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Q: What are the difficulties encountered in communication from the Public information officers point of view? Put yourself into the PIO role and discuss what you find to be the top 3 issues.
1) The top three difficulties encountered in communication from the viewpoint of a Public Information Officer are credibility, numerous communication channels, and measuring the impact of social media. Even though the Internet made it easy for people to transmit messages, competition has made it difficult for information to reach their intended audiences. Today the Public Information Officer (PIO) has to overcome the challenge of credibility. Unlike in the past when PIOs worked hard to perforate media outlets, and there were editors whose primary purpose was to screen public information for quality, professionalism, and accuracy; today anyone connected to the Internet can convey a message across the globe within a second. This capability has led to vast credible information used for promotional purposes.
Gone are the days when printed media, radio, and television were the only channels of communication. Currently, multiple channels and pathways can be used to target an audience. The constant need for identifying the right channel to reach the target audience exists, making it necessary for PIOs to understand different communication channels for the successful application (Liu & Yuan, 2015). Social media is every PIOs first choice since the process of conveying a message is simple. However, the problem associated with this simplicity is the difficulty of measuring the impact of such words (Allcott & Gentzkow, 2017).
2) Public information officers face various challenges when communicating on behalf of the organizations they represent. First, choosing the right channel of communication is the first issue, especially in todays world of digital communication. On a daily basis public information officers are required to keep up with emerging communication technologies to ensure that they reach their target audience effectively (Hughes, 2014). Knowing the right channel that will increase engagement and questions that the public and media raises is a challenging task.
Second, crafting a message that delivers the intended information is another issue. Some messages may confuse the intended audience, particularly if they are misinterpreted. Likewise other messages may lead to the organizations name being tarnished, therefore creating more harm than good (Hughes et al., 2014). Thirdly, public information officers may lack enough powers to deliver since organizations often consider them as having lower power over the firm (Hale, 2007). Therefore, they are often denied sufficient funds in their budgets and are required to follow stringent protocols before their messages of communication are accepted. Therefore, choosing effective communication media, designing a message that delivers, and their lack of power in organizational setups are the three difficulties faced by public information officers.
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References:
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Nursing and Midwifery Board of Australia. (2018). Code of conduct for midwives. https://www.nursingmidwiferyboard.gov.au/Codes-Guidelines-Statements/Professional-standards.aspx
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