Ritesh Report (Autosaved) 2nd Part

7/30/2019 Ritesh Report (Autosaved) 2nd Part

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TABLE OF CONTENTS

PART-1

INTRODUCTIONo ABOUT THE TOPICo OBJECTIVE OF THE RESEARCHo SIGNIFICANCE / SCOPE OF THE STUDY

INDUSTRY PROFILEORGANIZATION PROFILE

PART-2

PROJECT MANAGEMENT MARKETING STRATEGIES USED BY AMBALIKA INSTITUTE OF

MANAGEMENT & TECHNOLOGY

PUBLIC RELATIONS & PUBLICITYo SCOPE OF PUBLIC RELATIONS AND PUBLICITYo TOOLS AND TECHNIQUESo PUBLIC RELATION PROCESS


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PART-3

RESEARCH METHODOLOGYo INTRODUCTIONo RESEARCH PROCESSo RESEARCH DESIGNo SAMPLE DESIGN AND SAMPLING PLANo DATA COLLECTION METHOD

PART-4

DATA ANALYSIS AND FINDINGSo ANALYSIS OF COLLECTED DATAo INTERPRETATION OF DATAo DATA INTERPRETATION

CONCLUSIONSUGGESTIONSLIMITATIONS OF THE STUDY

PART-5

BIBLIOGRAPHYo REFRENCESo ANNEXURE (QUESTIONNAIRE)


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PART-1

INTRODUCTION


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ABOUT THE TOPIC

The topic of the study Analysis of Publicity and Public Relations strategies of

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY is finalised

after a brief discussion with my mentor Mr. Priyatosh Mishra. We all know to make a

better position in any business sector every organization needs to develop a good public

relation, which results as the customer loyalty. Under this study I have tried to find out the

organizations relations with the public. This study also consists the publicity pattern of

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY. The study is

carried out in Lucknow region.

Publicity is a non-personal communication regarding an organization, product, service, or

idea not directly paid for or run under identified sponsorship.It can be done through; news

releases, featured articles, press conferences etc. Public relation is the management

function which evaluates public attitudes, identifies the policies and procedures of an

individual or organization with the public interest, and executes a program of action to

earn public understanding and acceptance. Public relation tools are;Oral communication

(speeches and interviews), Printed and Graphic communication (fliers, brochures,

newsletters), Print media (newspaper and magazine advertising), Outdoor media

(electronic displays, hoardings, posters), Broadcast media (Radio, Television and Internet),

other media (websites, endorsements, exhibitions).

The study is all about to investigate the publicity and public relations, which have been

developed by AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY.


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INTRODUCTION ABOUT PUBLIC RELATIONS OF AMBALIKA INSTITUTE OF

MANAGEMENT & TECHNOLOGY:

Ambalika institute of management & technology follows a very extensive technique of

publicity in order to dominate other colleges. The main aim for such publicity is that the

college wants to get maximum admissions for the academic year in order to earn higher

returns. Some of the famous AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGYs publicity weapons are television media, cinema halls, hoardings,

counseling, telecom media. Through these tools, AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY focus to gain the advantage over all the other

colleges. AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY s main

point of publicity is the achievements earned by the college like THE BEST COLLEGE

FOR PLACEMENTS & THE BEST ENGINEERING COLLEGE IN UTTAR PRADESH

This dominant strategy of AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY has really helped the college to gain an edge over other colleges. The

result of the investment on publicity is that now the name AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY, Lucknow is now not a stranger to many parts of

the country.


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MAJOR PUBLICITY & PUBLIC RELATIONS TOOLS USED BY AMBALIKA

INSTITUTE OF MANAGEMENT & TECHONOLOGY:

Through print media Through television channels Free movie tickets to students Organizing shows in malls Conducting business quiz Approaching different schools of the city & building relations with them PDP sessions Workshops Talent hunt program Guest lectures CHINTAN : capability enhancement program Career junction Think tank Scholarship program


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OBJECTIVE OF THE STUDY

The main objective of the study was to identify the effectiveness of publicity and public

relation strategies of AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY. It covers following objectives

1. To know the perception about the sensitivity of AMBALIKA INSTITUTE OFMANAGEMENT & TECHONOLOGY towards public.

2. To investigate the effectiveness of AMBALIKA INSTITUTE OF MANAGEMENT& TECHONOLOGYs public relations.

3. To know the best mode to create awareness.4. To know the best publicity tool.5. To know the best public relation tool.6. To identify the reason behind selecting an institute for getting admission.


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SIGNIFICANCE OF THE STUDY

This study will help the organization to know the effectiveness of publicity and public

relation strategies adopted by AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY. It also helps in the improvement of organizations performance after

critical analysis. There are some following importance:

1. It will help to know the perception about the sensitivity of AMBALIKAINSTITUTE OF MANAGEMENT & TECHONOLOGY towards public.

2. It will help to investigate the effectiveness of AMBALIKA INSTITUTE OFMANAGEMENT & TECHONOLOGYs public relations.

3. It will help to know the best mode to create awareness.4. It will help to know the best publicity tool.5. It will help to know the best public relation tool.6.

It will help to identify the reason behind selecting an institute for getting

admission.


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INDUSTRY

PROFILE


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The education industry consists of schools, colleges, universities and various

private institutions. The education sector can be broadly classified into

three categories:

K-12: This includes the education offered from nursery to the twelfth grade by various

public, private and religious schools.

Vocational education: This includes industry/job oriented education, based on the

apprenticeship method of learning.

Higher education: This includes various state-run and private colleges and universities.

This also includes Med Schools, Law Schools and Business Schools. India has world's

third largest higher secondary education system with a number of institutions. More and

more students are going for higher education these days. The result gets reflected on the

number of students enrolling for higher education. The number of institutions is also

increasing day by day. India has got following numbers of educational institutions (as on

December 31, 2007):

INSTITUTION QUANTITY IN NO.

Central University 25

State University 231

Institutions established through State Legislation 5

Deemed University 100

Institutes of National Importance 31

Degree-granting Engineering College 1,522

Polytechnic 1,244


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The education industry is not just restricted to these categories. It also includes ancillary

education services, such as after-school tutoring, charter schools, special or alternative

education, educational content suppliers and professional development of administrators

and teachers.

History of the Education Industry

Education has been practiced since time immemorial to in still social and cultural values.

In the ancient times, the education system was verbal, carried out generally by the elders of

the family. The writing system developed around 3500 BC, enabling the recording and

sharing of information. In most ancient societies, the state of literacy was bleak for

centuries.

The education industry was initially associated with law, trade and commerce, religion and

civil administration. Formal education was available to only a small fraction of the

population.

The system developed in most countries after 1850 CE. The modern education industry

consists of training by professionals and organized instructions with respect to systematic

curricula and pedagogy.

Demand and Supply Drivers of the Education Industry

The demand drivers of the education sector include:

Household disposable income. Cost of education.

Opportunity cost of education (education versus job).


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


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ORGANIZATION

PROFILE


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INTRODUCTION

AMBALIKA group was established to provide high quality professional education in the

streams of Engineering and Management. The Trustee is currently managing Ambalika

Construction Limited, Ambalika Chit fund Limited and Ambalika Farms & Resorts ltd.

The main line of business of the promoters is Infrastructure Development activities,

Building Construction, Machinery Rental, Transportation & Logistics, Earthwork, Mining

and Crushing.

