1. PUBLIC RELATION IN PRACTICE
A Mathematician, an Accountant and a Public Relations Officer all
applied for the same job with a large company.
The interviewer called in the mathematician first and asked,
"What does two plus two equal?"
The mathematician replied, "Four."
The interviewer asked, "Four, exactly?"
The mathematician looked at the interviewer incredulously and said, "Yes,
of course: four, exactly."
Then the interviewer called in the accountant and asked the same question,
"What does two plus two equal?"
The accountant said, "On average, four - give or take 10 per cent; but on
average, four."
Then the interviewer called in the public relations officer and again posed
the same question, "What does two plus two equal?"
The public relations officer got up, locked the door, closed the shade, sat
down next to the interviewer and whispered, "Well, what do you want it to
equal?"
The above example exactly represents the common man’s perception
towards the Public relation department in a company. People often believe
that the public relations department is a group of people who alter the actual
facts in order to create a presentable image of the company irrespective of
the affects of this action on the company’s customers. This accusations of
the people cannot be termed as wrong or baseless as many of the Public
relation Department have ‘protecting the image of the company’ as the

2. motto of their existence as we could see in the case of Vijay Laxmi Bank
which was liquefied suddenly though their previous year annual report
declared that the company was in profit similar case was also noted when
Nike which is a multi National Company were found guilty of harassing
some of their Asian group employees by making them work in sluggish
conditions while on the other hand were carrying out procession against
racism in Europe thus adapting dual images towards its customers. However
not every company’s Public relation Department is the same and informing
the publics of the internal working of the organization is not the only activity
that a Public Relation Department has to perform.
In order to gather practical working of a Public Relation department
of a company we decided to visit Public Relation Department of
Shoppers’ Stop. We selected Shoppers’ Stop because Retailing - is the most
active and attractive sector of the last decade. While the retailing industry
itself has been present through history in our country, it is only in the recent
past that it has witnessed so much dynamism. It is the latest bandwagon that
has witnessed hordes of players leaping onto it. “Retailing includes all the
activities involved in selling goods or services directly to final 1 consumers
for personal, non business use.” Retailing is the final stage in the
distribution process (from manufacturer to consumer), in which the retailer,
as an intermediary, collects an assortment of goods and services from
various sources and offers them to the customers. Therefore they come
directly in contact with the daily consumers making it more difficult to
manage the company’s corporate image and to regulate their daily working
norms and ensuring that the company is performing all its responsibilities
toward its publics. However before giving the details about the working
of Public relation (PR) Department of Shoppers’ stop let us understand
what Public relation department is and why are they of so importance
to any Organization??
In the deafening communication environment shouting louder does
not help. What works is CLARITY; its was found that when news worthy
details when provided in unambiguous and unbiased forms helps in
maintaining better relationship with the customers which generally results
into cashing in on higher profits for the business organization.

3. The term Public Relations was first coined by the US President
Thomas Jefferson. He used the term during his address to Congress in 1807.
Public Relations basically involves in evaluation of public attitudes and
opinions, formulation and implementation of an organization's procedures
and policy regarding communication with its publics coordination of
communications programs, developing rapport and good-will through a two
way communication process, fostering a positive relationship between an
organization and its public constituents. To earn public understanding and
acceptances and all the above objectives, the public relations department
generally uses publicity and variety of other tools including special
publications, participation in community activities, fund raising,
sponsorships of special events and various public affairs activities enhance
the organization image.
PR these days is often misunderstood, and it’s probably the fault of
the PR industry itself that most people aren’t sure where PR is supposed to
stop and marketing, advertising, branding and all the other media services
begin. To put it into very simple terms, good PR encourages the media
(newspapers, magazines, TV and radio) to say good things about your
product or service or whatever it is that you want to promote so that more
people buy your product/use your services or think you’re great.
Since I am held responsible for coining the term, "public relations," I
will tackle the opportunity of giving you my definition of it:
A public relations counsel is an applied social scientist who advises a
client on the social attitudes and actions he or she must take in order to
appeal to the public on which it is dependent. The practitioner
ascertains, through research, the adjustment or maladjustment of the
client with the public, then advises what changes in attitude and action
are demanded to reach the highest point of adjustment to meet social
goals.
BY
Edward L. Bernays
In simpler terms the above definition can be explained as maintaining
public relations is a science that organizations undertake for their customers
on whom the organizations are totally dependent on for their business. The
Public Relations department analyzes the social attitudes and actions of the
company and suggests them with various steps on how they can be change
for improvisation.

4. With this definition in mind, it becomes clear that PR also depends on
the formation of a strict ethical code. Ethical behavior needn't be spelled out
-- there is no universal definition. Simply put, standard Judeo-Christian
ethics, based on integrity and honesty are necessary for a public relations
practitioner to properly practice his profession. Doctors must take a
Hippocratic Oath upon entering their profession; public relations
practitioners should do the same.
The fundamental objective of a PR program is to reach high customer
loyalty levels. Those who deciphered the mathematics of Customer Lifetime
Value (CLV) proposition should be able to appreciate the fact that customer
loyalty yields higher returns at lesser or no costs across the lifetime of a
customer and the lost customers should be brought back in the form of
acquisitions. A businessman knows that his customers are important to him
and he needs to retain them for profits. PR only gives a structured process-
map to achieve this quickly and efficiently. PR like any other business
strategy requires realistic objectives to be set in order to achieve its goals.
This is nothing new, all business strategies work on realistic objectives
determined based on the current status, available resources, feasibilities for
change and importantly the course of business dynamics. Unrealistic
objectives only eat up money and time. Several companies in a hurry to earn
quick returns fix unrealistic objectives for PR taking it for a sorcerer’s wand,
and end up blaming it for falling flat. A short journey backwards and a probe
on the objectives set would instantly reveal the absurdities.
Providing the three levels of satisfaction:
1) Providing basics.
2) Try something by which the customer never leaves you.
3) Go beyond the expectations of the customers.
CASE STUDY:-
PUBLIC RELATIONS AT SHOPPERS STOP
About the company
The foundation of Shoppers' Stop was laid on October 27, 1991 by the
K. Raheja Corp. group of companies. Being amongst India's biggest
hospitality and real estate players, the Group crossed yet another milestone

