CHAPTER - 1

INTRODUCTION

1.1 INTRODUCTION
It is viewed as a professional endeavor, public relations is most often defined as the
management function that seeks to establish and maintain mutually beneficial relationships
between an organization, commercial or non-commercial, and the audiences or "public" on
which the success of these entities depends. This public may include any of several
possible categories: customers, investors, employees, suppliers, legislators, competitors,
government officials etc. Public relations blossomed as a professional endeavor in the 20th
Century, most conspicuously in the United States, but its roots, both philosophical and
pragmatic, can be traced throughout civilization. Working within the context of the
prevailing public opinion, laws, politics and societal norms of the country in which they
work, public relations practitioners develop programs and craft messages aimed at creating
favorable support for the goals of the organizations they represent. Obtaining significant,
positive news and feature coverage in the print and broadcast media is a key objective.
Unlike advertising or marketing, with which it is often confused, professional
Public Relations is more "soft sell" than "hard sell." Owing to its complexity, it is
occasionally viewed as "propaganda" or, in more current slang, "spin," the intentional
manipulation of public opinion without regard for what is accurate or true.
Public relations specialists handle organizational functions such as media,
community, consumer, and governmental relations; political campaigns; interest-group
representation; conflict mediation; or employee and investor relations. However, public
relations are not only "telling the organization's story." Understanding the attitudes and
concerns of consumers, employees, and various other groups also is a vital part of the job.
To improve communications, public relations specialists establish and maintain cooperative
relationships with representatives of community, consumer, employee, and public interest
groups and with representatives from print and broadcast journalism. Informing the general
public, interest groups, and stockholders of an organization's policies, activities, and
accomplishments is an important part of a public relations specialist's job. The work also

involves keeping management aware of public attitudes and concerns of the many groups
and organizations with which they must deal.
Public relations specialists prepare press releases and contact people in the media who
might print or broadcast their material. Many radio or television special reports, newspaper
stories, and magazine articles start at the desks of public relations specialists. Sometimes the
subject is an organization and its policies towards its employees or its role in the community.
Often the subject is a public issue, such as health, energy, or the environment. Public
relations specialists also arrange and conduct programs to keep up contact between
organization representatives and the public. For example, they set up speaking engagements
and often prepare speeches for company officials. These specialists represent employers at
community projects; make film, slide, or other visual presentations at meetings and school
assemblies; and plan conventions. In addition, they are responsible for preparing annual
reports and writing proposals for various projects.
In government, public relations specialistswho may be called press secretaries,
information officers, public affairs specialists, or communications specialistskeep the
public informed about the activities of government agencies and officials. In large
organizations, the key public relations executive, who often is a vice president, may develop
overall plans and policies with other executives. In addition, public relations departments
employ public relations specialists to write, research, prepare materials, maintain contacts,
and respond to inquiries. People who handle publicity for an individual or who direct public
relations for a small organization may deal with all aspects of the job. They contact people,
plan and research, and prepare material for distribution. They also may handle advertising or
sales promotion work to support marketing. Some are concentrated in large cities, where
press services and other communications facilities are readily available and many businesses
and trade associations have their headquarters
Public relations managers supervise public relations specialists. These managers direct
publicity programs to a targeted public. They often specialize in a specific area, such as
crisis managementor in a specific industry, such as healthcare. They use every available
communication medium in their effort to maintain the support of the specific group upon
3

whom their organization's success depends, such as consumers, stockholders, or the general
public.
For example, public relations managers may clarify or justify the firm's point of view on
health or environmental issues to community or special interest groups. PR managers also
evaluate advertising and promotion programs for compatibility with public relations efforts
and serve as the eyes and ears of top management. They observe social, economic, and
political trends that might ultimately affect the firm and make recommendations to enhance
the firm's image based on those trends. Public relations managers may confer with labor
relations managers to produce internal company communicationssuch as newsletters
about employee-management relationsand with financial managers to produce company
reports. They assist company executives in drafting speeches, arranging interviews, and
maintaining other forms of public contact; overseas company archives; and respond to
information requests. In addition, some handle special events such as sponsorship of races,
parties introducing new products, or other activities the firm supports in order to gain public
attention through the press without advertising directly. Creativity, initiative, good judgment,
and the ability to express thoughts clearly and simply are essential. Decision-making,
problem-solving, and research skills are also important. People who choose public relations
as a career need an outgoing personality, self-confidence, an understanding of human
psychology, and an enthusiasm for motivating people. They should be competitive, yet
flexible, and able to function as part of a team. The objective of any firm is to market and
sell its products or services profitably. Advertising, marketing, promotions, public relations,
and sales managers coordinate the market research, marketing strategy, sales, advertising,
promotion, pricing, product development, and public relations activities. In India
development of PR was a much slower process. Here public relations started in 1892 by the
Tatas. They specially stressed on internal PR like, building an industrial township for
employees, helping employees and their family in the educational and cultural field, etc.
But, Indian Railways gave more importance to external public relations.

Public Relations Industry in India

The genesis of the public relations industry in India can be traced back to early
1990s when the Indian government opened up the economy that saw the entry of
multinationals and some of the worlds best known brands into the country. This also saw
the advent of public relations companies offering strategic advice and a bouquet of
services to public relations promote brands. Brands competed and so did public relations
companies. Good competition public relations provided a healthier environment for all to
grow. The public relations industry in India grew manifold in these years to what it is a
multi-million dollar industry today.
The dynamics of the public relations profession has changed. It is today seen as a
management communications discipline, a gradual shift from being considered as the forte
of mass communication public relations professionals in the past. Public relations business
has existed in the country for several decades, but it has been the forte of Man Fridays and
file pushers. It has, in the past decade, evolved into the communications consulting industry
giving strategic and integrated communications solutions to businesses in India.

The

industry has not just grown horizontally. There has been vertical growth as well. In India,
there are firms specialising in public relations providing communication packages only for
specific sectors. For instance, there are PUBLIC RELATIONS companies provide their
services to the Information Technology sector, Healthcare, Biotechnology and Financial
Services sector.
Four I's
Information, Insight, Instinct and Influence- are playing a pivotal role in today's decisionmaking public relations process. Public relations firms have to have a structured and
documented programme for their clients and not purely focused on coverage in the media.
The new focus is on creating new recessionpublic relations proof ways of communicating
in ever-changing economies. The public relations industry in India is once again on the fast
track, with full firepower on most fronts and the mood is upbeat.

1.2 MEANING AND DEFINITION

Meaning:
Public relations (PR) is the practice of managing the flow of information between an
individual or an organization and the public.

Public relations may include an

organization or individual gaining exposure to their audiences using topics of public

interest and news items that do not require direct payment. The aim of public relations by
a company often is to persuade the public, investors, partners, employees, and other
stakeholders to maintain a certain point of view about it, its leadership, products, or of
political decisions. Common activities include speaking at conferences, winning industry
awards, working with the press, and employee communication.
DEFINITIONS OF PUBLIC RELATIONS
Public Relations is the deliberate, planned and sustained effort to establish and maintain
mutual understanding between on organization and its publics.
Public Relations is a combination of philosophy, sociology, economics, language,
psychology, journalism, communication and other knowledges into a system of human
understanding."
- Herbert M. Baus
Former President of the American Pubic Relation Association
The Management function which gives the same organized and careful attention to the
asset of goodwill as is given to any other major asset of business.
- John W. Hill

1.3 ORIGIN OF PUBLIC RELATIONS

Thomas Jefferson (1807) used the phrase "Public relations" in the place of "State of
thought" while writing his seventh address to the US Congress. In India, Great Indian
Peninsular Railway Company Limited (GIP Railways) carried on publicity in Public
Relations campaign in England for promote tourism to India through mass media and
pamphlets. During the time of First World War a central publicity board was set up at
Bombay (now Mumbai) for disseminating war news to the public and press. After Second
World War the Public Relations activity gained importance both privates as well as
Government started Public Relations campaigns.
Early History
One early practitioner of public relations is Georgiana Cavendish, Duchess of
Devonshire, who conducted press relations, lobbying and celebrity campaigning on
behalf of Charles James Fox, a British politician supporting the Whig party in the late
1700s.In the United States, publicists that promoted circuses, theatrical performances,
and other public spectacles are considered a precursor to public relations.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 (18791947) was a pioneer of public relations.

Development as war-time propaganda

The First World War helped stimulate the development of public relations as a profession.
Many of the first PR professionals, including Ivy Lee,EdwardBernays, John W. Hill,
and Carl Byoir, got their start with the Committee on Public Information (also
known as the Creel Committee), which organized publicity on behalf of U.S. objectives
during World War I.
7

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". As Harold Lasswell 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.
Oil and cigarettes
Ivy Lee, who has been credited with developing the modern news release (also called a
"press release"), espoused a philosophy consistent with what has sometimes been called
the "two-way street" approach to public relations in which PR consists of helping clients
listen as well as communicate messages to their publics. In practice, however, Lee often
engaged in one-way propagandizing on behalf of clients despised by the public, including
Standard Oil founder John D. Rockefeller. Shortly before his death, the US Congress had
controversial Nazi German company IG Farben.
Bernays was the profession's first theorist. Bernays drew many of his ideas from
Sigmund Freud's theories about the irrational, unconscious motives that shape human
behaviour.