The business is carried out in the group main company Ambalika Construction Limited.

Groups current year turnover is estimated to be around Rs.40 cr. Uttar Pradesh is the one

of the big state of the country. It has vast natural resources. But it is still backward in the

field of Technical and Management Education in particular. This adversely affects the

industrial growth and overall economy of the state. Therefore, there is urgent need of

expansion of management and technical education in the state.

Ambalika group of companies is a well renowned brand name in the industrial sector. It

also has spread its wings in the education sector with its academic institution's presence in

Pratapgarh. Dynamic and challenging times call for agile Managers and Engineers who

can forecast and respond to the changes around them. Keeping this thing in mind,

Ambalika Group has established itself successfully and spread its wings in both the

industry as well as the academics. The group was started by Mr.B.C.Mishra. His

dedication and devotion has led to the establishment of several ventures thereby providing

a numerous employment opportunities and contributing in the development of the

economy.


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AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY is one of the most

prominent professional institutes amongst the dozen educational institutes founded by the

Ambalika group. The Institute is located at Mohanlalganj, on the outskirts of Lucknow.

Surrounded by 200 acres of lush green, sprawling mango orchards and 25 acres of

beautiful lake, the institute ensures a peaceful and serenity filled, scenic environment;

setting an enviable benchmark for others to follow. Equipped with centrally air-


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conditioned classrooms and latest equipments, the institute is an amalgamation of latest

technology and modernity.

The Campus is located near NH-56B, 33 Km from Lucknow Railway Station and 20 Kms

from Amausi Airport, Lucknow. The state of the art Laboratories, a well-equipped Library-

cum-Information Centre, A spacious workshop, wide exposure and a cadre of highly

qualified and experienced teachers, makes AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY an ideal place for learning.

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY has grown steadily

to attain an esteemed position among the institutions in Lucknow. It has carved a niche for

itself in the field of teaching and research. It provides a strong base for the engineering and

management students so that they can stand firmly and move confidently towards a

brighter future.

The Institute is going to develop an educational city of its own with the aim of developing

an educational hub of all kinds of professional studies and activities under one roof, with

world class infrastructure and facilities. In short AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY is the place to be for all those who dream of

making it big in this world!


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SOULS OF THE COLLEGE:

Mr B. C. Mishra Chairman Mrs Rama Mishra Vice Chair Person Mr Pramod Tiwari Chief Patron Mr Ambika Mishra Secretary Mrs Aradhana Mishra Treasurer


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BACKBONE:ADVISORY BOARD

1. Ms. Rita Singh Chairperson, Mescos Group

2. Mr.Sanjay

Chakravorty

MD.,SOILMEC, Foundation Equipment Pvt. Ltd.

3. Mr. Kumar Binit Vice President, India Bulls

4. Mr. Sunil Kumar Vice President/Group Head, Infrastructure Division Greaves Cotton

India Ltd.

5. Mr. S. Sondur Vice President, RMC India

6. Prof. M.S. Sodha Ex. Vice Chancellor, Univ. of Lucknow, Lucknow

7. Prof. S.C. Srivastava Dean & Prof. of Electrical Engineering, IIT Kanpur

8. Dr. Y.P. Gupta Prof. & Head (Retd.) Civil engineering MNIT Allahabad

9. Mr. Ashok Sharma IAS, Vice Chairman, J.P. Associates

10. Mr. DharmendraDeo

Mishra.

I.A.S. (Retd.)


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VISION OF THE ORGANIZATION:

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY, too has certain

visions and its actions aim at fulfilling these

To be a premier International institution having collaborations with the leadinginstitutes of the world.

To provide state of the art facilities and world class education, training, research,Consultancy and outreach services in the areas of Engineering Technology &

Management.

To promote professional ethics and a sense of civic responsibility, empowering thestudents to be leader entrepreneurs in their respective fields and society as a whole.

MISSION OF THE ORGANIZATION:

To provide a comprehensive education that prepares students to contributeeffectively to their profession and society.

To enable take the students to develop and nurture the competence andconfidence to on the technological challenges of tomorrow.

OBJECTIVES OF THE ORGANIZATION:

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


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COURSES OFFERED BY AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY:

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

(*PROPOSED)

The B. Tech is approved by AICTE, Min. of HRD, the government of India and affiliated

to UP Technical University, Lucknow.

B. Tech is available in following disciplines:

Computer Science & Engineering (120) Information Technology & Engineering (60) Electronics & Communication Engineering (60) Civil Engineering (60) Mechanical Engineering(60) Diploma in Civil Diploma in Mechanical Diploma in Electronics & Communication


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M.B.A is available in following disciplines:

Human Resource Finance Marketing

Future Courses:

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


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Technical Field : Itsnot about Engineering Itsabout Imagineering

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


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Management Field : Redefining businessRedefining goals

To change your career To inculcate entrepreneurship skills To gain the competitive edge in a competitive world To develop technical expertise and business savvy quickly To advance your career

To gain valuable networking resources

To enhance your financial position To enjoy greater job security To enjoy greater job satisfaction and self-satisfaction To become a leader in an emerging field To develop your personality as a whole.


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ADMISSION GUIDELINES

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

The two-year full time master's degree programme in Business Administration is affiliated

to the Gautam Buddha Technical University, Lucknow. The course enables students to

understand and apply the concepts of business management to real world business

problems. This course equips the student with sound conceptual as well as practical

knowledge of the field, in addition to providing professional training, enhancing overall

personality, improving communication skills, developing team building skills, etc. The

Institute provides dual specialization, i.e., the student is required to choose any two of the

under mentioned areas at the beginning of the second year, as specified by the University.

Human Resource Management. Marketing Management Financial Management

Graduate Programme B.Tech

This is a four years full time programme leading to a Bachelor's Degree in Technology

from the Gautam Buddha Technical University. While the first year of study includes the

basic conceptual subjects common to all branches, from the second year onwards, the

student imbibes the specialized concepts and applications of any one of the following

branches of Engineering. At all stages, theory is adequately supplemented and

corroborated with various specialized laboratories, projects and workshops:

Computer Science Information Technology


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Electronics and Communication Mechanical Engineering Civil Engineering

INFRASTRUCTURAL HIGHLIGHTS

Being a part of reputed Construction Company, college possess stupefying infrastructural

highlights in the campus:

Aesthetically designed Air Conditioned campus and phenomenal infrastructure. Classrooms are equipped with modern Teaching Aids, like digital mamiyo. LCD

projectors, Visualizer. NPTEL Lectures.

Sophisticated Laboratories. Enormous library along with digital library. Spacious, well-equipped and well managed boys and girls hostel. Good facilities for Indoor and Outdoor Sports and Games Air-conditioned and spacious canteen with quality food-items.


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FRONT VIEW OF THE COLLEGE


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CENTRAL HALL


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CLASS ROOM


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LABORATORIES

To facilitate the practical implementation of theoretical learning, our premises is equipped

with state of-the-art laboratories. We actively cater to the needs of the students making use

of the latest equipments and instruments available for experimentation. All our laboratories

have been constructed with care and caution and we have followed all the requisite

guidelines prescribed universally for our various laboratories.

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


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Academic Advancement

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY has various kinds

of facilities, provided first time by any college that not just enhances the educational

background of the college but also provides a nurturance to achievements of the college.

