BASICS OF PUBLIC RELATIONS

BA(JMC) 204

UNIT II

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof., BVICAM U4.1
 Syllabus
• Unit II [[PR Agency- Tools and Techniques] L: 12
• PR agency: Concept, Structure and Functions
• Media Relations: Multi-Media Release (press, audio,
video and social media), Press Conference, Press Kit,
Press Briefings and Familiarizing Tours
• Tools &Techniques for Public Relations: House Journal,
Bulletin Board, Visit by Management, Open House and
Annual Reports, Exhibitions
• Use of Digital Media and Emerging trends in PR

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.2
 Lesson 1

PR agency: Concept, Structure

and Functions

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.3
 Concept
Public relations is a strategised process of managing the
release and spread of organisation-related information to the
public to maintain a favourable reputation of the organisation
and its brands. This process focuses on –
• What information should be released,
• How it should be drafted,
• How it should be released, and
• What media should be used to release the information (usually
earned or free media is used for the same)

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.4
 Structure
Most PR teams consist of a collection of executive-level
leaders who set policy and a hierarchy beneath to create and
distribute content.
• Executives: The executive level is led by a Director, Chief
Officer or Manager of Public Relations. In larger companies,
there may be general or branch executive managers below this
level. The executive level is responsible for the reputation of
the brand, the overall public statements and/or targets and the
strategic policies that will be executed within the department.
• Middle Management: There’s often a layer of middle
management, whose responsibilities include individual areas

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.5
 Structure
of communication. They head departments like Internal
Communications, Public Affairs or Public Information. This
level is responsible for ensuring the output of their
departments supports the strategies set in place by executives.
• Individual Contributors: These are the people who work to
create content and programs that will communicate positive
messages about the company to the general public. These
roles include PR Analysts, Technical Writers, Social Media
Specialists and other public relations goals. They craft the
material that is used in conferences and releases.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.6
 Structure
• The public relations team can’t work on its own. In fact,
there’s a good amount of overlap between the PR department
and other important departments in an organization.
• The Public Relations, Marketing and Advertising departments
have plenty of overlap, but each one has its own specific role.
The marketing department decides the overall strategy for
increasing customer base, including the brand or image the
company wants to project. This is based on market analysis,
the target audience for customers, upcoming project launches
and the like.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.7
 Functions
• Anticipating, analysing, and interpreting the public opinion
and attitudes of the public towards the brand and drafting
strategies which use free or earned media to influence them.
• Drafting strategies to support the brand’s every campaign and
new move through editorial content.
• Writing and distributing press releases.
• Speechwriting.
• Planning and executing special public outreach and media
relations events.
• Writing content for the web (internal and external websites).

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.8
 Functions
• Developing a crisis public relations strategy.
• Handling the social media presence of the brand and responding to
public reviews on social media websites.
• Counselling the employees of the organisation with regard to
policies, course of action, organisation’s responsibility and their
responsibility.
• Dealing with government and legislative agencies on behalf of the
organisation.
• Dealing with public groups and other organisations with regard to
social and other policies of the organisation and legislation of the
government.
• Handling investor relations.
© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.9
 Lesson 2

Media Relations: Multi-Media Release (press,

audio, video and social media), Press
Conference,Press Kit, Press Briefings and
Familiarizing Tours

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.10
 Multimedia Release
Multimedia news releases serve as a comprehensive resource for giving
journalists detailed information about a story and for engaging
consumers. These news releases can contain embedded (and
downloadable) video, images, links, audio, social bookmarking, and
more.
If you’ve ever seen a multimedia release, you know that they are much
more visually-appealing than the traditional press releases because:
• They are more engaging
• They are more socially-shareable
• They make your news more interesting and digestible
• They’ll help improve your SEO
• They’ll increase your chances of getting media coverage

