International Public

Relations Association
 The concept of establishing an International
Public relations Association first took concrete
shape in November 1949 during a meeting in
London between two Dutch and four British PR
practitioners.
 The idea of organizing public relations
professionals into a transnational society with
the objective of raising standards of PR
practice in various countries and improving
the quality and efficiency of practitioners.
Participants:
 Hans Hermans- Chairman, Dutch Public
Relations Club
 Jo Brongers- Honorary Secretary, Dutch Public

Relations Club
 R.S. Forman – President, Institute of Public

Relations in Britain
 Roger Wimbush – Chairman, Institute of Public

Relations in Britain
 Tom Fife Clark – Vice-President. Institute of

Public Relations in Britain

 Norman Rogers- Honorary Secretary, Institute of

Public Relations in Britain

 The informal talk in London, a group of public
relations executives from Britain, the Netherlands,
France, Norway and the U.S. Met in Holland in
March 1950 at the meeting between Royal
Netherlands Trade Fair and the PR Society of
Holland.
 The participants resolved to set up a provisional

committee aimed at promoting exchange of

information and co-operation within the
profession and eventually establishing IPRA.
 During first 5 years, regular meetings of their

provisional committee were held in England,

usually in conjunction with the annual weekend
conference of the Institute of PR
 Participants mostly came from founding
countries but also on occasions from :
Australia, Belgium, Canada, Finland and
Switzerland
 IPRA was formally organised on May1, 1955.

A Constitution was adopted and the 1st IPRA

Council was appointed.
IPRA Code of Conduct
 Appointed in 2011, the IPRA Code of Conduct
is an affirmation of professional and ethical
conduct by members of the International Public
Relations Association and recommended to PR
practitioners worldwide.
 The code consolidates the 1961 Code of

Venice, the 1965 Code of Athens and the 2007

Code of Brussels.
Code of Conduct
A. Recalling the Charter of the UN which
determines “to reaffirm faith in fundamental
human rights, end in the dignity and worth
of the human person.”
B. Recalling the 1948 “ Universal Declaration of
Human Rights” especially recalling article 19.

C. Recalling that PR, by fostering the free flow

of information, contributes to the interest of
all stakeholders.
d. Recalling that the conduct of PR and Public
Affairs provides essential democratic
representation to public authorities.
e. Recalling that the PR practitioners through their
wide-reaching communication skills possess a
means of influence that should be restrained by
the observance of a code of professional and
ethical conduct.
f. Recalling that channels of communication such
as the internet and other digital media are
channels where erroneous or misleading
information may be widely disseminated and
remain unchallenged and therefore demand
special attention from PR practitioners to
maintain trust and credibility
 Recalling that the internet and other digital
media demand special care with respect to the
personal privacy of individuals, clients,
employees and colleagues.
PRSI
 Public Relations Society of India is the
national association of PR practitioners.
 It was established in 1958 to promote the

recognition of PR as a profession and to

formulate and interpret to the public the
objectives and potentialities of PR as a
strategic management function.
 The society functioned as an informal body till
1966 when it registered under the Indian
Societies Act XXVI of 1961 with its headquarters
in Mumbai.
 Kali H. Mody was the founder president of PRSI

from 1966-1969.
 Chapters were launched in Mumbai, Delhi,

Chennai and Kolkata till 1969.

 In 1965, another professional body, the “Public

Relations Circle” was founded and registered in

Kolkata. It was the first ever association of
professional PR Practitioners in Eastern India.
 At the first All India PR Conference in 1968 at
New Delhi, members of the Public Relations
Circle, Kolkata, unanimously decided to disband
the regional organization to strengthen the
national body, thus forming the Kolkata chapter
of PRSI in 1969.
 The members of the society are PR practitioners

from multinationals, Govt, Public and Private

Sector, Academicians and PR Consultants.
 National Public Relations Day is celebrated on
21st April since 1986.
 The Institute of Public Relations
The conduct concerning the profession of public
relations

