Public

Relation

By:- Paresh Patil, Nikhil Bhandari, Mukul Mehta, Manish Chaudhary, Prince Poswal & Prince Raj
 INTRODUCTION
● “A strategic management function that adds value to an organization by helping it
to manage its reputation.” -The Chartered Institute of Public Relations.

● Public Relations (PR) refers to the strategic communication process that organizations
use to establish and maintain mutually beneficial relationships with various stakeholders,
including the public, media, customers, employees, investors, and the community at large.

● In marketing management, Public Relations (PR) plays a crucial role in shaping brand
perception, managing communication strategies, and maintaining a positive brand image.

Building Relationships Storytelling

Creating and maintaining relationships with Crafting narratives to share important messages
stakeholders through effective communication. and information with the public.
 EXAMPL
E
Tata Group:
Tata Group, has consistently employed
PR strategies to maintain a positive
image and communicate its initiatives
effectively. One standout aspect of Tata's
PR efforts is its commitment to corporate
social responsibility (CSR). The Tata
Trusts, have undertaken numerous
philanthropic initiatives across India,
focusing on education, healthcare,
rural development, and more. These
initiatives not only benefit society but
also enhance the group's reputation and
credibility.
 TYPES OF PUBLIC RELATION
Media Relations:
01 Managing relationships with journalists,
bloggers, and media outlets to secure
positive coverage and manage the
organization's public image through
earned media.
Purpose: Influence public perception
through media channels.

Example :
Netflix's Media Engagements - Netflix
strategically collaborates with media
outlets, journalists, and influencers to
promote new content releases. They
provide early access to shows and engage
in media interviews, generating buzz and
positive coverage.
 TYPES OF PUBLIC RELATION
Government Relations (Public Affairs):
02
Managing interactions with government
bodies, policymakers, and legislative
institutions to influence public policy and
regulatory decisions.
Purpose: Advocate for the organization's
interests in government policies.
Investor Relations:
03
Facilitating communication between a
company and its investors or shareholders to
ensure transparency and disseminate financial
information.
Purpose: Maintain a positive relationship
with investors and attract potential
stakeholders.
Example :
Uber's Public Policy Engagement -
Uber engages in public policy
discussions and regulatory matters in
various countries to advocate for
ridesharing regulations that favour their
business model.
Example :
Disney's Shareholder Meetings -
Disney's annual shareholder meetings and
comprehensive financial reports serve to
engage investors, offering insights into the
company's performance and future plans.
 Community Relations:
04
Engaging with local communities,
supporting social causes, and
participating in community initiatives
to build positive relationships.
Purpose: Enhance the organization's
standing and goodwill within
communities.
Corporate Communications:
05
Focusing on internal and external
communications to convey a consistent
corporate message and maintain the
organization's reputation.
Purpose: Align internal and external
messaging to reflect the company's values
and goals.
Example :
Nike's Brand Campaigns - Nike's
campaigns often focus on empowerment,
athleticism, and breaking barriers. Their
ads featuring athletes from diverse
backgrounds align with their brand values
of determination and achievement.
Example :
LEGO's Community Engagement
LEGO engages with fans and
communities through events, online
forums, and partnerships, nurturing
a strong community around its
brand.
 OBJECTIVES OF PUBLIC RELATION
Supporting Product Launches: Creating Awareness:
Before and during product It helps in creating awareness
launches, PR generates buzz, and understanding about a
creates anticipation, and brand, product, service, or
provides information to the individual, ensuring that the
public and media, maximizing public has a clear understanding
the impact of the launch. of what's being represented.

Influencing Opinion: Driving Engagement:

