PUBLIC RELATIONS

PUBLIC RELATIONS- DEFINITION, MEANING WHERE IT ALL STARTED? MANAGEMENT FUNCTION OF PR PR TOOLS & TECHNIQUES FUNCTIONS , OBJECTIVES GOVERNMENTAL PUBLIC RELATION

ORGANISATIONS- INTERNATIONALLY (IPRA), NATIONALLY (PRSI ) AND REGIONALLY (DIPR- JANASANYOG,ASSAM)

CASE STUDY- P & G’S CONTROVERSIAL TRADEMARK CASE

PR LANGUAGE AND COLLOQUIALISMS

INDEX

Ivy Lee and Edward Louis Bernays established the first definition of public relations in the early 1900s as "a

management function, which tabulates public attitudes, defines the policies, procedures, and

interests of an organization... followed by executing a program of action to earn public understanding and

acceptance."

In 2011 and 2012, the PRSA developed a crowd-sourced definition: "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Definition

Meaning

Public relations (PR) is the way organisations, companies and individuals communicate with the public and media.

A PR specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. 

Where it all started?

In India – Emperor Ashoka (272BC – 232 BC) With his rock edicts and pillar inscriptions used as a tool of public

information In Rome - Augustus Caesar through the installation of his own

statues. In US – Ivy Lee and George F. Parker started the first PR Company

Anticipates, analyzes and interprets public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.

Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.

Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.

Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above.

MANAGEMENT FUNCTION OF PUBLIC RELATIONS

FUNCTIONS OF PUBLIC RELATIONS

To inform the publics about their specific activities. To build a healthy image in the minds of the masses. To interact with various government and non-

government departments for smooth running of the organization.

To manage a crisis. To maintain good media relations. To use various PR tools to achieve the goals.

AdvertisingPublicityPublicationsMedia RelationsGovernment RelationCommunity Relation Internet tools such as social media

networks and blogs.

PR Tools and Techniques

OBJECTIVES OF PUBLIC RELATIONS:

To maintain the prestige or favourable image.To promote the product and service.To prevent and solve the labour problem.To educate the public to the use of the product

& service.To maintain the goodwill among the employees,

dealers, distributors, suppliers, stockholders, community and the government.

To overcome misconceptions and prejudice.

• Formally established in London on May 1, 1955.• Christophe Ginisty is the current President.• Currently has 700 members from 80 countries

around the world.• Recognized as an international non-governmental

organisation by the United Nations.• Constant activities conducted in partnership with

different academic institutions including several conferences, workshops, world congresses, as well as the recognized Annual IPRA Golden World Awards for Excellence in Public Relations.

• Sponsors a World Public Relations Congress every 3 years.

• The 20th Public Relations World Congress (PRWC) was held in Dubai in 2012. The ‘Dubai Declaration’ was read in this conference.

IPRA

IPRA Code of Conduct

First established in the meet at Venice in 1961. Ethical outlook incorporated in Athens in 1965. Revised during the meeting at Brussels in 2007. These codes seek to provide an ethical framework

for the activities of the profession. According to the IPRA Code of Conduct, PR

practitioners should follow and practice a set of 18 codes. Some of them are –

Observance Integrity Dialogue

Transparency Conflict Confidentiality Accuracy Deception Influence Colleagues

Membership

• 2 types of membership –

1. Full membership – Annual membership fee of 100 GBP2. Professional membership – Annual membership fee of

200 GBP. Extra benefits and discounts on IPRA events.

PRSI

Established in 1958. Functioned as an informal body till 1966 when it was registered under the Indian

Societies Act XXVI of 1961, with headquarters in Mumbai. At the first All India PR Conference in 1968, at New Delhi members of the Public Relations

Circle, Kolkata, unanimously decided to disband the regional organization to strengthen the national body, thus forming the Kolkata Chapter of PRSI, in 1969.

PRSI has 22 chapters in India. Dr. Ajit Pathak is the National President of PRSI. The members of the society are public relations practitioners from Multinationals, Govt.,

Public and Private sector, Academics and PR consultants. PRSI signed the historic agreement of mutual cooperation with the IPRA at the 23rd All

India Public Relations Conference organised in New Delhi in 2002. PRSI is a member of the Global Alliance of Public Relations and Communications

Management (Chicago). PRSI National awards, PRSI Leadership awards, PRSI Chapter awards. April 21 - National Public Relations day.

Membership

Membership is open to any person and also to any firm, body corporate or association of persons.

Each application for membership is forwarded by the Regional Chapter to the National Council for consideration with their recommendations regarding acceptance and classification, and the same is forwarded to the Secretary-General for consideration of the National Council.

Different class of members – Members Life members Associate members Honorary members Student members

PR in Assam

Public Relations Department, Assam was established in June 1940 at Shillong.

Named ‘Publicity & Rural Development Department’ at the time of inception.

The annual budget of the department at that time was Rs 36,000.