Bernays

authored

several

books,

including Crystallizing

Public

Opinion (1923), Propaganda (1928), and The Engineering of Consent (1947). He saw
public relations as an "applied social science" that uses insights from psychology,
sociology, and other disciplines to scientifically manage and manipulate the thinking and
behavior of an irrational and "herdlike" public. "The conscious and intelligent
manipulation of the organized habits and opinions of the masses is an important element
in democratic society," he wrote in Propaganda, "Those who manipulate this unseen
mechanism of society constitute an invisible government which is the true ruling power
of our country."
8

One of Bernays' early clients was the tobacco industry. He consulted psychoanalyst A. A.
Brill on how to persuade women to smoke. Brill told him that the desire to smoke was
suppressed and could be released by emancipation and that cigarettes could become
"torches of freedom" from gender imbalances. In 1929, he orchestrated a nowlegendary publicity stunt by convincing women to smoke at the Easter parade in
Manhattan as a statement of rebellion against the norms of a male-dominated society. The
demonstrators were not aware that a tobacco company was behind the publicity stunt.
Bernays dubbed his PR campaign the: "Torches of Liberty Contingent".Publicity photos
of these beautiful fashion models smoking "Torches of Liberty" were sent to various
media outlets and appeared worldwide. As a result, the taboo was dissolved and many
women were led to associate the act of smoking with female liberation. Some women
went so far as to demand membership in all-male smoking clubs, a highly controversial
act at the time. For his work, Bernays was paid a tidy sum by George Washington Hill,
president of the American Tobacco Company.
Another early practitioner was Harry Reichenbach (18821931) a New York-based
American press agent and publicist who promoted movies. He claims to have made
famous the Paul Chabas painting, September Morn. Supposedly, he saw a print in a
Chicago art store window. He made a deal with the store owner who had not sold any of
his 2,000 prints. Reichenbach had hired some boys to "ogle" the picture when he showed
it to the moralist crusader Anthony Comstock. Comstock was suitably outraged when he
saw it. Comstock's Anti-Vice Society took the case to the court and lost. However, the
case aroused interest to the painting, which ultimately sold million.

1.4 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 newspaper .As readership in traditional media
shifts to online media, so have the focus of many in public relations.Social media releases
search engine optimization, content, publishing, and the introduction of podcasts and
video are other burgeoning trends.
Social media has increased the speed of breaking news, creating greater time constraints
on responses to current events.
Increasingly,

companies

are

utilizing

social

media

channels,

such

as blogs and Microblogging. Some view two-way communications in social media in two
categories: asymmetrical and symmetrical. In an asymmetrical public relations model an
organization gets feedback from the public and uses it as a basis for attempting to
persuade the public to change. A symmetrical public relations model means that the
organization takes the interests of the public into careful consideration and public
relations practitioners seek a balance between the interest of their organization and the
interest of the public.

10

1.5 PUBLIC RELATIONS IN GOVERNMENT

Public relations role in government:
The Government public relations contributes 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 agencys sensitive to its publics.
6. Mobilisation of support for the agency itself.
Public Relations for Government (objectives and organizations)
National Objectives:
The basic function of the government Public Relations department / agenciesis to provide
information, education/instruction to the citizens. The effort should alsomotivate the
people directly or indirectly, to discharge these functions in a meaningfuland purposeful
manner, it is necessary that the Public Relations Department / wingshould be clear about
the broad objectives which guide their work.
The national objective should be non-political, non-controversial, and onwhich there
should be a national consensus. The objectives should further the interests and the wellbeing of the public as a whole and promote the many side development of the country.
The objectives should be long term ones and need not necessarily change with political
vagaries.

1.6 The Role of Public Relations in the Marketing Mix

11

Advertising is so often "in your face" and those of us that are interested are normally
aware of a company's advertising campaigns, but how often are we familiar with the
associated public relations activities? Costs are fixed for placing ads, booking air time,
planning media schedules etc and the marketing manager that I talked about in my last
article often finds it easy to work out his annual ad spend but not so easy to work out how
much to allocate to public relations. I feel that this is because the value of public
relations, as an industry and a marketing tool, is often misunderstood by many.
Marketing focuses on products (or services), and their price, promotion and place
(distribution.) These collectively are known as the marketing mix or "the four p's".
Britain's first professor of public relations suggested that added to the classic four Ps of
marketing should be for P for perception and this is where PR would come in. I would
like to expand on this statement and propose that public relations can be applied to every
part of the marketing mix, of which advertising, the one the public are most familiar with,
is but one ingredient.
It is sometimes said that public relations is new, as if it had been invented during the last
few years or since the second world war, or just this century. In countries, such as
Botswana, which have gained their independence during the last thirty years, public
relations may well seem new. Amongst those who associated public relations with the
older industrialised world it is sometimes claimed that public relations is an American
invention. The Americans may have invented Mickey Mouse, Coca Cola and Hollywood,
but they did not invent public relations.
Perhaps the reason why there is a mistaken idea that public relations is something new, is
because in recent years we have enjoyed so many new ways of communicating. Before
the advent of newer techniques such as television, videos and satellite broadcasting, a
vital part was played by press, radio and cinema. It has, as a result, become both easier
and more necessary to explain and create understanding about so many more topics as the
target audience becomes ever larger. Today more than ever, public relations has to deal
with the facts as they are - good, bad or indifferent and in that sense public relations has
to be as new as the world in which it operates.Let us be clear about the meaning of public
relations. Essentially, public relations is about creating understanding through
knowledge, and this often involves effecting change. Public relations is therefore a form
12

of communication. It applies to every sort of organisation, commercial or non

commercial, in the public or private sector. Public relations consists of all
communications with all the people with whom the organisation has contact.
Public relations should be to the marketing practitioner, an integral part of the marketing
mix, and for this to be the case, the confusion as to its role, as oppose to that of
advertising, needs to be clarified. One definition of advertising is as follows "Advertising
presents the most persuasive possible selling message to the right prospects for the
product or service at the lowest possible price." Advertising presents this message
through the creative skills of copywriting, illustration, layout, typography, scriptwriting
and video making based on a theme or "copy platform". The emphasis is on selling,
which differs very much from the public relations role of "informing, educating and
creating understanding through knowledge."
There is however a major relationship between advertising and public relations in that
advertising is more likely to succeed when prior public relations activity has created
knowledge and understanding of the product or service being promoted. This is
sometimes better known as market education and is a practical example of how public
relations can help the marketing strategy. It is wise business practice for public relations
to work with advertising, rather than relying solely on advertising to break into a new
market or to introduce a new and unknown product or service. A number of new products
have failed to sell simply, because there is no build up or market education and hence the
advertising spend was a waste of money. I wonder if this is also true of the many dot.com
business that did not manage to see their first year out?
Public relations can almost be regarded as a bigger activity than advertising, because it
relates to all the communications of the total organisation, whereas advertising, although
it may cost more than public relations, is mainly limited to the marketing function. Public
relations is certainly not free advertising, if done well, it is time consuming and time
costs money. Whereas the cost of an advertisement is always known, the cost of securing
editorial space or radio/tv air time is difficult to quantify but its benefit is often of great
value.
Advertising may not be used by an organisation but every organisation is involved in
public relations. For example a fire brigade does not advertise for fires or even advertise
its services, but it does have relations with many publics.

Another difference lies in the finances of the two - advertising agencies usually receive
their income from a commission based fee structure, with monies received being spent on
13

media and production costs. Public relations companies however derive income from
time and quality of work performed, with monies received being spent on staff salaries.
Public relations embraces everyone and everything, whereas advertising is limited to
selling and buying tasks such as promoting goods and services, buying supplies and
recruiting staff. Public relations has to do with the total communications of an
organisation; it is, therefore, more extensive and comprehensive than advertising. On
occasions public relations may use advertising, which is why public relations is neither a
form of advertising or a part of advertising, but a misunderstood, crucial tool that cuts
right across the marketing mix.

14

CHAPTER - 2
RESEARCH AND METHODOLOGY

15

2. RESEARCH AND METHODOLOGY OF PUBLIC

RELATIONS
There are two types of public relations research: qualitative research and quantitative
research. The purpose of qualitative research is to provide a rich, in-depth understanding
of how certain people think or feel about a subject. However, the results cannot be
generalized to larger populations. Qualitative research allows public relations
practitioners to discover rather than test ideas (Broom & Dozier, 1990, p. 400).
Quantitative research is the controlled, objective, and systematic gathering of data
(Stacks, 2002, p. 6), which can be generalized to larger populations. Both types of
research are valuable, and can provide critical public relations insights, especially when
used together. For example, a public relations practitioner might conduct a series of focus
group interviews (qualitative research) to identify possible issues that concern employees.
The practitioner could use information from the focus groups to develop questions for an
employee survey (quantitative research).
Factors that determine which research methods to use include the nature of the research
problem, budget, timing, the degree of accuracy required, and the importance of the
findings to the success of the organization. All research requires making tradeoffs among
rigor, cost, and timing. Some issues may not warrant extensive research because they will
create little impact on the organization. Other issues may be expected to create a
tremendous impact, but tight deadlines do not allow for designing and implementing an
extensive research program. The reality is that public relations practitioners must gather
the best information possible to make the best decisions possible within the constraints of
the situation.
Qualitative Research Methods
Qualitative research involves only a few cases, but they are examined in great detail.
Some qualitative research techniques frequently used in public relations include nominal
group technique, in-depth interviews, focus groups, and field observations.
Nominal Group Technique: This research technique has been used for organizational
decision-making, problem-solving, and idea-generating purposes for market research (de
Ruyter, 1996). The researcher assembles a purposive sample of 10 to 12 people. A
purposive sample is a non probability sample in which the researcher selects
respondents according to his or her judgment as to their perceived representativeness or
usefulness to the research process (Broom & Dozier, 1990, p. 400). Group members
typically are somewhat knowledgeable about the topic. A nominal group technique
(NGT) method usually consists of five stages. First, a moderator presents the topic and
16

