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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz
INTRODUCTION
The Project focuses on Public Relations, its planning and strategies for a campaign and those theory aspects which are very essential for understanding the art of PR very well.
Also it includes the PR campaign of only one company i.e. LinOpinion which has a very good PR campaign.
PUBLIC RELATIONS Public Relations as a term was first formally used by Thomas Jefferson in the year 1807, while drafting his seventh address to the congress delegates when he scratched out the words State Of Thought and wrote Public Relations instead. In India, the term of course gained importance later through the Public Relations Society of India (PRSI) in 1958.
Public Relations are a planned and sustained activity to help an institution create a social climate favorable for its growth. It is based on the fundamental belief that the survival of any enterprise, public or private depends today on the sensitive response to changes in public opinion. Public Relations include activities of persons or organizations intended to promote understanding of and good will toward themselves or their products or services. The main goal of a public relations department is to enhance a companys reputation. The International Public Relations Association defines Public Relations as Public Relations is the art and social science of analyzing trends, predicting their
consequences, counseling organization leaders and implementing planned programmes of action which will serve both the organizations and the public interest.
A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz Public relation is a two way process. On the one hand it seeks to interpret an organization to society while on the other it keeps the organization informed about the expectation of the society. Fundamentally public relation is a means by which an organization improves its operating environment.
The business world of today is extremely competitive. Companies need to have an edge that makes them stand out from the crowd, something that makes them more appealing and interesting to both the public and the media. The public are the buyers of the product and the media are responsible for selling it.
Definitions of PR by some renowned people:
Frank Jefkins: Public Relations means what it says- relations with the public. It is practically a self-defining term. It aims to create and maintain confidence. It is a system of communication to create goodwill. It produces that intangible quality or asset-goodwill, and earns credit for achievements. K.R.Balan: The discipline which brings out the rewards in generating mutual understanding and the risks involved in misunderstanding between individuals, groups, governments and nations in this restless world the shape and content of which tend to be rapidly changing.
OBJECTIVE OF STUDY
To study the existing structure of Brightwayz. To study the existing public relation strategy for Brightwayz.
To understand and discuss various strategies for public relation.
To execute the various media / public relation strategy.
To understand the need of social media Marketing module for business.
Need of project
To understand the various functioning of Brightwayz.
To create a brand awareness in the market. To understand and improve the strategy of target market.
It can lead to strong community and industrial partnerships.
Scope of project
To understand the defined target group. To create PR layout and execute it through various tools. To understand the market conditions of defined market. To understand the need of social media marketing for any business. To keep the track of success level. To create brand in the market.
RESEARCH METHODOLOGY
Research is an art of scientific research. It is defined as a careful investigation or inquiry especially through search for new facts in branch of knowledge. Methodology refers to the theory of getting knowledge, to the consideration of the best ways, methods or procedure, by which data that will provide the evidence basis for the construction of knowledge about whatever it is that is being researched, is obtained. Methodology is concerned with the description & analysis of research methods rather than with his actual, practical use of those methods. Methodology work is, therefore philosophical thinking, work, case study, life history & action research are examples of methodological approaches.
DATA COLLECTIONFacts, information & statistics constitute data for research purpose. This data are arranged properly for analysis. Thereafter, conclusions are drawn & recommendations are made for solving marketing, financial & other problems relating to business. Data collection constitutes a core part of research process. Researcher has to give special attention to data collection as adequate & reliable data are required for research purpose. Data for research include primary data & secondary data.
1) Primary dataData which is collected at first hand either by researcher or by someone else especially for the purpose of the study is known as primary data. This process is time consuming. This data is the latest data as it is collected at the time of research. The primary data related to this project is collected by making Observation Observation of procedure of work in the organization helped me to collect primary data related to public relation. Face to face discussion with staff members.
2) Secondary data-
Any data which have been gathered earlier for some other purposes are secondary data which is in the hands of researcher. The primary data collected by one person may become the secondary data for another. For getting secondary data, I have taken the reference of various existing journals, websites, Brochures, notes. The snapshot of this mentioned data have added in following projects.
LIMITATIONS
There are some limitations which might affect the result of the Project: 1) Limited Workforce: Our Company is new in the market so limited workforce can be a limitation for project. 2) Perception of respondent: as we have contacted different segments about the requirement but answer which they gave depends on the perception of respondent. So our success depends on the perceptions and knowledge of the respondent. If that customer was completely aware about that particular product then he might have given perfect answer for that question. So perception is limitation. 3) Limited knowledge: I am working on this project as a summer trainee first time, so limited knowledge of all the market requirement seems to be limitation for these projects. So in future I would like to get more knowledge about the market needs by working for this company. 4) Limited time: I am working on this project for two months only.
Company Profile
Nirmala Consol Private LimitedThis company is formed by the alumie and corporate professionals from VJTI,IIT,IIM and JBIMS who left job from their respective company to satisfy the needs to their dreams.
This company is bifurcated into following subsidaries.They all are as follows :
1) Consolmark : This is end to end marketing solution provider domain who all are provinding various marketing solutions like market research,Competitors analysis, Website Development,Social media marketing and creative brand element generation. 2) Brightwayz :This domain is into Education sector where they are focussing on various requirements of education sector and try to minimize the existing gap beteween top BSchools and tier 2 B- Schools by imparting various sets of services to students from tier 2 B- Schools
3) Consol Civil : Through this domain, Consol Civil is providing end to end solutions of real estate. They are providing all relevant service under one roof like Architect services, Liasoning services, Strutral services and PMC services.
4) Consol Hat : Through this domain, Consol Hat offering end to end solutions of event management. They have already done various corporate and political event which has given them ample amount of experience to excel into this field. 5) 5 Berry : In this, they are providing various innovative customised softwares according to the requirement of clients.
BrightWays : Business Services
Bright Ways would help you understand the importance of practicality when it comes to the corporate world.
The corporate world is looking out for experienced people and fresh grads dont get a very good chance to show their skills and talent esp. when they are from mediocre Management College. Many feel MBA adds value to their profile however it is of no use unless you know how to show your management skills in practice esp. in an interview.
No matter what your rank is, you would be judged by your knowledge and approach in an interview. One cant just rely on the college for their summer projects or placements; they need to work hard to prepare themselves for it. Many clear the first stage and are also called upon for an interview however there are not many who convert it successfully.
They help you bridge this gap and achieve your dream company. They conduct various seminars to help you understand the practical approach the corporate world is looking for. You also get to know about the trends happening in the various sectors and industries.
The seminar will equip you with the experience of these giants and help you understand their perspectives also. You would also get a chance to network with them.
VISION
Empower all the Management Studentsto make them big in the Corporate World by gaining the practical knowledge and keep them updated with the corporate world.
MISSION
To eliminate the perceived difference the companies have against the students of the Mediocre Management Colleges, by equipping the students with the capability to render effective solutions to the problems of the Companies.
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Literature Review: Brightwayz

