Public Relations
INDEX
2008
SERIAL NO. 1
TOPICS
MEANING AND DEFINITION OF PUBLIC RELATIONS. BASIC PRINCIPLES OF PUBLIC RELATIONS.
2 3
SPECIALIZED AREAS OF PUBLIC RELATIONS.
4
PUBLIC RELATIONS AS A PROBLEM SOLVER AND PROBLEM FINDER OR PREVENTOR.
5
PUBLIC RELATION AS INTERPRETOR AND COMMUNICATION LINK.
6 7
CONCLUSION.
BIBLIOGRAPHY.
Public Relations Introduction:
Public Relations
2008
Today we live in the age of interdependence as we are reliant upon one another for the satisfaction of our social, economic, political and religious needs. We do not come across individuals, corporations, governments and nations who are able to achieve or do any activity without the help of others. Thus, the mutual dependence of individuals, groups, corporations etc has magnified the importance of human relationship and business relationship, buyer and seller relationship, investor and the corporate relationship, sub ordinate and superior relationship and also the dynamics of small group relationship. The opinions of individuals or that of group of the public cannot be ignored for the success of business. Public relations play the role of a catalyst which can initiate activity between persons without too much difficulty. With its well established network of techniques and generates activities which help an individual, groups, business, corporations and government build their own image and gain goodwill of the general public. Public relations (PR) are the practice of managing the flow of information between an organization and its publics. 1. Public relations - often referred to as PR gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. 2. Because public relations place exposure in credible third-party outlets, it offers a third-party legitimacy that advertising does not have.
Public Relations
2008
3. Common activities include speaking at conferences, working with the press, and employee communication.PR can be used to build rapport with employees, customers, investors, voters, or the general public.
Meaning of public relations:
Public is a group of similar individuals, an assortment of persons having similar interest, problems, goals and circumstances. It is generally from such sources that opinions emerge. Public comes in many forms and sizes. They have a multitude of desires and wants. Public has its own likes and dislikes which sometimes can even be strong. Employees are one form of public and employers another form. Other members of the public are dealers, wholesalers, brokers and investors. Each of these groups tries to attract a distinct audience with its varied tools and techniques. In short public is any group of people who share a common interest.
Relations:
Relation is the outcome of mutual understanding which is derived from the process of sharing of the common interest. The need to establish relation with one another is created because of human wants. The respective wants of two individuals will affect their relationship. To understand relationship, one must understand the wants of those involved.
Public relations
By the integration of the above two human element that is public and relation we get public relations. It is a profession that is a part and parcel of management function.
Public Relations
Definition
2008
The Public Relations Society of America (PRSA) claimed in 1988: “a Public relations helps an organization and its publics adapt mutually to each other."According to the PRSA, the essential functions of public relations include research, planning, communications dialogue and evaluation.
Growth and Development of Public Relations:
The origin of public relations can be traced back to the dawn of civilization. In ancient Egypt, the priests were well versed in public relations. The early public leaders were also talented to impress upon the public. Rome is well known for its public relations and public opinions. Mahatma Gandhi in India is known as public relation personality of the 20 th century created good impact in terms of faith on the Indian classes.
The Basic Principles of Public Relations
Perhaps the negative image that developed for PR during the late 1980?s is traceable to some confusion about the meaning of the words public relations. We can, however, accurately describe the function and role of public relations practice with these ten principles. 1. Public relations deal with the reality, not false fronts. Conscientiously planned programs with the public interest in the forefront are the basic of sound public relations policy. 2. Public relations are a service-oriented profession, with public interest, not personal reward, as the primary consideration in its practice.
Public Relations
2008
3. Since the public relations practitioner must go to the public to seek support for programs and policies, public interest is the criterion by which a professional selects not only who will be represented to the public but also the programs and policies that will be offered to the public for support. 4. Because the public relations practitioner reaches many publics through mass media, which are the public channels for communication, the integrity of these channels must be preserved. 5. Because PR practitioners are in the middle between an organization and its publics, they must be effective communicators in the true sense of the world, conveying information back and forth until understanding is reached. 6. To expedite the two way of communication necessary for practicing public relations and to be responsible communicators, public relations practitioners depend heavily on scientific public opinion research. 7. To understand what the public are saying and to reach them effectively, the public relations practitioner employs the social sciences-psychology, sociology, social psychology public opinion, communications study, and semantics. 8. A lot of people are doming PR?s research. The PR person adapts the work of other, related disciplines.PR practice draws from learning theory and other psychology theories, from sociology, political science, economics and history. 9. A public relations professional should be measured by only one criterion: ethical performance.
