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What is PR?
◦ When you meet someone, you will greet him/her as per his age,
experience, designation, reputation. I think it is a basic method
of PR.
◦ Very important subject
◦ Old subject, been there since time immortal
◦ People have been using it in terms of human relationships since
time immemorial
◦ Edward Berneys introduced it as a subject in 1904
◦ He lived for 104 years
◦ He claimed himself to be the founder of PR though I believe PR
is in practice since the inception of this world
◦ E.g. Mohenjedaro, Harapa have inscriptions in caves that show
ways of people communicating with each other
◦ So it is unfair to say that the field is new
◦ However, Introduction and understanding of PR tools is new
◦ Information of using these tools effectively is new for people
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Its shape and usage has changed, improved and
advanced over time and it is a continuous process
Pictogram (inscriptions on rocks i.e. pictures,
characters were drawn to leave messages for other
civilizations, communities etc)
Construction (building mosques, Mughal
architectures, temples)
For information people of coming times about their
culture
Second, sending missionaries to convey what humans
of a certain part of the world doing
Apprise other cultures, other times about their
activities
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In general, PR is a mean/tool to convey
activities of one human being, one group,
one institution or one organization to other
human being, group, institution or
organization
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It is a broader term
Marketing, advertising, publicity, propaganda
etc are its tiny little fields
PR Nowadays:
◦ create favourable image, favourable climate or
improve tarnished image of an organization – This
is merely marketing or advertisement which is only
a segment of PR
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In Real it means: The Role of PR person is to
◦ Basic function is broader
◦ Create understanding through knowledge
◦ about What product, what policy, what theory, what
thought he is going to propagate to public
◦ It applies to any sort of organisation (commercial or
non-commercial) in the private or public sector
◦ It is not limited to few functions
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Edward Berneys had a different notion of PR
altogether in 1948
“it is a planned & sustained effort to establish
and maintain mutual understanding between an
organization & its publics.”
It is a advised, continuous effort through which
mutual understanding between
institutions/groups and their relevant publics.
I don’t know of any organization that is not
involved in PR
Quentin Bell later replaced ‘Mutual
Understanding’ with ‘Persuasion’
Nowadays this definition serves the perceived
role of PR in the organisations
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Deciphered the word Public with its initials P
P means performance
Develop performance of your product,
thought, policy within your own organization
Your product will first have to perform
Once your determine the P
R means Results
On the basis of performance then there will
be favorable or unfavorable results
So you have to focus on P and R while
working on a PR campaign
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Examples
◦ Airline (Routes adopted by an airline to increase their
revenue. For that first of all they need to do RESEARCH of
their competition. Second, what facilities they should be
providing to their passengers. By this research they will be
able to judge elements that are negatively effecting their
performance)
◦ Once they have determined that their routes, configuration,
stopovers are the reasons behind losses. They will be able to
come up with solutions to improve their results.
◦ Second, way of improving their results is through PUBLICITY.
That the airline is has introduced premiere services for their
passengers.
◦ Other Performance & Result oriented example would be of a
Beverage Drink, when a woman drank from it and it had a tin
piece inside it. It was a matter of Quality Control. Which
means it was a carelessness from company’s part. The
woman sued the company. The company in return personally
contacted the woman, addressed her complaint,
compensated her and started a rigorous PR campaign to
improve brand image.
◦ Customer satisfaction, health, utility were of higher
importance for them.
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No policy or campaign can be successful
unless you have knowledge about it
You will not be able to highlight the product
Knowledge about its features, qualities and
public
Survey/poll research to get knowledge about
the response/feedback about the product in
the market
It is helpful in convincing public for the
product
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Billboards
Handouts
Newspapers
TV
Sponsorships
Cigarette companies have started sponsoring
sports events
In old times, government used to project
their message during movies in cinemas
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Technology & thought is improving day by day
Most important medium is visual
In older times it was radio, then people used to
record messages on tape and send them
Polio campaigns, agricultural messages, family
planning messages
Digital editing age, video age, there are
numerous channels – no information can remain
behind curtains
Proving to people that their thought/product is
for their benefit to pass-on an exchange
goodness among each other.
