PUBLIC RELATION

MEDIA

SUBJECT : PUBLIC REALTIONS

MANAGEMENT
SUBMITTED TO : PROF. VIJAY KAPOOR
COLLEGE : BHAVAN’S COLLEGE
CLASS : S.Y. B.M.S. (B)
ACADEMIC YEAR : 2009-2010
(SEMESTER-IV)
SUBMITTED BY:
SWATI TIKKU 101
RITEN SAKHIYA 85
JAIVEER DUGGAL 21
POOJA PATIL 76
JASBIR MAAN 50
SNEHAL RAMTEKKAR 82
INDEX
➢ INTRODUCTION…………………………………………………………

………………………. 3

➢ TYPES OF MASS MEDIA FOR PR

COMMUNICATION……………………………. 4

➢ PRINT

MEDIA………………………………………………………………………

…………….. 5

➢ TYPES OF PRINT

MEDIA………………………………………………………………………

➢ ELECTRONIC MEDIA AND ITS

TYPES……………………………………………………. 8

➢ OUTDOOR ADVERTISING

MEDIA……………………………………………………….. 9

➢ TYPES OF OUTDOOR

ADVERTISING……………………………………………………. 10

➢ DIFFERENT PUBLIC RELATIONS

MEDIA………………………………………………. 12
➢ OUTSOURCING OF PUBLIC

RELATIONS………………………………………………. 14
INTRODUCTION
Public Relations (PR) are the practice of managing the communication
between an organization and its publics. Public relations gains an
organization or individual exposure to their audiences using topics of public
interest and news items that provide a third-party endorsement and do not
direct payment. Common activities include speaking at conferences, working
with the media, crisis communications, social media engagement and
employee communication. It is something that is not tangible; this is what
sets it apart from advertising.
PR can be used to build rapport with employees, customers, investors,
voters, or the general public. Almost any organization that has a stake in
how it is portrayed in the public arena employs some level of public
relations. There are a number of related disciplines falling under the banner
of Corporate Communications, such as Analyst Relations, Media Relations,
Investor Relations, Internal Communications and Labour Relations.
There are many areas of public relations, but the most recognized are
financial public relations, product public relations, and crisis public relations.
• Financial public relations deal with providing information mainly to
business reporters.
• Product public relations deal with gaining publicity for a particular
product or service through PR tactics rather than using advertising.
• Crisis public relations deal with responding to negative accusations or
information.
Public relations include ongoing activities to ensure the organization has a
strong public image. Public relations activities include helping the public to
understand the organization and its products. Similar to effective advertising
and promotions, effective public relations often depends on designing and
implementing a well-designed public relations plan. The plan often includes
description of what you want to convey to whom, how you plan to convey it,
which is responsible for various activities and by when, and how much
money is budgeted to fund these activities. Similar to advertising and
promotions, a media plan and calendar can be very useful, which specifies
what media methods that are used and when.

Often, public relations are conducted through the media, that is,
newspapers, television, magazines, etc. Publicity is mention in the media.
Organizations usually have little control over the message in the media, at
least, not as much as they do in advertising. Regarding publicity, reporters
and writers decide what will be said.
TYPES OF MASS MEDIA FOR PR
COMMUNICATION
Mass media are media, which can be used to communicate and interact with
a large number of audiences. Be it the pictorial messages of the early ages,
or the high-technology media that are available today, one thing that we all
agree upon, is that mass media are an inseparable part of our lives.
Entertainment and media always go hand in hand, but in addition to the
entertainment, mass media also remain to be an effective medium for
communication, dissemination of information, advertising, marketing and in
general, for expressing and sharing views, opinions and ideas. Mass media is
a double-edged sword which means that there are positive effects of media
as well as negative influences of media. Here are some of the different types
of mass media: .

PRINT MEDIA:
The print media includes newspapers, magazines, brochures, newsletters,
books and even leaflets and pamphlets. Visual media like photography can
also be mentioned under this sub-head, since photography is an important
mass media, which communicates via visual representations. Although, it is
said that the electronic or new media have replaced the print media, there
exists a majority of audiences who prefer the print media for various
communication purposes. Public and event organizing can also be
considered as a form of mass media.

ELECTRONIC MEDIA:
For many people, it is impossible to imagine a life without their television
sets, be it the daily news dose or even the soap operas. This mass media
includes television and radio. This category also includes electronic media
like movies, CDs and DVDs as well as the new hottest electronic gadgets.
.

