public relations
DESCRIPTION
The Project focuses on Public Relations, its planning and strategies for a campaign and those theory aspects which are very essential for understanding the art of PR very well.TRANSCRIPT
Acknowledgement
I would like to express my sincere acknowledgement in the support and help of
my professor, Mr. Sudhir K Rinten for the wise ideas throughout the project.
It also gives me immense pleasure to acknowledge my roommate, Vasavi Dhir,
whose support and co-operation truly helped the progression and smoothness
of my project.
I would also like to acknowledge and extend my heartfelt gratitude to
classmate and friend, Abhishek Chaudhary. The project would be nothing
without his enthusiasm and encouragement.
Last but not the least, a heartfelt thanks to my family for their guidance and
contribution and help from time to time during the project.
Thank You!
Certificate
This is to certify that Ridhima Shukla, of BA (H) Journalism V Sem, a student
of Maharaja Agrasen College, from Delhi University has done her semester
project.
Date: 7th November 2011.
Mr. Sudhir K Rinten
Maharaja Agrasen College.
Table of Content
Title
1. Introduction
2. Past Review
3. Objectives
4. Need for PR
5. Tools of PR
6. Planning Process
7. Strategy for PR
8. Data Collection-LinOpinion
9. PR Strategy of LinOpinion
10. Data Interpretation
11. Campaigns
12. Finding
13. Conclusion
14. Limitations
15. Bibliography
Introduction
The Project focuses on Public Relations, its planning and strategies for a
campaign and those theory aspects which are very essential for understanding
the art of PR very well.
Also it includes the PR campaign of only one company i.e. LinOpinion which
has a very good PR campaign.
PUBLIC RELATIONS
Public Relations as a term was first formally used by ‘Thomas Jefferson’ in the
year 1807, while drafting his seventh address to the congress delegates when
he scratched out the words “State Of Thought” and wrote “Public Relations”
instead.
In India, the term of course gained importance later through the Public
Relations Society of India (PRSI) in 1958.
Public Relations are a planned and sustained activity to help an institution
create a social climate favourable for its growth. It is based on the fundamental
belief that the survival of any enterprise, public or private depends today on the
sensitive response to changes in public opinion. Public Relations include
activities of persons or organizations intended to promote understanding of and
good will toward themselves or their products or services.
The main goal of a public relations department is to enhance a company’s
reputation.
The International Public Relations Association defines Public Relations as
“Public Relations is the art and social science of analysing trends, predicting
their consequences, counselling organization leaders
and implementing planned programmes of action which will serve both the
organization’s and the public interest.”
Public relation is a two way process. On the one hand it seeks to interpret an
organization to society while on the other it keeps the organization informed
about the expectation of the society. Fundamentally public relation is a means
by which an organization improves its operating environment.
The business world of today is extremely competitive. Companies need to have
an edge that makes them stand out from the crowd, something that makes them
more appealing and interesting to both the public and the media. The public are
the buyers of the product and the media are responsible for selling it.
Definitions of PR by some renowned people:
Frank Jefkins: Public Relations means what it says- relations with the
public. It is practically a self-defining term. It aims to create and maintain
confidence. It is a system of communication to create goodwill. It produces
that intangible quality or asset-goodwill, and earns credit for achievements.
K.R.Balan: ‘The discipline which brings out the rewards in generating
“mutual understanding” and the risks involved in misunderstanding between
individuals, groups, governments and nations in this restless world the shape
and content of which tend to be rapidly changing.’
Past Review
Public relations (PR) (according to Wikipedia) is the actions of a corporation,
store, government, individual, etc., in promoting goodwill between itself and
the public, the community, employees, customers, etc.
Given the impact and growth of all things social the means, methods and
knowledge about Public Relations are being transformed and yet most PR
professionals have yet to recognize the need for transformation.
Looking at the essence of the two words, public relations, and comparing it to
current PR practices one must wonder where and when PR lost its way.
