Administrative & Business Communication EC, FBE, Management Department

CHAPTER FIVE
5. PUBLIC RELATION
5.1 Introduction
This part of the course is designed to introduce you with fundamental concepts of public relations. You are
going to get better understanding about importance, functions and elements of public relation. The
importance of public relation from government perspective will be discussed in details.
5.2 DEFINITIONS OF PUBLIC RELATIONS
“Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual
understanding between on organization and its publics.”
Institute of Public Relations, USA
“Public Relations are the attempt by information persuasion and adjustment to engineer public support
for an activity, cause, movement or institution.”
Edward L. Bernays
“Public Relations are a combination of philosophy, sociology, economics, language, psychology,
journalism, communication and other knowledges into a system of human understanding."
Herbert M. Baus
“Merely human decency which flows from a good heart.”
Charles Plackard
“Good performance, publicity appreciated because adequately communicated.”
Fortune (Magazine)
“Public Relations is Dale Carnegie - winning friends and influencing people - writlarge.”
Robert Heibroner
“Everything involved in achieving a favorable opinion."
George F. Meredith
Former President of the American Pubic Relation Association
“The Management function which gives the same organized and careful attention to the asset of goodwill
as is given to any other major asset of business.”
John W. Hill
"Public Relations is distinctive management function which helps establish and maintain mutual lines of
communication, understanding, acceptance and cooperation between an organization and its publics;
involves the management of problems or issues; helps management to keep informed on and responsive to
public opinion; defines and emphasizes the responsibility of management to serve the public interest;
helps management keep abreast of and effectively utilize change, serving as an early warning system to
help anticipate trends; and uses research and sound and ethical communication as its principal tools."
 Administrative & Business Communication EC, FBE, Management Department

Rex F. Harlow

5.3 ORIGIN OF PUBLIC RELATIONS

Thomas Jefferson (1807) used the phrase "Public relations" in the place of "State of thought" while writing
his seventh address to the US Congress. In India, Great Indian Peninsular Railway Company Limited (GIP
Railways) carried on publicity in Public Relations campaign in England for promote tourism to India
through mass media and pamphlets. During the time of First World War a central publicity board was set
up at Bombay (now Mumbai) for disseminating war news to the public and press. After Second World
War the Public Relations activity gained importance both privates as well as Government started Public
Relations campaigns.
5.4 NEED FOR PUBLIC RELATIONS
Investing on Public relations will help the organization to achieve its objective effectively and smoothly.
Public Relations is not creating good image for a bad team. Since false image cannot be sustained for a
long time. Though the organization product or services are good it need an effective Public Relations
campaign for attracting, motivating the public to the product or service or towards the purpose of the
program. It is not only encouraging the involvement from the public and also resulting in better image.
Effective Public Relations can create and build up the image of an individual or an organization or a
nation. At the time of adverse publicity or when the organization is under crisis an effective Public
Relations can remove the "misunderstanding" and can create mutual understanding between the
organization and the public.
5.5 FUNCTIONS OF PUBLIC RELATIONS
 Public Relations are establishing the relationship among the two groups (organization and public).
 Art or Science of developing reciprocal understanding and goodwill.
 It analyses the public perception & attitude, identifies the organization policy with public interest and
then executes the programmes for communication with the public.
5.6 ELEMENTS OF PUBLIC RELATIONS
 A planned effort or management function.
 The relationship between an organization and its publics
 Evaluation of public attitudes and opinions.
 An organization’s policies, procedures and actions as they relate to said organization’s publics.
 Steps taken to ensure that said policies, procedures and actions are in the public interest and socially
responsible.
 Execution of an action and or communication program.

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 Development of rapport, goodwill, understanding and acceptance as the chief end result sought by
public relations activities.

