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  • 1. PUBLIC RELATION IN PRACTICEA Mathematician, an Accountant and a Public Relations Officer allapplied for the same job with a large company.The interviewer called in the mathematician first and asked,"What does two plus two equal?"The mathematician replied, "Four."The interviewer asked, "Four, exactly?"The mathematician looked at the interviewer incredulously and said, "Yes,of course: four, exactly."Then the interviewer called in the accountant and asked the same question,"What does two plus two equal?"The accountant said, "On average, four - give or take 10 per cent; but onaverage, four."Then the interviewer called in the public relations officer and again posedthe same question, "What does two plus two equal?"The public relations officer got up, locked the door, closed the shade, satdown next to the interviewer and whispered, "Well, what do you want it toequal?" The above example exactly represents the common man’s perceptiontowards the Public relation department in a company. People often believethat the public relations department is a group of people who alter the actualfacts in order to create a presentable image of the company irrespective ofthe affects of this action on the company’s customers. This accusations ofthe people cannot be termed as wrong or baseless as many of the Publicrelation Department have ‘protecting the image of the company’ as the
  • 2. motto of their existence as we could see in the case of Vijay Laxmi Bankwhich was liquefied suddenly though their previous year annual reportdeclared that the company was in profit similar case was also noted whenNike which is a multi National Company were found guilty of harassingsome of their Asian group employees by making them work in sluggishconditions while on the other hand were carrying out procession againstracism in Europe thus adapting dual images towards its customers. Howevernot every company’s Public relation Department is the same and informingthe publics of the internal working of the organization is not the only activitythat a Public Relation Department has to perform. In order to gather practical working of a Public Relation departmentof a company we decided to visit Public Relation Department ofShoppers’ Stop. We selected Shoppers’ Stop because Retailing - is the mostactive and attractive sector of the last decade. While the retailing industryitself has been present through history in our country, it is only in the recentpast that it has witnessed so much dynamism. It is the latest bandwagon thathas witnessed hordes of players leaping onto it. “Retailing includes all theactivities involved in selling goods or services directly to final 1 consumersfor personal, non business use.” Retailing is the final stage in thedistribution process (from manufacturer to consumer), in which the retailer,as an intermediary, collects an assortment of goods and services fromvarious sources and offers them to the customers. Therefore they comedirectly in contact with the daily consumers making it more difficult tomanage the company’s corporate image and to regulate their daily workingnorms and ensuring that the company is performing all its responsibilitiestoward its publics. However before giving the details about the workingof Public relation (PR) Department of Shoppers’ stop let us understandwhat Public relation department is and why are they of so importanceto any Organization?? In the deafening communication environment shouting louder doesnot help. What works is CLARITY; its was found that when news worthydetails when provided in unambiguous and unbiased forms helps inmaintaining better relationship with the customers which generally resultsinto cashing in on higher profits for the business organization.
  • 3. The term Public Relations was first coined by the US PresidentThomas Jefferson. He used the term during his address to Congress in 1807.Public Relations basically involves in evaluation of public attitudes andopinions, formulation and implementation of an organizations proceduresand policy regarding communication with its publics coordination ofcommunications programs, developing rapport and good-will through a twoway communication process, fostering a positive relationship between anorganization and its public constituents. To earn public understanding andacceptances and all the above objectives, the public relations departmentgenerally uses publicity and variety of other tools including specialpublications, participation in community activities, fund raising,sponsorships of special events and various public affairs activities enhancethe organization image. PR these days is often misunderstood, and it’s probably the fault ofthe PR industry itself that most people aren’t sure where PR is supposed tostop and marketing, advertising, branding and all the other media servicesbegin. To put it into very simple terms, good PR encourages the media(newspapers, magazines, TV and radio) to say good things about yourproduct or service or whatever it is that you want to promote so that morepeople buy your product/use your services or think you’re great.Since I am held responsible for coining the term, "public relations," Iwill tackle the opportunity of giving you my definition of it:A public relations counsel is an applied social scientist who advises aclient on the social attitudes and actions he or she must take in order toappeal to the public on which it is dependent. The practitionerascertains, through research, the adjustment or maladjustment of theclient with the public, then advises what changes in attitude and actionare demanded to reach the highest point of adjustment to meet socialgoals. BY Edward L. Bernays In simpler terms the above definition can be explained as maintainingpublic relations is a science that organizations undertake for their customerson whom the organizations are totally dependent on for their business. ThePublic Relations department analyzes the social attitudes and actions of thecompany and suggests them with various steps on how they can be changefor improvisation.
  • 4. With this definition in mind, it becomes clear that PR also depends onthe formation of a strict ethical code. Ethical behavior neednt be spelled out-- there is no universal definition. Simply put, standard Judeo-Christianethics, based on integrity and honesty are necessary for a public relationspractitioner to properly practice his profession. Doctors must take aHippocratic Oath upon entering their profession; public relationspractitioners should do the same. The fundamental objective of a PR program is to reach high customerloyalty levels. Those who deciphered the mathematics of Customer LifetimeValue (CLV) proposition should be able to appreciate the fact that customerloyalty yields higher returns at lesser or no costs across the lifetime of acustomer and the lost customers should be brought back in the form ofacquisitions. A businessman knows that his customers are important to himand he needs to retain them for profits. PR only gives a structured process-map to achieve this quickly and efficiently. PR like any other businessstrategy requires realistic objectives to be set in order to achieve its goals.This is nothing new, all business strategies work on realistic objectivesdetermined based on the current status, available resources, feasibilities forchange and importantly the course of business dynamics. Unrealisticobjectives only eat up money and time. Several companies in a hurry to earnquick returns fix unrealistic objectives for PR taking it for a sorcerer’s wand,and end up blaming it for falling flat. A short journey backwards and a probeon the objectives set would instantly reveal the absurdities.Providing the three levels of satisfaction: 1) Providing basics. 2) Try something by which the customer never leaves you. 3) Go beyond the expectations of the customers.CASE STUDY:-PUBLIC RELATIONS AT SHOPPERS STOP About the company The foundation of Shoppers Stop was laid on October 27, 1991 by theK. Raheja Corp. group of companies. Being amongst Indias biggesthospitality and real estate players, the Group crossed yet another milestone
