public relationship management -jeevan

8/14/2019 public relationship management -jeevan

http://slidepdf.com/reader/full/public-relationship-management-jeevan 1/34

INTRODUCTION:-

Today we live in the age of Interdependence as we are

reliant upon one another for the satisfaction of our social,economic, political & religious need. We do not come acrossindividuals, groups, corporations, governments and nations whoare able to achieve or do any activity without the help of others.

Thus, the mutual dependence of individuals, groups,corporations etc. has magnified the importance of humanrelationship in contemporary life. There is employer-employeerelationship society and business relationship, buyer and sellerrelationship, investor and corporate relationship subordinate andsuperior relationship and also the dynamics of small grouprelationship.

The opinions of individuals or that of group of the public cannotbe ignored for the success of any business. Human relationshipand its interrelationship in contemporary life is natural as well asessential.

The order of present century and the forthcoming century exits

in total interdependence or reliance on each other. This hascreated the need for a new discipline and philosophy as a functionof management which is termed as Public Relations.

Public relation as a concept was critical evolved in business andindustry and it subsequently spread to other areas of humanactivity. This profession is immensely applicable in governmentand public institutions like Corporations, Municipalities,Universities, Hospitals, Professionals and social serviceorganizations. Public relations was in practice in people’s daily lifeeven before the emergence of industry, business andgovernment. Public relations is the result of the action inherent inan individual, an institution or an organization.



HISTORY OF PR

The history of public relations is mostly confined to the earlyhalf of the twentieth century; however there is evidence of thepractices scattered through history. One notable practitioner wasGeorgiana Cavendish, Duchess of Devonshire whose efforts onbehalf of Charles James Fox in the 18th century included pressrelations, lobbying and, with her friends, celebrity campaigning [1] .

A number of American precursors to public relations are found inthe form of publicists who specialized in promoting circuses,theatrical performances, and other public spectacles. In theUnited States, where a public relations has its origins, many earlypublic relations practices were developed in support of railroads.

In fact, many scholars believe that the first appearance of theterm "public relations" appeared in the 1897 Year Book of Railway Literature [2] .

Later, practitioners were — and are still often — recruited fromthe ranks of journalism. Some reporters concerned with ethicscriticize former colleagues for using their inside understanding of news media to help clients receive favorable media coverage.

The First World War helped stimulate the development of publicrelations as a profession. Many of the first PR professionals,including Ivy Lee , Edward Bernays , John W. Hill , and Carl Byoir ,got their start with the Committee on Public Information (alsoknown as the Creel Committee), which organized publicity onbehalf of U.S. objectives during World War I.

In describing the origin of the term Public Relations, Bernayscommented, "When I came back to the United States [from thewar], I decided that if you could use propaganda for war, you

could certainly use it for peace. And propaganda got to be a badword because of the Germans ... using it. So what I did was to tryto find some other words, so we found the words Counsel onPublic Relations".

http://en.wikipedia.org/wiki/Georgiana_Cavendish,_Duchess_of_Devonshire

http://en.wikipedia.org/wiki/Charles_James_Fox

http://en.wikipedia.org/wiki/History_of_public_relations#cite_note-0%23cite_note-0


http://en.wikipedia.org/wiki/World_War_I

http://en.wikipedia.org/wiki/Ivy_Lee

http://en.wikipedia.org/wiki/Edward_Bernays

http://en.wikipedia.org/wiki/Hill_%26_Knowlton

http://en.wikipedia.org/wiki/Carl_Byoir

http://en.wikipedia.org/wiki/Committee_on_Public_Information

http://en.wikipedia.org/wiki/Propaganda

http://en.wikipedia.org/wiki/Georgiana_Cavendish,_Duchess_of_Devonshire

http://en.wikipedia.org/wiki/Charles_James_Fox



http://en.wikipedia.org/wiki/World_War_I

http://en.wikipedia.org/wiki/Ivy_Lee

http://en.wikipedia.org/wiki/Edward_Bernays

http://en.wikipedia.org/wiki/Hill_%26_Knowlton

http://en.wikipedia.org/wiki/Carl_Byoir

http://en.wikipedia.org/wiki/Committee_on_Public_Information

http://en.wikipedia.org/wiki/Propaganda



MEANING OF PUBLIC RELATIONS:-Public:

Public is group of similar individuals, an assortment of personhaving similar interest, problems, goals and circumstances. Itgenerally from such sources that OPINIONS emerge. Public comesin many forms and sizes. They have a multitude of desires andwants.

