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PUBLIC RELATIONSMGT 303

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Public Relations

Publicity in newspaper, a television interview withorganization spokesperson, appearance of celebrity onthe event.

But PR define as public relations is the management

function which evaluates public attitudes, identifies thepolicies and procedures of an individual or anorganization with public interest and, plans andexecutes a program of actions to earn publicunderstanding and patience

Rex Harlow- Founded PRSA

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Public Relations

Public relations is influencing the behavior to achieveobjectives through effective management of relationshipsand communications- British Inst. Of PR

Key words

Deliberate Planned Performance Public interest Two way communication

Management function

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Public Relations

Six broad elements

Organization

Corporate mission, service or products

Publics- internal and external

Management

Two way communication process

Public acceptance, mutual understanding

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Public Relations

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

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Public Relations

Publicity

A systematic distribution of publicinformation about an institution, individual,a product, an idea or a service

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Public Relations

PR and Publicity

Advertising- the process of buying sponsoridentified media space or time in order to

promote a product or an idea Components of advertising

Paid form

Non personal Identifiable with sponsoring authority

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Public Relations

Differences between public relations and advertising

Strategy

Target audience

Purpose Message

Media choice

presentation

cost

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Public Relations

Commercial v/s social

Public affairs( government policies)

Lobbying a group or an individual whotry to influence politicians on a particularissue

Marketing and PR

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Communication

Communication is the process of passinginformation and understanding form oneperson to another. It is the process of

imparting ideas and making oneselfunderstood by others.

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Communication

Public communication

Kinds of communication

Intrapersonal communication

Interpersonal communication

Mass communication

Group communication

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Communication

Shanon and weaver model of communication

Lasswells model of communication

Who

Says what

In which channel

To whom

With what effect

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Communication

Hypodermic needle model ofcommunication- power of media overaudience

Stepwise flow of communicationOne step flow of communication

Two step flow of communication- opinion leaders

Multi step flow of communication

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Communication

7 Cs of communication

Credibility

Context

ContentClarity

Continuity and consistency

Channels

courtesy

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Evolution Of PR

Two way asymmetric model Two way symmetrical model

I & B Ministry

People s participation

Launching of 5 year plan

General elections and emergence of democratic institution

PRSI

Growth of public sector

Mixed economy

Nationalization of scheduled banks LPG

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Evolution Of PR

Father of modern PR- Edward L bernays

Four US PR models

Press agentry/publicity modelPublic information model

Two way asymmetric model

Two way symmetric model

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Principles of PR

Basic Principles

Audience analysis

Relationship management

Public interest

Truth

Good cause and good deeds

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Principles of PR

Basic Principles

Two way communication

Multi functional discipline

Social responsibility

Sustained process

Change agent

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Principles of PR

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 helpthe organization?

How do we reach the public with the public relations message?

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Principles of PR

Stakeholders

One message- different public

Segmentation of public Major public

Internal

External

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Principles of PR

Categories of public

Employees

Financial publics

Suppliers Distributors

Customers

Government

Opinion leaders

Media publicGeneral community

Special public

International public

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Principles of PR

Opinion leaders

Community leaders, caste elders

Priests, clergy, mullahs

Politicians, social activists, MPs, MLAs Civil servants, teachers, academicians

Journalists, doctors, lawyers, public relationsmanager, marketing executives, post masters

Trade union leaders

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Principles of PR

The court of public opinion

Public opinion alone can keep a society pure andhealthy- Mahatma Gandhi

Four components

The nature of public

The methods of relations

Public interest

Public opinion

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Principles of PR

Types of opinion leaders

Formal opinion leaders- IAS

Informal opinion leaders- ADMIRED

Public opinion polls

Voice of public is voice of god

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Strategic Public Relations

Relationship management

Employees relations

Investors relations

Customers relations

Media relations

Relations in crisis management

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Strategy-a plan designed to achieve aparticular long term aim

Tactics it is a skillful device or methodused to implement a strategy

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PR as a top management function

Analytical tool

PR practice Public transport

Lowest hierarchy

State of art

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Two pronged strategy

Making PR indispensable to the CEO of a company on onehand

Elevating the position of the chief of public relations to the

senior management level to provide professional advice to theCEO

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Boundary- means border or limits of an area or an

organization

Spanning- is measuring the distance or theenvironment of an organization

Public relations- is a bridge of communicationbetween organization and its publics

Systemis an inter connecting network within anorganization.