Public Relations Scope of PR
2008
Public relation is a window of the corporation through which management can monitor external changes and simultaneously a window through which society can affect corporate policy. Today most social conflicts are caused by changing values and higher expectations from the superiors. We find regular conflicts between employer – employee, consumer – manufacture, management – shareholders, citizens – government and so on due to misconceptions and misunderstandings. These are generally the major challenges where PR practitioners can play a crucial role. They should get to know the psychology of the public mind and acquire skill in solving and also avoiding such conflicts. In our market economy there are information gaps which cannot be filled by the interaction of supply and demand via. Cost, wages or prices. Here public relations activity steps in. It provides relevant information on planning technical and organizational developments, inventions and their potential utilization, etc. The relations activity is becoming more and more important for the procurement of economically essential production factors. It makes it easier to tap the money-market or financing their projects by issuing bonds or shares. If the corporation cultivates public relations, it is easier for them to acquire land from a community and bring in own interest in harmony with these of the community. Today the public relation profession has even entered into the fields of non-commercial organizations, government departments, hospitals, universities and other nonprofit organizations.
Public Relations
2008
According to Edward L. Bernays, the fundamental laws and the necessity of public relations may be expressed in three words, information, adjustment and integration. The scope of PR is wide and also includes political field. Entrepreneurs, teachers, Political leaders, social workers, religions, leaders are all involved in public relations day in and day out. In business PR is a tool of management like marketing, production and finance. It is investing and creating asset for an organization which is finally reflected in improved performance profitability, and growth of the organization. Successful PR can be measured by its ability to convert negative situations into positive ones. Public relations can do the following: 1. Help win friends, influence people, persuade individuals, groups and in difficult situation bring about goodwill where needed and maintain goodwill where it is existing. 2. Create and build up image and reputation of an individual, organization and nation. 3. Public relations can bring out reward of mutual understanding and risks involved in misunderstanding between individuals, groups, government and nation. 4. Help the public to love life and work for better or for worse without condition. 5. Forestall attacks by opponents or competitors. 6. Counsel employees to recognize that as human beings they are more of a complete structure.
Specialized Areas of PR
1. Non-profit organizations The growing number of non-profit organizations offers a practitioner several advantages and opportunities; although the compensation is often lower than that in other areas. Because of their, the PR person generally has a great deal of freedom in
Public Relations
2008
designing a program. An attractive program that does not need a large bankroll probably will be accepted. 2. Educational institutions The type of PR practiced in educational institutional often requires the kind of person who also would enjoy dealing with the government. PR people in all educational institutions are likely to be involved with development, which includes fund raising. The functions of PR and development are separate, but the two groups must work closely together. However, the two functions are often lumped together under the umbrella term institutional advancement. The title of vice president for development or director of university relations is assigned to an individual who supervises both the PR and the fundraising functions. Sports information can either be under public relations or separate from it. The person responsible for it reports to the athletic director who in turn reports to the president. This arrangement can cause problems because university sports are often involved in controversies that affect university relations. 3. Industry A PR relation for industry also requires a good feel for political PR because so much of industry is regulated by government. A person who works for a company that handles government contract must develop a high tolerance for bureaucratic delay. One PR staff for a defense contractor has said the average time required get an „original? release meaning one with all new material-cleared for dissemination to the news media is twenty-three days. Since much of the emphasis in industrial public relations is on internal PR, a significant sector being labour relations, a strong background in the social sciences and business helps.
Public Relations
2008
PR practitioners in the utilities industry must work with both government and consumers. They must also know financial PR because most utilities are publicly held. Industry?s practitioners may be involved in product promotion, which means they need to understand and appreciate marketing and advertising activities 5. General business Business PR is broader than the retail PR. It involves working with government regulatory bodies, employees, the community, competitors and generally, the full complement of publics both inside and outside the company. Consumers represent an increasingly significant segment of the external publics because they talk to politicians and can arouse public opinion against business. Product promotion- of either a service of goods is also often an aspect of general business. For that reason, the business area is more likely to place to find the marketing/public relations title. 6. International PR for institutions and agencies The emergence of multinational companies has expanded this area of public relations. International PR is not limited to businesses, however, because many organizations and associations are international in scope. PR agencies often have offices abroad to represent both their own domestic clients and foreign clients. International PR requires special sensitivity to public opinion because practitioners deal with people whose Language, experience, and frame of reference differ from their own. Areas of particular concern are language and knowledge of its nuances, not just vocabulary; customs affecting attitudes towards media, products and services; symbols stemming form customs and laws, because incompatibilities between one country?s laws and another?s may make harmonious relationships impossible.
