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PUBLIC RELATIONSMGT 303
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Public Relations
Publicity in newspaper, a television interview withorganization spokesperson, appearance of celebrity onthe event.
But PR define as public relations is the management
function which evaluates public attitudes, identifies thepolicies and procedures of an individual or anorganization with public interest and, plans andexecutes a program of actions to earn publicunderstanding and patience
Rex Harlow- Founded PRSA
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Public Relations
Public relations is influencing the behavior to achieveobjectives through effective management of relationshipsand communications- British Inst. Of PR
Key words
Deliberate Planned Performance Public interest Two way communication
Management function
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Public Relations
Six broad elements
Organization
Corporate mission, service or products
Publics- internal and external
Management
Two way communication process
Public acceptance, mutual understanding
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Public Relations
Is PR all about winning and dining?
Why do people seem to respond to PR?
Can PR be self taught? What can PR do?
Propaganda v/s PR
Public interest
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Public Relations
Publicity
A systematic distribution of publicinformation about an institution, individual,a product, an idea or a service
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Public Relations
PR and Publicity
Advertising- the process of buying sponsoridentified media space or time in order to
promote a product or an idea Components of advertising
Paid form
Non personal Identifiable with sponsoring authority
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Public Relations
Differences between public relations and advertising
Strategy
Target audience
Purpose Message
Media choice
presentation
cost
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Public Relations
Commercial v/s social
Public affairs( government policies)
Lobbying a group or an individual whotry to influence politicians on a particularissue
Marketing and PR
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Communication
Communication is the process of passinginformation and understanding form oneperson to another. It is the process of
imparting ideas and making oneselfunderstood by others.
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Communication
Public communication
Kinds of communication
Intrapersonal communication
Interpersonal communication
Mass communication
Group communication
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Communication
Shanon and weaver model of communication
Lasswells model of communication
Who
Says what
In which channel
To whom
With what effect
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Communication
Hypodermic needle model ofcommunication- power of media overaudience
Stepwise flow of communicationOne step flow of communication
Two step flow of communication- opinion leaders
Multi step flow of communication
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Communication
7 Cs of communication
Credibility
Context
ContentClarity
Continuity and consistency
Channels
courtesy
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Evolution Of PR
Two way asymmetric model Two way symmetrical model
I & B Ministry
People s participation
Launching of 5 year plan
General elections and emergence of democratic institution
PRSI
Growth of public sector
Mixed economy
Nationalization of scheduled banks LPG
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Evolution Of PR
Father of modern PR- Edward L bernays
Four US PR models
Press agentry/publicity modelPublic information model
Two way asymmetric model
Two way symmetric model
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Principles of PR
Basic Principles
Audience analysis
Relationship management
Public interest
Truth
Good cause and good deeds
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Principles of PR
Basic Principles
Two way communication
Multi functional discipline
Social responsibility
Sustained process
Change agent
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Principles of PR
Identification of publics Who are the public that can influence and promote
organizational goal?
What is the demographic profile of the public?
What is psychographic profile of the public?
What is the public opinion about the organization?
Who are the opinion leaders and decision makers that can helpthe organization?
How do we reach the public with the public relations message?
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Principles of PR
Stakeholders
One message- different public
Segmentation of public Major public
Internal
External
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Principles of PR
Categories of public
Employees
Financial publics
Suppliers Distributors
Customers
Government
Opinion leaders
Media publicGeneral community
Special public
International public
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Principles of PR
Opinion leaders
Community leaders, caste elders
Priests, clergy, mullahs
Politicians, social activists, MPs, MLAs Civil servants, teachers, academicians
Journalists, doctors, lawyers, public relationsmanager, marketing executives, post masters
Trade union leaders
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Principles of PR
The court of public opinion
Public opinion alone can keep a society pure andhealthy- Mahatma Gandhi
Four components
The nature of public
The methods of relations
Public interest
Public opinion
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Principles of PR
Types of opinion leaders
Formal opinion leaders- IAS
Informal opinion leaders- ADMIRED
Public opinion polls
Voice of public is voice of god
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Strategic Public Relations
Relationship management
Employees relations
Investors relations
Customers relations
Media relations
Relations in crisis management
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Strategic Public Relations
Strategy-a plan designed to achieve aparticular long term aim
Tactics it is a skillful device or methodused to implement a strategy
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Strategic Public Relations
PR as a top management function
Analytical tool
PR practice Public transport
Lowest hierarchy
State of art
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Strategic Public Relations
Two pronged strategy
Making PR indispensable to the CEO of a company on onehand
Elevating the position of the chief of public relations to the
senior management level to provide professional advice to theCEO
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Strategic Public Relations
Boundary- means border or limits of an area or an
organization
Spanning- is measuring the distance or theenvironment of an organization
Public relations- is a bridge of communicationbetween organization and its publics
Systemis an inter connecting network within anorganization.