If you have launched a good campaign you need to
have follow-up
Launch is first and most important phase of your
product
Now to check if you product is working well among
the public
Later follow up campaign is very important to get
feedback
Then based on the knowledge of feedback received,
you will be able to make improvements in your
future campaigns and product itself
Ignoring/neglecting followup campaign will result
in diminishing your product from the market and
result in a failure to your original campaign
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Two kinds
Internal (employees, labor in organization)
◦ Employees are a big tool of PR. To keep them satisfied the
organization must use PR tools
 Internal newsletter (new policies, improvements,
announcements, identify good performances, incentives etc)
which help in creating acceptable, comfortable working
environment which motivates employees
 Internal newsletter is also circulated with external public to
create better impression among external public
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External (customer, people directly or indirectly
related to your product)
◦ These internal newsletter are also shared with external
public i.e. Public utility companies, private organizations
and people should know how company is treating its
employees and what landmarks has it achieved in a
particular timeframe.
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Second source is relationship and interaction
with Concerned quarters, segments
One source is Media (print and electronic)
PR manager/department of repute with media is
important factor with PR has to take care of
Things to be taken care of with Media
◦ No adverse propaganda against product
◦ If PR manager keeps on informing journalist that your
company is performing well
◦ Repute with Press (your meetings with journalists create
a personal equation with the journalist. Before
publishing a controversy about your company he will
talk to you first of all and will mellow down the intensity
of the news)
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Advertising presents the most persuasive
possible selling message. While PR role is of
informing educating and creating
understanding through knowledge.
◦ ADV will be more successful when prior PR activity
has created knowledge and understanding of the
product or service being promoted --- also known
as Market Education
◦ PR activity prepares ground for advertising policy to
prosper
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It is merely a tool of PR
◦ A company desirous to get their message across to
the external publics, they use advertising.
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By Market Research PR determines type of
advertising
◦ Many companies have assigned students’ task to
conduct market surveys with properly devised
questionnaires, feedback forms for the sake of
research is conducted and then submitted to the
managers to formulate a policy.
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On the basis of Market Research PR manager
determines choice and use of media
1.
PR is not a form of advertising, and is in fact bigger
activity than advertising
- Develop a policy, campaign, make followups, prepare framework required
to project image of company. Whereas adv just advertise product.
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PR relates to all the communications of the total
organizations, while advtising is mainly limited to
marketing functions. E.g. newsletter, sponsorships, sales
promotion. PR implements it.
PR is neither ‘Free Advertising’ nor ‘unpaid for
advertising’. Infact it is time consuming & time costs
money.
At times advertising may not be used by an organization,
but every organization is involved in PR.
PR embraces every one & everything, while adv is limited
to special selling & buying tasks.
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Set up a PR dept for successful coordination
with management for result oriented
advertisement of a product.
When a company is engaged in a lot of PR
work then it is recommended that it should
be handled through the company’s internal
PR department.
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Writing & distributing news releases, photographs &
feature articles to the press, compiling press lists.
Organizing press conferences, receptions & facility
visits.
Maintaining a media information service. i.e. getting
information from media outlets. Getting a Ceo’s
interview published etc. provide copies of media
content to clients.
Editing & producing staff magazines or newspapers &
organizing other forms of internal communication.
E.g. videotapes, slide presentations, wall newspapers
etc.
Editing & producing external journals aimed at
distributors, users, customers etc
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Writing & producing print material such as
educational literature, company histories,
annual reports, induction literature for new
staff, educational posters for schools etc.
Commissioning audio-visuals such as
synchronized slide presentations & videotapes
together with their distribution, cataloguing,
showing & maintenance.
Commissioning & organizing PR exhibitions &
displays including provision of vehicles.
Commissioning & maintaining all forms of
corporate identity & house styling e.g. logos,
color schemes, print house style & typography,
livery of vehicles, distinctive clothing etc.
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Handling PR sponsorships.
Organizing works or similar visits, e.g. facility
flights, sailings, site tours etc.
Organize special meetings e.g. board meetings to
discuss and finalize strategies.
Attendance at appropriate meetings of the board &
meetings of production, marketing, sales &
executives.
Attendance at sales & dealer conferences.
Representation of the company at trade association
meetings.
Liaison with PR consultancy if one is employed.
Training PR staff.
Commissioning opinion surveys (or other research).
Supervising advertising – liaison with advertising
agency
liaison with politicians & civil servants.
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Official openings of new premises
(Inaugurations) – arrangements for VIPs, guests
& press.
Arranging visits by royalty, MPs, VIPs, foreign
visits.
Celebrating centenaries, Award for Industry etc.
Organizing feedback of press cuttings, radio &
television transcripts, monitoring & other reports
from outside.
Analysis of feedback & evaluation of the results
of efforts in relation to the declared objectives.
Activity – Promote a fashion show