Public Relations
2008
The international Public Relations Association was formed in 1955 after meetings with PR executives in the United Estates, Britain, France, Norway and the Netherlands. Currently, members represent sixty countries. 7. Financial PR Financial PR includes such activities as preparing material for security analysts to study, developing an annual report acceptable to auditors and readable by the stockholders and knowing when and to whom to issue a news release that could affect corporate stock values. It is rather hazardous occupation because the consequences of a wrong move can be so detrimental. 8. Sports Before sports became big business, the term public relations was sometimes used, but the job was actually a combination of press agentry and publicity. Today, however, business enterprises in professional sports are of such size and scope that the PR title is legitimate. The professional teams have intricate relations with investors, their own players, competing teams and players, stadium owners, transportation and housing facilities, community separators, media and other important publics. Most pro sports organizations employ full time staff PR people and contract for special PR activities as well. Sports are increasingly important to colleges and universities. Sports information officers in these institutions handle relations with the media and fans.
Public Relations
2008
9. Leisure-Time PR The leisure time market, which has been expanding since World War II, includes all recreation and recreation related industries, it covers real estate promotion, public park development, resorts and hotels, travel agencies, airlines and other mass transportation system, sports, hobbies and crafts, and some educational, entertainment and cultural activities. Public relations generalizes can function here quite comfortably if they are creative and incentive in the promotion.
10. Health care PR Profit and non profit hospitals, health agencies such as nursing home corporations, pharmaceutical companies, medical clinics, health science centers and non profit health agencies all employ public relations professional. The demand in this field is for public relations practitioners who either know or who have the educational background to learn about medical science to translate that information accurately for the organization?s publics. There is also a heavy marketing component in this area, which means that the PR person needs good advertising as well as public relations skills.
Public Relations
2008
PR as Problem Finder and Problem Solver or Preventer?
As early as 1965. Public relations practitioner and another Philip Lesly outlined what he felt were the major problems for business in the second half of this century. These problems which may also apply to large nonprofit institutions are, Lesley said, “the most intangible, immeasurable and unpredictable of all elements affecting a business.” 1. The main problem in production is no longer that of increasing the efficiency of factories and plants, but of dealing with the attitudes of the peoples whose jibs are to be changed or eliminated because of the introduction of more efficient methods. 2. The principal problem go growth through innovation is not that of organizing and administering development programs, but of dealing with the reactions of the intended customers and dealers to the products. 3. The personnel problem is not that of projecting a firm?s manpower needs and standards but of persuading the best people to work for the company and then to stay and do their best work. 4. The financing problem is not that of financial planning for the company?s funding but of dealing with the attitudes of the investors. 5. The problem in advertising is not that of minutely analyzing the media, the timing and the costs but of discovering how to reach the minds and hearts of the audience.
Public Relations
2008
6. The problem of business acceptance is no longer that of demonstrating that an institution is operating in the public interests but of getting people to understand that its cornucopia works better when it has a minimum of restraints. Each problem Lesly isolated suggests a need for awareness of what is going on in the public mind. It suggests sensitivity to issues that are developing in the collective consciousness of those with whom the management must interact. To probe the public consciousness. PR people have turned to pollsters and futurists. The role the public relations consultant is playing in relation to current social crises is something no one foresaw years ago. No longer primarily a communicator, the PR practitioner is now a sort of moderator who tries to prevent the crisis from getting out of hand. Some of the tools used, such as personal contact and the media-mass and specialized are the same. However, the measure of performance is not how effectively the client?s message gets across but whether a flare up that can stop a client business can be avoided. One of the major obligations is to help the client?s conduct their business in a way that is responsiveness tooth new demands made by concerned scientists, environmentalists, consumerists, minority leader, underprivileged segments of the community, and employees. The most valuable public relations activity is that planned to prevent problems or at least some them while they are small.
PR as Interpreter And Communications link.
Perhaps, as suggested by Daniel H. Gray, as management consulted noted for his work on the social role of business, social accounting doesn?t exist. Indeed, perhaps the system needed concerns communication more than accounting. Communications audit have become common for institutions trying to track problem areas. Audits can be either internal, external or both.