makes sure participants understand the issue. In stage two, each participant works
individually to generate ideas. In stage three, a facilitator records everyones ideas in a
round-robin fashion. Stage four consists of a group discussion of ideas. Similar ideas may
be combined into a single category, but only if the entire group agrees to combine traits.
In the fifth stage, participants vote for the ideas of greatest importance (de Ruyter, 1996;
Langford, Schoenfeld, & Izzo, 2002; Claxton, Brent Richie, & Zaichkowski, 1980). In
some cases, NGT voting includes ranking, where participants give their first choice five
points, second choice three points and third choice one point. NGT lacks precision, but is
an effective brainstorming technique and often the first step to additional research.
In-depth Interviews: In-depth interviews are open-ended interviews, often conducted in
person. Although the researcher may have a line of questioning, the researcher may move
beyond it to probe deeper into the subjects comments. In-depth interviews last from 45
minutes to several hours. They are useful at the formative stages of research (Broom &
Dozier, 1990). Two types of in-depth interviews are the structured and unstructured
interviews. In the structured interview, the researcher uses a detailed interview schedule
with open and closed questions, and knows in advance what questions to cover. The
unstructured interview is more informal, where the respondent is encouraged to talk
freely; the respondent rather than the interviewer guides the course of the interview. Faceto-face in-depth interviews yield a high percentage of returns, but are expensive to
administer. Also, lower response rates are being reported in high-crime areas, which may
bias the findings. In-depth interviews also enable interviewers to clarify questions if
necessary and present visual materials (Miller & Salkind, 2002).
Focus Groups : Focus groups are moderated group discussions involving six to 12
participants. The late Republican political consultant Lee Atwater said that focus groups
give you a sense of what makes people tick and a sense of whats going on with peoples
minds and lives that you simply cant get with survey data (as cited by Davis, Gavagan,
& DeLuccia, 2001, p. 2). They reveal the range of opinion that exists surrounding a
particular subject. The public relations practitioner might use focus groups when looking:
for a range of ideas and feelings; to understand differences and perspectives; to uncover
factors that influence opinions, behaviors or motivations; for ideas to emerge from the
group; or to pilot test ideas, materials, plans or policies. Focus groups can also be used to
develop questions for surveys and other quantitative research, and to shed light on
quantitative research data already collected (Krueger & Casey, 2000).
Field Observations: Field observations are defined as a qualitative observation
technique that puts you among the public you are studying in a naturalistic setting
(Broom & Dozier, 1990, p. 149). Public relations practitioners conduct field research
whenever they observe or participate in a social behavior and try to understand it. Field
observations are used as a data collection activity and theory generating activity. They
offer the advantage of probing social life in its natural habitat. There are several types of
17

field observations, ranging from complete participant (where the researchers true identity
and purpose are not known) to complete observer (where the researcher observes social
processes without becoming part of it). One public relations use of field research is
observing patterns to see how people work their way through trade shows.
Q Methodology: Between Qualitative and Quantitative
Q methodology is the scientific study of subjectivity. Subjectivity is a persons
communication of his or her point of view (McKeown & Thomas, 1988, p. 12). Q
methodology provides a quantitative means to study a participants point of view or
beliefs. Q-study research usually involves a small number of participants. Some Q studies
are developed around a single participant. In a Q study, each respondent sorts a number
of statements about a subject (the Q-sample) along a continuum, according to a condition
of instruction. The respondent may be asked to sort the Q-sample from most unlike me
(-5) to most like me (+5). In some cases, the condition of instruction may be to sort the
Q-sample according to how they think someone else might sort it, or how it would be
sorted in an ideal world. Q-sample statements may be culled from media reports,
interviews, talk shows, letters to the editor, previous research, and a variety other sources.
A researcher conducting a Q study on peoples attitudes toward the First Amendment
might include such statements in the Q-sample as:
The media should have the right to say and print whatever it wants, regardless of truth.
The media have the responsibility of verifying the truth of all information before
broadcasting.
An unrestricted media is the hallmark of a free society.
Pornography should be outlawed.

Quantitative Research Methods

Quantitative research methods allow researchers to draw statistical inferences about a
population. Researchers may conclude, within a certain confidence level (how certain
they are that the results are correct), that the findings hold true not only for those
surveyed, but also for the entire population within that sample frame (Broom & Dozier,
1990). Content analysis provides a means to measure qualitative data quantitatively
(Stacks, 2002). It systematically analyzes the content of communication to determine
whether key messages are being communicated to key audiences. It can be used to
analyze documents, news articles and television pieces, speeches, interviews, and focus
group results. Possible measurements for content analysis include number of clips, total
circulation of the publications, number of inches or minutes, positive versus negative
18

stories, audience type (key audience or general audience), product mentions, whether key
messages appear, key media or general media, quality of the publication or program, and
prominence of the company in the story (Gronstedt, 1997; Williams, 2003).
Public relations practitioners may be tempted to put a dollar value to media coverage
using advertising value equivalency. This is a crude calculation in which the
practitioner measures coverage by column inches in a publication or seconds on the air,
and multiplies that by the medias advertising rates. Most public relations researchers do
not advocate this method of content analysis for several reasons. No research exists to
suggest that news stories have an impact equal to advertising; there is no known
relationship between the two. Some practitioners claim that a story from an unbiased
journalist is more credible than a paid advertisement. However, the credibility of news
media stories varies depending on the subject. Additionally, there is no advertising
equivalent for a negative or neutral story. The Institute for Public Relations recommends
that public relations practitioners avoid trying to measure what their efforts would equate
to in advertising dollars, and instead focus on how coverage helps achieve the
organizations goals (Jeffries-Fox, 2003).
Software such as ATLAS.ti can help practitioners develop detailed analyses of qualitative
data, such as for content analysis (Miller & Salkind, 2002). Also, many public relations
research firms offer content analysis services. For quantitative data analysis, SPSS
(Statistical Package for the Social Sciences) is frequently used in public relations
research.
Surveys: One common quantitative public relations research method is the survey or
questionnaire. The survey sample frame defines the particular population under study (for
example, all non-management employees at XYZ Company who have worked there for
less than five years). In order for a survey to have external validity (defined by Broom &
Dozier, 1990, as the degree to which a measure is valid for other settings and
populations, p. 397), researchers must draw a probability sample. Probability samples
are drawn in such a way that the researcher knows the probability of selecting any
particular sampling element (Broom & Dozier). In random sampling, this means that
every person who falls within the population defined by the sample frame has an equal
possibility of being surveyed. The size of the sample depends on budget, and the margin
of error and degree of uncertainty with which the researcher can tolerate. Questions
should also be tested to ensure items not are not ambiguous, irrelevant, confusing, or
biased (Gronstedt, 1997). Care must also be taken with the wording of questions, since
the questionnaire must attempt to operationalize difficult concepts, such as employee
satisfaction, or community satisfaction with the organization. Operationalizing is the
process of connecting an abstract concept to observable phenomena in the real world
(Broom & Dozier, 1990, p. 163). The questions must be appropriately designed to
measure those concepts. For that reason, Broom & Dozier (1990) recommend using
19

existing item sets from previous research; see the Handbook of Research Design and
Social Measurement (Miller & Salkind, 2002) for examples.
Surveys can be conducted face to face, by telephone, by mail, and via the Internet. Faceto-face surveys have the highest response rates. They also have the advantage of enabling
the interviewer to show respondents materials to respond. Face-to-face surveys are also
the most expensive and time-consuming to administer. Also, the presence of the
interviewer may cause respondents to skew their responses to appear more favorable to
interviewer. Telephone surveys are less expensive than face-to-face surveys, and can be
completed more quickly. Virtually every home in the United States has a telephone, and
the development of random-digit dialing programs (which eliminate the problem of
relying on telephone directories, since 30% of the phones nationally are unlisted)
theoretically provides access to most Americans. However, telephone surveys have
higher refusal rates than face-to-face surveys. Many people use caller ID and answering
machines to screen calls, making it harder to reach participants (Dillman, 2000).
Although survey calls are exempt from National Do Not Call Registry provisions (as are
those by charities, politicians and those with whom people already have established
business relationships) (www.donotcall.gov, 2004), the public seems more resistant to
responding to calls from strangers. In telephone research, the choices must be easily
understood over the telephone. Telephone interviews are usually shorter than face-to-face
interviews, generally lasting 10 minutes or less, therefore limiting your ability to analyze
difficult concepts or issues (Broom & Dozier, 1990; Stacks 2000).
Mail surveys cost less than telephone surveys and are easier to administer. Mailing lists
may be available to target specific publics. However, because mail surveys are easy to
ignore, they also have a lower response rate. To increase response rates, Dillman (2000)
recommends these five
steps:
Develop a respondent-friendly questionnaire that is easy to read and understand,
and has an attractive layout.
Plan to contact the recipient up to five times, with a prenotice letter, the
questionnaire mailing itself, a follow-up thank-you postcard, a replacement
questionnaire, and a final contact by telephone or express mail.
Use first-class stamps on return envelopes instead of business-reply envelopes.
Personalize correspondence, using real stationary, the respondents name on the
letter, and an actual signature.
Include a token financial incentive ($1 to $5) with the survey. (However, the
promise of incentives after a survey is completed, or the chance of winning a
prize will not increase response rates.)

20

Internet surveys are gaining in popularity because they can reach large numbers of
respondents without increasing costs. Once the data collection system is developed, costs
are similar whether the sample is 100 or 10,000. Many Web-survey systems also provide
analyses. Internet surveys provide survey capabilities far beyond those available for any
other type of self-administered questionnaire (Dillman, 2000, p. 354). However, there
are several drawbacks to Internet surveys. Web-based surveys may not be compatible
with all browsers, which means some people who want to respond to the survey may not
be able to do so. Also, although use of the Internet is growing steadily, many people do
not have access to the Internet. Many, also, are not familiar enough with the Internet to
navigate through a Web-based survey. Web-based surveys often do not provide
researchers with control over their sample. Researchers may know about who is
responding to the survey, but not about those who are not. Web surveys, however, may be
good for populations with high rates of computer use, such as employees in a high-tech
firm (Dillman, 2000).

21

CHAPTER - 3
PUBLIC RELATIONS: ADVANTAGES AND
DISADVANTAGES

22

3. PUBLIC RELATIONS: ADVANTAGES AND

DISADVANTAGES
Public Relations have both advantages and disadvantages.

