pre foundation 6

8/7/2019 pre foundation 6

http://slidepdf.com/reader/full/pre-foundation-6 1/8

ISB&MSCHOOL OFCOMMUNICATION

E-mail: admission s @isbmmedia.edu.in Website: www.isbmmedia.edu.in

Tab le

of

Contents & Summary

Asst. Prof.

Manju Rughwani

I.

INTRODUCTION...................... ........ ................................. .. .. ...pg. 2

II.

DEFINITION OF PUBLIC RELATIONS........ ... ...................

............. .. pg. 2

Employee communications

Community relations

Media relations

Pre- F oundation Course 201 0

Pre- F oundation Course 2010

PUBLIC RELATIONS

Understanding its functions, tools and techniques,

Lesson 6 .

Internal and external publications

PR support to marketing

III .

FUNCTIONS OF PUBLIC RELATIONS ........ ........ ............ ...................pg. 3

Print media

Online PR tools

Electronic media

IV.

SKILLS OF PUBLIC RELATIONS PROFESSIONAL ........ ....... ....................pg. 3

PR support to financial operations

PR agency coordination

PR budgeting

VI.

TOOLS AND TECHNIQUES OF PUBLIC RELATIONS . ............ ..

....... .... ...pg. 5

V.

DUTIES AND RESPONSIBILITIES OF A PUBLIC RELATIONS MANAGER....... .

.pg. 4

VII. PUBLIC RELATIONS CAMPAIGN: A STEP BY STEP GUIDE . ........ ..... ...... .. .pg. 6

Asst. Prof .

Manju Rughwani M.Com (University of Pune), Post Graduate Diploma in Journalism and MassCommunication (IGNOU), Pursuing PH D (University of Pune)

.

Introduction of the Author

Visual communication

Sponsorships and eventsPress releases and press kits

Trade fairs and exhibitions

House journal

Step One: Research

duties of a PR professional, and how to plan PR campaigns

Step Two: Situation Analysis

Step Four: Identifying PublicStep Five: Identifying Stakeholders

Step Three: Objectives

Step Six: Key Messages

Step Seven: Strategy

Step Eight: Tactics

Step Ten : BudgetStep Eleven: Crisis Issues And Management Place

Step Nine: Timescale

Step Twelve: Evaluation



DEFINITION OF PUBLIC RELATIONS

ISB&M School of Communication

Lesson: 6

P re- F oundation Course 2010

INTRODUCTION

WHAT exactly do you mean by public relations? Why does public relations play a significant

role in times of cut-throat competition?

Every business depends on customers for sales and profits; organisations depend on employeesfor productivity; industry relies on skilled professionals; society depends on the governmentto provide basic utilities and so on. All these have created a great need for relationships andcommunications among all people at different levels. Times are changing. Business, trade and commerce are becoming extremely competitive inthis age of globalisation. Companies need to have an edge that makes them stand out fromthe crowd. For this, it becomes necessary to know and understand how the world of publicrelations functions revolves. Simply put, public relations or PR is all about creating a two-way communication betweenan organisation and target groups. It aims to enhance corporate image and reputation,resolves conflicts of interest, seeks common areas of mutual interest and establishescomplete understanding based on truth and knowledge.

PR has been defined differently by management scholars and experts. According to SamBlack, a British PR practitioner in his book Practical Public Relations, The purpose of Publicrelations is to establish a two way communication to resolve conflicts of interests and toestablish understanding based on truth, knowledge and full information. In the words of Edward Bernays, Public relations is an attempt by information, persuasion and adjustmentto engineer public support for an activity, cause, movement or institution.

From the above definitions, public relations practice includes the following:

1) Everything that is calculated to improve mutual understanding between anorganisation and the public. This includes internal and external public.

2) Advice on the presentation of the ‘public image’ of an organisation.3) Action to discover and eliminate source of misunderstanding.4) Action to broaden the sphere of influence of an organisation by appropriate

publicity, advertising, exhibition, films etc.5) Everything that is directed towards improving communication between

people or organisation.




Pre- F oundation Course 2010

DUTIES AND RESPONSIBILITIES OF A PUBLIC RELATIONS MANAGER

Have excellent communication skills

Have good knowledge of media

of media

Understand the management process

Should have business acumen

Is highly creative

creative

Have a flair for writing

Should be a great motivator

Gets along with difficult people

Have drive and enthusiasm

Is a good listener

Have good sense of anticipation

Have tolerance for frustration

The public relations manager will report directly to the managing director. He/she shallbe responsible for all public relations operations for the company.

Employee communications: The PR manager will work closely with the personneldepartment by establishing first class communications between management andemployees. They keep the employee informed about promoting productivity, efficiency,discipline etc

Internal and external publications: The PR manager will be responsible for editing, andproduction of all PR publications issued by the company.

Community relations: The PR manager must maintain good relations with thecommunity by organising tours, representing the company at local functions, co-operatewith local officials and liaising with government officials.

Media relations: The PR manager will be responsible for all relations with the local,national and international media for transmission of company information for publicity.





