MCM401 — Final Term Summary (Lectures 23–45)

📘 Lecture 23 — Advertising in PR

📖 Overview: This lecture introduces advertising as a critical tool within public relations, covering its historical development, formal definitions, and broad and specific objectives. It also explores the types of advertising, future trends, the structure of publicity campaigns, and the guiding principles for effective PR thinking. Understanding advertising is essential for PR professionals to influence public opinion, promote causes, and support organizational goals.

🗂️ Topics Covered

The lecture begins with a brief history of advertising, tracing its origins from ancient Egypt to modern television. It then provides formal definitions from the British Institute of Advertising and the American Marketing Association. The core of the lecture details the broad and specific objectives of advertising, followed by an overview of direct and indirect types. The future of advertising is discussed in terms of information technology and popular entertainment. Finally, the lecture outlines the key components of publicity campaigns using the "7 W" framework and presents eleven guiding principles for public relations thinking.

📝 Lecture Summary

Advertising

Brief History. Advertising has been used for centuries as a popular form of spreading information. The Egyptians are considered the originators of advertising, with the practice flourishing around 3200 B.C. The ancient Romans later learned this art from the Egyptians. In England, the first printed advertisement, for the sale of a book, was published in 1477. The newspaper represented the first major revolution in advertising, while the introduction of TV was the second major revolution.

Definition Of Advertising.

The lecture provides two core definitions:

• Definition (British Institute of Advertising): "A form of communication which intends to promote the sales of goods, products or services, to influence public Opinion, to gain political support, to advance a particular Cause, or to elicit some other response desired by the advertiser."
• Definition (American Marketing Association): "Any paid form of non-personal presentation and promotional ideas, goods or services by an identified sponsor."

Broad Objectives Of Advertising

The broad objectives of advertising are to:

1. Produce awareness and knowledge about the product or service.
2. Create liking and preference for it.
3. Stimulate thought and action about it.

Specific Objectives Of Advertising

These objectives are more targeted and include:

• To build primary demand, which is crucial for the launch of a new product.
• To introduce a price deal, which demonstrates the product's competitiveness.
• To inform about a product's availability to the target public.
• To build brand recognition, brand preference, or brand insistence to create acceptance and recognition.
• To help salespersons by building awareness of a product among retailers.
• To inform about a new product's price or features, highlighting its special features against the competition.

Advertising

The lecture lists further important objectives achievable through advertising:

• To create a reputation for service, reliability, or research strength.
• To increase market share.
• To modify existing products according to buyer requirements.
• To increase the frequency of use of a product.
• To inform about new uses of a product.
• To build an overall company image.
• To effect immediate buying action.
• To reach new areas or new segments of the population within existing areas.
• To develop overseas markets.

🔑 Definition — Advertising Objectives: The specific and measurable goals that an advertising campaign seeks to achieve, ranging from building brand awareness to driving immediate sales and entering new markets. 💡 Why this matters: Clearly defining objectives is the first step in planning any effective PR or advertising campaign, as it determines the strategy, message, and metrics for success.

Types Of Advertising

Advertising is categorized into two main types:

• Direct Advertising: This includes items like packaging, wrapping paper, and book jackets.
• Indirect Advertising: This includes greeting cards, various gift items, and souvenirs.

Future Of Advertising

The future of advertising is shaped by two key factors:

• Information Technology.
• Current Popular Means of Entertainment.

Publicity Campaigns

The lecture presents the "7 W" Notes as a framework for planning a publicity campaign:

• What is the objective of the campaign?
• What problems do you want to address through it?
• What extent do you anticipate achieving the results?
• What media will you prefer to use? (For staff, local residents, and all publics)
• What will be the likely cost?
• Who is going to launch the campaign?
• When is the campaign planned to be launched?

🔑 Definition — 7 W Notes: A mnemonic framework for planning a publicity campaign that ensures all critical aspects—objective, problem, anticipated results, media, cost, launch authority, and timing—are considered.

Public Relations Thinking (Guiding Principles)

The lecture concludes with eleven guiding principles for sound PR thinking:

• Declare your interest.
• Fit the organization's purpose & aims.
• Think through to the possible consequences.
• Do not make assumptions. Use knowledge to take decisions.
• Research the background before taking any step or action.
• Have clear objectives or positive results.
• Think as specifically as possible about relationships.
• Use as many channels as possible.
• Make sure your messages are consistent.
• Approach different publics in and on their own terms.
• Think through everything – be prepared.

⭐ Key Takeaways

A student must remember that advertising is a paid, non-personal form of communication with a clear sponsor, distinct from earned media in PR. The primary goals of advertising are to build awareness, create preference, and stimulate action, with specific objectives like building brand insistence or increasing market share. The "7 W" framework is essential for structuring any publicity campaign. Finally, the guiding principles of PR thinking emphasize the importance of clear objectives, thorough research, consistency, and strategic relationship management. The future of advertising will be heavily influenced by advancements in information technology and changes in popular entertainment.

🧠 Quick Revision Questions

1. According to the American Marketing Association, what are the three key characteristics that define advertising?
2. List the three broad objectives of advertising.
3. What is the purpose of building "primary demand" through advertising?
4. Name the two key factors that will shape the future of advertising.
5. What are the seven questions (or "W" notes) you must answer when planning a publicity campaign?

📘 Lecture 24 — INTERNATIONAL PUBLIC RELATIONS

📖 Overview: This lecture explores the growing importance of public relations in the context of rapid changes in global economics and politics. It explains how PR functions internationally to counteract unfavorable attitudes and build company prestige abroad. The lecture also provides a detailed examination of PR applications for both large and small retailers, covering their publics, media, and internal contacts.

🗂️ Topics Covered

The lecture begins by introducing International Public Relations and its basic roles in counteracting unfavorable attitudes, building company prestige, and supporting overseas programs. It then provides a comprehensive policy outline for large retailers, identifies their key publics (employees, customers, community, resources, press, shareholders), and lists the media used for retail PR. The lecture also covers within-store contacts and concludes with specific PR guidelines for small retailers, highlighting what PR ultimately does for retail businesses.

📝 Lecture Summary

International Public Relations

Public Relations is now very important due to rapid changes in global economics and political circumstances. The field requires a greater interchange of techniques across countries and an understanding of differing attitudes. The importance of foreign trade has increased, making international PR essential.

🔑 Definition — International Public Relations: PR activities conducted across national borders to manage relationships with foreign publics.

Basic PR Role

The basic roles of international public relations are fourfold: to counteract unfavorable government, political, or consumer attitudes; to build the company's prestige abroad; to reinforce those groups of "pro-company" people who form the hard core of favorable opinion and knowledge of the company; and to support its overseas advertising and selling program.

💡 Why this matters: These roles show that international PR is not just about promotion but about actively managing perceptions and defending the company's reputation in foreign markets.

Public Relations For Retailers

Large Retailers

The fundamental question addressed is: "What do people think of the store?" The policy outlines a vision of an upcoming organization with a solid background of history and accomplishments. The store should project a liberal, progressive policy with merchandise fairly priced and widely used. It should offer a fair salary range and be run by progressive and efficient executives. Operations should be proper, with only reasonable profits. There must be an intelligent hiring and employee training program with a policy of promoting from within the store wherever possible. Finally, the store should be part of the life of the city, interested and wanting to be helpful in everything that pertains to the general welfare of the community.

What Are Publics Of Retailers

The publics of retailers are six distinct groups:

1. EMPLOYEES
2. CUSTOMERS
3. COMMUNITY
4. RESOURCES (suppliers/vendors)
5. PRESS, RADIO & TV
6. SHAREHOLDERS / PARTNERS

Media Used

Retailers use a variety of media including paid advertising (newspapers, radio, TV, magazines including institutional ads), printed information (bulletins, catalogs, leaflets), store suggestion service, window and interior displays, store promotions (fashion and civic), direct mail, visitors open house and entertainment, and employees' treatment of the public.

Within Store Contacts

These are the direct touchpoints between store personnel and the public:

• Salespeople to public
• Credit department to public
• Delivery department to public
• Telephone operators
• Adjustment department to public
• Elevator operators
• Mail order department to public

Small Retailers

For small retailers, public relations principles are simpler but equally important. They must: be fair to all customers, set a price on each item, be scrupulously honest, provide liberal guarantees, offer as much service as you can afford, and remember little things that please customers.

What does PR do for Retailers?

Public Relations produces sales and profits. It produces more net profit for everyone engaged in retailing. A good PR plan acts as insurance for success or as a stabilizer for business. Finally, it helps in the growth of the retailer/store.

⭐ Key Takeaways

International PR is vital for counteracting unfavorable foreign attitudes and building a company's prestige abroad, supporting its overseas advertising and sales programs. For large retailers, PR must project an image of being a progressive, fair, community-involved organization that promotes from within, targeting six key publics: employees, customers, community, resources, press, and shareholders. Media used range from paid ads and direct mail to employee interactions and store promotions, with internal contacts like salespeople and delivery departments being crucial touchpoints. For small retailers, honesty, fairness, and liberal guarantees form the core of their PR strategy. Ultimately, effective PR for any retailer acts as a stabilizer, an insurance policy for success, and a direct driver of sales, profits, and growth.

🧠 Quick Revision Questions

1. What are the four basic roles of international public relations?
2. Name all six publics of a retail store as listed in the lecture.
3. According to the policy outline for large retailers, what should be the store's policy regarding hiring and promotion?
4. List five specific media or methods used by retailers for their public relations efforts.
5. What does Public Relations ultimately do for retailers, according to the closing section of the lecture?

📘 Lecture 25 — Public Relations Consultancy

📖 Overview: This lecture examines the role and function of public relations consultancies, including their definition, advantages, and disadvantages compared to in-house PR departments. It also explores the ethics of public relations practice and the unique challenges faced by PR professionals in developing countries, particularly regarding communication, marketing, and media.

🗂️ Topics Covered

The lecture covers the definition and evaluation of public relations consultancy, including its advantages and disadvantages. It then examines the ethics of public relations, including the professional conduct expected of PR practitioners. Finally, it analyzes the specific problems and dilemmas of public relations in developing countries, focusing on communication, marketing, publics, mass communication, advertising, and the role of media.

📝 Lecture Summary

Overview

This lesson explains the modern practice of hiring public relations services through consultants to maintain a steady and strong company image. It covers the definition of a public relations consultant, the advantages and disadvantages of using consultancy services, and the ethics of public relations with special reference to professional conduct and character.

Definition of A PR Consultant?

“It is the provision of specified & creative services by an individual or a group of individuals qualified to do so by reason of experience and training by way of professional fees paid for its services by clients under an agreed contract.”

🔑 Definition — Public Relations Consultant: The provision of specified and creative services by an individual or group, qualified through experience and training, who are paid professional fees by clients under an agreed contract.

Advantages Of A PR Consultancy.

• It is an independent advisor, able and willing to criticize.
• It has wide experience gained with many clients requiring diversity of techniques.
• It is familiar with more media than the staff PR manager.
• It has more facilities and access to specialist services with whom good working relations are enjoyed, like printers, photographers, research units, translators etc.
• It has skilled specialist staff.
• It may have a central urban location close to media, venues for receptions, and suppliers of services.

Disadvantages.

• It is remote from the internal organization of clients.
• Generally works through only one person in the client organization, or at best through only a few people, and lacks an internal line of communication.
• It is limited in operations to the size of the fee, unlike the staff PR manager who works full time.
• It has to share loyalties between clients.
• It may know little about the client’s trade, industry, or special interest.

Ethics Of Public Relations

As is normally said: “It pays to be honest”. A business is more likely to succeed if it is trusted. Similarly in PR, credibility is vital, i.e., not only must it be believable, but it should also be true. The old saying applies: “Honesty is the best policy”.

PR Professional’s Conduct Towards Practice Of PR.

• Should have a positive duty to observe the highest standards in the practice of public relations and to deal fairly and honestly with employers and clients.
• Be aware of, understand, and observe the above in letter and spirit.
• Conduct professional activities with regard to the public interest.
• Has a positive duty at all times to respect the truth and not disseminate false or misleading information knowingly.

Ethics Of Public Relations

• Honor confidences received or given in the course of professional activity.
• Should not misuse information regarding an employer’s or client’s business for personal gain.
• Shall make every effort not to publish or otherwise disseminate false information.
• Will not conduct in a manner likely to be detrimental to the interest or reputation of a public relations professional.
• Will never use inside information for personal gain.
• Will maintain complete secrecy if working for many clients during the course of professional duties.

PR In Developing Countries

Problems of PR in developing countries.

1. Communication: “Difficult” because of:

• Lack of western style media
• Distances between cities and remote rural communities
• Poor literacy
• Numerous ethnic groups
• Many regional languages and dialects
• Religious and tribal taboos

2. Marketing: Two Dilemmas:

1. Half the population will be under 15 years of age
2. Many rural people may be subsistence farmers who sell little of their produce

Therefore, at least half will probably be outside the cash economy, thus having no buying power.

