Public Relations & Communications Public Relations & Communications HERO UNIT Training Module.
Public relations organisation
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Transcript of Public relations organisation
PUBLIC RELATIONS ORGANISATION
STAMFORD COLLEGE
DMC 115PRINCIPLES OF
PUBLIC RELATIONS
PREPARED BY :MS GOMALA SUKUMARAN
THE PUBLIC RELATIONS DEPARTMENT
ROLE,FUNCTION AND RESPONSIBILITESFour key activity areas :• Counseling and the formation of strategy.• Liaison within and outside the
organization.• Media relations and media management.• Event management .
PREPARED BY :MS GOMALA SUKUMARAN
ROLE
The role can be summed up as :• To provide management with
communication expertise in the form of counseling and active communications skills in order to further the interests of an organization or individual within the constraint of the IPR Code of Conduct.
PREPARED BY :MS GOMALA SUKUMARAN
FUNCTION• Public relations operates alongside the other
functions of the organization. • Its function is advisory and supportive :– To advise management of the most cost-effective
and efficient of achieving identified communications strategies and tactics.
– To implement strategic and tactical plans in order to achieve those objectives.
PREPARED BY :MS GOMALA SUKUMARAN
RESPONBILITIES
• To ensure that strategic and tactical public relations objectives are achieved.
PREPARED BY :MS GOMALA SUKUMARAN
STRUCTURE
• Departments should be organized as simply as possible.
PREPARED BY :MS GOMALA SUKUMARAN
PUBLIC RELATIONS DEPARTMENT’S ACTIVITIES
• A public relations manger’s job is one of great variety and covers many disciplines.
• The same goes for the work carried out by the department.
• It can vary from the distribution of media news, to the setting up of an exhibition, to planning a news conference or a site visit by notable persons.
PREPARED BY :MS GOMALA SUKUMARAN
CONTINUED…• Liaison with the public relations consultancy If one
is employed.– Public relations consultancies can provide a useful
service to supplement an in-house team.• Writing news releases, commissioning photographs
and feature articles.– So that they are suitable for publications in the targeted
media and make the necessary Public Relations points.– Briefing photographers and maintaining a quality
photographic library.
PREPARED BY :MS GOMALA SUKUMARAN
CONTINUED…• Distributing information to identified publics– So that they reach the intended publics in time to
be of value and are in a form where they will be valued.
• Maintaining an accurate media information service– Maintaining and updating contact lists– Creating and maintaining personal profiles of key
contacts
PREPARED BY :MS GOMALA SUKUMARAN
CONTINUED…• Training and rehearsal of organization staff
who will meet the media– To ensure they communicate effectively– To practice putting a contingency plan into
operation (eg : to be ready to handle a crisis)• Organizing events such as media visits,
receptions and conferences– Ensuring the correct people are invited– Monitoring who attends
PREPARED BY :MS GOMALA SUKUMARAN
CONTINUED…• Arranging media interviews with top
management– Ensuring the media has the facilities it needs– pre-briefing, training and rehearsal of the managers
• Editing and production of house journals, annual reports, external journals and other printed publications– To project the corporate image– To provide useful and valued service to publics
PREPARED BY :MS GOMALA SUKUMARAN
CONTINUED…• To provide a full service from concept, through
planning, creation, management, evaluation for such as– Commissioning corporate identity programs– Presentations and presentation material for video
and slide presentations– Exhibition material and presentation– Sponsorship programs– Sales and dealer conference
PREPARED BY :MS GOMALA SUKUMARAN
PUBLIC RELATIONS STAFFING
PREPARED BY :MS GOMALA SUKUMARAN
PR MANAGER• Responsible for the Public Relations
functions.• Report to a member of line
management- often through the office of the chief executive or managing director.
• In large organization Public Relation manager may be full directors.
PREPARED BY :MS GOMALA SUKUMARAN
PUBLIC RELATIONS OFFICER
• Working Public Relations people.• Have on-going external contacts
and provide liaison between pr function and its range of contacts and publics.
PREPARED BY :MS GOMALA SUKUMARAN
JOB DESCRIPTION PR MANAGER PRO
• Provide sound and timely advice on all aspects of Public Relations to the board.
• Ensure that the organization operates within a Public Relations policy appropriate to their business needs.
• With the co-operation of the board, monitor and co-ordinate the Public Relations activity throughout the organization to ensure consistency of management statements and actions.
PREPARED BY :MS GOMALA SUKUMARAN
TO ACHIEVE THIS HE/SHE WILL..• Work with the directors of the organization to :– Identify cultural and political developments which do
(or may) impact upon the business.– Take these into account when planning business
strategy.• Develop short, medium and long-term plans to
create and maintain good relationships with identifies publics.
• Ensure that all activities are carried out on time and to the overall plan.
PREPARED BY :MS GOMALA SUKUMARAN
CONTINUED…• Maintain close and effective day-to-day
working relationships with directors and managers of functions.
• Communicate the board’s Public Relations policy throughout the organization.
• Select, train, guide and motivate staff to ensure that the public relations department can carry out its responsibilities effectively and efficiently.
PREPARED BY :MS GOMALA SUKUMARAN
CONTINUED…• Maintain personal contact with key
correspondents in appropriate media.• Maintain the highest professional
standards in all public relations matters.
PREPARED BY :MS GOMALA SUKUMARAN
PERSONALITY AND QUALIFICATIONS
• To make a career in public relations takes dedication.• There is no short cut, because the
basics have to be learned.• There is a lot of hard work, unsocial
hours and background study.
PREPARED BY :MS GOMALA SUKUMARAN
KEY QUALITIES IN PUBLIC RELATIONS
• Integrity • Truthfulness• Sense if fair play• Sound judgment• Orderly thinking• Creativity• Energy• versatility
PREPARED BY :MS GOMALA SUKUMARAN
OTHER QUALITIES
• Public relations knowledge• Public relations ability• Management ability• Ability to work under pressure• Sensitivity to situations• Communication skills• A wide range of general knowledge• Patience• The ability to bounce back, cheerfully, when under
pressure.
PREPARED BY :MS GOMALA SUKUMARAN