Professional Documents
Culture Documents
Special Studies In: Marketing
Special Studies In: Marketing
Public Relations
By:
Ateeb Ansari - 01
Steffi Biswas - 03
Abhijeet Kadam - 14
Thomas Kattahara - 15
Shahil Mithani - 26
Vinay Pandey - 29
Ali Rizvi - 34
Shoeb Syed - 41
Index
Sl Pg
no Contents no
1 Introduction –sb
3 Scope of PR – ak
4 New role of PR – ak
5 Marketing PR Functions – ak
6 PR Advertising – jk
7 PR & Advertising – ar
8 PR Tools – vp
11 The Logo – sb
12 Media Realtions – t
Relations:
Public Relations:
By the integration of the above two human elements viz. public and
relations we get public relations. It is a profession that is a part and parcel
of management function
Public Relations as defined above is so many ways has a few basic elements:
(1) It is a philosophy of the management of a business or an organisation.
(2) It is an expression of this philosophy in policies and action
(3) It is a function of the organization.
(4) Through modern means of communication with the public its
understanding and goodwill is secured.
Importance of Communication in PR
There can be no mutual understanding without communication, and mutual
understanding is the core of public relations.
Today most social conflicts are caused by changing values and higher
expectations from the superiors.
In our market economy there are information gaps which cannot be filled by
the interaction of supply and demand via. cost, wages or prices. Here public
relations activity steps in. It provides relevant information on planning
technical and organisational developments, inventions and their potential
utilisation, etc.
The relations activity is becoming more and more important for the
procurement of economically essential production factors. It makes it easier
to tap the money-market or financing their projects by issuing bonds or
shares.
(a) Help win friends, influence people, persuade individuals, groups and
in difficult Situation bringing about goodwill where needed and
maintain goodwill where it is exists.
(b) Create and build up image and reputation of an individual
organisation and nation.
(c) Public relations can bring out rewards of mutual understanding and
risks Involved In misunderstanding between individuals, groups,
government and nation.
(d) Help the public to love life and work for better or for worse without
condition.
(e) Forestall attacks by opponents or competitors.
(f) Counsel employees to recognise that as human beings they are more
of a complete structure.
The following are the possible areas where public relations plays its role.
In the new role of public relations, managers envision both strong marketing
and strong PR departments. Rather than each department operating
independently, the two working closely together, blending their talents to
provide the best overall image of the firm, and its product or service
offerings. In the recent poll conducted among the members of the Public
Relations Society of America and subscribers to PR news, 76% of
respondents stated that they regularly worked with the marketing
department, 78% stated that the marketing department had a positive
perceptions of the PR department, and an equal number indicated the same
perceptions about marketing. While the degree of coordination deferred by
activity, the study clearly reflects coordination and cooperation
Such cordial relations with the various social groups are useful to the
company in conduct of its business activities smoothly. The importance of
cordial public relations is now accepted at all the business levels and
therefore public relations advertising is undertaken.
i) Institutional Advertising.
ii) Advocacy advertising.
iii) Public service advertising.
iv) Political Advertising.
Institutional Advertising:
Institutional advertising which is also called corporate or image building
advertising is done basically in order to promote corporate image.
(a) To create good image of the company among all Social groups.
(b) Take company known to all the citizens in the country.
(c) To give information about the products and services offered by the
company
(d) To indicate the contribution of the company in economic, cultural and
social welfare areas.
(e) To create a favourable public opinion.
(f) Recognition at the government and business level.
(g) Cordial public relations.
Advocacy Advertising
When Institutional advertising is presented in an aggressive manner it is
known as advocacy advertising. The company can advocate their arguments
on several issues ranging from government policies to employees issues
such as strikes.
A company may place the facts as regards strikes undertaken by workers or
may put its arguments for the introduction of a lock out. Advocacy
advertising is normally controversial as it refers to one aspect of the whole
issue. A good example is the issue of birds-flu. The Ministers are shown
eating chicken to prove that eating chicken is harmless.
Many companies from private and public sectors including the government
undertake public service advertising for public causes such as safe driving,
leprosy eradication, Aids etc.
Political advertising
Political advertising is used by political parties during elections campaign. It
comes under public relations advertising as most of such advertising is
directed towards the public. In political advertisement the focus is on the
past, present and future promises. Even the rival parties are criticized. It
has a wide coverage and is expensive.
