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DEFINITION
A planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization & its public.
British Institute of Public Relations
The real public relations is to build a bridge between an organization and its various publics.
Its purpose is to create understanding and mutual lines of communication.
OBJECTIVES OF PR
1.
Building, strengthening & maintaining relationship Provide support to other functions Creating favorable image Regaining the image during crisis
2.
3.
4.
A SolutionAnd CSR
Reaching Destinations
And Finally
OBJECTIVES OF PR
1.
Building, strengthening & maintaining relationship Provide support to other functions Creating favorable image Regaining the image during crisis
2.
3.
4.
Functions
Counseling Research Media relations Employee relations Community relations Enterprise relations
Counseling
PR professionals advice the management on policies, issues, relationship with publics and communication.
Counseling is based upon managerial strategies & information gathered from the publics. It is the highest level in public relations requiring maturity in professional skills.
RESEARCH
It is an act of gathering information from the publics, which provides base for plans and execution of plans. Means determining reactions, attitudes, behaviors and opinions of publics in order to plan, implement and measure PR activities. It is an essential element because consequences are predicted upon its analysis. the
Media Relations
An understanding and supportive environment is build between an organization and media for satisfaction of their mutual concerns and interests. Likely to get more positive media coverage and preference.
Means relating with media in seeking publicity.
Employee Relations
Good relations are developed b/w the upper management and the lower management. Giving response to the concerns and needs of employees in order to cultivate a goodwill. Motivating employees, giving allowances and gratifications.
Community Relations
Good relations with the community members contribute to build a favorable image. Identifying and promoting public services and activities. Supporting ideas of community to maintain and enhance the reputation.
An understanding of communication process An understanding of the way media works A keen understanding of the world of business
Broad interest in the world of media like radio,television,internet,etc. Interest in current affairs Excellent time management skills Thoroughness Thinking strategically Ability to deal with people Honesty Imagination and creativity
ORGANIZATION OF PR FUNCTION
TWO APPROACHES
PR Function can be organized in two ways:
IN-HOUSE PR DEPARTMENT
ASST MANAGER Print Media
ASST MANAGER Social Issues PR DIRECTOR MANAGER Community Relations MANAGER Research ASST MANAGER Environmental Issues ASST MANAGER Local Issues
MANAGER Counseling
Full time services In-House PR Officer is an organization man Economical Helps to meet emergency Easy cooperation Familiarity with industry
ADVANTAGES
Specialization
Experience Autonomy Resources
SELECTION OF PR STAFF
SELECTION: MEANING
Selection is the process of picking individuals (out of the pool of job applicants) with requisite qualifications and competence to fill jobs in the organization.
It is the process of differentiating between applicants in order to identify and hire those with a greater likelihood of success in a job.
SELECTION PROCEDURE
Preliminary Interview Selection Tests Employment Interview
Physical Examination
Selection Decision
Reference Analysis
Job Offer
Employment Contract
Evaluation
SELECTION TESTS
Ability Test
Aptitude Test Personality Test Interest Test Graphology Test
Structured Interview
Unstructured Interview Mixed Interview Behavioral Interview Stressful Interview
Training & Development refer to the imparting of specific skills, abilities and knowledge to an employee.
It can be understood as any attempt to improve current or future employee performance by increasing an employees ability to perform.
T & D: PROCESS
Needs Assessment
Instruction al Objectives Designing T&D Program Implement ation
Evaluation
METHODS OF TRAINING
Orientation Training Internships Job Rotation Coaching Understudy Technique Junior Boards
PR STRATEGY
Where are we now? Where do we want to be? To whom are we talking (audiences)? What do we want them to do? Why do we want them to do it? What are we going to say to them (messages)? Where are we going to reach them? When are we going to reach them? Which techniques (methods) are we going to use? How much are we going to spend? What if there are unforeseen problems? How did we do?
Research and analysis Carry out some research amongst your key audiences (questionnaires or telephone) Analyze your results Are their perceptions of your organization correct? For example, audience x is not aware of your services, group y is confused about what you do, etc. Summarize where your organization is now (you can include personal observations here)
Get management input here Keep this realistic You want group x to know you exist; You want group y to sign up for some of your services You want the media to publish your news releases You want to help secure future government funding etc.
Identifying target audiences is a vital part of a strategy The person or persons (public) being targeted become the target audience Once identified, audiences should be prioritized
Once audiences are listed (as primary, secondary, etc.) write down what you want each audience to do and why For example, Reliance wants its Customers to be satisfied with its services and carry positive image about Reliance. Why? Because Consumer is King in business and through consumers good word will be spread about reliance
In a new section, under each identified audience add statements about what you should say to each audience in order for them to do what you want Ensure messages are simple statements
Remember
A message must be repeated many times in many different forms Messages should be tailored to each audience Context, tone of voice and choice of language should be considered at all times Dont bombard audiences with too many messages at once
You have identified your audiences, key messages for each audience but where are you going to reach them? Some audiences you may have all the data you need in order to reach them names, email addresses, postal address etc. But, there may be some audiences you do not have any details of
You therefore will need to use specific methods of communication that can help you reach them
For example, perhaps you can reach them by placing stories in the magazines they read (media relations)
Timing is very important Link specific PR activities to fixed events in the corporate calendar
Brochures, news releases, videos, etc.... Ensure you are using the right methods to reach each target audience One size does not necessarily fit all Remember you will need to repeat key messages in several different forms in order to get the desired response Also remember you cannot target specific audiences via a website
This helps focus the mind on potential things that can (and do) go wrong Brainstorm with managers, colleagues etc.
Perhaps your software doesnt work on windows; your server cant cope with the number of increased hits on your website etc. Think how to deal with potential problems
Contingency planning is vital!
You cannot possibly know if your campaign is successful unless you measure your success somehow Set measures (before embarking on a campaign) They can be as simple as:
Number of hits/unique visitors on your website Media coverage (opportunities to see; positive versus negative; etc.) Increased demand for services New contacts made Output (news releases, publicity material developed, etc.)
Conclusion
Every organization can improve its PR, particularly if you plan ahead A PR strategy helps you plan It will indicate what needs to be done and why It will help you manage expectations and achieve real, measurable results
PROMOTION
PRODUCT
PACKAGING
DISTRIBUTION
PRESS CONFERENCE
Launch of a product Crisis situation Announcement of IPOs Mergers and acquisitions Appointment of CEO Good performance Changing of logo Diversification New brand ambassador Corporate social responsibility
Clearly state a good reason Decide what message you want to deliver Work out the location of press conference Set the date and time of the conference Invite the media Invite guests Prepare your spokesperson Choose a moderator Prepare background material Practice roles Prepare
Aims Collection of full amount Keep the cost of collection as low as possible Collect the amount Methods By telephone calls By sending letters or faxes Personal messages Sending bills of exchange By requesting trade protection societies to intervene or undertaking legal procedures
Stages of collection
Sending the bill or statement Sending a reminder Trying to make customers respond Request and mild threat Final warning Serving a legal notice or drawing a bill of exchange
Corporate Brochure Annual Reports Flyers/Leaflets Press Kit House Journal Bulletin Board Posters
Goodwill Letters Special Events Exhibitions Press Conference Staging an Open House Meetings & Seminars Webpage
FLYERS/LEAFLETS
POSTERS
AIDS TO TRADE
Provides Finance and Services. Without means of transportation is impossible to trade. Absorbs some of the risks in production and trade. Provides storage
Warehousing : facilities.
ESSENTIALS IN PRESENTATION
7P Approach suggested by Isa-N Engleberg Purpose People Place Preparation Planning Personality Performance
TIME MANAGEMENT