  • 5. with its lifestyle venture - Shoppers Stop. From its inception, Shoppers Stophas progressed from being a single brand shop to becoming a Fashion &Lifestyle store for the family. Today, Shoppers Stop is a household name,known for its superior quality products, services and above all, for providinga complete shopping experience. With an immense amount of expertise andcredibility, Shoppers’ Stop has become the highest benchmark for the Indianretail industry. In fact, the company’s continuing expansion plans aim tohelp Shoppers’ Stop meet the challenges of the retail industry in an evenbetter manner than it does today. Its vision is to be a global retailer in Indiaand maintain its No. 1 position in the Indian market in the Department StorecategoryPR AT SHOPPERS STOPAs we have seen what is the importance of public relation. Lets us now havea look on how does Shoppers stop India’s no.1 departmental stores does itsPR activity. Shoppers stop handles its PR activities from its own PRdepartment as well as it outsources its PR activities. Shoppers stop outsourceits PR activities to an agency named Perfect Relations.Public Relation departmentThe main aim of PR department is to create a relation between internal aswell as the external public. The internal PR department only deals with therelation with the internal publics.Their internal publics include 1. Employees 2. Share Holders 3. Investors 4. BankersTheir external publics include 1. customers 2. Financial Community 3. Government
  • 6. We have interviewed head of the PR department Ms. Sheetal Choksiand we got the following information after asking certain questions. Thequestions and our findings are as follows:-What according to you is meaning of Public Relations?ANS- The task of defining the exact nature of PR is not easy. A plethora ofdefinitions currently exists, each emphasizing a slightly different approachand each attempting to arrive at a simple, brief and accurate form of words.The difficulty in developing a single acceptable definition reflects thecomplexity and diversity of the profession. The essential features of thisdefinition is that PR practice should be deliberate, planned and sustained;not haphazard, and that mutual understanding is necessary in order to ensurethat the communication between the organization and its public’ is clear, i.e.the receiver perceives the same meaning as the sender intends.What is the work of the PR department?ANS- the PR department has basically three works to perform 1. Marketing 2. Creating Communication 3. Creating Corporate IdentityHow does PR contributes in Marketing?ANS- In marketing literature there is a lot about how it is important for anorganization to become ‘marketing orientated’, ‘customer focused’ andadopt the ‘marketing concept’. For a firm to be truly marketing oriented allthe staff working for it have to be so. There is a saying adapted fromBuddhist philosophy that states ‘for a forest to be green each tree has to begreen’. This principle also applies to the marketing orientation of the firmfor it comes from within the minds of the people making up theorganization. Shoppers stop mostly does its marketing by outsourcing to a PRagency named “PERFECT RELATIONS”. We launched an ad campaign ‘Ifit’s on your mind, it’s on our shelves’ last October. It was created by RajivSabni from Contract. The idea of doing your entire shopping under one roofwas inspired by the fact that there are over 250 brands at the store. ‘If its onyour mind its on our shelves’ is an attempt to capture the way a shoppersmind works. Its all about their brief encounters with products on a shelf. Shopping in a department store is a completely different experience
  • 7. from shopping for groceries. You dont think too much about rice or beans orbread. But the minute you consider buying any lifestyle product, you tend torelate it back to your life. Where it fits in, why you want to buy it and whoyou want to buy it for. In effect, as you think of one thing, it more often thannot leads to another. This as a proposition and as a tone and style seems tofit Shoppers’ Stop’s brand identity perfectly. Thus more or less our effortsare able to influence people from different walks of life. ‘Our main targetis not to sell to the customer but to help them buy.’ Press, radio and outdoor were the media vehicles used for thecampaign with the press campaign targeting the nine cities in which thestores are located. The outdoor and radio creative were used to bolster themain press campaign. A radio interactive program which involved a radiojockey asking shoppers “What’s on your mind?” got an overwhelmingresponse.How do you communicate? Or in other words How does PR helps incommunication in your organization? ANS- Communications is central to PR. The purpose of PR is to establish a two-way communication to resolve conflicts of interest by seeking common ground or areas of mutual interest. If we accept that this is the primary function of PR, then we must also accept a further implication. PR ‘exists’, whether implicitly or explicitly, whether an organization likes it or not. Simply by carrying out it’s day to day operations, an organization necessarily communicates certain messages to those who, for whatever reason, interact with the company, who will then form an opinion about it and it’s activities. The need for PR is to orchestrate, as far as possible, the behavior of the organization and the messages that result form such behavior in order to help develop a corporate identity or personality. There are various forms of media available, according to the type of campaign and need we select the media.There has been great research done upon this to understand theeffectiveness of these channels that we use to communicate. Theeffectiveness varies from state to state. These are the media channelsthat we generally use to communicate with our external public.
  • 8. 1. Press Release. 2. Feature articles. 3. Marketing Brochures. 4. Annual Report Production. 5. One-To-One Press Contact. 6. Company News Letter. 7. Corporate Hospitality.On the basis of our past dealings we have rated the media channels asunder according on the basis of their effectivenessEmphasis is very clearly on marketing related activities. All firms usepress releases to inform the media about company activities and projects.70% of firms produce feature articles, which are often in collaborationwith clients and consultants on major projects. PR functions (70%) are alsoinvolved in producing marketing brochures. Other activities considered ofless importance included media advertising, attendance at exhibitions,press conferences and site based activities.We also take a feedback form from our customer. This feedback formcontains questions related to our services provide by us and did they likedit or had any problem. We also have CRM software which is entirely incontrol of the PR department. We inform our FIRST CITIZEN CARDHOLDER customer about the upcoming sales through e-mail and givingarticles in the news paper.If we talk about communication with the internal publics like staffmembers we issue a book which contains all the information. Not only thiswe also have divided our entire staff into groups and have group leaders.
  • 9. The information’s is conveyed to the group leaders and it is hisresponsibility to convey the message to his group. In addition to this wehave notice board system, management conference, and computernetworks. We have rated the strategies as follows-How does PR helps in creating corporate identity?ANS- The concept of ‘corporate identity’ or ‘personality’ is inextricablylinked to public relations. All PR activities must be carried out within theframework of an agreed and understood corporate personality. Thispersonality must develop to reflect the style of the top management, sincethey control the organization’s policy and activities. A corporatepersonality can become a tangible asset if it managed properly andconsistently. However it cannot be assumed that all managers will considerthe role of corporate personality when they make decisions. Therefore, thePR executive needs to be placed so that he or she is aware of all the issues,policies, attitudes and opinions that exist within the organization that havea bearing on how it is perceived by outsiders.
