UNIT-1
CHAPTER 4
PUBLIC RELATIONS
In simple terms, Public Relations (PR) is the "art of reputation management."
While advertising is when you pay to tell people how great you are, PR is
when you get other people (like the news, influencers, or the community) to say
how great you are.
*Meaning of Public Relations*
Public Relations is a strategic communication process that builds a mutually
beneficial relationship between an organization and the public.
• The Goal: To create a positive image, earn trust, and ensure that when
people hear the company's name, they think of something good.
• The Difference: Unlike marketing (which focuses on selling a product),
PR focuses on building a brand’s personality and credibility.
FUNCTIONS OF P.R DEPARTMENT:
1. Media Relations: Building and maintaining good relationships with
journalists and news outlets to ensure the company gets positive news
coverage (known as "earned media").
2. Crisis Management: Acting as the "emergency response team" during a
scandal or disaster to protect the company’s reputation and provide
official statements to the public.
3. Press Releases & Content: Writing formal announcements (Press
Releases) and articles to inform the public about new products,
leadership changes, or company milestones.
4. Internal Communications: Managing the flow of information inside the
company to keep employees informed, engaged, and motivated.
5. Corporate Social Responsibility (CSR): Designing and promoting
"goodwill" programs, such as charity donations, environmental
initiatives, and community service, to show the company's human side.
6. Speechwriting & Executive Coaching: Preparing speeches for the CEO
and top managers and training them on how to handle difficult
interviews or public appearances.
7. Sponsorships & Event Management: Organizing and managing public
events like product launches, press conferences, and community
festivals to create a positive "buzz" around the brand.
*MEASURES OF PR*
A.) INTERNAL MEASURES
In simple terms, Internal PR is about communicating with the people
inside the company. The goal is to make sure employees are happy,
informed, and proud of where they work.
Here are the 7 key measures (tools) used in Internal PR:
1. Employee Newsletters
A regular digital or printed magazine that shares company news,
success stories, and updates.
• Why it works: It keeps everyone on the same page and celebrates small
wins.
2. Town Hall Meetings
Large meetings where the CEO or senior leaders talk directly to all
employees.
• Why it works: It builds trust by allowing employees to see and hear
from the "top bosses" and ask questions.
3. The Intranet (Internal Website)
A private website just for staff that contains company policies, tools, and
news.
• Why it works: It acts as a "one-stop shop" for all information an
employee might need to do their job.
4. Suggestion Boxes & Feedback Loops
Systems (like digital surveys or physical boxes) where employees can
share their ideas or complaints anonymously.
• Why it works: It makes staff feel that their voice matters and helps
management find problems early.
5. Recognition & Award Programs
Formal ways to say "Thank You," such as "Employee of the Month" or
"Years of Service" awards.
• Why it works: When people feel appreciated, they become better
"ambassadors" for the company.
6. Team Building Events
Social gatherings like office parties, sports days, or retreats.
• Why it works: It breaks down walls between different departments and
helps people bond as humans, not just coworkers.
7. Internal Branding
Using the company's logo, colors, and mission statement inside the office
or on staff apps.
• Why it works: It reminds employees of the "Big Goal" and creates a
sense of belonging to a professional team.
B.) EXTERNAL MEASURES:
External PR Measures are the actions a company takes to communicate with
the world outside its doors. The goal is to build a positive reputation with
customers, investors, the media, and the general public.
Here are the 7 key measures used in External PR:
1. Media Relations (Press Releases)
This is the most traditional tool. When a company has news (like a new
product or a new CEO), they send a formal "Press Release" to journalists and
news stations.
• The Goal: To get a "free" news story written about the company.
2. Press Conferences
For very big news, a company invites many reporters to one location to hear
an announcement and ask questions live.
• The Goal: To ensure the same message is delivered to all major news
outlets at once.
3. Corporate Social Responsibility (CSR)
This involves the company doing "good deeds," such as donating to a charity,
planting trees, or helping a local school.
• The Goal: To show that the company cares about the community and
the planet, not just making money.
4. Social Media Engagement
Using platforms like LinkedIn, Instagram, and X (Twitter) to talk directly to
the public.
• The Goal: To make the brand feel "human" and to respond quickly to
customer comments or concerns.
5. Sponsorships
Paying to have the company's name associated with a popular event, like a
sports tournament, a music festival, or a marathon.
• The Goal: To build "brand awareness" by linking the company name to
things people already love.
6. Crisis Communication
When something bad happens (like a data leak or a faulty product), the PR
team releases a statement to explain what happened and how they are fixing
it.
• The Goal: To minimize the damage to the company’s reputation and
keep the public's trust.
7. Lobbying and Government Relations
Communicating with government officials and policymakers to discuss laws
that might affect the industry.
• The Goal: To ensure the company’s interests are protected and that they
are seen as a responsible corporate citizen by the government.