INTRODUCTION TO PUBLIC RELATIONS AND

IT’S OBJECTIVES

Public relations, commonly known as PR is the practice of deliberately managing the

spread of information between an individual or an organization and the public. Public
relations may include an organization or individual gaining exposure to their audiences
using topics of public interest and news items that do not require direct payment. This
differentiates it from advertising as a form of marketing communications. Public
relations are the idea of creating coverage for clients for free, rather than marketing or
advertising. But now, advertising is also a part of greater PR Activities. An example of
good public relations would be generating an article featuring a client, rather than
paying for the client to be advertised next to the article. The aim of public relations is to
inform the public, prospective customers, investors, partners, employees, and other
stakeholders and ultimately persuade them to maintain a positive or favourable view
about the organization, its leadership, products, or political decisions. Public relations
professionals typically work for PR and marketing firms, businesses and companies,
government, and public officials as PIOs and nongovernmental organizations, and non-
profit organizations. Jobs central to public relations include account coordinator,
account executive, account supervisor, and media relations manager.

Public relations specialists establish and maintain relationships with an organization's

target audience, the media, relevant trade media, and other opinion leaders. Common
responsibilities include designing communications campaigns, writing news releases
and other content for news, working with the press, arranging interviews for company
spokespeople, writing speeches for company leaders, acting as an organisation's
spokesperson, preparing clients for press conferences, media interviews and speeches,
writing website and social media content, managing company reputation (crisis
management), managing internal communications, and marketing activities like brand
awareness and event management. Success in the field of public relations requires a
deep understanding of the interests and concerns of each of the company's many
stakeholders. The public relations professional must know how to effectively address
those concerns using the most powerful tool of the public relations trade, which is
publicity.

Some of the tactics and techniques used in this field by PR professionals are:

 Financial public relations – communicating financial results and business

strategy
 Consumer/lifestyle public relations – gaining publicity for a particular product
or service
 Crisis communication – responding in a crisis
 Internal communications – communicating within the company itself
 Government relations – engaging government departments to influence public
policy
 Media relations – a public relations function that involves building and
maintaining close relationships with the news media so that they can sell and
promote a business.
 Social Media/Community Marketing - in today's climate, public relations
professionals leverage social media marketing to distribute messages about their
clients to desired target markets
 In-house public relations – a public relations professional hired to manage press
and publicity campaigns for the company that hired them

STEPS IN A PUBLIC RELATIONS CAMPAIGN

Effective public relations require a knowledge, based on analysis and understanding, of

all the factors that influence public attitudes toward the organization. While a specific
public relations project or campaign may be undertaken proactively or reactively (to
manage some sort of image crisis), the first basic step in either case involves analysis
and research to identify all the relevant factors of the situation. In this first step, the
organization gains an understanding of its various constituencies and the key factors
that are influencing their perceptions of the organization.
In the second step, the organization establishes an overall policy with respect to the
campaign. This involves defining goals and desired outcomes, as well as the constraints
under which the campaign will operate. It is necessary to establish such policy
guidelines in order to evaluate proposed strategies and tactics as well as the overall
success of the campaign.

In step three, the organization outlines its strategies and tactics. Using its knowledge of
the target audiences and its own established policies, the organization develops specific
programs to achieve the desired objectives. Step four involves actual communication
with the targeted public. The organization then employs specific public relations
techniques, such as press conferences or special events, to reach the intended audience.

Finally, in step five the organization receives feedback from its public. How have they
reacted to the public relations campaign? Are there some unexpected developments? In
the final step, the organization assesses the program and makes any necessary
adjustments.

However, there is no any hard and fast rule that all these steps are followed every time.
Every company is different from the other, they have their own sets of values and
morals and a unique image and company policy that they have to abide by while dealing
with crisis or any event that needs the help of Public Relations.

For example, a company dealing in apparel and a company dealing with consumables
will have vastly different approach to their campaigns as their target audience is
different just like the products, they are dealing in.
PUBLIC RELATIONS FOR SMALL BUSINESSES

In today’s world, where the public are aware and conscious about their wants and needs,
a company needs to be very mindful of not only their products but their image which
can make or break their entire marketing strategy. The big companies are not the only
ones who need the help of PR to boost their company and their functions but smaller
companies can benefit from the help of strategic PR even more.

Public relations is not just for large corporations—even a small business benefits from
good public relations. To have good public relations does not mean they need to hire an
expensive PR firm. To develop a plan, they have to think about their audience. This
includes more than just customers. Additional members of their audience may be local
media or employees. Using these additional resources to communicate their message
will seriously boost their reputation and image.

Not shying away from media, but instead using it as another tool to communicate and
reach a larger audience. By hearing positive information from a third party, consumers
are more likely to engage in communications with your business. If an employee enjoys
working for a company, that person may tell others about the good work of their
business. The internal communications are just as important as the external
communications.

