We were told to select a article related to Pr and then analze it in context to Pr theorys

1. An overview
Introduction to Public Relations

2. What is Public?
A public is any group that has an actual or potential
interest in or impact on a company’s or a person’s ability
to achieve its objectives.
What is Relations?
It is the result and outcome of mutual understanding
derived from the process of sharing common interests.

3. What is Public Relations?
Public Relations (PR) involves a variety of programs
designed to promote or protect a company’s image
or a person’s or individual products.

4. Defining Public Relations
Public relations, according to the Institute of Public
Relations (IPR), is about reputation. The result of what
you do; what you say and what others say about you.
The PR practice is defined as the discipline that looks
after reputation with the aim of earning understanding
and support, and influencing opinion and behaviour. It
is planned and sustained effort to establish and maintain
good will and mutual understanding between an
organization and its public – i.e., a company's staff,
suppliers, shareholders, customers, etc."

5. Origin of PR in the world
PR found itself originating in the media & publicists who
specialized in promoting circuses, theatrical
performances, and other public spectacles.
The First World War also helped stimulate the
development of public relations as a profession.

6. 1900s…
Public Relations evolved from individual ‘press agents’ and
publicists to counseling firms that offered their services as
experts in the field
America’s first publicity firm, The Publicity bureau was
founded in Boston in 1900
In 1906 the railroads made these bureaus more prominent
and soon they had their own PR departments

7. Ivy Ledbetter Lee
The early public relations practitioners
He helped develop many of the techniques and principles
that are followed today in PR
He believed in open communications with the media and he
was candid and frank in his approach to the press
He understood that good corporate performance was the
basis of good publicity.

8. Ivy Ledbetter Lee
His major contribution it is said was to humanize wealthy
businessmen and to cast big business in a more positive light
Lee was earlier a Wall Street Reporter who became a public
relations counselor with George Parker in 1904

9. Edward L.Bernays
He is credited with coining the term public relations counsel
in his first book on the subject, Crystallizing Public Opinion,
originally published in 1923. In 1928, he published
Propaganda, and in 1952, Public Relations

10. PR in the world
 In Europe, too, professional public relations
mushroomed after World War II as diplomacy and mass
communications became central to the stability and
reconstruction of scores of countries
 In the late 1940s and throughout the 1950s and 1960s,
the growth of public relations became evident in the
formation of national professional associations in South
Africa, Australia and Western Europe

11. Common Principles
There was general agreement regarding the basic principles
and practices of public relations; e.g., the power of public
opinion, the need for relationship-building between
institutions and their publics, the influence of the press as a
force for free speech, and the value of corporate citizenship

12. Common Principles
Public relations increasingly borrowed from and redefined
philosophical concepts such as human rights, fairness and
social freedom

13. Evolution of Public Relations Industry
in India
A systematic and organised practise of public relations in
India began with the Indian Railways.
During the first World War (1914-1918), the Central
Publicity Board was set up in India. This was the first
organised PR/Information set-up in the then British ruled
India.

14. Evolution of Public Relations industry in
India contd…
After Independence (1947), the government of India set
up a full-fledged Ministry of Information and
Broadcasting.
Soon after freedom, multi-national companies operating
in India for several years felt the need to communicate
with the Indian people more meaningfully led to Tata’s
setting up a Public Relations Department in Mumbai in
1943.

15. Retrospective…
Businessmen and industrialists preferred staying out of media
Profit was a dirty word
No significant growth of business media in the country -
Business India was launched in 1976 .Financial papers turned
pink only by 1989
Industrial houses engaged liaison officers- mainly family
retainers - retired bureaucrats

16. Retrospective…
They were fixers (spin) - They knew the style. They could
manipulate and manage
Their task was to look after bureaucrats, politicians and
journalists
They were relationship managers.
Wining and dining was an art - Nothing was impossible

17. Retrospective…
Professional PR came in with process of liberalisation.
1985 onwards….
Profitability became sign of success
Increasing competition in the open market needed strong
brands ,good marketing skills
Booming markets changed the face of business journalism
PR managers were needed for crisis management

18. Retrospective…
 Good communication skills became corner stone of
success
 Influencing opinion makers/ journalists, acquired more
importance than merely managing crisis
 Professional PR separated from advertising - event
management skills matured
 Fixers were replaced by good communicators
 Professional PR stills continues to be a mixed bag

19. Retrospective…
PR was largely restricted to management of new issues
in the new liberalised economy 1980-90
Advertising agencies offered PR free initially and then
for a fee
Companies started looking at PR as a long term strategic
need---Corporate Communications
PR could influence opinion makers, ensure change in policies -
lobbying

20. We need to…
Evolve uniform practices - code of conduct - strengthening
of professional bodies
Principles are the same - honesty, integrity and
transparency : Adherence to corporate governance
Long term professional integrity is more important than short term
organizational advantages

21. Propaganda
Propaganda: "... the manipulation of symbols as a means of
influencing attitudes on controversial matters" (Harold D.
Lasswell)
Unlike PR, which is often described as objective and
extensive information of the public, advertising and
propaganda are associated with manipulative activities.

22. Influence of Propaganda
Propaganda techniques were first codified and applied in a
scientific manner by Walter Lippman and Edward Bernays
Many of the first PR professionals, including Ivy Lee,
Walter Lippman, Edward Bernays, and Carl Byoir, got
their start with the Committee for Public Information
(also known as the Creel Committee), which organized
publicity on behalf of U.S. objectives during World War
I

23. Propaganda
Bernays coined the terms "group mind" and "engineering
consent," important concepts in practical propaganda work
World War II saw continued use of propaganda as a weapon
of war, both by Hitler's propagandist Joseph Goebbels and
the British Political Warfare Executive

24. The Communications Model by Lasswell
In 1939, Germany’s
frighteningly effective use
of propaganda prompted
President Franklin Delano
Roosevelt to create a group
of "top men" to start
working on anAmerican
version of propaganda –
just in case it was needed

25. The Communications Model by
Lasswell
During World War II, US Federal agencies used
Lasswell’s secret model to test a variety of propaganda
techniques and to create some very powerful propaganda
posters, films, and radio broadcasts
For example, it was discovered that "help win the war"
wasn’t the most effective slogan to use for selling war
bonds. It appealed to men, but not women. This led to
the development of a more effective slogan: "Help win
the war and bring the boys home"

26. The difference between publicity and
public relations …
The terms public relations and publicity are often misused or
confused.
They are not interchangeable.
Publicity is only one function of public relations. It is media
coverage — news stories, feature articles, talk show
interviews, editorials and reviews

27. Basic Functions of PR
Press or Media Relations
Product Publicity
Corporate Communications
Lobbying (is the act of attempting to influence decisions
made by officials in a government, most often legislators or
members of regulatory agencies.)
Counseling
Crisis Management
Investor Relations

28. Specialty PR
Foodservice PR
Healthcare PR
Technology PR
Entertainment & Lifestyle PR
Financial PR

29. Books for reference:-
Public Relations- The realities of PR by Newsom, Turk,
Kruckleberg
Principals of Public Relations-C.S Rayudu & K.R.Balan
Public Relations -Diwakar Sharma
Public Relations Practices- Center & Jackson
Effective Public Relations in Public and Private Sector by Banik
The Corporate Peacock-Rita Bhimani
lations for your business- Frank Jefkins
The Art of Public Relations by CEO of leading PR firms