TYPES OF

PUBLIC RELATIONS

Corporate Public Relations

Voluntary Public Relations

Government Public
Relations

Consultancy Public
Relations
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CORPORATE
PUBLIC
RELATIONS

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•To support profit making capacities of the firm
•Creating a good business environment.
•Show the company social responsible and not
only focus on profit motivated
•Show the company cares and concern about
society and
•responsible to social issues

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 Activities of
Corporate Public Relations
Public Affairs
Consumer Relations
Lobbying
Marketing Communication
Press Agentry
Reputation-Protection & Enhancement
Information Service
Product Publicity
Investor Relations
Recruiting
Feedback

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 Public Affairs

• A function of public relations that involves

maintaining good governmental relations by
initiating discussions,
debates and the free interchange of ideas to ensure
mutual understanding.
• Important groups are also monitored and the views
of corporation are made known to them. When
companies undertake public affairs, they are trying
to understand and cope with all the forces- social,
economic and political-that are determining the
environment in which they operate.

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 Lobbying
This is when a company monitors a
country’s law and legislations, and
occasionally even assists in the law-
making process for the purpose of
influencing legislation and regulation. It
also means establishing good personal
relationships with legislators without
compromising the integrity of either party.

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 Marketing communication

• In corporations, public relations may

be subordinated to marketing. A few
place ‘customer relations’ under
public relations, making it responsible
for non marketing concerns of
customers such as complaints,
instructions for product use, safety
information, and repair service.

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 Press Agentry

• Press agentry involves planning

activities or staging events-sometimes
including stunts-that will attract
attention to a person, institution, idea
or product.

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Reputation-Protection and Enhancement

• This involves building goodwill for a

company by demonstrating to the
public that the firm is an efficient
producer of well-made products, an
honest seller of goods or services, and
a responsible corporate citizen.

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 Information Service

• Public relations practitioners must fill

the role of supplying information in
response to queries from the public
and the news media and arranging
interviews with company executives.

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 Product Publicity

• Introduction of new products, and campaigns

to put fresh life into the sale of established
products, are important function. These
include disturbing news releases and holding
exhibitions to launch a new product or
service. In this role , the public relations
practitioners work closely with the marketing
department.

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 Investor Relations

• A major function is to provide

information to the stockholder about a
company’s financial achievements,
operations, and plans.

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 Investor Relations

• A major function is to provide

information to the stockholder about a
company’s financial achievements,
operations, and plans.

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 Recruiting

• Closely allied to employee relations is

the continuing task of recruiting new
employees, particularly in specialized
fields. Here public relation s
practitioners help the personnel
department through preparation of
materials portraying the advantages of
working for the company.

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 Feedback

• The CEO looks to public relations for

information about public and
employee attitudes, political
development, social trends, and
economic indications that may affect
the company’s position, this may be
carried out using surveys, meetings,
opinion boxes, and press cuttings.

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CORPORATE SOCIAL RESPONSIBILITY

• Produce sound product

• Contributing positively to the social,
political and economic health of society
• Compensate employee fairly
• Never over price junk
• Restore or protect anything that might
damage society
 ADVANTAGES
• Improve professional practice
• Improve the conduct of organization
• Serves the public interest
• Serves segmented, scattered society
• Fulfills social responsibility
 DISADVANTAGES
• Gains advantages and promote special
interest at the cost of public being
• Clutters already-choked channel of
communication
• Corrodes channel of communication
 VOLUNTARY
SERVICE PUBLIC
RELATIONS

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 Aims
• Serve social welfare, health, and
religious.
• They must alert the public to the
services offered and raise funds to
finance those services.
• They are also have several areas in
which public relations can be applied.

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 TYPE OF NON PROFIT ORGANIZATION

• 1) Public Interest organizations

Organization are those formed for causes as

consumerism such as Persatuan Pengguna
Pulau Pinang (CAP) to publicize issues so
that they will form part of the public agenda
for discussion and to force government and
corporations to act and respond to the
issues in a positive way

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• 2) Public Service-oriented PR

Conduct public service-oriented public

relation which help the handicapped to
overcome their problems and find gainful
employment. The Malaysian Association for
the Blind brings together institutions, the
private sector and individuals concerned
and interested in the welfare of the blind.