Also, thinking about how the audience wants to communicate with the company and
receive information. The message must be timely and well thought-out to impact
audience. They have to be sure to include a crisis communications strategy in the plan.
In a crisis, PR can go a long way to show the public that the company is open and
honest. How one handles a crisis will determine how the business or brand is viewed in
the aftermath.
 MY INTERNSHIP EXPERIENCE
I had no previous industry experience and hence was very excited to go into the real
world to get some knowledge. Due to not having any real experience I did have a lot of
assumptions that moulded the way I thought and assumed how my eight weeks would
like. Needless to say, a lot of those turned out to be completely wrong and I was thrown
into a loop from the very first week but due to the extreme cooperation of my guides
and everyone involved in the internship placements, I was able to get back on track and
continue. Without their understanding however, the entirety of those eight weeks would
have been not only tough but I could even go on to say almost futile if not for their kind
intervention.
I was very interested in the field of Pubic Relations since the beginning and it was only
enhanced by the knowledge that was provided to us by our respected Madam Padmaja
Tamuli, who had taught us about this subject. When the opportunity for internships
arose, I had my mind set on getting an internship in that very field of PR and for that I
first approached the company Pantaloons Fashion and Retail which functions under the
parent company Aditya Birla Group.

I was called for an interview by the HR Manager while the Talent Manager was present
and I was overjoyed when they announced that I could intern for them since they were
planning on coming out with another version of their In-House Journal, which I could
help with. I had always heard about the house organ and was very happy to know that I
would be doing something useful for the coming weeks with a hugely reputed brand.

After taking my exams and almost a month since my interview with Pantaloons, I was
ready to start interning at my first company. I was beyond scared and nervous but my
first day was rather amazing.

I joined on the 27th of May, 2019. As I went into the office, I was asked to make my
card for which they needed my details like my Name, Blood type and my Birthdate,
which happened to be 27th of May and as soon as they saw that, they asked me to come
back the next day and start from 28th.

The next day I was called by Mr. Kankan Bose, The HR Manager and he let me know
that the PR officer actually performed in a way that He would be travelling from one
regional office to the other and that the PR manager had already left for another region
in the North, which threw me off track and I was lost. I was assured by the Talent
Manager that they still had duties for me, the duties might not have been as big as
helping with the house organ but still I would be needed and they would try to give me
as much experience as possible. I remained rather positive as the seniors and guides
were extremely nice and very helpful, always giving me advice and including me as
much as possible in the tasks.

However, very sadly all that I had thought about what an intern’s usual day would look
like, turned out to be fiction and I found myself very worried and frustrated that I did
not have much work to do at all and I was not really learning anything that I could
proudly present in my Weekly Progress Report.

The first few days of the week I wrote a lot of Birthday mails and made small
presentations about their weekly mail called “Fitness Fridays”. I was made aware of the
entire company policies and I also did some Pulse Check for a lot of Regional
Pantaloons retail stores. I had extremely less work to do and would find myself sitting
idle for many hours and I started feeling frustrated and useless while watching others
around me work and not having anything to do.

I knew it was all my fault since I had gotten this Internship by myself but I knew our
faculty and our course leaders would be kind enough to understand that I made a
mistake and would let me make up for it. I was extremely nervous that by the end of the
eight weeks I would not have much to fill my Weekly Progress Reports and it would not
only affect my final marks but also, I would be wasting a lot of the valuable time if I
didn’t try to change institutions. It was very bad case of bad timing for all of us however
this was a huge inconvenience for my faculty, The IIC and especially our respected HOI
Sir Mr. Rajesh Sisodia and my respected faculty guide Madam Rupali Saxena
Bhattacharjee, all of whom were so helpful and I am so grateful to them.

I approached them with my concerns at the end of the week and due to all of them being
extremely understanding and helpful my wish was even granted which led me to accept
the position as an intern for another company called RKZ Hotels and Resorts Pvt Ltd. I
had an interview with them however, I could not join them since I was accepted by
Pantaloons but when I approached them again, they were very welcoming and accepted
me as a intern.

The Managing Director, Mr. Khalequr Zaman was extremely hospitable and kind and
assured me that they would try to give me as much opportunity as possible to gain
experience and even told me personally about all his other ventures where I could lend
my help. Mr. Khalequr informed me that he was into the business of Real Estate,
Automobiles and recently had invested his funds and time into a new production house
which was involved in making of a Web Series and was kind enough to even show me
bits of it. This was all very exciting to me and I was already very hopeful about working
for them. He informed me that I would be working for one of his properties that was
located in Kaziranga, Assam, which was actually closed then for the season as the
Kaziranga Wild Life sanctuary stayed closed for a few particular months during which
time they worked from Kolkata, where he lives now and devoted his time in his other
ventures simultaneously.