5.7 THE COMPONENTS AND TOOLS OF PUBLIC RELATIONS

Public
A group of similar individuals; an assortment of persons having the same interests, problems,
circumstances, goals; it is from such persons that opinion emanates. Public is a varied creature; it comes in
many forms and sizes. Public has a multitude of wants and desires; it has its likes and dislikes, sometimes,
strong likes and strong dislikes. Employers make for a public and employees another public; the
government is a public and citizens constitute another public, and so on, each of these groups is a public of
the sort, tries to attract a different audience with its own tools and techniques.

Relations
Human wants to create the need to establish relations with one another. The representative wants of the
individuals will profoundly affect their relationship. To understand any relationship, therefore, one must
understand the wants of those involved.
Relationships are of all possible types. We have relationship by ran-superior to inferior, inferior to
superior, and equal to equal. We have relationship by sentiment-benevolent, Friendly, suspicious, jealous,
hostile.
A relationship may be active, or it may be passive it may be good or it may be bad, or it may be neutral. At
any rate, the relationship is there to be accepted, ignored or altered, as desired.
Propaganda:
Propaganda is the manipulation of symbols to transmit accepted attitudes and skills. It describes political
application of publicity and advertising, also on a large scale, to the end of selling an idea cause or
candidate or all three.
Campaigns:
These consist of concerted, single-purpose publicity program, usually on a more or less elaborate scale,
employing coordinated publicity through a variety of media, aimed, at a number of targets, but focused on
specific objectives. A campaign objective may be the election of a candidate, the promotion of political
cause or issue, the reaching of a sales goal, or the raising of a quota of funds.
Lobbying:
It entails the exertion of influence, smooth and measured pressure on other, exercise of persuasion cum-
pressure. In essence, it means a group putting its points of view forward in an attempt to win the other
groups support.

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5.8 Some Possibilities that Would Call for Public Relations

Promotional Opportunity: To inform the new service / policy which call for Public Relations to make
wider publicity?
Competitive: To overcome the resistance (pre-set mind condition).
Controversy: To eliminate the contradictory conditions in between the organization and the public.
Adverse publicity: To inform the truth or correct issues and thereby removing the misunderstanding.
Catastrophe: Announcement of any unfavorable issues.
Crisis: Whenever threats arise.
PUBLIC RELATIONS IN GOVERNMENT
Public relations role in government:
The Government public relations contribute to:
1. Implementation of public policy.
2. Assisting the news media in coverage of government activities.
3. Reporting the citizenry on agency activities.
4. Increasing the internal cohesion of the agency.
5. Increasing the agency’s sensitive to its public’s.
6. Mobilization of support for the agency itself.
Public Relations for Government (objectives and organizations)
National Objectives:
The basic function of the government Public Relations department / agencies is to provide information,
education/instruction to the citizens. The effort should also motivate the people directly or indirectly, to
discharge these functions in a meaningful and purposeful manner, it is necessary that the Public Relations
Department / wing should be clear about the broad objectives which guide their work.
The national objective should be non-political, non-controversial, and on which there should be a national
consensus. The objectives should further the interests and the well-being of the public as a whole and
promote the many sided development of the country. The objectives should be long term ones and need
not necessarily change with political vagaries.

5.9 PUBLIC RELATIONS OBJECTIVE

For developing a sound Public Relations program, a clear well-defined Public Relations objective needs to
be established. These objectives should be very specific and measurable.
Example:
Objective: To immunize two million child of the state above the age of 3 and below the age of 5 during
the period of August 15 to August 30 to avert the Polio.

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Evaluation: Success of the program can be determined by the actual number immunized.
Objective:
1. To begin to provide the public with regularly scheduled advertisements about the danger of burning
plastic in open air and its associated disease like cancer disabled child etc.
2. To personally contact once in 3 months all media representatives (press meet) in order to inform the
health hazards and to seek their cooperation for highlighting the issues.

