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ORGANISATION AND STRUCTURE

OF

PUBLIC RELATIONS IN ORGANISATIONS

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PR and PR Professionals

y Image Managers

y Image of PROs Gin and Tonic Brigade

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Role of PR and PR Professionals in an Organisation

1. Act as a sponge absorb and understand theorganisation and business fully.

2. Act as a mini encyclopedia know the economic,political, and business situation in the country.

3. Act as air filters because there is a lot of hot air outthere. Funnel critical data to management.

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4.Act as a weathervane interpret the winds of changeblowing in the industry and business.

5.Act as a litmus put corporate strategies and activitiesthru research prior to implementing.

6.Act as a chameleon be able to adapt strategies tosituations as implied in think global, act local.

7.Act as conductors of a symphony manage corporatemessages as sensitivities of stakeholders.

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How India has Changed!-- G R Gopinath

The past decade has seen a lot of game

changers. There are 5 ways that have changed

the way Indians live, work and play.The idea of India is still nebulous and there are a

myriad of Indias, alike yet distinct. There is

something which can be described as an Indian

spirit.Anew India has emerged resurgent,

vibrant, self-confident and chaotic! It is palpable. It

is also a puzzle.

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The 5 Game Changers

1. We want it all!Abillion consumers who want Nirmato Nirvana!

2. We are connected! Reforms, new economy,globalisation. Communication technology.

3. We are on the move.Aspirations. Youth. Cocktail ofdemographics and psychographics across regions.

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4.We have greener avenues opportunities today! Jobs,mobility, entrepreneurial zeal. Hope to millions for a

better future.5.Accountability! Corporate scams, corruption and

oligarchs. Though always existed, now brazen and overarching size and scale. But the average Indian has

woken up to the possibility of the mighty being put totask.

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The New Integrated Architecture Enterprise

Vision,Objective &Strategies

e

Organization'sSta e ol ers

-----------Cust ersE l yees

are

l ers uppliers

ver

e

tCommunity

t

ers

People

r anisationalCulture

tructure

Communications

Performance easures and

Incentives

Tec nology and

t

er RequiredCompetencies

Resources

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Companies as a bundle of capabilities (intellectual

capital) and assets (physical capital) which are

connected to each other and to the stakeholders.

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PR Target GroupEmployees Shareholders Customers Trade

G

en Public

Media Opinion Politicians & Bureaucrats

Leaders

Govt.

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Understanding Company Image

y Company image management is a multi-faceted, complicatedprocess involving several audiences with their own specificneeds. The company communications must be consistently

delivered only in this fashion can company valuation rise.y Typically, three major image audiences exist:

External customers, business partners, suppliers, regulators,

business community

Internal employees, management and board of directorsFinancial investors, bankers, analysists, media, and financial

community.

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y Public Relations helps in assisting the development ofthe desires company image (or enhance the current

image) and then create a plan to manage the imageacross all the audiences.

Leading to increased revenue, profits, share price,customer satisfaction and employee

morale/motivation.

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What is PR An overviewy Media Relations

y Advertising

y Internal communicationsy Community relations

y Financial relations

y Liaison

y Supporting HR and IR

y Supporting Marketing

y Crisis management and communications

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PR Pays and How?y Corporate issues

y Industry issues

y Crisisy Environment issues

y CSR

y Ethics and self regulation consumer courts

y Leadership issues e.g. Next gen, Y gen

y M&As business, employees, culture

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What it takes to work in PR?1. Knowledge and 3 Rs

2. Aptitude for relationships

3. Aptitude for technology and media4. Key messages

5. Integration of communication functions

6. Synthesis and filtering of information

7. Being un-biased

8. Global perspective, today

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Public Relations Basisy Communication theories

y Players in PR

y Target Group/Stakeholders -- grid

y Strategy and activities

y High profile. Low profile

y CEO factor!

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Communication Theories

y Many

y Basic -- film

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Players in PRy Industry (sector)

y CompanyEmployees, external stakeholders

Media

NGOs, pressure groups

Government

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Organisations and Structures1. Company

Private sector. Public sector

Large. Medium. Small sectorPublic Ltd, Private. Ltd, Family Business

Widely held. Closely held. MNC

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2. PRAgency

Indian, MNC. Local and National.

Large. Small.Started by ex-PROs or advertising professionals

Collaborations. Tie-ups.

Purely MNCs

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3. MediaVehicles

Internal

External

4. Strategy.Activities

Objectives

Target Group

Message/s

Campaign. Schedule. Budget.

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5. Evaluation.Feedback

Pre -- audits

Post shiftsBenchmarking

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Organisation and Structuresy Company

Corporate Communications Department

y Corporate level strategies and activitiesy Size ?

y Reporting CEO or HR Director

y Internal and External PR Campaign and executionwith budget

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y PRAgency

Cluster of Clients.Works with Corp. Com.

Objectives, budget and brief from client.Planning and execution. Clients money.

