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PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 25
PUBLIC RELATIONS CONSULTANCY
Overview
In the modern days public relations services are also hired by way of consultants so as to keep the company
image steady and strong. The students will be explained the definition of a public relations consultant
besides evaluating the advantages and disadvantages of such an exercise., We will also study the ethics of
public relations with special reference to the professional conduct and character of the public relations
consultant. Moreover, the students will also be told about the market and its related dilemmas as well as the
public relations role in educating the market.
Definition of A PR Consultant?
" It is the provision of specified & creative services by an individual or a group of individuals qualified to do
so by reason of experience and training by way of professional fees paid for its services by clients under an
agreed contract."
Advantages Of A PR Consultancy
·It is an independent advisor, able & willing to criticize.
·It has wide experience gained with many clients requiring diversity of techniques.
·It is familiar with more media than the staff PR manager.
·It has more facilities & has access to specialist services with whom good working relations are enjoyed, like
printers, photographers, research units, translators etc.
·It has skilled specialist staff.
·It may have central urban location close to media, venues for receptions & suppliers of services.
Disadvantages
·It is remote from the internal organization of clients.
·Generally works through only one person in the client organization, or at best through only a few people
& lacks internal line of communication.
·It is limited in operations to the size of fee unlike the staff PR manager who works full time.
·It has to share loyalties between clients.
·It may know little about the client's trade, industry or special interest.
Ethics Of Public Relations
As is normally said:
"It pays to be honest". A business is more likely to succeed if it is trusted. Similarly in PR credibility is vital,
i.e. not only it is believable but it should also be true.
You must have also heard an old saying; "Honesty is the best policy"
PR Professional's Conduct Towards Practice Of PR
·Should have a positive duty to observe the highest standards in the practice of public relations & to deal
fairly & honestly with employers & clients.
·Be aware of, understand & observe the above in letter & spirit.
·Conduct his or her professional activities with regard to the public interest.
·Has a positive duty at all times to respect the truth and not disseminate false or misleading information
knowingly.
Ethics Of Public Relations
·Honor confidences received or given in the course of professional activity.
·Should not misuse information regarding his or her employer's or client's business for personal gain.
·Shall make every effort not to publish or otherwise disseminate false information.
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Fundamentals of Public Relations ­MCM 401
VU
·Will not conduct in a manner which is likely to be detrimental to the interest of the reputation of a public
relation professional.
·Will never use inside information for personal gain.
·Will maintain complete secrecy if working for many clients during the course of their professional duties.
PR In Developing Countries
Problems of PR in Developing Countries
Communication "Difficult"
1.
Because of lack of western style media
·Distances between cities & remote rural communities.
·Poor literacy.
·Numerous ethnic groups.
·Many regional languages & dialects.
·Religious & tribal taboos.
2.
Marketing
Two Dilemmas
1. Half the population will be under 15 years of age.
2. Many rural people may be subsistence farmers who sell little of their produce.
Therefore
At least if not more half will probably be outside the cash economy, thus having no buying power.
3.
Publics
Only 10~20% read newspapers, and own television sets
As A Result
People have attitudes and expectations similar to those in the West but even so 80% will not, & women in
particular may generally suffer an inferior position.
4. Mass Communication
Because of low literacy rate and around 70% population living below poverty line newspapers only reach a
specific segment of society. Moreover, different regional languages also result in limited readership. So there
is, even these days, a big handicap in mass communication.
5. Advertising Dilemmas
Normally those who advertise even to the educated, literate, well to do minorities either have very little
knowledge of the product or have no understanding of the public.
As A Result
Such advertising will be bad PR for the companies concerned
6. Educating The Market
PR situation in developing countries is totally different to the West. EDUCATION an essential
characteristic of PR is the primary aspect of development.
As A Result
PR job is to educate the market.
Media In Developing Countries
Differences from Western Media
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Fundamentals of Public Relations ­MCM 401
VU
·Unlikely to be the mass media in same sense that most people read newspapers & watch television, though
radio may be widespread.
·The media may have to go to people living in distant locations with inadequate traveling facilities.
·Media regarded as popular or mass in the west may be regarded as elitist or minority media.
·Most media will be divided into editions which serve different language groups. This will make circulations
smaller.
·Traditional or folk media may have more appeal.
Public Relations Consultancy
Definition of a PR consultant?
" It is the provision of specified & creative services by an individual or a group of individuals qualified to do
so by reason of experience and training by way of professional fees paid for its services by clients under an
agreed contract."
Advantages Of A PR Consultancy.
·It is an independent advisor, able & willing to criticize.
·It has wide experience gained with many clients requiring diversity of techniques.
·It is familiar with more media than the staff PR manager.
·It has more facilities & has access to specialist services with whom good working relations are enjoyed, like
printers, photographers, research units, translators etc.
·It has skilled specialist staff.
·It may have central urban location close to media, venues for receptions & suppliers of services.
Disadvantages.
·It is remote from the internal organization of clients.
·Generally works through only one person in the client organization, or at best through only a few people
& lacks internal line of communication.
·It is limited in operations to the size of fee unlike the staff PR manager who works full time.
·It has to share loyalties between clients.
·It may know little about the client's trade, industry or special interest.
How Can Political PR Help
Somehow or the other businesses are bound to be affected by Politics...
Has to be identified!
.... How, when & why political action?
Is it going to help or harm you!
·  Do you include Political PR as part of your in-house PR Program?
·
Do you identify the MPs and Councilors who take a special interest in your subjects (and not just
your trade or industry) & how to plan to lobby them?
·
Which ministries or local government departments should you approach through civil servants?
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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