SYNOPSIS On

WHAT THE MANAGEMENT DEFINES. PUBLIC RELATIONS REFINES

K.R. BALAN

Submitted To: Mr. S. Sai Baba Mr. T. Thirumal Reddy

Submitted By: Anurag Sharma TPS: SEC-B Roll No. - 069

About the Author:

Prof. K. R. Balan had done his B. A. in English Literature Honours, and had intensive training under eminent personalities in Marketing, journalism, Public Relations and Social Sciences. He gained practical experience in one of the largest advertising agencies J. Walter Thompson Co., New York, USA. He served govt. of India as a news coordinator during World War II and worked in Brook Bond, Tata, and after retirement he became the Chairman, Board of Examiners and Chief Professor of Public Relation and Communication. He was a national counselor in Public Relations Society of India. He had written more that eighteen books and 50 papers on Public Relations, Communication, Advertising, and Marketing. Recipient of National Award for Voluntary Organizations for excellence in the public relations profession

About the Book:

This book certainly gives us an idea about the practice of public relations and importance of this practice as a one of the most important discipline of the management. This book is a very good attempt to explain the importance of this practice in the past and at the same time in the present; the writer has emphasized mainly use of the tools which are related with the practice of the Public Relation. In this book the author has suggested that how a very good use of these tools can benefit the people, corporate sector and nation and what are the improvisations are required and how to get the maximum possible output from this coordination. At the same time the author suggested that how we should avoid the wrong use of these tools as the welfare of the human being should be always our main priority. If we do things in such a manner definitely we will have a new and better society.

Contents
y y y y y y y y

Understanding Public Relations Interface of Public Relations and Journalism Advertising as a Tool of Public Relations Components of Corporate Communication Laws of Relevance to Corporate Public Relations Manager Social Audit: Corporate Social Responsibility begins where the Law ends Interface of Government and Corporate Public Relations The role of Public Relations in Voluntary Organizations

Understanding Public Relations

This is the first chapter of the book and in this chapter the writer has introduced the public relation. He took the example of Thomas Jefferson who coined the word Public Relation instead of State of Thought. The writer says that public relation came into being many centuries ago in England, where the kings maintained Lord Chancellors as Keepers of the Kings Conscience In the 1880s PR got an impetus from American Industrialization. In 1896 The US Presidential Candidates used PR as an effective means of communication to reach the masses. The institution of Public Relation arose out of the phenomenal growth of the industry in the western countries. In the 19th century public be dammed attitude of the industrialists, which came in for strong criticism in for at the hand of social workers and political writers. The theory of Laissez Faire, which then held the field in most of the advanced countries. Particularly helped this type of attitude. Business did not care for the people. Consequently the public became intolerant of business. When business organizations realized this then they started practicing the Public Relations in order to improve their relation with the public. Government of India had also realized the importance of Public Relation even in the British days and after the independence government took many steps to improvise the level of this practice. In this context the formation of Public Relations Society of India was a major step, which was established in 1958 to promote recognition of Public Relations as professional discipline and to formulate and interpret the objectives and penalties of Public Relations. Indian Public Relation Society has conducted International PR Conference and adopted the codes of the International Public Relation Association (IPRA). On international level IPRA is also doing a very good job by handling PR Congress every three years at anyone of the national headquarters of the Public Relations Society. The objective of Public Relations firms is not only to inform the people but also to educate the people. To get the maximum output international federation of Public Relations Association is trying everything to establish the best possible coordination among all the PR Associations. The writer tells about the qualities needed to succeed in Public Relations, he says that this practice demands common sense, the capacity for logical thinking and good judgment for management ability to carry out the program with the ability to talk and write with coherence and confidence. He also tells about the importance of the Public Relations in educational institutions, he says that in educational institutions this practice is also required to maintain

the relation among the teachers and the students and among the staff and with the other institutions. The writer says that in todays scenario where the changes occur in the corporate world with a blink of eye a much needed professional approach is required to raise the standard of this practice. Today lots of firms and corporate sectors are focusing on this discipline of the management but still there is a long way to go but in the present time they are using this tool to maintain their interpersonal contact, promoting goodwill of organization, keeping touch with the different communities and to maintain their relation with their partners and competitors. Where the basic approach is to satisfy where