3. Publics: Only 10~20% read newspapers and own television sets. As a result, people have attitudes and expectations similar to those in the West, but 80% will not, and women in particular may generally suffer an inferior position.

4. Mass Communication: Because of low literacy rate and around 70% population living below the poverty line, newspapers only reach a specific segment of society. Moreover, different regional languages also result in limited readership. So there is, even these days, a big handicap in mass communication.

5. Advertising Dilemmas: Normally, those who advertise even to the educated, literate, well-to-do minorities either have very little knowledge of the product or have no understanding of the public. As a result, such advertising will be bad PR for the companies concerned.

6. Educating The Market: The PR situation in developing countries is totally different to the West. EDUCATION, an essential characteristic of PR, is the primary aspect of development. As a result, the PR job is to educate the market.

Media In Developing Countries

Differences from Western Media

• Unlikely to be the mass media in the same sense that most people read newspapers and watch television, though radio may be widespread.
• The media may have to go to people living in distant locations with inadequate traveling facilities.
• Media regarded as popular or mass in the west may be regarded as elitist or minority media.
• Most media will be divided into editions which serve different language groups, making circulations smaller.
• Traditional or folk media may have more appeal.

How Can Political PR Help

Somehow or other, businesses are bound to be affected by politics. This has to be identified: how, when, and why political action occurs, and whether it is going to help or harm you. Key considerations include:

• Do you include Political PR as part of your in-house PR Program?
• Do you identify the MPs and Councilors who take a special interest in your subjects (and not just your trade or industry) and plan to lobby them?
• Which ministries or local government departments should you approach through civil servants?

⭐ Key Takeaways

A public relations consultant is an external professional providing specified creative services under contract, offering advantages like independence, wide experience, and media familiarity, but also having disadvantages like being remote from the client's internal organization and having limited time due to fees. The ethics of public relations demand honesty, credibility, confidentiality, respect for truth, and avoidance of using inside information for personal gain. In developing countries, PR faces major challenges including poor literacy, diverse languages, low media reach, and populations outside the cash economy, making education a primary function of PR. The media landscape in developing countries differs significantly from the West, with traditional and folk media often having more appeal than mass media. Political PR is essential for businesses to identify and engage with relevant politicians, councilors, and civil servants who affect their interests.

🧠 Quick Revision Questions

1. What is the formal definition of a public relations consultant as provided in the lecture?
2. List three advantages and three disadvantages of using a PR consultancy versus an in-house PR manager.
3. According to the lecture, what are the key ethical duties a PR professional has toward the truth and their clients' information?
4. Why is communication considered "difficult" for public relations in developing countries, and what specific factors contribute to this?
5. What is the "advertising dilemma" described in the lecture, and how does it relate to educating the market in developing countries?

📘 Lecture 26 — Public Relation’s Role in Market Education

📖 Overview: This lecture examines how public relations functions as a strategic tool for market education—preparing both sellers and buyers for products and services. It also explores PR's role in supporting exports within a global context and discusses contemporary trends and structural changes in the public relations profession.

🗂️ Topics Covered

The lecture covers two main areas: first, how to educate the market through advance preparation and support for existing products, including techniques and tactics such as media relations and dealer conferences. Second, it addresses how PR can help with exports by analyzing markets and using methods like promotional literature and trade fairs. The lecture concludes with an analysis of current PR trends, including new terminology like reputation management, and the restructuring of PR roles into editorial and public policy functions.

📝 Lecture Summary

How To Educate Market

Market education serves two purposes: preparing the market in advance for a new product, and supporting products and services already on the market. There are two kinds of markets to educate: sellers (people who sell your product) and buyers (people who buy your product). A well-executed market education strategy produces several positive effects: it minimizes sales resistance, makes it easier for the sales force to achieve adequate distribution before advertising begins, reduces the cost of advertising, and makes advertising more effective because the market is already well aware of the product or service.

How To Educate Market Techniques To Be Applied

Several techniques can be applied for market education. These include a media relations campaign across press, radio, and TV as appropriate; testing of prototypes by potential users, which often provides material for media relations; creating special slides, videos, and CD-ROMs for presentations to dealers, customers, and the media; organizing work visits for dealers; running special campaigns aimed at particular opinion leaders; and producing printed materials needed to support these activities.

How To Educate Market Test Marketing Program Tactics

Specific test marketing program tactics include training sales staff, providing salespeople with counter-top demonstration units (e.g., slide video), organizing work visits, holding dealer conferences with presentations of the product and advertising, distributing dealer magazines (if available), arranging trade press receptions, and creating picture stories of the pack, stills from TV commercials, and details of media schedules.

How Can PR Help Exports

The lecture introduces an old English proverb: “One half of the world does not know how the other half lives.” To help exports, PR practitioners must first determine and identify any adverse or resistant behavior in foreign markets. Next, they must identify markets where sales are possible, determine priority markets, analyze opportunities for using PR, and finally define methods. Typical questions to determine methods include: supporting an existing agency, subsidiary, or licensee; backing up a traveling overseas sales force; preparing grounds for entry into a new foreign market; ensuring that not only market demand can be satisfied but that the organization is welcome; and keeping on repeating the PR criteria of media relations—that all material must be of interest and value to the target public. Usual acceptable methods for export PR include publishing promotional literature, external house journals, sales tours, use of videos or CD-ROMs, on-the-spot service, and trade fairs and exhibitions.

Public Relations Trends

There is a need to re-evaluate what PR is and where it is going. This means finding a balance between communications products manufacturing and strategic counseling and training of all members of organizations for their responsibility, since relationship-building is everyone's job. PR must broaden its view of the world we live in and of the institutions that employ us. Practitioners must provide strategic advice to understand the business they are in—not only the public relations part, but the business itself.

New Names For PR

The profession is evolving new terminology. British practitioners now call PR “REPUTATION MANAGEMENT.” Burston Marsteller, the largest PR firm, calls it “PERCEPTION MANAGEMENT.” Some even call it “BRAND MANAGEMENT” and add “INTEGRATED COMMUNICATION” as the new name.

Restructuring PR Roles

Corporate downsizing and subsequent outsourcing are considered the order of the day. According to John Budd, PR needs to be “Re-invented rather than re-engineered.” PR now has to emphasize two major functions: Editorial (like PR communication), which attends to high-priority, high-profile, and high-leverage needs of the organization; and Public policy and programming (similar to PR management role), which is the heart, soul, and nerve centre of the operation.

Organizational Changes

The important point is whether these organizational changes should be in “management & editorial” as per John Budd, or in “Strategy & execution” as opined by Harold Burson. However, two ways of organizing PR functions have emerged: the in-house corporate model, if the company is national or international in its scope (a mix of strategist and tactics); and a small core of specialists with outside contracting for regional or smaller companies (primarily strategist with tactics services bought).

💡 Why this matters: Understanding the distinction between strategic counseling and tactical execution is crucial for modern PR professionals. The field is shifting from a purely communications function to one that integrates business strategy, reputation management, and organizational leadership.

⭐ Key Takeaways

Market education is a critical PR function that prepares both sellers and buyers, reducing sales resistance and advertising costs while making campaigns more effective. For export success, PR must methodically analyze foreign markets, identify resistant behaviors, and use culturally appropriate methods like trade fairs and media relations to build welcome and demand. The PR profession is undergoing significant restructuring, with new names reflecting its strategic role, such as reputation management and perception management. A crucial debate exists between organizing PR into “management & editorial” functions versus “strategy & execution” roles, with the choice depending on the company's scope. Ultimately, modern PR must be reinvented to balance communications production with strategic counseling, making relationship-building everyone's responsibility within an organization.

🧠 Quick Revision Questions

1. What are the two kinds of market education, and what are the two kinds of markets they target?
2. List four effects of an effective market education strategy.
3. What are the five steps a PR practitioner should take to determine how to help with exports?
4. What new names are being used for public relations, and what do they emphasize?
5. According to John Budd, what are the two major functions that restructured PR roles must emphasize?

📘 Lecture 27 — Modern Day Values of PR

📖 Overview: This lecture explores the evolved, active role of public relations in modern society, highlighting its core values, ethical foundations, and the psychology of public persuasion. It also provides essential guidelines for professional conduct, culminating in six golden principles for PR management, which are critical for building trust and managing organizational reputation.

🗂️ Topics Covered

This lecture covers the modern-day values of public relations, explaining how PR represents public interests and helps management formulate goals. It details the three ways to influence people (power, patronage, persuasion) and the six phases of public response to persuasive information. The lecture then delves deeply into the ethics of public relations, emphasizing the critical importance of honesty and outlining the professional conduct expected of a PR practitioner. Finally, it summarizes six golden principles for PR management.

📝 Lecture Summary

Modern Day Values Of PR

Public relations has evolved from an indirect function to a direct, active role on a global basis. Its modern values include: representing and articulating the desires of various publics to sometimes unresponsive institutions, while also speaking to those publics on behalf of the institutions. PR helps establish smoother relationships between institutions and society by encouraging mutual adjustments, and it offers a communication system to keep people informed. PR personnel can help stimulate an institution's social conscience and assist management in formulating, advocating, and reaching better objectives.

There are three ways to get people to do what you want: 1. Power, 2. Patronage, and 3. Persuasion.

Public Response To Persuasive Information.

The process of public response to persuasion occurs in six phases:

• Phase I. Awareness: Also called presentation.
• Phase II. Information: Also called attending.
• Phase III. Evaluation: Also called comprehending.
• Phase IV. Trial: Also called yielding.
• Phase V. Adoption: Also called retaining.
• Phase VI. Reinforcement: Another aspect of retaining.

Ethics Of Public Relations

Credibility is vital in public relations; information must be both believable and true. As Lee Jaffe, the first female PR Gold Anvil winner, said: “Never, never, do anything or say anything that you are unwilling to see in print.” Honesty is the best policy because it builds trust. Dishonesty leads to lack of trust and cynicism and is an exercise in coercion, forcing someone to act differently than they would with the truth. Lying is resented, likely to be discovered, and often requires more lies to cover it up. Ethics are founded on moral principles. Judgments about an organization’s standing are based on three areas: 1. Ethics, 2. Social Responsibility, and 3. Financial Responsibility.

For the individual practitioner, ethics is a personal choice, but it is closely connected to organizational responsibility. PR professionals must observe the highest standards, deal fairly and honestly, respect the truth, honor confidences, and never misuse information for personal gain.

🔑 Definition — Ethics: Moral principles that govern a person's behavior or the conducting of an activity. In PR, it is the foundation for credibility and trust.

To Sum Up --- 6 PR Management Golden Principles.

These are the six golden principles for managing public relations:

1. Tell the truth. Let the public know what is happening and provide an accurate picture of the company's character and practices.
2. Prove it with action. Public perception is determined 90% by doing and 10% by talking.
3. Listen to the customer. Determine their needs and wants.
4. Manage for tomorrow. Anticipate public reaction and eliminate practices that create difficulties. Create goodwill.
5. Conduct public relations as if the whole company depended on it. Corporate relations is a management function; the practitioner is a policy maker, not just a publicist.
6. Remain calm, patient, and good-humored. Lay the groundwork for public relations miracles with consistent, calm, and reasoned attention to information and contacts, so you are prepared for a crisis.

⭐ Key Takeaways

The most critical concepts from this lecture are the three methods of influence (power, patronage, persuasion) and the six-phase process of public response (Awareness, Information, Evaluation, Trial, Adoption, Reinforcement). The absolute foundation of PR is ethics and honesty, as credibility is the single most important asset. A student must also memorize the six golden PR management principles: tell the truth, prove it with action, listen to the customer, manage for tomorrow, treat PR as a company-wide management function, and remain calm and prepared. Ultimately, a PR professional's conduct must always respect the truth, honor confidences, and avoid any action that could not be defended in public.

🧠 Quick Revision Questions

1. What are the three ways to get people to do what you want, as outlined in the lecture?
2. List the six phases of public response to persuasive information, in order.
3. According to the lecture, why is honesty the best policy in public relations?
4. What are the three areas upon which judgments about an organization’s standing are based?
5. What does the second golden principle, "Prove it with action," state about the ratio of doing to talking in determining public perception?

📘 Lecture 28 — Choice of Media for PR Campaign

📖 Overview: This lecture explains how public relations professionals select appropriate media for campaigns by understanding each medium's unique advantages and disadvantages. It covers major communication channels from television to advertising specialists, providing practical rules for effective publicity and direct mail strategies.

🗂️ Topics Covered

The lecture systematically examines ten different communication channels and media types used in PR campaigns—television, radio, newspapers, magazines, direct mail, pamphlets and booklets, transit posters, point of purchase displays, and advertising specialists. It also outlines six rules for publicity through mass media and seven cardinal rules for effective direct mail campaigns.

