PR Programme Analysis

8/7/2019 PR Programme Analysis

1/11

PR PROGRAMME

CASE STUDY

ANALYSIS

PRESENTED BY:-

NAINA MEHROTRA

NEHA PATHAK

NEHA MEHTA


2/11

PR Programme

THE ANALYSIS

DEFINITIONS OF PUBLIC RELATIONS

Public Relations is the deliberate, planned and sustained effort toestablish and maintain mutual understanding between on organization

and its publics.

AS HERE WE ARE THE PUBLIC RELATION MANAGER THEPROCESS WE SHOULD FOLLOW:-

PUBLIC RELATIONS PROCESS

The definition of Public Relations as relations with the general public

through publicity, those functions of a corporation, organization, branchof military service, etc., concerned with informing the public of its

activities, policies, etc., attempting to create favourable public opinions.

Public Relations is the planned effort to influence opinion through goodcharacter and responsible performance, based upon mutually satisfactory

two-way communications.

1) Research-listening: This involves probing the opinions, attitudes andreactions of those concerned with the acts and policies of an

organisation, then evaluating the inflow. This task also requires

determining facts regarding the organisation: "what's our problem?"

2) Planning-decision making: This involves bringing these attitudes,

opinions, ideas and reactions to bear on the policies and programmes of

the organisation. It will enable the organisation to chart a course in theinterests of all concerned: "Here's what we can do."

3) Communication-action: This involves explaining and dramatizing

the chosen course to all those who may be affected and whose support isessential: "Here's what we did and why."


3/11

4) Evaluation: This involves evaluating the results of the programme

and the effectiveness of techniques used: "How did we do?"The first phase of Public Relations process is identifying and listing out

the information or message to the communicator.

The second phase of Public Relations is process to ascertain the existingimage or awareness level about the issue in the target group or common

public.

The third phase of Public Relations is developing of communicationobjectives and priorities.

The fourth phase of Public Relations is deals with developing the

message and choosing the media to transit.

The fifth phase of Public Relations is the implementation of the message

and media, coordination or the dissemination of message.The sixth phase of Public Relations is communication process to check

whether message reached properly and the expected action or behaviour

or knowledge on image factors.

Objective of the programme:

The main objective of this PR programme is to clearly communicate the

government's stand that plastic bags on burning release a carcinogenicchemical Dioxin.

Also, communicating government's message to stop usage of

plastic bags and use paper or cloth carry bags instead.


4/11

Communication Programme

The first step in developing a communication program is to develop a

strong message which can influence the targeted audience.


5/11

For achieving the desired result, the message should be developed

properly and clearly. The appropriate message will have the followingthree attributes:

1) Clear2) Correct and

3) Concise

Clear:

The message is free from ambiguity and it is necessary to ensure that

slang phrases usage are avoided and also the message should be free

from perceptional distortion problems. As far as possible, one should use

simple language, simple style, appropriate words and right tone.

Correct:

The credibility of the message is based on the credibility of the source

and also the correctness of the content. It is essential to ensure that theinformation provided (message) is true, to unbiased and there is a source

to verify it. It is essential to avoid content based on rumors, hearsay as

well as source of no origin.

Concise:

Since message dissemination involves time and effort for transmitting aswell as receiving or absorbing. Hence message should be crisp enough

to give information and at the same time not occupying more time of the

receivers valuable time. The content should revolve around the core

element of the message; frills and verbose /ornamental language need to

be avoided. The effectiveness of the message is depend upon the abovethree attributes and if even component is missing or negative, the result

will also be negative or not as per the expectations.


6/11

Target Audience: The target audience of this PR campaign is thegeneral public of the country with age group of 10 years and above.

Through this PR campaign the government wants to reach every citizen

of the country with a strong message that the government's stand that the

burning of plastic releases Dioxin.


