Module -3

Public Relation
Understanding Public Relation

Public relations as “a strategic communication process that builds

mutually beneficial relationships between organizations and their
publics.”
Essentially, public relations specialists manage an organization’s public
image and reputation.
They help that organization communicate with their public and work on
developing a positive relationship between the two.
Role & Scope of PR
• Public relations professionals try to influence the public’s perception of their client’s brand,
reputation, or image. Unlike advertisers, PR professionals don’t pay to promote a positive
conversation about their client or organization; they persuade for or earn it. To achieve this
goal, they utilize a number of tools at their disposal, including:
 Posting and engaging on social media
 Arranging speaking engagements
 Creating strategies for crisis management
 Organizing special events
 Forging business connections and networking
 Writing and publicizing press releases
Contd….

• Essentially, public relations professionals specialize in carefully crafted

communication using emerging strategies and technologies to foster a relationship
between an organization and its their public.
• The exact tactics and methods a PR professional uses will vary depending on the
client, their objectives, and their needs.
• In virtually all instances, though, PR professionals will attempt to maximize their
client’s appeal while minimizing the effects of any negative or damaging press.
Scope of PR
• Public Relations is the profession of relationship building between people and or organizations and
audiences that have an interest. The primary role of a public relations professional is to foster
relationships with key audiences. Specifically:

•  PR practitioners are activists seeking to engage, enlighten, and energize an organization’s many
stakeholders.
•  PR professionals advocate not just for their organizations but also for their organization’s constituents
and stakeholders, which adds the important role of presenting the stakeholders interests and views to
management.
•  PR practitioners are strategic content developers and storytellers, helping their organizations
formulate key messages that are resonant with the corporate culture and nature of the organization. 
PR practitioners build mutual trust by encouraging transparency and integrity throughout the
organization.
Scope of PR

•  PR practitioners counsel, actively advising and guiding organizations in honestly

communicating and behaving in the best interests of society and constituents such as
customers, employees, shareholders, and the communities in which they operate.

•  PR professionals enable and connect, helping organizations stay grounded, stay

human, and stay sensitive to the needs and desires of their communities.
Corporate Image & PR

• PR is identified as a veritable tool of corporate image building and sustenance as it

helps shape the way publics of an organization see or perceive the organization.
These publics can be internal or external. Internal refers e. g. to employees, and
external refers e. g. to customers / clients and the society.
• In building or sustaining a corporate image of an organization by the Public
Relations Officer, several important tools very can be identified, including press /
news release, press / news conference, sponsorships, house organs, Annual General
Meeting etc. Furthermore, different types of PR are presented.
PR as a part of Marketing Communication

• PR involves communicating with your market to raise awareness of your

business, build and manage your business's reputation and cultivate
relationships with consumers. While marketing focuses on promoting
actual products and services, public relations focuses on promoting
awareness, attitudes and behaviour change.
•
This guide helps you plan and measure your PR efforts so you can
develop business relationship and reputation strategies that work.
Contd..

• Marketing and public relations are related in that both are types of communication
between a company or organization and its consumers, investors, and members of the
general public.
• However, while marketing is defined as the promotion of a company’s products or
services to current and potential consumers, public relations (as the term implies) is
defined as the communications that shape the relationship between an organization
and the larger public.
• Public relations also concerns itself with the public’s perception of an organization’s
identity, brand, mission statement, and larger impact.
Contd..

• Marketing and public relations strategies often overlap, and in many ways these two
disciplines rely on each other. For example, ethical marketing practices build trust
between a company and its consumers, and is therefore good for public relations.

• On the flip side, excellent public relations communications can build consumers’
and/or investors’ trust in a company’s brand and mission statement, which
subsequently supports the company’s marketing initiatives by giving them a
foundation of consumer loyalty.
In house PR

• In-house public relations is a team or department that runs the company's PR and
functions as part of the organization. The alternative is to hire a PR agency which is
independent.
• Advantages of an in-house PR department

The main advantage of setting up an internal PR department is that the team will focus only on
the company products and its markets. They will act as an effective spokes persons for building
the reputation of the company.
• Disadvantages of an in-house PR department

The main disadvantage is that one person should do all the work due to non –availability of
additional manpower that involves the cost factor to it. Therefore, the lack of resources limits
the visibility of the company and product awareness in the marketplace.
PR agency 
• A PR agency is an independent, functioning unit designed to serve multiple
businesses by helping them to bridge the gap between the business and the
public. PR agencies are in place to not only promote their clients but to help the
public gain a positive perception of the organization. Since these agencies are
independent, they must typically have several employees that are able to
spearhead PR initiatives for different organizations at the same time.
• A competent PR agency should be able to perform the following tasks (at a
minimum):
• Create press releases
• Write or edit speeches
• Be well-versed in handling PR crisis situations
• Write blogs
• Create pitches and proposals
• PR Agency Advantages

