1. Introduction.

2. Internal and External Public Relations.

3. Objectives of Public Relations.
4. Functions of Public Relation Departments.
5. Essential Qualities of a good Public Relations.
6. The need for Public Relations.
7. Establishment of Relations with the Public.
8. Management Expectation from Public Relations.
9. 5 attributes of Public Relation.
10. Various Publics for Public Relation.
 Introduction
The public relations we see to establish good understanding by
sharing a common problem or interest to the problem. By
public we mean both internal and external public to the
organization. We can establish mutual understanding only
by sharing a common interest, by communicating and
building relations. There is no mutual understanding if there
is no communication and mutual understanding is the core
of the public relation. The objective of public relation differ
from organization to organization based on its nature and
object. For an example, the object of public relation
program of a social welfare organization are different from
those of a non profit making organization. In the same way
a university or an education institution have different
objects.
 Internal and External Public
Internal Public: The employees expect higher pay, company’s
stability and opportunity for advancement. The employers expect
increased production and employees’ loyalty.
Requirements:
(a) Good internal relations must be recognized as it is a basic
requirement to build a team in order to achieve the corporate
objectives.
(b) Internal public must be well informed of the broad objectives and
policies of the top management and also about their mutual interest
in the organization.
(c) Free flow of upward and downward communication should be
emphasized. The department of public relations is responsible to
create a climate conducive towards the free flow approach to
communicate freely.
(d) The top management must establish a good internal climate of
understanding and relations.
B) External Public: External Public is the one who
buys the products or the services of the country.
This category includes dealers, wholesalers, brokers,
suppliers, investors, consumers, government
department, financial institution, creditors,
debenture-holders, subsidiary companies, etc. Every
organization is linked with the external parties.
Under all the circumstances a smooth two-way
communication channel external to the organization
must be maintained for running the business
effectively.
External relations is considered as life-blood of
modern business and hence the management should
be aware of the importance of external
communication and the use of feedback.
External relations is considered as life-blood of
modern business and hence the management should
be aware of the importance of external
communication and the use of feedback.

The public relations department should adopt a multi-

dimensional approach in order to establish relations
with the external public of various groups. It is very
important top build positive attitude, develop good
rapport, create confidence, win goodwill and mutual
understanding with the external public by keeping
them well informed.
 Objectives of Public
1.
Relations
Promote mutual understanding.
2. Persuade individuals, groups, etc.
3. Help in fund raising.
4. Enhance the patronage from the various sections.
5. Change the behavior and attitude of the public.
6. Influence people.
7. Win friends.
8. Avoid the risk involved in misunderstanding.;
9. Prepare and supply the public with information about the
organization like price, quality, export, employment and other
special features.
10. Provide information about the activities of the company, to the
press and writers.
11. Liaise, counsel and advise.
12. Improve internal staff relations.
13. Help the public to love life and work for the better or for worse
without conditions.
14. Undertake a public relations education Programme.
15. Forestall attack by the competitors or opponents.
16. Create and maintain the image or reputation about the company.
17. Promote goodwill.
18. Correct misconceptions and clarify on criticism of its policies and
practices.
19. Establish relations with federal and state legislators, agencies.
20. Undertake a campaign of public education about an industry or
profession and its contribution to the public.
21. Communicate with the public on their benefits, accident prevention,
labor relations and collective bargaining.
22. Establish press relations, publicity articles preparations, press
release, photographs.
23. Undertake programmes like sales training courses for retailers,
wholesalers.
24. Sponsor dealers and distributor relations schemes.
25. Ascertain pubic opinion, conduct opinion research and understand
public attitudes on the organization, profession and practice.
 Functions of Publics Relation
Departments
1. Policy.
2. Publicity.
3. Relations with the government.
4. Community Relations.
5. Shareholders Relations.
6. Product Publicity.
7. Employee Publications.
8. Donations.
9. Promotion Programme.
 Essential Qualities of a Good
Public Relation Manager
1. Mental ability, foresight, orderliness of mind and
judgment, willingness to think straight and promptness in
decision.
2. Integrity in the sense of mental honesty.
3. A restrained self-confidence and coupled with initiated
and resourcefulness.
4. Ability to see other persons point of view and to be as
critical of one self as of others.
5. A balance temperament particularly the absence of
emotional instability and forcefulness and self centered
outlook.
6. Persistence but not to the point of obstinacy.
Edward L. Bernays listed 11 personal characteristics needed
by PR practitioners:

3. Character and integrity.

4. A sense of Judgment and Logic.
5. A broad cultural background.
6. Truthfulness and discretion.
7. Objectivity.
8. Intuition.
9. A deep interest in the solution of the problem.
10. The ability to think creatively and imaginatively.
11. Effective powers of analysis and synthesis.
12. Intellectual curiosity.
13. Training in the social sciences and in the mechanics of
public relations.
 The Need for Public Relations

