MKT310 UITM

1. TYPES OF
PUBLIC RELATIONS

2. 1. Explain the aims, activities and problems of corporate
public relations
2. Explain the aims, activities and problems of voluntary
public relations
3. Explain the aims, activities and problems of
government public relations
4. Explain the advantages and disadvantages of using
public relations consultancies.

3. Corporate Public
Relations
Voluntary Public
Relations
Government Public
Relations
Consultancy Public
Relations

4.  Aims
1. To support profit making capabilities of the firm by
creating good business environment by maintaining
harmonious r/ship between internal and external
public.
2. To organize activities and campaign aim at showing
that company is socially responsible and not purely
profit oriented.
3. To be responsive to social issues such as
environmental protection and consumerism.

5. Consumerism – a cause @ movement that advances
the rights and interest of the consumers.
Why Consumerism is A Crucial Issue in Corporate
Relations?
Consumerism is the knowledge about protecting
consumer rights and might affect corporate wealth if the
company’s product causes harm to the consumer’s
health and safety.

6. Public Affairs
Consumer Relations
Lobbying
Marketing Communication
Press Agentry
Reputation-Protection & Enhancement
Information Service
Product Publicity
Investor Relations
Recruiting
Feedback

7. A. PUBLIC AFFAIRS
 Specialized part of CPR that maintain good
governmental and community relations by initiating
discussion and debates with important groups to ensure
mutual understanding.
 Serve as liaison with government department.
 Major responsibility include Federal Government affairs,
state government affairs, local government affairs,
community relations and contributions.

8. B. CONSUMER RELATIONS
 Listening to consumer’s opinion and complain is
very important. Unfavorable public opinion will
affect sales badly.
 In consumer relations, PR give essential support
to marketing department.

9. C. LOBBYING
 Company monitors country’s laws and regulations, assist
in law-making process for the purpose of influencing
legislation
 Establishing good personal relationship with legislators
without compromising integrity of either party.

10. D. MARKETING COMMUNICATION
 Subordinate to marketing, responsible for non-
marketing concerns.
 Activities include handling customer complaints,
instruction for product used, safety information and
repair and service, booklets and manuals.

11. E. PRESS AGENTRY
 Press Agentry is creating newsworthy stories or events to
attract media attention and to gain public notice.
 PA involves planning activities and staging events which
aim to attract attention to a person, idea or product rather
than to promote understanding.

12. F. REPUTATION-PROTECTION AND ENHANCEMENT
 Building goodwill for the company.
 Showing that company is efficient producer, an honest
seller and responsible corporate citizens.
 Activities include :
 Protect company against attack
 Explain / clearing controversies
 Displaying company’s concern for environmental
problems
 Improving welfare of employees and communities.

13. G. INFORMATION SERVICE
 Supply in formation in response to queries from
public and news media.
 Arranging interviews with company’s executive.
H. PRODUCT PUBLICITY
 Introduction of new products, put fresh life to existing
products.
 Distributing news release and holding exhibitions
on new products or services.
 Work closely with marketing department.

14. I. INVESTOR RELATIONS
 Provide information to the stockholders about
company’s financial achievement, operations and plans.
J. RECRUITING
 Help Human Resource Department through preparation
of materials portraying the advantages of working for
the company.

15. K. FEEDBACK
 Providing information about public, employee
attitudes, political development, social trends and
economic indications to CEO or top management
especially information that is vital to the survival of
the company.
 Information gathered through surveys, meetings,
opinion box, press cutting, etc.

16. GENERAL MANAGER
PRODUCTION ACCOUNTING PERSONNEL SALES
PUBLIC
RELATIONS
Example 1
GENERAL
MANAGER
PERSONNEL
PUBLIC
RELATIONS
MARKETING LEGAL
DEPUTY GENERAL
MANAGER
Example 2

17. GENERAL
MANAGER
DEPUTY
GENERAL
MANAGER
•Production
•Inventory
•Engineering
DEPUTY
GENERAL
MANAGER
•Legal
•Personnel
•Sales
•Payroll
DEPUTY
GENERAL
MANAGER
•Public Relations
•Advertising
•Marketing
Example 3

18.  AIM
• Voluntary service public relation aims is to alert the
public the services offered by voluntary organization
and raise funds to finance those services.

19. • some institutionalized entity has character, regular
meetings, offices and rules to govern them.Organized
• separate from government even if they received
government funding.Private
• not attempting to generate profits for the owners
or directors. Excess revenues must be spent to
achieve organization’s mission.
Non-profit
• govern themselves and control their activities.
Set their own procedures and are independent of
external control (government).
Self-Governing
• voluntary participation in either management of
the organization or in conduct of its program.
Involves some aspect of charitable contribution.
Voluntary

20. Role promotion – stimulating public awareness of their
work.
Client services – making services known to the public
and convincing them to use it.
Fund raising – get sponsorship/donor.
Enlistment of volunteers.
Developing channels of communication with the publics
that the organization serves.
Creating favorable climate for fund raising.
Supporting public policy favorable to organization
mission.
Motivating key organizational constituent (employee &
trustees).

