Contents

CHAPTER TITLE OF CHAPTER PAGE

NO. NO.

1 Meaning & Introduction 1

2 History of Public Relations 4

3 Elements of Public Relations 5

4 Objective of Public Relations 7

5 The Importance of Public Relations 8

6 Public Relations in todays Aspect 9

7 Functions of Public Relations 12

8 Public Relations Expert- Sociology & Psychology Point 14

of View
9 Various Publics for Public Relations 20

10 Essential Quality of Good Public Relations 21

11 Need for Public Relations 23

12 Public Relations Tools 27

13 Planning Process of Public Relations 32

14 Conclusion 34

15 Bibliography 35

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 Meaning and Introduction

Public Relations, commonly called as PR is an activity aimed at increasing

common & understanding between an organization or individual & one or more groups
called Publics.

What Is Public?
Public is a group of similar ideas, an assortment of persons having the same
interests, problems, circumstances & goals. They vary in their forms & sizes they have a
multitude of wants & desires. Each group has its own likes & dislikes. Group can be
classified as:- Employees form a group/public, employers form another group, etc. Other
members of the public can be dealers, wholesalers, investors, etc. Each of these group is
a public & everyone tries to attract a district audience with its varied tools & techniques.
A public may also be made up of a no. of individuals who are unorganized & hard to
identify but who for widely varied reasons have a common interest in the matter at issue.

Today, however, when modern means of common make vast number of people
aware of controversial issues & common interests, publics tend to be large & impersonal.
These publics involve people who are not known to each other & are widely distributed
over the country, or even among a number of countries. The members of such public
rarely meet each other face to face or have much direct communication. The impersonal
but powerful publics are numerous in todays high complex society.
But finally the public is any group of people who share common interest.

Relations:-
It is the outcome of mutual understanding derived from the process of sharing of
common interest where as relationship is the definite type of relation or interaction taking
place between two individuals, group or departments. To understand any relationship,
therefore it is necessary that one understands the wants of those involved.

The term PR is also applied to the profession responsible for handling such
assignments. Corporations, govt. agencies, politicians & entertainers are among these
who use public relations. Their publics vary from employees & shareholders to an entire

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community or members of the news media. The communication between an organization
& its public ranges a simple news release to a sophisticated campaign featuring films,
ads speeches & television appearances. Such communication is aimed at gaining the
goodwill of the public. The basis of any effective PR campaign is public benefit. If an
organization does not serve the needs of public, the public will not support it. PR experts
help an organization learn what the public wants & then establish policies that reflect
concern for publics interests.

PR generally is practiced through:-

1. Corporate PR dept:- In a corporate department, specialists handle corporate PR

activities for only that company.
2. PR Agencies:- In agencies specialists carry out PR activities for several
companies
3. Public Information Departments:- Non-profit organizations like colleges and
Government agencies have public information departments that work to
strengthen the image of the organization.

Definitions of PR by some renowned people:

Frank Jefkins: Public Relations mean what it says- relations with the public. It
is practically a self-defining term. It aims to create and maintain confidence. It is a
system of communication to create goodwill. It produces that intangible quality or asset-
goodwill, and earns credit for achievements.

K.R.Balan: The discipline which brings out the rewards in generating mutual
understanding and the risks involved in misunderstanding between individuals, groups,
governments and nations in this restless world the shape and content of which tend to be
rapidly changing.

Editor of PR news: PR is the management function which evaluates public

attitudes, identifies the policies & procedures, of an organization or an individual with
pubic interests & plans & executes a program or action to earn public understanding and
acceptance.

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Interpretation of the above definition-
1. It measures, evaluates & interprets the attitude of various related public.
2. It assists management in defining objectives for increasing public understanding
& acceptance of organizations products, plans, policies & personnel
3. It equates these objectives with the interests, needs & goals of various related
public.
4. It develops, executes & evaluates a program to earn public understanding &
acceptance.

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 HISTORY OF PUBLIC RELATION:-

Public Relations as a term was first formally used by Thomas Jefferson in the year
1807, while drafting his seventh address to the congress delegates when he scratched out
the words State Of Thought and wrote Public Relations instead. Informally Sir
Walter Raleigh used it even earlier during the Land Rehabilitation Movement, while
persuading people from different parts of America to settle in the rural parts of Virginia.
This was the first organized effort to win and mobilize public opinion. In India, the term
of course gained importance later through the Public Relations Society of India (PRSI) in
1958.

Elements of Public Relations:-

1. Human relations:
It is getting along well with the word public both internally or externally.
No person can work independently & everyone who works in an organization
directly or indirectly depends on one another.
2. Empathy:
Empathy means feeling with the other person to analyze others point of
view & is regarded as primary pre-requisite for a satisfying experience in a
relationship where a certain degree of depth of understanding is expected.
3. Persuasion:
There are 2 forms of interaction between individuals or groups
a) Force or compulsion b) persuasion.
If one party compels another to do something instead of perusing him this is called
Despotism. It is against the principle of proper conduct sanctioned by society. A
sense of human interest on the person who is being persuaded will understand &
appreciate the cause & effect of this action.
4. Dialogue:
It is a conversation with purpose. It is not a bargain basement transaction
but it is a low form of negotiation. Dialogue is a reasonable exchange of ideas
bringing into view a new form of knowledge, the use of dialogue is for
influencing behaviour like selling goods or inspiring innovative ideas.

