TABLE OF CONTENTS

PART-1
INTRODUCTION
o ABOUT THE TOPIC o OBJECTIVE OF THE RESEARCH o SIGNIFICANCE / SCOPE OF THE STUDY

INDUSTRY PROFILE ORGANIZATION PROFILE

PART-2
PROJECT MANAGEMENT MARKETING STRATEGIES USED BY AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY PUBLIC RELATIONS & PUBLICITY o SCOPE OF PUBLIC RELATIONS AND PUBLICITY o TOOLS AND TECHNIQUES o PUBLIC RELATION PROCESS

PART-3
RESEARCH METHODOLOGY o INTRODUCTION o RESEARCH PROCESS o RESEARCH DESIGN o SAMPLE DESIGN AND SAMPLING PLAN o DATA COLLECTION METHOD

PART-4
DATA ANALYSIS AND FINDINGS o ANALYSIS OF COLLECTED DATA o INTERPRETATION OF DATA o DATA INTERPRETATION CONCLUSION SUGGESTIONS LIMITATIONS OF THE STUDY

PART-5
BIBLIOGRAPHY o REFRENCES o ANNEXURE (QUESTIONNAIRE)
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PART-1

INTRODUCTION

ABOUT THE TOPIC

The topic of the study Analysis of Publicity and Public Relations strategies of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY is finalised after a brief discussion with my mentor Mr. Priyatosh Mishra. We all know to make a better position in any business sector every organization needs to develop a good public relation, which results as the customer loyalty. Under this study I have tried to find out the organizations relations with the public. This study also consists the publicity pattern of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY. The study is carried out in Lucknow region. Publicity is a non-personal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. It can be done through; news releases, featured articles, press conferences etc. Public relation is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. Public relation tools are; Oral communication (speeches and interviews), Printed and Graphic communication (fliers, brochures, newsletters), Print media (newspaper and magazine advertising), Outdoor media (electronic displays, hoardings, posters), Broadcast media (Radio, Television and Internet), other media (websites, endorsements, exhibitions). The study is all about to investigate the publicity and public relations, which have been developed by AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY.

INTRODUCTION ABOUT PUBLIC RELATIONS OF AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY: Ambalika institute of management & technology follows a very extensive technique of publicity in order to dominate other colleges. The main aim for such publicity is that the college wants to get maximum admissions for the academic year in order to earn higher returns. Some of the famous AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGYs publicity weapons are television media, cinema halls, hoardings, counseling, telecom media. Through these tools, AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY focus to gain the advantage over all the other colleges. AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY s main point of publicity is the achievements earned by the college like THE BEST COLLEGE FOR PLACEMENTS & THE BEST ENGINEERING COLLEGE IN UTTAR PRADESH This dominant strategy of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY has really helped the college to gain an edge over other colleges. The result of the investment on publicity is that now the name AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY, Lucknow is now not a stranger to many parts of the country.

MAJOR PUBLICITY & PUBLIC RELATIONS TOOLS USED BY AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY: Through print media Through television channels Free movie tickets to students Organizing shows in malls Conducting business quiz Approaching different schools of the city & building relations with them PDP sessions Workshops Talent hunt program Guest lectures CHINTAN : capability enhancement program Career junction Think tank Scholarship program

OBJECTIVE OF THE STUDY

The main objective of the study was to identify the effectiveness of publicity and public relation strategies of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY. It covers following objectives 1. To know the perception about the sensitivity of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY towards public. 2. To investigate the effectiveness of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGYs public relations. 3. To know the best mode to create awareness. 4. To know the best publicity tool. 5. To know the best public relation tool. 6. To identify the reason behind selecting an institute for getting admission.

SIGNIFICANCE OF THE STUDY

This study will help the organization to know the effectiveness of publicity and public relation strategies adopted by AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY. It also helps in the improvement of organizations performance after critical analysis. There are some following importance: 1. It will help to know the perception about the sensitivity of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY towards public. 2. It will help to investigate the effectiveness of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGYs public relations. 3. It will help to know the best mode to create awareness. 4. It will help to know the best publicity tool. 5. It will help to know the best public relation tool. 6. It will help to identify the reason behind selecting an institute for getting admission.

INDUSTRY PROFILE

The education industry consists of schools, colleges, universities and various private institutions. The education sector can be broadly classified into three categories:
K-12: This includes the education offered from nursery to the twelfth grade by various public, private and religious schools.

Vocational education: This includes industry/job oriented education, based on the apprenticeship method of learning.

Higher education: This includes various state-run and private colleges and universities. This also includes Med Schools, Law Schools and Business Schools. India has world's third largest higher secondary education system with a number of institutions. More and more students are going for higher education these days. The result gets reflected on the number of students enrolling for higher education. The number of institutions is also increasing day by day. India has got following numbers of educational institutions (as on December 31, 2007): INSTITUTION Central University State University Institutions established through State Legislation Deemed University Institutes of National Importance Degree-granting Engineering College Polytechnic QUANTITY IN NO. 25 231 5 100 31 1,522 1,244

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The education industry is not just restricted to these categories. It also includes ancillary education services, such as after-school tutoring, charter schools, special or alternative education, educational content suppliers and professional development of administrators and teachers.

History of the Education Industry

Education has been practiced since time immemorial to in still social and cultural values. In the ancient times, the education system was verbal, carried out generally by the elders of the family. The writing system developed around 3500 BC, enabling the recording and sharing of information. In most ancient societies, the state of literacy was bleak for centuries. The education industry was initially associated with law, trade and commerce, religion and civil administration. Formal education was available to only a small fraction of the population. The system developed in most countries after 1850 CE. The modern education industry consists of training by professionals and organized instructions with respect to systematic curricula and pedagogy.

Demand and Supply Drivers of the Education Industry

The demand drivers of the education sector include: Household disposable income. Cost of education. Opportunity cost of education (education versus job).

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Cultural factors (opinion on education of girls). Role of government to boost education. The supply drivers of the industry include: Availability of labour force (teachers and administrators). Government funding (to establish affordable education centres) Changes in social outlook: Campus Universities VS. College Online Education.

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ORGANIZATION PROFILE

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INTRODUCTION
AMBALIKA group was established to provide high quality professional education in the streams of Engineering and Management. The Trustee is currently managing Ambalika Construction Limited, Ambalika Chit fund Limited and Ambalika Farms & Resorts ltd. The main line of business of the promoters is Infrastructure Development activities, Building Construction, Machinery Rental, Transportation & Logistics, Earthwork, Mining and Crushing. The business is carried out in the group main company Ambalika Construction Limited. Groups current year turnover is estimated to be around Rs.40 cr. Uttar Pradesh is the one of the big state of the country. It has vast natural resources. But it is still backward in the field of Technical and Management Education in particular. This adversely affects the industrial growth and overall economy of the state. Therefore, there is urgent need of expansion of management and technical education in the state. Ambalika group of companies is a well renowned brand name in the industrial sector. It also has spread its wings in the education sector with its academic institution's presence in Pratapgarh. Dynamic and challenging times call for agile Managers and Engineers who can forecast and respond to the changes around them. Keeping this thing in mind, Ambalika Group has established itself successfully and spread its wings in both the industry as well as the academics. The group was started by Mr.B.C.Mishra. His dedication and devotion has led to the establishment of several ventures thereby providing a numerous employment opportunities and contributing in the development of the economy.

