INDEX
Topic Pg No.
Organization structure for Public Relation 03
Public Relation Consultancy 06
Public Relation Tools 10
Case Study 17
Bibliography 19
RGANIZATION STRUCTURE OF PUBLIC RELATION
An Ideal set-up for in-house public relation department means coverage of all aspect of public relations as well as communication activities. The department is expected to have an adequate infrastructure, capacity and resources to fulfill its assignments.
The PR professionals in general feel that they can only lead the organization with confidence and achieve self-reliance in PR and communication task. It is the fact that the PR people have the better capability to understand organizational policies and objectives as compare to outside consultant. But a truly meaningful relationship (internal and external) will come through mutual understanding by including other factors like management, labour, community as well as media. The in-house person can act as a spokes person, which no other agency can afford.
Internal communication is almost synonymous with in-house PR. A proper internal communication accelerates the interest in the organization and supports the organization. There cannot be any adequate substitute for in-house PR for accelerating organization identity to stand up against the internal crises.
PROS AND CONS OF IN-HOUSE PR: -
Pros: -
1. In-house PR provides fulltime service with the continuity of functions. They have direct access to the decision makers within the framework of organization.
2. The management can ensure easily with value for money and time spends on PR activities in the diverse field.
3. The organization having people oriented structures will require in house PR in order to promote and maintain good relationship with emphasis on people aspects at all the levels of working.
4. PR personal can protect the interest of the organization better at the time of crises, communication, investor’s relationship and consumer relationship.
Cons: -
1. In-house PR people are normally not interested in knowing the good aspects of PR activities in other organization.
2. In-house PR person fails to seek the information of value from various outside sources which is the more disadvantages from the national and Global communication point of view.
3. Employment condition prohibits going away with inefficient PR persons and they become redundant.
4. Many PR person lose an unbiased behavior as a result of loyalty to the organization.
PR CONSULTANCIES
In the west PR consultancy is already a big business and attracts the best talents, clients as well as fee structure. There is wide scope for PR consultancies in India. The major complaints against PR consultancies are that it is manage by group of inexperience and non-professional people. The personal to are handling PR consultancies are switching their jobs to other fields and their approach is totally commercial. Therefore, there is active shortage PR personal with adequate experience skills.
In India most of the PR consultancies have a good number of clients and are financial self sufficient to sustain in future. This indicates that PR consultancies have a very good future and scope in corporate world also the corporate bodies are showing a keen interest in PR consultancies even though many companies have their own PR departments and lot of expectation to provide fruitful solutions on different PR problems. The PR consultancies have already develop a strong base in India and meting to the corporate demands for the specialize services.
The unprecedented growth of business, the globalization of operations, the shortage of competent professionals, and the need for continuous innovation and specialized advice have resulted in the increased demand for PR consultants. The management and the PR heads realized that these consultancies are helpful to the organization provided it has to be used in a proper
Direction and at a proper time.
Following are the factors to be taken care….
1. Advice for coping with change.
2. Provide efficient support service.
3. Provide service.
1. Advice for coping with change: -
Consultants are very often known as change agents. This would include new information techniques, problems analysis and solutions, effective public relations programmes and making available a standard professional services.
2. Provide efficient support service: -
Support services relating to audiovisuals, print work, photography, film and other tools of communication are required and to be provided by PR consultants.
3. Provide service: -
The PR consultant is expected advice on investor and financial relations, government affairs and employee relations.
PROS AND CONS OF PR CONSULTANCIES: -
Pros: -
1. PR consultancies firm are like advertise agencies which cannot survive without performance It cannot survive if found inefficient.
2. PR consultant can provide an unbiased and impartial services by assessing the situation correctly i.e. unbuyest assessment as a third party.
3. PR consultants will have locational advantages enabling the companies situated at different places for maintaining the line of contact with the government, media and other agencies.
4. PR consultancies are better equipped to collect lot of information from varied sources, which can add the value to management.