He also mentioned that due to these down times of the property in Assam, it was a
hassle for him to concentrate on other ventures while still putting his funds into that
property which was essentially not bringing any profit for the months when the tours
were not happening due to off season and so he was planning on merging his property
with another company which was entirely dedicated to this industry unlike him. I even
spoke to the Accounts Director, Mr. Utpal Banerjee who also helped me understand the
entire ordeal even more. This merger would need a lot of work and a lot of planning
which is why they were looking for interns to help. This transparency, really made me
feel confident about the coming weeks that I would spend working for them. However,
regretfully I am not allowed to disclose the company that they are merging with as of
now since the entire process will only be finalised after the annual board meeting, for
which I helped ultimately in planning and organizing the material that was asked of me.

I joined RKZ Hotels and Resorts Pvt Ltd as a PR intern from 1st June, 2019 and was
briefed about my duties and timing the very first day. The environment was much more
friendly and homey than Pantaloons as this company was much smaller and a privately-
owned organization where the boss was always present and working alongside his other
handful of employees. This was a little intimidating in the beginning but within a week I
was able to fully settle in. I was never made to feel inferior when asked about how to go
about an activity and it made a world of change and gave me more conviction to work
harder for them.

During my time with them, Mr. Khalequr had offered me multiple times to visit the
actual property that I was mainly working for, The Green Village Resorts in Kaziranga,
Assam which I had to regretfully decline because I had not informed the IIC or my
Faculty Guide that I would have to travel for this internship and I did not want to create
another inconvenience for them if I could help it.

I started off my internship by contact the other Board member and introducing myself
and then following it with an email to all the key personnel. The entire first week was
spent planning about the merger and what could be done to better the condition of the
resort physically and visually and also going through all old documents and organising
them so that when the time came for the Annual Meeting and ultimately the merger, the
transition would be as smooth as possible. The first week was pretty slow and I did not
have as much to do and I even got a holiday but I was already learning a lot from even
lunch time conversations with my seniors and especially my extremely friendly boss.

By the second week, I was completely involved in the works of the company and I was
going through reviews and feedback posted on host travel sites which were partnered
with RKZ Hotels and Resorts, especially for the Green Village Resorts and started
recording these feedbacks from previous guests and the views for keeping them in
official records to be presented in the meeting with the MD and the AD. All the while
the meetings with the Accounts Director was spent thinking of most effective ways to
make the Resort more visually appealing and work on the negative feedbacks received.

I pitched ideas to better the online presence of the Resort but unfortunately I was not
able to work on the online social media aspect of the property as they suspended those
till the merger was complete and the other company would take over that aspect with
their professional team to build it and personalise it their way. In between all of these, I
also contacted all the employees that were currently working at the resort to ask them
about how the resort looks, what could be added, what could be taken away and what
was needed. I was also looking into events that the company could carry out after the
off season was over in order to promote the new face of the Resort. It was by the second
week that I realised that it was almost as if I was working for the launch of an entire
Resort and not just an existing entity which made it even more exciting as I finally felt
useful.

During my work with them I was never boxed into just one department and they
actually let me and included me into other aspects of the company where I was asked to
write a piece for the travel websites they would be partnering with after they provided
me with details of amenities that would be included. The second week I was a little
overwhelmed however coming back from work I felt like I was finally in an adult
situation where I was actually doing something good.

As the weeks progressed it got even more busy since they knew that I was not going to
be there for much longer so they obviously wanted me to help as much as possible in
the time I was there and since the company was rather small and private they did not
have many people working under them. I could not however bring myself to regret it
because everyday I was asked to do something new and not just stuck sending emails.

The following weeks I was heavily included in helping the creative team present in
Assam and also the team of the other company with whom RKZ would partner. They
would give me their ideas and their vision and I would actually be involved in making
posters and pictures that would be used for the promotion of this venture. The entire
work process of creating these pictures and posters was very fun and I really enjoyed it
and due to the fact that our professor Mr. Hira Sir had already taught us how to use
Photoshop and CorelDraw, which I was excited to finally use and show them that I
could do it. Not only posters and signage but I was also asked to work on gathering
information and design about a travel brochure that would help the guests get
information about the resort, it’s amenities and the Wildlife and activities of the
Kaziranga National Park. I was finally doing what I had always wanted to and it was an
amazing experience already. I would also talk to my boss and accounts director about
décor of the rooms and premises and budget for that. I would keep a close check on the
functions, vision and aesthetics of the Partnering company so that Green Village could
look their part by the time the merger came around. I was researching the weather, the
food, the wildlife, the activities and all aspects of the National park that could be put
into the brochure. Until now I had only seen these brochures when I visited hotels and
helped myself to them in order to gain information and now creating one that a lot of
others would actually read to get their information felt fantastic.

