PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.

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Fundamentals of Public Relations MCM 401

Lesson 3

PUBLIC RELATIONS DISTINGUISHED.

Overview

In this lecture we will try and distinguish public relations from other activities in which an organization

indulges to project its image or for the conveying of a particular message to the target public. We will

distinguish public relations from advertising, marketing. sales promotion, publicity and propaganda. This

will enable the students to precisely know the difference between these various applications of public

relations.

Difference between PR & Advertising

Public relations and advertising are normally confused to be same, which is not at all true or correct. The

best way to distinguish it from advertising will be to first of all try and define advertising and public

relations. This definition will clearly explain the difference.

Advertising presents the most persuasive possible selling message to the right prospects for the product or

service at the lowest possible cost. While public relations role is of informing, educating & creating

understanding through knowledge for the same product. In fact advertising will be more successful

when prior PR activity has created knowledge and understanding of the product or service being promoted

--- also known as Market Education. Therefore advertising is merely a tool of public relations, where by

market research PR manager decides type of advertising and on this basis determines choice & use of

media. So to sum up following will explain the difference between PR and advertising.

PR is not a form of advertising, and is in fact bigger activity than advertising.

PR relates to all the communications of the total organizations, while advertising is mainly limited

to marketing functions.

PR is neither "free advertising" nor "unpaid for advertising". In fact it is time consuming & time

costs money.

At times advertising may not be used by an organization, but every organization is involved in PR.

PR embraces every one & everything, while advertising is limited to special selling & buying tasks

Marketing is the management process responsible for identifying, anticipating & satisfying

customer requirements profitably.

PR is about creating & understanding through knowledge "Market Education" the basis of effective

marketing policy as it has to be applied to every part of marketing mix.

Difference between PR & Sales Promotion

Sales promotion consists of short term schemes, usually at the point of sales, but also in direct response

marketing, to launch products or to revive or increase sales. At times sales promotion may have PR aspects

yet it is not PR.

PR is confused with sales promotion, mainly because Sales promotion brings the producer closer to

consumer. Sales promotion consists of short / long term specific schemes while PR takes care of larger

benefits through broad based plans based on knowledge.

Difference Between PR & Propaganda

Propaganda is the means of gaining support for an opinion, creed or belief. This is another form of

communication & by no means PR. Successful PR must be credible, whereas propaganda is liable to invite

suspicion or at least disagreement.

Difference Between PR & Publicity

A simple definition would explain publicity as resulting from information being made known. So as

Fundamentals of Public Relations MCM 401

Publicity results from information being made known by PR plan.

PR is very much about the behavior of individuals, organizations,

products & services.

Publicity only yields an image, subject to PR which provides

adequate knowledge for that image.

Public Relations Department

When a company is engaged in lot of PR work then it is recommended that it should be handled through

the company's internal Public Relations Department.

The PR Practitioner is more of an All Rounder. He is at the same time a communicator, advisor and a

campaign planner.

Size of a PR Department.

PR department may be large or small depending upon:

a) Size of the organization.

b) Value placed on PR by management;

c) Special PR requirements of the organization.

Taking (c ) a stage further, a mass consumer product manufacturer may spend much more on advertisement

than on PR, while a technical or industrial company may spend little on advertisement but rely strongly on

PR.

PR Department Staff.

The PR department may consist of no more than a PR Manager and a secretary with word processing

capability. Depending upon the activity & size of operation the organization may have Press officer,

photographer and a presentation specialist. See chart below for possible staffing of a PR department in a

large manufacturing company.

Role Of PR Manager

PR manager is the executive who manages the company's PR. His / Her responsibilities can be;

To set the targets or define objectives for PR operations;

To estimate the working hours and other resources that needs to be cost.

To decide priorities that will control the choice of publics, media to reach

Them, timing of operations, best use of manpower and other

Resources such as equipment etc.

To decide the feasibility of carrying out the declared objectives in the light

of available funds, existing staff and equipment etc.

Four Fold Specialist Task Of PR Manager

1. To establish and maintain a correct image of the organization and its policies, products, services

and personnel.

2. Monitor outside opinion & convey this intelligence to management;

3. Advise management on communication problems, solutions & techniques;

Inform all publics about policies, activities, products, services & personnel so that maximum

knowledge & understanding is won.

Fundamentals of Public Relations MCM 401

A Typical Organization Chart of A PR Department

Public Relations Manager

Secretary

Assistant Public Relations Manager

Secretary

House

Works Visits

Photographer

Print and

Press Officer

Journal

Organizer

Publications

Editor

Officer

Secretary

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