1. BIORESOURCES DEVELOPMENT CENTRE,ODI
BIOINFORMATION & COMMUNICATION TECHNOLOGY UNIT
AN IN-HOUSE PRESENTATION
ON
USING PUBLIC RELATIONS TOOLS TO ENHANCE BIODEC’s IMAGE
BY
FEMI SOMOTUN
Somotun.olufemi@biodec.gov.ng
July, 2015.
2. Quote
Public sentiment is everything. With public sentiment
nothing can fail, without it nothing can succeed. He who
moulds public sentiment goes deeper than he who
executes statue or pronounces decisions. He makes statue
and decisions possible or impossible to execute. -
H.E Abraham Lincoln, Fmr. American President
3. Table of Content
•Introduction
•What is P.R?
•P.R Publics
•Image
•P.R tools and Corporate Image-making: A case study of
BIODEC Odi
•Conclusion
•Recommendations
4. Introduction
As the Centre continues to grow more complex, the demand
for good public relations and its management has equally
become complex. Creation and maintenance of a good public
reputation is a complex and ongoing process.
Therefore, a positive public image can be achieved via a
carefully planned media placement, interview publishing,
press release composition, online reputation management,
social media campaign management, and many other public
relations factors. Thus, the goal of this presentation is to
establish the relevance and importance of P.R tools in
enhancing the Corporate Image of our prestigious Centre-
BIODEC, Odi.
5. What is public relations (P.R)?
British Institute of Relations defined Public Relations
as:
A deliberate, planned and sustained efforts to
establish and maintain mutual understanding
between an Organisation and its public. (1)
(1) Raufu, Goke (2005): Public Relations Principles: Meek Associates, Abeokuta.
6. The difference between P.R & Advert.
Advertising is closely related to public relations—as its
concerned with promoting and gaining public
acceptance for the company's products. The goal of
advertising is to generate sales, while the goal of public
relations is to generate good will. The effect of good
public relations is to lessen the gap between how an
organization sees itself and how outsiders perceive it.
Public relations involves two-way communication
between an organization and its public.
7. Basic objectives of public relations
• To build personality for an organisation (BIODEC, Odi)
• To gain public interest
• To ensure good-will of the public for the organisation
• Sometimes to change public attitude
• Most of the time, to secure public understanding
• At times to create awareness about BIODEC.
8. Publics of Public relations
Publics in Public Relations signifies a group of people who
share a common interest in a specific subject e.g.
shareholders, employee of an organisation etc. (2)
There are two publics in P.R i.e Internal and external. (3)
(2) cit. (3) op.cit.
9. Publics Of BIODEC Odi (A MODEL)
BIODEC
ODI
Internal
Public
• Management
• Staff
• NABDA & other
BIODECS
Government i.e F.G, States and LGAs
Odi Community
Researchers/Academics
Prospective Trainees
Farmers
Parent/Guardians
Etc.
The
Media
Diagrammatic representation of BIODEC publics
10. What is Image?
According to Longman’s dictionary of contemporary English Image
is:
The general opinion about a person, organisation etc. that has
been formed or intentionally created in people’s mind.
Types of Image
• Mirror
• Current
• Wish
• CORPORATE
• Multiple
• Ultimate
11. P.R Tools And Corporate Image: A Case study of Biodec, Odi
In order to build a relationship with the target audience and
maintain it on a high level, the Centre/Unit can make use of a
variety of P.R tools and techniques. Some of the most common ones
include:
• Facility visit, Press facility visit
• Media alerts e.g.. Press conference, press release
• Feature articles and PowerPoint presentations
• P.R publications e.g. BIODEC Magazine, in-house journal, employee
annual report, external house journal and community newsletter.
• Online reputation management or website content
(www.biodec.gov.ng & info@biodec.gov.ng)
12. • Social media campaign management
• Bulletin boards
• The speech
• The biography
• Exhibition
• Special events e.g. annual workshop, seminar etc.
• Community service programs (Corporate social responsibility)
• Courtesy visit
• Issuing Introduction letter
• Attending public events (making brief speech, displaying roll-on
banners etc.)
13. Putting the tools to use
• Establish media contacts and sustain the relationships i.e.
editors, feature writers, producers, newscasters etc.
• Prepare for interviews, press conferences and discuss the
topic with the management.
• Watch and create opportunities to discuss with target
audience.
14. Conclusion
The proper use of the aforementioned Public Relations tools
shall enhance the reputable Corporate Identity of the Centre,
it would also increase awareness and understanding of its
activities.
15. Recommendations
• The Centre Director should embark on advocacy call to Managing
Directors of Media Houses in the Niger-Delta. Those media houses
freely air such visits.
• The Centre Director and his P.R team should embark on courtesy visits
to Governors in the region. This attract free media attention.
• The Centre should organize annual conference on the biodiversity of
the Niger-Delta. This draw the attention of the stakeholders to the
Centre.
16. Recommendations Contd’
• New page should be opened on the official website of the Centre for
the Centre’s news.
• The Centre should operate a bi-annual radio programme, thus
creating awareness of its activities to the public.
• The Centre should open social media accounts and it should be
properly managed. Thus, drawing online attention to the Centre and
making easy Google search on the Centre.
