What is Public Relations PR Process Models of Public Relations Objectives PR Functions Methods and Tools

1. Public Relations
What is Public Relations
PR Process
Models of Public Relations
Objectives
PR Functions
Methods and Tools

2. Definitions of PR
 Public relations is deliberate, planned and sustained effort to establish and ,aintain
mutual understanding between an organization and its public.
 Using communication to adapt relationship between organization and its publics
(Carl H. Botan “ International Public Relations : Critique and reformulation” in
public relations review, 1992)
 Public relations is a unique management function which helps organizations to
establish and maintain mutual lines of communications, understanding, acceptance,
and cooperation with their public(s). It involves the management of problems or
issues; helps management to keep informed on and responsive to public opinion;
defines and emphasizes the responsibility of the management to serve not only the
organization but most important the public(s)’ interest(s); helps management to stay
familiar with environmental changes; serving as a warning system to help predict
trends; and uses research and symmetrical communication techniques as its
principal tools.

3. Public Relations Process
To practice public relations one must understand the process by which public relation
operates.
ROPE
R: Research
O: Objectives
P: Programming
E: Evaluation ( Jerry Henduing).
RACE
R: Research
A: Action and Planning
C: Communication
E: Evaluation ( John Marston).

4. 1: Research
Research is to controlled, objective and systematic gathering of information for the purpose
of describing and understanding ( Broom and Dozier).
Why we Conduct Research in PR:
• Achieve credibility with management
• Define audience and segment public
• Formulate strategy
• Test Message
• Help management keep in touch
• Monitor the competition
2: Action and Planning
After research in PR process action and planning decide where an organization want to be in
future and how to get there.it sets the organizations direction, proactivity, avoiding drift and
repetition of activates (Broom and Dozier).
3: Communication
Communication is the implementation of a decision in PR process. Strategies and tactics of
PR program are:
• Press Release News letters
• Posters Broachers
• Banners Press Conference
• Special events Rallies
• Stickers

5. According to “Patrick Johsan” communicator should ask the prepose of message is:
• Appropriate
• Memorable
• Meaningful
• Understandable
• Believable
4: Evaluation
Fourth step to PR process is evaluation. The systematic assessment of a program and its
results. It is a means of practitioners to offer accountability to clients and to themselves.

6. Models of PR
4 Models of Public Relations by J.Gruning & T.Hunt
Characteristic Publicity Public
Information
Two-Way
Asymmetric
Two-Way
Symmetric
Purpose Propaganda Dissemination of
information
Scientific
Persuasion
Mutual
Understanding
Nature of
Communication
One way,
complete truth
not essential
One way, truth
important
Two way,
imbalanced
effects
Two way,
balanced effect
Nature of
Research
Little, Counting,
House Survey
Little, content
analysis,
readability,
readership,
Formative,
evaluative of
attitudes,
Formative,
evaluative of
understanding
Where practiced
today
Sports, theatre,
product
promotion
Government
non-profit
associations,
business
Competitive
business,
agencies
Regulated
business,
agencies

7. Objectives of PR
There are basic three objective of Public Relations:
1. Image Building
2. Maintain the Repute
3. Create the good will
Functions of Public Relations
• Counselling Research
• Media Relations Publicity
• Employee/member relations Community relations
• Public affairs Issue management
• Government affairs Financial relations
• Industry relations Development fund raising
• Multicultural relations Special Events
• Propaganda Lobbying
• Opinion Protocol Marketing relations

8. Public Opinion
Public
It is a combination of many different ethnic, religious, geographical, political and
special interest groups. Types of public:
• All issue
• Single issue
• Hot issue
• Pathetic public
Public Opinion
Some of individuals opinion on an issue effecting those individuals. Elements of public
opinion process are:
• Issues
• Communication
• Perceptions of reality
• Demographic, social and psychological characteristics
Opinion Leaders
The person who formulate the opinion of public. Types of opinion leaders are:
• Formal opinion Leader
• Informal Opinion Leaders

9. Persuasion
Persuasion is an activity or a process in which a communicator attempts to induce a
change in attitude or behaviour of others person or group through transmutation of
message in a context in which persuade has some degree of free choice ( Richard
Perloff).
Types of Persuasion (Aristotle)
1. Ethos: it means speaker should have good Characteristics.
2. Logos: in this technique communicator use logics to persuade audience.
3. Pathos: it means the emotions and the feelings of the audience. Appeal based on
emotions.
Uses of Persuasion
• Change or neutralize hostile opinion
• Crystalize latent opinion
• Conserve favourable opinion
Factors of Persuasion
• Audience Analysis Source credibility
• Appeal to self interest Clarity of message
• Timing and context Audience participation
• Suggestions for action persuasive speaking

10. Propaganda
Propaganda consist of the planned use of any form of public or
mass-produced communication designed to effect the minds and
emotions of a given group for a specific purpose whether military,
economic or political ( Paul Myron Anthony 1954).
Types of Propaganda
1. White propaganda: It comes from openly identified source.
2. Black propaganda: It is identified from one source.
3. Grey propaganda: In grey propaganda source is not identified.

11. Techniques of propaganda
• Name calling: It is the use of derogatory language or words that
carry a negative meaning.
• Glittering Generalities: Equality, peace, democracy are words that
have different positive meaning for individual but are linked to
highly valued concept.
• Transfer: It attempt to make the view a certain item in the same way.
The cross, Roz-e-Rasool, crescent.
• Testimonials: Famous & influential. People tell you why they use a
product.
• Bandwagon: The message tell you everybody is doing this & you
should join.
• Card Stacking: Technique use to show favouritism. Logical &
illogical statement to give the best or worst possible case.
• Plain Folk: To build trust doing the same.

12. Advertising
• It is a form of communication intended to
persuade an audience(viewers, readers or
listeners) to purchase or take some action
upon products, ideas or services.
• Advertising is paid, non-paid communication
from an identified sponsor using mass media
to persuade or influence an audience.

13. Types of Advertising
 Interactive Advertising
 Brand Advertising
 Public Service Advertising
 Retail or Local Advertising
 Institutional Advertising
 Political Advertising
 Business to Business Advertising
 Dived Response Advertising
 Directory Advertising

14. Roles of Advertising
1. Marketing Role: It is used to satisfy consumer
needs & wants through goods & services.
2. Communication Role: Advertising is a form of
communication.
3. Economic Role: Through advertising, making
economy better sale increases.
4. Societal Role: Informs us about new &
improved products teach us how to use
innovations.

15. Functions of Advertising
 Provide brand and product information.
 Provide incentives to take action.
 Provide reminders and reinforcements.