2016

PUBLIC RELATIONS

SUBMITTED BY: S.M AHSAN

HUSSAM
SUBMITTED TO: SIR NOOR
ELLAHI
STUDENT ID: 5512
ORGANIZATIONAL BEHAVIOR
Page 0
7/31/2016

Contents

MEANING AND INTRODUCTION........................................................................................ 1

WHAT IS PUBLIC?............................................................................................................. 1
Relations:-........................................................................................................................ 1
PR generally is practiced through:-..................................................................................1
DEFINITIONS OF PR BY SOME RENOWNED PEOPLE:.........................................................2
HISTORY OF PUBLIC RELATION:-...................................................................................... 2
ELEMENTS OF PUBLIC RELATIONS:-................................................................................. 2
OBJECTIVES OF PUBLIC RELATIONS.................................................................................3
THE IMPORTANCE OF PUBLIC RELATIONS.........................................................................4
PUBLIC RELATIONS IN TODAYS ASPECT..........................................................................4
FUNCTIONS OF PUBLIC RELATIONS..................................................................................4
PUBLIC RELATIONS EXPERT- SOCIOLOGY AND PSYCHOLOGY POINT OF VIEW:..................6
VARIOUS PUBLICS FOR PUBLIC RELATIONS......................................................................7
ESSENTIAL QUALITIES OF GOOD PUBLIC RELATIONS.......................................................9
NEED FOR PUBLIC RELATIONS....................................................................................... 10
PUBLIC RELATIONS TOOLS:............................................................................................ 11
MEDIUMS OF PUBLIC RELATIONS................................................................................... 13
PLANNING PROCESS OF PUBLIC RELATION....................................................................15
CONCLUSION................................................................................................................. 16

Page 1

MEANING AND INTRODUCTION

Public Relations, commonly called as PR is an activity aimed at increasing common &
understanding between an organization or individual & one or more groups called
Publics.

WHAT IS PUBLIC?
Public is a group of similar ideas, 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. Each of these
group is a public & everyone tries to attract a district audience with its varied tools &
techniques. A public may also be made up of a no. of individuals who are unorganized
& hard to identify but who for widely varied reasons have a common interest in the
matter at issue.
Today, however, when modern means of common make vast number of people aware
of controversial issues & common interests, publics tend to be large & impersonal.
These publics involve people who are not known to each other & are widely distributed
over the country, or even among a number of countries. The members of such public
rarely meet each other face to face or have much direct communication.

The

impersonal but powerful publics are numerous in todays high complex society.

Relations:It is the outcome of mutual understanding derived from the process of sharing of
common interest where as relationship is the definite type of relation or interaction
taking place between two individuals, group or departments. To understand any
relationship, therefore it is necessary that one understands the wants of those
involved.
The term PR is also applied to the profession responsible for handling such
assignments. Corporations, govt. agencies, politicians & entertainers are among these
who use public relations.

Their publics vary from employees & shareholders to an

entire community or members of the news media. The communication between an

organization & its public ranges a simple news release to a sophisticated campaign
featuring films, ads speeches & television appearances. Such communication is aimed
at gaining the goodwill of the public. The basis of any effective PR campaign is public
benefit.

If an organization does not serve the needs of public, the public will not

support it. PR experts help an organization learn what the public wants & then establish
policies that reflect concern for publics interests.
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PR generally is practiced through:Corporate PR dept:- In a corporate department, specialists handle corporate PR

activities for only that company.
PR Agencies:- In agencies specialists carry out PR activities for several companies
Public Information Departments:- Non-profit organizations like colleges and
Government agencies have public information departments that work to strengthen the
image of the organization.

DEFINITIONS

OF

PR

BY

SOME

RENOWNED

PEOPLE:
Frank Jefkins: Public Relations mean what it says- relations with the public.
practically a self-defining term.

It aims to create and maintain confidence.

