PRM Overview (Module-I)

Subject Code: 4130505
MODULE-I
Chapter-01
An Overview of Public Relations

The formal practice of what is now commonly referred to as “Public Relations” dates to the
early 20th century. In the relatively brief period leading up to today, public relations have
been defined in many different ways, the definition often evolving a long side public
relations’ changing roles and technological advances. The earliest definitions emphasized
press a gentry and publicity, while more modern definitions incorporate the
concepts of “engagement” and “relationship building.
"Public Relations (PR) is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics." Public Relations can also
be defined as the practice of managing communication between an organization and its
publics. Public relations (PR) is the way organisations, companies and individuals
communicate with the public and media. A PR specialist communicates with the target
audience directly or indirectly through media with an aim to create and maintain a positive
image and create a strong relationship with the audience.
“PR is a strategic communication process that builds mutually beneficial relationships
between organizations and their publics.”
A basic definition of public relations is to shape and maintain the image of a company,
organization or individual in the eyes of the client's various "publics." What is a "public"
exactly? A public, in PR terms, is anyone who ever has or ever will form an opinion about the
client. PR is the way organizations, companies and individuals communicate with the public
and media. A PR specialist communicates with the target audience directly or indirectly
through media with an aim to create and maintain a positive image and create a strong
relationship with the audience. Examples include press releases, newsletters, public
appearances, etc. as well as utilization of the World Wide Web.
Public Relation is a social philosophy of management expressed in policies and practices
which through sensitive interpretation of events based upon two-way communication with its
public, strives to secure mutual understanding and goodwill. H. F. Moore and F. B. Kalupa
Public relations is the art and science of sharing genuine, credible, relevant news and
information to grow, maintain and protect brand acceptance, awareness, reputation and sales,
when appropriate. Public Relations creates measurable, fact-based conversations, events and
activities conceived to generate positive, third party endorsements and target audience buy-in.
Deborah Weinstein
Dr. Meghashree Agarwal
PR is a management function that establishes and maintains two-way, mutual relationships

and communications between an organization and its publics and stakeholders (i.e. those who
have a stake, such as employees, shareholders, etc.) that often determine their success or
failure. PR management includes on-going research, analysis, planning and evaluation to
understand, develop and nurture strategic relationships. Areas of PR specialization include
Investor Relations, Lobbying, Public Affairs (Government & Community), Publicity &
Media/Blogger Relations, Employee Relations, International Relations and Crisis
Management. Often, PR and Publicity are used synonymously, which leads to a
misunderstanding of the field of PR. Beth Harte
Public relation is the deliberate, planned and sustained effort to establish and maintain
mutual understanding between an organization and its public. PR is the practice of managing
the spread of information between an individual or an organization (such as a business,
government agency, or a non-profit 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. This differentiates it
from advertising as a form of marketing communications. PR is the idea of creating coverage
for clients for free, rather than marketing or advertising. An example of good public relations
would be generating an article featuring a client, rather than paying for the client to be
advertised next to the article. The aim of public relations is to inform the public, prospective
customers, investors, partners, employees and other stakeholders and ultimately persuade
them to maintain a certain view about the organization, its leadership, products, or political
decisions. Public relations professionals typically work
for PR and marketing firms, businesses and companies, government, government
agencies and public officials as PIOs and nongovernmental organizations and non-profit
organizations.
PR is about managing reputation. A career in PR involves gaining understanding and support
for clients, as well as trying to influence opinion and behaviour. PR officers use all forms of
media and communication to build, maintain and manage the reputation of their clients.
A public relations campaign is a series of activities that are planned in advance and relate to
a specific goal. This contrasts with other areas of PR, such as general ongoing publicity
tactics, paid advertising, and reacting to events. These efforts may also include support of
arts, charitable causes, education, sporting events, and other civic engagements.

What are key points in this definition?

 Simple and straightforward, this definition focuses on the basic concept of public
relations — as a communication process, one that is strategic in nature and emphasizing
“mutually beneficial relationships.”
 “Process” is preferable to “management function,” which can evoke ideas of control and
top-down, one-way communications.
 “Relationships” relates to public relations’ role in helping to bring together organizations
and individuals with their key stakeholders.
 “Publics” is preferable to “stakeholders,” as the former relates to the very “public” nature
of public relations, whereas “stakeholders” has connotations of publicly-traded
companies.
 PR is a profession or practice of creating and maintaining goodwill of an organization's
various publics (customers, employees, investors, suppliers, etc.), usually through
publicity and other nonpaid forms of communication.
As a management function, public relations encompass:
PR is the management functions which evaluate public attitudes, identifies the policies and
procedures of an individual or an organization with the public interest and executes a
programme of action to earn public understanding and acceptance.
 Anticipating, analyzing and interpreting public opinion, attitudes and issues that might
impact, for good or ill, the operations and plans of the organization.
 Counselling management at all levels in the organization with regard to policy decisions,
courses of action and communication, taking into account their public ramifications and
the organization’s social or citizenship responsibilities.
 Researching, conducting and evaluating, on a continuing basis, programs of action and
communication to achieve the informed public understanding necessary to the success of
an organization’s aims. These may include marketing; financial; fund raising; employee,
community or government relations; and other programs.
 Planning and implementing the organization’s efforts to influence or change public
policy. Setting objectives, planning, budgeting, recruiting and training staff, developing
facilities — in short, managing the resources needed to perform all of the above.
The Benefits of Successful PR
 It provides a vital role in promoting businesses to their customers.
 When done correctly, it can often provide a greater result than advertising, whilst costing
less.
 It allows you to quickly respond to opportunities within publicity.

 If you ever experience bad press, having a solid PR strategy in place will reduce the
damage caused.
 It can improve the overall image of a company within the community.
PR and the World of Business
The world of business is characterized by fierce competition and in order to win new
customers and retain the existing ones, the firms have to distinguish themselves from the
competition. But they also need to create and maintain a positive public image. A PR
specialist or firm helps them both create and maintain a good reputation among both the
media and the customers by communicating in their behalf and presenting their products,
services and the overall operation in the best light possible. A positive public image helps
create a strong relationship with the customers which in turn increase the sales.
PR Tools and Techniques
PR specialists and firms use a number of tools and techniques to boost their clients’ public
image and help them form a meaningful relationship with the target audience. To achieve
that, they use tools such as news releases and statements for media, newsletters, organization
and participation at public events conferences, conventions, awards, etc.. PR specialists of
course also utilize the Internet tools such as social media networks and blogs. Through the
mentioned tools, PR specialists give the target audience a better insight into their clients’
activities and products/services as well as increase publicity.
Who Can Work as a PR?
A PR specialist is usually required to have a relevant type and level of education such as a
Bachelor’s degree in communications or journalism. Proper education, however, is not
enough to become a PR and much less to become a successful PR. A PR specialist needs
certain skills (they are acquired through additional education and training), in the first place
excellent writing and verbal communication skills. But a PR specialist also must know to
work under pressure and be able to answer a variety of questions including unpleasant ones.
For example, if the client is under a public “attack”, a PR specialist needs to establish a
control over the situation and protect the client’s good reputation.
Objectives of Public Relations
Like other aspects of marketing promotion, public relations is used to address several broad
objectives including:
 Building Product Awareness – When introducing a new product or re-launching an
existing product, marketers can use a PR element that generates consumer attention and
awareness through media placements and special events.

