ADVERTISING & MEDIA MANAGEMENT

UNIT – I

BY
Mr. Challapalli Rajkumar
Asst.Professor
Aditya Global Business School
Surampalem
 UNIT - I

PUBLIC RELATIONS
Con
tent Concept of Public Relations
s Working definitions

Nature and scope of public relations

Significance of public relations to business

CONCEPT OF PUBLIC RELATIONS
Public relations activities in the modern world help
individuals and organizations to build prestige, to
promote products and to win elections or legislative
battles.

In today’s business and non-business operations, PR has

assumed a significant role. The public becomes aware and
assertive at the end of the seventies of the last century. But
they now seek to demand more communications from
firms, departments of the state, and NGOs about their
objective, operations, and motives.
PR establishes and maintains mutually beneficial
relationship between a firm and the public upon whom its
success or failure mainly depends.

MEANING OF P.R

Public Relations is, simply stated, the art and science of

building relationships between an organization and its key
audiences or the publics
DEFINITIONS OF PUBLIC RELATIONS

“Public relations is the attempt by information persuasion and

adjustment to engineer public support for an activity, cause,
movement or institution.” –
Edward L. Bernays

The British Institute of Public Relations has given special attention to

evolving a comprehensive definition of the term Public Relations.
According to them, Public Relations is ‘ A deliberate, planned and
sustained effort to establish and maintain mutual
understanding between an organization and its’ public.’
According to Philip Kotler and Gary Armstrong, public
relation means 'building good relations with the company's various
publics by obtaining favourable publicity, building up a good corporate
image, and handling or heading off unfavourable rumours,
stories and events'.

“The Management function which gives the same organized and

careful attention to the asset of goodwill as is given to any other
major asset of business.”
- John W. Hill
 ACTIVITY

Select any organization nearer to your locality, and write

the Public Relations activities carried out by the company

to your locality.
 Examples of PR in Practice

Infosys

Infosys, the Indian software company which has made global mark

celebrated its silver jubilee with much fanfare. Among other events, the

celebrations, included remotely ringing Monday’s bell to open trading on the

Nasdaq stock exchange in New York, the first time an Indian company doing

that. The bell was rung by Deputy Chairman, Planning commission,

Government of India and President and CEO. The silver jubilee celebration

of company could get coverage not only in Indian media but also in

international business press including Financial Times and Business Week

which reach out to their key clients.

 Examples of PR in Practice

Tata Nano

Tata Group’s small car Nano became cynosure of worldwide media since its

announcement at Geneva Motor show in 2003. Strategically nicknamed as

‘The people’s car’, Tata focused heavily on media relations to create

anticipation and favourable public opinion for the world’s least expensive car

by highlighting the possibility of owing a car for the people who could not

afford one. Nano was commercially launched at the New Delhi auto Expo in

Jan 2008 and is still creating buzz which is unprecedented in the world

automotive industry.
 Objectives of Public Relations

Maintain the prestige or favourable image.

Promote the product and service.

Maintain the good will among the employees, dealers,

distributors, suppliers, shareholders, community and the govt.

Prevention and solution of the labour problem.

Overcoming miss-conceptions and prejudice.

Ability to attract the personnel.

Educate the public to the use of the product and service.

 NATURE OF PUBLIC RELATIONS

1. It is the art and science of managing communication between an

organization and public
2. It is concerned with relationship between an organization and the
public
3. It is a planned, sustained effort and a management function
4. It is concerned with evaluation of attitudes and public opinions
about various Policies, procedures and actions of an organization to
the extent they relate to the public
5. Policies, procedures and actions of an organization are in the public
interest and are socially responsible
 SCOPE OF PUBLIC RELATIONS
The scope of PR is very wide and may be described in relation to the publics of the
organization.

1. Employee Relations

Employee relations are the way

to interact with customers in
several ways. Failure to inform
employees about personnel
policies of the organization and
matters affecting their interests
creates mistrusts and invites
criticisms.
2. Consumer Relations

Consumer satisfaction is the key

to organizational success. Thus,
the aim of the any company is to
draw the attention of the
consumers regarding its ideas,
products and services.
3. Share-holder Relations

The aim of shareholder relations

is to arouse their interests in the
company and encourage them
to hold the shares of the
organization as a long term
investment.
4. Distributor Relations

The distributors or dealers help

to market the products
manufactured and maintain the
smooth flow of distribution of
finished goods. Communication
with the distributors may be in
the form of personal visits,
telephonic conversation, dealer
meets and contests, etc.
5. Supplier Relations

The suppliers help to maintain

the smooth flow of production by
providing quality raw materials,
components, spares, tools, etc.
They are the primary source of
quality products, sales and
profits.
6. Community relationship

The primary objective of PR is to

build a favorable image of the
company as a good corporate
citizen. Business should serve
the community by providing
employment opportunities,
maintaining parks/hospitals,
promoting sports, etc.
8. Media Relations

This is the age of media.

Relations with electronic and
print media are important for
big business houses. Publicity
has become very important in
PR, so modern business houses
stress on more professional
approach to publicity.
8. Government and political relations

All organizations seek to

develop better PR with the
government. Business takes an
active part in government affairs
and government also formulates
policies and programmers for
economic and social
development upon consultation
with leading business houses.
 SIGNIFICANCE OF PUBLIC RELATIONS TO BUSINESS.

1. To raise awareness

People trust established brands. One way to make your business known
and compete with established brands is to send out your message by a
third party such as a popular magazine in your industry, a high-traffic
website, a respected influencer or social media superstar.

2. Build credibility

Unlike advertising, a magazine mention of your product or a product

review is not a direct sell so it comes out as a recommendation from a
person that could be an authority in your niche like a celebrity beauty
blogger with thousands of followers.
3. Tailors information

Every business has its unique brand message. People adore brands that have
a compelling story. So make sure that you carry yours wholeheartedly at
every function you go to give more information because it is what makes
people remember you.
4. Helps manage reputation

Having trusted connections in the media is not always about free

marketing but also reputation management. In your business journey, you
will encounter dreadful situations like advertising gone wrong or
unsatisfied customers lashing out on social media about how bad your
product is. In times like these, media connections can help you repair the
damage through a press release or similar means.
5. Cost-effective

Paying for a magazine is not a bad idea if you have the budget for it.
However, if you are on a tight budget, having friends in the right places can
get you a full feature or an article mention on the same publication without
paying loads of cash.

6. Promote brand values

You can use PR to send out positive messages to your target audience that
are in line with your brand image by using the language and ideas that your
target customers respond to more positively.
7. Boost your niche authority

Getting featured on media outlets may come out as simple to many but for a
business owner, the effect could be massively beneficial especially if you are
trying to own a niche.
TOOLS OF PUBLIC RELATIONS