December 10, 2021

FACTORS TO CONSINDER WHEN PLANNING FOR PR PROGRAMMES Appreciation of the situation-for public relation programs to be effective, they must be based on sound objectives that are directed at the right audience, delivered at the right time and presented in an attractive and understandable language. Research tools-involves all means that are used to gather information, they include interviewing, holding discussions with management, use of questionnaires etc. While planning public relation programs one should consider availability of research tools, reliability of the information etc. Security-While planning for public relation activities one should put into considerations security to both public relation personnel’s and the respondent Education level of targeted audience-one should plan in advance on target audience in order to cater for both literate and illiterate. Defining public relation objectives-different organizations have different public relation objectives as they also have different risks ,profits margin etc. most common public relation objectives include – To change the organization image from the previous bad image or negative propaganda that might affect organization negatively. To improve good relation with the publics. Gaining press attention. Gaining support for survival. To educate the pubic To remind and reinforce influence. To strengthen the company against risks of takeover. To regain public confidence after a disaster. LOBBYING Refer to process of building and maintaining relation with legislators and government officials so as to influence regulation. REASONS WHY MOST ORGANIZATIONS ARE INVOLVED IN LOBBYING To facilitate making of profits through subsidies i.e. government support. Pursuing of social services e.g. free health services. Facilitating charitable services through polishing the tarnished image. Facilitating good relationship with the government which boost smooth organization operation. To gain support financially through donations or be allowed to offer some services. To promote good corporate image. LOBBIEST ACTIVITIES To monitor reports done on private developments. Drafting strategy documents on how review and monitoring is to be done. Providing access to public policy make-up or linking the public with public policy makers. Making presentation or giving agenda to decision makers. Acts as a policy adviser to policy management in issues related to the government, public affairs, politics etc. QUALITIES OF A GOOD LOBBIEST Ability to monitor all lobbies activities. Ability to report both to the client and policy makers. Ability to draft strategic document to be used in lobby work. Be familiar with public policy making and proceedings. Must have ability to communicate and explain policy formed by policy makers

DEVELOPING THE PR STRATEGY Public relation strategy refer to systematic steps that facilitates proper identification of targeted audience, objectives, the right message, choosing the right media etc. The Public relation strategy facilitates implementation of the Public relation activities. The plan also facilitates the proper utilization of the resources i.e. through the help of the budget. STEPS INVOLVED IN DEVELOPING PUBLIC RELATION STRATEGY. Establishing public relation objectives—refer to coming up with the results one would like to achieve after carrying the public relation activities e.g. increase in awareness. Choosing the public relation message and media to use-Right message facilitate implementation of the set objectives. Some message may entail crisis management, community relation, building brand awareness etc. Right message facilitate overcoming fear, uncertainty and doubt. The message can only be effective if it targets the right audience and passed over appropriate media. Implementing the public relation plan-Involves carrying the actual public relation activities. It includes passing the message to the targeted audience. Evaluating public relation results-it involves measuring the actual results and comparing them with the set objectives. If the set objectives are met it means the public relation activities were successful. IMPORTANCE OF DEVELOPING PR PROGRAMME STRATEGY. In order to clearly identify the objectives to be achieved at the end of the programme. The lay-out plan acts as a checklist for making evaluation at the end of public relation activities. The plan facilitates co-ordination of work hence performing public relation activities in a logical manner without leaving important information. The plan minimizes wastage of time and resources which could have been spent in carrying unplanned activities. It facilitates building of focus and commitment towards accomplishment of pr activities. To estimates the working hours and other costs that might be involved to accomplish the activities. Facilitate selection of priorities which are more urgent than others. NB Public relation Strategic plan on prprogrammes involves situation analysis, identifying objectives, identification of targeted publics, media selection, budgeting and evaluation of results. Public relation .The plan should be able to clearly address the above factors. QUALITIES OF A WELL PLANNED PROGRAMME. Should be clear and simple to understand. A good plan should have time plan showing the activities that will be carried out. Should be beneficial to both the sender and recipient of public relation message Should be cost effective. Should be in line with the organization objectives. QUALITIES OF GOOD OBJECTIVES Should be specific i.e. clearly outline the exact goals without generalizing. Should be measurable. Should be achievable. Should be relevant i.e. the intended goals should be in line with organization activities and should be legal. Should be time bound i.e. clearly outline estimated time when the public relation activities are to be completed.