It is

It is a

system of communication to create goodwill. It produces that intangible quality or

asset-goodwill, and earns credit for achievements.
K.R.Balan: The discipline which brings out the rewards in generating mutual
understanding and the risks involved in misunderstanding between individuals,
groups, governments and nations in this restless world the shape and content of which
tend to be rapidly changing.
Editor of PR news: PR is the management function which evaluates public attitudes,
identifies the policies & procedures, of an organization or an individual with pubic
interests & plans & executes a program or action to earn public understanding and
acceptance.

HISTORY OF PUBLIC RELATION:Public Relations as a term was first formally used by Thomas Jefferson in the year
1807, while drafting his seventh address to the congress delegates when he scratched
out the words State Of Thought and wrote Public Relations instead. Informally Sir
Walter Raleigh used it even earlier during the Land Rehabilitation Movement, while
persuading people from different parts of America to settle in the rural parts of Virginia.
This was the first organized effort to win and mobilize public opinion. In India, the term
of course gained importance later through the Public Relations Society of India (PRSI) in
1958.

ELEMENTS OF PUBLIC RELATIONS:Human relations:

externally.

It is getting along well with the word public both internally or

No person can work independently & everyone who works in an

organization directly or indirectly depends on one another.

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Empathy: Empathy means feeling with the other person to analyze others
point of view & is regarded as primary pre-requisite for a satisfying experience
in a relationship where a certain degree of depth of understanding is expected.
Persuasion: There are 2 forms of interaction between individuals or groups
a) Force or compulsion
b) persuasion.
If one party compels another to do something instead of perusing him this is called
Despotism. It is against the principle of proper conduct sanctioned by society. A sense
of human interest on the person who is being persuaded will understand & appreciate
the cause & effect of this action.

Dialogue: It is a conversation with purpose.

It is not a bargain basement

transaction but it is a low form of negotiation.

Dialogue is a reasonable

exchange of ideas bringing into view a new form of knowledge, the use of
dialogue is for influencing behaviour like selling goods or inspiring innovative
ideas.

OBJECTIVES OF PUBLIC RELATIONS

The main objective of public relations is to establish good understanding by sharing a
common problem or interest with the public. By public we here mean both an internal
public and a public external to the organisation. Mutual understanding can be
established only by sharing a common Interest, by communication and relations.

However, the following are the broad objectives of public relations:

1. To promote mutual understanding.
2. To avoid the risk involved in misunderstanding.
3. To win friends.
4. To influence people.
5. To change the behaviour and attitude of the public.
6. To enhance the patronage from the various sections.
7. To help in fund raising.
8. To persuade individuals, groups etc.
9. To connect misconceptions and clarify on criticism of its policies and practices.
10. To promote goodwill.
11. To create and maintain the image or reputation about the company.
12. To forestall attack by the competitors or opponents.
13. To undertake a public relations education program.
14. To help the public to love life and work for better or for worse without conditions.
15. To improve internal staff relations.
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16. To liaise, counsel and advise.

17. To provide information about the activities of the company to the press and writers.
18. To prepare and supply the public with information about the organisation like price,
quality, export, employment, and other special features.
19. To ascertain public opinion, conduct opinion research, and understand public
attitudes on the organisation, profession and practice.
20. To sponsor dealer and distributor relations schemes.
21. To undertake programmes like sales training courses for retailers, wholesalers.
22. To establish press

relations,

publicity articles preparation,

press release,

photographs.
23. To communicate with the employees on their benefits, accident prevention labour
relations and collective bargaining.
24. To undertake a campaign of public education about an industry or profession and
its contribution to the public.

THE IMPORTANCE OF PUBLIC RELATIONS

Public relations professionals do more than draft press releases and build relationships
with key media representatives. They must also be familiar with the attitudes and
concerns of consumers, employees, public interest groups, and the community in order
to

establish

and

maintain

cooperative

working

relationships.

In addition to fulfilling their traditional role of getting a company's message out to its
audience, those who have completed their studies in communications and public
relations may also be responsible for developing and running programs designed to
keep

the

lines

of

communication

open

between

company

and

organization

representatives and their various audiences. This might include such activities as
scheduling speaking engagements for key company staff and speech writing.
At its core, public relations revolves around this universal truth: people act based upon
their perception of facts. By managing, controlling, or influencing people's perceptions,
public relations professionals hope to initiate a sequence of behaviors that will lead to
the achievement of an organization's objectives. When those in public relations
successfully create, change, or reinforce opinion through persuasion, their primary
objective is accomplished.

