Establishing Mutual Relations in Public Communications

Deliberate planned sustained effort mutual relations organization public. PR function identify maintain beneficial relationships. Purpose - continue communication channels, persuade convince publics. Certain groups need maintain communication - personnel, shareholders, customers, suppliers, financiers, government, media, community. Internal external publics include employees, government, customers, investors. Main PR functions widen influence, create correct public image, sustain government industrial relations, crisis response. Objectives convert negative situations positive creating understanding goodwill. Methods information dissemination internally externally through various means such as letters, faxes, websites, telephone, internet, press releases, advertisements.

• Public Relations
• Communication
• Organization
• Publics
• Purpose

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1. PUBLIC RELATIONS Definition Public relations is the deliberate planned and sustained effort to establish and maintain mutual understanding between an organisation and its public Scot M. Cutlip : the management function that identifies,establishes and maintains mutually beneficial relationship between an organization and various publics on whom its success or failure depends

2. PUBLIC RELATIONS CONTD Public Relations is a planned effort for a specific purpose. Purpose : To establish and continue communication channels between the organization and the public To reach out and communicate with public To persuade, convince and hold attention of publics

3. PUBLICS OF PR Publics : certain groups of people Organization s publics: Groups of people with whom organization needs to and wants to maintain communication Personnel, shareholders, customers ,suppliers, financiers, government, media, community, other companies, competitors

4. TYPES OF PUBLICS Internal : Employees External: Govt., customers, investors, suppliers, community, media An individual may be a member of one or more publics. Eg : employee and share holder

5. FUNCTIONS OF PR Main function of PR Deptt: To create and maintain mutual understanding between public and the organization To widen the sphere of influence of an org To identify and eliminate sources of misunderstanding To present a correct public image of the company To plan and sustain govt and industrial relations To respond to crises, accidents, strikes etc Uses publicity, advertising, film shows, exhibitions, conferences

6. OBJECTIVES OF PR To convert negative situations into positive ones. Negative states : discrimination, hostility,indifference and ignorance By identifying and eliminating misunderstanding positive state is created Positive states: understanding and goodwill

7. METHODS Internal PR: Information carried vertically and across the organization External PR: Information carried vertically and diagonally with customers, vendors ,investors, distributors, banks, government, media etc Means : Letters, faxes, websites, telephone, internet, audio, video, press releases, advertisements, announcements, updates

8. INTERNAL PUBLIC RELATIONS Channels: Vertical, horizontal, informal Scope : Communication with employees at all levels To appreciate and motivate employees To inform about new policies, changes, mergers, expansion, financial setbacks, downsizing etc To train and educate employees To guide and counsel employees To address employee grievances

9. METHODS OF INTERNAL PR Suggestion Schemes : Method where employees can contribute their ideas, suggestions, proposals Suggestion boxes are placed at vantage points Cards /forms are provided Employees can contribute anonymously Review committee scrutinizes suggestions Useful, feasible ones are selected and rewarded Suggestion scheme converts complaining employee into a participating one

10. METHODS OF INTERNAL PR Advice and Counselling Problems of employees : personal,emotional,financial,professional Conflicts , misunderstanding, poor performance The above to be resolved by talks, discussion, advice Professional help through counsellors provided

11. METHODS CONTD Publications : Prepared by organization Monthly bulletins, annual, half-yearly, quarterly Examples: House Journals/organs: To be informative,educative, interactive,interesting, colourful Company news,employee news, photos

12. METHODS CONTD Bulletins: Smaller than house journals Like newspapers, contains company news Notice Boards : Used to put up notices, photos, Exhibitions : to educate and inform employees Inter dept, intra-co get togethers, visits

13. EXTERNAL PUBLIC RELATIONS Purpose : Building an impressive image of the organization Developing and sustaining mutual understanding between organization and public Reaching out to opinion makers like govt officials, consumer groups, NGOs and media persons To highlight organization s attitude, commitment and social responsibility

14. METHODS OF EXTERNAL PR Open House: Inviting public into the organization Open House Day :Family members/neighbourhood/students invited to visit the factory/workplace for a conducted tour Reassures family members/builds bonds Exhibitions/Fairs/Product launch To showcase products and interact with prospective customers Film shows/fashion shows/art shows/sponsorships/charity shows/

15. METHODS OF EXTERNAL PR Conferences/Seminars : To exchange ideas, information, professional,social interaction To present a good image as host, promote the organization and its products and practices Attending seminars/conferences in other organizations increases learning

16. METHODS OF EXTERNAL PR Mass Media: Used to reach out to large numbers Use of print and electronic media, audio and visual media Media helps shape public opinion Information is given through press releases, press handouts, features, articles, advertisements, press conferences Media and organizations are interdependent Relationship should be of mutual trust and confidence

17. MASS MEDIA IN EXTERNAL PR Newsletters: Meant for smaller readership, Focus is on one topic May be typewritten, cyclostyled or printed Subscribers may be sent copies/online For internal and external use Frequency of publication will vary

18. MASS MEDIA IN EXTERNAL PR Press Release : Information prepared by organization and released to the press To be clear, concise and brief with photos if possible Press Hand outs : Less formal than press release Handed out to the media at the time of event Handouts contain the necessary information

19. PRESS CONFERENCE Organization directly interacts with the media Conducted for major company events Senior members of the organization have to be present Interactive in nature Press handouts may be given out Useful in promoting the public image of the company

20. CRISIS MANAGEMENT A crisis may be defined as : a significant threat to organizational Functions that can have negative consequences If not handled properly. It is the responsibility of the PR dept : 1) To handle the crisis 2) To ensure least damage to the organization 3) To have a crisis mgmt team in place

21. CRISIS MANAGEMENT Reasons for crisis in organizations Lack of management ethics Mismatch of ethics of mgmt and stakeholders Loss of credibility due to refusal to share the truth with stakeholders Refusal to take the blame or express regret Allowing crisis to grow,not taking preventive Steps Not learning from past mistakes

22. CRISIS MANAGEMENT Three phases of crisis management : Pre-crisis, Crisis response, Post-crisis Pre-crisis : Concerned with prevention and preparation Formation of Crisis Management Team Leader of team from top management Team members from important operational areas.

23. CRISIS MANAGEMENT Pre crisis Crisis management team should listen to the grapevine and rumours from outside. The team should should be able to forsee and prevent problems from becoming crises Good relationship with the media must be maintained.

24. CRISIS MANAGEMENT Crisis Response It is the way a crisis is handled. The team must study, analyse, understand the crisis before responding to it. Situations and personnel connected to the crisis must be studied and understood first. Care and concern for the affected should be shown.

25. CRISIS MANAGEMENT Crisis Response A trained spokesperson should communicate with the media, give regular updates, present the facts, express regrets, avoid being aggressive or defensive , Communicate with employees, customers, government etc Keep channels of communication open. Avoid denial and blame game

26. CRISIS MANAGEMENT Post Crisis Focus on preventive measures Avoid blame game Fulfill commitments to stakeholders Take follow-up action and information Crisis management reveals the ethical standards of an organisation