1. Meaning And Definition of Public
Relation
BY
SMART LEARNING WAY

2. Flow of Presentation
Introduction
Meaning of Public Relation
Definition of Public Relation
Conclusion
Review of The Topic
Bibliography

3. Introduction
 What we see on TV as
advertisements for eggs, milk and diamonds
is not direct advertising as you hardly find
any sponsor. Drink more milk, eat eggs every
day are meant to create awareness among
the public and hence can be called PR
campaigns. Unfortunately, the task of PR is
not appreciated by most of the persons and
it tends to become a thankless one. In
election campaigns ,

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after the candidate has finished and gone his
secretary remains to answer the questions
regarding how the speech should be interpreted
for improving the candidate’s image. After the
corporate Chairman has given an expose of the
firm’s plans, its elaboration and explanation is
done by the PR persons. Press releases are part
of the PR job. In case of any catastrophe the
PR has to explain how the firm is coping with
It and

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the damage control measures it is going to
take. The famous oil spill in the ocean had
the oil company’s PR people on their toes. It
may be added that in such crisis situations
even the CEO takes the role of PR.

6. Meaning
 Public relations involves the cultivation of
favourable relations for organizations and
products with its key publics through the use
of a variety of communications channels and
tools. Traditionally, this meant public relations
professionals would work with members of
the news media to build a favourable image
by publicizing the organization or product
through stories in print and broadcast media.
But today the

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Role of public relations is much broader and
includes:
 Building awareness and a favourable image for
a company or client within stories and articles
found in relevant media outlets.
 Closely monitoring numerous media channels
for public comment about a company and its
products.
 Managing crises that threaten company or
product image.

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 Building goodwill among an organization’s target
market through community, philanthropic and
special programmes and events.
 In this chapter, most of our focus is on how
public relations support marketing by building
product and company image. Yet, it should be
noted that are other stakeholder companies
reached via the public relations function, such
as employees and non-target

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market groups. Favourable media coverage
about a company or product often reaches
these audiences as well and may offer
potential benefit to the marketer.
 Finally, in most large companies,
Investor Relations (IR) or financial public
relations is a specialty in itself guided by
specific disclosure regulations. However,
coverage of this type of PR will not be
provided here.

10. Definition
1) Edward L. Bernays :-
‘Public relation is the attempt by the
information, persuasion and adjustment to
engineer public support for an activity, cause,
movement or institution.
2) John W. Hill :-
‘The management function which gives
the same organised and careful attention to the
asset of goodwill as is given to any other major
asset of business.’

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3) Herbert M. Baus :-
‘Public relation is a combination of
philosophy, sociology, economics, language,
psychology, journalism, communication and other
knowledge into a system of human
understanding.’
4) Charless Plackard:-
‘Merely human decency which flows
from a good heart.’

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5) The most widely accepted and popular definition
of PR is from the institute of public relations (IPR),
which defines public relations as, “The planned and
sustained effort to establish and maintain goodwill
and mutual understanding between an organisation
and its publics.
6) ‘Public relations is a dynamic business
communication tool which can transform the
performance of any company, be it a one-man
band or a multinational.’

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7) Public Relations can be defined as, “the
process of understanding public attitudes on
relevant issues, interpreting these attitudes
for Management, and then working either
to align the organizational polices and
practices with those attitudes or to modify
the attitudes themselves.”

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8) Public relations (PR) is a profession with varying
definitions because of its many functions and the
differentiating perceptions held by its practitioners
and the public.
9) “Public relation is good work properly publicizes
and adequately acknowledged by the people.”

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10)Communication by a person or an organization
with the purpose of creating a favorable public
image; commonly referred to as PR.
11)may consist of a variety of activities engaged in
by organizations or celebrities that are intended
to promote a positive relationship or image
with their customers and prospective
customers (members of the public).

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12)Communications often in the form of news distributed in
a non-personal form which may include newspaper,
magazine, radio, television, Internet or other form of
media for which the sponsoring organization does not
pay a fee.
13)According to the Chartered Institute of Public Relations
(CIPR), public relations is about reputation – the result of
what you do, what you say and what others say about
you.

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14)Any activities or events that help promote a favorable
relationship between a company and its customers and
prospects; activities used to influence the press to print
stories that promote a favorable image of a company
and its products or services.
15)Public relations has been described as building goodwill
with a company's various publics, including consumers,
employees, government officials, stockholders, and
suppliers.

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16)Public relations includes ongoing activities to
ensure the overall company has a strong public
image. Public relations activities include helping
the public to understand the company and its
products. Often, public relations are conducted
through the media, that is, newspapers,
television, magazines, etc. As noted above,
public relations is often considered as one of
the primary activities included in promotions.

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17)PUBLIC RELATIONS is a form of communication
primarily directed toward gaining public
understanding and acceptance. Public relations
usually deals with issues rather than products
or services, and is used to build goodwill with
public or employeess. Examples of public
relations are employee training, support of
charitable events, or a news release about
some positive community participation.

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18)Public relations (PR) is the practice of conveying
messages to the public through the media on behalf
of a client, with the intention of changing the
public's actions by influencing their opinions. PR
practitioners usually target only certain segments of
the public ("audiences"), since similar opinions tend
to be shared by a group of people rather than an
entire society. However, by targeting different
audiences with different messages to achieve an
overall goal, PR practitioners can achieve
widespread opinion and behavior change.

21. Conclusion
Public Relation function deals with the public
opinion and informs the firm about the
same. It also tells the public about the
results and plans and policies of the firm. It
helps the firm in coordinating its activities to
keep in tune with public likes and dislikes. It
can help the firm in moulding public opinion
in its favour. PR is used to help in selling
the products as also in managing crisis
situations.

22. Review of the Topic
 Introduction
 Meaning of Public Relation
 Definition of Public Relation
 Conclusion

23. Bibliography
1) Advertising Frank jefkins Revised by Daniel
yadin
2) Salesmanship and publicity
- Rustam davar
- Sohrab R. davar
- Nusli R. Davar

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3) Marketing management – cases and
concepts
- Nikhilesh dholakia
- Ramesh Khurana
- Lapdhi Bhandariya
- Abhinandan K. Jain
published by Rajiv dairy

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4) Principles of marketing
-Philip kotler
- Gary Armstrong
prentice hall of India private limited, New Delhi.
5) Marketing management
-S.A . Sherlekar
Publish by Himalaya publishing house