5. PR consultancies possess a wider range of knowledge and experience hence can work in an efficient way to find out the solution on different PR problems.
Cons: -
1. Most of the PR consultancies employ inexperience personnel with lower salaries structure there by hampering the final performance and the result of the consultancy.
2. Partial services of PR consultancies create a communication barrier between the organization and the consultancies.
3. Lack of continuous efforts of the PR consultancies may hamper the image and goodwill of the consultancies.
4. A consultant will be needed to make frequent references to management for approval while dealing with the press and government.
5. Some times the consultants may have insufficient knowledge about the organization for which he is working and hence make the error during analyzing and handling different PR problems.
PUBLIC RELATION TOOLS
1. Advertising.
2. Publicity.
3. Propaganda.
4. Diplomacy.
5. Promotion.
6. Campaign.
7. Lobbying.
8. Public Affairs.
1. Advertising: -
• Advertising is publicity but all the publicity cannot be advertising. It is a business of selling ideas, goods services by inducing people to want them. It is drawing attention by big public announcements to a service or commodity with the objective to sale it.
• Advertising may also be defined as the purchase of space in the press, or the time over the Radio and Television to promote the sale of the product or ideas, service and to build up a corporate image of an institution.
• The process of advertising has also been described as the use of communication channels paid for by an organization in order to present what is wants to say, in the way it chooses, and to the audience on its own selection, so as to give information and promote sales, either directly or indirectly.
• Advertisement are the integral part of the world of technology and the skills of the advertiser have their roots in human nature i.e. cultural, ethical, moral aspects of human being.
• Advertising is one of the forces of modernization and cuts across ideologies; even the former Soviet Union and other Socialist Countries were compelled to resort to it after, first, having condemned and set it aside, as a part of the system of exploitation in bourgeois societies.
• Much of the criticism of advertising stems from a belief that the world must behave rationally and can be made to do so. The transformation of societies is linked with the different dimensions of communications and no one who wishes to understand these processes can ignore advertising.
• Any advertisement campaign should contain all the factors of PR interest. These specific categories of public advertising are….
a. Corporate Advertising: -
It explains the continuing research, engineering and management efforts a company makes to improve its products or services. It can be called the voice of management speaking not only to customers, but also investors, suppliers, distributors, employees – present and potential – and leaders of public opinion.
b. Public Relation Advertising: -
It discusses the problems, policies, social philosophy, or economic goals of a company or industry, illuminates some aspect of the Nation’s scene; discusses the basic principles of its enterprise, notably with respect to foreign collaboration, for the reader to shed light on the economy or the society in which he lives.
c. Publicity Service Advertising: -
It is designed to promote voluntary individual actions to solve national problems such as better roads, prevention of floods, better health care, family planning and rehabilitation of the handicapped. Also encouraging cultural activities, tourism, secularism, buying of Unit Trust Certificates, voting in national elections, reducing prejudices, and other worthwhile causes.
2. Publicity: -
• Publicity is a technique of “telling the story” of any organization. It acts as a weapon of war, an instrument of sale, a tool for politics.
• Basically, Publicity is news. Publicity includes advertising, because advertising also tells the story but in general use publicity is used to describe those expression where the medium is not paid for where as advertising consists of paying for the medium to get the story told.
• A role of PR is to make a light worth projecting. The art of publicity is the act of projecting the light.
3. Propaganda: -
• Propaganda describes the political application of publicity and advertising, also on a large scale, to the end of selling ideas, causes, or candidate or all three.
• It was first given general currency by the Roman Catholic Church to refer to the dissemination of its doctrines.
• There are two types of Propaganda which are given below…
a. Rational Propaganda: -
The rational propaganda in favour of action that is in consonance with the enlightened self – interest of those who make it and those to whom it is addressed.
b. Non - Rational Propaganda: -
The non-rational propaganda that is not consultant with anybody’s enlightened self – interest but is dictated by, and appeals to, passion.
