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Introduction to public communications

Introduction to public communications. Public communications. Process of informing people about an organisation and its activities Basic form: Producing and distributing regular reports Also, efforts to: Get media coverage Influence policymakers’ decisions

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Introduction to public communications

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  1. Introduction to public communications

  2. Public communications • Process of informing people about an organisation and its activities • Basic form: • Producing and distributing regular reports • Also, efforts to: • Get media coverage • Influence policymakers’ decisions • Maintain good corporate reputation in eyes of stakeholders: government, donors, partners, clients, other publics…

  3. Other names for public communications • Public awareness (NGOs, government institutions) • Public relations (private sector) • Communication publique (French)

  4. Aim of public communications • To maintain and improve understanding and cooperation… between the organisation and its most relevant publics • General understanding and cooperation • And for specific purposes

  5. Organisational image • Project positive image of the organisation • Image = perception of org by various publics • Publics in contact with org via personal interaction, media, word of mouth • Outside perception not always accurate • Perception creates the image • Publics see image “reality”

  6. Why is a positive image useful? • To enhance org’s relationships with outsiders • To enhance relations with staff • To improve org’s financial prospects and partnerships • To improve how well the organisation performs

  7. Types of health and nutrition organisations • Ministries of health • Medical organisations • Schools, universities, educational organisations • Research institutes • Development NGOs • Others…

  8. Improving understanding • Many publics do not understand what the org does • Much work is technical or scientific • So much public awareness describes work so it is easy to understand • Form and purpose of public awareness programme varies from one organisation to the next

  9. Why public communications? • Org needs government support and funding • Public awareness important for fund‑raising and support from government, the community and other important groups • Org obliged to inform donors, clients, partners, taxpayers and public • Org needs feedback to focus work and stay relevant to clients’ needs • Many orgs accused of leaving their work “on the shelf” • Public awareness helps outsiders hear about this work • Inform (potential) partners of org’s work • Strengthens networking and potential for collaboration

  10. Marketing Lobbying Advertising Advocacy Communication Public awareness Mobilization Journalism Education Scientific communication Extension

  11. Other forms of organisational communication (1) • Extension and training • Inform and educate people about health and nutrition issues, and gain feedback about work the org should do • Lobbying and advocacy • Convince government and parliament to change laws • Influence public opinion about an issue • Fundraising • Raise money

  12. Other forms of organisational communication (2) • Marketing and advertising • Persuade people to buy products and services • Internal communication • Inform staff • Ensure staff involvement in decisions • Scientific and technical communication • Communicate research findings • Networking • Exchange info and coordinate activities with partners

  13. This week’s programme • 5-day workshop will not turn you into a professional public communications practitioner • Degree in public relations = 2-3 years • This week: • Expose you to the what, why and how of public awareness • Learn tricks of the trade of presenting yourself and your organisation to the public • Learn from each other’s experience… good and bad

  14. Organizational communication Clients Organization Incoming information Peers Policymakers

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