Public Relations What is Public Relations? The main goal of a public relations department is to enhance a companys reputation.

Staff that work in public relations, or as it is commonly known, PR, are skilled publicists. They are able to present a company or individual to the world in the best light. The role of a public relations department can be seen as a reputation protector. The business world of today is extremely competitive. Companies need to have an edge that makes them stand out from the crowd, something that makes them more appealing and interesting to both the public and the media. The public are the buyers of the product and the media are responsible for selling it. Public relations provide a service for the company by helping to give the public and the media a better understanding of how the company works. Within a company, public relations can also come under the title of public information or customer relations. These departments assist customers if they have any problems with the company. They are usually the most helpful departments, as they exist to show the company at their best. PR also helps the company to achieve its full potential. They provide feedback to the company from the public. This usually takes the form of research regarding what areas the public is most happy and unhappy with. People often have the perception of public relations as a group of people who spin everything. Spin can mean to turn around a bad situation to the companys advantage. It is true that part of the purpose of public relations is to show the company in a positive light no matter what. There are certain PR experts that a company can turn to for this particular skill. The public often think of PR as a glamorous job. Public relations people seem to have been tarred with the image of constant partying and networking to find new contacts. The reality is usually long hours and hard work for anyone involved in public relations. There are certain skills necessary to work in the world of PR. These include a very high level of communication skills, written and verbal. The PR person must also be very adept at multitasking and time management. He or she may also have some form of media background or training in order to understand how the media and advertising work. Organizational and planning skills are also important in public relations. The PR worker must also be able to cope very well under pressure. He or she must have the ability to cope with a barrage of questions from the media and the public. If a company comes under critical attack, it is the PR department who must take control of the situation. They must effectively answer the criticism and turn it around in order to protect the companys reputation. A public relations worker usually has some form of relevant college qualification. Competition for jobs in PR is fierce. A talented public relations person has the opportunity to work up from a junior account executive to an account director in around five years. This is not a nine to five job; the hours are long and can be stressful. However, for successful PR workers, the pay is good and the perks may be even better. Introduction Public Relation is a management function that involves monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organization and its public. Public could include shareholders, government, consumers, employees and the media. It is the act of getting along with people we constantly come in touch with. PROs ensures internal cohesion in the company by maintaining a clear communications network between the management and employees. Its first objective is to improve channels of communication and to establish new ways of setting up a two-way flow of information and understanding. Public relations as a separate career option has came into existence when lots of private or government companies and institution felt the need to market their product, service and facilities. Public image is important to all organizations and prominent personalities. The role of public relation specialist becomes pertinent in crisis situations when the correct and timely transmission of information can help save the face of the organization. In terms of career opportunities, Public relations is broadly practiced for product publicity, corporate publicity, to have better relations with the government, to publish corporate publications like newsletter, bulletins, magazines for employees etc.

Eligibility & Course Area Educational: Bachelors degree in any discipline preferably with social sciences, liberal arts and humanities is required to take up a course in this field. There is diploma as well as post graduate diploma courses in Public relations. Duration of most the courses is of one year. Apart from this there are also short term certificate courses. Most training programmes in Advertising also include public relations. Some institutes have entrance exams while others prefer admission on merit basis. These courses mainly cover areas like public relations principles and techniques, public relations management and administration, including organizational development, writing, emphasizing news releases, proposals, annual reports, scripts, speeches, and related items, visual communications, including desktop publishing and computer graphics, and research, emphasizing social science research and survey design and implementation. Personal Attributes: One must have excellent communication skills, both spoken and written so has to express thoughts clearly and simply. An effective personality and the ability to get along with a wide range of people both inside and outside an organization are necessary. Must, be polite always as he has to work under pressure or provocation. An organizing ability is required too, as one may have to organized press conferences, lectures, exhibitions and events. Must, have self-confidence and far sightedness. He must be able to understand human psychology and take decisions apt to the situation. Analytical skills are required to interpret research information and plan activity. Career Prospects Public relations officers have to work within and outside the organization. Within the concern they have to conduct management-employee meets, to inform organizations policies, activities and accomplishments. Outside he has to liaison with government departments, trade unions, press etc whose cooperation is required for the smooth functioning, and also have to manage complaints from the consumers, organized events like fairs, exhibitions etc. The work involves keeping management aware of public attitudes and concerns of the many groups and organizations with which they must deal. In addition, public relations departments employ public relations specialists to write, research, prepare materials, maintain contacts, and respond to inquiries. Another important area of work in this field is to create public identity or an image for public figures like political parties, models and film stars. It include advising them on every aspect of personality, including dress code, behavior, statement given in press, public appearances etc. Lobbying, a new field in this career, involves bringing about the passage of laws favorable to the special interest group they represent like a company, industries, government etc. It is a strategy used to raise public consciousness and influence policy makers in areas like environment, human rights, education etc. This is an interesting area of work in public relation. Future Prospects Job Prospects Public relation officers can find employment in the corporate sector, public sector, government agencies, tourist agencies, hotels, banks and other financial institutions, private consultancy firms etc. Nowadays they can find work even with individuals like political figures, models and film stars who want their pictures, profiles and interviews published in magazines and need agents who can do the work for them so as to have a image in front of general public.