It aims to influence public Engaging with the
opinion in favour of the Corporate Social Responsibility audience is crucial. PR
organization or individual (CSR): Communicating the helps in initiating and
by communicating company's CSR initiatives and maintaining two-way
messages effectively. commitments to social causes, communication, and
demonstrating a sense of organizing interactive
responsibility and contributing events.
positively to society.
 OBJECTIVES OF PUBLIC RELATION
Financial Communication: Crisis Communication:
To ensure transparent and Handling negative publicity or
effective communication with crises effectively to protect the
the financial community, brand's reputation and minimize
including shareholders, analysts, the impact on consumer
and investors, to convey the perceptions.
company's financial
performance and strategies.
Supporting Sales Objectives: Market Expansion and
PR activities can complement Penetration: Using PR
sales efforts by creating a Managing Reputation: to support market
favourable environment, PR works to protect, enhance, and entry strategies,
influencing customer decisions, maintain a positive reputation for the penetrate new
and generating leads or entity it represents. This involves markets, and increase
inquiries. crisis management, addressing the company's
negative publicity, and promoting visibility and
positive stories. acceptance in diverse
 FUNCTIONS OF PR
Event Management :​
Organizing and executing events to promote
the brand, products, or causes, fostering
relationships and generating publicity.​
Activities: Planning and executing events
such as product launches, sponsorships, and
industry conferences.​
Crisis Management:
It means handling and mitigating the impact of
crises or negative events that could harm the
organization's reputation.
Activities: Developing crisis communication
plans, providing timely and transparent
information, and managing the organization's
response during emergencies.
Example:
Elon Musk's active engagement on
platforms like Twitter serves as a unique
form of media relations. His direct
communication with the public and media
often shapes the narrative around Tesla and
its products.
Example :
Airbnb navigated the challenges posed by
the pandemic by implementing flexible
cancellation policies, offering support to
hosts and guests, and communicating
proactively about safety measures, which
helped manage the crisis effectively.
 FUNCTIONS OF PR
Stakeholder Relations:
Building and nurturing relationships with
various stakeholders, including customers,
investors, employees, government bodies, and
industry influencers.
Activities: Engaging stakeholders through
tailored communications, addressing their
concerns, and maintaining a positive rapport.
Social Media Management:
Leveraging digital platforms to engage with
the audience, manage the brand's online
presence, and respond to feedback.
Activities: Creating content, engaging with
followers, addressing inquiries, and
monitoring online conversations.
Example: Tesla's Engaged Community -
Tesla has a passionate community of
supporters, including customers,
shareholders, and advocates who actively
engage with the brand, providing feedback
and promoting the company.
Example: Starbucks-
They encourage customers to share their
Starbucks experiences using hashtags like
#Starbucks or #StarbucksRewards. They
engage in conversations, share user-
generated content, and respond to customer
feedback, building a sense of community
around their brand.
 FUNCTIONS OF
Internal Communications: PR​
• Purpose: Facilitating effective
communication within the organization to
align employees with the company's
goals, values, and objectives.
• Activities: Internal newsletters, intranet
communications, organizing town hall
meetings, and facilitating feedback
mechanisms.

Example 1: IBM
They have "Think Academy," an online
learning platform, and internal social
networking tools for collaboration and
information sharing.
 Successful Public Relation
Magnum's "Pleasure Patrol":
In 2013, Magnum, a premium ice cream brand,
launched the "Pleasure Patrol" campaign in India.
The campaign aimed to position Magnum as a
luxurious and indulgent treat. They organized
events and promotions in major cities, creating an
aura of exclusivity and luxury around the brand.

What made it successful?

Celebrity Endorsements: They collaborated
with Bollywood celebrities and influencers,
leveraging their star power to associate the brand
with luxury and indulgence.
Social Media Engagement: The campaign
utilized social media to engage consumers,
encouraging them to share their Magnum
experiences online, amplifying the brand's reach
and visibility.
 Successful Public Relation
Dettol's "Banega Swachh India":
Dettol, a leading hygiene brand, launched the
"Banega Swachh India" campaign in
collaboration with NDTV in 2014. The campaign
aimed to raise awareness about sanitation and
hygiene practices across India, emphasizing the
need for cleanliness to prevent diseases.
What made it successful?
Partnerships and Collaborations:
Dettol collaborated with media
outlets, NGOs, and government
bodies to amplify the campaign's
reach and impact.
Educational Initiatives: The
campaign included educational
programs and initiatives to educate
people, especially in rural areas,
about the importance of hygiene and
sanitation.
Celebrity Endorsement: It roped in
influential personalities to lend their
support and credibility to the cause,
engaging a wider audience.
 Unsuccessful Public Relation
1. Pepsi's Protest Ad:
In 2017, Pepsi faced criticism for an ad featuring What Happened:
Kendall Jenner that attempted to portray unity by Backlash: The ad was widely
handing a Pepsi can to a police officer during a panned for its insensitive portrayal
protest, but it backfired them. of social movements, with
accusations of using activism for
commercial gain.

Apology: Pepsi quickly withdrew

the ad and issued an apology,
acknowledging the mistake and
expressing regret for missing the
mark in addressing sensitive
issues.
 Unsuccessful Public Relation
2. Amazon's Working Conditions Criticism:
Amazon has faced ongoing criticism regarding
the working conditions in its warehouses and
treatment of employees, including reports of
work environments, insufficient breaks, and
issues related to employee safety.

What Happened:
Media Exposes: Several media outlets
published investigations and reports highlighting
alleged harsh working conditions, which led to
debates on labour practices.
Responses and Reforms: Amazon responded
by defending its practices but also introduced
changes such as raising minimum wages and
improving safety measures in response to the
criticisms.
Thanks