How to Improve Public Relations skills

how public relations helps improve organizations and society and how to start public relations firm and how public relations is different from advertising
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Dr.AldenCutts,United Kingdom,Teacher
Published Date:23-07-2017
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Trainee's Hand book Training Programme On PUBLIC RELATIONS Module preparation sponsored by UNDP / DOPT, Government of India Anchor Institute ANNA INSTITUTE OF MANAGEMENT CHENNAI - 600 028. Prepared by Shri.N.Palaniappan Reader / Faculty Member Anna Institute of Management Chennai. & Shri.A.M.Ramachandraiah Faculty Administrative Training Institute Mysore. AIM PR is an essential and integrated component of public policy or service. The professional public relation activity will ensure the benefit to the citizens, for whom the policies or services are meant for. This programme aims in imparting such professional PR skill. PRE-REQUISITE FOR PR TRAINING •= Knowledge about the organisations. •= Communication skill (oral and written) including language, presentation skills etc. •= Media Knowledge. OBJECTIVE On completion of the training programme the participant will: •= Be able to explain PR concept and its importance. •= Be able to explain the importance of organisational image. •= Be able to develop ‘PR’ programmes. •= Be able to maintain better media relations. TARGET GROUP Senior Government Officials (Group A & B), HODs, PROs. CONTENTS S.No. Particulars 1 PR CONCEPTS 2 PR PROGRAMME 3 ORGANISATIONAL IMAGE 4 COMMUNICATION 5 MEDIA RELATIONS 6 SUCCESS TRAITS 7 APPENDIX 1 8 APPENDIX 2 Learning Objectives: After reading this chapter you will be able to  explain PR concepts  explain the importance, functions and elements of Public relations  explain the importance of PR in Government CONTENTS 1.1. DEFINITIONS OF PUBLIC RELATIONS 1.2. ORIGIN OF PUBLIC RELATIONS 1.3. NEED FOR PUBLIC RELATIONS 1.4. FUNCTIONS OF PUBLIC RELATIONS 1.5. ELEMENTS OF PUBLIC RELATIONS 1.6. THE COMPONENTS AND TOOLS OF PUBLIC RELATIONS 1.7. SOME POSSIBILITIES THAT WOULD CALL FOR PUBLIC RELATIONS 1.8. PUBLIC RELATIONS IN GOVERNMENT 1.1. DEFINITIONS OF PUBLIC RELATIONS “Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between on organization and its publics.” - Institute of Public Relations, USA “Public relations is the attempt by information persuasion and adjustment to engineer public support for an activity, cause, movement or institution.” - Edward L. Bernays “Public Relations is a combination of philosophy, sociology, economics, language, psychology, journalism, communication and other knowledges into a system of human understanding." - Herbert M. Baus “Merely human decency which flows from a good heart.” - Charles Plackard “Good performance, publicity appreciated because adequately communicated.” - Fortune (Magazine) “Public Relations is Dale Carnegie - winning friends and influencing people - writ large.” - Robert Heibroner “Everything involved in achieving a favourable opinion." - George F. Meredith Former President of the American Pubic Relation Association “The Management function which gives the same organized and careful attention to the asset of goodwill as is given to any other major asset of business.” - John W. Hill "Public Relations is distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication as its principal tools." - Rex F. Harlow Courtesy: 1. Applied Public Relations p. 15 & 16 2. Rex F. Harlow, “Building a Public Relations Definition,” “Public Relations Review, 2 (winter 1976) p. 36 1.2. ORIGIN OF PUBLIC RELATIONS Thomas Jefferson (1807) used the phrase "Public relations" in the place of "State of thought" while writing his seventh address to the US Congress. In India, Great Indian Peninsular Railway Company Limited (GIP Railways) carried on publicity in Public Relations campaign in England for promote tourism to India through mass media and pamphlets. During the time of First World War a central publicity board was set up at Bombay (now Mumbai) for disseminating war news to the public and press. After Second World War the Public Relations activity gained importance both privates as well as Government started Public Relations campaigns. 1.3. NEED FOR PUBLIC RELATIONS Investing on Public relations will help the organisation to achieve its objective effectively and smoothly. Public Relations is not creating good image for a bad team. Since false image cannot be sustained for a long time. Though the organisation product or services are good it need an effective Public Relations campaign for attracting, motivating the public to the product or service or towards the purpose of the programme. It is not only encourage the involvement from the public and also resulting in better image. An effective Public Relations can create and build up the image of an individual or an organisation or a nation. At the time of adverse publicity or when the organisation is under crisis an effective Public Relations can remove the "misunderstanding" and can create mutual understanding between the organisation and the public. 