MODULE 1 PUBLIC RELATION

(1) Definition
(2) Meaning
(3) Importance
(4) Objectives
(5) scope and Functions(6) Essentials of good public relations,
(7) Human Relations and Public Relations,
(8) Public Relations for Team Work,
(9) Organization of Public Relations of Corporate Bodies
(10) Internal Organization
(11) Role of Public relations for corporate Staffing,
(12) Selection,
(13) Training and Development of Public Relations Staff ,
(14) Importance of Mannerism s and Body Languages in Public Relations

(1) Definition
Public

relations
is
a
strategic
communication
process that builds mutually
beneficial
relationships
between organizations and
their publics.

(2) Meaning
Public relations (PR) is a management function which deals
with public issues. An important component of public relations is
publicity. Publicity deals with news coverage of events relating
to companies products and services
Meaning of PR
A
systematic
act
of
building
an
image
of
a
product/service/idea/company among the target group/general
public/stake holders through a welldesigned promotion on a
regular basis.

(3) Importance
PR is vital to outreach programs.
PR is all about building relationships to advance, promote, and benefit
the reputation of you yourself, your department and institution
PR is about communicating your message to gain allies, advocates,
supporters, etc. in the community and the institution
It aids in marketing the department for recruitment purposes and can
lead to improved quality of student applicants

It demonstrates to funding agencies that you are making a difference

and actually have results

(3) Importance
It can improve the reputation of an individual department
It can lead to strong community and industrial
partnerships, and even financial support

 The more PR you do, greater potential for even more

media exposure
PR is not just media relations

Other PR examples include:

Special Events
Special Promotions
Public Affairs
Internal Relations
Community Relations
High Tech PR: blogging, social networking

(4) Objectives
1.
2.
3.
4.
5.

Promoting goodwill
Promoting a product or service
To give information to internal employees
Helps to overcome negative publicity
Lobbying (The act of attempting to influence business and
government leaders to create legislation or conduct an
activity that will help a particular organization.)
6. Give advice and council

(5) scope and Functions Public relation is a window of the corporation through which
management can monitor external changes
We find regular conflicts between employer-employee
consumer-manufacturer, management-shareholders, citizensgovernment 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

Functions: 1.Community Relations 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.

2. Employee Relations

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 companys
employees is 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.

3. Product Public Relations When new products are introduced to the market the role
that public relations plays is crucial for creating
awareness and differentiating the product in the publics
eyes from other similar products. When existing products
need a push public relations is often called on the improve
product visibility.

4. 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 companys finances. A well planned and executed financial
relations campaign can increase the value of the companys stock
because of improved image and reputation. This improved image can
also make it easier to gather additional capital .

(6) Essentials of good public

relations
1. PR strategy. Just like with any marketing tactic, if you
do not have a clear purpose and accountability within the
overall market plan, it is difficult to sustain in the market.
2. Niche. To be most successful, have a focused approach
around defined target markets.
3. Scope. Determine if you are looking for local
community relations or if you want to be a national go to
expert.
4. Metrics. Know what outcomes you want to achieve and
then routinely gather the analytics to make sure you are
on the right path.

 5. An expert opinion. The press do not want a boring middle-ofthe-road contribution. They need something newsworthy to sell
their publication. Determine topics, pick a side and take a clear
stance. Just make sure your opinions stay within your brand
image and core values.
6. A press release template. A professional looking release can
help your business stand out. It should also include a well-written
description of your firm (and possibly yourself) that differentiates
you from the competition, with a section for relevant links to make
it easier for reporters to conduct any additional research that
might be needed.
7. Byline articles. Be unique and provide a fresh point of view. To
be the most opportunistic, discuss breaking news topics or trends.
Consider co-authoring an article with a strategic alliance to give
each other more credibility and an increased chance to be
published.

 8. Exclusives. Offer a connection an opportunity to be the

first or only organization to run with your information.

9. Media focus. Determine the list of media outlets and then

the journalist,
organization.

editors

and

producers

within

each

10. Relationships. Build connections with the journalists that

cover your industry and target markets. At first, trade
publications will help you build up credibility to be later
covered in consumer-oriented publications that focus on
your prospects.