Brightways is a subsidiary group of Nirmala Consol Private Limited is a competency building institute and since its inception has registered phenomenal achievements. Brightways is into education field from last 2 years and has been known for its innovative approach. We all are professionals from IIM,IIT, JBIMS VJTI, UDCT and Symbiosis who would like to provide defined and systematic approach to all MBA grads who all are not from top B- schools. Brightways has a comprehensive, innovative and organized approach which enables the MBA students to understand the current industry demands and ingrains the finesse of impressing the recruiters. Bright Ways helps MBA Students to build the existing gap in between the institutions & enables MBA Students to get the job that MBA Students deserve & desire. Corporate world looks out for efficient and effective professionals and not just the degree holders. A degree never adds a feather in their cap, unless MBA Students prove their capabilities. And here in this process, starting from getting you the expected academic results, till MBA Students face an interview, Brightwayz will hold their hand and guide your path. We nurture your strengths and enhance your skills.
Value Addition To Your College: Bright ways has a comprehensive, systematic and organized training approach which enables the students to understand the current industry demands and ingrains the finesse of impressing the recruiters.
Their trained students ensure that the impressed recruiters come in year after year and recruit more number of students than they actually had come for.
The college brand name reaches the glory it truly deserves, because all its students are placed in companies, along with an MBA tag, which out shells a complete student who is fully groomed and competent enough to survive in the complex corporate world. 11
Value proposition for your Students:Bright Ways understand the value of your dreams. Your dreams are our concern. In Our well-structured module, we are absolutely to the point and objective. They inculcate the art of modulating words to ones strengths which can then be used in any given scenario. Students are trained to think from the recruiters point of view and once this art is mastered, apt words just start flowing.
Clients : Students from Sasmira, Rajiv Gandhi Institute BGIMS MIMR
Pricing : Rs.3000 per student (if student numbers are between 100 to 200) Rs.2500 per Students ( If student numbers are crossing 200) Rs.2000 per Students ( If student numbers are crossing 300)
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Organization Chart
Managing Director Mr. Niketan Taware
Process In-charge Mr.Abhishek Khedekar
Marketing In-Charge Mr.Amey Shrotri
Finance In charge Mr.Naveen Alle
Operational In-Charge Mr.Pankaj Murudkar
System & Content in charge Mr. Kaivalya Mawale
Team members :
o Mr. Niketan
Taware
Managing Director, MBA-Marketing,
University Topper, B-Tech-Civil-VJTI o 2 years of work experience as Brand Marketing Manager in Hub town Private Limited
Mr.Abhishek Khedekar : Process In-charge o B.Tech Electrical (VJTI) o 2 years of work experience in Turn Key projects
Mr.Amey Shrotri : Marketing In-Charge
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz o MBA Marketing, MCA and B.Sc IT o 4 years of work experience in Business Development and IT sector Mr.Naveen Alle : Finance In charge o MBA Finance (JBIMS), CFA and B.Tech Electrical (VJTI) o 3 years of work experience with TCS as a Business analyst
Mr.Pankaj Murudkar : Operational In-Charge o MBA-Operations, Symbiosis University, B.Tech- Chemical Technology, UDCT, Mumbai o 2 years of corporate experience: Honda Siel Cars Ltd.
Mr. Kaivalya Mawale : System & Content in charge o MBA Operations, B.Sc IT o 2 years of work experience with Wipro
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Benefits given by the Company