  • 10. The use of the term ‘personality’, rather than the more used ‘image’ termis deliberate. An image is a refection or an impression that may be a littletoo polished and perfect. True PR is more than ‘skin deep’. This isimportant because a ‘PR job’ implies that somehow the truth is beinghidden behind a glossy and even false facade. But properly conducted PRemphasizes the need for truth and full information. The PR executive, as amanager of corporate personality can only sustain an identity that is basedon reality. Corporate public relations are concerned with image. Thisimage is based on a long-term carefully planned program designed toachieve maximum recognition and understanding for the company’sobjectives and performance.The work of creating corporate image of shoppers stop is done by PerfectRelations. They do this by giving the media correct information about thehappenings inside the Shoppers Stop. They also plan our sale like what kindof sale should we have and when should we have it. To get a good corporateimage and more investors we keep the first three days of sale only for ourFirst Citizen Card holder i.e. for our regular customers and investors.Why you have selected Perfect Relations to do your PR work?ANS- Perfect Relations has a very good network. Perfect Relations has astaff of over 200 media and industry specialists across its branch offices. Wehave company-owned offices in 14 major cities including Delhi, Mumbai,Hyderabad, Kolkata, Pune, Ahmedabad, Gurgaon, Bangalore , Chennai,Chandigarh, and Trivandrum.In addition to these major cities, we have organize events in several otherIndian cities including Ludhiana, Gurdaspur, Lucknow, Jammu, Jaipur,Tuticorin, Cochin, Coimbatore, Indore, Kanpur, Baroda, Surat, Bhopal,Bhubaneshwar, Patna, Nagpur, Nasik, Goa,
  • 11. Our reach across South Asia is unparalleled and an added advantage to ourclients that might extend their operations beyond the national boundaries.Our clients have profited from support in the key South Asian markets, andenjoy the additional benefits of servicing, strategy consultancy andcampaign co-ordination.Our global reach is enhanced through our network of partner agencies thatinclude Brodeur Pleon and Bairds CMC. These agencies work with us toimplement campaigns in different markets across the globe. Not only theseperfect rations also offersSound strategic adviceOver the years, their senior management and core strategy teams have beendelivering successful solutions, while advising and guiding high impact andtactical campaigns.Relevant experienceWith unparalleled cross industry expertise, their track record of over 14years speaks for itself. We have provided effective and measurable supportto clients across a number of sectors.Convincing success track recordTheir clients extend from global corporations to emerging stars of corporateIndia. Strategies that we have developed for our clients have gone on to beemulated by the industry, while others have become case studies, taught atinstitutes and studied by students of the discipline.Strong implementation capabilitiesTheir network of 14 offices across India, strong relationships with media andkey decision makers, along with insights on the polity and the policy makingenvironment, supported by a 200+ strong team, gives us the unrivalledimplementation advantage in India and South Asian geographies like SriLanka, Bangladesh and Nepal.
  • 12. Result oriented solutionsThey take special care to make sure that the solutions we create works foryou, by making a measurable difference to your organization andcommunications agenda.What according to you doesn’t come under PR?ANS- Misunderstanding and ignorance as to the nature of PR has led to itbeing confused with other disciplines and activities. It is appropriate at thispoint to clarify certain distinctions: a. Public Relations is not ‘free’ advertising 1. Advertising emphasizes ‘selling’ whereas public relations are ‘informative’, ‘educational’ and creates understanding through knowledge. 2. Public Relation is not ‘free’. It is time consuming and therefore costs in terms of management time and expertise. 3. Editorial space and broadcasting time are unbiased and therefore have more credibility than advertisements. 4. Every organization necessarily has PR. 5. Public Relations involve communications with many groups and audiences, not just consumers. b. Public Relations is not propaganda Propaganda is designed to indoctrinate in order to attract followers. It does not necessarily call for an ethical content, so facts are often distorted or falsified for self-interest. PR on the other hand, seeks to persuade by securing the willing acceptance of attitudes and ideas. c. PR is not the same as publicity Publicity is a result of information being made known. The result may be uncontrollable and either good or bad. Public relations are concerned with the behavior of the organization, product or individual that leads to publicity. It will seek to control behavior if
  • 13. this is possible, in such a way that publicity is good. Sometimes the actions or events that lead to adverse publicity are outside the control of the organization. The role of public relations in such circumstances is to mitigate the effect of possible adverse publicity.Why do you need PR?ANS- As PR is essentially a process of communication it is needed mostwhen normal communications are strained and some people are leftuninformed. In a modern economy commercial organizations have a needfor sophisticated communications which can be accurately tailored andtargeted at specific groups of people. In a very real sense, especially inareas such as political campaigning, communications it has become a 20thcentury skill. With the development of communication there has been aparallel development in the sophistication of the audience. People arebetter educated and better able to make objective judgements about themessages they receive. The very word communications is a ‘buzz word’.Failure to communicate can be identified as the principal cause of manyindustrial, commercial and non-commercial organizational problems. PR isby no means a universal answer for every situation, but at least it is aformal system of communications and as such employs the concepts ofanalysis, action, review and control which can provide structure and a wayforward in many situations. Changing social attitudes have forced a newresponsiveness and sense of responsibility in official and commercial life;it is in this social climate that an appreciation of public relations as amanagement and advisory function is now recognized.What kind of media is used for creating Public relations?ANS- our work of media is outsourced to Perfect relations. They havevery strategic media relations. These relations are as followsMedia relationsOur unbeatable strength is our network of media contacts that span thecountry and the globe. We constantly strengthen and expand our mediarelations to maximize media coverage for our clients.
  • 14. Media monitoringOur team works around the clock to report breaking news about clients andtheir respective industries from every region of the country. They track thecareer paths of members of the media to communicate quickly andefficiently.Communication training skillsWe help our clients handle the media in a professional way. By advisingcompany leadership and spokespersons who must face mediaprofessionals, we help our clients relay their message confidently andclearly. The results of our training methods have sharpened client skills inpublic interaction, speeches, and presentations.Seminars & conferencesWe provide speaking opportunities for trainers, consultants, educators andthought leaders. Additionally, we position corporate leads as guest speakersto maximize the impact of a talk in their particular areas of expertise.Writing / editorial support Precursors to public relations are found inpublicists who specialized in promoting circuses, theatrical performances,and other public spectacles. In the United States, where publicrelations has its origins, many early PR practices were developed insupport of the expansive power of the railroads. In fact, many scholarsbelieve that the first appearance of the term "public relations"appeared in the 1897 Year Book of Railway Literature. Later, PR practitioners were—and are still often—recruited fromthe ranks.Despite many journalists discomfort with the field of public relations,well- of journalism. Some reporters, concerned with ethics, criticizeformer colleagues for using their inside understanding of news media tohelp clients receive favorable media coverage paid PR positions remain apopular choice for reporters and editors forced into a career change bythe instability of the print and electronic media industry. PR historianssay the first PR firm, the Publicity Bureau, was established in 1900 byformer newspapermen, with Harvard University as its first client. [
  • 15. The First World War also helped stimulate the development ofpublic relations as a profession. Many of the first PR professionals,including Ivy Lee, Edward Bernays, and Carl Byoir, got their startwith the Committee on Public Information (also known as the CreelCommission), which organized publicity on behalf of U.S. objectivesduring World War I. Some historians regard Ivy Lee as the first realpractitioner of public relations, but Edward Bernays is generally regardedtoday as the professions founder.What do you mean by Public? A group of similar individuals, an assortment of persons having thesame interest, problems, circumstances, goals. Public is a varied creature.Public has a multitude of wants and desires. Public has it own likes anddislikes- sometimes even strong likes and dislikes. Employees make for a public; and the employers another public.Employees desire, sometimes demand, more wages and relatedemployment benefits; while the employers expect- generally as matter ofright increased production and loyalty. Other members of the public are dealers, wholesalers, brokers,investors. Each of these groups is a public of sorts and tries to attract adistinct audience with its varied ‘tools’ and ‘techniques’. Thus a public isany group of people who share a common interest.