Advantages include:
1. Credibility: Because PR communications are not perceived in the same light as advertising
that is, the public does not realize the organization either directly or indirectly paid for them
they tend to have more credibility. The fact that the media are not being compensated for
providing the information may lead receivers to consider the news more truthful and credible.
For example, an article in newspapers or magazines discussing the virtues of aspirin may be
perceived very much as more credible than an ad for a particular brand of aspirin.
2. Cost: In both absolute and relative terms, the cost of PR is very low, especially when the
possible effects are considered. While a firm can employ PR agencies and spend millions of
dollars on PR, for smaller companies, this form of communication may be the most affordable
alternative available.
3. Avoidance of Clutter: Because they are typically perceived, as news items, PR messages are
not subject to the clutter of ads. A story regarding a new product, introduction of break through is
treated as a news item and is likely to receive attention.
4. Lead Generation: Information about the technological innovations, medical break-throughs
and the like results almost immediately in a multitude of inquiries. These inquiries may give the
firm some quality sales lead.
5. Ability to reach specific groups: Because some products appeal to only small market
segments, it is not feasible to engage in advertising and / or promotions to reach them. If the firm
does not have the financial capabilities, to engage in promotional expenditures, the best way to
communicate to these groups is through PR.
6. Image Building: Effective PR helps to develop positive image for the organization. A strong
image is insurance against later mis-fortunes.
23

Disadvantages of Public Relations

Media relation techniques are used to promote company and its products to the various
media channels like T.V, newspaper, magazine, internet. PR professionals try to earn
media attention by pitching interesting facts about its product, interesting customer
feedback stories, news from the company spokesperson etc. Media is not paid for
publishing these stories. Good stories get media placements.
Again when placing an advertisement in the newspaper a manufacturer may create a draft
keeping in mind the various points about his company and product that need to be
highlighted. But when he tries to promote this piece of information through news
channels or other public relations channels then the information is twisted and turned to
suit the news story or feature appearing in the newspaper, television etc. Thus the
marketer may not be satisfied with the end result.The marketer is never sure whether his
well-planned and crafted news event will be featured in the media as a more serious news
item like a bomb blast or an air crash may bump it off.

24

CHAPTER 4
IMPORTANCE OF PUBLIC RELATIONS

25

4. IMPORTANCE OF PUBLIC RELATIONS

In the current scenario of cut throat competition, every organization struggles to stay a
step ahead of its competitors. It is essential for every organization to communicate well
with its stake holders, partners and each and every individual associated with it.
Here comes the importance of public relations experts: Public relations experts are hired
to present ones organization in the best light. Public Relations experts create a positive
image of a particular brand in the minds of target customers through regular interaction,
press release, newsletters, interviews, events, functions, hiring a celebrity as a brand
ambassador or even through charitable functions. Public Relations are essential for
effective brand positioning. In a laymans language, public relations experts are hired to
make an organization and its products/brands popular among the masses. (Target
audiences) Public relations experts strive hard to reach to the maximum people (potential
customers) and eventually gain maximum exposure for their organization/brand. More
and more people relate to their brand and automatically revenue of the organization goes
up.
In todays world, it is really essential for every organization to understand the needs and
expectations of its target audiences. Public relations experts ensure free flow of
information between the organization and its target audiences, necessary for the survival
of every business. Correct information must reach the customers for them to be loyal
towards your brand. (Products and services).Public relations experts help an organization
stand apart from the crowd. Public relations department gives the customers and infact
the whole world a better understanding of how their organization functions, policies,
products, services and so on.Public relations experts focus not only on information flow
from organization to its public but also vice a versa. Proper feedback is being taken from
potential customers as to how they feel about the organization and its products.These
reviews and feedbacks (positive or negative) help an organization to grow to its full
potential. Positive feedback definitely calls for a celebration but negative reviews are also

26

taken seriously and necessary changes are incorporated in the system to meet the
expectations of the consumers.
The role of public relations expert becomes critical under any kind of crisis or
unfavourable circumstance. It is the role of the public relations manager to save the
reputation of his/her organization. He needs to be on his toes to face questions from the
media/public and handle all the criticism with a smile. It is the public relations managers
role to take immediate charge of any adverse situation and turn negative situations also
into the companys favour.
Public relations experts in true sense are the face of every organization who work hard
towards saving and maintaining an organizations reputation ad image. It is a new and
highly successful way of staying connected with the target audiences for a better brand
image.

27

CHAPTER 5
PUBLIC RELATIONS PROCESS

28

5. PUBLIC RELATIONS PROCESS

The definition of Public Relations as relations with the general public through publicity,
those functions of a corporation, organization, branch of military service, etc., concerned
with informing the public of its activities, policies, etc., attempting to createfavorable
public opinions. Public Relations are the planned effort to influence opinion through
good character and responsible performance, based upon mutually satisfactory two-way
communications.
1) Research-listening:
This involves probing the opinions, attitudes and reactions of those concerned with the
acts and policies of an organisation, then evaluating the inflow. This task also requires
determining facts regarding the organisation: "what's our problem?"
2) Planning-decision making:
This involves bringing these attitudes, opinions, ideas and reactions to bear on the
policies and programmes of the organisation. It will enable the organisation to chart a
course in the interests of all concerned:
"Here's what we can do."
3) Communication-action:
This involves explaining and dramatizing the chosen course to all those who may be
affected and whose support is essential: "Here's what we did and why."
4)Evaluation:
This involves evaluating the results of the programme and the effectiveness of techniques
used: "How did we do?"
The first phase of Public Relations process is identifying and listing out the information
or message to the communicator.
The second phase of Public Relations is process to ascertain the existing image or
awareness level about the issue in the target group or common public.
29

The third phase of Public Relations is developing of communication objectives and

priorities. The fourth phase of Public Relations is deals with developing the message and
choosing the media to transit. The fifth phase of Public Relations is the implementation of
the message andmedia, coordination or the dissemination of message.
The sixth phase of Public Relations is communication process to check whether message
reached properly and the expected action or behavior or knowledge on image factors.
The seventh phase of Public Relations in case the message did not reach properly
identified the reason for the ineffectiveness and rectification of the same and disseminates
the revised message.
The research process:
Opinion, market and academic researchers have developed a pattern of research that
involves nine basic steps:
1) Statement of the problem
2) Selection of a manageable portion of the problem
3) Definition of concepts and terms
4) Literature search
5) Development of a hypothesis
6) Determination of a study design
7) Gathering of the data
8) Analysis of the data
9) Recording of the implications, generalisation, conclusions
Now, let us briefly see the above component:
1. Listing and prioritising of information is to be disseminated:
May wish to inform the public:
a) The new policy of the Government or organisation
b) The change in the existing policy
c) The new scheme promoted
d) The change in the existing scheme

30

Public

Relations

activity

starts

with

identifying

the

message

to

be

disseminatedAndprioritized.
2. Ascertaining the existing knowledge level or understanding the perceptions of the
public:
The organisation can check a quick survey among the target group of the public to
ascertain the knowledge level of the issue for which the organisation is planning to
initiate Public Relations process and in case of the image it is essential to know whether
the image is positive, neutral or negative in terms of the assessment or in terms of the
organisation or both.
3. Communication objectives and prioritise:
Based on the knowledge level or image factor, communication objectives are to be
established which is possible to evaluate and the top management approval is required.
For example, communication objective instead of using the term increasing awareness
level about the scheme, it should be specific "By 2005, in the number of families where
of the scheme be atleast one lakh" so that we can evaluate the impact.
4. Message and Media:
After choosing the objective, the content of the message need to be developed.
While developing the message we should keep in mind the media in which we are going
to use for disseminating that message. TV/Visual media may be effective for showing the
demonstrating awareness. Training media may be effective whether the recipient may
wish to keep the gap or further reference.
5. Implementation of message and media:
Based on the expected reaching level and target group, the budget is to be prepared and
message is transmitted through the appropriate media's.
6. Impact assessment:After release of the message, it is essential to study the impact at
interval by interacting with the target group.
31

CHAPTER 6
THE GROWTH OF PUBLIC RELATIONS IN INDIA

32

6. THE GROWTH OF PUBLIC RELATIONS IN INDIA

The growth of public relations in India can actually be seen at different stages.During the
first World War (1914-1918), British government in India set up a Central Publicity
Board. This was the first organised PR/Information set-up of the Government of India. It
was later called the Central Bureau of Information, which later changed to the Bureau of
Public Information, and functioned as a link between the Government and the Press.The
government had started realising that a set up was needed to know what the media
thought and wrote about them. Soon after Independence (1947), the government of India
set up a full-fledged Ministry of Information and Broadcasting.

A systematic and organisedpractise of public relations began with the Indian railways
much before we attained independance.The Great Indian Peninsular (GIP) Railways as it
was known then, for example, carried on a campaign in England in the 20s to attract
tourists to India.The importance of public relations was known to the British and they
made well use of it.It was not only the government but slowly the private sector in India
also woke up to the need of public relations. Tatas set up their Public Relations
Department in Mumbai in 1943.There were other companies too such as Dunlop,Unilever
and others which did many public outreach activities.Infact the Tatas also came with a
course on public relations in 1958.All this explaining the rising value of this profession.
But majorly the profession has seen traces of the public sector on it as it grew.There is a
strong reason behind this.When India gained her independance in 1947, the pro-socialist
leaders then had a vision of a economically and socially strong India. One of the means
was setting up of Public Sector Undertakings(PSUs) in various sectors, among many
other things.Most of the early Public Relations practitioners started off their careers in
these companies belonging to sectors such as oil, gas, steel, transportation, banking and
insurance.You may want to know why public relations in a PSU was considered
important to begin with.The reason is that a PSU is accountable to the people as they are
funded by tax payers. The goverment holds majority shares in the undertaking and its
33

profits are used for various development projects for the nation.As these units were
accountable to the people, a public relations department in the company was a must who
could communicate on behalf of the company with the media and its audiences.

