Public Relation Management

Public Relation is unique management function which helps to organize, establish

and maintain mutual lines of communication understanding acceptance and co-
operation with his public. Public relation is about strategic art and science of
connecting your story to the audience that matters the most i.e. target audience,
leaders and decision makers.

Public relations (PR) is the practice of managing and sharing information to

influence how the public perceives an organization or individual. The goal of PR is
to build mutually beneficial relationships between an organization and its
stakeholders, such as the public, media, investors, and employees.

Importance of PR Management
Public relations (PR) is important for businesses because it helps build a company's
reputation, establish relationships with key audiences, and generate new leads:
 Reputation
PR can help build a company's reputation by sending the right messages to the
right people and places. Positive media coverage can help a company gain
authority and credibility.
 Relationships
PR can help companies build relationships with media outlets, influencers, and
other key people who can advocate for the company.
 Leads
PR can help generate new leads by creating a positive reputation and building
brand awareness.
 Crisis management
A good PR plan can help a company manage a PR crisis.
  Website traffic and SEO
Digital PR can help a company's website rank higher in search engines by
generating links from media sites.
 Emotional bonds
PR campaigns can help a company establish emotional bonds with its target
audience, which can lead to brand loyalty.
 Cost and effort
Consistent PR campaigns can help reduce the time, cost, and effort of a company's
marketing team.

Scope of PR Management
 Managing communication: PR professionals manage communication
between an organization and the public to maintain a positive image. This
includes internal and external communication.
 Analysing public opinion: PR professionals analyse public opinion and
attitudes towards the organization. They use this information to develop
strategies to influence the public.
 Creating and distributing content: PR professionals create and distribute
content such as press releases, speeches, and articles for newsletters.
 Planning events: PR professionals plan and execute events to promote the
organization.
 Managing social media: PR professionals manage the organization's social
media presence and respond to public reviews.
 Developing crisis strategies: PR professionals develop strategies to deal with
crises.
 Monitoring trends: PR professionals monitor social, economic, and political
trends that may affect the organization.
  Dealing with government agencies: PR professionals deal with government
and legislative agencies on behalf of the organization.
 Handling investor relations: PR professionals handle communications with
shareholders and analysts.

Advantages of PR Management
Cost-Effective Marketing
Public relations can be a more cost-effective marketing strategy compared to
traditional advertising. Instead of spending large sums on advertisements, PR
focuses on generating media coverage through compelling stories. This can lead to
widespread visibility at a fraction of the cost.
Long-Term Benefits
The long-term benefits of PR are substantial. A well-executed PR strategy builds a
positive reputation and trust with the public. This helps businesses gain customer
loyalty and supports long-term growth and stability.
Competitive Edge
A strong PR strategy can give businesses a competitive edge by differentiating them
from their competitors. Effective public relations can highlight a company’s unique
strengths, making it stand out in a crowded market. By showcasing expertise and
thought leadership, businesses can position themselves as leaders in their industry.
Enhanced Credibility
One of the benefits of public relations is enhanced credibility. Media coverage and
third-party endorsements add a layer of authenticity that advertising alone cannot
achieve. When a company is featured positively in the news, it gains the trust of
potential customers, which can significantly boost its market position.
Disadvantages of PR Management
Risk of Negative Publicity
Poorly managed PR campaigns or mishandled crises can lead to negative publicity,
damaging the brand’s reputation. Negative news spreads quickly, and once it gains
traction, it can be challenging to control. This risk underscores the importance of a
well-thought-out PR strategy.

