public relation management
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This document contains almost all functions of Public Relation Officer and Public Relation DePartment..TRANSCRIPT
PUBLIC RELATION 2013
INTRODUCTION TO PUBLIC RELATIONS
In the modern business organizations there are many functions perform by different
managers in different department like planning, organizing, directing, reporting,
controlling and communication. The may be different departments like HR, marketing,
finance and others. One of the important functions and departments of modern business
organization is public relations.
In a simple meaning public relation is a combination of two words public relations. I.e.
Relation with public. Public relation is a systematic way of solving any problem in an
organization. Public relation is also very much helpful during crisis as far as public
relation is concerned they are very much responsible for increasing reputation goodwill
and image of an organization. Publication is also very much important for
communication. Communication with all the type of public [internal and External] is the
job and responsibility of public relation department. In fact public relation and
communication are two sides of one coin which always go together their hand in hand.
Many of the first practitioners of public relations in the US supported railroads. Scholars
believe that the first appearance of the term "public relations" appeared in the 1897 Year
Book of Railway Literature
Some historians regard Ivy Lee as the first real practitioner of public relations,
but Edward Bernays, a nephew and student of Sigmund Freud is generally regarded
today as the profession's founder. In the United Kingdom Sir Basil Clarke (1879–1947)
was a pioneer of public relations.
In describing the origin of the term public relations, Bernays said, "When I came back to
the United States [from the war], I decided that if you could use propaganda for war, you
could certainly use it for peace. And propaganda got to be a bad word because of the
Germans ... Using it. So what I did was to try to find some other words, so we found the
words Counsel on Public Relations".
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As Harold Lass well explained in 1928, "public relations" was a term used as a way of
shielding the profession from the ill repute increasingly associated with the word
"propaganda": "Propaganda has become an epithet of contempt and hate, and the
propagandists have sought protective coloration in such names as 'public relations
council,' 'specialist in public education,' 'public relations adviser. In the 1930s Edward
Bernays started the first vocational course in public relations.
In 1920, Sir Basil Clarke in England was appointed the head of the newly set-up Public
Information Department, the British government's propaganda unit where the apparatus
pumped out deliberately misleading stories to the Irish. 'Propaganda by news' was how
they described it. The key quality that the stories had to have, according to Basil Clarke,
was 'verisimilitude' – having the air of truth. According to his own account the routine
'issue of news gives us a hold over the press'.
At the twice-daily press briefing at Dublin Castle, journalists 'take our version of the
facts' and they believe all I tell them', wrote Clarke. The service 'must look true and it
must look complete and candid or its "credit" is gone'. The policy therefore was to
disseminate lies and half truths which gave the appearance of truth.
As Major Street, another of the propagandists noted: 'in order that it may be rendered
capable of being swallowed', propaganda 'must be dissolved in some fluid which the
patient will readily assimilate'.
Modern public relations:
Advertising dollars in traditional media productions have declined and many
traditional media outlets are seeing declining circulation in favor of online and social
media news sources.
One site even tracked the death of newspapers as readership in traditional media
shifts to online media, so have the focus of many in public relations. Social media
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releases, search engine optimization, content publishing, [and the introduction of
podcasts and video are other burgeoning trends.
Specific public relations disciplines include:
Financial public relations – communicating financial results and business strategy
Consumer/lifestyle public relations – gaining publicity for a particular product or
service
Crisis communication – responding in a crisis
Internal communications – communicating within the company itself
Government relations – engaging government departments to influence public
policy
Within each discipline, typical activities include publicity events, speaking
opportunities, press releases, newsletters, blogs, social media, press kits and outbound
communication to members of the press.
Video and audio news releases (VNRs and ANRs) are often produced and distributed to
TV outlets in hopes they will be used as regular program content.
RACE
R = Research
A = Actions
C= communication
E= Evaluations.
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MEANING OF PUBLIC RELATIONS
A] MEANING OF PUBLIC
Public relations (PR) are 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. Common
activities include speaking at conferences, winning industry awards, working with
the press, and employee communication. Public relations is thought by many to
be propaganda by a different name, ironically, the very term "Public relations"
could easily be seen as a public relations ploy to make the idea of propaganda
more acceptable.
Public Relations are similar to Analyst Relations, Investor Relations and Public
Affairs depending on the firm, organization or population it represents.
1] A public is a group of persons having the same interest, problems,
circumstances, goal etc.
2] Public comes is many different size with different wants and desires sometimes
they having strong life and some time strong dislikes.
3] Public in public relation is basically into two types is internal and
external. The internal public may be in the formed of employees, workers,
staff.
4] Apart from internal public relation is as also to communicate. Which may be in
the form customers, shareholders/investors, media or press, government,
community and other {suppliers, wholesaler dealers etc?????
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B] MEANING OF RELATIONS
1] Relations is the outcome of mutual understanding derived from the sharing of
common goals, interest etc.
2] Relation is every possible E.g. by a rank it may be superior or inferior and vice-versa
is it may be equal.
3] In an organization there are employers, employee, and relation. The relation it may
be good or bad. It may be give and take relation.
4] Thus we combined both words i.e. public + relation ultimately we get public relation. .
PUBLIC RELATIONS IN GOVERNMENT
Public relations role in government:
The Government public relations contribute to:
1. Implementation of public policy.
2. Assisting the news media in coverage of government activities.
3. Reporting the citizenry on agency activities.
4. Increasing the internal cohesion of the agency.
5. Increasing the agency’s sensitive to its public’s.
6. Mobilization of support for the agency itself.
DEFINITIONS
1] According to public relations society of America
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“Public relation is a philosophy and function of management expressed in policies and
practices which serve the public to secure it is understanding and
goodwill”
PUBLIC RELATION IN DIFFERENT DEPARTMENT
Airlines – air [air India], is, jet
Bank – RBI [reserve bank of India] idbi
Insurance- reliance, lic[life insurance corporation]
Oil- hp [Hindustan petroleum] BP [bharat petroleum] ongc.
