Professional Documents
Culture Documents
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Our Lord!
Grant us mercy
from Thee, and
provide for us a
right course in our
affair.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Human
Resource
Management
Course Incharge: Miss roohi
Team Members:
NAME
Rufy Afshan
Hira Waris
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Tatheer Zehra
First of all we would thanks “Allah” who is always there to help us &
giving his blessing to us .Allah makes it possible for us to make this
project as required & without his blessing and help we would never
been able to make this project completed.
Secondly We really appreciate from our heart and soul to all who gave us
advice and support during completion of our assignment. We are
respectfully thankful to our Course Supervisor Madam Roohi, Department
of Commerce. His support, guidance and suggestions in solving problems
which we had faced during the project work. He supported us, provided help
and facilities in the department whenever required.
We also appreciate for friendly environment and help provided by our team
members Hira Waris, Rufy Afshan, Tatheer Zehra, M.Com (Final) 4th
Semester, Department of Commerce.
In the end, we are also thankful to our beloved parents for providing full
support during project work and study period. As well due to their
appreciation, we are able to bring this project work in the existing form.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
These humble efforts are dedicated to our respected teachers who did their
best to uplift, encourage and supported to our team members and also to our
respected Chairman whose affection inspired us to love mankind during our
studies.Your lives keep faith with virtue taught me to see beneath the surface
of things. Your goodness, which encompassed you like a well – hammered
suit of armour, taught me to see the world with different eyes. Your love,
which is devoted to the world with different eyes. Your love, which is
devoted to the deliverance of the human soul from its mundane infelicities,
taught me to love others. Your favour which “ like the wind that kisses every
thing it meet’s taught me the lesson that parent most precious of all
possessions.The kindness of your hearts, which knows no bounds, directed
my mind to its own inner mysteries.
Please accept this little work as a slight thanks offering for your eminent
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Preface
As the nature of man to explore, hunt the ways
and paths. To achieve his set of goals in
shortest and simple way to success. Wise
people do use their wits and techniques.
We present a state of the art view of the
activities of the human resource operation
manager functions. Operation is an exciting
area of management that has a profound
effect on the productivity of both
manufacturing and services. The goal of this
report is to present a broad introduction to the
field of human resource management
operations and Public Relation in a realistic,
practical manner. Having a solid
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understanding of the Of
Department role of public relation in
Commerce
University Of Karachi
an organization is of substantial benefit to you.
This report will help to understand the
relationship of organization and its public.
Public Relation In Corporate Sectors______________________________
Abstract
The abstract of this project is to understanding
of field of
Human Resource management as a public
relation Practionaer in most efficient and the
easiest way and it is also attractive, increase the
efficiency,and enjoyable style. Public Relation
Includes a blend of topics like definition,funtions
of PR,what PR Practioner do,qulities of PR
practioner It will also help to how people
organize themselves for productive eneterprise.
Public Relation tells the relationship between
public and its organization. It describe what
human resource manger should do.Human
Resource management provides a major
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Table of Contents
S. No TOPICS Page#
1.1 Introduction 1
1.2 Design of study 2
1.3 Objective behind the project 3
1.4 The scope of public relations 3
1.5 Limitation of the project 3
1.6 History of public relations 3
1.7 Meaning and introduction 4
1.8 What is public? 4
1.9 What is relations? 5
2.0 Definition of public relaions 5
Interpretation of definition 6
Public relations and corporations
Corporations reputation
Importance of public relaions
2.1 Why public relation is important? 7
How does public relation work? 8
2.2 Career opportunities in public relations 9
2.3 Public Relations for the Stars: Publicists 12
2.4 Working For Companies: Public Relations Firms 16
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Member profile:
Our group consists of the following members:
Design of study
In today’s modern and fast world Insurance is gaining a lot of importance. This
obviously means that the Insurance organizations are also prospering, yet they
practice PR. So to know what are the activities they perform I have taken the topic
of PR
Objectives behind the project:-
1) To get an insight through the concept of PR.
2) To know what are the activities performed by LIC.
3) To see whether what is being described in the theory
of PR whether it is exact or not
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
The project includes only those theory aspects which are very essential for
understanding the art of PR very well.Also it includes the PR campaign of only
one company because in the field if Insurance LIC is the one who has a very good
PR campaign.
What Is Public?
