P ANDI

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Public relations (PR) is the practice of deliberatelv managing the spread

of information between an individual or an organization (such as a
business, government agency, or a nonprofit organization) and the
public.
INTRODUCTION
PUBLIC
TO
RELATIONS
W H AT I S PUBLI C RELATI ON S ?

P u b l i c r e l a t i o n s ( PR) is t h e way o r g a n i s a t i o n s , c o m p a n i e s
and individuals c o m m u n i c a t e with the public and media.
PR s p e c i a l i s t c o m m u n i c a t e s w i t h t h e t a r g e t a u d i e n c e
d i r e c t l y o r i n d i r e c t i y t h r o u g h m e d i a w i t h an a i m to c r e a t e
and maintain a positive image and create a strong
re l ati on sh i p withi the audience Examples include press
r e l e a s e s , n e w s l e t t e r s , p u b l i c a p p e a r a n c e s , etc. as w e l l as
u t i l i s a t i o n of t h e w o r l d w i d e w e b
PR AND THE WORLD OF BUSINESS

The world of b u s i n e s s is c h a r a c t e r i s e d by f i e r c e
and in o rd er win n ew cu sto m ers
rceotm
a ipne ttiht ieo ne x i s t i n gt oo n e s , t h e f iar n
mds h a v e to d i s t i n g u i s h
t h e m s e l v e s f r o m t h e c o m p e t i t i o n . B u t t h e y a l s o n e e d to
c r e a t e a n d m a i n t a i n a p o s i t i v e p u b l i c i m a g e . A PR
specialist or f irm helps them both create and maintain a
good r ep utation among both the media and the
c u s t o m e r s by c o m m u n i c a t i n g in t h e i r b e h a l f a n d
presenting their products, services and the overall
o p e r a t i o n in t h e b e s t l ig h t p o s s i b l e . A p o s i t i v e p u b l i c
image helps create a strong rela tionship with the
c u s t o m e r s w h i c h in t u r n i n c f e a s e s t h e s a l e s
PR TOOLS AN D
TEC H N I QUES
PR s p e c i a l i s t s a n d f i r m s u s e a n u m b e r of t o o l s a n d
t e c h n i q u e s to b o o s t t h e i r c l i e n t s ' p u b l i c i m a g e a r i d
help them form a meaningful r elatio nship with the
t a r g e t a u d i e n c e . To a c h i e v e that, t h e y u s e t o o l s s u c h
as n e w s r e l e a s e s a n d s t a t e m e n t s f o r m e d i a ,
n e w s l e t t e r s , o r g a n i s a t i o n a n d p a r t i c i p a t i o n at p u b l i c
e v e n t s c o n f e r e n c e s , c o n v e n t i o n s , a w a r d s , etc. PR
s p e c i a l i s t s of c o u r s e a l s o u t i l i s e t h e I n t e r n e t t o o l s
s u c h as s o c i a l m e d i a n e t w o r k s a n d b l o g s . T h r o u g h t h e
m e n t i o n e d t o o l s , PR s p e c i a l i s t s give t h e target
audience a better insight into their clients' activities
a n d p r o d u c t s / s e r v i c e s as w e l l as i n c r e a s e p u b l i c i t y .
W H O C AN W ORK AS A PR ?

A PR s p e c i a l i s t is u s u a l l y r e q u i r e d to h a v e a r e l e v a n t
t y p e a n d i e v e i cf e d u c a t i o n s u c h as a B a c h e l o r ' s
d e g r e e in c o m m u n i c a t i o n s o r j o u r n a l i s m . Proper
e d u c a t i o n , h o w e v e r , is n o t e n o u g h to b e c o m e a PR a n d
m u c h l e s s to b e c o m e a s u c c e s s f u l PR. A PR s p e c i a l i s t
needs certain skills ( they are acquired through
a d d i t i o n a l e d u c a t i o n a n d tr a i n in g ) , in t h e f i r s t p l a c e
excellent writing and verbal c o m m u n i c a t i o n skills. But
a PR s p e c i a l i s t a l s o m u s t k n o w to w o r k u n d e r p r e s s u r e
a n d b e a b l e to a n s w e r a v a r i e t y of q u e s t i o n s i n c l u d i n g
u n p l e a s a n t o n e s . F o r e x a m p l e , if t h e c l i e n t is u n d e r a
p u b l i c " a tta ck ", a PR s p e c i a l i s t n e e d s to e s t a b l i s h a
control over the situation and protect the client' s good
reputation.
 " Public relations is a strategic communication process companies, individuals,
and organizations use to build mutually beneficial relationships with the public. A
public relations specialist drafts a specialized communication plan and uses
media and other direct and Indirect medłums to create and matnitain a positive
brand Image and a strong relationship with the target audience "
OBJECTIVE
PUBLIC
OF
RELATIONS

The main objective of public relations is to maintain a

positive reputation of the brand and maintain a
strategic relationship with the public, prospective
customers, partners, investors, employees and other
stakeholders which leads to a positive image of the
brand and makes it seem honest, successful,
Important, and relevant
FUNCTIONS
PUBLIC
OF
RELATIONS

Public relations is different from advertising. Public

relations agencies don't buy ads, they don't write
stories for reporters, and they don't focus on
attractive paid promotions. They rather promote the
brand by using editorial content appearing on
magazines, newspapers, news channels, websites,
blogs, and TV programs
PUBLIC
EXAMPLES
RELATIONS

PR stunts or strategies range from donating to an affected community

to running a brand activation stunt in a mall.

Some of the examples of successful public relations campaigns are:

Google's Fight Ebola Campaign The outbreak of Ebola virus in 2014
was critical as it was spread among ma ny countries and took ma ny
lives.

Google, to help the people in need and to build up a positive brand

image, started a donation campaign where it pledged to give $2
for every $1 donated to the cause through its website.

The public relations strategy attracted the media attention and

resulted to be a huge success as Google raised $7.5 miiion.
Paramount Pictures The Ring Publicity Stunt
THANK
YOU.