Block-1 Definition, Nature, Ethics and Scope of Public Relations

UNIT 1 DEFINITION OF PUBLIC
RELATIONS :ITS NATURE, PROCESS

AND PUBLIC
Structure
1.0 Objectives
1.1 Introduction
1.2 The Public Relations Environment

1.3 Definitions of Public Relations
1.3.1 Aiialysis of Definitions
1.3.2 Working Definitions .
1.4 Nature and Scope of Public Relations

1.4.1 Elements in Public Relations
1.4.2 Scope of Public Relations Practice
1.4.3 Role of Public Relations
, 1.4.4 Public Relations as Management Function
1.4.5 Limitations of Public Relations
1.5 Public Relations - Publics
1.5.1 Nature of Organisation and its Public
1.5.2 Identification of Publics
1.6 The Process of Communication
1.7 The Public Relations Process
1.8 Benefits of Public Relations
1.9 Public Relations - Tools of Communication
1.10' Public Relations Professionals - Coping with changes
1.11 Let Us Sum Up
1.12 Glossary
1.13 Suggested Reading

1.14 Check Your Progress : Model Answers
1.0 OBJECTIVES
In this Unit, we introduce you to Public Relations (PR), its nature, scope and process. We will
begin by defining the term "Public Relations7'and other associated terms. We will define who
the publics are, how important they are, how one can communicate with them. In shoit, we
will take a wide look at what Public Relations does for the organisation, the publics and the
management. When you complete reading this unit, you should be able to :
state the factors that have contributed to the need for Public Relations;
define Public Relations to bring out the various functions it serves;
explain various terms used i n Public Relations context;
describe the nature and purpose of Public Relations;
map out the scope of Public Relations and its limitations;
relate the role of Public Relations to management function;
define 'public' and analyse the nature of publics;
identify the publics of various organisations;
list the tools and media available to a Public Relations person;
describe how Public Relations can bring about mutual understanding through strategic
commuiiication; and
Definition, Nature, Ethics and explain how the changing environment poses an increasingly greater challenge for the
Scope of Public Relations Public Relations professional in India.
1.1 INTRODUCTION iI &

d
1
This is the first block in this Course. It comprises five Units. In this block, we shall be dealing I
with the basics of Public Relations. 1
1-
In Unit 1, we shall discuss the various important definitions of Public Relations, its nature,
and various processes and procedures used in Public Relations.
In the next Unit, i.e. Unit 2, we shall be dealing with various concepts in Public Relations.
1.2 THE PUBLIC RELATIONS ENVIRONMENT

We will now focus more sharply on the environment in which Public Relations operates and
also examine how Public Relations has become a necessity in the present society.
As science gives us greater control over matter, machines, and methods, we must learn to deal
with people with increasing effectiveness. Public Relations, as a means of inculcating atti-
tudes, can greatly expedite the social adaptations required for our material advancement by
influencing public opinion.
The revolution in communication, that we referredto earlier, is more than an accelerator of
. change. It has created a whole new pattern of human dynamics. Changes are being felt in
various areas ofthe society, particularly in the lifestyles and attitudes. For, the current changes
in society are basically because of shifts in public attitudes, whether they be in government, in
business, education, in science or technology. It is because of this that Public Relations is
rapidly gaining attention worldwide.
In India also, the new leadership in all organisations,government or private, has become aware
of the importance of public attitudes. Some are either aware of Public Relations, or are re-
ceptive when it comes to their attention. As they gradually replace the old guard, the signifi-
cance and dynamism of the concept of Public Relations is likely to increase in scope and
effect. The changes will create a human climate in which all organisations must exist. Under-
standing and coping with the human climate is as vital for an organisation as dealing with the
weather is for a farmer. In true democratic traditions, today's organisations and institutions,
political parties and associations, the church or tlie temple, groups and unions, all work with
the avowed aim of serving the interests of the people. Therefore, the people's attitude towards
these social groups gain importance. Public Relations acts as a "link, placed as it is between
an organisation and the people.
Further, the process of development in society creates certain problems. The resolving of
these problems require the mutual understanding the goodwill between many groups, often
having conflicting interests. As long as these societal processes operate, Public Relations
holds great promise for the future.
Therefore, the purpose of Public Relations practice is to establish a two-way communication
to resolve conflicts of interest by seeking common ground or areas of mutual interest, and to
establish understanding based on truth, knowledge and full information.
The scale of activity to promote good Public Relations may vary considerably according to
the size and nature of the interested parties, but the philosophy, the strategy and the methods
remain very similar, whether the Public Relations programme is designed to influence inter-
national understanding or to improve relations between a local company and its customers,
agents and employees.
1.3 DEFINITIONS OF PUBLIC RELATIONS

Attempts at defining the concept of Public Relations have resulted in people primarily refer-
ring to one or a few elements, or describing only a few of the many functions that "Public
Relations" performs.
Let us first clarify the meaning and definition of the term "Public Relations". Definition of Public Relations :
Its Nature, Process and Public
We will take up a few of the major definitions given by eminent persons in the field.
Examine the dictionary meaning of PR : In its threefold definition of the term, the third
edition of Webster's New International Dictionary describes Public Relations as:
- '%te promotion of rapport and goodwill between a firm or institution and other per-
sons, special publics or the community at large, through the distribution of interprets-
tive material / development of neighourly interchange, and the assessment of publics";
- "the degree of understanding and goodwill achieved between an indwidual, organisation
or institution and the publics";
- "the art or science of developing reciprocal understanding and goodwill".
Now, look at some well known definitions of Public Relations.
One of the earliest definitions of the term is coined by Denny Griswold, publisher of "Public
Relations News", a pioneer newsletter of Public Relations.
k "Public Relations is the management function which evaluates public attitudes, identifies
I the policies and procedures of an organisation with the public interest, and executes a
programme of action to earn public understandmg and acceptance."
The above definition places responsibility for the Public Relations function upon the shoul-
ders of management,
The term "management" is used broadly, to cover all managements, and applies to non-profit
as well as profit-making institutions and organisations. Further, the function and process are
tied together in ail orderly fashion to provide a step by step analysis or Public Relations in
action.
Another important definition is by two American Public Relations professionals, Scot M.Cutlip
and Allen H. Center, authors of the famous book "Effective Public Relations". They say :
"Public Relations is the planned effort to influence opinion through good character and
responsible performance, based upon mutually satisfactory two-way communication".
1
The Institute of Public Relations in the UK devoted prolonged attention to evolving a com-
prehensive definition of Public Relations. Their exercise yielded a definition, which now
generally finds favour with Public Relations practitioners in many parts of the world, includ-
ing the majority of practitioners in India. According to the Institute, Public Relations is de-
fined as :
"the deliberate, planned and sustained effort to establish and maintain mutual understand-
ing between an organisation and its public7'.
Sam Black in "Practical Public Relations" says that, "the fundamental purpose of Public Rela-
tions practice is to establish a two-way flow of mutual understanding based on truth, knowl-
edge and full information".
Edward L.Bernays, the doyen of Public Relations in USA, defines it as "the attempt by infor-
mation, persuasion and adjustment to engineer public support for an activity, cause, move-
ment or institution."
An interesting and modem definition of Public Relations is the Mexican statement made at an
International Conference of Public Relations institutions held in Mexico City in 1978.
"Public Relations practice is the art of social science of analysing trends, predicting
. their consequences, counselling organisation leaders, and implementing planned
progranimes of action which will serve both the organisation and the public interest". .
This is a very helpful and practical definition. First of all, it introduces the need for research,
to audit or assess the situation, and to consider the implicatipns of what is discovered. Sec-
ond, it stresses the advisory role of Public Relations, its senice to management. Third, it
shows that Public Relations programmes must be planned. Finally, it states that PR action
must not only benefit its sponsors, but must also be in public interest, that is it should be
socially responsible.
Definition, Nature, Ethics and SIMPLER DEFINITIONS
Scope of Public Relations
D.S. Mehta defines Public Relations "as an attempt, through information, persuasion, adjust-
ment, and contacts, to seek support for some activity, cause, movement, institution, product
or s e ~ c e " .
1.3.1 Analysis of Definitions

Having gone though these definitions, you will find that though they may dlffer in their em-
phasis on certain elements, they have a great deal in common. Let us see what Public Rela-
tions is as seen in these definitions :
a A planned effort or management function.
The relationship between an organisation and its publics.
1
a Evaluation of public attitudes and opinions. I
1
a An organisati& policies, procedures, and action as they relate to its publics. Ii
Steps taken to ensnre that these policies, procedures and actions are in the public inter-
est-and socially responsible.
a
a
Execution of an accion andlor communication programme.
Development of rapport, goodwill, understanding and acceptance through a two-way
I
communication.This analysis shouldbe helpful to you in identifying the purpose, func-
tions and the scope of Public Relations itself.
To avoid cofision in terminology it would be better to differentiate Public Relations from
other elements or functians that it performs. It would be worthwhile to keep in mind these
working definitions of terms that are likely to be used in the course of discussion.
1.3.2 Working Definitions

Professional Public Relations : The art of convincing people that they should adopt a cer-
tain attitude or pursue a certain course of action; usually associated with management.
Profession :Practice of a skilled art or service based on training, a body of knowledge, and
adherence to agreed-on standards of ethics and procedures.
Public : A group of people who have a common interest, goal, vocation and occupation.
Managing :The art of conducting an enterprise or programme in the interest of the publics,
owners, and management and in accord with policy
Policy :The plan by which management sets out to accomplish its objectives.
Mass Media : Vehicles of commu&cation designed to convey information, ideas and im-
pressions to many people simultaneously;e.g. newspapers, magazines, television, radio, mo-
tion pictures.
Advertising :Use of a hired or paid medium of communication, such as a mass medium for
conveying a message, information of a product or service. Although, it is basically a function
of sales, advertising is regarded as an important tool of public relations.
Lobbying : The attempt to influence the voting behaviour of legislators on behalf of specific
interests or causes.
News :Information about current events - accidental, incidental, or planned.
Publicity : Dissemination of purposefully planned and executed messages-s.g.. news re-
leases, articles, features through selected media to further to particular interest of an
organisation or person, without specific payment to media. Publicity is a signifieaat tool of
Public Relations.
Press-agentry : Creating news events of a transient?rature, often of a sensational or atten-
tion-catching nature.
Promotion : Special activities, such as sponsoring events, designed to create and stin~ulateDefinition of Public Relations :
interest in a person, product, organisation or a cause. Its Nature, Process and Public
Media Relations :Dealing with the communications medla in seeking publicity or respond-
ing to their interest in the organisation.
Propaganda :Efforts to influence the opinions of a public to propagate a doctrine, an ideol-
ogy, a cause or an interest.
Community Relations : Dealing and communicating with the citizens and groups in the
vicinity of an organisations geographical.
Ethics : The science of moral duty in conformity with principles of conduct accepted in a
culture.
PR Professional : The agent of management assigned to describe and interpret policies and
procedures to publics and seek their response and convey the same to the management.
Government relations :Dealing and communicating with the employees of an organisation.
Industry relations : Dealing ,and communicating with firms within the industry of the
organisation.
Check Your Progress 1
Note : i) Fill up the blanks with appropriate words.
ii) Compare your answers with the ones provided at the end of this Unit.
1) a) Public Relations communication should be based on ................, ..............

and ...............................
b) Public Relations activity seeks to influence .........................
................................
c) For smooth functioning ...........................,.................between an organisation

and its publics is necessary.
d) Public goodwill must be earned and then ...................................

e) Policies of an organisation should be identified with. ........................................
NATURE AM) SCOPE OF PUBLIC RELATIONS

Public ~elatidnsas a process serves a number of functions. While the definitions may vary,
the nature of Public Relations indicates that it is essentially a task promoting rapport and
goodwill between a person, firm or institution and the community at large through dissemina-
tion of information. It seeks to earn support, mobilise or solicit favour for an idea, a cause, a
problem, for an institution or an individual. It uses a two-way communication in dealing with
public opinion. First, it assesses the attitudes of the public towards the organisation. Next, it
executes con~municationprogrammes to gain public understanding and acceptance of the
management's point of view. Public Relations aims to bring about harmonious and mutually
advantageous adjustment between an organisation and the communiiy through dissemination
of ideas and also by providing feedback from the public to the management. It also evaluates
public attitudes, identifies policies that interests public and executes the programme of com-
munication.
Good public relations implies a sound moral base, i.e., communication must be sincere and
bascd on facts. Harmless conduct is not enough. Action is required to gain favourable recog-
nition. This may be expressed as striving for three objectives :
- to attract attention;
- to win belief: and
- to impart understanding.
Dcl'inition, N~turc,Ethics ~ n dThese steps arc taken to reach a goal: to convincc pcoplc Illat thcy should adopt a ccrtain
Scopr 01' Public Reliltions attitude or pursuc a certain course of action.
To perform this fcat. public relations n~ustbcgin at the hcart of thc organisation it scnlcs -
the management. It lllnst find the answer to thcsc thrcc qi~estions:
- What is thc ~nessagcthat the managcmcnt wants to impart?
- How'?
And a fourth qr~cstionis implicd in thesc thrcc: What is thc purposc? Thcsc questions, al-
Ihough innocent-looking rcquirc great dcal of tliougl~t.It is no good to engage in sonie Public
Rclations activity in spurt becausc sonlcoilc clsc is doing it Public Rclations activity llas to
bc a planned and sustained progranlnlc with thc goals norkcd out clearly.
Without knowing what, whom. lie\\: and why, a public rclatio~isprogrammc can scrve no pur-
pose. A purposcfi~lPublic Relations programmc should :
I) Uiiderstand thc organisation's natir~reand purpose thoroughly;
2) Conln~unicatethis understanding to others, i.c., the publics;
3) Obsenre and cvaluate the effect of thc communication.

As a conscqaence of public relations activity on this sound base, nlanagenlent can gain the
opportunity, to make such internal changes in the organisation, product, servicc, or nicthod as
will enable it to s u n k and prosper in a public cliinatc of goodwill.
1.4.1 Elements in Public Relations

Briefly, Public Relations involves four major elements. They are inter-related and overlap-
ping. In fact, one tends to lead to another. Tliese are :
a) Ibo-way Communication;
b) Mutual Undcrstanding;
c) Caring for Public Opinion:
d) Social Responsibility.
;I) nvo-way Communication
Public Relations philosophy puts grcat emphasis on the need for two-way comnlunication. It
is now fairly well accepted that feedback is importaqt. How does one set it?
Many misnnderstandings spring fro111a total lack of or an inadcqnate com~~~unication. Thc
foremost objective in any public relations programme, thcrefore. is to ul;lpro\le existing chan-
nels of corn~llonicationand to establish two-way flow of i~lforn~ation.Howevcr. this is not as
easy as it sounds! Even if you have a strong desire to communicate, there may bc great diffi-
culties in achieving success because of the barricrs in conlmunication process.
Many of the human problems in organisation are ascribed to lack of con~inunication.Manage-
ments arc constantly advised to give prompt and regular inforn~ationto einployccs and the
public. Public Relations inctltods can do much to rcsolve such coilflicts to reconcilc dlffcr-
cnces or even as a preventivc measure but let nobody underestimate thc dificulties involved.
h) Mutual Understanding
Mutual understanding requires. by definition, a two-way communication. A Public Retations
policy fcx any organisation, for esample, should iilclnde both inward activity ;]lid intelligence
to asscss the policies aiid behavioor of the management, to see whcther action IS nccessar). to
inlprovc the organisation's imagc; and outward activity to inform thc publ~caboilt its achicve-
nlent. You may be ci~riousabout one point- where docs the question of 'matual inlcrcsl
arise' ? In any public relationship. there are at least two partics involved. First, thcrc is thc
orga~lisationwhich has something to promote, often in competition with others. Sccond, there
are the "publics" to which thc organisation directs its efforts.
'P~IIIS, I1icrc:lrc two interests lo be I I I C ~: The private interest and the public inlercsl. Generally, Definition of Public Relations :
lllcse inlcrcsts are often in conflict. Eacli party intcrprels the public interest in tcrms of its Its Nature, Process and Puldic
onn sclf- interests. Lct us lakc a n example of a manufacturing industr-y. 11 is exposed lo
prcssllres from different sides. Tlic consumer who wants to pay the lowcst pricc for tlie goods
Iic nccds. Tlic worker who wants tlie l~igl~csl, \\;age or salary for producing goods. Tlic stock-
holder u.110 w;lnls the n ~ a s i ~ n ~di\.idelId
im or profit for his i~nlesl~iienl
in tlie macliincty uscd to
maltc l l ~ egoods. T l ~ cgo\;crnmcnl n~liicliwants ?ou to pay tlic salcs 2nd cscisc taxes on tlie
goods you arc sclling. Eacli group lias its o n n intcrcsts in nlind. Resol~rii-.gtlicsc conflicts of
inlcrcsls is tllc csscnlial part OK Public Rclations bcc:1:1~salisfying tl1o.c inlercsls is essen-
l i ; ~ lto ~ l i ccnduring succcss oPtlic organisalion. This C ; I I I only bc donc hi. acliic\.ing "mutual
1111dcrstandillg"bcln.ccn the organisation , ~ n dall t11c;c i~llcrcsts.For !hi; I\\,o.:vay co111111uni-
carion is necessary by providing infor~nalionlo tlic pcoplc and scck '.p~~blic .:I\~oIII.'.
ll~roi~gl~
an infor~ned"public opinion".
r) C ~ I - i n fgo r P u l ~ l i cOpinion
Public opi~lionlias becn described as the "sonrcc spring" of Public Rclations. Public opinion.
is Llic consensus of indi\-idl~aJopinioas oT tlic majority alnong thc nl;lsses, basctl (3n tl~cir
attitudes :111d n,idclj liclcl belicfs, ~nouldcdb!. p ~ ~ b l inlcrcst. ic .4braliam Lincoln o:iii: said :
"Public scnlinicnt is c\.e~ylliing.Witli pr~blicscl:li~nenl.11otIiingC;III Tail: n ~ i l l l ~i~i ~rolll ! ling
can s~~ccccd". Public Rclations practicc rctli~ircsLlllgr: I-:.;:.; a d u~lwavcringf i t :il 1:) lllc wis-
~ O I I ol'au
I i ~ ~ f o r n spr~blic
d o p i ~ ~ i o ~-':~blic
n. licl:~tio~is providcs the necess:ilJ, : I;lrmalion to
I; i r i o ~ ~
public
s i ~ ~ t c r cgroups.
sl In t l ~ ci~rlcrcslso f Ilic i~rga~iisations. Satisrv;~r. ! s b public
c in-
lcrcsl. lo 111c"mncu;~l"ad~,;~nl:~gc ol' ali p:lrtics in conf ict, is a basic rcqu!r'inr~zt oC sound
Pr~blicRelatio~~s. Arriving a1 Illis d e f i ~ ~ i t of
i om
~ ~ ~ l u intercsls
al rcquires sali5fi::t >FI\YO-\Y~!~
corn~ii~inic:~tio~~ as a pre-rcql~isilcI O . i .:;ic\,ing goodwill.
As mcl~lioncdearlicr. public opinio~i~n??iilycs011an organisation a1 many. Ic\ i l c : n,i~!!nlli-
cia1 bodics: contacrs with slockholdcrs: relations \ \ ~ t hdislribulors. \vliolcralc~s etc.: rcac-
tions of buyers or consnnlers; a~iilintcr~~nl rcl:ltio~lsn~itlicmployccs. In all Ihcsz ficld. il~crc
~ to cslablish and n?rrintain mulual undcrs1andi:l ):id to ! :cp a
is n nced for conslanl c n d c : ~our
\\,alch Tor possiblc causc o T disli;~r~nony. Dissen~i~lldlllllriliurs sllould not i , .:ncir<,d. 7'11~
basic probleln is lo adjust tlic relationsl~ipsof an organisation to sen.c bolll p; ' .: n:id pri\,alc
intel-csls ; ~ n dmakc il "socially l-esponsiblc".
-
A PRO must be a good listener
Many crlscs occur duc to comniunlcal~onbrcakdo~vn 7'111sceln happan ;' in lack of
co~i~miuli~cat~on for ~nadcquacyof sucl~columilnlcallo~l11 IIICII II;IS 1101 1 iied tlie
t ~ o n of llic recclver To asscss tlie 1nft>:i;i'111(>:1
~ n f o r ~ i ~ a liccds I I Z C ofi:
~ ~ :~ I I C11 IS
1rnporl:rllt to bc :I good l~slener 4 p ~ c OF c ~goss~pCCIII :;crl~r,~lc :I mil: nmour
u~~cl~ccl\cd c;~nb r ~ n gtllc prod~~clion r n ; ~ c l ~ ~ to
n canstn~lclstlil
~ :ma co:,t ::,, atg.\nlsallon
dcarl\ IPonly O I I C I I : I ~ cared to I~stcn,ollc co~lldl i , 2~ ,
i
1
I - _ - ithe first
nlurlilnrs of d ~ s c o n t c ~and~ r perhaps p r c \ c ~ ~ l el!lc
d I ib9,lr , ,lii
11 IlicrcSo~c.payr lo 11slen L ~ s t c n ~ nhelps

g lo g c ~Iccdbnck on uh,.: r .:!:~IIII&-
Ing Hci~cc,apart from formal survc\s for fcedback one should alsc 2 ~rilorma-
~ I O I of
I uilerpersonal comlnun~callonn11l1tlic publ~csand oplnioli !c I lor fced-
back I t may j ~ c l dnscful t ~ p s
-- -
T11c social rcsponsibiill) ui ;in! organ~sationslenis from wlial has bee>-i ; ' < ~ i ~ aearlier-- ~ ~ d
that all organisations work in tlic name of llic people with the 1nai11aimofscrving their inter-
ests. For tlie organisation to profi1 or gain through its cfCorts. .it lias ncccssaril! to first achieve
lllc acccptancc and approval of tllc pcoplc for its rolc. Many organisations. lhrougli getling
profit form socieh, do not show their concern for tlic latter's wclfr~rcand lllercby end up
li;1\71ngp r o b l c ~ ~Public ~s Relalions secks to atlune itsclT to tlic nceds aud aspirations of the
conimunil! i t scr\:cs and identifies tlie intcrcsts oTlhe urgrrnisation with that of the community's
~ , . gp. a r t i c ~ p a t i ~111~ rcsli\.als.
g sponsoring 1oc;:l sporls c\;c~itsi~istitutingscliolarrl~ips.bus sliel-
Icrs. !~ynl!vl!ily IOC:I~ C:IIISCS. ctc. This is 1 1 1 ~S O C ~ : I ~rcspo~isibilityrolc of Public Rclations.
1.4.2 Scope of Public Rel:itir!ns Practice

Wl~atI S tllc scopc of P11bl1clicl:ll~ons" Slnlcd s ~ i i p l ~Public
: Rclsl; 1- rn.-lsls of a llll~llbcr
Definition, Nature, Ethics and of little things and a few big things. It is the daily application of common sense, common
Scope of Public Relations courtesy, and common decency. It is doing a lot of favours to others, so that they will be
inclined to do favours to you. It can be just entertaining a visitor to your organisation, or itcan
be as important as providing counsel and advice that leads management to solve a crucial
strike situation. It can be organising a health camp for the children of the employees of your
organisation or it could be the formulation of a communication campaign to face the society
at large, as in the case of Union Carbide's Bhopal gas tragedy. It could be just writing a letter
to a parent whose child was reprimanded for neglecting studies, or providiiig information to
potential investors in your company. It canbe snuffing out a spark or putting out a big bonfire.
Public Relations is a multitude of things.
Much of what is usually labeled as Public Relations is actually "publicity" -the dissemina-
tion of facts, ideas about individuals and institutions for various purposes, such as to attract
attention, gain prestige, publicize products, or to satisfy public interest in an iiistitutioii or for
an individual. Often, people tend to confuse the publicity tool with tlie broader aspect of
Public Relations. Public Relations practice is still concerned with getting publicity, for some-
body or something. Manv Public Relations practitioners do little else. But publicity, a one-
way proposition, is not Public Relations. It is only a tool of Public Relations. The two should
not be confused.
Likewise, "corporate communication" and "corporate relations" are clearly limited to the
"corporate sector" -the field of industry, trade and business. It relates to customer-investor
relationships and is used in corporate-sponsored reports. While Public Relation's scope ex-
tends to policy and strategy and counselling managements, "corporate relations" is limited to
the company's relationships with specific target groups, among clients, stockholders, com-
mercial interest groups and sometimes liaisoning with government officials to secure mutu-
ally acceptable objectives, tlie last falling in the area of "public affairs", another term which
impinges on the scope of Public Relations, all these terms are fuiictional in nature. Choice of
a tern1 that deals with a function labels its practitioners as technicians and not as "profession-
als".
The broadness and non-specificity of the term "public relations" prevents it from becoming
associated with any one type of function. As it is a general word, it remains suitable an "uni-
brella" term covering many types of functions that it performs. Public Relations, more accu-
rately defined and described, would include the following, if we wcre to be referring to an
industrial organisation, for example :
a Creating publicity for the organisation, its products and services
a Employee publications like a house journal
a General Body meeting reports
a Preparation of booklets, pamphlets
a Advertising
a Community work, corporate donations
a Public - speaking
a Radio and TV programmes
a Direct mail
a Arranging, exhibitions, Tours, Open Houses
a Training employees in customer relations
a Answering querries from media and public; issuing of press releases
a M'aking films, documentaries, video
a Company policy formulation
a '~nteractin~
with legislators and government
a Conlpany correspondence
a Personal calls
a Sales training
a Promotion
Attending and arranging of special events, parties, etc. Definition of Pul,lic Relntio~is :
Its Natul.c, Procrss and Puhlir
The broad variety and scope of Public Relations functions. ranging from doing small favours
for people, being just visible in a social gathering, to devising a broader strategy to gain public
favour. call encompass 1~1a11ythings that come under the "umbrella" term of Public Relations.
But one thing should be borne in nlind. No two Public Relatioils practitioner's programmes
or fiinctio~lsare csactly the samc. They diifcr iron1 organisation to organisatlon and person to
person
Checli Your Progress 2
Note : i) Tick the correct answer selecting it from among the listcd choices of
statements.
ii) Coillpare your answers wit11 the ones givcn at the end of this Unit.
1) Public Relations aims to build a favourable opinion. This can be achieved by '
a) giving eloquent speeches:

b) increasing production;
c) gcnuinc action and honest communications;
d) advertising.
2) Public Rclations is descnbed as a planned activity. This is because it involves .
a) budgcting;
b) reaching the target audience:
c) preparatioil of messages;
d) evaluation of public opinion:
e) all the above.
1.4.3 Role of Public Relations

Having read so far, you inay rightly feel like enquiring as to what, then, is the proper role 01
Public Relations in a democratic, agro-based, but industrialised society like lndia ? For what
tasks may the Public Relations professionals lay claim?
In a developing society like India with vast size and population, linguistic diversity, culture,
rcligion and innui~lerableethnic groups coupled with illiteracy, ignorance, superstition, di-
.verse bcliefs and faiths, Public Relations assumes a greater significance as the government is
socially accouiltable for its various policies and programmes. This is also vital for shaping
public opinion. Public Relations hclp om complex, pluralistic society to rcach decisions and
fullction illorc effectively by contributing to mutual understanding ainong various groups and
institutions.
Public Rclations serve a wide variety of institutions in society such as business, trade unions,
Govcrilincllt agencies, voluiiltary agencies. foundations. hospitals, educational and religious
institutions. To achicve thcir goals, thcse institutions must develop effective relationships
with many different audienccs or "publics" such as employees, mcinbers, consumers, local
comn~unitlcs,sl~archolders.other lllstitutions and with socicty at large.
"Public Relatioils is the conlnlui~icatioiland interpretation of ideas and inforination to
the publics of an institutions: the conunmunicationand interpretation of information, ideas,
and opinions from those publics to the institution in the cfIort to bring the two into
harmonious adjustment".
Thc Prlblic Relations professional, is a specialist in cominunication and m public opinion.
T111lsdefined, Public Relations nleets a vital necd in democratic society - the need to bridge
(lie gull 117l1ich separate those having mutual interests and common causcs. This concept 01
Public Rclations ii~ustbe the illevilable response to the changing natnrc of Indian Society
\vhicIi is now transforil~ingitsclf from a "mixed economy" lo a capital and tcchnolop-driven
"market economy", increasingly becoming "privatised.
Niltu~.~,
I)c.lil~itio~~. Ethtrs atid 1.4.4 Public Relations as Management Function
Scclpc of' Pu hlir Rcl:rtions
Anlong tlie niult~tudc01 rolcs and luncl~onsthat Publ~cRclat~onsperforms. one of t11c most
Important 1s ldcl '.:' 1 tPe " l ~ ~ binterest" l~c a ~ keep~ng
~ d thc orgalusat~on~nformedabout ~t
But, 111 1 1 1 ~lilid~,~ll,,l\sisdLL<~l~;til~ng \\hat is publ~c~nlcrcsl.is a dcclr~c~n for the ni;ln;lge-
n ~ c n lT l i ~ s1 ~ ~ 1!cd !I;C
s : i ~ l c l ~ ~ \ that 1 ' 1 1 1 . : ~Rclntions
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: rll,: llcnn and core o f m o d e r ~rnanagcnlc~lt"

