Dhanesh Gundla

Amogh Kadam
Prathmesh Parab
What is Public Relations ?
Public relations (PR) is the
practice of managing the flow of
information between an
individual or an organization and
the public.

The aim of public relations by a

company often is to persuade
the public, investors, partners,
employees, and other
stakeholders to maintain a
certain point of view about it, its
leadership, products, or of
 Definition

“Public relations is a planned process to

influence public opinion, through sound
character and proper performance, based
on mutually satisfactory two-way
communication.”
PR is essentially defensive
 It is a corporate armour that the company
can wear which would protect the company
during adverse times

Public relations can also be defined simply

as the practice of managing communication
between an organization and its publics
Marston‟s four-step “RACE”
model describes the PR process:

 R = Research
 A = Action
C =
Communication
 E = Evaluation
Functions of PR
 Promoting goodwill
 Promoting product, service, corporate
image
 Corporate communications
 Lobbying
 Counteracting negative publicity
Advantages of PR
 Credibility
 Cost
 Avoidance of Clutter
 Lead Generation
 Ability to reach specific groups
 Image Building
Disadvantages of PR
 Difficult to quantify PR benefits
 Lack of control
 „Deft‟ management required
 Role of PR Officer
• Advocate

The public relations manager is the chief advocate for

the company. He must focus all energy on building an
organization that will be deemed a good corporate citizen.
He is the mouthpiece for management -- and in political
circles known as the press secretary.

•Communicator

The public relations manager crafts communications

policies and oversees the development of all statements
and news releases for the company. Sociology,
psychology and good journalism are requisite talents for
the manager and staff. Communications must be clear,
concise and relevant to the audience.
 Problem Solver

The public relations manager is the ultimate spin

doctor. It is her job to put the best face on news and
information that could embarrass or malign the
company's reputation. Often, she will be called upon
to polish mundane information into platinum data that
gives the company more credit than would ordinarily
be due for routine accomplishments.

 Opinion Maestro

The public relations manager directs all outreach

efforts. He is responsible for media placements and
coordinating organizational functions and the efforts
of executives. It is his responsibility to determine the
executive appropriate for each situation and ensure
that person has approved information and statements
in hand.
Uses of PR
Customer complaints and redressal
 It is an opportunity to cement relations with
the customer
 Very important in the service and hospitality
industry
Combating rumours / falsehoods
 Confront and disclose facts in leading
media
 Give the positive side of the story
 Capitalise on rumour to your benefit
 Rumour can be dismissed as ridiculous
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
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
Public relations, marketing, and
advertising……
aren‟t they all the same thing?

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The answer is……not really!

 Marketing and advertising traditionally

promote products and services.

 Public relations promotes the entire

organization.

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For PR to work there are several
prerequisites
 It must first put its own house in order
 IR must have the respect of
employees and community
 Management must justify its profits
and prove that it is not profiteering
 Work for the community as an able
corporate citizen
How do PR people get their job
done?
 Using clout of the agency by virtue of
being a space buyer
 Cultivating relations with media and
leveraging that when required
 Communication that is newsworthy
and which media would be glad to
carry