Details of the offered services:
Eye-opener Seminar per month: College to college basis from the corporate personality (VP level) for every stream Finance, HR, Marketing, Operations and Systems. Personality Testing and Its analysis on one to one basis : Our eminent members will conduct the personality test for every student on one to one basis to understand his/ her core-competency and future vision.
Resume Service : Our team will interact with students on one to one basis to make their resume more presentable and customized. Daily Articles : During academic session, MBA students are completely busy with the presentation and assignments. They are not getting sufficient time to upgrade their current affairs and domain knowledge. Our team will email them the current affairs articles on a daily basis with which they can upgrade their current knowledge.
Summer Placement assistance : In this, we will assist 1st year students to get their summers in corporate with best profile. Summer project assistance : We have done the research on summer reports and found out that many students are not aware about the basic theme of summer report. In this section, We will make him/her aware about the objective of summer placement and summer reports so that he can utilize the period of summer placement at the fullest.
Academic Gyan: Brightways has defined systematic approach for all academic subjects from Management. We have defined Diagram theory which will assist every students to increase his marks. We do have an innovative approach for the university subjects like IB and MCS. We will conduct specific one session before every exam for all the students to make them ready for the battle.
Winter Project assistance: In this, we will assist 2nd year students to get winter in corporate with best profile.
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz Power Point and Excel basic training course: This program is intended to make the students proficient with the basics of PowerPoint and Excel, so that companies recruiting them experience faster productivity. Placement assistance for 2nd year students : In this, Brightways team will make sure that every students will face 3 interviews. Management Jargons : We will provide 100 management jargons to every MBA student which he/ she can use on a daily Schedule to make him project as a Management student. Placement interview session : We will conduct special interview sessions for every students to make him more competent enough. This interview session will include an video analysis with interactive session. Competitive Exam guidance : There are various competitive exams in the market for all the streams. We as a brigtways will do the awareness level for the all the exams as well as we will guide them to pass them.
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Theoretical Background
Marketing mix: Marketing mix is the specific combination of marketing elements used to achieve objectives and satisfy the target market. Marketing mix is used by all firms.
Public relation
Public relation as a concept was critically evolved in business and industry and it subsequently spread to other areas of human activity. This profession is immensely applicable in government and public institutions like corporation, municipalities, universities, hospitals, professional and social service organizations.
Key Public Relations Tools
Marketers have at their disposal several tools for carrying out public relations. The key tools available for PR include: Media Relations
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz Historically the core of public relations, media relations, includes all efforts to publicize products or the company to members of the press TV and Radio, newspaper, magazine, newsletter and Internet.
Key tools used in media relations include:
Press Kits - Include written information such as a news release, organization background, key spokesperson biographies and other supporting materials that provide information useful to reporters.
Audio or Video News Releases - These are prerecorded features distributed to news media that may be included within media programming. For instance, a local news report about amusement parks may include portions of a video news release from a national amusement park company. we are providing advertizing through local cable TV.
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Website - While hard copies of materials are used and preferred by some media, marketers are well served by an online press room that caters to media needs and provides company contact information. BRIGHTWAYZ Website
http://www.Brightwayz.com
Newsletters Marketers who have captured names and addresses of customers and potential customers can use a newsletter for regular contact with their targeted audience. Newsletters can be directed at trade customers, final consumers or business buyers and can be distributed either by regular mail or electronic means (i.e., e-newsletters delivered via email or rss feed). Marketers using newsletters strive to provide content of interest to customers as well as information on products and promotions. A bookstore may include reviews of new books, information on online book chats 19
A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz and information on in-store or online promotions. A food manufacturer may include seasonal recipes, information on new products and coupons. Online newsletters offer the opportunity to link to stores carrying the marketer's products. Effective newsletters are sought out by and well received by interested audiences.
Special Events Special events can be designed to reach a specific narrow target audience, such as individuals interested in college savings plans to major events like a strawberry festival designed to promote tourism and regional agriculture. Stunts, such as building the worlds largest ice cream sundae during National Ice Cream month captures the attention of an audience in the immediate area, but also attracts the attention of mass media such as TV news and major newspapers, which provide broad reach. The Oscar Mayer Weiner mobile is a classic example, providing a recognizable icon that travels the country garnering attention wherever it visits. As with all PR programs, special event planners must work hard to ensure the program planned conveys the correct message and image to the target audience. Sponsorships We can adopt following types of sponsorships: Sports sponsorship: major sporting events have the advantage of being attended and (more importantly) watched by large numbers of people. They also attract significant media coverage. Educational sponsorship; This can take several forms from the sponsoring of individual students at college through to the provision of books and computers nationwide using the redemption of product or store-related vouchers. E.g.: We can help engineering, MBA students for developing their projects and providing them summer internship. We can sponsor them by providing our available system.
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz Festivals sponsorship: on this type of sponsorship for some cultural event specially. Like Ganesh festivals, Dahi handi festivals, Garbha, etc.
I would like to suggest following steps in order to decide sponsorship strategy: 1) Analyze the current situation: look at which other businesses are sponsoring in the target area. Are competitors already doing this and is it providing them with an advantage? 2) Define the sponsorship objectives: e.g. raise awareness of the brand; build an image; promote a new product. 3) Agree the strategy: how does the sponsorship fit in with any other program? 4) Develop the tactics: agree the details of what to sponsor, price, timing etc 5) Define the target audience 6) Consider what resources are needed to make the sponsorship a success.
Employee Relations Company gave importance to the employees as much as they give importance to the customer. In order to increase a performance of employees, boost their moral, company conducts various activities for welfare of employee activities like free yoga camp for the betterment of employees physically and mentally make them strong company also try to part of their social event like celebrating various festivals in office and if employees are healthy they can perform better thats why company conduct health checkup camp for their employees.
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz Community Relations and Philanthropy For many companies fostering good relations with key audiences includes building strong relationships with their regional community. Company conducts these camps for a society. Blood donation camp Eye checkup Health checkup
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Need of Public Relations and Its Sub-Activities