  • 16. What do you mean by Relations? A relation is the outcome of mutual understanding derived fromthe process of sharing of the Common Interest. Human wants create theneed to establish relations with each other .The respective wants of twoindividuals will profoundly affect their relationship. To understand anyrelationship, therefore, one must understand the wants of those involved.What are Public Relations? An organization’s reputation, profitability, and even its continuedexistence can depend on the degree to which its targeted “publics”support its goals and policies. Public Relation is a management functionthat involves monitoring and evaluating public attitudes and maintainingmutual relations and understanding between an organization and itspublic. Public could include shareholders, government, consumers,employees and the media. It is the act of getting along with people weconstantly come in touch with. PRO ensures internal unity in the company by maintaining a clearcommunications network between the management and employees. Itsfirst objective is to improve channels of communication and to establishnew ways of setting up a two-way flow of information andunderstanding. Public relations as a separate career option has came into existencewhen lots of private or government companies and institution felt theneed to market their product, service and facilities. Public image isimportant to all organizations and prominent personalities. The role of public relation specialist becomes pertinent in crisissituations when the correct and timely transmission of information canhelp save the face of the organization. Public relations is broadlypracticed for product publicity, corporate publicity, to have betterrelations with the government, to publish corporate publications likenewsletter, bulletins, magazines for employees etc. This unit group includes specialists in public relations andcommunications who develop and implement communication andpromotion strategies and information programs, publicize activities and
  • 17. events, and maintain media relations on behalf of businesses,governments and other organizations, and for performers, athletes,writers and other talented individuals. They are employed by consultingfirms, corporations, associations, government, social agencies, museums,galleries, public interest groups, and cultural and other organizations, orthey may be self-employed.Example Titles(1) communications officer(2) communications specialist(3) fundraising consultant(4) information officer(5) literary agent(6) media coordinator(7) media relations officer(8) museum educator(9) performers agent(10) press secretary(11) public affairs officer(12) public relations consultant(13) public relations officer(14) publicist(15) publicity agentObjectives of Public RelationsLike other aspects of marketing promotion, public relations are used toaddress several broad objectives including: • Building Product Awareness – When introducing a new product or relaunching an existing product, marketers can use a
  • 18. PR element that generates consumer attention and awareness through media placements and special events. • Creating Interest – Whether a PR placement is a short product article or is included with other products in “round up” article, stories in the media can help entice a targeted audience to try the product. For example, around the holiday season, a special holiday food may be promoted with PR through promotional releases sent to the food media or through special events that sample the product. • Providing Information – PR can be used to provide customers with more in depth information about products and services. Through articles, collateral materials, newsletters and websites, PR delivers information to customers that can help them gain understanding of the product. • Stimulating Demand – A positive article in a newspaper, on a TV news show or mentioned on the Internet, often results in a discernable increase in product sales. • Reinforcing the Brand – In many companies the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Today it is ever more important for companies and brands to build a good image. A strong image helps the company build its business and it can help the company in times of crises as well.What skills should you look for?
  • 19. While the skills and knowledge a PR practitioner needs will varydepending on the nature of the job, all will need the followingattributes:  Excellent communication and ‘people’ skills  Flexibility, determination, enthusiasm and the ability to cope well under pressure  Thoroughness and problem solving skills  Ability to think strategically  Good presentation skills and confidence  Creativity and imagination  Excellent time-management skills and the ability to work on more than one project at a timeMain duties of PR Specialists in public relations and communications perform some orall of the following duties:  Develop, implement and evaluate communications strategies and programs designed to inform clients, employees and the general public of initiatives and policies of businesses, governments and other organizations  Gather, research and prepare communications material for internal and external audiences  Conduct public opinion and attitude surveys to identify the interests and concerns of key groups served by their organization  Prepare or oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases  Develop and organize workshops, meetings, ceremonies and other events for publicity, fundraising and information purposes  Prepare and deliver educational and publicity programs and informational materials to increase awareness of museums, galleries and other tourist attractions  Initiate and maintain contact with the media  Arrange interviews and news conferences
  • 20.  Act as spokesperson for an organization and answer written and oral inquiries  Co-ordinate special publicity events and promotions for internal and external audiences  Assist in the preparation of brochures, reports, newsletters and other material  Represent and act as an agent for talented individuals or individuals with specific occupational expertise  Prepare or oversee preparation of sports, literary, performance or other contracts.Communication programme Communication programme consists of message, media and budget.The word communication is derived from the Latin communis, meaning"common." The purpose of communication is to establish commonness.The basic elements in communication are the source or sender, themessage, and the destination or receiver. Effective communicationrequires efficiency on the part of all three. The communicator must use achannel that will carry the message to the receiver. The message must bewithin the receivers capacity to comprehend. The message mustmotivate the receivers self-interest and cause him or her to respond. Communicators need to bear in mind that communication is nosubstitute for policy and action. A sender can encode a message and areceiver decode it only in terms of their own experience and knowledge. When there has been no common experience, then communicationbecomes virtually impossible. Commonness in communication is essentialto link people and purpose together in any cooperative system.The Communication programme includes:(i) Developing the message(ii) Selection of media(iii) Appropriate budget for implementing the programme.
  • 21. MESSAGE DEVELOPMENTFor achieving the desired result, the message should be developedproperly andclearly. The appropriate message will have the following three attributes:1) Clear2) Correct and3) ConciseClear: The message is free from ambiguity and it is necessary to ensurethat slang phrases / usage are avoided and also the message should be freefrom perceptionalDistortion 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 sourceand 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 isessential to avoid content based on rumours, hearsay as well as source ofno origin.Concise:Since message dissemination involves time and effort for transmitting aswell as receiving or absorbing. Hence message should be crisp enough togive information and at the same time not occupying more time of thereceivers valuable time. The content should revolve around the core
  • 22. element of the message; frills and verbose / ornamental language need tobe avoided. The effectiveness of the message is depend upon the abovethree attributes and if even component is missing or negative, the resultwill also be negative or not as per the expectations.Role of Communication in PR: The essential basis of all public relations work is thecommunication process. Communication is the transfer of informationfrom one person to another or, more recently, to equipment which storesor processes news. This process always takes place between four or fivefactors:  The organization or initiator.  The communicator.  The message.  The medium (which may be a newspaper or radio or television or a book or letter).  Finally the addressee (the newspaper reader or the viewer of a television set).
