Confronting Chaos and Forging Community: The Essence of Rebranding, Public Relation, and Enlightenment in Advocacy

Event: West Africa Advocacy Group Public Lecture
Venue: Forest Hotel, Dodowa, Accra, Ghana
Date: 27th April 2017
Speaker: Barrister (Dr) Anthony A. Orunkoya ACIArb (UK), FCIA, Notary Public
Theme: Confronting Chaos and Forging Community
Lecture Topic: Essence of Rebranding, Public Relation and Enlightenment in Advocacy

Introduction

The essence of every lecture is to understand a particular subject matter under discussion, and this cannot be achieved without a concise definition of the topic.

Sequel to this, Rebranding can be defined as the process of giving a company and/or organization a new outlook that will enhance greater acceptability of its products, services, and goals. In this millennium, countries rebrand to attract investors and boost their economy through the implementation of good and friendly foreign policies.

Rebranding, public relation, and enlightenment are interwoven. Public relation is the act of making people or a target audience appreciate the value of a service or product. Enlightenment, on the other hand, is the act of educating a target audience about your existence as a group or organization that is into one form of advocacy or business venture.

The Importance of Rebranding, Public Relation, and Enlightenment

Every organization — whether profit-oriented, non-profit, governmental, or non-governmental — needs Rebranding, Public Relation, and Enlightenment to succeed in its goals and objectives.

In most cases, advocacy groups are misconstrued because of the various mechanisms or tools they use toward achieving their set goals. Premised on this fact, resistance forces against advocacy groups often label them negatively before the public. These resistance forces have the resources to influence the press to circulate false perceptions about advocacy groups.

That is why the public usually misconstrues the essence of advocacy groups. It is, therefore, crucial for such groups to strategize toward achieving their objectives, and one of the key strategies is through Rebranding, Public Relation, and Enlightenment.

Advocacy groups must continually engage in rebranding efforts — giving the public a new outlook, changing their approach to issues, and adjusting their operational modes. However, before such changes occur, proper consultation with members is vital to avoid suspicion and uproar.

Growth in Advocacy Efforts

Before now, the frequency of public lectures, seminars, and workshops organized by advocacy groups was minimal. However, in recent times, there has been a remarkable increase in both the rate and quality of such events. This is a great rebranding effort.

Furthermore, many advocacy groups now engage more in charity work than before, which shows a growing understanding of the essence of public relations and rebranding.

For the purpose of this lecture, let’s briefly outline the Essence of Rebranding, Public Relation, and Enlightenment in Advocacy.

1. Integrity

Through rebranding, public relation, and enlightenment, advocacy groups can project their objectives for the general public to see and appreciate. People tend to appreciate what they know adds value to their lives.

However, advocacy groups should not expect a warm embrace from the government and its agencies.

2. Acceptability

Another advantage of rebranding, public relation, and enlightenment is acceptability.

The public will only accept what they know. Hence, if advocacy groups intensify their efforts toward rebranding, public relation, and enlightenment, the public will not only understand their true value and philosophy but also accept them as integral parts of the movement toward a better society.

The objectives of most advocacy groups touch on nearly every aspect of human existence — from culture, social values, welfare, to equal rights and justice.

These represent the true essence of man’s struggle for a better society. Every man wants to know his history and culture. Every man desires welfare, values, equal rights, and justice. These are the ideals advocacy groups propagate.

So, who will reject or condemn an organization that advocates for such?

The docile attitude of the masses toward advocacy groups is due to leadership failures to invest adequately in Rebranding, Public Relation, and Enlightenment.

3. Attraction of Allies

One major essence of rebranding, public relation, and enlightenment is that it attracts allies to your cause.

There are many advocacy groups out there with similar goals or objectives, but these organizations would never know of each other’s existence without proper visibility.

Rebranding makes your organization attractive to potential allies.

For example, Rotary International and Lions Club are world-class organizations with highly placed politicians and influential business magnates as members. Their objectives are similar to many advocacy groups. Similarly, Amnesty International, the largest human rights organization globally, shares goals with numerous advocacy groups in the areas of equal rights and social justice.

If the leadership of an advocacy group discovers itself, its members will also uncover themselves — and that’s when partnerships and alliances begin to form.

The harvest from such partnerships, both for the group and individual members, is inestimable.

The Foundation of Successful Rebranding

Premised on the above essence and benefits of rebranding, public relation, and enlightenment, the first strategy toward success must start from within.

Electing good and quality leaders is the first step. You cannot rebrand when your leadership is tainted with questionable character, fraud, vendetta, or lack of vision.

You cannot speak of rebranding and public relations when your leadership does not command public respect. How do you expect government officials or security agencies to take your cause seriously when your leaders fall short of acceptable societal standards?

Many leaders of advocacy groups in Africa lack a means of livelihood and community respect. Hence, internal restructuring is essential — members must be reorganized to live within acceptable norms of society.

Once internal restructuring is complete, true rebranding begins, and public relation and enlightenment can then proceed through seminars, workshops, campaigns, print media, radio, and television.

Conclusion

This lecture should be seen as a purge — a call to reinvigorate all advocacy groups as they strive for a better society through effective rebranding, strong public relations, and active enlightenment.

Aluta Continua! Victoria Aceta!

References

• Grunig, J.E., & Hunt, T. (1984). Managing Public Relations. New York: Holt, Rinehart, Winston.
• Grunig, L.A. (2007, May). Public relations in the chaos and change of transformational societies: The potential of evolutionary theory. Paper presented at the International Communication Association, San Francisco.