FACTORS TO CONSINDER WHILE CHOOSING THE MEDIA TO USE Cost-one should consider the media which is more cost effective in order not to affect other activities negatively. The amount paid to access service from media should be less than the expected benefits. Media coverage-depending on the targeted population, one should consider effectiveness of media that will reach all the audience e.g. Local, National or International stations. More than one media can be used to facilitate maximum delivery of message. Urgency of the message-If the message is more urgent, the media that is fast to prepare the news should be used e.g. radio. Content coverage-The media to be used should be able to cover the content in details in order to facilitate clarity of the message. E.g for an intake in progress it’s more appropriate to use newspaper than billboard. Competence of personnel working in the media-specific personnel influence attractiveness of the audience hence success in message delivery. Accessibility-one should consider the media that is accessible to the target audience. More than one media can be used depending on financial ability of informer in order to facilitate maximum delivery of message. BUDGETING A budget is a statement which consist of the revenue and expenditure estimates for a particular period of time. The expenses estimates are first done then sources of revenue are adjusted to correspond with the expenses estimates. REASONS FOR BUDGETING The budget sets discipline for both expenditure and the planned activities hence good financial management by avoiding unnecessary spending .After completion of programme, the budget acts as a checklist to measure  if the set objectives were met and draw a conclusion if the budget was overestimated ,underestimated, or enough. The budget facilitates forecasting of income based on expenditure. To estimate the total cost that will be involved in carrying out programme. ELEMENTS OF PR BUDGET Labor-includes salaries to the staffs involved within the public relations department or a consultancy labor is largest in public relations budget since public relations is labor intensive. Office overheads-includes both fixed costs and variable cost that are incurred during public relations programmes.e.g rent, water and electricity bills. Tools and equipment-consists of all physical items that will be used during public relations programmes e.g. video tapes, speakers, microphones, public relations programmes. Tents, computers. ADVANTAGES OF BUDGETARY CONTROL It facilitates reduction of cost. It guides the management in planning and formulating policies. It guides the management in research and development. It facilitates effective co-ordination of activities by setting their limits and goals. It ensure maximization of profit though cost control. QUALITIES OF A GOOD BUDGET CONTROL Goals should be clear Should have time bound. Adequate accounting system is essential to make the budgeting successful. Should be cost effective.

REQUIREMENTS WHILE HANDLING MEDIA QUESTIONS. Confidence-one should show to the interviewers that you are sure of what you are saying therefore interviewee should avoid words like J THINK…, I DONT KNOW…. Etc. One should be able to give a satisfying answer Ability to think and react to the questions instantly. This builds trust to the listeners that the information is true. Creativity-incases of something you are not sure of, one should be creative enough to give a satisfying answer.e.g Come back after one week. Friendly-one should not be hostile to interviewers no matter the situation one should be as calm as possible. Smooth and orderly response-the response should be a solution to the question asked. This facilitates avoidance of time wastage, boredom to the audience and bad image to interviewee. EXAMPLES /TYPES OF MEDIA. RADIO Its audio means commonly used since its readily available and cheaper compared to television. Programmes can be produced quickly and inexpensively and information is available even in local languages. Radio has some limitations e.g. the listeners may lack any idea of how the product being advertised look like, problem of network in remote areas, loud music can cause sound pollution. TELEVISION Its electronic means of communicating that uses both audio and visual features. ADVANTAGES There is complete information about the product i.e. both sound and the pictures. Its easily accessible in public areas e.g. hotels Delivery of the message is more convincing to the customers. DISADVANTAGES Production of t.v programme is time consuming compared to radio. It’s expensive to buy. Problem of changes in technology Not easily accessible in rural areas without electricity. BILLBOARDS Refer to display of information which is most eye catching at strategic places e.g. roundabouts. Advantages. The information last for long. It’s cheaper compared to television adverts Involves words and pictures hence effective delivery of message. Disadvantages. The information is limited to one area only. Threats from competing industries by destroying the billboards It accommodates less information. The passer-by may lack to pay attention to the information. E-MAIL (ELECTRONIC MAIL) It’s a means by which one person can exchange message with other people over the internet through use of computers or smartphones. ADVANTAGES E-Mail message can be sent to the recipient mailbox at any time at sender’s convenience. Its fast means of delivering the message. E-mail information can be kept for long compared to information from phone calls. Records of e-mail message may be kept in electronic form therefore reducing filing problems and administration cost. DISADVANTAGES. Staffs may waste time on non-reproductive e-mails Sometimes information that is more urgent may fail to reach the recipient on time due to delays as a result of internet problems. E-mails may not guarantee individual security on message due to challenge from internet hackers. EXHIBITIONS-involves creating awareness through demonstrations, films, video shows, road shows etc. ADVANTAGES. Exhibitions are open to a large and sometimes different range of audience which provide a platform to promote products and services to a large population. Being involved in exhibitions can provide one with opportunities to branch out to business partnership and create customer database Quick feedback is received on general opinion about the product through interacting with customers. DISADVANTAGES Trade-shows and exhibitions require pre –arrangement on time hence are time consuming. Travelling expenses may be costly e.g. hiring vehicles, tents, public address etc. Stiff competition on demonstration from those offering similar services. Free samples and displays are costly. Targeting the wrong audience may be more expensive than expected benefits i.e. if the target audience does not reciprocate positively.

