Public Relations,

Publicity &
Propaganda

Module-III
Faculty-Rema Gopalan
 Public Relations…defined as…
 “Public Relations is the deliberate, planned and
sustained effort to establish and maintain mutual
understanding between an organization and its
publics.”- Institute of Public Relations, USA

 Public Relations is establishing the relationship

among the two groups (organization and public).

 Art or Science of developing reciprocal

understanding and goodwill.
Contd…

 It analyses the public perception & attitude,

identifies the organization policy with public
interest and then executes the programmes
for communication with the public.
Origin of Public Relations
 Thomas Jefferson (1807) used the phrase
"Public relations" in the place of "State of
thought" while writing his seventh address to
the US Congress.
 In India, Great Indian Peninsular Railway
Company Limited (GIP Railways) carried on
publicity in Public Relations campaign in
England for promote tourism to India through
mass media and pamphlets.
Contd…

 During the time of First World War a central

publicity board was set up at Bombay (now
Mumbai) for disseminating war news to the
public and press.
 After Second World War the Public Relations
activity gained importance both privates as
well as Government started Public Relations
campaigns.
Publics of Company :
 A public is any group that has an actual or potential
interest in or impact on a company’s ability to
achieve its objectives.

 The Public of a company are-

employees, suppliers, intermediaries, government,
financial community, local communities/pressure
group, the media
Public Relations

The
The Role
Role of
of
Public
Public Relations
Relations

Executes
Executes
Evaluates
Evaluates public
public programs
programs toto gain
gain
attitudes
attitudes public
public
acceptance
acceptance
Identifies
Identifies issues
issues
of
of public
public concern
concern
Functions of Public Relation
 Press release- presenting news & information of the
organization in the most positive light.
 Product publicity- sponsoring efforts to publicize
specific products.
 Corporate communication- promoting
understanding of the organization through internal
and external communications.
 Lobbying- dealing with government officials to
promote or defeat legislation and regulations.
 Counseling – advising management about public
issues, and company position and image during
good times and bad.
Public Relations Tools
New
NewProduct
ProductPublicity
Publicity

Product
ProductPlacement
Placement
Tools
Tools
Used
Used By
By Consumer
ConsumerEducation
Education
PR
PR
Professionals
Professionals Event
Event Sponsorship
Sponsorship

Issue
IssueSponsorship
Sponsorship

Internet
Internet Web
Web Sites
Sites
Publicity or Marketing PR
 Marketing of public relation was earlier known as
“publicity”.

 Publicity- the task of securing editorial space – as

opposed to paid space- in print and broadcast
media to promote or “hype” a product, service,
idea, place, person or organization.
Publicity….
 Now companies are turning to MPR to support
corporate or product promotion and image
making.
 MPR goes beyond simple publicity and plays
important role in –
o launching new products
o repositioning mature products
o building interest in product
o influencing specific target groups
o building favorable corporate image
Major tools in MPR
 Publications
 Sponsorships
 Events
 News
 Speeches
 Public services activities
 Identity media.
 Propaganda
 Is the dissemination of information aimed at influencing the
opinions or behaviors of people. Or

 Propaganda is a subset of rhetoric, in which the speaker or

writer attempts to manipulate the audience with emotions or
fallacious reasoning.

 Propaganda is the manipulation of ideas, images, and

symbols to persuade a large group of people to think a certain
way.
 The goal of propaganda is to prevent people from questioning
the message or from thinking critically outside the parameters
of the message so that the message is considered an
unchallengeable truth.