Ngc- being human, rotary club
Hp = manager [prtcc]
IMPORTANT FUNCTION AND OBJECTIVES OF PUBLIC RELATION
National Objectives:
The basic function of the government Public Relations department / agencies is
to provide information, education/instruction to the citizens. The effort should also
motivate the people directly or indirectly, to discharge these functions in a meaningful
and purposeful manner, it is necessary that the Public Relations Department / wing
should be clear about the broad objectives which guide their work.
The national objective should be non-political, non-controversial, and on which
there should be a national consensus. The objectives should further the interests and
the well being of the public as a whole and promote the many sided development of the
country. The objectives should be long term ones and need not
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1] To promote mutual understanding
2] To win people influence
3] To change attitude
4] To promote goodwill/image/reputation.
5] Relation with public
6] Interact with media.
7] Prepare policy.
8] To corporate publicity.
9] Product publicity
10] Good relation with government
11] Good relation with community
12] Good relation with shareholders/investors.
13] To promotion program
14] Employees relation and communication.
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PUBLIC IN PR
INTRODUCTION:
Public in PR is basically divided into two types internal and external. A
public is a group of person from PR point of view to whom the organization has to
communicate regularly. Internal PR is often as important as your external PR. It bonds
the organization together. A two-way communication between the management and its
employees is the need of the hour. The moral of employees and their exposure to
company information can play an important part in productivity.
We, at Positive Interactive, believe in building dialogue and
relationships and can play a critical role in helping you
succeed with this new tool of communications to convey your
goals and messages to those who matter most and those
who share your organizational identity. We take care of all
aspects of internal communications-right from planning a
comprehensive strategy to its execution so as to reach out all
employees and other internal stakeholders to create a sense of pride and inculcate a
sense of belonging.
Right from designing friendly handouts and newsletters, charting fun activities in the
campus and engaging the community through intranet are few of the time tested tools
we have adopted in the past to instill life and happiness in many of the organizations.
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A) INTERNAL PUBLIC
Although so much of marketing has traditionally been outward-facing, more companies
are discovering the importance of marketing their
brand to their employees, with an eye toward
serving customers better Internal communication
designed to mobilize employees as brand
ambassadors is a burgeoning field, and a huge
growth area for public relations firms. Internal
communications also assists with change
management, ensuring employee alignment with strategy, and training executives in
internal communications skills, all with the goal of making the client’s organization a
destination employer where people are excited to work.
We know that employee brand engagement affects morale and with it productivity. It
also seems to affect customer experience and overall brand value in measurable ways,
especially in our age of social media. In the banking industry, low morale prompts
almost 70% of employees to leave. At the same time, over 40% of customers “are loyal
because of a good employee attitude.” And “70% of customer brand perception is
determined by experience with people.” One study has found that over 70% of bloggers
“who post for a business have created greater visibility for their companies.”Highly
public move that highlighted how vital it was that employees understand and realize the
brand promise, so as to serve customers better. Companies are also increasingly
turning to social media as a way of mobilizing their internal armies of brand
ambassadors. Deloitte has made use of employee generated videos. To appeal to
younger potential hires and companies like Disney spotlight employees on company.
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A) EXTERNAL PUBLIC
Customers are an important external public. Today for all types of organization
communication with customers or consumers is the job and
responsibility of marketing or sales department but in
many organization where there is a lack of
communication between customers and
organization. The PR department has to come
forward to take initiative in communicating regularly
with customers. In recent times the consumer and
retail industry has faced some hard times with a
decrease in consumer spending and a tightened credit
market. Many retailers slashed expenses, including marketing, in order to
stay afloat and what has resulted is a marketplace that is considerably quieter in terms
of businesses promoting their brands.
Now, with the light starting to shine at the end of the tunnel and consumer confidence
beginning to rise, the time is ripe for businesses to stand up, be heard and tell their
story.
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PR IN MEDIA RELATION
MEDIA OR PRESS:
The relationship between the news media
and the PR industry is a complex and
increasingly symbiotic one. The media is
the central vehicle for much of the PR
industry's messages. PR practitioners want
to place their stories in the news or other
publications and programmers. Without
being able to do this, PR would lose one of
its main avenues for communication with the public.
The media in turn has become more dependent on PR to supply content to fill air time
or column inches. Whilst newspapers have been steadily shedding staff over the last
couple of decades they have simultaneously managed to produce ever thicker
publications, and the ever growing ranks of PR are happy to help fill the pages.
The power of the big agencies and spin doctor goes beyond this however. As the
primary point of contact between businesses and the media, PR people can control
access to information which journalists want. This gives them tremendous leverage in
negotiating with journalists, as they are in a position to refuse information. Magazine
editor, Mark Dowie, comments "even the most energetic reporters know that they have
to be somewhat deferential in the presence of a powerful publicist. No one on a national
beat can afford to get on the wrong side of a Frank Mickiewicz or a Harold Burson,
knowing that their firms [Hill & Knowlton and Burson-Marsteller] together represent a
third of the most quotable sources in the country."
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COMMUNITY:
Building local community relationships can be the most important communication
activity undertaken by an organisation, yet it is often overlooked. As a public relations
consultancy with a strong focus on franchise businesses amongst others, it is a priority
goal we set for our clients to develop a solid, ongoing and reliable community relations
program.
For local businesses and franchises, it
is important to get to know your
neighbourhood and to get involved
with local initiatives. This will in turn
help raise awareness of your business
and services, as well as being a great
opportunity to get to know your competitors. Since any organization can expect to
communicate with a range of community audiences including employees, shareholders,
creditors, consumers, the media, the general public and government agencies, an
effective communication plan need to be implemented. Below are some suggested
activities which, when used as a tool with an effective communication strategy and PR
plan, can be highly effective in raising awareness of your business within your
community.