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AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY is one of the most prominent professional institutes amongst the dozen educational institutes founded by the Ambalika group. The Institute is located at Mohanlalganj, on the outskirts of Lucknow. Surrounded by 200 acres of lush green, sprawling mango orchards and 25 acres of beautiful lake, the institute ensures a peaceful and serenity filled, scenic environment; setting an enviable benchmark for others to follow. Equipped with centrally air-

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conditioned classrooms and latest equipments, the institute is an amalgamation of latest technology and modernity. The Campus is located near NH-56B, 33 Km from Lucknow Railway Station and 20 Kms from Amausi Airport, Lucknow. The state of the art Laboratories, a well-equipped Librarycum-Information Centre, A spacious workshop, wide exposure and a cadre of highly qualified and experienced teachers, makes AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY an ideal place for learning. AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY has grown steadily to attain an esteemed position among the institutions in Lucknow. It has carved a niche for itself in the field of teaching and research. It provides a strong base for the engineering and management students so that they can stand firmly and move confidently towards a brighter future. The Institute is going to develop an educational city of its own with the aim of developing an educational hub of all kinds of professional studies and activities under one roof, with world class infrastructure and facilities. In short AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY is the place to be for all those who dream of making it big in this world!

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SOULS OF THE COLLEGE:

Mr B. C. Mishra Mrs Rama Mishra Mr Pramod Tiwari Mr Ambika Mishra Mrs Aradhana Mishra

Chairman Vice Chair Person Chief Patron Secretary Treasurer

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BACKBONE:ADVISORY BOARD
1. Ms. Rita Singh Chairperson, Mescos Group

2.

Mr.Sanjay Chakravorty

MD.,SOILMEC, Foundation Equipment Pvt. Ltd.

3.

Mr. Kumar Binit

Vice President, India Bulls

4.

Mr. Sunil Kumar

Vice President/Group Head, Infrastructure Division Greaves Cotton India Ltd.

5.

Mr. S. Sondur

Vice President, RMC India

6.

Prof. M.S. Sodha

Ex. Vice Chancellor, Univ. of Lucknow, Lucknow

7.

Prof. S.C. Srivastava

Dean & Prof. of Electrical Engineering, IIT Kanpur

8.

Dr. Y.P. Gupta

Prof. & Head (Retd.) Civil engineering MNIT Allahabad

9.

Mr. Ashok Sharma

IAS, Vice Chairman, J.P. Associates

10.

Mr.

DharmendraDeo

I.A.S. (Retd.)

Mishra.

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VISION OF THE ORGANIZATION:

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY, too has certain visions and its actions aim at fulfilling these To be a premier International institution having collaborations with the leading institutes of the world. To provide state of the art facilities and world class education, training, research, Consultancy and outreach services in the areas of Engineering Technology & Management. To promote professional ethics and a sense of civic responsibility, empowering the students to be leader entrepreneurs in their respective fields and society as a whole.

MISSION OF THE ORGANIZATION:

To provide a comprehensive education that prepares students to contribute effectively to their profession and society. To enable take the students to develop and nurture the competence and confidence to on the technological challenges of tomorrow.

OBJECTIVES OF THE ORGANIZATION:

To maximize the admissions in college. To introduce better technology in college. To provide quality education.

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COURSES OFFERED BY AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY:

Masters In Business Administration (MBA) Bachelors In Technology (B.Tech) Diploma ITI*

L.L.B.*
(*PROPOSED)

The B. Tech is approved by AICTE, Min. of HRD, the government of India and affiliated to UP Technical University, Lucknow.

B. Tech is available in following disciplines: Computer Science & Engineering (120) Information Technology & Engineering (60) Electronics & Communication Engineering (60) Civil Engineering (60) Mechanical Engineering(60) Diploma in Civil Diploma in Mechanical Diploma in Electronics & Communication

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M.B.A is available in following disciplines: Human Resource Finance Marketing

Future Courses: LL.B. (5 yrs.) PGDBM B Pharm B. Arch BBA BCA Mass Comm MCA

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Technical Field : Its not about Engineering Its about Imagineering

A chance to imagine and innovate. Utilization of talent. Low time required for high salary Easy Growth. Number of opportunities. Job security. Professional course promotes entrepreneurship. Contributes towards the GDP of the nation.

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Management Field : Redefining businessRedefining goals

To change your career To inculcate entrepreneurship skills To gain the competitive edge in a competitive world To develop technical expertise and business savvy quickly To advance your career To gain valuable networking resources To enhance your financial position To enjoy greater job security To enjoy greater job satisfaction and self-satisfaction To become a leader in an emerging field To develop your personality as a whole.

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ADMISSION GUIDELINES Post Graduate Programme: Master of Business Application (MBA):

The two-year full time master's degree programme in Business Administration is affiliated to the Gautam Buddha Technical University, Lucknow. The course enables students to understand and apply the concepts of business management to real world business problems. This course equips the student with sound conceptual as well as practical knowledge of the field, in addition to providing professional training, enhancing overall personality, improving communication skills, developing team building skills, etc. The Institute provides dual specialization, i.e., the student is required to choose any two of the under mentioned areas at the beginning of the second year, as specified by the University. Human Resource Management. Marketing Management Financial Management

Graduate Programme B.Tech This is a four years full time programme leading to a Bachelor's Degree in Technology from the Gautam Buddha Technical University. While the first year of study includes the basic conceptual subjects common to all branches, from the second year onwards, the student imbibes the specialized concepts and applications of any one of the following branches of Engineering. At all stages, theory is adequately supplemented and corroborated with various specialized laboratories, projects and workshops: Computer Science Information Technology
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 Electronics and Communication Mechanical Engineering Civil Engineering

INFRASTRUCTURAL HIGHLIGHTS
Being a part of reputed Construction Company, college possess stupefying infrastructural highlights in the campus: Aesthetically designed Air Conditioned campus and phenomenal infrastructure. Classrooms are equipped with modern Teaching Aids, like digital mamiyo. LCD projectors, Visualizer. NPTEL Lectures. Sophisticated Laboratories. Enormous library along with digital library. Spacious, well-equipped and well managed boys and girls hostel. Good facilities for Indoor and Outdoor Sports and Games Air-conditioned and spacious canteen with quality food-items.

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FRONT VIEW OF THE COLLEGE

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CENTRAL HALL

27

CLASS ROOM

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LABORATORIES
To facilitate the practical implementation of theoretical learning, our premises is equipped with state of-the-art laboratories. We actively cater to the needs of the students making use of the latest equipments and instruments available for experimentation. All our laboratories have been constructed with care and caution and we have followed all the requisite guidelines prescribed universally for our various laboratories.

Applied Chemistry Lab Applied Physics Lab Electrical engineering Lab Mechanical Lab Engineering Drawing Hall Computer Lab

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Academic Advancement
AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY has various kinds of facilities, provided first time by any college that not just enhances the educational background of the college but also provides a nurturance to achievements of the college. Personality development classes through V-SAT Pre Tie-ups with MNCs Totally WI-FI campus. In house organic food products Hostel with 24x7 Power backup Residence for dedicated faculty for hostel. Proper conveyance to students as well as to its employees. 24x7 medical facility is present for the students and employees of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY. Software based management of the college.

