Public Relations

It’s the art and science of talking to the right audience in the right voice. It influences and shapes a company’s image, reputation, brand perception and culture.

1. What is Public Relations? It’s the art and science of talking to the right audience in the right voice. It influences and shapes a company’s image, reputation, brand perception and culture.

2. Nature of PR PR is essentially d efensive It is a corporate armour that a company can wear which would protect a company during adverse times Public Relations can also be defined simply as the practice of managing communication between an organization and its public.

3. Functions of Public Relation Media Representation Crisis Communication Content Development Stakeholder Relations Social Media Management Public Image Strategy Outreach Events Handling Emergencies Counselling In house Journals Special Events Public Service Activities

4. Marston’s 4 Step Model

5. Benefits of Public Relation Credibility Cost Avoidance of Clutter Lead Generation Selectivity Image Building

6. Measures of Public Relation Internal Measures of Public Relations External Measures of Public Relations

7. Internal Measures of Public Relation Shareholders/Owners/Investors Relations Employees Relations Suppliers Relations Distributors/Dealers/Retailers Relations Other Associate Relations

8. External Measures of Public Relations Consumer/Customers Community Relations Media Relations Government Relations Relationship with Financial Institutions Relations with Action Group Relationship with General Public

9. Crisis Management

10. Role of PR Officer Advocate - The public relation 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’s the mouthpiece for management. In political circles he is 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 the requisite talents for the manager and staff.

11. Problem Solver- The public relations manager is the ultimate spin doctor. It is his job to put the best face on news and company’s reputation. Often, he will be called upon to polish mundane information into platinum data that gives the company more credit than would originally 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.

12. 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 media Give the positive side of the story Capitalize on rumour to your benefit Rumour can be dismissed as ridiculous

13. How do PR 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 Communicating that is newsworthy and which media would be glad to carry

14. The answer is… NOT REALLY! Marketing and advertising traditionally promote “ Product And Services” Public Relations promotes the entire “ Organization”

15. Thank You