NEW-AGE MEDIA:
With the advent of new technologies like Internet, we are now enjoying the
benefits of high technology mass media, which is not only faster than the
old-school mass media, but also has a widespread range. Mobile phones,
computers and Internet are often referred to as the new-age media. Internet
has opened up several new opportunities for mass communication which
include email, websites, blogging, Internet tv and many other mass media
which are booming today.
PRINT MEDIA
The print media is considered to be one of the most flourishing medium of
communication today. This medium is also particularly very popular to reach
the target audience for advertisers. The different types of print media give a
plethora of options for people to reach a varied bracket of users. So, be it
newspapers or magazines, every medium has its particular advantages, a
thing which should be considered to be of utmost importance by all
advertisers and clients. However, print media also has its own
disadvantages. Here, we shall take a quick look at the advantages and
disadvantages of print media.

Advantages of Print Media:

1) Different types of print media (newspapers and magazines) have a
loyal readership. This can be very useful for advertisers as compared
to advertising on the Internet.
2) If you are targeting a particular geographical area, you can do so with
ease through print media. For example, a local newspaper would be a
best medium to advertise about a new shopping complex.
3) You can choose the size of the advertisement space. This will help you
to plan the budget of the expenses to be incurred while advertising.
4) Certain forms of print media have a very loyal fans following in terms
of readers. This would guarantee you added readership.
5) Magazines and newspapers are always in the eye amongst public.
Magazines are read for a period of a month, which brings more
attention to an advertisement.
6) You can even advertise through brochures or leaflets depending upon
your target audience. If the information is in detail, a brochure can
prove to be an apt option. A leaflet in that case, would be useful for a
brief message.

Disadvantages of Print Media:

1) The cost incurred can sometimes be expensive considering the
medium you choose.
2) The shelf life of any particular print medium is limited. Newspapers for
example, are amongst the public eye only for a day.
3) This medium may not always give you a wide reach. Internet, on the
other hand, can target a global audience.
4) There is a limitation in terms of the kind of people who may actually
read your message. The particular newspaper may not actually be
 accessible every time to your target group, which means, your
message may be missed! The Internet on the other hand, can be
accessed from anywhere.
5) You may have to plan months in advance to advertise in print media. It
does not offer you flexibility when you are faced with a tight deadline.
6) Advertisements may get lost in all the clutter of editorial and ads by
competitors.
TYPES OF PRINT MEDIA
I. NEWSPAPERS:
Newspapers are one of the traditional mediums used by businesses, both big
and small alike, to advertise their businesses
Advantages
1) Allows you to reach a huge number of people in a given geographic
area
2) You have the flexibility in deciding the ad size and placement within
the newspaper
3) Your ad can be as large as necessary to communicate as much of a
story as you care to tell
4) Exposure to your ad is not limited; readers can go back to your
message again and again if so desired.
5) Free help in creating and producing ad copy is usually available
6) Quick turn-around helps your ad reflect the changing market
conditions. The ad you decide to run today can be in your customers'
hands in one to two days.
Disadvantages
1) Ad space can be expensive
2) Your ad has to compete against the clutter of other advertisers,
including the giants ads run by supermarkets and department stores
as well as the ads of your competitors
3) Poor photo reproduction limits creativity
4) Newspapers are a price-oriented medium; most ads are for sales
5) Expect your ad to have a short shelf life, as newspapers are usually
read once and then discarded.
6) You may be paying to send your message to a lot of people who will
probably never be in the market to buy from you.
7) Newspapers are a highly visible medium, so your competitors can
quickly react to your prices
8) With the increasing popularity of the Internet, newspapers face
declining readership and market penetration. A growing number of
readers now skip the print version of the newspaper (and hence the
print ads) and instead read the online version of the publication.

I. MAGAZINES:
Magazines are a more focused, albeit more expensive, alternative to
newspaper advertising. This medium allows you to reach highly targeted
audiences.
Advantages
1) Allows for better targeting of audience, as you can choose magazine
publications that cater to your specific audience or whose editorial
content specializes in topics of interest to your audience.
 2) High reader involvement means that more attention will be paid to
your advertisement
3) Better quality paper permits better colour reproduction and full-colour
ads
4) The smaller page (generally 8 ½ by 11 inches) permits even small ads
to stand out.