PUBLIC RELATIONS IN TODAYS ASPECT

The need for public relations personnel is growing at a fast pace. The types of clients
that PR people work for include the government, educational institutions, nonprofit
organizations,

specific

industries,

corporations,

athletic

teams,

entertainment

companies, and even countries. The title public relations is a broad description of the

Page 5

field because careers that one can have in the public relations field include a publicist,
media specialist, analyst, and communications specialist.
The practice of public relations is spreading widely. On the professional level, there is
an organization called Public Relations Society of America (PRSA). This organization is
the world's largest public relations organization. PRSA is a community of more than
21,000 professionals that work to advance the skill set of public relations. PRSA also
fosters a national student organization called Public Relations Student Society of
America (PRSSA). Both of these organizations should be strongly considered by anyone
looking to have a career in public relations. Being a part of PRSA and PRSSA gives
persons interested in the public relations field the opportunity to attend workshops that
are beneficial to this field, networking, and conferences.
In the industry today it is very critical for public relations professionals to learn and
know the importance of new media. New media include blogs, social networking sites,
as well as internet radio

FUNCTIONS OF PUBLIC RELATIONS

The functions that are to be performed by a public relations department may differ
from organisation to organisation depending upon the nature and activities of a
particular organisation. However, certain standard functions

have emerged as

common in most balanced departments. They are discussed below:

1. Policy:
Public relations policy is required for every organisation. A policy is a statement of
guidelines to be followed in the company. The Department has to develop and
recommend corporate public relations Policies. It has to contribute the public relations
view point which helps in the formulation of decision. Its function is not merely to
provide the policy mainly to the top management but also to other sections and
divisions.

2. Publicity:
Corporate publicity is necessary to interact with the public. The department has to
undertake the development and issuance of announcements of corporate activities to
external communications media. It has to handle inquiries from the press. It is part of
the functions of the department to develop and place promotional publicity about the
company as a whole or any of its units.

3. Product Publicity:
Page 6

Corporate publicity is different from the product publicity. In this, focus is on the
products and how to popularize the product. This includes both new products as well as
existing ones. It includes the announcement of new products through the editorial
channels of the communications media. The department has to develop and execute
the promotional product publicity campaigns.

4. Relations with Government:

Relations with government Cannot be overlooked. In all spheres of activities the
government inter- fares,regulates, controls and supervises.
It is necessary to maintain liaison with appropriate governmental departments. This
liaison covers both the local level, state level and national level. Besides, governmental
relations include:
(i) advise action as needed.
(ii) report trends in government affecting the company.
(iii) help in preparing and directing corporate appearances before investigating bodies
of legislative hearings.
(iv) direct programmes designed to promote the company's point of view in legislative
or regulatory matters.

5. Community Relations:
Community contacts should be planned. It is the performance and/or coordination of
corporate 'good neighbour' activities, including compliance with environmental
protection standards, fostering equal employment oppurtunity, cooperating in urban
improvement programmes, and developing community understanding of a company's
problems and needs.

6. Shareholders Relations:
Relations with the corporate stockholders is more important to attract public money.
This takes the form of communication between the company and the shareholders in
particular.
Also the investment community in general. It is necessary for the development and
acceptance of the company among investors by broadening the exposure of the
company's policies and financial results in the investment community. This function
includes preparation of annual reports, quarterly reports, dividend cheque inserts etc. It
has to plan and stage the annual meetings of stockholders and appearances before
meetings of security analysts.

7. Promotion Programmes :
Public relations promotion programmes should be formulated and implemented. This
may broadly cover institutional promotion programmes designed to build corporate

Page 7

acceptance of key policies, institutional advertising, public relations literature and

special events.

8. Donations:
A corporate donation policy should be developed for company contributions- Various
aspects involved in this function are processing requests for donations administering
company's foundation, and the conduct of employees' solicitations for approved drives.

9. Employee Publications:
The public relations department has to prepare and publish employee magazines,
newspapers, bulletins, management communications etc.