Time-Consuming Efforts
Developing and maintaining an effective PR strategy requires significant time and
resources. Crafting messages, building relationships with media outlets, and
managing public perception are all time-intensive tasks. This can be a significant
drawback for companies with limited resources.
Measuring Success
Unlike direct marketing, the success of PR efforts can be difficult to measure and
quantify. Metrics like media coverage, public sentiment, and brand reputation are
often subjective, making assessing the return on investment (ROI) challenging. This
ambiguity can be a significant downside for businesses looking for clear,
quantifiable results.
Cost Implications
PR is often seen as a cost-effective alternative to advertising, it can still be
expensive. Hiring PR professionals, conducting events, and managing crises can
lead to significant expenses. Companies need to balance these costs against the
potential benefits of public relations.
Dependency on Media Relationships
PR relies heavily on relationships with media outlets. If these relationships are not
strong or if the media landscape changes, it can impact the effectiveness of PR
efforts. This dependency can be a vulnerability in a company’s PR strategy.
0bjective of Public Relation Maagement
its primary goals are to disseminate important company news or events,
maintain a brand image, and put a positive spin on negative events to minimize
their fallout. PR may occur in the form of a company press release, news
conference, interviews with journalists, social media posting, or other venues.

 To generate public awareness among the organization, its goals, product and
services.
 Analysing public opinion and issues
 Advising management on policy decisions and communications
 Planning and implementing efforts to influence public policy
 Overseeing content creation to drive customer engagement
 To monitor media channels and social marketing sites to analyse public
response.
 To deal with crises.
 To create a positive image by undertaking special programs and events and
the public interest.
 To reinforce public trust especially during the time of rumours and
misinformation.
 To deal with government and legislative entities on behalf of the
organization.
 PR can help enhance an organization's reputation.

Types of Public Relation Management

1. Media Relation: establishing a good relationship with media and acting as

their content source.
2. Investors Relation: handling investors event, releasing financial reports and
regulatory filings and handling investors analyst for queries and complaints.
3. Government Relation: representing brand to government with the policies
with CSR, fair competition, customers protection, etc.
4. Community Relation: handling social aspects of the brand and positive
reputation in the social, niche like environmental education, etc.
5. Internal Relation: counselling the employees of the organization with
regard to policies course of the action. Organization responsibility and co-
operating with them during special product launches and events.
6. Customer Relation:
7. handling relationship with the target market and lead customers conducting
market research to know more about interest, attitude and priorities of the
customer and making strategies to influence the customers.
8. Marketing Communication: supporting marketing efforts relating to
product launch special companies brand awareness image and positioning.

Role of PR Management
Communication Management – Developing communications objectives that
are aligned with an organization’s overall objectives. As two-way
communicators, public relations practitioners interact directly with key publics,
relaying the resulting information (with recommendations) to other members
of the management team.
Crisis Management – Establishing methods and policies to be used when an
organization’s operations become involved in an emergency affecting the
public. This includes policies and procedures for the distribution of information
to employees, media, government and other key publics.
Issues Management – This involves identifying problems, issues and trends
relevant to an organization and then developing and executing a program to
deal with them. Included is the study of public policy matters of concern to an
organization.
Relationship Management – This involves the role of public relations in
identifying key publics and establishing strategies for building and maintaining
mutually beneficial relationships with those publics.
Reputation Management – The planning and implementing of policies,
procedures and strategies that demonstrate an organization’s commitment to
 public and social responsibility, ethical behaviour, corporate identity and
reputation with key publics.
Resource Management – PR’s management of human and financial resources
revolves around setting objectives, planning, budgeting, recruiting and hiring
PR staff and administering those resources.
Risk Management – As preventive PR, this role involves helping an
organization recognize areas of potential danger and recommending needed
changes before potential dangers develop into crises.
Strategic Management – Acting as a counselor, the PR practitioner serves on
the management team helping the organization develop sound policies that
are in the best interests of the public as well as the organization. The PR
practitioner integrates an understanding of the concerns and attitudes of key
publics into the organization’s managerial decision-making process.

