Design of study

In todays modern and fast world banking is gaining a lot of importance. Thisobviously means that the Insurance organizations are also prospering, yet they practicePR. So to know what are the activities they perform I have taken the topic of PR. Objectives behind the project:1)To get an insight through the concept of PR 2)To know what are the activities performed by LIC 3)To see whether what is being described in the theory of PR whether it is exactor not Limitations of the project:The project includes only those theory aspects which are very essential for understanding the art of PR very well.Also it includes the PR campaign of only one company because in the field if Insurance LIC is the one who has a very good PR campaign. HISTORY OF PUBLIC RELATION:Public Relations as a term was first formally used by Thomas Jefferson In the year 1807 ,while drafting his seventh address to the congress delegates when he scratched out the words State Of Thought and wrote Public Relations instead. Informally Sir Walter Raleigh used it even earlier during the Land Rehabiliation Movement , while persuading people from different parts of America to settle in the rural parts of Virginia. This was the first organized effort to win and mobilize public opinion. In India , the term of course gained importance later through the Public Relations Society of India (PRSI) in 1958. Meaning And Introduction: Public Relations, commonly called as PR is an activity aimed at increasing common & understanding between an organization or individual & one or more groups called Publics. Although advertising is closely related to public relationsas it too is concerned with promoting and gaining public acceptance for the company's products the goal of advertising is generating sales, while the goal of public relations is generating good will. The effect of good public relations is to lessen the gap between how an organization sees itself and how others outside the organization perceive it.

Public relations involves two-way communication between an organization and its public. It requires listening to the constituencies on which an organization depends as well as analyzing and understanding the attitudes and behaviors of those audiences. Only then can an organization undertake an effective public relations campaign.

Many small business owners elect to handle the public relations activities for their own companies, while others choose to hire a public relations specialist. Managers of somewhat larger firms, on the other hand, frequently contract with external public relations or advertising agencies to enhance their corporate image. But whatever option is chosen, the head of a company is ultimately responsible for its public relations.

What Is Public? Public is a group of similar ideas, an assortment of persons having the same interests, problems, circumstances & goals. They vary in their forms & sizes they have a multitude of wants & desires. Each group has its own likes & dislikes. Group can be classified as :- Employees form a group/public, employers form another group etc. Other members of the public can be dealers, wholesalers, investors, etc. Each of these group is a public & everyone tries to attract a district audience with its varied tools & techniques. A public may also be made up of a no. of individuals who are unorganized & hard to identify but who for widely varied reasons have a common interest in the matter at issue Today, however, when modern means of common make vast number of people aware of controversial issues & common interests, publics tend to be large &impersonal. These publics involve people who are not known to each other & are widely distributed over the country, or even among a number of countries. The members of such public rarely meet each other face to face or have much direct communication. The impersonal but powerful publics are numerous in todays high complex society .But finally the public is any group of people who share common interest Relations:It is the outcome of mutual understanding derived from the process of sharing of common interest where as relationship is the definite type of relation or interaction taking place between two individuals, group or departments. To understand any relationship, therefore it is necessary that one understands the wants of those involved. The term PR is also applied to the profession responsible for handling such assignments. Corporations, govt. agencies, politicians & entertainers are among these

who use public relations. Their publics vary from employees & shareholders to an entire community or members of the news media. The communication between an organization & its public ranges a simple news release to a sophisticated campaign featuring films, ads speeches & television appearances. Such communication is aimed at gaining the goodwill of the public. The basis of any effective PR campaign is public benefit. If an organization does not serve the needs of public, the public will not support it. PR experts help an organization learn what the public wants & then establish policies that reflect concern for publics interests.PR generally is practiced through: 1 Corporate PR dept :- In a corporate department, specialists handle corporate PR activities for only that company. 2 .PR Agencies :- In agencies specialists carry out PR activities for several companies 3 .Public Information Departments :- Non-profit organizations like colleges and Government agencies have public information departments that work to strengthen the image of the organization Definitions of PR by some renowned people: Frank Jefkins : Public Relations means what it says- relations with the public. It is practically a selfdefining term. It aims to create and maintain confidence. It is a system of communication to create goodwill. It produces that intangible quality or asset-goodwill, and earns credit for achievements. K.R.Balan : The discipline which brings out the rewards in generating mutual understanding and the risks involved in misunderstanding between individuals, groups, governments and nations in this restless world the shape and content of which tend to be rapidly changing. Editor of PR news: PR is the management function which evaluates public attitudes, identifies the policies & procedures, of an orgnisation or an individual with pubic interests & plans & executes a program or action to earn public understanding and acceptance. Interpretation of the above definition1.It measures, evaluates & interprets the attitude of various related public.2.It assists management in defining objectives for increasing public understanding & acceptance of orgnisations products, plans, policies & personnel3.It equates these objectives with the

interests, needs & goals of various related public.4.It develops, executes & evaluates a program to earn public understanding &acceptance.

CRM in banking:What is the need for CRM in banking and what is CRM in banking context is discussed in this section. The increased competition in the banking market, reduced customer loyalty, easiness in switching between banks for customers, and changing customer trends lead the banks to find a solution to attract and retain customers to increase their profit. In order to understand, manage, and serve the customer requirements, the role of CRM comes into existence. The CRM helps in delivering the consistent and costeffective service to their customers, develop products and services aligned to customers, and increase customer loyalty and long term value of the customer (Russ 2006). According to Saravanakumar (2009), CRM is all about maintaining a sustainable competitive advantage by serving existing customers and attracting new customers. In banking context, CRM is a system which has to deal with a large number of individual retail customers and has the analytical capability to manage the customer retention rates of the bank and to enable them to cross-sell their product effectively (Buttle 2009). The CRM supports bank in executing data mining techniques to understand the customers, and also to identify the prospects for cross-selling their products. The CRM also reveals the best way to communicate and market their cross-selling products to the prospect customers. The banks also want operational CRM to reduce costs by transferring service into contact centers and online (Buttle 2009). According to Das (2012), CRM architecture is of three categories, collaborative, operational, and analytical. The collaborative CRM deals with the communication between bank and its clients, the operational CRM automates certain processes in banking, and the analytical CRM analyze the customer information and generates the business intelligence to operate in the competitive banking industry (Das, 2012).

Public relation v/s marketing

As marketing and public relations expanded their spheres of activities and as they became more aggressive in communicating with more and more and ever-larger publics, they often ended up talking to the same publics, and they sometimes used the same techniques to do it. But, even when their actions appeared to be similar to outsiders such as the consuming public, the practitioners themselves knew that their two disciplines were conceptually very different.

