CHAPTER FIVE: PUBLIC RELATION

5.1 Definition

What is PR?

A promotion intended to create goodwill for a person/ institution.

(Wordnet)

The actions of a corporations, store, government, individual, etc., in promoting goodwill between
itself and the public, community, employees, customers, etc.

(Dictionary.com)

The methods and activities employed to establish and promote a favorable relationship with the
public.

(thefreedictionary.com)

“Public Relation is the are tans social Science of analyzing trends, predicting their
consequences, counseling organizational leaders, and implementing planned programs of action,
which will serve both the organization and the public interest” as it is defined by the first world
assembly of public Relations Associations, held in Mexico city in August 1978

A public relation is the practice of managing communication between an organization and its
publics.

Public Relations provides an origination or individual exposure to their audiences using topics of
public interacts and news items that provide a third party endorsement and do not direct
payment.

The aim is often to persuade the publics or their stakeholders to maintain certain point of view
about the organization. It is a strategic communication process that builds mutually beneficial
relationship between organizations and their publics.

PR is all about publicity.

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Publicity is any information which brings to a person, place or thing to the attention of the
public. It is a way to bringing the attention of a defined target audience a specific, other than paid
advertising. Paid advertising is the process of telling people through commercial mass media
where the advertisers have to pay for advertising space or airtime.

Reasons for PR

1. Growth in corporate. Businesses are growing bigger. Tight competition thus, arise complexity
in the world of business, where PR is needed to manage reputation and the targeted market.

2. Internal communication. It fosters communicating with employees of the organization.

3. Globalization. Especially in the field of economic where the world has become one giant
market, PR is important in communicating with the companies throughout the world.

4. Growth of media. The growth of media has increase the number of tools or medium
communication. Organization needs to utilize these Medias in order to create an effective PR.

Benefits of PR

i. Helps build positive image and thus helps to minimize damage when something goes
wrong
ii. Manage the information by which people form their opinions
iii. The quickest way of reaching the audience
iv. Helps maintain communications with the most important business audiences

Types of PR tools

The types of key tools available to carry out the public relations function include:

 Media Relations  Speaking Engagements

 Community Relations and Philanthropy

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1. Media Relations-Publicize products or the company to members of the press like TV
and Radio, newspaper, magazine, newsletter and Internet. Key tools used in media
relations include:
Press Kits- Include has written information such as a news release, organization
background, key spokesperson biographies and other supporting materials that provide
information useful to reporters.
Audio or Video News Releases - These are prerecorded features distributed to media
programming. E.g video news release.
2. Matte Release- Some media, especially small local newspapers, may accept articles
written by companies often as filler material when their publication lacks sufficient
content. PR professionals submit matte releases through syndicated services (i.e., services
that supply content to many media outlets) or directly to targeted media via email, fax or
snail mail.
3. Website Press Room-While hard copies of materials are used and preferred by some
media, marketers are well served by an online press room that caters to media needs and
provides company contact information.
4. Media Tour- Some new products can be successfully publicized when launched with a
media tour. On a media tour a company spokesperson travels to key cities to introduce a
new product by being booked on TV and radio talk shows and conducting interviews
with print and Internet reporters. The spokesperson can be a company employee or
someone hired by the company, perhaps a celebrity or "expert" who has credibility with
the target audience. One common use of the media tour is the book tour, where an author
travels the country to promote a newly released book.
5. Newsletters- Newsletters can be directed at trade customers, final consumers or business
buyers and can be distributed either by regular mail or electronic means. Marketers using
newsletters strive to provide content of interest to customers as well as information on
products and promotions. A bookstore may include reviews of new books, information on
online book chats and information on in-store or online promotions. A food manufacturer
may include seasonal recipes, information on new products and coupons. Online
newsletters offer the opportunity to link to stores carrying the marketer's products.
Effective newsletters are sought out by and well received by interested audiences.

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6. Special Events-These run the gamut from receptions to elegant dinners to stunts. Special
events can be designed to reach a specific narrow target audience, such as individuals
interested in college savings plans to major events like a strawberry festival designed to
promote tourism and regional agriculture. As with all PR programs, special event
planners must work hard to ensure the program planned conveys the correct message and
image to the target audience.
7. Speaking Engagements-Speaking before industry conventions, trade association
meetings, and other groups provides an opportunity for company experts to demonstrate
their expertise to potential clients/customers. Generally these opportunities are not
explicitly for company or product promotion; rather they are a chance to talk on a topic of
interest to potential customers and serve to highlight the speaker's expertise in a field.
The right speaking engagement puts the company in front of a good target audience and
offers networking opportunities for generating customer leads.
8. Sponsorships- Companies and brands use sponsorships to help build goodwill and brand
recognition by associating with an event or group. Marketers can examine sponsorship
opportunities to find those that reach target groups, fit within a specified budget and
provide sponsorship benefits that suit the marketer's objectives. Most organizations
seeking company sponsors provide information on the variety of sponsorship levels
which include data on event audience, exposure opportunities, which can include signage,
T-shirts, public announcements and numerous other opportunities, receptions and much
more. Marketers can use this information to help match sponsorship opportunities with
the company's
9. Employee Communications- For many companies communicating regularly with
employees is important in keeping employees informed of corporate programs, sales
incentives, personnel issues, as well as keeping them updated on new products and
programs. Companies use a variety of means to communicate with employees, including
Intranet, email, online and print newsletters. In larger firms an in-house PR department
often works in conjunction with the Human Resources Department to develop employee
communications.
10. Community Relations and Philanthropy-For many companies fostering good relations
with key audiences includes building strong relationships with their regional community.

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Companies implement programs supportive of the community ranging from supporting
local organizations and institutions to conducting educational workshops to donating
product for community events and charitable fundraisers. The goal is generally to
develop a positive relationship with members of the community. Effective community
relations can help a company weather bad publicity or a crisis situation that can
unexpectedly arise due to a problem with a product, unethical behavior by management,
or even by false rumors.