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Public Relations Through Print Media

Article · May 2014


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Kamalludin Kamal
Institute of Media Sciences


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International Islamic University, Islamabad

Faculty of Social Sciences
Department of Media & Communication Studies

PR Through Print Media

Submitted To: Sir, Shafayat Ali Malik

Submitted By: Kamalludin Kamal


Table Of Contents






TV 5




Public Relations Through
Print Media

The term public relation has been in practice since immemorial time, thousands of years
ago wall paintings in the caves of primitive people, writings on tablets of stone, ancient
buildings, pyramids, early temples, mosques and cave paintings. Even we have in the
Holy Quran that Adam (AS) had relations (in the sense of Public Relations) with BiBi
So, it will be appropriate to say that public relations are as old as human being.
Fortunately this phenomenon further developed in each era on this planet and human
being developed Public Relations as they developed their own life,
Till 1807 that Thomas Jefferson for the first time used the exact word PR in his speech
once in a conference.
And every organization and individual get interested to publicize his/her self and their
They feel the need of a medium for dissemination of their materials, while in that time
Press was existing and people started to publish their materials to Newspapers and
magazines, this was the time that Public Relations and Print Media has joined and
started a pally life.

Public Relation Definition
Since the usage of word PR by Thomas Jefferson in eightieth century (1807) it has bed
defined many times by hundreds of scholars.
The earlier definition of PR which the World Assembly of Public Relations
Associations, has defined in Mexico City (Aug-1978) was; The art and social science of
analyzing trends, predicting their consequences, counseling organizational leaders, and
implementing planned programs of action, which will serve both the organization and
the public interest.
PRSA (Public Relations Society of America) has announced the latest definition of PR
as: A strategic communication process that builds mutually beneficial relationship
between organization or (individual) and its (or their) publics.
In another definition of PR we have that Public Relations is a strategic communications
process that helps manage, protect, and enhance the reputation of an organization, its
members, and its services.

Print Media Definition

The term Print Media is combination of two words the firs is Print which means;
Production of (books, newspapers, etc.), especially in large quantities, by a mechanical
process involving the transfer of text or designs to paper. And the word Media means;
any medium of Mass Communication such TV, Radio, Newspaper, Internet etc.
Thus we can define Print media as; the medium that disseminates/distributes printed
information to the Mass through its mediums of Newspapers, Magazines, and
Brochures etc.

PR in the light of Print Media’s History
As the Print Media started in A.D. 105. By; Ts’ai Lun, a Chinese official, who is
attributed with the invention of paper. Forty years later, Pi Sheng had invent the first
movable type. It would take literally hundreds of years later, in 1276, for printing to
reach Europe in the form of a paper mill in Italy, and another two hundred years until
Johannes Gutenberg refined a method to efficiently print books and pamphlets on his
Gutenberg press.
While in early 1910s, several printers experimenting with photo-reactive chemicals
used the well-known actinic light–activated cross linking or hardening traits of
potassium, sodium or ammonium chromate and dichromate chemicals with glues and
gelatin compounds. Roy Beck, Charles Peter and Edward Owens studied and
experimented with chromic acid salt sensitized emulsions for photo-reactive stencils.
This trio of developers would prove to revolutionize the commercial screen printing
industry by introducing photo-imaged stencils to the industry, though the acceptance of
this method would take many years. Commercial screen printing now uses sensitizers
far safer and less toxic than bichromates. Currently there are large selections of pre-
sensitized and "user mixed" sensitized emulsion chemicals for creating photo-reactive
Absolutely thirteen years later Basil Clark establishment Editorial Services in 1924, and
according to the Academic Noel Turnball; PR was founded in Britain first.
The second half of the 19th century is considered the professional development building
era of Public Relations, while trade associations, PR news magazines, international PR
agencies, and academic principles for the profession were established.

Public Relations Tools
Tools in PR, are the vehicles through which the PRO curries-on the Relations of its
organization or individual with the masses, in PR there are some specific tools which
can promote positive attitudes and behaviors towards PROs activities that will help
convert interested consumers into customers. Good to know that PR tools are very
cost-effective, and often give us a greater degree of control than more broadly targeted
advertising campaigns.
Following are some PR Tools;

Press release: The most common material provided to media outlets. A press release
is the most important form of written communication used by a public relations
professional to announce something to the media. It is mailed, faxed or e-mailed to the

Telling the story: If a publicity man’s stories and pictures are in tone with the
interest of the newspapers there will be little need for rewriting, as the company is
wishing to reach people through newspaper and radio will fashion its newspaper
messages as they would be done by newspaper writers and photographers.