It was a total different picture when it came to the private sector.They were under no
pressure to be accountable to the publics as no competition troubled them and the
protectionist era in which India post independance, kept them much to themselves.Profit
was considered a dirty word and thus revealing it was out of question.As also they faced
no competition there was no need to build any rapport with publics. This was India post
independance and much the same in the 60's to almost the 70's.
If you were a public relations officer in that time these were your job responsibilties
(without any professional training). You were mainly a 'fixer' who could achieve any
objectives beneficial for the company through wining and dining.You were moslty a
retired bureaucrat or an old family retainer managing company communications. You
would be in charge of guest relations and of course publicity through press releases.Many
ex-journalists were also the public relations officers of that time. A trend seen even
today.Hospitality relations (which is how the personal influence model of public relations
is used and will be discussed later) and producing house journals was also part of your
other responsibilities.Public relations activities were not based on research or were part of
any strategic decision.
In

the

1980s,

there

were

small

time

firms

offereing

PR

services

to

companies.Advertisingagnecies started offering public relations activities free as part of

their advertising services to their clients.Some of the well-known pioneering PR agencies
of that time were those who had independent operations or had entered into affiliations
with international public relations agencies such as Hill & Knowlton (Indian Public
Affairs Network, New Delhi) and Burson-Marstellar Roger Pereira Communications
Private Limited (Mumbai). Initially in the 1970s and much later in the 1990s a much
awaited change took place which gave a major boost to the profession of PR.

34

CHAPTER 7
THE COMPONENTS AND TOOLS OF PUBLIC
RELATIONS

35

7. THE COMPONENTS AND TOOLS OF PUBLIC RELATIONS

"Public"
A group of similar individuals; an assortment of persons having the same interests,
problems, circumstances, goals; it is from such persons that opinion emanates.
Public is a varied creature; it comes in many forms and sizes. Public has a multitude of
wants and desires; it has its likes and dislikes, sometimes, strong likes and strong dislikes.
Employers make for a public and employees another public; the government is a public
and citizens constitute another public, and so on, each of these groups is a public of the
sort, tries to attract a different audience with its own tools and techniques.
"Relations"
Human wants to create the need to establish relations with one another. The
representative wants of the individuals will profoundly affect their relationship. To
understand any relationship, therefore, one must understand the wants of those involved.
'Relationships are of all possible types. We have relationship by ran-superior to inferior,
inferior to superior, and equal to equal. We have relationship by sentiment-benevolent,
Friendly, suspicious, jealous, hostile.
A relationship may be active, or it may be passive it may be good or it may be bad, or it
may be neutral. At any rate, the relationship is there to be accepted, ignored or altered, as
desired.
Propaganda:
Propaganda is the manipulation of symbols to transmit accepted attitudes and skills. It
describes political application of publicity and advertising, also on a large scale, to the
end of selling an idea cause or candidate or all three.

36

Campaigns:
These consist of concerted, single-purpose publicity programme, usually on a more or
less elaborate scale, employing coordinated publicity through a variety ofmedia, aimed, at
a number of targets, but focussed on specific objectives. A campaign objective may be the
election of a candidate, the promotion of political cause or issue, the reaching of a sales
goal, or the raising of a quota of funds
Lobbying:
It entails the exertion of influence, smooth and measured pressure on other, exercise of
persuasion cum-pressure. In essence, it means a group putting its points of view forward
in an attempt to win the other groups support.

37

CHAPTER 8
ETHICS IN PUBLIC RELATION

38

8. ETHICS IN PUBLIC RELATION

The field of public relations is generally highly un-regulated, but many

professionals voluntarily adhere to the code of conduct of one or more professional
bodies to avoid exposure for ethical violations. The Chartered Institute of Public
Relations, the Public Relations Society of America and The Institute of Public
Relations are a few organizations that publish an ethical code. Still, Edelman's 2003
semi-annual trust survey found that only 20 percent of survey respondents from the
public believed paid communicators within a company were credible.

Spin
Spin has been interpreted historically to mean overt deceit meant to manipulate
the public, but since the 1990s has shifted to describing a "polishing of the truth. Today
spin refers to providing a certain interpretation of informant meant to sway public
opinion. Companies may use spin to create the appearance of the company or other
events are going in a slightly different direction than they actually are. Within the field of
public relations, spin is seen as a derogatory term, interpreted by professionals as
meaning blatant deceit and manipulation. Skilled practitioners of spin are sometimes
called "spin doctors."
The techniques of spin include selectively presenting facts and quotes that support ideal
positions (cherry picking), the so-called "non-denial denial," phrasing that in a way
presumes unproven truths, euphemisms for drawing attention away from items
considered distasteful, and ambiguity in public statements. Another spin technique
involves careful choice of timing in the release of certain news so it can take advantage of
prominent events in the news.

39

Negative PR

Negative public relations, also called dark public relations (DPR), is a process of
destroying the target's reputation and/or corporate identity. The objective in DPR is to
discredit someone else, who may pose a threat to the client's business or be a political
rival.

DPR

may

rely

on IT

security, industrial

espionage, social

engineering and competitive intelligence. Common techniques include using dirty secrets
from the target, producing misleading facts to fool a competitor. Some claim that negative
public relations may be highly moral and beneficial for the general public since threat of
losing the reputation may be disciplining for companies, organizations and individuals.
Apart from this, negative public relations helps to expose legitimate claims against one.

Politics and civil society

In Propaganda (1928), Bernays argued that the manipulation of public opinion was a
necessary part of democracy. In public relations, lobby groups are created to influence
government policy, corporate policy, or public opinion, typically in a way that benefits
the sponsoring organization.
When a lobby group hides its true purpose and support base, it is known as a front
group. Front groups are a form of astroturfing, because they intend to sway the public or
the government without disclosing their financial connection to corporate or political
interests. They create a fake grass-roots movement by giving the appearance of a trusted
organization that serves the public, when they actually serve their sponsors.

40

CHAPTER 9
DABUR INDIA LIMITED

41

9. DABUR INDIA LIMITED

9.1 INTRODUCTION
Dabur India Limited is a leading Indian consumer goods company with interests
in Hair Care, Oral Care, Health Care, Skin Care, Home Care and Foods. From its humble
beginnings in the bylanes of Calcutta way back in 1884 as an Ayurvedic medicines
company, Dabur India Ltd has come a long way today to become a leading consumer
products manufacturer in India. For the past 125 years, they have been dedicated to
providing nature-based solutions for a healthy and holistic lifestyle
Through their comprehensive range of products, they touch the lives of all consumers,
in all age groups, across all social boundaries. And this legacy has helped them develop a
bond of trust with our consumers. That guarantees you the best in all products carrying
the Daburname .

Dabur India Limited has marked its presence with significant achievements and
today commands a market leadership status. Their story of success is based
on dedication to nature, corporate and process hygiene, dynamic leadership
and commitment to their partners and stakeholders. The results of their policies
and initiatives speak for themselves.Leading consumer goods company in India
with a turnover of Rs. 2834.11 Crore (FY09)

3 major strategic business units (SBU) - Consumer Care Division (CCD),

Consumer Health Division (CHD) and International Business Division (IBD)

3 Subsidiary

Group

Pharmaandnewu and 8

companies
step

down

Dabur

subsidiaries:

International, Fem
Dabur

Nepal

Pvt

Care
Ltd

(Nepal),Dabur Egypt Ltd (Egypt), Asian Consumer Care (Bangladesh), Asian

Consumer Care (Pakistan), African Consumer Care (Nigeria), Naturelle LLC (Ras
Al Khaimah-UAE),Weikfield International (UAE) and Jaquline Inc. (USA).

42

17 ultra-modern manufacturing units spread around the globe

Products marketed in over 60 countries

Wide and deep market penetration with 50 C&F agents, more than 5000 distributors and
over 2.8 million retail outlets all over IndiaConsumer Care Division (CCD) adresses
consumer needs across the entire FMCG spectrum through four distinct business
portfolios of Personal Care, Health Care, Home Care & Foods

Master brands:

Dabur - Ayurvedic healthcare products

Vatika - Premium hair care

Hajmola - Tasty digestives

Ral - Fruit juices & beverages

Fem - Fairness bleaches & skin care products

9 Billion-Rupee brands: DaburAmla, DaburChyawanprash, Vatika, Ral, Dabur Red Toothpaste

DaburLalDantManjan, Babool, Hajmola and Dabur Honey

Strategic positioning of Honey as food product, leading to market leadership (over 75%
market

DaburChyawanprash the largest selling Ayurvedic medicine with over 65% market share.

Vatika Shampoo has been the fastest selling shampoo brand in India for three years in a row

Hajmola tablets in command with 60% market share of digestive tablets category. About
43

tablets are consumed in India every day

Leader in herbal digestives with 90% market share

Consumer Health Division (CHD) offers a range of classical Ayurvedic medicines and
Ayurvedic OTC products that deliver the age-old benefits of Ayurveda in modern readyto-use formats

Has more than 300 products sold through prescriptions as

well as over the counter

Major categories in traditional formulations include:

- AsavArishtas
- RasRasayanas
- Churnas
- Medicated Oils

Proprietary Ayurvedic medicines developed by Dabur

include:
- Nature Care Isabgol
- Madhuvaani
- Trifgol

Division also works for promotion of Ayurveda through

organised community of traditional practitioners and
developing fresh batches of students

44

9.2 HISTORY
The Company was incorporated on 16th September for manufacture of high grade
edible & industrial guargum powder and its sophisticated derivatives. It was incorporated
in the name of Vishal Chemical (India) Ltd
The birth of Dabur in a small Calcutta pharmacy,where Dr. S.K. burman launches his
mission of making health care products.
With growing popularity of Daburproducts ,Dr. Burman expands his operations by setting
up a manufacturing plant for mass production of formulations.The need to development
scientific processes and quality checks for mass production of traditonalAyurvedic
medicines leads to establishment of research laboratories.

45

Dabur expands further with new manufacturing units at Narendrapur and Daburgram.
The distribution of Dabur products spreads to other states like Bihar and the North
East.Dabur becomes a Public Limited Company. Dabur India Ltd. Comes into being after
reverse merger withVidogum Limited. Dabur India Ltd. Raises its first public issue. Due
to market confidence in the company, shares issued at a high premium are oversubscribed
21 times. Dabur establishes its market leadership status with a turnover of Rs. 1,000
crores. From a small begining and uploading the values of its founder, Dabur now enters
the august league of large corporate businesses. In 2007 ,Dabur foods unveiled with the
new packaging and design for real at the completion of 10 years of the brand. The new
refined modern look depicts the natural goodness of the juice from freshly plucked fruits.
Dabur India decides to merge its wholly owned subsidaryDaburFoods Limited with itself
to extract synergies and unlock operational efficiencies. The integration will also help
Dabur sharpen focus on the high growth business of foods and beverages ,and enter
newer product categories in his space.
In 2009, Dabur Red Toothpaste becomes the Daburs ninth Billion Rupee Brand. Dabur
Red Toothpaste crosses the billion rupee turnover mark within five years of its launch.

