Dedebit Credit and Saving Institution (DECSI Microfinance) is a prominent financial service institution in Tigray which provides a wide range of financial products to its clients. These services should disclose to the general public through the Public Relation (PR) department. To do so, the PR department uses a wide range of media and publicity tasks so as to build and sustain the institution’s positive images created in public mindset.
The PR department plans and develops internal and external communication strategies to undertake institutional level branding, visibility, promotion, preparing promotional materials, media coverage (both in electronic and print), handling misinformation (defamation), entertain public opinions and so on. As part of the department duties, identifying target audiences to develop and share information that tailored to audience preferences. Handle crisis communications and dealing with negative information distributed concerning services and products of the institution are some basic additions.
Basically, the purpose of the PR department is to maintain complete public awareness of DECSI’s services and products to its clients and the public at large, creation of favorable image and good will through innovative and proactive communications. The department, therefore, is in charge of keeping records of the institution’s developments and important events.
Typical the PR duties include:
- Planning publicity strategies and campaigns.
- Writing and producing presentations, articles, press releases and social media contents.
- Designing production of visual communications and digital content.
- Dealing with enquiries from the public, the press and related organizations.
- Organizing and attending promotional events such as press conferences, customer day, exhibitions, tours and visits.
- Speaking publicly at interviews, press conferences and presentations.
- Providing clients and colleagues with information about new promotional opportunities and current PR campaigns’ progress.
- Analyzing media coverage and monitor own disseminations.