1. Introduction to Public
Relations
An overview

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. Defining the Publics
The term public (active audience)
includes any group of people tied
together, however loosely, by
some common bond of interest or
concern and who have importance
on an organization.

4. 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.

5. Defining Public Relations
Public relations, according to the Institute of Public
Relations (IPR), is about the 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 behavior. 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.

6. 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 (1914-1918) also
helped stimulate the development of
public relations as a profession.

7. Origin of PR contd…
Many of the first PR professionals, including
Ivy Led better Lee, 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

8. Basic Functions of PR
 Press or Media Relations
 Product Publicity
 Corporate Communications
 Lobbying
 Counseling
 Crisis Management

9. Developing friendly media relations
 Critical appreciation of media requirements
 Understanding the role and responsibility of
journalists
 Understand your organization, its policies,
programs, and also the structure and
functioning of a typical media organization

10. Product publicity
 Public relation officer utilizing their
potential, he makes the product
publicity and awareness a breeze,
channeling all required information for a
product to all possible media in a
consistent and straightforward manner.

11. Corporate communication
Creation of a state-of-the-art and
precise corporate PR strategy is
aimed at image lifting through
analysis of possible events and
trends, forecasting of their
consequences, meeting with the
executives of the organization and
implementing the necessary
strategies and programs, thus
bringing benefits both this
organization and the society at
large. Eg. Filmfare awards.

12. Lobbying
 Lobbying (also Lobby) is a form of
advocacy with the intention of influencing
decisions made by legislators and officials in
the government by individuals, other
legislators or groups. A lobbyist is a person
who tries to influence legislation on behalf of
a special interest or a member of a lobby.
Eg- Governments or the corporate world
often define and regulate organized group
lobbying that has become influential on
policy. ….2G Scam

13. Counseling
 Counseling is a scientific process which is
largely accepted by many of us. Whether its
vocation guidance or coping with personal
trauma counseling surely makes it easy for us to
seek professional guidance. There are many
subjects that require counseling. With changing
times our lifestyle offers us so many advantages
that make life easy but at the same time it is
important to acknowledge the side effects of a
routine fast paced life.

14. Counseling

15. What can become a crisis?
1. Products/services related issues

16. What can become a crisis?
- Incidents at sites,
- Business strategies,
 E.g.- Anil- Mukesh Ambani business
crisis.
- Actions of pressure groups
 E.g- Mr. Sharad Pawar agreed to released
food grains to the BPL.

17. Crisis management
 Being a Public relations
officer you must get ready to
face various kinds of crisis.
- Preparing for a crisis
- Managing a crisis
- Communicating in a crisis

18. What is crisis?
 Any event which can create opinion
that :
 Products/services are harmful
 Plans/processes detrimental to
 investors, communities, employees,
etc.

19. Specialty PR
 Foodservice PR
 Healthcare PR
 Technology PR
 Entertainment & Lifestyle PR
 Financial PR

20. Foodservice PR
 In its most basic form it can be split into two
clear types - the profit and the cost sector.
Profit operators meanwhile offer far greater
potential gains to the manufacturer - pricing is
flexible, important consumer insight key.
Cost sector operators, such as education
and healthcare caterers, do not derive
substantial margins - the supply of meals is
not the core function of their business, merely
a necessity. Provision is dependent on contract
and pricing controlled or fixed.

21. Healthcare PR
 Individuals that specialize in health care public
relations are in charge of handling the internal and
external communications for a health care facility.
They interact with physicians, nurses, managers,
administrators, and patients, and therefore must have
excellent communication skills. Some of their
responsibilities include writing for internal publications
such as newsletters, handling calls from the media,
as well as writing and creating various material that
promote the services offered at that facility.

22. Healthcare PR
 Public relations specialists may also be called
upon to prepare marketing plans that
highlight various aspects of an organization.
The most important function of this position
is handling all communications with the
public. They may organize events between
the organization and the public, or they
might prefer to correspond by publishing
press releases. Public relations specialists
must be highly organized and be prepared to
deal with a variety of situations.

23. Technology PR
 Having clear messages and public
relations programs in place that enable
technologists, scientists and other
experts to distinctly articulate their
vision can not only help them become
industry leaders and advance their
technologies, but provides
organizations with a voice in the
marketplace of ideas, facts, and
viewpoints to aid informed public
debate.

24. Technology PR

25. Entertainment & Lifestyle PR
 This PR specializing in literary, lifestyle and
entertainment communication services.
The clients include celebrities from TV,
film and music, authors and publishing
houses, medical professionals, industry
experts and various businesses. It works
intimately with clients to provide strategic
PR support that helps them achieve their
goals, image building, elevate status and
expose them in countless ways around the
nation.

26. Financial PR
 This PR specializing in corporate
disclosure responsibilities, stockholder
relations, and relations with the
professional investor community. Financial
public relations is concerned not only with
matters of corporate image, the
cultivation of a favorable financial and
investment environment but also with
legal interpretation, devotion to Securities
and Exchange Commission and other
government regulations.

27. Financial PR

28. Media in India
 The 1990’s saw a new phase in the Indian
economy.
 Liberalization, Globalization and
Privatization saw the increase in the advent
of the big companies/corporations entering
the Indian market
 It saw a boom of various channels providing
the mix of news and entertainment.
 Clients pay and sponsor programmes on the
Television and weave in their brands into the
programmes. For e.g.- A Nescafe mug on a
early morning breakfast show on a news
channel.
 E.g.- Media partner/ sponsored programme.

