Different Tools of Public Relations
- 2. What is Public Relations? • Public Relations are the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depend. • According to British Council of the Institution of Public Relations, “PR is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public.” • According to Public Relations Society of America , “Public Relations is a philosophy and function of management expressed in policies and practices which serve the public to secure its understanding and goodwill.”
- 3. Process of Public Relations: The process of PR, understandably implies a series of steps but essentially quality is in focus. Process of PR Fact Finding Planning Communication Research Evaluation
- 4. Fact Finding: A PR person particularly after joining must understand the corporate objectives, know various publics. It has to find out the problems and challenges, strengths and weakness of the organization by personal as well as collective efforts. Planning: There are at least four primary reasons for planning PR programmes. •To estimate costs and man-hours involved •To decide priorities among multitude of operations • To set targets for PR operations •To consider the feasibility of carrying out the intended objectives according to available resources.
- 5. Communication: One of the most important human innovations in the new millennium is the increasing speed of information transfer. In essence, innovation in information transfer are bringing PR practitioners closer to stakeholders who will ultimately utilize the information of relevance to them. Research and Evaluation : Research and Evaluation will undoubtedly strengthen the PR profession. Research in PR is not a separate subject. The whole purpose of fact finding and planning will go haywire unless the Research and Evaluation objectives are kept constantly in view. Those are the very essence of successful PR activity.
- 6. External Media Using Photograph Internal Media Working with Individual group Media Relations Tools of PR Using Advertising Community relations Other Publicity Government relations Direct Methods of Communication
- 7. External Media Newspaper Radio Magazine Television Film Traditional Media
- 8. Newspaper Though broadcast media have become the predominant influence in our society, the newspaper retains a powerful position. Through this newspaper many information of PR able to reach many external publics of a organization. Radio Radio is primarily a medium of news and entertainment with commentaries talk shows and debate. In India, where many people are lived in village. For this the ways to reach rural audiences are Through news and information. Through entertainment programmes Through the feature programmes.
- 9. Television Television is now the most pervasive and most influential medium of mass communication. TV has impact and realism is welcomed everywhere and is readily available as a publicity medium for PR practitioners. Magazines Magazines are an important medium for product news, feature stories and pictorial publicity. Which afforded space to till a complete story are particularly suitable for service or educational publicity articles.
- 10. Films The film is a very powerful medium of PR, as a medium of communication, instruction, education, entertainment, marketing, research etc. Greater impact because of its powerful appeal to eye, ear and senses. Effective learning aid on account of auditory and visual qualities. Accurate reproduction of objects and events. Clarity. Long life-span and Measurability of circulation and effectiveness statistically.
- 11. Traditional Media The traditional Media have played a very important role in solving several emotional problems. In the developing countries where illiteracy is wide-spread and communications scanty, the folk media assume greater importance. In India music, dance, drama have always played an important role in combating destructive elements and in harmonizing emotional outbursts relating to caste, creed, religion and language issues.
- 12. Internal Media House Journal Bulletin Board Annual Report Printed Literature House Journal House Journals are one of the most effective tools that organizations can use to communicate with their employees. It is a periodical publication which tries to establish regular communication between an organization and its employees and other public. Bulletin Board Several times many organizations, publish many important Notices, orders, for the employees of organizations on a significant board, this is called Bulletin Board.
- 13. Annual Report An annual report is the most essential and first hand communication to introduce the company to the financial public as well as to financial collaborators. . Printed Literature Several times, some organizations are published printed literature for understanding the use of the product or about the product.
- 14. Media Relation Press Conference Press Release Press Tour Exhibition Press Conference Press conferences are a traditional method of giving information by direct use of face to face communication, technique. Press Release The usual way of issuing information to the press is by writing a press release. Press releases are a traditional method of handing out information and is a useful tool with the PR professionals.
- 15. Press Tour Several times many organizations are invited journalists to visit their production houses where their products are formed. After visiting journalists are written report based on this. For this press Tour is a very important tools for the PR professionals. Exhibition Exhibitions are an important medium to project on organisation’s materials process, products on its activities services, ideas to the public. It offers an excellent opportunity for personal contact with prospective consumers, consumers or dealers.
- 16. Community Relations A community is a group of people, who live in the same place, share the same government and have a common cultural and historical heritage. The people who live in a community and the institutions that serve them are mutually depend. The people cannot enjoy a good life without the institutions. That is called Community Relations. The objective of community Relation of a Company – To inform the community about company’s policies, operations and problems. To answer criticism and repel attracts by local pressure group. To promote the welfare of a community. To inform employees connected with a company. To find out what the community is thinking and saying about a company and its policies and operations.
- 17. Government Relations The function of PR in government is essentially non-political. PR in government department has two main tasks- To give regular information on policy plan and activities and achievements of the department. To inform and educate the public on legislation, regulations and all matters that effect the daily life of citizens.
- 18. Using Photograph for PR communication Photographs and illustrations are an important aid to public relations. The first point to appreciate is that photographs always lend authenticity. Photographs reduce boredom. It has definitely edge over the printed matter. It has newsworthiness even for the illiterates. Working with Individual group An influential group may consist simply of the ‘leaders’ of a community or it may be any one or combination of organization. Every service club, women’s group, political party, labour union, religious unit, association, civic organization, welfare body, veteran’s org, schools as a medium of communicate are the influential groups. Using Advertising for PR communication Advertising is also very effective medium for communicating. Public Relations purposes. Traditionally, organizations have used advertising to sell products but lately, firms use advertisements for purposes other than product promotion. Public relations advertising focused on the general image of the company wished to convey and the public issues it wished to confront.
- 19. Other Publicity Leaflets Stickers Level Direct Mail
- 20. Electric Spectacular Speeches and display Speakers Signs bureaus Telephone as a PR Post card device Direct Communication methods Communicating Letters theory activism Word of mouth