PR Gift Not
PR Gift Not Unethical, says Expert
A Public Relations (PR) expert has debunked the notion that any
kind of gift is unethical and tend to corrupt the communication
industry.
Speaking at a Media Workshop on Legal and Ethical Issues in
Investigative Journalism in Nigeria, Yushau Shuaib, a seasoned PR
Practitioner said that not all favours and gifts are intended to
compromise the integrity of journalists.
The Media Workshop organized by Daily Trust Foundation in
collaboration with Centre for Media Law and Development and
MacArthur Foundation had in attendance journalists, public
relations experts and representative of critical institutions and
security agencies.
Shuaib who is the founder of PRNigeria and author of
award-winning PR book ‘An Encounter with the Spymaster’ told the
participants at the workshop that there is a clear line of
distinction in professional conducts in public relations practice
which is a legitimate business of communication and the ethical
standard in journalism on news reporting.
“The western world by their orientation and contentment perceive
a gift as an improper behaviour to gain an advantage through
illegitimate means, while the rich African culture and traditional
belief recognise a gift as a demonstration of mutual relationship
and love.
“We should also note that there is a distinction between an
advertisement which is a payment for media space and Public
relations practice which encourages mutual and beneficial
relationships. In PR practice, seasonal gifts, Honorariums,
sponsored fellowship, reciprocal presents and other show of support
and kindness are not intended to compromise the integrity of the
recipients but to acknowledge partnerships, appreciates diligence
in professional conducts and facilitate creativity and
productivity.
“As PR Practitioners, we strongly kick against any inducement
that tends to compromise the integrity of reporters, but we
nevertheless see nothing wrong in organizing events that appreciate
the stakeholders through sponsored programmes, corporate Social
Responsibilities, promotional gifts, facility tours and other
expenses that are not necessarily provided in cash but in kind.
“The concept of ‘glocalization’ rather than globalization should
address our local peculiarity as we see nations offer their
partners a commitment to reciprocity and fairness. It is time
Africans jettison some practices by the western media which are
alien to our national identities and cultural peculiarities.
Meanwhile in a paper titled, “Security Agencies and Media in
Nigeria: An Overview,” the Executive Secretary of Centre for Crisis
Communication (CCC) Air Commodore Anas Yusuf, stated that the
relationship between the security agencies and press is very
critical in safeguarding and shaping the democratic credentials of
a nation.
Represented by retired Commodore Kabir Yusuf, the CCC Boss urged
the media to shun sensationalism in the coverage of security
activities and endeavour to balance reports on military engagements
with terrorists.
He said: “As much as possible, the media is expected to reduce
or moderate its partisan disposition in reporting or analyzing
security issues. It should be neutral as much as possible while
covering security operations.”
Also speaking at the occasion, Mr. Mike Amarere, a veteran
broadcaster with the African Independent Television (AIT), noted
that national interests and public good are relegated to the
background by state’s institutions like the judiciary, those who
enact laws and security agencies, to pursue the vested interests or
champion the narrow agenda of political leaders and some
influential elites.
‘In Nigeria, interests of ruling class constitute national
interest. Unlike other developed society, the interests of the
elite and ruling class are what constitutes national interest in
developing countries such as Nigeria.”
Amarere lamented the communication disconnect between the
security agencies and the press, advocating for a strong
collaboration between the two institutions.
Participants received certificates at the end of the
workshop.
By PRNigeria