PROJECT

ON PUBLIC RELATION
 GROUP MEMBERS:
 UTKARSH ARYA 03
 LAUKIK DABHOLKAR 09
 KAUSTUBH DESAI 11
 SANAL NAIR 29
 ANKIT SANGANERIA 39
 AMOL TELI 48
 RAYON VER 49
 PRATIK YERUNKAR 50
 ACKNOWLEDGEMENT
WE WOULD LIKE TO THANK PROF.
HALDANKAR SIR FOR GIVING US THE
GOLDEN OPPURTUNITY TO PRESENT
THIS PROJECT AND HELPING US IN
THE PROCESS FOR PREPARING THIS
PROJECT. IT IS BECAUSE OF HIM THAT
MADE IT POSSIBLE FOR US TO
PREPARE AND PRESENT THIS
PROJECT.
 What is Public Relations?
Public relations involves the cultivation of favorable
relations for organizations and products with its key
publics through the use of a variety of
communications channels and tools. Traditionally,
this meant public relations professionals would work
with members of the news media to build a favorable
image by publicizing the organization or product
through stories in print and broadcast media. But
today the role of public relations is much broader and
includes:
 HOW TO BE A BETTER PR OFFICER
Required Qualities
professional look (it deals with personal appearance)
writing abilities (style, precision, concision, accuracy)
good communication skills in crisis situations, working under
stress (emotional stability)
good listener
some management skills (evaluating the profit, organizing the
activities)
team worker
computer skills (Internet)….. and last but not least
…..well educated, common sense
 PR RELATED ACTIVITIES

PR may include any of the following activities:

Press Agentry: attract attention to a person, institution, idea
Promotion: opinion making; get support and endorsement for a
person, institution, idea, product, etc.
Public Affairs: community relations/governmental relations
Publicity: placing information in the media
Advertising: buying time/space for ads
 The Public Relations Plan
We will be covering the Plan in the following manner –

• Introduction – The necessity to preserve the water bodies

• Objectives and Goals – What we look at in the PR Plan

• Target Audience – The people we really need to look at

• Tools – How we reach to the Target Audience

• Conclusion – The planning concluded, work shall begin

 Introduction
• In India, there are numerous water bodies, out of which more
than 95% of them get contaminated everyday.

• In the industrial areas, and the ‘big’ cities, pollution is High on

water bodies close by.

• NGO Boond has started the water preservation campaign to help

preserve the water bodies.

• NGO Boond has begun the campaign in Mumbai, also plan to

spread to other parts of the country.
 Objectives
 Themain objective of NGO Boond is to preserve the
water bodies.

 The main objective of the PR Plan is to ensure the

visibility and support for NGO Boond.

 Thepresent objective for NGO Boond is to get the

water bodies of Mumbai cleaned. Therefore, our PR
Plan will target the city of Mumbai
 Goals
 Toclean the water bodies around Mumbai (Dharavi
Lake, Lakes around Thane, Powai etc).

 To
appeal to people for funds/charity through the PR
Tools.

 Toencourage people, especially youth to become a

part/volunteers for this N.G.O.

 To make people more aware towards their responsibility

for the water bodies etc.
 Target Audience
 Our Target Audience would, in general, be all the people in
Mumbai.

More specifically
 We target housewives

 The Youth, and School Going Children

 The Slum Dwellers

 People living close to the water bodies

 Donors/Investors and Socially Responsible Businessmen

 Internal PR

 Distribution of free passes for the Plays and

Dramas.

 Distribution of the NGO’s T-Shirts.

 Also, provision of Meals at all the events.

 Tools
 Press Conference.

 Press Release.

 Announcements.

 Websites, Web Blogs and Net Communities.

 Photography.

 School events.
 Quizzes etc in teen magazines

 Flex and T-shirt Designing competition in College Fests

 Rallies in all parts of the city with distribution of T-Shirt

 Dramas in English, Hindi and Marathi in places such as

Prithvi theatre.

 Short shows on Radio, publicity of our campaign

 Seminars in Hindi, Marathi and English.

 Conclusion
 Thecomplete PR plan is divided into two parts – Short
term and Long term. The long term is for the entire year
with suitable tools with appropriate intervals.

 Eachof the mentioned strategies/tools will be used

together or in rotation all through the year as required to
ensure the goals are being achieved effectively.