5. with its lifestyle venture - Shoppers' Stop. From its inception, Shoppers' Stop
has progressed from being a single brand shop to becoming a Fashion &
Lifestyle store for the family. Today, Shoppers' Stop is a household name,
known for its superior quality products, services and above all, for providing
a complete shopping experience. With an immense amount of expertise and
credibility, Shoppers’ Stop has become the highest benchmark for the Indian
retail industry. In fact, the company’s continuing expansion plans aim to
help Shoppers’ Stop meet the challenges of the retail industry in an even
better manner than it does today. Its vision is to be a global retailer in India
and maintain its No. 1 position in the Indian market in the Department Store
category
PR AT SHOPPERS STOP
As we have seen what is the importance of public relation. Lets us now have
a look on how does Shoppers stop India’s no.1 departmental stores does its
PR activity. Shoppers stop handles its PR activities from its own PR
department as well as it outsources its PR activities. Shoppers stop outsource
its PR activities to an agency named Perfect Relations.
Public Relation department
The main aim of PR department is to create a relation between internal as
well as the external public. The internal PR department only deals with the
relation with the internal publics.
Their internal publics include
1. Employees
2. Share Holders
3. Investors
4. Bankers
Their external publics include
1. customers
2. Financial Community
3. Government

6. We have interviewed head of the PR department Ms. Sheetal Choksi
and we got the following information after asking certain questions. The
questions and our findings are as follows:-
What according to you is meaning of Public Relations?
ANS- The task of defining the exact nature of PR is not easy. A plethora of
definitions currently exists, each emphasizing a slightly different approach
and each attempting to arrive at a simple, brief and accurate form of words.
The difficulty in developing a single acceptable definition reflects the
complexity and diversity of the profession. The essential features of this
definition is that PR practice should be deliberate, planned and sustained;
not haphazard, and that mutual understanding is necessary in order to ensure
that the communication between the organization and its public’ is clear, i.e.
the receiver perceives the same meaning as the sender intends.
What is the work of the PR department?
ANS- the PR department has basically three works to perform
1. Marketing
2. Creating Communication
3. Creating Corporate Identity
How does PR contributes in Marketing?
ANS- In marketing literature there is a lot about how it is important for an
organization to become ‘marketing orientated’, ‘customer focused’ and
adopt the ‘marketing concept’. For a firm to be truly marketing oriented all
the staff working for it have to be so. There is a saying adapted from
Buddhist philosophy that states ‘for a forest to be green each tree has to be
green’. This principle also applies to the marketing orientation of the firm
for it comes from within the minds of the people making up the
organization.
Shoppers stop mostly does its marketing by outsourcing to a PR
agency named “PERFECT RELATIONS”. We launched an ad campaign ‘If
it’s on your mind, it’s on our shelves’ last October. It was created by Rajiv
Sabni from Contract. The idea of doing your entire shopping under one roof
was inspired by the fact that there are over 250 brands at the store. ‘If its on
your mind its on our shelves’ is an attempt to capture the way a shopper's
mind works. It's all about their brief encounters with products on a shelf.
Shopping in a department store is a completely different experience

7. from shopping for groceries. You don't think too much about rice or beans or
bread. But the minute you consider buying any lifestyle product, you tend to
relate it back to your life. Where it fits in, why you want to buy it and who
you want to buy it for. In effect, as you think of one thing, it more often than
not leads to another. This as a proposition and as a tone and style seems to
fit Shoppers’ Stop’s brand identity perfectly. Thus more or less our efforts
are able to influence people from different walks of life. ‘Our main target
is not to sell to the customer but to help them buy.’
Press, radio and outdoor were the media vehicles used for the
campaign with the press campaign targeting the nine cities in which the
stores are located. The outdoor and radio creative were used to bolster the
main press campaign. A radio interactive program which involved a radio
jockey asking shoppers “What’s on your mind?” got an overwhelming
response.
How do you communicate? Or in other words How does PR helps in
communication in your organization?
ANS- Communications is central to PR. The purpose of PR is to establish
a two-way communication to resolve conflicts of interest by seeking
common ground or areas of mutual interest. If we accept that this is the
primary function of PR, then we must also accept a further implication. PR
‘exists’, whether implicitly or explicitly, whether an organization likes it or
not. Simply by carrying out it’s day to day operations, an organization
necessarily communicates certain messages to those who, for whatever
reason, interact with the company, who will then form an opinion about it
and it’s activities. The need for PR is to orchestrate, as far as possible, the
behavior of the organization and the messages that result form such
behavior in order to help develop a corporate identity or personality. There
are various forms of media available, according to the type of campaign
and need we select the media.
There has been great research done upon this to understand the
effectiveness of these channels that we use to communicate. The
effectiveness varies from state to state. These are the media channels
that we generally use to communicate with our external public.

8. 1. Press Release.
2. Feature articles.
3. Marketing Brochures.
4. Annual Report Production.
5. One-To-One Press Contact.
6. Company News Letter.
7. Corporate Hospitality.
On the basis of our past dealings we have rated the media channels as
under according on the basis of their effectiveness
Emphasis is very clearly on marketing related activities. All firms use
press releases to inform the media about company activities and projects.
70% of firms produce feature articles, which are often in collaboration
with clients and consultants on major projects. PR functions (70%) are also
involved in producing marketing brochures. Other activities considered of
less importance included media advertising, attendance at exhibitions,
press conferences and site based activities.
We also take a feedback form from our customer. This feedback form
contains questions related to our services provide by us and did they liked
it or had any problem. We also have CRM software which is entirely in
control of the PR department. We inform our FIRST CITIZEN CARD
HOLDER customer about the upcoming sales through e-mail and giving
articles in the news paper.
If we talk about communication with the internal publics like staff
members we issue a book which contains all the information. Not only this
we also have divided our entire staff into groups and have group leaders.

9. The information’s is conveyed to the group leaders and it is his
responsibility to convey the message to his group. In addition to this we
have notice board system, management conference, and computer
networks. We have rated the strategies as follows-
How does PR helps in creating corporate identity?
ANS- The concept of ‘corporate identity’ or ‘personality’ is inextricably
linked to public relations. All PR activities must be carried out within the
framework of an agreed and understood corporate personality. This
personality must develop to reflect the style of the top management, since
they control the organization’s policy and activities. A corporate
personality can become a tangible asset if it managed properly and
consistently. However it cannot be assumed that all managers will consider
the role of corporate personality when they make decisions. Therefore, the
PR executive needs to be placed so that he or she is aware of all the issues,
policies, attitudes and opinions that exist within the organization that have
a bearing on how it is perceived by outsiders.

