Chapter 1-SRC451

CHAPTER 1
INTRODUCTION
PR helps the organization:
-to build and maintain long-term r/ship.
-Having good terms with the public
-Having open channels of communication
with their publics
-Avoid or minimise misunderstandings
and conflicts
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-Win their goodwill and support for
the organization ‘s products and
services.
PR also include more complex tasks

like reputation management, crisis
management and dealing with
pressure from activist groups.
2
Definitions
1. During WW1 & WW2 – PR is mostly

persuasive publicity, & several organizations
emphasise this aspect of PR.
2. General Def – PR is the organization’s

effort to build & manage long-term r/ships
with its strategic publics & minimise conflict
with them (J.Grunig, 1992)
3
3. IPRM – PR is the delibrate, planned
& sustained effort to establish & maintain
mutual understanding between an
organization and its publics.
4. PR News (USA) – PR is the

management function which evaluates
public attitudes, identifies policies and
procedures of an individual/organization
with the public interest, and plans &
executes a program of action to earn
public understanding and acceptance.
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CHARACTERISTICS OF PR
1. Limited control of message – enhanced by

careul planning, in-depth preparation &
professional exercution.
2. Choice of comm media are restricted by

editorial policies and media requirements.
3. Timing & prequency of media coverage &

product exposure cannot be projected or
dictated to any large extent.
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4. PR can achieve greater appeal,
acceptance & understanding through 3rd
person endorsement in the media.
5. Editorial placements in the media have

higher reader, viewer, or listener attention &
recall.
6. PR outlays are often less than Adver

budgets – measuring effectiveness through
column inches and air time gained.
7. In-depth reports & detailed articles offer

more scope analysis, comment & evaluation. 6
Key concept/function of PR:
- practising two-way comm
- creating mutual understanding and
+ve r/ship with important publics
- researching the needs of the
publics
- reputation mgt of organization
- counselling the organization’s mgt.
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To fulfill the PR functions, PR practitioner will plan &
implement activities in these areas.
The most common & important activities include the
following:
Media relations
Customer relations
Community relations
Employee relations
Financial relations
Governmental relations
Image-building
Issues management
Crisis management
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ROLES OF PR
1. Persuasion – to persuade publics
thinking
2. Publicity – using publicity & promotion,
whether for commercial reasons, fund-
raising or building personalities.
3. Information – using information to create
awareness & encourage support and
participant in various aspect i.campaigns.
4. Marketing – PR practitioners help to
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Organise exihibitions & road shows
& prepare materials like information
pamphlets on the company to give
out at these events.
5. Management – taking more

managerial approach in executing
task. i.e conducting public opinion
pools to identify support for their
employer/client. 10
TYPES OF PR
1. Corporate PR
2. Voluntary PR
3. Government PR
4. Consultancy PR
Corporate PR
- The PR role is to support the profit-making
obj (directly/indirectly)
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b. Consumer Relations
- must pay attention in this area
- consumer issues might erupt anytime &
rebound badly on companies that do not pay
attention to this aspect of their product.
- public opinion cannot be ignored because in
the long-run, unfavourable opinions will
certainly affect sales badly.
- Advisable for companies to assign their PR
resources to develop this area fully.
- to give essential support to their sales &
marketing efforts.
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c. Lobbying
- PR needs to monitors a country’s law
& regulations, & occasionally even
assists in the law-making process.
- for the purpose of influencing
legislation & regulation.
- means establishing good personal
r/ship with legislators w/out
compromising the integrity of either
party.
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d. Marketing Communication
e. Press Agentry
f. Reputation-protection &
Enhancement
g. Information Service
h. Product Publicity
i. Investor Relations
j. Recruiting
k. Feedback
- PR is a mgt function as well as a staff
function.
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Voluntary Service PR
- Aims to serve publics
- must alert publics to the services offered & raise
funds to finance those services.
- Voluntary PR activities:
1. Role promotion
2. Client services
3. Fund-raising
4. Enlistment of volunteers
5. Developing channel of comm
6. Creating & maintaining a favourable climate for fund
raising.
7. Supporting the dev & maintainace of public policy that
is favourable to an organ’s mission
8. Informing & motivating key organizational constituents
– to work & dedicated to organ’s mission, goal & obj
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Government PR
- The Ministry of inform is the federal govn
machinery for PR.
- Govn. PR activities are:
1. Informing constituent about the activities
of the govn agency.
2. Ensuring active co-operation in govn
programs
3. Fostering citizen support for established
policies & programs
4. Handling crisis.
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PR Consultancies
- The size of PR consultants range fr 1 –
giants (1,500 people wwide).
- The scope of services:
1. To give PR counsel
2. To extent a client wishes
3. Perform the technical services required
to carry out a agreed-upon program.
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-stimulating the growth of PR consultants
were:
1. increased urbanisation.
2. expansion of govn bureaucracy
3. more sophisticated mass media systems
4. the rise of consumerism
5. demand for more information by clients.
-Reasons for using a PR Consultancy:

a. The organization do not have its own PR
department.
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B. To handle ad hoc
assignments.
C. To provide specialist
services.
D. Consultancies bring several
strengths to PR campaign
E. To plan & execute a comple
PR program, where internal PR
staff do not hv the capability.
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Consultancy Services Provide:
1. Executive speech training
2. Research & evaluation
3. Diversified comm tools.
4. Crisis communication
5. Media analysis
6. Community relations
7. Product promotion
8. Events management
9. Public affairs
10. Employee comm
11.Positioning a company
12.Financial relations.
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Problems of PR Consultancy Services.
1. A client’s unique problems

2. Lack of full-time commitment
3. Need for prolonged briefing period.
4. Resentment of internal staff
5. Need for strong direction by top mgt.
6. Need for full inform & confidence
7. Costs.
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CHAPTER 1

PR also include more complex tasks

1. During WW1 & WW2 – PR is mostly

2. General Def – PR is the organization’s

4. PR News (USA) – PR is the

1. Limited control of message – enhanced by

2. Choice of comm media are restricted by

3. Timing & prequency of media coverage &

5. Editorial placements in the media have

6. PR outlays are often less than Adver

7. In-depth reports & detailed articles offer

5. Management – taking more

-Reasons for using a PR Consultancy:

1. A client’s unique problems

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