 We will frequently follow up on the results of our PR

activity and modify the plan as required.
 What is Advertising?
Advertising is a psychological process of
drawing attention, creating interest,
arousing desire so as to lead the
consumer / customer to the action of
buying / intention of buying.
 Salient Features
 Source of Information
 Identified Sponsor
 Paid Form of Promotion
 Different Forms
 Non Personal
 Persuasion
 Target Audience
 Integral part of Marketing.
 PROMOTION

PUBLIC SALES
ADVERTISING PUBLICITY Personal Selling PROMOTION
RELATIONS
 ADVERTISNG / PUBLICITY
 Not always paid form
 Paid Form of Promotion
 May be negative result
 Always Positive Result
 Planned Effort to initiate
 Planned effort to initiate
& maintain relation
or maintain relation
between
between product / brand
organization &
customer / consumer.
environment
 Marketer has more control
 Marketers has lesser
over advertising
control over publicity.
 Advertising / Personal Selling
 Communication with  Communication on a
many customer / one on one basis
consumer in one shot
 Extreme personal
 Non personal form of
promotion form of promotion
 Use of mass media to  Used for products
appeal to target made to fit for a
audience particular need
 Used for products with
( Machine / soft
mass consumer base
ware )
 HP printers.
 HP plotters
 Advertising / Sales Promotion
 In the present no extra  Immediate extra benefit
benefit apart from to consumer by way of
communicating the free gifts or discounts.
message & giving  Non recurring in nature
information to consumer  Short term approach and
 Advertising is recurring
immediate response in
 Long Term Approach terms of a sale
waiting for benefits
occur.
 Advertising / Public Relations.
 Object is to persuade in
order to sell
 Promotes relationship with
brand / product
through consumption
 Aimed at distributors &
consumers / customers
 Used only for Promotion
 Object is to inform / educate
 Promotes relationship through
human element
 Aimed at every link in the
chain right from the
employees / production unit /
suppliers / distributors /
customers & share holders
 Used for creating mutual
understanding ( take care of
faulty product / bad logistics /
depressed share value.
 Types of Advertising
 Geographical spread
national / local / global

 TargetGroup
Consumer Advertising
Industrial Advertising
Trade Advertising
Professional Advertising
PRESS AND
PRESS AND PUBLIC
PUBLIC RELATIONS
RELATIONS
 DEFINITION
DEFINITION
 PRESS- Various means of communication
e.g.: television, radio, newspaper and various
audio-visual aids.

 PUBLIC RELATIONS- Is a practice of

managing communication between an org and its
public.
 INTRODUCTION
INTRODUCTION
 Press relation part of public relation
 Two way operation and is a link between
the organization and the press.
 The best policy in public relation is to take
the press in confidence.
 Powerful & influential role of press in the
society.
 Organization has separate press office
managed by PR Dept.
 Balanced outlook should be cultivated
towards the press comments.
 The benefit of good relationship with the
press is vital in securing publicity.
MERGING OF
MERGING OF PRESS
PRESS AND
AND PUBLIC
PUBLIC
RELATION
RELATION
 Press and public relation go hand in hand
together.
 Usually Press officer acts as a spokesperson
for the org, but on the other hand takes
guidance from the head of PR dept.
 PRSA- Public Relation Society of America-
Established to cultivate a favorable relation
between Press and PR practitioners.
 W
WHAT
HAT
Five
Five
W’s
W’s
W and
andtwo
two
WHEN
HEN
H’s
H’s

Press HHOW
OWMUCH
W Press Release
Release MUCH
WHERE
HERE

W
WHO
HO HHOW
OW
W
WHY
HY
PRESS CONFERENCE
 Who you want to reach
and why?
 What you want to say?

 Is it news?

 Does it affect people

lives and how?
 Who is going to speak?
SAMPLE PRESS RELEASE
 Tata brand gaining international recognition.
 Operate in 7 business sectors-
communication, IT, materials, services,
energy, consumer products and chemicals
 Major Tata companies- Tata motors, Tata
steel, Tata Consultancy Services (TCS), Tata
Power, Tata Chemicals, Tata Tea, Indian
Hotels and Tata Communications.
 TATA :going
TATA :going beyond
beyond Public
Public Relation
Relation

 Recently launched Tata Nano

 Initiated various labor welfare laws:
Welfare Dept & maternity benefit-
enforced by law in 1948
 TCS runs an Adult Literacy Programme
 Policy of “Give back what you get”
followed by Tata’s over years.
 Telco is fighting against Leprosy in Jamshedpur
 Tata chemicals runs a Rural Development
Programme-Tata Relief Committee.
 Tata Steel alone spents Rs 45 crore on social
services in the fiscal year 2004
 Tata Group awarded Civil Society Award by
UNAIDS
 Tata relation
Tata relation with
with Press
Press