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 OBJECTIVES OF PUBLIC RELATIONS

The main objective of public relations is to establish good understand-

ing by sharing a common problem or interest with the public. By public we
here mean both an internal public and a public external to the organisation.
Mutual understanding can be established only by sharing a common
Interest, by communication and relations.
However, the following are the broad objectives of public relations:
1. To promote mutual understanding.
2. To avoid the risk involved in misunderstanding.
3. To win friends.
4. To influence people.
5. To change the behaviour and attitude of the public.
6. To enhance the patronage from the various sections.
7. To help in fund raising.
8. To persuade individuals, groups etc.
9. To connect misconceptions and clarify on criticism of its policies
and practices.
10. To promote goodwill.
11. To create and maintain the image or reputation about the company.
12. To forestall attack by the competitors or opponents.
13. To undertake a public relations education program.
14. To help the public to love life and work for better or for worse
without conditions.
15. To improve internal staff relations.
16. To liaise, counsel and advise.
17. To provide information about the activities of the company to the
press and writers.
18. To prepare and supply the public with information about the
organisation like price, quality, export, employment, and other
special features.
19. To ascertain public opinion, conduct opinion research, and under-

stand public attitudes on the organisation, profession and practice.

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20. To sponsor dealer and distributor relations schemes.
21. To undertake programmes like sales training courses for retailers, wholesalers.
22. To establish press relations, publicity articles preparation, press release,
photographs.
23. To communicate with the employees on their benefits, accident prevention
labour relations and collective bargaining.
24. To undertake a campaign of public education about an industry or profession
and its contribution to the public.
25. To establish relations with federal and state legislators, agencies.

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 The Importance of Public Relations

Public relations professionals do more than draft press releases and build
relationships with key media representatives. They must also be familiar with the
attitudes and concerns of consumers, employees, public interest groups, and the
community in order to establish and maintain cooperative working relationships.

In addition to fulfilling their traditional role of getting a company's message out to

its audience, those who have completed their studies in communications and public
relations may also be responsible for developing and running programs designed to keep
the lines of communication open between company and organization representatives and
their various audiences. This might include such activities as scheduling speaking
engagements for key company staff and speech writing.

At its core, public relations revolves around this universal truth: people act based
upon their perception of facts. By managing, controlling, or influencing people's
perceptions, public relations professionals hope to initiate a sequence of behaviors that
will lead to the achievement of an organization's objectives. When those in public
relations successfully create, change, or reinforce opinion through persuasion, their
primary objective is accomplished.

Public Relations in todays Aspect

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 The need for public relations personnel is growing at a fast pace. The types of
clients that PR people work for include the government, educational institutions,
nonprofit organizations, specific industries, corporations, athletic teams, entertainment
companies, and even countries. The title public relations is a broad description of the
field because careers that one can have in the public relations field include a publicist,
media specialist, analyst, and communications specialist.

The practice of public relations is spreading widely. On the professional level,

there is an organization called Public Relations Society of America (PRSA). This
organization is the world's largest public relations organization. PRSA is a community of
more than 21,000 professionals that work to advance the skill set of public relations.
PRSA also fosters a national student organization called Public Relations Student Society
of America (PRSSA). Both of these organizations should be strongly considered by
anyone looking to have a career in public relations. Being a part of PRSA and PRSSA
gives persons interested in the public relations field the opportunity to attend workshops
that are beneficial to this field, networking, and conferences.

In the industry today it is very critical for public relations professionals to learn
and know the importance of new media. New media include blogs, social networking
sites, as well as internet radio. Public relations professionals must know that using these
new media outlets are ways to directly send messages to their key publicians (also known
as target audiences).

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 Functions of Public Relations

The functions that are to be performed by a public relations department may

differ from organisation to organisation depending upon the nature and activities of a
particular organisation. However, certain standard functions have emerged as common
in most balanced departments. They are discussed below:

1. Policy:
Public relations policy is required for every organisation. A policy is a statement
of guidelines to be followed in the company. The Department has to develop and
recommend corporate public relations Policies. It has to contribute the public relations
view point which helps in the formulation of decision. Its function is not merely to
provide the policy mainly to the top management but also to other sections and divisions.

2. Publicity:
Corporate publicity is necessary to interact with the public. The department has to
undertake the development and issuance of announcements of corporate activities to
external communications media. It has to handle inquiries from the press. It is part of the
functions of the department to develop and place promotional publicity about the
company as a whole or any of its units.

3. Product Publicity:
Corporate publicity is different from the product publicity. In this, focus
is on the products and how to popularize the product. This includes both new products as
well as existing ones. It includes the announcement of new products through the editorial
channels of the communications media. The department has to develop and execute the
promotional product publicity campaigns.

4. Relations with Government:

Relations with government Cannot be overlooked. In all spheres of activities the
government inter- fares,regulates, controls and supervises.

