Essential qualities of PR: mental ability foreside order lines of mind n

judgment willing ness 2 thing straight n promptness decision, integrity in

d sense of mental honesty, a restrained self confidence coupled wit
initiated n resourcefulness, ability 2 see other person point of view n 2 b
as critical of 1 self as others n self centered outlook, persistence but nt 2
d point of obstinacy. D PR practitioner must have character such as
integrity, sense of judgment n logic, broad cultural background,
truthfulness n discretions, objectivity, intuition, interest in solving each
prob, ability 2 think creatively n imaginative, intellectual curiosity,
training in social science n in d mechanics of PR.

Role of PR in mgt of change: any PR activity in org cannot remain isolated

4m d needs of org. need of org tend 2 keep changing bcoz of change in d
external enviro n here PR activity has an imp role 2 play in bringing above
changes in tune wit d enviro when PR dept r set up care is 2 b taken 2
make sure tht they r able 2 carry d trust n cooperation of all those who
belong 2 d org in d case of MNS’c d function is delegated at various levels
while ensuring proper co-ordination each org has a culture of its own n d
proper PR dept plays an imp role in maintaining d cultural climate of d org
n also trigger develop simultaneously PR plays n imp role in d growth of
team wrk n integration of function ther4 Pr is essential component in d
total frame wrk of d org n its develop it also gains its own recognition.

Public opinion n formation of pub opinion: v can say tht opinion is wht 1
thinks or believes abt sumthng controversial a more or less settled
opinion in sentiments n if it is held firmly it is conviction Pub opinion meas
wat a grp of ppl wit a common interest tinks collectively abt sumtng
controversial since pub opinion is collective term its more tan no of indivi
opinion of mem of a grup acco 2 bertrand r canfield it is a complex prdt
resulting 4m d interaction of indivi opinion occurring within a grup faced
wit a controversial issue

Pub opinion if 4med by indiv who r part of grup who express their own
opinion on controversial issue pub opinion is composite opinion which
results 4m d interactions of d indiv opinion d distinctive characteristic of
pub opi is trans4mationof indivi opi in2 pub opi by grup stimuli thi
sumtimes referred 2 as t grup mind d dictionary of mass commu defines
pub opi as d expression of all mem of a grup who give attention 2 given
issue d process stars wit an interaction of indivi attitude n believes
concerning an issue it is d prdt of collective mental life which in
democracy is d majority expression n if there is minority d expression of d
minority d opi of ppl in a grup r influenced by wat they hear 4m opi
leaders n other mem of grup or person 4m outside grup, read in news
papers books n magazines, see in life on TV or own experience, they r also
influenced by own needs, emotions, experience, education pub opi
emerges out of d interactions of indivi attitudes opi n grup opi 2 day bcoz
of edu n improved commu pub opi is made more rationally ppl weigh
judgment until tey have fact fig or any proof.

Employee relation: employee comm. Means sharing of org info amg d

employee it is d process of est relationship, commitment n mgt while
designing an employee comm. Program me d PR dept must focus on
understanding d composition of d employee 2 whom d commu id directed
d pub relation officers must know d needs obj n prob of his employee it is
also imp 2 identify d diff types of employee acco 2 their status position,
privileges n wat is d impression of d employee 2 wards d org d policy of an
employee oriented corporate culture cannot b carried wit out total internal
commu which plays a decisive role indivi cannot do witout commu if tey
want 2 function in a way tht is both motivating n motivated d empo needs
correct n thru info in order 2 b able 2 propagate d org identity n stand up
4 1s org if attacked by other correct empo commu increase interest in d
org supports n strength its identity d mgt must recognize its responsibility
to listen as well 2 speak it must also recog d desire of d empo 2 help their
org

Co-operate image: cooperate PR seeks 2 project d ima n identity of d org

based on facts n fig as well as on d subj impression n feeling image itself
is a prdt of pub mind in order 2 project d identity of d org d PR needs 2
know both facts tht ppl know as well as d impression tht tey carry abt d
org ther4 cooperation PR manages d reputation of d org 2 day bussi n
Indus hav a new bottom line-pub acceptance ther4 PR has 2 respond wit a
commu policy whose bottom line is credibility in tis connection d
cooperate PR practices must meet d generally accepted std of pub
approval, cooperate relation must b truth full n believable wit PR, as a
caring entity n good citizen PR believes tht corporate PR prog is
investment in d image building of d org, PR is never open n responsive 2
pub concern, PR recog tht 1s own view is subjective n never influences d
org 2 take corporate conviction 4 reality in terms of corporate commu PR
tinks of sharing wit community d values which it upholds n 4 which it
wants 2 b known, corporate PR always believe in d institution of a long
range image n identity n ther4 never subscribe 2 any crash commu plan,
finally PR maintains excellent commu relation both at d corporate n as
well at unit level wit d internal as well as external pub.

Govt PR: it is necessary 2 maintain liaison wit appropriate govt dept as

govt interferes regulates, controls n supervise majority of d activities d
liaison covers both d local n state level as well as d national level beside
tis d govt relations includes d foll help in preparing n directing corporate
appearances b4 investigating bodies of legislative hearing, direct
programmes design 2 promote d comp point of view in legislative or
regulatory matters, report trends in govt affecting d comp hence good
relation with d govt dept is a must 4 any comp.

Media role in PR: these days comp r managing d flow of info n at times
even influence d media corporate hav cum 2 realize tht if d channels of
info is not open many new stories wuld break rumors wuld go around n
investigative journalism wuld uncover d info tht is normally not accessible
media constitutes 1 of d most imp pub 4 d corporate commu as far as
corporate commu r concerned historically however even 2 day d print
media has been d main media in India d press continues 2 b d most
prevalent media 2 communicate t policies of corporate function n
achievement n also built an ima 4 d org non press media like TV radio
cinema has gained position n reached d corporate considerably d
emphasis will b 2 use a mix of d press n non press media so tht d commu
process bcums more effective. Hence media plays a vital role in PR
activity.