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ORGANIZATIONS OTHER INITIATIVES: The other initiatives of AMBALIKA group are:

AMBALIKA CONSTRUCTION LTD. AMBALIKA RENTAL DIVISION, READYMIX CONCRETE. EQUIPMENTS RENTAL CIVIL (NO.1 IN NORTH INDIA) AMBALIKA

SOFTWARE

SOLUTIONS

(TWA

INTERNET

TECHNOLOGIES PVT. LTD A SISTER CONCERN COMPANY) AMBALIKA CHITFUND PVT LTD. AMBALIKA INFRASTRUCTURE PVT LTD. STONEMART INDIA ASHLAY INFRASTRUCTURE

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CONSTRUCTION

Client Name

Project Name

Type of Work

Chairmans Office cum Residence Entire work from structure to Sahara India Building finishing and interiors. Entire work from structure to Sahara India Command Office Building finishing and interiors. Entire work from structure to Sahara India Office Building finishing and interiors. Sahara India Ansal Properties and Sushant Golf City Infrastructure Limited Ansal Properties and Sushant Golf City Infrastructure Limited Ansal Properties and Sushant Golf City Infrastructure Limited Ambalika Institute of Management Ambalika Welfare Foundation and Technology St. Josephs Hospital U.P.R.N.N. U.P.R.N.N. L.D.A. St. Josephs Hospital BoudhVihar Shanti Upvan Construction of Second Floor Civil related work Entire Construction Work Construction of Model House Road Construction Work Land Development Work Sahara Ganj Mall Involved with structure work.

ManyawarKanshiramJiSmarakSthal Civil related work Security Barrack Entire Construction Work

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RENTAL

S.N.

Client Name

S.N.

Client Name

M/s Larsen & Toubro Limited

M/s Hindustan Construction Limited

M/s Lafarge Aggregates & Concrete India 2 P.Ltd. 9 M/s Prestige Urban Infratech Ltd.

M/s ITD Cementation India Ltd.

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M/s Ramky Infrastructure Limited

M/s Ultratech Cement Limited (Aditya 4 Birla Group) 11 M/s Brahmaputra Infrastructure Ltd.

M/s Petron Civil Engineering Pvt. Ltd.

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M/s Paramitha Constructions Pvt. Ltd.

M/s ShapoorjiPallonji& Co. Ltd.

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M/s Jyoti Build-Tech Pvt. Ltd.

M/s Ansal Properties & Infrastructure 7 Ltd. 14 M/s AND InfraconPvt. Ltd.

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PART-2

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Project Management
What is a project?

A project is generally defined as a program of work to bring about a beneficial change and which has: o o o o

A start and an end A multi-disciplinary team brought together for the project Constraints of cost, time and quality A scope of work that is unique and involves uncertainty Examples of a project: -

The development and introduction of new services The development of a management information system The introduction of an improvement to an existing process Setting up a new care initiative The creation of a large tender or the preparation of a response to it The production of a new customer newsletter, catalogue or Web site

How is a project different to any other work?

A continuous process is not a project. The development of a new rent or lettings policy is a project but the subsequent day-to-day operation of that policy is a continuous process that is usually managed by an individual or a department.

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When is Project Management relevant?

Relevant to any job if it has the following features: A defined goal Time, cost and quality (or functionality) constraints Requires expertise and support from other functions Involves a unique (to you or the organization) scope of work Using a project team approach helps to achieve the beneficial gain in a structured, controlled and cost effective way.

What is the Project Management Methodology?

If a project has a beginning and an end, what is its life cycle and how is it managed? To be effective and workable project methodologies should be appropriate to the task and the organization. For simple projects in a small organization, agreed milestones, a few checklists and someone to steer the project are all that are required. For complex projects in a large organization a more structured approach is needed, to set up and approve the project, monitor and guides its progress, solve its problems, deliver the end product (or gain) and close it down. In order to understand the methodology we need to look at the project life cycle. The detailed life cycle will be dependent upon the size and type of organization and the size and type of the project. However, in outline they all have very similar elements.

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PROJECT LIFE CYCLE

Preparation

Start Up UpPreparation

Feasibility UpPreparation Definition & Planning

Close Down UpPreparation

Implementation UpUpPreparation

A typical methodology would involve a number of stages and activities, which occur at different parts of the life cycle.

The preparation stage involves the project manager and sponsor in the preparation and approval of an outline project justification, plan and project budget.

The start-up stage involves the selection and briefing of the project team and some discussion on the roles and organization.

The Feasibility or Research stage will establish whether the project is feasible and establish the risks and key success measures. Unless the organization undertakes research or new product development, feasibility often means can this process or technology be cost effectively applied to the organization or department, rather than

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is it generally feasible. It may include the identification of external resources such as specialist consultants or product and service providers who may wish to tender goods, software or services for the project. The work will be undertaken by the team (which may include external consultants) and co-coordinated by the project manager. This team should consist of the key users or main beneficiaries of the beneficial change the project is delivering (hence the term project deliverables or products. They may be line managers, supervisors or staff with particular skills. They must be the best people available and never those who can be spared because they have difficult or awkward personalities. The object is to build a team that is better than the sum of the individuals.

Defining and planning the project in more detail by writing and publishing a full definition of the project and determining a project plan. This work is undertaken by the team and co-ordinated by the project manager. Both should be communicated widely to ensure maximum understanding of the projects objectives by all staff that will be affected by the project. Now is the time to ensure their input to minimize surprises at a later stage.

The implementation stage involves the execution of the project as agreed, whilst carefully monitoring progress and managing changes. The team may need to be expanded at this stage to resource all the tasks. If so, it is essential they are fully briefed and feel included as part of the team.

When project management is not an integrated part of an organizations culture it is a very good idea to undertake some team building events that allow the team to work together in a competitive but non-threatening environment. As people get used to

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forming and dissolving teams the need for and style of such team building events will be decided by the team.

The close down stage involves the satisfactory delivery (satisfactory to the project customer that is) of the products or services that achieve the beneficial gain. A project review should be held to learn the lessons. These should be formally documented and published warts and all.

Objectives of Project Management:

o o o o o o o o o

Define the project Reduce it to a set of manageable tasks Obtain appropriate and necessary resources Build a team or teams to perform the project work Plan the work and allocate the resources to the tasks Monitor and control the work Report progress to senior management and/or the project sponsor Close down the project when completed Review it to ensure the lessons are learnt and widely understood.

PERFORMANCE MANAGEMENT SYSTEM Group performance management system Field performance management system

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MARKETING STRATEGIES USED BY AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY

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CONCEPTUAL STUDY OF PROMOTION MIX

People no longer buy shoes to keep their feet warm and dry. They buy them because of the way the shoes make them feel masculine, feminine, rugged, different, sophisticated, young, glamorous, "in" buying shoes has become an emotional experience . Our business now is selling excitement rather than shoes. - Francis C. Rooney

Modern Marketing Trends:

Modern marketing calls for more than developing a good product it attractively and making it accessible to target customers. Companies must also communicate with their present and potential customers. Every company is inevitably cast into the role of communicator and promoter. What is communicated, however should not be left to change. To communicate effectively; companies hire advertising agencies to develop effective ads; sales promotion specialists to design sales incentive programmes and public relations firms to develop the corporate image. They train their sales people to be friendly and knowledgeable. For most companies, the question is not whether to communicate but rather what to say, to whom.

