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Nigeria's free digital learning hub. Videos, lecture notes, practice questions and leaderboards aligned with CCMAS, NBTE, NCCE, WAEC, NECO, IJMB and JAMB curricula.
Mass Communication · 100 Level
This is the complete lecture note for MCM 102 Principles of Public Relations., prepared for Mass Communication students at 100 Level. You can read it online below, open it in the full viewer, or download the PDF for offline study. It pairs with the course's video lectures, so you can read and watch together.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Course code: MCM 102 Course title: Principles of Public Relations Course credit load: 2 Units List of Series: Series 1: Foundations of Public Relations Series 2: Evolution, Objectives, and Functions of PR Series 3: Principles, Practices, and Ethics in Public Relations Series 4: Processes, Roles, and Challenges of PR Series 5: Philosophies, Channels, and Applications of Public Relations Series 1: Foundations of Public Relations Series Outline Part 1.1: Concept and Definition of Public Relations 1.1.1 Meaning of Public Relations 1.1.2 Distinction between Public Relations and Related Fields Part 1.2: Historical Background and Development of Public Relations 1.2.1 Early Practices of Public Relations 1.2.2 Growth of Public Relations in Modern Organisations Part 1.3: Importance and Scope of Public Relations 1.3.1 Public Relations in Profit Organisations 1.3.2 Public Relations in Non-Profit Organisations Part 1.4: Core Elements of Public Relations Practice 1.4.1 Communication and Relationship Building 1.4.2 Public Perception and Attitude Evaluation Introduction Public relations is a vital aspect of modern communication, shaping how organisations interact with their audiences and how the public perceives them. Whether in business, government, or non-profit settings, effective public relations helps to build trust, manage reputation, and foster mutual understanding. As you begin this Series, you will be introduced to the foundations of public relations, which will prepare you for deeper exploration in subsequent Series.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS The aim of this Series is to acquaint you with the basic concepts, historical development, importance, and core elements of public relations, so that you can appreciate its role in organisational success and societal engagement. We shall commence this Series by examining the concept and definition of public relations, including distinctions between public relations and related fields. Next, we will explore the historical background and development of public relations, tracing its growth into modern practice. Following that, we will consider the importance and scope of public relations in both profit and non-profit organisations. Finally, we will wrap up by discussing the core elements of public relations practice, focusing on communication, relationship building, and the evaluation of public perception. Series Learning Outcomes Upon completing this Series, you should be able to: SLO 1.1 define public relations and distinguish it from related fields, SLO 1.2 explain the historical background and development of public relations, SLO 1.3 analyse the importance and scope of public relations in profit and non-profit organisations, and SLO 1.4 describe the core elements of public relations practice, including communication, relationship building, and public perception evaluation. 1.1 Concept and Definition of Public Relations 1.1.1 Meaning of Public Relations Public relations is often described as the deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organisation and its publics. The term public relations refers to the practice of managing communication between an organisation and the groups of people who influence or are influenced by its activities. These groups may include customers, employees, investors, government agencies, and the wider community. At its core, public relations is about building trust and credibility. It involves shaping perceptions, clarifying organisational policies, and ensuring that communication flows both ways. In other words, it is not only about what an organisation says, but also about how it listens and responds to the concerns of its stakeholders. Fill in the blank: Public relations is a ______ effort to establish and maintain mutual understanding between an organisation and its publics.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Diagram showing organisation at the centre with arrows pointing to different publics (customers, employees, government, community). Figure 1.1 Communication flow between organisation and publics 1.1.2 Distinction between Public Relations and Related Fields It is important to distinguish public relations from related fields such as advertising, marketing, and propaganda. Advertising is the paid promotion of products or services through media channels, with the primary aim of increasing sales.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Marketing is the broader process of identifying customer needs and delivering products or services to satisfy those needs. Propaganda refers to biased or misleading communication designed to manipulate public opinion, often for political or ideological purposes. Public relations differs from these fields because it focuses on building long-term relationships and mutual understanding rather than short-term persuasion or manipulation. While advertising and marketing may be part of a public relations strategy, they do not encompass the full scope of PR. Fill in the blank: Unlike advertising, which is primarily aimed at increasing sales, public relations focuses on building ______ relationships with stakeholders. Feature Public Relations (PR) Advertising Marketing Propaganda Primary Goal To build and maintain a positive reputation and mutual understanding. To persuade an audience to take a specific action (usually buying). To satisfy customer needs and generate revenue/sales. To change ideological beliefs or social/political attitudes. Target Audience Stakeholders, media, employees, and the general public. Specifically defined target consumers. Current and potential customers (the market). A mass population or specific demographic to be "converted." Cost Model Earned (e.g., a news story) or Owned (e.g., a company blog). Paid (you pay for the space or airtime). Mixed (part of a broader business budget). Controlled (often through state or organizational resources). Control of Message Low (media outlets decide how to tell the story). High (the buyer controls every word and visual). High (the company dictates the product's 4 P's). Absolute (often involves suppressing opposing views). Credibility High (validated by a third party like a journalist). Moderate to Low (consumers Moderate (perceived as a business transaction). Very Low (if identified as such; often uses deception).