I spoke the present employees again and did a check about the work going on in the
premise and how everything was coming along, if anybody was not present who was
supposed to, the working of the other maintenance workers, etc. Even though I was very
excited about the brochure and how it would look, there were certain things that the
team conveyed to me that I could not put into my vision so I had to redo it a good few
times until it could be sent to the creative team in Assam to be finalised with the Boss
and then go into the main stage of being published. I was eve promised that when they
do publish it that I will get a copy of it as a keepsake which was very kind of them
however the same could not be said about the other brochure I was to create which was
brochure made for the professionals and mainly people involved in the merger which
were to include a lot of official statements, information and sensitive data that would be
helpful for the officials of the Partnering company who would be able to get easy access
to the data and statistics they need in that brochure. This was rather different form the
other brochures I had made and sadly it took me even more tries to make it look as
professional as possible since a lot of my initial designs were rather not suitable for a
professional environment.

A main duty I always had was going through reviews posted online on blogs and travel
booking sites about the Resort and noting down the pros and cons. I would especially
record the negatives pointed out by the guests and would have to let the General
Manager know about those particular issues and I would also have to let Mr.Zaman
know about it so that he could directly get in touch with the Manager. The feedback left
by the guests were also something I have had to look through various time while
pointing out the drawbacks and strong points about the resort while coming up with
plans for the resort with the other officials.

Mr. Khalequr Zaman actually asked me if I was willing to work not just for the Hotel
but also for his Production House which I immediately said yes to because the time
between the communication of the creative team and me was rather uneventful so I
helped Mr. Khalequr with planning a few events that he had in his mind about the
screening of his Web Series. It was very exciting as this media industry was something
that always intrigued me seeing as I am a Mass Communication student. I even wrote a
few press letter samples that he said would really help him when the time comes for the
events and I would not be there. This really boosted my confidence. My seniors were
amazingly supportive and always provided me with positive feedback which really
helped me a lot to work better.

The last few weeks were completely spent with planning for the Annual Meeting and
making more posters for the teams to post on their website and social media for which I
worked on Photoshop mostly and tried to perfect it until the MD approved of it.
The last week of working at RKZ, I was asked to work from home replying to emails on
behalf of the MD and contact a lot of people on behalf of the AD when both of them
had to urgently leave for Assam. On their return, we had a long meeting where I told
them about all I had worked on through out my seven weeks with them. I told them
about the files and how I had organised them, where they were located, and in what
order they were filed. I also informed them about how I had thought it was going to
progress so all the documents created in advance were explained how and what I made.
We also discussed exactly what I did with their guidance. By the end of the last week I
had to return the company password and information and make sure I had passed on to
them all company information that I had with me.

On the completion of the internship I was treated to lunch by my boss and even at that
time I got some really valuable advice from all my seniors and was told that if I needed
anything in the future I could visit them, which really meant a lot to me as it was my
first internship for which I was not the best they could have gotten but they trained me
and appreciated my effort and it felt unbelievably satisfying as an “employee”.
 OBSTACLES I FACED DURING THE
INTERNSHIP
Due to having no previous experience with internships, my entire assumptions were just
that, assumptions and derived from what I had heard from others. These had no base in
my reality and situation which led me to be disappointed in the very first week of my
internship.
I had gone into it thinking I would be worked to my bone and not given any rest and I
was completely prepared for that and so when the actual time came and it was the
complete opposite of what I had prepared myself for, I was really taken off-guard and
this resulted me in panicking over what I would present at the competition of my
internship.
My main problem was diverted from not having enough work to not having enough
work that I could present to my faculty and IIC and coming off as useless. I was scared
of coming off as the useless intern who did nothing and wasted valuable training period.
This scared me a lot which forced me to cause inconvenience for a lot of my resected
Professors, my HOI and IIC, all of who really did what they were not meant to do and
actually gave me an opportunity to right my wrongs. I can not express in words how
thankful I am for that.
However, on coming back from the internship and speaking to my other class mates, I
realised that a lot of them were treated to one menial work for weeks too and they
continued which made me realise that instead of thinking about the consequences I
should have carried on but I cannot bring myself to regret the move from Pantaloons to
RKZ, as I know I would not have gotten the experience that I have acquired from
working under Mr. Khalequr Zaman.
Being a student and putting off work for the last moment was my normal regimen until I
was thrown into the corporate world where the work is so dynamic that leaving out even
one work for later would cause me to completely be thrown off of my balance hence I
had to learn how to manage my time much more wisely in order to stay at par and be
able to comply to the orders given to me.
I had assumed that after making Presentations since really early would give me an
advantage when given the task was another misconception as the way I had been
making Ppts all these years were actually not appropriate for the official/ corporate
environment and I had to re learn how to make it look more professional and give up on
the childing aspects of it. Without this internship experience I would not even know
how to present myself in a professional environment and be taken seriously however
throughout this internship I have been taught and advised how to present my opinion,
facts and information in a much more adult way than I ever knew.
I had a lot of preconceived notions and delusions about how it works in the real
corporate world that were so far from the truth and this experience has taught me that I
was entirely wrong about that but it has also given me a new perspective on how it does
work.
A lot of my misconceptions about the PR department itself has been clarified and now I
have much more clear view of what it is. It has even helped me to understand if I
actually want to be a part of this department in the future and for that I could not be
thankful enough.
A major obstacle that I faced was being able to understand the vision that was being
communicated to me which at first I could not grasp well at all and ended up presenting
work that was according to my own vision but after re doing the project again and again
till it was accepted by the people in charge, I came to understand that how exactly they
wanted their vision to be expressed and I have taken my lesson from that. I have learnt
to take orders better than I ever did and that is something that I am thankful that my
boss never made me feel inferior while ordering me to do something which made me
more open to the idea of working as a subordinate to carry out the given tasks which
was rather unappealing to me earlier.
 COMPANY PROFILE- PANTALOONS

