PUBLIC RELATION MANAGEMENT

AABI

AUSPICIOUS BANK OF INDIA

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ORGANISATION STRUCTURE OF PUBLIC RELATION

DETAILS OF THE PROJECT PRESENTER

NAME - MASTER. ROHAN W. MOHITE

CLASS/ DIV. - S.Y.B.M.S. / B

YEAR - 2012 - 13

ROLL NO. - 87

SEMESTER - IV

TOPIC - ORGANISATION

STRUCTURE OF

PUBLIC RELATION

PROJECT GUIDE - PROF.JHARNA TOLANI.

SUBJECT - PUBLIC RELATION

MANAGEMENT

COLLEGE - K.G. JOSHI COLLEGE OF

ARTS &

N.G. BEDEKAR COLLEGE OF

COMMERCE.

ACKNOWLEDGEMENT

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ORGANISATION STRUCTURE OF PUBLIC RELATION

This project “ORGANISATION STRUCTURE OF PUBLIC RELATION” is a result of co-operation, hard work and good wishes of many people. I would like to thank our project guide Prof. JHARNA TOLANI for her involvement in the project work and timely assessment that provided me inspiration and valued guidance throughout my study.

I am highly indebted to Dr. Mrs. Shakuntala A. Singh, Principal K.G. Joshi College of Arts & N.G. Bedekar College of Commerce, for giving us an opportunity to do a project. I would like to thank Prof. Mr.D.M. Murdeshwar , course co-ordinator, for his friendly guidance and constant encouragement.

I would like to express gratitude towards my parents, teachers of K.G. Joshi College of Arts & N.G. Bedekar College of Commerce, the library staff and college friends whose co-operation, encouragement and efforts have helped me in giving the final shape and structure to the project.

My thanks and appreciations also go to my college mates and to all those people who have willingly helped me out with their abilities.

INDEX

Sr. No.

CONTENTS PAGE No.

REMARKS

1. PUBLIC RELATION 4

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ORGANISATION STRUCTURE OF PUBLIC RELATION

INTRODUCTION2. PROFILE OF THE

COMPANY ABI5

3. ORGANISATION STRUCTURE OF PR

7-14

3.a) PUBLICITY 7 b) EMPLOYEE JOB

PROFILES 8-9

c) RECRUITMENT, SELECTION AND TRAINING OF EMPLOYEES

10-13

d) TOOLS USED BY PR DEPARTMENT

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4. CONCLUSION 155. WEBLIOGRAPHY 16

PUBLIC RELATION

INTRODUCTION

HISTORY-

Public Relations has been with us for thousands of years. Public Relations became a profession in 1903 as Ivy Lee undertook to advise John D. Rockefeller on how to conduct his public relations. Rockefeller owned coal mines and the Pennsylvania Railroad. Miners were on strike and the railroad hushed up the facts

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ORGANISATION STRUCTURE OF PUBLIC RELATION

when its trains were involved with accidents. Lee advised Rockefeller to visit the coal mines and talk to the miners. Rockefeller spent time listening to the complaints of the miners, improved their conditions, danced with their wives, andbecame a hero to the miners. Here evolved the concept of Public Relation indirectly.

MEANING-

Public is a group of similar Individuals, an assortment of persons having the same interests, problems, circumstances & goals. They vary in their forms & sizes they have a multitude of wants & desires. Each group has its own likes & dislikes.  Group can be classified as:-  Employees form a group/public, employers form another group, etc.  Other members of the public can be dealers, wholesalers, investors, etc.

Relation is the outcome of mutual understanding derived from the process of sharing of  common interest. It exists in humans because human wants. It affects their relationship.

The above two concepts –Public and Relation, by integrating them both, we get the concept of ‘PUBLIC RELATION .’

Definition of PUBLIC RELATION-

“Public Relation is an attempt by information, persuasion and adjustment to engineer public support for an activity, cause, movement or institution.’’ - Edward L. Bernays.

COMPANY PROFILE

LEGAL NAME - A ABI

AUSPICIOUS BANK OF INDIA

INCORPORATION DATE – 02/04/1981

LEGAL CORPORATE

OFFICE IN INDIA - ABI BUILDING, NAGPADA, MUMBAI

CENTRAL, MUMBAI- 400 008.

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ORGANISATION STRUCTURE OF PUBLIC RELATION

MAHARASHTRA.

LEGAL FORM – PUBLIC LIMITED COMPANY

STATUS – LISTED & OPERATIONAL

ON BSE: 500087 NSE: ABI BSE SENSEX Constituent

BUSINESS OPERATION – Banking, Financial services

AREA SERVED - Worldwide

(Figures of 2012)

REVENUE - US $ 20.950 billion

PROFIT - US $ 2.540 billion

TOTAL ASSETS - US $ 350.257 billion

TOTAL EQUITY - US $ 13.540 billion

EMPLOYEES - 1,62,512

KEY PEOPLE - Mr. SUDHIR WAGH.