Public Relations
2008
PR practitioner Philip Lesley observes that the institutionsmust function in a human climate and thoughtful managers recognize that they don?t have the expertise to deal with this element united. As human patterns becomes more complicated, they demand greater expertise and experience. Consequently, says Lesly, “communications sense and skills, which have been vital and have always been scarce, are becoming more vital and scarcer still.” This is where the PR practitioner comes in, of course. Lesly adds, “A public relations is a bridge to change. It is a means to adjust to new attitudes that have been caused by change. It is a means of stimulating attitudes in order to create change. It helps an organization see the whole of out society together, rather than form one intensified view point. It provides judgment, creativity and skills in accommodating groups to each other, based on wide and diverse experience. David Finn, cofounder of the PR firm of ruder & Finn, Inc., says: Twenty years ago public relations had its eye on the social sciences, with the full expectations that new discoveries would soon be made which would elevate the art of mass communication into a respectable and responsible profession. Ten year ago some of us though computer technology was going to do the trick and the phrase “opinion management” emerged as a possible successor to the long abandoned “engineering of consent”. As things turned out, it is not the technique of PR which ahs changed so much as the subject matter with which we are concerned. Emphasizing the communications ink role of PR, Finn focused on four developments that held to be true of the job. 1. The resolutions of conflict may require the modifications of many opinions, including those held by the PR consultants and clients. 2. Patterns of communications in the future may revolve increasingly around smaller groups. 3. The random benefits of PR activities not directly related to corporate interest will increase
Public Relations
2008
Hence, public relations play the role of a catalyst which can initiate activity between persons without too much difficulty. With its well established network of techniques, it generates activities which help individual, groups, business, corporations and government build their own image and gain goodwill of the general public. Public relation is a window of the corporation through which management can monitor external changes and simultaneously a window through which society can affect corporate policy. In business pubic relation is a tool of management like marketing, production and finance. It is investing and creating asset for an organization which is finally reflected in improved performance profitability, and growth of the organization. Hence, Successful public relation can be measured by its ability to convert negative situations into positive ones.
Public Relations
2008
doc_741553526.docx
INDEX
2008
SERIAL NO. 1
TOPICS
MEANING AND DEFINITION OF PUBLIC RELATIONS. BASIC PRINCIPLES OF PUBLIC RELATIONS.
2 3
SPECIALIZED AREAS OF PUBLIC RELATIONS.
4
PUBLIC RELATIONS AS A PROBLEM SOLVER AND PROBLEM FINDER OR PREVENTOR.
5
PUBLIC RELATION AS INTERPRETOR AND COMMUNICATION LINK.
6 7
CONCLUSION.
BIBLIOGRAPHY.
Public Relations Introduction:
Public Relations
2008
Today we live in the age of interdependence as we are reliant upon one another for the satisfaction of our social, economic, political and religious needs. We do not come across individuals, corporations, governments and nations who are able to achieve or do any activity without the help of others. Thus, the mutual dependence of individuals, groups, corporations etc has magnified the importance of human relationship and business relationship, buyer and seller relationship, investor and the corporate relationship, sub ordinate and superior relationship and also the dynamics of small group relationship. The opinions of individuals or that of group of the public cannot be ignored for the success of business. Public relations play the role of a catalyst which can initiate activity between persons without too much difficulty. With its well established network of techniques and generates activities which help an individual, groups, business, corporations and government build their own image and gain goodwill of the general public. Public relations (PR) are the practice of managing the flow of information between an organization and its publics. 1. Public relations - often referred to as PR gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. 2. Because public relations place exposure in credible third-party outlets, it offers a third-party legitimacy that advertising does not have.
Public Relations
2008
3. Common activities include speaking at conferences, working with the press, and employee communication.PR can be used to build rapport with employees, customers, investors, voters, or the general public.
Meaning of public relations:
Public is a group of similar individuals, an assortment of persons having similar interest, problems, goals and circumstances. It is generally from such sources that opinions emerge. Public comes in many forms and sizes. They have a multitude of desires and wants. Public has its own likes and dislikes which sometimes can even be strong. Employees are one form of public and employers another form. Other members of the public are dealers, wholesalers, brokers and investors. Each of these groups tries to attract a distinct audience with its varied tools and techniques. In short public is any group of people who share a common interest.