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 It is necessary to maintain liaison with appropriate governmental departments.
This liaison covers both the local level, state level and national level. Besides,
governmental relations include:
(i) advise action as needed.
(ii) report trends in government affecting the company.
(iii) help in preparing and directing corporate appearances before investigating
bodies of legislative hearings.
(iv) direct programmes designed to promote the company's point of view in
legislative or regulatory matters.

5. Community Relations:
Community contacts should be planned. It is the performance and/or coordination
of corporate 'good neighbour' activities, including compliance with environmental
protection standards, fostering equal employment oppurtunity, cooperating in urban
improvement programmes, and developing community understanding of a company's
problems and needs.

6. Shareholders Relations:
Relations with the corporate stockholders is more important to attract public
money. This takes the form of communication between the company and the shareholders
in particular.
Also the investment community in general. It is necessary for the development
and acceptance of the company among investors by broadening the exposure of the
company's policies and financial results in the investment community. This function
includes preparation of annual reports, quarterly reports, dividend cheque inserts etc. It
has to plan and stage the annual meetings of stockholders and appearances before
meetings of security analysts.

7. Promotion Programmes :
Public relations promotion programmes should be formulated and implemented.
This may broadly cover institutional promotion programmes designed to build corporate
acceptance of key policies, institutional advertising, public relations literature and special
events.

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8. Donations:
A corporate donation policy should be developed for company contributions-
Various aspects involved in this function are processing requests for donations
administering company's foundation, and the conduct of employees' solicitations for
approved drives.

9. Employee Publications:
The public relations department has to prepare and publish employee magazines,
newspapers, bulletins, management communications etc.

10. Guest Relations:

The department must undertake guest reception activities.

11. Coordinating Activities.

12. Conveying and Interpretation.

13. Advisory Functions.

14. Instructing by doing.

15. Public Relations Education Programmed.

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 PUBLIC RELATIONS EXPERT- SOCIOLOGY AND
PSYCHOLOGY POINT OF VIEW

The task of the relations expert is applied sociology. In other words,

he must advise his clients bearing in mind the essential features of sociology and
psychology. In particular:

1. He must hold a mirror to his organisation so that it can see where it actually
stands and how it really looks in the opinion of the public. Thus is one of his essential
duties, and in most cases, it provides the organisation with knowledge of itself, which is
nothing short of astonishing.

2. He must collect all available data, so to have a sound knowledge of all his
details and inter-relationships on which to work out a clear suggestion for building up the
picture to be presented.

3. In doing this, he must help to overcome the many prejudices and biased
opinions that are almost always present, and he must be frank in pointing out and
attempting to eliminate the weak points and negative aspects of the organisation's
projects or policies.

4. All this forms the basis for the public relations action which must then be
carried into effect as a long term strategic plan founded on exact knowledge of the
process of communication and making full use of all means of communication.

5. In carrying out the plan, he must keep in mind the fact that public relations is
always a two-way communication. Every public relations statement has an echo, which
must be regarded as the feedback in cybernetics. Experience shows him how the message
was received, and from this he must draw his own practical consequences, in complete
disillusion and if necessary with readiness to self-criticism. This is the decisive point in
all public relations activities.

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 6. As a consequence of a1I these measures there gradually comes into being in the
inter-relationship between the communicator and the public under the painstaking control
of the public relations expert a large measure of conformity and harmony between the
two poles. This is the sense and the purpose of public relations activities.

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 VARIOUS PUBLICS FOR PUBLIC RELATIONS

1. Stockholders Relations:-

The owners of the company are the shareholders with whom the company always
has to communicate about various matters. Most companies use personal visits, telephone
calls, mailing and supplementary reports to keep shareholders informed, interested and
satisfied. Communication with them may include reports, matters on corporate meetings,
dividend enclosures, magazines, special mailing, notices, resolutions, minutes, periodic
correspondence, financial matters, press releases etc.

Communication with the shareholders may cover many subject matters such as :
1. Issue of share certificate;
2. Share transfer application and procedure;
3. Certificate of transfer;
4. To mobilize funds, pay dividend, interest on fixed deposits received;
5.To issue dividend warrant, proxy form, dividend coupon;
6. To issue notices, agenda of the various meetings;
7. To respond to correspondence received from them;
8. Correspondence relating to calls, forfeiture, transmission;
9. Communication on matters relating to statutory requirements etc.
10. Describing organisational problems and objectives of the company in terms of
special current developments in the companys folder and other stockholder
communication.
11. Drafting and circulating to all stockholders a transcript of highlights of the
annual progress at the company's annual meetings.
12. Giving reponse to each stockholder's inquiry which must be prompt to create
goodwill.
13. Informing by way of circulating or distributing to all shareholders occasional
reprints dealing with developments vital to them.

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2. General Public Relations:-

It is with effective communication and through appropriate media that a company

maintains contacts with the public. It is the means to create and build goodwill. It also
helps as a driving force to reach the public, and brings the company and the public
together, linking with society in general. Maintaining external communication facilities
through several media of verbal and written contacts with the public in general.