Promotion Technique :
Promotion influences demand by communicating product and company message to the market. A promotion Techniques involves the co-ordination of all communication efforts aimed at a specific audience; consumer and shareholder. The most critical promotional question is the proper mix of advertising, personal selling, sales promotion and publicity. The promotion mix is usually co-ordinated on a campaign basis, taking the campaign may efforts include a total campaign with one unified theme. All promotion messages tie in to this theme in one way or the, rather than conflicting with it.
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PUBLIC RELATIONS & PUBLICITY

1.1. DEFINITIONS OF PUBLIC RELATIONS Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between on organization and its publics. - Institute of Public Relations, USA Public Relations is the attempt by information persuasion and adjustment to engineer public support for an activity, cause, movement or institution. - Edward L. Bernays Public Relations is a combination of philosophy, sociology, economics, language, psychology, journalism, communication and other knowledge into a system of human understanding." - Herbert M. Baus Merely human decency which flows from a good heart. - Charles Plackard Good performance, publicity appreciated because adequately communicated. - Fortune (Magazine) Public Relations is Dale Carnegie - winning friends and influencing people - writ Large. - Robert Heibroner

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Everything involved in achieving a favourable opinion." - George F. Meredith Former President of the American Pubic Relation Association The Management function which gives the same organized and careful attention to the asset of goodwill as is given to any other major asset of business. - John W. Hill "Public Relations is distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication as its principal tools." - Rex F. Harlow Courtesy: 1. Applied Public Relations p. 15 & 16 2. Rex F. Harlow, Building a Public Relations Definition, Public Relations Review, 2 (winter 1976) p. 36

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1.2. ORIGIN OF PUBLIC RELATIONS Thomas Jefferson (1807) used the phrase "Public relations" in the place of "State of thought" while writing his seventh address to the US Congress. In India, Great Indian Peninsular Railway Company Limited (GIP Railways) carried on publicity in Public Relations campaign in England for promote tourism to India through mass media and pamphlets. During the time of First World War a central publicity board was set up at Bombay (now Mumbai) for disseminating war news to the public and press. After Second World War the Public Relations activity gained importance both privates as well as Government started Public Relations campaigns. 1.3. NEED FOR PUBLIC RELATIONS Investing on Public relations will help the organisation to achieve its objective effectively and smoothly. Public Relations is not creating good image for a bad team. Since false image cannot be sustained for a long time. Though the organisation product or services are good it need an effective Public Relations campaign for attracting, motivating the public to the product or service or towards the purpose of the programme. It is not only encourage the involvement from the public and also resulting in better image. Effective Public Relations can create and build up the image of an individual or an organisation or a nation. At the time of adverse publicity or when the organisation is under crisis an effective Public Relations can remove the "misunderstanding" and can create mutual understanding between the organisation and the public.

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1.4. FUNCTIONS OF PUBLIC RELATIONS = Public Relations is establishing the relationship among the two groups (organisation and public). = Art or Science of developing reciprocal understanding and goodwill. = It analyses the public perception & attitude, identifies the organisation policy with public interest and then executes the programmes for communication with the public.

1.5. ELEMENTS OF PUBLIC RELATIONS = A planned effort or management function. = The relationship between an organisation and its publics = Evaluation of public attitudes and opinions. = An organisation's policies, procedures and actions as they relate to said organisation's publics. = Steps taken to ensure that said policies, procedures and actions are in the public interest and socially responsible. = Execution of an action and or communication programme. = Development of rapport, goodwill, understanding and acceptance as the chief end result sought by public relations activities. Courtesy: Raymond Simon, Public relations: concepts and practices, 2nd ed. (Columbus, O.Grid, 1980), pp 9, 11.

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1.6. THE COMPONENTS AND TOOLS OF PUBLIC RELATIONS "Public" A group of similar individuals; an assortment of persons having the same interests, problems, circumstances, goals; it is from such persons that opinion emanates. Public is a varied creature; it comes in many forms and sizes. Public has a multitude of wants and desires; it has its likes and dislikes, sometimes, strong likes and strong dislikes. Employers make for a public and employees another public; the government is a public and citizens constitute another public, and so on, each of these groups is a public of the sort, tries to attract a different audience with its own tools and techniques. "Relations" Human wants to create the need to establish relations with one another. The representative wants of the individuals will profoundly affect their relationship. To understand any relationship, therefore, one must understand the wants of those involved. 'Relationships are of all possible types. We have relationship by ran-superior to inferior, inferior to superior, and equal to equal. We have relationship by sentiment-benevolent, Friendly, suspicious, jealous, hostile. A relationship may be active, or it may be passive it may be good or it may be bad, or it may be neutral. At any rate, the relationship is there to be accepted, ignored or altered, as desired. Propaganda: Propaganda is the manipulation of symbols to transmit accepted attitudes and skills. It describes political application of publicity and advertising, also on a large scale, to the end of selling an idea cause or candidate or all three.

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Campaigns: These consist of concerted, single-purpose publicity programme, usually on a more or less elaborate scale, employing coordinated publicity through a variety of media, aimed, at a number of targets, but focussed on specific objectives. A campaign objective may be the election of a candidate, the promotion of political cause or issue, the reaching of a sales goal, or the raising of a quota of funds. Lobbying: It entails the exertion of influence, smooth and measured pressure on other, exercise of persuasion cum-pressure. In essence, it means a group putting its points of view forward in an attempt to win the other groups support. 1.7. SOME POSSIBILITIES THAT WOULD CALL FOR PUBLIC RELATIONS Promotional Opportunity: To inform the new service / policy which call for Public Relations to make wider publicity. Competitive: To overcome the resistance (pre-set mind condition). Controversy: To eliminate the contradictory conditions in between the organisation and the public. Adverse publicity: To inform the truth or correct issues and thereby removing the misunderstanding. Catastrophe: Announcement of any unfavourable issues.

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Crisis: Whenever threats arises. 1.8. PUBLIC RELATIONS IN GOVERNMENT Public relations role in government: The Government public relations contribute to: 1. Implementation of public policy. 2. Assisting the news media in coverage of government activities. 3. Reporting the citizenry on agency activities. 4. Increasing the internal cohesion of the agency. 5. Increasing the agencys sensitive to its publics. 6. Mobilisation of support for the agency itself. Public Relations for Government (objectives and organizations) National Objectives: The basic function of the government Public Relations department / agencies is to provide information, education/instruction to the citizens. The effort should also motivate the people directly or indirectly, to discharge these functions in a meaningful and purposeful manner, it is necessary that the Public Relations Department / wing should be clear about the broad objectives which guide their work. The national objective should be non-political, non-controversial, and on which there should be a national consensus. The objectives should further the interests and the well being of the public as a whole and promote the many sided development of the country.

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The objectives should be long term ones and need not necessarily change with political vagaries. 2.1. COMPONENT = Public Relations Objective = Communication programme = Content / message development = Media Co-ordination = Impact / Result monitoring

2.2. PUBLIC RELATIONS OBJECTIVE For developing a sound Public Relations programme, a clear well-defined Public Relations objective needs to be established. These objectives should be very specific and measurable.

Example: Objective: To immunize two million child of the state above the age of 3 and below the age of 5 during the period of August 15 to August 30 to avert the Polio. Evaluation: Success of the programme can be determined by the actual number immunized.

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Objective: 1. To begin to provide the public with regularly scheduled advertisements about the danger of burning plastic in open air and its associated disease like cancer, disabled child etc. 2. To personally contact once in 3 months all media representatives (press meet) in order to inform the health hazards and to seek their cooperation for highlighting the issues.

2.3. PUBLIC RELATIONS STRATEGY For effective implementation of the Public Relations objective a Public Relations strategy is to be evolved. The process of strategy starts with planning which consist of: a. Determining Key results area b. Define roles c. Selecting and setting objectives d. Preparing action plans relating to programming, scheduling, budgeting, fixing accountability and establishing rules and procedures. Rice and Paisley suggest the guidelines for planning a successful campaign. i. Assessment of the needs, goals and capabilities of target audiences. ii. Systematic campaign planning and production iii. Continuous evaluation iv. Complementary roles of mass media and interpersonal communication v. Selection of appropriate media for target audiences.

