Dhanesh

Gundla
Amogh Kadam
Prathmesh Parab
What is Public Relations ?
Public

relations (PR) is the
practice of managing the flow of
information between an
individu...
Definition
“Public relations is a planned process to
influence public opinion, through sound
character and proper performa...
PR is essentially defensive


It is a corporate armour that the company
can wear which would protect the company
during a...
Marston‟s four-step “RACE”
model describes the PR process:
 R = Research
 A = Action
C =
Communication
 E = Evaluation
Functions of PR
Promoting goodwill
 Promoting product, service, corporate
image
 Corporate communications
 Lobbying
 C...
Advantages of PR
Credibility
 Cost
 Avoidance of Clutter
 Lead Generation
 Ability to reach specific groups
 Image Bu...
Disadvantages of PR
Difficult to quantify PR benefits
 Lack of control
 „Deft‟ management required

Role of PR Officer
• Advocate
The public relations manager is the chief advocate for
the company. He must focus all energy...


Problem Solver
The public relations manager is the ultimate spin
doctor. It is her job to put the best face on news and...
Uses of PR
Customer complaints and redressal
 It is an opportunity to cement relations with
the customer
 Very important...
When PR is used for the purpose of
marketing its product and services, it
is known as Marketing Public
Relations (MPR)
It ...
Objectives of MPR
Assist in the launch of
products/company
 Assist in repositioning a mature
product
 Building interest ...
Public relations, marketing, and
advertising……
aren‟t they all the same thing?

14
The answer is……not really!


Marketing and advertising traditionally
promote products and services.



Public relations ...
For PR to work there are several
prerequisites
It must first put its own house in order
 IR must have the respect of
empl...
How do PR people get their job
done?
Using clout of the agency by virtue of
being a space buyer
 Cultivating relations wi...
Public Relations
Upcoming SlideShare
Loading in...5
×

Public Relations

11,425

Published on

Published in: Marketing, Business, Technology
2 Comments
8 Likes
Statistics
Notes
No Downloads
Views
Total Views
11,425
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
838
Comments
2
Likes
8
Embeds 0
No embeds

No notes for slide

Public Relations

  1. 1. Dhanesh Gundla Amogh Kadam Prathmesh Parab
  2. 2. What is Public Relations ? Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of
  3. 3. Definition “Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”
  4. 4. PR is essentially defensive  It is a corporate armour that the company can wear which would protect the company during adverse times Public relations can also be defined simply as the practice of managing communication between an organization and its publics
  5. 5. Marston‟s four-step “RACE” model describes the PR process:  R = Research  A = Action C = Communication  E = Evaluation
  6. 6. Functions of PR Promoting goodwill  Promoting product, service, corporate image  Corporate communications  Lobbying  Counteracting negative publicity 
  7. 7. Advantages of PR Credibility  Cost  Avoidance of Clutter  Lead Generation  Ability to reach specific groups  Image Building 
  8. 8. Disadvantages of PR Difficult to quantify PR benefits  Lack of control  „Deft‟ management required 
  9. 9. Role of PR Officer • Advocate The public relations manager is the chief advocate for the company. He must focus all energy on building an organization that will be deemed a good corporate citizen. He is the mouthpiece for management -- and in political circles known as the press secretary. •Communicator The public relations manager crafts communications policies and oversees the development of all statements and news releases for the company. Sociology, psychology and good journalism are requisite talents for the manager and staff. Communications must be clear, concise and relevant to the audience.
  10. 10.  Problem Solver The public relations manager is the ultimate spin doctor. It is her job to put the best face on news and information that could embarrass or malign the company's reputation. Often, she will be called upon to polish mundane information into platinum data that gives the company more credit than would ordinarily be due for routine accomplishments.  Opinion Maestro The public relations manager directs all outreach efforts. He is responsible for media placements and coordinating organizational functions and the efforts of executives. It is his responsibility to determine the executive appropriate for each situation and ensure that person has approved information and statements in hand.
  11. 11. Uses of PR Customer complaints and redressal  It is an opportunity to cement relations with the customer  Very important in the service and hospitality industry Combating rumours / falsehoods  Confront and disclose facts in leading media  Give the positive side of the story  Capitalise on rumour to your benefit  Rumour can be dismissed as ridiculous
  12. 12. When PR is used for the purpose of marketing its product and services, it is known as Marketing Public Relations (MPR) It can be a very important component of the entire communications mix of the company
  13. 13. Objectives of MPR Assist in the launch of products/company  Assist in repositioning a mature product  Building interest in in a product category  Influencing specific target groups  Countering negative publicity  Building corporate image that rubs off onto its products 
  14. 14. Public relations, marketing, and advertising…… aren‟t they all the same thing? 14
  15. 15. The answer is……not really!  Marketing and advertising traditionally promote products and services.  Public relations promotes the entire organization. 15
  16. 16. For PR to work there are several prerequisites It must first put its own house in order  IR must have the respect of employees and community  Management must justify its profits and prove that it is not profiteering  Work for the community as an able corporate citizen 
  17. 17. How do PR people get their job done? Using clout of the agency by virtue of being a space buyer  Cultivating relations with media and leveraging that when required  Communication that is newsworthy and which media would be glad to carry 
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×