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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