Many took pride in these distinctions and were quick to explain them to anyone who asked. Ray Simon, for instance, expressed them very concisely in his second edition of Public Relations: Concepts and Practices when he wrote: Marketing and public relations ... both are major external functions of the firm and both share a common ground in regard to product publicity and consumer relations. At the same time, however, they operate on different levels and from different perspectives and perceptions. The traditional view ... is that marketing exists to sense, serve, and satisfy customer needs at a profit. Public relations exists to produce goodwill in the company's various publics so that the publics do not interfere in the firm's profit-making ability." The majority of public relations practitioners and marketers alike would have accepted this distinction without too much quibbling. And, if asked to highlight the differences between their professions, marketers and public relations practitioners would have probably come up with something like the following table.

Marketing Marketing promotes the transfer of goods and services from the producer and provider to the consumer.

Public relations

Public relations helps an organization and its publics adapt mutually to each other.

Marketing's immediate goal is sales.

Public relations' immediate goal is mutual understanding or positioning of the organization with its publics.

Marketing's implicit goal is profit.

Public relations' implicit goal is positive perceptions and predispositions. Public relations' measure of success is expressed public opinion or other evidence of public support.

Marketing's measure of success is the number of sales and/or the revenue it generates.

Elements of Public Relations: 1 .Human relations: It is getting along well with the word public both internally or externally. No person can work independently & everyone who works in an organization directly or indirectly depends on one another. 2 .Empathy: Empathy means feeling with the other person to analyse others point of view & is regarded as primary pre-requisite for a satisfying experience in a relationship where a certain degree of depth of understanding is expected. 3. Persuasion: There are 2 forms of interaction between individuals or groups a)Force or compulsion b) persuasion .If one party compels another to do something instead of persuing him this is called Depotism . It is against the principle of proper conduct sanctioned by society. A sense of human interest on the person who is being persuaded will understand & appreciate the cause & effect of this action. 4 Dialogue: It is a conversation with purpose. It is not a bargain basement transaction but it is a low form of negotiation. Dialogue is a reasonable exchange of ideas bringing into view a

new form of knowledge, the use of dialogue is for influencing behaviour like selling goods or inspiring innovative ideas.

TOOLS OF PUBLIC RELATION:Common PR Tools and Techniques In order to build a relationship with the target audience and maintain it on a high level, PR specialists use a variety of tools and techniques. Some of the most common ones include:

Attendance at public events. In order to attract public attention and keep it engaged with a particular organisation or an individual, PR specialists take an advantage of every public event and the opportunity to speak publicly. This enables them to directly reach the public attending the event and indirectly, a much larger audience. Press releases. Information that is communicated as a part of the regular TV or/and radio programme, newspapers, magazines and other types of mainstream media achieves a much bigger impact than advertisements. This is due to the fact that most people consider such information more trustworthy and meaningful than paid adds. Press release is therefore one of the oldest and most effective PR tools. Newsletters. Sending newsletters relevant information about the organisation or/and its products/services - directly to the target audience is also a common method to create and maintain a strong relationship with the public. Newsletters are also a common marketing strategy but PR specialists use it to share news and general information that may be of interest to the target audience rather than merely promoting products/services. Blogging. To reach the online audience, PR specialists use the digital forms of press releases and newsletters but they also use a variety of other tools such as blogging and recently, microblogging. It allows them to create and maintain a relationship with the target audience as well as establish a two-way communication. Social media marketing. Like its name suggests, it is used primarily by the marketing industry. Social media networks, however, are also utilised by a growing number of PR specialists to establish a direct communication with the public, consumers, investors and other target groups.

Functions Of Public Relations The functions that are to be performed by a public relations department may differ from organisation to organisation depending upon the nature and activities of a particular organisation. However, certain standard functions have emerged as common in most balanced departments. They are discussed below: 1. Policy : Public relations policy is required for every organisation.A policy is a statement of guidelines to be followed in the company. The department has to develop and recommend corporate public relations policies. It has to contribute the public relations view point which helps in the formulation of decision. Its function is not merely to provide the policy mainly to the top management but also to other sections and divisions. 2. Publicity : Corporate publicity is necessary to interact with the public. The department has to undertake the development and issuance of announcements of corporate activities to external communications media.It has to handle inquiries from the press. It is part of the functions of the department to develop and place promotional publicity about the company as a whole or any of its units. 3. Product Publicity : Corporate publicity is different from the product publicity. In this, focus is on the products and how to popularise the product. This includes both new products as well as existing ones. It includes the announcement of new products through the editorial channels of the communications media. The department has to develop and execute the promotional product publicity campaigns 4. Relations with Government: Relations with government cannot be overlooked. In all spheres of activities the government inter-feres, regulates, controls and supervises. It is necessary to maintain liaison with appropriate governmental departments. This liaison covers both the local level, state level and national level. Besides, governmental relations includes:(i) advise action as needed.(ii) report trends in government affecting the company.(iii) help in preparing and directing corporate appearances before investigating bodies of legislative

hearings.(iv) direct programmes designed to promote the company's point of view inlegislative or regulatory matters. 5. Community Relations: Community contacts should be planned. It is the performance and/or coordination of corporate 'good neighbour' activities, including compliance with environmental protection standards, fostering equal employment opportunity, cooperating in urban improvement programmes, and developing community understanding of a company's problems and needs. 6. Shareholders Relations ; Relations with the corporate stockholders is more important to attract public money. This takes the form of communication between the company and the shareholders in particular .Also the investment community in general. It is necessary for the development and acceptance of the company among investors by broadening the exposure of the company's policies and financial results in the investment community. This function includes preparation of annual reports, quarterly reports, dividend cheque inserts etc. It has to plan and stage the annual meetings of stockholders and appearances before meetings of security analysts. 7. Promotion Programmes : Public relations promotion programmes should be formulated and implemented. This may broadly cover institutional promotion programmes designed to build corporate acceptance of key policies, institutional advertising, public relations literature and special events 8. Donations: A corporate donation policy should be developed for company contributions- Various aspects involved in this function are processing requests for donations administering company's foundation, and the conduct of employees solicitations for approved drives. 9. Employee Publications: The public relations department has to prepare and publish employee magazines, newspapers, bulletins, management communications etc. 10. Guest Relations: The department must undertake guest reception activities. 11. Coordinating Activities 12. Conveying and Interpretation.13. Advisory Functions

