PR CORNER with Prosper Delali AYAYEE: Choosing the right communication tool: Matching the message to the moment in public relations

A number things determine success in public relations. The quality of message alone is not enough to determine the success if any PR communication but how effectively that message reaches its desired audience.

Experience has taught us enough to know that a well-crafted communication can fail if delivered through the wrong channel, while a simple message can have a significant impact when communicated through the appropriate medium.

One of the palpable mistakes a PR person can make is to assume that one communication tool can serve every purpose. It is important to know that every public relations situation requires a strategic choice of communication channels. Whether an organisation is managing a crisis, launching a new project, engaging stakeholders, introducing a policy, or protecting its reputation, the communication tool selected can determine the success or failure of the effort.

It is interesting how the communications scholar Marshall McLuhan puts it “the medium is the message.” His profound statement on the medium being the message remains relevant in today’s fast-paced media environment. The way information is communicated often influences audience perception just as much as the information itself.

Today’s PR is experiencing an intersection of traditional media, digital platforms, and face-to-face engagement and for that matter public relations professionals must understand not only what to communicate but also when and how to communicate it.

The effectiveness of a communication tool depends on several factors:

• The nature of the message
• The target audience
• The urgency of the issue
• The level of interaction required
• The potential reputational risk involved
• The communication objective

For example, announcing a new corporate partnership may require a press release and media coverage, while addressing public anger over a service failure may require direct engagement, media interviews, and social media interaction.

Classroom knowledge and experience has taught us that different situations require different communication tools.

Press Releases: The Foundation of Official Communication

One of the foremost and commonly trusted communications tools is the press release. It provides journalists and stakeholders with accurate, structured, and official information. It is best used for corporate announcements, product launches, new appointments, partnerships and agreements, policy updates, event promotions and so on.

A typical instance of its usage thatis highly visible for all to see is when government ministries or private institutions announce new initiatives, budgets, or policy changes, they often issue official statements and press releases to ensure that media houses report the information accurately. Globally, technology giants such as Apple Inc.  equally makes use of the same tool. This helps to provide accuracy and consistency, setting an official record, among others, allows companies to control key facts at any given time despite it being criticised for being a one-way communication tool.

Press Conferences: Communicating During High-Interest Situations

Situations that catch the attention of a significant part of the public often need more than a written statement. Press conferences have proven to be a more appropriate choice. Due to its approach, it allows leaders to speak directly to the public through the media while answering questions and addressing concerns. Crisis situations, major policy announcements, national emergencies and significant company developments will do better with this communications tool.

The COVID-19 pandemic was a clear case study of a press conference being a better choice than a mere press release. Government officials during those periods were seen regularly holding television briefings to update citizens on infection rates, restrictions, vaccination programmes, safety measures, among others. Worldwide, various governments also made use of the same communications tool to engage the general public. Transparency, clarification, credibility among others are the strengths this tool brings to the table.

Social Media: The Tool for Speed and Engagement

This communications tool is certainly one that no can refute the fact that it remains the only tool that has transformed the PR fraternity more dramatically than ever.

Social media platforms such as Facebook, X (formerly Twitter), Instagram, LinkedIn, TikTok, and YouTube allow organisations to communicate directly with audiences without relying on traditional media gatekeepers. Social media as a communications tool has proven to be best for real-time updates, awareness campaigns, public engagement, customer relations, event promotions and so on.

Often times we see government agencies using social media to communicate directly with citizens, particularly younger demographics. It is indisputably one of the best tools to explore as it is fast, has high audience reach and it is also a two-way engagement tool. However, a poorly worded post can escalate into a reputational crisis within hours.

This is why experts will advise us that it is best when social media complements coomunicatin effrts and not allowed to replace other communication tools.

Community Engagement: Building Trust Through Dialogue

In this PR journey, we have come to realise that not every communication challenge can be solved through media statements or social media posts. Sometimes people need to be heard before they are willing to listen.

Community engagement tools allow organisations to interact directly with stakeholders affected by their decisions. Common engagement tools such as: Town hall meetings, Public forums, Community durbars, Stakeholder consultations, Focus group discussions and so on.

We have seen how for instance governments make use of this tool to engage the public on large infrastructure projects such as road expansions, energy installations, and industrial developments often require consultations with traditional authorities, residents, transport unions, and local businesses. This tool helps to build trust, encourages stakeholder participation and also reduces resistance and misinformation.

Internal Communication: Reaching Employees First

This is one of the most significant communications tools. We all know how important employees are to every organisation as they are the first to trumpet the good things about the organisation. Employees are among an organisation’s most important stakeholders.

Employees who feel uninformed often become sources of rumours, speculation, and misinformation. This tool is best used for organisational changes, restructuring exercises, policy updates, leadership transitions and corporate culture initiatives. Internal communication tools such as staff meetings, email communications, internal newsletters, employee portals and leadership briefings. Internal communications tools when utilised well strengthens employee trust, improves productivity and ultimately makes employees internal ambassadors. The challenge with this tool is that it can lead to information leaks and conflicting messages when poorly managed.

Media Interviews: Putting a Human Face on the Message

Interviews provide a great opportunity to engage your audience. While press releases provide information, interviews put a human face on the message.

The beautiful thing about this tool is that it also allows leaders to explain complex issues, demonstrate empathy, and connect with audiences on a more personal level. Effectively, one can use this tool for reputation management, crisis recovery, thought leadership and policy clarification.

We have often seen how chief executives and public officials frequently appear on radio and television programmes to discuss issues affecting their institutions.

Corporate Websites: The Organisation’s Digital Headquarters

Visibility is crucial in this space of PR not to even talk about the fact that we are in the digital age, where every organisation needs an authoritative source of information. The corporate website serves this purpose. Unlike social media posts, websites allow organisations to provide detailed explanations, reports, documents, and updates. Websites can serve as avenues for official statements, annual reports, corporate profiles, policy documents and project information.

Corporate organisations increasingly use their websites to publish official notices, procurement information, policy documents, and public service announcements, just to mention a few. However, it must be stated that websites are less effective for immediate engagement and rapid communication.

Crisis Communication: Using Multiple Tools Simultaneously

This is one area every organisation dreads and would not toy with it. Crisis communication is perhaps the strongest example of why communication tools must match the situation. For example, during a crisis, relying on a single communication channel is often insufficient.

This is because the modern public expects information quickly, accurately, and consistently. In crisis situations these communication tools can be adopted: press conferences, media statements, social media updates, website notices, employee briefings and stakeholder meetings.

Unfortunate situations such as flooding incidents, industrial accidents, and public health emergencies require coordinated communication across multiple channels.

It is important to note that the larger the crisis, the more communication tools are required. While at it, prioritising speed, accuracy, empathy, consistency and transparency during crisis helps to restore credibility and mitigate the ramifications of the crisis.

Conclusion

This column has dealt effectively with using communications tools and maintained that public relations does not depend solely on crafting compelling messages. It depends on delivering those messages through the most appropriate communication channels.

When communication professionals successfully match the message to the moment, they build trust, strengthen relationships, protect reputations, and create lasting organisational value.

It is cear that organisations thrive when they communicate openly, honestly, and promptly. The choice of communication tool is therefore not merely a technical decision but it is a strategic one that can shape public perception and determine organisational success.

The author is a communications strategist with extensive years of work experience spanning sectors such as: PR consultancy, Banking & Finance, Government/Public sector, Telecom, Academia, Health/NGO etc

For contributions & comments, you can reach him via: [email protected] or 0246748481

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