  • 23. The message is transmitted by spoken or written word, or by image, or acombination of these or other media such as music, colour, mimicry,design, and sense of touch.For satisfactory information in certain fields the following points must beobserved:  The volume of information must be adequate.  The density or frequency of the information must be in accordance with practical experience.  The information must be clear and readily understandable.  The information must be objective.  The information must be up-to date; it must be prepared without unnecessary delay, i.e.; immediately or at most only a short time after the event.  The information must be aimed at the proper and must make use of the proper media to reach the sector of the public for which it is intended.Why communications in PR? PR is an art. It requires possessing excellent communication,writing and speaking skills in addition with deep knowledge of themarket and strong media and community connections. A goodcommunications company can provide its clients with high quality publicrelations services that would produce measurable business results and ahigh level of returns on investments. Dynamic PR communications have become a valid part of anycompanys promotional strategies. Services of a good PR communicationscompany can be even out of the chances of smaller companies against thelarger and more influential ones. This is true both for companies thatoperate in the business-to-business and consumer marketplaces. Let us
  • 24. take a closer look at what services a public relations communicationscompany can offer promoters and advertisers. Since communications demand possessing excellent writing skills, aPR communications company can offer its clients to write out pressreleases for them. You need to understand that all the inner or outersignificant events that take place in your company can and should receivegood media coverage. A communications company can help its clientswith the arrangements of special public events. These charity or othersocial events, such as outdoor concerts, are great tools for increasing yourcompanys visibility in your local community. Next, a PR communications company can write and post articlesabout your business, for every business and every company has a story totell. Your customers need something that would help them createpersonal emotional bonds with your company. Such bonds will resolve instrong and lasting relationships between your company and yourconsumers. It will produce the customers loyalty towards your products.Hence, what you need to do is to get your story out, reach yourconsumers with it and a communications company can help you. Finally, a communications company can carry out marketresearches for you. The knowledge of target audiences perceptions andpreferences is crucial for any entrepreneur. Otherwise, you will notknow how to reach your customers with your messages. Additionally,some researches have to be done after your advertising or PR campaign isout. You have to be able to evaluate its results. All the above listed activities and many others require aprofessional and skilled approach and a good communications companycan provide you with creativity, innovations, media connections, deepknowledge and experiences in the area of public relations andpromotions.Benefits of Communication:  A better understanding of co-worker and customer behaviour.  Increased recognition and liability to change ineffective communication styles.
  • 25.  New skills for resolving interpersonal conflicts.  Higher performance standards established through mutual alignment management and employees.  Increased productivity even under adverse conditions.  Improved interviewing and consulting techniques.  The ability to create an organizational climate of support and trust.  The flexibility to understand co-workers from different cultures.  Active, accurate listening skills  The enthusiasm to create team spirit, company pride and goal congruence.  The versatility to communicate across information boundaries, as between, say, R&D and marketing departments.  Enhanced powers of interpersonal motivation.What the above picture say? If you want to reach large audiences as inexpensively as possible,public relations is the way to go. Public relations includes the creationand distribution of information, primarily in the form of stories,published or broadcast by mass media such as newspapers, magazines,television and radio. Because the media do not charge for publishing
  • 26. these articles, but consider them valuable for their readers, PR has thepower to reach millions of people for very little money, generating manyvaluable sales leads.Thus PR communication is:  The most economical way by far to reach mass audiences.  Stimulates awareness of and demand for your company products or services.  Develops a stronger, more controlled image for your firm.  Creates the perception that the company is active, "on the move".  Has seven times the credibility of advertising, studies show.  Provides an advantage over competitors who do not use ‘P.R.’ effectively.Disadvantages of communication: While public relations hold many advantages for marketers, thereare also concerns when using this promotional technique. First, while public relations uses many of the same channels asadvertising, such as newspapers, magazines, radio, TV and Internet, itdiffers significantly from advertising in that marketers do not have directcontrol over whether a message is delivered and where it is placed fordelivery. For instance, a marketer may spend many hours talking witha magazine writer, who is preparing an industry story, only to find thattheir company is never mentioned in the article. Second, while other promotional messages are carefully craftedand distributed as written through a pre-determined placement in amedia vehicle, public relations generally conveys information to amember of the news media (e.g., reporter) who then redrafts theinformation as part of a news story or feature. Thus, the final messagemay not be precisely what the marketer planned.
  • 27. Third, while a PR campaign has the potential to yield a highreturn on promotional expense, it also has the potential to produce theopposite if the news media feels there is little value in running a storypitched (i.e., suggested via communication with the news outlet) by themarketer. Fourth, with PR there is always a chance that a well devised newsevent or release will get “bumped” from planned media coverage becauseof a more critical breaking news story, such as wars, severe weather orserious crime. Finally, in some areas of the world the impact of traditional newsoutlets is fading forcing public relations professionals to scramble to findnew ways to reach their target marketsThe SEVEN C’s of Communication: 1. Creditibility: Communication starts with a climate of belief. This climate is built by performance on the part of the practioner. The performance reflects an earnest desire to serve the receiver. The receiver must have confidence in the sender. He must have regard for the source competence on the subject. 2. Context: A communication programme must square with the realities of its environment. Mechanical media are only supplementary to the word and need that takes place in daily
  • 28. living. The context must provide for participation and playback. The context must confirm, not contradict the message. 3. Content: The message must have meaning for the receiver, and it must be compatible with his value system. It must have relevance for him. In general, people select those items of information which promise then the greatest awards. The content determines the audience. 4. Clarity: The message must be put in simple terms. Words must mean the same thing to the receiver as they do to the sender. Complex issues must be compressed into themes, slogans, or stereotypes that have simplicity and clarity. To further a message has to travel, the simpler it must be .An institution must speak with one voice, not many voices. 5. Continuity and consistency: Communication is an unending process. It requires repetition to achieve penetration. Repetition with variation contributes to both factual and attitudinal learning 6. Channels: Established channels of communication should be used, channels that receiver uses and respects. Creating new ones is difficult. Different channels have different effects, and serve effectively in different stages of the diffusion process. 7. Capability: Communication must take into account the capability of the audience. Communications are most effective when they require the least effort on the part of the recipient.Other aspects of Communications in PR:  Listening: The speaker does not control the communication – it is the listener. The speaker can mouth words all day and every day, as all politicians do. Obviously no one listens though one hears him or her speak.
