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PUBLICS OF PR:Expanded Publics, Few Examples Of Publics

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 4
PUBLICS OF PR
Overview
This lecture will identify various jobs required to be performed by public relations department. In fact the
kind of work carried out by a PR manager and staff will obviously differ from one organization to another
and can be composed of many variables. We will also discuss different publics of public relations, its
definition and its importance.
A To Z Of Work Undertaken By PR Department
As has been reiterated before PR department has multifarious duties to perform, so these are generally
enumerated as below:
(a)
Writing and distributing news releases, photographs & feature articles to the press, compiling press
lists.
(b)
Organizing press conferences, receptions and facility visits.
(c)
Maintaining a media information service.
(d)
Arranging press, radio and television interviews for management.
(e)
Briefing photographers and maintaining a picture library.
( f)
Editing and producing staff magazines or newspapers and organizing other forms of internal
communication e.g. videotapes, slide presentations, wall newspapers, etc.
(g)
Editing and producing external journals aimed at distributors, users, customers, etc.
(h)
Writing and producing print material such as educational literature, company histories, annual
reports, induction literature for new staff, educational posters for schools, etc.
(i)
Commissioning audio - visuals such as synchronized slide presentations and videotapes together
with their distribution, cataloguing, showing and maintenance.
(j)
Commissioning and organizing PR exhibitions and displays, including provision of vehicles.
(k)
Commissioning and maintaining all forms of corporate identity and house styling e.g. logos, color
schemes, print house style and typography, livery of vehicles, distinctive clothing, etc.
(l)
Handling PR sponsorships.
(m)
Organizing works or similar visits, e.g. facility flights, sailings, site tours, etc.
(n)
Attendance at appropriate meetings of the board and meetings of production, marketing, sales and
other executives.
(o)
Attendance at sales and dealer conferences.
(p)
Representation of the company at trade association meetings.
(q)
Liaison with PR consultancy if one is employed.
(r)
Training PR staff.
(s)
Commissioning opinion surveys (or other research).
(t)
Supervising advertising - liaison with advertising agency
(u)
Liaison with politicians and civil servants.
(v)
Official openings of new premises ­ arrangements for VIPs, guests and press.
(w)
Arranging visits by royalty, MPs, VIPs, foreign visitors.
(x)
Celebrating centenaries, Award for Industry, etc.
(y)
Organizing feedback of press cuttings, radio and television transcripts, monitoring and other
reports from outside.
(z)
Analysis of feedback and evaluation of the results of efforts in relation to the declared objectives.
9
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Fundamentals of Public Relations ­MCM 401
VU
Publics Of PR
Although the publics of Public relations can be various yet these can basically be divided in to two major
categories.
a)
Internal
b) External
But with operations, problems and expectations increasing manifold, these have expanded a lot. For
understanding purposes a generalized list is given below:
Expanded Publics.
­
The Community;
­
Potential Employees;
­
Employees;
­
Suppliers of services and materials;
­
Investors --- the money market;
­
Distributors;
­
Consumers and users;
­
Opinion leaders.
Why Should We know Or Define Publics?
Unless we know our Publics, it will be almost impossible to plan a proper and useful PR campaign. Basically
following are the purposes of determining and defining the Publics.
­
To identify all groups of people relative to a PR program;
­
To establish priority within the scope of the budget & resources;
­
To select media & techniques;
­
To prepare the message in acceptable & effective forms.
What Happens If We Do Not Define Publics?
As has been mentioned above, following problems will have to be faced if we do not define or know our
publics.
­
Efforts & funds will be scattered indiscriminately in the attempt to reach too many publics;
­
The same message will be issued irrespective of its suitability for different groups of people;
­
Work would not be timed to make the most cost effective use of working hours, materials &
equipment;
So in short we should remember that if it happens as enumerated above then the:
Management would be dissatisfied with the lack of results & management would be justified in regarding
PR as being intangible & worse still, a waste of money and resultantly the PR practitioner may be branded
as incompetent which will be total disaster from PR point of view.
Few Examples Of Publics
­
Members, donors, voluntary workers,
­
Beneficiaries and users of the service;
­
Potential supporters and helpers;
­
Suppliers of services and materials;
­
Politicians, political parties;
­
Various Groups;
­
Central and local government officials;
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Fundamentals of Public Relations ­MCM 401
VU
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Medical and health professionals;
­
Charities;
­
Opinion leaders.
­
MPA `s; MNA's Senators; Government Officials; Distributors, - travel agents;
­
Convention organizers;
­
Transport operators - rail, sea, air, road;
­
Banks, credit card and travelers' cheque operators; Currency dealers;
­
Hotel owners including international hotel groups;
­
Visitors - holidaymakers, business people, students;
­
Conference delegates, sportspeople;
­
Opinion leaders - writers, politicians, teachers;
­
Community in vicinity of a manufacturing industry;
­
Potential staff - local factory/office labor, management and sales staff from other firms;
­
All grades of management, office, factory, warehouse, transport, sales staff;
­
Suppliers of local services, e.g. public services, and suppliers of raw materials, packaging,
advertising and other professional services;
­
Stock market - city editors, investment analysts, institutional buyers and shareholders;
­
Consumers - present and potential, including school children;
­
Trade unions, trade associations;
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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