public relations management section 1

8/3/2019 Public Relations Management Section 1

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Wh

at do you understand by PR?Wh

at do you understand by PR?


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DefinitionDefinition

y The deliberate, planned and sustained

effort to institute and maintain mutual

understanding between an organisation

and its publics.


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Who all constitute of public?Who all constitute of public?


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Why PR?Why PR?

y Complex Structure of Industry

y Communication Revolution

y Keen Competition

y Emphasis on Employee Relations

y Development of Literacy and Education

y Need to Communicate Clearly and Truthfully


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Objectives of PRObjectives of PR

y Human Relations

y Free Exchange

y Better Relations

y

Suggestions and Complaintsy Discourage Misinformation

y Understanding

y Influencing

y Dialoguey Persuasion


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Scope of PRScope of PR

y Promotional Opportunity

y New Image

y

Competitive Challenge

y Rumour

y Crisis

y Conflict of Interest

y Ineffective Communication


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Elements of PRElements of PR

y Human Relations

y Empathy

y Persuasion

y Dialogue

y Communication


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ORGANIZATION OF PRORGANIZATION OF PR

IN CORPORATE BODIESIN CORPORATE BODIES


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Role of a PR ManagerRole of a PR Manager

y Aid in policy making, interpreting and adopting.

y Training for PR department staff

y Develop a mechanism for meeting buyers, investors,

consumer organisations, etc

y Develop internal and external communication system

y Prepare different literature matters for different medias

y Convey and interpret to management public opinion

y

Instruct advertising agents on all matters relating tofinancial and annual reports publishing, advertising, etc.

y To control PR department and implement plans.


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Essential Qualities of a PR managerEssential Qualities of a PR manager

y Character and integrity

y A sense of Judgement and Logic

y A broad cultural background

y Truthfulness and Discretion

y Objectivity

y Intuition

y A deep interest in the solution of problems

y Ability to think creatively and imaginatively

y Effective powers of analysis and synthesis

y Intellectual Curiosity

y Training


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Management Expectation from PRManagement Expectation from PR

y Aid in internal communication through magazines,newspapers ,etc

y Make the message newsworthy

y Information centre

y Eyes and ears of the organization and respond positively

y PR manager works in 8 different areas: Writing

Editing

Placement

Planning of special events

Layout and technical broadcasting and film Counseling and advising

Speaking

Institutional Advertising


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PR DepartmentPR Department

y Relationship with management, employees and external

public.

y Perform functions such as Publicity, Advertising and

industrial relations

y A staff function

y Aids other departments in achievement of objectives

y Advising line managers


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Structure of InStructure of In-- House PR DepartmentHouse PR Department

CEO

Chief of PR

Deputy Chiefof PR

PR setupHouse

JournalCorporate

PRPrint

PublicationsMedia

RelationPhotography

Unit


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Pros and ConsPros and Cons

Pros

y Full time Service

y Direct access to decision

makers

y More effective duringCrisis communication,investor relation andconsumer communication

y Value for money

Cons

y Lack of knowledge on PRactivity of otherorganizations

y Lack of access toinformation from outsidesources

y Inefficient PR persons

y Lack of unbiased behaviordue to loyalty toorganization


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Functions of a PR departmentFunctions of a PR department

y Policy

y Publicity

y Relations with the Government

y

Community Relationsy Shareholders relations

y Product Publicity

y Employee Publications

y Donationsy Promotion Programmes


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PR consultancyPR consultancy

y Big business

y Globalization of operations, need for continuous

innovation and specialized advise leads to increase in

demand for consultants

y Main reasons to look at consultants:

Advice for coping with change

Provide efficient support services

Provide advice


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Pros and ConsPros and Cons

Pros

y Can be done away with iffound inefficient

y

Unbiased and impartial

y Locational Advantage

y Better equipped

y Wider range of experienceand exposure

Cons

y Halfhearted performance

y Divided loyalties

y Lack of continuousfunctioning

y Lack of knowledge regardingthe organization

y No direct access to decisionmakers


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Case StudyCase Study-- AnjaliAnjali AppliancesAppliances

y ABC consultant is a public relations consultancy bureau.

y

y Anjali appliances is a client of ABC consultant and are

the manufacturers of durable consumer goods like

electronic irons, toasters, fans, heaters and the like.

y It is a medium size industry. It cannot bear the burden

ofheavy excise duty and surcharge. There is no way but

to think in terms of increasing the prices.


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Problems in the caseProblems in the case

y Increase in prices would prove non-competitive and will

pay the way for large scale industries manufacturing

similar consumer durables.

y The medium and small scale industries would not be

able to compete with the large scale industries.

y ABC consultant is now faced with the problem of

presenting its clients case first to its internal public viz.the workers, government officers and consuming public

and then others


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TaskTask

y Assuming that you are a public relations

officer of ABC consultant, prepare a PR

Action plan.


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Possible SolutionPossible Solutiony Call a press conference by inviting press representatives

from the trade, technical journals, daily newspapers,

weeklies and other print media.

y Prepare a case study on how the increase in taxes affect

the sales and production, ultimately hitting hard at theprofitability and growth of the industry as a whole

which may liquidate medium and small scale industries.

y Issue press releases and handouts at press conferences

and send out such literature by post to almost all print

media in the country.

y The case to be presented to appropriate government

authorities with copies to various bodies mentioned

and to the parliamentarians and members of

legislatures.


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ContinuedContinued

y Placing advertisement in newspapers, informing

consumers how the hike in tax would force them to

increase the price and how such a situation would

deprive the middle class consumers of owning such

time saving gadgets for their homes.y The advertisement should be so well worded that it

should appeal to all classes of people which will

ultimately mobilize public opinion against the

government proposal for a taxhike.