Relations:
Relation is the outcome of mutual understanding which is derived from the process of sharing of the common interest. The need to establish relation with one another is created because of human wants. The respective wants of two individuals will affect their relationship. To understand relationship, one must understand the wants of those involved.
Public relations
By the integration of the above two human element that is public and relation we get public relations. It is a profession that is a part and parcel of management function.
Public Relations
Definition
2008
The Public Relations Society of America (PRSA) claimed in 1988: “a Public relations helps an organization and its publics adapt mutually to each other."According to the PRSA, the essential functions of public relations include research, planning, communications dialogue and evaluation.
Growth and Development of Public Relations:
The origin of public relations can be traced back to the dawn of civilization. In ancient Egypt, the priests were well versed in public relations. The early public leaders were also talented to impress upon the public. Rome is well known for its public relations and public opinions. Mahatma Gandhi in India is known as public relation personality of the 20 th century created good impact in terms of faith on the Indian classes.
The Basic Principles of Public Relations
Perhaps the negative image that developed for PR during the late 1980?s is traceable to some confusion about the meaning of the words public relations. We can, however, accurately describe the function and role of public relations practice with these ten principles. 1. Public relations deal with the reality, not false fronts. Conscientiously planned programs with the public interest in the forefront are the basic of sound public relations policy. 2. Public relations are a service-oriented profession, with public interest, not personal reward, as the primary consideration in its practice.
Public Relations
2008
3. Since the public relations practitioner must go to the public to seek support for programs and policies, public interest is the criterion by which a professional selects not only who will be represented to the public but also the programs and policies that will be offered to the public for support. 4. Because the public relations practitioner reaches many publics through mass media, which are the public channels for communication, the integrity of these channels must be preserved. 5. Because PR practitioners are in the middle between an organization and its publics, they must be effective communicators in the true sense of the world, conveying information back and forth until understanding is reached. 6. To expedite the two way of communication necessary for practicing public relations and to be responsible communicators, public relations practitioners depend heavily on scientific public opinion research. 7. To understand what the public are saying and to reach them effectively, the public relations practitioner employs the social sciences-psychology, sociology, social psychology public opinion, communications study, and semantics. 8. A lot of people are doming PR?s research. The PR person adapts the work of other, related disciplines.PR practice draws from learning theory and other psychology theories, from sociology, political science, economics and history. 9. A public relations professional should be measured by only one criterion: ethical performance.
Public Relations Scope of PR
2008
Public relation is a window of the corporation through which management can monitor external changes and simultaneously a window through which society can affect corporate policy. Today most social conflicts are caused by changing values and higher expectations from the superiors. We find regular conflicts between employer – employee, consumer – manufacture, management – shareholders, citizens – government and so on due to misconceptions and misunderstandings. These are generally the major challenges where PR practitioners can play a crucial role. They should get to know the psychology of the public mind and acquire skill in solving and also avoiding such conflicts. In our market economy there are information gaps which cannot be filled by the interaction of supply and demand via. Cost, wages or prices. Here public relations activity steps in. It provides relevant information on planning technical and organizational developments, inventions and their potential utilization, etc. The relations activity is becoming more and more important for the procurement of economically essential production factors. It makes it easier to tap the money-market or financing their projects by issuing bonds or shares. If the corporation cultivates public relations, it is easier for them to acquire land from a community and bring in own interest in harmony with these of the community. Today the public relation profession has even entered into the fields of non-commercial organizations, government departments, hospitals, universities and other nonprofit organizations.
Public Relations
2008
According to Edward L. Bernays, the fundamental laws and the necessity of public relations may be expressed in three words, information, adjustment and integration. The scope of PR is wide and also includes political field. Entrepreneurs, teachers, Political leaders, social workers, religions, leaders are all involved in public relations day in and day out. In business PR is a tool of management like marketing, production and finance. It is investing and creating asset for an organization which is finally reflected in improved performance profitability, and growth of the organization. Successful PR can be measured by its ability to convert negative situations into positive ones. Public relations can do the following: 1. Help win friends, influence people, persuade individuals, groups and in difficult situation bring about goodwill where needed and maintain goodwill where it is existing. 2. Create and build up image and reputation of an individual, organization and nation. 3. Public relations can bring out reward of mutual understanding and risks involved in misunderstanding between individuals, groups, government and nation. 4. Help the public to love life and work for better or for worse without condition. 5. Forestall attacks by opponents or competitors. 6. Counsel employees to recognize that as human beings they are more of a complete structure.
