The underexplored gold mine of public relations

16 August 2019 | Business

Aurelia David

Public relations (PR) is a function of many facets and PR practitioners are expected to evolve along with the different technologies that they require in order to carry out their functions.

One thing that remains constant in the field of PR is the external stakeholder.

Internal stakeholders such as employees, directors and shareholders come and go, but the public an organisation serves remains a constant.

A PR practitioner would be failing in the execution of their duties if the stakeholder is not kept abreast of the latest news and developments of an organisation. External stakeholder engagement should, however, not be seen as a one-size-fits-all exercise, as stakeholders have different information needs. For instance, the main external stakeholders of a university are most likely to be its students. However, the students are not the only external stakeholders the university has, as parents, guardians and bursars are also crucial stakeholders, but their information needs will vary from those of the students.

In order for an organisation to effectively engage their external stakeholders, it needs to identify their specific information needs. This can be done through short surveys or reviews on websites and social media pages. This will assist organisations in determining what exactly each stakeholder needs to know and what their preferred method of communication is. The PR function is built around communication - an important requirement for the success of any organisation. Regardless of the importance of communication, it can easily be classified as ineffective if it does not fulfil its intended purpose. An overload of general information is not necessarily a good thing. Sometimes moderation is key, provided it’s customised for a specific audience, based on their needs.

Effective stakeholder engagement allows for growth and improvement, as an organisation will know exactly what is required from them, why and how. The practice of stakeholder engagement should be continuous, consistent and should not be taken lightly, because as previously alluded to, people have different information and service needs, and organisations can only keep abreast of these needs by continuously engaging the stakeholder. Take a look at your PR plan and evaluate whether or not your external stakeholder engagement is working for both you and the stakeholder; if not, it’s time to re-strategise and take a more specific approach.

*Aurelia David is a public relations officer in the Office of the Ombudsman

Similar News

 

Oryx expects better year results

1 day - 18 February 2020 | Business

Jo-Maré Duddy - Oryx Properties expects its earnings per share (EPS), headline earnings per share (HEPS) and profit for the year ended 31 December 2019...

SA's plans to open up power generation welcomed

1 day - 18 February 2020 | Business

South Africa's announcement that it will open up electricity generation to other players, effectively breaking Eskom's monopoly, has been welcomed by many, especially the mining...

New grape varieties from Naute scheme

1 day - 18 February 2020 | Business

NAUTE DAM - The Naute Irrigation scheme in the ||Kharas region plans to introduce new varieties of grapes in order to increase production and extend...

Company news in brief

1 day - 18 February 2020 | Business

First Quantum: Talks on Zambia stake sale stallCopper miner First Quantum Minerals Ltd, which in the past has been in talks with a Chinese company...

Local Chinese businesses feel virus fear

2 days ago - 17 February 2020 | Business

Ndapewoshali Shapwanale - Namibia should by right feel little concern about the coronavirus outbreak given that the sparsely-populated desert country is 12 000 kilometres from...

Corona: Airlines could lose US$5 bn

2 days ago - 17 February 2020 | Business

Montreal - The new coronavirus outbreak could mean a US$4-5 billion drop in worldwide airline revenue, the International Civil Aviation Organisation has said.The UN agency...

I didn’t charge my customer VAT, what now?

2 days ago - 17 February 2020 | Business

Every registered person who carries on a “taxable activity” is by law, required to levy value-added tax (VAT) on their supplies of goods/services, unless exempt...

City's data monopoly is illegal

2 days ago - 17 February 2020 | Business

The City of Windhoek's intention to monopolise the fibre-optic data network in the capital is unlawful, while its plan to develop its own network infrastructure...

'Local is lekker' delights Gazans

2 days ago - 17 February 2020 | Business

Guillaume Lavallee and Joe Dyke - Off a bumpy dirt road in Gaza city, a group of children stood outside a half-open factory door, desperate...

Company news in brief

2 days ago - 17 February 2020 | Business

Eskom to spend millions on severance packagesSouth Africa's Eskom has offered some managers voluntary severance packages, capping costs at R400 million, a communique sent to...

Latest News

We didn’t know – Fishcor...

8 hours ago | Crime

STAFF REPORTERSNational Fishing Corporation of Namibia (Fishcor) board members have pleaded ignorance of the alleged grand thievery that occurred right under their noses at the...

Nahas waxes lyrical on Fishrot

8 hours ago | Politics

Former prime minister Nahas Angula says the ruling party Swapo, for which he served as a central committee member, must explain its alleged links to...

The baby and the bathwater

8 hours ago | Opinion

The idiomatic expression “don't throw the baby out with the bathwater” comes to mind when debates start stirring on social media regulation.This idiom describes an...

Judiciary hits back

8 hours ago | Justice

The Office of the Judiciary has defended itself against “undue attacks”, including a Landless People's Movement (LPM) allegation that it has been captured by the...

Former cop arrested for growing...

8 hours ago | Crime

A 27-year-old former police officer was arrested for the cultivation of dagga plants and the possession of ammunition without a licence at Ondangwa over the...

US donates food for HIV...

8 hours ago | Health

Due to the devastating drought, many people on antiretroviral therapy (ART) struggle to take their medication without adequate food.Up to 96% of Namibians who have...

Namibia eyes N$16m GEF funding

8 hours ago | Agriculture

In an effort to address climate change in Namibia, a meeting was held last week to discuss a proposal that has to be submitted to...

Unions reveal desperate drought conditions

8 hours ago | Agriculture

The Namibia Agriculture Union (NAU) and the Namibia Emerging Commercial Farmers' Union (NECFU) held a meeting with agriculture minister Alpheus !Naruseb to discuss the ongoing...

Warriors to face Guinea first

8 hours ago | Sports

Namibia will face Guinea in their first match in the 2020 African Nations Championship (Chan), which will run from 4 to 25 April.The draw for...

Load More