5.10 PUBLIC RELATIONS STRATEGY

For effective implementation of the Public Relations objective a Public Relations strategy is to be evolved.
The process of strategy starts with planning which consist of:
a) Determining Key results area
b) Define roles
c) Selecting and setting objectives
d) Preparing action plans relating to programming, scheduling, budgeting, fixing accountability and
establishing rules and procedures.
Rice and Paisley suggest the guidelines for planning a successful campaign.
i. Assessment of the needs, goals and capabilities of target audiences.
ii. Systematic campaign planning and production
iii. Continuous evaluation
iv. Complementary roles of mass media and interpersonal communication
v. Selection of appropriate media for target audiences.

5.11 PUBLIC RELATIONS PROCESS

The definition of Public Relations as relations with the general public through publicity, those functions of
a corporation, organization, branch of military service, etc., concerned with informing the public of its
activities, policies, etc., attempting to create favorable public opinions.
Public Relation is the planned effort to influence opinion through good character and responsible
performance, based upon mutually satisfactory two-way communications.
1. Research-listening: This involves probing the opinions, attitudes and reactions of those concerned
with the acts and policies of an organization, then evaluating the inflow. This task also requires
determining facts regarding the organization: "what's our problem?"
2. Planning-decision making: This involves bringing these attitudes, opinions, ideas and reactions to
bear on the policies and programs of the organization. It will enable the organization to chart a course in
the interests of all concerned: "Here's what we can do."

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3. Communication-action: This involves explaining and dramatizing the chosen course to all those
who may be affected and whose support is essential: "Here's what we did and why."
4. Evaluation: This involves evaluating the results of the program and the effectiveness of techniques
used: "How did we do?"
The first phase of Public Relations process is identifying and listing out the information or message to be
communicated.
The second phase of Public Relations is process to ascertain the existing image or awareness level about
the issue in the target group or common public.
The third phase of Public Relations is developing of communication objectives and priorities.
The fourth phase of Public Relations is deals with developing the message and choosing the media to
transit.
The fifth phase of Public Relations is the implementation of the message and media, coordination or the
dissemination of message.
The sixth phase of Public Relations is communication process to check whether message reached properly
and the expected action or behavior or knowledge on image factors.
The seventh phase of Public Relations in case the message did not reach properly identified the reason for
the ineffectiveness and rectification of the same and disseminates the revised message. Now, let us briefly
see the above component:

1. Listing and prioritizing of information to be disseminated:

May wish to inform the public:
a) The new policy of the Government or organization
b) The change in the existing policy
c) The new scheme promoted
d) The change in the existing scheme
Public Relations activity starts with identifying the message to be disseminated and prioritized.
1. Ascertaining the existing knowledge level or understanding the perceptions of the public
The organization can check a quick survey among the target group of the public to ascertain the
knowledge level of the issue for which the organization is planning to initiate Public Relations process and
in case of the image it is essential to know whether the image is positive, neutral or negative in terms of
the assessment or in terms of the organization or both.
2. Communication objectives and priorities
Based on the knowledge level or image factor, communication objectives are to be established which is
possible to evaluate and the top management approval is required. For example, communication objective

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instead of using the term increasing awareness level about the scheme, it should be specific "By 2005, in
the number of families where of the scheme be at least one lakh" so that we can evaluate the impact.
3. Message and Media
After choosing the objective, the content of the message need to be developed. While developing the
message we should keep in mind the media in which we are going to use for disseminating that message.
TV/Visual media may be effective for showing the demonstrating awareness. Training media may be
effective whether the recipient may wish to keep the gap or further reference.
4. Implementation of message and media
Based on the expected reaching level and target group, the budget is to be prepared and message is
transmitted through the appropriate media's.
5. Impact assessment
After release of the message, it is essential to study the impact at interval by interacting with the target
group.
6. Message redesigned
In case, the interaction of the target group reveals the message did not reach as expected the modification
in message or media need to be done and the revised message should be disseminated.
The research process: Opinion, market and academic researchers have developed a pattern of research
that involves nine basic steps:
1) Statement of the problem
2) Selection of a manageable portion of the problem
3) Definition of concepts and terms
4) Literature search
5) Development of a hypothesis
6) Determination of a study design
7) Gathering of the data
8) Analysis of the data
9) Recording of the implications, generalization, conclusions
Research for analysis of a specific problem should include these elements
1) A broad overview of what has gone before that influences the present situation
2) Changes expected in the environment in the next year or so that could affect the organization.
3) Social, political and economic trends foreseeable in the next five to ten years that could affect the
organization; and
4) What the organization can do to influence the public to accelerate favorable trends and slow down
unfavorable ones.

