DEGREE

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PUBLIC RELATION IN
TODAY’S BUSINESS.

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Foreword
Throughout this semester, I really appreciate Ms.Rosnizam who gave me further hand
over to complete this assignment successfully. She gave me her opinion and feed back
that was helpful for my assignment. Beside, I would like to thank my parents gave me the
opportunity to continue my education in this university collage and they hope for the best
for my future. They always encourage, toss me and pray for my success.

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 TABLE OF CONTENTS

Cover sheet: 01

Title Page: 02

Foreword: 03

Table of contents: 04

Introduction: 05

A) Definition of PR 06

Role of PR 07

B) Government 08

Profit 09

Non-profit 10

C) Chores value 11

Contribution to management process 12

Contribution to the organization 12

Contribution to the public 14

Conclusion: 15

Reference: 16

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Introduction: - Now-a-day’s business is getting more competitive. Today's public
relations professionals are required to work in an environment that is sensitive to the
needs of their own organizations and those of the various publics it serves. These
practitioners must be able to design both external and internal strategic communication
plans and integrate the new theoretical and practical models of public relations practice
that have emerged in recent years.

The public relations unit aims to communicate the council’s activities to the public in
various ways.

It provides a media liaison service, answering journalist’s queries, arranging interviews

with officers and members of the council, and issuing press releases about council and
community initiatives.

It also produces wire voice the council’s newspaper, which is delivered to every
household in the borough three times a year.

Within the council, the public relations unit is responsible for producing the staff
newsletter, telegraph wire etc.

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Definition of public relation: - The public relation’s practitioner serves as an
intermediary between the organization that he or she represents and all of that
organizations publics. Consequently the public relations practitioner has responsibilities
both to the institutions and to its various publics. He distributes information that enables
the institutions publics to understand its policies.

Public relations involves research into all audiences, receiving information them,
advising management of their attitudes and responses helping to set policies that
demonstrate responsible attention to them and constantly evaluating the effectiveness of
all public relations programs.

As a management function, pubic relations involve responsibility and information

to the best interests of the organization and its publics.

The practice of public relations as the art and social-science of analyzing trends,
predicting their consequences, counseling organizational leaders and implementing
planned programs of action which will serve both the organization and the public interest.

Public relation is about reputation the result of what you do, what you say and
what others say about you. Public relations practice is the discipline which looks after
reputation with the aim of earning understanding and support and influencing opinion and
behavior.

Today although a generally accepted definition of public relations still eludes

practitioners, there is a clearer under-standing of the field. One of the most ambitious
searches for a universal definition was commissioned in 1975 by the foundation for
public relations research and education. Sixty five public relations leaders participated in
the study. Which analyzed four seventy different definitions and offered the following
word sentence.

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Role of public relation: - In 1980, the task force on the stature and role of public
relations society of America, Offered two definitions that have stood the test of time.
Each project an image of the field at the highest policy making level and encompasses all
its functions and specialties.

Public relations help an organization and its publics adapt mutually to each other.
Public relation is an organizations effort to win the co-operation of groups of people. In
order to win the co-operation of these groups, the public relations professionals must
initiate a planned process to influence them.

We can describe the role of public relations practice by stating ten basic principles: -

1) Public relations deal with reality, not false fronts. Conscientiously planned
programs that put the public interest in the forefront are the basis of public
relations policy.
2) Public relations are a service-oriented profession in which public interest, not
personal reward, should be the primary consideration.
3) Since the public relations practitioner must go to the public to seek support for
programs and policies, public interest is the central criterion by which he or she
should select these programs and policies.
4) Because the public relations practitioner reaches many publics through mass
media, which are the public channels of communication, the integrity of these
channels must be preserved.
5) Because public relation practitioners are in the middle between an organization
and its publics, they must be effective communicators conveying information
back and fourth until understanding is reached.
6) To expedite two way communications and to be responsible communicators,
public relation practitioners must use scientific public opinion research
extensively.

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 7) To understand what their publics are saying and to reach them effectively, public
relation practitioners must employ the social sciences psychology, sociology,
social psychology, public opinion, communications study and semantics.
8) Because a lot of people do public relation research, the public relation person
must adapt the work of other, related disciplines, including learning theory and
other psychology theories, sociology, political science, economics and history.
9) Public relations practitioners are obligated to explain problems to the public
before these problems become crises.
10) A public relation practitioner should be measured by only one standard ethical
performance.

B) Government: - The growth of public relations work both with the government and in
the government has exploded in recent years. Although it is difficult to say exactly how
many public relations professionals are employed at the federal level, its safe to assume
that thousands of public relation related jobs exists in the federal government and
countless others in government at state and local levels. Thus, the field of government
relations is fertile one for public relations graduates.

