Public relation management

PUBLIC RELATION
MANAGEMENT
A
ABI

ORGANISATION STRUCTURE OF PUBLIC RELATION
1
AUSPICIOUS
BANK OF
INDIA
DETAILS OF THE PROJECT
PRESENTER
NAME - MASTER. ROHAN W. MOHITE
CLASS/ DIV. - S.Y.B.M.S. / B
YEAR - 2012 - 13
ROLL NO. - 87
SEMESTER - IV
TOPIC - ORGANISATION
STRUCTURE OF
PUBLIC RELATION

2
PROJECT GUIDE - PROF.JHARNA TOLANI.
SUBJECT - PUBLIC RELATION
MANAGEMENT
COLLEGE - K.G. JOSHI COLLEGE OF
ARTS &
N.G. BEDEKAR COLLEGE OF
COMMERCE.
ACKNOWLEDGEMENT
This project “ORGANISATION STRUCTURE OF
PUBLIC RELATION” is a result of co-operation, hard work
and good wishes of many people. I would like to thank our
project guide Prof. JHARNA TOLANI for her involvement in
the project work and timely assessment that provided me
inspiration and valued guidance throughout my study.
I am highly indebted to Dr. Mrs. Shakuntala A. Singh,
Principal K.G. Joshi College of Arts & N.G. Bedekar College
of Commerce, for giving us an opportunity to do a project. I
would like to thank Prof. Mr.D.M. Murdeshwar , course
co-ordinator, for his friendly guidance and constant
encouragement.

3
I would like to express gratitude towards my parents,
teachers of K.G. Joshi College of Arts & N.G. Bedekar
College of Commerce, the library staff and college friends
whose co-operation, encouragement and efforts have helped me
in giving the final shape and structure to the project.
My thanks and appreciations also go to my college mates
and to all those people who have willingly helped me out with
their abilities.
INDEX
Sr.
No.
CONTENTS PAGE
No.
REMARKS
1. PUBLIC RELATION
INTRODUCTION
4
2. PROFILE OF THE
COMPANY ABI
5
3. ORGANISATION
STRUCTURE OF PR
7-14
3.a) PUBLICITY 7
b) EMPLOYEE JOB
PROFILES
8-9
c) RECRUITMENT,
SELECTION AND
10-13

4
TRAINING OF
EMPLOYEES
d) TOOLS USED BY PR
DEPARTMENT
14
4. CONCLUSION 15
5. WEBLIOGRAPHY 16
PUBLIC RELATION
INTRODUCTION
HISTORY-
Public Relations has been with us for thousands of years. Public Relations
became a profession in 1903 as Ivy Lee undertook to advise John D. Rockefeller
on how to conduct his public relations. Rockefeller owned coal mines and the
Pennsylvania Railroad. Miners were on strike and the railroad hushed up the facts
when its trains were involved with accidents. Lee advised Rockefeller to visit the
coal mines and talk to the miners. Rockefeller spent time listening to the
complaints of the miners, improved their conditions, danced with their wives, and
became a hero to the miners. Here evolved the concept of Public Relation
indirectly.
MEANING-
Public is a group of similar Individuals, an assortment of
persons having the same interests, problems, circumstances &
goals. They vary in their forms & sizes they have a multitude of wants
& desires. Each group has its own likes & dislikes. Group can

5
be classified as:- Employees form a group/public, employers
form another group, etc. Other members of the public can be dealers,
wholesalers, investors, etc.
Relation is the outcome of mutual understanding derived from
the process of sharing of common interest. It exists in humans because
human wants. It affects their relationship.
The above two concepts –Public and Relation, by integrating
them both, we get the concept of „PUBLIC RELATION.‟
Definition of PUBLIC RELATION-
“Public Relation is an attempt by information, persuasion and
adjustment to engineer public support for an activity, cause, movement or
institution.‟‟ - Edward L. Bernays.
COMPANY PROFILE
LEGAL NAME - A ABI
AUSPICIOUS BANK OF INDIA
INCORPORATION DATE – 02/04/1981
LEGAL CORPORATE
OFFICE IN INDIA - ABI BUILDING, NAGPADA, MUMBAI
CENTRAL, MUMBAI- 400 008.
MAHARASHTRA.
LEGAL FORM – PUBLIC LIMITED COMPANY
STATUS – LISTED & OPERATIONAL
ON BSE: 500087
NSE: ABI
BSE SENSEX Constituent
BUSINESS OPERATION – Banking, Financial services

