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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.
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.
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.
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.
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
ACTIVITY