Personality development classes through V-SAT Pre Tie-ups with MNCs Totally WI-FI campus.

In house organic food products

Hostel with 24x7 Power backup Residence for dedicated faculty for hostel. Proper conveyance to students as well as to its employees. 24x7 medical facility is present for the students and employees of AMBALIKA

INSTITUTE OF MANAGEMENT & TECHONOLOGY.

Software based management of the college.


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ORGANIZATIONS OTHER INITIATIVES:

The other initiatives of AMBALIKA group are:

AMBALIKA CONSTRUCTION LTD.

AMBALIKA RENTAL DIVISION, READYMIX CONCRETE.

EQUIPMENTS RENTAL CIVIL (NO.1 IN NORTH INDIA)

AMBALIKA SOFTWARE SOLUTIONS (TWA INTERNET

TECHNOLOGIES PVT. LTD A SISTER CONCERN COMPANY)

AMBALIKA CHITFUND PVT LTD.

AMBALIKA INFRASTRUCTURE PVT LTD.

STONEMART INDIA

ASHLAY INFRASTRUCTURE


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CONSTRUCTION

Client Name Project Name Type of Work

Sahara India

Chairmans Office cum Residence

Building

Entire work from structure to

inishing and interiors.

Sahara India Command Office Building



Sahara India Office Building



Sahara India Sahara Ganj Mall Involved with structure work.

Ansal Properties and

Infrastructure Limited

Sushant Golf City Land Development Work



Sushant Golf City Road Construction Work



Sushant Golf City Construction of Model House

Ambalika Welfare Foundation

mbalika Institute of Management

and Technology

Entire Construction Work

St. Josephs Hospital St. Josephs Hospital Construction of Second Floor

U.P.R.N.N. BoudhVihar Shanti Upvan Civil related work

U.P.R.N.N. ManyawarKanshiramJiSmarakSthalCivil related work

L.D.A. Security Barrack Entire Construction Work


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RENTAL

S.N. Client Name S.N. Client Name

1 M/s Larsen & Toubro Limited 8 M/s Hindustan Construction Limited

2

M/s Lafarge Aggregates & Concrete India

P.Ltd.

9 M/s Prestige Urban Infratech Ltd.

3 M/s ITD Cementation India Ltd. 10 M/s Ramky Infrastructure Limited

4

M/s Ultratech Cement Limited (Aditya

Birla Group)

11 M/s Brahmaputra Infrastructure Ltd.

5 M/s Petron Civil Engineering Pvt. Ltd. 12 M/s Paramitha Constructions Pvt. Ltd.

6 M/s ShapoorjiPallonji& Co. Ltd. 13 M/s Jyoti Build-Tech Pvt. Ltd.

7

M/s Ansal Properties & Infrastructure

Ltd.

14 M/s AND InfraconPvt. Ltd.


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PART-2


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Project Management

What is a project?

A project is generally defined as a program of work to bring about a beneficial change

and which has: -

o A start and an endo A multi-disciplinary team brought together for the projecto

Constraints of cost, time and quality

o A scope of work that is unique and involves uncertaintyExamples of a project: -

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

How is a project different to any other work?

A continuous process is not a project. The development of a new rent or lettings policy

is a project but the subsequent day-to-day operation of that policy is a continuous

process that is usually managed by an individual or a department.


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When is Project Management relevant?

Relevant to any job if it has the following features:-

A defined goal Time, cost and quality (or functionality) constraints Requires expertise and support from other functions Involves a unique (to you or the organization) scope of work

Using a project team approach helps to achieve the beneficial gain in a structured,

controlled and cost effective way.

What is the Project Management Methodology?

If a project has a beginning and an end, what is its life cycle and how is it managed?

To be effective and workable project methodologies should be appropriate to the taskand the organization.

For simple projects in a small organization, agreed milestones, a few checklists andsomeone to steer the project are all that are required.

For complex projects in a large organization a more structured approach is needed, toset up and approve the project, monitor and guides its progress, solve its problems,

deliver the end product (or gain) and close it down.

In order to understand the methodology we need to look at the project life cycle. Thedetailed life cycle will be dependent upon the size and type of organization and the

size and type of the project. However, in outline they all have very similar elements.


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PROJECT LIFE CYCLE

A typical methodology would involve a number of stages and activities, which occur

at different parts of the life cycle.

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

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

The Feasibility or Research stage will establish whether the project is feasible andestablish the risks and key success measures. Unless the organization undertakes

research or new product development, feasibility often means can this process or

technology be cost effectively applied to the organization or department, rather than

Preparation

Start Up

Feasibility

Definition & Planning

Implementation

Close Down


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is it generally feasible. It may include the identification of external resources such as

specialist consultants or product and service providers who may wish to tender goods,

software or services for the project.

The work will be undertaken by the team (which may include external consultants)

and co-coordinated by the project manager. This team should consist of the key users

or main beneficiaries of the beneficial change the project is delivering (hence the term

project deliverables or products. They may be line managers, supervisors or staff

with particular skills. They must be the best people available and never those who can

be spared because they have difficult or awkward personalities. The object is to build

a team that is better than the sum of the individuals.

Defining and planning the project in more detail by writing and publishing a fulldefinition of the project and determining a project plan. This work is undertaken by

the team and co-ordinated by the project manager. Both should be communicated

widely to ensure maximum understanding of the projects objectives by all staff that

will be affected by the project. Now is the time to ensure their input to minimize

surprises at a later stage.

The implementation stage involves the execution of the project as agreed, whilstcarefully monitoring progress and managing changes. The team may need to be

expanded at this stage to resource all the tasks. If so, it is essential they are fully

briefed and feel included as part of the team.

When project management is not an integrated part of an organizations culture it is a

very good idea to undertake some team building events that allow the team to work

together in a competitive but non-threatening environment. As people get used to


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forming and dissolving teams the need for and style of such team building events will

be decided by the team.

The close down stage involves the satisfactory delivery (satisfactory to the projectcustomer that is) of the products or services that achieve the beneficial gain. A

project review should be held to learn the lessons. These should be formally

documented and published warts and all.

Objectives of Project Management:

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

PERFORMANCE MANAGEMENT SYSTEM

Group performance management system Field performance management system


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MARKETING STRATEGIES

USED BY AMBALIKA

INSTITUTE OF MANAGEMENT

& TECHONOLOGY


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CONCEPTUAL STUDY OF PROMOTION MIX

People no longer buy shoes to keep their feet warm and dry. They buy them because of the

way the shoes make them feel masculine, feminine, rugged, different, sophisticated,

young, glamorous, "in" buying shoes has become an emotional experience . Our business

now is selling excitement rather than shoes. - Francis C. Rooney

Modern Marketing Trends:

Modern marketing calls for more than developing a good product it attractively and

making it accessible to target customers. Companies must also communicate with their

present and potential customers. Every company is inevitably cast into the role of

communicator and promoter.

What is communicated, however should not be left to change. To communicate effectively;

companies hire advertising agencies to develop effective ads; sales promotion specialists to

design sales incentive programmes and public relations firms to develop the corporate

image. They train their sales people to be friendly and knowledgeable. For most

companies, the question is not whether to communicate but rather what to say, to whom.

Promotion Technique :

Promotion influences demand by communicating product and company message to the

market. A promotion Techniques involves the co-ordination of all communication efforts

aimed at a specific audience; consumer and shareholder. The most critical promotional

question is the proper mix of advertising, personal selling, sales promotion and publicity.