Disadvantages
1) Long lead times mean that you have to make plans weeks or months
in advance
2) The slower lead time heightens the risk of your ad getting overtaken
by events
3) There is limited flexibility in terms of ad placement and format.
4) Space and ad layout costs are higher

I. NEWSLETTER
In its simple meaning, a newsletter is a form of advertising that is sent
periodically. It is a regularly distributed publication that is mostly about one
main topic, and is of interest to its subscribers. Newsletters are delivered via
email. Newsletters are normally used by owners of the websites to
communicate and advertise themselves to their readers or subscribers.
Advantages
1) Newsletters help you to promote your business. Basically a newsletter
motivates customers to buy from you.
2) A general newsletter contains articles and an appropriate vision and
mission of the business. This information helps customers to
understand your business.
3) Newsletters are an effective communication tool. Creative newsletters
can be appreciated by the clients and hence increase the
communication between businesses and clients.
4) As mentioned above, a newsletter is a cost effective tool, but it can be
used as a source of income by putting advertisements in it.
Disadvantages
1) To receive a newsletter client must provide their email address, which
in some cases people reluctant to do so fearing that their email
address could be passed to other organizations, resulting hundreds of
junk emails.
2) In some cases a newsletter may not be received by the recipient.
Reasons for this could be the spam filters used by many people. So a
newsletter might not get through to those who have subscribed
because is rejected as spam.

I. BROCHURES
Brochures give detailed information about the product. These are mainly
distributed at events or even at the main outlet when a consumer needs to
read in detail about the product.
Advantages
1) You have total control over what is said and how it is said.
2) You control where your brochure is placed as well as who gets it.
 3) Brochures are flexible as you can choose the type of printing, paper and size
to fit your budget and marketing needs.
Disadvantages
1) Distribution of brochures to a small target audience is economical but the
cost would be prohibitive when used to target a mass audience. Other types
of advertising and promotional material and media may be more economical
for reaching a large audience.
2) If there is a change in information related to your business, the brochure will
become outdated resulting in waste of money.

ELECTRONIC MEDIA AND ITS

TYPES
Electronic media are media that use electronics or electromechanical energy
for the end user (audience) to access the content. This is in contrast to static
media (mainly print media), which are most often created electronically, but
don't require electronics to be accessed by the end user in the printed form.
The primary electronic media sources familiar to the general public are
better known as video recordings, audio recordings, multimedia
presentations, slide presentations, CD-ROM and Online Content. Most new
media are in the form of digital media. However, electronic media may be in
either analog or digital format.
I. RADIO
Advantages
1) Radio is a universal medium enjoyed by people at one time or another
during the day, at home, at work, and even in the car.
2) The vast array of radio program formats offers to efficiently target
your advertising dollars to narrowly defined segments of consumers
most likely to respond to your offer.
3) Gives your business personality through the creation of campaigns
using sounds and voices
4) Free creative help is often available
5) Rates can generally be negotiated
6) During the past ten years, radio rates have seen less inflation than
those for other media
Disadvantages
1) Because radio listeners are spread over many stations, you may have
to advertise simultaneously on several stations to reach your target
audience
2) Listeners cannot go back to your ads to go over important points
3) Ads are an interruption in the entertainment. Because of this, a radio
ad may require multiple exposure to break through the listener's
"tune-out" factor and ensure message retention
4) Radio is a background medium. Most listeners are doing something
else while listening, which means that your ad has to work hard to get
their attention.

I. TELEVISION
Advantages
 1) Television permits you to reach large numbers of people on a national
or regional level in a short period of time
2) Independent stations and cable offer new opportunities to pinpoint
local audiences
3) Television being an image-building and visual medium, it offers the
ability to convey your message with sight, sound and motion
Disadvantages
1) Message is temporary, and may require multiple exposures for ad to
rise above clutter.
2) Ads on network affiliates are concentrated in local news broadcasts
and station breaks
3) Preferred ad times are often sold out far in advance
4) Limited length of exposure, as most ads are only thirty seconds long or
less, which limits the amount of information you can communicate
5) Relatively expensive in terms of creative, production and airtime costs