10. Guest Relations:

The department must undertake guest reception activities.

PUBLIC RELATIONS EXPERT- SOCIOLOGY AND

PSYCHOLOGY POINT OF VIEW:
The task of the relations expert is applied sociology. In other words,
he must advise his clients bearing in mind the essential features of sociology and
psychology. In particular:
1. He must hold a mirror to his organisation so that it can see where it actually stands
and how it really looks in the opinion of the public. Thus is one of his essential duties,
and in most cases, it provides the organisation with knowledge of itself, which is
nothing short of astonishing.
2. He must collect all available data, so to have a sound knowledge of all his details
and inter-relationships on which to work out a clear suggestion for building up the
picture to be presented.
3. In doing this, he must help to overcome the many prejudices and biased opinions
that are almost always present, and he must be frank in pointing out and attempting to
eliminate the weak points and negative aspects of the organisation's

projects or

policies.
4. All this forms the basis for the public relations action which must then be carried into
effect as a long term strategic plan founded on exact knowledge of the process of
communication and making full use of all means of communication.
5. In carrying out the plan, he must keep in mind the fact that public relations is always
a two-way communication. Every public relations statement has an echo, which must
be regarded as the feedback in cybernetics. Experience shows him how the message
was received, and from this he must draw his own practical consequences, in complete
disillusion and if necessary with readiness to self-criticism. This is the decisive point in
all public relations activities.
Page 8

6. As a consequence of a1I these measures there gradually comes into being in the
inter-relationship between the communicator and the public under the painstaking
control of the public relations expert a large measure of conformity and harmony
between the two poles. This is the sense and the purpose of public relations activities.

VARIOUS PUBLICS FOR PUBLIC RELATIONS

1. Stockholders Relations:The owners of the company are the shareholders with whom the company always has
to communicate about various matters. Most companies use personal visits, telephone
calls, mailing and supplementary reports to keep shareholders informed, interested and
satisfied. Communication with them may include reports, matters on corporate
meetings, dividend enclosures, magazines, special mailing, notices, resolutions,
minutes, periodic correspondence, financial matters, press releases etc.

2. General Public Relations:It is with effective communication and through appropriate media that a company
maintains contacts with the public. It is the means to create and build goodwill. It also
helps as a driving force to reach the public, and brings the company and the public
together, linking with society in general. Maintaining external communication facilities
through several media of verbal and written contacts with the public in general.
It is not possible to build a satisfactory public image for the company. The
public should be informed about various products of the company and their uses;
comparative advantages, price differentials, product, after sale services and changes
must be communicated promptly. Qualitative communication ensure the promotion of a
positive favourable atmosphere, develops friendly and confident feelings towards the
company and its product.

Audio-visual, direct mail, sales promotion, advertisements, news bulletins,

annual reports, posters, hoardings and pamphlets are few of the many media
used to reach the public

3. Customer Relations:An effective system of communication should provide opportunities for customer
information. The customer is the ultimate object whose satisfaction and goodwill are of
the utmost importance for the success of an organisation. In carrying out the sales
function of planning, the management must communicate with customers. There were
times when the customer was not the central figure. But today the customer is the
kingpin and sovereign of the market whose needs and satisfaction, and the winning of
whose goodwill, is of prime importance in these days of competitive setup. These must
be communicated promptly. It is the communication which establishes the contacts
Page 9

with the customers. Customercomn1unication helps to establish a relationship with

customers who buy and are the sources of products.

4. Government Relations:Communication with the government and its departments is another important
dimension of external communication. Business communication with the government
covers several dealings touching many government departments. A corporate
enterprise has to communicate with the Registrar of Companies, Controller of Capital
Issues, finance department, industrial department and labour department. The
relations of a company with the government are many sided. Correspondence with the
government may cover export-import matters, foreign exchange dealings, listening,
registration, taxation matters also. A company has to file a number of documents to
various departments of the government. Filing of annual returns and tax returns are
regular activities.
Business houses have to consider the national objectives as well as the

national

priorities of economic development as indicated in Five Year Plans and other policy
statements and resolutions. There is always if routine communication between the
government and business on several other matters like wage policy, foreign policy,
industrial policy etc.
Government

communicates

national

objectives,

priorities,

achievements

and

programmed through the mass media like television, radio, film and ; through the print
media like newspapers, magazines, Five Year Plans, budgets, annual reports, special
economic survey reports, statistical bulletins, handbooks etc. A firm has to deal with all
correspondence in which it is concerned and interested.

