PUBLIC RELATIONS AND OTHER RELATED PRACTICES

Public relations is something that is very dear to me, this season I am going to dedicate my blog to anything communications, public relations and media. One thing I realize is how public relations is being confused or misunderstood with other professions. I will share with you one after the other. Enjoy…………….

Public relations is usually confused with allied professions. PR draws on expertise and experiences from many fields while also overlapping with other disciplines and the profession tends to integrate rather than exclude and this is mainly due to the history and development of the practice.

Public relations encompasses various functions, from issues management to public affairs, advertising, lobbying and investor relations. This serves as strength for the practice but when it comes to definition and description of the profession this becomes a weakness.

There are recognizable differences between PR and these allied professions and the focus of this is to look at these professions, bringing out not only their differences to PR but also demonstrating how PR complements these other professions and vice versa.

PR and Journalism

Public relations and journalism have a long history. In fact founding fathers of the profession started their career as journalist. Thus it is no wonder a lot of people see PR as synonymous to journalism. Journalist and PR practitioners have a mutually beneficial relationship.

Organizations actively try to exert influence on policy-decision process and so they tend to seek access to the news media, with an assumption that greater and sympathetic media coverage of their stance will result in public opinion and policy making being favourable to them. As media space is limited, those who seek media attention inevitably have to engage in the intense processes of competition for this media attention (Anderson, 1993; Schlesinger&Tumber, 1994)

Many suggest that if organizations are to attract favorable media coverage, journalists must view them as a legitimate news source. Journalists rely on their own “judgments” when selecting sources. They treat sources differently “according to the degree of respect” with which they regard those sources(Blumler &Gurevitch, 1995, p55). They may view regular and accurate sources as more reliable and thus more legitimate. They may evaluate sources that can command more resources, as more important and thus more legitimate.(Anderson, 1991)

Theorists argue that journalists view certain sources as more legitimate, thereby allowing those sources to prompt media access and dominate the news in a public debate. Journalists tend to confer “a de facto legitimacy” on certain sources although it is “something that has to be gained by other sources” (Goldsmiths Media Group, 2000, p.36). Institutional sources for example, receive priviledges access to media and become the “primary definers” of news agendas by virtue of their power, representatives and Journalists also tend to assume that certain sources are entitled to know certain things by virtue of their social structural position and routinely rely on these authoritative sources; as it is the most efficient way of gathering news. Public relations practitioners are viewed as reliable, legitimate source of information for news content by journalist.

PR could be a key strategic choice that “already legitimate” and alternative sources should pursue, either to consolidate their media access or to make frequent interventions as they contend for media space. Public relations in some cases helps sources bypass the commonly cited obstacles such as lack of economic resources and realistic strategy for groups off the “beaten” path and without institutional legitimacy, to achieve media access.

Journalist for example may consider a large pressure group with a separate public relations staff as a legitimate news source. The size of the membership base of a social movement group may enhance the legitimacy of the organization in the eye of journalists. It should be noted, however, that not all actors in the public arena pursue media access. Rather, some corporations want to stay out of any news. Some groups pursue strategies of avoidance and secrecy. Other concentrates on their involvement in legal, political or education areas rather than on obtaining media coverage (Corbett, 1998). Thus, it is possible that such organizations may use their Pr departments to minimize rather than increase media attention. Studies of how PR influences news content to date have generally assumed a rather narrow view of PR efforts.

Much of the literature focuses on how news media utilize sources information subsidies are accepted whereas others are rejected.

Other studies highlight journalists’ perceptions of PR practitioners and the information subsidies they provide and the potential and actual effect of those perceptions on new coverage of the practitioners’ clients. Sources that can provide journalists with constant and usable story ideas are likely to become regular and favorable source. As a result, journalists and the sources can establish relationships, and the journalists may become dependent on the sources of news. Working under deadlines and competitive risk of being scooped, journalists also would consider responsiveness – the speed with which requested information is delivered to journalists- as a prime quality in practitioners (Hess,1984)

For their information to become news, practitioners must supply the information to the media by using the methods that coincide with the techniques journalists use to gather news. Although many accept press releases as the most ubiquitous information supply tool, other techniques include press conference, press interviews, background briefings, phone calls, and staged events. Journalists prefer information from sources that they perceive have no obvious self-serving economic interests. The “public interest appeal” strategy has proven particularly advantageous for nongovernmental groups, often operating in unfriendly political and media environments. 

Access to news making is a critical political resource in that it provides organizations the opportunity for their voices to be heard and to have an influence in public debate. Recent studies show that nonmainstream organizations increasingly achieve and maintain an authoritative and legitimate source through their media strategies developed by their public relations departments.