Public has its own likes and dislikes which sometimes can evenbe strong. Employees are one form of public and employersanother form. Other members of the public are dealers,wholesalers, brokers and investors. Each of these groups tries toattract a distinct audience with its varied tools and techniques.

Relations:

Relations are the outcome of mutual understanding which isderived from the process of sharing of the common interest. Theneed of establish relation with one another is created because of human wants. The respective wants of two individuals will affect

their relationship. To understand any relationship, one mustunderstand wants of those involved.

Public Relations:

By the integration of the above two human element viz. publicand relations we get public relations. It is a profession that is apart and parcel of management function.

INTERNAL PUBLIC AND EXTERNAL PUBLIC

Public for public relations can be classified into categories:

(A) Internal Public.

(B) External Public.



Internal public :

The internal staffs who work within the organization constitute theinternal public. An organization is complex consisting of group of individuals. There is interaction between individuals & groupswithin an organization & relationship is established. It is theresponsibility of the public relation manager to provide effectivepublic relations.

The employees expect higher pay, company’s stability &

opportunity for advancement.

The employers expect increase production & employees’ loyalty.

As far as internal relations are concerned the PR officer tries toestablish good relations with the employees 7 the management.Within the organization the executives constitute a special publiccategory who are also under obligation to share some commoninterest with the other executives.

There are certain requirements for effective internal publicrelations:

1) Good internal relations must be recognized as it is a basicrequirement to build a team and to achieve the corporateobjectives.



2) Internal public must be well informed of the board objectivesand policies of the top management and also about their mutualinterest in the organization.

3) Free flow of upward and downward communication should beemphasized. The department of public relations is responsible tocreate a climate conductive towards the free flow approach tocommunicate freely.

4) The top management must establish a good internal climate of

understanding and relations.

5) Professional talent must be developed and TrainingProgrammers must be strategically chalked out to the benefit of the organization.

6) It is the responsibility of the management to recognize theimportance of freedom of speech of their subordinates.

(B) External Public

External public is the one who buys the products or the servicesof the company. This category includes dealers, wholesalers,brokers, supplies, investors, consumers, government,department, financial institutions, creditors, debenture holders,subsidiary companies etc. Every organization is linked with theirexternal parties. Under all the circumstance a smooth two-way



communication channel external to the organization must bemaintained for running the business effectively.

An external relation is considered as life-blood of modern

business and hence the management should be aware of theimportance of external communication and the use of feedback.

The public relations department should adopt a multi-dimensionalapproach in order to establish relations with the external public of vary groups. It is very important to boil positive attitude, developgood rapport, create confidence, and win goodwill and mutualunderstanding with the external public by keeping them wellinformed.

Objectives of Public Relations:

(1) Promote mutual understanding.(2) Persuade individuals, groups, etc,(3) Help in fund raising.(4) Enhance the patronage from the various sections.(5) Change the behavior and attitude of the public,

(6) Influence people.(7) Win friends.(8) Avoid the risk involved in misunderstanding.(9) Prepare and supply the public with informationabout .the organization like price, quality, export, employmentand other special features.(10) Provide information about the activities of thecompany, to the press and writers.

(11) Liaise, counsel and advise,(12) Improve internal staff relations.(13) Help the public to love life and work for better or forworse without conditions.(14) Undertake a public relations education programme. .(15) Promote goodwill.



