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    සුමු ලියනාරච්චි
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    Public relations involves managing an organization's relationships and communications with its various internal and external stakeholders, known as publics. The goal of public relations is to establish and maintain mutual understanding between an organization and its publics through deliberate, planned communication efforts. Some key differences between public relations and advertising are that PR relies on credibility over direct paid messaging and media outlets decide whether to communicate a PR message. Effective public relations can provide advantages such as building an organization's image and credibility in a cost-effective manner, while disadvantages include having limited control over the messaging and not guaranteeing media coverage.

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    PR

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    Public relations involves managing an organization's relationships and communications with its various internal and external stakeholders, known as publics. The goal of public relations is to establish and maintain mutual understanding between an organization and its publics through deliberate, planned communication efforts. Some key differences between public relations and advertising are that PR relies on credibility over direct paid messaging and media outlets decide whether to communicate a PR message. Effective public relations can provide advantages such as building an organization's image and credibility in a cost-effective manner, while disadvantages include having limited control over the messaging and not guaranteeing media coverage.

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    30 views20 pages

    Public Relations

    Uploaded by

    සුමු ලියනාරච්චි
    Public relations involves managing an organization's relationships and communications with its various internal and external stakeholders, known as publics. The goal of public relations is to establish and maintain mutual understanding between an organization and its publics through deliberate, planned communication efforts. Some key differences between public relations and advertising are that PR relies on credibility over direct paid messaging and media outlets decide whether to communicate a PR message. Effective public relations can provide advantages such as building an organization's image and credibility in a cost-effective manner, while disadvantages include having limited control over the messaging and not guaranteeing media coverage.

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    of 20

    17-1

    PUBLIC RELATIONS

    17-2

    Introduction to Public Relations


    What do we mean by Public relations? Who is the public?

    17-3

    The Public
    Internal

    Publics

    Employees Shareholders Suppliers,

    wholesalers, retailers,

    dealers Regular customers Unions

    17-4

    The Public
    External
    The

    Publics

    media Community leaders Governments Financial community Special-interest groups Prospective customers / shareholders

    17-5

    What does PR do?

    Public Relations will help and organization to:


    Adapt

    to external and internal changes;

    maintain

    the status quo; create and foster two-way communication; change attitudes and behaviour.

    17-6

    What is PR?

    Public Relations is the deliberate, planned and sustained effort to establish & maintain mutual understanding between an organization and its publics. Institute of Public Relations - UK

    17-7

    What is PR?

    Building good relations with the companys various publics by obtaining favorable publicity, building a good corporate image and handling or heading off unfavorable rumors, stories and events.
    Kotler & Armstrong Principals of Marketing

    17-8

    Difference between Advertising & PR


    ADVERTISING

    PR

    Focus on informing & persuading consumers Less credible

    Focus on broader issues of establishing & maintaining goodwill. More credible compared with advertising. PR stories appear without any direct cost to the company. Media can decide whether to communicate the message or not.

    Advertising is paid form Advertising is more controllable.

    17-9

    17-10

    Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective PR planning.

    17-11

    AdvantagesandDisadvantagesofPR
    Advantages
    Communicates&builds corporatepersonality/image Supporttheotherelementsin thecommunicationmix throughintegration. Enhancesthecredibility. Costeffective. Canbenewsworthyiflinked withevents sponsored,celebrities etc.,

    Disadvantages Limitedleverageincontrolling
    themessageasthemediamay publishit. Noguaranteeofgainingany coverageparticularlyona newsworthyday. Difficulttomeasurethe effectivenessofPR Canalsocreatenegativeimpact

    17-12

    Functions of PR

    Opinion forming Counseling senior management Liaison with public officials. Community relations. Product publicity. Corporate performance. Event management Crisis management.

    17-13

    Important Stakeholders of PR
    STAKEHOLDER

    PR TOOLS News letters Intranet Meetings & conferences Annual get together Press releases Vacancy advertisements. Career fairs Corporate web site

    Employees & potential employees. Trade unions

    17-14

    STAKEHOLDER Shareholders & Investors

    PR TOOLS Quarterly review reports Annual reports AGMs Corporate web site Press releases and other media reports Annual conference Corporate web site

    Suppliers & Distributors

    17-15

    STAKEHOLDER Customers & potential customers

    PR TOOLS

    Media releases Statements by top officials. Corporate web site Sponsoring local events Offering employment opportunities. Factory visits for the key personal in community. Participating in local customs & respect to their culture

    Local community

    17-16

    STAKEHOLDERS Local & central government

    PR TOOLS

    Compliance to local law. Disclosing organizations activities & revenues. Contributing for the wellbeing of the society. CSR Provide a chance to get more information. Corporate gifts Press releases Invitation for company important functions

    Media

    17-17

    When PR is used for the purpose of marketing its product and services, it is known as Marketing Public Relations (MPR)

    It can be a very important component of the entire communications mix of the company

    17-18

    Objectives of MPR

    Assist in the launch of products/company Assist in repositioning a mature product Building interest in in a product category Influencing specific target groups Countering negative publicity Building corporate image that rubs off onto its products

    17-19

    PR Planning Process
    IdentifythePRproblemor opportunity PlanningofPRactivities Implementationoftheplan Evaluationoftheplan

    17-20

    Public Relations
    Major Public Relations Tools
    News Speeches Special events Written materials

    Audiovisual materials

    Corporate identity materials

    Public service activities

    Buzz marketing

    Social networking

    Mobile tour marketing

    Internet

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