76.1 Introduction
The India Retail Industry is the largest among all the industries, accounting for over 10
per cent of the country’s GDP and around 8 per cent of the employment. The Retail
Industry in India has come forth as one of the most dynamic and fast paced industries
with several players entering the market. But all of them have not yet tasted success
because of the heavy initial investments that are required to break even with other
companies and compete with them. The India Retail Industry is gradually inching its
way towards becoming the next boom industry.
ADITYA BIRLA GROUP
A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It
is anchored by an extraordinary force of over 136,000 employees belonging to 42
different nationalities. The Group has been ranked Number 4 in the global ‘Top
Companies for Leaders’ survey and ranked Number 1 in Asia Pacific for 2011. ‘Top
Companies for Leaders’ is the most comprehensive study of organisational leadership in
the world conducted by Aon Hewitt, Fortune Magazine, and RBL (a strategic HR and
Leadership Advisory firm). The Group has topped the Nielsen’s Corporate Image
Monitor 2012-13 and emerged as the Number 1 corporate, the ‘Best in Class’ 50 per
cent of the Aditya Birla Group’s revenues flow from its overseas operations. The Group
operates in 36 countries – Australia, Austria, Bangladesh, Brazil, Canada, China, Egypt,
France, Germany, Hungary, India, Indonesia, Italy, Ivory Coast, Japan, Korea, Laos,
Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia, Singapore, South
Africa, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand, Turkey, UAE, UK,
USA, and Vietnam.
The Aditya Birla Group is an Indian multinational conglomerate named after Aditya
Vikram Birla, headquartered in the Aditya Birla Centre in Worli, Mumbai, India. The
Aditya Birla Group is the world’s largest producer of Viscose Staple Fiber industry. It
operates from India, Laos, Thailand, Malaysia and China. It owns the Birla Cellulose
brand. Apart from viscose staple fiber, the group also owns acrylic fiber businesses in
Egypt and Thailand, viscose filament yarn businesses and spinning mills in India and
South East Asia. The group has pulp and plantation interests in Canada and Laos. It’s
two companies i.e. Aditya Birla Nuvo Ltd. And Grasim Bhiwani Textiles Ltd. Which is
a subsidiary of Grasim Industries are in textile business.
Our Vision
To be a premium global conglomerate, with a clear focus on each of the businesses.
Our Mission
To deliver superior value to our customers, shareholders, employees and society at
large.
Values:
Integrity:
We believe in growth of the organization with the growth of our people.People are our
investors, partners (Vendors), employees, customers and stakeholders of the companies.
Commitment: Aditya Birla is a name known for higher value and good quality. We do
what we commit to our people.
Passion:
Our excellence in every field of business and promise to provide the best shows the
passion
of the organization.
Seamlessness: We work beyond limits; we go one step ahead of others to serve and to
benefit.
Speed: Growth is important but timely growth is the key to success. We believe to act
early.