The promotion mix is usually co-ordinated on a campaign basis, taking the campaign may

efforts include a total campaign with one unified theme. All promotion messages tie in to

this theme in one way or the, rather than conflicting with it.


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PUBLIC RELATIONS & PUBLICITY

1.1. DEFINITIONS OF PUBLIC RELATIONS

Public Relations is the deliberate, planned and sustained effort to establish and maintain

mutual understanding between on organization and its publics.

- Institute of Public Relations, USA

Public Relations is the attempt by information persuasion and adjustment to engineer

public support for an activity, cause, movement or institution.

- Edward L. Bernays

Public Relations is a combination of philosophy, sociology, economics, language,

psychology, journalism, communication and other knowledge into a system of human

understanding."

- Herbert M. Baus

Merely human decency which flows from a good heart.

- Charles Plackard

Good performance, publicity appreciated because adequately communicated.

- Fortune (Magazine)

Public Relations is Dale Carnegie - winning friends and influencing people - writ

Large.

- Robert Heibroner


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Everything involved in achieving a favourable opinion."

- George F. Meredith

Former President of the American Pubic Relation Association

The Management function which gives the same organized and careful attention to

the asset of goodwill as is given to any other major asset of business.

- John W. Hill

"Public Relations is distinctive management function which helps establish and maintain

mutual lines of communication, understanding, acceptance and cooperation between an

organization and its publics; involves the management of problems or issues; helps

management to keep informed on and responsive to public opinion; defines and

emphasizes the responsibility of management to serve the public interest; helps

management keep abreast of and effectively utilize change, serving as an early warning

system to help anticipate trends; and uses research and sound and ethical communication

as its principal tools."

- Rex F. Harlow

Courtesy:

1. Applied Public Relations p. 15 & 16

2. Rex F. Harlow, Building a Public Relations Definition, Public Relations

Review, 2 (winter 1976) p. 36


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1.2. ORIGIN OF PUBLIC RELATIONS

Thomas Jefferson (1807) used the phrase "Public relations" in the place of "State of

thought" while writing his seventh address to the US Congress. In India, Great Indian

Peninsular Railway Company Limited (GIP Railways) carried on publicity in Public

Relations campaign in England for promote tourism to India through mass media and

pamphlets. During the time of First World War a central publicity board was set up at

Bombay (now Mumbai) for disseminating war news to the public and press. After Second

World War the Public Relations activity gained importance both privates as well as

Government started Public Relations campaigns.

1.3. NEED FOR PUBLIC RELATIONS

Investing on Public relations will help the organisation to achieve its objective effectively

and smoothly. Public Relations is not creating good image for a bad team. Since false

image cannot be sustained for a long time. Though the organisation product or services are

good it need an effective Public Relations campaign for attracting, motivating the public to

the product or service or towards the purpose of the programme. It is not only encourage

the involvement from the public and also resulting in better image.

Effective Public Relations can create and build up the image of an individual or an

organisation or a nation. At the time of adverse publicity or when the organisation is under

crisis an effective Public Relations can remove the "misunderstanding" and can create

mutual understanding between the organisation and the public.


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1.4. FUNCTIONS OF PUBLIC RELATIONS

= Public Relations is establishing the relationship among the two groups (organisation and

public).

= Art or Science of developing reciprocal understanding and goodwill.

= It analyses the public perception & attitude, identifies the organisation policy with

public interest and then executes the programmes for communication with the public.

1.5. ELEMENTS OF PUBLIC RELATIONS

= A planned effort or management function.

= The relationship between an organisation and its publics

= Evaluation of public attitudes and opinions.

= An organisation's policies, procedures and actions as they relate to said organisation's

publics.

= Steps taken to ensure that said policies, procedures and act ions are in the public interest

and socially responsible.

= Execution of an action and or communication programme.

= Development of rapport, goodwill, understanding and acceptance as the chief end result

sought by public relations activities.

Courtesy: Raymond Simon, Public relations: concepts and practices, 2nd ed. (Columbus,

O.Grid, 1980), pp 9, 11.


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1.6. THE COMPONENTS AND TOOLS OF PUBLIC RELATIONS

"Public"

A group of similar individuals; an assortment of persons having the same interests,

problems, circumstances, goals; it is from such persons that opinion emanates.

Public is a varied creature; it comes in many forms and sizes. Public has a multitude of

wants and desires; it has its likes and dislikes, sometimes, strong likes and strong dislikes.

Employers make for a public and employees another public; the government is a public

and citizens constitute another public, and so on, each of these groups is a public of the

sort, tries to attract a different audience with its own tools and techniques.

"Relations"

Human wants to create the need to establish relations with one another. The representative

wants of the individuals will profoundly affect their relationship. To understand any

relationship, therefore, one must understand the wants of those involved.

'Relationships are of all possible types. We have relationship by ran-superior to inferior,

inferior to superior, and equal to equal. We have relationship by sentiment-benevolent,

Friendly, suspicious, jealous, hostile. A relationship may be active, or it may be passive it

may be good or it may be bad, or it may be neutral. At any rate, the relationship is there to

be accepted, ignored or altered, as desired.

Propaganda:

Propaganda is the manipulation of symbols to transmit accepted attitudes and skills. It

describes political application of publicity and advertising, also on a large scale, to the end

of selling an idea cause or candidate or all three.


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Campaigns:

These consist of concerted, single-purpose publicity programme, usually on a more or less

elaborate scale, employing coordinated publicity through a variety of media, aimed, at a

number of targets, but focussed on specific objectives. A campaign objective may be the

election of a candidate, the promotion of political cause or issue, the reaching of a sales

goal, or the raising of a quota of funds.

Lobbying:

It entails the exertion of influence, smooth and measured pressure on other, exercise of

persuasion cum-pressure. In essence, it means a group putting its points of view forward in

an attempt to win the other groups support.

1.7. SOME POSSIBILITIES THAT WOULD CALL FOR PUBLIC RELATIONS

Promotional Opportunity:

To inform the new service / policy which call for Public Relations to make wider publicity.

Competitive:

To overcome the resistance (pre-set mind condition).

Controversy:

To eliminate the contradictory conditions in between the organisation and the public.

Adverse publicity:

To inform the truth or correct issues and thereby removing the misunderstanding.

Catastrophe:

Announcement of any unfavourable issues.


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Crisis:

Whenever threats arises.

1.8. PUBLIC RELATIONS IN GOVERNMENT

Public relations role in government:

The Government public relations contribute to:

1. Implementation of public policy.

2. Assisting the news media in coverage of government activities.

3. Reporting the citizenry on agency activities.

4. Increasing the internal cohesion of the agency.

5. Increasing the agencys sensitive to its publics.

6. Mobilisation of support for the agency itself.

Public Relations for Government (objectives and organizations)

National Objectives:

The basic function of the government Public Relations department / agencies is to provide

information, education/instruction to the citizens. The effort should also motivate the

people directly or indirectly, to discharge these functions in a meaningful and purposeful

manner, it is necessary that the Public Relations Department / wing should be clear about

the broad objectives which guide their work.

The national objective should be non-political, non-controversial, and on which there

should be a national consensus. The objectives should further the interests and the well

being of the public as a whole and promote the many sided development of the country.