14. Instructing by doing 15. Public Relations Education Programme AREAS OF PUBLIC RELATIONS 1. Stockholders Relations The owners of the company are the shareholders with whom the company always has to communicate about various matters. Most companies use personal visits, telephone calls, mailing and supplementary reports to keep shareholders informed, interested and satisfied. Communication with them may include reports, matters on corporate meetings, dividend enclosures, magazines, special mailing, notices, resolutions ,minutes, periodic correspondence, financial matters, press releases etc .Communication with the shareholders may cover many subject matters such as : 1. Issue of share certificate; 2. Share transfer application and procedure 3. Certificate of transfer 4. To mobilise funds, pay dividend, interest on fixed deposits received 5. To issue dividend warrant, proxy form, dividend coupon 6. To issue notices, agenda of the various meetings 7. To respond to correspondence received from them 8. Correspondence relating to calls, forfeiture, transmission 9. Communication on matters relating to statutory requirements etc 10. Describing organisational problems and objectives of the company in termsof special current developments in the company' s folder and other stockholder communication 11. Drafting and circulating to all stockholders a transcript of highlights of theannual progress at the company's annual meetings 12. Giving reponse to each stockholder's inquiry which must be prompt tocreate goodwill 13. Informing by way of circulating or distributing to all shareholdersoccasional reprints dealing with developments vital to them

2. General Public Relations It is with effective communication and through appropriate media that a company maintains contacts with the public. It is the means to create and build goodwill. It also helps as a driving force to reach the public, and brings the company and the public together, linking with society in general. Maintaining external communication facilities through several media of verbal and written contacts with the public in genera l.It is not possible to build a satisfactory public image for the company. The public should be informed about various products of the company and their uses ; comparative advantages, price differentials, product, after sale services and changes must be communicated promptly. Qualitative communication ensure the promotion of a positive favourable atmosphere, develops friendly and confident feelings towards the company and its product .Audio-visual, direct mail, sales promotion, advertisements, news bulletins ,annual reports, posters, hoardings and pamphlets are few of the many media used to reach the public. Public information consists of: (a) Preparing and distributing new releases concerning the company to create public interest. (b) Public meetings, press conferences between the company and ~representatives of the press, radio and television. '(c) To have a regular and prompt press information service and to answer enquiries from the press and radio. (d) Releasing periodic advertisements in the mass media circulating throughout the country, and also in respect of certain commodities and information to customers directly .(e) General public communication covers personalised mass mailings tothe editors of newspaper, magazines, radio and television directors educational institutions, religious institutions, public relations offices, officials and other local opinion leaders .(f) Motion pictures are other important media for public communication which portrays the company's operations highlighting the economic advantages of the company's area of operations. Mass media are the gateway of the company for communication with the public. The public relations department of the company is mainly responsible for promoting goodwill among the outside public. 3. Customer Relations An effective system of communication should provide opportunities for customer information. The customer is the ultimate object whose satisfaction and goodwill are of the utmost importance for the success of an organisation. In carryingout the sales

function of planning, the management must communicate with customers. There were times when the customer was not the central figure. But today the customer is the kingpin and sovereign of the market whose needs and satisfaction, and the winning of whose goodwill, is of prime importance in these days of competitive setup. These must be communicated promptly. It is the communication which establishes the contacts with the customers. Customercomn1unication helps to establish a relationship with customers who buy and are the sources of products. The media used for advertisements can also be used effectively to reach the customers. It is the responsibility of communication: 1. To prepare welcome letters, personally addressed, signed by the chief executive officer to all old as well as new customers. 2. Customer information should include helpful and desirable informationconcerning prices, uses, after sale facilities etc. 3. Media like pamphlets and booklets printed in an attractive manner summarising the company's product etc., are the purpose of communication. 4. Enclosing handouts, progress reports to each bill or to each correspondence mailed to customers. This acts as a repetitive reminder to the customer about the company. 5. Prompt response to all enquiries made by the customer promotes and builds confidence and goodwill. Effective written communication promotes a friendly understanding of company policies.6. Preparing brochures and other informative folders directed to specific customer groups like fanners, small business, women, and other special users. 4. Government Relations Communication with the government and its departments is another important dimension of external communication. Business communication with the government covers several dealings touching many government departments. A corporate enterprise has to communicate with the Registrar of Companies, Controller of Capital Issues, finance department, industrial department and labour department. The relations of a company with the government are many sided. Correspondence with the government may cover export-import matters, foreign exchange dealings, listening,registration, taxation matters also. A company has to file a number of documents to various departments of the goverment. Filing of annual returns and tax returns are regular activities .Business houses have to consider the national objectives as well as the national priorities of economic development as indicated in Five Year Plans and other policy statements and resolutions. There is always if routine communication between the government and business on several other matters like

wage policy, foreign policy, industrial policy etc. Government communicates national objectives, priorities, achievements and programmes through the mass media like television, radio, film and ; through the printmedia like newspapers, magazines, Five Year Plans, budgets, annual reports, special economic survey reports, statistical bulletins, handbooks etc. A firm has to deal with all correspondence in which it is concerned and interested. 5. Dealer Relations A communication network should not overlook the importance of dealer communication. The dealer is a trader who carries on the business I of buying and selling and other dealings. A dealer effects a substantial turnover involved in buying, selling, supplying or distributing goods directly or indirectly for cash or deferred payment or on commission. A dealer is an important party in external communications. The relation of the company with its dealers, like those of other outsiders, is said to be dealer communication. The quality of the product, the trading policy, practice, procedure and the image the dealers to promote are the fundamental factors which must be given major consideration in the subject matter of communication. The method of communicating with the dealer will vary depending upon the nature of the product, distribution and media of communication. Communication with a dealer is quite different when the distribution is made through agents. Conferences and meetings with dealers are the usual media of oral communication. Written communication through letters is often the common method .Another medium of maintaining close contact with the dealers is by providing all the dealers with regular copies of an external house journal or news sheet. This carries relevant information from the business house to the dealers, wholesalers, stockists,agents etc. The journal generally contains messages on display, promotions, uses, benefits, and comparative superiority of the product. It also covers all such matters calculate to improve the dealer's turnover, and as a consequence, mutual profits. Direct mail is also used to maintain direct contact with the dealers. The public relations officer of the company gives guidance and help to promote sales. He is a liaison between external parties and the company 6. Inter-organisation Relations No business organisation can exist in isolation without connections and dealings with other sister business organisations. Inter-corporate communication implies a process of information exchange between companies. A company of a particular industry may have links, direct or indirect. Inter-corporate loans, inter-company investment, interlocking directorship, inter-corporate dividends, intercorporate holdings and intercorporate transactions etc., are all examples of the existence of inter-corporate communications. Information exchange between companies may take place on many matters like cost, process of production, methods of production, new methods of

