This is the content for chapter on public relations from the book of allans suitable for mba and bba content

PUBLIC RELATIONS

1. 1-1
PUBLIC
RELATIONSHIP
Submitted By-
Jaffin John
(19221013)
Submitted To-Prof. (Maj.)
Nupur Gupta
Purpose Of
Public Relations
Chapter -1

2. 1-2
Public relation is an applied science c
Relation is an applied Science
THE BOTTOM LINE OF PUBLIC RELATIONS
PRACTICES IS IN THE RESULT THAT COMES FROM
PUTTING THEORIES AND PRINCIPLES TO WORK.
01

3. 1-3
Management is getting
things done with
people
Management must be able
to get the cooperation of
people both inside and
outside the organization
Public relations is a responsibility of
management

4. 1-4
For a
nonprofit
agency,
increased
donation
Improved
purchase by ,
and
relationships
with customer
Better
community
relationships
Active support
on isuuefrom
opinion leader
Reduce
tension with
watch dog
agencies
Great
employee
loyalty and
productivity
More
confidence in
the value of a
company’s
stock
FOCUS OF
PUBLIC
RELATIONS IS
ON BEHAVIOR

5. 1-5
Effective public relations elicit mutually
favorable behavior
Behavior may be of three types
MOTIVATE
NEW
BEHAVIOR
01
REINFORCE
EXISTING
POSITIVE
BEHAVIOR
02
MODIFY
NEGATIVE
BEHAVIOR
03

6. 1-6
Element that make up the function
•Research
•Strategic Planning
•Counselling
•Internal Education
•Communication/Action
•Evaluation

7. 1-7
Planning: Management By Objective
Effective organization have a business plan made
up of a long-range goals for the future and short
term objectives attainable soon.
Also known as MBO
Public relation activities are tied to overall
objectives, creating management concept or
public relation strategy

8. 1-8
Planning: Management By Objective
•Public relation activities are tied to overall objectives,
creating management concept or public relation
strategy
•Specific departmental goals are tied up with overall
organizational business plan –functional concept or
public relation tactics
•Anticipating problems and opportunities -public
relation

9. 1-9
What comes across is values
ThePRactivitiescommunicatevaluesandvisionoforganization
•Sociallypositive,acceptableorquestionablevalues
•Concernbyorganizationforemployees,communityandfuture
•PossiblyAntisocial
Primaryvaluepublicrelationsprofessionalspromoteinside
organizationistheopensystem.
•Anopensystemfostersthewillingnesstoadjustandadaptthechange,
withmanagementsensitivetoallinteractionsintheenvironment.
•Closedsystemorgnfindchangingdifficult,restrictedflowofinformation,
Conflictbetweenopenandclosedsystemsofmanagement

10. 1-10
The common denominators
•Concernaboutsocialnorms,groupattitudesetc.
•Strategyembodyingspecificobjectives
•Actionsthatareconsistentwiththemission,vision,policies,standards,andpersonality
oftheorganizationrepresented
•Emphasisontheuseofcommunicationsandparticipativeactivitiestopersuaderather
thantheuseofcoercion.
•Considerationoftheethicalandlegalimplicationsandconsequences.
•Translationofthisassessmentintodecisions

11. 1-11
Maxims that every practitioner must know
•Selfinterest
•Sourceofinformation
•Facetofacecontact
•Understandingasubject
•Suggestedactionorappeal
•Participationindecisionprocess
•Personalityneedsanddrivesaswellaspeergroup
identity
•Degreeofclarit,simplicityandsymbolism
•Explicitlystatedmessage
•Majorissuesandevents
•Self-imposedcensorshipbytheaudience
•Subsequenteventthatreinforcetheoriginal
stimulus
•Messagesrelatedtogoal
•Opposingviewsseekingmajorchangeof
opinion

12. 1-12
Guidelines from behavioral science
The rule of ABUSE
from sociology
The rule of
PARTICIPAT
IONfrom
psychology
The rule of
REWARD from
psychology
The rule of
CHEERLEADING
from anthropology

13. 1-13
Professionalis
m
•Knowledge
•Insightintohumanbehavior
•Skillsusedincommunicationtools
•Academictraining
•Ethics
•Service
•Nobilityofpurposeinharmonizingprivateandpublicinterest.