This document outlines the objectives, functions, and qualifications of public relations. It discusses improving understanding between organizations and audiences, creating goodwill, communicating convincingly, and eliminating misunderstanding as key objectives. Functions include community involvement, team building, government liaison, media relations, crisis communication, and marketing. Qualifications for PR specialists include strong interpersonal and communication skills, an outgoing personality, flexibility, and knowledge of various fields like advertising, writing, and public speaking.

1. PUBLIC
RELATIONS

2. OBJECTIVES OF PUBLIC RELATIONS :
• To improve mutual understanding between an organization and its members and audience.
• To create an understanding between the organization and its target audience by building
“goodwill” and “good image”.
• To take a realistic and specific approach to communicate in a convincing manner with its
target groups.
• To eliminate sources of misunderstanding.
• To broaden the sphere of influence of an organization by appropriate publicity.

3. FUNCTIONS OF PUBLIC RELATIONS:
• It involves public participation in volunteer activities to improve quality of life within the
community.
• It works on team building and employee empowerment.
• Deals with government agencies on behalf of the organisation.
• To have a mutually beneficial working relationship with news gatherers (media).
• PR in politics may stage debates and seminars for government officials.
• Creates awareness about new products launched in the market.
• To increase the value of company’s stock by improving image and reputation of
organisation.
• To ensure honest and accurate communication during a crisis.

4. QUALIFICATIONS OF PUBLIC RELATIONS OFFICER :
• PR specialists must have an ability to maintain effective personal relationships.
• PR specialists must be able to communicate persuasively, both orally and in
written.
• PR specialists must have an outgoing personality, self-confidence and an
understanding of human psychology.
• A marketing emphasis and courses in accounting, finance, economics,
business law are advantageous.
• PR specialists must be creative, flexible, decisive and resilient under stress.
• Knowledge in advertising, technical and creative writing, public affairs and
public speaking are also vital.
• Foreign language skills are also for people working in this field.
• A certification in management training programs is valuable in this field.

5. EXTERNAL MEASURES OF PUBLIC RELATIONS :
I. IMAGE BUILDING :
• PR department must create a feeling of goodwill with the public.
• PR is a two-way communication process in which information is given to the
public, and the opinions and ideas of the public are obtained.
• PR activities aim at gaining credit for good performance and not just direct
advertising.
• PR also removes all sources of misunderstanding about the organization.

6. Activities of the PR department :
• Providing information to the public
• Arranging seminars and conferences
• Arranging receptions and transport facilities for V.I.Ps
• Giving press releases
• Arranging an open house
• Maintaining cordial relations with government officials and officials from
other organizations.
• Publish house journals, magazines, bulletins etc.
• Maintaining cordial relations with the press and other mass media people.

7. II. COMMUNICATION FOR PR :
1. Open House
2. Exhibitions
3. Seminars and Conferences
4. Mass Media

8. III. Data Collection : Questionnaires and Opinion Polls
IV. Propaganda through patronizing of Sports or Social and Cultural Activities
V. Attending to Customer Complaints
VI. Giving out Press Releases and Newsletters

9. Characteristics of a good press release :
1. It should be factual
2. It should be newsworthy
3. It should be brief and precise
4. It should be drafted in simple language
5. It should be suitable for publication

10. INTERNAL MEASURES OF PR :
I. Suggestion schemes
How to make suggestion scheme effective :
1. Giving publicity
2. Giving rewards
3. Gaining supervisory support of the workers’ union
4. Making it efficient

11. II. Advice and Counselling
III. Publications : House Organs, Bulletins :
• House Organs
• News Bulletins
• Trade Bulletins
• House Journal
Contents of the House Journal and Bulletins :
1. Company News
2. Social News
3. Local News
4. General News
5. General Reading
6. Editorial
7. Photographs

12. IV. Other Methods of Internal Public Relations :
1. Notice boards
2. Posters
3. Handbooks and employee manuals
4. Public Address System
5. Film Shows
6. Excursions and Social-get-togethers
7. Other systems

13. CRISIS MANAGEMENT
It can be defined as taking decisions or finding solutions for crisis situations.
It is the technique of managing crisis situations.
Types of Business Crisis :
1. Sudden Market Shift
2. Product Failure
3. Top Management Succession
4. Cash Crunch
5. Industrial Relations
6. Takeovers
7. Adverse international happenings
8. Regulations and Deregulations
9. Wrong Public Perceptions