The document discusses public relations, including its definition, objectives, tools, and importance. Some key points include: - Public relations involves managing communication between an organization and its key audiences to build favorable relationships. It aims to influence perception through earned media rather than paid advertising. - Objectives of PR include building product awareness, creating interest, and informing the public. Tools include media relations, social media, brochures, events, and newsletters. - PR is important for building a brand image, capitalizing on opportunities, promoting brand values, and strengthening community relations. It provides credibility through third-party endorsement.

1. C

2. WHAT IS PUBLIC
RELATION ?
• Public relations is the practice of managing the flow of
information between an individual and an organization and the
public
• The aim of PR by company is often to persuade the public,
investors, partners, employees and other stakeholders to
maintain a certain point of view about it, its leadership, products,
or of political decisions .

3. MARSTON’S FOUR STEP “RACE” MODEL OF PR PROCESS
R - RESEARCH
A – ACTION AND
PLANNING
C – COMMUNICATION
AND RELATIONSHIP
BUILDING
E - EVALUTION
RACE

4. Why do we need public relation ?
To enhance the reputation of an organisation .
To influence opinion
To inform public.

5. What is public relations?
• Public relations involves the cultivation of favorable relations for organizations and products
with its key publics through the use of a variety of communications channels and tools.
• Traditionally, this meant public relations professionals would work with members of the news
media to build a favorable image by publicizing the organization or product through stories in
print and broadcast media.
• building awareness and a favorable image for a company or client within stories and articles
found in relevant media outlets
• closely monitoring numerous media channels for public comment.

6. Objectives Of Public Relations
• Like other aspects of marketing promotion, public relations is used to address several broad
objectives including: Building Product Awareness. When introducing a new product or relaunching an
existing product, marketers can use a PR element that generates consumer attention and awareness
through media placements and special events.
• Creating Interest. Whether a PR placement is a short product article or is included with other products
in “round up” article, stories in the media can help entice a targeted audience to try the product. For
example, around the holiday season, a special holiday food may be promoted with PR through
promotional releases sent to the food media or through special events that sample the product.

7. ADVANTAGES OF PUBLIC RELATION
•Public trusts the message coming from a trusted third party more than the advertised content.
•CREDIBILITY
• A good public relations strategy can attract many news outlets, exposing the content to a large audience. Moreover, this
medium can help the company utilize certain organic touchpoints that are hard to capitalize on otherwise.
REACH
• Public relations is a cost effective technique to reach large audience as compared to paid promotion.
COST EFFECTIVENESS
• Public relations help the company to communicate more information to the public than other forms of communication
media.
BETTER
COMMUNICATION

8. DISADVANTAGES
OF PUBLIC
RELATIONS
No Direct Control: Unlike paid media, there isn’t a
direct control over the content distributed through
the earned media. This is the biggest risk of investing
in public relations.
Hard To Measure Success: It is really hard to
measure and evaluate the effectiveness of a PR
campaign.
No Guaranteed Results: Publishing of a press
isn’t guaranteed as the brand doesn’t pay for it. The
media outlet publishes it only if it feels that it’ll
attract its target audience.

9. Importance of public
relation
With over 63% of the value of most companies dependent on
their public image, public relations has become a very important
topic today for numerous reasons:
 Builds Up The Brand Image -The brand image gets a boost
when the target customers get to know about it through a third
party media outlet. A good public relations strategy help the
brand builds up its image in a way it wants to.
 It’s Opportunistic- Public relations strategies make the brand
capitalize on the opportunities. Google was in the news for
donating to Ebola. Facebook promoted LGBTQ rights. Coca-Cola
did a PR stunt against obesity.
These opportunities even attract many influencers to share the
brand story to their followers.
 Promote Brand Values- PR is used to send out positive
messages which are in line with the brand’s value and its image.
This builds up the brand’s reputation.
 Strengthen Community Relations- PR strategies are used
to convey that the brand is as much part of the society as the
target audience. This builds up a strong relationship of the brand
with the public.

10. TOOLS OF PUBLIC RELATION
1. MediaRelations -
Media strategies focus on circulating messages through media
channels to manage how your business is portrayed by the media.
Your media tools might include releasing media statements and fact
sheets, offering on-site media tours to encourage journalists to report
positive messages about your business, and using social media to get
the attention of journalists and track journalists who report in your
market.

11. 2. Advertorials
Advertorials are advertisements in the form of news
stories or reviews in newspapers. Advertorials allow
you to associate your advertising with the credibility
of the newspaper.
3. Social media
Social media lets you bypass the media and go
straight to your customers. Using social networking
sites such as Facebook and Twitter allows you to
follow and be followed by journalists, drive web
traffic, manage issues by responding quickly to
criticisms or negative perceptions, and increase
exposure for your business brand.

12. 4. Brochuresand catalogues
• 'Take home' or mail-out brochures or catalogues
can help keep your customers thinking about
your business and its products and services.
• Properly designed brochures and catalogues
give customers confidence in you and your
brand, and help drive customers to your website
or store.
5. Business events
Events are opportunities for business people to
gain exposure for their businesses, promote new
products or services and make sure accurate
information reaches targeted customers.

13. 6. Newsletter
Print or emailed newsletters are a good
way to promote your business,
communicate with customers and keep
them informed of new products and
services.
Regular newsletters can strengthen your
personal connections with customers
and reflect your business brand and
personality. A well written newsletter
offers information of value to your
customers.

14. Public Relations Vs Advertising
Public relations deals in communicating expertly drafted messages
using non-paid/earned media to build mutually beneficial
relationships with the public.
Advertising, on the other hand, is a paid communication message
intended to inform people about something or to influence them to
buy or try something.

16. Google’s Fight Ebola
Campaign
The outbreak of Ebola virus in 2014
was critical as it was spread among
many countries and took many lives.
Google, to help the people in need and
to build up a positive brand image,
started a donation campaign where it
pledged to give $2 for every $1 donated
to the cause through its website.
The public relations strategy attracted
the media attention and resulted to be a
huge success as Google raised $7.5
million.
SOME PR CAMPAIGNS:-

17. JUST EAT & A SICK
CUSTOMER
Just Eat is an online food ordering application which lets users add comments to
their orders .
One unwell customer tried her luck to see if she could get the delivery person to
stop enroute and get her some medicines. She wrote:
“Will you please stop in the Spar on the way and get me some
Benylin cold and flu tablets and I’ll give you the money. Only
ordering food so I can get the tablets. I’m sick xx.”
The delivery person delivered both and this public relations stunt went viral over
the media.

18. CONCLUSION
• Public relation function deals with the public opinion and informs the
firm about the same .
• It also tells people about the resulta and plans and policies of the firm
.
• It helps the firm in coordinating its activities to keep in tune with public
likes and dislikes .
• It can help the firm in moulding public opinion in its favour .
• PR is also used to help in selling the product as also in managing crisis
situations .