Public relations (PR) is the practice of managing

the spread of information between an individual

or an organization and the public. Public
relations may include an organization
or individual gaining exposure to their audiences
using topics of public interest and news items
that do not require direct payment. The aim of
public relations by a company often is to
persuade the public, investors, partners,
employees, and other stakeholders to maintain a
certain point of view about it, its leadership,
products, or of political decisions. Common
activities include speaking at conferences,
winning industry awards, working with the press,
and employee communication.

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 ORIGIN OF PUBLIC
RELATIONS
Thomas Jefferson (1807) used the phrase
"Public relations" in the place of "State of
Thought" while writing his seventh address to
the US Congress. In India, Great Indian
Peninsular Railway Company Limited (GIP
Railways) carried on publicity in Public Relations
campaign in England for promote tourism to
India through mass media and Pamphlets. During
the time of First World War a central publicity
board was set up at Bombay (now Mumbai) for
disseminating war news to the public and press.
After Second World War the Public Relations
activity gained importance both privates as well
as Government started Public Relations
campaigns.

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 Definition
“Public Relations is the deliberate, planned and
sustained effort to establish and
Maintain mutual understanding between on
organization and its publics.”
- Institute of Public Relations, USA

“Public relations is the attempt by information

persuasion and adjustment to engineer
Public support for an activity, cause, movement
or institution.”
- Edward L. Bernays

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 Qualification for PR
• A PR postgraduate qualification within
marketing, fundraising, events promotion, or
journalism trades.

Skills Required
• Excellent communication skills both orally
and in writing
• Excellent interpersonal skills
• Good IT skills
• Presentation skills
• Initiative
• Ability to prioritise and plan effectively
• Awareness of different media agendas

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 Duties OF PR

• Planning publicity strategies and campaigns

• Writing and producing presentations and

press releases

• Organising promotional events such as press

conferences, open days, exhibitions, tours
and visits

• Speaking publicly at interviews, press

conferences and presentations

• Providing clients with information about new

promotional opportunities and current PR
campaigns progress

• Commissioning or undertaking relevant

market research

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 Role, Nature and
Responsibilities of a PR

The PR professional has to

• Understand the requirement of his company

or client

• Write press releases

• Organize news conferences

• Produce company newsletters.

• Deal with PR agencies

• Deal with media

• Deal with management

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 Nature of PR
• Analyse and update himself with the trends
in the industry

• Be aware about the clients competitors and

its presence and activities in the market

• Have excellent media relations

• Be a good Public Speaker

• Represent his company at conferences

• Arrange press launches

• Act as the client’s spokesperson

• Provide training to the client to be his/her

own spokesperson

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Advantages and disadvantages
of
In-house PR department
Advantages

• The main advantage of setting up an internal

PR department is that the team will focus
only on the company products and its
markets. They will act as an effective
spokes persons for building the reputation of
the company.

Disadvantages

• The main disadvantage is that one person

should do all the work due to non –
availability of additional man power that
involves the cost factor to it. Therefore,
the lack of resources limits the visibility of
the company and product awareness in the
market place.

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Advantages and disadvantages
of
Appointing a PR consultancy

Advantages

• The main advantage of appointing a PR

consultancy is to minimize the budget
criteria and to maximize the knowledge
potential of consulting team for welfare of
the organization. Therefore, the media
contacts will help the organization to
enhance the company and brand awareness.

Disadvantages

• There is a great possibility that the

outsourcing of PR results in distraction from
the PR agency focusing on other clients and
also not able to synch with the company’s
internal culture.

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 Internal vs. External
PR Roles
Internal
1. Manage the PR budget to ensure it is
being used efficiently. The internal PR
manager should act as a liaison between the
external agency and the company, and help
both teams meet expectations.

2. Coordinate with other internal teams to

make sure the public relations program
reflects consistent messaging and supports
the company’s business and communications
goals.

3. Secure internal buy-in from the executive

management team. Build support for PR as a
strategic tool, determine how much the
company is willing to spend on PR initiatives
and clearly outline the activities the team
plans to implement.

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External
1. Work with the internal team to flesh
out messaging or to develop a messaging
architecture.

2. Work in tandem with the internal PR

team to develop a strategic PR strategy and
provide counsel on campaigns or projects.

3. Execute on plans as needed. Write

press materials, such as press releases,
corporate backgrounders and media alerts.
Draft speeches or presentations. Develop
briefing materials for executives so they
are prepared for key interviews. Secure
speaking opportunities.

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 Various activities done
for PR

A public relations (PR) officer often works in-

house and can be found in both the private and
public sectors. Some PR officers may be based
in consultancies.

 Preparing and supervising the production of

publicity brochures, hand-outs, direct mail
leaflets, promotional videos, photographs,
films and multimedia programmers;
 Devising and coordinating photo opportunities
 Organizing events including press
conferences, exhibitions, open days and
press tours
 Maintaining and updating information on the
organization’s website
 Sourcing and managing speaking and
sponsorship opportunities
 Commissioning market research

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 The purpose of a Public
Relations person
Public Relations person would understand your
business as well as your market and with his
expertise help you plan and execute this very
plan to build and establish your brand as a
credible one in the eyes of the media and the
general public (customer) on a whole.

Purposes are as follows:

 To enhance the reputation of a company

 Also known as “Reputation Protectors” and
“Image Creators”
 Turnaround the company into crisis to a
normal situation
 To create product awareness
 To enhance brand awareness and brand
recall
 Creating impressive press releases about the
product re-launch, events, exhibition, new
product introduction etc.

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 Marketing vs. PR
Marketing PR
Marketing promotes the Public relations helps an
transfer of goods and organization and its
services from the publics adapt mutually to
producer and provider to each other.
the consumer.
Marketing's immediate Public relations'
goal is sales. immediate goal is mutual
understanding or
positioning of the
organization with its
publics.
Marketing's implicit goal Public relations' implicit
is profit. goal is positive
perceptions and
predispositions.
Marketing's measure of Public relations' measure
success is the number of of success is expressed
sales and/or the revenue public opinion or other
it generates. evidence of public
support.

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How PR Deal with Public

Advising and PR activities are our passion and

life challenge. Completing projects for our
customers, we are trying to propose our
customers tools that will bring benefits to
defined brands and employees of a given
organisation.

For efficient completion of a strategy we use

classical and modern tools. Communication with
press, television and radio station is supported
with actions on social media portals and in
Internet. This ensures a much higher efficiency
of completed campaigns and much wider reach to
the target group.

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