MAC 232 Environmental Public Relations Complete Study Notes

Course Information and Core Objectives

• Course Details: MAC 232 - Environmental Public Relations is a $3$-credit unit undergraduate course for Mass Communication students at the National Open University of Nigeria (NOUN).

• Course Team:

  • Course Writer/Coordinator/Programme Leader: Dr. J. E. Aliede.

  • Course Editor: J. Bel-Molokwu (Pan-African University, Lagos).

• Educational Purpose: The course material is prepared with a Nigerian focus while maintaining a global perspective to equip students with knowledge of PR principles applied to environmental management and sustainable development.

• Learning Objectives: By the completion of this course, students must be able to:

  • Discuss the universal and historical background of public relations (PR).

  • Identify the factors leading to the growth of PR, specifically in Nigeria.

  • Identify communication tools and organizational structures of PR agencies.

  • Address the challenges facing Environmental Public Relations (EPR).

  • Discuss the nature of the environment and the imperative of protecting it from destruction.

  • Identify ethical issues and legislative frameworks in EPR.

Understanding the Foundations of Public Relations

• Definition of Public Relations (PR):

  • General Concept: A state of mind related to human (and animal) alertness and consciousness to shield oneself from negativity and preserve image, integrity, and reputation.

  • Nwosu and Uffoh ($2005$): A specialized area of reputation management applying PR principles, strategies, and tactics to manage environmental issues/projects for sustainable development goals.

  • Black ($1989$): The art and science of achieving harmony with the environment through mutual understanding based on truth and full information.

  • British Institute of PR: A deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its publics.

  • IPRA (International Public Relations Association): An art and social science used to analyze trends, predict consequences, counsel leaders, and implement action programs serving the public interest.

• What PR is NOT:

  • It is NOT journalism or press agentry (though it uses them as tools).

  • It is NOT bribery, using "call-girls," or using "unintelligent receptionists."

  • It is NOT "fire-fighting," "fire brigade measures," "voodoo," "window dressing," or "cover-ups."

  • It is NOT hit-and-run experimentation; it must be data-based and systematic.

• Universality and History:

  • Antiquity: PR is as old as man. Biblical origins trace to Adam and Eve's consciousness of nakedness (Genesis $1:7$).

  • Ancient Civilizations: Word-pictures and festivals in Egypt; verbal persuasion in Greece; oratory and public opinion in the Roman Empire.

  • US Pioneers: P.T. Barnum, Edward L. Bernays, Ivy Ledbetter Lee, Arthur Wilson Page, Rex Harlow, John Hill, and Henry Ford.

  • The Church: Pope Gregory XIII established a congregation for the propagation of faith to entice followers during the Reformation.

• PR in Nigeria:

  • Origins: Introduced by colonial masters for administration and communication.

  • Milestones:

    • $1940$: Colonial government established an information office in Lagos.

    • $1944$: Changed to Public Relations Office.

    • $1945$: Changed to Public Relations Department with regional offices in Ibadan, Enugu, and Kaduna.

    • $1949$: UAC (United Africa Company) established the private sector's first information office.

    • $1963$: Public Relations Association of Nigeria (PRAN) formed by Dr. Sam Epelle.

    • $1990$: Decree No. $16$ created the Nigerian Institute of Public Relations (NIPR) to regulate the practice.

Media, Tools, and Classification of PR

• Diversity of Media: Multiplicity of tools is required due to societal complexity, constant crises, and global competition.

• Tool Categories:

  • Print: Newspapers, magazines, books, billboards, journals, press releases, house journals, annual reports, maps, flags, logos, and badges.

  • Electronic: Radio, TV, Internet, Facebook, Twitter, Blog, YouTube, Wikis, SMS, GSM, Podcasts, Webcasts, and digital cameras.

  • Activities/Events: Advertising, promotions, exhibitions, AGMs (Annual General Meetings), trade fairs, press conferences, seminars, colloquiums, rallies, and lobbying.

• Key Functions of PR:

  • Analyzing trends and predicting consequences.

  • Preventing and resolving conflicts/misconceptions.

  • Establishing sound corporate image and attracting customers.

  • Ensuring harmonious management/labor relations.

  • Acting as a liaison for Corporate Social Responsibility (CSR).

• Interdisciplinary Distinctions:

  • PR vs. Advertising: Advertising is usually a paid communication tool for selling goods; PR is broader and focuses on relationship sustainability.

  • PR vs. Marketing: Marketing identifies and satisfies customer needs for profit; PR deals with broader stakeholder ethical and social responsibility.

  • PR vs. Propaganda: Propaganda is often one-sided, biased, and deceptive (distorted by figures like Adolf Hitler); PR relies on truth and full information.

Theoretical Models and Communication Processes

• PR Models:

  • RACE Model (John Marston, $1983$): Research, Action, Communication, Evaluation.

  • Transfer Process (Frank Jefkins, $1988$): Converting Hostility to Sympathy, Prejudice to Acceptance, Apathy to Interest, and Ignorance to Knowledge.

  • Ten-Point Model (C. Coulson Thomas): Situation analysis, Objective selection, Public classification, Program planning, Development, Costing, Modification, Reporting, and Evaluation.

  • Four-Step Model (Cutlip and Center): Research/Listening, Planning, Communication/Action, Evaluation.

  • IPCM or OP-Matrix (Marston, $1986$): Info gathering, Public affairs, Communication management, Marketing.

