2. It is the
deliberate
planned &
sustained
effort to
establish &
maintain
mutual
understanding
between an
organization
and its public
PR definition
3. PR involves
2 way communication process between an
organization and its public
A communication process with a view to change
mindset of public in certain directions
5. Purpose of PR
To educate the audiences on the advantages of
the product/ service
To promote goodwill of organization
To create, maintain, protect & build reputation
of organization
6. History of PR
• Caesar wrote 1st campaign biography
50 BC
• To convince Romans that he would be the best head of state
• St Austin delivered eulogies to Roman emperor
394 AD
• 1st of the people in charge of PR
• Thomas Paine- Master of political propaganda
1776
• His writings could make people do and believe in things
7. 1795
•Georgiana Cavendish, duchess of Devonshire, with
Charles James Fox
•Included press relations, lobbying & celebrity campaign
•PR became a profession
1903
1918
•Ivy Lee advised John D Rockefeller
•PR took next step towards professionalization with
Edward Bernay
8. Evolution of PR in India
Ramayana- Bhadro used to report to Rama about public
feelings and opinions about Ram’s administration
Religious leader like Buddha- Sankaracharya were
master communicators
King Asoka send his own children to Sri Lanka to Preach
Buddhism. Sangamitra- 1st female PR executive in
history
Mahatma Gandhi succeeded in bringing entire country
together to achieve independence
Systematic practice of PR began with Indian Railways in
1920s. Used exhibitions, festivals and newspaper
advertising, both in England and India, to attract
tourists
9. Government PR structure
1918- 1st PR set up in India by the name
Central publicity board
central bureau of information
Bureau of public information
After independence Govt set up ministry of
information and broad casting.
Media units which handle PR
All India radio, Doordarshan Kendra, Registrar
of newspapers on India, Photo division, Indian
Institute of Mass communication etc
10. •Considered as 1st PR
counselor.
•Advised John D
Rockefeller to talk to
miners, listened to
miners and improved
their conditions
•His principles were•Tell the truth
•Provide accurate facts
•PR director ,ust have
access to top
management & must
be able to influence
decision
Ivy Lee
11. Edward Bernay
Father of PR
He advised the new President of Czechoslovakia
to announce independence on Monday than
Sunday to get maximum media coverage
12. Bernay’s principles
To interpret client to public
•To promote client
To interpret public to client
•Operating company in such a way
as to gain public support
13. Bernay’s other concepts
PR is a public service
PR should promote new ideas and progress
PR should build a public conscience
14. What Bernay did
Problem
Solution
Columbian rope
Produced radio
company had antiunion image
programs featuring
union & management
panelists
Induced the company
to bargain with union
Convinced the
company to sponsor a
vocational program
Offered tours of the
plant
15. What Bernay did?
Problem
Solution
P&G produced a
Changed commercial
radio commercial
which were offensive
to AfricanAmericans.
He got company to
offer AfricanAmericans significant
jobs
Invited them to tour
plant
Featured them in
company newsletter
16. Functions of PR
Community relations
Consulting
Contribution programs
Customer relations
Government relations
Guest relations
Internal communication
Investor relations
Media relations
Product/ service publicity
Publications
Digital communication
17. Community relations
Working with groups in community where org
has major operation
Developing good cooperative climate
Media relations personnel who work with media
at community level
18. Consulting
Developing & recommending public policies
Contributing PR view points in formulation of
corporate decisions
19. Contribution programs
Sometimes part of community relations
function
Developing policies for corporate donations
Processing contribution requests
20. Customer relations
Assuring that organization’s customers are
satisfied
Deal with customer enquiries, complaints
Advise senior management on customer related
issues and concerns
21. Government relations
Also called public affairs
Monitors regulations & legislation affair
Maintaining a goodwill with Govt
Directing program designed to promote
organizations point of view in regulation and
legislation
22. Guest relations
Conducting office and plant tours
Guest relation activities
Preparing brochures, tour
guides, tapes, videos, maps and guest related
communication material
Major function in tourism and entertainment
industry
23. Internal communications
Preparing & publishing employee & membership
bulletins, newsletter etc
Employee & member conferences, tele
conference
Communication with management & board
members
Also includes tour, employee recognition
banquets & awards
24. Investor relations
Communicating with owners
Communicating with related groups such as
financial institutions, brokers, securities and
financial analysts
Preparing and coordinating annual meetings,
conferences, seminars & communication
materials such as internet site contents, annual
reports, quarterly statements
25. Media relations
Issuing news of activities to external audience
Establishing & maintaining contact with mass
media
Handling responses to inquiries from news
media
Coordinating media conferences & tours
Tracking & evaluating media coverage
26. Product/ service publicity
Often called marketing publicity
Announcing new products/ services &
enhancements if any through mass media
Developing & executing promotional programs
27. Publications
Preparing and publishing materials for special
constituencies including dealers, agents,
advisory body, alumna
28. Digital communication
Using internet, intranet, email etc to prepare
and deliver message to specific constituencies