There are some PR practices that are timeless. And there are some things PR
people have done for years that are just as effective today. Here are some
aspects of PR that will/should ever go away:
Press releases
Traditional media relations - there is a big place for traditional media
relations. Furthermore, the Internet doesn’t mark the end of print media.
Many believed the advent of radio would kill newspapers too, but they're
still around.
Soliciting feedback from publics -- Two-way communications is and will
always be a "must- have" in PR work
Research -- whoever can figure out the best way to measure ROI of
specific PR activities will make a great deal of money.
Nevertheless, the traditional media will have to adapt to the changing nature of
information sharing, and they are already doing so. Hence, different forms of
media are used because we different content from each one.
When radio came out people were certain that newspapers would go away. The
rapidity of radio news seemed to negate the need for newspapers who were
reporting the news a day after it happened. Yet, newspapers survived. Then
along came TV, and with its speculation that it would replace radio and
newspapers. Still, radio and newspapers escaped demise.
Finally, the Internet was born. Now users can read the news, listen to podcasts
and online radio and even watch videos and TV shows.
About a year ago, numerous blogs were discussing the ostensible "death" of
traditional PR. The dialogue centred on the idea that the competition and
pressure of online media technology, like blogs, pod casts and RSS feeds, was
slowly rendering this kind of PR obsolete.
Yet, the PR industry continues to see steady industry growth. The simple
answer is that, in the wake of online media technology and advertising, the
demand for traditional PR and the ability to handle, control, and drive a
message effectively is more important than ever.
The core of traditional PR is both the delivery and the creation of the message.
This means developing different story angles for different publications,
matching the message to the medium, and shaping the pitch to sell the story to
newspapers, trade publications, business magazines, syndicated columns,
online publications, radio, television, and more.
Relationships between media outlets and PR companies, i.e. contacts, are like
gold. These relationships, often built on decades of collaboration, are
something you can't replicate.
These technologies have impacted the way the message is disseminated, but
not the message itself, which remains as powerful and important as it has
always been. Online media hasn't replaced traditional PR; rather, it's allowed
the PR sector to grow in numerous ways and reach more audiences, not less.
Whereas in the past, PR professionals relied on printed guides for information
about media outlets, more and more of that information is being moved to
online databases that include thousands of reporters and media outlets.
The web site is an essential component for a business and an extension of the
PR and Marketing plan. Many web sites now include an online pressroom
where releases and pictures can be posted.
Traditional PR isn't in any danger of dying out from online media; rather, it
will adapt and use new channels offered by such outlets as blogs, pod casts,
and RSS feeds.
Traditional PR services and the value they present to vast numbers of
companies competing in the fierce online marketplace are growing increasingly
important.
No matter the medium, someone's always going have to craft the message,
create an effective strategy for how the message is received, and ensure the
message remains powerful as it evolves both online and off.
Objectives
The main objective of public relations is to establish good understanding
by sharing a common problem or interest with the public.
Mutual understanding can be established only by sharing a common interest,
by communication and relations.
However, the following are the broad objectives of public relations:
1. To promote mutual understanding.
2. To avoid the risk involved in misunderstanding.
3. To ascertain public opinion and understand public attitudes.
4. To influence people.
5. To change the behavior and attitude of the public.
6. To enhance the patronage from the various sections.
7. To help in fund raising.
8. To persuade individuals, groups etc.
9. To connect misconceptions and clarify on criticism of its policies and
practices.
10. To promote goodwill.
11. To create and maintain the image or reputation about the company.
12. To forestall attack by the competitors or opponents.
13. To undertake a public relations education program.
14. To help the public to love life and work for better or for worse
without conditions.
15. To improve internal staff relations.
16. To liaise, counsel and advise.
17. To provide information about the activities of the company to the
press and writers.
18. To sponsor dealer and distributor relations schemes.
19. To undertake programmes like sales training courses for retailers,
wholesalers.