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The
first
Pantaloons store was launched in Gariahat, Kolkata in 1997. As of November 2013,
there are
76 Pantaloons stores in 44 cities. Pantaloons was previously controlled by the Future
Group,
but has now been taken over by Aditya Birla Nuvo Limited (ABNL).
Spotlighting today’s buoyant youth, Pantaloons Fashion Retail Ltd., India’s premium
lifestyle
apparel company offers chic and trendy fashion to meet their ever-changing needs. With
innovative designs, concepts and products, the company brings the latest trends in
fashion
and clothing styles to the apparel market. Pantaloons reflect the ideology of always
keeping
alive the ‘newness factor’ through fashion apparel and accessories that are visually
appealing
and fashionably upbeat.
The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in
1997.
Over the years, the brand has undergone several transitions and re-invented itself to
bring
forth compelling trends and styles catering to the evolving fashion hub.
Since its inception, Pantaloons progressed from retailing just a mix of brands to its very
own
popular private labels as well, designed by the in-house Design Studio. With a sharp
focus on
bringing the latest in fashion, the Design Studio combines its prowess in design and
aesthetics to present styles that keep the consumer fashionably dressed each season.
Initially positioned as a store catering to the fashion needs of the entire family,
Pantaloons
has now transitioned to a fashion and lifestyle brand with an emphasis on youth and a
focus
on designs that are inherently in sync with current fashion trends. This compelling
combination has helped Pantaloons retain its place on the style radar of every
consumer’s
wardrobe.
Pantaloons stores have an abundance of choices across categories that range from
western to
Indian wear, formal to party wear and active wear for men, women and kids. To further
add
to the customer’s innumerable choices that reflect style, attitude, and comfort,
Pantaloons has
extended its horizons to fashion accessories like fragrances, footwear, handbags,
watches,
sunglasses and much more.
With a chain of 81 fashion stores across 40 cities and towns, Pantaloons is constantly
extending its foot-prints into the rest of modern India.
Pantaloons which was previously controlled by the Future Group has now been taken
over by
Aditya Birla Nuvo Limited [‘ABNL’]. ABNL is a part of the prestigious Aditya Birla
Group,
a $40 billion Indian multinational, operating in 36 countries across the globe with over
136,000 employees.
The company offers an incredible and complete one-stop shopping experience to its
buyers
through its vast collection of more than 100 prestigious brands for the discerning
fashionista.
The 81 aesthetically designed stores spread across the country display a range of classy
and
trendy merchandise that truly lives up to Pantaloons’ maxim of ‘fresh fashion’.
A typical Pantaloons store is spread across a sprawling retail space of about 28,000 sq.
ft.,
comprising a brand portfolio that runs across a wide gamut of styles that spell class. The
collection includes ready-to-wear western and ethnic apparel for men, women and kids,
complemented by an exhaustive range of accessories.
The women’s section houses the private labels — Bare Denim, Bare Leisure, Rig,
Annabelle,
Honey, and Ajile — in western wear, as well as the choicest ethnic wear from
RangManch,
Trishaa and Akkriti. Popular brands like Lee Cooper, Biba and W are also available.
The private labels for men in western wear include Lombard, Rig, Bare Denim, Bare
Leisure
and JM Sport apart from trendy brands like Urbana, Scullers, John Miller, and Indigo
Nation.
Akkriti provides a wide selection of ethnic wear.
Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in
exclusive brands like Lee Cooper Juniors, Chalk exclusive, Chirpy Pie & Bare in
addition to
international brands like Barbie and Disney. For the ethnic look, they can opt for
traditional
wear from Akkriti.
Pantaloons offer much more than just apparel. Customers can shop from an assortment
of
watches from renowned international brands like Tommy Hilfiger, Esprit, Kenneth
Cole,
Citizen, Timex, and Titan, among other brands.
Trendy sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are also
available. The accessories and beauty segments display an attractive collection of lady’s
handbags from Lavie, Caprese, Fiorelli and Fastrack. Also available are products from
colour
cosmetic brands such as Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline, and
Lakmé, as well as a wide collection of exotic fragrances.
With its overwhelming repertoire of lifestyle apparel brands, Pantaloons is focused on
growth
while continuing to create fresh fashion. Pantaloons isrecognized by its warm
personalized
service that completes the core proposition of this trendy chain.
The Aditya Birla Group ranks high in the League of Fortune 500 Corporations of the
world
with a strong mix of talented and capable personnel comprising of 42 different
nationalities,
who are credited with anchoring the organization and scripting one brilliant success
story
after another.
Backed by the giant conglomerates, ABNL and Future Group, both the entities will
work in
tandem to derive operational synergies for back-end, supply chain and other crucial
value
drivers of the business.
With its overwhelming repertoire of lifestyle apparel brands, Pantaloons is focused on
growth
while continuing to create fresh fashion. Pantaloons is recognised by its warm
personalised
service that completes the core proposition of this trendy chain.
 COMPANY PROFILE – RKZ HOTEL AND
RESORTS PVT LTD

Rkz Hotels and Resorts Private Limited incorporated with MCA on 15 December 2009.
The Rkz Hotels and Resorts Private Limited is listed in the class of pvt ltd company and
classified as Non Govt Company. This company is registered at Registrar of Companies
(ROC), Shillong.

RKZ Hotels AND Resorts Private Limited is majorly in Trading business from last 10
years and currently, company operations are active. Current board members & directors
are Khalequr Zaman and Rahima Sultana.

Mr. Khalequr Zaman, the main shareholder of the company and the Proprietor of RKZ
Real Estate has been in the business of not only Real Estate but also the Automobile
industry for more than a decade. Green Village Resort, Kaziranga was his brain child as
he wanted to do something in the hospitality industry within his own native place. Mr.
Zaman has varied interests and his most recent venture has been his Production House
which has just finished producing a Web Series that is going to released soon in
collaboration with Jio Tv.

