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PUBLIC RELATIONS Neha Banerjee WHAT IS PUBLIC RELATIONS ? “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” PRSA WHAT IS PUBLIC RELATIONS ? VARIOUS VIEWS: “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization(or individual) and its (or their) publics” PRIA WHAT IS PUBLIC RELATIONS ? VARIOUS VIEWS: “Public Relations is about reputation- the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics”CIPR WHAT IS PUBLIC RELATIONS ? VARIOUS VIEWS: “Public Relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events. PR is used to promote product, people, idea and activities” Philip Kotler DIFFERENCE BETWEEN ADVERTISING AND PR Paid media vs earned media Purchase vs independent verification by a trusted third party Exposure vs trust Guaranteed placement vs no guarantee Complete creative control vs media controls final version More expensive vs less expensive “ Advertising is what you pay for,publicity is what you pray for” A recent study from 2014 by Neilsen commissioned by in Powered on the role of content in the consumer decision-making process concluded that PR is almost 90% more effective than advertising Expert content lifted familiarity 88 % more than branded content CASE STUDY Launch of Tata Nano PRINT ADVERTISEMENT TATA NANO TVC TATA NANO LAUNCH EVENT: SIMILARITY BETWEEN ADVERTISING & PR? CONCEPT Media Govern ment Organization Stake Public Relations Holde r Stake Holder Share Holde r Employee Customers SOME OF THEM……. CASE STUDY 1 MALAYSIAN AIRLINES PR INDUSTRY IN INDIA PRSI Optimistic – growing Huge network of home grown and MNCs Offering integrated campaigns ORM is becoming crucial Specialized agencies FEW NAMES …. ROUTINE DAY PR HIT ! MISSED IT !! ????? DICTIONARY Media Client Agency Spokesperson/spokespeople Brief Target media Pitch JARGONS Corporate communications Marketing communications Digital pr Online Reputation Management Integrated marketing communications Traditional PR Digital PR Proactive PR & Reactive PR