· Anticipating, analyzing and interpreting public attitudes and issues that might impact, for good or for ill ,the operations and plans of the organization.
· Counseling management at all levels. in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramification and the organization's social or citizenship responsibilities
· Researching, conducting and evaluating on a continuing basis, programmes of action and communication to achieve the informed public understanding necessary to the success of an organization's aims.
· Planning and implementing the organization's efforts to influence or change public- policy. Setting objectives or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short managing the resources needed to perform all of the above.
Public Relations Transfer Process
In the process of performing the above roles, Public Relations also engage in the helping to transfer some negative situation to positive. The negative situations of Hostility, Prejudice, Apathy and Ignorance are transferred to Empathy, sympathy, Acceptance and Interest respectively (Jefkins 1994); This is represented in the table below
From
|
to
|
Hostility -----------------------------------------------------------Empathy
| |
Prejudice ----------------------------------------------------------Sympathy
| |
Apathy --------------------------------------------------------------Acceptance
| |
Ignorance----------------------------------------------------------- Interested
| |
Negative Situation
|
Positive Situation
|
FIG 5.1: The transfer Process. Source: Jefkins 1994.
Hostility to Empathy .' Hostility is a situation of anger, enmity or deep seated ill will directed at an organization. Hostility can stem from perceived inadequacies or negative behaviors’ of an organization. Hostile publics will perceive an organization as not representing their interest or that the existence of the organization is inimical to their well-being and will not cooperate with such organization. Public Relations process will make the public share the experience of the organization thus creating understanding of its situation.
Prejudice to Sympathy: Prejudice is negative attitudes, or a usually incorrect prejudgement of an organization or individual based on incorrect or distorted information. Such situation is dangerous for any organization as it could not allow for support or cooperation. Activities or programmes of such a prejudiced organization will be viewed from the same prejudices. Such situation is transferred to sympathy by Public Relations Sympathetic publics will identify with the organization, support it and care for its existence, programmes and activities.
Apathy of acceptance: Apathy is a situation where there is lack of any emotional attachment. The publics are not interested in the organization and are indifferent to its activities. They are also not motivated to support such organization to succeed. It is the duty of Public Relations to motivate the publics to accept such
organization and care for its success. Public Relations is capable of creating emotional attachment and sense of ownership.
Ignorance to Interest: Situation of ignorance means lack of knowledge. Ignorance results directly from lack of information about an organization or individual. When there is lack of awareness, it will not be possible for the publics to form an opinion and this will result in lack of understanding. It is the responsibility of Public. Relations to create awareness by making enough information available to the publics. With adequate, accurate and truthful information, awareness is created and when publics are made aware of what an organization can do for them, acceptance is naturally created.
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