MADE BY- 1.

ANVESHA GUPTA (10F)

2. SHRESHTHA JAIN (10F)
3. DIVYA SOMANI (10F)
4. RASHI VADECHA (10F)
 MEANING OF PUBLIC RELATIONS
• THE FUNDAMENTAL PURPOSE OF PUBLIC RELATIONS PRACTICE IS TO
ESTABLISH A TWO WAY FLOW OF MITUAL UNDERSTANDING BASED
ON TRUTH, KNOWLEDGE AND FULL INFORMATION.
• PUBLIC RELATIONS IS THE PLANNED EFFORT TO INFLUENCE OPINION
THROUGH GOOD CHARACTER AND RESPONSIBLE PERFORMANCE,
BASED UPON MUTUALLY SATISFACTORY TWO WAY COMMUNICATION.
• PUBLIC RELATIONS IS AN ATTEMPT, THROUGH INFORMATION,
PERSUASION, ADJUSTMENT AND CONTACTS, TO SEEK SUPPORT FOR
SOME ACTIVITY, CAUSE, MOVEMENT, INSTITUTION, PRODUCT OR
SERVICE.
 NATURE OF PUBLIC RELATIONS
• PUBLIC RELATION IS A PLANNED AND SUSTAINED EFFORT. IT
IS A MANAGEMENT FUNCTION.

• IT IS CONCERNED WITH RELATIONSHIP BETWEEN AN

ORGANISATION AND THE PUBLIC.

• IT REQUIRES BOTH ACTION AND COMMUNICATION

PROGRAMMES.

• THE BASIC PURPOSE OF PUBLIC RELATIONS IS TO CREATE

AND MAINTAIN HARMONIOUS RELATIONS BETWEEN AN
ORGANISATION AND THE PUBLIC

• IT INVOLVES EVALUATION OF PUBLIC OPINION AND

ATTITUDES ABOUT THE POLICIES, PROCEDURES AND
ACTIONS OF AN ORGANISATION INSOFAR AS THEY RELATE
 SCOPE OF PUBLIC RELATIONS
• EMPLOYEE RELATIONS - THE EXPANSION IN THE
INDUSTRIAL WORKFORCE HAS CREATED SERIOUS
PROBLEMS IN COMMUNICATION AND RELATIONS WITH
EMPLOYEES. POOR COMMUNICATION CREATES
MISUNDERSTANDING.
• DISTRIBUTOR RELATIONS - MOST OF THE
MANUFACTURERS MARKER THEIR PRODUCTS THROUGH
WHOLESALERS AND RETAILERS. DISTRIBUTORS AND
DEALERS KEEP THE PRODUCTION LIND MOVING.
• CONSUMER RELATIONS - CONSUMERS DETERMINE THE
SUCCESS OR FAILURE OF A BUSINESS ENTERPRISE.
THEREFORE, A SINCERE CONCERN FOR CONSUMERS IS
ESSENTIAL. CONSUMERS AND CONSUMER GROUPS ARE
INCREASINGLY DEMANDING THEIR RIGHTS.
 HISTORY OF PUBLIC RELATIONS
• AMERICAN REVOLUTION - A SMALL GROUP OF PERSONS
INCLUDING SAMUEL ADAMS, THOMAS PAINE, BENJAMIN
FRANKLIN, ALEXANDER HAMILTON AND THOMAS
JEFFERSON STARTED THE AMERICAN REVOLUTION.
THEY USED VOICE AND PEN TO MAKE A PROFOUND
IMPACT ON THE PUBLIC OPINION OF THEIR DAY.

• PUBLIC RELATIONS IN ANCIENT TIMES - THERE IS

ENOUGH EVIDENCE IN THE RECORDS OF EARLY GREEK
AND ROMAN EMPIRES TO SHOW THAT GREAT CARE
AND ATTENTION WAS DEVOTED TO THE INFLUENCING
OF PUBLIC OPINION.

• PUBLIC RELATIONS IN THE TWENTIETH CENTURY -

PUBLIC RELATIONS AS PRACTICED TODAY IS LARGELY A
20TH CENTURY PHENOMENA. GOALS, TECHNIQUES
AND ETHICAL STANDARDS CHANGE WITH THE PASSAGE
OF TIME.
 ELEMENTS OF PUBLIC RELATIONS
• HUMAN RELATIONS - IT MEANS RELATIONS BETWEEN
HUMAN BEINGS ON THE BASIS OF HUMAN DIGNITY AND
RESPECT FOR EACH OTHER. GOOD HUMAN RELATIONS
REQUIRE THAT PEOPLE ARE GETTING ALONG WELL
TOGETHER WITH THE ‘INTERNAL’ PUBLICS AS WELL AS
‘EXTERNAL’ PUBLICS.

• EMPATHY - IT MEANS LOOKING AT THINGS AND EVENTS

FROM THE OTHERS POINT OF VIEW. IT REQUIRES THAT THE
COMMUNICATOR BE IN TUNE WITH THE COMMUNICATE.
THE FORMER SHOULD UNDERSTAND THE ATTITUDE OF THE
LATTER.

• DIALOGUE - IT MEANS A CONVERSATION BETWEEN TWO

PERSONS WITH A PURPOSE. IF A PERSON GOES ON
TALKING WITHOUT ALLOWING OTHERS TO PARTICIPATE IN
THE DISCUSSION OR TALK, THEN IT BECOMES A
MONOLOGUE.
EVOLUTION AND GROWTH OF PUBLIC RELATIONS IN INDIA
• PHILANTHROPY ERA - PUBLIC RELATIONS EMERGED IN
INDIA AS A RESULT OF PHILANTHROPIC ACTIVITIES OF
SOME BIG BUSINESS HOUSES LIKE TATAS AND BIRLAS.
THESE BUSINESS HOUSES STARTED SCHOLARSHIPS
FOR MERITORIOUS STUDENTS FROM POOR FAMILIES
FOR HIGHER EDUCATION ABROAD.

• DELIBERATE SCHEMES - SOME BUSINESS FIRMS BEGAN

TO ORGANISE PUBLIC RELATIONS FUNCTIONS. MANY
OTHER ENTERPRISES ALSO BEGAN TO LAUNCH
CAMPAIGNS IN THE PRESS TO WIN PUBLIC SUPPORT.

• POST INDEPENDENCE ERA - WITH THE INDEPENDENCE

OF THE COUNTRY, ECONOMIC, SOCIAL AND POLITICAL
CONDITIONS CHANGED DRAMATICALLY.
 RAPID GROWTH OF PUBLIC RELATIONS
• COMMUNICATION GAP - THE NEED FOR COMMUNICATION BETWEEN
ORGANISATIONS AND THEIR PUBLIC IS BEING INCREASINGLY RECOGNISED.
PUBLIC RELATIONS FUNCTION IS REQUIRED TO BRIDGE THIS
COMMUNICATION GAP.

• POPULATION GROWTH - A SIGNIFICANT FACTOR CONTRIBUTING TO THE

DEVELOPMENT OF PUBLIC RELATIONS HAS BEEN THE INCREASE IN
POPULATION AND THE RESULTING EXPANSION OF BUSINESS, SOCIAL AND
POLITICAL ORGANISATIONS.

• BIG GOVERNMENT - GROWING GOVERNMENT ACTIVITY, LEGISLATION, TAXES

AND CRITICISM OF BUSINESS BY POLITICIANS HAVE ALL CONTRIBUTED TO
THE EXPANSION OF PUBLIC RELATIONS INTO THE FIELD OF PUBLIC AFFAIRS
AND RELATIONS WITH THE LOCAL, STATE AND NATIONAL GOVERNMENTS.
 ETHICS IN PUBLIC RELATIONS
• THE TERM ETHICS HAS BEEN DERIVED FROM THE
GREEK WORD ‘ETHOS’ WHICH MEANS CHARACTER.
ETHICS MAY BE DEFINED AS THE SCIENCE OF
MORALITY. IT IS CONCERNED WITH THE STUDY OF
WHAT IS RIGHT CONDUCT OR BEHAVIOUR IN A SOCIETY.
BUSINESS ETHICS MEANS A SET OF MORAL STANDARDS
WHICH BUSINESSMEN ARE SUPPOSED TO FOLLOW IN
THEIR BUSINESS ACTIVITIES.

• IN THE FIELD OF PUBLIC RELATIONS, ETHICS HAS A

SIGNIFICANT PLACE. PUBLICITY BACKED BY GOOD
ACTION IS UNETHICAL. IT WILL DAMAGE RATHER THAN
IMPROVE THE IMAGE OF THE ORGANISATION.
ACCURATE AND TIMELY COMMUNICATION WITH THE
PUBLIC IS ESSENTIAL FOR GOOD PUBLIC RELATIONS.
EXAGGERATED AND UNTRUE PROPAGANDA TO BOOST
IMAGE CAUSES AN IRREPARABLE DAMAGE TO THE
REPUTATION OF BUSINESS IN THE LONG RUN.
•
COMMANDMENTS OF PUBLIC RELATIONS
BE FRANK, FEARLESS BUT POLITE, POLISHED AND POSITIVE. SMILE.
• DEVELOP TRUST WITH MANAGEMENT - BE A GUIDE, FRIEND AND COUNSELLOR.
• BE GENUINELY INTERESTED IN PEOPLE AND PROBLEMS - LISTEN AND
EMPATHISE.
• MAKE CREATIVITY YOUR FORTE - CONCEPTUALISE IDEAS INTO WORDS AND
VISUALS.
• COMMUNICATE.COMMUNICATE.COMMUNICATE - UP, DOWN, SIDEWAYS.
• BUILD A SOUND MEDIA NETWORK AND BE RESPONSIVE TO MEDIAMEN.
• DON’T WHITE-WASH OR GLORIFY LIES OR HALF TRUTHS TO MISLEAD PEOPLE.
• ENDEAVOUR CONSTANT INTELLECTUAL UPDATES AND BE A CULTURE VULTURE.
• ORGANISE YOUR LIFE - PLAN YOUR WORK AND WORK YOUR PLAN.
• GENERATE ORGANISATIONAL EXCITEMENT TO BUILD A ‘WIN-WIN’
ENVIRONMENT.