(16) Correct misconceptions and clarify on criticism of itspolicies and practices.(17) Establish relations with federal and state legislators,agencies.(18) Undertake a campaign of public education aboutan industry

FUNCTIONS OF PUBLICS RELATION DEPARTMENTS:

The functions of a public relation department differ fromorganization to organization depending upon their nature andactivities. However, there certain standard functions which arecommon to most of the organization. They are as follows:

Policy : a policy is statement of guidelines to be followed in thecompany. Public relation policy is required for organization. It hasto be develop and recommended corporate public relation policiesand has contribute the public relation viewpoint which helps inthe formulation of decision. Its function is not only to providepolicy to the top management but also to the other section and

divisions.

Publicity : in ordered to interact with the public it is necessary tohave corporate activities to the external communication media. Italso has to handle inquiries from the press. It is one of theimportant functions of department to develop and placepromotional publicity about the organization as a whole or any of

its units.

Relation with government : it is necessary to maintain liaisonwith appropriate government infrastructures regulates controlsand supervises majority of the activities. Hence the relations with



the government cannot be overlooked. The liaison covers thelocals and the state level as well as the national level. Besidesthis government relations include the following:

Help in preparing and directing corporate appearances beforeinvestingbodies of legislative hearings.

Direct programmes design to promote the companies point of view in legislative or regulatory matters.

Report trends in government affecting the company. Community Relations : community contacts should be well-planned and co-ordinate. Activity such as environmentalprotection standards, equal employment opportunity and co-operating in urban improvement progrmmes should beundertaking.

Shareholder Relations : in order to attract public money it isnecessary and important to maintain good relation with corporateshareholders. This can be done in the form communicationbetween the company and shareholders including me investors.

The company can be made more acceptable among the investorsby broadening the exposure of the companies’ policies andfinancial results in me investment community.

These includes preparation of annual reports, etc. it has also toplan and stage the annual meetings of the shareholders.



Product publicity : the public relation department has to developand excute the promotional product publicity campaign.Corporate publicity is different from product publicity. In productpublicity the focus is on the product and how to popularize them it

includes announcement of new product through the editorialchannels of communication media.

Employees Publicity : the public relation department has topublish newspapers, bulletins and employees magazines. In orderto communicate the various goals, achievements, performanceand future planes of the company.

Donations : the public relation departments has to prepare acorporate donations policy for company contributions variousaspects involved in this function includes processing request fordonation, administrating companies foundation etc.

Promotion Programs : PR promotion programme’s broadlycovers institutions promotional programs design to buildcorporate acceptance of key policies, special events, publicrelation, literature and institutional advertising other functionsinclude:

(a) Public relation education programme’s

(b) Advisory functions.

(c) Co-coordinating activities.

Conveying and interpretations

Public relations (PR ) is the practice of managing thecommunication between an organization and its publics . [1] Public

http://en.wikipedia.org/wiki/Organization

http://en.wikipedia.org/wiki/Public

http://en.wikipedia.org/wiki/Public_relations#cite_note-0%23cite_note-0

http://en.wikipedia.org/wiki/Organization


http://en.wikipedia.org/wiki/Public_relations#cite_note-0%23cite_note-0



relations gains an organization or individual exposure to theiraudiences using topics of public interest and news items that donot require direct payment . [2] Because public relations placesexposure in credible third-party outlets, it offers a third-party

legitimacy that advertising does not have.[2]

Common activitiesinclude speaking at conferences, working with the press, andemployee communication.

PR can be used to build rapport with employees , customers ,investors , voters , or the general public. [2] Almost any organizationthat has a stake in how it is portrayed in the public arena employssome level of public relations. There are number of related sisterdisciplines all falling under the banner of CorporateCommunications , such as Analyst relations , Media Relations ,Investor Relations , Internal Communications or LaborRelations .The business world of today is extremely competitive.Companies need to have an edge that makes them stand outfrom the crowd, something that makes them more appealing andinteresting to both the public and the media. The public are thebuyers of the product and the media are responsible for selling it.

