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Public Relations

Muhammad Yousaf

PUBLIC RELATION
A variety of definitions exists for public relations. some are:
PR is the practice of promoting goodwill among the public for a
company, government body or person to present a favorable
image.
PR is primarily concerned with the image of the organization
portrayed to the public, often in the media.
PR is a deliberate, planned and sustained effort to establish a
relationship between an organization and its public. (The British
Institute of Public Relations)

PUBLIC RELATION
PR is a management function which tabulates public
attitudes, defines the policies, procedures and interest
of an organization followed by executing a program of
action to earn public understanding and acceptance.
PR is the art and science of managing communication
between an organization and its key constituents to
build, manage, and sustain its positive image.

WHO ARE PUBLIC?


Publics are:
the interested audiences that are important in some way to
an organization including :
current and potential customers,
current and potential employees and management,
investors, vendors and suppliers,
media, government, and opinion leaders.
They can be internal within an organization or external from
an organization

PR VS MARKETING
Both aim to increase the reputation and recognition of
the organization in the public. But still are not the same
concept.
PR is usually not product specific.
PR may occur as a result of a crisis and is usually seen
as a long-term investment in the goodwill and
reputation of the organization.

IMAGE IS EVERYTHING
For Example:
Many celebrities, performers and actors have public
relations consultants and assistants who carefully
evaluate information about their client. This is usually to
allow the accepted or desired public persona to
continue.
Stories, events or interviews that do not support this
image are stopped or may be denied. So, many public
relations consultants have influence over the
presentation of stories and may be able to influence the
type of information used in the media.

PUBLIC RELATION INVOLVES


Evaluation of public attitudes and opinions.
Formulation and implementation of procedures and
policy regarding communication with public.
Coordination of communication programs.
Developing rapport and good-will through a two way
communication process.
Fostering a positive relationship between an
organization and its public constituents.

OBJECTIVE
PR provides exposure to the audiences using topics of
public interest and news items that do not require direct
payment.
PR persuades the public, investors, partners, employees
or other stakeholders to maintain a certain point of view
about the individual, company, its leadership, products
or political decisions.
PR provides relevant information on planning technical
and organizational developments, inventions and their
potential utilization, etc.

SCOPE
The scope of public relation is wide which ranges from personal to political
field. Entrepreneurs, managers, political leaders, social workers, religious
leaders are all involved in public relations day in and day out.
Public relation is a window through which:
management can monitor external changes
we find regular conflicts between employer-employee, consumermanufacturer, management-shareholders, citizens-government and so on
due to misconception and misunderstandings.
In business
public relation is tool of management like marketing, production and finance.
It is investing and creating asset for an organization which is finally reflected
in improved performance profitability, and growth of the organization.

PUBLIC RELATION PRACTITIONERS


Above mentioned are generally the major challenges
where public relation practitioners can play a crucial
role.
They should get to know the psychology of the public
and acquire skill in solving and also avoiding conflicts.
They should be well aware of the public needs and the
aims of their client.

PUBLIC RELATIONS OFFICER


Public relations officers plan, develop, put into place and evaluate information
and communication strategies that present an organization (client) to the public
or other stakeholders.
They also promote good information flow within their organization.
Public relations officers may perform the following tasks:
monitor public opinion regarding an organization or particular issues
develop and implement communication strategies
advise management on communication issues and strategies
plan public relations programs
present arguments on behalf of an organization to government, other
organizations and special interest groups
respond to enquiries from the public, media and other organizations
arrange interviews with journalists, prepare and distribute media releases, and

PUBLIC RELATIONS OFFICER


make statements to the media
write, edit and arrange production of newsletters, in-house magazines, pamphlets and
brochures etc.
assist with preparing organizational documents such as annual reports, profiles etc.
write speeches, prepare visual aids and make public presentations
oversee production of visual, audio and electronic material, including managing websites
organize special events such as open days, visits, exhibitions and functions
conduct internal communication courses, workshops and media training
develop risk assessments and implement crisis management plans to ensure an good
reputation
plan, develop and manage identity
organize and manage events, exhibitions, conferences and product launches
procure sponsorship deals.

ACTIVITIES FOR PR
Common activities include speaking at conferences, winning awards and
honours, working with the press, and employee communication etc.
Other public relations activities include:
Publicity events
Books and other writings
Collateral literature, both offline and online
Direct communication with public
Maintaining Blogs
Using Social media and social networks

FUNCTIONS
Community relationships
Employees relationships
Product public relationships
Financial relationships
Media relationships

1. COMMUNITY RELATIONS
Organizations can implement various programs to
improve community relations on a regular or even
ongoing basis. So, clearly, one of the major functions of
public relations is to bridge the organization-community
gap.
When organizations support activities and programs
that improve quality of life in their communities their
image and reputation will be enhanced.

2. EMPLOYEE RELATIONS
The most important resource that a company has are its
employees and the customer service they provide.
The functions of public relations in regards to the
companys employees is the maintenance of employee
goodwill.
The image and reputation of a company among its
employees.

3. PRODUCT PUBLIC RELATIONS


When new products are introduced to the market the
role that public relations plays is crucial for creating
awareness and differentiating the product in the publics
eyes from other similar products.
When existing products need a push public relations is
often called on to improve product visibility.

4. FINANCIAL RELATIONS
This includes the stakeholders and investors but is not
limited to them.
Financial analysts and potential investors have to be
informed about the companys finances.
A well planned and executed financial relations
campaign can increase the value of the companys
stock because of improved image and reputation.
This improved image can also make it easier to gather
additional capital.

5. MEDIA RELATIONSHIPS
For communication with large groups, organizations rely
largely on mass media.
It is media relations people who respond to news
reporters queries, arrange news conferences, issue
statements to the news media and often serve as an
organizations spokespersons

PROCESS OF PUBLIC RELATIONS


Research
Action
Communication
Evaluation

ACTIVITY

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