 Creating Interest – Whether a PR placement is a short product article or is included with

other products in “round up” article, stories in the media can help entice a targeted
audience to try the product. For example, around the holiday season, a special holiday
food may be promoted with PR through promotional releases sent to the food media or
through special events that sample the product.
 Providing Information – PR can be used to provide customers with more in depth
information about products and services. Through articles, collateral materials,
newsletters and websites, PR delivers information to customers that can help them gain
understanding of the product.
 Stimulating Demand – A positive article in a newspaper, on a TV news show or
mentioned on the Internet, often results in an increase in product sales.
 Reinforcing the Brand – In many companies the public relations function is also
involved with brand reinforcement by maintaining positive relationships with key
audiences, and thereby aiding in building a strong image. Today it is ever more important
for companies and brands to build a good image. A strong image helps the company build
its business and it can help the company in times of crises as well.
Essential of Good Public Relations
1. Human Relation: It is getting along well with the ‘public’ both internal and external.
Human relations deal with the feelings and attitudes of people as they interact with each
other. Each should be aware of others and then sincere interest in his official and
personal relations progresses.
2. Empathy: It is a feeling towards the other and person feeling sorry for others is
sympathy. Empathy can be regarded as the primary prerequisite for a satisfying
experience in a relationship where a certain degree of depth of understanding is expected.
It is an imaginative projection of one’s own consciousness in another’s viewing. There is
a great need of empathy in the operations of activities of public relations.
3. Persuasion: There are two forms of intercourse between individuals and between groups
– force & persuasion. Persuasion is a wise man’s argument. A person with strength of
character can listen with persuasion, weigh – what is said and arrive at informed
conclusion. It is based largely upon knowing what makes people think.
4. Dialogue: It is a process of conversation or speech with a purpose. Dialogue is a
reasonable exchange of ideas bringing into being a new form of knowledge; the use of
dialogue is for influencing behaviour – for selling goods or inspiring ideas. We cannot
succeed in persuading people unless we communicate clearly and accurately. Dialogue is
a democratic, civilized and constructive weapon.
5. Communication: There can be no mutual understanding without communication and

mutual understanding is at the heart of public relations. Generally, effective and true
communication depends on special talent, a good vocabulary, the right circumstances
and especially on the approachability to the other people. Real communication is that
experience of being totally understood by another person.
6. Information: In the new information order of the word, information transmission is the
process of getting things done. In complex business organizations, effective decisions
depend upon collection, storage and supply of information. Information taking and
information giving is a continuous process in the organizations.
7. To Influence: The object of transmitting information is to change the behaviour of the
recipient. Communication is aimed at influencing, persuading, motivating or activating
people towards desired goals.
8. Understanding: The main cause for conflict in an interpersonal situation in lack of
mutual understanding. The problems of communication pertain mainly to the problems
of understanding people. The most important managerial function to bridge the gap is,
possibly, communication, and without it, mutual understanding cannot be achieved.
9. To Discourage Mis-information: The objective of PR is not only to pass and exchange
policies, rules, orders, procedures and objectives but also to avoid distortions in
communication. This objective includes discouraging the spread of mis-information,
rumours, gossips and release of emotions by the workers.
10. Foster Attitude: The purpose of PR is to foster an attitude which is necessary for
motivation, cooperation & satisfactory relations.
Values of the Public Relations
Philip Lesly identified the emerging of the following values from PR to the public:
 PR is a means for the public to have its desire and interests felt by the institutions in our
society.
 It works as a means to achieve mutual adjustments between institutions and groups,
establishing smother relationships that benefit the public.
 It is an essential element in the communications system that enables individuals to be
informed on many aspects of subjects that affect their lives.
 PR personnel can help to activate the organization’s social conscience.
 PR is a universal activity. It functions in all aspects of life. Each member of the public
practices principles of public relations in seeking acceptance, co-operation or affection of
others. PR professionals only practice with a professional dimensions.

Chapter-02
Importance, Essential Features, Functions & Scope of PR

Three-stage Evolution of PR
The field's earliest manifestations have been called the publicity phase of public relations.
During this stage of development practitioners were primarily concerned with creating
awareness and building recognition for the individual or organization employing public
relations. It was closely tied to advertising and promotion and getting "the message" out to
the widest possible audiences was paramount.
As practitioners evolved into the explanatory phase of public relations greater emphasis
was placed on providing more complete information and having the organization clearly
articulate the reasons for its actions and policies so its publics would understand, sympathize
with and patronize the organization. Simply getting the organization's message out wasn't
enough. Receivers had to understand and accept the point of view of the sending
organization.
Now, in the mutual satisfaction phase of public relations practitioners encourage
organizations and their publics to adapt to one another by making complementary
adjustments or compromises so that both benefit from their relationship. Practitioners are
now as concerned with in-coming messages and information they can use to counsel
management on current public opinion as they are with developing and delivering outgoing
messages.
Importance of Public Relations for Organizational Effectiveness
Regardless of how effective an organization is, it doesn't have the desired impact if the public
and consumers are not aware of the business’s brand, successes or contributions. A public
relations campaign that educates and informs people about the contributions of the
organization enhances its brand recognition and makes it more relevant in the public eye.
 Products and Services: A good public relations campaign highlights a small business’s
products and services through creative means. For example, a publicity campaign that
highlights a new product launch also promotes the business as a whole. A press
conference held to discuss an expansion has the added benefit of introducing key
decision-makers to the general public and putting a public face with the company name.
These types of outreach efforts can help improve the overall impression of an
organization.
 Innovation: A public relations initiative that touts a small business’s innovations can
attract attention, investors and potential business partners. Regular forms of
communication in the form of feature news articles, public appearances and

presentations, and service on expert industry panels establish a small business’s place in
their industry’s spotlight. This positive perception can help improve overall effectiveness
by demonstrating the company's ongoing successes.
 Charitable Work: When the general public is aware of a small business’s charitable
contributions and community support, it can make it more interested in patronizing the
business. For example, a public relations outreach effort that notifies the community
about a small business's cash donation to a local school paints the business as a good
corporate citizen. This can help elevate an image of trust and respect, which can translate
to a better overall perception of a company.
 Economic Impact: Regularly touting a company's earnings, job creation and overall
economic impact can help establish it as an important part of a city's economic engine.
For example, releasing quarterly employment figures or contributing to economic
development reports is an effective way to show the benefit the company brings to the
community. This can raise awareness of the importance of the organization and better
position it for expansion funding and business-to-business opportunities, and even make
it be seen as a viable employer.
 Internal Perceptions: Internal public relations campaigns have the potential to bolster
staff morale, improve communications and motivate employees. Public relations efforts
that keep all employees in the loop about company activities and strategic plans and
invite feedback can get significant buy-in from employees. This can make them more
supportive of the company’s efforts and more effective performing their jobs.
Features of Public Relations
1. Securing cooperation of public: Public relation is an activity to get support from public.
Every organization wants to run successfully. For this public (i.e. consumers, employees,
shareholders, stakeholders and society) support is essential or needed. And the support of
public can be earned through public relations.
2. Successful relation with public: Sometimes public develops negative attitude towards
my company. This attitude could be changed by establishing public relations which
helps in developing better relations with public.
3. Satisfying different groups: Public relation is an effort to satisfy different groups like
consumers, employees, shareholders and society. For example, with the help of public
relation, the expectation of any particular group is acknowledged. The group is tried to
satisfy by most possibly meeting their expectations.