  • 29.  Why one should listen to you? : If we are to improve our communication, we must try to learn what it is that makes the person with whom we wish to to communicate. Listen. If you want to tell him something, will listen only if what you say interests him, is relevant to him and means something to him. This is the basic premise of any communication activity: ‘what is in it for the listener?’ It is absolutely no use making statement or speech, or writing a notice or even a book if you do nit take a notice of what is in it for the listener or the reader. What I want to say is not important. What he wants top listen is important. If you want some action to result from your communication, if you want the recipient to do something, then the communication will stimulate the desired action if it is couched in language which can be understood and which give some benefit or satisfaction. If it does not take note of these two simple factors. Then the communication will fail. Make the recipient understand it was important to him: It is not good blaming the other man if he does not understand your message. It was you to make sure that he does understand. Managers talking to workers, trade union leaders talking to management, politicians talking to voters, journalists to readers, students trying to communicate with rest of us and advertisers talking to consumers; it is up to the speaker to make sure that listener understands, accepts and perceives the importance of the message. The key to communication is Perception: It is by appreciating of the listener’s perception that communication can be approved: • He sees what he wants to see. • He hears what he wants to hear. • He does what he wants to do.
  • 30. What he sees, what he hears and what he does are limited by hisdegree of perception, by his experience, his educational background,his environmental background and his way of life. The speaker shouldthink of want he want to say, use language that speaker canunderstand, do only what he want to do and your ability tocommunicate will be non-existent. The five Principles of Improved Communication: • The responsibility is on the speaker or writer to communicate. • The speaker must use word which the listener understands. • What the speaker says must be of interest to the speaker to be if interest to the listener, it must give some kind og benefit. • The listener must be favorably disposed toward to the speaker. • The environment within which communication takes place must be convenient to both listener and speaker. Techniques of communication: If we communicate in order to change another’s person’s mind, or if we attempt to communicate in order to get action from another person, we must be keenly aware of the fact that he will tend to distrust what does not deal with his emotions and attitudes so much so that he is quite likely to overlook what is said or to modify what is said in terms of his own experience. The speaker must note of the following : • Style the information you give on the basis of the recipient’s perception skills. • Transmit information in small units. • Provide an opportunity for feed back. • Provide an opportunity for participation. We must try to learn not to show how clever we are by using words that that other man does not understands, because if he does
  • 31. not understand, he just switches off thinking you are being clever at his expense he does not bother to listen.Some Specific GuidelinesPractitioners and executives alike can profit close study of theseguidelinesDeveloped by an experienced counselor, Chester Burger:1. Talk from the viewpoint of the publics interest, not theorganizations: The soft drink bottler who launches a campaign tocollect and recycle bottles can frankly admit that it does not want toirritate the public by having its product litter the landscape.2. Speak in personal terms whenever possible: When manypeople have worked on developing a new product or adopting a newpolicy, it becomes difficult for the executive to say "I."3. It you do not want some statement quoted, do not make it:Spokespersons should avoid talking "off the record," because suchstatements may well wind up published without the source.4. State the most important fact at the beginning: Theexecutives format may first list the facts that led to the final conclusion,but such organization will fail when talking with the news media.5. Do not argue with the reporter or lose your cool: Understandthat the journalist seeks an interesting story and will use whatevertechniques necessary to obtain it.
  • 32. 6. If a question contains offensive language or simply wordsyou do not like, do not repeat them even to deny them:Reporters often use the gambit of putting words into the subjects mouth.7. If the reporter asks a direct question, give an equally directanswer : Not giving one is a common error executives are prone tomake.8. If a spokesperson does not know the answer to a question,one should simply say, “I dont know, but Ill find out foryou.": With this, the spokesperson assumes the responsibility offollowing through.9. Tell the truth, even if it hurts : In this era of skepticism andhostility, the most difficult task is often simply telling the truth.10. Do not exaggerate the facts: Crying wolf makes it harder to beheard next time out. These guidelines simply add up tot he rule thatprofitable press relations require adherence to the " Five Fs": dealing withjournalists and programme producers in a manner that is fast, factual,frank, fair and friendly.Why Good Communication is so Important? Communication, like birth, death, breathing and be lived is part oflife itself; it is a common experience as well. We all have communicated;we all are communicating; we all will communicate. It might even besaid that communication is what distinguishes man from the rest ofcreation. ‘Man’ the only animal who can express himself. Has the powerto express in words. So he defined as a ‘communicating animal’. Communication is not that easy as it used to be in the past. Theproblems of communication are the problems of understanding people.Words are tools for achieving effective exchange of information, attitudes
  • 33. and understanding. The problem is that a person is likely to listenthrough filters. He tends to hear what he wants to her and disregard whathe considers trivial or unimportant. The problem is that what appears to be unimportant to one manmay seem positively earth- shattering to another. Another problem isthat unless he is very unusual, a man listens defensively, explaining awayor justifying what he should understand if hw is to increase hid owncapacity for being effective. Very often, if the person receiving a communication does not listento the message, he may find for reasons for disregarding what is beingsaid as unimportant or incorrect. Man perceives as a rule what he expects to perceive; he sees largelywhat he expects to see and hears largely what he expects to hear. Theunexpected is usually not received at all: it is neither seen nor heard, butis ignored or misunderstand.Different types of Communication in PR:1. Corporate communication:Corporate Positioning Industry is witnessing unprecedented levels of competition. Ascompetition intensifies, companies must work hard to differentiatethemselves from their peers. The companies must carve out a uniqueposition in the minds of their key stakeholders based on their visions,values, unique strengths and the value that they bring to the lives ofcustomers, shareholders and communities they serve. Maximizingshareholder value alone is not enough. Company must identify and consistently project the unique valuethat it brings to the marketplace. As the pace of change intensifies, and asmanagements respond to these changes with newer products andservices, the companies have to redefine themselves for their present andfuture stakeholders.
  • 34. The PR, need to work with senior managements to define, createand implement corporate positioning that will maximize advantage. Heshould develop the key messages which capture and express thepositioning, then design and implement communication initiatives whichhelp the stakeholders understand the positioning.Reputation Management In today’s times perception is reality, and the company’s reputationcapital is perhaps its most important asset. If the reputation of a well-known company is damaged the company can wither and die in a matterof months, destroying shareholder value and hurting the interests ofvirtually every category of stakeholders. Conversely, even a lesser-known company which builds a solid reputation can thrive and grow bycompeting effectively in the marketplace for customers, employees,vendors, desirable business partners and capital. In the process, thecompany is able to deliver sustained shareholder value. Every action of a company has a bearing on its reputation. In suchan environment, active and deliberate corporate reputation managementis a necessary extension of traditional brand management. After all, theprimary brand is the overall corporate brand.Employee Communications Successful corporate management in the new millennium isessentially about managing accelerated pace of change. When companiesdevelop strategies for responding to changes, managements, particularlyin the developing world often overlook the importance ofcommunicating the change initiatives to employees. In most Indian companies employee communication often means amonthly or a quarterly newsletter. In most cases, the standard contentsare the CEO inaugurating some irrelevant internal function, or coverageof employee picnics or family events and other material which has littleimpact on equipping the employees to understand and adapt to thecompany’s strategic initiatives.