Due to Mr. Zaman’s recent interest in his other ventures, He has decided to partner with
another major brand in the Indian Hospitality Industry, who will take over the daily
operations of Green Village Resorts after the Annual Board meeting that is to be held in
September, 2019.

The Green Village Resort in Kaziranga is the first Resort that was built by Mr.Zaman.
Mr. Zaman was inspired greatly by the Assamese Royalty and decided to pay homage to
them by designing the entire interior of the resort in accordance with the Assamese
Royal décor and has managed to merge all modern amenities into the it. This 3-star
establishment caters to serious wild life enthusiasts.

The establishment has successfully merged itself with the surrounding wilderness while
simultaneously giving the guests all the modern luxuries they can need. They have
indoor and outdoor activities present on the premises of the resort like fishing, boating,
guided village walks, bird watching, tea plantation visits and even elephant rides.
They have Jeep safaris and guided jungle walks at the Kaziranga National Park which
attract not only National but International tourists too.

They also provide overnight vans and assisted camping for anyone looking to
experience camping in the wilderness. The resort has hosted many Photography
Workshops as Mr. Zaman himself has been an avid adventure seeker and is very
passionate about Wildlife Photography, He was been very encouraging to the people
interested in the arts and lent them his support in many of those events and ventures.

Mr. Zaman has many times collaborated with the Forest Department and Tourism
Department of Assam in order to help the festivals held in not only Kaziranga but other
parts of Assam too.

Mr. Zaman had almost singlehandedly turned the passions of his thrill seeking nature
into a career prospective however, due to his recent interest being rather time
consuming and demanding of his main attention had led him to partner with another
company in order to run the resort in a much better way as it was lacking earlier due to
him being able to give it his full focus. The merger is already underway and set to be
completed by November of 2019 after which Green Village Resort (which might be
renamed) will be open again for the six months generally.
 PUBLIC RELATIONS IN HOSPITALITY
INDUSTRY
As it is with most businesses, the hotel business largely depends on public perception
and acceptance. If people think that your hotel offers the best service and genuinely
cares about their comfort and well-being, they are more likely to give you their
business.

Based on that experience and how well all of their concerns are handled, they are likely
to recommend you to friends and family. It is the duty of the hotel’s public relations
officer to manage, control and influence how the public, in general, perceives the hotel
as a business and institution. When dealing with the hospitality industry, it is very easy
to lose good favour with the public for one reason or another. You might dismiss a
single complaint online or in the suggestion box as negligible, but this sort of negativity
can snowball in a very short period. Before you know it, the general perception of your
luxury hotel as a service provider is tainted. At this point, the only way to salvage it is
through great hotel marketing and public relations strategies.

When a public relations officer can change people’s negative opinion about your hotel
through deliberate and craftily executed persistence, then they have achieved a great
deal of their objective.

Why Hotels Need Great Public Relations

 Only through deliberate and persistent hotel marketing and public relations
activities can hotels:
 Identify any problem areas that they might have
 Change any negative perceptions of opinions that the public might hold about
the hotel
 Create synergy between all the parties involved in successfully running the hotel
(employees, vendors, employers, the media, and most importantly the
customers)
 Offer great lifestyle and travel tips for potential guests
  When done correctly, travel PR can be an incredible marketing asset for the
hotel. It is your very own way to create the kind of narrative that you want; to
paint the kind of picture you like and to influence how people see your hotel. It
is all about image.

A professional public relations office familiarizes themselves with the concerns as well
as attitudes of the institution’s employees, customers, other interest groups such as
suppliers and vendors as well as the community in general. This is all in an effort to
formulate and maintain a great working relationship between all parties involved. They
also create an image of the hotel for the public to consume. This is supposed to be an
image that portrays a luxurious lifestyle filled with comforts. They also offer amazing
travel tips and just generally are useful to the public as far as hospitality is concerned.
 EVERYDAY DUTIES AS AN INTERN

As an intern at Pantaloons, typically my day would start by turning up and clocking into
work by 10.30 after which I would go about my everyday tasks which in the first week
mostly just familiarising myself with the company policy by reading through them.

I would be asked to formulate emails on behalf of my industry guide at Pantaloons,

create presentation about the “Fitness Fridays” segment that was followed within
Pantaloons to keep all the employees healthy and fit. My everyday job would also
include logging into the Aditya Birla Group database and retrieving the employee
details for personal and birthday mailing list. I was also asked to make an excel sheet
and record the pulse results that would be calculated by doing Pulse check in which was
just calling up different retail stores in different regions and making sure that all the
people that were to be recruited by the HR there, were in fact done and that if anybody
was left, they had to be reported. All the data of the people joining the ABG would have
to be stored in that Excel sheet with their names and their picture.

After that mostly I would have almost no work and was let go at 5.00 PM in the
evening.

