Lesson 1: About Public Relations
Lesson 1: About Public Relations
Lesson 1: About Public Relations
2 History of PR.
3
Introduction:
Most of us have vague concept or idea of Public Relations. Can any of you tell me what
do you understand by the term PR.
All right I have to ask you all, what are you studying? Or if you have to ask somebody
how do they earn their livelihood? What according to you would be the answer? We all
would have a problem in answering because it gets difficult to put in words exactly what
we are studying and how do we earn our livelihood. Many times it gets difficult to
answer even the simplest of communication. Now, in the recent past this subject has
facilitated all of us to understand how to answer these questions. Do we mean that all of
us have to study PR else we cannot answer the questions. Probably yes. So we first need
to understand what PR is all about.
The formal practice of what today is called public relations is less than 100 years old.
Yet during its relatively brief history, public relations have been defined in many widely
differing ways. Not surprisingly, the earliest definitions emphasized the roles of press a
gentry and publicity since these were major elements from which modern public relations
grew.
Later as public relations was recognized and employed by more organizations, definitions
began to include:
1 the need for research prior to initiating actions, careful planning and thorough
evaluation or measurement of results.
2 a continuing, systematic process instead of a one-time or single activity.
3 multiple audiences or publics.
4 its role as an essential function of management.
5 public participation, mediation, conciliation, arbitration and accommodation as
important tools.
affection of many practitioners for the looser ,more creative aspects of the works. In US
the social science elements dominate the understanding of pr .in uk it largely considered a
management function.
Philip kitchen (1997) summarizes the definition as suggesting that public relations
Is a management function?
Covers a broad range of activities and purposes in practice
Is regarded as two ways of interactive, suggests that public facing companies are not
singular
Suggests that relationships are long term rather than short term.
IPR has extended definition realistically to:
Public relations practice is the discipline concerned with the reputation of organizing
products and services or individuals with the aim of earning understanding and support
PR must be
Very clear about purpose
With well defined objectives, PR can be economical in achieving specific results.
The philosophy must be clear too.
OBJECTIVES OF PUBLIC RELATIONS.
1 To build up mutual understandings and good relations.
2 To inform the public through different media.
3 How to employ the objectives.
4 To create a public opinion.
5 To win the publics.
6 To build up a good image of organization.
7 To help the company in informing the public about good work done by the
organization.
8 To inform the public about the activities achievement outstanding performances of
the organization to the publication through n/p and other media.
9 To advise the management about what the public thinks about the company ie to
provide the management with necessary feedback.
10 To publish the launchings of a new product or services.
11 To establish and maintain cordial relation with the press and other media for avoiding
adverse criticism.
12 To maintain good relations with the government both state and central and the
community in adverse criticism
13 To mould public opinion in favour of the organization.
14 To change the attitudes of the various groups og public in favour of the organization
and its products of servicing.
15 To arrange effective and timely publicity of the performance and the policies of the
organization.
16 To establish and maintain mutual understanding and cordial relations between the
organization and its internal publics i.e. employees.
Environment
Family upbringing
Educational
Political, or religious background
Nationality or ethnic group.
There can be `prejudice about colors, shapes- these can very well affect products. And
consumer acceptance levels. Sometimes prejudice can seem petty immature. Prejudice
can be overcome through understanding.
Post-war prejudice and hostility to Japan has been overcome today- through the passage
of time.
Hence the popularity of Japanese cars in Asia today and abroad. There was prejudice
about airships that Airships Industries had to encounter after a number of air disasters.
Eg: Sahara Airlines, Indian Airlines.
Apathy
Apathy can be defines as: a dreadful negative state.
Apathy in fact, is understandable, people wrapped up in own affairs, that they often resist
new ideas.
Apathy- a kind of protective conservatism- it is in peoples interest to be aware about
beneficial products/services. Local authorities have to fight apathy- to get people to enjoy
rights, services, facilities to which they are entitled.
Apathy made it necessary for use of seats belts in cars; it is legal and compulsory in many
parts of the country. In the changing times today, apathy is often to do with lifestyles &
older age groups. People do not want to change. This is very true in the developing
countries. Ministries often use PR to affect social changes. Which also call for
revolutionary change in the lifestyle.
Ignorance
The world has become really complex, and we are inevitably ignorant about many things.
With the introduction of new products, advertising alone will not break barriers of
ignorance & informative, educational PR is essential. The market has to be prepared foe
new things. But the marketing world is not in love with market education- including trade
and consumers. It takes a great deal of effort to educate the consumers or masses on
some product services or a corporate image or reputation.
When PR is accepted as integral part of marketing mix, it can be great asset in
demolishing ignorance and to pave the way for successful advertising.
E.g.: Sony used PR a year before launching Compact Video Camera.
Also you could consider the voluminous Reliance Mobile Communication before it leads
to the actual launch which advocated Kar lo duniya mutthi mein
Advance knowledge can build interest, curiosity expectation and awareness and can be an
excellent prelude to product launch.