The document provides an overview of public relations management. It begins with discussing the history of public relations, tracing it back to the late 1800s when techniques were used to promote settlement in the American West. It describes how public relations became a formal profession between the late 1800s and early 1900s. The document then outlines the objectives of public relations management modules and lists common public relations tools and techniques. Finally, it discusses the roles and responsibilities of public relations managers.

1. PUBLIC RELATIONS
MANAGEMENT
Module I

2. Objectives
 To learn the functioning of PRM in an organization
 To learn about PRM communications tools and
techniques

3. History of PR
 The idea of public relations has been around as long as
people have sought to persuade other people to get them to
do something, not only do something but to keep on doing
something.
 Public relations became a formal profession in America
roughly between late 1800s and early 1900s.

4. History of PR
 In the 1800s, public relations techniques were used to
encourage settlement in the American West.
 Railroad company – which was laying down new tracks
across America – employed former journalists to create flyers
and pamphlets that described the vast opportunities in the
American frontier.
 And many believe it was the railroad company that first used
the term “public relations.”

5. History of PR
 In public relations history, the late 1800s were known as the
Age of the Press Agent.
 Press agents were concerned more about creating legends and
selling tickets to shows than truthful portrayals about their
clients.
 The man who is credited for moving the public relations
profession to its next age was Ivy Lee.
 The main difference with this new age was the emphasis on the
accuracy and honesty of the information issued to public.

6. History of PR
 During this time, as the public increasingly found its “voice,”
corporations began to be concerned with public opinion.
 Business executives began to realize that an angry public
could make doing business much more difficult, if not
impossible.
 That’s why many companies began to employ public relations
professionals whose job was to keep the public informed.
 The goal was to provide accurate information to an
organization’s stakeholders (anybody or institution that could
be affected by the organization’s business).

7. History of PR
 Today, however, public relations is much broader. In addition to
media
relations, public relations practitioners work in the following
areas:
employee relations, investor relations, community relations,
public affairs, lobbying, and social media, among other areas.
 As the scope of the profession has expanded, so has the skill
set practitioners need to be successful.

8. Module 1

9. Public Relations
 Public: The word public refers to any group of
people sharing a common interest.
 In other words, public is a group of similar
individuals, an assortment of persons having the
same interest, problems or goals.
 Public comes in many forms and sizes, they have
their likes and dislikes, wants and desires.

10. Public Relations
 Relations: Is the result of mutual understanding
derived from the process of sharing COMMON
interest.
 Human wants create the need to establish
relations with each other.

11. Public Relations
 Relationship: Relationship could be with owner
and employees, with friends, relatives, bank,
kirana/Grocery store etc.
 A relationship could be active, passive, it may be
good or bad, it may be mutual.

12. Definition of PR
 According to Institute of Public Relations, USA
‘Public Relations is the deliberate,
planned and sustained effort to
establish and maintain mutual
understanding between an
organization and its public’.

13. Definition of PR
Deliberate: It starts with the objective, it is with a
purpose
Planned: Nothing should be left to a chance,
planning helps in getting the control
Sustained: The message should stay in people’s
mind for a long time

14. Definitions of PR
 PR is the management function that identifies establishes and
maintain mutually beneficial relationship between an
organization and the various public on whom its success or
failure depends.
 PR is all about reputation – A result of What you do, What you
say, and What others say about you.

15. Objective of PR
‘The main objective of PR is to promote good
relations and understanding with not only employees
but also with the public outside the
organization’.
Mutual understanding can be established only by sharing
common interests, by communication and good relations.

16. Objective of PR
Public relations seeks to bring together all the
categories of public and develop into an integrated
and effective organisation.

17. Objective of PR
Human Relations
Empathy
Persuasion –
efforts
to get public
support
Dialogue
Understanding
To discourage
misinformation
Suggestions and
complaints
Free exchange
Better relation
Fostering attitude

18. 1. Writing and distributing press releases
2. Writing Speeches
3. Write pitches (less formal than press releases) about firm and send them
to journalists
4. Create and execute special events designed for public outreach and media
relations
5. Conduct market research on the firm or the firm’s messaging
6. Expansion of business contacts via personal networking through
attending and sponsoring events
7. Copy writing and blogging for the web (internal or external sites)
8. Crisis public relations strategies
9. Social media promotions and responses to negative opinions online
PR tactics:

19. Roles of public relations in business
 Communication management
 Crisis management
 Issues management
 PR in marketing management
 Relationship management
 Reputation or image management
 Resource management
 Risk management
 Strategic management

20. Role of PR manager
 Media: The PR Manager is tasked with the identification of relevant
media and analyst targets by conducting research and outlet analyses.
 Product Launches/Events: Here the PR Manager is tasked with
providing assistance in the product’s launch as well as the media planning
of the event.