Like other aspects of marketing promotion public relations is used to address several broad objectives including:
Building Product Awareness When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events.
In order to move further need to create awareness about Brightwayz in the market. At this stage Brightwayz is the introduction stage so thats why they need to do heavy promotion at this movement.
Creating Interest Whether a PR placement is a short product article or is included with other products in round up article, stories in the media can help entice a targeted audience to try the product. For example, around the holiday season, a special holiday food may be
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz promoted with PR through promotional releases sent to the food media or through special events that sample the product. Not only creating awareness is important with the help of all the tools but also make the target audience interested in that product with the help of some interesting PR activity.
Like special education module like shoppers marketing.
Providing Information PR can be used to provide customers with more in depth information about products and services. Through articles, collateral materials, newsletters and websites, PR delivers information to customers that can help them gain understanding of the product. As Brightwayz is in introduction phase they need to educate people about their offering product basket with the help of PR activity like liflet, newspaper, and social media. Which enables Brightwayz convey information about their product about final target audience
Stimulating Demand A positive article in a newspaper, on a TV news show or mentioned on the Internet, often results in a discernable increase in product sales. With the help of PR activity like social media, print, electronic Brightwayz can increase their product sales.
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Opportunities and Trends in Public Relations

Until recently most public relations activity involved person-to-person contact between PR professionals and members of the media, such as journalists and television news reporters. However, several trends are developing that alter the tasks performed by PR people. In most cases these changes are the result of new Internet technologies that are quickly gaining widespread acceptance among Internet users and are becoming new media outlets in their own right. PR Trends: Blogs Blogs, short for weblogs, are a phenomenon that shows just how powerful and influential the Internet has become as a communication medium. Millions of blogs are now available and specialized search engines have been developed to search millions of postings. Blogs may be most famous as a tool for political discussion, but they are also becoming an important communication tool for public relations.
RSS Feeds An important trend for delivering company information is through an Internet technology known by the acronym RSS (what it stands for depends on who you ask but most accepted name is Really Simple Syndication). This technology makes it easy for people to know when new content is posted to a website. RSS makes it easy for people to know when new content is posted to a website. Brightwayz need to grab this opportunity.
Podcasting The emergence of the Apple iPod and other digital audio players has significantly altered how people listen to music by allowing easy downloading of desired songs. But the use of audio 25
A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz players is not limited to music downloads; a fast growing application is to deliver other content including programming. Public relations may soon find podcasting to be a quick and easy way to send out audio news releases and other promotional material.
Social Media Marketing
Marketing has always been a crucial part of a business. Good companies have become great on the sheer basis of effective marketing strategies. In the era of huge competition, organizations are going great length to advertise and promote their products and earn valuable customer loyalty. The concept of marketing has kept evolving with the passage of time. Companies are forced to adopt new changes in their marketing strategies to remain relevant. If there is one factor that has really affected the way marketing plans are being defined then it must be technology. Marketing of Brightwayz with the help of social media. It is also good opportunity to develop good PR activities and Brightwayz should grab it. With the help of social media (facebook). While working in company I have started PR activity on facebook for Brightwayz. But company needs to increase the use of social media.
Youtube is also good medium to develop public relation. This opportunity also needs to grab by Brightwayz. Upload video sessions in YouTube to create awareness.
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SMS MARKETING :-
Mobile marketing can refer to one of two categories of internet. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone. (this is an example of horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards.
Online library: Online library on the basis of membership & free trails. Whereas on number of books are available according to subject wise or category. 27
Road show & role play: Road show and role play in college fest. A Brightwayz having education product basket they need to build good PR with education institutes and their students for that doing role play and show in colleges and college premises its very good opportunity to build awareness about product.
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Challenges Methods, Tools, and Tactics of PR
Specific public relations disciplines include: Financial public relations communicating financial results and business strategy Consumer/lifestyle public relations gaining publicity for a particular product or service Crisis communication responding in a crisis Internal communications communicating within the company itself Government relations engaging government departments to influence public policy
Within each discipline, typical activities include publicity events, speaking opportunities, press releases, newsletters, blogs, social media, press kits and outbound communication to members of the press. Video and audio news releases (VNRs and ANRs) are often produced and distributed to TV outlets in hopes they will be used as regular program content. Building and managing relationships with those who influence an organization or individuals audiences has a central role in doing public relations. After a public relations practitioner has been working in the field, they accumulate a list of relationships that become an asset, especially for those in media relations.
Audience targeting A fundamental technique used in public relations is to identify the target audience, and to tailor messages to appeal to each audience. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages.
Messaging Messaging is the process of creating a consistent story around a product, person, company or service. Messaging aims to avoid having readers receive contradictory or confusing information that will instill doubt in their purchasing choice or other decisions that have an impact on the
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz company. Brands aim to have the same problem statement, industry viewpoint or brand perception shared across sources and mediums. Social media marketing Marketing has always been a crucial part of a business. Good companies have become great on the sheer basis of effective marketing strategies. In the era of huge competition, organizations are going great length to advertise and promote their products and earn valuable customer loyalty. The concept of marketing has kept evolving with the passage of time. Companies are forced to adopt new changes in their marketing strategies to remain relevant. If there is one factor that has really affected the way marketing plans are being defined then it must be technology.
Other techniques Litigation public relations is the management of the communication process during the course of any legal dispute or adjudicatory processing so as to affect the outcome or its impact on the clients overall reputation (Haggerty, 2003).
Ethics The field of public relations is generally highly un-regulated, but many professionals voluntarily adhere to the code of conduct of one or more professional bodies to avoid exposure for ethical violations. The Chartered Institute of Public Relations, the Public Relations Society of America and The Institute of Public Relations are a few organizations that publish an ethical code. Still,Edelman's 2003 semi-annual trust survey found that only 20 percent of survey respondents from the public believed paid communicators within a company were credible.
Spin (public relations) Spin has been interpreted historically to mean overt deceit meant to manipulate the public, but since the 1990s has shifted to describing a "polishing of the truth."Today spin refers to providing a certain interpretation of informant meant to sway public opinion. Companies may use spin to create the appearance of the company or other events are going in a slightly different direction than they actually are.within the field of public relations, spin is seen as a derogatory term,
