PUBLIC RELATIONS & PUBLICITY
INTRODUCTION
Public relations (PR) is the practice of managing the
flow of information between an individual or an
organization and the public.
Public relations may include an organization or
individual gaining exposure to their audiences using
topics of public interest and news items that do not
require direct payment.
The aim of public relations by a company often is to persuade the public, investors, partners, employees and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions.
PUBLIC RELATION INVOLVES-
1. Evaluation of public attitudes and opinions.
2. Formulation and implementation of an organization's procedures and policy
regarding communication with its publics.
3. Coordination of communications programs.
4. Developing rapport and good-will through a two way communication process.
5. Fostering a positive relationship between an organization and its public
constituents.
SCOPE
Public relation is a window of the corporation through which
management can monitor external changes
We find regular conflicts between employer-employee
consumer-manufacturer, management-shareholders, citizens-
government and so on due to misconception and
misunderstandings. These are generally the major challenges
where public relation practitioners can play a crucial role.
They should get to know the psychology of the public mind
and acquire skill in solving and also avoiding such conflicts
PUBLIC RELATIONS AUDIENCE
Employees of the firmStockholders and investorsCommunity membersSuppliers and customersThe mediaEducatorsCivic and business organizationsGovernmentsFinancial groups
PUBLIC RELATION TOOLS
Press releases Press conferences Interviews Community involvement The Internet
EXAMPLES OF PRESS RELEASE
REEBOK USED A PRESS CONFERENCE TO ANNOUNCE THE SPONSORSHIP OF
SHAKIRA
PRESS CONFEREANCE
ADVANTAGES OF PR
Credibility Cost Avoidance of clutter Lead generation Selectivity Image building
PUBLICITY
“Publicity involves the generation of news about a
company, product, service, brand or person in various
media. It is a subset of the public relations effort”.
Key points regarding Publicity
Publicity is generally short-term focused
Publicity is not always under the control of the firm
Publicity can be negative as well as positive.
THE POWER OF PUBLICITY
Perceived as more credible
Often perceived as endorsed by the
medium in which it appears
Often has high news value
Often generates high frequency of
exposure
PUBLICITY VEHICLES
Feature Articles
Captioned Photos
Special Events
Press Conference
News Release
RESPONDING TO PUBLICITY
USING POSITIVE PUBLICITY