Advertising and public relations public relations Origin Need Role (GOVERMENTAL & PRIVATE) Importance Objectives Conclusion

1. ADVERTISING AND PUBLIC RELATIONS
DEPARTMENT OF MASS COMMUNUCATION-III
SUBMITTED BY: LAIBA ISRAR SHEIKH
SUBMITTED TO: MAM NAGINA BASHIR
ROLL NO: 17271516-033
15/10/2018

2. GOVERNMENTANDPRIVATEORGANIZATIONSOFPR
PUBLIC RELATIONS
“Public Relations is the deliberate, planned and sustained effort to establish and
maintain mutual understanding between on organization and its publics.”
ORIGIN OF PUBLIC RELATIONS
Thomas Jefferson (1807) used the phrase "Public relations" in the place of
"State of thought" while writing his seventh address to the US Congress. During
the time of First World War a central publicity board was set up at Bombay
(now Mumbai) for disseminating war news to the public and press. After
Second World War the Public Relations activity gained importance both
privates as well as Government started Public Relations campaigns.
NEED FOR PUBLIC RELATIONS
Investing on Public relations will help the organisation to achieve its objective
effectively and smoothly. Public Relations is not creating good image for a bad
team. Since false image cannot be sustained for a long time. Though the
organisation productor services are good it need an effective Public Relations
campaign for attracting, motivating the public to the productor service or
towards the purposeof the programme. It is not only encourage the involvement
from the public and also resulting in better image. An effective Public Relations
can create and build up the image of an individual or an organisation or a
nation. At the time of adverse publicity or when the organisation is under crisis
an effective Public Relations can remove the "misunderstanding" and can create
mutual understanding between the organisation and the public.

3. ROLEOF PR IN GOVERNMENTORGANIZATIONS
For public relations firms, an effective government relations strategy is an
important piece of doing right by their clients. Such strategies can help build
relationships between businesses and legislators, secure funding, and
provide laws and legislation that can positively impact an organization.
Public Relations involves interactions and communications between various
organizations and the public. This includes:
 anticipating and interpreting public opinion
 researching programs of action to educate the public
 setting objectives and plans to convey a particular message
A logical part of communicating with the public also involves
communicating with the public about legislative policy decisions; conveying
an organization's responsibilities as it relates to those policy decisions; and
having an opportunity to influence and change public policy. As such, a
strong government relations practice is essential to the public relations
umbrella of any communications organization.
Government Public Relations specifically focuses on how an organization
interacts with the government and its various branches and officials. This is
the area of public relations that helps build relationships and positive
interactions between an organization and government officials.
Government relations relies heavily on communicating about regulatory
issues, one-on-one conversations with government representatives, and
lobbying efforts on behalf of a group or organization.
IMPORTANCE
Communications organizations have a responsibility to their clients to be
well-versed in all areas of communication, including positive interaction
with government agencies and officials. Forbusinesses of any size,
navigating government circles can be a tedious and confusing process.
Communications agencies can help circumvent some of those struggles for
clients.
A good government relations practice should be able to:
 Represent a client and their interests from a wide variety of industries
 Provide knowledge in legislative developments
 Offer targeted messaging to reach government agencies and officials
 Conductdirect lobbying on behalf of a customer's concerns

4.  Build relationships with key government officials
 Implementation of public policy.
 Assisting the news media in coverage of government activities.
 Reporting the citizenry on agency activities.
 Increasing the internal cohesion of the agency.
 Increasing the agency’s sensitive to its public’s.
 Mobilisation of supportfor the agency itself.
NATIONAL OBJECTIVES
The basic function of the government Public Relations department / agencies is
to provide information, education/instruction to the citizens. The effort should
also motivate the people directly or indirectly, to discharge these functions in a
meaningful and purposeful manner, it is necessary that the Public Relations
Department / wing should be clear about the broad objectives which guide their
work. The national objective should be non-political, non-controversial, and on
which there should be a national consensus. The objectives should further the
interests and the well being of the public as a whole and promote the many
sided development of the country. The objectives should be long term ones and
need not necessarily change with political vagaries.
ROLE OF PR IN PRIVATE ORGANIZATIONS
Private Organizations are organizations from civil society who are proposing
solutions for society’s problems. They provide an important part of social,
educational, cultural and welfare services that community felt as necessary in
terms of development and its functionality. Thus, non-profit sector involved in
solving critical problems for society respectively those not receiving sufficient
attention from corporatefor profit or institutions of government administration.
PUBLIC RELATIONS WITHIN PRIVATE ORGANIZATIONS
Public relations serve to establish and maintain a climate conducive to
communication, understanding and cooperationbetween an organization and its
public.
Public relations activities at non-governmental organizations differs from other
sectors, in terms of persuasive components of at least five reasons:

5.  to communicate and transmit reliably messages relating to activities,
initiatives, projects under the participatory citizenship, solidarity and
altruistic;
 to create conditions for social adhesion which programs and action oriented
to community and people;
 to capture attention and interest policy and administrative makers to promote
programs to supportideas and projects that advocate;
 public relations activities are not subject to the existence of endogenous
crisis by non-profit organization but are caused by external factors objective
in case content for the NGO campaigning in public;
 primary mission of public relations achieved for the benefit NGO is to
encourage social participation around the ideal of sustained public without
ignoring the other dimensions of organizational public relations (reputation,
credibility, transparency, adherence).
As regards credibility and honesty of government organizations, the role of
public relations gained importance. Consequently, public relations can not be
excluded from activities involving fund raising from outside the organization.
Public relations is the need for NGOs to maintain a close relationship with the
public to achieve its objectives. Foundations and charities organizations use the
campaign to raise funds and acquire their advanced methods of lobbying in
collaboration with government institutions. Regardless of the operating field,
issue of promoting and maintaining social trust are major targets for non-
governmental organizations and to achieve these goals will present various
strategies for public relations.
The role of public relations is to target well-defined objectives for non-
governmental organizations such as:
 develop communication channels between the organization and
beneficiaries;
 to win public acceptance for the organization's mission;
 create and maintain a favorable climate for fund raising;
 to ensure and maintain public interest in the organization towards the
mission;
 inform and motivate organizational staff involved (employees, volunteers,
board members).
Public relations tools at a nongovernmental organization may use are varied:
 PRESS RELEASE: Press releases advantage organization that allows them to
create positive publicity through the media. The only risk which have this
press release is that the company d’onthave certainty that the subject

6. appears in the press. Also shall appearing in news media be interpreted
freely, which could distort the original meaning.
 STORIES:An organization can not write a story or an article for print media
and can not do a story for television, but may invite journalists to carry out
an exclusive story about the event that the company considers it extremely
important. This tool is advantageous in that it is much easier to control.
 INTERVIEWS ANDPRESSCONFERENCES: Press conferences have an air of
importance and credibility that used the media means to present information
on the organization.
 CREATINGEVENTS:Enables raising funds from various companies by
engaging in such actions designed to create a positive image among the
public.
PRIVACY POLICY AND ETHICAL PRINCIPLES
Public relations specialist must comply with confidentiality rules and principles
of morality and for transmitting information in connection with work done by
nongovernmental organizations such as:
 to supportcommunication networks of nongovernmental organizations and
their external environment, emphasizing transparency in the relationship
with the media;
 to protect privacy of those who benefit from services offered by
nongovernmental organizations; provide concreteinformation from reliable
sources and authorized.
CONCLUSIONS
Public relations help create an environment conducive to combining the public
interest by volunteering and philanthropic supportcoming from charitable
organizations. For the nonprofit sector, public relations construct, maintain and
ensure the functioning of raising resources to meet social objectives of the
organization. Regardless of how the act and differences between them, all
nongovernmental organizations involved in fundraising, mobilizing volunteers
and various supporters, organizing special events, have an active role in the
media and administers a headquarters. Activities begin to differ greatly in terms
of actions that NGOs operating in different areas are involved. Theseareas
ranging from human rights protection, children, environment, animals to spread
the peace in the world.