LOGO - THE ‘A’ REPRESENTS THE NAME AND

THE NAME REPRESENTS IT’S PURITY.

SLOGAN - ‘A PURE PERSON TO DEAL WITH’

BOARD OF DIRECTORS - As on 14 January, 2013, there are fifteen members in the ABI board of directors. The complete list of the Board members is as under:-

1. SUDHIR WAGH (Chairman)2. SUNIL G. KUMAR (Managing Director)3. RANI Gupta (Managing Director)4. Krishna SANGTI (Managing Director)5. S. Visvanathan (Managing Director)6. RAVI DESHMUKH (Director)7. ASHOK BALGAR (Director)

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ORGANISATION STRUCTURE OF PUBLIC RELATION

8. VISHAL KHEDKAR (Director)9. SHRADDHA SATHE (Director)10.RAVIKANT GAIKAR (Officer Employee Director)11.SANEETH KUMAR (Director)12.Bhushan Mohapatra (Workmen Employee Director)13.VEER GADA (Director)14.GULABCHAND RAI (Director)15.S.K. Mittal (Director)

AUSPICIOUS Bank of India (ABI) is a banking and financial services company based in India. It is a state-owned corporation with its headquarters in Mumbai, Maharashtra. As of March 2012, it had assets of US$350.257 billion and 10,119 branches, including 102 foreign offices in 22 countries across the globe making it the 5th largest banking and financial services company in India and 385th in the world by Fortune Global 500 rankings of the world's biggest corporations for the year 2012. ABI provides a range of banking products through its network of branches in India and overseas, including products aimed at non-resident Indians (NRIs). ABI has 14 regional hubs and 57 Zonal Offices that are located at important cities throughout the country.

ORGANISATION STRUCTURE OF PUBLIC RELATION DEPARTMENT OF ABI

I) PR DEPARTMENT -

The PR department of ABI bank is a well managed group of people, a group of experienced, knowledgeable, expertise, relation maintaining people with people. The PR department of ABI works for a cause. It is a well co-ordinated group offering a profitable service for ABI. ABI’s PR consistently updates the needs of this changing world and thereafter makes ABI adopt the suggestions given by them.

PUBLICITY1. Offering incentives-

A policy to reward those who send you business by offering a bit of money to existing clients, vendors and employees. Chances are, the people you enjoy working with are connected to others whom you would also enjoy working with. If you have a policy like this already, consider running a giveaway for most leads in a quarter.

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ORGANISATION STRUCTURE OF PUBLIC RELATION

2. Has developed strategic partnerships-

A network with other agencies or entrepreneurs that work with similar clients but don’t offer public relations as a service. Agree to recommend only the other agency or professional to clients that are a fit and vice versa. You can have several different partnerships like this depending on client size, vertical, location or budget.

3. Creating a client prospect wall-

Sometimes it helps to keep opportunities top of mind. At Red Door, we have a wall of logos in one of our conference rooms. Some are of existing clients and others are those we have identified as a good fit based on a variety of factors. This wall serves a few different purposes. Just seeing those logos day in and day out keeps them top of mind for employees (we do offer a new client bonus program as well). When partners or prospective clients come in for a meeting, they get a clear picture of our current list as well as a clear understanding of the type of clients we are looking for. Finally, it sparks conversations and connections around the brands, which can also open up inroads at a particular company. You never know has an uncle working at the company you have had your eye on, after all.

4. Marketing materials are updated-

Having you updated your company mission statement, your about page, your case studies or your logo. Does your website look more 2003 than 2013? It can be easy to forget out own websites and marketing when we are busy making everyone else look great.

5. Passing the information through friends-

Sending them know you are on the hunt for new clients. Add in a short elevator pitch they can use if they come across someone that fits your client profile.

6. Has a referral group- Essentially, it’s a group of professionals who agree to refer each other business and it can be an option for building relationships and expanding your network.II)Employees working in PR department in ABI –

CHIEF OF PUBLIC RELATION IN ABI - The chief is Mr. Harshad Mehta. An MBA from IIM, Delhi and he also holds an Advanced Management Program (AMP) from Harvard Business School, USA. In his role, he provides ABI a strategic direction and leads the team towards achieving rapid growth and profitability. His functions include-

CHIEF

CORPORATE PR MANAGER

PRINT PUBLICATION PR MANAGER

MEDIA RELATION PR MANAGER

PHOTOGRAPHY UNIT PR MANAGER

GOVERNMENT RELATION PR MANAGER

COMMUNITY RELATION PR MANAGER

DEPUTY CHIEF

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ORGANISATION STRUCTURE OF PUBLIC RELATION

1. Planning for a better future of company and planning to build relations with people.2. Organising work for whole staff of PR and other activities as per planning.3. Staffing in the means of promotion, rewarding, educating and motivating the

Employees.4. Directing the employees by leading them on a proper way by motivating them and

communicating with them about their needs, problems, suggestions, sometimes going with their personal.