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2.4. PUBLIC RELATIONS PROCESS The definition of Public Relations as relations with the general public through publicity, those functions of a corporation, organisation, branch of military service, etc., concerned with informing the public of its activities, policies, etc., attempting to create favourable public opinions. Public Relations is the planned effort to influence opinion through good character and responsible performance, based upon mutually satisfactory two-way communications. 1) Research-listening: This involves probing the opinions, attitudes and reactions of those concerned with the acts and policies of an organisation, then evaluating the inflow. This task also requires determining facts regarding the organisation: "what's our problem?" 2) Planning-decision making: This involves bringing these attitudes, opinions, ideas and reactions to bear on the policies and programmes of the organisation. It will enable the organisation to chart a course in the interests of all concerned: "Here's what we can do." 3) Communication-action: This involves explaining and dramatizing the chosen course to all those who may be affected and whose support is essential: "Here's what we did and why." 4) Evaluation: This involves evaluating the results of the programme and the effectiveness of techniques used: "How did we do?" The first phase of Public Relations process is identifying and listing out the information or message to the communicator.

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The second phase of Public Relations is process to ascertain the existing image or awareness level about the issue in the target group or common public. The third phase of Public Relations is developing of communication objectives and priorities. The fourth phase of Public Relations is deals with developing the message and choosing the media to transit. The fifth phase of Public Relations is the implementation of the message and media, coordination or the dissemination of message. The sixth phase of Public Relations is communication process to check whether message reached properly and the expected action or behaviour or knowledge on image factors. The seventh phase of Public Relations in case the message did not reach properly identified the reason for the ineffectiveness and rectification of the same and disseminates the revised message. Now, let us briefly see the above component: 1. Listing and prioritising of information is to be disseminated: May wish to inform the public: a) The new policy of the Government or organisation b) The change in the existing policy c) The new scheme promoted d) The change in the existing scheme

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Public Relations activity starts with identifying the message to be disseminated and prioritised. 2. Ascertaining the existing knowledge level or understanding the perceptions of the public: The organisation can check a quick survey among the target group of the public to ascertain the knowledge level of the issue for which the organisation is planning to initiate Public Relations process and in case of the image it is essential to know whether the image is positive, neutral or negative in terms of the assessment or in terms of the organisation or both. 3. Communication objectives and prioritise: Based on the knowledge level or image factor, communication objectives are to be established which is possible to evaluate and the top management approval is required. For example, communication objective instead of using the term increasing awareness level about the scheme, it should be specific "By 2005, in the number of families where of the scheme be at least one lakh" so that we can evaluate the impact. 4. Message and Media: After choosing the objective, the content of the message need to be developed. While developing the message we should keep in mind the media in which we are going to use for disseminating that message. TV/Visual media may be effective for showing the demonstrating awareness. Training media may be effective whether the recipient may wish to keep the gap or further reference.

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5. Implementation of message and media: Based on the expected reaching level and target group, the budget is to be prepared and message is transmitted through the appropriate media's. 6. Impact assessment: After release of the message, it is essential to study the impact at interval by interacting with the target group. 7. Message redesigned: In case, the interaction of the target group reveals the message did not reach as expected the modification in message or media need to be done and the revised message should be disseminated.

THE RESEARCH PROCESS: Opinion, market and academic researchers have developed a pattern of research that involves nine basic steps: 1) Statement of the problem 2) Selection of a manageable portion of the problem 3) Definition of concepts and terms 4) Literature search 5) Development of a hypothesis 6) Determination of a study design 7) Gathering of the data
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8) Analysis of the data 9) Recording of the implications, generalisation, conclusions

Research for analysis of a specific problem should include these elements: 1) A broad overview of what has gone before that influences the present situation 2) Changes expected in the environment in the next year or so that could affect the organisation. 3) Social, political and economic trends foreseeable in the next five to ten years that could affect the organisation; and 4) What the organisation can do to influence the public to accelerate favourable trends and slow down unfavourable ones.

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PUBLIC RELATIONS PROCESS:

FACTFINDINGS RESEARCH
Situation

PLANNING AND PROGRAMMING

Strategic Analysis

COMMUNICATION

EVALUATION

Actions

Results

Background Causes Precedents Allies Opponents Neutrals

Objectives Alternatives Risks Benefits Consequences Decision

Timing Repetition Follow-up

Yardsticks

Proposal
Tactics

Conclusions

Vehicles Media Talent Cost

Revisions Renewal Termination

Approval

Feedback

Commitment Support Participation

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There are at least nine questions to be answered.

i) What are the objectives in influencing public opinion?

ii) What are the alternative avenues of action for attaining them?

iii) What are the risks in taking each avenue?

iv) What are the potential benefits in each?

v) What are the potential consequences beyond each?

vi) Which avenue do we choose to take?

vii) What should be the structure of a proposal to proceed on the course chosen embodying

the projects and programmes we want to carry out?

viii) In what form do we present our proposal to best advantage for approval? To whom?

ix) What is the minimum commitment in support and participation acceptable from

administration if the plan is to go forward and succeed?

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Problem statement: The first product of the research is a statement that summarises what was learned about the problem situation. Written in present tense, the problem statement describes the situation in specific and measurable terms. It details most or all of the following: What is the source of concern? Where is this problem? When is it a problem? Who is involved or affected? How are they involved or affected? Why is this concern to the organisation and its publics?

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Publicity Tools and Techniques:

When practitioners need to deliver information to the media, they can choose from several publicity tools and techniques. Some of these tools (things you prepare) and techniques (things you do) may be sent to the media with other materials that supplement them.

Publicity Tools: Publicity Tools and Techniques Audio news release (ANR) Billboard announcement By-lined articles Camera-ready features Chatter sheets Community calendar announcement Community notice Feature Filler Free speech message Guest editorial Letter to the editor News release Promo Publicity prop

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 Publicity photographs Public service announcement (PSA) Radio program or feature Reader tip sheets Social media release (SMR) Video news release(VNR)

Audio news release (ANR)

Most of these taped news releases, sent to radio stations, feature voice actualities of organization spokespersons or representatives. An ANR may be sent with paper copy of a wrapper to be used by the newscaster. The wrapper also may be pre-recorded. An ANR usually contains spot news or an organizations reaction to spot news or a current issue.

Billboard announcement
A brief message, submitted by non-profit or community groups, on community needs and activities. They are run free of charge on community cable television channels.

By-lined articles
Articles written mostly for trade and business publications. The article by-line is that of a key player in the submitting organization.

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Camera-ready features
Columns or feature stories usually evergreens ready to be used by a newspaper. They include heads, graphics, and photos and are sent either on glossy sheets (repro proofs), disk, or CD-ROM or are posted on the organizations website. They comply with newspaper standards in that they seldom mention the name of a product or company more than once. The content either is newsworthy in itself or the facts presented bestow a benefit upon the reader. (Also called sponsored editorials.)

Chatter sheets
Sheets with interesting, timely, and brief bits of information (e.g. trivia, historical milestones, consumer tips, etc.) on themes or topics relevant to an organization that are sent to DJs to use during their shows.

Community calendar announcement

A brief description (who, what, when, where, and perhaps why) of a community need or activity, included in a radio or television community calendar segment.

Community notice
A brief description (who, what, when, where, and perhaps why) of a community event, need, etc., listed free in a special section of a newspaper or periodical. (Those focusing on events often are called event listings.)

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Media Miser
A story that gives detailed information on an issue, a trend, a situation, an industry, a company or organization, or a person. A feature often focuses on the human element, and most are designed to enlighten, entertain, and/or educate. Feature stories can be submitted to community newspapers and magazines (query first) on paper or on disk. Camera-ready features can be created and sent to community newspapers as well. Ideas for features can be pitched to various media.

Filler
A short piece of interesting but minor or untimely material that the print media can use to either fill space or to provide community interest information.

Free speech message

The broadcast version of the guest editorial, these are opinions presented by an individual or group on a topic of general public interest. They are taped at the radio or TV station.

Guest editorial
An analysis of or commentary on news events or public concerns, written by someone outside the publication whose credibility is based on his/her knowledge of a particular subject and/or position in an organization.