21. 1. Public Interest Voluntary Organization
 Organizations that deals with public interest issues
such as consumerism or environmental conservation.
Eg. CAP, SAM.
 Publicize issues to stimulate public agenda for
discussion.
 Force government and corporations to act and
respond in positive way to the issue.

22. 2. Public Service-Oriented Voluntary Organization
 Formed to provide services to particular group of
people to overcome their problem & find gainful
employment.
 e.g. Malaysian Association for the Blind, MAKNA
and etc.

23.  The aim is to seek for funds and donations.
 The use of communication tools can alert the prospects to the need
of a non-profit organization and get support such as recruitment of
volunteers, financial donation and gifts.
 Main source for fund raising are:
• Budget to support worthwhile causes. Eg:
Donation and scholarshipCorporate sector
• Allocation from annual budgets. Eg: Health
Grants & Scholarship GrantsGovernment Grants
• Shotgun approach - Require enormous amount
of planning and personnel
Annual knock on the
door appeals
• Add new donors
Direct mail and letter
box drops
• Sponsored by TV stationsTelethons
• Luncheons, dinners, gala evening, fashion
paradeSpecial events

24.  Strong Case
 Effective Leadership
 Conscientious Workers
 Prospects willing and able to give
 Significant funds to finance the campaign

25. Seldom done professionally or on a sustained basis
because:
 Activities are not sustained or coherent.
 Low operating budget.
 Difficulty in getting full time volunteers.
 PR activities are ad-hoc.

26. Federal Government PR machinery depends on Ministry of
Information which consist of three departments.
1. Film Department
Produces film for television and cinema for local and
abroad
2. Broadcasting Department
Radio broadcast. National as well as overseas services.
Supported by regional stations
3. Information Department
Press, audio-visual and field services divisions. Field
service maintain a unit in all districts in the country.
Provide training to PR personnel for all government
agencies.

27. 1. Informing constituents about activities of
government agency.
 Informed public about new regulations through
booklets, newspaper stories, posters, television
panel discussion and radio programs.
2. Ensuring active co-operation in government
programs.
 Voting, recycling, seat belt uses and anti smoking
regulation.

28. 3. Fostering citizen support for established policies
and programs.
e.g. foreign aid and welfare
4. Projecting the country overseas.
 Promoting the country by giving good image to
attract tourist.
 Good image for political purpose. Principles of
non-alignment.
 Project country as being safe place for foreign
investment.

29. 5. Handling Crisis
Riots, natural disaster, floods, air crash. Informing and liaising with
all peace-keeping public order forces, civil authorities and other
related agencies.
Steps in handling crisis:
1. Information are collected and distributed to affected bodies to
foster cooperation and fast action
2. Preceded by early warning system or drill to prepare for an
emergency
3. Intelligent appraisal of possible areas where problems will
escalate
4. Channel of communication to be kept open
5. Key publics should be identified and their information needs
should be seen.

30. 6. Recurring activities
 Referring publics to the right official handling the
matter.
 Channeling public complaint to responsible
authority.
 Handling press queries.
 Providing press with information.
 Channeling statements to press.

31. 1. Public Apathy
 Difficult to serve all taxpayers because of the lack
of interest among many citizens.
 Undisputable fact of public life.
 Lack of interest and basic knowledge of
government.
 Citizen frustration and general sense of impotence
toward government.
 Facing citizen hostility.

32. 2. Legislative Hostility
 Opposition to legislators which prevent maximum
effectiveness.
 Legislative opposition to the function at all levels
has led to legal restrictions, circumvention of
budgetary procedures and wasteful practices
design to conceal legitimate government
functioning.
 E.g. protest of industries institutions and other
vested interest when threatened by proposed
legislation or government regulation.

33.  Political leaders usually have personal PR aides called
media manager or press secretary
 Duties of a PR for a politician are:
1. Preparation of news release
2. Press briefing and background sessions
3. Speechwriting
4. Liaison with groups or individuals
5. Checking on political popularity
6. Media photo opportunities
7. Maximization of press coverage

34. PR consultancies varies in sizes but all have identical
purpose which aims at:
1. To give counsel to client.
2. Perform technical services required to carry out an
agreed-upon program.

35.  Increased urbanization.
 Expansion of government bureaucracy.
 More sophisticated mass media systems.
 The rise of consumerism.
 Demand for more information by clients.

36.  Not practical to set up own PR department due to
company’s size and budget.
 To handle ad-hoc assignment.
 To provide specialist services, e.g. house journal
production, fund raising, etc.
 Not involved in internal politics, no hidden agenda.
 Plan and execute complete PR program where own
staff do not have the capability.

37.  Speech training including appearances
 Research and evaluation
 Diversified communication tools
 Crisis communication
 Media analysis
 Community relations
 Product promotion
 Events management
 Public affairs
 Employee communications
 Positioning a company
 Financial relations

38.  Superficial(shallow) grasp of client unique problems.
 Lack or full time commitment.
 Need for prolonged briefing period.
 Resentment of internal staff.
 Strong direction by top management.
 Need for full information and confidence.
 Expensive cost.