Topic 10 public relations

• Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public.
• The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions.
• Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.
• PR communication is newsworthy and media are glad to carry it.
• PR people get their job done by using the clout of the agency by virtue of being a space buyer.
• PR people cultivate relations with media and leverage that when required.
• PR is essentially defensive and serves as a corporate armour that the company can wear which would protect the company during adverse times.
• Public relations can also be defined simply as the practice of managing communication between an organization and its publics.
• Marston’s four-step “RACE” model describes the PR process: R = Research, A = Action, C = Communication, E = Evaluation.
• Functions of PR include promoting goodwill, promoting product, service, corporate image, corporate communications, lobbying, counteracting negative publicity.
• Advantages of PR include credibility, cost avoidance, ability to reach specific groups, image building.
• Disadvantages of PR include difficulty to quantify PR benefits, lack of control, and the need for 'deft' management.
• The role of a PR Officer is to act as an advocate for the company, focusing all energy on building an organization that will be deemed a good corporate citizen.
• The public relations manager is also the chief communicator for the company, crafting communications policies and overseeing the development of all statements and news releases.
• Sociology, psychology and good journalism are requisite talents for the PR Officer and staff.
• Communications must be clear, concise and relevant to the audience.
• The public relations manager is also a problem solver, serving as the ultimate spin doctor.
• Rumour can be dismissed as ridiculous in the context of public relations.
• For public relations to work, it must first put its own house in order by earning the respect of employees and community, justifying its profits, and working for the community as an able corporate citizen.
• Public relations is crucial in combating rumours and falsehoods by confronting and disclosing facts in leading media.
• Public relations helps in giving the positive side of the story and capitalising on rumour to the company's benefit.
• Public relations, marketing, and advertising are different things, but they all serve the same purpose of promoting products and services.
• The public relations manager is responsible for putting the best face on news and information that could embarrass or malign the company's reputation.
• It is the public relations manager's responsibility to determine the executive appropriate for each situation and ensure that person has approved information and statements in hand.
• The public relations manager is often called upon to polish mundane information into platinum data that gives the company more credit than would ordinarily be due for routine accomplishments.
• Public relations is very important in the service and hospitality industry for managing customer complaints and redressal.
• The public relations manager directs all outreach efforts and is responsible for media placements and coordinating organizational functions and the efforts of executives.
• Marketing Public Relations (MPR) is a component of the company's communications mix and is used for promoting products and services.
• The objectives of MPR include assisting in the launch of products/company, assisting in repositioning a mature product, building interest in a product category, influencing specific target groups, countering negative publicity, and building a corporate image that rubs off onto its products.