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Introduction to public relation

Public Relations (PR) is the way

organisations, companies and individuals
communicate with the public and media. A
PR specialist communicates with the target
audience directly or indirectly through
media with an aim to create and maintain a
positive image and create a strong
relationship with the audience.
Examples include press releases,
newsletters, public appearances, etc. as well
as utilisation of the Web. A positive public
image helps create a strong relationship
with the customers which in turn increase
the sales.

Common PR Tools and

Attendance at public events
Press releases
Social media marketing
Some other tools of PR

Some other tools of PR

Radio / TV
Films/ slides
Exhibitions/trade fairs
House journal
Event management
Plant tour
Improvement of internal staff relations
Managing crisis situation
Managing government affairs
Generating annual reports
Developing goodwill
Co-ordination and communication of programs
Helps in influencing public
Enhances community relations
Formation of policies & procedures
Evaluates public attitudes
Public relations in different
In todays modern and fast world of service industries, where
Indian GDP is 54.1% contributed by service sector and which
is gaining lots of importance. To understands the public
relation in services and its functioning as a tool for
According to two American PR professionals scot. Cutlips and
Allen H. centre, PR is a planned effort to influence opinion
through good character and responsible performance based
upon mutual satisfactory two way communication.

Role of public relation manager in
different sectors
1. Government organization

I. Implementation of public policy.
II. Assisting the news media in govt
III. Mobilization of support increasing
the agencys sensitivity to its

2. NGOs

I. I .To engage heavily in
relationship building.
II. II. To enhance social capital.
III. III. To distribute knowledge about
their activities among the society.
3. Education centres I. To maintain internal peace.
II. To solve dispute of the students.
III. To maintain good relations.
4. Banks I. To maintain customer employee
II. To solve internal disputes.
III. To look after customer
5. MNCS I. To manage the public relations
II. To generate quality media
III. ensuring effective and positive
brand re-enforcement and image
Corporate Philanthropy
Corporate Sponsorship
External Communications
Internal Communications
Public Relations Research
Special Event Management

Corporate PR can have many different platforms
including internal and external functions. Internal functions
of corporate PR can range from employee social media, such
as a blog, to an internal newsletter highlighting employee
affairs. External PR for corporations can be vaster and include
numerous messages to various publics.
The main function of corporate PR is to connect with
various publics using means such as press releases, social
media, products and events to facilitate the building and
managing relationships. No matter what PR industry you
chose one thing remains the same, knowing your audience is
essential to running and executing an effective PR strategy.

Importance of Corporate
Public Relations in Businesses
A corporate entity, like any other individual, exists in a
society. It needs to establish, nourish and maintain relationships
with various members of the society for its existence.
The role of a Public Relations Officer (PRO) in
communicating the right information, in the right way to the
right group of people is very crucial. A PRO must be able to
disseminate accurate information on a timely basis to the
concerned group of Public. By doing so he/she will earn
reputation, credibility and authenticity for the respective
corporate entity. A PRO deals with various Publics. Publics
include employees, stakeholders, government, channel partners,
educational institutes, media, industry bodies and institutes,
agencies, customers and general public. A PRO is in short the face
of a corporate entity and helps build a Corporate Image that is
unique to the company.

Functions of corporate Public

Communication Management

Government Affairs

Investor Relations
Community Relations
Social Responsiblity
Influencing Public
Managing Employees
Public Affairs
CRISIS management
Crisis management is the communications
management function used to convey accurate
facts and data to the general public and to specific
publics during a crisis situation in order to
prevent or minimize negative publicity that could
adversely affect the success of company. Crisis
management involves identifying a crisis ,
planning a response to the crisis and confronting
and resolving the crisis.

Public relations practitioners play a crucial role in
crises, the same role they have every day:
maintaining and improving their organizations
relationships by effectively communicating with
its target audiences. Public relations practitioners
are not normally responsible for resolving the
underlying problems that created a crisis

On August 13, 2007, Nokia issued a warning
over its BL-5C batteries across the world,
stating that these batteries may get overheated
while charging. It said that about hundred
such incidents of overheating had been
reported globally. Nokia encountered a
problem with the malfunctioning of its
handsets due to faulty batteries which might
get overheated or may get blasted, the BL-5C
batteries which were used in most of Nokia's
low-end models. The Nokia company was
sourcing these batteries from the Matsushita
Battery Industrial Co Ltd. (Matsushita) of
A product defect related to BL-5C batteries
used in many Nokia mobile phones has put
Nokia in a crisis management mode. It has
offered to replace all the affected batteries that
it contends is limited to the 46 million BL-5C
batteries manufactured by Matsushita
between December 2005 and November

