1.1. Introduction.Introduction.2.2. Internal and External Public Relations.Internal and External Public Relations.3.3. Objectives of Public Relations.Objectives of Public Relations.4.4. Functions of Public Relation Departments.Functions of Public Relation Departments.5.5. Essential Qualities of a good Public Relations.Essential Qualities of a good Public Relations.6.6. The need for Public Relations.The need for Public Relations.7.7. Establishment of Relations with the Public.Establishment of Relations with the Public.8.8. Management Expectation from Public Relations.Management Expectation from Public Relations.9.9. 5 attributes of Public Relation.5 attributes of Public Relation.10.10. Various Publics for Public Relation.Various Publics for Public Relation.

IntroductionIntroduction

The public relations we see to establish good understanding by The public relations we see to establish good understanding by sharing a common problem or interest to the problem. By sharing a common problem or interest to the problem. By public we mean both internal and external public to the public we mean both internal and external public to the organization. We can establish mutual understanding only organization. We can establish mutual understanding only by sharing a common interest, by communicating and by sharing a common interest, by communicating and building relations. There is no mutual understanding if there building relations. There is no mutual understanding if there is no communication and mutual understanding is the core is no communication and mutual understanding is the core of the public relation. The objective of public relation differ of the public relation. The objective of public relation differ from organization to organization based on its nature and from organization to organization based on its nature and object. For an example, the object of public relation object. For an example, the object of public relation program of a social welfare organization are different from program of a social welfare organization are different from those of a non profit making organization. In the same way those of a non profit making organization. In the same way a university or an education institution have different a university or an education institution have different objects.objects.

Internal and External PublicInternal and External PublicA)A) Internal PublicInternal Public: The employees expect higher pay, company’s : The employees expect higher pay, company’s

stability and opportunity for advancement. The employers expect stability and opportunity for advancement. The employers expect increased production and employees’ loyalty.increased production and employees’ loyalty.

RequirementsRequirements: : (a) Good internal relations must be recognized as it is a basic (a) Good internal relations must be recognized as it is a basic

requirement to build a team in order to achieve the corporate requirement to build a team in order to achieve the corporate objectives.objectives.

(b) Internal public must be well informed of the broad objectives and (b) Internal public must be well informed of the broad objectives and policies of the top management and also about their mutual interest policies of the top management and also about their mutual interest in the organization.in the organization.

(c) Free flow of upward and downward communication should be (c) Free flow of upward and downward communication should be emphasized. The department of public relations is responsible to emphasized. The department of public relations is responsible to create a climate conducive towards the free flow approach to create a climate conducive towards the free flow approach to communicate freely.communicate freely.

(d) The top management must establish a good internal climate of (d) The top management must establish a good internal climate of understanding and relations.understanding and relations.

B) B) External PublicExternal Public: External Public is the one who : External Public is the one who buys the products or the services of the country. buys the products or the services of the country. This category includes dealers, wholesalers, brokers, This category includes dealers, wholesalers, brokers, suppliers, investors, consumers, government suppliers, investors, consumers, government department, financial institution, creditors, department, financial institution, creditors, debenture-holders, subsidiary companies, etc. Every debenture-holders, subsidiary companies, etc. Every organization is linked with the external parties. organization is linked with the external parties. Under all the circumstances a smooth two-way Under all the circumstances a smooth two-way communication channel external to the organization communication channel external to the organization must be maintained for running the business must be maintained for running the business effectively.effectively.

External relations is considered as life-blood of External relations is considered as life-blood of modern business and hence the management should modern business and hence the management should be aware of the importance of external be aware of the importance of external communication and the use of feedback.communication and the use of feedback.

External relations is considered as life-blood of External relations is considered as life-blood of modern business and hence the management should modern business and hence the management should be aware of the importance of external be aware of the importance of external communication and the use of feedback.communication and the use of feedback.

The public relations department should adopt a multi-The public relations department should adopt a multi-dimensional approach in order to establish relations dimensional approach in order to establish relations with the external public of various groups. It is very with the external public of various groups. It is very important top build positive attitude, develop good important top build positive attitude, develop good rapport, create confidence, win goodwill and mutual rapport, create confidence, win goodwill and mutual understanding with the external public by keeping understanding with the external public by keeping them well informed.them well informed.