EWE’S WITHOUT THE TONGUE …………..why most ewes born in other regions don’t………………

My name is Lydia Esenam Adzimah. My mother, Patience Adzimah is from Anfoega-Dzana and my Dad, Moses Adzimah is from Wusuta; not very far from Anfoega-Dzana (About 10-15 minutes drive). This makes me 100% ewe (which am very proud of). I have three (3) brothers (those who know me already know). All my brothers (Godwin, Worlanyo and Devine) were born in Anfoega-Dzana. I was the only born in Accra.  My parents made sure to bring us up to be very respectful kids and never forgot virtues. They made sure we always spoke our language because they made us understand that if we didn’t speak it will go a long way to be a disgrace to them and not us. They tell us if elders spoke ewe with us and we weren’t able to answer, it will mean that they (our parents) didn’t teach us. 

They made us understand that there was no where we could learn to speak ewe but home and English and the others could be learnt in school and other places because those were where we interacted a lot with people from other tribes. This was how they managed to help us separate “knowledge” acquired from school, and one acquired from home. I must admit, there were numerous times where I wanted to and even tried to have my own way by speaking English at home and anytime I did, I was answered in ewe. 

Growing up, I have come into contact with people who are either 100% ewes like myself or have got parents who are half ewes. (Thus either the mother or the father) In all cases some can speak the language while others cannot and I ask myself who is to blame. Is it the kids or the parents? Is it that the parents didn’t find it important to speak their own language with their children? Or is it because they failed to eat “akple” and “fetridetsi” well enough? Lol. (My mum’s favorite). 

Most of my friends are ewes either on one side or both sides but sadly, they seem so lost in the ewe language every time they are spoken to. Though I wish they could speak the language at their ages, I always encourage them to make conscious effort to learn since it is never too late. 

Most of my friends (especially the 100% once) have expressed regret and remorse, for their inability to learn the language when they had the chance to. I have always known that kids when growing up are fast learners and I’m sure if they were being spoken to at the early stage of their lives, they would be “expects” by now. It is said that, “a new day brings new opportunity”. So you still can learn now and speak with your kids when they grow. Don’t let your children go through what you are going through now; the regrets of not being able to speak your own mother tongue. 

We have a lot of different people from different tribes living here in Accra, and other capitals around the globe. I am sure they all have behind their minds that someday we all will go back to wherever we might have come from- A place we call “the village”, a place we call “home”.

Some people are even shy to be identified as ewes. They resort to the culture of “brof)lization” of their hometowns and even their names. Seriously, some people sound terrible and horrible trying to do that.   If you don’t know the correct pronunciations, ask and you will be corrected. Some have said to me I speak very good English to be an ewe (I wonder who ever said ewes don’t speak good English). 

Aseye, Selorm, Mawuli, Esenam, Dziedzorm, Worlanyo, etc. Once you hear such names, you know outright from which tribe the individual hails.  This is usually followed by the question; “which part of the Volta region do you come from?” Those as me will proudly answer. But others will shamefully say; I don’t know L (sad). No matter what your response is, the next question will be weather they could speak the language. Regrettably, some will answer “NO” (And you can’t always blame them because it’s not their fault). Others (like me) will say “YES” because we grew up speaking it. I have some friends who are not ewes but I admire their effort in trying to speak or learn the language. They do it with all seriousness.

My parents have been very particular with the ewe language because they always tell us; “Ewe is the root of your identity”. My mum will always encourage her customers and people she came into contact with who can’t speak the language to do so. As much as they (my parents) will encourage us to speak the ewe language they also always made sure we spoke good English.  I must say am thankful to them for this. It has gone a long way to boost my confidence. I read ewe in church as much as I read English almost every other Sunday church service, and people are always proud of me. 

I cannot use myself as the yard stick but I know that each and every one of us who fall short in speaking the language can put the bits and pieces together to help ourselves to correct these wrongs in the next generation. By making the conscious effort with all the seriousness it deserves, I am sure we will NOT repeat the mistakes of our parents who didn’t encourage us or thought us to speak the ewe language.

I love you all

Let’s help one another.

Akpe na mi kataa.

When you miss that FRIEND

2 steps backwards, like a 1000 miles away. My heart feels deceived and my mind can't comprehend. We were like strangers knowing each other in a night.

A night wasn't enough so it took us hours, days, weeks, months and maybe years. I have nothing of you to touch but I feel you in my heart and memories. The inspiration, the motivation, the go-getting spirit, the encouragement you built through me.



