UNIT-1 Final revision notes

Public Relations (PR):

- PR is a strategic communication process to build mutually beneficial relationships with the public

- It aims to influence public opinion through the use of information

- PR has evolved from just publicity to a strategic management discipline

Definition of PR:

- Attempts to engineer public support for an activity/cause through information, persuasion, and
adjustment (Edward Bernays)

- Establishing and maintaining mutual understanding between an organization and its publics (PRSI
definition)

Objectives of PR:

- Maintain positive reputation and strategic relationships with stakeholders

- Build brand image, capitalize on opportunities, promote brand values, strengthen community
relations

Nature of PR:

- Requires understanding the organization's publics and their attitudes

- A management function involving two-way communication

- Helps with issue management, lobbying, CSR, public opinion analysis, publicity

Functions of PR:

- Facilitate overall operations by building prestige and reputation

- Aid promotion and create product awareness

- Handle social/environmental issues

- Ensure good customer service

- Attract and retain talented employees

- Develop reputation as a good supplier/customer

- Influence public officials and politicians

- Respond effectively to negative publicity

Types of Publics:

- Traditional vs non-traditional

- Latent, aware, active

- Intervening, primary, secondary

- Internal vs external

- Domestic vs international

Types of PR:

- Media relations

- Investor relations

- Government relations

- Community relations

- Internal relations

- Customer relations

- Marketing communications

In essence, PR is a strategic communication function focused on building and maintaining beneficial

relationships and a positive reputation with an organization's various stakeholders or publics.

Origins:

 PR dates back to ancient civilizations like those of Julius Caesar and Cleopatra, who
practiced early forms of publicity and persuasion.
 The roots of modern PR can be traced to the early 20th century pioneers like Ivy Lee
and Edward Bernays.

Growth in the 20th Century:

 PR underwent tremendous growth from the 1940s-1950s due to increasing

government regulations, growth of labor unions, rise of social movements, and
organizations recognizing the need for public approval.
 The 1980s saw deregulation of businesses but also the emergence of new social
movements like environmentalism and feminism.

Evolution in India:

 Three broad phases - era of propaganda, era of publicity, and modern PR era.
 Propaganda techniques were used by ancient Indian rulers like the Mughals.
  Publicity efforts began during British rule, with institutions like the Press
Commissioner and publicity boards.
 Modern PR started after India's independence, driven by economic growth,
privatization, and the entry of multinational corporations.
 Establishment of the Public Relations Society of India (PRSI) in 1958 was a
significant milestone.

Key Points:

 PR techniques and tools have evolved, but the core principles of informing,
persuading, and integrating people remain unchanged.
 Its scope has expanded from businesses to non-profit organizations, governments, and
various other sectors.
 Issue management, lobbying, corporate social responsibility, and managing public
opinion have become crucial aspects of PR.
 The growth of digital media and social platforms has significantly impacted PR
practices in recent times.

Corporate Social Responsibility (CSR):

 CSR refers to a company's efforts to operate in an ethical and sustainable manner,

considering its impact on society and the environment.
 Key ways to practice CSR include environmental efforts, philanthropy, ethical labor
practices, volunteering, and building a socially responsible business model.
 In India, the Companies Act 2013 mandates companies above a certain revenue/profit
threshold to spend at least 2% of net profits on CSR activities listed under Schedule
VII.
 Major CSR areas for Indian companies include education, healthcare, rural
development, and environment.
 Transparency, consistency, and employee/consumer engagement are crucial for
effective CSR initiatives.

Public Opinion:

 Public opinion refers to the collective views and attitudes of the public on a particular
issue or topic.
 It evolves through seven stages - from awareness to urgency, seeking solutions,
wishful thinking, weighing choices, and finally reaching intellectual and emotional
resolution.
 Understanding where public opinion lies in this process is essential for accurate
interpretation and effective communication.
 Public relations plays a vital role in shaping and responding to public opinion through
strategic communication efforts.

Advertising vs Public Relations:

 Advertising is paid promotion, while public relations (PR) focuses on earning free
publicity and building relationships.
 PR is considered more credible, as it involves third-party endorsement through media
coverage and community engagement.
  Advertising allows more control over the message, while PR involves less direct
control but can offer sustained coverage across multiple channels.
 Effective campaigns often combine advertising and PR for maximum impact and
audience reach.

Propaganda vs Public Relations:

 Propaganda aims to influence opinions by selectively presenting facts or using loaded

language, often with malicious intent.
 Public relations involves sharing truthful information to present an organization or
issue in a positive light, without misleading or manipulating.
 Propaganda lacks a foundation in truth, while ethical PR practices prioritize honesty
and transparency in communication efforts.

Public Relations (PR) refers to the strategic communication process of building and
maintaining relationships between an organization and its stakeholders through ethical
communication practices. PR allows organizations to share information, address issues, and
promote initiatives successfully.

Publicity refers to information about an organization or issue being publicly communicated,

often gaining public attention through media coverage. Publicity can happen spontaneously,
like when an issue garners media attention, or PR professionals can generate publicity
through efforts like media outreach.

Some key points about publicity and PR:

 Publicity can happen spontaneously when an issue garns public attention and media
coverage, like a crisis bringing public scrutiny to an organization or issue.
 PR professionals can purposely generate publicity through tactics like PR media
outreach, like pitching news to journalists to earn media coverage for an organization.
 These tactics are PR professionals consciously undertaking communication efforts
like media outreach, to earn public attention and media coverage for something
involving their organization or issue in a strategic and deliberate way.