Unit-1

PR Campaign

Planning
 Meaning and Definition of Public Relations
Need and importance of public relations in 21 s t century
Anurag Dwivedi
Meaning of Public Relations
◦ The phrase ‘public-relations’ has two words namely, ‘Public’ and ‘Relations’.
◦ A ‘public’ is a group of individuals having similar or common interests; an

association of persons having the same interests, problems, circumstances,
expectations and goals.
◦ In the sense of Public Relations, ‘publics’ are customers, employees, suppliers,

lenders, shareholders, special interest groups, government, middlemen and so on.
Meaning of Public Relations
◦ In simple terms, public relations is a strategized process of managing the release

and spread of organization-related information to the public to maintain a
favourable reputation of the organization and its brands.
This process focuses on:
1. What information should be released,
2. How it should be drafted,
3. How it should be released, and
4. What media should be used to release the information

Definition of Public Relations
◦ The Chartered Institute of Public Relations (CIPR) defines PR as, “Public

Relations is the planned and sustained effort to establish and maintain goodwill
and mutual understanding between an organization and its public.”
◦ According to the Public Relations Society of America, “Public Relations helps

an organization and its publics to adapt mutually to each other. Public Relations is
an organization’s effort to win the cooperation of group of people. It helps
organizations effectively interact and communicate with their key publics.
Definition of Public Relations
◦ Definition by Edward L. Bernays:
Public Relations is the attempt by information, persuasion and adjustment to

engineer public support for an activity, cause, movement or institution.
Importance of PR
Importance of PR
• Increases Awareness
The company and the PR department primarily focuses on spreading awareness by
making people understand the product specifications and brand values.
• Creates Brand Image and Reputation

The company has a chance to improve its image and build up a reputation among
the public through public relations practice.
• Develops Loyalty
The customers generate a loyalty factor for the brand because of an intense public
relations practice. They tend to buy from the company repeatedly.
Importance of PR
• Promotes Goodwill
In the long term, public relations practice paves the way for creating substantial
goodwill for the company.
• Builds Trust and Credibility

The repetitive brand promotion, done in a way to align the company’s objectives to
those of the society and the target audience, develops trust and credibility among
the public.
Functions of PR
1. Anticipating, analyzing, and interpreting the public opinion and attitudes of the
public towards the brand and drafting strategies which use free or earned
media to influence them.
2. Drafting strategies to support the brand’s every campaign and new move through
editorial content.
3. Writing press releases and content for different media platforms.
4. Planning and executing special public outreach and media relations events.
Functions of PR
5. Developing a crisis public relations strategy.
6. Handling the social media presence of the brand and responding to public
reviews on social media websites.
7. Dealing with government and legislative agencies on behalf of the organization.
8. Handling media relations by providing newsworthy information to journalists

through press releases.
9. Investor Relations
PR Campaign
Planning
Objectives, Advantages and Disadvantages of Public Relations
Objectives of Public Relations
Like other aspects of marketing promotion, public relations is used to address
several broad objectives including:
• Building Awareness
When introducing a new product or re-launching an existing product, marketers can
use a PR element to generate customer attention and awareness, particularly
through media placements, social media announcements, and special events.
• Creating Interest
Any positive attention PR can generate among media outlets, whether it results in
an in-depth story or just a brief mention, can help entice interest within a target
audience. For example, around the holiday season, a new festive holiday food may
receive PR support with promotional releases sent to the food media, or through a
free sampling event that may attract local television coverage.
• Providing Information
PR can be used to provide customers with detailed information about products and
services. Through organization-produced materials, such as online video tutorials,
customer newsletters, social media postings, and other useful material, PR delivers
information to customers that can help them gain understanding of the product or
organization.
Stimulating Demand
While not as effective as sales promotion for moving customers to make a purchase,
PR can still be a useful technique for building demand. For instance, a positive story
about a product in a major media outlet can lead to a discernible increase in product
sales.
• Reinforcing the Brand
In many organizations, the public relations function is also involved with brand
reinforcement by maintaining positive relationships with targeted audiences and
thereby aiding in building a strong image. Today it is crucial for organizations and
brands to build a favorable image. A strong image helps the marketer grow its
business and may also help protect the organization in times of crises.
Advantages of Public Relations
The advantages of Public relations are as follows
• The news is considered more impartial as it is from an outside source and is not
sourced from the newsletter, advocated blogs, or the official website of the company.
• As it is credible, it has a direct impact on changing attitude and behavior of people

towards a brand or an organization.
• Public relations have a wider reach and thus can influence innumerable people easily
at a given point in time.
• Easy access to the general public without the high cost