Since 1970 more than 20 new federal regulatory agencies have sprung up
including the office of homeland security, the environmental protection agency the
consumer product safety commission, the department of energy, the department of
education and the drug enforcement administration. Moreover, according to the
government accounting office more than 120 government agencies and programs now
regulate business.

Little wonder that today America business spends more time calling on, talking
with and lobbying government representatives and such generic issues as trade, interest
rates, taxes, budget deficits, and all the other issues that concern individual industries and
companies. Also little wonders that political interest groups of every stripe from Wall

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Street bankers to Asian influence seekers to friends of the earth contribute more to
political coffers than ever before. Thus today organizations continue to emphasize and
expand their own government relations functions.

The public relations function has traditionally been something of a poor relation
in the government. In 1913, congress enacted the Gillette amendment, which almost
barred the practice of public relations in government. The amendment stemmed from
efforts by President Theodore Roosevelt to win public support for his programs through
the use of a network of publicity experts. Congress worried about the potential of this
unlimited presidential persuasive power, passed an amendment stating. Appropriate funds
may not be used to pay a publicity expert unless especially appropriate for that purpose.

Profit: - Profit is a database of the market profiles and business results of major
American and European companies. It was developed with the intention of providing
empirical evidence of which business strategies lead to success, within particular
industries. Data from the study is used to craft strategies in strategic management and
marketing strategy. The study identified several strategic variables that typically
influence profitability. Some of the most important strategic variables studied were
market share, product quality, investment intensity, and service quality.

According to Lancaster, Massingham and Ashford seeks to address three basic questions:

• What is the typical profit rate for each type of business?

• Given current strategies in a company, what are the future operating results likely
to be?
• What strategies are likely to help improve future operating results?

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Non-Profit: - A corporation or an association that conducts business for the benefit of the
general public without shareholders and without a profit motive.

Non-profits are also called not-for-profit corporations. Non-profit corporations are

created according to state law. Like for-profit corporations, nonprofit corporations must
file a statement of corporate purpose with the secretary of state and pay a fee, create
articles of incorporation, conduct regular meetings, and fulfill other obligations to
achieve and maintain corporate status.

Non-profit corporations differ from profit-driven corporations in several respects. The

most basic difference is that non-profit corporations cannot operate for profit. That is,
they cannot distribute corporate income to shareholders. The funds acquired by non-profit
corporations must stay within the corporate accounts to pay for reasonable salaries,
expenses, and the activities of the corporation. If the income of a corporation inures to the
personal benefit of any individual, the corporation is considered to be profit driven.
Salaries are not considered personal benefits because they are necessary for the operation
of the corporation. An excessive salary, however, may cause a corporation to lose its
nonprofit status.

Non-profit corporations are exempt from the income taxes that affect other corporations
but only if they conduct business exclusively for the benefit of the general public. State
laws on corporations vary from state to state, but generally states give tax breaks and
exemptions to non-profit corporations that are organized and operated exclusively for
either a religious, charitable, scientific, public safety, literary, or educational purpose, or
for the purpose of fostering international sports or preventing cruelty to children or
animals. Non-profit organizations may charge money for their services, and contributions
to tax-exempt non-profit organizations are tax deductible. The Internal Revenue Service
must approve the tax-exempt status of all non-profit organizations except churches.

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A vast number of organizations qualify for non-profit status under the various definitions.
Non-profit organizations include churches, soup kitchens, charities, political associations,
business leagues, fraternities, sororities, sports leagues, colleges and universities,
hospitals, museums, television stations, symphonies, and public interest law firms.

C) Chores Values: - The discussion over housework has a strange tendency to take the
distribution of chores as the only mutable variable, while leaving the actual quantity
alone. In fact, my hunch is that in an age of multiple wage earners, standards of tidiness
will simply have to go down. For an example, Folks with more money can buy a better
car. If you have less money, you buy a lesser car. No one dispute betters cars are more
desirable, but with cash in limited supply, you cut back on horsepower in favor of other
things. Similarly, if you have a lot of money and or time, you can strive to attain
spotlessness or pay someone to clean your house. If you lack those resources particularly
time scrubbing the floors daily seems like a perfectly natural place to cut back.

The problem is when the two parties can't agree on an appropriate cleanliness level and
then don't find compromise, leaving usually the wife to sacrifice her own time to reach
this higher level of tidiness. But while the key in that situation is obviously better
communication and negotiation skills, the more global problem has an element of
unreality to it an unwillingness to admit that conceptions of cleanliness that worked in
past decades should still be sought today. Guys playing a free rider game are obviously in
the wrong, but disabusing ourselves of unrealizable domestic ideals is worth some
thought also. Without doubting that the disproportionate amount of time women spend on
homemaking should equalized, it's perfectly acceptable to shrink it both through better
distribution and a more realistic chore list.