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The objectives should be long term ones and need not necessarily change with political

vagaries.

2.1. COMPONENT

= Public Relations Objective

= Communication programme

= Content / message development

= Media Co-ordination

= Impact / Result monitoring

2.2. PUBLIC RELATIONS OBJECTIVE

For developing a sound Public Relations programme, a clear well-defined Public Relations

objective needs to be established. These objectives should be very specific and measurable.

Example:

Objective: To immunize two million child of the state above the age of 3 and below the

age of 5 during the period of August 15 to August 30 to avert the Polio.

Evaluation: Success of the programme can be determined by the actual number

immunized.


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Objective: 1. To begin to provide the public with regularly scheduled advertisements

about the danger of burning plastic in open air and its associated disease like cancer,

disabled child etc.

2. To personally contact once in 3 months all media representatives (press meet) in order to

inform the health hazards and to seek their cooperation for highlighting the issues.

2.3. PUBLIC RELATIONS STRATEGY

For effective implementation of the Public Relations objective a Public Relations strategy

is to be evolved. The process of strategy starts with planning which consist of:

a. Determining Key results area

b. Define roles

c. Selecting and setting objectives

d. Preparing action plans relating to programming, scheduling, budgeting, fixing

accountability and establishing rules and procedures.

Rice and Paisley suggest the guidelines for planning a successful campaign.

i. Assessment of the needs, goals and capabilities of target audiences.

ii. Systematic campaign planning and production

iii. Continuous evaluation

iv. Complementary roles of mass media and interpersonal communication

v. Selection of appropriate media for target audiences.


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2.4. PUBLIC RELATIONS PROCESS

The definition of Public Relations as relations with the general public through publicity,

those functions of a corporation, organisation, branch of military service, etc., concerned

with informing the public of its activities, policies, etc., attempting to create favourable

public opinions.

Public Relations is the planned effort to influence opinion through good character and

responsible performance, based upon mutually satisfactory two-way communications.

1) Research-listening: This involves probing the opinions, attitudes and reactions of those

concerned with the acts and policies of an organisation, then evaluating the inflow. This

task also requires determining facts regarding the organisation:

"what's our problem?"

2) Planning-decision making: This involves bringing these attitudes, opinions, ideas and

reactions to bear on the policies and programmes of the organisation. It will enable the

organisation to chart a course in the interests of all concerned:

"Here's what we can do."

3) Communication-action: This involves explaining and dramatizing the chosen course to

all those who may be affected and whose support is essential: "Here's what we did and

why."

4) Evaluation: This involves evaluating the results of the programme and the effectiveness

of techniques used: "How did we do?"

The first phase of Public Relations process is identifying and listing out the information or

message to the communicator.


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The second phase of Public Relations is process to ascertain the existing image or

awareness level about the issue in the target group or common public.

The third phase of Public Relations is developing of communication objectives and

priorities.

The fourth phase of Public Relations is deals with developing the message and choosing

the media to transit.

The fifth phase of Public Relations is the implementation of the message and media,

coordination or the dissemination of message.

The sixth phase of Public Relations is communication process to check whether message

reached properly and the expected action or behaviour or knowledge on image factors.

The seventh phase of Public Relations in case the message did not reach properly

identified the reason for the ineffectiveness and rectification of the same and disseminates

the revised message.

Now, let us briefly see the above component:

1. Listing and prioritising of information is to be disseminated:

May wish to inform the public:

a) The new policy of the Government or organisation

b) The change in the existing policy

c) The new scheme promoted

d) The change in the existing scheme


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Public Relations activity starts with identifying the message to be disseminated and

prioritised.

2. Ascertaining the existing knowledge level or understanding the perceptions of the

public:

The organisation can check a quick survey among the target group of the public to

ascertain the knowledge level of the issue for which the organisation is planning to initiate

Public Relations process and in case of the image it is essential to know whether the image

is positive, neutral or negative in terms of the assessment or in terms of the organisation or

both.

3. Communication objectives and prioritise:

Based on the knowledge level or image factor, communication objectives are to be

established which is possible to evaluate and the top management approval is required. For

example, communication objective instead of using the term increasing awareness level

about the scheme, it should be specific "By 2005, in the number of families where of the

scheme be at least one lakh" so that we can evaluate the impact.

4. Message and Media:

After choosing the objective, the content of the message need to be developed. While

developing the message we should keep in mind the media in which we are going to use

for disseminating that message. TV/Visual media may be effective for showing the

demonstrating awareness. Training media may be effective whether the recipient may wish

to keep the gap or further reference.


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5. Implementation of message and media:

Based on the expected reaching level and target group, the budget is to be prepared and

message is transmitted through the appropriate media's.

6. Impact assessment:

After release of the message, it is essential to study the impact at interval by interacting

with the target group.

7. Message redesigned:

In case, the interaction of the target group reveals the message did not reach as expected

the modification in message or media need to be done and the revised message should be

disseminated.

THE RESEARCH PROCESS:

Opinion, market and academic researchers have developed a pattern of research that

involves nine basic steps:

1) Statement of the problem

2) Selection of a manageable portion of the problem

3) Definition of concepts and terms

4) Literature search

5) Development of a hypothesis

6) Determination of a study design

7) Gathering of the data


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8) Analysis of the data

9) Recording of the implications, generalisation, conclusions

Research for analysis of a specific problem should include these elements:

1) A broad overview of what has gone before that influences the present situation

2) Changes expected in the environment in the next year or so that could affect the

organisation.

3) Social, political and economic trends foreseeable in the next five to ten years that could

affect the organisation; and

4) What the organisation can do to influence the public to accelerate favourable trends and

slow down unfavourable ones.


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PUBLIC RELATIONS PROCESS:

EVALUATION

Situation

Background

Causes

Precedents

Allies

Opponents

Strategic

Analysis

Objectives

Alternatives

Risks

Benefits

Consequences

Actions

Timing

Repetition

Follow-up

Results

Yardsticks

FACT-

FINDINGS

PLANNING AND

PROGRAMMING

COMMUNICATION

Proposal

Vehicles

Media

Talent

Conclusions

Revisions

Renewal

Termination

Approval

Commitment

Support

Participation

Feedback


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There are at least nine questions to be answered.

i) What are the objectives in influencing public opinion?

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

iii) What are the risks in taking each avenue?

iv) What are the potential benefits in each?

v) What are the potential consequences beyond each?

vi) Which avenue do we choose to take?

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

the projects and programmes we want to carry out?

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

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

administration if the plan is to go forward and succeed?


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Problem statement:

The first product of the research is a statement that summarises what was learned about the

problem situation. Written in present tense, the problem statement describes the situation

in specific and measurable terms. It details most or all of the following:

What is the source of concern?

Where is this problem?

When is it a problem?

Who is involved or affected?

How are they involved or affected?

Why is this concern to the organisation and its publics?


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Publicity Tools and Techniques:

When practitioners need to deliver information to the media, they can choose from several

publicity tools and techniques. Some of these tools (things you prepare) and techniques

(things you do) may be sent to the media with other materials that supplement them.