History of Public Relation Public relation 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. Meaning and Introduction Public Relations, commonly called as PR is an activity aimed at increasing common and understanding between an organization or individual and 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 and desires. Each group has its own likes and 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 and everyone tries to attract a distinct audience with its varied tools and techniques. A public may also made up of a number of individuals who are unorganized and 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 and common interests, publics tend to be large and impersonal. These publics involve people who are not known to each other and 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, groups 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, government agencies, politicians and entertainers are among these who use public relations. Their publics vary from employees and shareholders to an entire community or members of the news media. The communication between an organizations and its public ranges a simple news release to a sophisticated campaign featuring films, ads speeches and 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 and then establish policies that reflect concern for publics interests. PR generally practiced through: 1. 2. 3. Corporate PR Department 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 means what it says relations with the public. It is practically a selfdefining term. It aims to create and maintain confidence. 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 and procedures, of an organization or an individual with public interests and plans and executes a program or action to earn public understanding and acceptance. Interpretation of the above definition 1. 2. 3. 4. It measures, evaluates and interprets the attitude of various related public. It assists management in defining objectives for increasing public understanding and acceptance of organizations products, plans, policies and personnel. It equates these objectives with the interests, needs and goals of various related public. It develops, executes and evaluates a program to earn public understanding and acceptance.

Elements of Public Relations 1. Human Relations It is getting along well with the word public both internally or externally. No person can work independently & everyone who works in an organization directly or indirectly depends on one another. Empathy Empathy means feeling with the other person to analyze others point of view and is regarded as primary pre-requisite for a satisfying experience in a relationship where a certain degree of depth of understanding is expected. Persuasion These 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 pursuing him this is called Depotism. 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 and appreciate the cause and 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 reason able exchange of ideas bringing onto view of a new form of knowledge, the use of dialogue is for influencing behavior like selling goods or inspiring innovative ideas.

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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 internal public and a public external to the organization. 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. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. To promote mutual understanding To avoid the risk involved in misunderstanding To win friends To influence people To change the behavior and attitude of the public To enhance the patronage from the various sections To help in fund raising To persuade individuals, groups etc. To connect misconceptions and clarify on criticism of its policies and practices To promote goodwill To create and maintain the image or reputation about the company To forestall attack by the competitors or opponents To undertake a public relations education program To help the public to love life and work for better or for worse without conditions To improve internal staff relations To liaise, counsel and advise To provide information about the activities of the company to the press and writers To prepare and supply the public with information about the organization like price, quality, export, employment, and other special features To ascertain public opinion, conduct opinion research, and understand public attitudes on the organization, profession and practice To sponsor dealer and distributor relations schemes To undertake programmes like sales training courses for retailers, wholesalers To establish press relations, publicity articles preparation, press releases, photographs To communicate with the employees on their benefits, accident prevention, labour relations and collective bargaining To undertake a campaign of public education about an industry or profession and its contribution to the public To establish relations with federal and state legislators and agencies

Functions of public Relations The functions that are to performed by a public relations department may differ from organization to organization depending upon the nature and activities of a particular organization. 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 organization. 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 decision. Its function is not merely to provide the policy mainly to the top management but also to other sections and divisions.