 Organizing various Press Conferences

 Issuing Press Releases-Means to issue
news, information and articles to the press
about its new releases and projects.
 Press release of New Product-Tata Nano
Press release
Press release of
of Tata
Tata Nano
Nano
 Tata Nano is a rear-engine,
four-passenger city car built by
Tata Motors
 Nano has been appreciated by
press for its low cost and fuel
efficiency.
WHAT IS MEDIA RELATIONS?
 The act of involvement with the various media for
the purpose of informing the public of the
department’s mission, policies and practices in a
positive, consistent and credible manner.  All
contacts with the media should be regarded as
opportunities to educate both the media and the
public they inform on correctional and criminal
justice issues. 
WHY MEDIA RELATIONS IS IMPORTANT
 Reputation is important to your companies
 Reputation helps increasing sales
 Reputation helps increasing investment
 Reputation makes a difference

Media relations drives top reputations

THE MEDIA INTERVIEW...
 Shorter is better!  Damage Control
 Fact Sheets  Don’t lose it!

 Keep It Simple!  Keep on point

 Clarify when necessary  Don’t comment on

 Spread the credits other organizations

 We are bigger than the  Positive disposition

sum of our parts!

THE MEDIA INTERVIEW…

KISS

Keep It Short and Simple

 Be focused
 Stick to the facts
 Never ever lie
 Be positive
 Don’t speculate
 CAMERA IS ROLLING - WHAT ABOUT STRESS?
 Ignore camera
 Remind yourself that you are
there to speak with people not
to camera
 Be aware of your hands and try
keeping them under control
 Be yourself
 PR Management in crises
 Crisis communications is most often the domain of big
corporations and government departments who deal with
major incidents like oil spills, natural disasters or faulty
product recalls, however it's always a good idea for any
business to have a plan to maintain its reputation in the event
of negative publicity.

 On the whole, generating publicity is a positive promotional

tool, but it's wise to be prepared should your relationship with
the media turn sour. Here are 5 steps to take to manage a crisis
that spills over into the media.

 1. Respond quickly. The longer you wait to comment, the

more likely a journalist is to seek negative comments from
others, or worse, say that you're refusing to comment. Nothing
screams 'guilty' faster than a response of 'no comment'.
 Provide as much information as you can. If you're not informative, the
media and the public will create their own rumours and come to their own
conclusions. Best you put forward all the facts you can so the space isn't
filled with inaccuracies that are often difficult to rectify once they're in the
public domain.

 Show you care. If something your business has done has hurt, injured or
upset anyone, it's important to show you care about the apparent victim.
Saying it's not your responsibility, or offering no solution or recompense
won't win you any points in the eyes of the public. The worst thing you can
do is to try and avoid accepting responsibility but then be bullied into it a
week or two later - the public will think you've only taken a better course
because of mounting pressure, rather than a desire to make amends.
Sometimes, even a simple apology can diffuse a negative situation.

 While crisis management on the scale of a national disaster or major

corporate issue may never be a problem you must face, using the above
tactics when faced with any complaint or problem can help diffuse a
negative situation quickly and effectively. Good PR skills can be used
across all areas of your business - whenever you come into contact with
your customers.
Public Relations

Case Study
Promotion

Spangler Candy Company

About Spangler Candy Company

 Spangler Candy Company, an US based company are producers of iconic

American candy such as Dum Dum Pops®, Circus Peanuts® and more candy canes
than any other company in the world.
PR Challenges For Spangler Candy Company

 Spangler Candy Company hired Landau Public Relations to ensure that

each of the products receive fair attention from the media.

 The aim was to make consumers aware of the milestone while connecting
them with the sweetness and fun that Spangler candy represents, reminding
them that products like Dum Dum Pops have been a wholesome part of
American life for generations and encouraging them to participate in the
celebration though creative, sales-oriented tactics.
Promotion Strategy
Promotional Strategies include:

 “Make Life a Little Sweeter” Contest – A contest was conducted wherein people were asked
to write a 200 word essay about someone who like lollipops , winners were given cash prizes
and candy’s which gave them additional media opportunities in their hometown and
nationwide.

 Media Relations -A fun, colorful press kit was sent with a bag of lollipops to print, TV and
radio nationwide to round-out the campaign. The press kits included information on the
company history and brands, facts about Dum Dum Pops flavor rotations, new flavors
introduced for the 100th anniversary and a contest announcement. In addition, a wire release
was distributed, and b-roll footage and script of candy production were created and sent to
select TV stations.
 Connecting with Consumers:

 They brought company’s Drum Man Mascot to highly-visible locations to hand out lollipops
and draw people into the Spangler candy experience.

 Two mascots (Drum Twins!) participated in the International Twins Day Festival in
Twinsburg, Ohio, and distributed 18,000 lollipops.

