Public relations

1. PUBLIC RELATIONS

2. Public Relations
• Publicity in newspaper, a television interview with
organization spokesperson, appearance of celebrity on
the event.
• But PR define as “public relations is the management
function which evaluates public attitudes, identifies the
policies and procedures of an individual or an
organization with public interest and, plans and
executes a program of actions to earn public
understanding and patience”
• Rex Harlow- Founded PRSA

3. Public Relations
• Public relations is influencing the behavior to achieve
objectives through effective management of relationships
and communications- British Inst. Of PR
Key words
 Deliberate
 Planned
 Performance
 Public interest
 Two way communication
 Management function

4. Public Relations
Six broad elements
• Organization
• Corporate mission, service or products
• Publics- internal and external
• Management
• Two way communication process
• Public acceptance, mutual understanding

5. Public Relations
• Is PR all about winning and dining?
• Why do people seem to respond to PR?
• Can PR be self taught?
• What can PR do?
• Propaganda v/s PR
• Public interest

6. Public Relations
Publicity
A systematic distribution of public
information about an institution, individual,
a product, an idea or a service

7. Public Relations
• PR and Publicity
• Advertising- the process of buying sponsor
identified media space or time in order to
promote a product or an idea
• Components of advertising
Paid form
Non personal
Identifiable with sponsoring authority

8. Public Relations
Differences between public relations and advertising
 Strategy
 Target audience
 Purpose
 Message
 Media choice
 presentation
 cost

9. Public Relations
• Commercial v/s social
• Public affairs( government policies)
• Lobbying – a group or an individual who
try to influence politicians on a particular
issue
• Marketing and PR

10. Communication
• Communication is the process of passing
information and understanding form one
person to another. It is the process of
imparting ideas and making oneself
understood by others.

11. Communication
• Public communication
• Kinds of communication
Intrapersonal communication
Interpersonal communication
Mass communication
Group communication

12. Communication
• Shanon and weaver model of communication
• Lasswells model of communication
Who
Says what
In which channel
To whom
With what effect

13. Communication
• Hypodermic needle model of
communication- power of media over
audience
• Stepwise flow of communication
One step flow of communication
Two step flow of communication- opinion leaders
Multi step flow of communication

14. Communication
7 C’s of communication
Credibility
Context
Content
Clarity
Continuity and consistency
Channels
courtesy

15. Evolution Of PR
• Mythological PR
• Three evolution models of Indian Pr
State of propaganda- from 1500 BC to east India
company 1858
The era of publicity and public information
model- British India rule 1858- 1947
The age of PR – Independent India to till date

16. Evolution Of PR
• Two way asymmetric model
• Two way symmetrical model
• I & B Ministry
• People’ s participation
 Launching of 5 year plan
 General elections and emergence of democratic institution
 PRSI
 Growth of public sector
 Mixed economy
 Nationalization of scheduled banks
 LPG

17. Evolution Of PR
• Father of modern PR- Edward L bernays
• Four US PR models
Press agentry/publicity model
Public information model
Two way asymmetric model
Two way symmetric model

18. Principles of PR
• Basic Principles
Audience analysis
Relationship management
Public interest
Truth
Good cause and good deeds

19. Principles of PR
• Basic Principles
Two way communication
Multi functional discipline
Social responsibility
Sustained process
Change agent

20. Principles of PR
• Identification of publics
 Who are the public that can influence and promote
organizational goal?
 What is the demographic profile of the public?
 What is psychographic profile of the public?
 What is the public opinion about the organization?
 Who are the opinion leaders and decision makers that can help
the organization?
 How do we reach the public with the public relations message?

