HRM -10 : HUMAN RESOURCES MANAGEMENT AND SERVOCE INDUSTRIES Since the devolepment of mankind ,after getting civiliazied man

has discovered that he can not Manufacture the things fully he wants slowly trade and commerce began giving berth to various kinds of services travel, hotels, banking , insurance and others.the growth of service sector signifies development of economy. In USA services contribute 75 % of GDP , Phominally though ours is agricultural economyWe have 45 % of national income from services sector.

IMP ASPECTS OF In recent times various kinds of services have been evolved as against traditional services ,like telecommunications, internet, management consultancy, placement services etc.another interesting aspect of services is that in most of services service giver and the custmomer are very close to aeach other i.e face to face viz. the lawyer and client , the consultant and his cutmoer , the insurance agent And his prospect , the sales man and his buyer are close to each other .this makes the customer to identify the service with service provider. Few enlighted insurance agents have got such a high esteem at their policyholders trust them and are preferred than any other agent that , they can not go for insurance with other agnet.we can see this phenomenon of identifying the service with the person is most pronounced in health care.people naturally go only to family physians for treatments Another imp aspect service s that when a service fails the it is very difficult win the customer trust back.unlike a product like aay a torch light which can be repaired or even replaced a failed serviceCan not be repaired or replaced.we will have to render a fresh servce to customer and try to make him happy. MOMENTS OF TRUTH: These are any incidents ,however small, in which a customer comes into contact With an org and foems first impression,which is likely to last for ever in his mind. He/she is likely to judge the org on the besis of thjs impression The moments of truth could be any thing the sigh of post office , the courtesy shown By employees etc.Interaction with human beings is likely to remain longer as moments of truth than

Mere physical sighs. Unlike manufactured goods, services can not be stored on shelf of the shop.nor we can try to give a sample to the cutomer or allow him to examamine it. Above all there is no question of storing unconsumed services for future consumption.the vacant seats of flight are of no use when it takes off,similarly vacant rooms in hotel, vacant seats in cinema.The feedback from customer can only be helpful in improving future services which has already been rendered. Above all the efficiency of services depends to a larger extent on customer himself/herself.Since customer’s expectations may vary accordingly it is difficult to standeredize the serviceon basis of customer’s expectations.In services services provider must act as per the directions given by customerAnd perform them.For ex a lady going to beauty parlour mau say that she wants her hair to be trated this or that way. Customers desires and expectations have had undergone rapid changes that they prefer more than One service to be rendered at single point. From so the single window concept has been evolved. They prefer to go for other savings on skock exachenges, mutual funds and so on along with traditional Post office savings to be rendered by single agent .The life insurance industry has been encouraging its agents to try and become financial consultants rather than remain mere insurance agents. Courteous and effciant service provides value addition to products, if same type product ore services Is provided by different outlets .Interestingly one shop might doing well than the other because Of the Courteous provided there in. It all more incumbent upon managers to train their employees in patience, empathy and courtesy. CONCLUSION: All these special features of services casta heavy burden on the service providers who are none other than the people working in organizations.For this reasons human resources managers have to pay special attention to the devolpepment anf motivation of their men angaged in customer service.The staff dealinmg with customers must also be well groomed good business etiques and manners. KEY FACTOR:

The special motivating factor of empowerment has to play a distinguished role in service organizations. The employees must feel a sense of empowerment to render efficient services. people with a sense of Empowerment can be expected to rise to the occasions.

Is it that PR is about reputation, communication or perhaps representing the outside world inside the organisation? Perhaps PR is the part of the company that is the ethics arbiter or provides the capability to foresee danger and 'surprises? All of these things are true to a greater or lesser degree for some areas of practice and not others. A party planner may be horrified to believe that her work might be about advising the organisation on ethics. Each domain of practice has different priorities and forms of activity. This is true of other professions. Book keepers are not the same as auditors or cashiers – these are different skills in accounting. As for accounting so too for PR. So what is it that underlies the practice of PR? It is my thesis that the primary reason for organisations to use PR is to create, sustain, change and nurture relationships in the optimum interests of the organisation and thereby change its value.