6
AREA SERVED - Worldwide
(Figures of 2012)
REVENUE - US $ 20.950 billion
PROFIT - US $ 2.540 billion
TOTAL ASSETS - US $ 350.257 billion
TOTAL EQUITY - US $ 13.540 billion
EMPLOYEES - 1,62,512
KEY PEOPLE - Mr. SUDHIR WAGH.
LOGO - THE „A‟ REPRESENTS THE NAME AND
THE NAME REPRESENTS IT‟S PURITY.
SLOGAN - „A PURE PERSON TO DEAL WITH‟
BOARD OF DIRECTORS - As on 14 January, 2013, there are fifteen
members in the ABI board of directors. The complete list of the Board members is
as under:-
1. SUDHIR WAGH (Chairman)
2. SUNIL G. KUMAR (Managing Director)
3. RANI Gupta (Managing Director)
4. Krishna SANGTI (Managing Director)
5. S. Visvanathan (Managing Director)
6. RAVI DESHMUKH (Director)
7. ASHOK BALGAR (Director)
8. VISHAL KHEDKAR (Director)
9. SHRADDHA SATHE (Director)
10.RAVIKANT GAIKAR (Officer Employee Director)
11.SANEETH KUMAR (Director)
12.Bhushan Mohapatra (Workmen Employee Director)
13.VEER GADA (Director)
14.GULABCHAND RAI (Director)

7
15.S.K. Mittal (Director)
AUSPICIOUS Bank of India (ABI) is a banking and financial
services company based in India. It is a state-owned corporation with its
headquarters in Mumbai, Maharashtra. As of March 2012, it had assets
of US$350.257 billion and 10,119 branches, including 102 foreign offices in 22
countries across the globe making it the 5th
largest banking and financial services
company in India and 385th
in the world by Fortune Global 500 rankings of the
world's biggest corporations for the year 2012. ABI provides a range of banking
products through its network of branches in India and overseas, including products
aimed at non-resident Indians (NRIs). ABI has 14 regional hubs and 57 Zonal
Offices that are located at important cities throughout the country.
DEPARTMENT OF ABI
I) PR DEPARTMENT-
The PR department of ABI bank is a well managed group of people, a
group of experienced, knowledgeable, expertise, relation maintaining people with
people. The PR department of ABI works for a cause. It is a well co-ordinated
group offering a profitable service for ABI. ABI‟s PR consistently updates the
needs of this changing world and thereafter makes ABI adopt the suggestions
given by them.
PUBLICITY
1. Offering incentives-
A policy to reward those who send you business by offering a bit of money to existing clients,
vendors and employees. Chances are, the people you enjoy working with are connected to others
whom you would also enjoy working with. If you have a policy like this already, consider
running a giveaway for most leads in a quarter.
2. Has developed strategic partnerships-
A network with other agencies or entrepreneurs that work with similar clients but don‟t offer
public relations as a service. Agree to recommend only the other agency or professional to clients
that are a fit and vice versa. You can have several different partnerships like this depending on
client size, vertical, location or budget.
3. Creating a client prospect wall-
Sometimes it helps to keep opportunities top of mind. At Red Door, we have a wall of logos in
one of our conference rooms. Some are of existing clients and others are those we have identified
as a good fit based on a variety of factors. This wall serves a few different purposes. Just seeing

8
those logos day in and day out keeps them top of mind for employees (we do offer a new client
bonus program as well). When partners or prospective clients come in for a meeting, they get a
clear picture of our current list as well as a clear understanding of the type of clients we are
looking for. Finally, it sparks conversations and connections around the brands, which can also
open up inroads at a particular company. You never know has an uncle working at the company
you have had your eye on, after all.
4. Marketing materials are updated-
Having you updated your company mission statement, your about page, your case studies or your
logo. Does your website look more 2003 than 2013? It can be easy to forget out own websites
and marketing when we are busy making everyone else look great.
5. Passing the information through friends-
Sending them know you are on the hunt for new clients. Add in a short elevator pitch they can
use if they come across someone that fits your client profile.
6. Has a referral group-
Essentially, it‟s a group of professionals who agree to refer each other business and it can be an
option for building relationships and expanding your network.
II)Employees working in PR department in ABI –
CHIEF OF PUBLIC RELATION IN ABI-
The chief is Mr. Harshad Mehta. An MBA from IIM, Delhi and he also holds an
Advanced Management Program (AMP) from Harvard Business School, USA. In his role, he
provides ABI a strategic direction and leads the team towards achieving rapid growth and
profitability.
His functions include-
1. Planning for a better future of company and planning to build relations with people.
2. Organising work for whole staff of PR and other activities as per planning.
3. Staffing in the means of promotion, rewarding, educating and motivating the
Employees.
4. Directing the employees by leading them on a proper way by motivating them and
communicating with them about their needs, problems, suggestions, sometimes going
with their personal.
5. Having a strong Co-ordination with the employees as well as the regular customers.
CHIEF
CORPORATE
PR MANAGER
PRINT
PUBLICATION
PR MANAGER
MEDIA
RELATION
PR MANAGER
PHOTOGRAPH
Y UNIT
PR MANAGER
GOVERNMENT
RELATION
PR MANAGER
COMMUNITY
RELATION
PR MANAGER
DEPUTY
CHIEF

