Marketing Communications

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Marketing Communications
Public Relations

One American practitioner has suggested some check-points as a guide in periodically evaluating a
public relations programme.

1. OBJECTIVES: These are clearly stated and understood throughout the company. Are there
   areas in which agreement on goals is needed?


2. ORGANISATION: They are related public relations functions organized as a single unit, or
   scattered throughout various departments. Does the public relations director have adequate
   management backing to see that public relations responsibilities are considered throughout
   the company? Is size and training of staff adequate to achieve desired public relations
   objectives?


3. CONTENT: do your programmes and activities give adequate considerations to all segments
   of the public?


4. MEASUREMENT OF RESULTS: do you have adequate staff, budget and management
   backing to gauge results of your work? How do these activities compare with those of
   others in your industry and in other industries? Have you considered an outside specialist
   to review your public relations programme?


5. CONTROL: what steps have you taken to improve future public relations activities in the
   light of audit findings? What steps need to be taken in succeeding years?

CODE OF ETHICS FOR PUBLIC RELATIONS PRACTITIONERS

The code of ethics sets out the moral considerations which must be observed by all in public relations
to preserve the integrity of free communication between peoples, organizations and nations. Codes of
professional conduct govern the professional behaviour of public relations practitioners in relation to
people and need.
(Warshaw and Kinnear, 1983; Cutlip and Center, 1971; Cutlip, Center, and Broom,2000; Black, 2011)

REFERENCES

Belch, G.E. and Belch.(2004). M.A. Advertising and Promotion. Boston: Irwin/McGraw-Hill.

Black, S. (2011). Introduction to Public Relations. Lagos: West African Book Publishers Ltd.

Cutlip, S.M. and Center, A.H. (1971). Effective Public Relations. 4th edition. Englewood, Cliffs, N.J:
Prentice Hall.

Cutlip, S.M., Center, A.H. and Broom, G.M. (2000). Effective Public Relations. 8th edition. Englewood,
Cliffs, N.J: Prentice Hall.