t4 Pr Distinct From Other Forms of Public Communication

8/8/2019 t4 Pr Distinct From Other Forms of Public Communication

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Good eveningand

welcome !


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Bharatiya Vidya BhavanRajendra Prasad Institute of Communication & Management

Post Graduate Programmes in Communication

GROUP C-2 PUBLIC RELATIONS

Paper I Principles of PR & Communications

Marks 100

Sessions 30

Section-I Principles of Public Relations

Sessions 15

Topics 12

Section-II Communication

Sessions 15

Topics 9


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Paper I

Section I

Topic 4

Topic 4

Public Relations as distinct from

other forms of PublicCommunication -

Public Information

Publicity

PropagandaAdvertising

Lobbying


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Paper I

Section I

Topic 4

Public Relations Activities of persons or organizations intended to

promote understanding of and goodwill towards

themselves or their products or services

Deliberate, planned and sustained effort to establish

and maintain mutual understanding between anorganization and its publics

Prescribes and follows Code of Ethics and Practice

Cultural ambassador and social crusader

Respectfully embraces all management functionswithout subordinating them or itself

Human relations through empathy, persuasion and

dialogue

Organization, ecology & environment - esprit de corps


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Paper I

Section I

Topic 4

Public Communication Latin Communis, meaning common

Is establishing commonness essential to link

people and purpose together in any co-

operative system

Has 7 Cs, namely, credibility, context, content,clarity, continuity & consistency, channels

and capability

Is no substitution to policy and action

Whether accurate, adequate or appropriate is notanswered by books, talks, Information

society, or even New Information order

Is impossible if there is no common experience


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Paper I

Section I

Topic 4

Public Information Is for individual, for, individuals constitute public

Helps Individual live in society

Receivable because of economy and education

Flooded is, without direction and order, inaccurate

and incomplete tend to jeopardize the public Must be separated from trivial

Must arouse receivers interest in right direction

Will be rejected outright if ill conceived and bring

in disastrous consequences in trail Must be clear, concise and correct to impact

Karl Jasper, philosopher (1963), says: we, in freeworld, have chance to share the responsibility and find

ways of receiving the best possible information


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Paper I

Section I

Topic 4

Publicity An umbrella covering all techniques of telling

story of organization or cause to public

A war weapon, a sales instrument, a political tool

Is basically news - to be news of interest

Includes advertising, for, tells story Is not generally paid for like advertising

Is act of telling the world about right living or

good citizenship, while PR is act of good

living or being a good citizen Is act of projecting a light, while role of PR is to

make the light worth projecting

Is bad if we hide bad, painting bad as good


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Paper I

Section I

Topic 4

Propaganda Information, ideas or rumors deliberately spread

widely to help or harm a person, group,

movement, institution, nation etc

Particular doctrines or principles propagated by

an organization or movement The organized dissemination of information,

allegations etc to assist or damage the cause

of a government, movement etc

Rational propaganda - in consonance withenlightenedself-interest ofmaker andaudience

Non-rational propaganda - not in consonance

with anybodys self-interest but dictated by

and appeals to passion


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Paper I

Section I

Topic 4

Advertising Latin advertere turns or diversifies public mind

Is publicity but not all publicity is advertising

Tells story briefly, educates, entertains and sells

Induces public to make buying decision

Commercializes space or time Builds up image and moulds public opinion

Presents information and generates awareness

Is inevitable part of public life, you like it or not

One of the forces of modernization Cuts across ideologies

More emotional than rational

So effective that it cannot be ignored while

transforming society despite inbuilt ill-effects


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Paper I

Section I

Topic 4

Lobbying Campaigning outsideLegislature chamber, at the lobby - Political

Company Board room - Corporate

A big group - Group

Court,press,association,partyetc - Likewise Entails exertion of influence, smooth and