4. Engaging in Dialogue: Every organization wishes to enjoy goodwill among all related
protagonists. For establishing good reputation it is essential to engage in dialogue (i.e.
exchange of ideas).During dialogue, organization provides information and this is
possible only through public relations.
5. Ongoing Activity: This is an effort which has to be repeated again and again. For
example, to keep the employees satisfied, meetings must be arranged with them from
time to time.
6. Specialized Activity: Public relation is recognized in the form of a specialized activity.
For example, like the other activities (purchase, production, sale, finance, marketing etc.)
in a business organization, Public Relation activity is also performed under the same
series of activities. This is the reason why all big organizations establish Public Relation
department separately.
Scope of PR
Public relation is a window of the corporation through which management can monitor
external changes and simultaneously a window through which society can affect corporate
policy. Today most social conflicts are caused by changing values and higher expectation
from the superiors.
We find regular conflicts between employer-employee consumer-manufacturer, management-
shareholders, citizens-government and so on due to misconception and misunderstandings.
These are generally the major challenges where public relation practitioners can play a
crucial role. They should get to know the psychology of the public mind and acquire skill in
solving and also avoiding such conflicts.
In current market economy there are information gaps which cannot be filled by the
interaction of supply and demand via. cost, wages or prices. Here public relations activity
steps in. It provides relevant information on planning technical and organizational
developments, inventions and their potential utilization, etc.
The relations activity is becoming more and more important for the procurement of
economically essential production factors. It makes it easier to tap the money-market or
financing their projects by issuing bonds or shares.
If the corporation cultivates public relations, it is easier for them to acquire land from a
community and bring in own interest in harmony with these of the community. Today the
public relation profession has even entered into the fields of non-commercial organizations,
government departments, hospitals, universities and other non profit organizations.
According to Edward L. Bernays, the fundamental laws and the necessity of public relation
may be expressed in three words, information, adjustment and integration.
The scope of public relation is wide and also include political filed. Entrepreneurs, teachers,
political leaders, social workers, religions, leaders are all involved in public relations day in
and day out.
In business public relation is tool of management like marketing, production and finance. It is
investing and creating asset for an organization which is finally reflected in improved
performance profitability, and growth of the organization. Successful public relation can be
measured by its ability to convert negative situations into positive ones. Public relations can
do the following:
o Help win friends, influence people, persuade individuals, groups and in difficult situation
bring about goodwill where needed and maintain goodwill where it is existing.
o Create and build up image and reputation of individual, organization and nation.
o Public relations can bring out reward of mutual understanding and risks involved in
misunderstanding between individuals, groups, government and nation.
o Help the public to love life and work for better or for worse without condition.
o Forestall attacks by opponents or competitors.
o Counsel employees to recognize that as human beings they are more of a complete
structure.
o The possible areas where public relation plays its role. Promotional opportunity, new
image, competitive challenge, rumour, crisis, conflict of interest, ineffective
communication.
Functions of Public Relations
 Community Relations: Any organization must be seen as a good community citizen and
should have the goodwill of the community in which it operates. An effective community
relations program will need to be continuing and comprehensive.
Organizations can implement various programs to improve community relations on a
regular or even ongoing basis. So, clearly, one of the major functions of public relations
is to bridge the business/community gap. When organizations support activities and
programs that improve quality of life in their communities their image and reputation
will be enhanced.
 Employee Relations: Maybe the most important resource that a company has are its
employees and the customer service they provide. The functions of public relations in
regards to the company’s employees are the maintenance of employee goodwill. The

image and reputation of a company among its employees is also another responsibility of
public relations in its function of employee relations.
 Product Public Relations: When new products are introduced to the market the role that
public relations play is crucial for creating awareness and differentiating the product in
the public’s eyes from other similar products. When existing products need a push public
relations is often called on the improve product visibility. Sometimes there are changes
instituted in existing products and public relations have to focus the attention of
consumers on the product. If a product needs to be positioned in the market a properly
executed public relations campaign, much like an effective viral marketing campaign, it
can overcome buyer inertia and remove negative perceptions on the part of the public.
 Financial Relations. This function involves communication with the wide variety of
individuals and groups that the company deals with in the course of its operations. This
includes the stockholders and investors but is not limited to them. Financial analysts and
potential investors have to be informed about the company’s finances. A well planned
and executed financial relations campaign can increase the value of the company’s stock
because of improved image and reputation. This improved image can also make it easier
to gather additional capital.
 Political and Government Relations. The wide range of activities that public relations
has to cover in the political arena includes influencing legislation that can be hindrances
to the proper operation of the company. Public relations in politics may have to stage
debates and seminars for government officials. So one of the functions of public relations
can actually be to not only change the way your community works, but your state, and
even your nation.
 Crisis Communications. When anything untoward happens like an accident in a
production plant it is the job of public relations to provide honest and accurate
information so that the uncertainty by the people involved directly or indirectly can be
assuaged. Natural disasters, management wrongdoings, bankruptcies and product failures
are crises which public relations must play a large part.