📝 Lecture Summary

Communication Channels & Media Television

Television has become a very important media with round-the-clock coverage and constant presence on every occasion. It combines sight, sound, and motion for high-impact messaging.

🔑 Definition — Television as PR media: A broadcast medium that combines visual and audio elements to reach huge audiences with immediate, believable messages.

📐 Key Characteristics: Combines sight, sound & motion → enables physical demonstration and creates high believability due to message immediacy.

Advantages:

1. Combines sight, sound & motion attributes
2. Permits physical demonstration
3. Believability due to immediacy of message
4. High impact of message
5. Huge Audiences
6. Good product identification
7. Popular medium

Disadvantages:

1. Message limited by restricted time segments
2. No possibility of referral to message
3. Availabilities sometimes difficult to arrange
4. High time costs
5. Waste coverage
6. High production cost
7. Poor color transmission

Communication Channels & Media Radio

Although radio had lost its charm as an effective media, it has bounced back with increasing distances between residence and workplace. The in-car radio and popular programming have reinvented its importance.

Advantages:

1. Selectivity of geographical markets
2. Good saturation of local markets
3. Ease of changing advertising copy
4. Relatively low cost

Disadvantages:

1. Message limited by restricted time segments
2. No possibility for consumer referral to message
3. No visual appeal
4. Waste coverage

Communication Channels & Media Newspapers

Newspapers remain in extensive use as effective media since their emergence.

Advantages:

1. Selectivity of geographical markets
2. Ease of changing advertising copy
3. Reaches all income groups
4. Ease of scheduling advertisements
5. Relatively low cost
6. Good medium for manufacturer/dealer advertisements

Disadvantages:

1. High cost for national coverage
2. Shortness of message life
3. Waste circulation
4. Differences of sizes & formats
5. Rate differential between local/national advertisements
6. Sometimes poor color reproduction

Communication Channels & Media Magazines

Magazines are useful media as typical subject magazines can serve media campaign purposes.

Advantages:

1. Selectivity of audience
2. Reaches more affluent consumers
3. Offers prestige to an advertiser
4. Pass along readership
5. Good color reproduction

Disadvantages:

1. Often duplicate circulation
2. Usually cannot dominate in a local market
3. Long closing dates
4. No immediacy of message
5. Sometimes high production cost

Communication Channels & Media Direct Mail

Direct mail is very commonly used as an inexpensive and easy method of conveying the message to the desired public.

Advantages:

1. Extremely selective
2. Message can be very personalized
3. Little competition with other advertisements
4. Easy to measure effect of advertisements
5. Provides easy means for consumer action

Disadvantages:

1. Often has poor image
2. Can be quite expensive
3. Many restrictive postal regulations
4. Problems in maintaining mailing lists

Communication Channels & Media Pamphlets & Booklets

Pamphlets help greatly in communicating detailed messages at point of sales and as enclosures with direct mail.

Advantages:

1. Offer detailed message at point of sale
2. Supplement a personal sales presentation
3. Offer to potential buyers a good referral means
4. Good color reproduction

Disadvantages:

1. Dealers often fail to use
2. May have a relatively high unit cost
3. Few creative specialists
4. Effectiveness difficult to measure

Communication Channels & Media Transit Posters

Transit posters are an effective media channel for captive audiences.

Advantages:

1. Selectivity of geographical markets
2. Captive audience
3. Very low cost
4. Good color reproduction
5. High repetitive value

Disadvantages:

1. Cannot be employed in all areas
2. Waste circulation
3. Surroundings may be disreputable
4. Few creative specialists

Communication Channels & Media Point of Purchase Displays

Point of purchase displays present messages at the exact location where buying decisions are made.

Advantages:

1. Presents message at point of sale
2. Great flexibility for creativity
3. Ability to demonstrate product in use
4. Good color reproduction
5. Repetitive value

Disadvantages:

1. Dealer apathy in installation
2. Long production period
3. High unit cost
4. Shipping problems
5. Space problem

Communication Channels & Media Advertising Specialists

Advertising specialists can be useful media channels with unique gift-like qualities.

Advantages:

1. Unique presentation
2. High repetitive value
3. Has a "gift" quality
4. Relatively long life

Disadvantages:

1. Subject to fads
2. Message must be short
3. May have relatively high unit cost
4. Effectiveness difficult to measure

Publicity Through Mass Media Follow 6 Rules

Rule 1: Make sure information you offer is appropriate to the medium in content & style, and that it is timely.

Rule 2: Check all facts carefully for accuracy & double check for missing information.

Rule 3: To deal with any questions, depute a person.

Rule 4: Include captions on photographs with felt pen.

Rule 5: Never call to find why a story was not published or when will it appears.

Rule 6: Do not send out a note asking for clippings as newspapers do not run clippings.

Cardinal Rules For Direct Mail — 7 Rules Governing Direct Mail

Rule 1: Concentrate on objective of mailing.

Rule 2: Use correct mailing list.

Rule 3: Write copy what the product or service does for the recipient.

Rule 4: Design the layout & format to fit the image of the product or service you are presenting.

Rule 5: Make it easy for the prospect to take the action you want.

Rule 6: Tell the story at least THREE times & repeat mailings 2 or 3 times.

Rule 7: Research all direct mail by testing the offer, package & list for attractiveness & make alternative offers.

⭐ Key Takeaways

For exam success, remember that each media channel has distinct trade-offs: television offers high impact but high cost and limited referral, while radio provides low-cost local saturation but no visual appeal. Newspapers reach all income groups at low local cost but have short message life, while magazines offer affluent audience selectivity and prestige but lack immediacy. Direct mail is extremely selective and measurable but can be expensive with poor image, and point-of-purchase displays present messages at the buying moment but face dealer apathy. Master the two rule sets: six rules for mass media publicity (especially timing, accuracy, and never asking about publication) and seven cardinal rules for direct mail (especially telling the story three times and testing offers).

🧠 Quick Revision Questions

1. What are the three main disadvantages shared by both television and radio as PR media?
2. Which media channel offers "pass along readership" and "good color reproduction" as advantages?
3. According to the six rules for publicity through mass media, what should you never call to ask about?
4. In the cardinal rules for direct mail, how many times should you tell the story, and how many times should you repeat mailings?
5. Which media channel has "dealer apathy in installation" as a disadvantage, and what unique advantage does it offer at the point of sale?

📘 Lecture 29 — PR Techniques

📖 Overview: This lecture examines the specific tactics and techniques public relations professionals employ to execute PR strategies effectively. It covers the production timeline for annual reports, preparation for meetings and speeches, and the organizational responsibilities and methodology required for successful PR implementation.

🗂️ Topics Covered

The lecture details the production timetable for annual reports across 18 weeks, from analysis through delivery. It also provides a comprehensive 16-point checklist for preparing meetings or speeches, covering advance preparation, technical setup, guest management, and equipment compatibility. The lecture emphasizes the practical, operational aspects of PR execution.

📝 Lecture Summary

PR TECHNIQUES

This section introduces the core focus of the lecture: different tactics and techniques used by public relations professionals to make PR strategy work effectively. The lecture covers preparation of annual reports, its different stages, and managing meetings or speeches. It identifies organizational responsibilities and methodology for PR professionals to be in action.

Production Time Table Of Annual Reports.

This section presents a detailed week-by-week production schedule for creating an annual report, spanning 18 weeks total.

Week 1: Start analysis of previous books, develop goals, themes, contact department heads for ideas copy, circulate timetable with delivery date.

Week 2: Begin rough design exploration. Begin copy outline.

Week 3, 4: Continue with design and copy outline.

Week 5: First design review & copy outline.

Week 6: Start photography. Develop copy & comprehensive design.

Week 7, 8: Continue developing copy & comprehensive design.

Week 9: Begin production & time estimating.

Week 10: Final review of comprehensive design with photos. Review Copy.

Week 11: Start retouching. Develop charts, illustrations, typesetting if needed & possible.

Week 12, 13: Typesetting & mechanicals.

Week 14: Copy to printer, check proof.

Week 15, 17: Printing & binding.

Week 18: DELIVERY

💡 Why this matters: This structured timeline ensures the annual report is completed systematically with sufficient time for design, review, production, and distribution without last-minute errors.

How To Prepare For Meeting Or Speech

This section provides a 16-point preparation checklist for meetings or speeches:

1. Prepare in advance – A day or at least 2 hours before.
2. Ensure that no disturbance occurs from adjoining areas.
3. Check out the sound system.
4. Find access to lighting controls.
5. Check access to electrical outlets.
6. Have spare heavy duty extension cables ready.
7. Have proper number of chairs & tables on hand & place them correctly.
8. Make arrangements for water & sufficient glasses, cups for tea or coffee.
9. Locate a telephone besides a cell phone.
10. Make out name tags & have additional blank tags in hand.
11. Set up a table for guest information.
12. Maintain a list of guests.
13. Have attendants to help guests.
14. Prepare a program of activities for the speaker & for guests too.
15. Have information kits ready for guests & Press.
16. Be sure all computer components are compatible.

💡 Why this matters: This checklist ensures all logistical, technical, and hospitality aspects are covered, preventing common disruptions and creating a professional environment for presentations.

⭐ Key Takeaways

Students must remember the complete 18-week annual report production timetable, particularly the critical milestones in weeks 1 (analysis and goal-setting), 10 (final design review), 14 (copy to printer), and 18 (delivery). The 16-point meeting preparation checklist is essential for exam purposes, covering advance preparation (point 1), technical setup (points 2-6), hospitality (points 7-10), guest management (points 11-14), and compatibility checks (point 16). The lecture emphasizes that PR tactics and techniques are the operational tools that transform strategy into successful execution.

🧠 Quick Revision Questions

1. What are the first three tasks that must be completed during Week 1 of the annual report production timetable?
2. During which weeks does typesetting and mechanicals occur in the annual report production schedule?
3. How many weeks total are allocated for the complete annual report production process, from analysis to delivery?
4. List five specific technical elements that must be checked when preparing for a meeting or speech.
5. What hospitality arrangements must be made for guests according to the meeting preparation checklist?

📘 Lecture 30 — Designing PR Campaigns

📖 Overview: This lecture focuses on the practical application of public relations through campaign design and rumor management. It explains the objectives, types, and characteristics of successful PR campaigns, presents a four-stage campaign model, and provides detailed strategies for analyzing, countering, and recovering from rumors that threaten organizational reputation.

🗂️ Topics Covered

The lecture covers PR campaigns including their three core objectives, six types, and five characteristics of success. It then presents a campaign model with four stages: definitive mission statement, corporate culture, positive public relationships, and reputation. The second half addresses rumor management, detailing steps for analyzing and countering rumors, and methods for recovery and evaluation after a crisis.

📝 Lecture Summary

Campaigns

PR campaigns have three objectives: to address an issue, to solve a problem, and to improve a situation. Their purpose is to accomplish these by changing a behavior, modifying a law or opinion, or retaining a desirable behavior, law, or opinion.

There are 6 types of campaigns: (1) simple awareness, (2) offer information along with awareness, (3) public education campaign, (4) reinforce the attitudes and behaviors of those who agree, (5) change or attempt to change attitudes and behaviors of those who do not agree, and (6) carry out behavior modification campaigns.

Characteristics of successful campaigns include: (1) assessment of needs, goals, and capabilities of priority publics, (2) systematic campaign planning and production, (3) continuous monitoring and evaluation, (4) consideration of the complementary role of media, and (5) selection of appropriate media.

Campaign Model

The campaign model has four stages:

1. Definitive Mission Statement (Values): This is the distilled essence of an organization’s reason for being. It implies its positioning, goals, and policies.

2. Corporate Culture (Shared Values): Demonstrated by role models, reinforced by rituals and stories, and the source of teamwork, morale, and productivity.

3. Positive Public Relationships (Expressed Values): This is more than marketing or communication; it is the source of loyalty, credibility, and trust.

Over a period, this creates...

4. Reputation (Understood Values): This generates a latent readiness to like, accept, trust, and believe. It is a self-powering force that lies at the core of all human interface, reflecting the honor and integrity of its maker.

💡 Why this matters: The model shows that reputation is not built overnight but is the cumulative result of clear values, shared culture, and positive relationships, making it a strategic asset.

How PR Helps To Deal With Rumors

To deal with rumors effectively, PR professionals should follow these steps:

• Analyze the scope and seriousness of the nature and impact of the rumor before planning and engaging in any active correction.
• Analyze the specific causes, motives, sources, and dissemination of the rumors.
• Confer with persons affected by or being damaged by rumors. Level with them, assure them of your concern, and collect authentic information regarding the matter.
• Immediately (and massively, if it appears advisable) supply complete and authentic information regarding the matter.
• Feed the rumors yourself with counter rumors placed by trusted colleagues and confidants.
• Call key status and informal leaders, opinion molders, and other influential people together to discuss and clarify the situation and to solicit their support and assistance.
• Avoid referring to the rumor in disseminating truth. You should not try to reinforce the rumor itself, unless it already is in wide circulation.
• Conduct meetings with the staff and others at the grassroot level to dispel rumors, if necessary.