“PUBLIC RELATION is the deliberate, planned and sustainedeffort to establish and maintain mutual understanding betweenan organization and its publics”

Important terms in the definition of public relation

DELIBERATE--- because public relations practitioners try to makeit clear that the success of their job depends on the promise thatnothing should happen by accident.

Starting with a set of carefully created objectives they mustensure that whatever they do afterwords will take them

accurately and inevitably towards those objectives.PLANNED ---because a public relations practitioner is always incontrol of what is being done, nothing is left to chance; so hemust work to a plan and on a planned basis.

http://en.wikipedia.org/wiki/Exposure

http://en.wikipedia.org/wiki/Audience

http://en.wikipedia.org/wiki/Topics


http://en.wikipedia.org/wiki/News

http://en.wikipedia.org/wiki/Payment

http://en.wikipedia.org/wiki/Public_relations#cite_note-answers.com-1%23cite_note-answers.com-1

http://en.wikipedia.org/wiki/Legitimacy

http://en.wikipedia.org/wiki/Advertising


http://en.wikipedia.org/wiki/Employees

http://en.wikipedia.org/wiki/Customers

http://en.wikipedia.org/wiki/Investors

http://en.wikipedia.org/wiki/Voters


http://en.wikipedia.org/wiki/Corporate_Communications


http://en.wikipedia.org/wiki/Analyst_relations

http://en.wikipedia.org/wiki/Media_Relations

http://en.wikipedia.org/wiki/Investor_Relations

http://en.wikipedia.org/wiki/Internal_Communications

http://en.wikipedia.org/wiki/Labor_Relations


http://en.wikipedia.org/wiki/Exposure

http://en.wikipedia.org/wiki/Audience

http://en.wikipedia.org/wiki/Topics


http://en.wikipedia.org/wiki/News

http://en.wikipedia.org/wiki/Payment


http://en.wikipedia.org/wiki/Legitimacy

http://en.wikipedia.org/wiki/Advertising


http://en.wikipedia.org/wiki/Employees

http://en.wikipedia.org/wiki/Customers

http://en.wikipedia.org/wiki/Investors

http://en.wikipedia.org/wiki/Voters




http://en.wikipedia.org/wiki/Analyst_relations

http://en.wikipedia.org/wiki/Media_Relations

http://en.wikipedia.org/wiki/Investor_Relations

http://en.wikipedia.org/wiki/Internal_Communications





Sustained ---because a public relations practitioner is alwaystrying to implement a thought or an idea that will remains withthe person at whom it has been aimed. The pressure must bemaintained. Human memories are short. There are many things

for peopleUnderstanding ---this is necessary because of the difficulty inbridging the awful gap in the communication process b/w whatthe ‘sender’ means and what the ‘receiver’ thinks.

Organization ---because no man can work in a vacuane.Everybody works for somebody. A public relations practitionerworks for an organization, a govt., business, charity or any other.

To put it at its most simple, it is his job to see that the

organization is understood and appreciated.

Public ---because the organization for which the public relationspractitioner works wants to be understood and appreciated by thepeople around it, who affect what is does or are affected by whatit does.

We often get asked what makes a successful public relationsprogram?What does it cost? Does my organization really need it? How longdo Ineed to do it? Can’t I do it myself? Why do my competitors alwaysgetin the papers? Why does the media get my story wrong?

To answer some of these questions we have put this question onhow to develop public relations plan.Unless you are a celebrity good public relations just doesn’thappen onits own. It takes a lot of skill, and consistent hard work, over a

period of time. It’s part art, part science and when practiced correctly theresultscan be very rewarding.

Good public relations is key to the success of any business. Acompany must strive to make itself stand out in its particular



There are many aspects to effective public relations. Employeesmust always use good P.R. when they deal with customers, orbusiness associates. It also helps to have an appealing historybehind your company. The media is probably one of the most

powerful P.R. tools available, but in order to effectively use them,you must be prepared for what they can throw at you. When all of these elements are combined, the chances for your company’ssuccess will greatly increase.