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Environmental scanning- the variedinformation gathering, analysis, disseminationactivities that organization pursue in order to

keep up to date with changes in theorganizational environment

Information gathering, processing, feeding.

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Areas where other departments consult PR manager

To obtain advice from an expert about acommunication problem

For help in communicating externally.

To facilitate or mediate internal communicationbetween units and employees

To bring news and views from outside throughfeedback mechanism

To undertake marketing communication

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PR Departments & Agencies

Four functions of PR are(4 As)

Analyst

Advisor

Advocate

Antenna

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Private

Government

State and central government

National campaigns such as pulse polio,national savings, family planning etc arecarried out by central government.

Regional level state level

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The ministry of information andbroadcasting

Press information bureau

PR in railways, defence etc

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PR Departments & AgenciesCommissioner

Director

Additionaldirector(press)

Asst. Director stateinformationcentres(7)

District PROs23

Asst. projectofficers

(tribal welfarepublicity) 8 Divisional PROs

69

Jointdirectoradvt

Regional

deputydirectors6 zones

Joint

directoradmin

Chiefinformation

engineer9electronic

media

Accountsofficer

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Private sector

4 sections

Corporate image, advertisements and crisismanagement

Media relations- press release, conferences, liaisonswith media

Publications- house magazines

Community relations

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A. Corporate office

Chairman and managing director

General manager PR

B. Local head office

Chief general manager

Asst general manager PR

C. Zonal officeDeputy general manager

Deputy manager PR

PR Set up in state bank of India

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In house PR department

Merits

Better communication

Permanent jobs

Material requirement easily available for journals,annual reports, corporate profiles, documentary etc.

24*7 service

Economical

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In house PR department

Demerits

Uncritical and biased because of influence of

managementExperience of other fields

No continuity

Non professionals

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PR consultancy

Outsourcing

PR as to Top Management

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HRD and Marketing

Advice on solving communication problem

Communication with internal and external

Bring news, feedback and views

Undertake marketing communication

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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

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PR team

Recruitment

PR manual

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PR agency

Advantages

Independent services

Long varied experience

Unsatisfactory service

Disadvantages

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Corporate Communication

Corporation- a large company or group ofcompanies authorised to act as a singleentity and recognized as such in law

Corporate public

Corporate face

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Corporate communications v/s corporate PR

Corporate communication three broad components

Communication by a corporation to influence stakeholders andpublics

Marketing communication which is directed at achieving sales

Organizational communication engaging those publics where thereis interdependence by implication with major groups such asinvestors, employees and suppliers.

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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 areresources, knowledge and skills, are using fresh ways..

Are we identifying customers grievances and problems unasked?

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The company visit

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Corporate identity and corporate image

Identity- the distinguishing characteristic orpersonality of an individual, logo etc.

Symbol of corporate identity

Image

Corporate reputation

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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

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CSR

Corporate citizen

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Stakeholders Relations

The people who affect or are affected by anorganizations programmes, policies, services or

products are mainly the stakeholders.

Linked with the interest of ESC Employees

Shareholders

Customers

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New trends in recruitment

Principles of employees relations

Share information

Avoid distortion of information

Media

Timely

Loyalty

Feedback information

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Tactical objectives

Achievement of targets in production

Achievements of quality standards

Achievement of cost reduction goals

Achievement of productivity, improvement from new equipment andprocedures, 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.

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Employees media and methods

Print media

Audio and oral media

Visual media

Audio video media

IT new mass media

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Employees feedback

Orientation program

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Financial PRThree Ms

Men

Money

Material

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Investing public

Actual shareholders of public ownedcorporations

Financial opinion leaders Financial journalists of both print and electronic

media

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The financial calendar

Financial PR program

A plan for communicating with stock brokers and

financial institutionsA planned communication program for media

Effective communication plan with its internal

public

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Customers PR

Customer service

Customer satisfaction index

Educative slogans

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Social communication

The principle and techniques of communicationas applied to creating awareness on social evils,

issues and getting them eradicated from thesociety may be called social communication

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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

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Community relations

Staff make a social impact

Government relations

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Crisis Management

An unpredictable major threat that can have a negativeeffect 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 organizationaloperations in some way

Can threaten the organization, the industry or thestakeholders

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Crisis Management

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

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Crisis Management

Starting crisis

Cash crisis

Delegation crisis

Leadership crisis Prosperity crisis

Finance crisis

Management succession crisis

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Crisis Management

Stages of crisis

Before the crisis

During the crisis

After the crisis

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Crisis Management

Planning for a crisis- expected the unexpected

Catalogue the area of crisis and evolve a policy tomanage 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 theorganization