Objectives of Public Objectives of Public RelationsRelations

1.1. Promote mutual understanding.Promote mutual understanding.2.2. Persuade individuals, groups, etc.Persuade individuals, groups, etc.3.3. Help in fund raising.Help in fund raising.4.4. Enhance the patronage from the various sections.Enhance the patronage from the various sections.5.5. Change the behavior and attitude of the public.Change the behavior and attitude of the public.6.6. Influence people.Influence people.7.7. Win friends.Win friends.8.8. Avoid the risk involved in misunderstanding.;Avoid the risk involved in misunderstanding.;9.9. Prepare and supply the public with information about the Prepare and supply the public with information about the

organization like price, quality, export, employment and other organization like price, quality, export, employment and other special features.special features.

10.10. Provide information about the activities of the company, to the Provide information about the activities of the company, to the press and writers.press and writers.

11.11. Liaise, counsel and advise.Liaise, counsel and advise.12.12. Improve internal staff relations.Improve internal staff relations.

13. Help the public to love life and work for the better or for worse 13. Help the public to love life and work for the better or for worse without conditions.without conditions.

14. Undertake a public relations education Programme.14. Undertake a public relations education Programme.15. Forestall attack by the competitors or opponents.15. Forestall attack by the competitors or opponents.16. Create and maintain the image or reputation about the company.16. Create and maintain the image or reputation about the company.17. Promote goodwill.17. Promote goodwill.18. Correct misconceptions and clarify on criticism of its policies and 18. Correct misconceptions and clarify on criticism of its policies and

practices.practices.19. Establish relations with federal and state legislators, agencies.19. Establish relations with federal and state legislators, agencies.20. Undertake a campaign of public education about an industry or 20. Undertake a campaign of public education about an industry or

profession and its contribution to the public.profession and its contribution to the public.21. Communicate with the public on their benefits, accident prevention, 21. Communicate with the public on their benefits, accident prevention,

labor relations and collective bargaining.labor relations and collective bargaining.22. Establish press relations, publicity articles preparations, press 22. Establish press relations, publicity articles preparations, press

release, photographs.release, photographs.23. Undertake programmes like sales training courses for retailers, 23. Undertake programmes like sales training courses for retailers,

wholesalers.wholesalers.24. Sponsor dealers and distributor relations schemes.24. Sponsor dealers and distributor relations schemes.25. Ascertain pubic opinion, conduct opinion research and understand 25. Ascertain pubic opinion, conduct opinion research and understand

public attitudes on the organization, profession and practice.public attitudes on the organization, profession and practice.

Functions of Publics Relation Functions of Publics Relation DepartmentsDepartments

1.1. Policy.Policy.

2.2. Publicity.Publicity.

3.3. Relations with the government.Relations with the government.

4.4. Community Relations.Community Relations.

5.5. Shareholders Relations.Shareholders Relations.

6.6. Product Publicity.Product Publicity.

7.7. Employee Publications.Employee Publications.

8.8. Donations.Donations.

9.9. Promotion Programme.Promotion Programme.

Essential Qualities of a Good Essential Qualities of a Good Public Relation ManagerPublic Relation Manager

1.1. Mental ability, foresight, orderliness of mind and Mental ability, foresight, orderliness of mind and judgment, willingness to think straight and promptness in judgment, willingness to think straight and promptness in decision.decision.

2.2. Integrity in the sense of mental honesty.Integrity in the sense of mental honesty.

3.3. A restrained self-confidence and coupled with initiated A restrained self-confidence and coupled with initiated and resourcefulness.and resourcefulness.

4.4. Ability to see other persons point of view and to be as Ability to see other persons point of view and to be as critical of one self as of others.critical of one self as of others.

5.5. A balance temperament particularly the absence of A balance temperament particularly the absence of emotional instability and forcefulness and self centered emotional instability and forcefulness and self centered outlook.outlook.

6.6. Persistence but not to the point of obstinacy.Persistence but not to the point of obstinacy.

Edward L. Bernays listed 11 personal characteristics needed Edward L. Bernays listed 11 personal characteristics needed by PR practitionersby PR practitioners::

1.1. Character and integrity.Character and integrity.2.2. A sense of Judgment and Logic.A sense of Judgment and Logic.3.3. A broad cultural background.A broad cultural background.4.4. Truthfulness and discretion.Truthfulness and discretion.5.5. Objectivity.Objectivity.6.6. Intuition.Intuition.7.7. A deep interest in the solution of the problem.A deep interest in the solution of the problem.8.8. The ability to think creatively and imaginatively.The ability to think creatively and imaginatively.9.9. Effective powers of analysis and synthesis.Effective powers of analysis and synthesis.10.10. Intellectual curiosity.Intellectual curiosity.11.11. Training in the social sciences and in the mechanics of Training in the social sciences and in the mechanics of

public relations.public relations.