21. Principles of PR
• Stakeholders
• One message- different public
• Segmentation of public
• Major public
Internal
External

22. Principles of PR
• Categories of public
Employees
Financial publics
Suppliers
Distributors
Customers
Government
Opinion leaders
Media public
General community
Special public
International public

23. Principles of PR
Opinion leaders
Community leaders, caste elders
Priests, clergy, mullahs
Politicians, social activists, MP’s, MLA’s
Civil servants, teachers, academicians
Journalists, doctors, lawyers, public relations
manager, marketing executives, post masters
Trade union leaders

24. Principles of PR
The court of public opinion
Public opinion alone can keep a society pure and
healthy- Mahatma Gandhi
Four components
The nature of public
The methods of relations
Public interest
Public opinion

25. Principles of PR
Types of opinion leaders
Formal opinion leaders- IAS
Informal opinion leaders- ADMIRED
Public opinion polls
Voice of public is voice of god

26. Strategic Public Relations
Management dimensions
 Human resource management
 Financial management
 Production management
 Marketing management
 Business management
 Office management
 Industrial relations management
 Media relations management
 Public relations management

27. Strategic Public Relations
Relationship management
Employees relations
Investors relations
Customers relations
Media relations
Relations in crisis management

28. Strategic Public Relations
• Strategy- a plan designed to achieve a
particular long term aim
• Tactics – it is a skillful device or method
used to implement a strategy

29. Strategic Public Relations
• PR as a top management function
• Analytical tool
• PR practice
• Public transport
• Lowest hierarchy
• State of art

30. Strategic Public Relations
Two pronged strategy
• Making PR indispensable to the CEO of a company on one
hand
• Elevating the position of the chief of public relations to the
senior management level to provide professional advice to the
CEO

31. Strategic Public Relations
• Technology
• Know your CEO

32. Strategic Public Relations
• Boundary- means border or limits of an area or an
organization
• Spanning- is measuring the distance or the
environment of an organization
• Public relations- is a bridge of communication
between organization and its publics
• System – is an inter connecting network within an
organization.

33. Strategic Public Relations
• Environmental scanning- “the varied
information gathering, analysis, dissemination
activities that organization pursue in order to
keep up to date with changes in the
organizational environment”
• Information gathering, processing, feeding.

34. Strategic Public Relations
Areas where other departments consult PR manager
To obtain advice from an expert about a
communication problem
For help in communicating externally.
To facilitate or mediate internal communication
between units and employees
To bring news and views from outside through
feedback mechanism
To undertake marketing communication

35. PR Departments & Agencies
Four functions of PR are(4 A’s)
Analyst
Advisor
Advocate
Antenna

36. PR Departments & Agencies
• Private
• Government
• State and central government
• National campaigns such as pulse polio,
national savings, family planning etc are
carried out by central government.
• Regional level – state level

37. PR Departments & Agencies
• The ministry of information and
broadcasting
• Press information bureau
• PR in railways, defence etc

38. PR Departments & Agencies
Commissioner
Director
Additional
director
(press)
Asst. Director state
information
centres(7)
District PROs
Asst. project 23
officers
(tribal welfare
publicity) 8
Divisional PROs
69
Joint
director
advt
Regional
deputy
directors
6 zones
Joint
director
admin
Chief
information
engineer9
electronic
media
Accounts
officer

39. PR Departments & Agencies
Private sector
4 sections
Corporate image, advertisements and crisis
management
Media relations- press release, conferences, liaisons
with media
Publications- house magazines
Community relations

40. PR Departments & Agencies
A. Corporate office
Chairman and managing director
General manager PR
B. Local head office
Chief general manager
Asst general manager PR
C. Zonal office
Deputy general manager
Deputy manager PR
PR Set up in state bank of India

41. PR Departments & Agencies
• In house PR department
Merits
Better communication
Permanent jobs
Material requirement easily available for journals,
annual reports, corporate profiles, documentary etc.
24*7 service
Economical

42. PR Departments & Agencies
• In house PR department
Demerits
Uncritical and biased because of influence of
management
Experience of other fields
No continuity
Non professionals

