Introduction to Public Relations

Public relations and Advertising:

Public relation is the business of creating and changing attitudes.

“Salomon Lee: At its essence, PR is about managing and shaping public perception about your company, product, service, brand and an individual. In some cases, it can turn doubters into evangelists for your company, brand or persona.”

George F. :

Everything involved in achieving a favorable opinion.

Mark Burgess:

PR focuses on building good relations with the company’s various publics by obtaining favorable publicity, building a good corporate image and handling crisis management issues. Today, a good PR firm must be an expert in the use of social media. 

Lee Greenhouse:

PR is a set of activities aimed at increasing a vendor’s positive exposure with its markets.

Edward Bernays:

It is a planned and sustainable effort to establish and maintain mutual understanding between an organization and its publics.

PR is a management function that facilitates effective communication between an organization and its various publics for mutual benefit.

Objectives of Public Relations:

● Product Awareness:

• What promises the product makes?
• What changes the product will bring?
• Why product is necessary?

● Creating Interest: (engagement/desire)

• Features of the product
• How the product is different from other products?

● Detailed Information:

• Positive points
• Negative points

● Increase in Demand:

• By making new and new things
• By creating (introducing new features)

● Rapprochement:

• One to one meetings

● Image building / Reputation:

• For crisis management
• Building trust

● Relationships:

• With stakeholders
• With employees

*Products cannot stand without shares.*

● Bond of trust:

• Trust of employees
• External and internal contacts

● Getting Cooperation:

• Cooperation with retailers
• Cooperation with ones making ingredient of products

● Attitude Alteration:

• Behaviors
• Alter the state of mind of others

*Role of PR is to satisfy and convince consumers.*

Functions of Public Relations:

Main functions:

• Media representation
• Crisis communication
• Content management
• Stakeholder relation
• Social media management
• Internal relations

Others:

• Community Relations
• Employee relations
• Government relations
• Financial relations
• Media relations
• Public affairs
• Product publicity
• Corporate communication
• Lobbying (dealing with legislators and government officials)
• Counseling