This PPT covers Definition, Padvantages, Objectives,Process of Public relations

1. Public Relations
Management
Dr.T.SIVAKAMI
Assistant Professor
Department of Management Studies
Bon Secours College for Women
Thanjavur

2. What Is Public Relations?
lic relations is a strategic communication pro
mpanies, individuals, and organizations use
d mutually beneficial relationships with
lic.

3. Public Relations………….

4. Definitions
Lee and Edwards Louis Bernays established the first definitio
c relations in the early 1900s which states it as ‘a manage
ion, which tabulates public attitudes, defines the policies, proced
nterests of an organization… followed by executing a progra
n to earn public understanding and acceptance’
ublic Relations Society of America in 2012 which states as ‘P
ons is a strategic communication process that builds mu
cial relationships between organizations and their publics’.

5. Kitchen (1997: 27) summarises the definitions as suggesti
public relations:
a management function . . .
vers a broad range of activities and purposes in practice . . .
egarded as two-way or interactive . . .
ggests that publics facing companies are not singular (i.e. cons
ural ...
ggests that relationships are long term rather than short term

6. Objectives of Public Relations
eating awareness about the company, its goals, products and services wher
ustaining the awareness as an ongoing process, keeping in mind wha
itors are doing, and knowing that public memory is short.
riving to be accepted by the various publics. Special efforts are required
ed by employees. A foreign company has its own requirements for b
ed on this soil.
reating a bond of trust. In times of rumors, misinformation, etc., a compan
blish the truth. In normal times, too, a company has to promote its reliability
er the frequent use of words like believe, trust, reliable, safe, 100%, et
g a company image.
etting cooperation from various quarters. A company has many publics on w
o depend. Government organizations, providers of various services etc. ha
ed in such a way that they willingly help the company.
arning recognition. It is not enough to perform feats but it is necessary t
oticed and talked about. Through winning awards, certifications etc. and ge
ead and seen, a company gets recognition. Having so-and-so as a clie
rator may itself be a recognition. This has to be publicized.

7. Advantages of Public Relations
dibility: Public trusts the message coming from
sted third party more than the advertised content.
ach: A good public relations strategy can attract m
ws outlets, exposing the content to a large audienc
t effectiveness: Public relations is a cost effec
hnique to reach large audience as compared to p
motion.

8. Disadvantages Of Public Relations
rect Control: Unlike paid media, there isn’t a direct con
the content distributed through the earned media. Th
ggest risk of investing in public relations.
To Measure Success: It is really hard to measure
ate the effectiveness of a PR campaign.
Guaranteed Results: Publishing of a press release i
nteed as the brand doesn’t pay for it. The media ou
shes it only if it feels that it’ll attract its target audience.

9. ImportanceOf Public Relations
te Brand Values
used to send out positive messages which are in line with
value and its image. This builds up the brand’s reputation.
then Community Relations
ategies are used to convey that the brand is as much part of
as the target audience. This builds up a strong relationship
nd with the public.
Up The Brand Image
and image gets a boost when the target customers get to kn
t through a third party media outlet. A good public relati
y help the brand builds up its image in a way it wants to.

10. Roles of Public Relations Management
Communication management
Crisis management
Relationship management
Resource management
Reputation or image management
Risk management

11. Elements in Public Relations
 Two-way Communication
 Mutual Understanding
Caring for Public Opinion
 Social Responsibility

12. ems in Public Relations
’s Expectation Management
problem that clients expect you to
m magic in-order to produce their
ed expectations. They expect you
k within any giving budget. They
unrealistic expectations of media
ge and how far their budget will
.
Man-Power Situation
practitioners of public relations
background disciplines in other
of studies. they lack
ehensive understanding of what it
o be a full practitioners in Public
ns

13. Problems in Public Relations
ase in Communication Platform:
munication platforms offer a swift, easy wa
minating messages across to target audience
huddles to choose the right communic
nels for clients could be painstaking. A lot of
tment need to be made in order to reach out t
audience, passing your messages across to
getting desired results.
ncial Constraint:
ncial belt-tightening has stemmed the flow of p
ons’ budgets. Companies are reluctant to s

14. Problems in Public Relations
Usage of Social Media
l media such as Face book, Linked-in, Tweeter, Net log, et
minent in this present age of our practice. However, most us
networks abuse them a lot; while some are not diplomatic
hey use them to convey messages to the public.
Awareness of Public Relations and What it Stands For
c relations is still an evolving phenomenon in most devel
ries of the world. This has caused a set back to the proliferati
iscipline in the world. Public relations is just a topic in
munication or marketing in higher institutions lieu of a discipl

15. Process of PR

16. Process of Public Relations
tions process is also called RPCE MODEL
Research or Fact finding: In this process the role of
officer is that of an ‘analyst’. In this stage the extern
environment of an organization is analyzed to elicit
, public reactions, public attitudes towards policies and a
ganization. This stage answers: what is happening? And
oblem confronting the organization?
Planning: Here the PR practitioner assumes the role
’. Based on the environmental analysis and ide
ms, necessary action plans, programmes have to be de
nned for solution to the issues. He should tell the manag
ould be done and how can it be done.

17. Process of Public Relations
Communication (implementation): PR practitioner in this p
of an ‘advocate’. How should the action plan be implemente
ogrammes, services formulated have to be grounded
riate messages to reach the target audience. Communicatio
plans have to move hand-in-hand for better impact. This
s: What is the communication strategy? What should b
mix?
Evaluation: PR practitioner in this process is that
a’. The last but very important step in PR practice is ‘evaluat
ement of results of the programme is implem
t, evaluation process the entire PR will be a futile exercise.
ow the results. Therefore the evaluation answers: How did w
the impact of public relations programmes?

18. SWOT Analysis
rategies focus on using organizational
ths to capitalize on the external
unities.
ategies also use organizational strengths
nter external threats.
strategies address and improve
zational weaknesses to be better
ed to take advantage of external
unities.
strategies attempt to correct
zational weaknesses to defend against
al threats.

19. How to improve your decision making
n: A brief description of the nature of the issue, problem or situation that
, action or study.
l : A clear, concise statement of the task to be accomplished, or the target to be r
.
/assumptions: A brief description of what the situation means, its implications
ions central to the analysis. Managers always need to know why, but not in great
: Always provide at least three response options for the situation as presen
d – preferably four options to limit the number of times a middle option may be
on the basis that it is the middle ground. If there is only one recommendation,
ned, it will most likely die and the discussion will move out of your control.
option should be included in every strategy. The optimal choice should be recom
fallback recommendations should be supportable. Be prepared to do some
n the things that have been recommended.
mendation: The recommendation is obviously based on the line of action that
t case. At the same time, be prepared to walk through an analysis of each o
proposed.
ded consequences: These are the reactions or circumstances that could ari
ed options or by doing nothing. Inadequate provision for consequenc
ment) can sabotage an otherwise useful strategy.

20. Thank You