interpersonal and intrapersonal consumer but instead of all this PR professional are totally independent to perform their job because what they do is totally dominated by the organization and a very less credit is given to them for their hard work but still the writer says that we cannot blame the situations as he say the handsome is as handsome does, then it may be true that Public Relation is what Public Relation it done. In this chapter the writer says that a PR firm should give the reference to the media because its one the most important tool to disseminate the information among the public in favor of the organization. It is also very o=important tool when we try to get the feedback form the pubic. But he also tells about the use of this tool in such a way so that we can maintain and improve the image of the organizanitiona and he had already suggested some where to grow for the negative Publicity as he said that negative point become the topic of the talking and they remained for the long time in the minds of the public. So sometimes negative publicity also bugs for your image because you come into the limelight.

Interface of Public Relations and Journalism

In this chapter author had taken the example of Adam and Eve Story, where he tried to give a glimpse of the PR of Satan and he has given the definition of Public Relations as follows public relation is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public. There he has tried to explain the meaning of few words which are Deliberate: as they dont want anything to happen accidentally. Planned: there must be a control, nothing left to chance. Sustained: Idea has to be implemented in such a way so that it can remain in audience mind as human memory is short. Understanding: There must be a good understanding between two identities as there should be no communication gap. Organization: As no one works in vacuum, everybody works for somebody, even if we work for charity, we work for someone. Public: As the organization for which the PR practitioners work must be appreciated by the people around it. The writer says that Public Relations cannot be compared with the science, the ethics of this practices cannot be compared with an equation of science because we cannot compare the emotion of a human being like joy, happiness, hope, sad etc. Functions of PR: PR actually promotes the goodness for a person or an organization. Establish bond of relationship between two groups of public. It is also considered as a plastic surgery to beautify the image of an organization Build the public opinion, execution of the programs, communication of the program Find out the attitude of the public, analyze the public interest, defines the objectives of the organization, measure the public understanding and acceptance.

Then the writer defines relation between the journalism and public relations, he says that because of the vital approach and the freedom, journalism is the main tool for the public relation, which should be always preferred by all PR practitioners because the reach of journalism is among every type of the group of the people so we can use this tool to disseminate the information among the public and to educate the public. By Press Release and Press Conference we do the same using newspaper as a tool. He also explain the various tools of the journalism viz. newspaper, magazine, house journal, dailies, and annual magazines. He also tells the relation between the media and organization should be very good because both get benefited from each other. But as the same time he aware us about the social responsibility of these two groups. He took the example of John Milton, in his words though all the norms of doctrine were let loose to pay upon. He also wants that journalists should take care of the privacy of the people because sometime reporter are taking the advantage of their position and they try to make the news instead of reporting. In this context he gave a very good example of Washington Post, were this newspaper got Pulitzer Price because of false reporting they return the price in embarrassment. He took the statement of Oliver Cromwell, gave to the General Assembly of the church in Scotland in 1650, I beseech you in the bowls of priest, think if possible you may be mistaken.

Advertising as a Tool of Public Relation

In this chapter the writer has chosen advertising as a successful tool of public relation in new era as the reach of the media among the people is vital and advertisement is the persuasive communication to the larger number of buyers. It is non-personal form of communication conducted through paid media under clear sponsorship. It is very speedy that why it has become one of the very practice nowadays. He says that if you dont have a very good advertising strategy your marketing and sales strategy will not going to work a lot for you. So he said that having a good production, marketing, and sales is not sufficient for a firm, a very good advertising strategy is also required to compete in the business as advertising alone cannot compensate for a bad project, market or a week point of product. But at some extant it boosts your sales and develop a long term goodwill. It also reduces the cost on your sales person and encourage the competition and quality of the product. He suggested that television, print media can be chosen as the tool of advertising as they got very good acceptance among the people. He also discussed the Indian Consumers Complaint Council, which is establishing to look after the fundamental rights of the consumer because ultimately the consumer should not be suffered because of this practice, as WHO has also announced that we cannot do business at the expense of innocent people.