9.3 VARIOUS PRODUCTS OF DABUR

HEALTH CARE
Dabur's

Health Carerange

brings

for

you

awide

selection

of

Ayurvedicandnaturalproductsthat offercomplete carefor varying individual needs. Our

products are derived from the time-tested heritage of Ayurveda, andbacked by the most
modern scientific test & trialsthat ensureunfailing quality and safety inanything you pick.

PERSONAL CARE

46

Daburpresentsa range of Herbal &Ayurvedic Personal Care products,created tomake you

look and feel good.Bringing together the gentle touch of nature and Ayurveda's wisdom,
the range covers categories likeHair Care, Skin Care and Baby Care,and isbacked by the
unfailing quality stamp of Dabur.

HOME CARE
Dabur India Ltd has a portfolio of superior products that help take care of your home. The
range of Home Care products have been carefully developed to ensure that your living
space not only looks good, but also smells good, all day long. And more importantly, they
help keep your family healthy.

9.4 INTERVIEW WITH PR MANAGER

Following are the set of certain question asked to the PR manager

Q.
How has Dabur performed this year?

A.
We have done well this year and if you look at the results, you will see that our top
line grew by 12.3 per cent from Rs 524.1 crore in the first six months of 2003-04 to
Rs 588.8 crore in the corresponding period of 2004-05. During the same period the
47

growth in total expenses stood at 10.3 per cent from Rs 463.1 crore to Rs 511.0 crore.
Consequently operating profits have grown by 29 per cent from Rs 63.9 crore in the
first half of 2003-04 to Rs 82.6 crore in the first half of 2004-05. So we have been
achieving this by enhancing operational effectiveness and reducing sourcing costs.
Also, we have been making concerted efforts to achieve more efficiency in its
working capital cycle.

Q.
What was the reason for bringing in the change in corporate identity?

A.
This was really thought over. Over time, we felt that Daburs brand equity had to
become more cohesive and in sync with its brand architecture and therefore a change
was required. At the same time, it was also important to maintain continuity, as the
banyan tree was so closely identifiable with Dabur.

Q.
What are the changes that the customer will get to see after this change?

A.
As part of the new look, the Dabur India logo will be sporting the good old banyan
tree with a younger look -- both in form and colour and the brand essence line will be
celebrate life. This message would also be communicated through the new
advertisements that would run through the media. Each aspect of the banyan tree will
signify something. The tree trunk, for instance, will mirror the form of three people
48

with their arms raised conveying exultation in achievement. The broad trunk
represents stability and its multiple branches represent growth. Taken as a whole, the
tree appears well-rooted implying stability, harmony and communicates the brand as
well balanced,wholesome,and,holistic
The tree in the new Dabur identity has been carefully created to communicate
Daburs 100-year-old legacy as well as its future aspirations. The font has also been
changed. The Dabur font has been created as an echo of the earlier font to preserve
its distinctive and established identity. Yet, it has been made contemporary in style.
The defined yet gentle curve of D forms an arc of trust, caring,and,support.
Thus, through its form and colours, the new logo combines freshness and stability. It
expresses a brand that is positive, proactive and progressive.

Q.
What are the marketing initiatives that Dabur plans to focus upon in the coming
year?

A.
We have identified new product initiatives, which would focus on South Africa and
OTC segment as the growth driver in future. We are also acquiring the brand
Honitus, an herbal cough formulation, for our OTC portfolio by April 1. In fact, our
plans to tap South Indian market has been delayed and so the renewed focus on
South India will happen in the coming months.

Q.
What about in the international front?

A.
We have identified international operations as one of the main growth drivers for
Dabur India. Besides trying to open up new markets for our products, the company
49

will also invest up to Rs 20 crore in setting up an export-oriented Unit (EoU). Work

on the EoU will begin next fiscal. We are contemplating a separate EoU since
packaging and other requirements of each overseas market differ to a large extent.
The company is examining suitable sites for setting up this EoU, which is expected
to become operational by 2007. There is a $ 8 billion herbal nutritional supplements
market in the US which offers a very large, untapped potential and Dabur India is
negotiating with potential partners who can offer logistical support. We have similar
plans for the UK, Russian and CIS markets. The international business is expected to
contribute Rs 250 crore to DILs topline in the next two years.

Q.
Where all is Dabur present internationally as of now? Is the corporate identity
change part of going global?

A.
At present, Dabur International, the hub of Dabur India Limiteds international
businesses, is based in Dubai with operations spread across the Middle East, Asia,
Africa, UK and US. However, our brands presence is not very well known abroad so
the change really wont make too much of a difference abroad.

Q.
What about your manufacturing JV with Pakistan?

50

A.
There has been some delay in setting up this venture. But this venture should be set
up next fiscal. In fact, the production at the Nigerian plant has already begun and DIL
will be setting up its third manufacturing plant in Dubai.

Q.
What are the products that the company plans to launch next fiscal?

A.
We are planning on some product launches next year. Its a little early to disclose. We
are looking at a cold cream under the Anmol brand and either a soap or a fairness
cream under Vatika.

Q. How has Dabur Foods ranked this Fiscal?

A.
We have done pretty well. We have registered a 73 per cent increase in net sales from
Rs 35.7 crore in 2003-04 (first half) to Rs 61.6 crore in 2004-05 (first half). The Real
brand grew by 52.8 per cent with the bulk of growth coming from new variants.
Three new variants, Real 200 ML, Real Active 1 Litre, Real Active 200 ML and Real
Junior contributed to over 36 per cent to sales in the Real brand. We are strongly
leveraging to promote institutional sales and looking at developing products under
the Natures Best brand to aggressively target this category. We also launched
Coolers, which are essentially traditional Indian summer drinks with a proposition
of Cooling you from within, and it has shown a good consumer response.

51

Q.
When you launched Real, you said it is a complete fruit juice. While launching
Real Active you said that Real has around 80 per cent pulp whereas Real Active
is complete fruit pulp. Why this difference in promise?

A.
Its not a difference in promise. In fact both Real and Real Active are 100 per cent
pulp juices. The difference is only that one has sugar added in it whereas the other
doesnt. So it isnt like we have communicated differently.

Q.
Dabur India has also embarked on Garuda programme. Can you tell me more
on this?

A.
In the first half of 2004-05, we embarked on an integrated end-to-end supply chain
programme, which we called Garuda. This project involves sharing information on a
real time basis and integrates various supply chain processes to improve resource
utilisation and enhance end-customer satisfaction. A key focus area is to incorporate
various elements of seasonality to develop an effective forecasting mechanism. The
programme is expected to further strengthen Daburs working capital management
and enhance delivery standards. The first pilot of Project Garuda is expected to be
launched in the next three months and the project is expected to be complete by
2005. Once the programme is fully operational, it will bring in greater transparency
in the companys vast and diverse supply chain and provide significant long-term
competitive advantage

52

Q.
Will there be new Dabur campaigns for the identity change and how much have
you spent on promotion?

A.
Yes, we have new commercial for every product. The campaigns will feature Dabur
brand ambassador Amitabh Bachchan celebrating life with the younger generation.
Celebrities like VirenderSehwag (for DaburDantmanjan), Rani Mukherjee (for
DaburAnmol), Nikita Anand (DaburVatika) and MandiraBedi (for DaburAmla) will
be joining Bachchan in communicating the new message.

We have spent around Rs 5 crore for the new promotional campaign and the creative
thought behind the campaign was to promote well being and good health as means to
get more out of life. Most of the campaigns are with children as they symbolise youth
and energy. This is the feel we wanted to give to our brand. Big B will add stature
and authority to the campaign by promoting well being.

53

CHAPTER 10
PR WORK ACTIVITIES

54

10. PR WORK ACTIVITIES

A public relations (PR) officer often works in-house and can be found in both the private
and public sectors: from the utility and media sectors to voluntary and not-for-profit
organisations. Some PR officers may be based in consultancies.
The role is very varied and will depend on the organisation and sector. Tasks typically
involve:

planning, developing and implementing PR strategies;

liaising with colleagues and key spokespeople.

liaising with and answering enquiries from media, individuals and other
organisations, often via telephone and email;

researching, writing and distributing press releases to targeted media;

collating and analysing media coverage;

writing and editing in-house magazines, case studies, speeches, articles and
annual reports;

preparing and supervising the production of publicity brochures, handouts, direct

mail leaflets, promotional videos, photographs, films and multimedia programmes;

devising and coordinating photo opportunities;

organising events including press conferences, exhibitions, open days and press
tours;

maintaining and updating information on the organisation's website;

sourcing and managing speaking and sponsorship opportunities;

55

commissioning market research.