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GOVERNMENT:
The relationship between government and the PR industry is a long and intimate one. Many top lobbyists begin their careers working in political circles, and many top PR people have worked in government. Government spin doctors and their commercial counterparts use the same skills and techniques to accomplish the same goal; to create a favorable public image in the media. Several top PR people have man. Well-connected individuals exploit their political contacts on behalf of clients, providing access to key individuals. Nowadays lobbying companies maintain extensive files on politicians and other influential people so as to know who best to approach and in what way, in order to further a campaign. As with other areas of PR lobbying has become a more challenging discipline. According to a Hill and Knowlton executive, "You can't just show up with a bottle of Wild Turkey and get your topic on the hearing schedule anymore. You have to work with staffers, and you have to be more aware of alliances and petty fights on the Hill. It's just not easy aged to reach the top in both the governmental and business worlds.
QUALIFICATION OF PRO
1) Excellent communication, interpersonal and writing skills
2) Drive, competence, flexibility and a willingness to learn;
3) Excellent organizational and time management skills with the ability to
multitask;
4) Ability to cope with pressure;
5) Creativity, imagination and initiative;
6) Good teamwork, analytical and problem-solving skills;
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7) Business awareness and a good knowledge of current affairs.
PUBLIC RELATIONS – TOOLS
You already know that in the process of public relations, any message is used to target
a particular audience. Let us take the example of a school principal who
Has to address her students before their exams. She will have to prepare her
Talk effectively so that the students feel encouraged and motivated.
All these are examples of tools or techniques used in public relations.
Let us now broadly classify the PR tools used to communicate to the public.
o Oral communicationo Printed and graphic communicationo Print mediao Outdoor media (electronic displays, hoardings, posters)o Broadcast media (radio, television, films)o Other media (websites, endorsements, exhibitions)
ORAL COMMUNICATION
You may recall what you have learnt about interpersonal communication in
the first module. It is a two way communication. Let us consider the example of a
conversation between a student and a teacher:
The student has not done well in her exams and the teacher wants to talk to
her to find out the reason for her failure in the exam. The student is given an
Opportunity to express her problems and the teacher tries to console her and
Guide her so that she can do better in the next exam. This is an example of oral
Communication between a student and a teacher.
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Oral communication is similar to interpersonal communication where there is
a two way communication. This is also called face to face communication or person
To person communication. This was the only form of communication when there
Were no means of modern communication?
Oral communication is a an effective PR tool which allows for questions and
Clarifications.
SPEECH AND INTERVIEW
You must have heard or seen the Prime Minister or President addressing
the
Public on special occasions like Independence Day through the radio or
Television. Have you found their talk impressive? What have you learnt from
Their messages?
This is an example of a speech which is a primary form of oral
communication.
A good speech helps in effectively communicating to the public. If the speech is
Delivered before a live audience, it provides an environment for a two-way
Communication.
You must have heard of the term ‘interview’. You may even have heard
or seen an interview with a film star or cricketer on radio or television.
Now let us understand what the term ‘interview’ means. Interview is another
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form of oral communication where you find one person asking questions and the
other answering them. The former is called an interviewer and the latter the
Interviewee. In this method, the interviewee gets an opportunity to impress the
Audience, fulfilling one of the goals of public relations.
PRINTED AND GRAPHIC COMMUNICATION
Fliers
Have you come across single printed sheets of paper that are
distributed along
With your daily newspaper? You find that these give information about summer
Classes for children during school vacation, eating places in the neighborhood,
Facilities offered by schools etc. You can see that they provide a lot of useful
Information about various services in your locality.
These sheets of paper which provide information are commonly referred to as
Fliers or handbills.
Therefore we can say that:
Fliers
1. represent the simplest and easiest form of information tools used in public
Relations.
2. were the first written material used for public relations
3. Are unfolded sheets posted on bulletin boards, delivered by mail or
distributed by hand?
4. Present a single message rather than a series of separate message units.
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5. time specific and address a particular event
6. Serve awareness objectives through information.
Fliers can be made effective by enhancing their visual appeal.
o Brochures
When the message to be conveyed must last longer in the minds
of the audience, then one sheet of information, as in a flier, may not be sufficient.
In such a
Case, a multi-page publication or in other words, more than one page of printed
Matter, is produced as a PR tool.
Depending on their size and purpose for which they are developed,
they are called leaflets, folders or pamphlets. All these publications are called
brochures.
We can therefore define a brochure as follows:
‘Folded sheet of information which can be read like a book and provides
Information which is relevant over a longer period of time’.
PRESS RELEASE
Let us now study about a press release which is different from the other
forms of printed communication that you have so far studied.
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A press release is the most important form of written communication used
by public relations professional to announce something to the media. It is mailed,
Faxed or e-mailed to the media.
How is a press release developed?
The text of the press release is written in the form of a story with an attractive
Heading so that the media
quickly grasps and circulates the
message through
Newspapers/radio/television/
internet.
PRINT MEDIA
You have learnt in an earlier
module that newspapers and
magazines form a part of print media. Now let us see how print media is used as a PR
tool. You must
Have seen several advertisements appearing in newspapers and magazines. What
Do they consist of? They consist of textual messages as well as some visuals or
Pictures. These advertisements are examples of PR tools used in the print media. They
are worked out effectively to attract the reader’s attention away from
Other competing advertisements.
OUTDOOR MEDIA
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Have you seen huge boards displaying messages on a particular brand of
mobile phone and dazzling in the night sky. This is what is called a hoarding and these
Days you find that many of the hoardings are electronically operated (electronic
Hoarding) to make them attractive and catch the attention of the viewers. This is
An example of an outdoor medium which is a popular tool used in public relations.
Likewise, you must have read messages on milk and milk products written on
Bus panels and on huge boards at bus terminals, airports and railway stations
Where a lot of people come together. These forms of communication are
Commonly referred to as poster media.
Here, you will notice that the emphasis is on the visual messages or what
is visible to the audience. The poster message carries a strong illustration with a
Meaningful headline. This form of communication is used to remind the audience
About a certain product or idea.
Another form of outdoor medium is huge balloons suspended in the air with
a message written on them. These are hot air balloons which can easily capture
The attention of the public and thus help in public relations.
BROADCAST MEDIA
You hear messages and music through this medium. The characteristic
feature here is the sound which creates an impact on the listeners. Radio
advertisements which combine music and messages are a typical example used
for public relations.
