The PR Power in In-House Publication
By Nasif Sholagberu
In-house publications are materials created by an organization to communicate directly with its internal and sometimes external audiences. These publications can take various forms, such as newsletters, magazines, bulletins, or digital content.
Designed by the organization’s communication team, in-house publications serve as a vital communication channel. They project the organization’s image, enhance employee morale, and strengthen relationships with the public.
With advancements in media production, in-house publications have transcended traditional print formats. Many are now available online and on electronic media platforms. Some previously printed materials have been fully or partially converted to digital formats. Ultimately, it is not just the medium that matters, but the message being disseminated, and the platform best suited for reaching the target audience.
The primary objective of in-house publications is to share important information such as company news, updates, policies, achievements, and employee recognition. By reinforcing the organization’s values and culture, these materials enable organizations to maintain control over their messaging, ensure consistency in brand voice, and engage positively with their audiences.
According to Impactful Public Relations in Custom Management, a book by the Image Merchants Promotion Limited (IMPR) authors Kabir Abdulsalam and Maryam Na’allah, in-house publications are beacons of transparency. They illuminate institutions’ intricate workings while bolstering both internal and external images.
The book highlights effective strategies for driving positive change and enhancing reputations, exemplified by DG Bashir Adewale of the Nigeria Customs Service.
On page 114, the authors emphasize how, under Adewale’s leadership, the customs service adopted a proactive communication strategy, utilizing in-house publications as powerful tools to enhance its image.
The book outlines how the Nigeria Customs Service produced a printed newsletter, which serves as a regular takeaway for special guests and visitors to their corporate headquarters and service commands. This newsletter covers various topics, including policy updates, operational highlights, news, relevant information, and staff achievements.
As an in-house publication, the newsletter effectively engages multiple stakeholders, including government agencies, the business community, and the general public. Its informative content keeps stakeholders informed of policy changes, trade regulations, and collaborative efforts with other institutions.
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Since the appointment of Wale Adeniyi as Comptroller General of the Customs Service, he has ensured that the Public Relations Department produces not only the print edition of the newsletter but also an accessible online version, available for public download through the official website.
In the dynamic and ever-evolving landscape of information dissemination, practical public relations tools are pivotal in shaping public perception and bolstering institutional credibility. Rather than relying solely on conventional media, in-house publications can effectively provide information to audiences, akin to other media platforms.
The book details the types of in-house publications adopted by the Nigeria Customs Service, including newsletters, circulars, the official website, and the Nigeria Customs Broadcasting Network (NCBN).
The authors reveal that the customs service’s in-house publications have transformed the organization’s communication landscape, fostering internal cohesion, building transparency and trust with the public, showcasing achievements and innovations, humanizing leadership, and engaging various stakeholders.
In Nigeria’s political landscape, many politicians effectively utilize in-house publications, including Senator Saliu Mustapha, who represents Kwara Central. The lawmaker has employed in-house publications to effectively communicate with his constituents, establishing a website and social media pages for the Kwara Central Senatorial District.
These platforms, managed by his media assistant, are used to disseminate press releases and keep constituents informed about his activities and initiatives.
In conclusion, as a PR practitioner, I firmly believe that in-house publications are more than just a medium for sharing information; they are strategic tools that can significantly enhance an organization’s public relations efforts.
By providing a consistent platform for communicating important updates, celebrating achievements, and fostering a sense of community, these publications contribute to a stronger organizational culture and a well-managed brand image.
Organizations that embrace in-house publications will find them invaluable in maintaining transparency, boosting employee morale, and controlling the narrative during periods of both stability and crisis. By investing in quality content and thoughtful distribution, companies can maximize the benefits of these publications, transforming them into a vital component of their PR toolkit.
Now more than ever, organizations should harness the potential of in-house publications to connect with their audiences and achieve communication excellence.
Nasif Sholagberu a PRNigeria Fellow, writes from Ilorin [email protected]
