PUBLIC

RELATIONS
 Chapter 1
Fundamental of Public Relations:
 Introduction, Meaning

 Essentials of Public Relations

 Objectives of Public Relations

 Scope of Public Relations

 Significance of Public Relations in Business

2
 MEANING
 Public- assortment people having similar interests, problem or
goals

 Relation-outcome of mutual understanding.

To understand any relationship, one must understand the wants of
those involved.

 Definition by Edward Bernays,

“Public Relations is the attempt by information, persuasion and

adjustment to engineer public support for an activity, cause,
movement or institution”.

3
 ESSENTIALS
 Human relations: getting along well with public both internal and
external

 Empathy: important to promote quality understanding

 Persuasion

 Dialogue- exchange of idea to bring in new knowledge, engaging.

 Communication

 Planned and sustained effort

 Evaluates public attitude

4
 Suppliers

Educational Financial
Institutes Groups

Religious
Government
Groups

Non-Profit
Institutions

5
 OBJECTIVES
• Human relations • Building product awareness

• Better internal relations • Persuasion

• Stimulating Demand • Creating interest

• Fostering attitude • Develop social conscience

• Discourage misinformation • Disseminate information

• Understanding • Influencing

• Supply of information

6
 SIGNIFICANCE
• Maintains Employee • Emphasis on employee
Goodwill relations

• Keen competition • Build Credibility

• Communication Revolution • Helps to build reputation

• Effective Financial Relations • To raise awareness

• Literacy and Education

7
International Union for Conservation of Nature
(IUCN) and Lacoste partnered for this cause.

8
9
The country needs a list of nominations for ‘Bharat Ratna’
You have to divide yourselves in groups and come up with
candidate and their portfolio.

The most promising team which will be able to deliver, showcase

and convince about their candidate in the persuasive manner
wins!

10
 Chapter 2
Emergence of Public Relations:

 Tracing Growth of Public Relations

 Public Relations in India

 Reasons for Emerging International Public

Relations

11
 Reasons for Emerging Public Relations
 Cultural differences  Competition

 Growing opportunities  Varied customer segments

 Need for multiple languages  Glocalization

 New Technologies  Public relations society of

India
 Foreign Relations
 Consumerism
 Identity issue

12
 Chapter 3
Public Relations Environment:
 Introduction

 Social and Cultural Issues

 Economic Issues

 Political Issues

 Legal Issues

13
The PEST model breaks down the external effects in a public
relations market into four areas.

14
 Political Environment
 Political issues are an important part of public
relations, especially with larger companies that
have multiple facilities.

 One piece of legislation can cost a company

millions of dollars and can sometimes even force it
to close its doors.

 For example, in 2000 the state of South Carolina

passed legislation that made video poker illegal.
Hundreds of businesses literally closed their doors.

 Political forces exist at the local, state, regional,

national and even global level and can play a major
role in public relations campaigns.

15
16
 Social & Cultural
 Social attitudes are in constant play as external factors. Society goes
through cycles with attitudes that follow. Ask the cigarette companies.

 In the 1950s, '60s and '70s, cigarette smoking was allowed everywhere and
practically everyone smoked. In 1960 Americans consumed an average of
12 pounds of tobacco per person annually.

 By 1990, the amount had dropped to less than half of that. Social attitudes
about smoking as being cool have changed to smoking being not cool.

 This social force has resulted in a healthier population of Americans, but

has also affected thousands employed by the tobacco industry, including
tobacco farmers, mill workers, retail establishments and more.

17
 ’White Bindi’ project campaigns against child marriage

 Prakhar Jain, Sumit Sond and Nikhil Guha unveiled a massive 5ft by
7ft artwork that uses 39,000 white bindis.

 The figure represents the number of girls across the world forced
into child marriage every day.

 They protested against child marriages in collaboration with NGO

Child Survival India.

 The initiative made the white bindi appear at the Lakme Fashion
Week in Mumbai where Tarun Tahiliani agreed to have his models
sport the white bindi on the ramp to generate a buzz around the
issue.

18
’White Bindi’ project

19
LFW

20
 Technological Environment
One of the biggest PR challenges posed by technology is the explosion of social
media, sometimes called Web 2.0.

Social media includes social networking Web sites like Facebook and user-
generated content communities like YouTube.

Today, a short video or picture tells a story on Instagram, Facebook and Twitter, as
well as promotes brand awareness.