4. Diplomacy: -
• The Oxford English Dictionary cause it, “The Management of International Relations by negotiations’, or, ‘the method by which these relations are adjusted and managed.’
• Sir Ernest Satow’s ‘Guide to Diplomatic Practice’, a sound work which has been the Bible of British Diplomats for many years, wrote ‘Diplomacy is the application of intelligence and tact to the conduct of official relations between the governments of independence states.’
5. Promotion: -
• Promotion describes commercialization of publicity, and publicity and jointly, usually on a grand and co-ordinated scale, to the end of selling a product or products.
6. Campaigns: -
• Campaigns consist of concerned, single-purpose publicity programmes, usually on a more or less elaborate scale, employing co-ordinated publicity through a variety of media, aimed at a number of targets, but focused on specific objectives.
• A campaign objective may be the election of a candidate, any political issue or cause, the reaching of sales targets, or the raising of a quota of capital or funds.
7. Lobbying: -
• Lobbying is a kind of tool generally used by a group of persons/people like members of legislature who conducts a campaign outside the legislative chamber, that is, at the lobby, to influence members to vote according to the group’s special interest; it is also used by shareholders of business corporations during the Annual General Body Meeting to pass a ‘resolution’ or elect a ‘director’ to the ‘board’ in the interest of a group of shareholders.
• For example, the Indian Woman’s Association has been lobbying for equal rights with men for some time now. In this contest lobbying means campaigning for legislative action: soliciting legislative votes, seeking to influence legislators exerting influence by bringing pressure to bear or an informal way of pulling strings.
• In a basic sense, lobbying entails the exertion of influence, smooth and measured and any other exercise of persuasion-cum-pressure. In essence, it means a group putting its point of view forward in an attempt to win the other group’s support.
8. Public Affairs: -
• Public Affairs can be defined broadly as a significant and substantial concern and involvement by individuals, business, labour, foundations, private institutions and government with the social, economic and political force that singly or through interaction shape the environment within which the free enterprises exits.
CASE STUDY
THE COMPANY:-
Twinhead Corporation is a global leader in design, manufacturing and sales of award-winning, build-to-order, portable notebook computers.
Laptop computers are not new and the list of brands – known, unknown, highly advertised, and private-labels – seems to be both endless and growing. Twinhead’s Durabook notebook is durable, as well as spill-resistant and stylish, but how does a maker of notebook computers distinguish itself from the pack, become better known, and grow mind share.
THE PROBLEM:-
The Company is launching new Portable Notebook Computer in the market and they are facing cut-throat competition from Computers and mainly from Laptops who are already exist in the market.
The major problem is to increase the sales and creating a brand image in the market.
SOLUTION:-
Comments and endorsements came from a broad, varied and highly noteworthy list of influential print and electronic media, including CBS-TV NY; NBC-TV (DC); Wired Magazine; Penthouse magazine; Washington Times; LandLine Magazine; Law Enforcement Technology; Pen Computing Review; Kansas City Star; Computer Shopper; CNET; Tom’s Hardware MobilityGuru; Healthcare Purchasing News; Mobile Enterprise Magazine; Emergency Medical Product News; NY SportScene Mag; Law Office Computing; OverDrive Magazine; Universal Press Syndicate; and newspapers such as the Birmingham News; Sacramento Bee; Shreveport Times; Orlando Citizen Gazette; Little Rock Democrat Gazette; Fort Myers News Press; and numerous others.
When prestigious media use terms such as “inexpensive” and “above and beyond” to help tell the brand’s story with authority, the impression is strong and the net result is a solid endorsement. And increased sales.
BIBILOGRAPHY:-
1. Public Relation Management
- ROMEO S. MASCARENHAS
2. Principles of Public Relations
- C. S. RAYUDU
- K. R. BALAN
3. www.sspr.com
Topic Pg No.