PR AND ADVERTISING
Advertising is a commercial, persuasive activity aimed at promoting a
specific idea or a viewpoint, product or a service or an institution through
the use of mass media. Advertising presents the most persuasive possible
selling message to the right prospect for the product or service at the lowest
possible cost. There are many instances when an advertisement is preferred
to "free publicity". The following are a few examples:
1. An ad can accommodate much more material than a press release and it
is not altered or proved mercilessly by editorial staff.
2. In order to have a bigger turn-out for an event, advertising is of a greater
help than any other form of communication including public relations.
3. It is cost-effective and easier to buy an advertisement space in the long
run rather than bringing out press releases which may sometimes even
not get printed.
The sponsoring organisations pay for these media. In turn, the sponsor
maintains a total control over how and when the message is delivered.
Uncontrolled media include press releases, press conferences and media
tours.
House Ads:
A company may prepare an ad for use in its own publication or
programming consequently, no money changes hands. For example, a local
television station may run a house ad endorsing its new programme or a
local promotional event within its evening news programme. Likewise, the
company may run an ad advocating a point of view or promoting a special
employee benefit programme within its corporate magazine. These house
ads are offer managed by the public relations department.
Corporate Ad:
Corporate advertising promotes the corporate image or viewpoint. There is
no attempt to sell a particular product. For that reason, the ad may
originate in the public relations department rather than the advertising
department. Corporate advertising sometimes tells the public about the
company's position on some issue. For example, Tatas corporate image
campaign uses advertising to deliver its corporate philosophy, make a
statement about its corporate culture, and build its corporate brand equity.
These ads, for example is a message about corporate culture and employee
attitudes.
Publications
Organisations may provide employees and other public with pamphlets,
booklets, annual reports, books, bulletins, newsletters, inserts and
enclosures. Some companies publish material - often called collateral
material-to support their marketing public relations efforts. Corporate
publication, marketing, and sales promotion department's and their
agencies produce training materials and sales kits support particular
campaigns.
News Releases:
News releases are the primary medium used to deliver public relations
messages to the various external media. Although the company distributing
the news release controls its original form and content the media decides
what to present and how to present it. What the public finally sees, then, is
not necessarily what the originating company had in mind, and so this form
of publicity is uncontrolled by the originating company. The decision to use
any part of a news release at all is based on editor's judgment of its news
value.
Press conferences:
A press conference is that when a company spokesperson makes a
statement to media representatives. It is one of the riskiest public relations
activities, because the media may not see the company's announcement as
being real news.
Online Communication:
The new electronic media is making the biggest change in the
communication landscape. E-mail, intranets (which connect people within
an organisation) extranets (which connect people in one business with its
business partners), Internet advertising and Web sites have opened up
avenues for public relations activities. The World Wide Web can be
considered the first public relations mass medium in which it allows
managed communication directly between organisations and audiences
without the gate-keeping function of other mass media.
In brief corporate image refers to the image that a company has acquired with the
public whereas corporate identity refers to the image a company strives to achieve,
in order to build a reputation with its public.
In this context every company needs a mission. This mission should be the
framework for business and all its activities. The mission is the glue that holds the
company together. Here, the PR and its communication strategies come into
focus. If the objective and mission of the organisation have to be
accomplished, the corporate body mus1 communicate short-term goals, long
range objectives and even the total mission of the organisation.
PR attempts to create the desired image by its involvement in all the factors
of corporate identification programmes.
The following is the check list for image communication factors for the
corporate PR.
All these prove that no one could ever be complacent about safety. It be
noted that most aspects of fire, explosion, power station pollution and
nuclear - related issues and accidents have energy implications A number of
international professional bodies have outlined energy issues of
consequence to the public at large A company that claims good corporate
citizenship must see that safety standards are continuously upgraded The
fact is that accidents occur not due to lack of technology, but due to lack of
concern for safety that is due to proper application of technology in
industry.
How does PR come in this dismal area of accidents, disaster~ and tragedies?
PR is involved in creating good reputation for a business. Such reputation
can be destroyed overnight by uncaring and unsympathetic attitude towards
people, particularly in disaster situations when sentiments run very high.
Abraham Lincoln has rightly stated "With public sentiment nothing can fail,
without it nothing can succeed".
When crisis strikes, PR in its proactive role should try to carry conviction
with the management that safety and welfare of the employees and
community is the responsibility of the management.
