Methods of Public Relations (Tools)

Once the facts are collected, plan prepared, information has to be "Communicated to the people to achieve the desired objectives. A PRO is, therefore, called upon to communicate to a heterogeneous population who has a vast variety of tools at his disposal. There are two aspects of communication. One, the physical transmission of a message and two to bring about a change in the prevailing attitudes of people. In dealing with various public, a PRO must, theref6re, first understand the mental pictures of a particular group and employ appropriate tools to modify these pictures. The success of an individual, an industry, an organisation or a government depends upon the ability about appropriate attitudinal changes to communicate effectively. PRO practitioner should analyse a situation carefully, lay down objectives choose the proper tools and utilise them individually or in combination to achieve effective communication at the desired end. Tools do not make a man but man makes tools work. Only those who know the strength and weakness of each of the following tools can effectively use them. Tools 1. Written Word (a) Newspapers and periodicals (i) Press releases 00 Press conferences (b) House journals (c) Advertising 2. Audio-visual (a) Radio (b) Television (c) Films 3. Other Media (a)Photographs (b)Folk media (c)Exhibitions (a) Oral communication : Oral communication is personal communication. It is persuasive communication. A person can word his message differently for different people. He can have a free and frank discussion and work around the listener's biases. The talk between two persons is based on trust and mutual goodwill. Either they arrive at an agreement or they agree to differ and continue the discussion later. Mahatma Gandhi and Jawahar Lai Nehru were no great orators but they spoke from their heart and their words, like bullets hit the bull's eye. They practised what they preached and were the heroes of the Indian people.

How to be Effective
A PRO must be master in oral communication. He does not push out press releases all the time but talks most of the time to his colleagues within the organisation or with representatives of the press. Occasionally he is also called upon to deliver formal speeches or organise group discussions and seminars. The preparation of speeches is often the task of the public relations department. Orators are born not made but it is possible for most people to achieve a good standard of public speaking if they are prepared to take some trouble. A short speech, delivered with feeling, will always carry more weight than a long address read carefully from a prepared script. One has to weigh his words before speaking and cultivate the art of conducting conversation. Here is a list of few points for oral communication given by Baldeo Sahai in his book, Public Relations~A Scientific Approach. 1. Sincerity of purpose is the secret of being a good conversationalist and a successful public relations officer. While

collecting information from a senior executive the objective is to publicise the activities of his department and build up a better image of the organisation. 2. In his dealings, with press representatives, public men or office colleagues it is necessary to retain their confidence. Whatever has been told to him in confidence should never be divulged. Official secrets should never be disclosed. A secret is a secret. It is not to be told even to the most friendly correspondent. 3. Between management and workers, a PRO should try to carve out a place so as to enjoy the confidence of both. In talking to workers he should find out what is nagging them most and convey their genuine grievances to the right quarters. He may put across management's point of view before the workers in a friendly manner. In this way he can bring about better management-labour relations. 4. Like a journalist, a PRO is supposed to know everything of something and something of everything. A PRO who has wide-ranging interests and can talk intelligently on many topics will be more successful in his profession. 5. One salutary principle of a good conversationalist is never to talk ill of anybody. Always talk about the good point of a person and be liberal in your praise. Don't discuss a person's defects. Worldly wisdom dictates that it is not helpful to talk ill of people. 6. To be a good talker, it is necessary to be a good listener. A verse in Urdu says that one should speak once after listening twice because God has given us only one tongue and two ears. If one talks less and listens more he will kill two birds in one shot. 7. PRO may also be called upon to organise group discussions, seminars or symposia. He should maintain a list of authoritative speakers on various topics. At times it may be necessary to have a mass meeting to put across certain ideas or policies where necessary. The press may be invited to cover such functions and adequate arrangements made for proper seats and supply of background material.