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pi:~:-~niii:311dl c ~ ~ ~..LS ~ iI V: I :~ I C I I iBLl{) , t i [ j C t \ I>: l1lc1i11cj~copic :I h?;:ct .iol> : I C ~ I I ~:II;L!~,:II~
orga~~isalion's goals. i:: o r d c ~lo : ~ ~ l i l ~;l!~s. \ < ulanagcment must ~ n k ;i c i ( , i : t i ~ l t i ~ leirort
~S lo
undcrsland t l ~ ctruc rolc anti sl;ilus of Public Rclalio~is.It must aczcpt Publ~cRcl;~rionsas a
staff fu~ictioiland facilitate it lo bc niorc cfCcctivc.
- - - -- -- --- - - -
This definition of Public Rclittions w i ~ sformi~llyadoptcd I)y tllc Public Relit-

tions Society of Amcricit Assembly on November (;, 1982.
As a nianagement f u ~ ~ c t i oPublic
n Relatioils eilconlpasscs tlie follo\c~ng:
Anticipating, ailalysi~~g
and intcrprctingpublic opr~uon,attitudes and issues which
might d f ~ c tlor
, good or ill, the operations and plans of organ~sat~oiis.
Counselling nlanagernent at all lcvels in the organ~sationw ~ t hregard to policy
dccisions, courses of action, and cornn~unication,t a k ~ n g~ n t oaccount tllc~rpub-
lic raii~ificationsand tlic orga~~isation's
social or citizensh~prespons~bil~tics.
Rcscarchi~~g, conducting and c\.alualing. on ;I conliilui~lgbasis. progranlmcs oC
action and com~mlnicalion.to achic\rc inlornlcd public u~~deistal~ding. ilcccssilg
lo tlie succcss of an organisation's aims. Tllese may include markcling. f i ~ ~ a i ~ c i a l
fund raising, cmplopcc, c o m m u ~ ~ i ort y a g o ~ ~ c n ~ ~ relations
ncnt and ollicr
programines.
Planning and r~nplenicntlnglllc organ~sallon's clCoris to influcncc or cli;~iigc
public policy
Sctting oblect~vcs.planulug. budgeting, rccnlit~ngand Ir;~in~ng
stalf d c \ c ! o j ~ ~ n g
i'ac~l~tics
- 111 sllort. managlng thc human rcsourccs lo ineel all of thc ah01 c
objcctivcs and goals
-- -. --
I I pr~bllcatt~tudcsa i ~ dopiniolls arc ncgalnc or host~lcto\\ard o r g a n ~ s a t ~ o il~i ~~)illi ~ s c ~\ I O C ; -
dures and acllons. thc Publ~cRclat~onspractit~oner.
- cau ul111sc ~ t sh~lls
s a i ~ dresources l k a n attcmpt to changc or motllh ~,llbllct : l r ~ ~ ~ ~ d c s
and o p ~ ~ ~111ruugh
i o ~ ~conimun~cal~on
s
- Publ~cRclat~onscan inlorrn line autliorilics and top n~anagc~ncnl nbour lllc iicgali~~c
or
hostilc public atlilr~desand opi~~ioilsand subscqucnrl!- altclnpt lo cliaiigc thcin. This is
bascd oil l l ~ nssu~nption
c that Public Relations is all intelligcncc-gatl~cril~gand commu-
uicating agcncj. It recognises that evaluatiol~ol'prlblic :~llitr~dcs
and opinions and sub-
scqucin coi~ui~ui~ication with public as its iml)ortant duties.
111 Illis \\'ax P u b l i ~Kc1;llions is placed in the samc calcgdr\ :I> p c i ~ i i i ~n;;iilagciiicnt.
cl li~~:r~icc
dcparimclll. d c . It is the Public Rclations function to pro\,idc skilled a~sist;li~cc and ad\.iic: 11,
rn;~lia[:e~ncn:t o alld ti-om its pr~blics,intcr~lall!, and cstcr~~all!.
1.4.5 Limitations of Public Relations Definition of Publ~cKel;itinns :
Its Nature, Process and Yr~blic
Public Relations undoubtedly is an effective way to achieve smooth relationships, safeguard
reputations, pronlote sales and build a corporate image. However, it should not be seen as a
panacea for all ills. It is to be borne in mind that Public Relations can help to achievc recog-
nition only when there is a matching performance. Public Relations efforts are not conlposcd
of stunts or gimmicks. It is not a magical remedy like a coat of white-wash applied to the
soiled walls. It is not propaganda. It cannot afford to disregard ethics, truth or public good. It
IS not hollow publicity efforts directed at achieving sales. It is not also a fire alarin service
that can help reverse a crisis because goodwill cannot be established overnight. Hence, Pub-
lic Relatioils is a sustained long term sincere effort, which along with genuine performance
and concern can earn public goodwill.
Note : (i) Answer the following questions in the space provided.

(ii) Check your answers with those given at the end of this Unit.
1) Fill in the blanks with suitable words.

a) Mutual understanding can be promoted by a ....................... con~n~unication.
b) The publics of an organisation have.......................................... ..interests.
c) Public Relations is considered a ............................................. function.

d) Many human problems arise due to lack of ...........................................
2) Read the following statements and say if they are true or false.
a) Public Relations cannot be called a management function.
b) F'ublic Relations is the same as publicity.

c) Advertising is a tool of Public Relations.
d) Public opinion of an organisation consists of the views of its employees
only.
e) Good Public Relations can achieve anything and solve all problems.
f) PRO cannot be expected to find time to listen to others.
g) PRO is likened to a catalyst.

h) Goodwill cannot be earned in a short while.
1.5 PUBLIC RELATIONS - PUBLICS

Pt~blicRelations and "Publics" are inseparable. Without publics there cannot bc any P!lb!ic
Relations. What does the term "Publics" mean ?
To lump together 900 million of India under the umbrella term the "public'. is to ioisconstn~c
and oversimplifq. the term. For the sake of convenience, practiticlilcrs 13r;fcr to eg!uenf:,:c
publics into broad, general groups. These are terms referred to as c~i?l>!:l>oCo. stock-ii~ldc:. . . .
customer, and community publics. In precise terms. "a public ma!. kc dzll~lcclas ,!(I\ ;;roiip nT
people tied togcther. however loosely. by some conlnloil bend or inicrcst or ~ofii:~:?~".fcir
cxample, the shareholders of a company.
In traditional Publ~cRelations usage, Publics arc di~~idcd
Into two catcgorics -E\!crna: n::d
Internal.
External Publics are thosc ol~tsidcat! cr::?ni-i;!tion' I:.rn: !inr,c sonic: ~ . c ? : ; t l ~ ~ f i hf c ;s pt i i ~
organisation and c;ln iln!:c \r~dcsprcndim~;;;ct on i ~ kni;lioi:in;!,
s liitc ;:rt\.e:!lrni.jrl oi-ticieiis,
t!ic r ~ ~ e d ireiailcrs,
:~, snpplicrs, cusromcrs, con?pe!it~;s, irx.i.s!drs, i.:i:tkci-s, I:,ci:: ccinr:!r:ii.i?y
! l ! " : ; i ~ i ~ ~ ~ :LOilS.
:!?
Definition, Nature, Ethics and Internal Publics are those which an organisation most closely relates to -one that shares the
Scope of Public Relations institutional identity, such as the management, stock-holders, employees, dealers, sales rep-
resentatives and other marketing personnel.
1.5.1 Nature of Organisation and its Publics

As mentioned earlier, the nature of an organisation usually dictates its publics and one can
draw some major distinctions applied to the nature of organisations and its publics.
1) Organisations with similar goals and purposes have similar publics. For instance, every
daily newspaper in the country sustains itself by attracting readers and advertisers; hence,
reading and advertising publics are basic publics for daily newspapers.
2) The unique nature of an organisation can often make its publics different from
organisations which seem similar to it. For instance all colleges exist for the purpose
of educating students, but some college admit only women like the Lady Shriranl
College for Women in New Delhi, some admit men too, like the St. Stephen's College,
New Delhi. Some admit both inen and women, like JNU. Some draw students from
their immediate surroundings like the Delhi University while some draw students from
the entire country like IGNOU or BHU or AMU. In each case, though, these institu-
tions share the similar purpose of imparting education to students, the college in ques-
tion may have publics vastly different from those of others.
3) As organisations change in nature and purpose, so do their publics. For instance, if a

textiles manufacturing firm switches over to readymade garments, the nature of its pub-
lics also changes.
4) It should also be noted that there are publics within publics and many of them are hidden
from you. These are in a latent state. As issues arise which affect them, these latent
publics begin to stir, surface and organise. They may cause innumerable problems if
their presence is not detected and steps not taken to handle them. For instance, book-
sellers are the immediate public for a college. But the people who supply paper to these
book-sellers form a latent public (hidden from view). Suddenly,due to government policy,
there may be a crisis in the paper industry. These paper merchants may then create prob-
lems for the book-seller and therefore for the college indireclr,.
1.5.2 Identification of Publics

Public is amorphous, every changing and virtually infinite in number. Also, the multiplicity of
publics can cause internal conflicts, as different publics have interests and needs. These con-
flicts cannot be easily resolved. For instance, the emplovees as a public are interested in know-
ing more about an organisation, its personnel policies, wage policies, incentives for the work
force etc. The customers want to know the product range, quality of products, prices, after
sales service, etc. What is true of the divergence of interests among these two publics, such as
employees and customers, is also true of other publics.
The Public Relations practitioner must carefully identify each public pertinent to a particular
project and determine other publics that might affect it. To achieve this, sometimes the Public
Relations practitioner will have to undertake research to find out who these publics really are,
what they think,and what they want, in order to communicate appropriate messages effectively.
Also, Public Relations should not assign importance to major public alone. While it must
gauge the majority opinion it must also consider the view point of the smaller or millor pub-
lics. Sonletimes, the Public Relations practitioner has to study the psychographics - the
emotional and behavioural characteristics that define each group. Psychographics generally
show how one public may be similar to another in interest or actions.
The identification and segmentation of publics is an important step to effective and meaningful
communication iil Public Relations.
1 check Your Pmgress 4
1 Note : i) Answer the following questions in the space provided below
ii) Check your answers with the ones provided at the end of this Unit.
1) Define the term "Public".
Definition of Public Relations :
Its Nature, Process and Public
2) State if the following statements are True or False.

a) An organisation can have several publics. ( 1
b) Customers form the internal public of an organisation. ( )
c) Organisations with similar goals have similar publics. ( )
d) The publics of an organisation are constant and do not change. ( )
e) All the publics of an organisation have similar interests. ( 1

f) The views of minor publics can be ignored. ( 1
3) Choose the right answer from among the given answers to tally with the given
statement.
The messages for different publics of the same organisations have to be framed
differently because :
i) it is better that,they remain distant from each other.

ii) their capacity to understand differs.
iii) their interests and information needs are different.
iv) they deserve different levels of treatment.
Visit a factory or any manufacturing unit close to your place. Find out about their
activities 1 products etc. and identlfy the publics for tlus factory. (You may use the
space given below.)
1.6 THE PROCESS OF COMMUNICATION

From what you have learnt till now, it must be clear that Public Relations practice is the con-
tinuing effort to effect a harmonious adjustmentbetween an organisation and the various inter-
ests it serves. This can be achieved through two-way communication resulting in mutual under-
standing of each other's interests. In this process. the Public Relations practitioner plays the
role of comnlunicator, catalyst and counsellor.
Before we go any furtha let us take a look at the "Process of Communication" and the concept
of "Two-way Communication".
Definition, Nature, Ethics and Process of Communication
TRANSMISSION
FRAME OF NO1SE
SOURCE COMMUNICATION ENVIRONMENT
EXPERIENCE REFERENCE
I NOISE NOISE I
Communication is the art and science of sending or transmitting mwsage, information, ideas,
emotions from one person to another and obtaining a feedback (reaction) of the message sent.
This means that the act of "communication" involves at least these five elements:
a) Source / Communicator (the sender of information)

b) Context
c) Message (use of symbols, llke words, gestures)
d) Channel ( a medium of transmission like voice, radio) etc.
e) Receiver (one who receives and comprehends the message)
f) Feedback (Response of the receiver to the message, transmitted back to the sender,
through medium).
We have discussed these elements in detail in Course I Block I. You may llke to refer back to
Course I Block I.
1.7 THE PUBLIC RELATIONS PROCESS

Having understood the process of communication and the role of two-way communication,
we shall now briefly look at the "Process of Public Relations".
Public Relations today involves complete analysis and understanding of all the factors that
influence people's attitudes toward an organisation. This is achieved through what has been
popularly called "Public Relation's Four-stage Process". The stages'are :
I) Fact-finding -research analysis of opinion, environment.
II) Planning -policy formulation, programming, goal setting.

III) Communication - implementing planned communication activities, execution.
IV) Evaluation -feedback and adjustment/course modification.
You will be reading eadh of these steps in detail in the subsequent units
1.8 BENEFITS OF PUBLIC RELATIONS

Every institution and function fares in relation to the values it provides to others, rather than
in merely pursuing its own gain. The primary benefits derived from public relations are :
Public Relations is a means for the public to have its desires and interests felt by the
institutions in our society. It interprets and speaks for the public to otllerwise unre-
Definition of Public Rclatioi~s :
sponsive organisations. It also speaks on behalf of those organisations to the public to Its Process and Public
help create public acceptance and recognition.
I1 helps promotion of a company's goods or services and builds up 'image'.
Public Relations is a means to achieve mutual adjustment between institutions and

groups, establishing smoother relationships that benefit the public.
It can help to attract talented personnel for the organisation.
Publication Relations is a safety valve for freedom. By providing means of working

out accommodation it ntakes arbitrary action or coercion less likely.
Public Relations is an essential element in the comn~u~ucation systems that enables

individuals to be informed on many aspects of subjects that airect their lives. It can
stimulate attitudes and bring about changes.
Public Relations personnel can help activate the organisation's social conscience and
thus foster the goodwill of community.
It can help overcome public nlisconceptions about the organisation by disseminating
correct information.
It can help earn t l ~ egoodwill of employees by showing interest in their welfare. Thus
it may prevent labour problen~sand solvc any disputes with greater case.
Pubiic Relations, consciously practised, is a universal activity. It functions in all aspects of

life. Each of us, basically, practice principles of public relations in major areas for seeking
the acceptance, co-operation, or affection of others. Public Relations professionals only
practice it in a more professional manner.
Checlc Your Progress 5
Note : i) Answer the following questions as directed in the space provided.
ii) Check your answers with the ones provided at the end ofthis Unit.
I ) Enuinerale some benefits an organisation may derive from its Public Relations
activities.
2. Stale if the following statements are True or False.

0
a) Public Relations pcrson's role is only that of a source not of a receiver.
b) Fact finding must proceed planning. ( 1

c) IL is not possible for 2 cornnlunicator to control 'noise7 in communication. I
d) The eleincnt of colltact is inlportant in communication.
1
e) Lettcrs to the Editor column is an example of feedback.
( ) I
f) The choice of channel depends on the audience to be reacl~cd.
I
Definition, Nature, Ethics and
Scope of Public Relations 1.9 PUBLIC RELATIONS - TOOLS OF
COMMUNICATION
The gamut of Public Relations operations are targeted towards diverse publics with varied
information needs so as to help the publics have a right perspective of the organisations and its
goal. The Public Relations practitioner works through the printed word, the spoken word and
the image to communicate and interpret messages to the publics. Here we shall examine briefly
the tools that can be used by the Public Relations person. They are House Publications, Letters
and Bulletins, Bulletin Boards, Posters, Photographs and Billboards, Institutional advertising,
Meeting, Speaker's Bureau, Public Address Systems, Films, Video and Slide Films, Displays
and Exhibits, Visitors for Open House, Plant Tours, Staging Special Events, etc. Instead of
listing targets strictly by publics, we shall group them according to the specialised media or
other means of communication to reach them. Thus :
Public to be reached Tools of Communication

Stockholders Annual and interim reports, meetings
Financial Community Financial Publications Personal Meetings
(brokers, security, analysts)
Employees House Journals, Bulletin Boards, Posters, Hand-
bills, Target Charts, Letters, Video Films, Meet-
ings.
Labour Unions Bulletins and statements or policy.
Communities Company Publications, Local Press, Radio and W,

Outlets, Local Group Meetings, Meetings with
Opinion Leaders, Exhibitions.
Government House Publications, Reports, Brochures, Book-
lets.
Trade Group Through Trade Magazines.
Technical Group Through T e c h c a l Magazines and Journals.
Competitors Association Meetings, Direct Mail
Suppliers / Creditors Credit & Banking Associations, Supplier's Meet.
Customers Product Publicity Media, Press Releases, Adver-

tising, POP Marketing, Direct Mail, Television
Sponsored Programmes, Newspaper Cell etc.
--
Activity 2
Examine a few issues of the newsletter or housejournal of any organisation and analyse
its contents.
...........................................................................................................................................
..........................................................................................................................................
...........................................................................................................................................
.........................................................................................................................................
...........................................................................................................................................
...........................................................................................................................................
I
1.10 PR PROFESSIONALS - COPING WITH CHANGES ~ ~ s f i~ ~ ~~ ~ . ~ ~
It is increasingly being recognised that Public Relations require professional attitudes in

India within the context of a rapidly changing social environment. As the institutions of gov-
ernment, industry, and politics intens* their concern with increasingly articulate and pre-
occupied publics, the need for wish counsel and guidance is mandatory if the communica-
tions process is to be conducted with clarity.
I
It is encouraging that a growing number of PR practitioners are becoming aware of the social
and political implications of their profession. The work of the Public Relations Society of
India is beginning to bear fruit.
Another pointer to the growth of professionalism is that PR practitioners in India are devel-
oping "the problem-solving approach". This process requires that the PR professional be able
to cope with not only the increasing degree of public awareness but also the advanced sophis-
ticated comnlunication technologies. To merit advanced status, to validate one's claims to
deal with public opinion one cannot but function in a highly organised, professional manner
and keep abreast of developing trends.
s and professionalism in Public elations -are bound
In the years ahead, Public ~ e l a t i o i -
to increase As the sophistication of the media grows, so must the ability of the PR persons
increase to match the newer resources at their disposal. This is particularly true in this age of
social transition. Since development in any sector, triggers off changes in many other sec-
tors, the PR person is challenged as never before.
This growth of Public Relations and its obligations are a natural corollary to the great boom in
electronic media which is staggering in its implications. New modes of communication are
evolving rapidly. Cable television, satellite broadcasting, video and audio cassettes have be-
come regular media of communication.
Newspapers and magazines are bringing out specialised columns to combat the pressures of
television competition, special-interest publications particularly in business, finance and trade
are booming.
It will demand the highest skills and creative imagination to choose the right medium and the
right illessage and get it across to one's target audience in this highly competitive situation.
Besides coping with the new communication technologies, the PRO will need to posses abil-
ity to handle problems relating to environment, social conflict, international affairs, and the
rising tensions that afflict our society at every turn.
A new age, of course, calls for talents and techniques appropriate to entirely new social situ-
ations, Public Relations professionalism must match the obligations with adequate resources.
We are certainly on the road already but have a long way to go.
1.11 LETUSSUMUP
The growing complexity of civilisation and increasing specialisation has created infinitenumber
of groups and sub-groups in the society who have different identities but are dependent on
each other. In order that these groups do not come into conflict with each other, it is impor-
tant that they understand each other, PR communication acts as a link among these diverse
groups.
Increase in education and corresponding rise in the level of public awareness has brought
about the need to pay heed to the public opinion. Public opinion is a strong force that cannot
be ignored. In a democratic way of functioning, organisations, institutions, political parties,
business houses - all thrive only on the goodwill of the people. This, in turn, is the field of
action for PR, to link various groups of publics through effective comnlunication. PR, thus,
seiks to create mutual understanding.
Various definitions have been given by different authors which highlight one or many activi-
ties or PR. PR can be said to encompass an array of activities, from the personal to the
organisational levels, aimed at creating a favourable attitude in the minds of people. .
Definition, Nature, Ethics and PR functions diEer from one organisation to another, depending on its purpose and its pub-
Scope of Public Relations lics. The basic goal, however, is to attract public attention, win belief, achieve understanding
and earn goodwill. This is achieved by a two-way communication process.
An organisation has several publics, i.e., groups of people that it has to deal with in its func-
tioning e.g., employees, shareholders, government, media, customers, suppliers etc. Publics
form an integral part of Public Relations. It is important for a PR person to have a clear
understanding of his organisation's publics and their attitudes in order to evolve suitable com-
munication strategies.
PR functions through communication using a variety of media, tools and techniques e.g.,
reports, bulletin boards, house journals press releases, advertising, direct mail, radio and tele- i
vision, speeches, exhibitions etc. Selection of media depends on the publics to be reached i
and the kind of messages. I
i
PR as a management process can be deemed to be a four-stage process which fills the com-
munication gap between an organisation and its publics. It begins by finding out existing
public opinion by researching, planning policies with public interest in mind, influencing
1;
t
communication activities, evaluating effect and modifying policies accordingly. These op-
erations may be camed on for an organisation by the internal PR department or through hired !
services of an outside agency or even a combination of both.
The benefits of PR are manifold. From its ability to detect misconceptions, discontents etc.,
setting it right by necessary communication and promoting the public goodwill, PR functions
in both preventive and curative capacity.
PR as a profession is slowly gaining recognition in India. In a rapidly changing environment
both Social and technological, the PR man's job is a challenging one that calls for creative
talents and professional techniques.
1.12 GLOSSARY
: Abbreviation for advertisement; generally display advertise-
ment -persuasive material. It is paid for and therefore fully
controlled in text, presentation, medium, and tinie by the spon-
soring party.
Booklet : A printed piece of six or more pages with a proper cover pre-
pared as a bound unit, usually by stapli~ig.
Brochure A printed piece of six or more pages. More elaborate than a
booklet.
Campaign An organised effort undertaken by an institution to convert the
opinion of any group or groups on a subject of its immediate
concern.
Exhibition Visual display of an organisation's or institution's profile, his-
tory, performance and achievement or products.
Folder A printed piece of four pages.
Handout A written piece of infornialion circulated as publicity release.
House Journal A house magazine or a nonprofitable, periodical publication
which has a limited readership. It brought out by an
organisations to comn~unicatewith these various publics
chiefly enlployees.
Atitude A predisposition or view, lightly hcld by a person about a per-
son, object or idea. Attitudcs are subject to change ;ind can
turn into an opinion (the inore rigid forin) with experlencc or
through persuasion.
Manual A compilation of direction and itlstrllctions in a book or book-
let form.
Media : Avenues through which PR messages are transmitted e.g., Definition of Public Relations :
Radio, TV, Newspaper. Its Nature, Process and Public
Medialpress : An invited gathering of newsmen arranged especially to com-

Conference municate some information about the organisation.
Open House : An event used as a tool by PRO to invite its publics to visit the
organisation on a particular date, to see how it function.
Persuasion : Means PR practitioners use most often to influence public

opinion.
Propganda : Efforts to reach people what to think, is often used to mislead.
1.13 S.UGGESTEDREADING
Cutlip & Center : Effective PR, Prentice Hall, N.J. 1978.
Sam Black Practical Public Relations (Indian Reprint b;y Universal Book
Stall, New Delhi (1973), 6th Reprint). . .
Stephenson, Howard : Handbook ofpublic Relations, New York, Mcgraw Hill, 1971.
1 1.14 CHECK YOUR PROGRESS :MODEL ANSWERS I

I) a) Truth, knowledge and full information

b) Public opinion
c) Mutual understanding
d) Sustained
e) Public interests
1) c) 2) e)
1) a) lko-way b) differing c) staff d) communication
2) a) False b) False c) True
d) False e) False f) False

g) True h) Tnle
1) "Public" is a group of people tied together, however loosely, by some common

bond of interest or concern e.g., work.ers in a factory, students in a college etc.
2) a) True b) False c) False
d) False e) False f) False
3) iii)
1) PR helps to create public awareness, acceptance and recognition. It promotes

mutual understanding bstween an organisation and its publics. It can remwe mis-
conceptions, build an image, llelp to attract talented personnel, increased sales,
bring about a changc in attitude, and ear11the public goodwill.
Scope of Public Re1a t'Ions
1 2) a) False b) True c) False
d) False e) True f) True
UNIT 2 CONCEPTS OF PUBLIC RELATIONS,
ADVERTISING, PUBLICITY AND
PUBLIC OPINION
Structure
2.0 Objectives
2.1 Introduction
2.2 Definitions
2.2.1 Advertising
2.2.2 Publicity
2.2.3 Public Relations
2.3 Differences and Similarities in Public Relations, Advertising and Publicity
2.4 Two New Concepts of Public Relations, Publicity and Advertising
2.5 Objectives of Public Relations, Advertising and Publicity

2.5.1 Public Relations Advertising in the Press
2.5.2 Public Relations Advertising on the TV
2.5.3 The Radio and Public Relations Advertising
2.5.4 Publicity : Public Relations's Active Arm
2.6 Effective Public Relations, Advertising and Publicity

2.7 Public Opinion
2.7.1 Definition of Public Opinion
2.7.2 Opinion Formation
2.7.3 How is Public Opinion Formed ?
2.7.4 Propaganda, Public Opinion and Public Relations
2.8 Public Opinion Research in Communication and Public Relations
2.9 , Social Marketing in Public Relations

2.10 Let Us Sum Up
2.12 Glossary
2.0 OBJECTIVES
In this Unit, we introduce you to the different concepts of Public Relations, Advertising,
Publicity, Propaganda and Public Opinion.
By the end of this Unit, you should be able to :
define advertising, publicity and public relations ;
explain the role of advertising and publicity in Public Relations efforts ;
list the similarities and differences between advertising and publicity;
explain the factors involved in effective communication;
describe what is needed to achieve publicity;
define "public opinion";
explain how propaganda is different from public relations; *
define and explain thc role of social marketing in Public Relations; and
Defmition, Nature, Ethics end list the techniques used to gauge public opinion.
2.1 INTRODUCTION
Communication is a multi-faceted or multi-dimensional discipline. With growing complexi-
ties and competition in society, communication professionals have to face the challenges of
making their messages reach to their target auL-3nces more sharply-focused and appealing so
as to achieve the desired response from them.
In the earlier Unit, you were introduced to the definitions of Public Relations, the use of
various terms like "publicity", "public affairs" and "corporate communications". By now you
must be familiar with the basics of Public Relations, the various 'publics' and Public Rela-
tions values. In this Unit, we shall study some terms like advertising, publicity and propa-
ganda, and their roles in Public Relations. We shall first define each of these terms, followed
by an explanation about their relationships.
A brief description of the exact role that advertising, publicity and public relations play in
specified situations will help you to understand their similarities and differences. You will
also be exposed to the role of advertising and publicity in the media, and the concept of
-
corporate advertising.
Public opinion and its role in Public Relations is another area we shall introduce you to. This
will help you in gauging Public opinion through the use of different tools of public opinion
research. The concept of social marketing in Public Relations would also be exphned to you.
2.2 DEFINITIONS
Advertising, publicity and public relations are three important aspects of communication.
Different in concept, they are similar and interlinked in' terms of their basic purpose. Their
nature is the same - that is persuasive communication. They seek to disseminate informa-
tion to target audience through mass media in a planned manner. Advertising, Publicity and
Public Relations are defined differently by academicians and practitioners. The emphasis in
the definitions separate them in form from each other, but in practice all these revolve around
the well-known communication theory, the diagram of which is given below :
Coding Decoding
/j
-
[ Message
Audience
I
Response I/-
I
Model of Communication Process