Accountability spending and results!

y Media Relations

y PR material print, film, and Net

y Corporate advertising

y Events

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PR Campaign and Activitiesy Objective orientation

y Strategic and tactical

y Message/s impact, ethicaly Campaign activities

Company image management

Company reputation management

Goodwill and Relationships with stakeholders

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PR Campaign and ActivitiesStrategies and Messages determined by

objectives and needs of the organisation and

situation (situation analysis).

y Corporate advertising

y Corporate ID

y House Journals

y Websites and Internet communications

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y Financial advertising and communications

y Annual Report

y Annual General Meetingy Events.Exhibitions

y Crisis communications

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y Media Relations

y Financial (shareholder and investor) Relations

y Social and Community Relationsy Industrial Relations (support to HR)

y NGO and Opinion Leader Relations

y Government Relations

(Lobbying?? Liberalization/opening of economy)

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Project (20 marks)y One to two pages note/essay typed and hard copy:

y Theme: Do Tatas, Airtel, and Hindustan Unileverspecifically need PR at all?

If yes why and what form? If not why not?

y Submission in one week from today. Delayedsubmission will not be accepted.

Marks will be given on the rationale and logic of the

argument, in respect of the theory discussed.

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PR a key Organisational FunctionSession 2yStaff function. Cost centre. HO level.

yAccess to Management

yPR committee/council

yPR Policy

yBrief (from management)

yBudget

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PR a key Organisational Functiony SWOT analysis

y PEST analysis

y Objectives, Target Group, Media and CommunicationStrategy, Campaign Plan

y Evaluation (benchmarking) and Research MORI,

RISK, and similar models

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PR Campaign Planningy Before dealing with the dynamics of Campaign

Planning a few forms:

y Nomenclature PR, CorporateAffairs, CorporateCommunications

y Publicity free, Media interest and projection

y Propaganda propagation and promotion of a set ofideas and doctrines (positive and negative)

y Advertising Tool.Brochures, Films, and more. Corporate, CSR,Financial, etc.

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Advocacy Issues

Advertorials

y E-PR Internet, Intranet,Video Conferencing, CDRoms,

Media sites on the Net (.dot coms)

Social networks and Blogs

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PR Campaign PlanningWhat is a Campaign?

Unified, objective oriented promotional/effort, in the

media. Internal and External.y Strategy. Strategic design of messages. Over a period of

time in response to the situation (problem oropportunity) concerning the organisation

y Directed to a defined TG or publics for the desired andspecific objectives (outcome/results)

y Not a one off thing. Or and on and off switch.Sustained

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y Creates understanding (unity in image, reputation,goodwill) about the company and its communication

goalsy Principal actions and activities and use of media

towards the corporate goals

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PR Campaign Planning Essentialsy Systematic and scientific

y Effective implementation

y Feedback

y Multimedia based on the situation

y Defined goals awareness, information

-- persuade, educate, motivate

-- mould favourable public opinion

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y 6 step process:

1. Identification

2. Objective setting3. Defining TG

4. Action Plan internal, external, media/activities

5. Budgeting and scheduling

6. Evaluation and feedback

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Organising For PR Campaigny PRAgency or Direct??Acase for each!

y PRAgencyIndependent, fresh thinking, broader experience on

situations, contacts and geographical spread.

International inputs and cases, at times.

Conflicting?

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y Agency services

Creation and Production

Research data, sources (international)Media contacts and networking

Financial PR expertise (eg.Adfactors)

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y Direct (Internally)

Depth of knowledge and availability of information

On the job. No conflict

One Industry!?

If possible and budgets permitting, and internal

flexibility: COMBINATION ideal!

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Media Relationsy Publicity versusAdvertising.

Control?

Budget.

Information to be disseminated. Performance. News.

Accuracy. Correctness.

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y Activities viz Media:

Press Releases (formatting)

Press conferences(plan and kit)Interviews

Background papers

Articles and features

Photos

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Working with theMediay Queries

y News and stories

y Meeting with management

y Relations different with Print and Electronic

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y Dos

Straight forward and truthful

FrequentVarious levels

y Donts

Patronise and favour

Expect!!

Dont lie, bluff, cover-up get experts involved

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Financial Relationsy CAPITAL!

y New investors and Maintaining existing investors loyalty.Geograpahically. Support on company projects and

progressy Government and Regulators Banks, Stock Exchanges,

SEBI, RBI, Financial Institutions local and global

y

Company Shareholdersy Analysists financial companies, media: mould

thinking/opinions towards company and its growth andprogress

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y Story in numbers, backed by performance andfinancial results

y

Truthfullness, without exaggeration and fudgingy Viloation of rules and regulations

y Role of media in scams and unethical operations and

irregularites e.g. Satyam, and now 2G.

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y Conclusion:

Understanding of PR as a top management function?Challenging economic situation global economy.New vistas for companies and professionals. Think Tank inOrganisations. Good corporate citizens.

Cheaper than advertising. More effective (Jack Trout and Laura Trout)

Growing profession professionals and opportunitiesGrowth rate of22 to 25 % in the last few years

Shortage of trained professionals skill, leadership andpay!