Guidelines for PRO

1. A PRO should first decide what he wants to say and put down his ideas lucidly and briefly.

2. It is better to get in touch with the Deputy Director General at the Centre or the Station Director of the region for arranging talk, discussion or an interview, etc. Give him all the relevant information, including if possible the names of authorities who can speak on the subject with intimate knowledge. 3. Programmes beamed for the ruralites should not be confined to subjects of rural interest. The objective should be to keep village people informed generally on all important developments in a country. The tool is to be pressed into service to transform their 'inner pictures' and change their outlook from the bullock cart to the jetage stage. It is, therefore, necessary in the national interest, to include news about all types of developmental activities in rural programmes. 4. Women constitute almost half of the population. As with the rural population, the information level of women has to be raised. Here it is not an event but a process which has to be projected. For that, a special feature story or a skit about the activities of the organisation can work wonders if presented in an interesting form. If necessary, the PRO may commission professional literatures to help him. 5. Recast your material to suit the mental level of your listeners. An eye must be kept on the possibility of utilizing other special audience programmes like those for industrial workers and youth. 6. Try to sponsor a radio feature on special occasions like completing a decade, a silver or golden jubilee, launching a new venture, achieving a breakthrough in research and development, exports or import substitution. 7. In case of organisations which provide farm inputs like seeds, fertilizers and pesticides, it would be far more effective if the programmes based on interviews with producers and users are produced. The management representative will explain the merits of his product and the right way of its use. The actual user will then give his name and place and relate his own experience and explain the difficulties if any which will be answered by the producer. A composite programme like this based on recorded interviews will go down much better on regional radio stations than straight talks, or even discussions. A PRO may first discuss programme pattern with the station director and take a recording team with him. Sometimes he may himself record the items as suggested by the station director and pass on the recordings to the radio station. Similar programmes can be prepared for urban people also. After all the objectives of the PRO, and that of the AIR producers are identical

to produce effective programmes which will motivate the people in the national development effort. 8. When organising a programme on radio, try to avoid a straight talk, even though it may be from the chief executive. The PRO is concerned with the success of the programme. It should make an impact, stimulate thinking, invite comments, people should talk about it. Better have a group discussion, or at least an interesting interview.

House Journal
A house journal is a periodical publication which tries to establish regular communication between an organisation and its employees and other public. It is an outcome of large organisations and management complexities. In the small organisation the owner calls his employees together and communicates to them whatever he has to, face to face. In the bigger organisation, direct communication becomes difficult and messages are conveyed through cyclostyled circulars. These grew into news letters and finally into house journals. A house journal creates a sense of belongingness among its employees. It makes him feel that he is not alone, that he is safe and secure, that there is somebody to take care of him and his family. It is a medium of communication intended to project the image of the organisation both within and outside of the organisation. The purpose is to improve the morale of the employees, create favourable climate for the working of the organisation and promote and provide opportunities for creative expression. This is a unique opportunity, and the journal conveys the message regularly. . A PRO should examine whether his organisation really needs a house journal. A company may be small, but its public may spill over several countries. The commodity it manufactures may be in international demand. It would be necessary for the company to keep in constant touch with its clients and inform them about its latest product. Such a concern, though employing only a handful of workers, would need an external house journal. There may be other organisations employing a few thousand persons and serving millions like a telephone exchange, an electricity department with workers on the job spread all over. In such cases a house journal may not serve much useful purpose. The point to be stressed is that a house journal is not a status symbol that every PR department should have. The activities, objectives and size of the organisation should be taken into account to decide whether a house journal is necessary. Therefore, the management should take a deliberate decision whether a house journal is to be brought out by the organisation. If yes, what objectives it is supposed to fulfil and the objective of a house journal will differ from organisation to , organisation depending upon its activities.

Advertising
Advertising is also very effective medium for communicating public relations purposes. Traditionally, organizations have used advertising to sell products but lately, firms use advertisements for purposes other than product promotion. This unique type of advertising became known as institutional advertising, image advertising, public service advertising and public relations advertising. Where promotional advertising was hard sell, public relations advertising was softer. Public relations advertising focused on the general image of the company wished to convey and the public issues it wished to confront.