 13. A spokesperson. Determine the point of contacts within

your organization and then identify the policies and
procedures for interactions with the media. Key contacts
should be media trained.

14. A writer. If there is no time or resources to develop new

content within your firm, hire a copyrighter to provide written
information. Write in the language of the target audience.

15. A gimmick. The idea of creating a stunt to generate

attention is a great one, if it is in line with the overall brand
(or it helps positively shape a new brand). Special events work
well for local coverage.

 19. Social media support. Providing valuable information

online helps make you searchable when reporters
research stories, looking for appropriate sources.

20. A snowball effect. Plan to effectively leverage current

media appearances to get new coverage from other media
outlets.

21. Reprints. Reproduce printed articles when it is cost

effective. Also, link to online articles and videos from your
website for free.

(7) Human Relations and Public

Relations,
HR and Public Relation or PR are terms very frequently
encountered in the corporate world. Both are utilized by
an organization to maximize returns on investment. HR
stands for Human resources and pertains to the workers
or employees of an organization, though it has now come
to refer to human potential of an entire nation. PR is short
of Public relations and it pertains to making effective use
of policies and strategies to create a good image of the
company among the people.

 HR
As the name implies, HR treats humans as resources just like raw
material and the management plans policies and strategies to
increase the efficiency of this resource so as to generate more profits
for the organization. This is also known as human or man
management that tries to increase the productivity of the employees
by looking after their needs and drawing up plans to look after their
welfare. Happy and content employees are an asset to any company
and the results are there for all to see in terms of increased
productivity ultimately resulting in higher production.

 PR
Maintaining good relations with the people outside the organization,
particularly the press and the media is today an important function
for any company. PR is a broad subject that encompasses projecting
the works done by the organization in the field of social welfare to
create a favorable image of the company in the minds of the people.
PR is effectively a means to keep open dialogue with the outside
world through press releases, media campaigns and advertisements
to remain in the sight of the public. Image today is very important
for any company and no means are spared to achieve this end

(8) Public Relations for Team Work,

Public relations is a multifaceted profession that often
demands extensive collaboration for its practitioners.
Teamwork in the field allows PR professionals to develop
strategies and execute plans in an environment open to
different viewpoints and contrasting ideas. A lack of
teamwork can leave public relations pros missing
opportunities for their clients or struggling to manage
their responsibilities.

 Client Management
In an agency or organization, more than one public
relations representative frequently works on a single
account or area of focus. In an agency, for instance, the
account manager may serve as the chief point of contact
for a client, but the account manager also works with
other members of the firm to execute communications
plans that match the client's needs. The success of the
arrangement depends on the account manager and other
public relations professionals on the account to be unified
on a strategy.

 Media Placement
Public relations teams band together to pursue the media
placement their clients desire. Public relations specialists
and managers collaborate to monitor media coverage and
to use that knowledge to target media outlets and
journalists who may be a good fit for the client. In this
type of project, public relations specialists can share their
knowledge about journalists from previous experiences.
They also can brainstorm ideas for the best ways to
package a pitch to a journalist in a way that stays true to
the client's message.

 Communications Tools
Teamwork frequently plays a role in the creation of communications
products, such as print items, videos, photos and websites. For instance,
a press release will not be distributed to the media with only the input
of the release's writer. Instead, colleagues ensure that the release is
grammatically accurate, meets organizational style guidelines and fits
desired messaging. Team members look for miscues as small as a typo
and as large as an inaccurate fact. Some communications, such as a
newsletter or annual report, feature the work of a team of specialists,
such as writers, graphic designers, photographers and editors.

 Crisis Communications
Teamwork is perhaps most essential in public relations during a crisis for a
client. When an organization faces a crisis, such as a tragedy or scandal,
its public relations team cooperates to manage the organization's
communications response. In this event, public relations professionals
drop personal projects and assume different roles on the team to ensure
the organization is meeting its communication goals. Team members work
to find and identify accurate information, develop messaging and relay
information to the public, including media. They also collaborate to
monitor media reports, including social media activity related to the
organization.