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Feature Public Relations (PR) Advertising Marketing Propaganda know it is a paid pitch). Ethical Standard Based on truth and verifiable facts. Based on persuasive highlights of a product. Based on value exchange and market research. Often uses half-truths, bias, or misinformation. Time Frame Long-term (building a brand over years). Short-term (driving immediate sales/clicks). Variable (both short-term sales and long-term loyalty). Indefinite (aiming for permanent mental shifts). Box 1.1: Key distinctions between PR, advertising, marketing, and propaganda Pilot questions 1.1 How is public relations defined in terms of organisational communication? What groups of people are typically considered as the publics of an organisation? In what ways does public relations differ from advertising? Fill in the blank: Public relations involves ______ communication between an organisation and its publics. Which term refers to biased or misleading communication designed to manipulate public opinion? 1.2 Historical Background and Development of Public Relations 1.2.1 Early practices of public relations The roots of public relations can be traced back to ancient civilisations where leaders used communication to influence public opinion. For example, rulers in ancient Rome issued decrees and inscriptions to inform and persuade citizens. Similarly, religious institutions employed storytelling and symbols to spread their messages. These early practices highlight that public relations is not a modern invention, but rather a discipline that has evolved over centuries. Fill in the blank: The roots of public relations can be traced back to ______ civilisations where leaders used communication to influence public opinion.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Image showing ancient Roman inscriptions or decrees as early forms of communication. Plate 1.1 Early communication practices in ancient Rome 1.2.2 Growth of public relations in modern organisations Public relations as a formal profession began to take shape in the late nineteenth and early twentieth centuries. Industrialisation, urbanisation, and the rise of mass media created new challenges for organisations, which needed to manage their reputations and communicate effectively with diverse publics. Figures such as Ivy Lee and Edward Bernays are often credited with laying the foundations of modern public relations, introducing principles of transparency, persuasion, and scientific approaches to communication.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Today, public relations has expanded into a global profession, with practitioners working in corporate, governmental, and non-profit sectors. It continues to evolve with technological advancements, particularly digital media, which has transformed how organisations engage with their stakeholders. Fill in the blank: Public relations as a formal profession began to take shape in the late ______ and early twentieth centuries. Period Key Milestones & Characteristics Ancient Practices (37,000 BC – 1800s) Foundations of Persuasion: Use of rhetoric, symbols, and monuments to manage image and power. Examples include Julius Caesar’s military reports and the Catholic Church’s Congregatio de Propaganda Fide (the root of the word "propaganda"). 19th Century Industrialization (1800s) The Age of Press Agentry: The rise of "Hype." P.T. Barnum mastered the art of "pseudo-events" and exaggerated publicity. Corporations began establishing the first internal press departments (e.g., Westinghouse in 1889) to manage public image during the Industrial Revolution. Ivy Lee (Early 1900s) The Public Information Era: Ivy Lee, the "Father of Modern PR," issued the Declaration of Principles (1906), advocating for
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