ZeePedia

PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.

<< HOW DOES PR WORK?:OVERVIEW, Formulation of policy
PUBLICS OF PR:Expanded Publics, Few Examples Of Publics >>
img
Fundamentals of Public Relations ­MCM 401
VU
Lesson 3
PUBLIC RELATIONS DISTINGUISHED.
Overview
In this lecture we will try and distinguish public relations from other activities in which an organization
indulges to project its image or for the conveying of a particular message to the target public. We will
distinguish public relations from advertising, marketing. sales promotion, publicity and propaganda. This
will enable the students to precisely know the difference between these various applications of public
relations.
Difference between PR & Advertising
Public relations and advertising are normally confused to be same, which is not at all true or correct. The
best way to distinguish it from advertising will be to first of all try and define advertising and public
relations. This definition will clearly explain the difference.
Advertising presents the most persuasive possible selling message to the right prospects for the product or
service at the lowest possible cost. While public relations role is of informing, educating & creating
understanding through knowledge for the same product. In fact advertising will be more successful
when prior PR activity has created knowledge and understanding of the product or service being promoted
--- also known as Market Education. Therefore advertising is merely a tool of public relations, where by
market research PR manager decides type of advertising and on this basis determines choice & use of
media. So to sum up following will explain the difference between PR and advertising.
1.
PR is not a form of advertising, and is in fact bigger activity than advertising.
2.
PR relates to all the communications of the total organizations, while advertising is mainly limited
to marketing functions.
PR is neither "free advertising" nor "unpaid for advertising". In fact it is time consuming & time
3.
costs money.
4.
At times advertising may not be used by an organization, but every organization is involved in PR.
5.
PR embraces every one & everything, while advertising is limited to special selling & buying tasks
6.
Marketing is the management process responsible for identifying, anticipating & satisfying
customer requirements profitably.
PR is about creating & understanding through knowledge "Market Education" the basis of effective
7.
marketing policy as it has to be applied to every part of marketing mix.
Difference between PR & Sales Promotion
Sales promotion consists of short term schemes, usually at the point of sales, but also in direct response
marketing, to launch products or to revive or increase sales. At times sales promotion may have PR aspects
yet it is not PR.
PR is confused with sales promotion, mainly because Sales promotion brings the producer closer to
consumer. Sales promotion consists of short / long term specific schemes while PR takes care of larger
benefits through broad based plans based on knowledge.
Difference Between PR & Propaganda
Propaganda is the means of gaining support for an opinion, creed or belief. This is another form of
communication & by no means PR. Successful PR must be credible, whereas propaganda is liable to invite
suspicion or at least disagreement.
Difference Between PR & Publicity
A simple definition would explain publicity as resulting from information being made known. So as
6
img
Fundamentals of Public Relations ­MCM 401
VU
Publicity results from information being made known by PR plan.
PR is very much about the behavior of individuals, organizations,
products & services.
Publicity only yields an image, subject to PR which provides
adequate knowledge for that image.
Public Relations Department
When a company is engaged in lot of PR work then it is recommended that it should be handled through
the company's internal Public Relations Department.
The PR Practitioner is more of an All Rounder. He is at the same time a communicator, advisor and a
campaign planner.
Size of a PR Department.
PR department may be large or small depending upon:
a) Size of the organization.
b) Value placed on PR by management;
c) Special PR requirements of the organization.
Taking (c ) a stage further, a mass consumer product manufacturer may spend much more on advertisement
than on PR, while a technical or industrial company may spend little on advertisement but rely strongly on
PR.
PR Department Staff.
The PR department may consist of no more than a PR Manager and a secretary with word processing
capability. Depending upon the activity & size of operation the organization may have Press officer,
photographer and a presentation specialist. See chart below for possible staffing of a PR department in a
large manufacturing company.
Role Of PR Manager
PR manager is the executive who manages the company's PR. His / Her responsibilities can be;
To set the targets or define objectives for PR operations;
To estimate the working hours and other resources that needs to be cost.
To decide priorities that will control the choice of publics, media to reach
Them, timing of operations, best use of manpower and other
Resources such as equipment etc.
To decide the feasibility of carrying out the declared objectives in the light
of available funds, existing staff and equipment etc.
Four Fold Specialist Task Of PR Manager
1. To establish and maintain a correct image of the organization and its policies, products, services
and personnel.
2. Monitor outside opinion & convey this intelligence to management;
3. Advise management on communication problems, solutions & techniques;
Inform all publics about policies, activities, products, services & personnel so that maximum
knowledge & understanding is won.
7
img
Fundamentals of Public Relations ­MCM 401
VU
A Typical Organization Chart of A PR Department
Public Relations Manager
Secretary
Assistant Public Relations Manager
Secretary
House
Works Visits
Photographer
Print and
Press Officer
Journal
Organizer
Publications
Editor
Officer
Secretary
Secretary
8
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