It is not possible to build a satisfactory public image for the company. The
public should be informed about various products of the company and their uses;
comparative advantages, price differentials, product, after sale services and changes must
be communicated promptly. Qualitative communication ensure the promotion of a
positive favourable atmosphere, develops friendly and confident feelings towards the
company and its product.

Audio-visual, direct mail, sales promotion, advertisements, news bulletins, annual

reports, posters, hoardings and pamphlets are few of the many media used to reach the
public. Public information consists of:

(a) Preparing and distributing new releases concerning the company to create
public interest.
(b) Public meetings, press conferences between the company and ~
representatives of the press, radio and television. '
(c) To have a regular and prompt press information service and to
answer enquiries from the press and radio.
(d) Releasing periodic advertisements in the mass media circulating
throughout the country, and also in respect of certain commodities
and information to customers directly.
(e) General public communication covers personalised mass mailings to
the editors of newspaper, magazines, radio and television directors,
educational institutions, religious institutions, public relations offices,
officials and other local opinion leaders.
(t) Motion pictures are other important media for public communication
which portrays the company's operations highlighting the economic

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 advantages of the company's area of operations.
Mass media are the gateway of the company for communication with
the public. The public relations department of the company is mainly
responsible for promoting goodwill among the outside public.

3. Customer Relations:-

An effective system of communication should provide opportunities for customer

information. The customer is the ultimate object whose satisfaction and goodwill are of
the utmost importance for the success of an organisation. In carrying out the sales
function of planning, the management must communicate with customers. There were
times when the customer was not the central figure. But today the customer is the kingpin
and sovereign of the market whose needs and satisfaction, and the winning of whose
goodwill, is of prime importance in these days of
competitive setup. These must be communicated promptly. It is the communication
which establishes the contacts with the customers. Customercomn1unication helps to
establish a relationship with customers who buy and are the sources of products. The
media used for advertisements can also be used effectively to reach the customers. It is
the responsibility of communication:

1. To prepare welcome letters, personally addressed, signed by the chief executive

officer to all old as well as new customers.
2. Customer information should include helpful and desirable information
concerning prices, uses, after sale facilities etc.
3. Media like pamphlets and booklets printed in an attractive manner
summarizing the company's product etc., are the purpose of communication.
4. Enclosing handouts, progress reports to each bill or to each correspondence
mailed to customers. This acts as a repetitive reminder to the customer about the
company.
5. Prompt response to all enquiries made by the customer promotes and builds
confidence and goodwill. Effective written communication promotes a friendly
understanding of company policies.
6. Preparing brochures and other informative folders directed to specific customer
groups like fanners, small business, women, and other special users.

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4. Government Relations:-
Communication with the government and its departments is another important
dimension of external communication. Business communication with the government
covers several dealings touching many government departments. A corporate enterprise
has to communicate with the Registrar of Companies, Controller of Capital Issues,
finance department, industrial department and labour department. The relations of a
company with the government are many sided. Correspondence with the government
may cover export-import matters, foreign exchange dealings, listening, registration,
taxation matters also. A company has to file a number of documents to various
departments of the government. Filing of annual returns and tax returns are regular
activities.

Business houses have to consider the national objectives as well as the national
priorities of economic development as indicated in Five Year Plans and other policy
statements and resolutions. There is always if routine communication between the
government and business on several other matters like wage policy, foreign policy,
industrial policy etc.

Government communicates national objectives, priorities, achievements and

programmed through the mass media like television, radio, film and ; through the print
media like newspapers, magazines, Five Year Plans, budgets, annual reports, special
economic survey reports, statistical bulletins, handbooks etc. A firm has to deal with all
correspondence in which it is concerned and interested.

5. Dealer Relations:-

A communication network should not overlook the importance of dealer

communication. The dealer is a trader who carries on the business I of buying and selling
and other dealings. A dealer effects a substantial turnover involved in buying, selling,
supplying or distributing goods directly or indirectly for cash or deferred payment or on
commission. A dealer is an important party in external communications. The relation of
the company with its dealers, like those of other outsiders, is said to be dealer
communication. The quality of the product, the trading policy, practice, procedure and the

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image the dealers to promote are the fundamental factors which must be given major
consideration in the subject matter of communication. The method of communicating
with the dealer will vary depending upon the nature of the product, distribution and
media of communication. Communication with a dealer is quite different when the
distribution is made through agents.

Conferences and meetings with dealers are the usual media of oral
communication. Written communication through letters is often the common method.
Another medium of maintaining close contact with the dealers is by providing all the
dealers with regular copies of an external house journal or news sheet. This carries
relevant intonation from the business house to the dealers, wholesalers, stockiest, agents
etc. The journal generally contains messages on display, promotions, uses, benefits, and
comparative superiority of the product. It also covers all such matters calculate to
improve the dealer's turnover, and as a consequence, mutual profits. Direct mail is also
used to maintain direct contact with the dealers.
The public relations officer of the company gives guidance and help to promote
sales. He is a liaison between external parties and the company.

