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PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 13
PR IN VARIOUS ORGANIZATIONS
Overview
Public Relations in its applications vary from one organization to another. In this lecture we will identify
these different roles and purposes. We will also determine assignments and different techniques required
therein besides the support provided by the public relation program.
Public Relations For Trade Associations
Predominantly, Public Relations is a significant function of most of these associations.
Purposes Of Trade Association P R Programmes.
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Promoting sales through product publicity.
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Creating consumer understanding of how to use the industry's products.
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Overcoming inequities or other problems in the competitive situation.
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Creating public understanding of the regulation of an industry by
government.
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Combating government interference in or competition with an industry.
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Creating public support for legislative proposals that the industry favors
or public opposition to legislation it opposes.
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Obtaining public recognition for the social & economic contributions that
an industry makes to the nation.
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Recruiting qualified people for careers in an industry.
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Creating public understanding of the industry's labor policies & of its
labor union relations.
Steps To Develop Trade Association PR Programmes.
1.
Analysis of the public relations situation.
2.
Definition of problem area.
3.
Identification of concerned publics.
4.
Establishment of specific objectives.
5.
Planning of program.
6.
Implementation of program.
7.
Periodic appraisal of progress.
Techniques of Trade Association PR.
­ Research
PR primarily adopts two universally accepted methods for conducting research
a)
Public opinion.
b)
Industry data.
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Publicity & personal contacts with media people.
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Institutional advertising.
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Motion pictures, slides & CD ROMs.
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Periodic publications.
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Pamphlets.
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Instructional leaflets.
To Sum up as per "Reuel Elton"
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Trade Association does not order, it advises.
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It does not coerce, it persuades.
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It does not issue mandates, or even instructions.
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Fundamentals of Public Relations ­MCM 401
VU
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It uses only the moving eloquence of a reasoned appeal to the self interest
of its members.
Public Relations For Financial Institutions.
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Banking institutions.
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Leasing companies.
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Insurance companies.
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Stock exchanges.
Usual Assignments For PR
1
Measuring opinions towards the company of shareholders, financial analysts & legislators.
2.
Recommending communication strategy, particularly for corporate goals.
3.
Assisting with preparation of financial literature, such as letters to new shareholders, interim &
annual reports, dividend enclosures etc.
4.
Making arrangements & preparing informational materials for financial meetings, facility tours &
presentations for the investor groups, analysts & financial media.
5.
Writing financial news releases & handling of inquiries from financial media.
One of the important role of Financial PR is in the preparation of annual reports.
What Should Annual Reports Contain
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An attractive & distinctive cover.
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An inviting design that helps reader get the main message.
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A table of contents and / or highlights.
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Identification of members of the Board of directors.
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A statement or letter from the chairman or the CEO or both, summarizing the past year's events &
emphasizing goals for the future.
­
Consolidated balance statements of earnings, shareholder's interest, & operating cash flows for the
year.
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Financial highlights & comparisons with at least the previous year, but often with the past 5~10
years.
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Auditor's statement of independence & adhering to accepted accounting principles.
Public Relations Typical Support.
It is essential to identify the type of technical support PR can provide which is enumerated below:
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Helping with physical arrangements.
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Creating handouts & other on site communications.
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Assisting with tours & souvenirs.
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Accommodating news media, including all necessary arrangements.
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Generating publicity support.
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Preparing Q&A sheets for top executives in anticipation of questions from shareholders.
Role Of Public Relations In Government
"A popular government without popular information or a means of acquiring it, is but a prologue to a farce
James Madison
or tragedy, or perhaps both."
Government public relations rests on 2 fundamental premises:
1.  A democratic government must report its activities to the citizens
2. That effective government administration requires active citizen participation & support.
Overall Goals For Government PR Plan.
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Fundamentals of Public Relations ­MCM 401
VU
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Informing constituents about the activities of the government agency;
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Ensuring active cooperation in government program e.g. voting, seat
belt use, anti smoking ordinances etc.
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Fostering citizen support for established policies & programs e.g.
foreign aid, welfare etc.
Public Relations For (NPO) - Non Profit Organizations.
Aims Of PR In N.P.O's.
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To gain acceptance of an organization's mission.
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To develop channels of communication with those an organization serves.
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To create & maintain a favorable climate for fund raising.
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To inform & motivate key organizational constituents such as employees,
voluntary workers, trustees to dedicate themselves & work productively in
support of the organization's mission, goals & objectives.
Changing Functions Of PR In N.P.O's.
1.
Paid advertising.
2.
Communication selectivity & reach.
3.
Marketing concepts & management by objectives have emerged as important part of
communication strategy.
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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