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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. Product Publicity Corporate publicity is different to 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 communication media. The department has to develop and execute the promotional product publicity campaigns. Relations with Government Relations with government cannot be overlooked. In all spheres of activities the government interferes, 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 includes: i. ii. iii. iv. Advise actions as needed Report trends in government affecting the company Help in preparing and directing corporate appearances before investigating bodies of legislative hearings Direct programmes designed to promote the companys point of view in legislative or regulatory matters

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Community Relations Community contacts should be planned. It is the performance and/or coordination of corporate good neighbor activities, including compliance with environmental protection standards, fostering equal employment opportunity, cooperating in urban improvement programmes, and developing community understanding of a companys problems and needs. Shareholders Relations Relations with the corporate stockholders are 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 companys 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 meeting of security analysts. Promotion Programmes Public relations promotion programmes should be formulated and implemented. This may broadly cover institutional promotion programmes designed to build corporate acceptance of key policies, institutional advertising, public relations literature and special events. Donations A corporate donation policy should be develop for company contributions. Various aspects involved in this function are processing request for donations administering companys foundation, and the conduct of employees solicitations for approval drives.

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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. 11. Coordinating Activities 12. Conveying and Interpretation 13. Advisory Functions 14. Instructing by doing 15. Public Relations Education Programme 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. Communication with the shareholders may cover many subject matters such as: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Issue of the certificate Share transfer application and procedure Certificate of transfer To mobilize funds, pay dividend, interest on fixed deposits received To issue dividend warrant, proxy form, dividend coupon To issue notices, agenda of the various meetings To respond to correspondence received from them Correspondence relating to calls, forfeiture, transmission Communication on matters relating to statutory requirements etc. Describing organizational problems and objectives of the company in terms of special current developments in the companys folder and other stockholder communication 11. Drafting and circulating to all stockholders a transcript of highlights of the annual progress at the companys annual meetings 12. Giving response to each stockholders inquiry which must be prompt to create goodwill 13. Informing by way of circulating or distributing to all shareholders occasional reprints dealing with developments vital to them

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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. Public information consists of: a. b. c. d. e. Preparing and distributing new releases concerning the company to create public interest Public meetings, press conferences between the company and representatives of the press, radio and television To have a regular and prompt press information service and to answer enquiries from the press and radio Releasing periodic advertisements in the mass media circulating throughout the country, and also in respect of certain commodities and information to customers directly General public communication covers personalized mass mailings to the editors of newspaper, magazines, radio and television directors, educational institutions, religious institutions, public relation offices, officials and other local opinion leaders. Motion pictures are other important media for public communication which portrays the companys operations highlighting the economic advantages of the companys area of operations. Mass media are the gateway of the company for communication with the public. The public relations department of the company is mainly responsible for promoting goodwill among the outside.

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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 organization. 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 mustve communicated promptly. It is the communication which establishes the contacts with the customers. Customer communication helps to establish a relationship with customers who buy and are the sources of products. The media used for advertisements can also be used effectively to reach the customers. It is the responsibility of communication: 1. 2. 3. 4. To prepare welcome letters, personally addressed, signed by the chief executive officer to all old as well as new customers. Customer information should include helpful and desirable information concerning prices, uses, after sale facilities etc. Media like pamphlets and booklets printed in an attractive manner summarizing the companys product etc., are the purpose of communication. Enclosing handouts, progress reports to each bill or to each correspondence mailed to customers. This acts as a repetitive reminder to the customer about the company.

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Prompt response to all inquiries made by the customer promotes and builds confidence and goodwill. Effective written communication promotes a friendly understanding of company policies. Preparing brochures and other informative folders directed to specific customer groups like fanners, small business, women and other special users.