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Similarly, take the case of television. Here, you can see pictures or
images as
Well as hear a message or music. These images have certain characteristic
features.
They are seen to move as well as make sounds, thus creating a huge impact on
Viewers. Reality music and dance shows, cricket matches which are sponsored
By business organizations are examples of television being used to attract public
Attention to a particular product.
OTHER FORMS OF MEDIA
WEBSITES
Where do you find a website? On
the internet? Some of you would have also seen
a website.
Let us understand what a website
is? A website is a collection of web pages and images which is accessible to the public
through the internet. Consider a situation when you have to travel to a particular city by
train. The easiest way to obtain information on trains going to that city has been made
possible by the Indian Railways through its website. You can even book tickets through
this website. Compare this with a situation in which you have to go all the way to the
railway booking counter for the same purpose. This is an example of a PR exercise by
the railways for the benefit of the public.
EXHIBITIONS
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Have you ever visited an exhibition? Then you would have seen several
products being displayed and sold in a large space in an open area or in huge halls.
You may have even bought a few items. You would also have come to know about
Several new products available in the market.
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HOUSE JOURNAL
It is difficult to know whether or not the target audience we wanted to reach out
to really had read, seen or listened to a message. In selective media, in contrast, the
target audience is identifiable. A house journal among others is a selective media and
we can identify the audience.
There are two types of house
journals: Internal and External.
The internal journal is one of the imps.
Tool for effective employee comm. The
external house journals, however, aim at
some segment of external ‘publics’ like
dealers, shareholders, etc. A third type is a
combination of both internal and external, meant for employees as well as external publics.
Objectives
The primary objective of a house journal is to create a forum foe exchange of
thought and vision on various issues concerning an organization and its employees. A
house journal, if carefully produced, serves as an imp. Link between a management and
its various employees. With corporations becoming larger, multi-dimensional and multi-
location, a house journal reaches employees belonging to different disciplines, cadres
and interests, thus bridging the gap and creating a fellow-feeling among them.
Formats of house journal differ depending on management philosophy and
availability of funds. Some may have a newspaper format and be just functional, while
some others could have a booklet form with varying degrees of lavishness.
How to bring out a House Journal
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The PR person is an org. ideally would be the editor of the house
journal. Before publishing the journal, decisions about its editorial
policy/objectives must be got approved from the management. A look at a house
journal can reveal whether the org. is opened or closed one. A journal of a closed
org. tends to be a one way channel of comm., putting the company’s views to the
employees. Such magazines are obsessed with coverage about top executives
specially the Chief executive Officer/Chairman/Managing Director of the
company. An open company on other hand ensures the editorial integrity of its
publication and could have its employees contributing the news item and articles.
The editor in this case will have the freedom to present stories acc. to readers’
interest. When the readers’ letters are published, employees have a genuine
opportunity to put forth their point of view, and the house journal, like any other
reading material, competes for reader’s time. Hence, if a journal is to meet its
comm. objectives, it must be attractive enough to compel attention and must be
of interest to those who read it.
Planning: - Developing a concept that best serves the company. Get management the
format (i.e., the size whether to have tabloid format or a magazine format) and
periodicity of the publication approved. This will, however, depend on the aims of the
journal, target audience, and availability of budget.
Organizing: - Once we have taken the approval of the management, we will have to organize
staff to get going with the job. The more frequent the no. Of issues, the greater the need for
more staff. It is advisable to develop a brand of freelancers / correspondents from among our
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external “publics”, if the house journal caters to them. We, however, have to take care of
stories, production, printing, mailing, etc. Is to be worked out and adhered to strictly.
Publishing: - We must inculcate the habit of planning several issues ahead in addition
to the one being worked on at the time. Being an editor, we must travel as much as we
can. We must be where the action is, to have first hand inf. About the event. As the
journal reflects the style of the editor, we must strive to develop a ‘personality’ for our
house journal.
Distribution: - The purpose of a house journal is not served till it reaches the target
audience. We must select the quickest and the most economical means possible to get
the journal into the hands of the readers. Some companies distribute the journals to
their employees at their work place; others mail it to their homes to ensure that it
reaches the family members as well. In order to get feedback, it will be appropriate to
include a questionnaire to elicit views about the articles which are liked most or disliked
by the employees, and the reasons for that. This will help in improving the content.
With the advent of video technology, many progressive companies have come out with
video magazines for employee comm. Cable TV network is used in their township to
reach out to the employees in their homes.
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PRESS RELEASE:
Meaning and Nature:
Press release means to make the news known publicly or allow making the news known
publicly; sometimes it is also called as handout or new release. The Press release is an
official statement issued by the government or the organization. Press release is the
most popular way of issuing news, information and article to the press or to give due
publicity. Every press release should be prepared carefully and preverified before it is
distributed. Sometimes the same may be sent to the broadcast media like radio and
television.
The government department and the commercial organizations prefer to send the press
release to the news agencies who in turn with the help of teleprinter network transmit to
the newspapers.
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In vase if the news has public interest in other countries, the press release may be
forwarded to the foreign new agencies like the BBC and the central office of information.
While preparing the Press release the PR department must collect detailed information.
In doing so it has to access to all the sources, authorities and powers within the
organization which is concerned directly.
In order to insure utilization by the press, timing of the Press release is a very important
factor.
Characteristics of a Good Press release:
(1)Brief:
A Press release should be brief and precise. It is seen that newspapers are always hard
pressed for space. If a release is brief and precise, its chances of getting included in the
newspaper will be brighter. Press release for rational newspapers should be shorter
than those which are meant for local newspapers.
(2)Simple language:
Press release should be drafted in a Simple language and conventional style. In
case the news item is not readable the reader either avoids or decides not to read
it which as good as not reading. Hence Press release must be prepared in lucid
style.
(3)Newsworthy:
Newsworthiness is the basic principle of a good Press release. If the news does
not have any news value, no one will be interested in reading it and no
newspaper would accept it for publication.