5. Dealer Relations:A

communication

network

should

not

overlook

the

importance

of

dealer

communication. The dealer is a trader who carries on the business I of buying and
selling and other dealings. A dealer effects a substantial turnover involved in buying,
selling, supplying or distributing goods directly or indirectly for cash or deferred
payment or on commission. A dealer is an important party in external communications.
The relation of the company with its dealers, like those of other outsiders, is said to be
dealer communication. The quality of the product, the trading policy, practice,
procedure and the image the dealers to promote are the fundamental factors which
must be given major consideration in the subject matter of communication. The
method of communicating with the dealer will vary depending upon the nature of the
product, distribution and media of communication. Communication with a dealer is
quite different when the
distribution is made through agents.
Page 10

Conferences and meetings with dealers are the usual media of oral communication.
Written communication through letters is often the common method. Another medium
of maintaining close contact with the dealers is by providing all the dealers with regular
copies of an external house journal or news sheet. This carries relevant intonation from
the business house to the dealers, wholesalers, stockiest, agents etc. The journal
generally contains messages on display, promotions, uses, benefits, and comparative
superiority of the product. It also covers all such matters calculate to improve the
dealer's turnover, and as a consequence, mutual profits. Direct mail is also used to
maintain direct contact with the dealers.
The public relations officer of the company gives guidance and help to promote sales.
He is a liaison between external parties and the company.

6. Inter-organization Relations:
No business organisation can exist in isolation without connections and dealings with
other sister business organisations. Inter-corporate communication implies a process of
information exchange between companies. A company of a particular industry may
have links, direct or indirect. Inter-corporate loans, inter-company investment, interlocking directorship, inter-corporate dividends, inter-corporate holdings and intercorporate transactions etc., are all examples of the existence of inter-corporate
communications. Information exchange between companies may take place on many
matters like cost, process of production, methods of production, new methods of
production etc.
It has been observed that a firm simply cannot exist or survive unless it is related with
other firms in the industry. Inter-industry and intra-industry information exchange is
necessary to make comparison and to run on smooth and competitive lines. Business
houses undertake much inter-company communication to bridge the communication
gap between the organisation and outside entities. Very often one notices that
companies resort to inter-corporate and inter-institutional communication. Companies
are also involved in information exchange to know the various sophisticated techniques
adopted, the handling of production, appraising people about the organisation's march,
social responsibilities discharged and getting their employees informed about the
movement of employees in comparable organisations.
In present day competitive structures a firm is expected to catch up on the efficiency
attained by competitors, and make efforts to reach and exceed them. Communication
between the organisations on various functional performances highlights the points of
strength and weakness in individual company performance.

7. Complaints:-

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Public relations firmly believe in openness and honest communication. Public

complaints, suggestions and response constitute a complaint communication system.
The public is any group of people which shares a common interest. An organisation
with its effective communication talent has to establish and maintain mutual
understanding between an organisation and its public. Complaints made by the public
are to be attended to, and suggestions offered should be considered. A complaint is
really a favour done to the company.

ESSENTIAL

QUALITIES

OF

GOOD

PUBLIC

RELATIONS
Without reaching for the moon, tentative analysis of experience with a large
number of public relations managers has indicated, in a general sense, the
following as the basic qualities required in successful managers:
1 .Mental ability: A combination of planning sense, foresight, orderliness of mind and
judgement, which will result in willingness to think straight, and in a thoroughness and
promptness of decision.
2. Ability to see the other person's point of view, and to be as critical of oneself as of
others; this is the basis of the ability to work with other people.
3. Integrity, in the sense of mental honesty.
4. A restrained self-confidence, coupled with initiative and resourcefulness.
5. A balanced temperament particularly the absence of such traits as emotional
instability, a sense of marked inferiority, forcefulness and self-centered outlook.