10. The use of the term ‘personality’, rather than the more used ‘image’ term
is deliberate. An image is a refection or an impression that may be a little
too polished and perfect. True PR is more than ‘skin deep’. This is
important because a ‘PR job’ implies that somehow the truth is being
hidden behind a glossy and even false facade. But properly conducted PR
emphasizes the need for truth and full information. The PR executive, as a
manager of corporate personality can only sustain an identity that is based
on reality. Corporate public relations are concerned with image. This
image is based on a long-term carefully planned program designed to
achieve maximum recognition and understanding for the company’s
objectives and performance.
The work of creating corporate image of shoppers stop is done by Perfect
Relations. They do this by giving the media correct information about the
happenings inside the Shoppers Stop. They also plan our sale like what kind
of sale should we have and when should we have it. To get a good corporate
image and more investors we keep the first three days of sale only for our
First Citizen Card holder i.e. for our regular customers and investors.
Why you have selected Perfect Relations to do your PR work?
ANS- Perfect Relations has a very good network. Perfect Relations has a
staff of over 200 media and industry specialists across its branch offices. We
have company-owned offices in 14 major cities including Delhi, Mumbai,
Hyderabad, Kolkata, Pune, Ahmedabad, Gurgaon, Bangalore , Chennai,
Chandigarh, and Trivandrum.
In addition to these major cities, we have organize events in several other
Indian cities including Ludhiana, Gurdaspur, Lucknow, Jammu, Jaipur,
Tuticorin, Cochin, Coimbatore, Indore, Kanpur, Baroda, Surat, Bhopal,
Bhubaneshwar, Patna, Nagpur, Nasik, Goa,

11. Our reach across South Asia is unparalleled and an added advantage to our
clients that might extend their operations beyond the national boundaries.
Our clients have profited from support in the key South Asian markets, and
enjoy the additional benefits of servicing, strategy consultancy and
campaign co-ordination.
Our global reach is enhanced through our network of partner agencies that
include Brodeur Pleon and Baird's CMC. These agencies work with us to
implement campaigns in different markets across the globe. Not only these
perfect rations also offers
Sound strategic advice
Over the years, their senior management and core strategy teams have been
delivering successful solutions, while advising and guiding high impact and
tactical campaigns.
Relevant experience
With unparalleled cross industry expertise, their track record of over 14
years speaks for itself. We have provided effective and measurable support
to clients across a number of sectors.
Convincing success track record
Their clients extend from global corporations to emerging stars of corporate
India. Strategies that we have developed for our clients have gone on to be
emulated by the industry, while others have become case studies, taught at
institutes and studied by students of the discipline.
Strong implementation capabilities
Their network of 14 offices across India, strong relationships with media and
key decision makers, along with insights on the polity and the policy making
environment, supported by a 200+ strong team, gives us the unrivalled
implementation advantage in India and South Asian geographies like Sri
Lanka, Bangladesh and Nepal.

12. Result oriented solutions
They take special care to make sure that the solutions we create works for
you, by making a measurable difference to your organization and
communications agenda.
What according to you doesn’t come under PR?
ANS- Misunderstanding and ignorance as to the nature of PR has led to it
being confused with other disciplines and activities. It is appropriate at this
point to clarify certain distinctions:
a. Public Relations is not ‘free’ advertising
1. Advertising emphasizes ‘selling’ whereas public relations are
‘informative’, ‘educational’ and creates understanding through
knowledge.
2. Public Relation is not ‘free’. It is time consuming and therefore
costs in terms of management time and expertise.
3. Editorial space and broadcasting time are unbiased and
therefore have more credibility than advertisements.
4. Every organization necessarily has PR.
5. Public Relations involve communications with many groups
and audiences, not just consumers.
b. Public Relations is not propaganda
Propaganda is designed to indoctrinate in order to attract followers. It
does not necessarily call for an ethical content, so facts are often
distorted or falsified for self-interest. PR on the other hand, seeks to
persuade by securing the willing acceptance of attitudes and ideas.
c. PR is not the same as publicity
Publicity is a result of information being made known. The result
may be uncontrollable and either good or bad. Public relations are
concerned with the behavior of the organization, product or
individual that leads to publicity. It will seek to control behavior if

13. this is possible, in such a way that publicity is good. Sometimes the
actions or events that lead to adverse publicity are outside the control
of the organization. The role of public relations in such
circumstances is to mitigate the effect of possible adverse publicity.
Why do you need PR?
ANS- As PR is essentially a process of communication it is needed most
when normal communications are strained and some people are left
uninformed. In a modern economy commercial organizations have a need
for sophisticated communications which can be accurately tailored and
targeted at specific groups of people. In a very real sense, especially in
areas such as political campaigning, communications it has become a 20th
century skill. With the development of communication there has been a
parallel development in the sophistication of the audience. People are
better educated and better able to make objective judgements about the
messages they receive. The very word communications is a ‘buzz word’.
Failure to communicate can be identified as the principal cause of many
industrial, commercial and non-commercial organizational problems. PR is
by no means a universal answer for every situation, but at least it is a
formal system of communications and as such employs the concepts of
analysis, action, review and control which can provide structure and a way
forward in many situations. Changing social attitudes have forced a new
responsiveness and sense of responsibility in official and commercial life;
it is in this social climate that an appreciation of public relations as a
management and advisory function is now recognized.
What kind of media is used for creating Public relations?
ANS- our work of media is outsourced to Perfect relations. They have
very strategic media relations. These relations are as follows
Media relations
Our unbeatable strength is our network of media contacts that span the
country and the globe. We constantly strengthen and expand our media
relations to maximize media coverage for our clients.

14. Media monitoring
Our team works around the clock to report breaking news about clients and
their respective industries from every region of the country. They track the
career paths of members of the media to communicate quickly and
efficiently.
Communication training skills
We help our clients handle the media in a professional way. By advising
company leadership and spokespersons who must face media
professionals, we help our clients relay their message confidently and
clearly. The results of our training methods have sharpened client skills in
public interaction, speeches, and presentations.
Seminars & conferences
We provide speaking opportunities for trainers, consultants, educators and
thought leaders. Additionally, we position corporate leads as guest speakers
to maximize the impact of a talk in their particular areas of expertise.
Writing / editorial support Precursors to public relations are found in
publicists who specialized in promoting circuses, theatrical performances,
and other public spectacles. In the United States, where public
relations has its origins, many early PR practices were developed in
support of the expansive power of the railroads. In fact, many scholars
believe that the first appearance of the term "public relations"
appeared in the 1897 Year Book of Railway Literature.
Later, PR practitioners were—and are still often—recruited from
the ranks.
Despite many journalists' discomfort with the field of public relations,
well- of journalism. Some reporters, concerned with ethics, criticize
former colleagues for using their inside understanding of news media to
help clients receive favorable media coverage paid PR positions remain a
popular choice for reporters and editors forced into a career change by
the instability of the print and electronic media industry. PR historians
say the first PR firm, the Publicity Bureau, was established in 1900 by
former newspapermen, with Harvard University as its first client. [

15. The First World War also helped stimulate the development of
public relations as a profession. Many of the first PR professionals,
including Ivy Lee, Edward Bernays, and Carl Byoir, got their start
with the Committee on Public Information (also known as the Creel
Commission), which organized publicity on behalf of U.S. objectives
during World War I. Some historians regard Ivy Lee as the first real
practitioner of public relations, but Edward Bernays is generally regarded
today as the profession's founder.
What do you mean by Public?
A group of similar individuals, an assortment of persons having the
same interest, problems, circumstances, goals. Public is a varied creature.
Public has a multitude of wants and desires. Public has it own likes and
dislikes- sometimes even strong likes and dislikes.
Employees make for a public; and the employers another public.
Employees desire, sometimes demand, more wages and related
employment benefits; while the employers expect- generally as matter of
right increased production and loyalty.
Other members of the public are dealers, wholesalers, brokers,
investors. Each of these groups is a public of sorts and tries to attract a
distinct audience with its varied ‘tools’ and ‘techniques’. Thus a public is
any group of people who share a common interest.