20. To establish press relations, publicity articles preparation, press
release, photographs.
Need for public relations
The main goal of a public relations department is to enhance a company’s
reputation. Staff that work in public relations, or as it is commonly known, PR,
are skilled publicists. They are able to present a company or individual to the
world in the best light. The role of a public relations department can be seen as
a reputation protector.
Public relations provide a service for the company by helping to
give the public and the media a better understanding of how the
company works. Within a company, public relations can also come
under the title of public information or customer relations. These
departments assist customers if they have any problems with the
company. They are usually the most helpful departments, as they
exist to show the company at their best.
PR also helps the company to achieve its full potential. They
provide feedback to the company from the public. This usually
takes the form of research regarding what areas the public is most
happy and unhappy with.
What the public wants to hear is a good story. Good PR is the
telling of a good story. The better the story, the better the
acceptance by the public and the better the public relations.
Public relations is just one part of marketing, as marketing is made
up of many things. The good news about PR is the cost and the
effectiveness when it's in front of your target market.
Good PR agencies write press releases, distribute them to targeted
media outlets, make follow-up calls, and often have established
good relationships with many journalists.
In short, it harnesses word of mouth marketing – what many consider to be the
holy grail of marketing. If you can get people to spread your message it’s
incredibly effective.
It’s also worth noting that being actively involved in public relations and
developing good relationships with journalists can be particularly beneficial in
problematic times. The press will always report on bad things so it can be
especially helpful to have a good relationship with them rather than no
relationship at all.
People see editorial coverage as having much greater credibility than
advertisements. People tend to trust and believe what they read and hear,
making a successful public relations campaign highly effective.
Tools of PR
When people think of PR campaigns they think of getting their company or
brand into the mainstream media, but in actual fact there are a number of
communication platforms which can be targeted:
Traditional Media – this involves newspapers, magazines, radio and
television. For many local businesses obtaining coverage in local
newspapers and radio is certainly attainable.
Internet – in today’s technological age many web-based companies are
developing PR campaigns for the internet. These campaigns focus on
targeting relevant online forums, blogs and social networking websites to
spread a message. Benefits are awareness and building links.
Events – holding an event, creating a publicity stunt, and speaking at
conferences or other occasions are all types of public relations.
Advertising- Advertising is publicity but not all publicity is advertising.
It is the business of selling goods, services and ideas by inducing people
to want them. It is drawing attention of public by big public
announcement to a commodity or service with the aim of selling it.
Propaganda- it describes the political application of publicity and
advertising, also on a large scale, to the end of selling an idea, cause, or
candidate or all three.
Campaigns- consist of concerted, single-purpose publicity programmes,
usually on a more or less elaborate scale, employing co-ordinated
publicity through a variety of media, aimed at a number of targets, but
focussed on specific objectives.
The talk show circuit. A PR spokesperson (or his/her client) "does the
circuit" by being interviewed on television and radio talk shows with
audiences that the client wishes to reach.
Books and other writings
Blogs
Direct communication- (carrying messages directly to constituents,
rather than through the mass media) with, e.g., newsletters – in print and
e-letters.
Collateral literature, traditionally in print and now predominantly as
web sites.
Speeches to constituent groups and professional organizations;
receptions; seminars, and other events; personal appearances.
A press release- can serve a number of purposes. It is usually used to
announce an event but can be used as a hand-out, can become a position
paper, or can be used to educate the media about a topic. In any case, it is
always important to have something in writing.
When asked what type of press releases had the best marketing results,
marketing managers agreed that promoting products and services was, by far,
the most effective way to spend PR dollars. In fact, over 77 percent of those
surveyed said new product press releases were the most effective
announcements their company put out during the past year. When asked which
ones were the least effective they reported that personnel (promotions, new
hires, etc.) releases provided the lowest return on investment for dollars spent.
Please see the chart below for other types of press releases that do well.
