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Unit 2.a: Understanding
Public Relations
Fundamentals of Public Relations:
» Introduction and Meaning, » Essentials of Public Relations, » Objectives of Public Relations, » Scope of Public Relations, » Significance of Public Relations in
Business
Introduction and Meaning
DefinitionsDevelopment and
maintenance of good relationships
with different publics
Definition – UK Institute of PR
The planned and sustained effort to establish and
maintain goodwill and mutual understanding between an
organisation and its publics.
Definition – World Assembly of PR Associations
PR Practice is the art and science of 1. analysing trends, 2. predicting their consequences, 3. counselling organisation leaders and 4. implementing planned programs of
action serving both organisation’s & public’s interest
Functions» Bridge between management and publics
» Media » Employees » Government » Investors » Customers » Community (CSR) » Other publics
» Positive Image building » Crisis planning and management » Feedback » Better profits
Image buildingGoal achievementEvent planning and managementCrisis planning and managementCSRFeedback
Tools of Public Relations
• Organisational Media • Interpersonal communication • News media • Advertising and promotional
media
Organisational media toolsGeneral Publications • Serial publications • Stand alone publications • Progress report • User manual Direct mail • Memo • Letter • Invitation • Catalog Miscellaneous Print Media
• Poster, • window display, • bulletin board, • suggestion box, • business card
Serial publications (Newsletter, bulettin)Stand alone publications (Brochure, flyers, booklet folder, pamphlet etc.) Progress report (annual, quarterly, research report)User manual Direct mail
MemoLetter
appeal letter, Marketing Letter
InvitationCatalog
retail, full line, B2B
Miscellaneous Print Media Poster, window display, bulletin board, suggestion box, business card
Organisational media toolsAudio Media • Telephone • Recorded Information • Voice mail • Toll free line • Dial a message • Demo CD Visual Media • Demo Video • Videoconference • Teleconference • Corporate video • Slide show
Digital media • Presentations • E- mail • Newsgroups • Websites • Webcasts • Podcasts • Touchscreen kiosks • Web TV • Web Radio
Audio Media TelephoneRecorded InformationVoice mailToll free lineDial a messageDemo CD
Visual Media Demo VideoVideoconferenceTeleconferenceCorporate videoSlide show
Digital media PresentationsE- mailNewsgroupsWebsitesWebcastsPodcastsTouchscreen kiosksWeb TVWeb Radio
Interpersonal communication
Organisational- site involvement
• Plant tour • Open house • Test drive • Trial membership • Free training • Sneak preview • Premiere performance
Personal involvement
Audience - site involvement
• Door to door canvassing • In home demonstration • Free class
Interpersonal communicationInformation exchange • Formal/Educational Gathering
• convention, • convocation, • conclave, • conference, • seminar, • workshop, • Panel discussion • debates etc.
• Exhibition • Trade shows
• Meeting • AGM, stockholders
meeting, community meetings
• Demonstrations • Rallies, March, Picket
boycott • Speech
• orientation,Question answer session keynote lecture, guest lecture, etc.
Information exchange Formal/Educational Gathering
convention, convocation, conclave, conference, seminar, workshop, Panel discussion debates etc.
Exhibition Trade showsMeeting
AGM, stockholders meeting, community meetings
DemonstrationsRallies, March, Picketboycott
Speech orientation,Question answer sessionkeynote lecturesermon guest lecture, address, etc.
Sponsored/Special events• Civic events
• Fair, • festival, • carnival, • circus, • parades • theme events
• Sports and games • Marathons, • runs, • matches, • sports meet • Tournaments • Outdoor spectator event • Field day etc.
• Contests • Science fairs, • spelling bees, • Beauty pageants, • talent hunt, etc.
• Holiday Event • Civic • Cultural • Religious
• Progress oriented event • dedication, • Groundbreaking • ribbon cutting • grand opening, • launching, • foundation stone laying ceremony
etc.
Civic events Fair, festival, carnival, circus, paradestheme eventsSports and games Marathons, runs, matches, sports meet TournamentsOutdoor spectator eventField day etc.Contests Science fairs, spelling bees, Beauty pageants, talent hunt, etc. Holiday Event Civic CulturalReligious Progress oriented event dedication,Groundbreaking ribbon cuttinggrand opening,
Sponsored/Special events• Historic
commemoration • Founder’s day, • anniversary, • centenary
• Social events • Luncheons, • dinner • reception • award ceremonies • Recognition • banquets, • gala parties, • fashion shows etc.
• Artistic events • Concerts, • Musical tours, • recital, • play, • film festivals, • art shows, • Photo exhibit, • dance shows etc.
• Fundraising events • fundraiser dinners, • auction, • treasure hunt, • donor felicitations etc.
• Sponsored events
Historic commemoration Founder’s day, anniversary, centenary
Social events Luncheons, dinnerreceptionaward ceremoniesRecognitionbanquets, gala parties, fashion shows etc.
Artistic events Concerts, Musical tours, recital, play, film festivals, art shows, Photo exhibit, dance shows etc.
Fundraising events fundraiser dinners, auction, treasure hunt, donor felicitations etc.