Be it a product, service, an idea, a concept, or an issue, advertising, publicity and public rela-
tions inputs add value to it in the minds and hearts of the target group. They communicate
relevant and appropriate information and benefits to bring about attitudinal and beha~loural
changes in them. It is a change which is desired and which is positive. Yet they are confused
mistakenly and clubbed together as Public Relations which is not fair because Public Rela-
tions is neither publicity, nor propaganda, nor advertising. Each of these forms part of Public
Relathns but has its limitations. Publicity is concerned with dissemination of information
about an organisation to attract attention or to publicise products or activities. The objective
of publicity is to gain recognition, to build all image and to win the approval of the target
publics. Advertising is buying of space in pnnt, tlme on AIR, or on billhoards, to promote
the sales of products, acceptance of idcas, or to earn goodwill. However, Public Relations
has a much wider meaning and impact, and is more subtle and persuasive in nature. Tt uses both
publicity and advertising techniques as we will observe further. We will examine each of these
separately.
i
2.2.1 Advertising Concepts of Public Relations,
Advertising, Puidicity end
1 A common definition of advertising found in the text books and quoted in professional ar- Public Opinion
i t l i l ~ si*l.il discussion is as follows:
!
"Advertising is communicating with and influencing someone to do something -usually
I
to buy a product or service - and often something to think" about?
The Encyclopaedia Britannica defines advertisement as a form of paid announcement in-
tended to promote the sale of commodity or service, to advance an idea or to bring about
soine other effect, desired by the advertiser.
The American Marketing Association has defined advertisement as 'any paid forni of non-
pcrsonal presentation and promotion of ideas, goods or services by an identified sponsor'. In
other words, advertisement is the paid use of any channel of cornmnnic;~tion-radio, televi-
sion. film, press, etc. to identify, explain or to urge the use of adoption or a product, service,
or idea.
Advettising is a 'paid form' of communication intended to inform and influence a specific

, target group The reasons for advertising are many and varied. An advertiser may be used to :
urge and remind people to buy a prod~ictor service; or do something or think some-
thing
e announce a new producl or service, or an idea / concept
e announce a modification (price, ingredient, feature, packaging, special offer, etc.)
e challenge con~petitiori(in terms ol' message or proposition)
e maintain salcs: rctrievc lost sales; eiltcr new iiiarkets
s educate thr, public
u recruit star;
e a sponsorship
;~nnou~lce
Adve~tisingalso hclps to bn~ldand nlaintail~the 'brand image' of a product or service, and
adds to its values (as perceived by the customers).
Advertising can be mainly classified as
a) T'rodncl Advertising: b) Institutional Advertising or Public Relations Advertising.
a) Prcducl Adtertising as the name itself suggests, IS concerned with promoting sales of
p a r l i c u l ~products; and
b) institutional Advertising is known by various other naines also like 'Corporate Adver-
tismg', 'Prlb!~c Advertising' or 'Prestige Advertising' etc. The main objective of insti-
tutional ;rdvertising is to create awareness and favourable attitude of particular publics
towards tlic institution as a whole. Although it does not seek to promote sales directly,
it docs help the sales also indirectly by establishing a good image e.g. by building up a
reputation Ibr rellable qnality products etc.
2.2.2 Publicity
Publicity, on the other hand, is a free-of-cost write-up, on the product or service, and issue, of
an orgallisation and its activities, in the news columns or editorial columns of a newspaper
and maga~iiie,or the non-con~mercialtime on television and radio. It is information gener-
ated and put across by journalists (media) on their own, or on a special request by the com-
pany / organisation's spokesman. Publicity messages are not paid for as advertising is. It is a
result of significant "news" on the product or service, organisation, or an event concerning
the product or organisation itself. It must be essentially interesting, new, informative and
necessary for the readers or viewers of the media in the eyes of the reporter or editor.
Publicity is as essential as advertising in the communication objectives and process of an
organisation. It is a tactical tool, with high degree of credibility, and one which lends itself to
l~atmaldramatisation. It is, therefore, used and t'aken due advantage of by the communicator
or organisation behind it to achieve specific and timely comnlunication goals. In the present
Definition, Nature, Ethics and day high media cost situation, it is a practical tool, and very often used by Public Relations
Scope of Public Relations professionals with good results. Publicity is considered more credible than advertising be-
cause media is seen as the source of news. Hence the message has greater acceptability.
Handling publicity requires special skills. If handled well, it offers tremendous benefits, and
if handled badly, it can do more damage than good. Besidesjust reading well it must be factual
and truthful. It should not be an 'advertisement', but more a natural projection of the desired I,
message and information meant for the target group.
2.2.3 Public Relations 1

Public Relations encompasses within it the skills of advertising, publicity, and other tech- j
niques of communication which require knowledge of psychology for effective persuasion.
The British Institute of Public Relations (IPR) defines public relations practice as : ,
"the planned effort to establish and improve the degree of mutual understanding between
an organisation, or individual, and any group of persons or organisations, with the pri-
mary object of assisting that organisation or individual to d e s e ~ eacquire
, and retain a
good reputation". .
'Ifipicallythe advertiser, or publicity man, usually wants to communicate with and persuade
the largest group of potential buyers. He achieves this by "sending messages", generally in
one direction (in the form of newspaper ads, television commercials, etc.). In contrast, the '
approach of public relations is much more selective, and it relies on information travelling to
and from the publics in both directions i.e. sending messages and getting feedback. Feedback
is vital for success of Public Relations.
In India, the public has become a force to be reckoned with. Even in a country where the
majority is still to acquire the rudiments of literacy, people are conscious of their rights as
citizens, as consumers, as shareholders or as employees. What is more, they are no longer
like dumb driven cattle, but can make their voices heard. Mass media institutions make it
possible for the common man to make his presence felt. If he has a grievance, he can write a
letter to the editor of mass circulated daily or weekly. He can go up to his MLA or MP or his
local councillor, and through himventilate his grievances in a State Legislature or the Parlia-
ment or a Municipal Corporation, and no organisation can dare to ignore this warning. Lf the
name of the organisation is frequently mentioned in the Parliament or State Legislature, the
government will take notice, and may even initiate some steps against the organisation. Good
examples of feedback can be found in the "consumers grievances" column of most of our
major newspapers like Hindustan Times, Indian Express, Hindu and The Deccan Chronicle.
Even an adverse editorial comment in a newspaper will probably be enough to stir the govern-
ment to ask for an explanation from the erring department or take some sort of action.
Advertising and publicity are aimed at limited types of target groups, such as customers, dis-
'
tributors and retailers. They deal primarily with selling. They are part of marketing mix. But
the aims of Public Relations are much wider, since a business is not merely concerned with
selling. This is where confusion sets in. Surely, the primary objective of a business is to sell
its products and services, and make a profit. But none of that can happen economically and
efficiently unless every other facet of the business plays its part. A chain is only as strong as
its weakest link. Public Relations can ensure that every link in the chain is strong.
Notes : (i) State whether the following statements are true or false.
(ii) Compare your answers with the ones given at the end of this Unit.
a) Publicity does not involve use of media channels. (
b) Advertising is done free of cost. ( 1
c j Publicity is considered more credible than advertising. (
d) Public Relations is persuasive communication. ( 1
e) To get publicity, one must have something worthwhile to say. ( 1
f) Public Relation's aim is selling. (
Concepts of Public Relations,
I g) The sponsor can be identified in advertising.

h) Publicity is free of cost.
i)
\
Advertising and publicity are the tools used for Public Relations efforts.
i
( )
Advertising, Publicity and
Public Opinion
2.3 , DIFFERENCES AND SIMILARITIES IN PUBLIC

RELATIONS, ADVERTISING AND PUBLICITY
To illustrate the practical difference betwven Advertising, Publicity, and Public Relations, it
would bc best to take actual example of each of the three inter-linked communication tech-
niques.
The basic differences, as one will see from these examples are
1) the objectives of the communication,
2) physical naturelcharacter of the message evolved, and
3) the end result. i.e.. visibility and effect of the message.

The similarities are in
1) the media channels used, and

2) the elements in the creation of the message. ,
To highlight the differences and similarities, we have attempted to look at the examples under
the commonly used headings in the teaching of Advertising and Public Relations : "What is to
be communicated ?', "To whom?', "Where ?', and "How?".
Advertising
We shall take an example of advertising and analyse the various elements in it.
A brand of premium toilet soap
Objectives
1) To sell the brand (Liril/Lux/Cinthol) to the target consumers.

2) To achieve repeat purchase.
3) To achieve specified and targeted sales of the brand and profit for the company,
4) To capture a hare in the market.

Message Communication : (What ?)
The message in advertising is about the brand (product or service). It creates awareness ih the
brand, puts across the plus points and special benefits to the user, and helps create brand
loyalty It is based on the consumer's needs and motivation, on the one hand, and competition
In the market on the other hand.
Ti~rgetGroup : (TOwhom ?)
1) Woinen (or families / household) from the higher income groups in urban areas.
2) Modern, sophisticated and concerned on their own r families) personal hygiene and
complexion / slun.
3) To have purchasing power and want to buyluse products which are superior and of pre-
mium quality.
Communication Media : (Where ?)
1) The press -special women's magazines,'general magazines, newspapers, etc
2) The television -the national network.

Definition, Nature, Ethics and 3) The cincma -in target inarkcts.
4) The ra5io --- covering targct markets.
In othcr c ~rr;,.:!,ll- rs lo bc done through the mass media
Tin~izgof' Activity : (kt l ~ s n?)
Ge:lerlliy. all the w a r i a ~ n d or
. ill strategic bursts. The timing also depends on resources
atsijablc and ri~nrkclsih~ations.viz., usership of the product by the target consumer.
Dc\.dapmcnt of Message : (How ?)
Thc diflusion of the advertising message r c any specific area or areas is related to the existing
and potential markets for thc brand (;~n,iproduct category). This is based on experience or
markct rescarch. This is also directly 11-rkodwith the company's sales and market share objec-
tives. Also the resources availdblc t .I t<lrgetthe message in a specific geographical area and
the desired indepth coverage in tciills or c;:: brand within the company's ovcrall activities. The
key deciding factor is the "poien:ial of r h market7'.
~
Publicity
Similar to the example af aadvcr?isiog, we shall analyse an example of Publicity. Read the item
in the box.
Odyssey Vidco entering market today
ENS ECONOMIC BUREAU
-
BANGALORE Odyssey xdeo Communications Limited (OVCL) is cntering the
capital market on July 4 with an issue of 21.7 lakh equity shares of Rs. 10 at par
aggregating Rs. 2.17 crore. The issue will part finance the company's ambi-
tious Rs. 3.35 crore project to install state-of-the-art cditing facilitics as well as to
develop programmes for domestic, foreign and satellite TV. The promotcrs. tlrc Rs.
58 crore MAA Bozell Group, and their associates will provide the remaining Rs.
1.18 crore.
OVCL recently entered into an alliance with Noel Gay TV of UK with an eye on the
global market. As of now the company has an order book position of approximately
Rs.3.5 crore of domestic programming at pilot approval state, Rs. 1 crore of foreign
programming and Rs. 50 lakh in corporate work. Its corporate clients include blue
chip cornpanics such as Coats Viyella, Citibank Cards, Titan Watches, ABB, ITC,
Britemia Industries, Brook Bond and Canara Bank.
Example of publicity for a public issue
Source : Indian Exprcss, July 4tll 1994.

A Financial issue of a company
I
Objectives :
1) to announce the special features oi'~i:clil: ,n;ial I,~II\:
2) to generate awareness and rcs1xi::;c lo ~ t .
3) to give out dctdils arid f;lcrs spccillc i:, tllc ~SCIIC
4) to suggest action needed to bc takcn by ;,(:tLl.!~,. :";\-sIors

5) . to build company image.
The nlessage in a publicity effort for a Financial Is!.: .; is b;~a;c:~lli.
ii~Ponnalionon tllc issu.
However, it should be put across in a hard-hitting r;i;iirIlcr : ~ ;\-iil)
d s~~ppor!ivc Tat?,?. I t rn!rs:
motivate the potential investors to respond quickly. And :his shouid bc as iT tllc i.; (cr-
media) person is suggesling that.
The message must contain fact about the collrp;rw.'>, II ,,.I; tr-a:l. idcord, gro\\tll pl'111,.and
financial soundness. Cnncepts of Public Relations,
1) Potential investors. Public Opinion
2) Present shareholders and investors.

3) Company employees.
4) Government.
5) Media (specially the financial press)

6) Financial analysts I
Communication Media : (How ?)

Business news on television is yet another outlet. Publicity about the issue can be done in the
business and financial columns newspapers and magazines. Techques used for aclueving
publicity include :
1) Press relations / hand-outs. and press conferences,
2) ~ i r e mail
k shots / folders,
3) Investor conferences,
4) Video films,
5) Annual reports and AGM material.

Time of activity : (When ?)
Obviously, the emphasis will be prior to the Issue, and also after the public announcement of
the Issue in the respective media. I
Prior to the Issue, companies generally run a corporate advertising campaign. If resources do
not permit this, the image building is built into the financial Issue announcement ads.
During the Issue, a number of press releases are issued to magazines and newspapers. This is
the publicity tllrust, which we are referring to in this example. And this publicity activity is
more than just a one-shot effort, specially when it comes to big issues and big companies.
Development of message : (Where ?)
The publicity effort in terms of the press handouts, press conferences and other means to get
the media coverage will depend on the nature (subject) of the issue, i.e., its news-value or
news-wortluness. Creativity in communicating the facts will be the essence of its success in
getting coverage in the media. This requires talent ,and experience. To successfully do this,
one would need the help of creative people in the AD agencies, or a Public Relations
consultancy, or available expertise in the Public RelationsIAdvertising Department within the
company.
In the pt~blicityeffort, the press (media) relations plays a vital role in the effectiveness of a
publicity effort. This has to be nurtured over a period of time.
Public Relations
i We shall analyse how the Public Relations expertise in a factory may help in solving a crisis
! (a strike).
I
Objectives:
i to resolve differences through communication, and facilitate negotiation between the
1)
i
i 2)
management and the workers.
to bring the strike to an end.
The message in s11c11a Public Relations situation is one that builds mutual confidence be-
tween the workers and the management. It projects that it is in the interest and benefit ofboth
Defmition, Nature, Ethics and parties to come together and talk to resolve matters.
The worker's demand and the management's offer / intention must be clearly understood in
developing the message, and a meeting point should be kept in sight for the desired results.
One needs to remember that we are dealing with human beings and not machines. This attitude
will help greatly in evolving good and effective relations.
Target group : "To Whom ?"
Workers.
Union leaders.
Other employees (including the management).
Outsiders (the customers, the suppliers, the press etc.)
Communication Media : (How ?)
Personal meetings -between the Union leaders and the Management representatives.
Exchange of letters and facts with regard to the issue
Notice on notice boards
House journal
News sheets, posters and banners
Video magazines.
Press releases (if the situation demands communication to the external target groups
as well).
4
,
Time of Activity : (When ?)
In the case of a strike at the factory, the communication exercise must begin as soon as it
happens. It must be continued right through the negotiations, and even for the period after the
strike is over to retainlmaintain the confidence of the parties concerned, other employees,
and the external target groups, if any.
The right response at the right time with proper Public Relations is crucial in case of strike,
and in the case of any Public Relations activity.
Development of Message : (Where ?)
The Public Relations message must match the objectives defined and the media in which it is
going to be projected, especially in its tone of voice, words and facts and figures. The Public
Relations person has to work in coordination with the labour office, the management and also
with the aggrieved worker.
The Public Relations effort has to be a multi-faceted one to make an impact. It must make use
of all the media possible in a cohesive and planned manner, because the issue of the strike (as
all such Public Relations issues) is very delicate, and can have far-reaching consequences, if
not handled well, and even ifhandled well.
The Public Relations effort, whatever it may be, must be open and honest in every respect and
help to bridge the communication gap among various sections within the organisation as also
between thiorganisation and other external publics.
- - -
Your Progress 2
Note : i) Answer the following questions briefly in the given space.
ii) Check your answers with the ones provided at the end of this Unit.
1) Define advertising.
............................................................................................................................................
-
Concepts of Public Relatiow,
Advertming, Publicity and
PubHc Opinirm
2) What are similarities between Public Relations, Publicity and Advertising 7
3) What are the differences between publicity and advertising 7
2.4 TWO NEW CONCEPTS OF PUBLIC RELATIONS,

PUBLICITY AND ADVERTISING
The present-day communications in business are expected to lie more effective be it through
advertising, publicity, or public relations. To make them so it is worthwhile to understand the
two new concepts in communication :
The Black Box Concept, and
The SRIF Formula,
The Black Box concept diagramatically represented looks as follows :
(Stimulus) I I (ReactiodResponse)
(Black Box)
Engaged Disengaged
Po itive
-.I Reinforce
(1)
(3)
Propagate
Facilitate
Confront
(2)
(4)
'Black Box' Concept

According to this communication concept, what takes places in the "B" box, or black box, is
Definition, Nature, Ethics and crucial for the right response among the target group. The black box is in fact the humall brain.
Scope of Public Relations The stimulus must make an impact on the brain for thc desired reaction or response from the
target group. The aim is always to gain a positive attitude and an engaged form of behaviour
(i.e. Box No. 1). In other words, the situation should be such that your communication has to
try and do a reinforcementjob, and further build on the positive attitude and engage behaviour.
In such a situation the target group will respond as you desire. vis-a-vis your objective.
But this ideal situation may not always exist. The target group may be in one or different state
of mind and / or situation and, therefore, different strategies and actions may be required to
move the target group from where they are into the positive and engaged situation. For in-
stance :
Situation Action needed
1) Positive but Disengaged Facilitation of understanding in the target group
(Box No. 2) (with facts).
2) Negative but Engaged Propagation or education of the target group.

(Box No. 3)
3) Negative but Disengaged Confrontation of the problem and the target group.
(Box No. 4)
The desired shift within the four sections of the completc black box will be ultin~atelvdeter-
mined by, besides the nature of the message, the sharp focus or words and pictures of thc
message in the media selected.
The SRIF Concept

The second concept, SRIF Formula, stands for the "Strongest Relevant Jntluence Factor"
'
in the communications of the advertiser or Public Relations man. It is the strength of this
.'facto;' which results in achieving the desired change in attitude and behavlour of the target
group.
Thc SRIF Formula is depicted in the form of two overlapping circles :
Field of Reference
SRIF
One circle reprcsents the target group's field of reference, and thc other the field of experi-
ence. It is the overlap of these two circles that is important, and it is believed to result in thc
target groups response, or action, to our message / communication. The greater the o\ erlap,
the stronger the SRIF, and more positive is expected to be the response Both the framc of
reference and the actual experience of thc target group are important in realising thc commu-
nication objectives- be it in Advertising, Publicity or Public Relations. If thcre is no signifi-
cant and positive overlap of the circles ( i . e . , the frame of rcference and the frame of experi-
ence), then no communication, however creative or well designed, will work. In [act, it \v11I
result in disappointment in the target group, and possibly also have a negati~ccffect.
2.5 OBJECTIVES OF PUBLIC RELATIONS, ADVERTISING, ,Concepts
AND PUBLICITY
, A,
nf Public Relations,
public Opinion
,.
Like all activities, successful advertising and publicity in Public Relations are goal-oriented
or activities based on objectives.
The objectives of advertising are tworold. i) as a marketing tool; ii) as a means of persuasion.
As a tool of marlteting, advcrtising is used to sell ideas, products and senices of identified
sponsor. This is achieved through co~nmu~lication of the product (or service) features, pric-
ing, benefits to the customers, and thc image (brand image) among other things. Apart from
dissenliilation of information about prodncts, advertising is also r~scdas a nlass pcrsuader -
whether for creating popularity, whether used in election or in education, advcrtising seeks to
bring about a change in attitude and behaviour. This is why advcrtising is also defined as "con-
trolled, identifiable information and persuasion by means of mass media. Advertising is thus
tailored and executed towards achieving one or more of thc objeclives, depending on the
product or service, the market for it, its customers, and the marketing organisation behind it.
The execution, and its implementation in media to achieve the objectives is a science and an
art in itself, requiring special skills.
The objectives of publicity are concerned with imparting information, through specific me-
dia to the specific target group. The information has to be intrinsically newsworthy, hoilcst
and credible, but made to be more authentic by the nature of the media in which coverage is
obtained. The information is put across in such a way that ~tsecms as if it is the media which
arc giving it out to thc readers orviewers, rather than the advertiser or Public Relations man in
an organisation. To be able to do this successfully requires good knowledge of mass media,
its editorial needs and policies, the audience and the operation process. It requires planning,
effective writing, and extremely good media relations to ensqc that news rcleases receive
favourable considcration.
The objectives of Puhlic Relations comprise a slibtle con~binatio~l of advcrtising and pub-
licity. Public Relations is concerned with achieving a shift in knowledge, perception, image
and behaviour. Each Public Relations programme, therefore, can have dirkrent objectives
depending on the situation, the target group (the "pt~blics"it is meant for) and Lhe timing. For
instance. the objcclivcs of a programme directed to motivate the e~iiployeesor a company
will be different for cnch internal situation, its timing. the stnlcture and the organisation.
Similarly, the objectives of Public Relations with the media ( i . e . , of the media relations) will
vary from situation to situation, and company to company. Handli~~g a crisis will demand one
type of objcclive, whereas the launching of a new production uidt will dc~llandanother type of
objccti~ewhen dcaling with thc media as a specific "public".
Another difference with regard to Public Relations objectives, \vllcn comparcd with advertis-
ing of p~~blicity~is that in Public Relations the target group or the "publics" may often be more
th;ln one in a given situation - for instance, the employees,'the press, the sharcholders, and
the government can be the target group in the case of a new project launcl~,or even a crisis. In
advertising and publicih the target group is generally one specific and large group - for
instance, the housewives in the case of a consumer product, or the sl~areholdcrsin the case of
a financial crisis, or tlue government in the case of an industry issue.
2.5.1 Public. Relations Advertising in the Press

Now we shall discuss Advertising as a tool of Public Relations. Advertising for ;' .;Iic Rela-
tions is more conin~onlyreferred to as 'institutional advertising', and this is an important
iilstnlment for achieving Pub1i.c Relations objectives.
I
Public Relations advcrtising has been distinguished from the more conlmoilly used product
advertising. The latter is part of the marketing-mix of the organisation. It is intended to fur-
[
/ ther sales of the company's products, either of a single product or a range or products. Insti-
i tutional advertising seeks to build an image of the organisation as a whole, the corporate
imagc. Product advertising iila y also be somelimes concerned with image building, but that
will be to build up a brand image. I~~stitutionaladvcrtising does not directly promote sales, or
even help to popularise a brand, but by building the corporate image it creates goodwill for the
organisation. niakes for better relations with the publics such as government, the parliament
and the press, and thus ultilnatcly helps to improve the compauy's profitability by creating the
Definition, Nature, Ethics and climate in which its business operations can proceed in a congenial atmosphere.
Some of the 0bjecti~eSof Public Relations advertising may include :
a) improving the image of the company among specific publics

b) to bring about a change in attitude of audience towards the company or its products
c) to enhance the company's image by making known its achievementse.g. increased pro-
duction targets, export awards etc.
d) educating the audience on company's various aspects etc. its future plan, prices etc.
e) establishing the organisation's reputation as a responsible corporate citizen and its
concern for the community.
f) establishing itself as a good company to work for in order to attract more talent.
g) providing a unified marketing approach for all its products.

In deciding what to highlight in an institutional advertising campaign, one has to consider the
public towards which the campaign is mainly directed. Is it the government or the parliament,
is it the press, is it the shareholders, the capital market, or the employees of the organisation?
The answers to these questions should be adopted for the campaign.
Gs in the case of all advertising, Public Relations advertising should be simple, and the mes-
sage should be clear. Ideally, only one concept should be put across in one advertisement for
the best effect. I€more than one idea is to be conveyed, one could plan a series of advertise-
ments tying up together into a total corporate message to the public or the publics concerned.
In institutional advertising, one must avoid complex messages and detailed explanation. In-
stead a brochure or pamphlet or even a book may serve the purpose of Public Relations better
depending on the amount of material that has to be incorporated. However, where it is felt that
a series of advertisements will be able to project the message, there should be some kind of
inter-connecting link between them, so that the impact of the first is reinforced by each suc-
ceeding advertisement in the series. -(See Illustration).
LEFT TO RIGHT :AMBASSADORS TO FRANCE, GREAT BRITAIN,
THE U.S. AND 2 OTHER COUNTRIES.
-
We see our cabin crews as India's ambassadors abroad no less
They are taught to be so. Because on every flight they meet some of the world's most
important people. You
They know that their smiles, the namaste, that smooth efficiency is not just part of
then training but comes from the depths of our rich heritage and culture to create
world dass standards of hospitalityp
We are proud of all our people -the Air Indians.
AIR-INDIA
Over Sixty years in Flying colours
AIR INDIANS. TAKING ON THE WORLD
An example of Institutional Advertising
Insatutional advertising, is however, very expensive and the one should use it judiciously.
t
2.5.2 Public Relations Advertising on the TV

The intrduction of sponsored programmes and the-TV serials over the various channels of
Doordarshan and Cable network has provided an opportunity to the public relation practitio-
ners as never before.
It place at their disposal avery powerful medium, whch has now a wide reach throughout the
country. Institutional advertising is used for purposes of image building, bringing about changes
in attitudes, helping to mould the public option and popularising new concepts. As far as the
marketers are concerned, the television medium also gives them a powerful tool to develop Concepts of Public Relations,
the brand image and to sell their products and services through 'spots' as well as through Advertising, Publicity and
sponsored programmes. Public Opinion
2.5.3 The Radio and Public Relations Advertising

For most purpose, it is the commercial channel of Vividh Bharati which will have to be the
main outlet for Public Relations purposes. Sponsored programme put across this channel,
and, if intelligently produced, can evoke a high interest among listeners. Such programmes
can be used for popularising brand products as well as for image building. Enteftainment
programmes, popular film based programmes and sports programmes command a high
listenership and can be effectively used, for Public Relations advertising.
2.5.4 Publicity :Public Relation's Active Arm

Public Relations .is a complex task, performed best by skilled professionals.
Most of the activity in Public Relations consists of publicity, with some promotion. Publicity
material include new releases pictures, articles and background material. It is important to
prepare publicity messages keeping in mind the channels of mass media to be used -whether
newspaper, trade magazines, specialised magazines, radio or television broadcast etc. Indis-
criminate mailing of publicity material is a sheer waste of resources. Hence it is important to
have a good knowledge of mass media, their audience and editorial policies, besides keeping
good media relations with the media personnel.
Publicity and promotion are highly creative fields. There should be no limitations set on the
practitioners, innovativeness other than the ethical ones. The media is flooded with publicity
messages. Hence the publicity messages compete for attention. Editors have no choice but to
reject mediocre material and use only such news releases which are worthwhile. It is here that
the work of creative, skilled people will stand out. The best attention-getter is the targeted
quality work.
It is important to remember that even the most creative work is only effecfiy,e if it is in line
with +heorganisation's strategy. Bright ideas that do not communicate the organisation's mes-
sage tc, the proper audience are not worth publicising. Good publicity ideas come with expe-
rience and a Public Relations person must make good use of both publicity and advertising to
achieve the Public Relations goals.
Notcs : i) Answer the following questions briefly in the space provided.
ii) Compare your answers with the ones given at the end of the Unit.
1) It is not easy to get publicity - Why ?
2 ) State three objectives of institutional advertising.