43. PR Departments & Agencies
• PR consultancy
• Outsourcing
• PR as to Top Management

44. PR Departments & Agencies
HRD and Marketing
Advice on solving communication problem
Communication with internal and external
Bring news, feedback and views
Undertake marketing communication

45. PR Departments & Agencies
• PR budget
• PR department plan
 Executive summary
 Review of progress against previous year’s plans
 Budget performance
 Budget proposals
 Implementation of plans
 Media wise program
 Department structure
 Policy

46. PR Departments & Agencies
• PR team
• Recruitment
• PR manual

47. PR Departments & Agencies
PR agency
Advantages
Independent services
Long varied experience
Unsatisfactory service
Disadvantages

48. Corporate Communication
• Corporation- a large company or group of
companies authorised to act as a single
entity and recognized as such in law
• Corporate public
• Corporate face

49. Corporate Communication
Corporate communications v/s corporate PR
Corporate communication three broad components
 Communication by a corporation to influence stakeholders and
publics
 Marketing communication which is directed at achieving sales
 Organizational communication engaging those publics where there
is interdependence by implication with major groups such as
investors, employees and suppliers.

50. Corporate Communication
Dimensions of corporate PR
Employees relations
Shareholder’s relations
Customer relations
Dealers and suppliers relations
Community relations
Media relations
Relations in crisis management

51. Corporate Communication
Proactive and reactive PR
Six areas of proactive PR
 Feedback, honest, does it matter, problem
 Confidence about feedback, internal and external
 Image is satisfactory, if not..why..plans we have?..our reputations
 Customer’s communication expectations, current levels of quality
are appropriate?
 Fairly claim to be creative in what we are doing?..best in using are
resources, knowledge and skills, are using fresh ways..
 Are we identifying customers grievances and problems unasked?

52. Corporate Communication
The company visit

53. Corporate Communication
• Corporate identity and corporate image
• Identity- the distinguishing characteristic or
personality of an individual, logo etc.
• Symbol of corporate identity
• Image
• Corporate reputation

55. Corporate Communication
Values
• Extra psychological value
• Perceive as functional similar
• Increase job satisfaction
• Increase advertising and sales force effectiveness
• Supports new product
• Powerful signal to competitors
• Helps in raising capital

56. Corporate Communication
• CSR
• Corporate citizen

57. Stakeholders Relations
• The people who affect or are affected by an
organization’s programmes, policies, services or
products are mainly the stakeholders.
• Linked with the interest of ESC
• Employees
• Shareholders
• Customers

58. Stakeholders Relations
• New trends in recruitment
Principles of employees relations
Share information
Avoid distortion of information
Media
Timely
Loyalty
Feedback information

59. Stakeholders Relations
Area’s of employees PR
Organizational information
Job information
Collective bargaining issues
General education

60. Stakeholders Relations
Tactical objectives
• Achievement of targets in production
• Achievements of quality standards
• Achievement of cost reduction goals
• Achievement of productivity, improvement from new equipment and
procedures, change in facilities, machines and methods
• Introduction of new practices, changes in work standards,
restructuring of jobs, changes in classification and pay rates
• Resolution of employee dissatisfaction, strike, threats through sound
understanding of the issues.

61. Stakeholders Relations
Employees media and methods
• Print media
• Audio and oral media
• Visual media
• Audio video media
• IT new mass media

62. Stakeholders Relations
• Employees feedback
• Orientation program

63. Stakeholders Relations
Financial PR
Three M’s
Men
Money
Material

64. Stakeholders Relations
Investing public
• Actual shareholders of public owned
corporations
• Financial opinion leaders
• Financial journalists of both print and electronic
media

65. Stakeholders Relations
• The financial calendar
• Financial PR program
A plan for communicating with stock brokers and
financial institutions
A planned communication program for media
Effective communication plan with its internal
public

66. Stakeholders Relations
Customers PR
Customer service
Customer satisfaction index
Educative slogans

67. Stakeholders Relations
Social communication
The principle and techniques of communication
as applied to creating awareness on social evils,
issues and getting them eradicated from the
society may be called social communication

