PUBLIC RELATIONS Definition Public relations is the deliberate

PUBLIC RELATIONS � Definition � Public relations is “the deliberate planned and sustained effort to establish and maintain mutual understanding between an organisation and its public” � Scot M. Cutlip : “the management function that identifies, establishes and maintains mutually beneficial relationship between an organization and various publics on whom its success or failure depends”

PUBLIC RELATIONS CONTD � Public Relations is a planned effort for a specific purpose. � Purpose : � To establish and continue communication channels between the organization and the public � To reach out and communicate with public � To persuade, convince and hold attention of publics

PUBLICS OF PR � Publics : certain groups of people � Organization’s publics: � Groups of people with whom organization needs to and wants to maintain communication � Personnel, shareholders, customers , suppliers, financiers, government, media, community, other companies, competitors

TYPES OF PUBLICS � Internal : Employees � External: Govt. , customers, investors, suppliers, community, media � An individual may be a member of one or more publics. � Eg : employee and share holder

FUNCTIONS OF PR Main function of PR Deptt: � To create and maintain mutual understanding between public and the organization � To widen the sphere of influence of an org � To identify and eliminate sources of misunderstanding � To present a correct public image of the company � To plan and sustain govt and industrial relations � To respond to crises, accidents, strikes etc � Uses publicity, advertising, film shows, exhibitions, conferences �

OBJECTIVES OF PR � To convert negative situations into positive ones. � Negative states : discrimination, hostility, indifference and ignorance � By identifying and eliminating misunderstanding positive state is created � Positive states: understanding and goodwill

METHODS � Internal PR: Information carried vertically and across the organization � External PR: Information carried vertically and diagonally with customers, vendors , investors, distributors, banks, government, media etc � Means : Letters, faxes, websites, telephone, internet, audio, video, press releases, advertisements, announcements, updates

INTERNAL PUBLIC RELATIONS � Channels: � Scope Vertical, horizontal, informal : � Communication with employees at all levels � To appreciate and motivate employees � To inform about new policies, changes, mergers, expansion, financial setbacks, downsizing etc � To train and educate employees � To guide and counsel employees � To address employee grievances

METHODS OF INTERNAL PR � Suggestion Schemes : � Method where employees can contribute their ideas, suggestions, proposals � Suggestion boxes are placed at vantage points � Cards /forms are provided � Employees can contribute anonymously � Review committee scrutinizes suggestions � Useful, feasible ones are selected and rewarded � Suggestion scheme converts complaining employee into a participating one

METHODS OF INTERNAL PR � Advice and Counselling � Problems of employees : personal, emotional, financial, professional � Conflicts , misunderstanding, poor performance � The above to be resolved by talks, discussion, advice � Professional help through counsellors provided

METHODS CONTD � Publications : � Prepared by organization � Monthly bulletins, annual, half-yearly, quarterly � Examples: � House Journals/organs: � To be informative, educative, interactive, interesting, colourful � Company news, employee news, photos

METHODS CONTD � Bulletins: � Smaller than house journals � Like newspapers, contains company news � Notice Boards : Used to put up notices, photos, � Exhibitions : to educate and inform employees � Inter dept, intra-co get togethers, visits

EXTERNAL PUBLIC RELATIONS � Purpose : Building an impressive image of the organization � Developing and sustaining mutual understanding between organization and public � Reaching out to opinion makers like govt officials, consumer groups, NGOs and media persons � To highlight organization’s attitude, commitment and social responsibility

METHODS OF EXTERNAL PR � Open House: Inviting public into the organization � Open House Day : Family members/neighbourhood/students invited to visit the factory/workplace for a conducted tour � Reassures family members/builds bonds � Exhibitions/Fairs/Product launch � To showcase products and interact with prospective customers � Film shows/fashion shows/art shows/sponsorships/charity shows/

METHODS OF EXTERNAL PR � Conferences/Seminars : � To exchange ideas, information, professional, social interaction � To present a good image as host, promote the organization and its products and practices � Attending seminars/conferences in other organizations increases learning

METHODS OF EXTERNAL PR � Mass Media: Used to reach out to large numbers � Use of print and electronic media, audio and visual media � Media helps shape public opinion � Information is given through press releases, press handouts, features, articles, advertisements, press conferences � Media and organizations are interdependent � Relationship should be of mutual trust and confidence

MASS MEDIA IN EXTERNAL PR � Newsletters: Meant for smaller readership, � Focus is on one topic � May be typewritten, cyclostyled or printed � Subscribers may be sent copies/online � For internal and external use � Frequency of publication will vary

MASS MEDIA IN EXTERNAL PR � Press Release : Information prepared by organization and released to the press � To be clear, concise and brief with photos if possible � Press Hand outs : Less formal than press release � Handed out to the media at the time of event � Handouts contain the necessary information

PRESS CONFERENCE � Organization directly interacts with the media � Conducted for major company events � Senior members of the organization have to be present � Interactive in nature � Press handouts may be given out � Useful in promoting the public image of the company

CRISIS MANAGEMENT A crisis may be defined as : “ a significant threat to organizational Functions that can have negative consequences If not handled properly. ” It is the responsibility of the PR dept : 1) To handle the crisis 2) To ensure least damage to the organization 3) To have a crisis mgmt team in place

CRISIS MANAGEMENT � Reasons for crisis in organizations � Lack of management ethics � Mismatch of ethics of mgmt and stakeholders � Loss of credibility due to refusal to share the truth with stakeholders � Refusal to take the blame or express regret � Allowing crisis to grow, not taking preventive � Steps � Not learning from past mistakes

CRISIS MANAGEMENT � Three phases of crisis management : � Pre-crisis, Crisis response, Post-crisis � Pre-crisis : � Concerned with prevention and preparation � Formation of Crisis Management Team � Leader of team from top management � Team members from important operational � areas.

CRISIS MANAGEMENT � Pre crisis � Crisis management team should listen to the grapevine and rumours from outside. � The team should be able to forsee and prevent problems from becoming crises � Good relationship with the media must be maintained.

CRISIS MANAGEMENT � Crisis Response � It is the way a crisis is handled. � The team must study, analyse, understand the crisis before responding to it. � Situations and personnel connected to the crisis must be studied and understood first. � Care and concern for the affected should be shown.

CRISIS MANAGEMENT � Crisis Response � A trained spokesperson should communicate with the media, give regular updates, present the facts, express regrets, avoid being aggressive or defensive , � Communicate with employees, customers, government etc � Keep channels of communication open. � Avoid denial and blame game

CRISIS MANAGEMENT � Post Crisis � Focus on preventive measures � Avoid blame game � Fulfill commitments to stakeholders � Take follow-up action and information � Crisis management reveals the ethical standards of an organisation