How To Recover & Evaluate

After a rumor crisis, recovery and evaluation involve:

• Determine the causes of the crisis (rumors).
• It is imperative to undercut rumors and speculations that may have been rampant.
• Decide which strategies and policies can be developed that will prevent similar or related crises.
• Ask whether the crisis plan itself worked and whether changes should be made in it (fine-tuning).
• Evaluate the performance of all personnel in the crisis situation.

⭐ Key Takeaways

PR campaigns have three objectives (address an issue, solve a problem, improve a situation) and six types from simple awareness to behavior modification. Successful campaigns rest on five characteristics, including needs assessment, systematic planning, and media selection. The four-stage campaign model—mission, culture, relationships, reputation—shows that reputation is the long-term outcome of consistently expressed values. For rumor management, PR must first analyze scope and causes, then supply authentic information, use counter-rumors and influencers, and avoid reinforcing the rumor itself. Recovery requires evaluating causes, undercutting speculation, refining crisis plans, and assessing personnel performance.

🧠 Quick Revision Questions

1. What are the three core objectives of a PR campaign?
2. Name the six types of PR campaigns listed in this lecture.
3. What are the four stages of the campaign model, and what does each stage represent?
4. List at least four actions PR professionals should take to deal with a rumor effectively.
5. What are the five steps recommended for recovering and evaluating after a rumor-based crisis?

📘 Lecture 31 — Public Opinion

📖 Overview: This lecture delves into the concept of public opinion and its critical role in Public Relations. It explains how to identify, describe, and prioritize different types of publics. The lecture also provides strategies for handling public opinion and outlines the fundamental laws that govern it, equipping students with practical tools for influencing and understanding public sentiment.

🗂️ Topics Covered

This lecture covers the identification and description of various modern PR publics, including media, employee, and consumer publics. It introduces the Public Vulnerability Importance (PVI) Index for determining priority publics and describes three ways to characterize them: nominatively, demographically, and psychographically. The lecture also details six global value segments of the public, outlines a five-step process for tackling issues related to public opinion, and provides tips for influencing attitude and behavioral change. Finally, it presents Hadley Cantril’s "Laws" of Public Opinion.

📝 Lecture Summary

PR Publics & Public Opinion

This section introduces the various types of publics a PR professional must consider. These are categorized as Modern Day Publics, which include Media, Employee, Member, Community, Government, Investor, Consumer, International, and Special Publics. Understanding these categories is the first step in analyzing public opinion.

Identifying Priority Publics

A key skill is determining which publics are most important. The Public Vulnerability Importance (PVI) Index is a method for doing this. It uses a simple formula to calculate the importance of a public by combining an organization's potential to influence that public (‘P’) with the public’s vulnerability to being affected by the organization (‘V’).

📐 Formula: P + V = I (Potential + Vulnerability = Importance)

• P: Potential for organization to influence the audience or public (Scale 1~10)
• V: Vulnerability of organizations to being affected by the public (Scale 1~10) The higher the resulting ‘I’ (Importance) score, the higher the priority of that public.

3 Ways To Describe Priority Publics

Once a priority public is identified, it can be described in three distinct ways:

1. Nominatively: Simply giving the public a name, such as “stockholders.”
2. Demographically: Describing the public by its statistical characteristics, such as age, gender, income, and education.
3. Psychographically: Examining the public’s defining emotional and behavioral characteristics, such as values, attitudes, and lifestyles.

6 Segments of Public (As per Global Values)

This section details six psychographic segments of the public based on global values:

• Altruists: Slightly older, more women than men.
• Strivers: More male, medium age.
• Fun seekers: More men than women, younger.
• Creative: Even split between men and women.
• Devout: Older, more women than men, anchored in religion, faith, and tradition.
• Intimates: Slightly more women than men, younger, focused on personal relationships.

Tackling Issues In Relation To Public Opinion

This is a five-step process for handling issues that affect public opinion:

1. Sensing the problem: Conducting research to identify the issue.
2. Defining the problem: Using judgment and priority setting to clarify the issue.
3. Deriving solutions: Selecting the appropriate policy and strategy.
4. Implementing them: Putting the chosen solutions into action.
5. Evaluating outcomes: Measuring the results of the implemented solutions.

Tips On Influencing Publics

This section, attributed to S. Plous (University of Illinois), provides separate strategies for two different goals:

If Goal Is Attitude Change:

• Do not use graphic images unless they are accompanied by specific actions people can execute.
• Go to the public instead of asking them to come to you.
• Do not assume that attitude change is essential for behavioral change.
• Use moral arguments as adjuncts rather than main arguments.
• Do not offend the people you seek to change.

If Goal Is Behavioral Change:

• Focus on changing behavior, not just attitudes, as attitudes may follow behavioral changes.

“Laws” Of Public Opinion – (Hadley Cantril)

This section presents a set of principles, or "laws," that describe how public opinion functions:

• Opinion is highly sensitive to important events.
• Opinion is generally determined more by events than by words.
• Verbal statements have maximum importance when opinion is unstructured, and people seek interpretation.
• By and large public opinion does not anticipate emergencies – it only reacts to them.
• Opinion is basically determined by self–interest.
• Once self interest is involved, opinion is not easily changed.
• Public opinion, like an individual, is colored by desire.
• Opinion does not remain aroused for any long period unless it is sustained by events.
• Events of unusual magnitude are likely to swing public opinion temporarily from one extreme to another.
• The important psychological dimensions of opinion are direction, intensity, breadth, and depth.

⭐ Key Takeaways

The most critical concepts from this lecture are the definition of different public types and the systematic method for prioritizing them using the PVI Index (Potential + Vulnerability = Importance). Understanding the three ways to describe publics (nominative, demographic, psychographic) and the six global value segments is essential for targeted communication. The five-step process for tackling issues (sensing to evaluating) provides a practical framework for public opinion management. Finally, Hadley Cantril’s laws offer enduring principles about opinion's sensitivity to events, its basis in self-interest, and its psychological dimensions (direction, intensity, breadth, depth), which are foundational for any PR strategy.

🧠 Quick Revision Questions

1. What does the acronym PVI stand for in the context of identifying priority publics, and what is its formula?
2. List the three ways to describe priority publics as taught in this lecture.
3. According to the tips on influencing publics, what should you do if your goal is attitude change, especially regarding where you interact with the public?
4. Name at least three of the six global value segments of the public.
5. What are the four important psychological dimensions of public opinion according to Hadley Cantril’s laws?

📘 Lecture 32 — PUBLIC RELATIONS AND RESEARCH

📖 Overview: This lecture explains why research is essential for effective public relations strategy. It covers two main research methods, the questions research can answer, and how to plan and use research to formulate strategy, gauge success, and evaluate a program’s impact. Understanding research is fundamental to managing and proving the value of PR efforts.

🗂️ Topics Covered

The lecture defines research through expert quotes, presents primary and secondary research methods, lists key questions research must answer, and describes what research does for PR. It identifies scholarly and commercial research sources, outlines six ways to use research, details the planning phase, and concludes with how to use research for final evaluation, including measuring impact in three areas: financial responsibility, ethics, and social responsibility.

📝 Lecture Summary

Overview

Public relations strategy can be more effective and successful if it is backed up by research for collecting and remaining abreast with happenings and events. This lecture covers methods to conduct research and various desired objectives, advantages, and procedures to evaluate the benefits and results of such research.

PR & Research

What is research is an important question. Two eminent management and public relations experts defined research as:

• “Research is the one important source of Ideas for public relations practice.” — Edward J. Robinson
• “We can’t manage what we don’t measure.” — David R. Drobis
• “No Public Relations strategy can succeed without background and knowledge of a Situation.” — M. Tariq Bucha

2 Methods

Following are two main universally accepted methods of conducting research:

• Primary: Collecting raw data that has not been compiled before.
• Secondary: Reading or consulting available material that someone else has compiled before.

What Questions Need Answers

While conducting research there are certain important questions which need to be addressed and answered:

• Who are our publics?
• What is our action / message?
• What channels of communication reach our publics?
• What should we do to keep in touch?
• How will this activity be understood by our publics?
• What will our publics say or do as a result of our efforts?
• What is their feeling about us?

What Does Research Do?

One important question is regarding the objectives achieved by research. Following are few important support factors resulting from research:

• It supports audience.
• It supports media & trend analysis.
• It does message testing.
• It does issue monitoring, forecasting & evaluating.
• It often provides essential data for effectively presenting information.

Research Sources

Following are two important and significant sources of research:

• Scholarly: Academic institutions and faculty do scholarly research, sometimes with funding from the government, foundations, or from professional associations.
• Commercial: This is done by research firms, advertising and Public relations firms / agencies, and other marketing related companies.

🔑 Definition — Primary Research: collecting raw data that has not been compiled before. 🔑 Definition — Secondary Research: reading or consulting available material that someone else has compiled before. 🔑 Definition — Scholarly Research: research done by academic institutions and faculty, sometimes funded by government or foundations. 🔑 Definition — Commercial Research: research done by firms, agencies, and marketing companies.

How To Use Research?

It is imperative to determine what the possible ways to use research with advantage are. Basically 6 ways:

• To formulate strategy.
• To gauge success.
• To test messages.
• To size up competition.
• To get publicity.
• To sway opinion.

💡 Why this matters: These six uses show that research is not just for gathering facts — it is a strategic tool that shapes the entire PR campaign, from planning to execution to influencing public perception.

Planning Phase Of Research

In order to get positive results from research it is essential to plan it properly as below:

• Issue forecasting.
• Learning about publics.
• Prioritize publics by Issues.
• Interpreting behavior of publics.
• Planning media use.
• Considering Possible Outcomes.

Using Research For Final Evaluation

For final evaluation research can provide major help and support:

• Complete the goal results, and interpret their significance to the specific objectives set, to the organization’s overall objectives & mission.
• Evaluate the impact of actions taken on your publics to see what their attitudes are now.
• Determine how the organization’s overall objective and mission have been affected.

Measure The Program’s Impact In 3 Areas

• Financial Responsibility -- going beyond market share to public’s perception of how an organization gets & spends its money.
• Ethics --- the perception by publics of an organization’s standards of behavior, a moral judgment of the consequences of what it says and does.
• Social Responsibility - public’s perception of whether an organization is a good citizen, e.g. whether it contributes to social, political & economic health of global society.

🔑 Definition — Financial Responsibility: public’s perception of how an organization gets and spends its money, going beyond market share. 🔑 Definition — Ethics: the perception by publics of an organization’s standards of behavior, a moral judgment of consequences. 🔑 Definition — Social Responsibility: public’s perception of whether an organization is a good citizen, contributing to social, political, and economic health.

⭐ Key Takeaways

Research is the backbone of effective public relations: it provides essential background knowledge, supports strategy formulation, and allows for measuring success. The two main methods are primary (original data) and secondary (existing data), sourced from scholarly or commercial channels. Research can be used in six strategic ways, including testing messages and swaying opinion. Final evaluation of a PR program must assess impact in three critical areas: financial responsibility, ethics, and social responsibility, which go beyond simple metrics to gauge public perception. Without research, a PR practitioner cannot manage what they do not measure.

🧠 Quick Revision Questions

1. What are the two main methods of conducting research in public relations?
2. List three of the six ways research can be used in PR.
3. What is the difference between scholarly and commercial research sources?
4. Name the three areas in which a PR program’s impact must be measured for final evaluation.
5. According to the lecture, why is research considered essential for PR strategy?

📘 Lecture 33 — PR AND RESEARCH

📖 Overview: This lecture delves deeper into the role of research in public relations planning and strategy. It explains the two main classifications of research methods—formal and informal—and provides practical guidance on how to prepare effective questionnaires for surveys. Understanding these research approaches is essential for PR professionals to conceive and devise practical, result-oriented strategies.

🗂️ Topics Covered

The lecture covers the two main and practically accepted methods of research: formal research, which includes qualitative and quantitative types that can be conducted in a laboratory or field; and informal research, which is conducted without generally agreed-upon rules and includes unobtrusive measures, journalistic research, opinion and communication audits, and publicity analysis. It also provides a checklist for preparing questionnaires for surveys.

📝 Lecture Summary

Basically 2 Classifications

There are two main and practical accepted methods of research: Formal and Informal.

Formal research has two types—qualitative and quantitative—and can be conducted in a laboratory or in the field. It follows a systematic process:

• State the problem.
• Select a manageable (and measurable) portion of the problem.
• Establish definitions to be used in the measurement.
• Conduct a search in published literature for studies similar in subject or research approach.
• Develop a hypothesis.
• Design experiments.
• Obtain the data.
• Analyze the data.
• Interpret the data to make inferences and generalizations.
• Communicate the results.

💡 Why this matters: Formal research provides reliable, measurable data that can be used for prediction and generalization, making it essential for evidence-based PR planning.