  • Gruining and Hunt ($1984$): Press Agentry (One-way/Propaganda), Public Information (One-way/Objective), Two-way Asymmetric, and Two-way Symmetric (Dialogue-based).

  • RICE Model (Nwosu, $1996$): Specifically handles Environmental Public Relations as a mass mobilization tool.

• The Seven C's of Communication:

  • $1.$ Credibility: Believability and confidence.

  • $2.$ Context: Must reflect environmental realities.

  • $3.$ Content: Meaningful and relevant to the receiver.

  • $4.$ Clarity: Simple themes without ambiguity.

  • $5.$ Continuity/Consistency: Repetition for penetration.

  • $6.$ Channels: Use familiar vehicles for the audience.

  • $7.$ Capability: Account for the audience’s knowledge and habits.

Public Relations Organizational Structure

• PR Agencies: Corporate organizations consisting of professionals rendering services to clients.

• Structures:

  • Internal/Corporate: Located in the CEO's office, handling press relations and community relations.

  • Consultancy Agency: More complex; includes Creative Services (polling/merchandising), Research, Accounts, Drafting, and Administration.

• Agency Classifications:

  • General/Full Service Agency: Handles all aspects from planning to evaluation.

  • Specialty Agency: Renders specific services (e.g., only research or creative services).

• Quality Measures (Criteria for Success):

  • Creative talent and the ability to listen to clients.

  • Organized performance and consistent quality.

  • Integrity and honesty.

  • Failure indicators: Personnel turnover, missed deadlines, poor cost estimation, and inconsistent service.

Environmental Public Relations (EPR) and the Global Ecosystem

• Nature of the Environment: Co-existence of living (Man, Animals, Plants) and non-living elements (Water, Land, Soil, Air).

• Ecology and Ecosystems: The symbiotic relationship where man depends on plants for oxygen/food and plants depend on soil/decayed matter for nutrients.

• Components of EPR:

  • Handling conservation and reservation of fragile environmental elements.

  • Involving "Stakeholders": Federal Government, FEPA (Federal Environmental Protection Agency), NEMA (National Emergency Management Agency), NGOs (Non-Governmental Organizations), Red Cross, and local communities.

• Destructive Challenges:

  • Man-Induced: Overpopulation ($7$ billion targets $9.1$ billion by $2050$), improper waste disposal, mining, industrialization (CO2/Nitrogen oxide emissions), and urbanization.

  • Natural Causes: Soil erosion, earthquakes (e.g., $2004$ Tsunami killing over $86{,}000$), volcanic eruptions, hurricanes (e.g., Katrina, Sandy), droughts, and desertification.

• Strategic EPR Tools:

  • Societal Marketing: Using CSR to show corporate responsibility.

  • Social Marketing: Marketing non-profit ideas like environmental health.

  • De-marketing: Discouraging harmful consumption (e.g., improper waste dumping).

  • TQEM (Total Quality Environmental Management): Ensuring eco-friendly organizational performance.

Crisis Management and Case Studies

• Crisis Classifications: Immediate, Emerging, Sustained.

• Exxon Oil Spillage ($1989$):

  • Location: Prince William Sound, Alaska.

  • Disaster: $11$ million gallons of oil spilled.

  • Failure: Poor communication and rigid headquarters; seen as "money-minded and inhuman."

• Union Carbide Chemical Leak ($1984$):

  • Location: Bhopal, India.

  • Fatalities: $1{,}700$ to $4{,}000$ lives lost.

  • Causes: Criminal negligence (scrubber out of service, flare tower non-functional).

  • Result: Settled for US$470 million in legal charges ($1989$).

• Johnson & Johnson Tylenol Crisis ($1982$):

  • Issue: Cyanide poisoning of capsules.

  • Response: Recalled product at a cost of US$50 million; introduced tamper-resistant containers.

  • Result: Classic case of successful corporate recovery due to openness and public interest.

• Nigeria 2012 Flood Disaster:

  • Cause: Heavy rainfall and the bursting of a dam in Cameroon.

  • Impact: Hundreds of lives lost; billions in property damage across $2/3$ of Nigerian states.

  • Criticism: Agencies (FEMA/FEPA) were caught napping; lack of organized PR or relief transparency.

Legal and Ethical Frameworks in EPR

• Ethical Considerations: Voluntary adherence to and respect for truth, decency, and public interest. Adherence results in credibility, high productivity, and trust.

• Major Environmental Laws in Nigeria:

  • National Policy on Environment: Ensures development projects perform compulsory Environmental Impact Assessments (EIA).

  • Decree No. $58$ of $1988$: Established the Federal Environmental Protection Agency (FEPA).

  • Regulation ($1991$): Management of Solid and Hazardous Waste.

  • Act (CAP. $131$ LFN): Industrial Pollution Abatement and Effluent Limitations; requires pollution monitoring equipment in industries.

  • Decree No. $86$ of $1992$: Mandates EIA prior to any major programme likely to affect the environment.

  • Additional Laws: The Mineral Act ($1946$), Petroleum Decree ($1969$), and Oil in Navigable Waters Act ($1968$).

• Urgent Needs for Global Survival:

  • Dredging rivers (Niger and Benue) to prevent floods.

  • Improving capacity for the Nigerian Meteorological Agency (NIMET).

  • Ending the "Ego Syndrome" between the USA and China over global warming responsibility.