68. Stakeholders Relations
• Social justice
• NGO’s
• Sponsorships
 Goodwill by association
 Media coverage and association
 Market penetration and sales campaigns
 Alternative advertising
 Hospitality platforms
 Employee benefits
 Strengthened identity
 Enhance the reputation and image of the company
 Give product brands high visibility among purchasing
publics
 Corporate identity

69. Stakeholders Relations
• Community relations
• Staff make a social impact
• Government relations

70. Crisis Management
• An unpredictable major threat that can have a negative
effect on the organization, industry or stake holders
Three broad features
 Cannot be predicted, but can be expected
 A major threat has the potential to disrupt organizational
operations in some way
 Can threaten the organization, the industry or the
stakeholders

71. Crisis Management
Types of crisis
 Technological crisis
 Management failure crisis
 Malevolence crisis
 Natural calamities
 Man made disasters
 Government crisis
 Product related crisis
 Take over and merger crisis

72. Crisis Management
• Starting crisis
• Cash crisis
• Delegation crisis
• Leadership crisis
• Prosperity crisis
• Finance crisis
• Management succession crisis

73. Crisis Management
Stages of crisis
• Before the crisis
• During the crisis
• After the crisis

74. Crisis Management
Planning for a crisis- expected the unexpected
Catalogue the area of crisis and evolve a policy to
manage the crisis
Appoint a crisis committee which will act to both prevent
and manage crisis
Put the plan in writing or bring out a crisis manual for the
organization
Define the role of communication
Test the plan, test and test again

75. Crisis Management
• Crisis team
• http://www.ndmindia.nic.in/

76. Crisis Management
Crisis PR strategy
Crisis communication as information
Crisis communication as strategy

77. Crisis Management
Ten points of crisis PR
 Prepare crisis plan
 Prepare advance background information
 Manage inside and outside two way information flow
 Three R’s- Regret, resolution, reform
 Establish a crisis information centre
 Effective media relations management
 Official version
 Project relief and rehabilitation measures
 Crisis no longer local, always global
 Accuracy

78. Public relation in Government
Democratic form of government based upon
Public opinion as supreme power
People are both sovereign and subjects
Bureaucratic are public servants
Welfare of the people is the welfare of the state
Government is accountable and answerable to the
people
People’s feedback a prerequisite for the success of
democracy

79. Public relation in Government
State
Obligatory or primary functions
Optional or secondary functions

80. Public relation in Government
• Government- citizen interaction
• Information
Government PR
• Free two way flow of ideas and information from both
ends
• Accountable and answerable
• Information RTI
• Media

81. Public relation in Government
• Media relations
Four basic goals
Public policy communication: gain public support
Information service
Developing and protecting positive institutional
image
Generating public feedback

82. Public relation in Government
Management of public information
Indian information services
State information services

83. Public relation in Government
• Media units of ministry of information and broadcasting
Ministry of information and broadcasting
• AIR & DD
• Development
• Import and export of films
• Development and promotion of film industry
• Organization of film festivals and cultural exchanges
• Advertising and visual publicity
• Press relations
• Administration of the press and registration of book Act 1867, in respect of
news paper
• Dissemination of information about India within and outside
• Research, reference and training

84. Public relation in Government
Ministry
 Registrar of newspaper for India RNI
 Press information bureau PIB
 Research, reference and training division
 Photo division
 Publication division
 Films division
 Directorate of advertising and visual publicity
 Directorate of field publicity
 Song and drama division
 Directorate of films division

85. Public Relations in Police
• Distrust
• Five dimensions of police PR
 Role of police in democratic polity, public accountability and
answerability, relations should be human not administrative
 Projection of police services to the cause of the community
 Seeking people’s cooperation, trust, in discharging the
functions of community policing
 Relationship with media
 Measures to ascertain the perception of the public about police
services and its image