Chapter-03
Human Relations v/s Public Relations

There are two important expressions namely public relations and human relations.
Human Relations
It is the study of people in action which exactly suits the theme of public relations which
believes in action. In other words, Human Relations refers to the researchers of
organizational development who study the behaviour of people in groups, in particular
workplace groups and other related concepts in fields such as industrial and organizational
psychology. It is a study to develop better interpersonal and intergroup relationships among
employees. Human relations is the relationships between groups of people, especially
between different workers in an organization or business. Workplace relations directly affect
work performance. Employees must regularly work together to get things done. In other
words, human relations is a discipline within resource management which addresses
interpersonal behaviours; team building; facilitation and meditation abilities.
We can define human relations as relations with or between people, particularly in a
workplace or professional setting. From a personal perspective, there are many advantages to
having good human relations skills. First, of the top ten reasons people are fired, several
reasons relate back to lack of human relations skills—for example, the inability to work
within a team, personality issues, sexual harassment, and dishonesty. Other reasons, perhaps
not directly related to human relations, include absenteeism, poor performance, stealing,
political reasons, downsizing, and sabotage. Second, people who are competent team players
and have a good work ethic tend to get promoted faster.
The study and understanding of human relations can help us in our workplace, and as a result,
assist us in achieving career success. The better our human relations, the more likely we are
to grow both professionally and personally. Knowing how to get along with others, resolve
workplace conflict, manage relationships, communicate well, and make good decisions are all
skills. Human relations skills are important abilities that help people work together and get
along. They are sometimes called people skills. Skills in human relations can be learned
through practice and education, thereby improving a person's worth.
Public relations is the art and science of managing communication between an organization
and its key constituents to build, manage, and sustain its positive image. PR is the process of
aligning the perceptions of targeted audiences (or publics) with the current realities and
reasonable prospects of another entity. PR is about building public relationships. The
importance of human recourse management in achieving good human relations cannot be
ignored. Most of the problems associated with human relations can be removed by relating
the human factor to the actual functions of the public relations department.
Evolution of Human Relations
Human relations, however, was not always central to the conversation on organizational
success. In fact, until the 1940s, little thought was given to the human aspect of jobs. Many of
the jobs in the early 1900s were focused on production and located in factory-like settings
where the jobs themselves were repetitive. The focus in these types of work environments
was on efficiency. We can call this time period of human relations studies the classical
school of management. This school of thought took place from 1900 to the early 1920s.
Several theories were developed, which revolved around the idea of efficiency, or getting a
job done with the least amount of steps. As further research was performed into the 1920s, we
moved into a new period of human relations studies called the behavioural school of
management. During this time period, employees had begun to unionize, bringing human
relations issues to the forefront. Because workers demanded a more humane environment,
researchers began to look at how organizations could make this happen. In the 1950s,
researchers began to explore management techniques and the effect on worker satisfaction.
This was called the behavioural science approach. These techniques used psychology,
sociology, and other human relations aspects to help researchers understand the
organizational environment.
Since the 1960s, research on human relations has been much easier to assimilate because of
technology and a focus on statistical analysis. Hence, this is called the management science
school. So while research today focuses on the human relations aspect, we are now able to
use complex statistical models to improve efficiency and productivity while still focusing on
the human relations component.
Importance of Human Relations
Fayol created the Fourteen Principles of Management, which focused on management but
also hinted to the importance of human relations:
1. Division of work: Work should be divided in the most efficient way. Fayol believed work
specialization, or the focus on specific tasks for teams or individuals, to be crucial to
success.
2. Authority: Authority is the right to give orders and accountability within those orders.
Fayol believed that along with giving orders and expecting them to be met, that person in
authority also assumes responsibility to make sure tasks are met.
3. Discipline: Discipline is penalties applied to encourage common effort, as a successful
organization requires the common effort of all workers.
4. Unity of command: Workers should receive orders from only one manager. In other
words, reporting to two or more managers would violate Fayol’s Fourteen Principles of
Management.
5. Unity of direction: Everyone in the organization should move toward a common goal
and understand how the team will achieve that goal.
6. Subordination of individual interests to general interests: The interests of one person
shouldn’t have priority over the interests of the organization as a whole. This focuses on
teamwork and the importance of everyone acting toward the same goal.
7. Remuneration: Many things should be considered when paying employees, including
cost of living, supply of qualified people, and business success.
8. Centralization: The degree of importance in the subordinates’ (employees’) role in their
organization and the amount of decision making that occurs at a central level versus a
decentralized level. For example, in many organizations decisions are made centrally (i.e.,
in the “corporate office”), which does not allow as much flexibility as decentralized
decision making; this would mean each individual area can make its own decisions.
9. Scalar chain: This refers to how authority is divided among managers. Specifically,
Fayol said lower-level managers should always keep upper-level managers informed.
10. Order: All materials and people related to one kind of work should be organized and
neat. Things should be easy to find.
11. Equity: All employees should be treated equally.
12. Stability of tenure of personnel: Retention of employees should be a high management
priority. The cost of hiring a new worker is expensive, so efforts should be maintained to
keep current employees.
13. Initiative: Management should take steps to encourage workers to take initiative. In
addition, workers should be self-directed and not need a lot of management control to
accomplish tasks.
14. Esprit de corps: Managers should encourage harmony among employees. This harmony
creates good feelings among employees.
Public Relations
Public relation is a window of the corporation through which management can monitor
external changes and simultaneously a window through which society can affect corporate
policy. Today most social conflicts are caused by changing values and higher expectation
from the superiors. In business public relation is tool of management like marketing,
production and finance. It is investing and creating asset for an organization which is finally
reflected in improved performance profitability, and growth of the organization. Successful
public relation can be measured by its ability to convert negative situations into positive
ones.
Public Relations involve:
1. Evaluation of public attitudes and opinions.
2. Formulation and implementation of an organization's procedures and policy regarding
communication with its publics.
3. Coordination of communications programs.
4. Developing rapport and good-will through a two way communication process.
5. Fostering a positive relationship between an organization and its public constituents.
Examples include:
 Corporations use marketing public relations (MPR) to convey information about the
products they manufacture or services they provide to potential customers to support
their direct sales efforts. Typically, they support sales in the short and long term,
establishing and burnishing the corporation's branding for a strong, ongoing market.
 Corporations also use public-relations as a vehicle to reach legislators and other
politicians, seeking favourable tax, regulatory, and other treatment, and they may use
public relations to portray themselves as enlightened employers, in support of human-
resources recruiting programs.
 Non-profit organizations, including schools and universities, hospitals, and human and
social service agencies, use public relations in support of awareness programs, fund-
raising programs, staff recruiting, and to increase patronage of their services.
 Politicians use public relations to attract votes and raise money, and, when successful at
the ballot box, to promote and defend their service in office, with an eye to the next
election or, at career’s end, to their legacy.
Put very simply, good PR encourages the media (newspapers, magazines, TV and radio) to
say good things about the product/service of the company or whatever it is that company
wants to promote so that more people buy the product/use their services.
Public Relations Management Roles
Public relations can and should make an important contribution in helping to form an
organization’s 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 those are consistent with an organization’s 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
organization’s operations 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.
 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 organization’s commitment to public and
social responsibility, ethical behaviour, corporate identity and reputation with key
publics.
 Resource Management: PR’s 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 counsellor, 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 organization’s
managerial decision-making process.
What’s involved in PR?
The first step to understanding the importance of PR is to figure out exactly what is involved,
and sadly; there is never going to be an exact answer. Every PR strategy is going to be
custom-tailored to the individual business, as any well-executed marketing plan should be.
The following include some of the more commonly used techniques and can be used as a
guideline for the things involved:
 Press Releases– Press releases are an excellent way of updating the public about
recent changes regarding your business and its products. They are often distributed
online. Websites such as PR Web allow you to distribute your press releases
throughout major news sites and search engines extremely quickly.
 Media Alerts– Media alerts are similar to a press release. Instead of providing
information about your company changes or products, you would inform the media
about a conference or event you are holding. The idea behind this is to encourage
photographers or reporters to attend, providing exposure for your company.
 Press Tours– Identify the important and influential journalists or bloggers within
your industry. Then provide a reason to get them to meet with you, or simply have a
conversation. Create an interesting and newsworthy topic to do with your business for
them to write about, aiming to make it interesting enough to the readers of the
journalist or blogger. Hopefully, your company will then be put in front of readers
that are directly interested in your niche.
 Trade Shows- Attending trade shows specific to your industry are an excellent
method for networking with influential people. It allows you to build up connections,
develop your brand, and generate interest in your company.
 Email Marketing- Whilst this technique is often heavily associated with internet
marketing, it often plays a key role within a PR expert’s toolkit. The idea is to create a
database of potential and existing customers. You will then use it to email them with
information regarding your industry, or present them with your new products.
 Social Networking- With the recent rise in active social media users, the purpose of
social media from a business perspective has risen dramatically. The idea is to build
and maintain relationships with your potential and existing customers.
Understanding these techniques and how they work is one thing, but actually implementing
them effectively requires an expert; or at least someone that has some type of experience.
This is why most businesses are choosing to hire agencies or freelancers to carry out their
PR. When you combine the above techniques with a clear plan, and you have the right
resources to carry it out, the end result is hugely beneficial for businesses.