Publicity Tools:

Publicity Tools and TechniquesAudio news release (ANR)Billboard announcementBy-lined articlesCamera-ready featuresChatter sheetsCommunity calendar announcementCommunity noticeFeatureFillerFree speech messageGuest editorialLetter to the editorNews releasePromoPublicity prop


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Publicity photographsPublic service announcement (PSA)Radio program or featureReader tip sheetsSocial media release (SMR)Video news release(VNR)

Audio news release (ANR)

Most of these taped news releases, sent to radio stations, feature voice actualities of

organization spokespersons or representatives. An ANR may be sent with paper copy

of a wrapper to be used by the newscaster. The wrapper also may be pre-recorded. An

ANR usually contains spot news or an organizations reaction to spot news or a

current issue.

Billboard announcement

A brief message, submitted by non-profit or community groups, on community

needs and activities. They are run free of charge on community cable television

channels.

By-lined articles

Articles written mostly for trade and business publications. The article by-line is

that of a key player in the submitting organization.


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Camera-ready features

Columns or feature storiesusually evergreensready to be used by a newspaper.

They include heads, graphics, and photos and are sent either on glossy sheets (repro

proofs), disk, or CD-ROM or are posted on the organizations website. They comply

with newspaper standards in that they seldom mention the name of a product or

company more than once. The content either is newsworthy in itself or the facts

presented bestow a benefit upon the reader. (Also called sponsored editorials.)

Chatter sheets

Sheets with interesting, timely, and brief bits of information (e.g. trivia, historical

milestones, consumer tips, etc.) on themes or topics relevant to an organization that

are sent to DJs to use during their shows.

Community calendar announcement

A brief description (who, what, when, where, and perhaps why) of a community

need or activity, included in a radio or television community calendar segment.

Community notice

A brief description (who, what, when, where, and perhaps why) of a community

event, need, etc., listed free in a special section of a newspaper or periodical. (Those

focusing on events often are called event listings.)


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Media Miser

A story that gives detailed information on an issue, a trend, a situation, an industry, a

company or organization, or a person. A feature often focuses on the human

element, and most are designed to enlighten, entertain, and/or educate. Feature

stories can be submitted to community newspapers and magazines (query first) on

paper or on disk. Camera-ready features can be created and sent to community

newspapers as well. Ideas for features can be pitched to various media.

Filler

A short piece of interesting but minor or untimely material that the print media can

use to either fill space or to provide community interest information.

Free speech message

The broadcast version of the guest editorial, these are opinions presented by an

individual or group on a topic of general public interest. They are taped at the radio

or TV station.

Guest editorial

An analysis of or commentary on news events or public concerns, written by

someone outside the publication whose credibility is based on his/her knowledge of

a particular subject and/or position in an organization.


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Letter to the editor

A letter written for and sent to a newspaper or magazine to - among other things -

present an organizations position, make a correction, or respond to another story or

letter.

News release

A news story written for and released to the news media, particularly newspaper.

News releases submitted to newspaper are written according to CP style guidelines.

When a news release is prepared for radio, it is written according to BN style

guidelines. A news release can be distributed on paper, on disk, by email, by a PR

newswire, or posted on a website. A news release has a flag with the word(s) News

or News Release in large type near the top of the page. When the information in a

release is community oriented, the flag can read Community News. Other

alternatives include Sports News, Business News, etc.

Promo

A broadcast announcement that promotes an upcoming program or activity on a

radio or TV station. If an organization is involved in a project with the stationas a

sponsor or a participanta promo may be done mentioning the organizations name

and/or address and/or slogan.


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Publicity prop

Inexpensive but interesting and relevant items sent with "soft" publicity materials to

attract media attention and, perhaps, serve as props for the visual media, particularly

television.

Publicity photographs

Photographs taken for publicity purposes and submitted with cutlines to the print

media. Photos may illustrate a news release, fact sheet or other publicity material.

Public service announcement (PSA)

A broadcast announcement, for which no charge is made, that promotes the

programs, activities, or services of governments (nonpartisan), non-profit

organizations, or other groups serving community interests. Information for PSAs

can be prepared in point form, as a script, or pre-recorded.

Radio program or feature

Taped news and public affairs features provided by an organization at no charge to

radio stations. Programs and features may be on such topics as consumer hints,

author interviews, and new product information.


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Reader tip sheets

Sheets that contain helpful tips on various subjects for media audiences. They are

designed to be used as is by the media.

Social media release (SMR)

An enhanced news release, the SMR follows the sample principles of

newsworthiness as the traditional news release, but its augmented by various bells

and whistles such as audio, video, social bookmarking links, photos, and RSS

feeds.

Video news release (VNR)

A videotaped news story produced by an organization and distributed to television

newsrooms.

VNRs are particularly useful at times of crisis or when an organization has

an angle based on unusualness or human


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Publicity Techniques:

Audio phone feed InterviewMedia availabilityMedia briefing Media centre or press room

Media drop

Media junketMedia participation Media preview or showingMedia tour News conferencePhoto opportunityProduct plug Publicity stuntRadio media tourSatellite media tour Talk show appearanceVisit to an editorial board


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Audio phone feed

Providing radio stations with a special number they can call to tape one or two minutes (or

less) of information you have recorded for continuous automatic sending. This provides

stations with actualities they can use.

Interview

An organizational spokesperson is interviewed by a reporter at the request of either the

organization or the reporter. A broadcast interview can be live or taped for presentation

later. An interview for the print media may be for the primary purpose of providing the

reporter with the information she/he needs to do a story on the organization or with facts,

quotes or other information for another story.

Media availability

Informing reporters that a spokesperson will be available for interviews on a specific

date(s) at a specific time or times at a specific location.

Media briefing

A session designed to provide background information or explanation rather than spot

news to interested media representatives who often are given background materials as

well.

Media centre or press room

A room designated exclusively for the use of reporters. Some institutions, such as the

White House, have year-round press rooms or centres. Other organizations set up centres


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on or off their own premises on as as-needed basis and for a limited time only. Along with

these physical rooms, Web media centres are becoming increasingly popular.

Media drop

This involves arranging to have a celebrity, spokesperson; mascot, etc. drop in on a radio

or TV station. It also refers to dropping off creative publicity props and other materials to

create buzz and hopefully earn an on-air mention.

Media junket

An all-expenses paid trip offered to reporters so they can witness an event, interview a

celebrity, or see a facility. Although not acceptable to straight news media, they are still

offered to and accepted by some travel, sports, and entertainment reporters. Reporters may

receive publicity materials such as bios, media kits, photos, etc., as well as freebies.

Media participation

Obtaining the support of a particular media outlet or outlets regarding an event or cause.

This could involve promos, prizes, ticket giveaways, or a range of celebrity activities.

Media tour

A client or an organization spokesperson is sent out to visit media outletsin town or out

of townfor interviews and appearances. Another kind of media tour involves travelling

to media outlets to brief key journalists.


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Media preview or showing

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

News conference

A media event organized by someone who wishes to make an announcement directly to

the news media. News conferences usually are called to provide reporters with details on

spot news. Media kits usually are given to reporters who attend the news conference.

Photo opportunity

Providing an opportunity for the media to obtain a photograph(s) or videotape footage of a

Newsworthy person/people and/or an interesting happening.

Product plug

An agreement between a producer and a company to use a product or service in exchange

for a product/service mention.

Publicity stunt

An interesting or unusual event created strictly as a publicity vehicle. It has sufficient

human interest or unusualness to make photo and/or story material newsworthy or

publication or broadcast.

Radio media tour (RMT)

A series of pre-planned telephone interviews between a spokesperson and a successive

group of radio stations.