CHAPTER 11
AREAS OF PUBLIC RELATIONS

56

11. AREAS OF PUBLIC RELATIONS

Public relationsare a multifaceted activity involving different audiences as well as
different types of organizations, all with different goals and objectives. As a result, there
are several specific areas of public relations.
PRODUCT PUBLIC RELATIONS
Public relations and marketing work together closely when it comes to promoting a new
or existing product or service. Public relations play an important role in new product
introductions by creating awareness, differentiating the product from other similar
products, and even changing consumer behavior. Public relations can help introduce new
products through staging a variety of special events and handling sensitive situations. For
example, when the Prince Matchabelli division of Chesebrough-Pond's USA introduced a
new men's cologne, there were twenty-one other men's fragrances being introduced that
year. To differentiate its new offering, called Hero, Prince Matchabelli created a National
Hero Awards Program honoring authentic male heroes and enlisted the participation of
Big Brothers/Big Sisters of America to lend credibility to the program. Similarly, when
Coleco introduced its Cabbage Patch Kids dolls, public relations helped increase
awareness through licensed tie-in products, trade show exhibits, press parties, and even
window displays in Cartier jewelry stores.
Public relations are often called on to give existing products and service a boost by
creating or renewing visibility. For example, the California Raisins Advisory Board
organized a national tour featuring live performances by the California Dancing Raisins
to maintain interest in raisins during a summer-long advertising hiatus. The tour
generated national and local publicity through media events, advance publicity, trade
promotions, and media interviews with performer Ray Charles. Other public relations
programs for existing products involve stimulating secondary demandas when
Campbell Soup Co. increased overall demand for soup by publishing a recipe booklet
or identifying new uses for the product. Public relations can interest the media in familiar
57

products and services in a number of ways, including holding seminars for journalists,
staging a special media day, and supplying the media with printed materials ranging from
"backgrounders" (in-depth news releases) to booklets and brochures. Changes in existing
products offer additional public relations opportunities to focus consumers' attention. An
effective public relations campaign can help to properly position a product and overcome
negative perceptions on the part of the general public.
EMPLOYEE RELATIONS
Employees are one of the most important audiences a company has, and an ongoing
public relations program is necessary to maintain employee good will as well as to
uphold the company's image and reputation among its employees. The essence of a good
employee relations program is keeping employees informed and providing them with
channels of communication to upper levels of management. Bechtel Group, a privately
held complex of operating companies, published an annual report for its employees to
keep them informed about the company's operations. The company used surveys to
determine what information employees considered useful. A range of other
communication devices were used, including a monthly tabloid and magazine, a quarterly
video magazine, local newsletters, bulletin boards, a call-in telephone service, and
"brown bag" lunches where live presentations were made about the company. Suggestion
systems are another effective way to improve employee-management communications.
Other public relations programs focusing on employees include training them as
company public relations representatives; explaining benefits programs to them; offering
them educational, volunteer, and citizenship opportunities; and staging special events
such as picnics or open houses for them. Other programs can improve performance and
increase employee pride and motivation. Public relations can also play a role in recruiting
new employees; handling reorganizations, relocations, and mergers; and resolving labor
disputes.

58

FINANCIAL RELATIONS
Financial relations involve communicating not only with a company's stockholders, but
also with the wider community of financial analysts and potential investors. An effective
investor relations plan can increase the value of a company's stock and make it easier to
raise additional capital. In some cases special meetings with financial analysts are
necessary to overcome adverse publicity, negative perceptions about a company, or
investor indifference. Such meetings may take the form of full-day briefings, formal
presentations, or luncheon meetings. Mailings and ongoing communications can help a
company achieve visibility among potential investors and financial analysts. Annual
reports and stockholder meetings are the two most important public relations tools for
maintaining good investor relations. Some companies hold regional or quarterly meetings
in addition to the usual annual meeting. Other companies reach more stockholders by
moving the location of their annual meeting from city to city. Annual reports can be
complemented by quarterly reports and dividend check inserts. Companies that wish to
provide additional communications with stockholders may send them a newsletter or
company magazine. Personal letters to new stockholders and a quick response to
inquiries insure an additional measure of good will.
COMMUNITY RELATIONS
A comprehensive, ongoing community relations program can help virtually any
organization achieve visibility as a good community citizen and gain the good will of the
community in which it operates. Banks, utilities, radio and television stations, and major
retailers are some of the types of organizations most likely to have ongoing programs that
might include supporting urban renewal, performing arts programs, social and
educational programs, children's programs, community organizations, and construction
projects. On a more limited scale, small businesses may achieve community visibility by
sponsoring local sports teams or other events. Support may be financial or take the form
of employee participation. Organizations conduct a variety of special programs to
improve community relations, including providing employee volunteers to work on
community projects, sponsoring educational and literacy programs, staging open houses
59

and conducting plant tours, celebrating anniversaries, and mounting special exhibits.
Organizations are recognized as good community citizens when they support programs
that improve the quality of life in their community, including crime prevention,
employment, environmental programs, clean-up and beautification, recycling, and
restoration.
CRISIS COMMUNICATIONS
Public relations practitioners become heavily involved in crisis communications
whenever there is a major accident or natural disaster affecting an organization and its
community. Call for an organization to become involved in helping potential victims; in
other cases, the crisis may require rebuilding an organization's image. In any case, experts
recommend that business owners prepare a plan in advance to deal with potential crises in
an honest and forthright manner. The main objective of such a plan is to provide accurate
information quickly in order to reduce uncertainty. for example, the Bank of America
utilized its public relations department to quickly establish communications with
customers, the financial community, the media, and offices in 45 countries to assure them
the bank was still operating.
GOVERNMENT AND POLITICAL RELATIONS
Public relations in the political arena covers a wide range of activities, including staging
debates, holding seminars for government leaders, influencing proposed legislation, and
testifying before a congressional committee. Political candidates engage in public
relations, as do government agencies at the federal, state, and local levels. Trade
associations and other types of organizations attempt to block unfavorable legislation and
support favorable legislation in a number of ways. The liquor industry in California
helped defeat a proposed tax increase by taking charge of the debate early, winning
endorsements, recruiting spokespersons, and cultivating grassroots support. A speakers
bureau trained some 240 industry volunteers, and key messages were communicated to
the public through printed materials and radio and television commercials.

60

PUBLIC RELATIONS IN THE PUBLIC INTEREST.

Organizations attempt to generate good will and position themselves as responsible
citizens through a variety of programs conducted in the public interest. Some examples
are environmental programs (including water and energy conservation) and antipollution
programs. Health and medical programs are sponsored by a wide range of nonprofit
organizations, healthcare providers, and other businesses and industries. These range
from encouraging other companies to develop AIDS-in-the-workplace policies to the
American Cancer Society's Great American Smokeout. Other programs offer political
education, leadership and self-improvement, recreational activities, contests, and safety
instruction.

CONSUMER EDUCATION.
Organizations have undertaken a variety of programs to educate consumers, building
good will and helping avoid misunderstandings in the process. Opportunities for
educating consumers might include sponsoring television and radio programs, producing
manuals and other printed materials, producing materials for classroom use, and releasing
the results of surveys. In addition to focusing on specific issues or industries, educational
programs may seek to inform consumers about economic matters and business in general.

OTHER PUBLIC RELATIONS PROGRAMS.

Other types of programs that fall under the umbrella of public relations include corporate
identity programs, ranging from name changes and new trademarks to changing a
company's overall image. Special events may be held to call attention to an organization
and focus the public's good will. These include anniversary celebrations, events related to
trade shows, special exhibits, or fairs and festivals. Speakers bureaus and celebrity
spokespersons are effective public relations tools for communicating an organization's
point of view.. The face-to-face communication that speakers can deliver is often more
effective than messages carried by printed materials, especially when the target audience
is small and clearly defined.
61

CHAPTER 12
ORGANIZATIONAL IMAGE

62

12. ORGANIZATIONAL IMAGE

Image is the mental perceptions of the person related to an Object, a Product,
Service, an individual or an organisation. The image need not necessarily true and image
is only an indication that how a person perceived by the other(s). The organisations do
have an image in the minds of public, customer, employee, Government or for thatmatter
in any interested group. Some organisation enjoys from favourable image, where some
organisation do not enjoy such a favourable image. The image is beneficial for
organisations for achieving their objective. There are many images viz., Friendly, Speedy,
Honest, Corruptive, Efficient, etc. Though we can not say which is a right image or
wrong image, we can say some image are favourable to an organisation for achieving its
objective with relative easiness.
Image Building Exercises
The Image building exercises start with understanding the present image and to
chalk out, the desired image and to channalize all the Public Relations activities towards
it. Now let us see how Public Relations department can understand the present image.
The Public Relations department can gather information from various sources through
appropriate data collection method. Some of the data collection method which will be
helpful for understanding the image is described below:
1) Primary Data through interview:
The primary data collection method is best-suited method and organisation try to
contact the target groups (Public) and obtained information. This is possible by
developing the structured schedule or non structured interview and encourage the
responded to come out with the information in a friendly atmosphere and as spontaneous
as possible. Such information collected from various groups will form a basis for
analysis.

2) Data from secondary sources:

Organisation can collect information / data information especially in terms of
image, from published sources, information like article or coverage by newspapers or
journals, the organisation is referred in some reports or referred at public meeting. This
may provide a clue to, what the other person viewed about this organisation. This will
also help the organisation in understanding and analysing the situation.

63

3) Analysis:
The data collected from primary and secondary method can form the basis for
analysis and the required information is to be culled out with reference to image / public
perception. This refers the image prevailing at that time among the target group or group
from which the information is obtained.
The Present image could be

Favourable

Neutral

Unfavorable / Undesirable

Desired Image:
The organisation may prefer a certain image and they like to project that image
the minds of the public or among the target group. Normally top management and P.R.
departments are involving in this exercise and they will identify the Mission Statement of
the organisation and the preferred image that will help the organisation to achieve its
mission. For Example: A social service organisation involved propagating income
generation programme for the poor, may like to have a image as Friendly Organisation.
Where as, some other organisation who are also involved in the similar activity may like
to have the prefer image of Speedy.
Projecting the image (Image Building activity)
`Based on the existing image and the preferred image, it is essential to note that
whether the preferred image is deviated from the present image or closely associated or
neutral and based on the existing image the PR need to be focused. In case of negative or
unfavorable image, P.R. need to focus first on either neutralizing or remove the
misunderstanding about the organisation and then develop the required impressions. In
case of neutral or favourable image, the Public Relations can focus on more details about
the organisation for creating favourable preferred image.
Public Relations functions need to adopt the appropriate strategy, by choosing
appropriate message, appropriate media for the information in most effective manner so
that the desired image can be creative and that will contribute to the organisation's
success and growth.