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Letter to the editor

A letter written for and sent to a newspaper or magazine to - among other things present an organizations position, make a correction, or respond to another story or letter.

News release
A news story written for and released to the news media, particularly newspaper. News releases submitted to newspaper are written according to CP style guidelines. When a news release is prepared for radio, it is written according to BN style guidelines. A news release can be distributed on paper, on disk, by email, by a PR newswire, or posted on a website. A news release has a flag with the word(s) News or News Release in large type near the top of the page. When the information in a release is community oriented, the flag can read Community News. Other alternatives include Sports News, Business News, etc.

Promo
A broadcast announcement that promotes an upcoming program or activity on a radio or TV station. If an organization is involved in a project with the station as a sponsor or a participant a promo may be done mentioning the organizations name and/or address and/or slogan.

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Publicity prop
Inexpensive but interesting and relevant items sent with "soft" publicity materials to attract media attention and, perhaps, serve as props for the visual media, particularly television.

Publicity photographs
Photographs taken for publicity purposes and submitted with cutlines to the print media. Photos may illustrate a news release, fact sheet or other publicity material.

Public service announcement (PSA)

A broadcast announcement, for which no charge is made, that promotes the programs, activities, or services of governments (nonpartisan), non-profit organizations, or other groups serving community interests. Information for PSAs can be prepared in point form, as a script, or pre-recorded.

Radio program or feature

Taped news and public affairs features provided by an organization at no charge to radio stations. Programs and features may be on such topics as consumer hints, author interviews, and new product information.

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Reader tip sheets

Sheets that contain helpful tips on various subjects for media audiences. They are designed to be used as is by the media.

Social media release (SMR)

An enhanced news release, the SMR follows the sample principles of newsworthiness as the traditional news release, but its augmented by various bells and whistles such as audio, video, social bookmarking links, photos, and RSS feeds.

Video news release (VNR)

A videotaped news story produced by an organization and distributed to television newsrooms. VNRs are particularly useful at times of crisis or when an organization has an angle based on unusualness or human

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Publicity Techniques:
Audio phone feed Interview Media availability Media briefing Media centre or press room Media drop Media junket Media participation Media preview or showing Media tour News conference Photo opportunity Product plug Publicity stunt Radio media tour Satellite media tour Talk show appearance Visit to an editorial board

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Audio phone feed

Providing radio stations with a special number they can call to tape one or two minutes (or less) of information you have recorded for continuous automatic sending. This provides stations with actualities they can use.

Interview
An organizational spokesperson is interviewed by a reporter at the request of either the organization or the reporter. A broadcast interview can be live or taped for presentation later. An interview for the print media may be for the primary purpose of providing the reporter with the information she/he needs to do a story on the organization or with facts, quotes or other information for another story.

Media availability
Informing reporters that a spokesperson will be available for interviews on a specific date(s) at a specific time or times at a specific location.

Media briefing
A session designed to provide background information or explanation rather than spot news to interested media representatives who often are given background materials as well.

Media centre or press room

A room designated exclusively for the use of reporters. Some institutions, such as the White House, have year-round press rooms or centres. Other organizations set up centres

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on or off their own premises on as as-needed basis and for a limited time only. Along with these physical rooms, Web media centres are becoming increasingly popular.

Media drop
This involves arranging to have a celebrity, spokesperson; mascot, etc. drop in on a radio or TV station. It also refers to dropping off creative publicity props and other materials to create buzz and hopefully earn an on-air mention.

Media junket
An all-expenses paid trip offered to reporters so they can witness an event, interview a celebrity, or see a facility. Although not acceptable to straight news media, they are still offered to and accepted by some travel, sports, and entertainment reporters. Reporters may receive publicity materials such as bios, media kits, photos, etc., as well as freebies.

Media participation
Obtaining the support of a particular media outlet or outlets regarding an event or cause. This could involve promos, prizes, ticket giveaways, or a range of celebrity activities.

Media tour
A client or an organization spokesperson is sent out to visit media outlets in town or out of town for interviews and appearances. Another kind of media tour involves travelling to media outlets to brief key journalists.

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Media preview or showing

A showing or performance prior to general availability, public release, or actual opening.

News conference
A media event organized by someone who wishes to make an announcement directly to the news media. News conferences usually are called to provide reporters with details on spot news. Media kits usually are given to reporters who attend the news conference.

Photo opportunity
Providing an opportunity for the media to obtain a photograph(s) or videotape footage of a Newsworthy person/people and/or an interesting happening.

Product plug
An agreement between a producer and a company to use a product or service in exchange for a product/service mention.

Publicity stunt
An interesting or unusual event created strictly as a publicity vehicle. It has sufficient human interest or unusualness to make photo and/or story material newsworthy or publication or broadcast.

Radio media tour (RMT)

A series of pre-planned telephone interviews between a spokesperson and a successive group of radio stations.
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Satellite media tour (SMT)

A spokesperson in one location is interviewed via satellite by TV journalists elsewhere. Talk show appearance placing your spokesperson on a talk show in electronic media where he/she can speak with callers.

Visit to an editorial board

Meeting a newspapers or magazines editorial board to offer insight into organizational policies and procedures or to present positions on current and important issues. Representatives of large organizations are most apt to be invited to such a session.

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Pitching:
One key to successful placement rests in the ability of the practitioner to sell the gatekeeper on the newsworthiness of the story. Pitching involves approaching an editor, producer, news director, or reporter and trying to interest him or her in writing, covering, or airing a possible story, covering an event, or doing an interview. The following publicity tools all are used when pitching to the media.

Column note
A brief pitch to a columnist, providing him or her with a piece of information relevant to her/his regular column.

Media advisory
A written notice sent to media providing information (who, what, when, where, and why) on a news conference or other newsworthy but not necessarily immediate story or event the sponsoring organization would like covered.

Media alert
A written notice sent to media providing information (who, what, when, where, and why) on harder, more timely news. If alerts are used indiscriminately, the effect becomes muted.

Media contact list

A list of organizational experts, with the topics or subject matter on which they are qualified. A contact list can be supplied to the media as paper copy, on disk, or on your website.

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Pitch letter or memo

A one-page pitch in letter or memo format that sells the recipient on having a specific person participate in a public affairs program or talk show, providing expert opinion for a breaking story, or participating in a joint contest or other promotion. A TV memo is a type of pitch memo designed specifically to sell TV gatekeepers on story ideas, while a query letter is a type of pitch memo directed to editors of periodicals.

Query letter
A one-page pitch to a periodical that sells the recipient on a story idea, the person and organization supplying that idea, and the relevance of the idea to the periodicals readers.

Story tip sheets

Pages that contain leads for stories that the reporter may want to develop and sources for Him/her to contact.

TV memo
A written pitch to a television news director, assignment editor, or producer. It includes a summary of the news content (including the five Ws), a list of photo opportunities, and a list of possible interview subjects. A TV memo may be accompanied by a fact sheet, backgrounder, bio, or other supplementary publicity material.

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Supplementary Tools:
Backgrounder Biography (Bio) B-roll Electronic media kit (EMK) Fact sheet Graphics Sidebar Taped actualities Media kit Position paper

Backgrounder
A document that contains background information on a person, organization, issue, etc. A backgrounder provides more extensive information than is generally included in standalone publicity materials such as news releases.

Electronic media kit (EMK)

A package for television that contains VNR and B-roll footage. Depending on how it is delivered, it may include a copy of the script as well as supplementary publicity materials such as backgrounders, fact sheets, etc.

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Fact sheet
A short document that provides information, usually in point form. It is used to support other publicity materials such as news releases. Fact sheets provide details on an organization or event.

B-roll
Supplementary or back-up video material that may accompany a VNR. B-roll generally follows the primary material on the same cassette.