21.  Measurement/Reporting: The PR Manager has the responsibility of constantly
monitoring the business’s industry and competitive media coverage, providing the
business with regular media activity status reports, managing daily coverage reports,
and also providing business event progress and reports as they occur.
 Supporting Role: The PR Manager supports this senior management in the
execution of integrated media relations plans, such as social media strategies, as
directed.
Role of PR manager

22.  Collaboration: The PR Manager liaises with the Content Editor, Marketing
team, and Internal Resources in developing press stories that are in support of
the business/product’s goals and objectives.
 Current Affairs: The PR Manager is also tasked with keeping the business
and the PR department updated on the latest public relations and social media
trends and using that knowledge to improve and positively impact public
relations efforts.
Role of PR manager

23.  Media Relations: The PR Manager is also responsible for supporting the business’s
commercial initiatives by effectively executing public relations programs across all
media platforms like social media, print platforms, electronic media (emails), and
press conferences.
 Strategy: The PR Manager establishes tactical public relations plans inclusive of the
messaging of the product and its solutions.
 Budget: The PR Manager has some basic financial responsibilities in developing and
proposing public relations budget to senior PR Management for approval.
Role of PR manager

24. Essential of a good Public Relations
Human
Relations
Dialogue Persuasion
Empathy
Communi
-cation

25. History of PR
Thomsan Jefferson (1807) while drafting his seventh Address to the US congress,
scratched out the words ‘State of Thoughts’ in one place and wrote ‘Public Relations’
instead.
Ivy Lee, Edward Bernays and others in America helped to evolve the basic tools and
formulate the theories and concepts of public relations.

26. In 1896, Presidential candidates in the US used public relations as a means to reach the
people.
In 1990, the first Public Relations Consultancy known as ‘Publicity Bureau’ was
formed in Boston. In 1915, Ivy Lee made his famous ‘declaration’ on truthful recording of
facts on behalf of Pennsylvania Railroad Company for handling rail and road accidents.
The period from 1929 to 1941 was marked by tramendous economic, social and political
changes in America and around the world.

27. Reasons for Growth of of pr
1) Multi- Disciplinary Subject
2) Universality
3) Growth in size of organization
4) Population growth
5) Public Relations society of India
6) Political Environment
7) Development of varied Media
8) Increasing aspiration of employees
9) Political environment
10) Development of varied media
11) Increasing aspiration of employees
12) Communication Gap
13) Public relation education
14) Social Responsibility
15) International Relations

28. P.R. Dos and Don’ts in PR
When developing public relations initiatives, here are a few dos and don’ts of which to be aware. These will
guide you forward in your communications.
P.R. Dos:
 Be very strategic
 Assess who are each of your internal and external constituents/audiences
 Determine what messages they need to hear and what you need to hear from them
 Design different public relations strategies for each constituent base
 Choose public relations tools based on your goals and target audiences
 Maintain consistent branding throughout your public relations efforts
 Be attentive, sensitive, proactive and clear in all of your public relations

29. P.R. Don’ts:
 Do not believe that public relations represents just publicity – it is the act of building and
maintaining relationships with each of your constituents
 Do not choose public relations tactics indiscriminately
 Do not pitch news stories to the media as advertisements – news media and the end user want
valuable and newsworthy information
 Do not communicate solely with your prospects and customers – you have many other constituents
that need to hear from you and communicate to you
 Do not go for one-shot communications – build a sustained effort
 Do not go for the flash – your communications should be honorable, relevant and newsworthy

30. Corporate Communication
Corporate Communication creates an efficient and
effective avenue of communication with employees, consumers,
investors and many others, locally and globally. A great deal of
management’s current concern for employee productivity and the need
to empower people has revolved around the use of teams.
http://ncert.nic.in/textbook/pdf/lehe214.pdf

35. What are PR agencies?
PR agencies promote clients and making them seem
as successful, honest, important, exciting or relevant as possible. This
is are "earned" or "free" media -- stories appearing on websites,
newspapers, magazines and TV programs -- as compared to
"paid media" or advertisements.

36. Role of Pr Agency
 Getting on the Same Page as the Client
 Writing Press Releases
 Establishing Relationships with News Agencies
 Managing Social Media Presence

37. General functions of Pr Agency
 Write and distribute press releases
 Speech writing
 Write pitches (less formal than press releases) about
a firm and send them directly to journalists
 Create and execute special events designed for
public outreach and media relations

38.  Conduct market research on the firm or the firm's messaging
 Expansion of business contacts via personal networking or attendance and
sponsoring at events
 Copy writing and blogging for the web (internal or external sites)
 Crisis public relations strategies
 Social media promotions and responses to negative opinions online

39. Publicity
 It is the movement of information with the effect of increasing
public awareness of a particular subject.
 It involves the generation of news about a company, product,
services, brand or person in various media.
 It is a short term activity and not under control. In other words,
It can go positive or negative also.
 It’s a non paid communication.
 It gets a good attention form the press.

40. Publicity
 Attention
 Visibility
 Market share
Outcomes
 Recognition
 Credible
 Cost Effective Pros
 High Frequency of exposure
 Less Control
 Less Accuracy
Cons
 Few releases published

43.  https://www.slideshare.net/anumkhan110011/advertising-and-
public-relation
 https://www.slideshare.net/bravoram/15-47458651
 https://www.slideshare.net/Aamirabbasi72/functions-of-a-pr-
agency-17680717

46. Propaganda
 Propaganda and PR can be viewed as quite similar in a number of ways:
they both aim to shape perceptions and influence public opinion, both use
mass media, and both are directed at specific audiences. The end result
for both is to get people to take some sort of action.
 The biggest difference, and most important, is the truth of the messages.
Propaganda uses bias, half-truths, misinformation, and fear to influence
the public’s attitude toward an ideal, cause, or political agenda.
Propaganda aims to create a sense of us against them – you vs. the
other.
 PR uses facts, which can be checked. PR relies on logic and sometimes
emotion to spread information between an organization or individual and
its public. The use of verifiable facts are important when pitching to a
journalist or sending out a press release, as incorrect information can
impact your credibility with journalists.

47. Thank