1. A member shall:
1.1 have a positive duty to uphold the highest
standards in the practice of PR and to deal fairly
and honestly with employers and clients (past
and present), fellow members and professionals,
the PR profession, other professions, suppliers,
intermediaries, the media of communication,
employees and the public
1.2 Be aware of, understand and agree to abide by
this code, any amendments to it, and any other
codes, which shall be incorporated into it; remain
up –to-date with the content and recommendations
of any guidance or practice papers issued by IPR;
and have a duty to conform to good practice as
expressed in such guidance or practice papers.
1.3 Observe this code and cooperate with fellow
members to enforce decisions on any matter arising
from its application. A member without knowingly
causes or allows his or her staff to act in a manner
inconsistent with this code is party to such an
action and shall deemed to be in breach of this
code. Staff employed by a member who act in a
manner inconsistent with this code should be
disciplined by the member.
A member shall not:
1.4 Professionally engage in any practice, or be
seen to conduct him or herself in any manner
detrimental to the reputation of the Institute or
the reputation and interests of the public
relations profession.
Conduct concerning the public, the media and
other professionals
2. A member shall:
2.1 Conduct his or her professional activities with
proper regard to the public interest
2.2 have a positive duty at all times to respect
the truth and shall not disseminate false and
misleading information knowingly or recklessly
and take proper care to check all information
prior to its dissemination.
2.3 have a duty to ensure that the actual
interest, or likely conflict of interest, of any
organization with which he/she may be
professionally concerned is adequately
declared.
2.4 when working with association with other
professionals or institutes, identify and respect
the codes of those professionals and
institutions.
2.5 Respect any statutory or regulatory codes laid
by any other authorities or institutions which are
relevant to the actions of his/her employer or
client or taken on behalf of any employer or
client.
2.6 Ensure that the names and pecuniary interests
of individual members, all directors, executives
and retained advisors of his or her employers or
company who hold public office are disclosed
and recorded in the IPR register of interests. This
includes members of either of the House of
Parliament of the UK or the European Parliament,
a local authority or any statutory body.
2.7 Honour confidence received or given in the
course of professional activity.
2.8 Neither propose or undertake, nor cause any
employer, employee or client to propose or
undertake any action, which would be an
improper influence on government, legislation,
holders of public office or members of any
statutory body or organization or the means of
communication.
2.9 Take all reasonable care to ensure that
professional duties are conducted without
giving cause for complaints of discrimination on
grounds of gender, age, disability, race, religion
or other unacceptable references.
Conduct concerning employers and clients
3. A member shall:
3.1 Safeguard the confidences of both present
and former employers of clients: shall not
disclose or use these confidences to the
disadvantage or prejudice or such employers or
clients or to the financial advantage of the
member (unless the employer or client has
released such information for public use or has
given specific permission for the disclosure),
expect on the order of the court of law.
3.2 inform an employer or client of any
shareholding or financial interest held by that
member or any staff employer by that member
in any company or person whose services he or
she recommends.
3.3 Be free to accept fees, commissions or other
valuable considerations from persons other
than the employer or client, if such
considerations are disclosed to the employer
or the client.
3.4 be free to negotiate and renegotiate with an
employer or clients terms that are a fair
reflection on demands of the work involved
and take into account factors other than hours
worked and the experience involved. These
special factors, which are applied also by other
professional advisors, shall have regard to all
the circumstances the specific situation and in
particular to:
a. The complexity of the issue, case, problem or
assignment and the difficulties associated with
its completion
b. The professional and specialised skills
required and the degree of responsibility
involved
c. The amount of documentation necessary to be
perused or prepared and its importance
d. The place and circumstances where the work
was carried out in whole or in part
e. The scope, scale and value of the task and its
importance as an activity, issue or project to
the employer or client
A member shall not:
3.5. Misuse information regarding his or her
employer’s client’s business for financial or
other gain.
3.6. Use inside information for gain. Not any
member of staff managed or employed by a
member directly trade in his or her employer’s
or client’s securities without prior written
permission of the employer or client and the
member’s chief executive or chief financial
officer or compliance officer.
3.7 Serve and employer and client under terms or
conditions which might impair his or her
independence, objectivity or integrity
3.8 Represent conflicting interests but may
represent conflicting interests with the express
consent of the parties concerned
3.9 Guarantee the achievement of results, which are
beyond the member’s direct capacity to achieve or
prevent.
PRSA Ethics
 A member shall safeguard the confidence of
present and former clients as well as those
persons or entities who have disclosed
confidences to a member in the context of
communications relating to an anticipated
professional relationship with such member and
shall not accept retainers or employment that may
involve disclosing, using or offering to use such
confidences to the disadvantage or prejudice of
such present, former or potential clients or
employers. Interpretation of this article:
1. This article does not prohibit a member who
has knowledge of client or employer activities
which are illegal from making such
disclosures to the proper authorities as he or
she believes are legally required.
2. Communications between practitioner and
client/ employer are deemed to be
confidential under article 5 of the Code of
Professional Standards. However, although
practitioner-client/employer communications
are considered confidential between the
parties, such communications are not
privileged against disclosure in a court of law.
3. In the absence of contractual arrangement,
the client or employer legally owns the right
to papers or material created for him.
PR Agency
 A PR agency is a professional services
organization, generally hired to conceive,
produce and manage un-paid messages to the
public through the media on behalf of a client,
with the intention of changing the public’s
actions by influencing their opinions.
 Communications are often in the form of news
distributed in a non personal form which may
include newspaper, magazine, radio, television,
internet or other forms of media for which the
sponsoring organization does not pay a fee.
 PR firms prefer to establish an Agency of
Record (AOR) relationship with their client. An
AOR relationship includes a contract for a
stipulated duration, encompassing details
regarding fees, ownership and rights as well
as terminated clauses.
 Work done by a PR Firm without the benefit of

a contract (written agreement) is referred to as

“Project work”. In such a case, each project
stands on its own and is priced and managed
accordingly
Departments in PR Agency

Business Development

Client Service

Media Relations

Media Tracking

Administration
Office Structure
CEO

Media Relation
Account Head Admin
Head

Media Accounts
Client Service
Relations department

Regional Media Tracking

Relations reports
Teams
Media
Tracking
Teams
Client Service/Client Account
Client servicing is managing a client and be a ne
point contact between the agency – client and
client- media. In most agencies it comprises a
team “ Client Service Team” or CST.
Responsibilities- Client Service
 Manage the team

 Manage the client

 Delegate the responsibilities
 Organize

 Prioritize
 Team Training
 Ensure smooth flow of work
Media Relations
 Media Relations is managing between the
client service team and journalists and be a
one point contact between the agency-media
and client-media. In most agencies it
comprises a team “Client Service Team” or in
some agency it is a stand alone department.
Responsibilities- Media Relations
 Manage the journalists
 Be in constant touch with the journalists to

understand the current trends in media

 And also manage the CST or Client in some cases
 Delegate the responsibilities to trainees and

executives
 Organize and pitch to media Press Releases, event

invites
 Training the other departments on what stories will

interest media
 Ensure smooth flow of work and timely coverage
Administration
 Administration department is involved in
managing the financials and media
monitoring for clients.
 The team tracks for coverage and compile

dossier at the end of the month.

