PUBLIC

RELATIONS IN
PAKISTAN
6.53

Lecture 9
Baila Aftab
CONTENTS

• Introduction
• PR history in Pakistan
• Public Relations in Pakistan
• Internal and External PR
• Conclusion

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 A VARIETY OF DEFINITIONS
 Public relations (PR) is the way organizations, companies and individuals communicate with the public
and media.
 A PR specialist communicates with the target audience directly or indirectly through media with an aim to
create and maintain a positive image and create a strong relationship with the audience.
 The aim of public relations by a company often is to persuade the public, investors, partners, employees, and
other stakeholders to maintain a certain point of view about it, its leadership, products, or of political
decisions.
 Public relations can also be defined simply as the practice of managing communication between an
organization and its publics

How to get people to believe things and do things

FUNCTIONS OF PR
 Promoting goodwill

 Promoting product, service, corporate image

 Corporate communications

 Lobbying (trying to influence an issue)

 Counteracting negative publicity

INTRODUCTION

LIKE ITS DEFINITION, THERE IS NO UNIVERSALLY AGREED HISTORY OF

PUBLIC RELATIONS. SOME PEOPLE BELIEVE THAT THROUGHOUT

CIVILIZATIONS THERE HAVE BEEN MEN AND WOMEN WHO WERE

SKILLED IN PRACTICE OF PUBLIC RELATIONS.

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 PR HISTORY
• Areas that are now constituting Pakistan, PR was practiced in one
form or another even thousands of years ago

• Rulers of South Asia made use of rocks and especially constructed

monuments to highlight their achievements, used this as
communication channel Proofs are available in the form of decrees on
the rocks

• The main purpose of these carvings on rocks/monuments was the

desire of the ruler to keep a constant channel of communication, and
thus sustained understanding, with the public
• The words of wisdom and Achievements of some rulers of the
bygone days can be seen carved on some rocks near Mansehra,
Gillgit and other areas in the northern Pakistan even to day.

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 MUGHAL ERA
Muslim rulers of South Asia sub- continent The scribes worked directly under the ruler
had appointed Waqa-i- Nawees (scribes)
and also reported to. him on the conduct and
throughout India for keeping them
general, behavior of the provincial/regional
informed about the opinions of the public
governors/officials, including army
and also about the general state of affairs in
the country. commanders

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PUBLIC RELATIONS IN BRITISH RULE
The public relations activities, took roots in the beginning of the twentieth century when some British firms used PR techniques to build-
up a good image of their organizations and to boost up the sales of their products

Earlier, the British Government in India had established Public Relations offices at the Provincial level to keep the public informed about
the official policies, welfare schemes and development plans launched by the government, while at the same time keeping itself fully
informed about the views and reactions of the public to various official policies/ measures

The Provincial Public Relations/Information Departments also performed protocol functions, administered the Press Laws and issued
official advertisements

During the World War II, a gradual and systematic beginning of the official PR activities begins at central level

The colonial government decided to set-up an Inter-Services Public Relations Directorate (ISPR) for motivating the natives to join the
Armed Forces and, for keeping up the esteem and morale of the Indian soldiers in the British Army. Later,- Press Information Department
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and the Department of Advertising, Films and Publications were set-up at the center. 9
PR in Commercial Companies in Sub-
continent
 STATUS AFTER INDEPENDENCE
A brief account of the pr/publicity network that now exists in Pakistan, along with its activities, is

given under two separate headings.

Official PR 1. Internal PR Unofficial PR

2. External PR

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 INTERNAL PUBLIC RELATIONS

Press Information Directorates of Film Pakistan

Department and Publications National Centre

Pakistan elevision
Directorate of Radio Pakistan
Corporation
Research and
Reference

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PRESS INFORMATION DEPARTMENT
• Effective department of the government it projects the policies,
plans and development efforts of the government
• Keeps a constant liaison with the newspapers/magazines and the
working journalists
• It is responsible for release of official advertisements, conducting of
research, preparation of initial drafts for the speeches to be
delivered by the head of the state (president) and the chief executive
of the country (prime minister)
• It prepares a daily press summary, containing important news
reports and editorial comments/columns/articles/letters to the
• Editors on matters of national significance, for circulation amongst
the top -hierarchy of the country
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DIRECTORATE OF FILMS AND PUBLICATIONS
(DFP)

• It specializes in the preparation of • DFP is not one of the main sources

documentaries, news for printing and supplying
documentaries, news reels and all information, including pictorial
sorts of documented material on both within and outside country
issues of national significance

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 DIRECTORATE OF RESEARCH AND REFERENCE

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 RADIO PAKISTAN

Pakistan was converted into a corporation on 19th of December, 1972

Pakistan was converted into a corporation on 19th of December, 1972

This is one of the main PR/publicity organs of the state in a country where over 70
This is one of the main PR/publicity organs of the state in a country where over 70
percent people are illiterate.
percent people are illiterate.

It broadcasts news bulletins in national and regional language? And also programs
It broadcasts news bulletins in national and regional language? And also programs
aimed at creating a better awareness amongst people about various issues.
aimed at creating a better awareness amongst people about various issues.

Source of entertainment for a large majority of the people, particularly those living in the
Source of entertainment for a large majority of the people, particularly those living in the
rural areas of Pakistan.
rural areas of Pakistan.

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 PAKISTAN TELEVISION CORPORATION
The corporation is entirely a
government
controlled/owned company.
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Over the years television in
Pakistan has emerged as the
most powerful medium for
bringing about the desired
change
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In the attitudes of the people
through its programs the
PTV enjoyed a monopoly till
1990.
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MISCELLENEOUS DEPARTMENTS

• Notable among such bodies are

• WAPDA, PTDC, TDCP,PIA, STATE BANK, IDBP, PICIC, ADBP, CDA, KDA, PAKISTAN

RAILWAYS, PAKISTAN STEEL, STATE CEMENT CORPORATION, OGDC, SUI

NORTHERN, AND SOUTHERN COMPANY, SEED SUPPLY CORPORATION OF

PAKISTAN, ATTOCK OIL COMPANY, POPULATION PLANNING, NATIONAL

SAVINGS DIRECTORATE AND NATIONAL HIGHWAY AUTHORITY ETC.

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EXTERNAL PR/PUBLICITY

• The basic aim of external PR/publicity is to project abroad a positive image of the country, its people
and culture as well as to create an increased awareness about Pakistan’s policy goals, its endeavors for
socio-economic development and for promoting peace within and outside.
• Though it is not the main objective, but efforts are also made for attracting foreign investments in
Pakistan, boost-up tourism and sale of Pakistan products.
• It is the responsibility of the Ministry of Foreign Affairs and Pakistanis missions abroad to maintain,
at official level, an overall good image of the country. But it is imperative that cordial friendly
relations that exist between Pakistan and other governments be diversified to their mutual benefits so
that a reflection of good relations is found in all walks of life. This vital job is handled by the External
Publicity Wing (E. P. Wing) of the Ministry of Information and Broadcasting through its over 20
Information Sections abroad.

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PUBLIC RELATIONS OF PRIVATE SECTOR

 In Pakistan, PR in private sector is still in its infancy. Most of the medium and small-size
business/trade/industrial companies do not have a well-defined PR programmed.
Wherever PR outfits exist emphasis seems to be on cheap publicity and fostering
friendship with the representatives of the media.

 PR officials of some companies also get commercial films prepared, release advertisements
to the friendly newspapers/journals and print leaflets, booklets, brochures, annual reports
and house journals etc.

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 THANK YOU

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