PUBLIC RELATIONs Definition Public relations is
Description: PUBLIC RELATIONs Definition Public relations is the deliberate planned and sustained effort to establish and maintain mutual understanding between an organisation and its public Scot M. Cutlip : the management function that
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slide1. PUBLIC RELATIONs Definition
Public relations is “the deliberate planned and sustained effort to establish and maintain mutual understanding between an organisation and its public”
Scot M. Cutlip : “the management function that identifies,establishes and maintains mutually beneficial relationship between an organization and various publics on whom its success or failure depends”<br>
slide2. Public Relations contd Public Relations is a planned effort for a specific purpose.
Purpose :
To establish and continue communication channels between the organization and the public
To reach out and communicate with public
To persuade, convince and hold attention of publics<br>
slide3. Publics of PR Publics : certain groups of people
Organization’s publics:
Groups of people with whom organization needs to and wants to maintain communication
Personnel, shareholders, customers ,suppliers, financiers, government, media, community, other companies, competitors<br>
slide4. Types of Publics Internal : Employees
External: Govt., customers, investors, suppliers, community, media
An individual may be a member of one or more publics.
Eg : employee and share holder<br>
slide5. Functions of PR Main function of PR Deptt:
To create and maintain mutual understanding between public and the organization
To widen the sphere of influence of an org
To identify and eliminate sources of misunderstanding
To present a correct public image of the company
To plan and sustain govt and industrial relations
To respond to crises, accidents, strikes etc
Uses publicity, advertising, film shows, exhibitions, conferences<br>
slide6. Objectives of PR To convert negative situations into positive ones.
Negative states : discrimination, hostility,indifference and ignorance
By identifying and eliminating misunderstanding positive state is created
Positive states: understanding and goodwill<br>
slide7. Methods Internal PR: Information carried vertically and across the organization
External PR: Information carried vertically and diagonally with customers, vendors ,investors, distributors, banks, government, media etc
Means : Letters, faxes, websites, telephone, internet, audio, video, press releases, advertisements, announcements, updates<br>
slide8. Internal Public Relations Channels: Vertical, horizontal, informal
Scope :
Communication with employees at all levels
To appreciate and motivate employees
To inform about new policies, changes, mergers, expansion, financial setbacks, downsizing etc
To train and educate employees
To guide and counsel employees
To address employee grievances<br>
slide9. Methods of Internal PR Suggestion Schemes :
Method where employees can contribute their ideas, suggestions, proposals
Suggestion boxes are placed at vantage points
Cards /forms are provided
Employees can contribute anonymously
Review committee scrutinizes suggestions
Useful, feasible ones are selected and rewarded
Suggestion scheme converts complaining employee into a participating one<br>
slide10. Methods of Internal PR Advice and Counselling
Problems of employees : personal,emotional,financial,professional
Conflicts , misunderstanding, poor performance
The above to be resolved by talks, discussion, advice
Professional help through counsellors provided<br>
slide11. Methods contd Publications :
Prepared by organization
Monthly bulletins, annual, half-yearly, quarterly
Examples:
House Journals/organs:
To be informative,educative, interactive,interesting, colourful
Company news,employee news, photos<br>
slide12. Methods contd Bulletins:
Smaller than house journals
Like newspapers, contains company news
Notice Boards : Used to put up notices, photos,
Exhibitions : to educate and inform employees
Inter dept, intra-co get togethers, visits<br>
slide13. External Public Relations Purpose : Building an impressive image of the organization
Developing and sustaining mutual understanding between organization and public
Reaching out to opinion makers like govt officials, consumer groups, NGOs and media persons
To highlight organization’s attitude, commitment and social responsibility<br>
slide14. Methods of External PR Open House: Inviting public into the organization
Open House Day :Family members/neighbourhood/students invited to visit the factory/workplace for a conducted tour
Reassures family members/builds bonds
Exhibitions/Fairs/Product launch
To showcase products and interact with prospective customers
Film shows/fashion shows/art shows/sponsorships/charity shows/<br>
slide15. Methods of External PR Conferences/Seminars :
To exchange ideas, information, professional,social interaction
To present a good image as host, promote the organization and its products and practices
Attending seminars/conferences in other organizations increases learning<br>
slide16. Methods of External PR Mass Media: Used to reach out to large numbers
Use of print and electronic media, audio and visual media
Media helps shape public opinion
Information is given through press releases, press handouts, features, articles, advertisements, press conferences
Media and organizations are interdependent
Relationship should be of mutual trust and confidence<br>
slide17. Mass Media in External pr Newsletters: Meant for smaller readership,
Focus is on one topic
May be typewritten, cyclostyled or printed
Subscribers may be sent copies/online
For internal and external use
Frequency of publication will vary<br>
slide18. Mass Media in External Pr Press Release : Information prepared by organization and released to the press
To be clear, concise and brief with photos if possible
Press Hand outs : Less formal than press release
Handed out to the media at the time of event
Handouts contain the necessary information<br>
slide19. Press conference Organization directly interacts with the media
Conducted for major company events
Senior members of the organization have to be present
Interactive in nature
Press handouts may be given out
Useful in promoting the public image of the company<br>
slide20. Crisis Management A crisis may be defined as :
“ a significant threat to organizational
Functions that can have negative consequences
If not handled properly.”