• One advantage to a PR agency is that they have more people. Since PR agencies have
an expansive number of employees, it allows them to have multiple perspectives on
how to improve their clients' relationship with the public.
• PR agencies also have a strong list of contacts. A successful PR agency has the power
to contact many influential members of the media, which can only be beneficial for
organizations seeking to improve relations with the public.
• Another advantage is knowledge of the industry. A reputable PR agency will have
extensive knowledge and expertise in knowing how to get the job done for their
clients.
• PR Agency Disadvantages
• Obviously, there are also disadvantages of PR agencies. First is price. Since PR
agencies are independent with multiple employees, it can be costly to obtain their
services. They also tend to provide only a generalized, or non-specific, understanding
of the problem. Because they deal with many clients at once, PR agencies may only
understand the general problem that their individual clients are facing without
knowing the entire scope of the problem, which could lead to unsatisfied consumers
and the public.
• Another disadvantage is a PR agency's investment of time. PR agencies often charge
clients according to their time worked. If PR agencies are unable to fix the problem
quickly, then there is the possibility that more time is needed, which equals more
money paid.
Modes of PR

Public relations practi ce, as represented by the four public relations models, also
represent ethical development in public relati ons.

Grunig and Hunt identi fied four models of public relations that progress from an
elementary method of public relations to a more sophisticated practice.

The models from basic to sophisti cated include press agentry/publicity, public
information, two-way asymmetrical communication, and two-way symmetrical
communication.

Each model represents a specifi c ethical orientation that when considered collectively
illustrates the ethical development of public relations.
              
Modes of PR
Media Handling
• Media relations in PR is all about building relationships with members of the press.
It typically refers to the mutually beneficial relationship between journalists and
public relations professionals.
• In the last decade, communicators have gone from a single large-push channel (press
releases) to dozens of options to reach journalists. Social media channels are the
most used outside traditional PR channels, but even niche platforms offer access to
journalists. With all this pitch machinery, communications professionals are prolific
pitch engines.
• Incorporating media relations in your PR strategy unlocks a myriad of opportunities
for your brand. When you are quoted online, the journalist includes a direct link to
your content and possibly, your website. This will then drive considerable traffic and
boost your search rankings. Over time, you expand your reach and strengthen brand
awareness.
Steps for Handling media

• 1. Know the news

• For starters, you’ll want to know your news inside and out. Nothing can be more frustrating and
annoying to a reporter than getting a call or an email from someone who only knows half the story,
especially when the reporter starts asking questions that you don’t know how to answer. Not only will
this be a waste of time on both ends, but it will discredit you as a future source of information for that
reporter.
• 2. Make contact
• Do your research before you begin contacting the media. What reporters would be most interested in
your news? Not only will this make things easier on you, as you are most likely to get a positive
response from a reporter who covers this particular area, but it will earn you some credibility and will
perhaps result in the reporter calling you in the future for other stories.
• 3. Use the right approach
• How do the reporters on your list prefer to be contacted? Remember that reporters are most always
working on a deadline, so making a phone call that would ultimately cause that reporter to step away
from their work may not be the best idea. A better approach may be to email a general letter and
accompanying information, perhaps in the form of a press release, that highlights and simplifies the
news you have to share.

• 4.  Make yourself available

• When a reporter expresses interest in your news, make yourself and/or your expert sources
available. Imagine the frustration that can be felt when, after you pitch a story, the source for
the story has gone out of town or is busy in meetings all day. You don’t want to lose your
window of opportunity, so know your source’s schedule of availability beforehand so you can
coordinate the interview accordingly.
• 5. Work smartly
• Likewise, be sure to get back to the reporter in a timely manner, preferably within the day,
even if it is only to say that you are working on the request and will be getting back to him
within a specified timeframe. This lets the reporter know that you are actively working on the
request and that you have not forgotten about it. If too much time goes by before you get back
to that reporter, he may begin work on something else and you may have lost your
opportunity.
• 6. Timing is everything
• An important component of any good media relations campaign is timing. If there are several pieces to a
story, make sure they are all in place before pitching it. If anything is in doubt, or you do not feel right
about something, follow your instinct and resist the urge to pitch the story until everything falls into
place. Remember, it is your credibility and reputation on the line.
• 7. Educate your clients
• Remember that media relations is not advertising, though many unfamiliar with the field may confuse
the two. Though a paid advertisement is a guaranteed media placement, a story told by a reporter offers
much more. Not only is there no cost involved, but a story offers credible sources, elaborated
information, and is not constrained to advertisement space. Be sure to educate your client on the
differences between the two and the huge payoff that can come from a positive story in the newspaper,
on a popular website, or during the evening news.
• 8. Honesty is the best policy
• Finally, as with most things in life, honesty is your best policy. The last thing you want to do is get
caught in a lie by a reporter. Not only will it put you in a bad light, but that reporter may have doubts
about working with you in the future. Be honest and upfront about everything having to do with the
story. Be approachable. If you go above and beyond your typical day-to-day duties to help a reporter,
they will remember that effort and likely consider you a valuable source by calling on you in the future.
Crisis Management in Public Relation

• Crisis management is the communications management function used to convey accurate

facts and data to the general public and to specific publics during a crisis situation in order to
prevent or minimize negative publicity that could adversely affect the success of the
company.