Informal research is conducted without generally agreed-upon rules and procedures. Its results can be used for description but not for prediction. Key types include:

• Unobtrusive Measures: These permit researchers to study someone or something without interfering with or interrupting what is going on.
• Journalistic Research: Journalists are trained to gather information from primary sources (mainly interviews) and secondary sources (public records, media files, libraries).
• Opinion & Communication Audits: Audits can be Social, Economic, or Political. Generally, researchers concentrate on observational data. Communication pundits attempt to evaluate various publics' responses to an organization’s communication efforts.
• Publicity Analysis: Clippings from print media and transcripts from broadcast publicity can be used to determine the quantity and quality of coverage.

Questionnaires For Survey

When preparing a questionnaire, the PR professional must check the following:

• Are the words understandable?
• Do they contain abbreviations, jargons, or unconventional phrases?
• Are questions technically correct?
• Are they too vague?
• Are they biased?
• Are questions offensive?
• Do they require too much effort to answer?

🔑 Definition — Hypothesis: a proposed explanation or prediction that can be tested through research. 💡 Why this matters: A clear hypothesis guides the research process, helping PR professionals focus their data collection and analysis on specific, measurable outcomes.

⭐ Key Takeaways

The most critical points from this lecture are the clear distinction between formal and informal research methods. Formal research follows a structured, scientific process and yields results suitable for prediction, whereas informal research lacks strict procedures and is only suitable for description. Practical informal methods include unobtrusive measures, journalistic research, audits, and publicity analysis. When creating survey questionnaires, PR professionals must ensure questions are clear, unbiased, technically correct, and not overly demanding for respondents.

🧠 Quick Revision Questions

1. What are the two main classifications of research methods in public relations?
2. List five steps in the formal research process.
3. Why can the results of informal research only be used for description and not for prediction?
4. Name two types of sources used in journalistic research.
5. What are the seven key questions a PR professional should ask when preparing a questionnaire?

📘 Lecture 34 — PROBLEMS SOLVING STRATEGIES

📖 Overview: This lecture teaches public relations professionals how to develop systematic problem-solving strategies. It explains the management of PR work, provides a step-by-step formula for addressing problems, and discusses potential barriers that can hinder the process. Understanding these strategies is essential for effectively handling organizational crises and PR challenges.

🗂️ Topics Covered

The lecture covers how the management of PR works within an organization, including the PR department's role in developing problem-solving strategies for the entire organization and coordinating its work with organizational goals. It presents the basic formula for problem-solving, including assembling facts, identifying publics, setting objectives, and planning evaluation methods. The lecture also details procedures for handling problems internally and identifies intervening situations or barriers that can arise during the problem-solving process.

📝 Lecture Summary

How Does The Management Of PR Work?

There are two major ways the management of PR works. First, the PR department plays a role as part of the management team to develop problem-solving strategies for the entire organization. Second, the PR department makes its own efforts to integrate and coordinate its work with that of the organization.

Problems Solving Strategies

To evolve problem-solving strategies, you must determine a procedure to handle them. The main question is: Where do you start? You must assemble readily available facts, determine which publics are affected or involved, and decide if additional research is needed to define problems and evaluate their scope.

The next question is: Where do you go from here? You must formulate a hypothesis, assemble facts to test the hypothesis, and revise if the hypothesis is disproved. Two key models are referenced for this planning process: John Marston's formula (Research, Action, Communication, Evaluation — RACE) and Jerry Hendrix's formula (Research, Objectives, Programming, Evaluation, — ROPE).

Key elements to consider in this planning include: a) What is the objective of the PR effort? What specifically do you want to accomplish? You must be able to state this in concrete terms. b) What image of the company do you want to project? c) What publics are targets and why?

Who Are Other Audiences Whose Opinions Matter?

You must consider several questions about your audiences. What message do you have for each public? What media can you use to carry these messages? What response do you want from each audience? What budget can you use for this — the regular allocated budget or a special fund? What is the best timing for action? You must also review problems or obstacles that might arise and make contingency plans for these. Finally, build in monitoring devices to know how you are doing.

💡 Why this matters: Identifying every audience and planning for each one separately ensures that your message is targeted and effective, preventing miscommunication or backlash.

Once It Is All Over

It is important to find out how to know what happened. You must plan for evaluation and evaluate all aspects of the campaign. This includes evaluating impact (informational, attitudinal, and behavioral) and output (media efforts and results). Finally, you must communicate the results.

In Brief!

To summarize the problem-solving process, you should find the central core of difficulty, check your total list of publics involved in the problem, and determine the problem's status in terms of potential harm to the organization. List the related difficulties to be considered, explore the alternatives, and list the desired objectives. You must see how the solution fits into the long-range plans which are shaped by what you see as the Mission. Consider what the immediate plans are and how these fit with long-range plans. Short-term solutions that do not fit with long-range objectives and are not consonant with the "mission statement" are wrong. Don't do them — start over.

Procedure For Handling Problem Internally

For handling a problem internally, you must detail the plan and submit it to the policy executive for approval. It is crucial to get approval in writing. You must keep all people directly involved informed on a continuing basis throughout the move toward solving the public relations problem.

Intervening Situations. Some Barriers.

Despite all best intentions and efforts, there can still be certain situations that could prove a hindrance. These barriers include: information you don't know, effects of the way you look at the problem, limitations faced by you (restrictions on the choices the situation offers), your personal limitations (or management's), and problems associated with upsetting the equilibrium of the organization or of others.

⭐ Key Takeaways

The most critical things to remember are the step-by-step problem-solving process: start by assembling facts and identifying affected publics, then formulate and test a hypothesis. You must clearly define concrete objectives, target specific publics with tailored messages, and plan for evaluation of both impact (informational, attitudinal, behavioral) and output (media efforts). Always consider potential barriers such as unknown information, personal limitations, and organizational equilibrium. Remember that short-term solutions must align with long-range objectives and the organization's mission statement, or else they should be discarded. Finally, always get written approval from policy executives and maintain continuous communication with all involved parties.

🧠 Quick Revision Questions

1. What are the two major ways that the management of PR works within an organization?
2. According to the lecture, what is the first step you must take when starting to develop a problem-solving strategy?
3. What are the three aspects of impact that should be evaluated after a PR campaign?
4. What should you do if a short-term solution does not fit with the organization's long-range objectives and mission statement?
5. Name at least three types of intervening situations or barriers that can hinder the problem-solving process.

📘 Lecture 35 — Persuasion & Communication Theories

📖 Overview: This lecture redefines public relations by emphasizing persuasion over mere mutual understanding, exploring how public opinion is shaped through strategic communication. It examines the fundamental communication model, persuasive strategies based on three core elements (media, message, source), and key propaganda devices alongside established persuasion principles and theories.

🗂️ Topics Covered

The lecture begins by revising the definition of public relations to include persuasion, then outlines the basic communication model with sender, encoding, message, medium, decoding, feedback, and behavioral aspects. It details persuasive strategies organized around media orientation, message orientation, and source orientation. Common propaganda and persuasion appeals are listed, followed by five important persuasive elements from Robert Cialdini and four principles of persuasion based on personal identification from Earl Newman.

📝 Lecture Summary

Overview

The word "mutual understanding" in public relations is rethought and defined as persuasion for better understanding. Public opinion is the collective opinion of groups of people; it is certain to change, and those who hold an opinion were somehow persuaded to think as they do.

🔑 Definition — Persuasion: The act of convincing someone to adopt a particular belief or course of action; in PR, it is considered more accurate than "mutual understanding" as a goal.

Communication Model

The basic communication process involves a sender who engages in encoding (forming a message), which travels through a medium (channel) to a receiver who performs decoding (interpreting the message). This process generates feedback and influences behavior.

📐 Formula: Sender → Encoding → Message → Medium → Decoding → Receiver [with Feedback and Behavioral loops]

📌 Example: An organization (sender) creates a press release (encoding/message) and sends it via television (medium). The target public watches and interprets it (decoding), which may change their purchasing behavior (behavior) and prompt questions back to the organization (feedback).

Persuasive Strategies Based on 3 Elements

Media Orientation Choice of medium is critical; it must be believable. For example, television is highly credible with mass penetration. The key questions are: Whom to tell? How to tell? What media to communicate through?

Message Orientation

1. The message must be evaluated.
2. To be effective, persuasive appeals must combine the rational and the emotional.
3. A message must present something of value to the target public.
4. It must be compatible with that public's motives.

Source Orientation

1. The source of information has a big effect on persuasion.
2. People tend to believe sources that are like them, like they want to be, or like they perceive themselves to be.
3. Research suggests that source credentials may not matter as much as a message's plausibility and quality.

💡 Why this matters: Understanding these three orientations helps PR practitioners design campaigns that choose the right channel, craft compelling content, and select credible spokespeople.

Propaganda & Persuasion Appeals (Misleading Devices)

1. Name Calling — Using positive or negative labels.
2. Glittering Generalities — Associating with vague, positive concepts (e.g., "throngs of greeters," "enthusiastic crowds").
3. Transfer — Transferring a famous person's aura to less known persons.
4. Testimonial — Actual endorsement (not transfer).
5. Card Stacking — Telling only one side of the story.
6. Emotional Stereotypes — Designing images around categories like "good Pakistani," "housewife," "foreigner."
7. Illicit Silence — Holding information that would correct a false impression.

🔑 Definition — Illicit Silence: Withholding information that would correct a false impression; a deceptive propaganda technique.

Persuasion & Communication Theories (Robert Cialdini)

5 important elements:

1. Consistency — People like to be consistent with their past commitments.
2. Reciprocity — People feel obliged to give back what they receive.
3. Social Validation — People follow the actions of others.
4. Authority — People defer to experts or figures of authority.
5. Scarcity — People want what is limited or hard to get.

4 Principles of Persuasion (Earl Newman)

Built on the concept of personal identification with an idea or a problem:

1. Identification — The audience must identify with the idea.
2. Suggestion of Action — A clear call to action must be suggested.
3. Familiarity & Trust — The audience must feel familiar with and trust the source.
4. Clarity — The message must be clear and unambiguous.

⭐ Key Takeaways

The lecture fundamentally redefines PR's goal from "mutual understanding" to "persuasion," emphasizing that all public opinion is shaped through deliberate persuasive efforts. The communication model (sender-encoding-message-medium-decoding-receiver-feedback-behavior) provides the structural framework, while persuasive strategies must simultaneously address media choice (believability), message construction (rational+emotional appeal, value, compatibility), and source credibility (plausibility over credentials). Students must recognize seven misleading propaganda devices (name calling through illicit silence) as tactics to avoid, and instead apply Cialdini's five elements (consistency, reciprocity, social validation, authority, scarcity) and Newman's four principles (identification, suggestion of action, familiarity & trust, clarity) as ethical persuasive tools.

🧠 Quick Revision Questions

1. Why does the lecture suggest replacing "mutual understanding" with "persuasion" in the definition of public relations?
2. List the five elements of Robert Cialdini's persuasion theory and explain how "social validation" works.
3. What is "illicit silence" and why is it considered a misleading propaganda device?
4. According to the communication model, what is the role of "feedback" in the persuasion process?
5. Identify and explain the three orientations (media, message, source) that form the basis of persuasive strategies.

📘 Lecture 36 — Communication Concepts & Theories

📖 Overview: This lecture explains the fundamental communication concepts and theories that guide effective public relations practice. It focuses on the eight principles that apply to consumer behavior, the critical role of research in persuasion, and the ethical responsibilities of PR practitioners. Understanding these concepts is essential for communicating more effectively and positively with target audiences.

🗂️ Topics Covered

This lecture covers eight principles that apply to consumer behavior in learning and persuasion, followed by three critical aspects of research in public relations (how to collect data, accumulation and storage, and how information is used). It then discusses the barriers PR practitioners face in influencing management, and concludes with the concept of "corruption of judgment" and the formula for socially responsible PR decision-making.

📝 Lecture Summary

Overview

In order to communicate more effectively and positively it is essential that the students should understand the communication concepts and theories guiding them. In this context consumer behavior is very critical and needs careful monitoring. In this lecture we will explain the principles and necessary actions to implement them and monitor them. We will once again explain the importance of research in these theories and concepts.

8 Principles Apply To Consumer Behavior

Eight principles govern how consumers learn and respond to persuasive messages:

1. Unpleasant appeals can be learned as readily as pleasant ones.
2. Appeals made over a period of time are more effective.
3. Unique messages are better remembered.
4. It is easier to recognize an appeal than to recall it.
5. Knowledge of results increases learning of a message.
6. Repetition is more effective when related to satisfaction.
7. Messages are easier to learn when they do not interfere with earlier habits.
8. Learning a new pattern of behavior can interfere with remembering something else.

Research and Persuasion

Research Critical —

It should be understood that research is always very critical in all areas of public relations.

Firstly — How to collect data — whether yourself (in-house) OR buy research services.

