Pr an overview 12.01.13 - garware

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Presentation in introduction to public relations for PGDAM course - II sem

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  • Cement co. organized meeting with civil engineer, contractors, construction workers, etc.Pharmaceuticals Co. organized meeting/seminar/workshop with the physician, pharmacist, etc.
  • Eg- Many Co. becomes media partner, shareholder, etc.
  • Pr an overview 12.01.13 - garware

    1. 1. Introduction to Public Relations An overview
    2. 2. What is Public?A public is any group that has anactual 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 ofmutual understanding derived from the process of sharing common interests.
    3. 3. Defining the Publics The term public (active audience)includes any group of people tiedtogether, however loosely, bysome common bond of interest orconcern and who have importanceon an organization.
    4. 4. What is Public Relations?Public Relations (PR) involves a variety ofprograms designed to promote or protect acompany’s image or a person’s or individualproducts.
    5. 5. Defining Public RelationsPublic relations, according to the Institute of PublicRelations (IPR), is about the reputation. The resultof what you do; what you say and what others sayabout you.The PR practice is defined as the discipline thatlooks after reputation with the aim of earningunderstanding and support, and influencing opinionand behavior. It is planned and sustained effort toestablish and maintain good will and mutualunderstanding between an organization and itspublic – i.e., a companys staff, suppliers,shareholders, customers, etc.
    6. 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. 7. Origin of PR contd…Many of the first PR professionals, includingIvy Led better Lee, Edward Bernays, andCarl Byoir, got their start with theCommittee for Public Information (alsoknown as the Creel Committee), whichorganized publicity on behalf of U.S.objectives during World War -I
    8. 8. Basic Functions of PR Press or Media Relations Product Publicity Corporate Communications Lobbying Counseling Crisis Management
    9. 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. 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. 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. 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. 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. 14. Counseling
    15. 15. What can become a crisis?1. Products/services related issues
    16. 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. 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. 18. What is crisis? Any event which can create opinion that : Products/services are harmful Plans/processes detrimental to investors, communities, employees, etc.
    19. 19. Specialty PR Foodservice PR Healthcare PR Technology PR Entertainment & Lifestyle PR Financial PR
    20. 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. 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. 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. 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. 24. Technology PR
    25. 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. 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. 27. Financial PR
    28. 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. 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. 30. Reaching the publics : Publicity Media Print Media Broadcasting Media Online Media Outdoor Media Traditional MediaBut, one has to be aware of each media’s advantages and limitations…
    31. 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 professionals 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. 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. 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. 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. 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. 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. 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. 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. 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. 39
    40. 40. White papers as PR tools
    41. 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. 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. 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. 43
    44. 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. 45. MAEMedia evaluation and analysis is thefirst key step of PR measurement. Itinvolves thorough research of mediacoverage given to your client and itsimpact on the publics thoroughvarious methods.
    46. 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. 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. 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. 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. 50. Thank You

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