29. Public Relations Process
 Fact Finding and data gathering
(Research)
 Planning and Programming (Follow
the Principles of Management-
Motivate to fans associations)
 Action, Relationship-building and
communication
 Evaluation (measurement, response
from the target)

30. Reaching the publics : Publicity
Media
 Print Media
 Broadcasting Media
 Online Media
 Outdoor Media
 Traditional Media
But, one has to be aware of each
media’s advantages and limitations…

31. PR Tools
 Press Release : A press release, news
release, media release or press
statement is a written or recorded
communication directed at members of the
news media for the purpose of announcing
something claimed as having news value.
 The aim of which is to attract favorable
media attention to public relations
professional's client and/or provide publicity
for products or events marketed by those
clients. A press release provides reporters
with the basics they need to develop a news
story.

32. PR Tools
 Press releases can announce a range
of news items such as: scheduled
events, personal promotions, awards,
new products and services, sales and
other financial data, activities, etc.
They are often used in generating a
feature story or are sent for the
purpose of announcing news
conferences, upcoming events or
change in corporation, etc.

33. PR Tools
 Press Invite : A news conference
or press conference is a media
event in which newsmakers invite
journalists to hear them speak and
most often ask questions. A joint
press conference instead is held
between two or more talking sides.

34. PR Tools
 Press Conference : An interview
held for news reporters by a political
figure, famous person or any
companies, establishment or
organizations, etc. Also called news
conference. It can be done pre or
post event.

35. PR Tools
 Press Briefing : The act or an
instance of giving instructions or
preparatory information to the Media.
It’s a meeting at which such
information is presented and the
information trying to conveyed. Press
Briefing generally given by the
SPOKESPERSON or spokesman or
spokeswoman with the help of their
Public Relations Officer.

36. PR Tools
 Press tours :Organized by the
organizations, firms, companies,
Institutions, etc. to their establishments
for the Media. These tours help you
achieve your story goals while saving
you time and money. They arrange
interviews, tours, tasting and lunches
with owners, winemakers, and cook
through private, personally escorted
media tours.

37. PR Tools
 Interviews : Reporters interviews to
gather information and do research.
Even if they report a story based on a
written study or official documents,
they need to conduct interviews to
flesh out the facts, provide
perspective, obtain quotes and add
interest. In other cases, interviews
alone comprise the entire premise for
an article.

38. PR Tools
 Interviews : The media interview
can take several formats. Many
reporters prefer to interview a source
in person whenever possible.
Conversation generally flows more
naturally in person, and a reporter
can draw details from your
surroundings using visual cues and
other sensory information that they
otherwise wouldn’t experience.

39. PR Tools
 White papers (This concept is popular in Foreign
countries-Its nothing but a research based
article) : A white paper (or "whitepaper") is an
authoritative report or guide that often addresses
issues and how to solve them. White papers are
used to educate readers and help people make
decisions. They are often used in politics,
business and technical fields. In commercial use,
the term has also come to refer to documents
used by businesses as a marketing or sales tool.
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40. White papers as PR tools

41. PR Tools
 Category articles : By this tools PR
Professionals does write-up on the
category wise which is indirectly
related with their products or
services, etc. (For e.g.-Any
Company, firms organization or
establishment writes articles on the
Aurveda- not on the direct product
like Medimix soap, etc.)

42. PR Tools
 Events
 Speeches
 Road-shows
 Exhibitions
 Fairs
 Group meets
 Street plays, folk theatre, etc.
 House journals, Brochures, Annual Reports
 Photo Shoots
 Developing films & Literature
 Virtually accessing people through company
websites, blogs, e-mails, etc.

43. PR Tools
 Direct mails
 Stickers, posters, labels to serve as
reminders
 Racks or bins for display of products
 Identification on the pack
 Specialty gifts like calendars, diaries, pens,
key chains, etc.
 Provision of any necessary leaflets,
catalogues, etc. to assist customer’s
decision to buy.
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44. Media Analysis and Evaluation
(MAE)
 In a 1966 lecture at the Kaufman Art
Gallery in New York City, Marshall
McLuhan said, “The medium is the
massage, not the message…. It really
works us over; it really takes hold and
massages the population in a savage
way.”

45. MAE
Media evaluation and analysis is the
first key step of PR measurement. It
involves thorough research of media
coverage given to your client and its
impact on the publics thorough
various methods.

46. Why do MEA?
 Testing the affect of the message given to
the public (Public Relations Campaigns)
 Finding out the image of the organisation
in the eyes of the publics
 Status : Organisation vis-à-vis
Competitors
 Media’s treatment to the Organisation

47. Media Content Analysis
 Byline
 Length
 Advertising value
 Impressions
 Editorial tone
 Headline
 News-release tracking
 Photographs
 Prominence
 Spokespersons (name included or not)
 Story subject
 Story summary
 Strategic messages

48.  Evaluation : After you have implemented the
tactics, review the results of your project. Ask
yourself these four questions:
1. Did you meet your measurable objectives?
2. Did the story placed in the media emphasize
your key messages?
3. Did the story appear in a Media your
audience reads/watch/listen?
4. Do your key target audiences have a better
understanding of your company?
After you have reviewed the results of your
program, make adjustments to your
strategy and objectives and continue
implementing your revised strategy.

49. 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 G. C. Banik .
 The Corporate Peacock-Rita Bhimani
 Public Relations for your business- Frank Jefkins.
 The Art of Public Relations by CEO of leading PR
firms.

50. Thank You