Public Relations Management Session 1 Evolution And Basic Concepts


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Public Relations Management - Session 1 - Evolution and Basic Concepts

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Public Relations Management Session 1 Evolution And Basic Concepts

  1. 1. PUBLIC RELATIONS MANAGEMENT Session 1 – Evolution and Basics
  2. 2. SYLLABUS <ul><li>Role of PR </li></ul><ul><li>‘ Publics’ in PR </li></ul><ul><li>Organisation structure and PR </li></ul><ul><li>PR role of managers </li></ul><ul><li>Indian perspective - communication and PR </li></ul><ul><li>PR and corporate image </li></ul><ul><li>Social responsibility of business and PR </li></ul><ul><li>PR and employee returns </li></ul><ul><li>Cooperation with media </li></ul><ul><li>Consumer an investor relations </li></ul><ul><li>Ethics </li></ul>Moksh Juneja
  3. 3. INTRODUCTION TO PUBLIC RELATIONS <ul><li>Definition </li></ul><ul><li>Evolution </li></ul><ul><li>Role of public relations </li></ul><ul><li>‘ Publics’ in public relations </li></ul>Moksh Juneja
  4. 4. DEFINITION Moksh Juneja
  5. 5. DEFINITION… <ul><li>Edward L. Bernays </li></ul><ul><li>&quot;Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.&quot; </li></ul>Moksh Juneja
  6. 6. … DEFINITION… <ul><li>Robert L. Heath </li></ul><ul><li>&quot;Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to, appreciate and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values.&quot; </li></ul>Moksh Juneja
  7. 7. … DEFINITION <ul><li>Doug Newsman and Alan Scott </li></ul><ul><li>“ Public relations is relations with the public.” </li></ul>Moksh Juneja
  8. 8. EVOLUTION Moksh Juneja
  9. 9. ERA OF PROFESSIONALISM (TODAY 1980) <ul><li>An effort by Public Relations practitioners to control the development, use and practice of Public Relations on an international level </li></ul>Moksh Juneja
  10. 10. <ul><li>“ Damn the Public” “Inform the Public” </li></ul>Moksh Juneja Customer Partnering Disseminating Information 1980 1990 Present Convenient Technology
  11. 11. CRISIS MANAGEMENT… <ul><li>Johnson & Johnson – Tylenol Capsules </li></ul><ul><li>1982 - Seven died due to contaminated Tylenol tablets </li></ul><ul><li>Public Relations Tactic – Recall </li></ul>Moksh Juneja <ul><li>J&J accepted “Social Responsibility” </li></ul><ul><li>Cooperated with authorities </li></ul><ul><li>Recalls all capsules and then burnt them publicly </li></ul><ul><li>Introduced “Triple Sealed Tamper Proof Pack” </li></ul>
  12. 12. … CRISIS MANAGEMENT <ul><li>1993 – Syringe found in a Pepsi Can </li></ul><ul><li>Public Relations Tactic – Reassurance </li></ul>Moksh Juneja <ul><li>Arranging factory visits </li></ul><ul><li>Consumer talking points </li></ul><ul><li>Bottler advisories </li></ul><ul><li>Broadcasted video footage with PepsiCo’s message </li></ul>PepsiCo got the SILVER ANVIL AWARDS
  13. 13. ERA OF PREVENTING AND PLANNING (1979 1940) <ul><li>A maturing of Public Relations as it began to be incorporated into the management function </li></ul><ul><li>Consumer Movement </li></ul><ul><ul><li>Increased awareness among consumers forced the companies to keep them informed </li></ul></ul><ul><li>Investors Relations </li></ul><ul><ul><li>1970-80s saw a surging interest in the stock market </li></ul></ul><ul><ul><li>Transparency and accountability gained investor confidence </li></ul></ul>Moksh Juneja
  14. 14. FAT MAN AND LITTLE BOY - 6TH AUGUST 1945 <ul><li>US Government announces, in a carefully crafted press release, that an American plane dropped an atomic bomb on Hiroshima </li></ul>Moksh Juneja
