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“PUBLIC RELATION ASPECT”:
AN IMPORTANT TOOL FOR SUCCESS
OF BUSINESS
MADE BY:-
VISHAKHA
SHOBHANA
DIVIK GUPTA
ANUJ CHAUDHARY
DUSHYANT PANDEY
SHAILENDER SINGH
PUBLIC RELATIONS
• Interaction of a Business with its Customer Base,
and or with Prospective Customers.
• At its core, it is Two-way communication between an
Entity and its Publics and vice versa.
• It is often associated with “Reputation Management”
• Modern Definition :
P.R = PUBLICITY REPOSITIONED
JOHN MARSTON’S PR “RACE” MODEL:
• R = Research (Determining the problems faced by
the organisations.)
• A = Action (Determine the best course of action to
address to the problem)
• C = Communication (Determining how the public will
be told; it utilizes all the appropriate media to ensure
that the message can be delivered successfully to
there target audience.)
• E = Evaluation (It is all about asking, was the
audience reached and what was the effect.)
FUNCTIONS OF P.R
• Writing
• Media relations
• Planning
• Counselling
• Research
• Publicity
• Marketing
Communications
• Community relations
• Consumer relations
• Employee relations
• Government affairs
• Investor relations
• Public affairs
CRISIS MANAGEMENT
• One of the most Important Function of a Public
Relations Expert.
• Serious problems such as a product recall, a product
liability law suit, strikes, government shutdowns or
bankruptcies may damage the image of the company
affected.
• Public relations experts who handle problems such
as these – they're also called crisis managers.
CRISIS MANAGEMENT
Requires more than an Apologetic Press
Release!!!!
• Companies must be ready to respond to disasters
swiftly and decisively, using all platforms to
communicate with the public.
• Companies that make Mistakes must Sincerely Accept
Responsibility for their Actions -- Not Distance
Themselves from Them.
FEW BEST MANAGED DISASTERS BY
THE P.R
- Cadbury’s Worm Infested
Candy Bars (2003)
- - Toyota's Recall Fiasco (2010)
PUBLIC RELATIONS, MARKETING, and
ADVERTISING……
Aren’t They All The Same Thing?
The Answer Is NO!!
ADVERTISING/MARKETING
• Traditionally Promote
Products and Services.
• Goal of Advertising is
to Generate Sales
• Vital Component of a
Substantial Business
PUBLIC RELATIONS
• Public Relations
Promote the Entire
Organization.
• Goal of PR is to
Generate Goodwill
• Is a Part of Marketing
GOALS OF PUBLIC RELATIONS
• Create, Maintain, and Protect the Organization's
Reputation
• Enhance its Prestige
• Present a Favourable Image
• Create Good will for the Organization
• Educate Certain Audiences about Many Things
Relevant to the Organization—including the
Business in General, New Legislation, and How to
Use a Particular Product—as well as to Overcome
Misconceptions and Prejudices
AREAS OF PUBLIC RELATIONS
• PRODUCT PUBLIC RELATIONS
• EMPLOYEE RELATIONS
• FINANCIAL RELATIONS
• COMMUNITY RELATIONS
• GOVERNMENT AND POLITICAL RELATIONS
• OTHER PUBLIC RELATIONS PROGRAMS:
Anniversary celebrations, events related to trade
shows, special exhibits, or fairs and festivals.
PUBLIC RELATIONS FOR SMALL
BUSINESSES
Like other types of organizations, small businesses
can benefit from public relations in terms of their
relationships with customers, employees, investors,
suppliers, or other interested members of the
community.
Experts caution small business owners against taking
on this responsibility if they are unqualified, or if they
are unable to give public relations the attention it
deserves.
HOW PUBLIC RELATIONS HELP THE
ORGANISATION
• Public relations professionals serve as counsellors,
helping develop communication programs, policies,
decisions, and courses of action — all taking into
account the impact on your various publics.
• Public relations professionals develop
communication programs aimed at both internal and
external publics.
• A PR firm can conduct research, helping your
organization anticipate and understand public
opinions, internal and external attitudes, and what’s
being said about your company.
• PR consultants are “a must” during the strategic
planning process and aid your organization by
developing a vision and a mission, plus objectives and
programs to help you better connect with the people
who matter to you.
• A public relations firm can provide you with various
forms of training, including media and presentation
training.
