PUBLICS OF PR:Expanded Publics, Few Examples Of Publics

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Fundamentals of Public Relations MCM 401

Lesson 4

PUBLICS OF PR

Overview

This lecture will identify various jobs required to be performed by public relations department. In fact the

kind of work carried out by a PR manager and staff will obviously differ from one organization to another

and can be composed of many variables. We will also discuss different publics of public relations, its

definition and its importance.

A To Z Of Work Undertaken By PR Department

As has been reiterated before PR department has multifarious duties to perform, so these are generally

enumerated as below:

(a)

Writing and distributing news releases, photographs & feature articles to the press, compiling press

lists.

(b)

Organizing press conferences, receptions and facility visits.

(c)

Maintaining a media information service.

(d)

Arranging press, radio and television interviews for management.

(e)

Briefing photographers and maintaining a picture library.

( f)

Editing and producing staff magazines or newspapers and organizing other forms of internal

communication e.g. videotapes, slide presentations, wall newspapers, etc.

(g)

Editing and producing external journals aimed at distributors, users, customers, etc.

(h)

Writing and producing print material such as educational literature, company histories, annual

reports, induction literature for new staff, educational posters for schools, etc.

(i)

Commissioning audio - visuals such as synchronized slide presentations and videotapes together

with their distribution, cataloguing, showing and maintenance.

(j)

Commissioning and organizing PR exhibitions and displays, including provision of vehicles.

(k)

Commissioning and maintaining all forms of corporate identity and house styling e.g. logos, color

schemes, print house style and typography, livery of vehicles, distinctive clothing, etc.

(l)

Handling PR sponsorships.

(m)

Organizing works or similar visits, e.g. facility flights, sailings, site tours, etc.

(n)

Attendance at appropriate meetings of the board and meetings of production, marketing, sales and

other executives.

(o)

Attendance at sales and dealer conferences.

(p)

Representation of the company at trade association meetings.

(q)

Liaison with PR consultancy if one is employed.

(r)

Training PR staff.

(s)

Commissioning opinion surveys (or other research).

(t)

Supervising advertising - liaison with advertising agency

(u)

Liaison with politicians and civil servants.

(v)

Official openings of new premises arrangements for VIPs, guests and press.

(w)

Arranging visits by royalty, MPs, VIPs, foreign visitors.

(x)

Celebrating centenaries, Award for Industry, etc.

(y)

Organizing feedback of press cuttings, radio and television transcripts, monitoring and other

reports from outside.

(z)

Analysis of feedback and evaluation of the results of efforts in relation to the declared objectives.

Fundamentals of Public Relations MCM 401

Publics Of PR

Although the publics of Public relations can be various yet these can basically be divided in to two major

categories.

Internal

b) External

But with operations, problems and expectations increasing manifold, these have expanded a lot. For

understanding purposes a generalized list is given below:

Expanded Publics.

The Community;

Potential Employees;

Employees;

Suppliers of services and materials;

Investors --- the money market;

Distributors;

Consumers and users;

Opinion leaders.

Why Should We know Or Define Publics?

Unless we know our Publics, it will be almost impossible to plan a proper and useful PR campaign. Basically

following are the purposes of determining and defining the Publics.

To identify all groups of people relative to a PR program;

To establish priority within the scope of the budget & resources;

To select media & techniques;

To prepare the message in acceptable & effective forms.

What Happens If We Do Not Define Publics?

As has been mentioned above, following problems will have to be faced if we do not define or know our

publics.

Efforts & funds will be scattered indiscriminately in the attempt to reach too many publics;

The same message will be issued irrespective of its suitability for different groups of people;

Work would not be timed to make the most cost effective use of working hours, materials &

equipment;

So in short we should remember that if it happens as enumerated above then the:

Management would be dissatisfied with the lack of results & management would be justified in regarding

PR as being intangible & worse still, a waste of money and resultantly the PR practitioner may be branded

as incompetent which will be total disaster from PR point of view.

Few Examples Of Publics

Members, donors, voluntary workers,

Beneficiaries and users of the service;

Potential supporters and helpers;

Suppliers of services and materials;

Politicians, political parties;

Various Groups;

Central and local government officials;

Fundamentals of Public Relations MCM 401

Medical and health professionals;

Charities;

Opinion leaders.

MPA `s; MNA's Senators; Government Officials; Distributors, - travel agents;

Convention organizers;

Transport operators - rail, sea, air, road;

Banks, credit card and travelers' cheque operators; Currency dealers;

Hotel owners including international hotel groups;

Visitors - holidaymakers, business people, students;

Conference delegates, sportspeople;

Opinion leaders - writers, politicians, teachers;

Community in vicinity of a manufacturing industry;

Potential staff - local factory/office labor, management and sales staff from other firms;

All grades of management, office, factory, warehouse, transport, sales staff;

Suppliers of local services, e.g. public services, and suppliers of raw materials, packaging,

advertising and other professional services;

Stock market - city editors, investment analysts, institutional buyers and shareholders;

Consumers - present and potential, including school children;

Trade unions, trade associations;

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