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 Public Relations Defined

‡ A process of engaging the target market segment

in an interesting way so that it responds favorably
to the indented communication and thus develops a
favorable image of the brand or of the company.
 ihe Process of Public Relations

Determining and Evaluating Public Attitudes

Establishing a PR Plan

Developing and Executing a PR Program

Measuring Program Effectiveness

PSO Public Relations efforts on the Go !
 Advantages of Public Relations

Personal
iouch

Image Diversity of
Building tools

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Cost
Effectiveness
=eakness of Public Relations

Measurability of Result

Recency of Domain

Paucity of Good Professionals

 Research on Public Relations

Provides input for Serves as an ³early

the planning process warning system´

Increases
Secures internal
communications
cooperation, support
effectiveness
 ðnderstanding the PR Publics

     
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ihose that
ihose that are
involve people
outside the
inside the
organization.
organization.

 
Employees of a Customer,
corporate Suppliers,
organization Govt.
 Communicating with Internal Publics

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PSO Health &
Newsletters Safety at work.

Bulletin boards

Direct mail

Annual reports
Communicating with External Publics

  

 
=ateen initial
Public relations ads public offer

Press releases

Conferences

Research reports
Measuring PR Effectiveness

Contributions made?

=hat was achieved?

Quantitative measures?

Quality?
 iypes Of Public Relations

‡ Media Relations:
iwo main functional streams:
ã Editorial Side.
ã Advertising Side.

Focus is on the editorial side. Hence journalists

become the ones with whom good relations need to
be developed and they need to be treated kindly.

³=ine and dine the journalists.´

 iypes Of Public Relations

‡ Corporate Public Affairs:

Developing a favorable image of company in the
mind of its target publics through investment in
socially responsible causes. Often knows as
³corporate social responsibility´.
 Crisis Management

-Natural Disaster.
-Image damaging disaster
Image Damaging Disaster
Image Damaging Disaster
Employee Relations
 Financial Relations

-Debt
-Equity
 Marketing Public Relations

-Handling Media
Monitoring =ebsites
Blogging
iools of Public Relations

1-Publications
Corporate Brochures
Posters
Fliers/leaflets
-Annual Reports
-House Journal
-Press Kit
 È-Videos and films

Corporate Films
iraining Films
Investor Films
Ö- Special Events and Company Sponsorships
]-Fund Raising Dinners
 Meetings

-Internal Public Meetings

- Internal Public Meetings
s- Social events