PUBLIC RELATIONS

Process and practice

STEPS
Scan the environment
Develop a communication plan
Implementation of plan
Evaluation of the impact
 PR Window
1. Scan the environment

Feed back Feed back

4. Measure the impact 2.Communication plan

Feed back Feed back

3.Communication plan
Implementation
SCAN THE ENVIRONMENT

Know something of every thing and every

thing of some thing
Target publics
Socio economic situation
Political structure
Religious faith, belief, myths
Group dynamics
Education
Cultural ethos
Media habits
TARGET PUBLICS & EXPECTATIONS

publics

External
Customers
Dealers
Internal Shareholders
employees Vendors
Media
Govt
legislators
SOCIO ECONOMIC SITUATION

Micro and macro indicators

Population and man power
Literacy level
Poverty alleviation
Wages and unions
Agri and food situation
POLITICAL ENVIRONMENT
Right to information
Take copies of documents
Inspection of the documents, work and
records
Take certified copies of material work
Obtain information in the form of print out,
diskettes, tapes etc
RELIGIOUS FAITH, BELIEF, MYTHS

Religion Holy book prophet

Hindu Vedas, Gita, epics Rama, siva
Islam Koran mohammed
Sikhism Holy Granth Sahib Adhi granth & 10
Gurus
Christianity Bible Jesus Christ
Buddhism Tripitaka Buddha
Jainism Jinvaani Mahaveera
Parsi Zendavista Fire god
DEVELOP A COMMUNICATION PLAN

Communication- importance
communication plan
communication media strategies
communication message strategies
Message transmission strategies
COMMUNICATION PLAN

Mission , vision statement

Punch line and logo
Consider mnemonic device
Design Communication materials e.g
handout, brochures
Prepare newsletter, press lease, speeches,
presentations in advance
Design visual communication
Create activity calendar
Develop budget and get approval
MEDIA STRATEGIES
Importance comm program
Identify TG - social pyramid
AIDAS
 PROCESS OF ADOPTION OF
AIDAS
AWARENESS INTEREST DESIRE ACTION SATISFACTION
Know new Get more Mental trial Actual trial Satisfied and
ideas information adopted
Mass media Mass media Personal
Radio, friends Evaluation Use idea Experience
TV,press with F &N
Magazines , Neighbors Compare with satisfaction
friends friends
Neighbors Dealers Check with Match with MM Share with F &
dealers salesman mass media information adopt the
ideas
salesman salesman
COMMUNICATION MEDIA STRATEGIES
A1
B1
E
D
C 1&&E2
B2
A2
MESSAGE STRATEGIES
Chances of back fire
Selection of forum
Vocabulary
Celebrity involvement
TRANMISSION STRATEGIES
The selection of right media to right people
Wrong choice leads to waste of money, time
Knowledge about media habits of TG
Routes of creating hype Media relations and
paid advertisements
Soft and hard stories of the brands flows from
media relations
Exclusive strategy for MR
Publicity is free when the information is news
worthy
Free credible word of mouth information
ADVERTISING
Mission, money, message, media,
measurement
Perception oriented ad
Institutional ad
Corporate image and identity ad
Consumer confidence reinforcement
Ad in crisis situation