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz interpreted by professionals as meaning blatant deceit and manipulation. Skilled practitioners of spin are sometimes called "spin doctors." The techniques of spin include selectively presenting facts and quotes that support ideal positions (cherry picking), the so-called "non-denial denial," phrasing that in a way presumes unproven truths, euphemisms for drawing attention away from items considered distasteful, and ambiguity in public statements. Another spin technique involves careful choice of timing in the release of certain news so it can take advantage of prominent events in the news.
Negative PR Negative public relations, also called dark public relations (DPR), is a process of destroying the target's reputation and/or corporate identity. The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival. DPR may rely on IT security, industrial espionage, social engineering and competitive intelligence. Common techniques include using dirty secrets from the target, producing misleading facts to fool a competitor. Some claim that negative public relations may be highly moral and beneficial for the general public since threat of losing the reputation may be disciplining for companies, organizations and individuals. Apart from this, negative public relations helps to expose legitimate claims against one.
Politics and civil society In Propaganda (1928), Bernays argued that the manipulation of public opinion was a necessary part of democracy. In public relations, lobby groups are created to influence government policy, corporate policy, or public opinion, typically in a way that benefits the sponsoring organization. When a lobby group hides its true purpose and support base, it is known as a front group.Front groups are a form of astroturfing, because they intend to sway the public or the government without disclosing their financial connection to corporate or political interests. They create a fake grass-roots movement by giving the appearance of a trusted organization that serves the public, when they actually serve their sponsors.
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Case Study of Start Up companies for improving their Public Relation
For this project, I worked with Nirmala Consol Private Limited for defined span to understand the requirement of public relations for any small scale companies for improving its brand presence which ultimately results them to increase the sales. They are having 3 subsidiaries under their brand which is as mentioned below : 1) Consol mark : this is purely into marketing solution provider company 2) Consol Civil : This is purely into the real estate 3) Brightwayz : This deals with education sector and purely into the MBA segment I was working with Brightwayz to understand its target group and reaching them through various means of Public relations. We did extensive study of the defined target group and reaching media which can be easily accessed by them. Target Group : MBA 1st year students We had various available options as mentioned : 1) Newspaper Articles : Paid and covered articles 2) Website Media : www.Brightwayz.com 3) Social media Marketing tools Facebook, 4) Conference meet of various MBA colleges
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz We did combined all the 4 activities as mentioned above to raise the awareness of our target grpup and was successful to create effective branding for the same. 1) Newspaper Coverage in Local Newspaper :
2) Website : www.Brightwayz.com
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz 3) Facebook page : https://www.facebook.com/BrightWays4U
With this activities and with less investment , we got success of raising the awareness level for the same brand. and in the future, Brightwayz is looking forward to achieve various new trends of public relations.
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What makes PR so powerful? People often see through advertising, but a product mentioned in the context of a news report or print feature story gives it a passive endorsement and third-party credibility advertising just can't buy. A new PR likely to move people to action than conventional advertising, and a good public relations strategy is the way to get the media to seek you out. How can you make the PR process work for you? Let me walk you through 10 rules you need to create an effective PR plan to give your product competitive advantages in your market: 1. Know your market. The more specific you can get about which community should use your product, the easier it will be to identify which media you need to work with. Be very narrow in your target, realizing that no product ever commands 100 percent market share, nor does it need to in order to be successful. 2. Identify the product benefits relevant to your market. Features aren't as important as what your product does for your potential clientele. Remember, at this stage you're trying to sell your product or service to the media so your story will get published. Let them know the benefits and show them the numbers to prove that your product saves users time and money--or makes money. 3. Establish your product as unique. It's important to be able to prove your product is "xtimes" faster, better, cleaner or more cost-effective than your competitors' product or industry standard. Such specific and proven advantages will provide the media concrete evidence to feature your product over anyone else's. 35
A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz 4. Source and use testimonials. All other things equal, testimonials are one of the strongest ways to enhance the credibility of any promotional piece. This also holds true for your editorial piece as well. The main difference will be the way the testimonial is presented. While in some promotional pieces you might get away with someone named "C.K." from Omaha who says your widgets are "great." However an editorial piece needs to be about a targeted benefit. 5. Target the media used by your target market. Find out which media outlets your target market typically reads, views or listens to. In many cases, you'll be able to identify specific journals or programs for the industry you are targeting. If it's not obvious, you may need to do some research to find out which media are most seen or read by your target market. You can get this information from SRDS and any of the Bacon's directories. These types of publications outline available newspapers, magazines, newsletters, radio and television broadcasts according to locality and special interest groups. They also provide names and contact information for key editors. 6. Prepare your press release to be printed as is. Start your release with a great headline and make sure it also follows AP style guides so a journalist can (if they so choose) cut and paste your copy for their story needs. Your first paragraph should be no more than 25 words and needs to both explain the headline and summarise the story. Journalists spend on average of seven seconds "speed reading" the hundreds of news releases they receive each day, so the first 25 words are critical. And remember to keep your editorial to one page or less. 7. Sell your release. Make a phone call to the person named in the media guide. Let them know you have a story that may interest them and their readers. Give them the headline 36
A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz and the first paragraph. They'll make a decision then and there whether they like it or not. A "yes" or "maybe" means "send me a fax or email with more information." Then, forward immediately marked clearly to their attention. Earn the right to follow up by asking if you can call back the next day or at some other specific time, depending on publication dates. 8. Follow up. Call your contact when you said you would to confirm whether or not they received the information you sent and offer to provide more information if necessary. 9. Keep in contact. But don't be pushy. If the story is of value, it will sell itself. All you should do is provide your contact with the convenience of more information. This is also a good way to make sure your press release gets a second look. 10. Use a photograph. A photograph can literally sell a thousand words. Daily media are more photo-conscious than ever, and are more interested in photos than the monthly special interest magazines or trade journals. Those publications are usually only interested in a photograph if it educates or informs the reader. Are these steps a guarantee of publication, broadcast and success? No. But by following them, you'll immediately increase your chances of success and you'll also start to build the good media relationships you'll need for the future. You'll also give your product a strong competitive advantage in the media market, while any results you do achieve from "free press" will be more effective.
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Data Analysis & Interpretation