Biography (Bio)
A brief account of a persons life or a portion of that persons life. The document may also be called a profile.

Graphics
Artwork (drawings, charts, graphs, etc.) or photographs provided by practitioners to help illustrate a story.

Media kit
A package consisting of a news release and supporting documents that are usually bundled together in a two-pocket folder with the release on the right and supporting documents on the left.

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Position paper
A document stating the organizations position on some public issue. Position papers may be distributed in response to media requests or inquiries, they may be included in media kits, or they may be sent, with a covering letter, to all media interested in the organizations position on a certain issue.

Sidebar
A sheet with information that offers more detail on the main news release. It could be a brief human-interest story or information that includes graphics such as charts, graphs, etc.

Taped actualities
An audiotape that has an interview with or speech by a spokesperson. The broadcast media can use excerpts as sound bites.

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PART-3 RESEARCH METHODOLOGY

76

OBJECTIVE OF THE STUDY

The main objective of the study was to identify the effectiveness of publicity and public relation strategies of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY. It covers following objectives 1. To know the perception about the sensitivity of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY towards public. 2. To investigate the effectiveness of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGYs public relations. 3. To know the best mode to create awareness. 4. To know the best publicity tool. 5. To know the best public relation tool. 6. To identify the reason behind selecting an institute for getting admission.

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SIGNIFICANCE OF THE STUDY

This study will help the organization to know the effectiveness of publicity and public relation strategies adopted by AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY. It also helps in the improvement of organizations performance after critical analysis. There are some following importances: 1. It will help to know the perception about the sensitivity of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY towards public. 2. It will help to investigate the effectiveness of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGYs public relations. 3. It will help to know the best mode to create awareness. 4. It will help to know the best publicity tool. 5. It will help to know the best public relation tool. 6. It will help to identify the reason behind selecting an institute for getting admission.

There are 2 relevant hypotheses

Null: Ambalika institute of management & technology has made good public relations & publicity
and this leads to increase in number of admissions.

Alternate: Ambalika institute of management & technology has not made good public relations
& publicity and this does not affect the number of admissions.

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RESEARCH:Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. Research is an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment.

RESEARCH METHODOLOGY:Research Methodology is a way to systematically solve the research problem. In research Methodology we not only talk of the research methods but also consider the logic behind the methods or technique and why we are not using others so that research result are capable of being evaluated either by the research himself or by others.

RESEARCH DESIGN:A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy inprocedure. The main type of research design is; Exploratory Research Design Descriptive Research Design

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Exploratory Research Design:This type of research is also known as formulate research studies. The main purpose of Such studies is that of formulating a problem for more precise investigation or of developing the working hypotheses from an operational point of view.

Descriptive Research Design:Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual, or a group, where as diagnostic research studies determine the frequently with which something occurs or its association with something else.

Research used:After analysing the research design we are used the both descriptive and exploratory research design because it based on the real figure and fact and that research are also helpful in the analysis of the data and selection is based on my convinces.

SAMPLING DESIGN:A sample design is a definite plan for obtaining a sample from given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the Sample. Sample design which should be reliable and appropriate for his research study.

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TYPE OF SAMPLE DESIGN:-

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NON-PROBABILITY SAMPLING:Non-probability sampling is that sampling procedure which does not afford any basis for estimating the probability that each item in the population has of being included in the sample.

TYPES OF NON PROBABILITY SAMPLING:-

1. QUOTA SAMPLING 2. JUDGEMENT SAMPLING 3. CONVENINCE SAMPLING

PROBABILITY SAMPLING:Probability sampling is also known as random sampling or chance sampling. Under this sample design, every item of the universe has an equal chance of inclusion in the sample.

TYPES OF PROBABILITY SAMPLING:-

SIMPLE RANDOM SAMPLING SYSTEMATIC SAMPLING STRATIFIED SAMPLING CLUSTER SAMPLING

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SAMPLING USED IN THIS RESEARCH:The sampling used in this research process is Non probability sampling and convenience Sampling. Because it is more convenient for me because the biasness is included and is also helpful in analysis of the questionnaire.

SAMPLE SIZE
The sample size used in the research is the 100 respondent .Generally the respondent from the Lucknow region.

SAMPLING AREA
The sampling areas are used in Lucknow. In the Lucknow we are used the different places Like Gomti Nagar, Old lucknow, Hazratganj, Charbagh and Alambagh,etc.

SAMPLING FRAME
I fill up the questionnaire from the different respondents who meet me in the different counselling centre like Goel Institute of technology and management, I.E.T College and also in AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY. At those places the students came for the counselling and give the answer according their experience. Where I check their awareness about the college AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY and also checked the effectiveness of publicity and public relations of AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY.
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METHODS OF DATA COLLECTION

The data collection means collect the data for the study for using the different types of resources.

TYPES OF DATA COLLECTION:There are two types of the data collection: PRIMARY DATA SECONDARY DATA

PRIMARY DATA:Primary data are those data is collected in first time through the Observation, Interview, and Questionnaires.

TYPES OFCOLLECTION OF PRIMARY DATA: Observation Method Interview Method Questionnaires Method

For the purpose of data collection I have adopted open-ended and structured questions in the questionnaire.

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SECONDARY DATA:Secondary Data means data that are already available i.e., they refer to the data which have Already been collected and analysed by someone else.

COLLECTION OFSECONDARY DATA:-

Through internet Through newspaper Through magazine Through TV

THE DATA USED IN THE RESEARCH;In this research process we have use the both primary and secondary data. Because I used the questionnaire method of the research and in the secondary data used the internet Magazines, newspapers, TV etc.

PRIMARY DATA:In the primary data we have used the questionnaire method. Because it more convenient for me and the analysis of the questionnaire is easy as compare to other.

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QUESTIONNAIRE METHOD:In this method a questionnaire is sent to the person concerned with a request to answer the questions and return the questionnaire. A questionnaire consists of a number of questions Printed or typed in a definite order on a form or set of forms. The respondents have to answer the question on their own knowledge and belief. MERITS: It is less costly It is free from the biasness Respondents have adequate time to give well thought out answer The result is more reliable and dependable

DEMERITS: Low rate of the duly filled in questionnaire It can be used only when respondents are educated and cooperating The control over questionnaire may be lost once it is sent The method is likely to be the slowest of all

SECONDARY DATA:In the secondary method of data collection we have collect the information through the magazines, newspapers, internet, etc.

In this research I have used both the primary and secondary data.

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PART-4 DATA ANALYSIS & FINDINGS

87

ANALYSIS OF COLLECTED DATA

1. Have you heard about the AMBALIKA Institute Of Management& Technology?

Table:-

NO OF RESPONDANT YES NO 60 40

%OF RESPONDANT 60% 40%

PERCENTAGE
70% 60% 50% 40% 30% 20% 10% 0% YES NO PERCENTAGE

60%

40%

INTERPRETATION:

The 60% population have heard about the institute with the different sources but the 40% population not aware about this.
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2. How

do you come to know about AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY? TABLE: NO. Of respondents %age of respondents 40 20 10 10 20

Brochures Insertions News Letters Magazines Exhibitions

40 20 10 10 20

percentage
45 40 35 30 25 20 15 10 5 0 brochures insertions newsletters magazines exhibitions percentage

INTERPRETATION:
From the above chart 40% respondents say that they came to know about AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY by brochures.

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3. Do you know about publicity and public relation strategies?

Table:NO OF RESPONDANT % OF RESPONDANT

YES

65

65%

NO

35

35%

PERCENTAGE
70% 60% 50% 40% PERCENTAGE 30% 20% 10% 0% YES NO

INTERPRETATION: From above chart we can see that maximum respondent know about publicity and public relations strategies.

