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It is the deliberate planned & sustained effort to establish & maintain mutual understanding between an organization and its public
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PRESENTED BY
BELLI P KS3 MBA
2
History and Functions of PR
PR definition
It is the deliberate planned & sustained effort to establish & maintain mutual understanding between an organization and its public
PR involves
2 way communication process between an organization and its public
A communication process with a view to change mindset of public in certain directions
PR involves 3 progressive levels
•Message should reach the public
AWARENESS
•Public should agree with the message
ACCEPTANCE
•Public should act accordinglyACTION
Purpose of PR
To educate the audiences on the advantages of the product/ service
To promote goodwill of organizationTo create, maintain, protect & build reputation
of organization
History of PR
50 BC •Caesar wrote 1st campaign biography•To convince Romans that he would be the best head of state
394 AD •St Austin delivered eulogies to Roman emperor•1st of the people in charge of PR
1776 •Thomas Paine- Master of political propaganda•His writings could make people do and believe in things
1795 •Georgiana Cavendish, duchess of Devonshire, with Charles James Fox •Included press relations, lobbying & celebrity campaign
1903 •PR became a profession•Ivy Lee advised John D Rockefeller
1918 •PR took next step towards professionalization with Edward Bernay
Evolution of PR in India
Ramayana- Bhadro used to report to Rama about public feelings and opinions about Ram’s administration
Religious leader like Buddha- Sankaracharya were master communicators
King Asoka send his own children to Sri Lanka to Preach Buddhism. Sangamitra- 1st female PR executive in history
Mahatma Gandhi succeeded in bringing entire country together to achieve independence
Systematic practice of PR began with Indian Railways in 1920s. Used exhibitions, festivals and newspaper advertising, both in England and India, to attract tourists
Government PR structure
1918- 1st PR set up in India by the name Central publicity board
central bureau of informationBureau of public information
After independence Govt set up ministry of information and broad casting.
Media units which handle PRAll India radio, Doordarshan Kendra, Registrar of newspapers on India, Photo division, Indian Institute of Mass communication etc
Ivy Lee
•Considered as 1st PR counselor.
•Advised John D Rockefeller to talk to miners, listened to miners and improved their conditions
•His principles were-
•Tell the truth
•Provide accurate facts
•PR director ,ust have access to top management & must be able to influence decision
Edward Bernay
Father of PRHe advised the new President of
Czechoslovakia to announce independence on Monday than Sunday to get maximum media coverage
Bernay’s principles
To interpret client to public
• To promote client
To interpret public to client
• Operating company in such a way as to gain public support
Bernay’s other conceptsPR is a public service
PR should promote new ideas and progress
PR should build a public conscience
Problem Solution
Columbian rope company had anti-union image
Produced radio programs featuring union & management panelists
Induced the company to bargain with union
Convinced the company to sponsor a vocational program
Offered tours of the plant
What Bernay did
Problem Solution
P&G produced a radio commercial which were offensive to African- Americans.
Changed commercialHe got company to
offer African-Americans significant jobs
Invited them to tour plant
Featured them in company newsletter
What Bernay did?
Functions of PR
Community relationsConsultingContribution programsCustomer relationsGovernment relationsGuest relations Internal communication Investor relationsMedia relationsProduct/ service publicityPublications Digital communication
Community relations
Working with groups in community where org has major operation
Developing good cooperative climateMedia relations personnel who work with
media at community level
Consulting
Developing & recommending public policiesContributing PR view points in formulation of
corporate decisions
Contribution programs
Sometimes part of community relations function
Developing policies for corporate donationsProcessing contribution requests
Customer relations
Assuring that organization’s customers are satisfied
Deal with customer enquiries, complaintsAdvise senior management on customer
related issues and concerns
Government relations
Also called public affairsMonitors regulations & legislation affairMaintaining a goodwill with GovtDirecting program designed to promote
organizations point of view in regulation and legislation
Guest relations
Conducting office and plant toursGuest relation activitiesPreparing brochures, tour guides, tapes,
videos, maps and guest related communication material
Major function in tourism and entertainment industry
Internal communications
Preparing & publishing employee & membership bulletins, newsletter etc
Employee & member conferences, tele conference
Communication with management & board members
Also includes tour, employee recognition banquets & awards
Investor relations
Communicating with ownersCommunicating with related groups such as
financial institutions, brokers, securities and financial analysts
Preparing and coordinating annual meetings, conferences, seminars & communication materials such as internet site contents, annual reports, quarterly statements
Media relations
Issuing news of activities to external audienceEstablishing & maintaining contact with mass
mediaHandling responses to inquiries from news
mediaCoordinating media conferences & toursTracking & evaluating media coverage
Product/ service publicity
Often called marketing publicityAnnouncing new products/ services &
enhancements if any through mass mediaDeveloping & executing promotional
programs
Publications
Preparing and publishing materials for special constituencies including dealers, agents, advisory body, alumna
Digital communication
Using internet, intranet, email etc to prepare and deliver message to specific constituencies
Thank You