The symbol depicting double wings represents dynamism and action which
are both the characteristics of the post.
The very name Bharatiya Dak which is in Devanagari and Indian post in
Roman script written in special slanted designed letters speak of the huge
chain of interconnected functions in the post office all over the country. This
taken together give India the distinction of operating the largest postal
service in the world. The sustained efforts of the Indian posts and telegraphs
are not only denoted by the logo but it is also a symbol of keeping
communication open among the people.
Whichever way one looks at the logo but ultimately its basic essence is
effective communication.
Similarly all Sony's advertisements of its product display, its logo with the
memorable line "It's a Sony" both in print and on the TV media. Therefore a
logo has a very high recall value in the minds of the consumers. Now for
years the utterly butterly delicious Amul girl has delighted the Indian
consumers. With more and more products and services fighting for
consumers' attention, it has become necessary for logos to stand apart and
distinguish one particular Image from another.
The organisations on their part must represent the values of the visual
corporate identity and have to demonstrate truthfully that they seek even
higher levels of excellence.
MEDIA RELATIONS
Importance of Media
In today's image related world corporate-media relations have turned pro-
active and can no longer afford to merely remain reactive. One cannot think
of issuing denials and seeking distance from the media, print or electronic.
Fortunately for almost all corporate there is a growing perception that if they
were not transparent and straight forward the gap would be filled by
inaccurate reporting and misinformation. Therefore, the old saying is true
'You can run but can't hide'.
These days the companies are managing the flow of information and at
times even influence the media. Corporates have come to realize that if the
channels of information are not open, many new stories would break.
Rumours would go around and investigative journalism would uncover the
information that is normally not accessible.
The stock scam and the Enron case in India are classic examples where the
media played a role that compensates for the weaknesses in the system.
Media constitute one of the most important publics for the corporate
communicators. As far as corporate communicators are concerned,
historically however, even today the print media has been the main media in
India. The press continues to be the most prevalent media to communicate
the policies of the corporate functions and achievements and also build an
image for the organisation.
The non-press media like T.V., radio, cinema etc. has gained momentum
and reached the corporate considerably. Obviously the emphasis will be to
use a judicious mix of the press and the non-press media so that the
communication process becomes such more effective.
Whatever media the corporates use, the centre of focus for them would be to
communicate with the media persons and through them to the various other
publics. In fact, they are the people towards whom the most effective and
purposeful media relations programmes are to be directed.
Management - Media Interface Report:
(1) Corporate management ought to know that skills of management are not
the same as those required to deal with media persons. However, the
media-corporate executive relationship need not be one of perceived
hostility and suspicion. It can work suitably and to mutual benefit
provided the latter understands and play by the rules of effective media
relations.
(2) A very important role of PR persons is to push and educate the
management. He has an internal as well as external role. A journalist
represents the public interest and a PR person represent the corporate
interest.
(3) A good story makes good sense and results in articulation of corporate
objectives creating awareness in financial circles about a company's
progress and performance
(4) A story written by a journalist is an objective opinion: It is not the same
as taking out an 'advertisement m any media. Since the company is
paying for it, it is also going to decide exactly what should be written.
(5) If the company has done a good job and if the report is positive .it can
attract people to invest in the quality of the company. Media exposure
may give an impetus to brands and supplement advertising.
(6) With good media coverage, companies tend to take greater care to see
that whatever they do they do well.
(7) Good press is also important for internal motivation. Employees are
pleased and feel good about wrong, for a company that has been
positively written about in the media.
It is therefore good to know a few of the mitty gritty of the game. One of the
most hotly debated topics is about press conference v / s press. There are
other two press relations activities viz. selective briefings and exclusive
stories. In this context the role of claims and facts would be quite educative.
(a) The corporate management, first and foremost has to appreciate that it
has its links with the media through the PR outfit of the organisation.
(b) A PR release is for routine matters and a press conference IS for
something more important.
(c) Remember media relations whether through press conference, press
release or regular PR contacts are meant for buying a very ~valuable
commodity and i.e. goodwill Anyone who is in the business of
communication is also in a sense in the business of goodwill.
(d) There is so much news and happenings that it is not possible for the
small band of journalists to go around and gather everything. Therefore,
the job of the PR person is to ensure that they get the right kind of
relevant information at the right time. Corporate communicators have to
make sure that they give them the material and information that is
genuine and newsworthy.