Process of Public Relation Management

R: Research
A: Action and Planning
C: Communication and Relationship building
E: Evaluation

 Research: Both formal and informal research with with internal and external
stakeholder is required to decline the problems or opportunity you should be
able to answer who what and why for for your organization situation. A good
starting point is in gathering research is nothing what other organization

Action and Planning: This step is essentially strategizing and creating the plan
recommends using SMART objective to set goals for program based on research
and analysis where
 S: Specific (Purpose)
M: Measurable (outcome)
A: Attenable (objective)
R: Realistic (Goal)
T: Time (Available & necessary)
Following this model allows for structure and clear estimation of a goals.
Attainability your action and planning and necessary for measurable research.

Communication & Relationship Building: Honesty and transparency are play an

important role in building customer conversion. Maintain focus on social
responsibility should be a high priority in creating positive relationship
communication is the foundation PR and where you go to rel or information
determines a people will receive news knowing your target audience plays a huge
Roles. The success of your PR plan. Depending on your audience your channel of
communication can and vary EX – Television Magazine, Social Media, etc.

Evaluation: The evaluation face should focus on your campaign results be align
with your primary objectives & guide you in preparing any additional step for the
future it should be an ongoing process that is measure against your previously set
goals to analyze overall effectiveness.
The additional ways to monitor and major the success of campaign include
1) Data available
2) Case study
3) Press Keeping
4) Advertising
5) Media contain analysis
6) Audience and survey
7) Focus group and interviews
To avoid faulty result all 4 steps of the RACE process should be continuously
monitor PR efforts can help a build a brand awareness among target buyer and end
user.

PR Tools
1. Press release: A press release is a written, official statement that’s prepared
for and delivered to members of the press – also called the media – for making
a newsworthy announcement or providing information in relation to a specific
event.
2. Fact sheet: Fact sheets may convey new facts or information such as a report
of research evidence (Valente, 2005) or reinforce education strategies aimed at
increasing knowledge (Weiler, 1998).

3. Video news: Video news contain important news, announcements, or updates

from companies that they want to be published.

4. Employee or member relation program: An employee relations program is an

integral part of any organization’s success. It’s a strategic approach to building
positive relationships between employers and employees, fostering a
harmonious work environment and promoting productivity.

5. Community relation programs: A community relations program is a type

of marketing strategy that fosters a human connection between your business
and the community. It’s about how you interact with other organizations,
businesses, and individuals in your area—especially the ways you give back
and support the community.

6. Financial relation program

7. Industrial relation program: It involves presenting accurate and timely

information to shareholders, potential investors, and financial analysts. A well-
 structured investor relations program helps foster transparency, builds trust,
and provides clarity to the investment community.

8. Development / fund related program: A program-related investment (PRI) is a

type of mission or social investment that foundations make in order to achieve
their philanthropic goals.

9. Special events: They are live events organized by companies

or PR professionals to promote a brand, launch a new product or service, or
celebrate significant milestones. They are crucial for further their brand
awareness, ignite curiosity, fostering community, and enhancing
media relations.

10. Corporate advertising: Corporate advertising refers to the strategic

communication efforts initiated by a business to establish, enhance, or
maintain its identity in the minds of its target audience, stakeholders, and the
general public.