Public opinion

Public -is a group of people with similar interest who have a

common opinion on a controversial subject.Opinion -is a view, judgment or appraisal formed in the mindabout a particular matter.

Public opinion -is a judgment, view, appraised held in commonby members of a group or public on any matter of generalimportance.

* The basic objective of public relation is to measure, analyse, andinfluence public opinion, which develops from the attitudes of individuals comprising the public.

* It is important to understood the meaning of attitudes…

Attitudes- are the feeling or moods of a person for or againstsome person, organization, issue or object. Attitude is a way of looking at situation. An expressed attitude is an opinion.

* Changes in attitude are accomplished by communications tocreate new belief or by appearing to the emotions to arousefavourable or unfavourable attitude.

Changes in attitude are also brought about by problems,frustration, or dissatisfaction of an individual. For example, “a



worker satisfied with his wages and working conditions maychange his attitude toward his employer after listening to a labourleader describe the need for used wages and better workingconditions.

Appeals to the physical, social, and economic needs of people aremost effective in changing their attitude.

* Public opinion is a composite opinion resulting from theinteraction of the individual opinion of members of a group.

* the opinion of people in a group are influenced by what theyhear from opinion leaders, other members of the group, whatthey read in newspapers, magazines, and books , what they see

in life about them or on TV.Apart from group pressures, individuals opinions are influenced bytheir needs, emotions, experience, heredity, culture, economicstatus.

Public opinion emerges out of the interaction of individualattitudes, opinions, and the opinion of group.

PROCESS OF PUBLIC OPINION

1. Interactions with other members and individuals, opinion willbe forward.

2. Transformation of individual opinion into group opinion willdepend on the influence that group members will have on thatindividual.

3. Group opinion will take the form of public opinion when thegroup attitude changes the public attitude or judgment at large.

Public opinion is an expressed attitude at individual level and atthe group level.

PRINCIPLES OF PUBLIC OPINION



PR also helps the company to achieve its full potential. Theyprovide feedback to the company from the public. This usuallytakes the form of research regarding what areas the public ismost happy and unhappy with.

People often have the perception of public relations as a group of people who spin everything. Spin can mean to turn around a badsituation to the company’s advantage. It is true that part of thepurpose of public relations is to show the company in a positivelight no matter what. There are certain PR experts that acompany can turn to for this particular skill.

The public often think of PR as a glamorous job. Public relationspeople seem to have been tarred with the image of constant

partying and networking to find new contacts. The reality isusually long hours and hard work for anyone involved in publicrelations.

There are certain skills necessary to work in the world of PR. These include a very high level of communication skills, writtenand verbal. The PR person must also be very adept atmultitasking and time management . He or she may also havesome form of media background or training in order tounderstand how the media and advertising work. Organizationaland planning skills are also important in public relations.

The PR worker must also be able to cope very well underpressure. He or she must have the ability to cope with a barrageof questions from the media and the public. If a company comesunder critical attack, it is the PR department who must takecontrol of the situation. They must effectively answer the criticismand turn it around in order to protect the company’s reputation.

Essential Qualities of A Good Public Relation Manager:

http://www.wisegeek.com/what-is-multitasking.htm

http://www.wisegeek.com/what-is-time-management.htm

http://www.wisegeek.com/what-is-multitasking.htm

http://www.wisegeek.com/what-is-time-management.htm



1) Mental ability, foreside, orderliness of mind and judgment,willingness to thing straight and promptness decision.

2) Integrity in the sense of mental honesty.

3) A restrained self confidence coupled with initiated andresourcefulness.

4) Ability to see other person’s point of view and to be ascritical of oneself of other.

5) A balance temperature particularly the absence of emotionalinstability and forcefulness and self centered outlook.

6) Persistence but not the point of obstinacy.

Edward L. Bernays listed eleven personal characteristics neededby PR practitioner:

1) Character and integrity.