16. What do you mean by Relations?
A relation is the outcome of mutual understanding derived from
the process of sharing of the Common Interest. Human wants create the
need to establish relations with each other .The respective wants of two
individuals will profoundly affect their relationship. To understand any
relationship, therefore, one must understand the wants of those involved.
What are Public Relations?
An organization’s reputation, profitability, and even its continued
existence can depend on the degree to which its targeted “publics”
support its goals and policies. Public Relation is a management function
that involves monitoring and evaluating public attitudes and maintaining
mutual relations and understanding between an organization and its
public. Public could include shareholders, government, consumers,
employees and the media. It is the act of getting along with people we
constantly come in touch with.
PRO ensures internal unity in the company by maintaining a clear
communications network between the management and employees. Its
first objective is to improve channels of communication and to establish
new ways of setting up a two-way flow of information and
understanding.
Public relations as a separate career option has came into existence
when lots of private or government companies and institution felt the
need to market their product, service and facilities. Public image is
important to all organizations and prominent personalities.
The role of public relation specialist becomes pertinent in crisis
situations when the correct and timely transmission of information can
help save the face of the organization. Public relations is broadly
practiced for product publicity, corporate publicity, to have better
relations with the government, to publish corporate publications like
newsletter, bulletins, magazines for employees etc.
This unit group includes specialists in public relations and
communications who develop and implement communication and
promotion strategies and information programs, publicize activities and

17. events, and maintain media relations on behalf of businesses,
governments and other organizations, and for performers, athletes,
writers and other talented individuals. They are employed by consulting
firms, corporations, associations, government, social agencies, museums,
galleries, public interest groups, and cultural and other organizations, or
they may be self-employed.
Example Titles
(1) communications officer
(2) communications specialist
(3) fundraising consultant
(4) information officer
(5) literary agent
(6) media coordinator
(7) media relations officer
(8) museum educator
(9) performers agent
(10) press secretary
(11) public affairs officer
(12) public relations consultant
(13) public relations officer
(14) publicist
(15) publicity agent
Objectives of Public Relations
Like other aspects of marketing promotion, public relations are used to
address several broad objectives including:
• Building Product Awareness – When introducing a new
product or relaunching an existing product, marketers can use a

18. PR element that generates consumer attention and awareness
through media placements and special events.
• Creating Interest – Whether a PR placement is a short product
article or is included with other products in “round up” article,
stories in the media can help entice a targeted audience to try the
product. For example, around the holiday season, a special holiday
food may be promoted with PR through promotional releases sent
to the food media or through special events that sample the
product.
• Providing Information – PR can be used to provide customers
with more in depth information about products and services.
Through articles, collateral materials, newsletters and websites, PR
delivers information to customers that can help them gain
understanding of the product.
• Stimulating Demand – A positive article in a newspaper, on a TV
news show or mentioned on the Internet, often results in a
discernable increase in product sales.
• Reinforcing the Brand – In many companies the public
relations function is also involved with brand reinforcement by
maintaining positive relationships with key audiences, and
thereby aiding in building a strong image. Today it is ever more
important for companies and brands to build a good image. A
strong image helps the company build its business and it can help
the company in times of crises as well.
What skills should you look for?

19. While the skills and knowledge a PR practitioner needs will vary
depending on the nature of the job, all will need the following
attributes:
 Excellent communication and ‘people’ skills
 Flexibility, determination, enthusiasm and the ability to cope well
under pressure
 Thoroughness and problem solving skills
 Ability to think strategically
 Good presentation skills and confidence
 Creativity and imagination
 Excellent time-management skills and the ability to work on more
than one project at a time
Main duties of PR
Specialists in public relations and communications perform some or
all of the following duties:
 Develop, implement and evaluate communications strategies and
programs designed to inform clients, employees and the general
public of initiatives and policies of businesses, governments and
other organizations
 Gather, research and prepare communications material for internal
and external audiences
 Conduct public opinion and attitude surveys to identify the
interests and concerns of key groups served by their organization
 Prepare or oversee preparation of reports, briefs, bibliographies,
speeches, presentations, Web sites and press releases
 Develop and organize workshops, meetings, ceremonies and other
events for publicity, fundraising and information purposes
 Prepare and deliver educational and publicity programs and
informational materials to increase awareness of museums, galleries
and other tourist attractions
 Initiate and maintain contact with the media
 Arrange interviews and news conferences

20.  Act as spokesperson for an organization and answer written and
oral inquiries
 Co-ordinate special publicity events and promotions for internal
and external audiences
 Assist in the preparation of brochures, reports, newsletters and
other material
 Represent and act as an agent for talented individuals or individuals
with specific occupational expertise
 Prepare or oversee preparation of sports, literary, performance or
other contracts.
Communication programme
Communication programme consists of message, media and budget.
The word communication is derived from the Latin communis, meaning
"common." The purpose of communication is to establish commonness.
The basic elements in communication are the source or sender, the
message, and the destination or receiver. Effective communication
requires efficiency on the part of all three. The communicator must use a
channel that will carry the message to the receiver. The message must be
within the receiver's capacity to comprehend. The message must
motivate the receiver's self-interest and cause him or her to respond.
Communicators need to bear in mind that communication is no
substitute for policy and action. A sender can encode a message and a
receiver decode it only in terms of their own experience and knowledge.
When there has been no common experience, then communication
becomes virtually impossible. Commonness in communication is essential
to link people and purpose together in any cooperative system.
The Communication programme includes:
(i) Developing the message
(ii) Selection of media
(iii) Appropriate budget for implementing the programme.

21. MESSAGE DEVELOPMENT
For achieving the desired result, the message should be developed
properly and
clearly. The appropriate message will have the following three attributes:
1) Clear
2) Correct and
3) Concise
Clear:
The message is free from ambiguity and it is necessary to ensure
that slang phrases / usage are avoided and also the message should be free
from perceptional
Distortion problems. As far as possible, one should use simple language,
simple style, appropriate words and right tone.
Correct:
The credibility of the message is based on the credibility of the source
and also the correctness of the content. It is essential to ensure that the
information provided
(message) is true, to unbiased and there is a source to verify it. It is
essential to avoid content based on rumours, hearsay as well as source of
no origin.
Concise:
Since message dissemination involves time and effort for transmitting as
well as receiving or absorbing. Hence message should be crisp enough to
give information and at the same time not occupying more time of the
receivers valuable time. The content should revolve around the core

22. element of the message; frills and verbose / ornamental language need to
be avoided. The effectiveness of the message is depend upon the above
three attributes and if even component is missing or negative, the result
will also be negative or not as per the expectations.
Role of Communication in PR:
The essential basis of all public relations work is the
communication process. Communication is the transfer of information
from one person to another or, more recently, to equipment which stores
or processes news. This process always takes place between four or five
factors:
 The organization or initiator.
 The communicator.
 The message.
 The medium (which may be a newspaper or radio or television or a
book or letter).
 Finally the addressee (the newspaper reader or the viewer of a
television set).

