Chapter 14

Public Relations
Public Relations
According to Institute of Public Relations
(IPR) public relations practice is the
deliberate, planned, and sustained effort to
establish and maintain mutual
understanding between an organization and
its public.
Types of Public Relations
Corporate Public Relations: Stakeholders
-Internal PR: Employees
-Public affairs: Govt. , regulatory authorities,
local communities.
-Financial PR: Banks, shareholders, investors.
-Media PR: Radio, television, trade related
press.
Marketing Public Relations: Suppliers,
distributors, competitors, customers.
The Process of PR
(1) Understanding public attitude
PR planning
Identifying impending (future) crisis
situation
Preparing the organization to handle crisis
situation
Improving the organizations
communications with the publics.
The Process of PR
(2) Developing a PR plan
Step 1 Need Assessment
Step 2 Planning: Details about target
public, tactics, strategies, timeframe,
budget, message, tools to be used.
Step 3 Implementation
Step 4 - Evaluation
The Process of PR
(3) Implementing the PR program: Media to be used to
implement the PR program:
Personal Communication
Printed Communication
Press Release
Visual Communication
Films
Television
Exhibitions
Sponsorships
Measurement & Evaluation of PR
Effectiveness
It involves measurement of the success or
failure of PR strategies, activities, and
tactics in producing the desired output,
outtakes and outcomes.
PR Evaluation Process
Setting specific measurable PR goals &
objectives
Measuring PR Output
Measuring PR Outtakes
Measuring PR Outcomes
Measuring Business or Organizational
Outcomes

Measuring PR Output
Result generated in short term.
Media output measurement options are:
-Impressions
-Ad Value to PR
-Cost
-Reach
-Prominence
-Message Delivery
- Tone
-Share of Ink
-Share of Voice
Tools for Measuring PR Effectiveness
Tools for Measuring PR Output: Media content,
Cyber space, trade show & event measurement,
public opinion polls

Tools for Measuring PR Outtakes: Awareness &
comprehension, recall & retention.

Tools for Measuring PR Outcomes: Attitude&
preference, behavior measurement.

Tools for Measuring PR Output
Media Content Analysis: Length of the
Report, Placement of the report, Subject of
the topic, Key messages, Visuals,
Favorability
Cyberspace Analysis
Trade show & Event Management
Public Opinion Polls
Role of Public Relations in Crisis
Management
-Rules to be followed in a crisis situation:
Appoint a single formal spokesperson
Be open and honest
Gain employee trust
Address public concerns
Legal limitations