4th Nigerian Institute of Public Relations (Lagos State Chapter) PR Annual Essay Competition, 2008.

INFORMATION TECHNOLOGY AS A PUBLIC RELATIONS TOOL FOR NATIONAL DEVELOPMENT By: Jennifer Ehidiamen The Nigeria Institute of Journalism (NIJ) 2008

Jennifer  Ehidiamen  Email:  [email protected]   www.basicresearchwithjenlee.blogspot.com  

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Information Technology as a Public Relations Tool for National Development An international organization called One World Youth Project runs an educational program pairing schools and youth groups around the world for the purpose of cultural exchange and collaborative community service towards the achievement of the Millennium Development Goals (MDGs). Through the innovative use of technology, the staff of this organization offer opportunity for participants to learn about global challenges and take action to effect change. The staff members are spread across 19 countries, they operate across time zones. The application of information technology facilitates communication and enable them operate the organization effectively without any impediment. They use the electronic mailing system for direct communication with the participating schools who are the target market of the organization. Through an on-line database, a proper documentation and administrative management is put in place. In place of a physical bulletin board, an on-line discussion board has been created for effective communication management between the organization and its publics. This website serve as an avenue for publicity and a platform where members share ideas. This case study aims at presenting a practical application of information technology in Public Relations. It examines the role of this form of communication in enhancing the efficiency and effectiveness of the management structure to accomplish tasks and operations of an organization. The purpose of this essay themed “Information Technology as a Public Relations tool for National Development” is to present a discourse around Information Technology, its applications in the field of Public Relations and its potential towards National development. To achieve this objective, it is pertinent to discuss the following key topics: Public Relations, practice and theory; Information Technology and its application; and National Development.

Public Relations: Practice and Theory Public Relation (PR) is a much misunderstood and under-valued management tool. To many people, PR is another form of advertising while others dismiss it as dealing with Journalists and sending out press releases (Daramola 2003:251). But Public relations is more than that. The editors of PR news (1947) New York define Public Relations as “the management function, which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest and plans and executes a programme of action to earn public understanding and acceptance.” Jennifer  Ehidiamen  Email:  [email protected]   www.basicresearchwithjenlee.blogspot.com  

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During the International Conference of Public Relations in Mexico in 1978, World Assembly of Public Relations Practitioners defined public relations as “the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programmes of action which will serve both the organization’s and the public interest.” “Public relations is the art and science of analyzing trends, predicting their consequences…” this shows that public relation is a deliberately planned and sustained effort concern with relationship that involves an in-depth research. “Implementing planned programme of action…” this imply that public relations does not just engage in lip service but they actually work to effect physical action. “Serve both the organization’s and publics’ interest…” this is to emphasize that public relations creates a conducive environment that foster relationship between an organization and its public. It seeks common ground of mutual interest void of conflict. According to Daramola (2003), the purpose of public relations is “to create goodwill, understanding and awareness…of an organization or institution by using the PR techniques of persuasion, information and education to project the organization to its public…” Public relations is concern with improving mutual understanding within an organization as well as between organization and its publics. It directs a deliberate effort towards improving communication between the people and organizations to broaden its sphere of influence through appropriate advertising, publicity and other form of communication to create a good image. Public Relation (PR) professionals serve in government organizations as well as private sector as a significant field communication in Nigeria. Serving its role of management function within and outside these organizations. To meet the demands of the rapidly changing world, PR needs to employ an effective method that will enable it achieve its objectives, thus, the importance of information technology.

Information Technology Information Technology is defined by the Information Technology Association of America (ITAA) as the study, design, development, implementation, support or management of computer- based information systems, particularly software applications and computer hardware. It deals with the use of electronic computers to convert, store, protect, process, transmit and securely retrieve information. Information technology also refers to advance form of communication of information from its storage and processing of content to actual dissemination Jennifer  Ehidiamen  Email:  [email protected]   www.basicresearchwithjenlee.blogspot.com  

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through mediums such as radio, television, telephone, internet etc. It comprises Internet, computer networks, telephones, MP3, compact disk, pen drives etc. Communication scholars Gasher and Lorimeter in the book “Communications Technology and Society; Theory and Practice wrote: We depend on technology for our communications with others- whether they are just a house or two away or halfway around the world. In the second half of the 20th Century, it became almost impossible to live without a telephone and now we hardly live without personal computers through which we gain Internet access and send and receive e-mail. The reality of new communications technology is that anyone is able to get in touch with anyone else, anywhere, at any time…” Information Technology has become an accepted phenomenon and the ability or inability to master it determines to a significant extent the quality any given society can enjoy. The penetration of information Technology in Nigeria is quite limited compare to the rest of the world. The gap between the countries with effective access to information technology and those without or with limited access is referred to “digital divide.” It includes the lack of resources and expertise needed to effectively utilize the available information technology. As part of the effort to curb this challenge, the Nigeria’s telecommunication regulator, Nigeria Communications Commission (NCC) introduced the unified licensing regime with the main GSM network providers. It is hoped that with this initiative, these companies will provide fixed and mobile telephone, Internet access as well as any other communication service. In every society, information technology as a revolutionary vehicle effect innovations. It promotes e-commerce, e-business, and other electronic objective ignited by a globalized world. As a tool of public relations, Information Technology encourages e-public relations; this will be a discuss in depth in the later part of this essay.