Neither a better half nor a lover but a brother and a friend who will always be in my heart and there you will always be. Friends come and go but you have left me a mark; that which will be recognised even when my face is covered in the earth. As the tears fall on this script, I refuse to be torn apart from the hunting of my memories for the love enough to last me a lifetime. We have been through it all; the attention, the attraction, the affection, all these came through your actions.

Don't know what else to say but I know and I believe that meeting you was never a mistake. It was for a reason and that is YOU..............*kisses*

Woman 2.1 Summit ; Sharing is caring

Waking up to a terrible headache on the 19^th October a day I had prepared feverishly for not to miss this years’ Woman2.1 summit. I enjoyed the maiden edition two years ago and I vowed not to miss this one. I was home alone with my dad. Everybody had left to town. I quickly took breakfast in order to take painkillers to calm down headache I started feeling the night before. I took shower and dressed up in a hurry. My dad complemented my looks and walked me to the junction to get a cab to the venue (National Theatre). I finally arrived after going through all the traffic in town. I went straight to Benjamin since I had already booked a seat, filled the form and headed to the auditorium.

Hearing the voice from the foyer, I knew that was Esi Yanka. I wasn’t lucky enough since I heard just the final part of her presentation which had to do with her encouragement. She said “one didn’t have to be the first to be a winner”. She shared some exciting bullets from her book. One other thing I also heard she said that worked on me was, and I quote; “I realized that am soooo tall because I stand tall among tall people”. (As humorous as this might sound, it had a lot of meaning and made a lot of sense in the context it was used.) Fortunately for me, her full speech is online. Get it here www.esiyankah.com/index.php/78-my-speechs/78-woman-21-speech

Next to speak and share her life struggle was Sandy- CEO of “Diva Delicious”. She shared how she started diva delicious and spoke on the topic “Turning your passions into prophets”. Sandy spoke about “how to live within your means and how to invest”. She encouraged us to read a lot and learn lessons from those who are where we want to be in life.  Sandy challenged us not to be afraid to take a step of faith in all we do and doing what we love patiently and persistently. 

It was now the turn of Charlene Osei-Baffour, from “Diamond Pillars Women’s Ministry”. Charlene spoke on the topic “The doorway Of Destination”. With a lot of enthusiasm, she shared with us what Destiny was. Mrs. Baffour coined the 3d’s for destiny; Decision, Discovery and Direction. She encouraged us to do the extraordinary and yearn for excellence since that would take us to greater heights.  She shared some five major attributes of a woman. According to her, every Woman is a;

Divine statement maker

Sugar container

Salt container

Problem solver

Solution carrier

Don’t these sounds interesting?

To her, women have got 7 powers;

Power of Utterance

Power of influence

Power of motivation

Power of motivation

Power of encouragement

Power of adaptability

Power of transformation

Power of procreation

She summarized it all saying “God doesn’t call the Qualified, He qualifies the called”.

Dream it!. Dare it!. Do it! Next on the Bill was the ever loving, gorgeous and mentor of mine Mrs.  Gloria Buckman Yankson.  She shared her journey with us about how “Planit Gh” came to bear, all what she had to go through to bring it where it is now. The sacrifices, the encouragements and the relevant relationships she has built over the years. “It’s not what you have in your life, it’s who you have in your life that counts” #GBY  

For the first time publicly, she shared her experience about how she had to go through a condition when she was fifteen (15) which made her almost give up on life. But thanks to God and family, she wouldn’t have been where she is now. Nothing comes on a silver platter she says. It takes lots of hard work, research and a lot of talking to the right people about what you want to do, to make your dream a reality.

Believe, Begin, Become………………be relentless #GBY

As Benny Bonsu, a young lady who has lived in London and played a fantastic role in making this year’s London Olympic successful. Her story filled my eyes with tears. I couldn’t figure out why. Her mum has and will always be her inspiration as she single handedly brought her and her siblings up and support them in all they do. She didn’t deny the fact that she suffered racial discrimination while in London especially at the time when she started schooling……

Uche Ofodite, Chief Marketing Officer at Vodafone was passionate about her topic on “Womenomics”. She did a presentation on how women could be leaders by being passion driven. She believes that, “if you aren’t passionate about anything, then you can’t be a leader”. She encouraged us to take up opportunities as they come and be bold to take risks and keep our head high. She said these after she shared her challenges. 

