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Public Relations Strategies and Case Studies

The document discusses public relations (PR) and its significance in maintaining mutual understanding between organizations and their publics, which include both internal and external groups. It outlines the characteristics and key functions of PR, such as press relations, product publicity, and crisis management, emphasizing the importance of public opinion and social responsibility. Additionally, it introduces issue management and anticipation strategies to address potential crises effectively.

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3 views12 pages

Public Relations Strategies and Case Studies

The document discusses public relations (PR) and its significance in maintaining mutual understanding between organizations and their publics, which include both internal and external groups. It outlines the characteristics and key functions of PR, such as press relations, product publicity, and crisis management, emphasizing the importance of public opinion and social responsibility. Additionally, it introduces issue management and anticipation strategies to address potential crises effectively.

Uploaded by

Poulama
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Marketing

VARTIKA
SRIVASTAVA
Communications
SESSION 18 (Public Relations)
Case Studies

 Cadbury’s
Dairy Milk

22-08-2022 VARTIKA SRIVASTAVA 2


Case Studies

 Cadbury’s
Dairy Milk

 Indigo Airlines

22-08-2022 VARTIKA SRIVASTAVA 3


VARTIKA SRIVASTAVA

Tylenol
Case
What did they do?
(Case copy)

What you do in today’s


digital era?

22-08-2022
4
Publics

 An amorphous group of people who come together because


they share some common concern or cause.
 Can be of two kinds:
– Internal - Management, employees, shareholders, dealers
– External - Customers, Suppliers, Govt., Media, Banks and
Financial Institutions

22-08-2022 VARTIKA SRIVASTAVA 5


Public Relations

“PR is the deliberate, planned and sustained


effort to establish and maintain mutual
understanding based on truth, knowledge and
full information”,
- Institute of PR, Britain

22-08-2022 VARTIKA SRIVASTAVA 6


PR: Characteristics

 It is a 2-way communications process


 PR works at creating mutual understanding among its
different publics
 Includes a variety of programs to promote or protect a
company’s image or individual products.
 It gives a lot of importance to public opinion
 It is always involved in social responsibility

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Five Key Functions

 Press relations—Presenting news and information about the


organization in the most positive light
 Product publicity—Sponsoring efforts to publicize specific
8 products
 Corporate communications—Promoting understanding of the
organization through internal and external communications
 Lobbying—Dealing with legislators and government officials to
promote or defeat legislation and regulation
 Counseling—Advising management about public issues as well
as company positions and image during good times and bad

22-08-2022 VARTIKA SRIVASTAVA


Issue Management

 Issues if not dealt with at the right time can become a


crisis.
 Mostly public in nature.
 Three important points for issue:
– There should be two sharply ended opinions
– There should be an emotional involvement
– There should be some concern for the society/environment

22-08-2022 VARTIKA SRIVASTAVA 9


Issue Anticipation Model

• James Grunig (PR Prof. Univ of Maryland)

That may Which will create Who will create


Decisions/Policies
create problems publics issues

• Three issue anticipation strategies:


– Create a ‘What if’ scenario based on the model
– Identify important trends that would be an issue. (Narrative form)
– Plan solutions/alternatives for whatever issues you identify.

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Three Types of Publics

 Long Haul – Interested in the long-term effects of any issue

 Special Interest types – E.g., Political Parties - Valentine’s Day

 Hot Button Types – People who just jump into the issue
because of emotional involvement

22-08-2022 VARTIKA SRIVASTAVA 11


DEFINITION

• “Crisis management is a structured approach to the


handling of crisis aiming to put in place a
communications strategy designed to direct the right
information to the right people with the maximum
speed, minimizing the risk of misinformation and
helping overall damage limitation”.
• Very important to keep in mind PUBLIC OPINION.

22-08-2022 VARTIKA SRIVASTAVA 12

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