(4)Factual Truth:
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Integrity is one of the important principles of business communication and factual
truthfulness is a matter of integrity. One should realize that misrepresentation of
the facts with a view to misleading the public might bring immediate benefits but
it is bound to backfire sooner or later.
(5)Suitable for publication:
A Press release should be Suitable for publication in the journal or newspaper to which
it is sent. Company Press releases should not be sent to literary sports or any of the film
journals.
(6)Answers to Five W’s:
One should make it sure that the relevant among the 5 W’s—Why, When, Where, What
and Who. Why should be taken care of / It may not be possible to answer Why always.
But if these details are included, they give depth to the release.
Where? It reveals the location, which is also important.
When? Since old news is no news the timing of the press release is very important.
What? What happened that is newsworthy.
Who? Name the people involved as names are usually newsworthy.
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There
are few other points that can be kept in mind while preparing press release:
Every release should be accompanied with a covering letter.
The paragraphs should be kept short and they should be provided with
sub-headings if desirable.
Every release should be given a heading which is catchy and suggestive.
The first two paragraphs should be interesting giving the gist.
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PR IN CRISES MANAGEMENT
Crisis management is the process by which an organization deals with a major event
that threatens to harm the organization, its stakeholders, or the general public. The
study of crisis management originated with the large scale industrial and environmental
disasters in the 1980sThree elements are common to most definitions of crisis: (a) a
threat to the organization, (b) the element of surprise, and (c) a short decision
time. Argues that "crisis is a process of transformation where the old system can no
longer be maintained." Therefore the fourth defining quality is the need for change. If
change is not needed, the event could more accurately be described as a failure or
incident.
In contrast to risk management, which involves assessing potential threats and finding
the best ways to avoid those threats, crisis management involves dealing with threats
before, during, and after they have occurred. It is a discipline within the broader context
of management consisting of skills and techniques required to identify, assess,
understand, and cope with a serious situation, especially from the moment it first occurs
to the point that recovery procedures start.
Crisis management consists of:
Methods used to respond to both the reality and perception of crises.
Establishing metrics to define what scenarios constitute a crisis and should consequently trigger the
necessary response mechanisms.
Communication that occurs within the response phase of emergency management scenarios.
Crisis management methods of a business or an organization are called Crisis Management Plan.
Crisis management is occasionally referred to as incident management; although several industry
specialists such as Peter Power argue that the term crisis management is more accurate. [4]
A crisis mindset requires the ability to think of the worst-case scenario while simultaneously suggesting
numerous solutions. Trial and error is an accepted discipline, as the first line of defense might not work. It
is necessary to maintain a list of contingency plans and to be always on alert. Organizations and
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individuals should always be prepared with a rapid response plan to emergencies which would require
analysis, drills and exercises.[5]
The credibility and reputation of organizations is heavily influenced by the perception of their responses
during crisis situations. The organization and communication involved in responding to a crisis in a timely
fashion makes for a challenge in businesses. There must be open and consistent communication
throughout the hierarchy to contribute to a successful communication process.
The related terms emergency management and business continuity management focus respectively on
the prompt but short lived "first aid" type of response (e.g. putting the fire out) and the longer term
recovery and restoration phases (e.g. moving operations to another site). Crisis is also a facet of risk
management, although it is probably untrue to say that Crisis Management represents a failure of Risk
Management since it will never be possible to totally mitigate the chances of catastrophes occurring.
Types of crisis
During the crisis management process, it is important to identify types of crises in that different crises
necessitate the use of different crisis management strategies Natural disaster
1. Technological crises
2. Confrontation
3. Malevolence
4. Organizational Misdeeds
5. Workplace Violence
6. Rumours
7. Terrorist attacks/man-made disasters
Natural crises
Natural crises, typically natural disasters considered as 'acts of God,' are such environmental phenomena
as earthquakes, volcanic eruptions, tornadoes and hurricanes, floods, landslides, tsunamis, storms,
and droughts that threaten life, property, and the environment itself.
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Technological crises
Technological crises are caused by human application of science and technology.
Technological accidents inevitably occur when technology becomes complex and
coupled and something goes wrong in the system as a whole (Technological
breakdowns). Some technological crises occur when human error causes disruptions
(Human breakdowns. People tend to assign blame for a technological disaster because
technology is subject to human manipulation whereas they do not hold anyone
responsible for natural disaster. When an accident creates significant environmental
damage, the crisis is cateConfrontation crisis
Confrontation crisis occur when discontented individuals and/or groups fight
businesses, government, and various interest groups to win acceptance of their
demands and expectations. The common type of confrontation crisis is boycotts, and
other types are picketing, sit-ins, ultimatums to those in authority, blockade or
occupation of buildings, and resisting or disobeying police.
Crisis of malevolence
An organization faces a crisis of malevolence when opponents or miscreant individuals
use criminal means or other extreme tactics for the purpose of expressing hostility or
anger toward, or seeking gain from, a company, country, or economic system, perhaps
with the aim of destabilizing or destroying it. Sample crisis include product tampering,
kidnapping, malicious rumors, terrorism, and espionage.
Crises of organizational misdeeds
Crises occur when management takes actions it knows will harm or place stakeholders
at risk for harm without adequate precautions specified three different types of crises of
organizational misdeeds: crises of skewed management values, crises of deception,
and crises of management misconduct.
Crises of skewed management values
Crises of skewed management values are caused when managers favor short-term
economic gain and neglect broader social values and stakeholders other than investors.
This state of lopsided values is rooted in the classical business creed that focuses on
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the interests of stockholders and tends to disregard the interests of its other
stakeholders such as customers, employees, and the community
Crisis of deception
Crisis of deception occur when management conceals or misrepresents information
about itself and its products in its dealing with consumers and others.
Crises of management misconduct
Some crises are caused not only by skewed values and deception but deliberate amorality and illegality.
Workplace violence
Crises occur when an employee or former employee commits violence against other
employees on organizational grounds.
Rumors
False information about an organization or its products creates crises hurting the
organization’s reputation. Sample is linking the organization to radical groups or stories
that their products are contaminated.