Sponsored events
News mediaOpinion Material • Letter to the editor • Guest editorial • Op-ed pieces Interactive News
opportunities • Interviews • Conferences Direct news material • Press releases • Features • Audio/ Video news
release • Media Kits
Direct news material Fact sheetsEvent listingsInterview noticesPress releasesFeatures biography, history, information piece etc.Audio news releaseVideo news releasePhotos and captionsMedia Kits
Opinion Material Letter to the editor Guest editorialOp-ed piecesWhite paperbackgroundernumbered listproblem solution
Interactive News opportunities Studio interviewsConferences
Advertising and promotional Media
Print Media • Magazine
advertising • Centre spread, • advertorial, • breakout ads
• Newspaper advertising • Display • classifieds
• Directory advertising
Print Media Magazine advertising
Centre spread, advertorial, breakout ads
Newspaper advertisingDisplay classifieds
Directory advertising
Advertising and promotional Media
Electronic media • Television commercials • Radio commercial • Cable TV commercials
Digital media • online advertising
• SEO Marketing • Social media • Web advertising
Electronic media Television commercials
spots, infommercials,ribbon ads
Radio commercial spots, guest on shows, awareness campaigns
Cable TV commercials spots, infommercials,cable crawl
Digital media Computer advertising E-zine, electronic catalogue online advertising SEO MarketingSocial media Web advertisingWeb bannerscontextual adpop up/underwallpaper etc.
Advertising and promotional MediaOut of home advertising • Posters
• Billboards • hoardings • wall mural • Arena poster
• Signs • Neons • Digital
• Out of home video • Supermarket advertising • Supermarket display
Advertising and promotional tacticsOut of home advertising • Transit advertising
• bus signs, • car cards, • posters in airports,
train stations, bus stops
• mobile billboards • Diorama
• Aerial advertising • banners, • skywriting • Blimp
Inflatables
Advertising and promotional tactics
Promotional Items • Clothing • Costumes • Office accessory • Home accessory Ambient
advertising
Essentials of Public Relations
Reach out
Persuade
Move To Action
Visibility
Validity
Empathy
Dialogue
Truth
Relationship building
OBJECTIVES GOALS
The PR transfer process
• Hostility sympathy • Prejudice acceptance • Apathy interest • Ignorance knowledge • Negative emotions positive emotions
Objectives of Public Relations
1. Better relations
• Two way communication with • Employees • Customers • Investors • Community • Government • Media • Competitors • Other key publics and stakeholders
To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.
2. Two way communication• Information, opinions, and interpretations about
• Products • Policies and actions • CSR • Future plans • Achievements • Crisis • Conflict of interest • Any relevant information/ knowledge • Discourage miscommunication
To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.
3. Understand, influence & persuade
• Create public opinion.
• Publicity
• Propaganda
• Advertisements
• Internal communications
• CSR activities
To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.
4. Change in attitude• Collecting and analysing information about key publics and
stakeholders on • changing knowledge • opinions • behaviours
• Bring about attitude change • Motivation • Cooperation • Job satisfaction
• Build positive image • Fulfil the objectives. • Win the publics.
To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.
5. Feedback
• Advice management • Free exchange of ideas • Suggestions and complaints • Vertical and horizontal communication • Provide necessary feedback • Coordination between stakeholders and organisation • Mutual understandings and good relations.
To build up mutual understandings and good relations. To inform the public through different media. How to employ the objectives. To create a public opinion. To win the publics. To build up a good image of organization.
Scope of PR‘The extent that something deals with or to which it is relevant’
Scope of PR in different organisations
• Corporate sectors • Financial institutions • Political parties • Healthcare sectors • Labour and Trade unions • Educational Institutions • Hospitality sector • Religious institutions • Travel and tourism • State and country
Scope of PR in different organisations• Charitable organisations • NGOs, or nonprofit organisations • Government and non government business
corporations – Industries or Manufacturing units – Service providers
• Professional Associations which create a favourable environment for an industry or a cause
• Celebrities
Significance of Public Relations in Business
PR as a communication function
» The organisation or initiator (e.g., a business corporation or trade association );
» The communicator (e.g., media person or a public relations agency);
» The message (e.g., a press release or a lecture); » The medium (which may be a newspaper or radio or
television or a book or letter); » Finally the addressee (e.g., the newspaper reader or the
owner of a telephone or teleprinter or the viewer of a television set.
The essential basis of all public relations work is the communication process. This takes place between four or five factors:
PR as a Management function• It is a social management
philosophy • It is an expression of this
philosophy in policy decisions
• It is action resulting from these policies
• Communicating these actions to the public and getting their feedback.
Significance of PR» Complex industry structure » Communication revolution » Increased competition » Employee relations » Increased consumer awareness » Increase in transparency » Increased social awareness » Political interference » Globalisation
Types of publicsInternal or external Primary or secondary Traditional and future Proponents, opponents and uncommitted
Marston’s four-step “RACE” model describes the PR process:
R = Research A = Action
C = Communication E = Evaluation
Identify Key Communication Groups (KCG)
Measure Images /Attitudes towards the Organisation
Establish Image / Attitude Goals for KCG
Develop Cost-effective Public Relations Tools
Prepare Anticipated Crisis Situations
Select Communication Media and Modes
Implement Plan of Action
Evaluate Measure Results with Benchmarks
PR Plan - Steps
Understand the marketplace
and customer wants and needs
Build long lasting And Profitable
Customer relationships
Deliver superior Value and customer
service
Develop and execute An integrated
marketing programme
Develop a customer Driven market
strategy
Advertising vs. Public Relations
❶ ❷ ❸ ❹ ❺ ❻ ❼ ❽ ❾ ❿
Paid Space Content Control
Limited Exposure Less Credibility
Scope for Creativity Agency/Media Sales
Target consumers Limited Contact
Direct Sales Pitch Dependent on PR
Free Publicity No Control Continuous effort More Credibility Nose for News (buzz) Media Relations Target Publics Unlimited Contact Third Party Opinion Self Willed
Thank you