2) A sense of Jegament and Logic.3) A broad cultural background.

4) Truthfulness and discretion.

5) Objectivity



6) Institution.

7) A deep interest in the solution of problems.

8) The ability to think creative and imaginative.

9) Effective power of analyzing and synthesis.

10) Intellectual curiosity.

11) Terming in the social science and in the mechanics of public relations.

Role Of Public Relation Manager:

1) To help the management in preparing, interpreting adoptingand evaluating the public relation policies and programme.

2) To design an effective performance appraisal system.

3) To conduct education and training programmer for the staff of the PR department.

4) To develop a mechanism of personally meeting variouspublic like buyers, institutional investors, communities,consumer organizations, etc.



nothing’ – they should refer to the extent of accomplishmentalong a continuum of performance. An ‘all or nothing’ approach toobjectives will subvert the value of the process because peoplewill always go for ‘low hurdles’ to maximize the chances of

attaining them. If someone achieves 95% of an objective, how canthey be considered a failure? To treat anything less than 100% asa failure…will surely lead to game playing, ‘low-balling’ and themassage and manipulation of data. To use objectives…in such asimplistic way invites reactions inconsistent with executionsuccess. ”

Setting objectives and measuring results

It is helpful to think of objectives comprising four parts:

• an infinitive verb• a single outcome stated as a receiver of a verb’s action• the magnitude of the action expressed in quantifiable terms• a target date or timeframe for achieving the outcome.

EMPLOYEE RELATION:A vital role for communicators is to tell all stakeholders, especiallystaff, about the decisions and the planned outcomes from thestrategic planning process. Key messages need to be passed onconsistently and effectively throughout the organisation in atailored way, not as mass-communication, head-office gloss orpropaganda.

The messages should link the ‘big picture’ with the ‘little picture’so that staff can see how their individual efforts can make adifference to the end result. Research shows that organisationsare more effective when their employees know the direction inwhich the organisation is heading and their own personal role in



helping the organisation achieve its goals and mission. This is alsocalled ‘line of sight.’

The time of most managers is largely spent in dealing with thelocal, short-term issues. The focus of the managers is on their

daily, weekly, monthly and quarterly needs as they deal withemployees, customers and other stakeholders. Short-termthinking is fine as long as it directly supports long-term, strategicthinking. This point may seem to be basic, but the translation of strategy into short-term measurable objectives is oftenincomplete or faulty. Managers usually need assistance inbreaking down the key issues, elements and needs of thebusiness strategy into tactical, short-term operating objectivesand action plans. This translation process is an integral and vitalpart of the execution of strategy.

Ask the managers what they intend to say to the staff aboutstrategic direction. Ideally, the CEO would have already led theway with a summary presentation of the corporate plan. The aimis to translate how the strategy becomes fulfilled throughcompletion of daily tasks.

Making the connection between the daily workplace andcorporate strategy is easier said than done, but with a little

thought, the tasks of even a personal assistant, coordinator orcost clerk can be linked to goals. By reviewing their jobdescription or getting them to list their activities, their managercan link their tasks to measurable work objectives supporting thevarious goals at the departmental, divisional and organisationallevel.

One way of checking if managers have communicated the short-term objectives sufficiently is to ask their staff two questions:

“What activities and objectives do you routinely work to in yourdepartment [unit, branch]?”

“What business strategy does these activities and objectivessupport?”



Dealing with poor performers

One thing that should be understood is that poor performers arenot nearly as prevalent as mythology may make out. Actual

numbers of poor performers are well below the levels perceivedby other employees. When there is a poor performer, they have agreater nuisance and irritant effect on other employees, whichtends to magnify perceptions of the extent of the problem.