 The Drum Twins also marched in the Double Take Parade alongside the Lollipop Van and with
wagons full of lollipops for the crowd. They distributed information on a “Make Life a Little
Sweeter” contest with the www.dumdumpops.com URL.

 The Drum Man handed out 25,000 lollipops in New York City’s Times Square, Bryant Park and
Grand Central Station as well as to crowds gathered at “The Today Show” and “Fox & Friends”
studios.
Results

 Efforts reached more than 25 million readers and viewers in three months
 A national TV hit on “The Today Show” with Willard Scott saying happy
birthday to Spangler and showing an image of the Drum Man and Hilary
Duff exclaiming, “I love Dum Dum Pops!”
 National wire story by the Associated Press that received 147 pickups
 About 175 newspaper articles in three months, including The Houston
Chronicle, Philadelphia Inquirer, Columbus Dispatch, Tampa Tribune,
Rocky Mountain News and Seattle Post Intelligencer
 National print in Woman’s World and Continental magazines, which
stimulated contest entries
 About 2,100 contest essays from all 50 states .
 A feature in Girls’ Life magazine on the remarkable youth winner’s efforts
to help foster kids and local features on the other contest winners
 Coverage in Brandweek, the candy trades and other retail publications like
Drug Store News
 More than 70 online mentions, including USAToday.com and About.com
References

www.LandauPR.com
Crisis
Johnson & Johnson
Background of the case
 In 1982, Johnson & Johnson (J&J) faced a major crisis that had the
potential to send the company into financial ruin.

 Sealed bottles were tampered with and extra-strength Tylenol capsules were
replaced with cyanide-laced capsules.

 These bottles were then resealed and placed on shelves of pharmacies in the
Chicago area. Seven people died as a result. Tylenol was called upon to
explain why its product was killing people.
Tylenol Strategy
 Company Chairman James Burke immediately formed a seven-
member strategy team with the goal of determining how best to
protect people, how to save the product and to alert consumers
nationwide.
 Consumer safety was their first priority.
 They stopped the production of the company.
 J&J used both public relations and advertising to communicate their
strategy, keeping customers informed .
 They setup helpline numbers to answer customer queries and
concerns
 They established a toll-free line for news outlets. This line also included
taped daily updates.
 They held press conferences at corporate headquarters and set up a live
television videofeed via satellite to New York.
 The chairman went on “60 Minutes” and the “Donahue” show to share the
company’s strategy
 J&J presented an industry first — triple-safety-seal packing that included a
glued outer box, a plastic seal over the bottle’s neck, and a foil seal over the
bottle’s mouth. Tylenol released the tamper-resistant packaging just six
months after the crisis occurred.
References
 European Journal of Scientific Research
ISSN 1450-216X Vol.27 No.3 (2009),
pp.358-371 © EuroJournals Publishing,
Inc. 2009
 http://www.eurojournals.com/ejsr.htm
Adverse Publicity

EXPOSED: The Secrets Behind ´Brand Shilpa

Shetty
'Controversy queen' in the making

 Shilpa had been Dale Bhagwagar client for five years, and it was
only during and after the 'Big Brother' reality show in UK that the
publicist took extra interest in her branding, and that too, at an
international level.

 However, no one can ignore the calculating methods used by her

publicist to keep Shilpa in news 24x7 and brand her as a
'controversy queen'.
PR took full advantage of his freedom
 The Mumbai-based publicist had been closely following the show's developments
through the daily news and video capsules put up on the Channel 4 official website.

 Dale received 10-15 calls from top of the line UK journalists and TV reporters and
addressed each and every major channel and paper in UK while Shilpa was in the
House .

 Believe it or not, Dale had so much faith in Shilpa that while she was in the House for
a month, he catered to the entire print, television, radio and internet media, holding
SIX Press Conferences (four in Mumbai, one in New Delhi and one in Kolkata) to
address various controversies she was facing in the House
Defending Shilpa tooth and nail
 He always spoke like a man possessed.. possessed about building
an unshakeable brand out of Shilpa Shetty.
 One of the reasons why the publicist would have gone into such a
PR overdrive could be the fact that he was himself getting fabulous
mileage out of this whole Shilpa hype.
Scheming for Shilpa!
 Richard Gere clasped and kissed Shilpa Shetty at an event in New Delhi. He was
there to promote AIDS awareness, and ended up being talked about for all the wrong
reasons. This turned out to be another golden chance for Dale and he made sure it was
exploited to its fullest PR potential.