Specialized Areas of PR
1. Non-profit organizations The growing number of non-profit organizations offers a practitioner several advantages and opportunities; although the compensation is often lower than that in other areas. Because of their, the PR person generally has a great deal of freedom in
Public Relations
2008
designing a program. An attractive program that does not need a large bankroll probably will be accepted. 2. Educational institutions The type of PR practiced in educational institutional often requires the kind of person who also would enjoy dealing with the government. PR people in all educational institutions are likely to be involved with development, which includes fund raising. The functions of PR and development are separate, but the two groups must work closely together. However, the two functions are often lumped together under the umbrella term institutional advancement. The title of vice president for development or director of university relations is assigned to an individual who supervises both the PR and the fundraising functions. Sports information can either be under public relations or separate from it. The person responsible for it reports to the athletic director who in turn reports to the president. This arrangement can cause problems because university sports are often involved in controversies that affect university relations. 3. Industry A PR relation for industry also requires a good feel for political PR because so much of industry is regulated by government. A person who works for a company that handles government contract must develop a high tolerance for bureaucratic delay. One PR staff for a defense contractor has said the average time required get an „original? release meaning one with all new material-cleared for dissemination to the news media is twenty-three days. Since much of the emphasis in industrial public relations is on internal PR, a significant sector being labour relations, a strong background in the social sciences and business helps.
Public Relations
2008
PR practitioners in the utilities industry must work with both government and consumers. They must also know financial PR because most utilities are publicly held. Industry?s practitioners may be involved in product promotion, which means they need to understand and appreciate marketing and advertising activities 5. General business Business PR is broader than the retail PR. It involves working with government regulatory bodies, employees, the community, competitors and generally, the full complement of publics both inside and outside the company. Consumers represent an increasingly significant segment of the external publics because they talk to politicians and can arouse public opinion against business. Product promotion- of either a service of goods is also often an aspect of general business. For that reason, the business area is more likely to place to find the marketing/public relations title. 6. International PR for institutions and agencies The emergence of multinational companies has expanded this area of public relations. International PR is not limited to businesses, however, because many organizations and associations are international in scope. PR agencies often have offices abroad to represent both their own domestic clients and foreign clients. International PR requires special sensitivity to public opinion because practitioners deal with people whose Language, experience, and frame of reference differ from their own. Areas of particular concern are language and knowledge of its nuances, not just vocabulary; customs affecting attitudes towards media, products and services; symbols stemming form customs and laws, because incompatibilities between one country?s laws and another?s may make harmonious relationships impossible.
Public Relations
2008
The international Public Relations Association was formed in 1955 after meetings with PR executives in the United Estates, Britain, France, Norway and the Netherlands. Currently, members represent sixty countries. 7. Financial PR Financial PR includes such activities as preparing material for security analysts to study, developing an annual report acceptable to auditors and readable by the stockholders and knowing when and to whom to issue a news release that could affect corporate stock values. It is rather hazardous occupation because the consequences of a wrong move can be so detrimental. 8. Sports Before sports became big business, the term public relations was sometimes used, but the job was actually a combination of press agentry and publicity. Today, however, business enterprises in professional sports are of such size and scope that the PR title is legitimate. The professional teams have intricate relations with investors, their own players, competing teams and players, stadium owners, transportation and housing facilities, community separators, media and other important publics. Most pro sports organizations employ full time staff PR people and contract for special PR activities as well. Sports are increasingly important to colleges and universities. Sports information officers in these institutions handle relations with the media and fans.
Public Relations
2008
9. Leisure-Time PR The leisure time market, which has been expanding since World War II, includes all recreation and recreation related industries, it covers real estate promotion, public park development, resorts and hotels, travel agencies, airlines and other mass transportation system, sports, hobbies and crafts, and some educational, entertainment and cultural activities. Public relations generalizes can function here quite comfortably if they are creative and incentive in the promotion.
10. Health care PR Profit and non profit hospitals, health agencies such as nursing home corporations, pharmaceutical companies, medical clinics, health science centers and non profit health agencies all employ public relations professional. The demand in this field is for public relations practitioners who either know or who have the educational background to learn about medical science to translate that information accurately for the organization?s publics. There is also a heavy marketing component in this area, which means that the PR person needs good advertising as well as public relations skills.
Public Relations
2008
PR as Problem Finder and Problem Solver or Preventer?