In managing relationships we use a very wide range of skills and capabilities. We might use press relations, the web, parties, briefing events and so forth but all are aimed at management of relationships. The management discipline “Managing Relationships”, like accounting is a distributed form of management. It is applied to greater or lesser effect by managers and employees, aided, supported and managed by the relationship management expert/s in the company. But it is far too important to be added to the duties of a marketing director or chief executive. It is far too important not to be managed with good metrics, measures, quality controls and strategy as well and operational planning and execution.

Public relations (PR) is the practice of managing the flow of information between an organization and its publics.1 PR aims to gain an organization or individual positive exposure to their key stakeholders. Common activities include speaking at conferences, winning industry awards, working with the press and employee communications.

Public relations is the management function that establishes and maintains a mutually beneficial relationship between an organization and the stakeholders

PUBLIC RELATIONS AS A MANAGEMENT FUNCTION or how to effectively manage your organization using Public Relations. How others do it – PR theory supported by examples and case studies from all over the world Training objective
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present public relations as an effective management tool which yields business benefits present a model application of skills and knowledge gained in this training present best practices and trends in global PR

For whom?
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top management (presidents, CEOs, directors and line managers) management officers representing the company externally, not involved in PR on a daily basis PR specialists and managers

Form interactive workshops with practical exercises based on a maximum number of global case studies Results You will know

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how to build company value using good PR communication how to clearly position your brand using public relations how and when PR communication yields measurable business benefits how to effectively reach your target groups how to effectively combine PR activities with other forms of communication (ATL, BTL) how to effectively manage communication to media and business partners to gain the best market position how to draw on the best European and global experiences and PR practices global trends in PR - a case study how to survive tough times with open communication what can be lost and gained by communicating in crisis why is it necessary to be prepared for a crisis situation how to prepare good crisis management how to transform a crisis into success with open communication how to manage media communication by understanding the role in contemporary business and their impact on the market success or failure of an enterprise

0 Differences Between Advertising and Public Relations
By Apryl Duncan, About.com

See More About:
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advertising campaigns advertising rates advertising vs. public relations getting started in advertising press releases

Advertising Ads PR Promotional Agencies PR and Advertising Creative Advertising Advertising Jobs If you're searching for a career or trying to promote your company, you may have questions about advertising vs. public relations. These two industries are very different even though they're commonly confused as being one and the same. The following ten properties just scratch the surface of the many differences between advertising and public relations. 1. Paid Space or Free Coverage
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Advertising: The company pays for ad space. You know exactly when that ad will air or be published. Public Relations: Your job is to get free publicity for the company. From news conferences to press

releases, you're focused on getting free media exposure for the company and its products/services. 2. Creative Control Vs. No Control
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Advertising: Since you're paying for the space, you have creative control on what goes into that ad. Public Relations: You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them.

3. Shelf Life

Advertising: Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release. Public Relations: You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine.

4. Wise Consumers

Advertising: Consumers know when they're reading an advertisement they're trying to be sold a product or service. "The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly," Paul Flowers, president of Dallas-based Flowers & Partners, Inc., said. "After all, they know we are trying to sell them."

Public Relations: When someone reads a third-party article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising. "Where we can generate some sort of third-party 'endorsement' by independent media sources, we can create great credibility for our clients' products or services," Flowers said.

5. Creativity or a Nose for News

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Advertising: In advertising, you get to exercise your creativity in creating new ad campaigns and materials. Public Relations: In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media. Before deciding whether to use advertising, clarify what you are trying to achieve.Your ultimate objective is probably to increase sales. But your promotional activities may focus on intermediate objectives that make sales and other business objectives easier at the end of the day. Draw up a list of SMART objectives (specific, measurable, agreed, realistic, timelimited), against which you can measure the effectiveness of your campaigns You may need to create awareness of something, or change customer attitudes. You may need to convey a specific one-off message to your market. You may need to prompt specific action, such as the customer visiting your premises. You may need to address your existing customers, rather than win new ones

One Definition of Advertising
Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

One Definition of Promotion
Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions.

One Definition of Marketing
Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different than that for another product. Marketing activities include "inbound marketing," such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services. "Outbound marketing" includes promoting a product through continued advertising, promotions, public relations and sales.

One Definition of Public relations
Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

One Definition of Publicity
Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers decide what will be said.

One Definition of Sales
Sales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services). A sales plan for one product might be very different than that for another product. marketing strategy[1] [2] is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. It is partially derived from broader corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.

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