Models and theories associated with crisis management
Crisis Management Model
Successfully defusing a crisis requires an understanding of how to handle a crisis –
before they occur. Gonzalez-Herrero and Pratt found the different phases of Crisis
Management.
There are 3 phases in any Crisis Management are as below
1. The diagnosis of the impending trouble or the danger signals.
2. Choosing appropriate Turnaround Strategy.
3. Implementation of the change process and its monitoring.
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EXAMPLE OF SUCCESSFULL CRISIS MANAGEMENTPepsi
The Pepsi Corporation faced a crisis in 1993 which started with claims of syringes being
found in cans of diet Pepsi. Pepsi urged stores not to remove the product from shelves
while it had the cans and the situation investigated. This led to an arrest, which Pepsi
made public and then followed with their first video news release, showing the
production process to demonstrate that such tampering was impossible within their
factories. A second video news release displayed the man arrested. A third video news
release showed surveillance from a convenience store where a woman was caught
replicating the tampering incident. The company simultaneously publicly worked with
the FDA during the crisis. The corporation was completely open with the public
throughout, and every employee of Pepsi was kept aware of the details. This made
public communications effective throughout the crisis. After the crisis had been
resolved, the corporation ran a series of special campaigns designed to thank the public
for standing by the corporation, along with coupons for further compensation. This case
served as a design for how to handle other crisis situations.
Examples of unsuccessful crisis management
Bhopal
The Bhopal disaster in which poor communication before, during, and after the crisis
cost thousands of lives, illustrates the importance of incorporating cross-cultural
communication in crisis management plans. According to American University’s Trade
Environmental Database Case Studies (1997), local residents were not sure how to
react to warnings of potential threats from the Union Carbide plant. Operating manuals
printed only in English is an extreme example of mismanagement but indicative of
systemic barriers to information diffusion. According to Union Carbide’s own chronology
of the incident (2006), a day after the crisis Union Carbide’s upper management arrived
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in India but was unable to assist in the relief efforts because they were placed under
house arrest by the Indian government. Symbolic intervention can be counter
productive; a crisis management strategy can help upper management make more
calculated decisions in how they should respond to disaster scenarios. The Bhopal
incident illustrates the difficulty in consistently applying management standards to multi-
national operations and the blame shifting that often results from the lack of a clear
management plan.
Media relations involves working with vary media for the purpose of informing the public
of an organization's mission, policies and practices in a positive, consistent and credible
manner. Typically, this means coordinating directly with the people responsible for
producing the news and features in the mass media. The goal of media relations is to
maximize positive coverage in the mass media without paying for it directly
through advertising.
Many people use the terms public relations and media relations interchangeably;
however, doing so is incorrect. Media relations refer to the relationship that a company
or organization develops with journalists, while public relations extend that relationship
beyond the media to the general public.
Dealing with the media presents unique challenges in that the news media cannot be
controlled — they have ultimate control over whether stories pitched to them are of
interest to their audiences. Because of this, ongoing relationships between an
organization and the news media is vital. One way to ensure a positive working
relationship with media personnel is to become deeply familiar with their "beats" and
areas of interests. Media relations and public relations practitioners should read as
many magazines, journals, newspapers, and blogs as possible, as they relate to one's
practice.
Working with the media on the behalf of an organization allows for awareness of the
entity to be raised as well as the ability to create an impact with a chosen audience. It
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allows access to both large and small target audiences and helps build public support
and mobilizing public opinion for an organization.[1] This is all done through a wide range
of media and can be used to encourage two-way communication.
PRO RELATIONSHIP WITH EMPLOYEES
Every individual at the workplace shares a certain relationship with his fellow workers.
Human beings are not machines who can start working just at the push of a mere
button. They need people to talk to, discuss ideas with each other and share their
happiness and sorrows. An individual cannot work on his own, he needs people around.
If the organization is all empty, you will not feel like sitting there and working. An
isolated environment de motivates an individual and spreads negativity around. It is
essential that people are comfortable with each other and work together as a single unit
towards a common goal.
It is important that employees share a healthy relation with each other at the work place.
Let us find out why employee relations are important in an organization. Employee
relationship’ is part of Public relation or human resource department.
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Basic principles of PR in maintaining relationship with employees
Define Employee Relations as a function and list its main role within Human
Resources or public relation department..
Manage employee files and records.
Improve attendance in the organization by minimizing absenteeism through the
use of the right Key Performance Indicators.
Enhance employee morale through the use of objective means of morale
measurement and enhancement.
Differentiate between employee whining, complaints and grievances and decide
when to treat an issue as a grievance and how to properly handle it.
Importance of Employee Relations - Why Employee Relations at Workplace?
There are several issues on which an individual cannot take decisions alone.
He needs the guidance and advice of others as well. Sometimes organization’s
expert might miss out on important points, but their workers may come out with
a brilliant idea which would help them to achieve targets at a much faster rate.
Before implementing any plan, the pros and cons must be evaluated on an
open forum where every employee has the right to express his opinions freely.
This is responsibility of PRO to look after all above conditions.
Work becomes easy if it is shared among employees. PRO creates healthy
relation with workers would ease the work load and in turn increases
productivity. One cannot do everything on his own.PRO must divide their
Responsibilities among team members to accomplish the assigned tasks
within the stipulated time frame. If PRO have a good rapport with workers, they
will always be eager to assist him in assignments making organization’s work
easier.
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The organization becomes a happy place to work if the employees work
together as a family. An employee tends to lose focus and concentration if his
mind is always clouded with unnecessary tensions and stress. It has been
observed that if people talk and discuss things with each other, tensions
automatically evaporate and one feels better. An employee spends around 8-9
hours in a day at his workplace and practically it is not possible that one works
non stop without a break. If employees fight with each other, no one will speak
to him and he will be left all alone. So it’s again comes to PRO to handle such
type of situation. It is important to respect others to expect the same from
them.
An employee feels motivated in the company of others whom he can trust and
fall back on whenever needed. One feels secure and confident and thus
delivers his best. It is okay if you share your secrets with your colleagues but
you should know where to draw the line. A sense of trust is important.
