Meaning, Importance and Media of Public Relations for SS 3

Class: SS 3
Term: First Term
Week: 8
Age: 17 years
Duration: 60 minutes
Subject: Salesmanship
Previous Lesson: Commercial Banks and Finance Houses as Sources of Finance
Topic: PUBLIC RELATIONS AND CUSTOMER SERVICES
Subject Matter: Importance of public relationship; Media of public relations

Specific Objectives

By the end of the lesson, pupils/students should be able to:

Cognitive Domain

• Define public relations.
• State at least four reasons for the importance of public relations.
• List and explain at least five different media of public relations.

Affective Domain

• Appreciate the value of good public relations for an organisation.
• Participate actively in group discussions on the benefits of a Public Relations Officer.

Psychomotor Domain

• Identify examples of public relations media in their daily lives.

Social Domain

• Collaborate effectively with peers during group activities.

Reference Materials

The following resources were used in planning this lesson:

• 2014 Senior Secondary Education Curriculum (SSEC)
• Relevant State Unified Scheme of Work
• FCT ERC/NAPPS Scheme of work
• Salesmanship for Senior Secondary Schools, Textbook 3.

Instructional Materials

The teacher will teach this lesson with the aid of:

• Whiteboard and markers
• Charts showing examples of PR media (e.g., newspaper clippings, press releases, social media screenshots)
• Handouts with case studies on public relations scenarios

Rationale for the Lesson

This lesson helps students understand how businesses build and maintain a positive image with their customers and the general public. It provides essential knowledge for future sales professionals, highlighting how good public relations supports sales efforts and overall organisational success. Understanding these concepts is crucial for effective communication and relationship management in the business world.

Prerequisite/Previous Knowledge

Students should have a basic understanding of business communication and the concept of customer service.

Lesson Content/Board Summary

Meaning, Importance and Media of Public Relations

Meaning of Public Relations

Public Relations (PR) refers to the deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organisation and its publics. It involves managing communication between an organisation and its target audience to build and maintain a positive image and reputation.

Importance of Public Relations

Public relations is very important for several reasons, including:

1. Building a Positive Image: PR helps an organisation create and maintain a favourable public perception, which is essential for attracting customers and investors.
2. Enhancing Credibility: Through credible media coverage and endorsements, PR can build trust and belief in an organisation’s products, services, and values.
3. Crisis Management: Effective PR strategies help organisations manage and mitigate negative publicity or crises, protecting their reputation during challenging times.
4. Promoting Products and Services: PR activities can generate positive media attention and public interest, indirectly promoting offerings without direct advertising costs.
5. Attracting and Retaining Talent: A strong public image makes an organisation an attractive employer, helping to recruit and retain skilled employees.
6. Fostering Community Relations: PR helps organisations build good relationships with local communities, which can be beneficial for operations and social license.
7. Influencing Public Opinion: PR can shape public perception and attitudes towards an organisation, its industry, or specific issues.

Media of Public Relations

Various channels or media are used to carry out public relations activities. These include:

1. Press Releases: Official statements or announcements sent to news media to inform them of something newsworthy about the organisation.
2. Press Conferences: Events where an organisation’s representatives meet with journalists to make announcements and answer questions.
3. Newsletters and Magazines: Publications distributed to employees, customers, or stakeholders to share updates, achievements, and relevant information.
4. Social Media: Platforms like Facebook, Twitter, Instagram, and LinkedIn used to engage with the public, share news, and manage reputation in real-time.
5. Websites and Blogs: Official online platforms where organisations provide information, publish articles, and interact with their audience.
6. Speeches and Presentations: Public addresses by organisational leaders at events, conferences, or community gatherings to convey messages and build rapport.
7. Sponsorships and Events: Supporting community events, charities, or sports teams to enhance brand visibility and demonstrate social responsibility.
8. Public Service Announcements (PSAs): Messages broadcast through media to inform the public about important issues, often related to social causes supported by the organisation.
9. Annual Reports: Comprehensive reports published annually for shareholders and the public, detailing the organisation’s financial performance and activities.
10. Interviews: Representatives of the organisation giving interviews to journalists on television, radio, or print media.

Teaching Methods/Instructional Techniques

Discussion, Explanation, Question and Answer, Group Work, Guided Practice

Instructional Procedures

Step 1: Introduction

Time: 5 minutes

Teaching Skill: Hook/Recall

Teacher’s Activity: The teacher greets the students and asks them to recall what they understand by “image” in the context of a business. The teacher then introduces the topic of Public Relations as a way businesses manage their image.