86. Public Relations in Police
• Twin objective
• Police behavior
• Police image

87. Public Relations in Police
PR practice in police department
• Employees relations- educating and
motivating police force
• Community relations- educating
neighborhood on police services
• Media relations- cooperation
• Relations in crisis-
• Feedback information- people’s reaction

88. Public Relations in Police
Two watchdogs
• Press
• Police
Professional PR approach

89. Public Relations in Banks
Public perception
• Customer friendly products and honest
services
• A public relations communication strategy

90. Public Relations in Banks
Four stages
The money lenders table
The much elite owners banking
Public sectors banks
Competitive banking in the liberalized
economy

91. Public Relations in Banks
Dimensions of PR in banks
• Employees relations
• Relation with customers
• Media relations
• Citizen’s charter

92. Public Relations in Banks
Types of customers
• Provider
• Provider transactor
• Provider seeker
• Borrower
• Borrower transactor
• Borrower seeker
• Transactor seeker
• Transactor
• Seeker

93. Public Relations in Tourism
Why tourism?

94. Public Relations in Tourism
Need for PR in tourism
• To compile data and promote places of tourist interest among the prospective
tourists
• Travel magazines for benefit of domestic and foreign tourist
• To identify and encourage travel writers by providing tourist information for
writing articles in travel magazine and other media
• To maintain media relations for coverage of tourist places, hotel industry in
both print and electronic media
• To launch multi media public relations campaigns like the incredible India
Tourism development corporation in 2006-2007 to project India as a global
tourist destination.
• To provide feedback information about the reaction of tourist to facilities,
services etc.

95. PR in Public Sector
Features of public sector
• Owned by government and accountable to
people through parliament or state legislatures
• Few cases no competition
• IRDA
• LPG in 1991

96. PR in Public Sector
Challenges of public enterprises
Competition with multinationals
Globalization of markets
Technological up gradation
Efficiency
Improvement in communication

97. PR in Public Sector
Function
 Employees relations
 Shareholders relations
 Customer relations
 Community relations media relations
 Communication about environmental protection
 Promotion of reputation of public sector
 Corporate advertising
 Management of crisis communication
 Media monitoring and feedback information

98. PR in Municipal Government
Units of local government serve twin objectives
Functions as the agents of state government
insofar as tackling the problems of local areas
Acts as individual units with statutory powers to
fulfill the needs of the local community

99. PR in Municipal Government
• Adequate public understanding how city government functions.
• Current public information about city operations.
• Channels through which the citizen can effect city government policy
and actions.
• Channels through which the citizen can be reached by the city
government, its officials, and other representatives.
• To maintain better media relations with press, radio and television.
• To make use of news media such as internet. E mail for quick
transmission of messages.
• To help municipal officials understand the role of the media in city
corporation and citizen relations.

100. PR in Municipal Government
• When the corporation is involved in crisis, public relations must tell
the facts to the media at the earliest possible moment.
• To instil better civil consciousness among the citizens for proper
utilization of civic amenities.
• To advice the municipal government on policy matters, gauge public
relations and suggest the administration on the means of gaining
public acceptance and cooperation.
• To conduct educative campaigns to seek public support for new
taxation proposals and other schemes.
• To inform the civic administration about public reactions and attitudes
on civic policies as reflected in media.

101. PR in Transport corporation
• Roadways
• Waterways
• Railways
• Airways
APSRTC

102. PR in Airlines
Functions in airline transportations
• To inform the public through all available media about the corporate
objective and programmes of corporations including the passengers
amenities taken up for the benefit of commuters.
• To high lights the problems such as damage, attack on crew, etc.
• Instil better traffic consciousness among commuters such as
maintaining queues, avoiding foodboard travel, purchasing correct
tickets, etc.
• To identify the adverse criticism on operation of busses , behaviour of
crew as appeared in the advertisements or from written and oral
complaints from opinion leaders.

