ESSENTIAL QUALITIES OF GOOD PUBLIC RELATIONS for PR in LIC-265

Design of study

In today’s modern and fast world Insurance is gaining a lot of importance. Thisobviously means that the Insurance organizations are also prospering, yet they practice

PR.

So to know what are the activities they perform I have taken the topic of PR.

Objectives behind the project:-

1)To get an insight through the concept of PR.2)To know what are the activities performed by LIC.3)To see whether what is being described in the theory of PR whether it is exactor not

Limitations of the project:-

The project includes only those theory aspects which are very essential for understanding the art of PR very well.Also it includes the PR campaign of only one company because in the field if Insurance LIC is the one who has a very good PR campaign.

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HISTORY OF PUBLIC RELATION:-

Public Relations as a term was first formally used by ‘

Thomas Jefferson’

in theyear 1807 ,while drafting his seventh address to the congress delegates when hescratched out the words “State Of Thought” and wrote “Public Relations” instead.Informally Sir Walter Raleigh used it even earlier during the Land RehabiliationMovement , while persuading people from different parts of America to settle in therural parts of Virginia. This was the first organized effort to win and mobilize publicopinion. In India , the term of course gained importance later through the PublicRelations Society of India (PRSI) in 1958.

Meaning And Introduction:

Public Relations, commonly called as PR is an activity aimed at increasingcommon & understanding between an organization or individual & one or moregroups called Publics”.

What Is Public?

Public is a group of similar ideas, an assortment of persons having the sameinterests, problems, circumstances & goals. They vary in their forms & sizes theyhave a multitude of wants & desires. Each group has its own likes & dislikes. Groupcan 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 & everyone tries to attract a district audience with its variedtools & techniques. A public may also be made up of a no. of individual’s who areunorganized & hard to identify but who for widely varied reasons have a commoninterest in the matter at issue.Today, however, when modern means of common make vast number of peopleaware of controversial issues & common interests, publics tend to be large &impersonal. These publics involve people who are not known to each other & arewidely distributed over the country, or even among a number of countries. Themembers of such public rarely meet each other face to face or have much direct

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communication. The impersonal but powerful publics are numerous in today’s highcomplex society.But finally the public is any group of people who share common interest.

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 interactiontaking place between two individuals, group or departments. To understand anyrelationship, therefore it is necessary that one understands the wants of those involved.The term PR is also applied to the profession responsible for handling suchassignments. Corporations, govt. agencies, politicians & entertainers are among thesewho use public relations. Their publics vary from employees & shareholders to anentire community or members of the news media. The communication between anorganization & its public ranges a simple news release to a sophisticated campaignfeaturing films, ad’s speeches & television appearances. Such communication is aimedat 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 willnot support it. PR experts help an organization learn what the public wants & thenestablish policies that reflect concern for public’s interests.PR generally is practiced through:-

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Corporate PR dept

:- In a corporate department, specialists handle corporatePR activities for only that company.

2.

PR Agencies

:- In agencies specialists carry out PR activities for severalcompanies

3.

Public Information Departments

:- Non-profit organizations like colleges andGovernment agencies have public information departments that work tostrengthen the image of the organization.

Definitions of PR by some renowned people:

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