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Public Relation

Prof. Deepika

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Public relations (PR) Public Relations- a promotionintended to create goodwill for a person or institutionsimage.

The term “public relations” was first used by the USPresident Thomas Jefferson during his address toCongress in 1807.

One of the earliest definitions of PR was created by

Edward Bernays. According to him, "Public relations isa management function which tabulates public attitudes,defines the policies, procedures and interest of anorganization followed by executing a program of actionto earn public understanding and acceptance."

http://en.wikipedia.org/wiki/Thomas_Jefferson

http://en.wikipedia.org/wiki/Edward_Bernays

http://en.wikipedia.org/wiki/Edward_Bernays

http://en.wikipedia.org/wiki/Thomas_Jefferson

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MPPR 750 PR Textbook

Effective Public Relations

(9th Edition)

by Scott M. Cutlip, Allen H. Center,

Glen M. Broom

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Finally, in 1982, the Public Relations Society

of America came up with this very detailed

definition:

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“Public relations is a planned process toinfluence public opinion, through sound

character and proper performance, based on

mutually satisfactory two-way communication.”

One definition to consider:

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Public relations is a growth

industry in the 21st

century!In numbers:

PR is a multibillion-dollar business practiced by 158,000

professionals in the U.S. alone.

Employment growth is increasing faster than average

through the year 2012.

PR has grown rapidly across the globe,

from Europe to China, Latin America to Africa.

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Another definition from PRSA:

“Public relations helps an organization and its

publics adapt mutually to each other. Public

relations is an organization’s efforts to win the

cooperation of groups of people.”

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Public relations growth…… In respect:

A 2005 survey of Fortune 1000 company executives revealed

strong support for the practice.

250 U.S. colleges and universities offer PR degree programs

to more than 20,000 majors.

Public Relations Society of America (PRSA) has 20,000members in 116 chapters.

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So what is public relations?

Let’s define the field……

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What is public relations?

Publicity

Public relations

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A Funny Look at Defining Public

Relations

Source: Ads of the

World.com

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Modern-day examples Corporations using marketing public relations (MPR) to convey information

about the products they manufacture or services they provide to potentialcustomers in order to support their direct sales efforts. Typically, they supportsales in the short to long term, establishing and burnishing the corporation's

branding for a strong, ongoing market.

Corporations using public relations as a vehicle to reach legislators andother politicians, in seeking favorable tax, regulatory, and other treatment.Moreover, they may use public relations to portray themselves as enlightenedemployers, in support of human-resources recruiting programs.

Non-profit organizations, including schools and universities, hospitals, andhuman and social service agencies: such organizations may make use of public relations in support of awareness programs, fund-raising programs,

staff recruiting, and to increase patronage of their services. Politicians aiming to attract votes and/or raise money. When such

campaigns are successful at the ballot box, this helps in promoting anddefending their service in office, with an eye to the next election or, at acareer’s end, to their legacy.

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Marston’s four -step “RACE” model

describes the PR process:

R = Research

A = Action

C = Communication

E = Evaluation

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No matter how PR is defined,

two elements guide the process1. Management

To succeed, PR must report to top management, unimpeded

by any other group.

2. Action

True PR cannot take place without ethical, consistent action.

No amount of persuasion will cover up for poor performance.

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Sharpe’s five principles: Honest communication for credibility

Openness and consistency for confidence

Fairness of actions for reciprocity, goodwill

2-way communication to build relationships

Research and evaluation to determine actions and adjust for social harmony

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Public relations

professionalsserve as interpretersfor the organization.

10-Second Quiz! Who is that lady in the blue dress,

and why is she with President Bush?

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PR professionals serve as management

interpretersTo publics, they interpret management’s:

Philosophies

Policies

Programs

Practices

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And as public interpreters

To management, PR interprets the public’s:

Opinions Needs

Desires

Management needs to know what the public thinks about the organization and its practices!

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Now it’s your turn…… Can you think of recent events in

which organizations were not

correctly interpreting public views?