103. PR in Airlines
• Issue clarification on criticism appeared in the press
without any basis.
• Making house journals
• Arrange for training in PR and code of etiquette for
the bus crew and other employees.
• Launch employees communication program.
• Evaluate the impact of the corporation’s policies on
the public and advise the corporation on policy
matters.

104. PR for NGO’s
 A non-governmental organization (NGO) is a legally constituted organization created by natural or legal persons that operates independently from any
government
 The term originated from the United Nations (UN), and is normally used to refer to organizations that do not form part of the government and are not
conventional for-profit business
 In the cases in which NGOs are funded totally or partially by governments, the NGO maintains its non-governmental status by excluding government
representatives from membership in the organization.
 The term is usually applied only to organizations that pursue some wider social aim that has political aspects, but that are not overtly political organizations
such as political parties.

105. PR for NGO’s
NGO type can be understood by orientation and level of co-operation.
NGO type by orientation
• Charitable orientation
• Service orientation
• Participatory
• Empowering orientation
NGO type by level of co-operation
• Community- Based Organization
• City Wide Organization
• National NGOs
• International NGOs

106. PR for NGO’s
NGO sector in India
http://ngo.india.gov.in
www.ngosindia.com
• Lack of or limited access to professional management
expertise
• Financial inefficiencies and malpractices
• Vested organised crime and political interests
• Extremism and terrorism

107. PR for NGO’s
Need of PR
Dependent upon fund raising, tax exemptions
communication
Need of people cooperation, communication plays a
major role
Media message to donors and to the beneficiaries
Stakeholders relations

108. PR for NGO’s
Audience for NGO’s
 The employees of organization
 The members of the board of management
 The beneficiaries or the people served by the organization
 The leaders, workers whose attitudes or behavior would influence the
functioning
 The individuals donors, corporations, charities, government who give
donations
 Similar NGO’s involved in voluntary work
 Opinion leaders
 Educational institute and the student community who can assist in their
voluntary work
 The media and their representatives

109. PR for NGO’s
PR Goals
• Promote public awareness of the organization’s vision,
mission, goals and programmes
• Design and implement public relations programme for
fund raising campaign
• Induce individuals and institution to make use of services
• Produce publicity material on the services for distribution
to the internal and external public

110. PR for NGO’s
• Media strategy
• Political PR
• General elections
• Political advertising
• Free media coverage
• India shining

111. PR for NGO’s
• Celebrity
• PR consultancy

112. Global PR and its Future
• Global PR
• Global communication
• Why is international PR?
• International public relations associations IPRA
• International association of communicators IABC
• Global forum for public relations GFPR

113. Global PR and its Future
• Trade wars
• http://www.carwale.com/research/comparecars/

114. Global PR and its Future

115. Global PR and its Future
Global competition :Challenges for corporations
• Reduction of cost of production and distribution
• High productivity with greater efficiency
• Quality of products and services of international standards
• Customer care and satisfaction
• Employees commitment to economic reforms
• Global perspective- faster and better adaption of new
technology
• Effective HR, Financial, Marketing comm etc.
• Effective PR/corporate communictaion management

116. Global PR and its Future
Three pronged strategy
1. It is the corporate plan and performance of the
organization that manages these challenges
2. It is the mindset of the workforce of a corporation,
stakeholders and the corporate culture of the
organization that manages these challenges
3. It is the PR communication as a strategic management
function and also as catalyst of change that manage the
challenge

117. Global PR and its Future
• Integrated PR communications
Five growth engines
PR education
PR as a top management function
Multi media approach
Integrated PR communication
evaluation

118. Global PR and its Future
• Future of PR
• Trends
• Social forces
• Global challenges
• Global v/s local

119. Global PR and its Future

120. Global PR and its Future
Six growth engines shaping the future
PR education and training
Emergence of e public relations
Two symmetric PR model
Integrated PR communication
PR society of India
ITM theory of gandhian public communication

