COLLABORATIVE EFFORTS BETWEEN PUBLIC RELATIONS CONSUMER SERVICES

COLLABORATIVE EFFORTS BETWEEN PUBLIC RELATIONS & CONSUMER SERVICES BY NANA JANTUAH-PUBLIC &EXTERNAL RELATIONS MANAGER PUBLIC &EXTERNAL RELATIONS DEPARTMENT

INTRODUCTION n n Definition- Public Relations is the deliberate planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and it’s publics. Publics here refers to both external and internal publics of which the Consumer Service Bureau of the Commission is one of the most critical internal publics of the department.

INTRODUCTION n n n The goal of Public Relations is to attain and maintain good accord with social groupings whose support an organisation depends to achieve it’s mission. On the other hand consumer services is concerned with promoting exchange relationships with consumers with the view to attract and satisfy them on a regular basis. Public Relations is there to collaborate with the Consumer Services Bureau to achieve it’s objectives through the following;

INTRODUCTION n n n n Information Sharing Public Awareness Media Relations Publications Advertising Events-Public Hearings, Consumer Assemblies, Press Conferences, facility visit Documentaries

Areas of Collaboration. Information Sharing n n n It is very important for the two units to share information concerning especially consumer complaints and resolution. Because the P. R dept would need the input to communicate the Media and other stakeholders who have an interest in this area The P. R Dept should make it a point to provide information regarding operations of the Commission especially to the Regional Offices Both units should update each other on

Areas of Co-operation. Public Awareness n n n Participation in Media Talk Shows Focus Group Meetings-Business Associations, Commercial Bodies, Professional Bodies, Hoteliers etc Organisation of Fora/Workshops and Stakeholder Consultations Information Dissemination-Leaflet Distribution, Poster Posting, Bulk Texting etc Phone –in Programmes Provide information for Syndicated Prerecorded messages on specific consumer issues

Areas of Collaboration. Public Awareness n n n Print Feature-Sources of Information as input Media Relations-Collaborating on this aspect of Public Relations is very key because it is viewed as an integral part of the P. R process, because effectiveness is achieved if the message is communicated through the right media. Public Relations should be proactive and this would depend largely on an excellent media relations.

COLLABORATIONPUBLICATIONS Newsletters n House Journals n Information Brochures n Literature n Information, layout for these publications should be provided for by both the Public Relations Department and the Consumer Services Bureau. n

ADVERTISINGMESSAGING/QUALITY Outdoor-Bill. Board, Posters, Screen Messaging, Images, Roller-ups n TV and Radio-Info-Commercials n Print – Newspaper, Magazines, Directories n

MANAGEMENT OF EVENTS Public Hearings n Consumer Assemblies n Press Conferences n Facility Visits/Open House n

COLLABORATIONEXHIBITONS n Exhibitions are very important tools for Public Awareness and interaction. Inclusion in the Exhibition Brochure is also a good source of publicity. Once an organisation decides to be part of an exhibition there is the need to utilize the opportunity very well. There is nothing more damaging to an organization's reputation than a badly staffed and managed exhibition stand this is one of the areas in which the two departments collaborate.

DOCUMENTARIES Corporate Documentaries-Situations, Conditions n Docu-Drama n Mini Documentaries n

STRATEGIES FOR IMPLEMENTING AN EFFECTIVE PR CAMPAIGN n n A proper evaluation exercise must be carried out on every public relations campaign and this can be done effectively when the situation being addressed is adequately researched analyzed and the objectives are properly defined. Extensive and professional research is key in managing a campaign but where finances are limited indicators such as media coverage, content analysis of newspapers, levels of enquiries and complaints would tell you in which areas you have to focus your campaign on

STRATEGIES FOR AN EFFECTIVE CAMPAIGN n n n To have a successful campaign the RACE formula must be used effectively and extensively By using this formula informal qualitative and quantitative research can be used by circulating questionnaires to consumers, holding discussion groups, and taking straw polls at meetings. Audiences should be targeted and segmented.

Strategies for an Effective Public Relations Campaign. Message n n n You have to ask yourself if you are putting out the right message. Think about what is it that consumers want to know, to read about, hear about or watch. Messages should be straightforward, clear and catchy, remember some consumers won’t be reading, hearing or watching fully, others are not bright enough to take in several messages. Is it a positive message, Is it for your audience, stress on consumer advantages(Rights, Complaints Procedure, Tariff Subsidy) Keep close to the truth as possible. You have to live up to the message. Consumers should be satisfied not disillusioned.

Strategies-Message The bottom line question for the campaigner should be am I putting across the right message that is of a huge and honest benefit to the consumer? n The message should be timely and acceptable n It should also be media friendly and group sensitive. n

Strategies-Messages should be put in an appropriate way using the most suitable media n Effective Press Releases must be issued. n Give successful and in-depth interviews with emphasis on key points. n Use Press Conferences because you will have a wider media audience and questions and queries can be n

Strategies-Message n n Give the media what they want-so that they can pass on the right information to mutual audiences-Write messages if possible Rehearse your message-Especially relevant parts Do not give conflicting and contradictory messages-Cross Check facts Do not do guess work, seek clarification when in doubt and do not be reluctant to disclose your inability to provide information.

Strategies-Media List all Media Houses, contact key editors n Have an informal Press Soiree to announce Campaign n Hand out information sheets to media to avoid them misquoting or messing up information. n Decide which to use Print or Electronic n Draw a budget for media n

Strategies-Considerations n n Do not bombard the Media with too much information there will be a mix up, give few messages to generate interest Time your activities –Meet media deadlines, normally the message is right but the timing is wrong Budgets-Budgeted and actual costs must match as closely as possible Check to find out if you are satisfied with all P. R schedules

Strategies-Audience The message for the audience should be appropriate and suitable n Make sure the chosen media reach the audience effectively both in delivery and language n Make sure you reach your precise audience n

Strategies. Monitoring/Media/Audience Responses n n Monitor responses from the Media-Assess Press Releases, and all tools used and assess how this was used in hard publicity in the press. Did any of the messages you used generate into a key news item? If so then the strategy has worked with the media Was it a an item for discussion on the TV Breakfast Show and Radio Morning Show? Audience responses are hard to measure and assess with much degree of accuracy- Number and types of complaints and enquiries in our case would give an indication of feedback and responses Radio Phone In-This would be another measure to monitor Reponses

Strategies-Bringing In Experts n n If you want a Public Relations Expert to help in managing a campaign-Decide on what you want them to do Clearly decide on the main attributes you want them to have-Reputable, has experience in the field, has knowledge of the media landscape. Go through all the work you want the expert to do to avoid overlapping of assignments Beat down fees and price

CONCLUSION n Consumer Services and Public Relations are interdependent and complement each other. Both deal with Publics. Public Relations with the wider Publics and Consumer Service with a more targeted and organized publics which are easily identifiable. Co-operation between the two units is key especially in reaching at the goal of letting our concerned publics understand the role the Commission plays in the delivery of utility service in Ghana. n To arrive at this goal there is the need for us to be proactive instead of reactive in our strategies.

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