How can performance management be effective? In a consistentand firm way. Where there is a poor performer, managers need toshow commitment to due process that all their employees canperceive. Performance management should be more an ongoingdialogue rather than merely a formal review. With such adialogue, it is likely that the problem will be addressed earlyrather than being allowed to fester. All employees must be madeaware of the processes in place to address poor performance, not

just poor performers themselves. The more that employeesunderstand these processes, the more confidence they will havein management to deal with any problems. 2

Giving Recognition to employees:

Appreciation is a fundamental human need. Employees respondto appreciation expressed through recognition of their good workbecause it confirms their work is valued. When employees andtheir work are valued, their satisfaction and productivity rises,and they are motivated to maintain or improve their good work.What’s more, employee recognition is free or low cost!

Employee recognition is the timely, informal or formalacknowledgement of a person’s or team’s behavior, effort orbusiness result that supports the organization’s goals and values,and which has clearly been beyond normal expectations.



Recognition is also a powerful means of communication; it sendsextremely positive signals to the recipient and others who areaware of the recognition act. Employee recognition is therefore acommunication technique to be encouraged by public relations

practitioners, who can play a key role in influencing managementto use recognition as a performance enhancer in the workplace.

What’s the best way to recognize an employee for work welldone? The best formula for recognizing an individual for theirefforts is:

a) Thank the person by name.b) Specifically state what was done that is being recognized.

Being specific is vital because it identifies and reinforces thedesired behavior.

c) Explain how the behavior made you feel (assuming you feltsome pride or respect for their accomplishment).

d) Point out the value added to your team or organization by thebehavior.

e) Wherever possible, also point out the way in which thebehavior supports an organisational goal or objective. Thisshows a direct connection between their work and yourorganizational goals and objectives - a strategic reinforcement.

f) Thank the person again by name for their contribution.

Encouraging the Employees:

Appreciation is a fundamental human need. Employees respondto appreciation expressed through recognition of their good workbecause it confirms their work is valued. When employees andtheir work are valued, their satisfaction and productivity rises,and they are motivated to maintain or improve their good work.



Employee recognition is the timely, informal or formalacknowledgement of a person’s or team’s behavior, effort orbusiness result that supports the organization’s goals and values,and which has clearly been beyond normal expectations.

Despite the unquestioned benefits arising from employeerecognition, one of the mysteries of the workplace is thatrecognition invariably is done badly, if done at all. Feworganizations have well-established and accepted formal orinformal employee programs in place. Therefore, employeerecognition remains an undervalued management technique.

Communication is a vital part of recognition

Communication is important in the recognition of goodachievements in the workplace by peers, managers andsupervisors. As a public relations practitioner, you can encouragethe awarding of recognition for work well done throughout theorganization when you become aware of suitable situations. Suchopportunities tend to arise while gathering information foremployee publications and other typical communication tasks.

You can communicate about good achievements and their long-term benefits:

a) Offer employee recognition ideas to help to drive formal andinformal programs of employee recognition.

b) Supply articles and photographs in employee publications,including the intranet, and occasionally in external media abouthigh-achieving employees.



c) Arrange informal recognition functions, such as during themorning coffee break, in which the supervisor or managerthanks the person for their work.

d) Directly encourage managers and supervisors to spontaneously

recognize employees for their efforts (giving employees a ‘paton the back’).

e) Arrange photographs and certificates of the employees andtheir awards or similar, in common areas.

f) Mention employee recognition activities in your workplace andelsewhere at your regular team meetings.

g) Model the desired behavior by giving recognition to your staff and also to your peers (especially if you aren’t a manager

yourself).

In addition, you can communicate about the long-term benefitsthat come to high achievers in the workplace:

a) Conduct interviews with the staff who manage yourorganization’s career advancement programs, with the aim of publicizing the opportunities for advancement.

b) Include high-achieving employees in special features in print oronline publications that outline ways to get ahead. (You willprobably find government departments are reluctant to singleout individuals, but persist because this is an important issue.)

c) List employees who have been promoted, proving that careeradvancement is possible from achieving good results in theworkplace.

d) Include a career management section on your organizationalintranet, which summarizes all information and resources about

career advancement.e) Ensure that senior managers reinforce positive messages about

high achievers and career advancement opportunities whenthey speak to employee groups.



