CHAPTER 8

Swot Analysis of PR

On the basis of data collected through detailed questionnaires

from people occupying senior positions in public and private
sector companies, a SWOT (strengths, weaknesses, opportunities.
was conducted of the present
information
threats) analysis
sectors, to
systems in public and private
examine
dissemination
met the growing information
needs of the people.
whether they

Here are some of the highlights:

A. Strengths

there growing is a
n of liberalisation and globalisation,
this era
housecs,
of PR among corporate
dreness of the importance competition.
This has
remained untouched by
C had long and bounds. In the new
PR profession grow by leaps
ped now looking at PR beyond
just meua
are as
nment, companies
ana
their plans,
PR to conceptualise
support. Today, they use to the
ndustry.
a new breed of profession
t has attracted
 Relations
PR and Media
54

of the enterprise
reinforces the growth and
development
R
central role in achieving specitic objectives at al
today plays a
grOwing public awareness abou
The
levels of an organisation.
has provided opportunities
to devela
the right to information
Better tools are now availah
proper channels of communications.
and transter of iniormation, resulting in
for the faster processing
tremendous expansion of the country's media network
the
disseminaling information. The
increasing the scope for
qualified personnel
now provides an
availability of more

opportunity to implement corporate objectives. Today, information

technology (1) is the most effective, economical and eflicient
instrument of PR. In the present liberalised economy. Indian
organisations have realised the importance of PR and are
equipping themselves with people and the right objective-oriented

strategies.

Data analysis: While analysing data for the question PR is

management funetion, all respondents from public sector
enterprises indicated that PR was a management function in their
organisation. Today PR is considered as an indispensable tool in
modern management. It acts not
only as a source of information
for the organisation but also as the
interpreter of its oflicial
policy to the public. To carry this responsibility effectively, PR
is associated with
top management and the decision-making
authority.
In the analysis of data of the
variable 'PR tools used for internal
and external
communications',
used much better tools for their
it was observed that
today P
majority of the communication programmes. A
respondents from the private sector
they used electronie media like TV, indicated tha
radio and film, and outdoor
publicity like hoardings. for their PR
organisational objectives. programmes to achieve
 Chapter 8: Swot
Analysis of PR
53
h alls ections of people with intormalion
reac on their
achievements. The idea that PR shouldprogrammes,
p r o b l e m s
and
be low-key,
fear public controversies, prevent corporate leaders
anuharing positive achievements with the media. Some from
hurdles for PR are the inadequate systems for the regularof and
the
e v e n .

of information from the workplace to

f35n corporate centres
to the media, and the lack of skill among
to conve technical and scientific information technocrats,
in a popular
asV-t0-understand language that make it acceptable to the
dia and the public. There are few qualified and experienced
orofessionals to handle the dissemination of information.)

Data analysis: It was observed in the subjectof "PR based on

ownership orientation that much of the criticism of companies
was due to the lack of information regarding their functioning.
Their achievements were unable to attract public attention, while
their weaknesses were highlighted, thus inviting public criticism.

The analysis of the topic 'Issues affecting the organisation's

eificiency, indicated that government restrictions, lack of
autonomy and govemment policy compulsions were the main
causes of the inefticiency of public sector enterprises.)PR must

have the raw materials to enable them to understand the attitudes,

market. But
policies and decisions of the company and
in many enterprises, PR was used only as fire
a
unlortunately
gnting measure, and were not involved in the policy-planning
s
in projecting the company
OCess, resulting in inefficiency
desired image.

C. Opportunities
of
understood and is accepted as a vital part tne
Detter organisations-in
both

tion. More and more

skilful PR
r
using
PDIIC and
private sectors are now
 R e l a t i o n s

Media
PR and
52 infrastructure-in-luding:this new breer

avalabil1ty
ol new
lous scope for the gen
t r e m e n d o u s

diseo.neTae
The created

to
handle the
the dissemination
a n d also o
professional-has

of developmental
news,

skills of the new cadre

neu

of communication

High of infor
information
possibie
to get the right type mation
are making it interest in the media on he
managers growing
The
helped the PR industry.gro
workplace.
from the also
world has

part ofthe corporate awareness among

the workforce of .the
mention the greater
not to corporate image, and
high-profile positive
the
importance of a from
leaders to public
political sector
active
encouragement
about their problem
into confidence
companies,
to take people
to take up mass awarenes
and performance. The financial viability
constant endeavour of BPE
and Scope to
programmes,
and the

persuade public enterprises

sector to share information are adding
further strength to PR today.

