Publicity in newspaper, a television interview

with organization spokesperson, appearance of

celebrity on the event.
But PR define as public relations is the
management function which evaluates public
attitudes, identifies the policies and procedures
of an individual or an organization with public
interest and, plans and executes a program of
actions to earn public understanding and
patience
Rex Harlow- Founded PRSA
 Public relations is influencing the behavior to
achieve objectives through effective
management of relationships and
communications- British Inst. Of PR
Key words
Deliberate
Planned
Performance
Public interest
Two way communication
Management function
Six broad elements
Organization
Corporate mission, service or products
Publics- internal and external
Management
Two way communication process
Public acceptance, mutual understanding
 Is PR all about winning and dining?
Why do people seem to respond to PR?
Can PR be self taught?
What can PR do?
Propaganda v/s PR
Public interest
Publicity
A systematic distribution of public
information about an institution, individual,
a product, an idea or a service
 PR and Publicity
Advertising- the process of buying sponsor
identified media space or time in order to
promote a product or an idea
Components of advertising
Paid form
Non personal
Identifiable with sponsoring authority
Differences between public relations and
advertising
Strategy
Target audience
Purpose
Message
Media choice
presentation
cost
 Commercial v/s social
Public affairs( government policies)
Lobbying a group or an individual who try to
influence politicians on a particular issue
Marketing and PR
 Communication is the process of passing
information and understanding form one
person to another. It is the process of
imparting ideas and making oneself
understood by others.
 Public communication
Kinds of communication
Intrapersonal communication
Interpersonal communication
Mass communication
Group communication
 Shanon and weaver model of
communication
Lasswells model of communication

Who
Says what
In which channel
To whom
With what effect
 Hypodermic needle model of
communication- power of media over
audience
Stepwise flow of communication
One step flow of communication
Two step flow of communication- opinion leaders
Multi step flow of communication
 Mythological PR
Three evolution models of Indian Pr
State of propaganda- from 1500 BC to
east India company 1858
The era of publicity and public
information model- British India rule
1858- 1947
The age of PR Independent India to till
date
 Father of modern PR- Edward L bernays
Four US PR models

Press agentry/publicity model

Public information model
Two way asymmetric model
Two way symmetric model
 Basic Principles
Audience analysis
Relationship management
Public interest
Truth
Good cause and good deeds
 Identification of publics
Who are the public that can influence and promote
organizational goal?
What is the demographic profile of the public?
What is psychographic profile of the public?
What is the public opinion about the organization?
Who are the opinion leaders and decision makers that can help
the organization?
How do we reach the public with the public relations message?
 Stakeholders
One message- different public
Segmentation of public
Major public

Internal
External
 Categories of public
Employees Government
Financial publics Opinion leaders
Suppliers Media public
Distributors General community
Customers Special public
International public
Relationship management
Employees relations
Investors relations
Customers relations
Media relations
Relations in crisis management
 PR as a top management function
Analytical tool
PR practice
Public transport
Lowest hierarchy
State of art
 Boundary- means border or limits of an area or
an organization
Spanning- is measuring the distance or the
environment of an organization
Public relations- is a bridge of communication
between organization and its publics
System is an inter connecting network within
an organization.
 Environmental scanning- the varied
information gathering, analysis,
dissemination activities that organization
pursue in order to keep up to date with
changes in the organizational
environment
Information gathering, processing,
feeding.
Areas where other departments consult PR
manager
To obtain advice from an expert about a
communication problem
For help in communicating externally.
To facilitate or mediate internal
communication between units and employees
To bring news and views from outside through
feedback mechanism
To undertake marketing communication
 Private
Government
State and central government
National campaigns such as pulse polio,
national savings, family planning etc are
carried out by central government.
Regional level state level
 The ministry of information and broadcasting
Press information bureau
PR in railways, defence etc
 PR budget
PR department plan
Executive summary
Review of progress against previous years plans
Budget performance
Budget proposals
Implementation of plans
Media wise program
Department structure
Policy
Dimensions of corporate PR
Employees relations
Shareholders relations
Customer relations
Dealers and suppliers relations
Community relations
Media relations
Relations in crisis management
Proactive and reactive PR
Six areas of proactive PR
Feedback, honest, does it matter, problem