Audio-Visual Media
(a) Radio Radio is primarily a medium of news and entertainment with commentaries, talk shows and debate. Its use as a public relations tool must be approached within this context. The following are the ways to reach rural audience : 1. through news and informational programmes; 2. through entertainment programmes; 3. through the feature programmes. (b) Television Television has impact and realism, is welcomed everywhere, and is readily available as a publicity medium for

practitioners who will take the time and trouble to learn how to use it. An increasingly larger portion of TV time is being given to news broadcasts and to the news documentary, social issue and action coverage. These programmes offer many opportunities to the alert publicist. On using TV as a public relations tool, Sydney H. Eiges offers the following counsel. Networks have the glamour, the star appeal and the high budget programme but in public relations thinking television should also be considered as a service provided in hundreds of communities by individual stations. Each of these stations is essentially concerned with its own community. Identifying a story with that of the community at large arouses the interest of the local station and wins its co-operation planning a campaign on a local basis can often be more productive than aiming only at networks which are if necessary more difficult to crack. Materials and ideas should be aimed specifically at individual communities or regions. Stations should be approached individually and personally. Following are some of the tips for the practitioners seeking time on TV: 1. 2. 3. 4. Approach the right person in the station. Have a definite plan to discuss. Have an idea with audience appeal, so that the station won't lose its viewers while the programme is on the air. Programme idea must be within the station capabilities.

(c) Films The film is a very powerful medium of public relations, and its use dates back to the increasing popularity of the documentary film in the decade before the war. The function of documentaries has been taken over to a great extent by television, but there is still a very important place for film in public relations as a medium of communication, instruction, education, entertainment, marketing, research, etc. It brings the audience in direct contact with facts and ideas through sight, hearing and emotions. It thus makes a direct impact on the captive audience. The motion picture offers a number of advantages as PR medium. These are : (i) (ii) (iii) (iv) (v) (vi) greater impact because of its powerful appeal to eye, ear and senses; effective learning aid on account of auditory and visual qualities; accurate reproduction of objects and events; clarity; long life-span; and measurability of circulation and effectiveness statistically, etc.

To sum up, the film is an appropriate medium of PR but the organization has to have necessary resources for this expensive medium. Also, the decision to use film as PR medium should be made in relation to costs and relative effect of other media available to PR. Other Media (a) Photographs Photographs and illustrations are an important aid to public relations. The first point to appreciate is that photographs always lend authenticity. Everyone knows that photographs can be as misleading as statistics, but nevertheless they are generally accepted as authentic proof of facts or events. They add to interest in the story, and at times have a compelling appeal that is absent from printed matter, however well laid out and displayed. Photographs reduce boredom. It has definitely edge over the printed matter. A picture can be worth a thousand words. It enhances the meaning of a news story or a feature or an article. It is more effective. The hurried reader may miss a news story but he would hardly miss a picture. He absorbs the message at a glance. It has news worthiness even for the illiterates. An illiterate person who cannot go for reading, photographs are of immense importance. He can immediately judge what the photographs is about.

(b) Traditional Media The traditional media have played a very important role in solving several emotional problems and channelizing the destructive forces into constructive ones. In India too, music, dance and drama have always played an important role in combating destructive elements and in harmonizing emotional outbursts relating to caste, creed, religion and language issues. Several folk forms of entertainment prevalent in different parts of India were powerful media of public instruction and a unifying force for emotional integrity. They brought the poor and the rich together. Thousands of people suffering from domestic and psychological problems used to witness them as a relief to their perplexed life. Such healthy entertainment did dissuade the human beings from destructive activities. The use of traditional medium for communication according to modern needs is a very delicate affair. The PR man can make clever use of traditional media for his campaigns, particularly in the rural areas. Dr. Karan Singh, then Minister for Health and Family Planning, asserted : "Folk media has credibility with the masses which no sophisticated mass media can hope to achieve. He considered folk media to be much more effective than electronic media. Traditional folk forms constitute the genes of a country's culture. They contain its artistic information in the most subtle form and carry it forward from generation to generation. The expression is informal, spontaneous and intimate, encouraging audience participation and often involving the entire village or community". In the developing countries where illiteracy is wide-spread and communications scanty, the folk media assume greater importance. They emerge from local soil and form an integral part of the life of the people. Public relations practitioners should dig into the wealth and adapt these media with the help of modern techniques, in the desired forms. (c) PR through Exhibitions Exhibitions are an important medium to project an organization's materials processes, products, or its activities, services, ideas to the public. The aim is to either boost up sales or to project the activities or the corporate image to the organisation or to develop contacts with similar other bodies in the country and abroad in the specialized field or to earn the goodwill of the people or of a section of the community. Once the objectives are decided, efforts must be made to achieve them as effectively and economically as possible. Arrangements will have to be made in tune with the prevalent standards. The general idea of participation is to attract attention, to make an impact, to earn goodwill, and to motivate viewers. It offers an excellent opportunity for personal contact with prospective consumers, customers or dealers. Most of their queries can be answered on the spot, and others noted for follow up action. Before organising an exhibition PRO should bear in mind the following basic points as produced by Baldeo Sahai in his book {PR-A Scientific Approach): 1. 2. 3. What does the exhibition expect to achieve ? What ideas are intended to be implanted in the mind of the visitors ? On what lines would he like to motivate them ?