7/11

Key Message:"Say 'NO' to plastic bags, Save the Earth"

NEED FOR PUBLIC RELATIONS

Investing on Public relations will help the organisation to achieve its

objective effectively and smoothly. Public Relations is not creating good

image for a bad team. Since false image cannot be sustained for a long

time. Though the organization product or services are good it need an

effective Public Relations campaign for attracting, motivating the publicto the product or service or towards the purpose of the programme. It is

not only encourage the involvement from the public and also resulting in

better image. An effective Public Relations can create and build up the

image of an individual or an organisation or a nation. At the time ofadverse publicity or when the organisation is under crisis an effective

Public Relations can remove the "misunderstanding" and can createmutual understanding between the organisation and the public.

Selection of Media

As this campaign is for the general public, so the reach of this messagemust be country-wide and therefore the following media tools will be

used for this PR program:

1. Print media: This media tool will enable us to reach the educated/

literate audience, rural as well as urban. Through this tool it is easy tocatch the attention of the reader. Moreover, reputation of the newspaper

is useful in disseminating information. The cost of this tool is directly

proportional to the amount of circulation possible.

2. Television: Through this media tool we can have a better impact on

the audience's mind as demonstration is possible and visuals have better

impact and recall. The cost of this tool is less as compared to others & it

has quick access to the masses.


8/11

3. Hoardings: This tool is helpful in reaching both the literate as well as

non-literate audiences. This tool is relatively inexpensive and it has theproperty of attention grabber. It is useful for short information.

4. Puppet Show: Puppet show is to be used for semi-urban and ruralaudiences because people can identify themselves with the character. Itcan prove to be very effective especially with rural audiences and it is

comparatively inexpensive.


9/11

INPUT ACTIVITY OUTPUT

ANALYTICAL MATRIX FOR PUBLIC RELATIONS

PROGRAMMING

ANALYTICAL

PROCESSTarget Groups

MediaMessage

Intended effect

PROGRAMMINGProgramming incl.

Budget Timing PR PLAN TOSPREAD

AWARENESS

EVERY WERE

Analytical view on

present situation andsurrounding factors.

Co-ordination withother corporate

activities.

Evaluation

Follow upACTIVITIES

CAN BE

SREADING

THROUGH MEDIA

ACTIVITY

ORGANISATION

POLICY IS THATGOVERNMENT

SHOULD STOPPLASTIC BAG

ANALYSIS PR POLICY


10/11

Problem Statement

Source of Concern: The source of concern is dioxin which is released by burning

of plastic and it may be hazardous to the health of general public as it is a

carcinogenic chemical.

Problem Area: The problem of dioxin is affecting the planet as a whole. It is not

only affecting the health of human beings but is also affecting the environment.

Those Affected: Not only the human beings but also the environment , animals,

marine life, etc.

Concerned Authorities: Government as a whole is concerned with the problem of

dioxin, specially the environment ministry is concerned.

FUNCTIONS OF PUBLIC RELATIONS

Public Relations is establishing the relationship among the twogroups (organisation and public).

Art or Science of developing reciprocal understanding andgoodwill.

It analyses the public perception & attitude, identifiesthe organisation policy with public interest and then executes the

programmes for communication with the public.

PUBLIC RELATIONS IN GOVERNMENT

Public relations role in government:

The Government public relations contributes to:1. Implementation of public policy.2. Assisting the news media in coverage of government activities.

3. Reporting the citizenry on agency activities.

4. Increasing the internal cohesion of the agency.5. Increasing the agencys sensitive to its publics.


11/11

6. Mobilisation of support for the agency itself.

Public Relations for Government (objectives and organizations)

National Objectives:

The basic function of the government Public Relations department /agencies is to provide information, education/instruction to the citizens.

The effort should also motivate the people directly or indirectly, to

discharge these functions in a meaningful and purposeful manner, it isnecessary that the Public Relations Department / wing should be clear

about the broad objectives which guide their work. The national

objective should be non-political, non-controversial, and on

which there should be a national consensus. The objectives should

further the interests and the well being of the public as a whole andpromote the many sided development of the country. The objectives

should be long term ones and need not necessarily change with political

vagaries.

THUS , in short we reach to the conclusion that when we burn plastic

bags dioxin is released and hence for the public benefit and for human

health plastic bags should not be used.

PR Programme Analysis

Documents

Transcript of PR Programme Analysis