production etc .It has been observed that a firm simply cannot exist or survive unless it is related with other firms in the industry. Inter-industry and intra-industry information exchange is necessary to make comparison and to run on smooth and competitive lines. Business houses undertake much inter-company communication to bridge the communication gap between the organisation and outside entities. Very often one notices that companies resort to inter-corporate and inter-institutional communication. Companies are also involved in information exchange to know the various sophisticated techniques adopted, the handling of production, appraising people about the organisation's march, social responsibilities discharged and getting their employees informed about the movement of employees in comparable organisations .In present day competitive structures a firm is expected to catch up on the efficiency attained by competitors, and make efforts to reach and exceed them .Communication between the organisations on various functional performances highlights the points of strength and weakness in individual company performance. Inter-firm information exchange facilitates inter-firm comparison, which provides an objective and realistic measurement of comparable efficiency of the firms inter se. The inter-firm messages on operating performance, financial results, product cost structure,sales trend, market potential etc., in relation to firms of similar size, capacity, nature,industry or trade present a vivid picture of comparative strong points and weak points.The firms can improve their activities accordingly. Firms thus supply information reports on their activities in the form of ratios, figures etc. EMPLOYEE RELATIONS:Employees are one of the most important audiences a company has, and an ongoing public relations program is necessary to maintain employee good will as well as to uphold the company's image and reputation among its employees. The essence of a good employee relations program is keeping employees informed and providing them with channels of communication to upper levels of management. Bechtel Group, a privately held complex of operating companies, published an annual report for its employees to keep them informed about the company's operations. The company used surveys to determine what information employees considered useful. A range of other communication devices were used, including a monthly tabloid and magazine, a quarterly video magazine, local newsletters, bulletin boards, a call-in telephone service, and "brown bag" lunches where live presentations were made about the company. Suggestion systems are another effective way to improve employee-management communications.

Other public relations programs focusing on employees include training them as company public relations representatives; explaining benefits programs to them; offering

them educational, volunteer, and citizenship opportunities; and staging special events such as picnics or open houses for them. Other programs can improve performance and increase employee pride and motivation. Public relations can also play a role in recruiting new employees; handling reorganizations, relocations, and mergers; and resolving labor disputes.

FINANCIAL RELATIONS:Financial relations involves communicating not only with a company's stockholders, but also with the wider community of financial analysts and potential investors. An effective investor relations plan can increase the value of a company's stock and make it easier to raise additional capital. In some cases special meetings with financial analysts are necessary to overcome adverse publicity, negative perceptions about a company, or investor indifference. Such meetings may take the form of full-day briefings, formal presentations, or luncheon meetings. A tour of a company's facilities may help generate interest among the financial community. Mailings and ongoing communications can help a company achieve visibility among potential investors and financial analysts COMMUNITY RELATIONS:A comprehensive, ongoing community relations program can help virtually any organization achieve visibility as a good community citizen and gain the good will of the community in which it operates. Banks, utilities, radio and television stations, and major retailers are some of the types of organizations most likely to have ongoing programs that might include supporting urban renewal, performing arts programs, social and educational programs, children's programs, community organizations, and construction projects. On a more limited scale, small businesses may achieve community visibility by sponsoring local sports teams or other events. Support may be financial or take the form of employee participation. EMPLOYEE RELATIONS:Employees are one of the most important audiences a company has, and an ongoing public relations program is necessary to maintain employee good will as well as to uphold the company's image and reputation among its employees. The essence of a good employee relations program is keeping employees informed and providing them with channels of communication to upper levels of management. Bechtel Group, a privately held complex of operating companies, published an annual report for its employees to keep them informed about the company's operations. The company used surveys to determine what information employees considered useful. A range of other communication devices were used, including a monthly tabloid and magazine, a

quarterly video magazine, local newsletters, bulletin boards, a call-in telephone service, and "brown bag" lunches where live presentations were made about the company. Suggestion systems are another effective way to improve employee-management communications. 7. Complaints Public relations firmly believe in openness and honest communication. Public complaints, suggestions and response constitute a complaint communication system The public is any group of people which shares a common interest. An organisation with its effective communication talent has to establish and maintain mutual understanding between an organisation and its public. Complaints made by the public are to be attended to, and suggestions offered should be considered. A complaintis really a favour done to the company. Correspondence with the company is a good means of communication, in particular, face-to-face conversation is still effective. Acknowledging a complaint and giving a decision without delay promotes goodwill. It is social responsibility of business as a form of activity to entertain and be responsive to complaints and suggestions. The social responsibility of a business entails obligations which a business owes to society. Communication sets in all spheres of enquiries, complaints and suggestions CRISIS COMMUNICATIONS:Public relations practitioners become heavily involved in crisis communications whenever there is a major accident or natural disaster affecting an organization and its community. Other types of crises involve bankruptcy, product failures, and management wrongdoing. In some cases, crises call for an organization to become involved in helping potential victims; in other cases, the crisis may require rebuilding an organization's image. In any case, experts recommend that business owners prepare a plan in advance to deal with potential crises in an honest and forthright manner. The main objective of such a plan is to provide accurate information quickly in order to reduce uncertainty. After the San Francisco earthquake of 1989, for example, the Bank of America utilized its public relations department to quickly establish communications with customers, the financial community, the media, and offices in 45 countries to assure them the bank was still operating

STEPS IN A PUBLIC RELATIONS

Effective public relations requires a knowledge, based on analysis and understanding, of all the factors that influence public attitudes toward the organization. While a specific public relations project or campaign may be undertaken proactively or reactively (to manage some sort of image crisis), the

first basic step in either case involves analysis and research to identify all the relevant factors of the situation. In this first step, the organization gains an understanding of its various constituencies and the key factors that are influencing their perceptions of the organization.

In the second step, the organization establishes an overall policy with respect to the campaign. This involves defining goals and desired outcomes, as well as the constraints under which the campaign will operate. It is necessary to establish such policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign.

In step three, the organization outlines its strategies and tactics. Using its knowledge of the target audiences and its own established policies, the organization develops specific programs to achieve the desired objectives. Finally, step four involves actual communication with the targeted public. The organization then employs specific public relations techniques, such as press conferences or special events, to reach the intended audience.

In step five the organization receives feedback from its public. How have they reacted to the public relations campaign? Are there some unexpected developments? In the final step, the organization assesses the program and makes any necessary adjustments.

NEED FOR PUBLIC RELATIONS The need for public relations is clearly explained n the points below 1.Communication: The means for communication have reached , technically ,almost a stage of perfection .It is today financially possible for practically everybody at least in the advanced nations- to receive information. The level of education of a wide circle of the population is rising rapidly and this ensures a steady increase in the capacity for receiving information which is guaranteed by theconstitution. Adequate information is, therefore, theoretically possible although it is by no means guaranteed in each individual case. 2.New Information Order:

Whether we are correctly informed is far more difficult to answer. Many books, many discussions in academies in radio and television in India and abroad, and countless lectures, not excluding those in Information Societyand New Information Order, as far as we are aware, a correct reply is yet to be received. The only answer, according to the philosopher Karl Jaspers given in 1963, is we in the Free World have the chance to share the responsibility and findways of receiving the best possible information. 3.Information Load: Also called message load or quantity, The sceptic will, of course, draw our attention to the flood of information to which we are all exposed today. The proper reply to this is that this flood is largely without direction and that it is incomplete or inaccurate. Information must be prepared. Essential information must be separated from trivial matter, and the interest of the receiver must be aroused in the right direction. In the organization that ignorance, the inability to appreciate or organization , superficial knowledge is extremely likely to result in dislikes, dissatisfaction and outright rejection with all their disastrous concequences. What we require is a fair means of information which eliminates existing or awakened suspicions, which builds up understanding, and creates confidence. This is what we call Public Relations. 4. Mutuality and Understanding: Going by the definition of public relations, the mutuality is based on interaction between consideration for public opinion, and the need of the communicator or organization to inform or establish contact. Understanding is created by providing insight into, and reporting on all essential matters. Confidence is cultivated by bringing the aim of the organization into harmony with the public interest, thus winning and maintaining goodwill among the general public.From all these facts, it is clear what the purpose of this Activity in,for, and with. The public' is : To act and not to react; to create an atmosphere of confidence by an active information policy, the passive part of which consists in answering queries ; to inform the public and exert influence towards the inside as a form of corporate and social counter control to establish direct or indirect connections with the public, to fulfill a kind of interpreterss function towards the public and to control communicative reaction. PUBLIC RELATIONS TOOLS :Advertising is publicity but not all publicity is advertising. It is the business of selling goods, services and ideas by inducing people to want them. It is drawing attention of public by big public announcement t o a commodity or service with the aim of selling it.Advertising may also be defined as the purchase of space in the press, or time over the radio and television to promote the sale of products or ideas, and to build up the corporate image of an institution. Advertising Is one of the forces of modernisation and

cuts across Ideologies.Any advertising campaign should contain in it the broad ingredent of public interest. The specific categories of public interest advertising are: 1. Corporate Advertising It explains the continuing research, engineering and management efforts a company makes to improve its products or services. It can be called the voice of management speaking not only to customers, but also to investors, suppliers, distributors, employees -present and potential and leaders of public opinion. 2. Public Relations Advertising It discusses the problems, policies, social philosophy, or economic goals of a company or industry, illuminates some aspect of the Nation's scene; discusses the basic principles of its enterprise, notably with respect to foreign collaboration for the reader to shed light on the economy or the society in which he lives. 3. Public Service Advertising It is designed to promote voluntary individual actions to solve national problems such as better roads, prevention of floods, better health care,family planning and rehabilitation of the handicapped. Also encouraging cultural activities, tourism, secularism, buying of Unit Trust Certificates ,voting in national elections, reducing prejudices, and other worthwhile causes. Publicity Publicity is the technique of 'telling the story' of any organisation or cause. It is the umbrella term which in its meaning covers all the techniques employed to get a story across to the public. It is weapon of war, an instrument of sales, a tool of politics. Basically publicity is news.It has to be news, that is, be of interest to be carried. Publicity includes advertising because advertising, like publicity, tells the story. But in general usage, publicity is used to describe those expressions where the medium is not paid for; whereas advertising consists of paying for the medium to get the story told. Advertising vis-a-vis Publicity If public relations may be broadly considered, as it is by many, as the act of right living, or 'being a good citizen', publicity is the act of telling the world about right living or good citizenship.The role of public relations is to make a light worth projecting. The art of publicity is the act of projecting the light. Propaganda

Propaganda describes the political application of publicty and advertising ,also on a large scale, to the end of selling an idea, cause, or candidate or all three. It was first given general currency by the Roman Catholic Churchto refer to the dissemination of its doctrines.There are two types of propaganda. The rational propaganda infavour of action that is in consonance with the enlightened self-interest of those who make it and those to whom it is addressed. The other is non-rational propaganda that is not consonant with anybody's enlightened self-interest but isdictated by, and appeals to, passion. Diplomacy The Oxford English Dictionary calls it the management of international relations by negotiation', or, 'the method by which these relations are adjusted and managed.'Sir Ernest Satow's 'Guide to Diplomatic Practice', a sound work which has been the Bible of British Diplomats for many years, wrote Diplomacy is the application of intelligence and tact to the conduct of official relations between the governments of independent states. Promotion Promotion describes commercialisation of publicity, and publicity and advertising jointly, usually on a grand and co-ordinated scale, to the end of selling a product or products. Campaigns Campaigns consist of concerted, single-purpose publicity programmes,usually on a more or less elaborate scale, employing co-ordinated publicity through a variety of media, aimed at a number of targets, but focussed on specific objectives. A campaign objective may be the election of a candidate, the promulgation of a political issue or cause, the reaching of a sales goal, or the raising of a quota of funds Public Affairs Public Affairs may be defined broadly as a significant and substantial concern and involvement by individuals, business, labour, foundations, private institutions and government with the social, economic and political forces that singly or through interaction shape the environment within which the free enterprises exist. TYPES OF PUBLIC RELATION 1. INTERNAL

2. EXTERNAL Employer of choice!! Internal public relations is a special PR discipline which concentrates on enhancing companies relationships with the employees by facilitating good communication among the management and the employees, boosting their morale and giving them the right information at the right time. Organizations will be proud to become the employer of choice as they themselves will feel that they look at their employees first and the employees look upon to work with them. Then if the employees make their organization as an employer of choice then shouldn't the organizations concentrate more on the employees? and then shouldn't they also try to make their internal communication strong? If yes, then the organizations will have to use internal PR effectively.....what do you all think of it? The internal publics Communication activities and processes undertaken within an organisational context may be defined as 'internal communications'. Other references to this field may include the more general 'organisational communication', 'corporate communication', 'internal public relations' or the more specific 'employee communication'. While the proponents of each term may argue why one is more appropriate than the other, they all agree that the concept involves strategic communication activities geared towards an organisation's internal audiences and stakeholders. Mediums of Public Relations Letters Letters which enable one person to reach another despite thelimitations of time that can cut down on personal visits and telephoning,are among the most ancient and perhaps still the most important media of mass communications. It has been said that letters are the only sellingmedium that, if taken away, would disrupt the entire modem businessstructure.They are sent out with every kind of enclosure; pamphlets andleaflets, order blanks, samples, pictures, return post cards, and manyothers.The well-written letter has a major advantage over all other media it is directed personally to an individual. If it designed to please and flatter him rather than to irritate him as an invasion of his privacy, it commandshis attention for a little while perhaps just long enough to motivate him todo what the writer wants him to do.Mail is a personal thing. A person likes to receive a letter written for him as well as addressed to him. He likes to express regard for him ,offer him a better job, make a promise or enclose a cheque. When a publicistsends out a letter written for the client's benefit rather than for therecipient's, privacy is being presumed upon. The recipient may resent it.He may throw the letter away without reading it, or read it only to turnagainst the

