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Wh
at do you understand by PR?Wh
at do you understand by PR?
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DefinitionDefinition
y The deliberate, planned and sustained
effort to institute and maintain mutual
understanding between an organisation
and its publics.
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Who all constitute of public?Who all constitute of public?
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Why PR?Why PR?
y Complex Structure of Industry
y Communication Revolution
y Keen Competition
y Emphasis on Employee Relations
y Development of Literacy and Education
y Need to Communicate Clearly and Truthfully
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Objectives of PRObjectives of PR
y Human Relations
y Free Exchange
y Better Relations
y
Suggestions and Complaintsy Discourage Misinformation
y Understanding
y Influencing
y Dialoguey Persuasion
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Scope of PRScope of PR
y Promotional Opportunity
y New Image
y
Competitive Challenge
y Rumour
y Crisis
y Conflict of Interest
y Ineffective Communication
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Elements of PRElements of PR
y Human Relations
y Empathy
y Persuasion
y Dialogue
y Communication
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ORGANIZATION OF PRORGANIZATION OF PR
IN CORPORATE BODIESIN CORPORATE BODIES
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Role of a PR ManagerRole of a PR Manager
y Aid in policy making, interpreting and adopting.
y Training for PR department staff
y Develop a mechanism for meeting buyers, investors,
consumer organisations, etc
y Develop internal and external communication system
y Prepare different literature matters for different medias
y Convey and interpret to management public opinion
y
Instruct advertising agents on all matters relating tofinancial and annual reports publishing, advertising, etc.
y To control PR department and implement plans.
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Essential Qualities of a PR managerEssential Qualities of a PR manager
y Character and integrity
y A sense of Judgement and Logic
y A broad cultural background
y Truthfulness and Discretion
y Objectivity
y Intuition
y A deep interest in the solution of problems
y Ability to think creatively and imaginatively
y Effective powers of analysis and synthesis
y Intellectual Curiosity
y Training
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Management Expectation from PRManagement Expectation from PR
y Aid in internal communication through magazines,newspapers ,etc
y Make the message newsworthy
y Information centre
y Eyes and ears of the organization and respond positively
y PR manager works in 8 different areas: Writing
Editing
Placement
Planning of special events
Layout and technical broadcasting and film Counseling and advising
Speaking
Institutional Advertising
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PR DepartmentPR Department
y Relationship with management, employees and external
public.
y Perform functions such as Publicity, Advertising and
industrial relations
y A staff function
y Aids other departments in achievement of objectives
y Advising line managers
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Structure of InStructure of In-- House PR DepartmentHouse PR Department
CEO
Chief of PR
Deputy Chiefof PR
PR setupHouse
JournalCorporate
PRPrint
PublicationsMedia
RelationPhotography
Unit
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Pros and ConsPros and Cons
Pros
y Full time Service
y Direct access to decision
makers
y More effective duringCrisis communication,investor relation andconsumer communication
y Value for money
Cons
y Lack of knowledge on PRactivity of otherorganizations
y Lack of access toinformation from outsidesources
y Inefficient PR persons
y Lack of unbiased behaviordue to loyalty toorganization
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Functions of a PR departmentFunctions of a PR department
y Policy
y Publicity
y Relations with the Government
y
Community Relationsy Shareholders relations
y Product Publicity
y Employee Publications
y Donationsy Promotion Programmes
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PR consultancyPR consultancy
y Big business
y Globalization of operations, need for continuous
innovation and specialized advise leads to increase in
demand for consultants
y Main reasons to look at consultants:
Advice for coping with change
Provide efficient support services
Provide advice
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Pros and ConsPros and Cons
Pros
y Can be done away with iffound inefficient
y
Unbiased and impartial
y Locational Advantage
y Better equipped
y Wider range of experienceand exposure
Cons
y Halfhearted performance
y Divided loyalties
y Lack of continuousfunctioning
y Lack of knowledge regardingthe organization
y No direct access to decisionmakers
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Case StudyCase Study-- AnjaliAnjali AppliancesAppliances
y ABC consultant is a public relations consultancy bureau.
y
y Anjali appliances is a client of ABC consultant and are
the manufacturers of durable consumer goods like
electronic irons, toasters, fans, heaters and the like.
y It is a medium size industry. It cannot bear the burden
ofheavy excise duty and surcharge. There is no way but
to think in terms of increasing the prices.
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Problems in the caseProblems in the case
y Increase in prices would prove non-competitive and will
pay the way for large scale industries manufacturing
similar consumer durables.
y The medium and small scale industries would not be
able to compete with the large scale industries.
y ABC consultant is now faced with the problem of
presenting its clients case first to its internal public viz.the workers, government officers and consuming public
and then others
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TaskTask
y Assuming that you are a public relations
officer of ABC consultant, prepare a PR
Action plan.
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Possible SolutionPossible Solutiony Call a press conference by inviting press representatives
from the trade, technical journals, daily newspapers,
weeklies and other print media.
y Prepare a case study on how the increase in taxes affect
the sales and production, ultimately hitting hard at theprofitability and growth of the industry as a whole
which may liquidate medium and small scale industries.
y Issue press releases and handouts at press conferences
and send out such literature by post to almost all print
media in the country.
y The case to be presented to appropriate government
authorities with copies to various bodies mentioned
and to the parliamentarians and members of
legislatures.
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ContinuedContinued
y Placing advertisement in newspapers, informing
consumers how the hike in tax would force them to
increase the price and how such a situation would
deprive the middle class consumers of owning such
time saving gadgets for their homes.y The advertisement should be so well worded that it
should appeal to all classes of people which will
ultimately mobilize public opinion against the
government proposal for a taxhike.