5. Having a strong Co-ordination with the employees as well as the regular customers.6. Controlling all activities related to PR, which include finding out deviations if any,

correcting the; reporting/ communicating to other fields than PR; etc.

DEPUTY CHIEF OF PR IN ABI- The Deputy Chief is Mr. Arun Gada. He is an MBA from IIM, Mumbai and has completed various courses. He co-ordinates with the chief and in absence of the chief he becomes the acting chief of PR of ABI Bank.

Corporate PR manager- The corporate PR manager is Mr. Parag Jain. He manages the PR in the corporate i.e. building relations with the employees of the corporate.

Print Publication PR manager - The print publication PR manager is Mr. Amod Kulkarni. The job is related to printing, publication of company’s reports as per their research, the relation to his advertising, publicity i.e. promotional tools. His functions include- assisting Public Relations Manager and other staff in coordinating District print, broadcast and new media advertising campaigns, class schedules, college catalogs, printed programs and brochures; assisting with writing and distributing news releases announcing important college information and events, updates and maintains District’s online calendar of events; coordinating media buys and reserves advertising space with appropriate media outlets; creates and maintaining integrated campaign spec sheets and determines production deadlines; proofs print and broadcast copy for grammatical and typographical errors, etc.

Media relation PR manager - The Media Relation PR manager is Mr. Subodh Karve. The job is similar to print publication PR manager. He tries to maintain relation of the company with the public, as in and through various media. He arranges the media contents, the company’s information and other things.

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ORGANISATION STRUCTURE OF PUBLIC RELATION

Photography PR Manager – This unit is undertaken by a separate firm of Photography, but the management is done by the Deputy Chief of our PR. He is entrusted the responsibility to inspect/ oversee contents related to photography.

Government Relation PR Manager- The government relation PR manager is Mr. Dayanand Rao. His job is - 1.to have regular meetings & contact with government officials.

2. to submit all the documents required after & before incorporation of the company.3. to take approval from government officials for advertisement & publications.4. to keep close watch on government policies &n changes taking place in policies.

Community Relation PR Manager - The community relation PR manager is Mr. Swati Nayak. She is appointed, as a woman to understand the community well. She has been an expertise in maintaining relations with the rural and urban market. Her job is to be in the community of people. The job work includes reaching and getting(understanding) the people by

1. social networking sites/media,2. newspapers by having a topic related to the company,3. getting in the unnoticed/ unobserved areas, getting in information,4. Organizing events, school/college festival sponsoring, and other community

programmes, etc.

III) RECRUITMENT, SELECTION AND …………….TRAINING OF EMPLOYEES

Methods of Recruitment of employees- The ABI recruits and selects employees having the capability of working as its employee. ABI’s PR department has a management as above, now they have their subordinates and other helpers. For this they need to have team of persons. This persons are recruited as follows, by possible means as follows-

1. Print Advertising - This method is carried out by job offers published in newspapers, magazines of Business standards, pamphlets, etc. The advertisement contains job description, the functions and specific responsibilities of the job; the qualifications, qualities required, experience requirements; work schedule along with company profile.

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ORGANISATION STRUCTURE OF PUBLIC RELATION

2. Online Advertising - This method is carried out by job offers posted on busy user sites like Google, yahoo, etc.; or on social networking media like FB, Twitter, etc.; or special employment sites like monster.com,timesjobs.com; etc.; or by making an E-mail to the employee directly through obtained information.

3. Internal Recruitment - Internal recruitment is a process of recruiting people internally within the Organisation. The employees may be - present permanent employees (based on programs of career development), present temporary / casual employees, retired employees, dependents of deceased disabled, retired and present employees. Through- Intranets, staff notice, boards, In-house magazines / newsletters, Internal notices, meetings, Personal recommendation – often referred to as ‘word of mouth’.

4. Campus Recruitment - In this method, the HR firm visits a college/ university and interview students who are passing out of the university exam, related to PR and other management activities. They interview the students as to understand them and check whether they and company are suitable for each other to work with.

Methods of Selection of Employees

After the calling/Recruitment process, it is not that all persons called are fixed for employment. Inspection is to be done of those persons for the company to get a proper person for a proper job. This inspection is termed as Selection after passing out in the inspection process. The Selection methods are as follows-

1. Aptitude Test - This is the first stage we can say, where persons have to answer a set of questions as a method of checking the knowledge they possess. In this test they are asked about them, management questions, mathematics, general knowledge & other information.