writer.Individually written and addressed letters have long constituted (he backbone of international communication. Offset letters are being usedin increasing volume to establish a direct speedy line of communicationwith specific publics- Letters are used on a regular or spot-news basis toreach employees, dealers, alumni, or workers in a fundraising or legislative campaign The Telephone A telephone call is more effective than a letter as a last minutereminder or an incitement to action. The telephone is goodfo getting a person to do something he should do although he might prefer not to such as attending a meeting. He can dodge a letter more easily thanthe personal commitment of a personal conversation. But for a technicalor monetary commitment both parties will find it advisable to put it inwriting to seal the telephone agreement.The secret of success in a large-scale telephone campaign is toobtain reliable telephone operators - people with pleasing telephone personalities and the persistence to keep after each number until theyactually reach the proper party and drive the message home.The maximum effect is obtained in a telephone drive when every prospect is reached over the phone by a personal acquaintance. Thetelephone being an instrument of human contact, courtesy and tact in itsuse are important in winning the understanding and goodwill of the personon the receiving end. The telephone personality of an organization and itsemployees is a vital aspect of its relations with the entire community, withmany different publics, and with every individual connected by phone.A glaring telephone discourtesy is to have a secretary put through acall and then hold up the party being telephoned because the caller has become tied up with something else. It is better for people in business tomake their own calls.People in business can win goodwill by answering their own tele- phones if possible, it is not pleasant telephone manners to have a secretaryask every caller 'Who's this? 'Who are you with? and What's the call about? Newsletter The commercial field has long made good use of newsletters. Thesehave a bright future. Newsletters tend to fit the times these days. Peoplehave fragmented interests. There are certain things they want to know alot about, and other things they don't want to hear anything about. Newsletters have the advantage of speed. They are quick to read.The public relations use of newsletters is spreading rapidly into non- profit fields as well. Associations and professional societies particularlyfind the formal effective. Its use in politics and lobbying is burgeoning.With this format, users can reach constituents quickly on matters having. both urgency and importance. The person-to-person nature invitesreading. Post Cards

Post cards are quick and easy to prepare, quick and easy for therecipient to absorb, economical to mail to constituents and an effectiveadaptation of direct mail to reach large numbers of people with a messagethat can be punched home in a paragraph.In many campaigns, a large number of individuals can be stimulatedto sign and then send post cards to their own friends and contacts. This personal touch has more influence with the recipient than would acommunique from a stranger. Public Address System Public address systems at meetings, shows, gathering of employeesor mass audiences of any kind make it possible mechanically to project hehuman voice before a large number of people.Mounted on a mini truck or other mobile auto, the public addresssystem can be transported from place to place, presenting speakers and programmes as it goes, and reaching a widely distributed audience. Soundtracks can also be rigged up at programmes in lieu of a permanentlyinstalled public address system. A portable bullhorn affords great mobilitywherever amplified sound is needed.A recording makes it possible to 'capture' a speech or radio programme and replay it by radio before an audience or over a publicaddress system anywhere. Some recordings are made on the spot atspecial events. In other instances, special programmes are deliberately produced at are cording studio. Charts Charts are by far the most-used visual aid. A chart may be painted, printed or drawn. It must be large enough and simple enough to be seenand comprehended in the presentation setting. Flannel Boards Flannel Boards consist of aboard covered with felt. Sticky-backedvisuals are placed on the surface, allowing a speaker to put somemovement and flexibility into an otherwise static presentation. Magnetic Boards Magnatic Boards are much like flannel boards, except that magnets permit the use of heavier three dimensional visuals. EFFECT ON RETURNS:While the study does not suggest that effective communication causes better performance, their results indicate that investment in employee communication is likely to higher financial returns. Due to the fact that internal communications is a relatively young practice, particularly

within the context of public relations, its scope is still evolving, and as such is prone to various interpretations depending on who is attempting to define the field. Organisational communication scholars argue that organisations are created through conversation, while marketing scholars refer to employee communication within the context of building the internal brand and customer service. The scope of activities under the rubric of internal communications will largely depend on the perspective and ideas of the CEO or the most senior communication executive in the organisation. This will again depend on their experience and vision about communication's value to the business. Diversity in workplace Regardless, internal communications will include traditional public relations activities such as research, construction of messages, selection of media channels and evaluation for internal stakeholders, as well as the more contemporary involvement in organisational processes, such as culture change and values development. The advancement in new media technology, globalisation and an increasingly diverse workforce are major factors in organisational change and the increased interest in internal communication. Employees from different cultural and ethnic backgrounds as well as different generational groups populate the contemporary businesses. Cultural and generational diversity in the workplace are seen as key issues for workplaces around the world. As a response, public relations practitioners are starting to develop programs addressing

Converting employees to embassador :communication practitioners found the untapped value of employees as purveyors of the organisation's reputation by being its ambassadors. Employees are natural 'ambassadors' because not only are they exposed to the organisational culture and practices, but also because, by choosing to work in their organisations, they demonstrate their affinity and interest in the organisation. Of course, their familiarity with the nitty gritty of day-to-day organisational practice can also become an area of risk and scandal. If an ambassador becomes disgruntled or bitter, they can easily turn into a whistleblower within minutes or seconds with the aid of the internet. Employees who take pride in their organisations are more likely to promote and defend the reputation of their employing organisations. A recent International Association of Business Communication (IABC) study on internal communications practices in small businesses confirmed that direct face -to-face employee communication practices are most valuable for building employee engagement and increasing productivity. The study also reported that the power of positive productive relationships in the workplace and trust built from a foundation of effective communication practices are essential to productivity and business success.

External Relations and Communication Word of Mouth Word of mouth spreads like wild fire. If the subject and content areright, it can burst into spontaneous combustion just as an entire forest maysuddenly be overrun by conflagration. Through word of mouth, rumour and innuendo may spread with extreme speed and spontaneity if thesubject is close to the emotion of people. Feeling and thought must quicklytake wing on word of mouth. In stimulating a word-of-mouth campaignthe important thing is to present subject matter of such interest as to cause people to repeat it to others.Word of mouth is perhaps the most subtle of publicity tools. It takesthe form of gossip and slander at times if timely action is not taken tocontrol it. Though it is the hardest to control, all our efforts need to bemade. Its manipulation is not subject to cut-and dried mechanics, as is thecase with so many publicity media and instruments. The things thatcontribute to word-of-mouth circulation are :1. A spectacular and successful event or product. 2. A spectacular publicity or activising campaign. 3. A good catchword or slogan .4. Capitalising on a mass trend or catchword. Video Cassette, Audio Cassette and Disc Recordings These are useful in overcoming some of the difficulties of workingwith a diffuse and loose-knit organisation. They assure that all concernedget exactly the same message with the desired visual and/or audioemphasis. Generally, these video cassettes, audio cassettes or disccommunications, though carefully prepared, are modest in technique.Intentionally, they do not have the ambitious-or cost-associated with fullscale production. The principal activities of the External Relations and Communications (ERCU) Unit are to plan, prepare and implement public relations and corporate communication programs aimed at making the Bank better known to its various publics so as to promote, establish and maintain its credibility and good reputation. The Unit enables the Bank to have a better understanding of how the Institution is perceived internally and externally. Reporting Relationships The unit is headed by a unit head who reports to the President. Principal Activities