CASE STUDY
Air Defence launched the wireless LAN security market in 2001 and today continues to
provide the most advanced solutions for rogue wireless detection, policy enforcement and
intrusion prevention, both inside and outside an organization’s physical locations and wired
networks. Today, more than 500 enterprises and organizations including Global 1000
corporations, government, healthcare, financial service and retail organizations rely on the
comprehensive suite of Air Defence solutions to protect their investment in deploying
wireless networks.
Business Challenge
In May 2004, Air Defence wanted to raise the visibility of the company at a time when the
wireless LAN detection industry was becoming crowded with several competitors. Increasing
visibility on a consistent basis would provide the sales team with media coverage and analyst
commentary to further validate for customers and prospects the comprehensiveness of Air
Defence’s enterprise wide wireless LAN detection/prevention platform.
PR Strategy to help Air defence:
 It would be better to give leverage Air Defence’s pioneer status in the wireless LAN
security market by introducing the company and its founders to reporters/editors as the
company that was the first in the industry to realize the importance of securing wireless
networks.
 It is also critical to push the “first-to-market” message with the media because the
industry was getting crowded with competitors and reporters could then easily
differentiate between the “established” leader, AirDefense, and the upstarts joining the
market.
 It has to create a “drumbeat” approach with press releases, which included product news,
new customers and partnerships. It is also felt one way for AirDefense to stay ahead in
the growing field was to keep the company in the news on a regular basis. This required
that a detailed press release schedule be planned out three-to-four months in advance, so
deadlines could be met and at a minimum three press releases be issued each month.
 It can also begin positioning Founder, President and CEO and other C-level executives as
experts in the wireless LAN security market, and further positioned them to discuss the
challenges facing companies deploying wireless networks.

Chapter-04
Public Relations Department & Functions

Public Relations Department
A company must relate constructively to a large number of interested public. Public is any
group that has an actual or potential interest in or has an impact on a company’s ability to
achieve its objectives. The public can facilitate or hamper a company’s ability to achieve its
objectives; Effective public relations can enhance the usefulness of promotion tools
employed by the service company. Public relations involve a variety of programmes designed
to promote a company or to protect the image or its individual products.
A wise company endeavours to maintain successful relations with its key public. In most
commercial organization, separate public relation department is set up under the leadership of
the PR Manager who has specialized knowledge and skills in dealing with the public. It is
equally important to lay down the suitable objectives of the PR dept. before it is set up for the
organization. The PR Manager performs managerial as well as operative functions such as
press conferences, media strategy, advertising, press release, contacts with different public
etc. The main objectives of the PR dept. are to promote mutual understanding, build up
goodwill and image, and design a communication system to maintain good press relations.
Effective interaction and mutual understanding with the internal public i.e. employees is the
one important responsibility of the department of PR. If the human relations are not
congenial, the human resources are not motivated and encouraged and as a result, it may
endanger the growth and stability of the organization. The prospects, growth and achievement
of the organization cannot be acquired the whole-hearted support and co-operation of the
people at work.
Today in the complex interdependence, inter-related, socio-economic system, functions
pertaining to public relations this difficult task have been entrusted to the person who is well
convergent with the principles and techniques of the management of PR. The PR manager
designs techniques suitable for the organization to promote good relations. His responsibility
extends to indentify the need and training and development of the people working in the
department. He also helps other departments in evaluating behavioural aspects of the
employees as useful for establishing good employees-employer relations. A separate PR
department is set up with the purpose of achieving the twin objectives: implementing the
policies of the top management and establishment of good relations. Objectives of the PR
department can be achieved only when the best organization structure is designed as well as
when department had administered only by competent and specialists.
Duties of PR Manager
1. To help the management in the preparation, interpretation, adoption and evaluation of PR
programmes and policies.
2. To undertake personnel relations research that will keep the management continuously
informed.
3. To design an effective performance appraisal system for the use of the management.
4. To undertake the program of education & training (on-the-job & off-the-job) of staff
members.
5. To develop an effective internal and external communication for timely interaction.
6. To conduct periodic meetings with shareholders, stakeholders & employees.
7. Conveying and interpreting to the management’s information publically.
8. Liaison with the personnel dept. on all matters relating to the dissemination of internal
information and the company’s employee publications.
Role of PR Manager
1. Coach: A good supervisor places a high priority on coaching employees. Good coaching
involves working with employees to establish suitable goals, action plans and time lines.
The supervisor delegates and also provides ongoing guidance and support to the
employee as they complete their action plans. Rarely can job goals be established
without considering other aspects of an employee's life, e.g., time available for training,
career preferences, personal strengths and weaknesses, etc. A supervisor is sometimes
confronted with walking a fine line between being a supervisor and the employee's
confidant.
2. Mentor: Usually the supervisor understands the organization and the employee's
profession better than the employee. Consequently, the supervisor is in a unique position
to give ongoing advice to the employee about job and career. The employee can look to
the supervisor as a model for direction and development. An effective mentor-mentee
relationship requires the supervisor to accept the responsibility of mentorship. A good
supervisor can be a priceless addition to the career of an employee.
3. Advocate for Organization: Often, the supervisor is the first person to tell employees
about new policies and programs from management. It's not uncommon that employees
are confused or frustrated by these new actions, and need further clarification and
support from supervisors. In the rapidly changing world of today's organizations, it can
be a major challenge to present new programs to employees without their being
frustrated or even cynical. The supervisor must be authentic, yet tactful.

4. Advocate for Employee: The supervisor is often responsible to represent the employee's
requests and to management, along with also representing the employee's case for
deserving a reward. For example, if an employee deserves a promotion, the supervisor
often must justify the case for promotion to the supervisor's supervisor, as well. If the
employee has a rather unique personal situation that warrants special consideration by
the rest of management, the supervisor must explain this situation and how it can be
handled. It's not unusual for employees to sometimes see the supervisor as part of
"management" while at other times seeing the supervisor as a personal friend.
Functions of Public Relations Department (Promotion Tools in PR)
Public relations department monitors the attitude of the public in general in favour of the
company. It sends out information and spreads communication to the public for building
goodwill of the organization. The public relations department counsels the top management
to adopt positive programmes. They eliminate questionable practices so that negative
publicity does not arise against the company. A Public Relations Departments perform the
following functions:
1. Press Relations: A PR department performs the function of Creation and dissemination
of information to Press. This is known as publicity.
2. Product Publicity: The product information presented in the ‘Paid space‘of media is
read or heard by a company’s customers or prospects. The department publicizes the
product through sponsoring efforts.
3. Corporate Communication: PR Departments promote the understanding of the
company and its products and services. For this purpose, they undertake external and
internal communication.
4. Lobbying: Lobbying means dealing with legislators and government officials to promote
or defeat un-favourable legislation and regulation. Professional lobbyists are employed in
order to influence the key decisions of the government affecting company’s prospects.
5. Counselling: Public Relations departments advise the top management on matters
related to public issues. This also includes advising the company in the event of product
mishap.
6. In-house journals: Many service organizations such as hospitals, health care, beauty
parlour etc. publicize their own magazines which are circulated among customers. The
role of PR Departments in developing- in house journals is significant. Apart from in-
house journals, companies publish annual reports, brochures, articles, company’s
newsletter and audio-visual materials. Creating websites on the history of the company
and its present developments also influence the target markets..
7. Special events: PR Departments help organizations attract media attention by arranging