64

Public Opinion Research:

Public Opinion Research ascertains what people think about an organisation its
policy, service etc. and why they think so as well as their attitudes toward the
organisation, etc.
Image Study:
The image study seeks to understand that how an organisation is known, its
reputation and also what people thinks about its service, policies, etc.
Motivation Research:
Motivation research ascertains why the public attach favours or disfavor and why
they are showing positive attitude or negative attitude and also the underlying emotional
factor.
Effectiveness Surveys
Effectiveness Surveys helps to measure the impact on of Public Relations
activities on public opinion. Before initiating Public Relations activities the survey is to
be conducted to ascertain the attitude of the people and another survey is to be conducted
after the campaign is over and to see if there is any change and whether the public
opinion is tilted in favor of the Public Relations objectives and thereby the result.Public
Relations plays an important vital role in enhancing image of organisation in the eyes of
the public. Public Relations is not projecting the negative as positive. Public Relations is
the process of communication with the group with whom in the organisation existing and
with whom the organisation functions.

65

CHAPTER 12
CASE STUDY

66

12. CASE STUDY

Case Study 1

As part of the Cleaner and Greener educational campaign conducted by the

Royal Automobile Association (RAA) of SA in 2008, a selection of both formal
quantitative and qualitative research methods were utilised in order to reach objective
success. Boasting a membership of over 570,000 South Australian motorists, the RAA
needed to implement a quantitative research method in the formative phase of the
campaign, in an attempt to analyse and collate accurate statistical data from such a large
population. Evidence to suggest this occurred is in the execution of the Australian
National Opinion Poll (ANOP) survey of motorists. The survey found that 79% of
motorists were concerned and 31%extremely concerned about the effect motoring had on
the environment. Evidently, the data received was statistical in nature[42]and facilitated
the consequent establishment and development of a successful multi-tiered persuasive
strategy, both cognitive and motivational in nature. Additional quantitative research
methods used were in the evaluative stage of the campaign.
Not only were the number of hits on the RAA website after the launch of the
campaign collated,, formal qualitative research methods were adopted during the
formative phase, with a series of focus groups held prior to the campaign launch. Data
received offered the RAA insight into the mindset, detailing sentiment and concern, of
their target audience. During the evaluative phase of the campaign, further qualitative
methods were implemented. Identification of campaign mentions in the media as well as
the recoding of the number of contacts with the media about the campaign suggests a
content analysis approach was implemented. What appears to be the only informal
research method utilised during this campaign, also took place in the evaluative phase;
with RAA noting anecdotal evidence from members as a means of gauging campaign
success. An enhanced understanding of environmental issues and driver awareness
qualified campaign success.
67

Case Study 2

Similarly and as part of Connecting Images (CI) campaign plan, Selling the
Sizzle, not the Sausage for Australian Char in 2009, a mixture of qualitative and
quantitative research methods were applied by CI in order to achieve objective success.
Whilst CI favoured a more qualitative research approach overall, a quantitative research
method approach was first required to establish the target publics wants and needs. The
clients online subscriber network that totals 3000 in number was thus targeted by way of
an anonymous online survey during the formative 0oahse of the campaign. Results
acquired as a result, offered statistical data that helped delineate the publics opinion upon
which, further research methods were shaped. A series of experiments (blind taste tests)
and interviews on members of the clients target audience and publics (retailers and
consumers) were also conducted during the formative phase. Methods such as a reliance
on word-of-mouth, relationship building with key influencers and communications by
way of a number of media outlets were thereafter implemented to monitor and evaluate
any positive changes in public opinion and thus, objective success.
This paper has attempted to analyse the importance of research methods as a function of
public relations practice. Whether formal or informal, qualitative or quantitative, research
is required throughout each phase of a campaign or plans process. In the formative
phase, research is essential in establishing not only a clear understanding of a situation
upon which key objectives and strategies are then based, but in strengthening and
enhancing communications between an organisation and its public.
It is also an integral element of the evaluative phase, as it allows the practitioner to
accurately monitor and evaluate a campaign or plans success. Furthermore, all applied
research methods previously outlined and discussed in this paper, must be conducted in
68

accordance with a series of ethical principles and guidelines to ensure that the target
publics best interests, social and behavioural trends are being represented fairly and
honestly at all times. All research activities conducted by both CI and the RAA in the
aforementioned case studies were conducted in accordance with the ethical standards and
principles public relations practitioners must adhere to. Quantitative results were
acquired from anonymous surveys, conducted upon aware and consenting members of
the target audience. Similarly, qualitative methods, which in these two instances took the
form of focus groups, interviews and media monitoring, were conducted upon consenting
and aware volunteers, unto whom no harm came as a result of participatory efforts.
Having endured an extreme change over time in perceived relevance and importance
amongst practitioners of the discipline, research as an effective tool of public relations is
now considered tantamount to the disciplines success; with ethical practice in laying the
foundations of a positive and agreeable reputation of anorganisation in the eyes of its
target audience

Case Study 3

Plastic Dioxin

The Government came out with series of publicity that burning of plastic bags /
disposable etc will emit "DIOXIN", the chemical which may cause cancer and birth
disabled children etc. and advising the public to refrain from using of plastic carry bags,
etc and ask them to switch over to paper carry bags or cloth bags.

The Plastic Manufacturers Association advertised in leading newspaper on the

World Environment Day (June 5) that burning of the plastic materials such as
polyethylene / polypropylene or polystyrene, does not release dioxin at all. When burnt
they dissipate as carbon di oxide and water vapour and Plastic Manufacturer Association
have quoted that this information was provided by the Director General of Central
Institute of Plastics Engineering & Technology, an Institute of Repute in the field of
Plastic.
69

The Government started receiving telephone calls as well as letters seeking for
clarifications whether the Government advertisement stating that dioxin is released while
burning? Or whether the statement issued by Plastics Manufacturers Association is true?
University Land Government of "x" five days back announced that the Government is
considering the allocation of land belonged to the Agricultural University, which is found
to be surplus at this moment, for developing a Biotechnology Park. The plots will be
allotted, on long lease, to the corporate houses with strong R & D and export potential at
a concessional rate, for setting up of their biotechnology units.

Two days ago, a public forum gave a petition stating that this is against the
interest of the student community, as this land is meant for future expansion of the
University and should not be given to industrialists and also they seek Government to
revert its decision. The opponent political party criticized the Government for allotting
the land much below the market price. When announcing about the allocation of
University land, Government expressed that the biotechnology units near University
campus will facilitate the interaction between the students and the research units and
thereby increasing the employability of the students.

Further this may contribute positively to the image of University itself yesterday,
a group of student protesting and involved in dharna kind of activities, demanding the
Government to revoke its decision. The police officials informing that the situation needs
to be handled properly and they anticipate agitation and violence. The Government
machinery is working towards handling the situation and seeks support from public.

70

CHAPTER 13
CONCLUSION

71

13. CONCLUSION
As noted in the introduction, the purpose of the paper is to present a model PR
program or Communication Plan for application on future projects. The eight steps
identified in developing the Plan, the suggested program philosophy and possible
audiences all point the way towards gaining approval for its implementation. The overall
objective should be to create the most favorable climate in which the project can be
implemented efficiently.
Often the internal need to make sure that the corporate view is clear to all those on
the job, particularly one which covers a large area such as a transit project, is paramount.
Non-conformers can be dangerous as they are perceived as having inside information and
can considerably lower the credibility of the project. A very positive effort is necessary to
avoid confrontation with the public. The media is a fact of life in forming public opinion,
they can be an enemy or an ally. The key is to know them, be familiar with them and get
them to trust you. On a large project it is necessary to talk to them all the time.
The specific Plan Objectives, and the extensive list of items for developing a work
breakdown make it clear that there are a large number of items which will conceivably
need attention. That all the items listed could be beneficial will be self evident. However,
as with project management itself, the difficulty lies in quantifying the potential results at
the outset in order to justify the expense of the program.Perhaps the most telling
justification for instituting some sort of plan, is that no matter what the project, there will
always be some criticism. The cries of the critics will only be assuaged by someone who
has had the time and forethought to be ready with the answers before the outcry gets out
of hand. The cost of even a short delay during the height of construction can be out of all
proportion to the cost of a little foresight and "oil on troubled waters".
The mark of a successful project is one in which those directly involved complete
it with a sense of a job well done, and those only indirectly involved are left with an aura
of pride and satisfaction . The assistance of the Rapid Transit and Expo staffs and others
in contributing to this paper is gratefully acknowledged.
72

ANNEXURE

73

ANNEXURE
Supervisors, clerks, managers, stockbrokers, and the like are internal publics.
True
False

Marginal publics can most help or hinder an organization, since their opinion can
crystallize at any time.
True
False

Public relations practitioners act as an organization's conscience and interpreter.

True
False

The U.S. Bureau ofLabor Statistics estimates that the public relations field will
nearly triple in size by the year 2012.
True
False

Distortion, subterfuge, and lying are all fair game for "spin."
True
False

74

 According to the authors of your textbook, the cardinal rule that must govern all
decisions by public relations practitioners is Never lie.
True
False

When interpreting management's policies to the public, practitioners must fully

understand the organization's reasons and rationale.
True
False

Public relations can be defined as a management function that evaluates public

attitudes, identifies the policies and procedures of an individual or an organization
with the public interest, and plans and executes a program of action to earn public
understanding and acceptance.
True
False

Public relations practitioners should be the best writers in their organizations.

True
False

The most effective writing is for a general audience, using general terms.
True
False

75

 The author of your text might refer to terms like "biota" and "mortality response"
as jargon.
True
False

The most critical element of a news release is the conclusion.

True
False

Editors and others describe news releases as "worthless drivel" because they are
often poorly written.
True
False

One advantage of Internet news releases is that they can be longer since there is
no overhead for paper and postage.
True
False

Public relations practitioners should assess news releases for newsworthiness,

locality, accuracy, and lack of jargon.
True
False

76

BIBLOGRAPHY

77

BIBLOGRAPHY

REFFERED BOOKS:

1. Public Relations For Your Business- Jefiknis F. Excel,Delhi

2. Handbook Of Public Relations In India - Mehta D. - Allied Pub
3. Public Relations- C. Rayendu & K.R. Balan ( Himalaya),Delhi

WEBILOGRAPHY:
www.wikipedia.org
www.managementparadise.com
www.scribd.com
www.publicrelations.com

78