Chapter 1 : Introduction

Topics covered in this snack-sized chapter:



Introduction to Public Relations arrow_upward


  • Public relations (PR) is the way organizations, companies and individuals communicate with the public and media.

    • Public Relations is a multi-disciplinary field.

    • Combination of Philosophy, sociology, economics, language, journalism, communication, business, politics, etc.
    • Most effective when viewed as a strategic management function.
  • Public relations is the use of editorial outlets (magazines, newspapers, broadcast), special events, newsletters and other PR tools to convey a message to a targeted audience.
  • Public relations is a discipline of management much like finance, accounting, human resources and law.

    • Public Relations is an ongoing two-way planned program.

  • Effective PR is one of the most effective methods of reaching and communicating messages/information to primary and secondary target audiences – and equally important to ‘key influencers’.

    • What is PR? arrow_upward


    Institute of Public Relations defines:

    • “Public Relations is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public.”

    The International Public Relations Association defines PR as:

    • ” Public Relations is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which will serve both the organization’s and the public interest.”

    PR is a set of planned activities designed to promote goodwill between an organization and its public.

    • Enhances image and reputation of a company.
    • Helps in improvement and modification according to needs and demands.
    • With the help of PR, an organization can improve its operating environment.

    The PR Process arrow_upward


    In PR, the process of communication involves four steps:

    • Research
    • Action Plan / Objectives / Program Planning
    • Communication Tactics / Implementation of Plan
    • Evaluation

  • Research: Three Key Elements:
    • Client or organization
    • Problem or potential problem and      opportunities to do public relations.
    • Audiences or publics
  • Objectives / Program Planning: Develop a Strategy that involves:
    • Identifying goals and objectives.
    • Identifying target audience(s) or public.
    • Creating a theme for the program/campaign.
  • Develop & Implement Communication Tactics: Develop and implement:
    • Tactics for communicating
    • Time line for the program/campaign
    • Budget
  • Evaluation During & After Campaign / Program:
    • Identify research methods to be used to evaluate the success of the program/campaign during & after.
    • Determine a way to measure whether the campaign achieved its objectives.

    Examples of Public Relations arrow_upward


    Spiritual leaders adapt PR activities for developing friendly relations amongst the countries.

    Mahatma Gandhi, due to his PR qualities successfully united India for Independence.

    Many leading companies make use of public relations to enhance their market value and startups to make their unique position in the market.


    History of Public Relations arrow_upward


    Mostly confined to early half of the twentieth century.

    Greeks derived it from the word Semantikos which means how to get people to believe and do things.

    Ivy Lee is regarded as the first real Practitioner of Public Relations.

    Lee professionalized PR by following these three principles:

    • Tell the Truth
    • Provide accurate facts
    • The PR Director must have access to top management and must be able to influence decisions.

    Lee defines PR as the actual relationship of the company to the people and that relationship involves more than talk. The company must act by performing good deeds.

    Edward L. Bernays is regarded as the profession’s founder.

    • Also known as self-appointed Father of Public Relations
    • He devised standardized methods and techniques of modern day PR
    • Taught the course at NY University(1923)
    • Developed three tools to influence Public consent:
    • Market Research
    • Social Surveys
    • Public Opinion Polls

    Bernay’s concept includes-

    • PR is a public service
    • PR should promote new ideas and progress.
    • PR should build a public conscience.

    PR as a profession was initially an American phenomenon.

    By end of 20th century, PR was a need throughout the industrialized world.


    What Can Public Relations do? arrow_upward


  • Public relations can add credibility/authority
  • Can create an opportunity to probe new markets for your product/service less expensively than advertising.
  • Test demand for new products in current markets.
  • Establish or increase awareness of your organization's message among key buyer and influencer audiences.

    • What Can't Public Relations do? arrow_upward


  • With public relations your control of the message is more limited than with advertising.
  • There is no guarantee of frequency, how often or how many times your message will appear, or placement, where your message will appear.
  • If the reporter "buys" the story, there is no guarantee of how or when he will use the story.


    • Thank You from Kimavi arrow_upward


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