  15. 15. JOSEPH GOEBBELS <ul><li>He had total control of radio, press, publishing, cinema, and the other arts </li></ul><ul><li>A highly skilled demagogue Hitler, backed by Goebbels, manipulated the mob psyche </li></ul><ul><li>Conducted rallies and meetings which were a psychologically fertile environment to deliver propaganda </li></ul>Moksh Juneja Minister of People's Enlightenment and Propaganda for Hitler
  16. 16. EDWARD L. BERNAYS “FATHER OF MODERN PUBLIC RELATIONS” <ul><li>Heavy use of psychological influence and manipulation. </li></ul><ul><li>Credited with getting women to smoke by association with women’s liberation </li></ul><ul><li>He changed the American perception of ballet and dance </li></ul>Moksh Juneja
  17. 17. PUBLIC RELATIONS IN INDIA <ul><li>Personalities </li></ul><ul><li>Messages in India </li></ul>Moksh Juneja
  18. 18. LAL BAHADUR SHASTRI Moksh Juneja <ul><li>Identified as ‘Man of working class’ </li></ul><ul><li>Swept the country with his “Jai jawan, jai kisan” testimony for his election campaign </li></ul>
  19. 19. “ GARIBI HATAO” Moksh Juneja <ul><li>Indira Gandhi: </li></ul><ul><li>Used the slogan “Garibi hatao” for her election campaign. </li></ul><ul><li>Used propaganda through television to reclaim her prime-minister’s post. </li></ul>
  20. 20. PROPAGANDA IN ANCIENT INDIA Moksh Juneja <ul><li>Ashokan Inscriptions (Buddhism)Used inscriptions to spread the Hindu faith all across India </li></ul><ul><li>Islam: King Akbar tried to curb religious tension by marrying a Hindu Princess </li></ul><ul><li>Christianity: Missionaries propagated their faith as “the whiteman’s burden.” </li></ul>
  21. 21. HINDU RENAISSANCE Moksh Juneja <ul><li>Brahmo Samaj founded by Raja Ram Mohan Roy to propagate Hinduism and its finer points. </li></ul><ul><li>Arya Samaj founded in 1875 by Swami Dayanand Saraswati to move the Hindu Dharma away from all factitious beliefs and to go back to the teachings of the Vedas. </li></ul><ul><li>Aurobindo Ghose interpreted Hindu Dharma and expounded the yoga philosophy for the transformation of human consciousness. </li></ul>
  22. 22. ROLE OF PUBLIC RELATIONS Moksh Juneja
  23. 23. ROLE OF PUBLIC RELATIONS <ul><li>… attuned to the need of the clients / organization </li></ul><ul><li>… attuned to the dynamics in need of the publics </li></ul><ul><li>… attuned to the new ways of communication </li></ul>Moksh Juneja
  24. 24. ROLE OF PUBLIC RELATIONS Moksh Juneja Client Publics Public Relations Environment
  26. 26. PHASES IN PUBLIC RELATIONS <ul><li>Analyzing the general climate of attitudes and the relation of the organization to its ‘universe’ </li></ul><ul><li>Determining the attitude of any group toward the organization </li></ul><ul><li>Analyzing the state of opinion </li></ul><ul><li>Anticipating the potential problems, needs or opportunities </li></ul><ul><li>Formulating policy </li></ul><ul><li>Planning means of improving the attitude of a group </li></ul><ul><li>Carrying out the planned activities </li></ul><ul><li>Feedback, evaluation and adjustment </li></ul>Moksh Juneja
  27. 27. 'PUBLICS' IN PUBLIC RELATIONS Moksh Juneja
  28. 28. ‘ PUBLICS’ IN PUBLIC RELATIONS <ul><li>Publics : any group, with some common characteristic with which an organisation needs to communicate, including the media, government bodies, financial institutions, pressure groups, etc. as well as customers and suppliers. </li></ul>Moksh Juneja
  30. 30. THANK YOU <ul><li>Contact </li></ul><ul><li>Moksh Juneja </li></ul><ul><li>Social Media Catalyst </li></ul><ul><li>Avignyata Inc. </li></ul><ul><li>Mobile: +91 9322121170 </li></ul><ul><li>Email: [email_address] </li></ul>Moksh Juneja