Organization structure for Public Relation 03
Public Relation Consultancy 06
Public Relation Tools 10
Case Study 17
Bibliography 19
RGANIZATION STRUCTURE OF PUBLIC RELATION
An Ideal set-up for in-house public relation department means coverage of all aspect of public relations as well as communication activities. The department is expected to have an adequate infrastructure, capacity and resources to fulfill its assignments.
The PR professionals in general feel that they can only lead the organization with confidence and achieve self-reliance in PR and communication task. It is the fact that the PR people have the better capability to understand organizational policies and objectives as compare to outside consultant. But a truly meaningful relationship (internal and external) will come through mutual understanding by including other factors like management, labour, community as well as media. The in-house person can act as a spokes person, which no other agency can afford.
Internal communication is almost synonymous with in-house PR. A proper internal communication accelerates the interest in the organization and supports the organization. There cannot be any adequate substitute for in-house PR for accelerating organization identity to stand up against the internal crises.
PROS AND CONS OF IN-HOUSE PR: -
Pros: -
1. In-house PR provides fulltime service with the continuity of functions. They have direct access to the decision makers within the framework of organization.
2. The management can ensure easily with value for money and time spends on PR activities in the diverse field.
3. The organization having people oriented structures will require in house PR in order to promote and maintain good relationship with emphasis on people aspects at all the levels of working.
4. PR personal can protect the interest of the organization better at the time of crises, communication, investor’s relationship and consumer relationship.
Cons: -
1. In-house PR people are normally not interested in knowing the good aspects of PR activities in other organization.
2. In-house PR person fails to seek the information of value from various outside sources which is the more disadvantages from the national and Global communication point of view.
3. Employment condition prohibits going away with inefficient PR persons and they become redundant.
4. Many PR person lose an unbiased behavior as a result of loyalty to the organization.
PR CONSULTANCIES
In the west PR consultancy is already a big business and attracts the best talents, clients as well as fee structure. There is wide scope for PR consultancies in India. The major complaints against PR consultancies are that it is manage by group of inexperience and non-professional people. The personal to are handling PR consultancies are switching their jobs to other fields and their approach is totally commercial. Therefore, there is active shortage PR personal with adequate experience skills.
In India most of the PR consultancies have a good number of clients and are financial self sufficient to sustain in future. This indicates that PR consultancies have a very good future and scope in corporate world also the corporate bodies are showing a keen interest in PR consultancies even though many companies have their own PR departments and lot of expectation to provide fruitful solutions on different PR problems. The PR consultancies have already develop a strong base in India and meting to the corporate demands for the specialize services.
The unprecedented growth of business, the globalization of operations, the shortage of competent professionals, and the need for continuous innovation and specialized advice have resulted in the increased demand for PR consultants. The management and the PR heads realized that these consultancies are helpful to the organization provided it has to be used in a proper
Direction and at a proper time.
Following are the factors to be taken care….
1. Advice for coping with change.
2. Provide efficient support service.
3. Provide service.
1. Advice for coping with change: -
Consultants are very often known as change agents. This would include new information techniques, problems analysis and solutions, effective public relations programmes and making available a standard professional services.
2. Provide efficient support service: -
Support services relating to audiovisuals, print work, photography, film and other tools of communication are required and to be provided by PR consultants.
3. Provide service: -
The PR consultant is expected advice on investor and financial relations, government affairs and employee relations.
PROS AND CONS OF PR CONSULTANCIES: -
Pros: -
1. PR consultancies firm are like advertise agencies which cannot survive without performance It cannot survive if found inefficient.
2. PR consultant can provide an unbiased and impartial services by assessing the situation correctly i.e. unbuyest assessment as a third party.
3. PR consultants will have locational advantages enabling the companies situated at different places for maintaining the line of contact with the government, media and other agencies.
4. PR consultancies are better equipped to collect lot of information from varied sources, which can add the value to management.