The first Publicity Officer of the department was an officer from Assam Civil Service – Yahia Khan Choudhury.

The department also brought out a fortnightly journal in Assamese and Bengali under the title ‘BHAVISYAT ASOM’.

In November 1997, the Government of Assam created a new department namely “Information & Public Relations Department” by bifurcating the existing Home Department and the new I & PR Department was made the administrative department for Directorate of Information & Public Relations (DIPR).

Ranjit Gogoi is the current DIPR of Assam.

Functions of DIPR

The DIPR has earmarked specific works to various wings so that it works like a well-oiled machine.1. Press Liaison section - Prepares, handles and

disseminates official news backed by photographs where necessary to the print and electronic media.

2. Press Research section – Monitors whatever is reported in the print media concerning the State and the functioning of the Government.

3. Advertisement section - DIPR is the sole agency to release all government advertisements to the media.

4. Cultural wing - Songs, street plays, dance etc. are profusely used to propagate messages of community involvement in the administration, development of society and importance of peace and national integration etc.

5. Exhibition wing - Displays important photos, artifacts etc. in an artistic way. DIPR is very alive to this prospect and has a wing exclusively meant for preparation of field level exhibitions.

6. Information centre - DIPR has a modest Information Center with sufficient books and reference materials, at the Srimanta Sankardeva Kakalshetra, Guwahati under supervision of a Senior Departmental Officer.

7. Publication section – Important Government policy matters, views, proceedings, interpretation, important speeches of dignitaries on various occasion etc. are compiled and published through this section in a weekly newspaper titled ‘RAIJOR BATORI’.

8. District and Sub-divisional offices - DIPR has a well monitored network of departmental officers and staff spread across the State. These District and Sub-divisional Information and Public Relations Officers are entrusted to function as ear and voice of the Government in the field level.

CASE STUDY

Source: PUBLIC RELATIONS(PRINCIPLES, CASES AND PROBLEMS) BY H.FRAZIER MOORE, PH. D. & FRANK B. KALUPA, PH.D.

P & G’s CONTROVERSIAL TRADEMARK CASE STUDY (ROLE OF THE PR IN THE

CASE)

FOUNDERS

WILLIAM PROCTOR

JAMES GAMBLE18

37

BRANDS

Timeline of P & G’S Logo

1978- moonies

1981- devil connection

P & G

Logo was accused of containing traces of satanic visual imagery, and thus the company was rumoured to have an anti-christ

connection. It run contrary to the beliefs of the Christians and hence many Christians boycott P & G in the west.

P & G crisis communication strategy First they simply explained the history of the logo to the caller, gave handouts to supermarket managers & consumers who returned their productsJanuary, 1982: series of press release & booklets were distributed to the media to educate people about their logo1983: started a new strategy of attacking the persons spreading rumor, targeted ministers to their rescueJune 24,1983: issued statement saying it would file cases against any individuals or parties spreading rumor.P & G Spokesperson appeared on TV

In professional world, many PR lingos are used that makes no sense to those outside of marketing.

PR language and colloquialisms

Spin doctor(plural spin doctors) - A person employed to gloss over a poor public image (or present it in a better light) in business and politics, especially after unfavourable results have been achieved. A lobbyist; PR person. Many believed that the reduction in public spending was a disaster but the spin doctors presented it as a triumph for lower taxation.

(Sourcee: Wikipedia) Pubs – publications, as in “we need to get media

coverage in 100 pubs” Hits – media coverage Opp – opportunity, as in an opportunity to get media

coverage Journo – a reporter (journalist) Pitch – note to inform/gauge interest

Running/ran – article appearedTraction – interest/coverageOut of the box – think beyond the obviousOpen the kimono – reveal more detailsPrezo – a PowerPoint presentationRelease – a news announcement (as opposed to a

product release)Launch – the public marketing announcement of a G/A

product (G/A = generally available)

B-roll – “highlights” video of something we want to promote (company, person, event), often used to show broadcast outlets the potential for a story and/or provide them with footage for the story

Ed Cals – editorial calendars (predetermined story topics by media outlets)

Boilerplate – short description of a company, most often used at the end of a press release

Evergreen – story/pitch angle that won’t fade over time, could be pitched/published at any time (as opposed to news that is only relevant during a certain period of time)

In-house – a “corporate” job where one conducts PR inside a business, as opposed to an agency job where one services several clients at once

Flack - although defined as “a publicist or promoter,” it is also a derogatory reference – often used by journalists – to describe a bad PR executive

Hack - PR’s response to “flack,” often used to describe a poor journalist or reporting job

(Source: http://perkettprsuasion.com/2012/05/29/say-what-pr-slang-defined/#sthash.6khiFUqA.dpuf)

Thank you!PRESENTED BY: AMRITA GHOSH (MCM12020), SNEHA CHOUDHURY (MCM12039), ENISHA

KALITA (MCM12040) & SAMIRAN BORAH (MCM12008)