 The admin department along with the CST

ensures the dossier is compiled at the end of

the month and all the evaluations are done as
per the guidelines laid
Functions of PR Agency
 Strategic Planning – campaign creation and
execution
 Key messaging- distilling stories into

accessible messages
 Media Relations- outreach to reporters,

producers and editors

 Writing- Press releases, collateral copy,

speeches, web copy

 Event planning- parties, launches, press

conferences
 Social Media- leading and cultivating the
online conversation for client and the agency
 Graphic Design- likely for much larger

agencies, art direction

 Video Production- again for larger agencies,

video content
 Media Training- role playing for clients going

into real interviews

 Presentation coaching- helping clients

maximize their presentations

 Spokesperson duties- stepping in as the face

of the client
The most important functions of a PR
Agency
 Writing press releases
 Getting them placed
 Identifying beat journalists
 Media monitoring
 Feeding information to media with

undisclosed sources
 Managing interviews
 Crisis Management
Tools and Techniques of PR
 House Journals
 Bulletin Boards
 Visit by Management
 Open House
 Annual Reports
 Exhibitions
House Journals
The publication of a house journal by a
corporation has all the relevance because of its
role of communicating with both internal and
external publics
“The Public Relations periodical, also called
company magazine, house organ or industrial
publication, is a major medium of
communication used by business and non profit
organizations in communicating with employees,
shareholders, suppliers, dealers, customers and
the general public” – Moore and Kalupa
 Rita Bhimani (1994) “ As an integral part of an
organization’s communication structure, a house
journal, far from being relegated to the status of
being the paste-up smile of a company for its
employees and other publics, is still today, the surest
means of establishing a two way traffic that is not
propaganda, not persuasion, nut good, planned in
house prattle... A successful house journal today is
one, which remains homely enough to be an intra-
company publication, but is slick enough to evoke
favourable comment from an outsider. It is somewhat
like an office play, which apart from the standing
ovation at the annual social, gets column inches of
praise by a drama critic in a national daily.”
 Indian Association of Industrial Editors (IAIE)
(1986): “A house journal is a medium of
communication which projects the image of a
company or an organization to one or more
sections of the public, within the organization
or outside, with the purpose of a. Improving
employee morale, b. Creating or fostering
climate a favourable climate for the working
of the company or the organization and c.
Promoting goodwill.” the association is now
known to as Association of Business
Communicators of India (ABCI)
 The publication of house journals started at a
time, when the electronic media was virtually
non-existent. The famous “Lloyds” of London
brought out the world’s first company
publication ‘Lloyds News’ in 1696. it is
published even today as Lloyd’s List. The first
industrial periodical, in the modern sense, was
published by Lowell Cotton Mills of
Massachusetts, USA in 1840 under the title of
‘The Lowell Offering’.
 India’s first employee publication was taken

out by the United Planters’ Association of

Southern India in 1905 titled as ‘Planter’s
Chronicle’.
Objectives of House Journal
 Showcase the company philosophy and value
system as reflected in the various activities.
 Inculcate the corporate culture amongst the

employees and other publics directly

associated with the company
 Explain the appropriateness of the company’s

policies and practices as related to various

organizational objectives and activities.
 Further the PR role of ushering in a change

amongst publics for mutual benefit.

 inform., advise, entertain and guide publics
about the optimum usage of capacity, right
usage of products and services for publci
benefit including employees
 Foster a feeling of harmony and mutual trust

between management and employees and

serve as a common platform to voice out ideas
 Build the confidence of dealers, suppliers,

shareholders
 Dispel rumours and provide clarification about

misunderstandings.
Types of House Journals
 Internal House Journal
 External House Journal
 Internal-External House Journal
 Market – Oriented House Journal
Internal House Journal
 The main target public are the employees.
 It is published with the objective to foster a

sense of loyalty amongst the employees.

 It is a part of the management responsibility

to keep the flow of communication downward

to the employees.
 It is a tool of informing, educating,

motivating and even entertaining the

employees through the human interest
stories born out of the employees’ lives.
 Even the disciplining function of the management is taken
care of, sometimes, through the internal house journal. A
company may publish a ‘Grievance Procedure’ to educate
and direct the employees to seek redressal of their gripes
through proper procedure and not resort to any
undesirable mean to assuage their feelings.
 If the main function of the house journal is employees,
then anything that interests them should be published.
 Major highlights in the house journal can be:
 Highlights of the organization
 Brief news of the corporation
 Human interest stories
 Poems
 Caricatures from employees
 Social matters
 Interviews with award winners
 Success stories of employees and their families
External House Journal
 An external house journal is brought out by an
organization with a view to reach out to the
external publics- customers, dealers, vendors,
investors, government agencies, opinion leaders
and even media.
 Objectives of an External House Journal:

1. To win confidence and trust of various

publics, particularly the customers
2. To disseminate information about the
companies’ policies and practices
3. To showcase success stories and get credit for
the organization’s achievement.
4. To promote products and services of the company
and induce a favourable marketing environment
5. To educate customers for proper use and
maintenance of the products, for maximum
satisfaction
6. To build sales force and dealers’ morale to sell with
confidence
7. To imbibe shareholders’ confidence and faith in the
professional management of the company
8. To bolster vendors’ interest in the company to
ensure regular supply of components etc and invite
them to participate in the product development
work
9. To provide a common platform for interaction
between various target publics and the
management, to facilitate a mutually beneficial
relationship
Internal-External Combined House
Journals
 Depending upon its size, resources and target
publics, a company decides to publish a
combined house journal, rather than one for
employees and the other for external publics.
 A combined internal-external house journal
seeks to meet the combined objectives of both
types of journals and also ensure the
advantages of both kinds of journals to the
organization.
 A combined journal bridges the so-called
dichotomy between the internal and external
publics and represents the organization to all
publics in a unified manner.
 It helps the employees to realize that their
future and welfare is hinged on to the
understanding of the external publics and it
is their obligation to keep the external
publics happy.
Market- Oriented House Journals
 Certain large marketing companies with a large
customer base or a well identified band of
institutional buyers consider that a market
oriented house journal goes on a long way in
imbibing the customer confidence.
 For a business firm who manufactures and
markets high technology products, mother
machines or handles turn key projects like
setting up power plants with a long term
maintenance contract, a market oriented house
journal plays a useful role in keeping the
customers updated with latest technological
breakthroughs.
 Market-oriented journals carry special articles
and photo features about the inauguration of
new installations, success and satisfaction
stories about key customers, introduction of
new design machines, or an invention in the
offering that may bring a spectacular change
in the total system.
A house Journal Process Flow Chart
 Title decision
 Masthead design
 Material decision
 Pencil rough
 Galley proofs
 Proof reading
 Paste up
 Page make up
 Page proofs
 Proof reading
 Final approval
 Processing
 Plate making
 Printing
 Binding/cutting
 Distribution
Bulletin Boards
 A board on which corporate information is
displayed as a tool of internal communication
for the benefit of employees, it is fixed in
office at prominent place.
 Many organizations, publish many important

