Effective Internal and External Communications Are Critical Components in Changing an Organization and Developing a New Strategic Plan. Describe in detail how your organization communicates internally and externally. Then develop a comprehensive communications plan which will ensure that all stakeholders will feel ownership for the change process and the development/implementation of a new strategic plan.
nd external), and in order for them to function properly there is need to align their policies, goals and objectives with the interest of larger society .Nkwocha (2004). According to Lattimore el al(2004;328)’’ Public schools as well as higher education institutions have found that public relations is increasingly important to them as they seek funds, deal with crises, or face many of the special situations revolving around education. This is in tandem with the viewpoint of Biagi (2003;219) universities, colleges and schools often hire public relations people to promote these educational institutions and to handle press attention from the consequences of decisions that educators make. Hence, not surprisingly, most institutions now have a public relations unit situated in the office of the Chief Executive. Ken and Greenhall(1987;45),while defining public relations practice within higher education system aver that public relations practice is the process of organized two- way communication between an institution and its audiences; its objective is to build a level of mutual understanding and respect which allows the institution’s goal to be more readily met. Jubril (1997;22) opines that, public relations reduces industrial crises and student unrest, help raise the quality of learning, and the acceptance of certificates, safeguards the tenure of chief academic officers, enhances the employment of graduates, raises the profile of graduate and attract funding for the institutions, thus ensuring sustenance. Ideally, institutional public relations should achieve the following; The implementation of the institution’s policy, goals and objectives. Assist the news media in coverage of the institution. Reporting to the employees and students on the institution’s activities. Increasing the internal cohesion of the institution. Increasing the institution’s sensitivity to its publics. Mobilization of support for the institution itself. From the foregoing, it has become apparent that public relations in institutions strive to achieve what Jefkins (1988; 9) calls the “transfer process” This entails transforming public perception from negative dimension to the positive. Specifically, public relation is considered as capable of converting public ignorance to knowledge and awareness; apathy to interest and support, prejudice to sympathy and lastly, hostility to understanding and acceptance. Fayoyin (1992), underlie the national and philosophical basic of public relations which is primarily concerned with achieving understanding through knowledge. 3.2.4 Public Relations and Crisis Management in Tertiary Institutions The philosophy of public relations places much emphasis on the need for two- way communication in the management of crisis in organizations .Experts have agreed that many forms of misunderstanding and difficulties that lead to conflict in organizations spring from poor or lack of communication, and managements and authorities are constantly encouraged to give information more readily and more often to employees and its public. (Best 2007; Madike, 2005). For an organization (in this case tertiary institution) to build good image the chief executive must have strategic vision, ensure that the basic responsibility of management is performed dutifully and be certain that the organization is dynamic and responsible to the plight of the staff and students. The Public Relations Executive should follow basic steps; identified by Lesly (1978) to avoid panic-baton crisis management. Premeditate; this is the act of developing plans well ahead of crises situation. The plan must be well understood, revised and updated .At the end of all these, the question to ask is’’ Am I prepared to meet any unexpected crisis on this campus?’’ if you can answer in the affirmative then the huddle is crossed. Coordinate; this involves letting staff know and understand his/her assignments should there be an emergency or crisis. It also involves putting in place, a special task for comprehensive news coverage in the event crisis. The Public Relations man should ensure that everyone knows who is doing what. During crisis, provision should be made for several a>GET ANSWER