It includes print, electronic and cyber media. They will be responsible for acting asspokespersons for the company. They will answer or provide answers to all questionsfrom journalists.

PR support to marketing: The PR manager will maintain constant liaison and support with

the sales and marketing divisions. This includes product and institutional publicity,assistance in launching products, development of market related publicity material,publication of dealer magazine and others.

PR budgeting: With the inputs from top management, the public relations managerwill prepare the annual public relations budget and maintain PR expenditure.

PR support to financial operations: The PR manager will coordinate with his/heractivities with the finance director for the publications of annual financial report to share

holders. They need to handle financial press release and logistics for the annual generalmeeting of the company shareholders.

PR agency coordination: The PR manager will be responsible for the selection andvisioning with the designated PR agency in implementing and planning the PR campaigns.

TOOLS AND TECHNIQUES OF PUBLIC RELATIONS

There are different tools and techniques of public relations for different kinds of targetaudiences. Some of these are listed below.

Print media: Printed communications are aimed to educate the public about theorganisation and its products. Print media broadly comprises newspapers and magazines.It also includes leaflets, folders, booklets, annual reports, house journals, press releases etc.

Electronic media: Electronic media includes audio-visual communication like radio,

television and films. Here, the PR professional can send its representatives to participatein TV programs or talk shows on radio. Also, corporate films can be produced to developpublic relations and mobilise public opinions.

Online PR tools: These include Email, social networking sites Facebook, Twitter,LinkedIn, blogs, Wikis, websites, discussion forums and search engine optimisation.





Visual communication: Visual communication plays a major role in the credibility of apress release. It includes photographs, graphs, charts, graphics as well as pictorials.

Trade fairs and exhibitions: Trade related exhibitions provide an opportunity for

organisations to interact with customers or corporate clients. Exhibitions draw a hugenumber of prospective buyers to one place and offer a fertile ground for PR manoeuvres.

Sponsorships and events: Providing sponsorships to events of public interest havealways been a potent PR tool used by organisations. Apart from promoting an image of good corporate citizenship, sponsorships can give high visibility to a company and itsproducts. Sports, art exhibitions, concerts and community welfare programmes are thefavourites for corporate sponsorships.

Press releases and press kits: These are aimed at communicating and maintainingmedia relations. A press release is used to convey news to the press on behalf of theorganisation. It provides information about product launches or new achievements atthe management level. A press kit includes written information such as a news release,organisation background, biographies of key spokesperson and other supporting materialsthat provide information useful to journalists.

House journal: It is an internal publication produced by an organisation in orderto inform and entertain its employees and to generate better internal communicationand relationships.

PUBLIC RELATIONS CAMPAIGN: A STEP BY STEP GUIDE

STEP ONE: RESEARCH: No matter what kind of PR activity you’re involved in,research will be at the core of it. Depending on what you’re doing, different research

methods can be used at various times for different target groups. The research methodsare categorised into two groups:

Primary: It includes first hand information like questionnaires, one-on-one interviews,telephone interviews, focus groups, blogs etc.

Secondary: It involves gathering information from already published sources like books,journals, papers, libraries, Internet etc.





STEP EIGHT: TACTICS:

The PR profession has a number of tactics. The challenge ischoosing the right tactics to meet the objectives. Again, depending on what type of campaign you’re involved, you might use media relations, lobbying, events, interviews,blogger relations, presentations, consultations, newsletters, competitions, podcasts,stunts, websites, conferences, photography, video news releases etc.

STEP NINE: TIMESCALE: Once you know the overall strategy and tactics, you’ve thengot to allocate a time to do it. A timescale allows you co-ordinate your tacticsappropriately and helps you be aware of certain deadlines.

STEP TEN: BUDGET: Allocating the budget is an essential part of a campaign so allcosts should be taken into consideration. A PR budget allows you to allocate money tothe specific areas of the campaign. It may include operating costs, human costs as wellas equipment costs.

STEP ELEVEN: CRISIS ISSUES AND MANAGEMENT PLACE: Risk is an inevitablepart of some PR campaigns, so being thoroughly prepared in case a problem does occuris paramount.

STEP TWELEVE: EVALUATION: The evaluation is an ongoing process particularly in along-term PR campaign so it is critical to constantly review all specific elements.Evaluating a campaign should be done in two ways. One is an ongoing review. Anotheris an end review. Ongoing will be carried out throughout the campaign, while, the endreview will take place after all PR activity has finished and where the final results willbe compared against the campaign objectives.

Key point s:

Publi c r elat ions is a two way communication between an organisation and target groups.It is to maintain goodwill and enhance corporate reputation.

PR t ools and t echniques are print media, electronic media, online media, events,exhibitions, house journals, press releases, visuals etc.

Dut ies and responsibi li t ies include employee communications, internal and externalpublications, media relations, budgeting, community relations and support to marketingand finance activities.

PR campaign planning: The PR campaign comprises twelve stages. These include research,situational analysis, objectives, strategies, tactics, identifying public, identifyingstakeholders, timescale and evaluation.

*****

pre foundation 6

Documents

Transcript of pre foundation 6