notices, orders, for the employees on a

significant board. Such board is called
bulleting board
Exhibitions
 The term exhibition refers to a collection of
display exhibits as arranged in a trade show or
convention.
 Exhibiting is a communication medium such as
public relations, advertising or marketing which
involves conveying a message at a display stand.
 A public showing of art works or products of a
manufacturer is called exhibitions
 It may be described as an attractively organized
public show of certain products.
 It has both merchandising and public
relations value.
 The main function of an exhibition is to

attract the attention of the visitor or potential

users of the products and services and see
for themselves and judge their merit for use..
 Apart from selling impact, exhibitions have

an informative and educative function also.

Therefore, it is used as one of the media for
public relations.
Categories of Exhibition
 They can be classified depending upon the
nature of the of exhibitions: some exhibitions
can be categorised based on the geographical
area they cover local, regional, national and
international, while other exhibitions are
classified based on the products or the
subjects they promote as agricultural
exhibition, industrial exhibition etc. other
types include art exhibitions, commerce or
trade fairs, informative exhibitions, rural
exhibitions, books fairs etc
Advantages of Exhibitions
1. It is a direct and face-to-face medium
2. It has an enormous publicity potential for
individual exhibitor
3. It provides the use of multi-media at the same
time. Public relations manager can arrange
talks, film shows, song and drama
performances, distribution of publications,
display of photographs, relay of TV, radio
programmes etc.
4. It explains the product in three-dimensional
effect (length, depth and height)
5. It informs, educates, entertains and motivates
people for action.
6. It acts as a catalyst for socio-economic
development.
7. It eliminates the middlemen and brings the seller
and the buyer/consumer face-to-face.
8. It provides a market to introduce new products
at regional, state, national and international levels.
9. It is a meeting point for comparing technological
and economic progress.
10. It supports a well-established conference.
11. Unlike other media, it provides immediate
feedback to the exhibitor
 12. exhibition is a relaxed event where visitors see
products and services in holiday mood.
 13. public relations and exhibitions are intertwined
in promoting corporate image, products and
services.

Norms for Participation

1. What is the purpose of the exhibition?

2. Whether it is necessary to use the medium of

exhibition for sales promotion and public relations
purposes at that time.
3. Whether the exhibition coincides with some local,
seasonal gathering or events? Events may include:
public events, trade events, conferences or
seminars
4. What official support does it enjoy?
5. What is the reputation of the organizer?
6. What is the theme of the exhibition? Is it
relevant? What are the messages to be conveyed?
7. Who are the public that are going to visit the
exhibition and the size of the attendance? What
have been the recent attendance figures?
8. What are the exhibits that have to be displayed
in the exhibition?
9. Whether the location of exhibition is suitable
both to the organization and to the visitors?
10. What is budget?
11. What will be the returns in terms of sales
promotion, image building, promotion of ideas?
Basic Components of Exhibition
 1. booking the venue
 2. theme, design, construction, displays of

stands, products, photographs, lighting,

decoration, human interest live models.
 Management and running the exhibition-

build –up to break down, well-informed

guides, visitors book, feedback from visitors.
 Publicity and public relations support before,

during and after the exhibition. Providing

information services.
Probable reasons for failure of an Exhibition
1. Bad choice of exhibition as a medium
2. Wrong choice of site unsuitable to the visitors
3. Unattractive or badly located stand
4. Lack of planning and preparation
5. Unsuitable trade literature or wrong language
6. Unskilled or ineffective staff on duty
7. Failure to follow-up inquiries
8. Failure to make advance use of information
services for creating awareness
9. Lack of publicity
 Annual Report
 The annual report is the detail of a company’s prior
year’s financial status, list of the major expenses and a
communication plan for the coming year.
 The report includes:

An introductory message from the chief executive

officer, general manager or business owner. In this
report accurate financial data, audited financial
statement is also included. Normally it includes a
balance sheet, profit and loss statement and a
statement of cash flow. The report may also include
“call to action” as the final section. The call to action is
similar to the letter from the general manager or the
owner, but this section asks stakeholders to specifically
get involved with the company in the coming year.
 Annual Report
There are three distinct goals of the annual report :
a. To promote the company
Annual report serves as a marketing and PR
function as the substantial portion of a
corporate annual report is devoted to the
company’s accomplishment during the
preceding year and where it expects to go in the
coming year. The language can be full of
hyperbole and puffery. The purpose if this
marketing and PR material is to keep existing
stake holders pumped up about the wisdom of
their investment and to attract new
shareholders to the fold.
b. To display its financial performance and
goals:
Less flashy but of decidedly more interest to
serious investors are the sections addressing
the corporation’s financial performance in the
past year. The information in these sections
indicates how closely the company cam to
hitting projected revenue figures.
Additionally, the company addresses how it
intends to improve financial performance
going forward.
a.To meet regulatory requirements:
Most large companies would produce an annual
report even if the government did not
require them to. That’s because an annual
report is such a crucial marketing and PR
tool. However, because publicly traded
companies must adhere to stringent
regulatory requirements, not issuing an
annual report is not an option.
Open House
Open house, more commonly called open door is a
public relations term relating to complete
disclosure and free access to information. This
philosophy rejects media spin and relies on total
and immediate honesty. It is a PR event. If done
properly it leads to sales but it is not a sales
vehicle.
The open house must demonstrate to the customer
that the company offers the best service in your
market or the most experienced in the business.
The ultimate goal is that when a visitor leaves your
open house they have a thorough understanding
of what you do and how well you do it.
 How to make an open house a success:
1. Planning: it is important to start the process
eight weeks prior to the event dates. Identify
the team leader. Brainstorming is a useful
exercise. List of actions must be prepared
which allows regular meetings to track and
update progress and keep the team on
target.
2. Where and when to do an open house: it is
preferred to organize the open house in the
organization’s premise as the goal is to show
people what the organization does and how
well they do it.
3. Food is a big draw: having food available at the open
house and making this fact well know is critical.
4. Setting up the office: the most successful arrangement
is setting up stations throughout the office. One can
break the product offerings into groups and spread
them around. This will enable the visitors to walk
through the entire site to view the full scope of your
operation. It also helps in managing the crowd.
5. Getting people to your open house: it is important to
get the place full. There is nothing worse than an open
house that is not well attended. It is important to assign
an attendee quota to each representative and create a
progress board. Next is to send invitations and start
calling customers and prospects. As the event date
approaches, it is important to re-confirm with each
attendee.
 Odds and Ends to Consider:
a. Make sure there is enough parking
b. Provide directions to the office
c. Provide cab service for key prospects
d. Have plenty of garbage cans
e. Have space aside for people to talk and eat
f. Make sure air conditioning is available
g. Notify neighbours and invite them to minimize
conflicts
Press Release
 A press release is one of the communication
tactics of sending news of public interest to
journalist for use in the media. It aims at
conveying the essence of a story in a journalistic
style for coverage in the medium being
approached. Newspaper, radio, television and
internet are the media useful to Public Relations
professionals as they accept press releases. The
press ensures effective media coverage than pay
for advertisements because readers prefer news
rather than its advertisements.
Basic structure of a Press Release
 Headline- brief attention- grabbing statement
summarizing the story
 Sub head (optional)- secondary statement, which
builds on the headline and further fleshes the
message
 Dateline: the city where the news is originating and
the date of the release
 Lead: 5ws and 1H
 Body- additional paragraphs which provide
supporting material and further details (direct
quotes, relevant background information, statistics)
as well as call to action
 Boiler plate- short paragraph giving info about the
issuing company
 Source
 Media contact information at minimum, the

name, phone number, e mail etc

TYPES of PRESS RELEASES
 Traditional
 VNR- Video News Release
 ANR-Audio News Release
 Multi-media Press Release
PRESS PACKS/PRESS KITS
 Sometimes called a media pack also is a pack
of background information and key facts on a
company, organization, event, service or
product which is distributed to the
journalists.
 The press pack acts as an introduction to the

organization, informing, journalists who the

organization is and what it does, or it can
provide information on a specific event,
service or product
Press Packs usually include:
a. Background information on the organization,
service or product
b. Website details of the organization
c. The purpose or mission statement
d. Relevant position statements
e. Interesting facts and figures
f. Financial information
g. Key dates and events’
h. The organizational structure
i. Biographical information about key people
j. Photographs
k. Product samples
l. Press release
PRESS RECEPTION
 A press reception is a more planned and
hospitable event than a press conference. A
press reception has a newsworthy story, product
or event to communicate to the media and is
often planned and targeted months in advance.
Reinforcements, timetables, presentations,
product demonstrations and press packs should
be available at press receptions.
 Snooze news: snooze news is the term given to
stories that PR practitioners feel should make
headline, but in reality send journalists to sleep
PR Campaign
Campaign: Campaign is a concerted effort in
support of a cause, product or service to
achieve a marketing or public relations
objective.
A campaign is a strategic design of a series of
messages sent to one or more targeted
populations for a discrete period of time in
response to a positive or negative situation
affecting the organization.
PR Campaign
 When the principles, techniques and media of
public relations are applied in a campaign
approach to accomplish a particular goal or
goals of an organization, it is termed as
public relations campaign. All campaigns are
planned well and coordinated with specific
objectives and purposeful actions to solve
problems confronting an organization.
Multimedia PR Campaign
 Multimedia public relations campaign may be
defined as a planned and action-oriented
public relations programme based on a
judicious media mix aimed at persuading the
target audience in accomplishing set
corporate objectives or a specific project. The
use of more than one media constitutes a
special characteristic of multimedia
campaign. Media mix is an ideal strategy to
reach out diversified audience.
Goals of PR Camapign
1. To inform and create awareness on the
implementation of campaign plan.
2. To persuade, educate and motivate
3. To mobilise public opinion towards ideas and
actions
4. To utilise appropriate media and methods ion
reaching out the target audiences
5. To give results by implementing the
programmes and solve the problem
Steps in Planning a PR Campaign
1. Research
2. Identification of problems
3. Setting objectives
4. Target audience
5. Action plans/services
6. Public relations programme (a) internal (b)
external
7. Media strategy
8. Budgeting
9. Communication or implementation
10. Evaluation
Research
 Research or situation analysis is the first step
in designing a multimedia public relations
campaign. It is also called fact-finding.
 The PR team analyses the problems

confronting the organization besides listing

out the positive and negative elements.
 Basic ground research on the overall context