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Satellite media tour (SMT)

A spokesperson in one location is interviewed via satellite by TV journalists elsewhere.

Talk show appearance placing your spokesperson on a talk show in electronic media where

he/she can speak with callers.

Visit to an editorial board

Meeting a newspapers or magazines editorial board to offer insight into organizational

policies and procedures or to present positions on current and important issues.

Representatives of large organizations are most apt to be invited to such a session.


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Pitching:

One key to successful placement rests in the ability of the practitioner to sell the

gatekeeper on the newsworthiness of the story. Pitching involves approaching an editor,

producer, news director, or reporter and trying to interest him or her in writing, covering,

or airing a possible story, covering an event, or doing an interview. The following

publicity tools all are used when pitching to the media.

Column note

A brief pitch to a columnist, providing him or her with a piece of information relevant to

her/his regular column.

Media advisory

A written notice sent to media providing information (who, what, when, where, and why)

on a news conference or other newsworthy but not necessarily immediate story or event

the sponsoring organization would like covered.

Media alert

A written notice sent to media providing information (who, what, when, where, and why)

on harder, more timely news. If alerts are used indiscriminately, the effect becomes muted.

Media contact list

A list of organizational experts, with the topics or subject matter on which they are

qualified. A contact list can be supplied to the media as paper copy, on disk, or on your

website.


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Pitch letter or memo

A one-page pitch in letter or memo format that sells the recipient on having a specific

person participate in a public affairs program or talk show, providing expert opinion for a

breaking story, or participating in a joint contest or other promotion. A TV memo is a type

of pitch memo designed specifically to sell TV gatekeepers on story ideas, while a query

letter is a type of pitch memo directed to editors of periodicals.

Query letter

A one-page pitch to a periodical that sells the recipient on a story idea, the person and

organization supplying that idea, and the relevance of the idea to the periodicals readers.

Story tip sheets

Pages that contain leads for stories that the reporter may want to develop and sources for

Him/her to contact.

TV memo

A written pitch to a television news director, assignment editor, or producer. It includes a

summary of the news content (including the five Ws), a list of photo opportunities, and a

list of possible interview subjects. A TV memo may be accompanied by a fact sheet,

backgrounder, bio, or other supplementary publicity material.


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Supplementary Tools:

BackgrounderBiography (Bio)B-rollElectronic media kit (EMK)Fact sheet GraphicsSidebarTaped actualitiesMedia kitPosition paper

Backgrounder

A document that contains background information on a person, organization, issue, etc. A

backgrounder provides more extensive information than is generally included in stand-

alone publicity materials such as news releases.

Electronic media kit (EMK)

A package for television that contains VNR and B-roll footage. Depending on how it is

delivered, it may include a copy of the script as well as supplementary publicity materials

such as backgrounders, fact sheets, etc.


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Fact sheet

A short document that provides information, usually in point form. It is used to support

other publicity materials such as news releases. Fact sheets provide details on an

organization or event.

B-roll

Supplementary or back-up video material that may accompany a VNR. B-roll generally

follows the primary material on the same cassette.

Biography (Bio)

A brief account of a persons life or a portion of that persons life. The document may also

be called a profile.

Graphics

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

illustrate a story.

Media kit

A package consisting of a news release and supporting documents that are usually bundled

together in a two-pocket folder with the release on the right and supporting documents on

the left.


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Position paper

A document stating the organizations position on some public issue. Position papers may

be distributed in response to media requests or inquiries, they may be included in media

kits, or they may be sent, with a covering letter, to all media interested in the

organizations position on a certain issue.

Sidebar

A sheet with information that offers more detail on the main news release. It could be a

brief human-interest story or information that includes graphics such as charts, graphs, etc.

Taped actualities

An audiotape that has an interview with or speech by a spokesperson. The broadcast media

can use excerpts as sound bites.


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PART-3

RESEARCH

METHODOLOGY


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OBJECTIVE OF THE STUDY

The main objective of the study was to identify the effectiveness of publicity and public

relation strategies of AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY. It covers following objectives

1. To know the perception about the sensitivity of AMBALIKA INSTITUTE OFMANAGEMENT & TECHONOLOGY towards public.

2. To investigate the effectiveness of AMBALIKA INSTITUTE OF MANAGEMENT& TECHONOLOGYs public relations.

3. To know the best mode to create awareness.4. To know the best publicity tool.5. To know the best public relation tool.6. To identify the reason behind selecting an institute for getting admission.


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SIGNIFICANCE OF THE STUDY

This study will help the organization to know the effectiveness of publicity and public

relation strategies adopted by AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY. It also helps in the improvement of organizations performance after

critical analysis. There are some following importances:

1. It will help to know the perception about the sensitivity of AMBALIKAINSTITUTE OF MANAGEMENT & TECHONOLOGY towards public.

2. It will help to investigate the effectiveness of AMBALIKA INSTITUTE OFMANAGEMENT & TECHONOLOGYs public relations.

3. It will help to know the best mode to create awareness.4. It will help to know the best publicity tool.5. It will help to know the best public relation tool.6.

It will help to identify the reason behind selecting an institute for getting

admission.

There are 2 relevant hypotheses

Null:Ambalika institute of management & technology has made good public relations & publicity

and this leads to increase in number of admissions.

Alternate:Ambalika institute of management & technology has not made good public relations

& publicity and this does not affect the number of admissions.


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RESEARCH:-

Research in common parlance refers to a search for knowledge. Once can also define

research as a scientific and systematic search for pertinent information on a specific topic.

Research is an original contribution to the existing stock of knowledge making for its

advancement. It is the pursuit of truth with the help of study, observation, comparison and

experiment.

RESEARCH METHODOLOGY:-

Research Methodology is a way to systematically solve the research problem. In research

Methodology we not only talk of the research methods but also consider the logic behind

the methods or technique and why we are not using others so that research result are

capable of being evaluated either by the research himself or by others.

RESEARCH DESIGN:-

A research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy inprocedure.

The main type of research design is;-

Exploratory Research Design Descriptive Research Design


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Exploratory Research Design:-

This type of research is also known as formulate research studies. The main purpose of

Such studies is that of formulating a problem for more precise investigation or of

developing the working hypotheses from an operational point of view.

Descriptive Research Design:-

Descriptive research studies are those studies which are concerned with describing the

characteristics of a particular individual, or a group, where as diagnostic research studies

determine the frequently with which something occurs or its association with something

else.

Research used:-

After analysing the research design we are used the both descriptive and exploratory

research design because it based on the real figure and fact and that research are also

helpful in the analysis of the data and selection is based on my convinces.

SAMPLING DESIGN:-

A sample design is a definite plan for obtaining a sample from given population. It refers

to the technique or the procedure the researcher would adopt in selecting items for the

Sample. Sample design which should be reliable and appropriate for his research study.


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TYPE OF SAMPLE DESIGN:-


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NON-PROBABILITY SAMPLING:-

Non-probability sampling is that sampling procedure which does not afford any basis for

estimating the probability that each item in the population has of being included in the

sample.

TYPES OF NON PROBABILITY SAMPLING:-

1. QUOTA SAMPLING2. JUDGEMENT SAMPLING3. CONVENINCE SAMPLING

PROBABILITY SAMPLING:-

Probability sampling is also known as random sampling or chance sampling. Under this

sample design, every item of the universe has an equal chance of inclusion in the sample.