5. PR consultancies possess a wider range of knowledge and experience hence can work in an efficient way to find out the solution on different PR problems.
Cons: -
1. Most of the PR consultancies employ inexperience personnel with lower salaries structure there by hampering the final performance and the result of the consultancy.
2. Partial services of PR consultancies create a communication barrier between the organization and the consultancies.
3. Lack of continuous efforts of the PR consultancies may hamper the image and goodwill of the consultancies.
4. A consultant will be needed to make frequent references to management for approval while dealing with the press and government.
5. Some times the consultants may have insufficient knowledge about the organization for which he is working and hence make the error during analyzing and handling different PR problems.
PUBLIC RELATION TOOLS
1. Advertising.
2. Publicity.
3. Propaganda.
4. Diplomacy.
5. Promotion.
6. Campaign.
7. Lobbying.
8. Public Affairs.
1. Advertising: -
• Advertising is publicity but all the publicity cannot be advertising. It is a business of selling ideas, goods services by inducing people to want them. It is drawing attention by big public announcements to a service or commodity with the objective to sale it.
• Advertising may also be defined as the purchase of space in the press, or the time over the Radio and Television to promote the sale of the product or ideas, service and to build up a corporate image of an institution.
• The process of advertising has also been described as the use of communication channels paid for by an organization in order to present what is wants to say, in the way it chooses, and to the audience on its own selection, so as to give information and promote sales, either directly or indirectly.
• Advertisement are the integral part of the world of technology and the skills of the advertiser have their roots in human nature i.e. cultural, ethical, moral aspects of human being.
• Advertising is one of the forces of modernization and cuts across ideologies; even the former Soviet Union and other Socialist Countries were compelled to resort to it after, first, having condemned and set it aside, as a part of the system of exploitation in bourgeois societies.
• Much of the criticism of advertising stems from a belief that the world must behave rationally and can be made to do so. The transformation of societies is linked with the different dimensions of communications and no one who wishes to understand these processes can ignore advertising.
• Any advertisement campaign should contain all the factors of PR interest. These specific categories of public advertising are….
a. Corporate Advertising: -
It explains the continuing research, engineering and management efforts a company makes to improve its products or services. It can be called the voice of management speaking not only to customers, but also investors, suppliers, distributors, employees – present and potential – and leaders of public opinion.
b. Public Relation Advertising: -
It discusses the problems, policies, social philosophy, or economic goals of a company or industry, illuminates some aspect of the Nation’s scene; discusses the basic principles of its enterprise, notably with respect to foreign collaboration, for the reader to shed light on the economy or the society in which he lives.
c. Publicity Service Advertising: -
It is designed to promote voluntary individual actions to solve national problems such as better roads, prevention of floods, better health care, family planning and rehabilitation of the handicapped. Also encouraging cultural activities, tourism, secularism, buying of Unit Trust Certificates, voting in national elections, reducing prejudices, and other worthwhile causes.
2. Publicity: -
• Publicity is a technique of “telling the story” of any organization. It acts as a weapon of war, an instrument of sale, a tool for politics.
• Basically, Publicity is news. Publicity includes advertising, because advertising also tells the story but in general use publicity is used to describe those expression where the medium is not paid for where as advertising consists of paying for the medium to get the story told.
• A role of PR is to make a light worth projecting. The art of publicity is the act of projecting the light.
3. Propaganda: -
• Propaganda describes the political application of publicity and advertising, also on a large scale, to the end of selling ideas, causes, or candidate or all three.
• It was first given general currency by the Roman Catholic Church to refer to the dissemination of its doctrines.
• There are two types of Propaganda which are given below…
a. Rational Propaganda: -
The rational propaganda in favour of action that is in consonance with the enlightened self – interest of those who make it and those to whom it is addressed.
b. Non - Rational Propaganda: -
The non-rational propaganda that is not consultant with anybody’s enlightened self – interest but is dictated by, and appeals to, passion.
