public relations management (3)

7/28/2019 Public Relations Management (3)

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PUBLIC

RELATIONSMANAGEMENT


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DEFINITION

A planned and sustained effort to establish and

maintain goodwill and mutual understanding

between an organization & its public.

British Institute of Public Relations


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The real public relations is to build a bridge

between an organization and its various

publics.

Its purpose is to create understanding and

mutual lines of communication.


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OBJECTIVES OF PR

1. Building, strengthening & maintaining

relationship

2. Provide support to other functions

3. Creating favorable image

4. Regaining the image during crisis


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The Story Begins


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A Few Days BackAt Milan Subway


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History Repeats ItselfOn 15thJuly09


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Water Water Everywhere


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The Rope Was Cut


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We Are Happy To HelpAircel


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A SolutionAnd CSR

*CSR-Corporate Social Responsibility


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eople Using Aircel BoatThats What They Called It !!


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Reaching Destinations


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Under The BridgeTrying To Rescue


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And Finally


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Everybody Talking About


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FUNCTIONS OF PUBLIC

RELATIONS


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Functions

Counseling

Research

Media relations

Employee relationsCommunity relations

Enterprise relations


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Counseling

PR professionals advice the management onpolicies, issues, relationship with publics andcommunication.

Counseling is based upon managerialstrategies & information gathered from thepublics.

It is the highest level in public relationsrequiring maturity in professional skills.


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It is an act of gathering information from the

publics, which provides base for plans and

execution of plans.

Means determining reactions, attitudes, behaviors

and opinions of publics in order to plan, implement

and measure PR activities.

It is an essential element because theconsequences are predicted upon its analysis.

RESEARCH


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Media Relations

An understanding and supportive environment isbuild between an organization and media forsatisfaction of their mutual concerns andinterests.

Likely to get more positivemedia coverage andpreference.

Means relating withmedia in seeking publicity.


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Employees Relations

Good relations are developed b/w the upper

management and the lower management.

Giving response to the concerns and needs of

employees in order to cultivate a goodwill.

Motivating employees, giving allowances and

gratifications.


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Community Relations

Good relations with the community members

contribute to build a favorable image.

Identifying and promoting public services andactivities.

Supporting ideas of community to maintain andenhance the reputation.


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Relationship with Enterprises

To make good relations with other organizations

or firms.

Necessary for fullfilment of certain businessrequirements.

Becoming more prevalent and more integral to anorganization's success.


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Essential qualities of PR

practitioners/managers : Basic

An understanding of communication process

An understanding of the way media works

A keen understanding of the world of business


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Qualities which will help PR practitioners on

personal level

Broad interest in the world of media likeradio,television,internet,etc.

Interest in current affairs

Excellent time management skills Thoroughness

Thinking strategically

Ability to deal with people

Honesty

Imagination and creativity


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ORGANIZATION OF PRFUNCTION


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TWO APPROACHES

PR Function can be organized in two ways:

In-House Department

Seeking Consultancy Services


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IN-HOUSE PR DEPARTMENT

PR DIRECTOR

MANAGER

Media Relations

ASST MANAGER

Print Media

Asst Manager

Electronic Media

ASST MANAGER

Social Media

MANAGERShareholders,

Relations

MANAGER

CommunityRelations

ASST MANAGER

Social Issues

ASST MANAGER

EnvironmentalIssues

ASST MANAGER

Local Issues

MANAGER

Research

MANAGER

Counseling

ADVANTAGES OF IN HOUSE


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ADVANTAGES OF IN-HOUSE

DEPARTMENT

Full time services

In-House PR Officer is an organization man

Economical

Helps to meet emergency

Easy cooperation

Familiarity with industry

SEEKING CONSULTANCY


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SEEKING CONSULTANCY

SERCICES

Ogilvy & Mather

VALUE 360

Orion PR

Deesha Communications


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ADVANTAGES

Specialization

Experience

Autonomy

Resources


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SELECTION OF PRSTAFF


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SELECTION: MEANING

Selection is the process of picking individuals

(out of the pool of job applicants) with requisite

qualifications and competence to fill jobs in theorganization.

It is the process of differentiating betweenapplicants in order to identify and hire those

with a greater likelihood of success in a job.


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SELECTION PROCEDURE

Preliminary

Interview

Selection

Tests

Employment

Interview

Reference

Analysis

Selection

Decision

Physical

Examination

Job

Offer

Employment

ContractEvaluation


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SELECTION TESTS

Ability Test

Aptitude Test

Personality Test

Interest Test

Graphology Test

EMPLOYMENT INTERVIEW:


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EMPLOYMENT INTERVIEW:

TYPES

Structured Interview

Unstructured Interview

Mixed Interview

Behavioral Interview

Stressful Interview


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TRAINING

&

DEVELOPMENT OF PRSTAFF

TRAINING & DEVELOPMENT:


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TRAINING & DEVELOPMENT:

MEANING

Training & Development refer to the imparting

of specific skills, abilities and knowledge to an

employee.