NEED FOR PUBLIC RELATIONS

The need for public relations is clearly explained n the points below

Communication:-The

means

for

communication

have

reached

technically ,almost a stage of perfection. It is today financially possible for

practically everybody at least in the advanced nations- to receive information.
The level of education of a wide circle of the population is rising rapidly and this
ensures a steady increase in the capacity for
guaranteed

by

the

constitution.

receiving information which is

Adequate

information

is,

therefore,

theoretically possible although it is by no means guaranteed in each individual

case.

New Information Order:- Whether we are correctly informed is far more

difficult to answer. Many books, many discussions in academies in radio and
television in India and abroad, and countless lectures, not excluding those in
Page 12

Information Society and New Information Order, as far as we are aware, a

correct reply is yet to be received.

The only answer, according to the

philosopher Karl Jaspers given in 1963, is we in the Free World have the chance
to share the responsibility and find ways of receiving the best possible
information.

Information Load:- Also called message load or quantity, The sceptic will,
of course, draw our attention to the flood of information to which we are all
exposed today. The proper reply to this is that this flood is largely without
direction and that it is incomplete or inaccurate. Information must be prepared.
Essential information must be separated from trivial matter, and the interest of
the receiver must be aroused in the right direction. In the organization that
ignorance, the inability to appreciate or organization , superficial knowledge is
extremely likely to result in dislikes, dissatisfaction and outright rejection with
all their disastrous consequences. What we require is a fair means of
information which eliminates existing or awakened suspicions, which builds up
understanding, and creates confidence. This is what we call Public Relations.

4. Mutuality and Understanding:- Going by the definition of public

relations, the mutuality is based on interaction between consideration for public
opinion, and the need of the communicator or organization to inform or
establish contact. Understanding is created by providing insight into, and
reporting on all essential matters. Confidence is cultivated by bringing the aim
of the organization into harmony with the public interest, thus winning and
maintaining goodwill among the general public.
From all these facts, it is clear what the purpose of this Activity in, for, and with.
The public' is : To act and not to react; to create an atmosphere of confidence by
an active information policy, the passive part of which consists in answering
queries ; to inform the public and exert influence towards the inside as a form of
corporate and social counter control to establish direct or indirect connections
with the public, to fulfill a kind of interpreters function towards the public and
to control communicative reaction.

PUBLIC RELATIONS TOOLS:

Advertising:Advertising is publicity but not all publicity is advertising. It is the business of
selling goods, services and ideas by inducing people to want them. It is drawing
Page 13

attention of public by big public announcement t o a commodity or service with

the aim of selling it.
Any advertising campaign should contain in it the broad ingredient of public
interest. The specific categories of public interest advertising are:
1. Corporate Advertising:It explains the continuing research, engineering and management efforts a
company makes to improve its products or services. It can be called the voice of
management speaking not only to customers, but also to investors, suppliers,
distributors, employees -present and potential and leaders of public opinion.
2. Public Relations Advertising:It discusses the problems, policies, social philosophy, or economic goals of a
company or industry, illuminates some aspect of the Nation's scene; discusses
the basic principles of its enterprise, notably with respect to foreign
collaboration for the reader to shed light on the economy or the society in which
he lives.
3. Public Service Advertising:It is designed to promote voluntary individual actions to solve national problems
such as better roads, prevention of floods, better health care, family planning
and rehabilitation of the handicapped. Also encouraging cultural activities,
tourism, secularism, buying of Unit Trust Certificates, voting in national
elections, reducing prejudices, and other worthwhile causes.

Publicity:Publicity is the technique of 'telling the story' of any organization or cause. It is

the umbrella term which in its meaning covers all the techniques employed to
get a story across to the public. It is weapon of war, an instrument of sales, a
tool of politics. Basically publicity is news. It has to be news, that is, be of
interest to be carried. Publicity includes advertising because advertising, like
publicity, tells the story. But in general usage, publicity is used to describe those
expressions where the medium is not paid for; whereas advertising consists of
paying for the medium to get the story told.