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SELECTION, TRAININGSELECTION, TRAININGAND DEVELOPMENTAND DEVELOPMENT

OF PR STAFFOF PR STAFF


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IntroductionIntroductiony

Most public relations workers have a college degree injournalism, communications, or public relations.

y Need for training

y

PRSI conducts various programmes on PR

y Indian Institutes of Mass Communication, Film and TelevisionInstitute of India are some of the training centres of PR.

y

Th

e public image of any organization depends to a greatextent on the initiative, drive, sustained enthusiasm,competence and technical know-how of the PR personnel.

y Main objective for training PR personnel improve their skillsand encourage them to grow and be competent enough.


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Need for TrainingNeed for Training

y Change in Environment

y Social Change

y

Competition

y New media of PR

y

Separation of ownersh

ip and management

y Emerging profession

y Necessity to Liaison


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Methods of TrainingMethods of Training

y On the Job Methods

Coaching

Understudy

Job Rotation Selective Reading

Committee Assignments

Special Projects


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ContinuedContinued

y Off the Job Methods

Special Courses

Case Study

Conferences Sensitivity Training

Simulation

Management Games


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Benefits of TrainingBenefits of Training

To the Employees

y Confidence

y Promotion

y Higher Earningy New skills

y Media Handling

y Adaptability

To the Employers

y Higher Productivity

y Reduced Supervision

y MinimiseWastagesy Quick learning

y Higher Morale

y Stability and Flexibility

y Meeting FutureRequirements


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Public Relations Society of IndiaPublic Relations Society of India

(PRSI)(PRSI)y Established in 1958

y Membership is divided under four categories: Individual

Associate

Corporate

Student

y Activities of PRSI: Enhance efficiency of PR people

Provide facilities for exchange of ideas and experience

Raise the standard of PR practices

Publish journals, newsletters and other publications Undertake periodic review

Arrange workshops, seminars, etc

Extend advice and guidance


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PR AND EMPLOYEEPR AND EMPLOYEERELATIONSRELATIONS


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IntroductionIntroduction

y Sharing of a Common vision.

y Understanding the employee and employee

communication.

y Internal communication includes vertical, horizontal and

diagonal communication.

y Employees need correct and thorough information.


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Employee Communication and MediaEmployee Communication and Media

y Print Media

y Electronic Media

y Visual Media

y Others


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Downward CommunicationDownward Communication

y Superiors to Subordinates.

y May be circulated by oral or written media.

y Purpose:

Specific task/ directives

Information on policies, practices and procedures

Feedback on performance

Organization mission and goals

Information that produces understanding of a task


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Media for Downward CommunicationMedia for Downward Communication

y Written orders

y Bulletin boards

y Posters

y

House Journalsy Letters

y Booklets, pamphlets, handbooks

y Public Address System

y

Grapevine


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Upward CommunicationUpward Communication

y Subordinates to Superiors.y What can be communicated upwards:

Reports

Suggestions

Complaints Grapevines

y Purpose: Create receptiveness of communication.

Create a feeling of belongingness throughparticipation.

Evaluate communication.

Demonstrate a concern for ideas of each individual.


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Media for Upward CommunicationMedia for Upward Communication

y Suggestions

y Counseling

y Complaints

y Opinion Surveys

y Exit Interviews

y Meetings

y Open door policy

y

Collective bargaining


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Essential Guidelines for effectiveEssential Guidelines for effective

communication within the Organizationcommunication within the Organization

y Never Create a distance between yourself and the

workforce.

y Keep communicating.

y In spite of MIS, senior managers should communicate

personally.

y Praise as well as reward.

y Never make instant promises.

y Communication with the union leader to be clear cut.

y Participative communication rather than just

instruction.


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Warning Signals and cautious footstepsWarning Signals and cautious footsteps

for PR Personnelfor PR Personnely Dont try to achieve too much in a hurry.

y Remember the key players and the workers and their

unions.

y Know the entire structure and working of the trade

unions.

y Take criticism positively.

y Be patient.

y Help develop a feeling of commitment to the

organization's objectives.


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Suggestion SchemeSuggestion Scheme

y Enables employee involvement and communication.

y Can be used for suggestions on optimum utilization on

resources, increasing profitability, way to improve quality

of work, etc.

y Help in motivation and increase in productivity.


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Importance of MannerismImportance of Mannerism

y Good Business Etiquettes: Be pleasant to everyone

Let people know that you appreciate their work

Keep records of people wh

o matter to you andacknowledge their success

Always return calls

Never be rude

Never make anyone wait Never be late

Be well dressed

Learn everything about the customer


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Body LanguageBody Language

y Expressions: Facial Frown- Displeasure, unhappiness

Smile: Friendliness, happiness

Raise Eyebrows- Disbelief, amazement

Narrowed Eyes, Pursued lips- Anger

y Eye Contact Glancing- Interest

Steady- Active listening, interest, seduction

y Gestures Pointing finger- Authority, displeasure, lecture

Folded arms- Not open to change, preparing to speak Arms to side- open to suggestions, relaxed

Hands uplifted outwards- Disbelief, puzzlement, uncertainty


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ContinuedContinued

y Body postures: Fidgeting doodling- Boredom

Hands on lips- Anger, defensiveness

Shrugging shoulders- Indifference

Square stance- Problem solving, concernedlistening

Biting lips, shifting- Nervousness

Sitting on edge of chair; listening, greatinterest

Slouching on chair: Boredom, lack of interest

public relations management section 1

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