Problems in planning PR Programs

 Limited resources
o Time, money, or staff constraints can make it difficult to plan,
execute, and evaluate PR campaigns.
 Poor execution
o A PR plan should include a detailed list of release schedules and
targeted media outlets to ensure timely execution.
 Failure to understand the audience
o Without a clear understanding of the target audience, it can be
difficult to reach and engage with them in a meaningful way.
 Sending too many pitches
o Sending too many pitches can be a problem for PR
professionals, who may receive hundreds of emails per day.
 No Clear Goals.
 o Effective public relations begins with defining success. So one of the
first steps in creating a PR plan is to clearly identify the business goals
and objectives you hope to achieve through PR campaigns and
initiatives, keeping in mind that different strategies may be required to
deliver specific goals.
 Overly Broad Target Audiences.
o In the B2B sector, good public relations avoids targeting excessively
broad audiences. Instead, real value is achieved by narrowing the focus
to granular market segments (e.g. industry analysts, executive decision-
makers and other influencers) with messaging that addresses their most
important needs and interests.
 Confusing Tactics with Strategy.
o Tactics and strategy are two very different things. Yet many B2B firms
mistakenly confuse a string of random, uncoordinated public relations
with an integrated PR strategy. A carefully crafted PR plan clarifies your
efforts by identifying and coordinating specific tactics your organization
will use to support the larger PR and marketing strategy.
 Lack of Integration with Sales and Marketing.
o Sales and marketing functions play a role in the creation and
implementation of your organization’s PR plan. First-rate public
relations planning supports key sales and marketing initiatives by
creating added awareness about featured solutions/services and
bringing new leads into the sales cycle.
 Poor Execution.
o It’s discouraging to see B2B firms develop strong PR strategies and
campaigns that never get off the ground—and in many cases, public
relations fails can be attributed to poor execution. A PR plan should
provide your organization with a detailed list of release schedules,
targeted media outlets and other information designed to support the
timely execution of strategies and campaigns. Editorial calendars alone
 can go a long way toward improving the timing and delivery of key
messages to specific audiences.
PR JOBS

1) PR Assistant & coordinator: Entry level role assist in day to day task such as
media monitoring, drafting, press release, and organizing PR material.
Support staff with administrative and event coordination.

2) PR Specialist or executive: Develop and implement PR strategies. prepare

press release and media clip. Monitor media coverage and maintain media
contact. Mages communication across social media platform

3) Media Relation Manager: Focuses on building relationship journalist and

media outlet
-oversees the distribution of press release and manages media enquiry.
- organize press conference and media event

4) Corporate Communication Manager:

- Manages internal and external communication
- Works clearly with senior management create stratiges that align with
business goal
- Oversees the company communication during arises.

5) Social Media Manager:

- Manages the public image of the company or client on social media
platforms
- Design and execute social media campaign that align with broader PR goal
- Monitor social media trend and analytics to optimize communication
strategies
 6) PR Manager:
- Manages the entire PR management department or agency work with client
to ensure constant messaging

7) PR Director / Head of Communication:

- Set the overall direction of the PR and communication statergies for the org.
- Works closely with executives on brand reputation and public perception
- Oversees both internal and external communication team

8) Crises Communication Manager:

- Specialize in managing communication during crises or reputation damaging
event.
- Develop crises management plan and response quickly to media inquire.
- Ensure the company messaging remain constant and positive in adverse
situation

9) Investor Relation Management:

- Focusing on communication with the investor, shareholder, and financial
analyst.
- Prepare reports press release and presentation related to financial
performance
- Works closely with corporate executive and finance team

10)Public Affairs Specialist:

- Focuses on political regulatory and policy related communication
- Manages government relation and influences public opinion on key
issues
- Prepare reports and communication for government agency.
PUBLIC RELATION PROGRAM

1) Community Relation: A business should be seen as a responsible citizen of

the community which operates in a comprehensive community relation
program should be focus o building a respectable image for the company in
the long run may org implement education and health related program for
improving a quality of life of the community members such activities help to
build their reputation along with benefiting the society.
2) Employee Relation: It is the most valuable asset of the company and the
org have to create employee goodwill for maintain a loyal workforce. Loyal
employee are more productive and interested in the well being of the
company
3) Customer Relation: The most important component of the public is
customer. It is the reason behind the existence of the organization. PR
inform the customer about the introduction of new product or changes in
existing one. PR play a crucial role in attracting the attention of the buyer
towards the company offering and helps to differentiate from those of its
competitors
4) Financial Relation: A segment of companies’ public consist of those
individual and institution the company has financial dealing with this
include shareholder, creditors, investors, banks, financial analyst etc. A well
plan financial relation program is necessary improve the organization image
and increase the value of stock.