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Fundamentals of Public Relations MCM 401

Lesson 25

PUBLIC RELATIONS CONSULTANCY

Overview

In the modern days public relations services are also hired by way of consultants so as to keep the company

image steady and strong. The students will be explained the definition of a public relations consultant

besides evaluating the advantages and disadvantages of such an exercise., We will also study the ethics of

public relations with special reference to the professional conduct and character of the public relations

consultant. Moreover, the students will also be told about the market and its related dilemmas as well as the

public relations role in educating the market.

Definition of A PR Consultant?

" It is the provision of specified & creative services by an individual or a group of individuals qualified to do

so by reason of experience and training by way of professional fees paid for its services by clients under an

agreed contract."

Advantages Of A PR Consultancy

·It is an independent advisor, able & willing to criticize.

·It has wide experience gained with many clients requiring diversity of techniques.

·It is familiar with more media than the staff PR manager.

·It has more facilities & has access to specialist services with whom good working relations are enjoyed, like

printers, photographers, research units, translators etc.

·It has skilled specialist staff.

·It may have central urban location close to media, venues for receptions & suppliers of services.

Disadvantages

·It is remote from the internal organization of clients.

·Generally works through only one person in the client organization, or at best through only a few people

& lacks internal line of communication.

·It is limited in operations to the size of fee unlike the staff PR manager who works full time.

·It has to share loyalties between clients.

·It may know little about the client's trade, industry or special interest.

Ethics Of Public Relations

As is normally said:

"It pays to be honest". A business is more likely to succeed if it is trusted. Similarly in PR credibility is vital,

i.e. not only it is believable but it should also be true.

You must have also heard an old saying; "Honesty is the best policy"

PR Professional's Conduct Towards Practice Of PR

·Should have a positive duty to observe the highest standards in the practice of public relations & to deal

fairly & honestly with employers & clients.

·Be aware of, understand & observe the above in letter & spirit.

·Conduct his or her professional activities with regard to the public interest.

·Has a positive duty at all times to respect the truth and not disseminate false or misleading information

knowingly.

Ethics Of Public Relations

·Honor confidences received or given in the course of professional activity.

·Should not misuse information regarding his or her employer's or client's business for personal gain.

·Shall make every effort not to publish or otherwise disseminate false information.

Fundamentals of Public Relations MCM 401

·Will not conduct in a manner which is likely to be detrimental to the interest of the reputation of a public

relation professional.

·Will never use inside information for personal gain.

·Will maintain complete secrecy if working for many clients during the course of their professional duties.

PR In Developing Countries

Problems of PR in Developing Countries

Communication "Difficult"

Because of lack of western style media

·Distances between cities & remote rural communities.

·Poor literacy.

·Numerous ethnic groups.

·Many regional languages & dialects.

·Religious & tribal taboos.

Marketing

Two Dilemmas

1. Half the population will be under 15 years of age.

2. Many rural people may be subsistence farmers who sell little of their produce.

Therefore

At least if not more half will probably be outside the cash economy, thus having no buying power.

Publics

Only 10~20% read newspapers, and own television sets

As A Result

People have attitudes and expectations similar to those in the West but even so 80% will not, & women in

particular may generally suffer an inferior position.

4. Mass Communication

Because of low literacy rate and around 70% population living below poverty line newspapers only reach a

specific segment of society. Moreover, different regional languages also result in limited readership. So there

is, even these days, a big handicap in mass communication.

5. Advertising Dilemmas

Normally those who advertise even to the educated, literate, well to do minorities either have very little

knowledge of the product or have no understanding of the public.

As A Result

Such advertising will be bad PR for the companies concerned

6. Educating The Market

PR situation in developing countries is totally different to the West. EDUCATION an essential

characteristic of PR is the primary aspect of development.

As A Result

PR job is to educate the market.

Media In Developing Countries

Differences from Western Media

Fundamentals of Public Relations MCM 401

·Unlikely to be the mass media in same sense that most people read newspapers & watch television, though

radio may be widespread.

·The media may have to go to people living in distant locations with inadequate traveling facilities.

·Media regarded as popular or mass in the west may be regarded as elitist or minority media.

·Most media will be divided into editions which serve different language groups. This will make circulations

smaller.

·Traditional or folk media may have more appeal.

Public Relations Consultancy

Definition of a PR consultant?

" It is the provision of specified & creative services by an individual or a group of individuals qualified to do

so by reason of experience and training by way of professional fees paid for its services by clients under an

agreed contract."

Advantages Of A PR Consultancy.

·It is an independent advisor, able & willing to criticize.

·It has wide experience gained with many clients requiring diversity of techniques.

·It is familiar with more media than the staff PR manager.

·It has more facilities & has access to specialist services with whom good working relations are enjoyed, like

printers, photographers, research units, translators etc.

·It has skilled specialist staff.

·It may have central urban location close to media, venues for receptions & suppliers of services.

Disadvantages.

·It is remote from the internal organization of clients.

·Generally works through only one person in the client organization, or at best through only a few people

& lacks internal line of communication.

·It is limited in operations to the size of fee unlike the staff PR manager who works full time.

·It has to share loyalties between clients.

·It may know little about the client's trade, industry or special interest.

How Can Political PR Help

Somehow or the other businesses are bound to be affected by Politics...

Has to be identified!

.... How, when & why political action?

Is it going to help or harm you!

· Do you include Political PR as part of your in-house PR Program?

Do you identify the MPs and Councilors who take a special interest in your subjects (and not just

your trade or industry) & how to plan to lobby them?

Which ministries or local government departments should you approach through civil servants?

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