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
FactFinding:
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.
Pla nn in g:
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.
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 in vein unless the Research and
Evaluation objectives are kept constantly in view. Those are the very
essence of successful PR activity.
External Media Using
Photograph
Internal Media Working with
Individual group
Tools of PR
Media Relations
Using Advertising
Community relations Other Publicity
Government relations Direct Methods of
Communication
External Media
Newspaper Radio Magazine Television Film Traditional Media
New spa per
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.
Ra dio
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.
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.
F ilm s
1. The film is a very powerful medium of PR, as a medium of
communication, instruction, education, entertainment,
marketing, research etc.
2. Greater impact because of its powerful appeal to eye,
ear and senses.
3. Effective learning aid on account of auditory and visual
qualities.
4. Accurate reproduction of objects and events.
5. Clarity.
6. Long life-span and Measurability of circulation and
effectiveness statistically.
Tr a dit iona l 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.
InternalMedia
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.
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.
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.
PressRelease
The usual way of issuing information to the press is by writing
a press release. Press releases are a traditional method of
handling out information and is a useful tool with the PR
professionals.
Pres sTour
Several times many organizations are invited journalists
to visit their production houses where their products are
formed. After visiting journalists write report based on
this. For this press Tour is a very important tools for the
PR professionals.
Ex hib it ion
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.
C ommunit y R el a ti on s
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.
Gover nmen t Rel at ion s
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.
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.
Other Publicity
Leaflets Stickers Level Direct Mail
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