Predictive Model

components equally must be managed effectively. This, in Aliede’s (2012:22) view is:

the skillful application of planning, expertise, artistry, experience, creativity and innovation in the organisation, control, coordination, directing, monitoring, supervision and evaluation that must take place for the communication set objectives to be attained.

This should include choice of media. Selecting suitable and appropriate media for conveying environmental public relations is cardinal to the success of the campaign. To Aliede (2001:20) that is the only way to reach the diversified publics the communication messages are targeted.

Ozoh (2001:13) while quoting Moemeka (1990) is too in support of using the right media, especially when the aim is to affect change in people’s attitudes. As he puts it, the right mass media should change from acting as channels of distribution and transmission to becoming “vehicles for participation, expression and discussion,” so as to “become effective in inducing culture-bond of rural inhabitants to strive to change their attitudes to life by accommodating new and enhancing ideas that would improve the quality of their lives”.

Undoubtedly, the pivotal position of communication to successful environmental public relations is established. Perhaps left is how best to apply this powerful weapon in attaining the objective of environmental management restoration.

Here are some guidelines provided by Centre (2003:322) for ensuring effective application of communication in crisis management:

1. Anticipate the unexpected. Always be expectant of such crisis as accident, robbery, fire, flood or strike.

2. Institute and practice a crisis communication plan. Be ready ahead of any crisis.

3. Train employees. Get personnel ready for the task ahead.

4. Only one spokesman. Not two or more, just one talking to the media and the public.

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5. Get one more spokesman if the crisis spreads externally, as it should if it is environmental. He will be handling the publics involved or affected by the crisis.

6. Don not speculates. Do not guess the cause, cost or anything else. Be sure to say what you know.

Other measures recommended by Aliede (2012:43) include the following:

a. Utilising suitable communication designs, layout, frameworks, visuals and plans to attract sufficient attention.

b. Include drawings, paintings, pictures, illustration and actualities for attention retention among the less literate groups.

c. Use aesthetics, functional, original, creative, innovative, dynamic and local measures to appeal and motivate comprehension of the messages.

d. Apply proportional, clear, simple, balanced, harmoniously and rhythmically packaged communication element for informative, educative and entertainment goals of the audience.

e. Communication messages’ copy should be also professionally crafted as to certain the best qualities that would be inviting, luring and conveying the intended messages.

f. Message should lead to awareness, knowledge, desire, and conviction, making the audience to read, views, or listen to the message and eventually act according to the goal of the message.

Environmental problems are partly social issues requiring carefully, professionally and effectively packaged communication. Besides, the need to succeed in solving the problem, some other factors makes this necessary.

Among them are: justifying the huge investment of the clients, the high level of competition in the industry, globalisation, and safe guarding the professional reputation and image of the practitioner and agency. Indeed, well packaged communication messages is the greatest assurance and source of confidence that the project or programme will succeed. That is why it is the ultimate goal of every practitioner and agency.

SELF-ASSESSMENT EXERCISE

i. Give highlights of some principles of communication required in environmental public relations.

ii. Show the interface between communication and crisis management.

iii. Justify communication as the life wire of crisis management.

iv. Prove that well packaged communication is the root of success in environmental public relations campaign execution.

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4.0 CONCLUSION

No society would want to persist with attitude and behaviours adjudged to be negative. Efforts are usually put in place for the reversal of such ugly tendencies. In case of art antithetical to environmental harmony, measures too are put in place for attitudinal and behavioural change.

It is almost unanimous that when social issues and change are involved, communication becomes the dominant component of the instrument for the campaign. This is because of the qualities of communication as a vehicle for conveying feelings, ideas, messages, information, opinion, and values among others.

As a strong and powerful weapon, communication, when effectively and professionally applied, is a potent tool for social influence, effect and change. Besides, with its persuasive appeal and motivation, communication is capable of reversing behavioural patterns that inconsistent with societal expectations. Therefore, with expert proofs of these efficacies, it is now a conviction that if applied in line with the principles and guidelines, communication is the right instrument for restoring healthiness of our environment.

5.0 SUMMARY

Like the treatment of diseases, tackling environmental problem through environmental public relations requires dedication, commitment, strict observation of the rules, among others. Pertinently, therefore, practitioners must study and understand communication principles and guidelines.

Understanding them is crucial to their effective application and realisation of the intended objectives of such campaigns.

The necessity for understanding them and their effective utilisation is very obvious. Among them, the invested resources and clients’ expectations have to be justified, competition has to be outwitted, and image and reputation safe guarded; with this in mind, the result is forceful outing of campaigns with the end ultimately leading to successes.

6.0 TUTOR-MARKED ASSIGNMENT

1. Name and explain at least 10 principles of communication relevant to environmental public relations.

2. Compare and contrast Lawson’s and Skinner et al’s principles and guidelines of communication, pointing out their merits and demerits.

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3. Present communication inputs as the right tools for crisis management.

4. What are the suitable ways communications should be packaged in order to be effective tools for environmental transformation?