According to Earl Babbie, there are FIVE practices which should be safeguarded in a research study:

• Ensuring voluntary participation of all subjects, including employees when the research is of internal publics.
• Preventing harm to the subjects, either psychologically or through analysis & reporting.
• Protecting participants through anonymity &/or confidentiality — the latter occurring when researcher identifies participant but does not reveal information.
• Avoiding deceiving participants — something not always possible but highly desirable.
• Reporting & analyzing results fairly & accurately so others are not misled by the findings.

Secondly — Research involves actual accumulation & storage of information.

Thirdly — As to how research information is used.

How Are PR Practitioners Hampered In Their Efforts To Influence Management?

Four key barriers:

• Lack of access to management.
• Restraints on information collection.
• Roadblocks to dissemination of timely accurate information.
• A narrow definition of the role of public relations.

Public Relations Responsibility

“Corruption Of Judgment”

The dispute is not over facts. It is in the interpretation of facts. And it is over conflicting value systems.

In fact, the best course is to return to the following formula for socially responsible PR decision making:

• Who are the Publics?
• What are the interests of each in the decision or situation?
• How will an institution’s policy or action affect each of these publics?
• What social values are involved?
• What values are in conflict?
• What will the effects be?
• Can the effects be defended?

💡 Why this matters: This formula ensures PR practitioners maintain public perspective and ethical responsibility.

Consequently, if the PR person who loses public’s perspective in fact foregoes public responsibility & has become the "persuaded" rather than the "persuader".

⭐ Key Takeaways

Students must remember that consumer behavior follows eight specific learning principles, including that unpleasant appeals are learned as readily as pleasant ones, unique messages are better remembered, and repetition is more effective when linked to satisfaction. Research in PR involves three critical aspects: collection methods (in-house or purchased), accumulation/storage, and usage. Earl Babbie's five ethical safeguards (voluntary participation, preventing harm, anonymity/confidentiality, avoiding deception, fair reporting) must guide all research. PR practitioners face four barriers to influencing management: lack of access, information restraints, dissemination roadblocks, and narrow role definitions. Most importantly, "corruption of judgment" occurs not over facts but over interpretation and conflicting values, and the seven-question formula for socially responsible decision-making is the best way to avoid becoming the "persuaded" rather than the "persuader."

🧠 Quick Revision Questions

1. What are the eight principles that apply to consumer behavior in learning and persuasion?
2. According to Earl Babbie, what five practices must be safeguarded in a research study?
3. What are the three critical aspects of research in public relations?
4. List the four ways PR practitioners are hampered in their efforts to influence management.
5. What does the term "corruption of judgment" mean, and what seven-question formula helps prevent it?

📘 Lecture 37 — Public Relations & Law

📖 Overview: This lecture explores the legal implications for public relations practitioners, covering liabilities, defamation, privacy rights, and contractual matters. It emphasizes the importance of understanding legal boundaries to stay out of trouble and outlines key defenses and precautions for ethical PR practice.

🗂️ Topics Covered

The lecture covers the legal liabilities of practicing PR, including normal, work-oriented, and extraneous exposures. It discusses five situations where PR practitioners may face legal implications, and provides five ways to stay out of legal trouble along with five good points for PR persons. The lecture also explains defamation (libel and slander), three defenses against libel, four types of privacy rights violations, and five key contracts and consents relevant to PR work.

📝 Lecture Summary

Liabilities Of Practicing PR

PR practitioners face three types of legal exposure. First is normal legal exposure, like encountered by any other person. Second is work oriented legal exposure found in the course of normal PR or publicity activities. Third is extraneous legal exposure, which includes everything from testifying as an expert witness to getting sports event tickets for a client, to lobbying without registering as a lobbyist or reporting income and expenses from such activities.

Legal Problems: Civil & Criminal According to Morton Simons

According to Morton Simons, there are 5 situations where a PR practitioner may be subjected to legal implications:

1. Participates in the illegal action.
2. Counsels, guides & directs the policy behind it.
3. Takes a large personal part in it.
4. Sets up a propaganda agency to fight enemies of it.
5. Cooperates to further it.

💡 Why this matters: PR practitioners can be held legally responsible not only for their own actions but also for advising or facilitating illegal activities, even indirectly.

How To Stay Out Of Trouble

The best way to stay out of trouble is to maintain a good relationship with the attorney of the organization. Five ways can be helpful:

1. Recognize your individual responsibility for your action.
2. Know your business.
3. Ignore the vague lines between advertising & PR, because the law often does.
4. Decide how far you are willing to go to run a risk of jail, fine, a cease or desist order, or a corrective order.
5. “Know your enemy” — specially which Government agency is likely to go after you.

5 Good Points For PR Persons

1. Be careful about headlines & pictures.
2. Carefully select every word, even the smallest one.
3. Use numbers where essential or important.
4. Be aware about the ingredients behind the product.
5. Only repeat a slogan where necessary.

Defamation: Libel & Slander

There are 2 kinds of libel: Civil and Criminal.

🔑 Definition — Libel: "written or otherwise published defamation" 🔑 Definition — Slander: "spoken defamation"

Civil Libel: This is non-criminal – such as malicious publication tending to tarnish the reputation of a living person, injuring his repute. Criminal Libel: This involves breach of peace or treason – includes inciting to riot or some other form of violence against the government.

Defence Against Libel — Basically Three (3)

1. Truth: substantial proof that is admissible in court.
2. Privilege: a fair and true report of a public, official or judicial proceeding.
3. Fair Comment: statements made in an honest belief that they are true.

Rights Of Privacy

Rights of privacy apply only to people, and not to organizations. Four types of violations:

1. Intrusion into solitude.
2. Portraying someone in a false light.
3. Public disclosure of private information.
4. Appropriation: Using a person’s name or likeness for commercial purposes without the person’s consent. In fact, it is the privacy violation that causes most PR problems.

💡 Why this matters: The appropriation violation is especially relevant for PR practitioners, as using someone's image or name without permission in campaigns, publications, or promotional materials can lead to legal action.

Contracts & Consents

Normally, a PR practitioner should not get involved in contracts, but should know about at least 5 such forms:

1. Model Release: When models are required for some campaign etc.
2. Employee Contract: Basically job related contracts.
3. Photo Agreement: Rights to release and use pictures for particular events.
4. Work For Hire: To hire personnel for some project etc.
5. Printing Contract: Contracts for getting some printing jobs to be carried out by printer etc.

⭐ Key Takeaways

This lecture emphasizes that PR practitioners face three categories of legal exposure and can be implicated in legal trouble through five specific scenarios, such as participating in or counseling illegal actions. The best defense is maintaining a strong relationship with the organization's attorney and following five practical guidelines to stay out of trouble. Defamation law distinguishes between libel (written) and slander (spoken), with three main defenses: truth, privilege, and fair comment. Privacy violations—especially appropriation—are a major concern, and PR professionals must be familiar with five key contracts including model releases and photo agreements.

🧠 Quick Revision Questions

1. What are the three types of legal exposure faced by PR practitioners?
2. According to Morton Simons, list two of the five situations where a PR practitioner may face legal implications.
3. What are the three defenses against libel mentioned in the lecture?
4. Which privacy violation causes the most PR problems, and what does it involve?
5. Name three of the five key contracts and consents that PR practitioners should know about.

📘 Lecture 38 — Public Relations & Case Studies

📖 Overview: This lecture explores how case studies serve as vital resources for planning PR strategies, learning from past successes and failures, and overcoming crises. It also defines the various images of public relations as understood by modern practitioners, providing a framework for analyzing organizational perception.

🗂️ Topics Covered

The lecture covers the methods for using case studies in PR, including how to analyze historical cases by breaking them into four parts: summary, research into publics, institutional description, and evaluation. It presents nine cardinal rules for learning from experience, and concludes with a discussion of five distinct images of public relations: mirror, current, wish, corporate, and multiple images.

📝 Lecture Summary

How To Use Case Studies

PR practitioners can use case studies in two primary ways. First, they can find a solution to a PR problem by following specific guidelines suggested by an existing case. Second, they may dissect a historical case as a learning experience to determine what worked, what did not, and why.

How Can Case Studies Help — A. Case Analysis

The analysis of a historical case can be broken into four parts.

1. Summary of the case: An explanation of the nature of the problem or problems, including the background and the research-based purposes of PR actions taken to address the situation.
2. Additional research into publics: An assessment of the impact of the problem, situation, or proposed action; a prioritization of the publics; and an explanation of what was done to overcome the problem.
3. Description of institution involved: What it does and what it is. Copies of progress reports should be examined and included in the analysis. The action taken and all communication efforts made should be explained in detail.
4. Consideration & evaluation: An analysis of what worked particularly well and what could have been improved.

Learning From Experience — 9 Cardinal Rules

Following these nine cardinal rules helps PR practitioners learn effectively from past experiences.

1. Get started early and use material from executive speeches, because it has already been researched and cleared for release.
2. Use arguments people can relate to—ones that affect them.
3. Show what impact winning on your issue will have on the major concerns of the day.
4. Do not put all your arguments into one release.
5. Present only your case, not the opposition’s.
6. Use a positive approach to refer to the other side, like “less informed” or “well intentioned.”
7. Keep in touch with the lobbyist to get feedback on which arguments are working the best.
8. Don’t just cover news media. Send to all channels.
9. Keep in mind the key objective is to win, not to merely accumulate more clippings, editorials, and photo layouts. WINNING IS THE BOTTOM LINE.

To Sum Up... Case Studies

Case studies demonstrate how campaigns to achieve specific public relations objectives are planned, implemented, and evaluated. They may be used in two ways: (1) to pose a problem and outline a possible solution according to specific guidelines as suggested by an existing case, and (2) as a learning experience to determine what worked, what did not, and why.

An analysis of a historical case is broken into four parts:

1. A summary and research-based purposes of PR actions.
2. Additional research into publics, an assessment of the impact of the problem, situation, or proposed action, and an explanation of what was done to deal with the problem.
3. Detailed description of the institution involved in the problem.
4. Consideration and evaluation of what worked pretty well and what could have been improved.

Images Of Public Relations — 5 Kinds

There are five distinct kinds of images in public relations.

• The Mirror Image: This is what the "people," especially its leaders, believe to be the impression outsiders have about the organization.
• The Current Image: This is the image held by people outside the organization, and it may be based on experience or on poor information and understanding.
• The Wish Image: This is the desired image—the one which management wishes to achieve.
• The Corporate Image: This is the image of the organization itself rather than that of its products or services.
• The Multiple Image: A number of individuals, branches, or other representations can each create a particular image which does not conform to a uniform image for the total organization.

⭐ Key Takeaways

Case studies are essential for learning from the experience of others; they should be analyzed using a structured four-part approach covering summary, public research, institutional description, and evaluation. The nine cardinal rules provide a practical guide for executing campaigns, emphasizing the importance of early preparation, relatable arguments, and a clear focus on winning. Additionally, PR practitioners must understand the five types of organizational images—mirror, current, wish, corporate, and multiple—to effectively manage and align stakeholder perceptions with organizational goals. The ultimate objective of any PR effort is to win on your issue, not just to generate media coverage.

🧠 Quick Revision Questions

1. What are the two primary ways to use a case study in public relations?
2. List the four parts into which the analysis of a historical case is broken.
3. According to the nine cardinal rules, what is the key objective, or "bottom line," of a PR campaign?
4. Define the difference between the "mirror image" and the "current image" of an organization.
5. What does the "multiple image" refer to?

📘 Lecture 39 — PR AND PRINTING PROCESSES

📖 Overview: This lecture explains why printing is a vital tool in public relations and covers the fundamentals of printing processes. It details the five main printing methods, typography basics, types of paper, and practical tips for preparing copy and artwork for printing, ensuring PR professionals can effectively manage printed materials.

🗂️ Topics Covered

The lecture begins by explaining the importance of printing in PR as a primary medium for disseminating information. It then outlines the fundamentals of printing, including the types and uses of printed material, distribution methods, printing processes and techniques, copy preparation, typography, and engraving. The five main printing processes—Letterpress, Lithography, Photogravure, Flexography, and Silk Screen—are introduced, followed by detailed explanations of key processes like Letterpress, Offset Printing, Photogravure, and Silk Screen Printing. The lecture concludes with types of paper and important tips for copy, artwork, and layout.

📝 Lecture Summary

Overview

Printing is and has been an important tool of public relations. It is important that a PR professional should know about the printing processes, its fundamentals and its various important segments required for outstanding results etc. besides explaining about different processes and printing methods. Printing is a principle medium for disseminating information, a primary function of PR.

Fundamentals Of Printing

The fundamentals include: types & uses of printed material in public relations, methods of distributing public relations printed matter, printing processes & techniques, preparing copy for printing, typography, and engraving. A PR professional should know about print, printers, printing methods & printing requirements.

