Public relations (PR) involves managing the flow of information between an organization and the public to build goodwill. The key goals of PR are to promote a positive corporate image and handle unfavorable events in a way that sways public opinion in the company's favor. Major PR activities include press relations, product publicity, lobbying, counseling, and promoting goodwill. PR aims to influence target audiences through earned media coverage rather than paid advertising.

1. Public Relations
 Building good relations with the company’s various public’s by obtaining favourable
publicity, building up a good “corporate image” and handling or heading off
unfavourable rumors, stories and events.
 Hilton International defines PR as “the process by which we create a positive
 Public relations (PR) is the practice of managing the flow of information between an
individual or an organization and the public.
 The aim of public relations by a company often is to persuade the public, investors,
partners, employees, and other stakeholders to maintain a certain point of view about
it, its leadership, products, or of
Definition
“Public relations is a planned process to influence public opinion, through sound character and
proper performance, based on mutually satisfactory two-way communication.”
Marston‟s four-step “RACE” model describes the PR process:
R = Research
A = Action
C = Communication
E = Evaluation
PUBLIC RELATION FUNCTIONS
1. Community relation
2. Employee relation
3. Product public relation
4. Financial relation
Other public relations activities include:
 Publicity events
 Books and other writings
 Collateral literature, both offline and online
 Direct communication
 Blogs
 Social media and social networks

2. Advantages
 low cost
 effective because they are not seen as commercial messages
 credibility
 prestige and impressiveness of mass-media coverage
 added excitement and dramatization
 maintenance of “public” presence
 Lead Generation
 Ability to reach specific groups
 Image Building
Disadvantages
 difficult to arrange consistently / PR Difficult to quantify PR benefits
 lack of control
Key Characteristics of PR
 Message credibility
 No direct media costs
 Loss of control over publication
 Loss of control of content
 Loss of control of timing
Major Activities of PR Departments
 Press relations: The aim is to place newsworthy information into the news media to
attract attention. It is credible since most consumers view it as third-party information.
E.g. A positive write-up of a resturant in the newspaper.
 Product publicity: It involves various efforts to publisize specfic or new products such
as a food festival, a newly renovated hotel or a nonfat desserts have potential for
publicity.
 Lobbying: It involves dealing with legislators and government officials to promote or
defeat legislation and regulation.
 Counseling: It involves advising management about public issues and company positions
and image.
Functions of PR Promoting goodwill
 Promoting product, service, corporate image
 Corporate communications
 Lobbying
 Counteracting negative publicity

3. Major Public Relations Tools
 News: PR people find or create favourable news about the company and its products or
people. Sometimes news stories occur naturally, and sometimes the PR person suggests
events or activities (e.g. X conference, Miss World…) that would create news.
 Speeches: company executives answer the questions from the media or give talks at
trade associations or sales meetings
 Special events: ranging from news conferences, receptions, press tours (fam trips),
grand openings… to reach and interest target publics.
 Written materials: include press release, annual reports, brochures, articles, company
newsletters, magazines… to reach and influence the target markets.
 Audiovisual materials: such as films, video- and audiocassettes…
 Corporate-identity materials: help to create a corporate identity that the public
immediately recognizes such as logos, stationery, brochures, signs, business forms,
business cards, buildings, uniforms, company cars and trucks become marketing
tools when they are attractive, distinctive, and memorable.
 Public-service activities: companies can also improve their goodwill by contributing
money and time to public-service activities. E.g. giving donations to street children
Publics
o The organizations publics can be broken down into two as;
External
 Media: TV, radio and press
 Public: local communities, general public
 Government: local, regional, national authorities
Internal
• Internal stakeholders: shareholders, banks, boards of trustees
• Internal representatives: staff, trade union reps
• Internal commercial: suppliers, intermediaries, customers
The Role of PR / Role of PR Officer
o The role of PR and publicity is larger than advertising.
o There are two types of reasons to engage in PR;
• Reactive – crises management
• Proactive
o In tourism and hospitality, the use of “press kits” are increasing to pull travel writers. In
case of internal stakeholders, newsletters are often used.

4. Advocate
The public relations manager is the chief advocate for the company. He must focus all energy
on building an organization that will be deemed a good corporate citizen. He is the mouthpiece
for management -- and in political circles known as the press secretary.
Communicator
The public relations manager crafts communications policies and oversees the development of
all statements and news releases for the company. Sociology, psychology and good journalism
are requisite talents for the manager and staff. Communications must be clear, concise and
relevant to the audience.
Problem Solver
The public relations manager is the ultimate spin doctor. It is her job to put the best face on
news and information that could embarrass or malign the company's reputation. Often, she will
be called upon to polish mundane information into platinum data that gives the company more
credit than would ordinarily be due for routine accomplishments.
Opinion Maestro
The public relations manager directs all outreach efforts. He is responsible for media
placements and coordinating organizational functions and the efforts of executives. It is his
responsibility to determine the executive appropriate for each situation and ensure that person
has approved information and statements in hand.
Uses of PR
o Customer complaints and redressal
o It is an opportunity to cement relations with the customer
o Very important in the service and hospitality industry Combating rumours / falsehoods
o Confront and disclose facts in leading media
o Give the positive side of the story
o Capitalise on rumour to your benefit
o Rumour can be dismissed as ridiculous
When PR is used for the purpose of marketing its product and services, it is known as
Marketing Public Relations (MPR) It can be a very important component of the entire
communications mix of the company
Objectives of MPR
 Assist in the launch of products/company
 Assist in repositioning a mature product
 Building interest in in a product category

5.  Influencing specific target groups
 Countering negative publicity
 Building corporate image that rubs off onto its products
PR Opportunitiesfor the Hospitality Industry
 Individual properties; stories in the hotel
 Build PR around the owner/operator
 Build PR around location
 Build PR around a product or service; a drink, a dessert, a bar and grill, a special entree,
fireplace in the guest rooms, even ducks in the pond, etc

6. Comparison Chart
BASIS FOR
COMPARISON
PUBLICITY PUBLIC RELATIONS
Meaning Publicity refers to a public
relation function, that uses any
communication channel to
convey news or information
about someone or something,
through media.
Public Relations is a
marketing tool, that is used to
maintain goodwill and
reputation of the company
and its product among
people.
Control It is not under the control of
company.
It is controlled by the
company
Nature Positive or Negative Positive
Form of
communication
Non-paid Communication Paid Communication
Intends Public awareness Public attention