Healthy employee relations also discourage conflicts and fights among
workers. People tend to adjust more and stop finding faults in each other.
Individuals don’t waste their time in meaningless conflicts and disputes, rather
concentrate on their work and strive hard to perform better. They start treating
each other as friends and try their level best to compromise and make
everyone happy.
A healthy employee relation reduces the problem of absenteeism at the work
place. Individuals are more serious towards their work and feel like coming to
office daily. They do not take frequent leaves and start enjoying their work.
Employees stop complaining against each other and give their best
It is wise to share a warm relation with your fellow workers, because you never
know when you need them. You may need them any time. They would come to
your help only when you are nice to them. You might need leaves for some
personal reasons; you must have a trusted colleague who can handle the work
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on your behalf. Moreover healthy employee relations also spread positivity
around.
It is essential that employees are comfortable with each other for better focus
and concentration, lesser conflicts and increased productivity.
ACTIVITIES OF PRO IN RELATIONS TO EMPLOYEES
o Maintaining employment policies.
o Managing employment tribunal cases.
o Managing issues such as long-term absence.
o Advising the HR team in dealing with employee relations issues and maintaining
good relations.
o Consulting with trade unions.
A healthy employee relationship is essential for the employees to find their work
interesting and perform their level best. It is important for PRO and employees to
understand that one goes to his organization to work and conflicts must be avoided as it
is nothing but a mere waste of time. It’s up to that all Employees must be comfortable
with each other and work in unison towards a common goal. Any worker cannot remain
tightlipped and work for infinite hours, he needs people around to talk to and discuss his
ideas.
An Worker/employee must have friends at the workplace whom he can trust well and
share his secrets without the fear of them getting leaked. This way the employees feel
motivated and enjoy going to office daily. They do not take frequent leaves and strive
hard to live up to the expectations of the management. For an organization to perform
well, it is important that the employees are friendly with each other and avoid criticism,
backstabbing at work, a strong reason to spoil the relationship among the employees.
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The PRO plays an important role in promoting healthy relation at workplace
It is essential that the PRO gives challenging tasks to his team member / employee as
per his specialization and interest. The employee should have interest in the work;
otherwise he would treat it as a burden and unnecessarily crib about things. It is
important that the PRO understands his employee /members well and try to find out
their interests and what all they expect from the organization. While developing their
KRAs it is always better if the PRO calls every employee and invites suggestions from
them. Let them decide what best they can perform. This way the employees would
never blame each other or their superior later as they themselves have decided on the
roles and responsibilities. Encourage them to willingly accept the challenge. They would
strive hard for a better output without fighting and finding faults in each other.
A PRO should be a role model to his employee/ members. He should treat each and
every employee as one and avoid partialities at work. Do not give anyone a special
treatment just because he drops your son to school every day or says a yes to whatever
you say. Appreciate if someone has done exceptionally well but do make sure to correct
him if he is wrong somewhere. The team leader should not be rude or harsh to anyone.
There is a correct way for everything and one should not insult any team member. It is
strictly unethical. Sit with him and make him realize his mistakes. He would definitely
look up to you in future.
The PRO must not act pricy and should always be accessible to his employees. The
employee must have the liberty to walk up to their immediate bosses in case of a doubt
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and clear things. The hierarchy should not be too complicated as it leads to confusions
and disputes among employees.
The PRO manager must ensure that all important communication takes place on an
open forum for everyone to get a common picture. Problems arise when communication
is done on a one to one basis. Call everyone together so that all the members are clear
as to what is expected out of them and what their employees are up to. Communication
should be transparent for an effective employee relation. Any employee should not feel
neglected or left out. If the team leader wants to pass on any information to his team
members, he must send a mail keeping all the related members in the loop.
As a team leader/PRO it is one’s prime responsibility to encourage healthy competition
at work. Competition is mandatory for an individual’s growth but it should not turn
friends to foes. Motivate them constantly to perform better than the other but make sure
there are no useless gossips in your team. If you find any of your team members
criticizing or making fun of anyone, stop him immediately. Do not provoke any individual
to fight, instead intervene and try to resolve the conflict as soon as possible.
Make sure all your employees/team members take their lunch together and you are also
a part of it. Don’t discuss work that time. Let them enjoy. Encourage everyone to talk to
each other and participate in discussions. Do take the initiative to ask about their
families or personal lives as well. They would feel attached to you. If you find any two of
your team members not getting along well with each other, make sure both of them
work together on the same assignment. They would not be left with any choice than to
talk to each other and discuss things. Make them sit together on adjacent workstations
so that the comfort level increases. Half an hour to fourty-five minutes must be
dedicated to lunch and one should not discuss work during lunch time. There are other
topics as well. Discuss movies, sports, shopping or any other thing under the sun. There
will be no harm if the employees go out together once in a while for get togethers,
picnics or shopping. Ask them to bring their family members as well.
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The PRO should be neutral to his team members and make sure they enjoy a healthy
relationship with him as well as their fellow team members for a better output. PRO
should try his level best to bring his team members closer and bind them together.
Employee relations refer to the relationship shared among the employees in an
organization. The employees must be comfortable with each other for a healthy
environment at work. It is the prime duty of the superiors and team leaders to
discourage conflicts in the team and encourage a healthy relationship among
employees.
Life is really short and it is important that one enjoys each and every moment
of .remember in an organization you are paid for your hard work and not for cribbing or
fighting with each other. Don’t assume that the person sitting next to you is your enemy
or will do any harm to you. Who says you can’t make friends at work, Infact one can
make the best of friends in the office. There is so much more to life than fighting with
each other. Observation says that a healthy relation among the employees goes a long
way in motivating the employees and increasing their confidence and morale. One
starts enjoying his office and does not take his work as a burden. He feels charged and
fresh the whole day and takes each day at work as a new challenge. If you have a good
relation with your team members you feel going to office daily. Go out with your team
members for a get together once in a while or have your lunch together. These activities
help in strengthening the bond among the employees and improve the relations among
them.