At RKZ Pvt Ltd, my experience was very different as I did not have any specific and set
duty as I was working for many departments and helped in a lot of other things that do
not fall under PR. I would have to turn up at the office by 11.00AM after which I would
start working on whatever I was told to do, however a lot of the days out of the eight
weeks, I was heavily included in the creative process of creating posters, signage and
even planning with my boss how to make the premises of the resort much more visually
appealing and ways and budget to keep it looking nice and functional.

I would at least once have meetings with the Accounts Director or the General Manager
which was mostly done over the Skype as He would be in Assam a lot but my MD was
mostly always present in the office in Kolkata itself and would have direct contact with
me regarding any task I was asked to carry out. This was rather intimidating at first but
after some time I had a different mindset. Rather than trying to impress my seniors, I
started trying to understand what was needed of me the best and then carrying it out to
the best of my ability. His constant guidance, advice and validation pushed me to better
myself at every activity and I was always positively motivated to give my all for the
benefit of the company. I would be let off at 5.00 in the evening but sometimes I would
have to stay back till 6.00 PM since I did not want to keep the work pending and carry it
on to the next day.
 INTERNSHIP REPORT: PUBLIC
RELATIONS AT RKZ HOTEL AND
RESORTS PVT LTD

JUTHIKA GAUTAM
MJMC-3

AMITY SCHOOL OF COMMUNICATION

AMITY UNIVERSITY KOLKATA

 ACKNOWLEDGEMENT

Firstly, I would like to thank Amity School of communication for giving us this
opportunity to gain real life experience, our respected professors at Amity School of
Communication for guiding me towards the internship opportunity. I would like to
especially thank our respected HOI Mr. Rajesh Sisodia, Sir, for giving me a chance
even though it caused him unnecessary inconvenience.
I want to sincerely thank my faculty guide who was with me throughout this internship,
Madam Rupali Saxena Bhattacharjee, for putting up with my antics, and also Madam
Pramiti Roy for always being available to kindly clarify any and every doubt, no matter
how ridiculous they have been.
I want to also extend my gratitude to Mr. Gautam Shaw Sir for cooperating and giving
me a chance to right my wrongs.
Finally, I would like to thank my Industry Guide, the Managing Director himself, Mr.
Khalequr Zaman for accepting me into his company and giving me the opportunity to
work and gain experience under his able guidance. I am extremely grateful to him for
giving me priceless advice, for being patient with me, for not treating me like a
subordinate being and for taking out his time to train me even when he had prior
engagements.
Two of the posters that I had helped with that were approved.
Green Village Resort

The Assamese Style Interiors of the Resort

 CONCLUSION

Working at both Pantaloons, even if it was for just a week and working at RKZ Hotel
and Resorts Pvt Ltd has been such a unique learning experience for me. Until now, I
had no experience about how it all comes to be in the real world but after this I have
realised that it is not how it seems from the outside or how it has been taught to us
through textbooks. While work can be overwhelming a lot of the times, it can also be
pretty underwhelming in some cases and both of which are equally frustrating which I
would never have thought before this.
I gave my best and I did what I was asked to about which I am rather proud of myself
and I can confidently say that I definitely know better now than I did before I joined this
internship. This internship opportunity has opened my eyes in many aspects of the
dimension. It has forced me in a lot of ways to break out of my comfort zone and
perform duties that are asked of me. I have also gotten more insight about if I want to go
into Public Relation in the future as a full-time career or not.
More importantly, this internship has provided me with the opportunity to work
amongst people who have been doing this for over a decade and know their way around
the industry. This has helped me to build my network as well and made me a little better
future employee than I was before this internship and for that I am really grateful.
 ABSTRACT

In Amity University, Kolkata, in order to be awarded a Master’s Degree, the department

of Amity School of Communication requires the students to complete eight weeks of
Summer Internship which is vital for the successful completion of the two-year course.
I have always been interested in Public Relations so I wanted to find an opportunity to
intern in the PR department, which I did, at first with Pantaloons but due to
unfavourable circumstances I had to change to another company called RKZ Hotel and
Resorts Pvt Ltd where I continued to work till the end of the stipulated time period as
the PR intern. However, I did work in a lot of other departments in my down time.
The entire internship went amazing with the help of my faculty guide and my industry
guide both being really accommodating and helpful. I learnt a lot about the industry,
how it works and its drawbacks. It also helped me to understand the job prospect of the
departments better in a real working environment.
This internship opportunity has really opened my mind and vision up about my future
especially since this was my first industry experience.
 INDEX

 ACKNOWLEDGEMENT

 ABSTRACT

 INTRODUCTION

 COMPANY PRFILE(S)

 PUBLIC RELATIONS AND HOSPITALITY

INDUSTRY

 EVERYDAY DUTIES AS AN INTERN

 INTERNSHIP EXPERIENCE

 OBSTACLES FACED

 CONCLUSION