Scope of public Relations 2.6 EFFECTIVE YlJBLIC RELATIONS, ADVERTISING AND
PUBLICITY
All con~mun~cations -big or small in tcrms of size and effort in Advertising, Publicity and
Public Kelat~ons- i ~ ~ v o l vs~gnificant
c financial and manpower resources. Both are, today,
not only scarce, but cspcnsive. Hcoce, advertising, publicity, and Public Relations must be
effectivc to the core. This rcqulrcs professional planning In the following scven areas .
1) Ohjcctive orientation : All advcmsing, publicitv, and Public Reiations programmes

lrlust have prc-dcfiacd sliort-(crm and long-term objectives as a pre-requisite. These
must be agrced to and accepted by the managenicnt.
2) Target group orientation : For any campaign (or even single but important activity),
.the targct group to be rcached must be clearly identified. Therc should be no ambigpity
or vagueness in this. The definition of the target group should be in dcrnographic and
psychograpliic terms.
3) Message selection : Thc nlcssagc to be communicated nlust bc dircctly linked cvitli

and focused upon thc objcctivcs lo bc achicved (awareness, image, announcelnent, slliH
in attitude, behavionl: etc.) i l l rcspcct of thc target group and thc media in which it is
going to bc trans~nittcd.There niusl bo I: perfect match betwcen the two to achieve the
dcsired results.
4) Media selection : Tlrc mcdia to bc uscd rr~rtstbc tliosc which rcacli Ihc right targcl
cost. Waste in reach must bc minimal -
group, at the right time. a ~ i da[ tllc n~inimr~m
and this is today easilypossiblc with tikc detailed data and planning at tlic disposal of a
professional. The right media have a signilicant role to play in p~iblicityilnd Prlblic
Relations, where the co~nlliunizationis largely situation-lcd and the ~nessagcsarc broad-
based and dilferent, tllilil:c ndvc~-tisil~g.
5) Creativity and innovations : 'rliis stcp ~lccdsno elaboration as such. The more crc-
i~tiveand innovative >nu can be (witliin the professional guidelines'), the bctter yonr
message will be noticed. and the better will be the chance of pour being able to achievc
your goals. Creativily ; n ~ innov;~tion
d should be an objective on its on n. 111 ;rll Tor nts 01
business comm~~nication. today and in the luturc.
6) Adequate resources . 011col'tlke biggest shortcomings in advertising and Public Re-

lations is that co~r~p;l~lics
tend to econoniisc ou the fillancia1 outlay?. This often results
in l~nsustai~~cllor spor:ldic commonications. To be effective, and to make the dcsired
impact, advertising. publicity and Public Re1:ltions progranimcs must be sustained and
backed with adequate linancial rcsourccs in crcaling the mcssage as well as sending it
out througl~tlic nlcd~a.
I t 1.2 often rcco~irme~lded
that if you do not ]lac-c ,!dcquntc resources, it m;ty bc better
tlkat you do not undertake tlic progr;imnlc, r:~iti21 t i ~ a ndo a half-licartcd a ~ low-in1p;lct
~ d
job. Obviousl!. tn this you I~avc1:) ..\,cirk~!llc Lonscqrlcnccs viz-a-viz your own particu-
lar s~luation; ~ n dorga~ti~;ltiorr
7) 2lanpower. l);tck-u~: LVl;i;i;-. c;. .,.ti i t ! \ -::..11icl fi~li~nci;ll

? i , . . . ~ ~ % rcso!lrcec. ilLi. profcs-
sion;ll m;ulpocvcr support in :lcl; , . ! - ! i s : i:!., :!r!iil!-,. . ..! (1 I'ilhlic K c i , l l i o i ~ cIr iiio.il cssc11-
tial lor the p l i i r ~ ~ ~ai~~ildCp X ~ ~ I ~ I I C I I I O ~ ' ~ ! ~ < ~ ; I : : * ! ~.;ilIkp:tlf;il>.
There is a &I-L:llccd for profzssio~~all~ t~aillcci:~!!d cl'fecli\,e pcoplc iri all the Lhree
comnianication lields. 'Trai~liogand dcvcloprrie~lr.tl~crcrorc.is an esscnlial rcquire-
rnclit a( !nost orgnnisations. Somctl~ingis b c i n , ~di;nc Loday about this. br~rmuch needs
ig bc: doirc still. Illc communicators to bc >uic<>slul11:1vcto bc prorcssional in attitude
~ I I I I L ~ ~I I~~ ;OI I I ~
::r:d ,I!!;II <;.tch11; tho cluttered con~mu~lia~t:ci;.t I r c v ; ~ i tcida!;
ls in the mar-
...
'---
,
:l [,
_"-_--.....- _ ____- .. " . . ..-.. -
i.i~cckYoul- l1r7:g~~ss
4
I
I I : i ~1;1swerthe following qocl;i::;l!; 11: t i ~ cY:.:~ ,,i.:: I~I~;:
ii; Cornpare your anscvers lit : ..r . , ' .. :. ..:., ,. id :)fib:>; ( ; : I ! !
9 , .*- c':-.. slaic. the \arlous Snctors ~ n \ o lc\l i .., .I, ,.. ::L' ,.? ,i: c i~jlilr~llll:l..lI~OII 1
Concepts of Public Relations,
Public Opinion
ACTIVITY 1
Go through some issues of magazines and newspapers and identify at least five dif-
ferent institutional advertisements. Study the message design and layout. How effec-
tive do you find them ? Use the space givcn below for your activity findings.
.......................................................................................................................................
.......................................................................................................................................
......................................................................................................................................
......................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
2.7 PUBLIC OPINION

A 'public', from thc standpoint of public op~nion,is a group of people with similar interests,
who havc a cornillon opinioii on a coiitroversial subject. Kllppuswainy defines public as "a
spontaneous collection of people in response to a certain kind of situation". To clarify the
conccpl to you further, tt is iswc / controvcrsy that holds the public together You must how-
c ~ e riote
r tllat the ~~lembers of the 'public' arc heterogeneous and are not one con~posite
group 'Publrc' I S not limited by s i ~ or
c enclosed nithin sonic geographical boundarics.
Lct us now csaminl: w h a t thc tcrnl 'opilooi~'n1e:lns and itsvarious shades.
Opinion. accord~ng10 Wcbster's ,Y~;cve~th iVe+l; Cblle~inleDictionary. is "a vicw, judgement,
or apprais:~lfor~ncdin the mind about a particular matter". An opinion is stronger than an
i~npression:~ndwenkcr than positive knowledge. It implies a conclusion thought out, yet open
1 to dispute. A iiiorc or less settled opi~iionis a 'sentiment' and, if held firmly, a 'conviction '.
ti ' v ~ c wis' an opinion more or lcss colourcd by bias.
I
t \Vc nlll iron takc a look at tlie conccpt callcd public opinioi~.
I
1
2.7.1 Definition of Public Opinion
Public Opinion is all csprcss~onof a belief held in coinnlon by members of a group of public
on a controx ersial issuc of gciieral iniportance. The public opinion-formed process emanates
from the cspresscd individilal opinions of inembers of a group. Whose views are subject to
tlic ~nflucnccscvcrlcd by the group.
Thc Dictionary of R'Ti~ssCommunications defines public opinion as the expression of all
niclllbcrs of 3 group, who arc g i ~ i n gattention to a given issue. The process starts with an
l~lte~.:lct~oli
of tndivld~131attrtudcs, mind-sets. and beliefs coiicerning an issnc.
Public opiniol~is usually cxpressed after controvcrsy, disputc and dcbate ovcr so~iiccontro-
vcrsii~lqucstion. i~hiclico~icernIhc welfarc, doctrines, and valr~csystem of a group. Public
op~nion1s arouscd. whcncl-cr a contemporary issue or qucstion of some concern arises about
~vli~clithe n~embcrof the group arc likely to have disagrccrncnt. A11 issue is a sit1.1aliolr or
occurrellce \\IIICII thrcntc~islo disturb thc prevailing values. belicfs and attitudes ol'a group,
crcallllg. tilorc GI- lcss o f a crisrs. and arousing discussion and the csprcssioi~of public opin-
Definition, Nature, Ethics and ion. Reservations for the backward classes and the question of merit is one such issue. Which
*OF of Public RehHons has begun to confront the Indian public. The testing of nuclear materials causing environmen-
tal pollution is an international issue, which causes people throughout the world to take affir-
mative or negative positions on the question. Similarly the issue of nuclear non-proliferation
and India's stand on it and the GATT accord have also generated much heat.
*
Public opinion is not simply the opinion of the majority of a group. On each issue, the inter-
ested public will divide itself into two or more differing points of view, which will not neces-
sarily be contradictory or mutually exclusive. The attitudes and preyious experiences of the
individuals malung up the public as well as the complexity of the issue determine the cause of
public opinion. The opinion must be representative of the group as a whole. Thus, public
opinion is the complex ofbeliefs expressed by a significant number of persons on an issue of
general importance. Public opinion is a potent force to reckon with particularly for a public
relations functionary.
2.7.2 Opinion Formation

The basic objective of public relations is to measure, analyse, and influence public opinion
which develops from the attitudes of individuals comprising the public. Therefore, it is im-
portant to understand the meaning of attitudes, why people hold the attitudes they do, and their
role in the opinion-forming process.
Attitudes are the feelings or moods of a person for or against some person, organisation,
issue, or object. They represent the predisposition of an individual to evaluate controversial
questions in a favourable or unfavourable manner. Simply stated, an attitude is a way of look-
ing at situations. An expressed attitude is an opinion.
Change in attitude may occur under various conditions e.g. the existing attitude no longer
provides us the satisfaction or if our aspirations get raised. Changes in attitude can be brought
about through communications by creating new beliefs, or by appealing to the emotions to
arouse favourable or unfavourable attitudes. Appeals to the physical, social and economic
needs of people are considered to be effective in changing their attitude e.g. the ads for insur-
ing life, property etc., have considerable acceptance and response by general public.
2.7.3 How is Public Opinion Formed ?

Attitudes and their expression in the form of opinions are the psychological phenomena of an
, individual. A group is not capable of forming an opinion. Since a group cannot form an opin-
ion, how is public opinion formulated ?
Public opinion is formed by individuals composing a group, who express their own opinion
on a controversial issue. Public opinion is a composite opinion resulting from the interaction
of the indvidual opinions of the members of a group. The transforn~ationof individual opin-
ion into public opinion, by group stimuli, is a distinctive characteristic of the public opinion
process. This metamorphosis is sometimes referred to as the 'group mind', which is the com-
bined opinions of individuals in the group. This is what we cdll public opinion.
Public opinion involves a transformation of individual opinion into group opinion, brought
about by the influence exerted by the members of a group on an individual's opinion. The
opinions of people in a group are influenced by what they here from opinion leaders, other
members of the group, or persons outside the group; what they read in newspapers, maga- ?
!
zincs, and books; what they see in life about them or on television. Apart from group pres-
sures, individual opinions are influenced by their needs, emotions, experience, heredity, cul-
ture, economic status and education. Out of the interaction of individual attitudes, opinions,
and the opinions of the group emerges public opinion.
2.7.4 Propaganda, Public Opinion and Public Relations

You have just learnt how public opinion is formed and how Public Relations efforts can help
mould it. There is, however, another aspect to moulding of public opinion based on propa-
ganda. It is important for Public Relations students to learn to distinguish Public Relations
from propaganda and not confuse the two, as they operate at different levels and have differ-
ent motives. Public Relations is not propaganda. So let us briefly look into this art also to
make ourselves clearer.
ately designed to influence opinion or action by other individuals or groups with reference to Concepts of public Relations,
pre-determined end. Although in its broadest sense, propaganda intends to advance a cause Advertising, Publicity and
e.g. a.religious faith, and hence can be considered as legitimate persuasion, it has come to Public Opinion
acquire a negative image because it has been used to unleash hhtred and fear during wars. It is
still being used by suppressing facts. Propaganda has therefore gained notoriety as brainwash-
ing and barbarity. It is tharacterised by the on<or more of the following :
- use of words with double meanings
- appeals to prejudices of people and arousal of negative emotions like fear, hatred etc.
- evasion of truth, suppression of facts, distortion
- provocation, playing up trivia
- presentation of only one sided arguments
- repetition
Critics of Public Relations sometimes refer to it as propaganda to imply that this also ma-
nipulate's public opinion. However, even though Public Relations attempts to influence public
opinion, it is vastly different from propaganda. Public Relations is an honest, straight for-
ward, long term effort to create favourable image based on facts and performance. It has no
malicious, short term selfish gains to make by suppressing fact to mislead people. Unlike
propaganda, it is based on an open two-way communication.
2.8 PUBLIC OPINION RESEARCH IN COMMUNICATION

AND PUBLIC RELATIONS
The importance of sound and significant Public Relations research to the management of all
organisatid"s is greater today than it has been in the past. Top executives are spending many
hours &dying how public attitudes towards their industriedrnay affect their future ope%-
tions, or turn into opportunities in terms of the market place and their growth.
The focus of opinion rese'arch and Public Relations research has been changing from the
study of traditional publics to a greater attention to the study of "issues", and how best to
makaan impact on public attitudes for their benefit. The tools of public relation reseqch may
not have undergone much change in the past decade. But the& is an all round effort to bring
timely and actionable processed data into the hands of decision-makers quickly and effec-
tively.
Public Relations research serves these three functions :
1) Most frequently, it may simply confirm assumptions and hunches about the state of
public opinion on aq issue, or a company. This is a highly useful kind of back-up func-
tion, in many ways analogous to the use of quality control systems in the manufacturing
end of a business.
2) A second role of research is to clarify questions on which limited information is avail-

able, or on which apparently contradictory data are to be found. Research can help sott
out what people really mean and when they say they like or dislike an organisation -
the reasons they cite for these feelings, and even the origin of the feelings.
3) Research re-orients our thinking and conceptualisation on Public ~ e l k o nproblems.

s
It helps us to define and focus on ow objectives and target group, and in assigning
priorities to Public Relations problems and Public Relations actions.
There are many research techniques a~ailablefor conductingPublic Relations and public opin-
ion research.
A very old and still useful method is to carry a content analysis of how an issue or a problem
is treated in the press, published data, and the like. Such desk research gives a pretty fair
measure of the saliency of the'problem and often useful hints as to which aspect of it seem tb
be arousing the greatest public interest.
Definition, Nature, Ethics and For many people, Public Relations research is synonymous with public opinion surveys, and
Scope of Public Relations their various market research and survey techniques, each of which has its merits and its
limitations. Properly used, these different techniques can complement one another and pro-
-
duce a mosaic of data giving new insights into long standing problems.
Another form of opinion research, which is a useful tool for Publi~Relationsprofessionals
is depth survey. This is nothing more than an effort to let the public tell the researcher how it
views the Public Relations programmes. In these surveys the researcher carefully avoids im-
posing his point of view on the respondent. Depth studies are useful in the earlier stages of
programme in giving clues to the perimeters of a problem. They can also provide some really
valuable themes for the Public Relations campaign.
Good research takes time. And if undertaken must not be unnecessarily hurried, even if the
findings are required in a hurry. It must take its own course with all the procedures completed
fully and the analysis of data done properly to throw up the required leads to evolve the Public
Relations strategy and programme.
Managing Effectiveness
The secret of managing effectiveness lies in "how to do it", or the methodology of doing
things. Success in communication results out of managing four important steps :
1) Right selection
2) Right motivation
3) Right evaluation
4) Training and development.
Selecting the right message, the right target group, and the right media is the first step. Moti-
vating your target group to perceive and then act as you want them to is the next. Having done
that, evaluatingwhat has been achieved, what has not been achieved, and what needs to be done
further is vital. This may be part of the programme undertaken, but must be planned before-
hand. Feedback in communication is crucial - there should be one-way communication if
& needs success.
With all this, admen, publicity men, and Public Relations men (and in all three cases women
-
too) must be constantly trained to be professionals in the techniques, think inputs and the
final execution of programmes and campaigns. Training should be an ongoing process, and
not something which is done only when the going is tough, or when there is an acute need for
qualified people. Because of the link of advertising with marketing, a number of training
-
programmes in-company and external are available to advertising people. But in the field of
publicity and Public Relations, there exists a big vacuum, which must be filled up in the corn-
ing years - especially when Public Relations is becoming more and more important in
business and industry.
Note : i) State if the following statements are True or False.
ii) Compare your answers with the ones given at the end of this Unit.
a) Members of a public are homogeneous. ( )
b) It is an issue that holds public together. ( )
c) Group pressure helps to transform individual opinion into group opinion. ( )
d) Propaganda appeals to prejudices of people. ( 1

e) Opinion leaders play a significant part in the public opinion formation. ( )
f) Public opinion is the opinion of the majority. ( )
2.9 SOCIAL MARKETING IN.PUBLIC RELATIONS

Public Relations professionals in increasing numbers have begun to realise that social causes
can benefit tremendously from the Public Relations way of marketing, thinking the planning.
This in known as 'social marketing'. Concepts of Public Relations,
The tern1 'social marketing' has been defined as the 'design, implementation and control of Public Opinion
programmes, calculated to influence the acceptability of social ideas and involving consider-
ations of product planning, pricing, packaging, communication, distribution and mar-
keting research'. In short, it means 'the application of marketing techniques in moulding
public opinion for or against a social issue, or 'selling' an idea to serve a social cause, or
wherever specific public or social programmes and campaigns require significant changes in
the attitudes and behaviour on the part of the relevant "publics".
The most successful example of employing marketing techniques for popularising a public
programme in India has been the Nirodh commercial distribution, drawing on the marketing
skills of a number of large consumer goods companies. Similarly, there have been several
social advertisement campaigns, like the Bombay Municipal Corporation campaign on water
conservation,or Indian Oil's "Save Oil" campaign, or Hyderabad Municipal Corporation's "Keep
Your City Beautiful" campaign.
Let us take a practical example. Business houses design products and services in terms of the
needs and wants of target groups of consumers. Similarly, in social marketing, target audi-
ences must be studied and appropriate "products or services" designed by the organisation, so
that the target audiences find it desirable to accept the product or service. Thus, if the Na-
tional Savings Organisation wants income-earners to saveby buying Saving Certificates, which
in the long run will help to curb inflation in the country, many types of "schemes" can be
designed to contribute to this social objective. For instance, instead of cash incentives for
buying consumer products, wholesalers, dealers and even retailers may be given Savings Cer-
tificates, or coupons - for buying a certain volume of a product or products, a Savings Cer-
tificates worth a fixed sum is given to the buyer. Many such "products" can be designed to
achieve the social objective of developing the s:wing habit.
Thus in social marketing, the Public Relations men can view it as a marketing problem requir-
ing the designing of the "right product or service", offered at the "right place", at the "right
price or effort" to the "right consumer or target audience" with the support of the "right
promotion". However, it must be added that such an approach may not guarantee total success,
but it does offer a systematic framework for planning the social efforts.
Activity 2
Newspapers often report news events which trigger off public opinion - whether
local, regional, national or international. Go through the newspapers of the past fort-
nights, and identify at least two cases of public opinion generated by some event.
List the arguments of parties involved and say whether it led to any action. You may
use the space below to write downyour findings.
......................................................................................................................................
......................................................................................................................................
......................................................................................................................................
......................................................................................................................................
......................................................................................................................................
......................................................................................................................................
2.10 LET US SUM UP

This Unit has been designed to familiarise you with the concepts of advertising and publicity
to enable you to see their relationship with public relations.
Publicity and advertising are two vital tooh used by Public ReIations practitioners for achiev-
ing overall Public Relations goals, although by themselves publicity and advertising cannot be
called Public Relations.
We began by defining advertising, publicity and Public Relations and explained the defini-
Defmition, Nature, Ethics and tions to make the conc'ept clear. We also identified how all these aspects of persuasive com-
Scope of Public Relations munication have certain basic similarities, like use of mass media channels, identification of
target audience and designing of message etc. We also analysed the underlying differences
between these concepts to enable yon to understand the nature, scope, limitations and func-
tions of these concepts.
In an effort to relate Public Relations advertising and publicity to their persuasive roles, you
were exposed to two other concepts the newspapers of the Black Box concept and the SRIF
formula. The Black Box concept explained that in order to get the right response, a communi-
cation message must make an impact on the 'Black Box' which is infact the human brain that
s e c t s the behaviour of the'receiver. In that SNF formula, the Strongest Rekvant Influencing
F.4ctors was identified on whose strength, desired change in attitude of target group can be
achieved. We also examirsd the seven factors involved in effective communication.
In order to clarify certain misconceptions that people tend to harbour about public relations
being akin to propaganda, we discussed aspects of propaganda thoroughly to establish that
Public Relations is not propaganda although both are used to influence public opinion, we
also discussed the importance of public opinion, defined its nature and characteristics, and
tried to understand the complex ways in which public opinion gets formed. The different
techniques to gauge public opinion was also explained.
We also discussed "socid marketing". This was defined as the use of marketing techniques to
support Public Relations efforts in mobilising people or public opinion. Examples of social
marketing were also presented to make you understand this concept better.
2.11 SUGGESTED READING

1) Public Relations - Principles, Cases and Problems.
Surjeet Publications, New Delhi - 1985.
2.12 GLOSSARY
Prejudice : an attitude that is not open to rational discussions
Opinion Leader : Someone who is able to influence informally other individual's atti-
tudes. Opinion leadership is earned by indwidual's technical compe-
tence sociability etc.
Message ' : That which an act or work of comm&cation is about.
Respondent : The person to whom questions are asked in a survey.
Policy : The basic tenets of an organjsation that determine its activities.
'Prestige : The reputation and standing of a person, institution or group.
Promotion : Specid activities designed to stimulate interest in a person, product,
institution or cause.
2.13 CHECK YOUR PROGRESS : MODEL ANSWERS

a) False b) False c) True d) True -
e) True 0 False g) TW h) ' TN~

i) True
1 ) Advertising is a paid form of non-personal presentation and promotion of ideas,
goods and services by an identified sponsor. Concepts of Public Relations,
2) All the three are planned efforts in persuasive communication. They make use Public Opinion
of illass media channels. They are aimed at a specific target audience and have
pre-determined objectives of favourably influencing attitudes.
3) Advertising is a paid form of non-personal presentation and promotion of ideas,

goods and services by an identified sponsor. It is chiefly concerned with making -
sales. Advertising can be controlled both for timing and nlessage.
Publicity is not paid for and can be obtained by cultivating good medla relations.
However, the message and timing cannot be controlled as it is the discretion of
the editors. Publicity messages are considered more credible when the source
is not identified directly and the published message appear to have the endorse-
ment of media.
1) Although publicity is free of cost, it is not attained by mere mailing of publicity

material. To receive favourable consideration, the material must be newsworthy,
creatively prepared, keeping in mind the audience and the media selected. Be-
sides, good relations with the media must also be cultwated.
2) Improving the image of the company and its products, making known its achieve-
ments, educating the public on various aspects ofthe company, establishing repu-
tation as a good company to work for and as a responsible corporate citizen, for
providing or unified marketing approach for its various products.
1) The communication objectives should be predefined. Target groups must be

clearly identified. Media should be selected to reach the desired audience. Mes-
sage should be prepared carefully to suit target groups and media. Creativity in
message designing, adequate resources for sustained campaign, and professional
manpower for planning and executing communication tasks are also important.
a) False b) True c) True d) True

el True .f) False
UNIT 3 ETHICS OF PUBLIC RELATIONS
PROFESSIONALISM
Structure
3.0 Objectives
3.2 Ethics Defined

Need for Ethical and Moral Standards of Society
3.3 , Ethics in Public Relations
Unethical Practices in Public Relations
3.4 Impact of Public Relations on Society

3.4.1 Role of Public Relations : Information
3.4.2 'Role of Public Relations : Persuasion
3.4.3 In Defence of Public Relations
3.5 Relation between Ethics and Professionalism
3.5.1 Code of Ethics and Code of Conduct for Public Relations
3.5.2 Adoption of the Code of Ethics in India
3.6 Relating Organisational Goals to Public Interest
3.7 Legal and Ethical Considerations in Public Relations
3.8 Concept of Social Responsibility in Business

3.9 Social Audit
3.10 Let Us S h U p
3.11 Suggested Reading ,'
3.12 Glossary
3.0 OBJECTIVES
This Unit, third in the series of Block 1, is aimed at highlighting the vital function that Public
Relations communication serves in society which necessitates ethicality in this profession.
At the end of this Unit, you should be able to :
Define etnics and explain its need in society;
Relate the impact of Public Relations profession of society;
identify the potential for unethical practices in Public Relations activities;
discuss the role of Public Relations communication in information and persuasion;
estimate the inherent potential for positive gains to society through persuasive com-
munication;
outline the code of ethics adopted by Public elations organisations;
Justify the ethicality in persuasion;
explain the concept of social audit;
discuss the need to relate organisational interest with public interest;
@ state some guidelines for ensuring ethics in communication: and; Ethics of Public ~ e l a h o n s
Professionalism
@ Point out the legal consideration in Public Relations activities.
3.1 INTRODUCTION
In the previous Unit, we have talked about the nature of Public Relations, its scope and the
process by which its activities are carried on. We had also looked at the theoretical aspects of
communication as the relevant concepts of advertising, publicity and propaganda, and Public
Relations. The concept of social marketing was also examined.
In this Unit, we shall discuss the special importance of ensuring ethical standards in the prac-
tice of Public Relations because of its being a vital function involving public opinion. Certain
misconceptions about Public Relations being a play or @mmiik have brought some disrepute
to this profession in its nascent stage because of a few unscrupulous persons. Today, it is a
sophisticated and vital management fiinctionwith its own code of ethics.
.We will examine the role of Public Relations in society, its potential for good use as well as
for abuse. We will also examine the code of ethics and how it was adapted in India.
We shall also study the relationship between the Code of Ethics and the development of pro-
fessionalism in Public Relations. Public Relations has today helped evolving as an effective
tool for motivation and management.
Freedom of expression in democratic societies, growth in communication technology, indus-
trial growth and increasing public awareness, globalisation, etc. Are some of the factors that
have contributed to the need for professionalism in skilful mediation and information com-
munication making it an essential s e ~ c today.
e Thus, having established its essentiality and
its persuasive and informative role, we will examine its impact on the society as a whole.
Also, we will consider some ethical and legal implications in Public Relations. We will dis-
cuss a few ways to minimize distortion and some ways of maintaining and sustaining high
moral and ethical standards in the profession.
Finally, we shall discuss the concept of social responsibility of business and the need of
Public Relations to relate private with public interest. The practice of social audit, to evaluate
the extent to which various organisations are fulfilling their socikl obligations, will be ex-
plained briefly.
This lesson will provide you wih a sense of diiection, ilace in your hands a compass that will
enable you to chart your course in the stormy seas of Public Relations practice.
3.2 ETHICS DEFINED

Ethics i; defined as "that branch of philosophy dealing with values relating to human conduct,
with respect to rightness and wrongness of certain actions and to the goodness and badness of
the motives and Ads of such actions". By dictionary definitions ethics and morality are inter-
changeable. Both are concerned with conduct that is right or wrong, according to the accepted
standards or principles.
!
To elaborate further, it is the consequence of a conduct that determines ethicality e.g. when
the consequences range from being harmless to being beneficial. We consider it ethical or
right. If the results are harmful, it is considered wrong or unethical. However, the concept of
right or wrong varies with time, place and situation. They evolve over ? period of time and
cannot be applied uniformly as they are relative concepts. Behaviour that is considered un-
ethical by one society or a generation may be quite acceptable to another. However, ethical
conduct remains of significance to the society ultimately.
Need for Ethical and Moral Standards of Society

The dividing line between civilised and primitive societies is that, in the former it is the rule
of law that prevails as against the jungle law of survival of the fittest, in the latter. However,
even in civilised societies the legacy of the past continues. Standards of professional con-
duct, as all ethical standards, have their genesis largely in the moral codes as expressed in
Definition, Nature, Ethics and various religious doctrine's, for lending sahity to the civilised world. But with the spread of
Scope of Public Relations ideology Phethdr Marxism, with its emphasis on centralised planning, or Capitalism, which
thrives on the concept of free enterprise, religious and moral codes have given way to mate-
rialism and technological determinism. This, in turn, has led to the corrosion of ethical and
social values, which leads to newer forms of exploitation. The only way now open to correct
the wrong is to inject strong doses of morality into our personal working lives and thereby
into national life. Hence, there is a growing concern for ethical standards or codes of con-
duct. A reflection of this concern is the importance that the subject of human rights has been
receiving of late.
The issue of human rights has indeed assumed such paramount importance in the world today
that the United Nations which was set up after the Second World War adopted a "Universal
Declaration of Human Rights", and the charter of the United Nations has affirmed its faith in
these fundamental rights.
A number of international conferences have subsequently been held to discuss how far these
rights are being implemented. Currently, India is taking steps to constitute a Human Rights
Commission of her own to ensure that violations of these human rights do not take place in
the country.
We shall see later that the Code of Ethics that was adopted by the International Public Rela-
tions Association (IPRA), is based on these fundamental human rights.
The question of human rights and the observance of ethical standards is a matter of concern
for humanity as a whole for all organisations and all professionals, be they accountants, bank-
ers or doctors. It is even more so for a Public Relations professional as it deals with influenc-
ing public opinion. This is because the Public Relations Manager in any organisation is ex-
pected to function as its conscience-keeper.
The pressures that create ethical dilemmas in the government, business, universities, family
relations, and all other spheres, also affect the field of Public Relations: emphasis on imme-
diate gains and extreme monetary benefits; lowering of all standards resulting from overzeal-
ous desires to provide benefit to the backward classes, emphasis on materialism and desire
for self-gratification, etc. Another factor is the doctrine of management by objective, with its
emphasis-on the end result becoming the overwhelming criterion in all decision making.
Thus you see that the question of ethics is as important to Public Relations as to any other
profession. Those who are responsible for ensuring that the organisation they serve be value-
based, must necessarily observe strictly the principles of morality and ethcs, themselves.
Having established the need for etlucs, we will now examine in detail where ethics comes into
Public Relations activity and how it is handled.
Activity 1
The following news item appeared in a national daily. Read it and debate on it with a
chosen group of friends or neighbours to find out opinions on the ethicality of t h s
issue.
Watching death live