As a summer trainee, we were part of designing logo, brochure, facebook page and websites.
Facebook page:
During my internship I was the admin of the facebook page.
CHART REPORT
Overview:
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This chart indicates total overview about the facebook page publicity performance. Talking about the page:
Website
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There are many advantages to having a professional business website for your company; with a well-designed website your business will be available to potential customers 24 hours a day, 7 days a week, and 365 days a year. Potential customers who are already searching for your services and products can find your business through search engines and your website will allow customers to go online and research your products and services from the convenience and comfort of their own home.
I am also a part of group which is organizing blood donation campaign.
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During my internship when new students come on that time I was explained them about brightwayz and try to help them to take decision which course is suitable as per their qualification.
I also helps bachelor students how to prepare CMAT exam. I have prepared presentations for the college seminars and compaign and also give presentations.
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SWOT ANALYSIS
Strength:
Qualitative product Good faculty (Teachers are from VJTI, SP JAIN) Affordable price Convenient location for central line
Weakness Convenient for central line only, for harbour line as well as western line it is not convenient. Company is in Mumbai only Area of institutes is very small They do not do heavy promotion Weak PR strategy Financial problem
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Opportunity In Mumbai global scope Online learning Tie up with educational institutes They can get students from various streams like B COM, BSC, BMS, and ENGINEERING.
Threats Competitors Polish in gem in u (7 planet) are in also same field English speaking classes Institutes
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FINDINGS
BRIGHTWAYZ is lacking in visibility factor. They are not able to communicate with their consumer in effective manner. BRIGHTWAYZ Public relation strategy is not good. BRIGHTWAYZ does not do proper use of social media marketing to increase a PR BRIGHTWAYZ having the best quality but customers are having cost problem. BRIGHTWAYZ not able to create there visibility through big banner, stickers and flex in all over Mumbai. BRIGHTWAYZ not able to satisfy the basic doubts which are arising in the minds of Consumer. BRIGHTWAYZ is not providing the proper attention to the small areas which need to be handled like proper departmentalization etc. BRIGHTWAYZ has to fast in their approach. They have diversified products and quality oriented products. But then also they defeated by local players. BRIGHTWAYZ has to think on this issue and has to come with proper strategy. BRIGHTWAYZ is not focusing on all area. E.g. Mumbai: They have not reach up to the kalyan city whose population city is more than 25 lacks. In order to cover all these drawbacks mentioned, there are some suggestions from my side which will help CONSOL in future in long term.
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SUGGESTIONS
As per my findings mentioned above, there are some suggestions which I would like to recommend to the organization for its better working, which would help them to work in much more safe environment and increase growth of the organization. The suggestions are mentioned below:-
As a MMS graduate, I learned many essential things while working on this project. They must focus on the PR department and improve their PR strategies. More investment on development of PR strategies. Social media marketing is weak, they must do more of social media marketing because it is an educational product so social media markets will help to spread the awareness of the product to the target audience. Online library: they must open library for members only and free trial must also be made available. To survive in the market they must also increase their product line. E.g. Specialized product like STPD, Retail management, Pay roll. Tie up with educational institutes. Upload video on search engines to create awareness. SMS Marketing is also good opportunity to maintain Public Relation. Brightwayz need to grab this opportunity.
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As per SWOT Analysis I would like to suggest these Strategies