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Strategic Public Relations
Environmental scanning- the variedinformation gathering, analysis, disseminationactivities that organization pursue in order to
keep up to date with changes in theorganizational environment
Information gathering, processing, feeding.
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Strategic Public Relations
Areas where other departments consult PR manager
To obtain advice from an expert about acommunication problem
For help in communicating externally.
To facilitate or mediate internal communicationbetween units and employees
To bring news and views from outside throughfeedback mechanism
To undertake marketing communication
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PR Departments & Agencies
Four functions of PR are(4 As)
Analyst
Advisor
Advocate
Antenna
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PR Departments & Agencies
Private
Government
State and central government
National campaigns such as pulse polio,national savings, family planning etc arecarried out by central government.
Regional level state level
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PR Departments & Agencies
The ministry of information andbroadcasting
Press information bureau
PR in railways, defence etc
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PR Departments & AgenciesCommissioner
Director
Additionaldirector(press)
Asst. Director stateinformationcentres(7)
District PROs23
Asst. projectofficers
(tribal welfarepublicity) 8 Divisional PROs
69
Jointdirectoradvt
Regional
deputydirectors6 zones
Joint
directoradmin
Chiefinformation
engineer9electronic
media
Accountsofficer
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PR Departments & Agencies
Private sector
4 sections
Corporate image, advertisements and crisismanagement
Media relations- press release, conferences, liaisonswith media
Publications- house magazines
Community relations
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PR Departments & Agencies
A. Corporate office
Chairman and managing director
General manager PR
B. Local head office
Chief general manager
Asst general manager PR
C. Zonal officeDeputy general manager
Deputy manager PR
PR Set up in state bank of India
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PR Departments & Agencies
In house PR department
Merits
Better communication
Permanent jobs
Material requirement easily available for journals,annual reports, corporate profiles, documentary etc.
24*7 service
Economical
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PR Departments & Agencies
In house PR department
Demerits
Uncritical and biased because of influence of
managementExperience of other fields
No continuity
Non professionals
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PR Departments & Agencies
PR consultancy
Outsourcing
PR as to Top Management
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PR Departments & Agencies
HRD and Marketing
Advice on solving communication problem
Communication with internal and external
Bring news, feedback and views
Undertake marketing communication
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PR Departments & Agencies
PR budget
PR department plan
Executive summary
Review of progress against previous years plans
Budget performance Budget proposals
Implementation of plans
Media wise program
Department structure
Policy
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PR Departments & Agencies
PR team
Recruitment
PR manual
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PR Departments & Agencies
PR agency
Advantages
Independent services
Long varied experience
Unsatisfactory service
Disadvantages
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Corporate Communication
Corporation- a large company or group ofcompanies authorised to act as a singleentity and recognized as such in law
Corporate public
Corporate face
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Corporate Communication
Corporate communications v/s corporate PR
Corporate communication three broad components
Communication by a corporation to influence stakeholders andpublics
Marketing communication which is directed at achieving sales
Organizational communication engaging those publics where thereis interdependence by implication with major groups such asinvestors, employees and suppliers.
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Corporate Communication
Proactive and reactive PR
Six areas of proactive PR
Feedback, honest, does it matter, problem
Confidence about feedback, internal and external
Image is satisfactory, if not..why..plans we have?..our reputations Customers communication expectations, current levels of quality
are appropriate?
Fairly claim to be creative in what we are doing?..best in using areresources, knowledge and skills, are using fresh ways..
Are we identifying customers grievances and problems unasked?
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Corporate Communication
The company visit
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Corporate Communication
Corporate identity and corporate image
Identity- the distinguishing characteristic orpersonality of an individual, logo etc.
Symbol of corporate identity
Image
Corporate reputation
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Corporate Communication
Values
Extra psychological value
Perceive as functional similar
Increase job satisfaction Increase advertising and sales force effectiveness
Supports new product
Powerful signal to competitors
Helps in raising capital
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Corporate Communication
CSR
Corporate citizen
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Stakeholders Relations
The people who affect or are affected by anorganizations programmes, policies, services or
products are mainly the stakeholders.