WASHINGTON - Lf advocates of tele- televised executions argue, to allow
vised executions have their way, Ameri- people to see the consequences of capi-
can families will soon be able to mtness, tal punishment, which polls show 70
in the comfort of their own living rooms, per cent of American favour ?
the death of some convicted killed by
lethal injection, hanging, electrocution They could see those sentenced to death
or gas. "twisting, slowly, slowly in the w i n d as
in the wild West when crowds gathered
It could be the ultimate video experience to watch a hanging, or in the French re-
- instant replay, slow motion, fast for- gion of terror when people cheered the
ward into the netherworld. guillotine as it lopped off heads.
The gruesome ultimate in tasteless TV? If he could have his way, talk show guru -
Or, a morality lesson ? Phil Donahue would televise the sched-
iil~I1
~ ~ ~ r i i t nn
i n n
hinp 1 5 nf nevirl
Lawson, convicted of killing a man Ethics of Public Relations
videncem video day and night, watch a Professionalism
&,for real ? in 1981 during a b~glary.
\
Ad for what purpose ? To hype televi- Lawson will be killed by lethal in-
jection of gus under State law.
sion rating%?
i - (Reuter)
'
f~siqwrters of
P
, .
x,
-
SOURCE INDIAN EXPRESS JUNE 5,1994
" *
*.
, .,.
J*
. 6- "-=%
-
3.3. &*HICS
3
IN PUBLIC RELATIONS
a&-
has now become a vital function affecting management decisions and influ-
w o n in evgr non-profit or profit making organisation. However, Public
Rela*~ns.#k+& through tumults phases before evolving as a profession and gaining univer-
sal statuq.?'S&ty, it is indispensable for any organisation. The reasons for it being so are as
follolvs:,2 -,. i
p & o n of right of expression and fieedom of information .
4 up of traditionally closed societies and increasing globalisation.
*. &
&etc.
employing Public Relation practice for staying in power, for develop-
Chdbinbusiness, amalgamations, collaborations,operating with subsidiaries, spread-

boundaries and in different cultures.
on the ethics of professioinlism in Public Relations.
if 1
~ o e t I @ p & i b . e t i a in
s Public Relations
r'
In thc & gg$w& stages of Public Relations there were quite a few people posing a Public
&latiorl~p erm but working as press agents who indulged in puffery and other unethical
pxactice~:toq a e v e their ends. This wrought considerable damage to the disciplrne and it has
been &@&&I# for Public Relations profession to outgrow such labels as 'white washing',
'sugaf 'fixing', 'propaganda' etc. even today.
-.
to describe what is ethical and what is unethical. It would be simpler to '
of choosing between the right and wrong options in keeping with con-
that causes dissonancein the mind brings about a feeling a gudt and dishon-
st communication cannot be an aid to cementing relationships. Publics are
also nrrt & be,rmd&mated as fools. As Abraham Lincoln said, "you can fool some people
d l the
-
.
.
r.
-7
? , .
.
qnd all of the people some of the time, but you cannot fool all the people all of
a
'Ib sWt wttb, skould you use your talents to promote some concept or cause that you believe
to be 7 A typical example is smoking which is a proven health hazard. Inspite of this
knowi&e, if it right to publicise a cigarette ? Dilemma situationslike this are many wherein
you ar~:l~@& get canfused. Yet basically, it is important to have faith in the organisation or
the dse'that yon are working for. Otherwise you cannot do a good job. You must be yourself
convincedhfore trying to convinceothers. There are a number of acts that could be classi-
fied as w@hhl, ranging from suppressing of news to misleading the audience. Unethical act
maviffcp:
- unfavourable news
- g@ to serve a cause but actually serving some other interest

Definition, Nature, Ethics and - promising results that cannot be obtained
- use of undesirable methods towards pressurising editors for carrying publicity mate-
rial.
The above only shows that like in other professions, there is scope for abuse in Public Rela-
tions too. It is also often thought that wrong doing can be altered by effective Public Rela-
tions. This misconception also needs to be done away with.
Public Relations recognises a long-term responsibility and seeks to persuade and to achieve
mutual understanding by securingthe willing acceptance of attitudes and ideas. It can succeed
only when the basic policy is ethical, and the means used are truthfd. In Public Relations, the
ends can never just* the use of false, harmful or questionable means.
It is impossible to use Public Relations techniques to coufiter a weak case. We have instance
of the Watergate scandal which rocked the entire world and which the large Public Relations
staff of the President of the United States could do nothlng about. Similarly, if a service
industry like a public transport corporation is not running its buses properly or punctually, no
Public Relations technique would help to brighten the image of that corporation in the eyes of
the public - the commuters. Or if a chemical factory's effluents were contaminating the
environment, do you think a Public Relations gimmick would help in stemming the public
outrage against it ? For this reason, it is often stressed that good Public Relations, like char-
ity, must start at home, and that denials never convince the doubting listeners. Public Rela-
tions, therefore, has not only to be practical and positive, but also be always ethical.
Note : i) State whether or not you agree with the following statement.
ii) Give reasons for you agreement or disagreement briefly in a line in the
given space.
iii) Compare your answers with the ones given at the end of the Unit.
1) Public Relations communication has scope for abuse.
[ ] Agree [ ] Disagree
Reason :
...........................................................................................................................................
2) Effective Public Relations can alter wrong doing.
Reason :
...........................................................................................................................................
3 ) Ethical concepts can be applied universally.
Reason :
...........................................................................................................................................
4) The public cannot be underestimated.
Reason :
...........................................................................................................................................
5) It is important to be convinced yourself before you try to convince others about
a cause or idea.
Reason :
.......................................................................................................................
Ethics of Public Relations
3.4 IMPACT OF PUBLIC RELATIONS ON SOCIETY Professionalism
There are no suitable yardsticks by which Public Relations impacts can be measured. Publica-
tion of press releases may be a tangible sign but still it does not mean that:
it has been read by the target audience
it has been understood as desired by the source
it has brought about a change in the attitude of the receiver.
Besides, it is difficult to view the results of Public Relations activity in isolation. There may
be other factors e.g. an increase in the sale of unsaturated oils could be related to the non-
availability of other brands of vanaspati rather than to the results of the campaign. Again, it is
also not possible to bring about changes in attitudes by merely exposing the target audience
repeatedly to ideas. We have examples of drug education programmes, anti dowry or anti
liquor, anti smoking campaigns, yet the malady lingers. This is because of these kinds of
'social engineering efforts' as they are called, require a lot of research into the psyche of the
intended audience and need higher levels of skill and judgement on the part of the communi-
cator to be able to transmif the necessary messages into the minds of the audience to bring
about a change in them. These are some aspects of the problem.
At the same time, we are aware of the importance of skillful mediation and information com-
munication role of Public Relations as an essential service to the society. This necessitates a
closer scrutiny of what Public Relations does or achieves. We will begin by examining its
dual role -that of information and of persuasion to see how far they are fulfilled by Public
Relations.
3.4.1 ~ o ' lof

e Public Relations : Information
One of the functions of Public Relations is to inform the public. Does Public Relations really
help to inform the public ?
There are many aspects to a question like this. Firstly, there can be flaws in the kind of infor-
mation given out and the kind of information suppressed. There can also be several ethical
aspects to the content, timing of message and the channel used. Let us illustrate it with an
example. In the area of financial Public Relations, full and timely financial disclosure is a
major responsibility undertaken on behalf of clients to the investigating public. Truth and
accuracy of these disclosures influence the investment decision. The factors mentioned above
about the timing, message and channel can affect the quality of decision made by an investor
who would have chosen to buy or sell a conlpany's share. This can have ethical implications.
Another aspect often criticised is that there is too ~ u c of
h such information emanating from
every side with conflicting claims. This does not help to resolve doubts. Rather it adds to the
confusion with the overloading of communication channels with contradictory messages in-
discriminately.
3.4.2 Role of Public Relations :Persuasion

Public Relations communication is aimed at bringing about a change in attitude. This itself is
open to question. Is it ethical to manipulate public opinion ? Haven't people a right to make
their own decisions ?
Answers to these questions should be found by examining what Public Relations is all about.
Basically, a Public Relations person is an advocate of a cause, client, company or institution.
Scott Cutlip and Allen Center in their book "Effective Public Relations" describe the Public
Relations functions in a free society "to ethically, effectively plead the cause of a client or
organisation in the forum of a public debate. It is a basic democratic right that every idea,
individual or institution should have a fair and fill hearing in the public forum -that its merit
is determined by its ability to get accepted in the public opinion market place. To obtain such
a hearing today, the individual idea or institution needs the expertise of a skilled advocate. The
advocate is essential to make the modem democracy w o r k .
3.4.3 In Defence of Public Relations

Thus, we see that although there is potential for abuse in communication and Public Rela-
Defmition, Nature, Ethics and tions, and practitioners have come unger severe criticism for manipulating opinibns of 0th-
Scope of Public Relations ers, still one cannot overlook the benefits of this profession of the society. PQbfk$ehtions
has helped businesses to make profits, expand, provide quality goods for con&rzerhadd sat-
isfactory working conditions for employees, created awareness of health, hpgierkam envi-
- ronment by providing development support, promoted scientificthinking helped to $se funds
for noble cause, prombted tourism and trade and increased our understanding of national and
.international problems. Thus the good that Public Relations can do is limitled$. " r. .. -4,.
'I
Check Your Progress 2 *

Note : i) State whether the following statements are true or false. ;c
I ii) Compare your answers with the once given at the end of this ~ n h . 1
1) Publication of press releases is a definite measure of success of P u b k gels-
tions activity.
2) It is not easy to isolate the results of Public Relations activity from O ~ pf

Pie
ables.
C
++
.s -+.% -1
3) The quality of financial disclosure does not have any ethical implicatioRs?'
f4 3
4) Truth and accuracy in corporate communication is important for credibility.
f 1
5) Persuasive communication is a basic democratic right in a free society:
_ *.
I.
.
k
r
I
3.5 RELATION BETWEEN ETHICS AND '/:
i?+
+a&?*
--
.=-
-4
PROFESSIONALISM AT _ .
It is for these aforesaid reasons that all authorities have emphasised the i m p d ~ c . 6 f W h i c s
in the Public Relations profession. Says Sam Black, the British Public ~elat6ns~xpert :
"Public Relations work by its very nature must have a high measure of ethical contefftf. ~ c b t t
Cutlip of USA points out that "a basic requirement for a profession is adherence t+ a set of
" , refers to the various codes of professional standards fgr Public
professional ~ O I I I Uand
Relations practice as examples of the efforts "to advance the ethics in this field*.
In fact, a code of ethics is an essential requirement for every profession. You will ~o doubt
have heard of the "I-IipPocratic Oath which all medical graduates are w i n d lo#&$. Tbn is
named after Hippocrates, a Greek physician, who was the first to free medid+ %&I &per-
stition and withch craft or magic, and gave a scientific basis for the scien~eand ark of the
treatment of diseases. It was this that laid the foundation for the emergence of the. medical
profession. i .
' t. '
3.5.1 Code of Ethics and Code of Conduct for Public Relatiom '.
From what we have said in the preceding sectionsyou will be able to appreciate odhy & code of
ethics and a code of conduct have been given a high priority by all p r o f e s s t d V i c Rela-
tions organisations. In the United States, where Public Relations first develop&3wlpiofes-
sion, a Code of Professional Standards was adopted as early as 1954 and subskqut%aS. &vised
in 1959, 1963, 1977 to meet the ;equirements of the situation. The next of k c M e of the
Public Relations Society of America is given below. You will see from this
itself on the fundamental human rights and on the value and dignity of the ilMi
such a code the profession could not have acquired the important place it has'fnC1aa&efican
Society.
PUBLIC RELATIONS SOCIETY OF AMERICA i
II
Code of Professional Standards < I*

r.
for the Practice of Public Relations *. ;t
Adopted and Effective April 29, 1977.
15
,.- -
II
(This Code, adopted by the PRSA Assembly, replaces a similar Code of Professionar Standards for the Ethics of Public Relations
Practice of Public Relations previously in force since 1954 and strengthened by, revisions in 1959.) Professionalism
Declaration of Principles
Members of the Public Relations Society of America base their professional principles on
the fi~ndamentalvalue and dignity of the individual, holding that the free exercise of human
rights, especially freedom of speech, freedom of assembly and freedom of the press, is es-
sential to the practice of Public Relations.
In serving the interests i f the clients and employers, we dedicate ourselves to the goals of
better conmnlunication, understanding and cooperation among the diverse individuals, groups
and institutions of society.
We Pledge :
To conduct ourselves professionally, with truth, accuracy, fairness and responsibility
to the public;
To improve our individual competence and advance the knowledge and proficiency of
the profession through continuing research and education;
And to adhere to the articles of the Code of Professional Standards for the Practice of
Public Relations as adopted by the Governing Assembly of the Society.
Articles of the Code
These articles have been adopted by the Public Relations Society of America to promote and
maintain high standard of public service and ethical conduct among its members.
1) A member shall deal fairly with clients or employers, past and present, with fellow
practitioners and the general public.
2) A inember shall conduct his or her professional life in accordance with the public
interest.
3) A member shall adhere to truth and accuracy and to generally accepted standards of
good taste.
4) A member shall not represent conflicting or competing interests without the express
consent of those involved, given after a full disclosure of the facts; nor place himself
or herself in a position where the member's interest is to many be in conflict with a
duty to a client, or others, without a full disclosure of such interests to all involved.
5) A member shall safeguard the confidence of present and former clients as well as of
these persons or entities who have disclosed confidences to a member in the context
of communication relating to an anticipated professional relationship with such mem-
ber and shall not accept retainers or employment which may involve the disclosure or
use of these confidences to the disadvantage or p r e j ~ c of
e such clients or employers.
6) A member shall not engage in any practice which tends to corrupt the integrity or chan-
nels of communication or the process of government.
7) A member shall not intentionally communicate false or misleading information and is

obligated to use care to avoid communication of false or misleading information.
8) A member shall be prepared to identify publicly the name of the client or employer on
whose behalf any public communication is made.
9) A member shall not make use of any individual or organisation purporting to serve or
represent an announced cause, or purporting to be independent or unbiased, but actu-
ally serving an undisclosed special or private interest of a member, client or employer.
10) A member shall not intentionally injure the professional reputation or practice of an-
other practitioner.
However, if a member has evidence that another member has been guilty of unethical, illegal
or unfair practices, including those in yiolation of this Code, the member shall present the
information ~romotlvto the Droner aiithnritiec o f the Snrietv fnr artinn i n arrnrrlanre w i t h
~efinition,Nature, Ethics and the procedure set forth in Article XI1 of the Bylaws.
11) A member called as a witness in a proceeding for the enforcement of this Code shall be
bound to appear, unless excused for sufficient reason by the Judicial Panel.
12) A member, in performing services for a client or employer, shall not accept fees, com-
missions or any other valuable consideration from anyone other than the client or em-
ployer, given after a full disclosure of the facts.
13) A member shall not guarantee the achievement of specified results beyond the member's
direct co Irol.
14) A member shall, as soon as possible, sever relations with any organization or individual
if such relationship requires conduct contrary to the articles of this Code.
The International Public Relations Association (IPRA) was set up as a para-national organisation
in May, 1955, to raise standards of Public Relations practice in various countries and im-
prove the professional quality and efficiency of Public Relations practitioners. An early
achievement of the organisation was the adoption of a "Code of Conduct" for the purpose of
establishing standards of professional ethics and co~lductin the field of Public Relations for
all members of the association worldwide. The IPRA code of conduct has served as a basis for
the formulation of a number of codes for national Public Relations and societies.
Along with this an International Code of Ethics was adopted by the IPRA Council at its meet-
ing in Athens held in 1965. Because of this fact, this code is often referred to as the Code of
Athens. This constitutes IPRA's moral charter, and its principles have also been inspired by
the United Nations Declaration of Human Rights.
The text of the Code of Athens is also given below. It will give you an idea of the moral
standards that are expected to inspire the activities of the Public Relations practitioners in
every country.
CODE OF ATHENS
CONSIDERING that all Member countries of the Un~tedNations have agrced to abidc by its
charter which rearms its 'faith in fundamenral human rights, In the dignity ;~ndworth of the
human person' and that having regard to thevery nature of their profession, Pr~blicRe1;ltlons
practitioners in these countries should undertake to ascertain and observe the pr~nc~ples sct
out in this charter.
CONSIDERINGthat from 'rights' human beings have not only physical or matcrial i~eedsbut
also intellectual, moral and social needs, and that their rights are of real benefil to them only
in so far as these needs are essentially met.
CONSIDERING that, in the course of their professional duties and depending on how these
duties are performed. Public Relations practitioners can substantially help to meet these in-
tellectual, moral and social needs.
And lastly, CONSIDERING that the use of techniques enabling thcm to come siniult:~ncously
into contact with millions of people gives Public Relations practitioners a power that lras to
be restraincd by the observance of a strict moral code. I
On all these grounds, the undersigned Public Relations Associations hcrcby dcclarc that thcy
accept, as their moral character, the principles of the following Code of Etlucs, and that ~ fin,
the light of evidence submitted to the Society, a member of these associations should bc
found to have infringed this Code in the course of his personal duties. he will be deemed to be
guilty of serious misconduct calling for an appropriate penalty.
Accordingly, each Member of thesc Associations :
Shall Endeavour
1) To contribute to tlic ach~c~crnclrtol'tllc rnor;ll and cultllral couditlons cnabllng Ilru~i,r~l

beings to reach lheir lull stature aud cnjo! llrc rrglrts to \chich they :Ire c~ltrtlcdrrndc~
thc 'Univcr s:rl Dccluratlon of Human Rights',
2) To eslablish corrrruunication p;rltcrus ;lnd ch;~uncls\vhlch, by fostcri~igtllc frcc 11o1\,or

cssc~lt~al \\.ill 111,lkcc;icll r~icnibrrof tlrc socictj. in wllich lrc l i ~ ~ i;:c.I.\
i~rkrtl~:~tion. es
that he is being kept informed and also give him an awareness of his own personal Ethics of Public Relations
involvement and responsibility and of his solidarity with other members; P~.ofessionalism
3) To bear in mind that, because of the relationship between the profession and the public,
his conduct even in private -will have an impact on the way in which the profession as
whole is appraised;
4) To respect, in the course of his profession duties, the moral principles and rules of the
'Universal Declaration of Human Rights';
5) To pay due regard to, and upheld, human dignity, and to recognise the right of each
individual to judge for himself;
6) To establish the moral, psychological and intellectllal conditions for dialogue in its
tnle sense, and to recognise the right of the parties iiuvolved to state their case and
cxpress their vicws,
Shall Undertake
7) To conduct himself always and in all circumstances in such a manner as to deserve and
secure the confidence of those with whom he comes into contact;
8) To acl. in all circumstances, in such a iuuanner as to take account of the respective

~nlcrestsof the parties involved; both the interests of the organisation which he serves
and the intercsts of the publics concerned;
9) To carry out his duties with integrity, avoiding language likely to lead to ambiguity or
nlisundcrstanding and to maintain loyalty to his clients or employers, whether past or
prcscnl:
Shall Refrain From

10) Subordinating the truth to othcr requirements;
1 1) Circulating idormation which is not based on established and ascertainable facts;
12' Taking part in any venture or undertaking which is unethical or dishonest or capable of
lmpalrlng human d~gnityand integr~ly:
!
13) Using ally "manipulative" methods or techn~quesdesigned to create sub-conscious nlo-
I ti\ alions which the individual cannot control of his own free will and so cannot be held
acco~rntablcfor the action taken on them.
t 3.5.2 Adoption of the Code of Ethics in India

In the cilrll da] s ill India tluerc were people wluo masqueraded as Public Relatioils consultants
but wcrc ~nrcnlitp fixers and i~la~lipulators who indulged in unethical practices to get favourable
decis~ollsTor- Ilic~rclients from thc govcrnnlcnt or other authorities or to secure licences for
lhcm
t The firs1 All lnd~aConTcrcnce of Public Rclal~onsPractitioners, therefore, found it neces-

s a p lo rornlall~,adopt Ihc In1ern:lllonal Codc olErlulcs lo demarcate the genuine Public Rela-
11011s practlt~onersfrom n~an~pulators
rcsslonalism in Public Rclations in Lndia
This was an Important step in the development of pro-
Havlng adoplcd thesc Codcs of Conduct and Ethics, associations of Public Relations practi-
llollcrs a11 ovcr [lie world cont~nuouslymonitor the activities of their members and deal with
case of inlr~llgcnlcnlsoT thesc codes. In India too one of the main functions of the Public
Rclal~onsSociety oTIndla (PRSI) is to cnsurc that standards are maintained that the skll and
! cfl~ciencjo f thc Publlc Relations praclltloncrs in thc country are raised through training,
cducat~onand rcsearch programmes.
Check Your Progrcss 3

I
I
I
111 Compare o u r allswcr nllh lllc o l ~ cgncn at lllc end of Ihe Unit
!
I I ) 11, .i11211 MI)
1,1l.,\
la lhc ('odc ol- E1ll1o illlpoii.~alibr the P~ofcs>:ion
of Public Rela-
I
3.6 RELATING ORGANISATIONAL GOALS TO PUBLIC

INTEREST
In Public Relations the exercise of identifying the policies and programmes of an organisation
with the public interest is of crucial importance. This has been made amply clear in Unit I.
Indeed, among the various definitions of Public Relations, quite a few, place the main empha-
sis on this aspect of Public Relations. As we have seen, the well-known American journal,
"Public Relations News", edited by Denny Griswold has emphasised that "Public Relations is
the management function which evaluates public attitudes, identifies the policies and proce-
dures of an individual or an organisation with the public interest ........ "
Another American authority, Prof. Edward J. Robinson of Boston University also gives promi-
nence to this aspect of Public Relations,in his definition of Public Relations :
"Public Relations as an applied social and behavioural science is that function which
1) measures, evaluates and interprets the attitude of various relevant publics;
2) assists management in defining objectives for increasing public understanding and ac-
ceptance of the organisation's products, plans, policies and personnel;
3) equates these objectives with the interests, needs and goals of the various relevant
publics; and
4) develops, executes and evaluates a programme to earn public understanding and accep-
tance."
This aspect of keeping in view the public interest is so important that it not only a part of the
definition of Public Relations but is given priority in the various codes of professional con-
duct adopted by different Public Relations associations. For instance, the very first item in
the code of Professional Conduct of the Institute of Public Relations of the U.K. states, "a
member shall conduct his professional activities with respect for public interest." The Code
of Professional Standards of the Public Relations Society of America (PRSA) states in its
second article that "a member shall conduct his or professional life in accordance with the
public interest."
3.7 LEGAL AND ETHICAL CONSIDERATION IN PUBLIC

RELATIONS
Ethics practiced by the Public Relations persons vary widely as they too cannot remain im-
mune from the society they serve. Also, adoption of code of ethics is no guarantee that ethi-
cality will prevail in all dealings. Codes can only provide guidance. There is no punishment
for isolation of code, nor is there any licensing of practitioners as t h s could mean infringe-
ment of a democratic right to freedom of occupation. Yet it is imperative for a Public Rela-
tions practitioner to be self regulating as also be careful about the legal aspects of communi-
cation.
With increasing education, the consumers and public have became aware of their rights and a
Public Relations person may have to deal with pressure groups like trade unions, consumer
j
protection groups, environment protection activities etc. A wrong act'on the part of a PRO
because of ignorance of legal aspect can cause legal trouble for the company. Hence it is
better to be aware of legal considerations and work with a legal team or seek advice in order Ethics of Public Relations
to forestall litigation. Professionalism
Messages should not be deceptive or unfair to the consumer. Misleading financial releases
can be a deadly weapon and invite severe penalties as there are laws to protect the investor
from unscrupulous traders with 'inside' knowledge.
Some guidelines to promote ethicality in dealing are the following :
Minimise credibility gaps by honest and accurate corporate communication.
Avoid false promise in news releases. Do not make exaggerated claims or promises
about product, services or organisations.
Keep in mind increasing consumer litigation and use simple clear language instead of
using phoney yhrases.
Place greater emphasis on research to increase credibility.
Maintain loyalty and commitment to your organisation, the society and to the system
as a whole.
Keep yourself upto date by constant reviewing.
Understand media process thoroughly and be scrupulously accurate.
Some legal aspects for a corporation

A company's legal books, manuals, dealings with Company Law Board, Financial
Public Relations involving SEBT regulations etc.; Legal Restraints on communica-
tion e.g. copyright, privacy right, defamation, libel, etc; labour laws; employee wel-
fare regulltions, government controls like MRTP, FERA etc. as applied to business;
Environment Pollution Acts, Consumer Protection Acts, Safety and quality of prod-
ucts etc.

Nnte : i) Explain briefly the following.
iii) Use the space given below for your answers.
a) Relating organisational goals to the public interest.

...........................................................................................................................................
..........................................................................................................................................
...........................................................................................................................................
b) Need for legal consideration in Public Relations.
..........................................................................................................................................
...........................................................................................................................................
...........................................................................................................................................
...........................................................................................................................................
>
3.8 CONCEPT OF THE SOCIAL RESPONSIBILITY IN

BUSINESS
There was a period, after the Industrial Revolution, when the captains of business and industry
thought that their only responsibility was to make a profit. Following the great Depression of
the early 30s, public opinion became hostile to business and felt that it had behaved irrespon-
sibly. A certain measure of State and social responsibility of business was born. It was ac-
cepted that apart from its responsibility of malung a profit and ensuring a fair return to its
Defmition2 Ethics and shareholders, every business organisation had a stake in the social environment and must
make a contribution towards its continued existence and improvement. Now-a-days, almost
all business organisations try to make some contribution to the public welfare outside the
scope of their normal activities.
3.9 SOCIAL AUDIT

Following from the concept of social responsibility, there is a growing body of opinion that
an organisation's social responsibility should be monitored and evaluated by an independent
organisation. The list of areas in which a business organisation is now expected to make a
contribution keeps growing, and is already quite a formidable one. To ensure that it is not
found wanting in any of these areas, that its performance is in accordance with social expec-
tations, many business organisations in the world subject themselves to a regular social audit,
which is as stringent and as systematic as the audit to which their accounts are subjected. Slo
far, there is no statutory obligation in any country with regard to social audit, but many
organisations are submitting to such an audit voluntarily, and by doing so, brightening their
image in the public eye.
The areas that are generally covered in the social audit include (a) safety, @) employee wel-
fare, (c) environmental pollution, (d) quality control, and (e) community development.
It may be difficult for an organisation to fulfill all the expectations that society and various
pressure groups have and at the same time fulfill its primary function of running a business at
a reasonable profit. But it is necessary that it should examine its performance against an
exhaustive check list and consider whether any modification in existing policies and proce-
dures is called for. It is this examination which is being referred to as social audit. A social
audit of this nature may be carried out by an outside agency or by an internal social audit
group. Obviously, an outside agency would be able to give a more objective assessment, but
even an internal audit would be useful, if the internal audit team is allowed to function freely.
From this description of the process of social audit, you will be able to appreciate that this is
one of the important methods by which the implementation of ethical standards by an
or~xnisationcan be monitored on a systematic basis.
1 Check Your Progress 5
I Note : i) Answer the following question in the space provided below.

I
ii) Compare your answer with the one given at the end of this Unit.
1) What is the relationship between social audit and the observance of a Code of
Ethics and a Code of Standards ?
Activity 2
Take a recent edition of a magazine. Read the advertisements of products and ser-
vices in the magazine. Locate and write all the tall claims, exaggerations, dubious
phrases, distortions, which could be termed as 'misleading' in the advertisement.
Rewrite or rephrase them to make them more credible and yet impressive. You may
use the format and the space given below for the activity.
Ethics of Public Relations
Sr. No. PhrasesIWriting in New Phrases by you Profcssionalisrn
Advertisement
3.10 LET US SUM 1JP

We havc. in this Unit, d~scussedwily there is a growing concern in all countries, in all societ-
les for mnlntaining ethical standards at professional levels. We have seen how this concern
has expressed itself in the form of the Universal Declaration of Human Rights, which has
been adopted by the United Nations.
LVe have therefore considered the social significance of Public Relations profession and its
vital fi~nctionas a management tdol in a democratic society. As the conscience-keeper of an
organisation, the Public Relations people have to make sure that their own conduct is exem-
plary and conforms to the highest standards to ensure credibility. We examined its role in
society for its informational and persuasive aspects to assess the potential for abuse as well
as the inherent good. It has unlimited scope for development tasks as well as for promoting
understanding and contributing to business, trade, industry, tourism besides creating an in-
formed public.
l i e then turned our attention to the relationship between ethical standards and the develop-
mcnt of professionalism. We saw that in the early stages of the evolution of Public Relations
mnnv people used unethical methods to acheve quicker results which, however: brought some
disrepute lo the profession. Sollle guidelines have been provided to guard against unintcn-
tiol~aldistortions in messages.
i That is why in every profession, the first effort is to develop a set of standards or a code of
P
conduct to promote acceptability.
The Code of Ethics adopted by the International Public Relations Association has been en-
I) dorsed bv all national Public Relations associations, as also the Code of Conduct which, wit11
slight variations, has been adopted in different countries.
hie have also taken up the question of the importance of identifying the interests of an
organisation with the public interest and considered the views of various authorities in the
matter.
\Ve discussed the situation that could arise when the policies of an organisation do not con-
form to the public interest. The role of the Public Relations practitioners in such a situation
has been examined and certain guidelines provided.
Tlre need for a social audit to monitor and evaluate the extent to which the ethical standards
are being observed in dealing by organisations have also been described.
John Marston; The Nature o f Public Relations; New York: McGraw Hill, 1963.
3.12 GLOSSARY
- - - -
Ethics : science of conduct or moral responsibility.