The Need for Public RelationsThe Need for Public Relations

1.1. Communication.Communication.

2.2. New Information Order.New Information Order.

3.3. Mutuality and Understanding.Mutuality and Understanding.

Establishment of Public Relations Establishment of Public Relations with the Publicwith the Public

3 set of people…. They are..3 set of people…. They are..1.1. Those who know you and like you.Those who know you and like you.2.2. Those who know you and do not like you.Those who know you and do not like you.3.3. Those who neither know you nor care for you.Those who neither know you nor care for you.We find the large majority in the third category. And We find the large majority in the third category. And

therefore, our Aim is…therefore, our Aim is…1.1. To reach to a position where those who know you and like To reach to a position where those who know you and like

you remain in the same position.you remain in the same position.2.2. Where those who know you and do not like you to change Where those who know you and do not like you to change

their opinion and thinking.their opinion and thinking.3.3. Those who neither know you nor care for you should Those who neither know you nor care for you should

develop a wish that they could meet you and do business develop a wish that they could meet you and do business with you. Hence, its is necessary to establish relations with you. Hence, its is necessary to establish relations with the public.with the public.

Management Expectation from Management Expectation from Public RelationPublic Relation

Public Relation manager works in 8 different areas…Public Relation manager works in 8 different areas…1.1. Writing.Writing.2.2. Editing.Editing.3.3. Placement.Placement.4.4. Planning and preparation of special events.Planning and preparation of special events.5.5. Typography, layout and the technical and a Typography, layout and the technical and a

broadcasting and film.broadcasting and film.6.6. Counseling and advising for long range Counseling and advising for long range

communicative effort and public image.communicative effort and public image.7.7. Speaking.Speaking.8.8. Institutional advertising.Institutional advertising.

5 Attributes of Public 5 Attributes of Public RelationRelation

1.1. Imagination.Imagination.

2.2. Verbalizing skills for writing and speaking.Verbalizing skills for writing and speaking.

3.3. Extraversion, for contact with people.Extraversion, for contact with people.

4.4. Sensitivity to people and events.Sensitivity to people and events.

5.5. Organizing and planning skills, including Organizing and planning skills, including leadership and administrative skills.leadership and administrative skills.

Various Publics for Public Various Publics for Public RelationRelation

1.1. Shareholders’ RelationShareholders’ Relation(a)(a) Issue dividend warrant, proxy form, dividend coupon.Issue dividend warrant, proxy form, dividend coupon.(b)(b) Mobilize funds, pay dividend, interest on fixed deposits Mobilize funds, pay dividend, interest on fixed deposits

received.received.(c)(c) Certificate of transfer.Certificate of transfer.(d)(d) Share transfer application and procedure.Share transfer application and procedure.(e)(e) Issue of share certificate.Issue of share certificate.(f)(f) Describing organizational problems and objectives of the Describing organizational problems and objectives of the

company in terms of special current developments in the company in terms of special current developments in the company’s folder and other stockholders communication.company’s folder and other stockholders communication.

(g)(g) Communication on matters relating to statutory Communication on matters relating to statutory requirements, etc.requirements, etc.

(h)(h) Corresponding relating to calls, forfeiture, transmission.Corresponding relating to calls, forfeiture, transmission.

(i)(i) Respond to correspondence received from them.Respond to correspondence received from them.

(j)(j) Issue notices, agenda of the various meetings.Issue notices, agenda of the various meetings.

(k)(k) Informing by way of circulating or distributing to Informing by way of circulating or distributing to all shareholders occasional reprints dealing with all shareholders occasional reprints dealing with developments vital to them.developments vital to them.

(l)(l) Giving response to each shareholder’s inquiry Giving response to each shareholder’s inquiry which must be prompt to create goodwill.which must be prompt to create goodwill.

(m)(m) Drafting and circulating to all shareholders a Drafting and circulating to all shareholders a transcript of highlights of the annual progress at transcript of highlights of the annual progress at the company’s annual meetings.the company’s annual meetings.

