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Public Relations
INSTITUTIONAL ADVERTISING: spaces or air time are bought in print and broadcast media for
messages to be relayed to the public. Publicity, through same media could also be utilized.
THE SPOKEN wORDS
This tool of communication is used in these ways.
MEETINGS: bringing people together, face-to-face, providing an opportunity to communicate to a
selected audience, who will listen. This method relies on the two-way communication oral process.
THE SPEAKER: a renowned personality who has adequate knowledge of the subject is invited to make
a public speech to invited audience.
TELEPHONE NEWSLINES AND PUBLIC ADDRESS: telephone newlines and public address systems
are utilized to link the front office with many others. Establishment of a telephone newsline from which
people can get late, authentic information, simply by dialing, is very helpful in organizations caught up
in conflict.
THE GRAPEVINE: this is an informal method of communication which relies mostly on word-of-mouth
process. The grapevine is a potent line of transmission; it carries information much more exciting than
simple facts or truth. Sometimes it may be harmful, such as when it carries rumours of retrenchment
or layoff or friction among officials about troubles which can hurt.
Public relations personnel usually stays tuned on the grapevine, when the gossiping and rumouring are
harmless, they are ignored but the information signals organizational trouble, a release of full facts on
the topic is published.
THE IMAGE
MOTION PICTURES, NEWS FILM CLIPS AND FILMS: sponsored films are conceived within and
commissioned by an organization for a sales, training or public relations purpose to develop favourable
ideas, motivation, attitudes or reactions in the viewing audience.