2. Personal interview - This is the important stage, we can say. In this a panel/ group of experts sit around a table and interview the person. In this

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ORGANISATION STRUCTURE OF PUBLIC RELATION

Interview they are been asked as per the mind of interviewer. Common questions include- Tell about yourself?, knowledge test, general knowledge, interests, etc. This enable them to judge the person by judging their knowledge, skills, performance which they will give, attitude and many more things about them. This is possible because the experts are expertise, experienced, knowledgeable persons interviewing able to understand people.

3. Medical Tests- The medical tests are conducted before selection of an employee, with respect to check whether the person is fit to work as an employee of the company and second if the employee despite of his excellent interview skills, he is proved to be unfit he is rejected, as the person may prove financial loss to the company if he falls ill or something.

Methods of Training after Selection of Employees for the Job

After selection, the persons become Employees of the company. It is a fact that a new person in the field as employee cannot have practical knowledge and an experienced joining this new Organisation may not know the methods of this Organisation. So the following methods of training for them

A) Internal Methods-

1. Understudy -

In this method, the new employee receives training from hi/her superiors as understudy. The employee gets experience from the superior. The superior is trained as to train the new employee as

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ORGANISATION STRUCTURE OF PUBLIC RELATION

subordinate with the practice and problems that confront Public Relation manager in day to day administration.

2. Job Rotation-

In this method, the new employee after a period of months is shifted to a new job. This is in order to provide diversified training to them as to give them knowledge and experience both of whole working in the firm.

3. Selective Reading – The ABI has a special facility of a Library containing books of topics related to PR. This helps the employees to solve any doubts theoretically and thus increasing the productivity of ABI.

B) Off the Job Method of Training-

1.Special Courses-

This courses refer to courses of computer (special PR softwares), PR training, etc.

2.Conferences-

Conferences do occur, but this are different from others as in this the employees share their experienced information, observation, ideas, etc. in a discussion.

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ORGANISATION STRUCTURE OF PUBLIC RELATION

3.Sensitivity Training-

In this, the employees are made understood as how groups work and their discoveries and effect of behaviour.

4.Management Games-

Games are a thing, which energize you, make you fresh and happy and rejuvenate you. During any training programmes, it should not happen that the training is interrupted or obstructed because of boring training. So Management games are involved or carried out to train employees. In this employees are given the task of making decisions on an interesting topic, which is judged by the superiors as to correct them or popularize it.

TOOLS USED BY PUBLIC RELATION DEPARTMENT

1) Press Release- The PR of ABI studies and analyses the bank’s IPO, stock listings, etc. and utilizes it for its functions. It also uses at the time of launching any new scheme and to inform about the policies, programs and activities to the press so that it can be publicized.

2) Interview and meetings with journalists - The PR interview journalists and meet them to obtain the current on-site market knowledge. They have contacts with them for information they posses.

3) Posters and Calendars, Diaries of the company -

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ORGANISATION STRUCTURE OF PUBLIC RELATION

The PR rather from social media, tries to popularize its bank and its schemes by distributing free calendars, Diaries to its customers and other persons and pasting posters in a busy areas containing promotion of ABI BANK.

4) Conferences, Exhibitions and Seminars – Organisation of Conferences and Seminars are done to solve issues and promote the not promoted. It helps to clear the doubts of the people.

5) Updating Website and Corporate Advertising - The PR is given the responsibility to update and redesign the website as per technology and services offered. It creates a good impression in customer’s mind. Corporate advertising is done to promote its product and services.

6) Sponsorship - This is the most effective tool, through which the Bank comes in customer‘s mind i.e. by participating in the events organized by the people, or a donation to a needful society. The Bank’s biggest sponsorship is to the “SAVE THE GIRL CHILD” and helping in organising its activities.

CONCLUSION

This Project on “ORGANISATION STRUCTURE OF PUBLIC RELATION” focuses on the well-planned, structured working of a PUBLIC RELATION department. This project deals with PUBLIC RELATION, as to how a BANK or COMPANY should maintain PUBLIC RELATION. The project showcases on how a firm Publicize its contents; how a PUBLIC RELATION should be formed with suggestions of methods of recruitment, selection and

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ORGANISATION STRUCTURE OF PUBLIC RELATION

training of employees. Today is the age of competition and to remain firm in the competition depends on how efficiently the Organisation manages its PR & projects the company's image. The project wholly tells one important thing is the PUBLIC RELATION. Today public relation is a necessary tool to know/understand people, to meet their needs i.e. to innovate ideas and implement functions and policies that the public want; by their process of work and their research. The PR has also the responsibility of convincing the public most the times due to the firm’s innovative ideas or schemes for the public which the public is new.

Today the PR concept has become necessary or ……. Pervasive. Any Organisation, company or any firm, be it ……..government Organisation, everybody need to adopt ……..PUBLIC RELATION.

WEBLIOGRAPHY

1) www.amazon.com 2) www.businessdictionary.com 3) www.wikipedia.org 4) www.linedin.com