23. The message is transmitted by spoken or written word, or by image, or a
combination of these or other media such as music, colour, mimicry,
design, and sense of touch.
For satisfactory information in certain fields the following points must be
observed:
 The volume of information must be adequate.
 The density or frequency of the information must be in
accordance with practical experience.
 The information must be clear and readily understandable.
 The information must be objective.
 The information must be up-to date; it must be prepared without
unnecessary delay, i.e.; immediately or at most only a short time
after the event.
 The information must be aimed at the proper and must make use
of the proper media to reach the sector of the public for which it
is intended.
Why communications in PR?
PR is an art. It requires possessing excellent communication,
writing and speaking skills in addition with deep knowledge of the
market and strong media and community connections. A good
communications company can provide its clients with high quality public
relations services that would produce measurable business results and a
high level of returns on investments.
Dynamic PR communications have become a valid part of any
company's promotional strategies. Services of a good PR communications
company can be even out of the chances of smaller companies against the
larger and more influential ones. This is true both for companies that
operate in the business-to-business and consumer marketplaces. Let us

24. take a closer look at what services a public relations communications
company can offer promoters and advertisers.
Since communications demand possessing excellent writing skills, a
PR communications company can offer its clients to write out press
releases for them. You need to understand that all the inner or outer
significant events that take place in your company can and should receive
good media coverage. A communications company can help its clients
with the arrangements of special public events. These charity or other
social events, such as outdoor concerts, are great tools for increasing your
company's visibility in your local community.
Next, a PR communications company can write and post articles
about your business, for every business and every company has a story to
tell. Your customers need something that would help them create
personal emotional bonds with your company. Such bonds will resolve in
strong and lasting relationships between your company and your
consumers. It will produce the customers' loyalty towards your products.
Hence, what you need to do is to get your story out, reach your
consumers with it and a communications company can help you.
Finally, a communications company can carry out market
researches for you. The knowledge of target audiences perceptions and
preferences is crucial for any entrepreneur. Otherwise, you will not
know how to reach your customers with your messages. Additionally,
some researches have to be done after your advertising or PR campaign is
out. You have to be able to evaluate its results.
All the above listed activities and many others require a
professional and skilled approach and a good communications company
can provide you with creativity, innovations, media connections, deep
knowledge and experiences in the area of public relations and
promotions.
Benefits of Communication:
 A better understanding of co-worker and customer behaviour.
 Increased recognition and liability to change ineffective
communication styles.

25.  New skills for resolving interpersonal conflicts.
 Higher performance standards established through mutual
alignment management and employees.
 Increased productivity even under adverse conditions.
 Improved interviewing and consulting techniques.
 The ability to create an organizational climate of support and trust.
 The flexibility to understand co-workers from different cultures.
 Active, accurate listening skills
 The enthusiasm to create team spirit, company pride and goal
congruence.
 The versatility to communicate across information boundaries, as
between, say, R&D and marketing departments.
 Enhanced powers of interpersonal motivation.
What the above picture say?
If you want to reach large audiences as inexpensively as possible,
public relations is the way to go. Public relations includes the creation
and distribution of information, primarily in the form of stories,
published or broadcast by mass media such as newspapers, magazines,
television and radio. Because the media do not charge for publishing

26. these articles, but consider them valuable for their readers, PR has the
power to reach millions of people for very little money, generating many
valuable sales leads.
Thus PR communication is:
 The most economical way by far to reach mass audiences.
 Stimulates awareness of and demand for your company products or
services.
 Develops a stronger, more controlled image for your firm.
 Creates the perception that the company is active, "on the move".
 Has seven times the credibility of advertising, studies show.
 Provides an advantage over competitors who do not use ‘P.R.’
effectively.
Disadvantages of communication:
While public relations hold many advantages for marketers, there
are also concerns when using this promotional technique.
First, while public relations uses many of the same channels as
advertising, such as newspapers, magazines, radio, TV and Internet, it
differs significantly from advertising in that marketers do not have direct
control over whether a message is delivered and where it is placed for
delivery. For instance, a marketer may spend many hours talking with
a magazine writer, who is preparing an industry story, only to find that
their company is never mentioned in the article.
Second, while other promotional messages are carefully crafted
and distributed as written through a pre-determined placement in a
media vehicle, public relations generally conveys information to a
member of the news media (e.g., reporter) who then redrafts the
information as part of a news story or feature. Thus, the final message
may not be precisely what the marketer planned.

27. Third, while a PR campaign has the potential to yield a high
return on promotional expense, it also has the potential to produce the
opposite if the news media feels there is little value in running a story
pitched (i.e., suggested via communication with the news outlet) by the
marketer.
Fourth, with PR there is always a chance that a well devised news
event or release will get “bumped” from planned media coverage because
of a more critical breaking news story, such as wars, severe weather or
serious crime.
Finally, in some areas of the world the impact of traditional news
outlets is fading forcing public relations professionals to scramble to find
new ways to reach their target markets
The SEVEN C’s of Communication:
1. Creditibility: Communication starts with a climate of belief.
This climate is built by performance on the part of the practioner.
The performance reflects an earnest desire to serve the receiver.
The receiver must have confidence in the sender. He must have
regard for the source competence on the subject.
2. Context: A communication programme must square with the
realities of its environment. Mechanical media are only
supplementary to the word and need that takes place in daily

28. living. The context must provide for participation and playback.
The context must confirm, not contradict the message.
3. Content: The message must have meaning for the receiver, and it
must be compatible with his value system. It must have relevance
for him. In general, people select those items of information which
promise then the greatest awards. The content determines the
audience.
4. Clarity: The message must be put in simple terms. Words must
mean the same thing to the receiver as they do to the sender.
Complex issues must be compressed into themes, slogans, or
stereotypes that have simplicity and clarity. To further a message
has to travel, the simpler it must be .An institution must speak with
one voice, not many voices.
5. Continuity and consistency: Communication is an unending
process. It requires repetition to achieve penetration. Repetition
with variation contributes to both factual and attitudinal learning
6. Channels: Established channels of communication should be
used, channels that receiver uses and respects. Creating new ones is
difficult. Different channels have different effects, and serve
effectively in different stages of the diffusion process.
7. Capability: Communication must take into account the capability
of the audience. Communications are most effective when they
require the least effort on the part of the recipient.
Other aspects of Communications in PR:
 Listening: The speaker does not control the communication – it is
the listener. The speaker can mouth words all day and every day, as
all politicians do. Obviously no one listens though one hears him or
her speak.