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Relations:-
“The discipline which looks after thereputation, with the aim of earning
understanding and support, and infl uencing opinion and behaviour .It is the
planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics “. (The Institute of
Public Relations, London,UK)
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Corporate Reputation
Corporate reputation is the sum of the values that stakeholders attribute to a
company, based on their perception and interpretation of the image the company
communicates and its behaviour over time
Brands and brand management should now be considered part of the Public
Relations armoury, especially for corporate brands. The hub of the reputation
wheel is brand, as it is around this construct that most reputations are lost and
made
Public relations professionals do more than draft press releases and build
relationships with key media representatives. They must also be familiar with the
attitudes and concerns of consumers, employees, public interest groups, and the
community in order to establish and maintain cooperative working
relationships.In addition to fulfilling their traditional role of getting a company's
message out to its audience, those who have completed their studies in
communications and public relations may also be responsible for developing and
running programs designed to keep the lines of communication open between
company and organization representatives and their various audiences. This might
include such activities as scheduling speaking engagements for key company staff
and speech writing.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
has not only raised awareness and funds (Yoplait has donated over $10 million for
breast cancer research), it has also given the brand added visibility and resulted in
increased sales.
2. Empathy:
Empathy means feeling with the other person to analyse others point of view & is
regarded as primary pre-requisite for a satisfying experience in a relationship
where a certain degree of depth of understanding is expected.
3. Persuasion:
`There are 2 forms of interaction between individuals or groups
a)Force or compulsion b) persuasion.
If one party compels another to do something instead of persuing him this is
called Depotism. It is against the principle of proper conduct sanctioned by
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
society. A sense of human interest on the person who is being persuaded will
understand & appreciate the cause & effect of this action.
4. Dialogue:
3. To win friends.
4. To influence people.
and practices.
11. To create and maintain the image or reputation about the company.
14. To help the public to love life and work for better or for worse
without conditions.
18. To prepare and supply the public with information about the
special features.
19. To ascertain public opinion, conduct opinion research, and understand public
attitudes on the organisation, profession and practice.
21. To undertake programmes like sales training courses for retailers, wholesalers.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
* Politicians attract votes and raise money, and craft their public image and legacy
Experienced public relations agencies have formulation press releases into which
they can plug the company news, as well as a targeted list of publications for their
industry. Truly good public relations agencies generally have a good working
relationship with key reporters, boosting their chances of getting coverage. Some
public relations agencies deal only with large, established clients, while smaller
boutique public relations agencies specialize in certain areas.
Most public relations practitioners are recruited from the ranks of journalism.
Public relations officers are highly trained professionals with expertise and
knowledge in many areas, for example shareholder management during a crisis,
the evolving role of the in-house public relations professional, account
management skills for public relations, an introduction to financial public
relations, an introduction to consumer public relations, an introduction to public
relations software etc.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
• Contract publishing
• Web sites and portals
• Published surveys and reports based on consumer, medical or scientific
research
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
For me, word count does not matter. Content does. And this, in my view, is what
a good agency brief should include:
This section must give as much flavor about the dimension, character, values and
principles of an organization to help PR agency familiarization but also to aid
external corporate positioning.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
This section begins to deal directly with the company's public outreach strategy
and begins to provide insight into the more direct role a PR agency can be
expected to play in support.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
5) PR Agency Objectives
This section deals with the very specific company requirements of the PR agency
and should relate clearly to the above company analysis. It should form the basis
of the final agency quote and be embedded within subsequent contractual
obligations. For example:
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
A good client brief is the precursor to any agency pitch and final selection; it sets
clear client-agency expectations and is integral to final contractual obligations; it
is the reference against which ongoing agency performance can be objectively
measured and reviewed.
A good agency, as I mentioned in my last post, will engage with this brief, may
challenge it and generate value-adding discussion to help move the company
forward in its thinking.
My passion for a good client brief stems from the conviction that, without a brief,
there is no performance. And without performance, the communications role will
never be viewed as a robust, commercially-minded and trusted entity within an
organization. It is ultimately, therefore, a tool of professional and personal
credibility.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
communicator between organizations and its internal and external publics. Public
relations also provide the message and informs the publics about events which the
organization requests to present. The function of public relations can be
categorized as organizational and societal in
nature. Dealing with the media is an important function especially concerning the
legitimate entities. To most individuals, the term public relations constitutes
relationships with the press and obtaining publicity
Media relations account for one of the many organizational functions of the public
relations processes. The mass media is an amazing feature of corporate America.
One of the public relations characteristics is the attempt to influence its publics.