9
6. Controlling all activities related to PR, which include finding out deviations if any,
correcting the; reporting/ communicating to other fields than PR; etc.
DEPUTY CHIEF OF PR IN ABI-
The Deputy Chief is Mr. Arun Gada. He is an MBA from IIM, Mumbai and has
completed various courses. He co-ordinates with the chief and in absence of the chief he
becomes the acting chief of PR of ABI Bank.
Corporate PR manager-
The corporate PR manager is Mr. Parag Jain. He manages the PR in the corporate i.e.
building relations with the employees of the corporate.
Print Publication PR manager-
The print publication PR manager is Mr. Amod Kulkarni. The job is related to
printing, publication of company‟s reports as per their research, the relation to his
advertising, publicity i.e. promotional tools. His functions include- assisting Public
Relations Manager and other staff in coordinating District print, broadcast and new media
advertising campaigns, class schedules, college catalogs, printed programs and brochures;
assisting with writing and distributing news releases announcing important college
information and events, updates and maintains District‟s online calendar of events;
coordinating media buys and reserves advertising space with appropriate media outlets;
creates and maintaining integrated campaign spec sheets and determines production
deadlines; proofs print and broadcast copy for grammatical and typographical errors, etc.
Media relation PR manager-
The Media Relation PR manager is Mr. Subodh Karve. The job is similar to print
publication PR manager. He tries to maintain relation of the company with the public, as
in and through various media. He arranges the media contents, the company‟s
information and other things.
Photography PR Manager –
This unit is undertaken by a separate firm of Photography, but the management is
done by the Deputy Chief of our PR. He is entrusted the responsibility to inspect/ oversee
contents related to photography.
Government Relation PR Manager-

10
The government relation PR manager is Mr. Dayanand Rao. His job is - 1.to have
regular meetings & contact with government officials.
2. to submit all the documents required after & before incorporation of the company.
3. to take approval from government officials for advertisement & publications.
4. to keep close watch on government policies &n changes taking place in policies.
Community Relation PR Manager-
The community relation PR manager is Mr. Swati Nayak. She is appointed, as a
woman to understand the community well. She has been an expertise in maintaining
relations with the rural and urban market. Her job is to be in the community of people.
The job work includes reaching and getting(understanding) the people by
1. social networking sites/media,
2. newspapers by having a topic related to the company,
3. getting in the unnoticed/ unobserved areas, getting in information,
4. Organizing events, school/college festival sponsoring, and other community
programmes, etc.
III) RECRUITMENT, SELECTION AND
…………….TRAINING OF EMPLOYEES
Methods of Recruitment of employees-
The ABI recruits and selects employees having the capability of
working as its employee. ABI‟s PR department has a management as above,
now they have their subordinates and other helpers. For this they need to
have team of persons. This persons are recruited as follows, by possible
means as follows-
1. Print Advertising-
This method is carried out by job offers published in
newspapers, magazines of Business standards, pamphlets, etc. The
advertisement contains job description, the functions and specific
responsibilities of the job; the qualifications, qualities required,
experience requirements; work schedule along with company
profile.
2. Online Advertising-
This method is carried out by job offers posted on busy user
sites like Google, yahoo, etc.; or on social networking media like
FB, Twitter, etc.; or special employment sites like

11
monster.com,timesjobs.com; etc.; or by making an E-mail to the
employee directly through obtained information.
3. Internal Recruitment-
Internal recruitment is a process of recruiting people
internally within the Organisation. The employees may be -
present permanent employees (based on programs of career
development), present temporary / casual employees, retired
employees, dependents of deceased disabled, retired and present
employees. Through- Intranets, staff notice, boards, In-house
magazines / newsletters, Internal notices, meetings, Personal
recommendation – often referred to as „word of mouth‟.
4. Campus Recruitment-
In this method, the HR firm visits a college/ university and
interview students who are passing out of the university exam,
related to PR and other management activities. They interview the
students as to understand them and check whether they and
company are suitable for each other to work with.
Methods of Selection of Employees
After the calling/Recruitment process, it is not that all persons called are fixed for
employment. Inspection is to be done of those persons for the company to get a
proper person for a proper job. This inspection is termed as Selection after passing
out in the inspection process. The Selection methods are as follows-
1. Aptitude Test-
This is the first stage we can say, where persons have to
answer a set of questions as a method of checking the knowledge
they possess. In this test they are asked about them, management
questions, mathematics, general knowledge & other information.
2. Personal interview-
This is the important stage, we can say. In this a panel/ group
of experts sit around a table and interview the person. In this
Interview they are been asked as per the mind of interviewer.
Common questions include- Tell about yourself?, knowledge test,
general knowledge, interests, etc. This enable them to judge the
person by judging their knowledge, skills, performance which they