• PR professionals are driving social media efforts,
helping organizations engage their audience, in real
time.
• One of your most important publics are your
employees; PR pros are skilled at developing and
executing employee engagement programs
• When most people think of PR, they think of media
relations and publicity. Public relations professionals
can help you develop media relations and publicity
programs that drive key business results.
• More and more organizations are recognizing the
bottom line impact of corporate social responsibility
programs, and public relations firms are ideally
positioned to map out and execute strategic CSR
programs.
• Every leader must be able to articulate a vision and
provide thought leadership to those they serve. PR is
the only communication function that supports leaders
in this endeavour.
NEGATIVE P.R
• Negative public relations, also called dark public
relations (DPR), is a process of destroying or
discrediting. Dirty secrets, misleading facts, or
legitimate claims figure heavily into the equation. Its
use can be moral and ethical when the information
protects or informs the public of danger.
• The objective in DPR is to discredit someone else,
who may pose a threat to the client's business or be
a political rival. DPR may rely on IT security,
industrial espionage, social engineering and
competitive intelligence.
THE CURSE OF SPIN
What Does the Term Mean??
• Spin is a form of Propaganda, Achieved Through Providing an
Interpretation of an Event or Campaign to Persuade Public
opinion in favour or Against a certain Organization or Public
figure.
• “Spin" often Implies Disingenuous, Deceptive and/or highly
Manipulative tactics.
• Though, Spin cannot cover up for poor performance
and does NOT equal to good public relations!
TECHNIQUES OF SPIN
• Cherry Picking
• Non-Denial Denial
• Non-Apology Apology
• Mistakes were Made
• Phrasing in a way that Assumes Unproven Truths, or
Avoiding the Question
• "Burying Bad News": Announcing One Popular
Thing at the same time as Several Unpopular Things,
hoping that the Media will focus on the Popular one.
• Misdirection and Diversion
CONCLUSION
• Companies that understand the principles of public
relations, and employ them regularly, may enjoy a
competitive advantage over rivals which are not
public relations savvy. Among the beneficial results
of strategic public relations are increased sales,
increased customer traffic, a continual "buzz" or talk
about a company which is frequently mentioned
positively in the media, and a brightly shining image
in the eyes of their customers and potential
customers.

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Public relation aspect

  • 1. “PUBLIC RELATION ASPECT”: AN IMPORTANT TOOL FOR SUCCESS OF BUSINESS MADE BY:- VISHAKHA SHOBHANA DIVIK GUPTA ANUJ CHAUDHARY DUSHYANT PANDEY SHAILENDER SINGH
  • 2. PUBLIC RELATIONS • Interaction of a Business with its Customer Base, and or with Prospective Customers. • At its core, it is Two-way communication between an Entity and its Publics and vice versa. • It is often associated with “Reputation Management” • Modern Definition : P.R = PUBLICITY REPOSITIONED
  • 3. JOHN MARSTON’S PR “RACE” MODEL: • R = Research (Determining the problems faced by the organisations.) • A = Action (Determine the best course of action to address to the problem) • C = Communication (Determining how the public will be told; it utilizes all the appropriate media to ensure that the message can be delivered successfully to there target audience.) • E = Evaluation (It is all about asking, was the audience reached and what was the effect.)
  • 4.
  • 5. FUNCTIONS OF P.R • Writing • Media relations • Planning • Counselling • Research • Publicity • Marketing Communications • Community relations • Consumer relations • Employee relations • Government affairs • Investor relations • Public affairs
  • 6. CRISIS MANAGEMENT • One of the most Important Function of a Public Relations Expert. • Serious problems such as a product recall, a product liability law suit, strikes, government shutdowns or bankruptcies may damage the image of the company affected. • Public relations experts who handle problems such as these – they're also called crisis managers.
  • 7. CRISIS MANAGEMENT Requires more than an Apologetic Press Release!!!! • Companies must be ready to respond to disasters swiftly and decisively, using all platforms to communicate with the public. • Companies that make Mistakes must Sincerely Accept Responsibility for their Actions -- Not Distance Themselves from Them.
  • 8. FEW BEST MANAGED DISASTERS BY THE P.R - Cadbury’s Worm Infested Candy Bars (2003) - - Toyota's Recall Fiasco (2010)
  • 9. PUBLIC RELATIONS, MARKETING, and ADVERTISING…… Aren’t They All The Same Thing?
