2. What is Public Relations?
• Public Relations are the management function that
identifies, establishes and maintains mutually beneficial
relationships between an organization and the various
publics on whom its success or failure depend.
• According to British Council of the Institution of Public
Relations, “PR is the deliberate, planned and sustained
effort to establish and maintain mutual understanding
between an organisation and its public.”
• According to Public Relations Society of America , “Public
Relations is a philosophy and function of management
expressed in policies and practices which serve the public
to secure its understanding and goodwill.”

3. Process of Public Relations:
The process of PR, understandably implies a
series of steps but essentially quality is in focus.
Process of PR
Fact Finding Planning Communication Research Evaluation

4. Fact Finding:
A PR person particularly after joining must understand the
corporate objectives, know various publics. It has to find
out the problems and challenges, strengths and weakness
of the organization by personal as well as collective efforts.
Planning:
There are at least four primary reasons for planning PR
programmes.
•To estimate costs and man-hours
involved
•To decide priorities among
multitude of operations
• To set targets for PR operations
•To consider the feasibility of
carrying out the intended objectives
according to available resources.

5. Communication:
One of the most important human innovations in the new
millennium is the increasing speed of information transfer.
In essence, innovation in information transfer are bringing
PR practitioners closer to stakeholders who will ultimately
utilize the information of relevance to them.
Research and Evaluation :
Research and Evaluation will undoubtedly strengthen the
PR profession. Research in PR is not a separate subject.
The whole purpose of fact finding and planning will go
haywire unless the Research and Evaluation objectives
are kept constantly in view. Those are the very essence of
successful PR activity.

6. External Media Using
Photograph
Internal Media Working with
Individual group
Media Relations
Tools of PR Using Advertising
Community relations Other Publicity
Government relations Direct Methods of
Communication

7. External Media
Newspaper Radio Magazine Television Film Traditional Media

8. Newspaper
Though broadcast media have
become the predominant influence
in our society, the newspaper
retains a powerful position. Through
this newspaper many information of
PR able to reach many external
publics of a organization.
Radio
Radio is primarily a medium of
news and entertainment with
commentaries talk shows and
debate. In India, where many
people are lived in village. For this
the ways to reach rural audiences
are
Through news and information.
Through entertainment
programmes
Through the feature programmes.

9. Television
Television is now the most
pervasive and most influential medium of
mass communication. TV has impact and
realism is welcomed everywhere and is
readily available as a publicity medium for
PR practitioners.
Magazines
Magazines are an important
medium for product news, feature stories
and pictorial publicity. Which afforded
space to till a complete story are particularly
suitable for service or educational publicity
articles.

10. Films
The film is a very powerful
medium of PR, as a medium of
communication, instruction, education,
entertainment, marketing, research
etc.
Greater impact because of its
powerful appeal to eye, ear and
senses.
Effective learning aid on account of
auditory and visual qualities.
Accurate reproduction of objects and
events.
Clarity.
Long life-span and Measurability of
circulation and effectiveness
statistically.

11. Traditional Media
The traditional Media have played a
very important role in solving several
emotional problems. In the developing
countries where illiteracy is wide-spread
and communications scanty, the folk
media assume greater importance. In
India music, dance, drama have always
played an important role in combating
destructive elements and in harmonizing
emotional outbursts relating to caste,
creed, religion and language issues.

12. Internal Media
House Journal Bulletin Board Annual Report Printed Literature
House Journal
House Journals are one of the most effective tools that
organizations can use to communicate with their employees. It
is a periodical publication which tries to establish regular
communication between an organization and its employees and
other public.
Bulletin Board
Several times many organizations, publish many
important Notices, orders, for the employees of organizations
on a significant board, this is called Bulletin Board.

13. Annual Report
An annual report is the most essential and first hand
communication to introduce the company to the financial public
as well as to financial collaborators.
.
Printed Literature
Several times, some organizations are published
printed literature for understanding the use of the product or
about the product.

14. Media Relation
Press Conference Press Release Press Tour Exhibition
Press Conference
Press conferences are a traditional method of
giving information by direct use of face to face
communication, technique.
Press Release
The usual way of issuing information to the
press is by writing a press release. Press releases
are a traditional method of handing out information
and is a useful tool with the PR professionals.

15. Press Tour
Several times many organizations are invited
journalists to visit their production houses where
their products are formed. After visiting journalists
are written report based on this. For this press Tour
is a very important tools for the PR professionals.
Exhibition
Exhibitions are an important medium to
project on organisation’s materials process, products
on its activities services, ideas to the public. It offers
an excellent opportunity for personal contact with
prospective consumers, consumers or dealers.

16. Community Relations
A community is a group of people, who live in the same
place, share the same government and have a common
cultural and historical heritage. The people who live in a
community and the institutions that serve them are
mutually depend. The people cannot enjoy a good life
without the institutions. That is called Community
Relations.
The objective of community Relation of a Company –
To inform the community about company’s policies,
operations and problems.
To answer criticism and repel attracts by local pressure
group.
To promote the welfare of a community.
To inform employees connected with a company.
To find out what the community is thinking and saying
about a company and its policies and operations.

17. Government Relations
The function of PR in government is
essentially non-political. PR in
government department has two
main tasks-
To give regular information on
policy plan and activities and
achievements of the department.
To inform and educate the public
on legislation, regulations and all
matters that effect the daily life of
citizens.

18. Using Photograph for PR communication
Photographs and illustrations are an important aid to public relations. The
first point to appreciate is that photographs always lend authenticity.
Photographs reduce boredom. It has definitely edge over the printed matter.
It has newsworthiness even for the illiterates.
Working with Individual group
An influential group may consist simply of the ‘leaders’ of a
community or it may be any one or combination of organization.
Every service club, women’s group, political party, labour union,
religious unit, association, civic organization, welfare body, veteran’s
org, schools as a medium of communicate are the influential groups.
Using Advertising for PR communication
Advertising is also very effective medium for communicating. Public
Relations purposes. Traditionally, organizations have used advertising
to sell products but lately, firms use advertisements for purposes other
than product promotion. Public relations advertising focused on the
general image of the company wished to convey and the public issues
it wished to confront.

19. Other Publicity
Leaflets Stickers Level Direct Mail

20. Electric
Spectacular
Speeches and display
Speakers Signs
bureaus
Telephone
as a PR Post card
device Direct
Communication
methods
Communicating Letters
theory activism
Word
of mouth