4. Diplomacy: -
• The Oxford English Dictionary cause it, “The Management of International Relations by negotiations’, or, ‘the method by which these relations are adjusted and managed.’
• Sir Ernest Satow’s ‘Guide to Diplomatic Practice’, a sound work which has been the Bible of British Diplomats for many years, wrote ‘Diplomacy is the application of intelligence and tact to the conduct of official relations between the governments of independence states.’
5. Promotion: -
• Promotion describes commercialization of publicity, and publicity and jointly, usually on a grand and co-ordinated scale, to the end of selling a product or products.
6. Campaigns: -
• Campaigns consist of concerned, single-purpose publicity programmes, usually on a more or less elaborate scale, employing co-ordinated publicity through a variety of media, aimed at a number of targets, but focused on specific objectives.
• A campaign objective may be the election of a candidate, any political issue or cause, the reaching of sales targets, or the raising of a quota of capital or funds.
7. Lobbying: -
• Lobbying is a kind of tool generally used by a group of persons/people like members of legislature who conducts a campaign outside the legislative chamber, that is, at the lobby, to influence members to vote according to the group’s special interest; it is also used by shareholders of business corporations during the Annual General Body Meeting to pass a ‘resolution’ or elect a ‘director’ to the ‘board’ in the interest of a group of shareholders.
• For example, the Indian Woman’s Association has been lobbying for equal rights with men for some time now. In this contest lobbying means campaigning for legislative action: soliciting legislative votes, seeking to influence legislators exerting influence by bringing pressure to bear or an informal way of pulling strings.
• In a basic sense, lobbying entails the exertion of influence, smooth and measured and any other exercise of persuasion-cum-pressure. In essence, it means a group putting its point of view forward in an attempt to win the other group’s support.
8. Public Affairs: -
• Public Affairs can be defined broadly as a significant and substantial concern and involvement by individuals, business, labour, foundations, private institutions and government with the social, economic and political force that singly or through interaction shape the environment within which the free enterprises exits.
CASE STUDY
THE COMPANY:-
Twinhead Corporation is a global leader in design, manufacturing and sales of award-winning, build-to-order, portable notebook computers.
Laptop computers are not new and the list of brands – known, unknown, highly advertised, and private-labels – seems to be both endless and growing. Twinhead’s Durabook notebook is durable, as well as spill-resistant and stylish, but how does a maker of notebook computers distinguish itself from the pack, become better known, and grow mind share.
THE PROBLEM:-
The Company is launching new Portable Notebook Computer in the market and they are facing cut-throat competition from Computers and mainly from Laptops who are already exist in the market.
The major problem is to increase the sales and creating a brand image in the market.
SOLUTION:-
Comments and endorsements came from a broad, varied and highly noteworthy list of influential print and electronic media, including CBS-TV NY; NBC-TV (DC); Wired Magazine; Penthouse magazine; Washington Times; LandLine Magazine; Law Enforcement Technology; Pen Computing Review; Kansas City Star; Computer Shopper; CNET; Tom’s Hardware MobilityGuru; Healthcare Purchasing News; Mobile Enterprise Magazine; Emergency Medical Product News; NY SportScene Mag; Law Office Computing; OverDrive Magazine; Universal Press Syndicate; and newspapers such as the Birmingham News; Sacramento Bee; Shreveport Times; Orlando Citizen Gazette; Little Rock Democrat Gazette; Fort Myers News Press; and numerous others.
When prestigious media use terms such as “inexpensive” and “above and beyond” to help tell the brand’s story with authority, the impression is strong and the net result is a solid endorsement. And increased sales.
BIBILOGRAPHY:-
1. Public Relation Management
- ROMEO S. MASCARENHAS
2. Principles of Public Relations
- C. S. RAYUDU
- K. R. BALAN
3. www.sspr.com