The PRO may like to use the exhibition. to create or strengthen awareness about the existence of his organization; (ii) to explain its activities to visitors with the help of pictures, models and other display media; (iii) to take them round the exhibits and show them actual products and photographs as seeing is believing; (iv) to meet the existing and potential customers; (v) to invite business inquiries and adequately answer them; (vi) to make a mental note of the doubts or apprehensions expressed by visitors about the products or services for future follow-up; (vii) to aid and supplement market surveys and longrange research; (viii) to back the effort of local dealers and retailers; and (i)

(ix) 4.

to take orders and pass them on to the sales department.

The PRO would like visitors to his stall to carry away with them the impression that: (i) the organisation renders useful service to the community; (ii) it spends substantial sums on research to improve the quality of its products; (iii) customers are treated respectfully and offered satisfactory after-sale service; (iv) it is manned and managed by honest, reliable, energetic persons; (v) it looks after its workers and is a good employer; and (vi) all in all it is an efficient organisation quite dependable in its dealings.

5.

He would like to motivate visitors: (i) to prefer relation with his organisation as a consumer or a dealer; and (ii) to think well, speak well and write well about the organisation.

PRESSRELEASE
The usual way of issuing information to the press is by writing a press release. A press release is official, authorised statement about the policies and activities of an organisation. As the company or the government has to stand by it, the press release must be factual, correct and project the policy clearly and without ambiguity. It should leave no scope for misreporting. This is then sent by post or by hand to various newspapers and periodicals and to radio and television news offices. It should also be communicated to the news agencies, who have direct tele printer contact with the main newspaper offices in the country. The news agencies edit the release and do not send it out in its entirety, so it is always worthwhile sending out the full release as widely as possible. The PRO should give adequate information on all points of public interest. If he examines the material critically from the view point of a press reporter and the public, he will immediately discover certain areas where further light or classification is necessary. The press release should be written in journalistic style. It should follow the principles of news reporting. The introduction or lead should be in a summary format. It should answer the five W's and one H as it is in a news story. The second and the subsequent paragraphs should elucidate and elaborate the points. It should provide facts or information of interest to the readers and should attempt to cover all aspects of a specific subject. The release should not be generally lengthy. It should be concise and to the point. The release is a piece of clear writing without any ambiguity, without any effort towards colour or ornamentation. As far as possible each story should be complete in itself. Public memory is short and people, are not likely to remember what had been said on the subject a couple of months ago, or even the previous fortnight. Moreover, repetitive publicity is the essence of selling an idea. It should have a consistent format. Generally, the name of the agency from where the release emanates is given on the top. The date and place are indicated on the top right side. The release should have a title or subtitle also, if necessary. In the case of releases from non-official organizations, it is desirable also to mention the designation of the person issuing the release and his telephone number. Types of press release covering Government news : 1. 2. 3. 4. Press Communiqus Press notes Handouts Unofficial stories or unofficial handouts

Press communiqus are issued when some important government decisions or announcements are made such as cabinet appointments, conclusion of the foreign dignitaries visits, etc. The press communiqu is formal character. It carries the name of ministry or department and the place and date at the bottom left hand corner of the release. Generally, the press is expected to reproduce the press communiqu without any substantial change. No heading or sub-heading is given on press communiqus.

