benefits of public relation

1. How Does Public Relation
Helps?

2. • Public relations departments help organizations to manage
problems or issues
– Organizations in which the public relations department is part
of their decision management level, will have resolved most of
the problems with publics before they become issues.
– Excellent public relations departments make sure that they
scan the environment around the organization and balance
their organization mission with external and internal demands
– On the one hand, they must interpreter the philosophies,
policies, programs, and practices of their management to the
public(s); and on the other hand, they must translate the
attitudes and reactions of the public(s) to their management.
– Even when they are not represented in the dominant coalition,
as environmental scanners, public relations practitioners are
sensitive to changes taking place in the larger environment
surrounding the organization that may influence the public
opinion.

3. • Public relations serves not only the organization but most important the public
interest
– Public relations practitioners must constantly communicate with many
different publics, each having each own special needs and requiring different
types of communications.
– Public relations practitioners’ role is to identify with critical publics with
whom the organization must communicate on a frequent and direct basis.
– Under the quittance of public relations, organizations learn of how to get
more sensitive to the self interests, desires, and concerns of each public.
– They understand that self interest groups today are themselves more
complex and with more power than ever before.
– They harmonizing actions necessary to win and maintain support among
each groups.
– Emphasizing and achieving a win- win arrangement.

4. • Excellent public relations departments must use research techniques as its
principal tools for developing decisions
• If communicators and public relations practitioners are decision makers, then
operations research can contribute to public relations management by helping to
provide decisions that produce efficient and/or effective courses of action in a
rigorous and demonstrable manner. Operations research can be used to help
develop well formulated objectives, that is,
– assist in goal setting;
– discover states of nature (situation analysis);
– identify possible strategies,
– competitive strategies;
– handle excessive numbers of strategies and states of nature;
– determine outcome;
– evaluate outcomes, that is quantifying the outcome's desirability; and
– select a specific strategy that is the best or the most efficient or both.

5. • The three primary forms of public relations research, as they
have been suggested are methods, mostly indirect, of
observing human behavior
– surveys to reveal attitudes and opinions,
– communication audits to evaluate how an organization is
doing with respect to particular public(s), and
– unobtrusive measures such as fact finding, content
analysis, and readability studies.
• As a result helps management to stay familiar with
environmental changes; to predict trends

6. The four Models of PR
Press Agentry/Publicity
For Propaganda purpose , one way communication– complete truth is
not essential, Source – Receiver as com. model, the initiative is always
strongly in the hands of the source/sender. The means are usually strait
forward advertising or other promotional activities
Public Information
For dissemination of information purpose, one way communication but
truth is important, source receiver as communication model, it is one
way communication w/out usually the purpose of persuasion. little
research usually readability and readership, is used for Government-
nonprofit associations, businesses

7. The four Models of PR
Two way Asymmetric
For Scientific persuasion purposes, two way imbalanced effects
communication, source – receiver – source com. Model, research is
formative with evaluation of attitudes, typical use in competitive
business and agencies
 Two Way Symmetric
For mutual understanding purposes, two way balanced effects,
symmetrical mod., formative with evaluation of understanding, typical
used in regulated business and agencies

8. Management: NATURE OF
COMMUNICATION• Need for a common ground
• Feedback
• The role of the senses
• Source – message encoding – channel – message decoding – receiver
– Noise and Feedback