public relations organisation

PUBLIC RELATIONS ORGANISATION

STAMFORD COLLEGE

DMC 115PRINCIPLES OF

PUBLIC RELATIONS

PREPARED BY :MS GOMALA SUKUMARAN

THE PUBLIC RELATIONS DEPARTMENT

ROLE,FUNCTION AND RESPONSIBILITESFour key activity areas :• Counseling and the formation of strategy.• Liaison within and outside the

organization.• Media relations and media management.• Event management .


ROLE

The role can be summed up as :• To provide management with

communication expertise in the form of counseling and active communications skills in order to further the interests of an organization or individual within the constraint of the IPR Code of Conduct.


FUNCTION• Public relations operates alongside the other

functions of the organization. • Its function is advisory and supportive :– To advise management of the most cost-effective

and efficient of achieving identified communications strategies and tactics.

– To implement strategic and tactical plans in order to achieve those objectives.


RESPONBILITIES

• To ensure that strategic and tactical public relations objectives are achieved.


STRUCTURE

• Departments should be organized as simply as possible.


PUBLIC RELATIONS DEPARTMENT’S ACTIVITIES

• A public relations manger’s job is one of great variety and covers many disciplines.

• The same goes for the work carried out by the department.

• It can vary from the distribution of media news, to the setting up of an exhibition, to planning a news conference or a site visit by notable persons.


CONTINUED…• Liaison with the public relations consultancy If one

is employed.– Public relations consultancies can provide a useful

service to supplement an in-house team.• Writing news releases, commissioning photographs

and feature articles.– So that they are suitable for publications in the targeted

media and make the necessary Public Relations points.– Briefing photographers and maintaining a quality

photographic library.


CONTINUED…• Distributing information to identified publics– So that they reach the intended publics in time to

be of value and are in a form where they will be valued.

• Maintaining an accurate media information service– Maintaining and updating contact lists– Creating and maintaining personal profiles of key

contacts


CONTINUED…• Training and rehearsal of organization staff

who will meet the media– To ensure they communicate effectively– To practice putting a contingency plan into

operation (eg : to be ready to handle a crisis)• Organizing events such as media visits,

receptions and conferences– Ensuring the correct people are invited– Monitoring who attends


CONTINUED…• Arranging media interviews with top

management– Ensuring the media has the facilities it needs– pre-briefing, training and rehearsal of the managers

• Editing and production of house journals, annual reports, external journals and other printed publications– To project the corporate image– To provide useful and valued service to publics


CONTINUED…• To provide a full service from concept, through

planning, creation, management, evaluation for such as– Commissioning corporate identity programs– Presentations and presentation material for video

and slide presentations– Exhibition material and presentation– Sponsorship programs– Sales and dealer conference


PUBLIC RELATIONS STAFFING


PR MANAGER• Responsible for the Public Relations

functions.• Report to a member of line

management- often through the office of the chief executive or managing director.

• In large organization Public Relation manager may be full directors.


PUBLIC RELATIONS OFFICER

• Working Public Relations people.• Have on-going external contacts

and provide liaison between pr function and its range of contacts and publics.


JOB DESCRIPTION PR MANAGER PRO

• Provide sound and timely advice on all aspects of Public Relations to the board.

• Ensure that the organization operates within a Public Relations policy appropriate to their business needs.

• With the co-operation of the board, monitor and co-ordinate the Public Relations activity throughout the organization to ensure consistency of management statements and actions.


TO ACHIEVE THIS HE/SHE WILL..• Work with the directors of the organization to :– Identify cultural and political developments which do

(or may) impact upon the business.– Take these into account when planning business

strategy.• Develop short, medium and long-term plans to

create and maintain good relationships with identifies publics.

• Ensure that all activities are carried out on time and to the overall plan.


CONTINUED…• Maintain close and effective day-to-day

working relationships with directors and managers of functions.

• Communicate the board’s Public Relations policy throughout the organization.

• Select, train, guide and motivate staff to ensure that the public relations department can carry out its responsibilities effectively and efficiently.


CONTINUED…• Maintain personal contact with key

correspondents in appropriate media.• Maintain the highest professional

standards in all public relations matters.


PERSONALITY AND QUALIFICATIONS

• To make a career in public relations takes dedication.• There is no short cut, because the

basics have to be learned.• There is a lot of hard work, unsocial

hours and background study.


KEY QUALITIES IN PUBLIC RELATIONS

• Integrity • Truthfulness• Sense if fair play• Sound judgment• Orderly thinking• Creativity• Energy• versatility


OTHER QUALITIES

• Public relations knowledge• Public relations ability• Management ability• Ability to work under pressure• Sensitivity to situations• Communication skills• A wide range of general knowledge• Patience• The ability to bounce back, cheerfully, when under

pressure.


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