“PUBLIC RELATION ASPECT”:AN IMPORTANT TOOL FOR SUCCESS OF

BUSINESS

MADE BY:-VISHAKHA

SHOBHANA

DIVIK GUPTA

ANUJ CHAUDHARY

DUSHYANT PANDEY

SHAILENDER SINGH

PUBLIC RELATIONS

• Interaction of a Business with its Customer Base, and or with Prospective Customers.

• At its core, it is Two-way communication between an Entity and its Publics and vice versa.

• It is often associated with “Reputation Management”• Modern Definition :

P.R = PUBLICITY REPOSITIONED

JOHN MARSTON’S PR “RACE” MODEL:

• R = Research (Determining the problems faced by the organisations.)

• A = Action (Determine the best course of action to address to the problem)

• C = Communication (Determining how the public will be told; it utilizes all the appropriate media to ensure that the message can be delivered successfully to there target audience.)

• E = Evaluation (It is all about asking, was the audience reached and what was the effect.)

FUNCTIONS OF P.R

• Writing • Media relations• Planning• Counselling• Research• Publicity• Marketing

Communications• Community relations

• Consumer relations• Employee relations• Government affairs• Investor relations• Public affairs

CRISIS MANAGEMENT

• One of the most Important Function of a Public Relations Expert.

• Serious problems such as a product recall, a product liability law suit, strikes, government shutdowns or bankruptcies may damage the image of the company affected.

• Public relations experts who handle problems such

as these – they're also called crisis managers.

CRISIS MANAGEMENTRequires more than an Apologetic Press

Release!!!!

• Companies must be ready to respond to disasters swiftly and decisively, using all platforms to communicate with the public.

• Companies that make Mistakes must Sincerely Accept Responsibility for their Actions -- Not Distance

Themselves from Them.

FEW BEST MANAGED DISASTERS BY THE P.R

- Cadbury’s Worm Infested

Candy Bars (2003)

- - Toyota's Recall Fiasco (2010)

PUBLIC RELATIONS, MARKETING, and ADVERTISING……

Aren’t They All The Same Thing?

The Answer Is NO!!

ADVERTISING/MARKETING• Traditionally Promote

Products and Services.• Goal of Advertising is

to Generate Sales• Vital Component of a

Substantial Business

PUBLIC RELATIONS• Public Relations

Promote the Entire Organization.

• Goal of PR is to Generate Goodwill

• Is a Part of Marketing

GOALS OF PUBLIC RELATIONS

• Create, Maintain, and Protect the Organization's Reputation

• Enhance its Prestige• Present a Favourable Image• Create Good will for the Organization• Educate Certain Audiences about Many Things

Relevant to the Organization—including the Business in General, New Legislation, and How to Use a Particular Product—as well as to Overcome Misconceptions and Prejudices

AREAS OF PUBLIC RELATIONS

• PRODUCT PUBLIC RELATIONS• EMPLOYEE RELATIONS• FINANCIAL RELATIONS• COMMUNITY RELATIONS• GOVERNMENT AND POLITICAL RELATIONS

• OTHER PUBLIC RELATIONS PROGRAMS: Anniversary celebrations, events related to trade shows, special exhibits, or fairs and festivals.

PUBLIC RELATIONS FOR SMALL BUSINESSES

Like other types of organizations, small businesses can benefit from public relations in terms of their relationships with customers, employees, investors, suppliers, or other interested members of the community.

Experts caution small business owners against taking on this responsibility if they are unqualified, or if they are unable to give public relations the attention it deserves.

HOW PUBLIC RELATIONS HELP THE ORGANISATION

• Public relations professionals serve as counsellors, helping develop communication programs, policies, decisions, and courses of action — all taking into account the impact on your various publics.

• Public relations professionals develop communication programs aimed at both internal and external publics.

• A PR firm can conduct research, helping your organization anticipate and understand public opinions, internal and external attitudes, and what’s being said about your company.

• PR consultants are “a must” during the strategic planning process and aid your organization by developing a vision and a mission, plus objectives and programs to help you better connect with the people who matter to you.

• A public relations firm can provide you with various forms of training, including media and presentation training.

• PR professionals are driving social media efforts, helping organizations engage their audience, in real time.

• One of your most important publics are your employees; PR pros are skilled at developing and executing employee engagement programs

• When most people think of PR, they think of media relations and publicity. Public relations professionals can help you develop media relations and publicity programs that drive key business results.

• More and more organizations are recognizing the bottom line impact of corporate social responsibility programs, and public relations firms are ideally positioned to map out and execute strategic CSR programs.

• Every leader must be able to articulate a vision and provide thought leadership to those they serve. PR is the only communication function that supports leaders in this endeavour.

NEGATIVE P.R

• Negative public relations, also called dark public relations (DPR), is a process of destroying or discrediting. Dirty secrets, misleading facts, or legitimate claims figure heavily into the equation. Its use can be moral and ethical when the information protects or informs the public of danger.

• The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival. DPR may rely on IT security, industrial espionage, social engineering and competitive intelligence.

THE CURSE OF SPIN

What Does the Term Mean??

• Spin is a form of Propaganda, Achieved Through Providing an Interpretation of an Event or Campaign to Persuade Public opinion in favour or Against a certain Organization or Public figure.

• “Spin" often Implies Disingenuous, Deceptive and/or highly Manipulative tactics.

• Though, Spin cannot cover up for poor performanceand does NOT equal to good public relations!

TECHNIQUES OF SPIN• Cherry Picking

• Non-Denial Denial

• Non-Apology Apology

• Mistakes were Made

• Phrasing in a way that Assumes Unproven Truths, or

Avoiding the Question

• "Burying Bad News": Announcing One Popular

Thing at the same time as Several Unpopular Things,

hoping that the Media will focus on the Popular one.

• Misdirection and Diversion

CONCLUSION

• Companies that understand the principles of public

relations, and employ them regularly, may enjoy a

competitive advantage over rivals which are not

public relations savvy. Among the beneficial results

of strategic public relations are increased sales,

increased customer traffic, a continual "buzz" or talk

about a company which is frequently mentioned

positively in the media, and a brightly shining image

in the eyes of their customers and potential

customers.