Confidence about feedback, internal and external

Image is satisfactory, if not..why..plans we have?..our

reputations
Customers communication expectations, current levels of
quality are appropriate?
Fairly claim to be creative in what we are doing?..best in
using are resources, knowledge and skills, are using fresh
ways..
Are we identifying customers grievances and problems
unasked?
 Corporate identity and corporate image
Identity- the distinguishing characteristic or
personality of an individual, logo etc.
Symbol of corporate identity
Image
Corporate reputation
Values
Extra psychological value
Perceive as functional similar
Increase job satisfaction
Increase advertising and sales force effectiveness
Supports new product
Powerful signal to competitors
Helps in raising capital
 The people who affect or are affected by
an organizations programmes, policies,
services or products are mainly the
stakeholders.
Linked with the interest of ESC
Employees
Shareholders
Customers
 New trends in recruitment
Principles of employees relations
Share information
Avoid distortion of information
Media
Timely
Loyalty
Feedback information
Areas of employees PR
Organizational information
Job information
Collective bargaining issues
General education
Tactical objectives
Achievement of targets in production

Achievements of quality standards

Achievement of cost reduction goals

Achievement of productivity, improvement from new

equipment and procedures, change in facilities, machines
and methods
Introduction of new practices, changes in work standards,
restructuring of jobs, changes in classification and pay
rates
Resolution of employee dissatisfaction, strike, threats
through sound understanding of the issues.
Employees media and methods
Print media
Audio and oral media
Visual media
Audio video media
IT new mass media
Financial PR
Three Ms
Men
Money
Material
Investing public
Actual shareholders of public owned
corporations
Financial opinion leaders
Financial journalists of both print and
electronic media
 The financial calendar
Financial PR program
A plan for communicating with stock
brokers and financial institutions
A planned communication program for
media
Effective communication plan with its
internal public
Social communication
The principle and techniques of
communication as applied to creating
awareness on social evils, issues and
getting them eradicated from the society
may be called social communication
 Social justice
NGOs
Sponsorships
Goodwill by association
Media coverage and association
Market penetration and sales campaigns
Alternative advertising
Hospitality platforms
Employee benefits
Strengthened identity
Enhance the reputation and image of the company
Give product brands high visibility among purchasing publics
Corporate identity
 Community relations
Staff make a social impact
Government relations
 An unpredictable major threat that can have a
negative effect on the organization, industry or
stake holders
Three broad features
Cannot be predicted, but can be expected
A major threat has the potential to disrupt
organizational operations in some way
Can threaten the organization, the industry or
the stakeholders
Types of crisis
Technological crisis

Management failure crisis

Malevolence crisis

Natural calamities

Man made disasters

Government crisis

Product related crisis

Take over and merger crisis

 Starting crisis
Cash crisis
Delegation crisis
Leadership crisis
Prosperity crisis
Finance crisis
Management succession crisis
Stages of crisis
Before the crisis
During the crisis
After the crisis
Planning for a crisis- expected the unexpected
Catalogue the area of crisis and evolve a policy
to manage the crisis
Appoint a crisis committee which will act to both
prevent and manage crisis
Put the plan in writing or bring out a crisis
manual for the organization
Define the role of communication
Test the plan, test and test again
Crisis PR strategy
Crisis communication as information
Crisis communication as strategy
Ten points of crisis PR
Prepare crisis plan
Prepare advance background information
Manage inside and outside two way information flow
Three Rs- Regret, resolution, reform
Establish a crisis information centre
Effective media relations management
Official version
Project relief and rehabilitation measures
Crisis no longer local, always global
Accuracy
Democratic form of government based upon
Public opinion as supreme power
People are both sovereign and subjects
Bureaucratic are public servants
Welfare of the people is the welfare of the
state
Government is accountable and answerable to
the people
Peoples feedback a prerequisite for the
success of democracy
 Government- citizen interaction
Information

