Dhanesh GundlaAmogh KadamPrathmesh Parab

What is Public Relations ?Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public.

The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions.

“Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

Definition

PR is essentially defensive It is a corporate armour that the company can wear which would protect the company during adverse times

Public relations can also be defined simply as the practice of managing communication between an organization and its publics

Marston’s four-step “RACE” model describes the PR process:

R = ResearchA = ActionC =

CommunicationE = Evaluation

Functions of PRPromoting goodwillPromoting product, service,

corporate imageCorporate communicationsLobbyingCounteracting negative publicity

Advantages of PRCredibilityCostAvoidance of ClutterLead GenerationAbility to reach specific groupsImage Building

Disadvantages of PRDifficult to quantify PR benefitsLack of control‘Deft’ management required

Role of PR Officer• Advocate

The public relations manager is the chief advocate for the company. He must focus all energy on building an organization that will be deemed a good corporate citizen. He is the mouthpiece for management -- and in political circles known as the press secretary.

• Communicator

The public relations manager crafts communications policies and oversees the development of all statements and news releases for the company. Sociology, psychology and good journalism are requisite talents for the manager and staff. Communications must be clear, concise and relevant to the audience.

Problem Solver

The public relations manager is the ultimate spin doctor. It is her job to put the best face on news and information that could embarrass or malign the company's reputation. Often, she will be called upon to polish mundane information into platinum data that gives the company more credit than would ordinarily be due for routine accomplishments.

Opinion Maestro

The public relations manager directs all outreach efforts. He is responsible for media placements and coordinating organizational functions and the efforts of executives. It is his responsibility to determine the executive appropriate for each situation and ensure that person has approved information and statements in hand.

Uses of PRCustomer complaints and redressalIt is an opportunity to cement

relations with the customerVery important in the service and

hospitality industryCombating rumours / falsehoodsConfront and disclose facts in leading

mediaGive the positive side of the storyCapitalise on rumour to your benefitRumour can be dismissed as ridiculous

When PR is used for the purpose of marketing its product and services, it is known as Marketing Public Relations (MPR)

It can be a very important component of the entire communications mix of the company

Objectives of MPRAssist in the launch of

products/companyAssist in repositioning a mature

productBuilding interest in in a product

categoryInfluencing specific target groupsCountering negative publicityBuilding corporate image that

rubs off onto its products

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Public relations, marketing, and advertising……

aren’t they all the same thing?

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Marketing and advertising traditionally promote products and services.

Public relations promotes the entire organization.

The answer is……not really!

For PR to work there are several prerequisites

It must first put its own house in order

IR must have the respect of employees and community

Management must justify its profits and prove that it is not profiteering

Work for the community as an able corporate citizen

How do PR people get their job done?Using clout of the agency by

virtue of being a space buyerCultivating relations with media

and leveraging that when required

Communication that is newsworthy and which media would be glad to carry