It is important to distinguish between 5 main processes of printing:

1. Letterpress (Relief process – Printing surface raised)
2. Lithography (Planographic process – Printing surface level)
3. Photogravure (Recessed surface – Grid or resist formed by edges of cells etched into surface)
4. Flexography
5. Silk Screen

Typography: The point System

Letterpress uses words in metal, while wooden words are used for printing large posters. Typefaces (individual type designs) are measured by the point system originating to USA. Typical typestyles were 6, 12 & so on.

🔑 Definition — Font: A specific size and style of a typeface within a type family. For example, "A" in 12 points, "A" in 20 points, "A" in 24 points, and so on. 📐 Formula: Point System → a unit of measurement for typefaces, where 1 point equals 1/72 of an inch. 📌 Example: Different names of fonts in use include ARIAL, BROADWAY, CALLIGRAPHER, ALGERIAN, BAZOOKA, HEATHER, CASTELLAR, FORTE, LUCIDA, SCRIBBLE, GEORGIA, and TIMES NEW ROMAN. Style refers to the specific design, e.g., "A" in ARIAL style vs. "A" in Calligrapher style.

Letterpress

It is a printing process that works by taking hard type (lead, magnesium, and polymer), applying ink to it, and then having it strike paper under great pressure. It works in much the same way a rubber stamp works, except the hard type actually penetrates the paper leaving a product that has depth and feel. Both can be adjusted by varying the amount of pressure.

Offset Printing

In the early part of the 20th century, it was discovered that ink could be transferred from the lithographic surface to an intermediate rubber surface & then to paper. The rubber intermediate, called a blanket, can transfer ink to paper and to a wide variety of materials that cannot be printed directly, including plastics & metals. As the soft blanket conforms to the texture of the surface to be printed, lithographic image quality is unrivaled.

Photogravure Printing

Photogravure prints an image from an etched copper engraving plate that is created from a transparency of a photographic image. The photogravure printing process produces a photographic image composed of fine lines rather than dots.

Silk Screen Printing

This is based on the Stencil principle. The printing area is cut out to allow the ink or paint to be pressed through the space which is covered with a screen of silk, nylon or organdie mesh. This is an old Chinese invention.

Types Of Paper Used For Printing

1. Newsprint: A cheap, absorbent paper suitable for newspapers.
2. Offset paper: A super calendared & polished paper suitable for magazines, letterheads, prestigious stationery.
3. Imitation Art: A polished paper with china clay content.
4. Art Paper: A high class paper with a coating of china clay or similar substance on one or both sides which is highly polished.
5. Antique Paper: A very rough, bulky, absorbent paper.

Some important tips for printing.

Copy Tips:

• Copy should be typewritten in double spaced lines.
• At least 1 inch should be allowed for margins on left & right side of paper.
• Don’t carry a paragraph to another page.
• Type only on one side of paper.
• Place the word “continued or more” at the bottom of page if copy continues to next page.
• Number pages.
• Clearly indicate end of copy.

Artwork Tips: Photos, drawings, tint blocks & other decorative matter should be marked for size & position in the finished job.

Layout Tips:

• In selecting type variations for a layout, select type that will reflect the message you wish to convey.
• Select type variations which will harmonize & avoid too many type variations.
• Best to confine to one type family.

⭐ Key Takeaways

A PR professional must understand the five main printing processes: Letterpress (raised surface), Lithography/Offset (level surface), Photogravure (recessed surface), Flexography, and Silk Screen (stencil-based). The point system is the standard for measuring typefaces, and selecting the right font and style is crucial for effective communication. Different projects require specific paper types, from cheap newsprint to high-class art paper. Finally, preparing copy with proper formatting and margins, and carefully marking artwork for size and position, are essential steps for successful print production.

🧠 Quick Revision Questions

1. What are the five main printing processes, and how do their printing surfaces (raised, level, recessed) differ?
2. How does Offset Printing differ from Letterpress, and what is the role of the "blanket"?
3. What is the point system, and how is it used to measure typefaces?
4. Name three types of paper and describe a suitable use for each.
5. List three key rules for preparing copy for printing.

📘 Lecture 40 — Public Speaking -- A PR Tool

📖 Overview: This lecture focuses on public speaking as a key public relations tool. It explains why PR professionals must be effective speakers or prepare others to speak, and details the stages of preparing, delivering, and following up on speeches. The lecture emphasizes that speaking is a low-key, high-quality approach that can promote expertise and generate business opportunities.

🗂️ Topics Covered

The lecture begins by framing public speaking as a PR tool under the concept of "just saying a few words." It then outlines key benefits, details how to prepare by analyzing the audience, describes what to say and how to develop a speech, gives tips for preparing to speak, reasons to turn down a speech opportunity, and concludes with how to exploit existing opportunities through seminars.

📝 Lecture Summary

Overview

Public relations professionals very often either have to speak or make arrangements and prepare their management chief or other department heads to deliver speeches for various reasons at different occasions. It is important that these should be well written, well spoken and convey clearly the objective for which these are being made. This lecture informs students about various stages and advantages of making such speeches and how to conduct them and use these to the advantage of the organization.

“Just saying a few words” — Basically this implies that to speak less but with authority and with facts will be the best and effective policy. This implies that it is the best and a most desirable low key & high quality approach to PR.

Key Benefits

• It helps promote you as an expert in PR.
• It develops awareness of your company, group or cause.
• It offers you an opportunity to obtain feedback from people you do business with.
• It helps generate sales & business leads.
• It is good means of networking with potential contacts.
• It generates follow up opportunities to speak to other interested groups.
• It is cost effective. You don’t pay to make speeches & very often it can actually earn you money.

How To Prepare

In order to be effective it is imperative that the speaker should answer the following questions about the audience:

• Who will be in the audience & how many of them will there be?
• What will be their interest?
• Will they be male or female or both & of what age?
• What attitudes will they have, about your subject & the world in general?
• Are they hostile to certain subjects & enthusiastic about others?
• Are there issues particularly troubling them at the moment?
• How much do they know about the subject?
• Has the audience listened to a similar talk recently?
• How long will you be expected to talk?
• Will there be question answer session afterwards?
• Will there be a PA (public address) system to amplify your voice?

What to say?

• Be Interesting
• Budget your time
• Be entertaining

How To Develop Your Speech

1. Decide key points.
2. Create a logical order.
3. Draft the speech.
4. Your final notes.

Preparing To Speak

• Practice makes perfect. (Rehearse and read it many times)
• Delivering your speech. (Style) Speak slowly, clearly and do not shout.
• Case history: (Without preparation many speakers cut a sorry figure.)
• Following up your speech. (Distribute your speech to the press)

Why You Might Turn Down Speech

• It will take too long to research & write the speech.
• It won’t lead to other opportunities.
• You can make a more profitable speech elsewhere on the same night.
• Not enough of the right people will hear your speech to warrant the effort.
• There may be others to speak who you don’t want to speak against.

Exploiting Existing Public Speaking Opportunities.

• Effective way is organizing seminars.
• Seminars are great opportunity for market research & to obtain desired feedback.

Organizing A Seminar

• The venue.
• Setting up the fee.
• Promotion.
• Finalizing numbers.
• Preparing the work materials.

To Sum Up --- Remember

• Collect Data.
• Make Notes.
• Rehearse.
• Speak slowly yet with authority.
• Be short & precise.
• Don’t shout.
• Keep note of audience mood.
• Don’t use difficult words.

⭐ Key Takeaways

The most critical points from this lecture are that public speaking is a powerful, cost-effective PR tool that promotes expertise and generates business leads. Effective speech preparation requires thorough audience analysis, careful development of key points in logical order, and extensive rehearsal. Delivery should be slow, clear, and authoritative, and speeches should be followed up by distributing to the press. Alternatively, organizing seminars serves as an excellent platform for market research and feedback.

🧠 Quick Revision Questions

1. What are the seven key benefits of public speaking as a PR tool?
2. List at least five questions a speaker must answer about the audience before preparing a speech.
3. What are the four steps in developing a speech?
4. Give three valid reasons why a PR professional might turn down a speaking opportunity.
5. What are the five steps to organizing a successful seminar?

📘 Lecture 41 — PR – COPING WITH UNEXPECTED

📖 Overview: This lecture prepares public relations students to handle unexpected situations professionally. It covers emerging PR trends and responsibilities in a competitive world, emphasizing that a PR professional must always remain on "Red Alert!". Additionally, the lecture explains how today's technology provides advantages for PR practitioners.

🗂️ Topics Covered

The lecture covers the golden rule of being prepared for crises, what to do when the worst happens, possible PR ideas for positive engagement, emerging PR principles and trends, evaluation of PR services including common criticisms, moves towards professionalism and factors that retarded its maturity, measurability in PR, today's technology tools for PR professionals, and the key "Six S" theory for modern PR challenges.

📝 Lecture Summary

Overview

Public relations is a demanding profession that must always be prepared for unexpected situations. A PR professional has to always remain on "Red Alert!". The lecture also discusses the importance of learning from mistakes, quoting John Keynes: "It is good thing to make mistakes, so long as you find out & rectify quickly."

💡 Why this matters: PR professionals face constant unpredictability; being mentally and practically prepared is essential for protecting an organization's reputation.

The Golden Rule: Be Prepared

The foundational rule for handling crises is to be prepared before anything goes wrong. Key steps include:

• Know your local press contacts.
• Know the people personally.
• Decide on the spokesperson.
• Imagine worst case scenarios.

When The Worst Does Happen?

When a crisis actually occurs, PR professionals must follow specific guidelines:

• Avoid a cover-up.
• Do not alienate the press.
• Give the basic facts.
• Know what to say if confronted.
• Know when to take legal advice.
• Understand your right to silence.
• Properly wrap up the bad news.

Some Possible PR Ideas

The lecture lists numerous proactive PR initiatives to build positive public relations:

• Setting up a social interest group.
• Offering achievement awards.
• Setting up an amenity scheme.
• Supporting a special interest group.
• Donating materials to a good cause.
• Donating funds.
• Protecting the environment.
• Nominate a special day.
• Devise a competition.
• Offer a special skill.
• Produce a mini business mini-guide.
• Obtain professional membership.
• Smarten up your premises.
• Offering advice.
• Attend meetings.
• Sponsor a team.
• Organize a race/walk.
• Involve a celebrity.
• Celebrate a birthday.
• Go "Green".
• Link to an educational program.

Emerging PR Principles & Trends

Modern PR operates on several key principles:

• Acceptability.
• Compatibility.
• Intensity.
• Pervasiveness.
• Variety of impressions.
• Persuasiveness.

Evaluation Of PR Services

The lecture lists 6 criticisms of PR:

1. Too Much a "Yes Man".
2. PR man often not very articulate.
3. PR man has inadequate grasp of business & economics generally.
4. PR man does not often understand the operations of the company.
5. PR man frequently remains ignorant or unaware about company's immediate problems.
6. PR man is too sensitive on the point of whether his advice is taken or not.

Moves Towards Professionalism

The lecture identifies 5 major factors that retarded maturity of PR as a profession:

1. Grew very rapidly.
2. Covers exceedingly wide scope.
3. Forces within & outside created misunderstanding.
4. Best PR service is often intangible & comparatively immeasurable.
5. Very little enforcement of defined standards PR professionals required to meet.

Measurability

PR effectiveness must be measured through:

• PR must deal with changes in attitude.
• PR must lead its target and not follow it.
• PR should probe into the minds of people.
• PR should make use of the greatest resource: human intellect & creativeness.

Today's Technology & PR

Today’s PR Professional should know how to use:

• Computers for storing, sending, receiving & printing information & art.
• Growth of satellite transmission and cable video.
• Growth of specialized PR services.
• Computerized graphic design services.

Key Points -- Six "S" Theory

The Six "S" Theory summarizes the modern PR environment:

• Strong competition.
• Stiff opposition.
• Serious opinion leaders.
• Systematic evaluation.
• Social demands.
• Skeptical press.

⭐ Key Takeaways

The most critical concepts from this lecture are: Always be prepared for crises by knowing press contacts, choosing a spokesperson, and imagining worst-case scenarios — never cover up or alienate the press during a crisis. PR faces six common criticisms (being a "yes man", inarticulate, lacking business understanding, etc.), and five factors have retarded its professional maturity (rapid growth, wide scope, misunderstanding, intangibility, and lack of enforcement). Measurability focuses on attitude change, leading targets, probing minds, and using human creativity. Modern PR professionals must master technology like computers, satellite transmission, and graphic design. Finally, the Six "S" Theory (Strong competition, Stiff opposition, Serious opinion leaders, Systematic evaluation, Social demands, Skeptical press) captures today's challenging PR landscape.

🧠 Quick Revision Questions

1. What are the four key steps in "The Golden Rule: Be Prepared" for crisis situations?
2. List the four actions a PR professional must take "When The Worst Does Happen."
3. Name at least five of the six criticisms of PR professionals listed in the lecture.
4. What are the five major factors that retarded the maturity of PR as a profession?
5. What are the six components of the "Six 'S' Theory" that define modern PR challenges?