Public Relations and National Development According to the advanced learners dictionary, national is defined as “connected with a particular nation, shared by a whole nation.” Development is defined as the gradual growth of something so that it becomes more advanced, stronger etc. from these definitions, national development refers to the collective effort of a particular nation put in place to attain a gradual growth or advancement. The essence of such development is to bring about an improvement in all ramifications. Jennifer  Ehidiamen  Email:  [email protected]   www.basicresearchwithjenlee.blogspot.com  

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To further elucidate the concept, national development as defined by O. Obasanjo and Mabogunje, “is a change or transformation into a better state…it is a process concerned with people’s capacity in a defined area over a defined period to manage an induced positive change: in terms of ability to predict, plan, understand and monitor change as well as to reduce or eliminate unwarranted change.” This implies that no development can take place automatically. It involves a process and a conscious effort of those affected to induce and sustain the desire for an improved nation and take action to effect such improvement. The ability to predict, plan, understand and monitor change as well as eliminate unwanted changes could be linked to the role of public relations practice in the process of development. Localizing the concept of public relations, it reflects the support of Nigeria Institute of Public Relations (NIPR) to the government in national development process through the following: 1. Capacity building for development management in educational institutions, corporate organizations, government agencies etc. 2. Employment and social development in the private and public sector. 3. Creation and maintenance of a positive of a national identity both locally and globally. 4. The enhancement of organization’s corporate social responsibility through charitable involvement, community initiatives etc. 5. Media relations to disseminate good reports and crisis management. 6. Creating a sustainable relationship with key stakeholders and the publics as well as strengthening relationship with other countries. These perspectives clarifies the importance of public relations in national development as being a core instrument for the attainment of development in governmental administration including guiding and managing a process of a sustainable economic growth and social reform. Lack of the involvement of public relations professionals has resulted to the failure to implement a successful approach to correct erroneous actions and impressions in the past. However, for effectiveness and efficiency towards national development, public relations practitioners must use every tool at its disposal to carry out its set objectives, and one of such tools is Information Technology.

Jennifer  Ehidiamen  Email:  [email protected]   www.basicresearchwithjenlee.blogspot.com  

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Information Technology as a Public Relations tool The beginning of this essay examined information technology in enhancing the efficiency and effectiveness of PR as a management function. PR has long outgrown its propaganda status into a more relevant field of management function. Perhaps the reason why Nigeria has not succeeded in curbing its development crisis and rebrand the negative image the world has about the issue can be deduced from Dele Olukoju, the General Manager of Richardson and Briggie, when he wrote: “…the reason why Nigeria has not been able to make any appreciable progress in rebranding project of Nigeria is because government abandoned the professionals and is working with contractors.” PR is referred as a management function, be it in corporations, educational and research institutions, health-related organizations etc. The 4-step process which are the fundamental elements of a successful practice are: Research; Planning and Programming; Action and Communication; and Evaluation. PR in the 21st century continues to focus heavily on its role to influence opinions, media relations, government relations, publicity and image management. To achieve these management functions, PR heavily on the emerging trend of Information Technology to research and evaluate its activities. Information Technology applications in PR PR can apply IT in the following ways: •

Computer software can be used to handle database information to maintain files for proper documentation.

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Information Technology facilitates networking among PR groups spread out across the world

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Information Technology facilitates quick and accurate communication between people in different parts of the world, thus, PR companies can reach their global partners irrespective of location through telephone, emails etc.

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Information Technology helps PR firms generate, distribute and store information rapidly. This enables more effective operations in research and documentation.

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Information Technology boost organizational communication within a PR firm.

PR as an organization requires effective organization and flow of internal and external communication. Thus, Information technology boosts communication in all ramifications. The publics now have a significant input into management’s efforts to maintain effective relationship. And PR practitioners through such quality interactions with its publics effectively achieve their objectives. Jennifer  Ehidiamen  Email:  [email protected]   www.basicresearchwithjenlee.blogspot.com  

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In relation to National development, the ability of a nation as a whole to accommodate, handle, maintain and use the information technology could determine their place in the global system. However, lack of basic infrastructure such as energy, power, telecommunications, structures, IT policies etc. are some of the factors that contribute to digital divide and technological imbalance. Conclusion and Recommendation This essay was centered on how information technology is enhancing the efficiency and effectiveness of PR towards national development. It focused on Information Technology as a tool of Public relations that facilitates communications between PR professionals and the publics. It also highlighted the challenges of IT caused by digital divide. The implication of this technology goes beyond organization structures. It is imperative for PR professionals to embrace and maintain the use of this innovative tool to increase their commitment to national development.

Reference: Ifedayo Daramola, Introduction to Mass Communication 2003, pp. 251, Rothan Press Lagos. O. Obasanjo and Mabogunje (eds) 1991, Element of Development A4 Publications African Leadership Forum. Otta pp. 3. Olufemi Patrick Adelusi PhD, Development Policies and Analysis: A reader, 2006. Standard Mass Concept Company, 2006 Lagos. www.wikipedia.com/information_technology Dr Cecil Blake, “The New Technologies and Public Relations…” Media Review Vol 5 No. 3 1991. African Council for Communication education

Jennifer  Ehidiamen  Email:  [email protected]   www.basicresearchwithjenlee.blogspot.com  

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