Public Relations by Ronak_Agarwal

VIEWS: 30 PAGES: 22

All about public relations

More Info
									DEFINITION
       PUBLIC RELATIONS is the dimension of
communication which is specifically concerned
       with establishing and enhancing goodwill
     between an organization and the various
    publics with which it seeks to communicate.
It’s integrated with advertising, sales promotion
                                       and so on.
     The definition of The Institute of PR
   «The deliberate, planned and sustained effort to
establish and maintain mutual understanding between
           an organization and its publics.»
                                                      1
     Specific functions relating to PR
(due to the PR Society of America)

1.      Anticipating, analyzing and interpreting public opinion,
       attitudes and issues which might impact, for good or ill, on
       the operations and plans of the organization.
2.      Counseling management at all levels with regard to policy
       decisions, courses of action and communication.
3.      Researching, conducting and evaluating, on a continuing
       basis, programmes of action and communication to achieve
       informed public understanding necessary for the success of
       the organization's aims.
4.      Planning and implementing the organization's efforts to
       influence or change public policy.
5.      Managing the resources needed to perform the functions of
       public relations.


                                                                 2
The difference between PR and
publicity        PUBLICITY may be any
                       form of information from an
                       outside source used by the
    PUBLIC RELATIONS   news media. It is largely
                       uncontrollable. Although
                       much of public relations is
                       concerned with the gaining
                       of publicity, not all publicity
                       derives from public relations.
                       The responsibility of public
                       relations is to create and
       PUBLICITY       influence publicity in such a
                       way as to have a positive
                       impact on the company for
                       which the activity is
                       undertaken.

                                                     3
A COMPARISON BETWEEN PR AND
ADVERTISING
    The goals of advertising and PR are somewhat different. The
primary goal of advertising, as we have already seen, is to inform
and persuade consumers in relation to a specific product offering. The
primary goal of PR is to establish goodwill, and to develop
favourable attitudes and an understanding of the organization and its
products or services.
          A major distinction between advertising and PR is the
credibility of the alternative routes to message delivery. Advertising is
inherently based upon the self-interest of the organization placing it
and paying for the exposure. The consequence is that it is
approached with a greater degree of scrutiny and is often discounted
by the reader or viewer. PR messages, appear as editorial content
within a newspaper, magazine or television segment and are often
seen as 'independent' of the company which originated them. The
consequence is that PR stories are less likely to be viewed cynically
and are likely to be more acceptable to the intended public.



                                                                       4
SOME ADVANTAGES OF PR
   The nature of the media vehicle can actually enhance the
    value of a PR message. If the vehicle inherently has a high
    degree of credibility, then the messages it conveys will tend
    to be viewed in a similar light. If, for example, a charitable
    activity is featured prominently within a national TV news
    programme, that activity effectively receives the
    'endorse-ment' of the television station.

   Advertising and PR have similar high costs
    but…Advertising has costs of media space or airtime,
    together with production costs, and they are high while PR
    messages are not required direct media cost to the company
    which originated them.

                                                                 5
 SHORTCOMINGS ASSOCIATED WITH PR.

1.   Uncontrollability:
     Media determines whether the message will appear at all and, if
     so, in what form. There is certainly no guarantee that the message
     will appear in its original form. Often, the medium will modify the
     story even to the point of changing the intention of the message,
     and this is entirely outside the control of the company.

2.   Too long way to achieve target audience:
      Again, unlike advertising, which seeks to communicate directly
     with the desired target audience, PR must appeal to at least two
     audiences. In order for the story to receive any form of exposure, it
     must first motivate the recipient within the media organization in
     which it is hoped that the message will appear. Only if it achieves
     this goal will a message in any form actually be seen.


                                                                       6
    BENEFITS OF PR
   PR has a greater degree of credibility.
     Whilst a consumer may choose to ignore a paid-for message initiated by a
    company, he or she may actively seek infor-mation which derives from a
    public relations source.
   Public relations can address issues outside conventional marketing.
     For example, it might seek to communicate specific company values to
    interest or activist groups in order to ensure their understanding of the
    company role; it might seek to persuade potential investors or analysts of
    the current and future prospects of the organiza-ti
								
To top