of PR function is done.
 PEST analysis is done.
Identification of Problems
 The team must identify the problems and
issues which will be tackled through a PR
campaign
Setting Objectives
1. Set Public Relations Objectives: There is a
tendency of PR professionals to set
objectives that PR cannot deliver.
2. Ally to Organizational Objectives: PR
programmes and campaigns must support
corporate objectives. For example, if the
corporate objective is a major repositioning
of the company in its market, then the
public relations effort must be directed to
supporting the stance.
3. Be precise and specific: Objectives need to be
sharp. To create awareness is not good
enough. Creating awareness of what, to whom,
when and how needs to be clearly spelt out. No
element of ambiguity should be there.
4. Do what is achievable: It is better to set modest
objectives and achieve them. Wherever
possible evaluate the likely benefits of ideas
and pre-test the pilot schemes.
5. Quantify as much as possible: Not all objectives
are precisely quantifiable, but most of them
are. If the aim is to contact particular audience
groups, say how many. Quantifying objectives
makes evaluation much easier.
6. Work within the budget: this goes without
saying. It is good claiming to be creative, and,
therefore, not interested money. A good
planner and manager knows exactly how
much the things will cost and will run the
budget tracking programme.
7. Work to a priority list: PR professionals
always have to much to do therefore, it is
important to set the priorities and stick to
them.
Target Audience
 It is important to identify the target audience
(the public). Segmented public is better than
general public because the message is
directly targeted and better results can be
expected.
Services and Action Plan
 If the campaign is intended to solve a
problem, the management must design
services and action plans for the benefit of
the target audience.
 PR in Public Sector
A Public sector undertaking may be defined as a “legal
entity created by the government but exterior to
government organization, functionally and financially
independent for carrying out specific activities
prescribed in the law creating it.”
Earnest Davis described a public sector as “a corporate
body created by public authority, with defined powers
and functions and financially independent. It is
administered by a board appointed by the public
authority to which it is answerable. Its capital
structure and financial operations are similar to those
of public company, but stock holders retain no quality
of interest and are deprived of voting rights and
power of appointment of the board.” this concept
changed after disinvestment.
Features of Public Sector
 Public sector enterprises are owned by
Government and accountable to the people
through the Parliament or State Legislatures.
 They are subject to scrutiny by Government
regulatory agencies. For example, the Insurance
Regulatory and Development Authority regulates
the functioning of the Life Insurance Corporation
of India and other private insurance companies.
 With liberalised economy since 1991, the
disinvestment of Government equity in public
sector was made through public offer. Earlier,
public enterprises were entirely financed by the
government.
Public Sector PR
Public relations in public sector is done to keep
the two-way channel of communication open
between the public enterprises and their
internal and external public.
It is also maintained in order to motivate
employees and stakeholders towards higher
productivity and also to meet growing demands
of the competitive environment.
Functions of Public Sector PR
 Employees relations
 Shareholders’ relations
 Customers’ relations
 Community relations
 Media relations
 Communication about environmental protection
 Promotion of reputation of public sector
 Corporate advertising
 Management of crisis communication
 Media monitoring and feedback information management
 To advise management on policy and its effect on public
relations.
PR Structure
 Most of the public sector enterprises have an
exclusive corporate communication
department. The department is responsible for
policy formulation, budgeting, programme
coordination and managing corporate
communications activity for the organizations
nationally as well as globally.
 Unit level communications and public relations

divisions take care of this activity in their

respective region with a close link with
corporate office.
Transport PR
PR plays a vital role in the public transport
corporations by creating the right environment and
understanding between the management and its
pubic, particularly the passengers.
 the main function of transport PR arises on the

ground that a public sector transport undertaking

should assume the responsibility as a matter of
highest importance to furnish the passengers with
full and correct information. It is the primary role of
PR in the transport sector to tell the passengers what
it is doing. There are several other factors which
justify the need for PR in the transport sector.
 They include:
a. Transportation of lakhs of people from one
destination to another everyday.
b. Emergencies due to accidents
c. Industrial disputes
d. Natural calamities
e. The need for continuous communication
with employees and passengers
f. Building up of image of the undertaking
based on its performance
Structure of the PR department in
Transport Corporation
 The department is headed by Director, Public
Relations and reports to the Vice-Chairman
and Managing Director.
 Chief PRO reports to the Director
 Deputy Chief Traffic Manager is also the

liaison officer and reports to the Chief PRO

 Editors of house journals are also appointed
 Assistant PROs are also appointed
 Regional managers are appointed at region,

division and depot levels

 At the regional level, the deputy Chief traffic
manager of every region is appointed who
reports to the regional manager.
 The Divisional Manager at the divisional level

was designated as Ex-officio Divisional PRO

while the Depot manager at the depot level is
nominated as Depot PR officer who is assisted
by Chief Traffic Inspector.
Functions of Transport PR
 To inform the public through all available media about
the corporate objectives and programmes of corporation
including the passenger amenities taken up for the
benefit of the commuters
 To highlight the problems of the corporation such as
attacks on the crew, damage to property during
agitations, so to seek people’s cooperation
 To instil better traffic consciousness among commuters
such as maintaining queues, purchasing correct tickets
etc
 To identify the adverse criticism on operation of buses,
behaviour of the bus crew as appeared in the newspapers
and as obtained from other sources like written or oral
complaints from opinion leaders/passengers
 To issue clarifications on criticism appeared in the
press without any bias
 To arrange for the editing, printing and distribution
of the house journals
 To arrange for training in PR and code of etiquette
for the crew and other employees.
 To launch employee communication programmes
through various in-house communication methods
so as to create belongingness among the employees
towards the corporation and increase their efficiency
for better output
 To evaluate the impact of the corporation’s policies
on the public and advise the corporation on policy
matters by gauging the public reactions towards
such policies through feedback information process.
Corporate Social Responsibility
 Jamshedji Tata, the pioneer of social
responsibility in India, said, “Wealth that comes
from the people as far as possible must go
back to people.” it is against the background of
this philosophy, the concept of corporate
social responsibility began in India st
Jamshedpur, Bihar
 The changing corporate world has also increased
the importance of CSR.
 Every organization has to confront with a global
economy; a technological revolution, an
information revolution and proliferation of
sources of information; emergence of large
companies with international business; mergers
and acquisitions, and signs of increasing
environmental damages. Reputation are either
strengthened or damaged as the information is
flowing with lightening speed. As a result, the
concept of corporate citizenship and corporate
social responsibility is growing in the modern
world
What is CSR?
 Although the roots of CSR lie in philanthropic
activities such as donations, charity, relief
work etc of corporations, globally, the concept
of CSR has evolved and now encompasses all
related concepts such as triple bottom line,
corporate citizenship, philanthropy, strategic
philanthropy , shared value, corporate
sustainability and business responsibility
 CSR can be defined as : “ the responsibility of
enterprises for their impact on society.”
 To completely meet their social responsibility,