Define the role of communication

Test the plan, test and test again

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Crisis Management

Crisis team

http://www.ndmindia.nic.in/
http://www.ndmindia.nic.in/http://www.ndmindia.nic.in/

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Crisis Management

Crisis PR strategy

Crisis communication as information

Crisis communication as strategy

C

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Crisis Management

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

P bli l i i G

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Public relation in Government

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 thepeople

Peoples feedback a prerequisite for the success ofdemocracy

P bli l i i G

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State

Obligatory or primary functions

Optional or secondary functions

P bli l i i G

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Government- citizen interaction

Information

Government PR

Free two way flow of ideas and information from bothends

Accountable and answerable

Information RTI

Media

P bli l ti i G t

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Media relations

Four basic goals

Public policy communication: gain public support

Information serviceDeveloping and protecting positive institutional

image

Generating public feedback

P bli l ti i G t

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Management of public information

Indian information services

State information services

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P bli l ti i G t

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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

P bli R l ti i P li

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Public Relations in Police

Distrust Five dimensions of police PR

Role of police in democratic polity, public accountability andanswerability, 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

P bli R l ti i P li

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Twin objective

Police behavior

Police image

P bli R l ti i P li

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PR practice in police department

Employees relations- educating andmotivating police force

Community relations- educatingneighborhood on police services

Media relations- cooperation

Relations in crisis-

Feedback information-peoples reaction

P bli R l ti i P li

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Two watchdogs

Press

Police

Professional PR approach

P bli R l ti i B k

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Public Relations in Banks

Public perception

Customer friendly products and honestservices

A public relations communication strategy


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Four stages

The money lenders table

The much elite owners banking

Public sectors banksCompetitive banking in the liberalized

economy


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Dimensions of PR in banks

Employees relations

Relation with customers

Media relations

Citizens charter


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Types of customers Provider

Provider transactor

Provider seeker

Borrower

Borrower transactor

Borrower seeker

Transactor seeker

Transactor

Seeker

Public Relations in Tourism

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Why tourism?


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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 forwriting articles in travel magazine and other media

To maintain media relations for coverage of tourist places, hotel industry inboth print and electronic media

To launch multi media public relations campaigns like the incredible IndiaTourism development corporation in 2006-2007 to project India as a globaltourist destination.

To provide feedback information about the reaction of tourist to facilities,

services etc.

PR in Public Sector

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PR in Public Sector

Features of public sector

Owned by government and accountable topeople through parliament or state legislatures

Few cases no competition IRDA

LPG in 1991

PR in Public Sector

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PR in Public Sector

Challenges of public enterprises

Competition with multinationals

Globalization of markets

Technological up gradation

Efficiency

Improvement in communication

PR in Public Sector

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PR in Public Sector

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

PR in Municipal Government

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Units of local government serve twinobjectives

Functions as the agents of state government

insofar as tackling the problems of local areasActs as individual units with statutory powers to

fulfill the needs of the local community


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Adequate public understanding how city government functions. Current public information about city operations.

Channels through which the citizen can effect city government policyand 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 quicktransmission of messages.

To help municipal officials understand the role of the media in citycorporation and citizen relations.


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When the corporation is involved in crisis, public relations must tellthe facts to the media at the earliest possible moment.

To instil better civil consciousness among the citizens for properutilization of civic amenities.

To advice the municipal government on policy matters, gauge publicrelations and suggest the administration on the means of gainingpublic acceptance and cooperation.

To conduct educative campaigns to seek public support for newtaxation proposals and other schemes.

To inform the civic administration about public reactions and attitudeson civic policies as reflected in media.

PR in Transport corporation

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PR in Transport corporation

Roadways

Waterways

Railways

Airways

APSRTC

PR in Airlines

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PR in Airlines

Functions in airline transportations To inform the public through all available media about the corporate

objective and programmes of corporations including the passengersamenities 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 asmaintaining queues, avoiding foodboard travel, purchasing correcttickets, etc.

To identify the adverse criticism on operation of busses , behaviour ofcrew as appeared in the advertisements or from written and oralcomplaints from opinion leaders.

PR in Airlines

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PR in Airlines

Issue clarification on criticism appeared in the presswithout 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.

Documents

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