• Crisis management public relations can make or break your company during a crisis event.
Whether you know it or not, your business is vulnerable to a diverse range of unexpected
threats, any one of which can severely damage your reputation and have a potentially
devastating effect on revenue, customer acquisition, loyalty, and other important business
outcomes.
The Need for Crisis Management Public Relations

• Although PR crises aren’t inevitable, they can be unavoidable. Through no fault of your own, it’s possible that your
business will suddenly experience an event that generates negative press, publicity and social media mentions.
• Some of the types of events that can catalyze a need for crisis management public relations include:

 Lawsuits and Legal Actions

 Community- or Government-Based Challenges

 Product Availability Issues

 Product Flaws

 Recalls and Accidents

 Key Customer Defections

 Labor Relations Challenges

 Loss of Key Executives

• By helping your organization establish a framework for crisis management public relations in advance, Walker Sands
can significantly reduce potential damage to your brand and transform a crisis event into an opportunity for the
distribution of positive brand messaging.
Components of Effective Crisis Management Public Relations

• Savvy PR professionals understand that there is no magic bullet in successful crisis

management public relations. Instead, the best public relations strategies leverage a multi-
pronged approach that addresses several essential components of effective crisis management
public relations.
• Planning. Strong planning is the foundation of good crisis management public relations. By
forecasting possible crisis scenarios and proactively designing response plans ahead of time,
Walker Sands can equip your company with sophisticated and nuanced responses to a range of
crises.
• Training. In a crisis, both internal and external audiences will look to your company’s
management team for answers. Crisis management public relations training provides your
management team a foundation in crisis management techniques and equips them to
intelligently respond in a manner that mitigates damage to your company.
Components of Effective Crisis Management Public Relations

• Execution Assistance. In the event of an actual PR crisis, you need strategic advice

and counsel from experienced PR professionals. The best crisis management public
relations firms offer hands-on assistance to guide your business through the event
and post-event recovery.
• No one expects to experience a PR crisis. But in business, serious events can and do
occur. Crisis management public relations. insulates your company from the negative
consequences of these events, allowing you to move past the event as quickly as
possible.
Types Of Crisis

Crises can be divided into three categories:

• 1. Creeping Crises – foreshadowed by a series of events that decision makers don’t view as
part of a pattern.
• 2. Slow-Burn Crises – some advance warning, before the situation has caused any actual
damage.
• 3. Sudden Crises – damage has already occurred and will get worse the longer it takes to
respond.
• It is not uncommon for what seems to be a sudden crisis to have actually, fi rst, been a
creeping crisis that was not detected. Appropriate measures, early in the process, can often
prevent or, at least, minimize the damage from slow-burn and sudden crises.
Issue Management

• Issues can be the warning signs that a crisis is possible. And issue management can be
regarded as a powerful tool for crisis prevention. In fact a crisis has been known to be
described as an issue that WASN’T managed.

• According to the Institute for PR, issues management is an anticipatory, strategic management

process that helps organizations detect and respond appropriately to emerging trends or
changes. These trends or changes could crystallize into an issue, which could raise
the attention and concern of important publics and stakeholders.
• In lieu of having an "issues" crystal ball, PR professionals actively monitor and assess trends
and developments within their client's respective industry to evaluate if a plan of action needs
to be developed.
Interchangeable nature of Issue & Crisis management

1. Choice
• Crisis: Fewer options and the choices continue to decrease as the crisis  continues
• Issue: More time to explore all possible choices, weigh pros and cons and make an informed
decision
2. Certainty
• Crisis: Need to make decisions without knowing all the facts
• Issue: Time to thoroughly research, gather and analyze information
3. Urgency
• Crisis: Under pressure to make a decision on the spot
• Issue: Time to fully assess and make the best decision
4. Cost
• Crisis: Cost is no object when trying to save your business
• Issue: Can evaluate options and choose the most cost-effective plan of action

5. Continuity
• Crisis: Daily activity is consumed by the crisis, which could disrupt business
• Issue: Managed during regular office hours and it is business as usual

6. Time
• Crisis: All crises eventually come to an end, but financial and reputational impacts could linger
• Issue: Issues can extend for months, year or decades

7. Impact
• Crisis: Possible threats to health, property, environment, etc.
• Issue: Possible threats to market share, financials and reputation

8. Outcome
• Crisis: Minimize damage to the business and help it survive
• Issue: Work toward positive outcome by identifying and addressing issues early