121. Global PR and its Future
ITM theory of gandhian public communication
I- Intra and interpersonal communication based on
spirituality and sadharinikaran (meditation, prayer
meetings, public meetings, word of mouth)
T- Traditional folk art media
M- Mass media
M- modern information technology new media

122. Professional Organization
Characteristics of profession
 Mastery of particular intellectual skill through professional
education and training
 Professional literature, particularly text books and case studies
 Measurement and research methods in the field to assess the
results
 Professional association to promote the recognition of public
relation as a distinctive discipline
 Code of ethics and high standards

123. Professional Organization
• National PR associations –PRSI
• National PR day- 21st april
• Code of athens- Dr. albert oecki
• http://www.prsi.co.in/

124. PR and the media
• Medium – “means by which something is
expresses, communicated or achieved”

125. PR and the media
Classification of media
• The presentation media
• The representational media
• The mechanical media

128. PR and the media
sensory media
Visual media
Audio media
Intrapersonal media
Interpersonal media
Mass media

129. PR and the media
Functions of media
• Information source
• Interpretation forum
• Education and persuasion forum
• Entertaining source
• Economic, political and social source

130. PR and the media
Media and PR
• Newspaper
• Circulation
• Radio
• Television
• Internet
• Cinema

131. Interpersonal Media
• Interpersonal media- communication that
takes place within the individual mind.
• Self view
• Group communication
• Mass communication

132. Interpersonal Media
• Non verbal communication- that takes
place through facial expression, eye
contact, head positions, arm and hand
movements, body posture and
positioning of legs and feet.

133. Interpersonal Media
Organizational communication
Downward communication
Upward communication
Horizontal or side way communication

134. Interpersonal Media
Poor listening
• External distraction
• Prejudice against speaker
• Time lag between thinking speed and speaking
speed
• Interrupting speakers
• Listening blocks
• Poor speaking and delivery styles

135. Newspaper In PR

136. Newspaper In PR
• Journalism
• Guardian angel of democracy
• Thomas Jefferson, third American president,
“were it to me to decide whether we should have
a government without newspaper or newspaper
without government, I should not hesitate a
moment to prefer the later”

137. Newspaper In PR
Contents
• News and current affairs
• Editorial page (opinion page)
• Letter to editor
• Business columns- trade, market shares
• Entertainment- music, dance, cartoons, comics, games
• Sports
• Education etc

138. Newspaper In PR
Two tasks
• To maintain appropriate media relations with
press representatives
• To provide corporate information to the
media for coverage

139. Newspaper In PR
• Complaint of journalist
• Editors comment

140. Newspaper In PR
• How to write a good press release
• A press release in one of the communication tactics of
sending news of public interest to journalists for use in
the media. It aims at conveying essence of a story in
journalistic style for coverage in the medium being
approached

141. Newspaper In PR
Good press release
 Source
 Date of release or dateline
 Headline
 The first paragraph or the lead
 Additional paragraphs
 Statistics
 Conclusion or the final paragraph

142. Newspaper In PR
• The lead-Five ‘Ws’ and One ‘H’
• Who, what, where, when, why and how
• Body of story
 Facts been presented properly and accurately so that reader can
actually picture the occurrence
 If the story includes disputed points, have both the sides fairly
presented
 Does it answer 5W and 1 H
 Does it indicated the source of information
 Is it covering all aspects to be comprehensive

143. Newspaper In PR
Tips for successful press conference
 Purpose
 Venue
 The date, day and time
 Invitation
 Background
 Spokesperson or speaker
 Signage
 Question and answer sessions
 Hospitality
 Followup

144. Newspaper In PR
Press tour
• Function oriented – cover a project or inauguration
• Familiarization or project study tour
• Individual journalist tour

145. Newspaper In PR
• Embargo
• Press kit
• Advertorial
• Letter to editor
• Measurement of media coverage

146. Visual media
• “One picture is worth of thousand words”
• Photography
• Public relations photography
• Convey message through visual tactics

