Public Relations

Chapter 1 Introduction to Public Relations

Public Relations
• “Public relations is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics” – Public
Relation Society of America (PSRA)

• “Public Relations is about reputation - the result of what you do, what you
say and what others say about you.
Public Relations is the discipline which looks after reputation, with the aim
of earning understanding and support and influencing opinion and
behavior. It is the planned and sustained effort to establish and maintain
goodwill and mutual understanding between an organization and its
publics.”- Chartered Institute of Public Relations ( CIPR, UK)
• Organisation' can be a government body, a business, a profession, a public service
or a body concerned with health, culture, education - indeed any corporate or
voluntary body large or small.

• 'Publics' are audiences that are important to the organisation. They include

customers - existing and potential; employees and management; investors; media;
government; suppliers; opinion-formers.

• 'Understanding' is a two-way process. To be effective, an organisation needs to

listen to the opinions of those with whom it deals and not solely provide
information. Issuing a barrage of propaganda is not enough in today's open society.
Nature of PR :

a) Press Relations : It consists of

• Personal Communication :
Press Conference wherein media reporters are invited & briefed in an organised
manner. Press kits are distributed.
Or Speeches can be given are given at trade associations / sales meetings.

• News Releases : Information (improved performance, new products, sponsorship

etc) is circulated to the press. Media people report them as news items.

• Feature Articles : Articles / editorials based on any organisation.

• Publications : Include annual reports, brochures, newsletters, in – house

magazines which provide information about the company, its policies & its
products.
b) Public Service Activities : It consists of

• Sponsorship of Events : Sports, Cultural or other social events can be

sponsored.

• Exhibits & Displays : Organisations participate in exhibitions or trade fairs to

display their products.
• CSR
PR Objectives :

a) Product Launch: PR can be used to announce new product / repositioning of

product.
- Print Media carry special columns to announce new products (Brand Watch).

- This creates awareness about the product.

b) Build interest in established products: PR can be used to persuade & remind

customers about established products.

c) Announce policies & performance : New or changed policies can be announced

thru’ PR.

- Performance of the organisation can be announced).

- Public service activities can be announced to build favourable image.

d) Announce technological development:
Innovations or breakthroughs in the field of technology can be announced thru’
PR. This promotes corporate image.

e) Counter Negative Publicity :

Negative publicity about organisation or its products can be countered by PR.

6
Public/ Stakeholders in PR :

a) Employees
b) Investors and board of directors
c) Customers
d) Media
e) Consumer forums and groups
f) Government
g) Vendors and suppliers
h) Creditors and Financial institutions
i) General public and community
Scope of PR :

a) Internal Publics: internal communication, employee relation

b) External Publics:
I. Media Relations
II. Marketing public relation/ publicity
III. Corporate Communication
IV. Corporate Social Responsibility
V. Community relation
VI. Crisis Management
VII. Brand building and goodwill
VIII. Customer relations
PR Tools :

1. Press release
2. Press Conference
3. Interviews and articles/ stories
4. FAM trips/ orientation programs for media and other stakeholders
5. CSR
6. New policies, plans, values and missions
7. Events, sponsorships and exhibitions
8. Demo videos/ corporate videos
9. Rallies and outreach activities
10. Contests and schemes (non sales)
11. Connection campaigns and activities
12. Recognition and rewards
13. Trainings and workshops
14. Regular communication and inquiry handlings
15. Lobbying
16. Social media