29.  Why one should listen to you? : If we are to improve our
communication, we must try to learn what it is that makes the
person with whom we wish to to communicate. Listen. If you want
to tell him something, will listen only if what you say interests
him, is relevant to him and means something to him.
This is the basic premise of any communication activity:
‘what is in it for the listener?’ It is absolutely no use making
statement or speech, or writing a notice or even a book if you do
nit take a notice of what is in it for the listener or the reader.
What I want to say is not important. What he wants top
listen is important. If you want some action to result from your
communication, if you want the recipient to do something, then
the communication will stimulate the desired action if it is couched
in language which can be understood and which give some benefit
or satisfaction. If it does not take note of these two simple factors.
Then the communication will fail.
 Make the recipient understand it was important to him:
It is not good blaming the other man if he does not understand
your message. It was you to make sure that he does understand.
Managers talking to workers, trade union leaders talking to
management, politicians talking to voters, journalists to readers,
students trying to communicate with rest of us and advertisers
talking to consumers; it is up to the speaker to make sure that
listener understands, accepts and perceives the importance of the
message.
 The key to communication is Perception: It is by
appreciating of the listener’s perception that communication can be
approved:
• He sees what he wants to see.
• He hears what he wants to hear.
• He does what he wants to do.

30. What he sees, what he hears and what he does are limited by his
degree of perception, by his experience, his educational background,
his environmental background and his way of life. The speaker should
think of want he want to say, use language that speaker can
understand, do only what he want to do and your ability to
communicate will be non-existent.
 The five Principles of Improved Communication:
• The responsibility is on the speaker or writer to
communicate.
• The speaker must use word which the listener understands.
• What the speaker says must be of interest to the speaker to
be if interest to the listener, it must give some kind og
benefit.
• The listener must be favorably disposed toward to the
speaker.
• The environment within which communication takes place
must be convenient to both listener and speaker.
 Techniques of communication: If we communicate in order to
change another’s person’s mind, or if we attempt to communicate
in order to get action from another person, we must be keenly
aware of the fact that he will tend to distrust what does not deal
with his emotions and attitudes so much so that he is quite likely to
overlook what is said or to modify what is said in terms of his own
experience. The speaker must note of the following :
• Style the information you give on the basis of the recipient’s
perception skills.
• Transmit information in small units.
• Provide an opportunity for feed back.
• Provide an opportunity for participation.
We must try to learn not to show how clever we are by using
words that that other man does not understands, because if he does

31. not understand, he just switches off thinking you are being clever
at his expense he does not bother to listen.
Some Specific Guidelines
Practitioners and executives alike can profit close study of these
guidelines
Developed by an experienced counselor, Chester Burger:
1. Talk from the viewpoint of the public's interest, not the
organizations: The soft drink bottler who launches a campaign to
collect and recycle bottles can frankly admit that it does not want to
irritate the public by having its product litter the landscape.
2. Speak in personal terms whenever possible: When many
people have worked on developing a new product or adopting a new
policy, it becomes difficult for the executive to say "I."
3. It you do not want some statement quoted, do not make it:
Spokespersons should avoid talking "off the record," because such
statements may well wind up published without the source.
4. State the most important fact at the beginning: The
executive's format may first list the facts that led to the final conclusion,
but such organization will fail when talking with the news media.
5. Do not argue with the reporter or lose your cool: Understand
that the journalist seeks an interesting story and will use whatever
techniques necessary to obtain it.

32. 6. If a question contains offensive language or simply words
you do not like, do not repeat them even to deny them:
Reporters often use the gambit of putting words into the subject's mouth.
7. If the reporter asks a direct question, give an equally direct
answer : Not giving one is a common error executives are prone to
make.
8. If a spokesperson does not know the answer to a question,
one should simply say, “I don't know, but I'll find out for
you.": With this, the spokesperson assumes the responsibility of
following through.
9. Tell the truth, even if it hurts : In this era of skepticism and
hostility, the most difficult task is often simply telling the truth.
10. Do not exaggerate the facts: Crying wolf makes it harder to be
heard next time out. These guidelines simply add up tot he rule that
profitable press relations require adherence to the " Five Fs": dealing with
journalists and programme producers in a manner that is fast, factual,
frank, fair and friendly.
Why Good Communication is so Important?
Communication, like birth, death, breathing and be lived is part of
life itself; it is a common experience as well. We all have communicated;
we all are communicating; we all will communicate. It might even be
said that communication is what distinguishes man from the rest of
creation. ‘Man’ the only animal who can express himself. Has the power
to express in words. So he defined as a ‘communicating animal’.
Communication is not that easy as it used to be in the past. The
problems of communication are the problems of understanding people.
Words are tools for achieving effective exchange of information, attitudes

33. and understanding. The problem is that a person is likely to listen
through filters. He tends to hear what he wants to her and disregard what
he considers trivial or unimportant.
The problem is that what appears to be unimportant to one man
may seem positively earth- shattering to another. Another problem is
that unless he is very unusual, a man listens defensively, explaining away
or justifying what he should understand if hw is to increase hid own
capacity for being effective.
Very often, if the person receiving a communication does not listen
to the message, he may find for reasons for disregarding what is being
said as unimportant or incorrect.
Man perceives as a rule what he expects to perceive; he sees largely
what he expects to see and hears largely what he expects to hear. The
unexpected is usually not received at all: it is neither seen nor heard, but
is ignored or misunderstand.
Different types of Communication in PR:
1. Corporate communication:
Corporate Positioning
Industry is witnessing unprecedented levels of competition. As
competition intensifies, companies must work hard to differentiate
themselves from their peers. The companies must carve out a unique
position in the minds of their key stakeholders based on their visions,
values, unique strengths and the value that they bring to the lives of
customers, shareholders and communities they serve. Maximizing
shareholder value alone is not enough.
Company must identify and consistently project the unique value
that it brings to the marketplace. As the pace of change intensifies, and as
managements respond to these changes with newer products and
services, the companies have to redefine themselves for their present and
future stakeholders.