acts as the Banks mouthpiece on the instruction of senior management; advises senior management on public relations and communication issues within and outside the Bank; plans, prepares and implements information programs to keep the public and specific groups (government services, business circles, NGOs, international organizations, the general public, etc.) informed of the Banks programs and achievements; prepares and implements communication programs to mobilize public opinion in favour of the cause for economic and social development of Africa, and the Banks activities in this area through the publication of articles and speeches, the dissemination of films, the organization of exhibitions, visits, debates, etc.; produces and distributes brochures, publications, press reviews, audiovisual as well as electronic documents for the media and public to enhance the Banks image, and maintain good and close working relations with all the medias; prepares and disseminates press releases, as well as organize and conduct press conferences and seminars to present the Banks views on major economic, political, social and financial problems in Africa; produces bulletins, information circulars, as well as other publications on Bank activities regularly for the staff, so as to enhance understanding of Managements objectives and initiatives; provides advice and assistance required for formulating Bank policies and plans on the design, implementation and dissemination of the Banks information products and coordinate the publishing and distribution services for the printed and electronic publications of the Bank; conducts regular research to enhance knowledge of the attitudes, opinions, and aspirations of the Banks major publics; and implements the Banks information disclosure policy, as well as manages the public information centre responsible for providing information on Bank activities and operations.

Key Interactions Internal interfaces:

all organizational units for the dissemination of information about the Bank;

all Bank staff for information; all organizational units for advice and assistance in information management and related fields.

External interfaces:

multilateral development banks, government services, NGOs, international institutions, business circles, university circles, and the general public of member countries for the dissemination of information on the Banks activities, policies, and objectives; the media within and outside the African continent for the communication of information and procurement of advertising space and time

Techniques For Effective Public Relations

Counseling and Program Development :We consider counseling on matters related to communications to be the most important function we provide. None of our programs proceed without a foundation of sound strategies with clear goals and objectives. A written plan of action defines your objectives as a client, your communications needs and appropriate strategies and activities. The plan also includes a schedule for realizing objectives and a recommended budget. Evaluation of program effectiveness is ongoing. Media Relations:Our broad range of current contacts with general media such as newspapers and consumer magazines and with industry-oriented business, trade and technical publications have been developed over the years. Regular and frequent phone and personal communications keeps our awareness high. We stay abreast of what publications are looking for, specific editor interests and readership changes. By anticipating editors needs, we are able to better sell your stories.

Interview Arrangements and Preparation:For all major interviews, Brigham Scully prepares a detailed briefing about the type of publications, the reporter, the subject, and the types of questions expected. For especially important or sensitive interviews, we also prepare a set of challenging questions and review with our interviewee the various answers which would be in our clients best interests.

Editorial Tours:Editorial tours can prove valuable opportunities for meeting with editors on an informal basis. One or two client executives and an agency representative visit appropriate business, trade and technical publications and industry consultants. We usually time such tours to take place immediately preceding tradeshows or major association events. As many as five or more editorial meetings can take place in a day with breakfast, lunch and dinner meetings scheduled as convenient. Preparation of special press materials or audiovisual presentations are completed prior to the tour. Thorough follow-up ensures that the tours generate expected story coverage. News Conference Planning and Coordination:Although the news conference is an accepted public relations technique, we reserve these events for truly major and significant announcements. We find that, in many cases, especially when dealing with several competing publications, the one-on-one interview, in the clients office, neutral territory or during a tour is more effective. When we do stage news conferences, we assume responsibility for selecting the media list; preparing special invitations; preparing press kits and other special materials; arranging time, place, refreshments and other logistics; briefing and rehearsing client participants; and handling important follow-up with individual reporters and editors.

Writing:We take pride in producing high quality editorial work. Our writing efforts on your behalf would include

News Releases On-going news releases will cover new products, product enhancements, personnel appointments and promotions, plant and other facility expansions, pricing changes and, of course, key business developments such as contracts and marketing agreements. "Perspective" News Releases The perspective release is a statement by an executive about an issue of importance to his or her industry. Such releases are effective in building recognition and respect for company executives. Editors frequently request these releases be expanded into longer viewpoint, guest editorial or opinion articles.

Articles We regularly generate features, application and case-history articles, as well as highly technical articles. After interviews of appropriate people, we do additional research, draft the article, submit it for approval, and place it in an appropriate publication. If your staff members prefer to write detailed articles themselves, we would provide guidance on the subject matter and style, editing services after the draft is written, and placement. Papers and Speeches Speaking engagements at key industry events and forums provide important visibility. We can work with you to identify speaking opportunities and write speeches and papers. Each presentation also becomes an opportunity for generating news releases and other publicity, beyond the immediate audience. Editorial Calendar Reports For each of our clients, we prepare an annual calendar of themed publications issues for the coming year. These are updated as new information becomes available through special periodicals which report last-minute activities of the press, or through our constant contact with editors and reporters. Frequently, early contact with the editor handling the round-up gives us an opportunity to suggest an approach most favorable to our client to assure a major sometimes dominant role in the issue.

Crisis Management:No one enjoys planning for a crisis. Many companies would prefer not to have to talk to customers, the press or even employees when crises occur. But open channels of communication enhance your companys image in good times as well as bad. A crisis well-handled can build well-earned respect, as well as trust in company management. At Brigham Scully, we are always prepared to help you handle the unexpected and the unwelcome. We also attempt to anticipate crises to better prevent their occurrence.

Special Events:Special Projects Brigham Scully can assist with a wide range of special projects, such as press conferences, arranging editorial tours, organizing and managing community relations activities and open houses. Tradeshow Support At any tradeshow, symposium, or seminar in which you participate, Brigham Scully can create special activities to maximize press coverage. Innovative approaches to the press are usually needed at tradeshows to differentiate a company and its products from its competitors. Preparation of press kits and arranging interviews, of course, are basic to tradeshow news coverage.

Product Reviews Reviews are regular editorial features in many publications. We contact appropriate editors, ship the pertinent information, and follow up as required to solicit reviews. Merchandising the Results As various articles and stories appear, or speeches are given, we "merchandise" the results. This typically involves use of direct mail, handouts and other methods to get articles and speech reprints into the hands of wider audiences. Cause-related marketing is one of the fastest-growing types of sponsorships. It occurs when a company supports a nonprofit organization in some way. For example, M&Ms sponsors the Special Olympics and American Airlines raises money for breast cancer research with an annual celebrity golf and tennis tournament. The airline also donates frequent flier miles to the cause. Yoplait Yogurt donates money for breast cancer research for every pink lid that is submitted. Cause-related marketing can have a positive PR impact by strengthening the affinity people have for a company that does it. strengthening the affinity people have for a company that does it. ROLE OF PUBLIC RELATION Public relations can and should make an important contribution in helping to form an organizations ideas about what it is, what it should do and what its publics want and expect from it.