  • 35. If strategy must succeed it is imperative that the entire organizationunderstand it and work in tandem for achieving corporate goals. Effectiveemployee communications is the difference between unlocking andblocking the full potential of the organization. PR of respective organization must provide internalcommunications support to organizations to work better and achievepositive results. It must conduct internal research to assess employeeperceptions of the organization and its objectives. The company needs toanalyze the efficiency of existing internal communications mechanismsand procedures. And finally, help client organizations design andimplement programmes that enable employees across the corporation tounderstand and embrace the company’s vision, goals and strategies.Community Relations Affect communities where they live and work, and especiallywhen their day-to-day conveniences are at stake. The affected peopleexpect and have a right to up-to-date, correct information and access tocompany spokespersons who can effectively address their concerns.A little sensitivity and effort on the part of the corporate managementscan help build effective community relations in locations where theirplants operate. The PR must advise clients and assist them in developing effectivecommunication programmes which help in building confidence amongstthe communities and pre-empt issues by timely understanding andaction. The communication tools could range from group meetings todirect mailers and from pamphlets to advertising in local publications.The company’s PR advises clients in identifying the urgent needs ofcommunities and meeting them to build long-term goodwill andrelationships.Media Relations An effective media relation is vital to the success of anycorporation’s overall communications strategy. A sound media relationsprogramme can deliver huge benefits to a corporation.
  • 36. The PR must place huge emphasis on deploying superior mediarelations skills for our clients. He specializes in developing strategicmedia relations programmes that effectively deliver the client’s keymessages through relevant media to their target audiences. In eachsignificant market of India, our consultants maintain close relationshipswith regional, national and the relevant international media to maximizecommunication opportunities for our clients. Teams understand the media and what makes news. They knowhow individual media will treat a particular piece of information andhave the expertise in matching the client’s messages to the right mediavehicles. While our superior skills in communicating with the traditionalmedia are well known, we are now expanding our repertoire to addressthe opportunities represented by emerging interactive media.The company must also provide media training for client executives tohelp them develop and deliver messages effectively in interactions withthe media.2. Financial communications: Investor relations Financial communications is one of the core competencies ofcompany’s PR. The firm has perhaps the largest practice in this area inthe Indian market. We have wide experience of managing on-goingfinancial communications and investor relations for a number of leadingcorporates, both Indian and multinational, as well as financialinstitutions. The firm should be able to manage communications for a largenumber of transactions during the last few years. The width ofexperience covers IPO’s and secondary offerings, privatizations, mergers& acquisitions, share buybacks & de-listings, and corporaterestructurings.
  • 37. 3. Technology Public Relations: Communications consultancy Technology companies, whether in products, services or solutions,are unique in terms of their communication needs. They need multiplecompetencies from the technology PR consultancy to effectivelycommunicate with diverse target groups like customers, employees,investors and an entire gamut of opinion influencers. The technology public relations consultancy, therefore, must havea sound understanding of the continuously evolving technology domainand the growth drivers. In addition, the organization must help theclients compete effectively for talent and capital – the two most vitalingredients for sustained growth. Over the years, as the Indian technology industry has grown into asignificant sector of the economy, a major gap in meeting itscommunication needs is visible. While traditional technology PRconsultancies have tried to address product and, to some extent, corporatecommunication they have fallen woefully short in delivering on otherkey fronts. The company services should meet all possible public relationsneeds of technology companies. The company need to maintain strongrelation with a sound understanding of technology domain, investorrelations, HR communications, media and crisis management. The groupis also able to draw on the capabilities of our sister firms to provideadvertising and brand management services through a single window.
  • 38. The Writing Team offers editorial support to create communicationmaterial for our clients across media platforms. Through clear and lucidlanguage, we help target audiences identify salient points about acompany, product or event. Tell us about your brand-building exercises. Is there anything on thecards?ANS- We have a scheme called ‘The Wardrobe Exchange,’ whereinpeople come in with their old clothes and exchange it for clothes bought atShoppers’ Stop for a discount. Last year, we got 56,000 items and gave itaway to a charitable concern we’ve tied up with.How do you train your staff for customer management?ANS- We have a ‘Customer Satisfaction Index’ (CSI) and an ‘EmployeeSatisfaction Index’ (ESI), which is done by CSMM Walker, an Americancompany that has done this with us for the last three years. In fact, theWorld Organization of Market Research invited us to present a paper onthe connection between ESI & CSI. Even for them, it was interestingbecause nobody has made the connection.It sounds very simple that if you have happy employees, you have happycustomers, but we have shown how that will happen. One of the things thatESI showed us was that employee satisfaction depends largely on theirsupervisors. So we started looking at supervisor quality and productknowledge with a fairly extensive training of the supervisor. And we foundthat as supervisor skills improved, they have resulted in higher satisfactionlevels. And this had a direct impact on the customer loyalty within thestore.So we then set up a different level called the PUCCA – we’ve got anoutsider agency coming in and setting up a product knowledge and trainingpackage for us. Additionally, we set up a campaign called Jo Jeeta WohiSikandar; at various levels, people get recognized. Product knowledge isone area; customer handling is another, etc.How does PR helps creating Community relationship?
  • 39. ANS- Good community relations are important for every organization. Anorganization can and should act as if it were a member of the communityand not abuse its power. It should behave as a responsible ‘citizen’. Thesituation is one of inter dependence; industry needs the support of thecommunity and the community must understand industry. It is importantfor an organization, through its public relations function, to establish acommunity relations programme that both deals with complaints andinvolves itself in community activities. This may include local pressrelations, special visits to the workplace, open days, sponsorship,community projects etc.The general public tends to judge commercial organizations by the waythey conduct themselves in the same way that individuals form a good orbad impression of the people that they come in contact with. For thisreason Shoppers Stop’s PR department gives training to its employees onhow to deal with different tyes of customers and how to b polite in everysituation. shoppers stop is also coming with a whole new projects whichwill be situated in posh areas as this gives a feel good factor in the mindsset of Indian customerIs there any work of PR in relation to Government?ANS- Perhaps the biggest growth and development in PR over recent yearshas been in the areas of government relations and political lobbying. Thisform of PR activity has two main purposes; first to keep companiesinformed of legislative changes that may affect their business and secondlyto attempt to influence the government or local government in favour oftheir industries. Political public relations is often misunderstood. Thesuccess of some businesses depends heavily on decisions made by theGovernment which is the reason for the existence of certain pressuregroups.We can relate this by the resent case that took place. Shoppers stop ispressuring Government not to allow Wall-mart to enter into Indian market.If the Indian Government allows Wal-mart to enter in India then there willbe a lot of competition between Shoppers Stop and Wal-Mart.What is the work of PR in creating relation with FinancialCommunity?