6. Inter-organization Relations:

No business organisation can exist in isolation without connections and dealings

with other sister business organisations. Inter-corporate communication implies a process
of information exchange between companies. A company of a particular industry may
have links, direct or indirect. Inter-corporate loans, inter-company investment, inter-
locking directorship, inter-corporate dividends, inter-corporate holdings and inter-
corporate transactions etc., are all examples of the existence of inter-corporate
communications. Information exchange between companies may take place on many
matters like cost, process of production, methods of production, new methods of
production etc.

It has been observed that a firm simply cannot exist or survive unless it is related
with other firms in the industry. Inter-industry and intra-industry information exchange is
necessary to make comparison and to run on smooth and competitive lines. Business
houses undertake much inter-company communication to bridge the communication gap

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between the organisation and outside entities. Very often one notices that companies
resort to inter-corporate and inter-institutional communication. Companies are also
involved in information exchange to know the various sophisticated techniques adopted,
the handling of production, appraising people about the organisation's march, social
responsibilities discharged and getting their employees informed about the movement of
employees in comparable organisations.

In present day competitive structures a firm is expected to catch up on the

efficiency attained by competitors, and make efforts to reach and exceed them.
Communication between the organisations on various functional performances highlights
the points of strength and weakness in individual company performance.
Inter-firm information exchange facilitates inter-firm comparison, which provides an
objective and realistic measurement of comparable efficiency of the firms inter se. The
inter-firm messages on operating performance, financial results, product cost structure,
sales trend, market potential etc., in relation to firms of similar size, capacity, nature,
industry or trade present a vivid picture of comparative strong points and weak points.
The firms can improve their activities accordingly. Firms thus supply information reports
on their activities in the form of ratios, figures etc.

7. Complaints:-

Public relations firmly believe in openness and honest communication. Public

complaints, suggestions and response constitute a complaint communication system. The
public is any group of people which shares a common interest. An organisation with its
effective communication talent has to establish and maintain mutual understanding
between an organisation and its public. Complaints made by the public are to be attended
to, and suggestions offered should be considered. A complaint is really a favour done to
the company.
Correspondence with the company is a good means of communication, in
particular, face-to-face conversation is still effective. Acknowledging a complaint and
giving a decision without delay promotes goodwill. It is social responsibility of business
as a form of activity to entertain and be responsive to complaints and suggestions. The
social responsibility of a business entails obligations which a business owes to society.
Communication sets in all spheres of enquiries, complaints and suggestions.

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 ESSENTIAL QUALITIES OF GOOD PUBLIC RELATIONS

Without reaching for the moon, tentative analysis of experience with a large
number of public relations managers has indicated, in a general sense, the following as
the basic qualities required in successful managers:

1. Mental ability:
A combination of planning sense, foresight, orderliness of mind and judgement,
which will result in willingness to think straight, and in a thoroughness and
promptness of decision.

2. Ability to see the other person's point of view, and to be as critical of oneself as of
others; this is the basis of the ability to work with other people.

3. Integrity, in the sense of mental honesty.

4. A restrained self-confidence, coupled with initiative and resourcefulness.

5. A balanced temperament particularly the absence of such traits as emotional

instability, a sense of marked inferiority, forcefulness and self-centered outlook.

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 NEED FOR PUBLIC RELATIONS

The need for public relations is clearly explained n the points below

1. Communication:-
The means for communication have reached , technically ,almost a stage of
perfection. It is today financially possible for practically everybody at least in the
advanced nations- to receive information. The level of education of a wide circle of the
population is rising rapidly and this ensures a steady increase in the capacity for
receiving information which is guaranteed by the constitution. Adequate information is,
therefore, theoretically possible although it is by no means guaranteed in each individual
case.

2. New Information Order:-

Whether we are correctly informed is far more difficult to answer. Many books, many
discussions in academies in radio and television in India and abroad, and countless
lectures, not excluding those in Information Society and New Information Order, as
far as we are aware, a correct reply is yet to be received. The only answer, according
to the philosopher Karl Jaspers given in 1963, is we in the Free World have the chance
to share the responsibility and find ways of receiving the best possible information.

3. Information Load:-
Also called message load or quantity, The sceptic will, of course, draw our attention
to the flood of information to which we are all exposed today. The proper reply to this is
that this flood is largely without direction and that it is incomplete or inaccurate.
Information must be prepared. Essential information must be separated from trivial
matter, and the interest of the receiver must be aroused in the right direction. In the
organization that ignorance, the inability to appreciate or organization , superficial
knowledge is extremely likely to result in dislikes, dissatisfaction and outright rejection
with all their disastrous consequences. What we require is a fair means of information
which eliminates existing or awakened suspicions, which builds up understanding, and
creates confidence. This is what we call Public Relations.

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4. Mutuality and Understanding:-
Going by the definition of public relations, the mutuality is based on interaction
between consideration for public opinion, and the need of the communicator or
organization to inform or establish contact. Understanding is created by providing insight
into, and reporting on all essential matters. Confidence is cultivated by bringing the aim
of the organization into harmony with the public interest, thus winning and maintaining
goodwill among the general public.