Advantages of Public Relations
• Media relations is also important for businesses for press coverage of your
company and building Brand Awareness. This gets your company’s name out
into the public consciousness and informs consumers of your company’s
products, services, mission and identity through media channels that they trust
and have chosen to consume.
• Press coverage usually results in an increase in the branded search term on

Google(SEO) as people look up your company online after watching or reading
about it in the press. Similarly, you may notice an increase in likes and shares on
your social media.
Disadvantages of Public Relations
• Forming and maintaining a relationship with media is a dicey job and can turn
anyways at the drop of a hat
• It comes with a steep price as you have to be on your toes the whole time
• The news cannot be controlled
PR Campaign
Planning
Duties and Responsibilities of a PR Professional
Duties & Responsibilities
◦ Planning
It is the first task in the duties of a PR professional. Endlessly, the public relation
professionals plan, determining the objectives, needs priorities and targets for the
entire PR function. This is the duty on which all the other duties of a PR professional
depends.
◦ Management
PR is considered as a strategic management function. PR managers needs to be able
to administer the overall public relations program to ensure that it runs on time,
within budget and ends up with a successful record of achievement.
◦ Maintain Relations
Public relation manager maintains relations with journalists, technical experts,
politicians, academics, opinion formers and with the employees, customers of the
organizations, etc. All PR communication should be to some agreed and identified
purpose which helps achieve their overall objectives in due course
◦ Organize
Public relations managers have to arrange special events from press briefings and
conferences, from annual general meetings and press tours to factory visits, award
functions, charity events etc. Organizing events for related to media relations and
image building is also in the scope of PR.
◦ Writing/ Editing/ Production
It is the duty of the PR professionals to write news releases, newsletters, reports,
speeches, scripts etc. and production of house journals, Posters, films audio visuals
etc. PR professionals do not only have to write them, they also have to edit them at
times.
◦ Research
One of the main areas of activity for PR practitioners is gathering intelligence
information. They need to know where to go for information, what to look for and
how to analyse it, and update it.
PR Campaign
Planning
Difference Between Public Relations, Advertising, Marketing, Sales Promotion,
Publicity and Propaganda
The Definitions
◦ Media Relations
Media relations is defined as a process that involves working with the
media and with journalists to inform the common man about the
policies, mission, vision and practice of an organization in a credible
manner.
◦ Advertising
Advertising is defined as any paid form of non- personal communication
about an organization, product or service by an identified sponsor
The Definitions
◦ Direct Marketing
Direct marketing consists of any marketing that relies on direct
communication or distribution to individual consumers, rather than through
a third party such as mass media.
◦ Sales Promotion
A very important part of IMC, sales promotion can be defined as those
marketing activities that provide extra value or incentives to the sales
force, the distributors or the ultimate consumers and can stimulate sales.
The Definitions
◦ Publicity
Publicity refers to non-personal communications regarding an
organization, product, service or idea not directly paid for or run under
identified sponsorship. It usually comes in the form of a news story,
editorial or announcement about an organization or its products.
◦ Propaganda
Propaganda is a mode of communication used to manipulate or influence
the opinion of groups to support a particular cause or belief. Though its
use is not exclusively negative, propaganda very often involves a heavy
emphasis on the benefits and virtues of one idea or group, while
simultaneously distorting the truth or suppressing the counter-argument.
Any Doubts?

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PR Campaign

◦ A ‘public’ is a group of individuals having similar or common interests; an

◦ In the sense of Public Relations, ‘publics’ are customers, employees, suppliers,

◦ In simple terms, public relations is a strategized process of managing the release

This process focuses on:

1. What information should be released,

2. How it should be drafted,

3. How it should be released, and

4. What media should be used to release the information

◦ The Chartered Institute of Public Relations (CIPR) defines PR as, “Public

◦ According to the Public Relations Society of America, “Public Relations helps

◦ Definition by Edward L. Bernays:

Public Relations is the attempt by information, persuasion and adjustment to

• Creates Brand Image and Reputation

• Builds Trust and Credibility

3. Writing press releases and content for different media platforms.

7. Dealing with government and legislative agencies on behalf of the organization.

8. Handling media relations by providing newsworthy information to journalists

• As it is credible, it has a direct impact on changing attitude and behavior of people

• Easy access to the general public without the high cost

• Press coverage usually results in an increase in the branded search term on

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