12
will give, attitude and many more things about them. This is
possible because the experts are expertise, experienced,
knowledgeable persons interviewing able to understand people.
3. Medical Tests-
The medical tests are conducted before selection of an
employee, with respect to check whether the person is fit to work
as an employee of the company and second if the employee
despite of his excellent interview skills, he is proved to be unfit he
is rejected, as the person may prove financial loss to the company
if he falls ill or something.
Methods of Training after Selection of Employees for the Job
After selection, the persons become Employees of the company. It is a fact
that a new person in the field as employee cannot have practical knowledge and an
experienced joining this new Organisation may not know the methods of this
Organisation. So the following methods of training for them
A) Internal Methods-
1. Understudy -
In this method, the new employee receives training from hi/her
superiors as understudy. The employee gets experience from the
superior. The superior is trained as to train the new employee as
subordinate with the practice and problems that confront Public
Relation manager in day to day administration.

13
2. Job Rotation-
In this method, the new employee after a period of months is
shifted to a new job. This is in order to provide diversified training to
them as to give them knowledge and experience both of whole
working in the firm.
3. Selective Reading –
The ABI has a special facility of a Library containing books of
topics related to PR. This helps the employees to solve any doubts
theoretically and thus increasing the productivity of ABI.
B) Off the Job Method of Training-
1.Special Courses-
This courses refer to courses of computer (special PR softwares),
PR training, etc.
2.Conferences-
Conferences do occur, but this are different from others as in
this the employees share their experienced information, observation,
ideas, etc. in a discussion.
3.Sensitivity Training-
In this, the employees are made understood as how groups work
and their discoveries and effect of behaviour.

14
4.Management Games-
Games are a thing, which energize you, make you fresh and
happy and rejuvenate you. During any training programmes, it should
not happen that the training is interrupted or obstructed because of
boring training. So Management games are involved or carried out to
train employees. In this employees are given the task of making
decisions on an interesting topic, which is judged by the superiors as
to correct them or popularize it.
TOOLS USED BY PUBLIC RELATION DEPARTMENT
1) Press Release-
The PR of ABI studies and analyses the bank‟s IPO, stock
listings, etc. and utilizes it for its functions. It also uses at the time
of launching any new scheme and to inform about the policies,
programs and activities to the press so that it can be publicized.
2) Interview and meetings with journalists-
The PR interview journalists and meet them to obtain the
current on-site market knowledge. They have contacts with them
for information they posses.
3) Posters and Calendars, Diaries of the company-
The PR rather from social media, tries to popularize its bank
and its schemes by distributing free calendars, Diaries to its
customers and other persons and pasting posters in a busy areas
containing promotion of ABI BANK.
4) Conferences, Exhibitions and Seminars –

15
Organisation of Conferences and Seminars are done to solve
issues and promote the not promoted. It helps to clear the doubts of
the people.
5) Updating Website and Corporate Advertising-
The PR is given the responsibility to update and redesign the
website as per technology and services offered. It creates a good
impression in customer‟s mind. Corporate advertising is done to
promote its product and services.
6) Sponsorship-
This is the most effective tool, through which the Bank
comes in customer„s mind i.e. by participating in the events
organized by the people, or a donation to a needful society. The
Bank‟s biggest sponsorship is to the “SAVE THE GIRL CHILD”
and helping in organising its activities.
CONCLUSION
This Project on “ORGANISATION STRUCTURE
OF PUBLIC RELATION” focuses on the well-planned,
structured working of a PUBLIC RELATION department.
This project deals with PUBLIC RELATION, as to how a
BANK or COMPANY should maintain PUBLIC
RELATION.
The project showcases on how a firm Publicize its
contents; how a PUBLIC RELATION should be formed
with suggestions of methods of recruitment, selection and
training of employees. Today is the age of competition
and to remain firm in the competition depends on how
efficiently the Organisation manages its PR & projects the
company's image.

16
The project wholly tells one important thing is the
PUBLIC RELATION. Today public relation is a necessary
tool to know/understand people, to meet their needs i.e. to
innovate ideas and implement functions and policies that
the public want; by their process of work and their
research. The PR has also the responsibility of convincing
the public most the times due to the firm‟s innovative ideas
or schemes for the public which the public is new.
Today the PR concept has become necessary or
……. Pervasive. Any Organisation, company or any firm, be it
……..government Organisation, everybody need to adopt
……..PUBLIC RELATION.
WEBLIOGRAPHY
1) www.amazon.com
2) www.businessdictionary.com
3) www.wikipedia.org
4) www.linedin.com

Public relation management

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