As early as 1965. Public relations practitioner and another Philip Lesly outlined what he felt were the major problems for business in the second half of this century. These problems which may also apply to large nonprofit institutions are, Lesley said, “the most intangible, immeasurable and unpredictable of all elements affecting a business.” 1. The main problem in production is no longer that of increasing the efficiency of factories and plants, but of dealing with the attitudes of the peoples whose jibs are to be changed or eliminated because of the introduction of more efficient methods. 2. The principal problem go growth through innovation is not that of organizing and administering development programs, but of dealing with the reactions of the intended customers and dealers to the products. 3. The personnel problem is not that of projecting a firm?s manpower needs and standards but of persuading the best people to work for the company and then to stay and do their best work. 4. The financing problem is not that of financial planning for the company?s funding but of dealing with the attitudes of the investors. 5. The problem in advertising is not that of minutely analyzing the media, the timing and the costs but of discovering how to reach the minds and hearts of the audience.
Public Relations
2008
6. The problem of business acceptance is no longer that of demonstrating that an institution is operating in the public interests but of getting people to understand that its cornucopia works better when it has a minimum of restraints. Each problem Lesly isolated suggests a need for awareness of what is going on in the public mind. It suggests sensitivity to issues that are developing in the collective consciousness of those with whom the management must interact. To probe the public consciousness. PR people have turned to pollsters and futurists. The role the public relations consultant is playing in relation to current social crises is something no one foresaw years ago. No longer primarily a communicator, the PR practitioner is now a sort of moderator who tries to prevent the crisis from getting out of hand. Some of the tools used, such as personal contact and the media-mass and specialized are the same. However, the measure of performance is not how effectively the client?s message gets across but whether a flare up that can stop a client business can be avoided. One of the major obligations is to help the client?s conduct their business in a way that is responsiveness tooth new demands made by concerned scientists, environmentalists, consumerists, minority leader, underprivileged segments of the community, and employees. The most valuable public relations activity is that planned to prevent problems or at least some them while they are small.
PR as Interpreter And Communications link.
Perhaps, as suggested by Daniel H. Gray, as management consulted noted for his work on the social role of business, social accounting doesn?t exist. Indeed, perhaps the system needed concerns communication more than accounting. Communications audit have become common for institutions trying to track problem areas. Audits can be either internal, external or both.
Public Relations
2008
PR practitioner Philip Lesley observes that the institutionsmust function in a human climate and thoughtful managers recognize that they don?t have the expertise to deal with this element united. As human patterns becomes more complicated, they demand greater expertise and experience. Consequently, says Lesly, “communications sense and skills, which have been vital and have always been scarce, are becoming more vital and scarcer still.” This is where the PR practitioner comes in, of course. Lesly adds, “A public relations is a bridge to change. It is a means to adjust to new attitudes that have been caused by change. It is a means of stimulating attitudes in order to create change. It helps an organization see the whole of out society together, rather than form one intensified view point. It provides judgment, creativity and skills in accommodating groups to each other, based on wide and diverse experience. David Finn, cofounder of the PR firm of ruder & Finn, Inc., says: Twenty years ago public relations had its eye on the social sciences, with the full expectations that new discoveries would soon be made which would elevate the art of mass communication into a respectable and responsible profession. Ten year ago some of us though computer technology was going to do the trick and the phrase “opinion management” emerged as a possible successor to the long abandoned “engineering of consent”. As things turned out, it is not the technique of PR which ahs changed so much as the subject matter with which we are concerned. Emphasizing the communications ink role of PR, Finn focused on four developments that held to be true of the job. 1. The resolutions of conflict may require the modifications of many opinions, including those held by the PR consultants and clients. 2. Patterns of communications in the future may revolve increasingly around smaller groups. 3. The random benefits of PR activities not directly related to corporate interest will increase
Public Relations
2008
Hence, public relations play the role of a catalyst which can initiate activity between persons without too much difficulty. With its well established network of techniques, it generates activities which help individual, groups, business, corporations and government build their own image and gain goodwill of the general public. Public relation is a window of the corporation through which management can monitor external changes and simultaneously a window through which society can affect corporate policy. In business pubic relation is a tool of management like marketing, production and finance. It is investing and creating asset for an organization which is finally reflected in improved performance profitability, and growth of the organization. Hence, Successful public relation can be measured by its ability to convert negative situations into positive ones.
Public Relations
2008
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