1. IMC - Prof. Rajesh Satpathy

2. What is Public Relation?
Def: “Building good relations with the company’s various
publics by obtaining favorable publicity, building up a good
corporate image, and handling or heading off unfavorable
rumors, stories, and events”.
Or
Public relations is about reputation - the result of what you
do, what you say and what others say about you. Public
relations is the discipline which looks after reputation, with
the aim of earning understanding and support and influencing
opinion and behaviour.

3. Dimensions of Public Relation

4. Public Relation
PR departments may perform any or all of the following
functions:
• Press relations or press agency: Creating and placing
newsworthy information in the news media to attract
attention to a person, product, or service.
• Product publicity: Publicizing specific products.
• Public affairs: Building and maintaining national or local
community relationships.

5. Public Relation
• Lobbying: Building and maintaining relationships with
legislators and government officials to influence legislation
and regulation.
• Investor relations: Maintaining relationships with
shareholders and others in the financial community.
• Development: Working with donors or members of non-
profit organizations to gain financial or volunteer support.

6. Public Relation
Public relations is used to promote products, people, places,
ideas, activities, organizations, and even nations. Companies
use PR to build good relations with consumers, investors, the
media, and their communities.
Trade associations have used PR to rebuild interest in
declining commodities, such as eggs, apples, potatoes, anddeclining commodities, such as eggs, apples, potatoes, and
milk.
For example, the American milk industry’s popular “Got
Milk?” PR campaign featuring celebrities with milk mustaches
reversed a long-standing decline in milk consumption. Even
government organizations use PR to build awareness.

7. Avian fear
According to estimates, the crisis may result in losses running up to Rs.2,000 crore
for the industry that supplies one crore kilogram of chicken and 11 crore eggs to
consumers across India every day.
Read more at: http://indiatoday.intoday.in/story/bird-flu-scare-puts-maharashtra-poultry-industry-into-crisis/1/181744.html

11. Role of Public Relation
• Public relations can have a strong impact on public awareness
at a much lower cost than advertising can. The company does
not pay for the space or time in the media. Rather, it pays for
a staff to develop and circulate information and manage
events.
• If the company develops an interesting story or event, it
could be picked up by several different media, having the
same effect as advertising that would cost millions. And it
would have more credibility than advertising.

12. Public Relation
The following terms are used in the definition of PR:
• 'Organisation' can be a government body, a business, a
profession, a public service or a body concerned with health,
culture, education - indeed any corporate or voluntary bodyculture, education - indeed any corporate or voluntary body
large or small.
• 'Publics' are audiences that are important to the organisation.
They include customers - existing and potential; employees
and management; investors; media; government; suppliers;
opinion-formers.

13. Public Relation…
• 'Understanding' is a two-way process. To be effective, an
organisation needs to listen to the opinions of those with
whom it deals and not solely provide information. Issuing a
barrage of propaganda is not enough in today's open society.

14. Public Relation?
PR in practice:
Public relations takes many forms in different organisations
and comes under many titles, including public information,
investor relations, public affairs, corporate communication,
marketing or customer relations. To add to all the confusion,
not all of these titles always relate accurately to public
relations, but all of them cover at least part of what public
relations is.

15. Public Relation
At its best, public relations not only tells an organisation's
story to its publics, it also helps to shape the organisation and
the way it works.
Through research, feedback communication and evaluation,
the practitioner needs to find out the concerns and
expectations of a company's publics and explain them to itsexpectations of a company's publics and explain them to its
management.

16. Thank You!