 He organized a huge Press Meet exclusively for all national TV channels, where he
had Shilpa come before the media and strongly defend Gere, while Dale repeatedly
blamed the media for unnecessarily hyping up the incident, harping that "three pecks
on Shilpa's cheeks don't deserve national attention".
 He actually managed to turn the controversy into an issue. An issue so big, that some
political parties hit the roads, burning effigies of Shilpa in protest of the incident,
while the publicist might have smiled from his air-conditioned office. It was like a
mission accomplished
Result
 Apart from sending out press releases to his media list almost every day
during the entire year, he set up media reps in New York, Colorado and
London, and lost no opportunity to turn every minor incident and
achievement of the actress into so-called 'News' and 'Gossip'

 Shilpa became a name well-known to a major part of the world, and was
termed 'the face of Bollywood'

 He made sure Shilpa stayed on the top of news all the time.
References
www.dalebhagwagharmediagroup.co
m

http://
www.planetbollywood.com/displayAr
ticle.php?id
=s070808104840
New Image
Dove Campaign for Real Beauty
Situation
 The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s
sales declined as a result of being lost in a crowded market.

 Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution.
Together, they conceived a campaign that focused not on the product, but on a way to
make women feel beautiful regardless of their age and size.

 CRFB aimed not only to increase sales of Dove beauty products, but also targeted
women of all ages and shapes.
The Dove Campaign for Real Beauty
 It is a global effort that is intended to serve as a starting point for societal change and
act as a catalyst for widening the definition and discussion of beauty. The campaign
supports the Dove mission: to make women feel more beautiful every day by
challenging today’s stereotypical view of beauty and inspiring women to take great
care of themselves.”

 In addition to changing women’s view of their bodies, Dove also aimed to change the
beauty market. In an industry where the standard of beauty is often a size two blonde
supermodel, Dove distinguished itself by using models that ranged from size six to
fourteen. CRFB abandoned the conventional cynical method of portraying “perfect”
women as beauty role models
OBJECTIVES:
 Increase sales of Dove beauty products and new product lines
• Create dialogue, debate, and discussion about the true meaning of beauty
• Attract national TV and print media coverage
• Gain local press attention in the hometowns of models featured throughout the
campaign
• Drive users to the CFRB Web site to share their thoughts and opinions about the
campaign and beauty stereotypes
• Create a call to action for consumers to join the movement through website pledge
that activate a donation by Dove for self-esteem awareness programs
Strategy
 IN THE NEWS:
Press Coverage :
 After CFRB was launched, a slew of press was devoted to the ads in the campaign.
The campaign was featured and debated across both print and broadcast media. CFRB
was featured on national morning shows such as Good Morning America, The Early
Show, and The Today Show.

 CFRB was written about, debated and the press received responses from the public in
the form of letters, online voting, and message boards.
 PRWeek named CFRB the Consumer Launch if the Year 2006 in the article
“Edelman and Unilever-Dove: Campaign for Real Beauty.”

 In a January 12, 2007 article in Women’s Wear Daily, Michelle Edgar described the
efforts of Dove in introducing Pro-Age Campaign. In the article, Edgar included
quotes from the marketing director of Dove, Kathy O’Brien, describing Dove’s
mission and describing the success of the campaign thus far.

 USA Today featured CFRB in an article about Dove’s 2006 Superbowl ad. Writer
Theresa Howard called the ad “inspirational
Press Vs. PR Message

According to PRweek, the publicity for CFRB generated more than 650 million imprints during the
summer of 2005
Of the 22 articles collected for this project:
• 18 directly discussed some aspect of an ad made by Dove for the CFRB.
• 10 had a direct quote from someone representing Dove or Unilever.
• 17 used some element of a press release to add to their story.
• 7 mentioned the CFRB website
• 6 mentioned the Dove Global Study and/or used statistics from the study.
• 17 articles covered CFRB positively, praising the campaign.
• Only 5 articles criticized the campaign.
Result
 Dove effectively reached their target audience through their tactics and
programming.
 Dove was able to understand the feelings at the core of their audience. They
connected on an emotional and personal level with women of many
nationalities, races, beliefs, sizes and ages.
 The Campaign for Real Beauty shattered the stereotype of the size zero,
blonde, perfect model. CFRB made a splash; it did not enter the market
quietly. Commercials, billboards and magazine ads soon had the media and
households across the United States buzzing
References

http://psucomm473.blogspot.com
/2007/03/dove-campaign-for-real-
beauty-case.html
 It is easy to build good relation in society but hard to maintain
without Press.
 PR dept and Press should work as a team but not as rivals.

 Both should consider the social outlook not their personal

Gain.
 BIBLOGRAPHY
 WWW.GOOGLE.COM

 WWW.WIKIPEDIA.COM

 NEWSPAPERS