You can play a valuable role by training or arranging training inpresentation skills to assist supervisors and managers to improvethe way they recognize their staff for work well done. Manymanagers have never had such training, and because good

communication skills are expected as a ‘given’ in a job, some arereluctant to admit they need assistance in this area.

The concept of employee recognition is basically simple, but mostmanagers are poor at it. They need reinforcing and coaching.

They need a program, principles and procedures to help themapply recognition effectively within their area of responsibility.

SPONSORSHIP:

Attract better sponsorship proposals

The best way to improve the quality of proposals and reduce the

number of unwelcome approaches is to communicate – tell peoplewhat you want! Spell out to potential applicants what you arelooking for in their proposals. Your corporate website is the bestavenue to outline your sponsorship policy and guidelines. Moreadvice on this in a forthcoming e-book on giving corporatesponsorship.

Social Responsibility:

Every PR manager working in a corporate entity has certain socialobligations towards it. It means it involves observing certainnorms of behavior which have social acceptance. Looking fromthis angle the PR manager who have code of conduct also dohave an obligation in terms of social objectives and upholding thevalues of the society.



Corporate public relation officers are also part of a society, sotheir functioning is governed and influenced by the obligationstowards the society.

The role of PR in assuming social responsibility of business is not

a new concept. Majority of the domestic as well as multinationalcorporation have reaffirmed their belief in this concept. It largelyaffects their professional personality and also their functioning.A PR manager is a professional with a code of conduct and theethical obligation and hence directly responsible to the society.

Social Responsibility:

a. PR’s responsibilities towards shareholders:

Shareholders are the owners of the company but themanagement of the company lies in the elected representativesknown as the Board of Directors. It is the responsibility of the PRmanagers to maintain good relations with the shareholders.Regular and accurate financial information about the companyshould be given to them. By creating a better understandingbetween the company and the shareholders, the PR managers

raise the goodwill and prestige of the organization.b. PR’s responsibilities towards customers:

It is not possible for corporate form of business organization tosucceed, unless it creates a customer and maintains a goodrelation with him. A business is considered to be successful if itcan maintain a large group of loyal customers. By promoting goodservices and building corporate image in a big way is the ultimate

job of PR.

Further PR managers responsibilities include intimating existingas well as potential customers as to the quality, variety, utilityand continuous supply of product. Some of the other areas of obligations towards the customer are:

1. Adulteration of products.



A community is a group of people living in a compactenvironment share the same government resources, manpowerand have a common culture and heritage. People of the

community supply human resources, capital and social support. Itis for this reason that PR department must accept itsresponsibility towards community in it operates.

They have to take an active part in the community life social andcultural activities, encourage education promote health andprovide facilities for recreation and entertainment.In order to get the support of the community and secure theiracceptance there is a need for a community relation programmepolicy.

e. PR’s responsibilities towards the suppliers:

Every company has to depend on suppliers for a wide variety of materials to produce goods. The duty of promoting supplierrelations is assigned to the public relation manager. The managerhas to formulate a sound supplier policy and practices for goodpublic relations.Fair and impartial considerations and proper settlements are theimportant areas of the PR.

f . PR’s responsibilities towards distribution and dealers:

A company markets its products or services through a distributionnetwork consisting of dealers, wholesalers and retailers. Theimportance of distributor-dealer relationship has been greatlyemphasized.

No business can succeed without the network of distributors. It isthe responsibility of PR department to promote understanding, co-operation and harmonious relationship among the dealers anddistributors and dealers. It has to prepare dealer-distributorsrelation policies and revise them from time to time in order tostrengthen their relations.Social Responsibility in India:



Managinga PR

ProgramBeginsWith aPlan

CrisisManagement

RelationshipManagement

Public Affairs &Issues Management

Image & ReputationManagement

Types of Public RelationsActivities

public relationship management -jeevan

Documents