newsworthy organizations. These special events are the backbone of service marketers.\
8. Public service activities: PR Departments help companies build goodwill by
contributing money and time to good causes. Large corporate ask executives to support
community affairs.
An Overview of Growth of Public Relations
The causes of rapid growth of public relations are many and they assumed greater importance
in recent years because of many known factors. Under the influence of media and
technological development, PR activities and operations are growing in different dimensions.
The impact of awareness, complexity of management, competition, consume movement etc.
are visible and predictable. The contact with the different cross sections people has become
more complex and difficult and demand specialized skills, knowledge, abilities and
professionalism. As a result of this, emphasis is given more to the development of public
relations in the profession. The following are the various reasons which have increased the
significance of PR:
1. Multi-Disciplinary Subject: PR has grown as a separate field of study i.e. as a discipline
taking help of so many other disciplines such as management, media, journalism,
advertising etc. The PR management literature is the result of the association of these
disciplines. Similarly sociology, social behaviour and law have also contributed to the
development of PR.
2. Universality: PR principles and objectives are universal in character. The techniques and
standards of the code of conduct of PR are equally applicable in the field of business
where the efforts of human being are coordinated and motivated.
3. Growth in Size of Organization: The performance of the employees and their
productivity depends on the quality, character, motivation & good relations between the
employees and between the employees and the management. This has increased the
significance of internal public relations.
4. Population Growth: Population has been growing at a faster rate. Population explosion
is a significant factor contributing to the realization in the development of PR. Increase
in population would result in more number of employees, stakeholders, investors,
suppliers, communities and it affects the relations with the management.
5. Political Environment: There are certain political factors which have promoted the
growth of PR. The concept of the welfare state contributed a lot in the process of
development of the PR profession. The government likes to protect the interest of various
categories of the public by way of enacting a number of business legislations.
6. Development of Varied Media: There has been a vast development in communication

media. Today we are employing electronic media such as teleconferencing, computer
aided conferences, facsimile, floppy discs, information super highways, radio paging
facilities etc for fast, effective and correct transmission of information. These new
developments in communication media are giving new challenges and new
responsibilities which ultimately fall on the PR department.
7. Increasing Aspiration of Employees: Organizations have to serve the interest of the
internal public (employees) whose needs, wants and interests differ from time to time
and result in conflict. It will be difficult to handle the affairs of internal public. New
challenges and new responsibilities are accordingly fall on the PR Department. The PR
manager would be required to evolve appropriate techniques to satisfy their needs,
motive them and promote good relations between the management and the workers.
8. Economic Legislation: The government has enacted the number of business legislations
and businesses are operating fully under legal environment. Controls, regulations,
licensing, pricing and other matters are in focus in which the government has been
interfering. Raising taxes and corporate donations have become important
responsibilities to be handled by a separate professional department i.e. PR Dept. Thus,
managing of public affairs resulted in the expansion of public relations with local state
and the governments.
9. Social Responsibility: Social responsibility towards public services of business
enterprises include social activity like social welfare, health, unemployment, donation,
financial contribution to community, youth organizations, pollution and environment
control, sponsorship of cultural education, consumer activities, community services etc.
PR as a discipline has grown rapidly to fulfill social responsibilities.
10. Consumerism: The core of consumerism is the right to safety, right to choose, the right
to complain and the right for redressal. New talks and challenges and new
responsibilities relating to consumer have accordingly fallen on the PR dept. to respond
by the application of consumer affairs activities and the consumer movement have been
exercising in business.

Chapter-05
Role of Public Relations for Corporate Staffing, Selection, Training &
Development of PR Staff
An Overview of Staffing
Staffing is one of the most important functions of management. In fact, it is the process of
filling vacant position by appointing the right personnel at the right job, at the right time.
Hence, everything will occur in the right manner. It is universal truth that human resource is
one of the greatest parts of every organization, because in any organization all other resources
like- money, material, machine etc can be utilized efficiently and effectively by the positive
efforts of the human resource. Thus, it is too important that each and every personnel in
organization should be appointed at the right job, according to their ability, talent, aptitude
and specializations. So that, organization can achieve its pre-set goals in the proper way by
the hundred percent contribution of man-power. On the whole it is clear that staffing is an
essential function of every business organization.
The term ‘Staffing’ relates to the recruitment, selection, development, training and
compensation of the managerial personnel. Staffing, like all other managerial functions, is the
duty which the apex management performs at all times. In a newly created enterprise, the
staffing would come as a third step next to planning and organizing but in a going enterprise
the staffing process is continuous.
In order to define and clarify the group of employees included in the staffing concept, it must
be stated that the staffing function is concerned with the placement, growth and development
of all of those members of the organization whose function it is to get things done through
one effort of other individuals.
“The managerial function of staffing involves manning the organisational structure through
effective and proper selection, appraisal, and development of personnel to fill the roles
designed into the structure.” - Koontz and O’Donnell
“Staffing is the process of providing jobs to deserving people, through the function of
recruitment, selection and training with-a-view to getting benefits from them, for the
achievement of pre-set goals of organization.” - A. K. Singh
“Staffing is concerned with the placement, growth and development of all those members of
the organization whose function is to get the things done through the efforts of other
individuals.” - Theo Heimann

Nature of Staffing
Staffing is an integral part of human resource management. It facilitates procurement and
placement of right people on the right jobs. The nature of staffing function is discussed
below:
1. People Centred: Staffing is people centred and is relevant in all types of organisations.
It is concerned with all categories of personnel from top to bottom of the organisation.
The broad classification of personnel may be as follows:
(i) Blue collar workers (i.e., those working on the machines and engaged in loading,
unloading etc.) and white collar workers (i.e., clerical employees).
(ii) Managerial and non-managerial personnel.
(iii) Professionals (such as Chartered Accountant, Company Secretary, Lawyer, etc.).
2. Responsibility of Every Manager: Staffing is a basic function of management. Every
manager is continuously engaged in performing the staffing function. He is actively
associated with recruitment, selection, training and appraisal of his subordinates. These
activities are performed by the chief executive, departmental managers and foremen in
relation to their subordinates. Thus, staffing is a pervasive function of management and
is performed by the managers at all levels. It is the duty of every manager to perform the
staffing activities such as selection, training, performance appraisal and counselling of
employees. In many enterprises PR Department is created to perform these activities. But
it does not mean that the managers at different levels are relieved of the responsibility
concerned with staffing. The PR Department is established to provide assistance to the
managers in performing their staffing function. Thus, every manager has to share the
responsibility of staffing.
3. Human Skills: Staffing function is concerned with training and development of human
resources. Every manager should use human relations skill in providing guidance and
training to the subordinates. Human relations skills are also required in performance
appraisal, transfer and promotion of subordinates. If the staffing function is performed
properly, the human relations in the organisation will be cordial.
4. Continuous Function: Staffing function is to be performed continuously. It is equally
important in the established organisations and the new organisations. In a new
organisation, there has to be recruitment, selection and training of personnel. In a running
organisation, every manager is engaged in various staffing activities. He is to guide and
train the workers and also evaluate their performance on a continuous basis.