Brightwayz provides educational product is better than other competitors. They provide combo product. Brightwayz having popular location for central line but its not convenient for harbour or western line to survive in the market Brightwayz need to work on this. Brightwayz providing affordable price as compare to other competitors. Brightwayz head office in Mumbai only. They need to expand their business. Faculty of Brightwayz is well qualified as they are from VJIT & SP JAIN. Area of institutes is very small if they want to expand their business they need to focus on that. They can get student from various streams like BCOM, BSC, BMS, ENG. If Brightwayz want to expand their business they need to develop their PR strategy. They need to do heavy promotion.
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CONCLUSION
PR is a necessary tool of marketing with which we can create the buzz with.respect.to our product. We have to consider following point while drafting our Public relation strategy as mentioned: 1) Type of product 2) Vision and mission of company 3) Marketing Budget 4) Target group 5) Location needs to be targeted 6) Competition 7) Government Policies By considering above points, we can draft proper PR marketing strategy for any company or for any product. We can use following tools to increase the effectiveness of our public relations as mentioned below 1) News paper ad 2) Website 3) Social Media Marketing tools 4) Media Tools 5) Events We can combine all Public relations has been defined as the interaction of a business with its customer base, and or with prospective customers. This interaction can take various forms, which may include events such as trade shows, marketing promotions, customer relations 47
A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz initiatives and other such efforts in which the business and the public interacts major tools to create effective public relation . PR communications are not perceived in the same light as advertising that is, the public does not realize the organization either directly or indirectly paid for them they tend to have more credibility. The fact that the media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible.
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz BIBLIOGRAPHY
Marketing management 11th edition (Philip kotler) Advertising management 2nd edition (P.K. Agarwal)
Effective Public Relations and Media Strategy (C.V. Narasimha) www.Brightwayz.com
http://www.socialmediamarketing.com/
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A Study of Public Relations - it's Need, Challenges and Opportunities for Brightwayz

