Public Relations

Muhammad Yousaf

PUBLIC RELATION A variety of definitions exists for public relations. some are:

• PR is the practice of promoting goodwill among the public for a company, government body or person to present a favorable image.• PR is primarily concerned with the image of the organization portrayed to the

public, often in the media.• PR is a deliberate, planned and sustained effort to establish a relationship

between an organization and its public. (The British Institute of Public Relations)

PUBLIC RELATION

• PR is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.

• PR is the art and science of managing communication between an organization and its key constituents to build, manage, and sustain its positive image.

WHO ARE PUBLIC?

Publics are:• the interested audiences that are important in some way to an

organization including : current and potential customers, current and potential employees and management, investors, vendors and suppliers, media, government, and opinion leaders.

• They can be internal within an organization or external from an organization

PR VS MARKETING

• Both aim to increase the reputation and recognition of the organization in the public. But still are not the same concept. • PR is usually not product specific. • PR may occur as a result of a crisis and is usually seen as a long-term

investment in the goodwill and reputation of the organization.

IMAGE IS EVERYTHING

For Example:• Many celebrities, performers and actors have public relations

consultants and assistants who carefully evaluate information about their client. This is usually to allow the accepted or desired public persona to continue.

• Stories, events or interviews that do not support this image are stopped or may be denied. So, many public relations consultants have influence over the presentation of stories and may be able to influence the type of information used in the media.

PUBLIC RELATION INVOLVES

• Evaluation of public attitudes and opinions.• Formulation and implementation of procedures and policy regarding

communication with public.• Coordination of communication programs.• Developing rapport and good-will through a two way communication

process.• Fostering a positive relationship between an organization and its

public constituents.

OBJECTIVE

• PR provides exposure to the audiences using topics of public interest and news items that do not require direct payment.• PR persuades the public, investors, partners, employees or other

stakeholders to maintain a certain point of view about the individual, company, its leadership, products or political decisions.• PR provides relevant information on planning technical and

organizational developments, inventions and their potential utilization, etc.

SCOPE• The scope of public relation is wide which ranges from personal to political field.

Entrepreneurs, managers, political leaders, social workers, religious leaders are all involved in public relations day in and day out.• Public relation is a window through which: management can monitor external changeswe find regular conflicts between employer-employee, consumer-manufacturer,

management-shareholders, citizens-government and so on due to misconception and misunderstandings. • In business public relation is tool of management like marketing, production and finance.It is investing and creating asset for an organization which is finally reflected in

improved performance profitability, and growth of the organization.

PUBLIC RELATION PRACTITIONERS

• Above mentioned are generally the major challenges where public relation practitioners can play a crucial role. • They should get to know the psychology of the public and acquire skill

in solving and also avoiding conflicts.• They should be well aware of the public needs and the aims of their

client.

PUBLIC RELATIONS OFFICER • Public relations officers plan, develop, put into place and evaluate information and

communication strategies that present an organization (client) to the public or other stakeholders. • They also promote good information flow within their organization.• Public relations officers may perform the following tasks: monitor public opinion regarding an organization or particular issuesdevelop and implement communication strategies advise management on communication issues and strategies plan public relations programspresent arguments on behalf of an organization to government, other organizations and

special interest groups respond to enquiries from the public, media and other organizationsarrange interviews with journalists, prepare and distribute media releases, and

PUBLIC RELATIONS OFFICER make statements to the mediawrite, edit and arrange production of newsletters, in-house magazines, pamphlets and

brochures etc.assist with preparing organizational documents such as annual reports, profiles etc.write speeches, prepare visual aids and make public presentationsoversee production of visual, audio and electronic material, including managing websites organize special events such as open days, visits, exhibitions and functionsconduct internal communication courses, workshops and media trainingdevelop risk assessments and implement crisis management plans to ensure an good

reputationplan, develop and manage identityorganize and manage events, exhibitions, conferences and product launches procure sponsorship deals.

ACTIVITIES FOR PR

Common activities include speaking at conferences, winning awards and honours, working with the press, and employee communication etc.

Other public relations activities include:• Publicity events• Books and other writings• Collateral literature, both offline and online• Direct communication with public• Maintaining Blogs• Using Social media and social networks

FUNCTIONS

• Community relationships• Employees relationships• Product public relationships• Financial relationships• Media relationships

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 organization-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 company’s

employees is the maintenance of employee goodwill. • The image and reputation of a company among its employees.

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 public’s eyes from other similar products. • When existing products need a push public relations is often called on

to improve product visibility.

4. FINANCIAL RELATIONS

• This includes the stakeholders and investors but is not limited to them.• Financial analysts and potential investors have to be informed about

the company’s finances. • A well planned and executed financial relations campaign can

increase the value of the company’s stock because of improved image and reputation. • This improved image can also make it easier to gather additional

capital.

5. MEDIA RELATIONSHIPS

• For communication with large groups, organizations rely largely on mass media.• It is media relations people who respond to news reporters queries,

arrange news conferences, issue statements to the news media and often serve as an organization’s spokespersons

PROCESS OF PUBLIC RELATIONS

• Research • Action • Communication • Evaluation

ACTIVITY