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.11
 Press Conference
• A press conference, also known as a press meet, press briefing, or news
conference, is a public relations event or public forum for organizations
or individuals to keep the media informed of the latest happenings to
generate timely and relevant news.
• A press conference is one of the most effective ways to communicate
with the media and draw their attention.
• PR materials like press releases, boilerplates, and media kits are great
ways to get your messages heard, but press conferences are the way to
go regarding a special occasion or pressing issue.
• The speaker at a press conference is usually a politician, celebrity,
attorney, athlete, or police chief. A press conference is an opportunity to
get their side of the story across multiple media platforms. The person
who plans this event is mostly a public relations professional.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.12
 Press Conference
Advantages:
• It’s time-saving.
• It ensures maximum impact for the announcement made.
• It lets you reach a larger audience.
• It helps you build a relationship with members of the press or
media.
• It lets you control the flow of information.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.13
 Press Kit
A press kit is a page or folder on your website that makes it
easy for journalists to learn about your brand and access
photos and videos to use in their content. Press kits give
journalists all the facts and figures they need so they can focus
on telling a compelling story.
The exact contents of each press kit will vary based on the
business and what you have available, but here are the most
important assets:
• Company Overview: Include a fact sheet with a bit of
background information, such as when your business got
started, where your offices are located and the funding history
of your company.
•
© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.14
 Press Kit
• Contact Details: Depending on the type of story, a journalist
may want additional background information or quotes from
your team. Make it easy for them to find a useable contact
who can set up further interviews.
• Product Information: Offer a clear and simplified description
of what your product does and how it works. If you are
marketing a service, include information on your packages
and what’s included with each.
• Logos: Offer a few variations of your logo including square
and transparent options. Different sites have different
requirements, and you want to make sure your logo looks
good without any resizing needed.
© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.15
 Press Kit
• Media Assets: Include high-resolution photos of your
product and team that you have legal rights to use.
Make sure you label each photo clearly so that
journalists can find the right file.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.16
 Media Briefing
• A media briefing is different than a press conference in that it usually
just involved members of a Media Relations Department and members
of the media. Media briefings are not normally meant for
broadcasting. In other words, they are usually completely "off the
record". “Off the record” is an understanding between media and
sources that direct quotes, source names, or identifying information
cannot be provided in any media coverage. Media briefing are less an
opportunity for “news” and more an opportunity to ensure media
understand a concept, a ruling, a decision, or a process. It is an informal
setting for members of media and EMB staff to discuss confusing or
complicated issues. With detailed briefings, as with other information
for the media, invitations should be issued to all media, regardless of
political persuasion or ownership.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.17
 Familiarizing Tours
• A Media Familiarization tour, offered to media on behalf of an
organization to get the media familiar with their destination and
services. They are also called Press Trips. They can be either a group
or an individual Media FAM trip.
• A Familiarization (FAM) Tour involves hosting tour operators, travel
agents and travel media in an effort to create awareness.
• The purpose of hosting a media FAM tour is to garner positive
editorial publicity about a destination and/or organization. This is
different than paid advertising in the sense that the publicity generated
through media relations efforts is the editorial opinion of the writer,
which is often considered more valuable than paid advertising.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.18
 Lesson 3