Newspaper: Are all the media, the newspaper are and always have been the most
used publicity medium because they are read by virtually every literate person.
Newspaper publicity is the backbone of any informational program because newspapers
are published more frequently reach more people and more different publics.

Magazine: It is another medium of publicity by the printed word, having broad space
to campaign.

Hose organs: Also known as In-House-Publication, is a useful tool to reach the most
important audience specially the employees of large companies, to campaign in the
specific area. Given great imputes during WWII as an effort to heighten morale and
increase production of war goods the house organ has proven a valuable public relations
tool for informing workers of their own company’s plans and policies in USA and
European countries.

Books: Involving all the techniques of printing books, might include annual report of a
company to its stockholders, technical reports to other manufacturers or scientists,

histories of businesses on the occasion of their anniversaries and a wide range of
informative and instructional booklets for employees, visitors, editors in need of
background data, etc.

Radio: Reaching large audiences with widespread interests, radio reaches into places
beyond the scope of the newspapers; almost all cars are equipped with radio set, also
radio transmission reach in the remote areas of our countries, where newspapers cannot.

TV: The PR tool which has tremendous force and effectiveness is Television. It
promises to become the most potent of all mass communication media, which combines
the printed word, the spoken word, pictures in motion, color, and sound into one.
Amazing results from advertising via Television have become everyday occurrences.

Film: Telling the public relations story by means of motion pictures, film slides, tape
recordings, and closed-circuit television is a familiar technique in most of the advanced
nations’ large sales and manufacturing organizations.

Broachers: When the message to be conveyed must last longer in the minds of the
audience, then one sheet of information, as in a flier, may not be sufficient. In such a
case, a multi-page publication or in other words, more than one page of printed matter,
is produced as a PR tool.

Social Media: Social media lets you bypass the media and go straight to your
customers. Using social networking sites such as Facebook and Twitter allows you to
follow and be followed by journalists, drive web traffic, manage issues by responding
quickly to criticisms or negative perceptions, and increase exposure for your business

Print Media as a Tool in PR
Print Media PR is the most frequently used and popular form of public relations, which
builds the solid foundation for PR campaigns.
Have you imagined the Public Relations? Mostly, when people think of public relations,
at some points Newspaper will flash in their mind. That’s because for most people two
things are true: newspapers are a thing that exists, and written press releases designed
for print media are a big way in which companies spread news regarding their recent
You may seen several advertisements appearing in newspapers and magazines. What do
they consist of? Absolutely they consist of textual messages as well as some visuals or
pictures. These advertisements are examples of PR tools used in the print media.

They are worked out effectively to attract the reader’s attention away from other
competing advertisements. As a fact most of the scholars are agree that; Traditional
media generates more media exposure and larger audiences than all online media

Print Media is key for PR Acceleration

Although our oldest news medium, nearly every community has a “paper of record” that
still has the ability to inform a wide audience and provide great depth of coverage.
Anyone who wants to fully understand their media footprint, even in this
Facebook/Twitter age, should include print media monitoring in their PR measurement

While we at Universal fully recognize with the business challenges many newspapers
have faced in recent years, this “traditional” form of media still does amazing work.
Newspapers just can’t be matched as a convenient, low-cost, thorough news information
source. And that’s true in both big cities--like Karachi or Lahore and in smaller
communities like Islamabad, Peshawar or Kabul.

Followings are four key terms that strengths the Print Media usage in PR:

1. In most towns and cities, the local newspaper still has the biggest staff of
journalists. Hand-in-hand with a good bullpen is the idea of specialization. A beat
reporter (health, business, education, government, etc.) can be a big help to an
organization looking to promote, publicize or influence behavior.

2. Especially in smaller communities, people read their hometown newspaper
from front to back. Most weeklies operate without any local media competition,
and are open to story ideas and submitted news releases.

3. Newspapers are easy to use and are everywhere. They can be dropped at your
doorstep, left out (for free) at businesses for customers, and everyone knows how
to use them. And as long as a newspaper isn’t in a trash can, the information it
provides is ready for the taking by anyone of any age.