enterprises, “should have in place a process to

integrate social, environmental, ethical human
rights and consumer concerns into their
business operations and core strategy in close
collaboration with their stakeholders.”
 The WBCSD (World Business Council for Sustainable Development)
defines CSR as, “ the continuing commitment by business to
contribute to economic development while improving the quality
of life of the workforce and their families as well as of the
community and society at large.”

 UNIDO (United nations Industrial Development Organization): “

Corporate social responsibility is a management concept whereby
companies integrate social and environmental concerns in their
business operations and interactions with their stakeholders. CSR
is generally understood as being the way through which a
company achieves a balance of economic, environmental and
social imperatives (Triple-Bottom-Line Approach), while at the
same time addressing the expectations of shareholders and
stakeholders. In this sense it is important to draw a distinction
between CSR, which can be a strategic business management
concept, and charity, sponsorships or philanthropy. Even thought
the latter can also make a valuable contribution to poverty
reduction, will directly enhance the reputation of a company and
strengthen its brand, the concept of CSR clearly goes beyond
that.”
Features of CSR
 The CSR approach is holistic and integrated
with the core business strategy for addressing
social and environmental impacts of business.
 CSR needs to address the well-being of all
stakeholders and not just the company’s
shareholders
 Philanthropic activities are only a part of CSR,
which otherwise constitutes a much larger set
of activities entailing strategic business
benefits.
CSR in India
 CSR in India, still remains within the philanthropic
space, but has moved from institutional building
(education, research and cultural) to community
building through various projects. With the global
influences and with communities becoming more
active and demanding, there appears to be a
discernible trend that while CSR remains largely
restricted to community development, it is getting
more strategic in nature. A large number of companies
are reporting the activities they are undertaking in this
space in their official websites, annual reports,
sustainability reports and even publishing CSR reports.
 The companies Act, 2013 has introduced the
idea of CSR to the forefront and through its
disclose-or-explain mandate, is promoting
greater transparency and disclosure. Schedule
VII of the Act, which lists out the CSR activities,
suggests communities to be the focal point.
 Benefits of a robust CSR programme

Communities provide the licence to operate

Attracting and retaining employees
Communities as suppliers
Enhancing corporate reputation
Corporate Citizenship
 Corporation is a legal entity registered under
the law which assumes certain rights and duties
like a citizen of the country.
 Involvement of a corporation in matters
concerning to society as a whole is called
corporate citizenship.
 Corporate citizenship is an idea, which has both
practical and ethical dimensions. It suggests a
two-way relationship between corporations and
society which are oriented towards meeting
community needs.
 Business organizations and the community have a
symbiotic relationship with one thriving on the
other. In this context, corporate citizen has the
responsibility to serve the cause of the society like a
citizen of a nation.
 UNGC is world’s largest corporate citizenship
initiative with the objective to mainstream the
adoption of sustainable and socially responsible
policies by business around the world. The
10nprinciples of UN Global Compact have been
derived from various UN Conventions such as
Universal Declaration of Human Rights. ILO’s
declaration on Fundamental Principles and Rights at
Work, the Rio declaration on the environment and
development and the UN Convention Against
Corruption.
Principles of UNGC
 Human Rights (Support and respect the
protection of international and human rights
and ensure that business is not complicit with
human rights abuses)
 Labour Rights ( uphold the freedom of
association and effective recognition of the
right to collective bargaining, elimination of all
forms of forced and compulsory labour,
effective abolition of child labour and
elimination of description in respect of
employment and occupation
 Environment (support a precautionary approach
to environmental challenges, undertake
initiatives to promote greater environmental
challenges, initiatives to promote greater
environmental responsibility and encourage the
development of environmental friendly
technology)
 Governance ( work against corruption in all

forms, including bribery and extortion)

The Companies Act, 2013
 The concept of CSR is governed by clause 135 of
the Comapines Act,2013 which was passed by bith
the houses of the Parliament and had received the
assent of the President of India on 29th August
2013.
 The CSR provision within the Act is applicable to
companies with an annual turnover of 1,000 crore
INR and more, or a net worth of 500 crore INR and
more. The companies are required to set up a CSR
committee consisting of their board members,
including at least one independent director.
 The Act encourages companies to spend
atleast 2 % of their average net profit in the
previous three years on CSR activities.
 The ministry’s draft rules, that have been put

up for public comment, define net profit as

the profit before tax as per the books of
accounts, excluding profits arising from
branches outside India
Corporation
 A large company or a group of companies
authorised to act as a single entity and
recognised as such in law.