Components of Corporate Communication

Writer says that there is no part of civilized activity that is not affected by the printed world. As the worlds population multiplies the need for communication. Demand of the group newspaper, maps, signs and labels are increasing day by day, through printed message we have to access a permanent region of information. The writer defines the house journal as a tool of communication for the organization. As he said an organization can put those information in general, whatever they want to share with the public. In the chapter he discussed about the four types of the journal: Internal External Combine Internal and External House Journal Client or promotional House Journal.

He says that in house journal we can cover chairmans speech, business updates, exports and imports, signing of agreement, a profile, new project, employees union, personal achievement

Laws of Relevance to Corporate Public Relations Manager

By taking the example of lawyers he said that the lawyers sometime do not understand what is Public Relations. Writer says in todays environment demand of Public Relations, are the skills of a General who can make a war and who talents who can speak for its public. The strategies of a politician, who knows what strings to pull and the knowledge of psychiatrist, who understands how crazy people are and why craziness is not so bad. He also took the example of Georgia Bad Association which understood the importance of the PR and they published a nineteen page booklet in 1975 containing Public Relations as the main topic. The writer discuss about the press council and the freedom of the press in any country specifically in India. He says that Press Council acts as a body to guide the press. He also talks about the importance of news agencies because a news paper or a magazine cannot have its reporter in every city nations. What they do actually they keep a reporter in every capital of the state who gather the information from the different agencies and then reports to their respective newspaper or magazine. PR and news agencies depends on each other because the publicists provide the matter to the newspaper in order to maintain their public relation and at the same time by this advertisement newspaper get benefited as they get money to run their organization. He took the name of three foreign news agencies: Kyodo Japan Ansa Italy Central News Agency of China China Tanjug Yugoslavia Press Agency Polish Press Agency Poland Iraqi News Agency Iraq Novasty Press Agency USSR Depth News Asia Philippines

Social Audit
In this chapter writer took the example of John Elkington, in his book businesss through Glass, he write mention the same social audit in the board rooms of some companies and you run the risk of being carried out at a stretcher. Why these two words such an effective trigger of the corporate adrenaline. In this chapter the writer discuss about the social responsibility of the organization that it has to pay towards the human society. He says that for an organization CSR becomes an important thing because they have to respect the feelings of the consumer, liking of the consumer, culture of the society and dignity of the society and the quality of the product is also one of the important responsibility for the corporate sector or an organization.

Interface of Government and Corporate Public Relation

In this chapter writer discuss about the relation between the govt. and the corporate sector. The writer says that in the present time where the many countries are free, we have more independent people as we ever had. He said that after independence of few countries those countries which was successful to maintain the good relation between the government and corporate sector develop very fast. If not then for the ills economy has has suggested three points that are CONTROLS, DECENTRALIZATION, LITERACY, FOOD and POVERTY, ADMINISTRATIONM, FOREIGN EXCHANGE, maintaining PUBLIC DEPTH, balancing fiscal deficit and having good relations with public sector and recognizing the COMPETITION. He also favors the need for a new administrative culture and for that he had defines the new structure of enterprise and he suggested that ultimately you have to do your own business among the people so you have to realize that the people are ultimate power so we should respect the happiness and dignity of people and to maintain that we need to maintain their enthusiasm and motivate them by giving rewards. He says that we should avoid bad people management and consider people as a human being.

Critical Appraisal
This book talk about the PR practice and PR practitioners very well but somewhere it gives the feeling that the writer has focused on the tools and the mass communication. He has explains very well that why this discipline of the management is misunderstood and underestimated at the same time somewhere I felt that he was not able to relate the function of the PR with the tools of the PR because the variation in example were very less and sometimes they were focused only two or three organizations.

Conclusion
This book is very good to understand the basic approach, scope and functions of the PR practice. As tools of the PR practice are defined very deeply so one can have a very good knowledge of mass communication relation of newspaper with the corporate sector. Finally the books explains the requirements of the knowledge and how to use the tools of the Public Relations to be a successful pursuits of this profession and to get the maximum advantage from the Planned Public Relation Policy