34. The PR, need to work with senior managements to define, create
and implement corporate positioning that will maximize advantage. He
should develop the key messages which capture and express the
positioning, then design and implement communication initiatives which
help the stakeholders understand the positioning.
Reputation Management
In today’s times perception is reality, and the company’s reputation
capital is perhaps its most important asset. If the reputation of a well-
known company is damaged the company can wither and die in a matter
of months, destroying shareholder value and hurting the interests of
virtually every category of stakeholders. Conversely, even a lesser-
known company which builds a solid reputation can thrive and grow by
competing effectively in the marketplace for customers, employees,
vendors, desirable business partners and capital. In the process, the
company is able to deliver sustained shareholder value.
Every action of a company has a bearing on its reputation. In such
an environment, active and deliberate corporate reputation management
is a necessary extension of traditional brand management. After all, the
primary brand is the overall corporate brand.
Employee Communications
Successful corporate management in the new millennium is
essentially about managing accelerated pace of change. When companies
develop strategies for responding to changes, managements, particularly
in the developing world often overlook the importance of
communicating the change initiatives to employees.
In most Indian companies employee communication often means a
monthly or a quarterly newsletter. In most cases, the standard contents
are the CEO inaugurating some irrelevant internal function, or coverage
of employee picnics or family events and other material which has little
impact on equipping the employees to understand and adapt to the
company’s strategic initiatives.

35. If strategy must succeed it is imperative that the entire organization
understand it and work in tandem for achieving corporate goals. Effective
employee communications is the difference between unlocking and
blocking the full potential of the organization.
PR of respective organization must provide internal
communications support to organizations to work better and achieve
positive results. It must conduct internal research to assess employee
perceptions of the organization and its objectives. The company needs to
analyze the efficiency of existing internal communications mechanisms
and procedures. And finally, help client organizations design and
implement programmes that enable employees across the corporation to
understand and embrace the company’s vision, goals and strategies.
Community Relations
Affect communities where they live and work, and especially
when their day-to-day conveniences are at stake. The affected people
expect and have a right to up-to-date, correct information and access to
company spokespersons who can effectively address their concerns.
A little sensitivity and effort on the part of the corporate managements
can help build effective community relations in locations where their
plants operate.
The PR must advise clients and assist them in developing effective
communication programmes which help in building confidence amongst
the communities and pre-empt issues by timely understanding and
action. The communication tools could range from group meetings to
direct mailers and from pamphlets to advertising in local publications.
The company’s PR advises clients in identifying the urgent needs of
communities and meeting them to build long-term goodwill and
relationships.
Media Relations
An effective media relation is vital to the success of any
corporation’s overall communications strategy. A sound media relations
programme can deliver huge benefits to a corporation.

36. The PR must place huge emphasis on deploying superior media
relations skills for our clients. He specializes in developing strategic
media relations programmes that effectively deliver the client’s key
messages through relevant media to their target audiences. In each
significant market of India, our consultants maintain close relationships
with regional, national and the relevant international media to maximize
communication opportunities for our clients.
Teams understand the media and what makes news. They know
how individual media will treat a particular piece of information and
have the expertise in matching the client’s messages to the right media
vehicles. While our superior skills in communicating with the traditional
media are well known, we are now expanding our repertoire to address
the opportunities represented by emerging interactive media.
The company must also provide media training for client executives to
help them develop and deliver messages effectively in interactions with
the media.
2. Financial communications: Investor relations
Financial communications is one of the core competencies of
company’s PR. The firm has perhaps the largest practice in this area in
the Indian market. We have wide experience of managing on-going
financial communications and investor relations for a number of leading
corporates, both Indian and multinational, as well as financial
institutions.
The firm should be able to manage communications for a large
number of transactions during the last few years. The width of
experience covers IPO’s and secondary offerings, privatizations, mergers
& acquisitions, share buybacks & de-listings, and corporate
restructurings.

37. 3. Technology Public Relations: Communications consultancy
Technology companies, whether in products, services or solutions,
are unique in terms of their communication needs. They need multiple
competencies from the technology PR consultancy to effectively
communicate with diverse target groups like customers, employees,
investors and an entire gamut of opinion influencers.
The technology public relations consultancy, therefore, must have
a sound understanding of the continuously evolving technology domain
and the growth drivers. In addition, the organization must help the
clients compete effectively for talent and capital – the two most vital
ingredients for sustained growth.
Over the years, as the Indian technology industry has grown into a
significant sector of the economy, a major gap in meeting its
communication needs is visible. While traditional technology PR
consultancies have tried to address product and, to some extent, corporate
communication they have fallen woefully short in delivering on other
key fronts.
The company services should meet all possible public relations
needs of technology companies. The company need to maintain strong
relation with a sound understanding of technology domain, investor
relations, HR communications, media and crisis management. The group
is also able to draw on the capabilities of our sister firms to provide
advertising and brand management services through a single window.

38. The Writing Team offers editorial support to create communication
material for our clients across media platforms. Through clear and lucid
language, we help target audiences identify salient points about a
company, product or event.
Tell us about your brand-building exercises. Is there anything on the
cards?
ANS- We have a scheme called ‘The Wardrobe Exchange,’ wherein
people come in with their old clothes and exchange it for clothes bought at
Shoppers’ Stop for a discount. Last year, we got 56,000 items and gave it
away to a charitable concern we’ve tied up with.
How do you train your staff for customer management?
ANS- We have a ‘Customer Satisfaction Index’ (CSI) and an ‘Employee
Satisfaction Index’ (ESI), which is done by CSMM Walker, an American
company that has done this with us for the last three years. In fact, the
World Organization of Market Research invited us to present a paper on
the connection between ESI & CSI. Even for them, it was interesting
because nobody has made the connection.
It sounds very simple that if you have happy employees, you have happy
customers, but we have shown how that will happen. One of the things that
ESI showed us was that employee satisfaction depends largely on their
supervisors. So we started looking at supervisor quality and product
knowledge with a fairly extensive training of the supervisor. And we found
that as supervisor skills improved, they have resulted in higher satisfaction
levels. And this had a direct impact on the customer loyalty within the
store.
So we then set up a different level called the PUCCA – we’ve got an
outsider agency coming in and setting up a product knowledge and training
package for us. Additionally, we set up a campaign called Jo Jeeta Wohi
Sikandar; at various levels, people get recognized. Product knowledge is
one area; customer handling is another, etc.
How does PR helps creating Community relationship?

39. ANS- Good community relations are important for every organization. An
organization can and should act as if it were a member of the community
and not abuse its power. It should behave as a responsible ‘citizen’. The
situation is one of inter dependence; industry needs the support of the
community and the community must understand industry. It is important
for an organization, through its public relations function, to establish a
community relations programme that both deals with complaints and
involves itself in community activities. This may include local press
relations, special visits to the workplace, open days, sponsorship,
community projects etc.
The general public tends to judge commercial organizations by the way
they conduct themselves in the same way that individuals form a good or
bad impression of the people that they come in contact with. For this
reason Shoppers Stop’s PR department gives training to its employees on
how to deal with different tyes of customers and how to b polite in every
situation. shoppers stop is also coming with a whole new projects which
will be situated in posh areas as this gives a feel good factor in the minds
set of Indian customer
Is there any work of PR in relation to Government?
ANS- Perhaps the biggest growth and development in PR over recent years
has been in the areas of government relations and political lobbying. This
form of PR activity has two main purposes; first to keep companies
informed of legislative changes that may affect their business and secondly
to attempt to influence the government or local government in favour of
their industries. Political public relations is often misunderstood. The
success of some businesses depends heavily on decisions made by the
Government which is the reason for the existence of certain pressure
groups.
We can relate this by the resent case that took place. Shoppers stop is
pressuring Government not to allow Wall-mart to enter into Indian market.
If the Indian Government allows Wal-mart to enter in India then there will
be a lot of competition between Shoppers Stop and Wal-Mart.
What is the work of PR in creating relation with Financial
Community?