Importance of Staffing
It is of utmost importance for the organisation that right kinds of people are employed. They
should be given adequate training so that wastage is lesser. They must also be induced to
show higher productivity and quality by offering them incentives. In fact, effective
performance of the staff function is necessary to realize the following benefits:
1. Efficient Performance of Other Functions: Staffing is the key to the efficient
performance of other functions of management. If an organisation does not have
competent personnel, it can’t perform planning, organisation and control functions
properly.
2. Effective Use of Technology and Other Resources: It is the human factor that is
instrumental in the effective utilisation of latest technology, capital, material, etc. the
management can ensure right kinds of personnel by performing the staffing function.
3. Optimum Utilisation of Human Resources: The wage bill of big concerns is quite
high. They also spend money on recruitment, selection, training and development of
employees. In order to get the optimum output from the personnel, the staffing function
should be performed in an efficient manner.
4. Development of Human Capital: The management is required to determine the
manpower requirements well in advance. It has also to train and develop the existing
personnel for career advancement. This will meet the requirements of the company in
future.
5. Motivation of Human Resources: The behaviour of individuals is shaped by many
factors such as education level, needs, socio-cultural factors, etc. that is why, the human
aspect of organisation has become very important. The workers can be motivated
through financial and non-financial incentives.
6. Building Higher Morale: Right type of climate should be created for the workers to
contribute to the achievement of the organisational objectives. By performing the staffing
function effectively, management can show the significance it attaches to the personnel
working in the enterprise. This will increase the morale of the employees.
Staffing Manager Responsibilities and Duties
 Manage complete lifecycle staffing process of the company.
 Manage optimally entire internal as well as external staffing resources.
 Collaborate with hiring managers to prepare staffing strategy for existing and future
needs.
 Arrange staffing strategy meetings with objective to recruit methods plus sourcing plans.

 Collaborate with hiring managers to assure staffing methods are followed to incorporate
timely feedback.
 Stimulate time to fill, interview to placement ratio and cost per hire.
 Provide hiring metrics to organization as required.
 Ensure to comply with organization’s staffing policies as well as procedures.
 Monitor maintenance of all internal resume tracking system (ATS).
 Ensure constant corporate image across recruiting campaigns.
 Evaluate existing hiring needs and prepare staffing plan to accomplish goals.
 Manage and lead external recruitment sources inclusive of employment agencies contract
negotiations.
 Develop reports for management recruitment on spreadsheet.
 Develop and update all staffing programs as well as policies.
 Update entire required employment forms.
Significance of Staffing Function in PR
1. Emerging New Technology: Many significant changes are taken place in PR in
association with media technology. In order to make use of the latest media and
communication technology, the appointment of the right and knowledgeable person is
necessary. The personnel selected should be suitably appointed and this is possible only
if the management performs its staffing function satisfactorily with reference to the PR
Department.
2. Size of Organization: Increasing size of organizations making them complex. Higher
installed capacity, expansion, modernization, advancement in science & technology etc.
have given rise to large organizations to employ thousands of workers. On the other
hand, greater independence exists between various groups of public like investors,
dealers, wholesalers, government, communities, international organizations and the
business enterprise. Thus the performance of the organization depends on the quality and
competence of the people employed. This has subsequently increased the significance of
the staffing function.
3. Long Term Needs for Manpower: It the responsibility of both PR & HR Department
retain the qualitative manpower for long term period. Because these people are directly
connected with the society & frequent hiring-firing may spread negativity in the society.
4. Cost of Staffing: The hiring bills of big organizations are quite high in the form of invite
applications of candidates, conduct interviews, scrutinizing process, recruitment and

training programs etc. In order to get maximum advantages from the personnel, it is
essential that the staffing function is performed in an efficient manner.
5. Human Relations: The behaviour of human being has become complicated and
sometimes very difficult to predict. That is why human relations has been receiving
importance to deal with the manpower. The employees are to be motivated properly by
employing financial and non-financial incentives. Right type of atmosphere is to be
created for the employees who are dealing with human behaviour and who directly
contribute to the achievement of organizational objectives. The PR manager can also use
their skills and knowledge in moulding the behaviour of the internal as well as external
public.
Process of staffing function (14 Marks)
The process of the staffing function involves human resource planning i.e. estimating the size
and nature of the personnel required for the recruitment and selection of the best candidates
to train, to induct, to reward and to have regular and effective communication with them. The
process of staffing consists of the following steps (Fig 1).
 Manpower Planning – It is the very first step of the staffing function. It involves
forecasting and determining the future manpower needs of the organization. It is the
estimation of the required manpower keeping in view the present and future needs of the
organization. It is regarded as the quantitative and qualitative measurement of work force
required by the organization. It involves in creating and evaluating the manpower
inventory after considering the development of the required talents among the existing
employees through their promotion and advancement.
 Recruitment – Once the requirements are known, the organization invites and solicits
applications from the desirable candidates. Recruitment is a positive process of searching
for prospective employees and stimulating them to apply for the jobs in the organization. It
is the process of creating the application pool. It is the process to attract maximum number
of applicants so as to have more options for the selection. In other words, recruitment
stands for discovering the source from where potential employees are likely to be selected.
The scientific recruitment leads to greater productivity, better wages, higher morale,
reduction in the employees’ turnover and better reputation for the organization. For the
process of recruitment high skills are not essential.
 Selection – It is the screening step of staffing in which the solicited applications of those
candidates which are not found suitable as per the requirements of the notified post are
screened out. It is the process of elimination of the candidates who appear unpromising for
the post. It is the process of picking the best amongst the application pool. The purpose of
selection process is to determine whether a candidate is suitable for employment in the

organization or not and involve rejection of the candidates not found suitable. Selection
process needs high skills since only those are to be selected that are fit for the job. The
chief aim of the process of selection is choosing the right type of candidates to fill in
various positions in the organization. Selection process requires exactness. A well planned
selection procedure is of utmost importance for the organization.
 Placement and Orientation –Once selection process is over, the selected candidates are
appointed. After this, the placement of the appointed employees takes place by putting
right man on the right job. It means putting the appointed employee on the job for which
he is selected. Orientation is the introduction of the appointed employee with the job. He is
made familiar to the work units and work environment through the orientation
programmes.
 Training – After appointment of an employee, the most important and established part of
the personnel programme is to impart training to the new comer. With the rapid
technological changes, the need for training employees is being increasingly recognized so
as to keep the employees in touch with the new developments. Training is generally given
according to the nature of activities and scope of expansion in it. It is given to acquaint the
appointed employees with the processes and the procedures which they are required to
follow for the job. It provides the appointed employees benefits of in depth knowledge of
their functional areas. It is necessary that the organization has a systematic training
programme otherwise employees will try to learn the job by trial and error which can
prove to be a very costly method.
 Development – A sound staffing policy in the organization calls for the process of the
development of the employees so that they can take higher responsibilities. The process of
development is for preparing the employees for variety of jobs. It widens their outlook and
enhances their conceptual ideas. It opens promotional avenues for them and thus provides
for their growth in the organization. With the avenues of growth available the employees
do not get frustrated and remains motivated and this helps in getting enhanced output from
him.
 Promotion – Promotion implies upgrading of an employee to a higher position involving
increase in rank, prestige or status. It generally consists of shifting the employee to a
higher job which requires bigger responsibilities. Generally increase in pay and
enhancement of powers accompanies promotion but it is not essential ingredients.
Promotion can be given to the employees in the same department in which they are

working or by transferring them to different department where similar job opportunities