Propaganda:Propaganda describes the political application of publicty and adver-tising ,also

on a large scale, to the end of selling an idea, cause, or candidate or all three.

Page 14

It was first given general currency by the Roman Catholic Church to refer to the
dissemination of its doctrines.
There are two types of propaganda. The rational propaganda in favour of action
that is in consonance with the enlightened self-interest of those who make it
and those to whom it is addressed. The other is non-rational propaganda that is
not consonant with anybody's enlightened self-interest but is dictated by, and
appeals to, passion.

Diplomacy:The Oxford English Dictionary calls it the management of international relations

by negotiation', or, 'the method by which these relations are adjusted and
managed.'
Sir Ernest Satow's 'Guide to Diplomatic Practice', a sound work which has been
the Bible of British Diplomats for many years, wrote Diplomacy is the
application of intelligence and tact to the conduct of official relations between
the governments of independent states.

Promotion:Promotion

describes

commercialization

of

publicity,

and

publicity

and

advertising jointly, usually on a grand and co-ordinate scale, to the end of

selling a product or products.

Campaigns:Campaigns consist of concerted, single-purpose publicity programmed, usually on a

more or less elaborate scale, employing co-ordinates publicity through a variety of
media, aimed at a number of targets, but focused on specific objectives. A campaign
objective may be the election of a candidate, the promulgation of a political issue or
cause, the reaching of a sales goal, or the raising of a quota of funds.

Lobbying:Lobbying is a kind of tool generally used by a group of persons like members of

legislatures who conduct a campaign outside the legislative chamber, that is, at the
lobby, to influence members to vote according to the group's special interest; it is also
used by shareholders of business corporations during the Annual General Body
Meetings to pass a 'resolution' or elect a 'director' to the 'board' in the interests of a
group of shareholders.
In a basic sense, lobbying entails the exertion of influence, smooth and measured
pressure and any other exercise of persuasion-compressors. In essence, it means a
group putting its point of view forward in an attempt to win the other group's support.
Page 15

Public Affairs:Public Affairs may be defined broadly as a significant and substantial concern and
involvement by individuals, business, labour, foundations, private institutions and
government with the social, economic and political forces that singly or through
interaction shape the environment within which the free enterprises exist.

MEDIUMS OF PUBLIC RELATIONS

Letters:Letters which enable one person to reach another despite the imitations of time that
can cut down on personal visits and telephoning, are among the most ancient and
perhaps still the most important media of mass communications. It has been said that
letters are the only selling medium that, if taken away, would disrupt the entire modem
business structure. They are sent out with every kind of enclosure; pamphlets and
leaflets, order blanks, samples, pictures, return post cards, and many others.
The well-written letter has a major advantage over all other media it is directed
personally to an individual. If it designed to please and flatter him rather than to irritate
him as an invasion of his privacy, it commands his attention for a little while perhaps
just long enough to motivate him to do what the writer wants him to do.

Mail:
Mail is a personal thing. A person likes to receive a letter written for him as well as
addressed to him. He likes to express regard for him ,offer him a better job, make a
promise or enclose a cheque. When a publicist sends out a letter written for the client's
benefit rather than for the recipient's, privacy is being presumed upon. The recipient
may resent it.
He may throw the letter away without reading it, or read it only to turn against the
writer. Individually written and addressed letters have long constituted (he backbone of
international communication. Offset letters are being used in increasing volume to
establish a direct speedy line of communication with specific publics- Letters are used
on a regular or spot-news basis to reach employees, dealers, alumni, or workers in a
fund-raising or legislative campaign.

The Telephone:A telephone call is more effective than a letter as a last minute reminder or an
incitement to action. The telephone is good for getting a person to do
something he should do although he might prefer not to such as attending a
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meeting. He can dodge a letter more easily than the personal commitment of a
personal conversation. But for a technical or monetary commitment both
parties will find it advisable to put it in writing to seal the telephone agreement.
The secret of success in a large-scale telephone campaign is to obtain reliable
telephone operators - people with pleasing telephone personalities and the
persistence to keep after each number until they actually reach the proper party
and drive the message home.

