It is the deliberate planned & sustained effort to establish & maintain mutual understanding between an organization and its public

1. History and Functions of PR
PRESENTED BY
BELLI P K
S3 MBA
2

2. It is the
deliberate
planned &
sustained
effort to
establish &
maintain
mutual
understanding
between an
organization
and its public
PR definition

3. PR involves
 2 way communication process between an
organization and its public
 A communication process with a view to change
mindset of public in certain directions

4. PR involves 3 progressive levels

5. Purpose of PR
 To educate the audiences on the advantages of
the product/ service
 To promote goodwill of organization
 To create, maintain, protect & build reputation
of organization

6. History of PR
• Caesar wrote 1st campaign biography
50 BC
• To convince Romans that he would be the best head of state
• St Austin delivered eulogies to Roman emperor
394 AD
• 1st of the people in charge of PR
• Thomas Paine- Master of political propaganda
1776
• His writings could make people do and believe in things

7. 1795
•Georgiana Cavendish, duchess of Devonshire, with
Charles James Fox
•Included press relations, lobbying & celebrity campaign
•PR became a profession
1903
1918
•Ivy Lee advised John D Rockefeller
•PR took next step towards professionalization with
Edward Bernay

8. Evolution of PR in India
 Ramayana- Bhadro used to report to Rama about public
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feelings and opinions about Ram’s administration
Religious leader like Buddha- Sankaracharya were
master communicators
King Asoka send his own children to Sri Lanka to Preach
Buddhism. Sangamitra- 1st female PR executive in
history
Mahatma Gandhi succeeded in bringing entire country
together to achieve independence
Systematic practice of PR began with Indian Railways in
1920s. Used exhibitions, festivals and newspaper
advertising, both in England and India, to attract
tourists

9. Government PR structure
 1918- 1st PR set up in India by the name
Central publicity board
central bureau of information
Bureau of public information
 After independence Govt set up ministry of
information and broad casting.
 Media units which handle PR
All India radio, Doordarshan Kendra, Registrar
of newspapers on India, Photo division, Indian
Institute of Mass communication etc

10. •Considered as 1st PR
counselor.
•Advised John D
Rockefeller to talk to
miners, listened to
miners and improved
their conditions
•His principles were•Tell the truth
•Provide accurate facts
•PR director ,ust have
access to top
management & must
be able to influence
decision
Ivy Lee

11. Edward Bernay
 Father of PR
 He advised the new President of Czechoslovakia
to announce independence on Monday than
Sunday to get maximum media coverage

12. Bernay’s principles
To interpret client to public
•To promote client
To interpret public to client
•Operating company in such a way
as to gain public support

13. Bernay’s other concepts
PR is a public service
PR should promote new ideas and progress
PR should build a public conscience

14. What Bernay did
Problem
Solution
 Columbian rope
 Produced radio
company had antiunion image
programs featuring
union & management
panelists
 Induced the company
to bargain with union
 Convinced the
company to sponsor a
vocational program
 Offered tours of the
plant

15. What Bernay did?
Problem
Solution
 P&G produced a
 Changed commercial
radio commercial
which were offensive
to AfricanAmericans.
 He got company to
offer AfricanAmericans significant
jobs
 Invited them to tour
plant
 Featured them in
company newsletter

16. Functions of PR
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Community relations
Consulting
Contribution programs
Customer relations
Government relations
Guest relations
Internal communication
Investor relations
Media relations
Product/ service publicity
Publications
Digital communication

17. Community relations
 Working with groups in community where org
has major operation
 Developing good cooperative climate
 Media relations personnel who work with media
at community level

18. Consulting
 Developing & recommending public policies
 Contributing PR view points in formulation of
corporate decisions

19. Contribution programs
 Sometimes part of community relations
function
 Developing policies for corporate donations
 Processing contribution requests

20. Customer relations
 Assuring that organization’s customers are
satisfied
 Deal with customer enquiries, complaints
 Advise senior management on customer related
issues and concerns

21. Government relations
 Also called public affairs
 Monitors regulations & legislation affair
 Maintaining a goodwill with Govt
 Directing program designed to promote
organizations point of view in regulation and
legislation

22. Guest relations
 Conducting office and plant tours
 Guest relation activities
 Preparing brochures, tour
guides, tapes, videos, maps and guest related
communication material
 Major function in tourism and entertainment
industry

23. Internal communications
 Preparing & publishing employee & membership
bulletins, newsletter etc
 Employee & member conferences, tele
conference
 Communication with management & board
members
 Also includes tour, employee recognition
banquets & awards

24. Investor relations
 Communicating with owners
 Communicating with related groups such as
financial institutions, brokers, securities and
financial analysts
 Preparing and coordinating annual meetings,
conferences, seminars & communication
materials such as internet site contents, annual
reports, quarterly statements

25. Media relations
 Issuing news of activities to external audience
 Establishing & maintaining contact with mass
media
 Handling responses to inquiries from news
media
 Coordinating media conferences & tours
 Tracking & evaluating media coverage

26. Product/ service publicity
 Often called marketing publicity
 Announcing new products/ services &
enhancements if any through mass media
 Developing & executing promotional programs

27. Publications
 Preparing and publishing materials for special
constituencies including dealers, agents,
advisory body, alumna

28. Digital communication
 Using internet, intranet, email etc to prepare
and deliver message to specific constituencies