Code : any system of rules and regulations.
Rinancirl : that area of PR which relates to the dissemination of information that
Public affects the understanding of stockholders and investors concerning the
Relations - financial position of the company.
Technologic,al : The view that if something is technically feasible, then it is both
Determinism desirable and bound to be realised in practice.

1) Yes, suppression or distortion of facts can be misleading and result in unfair

manipulation of public opinions.
2) No, gimmicks do not pay in the long run. Bad perhrmailce cannot be counted by
denials or claims.
3) No, these vary with time, place and situation.

4) Yes, you cannot feel all the people all the time.
5) Yes, only then one can do an adequate job.
1) False 2) True 3) False 4) True 5) True
1 ) As for any other profession, certain standards and code of ethics enforced by
professional bodies is necessary to gain public acceptability. In Public Rela- .
tions a code of ethics is even more necessary because the PR practitioner acts
as the conscience keeper of the organisation by advising them to follow socially
desirable practices.
a) Public acceptance for a programme can be gained only if the organisation's poli-
cies do not conflict with public interest.
b) Knowledge of legal aspects of communication, particularly restraints, can en-
sure greater care in preparation of messages especially financial disclosures.
Legal knowledge is also vital in dealing with pressure groups, government regu-
lations, etc. to forestall litigation.
1) Social Audit is the effort to monitor the conduct of the organisation to evaluate
if ethical practices are being followed. Whether carried out by external agency
or internally, social audit can be a useful and effective tool.
UNIT 4 CAREER PROSPECTS OF PUBLIC
RELATIONS
Structure
4.1 Jntroduction
4.2 Changing Public Relations Scenario
4.3 Professional Dimensions of Public Relations

4.4 Public Relationlas a career
4.4.1 Personal Qualities of a Public Relations Person
4.4.2 Educational Background for Public Relations
4.4.3 Professional Traits
4.5 Careers in Public Relations
4.5.1 Public Relations in Industrial Sector
4.5.2 Public Relations in Defence Services
4.5.3 Public Relations in Educational Institutions
4.5.4 Public Relations in Central, State and Local Government Units
4.5.5 Public Relations in Banking
4.5.6 Public Relations in Hospital
4.5.7 Public Relations in Community Welfare Services
4.t, Public Rclations Career for Women
4.7 as a Professioi~alCareer
Public Relations Cou~~selling
4.8 Public Relations Research and Evaluation as a Career
4.9 Let Us Sunl Up

4.11 Glossary
4.12 Check Your Progress : Model A~lswers
4.0 OBJECTIVES
In this unit, we introduce you to the realities of the Public Relations profession. The career
opportunities available, the requisite qualifications and expectations of managements from
the Public Relations department. At the conclusion of study of this Unit, you are expected to
bc able to:
identify thc Public Relations activities, in terms of career opportunities availpble:
describe the professional dimensions of Public Relations alongwith its varied respon-
sibili ties;
state the necessary qualifications and the traits of a good Public Relations officer;
point out thc specific and specialised areas of study for input, knowledge to develop
Public Relatioils skills;
distinguish the purposes, goals and areas of activity involved in Public Relations re-
quirements anlong various institutions e.g. private enterprises, public sector organiza-
tions and voluntAy agencies;
explain the special Public Relations opportunities available for women;
understand the nature of specialised jobs and careers in coimselling and Public Rela-
tions Research; and
Definition, Natu1.e~Ethics and outline the professional trends and career aspects of Public Relations in contemporary
Scope of Public Relations India.
4.1 INTRODUCTION
In the earlier Units of this block we have defined the nature of Public Relations, explained the
concepts of Public Relations and have shown how ethics and professionalisnl are essential to
Public Relatiom. In this Unit, we bring to you some information about job opportunities in
Public Relations as also some aspects of Public Relations as a career.
The growth of Public Relations as a profession in Post-independent India has been phenom-
enal. It has opened up new opportunities not only to the management but also to the students
of communication Public Relations. It is here that these creative skills are practically applied
and tested. A beginner is expected to be familiar with the prospects of his own area of interest
and career growth. Public Relations is an exciting discipline of interactions but also a profes-
sion which jnvolves high expectations and therefore demands matching performance. One's
skills, experience and education are on constant test.
Would you like to be a P.R.O.? In this unit, we shall try to identlfy Public Relations activities
in terms of career opportunities available to you. We shall explore the gamut of professional
Public Relations and its various responsibilities. You will learn what kind of qualifications
and traits would suit a Public Relations Officer. Also we shall touch upon different specialised
areas of study to gain knowledge about developing Public Relations skills.
1
In the next Unit in this Block, we shall discuss how Public Relations can be a catalyst for
developn~ent.This Unit will help you to understand the inlportance of Public Relations activi-
ties in a developing country like India.
4.2 CHANGING PUBLIC RELATIONS SCENARIO

Public Relations has come a long way from the days of 'Public-be-Dammed' to 'The Public-
be-Pleased'. The changing perspective of Public Relations as "management ideal" and "coni-
nlunication concept" has already been discussed in the previous units. We have noted that
Public Relations is slowly responding to the environmental changes in society. The modcrn
age is described as the age of inter-dependence. People's power is the ultimate power. It is
this power in the form of public opinion which determines the role and scope of various
organizations in our society. Institulional subordination to public opinion may be termed as a
radical developmental in this industrialised age. As mentioned earlier, this dependence is
mutual. People depend on institutions for various services. The institutions, in turn, depend
on their public's goodwill for survival. "This mutual inter-dependence among the public and
I
4
the social, economic, scientific, political, education, religious and other types of organiza-
tions, has created a need for constant con~n~unication. This i~ where Public Relations steps is
to establish mutual trust and understanding.
Thus, Public Relations is a relatively new and eniergirlg concept While, lhcre 1s no rigid an6
precise description as to its nature, its scope and need is to be understood from the various
definitions used to explain it. It is rightly descnberl as :I managemeilt f~lnclionin an organiza-
tional' setting.
I
According to Webster 's New Collegiate Dictionan, Public Relati ous is "the business of in- ,
ducing the public to have an understanding for and general good-<\rilllowards a person, firm or
institution". The philosopl~yof modem Public Relnrions is thal ir is "applied communication i
concerned with human relationships". Esscnriall~Public Relatioils is a con~illnnicalionnp- I
proach to establish a better understanding between people and organizations in a dynamic I
society. Modern Public Relations is a scicnlii'ic, rational and profcssiotial concept and phi- !
losophy developed to solve the problcms or organizalions and their liun~anrelational coil-.
flicts. As a profession, it is systeinaticaily pr;rzliced and conducted on sound communica~io
principles and organizational methods. Conszquenll~,education in Public Relations and i:;,
career avenues, h a ~ received
c grcatcr impetus in India.
We examine this in rhc sections tlint follow

Career Prospects of
4.3 PROFESSIONAL DIMENSIONS OF PUBLIC Public Relations
RELATIONS
Thc corltclliporirry world has witnessed the impact of Public Relations on our sociev. It is
increasingly rcnlised thai individual freedom and public opinion are the key factors to social
control. A grcatcr status is assigned to those organizations which reflect the public spirit. "It
is an cm in w11ic11tllc nianagement principles of participation by individuals is on the ascen-
dant oiPcrthe authorii;~rianapproach. Therefore, a Public Relations professional has to :
I ) understand the publics,
2) mediatc and rcspond 10 lhc situations,
Thi. calls for a profess~onalapproach to ~ t functions.

s Whether it is used systematically or
c;l~unlly.pcople havc always recognised the need of Public Relations activity in every sphere
~hrouglloutthe world. "Each li~emberof the public practices the principles of Public Rela-
r~onsI n sccking the acceptance, co-operation, or affectioi~of others". Public Relations pro-
fcss~o~ialsonly practicc it in a morc professional manner.
Profcssionall?, I'ublic Relations has earned a new dignity and status for its members by pro-
moting higher standards in busincss, banking and other institutional sectors. A substantial
body of literature has been built around the discipline of Public Relations. A large number of
Associations of professional (PRSI, PRSA, IPRA, etc.), rigid admission rules, and adminis-
tration of n code of conduct, proniotion of edilcation, training and research (IFPR), profes-
s ~ o ~ lbooks,
al journals, papers, research rcports. public service are the professional charac-
tcr~sticsor nlodern Public Relat~ons.Thus, Public Relations has emerged as one of the prom-
ising, cnterprlsing and challenging ficlds of con~munication,attracting multitudes of talented
and young professionals
-
C'l~eclcYour Progress 1
Note : I) Rcad thc following factual statements given in column 'A'. The column
'B' giveti nlongsidc h:ls a list of phrases which provide the reason or the
basls of tllc stateliiellts given in column A. You are required to match
cacli statement in column A with the relevant phrase in column 'B'
ii) Chcck your ansnrcrsnith the ones given at the end of this Unit.
Column A Cotumn B
I) !T ; I L ~ I \lty I I C C ~ Sskilis a) achieving social control
b) bringing about better undcr-

standing among pcople.
i \:o!I II,:::~~
;1qcnc:cc aced PR personncl c) promoting highcr standards and
status for thc oiganization
i- 1 i\il\~ I ~ I : : I I Ii:>CilCiC.\
~ ofks syccialised d) in framing of effective
coull,sclllr~gscr\,icccj messages
-7 ; l'f< II:\,OI\:CS
COI:>I~~~I~~~G:I~~OI~ e) raising of runds
0) 4 ;?rofcss~onalnppro:lch to PR is f) handling i 11lnc:ltcproblcms
: ~ ! iorg,~i;~/;itions
;I - ? L ~ . \ , I ~ \ lbr
., ,:: s
-
,,c !;r,.G
7:: . r;
.I
b,z,:,.L,!lic
c::::c:ity
,',~:ir~ ~ i i:Ilc
f2,i;,?. i i i).;'!!rc ; I 11:: scq: ef Puhiic F,~l:\tiui;rh~nctions.Natu-
abn~lt\ ~ i : z iI.;i~tiir.i'L;ircci' G PRCI Il:;s. \;!I::{ cla;iliticsand educational
L I I ~ : : 11ccdcd. 1,cl us. I licrcfore, b;-i~f?:,, '"xnnl! I-IC tiicsc prospecls'?
is 1 111tl-linlc
~cl,llloi~s to a prolc~-~ol~~ii;y
emplo:, lllcnt ,I' cq~ldbl~ qualified,
Definition, Nature, Ethics and experienced, talented and competent person. PR field is attracting younger and educated per-
Scope of Public Relations sons by its status and financial rewards. For a novice the job of a PRO either in Government
agency or in a pnvate organization entail perks and privileges apart from hls salary. In India, a
communication graduate may aspire for a career in PR more than in any other vocation in the
line. Government of India and its auxiliary units, public sector enterprises and the State Gov-
ernments provide a good job opening for a professionally competent beginner.
Big, medium and small business organizations in India have PR departments ranging from a
full-fledged department to a one-man directed PR department. Two decades ago, a graduate
would have come across only a few ads for PROs in newspapers. But, now ads for PROs have
become a familiar sight in the Indian newspapers and magazines. In the USA, over 100,000
people are employed in the PR profession, with an accredited membership of 8000 to PRSA.
We do not have reliable census data of PR professionals in our country We may venture to
guess that mzre than a lakh of people are employed in various PR slot, both in prlvate and
public sector organizations. A largc chunk of PR activities have been undertaken by Govern-
. ment of India, particularly through its field network of Departments of Field Publicity, Dlrec-
torate of Advertising and Usual Publicity (DAVP), Song and Drama Division, Press Informa-
tion Bureau (PIB),Research and Reference Division (RRD), Photo Division, Publications
Division, Films Divisions, where job potential is enormous. Most of these jobs are highly
prized andvalued. PRSI, a professional association claims a nlcmbership of over 2000 through
various chapters spread over the country.
Public Relations, which is a spccial philosophy of management in the western countries, has
assumed new roles in the Indian context. Public Relations professionals are being sought
after for the nation-building drive and development. They are expected to interpret the poli-
cies of the Government and harmonise thc Government's actions with the popular sentiments.
Every action of Govcmment and its programmes are to be interpreted to the public from
mundane 'Family Welfare' messages to the inspiring Science literacy canlpaigns. This calls
for a vast reservoir or PR talents. PR is not to be mistaken as an effort for achieving greater
profits. It should also bc seen as service to the public. The outlook of our professionals
should be different from their counterparts in the West. Therefore, a PR professional should
be more empathetic and socially motivated than merely being a competent professional in the
Indian context.
This naturally raises some questions. What are the basic qualities expected? What are the
professional traits especially to be acquired by 'an Indian public relations person? What kind
of education will prepare the person for this stupendous tasks of winning public confidence
and goodwill? Let us analyse these as a first step.
4.4.1 Personal Qualities of a Public Relations Person

A formal degree in PR is merely a stepping stone to this career which involves "engineering
public opinion". Considering that the job involves interaction and effective communication,
it is only natural that there are some prerequisites apart from education ahd training.
There are the personal traits of the candidate which givc the capacity to deal with other people.
These include a genuine interest in people around, a flair for communication, a positive men-
tal make-dp, charisma, motivation and drive, ability to fact challenges, leadership qualities,
alertness and vitality. A candidate possessing these qualities can hope, with prcper education
and training, to go up the professional ladder.
4.4.2 Educational Background for Public Relations

Education in PR, as a formal requirement for PR job is gaining importance throughout the
world. A university degree 'in PR is a rccent developnlent and also an indication of the ad-
vancement of PR as a profession in India. There is no standard guidance or statutory prcscrip-
tion. Though any graduate from the liberal arts. Science or CommerceIManagement is eli-
gible to enter Public Relations in India, it is bctter to have thorough background in social
sciences. Of course, a Bachelor or a Post-graduate Degree in Comn~unication/Journalism,
with a strong dose of PR courses, is.a must to the practitioners of Public Relations.
Yet, any graduate with Diploma in Public Relations (without a formal degree in Journalism
and Communication) is also acceptable.
The Public Relations Society of India also offers a Diploma in Public Relations through its
Indian Foundation for Public Relations Education and Research, in many Indian cities through Career Prospects of
its local chapters, which is the best way to start your professional career. Bharatiya %dya Public Relations
Bhavan's Rajendra Prasad Institute of Communication and Management also offers Post-gradu-
ate Diploma Course in Public Relations through its numerous kendras all over the country.
The Dr. B.R. Ainbedkar Open University, Hyderabad, is running a Bachelor's Degree Course
in PR which has been accepted by many as standard course for a beginner.
It is appropriate to know that the education conunittee of PRSA has listed eight important job
classifications as a part of Public Relations professional activities. These may also be useful
to Indian students as a vocational guidance. These are as follows :
Writing
Editing
Placement (Media Relations)
Pronlotion (of all PR activities)
Speaking (as a spokesman)
Production (of PR Communication messages)
Programming (~ounsellingj
Institutional Advertising.
Finally, the field of PR requires various important elements from many discipl~es,there-
fore, it is advantageous to have an understanding of behavioural sciences.
4.4.3 Professional Traits

As pointed out earlier, it is not the formal education which perfects a student for a career in
PR. That is only a means. Hard work and dedication are important. So also the ability to think
positively, speak clearly and coherently with an objective approach to the public, can take you
far ahead. Besides, the basic PR skills, helshe should be able to develop innovative techniques
of dealing with the relevant publics in the changing and competitive environment. Particu-
larly, Corporate relations, Media relations, Employee relations, Community relations, Com-
municating with Shareholders, Consumers, Customers, Government, Industry, Dealers, Sup-
pliers and other publics each of these require a different and specialised approach altogether.
Each public is different and hence their needs and characteristics are to be thoroughly under-
stood by PR students. As the job of PRO, even a junior level are likely to be part of manage-
ment executive cadre, the demands can be challenging. A PR person is expected to assume a
variety of roles such as a writer, photographers, media specialist, marketing expert, financial
analyst, protocol officer, exhibitor, interviewer, speech maker, publisher, image maker, edi-
tor, pqcl~ologistetc. Thus, besides being an expert communicator, PRO must establish a
comnlunication network togather intelligence - i.e. relevant information on public opinion so
as to counsel the management. Helshe is the spokes person of the organization and, therefore,
must function as a representative of the organization, helping to interpret the policy of the
management to the various publics.
Besides, mastery in public affairs, public opinion, social and public relation research are an
asset to professional advancement. With commitment and diligence, these traits can be mlti-
vated.
Checli Your Progress 2
Note : i) Answer the following questions in the space provided below.
I ii) Compare your answers with the ones provided at the end of this Unit. I
1) Apart from the academic qualifications, what are the personal qualities you thiilk
are important to be an ideal PRO ? List some of them.
Defmition, Nature, Ethics and I ....................................................................................................................................
2) Why.is it helpful for an aspiring PRO to have a background in behavioural sci-
ences in addition to professional training'? Explain briefly.
I
4.5 CAREERS IN PUBLIC RELATIONS

Let us suppose you have developed an interest in pursuing Public Relations as your career.
The question foremost in your mind would be -where can I find employment'?Let us survey
the choices available to us in our country.
Extensive and excellent career opportunities are open for interested graduates in the Corpo-
rate PR sector in India. PR Departments have become an inseparable part of the managcmenl,
and organizational manpower in tl~ousandsof Industrial units, service agencies, educalioilal
institutions, private and public sector banks, business enterprises, Central, State and Local
Governments set-up, hospitals, hotels, w'elfare agencies, Trade Associations, cooperatives.
International Diplomatic Corpos, Armed forces and in every conceivable human organiza-
tions.
It is important to know that the designation may vary in various firmslorganizations. A PR
person may be called 'welfare officer', Communication Executive, industrial relations of-
ficer, information officer, publicity officer, Customer Relations Oficer, Gucst Re1:ltinrrs
Officer and so on, as considered suitable by the organization. The specific tasks 1n;iy \ ar! bl11
the overall responsibility is one of coordination, motivation and persuasion, thror~r:htl~\kclni-
nation of information.
On a smaller scale, PR job openings could be explored in the PR cells or Universll ics. i,abour
Unions, Political Parties, Social Service Agencies, Farm Organizations, Mcdicnl Associa-
tions, Br. Associations, Chambers of Commerce and Industq; pressure groups, lobby, and
countless other firms of all sorts. It is &ficult to enumerate these agencies as no cellsus data
is available.
Moderately big industrial firms have bigger PR Departments with PR personnel strength be-
tween 25 to 100. Juniors are usually assigned with the task of writing, prod!~c!.ion,arid euecu-
tion of various types of corporate PR activities whereas senior PR e?tecctivca func!ion ns
policy-makers and advisers. Salaries are highly rewarding in corporate Pil, as cornpaled to
many equivalent "mass media placements". A beginner will find llre first job in Corparate PR
as a good start. But the experts sound a word of caution. It is better to enter corporate PR
after a stint in the mediate. Otherwise, there is fear of stagnation.
4.5.1 Public Relations in Industrial Sector

Indian industrial scctor, comprising both the private and public sector enterprises, is one of
the most conlpetitive job markets for graduates. Indian industries, considered biggest in Asia.
accounted for 1,98,533 compailies in 1990 incluhng 1,77,761 private and 20,792 public
sector undertakings. Inha ranks 23rd in terms of its stock market with a billing of 23 million
dollars per annunl. The Indian Stock Market is the third largest in the world with 40 million
share-holders. The top 20 Industrial giants in the private sector are : Tatas, BK and A.V. Birla,
Thapar, Bajaj, Ambani, R.P. Goenka, Mallya, G.P. and C.K. Birla, Chhabria, Moliindra, G.M.
Modi, Arvind Mafatlal, Nanda, L.N. and S.K. Birla, Godrej, K.K. Birla, Hinduja, Walchand,
T.V.S.and M.P. Birla.
Indian Oil, Oil and Natural Gas Commission, Hindustan Petroleum, Coal India, Bharat Petro-
leum, BHEL are some of the public sectors industries ranked biggest in Asia and the World
Public Sector Undertakings include all organizational actic [lies fbnded by the Govern~?tent
budget, like Government companies both in Central and State Sectors, Irrigation and Paver
Projects, Railways. Post and Telegraphs, Communications, Ordinance factories, Departmen- Career Prospects of
lo1 undertakings, Banking Insurance, Financial and other services. Indian industries provide Public Relations
enlployment to 11,175,000 people. Corporate Public Relations is a must in these bigger in-
dustrial companies. It is a highly specialised and promising career for a prospective graduate.
A variety of professional PR services are expected from them like improving their relations,
and image in the eyes of public, establishing goodwill with their employees, community, gov-
ernments, ancillaries, share-holders, dealers, customers, etc. Usually, openings are available
at the junior cadre level for PR graduates. Promotional opportunities are also very high in the
private sector undertakings.
With growing consumer awareness movements, many business houses have realised the im-
portance of keeping customers satisfied and have set-up special cells to deal with consumer
complaints and fill the consumer information gap through the use of various media.
Industries like Tourism, hoteliering, airlines are getting increasingly professional in their
approach and offering lucrative career opportunities to PR persons. In their effort to attract
tourists and encourage travel by planning and offering special packages and other incentives,
they necd skilled motivators and persuaders as PR persons. With increasing privatisation of
airliners, and consequent competition, the scope of PR career opportunities have only in-
creased.
4.5.2 Public Relations in Defence Services

The Defence system in India is one of the largest establishments of the world. The various
wngs of defence come under the Defence Ministry such as Air Force, A m y and Navy. These
Defence establishments have maintained PR units for effective information management with
various publics such as officials, soldiers, ex-servicemen, civilian staff, general public con-
tractors, suppliers, etc., It is basically, a guarded PR activity for exclusive defence needs
through its own network. A PR graduate can make an entry through the defence recruitment
cadre for the services.
4.5.3 Public Relations in Educational Institutions

Education is an important aspect of our life. It is being conducted in an organized environ-
ment. Educational institutionsare formal organizations which act as custodians of public knowl-
edge. Educational institutions reflect our social values. They provide not only education to
individual but also supply a steady stream of man-power to socio-economic organizations in
our society. Governments, social leaders, private organizations have recognised the need for
supporting a good educational system for the survival of knowledgeable citizenry.
The Indian Constitution has listed Education as a State subject. Both the State and the Central
Governments have a vested interest in Education as it is their national obligation to prepare
the country for all round progress.
Our Govemn~enthas assumed, naturally, a great responsibility, authority and control over the
educational policies, institutions and other aspects of higher education. Even though there are
several private educational institutions in the country, it is the Government which is directly
involved in educational management in the Indian setting. India has the largest institution-
based educational network in the world. However, education is highly subsidised and is largely
I state-sponsored in India. We have about 5,43,677 primary schools, 1,41,014 Middle schools,
7 1,305 Higher Secondary Schools, 4329 Colleges (general), 876 professional educational
institutions, 198 Universities. Most of these educational institutions have to interact with
various publics such as Governments, Parents, Children, Teachers, Staff, Residents, Civic
I groups, Legislators, etc.. Without their active support, these institutions cannot survive. Be-
sides there are non-fornlal adult education schemes. Literacy drives are being conducted to
tnake the inasses functionally literate. All this needs the services of people who can persuade
and motivate the beneficiaries. PR is most inlportant for educational institutions. Though our
country hopes to achieve 80% literacy by 1995, PR has not become part of the institutions at
lhe Secondary level and below. PR is being conducted at the higher levels by institutions of
higher education. At present PR is being practised merely as press relation in most of our
cducalional centres. There is tremendous job potential. If only our educational institutions
realised the need of public relations and used the professional PR approach, a lit of problems
I :it Ihc campus could be resolved through communication resulting in a better image for the
i 'uni\~crsities.
Definition, Nature, Ethics and 4.5.4 Public Relations in Central, State and Local Government Units
The Government of India is one of the biggest public organizations legally elected and run by
the people for themselves within the constitutional framework. Public administration through
various levels of administrative hierarchy is nothing but an act of PR by the Government.
Perhaps no other organization in the world has ever built and set-up such a large PR network
and communication apparatus as that of Government of India. Both at the Centre and States,
there is a vast multitude of "public servants" manning the bureaucracy, who should necessarily
be PR-oriented. More than 50 per cent of this "officialdom" comes into contact with the
public. This testifies to the government's involvement with the functional aspects of PR. A
prospective PR graduate can explore opportunities in various Governmental wings under dif-
ferent nomenclatures. Thousands of posts of PR specialists are advertised in various Govern-
ment units performing essentially PR functions.
Central, State and Local governments employ around 18.33 million people for a variety of
Governmental services in India. In 1947, Government of India had only 18 ministries but
today it has over 60 large ministries -the biggest establishment anywhere in the world.
With the ~inistry'of~nformation& Broadcasting taking the lead, the Ministry of Agriculture,
Civil Aviation, Commerce, Communication, Defence, Energy, Environment and Forests, Ex-
ternal Affairs, Finance, Food and Civil Supplies, Food Processing Industries, Health and Fam-
ily Welfare, Home Affairs, Human Resource Development, Industry, Labour, Law and Jus-
tice, Parliamentary Affairs, Personnel, Public Grievances, Pensions, Petroleum and Chemi-
cals, Planning, Programme Implementation, Railways, Tourism and Urban Development, Wa-
ter Resources, Welfare, Women and Child Development, Atomic Energy, Electronics, Ocean
Development, Space Technology and the Cabinet Secretariat, Prime Minister's Office. Plan-
ning Commission - provide the biggest job scope for PR graduates. Besides. at state level,
there are FRdepartments and at district levels, are information officers who establish contact
with the people?
Public Opinion iS the foundation of Government of India's PR programs. Since it is a statu-
tory organization, peop'le have a right to know the goings on the government. Secondly, it
must mobilise the public opinion in its favour to take the country forward in the community
of nations. All these together constitute a gigantic task of applied PR for the Government.
Take the Union Ministry of Information and Broadcasting. It has an elaborately structured PR
apparatus to provide specialised PR services to various units of Government. The lnformation
and Broadcasting Ministry has control over a vast empire - All India Radio, Doordarshan
(Broadcast Media), Press Information Bureau, Research and Reference Division, Photo Divi-
sion, Publications Division, Films Division, Central Board of Film Certification, National
Film Development Corporation, Directorate of Film Festivals, National Film Archives of
India, Children's Film Society, Directorate of Field Publicity, Song and Drama Division, Staff
Training Institute (Technical) for Engineers of AIR and Doordarshan, Film and Television
Institute of India and Indian Institute of Mass Communication.
These PR agencies offer centralised services and they are potential career centres of PR job-
seekers in different specialised branches. All the Ministries and their constituent units, pub-
lic sector undertakings also have attached PR units, employing thousands of PR specialists to
cater to their own departmental needs.
The State Governments of India closely resemble the Central Government system and have
their own Ministries of Information, Publicity and PR, operating closely.with the central
system, which offers thousands of jobs in Government Public Relations to prospective candi-
dates.
Most of the states in India have Municipal Corporations for major cities under specific legis-
lative acts. There is provision for a separate PR cell in the system except in the small town
municipalities.
PR in Panchayat Raj, Local Self Government is crucial for a meanigful dialogue between
government and the public. Various government functionaries and extension workers carry
the message of development to the people. A prospective PR graduate can explore the open-
ings in these governmen1 departments for a career.
Career Prospects of
Check Your Progress 3 Public Relations
Note: i) Answer the following questions in the space provided below.
1) State two reasons for PR activity in both the Central and State Governments.
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
.
....................................................................................................................................
2) Whch Ministry provides specialised PR services to the various departments?~
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
3) Name some of the units under Ministry of Information & Broadcasting which
can have scope for PR persons.
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....................................................................................................................................
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i
4.5.5 Public Relations in Banking