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Contribution to the management process: - Like other management process,
professional public relations work emanates from clear strategies and bottom line
objectives that flow into specific tactics, each with its own budget timetable and
allocation of resources. Stated other way public relations today is much more a planned
persuasive social managerial science than a knee-jerk damage control reaction to sudden
flare-ups.

The public relations professionals who have the most organizational clout and get
paid the most are those who demonstrate the ability to perform in crisis. Thinking on my
feet is very much a coveted ability in the practice of public relations.

But so too, is the ability to think strategically and plan methodically to help
change attitudes crystallize opinions and accomplish the organizations overall goals.
Manager insists on result so the best public relations programs can be measured in terms
of achieving results in building the key relationships on which the organization depends.

The relevance of public relations people in the eyes of top management depends
largely on the contribution of the public relations group to the management process of the
organization. Top managers are forced to think strategically about reaching their goals.
So, too, should public relations professionals think in terms of the strategic process
element of their own roles. Specifically they must constantly ask in relation to their
department’s functions, and assignment.

Contribution to the organization: - Position and contribution are at the heart of

budgeting, adjusting resources, and prioritizing customer calls. We know that the help
desk that allows itself to function on the periphery of the business will probably not
achieve its full potential and consequently will have difficulty identifying a contribution,
let alone documenting it. To start we must identify appropriate measures. The precise
nature of the contributions frequently eludes help desks that measure their success by the
simple metrics, such as average calls closed per day or average time per call.

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We must not ignore call content and trends. Statistics should be compiled that indicate
the customer perception of our support and the value of the support provided.

Statistics are definitely of value, but the full value is probably lost as reports go up the
corporate ladder. The numbers which provide insight to performance lose their
significance the further they are removed from the support organization. It is clear that
help desk management should care about the number of calls and averages as an
important component of measuring analyst performance and help desk operations. Open,
closed, and pending calls are all important to identify trends and to evaluate customer
satisfaction, and these values will assist management with coverage decisions and
prioritizing new requests.

Documented contributions include actions that have increased revenue, potentially

increased revenue, or avoided costs. As indicated, with external support, there may be an
interest in raw statistics at high levels, but it is more likely that the content of the calls
contains the most meaningful report to senior management. How are the clients using the
product and what is the potential for increasing revenue by enhancing the software.

Contribution to the Public: - Russian Laboratories invites contributions to the public

key cryptography standards whether proposals for enhancements to existing public key
cryptography standards the documents proposed amendments or suggestions for new
public key cryptography standards documents proposed specifications. In the interest of
ensuring continued openness of the public key cryptography standards process and access
to the public key cryptography standards documents, Russian Laboratories has
established the following requirements for public key cryptography standards
contributions.

Only formal contributions are intended to be subject to these requirements. Mailing list
discussions, comments on draft documents, and other informal input to the public key
cryptography Standards process continue to be welcomed in their present form, though
Russian Laboratories may seek to formalize any patent or copyright issues that may arise.

A Contribution shall consist of the following items:

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*Title- A short descriptive title of the Contribution.

*Classification- proposed Specification or proposed amendment identify existing public

key cryptography standards document.

*Contributor- Name of organization or individual offering the Contribution. Include

contact information.

*Date- Version of the contribution to distinguish revisions.

*Abstract- A short non-technical summary of the Contribution.

Description- Sufficient detail should be given to enable others to assess the Contribution,
and to enable a public key cryptography standards document to be revised or drafted to
include the Contribution. In some cases the description may consist of proposed revisions
to an existing public key cryptography standards document section by section.

Discussion- covering the benefits of the Contribution compared to existing public key
cryptography standards documents and other contributions as well as any disadvantages.
The Intellectual Property Issues section shall also include text identifying any patents,
patent applications, trademarks or trademark applications owned by or exclusively
licensed to Contributor that may apply to the Contribution.

Conclusion: - In conclusion, public relation in today’s business is more competitive so,

the public sharing of all information necessary to government has long been an ideal in

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politics. Scientists also have traditionally embraced openness as the surest guarantee of
continued progress. However, the ideal of openness has often competed of necessity with
some measure of government imposed secrecy. This has been particularly the case in a
time of national emergency such as war. But secrecy existed even at the roots of our
democracy the Constitutional Convention itself was conducted out of the public eye.
Effective public relations are created from a variety of different parts from newsletters to
news releases, speaker’s bureaus to special events. Media relations alone can be an
exercise in patience and persistence. But unfortunately, even totally unpublicized
organizations can enjoy excellent public relations by employing all the varied P.R. tools
effectively and consistently.

REFERENCE: -
www.PRbook.com

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www.answers.com
Public Relations Book - Strategies and tactics
Public Relation Book - The practice of public relation

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