148. Visual media
Why should PR use photographs?
• Action shots of technical operations of machines
• Product and services photo in newspapers and catalogues
• Illustrate reports, booklets, house journals, folders, posters
• Illustrate news stories and features or events of organization
• Illustrate press advertising and posters
• Illustrate manuals, handbooks, annual reports
• Illustrate record albums, photo features in house journals
• Illustrate newscast in television
• Illustrate exhibition and other outdoor publicity material
• Human interest stories in photographs
• To impart training with the help of pictures
• Photographs in press kits

149. Visual media
• Exhibition
• Is exhibition is PR or marketing medium?
• Categories of exhibition
 Face to face
 Multi media
 Inform, educate, entertains and motivate
 Socio economic development
 Eliminate middle men
 New products introduction
 Comparing technologies
 Feedback

150. Visual media
Three components of organizing exhibition
 Theme, design, construction, display of stands, product,
photos, lighting, decoration, human interest live models
 Management and running the exhibition- buildup to break
down, well informed guides, visitor book, feedback from visitor
 Publicity and public relations support before, during and after
the exhibition

151. Electronic media- Radio & TV
• Radio

152. Electronic media- Radio & TV
• Other Facts about Radio Station in india:
• FM Radio stations in india has a reach to 86 cities at present.
• At present there are 240 FM Radio station.
• FM radio reaches 40 million listeners in the four metros.
• FDI and FII limits in a private FM radio broadcasting company have been
increased from 20 per cent to 26 per cent
• Private operators have been allowed to own more than one channel but not
more than 40 per cent of the total channels in a city subject to a minimum of
three different operators in the city.
• The increase in FDI puts radio at par with print and news channels, for which
the FDI is also 26 per cent.
• At present, the Indian radio industry - which has 36 operators - tots up a
turnover of Rs 1,200 crore a year.

153. Electronic media- Radio & TV
AIR- three major components
Entertainment
Information
Education

154. Electronic media- Radio & TV
PR opportunities
 News bulletins
 Field taped interviews
 Studio interviews/ discussions
 Phone in programs
 Sponsored serials
 specialized audience programs
 Youth programs
 Educational
 Development
 Public service announcements

155. Electronic media- Radio & TV
• FM services
• Impact
• Audience reach
• Community radio stations

156. Electronic media- Radio & TV
Writing for radio
Conversational style
Spoken language
Easy to listen formula
Testing copy
Figures
Honorifics
Abbreviations
Dateline language
Pronouns
Tense
Mispronunciation
Typing

157. Electronic media- Radio & TV
• Television
• Evolution
Characteristics
High impact
Audience selectivity
Fast awareness
sponsorship

158. Electronic media- Radio & TV
• PR medium
Five ways to use TV
News
Events coverage
Documentary films
Products and services
Commercial service

159. Electronic media- Radio & TV
Writing for television
• Four linguistic groups
• Limitations
• Impact
• Tub lantern
• Need based programs

160. Audio-Visual Media: Films
• Significance of films
• Darkened auditorium
• Blending of film with TV
• PR and films

161. Audio-Visual Media: Films
Characteristics
 Audio visual medium which appeals to both the senses of seeing and hearing
 Cinema serves journalistic trinity purpose- to inform, to educate and to
entertain
 As the films combines, colour, sound and motion, it lends realism and
authenticity to the messages
Advantages
 Ideas or messages received through the films are retained longer than
those received by other idea
 The films has no literacy barrier. Both literates and illiterates can
understand the language of the films

162. Contact us
Parveen Kumar Chadha… THINK TANK
(Founder and C.E.O of Saxbee Consultants)
Email :-saxbeeconsultants@gmail.com
Mobile No. +91-9818308353
Address:-First Floor G-20(A), Kirti Nagar, New Delhi India
Postal Code-110015
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