Communication Management The public relations role that calls for developing communications objectives that are consistent with an organizations overall objectives. As two -way communicators, public relations practitioners interact directly with key publics, relaying the resulting information (with recommendations) to other members of the management team. Crisis Management Establishing methods and policies to be used when an organizations operati ons become involved in an emergency affecting the public. This includes policies and procedures for the distribution of information to employees, media, government and other key publics. To view a sample media analysis report that uses crisis management, Issues Management This involves identifying problems, issues and trends relevant to an organization and then developing and executing a program to deal with them. Included is the study of public policy matters of concern to an organization.

Relationship Management This involves the role of public relations in identifying key publics and establishing strategies for building and maintaining mutually beneficial relationships with those publics. Reputation or Image Management The planning and implementing of policies, procedures and strategies that demonstrate an organizations commitment to public and social responsibility, ethical behaviour, corporate identity and reputation with key publics. Resource Management PRs management of human and financial resources revolves around setting objectives, planning, budgeting, recruiting and hiring PR staff and administering those resources. Risk Management As preventive PR, this role involves helping an organization recognize areas of potential danger and recommending needed changes before potential dangers develop into crises. Strategic Management Acting as a counselor, the PR practitioner serves on the management team helping the organization develop sound policies that are in the best interests of the public as well as the organization. The PR practitioner integrates an understanding of the concerns and attitudes of key publics into the organizations managerial decision-making process.

Public relation activities

Audio-Visual Communication Television and Radio broadcasts are a basic medium of consumer communication. Now a-days it gaining a lot of importance. Television and Radio advertising The corporations advertisements reached nearly 25 crore people through over 50campaigns. There were 79 hours of TV advertising and 408 hours of Radio advertising Printed Communication

At LIC printed communications are used in conjunction with oral communication media. Press Release Press releases are frequently handed out to the media by the local PR department on behalf of the company. These generally comprise of any subject or issue concerning thecompany, containing information for policy holders or any item of news value to themedia and its readers. Journals and Publications

Financial Results The annual financial report of the corporation is published in the National dailies and isalso circulated amongst the shareholders to keep them informed. It also aims at attractingnew investors. Booklets, Brochures and Pamphlets Booklets, Brochures and Pamphlets are generally taken out to inform its internal andexternal public about its various new schemes and act as an effective medium of printcommunication . Posters and Hoardings These tools are not only an advertising medium but also a very effective PR tool. LICuses posters and hoardings to get quick public notice. Posters and hoardings are widely placed throughout the city at busy intersections like subways, railway stations, roadsides, bus shelters, etc

Role of public relation in banking Public Relations Role in Banking

Banking used to be simpler. People maintained accounts and loans at one of a handful of local banks close to their home. Marketing and public relations were not necessities because competition wasnt as fierce. Banks could count on a loyal following, based in part on the personal interaction bank employees had with their customers. This is not the case anymore. Between ATMs and online banking, many customers no longer need human interaction for their day-to-day banking transactions. As a result, many banks have lost the opportunity to provide a personal touch. This, combined with domination in some markets by a few, large banking institutions and the ongoing need to introduce new products and services, means that banks must take greater measures to stand out to their existing and target customers, no matter the size. To achieve this, banks are investing in marketing and public relations to promote their offerings and corporate brand OBJECTIVES OF PUBLIC RELATIONS IN BANKS The main objective of public relations is to establish good understand-ing by sharing a common problem or interest with the public. By public we here mean both an internal public and a public external to the organisation. Mutual understanding can be established only by sharing a common interest , by communication and relations .However, the following are the broad objectives of public relations : 1. To promote mutual understanding. 2. To avoid the risk involved in misunderstanding. 3. To win friends .4. To influence people .5. To change the behaviou r and attitude of the public .6. To enhance the patronage from the various sections .7. To help in fund raising

.8. To persuade individuals, groups etc .9. To connect misconceptions and clarify on criticism of its policies and practices 10. To promote goodwil l.11. To create and maintain the image or reputation about the company .12. To forestall attack by the competitors or opponents. 13. To undertake a public relations education program. 14. To help the public to love life and work for better or for worse without conditions. 15. To improve internal staff relations .16. To liaise, counsel and advise .17. To provide information about the activities of the company to the press and writers 18. To prepare and supply the public with information about the organisation like price, quality, export, employment, and other special features .19. To ascertain public opinion, conduct opinion research, and under-stand public attitudes on the organisation, profession and practice. 20. To sponsor dealer and distributor relations schemes .21. To undertake programmes like sales training courses for retailers ,wholesalers. 22. To establish press relations, publicity articles preparation, press release, photographs. 23. To communicate with the employees on their benefits, accident prevention labour relations and collective bargaining. 24. To undertake a campaign of public education about an industry or profession and its contribution to the public .25. To establish relations with federal and state legislators, agencies. STEPS IN A PUBLIC RELATIONS IN BANKS

Effective public relations requires a knowledge, based on analysis and understanding, of all the factors that influence public attitudes toward the organization. While a specific public relations project or campaign may be undertaken proactively or reactively (to manage some sort of image crisis), the first basic step in either case involves analysis and research to identify all the relevant factors of the situation. In this first step, the organization gains an understanding of its various constituencies and the key factors that are influencing their perceptions of the organization.

In the second step, the organization establishes an overall policy with respect to the campaign. This involves defining goals and desired outcomes, as well as the constraints under which the campaign will operate. It is necessary to establish such policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign.

In step three, the organization outlines its strategies and tactics. Using its knowledge of the target audiences and its own established policies, the organization develops specific programs to achieve the desired objectives. Finally, step four involves actual communication with the targeted public. The organization then employs specific public relations techniques, such as press conferences or special events, to reach the intended audience.

CONCLUSION

Public Relation came into existence by the belief that if we do something good for people then only the people Will say good about the organisation. Today's is a age of competition. And to remain firm in the competition depends on how efficiently theOrganisation manage its PR & project the company's image .Public Relation will not sell goods and Services but it is bound to create anatmosphere which will make

the free enterprise , a reponsible enterprise . Public Relations , in fact Will prove to be the most effective tool for communicating with the People who are still remote from industry for convincing them that Corporate objectives are ultimately in the interest of the public .The PR Mantra has now became pervasive. Neither a individual nor the organisation & not even the government Or a UN body can thrive or sustain in this age without effectively strategising PR. .