OUTDOOR ADVERTISING MEDIA

Outdoor advertising reaches its audience as an element of the environment.
Unlike newspaper, radio or TV, it doesn't have to be invited into the home.
And it doesn't provide entertainment to sustain its audience.
Advantages:
1) Since it is in the public domain, Outdoor Advertising assuredly reaches
its audience. People can't "switch it off" or "throw it out." People are
exposed to it whether they like it or not. In this sense, outdoor
advertising truly has a "captured audience."
2) Its messages work on the advertising principle of "frequency." Since
most messages stay in the same place for a period of a month or
more, people who drive by or walk past see the same message a
number of times.
3) Particular locations can be acquired for certain purposes. A billboard
located a block in front of your business can direct people to your
showroom. Or you can reach rural areas efficiently by placing a
billboard in each small town.
4) Outdoor advertising is an excellent adjunct to other types of
advertising you are doing. In fact, it is most effective when coupled
with other media.
Disadvantages
1) Outdoor advertising is a glance medium. At best, it only draws 2-3
seconds of a reader's time.
2) Messages must be brief to fit in that 2-3 second time frame. Ninety-
five percent of the time, either the message or the audience is in
motion.
3) The nature of the way you have to buy outdoor advertising (usually a
three month commitment) is not conducive to a very short, week-long
campaign.
TYPES OF OUTDOOR ADVERTISING
I. BILLBOARD
Billboard is a sheet of paper on which the advertising message is written and
pasted on the cardboard or a wooden plank. They can be conveniently
displayed on a wall or on an electronic pole.
Advantages
1) Big, splashy messages attract attention. Using this medium you must
be short and to the point.
2) Your ad has impact. Technology is allowing for more and more
innovations like talking, moving, smoking, changing and twinkling
billboards. Hot air balloons, blow-ups, flags, banners and other eye-
catching devices are an option, too. You can even hire "rolling
billboards" on the back of a truck that drives a route you choose to
make sure your billboard is seen by the right audience numerous
times.
3) Your ad reaches lots of people, many of whom see it repeatedly as
they travel regular routes.
Disadvantages
1) It's hard to reach a specific audience. You might be able to target a
neighbourhood, but can't be more specific than that.
2) Your creativity is inhibited by space limitations.
3) It's hard to measure its effectiveness.
4) Your ad may become weathered or vandalized.
5) Costs can be quite reasonable for a billboard that you want to leave up
for a sustained amount of time. However, innovative adaptations can
become quite expensive.

I. NEON SIGNS/ ELECTRIC SIGNS

They are extensively used in cities for communication the advertising
message. The cost of maintaining the electric signs is very high. Neon sign is
one example of electric display. They are more attractive as compared to
posters during evening and night times.
II. SKYWRITING/SKY ADVERTISING/BALLOON ADVERTISING
Sky advertising is a recent addition in the field of outdoor advertising. It may
take the form of balloons or sky-banners. The outcome of skywriting cannot
be evaluated and it has only reminder value.
III. SANDWICH BOARDS/SANDWICHMAN
In this, a man hangs one poster on each side and moves slowly on the busy
streets of a city. The man is called sandwichaman as he is sandwiched
between the two boards. There is advertising message on these boards. This
is a cheap method of advertising and can be used only in local market. It is
the oldest form of outdoor advertising and is gradually disappearing due to
overcrowding of streets.
 IV. TRANSIT ADVERTISING/TRANSPORT ADVERTISING
This is a recently developed form of outdoor advertising. In transit or
transport advertising vehicles such as buses, trains, trams and cars are used
for communication advertising message. The local trains of Railways, BEST
buses and ST buses are examples of transport advertising. Transit
advertising can be of three types:
• Car cards
• Stickers
• Station displays

I. TRADE SHOWS AND FAIRS

Trade Shows and Fairs are arranged by trade associations and other
agencies for the benefit of manufactures and traders. In such fairs stalls are
provided on rental basis were the manufacturers and traders can advertise
and sell their products through their stalls.
DIFFERENT PUBLIC RELATIONS
MEDIA
i. HOUSE JOURNAL
The house journal is an in-house magazine for private circulation only. The
word house means trading establishment and organ means medium of
communicating information or opinion. The house journal is published in
order to keep the employee, customer, shareholder, investors informed. It
serves as a useful and common platform to convey the views of the
management.

ii. PUBLIC ADDRESS SYSTEM

A public address or "PA" system is an electronic amplification system with
a mixer, amplifier and loudspeakers, used to reinforce a given sound, e.g., a
person making a speech, a DJ playing pre-recorded music, and distributing
the sound throughout a venue or building.