2. 2. General Public RelationGeneral Public Relation(a)(a) Preparing and distributing news releases about the company in Preparing and distributing news releases about the company in

order to create public interest.order to create public interest.(b)(b) Press conferences between the company and the representatives of Press conferences between the company and the representatives of

press, radio and television.press, radio and television.(c)(c) Having a regular and prompt press information service and answer Having a regular and prompt press information service and answer

enquires from press and radio.enquires from press and radio.(d)(d) General public communication includes personalized mass mailings General public communication includes personalized mass mailings

to the editor of newspapers, magazines, radio, television directors, to the editor of newspapers, magazines, radio, television directors, educational institutions, religious institutions, public relation offices educational institutions, religious institutions, public relation offices and opinion leaders.and opinion leaders.

(e)(e) Releasing periodic advertisements in the mass media circulating Releasing periodic advertisements in the mass media circulating throughout the country.throughout the country.

(f)(f) Other important media for public communication is motion Other important media for public communication is motion pictures. It portrays the company’s operations highlighting the pictures. It portrays the company’s operations highlighting the economic advantages of the company’s area of operation.economic advantages of the company’s area of operation.

The public relation department of the company is mainly The public relation department of the company is mainly responsible for promoting goodwill among the outside public.responsible for promoting goodwill among the outside public.

3. 3. Government Relations Government Relations

(a)(a) An important dimension of external communication is An important dimension of external communication is communication with the government and its departments.communication with the government and its departments.

(b)(b) It covers several dealings.It covers several dealings.

(c)(c) Correspondence with the government may cover export-Correspondence with the government may cover export-import matters, foreign exchange dealings, registration import matters, foreign exchange dealings, registration matters, etc.matters, etc.

(d)(d) The government issues guidelines, directions and other The government issues guidelines, directions and other policy matters.policy matters.

(e)(e) There is always routine communication between There is always routine communication between government and business on several matters like foreign government and business on several matters like foreign policy, industrial policy, wage policy, etc.policy, industrial policy, wage policy, etc.

(f)(f) A company has to deal with all the correspondence in A company has to deal with all the correspondence in which it is concerned.which it is concerned.

4. 4. Customers’ RelationsCustomers’ Relations

(a)(a) The customer is the ultimate object whose The customer is the ultimate object whose satisfaction and goodwill are very important for satisfaction and goodwill are very important for the success of an organization.the success of an organization.

(b)(b) In olden days, the customer was taken granted, but In olden days, the customer was taken granted, but today the customer is the central figure of the today the customer is the central figure of the market.market.

(c)(c) His needs, satisfaction and winning the goodwill is His needs, satisfaction and winning the goodwill is of prime importance in these days of competition.of prime importance in these days of competition.

Responsibilities of the PR officerResponsibilities of the PR officer

(a)(a) To prepare welcome letters and greetings personally To prepare welcome letters and greetings personally addressed which should be signed personally by the chief addressed which should be signed personally by the chief executive officer and sent it to all old as well as new executive officer and sent it to all old as well as new customers.customers.

(b)(b) To respond promptly to all enquires made by the To respond promptly to all enquires made by the customer. Effective written communication promotes a customer. Effective written communication promotes a friendly understanding of company’s policies.friendly understanding of company’s policies.

(c)(c) To prepare brochures and other informative folders which To prepare brochures and other informative folders which are directed to specific customer groups like farmers, are directed to specific customer groups like farmers, industries, women and other special users.industries, women and other special users.

(d)(d) Prepare pamphlets and booklets printed in an attractive Prepare pamphlets and booklets printed in an attractive manner summarizing the company’s product.manner summarizing the company’s product.

5. 5. Dealer RelationsDealer Relations1.1. The dealer is a trader who carries on the business The dealer is a trader who carries on the business

of buying and selling and other dealings.of buying and selling and other dealings.2.2. He effects a substantial turn-over involved in He effects a substantial turn-over involved in

buying, selling or distributing goods and services buying, selling or distributing goods and services directly or indirectly for cash or deferred payment.directly or indirectly for cash or deferred payment.

3.3. A dealer is an important party in external A dealer is an important party in external communication.communication.

4.4. Relation of the company with the dealer is called Relation of the company with the dealer is called as Dealer Communication.as Dealer Communication.

5.5. The methods of communicating with the dealers The methods of communicating with the dealers will defer depending upon the nature of the will defer depending upon the nature of the product, distribution and media communication.product, distribution and media communication.