The dynamics of the global environment is changing and so are the expectations from Public Relations. This presentation attempts a descriptive view.

1. Public Relations in the New Context
Bolaji Okusaga

2. Outline
1. Redefining Public Relations
2. Global Issues
3. Navigating the New Reality

3. 1. Redefining Public Relations

4. The Definition
Engendering conversations
targeted at procuring
predetermined outcomes…
Employee /
Labour
Relations
Customer
Relations
Investor
Relations
Media
Relations
Government
Relations
Community
Relations
Issues
Management
Crisis
Management

5. The Framework
Ever
Changing
Context
Research
Strategy and Planning
Roll-out
Tracking and feedback
The
Cause
The
Reality
The Story
§
,
§ Envisioned Destination
§
Inspire and direct action
Routes and obstacles

6. The Practice

7. 2. Global Issues

8. Emerging Context
Emerging G-Zero World
• The move to break down
economic and political blocs
given threats of migration and
terrorism
• Manifestation of this move is
seen in the success of the
Brexit campaign and threats to
other regional economic and
political blocs
• This will fundamentally alter
global trade flows and disrupt
trans-national business
The Fourth Industrial Revolution
• The birth of internet of things,
connected cars, autonomous
driving, next generation
manufacturing, robotics and
automation
• This will ultimately reduce
layers of stakeholder
relationships given the
crossing of boundaries that
will come with artificial
intelligence

9. Opportunities
Creating
Awareness
• Cultivation of
the environment
Cultivating
the Tribe
• Building Cause
Communities
Curating
rather than
Imposing
• Continuously
Engaging and
Refining the
Message

10. The Credibility Question
• Public Relations serves not only to create awareness, unlike
advertising, it helps to confer credibility
• The power of public relations is built through frequency and
consistency, as each mention in the press heightens the
visibility of the Organisation, brand or person, adding another
layer of credibility.
• This credibility in turn creates a desire among viewers and
listeners to pay attention to the subject.
• Public Relation creates a platform for trust through third party
endorsements
10

11. Sound-bites and Proof-points
• In the process of conferring credibility PR follows a
systemic process which involves the use of key
words, attributes and sound-bites with proof-points
which helps to affirm the truths of the messages.
• PR therefore differs from advertising as it aims not
only to sell the strong sides but the strong truths
which builds credibility and trust.
• These truths are affirmed through verifiable
platforms and third-parties
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12. The Power Word of Mouth
1. The Ndomie Noodle Crisis
• Spread of information through WOM on the presence of poisonous
noodles in the market
The Result
• Threats of closure of factory by regulatory bodies, withdrawal of certain
batches of product from market, Sales problems,
2. The P&G old logo and its Association with the Anti-Christ
• Association of the old logo of P&G with the anti-Christ through WOM
The Result
• Bad PR affecting sales and forcing a change of corporate logo
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13. The Power of the Press
1. The Toronto Certificate Scandal
• In 1999 the News magazine ran a story bordering on the allegation
of certificate forgery by the then speaker Salisu Buhari
The Result
• Shame and resignation from the House of Representative
2. The Eliot Spitzer Prostitution Scandal
• The press carried the news of Governor Spitzer’s adulterous affair
with a prostitute
The Result
• Global notoriety with millions visiting the profile page of the
prostitute on Myspace
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14. The Power of Endorsements
THE OBAMA SYNDROME
• Barrak Obama‘s endorsement by Oprah Winfrey and Senator Bob
Kennedy
Result
• Instant acceptance by Key constituencies for the Obama candidature
in the build-up to the 2008 American Presidential Election
THE MANDELA MAGIC
• Mandela’s endorsement of South Africa’s bid for the 2010 world cup
Result
• The winning of the bid by South Africa, making history as the first
African Nation to ever win a world cup bid
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15. 3. Navigating the New Reality

16. Unleashing the Power of PR
• Here's how it works:
– PR Practitioners monitor the media and the social space for
news and events that may aligns with your message.
– Then they call the writers, editors or event organisers with a
story angle, suggesting you, your product or your service as a
focus point. They answer the question the media always wants
answered: "Why you? Why now?"
• Once that is done, they follow-up other leads that helps keep
you in the news and in peoples minds for the right reasons.
• PR Practitioners use word of mouth, the press and also
endorsement platforms heighten interest and confer
credibility on a subject, person, institution or product
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17. Seeking a Platform
Strong and active
civil society
involvement.
Involvement of
Government and
Key Opinion Leaders
Drive participation
of Economic Centres
Surreptitiously
position it as Open
Forum as Opposed
to Sponsored Forum
Key into current
issues in operating
environment
Great emphasis on the importance of environmental stewardship and
strengthening of environmental management practices.
Draw Partnership from Credible Platforms

18. Sharing Best Practice
Community and
Business
Companies are
increasingly engaged
in strategic
partnerships with
stakeholders within
communities in which
they operate.
How to Build a
Social Enterprise
How to align Business
Process and
Management of supply
chain reflecting
consumer concerns in
the quest at Building a
Social Enterprise

19. Becoming a Point of Reference
Discussion Points
Emphasis on the role
of multinational
enterprises in
importing good CSR
practices, which are
emulated by local
corporate
community.
Key drivers are the
requirements of the
global marketplace
and their supply
chains.
Tendency for global
protocols to
influence CSR
practices.

20. Showing Example
Strong traditions of
community outreach
including corporate
community
investment that
extends beyond
charity.
Leverage the Impact
Assessment and Social
Reporting Process
Strong
Equity

21. Moving it From Plan to Implementation
Start with a
Agenda
Push for
Partnership
Select
Activities

22. Thank you