1.4. FUNCTIONS OF PUBLIC RELATIONS •= Public Relations is establishing the relationship among the two groups (organisation and public). •= Art or Science of developing reciprocal understanding and goodwill. •= It analyses the public perception & attitude, identifies the organisation policy with public interest and then executes the programmes for communication with the public. 1.5. ELEMENTS OF PUBLIC RELATIONS •= A planned effort or management function. •= The relationship between an organisation and its publics •= Evaluation of public attitudes and opinions. •= An organisation's policies, procedures and actions as they relate to said organisation's publics. •= Steps taken to ensure that said policies, procedures and actions are in the public interest and socially responsible. •= Execution of an action and or communication programme. •= Development of rapport, goodwill, understanding and acceptance as the chief end result sought by public relations activities. nd Courtesy: Raymond Simon, Public relations: concepts and practices, 2 ed. (Columbus, O.Grid, 1980), pp 9, 11. 1.6. THE COMPONENTS AND TOOLS OF PUBLIC RELATIONS "Public" A group of similar individuals; an assortment of persons having the same interests, problems, circumstances, goals; it is from such persons that opinion emanates. Public is a varied creature; it comes in many forms and sizes. Public has a multitude of wants and desires; it has its likes and dislikes, some times, strong likes and strong dislikes. Employers make for a public and employees another public; the government is a public and citizens constitute another public, and so on, each of these groups is a public of the sort, tries to attract a different audience with its own tools and techniques. "Relations" Human wants to create the need to establish relations with one another. The representative wants of the individuals will profoundly affect their relationship. To understand any relationship, therefore, one must understand the wants of those involved. 'Relationships are of all possible types. We have relationship by ran-superior to inferior, inferior to superior, and equal to equal. We have relationship by sentiment-benevolent, Friendly, suspicious, jealous, hostile. A relationship may be active, or it may be passive it may be good or it may be bad, or it may be neutral. At any rate, the relationship is there to be accepted, ignored or altered, as desired. Propaganda: Propaganda is the manipulation of symbols to transmit accepted attitudes and skills. It describes political application of publicity and advertising, also on a large scale, to the end of selling an idea cause or candidate or all three. Campaigns: These consist of concerted, single-purpose publicity programme, usually on a more or less elaborate scale, employing coordinated publicity through a variety of media, aimed, at a number of targets, but focussed on specific objectives. A campaign objective may be the election of a candidate, the promotion of political cause or issue, the reaching of a sales goal, or the raising of a quota of funds. Lobbying: It entails the exertion of influence, smooth and measured pressure on other, exercise of persuasion cum-pressure. In essence, it means a group putting its points of view forward in an attempt to win the other groups support. 1.7. SOME POSSIBILITIES THAT WOULD CALL FOR PUBLIC RELATIONS Promotional Opportunity: To inform the new service / policy which call for Public Relations to make wider publicity. Competitive: To over come the resistance (pre-set mind condition). Controversy: To eliminate the contradictory conditions in between the organisation and the public. Adverse publicity: To inform the truth or correct issues and thereby removing the misunderstanding. Catastrophe: Announcement of any unfavourable issues. Crisis: Whenever threats arises. 1.8. PUBLIC RELATIONS IN GOVERNMENT Public relations role in government: The Government public relations contributes to: 1. Implementation of public policy. 2. Assisting the news media in coverage of government activities. 3. Reporting the citizenry on agency activities. 4. Increasing the internal cohesion of the agency. 5. Increasing the agency’s sensitive to its public’s. 6. Mobilisation of support for the agency itself. Public Relations for Government (objectives and organizations) National Objectives: The basic function of the government Public Relations department / agencies is to provide information, education/instruction to the citizens. The effort should also motivate the people directly or indirectly, to discharge these functions in a meaningful and purposeful manner, it is necessary that the Public Relations Department / wing should be clear about the broad objectives which guide their work. The national objective should be non-political, non-controversial, and on which there should be a national consensus. The objectives should further the interests and the well being of the public as a whole and promote the many sided development of the country. The objectives should be long term ones and need not necessarily change with political vagaries. Learning Objectives: After reading this chapter you will be able to  list out the components of Public relations  write PR objective  develop PR strategies  develop PR programme CONTENTS 2.1 . COMPONENT 2.2 . PUBLIC RELATIONS OBJECTIVE 2.3 . PUBLIC RELATIONS STRATEGY 2.4 . PUBLIC RELATIONS PROCESS

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