Public relations is a management function that involves monitoring public attitudes and maintaining mutual understanding between an organization and its public. It aims to improve communication channels and establish two-way information flow. Public relations helps organizations compete effectively in a competitive global environment. It is defined as the management function that evaluates public attitudes, identifies organizational policies and procedures, and executes action plans to earn public understanding and acceptance. Models of public relations include the publicity model, public information model, and two-way symmetrical model where communication control is shared between the organization and public.

1. fundamental of Public
Relations
MS .Amaninder kaur
Assistant professer
UIMS
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2. Introduction
Public Relation is a management function that involves
monitoring and evaluating public attitudes and
maintaining mutual relations and understanding
between an organization and its public. Public could
include shareholders, government, consumers,
employees and the media. It is the act of getting
along with people we constantly come in touch with.
PROs ensure internal cohesion in the company by
maintaining a clear communications network
between the management and employees

3. Cont..
Its first objective is to improve channels of
communication and to establish new waysof setting
up a two-way flow of information and understanding.
Subject of Public relations is a
management function that helps organization to
compete effectively in the competitive and global
era. The job scope of public relations goes far beyond
the skills of communicating. To be
competent and efficient practitioners urgently need
holistic skills and knowledge.
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4. MEANING AND DEFINTION OF PUBLIC RELATIONS
Technically defined, public relations are the
management function that evaluates public
attitudes,identifies the policies and procedures of
the organization, and executes a program of action to
earn public understanding and acceptance. It
includes the followings:
 Public Attitudes
 Policies and Procedures
 Execute a Plan of Action
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5. NEED FOR PR
• An effective Public Relations can create and
build up the image of an individual or an
organization or a nation.
• Public relations will help the organisation to
achieve its objective effectively and smoothly.
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6. FUNCTIONS
• Public Relations is establishing the relationship
among the two groups (organization and public).
• Art or Science of developing reciprocal
understanding and goodwill.
• It analyses the public perception & attitude,
identifies the organisation policy with public interest
and then executes the programmes for
communication with the public.
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7. MODELS OF PUBLIC RELATIONS
According to the communications fluxes,
the quality of the sent information, its value of
truth and the goal for which the communication
is performed, the specialists in the field
established several models of public relations, as
Follows:
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8. The pressagenty / publicity model
The pressagenty / publicy model – characterized by a
unidirectional communication, from the organization
to the public, in which the truth does not mean the
essential quality of the sent information. The goal of
the communication is a propagandistic one, to
promote the organizations’ faiths, and the
communication strategies used are not enclosed in a
theoretical based matrix.
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9. The public information model
The public information model – its main idea
consists of transmitting to the public the most
information about the organization. It is a
one-way communica-tion, non-based
theoretically, but that uses the real and as
complete as possible information.
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10. The two-way asymmetrical model
The two-way asymmetrical model – renounces
the one-way communication and moves on to
a self adjustment two-way system, using in
this purpose, the feedback. The information
fluxes are asymmetrical, and it is the
organization that controls the communication.
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11. The two-way symmetric model
The two-way symmetric model– the feed-back
becomes an identification modality of those public’s
needs that can be covered by the policies used by
the organization. The public’s interest counts equally
for the organization and for its own interest and the
public relations will be successful when both types of
interests reach the maximum position. The
communication control is no more strictly done by
one of the parties, but any of they, which justify the
twoways and the symmetry of the model can initiate
it.
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12. The Evolution of
Public Relations
Evolution of PR’s three principal functions:
 Press agentry
 Publicity
 Counseling
hyping: the promotion of movie and television stars,
books, magazines, etc. through shrewd use of the
media and other devices
press agent: is at the center of hyping and is defined
as “a person whose work is to get publicity for an
individual, organization, etc.”
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13. PR’s Evolution (cont’d)
Pseudoevent—a planned happening that occurs primarily for the
purpose of being reported. Some of the more flamboyant and
fun aspects of PR today trace their roots to the development of
press agentry
Phineas T. Barnum—the great American showman of the 19th
century was the master of the pseudoevent. Best remembered
for his Barnum & Bailey three ring circuses.
Publicity: consists mainly of the issuing of news releases to the
media about the activities of an organization or an individual, is
one of the earliest forms of PR.
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14. 20th Century figures (cont’d)
 Ivy Lee: the first public relations counselor
 Lee was a former business reporter at the New York World.
 Emergence of modern PR began in 1906 when Lee was hired
by the coal industry, then embroiled in a strike. Miners leaders
was talking to reporters, providing facts and figures, but coal
owners leader had refused to talk to the press.
 Lee persuaded leaders to change their attitude. Lee issued a
“Declarationof Principles” which signaled the end of the
“public-be damned” attitudeof business and the beginning of
the “public-be-informed” era.
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15. THANKYOU
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16. References
• Mehta, D.S., Handbook of Public Relations in
India.
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