From all these facts, it is clear what the purpose of this Activity in, for, and with.
The public' is : To act and not to react; to create an atmosphere of confidence by an active
information policy, the passive part of which consists in answering queries ; to inform the
public and exert influence towards the inside as a form of corporate and social counter
control to establish direct or indirect connections with the public, to fulfill a kind of
interpreters function towards the public and to control communicative reaction.

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 PUBLIC RELATIONS TOOLS

Advertising:-

Advertising is publicity but not all publicity is advertising. It is the business of

selling goods, services and ideas by inducing people to want them. It is drawing attention
of public by big public announcement t o a commodity or service with the aim of selling
it.
Advertising may also be defined as the purchase of space in the press, or time
over the radio and television to promote the sale of products or ideas, and to build up the
corporate image of an institution. Advertising is one of the forces of modernization and
cuts across Ideologies.
Any advertising campaign should contain in it the broad ingredient of
public interest. The specific categories of public interest advertising are:

1. Corporate Advertising:-
It explains the continuing research, engineering and management efforts a
company makes to improve its products or services. It can be called the voice of
management speaking not only to customers, but also to investors, suppliers, distributors,
employees -present and potential and leaders of public opinion.

2. Public Relations Advertising:-

It discusses the problems, policies, social philosophy, or economic goals of a
company or industry, illuminates some aspect of the Nation's scene; discusses the basic
principles of its enterprise, notably with respect to foreign collaboration for the reader to
shed light on the economy or the society in which he lives.

3. Public Service Advertising:-

It is designed to promote voluntary individual actions to solve national problems
such as better roads, prevention of floods, better health care, family planning and
rehabilitation of the handicapped. Also encouraging cultural activities, tourism,
secularism, buying of Unit Trust Certificates, voting in national elections, reducing
prejudices, and other worthwhile causes.

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Publicity:-

Publicity is the technique of 'telling the story' of any organization or cause. It is

the umbrella term which in its meaning covers all the techniques employed to get a story
across to the public. It is weapon of war, an instrument of sales, a tool of politics.
Basically publicity is news. It has to be news, that is, be of interest to be carried. Publicity
includes advertising because advertising, like publicity, tells the story. But in general
usage, publicity is used to describe those expressions where the medium is not paid for;
whereas advertising consists of paying for the medium to get the story told.

Advertising vis--vis Publicity:-

If public relations may be broadly considered, as it is by many, as the act of right

living, or 'being a good citizen', publicity is the act of telling the world about right living
or good citizenship. The role of public relations is to make a light worth projecting. The
art of publicity is the act of projecting the light.

Propaganda:-

Propaganda describes the political application of publicty and adver-tising ,also

on a large scale, to the end of selling an idea, cause, or candidate or all three.
It was first given general currency by the Roman Catholic Church to refer to the
dissemination of its doctrines.
There are two types of propaganda. The rational propaganda in favour of action
that is in consonance with the enlightened self-interest of those who make it and those to
whom it is addressed. The other is non-rational propaganda that is not consonant with
anybody's enlightened self-interest but is dictated by, and appeals to, passion.

Diplomacy:-

The Oxford English Dictionary calls it the management of international relations

by negotiation', or, 'the method by which these relations are adjusted and managed.'

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 Sir Ernest Satow's 'Guide to Diplomatic Practice', a sound work which has been
the Bible of British Diplomats for many years, wrote Diplomacy is the application of
intelligence and tact to the conduct of official relations between the governments of
independent states.

Promotion:-

Promotion describes commercialization of publicity, and publicity and advertising jointly,

usually on a grand and co-ordinate scale, to the end of selling a product or products.

Campaigns:-

Campaigns consist of concerted, single-purpose publicity programmed, usually on

a more or less elaborate scale, employing co-ordinates publicity through a variety of
media, aimed at a number of targets, but focused on specific objectives. A campaign
objective may be the election of a candidate, the promulgation of a political issue or
cause, the reaching of a sales goal, or the raising of a quota of funds.

Lobbying:-

Lobbying is a kind of tool generally used by a group of persons like members of

legislatures who conduct a campaign outside the legislative chamber, that is, at the lobby,
to influence members to vote according to the group's special interest; it is also used by
shareholders of business corporations during the Annual General Body Meetings to pass
a 'resolution' or elect a 'director' to the 'board' in the interests of a group of shareholders.
In a basic sense, lobbying entails the exertion of influence, smooth and measured
pressure and any other exercise of persuasion-compressors. In essence, it means a group
putting its point of view forward in an attempt to win the other group's support.

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Public Affairs:-

Public Affairs may be defined broadly as a significant and substantial concern and
involvement by individuals, business, labour, foundations, private institutions and
government with the social, economic and political forces that singly or through
interaction shape the environment within which the free enterprises exist.

Acceptance of a product

Acceptance of a product goes through five stages:

1. Awareness :-
The individual learns about the existence of a new idea or practice but has
little knowledge of it.

2. Interest :-
The individual then develops interest in this idea and then gets more
information about it.

3. Evaluation :-
The individual makes mental application of the idea and weighs its merits
for his own situation. He obtains more information about it and then decides to try
it.

