What is Public Relations ?

Public relations (PR) is the

practice of managing the flow of
information between an individual
or an organization and the public.

The aim of public relations by a

company often is to persuade the
public, investors, partners,
employees, and other
stakeholders to maintain a certain
point of view about it, its
leadership, products, or of political
decisions.
 Definition

“Public relations is a planned process to

influence public opinion, through sound
character and proper performance, based on
mutually satisfactory two-way communication.”
PR is essentially defensive
It
is a corporate armour that the company can wear
which would protect the company during adverse times

Public
 relations can also be defined simply as the
practice of managing communication between an
organization and its publics
Marston’s four-step “RACE” model
describes the PR process:

R = Research
A = Action
C = Communication
E = Evaluation
Functions of PR
Promoting goodwill
Promoting product, service, corporate
image
Corporate communications
Lobbying
Counteracting negative publicity
Advantages of PR
Credibility
Cost
Avoidance of Clutter
Lead Generation
Ability to reach specific groups
Image Building
Disadvantages of PR
Difficultto quantify PR benefits
Lack of control
‘Deft’ management required
 Role of PR Officer
• Advocate

The public relations manager is the chief advocate for the

company. He must focus all energy on building an organization
that will be deemed a good corporate citizen. He is the
mouthpiece for management -- and in political circles known as
the press secretary.

• Communicator

The public relations manager crafts communications policies

and oversees the development of all statements and news
releases for the company. Sociology, psychology and good
journalism are requisite talents for the manager and staff.
Communications must be clear, concise and relevant to the
audience.
Problem Solver

The public relations manager is the ultimate spin doctor. It is her

job to put the best face on news and information that could
embarrass or malign the company's reputation. Often, she will be
called upon to polish mundane information into platinum data
that gives the company more credit than would ordinarily be due
for routine accomplishments.

Opinion Maestro

The public relations manager directs all outreach efforts. He is

responsible for media placements and coordinating organizational
functions and the efforts of executives. It is his responsibility to
determine the executive appropriate for each situation and ensure
that person has approved information and statements in hand.
Uses of PR
Customer complaints and redressal
It is an opportunity to cement relations with the
customer
Very important in the service and hospitality
industry
Combating rumours / falsehoods
Confront and disclose facts in leading media
Give the positive side of the story
Capitalise on rumour to your benefit
Rumour can be dismissed as ridiculous
When PR is used for the purpose of
marketing its product and services, it is
known as Marketing Public Relations (MPR)

It can be a very important component of the entire

communications mix of the company
Objectives of MPR
Assist in the launch of products/company
Assist in repositioning a mature product
Building interest in in a product category
Influencing specific target groups
Countering negative publicity
Building corporate image that rubs off
onto its products
Public relations, marketing, and
advertising……
aren’t they all the same thing?

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 The answer is……not really!
Marketing and advertising traditionally
promote products and services.

Public relations promotes the entire

organization.

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For PR to work there are several
prerequisites
Itmust first put its own house in order
IR must have the respect of employees
and community
Management must justify its profits and
prove that it is not profiteering
Work for the community as an able
corporate citizen
How do PR people get their job done?
Using clout of the agency by virtue of
being a space buyer
Cultivating relations with media and
leveraging that when required
Communication that is newsworthy and
which media would be glad to carry