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Public
Relations
PUBLIC RELATIONS
DEFINITION
• The institute of Public Relations (IPR), UK definition of PR
• Public relations is the planned and sustained effort to establish and maintain good will
and understanding between organization and its publics.
• Public relations is the practice of managing and disseminating information from an
individual or an organization to the public in order to influence their perception. Public
relations and publicity differ in that PR is controlled internally, whereas publicity is not
controlled and contributed by external parties.
PUBLIC RELATIONS HISTORY

• James Grunig and Todd Hunt(1984) suggested a useful way of looking at PR history
by using four categories of communication relationship with publics, placed in a
historical context .they are:
1) Press Agentry/publicity model

• Initially there were press agents or publicity bureaus, which were the predecessors of
the modern PR agency.
• A press agent or publicist aims to secure coverage for a client, and truth is not a
absolute requirement.
• This type of PR is most common in show business, celebrity PR where individuals are
promoted through media coverage.
• Grunig and Hunt point out that practitioners in these organization concern themselves
most with getting attention in the media for their clients.
2) Public information model

• The kind of communication provides information to people where accuracy is important
and essential.
• It is also known as one way model of PR.
• This model does not seek to persuade the audience or change attitude.
• Provides an accurate and honest account of events enables the PR profession to
certain respect from the public.
• Ivy Leadbetter Lee, one of the leading personality in the history of PR was the
advocate of this policy.
3) Two way model of PR

• This model introduced the idea of feedback or two way communication, also known as
persuasive communication.
• Edward L Bernays championed two way model of PR in the 1920s
• This model of PR draws upon the social sciences to carefully shape the responses of
audiences to the client’s views the world.
• In this model the role of professional PR was to lead general or particular audiences to
see the truth from the client’s perspective.
• PR practitioners could engineer the consent of audiences for their clients by pushing
the psychological buttons.
4) Two way symmetric model

• During 1960s PR practitioners felt forced to rethink their approach to their audiences.
• In this approach to PR, research would be used not only to shape messages aimed at
audiences but also to figure out how the organization could position itself to please its
target audience.
• The new role of PR practitioners, in this view would be to serve as mediators between
clients and the public.
‘Public’ in Public Relations

• In Public Relations the term ‘public.’ Is used for those people or group of people who
are directly or indirectly concerned with the organization, use its services/products or
benefit from it in one form or another and/or affected by its policies/programmed.
• The publics of an organization play a key role in its success or failure. Publics are of
two kinds – internal and external.
INTERNAL PUBLIC
• Shareholders/owners/investors
• Employees
• Suppliers
• Distributors/Dealers/Retailers
• Other Associate Relations
EXTERNAL PUBLIC
• Consumer/Customer
• Community Relations
• Media Relations
• Government Relations
• Relations with Action Group
FUNCTIONS OF PUBLIC RELATIONS
Fact finding
• The first task of a PR team is to study the problems
Confronting an organization as to identify its strengths and Weakness
• Public relation team will conduct SWOT (strength weakness opportunity threat)
analysis for this purpose
Planning
• Once the PR team has assembled raw data its time to enter the planning stage.
Planning is the determination of goals for an organization and outlining of the means to
achieve them
• Estimating cost, man power, time will be done by PR team
Implementation
• Plans are designed to be executed. The plans should define the target audience,
media and other means required to influence the audience.
• The plans will be effectively implemented by the PR team
Evaluation
• Every programmed deserves and requires analysis. If planning is important so is the
evaluation of how the plan worked.
• This is the way to benefit from errors and triumphs, avoid repetition of mistakes and
concentrate on things that work.

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Public

PUBLIC RELATIONS HISTORY

1) Press Agentry/publicity model

2) Public information model

3) Two way model of PR

4) Two way symmetric model

‘Public’ in Public Relations

FUNCTIONS OF PUBLIC RELATIONS

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