Data analysis: As far as the question PR for image building

was concemed, a majority of respondents (96 per cent of the
enterprises in the public sector, and 90 per cent in the private
sector), indicated that PR played a vital role in creating anc
projecting the nght image of the
enterprises.
As far as the
question regarding the role of PR in the new
economic order was
concerned, the results clearly indicated tnar
PR was highly specialised and
a

strategic
were objective
oriented and were directeddiscipline. Its activines
of the
population; they played an towards all sectto
high corporate important role in achievin
activities
respectability through various
image-buildne
B. Weaknesses

PR today operales without

eakness, especially at grassToots
time whensupport and this is a
a
maj
companies are trying
 Chapter 8: Swot Analysis of PR
555

data analys1s ol the

question 'Level of PR chief
| ne in
hierarchy
f
heir organisation, showed that the
majority of PR chiefs in
nublic sector directly reported to the CEO/CMD. As a
agement function, the head of PR
department was
responsible
m ing out his duties as directed by the management. Here
PR chief, as a member of the management team, is invited to
ttetend top-level departmental meelings and participate in the
decision-making process.

D. Threats

There is still a misconception about PR being a cosmetic or

drum-beating exereise. The real test of PR lies not in cover-ups,
but in deeds. There is also a shortage of qualified and competent
PR personnel. PR protessionals in India are a mixed bag of a few
highly qualified prolessionals, and many ill-cquipped non-
professionals. The need of the hour, therefore, is professional
excellence. The growing attacks on the public sector and the
lethargy in projecting its achievements will result in the
privatisation of some organisations. The constant criticism by the
public and the media may demoralise the public sector workforce.
The communication gap between the people and corporate leaders
may lead to avoidable public controversies that may have serious
consequences for businesses. The public sector's low-key profile
may not encourage financial participation from the public and
financial institutions, which may also discourage international
collaborations.
Data analysis: An analysis of data regarding the "Nced of PR in

publie and private sector enterprises', found that all eritieism

w4s mainly due to the lack of clarity about the role of tne

p r i s e s . The public sector's image suffered in the absence o

Centralised body with the exclusive responsibility of projecng

its achievements.
 Relations

Media
PR and
56
v a r i a b l e PR
the variable 1s : a continuo
"PR is
data tor the
the
While analys1ng almost all priva
rivate
fire-fighing
measure,

Sector
a
mainly for fire-f
process
respondents
or

indicated
that PR was used m ai

management in the
fighting
telt thal the private
They
ther organisations. immediate results and
n

was mostly
concerned
about
they
sector benelits from the media
PR to gain
immediate It is
always used as a management function must
to PR because
PR
a threat
really
not a lire-fighting measure
be a cont1nuous process and

While analysing the data on the question "PR budget allocation

in enterprises, a majority of the respondents indicated that they
faced financial difficulties due to lack of budgetary support for
PR in Public Sector Units (PSUs). When PR is considered a
management function but not given the desired budgetary support,
it is difficult to execute the desired
PR objectives.

This SWOT analys1s of the

present scenario
corporate
in
communications in the telecom sector
need to eliminate all demonstrates the urgent
obstacles the free flow of
in
Open communication not
information.
the
is
merely a slogan, but a necessity tor
very survival of the telecom sector. It should
well, but should also not only perform
highlight its
accomplishments regularly.
Scope of Public

Relations

Today all business organisations -both in the public sector an

the private sector-have PR departments. PR is now bene
understood, and is
accepted as a vital part of the managemer
function. It is
accepted as a management function in uc
formulation of policy and
decision-making.
Skilful PR
management helps in the
today plays a central growth and ent or
enterprises.
PR
developnte
objectives all levels in an
for
at role for achieving s eriti

the ight to
information organisation. The growing dem
proper channels of provides
communications. opportunities
develo

process and transler

information faster, Tools are now
hle
ava
te
vailablk

expansion
the
of the
media in the resulting in tne remendous

dissemination of country, increasing cope for

information. The tne

availability
more
 Chapter 3 Seope of Public Relations 19

qualified personnel now provides an opportunity to implement

corporate objectives. Today. information technology (IT) is the
most effective, economical and efficient nstrument of PR.

In today's competitive world, every enterprise likes to use public

relations to establish and obtain goodwill of the people. The
growing awareness of PR among corporate houses that had long
remained untouched by competition has created awareness, in
the era of liberal1sation, helped the PR profession attain new
heights. In the new environment, companies are using PR for
more than just media support. Today, they need PR to
conceptualise their plans, and as a result brought in new
professionalism in the industry. The availability of infrastructure,
including qualified manpower, has created tremendous scope for
generating developmental news, and also to handle the
dissemination of information. The high degree of communications
skills among the new cadre of managers is making it possible to
get the right type of information from the workplace.
Developmental journalism has been emerging on the media scene
because of the growing interest in developmental achievements.

The Greater awareness of the workforce importance of a high-

profile corporate image, and the active encouragement from
business leaders to take people into confidence about their
companies' problems and performance, have contributed to the
growth of corporate communications programmes today.