Rosy Fynn, Consumer Manager Tigo Ghana got on stage as well and what made her stand out was the fact that she was the only one with the “kpenkpeshi” hair. (a stubborn type hair, which is very difficult to comb easily; until she decided to go natural)

She shared with us through her presentation on ways that can lead you to the top;

·         Learn to Network

·         Be who you are

·         Have a goal and focus on it

·         Learn to deligate

·         Empower any team you lead

·         Free yourself for other to do something

·         Finding mentors

·         Believing in your abilities

·         Develop tough skin

·         Find time in your life for extracurricular activities

·         Don’t be despair when you make mistakes, learn from them.

Monalisa Okojie, CEO/Founder of “Nehita Jewellery Company” that had gone global and was sharing ideas on how you can start a global business and why you should start a Global business and how to achieve success. She also appreciated fact that she had a very supportive family system. 

Finally, Dzigbordi Kwaku Dosoo, a woman I have admired for so many reasons. As she walked up the stage in her yellow colored jeans and dark pink African print shirt buckled with a brown belt, I felt she was really adaptive to the latest color blocking sense of fashion. For a minute I had a feeling she was going to talk about “Image”. A topic she shares at most seminars and on her Talk Show. 

Dzigbordi as usual gave us tips on the right make-up to use as ladies, the best outfit to wear in terms of the job you do. Some table etiquettes and of course touched on a little bit of communication. It was at this session I learnt that when speaking with someone, it was appropriate to look between the nose regions to the forehead, or better still look in the eyes of whoever it was, since looking at the lips of the speaker was found to be flirtatious.

All of the speakers were on point, and they all articulated their time. Though I expected more, I realized Benjamin and his team had factored time since there was going to be another program. Since this was the second time, I think “Effusion Motivate” had done a very good job, but I think more needs to be done in terms of advertisement and getting a lot 

more people to attend. One thing I realized this year too was the presence of guys who felt that though it was to empower women, they knew there was more to be learnt. Kudos to Benjamin and his team, I must say you guys did fantastic. To the MC, …….(forgotten her name) indeed she was great, she also shared a few things with us. Benjamin and his team, please next year God willing we will want to have a packed lunch and not snacks…….hehehehehe. Thank you very much.

Unconditional Love

One evening after a hard day’s work. I was alone and thinking, I just couldn’t figure out what I was thinking about. That was minutes ago when I had checked on a friend about her sick dad, when I wanted to find out how his condition was. She told me she wasn’t home yet , then I told her to let me know when she gets home. (Indeed she has been one of the friends I met after school tho we were in the same school. I didn’t know her till I completed. I got to know her well and she inspires a lot. I took her like the sis I never had) like I told her, when she got home, she got back to me saying her dad was still same :-( , all I could do was encourage her to keep the faith and that all we can do was to pray, after we discussed his condition. She really thanked me for being there and that I was a good person, that those she considered her best buddies aren’t even bothered. I told her it was the least I could do as a friend and that if she’s happy, I am. And if she is sad, I am. 

That evening minutes later, I had a feeling to check on a friend who I normally won’t check on at the time. I called and asked him the normal “how was your day question” all he said was he was rushing home because his son is sick……I felt sad wishing I could help in any way and I remembered that Our Help Comes From The Lord… suddenly I got moody and started to write this piece.

Don’t help friends looking at what you will get in return. Treat them because you have something to offer. For me I think LOVE is the greatest you can afford. Having a big heart full of love can turn a situation around. I think if I did offer you all the money in the world just for you to be my friend you still will not appreciate it. 

If I did offer you a car, it probably won’t be what you wished for. If I did get you a house, it just might not be the kind of house you always dreamt to live in. And you ask yourself what is in mind of an individual?.  If I gave you LOVE, unconditional love, you will really appreciate it with every breath you take. Love that I show through my thoughts, my kind words, my actions, my phone calls, my text messages, my silly comments, my appreciative gestures, a cheerful look, a warm smile, love that can indeed last you a lifetime. 

 True love comes from the heart, It comes from within. That which is ready to give, even if it the smallest you have, one that is ready to receive any criticisms, one that is accommodative, one that gives you all the attention you need………those kind of hearts are hard to find you have to open your “third eye”. I know someone will tell me that “I do so much to make other people happy, why do I always get the short end of the stick…..?”

Don’t stop doing good. I have learned that one can always pray for someone when you don’t have the strength to help someone in some other way, but remember God doesn’t give us everything we ask for; He has his reasons. Learn to encourage people in all they do, DON’T be envious of their success. Sometimes all a person needs is a hand to hold and a heart to understand. I have always believed that a lot of the trouble in the world would disappear if we were talking to each other instead of about each other.

Continue loving friends for whom they are not what they have. Try it, and you will never regret helping someone…………………………

CHEERS TO LIFE.