MEDIA OF PUBLIC RELATIONS ACTIVITIES Media relation is relationship that company or organization develops with journalist while pretend the relationship behold media to general public. Media involves collective communication outlets or tools that are used to store and deliver information to the public.   Press relation major role is to achieve maximum publication and broadcasting of public relation information in order to create knowledge and understandings. HOW TO ACHIEVE GOOD PRESS RELATION (i.e. Things to observe in order to facilitate effectiveness of message delivery) Editorial policy-One should consider the media that is more common and attract customer’s attention more e.g., Radio etc. which provide a platform of accessibility of the message to a bigger population. Circulation-One should know the extent of press circulation e.g. regional, national or international. Distribution methods-Good press relation should be based on controlled circulation and not free circulation in order to facilitate accessibility of information to many people. Copy date-In order to achieve good press relation one should consider the last date of publication and the next in order to ensure proper timing on delivery of message e.g. Business letter, Magazines etc. Readership profile-What type of people are you targeting in order to facilitate effective designing of the message e.g. the young, youth or the old. Healthy relationship with the target population and media personnel. NB The above points are things that when observed facilitate effectiveness of message delivery NEWS Refer to information that is not always known to the public. News is not necessarily about current events but anything which interest the readers. News release is a public relation article and not an advertisement which gives information about organization products and services. Bad news release is bad public relation. WAYS OF FACITATING GOOD PRESENTATION OF NEWSRELEASE .News release should be set out in manual script not in business letter style. The language used should be simple i.e. avoid jargons which might hinder clarity of the message. The highlight should be eye catching in order to attract attention of either viewers or listeners. Should be brief and straight to the point i.e. should be very summarized to save time and avoid boredom both to viewers and listeners .It is facilitated through use of short paragraphs, short sentences and short words. Most important information should be placed on top page and highlight in a more eye catching color NB.While writing news release the subject should be stated in opening paragraphs which should be a summary of the whole story and should be short and brief to avoid boredom. SEVEN POINT FORMULAR (SOLAADS) FOR NEW PRODUCTS/SERVICES. S-Subject-What is the story about. O-Organization-What is the name of the organization. L-Location-Where is the organization located. A-Application-What are the uses, who are the users. A-Advantages-What are the benefits of using the product or service. D-Details-The size, color, price. S-Source-the origin of the product. IMPORTANCE OF SEVEN POINT FORMULAR. It provides a checklist of data required before making news release. It’s a guideline indicating the sequence of information so that the information is presented in the same part of the story. It provides a checklist to apply while composing the message in order to see whether any vital information has been left. NB It does not necessarily mean that the essay should have seven paragraphs but should ensure that all the essential information is captured in order to facilitate clarity of the message.

