Excellent communication is the century to the success of every business.

1. 7/21/2020
Excellent communication is the century to
the success of every business.
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2. 7/21/2020

3. Various Definitions of Public Relations
7/21/2020
 Public Relations is the deliberate, planned and sustained effort to establish and maintain
mutual understanding between the organization and its various publics.
 Public Relations is the management function which evaluates public attitudes, identifies the
policies and procedures of an organization with the public interest and executes a
programme of action to earn public understanding and acceptance.
 Public Relations is an art and social science of analyzing trends, predicting their
consequences, counselling organizations' leaders. It also implements planned programmes
of action with the target of serving both organization and the public interest.
 Public relations, according to PRISA, is managed through the communication of perception
and strategic relationships flanked by an organization and its internal and external
stakeholders.

4. The definition of PR describes a process that
requires a series of stages, including the following :
a) The determination and evaluation of public attitudes
b) The identification of policies and procedures of organizations with the public
interest
c) The development and execution of a communication programme are designed
to bring about public understanding and acceptance.
• Public relations is the business, organizational or social function of managing
and its audiences.
• Public relations is about building public relationships.
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5. Public Relations is the deliberate, planned and sustained effort to establish and
maintain mutual understanding between the organization and its various publics.
a) Deliberate- PR is a process of communication deliberately with target publics
and stakeholders. It seeks to receive feedback from target publics and creates
the relationship ‘deliberately’. All PR efforts are deliberate at achieving the
specific aims of an organization.
b) Planned: PR activity is organized. It ensures that operations are meticulously
designed to address all relevant problems/issues.
c) Performance: Effective PR is based on actual policies and performance.
d) Two-way communication: PR is more than one-way dissemination of
information. It is equally essential to solicit feedback.
e) Management function: It becomes effective when it is an integral part of
decision-making by top management.
f) Public Interest: PR activity should be mutually beneficial to the organization
and its publics; it is the alignment of organizations' self-interest with public
concern and interest.
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6. Keywords of Defining PR cont.
• It is sustained: For PR to be meaningful and productive, continuous analysis of the
environment and the ways to communicate with the market is required.
• Established: the primary aim of PR is to develop a climate of mutual understanding
between the organization and its publics or stakeholders.
• Maintaining relationships in PR deals with relationships between an organization and its
various constituent publics. Once a positive ‘relationship’ has been established, it should be
maintained. Maintaining this relationship implies the organization must listen to the
feedback received from target publics and other stakeholders and act on it.
• Mutual understanding: for communication to be active between an organization and its
publics, it is essential that they have a mutual agreement.
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7. Internal & External Publics
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Internal publics of
an organization are
usually its employees,
External publics are
groups outside the
organizations such as
unions, financial
institutions, the
media, shareholders
and the community.
InternalPublics
ExternalPublics

8. Organization & its Constituents
What is the organization?
• An organization is a group of people joined together with a common aim to plan, produce and market a
product, a service or an idea.
Constituents of Organization
• Publics: definable category of people with an integral part of the organization and essential for the
survival of that organization
The Publics of PR can be both internal and external
• Internal, e.g. shareholders, employees etc.
• External, e.g. wholesalers, retailers, policymakers, media and consumers are examples of external publics
of a cosmetic company
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9. 7/21/2020
FTG Academy
Journalism & Mass Communication Wing
Professional Communication Wing
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