Figure 1. Top List of Press Releases By ROI
Public Relations
Activity
Percentage
Responding
New Product Releases 77%
Technical Byline
Articles 64%
Case Histories 39%
Tradeshow Press Kits 22%
Newsletters 20%
Editorial Tours 19%
Financial/Business
Publicity 15%
Newspaper Publicity 9%
Personnel Releases 4%
Other 3%
Source: Business Marketing Magazine
Planning Process for PR Campaign
Public relations is not merely a process of getting stories and pictures into
newspapers. It has to be properly planned, orderly executed, and a number of
details need careful attention. Public relations costs money, requires
manpower, needs expertise, and consumes time and resources. So it should be
well planned and executed in an orderly manner.
Campaigns are a significant part of the public relations profession and should
be carried out with meticulous planning and thorough management.
RESEARCH
No matter what kind of PR activity is involved, research will be at the core of
it. Depending on what you’re doing, different research methods can be used at
various times.
SITUATION ANALYSIS
The research carried out should clearly define the current situation with regard
to the campaign. Depending on what’s involved, this might include an
organisation’s current situation in the market, how it’s perceived by customers
or staff or how it’s fairing financially.
Publics
The next step is to decide who is the audience to be reached i.e. local, regional,
national, or international. And apart from geographical area, it should be
considered if any specialized audience or a section of the community or
professional people is also to be reached.
Message
After deciding the public the company has to decide what message they want
to pass through the campaign, what is it they want the people to know about
them or what they want to tell or inform the public about.
Strategy
A strategy is a long term planning or the methods that a company adopts to
make itself a successful company. For a PR campaign also strategies are
required to be formed to so that they can create an impact or impression in the
minds of the people; as well as they can build a fair and favorable image in the
market.
Tactics
Along with a good strategy a company also needs to use some very good
tactics for its campaign because there are competitors in the market and the
company has to stand on top of all of them.
Time Scale
The public has to decide the time scale in which they will complete the
campaign. They have to set a specific time. Also the decision about the
commencement of campaign, duration, repetition, etc. is to be made well in
time.
BUDGET
Allocating the budget is an essential part of a campaign so all costs should be
taken into consideration.
CRISIS ISSUES AND MANAGEMENT PLACE
Risk is an inevitable part of some PR campaigns, so being thoroughly prepared
in case a problem does occur is paramount.
Evaluation
After deciding upon the above things the publicist should evaluate the whole
process to check whether everything is properly being done or not or whether
they have to add anything else or not, etc.
Analysis
After the campaign there should be an analysis of the entire process so that
they will come to know whether the campaign was successful or not and if not
then where it went wrong. If any drawbacks are pointed out then again the
whole process is repeated from the point of identifying the publics.
Planning is good for public relations people, and it can contribute to the
success of public relations activities. But, it takes time and effort. It can be
tedious, and it's neither glamorous nor exciting
In simplest terms planning is figuring out the best way to accomplish whatever
you want to do or to get wherever you want to be. The basic concept is clear,
simple, and straight-forward.
A public relations plan helps maintain self-discipline as well as being an
excellent informational tool.
Strategy for a PR Campaign
A successful public relations strategy is not one that results in exposure in a
couple of national newspapers. To be truly effective, consistency is required –
public relations should be an on-going process, week after week.
“Public Relations is a craft that requires passion. You may need PR, and you
may even have the people to conduct your public relations, marketing,
advertising campaigns but that’s not enough. To be truly effective, your PR
campaigns must be conducted with passionate consistency,” says Joe Nicassio,
author of Guerrilla PR Brand Manager
Some strategies include:
Always assess what your competitors are doing. If they are receiving a
significant amount of press coverage and you aren’t then why not? Once
one company becomes established in the minds of journalists when
writing about certain issues it often requires a PR agency to become
involved to change this.
Gaining media coverage is not the solution to seeing your sales explode.
It still follows the marketing law of targeting – exposure in a newspaper
that your typical customer doesn’t read won’t have much effect.