4. Trial :-
The individual actually tries the idea of practice usually on a small scale.
He is interested in how to apply practice, techniques ,conditions for application.

5. Adoption :-
If the individual likes the idea he accepts it for a fall-scale and then adopts
it.

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 Mediums of Public Relations

Letters:-

Letters which enable one person to reach another despite the imitations of time
that can cut down on personal visits and telephoning, are among the most ancient and
perhaps still the most important media of mass communications. It has been said that
letters are the only selling medium that, if taken away, would disrupt the entire modem
business structure. They are sent out with every kind of enclosure; pamphlets and leaflets,
order blanks, samples, pictures, return post cards, and many others.
The well-written letter has a major advantage over all other media it is directed
personally to an individual. If it designed to please and flatter him rather than to irritate
him as an invasion of his privacy, it commands his attention for a little while perhaps just
long enough to motivate him to do what the writer wants him to do.
Mail is a personal thing. A person likes to receive a letter written for him as well
as addressed to him. He likes to express regard for him ,offer him a better job, make a
promise or enclose a cheque. When a publicist sends out a letter written for the client's
benefit rather than for the recipient's, privacy is being presumed upon. The recipient may
resent it.
He may throw the letter away without reading it, or read it only to turn against the
writer. Individually written and addressed letters have long constituted (he backbone of
international communication. Offset letters are being used in increasing volume to
establish a direct speedy line of communication with specific publics- Letters are used on
a regular or spot-news basis to reach employees, dealers, alumni, or workers in a fund-
raising or legislative campaign.

The Telephone:-

A telephone call is more effective than a letter as a last minute reminder or an

incitement to action. The telephone is good for getting a person to do something he
should do although he might prefer not to such as attending a meeting. He can dodge a
letter more easily than the personal commitment of a personal conversation. But for a

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technical or monetary commitment both parties will find it advisable to put it in writing
to seal the telephone agreement.
The secret of success in a large-scale telephone campaign is to obtain reliable
telephone operators - people with pleasing telephone personalities and the persistence to
keep after each number until they actually reach the proper party and drive the message
home.
The maximum effect is obtained in a telephone drive when every prospect is
reached over the phone by a personal acquaintance. The telephone being an instrument of
human contact, courtesy and tact in its use are important in winning the understanding
and goodwill of the person on the receiving end. The telephone personality of an
organization and its employees is a vital aspect of its relations with the entire community,
with many different publics, and with every individual connected by phone.
A glaring telephone discourtesy is to have a secretary put through a call and then
hold up the party being telephoned because the caller has become tied up with something
else. It is better for people in business to make their own calls.
People in business can win goodwill by answering their own telephones if
possible, it is not pleasant telephone manners to have a secretary ask every caller 'Who's
this? 'Who are you with? and What's the call about?

Word of Mouth:-

Word of mouth spreads like wild fire. If the subject and content are right, it can
burst into spontaneous combustion just as an entire forest may suddenly be overrun by
conflagration. Through word of mouth, rumour and innuendo may spread with extreme
speed and spontaneity if the subject is close to the emotion of people. Feeling and
thought must quickly take wing on word of mouth. In stimulating a word-of-mouth
campaign
the important thing is to present subject matter of such interest as to cause people to
repeat it to others.

Word of mouth is perhaps the most subtle of publicity tools. It takes the form of
gossip and slander at times if timely action is not taken to control it. Though it is the
hardest to control, all our efforts need to be made. Its manipulation is not subject to cut-

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and dried mechanics, as is the case with so many publicity media and instruments. The
things that contribute to word-of-mouth circulation are:
1. A spectacular and successful event or product.
2. A spectacular publicity or activating campaign.
3. A good catchword or slogan.
4. Capitalizing on a mass trend or catchword.

Newsletter:-

The commercial field has long made good use of newsletters. These have a bright
future. Newsletters tend to fit the times these days. People have fragmented interests.
There are certain things they want to know a lot about, and other things they don't want to
hear anything about. Newsletters have the advantage of speed. They are quick to read.
The public relations use of newsletters is spreading rapidly into non-profit fields
as well. Associations and professional societies particularly find the formal effective. Its
use in politics and lobbying is burgeoning.
With this format, users can reach constituents quickly on matters having both
urgency and importance. The person-to-person nature invites reading.

Post Cards:-

Post cards are quick and easy to prepare, quick and easy for the recipient to
absorb, economical to mail to constituents and an effective adaptation of direct mail to
reach large numbers of people with a message that can be punched home in a paragraph.

In many campaigns, a large number of individuals can be stimulated to sign and

then send post cards to their own friends and contacts. This personal touch has more
influence with the recipient than would a communiqu from a stranger.

Public Address System:-

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 Public address systems at meetings, shows, gathering of employees or mass
audiences of any kind make it possible mechanically to project he human voice before a
large number of people.
Mounted on a mini truck or other mobile auto, the public address system can be
transported from place to place, presenting speakers and programmes as it goes, and
reaching a widely distributed audience. Sound tracks can also be rigged up at
programmes in lieu of a permanently installed public address system. A portable bullhorn
affords great mobility wherever amplified sound is needed.

