Neha Banerjee

“Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” PRSA

“The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization(or individual) and its (or their) publics” PRIA

“Public Relations is about reputation- the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics”CIPR

“Public Relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events.PR is used to promote product, people, idea and activities” Philip Kotler

Paid media vs earned media Purchase vs independent verification

by a trusted third party Exposure vs trust Guaranteed placement vs no

guarantee Complete creative control vs media

controls final version More expensive vs less expensive

“ Advertising is what you pay for,publicity is what you pray for”

A recent study from 2014 by Neilsen commissioned by in Powered on the role of content in the consumer decision-making process concluded that PR is almost 90% more effective than advertising

Expert content lifted familiarity 88 % more than branded content

Launch of Tata Nano

PRINT ADVERTISEMENT

TATA NANO TVC

TATA NANO LAUNCH EVENT:

Stake Holder

Stake Holder

Organization

PRSI Optimistic – growing Huge network of home grown and

MNCs Offering integrated campaigns ORM is becoming crucial Specialized agencies

Media Client Agency Spokesperson/spokespeople Brief Target media Pitch

Corporate communications Marketing communications Digital pr Online Reputation Management Integrated marketing communications Traditional PR Digital PR Proactive PR & Reactive PR