  • 40. ANS- There is a need for commercial organizations to communicate with adiverse range of interested parties like as investors and city institutionssuch as pension funds, share analysts, financial journalists etc. Effectivefinancial relations will produce certain benefits to the firm. Thosecompanies that have established reputations will have less difficulty inraising the additional capital that may be needed for future investments.Good relation with the financial community helps in gathering all theinformation in the market. This information is intended as assistance tosupport market sentiment for the company and hence support the shareprice, and to assuage any doubts potential lenders may have about thecommercial robustness of the firm. Shoppers Stop is a emerging company,so it needs a lot of investors to come and invest in their company. They dothis with the help of strategies that has been discussed above.Is there any relation between customer relation and PR?ANS- yes there is a big relation between handling customer relationand PR. I will explain how. Consumer relations are thought by manypeople to be the only public which concerns public relations. As we haveseen this is not the case. However, it is an area of considerable importancebecause although other groups of publics are important, customers areespecially important. The whole purpose of the profit making firm is thegeneration of satisfactory returns by the satisfaction of customers’ needsand wants more effectively than competitors.It is large retailers who have most dealings with customers, and this groupof traders has done much in the way of public relations activity over thepast 20 years aimed towards this important group. Stores are normallyconveniently laid out, service is good and products are presented such thatthey represent fair value for money. Many retail groups distributebrochures to staff to show them how to improve the image of their store aswell as creating better customer relations. They attempt to show that theyare a ‘live organization’ constantly listening and responding to customersviews and opinions.In shoppers stop customer relationship is maintained in the following way Customer Experience Management. “If we find from the data that acustomer had bought a pair of trousers, we tell him about a new range ofshirts that we have just brought into our store,”. Under the CustomerExperience Management program the members are called “First Citizens”.
  • 41. First Citizens are rewarded points and exclusive benefits and privilegessuch as:• Reward Points for every time you shop at Shoppers Stop• Exclusive offers ever so often.• Updates on what you can look forward to shop for at Shoppers Stop.• Exclusive cash counters at Shoppers Stop so you can spend more timeshopping rather than waiting in a line.There are three membership categories, i.e. Classic Moments, Silver Edgeand Golden Glow. The company believes in providing the best experiencespossible, including the best benefits and Privileges. The programmer getsas rewarding as one makes it, since it depends on the membership status,which is upgraded when one qualifies with the necessary purchases duringthe membership period.How do you decide your public relationship work?ANS- we decide the work of the public relations based on this basicframework, which integrates public relations and marketingcommunications. Figure shows the development of a public relationsmodel. The model is developed in six phases in the development of publicrelations strategies. Each phase may be viewed under two main headings: • The level of PR strategies – corporate or project • The Focus of PR strategies – external and internal considerations.This relates to the fact that the management of public relations as abusiness process is concerned with communications with externalaudiences, which are clients, government, shareholders and investors, localcommunities, the media and the general public, and internal audiences,including management and other staff within the organization.
  • 42. The following sections will examine each main phase in the framework.
  • 43. What kind of event had Shoppers stop organized in recent time andwhat was the role of PR department in it?ANS- Appearance is perceived as a reflection of one’s individuality. Theway one is groomed, one’s attire is a very important part of their personality.Clothes form an essential element of a woman’s persona and can make herfeel good about herself.Ms. Sheetal Choksi said, “Today is a day for the celebration ofwomanhood. It is a day when we can pamper ourselves and indulge in ourdesires. Looking good and being appreciated is every woman’s dream. Weare sure that these collections will enhance the beauty of every woman andmake them feel beautiful inside as well as outside.” For this reasonShoppers’ Stop made this International Women’s Day special for all itswomen customers with an exciting fashion show displaying the springsummer collections of top Indian designers like Priyadarshini Rao, AnshuArora Sen, Rohit Bal, JJ Vallaya, Suneet Varma and many more at TheClub, Andheri. These trendy collections are now available at Buzz at theShoppers’ Stop stores in Bandra, Juhu and Malad in Mumbai.Media Potential • Excellent • Good • PoorPR briefInternational Womens Day (IWD) is celebrated on 8th March every year.It is a way to felicitate the achievements of women who have achievedexcellence in economic, political or social strata of society.
  • 44. PR Objective 1. To enforce Shoppers’ Stop’s commitment to its image of ‘Shopping. And Beyond’ through the celebration of international holidays and festivals. 2. To communicate that Shoppers’ Stop is poised to provide the best to its female customers in terms of brands, trends and fashion.PR PlanSuggested Activity 1Celebrity Shopping –For the woman of my life:Advisory recommends: • A male celebrity visits the Shoppers’ Stop store to buy gifts for the woman/women in his life, i.e. mother, wife, sister, girlfriend, and daughter. • He could be interviewed at Brio where he speaks special things about the woman.Agency suggests leveraging the same exclusively with one electronicchannel.
  • 45. Suggested Activity 2Felicitate a woman of substance for her extraordinary achievements:Advisory suggests felicitating a woman who has got extraordinaryachievements in her life. She would speak of certain incidents that happenedin her life. She could be a social activists, female entrepreneurs, youngachievers, etc. For instance, Meera BorwankarAdvisory suggests the presence of a prominent celebrity for the event. Thiswould create a good photo opportunity.Create an artistically collated collection of rare pictures of the women whohave changed the face of Indian society such as Indira Gandhi , SoniaGandhi ,Rani Laxmi Bai ,Mother Theresa ,Kalpana Chawla ,Kiran Bedi ,Arundhati Roy , Kiran Desai ,Sarojani Naidu ,Savathri Bhai ,Medha Patkaretc.This collage would be unveiled by the woman who would be felicitated.This collage would have proper branding around it, which would serve as agood photo opportunity.Suggested Activity 4Makeover at Shoppers’ StopAdvisory suggests a makeover session at Shoppers’ Stop for a specialwoman with phenomenal achievements, which can be leveraged exclusivelywith one electronic channel.Target MediaMainlines, Electronic & leading regional publications
  • 46. BIBLOGRAPHY• Primary Information from head of the PR department Ms. Sheetal Choksi• Primary Information from Perfect Relations• Geeta Shashidharan, subject teacher.• Principals Of Public Relation – C.S Rayudu & K.R.Balan•