measured pressure and any other

exercise of persuasion-cum-pressure

Means a group putting its point of view forward

to win other groups support

Is influencing government policy, corporate policy

or public opinion


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Paper I

Section I

Topic 4

Public Relations Public

Group of similar individuals

Assortment of persons having the same interests,

problems, circumstances, goals

Opinion emanates from such persons Varied creature in many forms and sizes

Has multitude of wants and desires, likes and dislikes,

some times, strong likes and dislikes

Employers, employees, government, citizens and so on,

each a public of the sort, attracting different audience

with its own tools and techniques


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Paper I

Section I

Topic 4

Public Relations Relations

Human likes to create the need to establish relations with

one another

The representative wants of the individuals profoundly

affect their relationship Understanding wants leads to understand relationship

Relationships are of all possible types

We have relationship by rank-superior to inferior, inferior

to superior, and equal to equal We have relationship by

sentiment-benevolent, friendly, suspicious, jealous,

hostile A relationship may be active, or, passive, be good or

bad or be neutral. At any rate, the relationship is there

to be accepted, ignored or altered as desired


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Paper I

Section I

Topic 4

Public Relations Communication

Conceptualized

Well judged

Researched

Tested Balanced

Unbiased

Honest

Clear, unambiguous

Simple, straight, truthful

Appropriate, not accommodating Timely

Qualitative

Tailored, not doctored

Convincing and persuasive


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Paper I

Section I

Topic 4

Public Relations

Objectives global and local Image building

Communication and mutual understanding

Sustainable relations

Social responsibility

Scope vast and wide All possible activities

Role encompassing and embracing

Promotion

Competition

Dissuading adverse situations New image building

Catastrophe

Making effective ineffective communication

Conflict of interest

Crisis and rumour


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Paper I

Section I

Topic 4

Public Relations Strategy

Determine key result areas

Define roles

Select and set objectives

Prepare action plans for campaigning, programming,

scheduling, budgeting, fixing accountability and

establishing rules and procedures

Process Research listening

Planning for decision making

Action Evaluation

Remission

Repetition

Budgeted


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Paper I

Section I

Topic 4

Public RelationsTools and Media

Appropriate to targeted audience

Effective and positive result oriented

Approach

Balanced but optimum Fair and just

Deliberate and purposeful

Qualities Mental ability and integrity

Ability to appreciate others views

Restrained self-confidence

Initiative & resourceful, source reliable & transparent

Balanced temperament

Sense of humour and cheefulness

Perseverance and persistence, not to point of obstinancy


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Paper I

Section I

Topic 4

Public Relations Factors (Why PR?)

Communication

New Information Order

Information Load

Mutuality and Understanding

Can do what? Bring out reward of mutual understanding

Persuades individuals and groups in difficult situation to

bring about goodwill needed, maintain if already exists

Create and build up image/reputation

Forestall attacks by competitors and opponents Educate people to a point of view

Help public love life & work for better without conditions

Counsel to recognize that as human beings, they are

whole than any one social system


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Paper I

Section I

Topic 4

Public Relations Will not

Do magic

Whitewash a spotted image

Accept dead wood for a carving

Keep inquisitive media-men away from management

Churn out goodwill year after year if origins of goodwilldo not exist

Value public opinion, like people draw money from a

bank with no money in their accounts

Talk any more after reaching good conclusions to create

mutual understanding by private thinking


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Paper I

Section I

Topic 4

Public Relations Public Relations

For others and not for self

Respects right of human beings and nurtures

not only their physical or material needs, but

also their intellectual, moral and social needs

Honest communication

Builds image, plants planned acceptable

and favourable attitude in public mind

Persuades public towards right judgement Seeks to establish philosophy of democracy

Insists social audit and social accountability

Plays catalytic role to create social conscience

being environment biased and conscious


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Paper I

Section I

Topic 4

Public Communication Public RelationsSituational social practice Researched applied sociology

Meets ends through any means Tryst with appropriate destiny

Communication at any cost Appropriate and economical

May be of any proportion Sensual, purposeful, proportionateMight meet dead ends Continuous, deliberate and sustained

Hasty, harried and immediate Planned, designed and dynamic

Self interest and success Selflessly meant for others unbiased

Act by hook or crook and react Act fair, unbiased with transparency

Part of Public Relations Manages just communication

So Public Relations is distinct from other forms of Public Communication.

You agree. Dont you?!


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Paper I

Section I

Topic 4

and good luck!

( though luck has no rationale ! )

t4 Pr Distinct From Other Forms of Public Communication

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