are available to them.
 Transfer – It normally implies movement of the employees from one job to another
without any increase in pay, status or responsibilities. Usually employees are transferred to
different work units and branches of the organization. Normally transfer takes place
between jobs paying approximately the same salaries but sometimes employees are also
transferred during their promotion. Employees of the organization who have been
identified for taking up of higher positions in the organization are being transferred to
different departments so that they can learn intricacies of the functioning of different
departments. This helps them when they take up positions in the higher management.
 Appraisal – It is normally done in order to keep a track or record of the behaviour,
attitudes as well as opinions of the employees towards their jobs. Appraisal of employees
reveals as to how efficiently the employee is performing in his job. Appraisal of the
employees is also done to know their aptitudes and other qualities necessary for
performing the job assigned to them. The qualities for which the employees are generally
apprised through performance appraisal include (i) ability to do work, (ii) spirit of co-
operation, (iii) job knowledge, (iv) discipline and sincerity, (v) managerial ability, (vi)
self-confidence, (vii) initiative, (viii) problem solving abilities, and (ix) intelligence etc.
The main objective of performance appraisal is to improve the efficiency of the employees
by mobilizing their best possible efforts and through them achievement of the objectives
and the goals of the organization.
 Remuneration - It is a kind of compensation provided monetarily to the employees for
their work performances. This is given according to the nature of job- skilled or unskilled,
physical or mental, etc. Remuneration forms an important monetary incentive for the
employees. Fixation of remuneration is the most difficult and complex function of the
management since there are no definite or exact means to determine the correct wages. Job
evaluation is one of the systematic techniques to determine the worth of the job but much
remains to be done in this regard.
 Integration: It is a process of reconciliation of the interests of the staff on the department
with the organization. Effective two-way communication is the best solution to the
problem related to integration. The PR & HR manager both must provide an efficient
system of communication to ensure smooth working culture. This subsequently affects
integration within an organization. In many cases, disputes arise because of poor
communication.

 Working Conditions & Welfare Services: The organization must provide good working
conditions to their employees so that they can work with the dedication and can maintain
their work efficiency. Similarly, organizations must provide welfare services to their
employees like health, education, counselling, recreation facilities, social security
measures etc. This will improve promotional industrial relations.

Chapter-06
Mannerism & Body Language in Public Relations
Good Mannerism for Better business
Good manners are an essential part of business or they should be at least. Clients and
customers notice the small things and they definitely notice rudeness. Most people can relate
to the feeling of being put off by a person’s manner, whether it’s body language, a look or
mannerism. The majority of communication that takes place between people is non-verbal.
So the old saying ‘it’s not what you say but how you say it’ certainly rings true. To improve
the non-verbal skill set, Kendra recommends the following strategies:
 Pay attention to non-verbal signals
 Look for incongruent behaviours
 Concentrate on your tone of voice when speaking
 Use good eye contact
 Use gestures and other non-verbal to make communication more effective and
meaningful
 Consider context
Apart from that, as Red PR’s wise business manager Natalie Pollock would say, being an
effective communicator is about listening, reflecting and responding. Without these
strategies, it’s impossible to foster positive and meaningful relationships and customer
experiences.
Easing Human Relations
There is another basic element of public relations that is often overlooked and given far too
little importance, but when applied correctly can give one a foundation for success in dealing
with others i.e. ‘good manners’. Various other terms that describe this term as
politeness, decorum, formality, etiquette, form, courtesy, refinement, polish, culture,
civility, courtliness and respect.
Even the most ancient cultures had highly developed rituals of human relationship. A study
of twenty-one different ancient races shows the formalities which attended their interpersonal
and intertribal and interracial relationships to be quite impressive. Throughout all races, “bad
manners” are condemned. Those with “bad manners” are rejected. Thus the primary
technology of public relations was ‘good manners’.
Therefore, a person or team of people applying the techniques of public relations who have
not drilled and mastered the manners accepted as “good manners” by those being contacted

will fail. Such a person or team may know all the senior PR technology and yet fail miserably
on the sole basis of “exhibiting bad manners.”
“Good manners” sum up to:
 Granting importance to the other person and
 Using the two-way communication cycle.
In dealing with people, it is impossible to get one’s ideas across and gain any acceptance
without a two-way communication cycle.
By “cycle” is meant a span of time with a beginning and an end. In a cycle of communication
we have one person originating a communication to a second person who receives the
communication, understands it and acknowledges it, thus ending the cycle. In a two-
way communication cycle, the second person now originates a communication to the first
person who receives it, understands it and acknowledges it. In other words, the two-way
communication cycle is a normal cycle of a communication between two people. It is not a
two-way communication cycle if either person fails, in his turn, to originate a communication
when he should. Arrogance and force may win dominion and control but will never win
acceptance and respect.
Successful PR
All successful public relations, then, is built upon the bedrock of good manners, as these are
the first technology developed to ease human relations. Good manners are much more widely
known and respected than public relations technology. Therefore no public relations
technology will be successful if this element is omitted.
Making an appointment and not keeping it, issuing an invitation too late for it to be accepted,
not offering food or a drink, not standing up when a lady or important man enters, treating
one’s subordinates like lackeys in public, raising one’s voice harshly in public, interrupting
what someone else is saying to “do something important,” not saying thank you or good night
these are all “bad manners.” People who do these or a thousand other discourtesies are
mentally rejected by those with whom they come into contact.
As PR is basically acceptance then bad manners defeat it utterly. To apply the techniques of
PR successfully, a person has to have good manners. This is not hard. One has to assess his
attitude toward others and iron it out. Are they individually important? And then he has to
have his two-way communication cycle so perfect and natural, it is never noticed.
Given those two things, a person can now learn the bits of ritual that go to make up the
procedure that is considered “good manners” in the group with which he is associating. Then
given public relations technology correctly used, one has successful PR.

The Importance of Body Language

Effective communicators know the importance of utilizing non-verbal communication when
delivering a message. It is a critical vehicle for capturing attention and communicating. Non-
verbal communication includes eye contact, posture, gestures, voice and tone quality and
helps ensure that your audience receives your message effectively.
Mastering non-verbal communication is essential not only in media interviews, crisis
communication and management, but in everyday communication. The essential features of
body language are as follows:
 Sit up straight. Good posture conveys confidence, power and engagement. It will help
someone understand that you are serious and know what you are talking about. Sloughing
appears sloppy and can be construed as disrespectful.
 Look them in the eye. Eye contact is a critical piece of communication. This helps
establish credibility and honesty and helps to deliver your message authentically. For
example, if you need a minute to think about an answer to a question, briefly looking away
gives the impression that you are collecting your thoughts and thinking.
 Gesture sparingly. Many people rely heavily on hand gestures to communicate. While this
can be helpful to illustrate a point, it can also be distracting. We encourage you to gesture,
when necessary, but don’t overdo it. This is especially important when doing an on-camera
interview. You want the focus to be on your words. If the gesture helps make your point, it
is ok, but you don’t want to detract from your message. A good example of this can be
found in an interview with President Obama on ABC.
 Use your voice as a tool. Your words are important, but so is how you speak. Your tone
should align with the message you’re a delivering. For example, when answering a
question, raising your pitch at the end of a sentence can be confusing and communicate that
you are unsure.
Mastering body language as an effective communication tool can be a challenge, but to get
started it is helpful to pay attention to the non-verbal cues that you pick up on from your next
conversation.
Assignment: Do you have an example to share about how non-verbal communication has
helped you deliver a strong message or caused confusion?

PRM Overview (Module-I)

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