Public Relations Management

SYBMS

What do you understand by PR?

Definition
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The deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics.

Who all constitute of public?

Why PR?
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Complex Structure of Industry Communication Revolution Keen Competition Emphasis on Employee Relations Development of Literacy and Education Need to Communicate Clearly and Truthfully

Objectives of PR
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Human Relations Free Exchange Better Relations Suggestions and Complaints Discourage Misinformation Understanding Influencing Dialogue Persuasion

Scope of PR
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Promotional Opportunity New Image Competitive Challenge Rumour Crisis Conflict of Interest Ineffective Communication

Elements of PR
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Human Relations Empathy Persuasion Dialogue Communication

ORGANIZATION OF PR IN CORPORATE BODIES

Role of a PR Manager
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Aid in policy making, interpreting and adopting. Training for PR department staff Develop a mechanism for meeting buyers, investors, consumer organisations, etc Develop internal and external communication system Prepare different literature matters for different medias Convey and interpret to management public opinion Instruct advertising agents on all matters relating to financial and annual reports publishing, advertising, etc. To control PR department and implement plans.

Essential Qualities of a PR manager

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Character and integrity A sense of Judgement and Logic A broad cultural background Truthfulness and Discretion Objectivity Intuition A deep interest in the solution of problems Ability to think creatively and imaginatively Effective powers of analysis and synthesis Intellectual Curiosity Training

Management Expectation from PR

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Aid in internal communication through magazines, newspapers ,etc Make the message newsworthy Information centre Eyes and ears of the organization and respond positively PR manager works in 8 different areas:
Writing Editing Placement Planning of special events Layout and technical broadcasting and film Counseling and advising Speaking Institutional Advertising

PR Department
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Relationship with management, employees and external public. Perform functions such as Publicity, Advertising and industrial relations A staff function Aids other departments in achievement of objectives Advising line managers

Structure of In- House PR Department In-

CEO

Chief of PR

Deputy Chief of PR

PR setup

House Journal

Corporate PR

Print Publications

Media Relation

Photography Unit

Pros and Cons

Pros y Full time Service
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Direct access to decision makers More effective during Crisis communication, investor relation and consumer communication Value for money

Cons y Lack of knowledge on PR activity of other organizations

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Lack of access to information from outside sources Inefficient PR persons Lack of unbiased behavior due to loyalty to organization

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Functions of a PR department
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Policy Publicity Relations with the Government Community Relations Shareholders relations Product Publicity Employee Publications Donations Promotion Programmes

PR consultancy
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Big business Globalization of operations, need for continuous innovation and specialized advise leads to increase in demand for consultants Main reasons to look at consultants:
Advice for coping with change Provide efficient support services Provide advice

Pros and Cons

Pros y Can be done away with if found inefficient
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Cons y Half hearted performance

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Divided loyalties Lack of continuous functioning Lack of knowledge regarding the organization No direct access to decision makers

Unbiased and impartial Locational Advantage Better equipped

Wider range of experience and exposure

Case Study- Anjali Appliances Studyy y y

ABC consultant is a public relations consultancy bureau. Anjali appliances is a client of ABC consultant and are the manufacturers of durable consumer goods like electronic irons, toasters, fans, heaters and the like. It is a medium size industry. It cannot bear the burden of heavy excise duty and surcharge. There is no way but to think in terms of increasing the prices.

Problems in the case

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Increase in prices would prove non-competitive and will pay the way for large scale industries manufacturing similar consumer durables. The medium and small scale industries would not be able to compete with the large scale industries. ABC consultant is now faced with the problem of presenting its clients case first to its internal public viz. the workers, government officers and consuming public and then others

Task
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Assuming that you are a public relations officer of ABC consultant, prepare a PR Action plan.

Possible Solution
Call a press conference by inviting press representatives from the trade, technical journals, daily newspapers, weeklies and other print media. y Prepare a case study on how the increase in taxes affect the sales and production, ultimately hitting hard at the profitability and growth of the industry as a whole which may liquidate medium and small scale industries. y Issue press releases and handouts at press conferences and send out such literature by post to almost all print media in the country. y The case to be presented to appropriate government authorities with copies to various bodies mentioned and to the parliamentarians and members of legislatures.
y

Continued
Placing advertisement in newspapers, informing consumers how the hike in tax would force them to increase the price and how such a situation would deprive the middle class consumers of owning such time saving gadgets for their homes. y The advertisement should be so well worded that it should appeal to all classes of people which will ultimately mobilize public opinion against the government proposal for a tax hike.
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SELECTION,TRAINING AND DEVELOPMENT OF PR STAFF

Introduction
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Most public relations workers have a college degree in journalism, communications, or public relations. Need for training PRSI conducts various programmes on PR Indian Institutes of Mass Communication, Film and Television Institute of India are some of the training centres of PR. The public image of any organization depends to a great extent on the initiative, drive, sustained enthusiasm, competence and technical know-how of the PR personnel. Main objective for training PR personnel improve their skills and encourage them to grow and be competent enough.