An employee must try his level best to adjust with each other and compromise to his
best extent possible. If you do not agree to any of your fellow worker’s ideas, there are
several other ways to convince him. Sit with him and probably discuss with him where
he is going wrong and needs a correction. This way he would definitely look up to you
for your advice and guidance in future. He would trust you and would definitely come to
your help whenever you need him. One should never spoil his relations with his
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colleagues because you never know when you need the other person. Avoid using foul
words or derogatory sentences against anyone. Don’t depend on lose talk in office as it
spoils the ambience of the place and also the relation among the employees. Blame
games are a strict no no in office.
One needs to enter his office with a positive frame of mind and should not unnecessarily
make issues out of small things. It is natural that every human being can not think the
way you think, or behave the way you behave. If you also behave in the similar way the
other person is behaving, there is hardly any difference between you and him. Counsel
the other person and correct him wherever he is wrong.
It is of utmost importance that employees behave with each other in a cultured way,
respect each other and learn to trust each other. An individual however hardworking he
is, cannot do wonders alone. It is essential that all the employees share a cordial
relation with each other, understand each other’s needs and expectations and work
together to accomplish the goals and targets of the organization.
Improve employee relationship:-
For the organization to perform better it is important that the employees are comfortable
with each other, share a good rapport and work in close coordination towards a
common objective. People feel responsible and motivated to do good work and enjoy
their work rather than taking it as a burden.
It is important that the management promotes healthy employee relations at workplace
to extract the best out of each individual. Competition is essential but it should not
promote negativity or any kind of enmity among the employees.
Let’s go through some steps and strategies for a healthy employee relationship in the
organization.
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Involve employee /team members: They should feel important and indispensable
for the organization. An employee must be assigned responsibilities according to
their interests and responsibilities. Don’t impose work on them. Let them willingly
accept challenges. They must enjoy whatever they do otherwise they would end
up fighting with their superiors and fellow workers.
PRO Encourage employees to share their work with each other: This way people
tend to talk with each other more, discuss things among themselves and thus the
comfort level increases. Let them work together and take decisions on their own.
A team leader should intervene only in extreme cases of conflicts and severe
misunderstandings.
PRO assign them targets and ask all employees to contribute equally and
achieve the target within the desired time frame. Motivate them to work in
groups. This way employees have no other choice than to trust their fellow
workers and take each other’s help as well. An employee must have the liberty to
express his ideas and all of them should sit together to decide on something
which would be beneficial to all.
Public relation officer must encourage effective communication among the
employees :- One should not play with words and be very specific about his
expectations from his fellow workers as well as the organization. If you are not
very happy with your colleague’s proposal, don’t keep things to yourself. Voice
your opinion and do express your displeasure. It will definitely prevent a conflict
among employees later and improve the relations among them. Be
straightforward. Don’t pretend things just to please your boss. If you find anything
unacceptable, discuss with your superior but in a polite way.
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Written modes of communication must be promoted among the employees for
better transparency. Verbal communication is not as reliable as written
communication. The agendas, minutes of the meeting, important issues must be
circulated among all through emails. Make sure that all the related employees
are in the loop. Don’t communicate individually with any of the employees as the
other one might feel neglected and left out.
Morning meeting is another effective way to improve the relation among the
employees. Let everyone come together on a common platform and discuss
whatever issues they have. The meetings must not be too formal. Allow the team
members to bring their cups of coffee. Start your day with a positive mind. Greet
everyone with a warm smile. Exchange greetings and compliments. If any of your
team member is not in a pleasant mood, do take the initiative and ask what is
wrong with him. Try your level best to provide him a solution.
Organize birthday parties, Christmas parties, New Year parties etc. at the
workplace. These small initiatives actually go a long way in strengthening the
bond among the employees. Ask all of them to decorate the office, their work
stations and make all the necessary arrangements themselves. You will actually
be surprised to find out that everyone would be ready with some thing or the
other. Employees would actually take the initiative and organize things on their
own. Let them enjoy with each other and have fun.
Praise the individual if he has done something exceptionally well. Reward him suitably.
The names of the top performers must be displayed on the notice boards for others to
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draw inspiration from them. Encourage everyone to perform well to live up to the
expectations of the superiors as well as the management.
A healthy relation among employees promotes a positive ambience at the work place
and employees feel happy and satisfied at work. They look forward to going to office
daily and also work hard to realize their team’s as well as organization’s goals.
Skills Required for Effective Managerial Communication
Body Language and overall personality of an individual play an essential role in effective
communication.
People generally like to communicate with someone who is nicely dressed and
presentable.
Take care of your facial expressions and gestures.
Be Honest.
Speak Relevant.
Be Focused.
Be Confident.
Employee Communication And Media.
Print media.
1) Visual Media.
2) Electronic media.
3) Others,
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Types of Media Communication
There are two types of media communications
1) Media of Oral Communication.
Face to face telephoning.
Conferences including those of press.
Demonstrations.
Radio.
Recording.
Dictaphone.
Meetings.
Rumors.
Grapevine.
Public address system.
Oral report.
Closed circuit televisions.
2) Media of written Communication:-
Letters.
Pamphlets.
Memorandum.
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Office orders.
Instructions.
Manuals.
Office notes.
Explanations.
Magazines, circulars.
Posters.
Reflects.
Brochures.
Bulletins.
Union publications.
Complaints and suggestions.
House journals.
Handbooks.
Annual reports.
News letters.
Meaning of Investor
The investor is a person who invest money , interest of public constitutes a group of
external public by investing their money to make profit by making careful investment.
The group of investors may include the following publics:-
Depositors.
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Debenture holders.
Stockholders.
Creditors-secured and unsecured.
Insurance companies.
Investment Companies.
Mutual Funds.
Portfolio managers.
Rating agencies.
Commercial bankers.
Security analyst.
Pension funds etc.
The above categories of investors public is not exhaustive but inclusive. It may also
include stock exchanges, brokers, vendors. Government officials, regulatory agencies
and other external public.
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