SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR

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Fundamentals of Public Relations MCM 401

Lesson 9

SPECIAL USES OF PUBLIC RELATIONS

Overview

In this lecture we will look at some of the areas where Public relations has been particularly beneficial to

organizations in recent years. This will also demonstrate the versatility of PR, and show how it satisfies the

needs of leaders of industry, commerce and in other fields .It will also answer the criticism of the PR

practitioners that management rarely understands and appreciates PR. This lecture will also explain as to

how the managements of these days have discovered the need for PR. Besides this it will also cover the

skills of PR and methods of presentations

Crisis Management....Likely & unlikely. There is hardly any company or organization which does not

pass through some kind of crisis in its life. It is imperative that a crisis management program should be in

place to effectively counter such a situation ,like having a permanent crisis management team, who should

take cognizance of crisis both likely and unlikely.

Desk top Publishing. The printed house journal, the world's oldest form of organized PR for now

more than 170 years. The print has the permanence and portability which can be retained and read almost

anywhere at any time and by a wide readership. Desk top publishing has made this very simple and

effective.

Corporate Identity. The creation of corporate identity scheme is often a PR responsibility, because it

applies to all aspects of an organization and is significant part of total communication.

Parliamentary Liaison. It covers relations between organizations, perhaps using specialist consultants

with the government, houses of the parliament. PR helps to create a favorable lobby on various counts and

for different reasons and objectives. Basically it is of two kinds; firstly, keeping politicians and civil servants

aware of an organization's interests, and secondly; keeping organizations aware of parliamentary activities

and procedures.

Financial PR. Financial PR has become very important growth area, calling for special knowledge,

calling for special knowledge of the financial world, and how it works..

Skills Of PR

Writing --

One of many effective PR Tools

Presentation --

CD ROMs, Power Point.

Media Interview --

Do things, the right way.

Skills Of PR Writing

Short reports.

Memos.

Lists to break monotony.

Highlight actions.

Short introductions & summaries.

When your boss prefers it.

Correct format.

Presentations

Important points for Presentations

Collection of data. Sufficient and required data should be collected.

Structure. You have to determine the structure of presentation.

The words used. Appropriate and simple words should be used.

Talking. You have to explain verbally also in tandem with visual presentation.

Timing. It should be as brief as possible to avoid boring the audience.

Workshops. Proper workshops would also assist.

Fundamentals of Public Relations MCM 401

The Venue. Convenient and easily accessible location should be selected.

Your Voice. Talk slowly and in a reasonable and clearly audible tone.

Rehearse. Properly practice before going for presentation.

Impromptu. You may ready to explain at the spur of the moment too.

Media Interview Technique

PR practitioners need to organize & manage interviews & TV appearances efficiently. They should always

take following things into considerations to conduct such interviews.

Become used to making presentations.

Know the subject.

Should be a competent & confident communicator.

Teach yourself or rehearse.

Participate in Q&A session, even with friends.

Arrive early.

Be appropriately dressed.

Do not lead answers to more questions.

Methods of Presentations.

Computer.

Audio.

Video.

Sampling.

Presentation Objectives.

For manufacturing companies.

Organize a program of dealer activities to improve trade understanding of the company.

Improve the flow of corporate & financial news to the city & the financial press, to be ready for a share

or rights issue.

Make a video of a sporting event which the company has sponsored.

Develop more in-depth understanding of the company by relevant journalists by organizing a series of

presentations.

Develop International PR in those overseas markets where the company intends to set up distribution

network.

For a charity.

Increase public awareness of the charity's independence & that it is

supported by voluntary contributions.

Make known the continuous story of the charity's work.

Seek a sponsor for & make a video or a CD Rom about the charity's work

for people in disaster situations.

Organize a series of interviews for relief and donation appeals.

Seek industrial donors of advertising space in the press, Radio, TV etc.

Promote & Project Fund raising campaigns.

For a Local Government.

Organize a program of talks & slide / Video / Computer based presentations to school.

Organize a town history exhibition, visits by schools & seeking coverage by press, radio & TV.

Fundamentals of Public Relations MCM 401

Publish, Edit & distribute a civic newspaper to make people residing in that council to make them

aware about the local authority's services.

Organize & train team of councilors & officials to act as spokespeople about council's affairs.

Organize both local & national coverage of the opening of the town new facility.

For a Trade Association.

Make better known the association's code of practice.

Revamp the association's newsletter for members and issue it monthly instead of quarterly.

Obtain maximum media coverage of the association's campaigns.

Organize seminars for members.

Participate in the annual trade exhibition.

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