Linked with the interest of ESC Employees
Shareholders
Customers
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Stakeholders Relations
New trends in recruitment
Principles of employees relations
Share information
Avoid distortion of information
Media
Timely
Loyalty
Feedback information
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Stakeholders Relations
Tactical objectives
Achievement of targets in production
Achievements of quality standards
Achievement of cost reduction goals
Achievement of productivity, improvement from new equipment andprocedures, change in facilities, machines and methods
Introduction of new practices, changes in work standards,restructuring of jobs, changes in classification and pay rates
Resolution of employee dissatisfaction, strike, threats through sound
understanding of the issues.
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Stakeholders Relations
Employees media and methods
Print media
Audio and oral media
Visual media
Audio video media
IT new mass media
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Stakeholders Relations
Employees feedback
Orientation program
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Stakeholders Relations
Financial PRThree Ms
Men
Money
Material
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Stakeholders Relations
Investing public
Actual shareholders of public ownedcorporations
Financial opinion leaders Financial journalists of both print and electronic
media
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Stakeholders Relations
The financial calendar
Financial PR program
A plan for communicating with stock brokers and
financial institutionsA planned communication program for media
Effective communication plan with its internal
public
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Stakeholders Relations
Customers PR
Customer service
Customer satisfaction index
Educative slogans
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Stakeholders Relations
Social communication
The principle and techniques of communicationas applied to creating awareness on social evils,
issues and getting them eradicated from thesociety may be called social communication
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Stakeholders Relations
Social justice NGOs
Sponsorships
Goodwill by association
Media coverage and association
Market penetration and sales campaigns Alternative advertising
Hospitality platforms
Employee benefits
Strengthened identity
Enhance the reputation and image of the company Give product brands high visibility among purchasing
publics
Corporate identity
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Stakeholders Relations
Community relations
Staff make a social impact
Government relations
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Crisis Management
An unpredictable major threat that can have a negativeeffect on the organization, industry or stake holders
Three broad features
Cannot be predicted, but can be expected
A major threat has the potential to disrupt organizationaloperations in some way
Can threaten the organization, the industry or thestakeholders
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Crisis Management
Types of crisis
Technological crisis
Management failure crisis
Malevolence crisis
Natural calamities Man made disasters
Government crisis
Product related crisis
Take over and merger crisis
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Crisis Management
Starting crisis
Cash crisis
Delegation crisis
Leadership crisis Prosperity crisis
Finance crisis
Management succession crisis
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Crisis Management
Stages of crisis
Before the crisis
During the crisis
After the crisis
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Crisis Management
Planning for a crisis- expected the unexpected
Catalogue the area of crisis and evolve a policy tomanage the crisis
Appoint a crisis committee which will act to both prevent
and manage crisis
Put the plan in writing or bring out a crisis manual for theorganization
Define the role of communication
Test the plan, test and test again
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Crisis Management
Crisis team
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Crisis Management
Crisis PR strategy
Crisis communication as information
Crisis communication as strategy
C
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Crisis Management
Ten points of crisis PR Prepare crisis plan
Prepare advance background information
Manage inside and outside two way information flow
Three Rs- Regret, resolution, reform
Establish a crisis information centre
Effective media relations management
Official version
Project relief and rehabilitation measures
Crisis no longer local, always global
Accuracy
P bli l i i G
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Public relation in Government
Democratic form of government based upon
Public opinion as supreme power
People are both sovereign and subjects
Bureaucratic are public servants
Welfare of the people is the welfare of the state
Government is accountable and answerable to thepeople
Peoples feedback a prerequisite for the success ofdemocracy
P bli l i i G
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Public relation in Government
State
Obligatory or primary functions
Optional or secondary functions
P bli l i i G
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Public relation in Government
Government- citizen interaction
Information
Government PR
Free two way flow of ideas and information from bothends
Accountable and answerable
Information RTI
Media
P bli l ti i G t
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Public relation in Government
Media relations
Four basic goals
Public policy communication: gain public support
Information serviceDeveloping and protecting positive institutional
image
Generating public feedback
P bli l ti i G t
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Public relation in Government
Management of public information
Indian information services
State information services
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P bli l ti i G t
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Public relation in Government
Ministry Registrar of newspaper for India RNI
Press information bureau PIB
Research, reference and training division
Photo division
Publication division
Films division
Directorate of advertising and visual publicity
Directorate of field publicity
Song and drama division
Directorate of films division
P bli R l ti i P li
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Public Relations in Police
Distrust Five dimensions of police PR
Role of police in democratic polity, public accountability andanswerability, relations should be human not administrative
Projection of police services to the cause of the community
Seeking peoples cooperation, trust, in discharging the
functions of community policing
Relationship with media
Measures to ascertain the perception of the public about police
services and its image
P bli R l ti i P li
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Public Relations in Police
Twin objective
Police behavior
Police image
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Public Relations in Police
PR practice in police department
Employees relations- educating andmotivating police force
Community relations- educatingneighborhood on police services
Media relations- cooperation
Relations in crisis-
Feedback information-peoples reaction
P bli R l ti i P li
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Public Relations in Police
Two watchdogs
Press
Police
Professional PR approach
P bli R l ti i B k
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Public Relations in Banks
Public perception
Customer friendly products and honestservices
A public relations communication strategy
Public Relations in Banks
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Public Relations in Banks
Four stages
The money lenders table
The much elite owners banking
Public sectors banksCompetitive banking in the liberalized
economy
Public Relations in Banks
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Public Relations in Banks
Dimensions of PR in banks
Employees relations
Relation with customers
Media relations
Citizens charter
Public Relations in Banks
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Public Relations in Banks
Types of customers Provider
Provider transactor
Provider seeker
Borrower
Borrower transactor
Borrower seeker
Transactor seeker
Transactor
Seeker
Public Relations in Tourism
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Public Relations in Tourism
Why tourism?