 All corporations, such as industrial,

commercial, financial, public service,
transportation, telecommunication use public
relations techniques in creating mutual
understanding and goodwill of their
corporate publics.
Corporate Public
 The key of a corporation are shareholders,
employees, customers, distributors,
suppliers, community neighbours, media and
the government. Each of these is interested in
a corporation as a source of benefits.
Shareholders want dividend and profits,
employees want better wages and welfare,
customers demand quality of product and
good service, media expect full information.
Corporate Face
 The areas of corporate face include:
 Corporate Vision
 Corporate mission
 Corporate strategy
 Corporate identity
 Corporate image and reputation
 Corporate products and services
 Corporate conscience
 Corporate Social Responsibility
 Corporate Governance
 Corporate Sponsorship
 Corporate Brand
Corporate Public Relations
 The International Public Relations
Encyclopaedia defines corporate PR as “public
relations for a company as a whole rather than
for any of its primary functions; protecting the
goodwill a company has already achieved and
gaining additional goodwill in this process.”
 Heath, 2001 defines PR as “a relationship-

building professional activity that adds value to

organizations because it increases the
willingness of markets audiences and publics
to support them rather than to oppose their
efforts.”
 John White and Laura Mazur (1999), in their
book ‘Strategic Communication Management:
making Public Relations Work’:
 “Public Relations in its true sense is a
fundamental part of managing almost any
organizations.”
 Corporate PR is the process of communication

between an organization and its various

stakeholders. The underlying motive is to gain
understanding and acceptance for the
organizational goals, policies, programmes,
products and services. It is also intended to
promote corporate identity and image.
Areas of Corporate PR
 Corporate Identity
 Corporate Advertising
 Issue Management
 Crisis Management
 Investor relations
Corporate Communication: Meaning
 Any communication emanating from a company
or occurring within it.
 All companies including non-commercial bodies

are interested in corporate communications for

building their images and reputations, besides
maintaining relationships with the stakeholders.
 Corporate communication is about harmonising

all communication within the organization to

ensure consistency with corporate mission and
objectives.
 It can also be defined as the process of
establishing trust, social capital and
legitimacy. (Weber 1968)
 Corporate communication is the
communication activities that an organization
undertakes as a corporate entity and includes
‘public relations’, the company website, the
annual report, corporate identity programmes,
the company logo and any form of corporate
advertising that the company carries out.
(Keith Butteric 2011)
 Corporate communications focuses on
responsibilities, for narrowing the gap between
the organization’s desired image and it’s
actual image; establishing a consistent
organizational profile; and the organization of
communication by developing and
implementing guidelines for coordinating al
internal and external communications and
controlling communications. Public Relations
complements marketing communication in
achieving the aims of the organization among
external publics-it translates an identity into
an image (Varey 2007)
 Corporate Communication is primarily a mechanism
for developing and managing a set of relationships
with publics or stakeholders who could effect the
overall performance of an organization. These
relationships must be viewed in a long-term
strategic fashion (Kitchen and Schutz 2007)
 Paul A. Argenti and Janis Forman in The Power of
Corporate Communication (2003) describe: “By
corporate communication we mean the
corporation’s voice and the images it projects of
itself on a world stage populated by its various
audiences or what we refer to as its constituencies.
Included in this field are areas such as corporate
reputation, corporate advertising and advocacy,
employee communications, investors relations,
government relations, media management and
crisis management.
Four Broad Components of Corporate
Communications
 Communication by a corporation to influence
stakeholders and publics for establishing better relations
 Marketing communication which is directed at achieving

sales and support of other management disciplines such

as human resource development, finance and production
 Organizational communication which engages those

publics where there is ‘interdependence’ by implication

with the major groups such as investors, employees and
suppliers
 Reputation management based on organizational

performance
Proactive PR
 Environmental analysis is one of the functions
of public relations. There has to be a value
judgement based on the analysis and specific
circumstances relating to objectives, the
range and number stakeholders, the number
and types of competitors for share of voice,
the availability of resources and the number
and range of proposed activities.
Six Areas of Proactive PR
 Are we obtaining our fair share of feedback? If
not, be honest: does it matter that much? Or is
it a real problem that needs to be addressed?
Find out the problem.
 How confident are we about the quantity and

quality of feedback information that is being

collected from the internal as well as external
environment? There is always a scope for
more, to be sure of the information. The
bigger question may be: how much of this can
we turn into usable intelligence for being
proactive.
 Do our image and our reputation satisfy our
corporate needs? If not, can we be doing more
to address this? If the current situation appears
to be fine, as it is understood, ask then: What
plan do we have to sustain our image and our
reputation?
 How are we doing at meeting our customers’

communication expectations? Should we get

real about this, with more measures and deeper
analysis? Or are we confident that the current
levels of service quality are appropriate and
mutually satisfactory?
 Can we fairly claim to be creative in what we

are doing? Are we making best use of

desperate, seemingly unconnected information
and of our available resources, both knowledge
and skills? Could we be coming up with fresh
ways of looking at old communication to meet
new challenges?
 Are we identifying customers’ grievances and

problems unasked?
Corporate Identity
 Corporate identity should be same for all. The
creation and introduction of a corporate
identity scheme can be a costly exercise and
may involve some or all of the following:
1. The livery of all forms of transport
2. All stationary
3. Name displays
4. Websites
5. Exhibition stands and showrooms
6. Sales literature and promotional material
7. Labels and packaging
8. Instruction leaflets
 Uniforms
 Corporate presents such as pens and key rings
 Point of sale material
 Advertisements
 Credits on audio-visual material
 Diaries and calendars
 Annual reports and other communications for

stakeholders
 Hospitality items such as cutlery and crockery

Corporate identity schemes can have a

consolidating effect with psychological results
which can motivate and unite the workforce.
Corporate Image
 A corporate image is a generally accepted
concept for “what the company stands for’ – or
how the organization is perceived. It comprises
all the visual, verbal and behavioural elements
which make up the organization and should
accurately reflect the organization’s
commitment to excellence, quality and
relationships with its various stakeholders.
 Marketers and public relations professionals

create a corporate image in order to suggest a

mental picture to the public.