There is wide scope for PR in the Banking sector in India. The Banking industry broadly
functions 'as an instrument for promoting economic and social development in a more purpo-
sive manner'. We have about 274 scheduled banks and a 4 non-scheduled banks, out of which
224 (about 90%) are public sector banks. There are 58,417 branches of commercial banks.
About 33,640 of them are located in the rural areas forming a vital link with Indian com-
merce.
Alongside, we also have non-banking Financial Institutions serving Banking Industry such as
the Reserve Bank of India. Life Insurance Corporations, Financial Corporations, NABARD,
Regional Rural Banks, Housing Banks, Industrial Development Bank of India (IDBI), Indus-
trial Reconstruction Bank of India (IRBI), Export and Import Bank of India (EXIM BANK),
Industrial Credit and Investment Corporation (ICICI), Industrial Corporation of India (OFCI),
Small Industries Development Bank of India (SIDBI), Tourism Finance Corporation of India
(TFCI), Credit and Investment Company of India Ltd., (SCICI), State Financial Corporation
(SFC), General Insurance Corporation of India (GIC), Unit Trust of India (UTI), and the Stock
Exchanges in many bigger cities and towns.
Banks are actively involved in a conlpetitive market environment to win their customers, deal-
ers, industrial community. Alnlost all the Banking units have provision for corporate PR de-
partments with a staff ranging between 20 to 100 PR professionals. These banks offer excel-
lent career opportui~itiesfor a beginner with status, perks and rosy promotional chances.
Definition, Nature, Ethics and 4.5.6 Public Relations in Hospitals
Public Relations for Hospitals and Health Organizations is a recent development in India.
Organizational PR has been at work in the medical profession. The ~octor-Patientrelation-
ship is a classic case of PR. There is a greater need for effective PR management to accom-
plish the avowed objects for Government of India. With the newer and revolutionary trend of
patients demanding to be treated as consumers, the need for information and better relation-
ships is even more urgent, making it imperative for hospitals to adopt a professional PR ap-
proach.
"Health for all by 2000'' requires crucial public understanding and citizen participation. The
importance of PR for Hospitals and Health agencies being recognised in view of the emerg-
ing problems resulting from factors like ignorance, over-population, illiteracy, lack of sanita-
tion and remoteness of Indian rural life. We have one of the biggest state sponsored health
care systems comprising 20,53 1 primary health centres. 1,30,390 sub-centres, 5.86 lakhs of
trained Dais, 4.10 lakh Health Guides, 128 Medical Colleges. It is rather unfortunate that the
PR concept is restricted only to big cities. Health and Family Welfare, however, has a well-
structured extension communication wing performing PR functions in almost all the states.
PR graduates with lave for health communicationsand having dedication to social service can
explore avenues for a career in these hospitals and organizations involved in health care.
Visit a business house, a hospital, and a bank nearest to your place of residence and find out
what arrangements they have to respond to complaints/suggestionsby their customers. You
may use the format given below for guidance :
Name of the Institution
Location
Number of staff
Number of clients
Number of visitors per day
Number of Telephone calls
Number of letters per day
Number of complaints per week through :-
i) Personal Visit
ii) Telephones
iii) Letters
Total Number
Nature of complaints
Repetition of complaints : ( )Yes ( ) No
Complaints attended to : in 24 hours -

in 2-3 days -
in over a week -
Number of staff involved in dealing with complaints .
Is there a Suggestion Box available ? ( yes ( No
4.5.7 Public Relations in Community Welfare Services

Community Welfare work in India is both State-sponsored and through non-govenunent vol-
untary efforts. Welfare policies and programmes are clearly defined by the State and the
Constitution. The Ministry of Welfare is incharge of social justice and welfare by supervis-
ing:
Welfare of SCIST's, Religious Minor~ties,Economically Backward Classes, and other
hnckwnrd clasqes .
Work related to Welfare of the disabled (blind, deaf and dumb, etc.). Career Prospects of
Public Relations'
Administration of Wakf Works.
The State-sponsored welfare programmes, through its thousands of welfare agencies and pri-
vate voluntary organisations include women and child development (ICDC's), Nutrition
programmes, early childhood education programme, women's development programmes,
welfare of the disabled, social defence, relief and rehabilitation schemes, Government-con-
trolled welfare departments, hundreds of voluntary agencies, and many international volun-
tary and aided organizations, in specific fields provide good job opportunities for PR person-
nel to provide a two-way channel of communication, to persuade and motivate the public, to
bring about attitudinal change and thus aid the development tasks.
Note : i) Answer the following questions in the space provided.
ii) Compare your answers with the one given at the end of this Unit.
1) Name some important non-banking financial institutions in India.
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....................................................................................................................................
....................................................................................................................................
2) Outliilc the need for PR activity by the banks.
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3) Mention the areas of PR activity in development tasks.
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L ....................................................................................................................................
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-
4.6 PUBLIC RELATIONS CAREER FOR WOMEN

..
-..
Our discussion so far was concerned with PK as profession regardless of gender bias. But, is
Lhcre any gender bias in career opportunities in PR? Happily, PR is one profession where the
fem~nincgender is highly respected and given equal opportunity. However, at present, males
dorn~rlatethe Indian PR scene. But women are also coming to the fore. In the Western coun-
tries, PR is a favourate ficld for women. There are many foursome where women employees
are not preferred for obvious legal and selfish reasons. They are employed mostly for "staff
hnctions". Since 1960's a ~ i d70's, the Indian Corporate sector has opened its doors to the
women work force in a b ~ way
g Government's PR agencies have always legally allowed women
with cqual affirmation. Advertising, inarkcting, sales promotion are sectors which have a spe-
cial appeal for women. Services, Hospitals, Tourism, Industry, cosmetics, textiles, Fashon,
food industries. welcome women PR's esecutirrcs. Nearly 20 per cent of women account for
a PRSI 's membership.
"c'irh the introduction of frec-econoil~icpolicy information, entcrtaininent, computers and
>?l::.r i~cldsI1,it.c given goad opportunities for women PR aspir;~nts.
1 Scope of Public Relations "~NTED - PUBLIC RELATIONS OFFICER FOR A FIVE STAR HOTEL. MUST BE
A GRADUATE WITH DEGREE/DIPLOMA IN PUBLIC RELATIONS/JOURNALISM.
MUST POSSESS EXCELLENT COMMUNICATION SKILLS. LADY CANDIDATES
WELCOME TO APPLY!' I \
Prepare a job application response to this advertisement.
4.7 PUBLIC RELATIONS COUNSELLING AS A

PROFESSIONAL CAREER
PR Counselling is a part of the PR profession. It is basically the functions of an external
agency. The P~counselloris retained to counsel and advice management on policy, financial
and'government relations, opinion research, educational services publication, press relations,
TV,graphics and community relations, J. Walter Thomson, Hill and Knowlton, Young and
Rubican, Satchi and Satchi and Carl Boyer are a few but internationally well-known PR coun-
selling firms. They employ 100 to 300 PR specialists to serve clients through their specialised
PR services in most parts of the globe.
Prominent advertising agencies also provide PR communication counselling services in In-
dia. More than 50 major ad agencies are undertalung PR counselling along with their routine
ad services. Famous Indian ad agencies Mudra, OCM, HTA, Lintas, Blaze, Trikaya, RK Assor
ciates, Clariton have their own PR wings. Roger Pereira's firm and 'Good Relations India' are
the two major PR counselling firms mentioned in professional circles.
These PR counselling firms and ad agencies with PR cells should be good entry-points for
beginners as they welcome freshers to the junior positions. It is relatively easier to get an
entry. Some ad agencies have at least 10 to 15 vacancies for PR jobs whenever they are hired
for a PR event. Opportunities are wide open in this field. A good PR student should have no
problem to making an entry in these firms. The salaries may be initially unattractive but with
experience and service a PR graduate will have no regrets.
4.8 PUBLIC RELATIONS RESEARCH AND EVALUATION AS

A CAREER
PR concept has gained more respectability, of late, mainly due to its empirical approach to
the PR problems and public opinion measurement. Initially, few could foresee public opinion
research as one of the thrust areas of social science theory "stemming from a study of public
opinion process, that should guide a proper and beneficial public relations programme". That
Research and evaluation is an integral unit of the total PR profession does not merit mention.
About 70 per cent of professionals look for PR counselling precisely for its fact-finding,
opinion research services.
Research enable PR professionals to formulate sound policies and win public confidence, PR
professionals use vzriety of research techniques such as Image survey.
Motivation Research, Effectiveness surveys, Content Analysis, Individual Public Surveys, as
part of their interest in PR and Public opinion research. Social audit, basic human relation
research are other key research areas employ sound methods used by social behairioural sci-
entists. As a specialised area, PR research is new development and very few people are com-
petent and experienced. Usually, outside PR counselling and Public Opinion Research Orga-
nizations help the PR department on a contract basis. Now, the trend is towards encouraging
the PR practioners to have good knowledge of PR research methods and techniques. This is
an area which can provide a wide job opportunity not only with publib opinion research firms
and PR counselling firms, but also in the corporate PR units. Post-graduate communication
researchers can easily find a good vocation as PR research specialists. In India, though rela-
tively novel, our PR professionals are slowly becoming sensitive to this development. Agen-
cies like MARG, IMRB, ORG, are some of the well-known Public Opinion Research Organi-
zations.
I Career Prospects of
Check Your Progress 5 Public Relations
Note : i) Answer the following questions in the space provided.
1). Name some Research agencies in India.
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...........................................................................................................................................
...........................................................................................................................................
...........................................................................................................................................
2) State whether the following statement are true or false.
a) Research methods used by PR practioners are different from those used by social
scientists. ( 1
b) Research can help frame sound policies. ( )
c) One can hire the services of research organizations on a contract basis. ( )
d) PR has not much to offer to women canbdates by way of career. ( )
e) Wyadvertising agencies also offer PR counselling services. ( 1
4.9 LET US SUM UP

Public Relations is human philosophy applied to the organizational management functions
with a view to establishing good rapport and achieving mutual benefits. In this Unit we have
attempted to e$lore the professional avenues available for a fresh graduate of PR. Also, we
have discussed how to get an early entry to PR. As a career, we have demonstrated that it is
management staff function, and as such, job avenues are almost limitless. Most PR depart-
ments have become integral to the organizational system. Fresh graduate is advised to have a
good general academic background and a specialisation in Journalism or Communication @ref-
erably Post-graduate degree) with PR as electives. As PR deals with human communication
and interaction, it is advisable to have a good background knowledge in behavioural sciences.
It helps to understand people better.
A degree or diploma in PR is an added advantage to &k an early entry into the PR profession,
Besides, one should.have a flair for profession, empathy, steadfastedness, positive thinking,
information grasping abilities, good communication skills, professional traits, ability to de-
velop innovative PR techniques, good social-psychologicalunderstanding of PR publics.
The organization's employment scenario for PR graduate is promising, especially in Central,
State, and Local government departments. Vast private and public sector industries, defence
services, private and public badang institutions, hospitals, community welfare agencies, vol-
untary service bodies and organized enterprises need trained PR personnel. Women PR
aspirants have a good scope for a caieer in various fields. PR counselling and PR Research
and Evaluation are highly specialised fields, requiring specialisedtraining in behavioural sci-
ences. As a career, PR is rewarding, secure, creative and socially useful and productive pro-
fession. It is more a need-based human service rather than a profession and this is being
gradually realised in our country.
Other factors like growing competition, increasing consumer awareness, a need to project an
image of a responsible corporation, the importance of making employees motivated all -
these have contributed to the status of the profession.

Basu Anil; 1990; Public Relatlo7.~-Problemsand Prospects.
Narasimha Reddy C.V.; 1974; How to Become a Good PRO; Sharada Publications, Hyderabad.
4.11 GLOSSARY
Multi-disciplinary : that involving several disciplines Public Relations counsel -
functioning of a public relations professional independently for
a fee or on a retainer basis for one or more client.
Survey : an analysis of market or state of opinion among a specified group
or groups.

.Check Your Progress 1

1) Good communication skills, positive mental make up, charisma, motivation,
alterness, vitality, leadership quality etc.
2) A knowledge of behavioural sciences helps to provide insight into the expecta-
tions and needs of various publics or the target audience. This in turn can guide
the message design and communication strategies. Therefore, it proves advanta-
geous in achieving mutual understanding with the public.
1) To mobilise public opinion, to disseminate information to the public.

2) The Ministry of Information and Broadcasting.
3) AIR, PIB, Doordarshan, Photo Division, Films Division, Publications Division,
Song a n i ~ r a m ~ivision,
a the various units associated with films, Field Public-
ity etc.
1) IDBI, IRBI, NABARD, ICICI, IFCI, SIDBI, GIC, UTI etc.

2) Bank work in a competitive environment and need to win over customers, indus-
tries, dealers, community, opinion leaders etc.
3) In health sector, PROScan function as extension agents in health education, family
welfare programmes etc. They can work in community welfare organizations -
which may be state sponsored or voluntary organizations, to serve social causes
like welfare of blind, handicapped, tribals and the underprivileged sectihs of
the society.
1) . MARG, IMRB, ORG
2) a) False, b) True, c) True, d) False, e) True
UNIT 5 PUBLIC RELATIONS IN THE
DEVELOPMENT CONTEXT :
CATALYST, PERSUASION AND
MOTIVATION
Structure
5.0 Objectives
5.1 Introduction
5.2 Public Relations as a Catalyst for Change
5.2.1 Environmental Assessment
5.2.2 Bringing the Public together for Mutual Interaction
5.3 Public Relations in Planning and Development
5.3.1 Development Planning
5.3.2 Five Year Plans
5.3.2 People's Participation
5.4 Plan Publicity

Integrated Plan Publicity
5.5 Emergence of Development Public Relations
integrated Rural Development
5.6 Public Relations in Persuasion
5.7 Public Relations and Motivation
5.7.1 Group Motivation
5.7.2 How to Improve Motivation

5.10 Glossary
5.0 OBJECTIVES a
In the earlier units of this Block you have studied definitions, processes, publics in PR, PR
concept, ethical dimensions etc. In this Unit, you will learn about the role of public relations
in the context of development. Public Relations acts as a catalyst for change by making use of
the concepts of motivation and persuasion. On completing of this Unit, you should be able to:
explain the role of PR as a catalyst for change;
describe the significance of environment assessment in PR;
describe the concept of development planning;
state the importance of people's participation in development programmes and how it
can be brought about;
list the channels that may be used for disseminating publicity for development plans;
explain the role of PR in development context;
understand the interplay of various factors involved in effective persuasion; and
describe the concept of motivation and how PR can help to motivate individuals and
groups for achieving developmental goals.
Defmition, Nature, Ethics and
-
Scope of Public Relations 5.1 INTRODUCTION
In the previous unit, we discussed the prospect of employment in Public Relations for the
young and qualified persons. We have seen that in the government, non-government.and in-
dustries, a lot of opportunities are waiting to be picked up by the new generation of PROS. In
this Unit, we will examine the scope of PR efforts in persuasion and motivation and the use of
persuasive techniques in bringing about the process of change and development.
This being the last Unit in t h s block, we shall proceed to the next new block i.e. Block 11. We
shall discuss various principles of PR and their implications in various areas of functioning.
5.2 PUBLIC RELATIONS AS A CATALYST FOR CHANGE

In order to help you understand the role of public relations as a catalyst for change, it is
advisable that you have a clear idea of the concept of public relations. You have already stud-
ied some definition of public relations in the earlier units. But you must also examine some
definitions that explain the role of Public Relations as a catalyst for change.
Edward L. Bernyas, a doyen of American Public Relations, defines Public Relations "as the
- attempt by information, persuasion and adjustment to engineer public support for an activity,
cause, movement or institution." We would like to describe public relations as "management
of relations and understanding between an organisation and internal and external publics to
promote the corporate goals, ideas, actions, services or products."
Public Relations is an umbrella term applied to suit to the communication needs of different
organisations. It offers several versions, such as :
Public Relations helps an organisation and its publics to adapt mutually to each other.
Public Relations is an organisation's effort to win the cooperation of the customers.
Public Relations helps the various organisations to interact and communicate with their
key publics.
Public Relations helps organisations to anticipate signs of change and apply corrective
measures constructively.
Public relations makes an analysis of the people's reaction, and keeps the organisations
informed with feedback and information.
Judged from these definitions, public relations serves as a two-way link between an
organisation and the public, not only for informing the public about the policies and
programmes of the orqanisation but also for keeping the organisation in turn informed of the
pulse for the public. This undoubtedly creates the right environment and harmonious relations
between the organisations and their respective publics. This is a prerequisite for an organisation
to develop and thrive in a society because no institution can develop in a hostile environment.
So, we would be justified in granting that PR plays a vital role in development by creating the
right environment.
Public relations, even in the context of national development, plays a vital role between the
administrative machnery for development and the beneficiaries of the development schemes.
Its role lies not only in creating awareness about development programmes but also in making
the beneficiaries partners in the implementation of the programme.
Let us now discuss how public relations plays the role of a catalyst for change. Before you
reorient somebody towards the desired objective or goal, those whom you want to change,
must be supplied with full information and thorough knowledge of the issue. This role is
performed by public relations in various ways. There are five steps to t h s chain :
1) Information
2) Education
3) Motivation
4) Pafticipation
5) Change Public Relations in the
Development Context :
All these roles are played by public relations in bringing about a change in the outlook of Catalyst, Persuasion and
people towards development. The concept of public relations as a catalyst for change in the Motivation
developmental context has passed through different steps in India as Five Year Plan Publicity,
Integrated Plan Publicity, Development Communication, Development Broadcasting, Devel-
opment Journalism, etc. We have now reached a stage at which the concept of Development
Public Relations has emerged as a catalyst for socio-economic development in the Third
World countries.
5.2.1 Environmental Assessment

Any organisation, be it the government, the public sector or the private sector, has to function
in tune with the prevailing socio-economic environment of the country. The changing trends
are monitored through a process by public relations, called environmental assessment. This
has two major aspects : (a) scanning of environment, and 0) monitoring. Scanning involves an
examination of the social/economic/political conditions in the society within which the
organisation fimctions. This is done to identlfy events that may signal the beginning of sig-
nificant trends that may affect the organisation. Monitoring involves communicating the de-
velopment of such trends which are significant to organisational planning.
According to E.W. Brody, the author of Public Relations : Programming and Production.
"Environmental assessment fulfills multiple roles in public relations practice. As an ongoing
process, it provides practitioners with continuing insights into individuals, organisations and
the environments in which they function. Such information is central to the strategic planning
process on which public relations programme is based."
The environmental assessment process is designed to identlfjr and monitor emerging issues
or trends that ultimately create problems or opportunities for the organisation. These issues
are identified through scanning, and tracked by monitoring. Environmental assessment tech-
niques in public relations practice include :
a) Interaction with the publics and opinion leaders,

b) Media monitoring,
c) Organisational monitoring,
d) Continuing education.
Therefore, public relations as an art of dealing with public has to be sensitive to the environ-
ment. This is inore significant much more in the developmental context, as our process of
planning usually top-down communication. Instead of this approach, one must focus on fac-
tors that can make development projects more relevant to the needs of the beneficiaries. In
other words, it should be a bottom-up approach which is a two-way communication. Environ-
mental assessment gives a clear picture of the grassroots situation, which would go a long
way towards designing suitable plans appropriate to the needs of the public.
5.2.2 Bringing the Public together for Mutual Interaction

Bringing the publics together for mutual interaction and benefit is the major responsibility of
Public Relations. The success of any organisation is basically linked with the interest of the
chief four types of public :
The top management;
The employees;
The customers; and
The community at large, including the opinion leders.
In fact, these groups constitute the four strong pillars on whch an organisation rests firmly. A
successful organisation is one which provides a forum to bring these publics together for
regular mutual interaction and benefit. Such a forum will enable the different categories of
publics to understand each others problems, which, in turn, helps in the smooth running of the
organlsation.But, managements tend to implement communicationprogrammes for each group
Defmition, Nature, Ethics and of these publics independently through internaI communication with the customers. In the
Scope of Public Relations Indian setting, it is rarely that an integrated approach is made to bring these four groups on a
single platform for mutual exchange of views. This has great advantages for it helps to reduce
of eliminate the distrust and suspicion among these groups because of their conflicting inter-
est. A common forum and open communication paves way for mutual understanding. Simi-
larly in development tasks, the bringing together of beneficiaries, policy makers, planners
administrative machinery communicators helps in proper formulation and smooth implemen-
tation of the programme.
Note : i) Answer the.following questions briefly in the ;pace provided.
ii) You may compare your answers with those given at the end of this Unit.
I ) How does a Public Relations Practitioner serve as a catalyst for change ?
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
2) Why is environmental assessment important to Public Relations?
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
PUBLIC RELATIONS IN PLANNING AND

DEVELOPMENT
Planning means drawing up of an action programme to accomplish a task. Planning is a pre-
requisite for any development tasks. A continuous process of formulating, reformulating and
implementing a set of related goals, plans, programmes, activities and tasks for realising the
selected objectives in a prescribed time schedule is called planning. All major projects and
economic development schemes in our country are the result of planning.
5.3.1 Development Planning

Different authors have defined "development" in different ways although the substance of
these definitions are the same. Let us first examine what the term "development" means.
It is now recopsed that development is a multi-dimensional process, in which the non-eco-
nomic dimensions are as important as the economic dimensions. Therefore, 'development'
entails the simultaneous achievement of a number of objectives, such as growth and equity.
Social groups that were previously passive now insist on participatiiig actively in the develop-
ment process, and sharing equitably in the fruits of productivity. Privileged groups, on the
other hand, are not too keen to share the power they have previously monopolised with their
fellow citizens.
Development, therefore, is a process, the goals of which are to realise the total human poten-
tial. Its success hinges upon the satisfaction of these goals.
Rogers defines it as 'a widely participatory process of directed social change in a society,
inteuded to bring about both social a l ~ dmaterial adtailcement for the majority of the people
through their gaining greater control over their environment. '
Development is a planncd integrative process that first came into practice in the 1920s in the
Soviet Un~c~n.
111 tlic rJnlted Stated, planning bccainc a noiinal pract~ccfor bjg corporat~ons.
However. rts governnlent st111prefers the term policy for what is in fact veIy similar to what is Public Relations in the
called planmng. Development Context :
Catalyst, Persuasion and
.'Development Planning" 1s the scientific discipline that studies the mechanisms of Motivation
rnohilisaiion arid re-aliocation of resources in a developing count~ywith a view of optimal
.,:-::lnnl~.,:t :ncr 9ursuancc of global process of change lending to a self-reliant, self centered,
.. ,iL-~,? d": ~i~'pl?lellt
!i,?~l;.Li'.,td >iia[dil~~d
q s i t is, ruilaj ~ r l c ~fj ~rhc uridcrrict eloped nations have established planning machine~yand
have produced plans for economic dcvelopnierd, The plans may diiTer sharply in character and
ilr quality. Some o f them have been built on a sdid fixtual foundation; others have been put
together with figurcs picked out of Ihi: alr. The targets set in some plans may be modest; in
oiilers, ambitioi~: oat T C ~ : ~ S L I Ckvhi~c
. still 3 i h ~ may
r ~ bc simply beyond reach. Some planners
have adoptcd :hi: Ciltci!:: of c f ' f i ~ i c l ~toc ~gos ern thz cllocation of development resources,
and have appilcd i i l ~ cr~lcria ~i rn thc evaluiii~oiior'prsjc~tapplications and in the establish-
rnent of prioiitics. Oiilcis h v c ;id;)>ii~li l i ~;a\:cr;iir~g criteria; still others have conducted
little in thu i\i;ly oi' project evrilucr~i~iii. i n r;oit~zcases. t l ~ : provisions of development plans
l [ i ~ \ . ~ :been systematically incorporated :n the governmenr budget, but in others they have been
ig~ioredby the budgeling :iuthoritiss. Sotlit: plans llavz been put into effect, in greater or lesser
I
par^. Othcrs have remained on paper.
Generally, development plans are drawn up for three differing durations

@ There is a long-term plan. running to as long as two decades. This sets forth in broad
i terms the intended direction, pattern and rate of development, and explains the strategy
I by which it is to be achieved.
@ Next. is the medium-term plan, covering approximately five years the kind adopted by
our policy makers. It details the development effort in a way that is consistent with the
design of thc long-term plan.
I @ fin all^ there are short-term annual plans, which contain the part that is to be under-
taken in each fiscal year.
5.3.2 Five Year Plans

You most be I'anliliar with some details about the Indian Five-Year Plans. The ongoing Eight
Five Year Plan was embarked on with an aim "to consolidate the impressive gains of the past,
addrcss tr;~dition:jicollceri~swith a renewed sense of vigour, take the nation to new heights of
econolnic achievenient, and to reach the fruits of development to all people, especially the
deprived. the weak and the iinder-privileged. The plan envisages a total investment of
Rs. 3.98,000 crores, of which the public sector outlay is estimated at Rs. 4,38,100 crores.
The share of the public sector ill\restrnent is around 45% of the total plan outlay. An interest-
ing fcatrire of thc plan is, thai for tlic first timc in thc history of planning in India, the private
sector has been assig~ieda luyor sharc i l l ' Rc 45il.000 crorcs higher than the public sector
outlay. Tlrc ~;\ciallgrowth :.n!c 01' ihr: glil.::, doli;shilc product (GDP) is targeted at 5-6 per
cent per ;car.
5.3.3 People's Participation

t
Newer approaches lo d e ~ e l o p m ~in
n t de'\,ciopilig countries are increas~liglvdeparting from
the earlier approaches of top-down comruunication. They arc now eilcouraging people's par-
ticipation in the devclopmcnr proccss. This is done through use of mass media. interpersonal
and group communication as ~ ~ cthrough
ll use of folklindigenous media.
The Five Year Plans and ~ h development
c projects, which are aimed at the overall devciop-
ment of the pcoplc. call be s~~ccessful onlv when the beneficiaries concerned are aware of
such schcnles. and lllake use of them for their economic betterment. Therefore. pcople's
cooperation and pcople's participation, both in the stage of formulation and implementation
of planned development programmes, are of high importance. Every Five Year Plans has
emphasised the need for people's participation in the developmental process as partners in
! progress Such lranicipaiioll car1 be ei~stiscdo a l \ nhernlle people ale involved in ,he proccss.
i
;:; :':c case c!' :::;rli.ullurni devclopnie~ri,the ;;\;'i~i;:r- 5j10111J L',: I . :.i.- ;)arl~iipalltsto adopt
I!uprc. i.0 ;!r:!c;I !CCS ~vilnu~~dcrstaildi~~g and kl:ii.~q.:{,gc. Here, r.,.::;-cl;
. "-.. :.C GL- .i~;iiof~li:~tion.
L L * ~:
li';:l?s~.ill:.::..,..:;o:>on t l ~ plan
c scl~emesis ilisse:n~n:~taJwidel). i!~;: :,:cli-tT .i :'riireI:CsS about
Definition, Nature, Ethics and such schemes cannot be created. The amount of information made available and the spread of
Scope of Public Relations its dissemination are key factors in the development process. Do you agree ?
It has been said that the eradication of "information poverty" is a pre-requisite for the eradi-
cation of economic poverty. This means that for economic de+elopment the eradication of
infymation poverty is necessary. In fact, information and development should go hand-in-
hand. The question naturally arises - who will do it ? As in the case of economic develop-
ment, there should be an agency to handle and dissemination of information too. This job is
entrusted to the Information and Public Relations Agency. Removal of information poverty
through various media of communication is the prime concern of the information and public
relations agencies. Thus emerges the role of infomution and public relations agencies in
reaching feedback infurmation from the grass-roots to the planners for effective decision-
making.
Each Five Year Plans and in its objectives clearly highlights two important aspects, namely,
providing the plan information and seeking the people's cooperation. The First Five Year Plan
'
document said, "A wide-spread understanding of the plan is an essential stage in its fulfill-
ment". While underscoring the people's participation, the plan document stated. "The plan has
to be carried into every home in the language and symbols of the people, and expressed in
terms of their common needs and problems." In the Third Five Year Plan it was made clear
that "sincere efforts should be made to involve people in the process of development". Men-
tion may also be made of the Seventh Five Year Plan, in which prominence was given to the
role of information services. "The major thrust of the plan relating to mass media will be to
raise the level of people's consciousness and enrich their cultural and social life to make
them better informed citizens ................... stepping up the pace of development programmes
and sensitise the people towards national and international events of importance. The media
will act as a vehicle of education and extension to narrow information gaps faced by the people
from different walks of life".
If you study the Eight, Five Year Plan, one of its objectives relates to the role df 'Public
Relations in Planning, and It reads; "To make pkople's participation in the formulation and
implementation of plans, through Panchayats in rural areas and popularly elected municipal
bodies in urban areas. The idea is to involve people and democratic bodies from the grass-
roots level, both in the formulation and implementation of plan schemes". True participation
should facilitate conscientisationwhich is possible only in the communication education that
is receiver centered. The above can enable the disadvantaged to perceive their needs, define
their priorities, identify constraining factors, and seek solutions.
I Note : i) State whether or not you agree with the following statements.
I
I ii) Give reasons for your answers.
I
iii) Compare your answers with the ones given at end of t h s Unit.
iv) Use the space given below for your answers.
1) Development is a multi-dimensional process.
2) Information dissemination is a key factor in development process.