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SELECTION, TRAININGSELECTION, TRAININGAND DEVELOPMENTAND DEVELOPMENT
OF PR STAFFOF PR STAFF
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IntroductionIntroductiony
Most public relations workers have a college degree injournalism, communications, or public relations.
y Need for training
y
PRSI conducts various programmes on PR
y Indian Institutes of Mass Communication, Film and TelevisionInstitute of India are some of the training centres of PR.
y
Th
e public image of any organization depends to a greatextent on the initiative, drive, sustained enthusiasm,competence and technical know-how of the PR personnel.
y Main objective for training PR personnel improve their skillsand encourage them to grow and be competent enough.
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Need for TrainingNeed for Training
y Change in Environment
y Social Change
y
Competition
y New media of PR
y
Separation of ownersh
ip and management
y Emerging profession
y Necessity to Liaison
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Methods of TrainingMethods of Training
y On the Job Methods
Coaching
Understudy
Job Rotation Selective Reading
Committee Assignments
Special Projects
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ContinuedContinued
y Off the Job Methods
Special Courses
Case Study
Conferences Sensitivity Training
Simulation
Management Games
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Benefits of TrainingBenefits of Training
To the Employees
y Confidence
y Promotion
y Higher Earningy New skills
y Media Handling
y Adaptability
To the Employers
y Higher Productivity
y Reduced Supervision
y MinimiseWastagesy Quick learning
y Higher Morale
y Stability and Flexibility
y Meeting FutureRequirements
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Public Relations Society of IndiaPublic Relations Society of India
(PRSI)(PRSI)y Established in 1958
y Membership is divided under four categories: Individual
Associate
Corporate
Student
y Activities of PRSI: Enhance efficiency of PR people
Provide facilities for exchange of ideas and experience
Raise the standard of PR practices
Publish journals, newsletters and other publications Undertake periodic review
Arrange workshops, seminars, etc
Extend advice and guidance
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PR AND EMPLOYEEPR AND EMPLOYEERELATIONSRELATIONS
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IntroductionIntroduction
y Sharing of a Common vision.
y Understanding the employee and employee
communication.
y Internal communication includes vertical, horizontal and
diagonal communication.
y Employees need correct and thorough information.
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Employee Communication and MediaEmployee Communication and Media
y Print Media
y Electronic Media
y Visual Media
y Others
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Downward CommunicationDownward Communication
y Superiors to Subordinates.
y May be circulated by oral or written media.
y Purpose:
Specific task/ directives
Information on policies, practices and procedures
Feedback on performance
Organization mission and goals
Information that produces understanding of a task
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Media for Downward CommunicationMedia for Downward Communication
y Written orders
y Bulletin boards
y Posters
y
House Journalsy Letters
y Booklets, pamphlets, handbooks
y Public Address System
y
Grapevine
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Upward CommunicationUpward Communication
y Subordinates to Superiors.y What can be communicated upwards:
Reports
Suggestions
Complaints Grapevines
y Purpose: Create receptiveness of communication.
Create a feeling of belongingness throughparticipation.
Evaluate communication.
Demonstrate a concern for ideas of each individual.
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Media for Upward CommunicationMedia for Upward Communication
y Suggestions
y Counseling
y Complaints
y Opinion Surveys
y Exit Interviews
y Meetings
y Open door policy
y
Collective bargaining
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Essential Guidelines for effectiveEssential Guidelines for effective
communication within the Organizationcommunication within the Organization
y Never Create a distance between yourself and the
workforce.
y Keep communicating.
y In spite of MIS, senior managers should communicate
personally.
y Praise as well as reward.
y Never make instant promises.
y Communication with the union leader to be clear cut.
y Participative communication rather than just
instruction.
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Warning Signals and cautious footstepsWarning Signals and cautious footsteps
for PR Personnelfor PR Personnely Dont try to achieve too much in a hurry.
y Remember the key players and the workers and their
unions.
y Know the entire structure and working of the trade
unions.
y Take criticism positively.
y Be patient.
y Help develop a feeling of commitment to the
organization's objectives.
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Suggestion SchemeSuggestion Scheme
y Enables employee involvement and communication.
y Can be used for suggestions on optimum utilization on
resources, increasing profitability, way to improve quality
of work, etc.
y Help in motivation and increase in productivity.
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Importance of MannerismImportance of Mannerism
y Good Business Etiquettes: Be pleasant to everyone
Let people know that you appreciate their work
Keep records of people wh
o matter to you andacknowledge their success
Always return calls
Never be rude
Never make anyone wait Never be late
Be well dressed
Learn everything about the customer
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Body LanguageBody Language
y Expressions: Facial Frown- Displeasure, unhappiness
Smile: Friendliness, happiness
Raise Eyebrows- Disbelief, amazement
Narrowed Eyes, Pursued lips- Anger
y Eye Contact Glancing- Interest
Steady- Active listening, interest, seduction
y Gestures Pointing finger- Authority, displeasure, lecture
Folded arms- Not open to change, preparing to speak Arms to side- open to suggestions, relaxed
Hands uplifted outwards- Disbelief, puzzlement, uncertainty
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ContinuedContinued
y Body postures: Fidgeting doodling- Boredom
Hands on lips- Anger, defensiveness
Shrugging shoulders- Indifference
Square stance- Problem solving, concernedlistening
Biting lips, shifting- Nervousness
Sitting on edge of chair; listening, greatinterest
Slouching on chair: Boredom, lack of interest
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