Successfully communicating your message and receiving press coverage
requires two key skills.
1. The first is that you must have good basic writing and speaking
skills. The ability to quickly and eloquently get across what your
company does and why it’s different is particularly important in the
world of public relations.
2. Secondly, it’s no use having the first skill if you lack the creativity
to grab people’s attention in the first place. Public relations is the art
of communicating an interesting story. Combine creativity with
effective communication and media coverage is highly likely.
Strategic knowledge includes the ability of a practitioner to:
1. Manage the organization's response to issues
2. Develop goals and objectives for your department
Too often we tend to measure success in terms of the quality of the
communications products we produce (press release, events, etc.), but we
should strategically measure how these products helped us build mutually
beneficial relationships with our publics. Our strategic goals and
objectives help us measure this. We must remember "communication
products are not an end in themselves -- they are tools used in the pursuit
of desired relationships with key publics"
Research knowledge involves the expertise necessary to:
1) Use research to segment publics
2) Conduct evaluation research
The PR worker must also be able to cope very well under pressure. He or
she must have the ability to cope with a barrage of questions from the
media and the public.
Any first-rate publicist can carefully craft and execute a proper PR campaign
that will both generate a substantial amount of press exposure, and also help to
portray his or her client in a positive light.
Data Collection
LinOpinion is the public relations division of Lowe Lintas India, and one of the
country's leading PR firms. Established in 1994, LinOpinion is the exclusive
Indian partner for Golin Harris, one of the world's leading public relations
firms and a member of the IPG Group.
It employs over a hundred experienced communication professionals in six
offices across India.
LinOpinion currently partners over 75 prestigious Indian and multinational
companies as a brand image consultancy. it develops innovative brand
solutions and communication campaigns that project the goals and vision of a
client's organisation.
Some of the services offered include:
Media Intelligence: Image audits, media monitoring & analysis, and
measurement
Media Relations: Editorial media connect and strategic counsel
Crisis Management: Preparedness and media management
Corporate Training: Media training during normal and crisis situations
Value Added Services: Event management and creative services
Social Media: Connecting with online communities
LinOpinion’s strength lies in its talented PR professionals across India.
Vision- to set the gold standard in client service, corporate culture, and quality
solutions (conventional and new media)
Mission- LinOpinion is dedicated to delivering ‘smart communications’ to its
clients.
Network
LinOpinion is headquartered at Mumbai. Its network extends across Mumbai,
Delhi, Hyderabad, Bangalore, Pune, Chandigarh, Chennai, Lucknow,
Ahmedabad, Kolkata, Kochi, and Jaipur.
Clients
It has a diverse client base varying from start ups to industry leaders, who turn
to the company for its unique approach centred on its specific needs.
Its clients retain a long standing relationship with it because of its professional
through the line communication; break through ideas leading to meaningful
results and our commitment to building trust with them.
PR Strategy
Its areas of expertise respond to the communication and business challenges
facing today’s companies.
Its approach to public relations is strategic. It identifies its target audiences and
then starts drawing up PR strategy to reach out to those audiences.
Its forte lies in the following areas-
Media Relations
The LinOpinion team understands how the media works and what kind of
information they can usefully turn into a story.
They undertake to train the client in tandem with a professional journalist so
that they are comfortable whether being interviewed for the print media, on
live TV or on radio.
It organises interviews, features and article placements for in depth coverage of
key issues.
Media Intellegence
LinOpinion offers various media intelligence services to enhance the PR
strategy.
Starting with a pre-strategy media positioning plan, it develops a blueprint as
per the client’s brief.
A thorough industry analysis in media coverage is done by their expert team.
Issues/Crisis Management
It helps to prepare for crisis as well as helps when disaster strikes. This means
it helps to prepare crisis manuals, intranet sites for key staff, media training for
key spokespeople as well as drafting media statements and advising on
communicating through crisis.