  • 10. The Answer Is NO!! ADVERTISING/MARKETING • Traditionally Promote Products and Services. • Goal of Advertising is to Generate Sales • Vital Component of a Substantial Business PUBLIC RELATIONS • Public Relations Promote the Entire Organization. • Goal of PR is to Generate Goodwill • Is a Part of Marketing
  • 11. GOALS OF PUBLIC RELATIONS • Create, Maintain, and Protect the Organization's Reputation • Enhance its Prestige • Present a Favourable Image • Create Good will for the Organization • Educate Certain Audiences about Many Things Relevant to the Organization—including the Business in General, New Legislation, and How to Use a Particular Product—as well as to Overcome Misconceptions and Prejudices
  • 12. AREAS OF PUBLIC RELATIONS • PRODUCT PUBLIC RELATIONS • EMPLOYEE RELATIONS • FINANCIAL RELATIONS • COMMUNITY RELATIONS • GOVERNMENT AND POLITICAL RELATIONS • OTHER PUBLIC RELATIONS PROGRAMS: Anniversary celebrations, events related to trade shows, special exhibits, or fairs and festivals.
  • 13. PUBLIC RELATIONS FOR SMALL BUSINESSES Like other types of organizations, small businesses can benefit from public relations in terms of their relationships with customers, employees, investors, suppliers, or other interested members of the community. Experts caution small business owners against taking on this responsibility if they are unqualified, or if they are unable to give public relations the attention it deserves.
  • 14. HOW PUBLIC RELATIONS HELP THE ORGANISATION • Public relations professionals serve as counsellors, helping develop communication programs, policies, decisions, and courses of action — all taking into account the impact on your various publics. • Public relations professionals develop communication programs aimed at both internal and external publics. • A PR firm can conduct research, helping your organization anticipate and understand public opinions, internal and external attitudes, and what’s being said about your company.
  • 15. • PR consultants are “a must” during the strategic planning process and aid your organization by developing a vision and a mission, plus objectives and programs to help you better connect with the people who matter to you. • A public relations firm can provide you with various forms of training, including media and presentation training. • PR professionals are driving social media efforts, helping organizations engage their audience, in real time. • One of your most important publics are your employees; PR pros are skilled at developing and executing employee engagement programs
  • 16. • When most people think of PR, they think of media relations and publicity. Public relations professionals can help you develop media relations and publicity programs that drive key business results. • More and more organizations are recognizing the bottom line impact of corporate social responsibility programs, and public relations firms are ideally positioned to map out and execute strategic CSR programs. • Every leader must be able to articulate a vision and provide thought leadership to those they serve. PR is the only communication function that supports leaders in this endeavour.
  • 17. NEGATIVE P.R • Negative public relations, also called dark public relations (DPR), is a process of destroying or discrediting. Dirty secrets, misleading facts, or legitimate claims figure heavily into the equation. Its use can be moral and ethical when the information protects or informs the public of danger. • The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival. DPR may rely on IT security, industrial espionage, social engineering and competitive intelligence.
  • 18. THE CURSE OF SPIN What Does the Term Mean?? • Spin is a form of Propaganda, Achieved Through Providing an Interpretation of an Event or Campaign to Persuade Public opinion in favour or Against a certain Organization or Public figure. • “Spin" often Implies Disingenuous, Deceptive and/or highly Manipulative tactics. • Though, Spin cannot cover up for poor performance and does NOT equal to good public relations!
  • 19. TECHNIQUES OF SPIN • Cherry Picking • Non-Denial Denial • Non-Apology Apology • Mistakes were Made • Phrasing in a way that Assumes Unproven Truths, or Avoiding the Question • "Burying Bad News": Announcing One Popular Thing at the same time as Several Unpopular Things, hoping that the Media will focus on the Popular one. • Misdirection and Diversion
  • 20. CONCLUSION • Companies that understand the principles of public relations, and employ them regularly, may enjoy a competitive advantage over rivals which are not public relations savvy. Among the beneficial results of strategic public relations are increased sales, increased customer traffic, a continual "buzz" or talk about a company which is frequently mentioned positively in the media, and a brightly shining image in the eyes of their customers and potential customers.