Word of Mouth:Word of mouth spreads like wild fire. If the subject and content are right, it can
burst into spontaneous combustion just as an entire forest may suddenly be
overrun by conflagration. Through word of mouth, rumour and innuendo may
spread with extreme speed and spontaneity if the subject is close to the
emotion of people. Feeling and thought must quickly take wing on word of
mouth. In stimulating a word-of-mouth campaign
the important thing is to present subject matter of such interest as to cause
people to repeat it to others.

Newsletter:The commercial field has long made good use of newsletters. These have a
bright future. Newsletters tend to fit the times these days. People have
fragmented interests. There are certain things they want to know a lot about,
and other things they don't want to hear anything about. Newsletters have the
advantage of speed. They are quick to read.
The public relations use of newsletters is spreading rapidly into non-profit fields
as well. Associations and professional societies particularly find the formal
effective. Its use in politics and lobbying is burgeoning.

Post Cards:Post cards are quick and easy to prepare, quick and easy for the recipient to
absorb, economical to mail to constituents and an effective adaptation of direct
mail to reach large numbers of people with a message that can be punched
home in a paragraph.
In many campaigns, a large number of individuals can be stimulated to sign and
then send post cards to their own friends and contacts. This personal touch has
more influence with the recipient than would a communiqu from a stranger.

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PLANNING PROCESS OF PUBLIC RELATION

Public relations are not merely a process of getting stories and pictures into
newspapers. It is much more. It has to be properly planned, orderly executed,
and a number of details need careful attention. Public relations costs money,
requires manpower, needs expertise, and consumes time and resources. So it
should be well planned and executed in an orderly manner.

PR Objectives:The first step is to set out clearly the PR objectives before any campaign is launched.
The publicist must have a clear idea as to what is intended to be achieved. His
approach should be positive and purposeful.

Publics:The next step is to decide who the audience to be reached i.e. local is, regional,
national, or international. And apart from geographical area, it should be considered if
any specialized audience or a section of the community or professional people is also
to be reached.

Message:After deciding the public the company has to decide what message they want to pass
through the campaign, what is it they want the people to know about them or what
they want to tell or inform the public about.

Strategy:A strategy is a long term planning or the methods that a company adopts to make itself
a successful company. For a PR campaign also strategies are required to be formed to
so that they can create an impact or impression in the minds of the people; as well as
they can build a fair and favorable image in the market.

Tactics:Along with a good strategy a company also needs to use some very good tactics for its
campaign because there are competitors in the market and the company has to stand
on top of all of them.

Time Scale:The public has to decide the time scale in which they will complete the campaign. They
have to set a specific time. Also the decision about the commencement of campaign,
duration, repetition, etc. is to be made well in time.
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Resources:The publicist has also to think about the resources in terms of money and staff
available to him. The campaign has to be planned keeping in view the resources which
the publicist would be able to mobilize.

Selection of Media/Resources:Another point that requires a decision is about the media to be employed for the
campaign: whether publicity is to be conducted with one medium or more than one or
through multimedia.

Evaluation:After deciding upon the above things the publicist should evaluate the whole process to
check whether everything is properly being done or not or whether they have to add
anything else or not, etc.

Review:After evaluation again there should be a review of the entire thing to give it a final
check.

Analysis:After the campaign there should be an analysis of the entire process sp that they will
come to know whether the campaign was successful or not and if not then where it
went wrong. If any draw backs are pointed out then again the whole process is
repeated from the point of identifying the publics.

CONCLUSION
Public Relation came into existence by the belief that if we do something good for
people then only the people will say good about the organisation. Today's is a age of
Competition. And to remain firm in the competition depends on how efficiently
the organizations manage its PR & project the company's image.
Public Relation will not sell goods and Services but it is bound to create an atmosphere
which will make the free enterprise, a responsible enterprise. Public Relations, in fact
will prove to be the most effective tool for communicating with the People who are still
remote from industry for convincing them that corporate objectives are ultimately in
the interest of the public.
The PR Mantra has now become pervasive. Neither a individual nor the organisation &
not even the government Or a UN body can thrive or sustain in this age without
effectively strategizing PR.

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