The Role and Responsibilities of Information Officers in a Changing

Information EnvironmentBY

VERSHIMA ORVELL-DIO

21st DECEMBER 2015

Contents

• Overview

• The purpose of government

• The role of public relations officers

• The responsibilities of information officers

• Responding to FOIA requests

• The changing information environment

• Preparing for the change in Information Management

• Conclusion

The purpose of government Security & welfare of the citizens = primary purpose of government –

Constitution, FRN

I. harness the resources of the nation and promote national prosperity and an efficient, a dynamic and self-reliant economy

II. control the national economy to secure the maximum welfare, freedom and happiness of every citizen on the basis of social justice and equality of status and opportunity

This is achieved through the instrument of the civil service:

I. The array of administrative and professional staff employed, on permanent and pensionable basis to established posts, by the state, to advise on and execute its policies – Idode (1986)

II. the administrative bureaucracy which occupies an essential position in the political system of nations – Anazodo el at (2012)

Functions of the Civil Service

To close the gap between the expression of government intention asndtheir actual accomplishment – Ezeani (2006)

The preparation of the nation’s plans – Babatunde (2010)

Informing the public about the decisions of government as well as theachievements, activities and major events

Monitoring and evaluating the performance of organizations –Marshall & Murtala (2015)

Who Public Information Officers (PIOs) are

Information officers, by whatever nomenclature are:

Officers responsible for gathering and distributing purposeful information

Responsible for giving out information about the organisation to;

I. Members of the public

II. Other departments

They differ from Public Relations Officers in private organisations

What Public Information Officers do

• They are communication coordinators and or spokespersons of government

• Liaison between their employers and the public

• Media Relations

• Develop and manage information that supports the needs and objectives of their organisations

• Managing and exploiting internally produced information

• Selecting, managing and acquiring information resources

What PIOs do Cont’d

• Crises management

• Preparation of information materials

I. Press releases

II. Facts sheets

III. Speeches

IV. Brochures

• Reviewing and editing messages, to ensure consistency and accuracy

The difference between Roles and Responsibilities

Roles

Who you are in an organisation

The part someone has in a particular situation or organisation

Your designation in the office

Responsibilities

The functions

Duties

Obligations

The difference between Roles and Responsibility

The roles of Public Information Officers

• Communication technician

• Expert prescriber

• Communications facilitator

• Process facilitator

• Research

• Trusted counsel to the employer

• Trusted advocate of the public

• Building and maintaining public support

The responsibilities of PIOs

• Drawing up a media plan

• Don’t plan as you go along

• Come up with a clear cut PR strategy

i. Goals

ii. Plans attaining the goals

iii. Standards for measuring results

• Finding news worthy angles

• Finding possible areas of bad press

The responsibilities of PIOs Cont’d

• Establishing and maintaining relationships with key journalists and media influencers

• Organising special events

• Maintaining a Social Media presence

• Advocating for the masses

• Preparation of a needs budget

• Knowledge of the right of the public to access information

• Development of procedures

Responsibilities of PIOs Cont’d

• Drawing up materials for use during media briefings

• Obtaining approval for media/press releases

• Providing status reports on incidents

• Managing media and public inquiries

• Informing the public about what to do

The responsibilities of PIOs Cont’d

• Drawing, reviewing and updating contact lists

I. Media

II. PIOs from other MDAs

III. Regulators

IV. Legislature

V. Training institutions/schools

The responsibilities of PIOs Cont’d

• Following up on disseminated information

• Monitoring feedback

Maintaining a ‘To Go Kits’

• Tools and resources at the disposal of the PIO

I. Pens, stapler, paper, tape recorder,

II. Television, radio

III. Mobile devices with internet connectivity

IV. Organisation’s letterhead

V. Operation plan

VI. Contact lists

VII.Pre-scripted messages & templates releases

Providing requested information

• Request made under FOIA

• Request for balancing a story

Information Covered by the FOIA

• Everything

• files,

• letters,

• databases,

• loose reports,

• emails,

• office notebooks,

• closed files

• archived material

• information in current use

• videos, photographs,

• wall charts and

• maps

• information received from other institutions

• etc

Information not covered by the FOIA

• Any requests for regular information

• Recruitment brochures,

• Leaflets,

• Press Releases and

• The text of public speeches –

• should be treated as normal and routine correspondence.

Guidelines for Implementing the FOIA

• The FOIA is not solely concerned with responding to requests for information. It also requires that all public institutions shall organize their records in a manner that makes them accessible to the public as well as publishing information using multimedia formats (i.e. print, electronic and online) – HAGF (2012)

• The FOIA applies to all public Institutions. A public institution is any legislative, executive, judicial, administrative or advisory body of the Government, including boards, committees or commissions of the State which are supported in whole or in part by public fund or which expends public fund, and private bodies providing public services, performing public functions or utilising public funds.

Interactivity in PR the internet offers a great avenue for interactivity in PR

the value of the web as a “dialogic communication medium – Kent & Taylor (1998)

It can be a major tool for increased transparency with the possibilities of posting content online and engaging in stakeholder discussions -Nordström (2012)

social media used to its full potential can provide public relations with a more two-way and interactive, global, strategic, and socially responsible approach – Grunig (2009)

Creativity in Public Relations People think they understand what PR is all about, they think it can be

learned and practiced by observing the rules… but creativity is an essential part of PR. Contrary to what many people may think success in this domain cannot be achieved without creative thinking. Palea(2010)

Technology itself will not create these relationships; instead it is how it is used that will decide on the outcome – Kent & Taylor (19998)

Approaching negative publicity

Identify the source or originator of the smear

Approach the aggressor with a calm plea, not counter attack

Provide the missing link

Seek removal of the offending information and upload of the correct information

Interactivity in PR

Not merely for mutual engagement but also for trust and accountability

Trust and transparency is increasingly important for organisations in order to build relationships and create support – Coombs and Holladay (2010)

Open conversations with publics are being argued as essential aspects of contemporary public relations in order to pursue interactivity, transparency, and ethical behaviour –

importance of transparency concerning not just financial information but additional information that stakeholders find interesting such as decision-making, “accountability for action, and consequences for those actions – op cit

all stakeholders are not interested in detailed disclosure but most want assurance of honest behaviour – Gower (2010)

Internet; cause of the change

How the Social Media has Changed Information Management

Personal service

Information gathering

Conversation vs speech

Citizen Journalism: Information provision or improvisation

The arrival of the internet

• Information is no longer strictly in the control designated persons

• Many people do take information from you, commoditize or even weaponize it

• People manufacture information where it is not provided

• Bloggers fill the internet with attacks on brands, organisations and individuals

• Citizen journalism

• Social media

The Shift in information management

Traditional information management

• Centralised authority

• Newspapers

• Television

• Radio and

• Town crier

Tradigital information management

• Dispersion of authority

• Owned content

• Social media

• The internet

• Increased and rapid interactivity

Preparing for working in a changing information era

get education about the internet and social media

I. Understand how search engines work

II. Learn how to create, maintain and operate blogs

III. Get conversant with networking sites

Get conversant with Search Engine Optimisation

create a database of information about your organisation

Identify your publics and the media space they occupy

Conclusion

Technological advancement has brought changes in all facets of human existence, including public relations and information mgt

Public Relations and Information Officers must update and upgrade

They must be on the information radar 24/7, monitoring and providing information