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 Voluntary PR Activities..
• Role promotion – Stimulating public awareness of
their work & demonstrating what can be
accomplished through their service
• Client services – Make public known their services &
convincing individuals to use them
• Creating & maintaining – A favorable climate for fund
raising
• Supporting the development & maintenance of public
policy – Favorable to an organization’s mission.
• Inform & Motivate – To the constituents for dedicate
themselves & work productivity in support of an
organizations mission and goal’s.

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 FUNDRAISING PROGRAMS

Successful fundraising is largely dependent

on a good supportive public relation
program. People are not likely to donate
funds to a cause they know nothing about.
The use of communication tools to creates
the right environment including the
recruitment of volunteers , financial
donation and gifts

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 The sources of fund rising
• The Corporate sector- Most large corporations
have budgets available to support ‘worthwhile
causes’. Usually these budgets are divided into two
areas: donation and sponsorships.
• The government grants- find out which
government department is relevant to the
organizations, but the process is long and time
consuming. While the amount is perhaps reduced in
recent years

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• Annual knock on the door appeals- Door knocks
are shotgun approach to fundraising, which
requires an enormous amount of planning &
personnel.
• Direct mail & letterbox drops- add new donors.
Nonprofit organization can use conventional
addressed direct mail or other means to
encourage supporters to give again.
• Telethons- It is necessary to find a television
station that is prepared to sponsor the telethon.
• Special events- Fashion parades and the like can
provide a steady supply of funds if the activities
are organized by a team of volunteers.

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GOVERMENT
PUBLIC
RELATIONS

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 FILM
BROADCASTING DEPARTMENT
DEPARTMENT

THE FEDERAL GOVERNMENT PUBLIC

RELATIONS MACHINERY

INFORMATION
DEPARTMENT
GOVERNMENT PUBLIC RELATIONS ACTIVITIES

• Informing constituents about the activities

of the government agency.
• Ensuring active co-operation in government
programs.
• Fostering citizen support for established
policies and program.
• Handling crisis.
• Projecting the country overseas.
• Recurring activities include.

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 BARRIERS IN
GOVERNMENT
PUBLIC RELATIONS

LEGISLATIVE
HOSTILITY

PUBLIC APATHY
 PUBLIC RELATIONS AND POLITICAL CANDIDATES

• Preparation of news-releases concerning

the political philosophy, taking a stand on a
specific issue and campaign schedule.
• Press-briefings and background sessions
for reporters.
• Speechwriting.
• Polling or the commissioning of surveys, to
determine the politician’s popularity.
• Media photo opportunity.
• Maximization of press coverage.

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 PUBLIC
RELATIONS
CONSULTANCY

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 PR CONSULTANCIES
THE SIZE
• Range from a one or two person staff
to giants, which employ more than
1500 people worldwide.
• Identical purpose; to give counsel and
to the extent a client wishes, perform
the technical services required to carry
out a agreed-upon program

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FACTORS THAT STIMULATE THE GROWTH
OF PR CONSULTANCY

• Increased urbanization
• Expansion of government bureaucracy
• More sophisticated mass media
systems
• The rise of consumerism
• Demand for more information by clients

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 SELECTING AN OUTSIDE CONSULTANCY
• PR people know best who are the better
professional in the business
• PR staff have better knowledge of the strengths &
successful consultancies
• Pre-select a consultancy based on an evaluation
& record
• Be commissioned to do initial research before
advancing solutions
• Be evaluated on how they have conducted these
preliminary surveys

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REASONS FOR USING A PUBLIC RELATIONS CONSULTANCY

• Has not reached a level of expenditure

• To handle ad hoc assignments
• Provide specialist services
• Consultancies bring several strength to a
PR
• Plan & execute a complete PR program

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 CONSULTANCY SERVICES PROVIDED
• Executives speech training
• Research and evaluation
• Diversified communication tools
• Media analysis
• Community relations
• Product promotion
• Employee communication

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 PROBLEMS IF USE CONSULTANT
• Superficial grasp of a client’s unique
problems
• Lack of full-time commitment
• Need for prolonged briefing period
• Resentment of internal staff
• Need for strong direction by top
management
• costs

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 THE END 

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