Chapter 14

Public Relations

Public Relations
According to Institute of Public Relations (IPR) public relations practice is the deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its public.

Types of Public Relations

Corporate Public Relations: Stakeholders -Internal PR: Employees -Public affairs: Govt. , regulatory authorities, local communities. -Financial PR: Banks, shareholders, investors. -Media PR: Radio, television, trade related press. Marketing Public Relations: Suppliers, distributors, competitors, customers.

The Process of PR
(1) Understanding public attitude PR planning Identifying impending (future) crisis situation Preparing the organization to handle crisis situation Improving the organizations communications with the publics.

The Process of PR
(2) Developing a PR plan Step 1 Need Assessment Step 2 Planning: Details about target public, tactics, strategies, timeframe, budget, message, tools to be used. Step 3 Implementation Step 4 - Evaluation

The Process of PR
(3) Implementing the PR program: Media to be used to implement the PR program: Personal Communication Printed Communication Press Release Visual Communication Films Television Exhibitions Sponsorships

Measurement & Evaluation of PR Effectiveness

It involves measurement of the success or failure of PR strategies, activities, and tactics in producing the desired output, outtakes and outcomes.

PR Evaluation Process
Setting specific measurable PR goals & objectives Measuring PR Output Measuring PR Outtakes Measuring PR Outcomes Measuring Business or Organizational Outcomes

Measuring PR Output
Result generated in short term. Media output measurement options are: -Impressions -Ad Value to PR -Cost -Reach -Prominence -Message Delivery - Tone -Share of Ink -Share of Voice

Tools for Measuring PR Effectiveness

Tools for Measuring PR Output: Media content, Cyber space, trade show & event measurement, public opinion polls

Tools for Measuring PR Outtakes: Awareness & comprehension, recall & retention.
Tools for Measuring PR Outcomes: Attitude& preference, behavior measurement.

Tools for Measuring PR Output

Media Content Analysis: Length of the Report, Placement of the report, Subject of the topic, Key messages, Visuals, Favorability Cyberspace Analysis Trade show & Event Management Public Opinion Polls

Role of Public Relations in Crisis Management

-Rules to be followed in a crisis situation: Appoint a single formal spokesperson Be open and honest Gain employee trust Address public concerns Legal limitations