40. ANS- There is a need for commercial organizations to communicate with a
diverse range of interested parties like as investors and city institutions
such as pension funds, share analysts, financial journalists etc. Effective
financial relations will produce certain benefits to the firm. Those
companies that have established reputations will have less difficulty in
raising the additional capital that may be needed for future investments.
Good relation with the financial community helps in gathering all the
information in the market. This information is intended as assistance to
support market sentiment for the company and hence support the share
price, and to assuage any doubts potential lenders may have about the
commercial robustness of the firm. Shoppers Stop is a emerging company,
so it needs a lot of investors to come and invest in their company. They do
this with the help of strategies that has been discussed above.
Is there any relation between customer relation and PR?
ANS- yes there is a big relation between handling customer relation
and PR. I will explain how. Consumer relations are thought by many
people to be the only public which concerns public relations. As we have
seen this is not the case. However, it is an area of considerable importance
because although other groups of publics are important, customers are
especially important. The whole purpose of the profit making firm is the
generation of satisfactory returns by the satisfaction of customers’ needs
and wants more effectively than competitors.
It is large retailers who have most dealings with customers, and this group
of traders has done much in the way of public relations activity over the
past 20 years aimed towards this important group. Stores are normally
conveniently laid out, service is good and products are presented such that
they represent fair value for money. Many retail groups distribute
brochures to staff to show them how to improve the image of their store as
well as creating better customer relations. They attempt to show that they
are a ‘live organization’ constantly listening and responding to customers
views and opinions.
In shoppers stop customer relationship is maintained in the following way
Customer Experience Management. “If we find from the data that a
customer had bought a pair of trousers, we tell him about a new range of
shirts that we have just brought into our store,”. Under the Customer
Experience Management program the members are called “First Citizens”.

41. First Citizens are rewarded points and exclusive benefits and privileges
such as:
• Reward Points for every time you shop at Shoppers' Stop
• Exclusive offers ever so often.
• Updates on what you can look forward to shop for at Shoppers' Stop.
• Exclusive cash counters at Shoppers' Stop so you can spend more time
shopping rather than waiting in a line.
There are three membership categories, i.e. Classic Moments, Silver Edge
and Golden Glow. The company believes in providing the best experiences
possible, including the best benefits and Privileges. The programmer gets
as rewarding as one makes it, since it depends on the membership status,
which is upgraded when one qualifies with the necessary purchases during
the membership period.
How do you decide your public relationship work?
ANS- we decide the work of the public relations based on this basic
framework, which integrates public relations and marketing
communications. Figure shows the development of a public relations
model. The model is developed in six phases in the development of public
relations strategies. Each phase may be viewed under two main headings:
• The level of PR strategies – corporate or project
• The Focus of PR strategies – external and internal considerations.
This relates to the fact that the management of public relations as a
business process is concerned with communications with external
audiences, which are clients, government, shareholders and investors, local
communities, the media and the general public, and internal audiences,
including management and other staff within the organization.

42. The following sections will examine each main phase in the framework.

43. What kind of event had Shoppers stop organized in recent time and
what was the role of PR department in it?
ANS- Appearance is perceived as a reflection of one’s individuality. The
way one is groomed, one’s attire is a very important part of their personality.
Clothes form an essential element of a woman’s persona and can make her
feel good about herself.
Ms. Sheetal Choksi said, “Today is a day for the celebration of
womanhood. It is a day when we can pamper ourselves and indulge in our
desires. Looking good and being appreciated is every woman’s dream. We
are sure that these collections will enhance the beauty of every woman and
make them feel beautiful inside as well as outside.” For this reason
Shoppers’ Stop made this International Women’s Day special for all its
women customers with an exciting fashion show displaying the spring
summer collections of top Indian designers like Priyadarshini Rao, Anshu
Arora Sen, Rohit Bal, JJ Vallaya, Suneet Varma and many more at The
Club, Andheri. These trendy collections are now available at Buzz at the
Shoppers’ Stop stores in Bandra, Juhu and Malad in Mumbai.
Media Potential
• Excellent • Good • Poor
PR brief
International Women's Day (IWD) is celebrated on 8th March every year.
It is a way to felicitate the achievements of women who have achieved
excellence in economic, political or social strata of society.

44. PR Objective
1. To enforce Shoppers’ Stop’s commitment to its image of ‘Shopping.
And Beyond’ through the celebration of international holidays and
festivals.
2. To communicate that Shoppers’ Stop is poised to provide the best to its
female customers in terms of brands, trends and fashion.
PR Plan
Suggested Activity 1
Celebrity Shopping –For the woman of my life:
Advisory recommends:
• A male celebrity visits the Shoppers’ Stop store to buy gifts for the
woman/women in his life, i.e. mother, wife, sister, girlfriend, and
daughter.
• He could be interviewed at Brio where he speaks special things about
the woman.
Agency suggests leveraging the same exclusively with one electronic
channel.

45. Suggested Activity 2
Felicitate a woman of substance for her extraordinary achievements:
Advisory suggests felicitating a woman who has got extraordinary
achievements in her life. She would speak of certain incidents that happened
in her life. She could be a social activists, female entrepreneurs, young
achievers, etc. For instance, Meera Borwankar
Advisory suggests the presence of a prominent celebrity for the event. This
would create a good photo opportunity.
Create an artistically collated collection of rare pictures of the women who
have changed the face of Indian society such as Indira Gandhi , Sonia
Gandhi ,Rani Laxmi Bai ,Mother Theresa ,Kalpana Chawla ,Kiran Bedi ,
Arundhati Roy , Kiran Desai ,Sarojani Naidu ,Savathri Bhai ,Medha Patkar
etc.
This collage would be unveiled by the woman who would be felicitated.
This collage would have proper branding around it, which would serve as a
good photo opportunity.
Suggested Activity 4
Makeover at Shoppers’ Stop
Advisory suggests a makeover session at Shoppers’ Stop for a special
woman with phenomenal achievements, which can be leveraged exclusively
with one electronic channel.
Target Media
Mainlines, Electronic & leading regional publications

46. BIBLOGRAPHY
• Primary Information from head of the PR department Ms.
Sheetal Choksi
• Primary Information from Perfect Relations
• Geeta Shashidharan, subject teacher.
• Principals Of Public Relation – C.S Rayudu &
K.R.Balan
• www.learningpr.com