Government PR
Free two way flow of ideas and information from
both ends
Accountable and answerable
Information RTI
Media
 Media relations
Four basic goals
Public policy communication: gain public
support
Information service
Developing and protecting positive
institutional image
Generating public feedback
Management of public information
Indian information services
State information services
Ministry
Registrar of newspaper for India RNI
Press information bureau PIB
Research, reference and training division
Photo division
Publication division
Films division
Directorate of advertising and visual publicity
Directorate of field publicity
Song and drama division
Directorate of films division
 Distrust
Five dimensions of police PR
Role of police in democratic polity, public accountability
and answerability, relations should be human not
administrative
Projection of police services to the cause of the
community
Seeking peoples cooperation, trust, in discharging the
functions of community policing
Relationship with media
Measures to ascertain the perception of the public about
police services and its image
 Twin objective
Police behavior
Police image
PR practice in police department
Employees relations- educating and
motivating police force
Community relations- educating
neighborhood on police services
Media relations- cooperation
Relations in crisis-
Feedback information- peoples reaction
Public perception
Customer friendly products and honest
services
A public relations communication
strategy
Four stages
The money lenders table
The much elite owners banking
Public sectors banks
Competitive banking in the liberalized
economy
Dimensions of PR in banks
Employees relations
Relation with customers
Media relations
Citizens charter
Types of customers
Provider
Provider transactor
Provider seeker
Borrower
Borrower transactor
Borrower seeker
Transactor seeker
Transactor
Seeker
Need for PR in tourism
To compile data and promote places of tourist interest among the
prospective tourists
Travel magazines for benefit of domestic and foreign tourist
To identify and encourage travel writers by providing tourist
information for writing articles in travel magazine and other media
To maintain media relations for coverage of tourist places, hotel
industry in both print and electronic media
To launch multi media public relations campaigns like the incredible
India Tourism development corporation in 2006-2007 to project India
as a global tourist destination.
To provide feedback information about the reaction of tourist to
facilities, services etc.
Features of public sector
Owned by government and accountable to
people through parliament or state
legislatures
Few cases no competition
IRDA
LPG in 1991
Challenges of public enterprises
Competition with multinationals
Globalization of markets
Technological up gradation
Efficiency
Improvement in communication
Function
Employees relations

Shareholders relations

Customer relations

Community relations media relations

Communication about environmental protection

Promotion of reputation of public sector

Corporate advertising

Management of crisis communication

Media monitoring and feedback information

Units of local government serve twin
objectives
Functions as the agents of state
government insofar as tackling the
problems of local areas
Acts as individual units with statutory
powers to fulfill the needs of the local
community
 Adequate public understanding how city government functions.
Current public information about city operations.
Channels through which the citizen can effect city government policy
and actions.
Channels through which the citizen can be reached by the city
government, its officials, and other representatives.
To maintain better media relations with press, radio and television.
To make use of news media such as internet. E mail for quick
transmission of messages.
To help municipal officials understand the role of the media in city
corporation and citizen relations.
 When the corporation is involved in crisis, public relations
must tell the facts to the media at the earliest possible
moment.
To instil better civil consciousness among the citizens for
proper utilization of civic amenities.
To advice the municipal government on policy matters, gauge
public relations and suggest the administration on the means
of gaining public acceptance and cooperation.
To conduct educative campaigns to seek public support for
new taxation proposals and other schemes.
To inform the civic administration about public reactions and
attitudes on civic policies as reflected in media.
Functions in airline transportations
To inform the public through all available media about the
corporate objective and programmes of corporations including
the passengers amenities taken up for the benefit of
commuters.
To high lights the problems such as damage, attack on crew,
etc.
Instil better traffic consciousness among commuters such as
maintaining queues, avoiding foodboard travel, purchasing
correct tickets, etc.
To identify the adverse criticism on operation of busses ,
behaviour of crew as appeared in the advertisements or from
written and oral complaints from opinion leaders.
 Issue clarification on criticism appeared in the
press without any basis.
Making house journals
Arrange for training in PR and code of
etiquette for the bus crew and other
employees.
Launch employees communication program.
Evaluate the impact of the corporations
policies on the public and advise the
corporation on policy matters.
 A non-governmental organization (NGO) is a legally constituted organization
created by natural or legal persons that operates independently from any
government
The term originated from the United Nations (UN), and is normally used to refer
to organizations that do not form part of the government and are not
conventional for-profit business
In the cases in which NGOs are funded totally or partially by governments, the
NGO maintains its non-governmental status by excluding government
representatives from membership in the organization.
The term is usually applied only to organizations that pursue some wider social
aim that has political aspects, but that are not overtly political organizations
such as political parties.
NGO type can be understood by orientation and level of co-
operation.
NGO type by orientation
Charitable orientation
Service orientation
Participatory
Empowering orientation
NGO type by level of co-operation
Community- Based Organization
City Wide Organization
National NGOs
International NGOs
 Global PR
Global communication
Why is international PR?
International public relations associations
IPRA
International association of
communicators IABC
Global forum for public relations GFPR
 Trade wars
http://www.carwale.com/research/comparec
ars/carcomparison.aspx?car1=1749&car2=16
23&car3=&car4=
Global competition :Challenges for corporations
Reduction of cost of production and distribution