One of the most feared scenarios for any food product company
must be an outbreak of food poisoning associated with its product.
For snow brand, Japans premier dairy food company, 2000 was
the year when that night mare came true, in fairly spectacular
Large numbers of people, mostly in western Japan suddenly came
down with food poisoning after consuming milk or related
products made by snow brand. It transpired that over 15000
people had been affected. The problem was traced to bacteria on
production line of snow brands Osaku factory that processed low
fat milk.
Initially, the company was concerned for its reputation and
standing than it was for the victims of outbreak. So the company
improve their quality by press release, advertising and other

Public Relations Practices in Crisis

Public relations events can happen to
any company at any time. In some
cases, the public relations exposure is
planned. But when a business faces a
public backlash from a scandal or
some other negative event, public
relations practices for crisis
management must be put into action
The public relations steps a
company takes in crisis management
will have long-term effects on
profitability and company growth.

Crisis Procedure

Identification of errors: to protect workers and public.
Taking emergency steps.
Periodic review of emergency procedures.
Preventing media from spreading of wrong news
about co. Product.
Letting media know about the new and everlasting
changes in product.
The PR should have an immediate communication
with companys top management and even work staff as
per the type of crisis.
After all this the PR should take necessary steps to take
the company out of crisis.

Types of Crisis

Natural Crisis
Technological Crisis
Confrontation Crisis
Crisis of Malevolence
Crisis of Organizational Misdeeds

Pr in media relations

The relationship between the news media and the PR industry
is a complex and increasingly symbiotic one. The media is the
central vehicle for much of the PR industry's messages. PR
practitioners want to place their stories in the news or other
publications and Program. Without being able to do this, PR
would lose one of its main avenues for communication with
the public.

Newspapers are withering. Network television has watched
audiences decline. Radio is splintered. Magazines are
shrinking. Meanwhile, there are millions of bloggers and
Facebook users, Twitterers and texters and Linked-in business
people. As reporters disappear from traditional media, PR
practitioners are forced to consider and to use social media.
But, do they know how and are they patient enough to make
social media effective communications tools for clients?

Social media present
challenges, not the
least because they
break down
traditional categories
of audiences
employees, customers,

The public and
universal nature of
social media means all
audiences can read
intended for any one

Ford INDIA sparks a PR crisis over
ads that depict violence against
Ford Motors India unit found itself in the middle of a
PR crisis today, and if one of the basic rules for crisis
communications is to disclose everything and disclose
it immediately, then at least Ford India did that partially

The company was working with WPPs JWT India
agency on a series of ads for the Ford Figoand a
leaked mockup showed women bound and gagged in
the trunk of a car driven by Italian Prime minister
Silvio Berlusconi. Another showed Paris Hilton with
the Kardashians in the trunk. The tagline: Leave your
worries behind with Figos extra large boot.
The ads were never published commercially. But
the entire concept was mind-bogglingly dumb in a
country with a series of horrific incidents of sexual
assaults against women.
Ford India said it regretted the incident and called
the images contrary to the standards of
professionalism and decency within Ford, adding,
"We deeply regret this incident and agree with our
agency partners that it should have never

Apples technique of pr
For years, Apple Public Relations has issued press releases for major
product announcements, handed out exclusives units to a few selected
reporters , and occasionally signed off on an interview with one of the
senior executives when it suited their marketing message. That strategy
gave the company millions of dollars in free marketing with news outlets
writing about every bit of information they can find.
These days, according to the Wall Street Journal, Apple's public
relations department is a little more proactive. Apple issued a press release
to announce iOS 6.1, a comparatively minor software release.
, Apple communications staff have recently sent reporters more favourable
third-party reports about the company, including a study predicting that
by 2014, Apple will be as accepted in the enterprise as Microsoft is today
Doves initiAtive towArDs
increment of sales

CFRB began in England in 2004. When Dove sales declined as a
result of being in a crowded market. Unilever, Dove is parent
company went to Edelman, its PR agency for a Solution.
The Campaign supports the Dove Mission to make women
feel more beautiful everyday by challenging todays view of
beauty & inspiring women to take great care of themselves. The
PR manager of Dove also aimed to change the beauty market.
The PRO of Dove made study in 2005 & 2006.
Objective were to increase sales & Dove launched a global
advertisement campaign in oct 2004. There was press release in
National & local newspapers & journals.

Overall, Dove did an excellent job of controlling how
their Campaign was presented.

According to Dove, sales for product features and
advertisement increased 60% in the first and second
month of campaign. Dove effectively reach their target
audience through their tactics and Dove was able to
understand the feelings at core of their audience. They
connected with women of many races, belief, age etc.