Tools &Techniques for Public Relations: House Journal,

Bulletin Board, Visit by Management,
Open House and Annual Reports, Exhibitions

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.19
 House journal
“A house journal or bulletin is designed to promote goodwill,
increase sales, induce better salesmanship or develop better
profits.” – F. McNaughton
‘House Journal’ (or an in-house magazine or a newsletter or a
house-organ) is a well-recognized part of the corporate
communication practice of an organization. It is a periodic
publication by a corporate establishment for its employees,
customers and other interested people.
It is a tool that helps management in the following ways:
• maintains communication with both internal and external
publics.
© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.20
 House journal
• establishes a bond between the employee and the company
they work for (access to an exclusive journal generates team
spirit).
• fosters a sense of loyalty among employees and to build a
work culture among them.
• provides a platform for sharing views, news and opinion.
• acts as a tool to disseminate detailed information in an
informal manner yet
• with authenticity to employees.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.21
 House journal
• ensures that the employees know what is expected out of
them
• acts as a facilitator of change when required.
• advocates the organization’s point of views, goals and
achievements.
• facilitates the creation of a common culture in the
organization.
• improves the morale and cooperation between the workers.
• acts as a tool to guide the workforce.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.22
 Bulletin board
To know the company updates, upcoming events, or anything that
might be of interest to you. Sometimes, you stay for a bit longer time
when you see some interesting sections with names, photos, and
informal details about your colleagues
Here are some relevant examples of use of the bulletin board:
• Publish your organizational policies: Clear policies will help to avoid
all kinds of misbehaviour and much loss of time.
• Upcoming events,Training/updates: Present a new product/service and
specify how staff should offer it to customers.
• Birthdays/work anniversaries: Highlight important events while
showing your appreciation to your employees.
• Various discussions: Increase employee engagement by opening up the
discussion with them!
© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.23
 Open House
• It is an informal setting in which people can get information
about a specific plan or project. Open houses have no set,
formal agenda. Unlike a typical public meeting, no formal
discussions or presentations take place, and there are no
audience seats. Instead, people get information informally
and at their own pace from various exhibits. Perhaps most
importantly, attendees are encouraged to offer their opinions,
comments, and preferences to staff (either orally or in
writing). Usually there are different stations/tables/kiosks,
each of which offers information about a single aspect of a
project.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.24
 Open House
• Open houses are ideal for communicating issues surrounding
complex, large-scale, multi-faceted plans to the public. They
are also an effective strategy for collecting feedback about
those plans, both general and specific, from participants. The
interactive nature of an open house lends itself to plans that
are in the progress of being developed and input is genuinely
needed (as opposed to plans that are already nearly finalized
and simple communication or public affirmation is the
objective of the event).

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.25
 Annual Report
• An in-depth, comprehensive overview of a business’s
achievements and financial statements from the preceding
year. It is produced on a yearly basis, and provided to
shareholders, investors, stakeholders and others to inform
them of the organization’s overall performance, financial
status, and vision for the future.
• Today, annual reports are often used as marketing tools for
organizations to impress shareholders, investors, or donors;
attract new ones; and to showcase their brand to employees,
clients and others.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.26
 Annual Report
A typical annual report for a public company must have the
following sections:
• A letter from the CEO
• Corporate financial data
• Operations and impact
• Market segment information
• Plans for new products
• Subsidiary activities
• Research and development activities

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.27
 Exhibitions
• Exhibitions are ways of presenting products, organisations or
services offered directly to the public with the intention to
sell. People visit exhibitions to find out how a new product
or service actually works.
• The public relations practitioner plays a vital role in all of
this. He needs to convey his company's image positively to
the visitors, and promote any product or service the
organisation offers, without forcing anyone to buy the
product or service.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.28
 Exhibitions
• As the main responsibility of any public relations
practitioner is to build the image of the organisation by
obtaining positive media coverage, exhibitions are great
opportunities to achieve this goal. Too often these
opportunities are overlooked because organising of the
exhibition takes priority.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.29
 Lesson 4

Use of Digital Media and Emerging

trends in PR

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.30
 Emerging Trends in PR
• Media outlets will rely more on contributed articles as
opposed to hiring full-time staff.
• PR professionals will say goodbye to mass pitching and
find media opportunities with a quality-over-quantity
mindset.
In the old days, publicists would send their clients’ press releases
to anybody and everybody who would read them. To increase the
odds of gaining a press hit, professionals would produce and send
mass emails to every publication imaginable—many of which were
not necessarily aligned with their clients’ products or target
audiences.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.31
 Emerging Trends in PR
• Assessing the business impact from PR will become more
import.
Outlets can offer information like their number of monthly unique
visitors, ad impressions, etc., but that doesn’t really offer the full data
picture that brands are looking for. Brands want to know how their
PR efforts are actually changing brand perception, convincing clients
to make purchases, and increasing loyalty, among other metrics.
• Face-to-face interviews will make a comeback.
• Publicists will diversify their outreach and connect with new
platforms and content mediums, including podcasts,
newsletters, and more.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.32
 Emerging Trends in PR
• Social consciousness will continue to grow in importance for
buyers.
• Diversity and inclusion matter.
• Partnerships with influencers are becoming more beneficial.
• Successful PR will have to be part of a larger marketing
ecosystem.
• Remote work is changing media professionals’ schedules.
• Readers want authenticity more than ever, especially as fake
news has increased.
*****

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.33