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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 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 the 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, industry policy etc. Government communicates national objectives, priorities, achievements and programmes 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.

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Dealer Relations A communication network should not overlook the importance of dealer communication. The dealer is a trader who carries on the business of buying and selling the 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 communications. 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 communications. The method of communicating with the dealer will vary depending upon the nature of the product, distribution and, media of communications. Communications with a dealer is quite different when the distribution is made through agents. 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 new sheet. This carries relevant information 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 dealers 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.

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Inter-organization Relations No business organization can exist in isolation without connections and dealings with other sister business organizations. 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, inter-locking directorship, inter-corporate dividends, inter-corporate holdings and inter-corporate 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 organization 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 organizations march, social responsibilities discharged and getting their employees informed about the movement of employees in comparable organizations. 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 organizations on various functional performances highlights the points of strength and weakness in individual company performances. Inter-firm information exchange facilitates inter-firm comparison, which provides an objective and realistic measurement of comparable efficiency of the firms inter se. the inter-firm messages on operating performance, financial results, product cost structure, sales trend, market potential etc,. in relation to firms of similar size, capacity, nature, industry or trade present a vivid picture of comparative strong points and weak points. The firms ca improve their activities accordingly. Firms thus supply information reports on their activities in the form of ratios, figures etc.

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Complaints Public relations firmly believe in openness and honest communications. Public complaints, suggestions and response constitute a complaint communication system. The public is any group of people which shares a common interest. An organization with its effective communication talent has to establish and maintain mutual understanding between an organization 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. Correspondence with the company is a good means of communication, in particular, face-to-face conversations is still effective. Acknowledging a complaint and giving a decision without delay promotes goodwill. It is social responsibilities of a business as a form of activity to entertain and be responsive to complaints and suggestions. The social responsibilities of a business entails obligations which a business owes to society. Communications set in all spheres of enquiries, complaints and suggestions.

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 judgment, which will result in willingness and to think straight, and in a thoroughness and promptness of decision.

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Ability to see the other persons 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. Integrity, in the sense of mental honesty. A restrained self-confidence, coupled with initiative and resourcefulness. A balanced temperament particularly the absence of such traits as emotional instability, a sense of marked inferiority, forcefulness and self-centered outlook.

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Need for Public Relations The need for public relations is clearly explained in the points below: 1. 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 receiving information which is guaranteed by the constitution. 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 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 suspicious, which builds up understanding, and creates confidence. This is what we call public relations. 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 consist 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

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with the public, to fulfill a kind of interpreters function towards the public and to control communicative reactions. 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 attention of public by big public announcement to a commodity or service with the aim of selling it. Advertising may also be defined as the purchase of space in the press, or time over the radio and television to promote the sale of products or ideas, and to build up the corporate image of an institutions. Advertising is one of the forces of modernization and cuts across ideologies. Any advertising campaign should contain in it the broad ingredient 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. Public Relations Advertising It is discusses the problem, policies, social philosophy, or economic goals of a company or industry, illuminates some aspects of the nation 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. 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 on the handicapped. Also encouraging cultural activities, tourism, secularism, buying of unit trust certificates, voting in national elections, reducing prejudices, and other worthwhile causes.

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Publicity Publicity is the technique of telling the story of any organization or cause. It is 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 expression where the medium is not paid for; whereas advertising consists of paying for the medium to get the story told. Advertising vis--vis Publicity If public relations maybe broadly considered, as it is by many, as the act of write living, or being a good citizen, publicity is the act of telling the world about right living or good citizenship. The role of public relations is to make a light worth projecting. The art of publicity is the act of projecting the light.

Propaganda Propaganda describes the political application of publicity and advertising, also on a large scale, to the end of selling an idea, cause, or candidate or all three. It was first given general currency by the roman catholic church to refer to the dissimilation of its doctrines. There are two types of propaganda. The rational propaganda in favour of action that is 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 anybodys 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 Satows 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-ordinated scale, to the end of selling a product or products. Campaigns Campaigns consist of concerted, single-purpose publicity programmes, usually on a more or less elaborate scale, employing co-ordinated 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 groups 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.