REASONS FOR SPONSORING AND BENEFITS OF SPONSORING It promotes peace and unity through interactions e.g. sports It creates employment opportunity. It advances interest of some activities e.g. sports due to the benefits the participants get. Provide educational opportunities to the less fortunate in the community e.g. Equity wings to fly. It facilitates undertakings of events which are very expensive. To advertise the company/organization-The advert is made through displaying the company name and product within the area where sponsored event is taking place e.g. through hanging banners and posters. To assist the marketing policy-when a sponsor gives financial support to something that interest potential customers and the company, it brings greater impact on marketing by them complementing marketing objectives. To show a sense of social responsibility-Through giving support it shows the degree of concern to wellbeing of community and nation at large hence good citizenship that promote growth of the nation. TO create good corporate image, respect and good will. Creating awareness of organization and its products. CONSINDERATIONS BEFORE SPONSORING. Before giving financial or material support a sponsor should; Be certain of the objectives that one want to achieve after sponsoring e.g. increase in sales, creating awareness, promoting corporate image etc. Choose the best area of sponsorship which best satisfies the set objectives. Be aware of total cost i.e. the finances that will be used in sponsorship and the expected benefits. Ensure the programme being sponsored is legal and comply with the law. Consider financial position of the organization in order to facilitate smooth operation. EXAMPLES OF COMMONLY SPONSORED EVENTS Sports-Most organizations sponsor sports because it attracts media coverage and have high population of listeners and viewers which offers a good platform for marketing. Education-involves bursaries, scholarship and other education to those who are financially challenged and facilitating further studies to best performers. Charitable organizations-include financial aids to orphans and disabled to help meet their basic needs and other necessities. Awards-its motivational awards made to best performers e.g. musicians, best performing banks, athletes Local events-includes supporting local events that will bring growth and development in community in addition to creating good relationship. Tradeshow, agricultural show which aim at creating awareness of products and services in the market, their dynamics, cost, etc.

ETHICS AND FUNCTIONS OF PUBLIC RELATION PERSONNELS Ethics is code of acceptable behavior that facilitate good relationship between an individual and the general public(s) Ethics facilitating building of long term relationship, building respect, trust etc. GENERAL CODE OF CONDUCT EXPECTED FROM EMPLOYER Provide good working condition to employees. Should encourage democratic leadership in order to minimize mis-understandings within the organization. Should be able to carry fair promotions without discrimination e.g. based on work experience, education level etc. Should be able to promote team work within organization hence working towards achieving common goal. Paying employees on time in order to boost their work morale. Carrying the outlined duties with high integrity i.e. must be honest and transparent therefore not engaging in corruption.  GENERAL CODE OF CONDUCT FROM PR STAFFS  Only correct information should be published or broadcasted based on evidence and from reliable sources. The personnel carrying public relations activities should ensure they meet legal requirements. The information they pass should not injure reputation of another person e.g. giving wrong information that might tarnish personality of an individual. They should not publish or disclose confidential information unless when authorized by law e.g. revealing source of intelligence information which may cause insecurity to them. High reputation should be portrayed while carrying the duties in order to boost corporate image of the organization they are working under, gain public confidence and trust. Should not misuse information regarding his/her employer for their own self benefit financially or other gains. Respect other employees in order to facilitate togetherness and team building in order to work towards achievement of common goal. TYPES OF GROUP WITHIN THE ORGANIZATION Refer to possible interaction groups within the organization. They include Formal groups Informal groups INFORMAL GROUPS Refer to employees local arrangements within the work station for their own personal benefits and indirectly little or no benefits to the organization. Example include Merry go round and Chama’s .They aim at improving living standards of the members Boosting their financial position Improving their living standards through common pool of resources. Educating the members on empowerment Uniting the members through sharing common interest. CHARACTERISTICS OF INFORMAL GROUPS Mostly its formed to benefit the members Continuity of the group depends on the members. Group objectives are very flexible in case of making adjustments Leadership mostly depends on fame and majority likes and not education level. Mostly they are not registered hence not recognized outside organization. FORMAL GROUPS Refer to official groups which every employee within the organization should join e.g. organization welfare, employee Unions, Committee membership etc. CHARACTERISTICS OF FORMAL GROUPS The group has governing rules and regulation outlined in the constitution. The group has specific objectives and deadlines which can only be adjusted upon agreement by committee. The group benefits is mostly to the organization in general and little benefits to individuals They are registered hence recognized within and outside the organization The group leaders have specific duties outlined to them Continuity of the group does not depend on dismissal/retirement of a member Leadership position depends on education level and experience.