1. Communication.
2. New Information Order.
3. Mutuality and Understanding.
 Establishment of Public Relations
with the Public
 3 set of people…. They are..
2. Those who know you and like you.
3. Those who know you and do not like you.
4. Those who neither know you nor care for you.
We find the large majority in the third category. And
therefore, our Aim is…
6. To reach to a position where those who know you and like
you remain in the same position.
7. Where those who know you and do not like you to change
their opinion and thinking.
8. Those who neither know you nor care for you should
develop a wish that they could meet you and do business
with you. Hence, its is necessary to establish relations
with the public.
 Management Expectation from
Public Relation
Public Relation manager works in 8 different areas…
2. Writing.
3. Editing.
4. Placement.
5. Planning and preparation of special events.
6. Typography, layout and the technical and a
broadcasting and film.
7. Counseling and advising for long range
communicative effort and public image.
8. Speaking.
9. Institutional advertising.
 5 Attributes of Public
Relation
1. Imagination.
2. Verbalizing skills for writing and speaking.
3. Extraversion, for contact with people.
4. Sensitivity to people and events.
5. Organizing and planning skills, including
leadership and administrative skills.
 Various Publics for Public
Relation
1. Shareholders’ Relation
Shareholders’ Relation
(b) Issue dividend warrant, proxy form, dividend coupon.
(c) Mobilize funds, pay dividend, interest on fixed deposits
received.
(d) Certificate of transfer.
(e) Share transfer application and procedure.
(f) Issue of share certificate.
(g) Describing organizational problems and objectives of the
company in terms of special current developments in the
company’s folder and other stockholders communication.
(h) Communication on matters relating to statutory
requirements, etc.
(i) Corresponding relating to calls, forfeiture, transmission.
(i) Respond to correspondence received from them.
(b) Issue notices, agenda of the various meetings.
(c) Informing by way of circulating or distributing to
all shareholders occasional reprints dealing with
developments vital to them.
(d) Giving response to each shareholder’s inquiry
which must be prompt to create goodwill.
(e) Drafting and circulating to all shareholders a
transcript of highlights of the annual progress at
the company’s annual meetings.
2. General Public Relation
(b) Preparing and distributing news releases about the company in
order to create public interest.
(c) Press conferences between the company and the representatives of
press, radio and television.
(d) Having a regular and prompt press information service and answer
enquires from press and radio.
(e) General public communication includes personalized mass mailings
to the editor of newspapers, magazines, radio, television directors,
educational institutions, religious institutions, public relation offices
and opinion leaders.
(f) Releasing periodic advertisements in the mass media circulating
throughout the country.
(g) Other important media for public communication is motion
pictures. It portrays the company’s operations highlighting the
economic advantages of the company’s area of operation.
The public relation department of the company is mainly
responsible for promoting goodwill among the outside public.
3. Government Relations
(b) An important dimension of external communication is
communication with the government and its departments.
(c) It covers several dealings.
(d) Correspondence with the government may cover export-
import matters, foreign exchange dealings, registration
matters, etc.
(e) The government issues guidelines, directions and other
policy matters.
(f) There is always routine communication between
government and business on several matters like foreign
policy, industrial policy, wage policy, etc.
(g) A company has to deal with all the correspondence in
which it is concerned.
4. Customers’ Relations
(b) The customer is the ultimate object whose
satisfaction and goodwill are very important for
the success of an organization.
(c) In olden days, the customer was taken granted, but
today the customer is the central figure of the
market.
(d) His needs, satisfaction and winning the goodwill is
of prime importance in these days of competition.
Responsibilities of the PR officer
(b) To prepare welcome letters and greetings personally
addressed which should be signed personally by the chief
executive officer and sent it to all old as well as new
customers.
(c) To respond promptly to all enquires made by the
customer. Effective written communication promotes a
friendly understanding of company’s policies.
(d) To prepare brochures and other informative folders which
are directed to specific customer groups like farmers,
industries, women and other special users.
(e) Prepare pamphlets and booklets printed in an attractive
manner summarizing the company’s product.
5. Dealer Relations
2. The dealer is a trader who carries on the business
of buying and selling and other dealings.
3. He effects a substantial turn-over involved in
buying, selling or distributing goods and services
directly or indirectly for cash or deferred payment.
4. A dealer is an important party in external
communication.
5. Relation of the company with the dealer is called
as Dealer Communication.
6. The methods of communicating with the dealers
will defer depending upon the nature of the
product, distribution and media communication.