Public Relations in the
3) People's participation is necessary for the success of five year plans.
I Development Context :
Motivation
C 5.4 PLAN PUBLICITY

t The concept of "Plan Publicity" was evolved during the First Five Year Plan, as a measure not
1 only to disseminate plan information but also to generate people's cooperation and their par-
ticipation. The term 'Plan Publicity' is something much wider than mere publicity for the
development projects and the Five Year Plans. It has to touch the emotions of the people. As
the plan comprehends the entire life of the community through its effective implementation,
it needs a unified national outlook, calling for considerable discipline and sacrifice on the
part of the people. The objective of plan publicity is not only mass enlightenment but also the
creation of an emotional urge for development, in the minds of the people. It should inculcate
a broad understanding of good citizenship, and enhance the desire for a feelling of self-help
amongst people. The feeling should be positive and responsive so that the public cooperation
becomes a self-generating force in accelerating the national constructive activity.
Integrated Plan Publicity

As a part of the Five Year Plans, an integrated plan publicity programme was involved incorpo-
rating the publicity schemes of the Five Year Plans for various media units of the Government
of India and the same was implemented. Ever since the scheme was inaugurated in 1953, the
All India Radio, Directorate of Advertising and =sual Publicity, Fbblications Division, Press
Information Bureau, Photo Division, Song and Drama Division, and the Films Division have
designed special plan publicity schemes to create awareness among the people about the Five
Year Plans. Similarly, the state Information and Public Relations Department have created
plan publicity cells in their respective departments to give a boost to the plan schemes. Yojna,
a fortnightly Publication of the Publication Division in English, Hindi and other regional
languages is devoted to planning and development.Kurukshetrais yet another similar monthly
magazine, in English and Hindi. In addition, the Directorate of Field Publicity Ministry of
Information and Broadcasting, carries the message of planning to the doorsteps of people in
rural India. The Song and Drama Division using traditional folk media has played a great part
in creating awareness among the rural folks with useful information like how to get a bank
loan, use of contraceptives etc.
Thus all these coordinated efforts, made by different media units and by the State Govern-
ments aim at creating plan awareness and making the people "partners in progress". That is the
key objective of the Integrated Plan Publicity with a multi-media approach.
Note : i) Answer the following question in the space provided below.
ii) Compare your answer with the one given at the end of this unit.
1) How is publicity achieved for the five year plans?
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....................................................................................................................................
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...................................................................................................................................
Scope of Public Relations 5.5 EMERGENCE OF DEVELOPMENT PIJBLIC
RELATIONS
The term 'publicity" itself changed to 'Pl~blicRelations' as i t \\.as realised tha! onc way conl-
nlunication and dissemination of lnfornlatioli alonc co11ld nol bring a b o ~ dc\:clopmcnt.
~t Tlic
plan publicity schemes were lnergcd inlo the ~ ~ o r nP~inctioning
~al of the 11lcdiaunits and the
State Information and Public Relations Departnicnts. Thc information and publicih aspccts
of planning and de\lclopme~itscllcnies have now bccome part of the:
respective media unlts in the Central Governnlcnt
the State Infornlat~onand P L I ~ )Relations
~IC Dcp I r t I l j ( > r l l \ In thc St,~!i:CA,, L I nmcnts, and
i
the Public Relations Cclls of thc rcspcctnc ~ u b l i ceclol
~- cnterprtses.
You must be familiar with thc tcrm 'De\,clopt~~crr! This refcrs to the use of
C~:~~~II~II~IIIC;!!~OI~'
communication to facilizatc d c v c l o p ~ ~ icitlicr
c ~ ~ t i.1 n :;\:ni;:al V : I through
~ cstcnsio~lworkers
or by using of mass media for grcatcr cxposurc ol' 1ucss:i;cS lic~,eli~pnlcnt project such ;is
population control. This is also rclkrrcd to as Dc5it!:)prnro! Sul)l)ort Communication.
Whether one calls it plan publicity or dcvclop~nelitco~uniuniciilio~l, 11 is only a public rel:i-
tions support for developn~entyrogr:ilnlncs bcing hnndlcd bj the information workers and
public relations agencies in Indi;? for t ! i i : purpose of crcating alvarcncss anlong thc peoplc on
planning and development programmes. Thus public relations as ;I two-\\.a\, conlmunication
process has a vital role to play in the planning and development of our co~~ntry. However, thc
task does not end with informing. The most important problcnl to bc tackled by these agen-
cies is the change to be brought about in thc attitude ofthc pcoplc by crcating :Ilvarcllcss about
the possibility of n better q~ialityof life. It is total Iri~nsfo~ni;itio~~ of rlic !;nditional society
into a well-developed, hlly advanced socicty wherc tlierc \vould bc :r good living standard for
eveq one and where life mo111dbe free from poverty. ~~~~c~nplo>rtrcrii ;ind ig,nor;lncc. Pnblir
Relations has to shouldcr Illis stupcndoiis task to bring about lhi. rcqrii!,.?tl;i;~nsEormalionin
the socicty. Public Relations here acts as a catalyst for changc
Development Public Relations facilitates thc proccss 01' socio-ccor~omicdcrclopmen!. It
embraces number of hnctions in the developing co~lntricstowards tllc path 01niodcrnisation
and industrialisation. In fact, development Public Relations is the cfrort of inhrmation and
Public Relations agency to create better awarclicss alnong the people ahout planning and de-
velopment schemes through a process of two-\\lay conmlunicatio~~ to seck people's participa-
tion in the economic development process.
Integrated Rural U e v e l i ~ q ~ r a ~ r , '

Herc is an example how Public R e i a t ~ o ~may
~ r bring about socio-economic c1i:inge In society
through the Integrated Rural Devclopmcn( Programme (IKDP).
The IRDP is abeneficiary oriented progl;llnnic intc~ltlcdto benclit tlie ~.rrrnlfamllics with all
annual income of Rs. 64001- or less to cross thc poverty linc. 'The target group consists of
small and marginal farmers, agricultural labourcrs. and rural artisans. T l ~ cprogsain!irc:s ar~c
implemented through District Rural Developnlelrt Agencies (DRDA) at thc districl Icnrcl. Activc
participation ofthe local people in the ilnplenlcntation of the progr;immc s!:irts cilh ~ l i :ISSO- c
ciations of the entire village community with the procedure for idcn:ificaiion oS tllc bencil-
ciaries. In addition, the prominen! volu~itaryaction groups and bodics cngagcti i11 ocio-cco-
noniic activities with the objective of rural upliftment :?I-r : ) l r ~ :izi:~.-t:l!
' assi:oi:,tcd \\it11 thc
Frogramme. Thc Del-elopn~cntof TVomcn and Childrc~iin 9:!r:;! Ar?;~s(DWCRA) is a sub-
scheme bE (IRDP) with the primary objcclive of rocnssing ;ii:.ii:iii;:: on wonien members of
the rural families below ihe poverty line, and to providc thern \ s , l t l l opportunities of self-
employment on a substained basis. The need alose f ~ arspecial prdgranlmc designed csclu-
sively for the women mcmbers of thc IRDP fanlilies becausc the? wcre not arxiling of the
benefits of that programme in adcquate measurc. The target grorlp for !7 WRCA is i i saliie ~ as
for IRDP. Both IRDP and DWRCA are good exan~plcsof developn~cntscl~c~ncs iiinicd :it the
upliflment of the poorest of the poor in rural India.
In ordcr to seek people's participation in these two developlncnt schemes IPDP and DLVRCJA,
efforts are being made to disscnlinate information to tlie bcneficiariL>sand the local public
about the programme. Beneficiaries must be made awarc of thcir c..: :! risponsibilities in ~uak-
; n m the nmiprtr c n n r r e p A G n ~ l l r ;T h o ;nfnmlr,tinn.-n..rl ha t n t - t l .. ,...--
: ;, . l . , ~ $ . -
.,.7,-...n.-e 4-
tions like - what is the programme ? What is its duration ? Who is eligible ? How is it Public Relations in the
beneficial ? What should be done to avail of it ? Whom to approach ? etc. When required, Development Context :
special motivation camps are also be held to satisfy all queries and resolve any doubts in the and
Motivation
minds of the beneficiaries.
Now, who does this job of disseminating information ? Which agency should be charged with
this responsibility ? The answer is unambiguous. The services of the State Information and
Public Relations Departn1ents.are utilised to provide publicity to these schemes. The various
mass media and traditional media are also used by DRDA. The film, the cinema, public meet-
ings, group discussions, photo exhibitions showing achievements of the programme, narral-
ing the success stories of the beneficiaries are used. In addition, the officials of the DRDA
are involved in motivating beneficiaries through personal contact or indirectly through vil-
lage panchayats. In the house-to-house survey being conducted for the identification of ben-
eficiaries, the DRDA creates awareness of the programme through oral media and opinlon
leaders. All these efforts are aimed at generating the awareness, education and motivation of
the beneficiaries to make use of the rural developn~entschemes, and these come under the
concept know as PR support for development. .
Note : i) Fill in the blanks of the sentences below.
I ) Public Relations acts as a for change.
2 ) Development PR aims at creating among people about de-
velopment schemes and seeks in the development pro-
cess.
3 ) The target group for DWCRA are
4) is a beneficiary oriented programme for rural fami-

lies.
5) Information and Publicity aspects of development schemes are carried out by

-7 ------, --
5.6 PUBLIC RELATIONS IN PERSUASION

- - -- -- -
Winston Bremback and William Howell, two communication experts, have described persua-
sion as "comn~unicationto influence choices". Another description is "any communication,
intended or not, that causes a change in a receiver's attitude, belief or action". It is "a process
that changes attitudes, beliefs, opinion or behaviours".
Persuasion as an aid to PR is usually defined as a communicative process, the purpose of
which "is to influence". A persuasive message has a point of view or a desired behaviour for
the recipient to adopt in a voluntary fashion. Victoria 0' Nuing. The interactive process in-
volves a sender and a receiver are linked by symbols, verbal and non-verbal, through which the
persuader attempts to influence the persuadee to adopt a change in a given attitude or behaviour
because the persuadee has had perceptions enlarged or changed.
Transactional co~simunicationleads to effective persuasion. This is a two way process of per-
suasion where the target group and the development worker talk to overcome differences and
arrive at an agreement. People respond to persuasion that promises to help that in some way
by satisfying a want or need. That is why the persuader must think in terms of the persuadee's
needs. Persuasion is a reciprocal process in which both parties are dependent upon one an-
other.
Frank Jefkins, a renowned British author explains the role of public relations through an in-
formation transfer process mode as follows :
HOSTILITY b- SYMPATHY
PARETIJDICE #- ACCEPTANCE :
APATHY INTEREST
IGNORANCE +- W OWLEDGE
Public Relations, therefore, endeavours in changing the attitudes of the people for the better
both by understanding and prevailing human climate and creating mutual understanding be-
tween an organisation and its publics. In the process, the negative feelings and criticism of the
organisation are changed into positive feelings. This type of public relations tactics can also
be applied to the developmentprocess in changing the attitudes of the people towards progress.
Therefore, the strategy of persuasion is used by public relations, both in internal and external
communications, because their objectives is to inform, educate, motivate and change the atti-
tudes of people. Persuasion is used to :
change or neutralise hostile opinions;
f
crystallise latent opinions and positive attitudes; and

promote favourable public opinions.
The most difficult persuasion task is to turn hostile opinions into sympathetic ones. In case of
development, people in India are tradition-bound, and they hold conservative views. It is a
difficult task for a PR practitioner, involved in development projects, to change those rooted
in traditional thinlung. Therefore, the development messages should be designed in such a
way that they are compatible with people's general disposition about a subject. The easiest
form of persuasion is communication that is reinforced with services and actions. Without
promised action, the source loses his credibility e.g. a drive to promote female education
should be concomitant with the setting up of a schooUeducational facility. Otherwise, it is
meaningless. A number of factors are involved in persuasive communication, and the PR prac-
titioner should be aware of them. These include :
Audience analysis.
Source credibility.
Appeal to self-interest.
Clarity of message.
Timing and context.
Audience participation.
Content and structure of messages.
Persuasive speaking.
Audience Analysis :
Any development message is intended for the people and should be related to the specific
audience. The audiences' profile is to be analysed, taking into consideration their age, educa-
tion, socio-economic background, etc.
Source Credibility :
The source should be trustworthy or an expert in the eyes of the receiver. A message is more
believable to the intended audience if the source is perceived as credible by the audience.
This explains the use of local opinion leaders and seeking of their help and cooperationby any
extend source particularly for diffusion of innovation. Involving of village dais for family ,
welfare programmes or the progressive farmer for adoption of scientific agricultural prac-
tices explains the success of a crehble source In case of the development process, the mes-
sages should be accompanied by actions or imolementation of the scheme. Mere announce-
ment of the development scheme by a source will not create credibility unless it is imple-
mented, and benefits accrue to the people.
Appeal to Self-Interest :
Self-interest is an important factor in receiving messages; people get involved in issues and
pay attention to messages when we appeal to their economic needs. The public relations per-
I son, when structuring an angle for a message, must think Rrst and foremost about the nature Public Relations in the
of the audience and what it wants to know. Where policy makers neglect understanding the Development Context :
Catalyst, Persuasion
Motivation
and
priorities and the environment of the beneficiaries, the programme cannot be a success.
Clarity of Message :
Many messages fail because the audience find the message unnecessarily complex in content
or words. The most persuasive messages are expressed in simple term, and contain only one
primary idea Public Relations personnel should always ask two questions. What do I want the
audience to do with the message ? Will the audience understand the message ? Comprehen-. ,
sion of development messages by the user-receiver is a prerequisite for proper decision mak-
ing by the receiver. Therefore, greater attention to message development is called for to in-
crease its fidelity amo.ng the intended beneficiaries.
Timing and Context :
A message is more persuasive if environmental factors support the message. A message re-
lating to the introduction of high-yieldingvarieties of paddy should be conveyed and timed in
the context of the agricultural season and the needs of the farmers. Context is also to be
viewed for priorities. One cannot hope to succeed for a literacy campaign in a community of
people whose bellies are empty and starvation is rampant.
I Audience Participation:
A change in attitude or reinforcement of beliefs is enhanced by audience involvement and
participation. The newer approach is not to treat the beneficiaries as passive adopters but to
mobilise, organise to train them to participate effectively with the experts and authorities so
that knowledge is shared rather than passed down one-way. In the final analysis, one must see
that the audience participate in socio-economic programmes.
1
I
Content and Structure of Messages :
A number of techniques can make a message more purposeful. Expert communicators use a
number of devices including (1) drama (2) statistics (3) examples (4) testimonials (5) mass
media endorsement, and (6) emotional appeals. A judicious combination of necessary ele-
ments, suitable to the channel of communication, a logical order in presentation of argument
targets with skill expertise and experience contribute to production of effective messages.
I Persuasive Speaking :
Persuasive speeches give all sides as well as clear understanding of the issue. Speaking should
be based on reasoning and empathy. Communication scholars now argue for interactive com-
munication emphasising on knowledge sharing as between equals rather than top down flow
and highly prescriptive teaching
( Activity 1 1
You would have been exposed to countless messages on family planning ove; TV,
Radio, Print and Posters. Study and analyse at least five such messages for its per-
suasive quality.
--
5.7 PUBLIC RELATIONS AND MOTNATION

If the objectives of PR is to create cordial relations between an organisation and its publics,
motivation forms the key link in influencing the attitudes of either individual publics or insti-
tutional publics. Behind every action of an individual, there is a motive. Motivation, there-
fore, plays a vital role in the art of public relations. The theoj of motivation is based on
certain words, "want." "wish or "desire", in order to fulfil the wants or desires, individuals act
to reach certain objectives. Motivation is the 'drive' that makes people behave or act in a
Defiition, Nature, Ethics and The major purpose of the public relations practitioner is to have message received, properly I
Scope of Public Relations understood and appropriately acted upon. This can be said to be the prime motive behind
conveying the message whether it is messages of development or otherwise. The message
must have the right 'drive' or appeal built into it. The receiver of such a message will respond
according to the factor that motivates the person, generally in the context of the communica-
tion and the best experience of the sender. A lot depends on the credibility of the source also.
If the goodwill has been established between the organisation and the publics, the motivation
of the receiver, which helps to determine the response, will be different from where no such
rapport has been built. WKy do people respond; pond differently to the same stimulus -be it
pressure or persuasion ? What is it that motivates a farmer to try newer methods of cultiva-
tion; the traditional; an illiterate peasant girl to attend literacy class; an urban woman to un-
dergo check up for cancer; or an employee to increase the work output ? The PR practitioner
has to consider the source of motivation whch springs from the underlying social and cul-
tural values of an individual.
Dr. Abraham Maslow who did considerable research in motivation evolved a concept which
came to be known as Meslton's Hierarchy of Needs. According to him, the source of these
needs are stronger and must be fulfilled first before the others. Therefore, in order to moti-
vate a person helshe must be helped to advance up in the Hierarchy of Needs. However, these
needs levels are overlapping and higher needs levels emerge before the lower needs are fully
satisfied. In order to motivate a person, it is considered necessary to investigate factors that
will incite him (incentives) and factors that will inhibit action (disincentives).
*3 -
Research has shown that it is not financial incentives alone, but also non-financial incentives
e.g. prestige, recognition, sense of achievement, working environment etc. That can be pow-
erful motivators that management takes into consideration in dealing with situations e.g. ab-
senteeism, falling productivity etc. sharing the gains of productivity, sharing of infornlation,
creating a sense of belonging, helping out employees in their personal problems are some of
the ways used to secure employee motivation.
In the development context, the information worker or the change agent who works towards
adoption of innovations, must consider options that will motivate the beneficiaries to change
their attitude. This calls for thorough research into the beneficiaries backgrounds to assess
their needs.
5.7.1 Group Motivation

The attitude of a group towards any policy, programme or a product is reflected not by each
individual member but through the group leaders, who are of strong personality and generally
of apersuasive nature. Among the variables that influence human behaviour, reference groups,
and organisational membership play an important part. Thus, communicators need to take into
account the groups to which people belong. As members of a group, people tend to behave
differently. Sociologists tell us that it is possible to evolve highly effective work groups with
high performance goals. While group cohesiveness results in the group acting in a unified
way the leader of the group can ditect the energies of the group towards the organisational
goals. It needs great skills to motivate people even to raise a task force of group of volunteers
for development tasks.
Group motivation is developed by the sinking of individual motivation, brought about by skilled
oratory and effective persuasion of the group leaders. Public R$ations endeavours to exploit
both individual and group motivation principles to change the attitudes of the public towards
the corporate goals of organisations. Enlightened managements favour team activity and at-
tempt to create a congenial organisational climate and avoid inter-departmental conflicts.
. The study of group dynamics is important for a PR practitioner. In development context, the
finest example in India is the Kheda Project which was decentralised and participatory aimed - .
at promoting rural development and social change after thorough audience research to assess
their needs. Involvement of audience at all levels in programme production dealing with is-
sues like alcoholism, exploitation, cooperatives, etc. was wLat led to the success of the cam-
paign because the entire group was highly motivated.
5.7.2 How to Improve Motivation ?

In the process of motivation, the public relations practitioners might confront the hostility.
prejudice, apathy and ignorance of the public whch affect mutual understanding. Here arc
some guidelines to improve the situation :
Before cominunication PR messages, one should analyse the recipient's educational Puhlir Relations in thc
and social backgroulld This will enable you to create a right motivating situation for Development Context :
tl1e111. Motivation
Have empathy and make them also feel important. Listen to them attentively and en-
courage participation.
Use such language, words and phrases as are within the range of public understanding.
Avoid secrecy. Have open and frank two-way communication.
Create groups and encourage team spirit.
If you are aware of the existence of hostility, prejudice or adverse motivation in the minds of
the public. try to construct your messages so that they have the least possible changes of
being disrupted $y these conditions. Set examples by your own conduct.
Do not create credibility gap. Follow promises with prompt action and performance.
L
Endeavour to obtain feedback from your public to know whether the messages have had the
effect you sought.
If public relations adopt the techniques of motivation as enumerated above, it would, undoubt-
edly, build a corporate personality and favourable image for an organisation, besides promot-
ing corporate relations. The same guidelines hold good for development communicators. ,
Note : i) Fill in the blanks.
1) The five levels in Maslow's Hierarchy of Needs are
2) Non financial incentives include factors like
-------------------
3 can create a highly motivated group.
4) A person's behaviour is also influenced by the that hefshe be-

longs to.
5 ) Group is important for high performance.
6) into the receivers background helps to assess

their needs.
7 ) To change public's attitude, PR must attempt to exploit both and
motivating principles.
Activity 2
'
Prepare a copy inviting volunteers to set up a citizens committee for a "keep your
city clean" operation in your town or city.
5.8 LET US SUM UP

,
'Public Relations' is an umbrella term used by all individuals and organisations to create and
maintain harmonious relations between them and their respective publics in the promotion of
ideas sewices, or products. While playing the role of a catalyst, PR utilises the techniques of
persuasion and motivation for changing attitudes of the public and directing it to promote
mutual understanding. In the process, the behaviour, the attitudes and perceptions of individu-
als towards the services or goals of organisations become changed in its favour.
The major step in the public relations process is the analysis of environment in which an
organisation functions. Such analysis also indicates the currentatrendsand signals, vital for
the successfid functioning of the institutions. The prevailing situation and the changing socio-
Definitioh, Nature, Ethics and econonuc trends are monitored by Public Relations through a system called environment
Scope of Public Relations assessment. E.W. Brody says that the information obtained through the analysis of environ-
ment "is central to the strategic planning process of public relations". Environment assess-
ment i q done by obtaining feedback from mass media, opinion leaders and other publics.
Public Relations, as a catalyst, has the major responsibility of bringing the publics of an
organisation together for mutual interaction and proper understanding so that they could un-
derstand the problems of each other. An integrated approach involving two way communica-
tion is considered more desirable and effective than a top-down, one-way communication.
Public Relations assumes greater importance in the development context for the purpose of
taking the message of planning and development to the people. The PR persons disseminate
information through various channels of mass media or through extension workers. The Five
Year Plans and the various schemes envisaged under the gigantic Eight Five Year Plan can be
successful only when the people are aware of such schemes and participate in the programmes.
Therefore, public relations as a two-way communication process endeavours to eradicate
information poverty as a prerequisite for the eradication of economic poverty The effort of
Information and Public Relations Agencies in the country, to create awareness about planning
and development schemes among the people, for the purpose of seeking peoples participa-
tion, has emerged as 'development public relations'. Development public relations facilitates
the process of socio-economic development. In fact, development administration and the
information administration should go hand in hand, if an overall development is to be achieved.
Motivation of individuals and groups is vital for PR in the development context. This calls for
thorough research into the beneficiaries background to assess their needs, priorities, etc. The
development messages should be prepared with the right appeals, well structured design, well
timed and comprehensible to the user receiver. Only then will persuasive messages find ac-
ceptance in bringing about the desired change and achieve the development goals.

John W.Atknson : An Introduction to Motivation A@liated East- West Press Pvt Ltd.
New pelhi.
Everett M Rogers : ~omkunicationand Development Critical Perspective, Newbury
Park CA: Sage 1076.
Srinivas R Melkote : Communication for Development in the Third World-Theory and
Practice Publication, 1991.
GLOSSARY
Change Agent : A professional person who attempts to influence adop-
tion decisions in a direction that he feels is desirable.
Information : According to Rogers, information is patterned mat-
ter-energy that affects the probabilities available to'
an individual malung a decision.
Information Workers : Individuals whose main job responsibilities are to
gather, process and distribute information; or produce
information technologies.
Need : A condition requiring supply or relief, the lack of any-
thing requisite, desired or useful.
Incentive : That which invites to determination or action.
Some Credibility : Believability of the source - the degree to which a
receiver perceives the source to be trustworthy de-
pending on factors like his expertise, integrity etc.
?\
Transactional Communication : A dialo&e wherein the sender and receiver of mes-

sages interact over a period of time to amve at shared
?r
Public Relations in the

Development Context :
5.11 CHECK YOUR PROGRESS : MODEL ANSWERS Catalyst, Persuasion and
Motivation
1) PR, development context, acts as a link between the administrative machinery
and the beneficiaries. As a catalyst for change, PR plays its part through dis-
semination of information, education, motivation and participation to bring about
change in attitude or behaviour.
2) Environmental assessment helps' to identify and monitor trends or issues that
create problems or opportunities for the organisation. This information is stra-
tegic to planning PR programmes.
1) Development has both economic and non-economic dimensions to it. Develop-
ment is not just concerned with increasing productivity but also involves di-
rected social change, helping people to realise their full human potential and
gaining greater control over their environment by mobilising and reallocating
resources.
2) Information and development go together. Information helps to create aware-
ness which is a pre-requisite in development tasks. The amount of information
available and its spread affects the attainment of developruent goals.
3) People's participation must be encouraged right from the stage of formulation
of goals to its implementation. This alone helps to identify their needs, seek
their cooperation and motivate them. Five-year plans stress the need to make
people partners in progress by involving them in it.
1) All media units under the government of India have been utilised to acheve inte-
grated publicity for the plans. These include AIR, Doordarshan, DAVP, Publica-
tion Divisions, Song and Drama Division, Directorate of Field Publicity, PIB,
Photo Division, Films Division, etc.
1) Catalyst
2) Awareness, people's participat~on
3 ) Rural women and chldren
4) IRDP
5) Media units of Central government, State Information and PR cells.
1) Physical needs, safety needs, love needs, self esteem needs and self actualisation
needs.
2) Prestige, recognition, achievement, power, working environment.
3 ) Team spirit
4) Group
5) Cohesiveness
6) Research
7) Individual and group.

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UNIT 1 DEFINITION OF PUBLIC

RELATIONS :ITS NATURE, PROCESS

1.2 The Public Relations Environment

1.4 Nature and Scope of Public Relations

1.6 The Process of Communication

1.7 The Public Relations Process

1.8 Benefits of Public Relations

1.9 Public Relations - Tools of Communication

1.10' Public Relations Professionals - Coping with changes

1.11 Let Us Sum Up

1.13 Suggested Reading

1.1 INTRODUCTION iI &

1.2 THE PUBLIC RELATIONS ENVIRONMENT

1.3 DEFINITIONS OF PUBLIC RELATIONS

1.3.1 Analysis of Definitions

1.3.2 Working Definitions

1) a) Public Relations communication should be based on ................, ..............

c) For smooth functioning ...........................,.................between an organisation

d) Public goodwill must be earned and then ...................................

NATURE AM) SCOPE OF PUBLIC RELATIONS

I) Uiiderstand thc organisation's natir~reand purpose thoroughly;

2) Conln~unicatethis understanding to others, i.c., the publics;

3) Obsenre and cvaluate the effect of thc communication.

1.4.1 Elements in Public Relations

11 IlicrcSo~c.payr lo 11slen L ~ s t c n ~ nhelps

1.4.2 Scope of Public Rel:itir!ns Practice

a) giving eloquent speeches:

1.4.3 Role of Public Relations

:Igclllcril tllnctlon .......... Ci F.:d.ki;~r.arcr~drayasserts ....... .... P t ~ b l ~Rr:l;ti~ons

: rll,: llcnn and core o f m o d e r ~rnanagcnlc~lt"

Ir:,,,:; .F>;-?!I.,; O $ \ S . ~ ~ : ~' ' ~' , ~ J : I ~~ . ! I ~ L

This definition of Public Rclittions w i ~ sformi~llyadoptcd I)y tllc Public Relit-

Note : (i) Answer the following questions in the space provided.

1) Fill in the blanks with suitable words.

b) The publics of an organisation have.......................................... ..interests.

c) Public Relations is considered a ............................................. function.

a) Public Relations cannot be called a management function.

b) F'ublic Relations is the same as publicity.

f) PRO cannot be expected to find time to listen to others.

g) PRO is likened to a catalyst.

1.5 PUBLIC RELATIONS - PUBLICS

1.5.1 Nature of Organisation and its Publics

3) As organisations change in nature and purpose, so do their publics. For instance, if a

1.5.2 Identification of Publics

1 check Your Pmgress 4

1 Note : i) Answer the following questions in the space provided below

2) State if the following statements are True or False.

c) Organisations with similar goals have similar publics. ( )

d) The publics of an organisation are constant and do not change. ( )

e) All the publics of an organisation have similar interests. ( 1

i) it is better that,they remain distant from each other.

iv) they deserve different levels of treatment.

1.6 THE PROCESS OF COMMUNICATION

SOURCE COMMUNICATION ENVIRONMENT

a) Source / Communicator (the sender of information)

c) Message (use of symbols, llke words, gestures)

d) Channel ( a medium of transmission like voice, radio) etc.

e) Receiver (one who receives and comprehends the message)

1.7 THE PUBLIC RELATIONS PROCESS

I) Fact-finding -research analysis of opinion, environment.

II) Planning -policy formulation, programming, goal setting.

1.8 BENEFITS OF PUBLIC RELATIONS

I1 helps promotion of a company's goods or services and builds up 'image'.

Public Relations is a means to achieve mutual adjustment between institutions and