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HOW DOES PR WORK?:OVERVIEW, Formulation of policy

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 2
HOW DOES PR WORK?
OVERVIEW
In this lecture we will study the different aspects relating to the public relations subject with special
reference to its working, different phases of public relations which affect people's attitude. Besides this we
will identify various classifications of organizations. The students will also be told about what public
relations aims to accomplish and what are the dos and don'ts of practicing public relations. Finally we will
determine the keys to success in public relations profession.
How does PR work.
Whether the PR of an organization is sound or not depends upon the type of organization and on a
situation at a given time. It is therefore imperative that we should assess as to how PR serves various
organizations. Let us therefore first of all classify the type of organizations.
Classification of Organizations
1.
A business corporation.
2.
A trade organization
3.
A non profit organization.
4.
A public utility company.
5.
A communication medium
a) Newspapers.
b) Radio stations.
c) TV channels.
6.
An educational institution.
7.
A financial institution.
8.
A religious group.
9.
A political party.
10.
A labour union.
11.
11. A travel group.
12.
A government agency.
Although PR activity / Plan will vary from different classification of organizations yet basic and broad
principles would remain common. Let us analyze and determine various phases of PR for organizations. At
this time we will only remain confined to the general principles and at later stage we will discuss them
specifically. Basically the hallmark of good PR policy is to attract and achieve the goodwill of the concerned
public. We therefore consider 5(Five) Phases of different factors which influence people's attitude.
5 Different Phases which Affect People's Attitude.
A Public relations for business today involves complete analysis and understanding of all the factors that
influence people's attitudes towards a company. It usually has five phases:
I.
Determining the attitude of public towards the company/ organization.
This may be the employees, the customers, the shareholders, or some other segment of the public. When
the attitudes are known, it is possible to see where the company is misunderstood and where its policies and
actions are creating unfavorable opinion.
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Fundamentals of Public Relations ­MCM 401
VU
II.
Analyzing the state of opinion.
It may be that investigation discloses unrest among a group of employees ­ unrest that may well break out
into very serious uprising. Or the shareholders may express the desire to know more about the company
and its products.
III.
Formulation of policy.
Analysis may indicate that certain policies of the company should be modified to improve the attitude held
by certain groups. Often the change involves eliminating causes of misunderstanding and misinterpretation.
IV.
Planning means of improving opinion/attitude of public.
With an understanding of what people think of the company and a clarification of the company's policies
on matters that affect public opinion, the groundwork has been laid. Next comes the programming of
activities that will explain the company and its products, will overcome misunderstanding and will promote
goodwill.
Implementing Planned Activities.
The tools of public relations -- publicity, institutional advertising, printed materials, employee activities,
shareholders reports, company publications and other things ­ are then employed to do the job.
What does Public Relations Accomplish?
There are many objectives that may be achieved through expert public relations activity. Any one of them,
any group of them, or all of them may be the basis for accompany`s public relations program. Professional
public relations direct every activity toward reaching a selected objective; extraneous efforts are avoided ­
mere volume of press clippings is meaningless. Objectives that may be sought include:
­ Prestige or favorable image and its benefits.
­ Promotion of product and sales, idea and rewards.
­ Goodwill of Employees.
­ Prevent and solve Labor problem.
­ Goodwill of stock / shareholders.
­ Overcoming misconceptions and prejudices against the
Company/group/organization.
­ Goodwill of customers/consumers.
­ Formulation and guidance for making policies.
Do'S and Don'ts IN PUBLIC RELATIONS.
Public Relations are a tough job. But all said and done it is worthwhile to render such services. These
services are needed and recognized on a rapidly broadening scale. But these are already being accepted quite
universally. In order to practice public relations there are certain do's and don'ts which are identified
below:
·
Do not try to run a business without knowing / learning a great deal about the people you have
to do business with ­ employees, investors, suppliers, customers ­ in other words, Your publics.
·
If you are overcommitted and cannot give enough thought to PR then hire someone to assist
you.
·  Do not rely upon public relations techniques to "mop up" after mistakes are made. Always use
public relations thinking before any new policy or practice is developed.
·  Be sure people close to you understand your public relations thinking and your program.
·  Seek the assistance of your executives and employees in developing good public relations.
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Fundamentals of Public Relations ­MCM 401
VU
·
Do not depend upon too much on your own guesswork regarding what others feel and think. Use
adequate and objective surveys.
·
Try to select a very few points --- preferably just one -- that you want to get across to any given
public. Then concentrate your PR effort on establishing that viewpoint.
·
Never forget that PR should be supported by Performance that deserves goodwill of your public
i.e. Result.
Keys to Success in Public Relations
1.
MANAGEMENT MUST UNDERSTAND AND COOPERATE WITH PR ACTIVITY.
The busy senior executive needs to take some time out for concentrated study of public relations, calling on
specialists for guidance and practical assistance, as he does in other phases of his business. In policy
formation he should remember that public relations serves as a voice of conscience as well as useful
business technique. In fact sufficient emphasis should be placed on management as without the
understanding and support of management it will be impossible for public relations to aid in policy
formation.
2.
PUBLIC RELATIONS COUNSELLER / MANAGER MUST BE OF SOUND
CHARACTER.
To be successful the key factor is that the public relations manager should be highly sensitive to the
thoughts and feelings of other persons. Forgetting his personal reactions and beliefs, he must put himself in
the other person's shoes. He should concentrate his efforts on finding desirable ways and means of getting
his viewpoints presented effectively. All this should be supported by his sound character , conviction and
personal ethics of the highest standards.
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING