PUBLIC RELATIONS & PUBLICITY

 Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public.  Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.

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.

1. Evaluation of public attitudes and opinions. 2. Formulation and implementation of an organization's procedures and policy regarding communication with its publics. 3. Coordination of communications programs. 4. Developing rapport and good-will through a two way communication process. 5. Fostering a positive relationship between an organization and its public constituents.

 Public relation is a window of the corporation through which management can monitor external changes  We find regular conflicts between employer-employee consumer-manufacturer, management-shareholders, citizens-government and so on due to misconception and misunderstandings. These are generally the major challenges where public relation practitioners can play a crucial role.  They should get to know the psychology of the public mind and acquire skill in solving and also avoiding such conflicts

 Employees of the firm  Stockholders and investors  Community members  Suppliers and customers  The media  Educators  Civic and business organizations  Governments  Financial groups

 Press releases  Press conferences  Interviews  Community involvement  The Internet

 Credibility  Cost  Avoidance of clutter  Lead generation  Selectivity  Image building

 “Publicity involves the generation of news about a company, product, service, brand or person in various media. It is a subset of the public relations effort”. Key points regarding Publicity  Publicity is generally short-term focused  Publicity is not always under the control of the firm  Publicity can be negative as well as positive.

 Perceived as more credible  Often perceived as endorsed by the medium in which it appears  Often has high news value  Often generates high frequency of exposure

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