Public Relations and Media - Concepts & Cases This book basically contains articles from leading journals & magzines written by experts. Pramod Rao, Srikant S Wawge, Kalyani Gohokar are the editors of this book.

1. BY-
SHWETA PAREEK
PGDM2

2. •The book contains thought
provoking articles written by experts
& published in leading magazines &
research journals.
•Articles have been edited by
PRAMOD RAO
RAVIKANT S WAWGE
KALYANI GOHOKAR

3. “PUBLIC RELATION helps an organization and its public adapt mutually to
each other”
-Public relation society of America

4. EVOLUTION OF PR
With the start of
industrial
revolution
Manufacturing
units began to
spring up
With rising
number of
competition
amongst
business
Soon the
notion of
PR began to
take shape
Starts with
handouts and
started advancing
with technology

5. POINTS OF
DIFFEREN
CE
AND
POINTS OF
PARITY

6. Functions of PR
•Act as adviser
•Scrutinize public opinion & evaluate
feedback to select optimum course of action
•Utilizing various tools for planning,
budgeting

7. ROLE OF PUBLIC RELATION
• Act as pointer to change by educating public
• Identify new opportunities
• Help the company cut losses
• Be alive to the fluctuations in the business environment
• Ensure that flow of information is smooth between management &
employee

8. PUBLIC
RELATION
T
O
O
L
S

9. BUZZ ON BLOGS
BLOG can be a
powerful tool for
companies,
both large and
small, that truly
want to have
a dialogue with
their customers
and stakeholders

10. Coco-cola’s Belgian crisis:
The Public Relation Fiasco
1999- Coco cola enterprise has one of their worst public relation nightmare in
its 113 year history.
8th June 1999- Students in Bomen,Belgium noticed that the coke they purchase
had a bad smell . School administrations called Coco-Cola Enterprise (CCE) plant
that morning to complain.
City officials at the same time complained about bad smelling coke from
vending machines.
NOW COCO-COLA realized that a crisis was occurring.

11. •Government ban number of coco-cola plants.
•Coco-cola withdrew 15 million cans & bottles
But does not gave clear information to the public & health officials. They
declared that there are no real problem.
•With additional problems being reported in France. Coco-cola finally
put its public relations damage control into action.

12. PREDICAMENT….
Damage had already been done.
Information was delayed & often
misleading.
People lost confidence in coco-cola
products. •Coco-cola’s financial performance
suffered a major setback.
•Entire operation of destroying the
products cost $103 million.
•5% decline in the bottle’s revenue.
•6% decline in cash operating profit

14. THANK YOU