2. “Public Relations is the deliberate,
planned and sustained effort to establish
and maintain mutual understanding
between an organization and its public.”
-Institute of Public Relations, USA
3. PR is the practice of managing the flow of information between an
individual or an organization and the public.
The aim of public relations by a company often is to persuade the
public, investors, partners, employees, and other stakeholders to
maintain a certain point of view about it.
Public Relations are the management function that identifies,
establishes and maintains mutually beneficial relationships between
an organization and the various publics on whom its success or
PR is a management function which tabulates public attitudes, defines
the policies, procedures and interest of an organization followed by
executing a program of action to earn public understanding and
Damage control: public relations will decide how the company will
communicate to deal with the problem, how the company will rectify
the damage to its image and regain control of its message. Ex- food
company faces a contamination event
Becoming a brand: Customers always choose the leading brand in the
market. One will get nowhere, if your publicity is zero.
Stay visible: Never let your customers forget that you exist. Always
keep them on track, inform them with your activities.
Event Marketing: Co.’s lend their name and brand to an event that
highlights the philosophy, brand and products or services of the
organization. Ex- sponsorship
5. Strengthening ties with Government: Getting firm acquainted with
the key government officials is a great idea to create favorable
Improved relations with employees: Using newsletters, meetings,
events, and programme to speak with internal audiences.
Internal Perceptions: Internal public relations campaigns boost staff
morale, improve communications and motivate employees
Economic Impact: company's earnings, job creation and overall
economic impact can help establish it as an important part of a city's
Media Relations: The idea is to fulfill reporters’ information requests
as a company spokesperson and become a trusted resource for
reporters. Ex- editorials and engage in media interviews, forums
Social networking: Early warning of any emerging problems or trends
on the internet about the company also helps PR professionals
monitor and respond to public comments.
6. John Marston in 1963 developed
four-step “RACE” model.
RACE is an effective process to
follow when developing a
strategic PR plan.
R = Research
A = Action Plan
C = Communication
E = Evaluation
7. 1) Research
Both formal and informal
research with internal and
external stakeholders is required,
to define the problem and
opportunity, strengths and
One should be able to answer
the “Who?” “What?” and
“Why?” for your organization’s
Research helps organizations to
gathering information about
specific problems and issues.
2) Action Plan
This step is essentially
strategizing and creating the
Develop a Strategy that
a) Identifying goals and
b) Identifying target audience(s)
c) Creating a theme for the
The main focus is to determine
the best course of action to
address the problem.
8. 3) Communication
All appropriate media is used to
ensure that the message is
delivered successfully to there
Innovation in information transfer
are bringing PR practitioners
closer to stakeholders who will
ultimately utilize the information
of relevance to them.
Develop and Implement:
a) Tactics for communicating.
b) Time line for the
Identify research methods to be
used to evaluate the success of
the program/campaign during &
Determine a way to measure
whether the campaign achieved
In last stage, review how the
public perceives the
organization by looking over the
first three stages.
After all the checks have been
made the process can be started
again targeting another issue.