Public relations

PUBLIC RELATIONS

What is Public Relations ?Public relation is a persuasive communication tool that ,people can use to motivate other people and institutions To help them achieve their goals

Who are the Publics

Publics are

the interested audiences that are important in some way to an organization including ,current and potential customers, current and potential employees and management, investors, vendors and suppliers, media, government, and opinion leaders. They can be internal within an organization or external from an organization

4 steps for public relations to accomplish its goals

1.Identify existing relationships

2. Evaluate the relationships

3. Design policies to improve the relationships

4. Implement the policies

1.Identify existing relationships :-

In modern society institutions have many relationships

EX:

school

students

Neighborhood

community

faculty

staff

benefactors

2. Evaluate the relationships :-

The public relations practitioner studies these relationships to determine How well they are working.

This evaluation is an ongoing process.

3. Design policies to improve the relationships :-

The job of public relations people is to recommend policies to top Management to make these relationships work better, not only for the organization but also For the partners in each relationship

Types of Public Relations

1.External Relationships

2.Internal Relationships

3.Media Relationships

1.External Relationships:-

Public relations engage with groups and people

outside the organizations. These include customers, dealers , suppliers , community leaders and policymakers

2.Internal Relationships :-

Organizations need internal communication for optimal relations among employees, managers, unions, shareholders and other internal constituencies. In-house newsletters, magazines and brochures are elements in internal public relationships

3.Media Relationships :-

For communication with large groups, organizations rely largely on mass media. It is media relations people who respond to news reporters queries, arrange news conferences, issue statements to the news media and often serve as an organization’s spokespersons

Functions Of Public RelationsCommunity Relations:-

Any organization must be seen as a good community citizen and should have the goodwill of the community in which it operates. An effective community relations program will need to be continuing and comprehensive.

Employee Relations :- Maybe the most important resource that a

company has are its employees and the customer service they provide. The functions of public relations in regards to the company’s employees is the maintenance of employee goodwill. The image and reputation of a company among its employees is also another responsibility of public relations in its function of employee relations.

Product Public Relations :- When new products are introduced to the

market the role that public relations plays is crucial for creating awareness and differentiating the product in the public’s eyes from other similar products. When existing products need a push public relations is often called on the improve product visibility.

Financial Relations:- This function involves communication with the

wide variety of individuals and groups that the company deals with in the course of its operations. This includes the stockholders and investors but is not limited to them.

Political and Government Relations :- The wide range of activities that public relations

has to cover in the political arena includes influencing legislation that can be hindrances to the proper operation of the company. Public relations in politics may have to stage debates and seminars for government officials.

Crisis Communications:- When anything untoward happens like

an accident in a production plant it is the job of public relations to provide honest and accurate information so that the uncertainty by the people involved directly or indirectly can be assuaged. Natural disasters, management wrongdoings, bankruptcies and product failures are crises which public relations must play a large part.

PUBLIC RELATION OFFICERPublic relations officers plan, develop, put into place and evaluate information and communication strategies that present an organization to the public, clients and other stakeholders. They also promote good information flow within their organization.

Public relations officers may perform the following tasks:

monitor public opinion regarding an organization or particular issues

develop and implement communication strategies for an organization and advise management on communication issues and strategies

plan public relations programs, including the preparation of cost budgets

present arguments on behalf of an organization to government, other organizations and special interest groups

respond to enquiries from the public, media and other organizations

arrange interviews with journalists, prepare and distribute media releases, and liaise with and make statements to the media

write, edit and arrange production of newsletters, in-house magazines, pamphlets and brochures

assist with preparing organizational documents such as annual reports, corporate profiles and submissions

write speeches, prepare visual aids and make public presentations

oversee production of visual, audio and electronic material, including managing websites

organize special events such as open days, visits, exhibitions and functions

conduct internal communication courses, workshops and media training

develop risk assessments and implement crisis management plans to ensure an organization's reputation is maintained

plan, develop and manage brand identity organize and manage events, exhibitions,

conferences and product launches procure sponsorship deals.

R.S.THILINI RASHMIKAEASTERN UIVERSITYTRINCOMALEE CAMPUSSRILANKA.