Pupils’ Activity: Pupils respond to the teacher’s questions and listen attentively to the introduction.

Learning Point: Business image concept

Step 2: Meaning of Public Relations

Time: 10 minutes

Teaching Skill: Explanation/Definition

Teacher’s Activity: The teacher defines Public Relations (PR) using simple language and provides examples of how organisations use PR to maintain a good image. The teacher writes the definition on the board.

Pupils’ Activity: Pupils listen, ask questions for clarification, and note down the definition of Public Relations.

Learning Point: Public Relations definition

Step 3: Importance of Public Relations

Time: 10 minutes

Teaching Skill: Discussion/Elaboration

Teacher’s Activity: The teacher discusses the importance of public relations, explaining how it helps in building a positive image, enhancing credibility, managing crises, and promoting products. The teacher encourages students to give real-life examples.

Pupils’ Activity: Pupils listen, contribute their ideas, and ask questions about the importance of PR.

Learning Point: Importance of PR

Step 4: Group Discussion on PRO Benefits

Time: 10 minutes

Teaching Skill: Group Facilitation

Teacher’s Activity: The teacher divides the students into small groups and instructs them to discuss the benefits of having a good Public Relations Officer (PRO) for an organisation. The teacher monitors and guides the discussions.

Pupils’ Activity: Students discuss in their groups and prepare to present their findings to the class.

Learning Point: Benefits of a PRO

Step 5: Media of Public Relations (Part 1)

Time: 8 minutes

Teaching Skill: Listing/Explanation

Teacher’s Activity: The teacher introduces the various media used in public relations, starting with traditional media like press releases, press conferences, and newsletters. The teacher uses charts or examples to illustrate each.

Pupils’ Activity: Pupils observe the charts, listen to explanations, and identify the different traditional PR media.

Learning Point: Traditional PR media

Step 6: Media of Public Relations (Part 2)

Time: 7 minutes

Teaching Skill: Listing/Explanation

Teacher’s Activity: The teacher continues by explaining modern PR media such as social media, websites, blogs, and sponsorships. The teacher provides contemporary examples relevant to students’ experiences.

Pupils’ Activity: Pupils listen, ask questions about modern PR media, and relate them to their daily use of technology.

Learning Point: Modern PR media

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

1. What is Public Relations?
2. Mention three reasons why public relations is important for a business.
3. List four different media used for public relations.
4. In your own words, explain one benefit of having a good Public Relations Officer.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: PR concepts understanding

Step 8: Note-Taking

Time: 10 minutes

Teaching Skill: Guided Writing

Teacher’s Activity: The teacher guides pupils/students to copy the essential Board Summary notes on the meaning, importance, and media of public relations into their notebooks.

Pupils’ Activity: Pupils/students copy the notes carefully into their notebooks.

Learning Point: Board summary recording

Step 9: Conclusion

Time: 5 minutes

Teaching Skill: Summarisation

Teacher’s Activity: The teacher briefly summarises the key points of the lesson, reinforcing the importance of public relations in building and maintaining a positive image for any organisation. The teacher encourages students to observe PR activities around them.

Pupils’ Activity: Pupils listen to the summary and ask any final questions.

Learning Point: Lesson consolidation

Continuous Assessment/Further Study

Type: Homework

Instruction: Answer the following questions in your notebook:

1. Research and identify an organisation in Nigeria that you believe has excellent public relations. Describe at least two specific PR activities they engage in.
2. Explain how social media can be effectively used as a public relations medium by a small business.
3. Differentiate between public relations and advertising, providing one key distinction.

Lesson Keywords

• Public Relations (PR) – The practice of managing communication between an organisation and its public.
• Image – The general impression that a person, organisation, or product presents to the public.
• Credibility – The quality of being trusted and believed in.
• Press Release – An official statement delivered to members of the news media for the purpose of providing information.
• Social Media – Interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests, and other forms of expression via virtual communities and networks.

Differentiation

For students who grasp the concepts quickly, encourage them to research a recent PR crisis and discuss how it was handled. For those who need more support, provide simplified definitions and more direct examples of PR media, perhaps through visual flashcards or guided reading.

Suggested Lesson Videos

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