functions of pr in govent. depart

7/28/2019 Functions of Pr in Govent. Depart

1/11

19

communication takes place in real time,these groups have a way to act and to

pursue a vision,to complete specific

objectives, to influence companies and

other institutions etc.These channels, or

instruments of online communicationare what enable us to use the Internetin a

ever greater variety of contexts, making

our communication increasingly more

rich andinteractive. It is in this context

we are now, platforms are increasinglymore accessible showingan increase in

the convergence of functions, while at

the same time online communication

toolsare becoming more versatile andvaried. The Web has thus become a

stage for dialogue andrelations whose

size is growing at a rapid pace.


2/11

According to WolframAlpha

32for a world population of 6.68 Billion

only 1.393 Billion people usethe

Internet. This means that the Internet has

yet to reach its full potential in terms of

users. Thiswill only happen when wesurpass a series of obstacles related to

the access to

communicationinfrastructures (such as

satellite links and other physical

communication networks) and to

thenecessary platforms (computers,

mobile phones and other devices to

access the Internet andthe web) and once

we apply efforts to increase the levels ofcomputer literacy.


3/11

In 2005, a study by the Pew Global

Attitudes Survey found the rate of

Internet penetration in theworld whosedata we can see the map of Figure 1.

Figure 1-Rate of Internet penetration by

country, depending on the results of the study

by the Pew GlobalAttitudes Survey. Source:http://manyeyes.alphaworks.ibm.com/many

eyes/visualizations/internet-penetration-by-

country-2

A careful analysis of the map makes itclear that the rate of Internet penetration

is not uniform.While in North America,

Europe and Oceania there is a noticeably

higher penetration rate, the32

http://www.wolframalpha.com/


4/11


5/11

20

same does not happen in the Africancontinent, South America and even Asia.

This disparitymay be due to several

factors, either by lack of infrastructure,

or difficulties in obtaining

accessplatforms (given their cost oravailability). But even if there is the

possibility to access theInternet, this is

not reflected in its use. For the Internet

to be actuallyused there has to be

somebasic knowledge of computer use,which is why it is so important to raise

levels of computerliteracy in the world,

in order to avoid a phenomenon of

digital divide and information exclusion.

However, according to the Pew /

Internet Institute, using the internet is


6/11

not something limited toa single age

group although it is dominated by the

Gen Y, Gen X, Younger Boomers. Sincetheadults 18 to 32 years (Gen Y)

comprise the largest share of users, and

that the efforts toimprove the usability

of platforms and communication

channels are ever more present, we

canextrapolate that the future use of the

Internet is something that will be

common to most agegroups.

Figure 2 - Internet users divided by agegroups. Source: Pew / Internet - Generations

Online in 2009

To summarize, in this chapter wepresented what we consider to be The

Internet and describedsome background


7/11

about how it works and on what are its

elements

33(Platforms, Instruments or33

We have chosen these elements for being

the ones described by Phillips and Young

(2009) in an OnlinePR context.


8/11


9/11

21

Channels, Context and Content34) as a way to justify that the Internet is a

stage for dialogue andrelations. In an

overall view, this stage is still out of the

reach of 80% of the world. Forthisreason we can only hope that its

impact on our daily lives will become

ever greater.

34

The concept of "content" will im ply the

concept of Data and Information (see the

description of theseelements in the

beginning of this cha pter).


10/11


11/11

Public Communications Department

The Department of Information and Public Communications has since independence deployed

Information Officers to play the role of Public Relations Officers, propagate Governmentdevelopment agenda and handle media liaison function.

However, with increased recognition of the role of communication in national development, the

Government through a report prepared in January 2006, established that the mode ofdissemination of information to the publics had various shortcomings since the Government

relied on fragmented traditional institutions to carry out this role. As a result the committee

recommended the establishment of Public Communications Units replace the PROs functions inthe Government MDAs to enhance communications within and without Government.

Functions of Public Communications Units in Ministries/Departments

Public Communications Units are responsible for:

Identifying significant Government events which require packaging of information for

dissemination to the media and the public;

Advising the Government on the best media practices which promote good Government

relations; Organising for a where Government policies, programmes and projects can be propagated

and promoted;

Preparing and organizing media/press briefs on weekly or monthly basis;

Preparing media supplements, documentaries, press releases, features;

Advising ministries/Departments on matters of Public Communications and dissemination

of information;

Carrying out research on public opinion on specific sectoral areas in the Government and

designing appropriate interventions to address the situation;

Formulation of Ministerial Communications Strategies and designing of Ministrys

communications structure;

The Department of Public Communications is divided into two (2) divisions. They are:

i. Public communications, and

ii. Media Monitoring and Research

functions of pr in govent. depart

Documents