Press notes are less formal in character. They are issued on important matters. They also carry the name of the ministry/department and the place at the bottom left hand corners. Headings or sub-headings are given in press notes. Handouts are issued on a variety of subjects and on day-to-day activities of the ministry/department, VIP speeches, questions and answers in Parliaments, etc. The handout is a less formal type of release and not issued under the government's formal authority. It bears the name of the PIB or other releasing agency on the top without any mention of the ministry/department to which the release pertains. The place and date are indicated on top at the right hand side. One of the most important common categories of handouts relate to the speeches of ministers or other high officials. The handout is released only when the speech is connected with governmental activity. No official handout is issued if the minister has spoken in his personal capacity as a member of a political organization. The speech when released to the press in the form of handout is summarised and properly edited. Formal, introductory and concluding remarks are omitted and redundant and repetitive material taken out. A proper title and sub-title are given. The important aspects which are to be stressed are included in the beginning paragraph or in the lead. The full text of the speech is not released unless the subject is of very great importance. Unofficial handouts are issued on the subject where the government would not like to assume official responsibility in the matter but feels that there may be positive advantages in making information public unofficially. These handouts are supplements to oral briefings. The unofficial handouts do not have the imprint of the PIB or of other releasing agencies. The date and place are indicated at bottom left hand corner. Timing of releases is very important. All releases should so far as possible reach the desk by 6 or 7 p. m. The PRO should finalise history at least one hour in advance of the official delivery time.

Non News Releases

These are such releases which do not cover news but give information in an indirect way and help in building the image of the government. More widely known releases of this type are back grounders, biographical sketches, contradictions, articles and features, newsletters, releases on reports, broadcast talks, etc. The releasing agency's name is given at the top. The place and date are indicated on the top right hand side. Title and sub-title are also given. Press Conferences The holding of the press conference has become an accepted means of issuing information to the press. A press conference should never be called merely to handout a development or information which could be covered equally well by a press release. The main justification for holding a press conference is that the subject is an important one likely to elicit plenty of questions from the journalists present A press conference should never be held as a routine affair. It should be held to announce all major pol i cy decisions and important announcements. Press conferences can also be arranged for other officers on specific subjects if they are authorised to communicate with the press invitees to the government press conference are normally all accredited correspondents i n c l u d i n g foreign correspondents, accredited cameramen and representatives from radio and T.V., etc. In the case of private organization all correspondents who normally cover the organization are invited to the press conference. Official invitees to the press conference should be reduced to the minimum. The information officer or public relations officer should brief the speaker in advance about the correspondents and the nature of questions likely to be asked. Where business houses have public relations officer, they should fully brief the subject-matter so that the executive can speak with informality and ease. Before the press conference begins they should also gave a proper but brief introduction of the speaker and the subject. Invitations to the press conference should be sent well in advance indicating the date, day, time, subject and venue of the conference. The name of the person holding the press conference his designation or status should be mentioned. It is advisable to hold the press conference in the forenoon or early afternoon so as to catch the dak editions also of newspapers. In case of important press conference it is necessary to tape-record the proceedings. Discussion on individual and personal cases should be avoided. Generally not more than half a dozen questions are to be allowed on any one aspect of the subject. It is necessary to prepare a comprehensive note on the subject of the press conference. This note should be distributed a little before the press conference is scheduled to start. This will help in many ways, particularly in

checking facts and statistics. Tea, coffee or light refreshment can be served at the press conference. The press conference arrangements should be well thought out. Transport can be provided both ways if the press conference is held at some distance or out of the way place. Give equal treatment to all newspaper representatives. The publicist should treat them on equal basis. Under no circumstances should any press representative be excluded from the press conference on this account.