Essentials of Public Relations: A Case Study Approach

List of figures

Fig 1: Evolution of Public Relations Traditions 16

Fig. 2: The PR transfer process model 18

Fig. 3: PR the shared understanding 20

Fig. 4: PR publics 30

Fig. 5: Ethics Pillars 41

Fig. 6: Steps of a PR programme 50

Dedication

In addition to our teachers, classmates, students, and colleagues, whose regular work and professional conversations gave us valuable insights and building blocks for finishing this work, we dedicate this book to our families and true friends.

Foreword

The Public Relations (PR) profession is evolving, with more practitioners joining and the rise of multimedia, online reputation management, and algorithm-driven strategies. However, as it adapts to new realities, there is a need to stay true to its core. Despite technological advances and blurred media lines, effective PR remains rooted in authentic human connection and engagement.

For upcoming professionals, understanding the complexities of PR is not just an academic exercise but a vital component of their future careers. The Essentials of Public Relations: A Case Study Approach is a timely and comprehensive resource that addresses this need head-on. This book, authored by Bernard Osero and Faith Mituki, stands out by seamlessly integrating theoretical insights with practical applications, enriched by real-life case studies.

Bernard Osero and Faith Mituki bring to this book a wealth of experience and knowledge that is both deep and broad. Bernard, with nearly 30 years of corporate experience, has navigated the multifaceted world of PR with remarkable expertise. I worked closely with Bernard as his trusted advisor, and I found him to be one of the most progressive-minded clients, open to ideas, and welcoming of a robust debate. His background as a communications lecturer further enhances the depth of this book, offering readers the benefit of his extensive professional journey and academic acumen. Faith Mituki, equally distinguished in her field, complements Bernard’s experience with her own practical insights and scholarly contributions. Together, they have crafted a guide that is as instructive as it is engaging.

The book is thoughtfully structured to cover the essential domains of PR. It begins with an exploration of PR’s foundational concepts, including its relationship with communication, marketing, advertising, propaganda, advocacy, and public affairs. I loved this introductory section because it sets the stage for a comprehensive understanding of how PR operates within and alongside these related fields.

The second section delves into the various publics that PR professionals must engage with. By distinguishing between internal and external publics, the authors highlight the nuanced approaches required for effective communication.

In a competitive world where reputation is a premium currency and every profession aims for ethical practice, it is essential for PR practitioners to operate ethically to maintain the discipline’s professionalism and credibility. The book includes a section on ethics in PR, where the authors explain what ethical PR entails and highlight the pivotal role of a PR practitioner. This section also provides insights into the skills and attributes necessary for success in this dynamic field.

PR programmes form the core of any successful PR strategy, and this book dedicates an entire section to elucidating these programmes. Here, readers will find practical guidance on designing, implementing, and evaluating PR initiatives that resonate with target audiences and achieve organizational objectives.

The section on PR and Communications Tools is particularly useful for practitioners. Covering a wide array of tools such as newsletters, social media, booklets, speeches, event planning, press events, and mass media, the authors offer a treasure trove of practical advice. The authors examine each tool in detail, illustrating their effective use in real-world scenarios through case studies. This hands-on approach ensures that readers can translate theory into practice with confidence.

In today’s data-driven world, research is indispensable for PR professionals. The PR and Research section provides a solid foundation in the methodologies and techniques essential for gathering and analyzing information. Whether conducting surveys, focus groups, or media analysis, readers will gain the skills needed to inform and refine their PR strategies. Companies increasingly recognize corporate social investments as a critical component of their reputation and relationship with their stakeholders. This book addresses this topic with the attention it deserves,

offering insights into how PR can drive and support corporate social responsibility initiatives. The authors demonstrate how well-executed social investments can enhance a company’s public image and foster goodwill.

Finally, the book tackles the challenging arena of crisis communication. In an age where news travels fast and reputations can be swiftly damaged, effective crisis communication is paramount. The authors provide a roadmap for navigating crises with clarity and composure, drawing on real-life examples to illustrate best practices and common pitfalls.

In summary, the Essentials of Public Relations: A Case Study Approach is an indispensable resource for upcoming PR professionals. Bernard Osero and Faith Mituki have succeeded in creating a guide that is not only rich in theoretical knowledge but also deeply practical. Their combined expertise and use of real-life case studies ensure that readers are well-equipped to meet the challenges of the PR profession.

As you embark on your journey through this book, I encourage you to absorb the lessons it offers and apply them with diligence and creativity. The field of PR is both demanding and rewarding, and with the guidance provided by this comprehensive guide, you will be well-prepared to excel and make a meaningful impact.

Sincerely, Samuel Karanja

Regional Director, Africa Burson

Acknowledgement

Writing this book alone would not have been feasible. Some people have made enormous contributions to make this effort a reality.

We greatly appreciate J.J. Okoth for reading the first draft of the work and giving a positive assessment, despite his busy schedule. Similarly, and particularly, we thank Samuel Karanja for reviewing the book on short notice, providing insightful criticism in key spots, and ultimately agreeing to provide a suitable, concise foreword.

Additionally, we would like to thank everyone who helped us conceptualize this book and who kept encouraging us to finish it. While acknowledging everyone by name would be difficult, let us specifically thank Elizabeth Wachira and Jones Buchere for their contributions that enhanced the book’s usefulness and substance.

Bernard Osero & Faith Mituki

Chapter One

Introduction

Public relations (PR) is one of the most misconceived and misunderstood disciplines in social science. Many times, one will hear remarks such as, You are not telling us the whole truth. You are just doing PR. or The government is not serious about serving the citizens. It is just playing PR cover-up. or This is simply a PR exercise. PR has, therefore, invariably taken the place for Propaganda when the two are not interchangeable.

People from all walks of life, including media professionals, frequently use