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 Administrative & Business Communication EC, FBE, Management Department

Public Relations Process:

Fact-Finding Planning And Communication Evaluation

Research Programming

Situation Strategic Actions Results

Background Analysis Timing Yardsticks
Causes Objectives Repetition
Precedents Alternatives Follow-up
Allies Risks
Opponents Benefits
Neutrals Consequences
Decision
Tactics

Proposal Conclusions
Vehicles Revisions
Media Renewal
Talent Termination
Cost

Approval Feedback
Commitment
Support
Participation

There are at least nine questions to be answered.

i. What are the objectives in influencing public opinion?
ii. What are the alternative avenues of action for attaining them?
iii. What are the risks in taking each avenue?
iv. What are the potential benefits in each?
v. What are the potential consequences beyond each?
vi. Which avenue do we choose to take?
vii. What should be the structure of a proposal to proceed on the course chosen embodying the projects
and programmes we want to carry out?

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viii. In what form do we present our proposal to best advantage for approval? To whom?
ix. What is the minimum commitment in support and participation acceptable from administration if the
plan is to go forward and succeed?

Input Activity Output

Organization Analysis PR Policy

Policy

Media Relations
Hints for Writing Press Release
 Choose positive rather than passive headline
 First paragraph should be sharp and crisp.
 Prepare small paragraphs.
 Avoid superfluous expressions.
 Avoid uncommon words.
 Avoid jargon and the use of initials.
 Check the spelling of people and place names.
 Type on one side in double spacing and leave a good margin.
 Better give, one page 25lines write up.
 Check the appearance of the information and make it attractive.
 Put the date & time and mention contact person and telephone
number for clarifications if needed.
While Handling Press Questions
 Confidence
 Ability to think and react on questions instantly
 Tact
 Authority
 Crisis management skill

TEN PRINCIPLES FOR TV MEDIA

The picture should tell the story. Forget every other point and remember this one, and you will be ahead of
the game. Too often when people

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1) Look for a visual symbol.

2) Grab the viewer’s attention.
3) Be single-minded.
4) Register the name of your product.
5) People are interested in people.
6) Show a payoff.
7) Reflect your brand personality.
8) Less is more.
9) Build campaigns.
How to read a storyboard?
The challenge is to look at a piece of paper with tiny illustrations and a few words and be able to visualize
an involving, dramatic piece of film. A commercial is presented in the form of a “storyboard” that pictures
the main action of the commercial and describes what the viewer will see (the video) and hear (the audio).
It will generally include some technical terms, only a few of which you must know.
Casting and special effects are particularly hard to visualize. It helps to show clips from television shows
or movies to suggest the kind of actors or actresses wanted or to demonstrate unusual production
techniques. The larger issue is what to look for in a storyboard.
Coping With Bad Publicity: Or When "Adverse Image” Is Projected About the Organization:
Be prepare with factual information
i. What are you clarifying about?
ii. Why are you write/clarify about particular event?
iii. What is this event?
iv. When did it happen?
v. Where?
vi. What form (how)?
Whether supporting documents are available? (Statistics / Data, Visuals (Photo /Video etc.)

While handling press five F's are

 Fast
 Factual
 Frank
 Fair
 Friendly

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