It can be understood as any attempt to

improve current or future employeeperformance by increasing an employees

ability to perform.


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T & D: PROCESS

NeedsAssessment

Instructional

Objectives

DesigningT & D

Program

Implementation

Evaluation


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DESIGNING T & D PROGRAM

Who are the trainees?

Who are the trainers?

What methods & techniques?

What principles of learning?

Where to conduct the program?


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METHODS OF TRAINING

On-The Job Training

Off-The Job Training


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ON THE JOB TRAINING

Orientation Training

Internships

Job Rotation

Coaching

Understudy Technique

Junior Boards


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OFF-THE JOB TRAINING

Lecture

Seminar & Conferences

Sensitivity Training

Simulation Case Study

Role Play

Vestibule Training


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PR STRATEGY

Questions a PR strategy should


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Questions a PR strategy should

answer

Where are we now? Where do we want to be?

To whom are we talking (audiences)?

What do we want them to do?

Why do we want them to do it? What are we going to say to them (messages)?

Where are we going to reach them?

When are we going to reach them?

Which techniques (methods) are we going to use?

How much are we going to spend? What if there are unforeseen problems?

How did we do?

?


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Where are we now?

Research and analysis

Carry out some research amongst your key

audiences (questionnaires or telephone)

Analyze your results Are their perceptions of your organization

correct?

For example, audience x is not aware of your

services, group y is confused about what you

do, etc.

Summarize where your organization is now

(you can include personal observations here)

Wh d b ?


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Where do we want to be?

Get management input here

Keep this realistic

You want group x to know you exist;

You want group y to sign up for some ofyour services

You want the media to publish your newsreleases

You want to help secure future governmentfunding etc.

Audiences: To whom are we


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Audiences: To whom are we

talking?

Identifying target audiences is a vital part

of a strategy

The person or persons (public) beingtargeted become the target audience

Once identified, audiences should beprioritized

What do we want them to do &


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What do we want them to do &

why do we want them to do it?

Once audiences are listed (as primary,secondary, etc.) write down what you wanteach audience to do and why

For example, Reliance wants its Customers tobe satisfied with its services and carrypositive image about Reliance.

Why? Because Consumer is King in businessand through consumers good word will bespread about reliance

Messages: what are we going to


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Messages: what are we going to

say to them?

In a new section, under each identified

audience add statements about what you

should say to each audience in order for

them to do what you want

Ensure messages are simple statements

You can list many potential messages here

R b


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Remember

A message must be repeated many times inmany different forms

Messages should be tailored to each audience

Context, tone of voice and choice of languageshould be considered at all times

Dont bombard audiences with too manymessages at once

Where are we going to reach


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Where are we going to reach

them?

You have identified your audiences, key messages foreach audience but where are you going to reach them?

Some audiences you may have all the data you need inorder to reach them names, email addresses, postal

address etc.

But, there may be some audiences you do not have anydetails of

You therefore will need to use specific methods ofcommunication that can help you reach them

For example, perhaps you can reach them by placingstories in the magazines they read (media relations)

Timing: When are we going to


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g e a e e go g to

reach them?

Timing is very important

Link specific PR activities to fixed events inthe corporate calendar

Theres no point in issuing a news releasedays after an event

It is important to include milestones anddeadlines here as well (e.g. draft text, edit text,meet designer, first proofs, etc.)

c me o s oi ti i t


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communication are we going to

use? Brochures, news releases, videos, etc....

Ensure you are using the right methods to reach eachtarget audience

One size does not necessarily fit all

Remember you will need to repeat key messages inseveral different forms in order to get the desiredresponse

Also remember you cannot target specific audiences viaa website

How much are we going to


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spend?

Consider budgetary constraints

Allows you to know your limitations, setpriorities and plan in advance

It means no nasty surprises for yourmanagers

What if there are unforeseen


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problems?

This helps focus the mind on potential things thatcan (and do) go wrong

Brainstorm with managers, colleagues etc.

Perhaps your software doesnt work on windows;your server cant cope with the number ofincreased hits on your website etc.

Think how to deal with potential problems

Contingency planning is vital!

How did we do - measurement


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and evaluation?

You cannot possibly know if your campaign issuccessful unless you measure your success somehow

Set measures (before embarking on a campaign)

They can be as simple as:

Number of hits/unique visitors on your website

Media coverage (opportunities to see; positive versusnegative; etc.)

Increased demand for services New contacts made

Output (news releases, publicity material developed, etc.)

Conclusion


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Conclusion

Every organization can improve its PR,particularly if you plan ahead

A PR strategy helps you plan

It will indicate what needs to be done and why

It will help you manage expectations andachieve real, measurable results


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MARKETING

STRATEGY FORBUILDING

CORPORATE IMAGE


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INTEGRATING PR OBJECTIVES

WITH MARKETING ACTIVITIES


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PROMOTION


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PRODUCT


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PACKAGING


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AFTER SALESSERVICE


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DISTRIBUTION

public relations management (3)

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