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Ways to view our publics

Internal or external

Primary or secondary Traditional and future

Proponents, opponents,

and the uncommitted

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Ways to view our publics……

Actualizers Fulfilleds

Believers

Achievers

Segmenting by values and lifestyles

Strivers Experiencers

Makers

Strugglers

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Now it’s your turn…… Who makes up the publics at your

college or university?

How many do you belong to?

Are they internal or external?

How can they change?

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Functions of Public Relations

Writing

Media relations Planning

Counseling

Research

Publicity Marketing

Communications

Community relations

Consumer relations

Employee relations

Government affairs

Investor relations

Special publics relations

Public affairs andissues management

Web site developmentand interface

They are numerous:

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What are the components of public

relations?

Lobbying

Earned media

Advertising

Advertorials

Public affairs (sort of)

Investor relations

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PR scenario in India

1990 was starting era of PR in Indian. Blue Lotus, an

awarded agency, began in 2002. Significant in this time was

the full buyout of Genesis by Burson Marsteller . The new

century saw the birth of several indigenous agencies that hada fresh approach to PR including Creativizt

Communications (established in 2004), which introduced the

concepts of Online PR and Reputation Management to the

Indian PR Industry and was recognized by industry watcher,

TopSeos.com. Another agency, Life's Purple started from

Guwahati.

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http://en.wikipedia.org/wiki/Burson_Marsteller

http://en.wikipedia.org/wiki/Reputation_management

http://en.wikipedia.org/w/index.php?title=Life%27s_Purple&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Life%27s_Purple&action=edit&redlink=1

http://en.wikipedia.org/wiki/Reputation_management

http://en.wikipedia.org/wiki/Burson_Marsteller

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After the economic slowdown and the resultant market

crashes worldwide, several international PR agencies suffered

enormous losses when clients cut back marketing budgets.

On January 7, 2009, Ramalinga Raju, the erstwhile chairmanof Satyam Ltd., India's leading IT firm, made an admission of

conscious fraud & misreporting perpetrated by him over

several years. The media who had praise him till then,

suddenly turned on him with a vengeance, conscious that theyhad also failed in their duty as watchdogs of businesses

November 2010 -'Radiagate' scam.

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PR Education and academics in India

University of Mumbai’s Department of Communication and Journalism offers

Master of Arts(M.A) degree course in Public Relations.

Whistling Woods International's School of Communication (SOC) in Mumbai.

Stella Maris College provides with a full fledged Masters in Public Relations.

While some PR specialist courses exist in PRCIMS(backed by Perfect

Relations),

The Delhi School of Communication(Delhi),

Xavier's Institute of Communications (Mumbai) and Symbiosis Institute of

Media and Communication (Pune and Banglore), most of the courses are

combined with Journalism or Mass Communications.27

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Books and reports on public relations

& branding

The Brand Trust Report, India Study, 2011 (ISBN 978-81-

920823-0-1) is published by Trust Research Advisory (TRA).

The book is a result of a syndicated primary research on

Brand Trust that generated 10,00,000 data points and 16,000unique brands, from over 10,000 hours of fieldwork

conducted in 9 cities. TRA’s study partners in this research

were Indian Statistical Institute and eNxt Financials. The

research report is available in hardcase, paperback and e-book

formats. The book is distributed by Embassy Book

Distributors

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http://en.wikipedia.org/wiki/The_Brand_Trust_Report

http://en.wikipedia.org/wiki/Special:BookSources/9788192082301











http://en.wikipedia.org/wiki/The_Brand_Trust_Report

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PR Awards and Accolades

In an award instituted by India Public Relations and

Corporate Communications Awards (IPRCCA). Blue Lotus

Communications won the PR agency of the year (2011) in the

awards inception year. Corporate Voice | Weber Shandwick also won awards in 3 categories the same year.

The Holmes Report has awarded the consultancy of the year

award for 2011 to Corporate Voice | Weber

Shandwick.[20] Corporate Voice Weber Shandwick's

campaign for Gillette India won India's first PR Lion at

Cannes in 2010.

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http://en.wikipedia.org/wiki/Public_relations_in_India

http://en.wikipedia.org/wiki/Public_relations_in_India

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