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SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 9
SPECIAL USES OF PUBLIC RELATIONS
Overview
In this lecture we will look at some of the areas where Public relations has been particularly beneficial to
organizations in recent years. This will also demonstrate the versatility of PR, and show how it satisfies the
needs of leaders of industry, commerce and in other fields .It will also answer the criticism of the PR
practitioners that management rarely understands and appreciates PR. This lecture will also explain as to
how the managements of these days have discovered the need for PR. Besides this it will also cover the
skills of PR and methods of presentations
­ Crisis Management....Likely & unlikely. There is hardly any company or organization which does not
pass through some kind of crisis in its life. It is imperative that a crisis management program should be in
place to effectively counter such a situation ,like having a permanent crisis management team, who should
take cognizance of crisis both likely and unlikely.
­ Desk top Publishing. The printed house journal, the world's oldest form of organized PR for now
more than 170 years. The print has the permanence and portability which can be retained and read almost
anywhere at any time and by a wide readership. Desk top publishing has made this very simple and
effective.
­ Corporate Identity. The creation of corporate identity scheme is often a PR responsibility, because it
applies to all aspects of an organization and is significant part of total communication.
­ Parliamentary Liaison. It covers relations between organizations, perhaps using specialist consultants
with the government, houses of the parliament. PR helps to create a favorable lobby on various counts and
for different reasons and objectives. Basically it is of two kinds; firstly, keeping politicians and civil servants
aware of an organization's interests, and secondly; keeping organizations aware of parliamentary activities
and procedures.
­ Financial PR. Financial PR has become very important growth area, calling for special knowledge,
calling for special knowledge of the financial world, and how it works..
Skills Of PR
­
Writing --
One of many effective PR Tools
­
Presentation --
CD ROMs, Power Point.
­
Media Interview --
Do things, the right way.
Skills Of PR Writing
­ Short reports.
­ Memos.
­ Lists to break monotony.
­ Highlight actions.
­ Short introductions & summaries.
­ When your boss prefers it.
­ Correct format.
Presentations
Important points for Presentations
­ Collection of data. Sufficient and required data should be collected.
­ Structure. You have to determine the structure of presentation.
­ The words used. Appropriate and simple words should be used.
­ Talking. You have to explain verbally also in tandem with visual presentation.
­ Timing. It should be as brief as possible to avoid boring the audience.
­ Workshops. Proper workshops would also assist.
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Fundamentals of Public Relations ­MCM 401
VU
­ The Venue. Convenient and easily accessible location should be selected.
­ Your Voice. Talk slowly and in a reasonable and clearly audible tone.
­ Rehearse. Properly practice before going for presentation.
­ Impromptu. You may ready to explain at the spur of the moment too.
Media Interview Technique
PR practitioners need to organize & manage interviews & TV appearances efficiently. They should always
take following things into considerations to conduct such interviews.
­
Become used to making presentations.
­
Know the subject.
­
Should be a competent & confident communicator.
­
Teach yourself or rehearse.
­
Participate in Q&A session, even with friends.
­
Arrive early.
­
Be appropriately dressed.
­
Do not lead answers to more questions.
Methods of Presentations.
­
Computer.
­
Audio.
­
Video.
­
Sampling.
Presentation Objectives.
For manufacturing companies.
­ Organize a program of dealer activities to improve trade understanding of the company.
­ Improve the flow of corporate & financial news to the city & the financial press, to be ready for a share
or rights issue.
­ Make a video of a sporting event which the company has sponsored.
­ Develop more in-depth understanding of the company by relevant journalists by organizing a series of
presentations.
­ Develop International PR in those overseas markets where the company intends to set up distribution
network.
For a charity.
·
Increase public awareness of the charity's independence & that it is
supported by voluntary contributions.
·
Make known the continuous story of the charity's work.
·
Seek a sponsor for & make a video or a CD Rom about the charity's work
for people in disaster situations.
·
Organize a series of interviews for relief and donation appeals.
·
Seek industrial donors of advertising space in the press, Radio, TV etc.
·
Promote & Project Fund raising campaigns.
For a Local Government.
1.
Organize a program of talks & slide / Video / Computer based presentations to school.
2.
Organize a town history exhibition, visits by schools & seeking coverage by press, radio & TV.
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Fundamentals of Public Relations ­MCM 401
VU
3.
Publish, Edit & distribute a civic newspaper to make people residing in that council to make them
aware about the local authority's services.
4.
Organize & train team of councilors & officials to act as spokespeople about council's affairs.
5.
Organize both local & national coverage of the opening of the town new facility.
For a Trade Association.
1.
Make better known the association's code of practice.
2.
Revamp the association's newsletter for members and issue it monthly instead of quarterly.
3.
Obtain maximum media coverage of the association's campaigns.
4.
Organize seminars for members.
5.
Participate in the annual trade exhibition.
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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