TYPES OF PROBABILITY SAMPLING:-

SIMPLE RANDOM SAMPLING

SYSTEMATIC SAMPLING STRATIFIED SAMPLING CLUSTER SAMPLING


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SAMPLING USED IN THIS RESEARCH:-

The sampling used in this research process is Non probability sampling and convenience

Sampling. Because it is more convenient for me because the biasness is included and is

also helpful in analysis of the questionnaire.

SAMPLE SIZE

The sample size used in the research is the 100 respondent .Generally the respondent from

the Lucknow region.

SAMPLING AREA

The sampling areas are used in Lucknow. In the Lucknow we are used the different places

Like Gomti Nagar, Old lucknow, Hazratganj, Charbagh and Alambagh,etc.

SAMPLING FRAME

I fill up the questionnaire from the different respondents who meet me in the different

counselling centre like Goel Institute of technology and management, I.E.T College and

also in AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY. At those

places the students came for the counselling and give the answer according their

experience. Where I check their awareness about the college AMBALIKA INSTITUTE

OF MANAGEMENT & TECHONOLOGY and also checked the effectiveness of publicity

and public relations of AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY.


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METHODS OF DATA COLLECTION

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

resources.

TYPES OF DATA COLLECTION:-

There are two types of the data collection:

PRIMARY DATA SECONDARY DATA

PRIMARY DATA:-

Primary data are those data is collected in first time through the Observation, Interview,

and Questionnaires.

TYPES OFCOLLECTION OF PRIMARY DATA:-

Observation Method Interview Method Questionnaires MethodFor the purpose of data collection I have adopted open-ended and

structured questions in the questionnaire.


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SECONDARY DATA:-

Secondary Data means data that are already available i.e., they refer to the data which have

Already been collected and analysed by someone else.

COLLECTION OFSECONDARY DATA:-

Through internet Through newspaper Through magazine Through TV

THE DATA USED IN THE RESEARCH;-

In this research process we have use the both primary and secondary data. Because I used

the questionnaire method of the research and in the secondary data used the internet

Magazines, newspapers, TV etc.

PRIMARY DATA:-

In the primary data we have used the questionnaire method. Because it more convenient

for me and the analysis of the questionnaire is easy as compare to other.


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QUESTIONNAIRE METHOD:-

In this method a questionnaire is sent to the person concerned with a request to answer the

questions and return the questionnaire. A questionnaire consists of a number of questions

Printed or typed in a definite order on a form or set of forms. The respondents have to

answer the question on their own knowledge and belief.

MERITS:-

It is less costly It is free from the biasness Respondents have adequate time to give well thought out answer The result is more reliable and dependable

DEMERITS:-

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

SECONDARY DATA:-

In the secondary method of data collection we have collect the information through the

magazines, newspapers, internet, etc.

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


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PART-4DATA ANALYSIS

&

FINDINGS


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ANALYSIS OF COLLECTED DATA

1.

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

Table:-

NO OF RESPONDANT %OF RESPONDANT

YES 60 60%

NO 40 40%

INTERPRETATION:

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

0%

10%

20%

30%

40%

50%

60%

70%

YES NO

PERCENTAGE

PERCENTAGE

60%

40%


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2. How do you come to know about AMBALIKA INSTITUTE OFMANAGEMENT & TECHNOLOGY?

TABLE:

NO. Of respondents %age of respondents

Brochures 40 40

Insertions 20 20

News Letters 10 10

Magazines 10 10

Exhibitions 20 20

INTERPRETATION:

From the above chart 40% respondents say that they came to know about AMBALIKA

INSTITUTE OF MANAGEMENT & TECHONOLOGY by brochures.

0

5

10

15

20

25

30

35

40

45

brochures insertions newsletters magazines exhibitions

percentage

percentage


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

NO OF RESPONDANT % OF RESPONDANT

YES 65 65%

NO 35 35%

INTERPRETATION:

From above chart we can see that maximum respondent know about publicity

and public relations strategies.

0%

10%

20%

30%

40%

50%

60%

70%

YES NO

PERCENTAGE

PERCENTAGE


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4. Have you ever attended exhibitions organized by AMBALIKA Institute ofManagement& Technology?

Table:-


YES 40 40%

NO 60 60%

INTERPRETATION:

From the above chart we can say that maximum number of respondent(60%) does not

attend any exhibitions organized by AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY.

0%

10%

20%

30%

40%

50%

60%

70%

YES NO

PERCENTAGE

PERCENTAGE

40%

60%


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5. Have you ever read featured articles about AMBALIKA Institute ofManagement& Technology?

TABLE:-


YES 70 70%

NO 30 30%

INTERPRETATION:

After analysing the result we can say that maximum respondents (70%) had read the

featured articles about AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY.

70%

30%

YES

NO


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

TABLE:-

NO. of respondents %age of respondents

YES 35 35%

NO 65 65%

INTERPRETATION:

This chart defines maximum respondents (65%) does not attended the press conference of

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY.

35%

65%

YES

NO


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

TABLE:-


YES 65 65%

NO 35 35%

INTERPRETATION:

This chart shows maximum respondents (65%) are satisfied with the public relations

strategies of AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY and

they think AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY is

sensitive to its public.

65%

35%

0% 10% 20% 30% 40% 50% 60% 70%

YES

NO

PERCENTAGE


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

Table:-


YES 68 68%

NO 32 32%

INTERPRETATION:

This chart shows that maximum number of respondents think that AMBALIKA

INSTITUTE OF MANAGEMENT & TECHNOLOGY has developed effective public

relation

68%

32%

YES

NO


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

Table:-


NEWS RELEASE 30 30%

FEATURED ARTICLES 50 50%

PRESS CONFERENCES 20 20%

INTERPRETATION:

This pie chart stated that the maximum respondents (50%) thinks that featured articles

provides more information to them.

30%

50%

20%

PERCENTAGE

NEWS RELEASE

FEATURED ARTICLES

PRESS CONFERENCES


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

TABLE:

No. Of Respondents %age Of Respondents

Speech & Interview 5 5%

Brochures 10 10%

Insertions 10 10%

Newsletters 5 5%

Magazines 10 10%

Exhibitions 10 10%

Endorsement 30 30%

Internet 10 10%

Displays 10 10%


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INTERPRETATION:

The pie chart shows that maximum no. of respondents got information about AMBALIKAINSTITUTE OF MANAGEMENT & TECHONOLOGY through Endorsement and thinks

it is the best public relation tool for them.

5%10%

10%

5%

10%

10%

30%

10%

10%

PERCENTAGE

Speech & Interview

Brochures

Insertions

Newsletters

Magazines

Exhibitions

Endorsement

Internet

Displays


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

Table:-


Infrastructure 30 30%

Previous Results 21 21%

Placement 40 40%

Recommendations 09 09%

INTERPRETATION:

This chart define maximum respondents are satisfied with the placements of students at

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY and it influencethem to join AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY.

30%

21%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Percentage

PERCENTAGE

40%

09%


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CONCLUSION

AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY has

adopted a very germinant public relation strategy which has resulted in a building

a good network but I would like to advice that AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY should stretch her thinks to work more

areas and think beyond U.P because it is capable of doing such thinks because of

available resources.

During the survey I found that the word of mouth & electronic media are more

efficien

Documents

Ritesh Report (Autosaved) 2nd Part