A recording makes it possible to 'capture' a speech or radio programme and replay

it by radio before an audience or over a public address system anywhere. Some
recordings are made on the spot at special events. In other instances, special programmes
are deliberately produced at are cording studio.

Charts:-

Charts are by far the most-used visual aid. A chart may be painted, printed or
drawn. It must be large enough and simple enough to be seen and comprehended in the
presentation setting.

Flannel Boards:-

Flannel Boards consist of aboard covered with felt. Sticky-backed visuals are
placed on the surface, allowing a speaker to put some movement and flexibility into an
otherwise static presentation.

Magnetic Boards:-
Magnetic Boards are much like flannel boards, except that magnets permit the use
of heavier three dimensional visuals.

Video Cassette, Audio Cassette and Disc Recordings:-

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 These are useful in overcoming some of the difficulties of working with a diffuse
and loose-knit organization. They assure that all concerned get exactly the same message
with the desired visual and/or audio emphasis. Generally, these video cassettes, audio
cassettes or disc communications, though carefully prepared, are modest in technique.
Intentionally, they do not have the ambitious-or cost-associated with full scale
productions.

Electro writers:-

An executive or a demonstrator can write his 'blackboard' notes across a long-

distance through a transmitter unit hooked up by telephone lines with a projector unit and
screen.

Tele Lecture:-

This is a useful technique for making an audio/visual presentation at a distance.

With the help of the telephone company there is a hook-up from a speaker's office, a
meeting or classroom, where visuals can be shown while the speaker is heard. Members
of the audience can question the speaker through a two-way hook-up. This permits the
speaker to 'appear' at many locations without the full time or expense of going there, and
it permits remote groups to engage speakers they otherwise would not attract.

Facsimile:-

It sends between distant cities via telephone lines, exact copies of blueprints,
layouts, and other visual materials- It is now used increasingly to transmit copy between
the offices of an agency and clients or between an organization and a communications
medium.

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 PLANNING PROCESS OF PUBLIC RELATION

Public relations are not merely a process of getting stories and pictures into
newspapers. It is much more. It has to be properly planned, orderly executed, and a
number of details need careful attention. Public relations costs money, requires
manpower, needs expertise, and consumes time and resources. So it should be well
planned and executed in an orderly manner.

PR Objectives:-

The first step is to set out clearly the PR objectives before any campaign is
launched. The publicist must have a clear idea as to what is intended to be achieved.
His approach should be positive and purposeful.

Publics:-
The next step is to decide who the audience to be reached i.e. local is, regional,
national, or international. And apart from geographical area, it should be considered if
any specialized audience or a section of the community or professional people is also to
be reached.

Message:-
After deciding the public the company has to decide what message they want to
pass through the campaign, what is it they want the people to know about them or what
they want to tell or inform the public about.

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Strategy:-
A strategy is a long term planning or the methods that a company adopts to make
itself a successful company. For a PR campaign also strategies are required to be formed
to so that they can create an impact or impression in the minds of the people; as well as
they can build a fair and favorable image in the market.

Tactics:-
Along with a good strategy a company also needs to use some very good tactics
for its campaign because there are competitors in the market and the company has to
stand on top of all of them.

Time Scale:-
The public has to decide the time scale in which they will complete the campaign.
They have to set a specific time. Also the decision about the commencement of
campaign, duration, repetition, etc. is to be made well in time.

Resources:-
The publicist has also to think about the resources in terms of money and staff
available to him. The campaign has to be planned keeping in view the resources which
the publicist would be able to mobilize.

Selection of Media/Resources:-
Another point that requires a decision is about the media to be employed for the
campaign: whether publicity is to be conducted with one medium or more than one or
through multimedia.

Evaluation:-
After deciding upon the above things the publicist should evaluate the whole
process to check whether everything is properly being done or not or whether they have
to add anything else or not, etc.

Review:-
After evaluation again there should be a review of the entire thing to give it a final
check.

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Analysis:-
After the campaign there should be an analysis of the entire process sp that they
will come to know whether the campaign was successful or not and if not then where it
went wrong. If any draw backs are pointed out then again the whole process is repeated
from the point of identifying the publics.

CONCLUSION

Public Relation came into existence by the belief that if we do something good for people
then only the people will say good about the organisation. Today's is a age of
Competition. And to remain firm in the competition depends on how efficiently the
Organizations manage its PR & project the company's image.

Public Relation will not sell goods and Services but it is bound to create an
atmosphere which will make the free enterprise, a responsible enterprise. Public
Relations, in fact will prove to be the most effective tool for communicating with the
People who are still remote from industry for convincing them that corporate objectives
are ultimately in the interest of the public.

The PR Mantra has now become pervasive. Neither a individual nor the
organisation & not even the government Or a UN body can thrive or sustain in this age
without effectively strategizing PR.

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 Bibliography

Principles of Public Relations.

- C.S. Rayudu.
- K.R. Balan.

Hand Book of PR in India.

- D.S. Mehta.

The Art And Science of Public Relations.

- Anne Gregory.

Webliography

AltaVista.com

Find Articles.com

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