Public relations and publicity

1. Dr. D Veerendra Heggade Institute of Management Studies and
Research Business school in Vidyagiri Dharwad.
Title : Public relationship and publicity
Presented By
Gulfam Bademiyyanavar
Usha Mantragar

2. What is public relationship?
 Public relations (PR) is the process of maintaining a favorable image and building
beneficial relationships between an organization and the public communities,
groups, and people it serves.
 Public relations can be: proactive – for example, sharing positive news stories to
raise your business profile. reactive – for example, responding to an event that can
have a negative impact on your business's reputation.

3. Types Of Public Relationship
• Strategic communications.
• Media relations.
• Community relations.
• Internal communications.
• Crisis communications.
• Public Affairs.
• Online and social media communications

4. Importance of Public Relationship
 Medium Of Communication : The first and the foremost function of public relation which is
considered very important is that it provides a means of Communication between the
company and all the potential customers.
 Maintain Presence In The Market : Public relation is the one through which the customers
in the market know your presence in the market that you are providing all your services and
products in the market and you remain present visible in their eyes.
 Branding Of The Organisation : In today’s market competition is very tough and
every organisation needs to work hard to satisfy their customer wants. In today’s time,
customers are moving towards the brand to increase their reputation and status in society and
so, therefore they all want to use best out of all. And if an organisation is not working towards
its marketing strategy and then it stands nowhere in the competition.

5. Functions of Public Relationship.
1. Anticipating, analysing, and interpreting the public opinion and attitudes of the public
towards the brand and drafting strategies which use free or earned media to influence them.
2. Drafting strategies to support the brand’s every campaign and new move through editorial
content.
3. Writing and distributing press releases.
4. Speechwriting.
5. Planning and executing special public outreach and media relations events.
6. Writing content for the web (internal and external websites).
7. Developing a crisis public relations strategy.

6. What is Publicity?
 Publicity is a mode of promoting a business to create brand awareness among people
through media coverage and other modes of public communication without incurring any
costs. The core objective is to create brand awareness via spreading brand-relevant
information through non-paid mass media platforms.
 Publicity is actually a part of any brand’s marketing strategies where marketers target all
possible effective sources of mass communication. Marketers strengthen their networks
with vloggers, bloggers, public figures, celebrities, and other similar channels and provide
them with favorable information that can get a brand to headlines (in a good way).

7. Types of Publicity
 News : Dispersing information by featuring in any recognized media outlet. For instance, Toyota was featured
in Forbes as how the company bettered their employee policy during the corona pandemic.
 Social Efforts : Companies organizing a charity or other social events to create brand awareness. For
instance, Coca-Cola Ireland donates funds to youth with amazing business ideas through a specific charity fund.
 Digital Activities : Brands share different types of images, activities, images, etc., on their social media platforms
such as Twitter, LinkedIn, Facebook, Instagram, etc. Innocent Smoothies tweet images or video content shared by
their fans on their official Twitter account.
 Partnerships : Partnering with other established brands helps businesses to gain publicity. If one brand hits the
headlines, the partner will also get its share. For example, the partnership between Lyft and Netflix is a classic
example of gaining publicity by partnering.
 Events : A lot of brands sponsor music concerts, trips, tours, or other such events. Moreover, companies also
sponsor influencers, celebrities, industry experts, etc., to get into the limelight. Reebok sponsored Shakira’s
worldwide concerts back in 2002. The company announced it in a press conference, and Shakira officially became
Reebok’s brand ambassador.
 Conferences : Business conferences help the brands get the attention of investors and other industry giants. For
example, India Mobile Congress holds conferences every year to attract entrepreneurs and “big boys” from Digital
and Telecommunication Industries.

8. Importance of Publicity
• Builds Credibility. The idea behind publicity is to promote or create brand awareness rather
than advertising. That’s why when a neutral or independent credible source spreads
information about a brand; it creates a sense of credibility in public.
• Lightening Quick Promotion. Internet and social media have made it super easy for brands to
disperse information in the minimum possible time. Just create a trend or a hashtag, and off
you go.
• Cost-Effective. Publicity, if done right, can be very effective in creating brand awareness but
most importantly, it is way cheaper as compared to traditional modes of marketing or brand
promotion and can yield more benefits.
• Spreads High Volumes of Information. Advertisements or other traditional modes of
marketing/brand promotion contain limited information. However, publicity is a great tool to
educate people with more information in the form of word of mouth, video content, journals,
news articles, and viral marketing.

9. Difference Between Publicity And Public
Relationship.
Basis For Comparison Publicity Public Relations
Meaning Publicity refers to a public
relation function, that uses any
communication channel to
convey news or information
about someone or something,
through media.
Public Relations is a marketing
tool, that is used to maintain
goodwill and reputation of the
company and its product
among people.
Control It is not under the control of
company.
It is controlled by the company
Nature Positive or Negative Positive
Form of communication Non-paid Communication Paid Communication
Intends Public awareness Public attention

10. Conclusion Public Relations
 In conclusion, Public Relations is difficult to define because of its all-encompassing nature
and the fact that are many variables that must be considered. As we have seen in the various
definitions of public relations simply stated it is all about formulating and maintaining
relationships between a company and its publics. Understanding and knowing these publics
or groups of people is what complicates matters relative to public relations. Moreover, each
of these publics has their own personal opinions, beliefs, ethnicity, etc., which make matters
even more difficult for an organization. So not only are organizations having to deal with
varied groups of people, but they must interact with the publics in many different manners
and approaches. Given all this, arriving at a comprehensive, all-inclusive definition becomes
rather complex.

11. Conclusion on Publicity
 Publicity will continue to play an important role in improving the competitiveness of
products in future because of the following reasons. First, publicity ensures credibility since
the message about the product emanates from an independent source. As the public becomes
more informed about the consequences of consuming various products, publicity will be one
of the tools that companies will use to enhance the credibility of their brands.
 Second, publicity is cost-effective and provides a lot of information to the public. As
competition increases in various industries in future, companies are likely to turn to publicity
to improve their brand awareness at low costs. Finally, technological advancements such as
the use of the internet and smartphones to access real-time information will enhance the
suitability of publicity in marketing.