Public relations activities assist the public in helping them to understand the
organizations and the products they have to offer (McNamara, C. 2007). Similar
to the results of advertising and promotions public relations depend on
implementing any designs of a public relations plan.
A public relations firm must be equally honest and possess a great deal of honesty
and integrity in dealing with various groups of the society and choose its clients
with care, so
that it can avoid the mutual embarrassment of facing the tattered reputations of
two firms, namely itself and the company it is representing
While it has been valued since humans first began congregating, the idea of public
relations as a profession is less than 100 years old.
1. Policy:
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
2. Publicity:
3. Product Publicity:
5. Community Relations:
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
6. Shareholders Relations ;
7. Promotion Programmes :
8. Donations:
9. Employee Publications:
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
The owners of the company are the shareholders with whom the company
always has to communicate about various matters. Most companies use
personal visits, telephone calls, mailing and supplementary reports to keep
shareholders informed, interested and satisfied. Communication with them
may include reports, matters on corporate meetings,dividend enclosures,
magazines, special mailing, notices, resolutions,minutes, periodic
correspondence, financial matters, press releases etc.
Communication with the shareholders may cover many subject matters such as :
3. Certificate of transfer;
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
The public should be informed about various products of the company and
their uses; comparative advantages, price differentials, product, after sale
services and changes must be communicated promptly. Qualitative
communication ensure the promotion of a positive favourable atmosphere,
develops friendly and confident feelings towards the company and its
product.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
(t) Motion pictures are other important media for public communication
Mass media are the gateway of the company for communication with
3. Customer Relations
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
4. Government Relations
5.Dealer Relations
5. Inter-organisation Relations
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
It has been observed that a firm simply cannot exist or survive unless it is
related with other firms in the industry. Inter-industry and intra-industry
information exchange is necessary to make comparison and to run on
smooth and competitive lines. Business houses undertake much inter-
company communication to bridge the communication gap between the
organisation and outside entities. Very often one notices that companies
resort to inter-corporate and inter-institutional communication. Companies
are also involved in information exchange to know the various
sophisticated techniques adopted, the handling of production, appraising
people about the organisation's march, social responsibilities discharged
and getting their employees informed about the movement of employees
in comparable organisations.
7. Complaints
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
1. Communication :
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
“we in the Free World have the chance to share the responsibility and find
3. Information Load:
Also called message load or quantity, The sceptic will, of course, draw our
attention to the flood of information to which we are all exposed today.
The proper reply to this is that this flood is largely without direction and
that it is incomplete or inaccurate. Information must be prepared. Essential
information must be separated from trivial matter, and the interest of the
receiver must be aroused in the right direction. In the organization that
ignorance, the inability to appreciate or organization , superficial
knowledge is extremely likely to result in dislikes, dissatisfaction and
outright rejection with all their disastrous concequences. What we require
is a fair means of information which eliminates existing or awakened
suspicions, which builds up understanding, and creates confidence. This
is what we call Public Relations.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
bringing the aim of the organization into harmony with the public interest, thus
winning and maintaining goodwill among the general public. From all these facts,
it is clear what the purpose of this ‘Activity in, for, and with. The public' is : To
act and not to react; to create anatmosphere of confidence by an active
information policy, the passive part of which consists in answering queries ; to
inform the public and exert influence towards the inside as a form of corporate
and social counter control to establish direct or indirect connections with the
public, to fulfill a kind of interpreters’s function towards the public and to control
communicative reaction.
1. Corporate Advertising
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Publicity
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
PUBLIC RELATIONS
IN
LEVI’S COMPANY
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
known worldwide for its Levi's brand of denim jeans. It was founded in 1853
when Levi Strauss came from Buttenheim, Franconia, (Kingdom of Bavaria) to
San Francisco, California to open a west coast branch of his brothers' New York
dry goods business. Although the company began producing denim overalls in the
1870s, modern jeans were not produced until the 1920s. The company briefly
experimented (in the 1970s) with employee ownership and a public stock listing,
but remains owned and controlled by descendants and relatives of Levi Strauss'.
Vision
The story of Levi Strauss & Co. and our brands is filled with examples of the key
role our values have played in meeting consumer needs. Likewise, our brands
embody many of the core values that our consumers live by. This is why our
brands have stood the test of time.It is this special relationship between our
values, our consumers and our brands that is the basis of our success and drives
our core purpose. It is the foundation of who we are and what we want to become:
We will market and distribute the most appealing and widely worn apparel brands.