Simple PA systems are often used in small venues such as school

auditoriums, churches, and small bars. PA systems with a larger number of
speakers are widely used in institutional and commercial buildings, to read
announcements or declare states of emergency. Intercom systems, which
are often used in schools, also have microphones in each room so that the
occupants can reply to the central office.

iii. PHOTOGRAPH
A picture taken by a camera is known as a photograph. They represent
illustration of life and make the subject more believable. A photograph
effectively conveys written or a spoken message in a few minutes in an
interesting and fascinating manner. The system of photography constitutes
the following: screen, contact, matt, glossy, contrasts, double weights, paper
of single weight, whole plate etc. Elements like creativity and imagination
are also present in photography.

iv. PUBLIC AFFAIR

Public affairs are a term used to describe an organisation’s relationship with
stakeholders. These are individuals or groups with an interest in the
organisation's affairs, such as MPs, civil servants, shareholders, customers,
clients, trade associations, think tanks, business groups, unions and the
media. Public affairs practitioners engage stakeholders in order to explain
the organisation's policies, provide statistical and factual information and to
lobby on issues which could impact upon the organisation's ability to operate
successfully. Their work combines government relations, media
communications, issue management, corporate and social responsibility
information dissemination and strategic communications advice. They aim to
influence public policy, build and maintain a strong reputation and find a
common ground with these stakeholders.

v. TELECONFERENCING
A teleconference is a telephone or video meeting between participants in
two or more locations. Teleconferences are similar to telephone calls, but
they can expand discussion to more than two people. Using teleconferencing
in a planning process, members of a group can all participate in a
conference with agency staff people.

Teleconferencing uses communications network technology to connect

participants’ voices. In many cases, speaker telephones are used for
conference calls among the participants. A two-way radio system can also be
used. In some remote areas, satellite enhancement of connections is
desirable.

Video conferencing can transmit pictures as well as voices through video

cameras and computer modems. Video conferencing technology is
developing rapidly, capitalizing on the increasingly powerful capabilities of
computers and telecommunications networks. Video conferencing centres
and equipment are available for rent in many locations.

Teleconferencing provides broader access to public meetings, as well as

widening the reach of public involvement. It gives additional opportunities
for participants to relate to agency staff and to each other while discussing
issues and concerns from physically separate locations. It enables people in
many different locations to receive information first-hand and
simultaneously.

vi. PAMPHLET
A pamphlet is an unbound booklet (that is, without a hard cover or binding).
It may consist of a single sheet of paper that is printed on both sides and
folded in half, in thirds, or in fourths (called a leaflet), or it may consist of a
few pages that are folded in half and stapled at the crease to make a simple
book. In order to count as a pamphlet, UNESCO requires a publication (other
than a periodical) to have "at least 5 but not more than 48 pages exclusive
of the cover pages" a longer item is a book.
OUTSOURCING OF PUBLIC
RELATIONS
Outsourcing means obtaining goods and services by contract from an
outside source. The following are the reasons why outsourcing is
undertaken:

1) To free the management from day to day operations.

2) To have accessibility to the world class capabilities.
3) To redirect resources from non-core activities towards activities that
has greater return in servicing the customers.
4) To enjoy lower cost due to economies of scale.
5) To minimize business risks and acquire innovative ideas.
6) To increase flexibility in order to meet changing business conditions.
7) To improve credibility and image by associating with superior
providers.
8) To focus on broader business issues while having details taken over by
outside expert.
PUBLIC RELATION
MEDIA

SUBJECT : PUBLIC REALTIONS

MANAGEMENT
SUBMITTED TO : PROF. VIJAY KAPOOR
COLLEGE : BHAVAN’S COLLEGE
CLASS : S.Y. B.M.S. (B)
ACADEMIC YEAR : 2009-2010
(SEMESTER-IV)
PUBLIC RELATION MEDIA

SUBJECT : PUBLIC REALTIONS

MANAGEMENT
SUBMITTED TO : PROF. VIJAY KAPOOR
COLLEGE : BHAVAN’S COLLEGE
CLASS : S.Y. B.M.S. (B)
ACADEMIC YEAR : 2009-2010
(SEMESTER-IV)