PRT : How has the PR industry evolved over the years ?
AI : We can use Selbert ’ s et al Social Responsibility Theory to explain this . In the early days , businesses were primarily driven by crass capitalism – profit without stakeholder consideration . Over time , crass capitalism created industrial relations problems . As a result , democratic principles were incorporated into corporate industrial governance . Industry recognized the need to involve the workforce in some aspects of policymaking . With time , proprietors and management felt they were losing grip . Hence , the dawn of the social responsibility stage in which we are now . It is a state in which corporate organizations now realize that they owe society something . At this stage , they are compelled by conscience to give back to the society from which they derive their very existence . You can now perceive that PR considerations have always determined how industry goes about its business .
PRT : What strengths does PR brings to organizational communication ?
AI : PR teaches the principle of KISS in communication . This means , “ keep It Short and Simple ”. This golden communication principle aids clarity and comprehension . In PR , communication is a two-way thing . Information exchanged is communication . For information to be good , it has to have the following attributes – a . It has to be concise b . It has to be complete c . It has to be understandable d . It has to be legally safe e . It has to be accurate f . It has to be timely
In PR , the credibility and integrity of the communicator is critical in corporate reputation . The axiom is “ if you don ’ t believe in the communicator , you won ’ t believe his massage ”. Organisations that recognize and practice the above , almost always avoid industrial crisis . This is the strength that PR brings to organizational communication .
PRT : What is the role of PR in international relations ?
AI : Nations got to war because they misunderstand one another . They misunderstand one another because they don ’ t dialogue enough . PR provides a platform for the establishment and sustenance of goodwill . If only nations can base their international relations on the PR values of honesty , integrity , accountability , transparency and mutual respect , global peace and progress will be enthroned . All international organizations are driven by PR principles – they are all about forging relationships based on mutual understanding and goodwill . That ’ s practical PR !
PRT : How would you describe the state of the African economy ?
AI : The economies of African nations are in shambles . They are consumerist and replete with corruption and impunity . Each country has a leadership deficit . In Africa , hard work does not pay . Talent is not celebrated . Genuis is perceived as anomy . Africa has no economy with the exception of South Africa , all other African economics are a joke .
PRT : What are your views on intra-African trade vis-à-vis the role of PR ?
AI : Virtually all African countries are agrarian , very few are into manufacturing . So , there is nothing they need from each other . Africa shops everywhere except in Africa . But PR can bridge this gap through effective marketing and branding of the few manufactured goods in Africa to make them acceptable in the continent . Tourism within and around African countries can also be boosted through PR . It is PR that made Dubai , South Africa and Kenya . Nigeria can also do the same . The problem here is that we confuse PR with journalism . Information properly packaged and targeted can be effectively deployed by PR experts .
PRT : How can we promote greater African cooperation using PR tools ?
AI : In a nutshell , the well-known and potent PR tools are JAMPS – Journalism , Advertising . Marketing , Public relations and Sales promotion . Strategically conceived and deployed , these tools can open up Africa for Africans . The continent is in dire need of peace for any cooperation to take place . Poorly managed information is fueling conflict in Africa . Foreign ignorant media are stoking the fire of hatred and stereotypes that
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