Corporate Training
Media Training:
The module covers the following areas:
Theoretical understanding of media and journalists
Hands on training for handling tv and press interviews
Counselling on message strategy and delivery in normal, hostile and
crisis situations.
Crisis Training:
This includes media training, crisis manual handbook, and preparation,
running crisis simulation exercises and setting up crisis teams and
systems with the company.
Advertising, Design and Creative
As a first ever for a PR agency, LinOpinion has set up a full-fledged in-house
creative and media team.
Clients use its services for devising brand logos, corporate identity programs,
tactical advertising campaigns, audio-visual films, brochures, direct mailers,
marketing kits, presentation templates and exhibition stalls.
Social Media
As traditional media migrates online, new influencers are being recognised in
bloggers and podcasters.
Expert in blending social communications strategies into multi-faceted
communications program, the LinOpinion team applies a research based
approach to identify the right mix of influencers and authentic means to engage
targets and drive word of mouth online.
Data Interpretation
PR Evaluation
LinOpinion uses various techniques to measure the effectiveness of PR
campaigns. Measurement techniques are customized as per the client’s
requirements with pre-decided key messages at the start of an activity as well a
mutually agreed deliverables.
Measurement techniques are
Perception audits
Planning v/s delivery
Key messages analyses-qualitative
Share of voice (SOV) analysis- competitive analyses
Cost benefit analysis (CBA)
Smart communications approach
LinOpinion helps both build and protect brands. It Helps organisations
project change.
It goes far beyond editorial media relations – it believes in delivering
sharp, high value ideas.
The smart communications approach brings together three Cs-: content,
contacts and creativity.
LINOpinion is a brand image consultancy. As an
organisation, Lintas has created IMAG or
Integrated Marketing Action Group, which looks
at providing a holistic service that can fulfil all
communication needs ranging from direct
marketing, rural communication, social
communication, event management and PR.
Strategic consulting is what most of LINOpinion's clients look for. While
media relations still is valued extremely high, the weightage is now shifting to
a more brand focussed approach. Lintas is known as a brand building agency
and LINOpinion shares the same philosophy.
CAMPAIGNS
It is Time
Hindustan Times
Challenge:
Hindustan Times, India’s 2nd largest English daily needed to regain relevance
and restore its emotional bond with its readers
Solution:
Redefining the role of a newspaper- from merely telling news to catalysing
change. LinOpinion defined ‘Social Inertia’ as the key obstacle that they as a
brand would seek to overcome through an important youth insight- that youth
believe change is needed in simple things all around us, and they want that
change now. This call for change was articulated in three simple words: ‘It is
time’.
Results:
In Delhi, Hindustan Times not only drew equal with, but surpassed TOI. In
Mumbai, a TOI dominated market; Hindustan Times grew faster than any other
newspaper. (In Mumbai, HT surpassed both TOI as well as DNA in terms of
readership preference post campaign In Delhi, HT closed the gap to TOI in
terms of awareness & readership and surpassed TOI in terms of readership
preference amongst dual readers post campaign.
(Mint Top of Mind Survey- Most Liked Ad, October ‘09 Mint Top of Mind
Survey- 100% scores on likeability, believability & enjoyment Campaign India
Pick of the Fortnight, September ‘09
Jaago Re
Tata Tea
Challenge:
Tea is a category that's traditionally grown market share with dedicated product
campaigns and positioning. Our challenge was to create a mother brand
positioning for Tata Tea. We needed to find an idea big enough to support and
grow a range of brands, and overcome competition from bigger brands. All this
was to be achieved with only one-third of the spends available to competition.
Solution:
It decided to make tea younger by connecting with young India. To do this, it
had to shift the standard category codes - from nurturing, bonding, and
rejuvenating to provoking and awakening. Don't just wake up. Awaken.
Results:
'Jaago Re', the mother brand campaign, resonates with consumers of all brands
within the portfolio. Campaign recognition was 86.3%, as against the
benchmark of 63. 4%. Brand association jumped to 98.8%, as against the
benchmark of 39.5%. Over 600,000 people registered to vote at jaagore.com, a
unique, non-profit initiative. Tata Tea overtook the competition without
spending on individual brands, with one-third the spends of competition.