It is the responsibility of the PR dept :
To handle the crisis
To ensure least damage to the organization
To have a crisis mgmt team in place<br>
slide21. Crisis Management Reasons for crisis in organizations
Lack of management ethics
Mismatch of ethics of mgmt and stakeholders
Loss of credibility due to refusal to share the truth with stakeholders
Refusal to take the blame or express regret
Allowing crisis to grow,not taking preventive
Steps
Not learning from past mistakes<br>
slide22. Crisis Management Three phases of crisis management :
Pre-crisis, Crisis response, Post-crisis
Pre-crisis :
Concerned with prevention and preparation
Formation of Crisis Management Team
Leader of team from top management
Team members from important operational
areas.<br>
slide23. Crisis management Pre crisis
Crisis management team should listen to the grapevine and rumours from outside.
The team should should be able to forsee and prevent problems from becoming crises
Good relationship with the media must be maintained.<br>
slide24. Crisis Management Crisis Response
It is the way a crisis is handled.
The team must study, analyse, understand the crisis before responding to it.
Situations and personnel connected to the crisis must be studied and understood first.
Care and concern for the affected should be shown.<br>
slide25. Crisis Management Crisis Response
A trained spokesperson should communicate with the media, give regular updates, present the facts, express regrets, avoid being aggressive or defensive ,
Communicate with employees, customers, government etc
Keep channels of communication open.
Avoid denial and blame game<br>
slide26. Crisis management Post Crisis
Focus on preventive measures
Avoid blame game
Fulfill commitments to stakeholders
Take follow-up action and information
Crisis management reveals the ethical standards of an organisation<br>
Public relations is “the deliberate planned and sustained effort to establish and maintain mutual understanding between an organisation and its public”
Scot M. Cutlip : “the management function that identifies,establishes and maintains mutually beneficial relationship between an organization and various publics on whom its success or failure depends”<br>
slide2. Public Relations contd Public Relations is a planned effort for a specific purpose.
Purpose :
To establish and continue communication channels between the organization and the public
To reach out and communicate with public
To persuade, convince and hold attention of publics<br>
slide3. Publics of PR Publics : certain groups of people
Organization’s publics:
Groups of people with whom organization needs to and wants to maintain communication
Personnel, shareholders, customers ,suppliers, financiers, government, media, community, other companies, competitors<br>
slide4. Types of Publics Internal : Employees
External: Govt., customers, investors, suppliers, community, media
An individual may be a member of one or more publics.
Eg : employee and share holder<br>
slide5. Functions of PR Main function of PR Deptt:
To create and maintain mutual understanding between public and the organization
To widen the sphere of influence of an org
To identify and eliminate sources of misunderstanding
To present a correct public image of the company
To plan and sustain govt and industrial relations
To respond to crises, accidents, strikes etc
Uses publicity, advertising, film shows, exhibitions, conferences<br>
slide6. Objectives of PR To convert negative situations into positive ones.