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4. Have you ever attended exhibitions organized by AMBALIKA Institute of

Management& Technology?

Table:NO OF RESPONDANT % OF RESPONDANT

YES

40

40%

NO

60

60%

PERCENTAGE
70%

60%
60% 50% 40% 30% 20% 10% 0% YES NO PERCENTAGE

40%

INTERPRETATION:
From the above chart we can say that maximum number of respondent(60%) does not attend any exhibitions organized by AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY.

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5. Have

you ever read featured articles about AMBALIKA Institute of Management& Technology?

TABLE:-

NO OF RESPONDANT

%OF RESPONDANT

YES

70

70%

NO

30

30%

30%
YES NO

70%

INTERPRETATION:

After analysing the result we can say that maximum respondents (70%) had read the featured articles about AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY.

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6. Have you ever attended the press conference of AMBALIKA Institute of Management& Technology?

TABLE:-

NO. of respondents

%age of respondents

YES

35

35%

NO

65

65%

35%
YES

65%

NO

INTERPRETATION:
This chart defines maximum respondents (65%) does not attended the press conference of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY.

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7. Do you think AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY is sensitive to its public?

TABLE:NO OF RESPONDANT YES 65 % OF RESPONDANT 65%

NO

35

35%

NO

35%

PERCENTAGE

YES

65%

0%

10%

20%

30%

40%

50%

60%

70%

INTERPRETATION:

This chart shows maximum respondents (65%) are satisfied with the public relations strategies of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY and they think AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY is sensitive to its public.

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8. Do you think that AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY has developed effective public relation?

Table:-

NO OF RESPONDANT

% OF RESPONDANT

YES

68

68%

NO

32

32%

32%

YES NO

68%

INTERPRETATION:

This chart shows that maximum number of respondents think that AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY has developed effective public relation

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9. What could be the best publicity tool in your opinion?

Table:-

NO OF RESPONDANT

%OF RESPONDANT

NEWS RELEASE

30

30%

FEATURED ARTICLES

50

50%

PRESS CONFERENCES

20

20%

PERCENTAGE

20%

30% NEWS RELEASE FEATURED ARTICLES PRESS CONFERENCES

50%

INTERPRETATION:
This pie chart stated that the maximum respondents (50%) thinks that featured articles provides more information to them.

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10. What could be the best public relation tool in your opinion?

TABLE: No. Of Respondents %age Of Respondents

Speech & Interview

5%

Brochures

10

10%

Insertions

10

10%

Newsletters

5%

Magazines

10

10%

Exhibitions

10

10%

Endorsement

30

30%

Internet

10

10%

Displays

10

10%

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PERCENTAGE
Speech & Interview

10% 5% 10%

Brochures

10% 10% 5%

Insertions Newsletters Magazines Exhibitions Endorsement Internet Displays

30%

10%

10%

INTERPRETATION:

The pie chart shows that maximum no. of respondents got information about AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY through Endorsement and thinks it is the best public relation tool for them.

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11. What have influenced you to join AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY?

Table:-

NO OF RESPONDANT
Infrastructure Previous Results Placement Recommendations

%OF RESPONDANT 30% 21% 40% 09%

30 21 40 09

Percentage
45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

40%

30%

21%

PERCENTAGE

09%

INTERPRETATION:
This chart define maximum respondents are satisfied with the placements of students at AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY and it influence them to join AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY.
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CONCLUSION
AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY has adopted a very germinant public relation strategy which has resulted in a building a good network but I would like to advice that AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY should stretch her thinks to work more areas and think beyond U.P because it is capable of doing such thinks because of available resources.

During the survey I found that the word of mouth & electronic media are more efficient in making a impact on the respondents that is why AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY should continue with its present public relation strategies

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY has out run many giant colleges in the matter for advert but with such strategy AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY should also focus on increasing the quality education.

Placement records are the best proof of efficiency of a college AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY should focus on this statement.

There should be more emphasis on increasing publicity & public relation all around India.

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Should adopt many more public relation methods in order to capture the village student. So far so good AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY is doing great but should be more worried in ideas to knock the brains of viewers nothing is perfect in the world so is AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY public relation & publicity strategies there is always a scope of improvement.

The 60% population have heard about the institute with the different sources but the 40% population not aware about this.

Maximum respondents are satisfied with the placements of students at AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY and it influences them to join AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY.

Maximum number (40%) of respondents says that they came to know about AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY by brochures. I came to know about what are the competitive situation which an organisation faces, how it copes with it, what planning is needed to be done and at what levels. Thus to conclude, the project report prepared is of a great of a great help and knowledge to me and I hope it may turn out to be useful to the organisation in any further study scope. Hope my relationship with AIMT is mutual beneficial to us.

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SUGESSTIONS
Improve the educational quality and the placements because, quality speaks itself and when the placements and education are going to be best, then the current and ex-students will obviously flows the word of mouth communication. This is the reason why colleges like IIT, IIM, BITS Pilani, etc. The overall strategy is good, but the college needs to set its priorities straight, by targeting on single agenda. The best option for AIMT is to be specific and should target on the uncovered areas of Placements and information would also be shown in holdings. There should be increased focus on public relation maintenance. The strategy for Publicity & Public Relation can be more dominant and should be excelled to perfection. There should be more emphasis on meeting competition with top colleges like BBD, Ramswaroop, etc. The Public Relation & Publicity Strategies should be on national level. The more area covered, will be more beneficial for AIMT. AIMT should be more focussed and should adopt a concentrated marketing strategy.

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LIMITATIONS OF THE STUDY

This summer training will always remain one of the best experiences of my life. But no study is complete in itself , however good it may be and every study has some limitations , some of the limitations which I have confronted are as follows: The sample size is too small to reflect the opinion of the whole population. The answers given by the respondents have to be believed and have to be taken for granted as truly reflecting their perception. The sample size is not universal , some part of other cities remained uncovered Unavailability of some information due of lack of awareness of respondents. Time and expenses were major constraints.

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PART-5

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BIBLIOGRAPHY
Books: Research Methodology (Kothari C.R.) Principles Of Marketing (Kotler Philip) Marketing Management (Armstrong Grey) Websites: www.aimt.edu.in www.googe.com www.wikipedia.org www.economywatch.com

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ANNEXURE
QUESTIONNAIRE Dear Sir/Madam,

I am doing a research work on ANALYSIS OF PUBLICITY AND PUBLIC RELATION STRATEGIES OF AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY. I would request you to kindly spare some time to fill up this questionnaire.

Thank you very much for your cooperation.

Name- ___________________________________________________________ Age-___________ Sex-___________ Educational background- ____________________________________________ Address - _________________________________________________________ Mobile. No.-____________________________

1. Do you know about the AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY? Yes No

2. How do you come to know about AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY? Brochures Insertions Newsletters Magazines Exhibitions

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3. Do you know about publicity and public relation strategies? Yes No

4. Have you ever attended exhibitions organized by AMBALIKA Institute of Management& Technology? Yes No

5. Have you ever read featured articles about AMBALIKA Institute of Management& Technology? Yes No

6. Have you ever attended the press conference of AMBALIKA Institute of Management& Technology? Yes No

7. Do you think AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY is sensitive to its public? Yes No

8. Do you think that AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY has developed effective public relation? Yes No

9. What could be the best publicity tool in your opinion? News release Featured articles
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Press conferences

10. What could be the best public relation tool? Speech & Interview Newsletters Endorsement Brochures Magazines Internet Insertions Exhibitions Displays

11. What have influenced you to join AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY? Infrastructure Previous Results Placement Recommendations

108