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Need for Training

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Change in Environment Social Change Competition New media of PR Separation of ownership and management Emerging profession Necessity to Liaison

Methods of Training
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On the Job Methods

Coaching Understudy Job Rotation Selective Reading Committee Assignments Special Projects

Continued
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Off the Job Methods

Special Courses Case Study Conferences Sensitivity Training Simulation Management Games

Benefits of Training
To the Employees
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To the Employers
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Confidence Promotion Higher Earning New skills Media Handling Adaptability

Higher Productivity Reduced Supervision Minimise Wastages Quick learning Higher Morale Stability and Flexibility Meeting Future Requirements

Public Relations Society of India (PRSI)

Established in 1958 y Membership is divided under four categories:
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Individual Associate Corporate Student

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Activities of PRSI:
Enhance efficiency of PR people Provide facilities for exchange of ideas and experience Raise the standard of PR practices Publish journals, newsletters and other publications Undertake periodic review Arrange workshops, seminars, etc Extend advice and guidance

PR AND EMPLOYEE RELATIONS

Introduction
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Sharing of a Common vision. Understanding the employee and employee communication. Internal communication includes vertical, horizontal and diagonal communication. Employees need correct and thorough information.

Employee Communication and Media

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Print Media Electronic Media Visual Media Others

Downward Communication
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Superiors to Subordinates. May be circulated by oral or written media. Purpose:

Specific task/ directives Information on policies, practices and procedures Feedback on performance Organization mission and goals Information that produces understanding of a task

Media for Downward Communication

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Written orders Bulletin boards Posters House Journals Letters Booklets, pamphlets, handbooks Public Address System Grapevine

Upward Communication
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Subordinates to Superiors. What can be communicated upwards:

Reports Suggestions Complaints Grapevines

Purpose:
Create receptiveness of communication. Create a feeling of belongingness through participation. Evaluate communication. Demonstrate a concern for ideas of each individual.

Media for Upward Communication

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Suggestions Counseling Complaints Opinion Surveys Exit Interviews Meetings Open door policy Collective bargaining

Essential Guidelines for effective communication within the Organization

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Never Create a distance between yourself and the workforce. Keep communicating. In spite of MIS, senior managers should communicate personally. Praise as well as reward. Never make instant promises. Communication with the union leader to be clear cut. Participative communication rather than just instruction.

Warning Signals and cautious footsteps for PR Personnel

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Dont try to achieve too much in a hurry. Remember the key players and the workers and their unions. Know the entire structure and working of the trade unions. Take criticism positively. Be patient. Help develop a feeling of commitment to the organization's objectives.

Suggestion Scheme
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Enables employee involvement and communication. Can be used for suggestions on optimum utilization on resources, increasing profitability, way to improve quality of work, etc. Help in motivation and increase in productivity.

Importance of Mannerism
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Good Business Etiquettes:

Be pleasant to everyone Let people know that you appreciate their work Keep records of people who matter to you and acknowledge their success Always return calls Never be rude Never make anyone wait Never be late Be well dressed Learn everything about the customer

Body Language
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Expressions:
Facial Frown- Displeasure, unhappiness Smile: Friendliness, happiness Raise Eyebrows- Disbelief, amazement Narrowed Eyes, Pursued lips- Anger

Eye Contact
Glancing- Interest Steady- Active listening, interest, seduction

Gestures
Pointing finger- Authority, displeasure, lecture Folded arms- Not open to change, preparing to speak Arms to side- open to suggestions, relaxed Hands uplifted outwards- Disbelief, puzzlement, uncertainty

Continued
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Body postures:
Fidgeting doodling- Boredom Hands on lips- Anger, defensiveness Shrugging shoulders- Indifference Square stance- Problem solving, concerned listening Biting lips, shifting- Nervousness Sitting on edge of chair; listening, great interest Slouching on chair: Boredom, lack of interest