4. Most community/business leaders and decision makers look to newspapers as

the most credible source of information. Newspaper editors provide a real check-
and-balance on news stories that most bloggers will never have. Fact-checking
and accuracy is a big deal in Print Media.

A business or organization that monitors print news clips is also guaranteeing that they
are capturing all of their media relations efforts. While many think surfing the internet
is the best way to track coverage, the reality is that Web monitoring alone can’t grab
everything. In fact, recent studies show less than 30% of earned media content is
available for free and online.

Arthur Conan Doyle’s Sherlock Holmes a fictional character in London said this about
the Newspapers of London Circa 1900: “The Press, Watson, is a most valuable
institution, if you only know how to use it.”
The media landscape has changed radically in recent years and it will continue to
change, but newspapers remain valuable. Earned media is immensely more valuable
than advertising. Maximizing the impressions and impact of a news story, regardless of
the medium, is how one changes behavior through PR.

While we talk about the Media and PR, specially Print Media and PR, from the
beginning of public relations it comes to publish in print media such; newspaper,
magazine, brochures,

As the PRAS of America done a research on changes in the relation of Media and PR,
one of the biggest and most pertinent concerns that many have regarding the changes
in media and public relations is the changes that are undoubtedly coming with print
media. With the digital age already making some significant changes to the way that
traditional newspapers operate, there are many who are wondering if in the next ten
years if print newspapers will be obsolete and if that will impact the relationship
between media and PR.

As I mentioned that the relationship between public relations and the media has always
been a symbiotic one, with both parties receiving help from the other in various ways.
While it doesn’t always seem equal if you’re Media students or pro-PR trying to explain
it in a major media outlet, we would without a doubt be worse off without access to the
various forms of media.

We must remember; the more things change, the more they stay the same.

While traditional media outlets like newspapers are slowly going by the wayside, the
role of media in public relations will stay the same. PROs will still have to talk to
reporters and butter them up and they will suffer for hours trying to figure out the best
way to phrase their press release.

Because journalist, the member of the fourth pillar of estate, is an esteemed necessary
part of a free country. Journalists have a saying “write about what they’re NOT telling
you.” We (journalists) consider it our job to speak truth to power and find out the real
story. Even if their company is never part of a major trend or news story, there is still
simply too much information flying past their face every single day to process
everything going on.

So even if newspapers made of actual paper don’t exist in 2020 and beyond PROs will
still have to send press releases and talk to reporters for their favorite websites (or
whatever new thing is out then).

As objectivity is one of the characteristics of Journalist then I want to clarify that;

On the other hand, the ability for every person to have their own “story” online becomes
easier and easier by the day. Even regular, untrained citizens are doing the work we
mentioned above of speaking truth to power, some would say that’s a good thing, others
would say that’s dangerous. If a PRO want to publish a great story and send it around

the Internet all it takes is a little know-how and creativity. Suddenly the whole world is
abuzz with talk about his company.

Think of how simple it is in today’s world to write something up and send it around to
anyone interested. Now imagine a world with a decade or more of innovation in
technology. Why would traditional “gatekeepers” still be around in that scenario? The
Internet is a constantly evolving thing and it won’t slow down anytime soon.

Reporters and the like will be outdated in the future as the trend will continue towards
community based promotions like blogs, social media, and even smartphone
technologies previously unseen. The role of traditional reporters will be reduced to
making sense of the constant feed of information coming in from around the world.
However, there will be no need for PR pros to submit anything to them as there will be
just too many avenues for submitting a story to the public.

In that time, life will became most complex and the value of time will be ten time more
than these day, and this is the point of pointer that again organizations, individuals need
to hire PROs and as the world is too complex and a PRO is not an investigator, then
they need to contact Journalist.

1. Muhammad Imtiaz Shahid, (2011) Book; Advanced Mass Communication

2. AIOU, (2009) Book; MA-Study Guide, Public Relations

3. AIOU, (2008) Book; BA-Study Guide, "‫ت عـــــامـه "اردو کتاب‬

ِ ‫تعلقا‬

4. Yiunus Shakar Khowah, (2007=1386 Hijri) Book; "‫واژه نامه ارتباطات "کتاب فارسی‬

5. PRSA: Publics Relations Society of America | http://www.prsa.org

6. PRINCETORN UNIVERSIYT, USA | http://www.princeton.edu

7. OXFORD DICTIONARY | http://www.oxforddictionaries.com


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