High productivity with greater efficiency

Quality of products and services of international

standards
Customer care and satisfaction

Employees commitment to economic reforms

Global perspective- faster and better adaption of new

technology
Effective HR, Financial, Marketing comm etc.

Effective PR/corporate communictaion management

Three pronged strategy
1. It is the corporate plan and performance of the
organization that manages these challenges
2. It is the mindset of the workforce of a
corporation, stakeholders and the corporate
culture of the organization that manages these
challenges
3. It is the PR communication as a strategic
management function and also as catalyst of
change that manage the challenge
 Integrated PR communications
Five growth engines
PR education
PR as a top management function
Multi media approach
Integrated PR communication
evaluation
 Future of PR
Trends
Social forces
Global challenges
Global v/s local
Six growth engines shaping the future
PR education and training
Emergence of e public relations
Two symmetric PR model
Integrated PR communication
PR society of India
ITM theory of gandhian public communication
ITM theory of gandhian public communication
I- Intra and interpersonal communication based
on spirituality and sadharinikaran (meditation,
prayer meetings, public meetings, word of
mouth)
T- Traditional folk art media
M- Mass media
M- modern information technology new media
Characteristics of profession
Mastery of particular intellectual skill through
professional education and training
Professional literature, particularly text books and case
studies
Measurement and research methods in the field to
assess the results
Professional association to promote the recognition of
public relation as a distinctive discipline
Code of ethics and high standards
 National PR associations PRSI
National PR day- 21st april
Code of athens- Dr. albert oecki
http://www.prsi.co.in/
Classification of media
The presentation media
The representational media
The mechanical media
 One picture is worth of thousand words
Photography
Public relations photography
Convey message through visual tactics
Why should PR use photographs?
Action shots of technical operations of machines
Product and services photo in newspapers and catalogues
Illustrate reports, booklets, house journals, folders, posters
Illustrate news stories and features or events of organization
Illustrate press advertising and posters
Illustrate manuals, handbooks, annual reports
Illustrate record albums, photo features in house journals
Illustrate newscast in television
Illustrate exhibition and other outdoor publicity material
Human interest stories in photographs
To impart training with the help of pictures
Photographs in press kits
 Exhibition
Is exhibition is PR or marketing medium?
Categories of exhibition
Face to face
Multi media
Inform, educate, entertains and motivate
Socio economic development
Eliminate middle men
New products introduction
Comparing technologies
Feedback
Three components of organizing exhibition
Theme, design, construction, display of stands, product,
photos, lighting, decoration, human interest live models
Management and running the exhibition- buildup to
break down, well informed guides, visitor book,
feedback from visitor
Publicity and public relations support before, during and
after the exhibition