HOW DOES PR WORK?:OVERVIEW, Formulation of policy

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Fundamentals of Public Relations MCM 401

Lesson 2

HOW DOES PR WORK?

OVERVIEW

In this lecture we will study the different aspects relating to the public relations subject with special

reference to its working, different phases of public relations which affect people's attitude. Besides this we

will identify various classifications of organizations. The students will also be told about what public

relations aims to accomplish and what are the dos and don'ts of practicing public relations. Finally we will

determine the keys to success in public relations profession.

How does PR work.

Whether the PR of an organization is sound or not depends upon the type of organization and on a

situation at a given time. It is therefore imperative that we should assess as to how PR serves various

organizations. Let us therefore first of all classify the type of organizations.

Classification of Organizations

A business corporation.

A trade organization

A non profit organization.

A public utility company.

A communication medium

a) Newspapers.

b) Radio stations.

c) TV channels.

An educational institution.

A financial institution.

A religious group.

A political party.

10.

A labour union.

11.

11. A travel group.

12.

A government agency.

Although PR activity / Plan will vary from different classification of organizations yet basic and broad

principles would remain common. Let us analyze and determine various phases of PR for organizations. At

this time we will only remain confined to the general principles and at later stage we will discuss them

specifically. Basically the hallmark of good PR policy is to attract and achieve the goodwill of the concerned

public. We therefore consider 5(Five) Phases of different factors which influence people's attitude.

5 Different Phases which Affect People's Attitude.

A Public relations for business today involves complete analysis and understanding of all the factors that

influence people's attitudes towards a company. It usually has five phases:

Determining the attitude of public towards the company/ organization.

This may be the employees, the customers, the shareholders, or some other segment of the public. When

the attitudes are known, it is possible to see where the company is misunderstood and where its policies and

actions are creating unfavorable opinion.

Fundamentals of Public Relations MCM 401

II.

Analyzing the state of opinion.

It may be that investigation discloses unrest among a group of employees unrest that may well break out

into very serious uprising. Or the shareholders may express the desire to know more about the company

and its products.

III.

Formulation of policy.

Analysis may indicate that certain policies of the company should be modified to improve the attitude held

by certain groups. Often the change involves eliminating causes of misunderstanding and misinterpretation.

IV.

Planning means of improving opinion/attitude of public.

With an understanding of what people think of the company and a clarification of the company's policies

on matters that affect public opinion, the groundwork has been laid. Next comes the programming of

activities that will explain the company and its products, will overcome misunderstanding and will promote

goodwill.

Implementing Planned Activities.

The tools of public relations -- publicity, institutional advertising, printed materials, employee activities,

shareholders reports, company publications and other things are then employed to do the job.

What does Public Relations Accomplish?

There are many objectives that may be achieved through expert public relations activity. Any one of them,

any group of them, or all of them may be the basis for accompany`s public relations program. Professional

public relations direct every activity toward reaching a selected objective; extraneous efforts are avoided

mere volume of press clippings is meaningless. Objectives that may be sought include:

Prestige or favorable image and its benefits.

Promotion of product and sales, idea and rewards.

Goodwill of Employees.

Prevent and solve Labor problem.

Goodwill of stock / shareholders.

Overcoming misconceptions and prejudices against the

Company/group/organization.

Goodwill of customers/consumers.

Formulation and guidance for making policies.

Do'S and Don'ts IN PUBLIC RELATIONS.

Public Relations are a tough job. But all said and done it is worthwhile to render such services. These

services are needed and recognized on a rapidly broadening scale. But these are already being accepted quite

universally. In order to practice public relations there are certain do's and don'ts which are identified

below:

Do not try to run a business without knowing / learning a great deal about the people you have

to do business with employees, investors, suppliers, customers in other words, Your publics.

If you are overcommitted and cannot give enough thought to PR then hire someone to assist

you.

· Do not rely upon public relations techniques to "mop up" after mistakes are made. Always use

public relations thinking before any new policy or practice is developed.

· Be sure people close to you understand your public relations thinking and your program.

· Seek the assistance of your executives and employees in developing good public relations.

Fundamentals of Public Relations MCM 401

Do not depend upon too much on your own guesswork regarding what others feel and think. Use

adequate and objective surveys.

Try to select a very few points --- preferably just one -- that you want to get across to any given

public. Then concentrate your PR effort on establishing that viewpoint.

Never forget that PR should be supported by Performance that deserves goodwill of your public

i.e. Result.

Keys to Success in Public Relations

MANAGEMENT MUST UNDERSTAND AND COOPERATE WITH PR ACTIVITY.

The busy senior executive needs to take some time out for concentrated study of public relations, calling on

specialists for guidance and practical assistance, as he does in other phases of his business. In policy

formation he should remember that public relations serves as a voice of conscience as well as useful

business technique. In fact sufficient emphasis should be placed on management as without the

understanding and support of management it will be impossible for public relations to aid in policy

formation.

PUBLIC RELATIONS COUNSELLER / MANAGER MUST BE OF SOUND

CHARACTER.

To be successful the key factor is that the public relations manager should be highly sensitive to the

thoughts and feelings of other persons. Forgetting his personal reactions and beliefs, he must put himself in

the other person's shoes. He should concentrate his efforts on finding desirable ways and means of getting

his viewpoints presented effectively. All this should be supported by his sound character , conviction and

personal ethics of the highest standards.

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