PUBLIC RELATIONS HISTORY Role Of Public Relations In Different Sectors CHALLENGES OF PR PROSPECTS OF PUBLIC RELATIONS

1. PUBLIC RELATIONS
IN SOCIETY
by: Zarmeen Durrani

2. PUBLIC RELATIONS
• Every organization, institution, and individual
has public relations .
• Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.

3. PUBLIC RELATIONS HISTORY
BRITISH RULE
The public relations activities, took roots in the beginning of the twentieth century when some
British firms used PR techniques to buildup a good image of their organizations and to boost up the
sales of their products
Earlier, the British Government had established Public Relations offices at the Provincial level to
keep the public informed about the official policies, welfare schemes and development plans
launched by the government,
During the WWII the government decided to set-up an Inter-Services Public Relations Directorate
(ISPR) for motivating the natives to join the Armed Forces and, for keeping up the esteem and
morale of the soldiers in the British Army. Later,- Press Information Department and the Department
of Advertising, Films and Publications were set-up at the center.

4. MUGHAL ERA
Muslim rulers of South
Asia subcontinent Had
appointed Waqa-i-
Nawees (scribes)
throughout India for
keeping them
informed about the
opinions of the public
and also about the
general state of affairs
in the country.
The scribes worked
directly under the ruler
and also reported to
him on the conduct
and general, behavior
of the
provincial/regional
governors/officials,
including army
commanders

5. AFTER PARTITION
• Pre- dominant number of public relation staff
migrated to Pakistan from India.
• The government of Pakistan had therefore
reorganize and strengthen the professional PR
departments.
• government in Pakistan recognized the
importance for molding the public opinion through
public relations.

6. Role Of Public Relations In Different Sectors
PR in Government Sector
• Implementation of public policy.
• Assisting the news media in coverage of government
activities.
• Reporting the citizenry on agency activities.
• Increasing the internal bond of the agency.
• Increasing the agency’s sensitive to its public’s.
• Mobilization of support for the agency itself.

7. PR IN PUBLIC AFFAIRS
• Dealing and communicating with government
and groups with regard to societal (public)
policies, action and legislation. Primary
function of PR is to build image of public sector
companies and tell the world about contribution
made towards the economic and social well
being of the people.

8. PR IN EDUCATIONAL INSTITUTES
• Public relation officer informs and assists board administrators
with news media and community matters.
• Writes news releases, media advisories, newsletters, speeches
and promotional scripts for radio and television.
• Serves as staff coordinator for public relations and special
events coordinator for the school
• Serves as spokesperson for the school division and responses
to media and public requests for information
• Plans campaigns and strategies for new students and parents
• Monitors public and media perception of the school
• Represents the school at different events.
• Maintains online presence of the school through
• Improving internal relations
• Maintaining positive relations with the alumni.

9. PR IN POLITICS
• This involves attracting attention and interest of the
people towards the party, As well as raising the
level of awareness about the party and its leaders.
• PR in politics is employed to convey information
and shape political opinion.
• It plays the most important role in Election
strategy, ticket distribution, party funding, points
to be taken in speeches, many more things depend
on public relation of that party.

10. PR IN HOSPITALS
• Building a brand for a hospital and managing its
reputation are two important aspects of public relations.
• Moreover, public relations can and must maintain a
prosperous inter organizational climate–the relations
within investors (fund raising activities), public
authorities, nonprofit organizations and other similar
institutions.
• Last, but not least, public relations deal with the internal
dimension of the communication system like Members of
the system are happy and satisfied with the organization or
not

11. PR IN DEFENCE
• The Directorate of Public Relations (DPR) acts as the
‘Gatekeeper’ of information. It is the only authorized channel
of communication for disseminating information about the
programmes, policies and activities of the Ministry of
Defence
• DPR prepares plans for publicity during operations and
emergencies.
• It also provides feedback on the reaction in the media to the
programmes, policies, and activities of the ministry and
armed forces.
• DPR acts as media advisor to the ministry of Defence
including the armed forces

12. PR IN ORGANIZATIONS
• Public relations professionals shape an
organization's image. They build the brand, spread
the organization's message and minimize the effect
of negative publicity.
Non-profit
• Non-profit organizations face many challenges due
to limited funding. In this sector, it is important for
PR professionals to use Social Media to engage and
inspire your audience, as it is cost effective.

13. Fashion
• It is the PR professional’s duty to ensure that the
brand is being presented in the best way possible.
• PRO gains brand exposure by communicating with
editors, talking to celebrity stylists, booking shoots,
attending events and fashion shows etc.
Entertainment
• An entertainment PRO will meet many famous
celebrities, make useful contacts. In this sector, it is
their job to get the client’s name and face in front of a
waiting audience.
• PRO expected to set up interviews and manage
information about the celebrity to the public.

14. Sports
• The PRO is responsible for setting up radio sports show
interviews, appearances, dealing with issues and crisis
management in a prompt manner, publishing player’s bios
and providing constant updates to their client’s audience.
Food & Beverage
• In the Food & Beverage sector, PRO are responsible for a
variety of duties like, launching new products and
ensuring constant media coverage for brand favorites.
• Responsible to manage TV, radio, blogs, websites and
magazines buzzing for your client’s products.

15. CHALLENGES OF PR
Credibility
• Through most of the twentieth century, Public Relations
Officers had to work hard to gain access to media
outlets. This meant editors at those outlets tended to
screen PR messages for accuracy, professionalism and
quality.
• In the twenty-first century, anyone with an internet
connection can get a message out in seconds. This has
resulted in a lot of exaggeration, boasting and untrue
claims that hurt the credibility of promotions that utilize
PR.

16. Multiple Channels
• The days are gone when television, radio and
newspapers were enough to reach your audience.
Nowadays, we have multiple channels of
communication
Measuring the impact of Social Media
• It’s simple to spread the word on the various social
media sites. What’s difficult is measuring the impact of
using social media. For example, Facebook users often
object to Advertising and PR messages that appear on
their personal pages. PR messages may be dismissed
and ignored.

17. Two-Way PR
• A public relations message was once a one-way effort.
In the twenty-first century, the target audience can reply
to the messages immediately.
• PROs must monitor social media responses to see if
they are positive. This means they must be prepared to
alter their message as they get feedback from their
target audience.

18. PROSPECTS OF PUBLIC RELATIONS
Rise of
Technology
• Technology is evolving rapidly; there will certainly be more focus on online
content.
• there will be a change of approach from public relations in the form of writing
content, to a real-time relationship, because that’s what technology is making
available.
Visual
Aspect
• Now it’s all about images, videos, and GIFs.
• The future of public relations is more visual than ever before. Also, PR experts
have to keep up with popular trends and even viral trends.
SEO is the
future
• learning new skills is the best way for you to stay on top! Staying in touch with
the newest trends is crucial for anyone WP Full Care working in PR.
• There are professionals like who can take care of a Word Press site, so that
you, as a busy person can both have a website and SEO friendly content.

19. Customer focus
• A customer-focused structure is now the priority of any company. Traditional PR
professionals have had a bit of a shift in their mindset since the dawn of the internet
era.
• The future is going to be more about quality than quantity of engagements. It’s
important to focus not only on what the blogger or influencer wants to write but what
the consumers are hoping to read.
More
meaningful
relationships
• Public relations professionals make connections on behalf of companies
regularly. But, it’s important to measure those relationships, not just
coverage, as the future will require those relationships to be more
meaningful.
• That further means that those connections will have to be made with a result
in mind on both sides.