Negative states : discrimination, hostility,indifference and ignorance
By identifying and eliminating misunderstanding positive state is created
Positive states: understanding and goodwill<br>
slide7. Methods Internal PR: Information carried vertically and across the organization
External PR: Information carried vertically and diagonally with customers, vendors ,investors, distributors, banks, government, media etc
Means : Letters, faxes, websites, telephone, internet, audio, video, press releases, advertisements, announcements, updates<br>
slide8. Internal Public Relations Channels: Vertical, horizontal, informal
Scope :
Communication with employees at all levels
To appreciate and motivate employees
To inform about new policies, changes, mergers, expansion, financial setbacks, downsizing etc
To train and educate employees
To guide and counsel employees
To address employee grievances<br>
slide9. Methods of Internal PR Suggestion Schemes :
Method where employees can contribute their ideas, suggestions, proposals
Suggestion boxes are placed at vantage points
Cards /forms are provided
Employees can contribute anonymously
Review committee scrutinizes suggestions
Useful, feasible ones are selected and rewarded
Suggestion scheme converts complaining employee into a participating one<br>
slide10. Methods of Internal PR Advice and Counselling
Problems of employees : personal,emotional,financial,professional
Conflicts , misunderstanding, poor performance
The above to be resolved by talks, discussion, advice
Professional help through counsellors provided<br>
slide11. Methods contd Publications :
Prepared by organization
Monthly bulletins, annual, half-yearly, quarterly
Examples:
House Journals/organs:
To be informative,educative, interactive,interesting, colourful
Company news,employee news, photos<br>
slide12. Methods contd Bulletins:
Smaller than house journals
Like newspapers, contains company news
Notice Boards : Used to put up notices, photos,
Exhibitions : to educate and inform employees
Inter dept, intra-co get togethers, visits<br>
slide13. External Public Relations Purpose : Building an impressive image of the organization
Developing and sustaining mutual understanding between organization and public
Reaching out to opinion makers like govt officials, consumer groups, NGOs and media persons
To highlight organization’s attitude, commitment and social responsibility<br>
slide14. Methods of External PR Open House: Inviting public into the organization
Open House Day :Family members/neighbourhood/students invited to visit the factory/workplace for a conducted tour
Reassures family members/builds bonds
Exhibitions/Fairs/Product launch
To showcase products and interact with prospective customers
Film shows/fashion shows/art shows/sponsorships/charity shows/<br>
slide15. Methods of External PR Conferences/Seminars :
To exchange ideas, information, professional,social interaction
To present a good image as host, promote the organization and its products and practices
Attending seminars/conferences in other organizations increases learning<br>
slide16. Methods of External PR Mass Media: Used to reach out to large numbers
Use of print and electronic media, audio and visual media
Media helps shape public opinion
Information is given through press releases, press handouts, features, articles, advertisements, press conferences
Media and organizations are interdependent
Relationship should be of mutual trust and confidence<br>
slide17. Mass Media in External pr Newsletters: Meant for smaller readership,
Focus is on one topic
May be typewritten, cyclostyled or printed
Subscribers may be sent copies/online
For internal and external use
Frequency of publication will vary<br>
slide18. Mass Media in External Pr Press Release : Information prepared by organization and released to the press
To be clear, concise and brief with photos if possible
Press Hand outs : Less formal than press release
Handed out to the media at the time of event
Handouts contain the necessary information<br>
slide19. Press conference Organization directly interacts with the media
Conducted for major company events
Senior members of the organization have to be present
Interactive in nature
Press handouts may be given out
Useful in promoting the public image of the company<br>
slide20. Crisis Management A crisis may be defined as :
“ a significant threat to organizational
Functions that can have negative consequences
If not handled properly.”
It is the responsibility of the PR dept :
To handle the crisis
To ensure least damage to the organization
To have a crisis mgmt team in place<br>
slide21. Crisis Management Reasons for crisis in organizations
Lack of management ethics
Mismatch of ethics of mgmt and stakeholders
Loss of credibility due to refusal to share the truth with stakeholders
Refusal to take the blame or express regret
Allowing crisis to grow,not taking preventive
Steps
Not learning from past mistakes<br>
slide22. Crisis Management Three phases of crisis management :
Pre-crisis, Crisis response, Post-crisis
Pre-crisis :
Concerned with prevention and preparation
Formation of Crisis Management Team
Leader of team from top management
Team members from important operational
areas.<br>
slide23. Crisis management Pre crisis
Crisis management team should listen to the grapevine and rumours from outside.
The team should should be able to forsee and prevent problems from becoming crises
Good relationship with the media must be maintained.<br>
slide24. Crisis Management Crisis Response
It is the way a crisis is handled.
The team must study, analyse, understand the crisis before responding to it.
Situations and personnel connected to the crisis must be studied and understood first.
Care and concern for the affected should be shown.<br>
slide25. Crisis Management Crisis Response
A trained spokesperson should communicate with the media, give regular updates, present the facts, express regrets, avoid being aggressive or defensive ,
Communicate with employees, customers, government etc
Keep channels of communication open.
Avoid denial and blame game<br>
slide26. Crisis management Post Crisis
Focus on preventive measures
Avoid blame game
Fulfill commitments to stakeholders
Take follow-up action and information
Crisis management reveals the ethical standards of an organisation<br>