Values
Our values are fundamental to our success. They are the foundation of our
company, define who we are and set us apart from the competition. They underlie
our vision of the future, our business strategies and our decisions, actions and
behaviors. We live by them. They endure. Four core values are at the heart of
Levi Strauss & Co.: Empathy, Originality, Integrity and Courage success.
Situation Analysis:
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
The greatest challenge posed by the sponsorship was developing national and
local programs The PR team researched teen views, trends and interests to design
programs that appealed to them, while creating synergy between Sears, Levi’s and
Christina. In addition, the PR team determined the best way to reach this young
audience¾through television, teen-specific magazines, Hispanic publications,
newspapers and pop radio stations¾and concentrated media efforts to target these
media.
Strategic Approach
To keep Sears and Levi’s in the news prior to and throughout the tour, the PR
team developed a two-tiered public relations program to support both national
activities and local events in the 35 tour markets. In addition to working with the
Sears and Levi’s advertising, event marketing and promotions groups to promote
the integrated marketing campaign, the PR team developed national and local
public relations-driven events to fully leverage and maximize awareness of the
Sears and Levi’s Present Christina Aguilera in Concert tour.
Execution Elements
Tour Launch: In April 2000, Sears, Levi’s and Christina announced the details of
the sponsorship during a radio media tour in New York City. The PR team also
secured placements in USA Today and on the television entertainment program
Access Hollywood. Sears and Levi’s PR then partnered with Access Hollywood to
make the show the “official program” of Christina’s tour.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Following the tour launch, the PR team continued to build excitement with the
distribution of tour media kits. The kits were distributed nationally to business,
entertainment, teen, Hispanic and consumer media, and locally to business,
entertainment and youth/teen reporters in the 35 U.S. tour cities. Extensive
follow-up ensured vast media coverage of both the consumer and business angles
of the sponsorship. Sears and Levi’s also teamed with teen magazines, including
Teen and Seventeen, to create exclusive “Sears, Levi’s and Christina” sweepstakes
for prizes including the chance to meet Christina backstage before a show.
National Promotion:
The Sears and Levi’s PR team provided support for the Sears and Levi’s Present
Christina Aguilera In Concert tour national sweepstakes, focusing on the
sweepstakes announcement and the promotion fulfillment. To kick off the
promotion, Sears announced the shopping spree sweepstakes through a national
media campaign
Challenges
Flexibility and creativity allowed the Sears PR team to continue achieving goals
throughout the course of the sponsorship in light of several obstacles. Last year’s
SAG/AFTRA strike prevented publicity surrounding the filming and launch of the
advertising campaign, a key component of the PR plan. However, the PR team
shifted the focus to a “marketing campaign” launch, pushing the business angle
and resulting in numerous national hits. Though Christina’s participation in the
Sears and Levi’s PR program was limited by her schedule, Sears and Levi’s
maximized the media and consumer exposure of her involvement through
soundbites obtained during/for satellite media tours, video news releases and a
public service announcement.
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Karachi University
Thank You
“Conclusion”
Public Relation is the communication function
between
organization and its publics.Public Relations is
related to ethical questions and ensuring that
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
Biblography
♦ Gray Dessler,Human Resource Management,11th edition
♦ Bernays, Edward L. Biography of an Idea. Simon and Shuster, New
York, 1965.
♦ Cohen, Paula M. A Public Relations Primer. Prentice-Hall,
Englewood Cliffs, NJ, 1987.
♦ Cutlip, Scott M. Public Relations History: From the 17th to the
20th Century, The Antecedents. Lawerence Erlbaulm Publishers,
Hillsdale, NJ, 1995.
♦ Grunig, James E. and Hunt Todd, Managing Public
Relations.Edition 7th
♦ Public Relations Practices: Managerial Case Studies and
Problems, 5th Edition.
♦ Matzer, Rose, "Public Relations Industry Timeline," Public Relations
Online, http://www.public-relations-online.net/history.htm. 2001.
♦ Encyclopedia, Infonautics, http://www.encyclopedia.com Facts on
File News Services, http://www.2facts.com
♦ Google, http://www.google.com
♦ Museum of Public Relations, http://www.prmuseum.com
♦ http://www.wikipedia.com
♦ http://www.ask.com
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Department Of Commerce
University Of Karachi
Public Relation In Corporate Sectors______________________________
♦ http://www.scribed.com
♦ Previous projects by internet
♦ Well known software and tools
♦ Bureau of Labor Statistics (www.bls.gov)
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Department Of Commerce
University Of Karachi