PRESENTED BY

BELLI P KS3 MBA

2

History and Functions of PR

PR definition

It is the deliberate planned & sustained effort to establish & maintain mutual understanding between an organization and its public

PR involves

2 way communication process between an organization and its public

A communication process with a view to change mindset of public in certain directions

PR involves 3 progressive levels

•Message should reach the public

AWARENESS

•Public should agree with the message

ACCEPTANCE

•Public should act accordinglyACTION

Purpose of PR

To educate the audiences on the advantages of the product/ service

To promote goodwill of organizationTo create, maintain, protect & build reputation

of organization

History of PR

50 BC •Caesar wrote 1st campaign biography•To convince Romans that he would be the best head of state

394 AD •St Austin delivered eulogies to Roman emperor•1st of the people in charge of PR

1776 •Thomas Paine- Master of political propaganda•His writings could make people do and believe in things

1795 •Georgiana Cavendish, duchess of Devonshire, with Charles James Fox •Included press relations, lobbying & celebrity campaign

1903 •PR became a profession•Ivy Lee advised John D Rockefeller

1918 •PR took next step towards professionalization with Edward Bernay

Evolution of PR in India

Ramayana- Bhadro used to report to Rama about public feelings and opinions about Ram’s administration

Religious leader like Buddha- Sankaracharya were master communicators

King Asoka send his own children to Sri Lanka to Preach Buddhism. Sangamitra- 1st female PR executive in history

Mahatma Gandhi succeeded in bringing entire country together to achieve independence

Systematic practice of PR began with Indian Railways in 1920s. Used exhibitions, festivals and newspaper advertising, both in England and India, to attract tourists

Government PR structure

1918- 1st PR set up in India by the name Central publicity board

central bureau of informationBureau of public information

After independence Govt set up ministry of information and broad casting.

Media units which handle PRAll India radio, Doordarshan Kendra, Registrar of newspapers on India, Photo division, Indian Institute of Mass communication etc

Ivy Lee

•Considered as 1st PR counselor.

•Advised John D Rockefeller to talk to miners, listened to miners and improved their conditions

•His principles were-

•Tell the truth

•Provide accurate facts

•PR director ,ust have access to top management & must be able to influence decision

Edward Bernay

Father of PRHe advised the new President of

Czechoslovakia to announce independence on Monday than Sunday to get maximum media coverage

Bernay’s principles

To interpret client to public

• To promote client

To interpret public to client

• Operating company in such a way as to gain public support

Bernay’s other conceptsPR is a public service

PR should promote new ideas and progress

PR should build a public conscience

Problem Solution

Columbian rope company had anti-union image

Produced radio programs featuring union & management panelists

Induced the company to bargain with union

Convinced the company to sponsor a vocational program

Offered tours of the plant

What Bernay did

Problem Solution

P&G produced a radio commercial which were offensive to African- Americans.

Changed commercialHe got company to

offer African-Americans significant jobs

Invited them to tour plant

Featured them in company newsletter

What Bernay did?

Functions of PR

Community relationsConsultingContribution programsCustomer relationsGovernment relationsGuest relations Internal communication Investor relationsMedia relationsProduct/ service publicityPublications Digital communication

Community relations

Working with groups in community where org has major operation

Developing good cooperative climateMedia relations personnel who work with

media at community level

Consulting

Developing & recommending public policiesContributing PR view points in formulation of

corporate decisions

Contribution programs

Sometimes part of community relations function

Developing policies for corporate donationsProcessing contribution requests

Customer relations

Assuring that organization’s customers are satisfied

Deal with customer enquiries, complaintsAdvise senior management on customer

related issues and concerns

Government relations

Also called public affairsMonitors regulations & legislation affairMaintaining a goodwill with GovtDirecting program designed to promote

organizations point of view in regulation and legislation

Guest relations

Conducting office and plant toursGuest relation activitiesPreparing brochures, tour guides, tapes,

videos, maps and guest related communication material

Major function in tourism and entertainment industry

Internal communications

Preparing & publishing employee & membership bulletins, newsletter etc

Employee & member conferences, tele conference

Communication with management & board members

Also includes tour, employee recognition banquets & awards

Investor relations

Communicating with ownersCommunicating with related groups such as

financial institutions, brokers, securities and financial analysts

Preparing and coordinating annual meetings, conferences, seminars & communication materials such as internet site contents, annual reports, quarterly statements

Media relations

Issuing news of activities to external audienceEstablishing & maintaining contact with mass

mediaHandling responses to inquiries from news

mediaCoordinating media conferences & toursTracking & evaluating media coverage

Product/ service publicity

Often called marketing publicityAnnouncing new products/ services &

enhancements if any through mass mediaDeveloping & executing promotional

programs

Publications

Preparing and publishing materials for special constituencies including dealers, agents, advisory body, alumna

Digital communication

Using internet, intranet, email etc to prepare and deliver message to specific constituencies

Thank You