Public Relations in Tourism
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Public Relations in Tourism
Need for PR in tourism To compile data and promote places of tourist interest among the prospective
tourists
Travel magazines for benefit of domestic and foreign tourist
To identify and encourage travel writers by providing tourist information forwriting articles in travel magazine and other media
To maintain media relations for coverage of tourist places, hotel industry inboth print and electronic media
To launch multi media public relations campaigns like the incredible IndiaTourism development corporation in 2006-2007 to project India as a globaltourist destination.
To provide feedback information about the reaction of tourist to facilities,
services etc.
PR in Public Sector
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PR in Public Sector
Features of public sector
Owned by government and accountable topeople through parliament or state legislatures
Few cases no competition IRDA
LPG in 1991
PR in Public Sector
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PR in Public Sector
Challenges of public enterprises
Competition with multinationals
Globalization of markets
Technological up gradation
Efficiency
Improvement in communication
PR in Public Sector
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PR in Public Sector
Function Employees relations
Shareholders relations
Customer relations
Community relations media relations
Communication about environmental protection
Promotion of reputation of public sector
Corporate advertising
Management of crisis communication
Media monitoring and feedback information
PR in Municipal Government
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PR in Municipal Government
Units of local government serve twinobjectives
Functions as the agents of state government
insofar as tackling the problems of local areasActs as individual units with statutory powers to
fulfill the needs of the local community
PR in Municipal Government
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PR in Municipal Government
Adequate public understanding how city government functions. Current public information about city operations.
Channels through which the citizen can effect city government policyand actions.
Channels through which the citizen can be reached by the city
government, its officials, and other representatives. To maintain better media relations with press, radio and television.
To make use of news media such as internet. E mail for quicktransmission of messages.
To help municipal officials understand the role of the media in citycorporation and citizen relations.
PR in Municipal Government
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PR in Municipal Government
When the corporation is involved in crisis, public relations must tellthe facts to the media at the earliest possible moment.
To instil better civil consciousness among the citizens for properutilization of civic amenities.
To advice the municipal government on policy matters, gauge publicrelations and suggest the administration on the means of gainingpublic acceptance and cooperation.
To conduct educative campaigns to seek public support for newtaxation proposals and other schemes.
To inform the civic administration about public reactions and attitudeson civic policies as reflected in media.
PR in Transport corporation
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PR in Transport corporation
Roadways
Waterways
Railways
Airways
APSRTC
PR in Airlines
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PR in Airlines
Functions in airline transportations To inform the public through all available media about the corporate
objective and programmes of corporations including the passengersamenities taken up for the benefit of commuters.
To high lights the problems such as damage, attack on crew, etc.
Instil better traffic consciousness among commuters such asmaintaining queues, avoiding foodboard travel, purchasing correcttickets, etc.
To identify the adverse criticism on operation of busses , behaviour ofcrew as appeared in the advertisements or from written and oralcomplaints from opinion leaders.
PR in Airlines
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PR in Airlines
Issue clarification on criticism appeared in the presswithout any basis.
Making house journals
Arrange for training in PR and code of etiquette for
the bus crew and other employees. Launch employees communication program.
Evaluate the impact of the corporations policies on
the public and advise the corporation on policy
matters.