PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR

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Fundamentals of Public Relations MCM 401

Lesson 13

PR IN VARIOUS ORGANIZATIONS

Overview

Public Relations in its applications vary from one organization to another. In this lecture we will identify

these different roles and purposes. We will also determine assignments and different techniques required

therein besides the support provided by the public relation program.

Public Relations For Trade Associations

Predominantly, Public Relations is a significant function of most of these associations.

Purposes Of Trade Association P R Programmes.

Promoting sales through product publicity.

Creating consumer understanding of how to use the industry's products.

Overcoming inequities or other problems in the competitive situation.

Creating public understanding of the regulation of an industry by

government.

Combating government interference in or competition with an industry.

Creating public support for legislative proposals that the industry favors

or public opposition to legislation it opposes.

Obtaining public recognition for the social & economic contributions that

an industry makes to the nation.

Recruiting qualified people for careers in an industry.

Creating public understanding of the industry's labor policies & of its

labor union relations.

Steps To Develop Trade Association PR Programmes.

Analysis of the public relations situation.

Definition of problem area.

Identification of concerned publics.

Establishment of specific objectives.

Planning of program.

Implementation of program.

Periodic appraisal of progress.

Techniques of Trade Association PR.

Research

PR primarily adopts two universally accepted methods for conducting research

Public opinion.

Industry data.

Publicity & personal contacts with media people.

Institutional advertising.

Motion pictures, slides & CD ROMs.

Periodic publications.

Pamphlets.

Instructional leaflets.

To Sum up as per "Reuel Elton"

Trade Association does not order, it advises.

It does not coerce, it persuades.

It does not issue mandates, or even instructions.

Fundamentals of Public Relations MCM 401

It uses only the moving eloquence of a reasoned appeal to the self interest

of its members.

Public Relations For Financial Institutions.

Banking institutions.

Leasing companies.

Insurance companies.

Stock exchanges.

Usual Assignments For PR

Measuring opinions towards the company of shareholders, financial analysts & legislators.

Recommending communication strategy, particularly for corporate goals.

Assisting with preparation of financial literature, such as letters to new shareholders, interim &

annual reports, dividend enclosures etc.

Making arrangements & preparing informational materials for financial meetings, facility tours &

presentations for the investor groups, analysts & financial media.

Writing financial news releases & handling of inquiries from financial media.

One of the important role of Financial PR is in the preparation of annual reports.

What Should Annual Reports Contain

An attractive & distinctive cover.

An inviting design that helps reader get the main message.

A table of contents and / or highlights.

Identification of members of the Board of directors.

A statement or letter from the chairman or the CEO or both, summarizing the past year's events &

emphasizing goals for the future.

Consolidated balance statements of earnings, shareholder's interest, & operating cash flows for the

year.

Financial highlights & comparisons with at least the previous year, but often with the past 5~10

years.

Auditor's statement of independence & adhering to accepted accounting principles.

Public Relations Typical Support.

It is essential to identify the type of technical support PR can provide which is enumerated below:

Helping with physical arrangements.

Creating handouts & other on site communications.

Assisting with tours & souvenirs.

Accommodating news media, including all necessary arrangements.

Generating publicity support.

Preparing Q&A sheets for top executives in anticipation of questions from shareholders.

Role Of Public Relations In Government

"A popular government without popular information or a means of acquiring it, is but a prologue to a farce

James Madison

or tragedy, or perhaps both."

Government public relations rests on 2 fundamental premises:

1. A democratic government must report its activities to the citizens

2. That effective government administration requires active citizen participation & support.

Overall Goals For Government PR Plan.

Fundamentals of Public Relations MCM 401

Informing constituents about the activities of the government agency;

Ensuring active cooperation in government program e.g. voting, seat

belt use, anti smoking ordinances etc.

Fostering citizen support for established policies & programs e.g.

foreign aid, welfare etc.

Public Relations For (NPO) - Non Profit Organizations.

Aims Of PR In N.P.O's.

To gain acceptance of an organization's mission.

To develop channels of communication with those an organization serves.

To create & maintain a favorable climate for fund raising.

To inform & motivate key organizational constituents such as employees,

voluntary workers, trustees to dedicate themselves & work productively in

support of the organization's mission, goals & objectives.

Changing Functions Of PR In N.P.O's.

Paid advertising.

Communication selectivity & reach.

Marketing concepts & management by objectives have emerged as important part of

communication strategy.

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