Definitions of PR by some renowned people:

To understand and discuss various strategies for public relation.

To execute the various media / public relation strategy.

To understand the need of social media Marketing module for business.

This company is bifurcated into following subsidaries.They all are as follows :

BrightWays : Business Services

Literature Review: Brightwayz

Clients : Students from Sasmira, Rajiv Gandhi Institute BGIMS MIMR

Managing Director Mr. Niketan Taware

Process In-charge Mr.Abhishek Khedekar

Marketing In-Charge Mr.Amey Shrotri

Finance In charge Mr.Naveen Alle

Operational In-Charge Mr.Pankaj Murudkar

System & Content in charge Mr. Kaivalya Mawale

Managing Director, MBA-Marketing,

Mr.Amey Shrotri : Marketing In-Charge

Benefits given by the Company

Key Public Relations Tools

Key tools used in media relations include:

Need of Public Relations and Its Sub-Activities

Like special education module like shoppers marketing.

Opportunities and Trends in Public Relations

Social Media Marketing

Challenges Methods, Tools, and Tactics of PR

Case Study of Start Up companies for improving their Public Relation

Data Analysis & Interpretation

During my internship I was the admin of the facebook page.

I am also a part of group which is organizing blood donation campaign.

As per SWOT Analysis I would like to suggest these Strategies

Effective Public Relations and Media Strategy (C.V. Narasimha) www.Brightwayz.com

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