1. Introductory Session
Training Series
on
Public Relations Principles for
Sustainable Development
by
Anusha Sherazi
(anushasherazi@yahoo.com)
For
Sustainable Development Policy Institute, Islamabad

2. INTRODUCTIONS !
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3. "The public is the only critic whose
opinion is worth anything at all."
-Mark Twain

4. DEFINING PUBLIC RELATIONS
Publics: employs, stakeholders, donors,
communities, governments,agencies,
media
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5. The following key words frame the
definition:
 Deliberate
 Planned
 Performance
 Public interest
 Two-way communication
 Strategic Management function
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6. DEFINITION :
"Public relations is the strategic
management function that identifies,
establishes and maintains mutually
beneficial relationships between an
organization and the various publics on
whom its success or failure depends."
– Cutlip and Center, Effective Public Relations
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7. CONCEPTUALIZING
PUBLIC RELATIONS
 Not advertising
 Payments
 Complete control of message and placement
 Not publicity
 merely information transfer
 Not just media relations
 Although it’s a key tool.
 Not Marketing
 An exchange
 Narrow public – stakeholders or client, not all publics
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8. THE VALUE OF
PUBLIC RELATIONS
 The world doesn’t need more
information, but sensitive
communicators to interpret its
relevancy for people
 Public Relations principals explain
the goals and objectives of clients
and employees to the public and
provide them with guidance
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9. NEED FOR PR: CONTEMPORARY
PRACTICES AND TRENDS
 Multicultural world
 Public demand for transparency
 Corporate social responsibility (CSR)
 Increased emphasis on measurements
 Managing the 24/7 news cycle
 Continued growth of digital media
 The need for lifelong professional
development
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10. THE DIVERSITY OF PUBLIC
RELATIONS WORK :
 Counseling  Issues management
 Research  Financial relations
 Media relations  Industry relations
 Publicity  Development/fund-
 Employee/Member raising
relations
 Multicultural
 Community
relations relations
 Public affairs  workplace diversity
 Government affairs  Special events
 Marketing
communications
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11. VALUES AND VISION OF
AN ORGANIZATION
The two types of organizations:
1.Open systems: people are
receptive to change and
communication is
forthright
2.Closed system: change is
not easily accepted and
the flow of information is
tightly controlled
Source: Indian Public Relations Agency, Advocable
11
10/5/2012

12. PUBLIC RELATIONS AS
STAFF FUNCTION:
Traditional management theory divides an organization into line and
staff functions
Line managers Can :
 delegate authority
 Set goals
 Hire employees
 Directly influence the work of others
Staff
 Have little or no direct authority
 Indirectly influence the work through suggestions,
recommendations, and advice
 Although public relations departments can function only with the
approval of top management, there are varying levels of influence
that departments may exert
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13. TOWARD AN INTEGRATED
PERSPECTIVE
 An organization’s goals and objectives are best
accomplished through an integrated approach
 Integration is to use a variety of strategies and
tactics to convey a consistent message in a
variety of forms
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14. PR IS A MANAGEMENT
RESPONSIBILITY :
 Establishing PR policies, goals and activities is
a management function
 Managers work with and through others, via
guidance and assistance, to carry out their
assignments
 Management need the cooperation of
people both inside and outside the
organization to achieve objectives
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15. Case Study/Situation Analysis
BRAIN STORMING

16. CHANGING BEHAVIOURS
-Leverages key influencers and
opinion leaders.
Successful Public Relations elicits
change:
 Improved donor relationships
 Better community
relationships
 Active support from opinion
leaders
 Greater employee loyalty and
productivity
 Increased confidence in the
organization
 Increased donors, for a not-
for-profit
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17. THE PROCESS
1. RESEARCH
2. PLAN
3. COMMUNICATE
4. EVALUATE
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18. DRIVERS OF A PR
FUNCTION
 Written and Interpersonal
communication
 Research
 Negotiation
 Creativity
 Logistics
 Facilitation
 Problem Solving
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19. Tools for a PR Process
 R-A-C-E formula : Research, Analyze,
Create, Evaluate
 S-W-O-T Analysis : Strengths,
Weaknesses, Opportunities, Threats
 P-E-S-T Analysis : Political, Economic,
Social, Technological
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20. MEASURING EFFECTIVENESS
Meaningless:
•Number of releases (NRs,VNRs, NWs)
 Number of Events (Town Halls, Seminars, Workshops)
•Number of event attendees (may be a million)
Meaningful:
 Qualitative and quantitative research to measure
opinion before and after change
 Message recall
 Comparison to competitors
 Moving the meter: influencers take action
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21. TRAINING AGENDA
MOD 1 : Develop basic concepts for Public Relations
and its principles, key terms, roles and responsibilities,
organizational settings, and demand for social media
in the development sector
MOD 2:Provide an insight to various practice areas of
Public Relations including:
1. Media relations
2. Internal communication/employ engagement
3. Corporate social responsibility
4. Government relations
5. Issues and crisis management
6. donor relations
7. stakeholder communication
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22. MOD 3: Discuss and share a guide to
Communication Plan elements (situation
analysis, goal, objectives, strategies, tactics,
audiences, critical path, budget, evaluations and
measurements) and tools including RACE
formula, SWOT and PEST analysis
MOD 4: MEDIA KIT (press release, fact sheets,
Brochures, Flyers, Backgrounders, internet
pages, media advisory, Speech, human interest
feature)
MOD 5: Establish concepts for best practices,
professionalism and ethics. Discuss
international trends in use of emerging PR
technologies
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23. Questions?