At first, many brand managers used social media to “stay with the times,” but now
they see value with engagement, customer service and advertising.

Traditional advertising still exists, but ad agencies are now forced to create other
sectors (such as digital teams) to close the gaps that some brands have previously
ignored (including digital and social media advertising).

21
22
 Economic Environment
 Economic downturns happen at every level.

 An organization's customers, vendors and employees can all be affected by

economic challenges.

 An example of economic impact as an external force in PR is the price of gas.

Car manufacturers, tire manufacturers and their vendors have been
scrambling since the price of gas has practically doubled in the past several
years. As of 2011, consumers want flex fuel, compact and hybrid cars.

 Major car makers like Chevrolet and GM are overstocked with large trucks and
SUVs that they are having trouble selling because of their heavy fuel usage.
Plus, these companies make a much greater profit off of these bigger vehicles.
The effect of this economic factor on some car manufacturers is lost profit and
high inventories of vehicles they can't move in the current marketplace.

23
 One of the early movers in the cashless payment space, Paytm, founded by Vijay Shekhar Sharma,
sprang into action immediately after the demonetization on 8 November, releasing full-page print ads
congratulating the Prime Minister, with a word play on its tagline ‘Ab ATM nahin, #Paytm karo.

 The campaign #PaytmKaro is led by a TVC with an objective that mobile money transfer via Paytm is
the most convenient and simpler solution to everyday situations.

24
 It drove meaningful conversations with fans around
#PaytmKaro on Twitter.

 A simple idea could be the various ways in which fans are

making their lives easier with easy mobile payments. An
emotional connect on digital is required too.

 Through this entire brand campaign and over the year Paytm
is also aiming to reinforce its position as the leader in the
mobile commerce space.

25
Chapter 4
Theories used in Public Relations:

• Social Exchange Theory

• Systems Theory

• Situational Theory

• Diffusion Theory

26
• Social Exchange Theory discusses an individual’s outcome to different
social interactions by examining the exchange of resources during social
interactions. These resources can be material goods and services or an
exchange of social value. This theory is highly reliant on reciprocity for
whatever costs are incurred by the individual.

• This analysis is subjective because different individuals place different

values on resources.

• This affects the individual’s social relationships because an individual anticipating a particularly high
outcome will be disappointed and ultimately unsatisfied with the relationship if a smaller outcome is
reached. However, an individual with a lower expectation for the outcome will not encounter this
difficulty. Therefore, satisfaction can be calculated by subtracting a “comparison level” from the
outcome. If the comparison level is higher than the outcome, the value for satisfaction will be negative.

27
28
29
• General Systems Theory was articulated in 1968 Ludwig von Bertalanffy, first
applying it to biology but later to the social sciences.

• According to systems theory, every organization is part of a system with three

components: the organization, its publics and its goals. The ultimate
organizational goal is survival.

• In order to survive the it has to adapt to its environment. With that premise in
mind the idea of open and closed systems are presented

• An organisation that is a closed system does not interact with its audiences or publics for feedback such as for
example, consumer trends, and hence does not evolve.

• For example not communicating with its publics they miss the opportunity to improve their service or product
.The business does not alter its product line to cater for new tastes and loses sales. The opposite is the open
system which asks for feedback and evolves. The elements of the organisation are perceived as undertaking a
function for the survival of the system this is known as the functionalist approach.

30
Many public relations problems arise because of close systems. This is
rooted in the following decisions made by an organization or in actions
taken or not taken:

- do not adapt or seek to adapt within their environment

- do not hold themselves accountable to their publics and

stakeholders

- do not engage in transparent and/or timely communication

- do not focus on customers and other publics

31
 According to Grunig, a professor at the University of Maryland,
College Park, the Situational Theory of Publics outlines how
audiences can be identified, and then classified, based on their level
of awareness of a problem. Grunig divides people into three types of
publics.

 Public #1: Unaware or Latent

 Public #2: Aware

 Public #3: Aware & Not interested

 Public #4: Aware & Actionable

32
It states that the public needs to be divided into three groups:

• problem recognition- Recognize the problem and its potential.

• level of involvement- How publics perceive the obstacles.

• and constraint recognition- How much the individual cares about

an issue.

• Example:

33
34
 Developed by Everett Roger in 1962.

 Another way to look at how people process and accept

information.

 The rate of diffusion is the speed with which new idea spreads
from one consumer to the other.

 Early adopters act as opinion leaders to late adopters.

35