For the brand’s Jaago Re campaign, which encouraged people to go out and
vote, it was not just advertising that played a role but also public opinion
created by a sustained and concerted PR effort.
Finding
Public Relation came into existence by the belief that if we do something good
for people then only the people will say well about the organization. Today's is
an age of competition. And to remain firm in the competition depends on how
efficiently the Organization manages its PR & projects the company's image.
Public Relation will not sell goods and Services but it is bound to create an
atmosphere which will make the free enterprise, a responsible enterprise.
Public Relations, in fact will prove to be the most effective tool for
communicating with the People who are still remote from industry for
convincing them that corporate objectives are ultimately in the interest of the
public.
Today’s business leaders need to understand the connection between PR and
organizational success. A seismic shift in the marketing landscape over the past
several years has pushed public relations to a new level of importance.
Reaching customers is a lot more complicated than it used to be when everyone
was watching TV or reading their regional daily newspaper.
The PR Mantra has now become pervasive. Neither an individual nor the
organisation & not even the government or a UN body can thrive or sustain in
this age without effectively strategizing PR
Conclusion
What we learn from this project is that Public relations include ongoing
activities to ensure the organization has a strong public image. It also includes
activities like helping the public to understand the organization and its
products.
Public relations are conducted through the media that is, newspapers,
television, magazines, etc. Publicity is mention in the media. Organizations
usually have little control over the message in the media, at least, not as much
as they do in advertising. Regarding publicity, reporters and writers decide
what will be said.
For effective Public Relations we should consider: What groups of
stakeholders do we want to appeal to and how? What impressions do you want
each of your stakeholders to have? What communications media do they see or
prefer the most? Consider advertising, collaborations, annual reports,
networking, TV, radio, newsletters, classifieds, displays/signs, posters, word of
mouth, direct mail, special events, brochures, neighbourhood newsletters, etc.
What media is most practical for you to use in terms of access and
affordability? What messages are most appealing to each stakeholder group?
Just as understanding the requirements of your market is important in selling a
product or service, understanding the needs of the relevant media is critical in a
successful public relations effort.
" The PR industry has turned from an individualistic approach to a more
collective one. It has certainly become more structured and organized, while
the media has become more receptive. Today PR agencies have turned into all-
encompassing media management services, where we now develop media
strategies, which are effectively picked up by various media, making it a matter
of complete teamwork."
Limitations
Disadvantages of Public Relations
Perhaps, the major disadvantage of PR is the potential for not completing
communication process. While PR messages can break through the clutter of
commercials, the receiver may not make the connection to the source. Many
firms’ PR efforts are never associated with their sponsors in the public mind.
Advertisements are often more eye catching than a small press release.
PR may also back-fire through miss-management and a lack of co-ordination
with the marketing department. When the marketing and PR department
operate independently, there is a danger of inconsistence communication,
redundancies in efforts and so on.
The challenge facing PR agencies today is getting into an enormous business
potential that exists in a dynamic market place like India.
The other challenges are retention of manpower and clients on a long-term
basis, devising innovative brand campaigns that go beyond media relations
and developing better measurement tools. As for opportunities, PR talent in
India is world class. With an increasing exposure to global brands, it is a
matter of time before we see Indians in significant positions in international
communication firms. Also, it is interesting to market Brand India to global
audiences.
Bibliography
WEBSITES VISITED
http://en.wikipedia.org/wiki/Public_relations
http://www.frontpagepr.com/public_relations/
8_press_release_requirements.asp
http://www.wisegeek.com/what-is-public-relations.htm
http://www.linopinion.com/
Books -
Strategic Public Relations:-10 Principles to Harness the Power of PR
Manager's Guide to Excellence in Public Relations and
Communication Management