(e) A lot of questions remain unanswered with a press release. It may lead to
different interpretations. At the same time if a press conference is held
the probing goes much deeper and some times embarrassing questions
might be asked to the host.
(f) People from the press sat that, if you are just talking about a dividend or
a launch or closure of pubic issue you do not require a press conference.
A press release is enough. In the same way a story about new products or
processes can be made public through a press release only.
(g) Lastly there has to be a purpose for a press release or a press conference.
Media Expectations
It is necessary to understand and appreciate what the media expects from
the corporates in concrete terms:
(a) The media needs access to decision makers. Here, PR is the source for
establishing such contact.
(b) They expect the decision-makers and the spokes person to be open-
minded and honest in dealing with the media.
(c) Corporates must never try to buy a journalist or the media which
means they value friendship but hate any attempt to buy friendship.
(d) Media persons are professionals in their own field and they expect
understanding and appreciation on the part of the corporate bosses.
(e) The media would like to see that the PR has been able to educate the
top management in media relationships. This means that a
relationship with the media has to be kept up in good as 'well as bad
times.
(f) In case journalists ask a straight forward question an equally straight
and direct answer must be forthcoming.
In a PR, when a crisis hits, it is important to know who does what. The
McDonald’s system makes that apparent, everyone has defined roles, so the
manager can easily make a few tweaks to “hone the plan” in action. A PR
crisis plan should do the same.
Over the past 18 months, McDonald's has been steadily introducing hot &
iced lattes & coffees, cappuccinos & mochas in individual markets across
the country, & adding smoothies & frappes to the mix later this year &
into 2010. With this coffee push, it’s the biggest menu initiative since it
began offering breakfast in the 1970s. The $100 million spent on advertising
is going to span across TV, print, outdoor, radio, Internet, & events. These
advertisements will start off strongly throughout the summer, & well into
next year. You may have already seen their marketing push with coupon
booklets in newspapers for McCafe or in national television ads. Their goal is
to portray McCafé as a fun, affordable brand that can make even the most
mundane daily tasks more enjoyable.
McCafe has even made its way to the catwalk. In addition to their
advertising budget, McCafe is the new sponsor of Mercedes-Benz Fashion
Week. They will have a McCafe lounge & tents all throughout, marketing to
fashion elites & fashionistas to get them hooked on their caramel lattes &
frappuccino (and who wouldn't want savvy fashionistas with a McCafe coffee
or latte in hand?)
McDonald's on the ball in PR battle
McDonald's is upping the ante in its PR battle against critics who link its
food with childhood obesity by funding the training of 10,000 community
football coaches across the country.
The company has trained 5,100 local club level football coaches across the
UK since 2002 & hopes its efforts will have a trickle-down effect in the battle
against the negative PR that is engulfing the company.
The company has stepped up advertising its salads & healthy foods to
counter negative publicity surrounding the release of the anti-McDonald's
documentary, Super Size Me, in which filmmaker Morgan Spurlock
damaged his liver after eating nothing but McDonald's food for a month.
McDonald's launched a new phase in its healthy eating campaign with a
newspaper advertisement asking readers, "Don't fancy a Hamburger?" &
answering, "Then you have come to the right place." Another advert
promoted its salads in press adverts with the caption, "Funny looking fries".
Ms Beith said the community programme had benefits for McDonald's in the
obesity PR war. "McDonald's uses the coaching programme to encourage
people to be more active," she said.
The coaches are recruited & trained by the Football Association in England,
& the relevant associations in Scotland, Wales & Northern Ireland. But
children & their parents cannot fail to be aware that McDonald's funds
them. The coaches wear tracksuits with McDonald's logos & use 16 footballs
supplied in two kit bags that are branded with the McDonald's logo.
"When Ray Kroc started McDonald's, being a part of the community was
part of his ethos," Ms Beith said.
When the programme ends in two years the FA will have trained 8,000
coaches in England. Scotland, Wales & Northern Ireland football
associations will train 2000 coaches.
The programme has generated good PR for the brand. In January pop singer
Justin Timberlake, who sings the global McDonald's jingle I'm Lovin' It,
dropped in on Berryhill Primary School in Scotland with Kenny Dalglish, the
head of McDonald's Scottish football, for a coaching session.