Public Relations

1. Dhanesh Gundla Amogh Kadam Prathmesh Parab

2. 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.

3. “Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.” Definition

4. 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

5. Marston’s four-step “RACE” model describes the PR process: R = Research A = Action C = Communication E = Evaluation

6. Functions of PR Promoting goodwill Promoting product, service, corporate image Corporate communications Lobbying Counteracting negative publicity

7. Advantages of PR Credibility Cost Avoidance of Clutter Lead Generation Ability to reach specific groups Image Building

8. Disadvantages of PR Difficult to quantify PR benefits Lack of control ‘Deft’ management required

9. 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.

10. 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.

11. 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

12. 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

13. 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

14. 14 Public relations, marketing, and advertising…… aren’t they all the same thing?

15. 15 Marketing and advertising traditionally promote products and services. Public relations promotes the entire organization. The answer is……not really!

16. For PR to work there are several prerequisites It must 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

17. 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