📘 Lecture 42 — DREAMS & REALITIES OF PR

📖 Overview: This lecture explores the practical dreams versus the harsh realities of public relations, clarifying common misconceptions. It explains the critical difference between image and reputation, and outlines how PR professionals can take charge of an organization’s identity to achieve sustained success.

🗂️ Topics Covered

The lecture begins by defining what "good PR" means and why finer points matter despite PR’s apparent simplicity. It then distinguishes between image and reputation, discusses whether PR can be self-taught, and explains how PR irons out daily operational ups and downs. The lecture also covers PR’s role in education, its necessity for small businesses, and who ultimately takes charge of an organization’s identity.

📝 Lecture Summary

What do you mean “That’s good PR”?

We sense the presence of good PR because it gives us a favourable impression. We approve of it because it confirms our needs and wants of the moment. Ultimately, we do or admire PR for its planned effect on others.

Why Bother About Finer Points If PR Does The Trick?

Despite appearances, PR offers no quick fix even when it promises to. PR does not just happen, nor is it the result of an aptitude or instinct. Critically, PR is unable to do a good job with substandard materials; in fact, it exposes weaknesses. Therefore, PR can be the impetus to getting the product right first by attending to finer points before developing the PR policy.

Difference Between Image & Reputation

• Reputation is based on all impressions gained by the publics.
• Image is based on awareness, perceptions, and approval.
• Reputation is based on beliefs developed from distance, without the benefit of contact.
• Image is a composite perception of a company, its products, and services.

🔑 Definition — Reputation: The collective beliefs about an organization developed from a distance, based on all impressions gained by its publics. 🔑 Definition — Image: A composite perception of a company, its products, and services, based on awareness, perceptions, and approval.

Can PR Be Self Taught?

PR techniques are easy to learn, and "how-to" books and courses can be used. However, patience and application are needed for sustained success. Since PR practice is wide-ranging, concentration on certain areas is likely to secure satisfying results earlier than expected.

PR Irons Out Ups & Downs Of Daily Operations?

PR helps manage daily challenges through several functions:

• Understanding of human behaviour
• Anticipation of future trends and their consequences
• Harmonization of conflicting private and public interests
• Generation of greater goodwill internally and externally
• Avoidance of misunderstandings and disputes
• Promotion of positive corporate culture

💡 Why this matters: PR is not just about external communication; it is a strategic management function that stabilizes an organization’s internal and external operations.

What Has PR To Do With Education?

There are 3 key areas where PR supports education:

1. Lobbying of decision-makers in government and local government.
2. Issues management, which is probably of greatest importance internally.
3. Community relations, where emphasis is likely to be on support for parent-oriented events and interests.

Do Small Businesses Need PR To Survive?

Small businesses often depend on a limited number of clients. For example:

• A food manufacturer may depend upon a few buyers representing major food retailers or department stores.
• A professional services company may have half a dozen retained clients such as large companies or local authorities.
• A specialist subcontractor may work mainly for just 2 or 3 of its industry’s leading names.

Still PR will be essential for start-ups to lure a broad spread of customers, and additionally for how the business gets on with its sources of finance, suppliers, and other key publics.

Who Takes Charge Of Identity?

Several elements take charge of an organization's identity:

• Corporate values as reflected in the way "things get done"
• The brands, to optimize the reputation strengths
• Service characteristics, so that the identity complements them
• Sponsorships to emphasize corporate social responsibility
• Design, for coherent appearance and ready recognition
• Age and structure of the organization to ensure consistency and credibility

⭐ Key Takeaways

The most critical distinction in this lecture is between image (a composite perception based on awareness) and reputation (all impressions developed from a distance). PR cannot fix substandard products or offer quick fixes; it requires patience, application, and getting the product right first. Effective PR irons out operational ups and downs through understanding human behaviour, anticipating trends, and harmonizing interests. For education, PR supports lobbying, issues management, and community relations, while for small businesses it is essential for start-ups and key stakeholder relations. Finally, identity is managed through corporate values, brands, service characteristics, sponsorships, design, and the organization’s age and structure.

🧠 Quick Revision Questions

1. What is the key difference between image and reputation as taught in this lecture?
2. Why does the lecture say PR "offers no quick fix" even when it promises one?
3. List three functions of PR that help "iron out the ups and downs of daily operations."
4. What are the three key areas where PR supports education?
5. Name three elements that take charge of an organization's identity according to this lecture.

📘 Lecture 43 — Changing Into Overdrive

📖 Overview: This lecture explores how Public Relations can shift into a proactive "overdrive" mode to maximize organizational benefit without increasing costs. It addresses key questions about PR's international scope, the strategic decision to participate in exhibitions, and practical tools like press releases, press packs, and letters to the editor to maintain effective PR presence.

🗂️ Topics Covered

The lecture covers the proactive nature of effective PR presence, methods to maintain momentum without raising costs, the international dimensions of PR practice, strategic considerations for exhibitions including design briefs, handling TV interview requests at short notice, golden rules for writing press releases, components of a press pack, the purpose of writing to editors, and how to evaluate if PR function is being maximized within an organization.

📝 Lecture Summary

Overview

The lecture emphasizes that PR must act in an "overdrive" mode — being highly proactive without being expensive, while ensuring results that benefit the organization. It also discusses whether exhibitions should be held and their advantages.

How Proactive Should Be For An Effective PR Presence?

To achieve an effective PR presence, organizations must ask critical questions. Are we obtaining our fair share of shout? How much can we turn into usable intelligence? Does our image and reputation satisfy our needs? How are we doing at meeting our customer's communication expectations? Can we fairly claim to be creative in what we are doing?

💡 Why this matters: Proactive PR prevents organizations from being reactive to crises and ensures they shape their own narrative.

How To Maintain Momentum Without Increasing Costs?

Momentum implies a growing level of commitment which might need extra expenditure. In PR work, curtailing cost may be possible for a while (for example, the larger the public to be addressed, the larger the cost). Going to opinion leaders directly is a good way to cut costs.

How International Is PR?

PR has a significant global footprint. It is said that 100,000 PR students are under training in China. The Russian PR people at the trade's European federation passed a resolution against providing PR services to terrorist organizations. Argentinians denied access to their bank deposits demonstrated volubly before the news media.

“In fact PR is humanity’s new mechanism for talking with or shouting at, next door or across the world”

Should We Do Exhibitions?

Before deciding to participate in exhibitions, think hard and consider choices. Ask these questions:

• How long has the event been going?
• What official support does it enjoy?
• Are there any supporting conferences?
• Is it a trade, public or combined event?
• What is the reputation of the organizer?
• What have been recent attendances?
• What other hard facts can the organizer provide?

Important Key Components of exhibitions include the design of the stand, management and control of the stand, and PR support before and afterwards.

What Is A Design Brief?

A design brief is a comprehensive document that guides the creation of exhibition materials. It should include:

• Organizational background
• Market background
• Product background
• Existing materials
• Present visual symbols and applications
• Budget
• Timing
• Evaluation

What If TV Wants Interview At Short Notice?

When a TV station requests an interview at short notice, gather this information:

• Which programme, what transmission time, and how long on air?
• Is the interview to be in studio, at an outdoor location, or on our premises?
• What is the subject to be discussed, what are topics to be included?
• Does the interviewer have sufficient information to work on?
• Can we have a "dry run" beforehand?

Are There Any Golden Rules To Write Press Releases?

Press releases must answer the classic journalistic questions using all three tenses (past, present, future):

• Who did it / is doing it / will be doing it?
• What was happening / is happening / will happen?
• Where did it happen / is it happening / will it happen?
• When did it happen / is it happening / will it happen?
• Why did it happen / is happening / will happen?
• How did it happen / is it happening / will it happen?

What Is A Press Pack?

A press pack is a collection of information compiled for use by a journalist. It may comprise a press release, fact sheets, captioned photographs, and relevant printed matter, for example, a corporate brochure. It is generally prepared for an event like an exhibition or annual general meeting.

Why Write A Letter To The Editor?

Writing a letter to the editor serves several PR purposes. It reminds the editor of who the sender is, and his or her reputation as a source of "good stories", well researched and written. It is a neat way of making an enquiry or offering "follow up", where seeing the item is necessary first before the receiver can respond. It can be a means of developing the contact further, by sketching possible future contact, availability of more or different material, forthcoming events, and so on.

How do we know if we are making the most of our PR function?

To evaluate PR effectiveness, ask these questions:

• How often have departments called on PR for support?
• Is senior management involving the PR before decisions are taken, or only afterwards?
• Does PR get involved in communications between departments?
• Are we seeing PR more as a management function or a technical service?
• Could we be using PR more in our "futures" thinking?

⭐ Key Takeaways

This lecture emphasizes that PR must operate in a proactive "overdrive" mode without increasing costs, often by directly engaging opinion leaders. Students must remember the critical evaluation criteria for deciding on exhibition participation, including assessing the organizer's reputation and attendance history. The golden rules for press releases require answering Who, What, Where, When, Why, and How in all three tenses. A press pack is a journalist's toolkit comprising releases, fact sheets, and photos for events. Finally, effective PR is measured by whether it is consulted before decisions are made, indicating its role as a strategic management function rather than just a technical service.

🧠 Quick Revision Questions

1. What are the five key questions to ask to evaluate if an organization has an effective proactive PR presence?
2. What is the recommended cost-effective strategy to maintain PR momentum without increasing expenditure?
3. What are the seven questions an organization must ask before deciding whether to participate in an exhibition?
4. What are the six "golden rules" questions that every press release must answer, and in how many tenses?
5. How can an organization know if it is making the most of its PR function, specifically regarding senior management involvement?

📘 Lecture 44 — GETTING ON WITH PR

📖 Overview: This lecture addresses the challenges and upheavals public relations professionals face in practice, emphasizing the need to persist and "get on with PR" to achieve desired objectives. It explains the differing perspectives of marketing and PR, defines marketing public relations, and outlines PR’s contributions to marketing plans, crisis avoidance, and organizational structure.

🗂️ Topics Covered

The lecture covers why marketing and PR people see things differently, the definition of marketing public relations, reasons why marketing should take PR seriously, PR’s contribution to the marketing plan, areas where other departments should consult PR, where PR fits in organizational structure, crisis avoidance strategies, what can go wrong in crises, and what makes a "good" crisis.

📝 Lecture Summary

Why Marketing & PR People See Things Differently?

Marketing and PR have fundamentally different focuses. Marketing is solely concerned with customers and highly focused on delivering sales, aiming to identify, anticipate, and satisfy customer needs profitably. In contrast, PR is about creating the most favourable overall conditions for the organization, scanning the entire operational environment, and embracing all communication designed to best serve the organization’s interests. While marketing directs its energies towards external markets, PR works both outside and inside the organization.

💡 Why this matters: This distinction helps PR professionals understand their unique role and justify their function to marketing colleagues, preventing conflict and fostering collaboration.

What Is “Marketing Public Relations”?

When PR becomes part of the promotion within the marketing mix to fulfill marketing objectives (as opposed to PR relating to Finance or HRM), it is described as "marketing public relations". PR also has a keen interest in other aspects of the marketing mix, including:

1. Physical evidence (corporate identity)
2. People (customer-contacting employees)
3. Process (service production and delivery)
4. Product (or service)
5. Price
6. Place (distribution)

🔑 Definition — Marketing Public Relations: PR that is part of promotion within the marketing mix, to fulfill marketing objectives.

Why Should Marketing Take PR Seriously?

Marketing should take PR seriously because PR performs several critical functions that support marketing efforts. These include:

• Educating markets ahead of marketing activities
• Maintaining and strengthening brand loyalties
• Generating direct sales leads
• Identifying and evaluating potential markets
• Motivating sales force and distribution chain
• Reviving and sustaining mature and declining products

What Can PR Contribute To The Development Of The Marketing Plan?

PR can contribute significantly to the development of the marketing plan. Its potential contributions include:

• Providing market intelligence
• Assisting in gathering data
• Identifying any potential inconsistencies in messages, as between customers and other publics
• Indicating potential communications synergies
• Offering a view based on broader experience of the total operating environment

What Are Main Areas Where Other Departments Should Consult With The PR Function?

Other departments should consult with the PR function in several key areas. These include:

• To obtain advice about a communication problem
• For help in communicating externally, e.g., with a supplier
• To facilitate or mediate internal communications between units
• To bring news and views from outside
• To undertake marketing communications

Where does PR fit in the structure?

Because PR "spans boundaries" in all directions, it supports all sub-systems, including those concerned with production, maintenance, planning, and change management. Therefore, PR people should:

• Liaise between the organization and external publics and individuals
• Assist other sub-systems within the organization in their communications direct with the outside world
• Assist other sub-systems in their communications with one another
• PR should be found at any given time working throughout most of the organization

What should we look for in trying to avoid crises?

To avoid crises, aim to avoid:

• Anyone who says that there will never be one
• Anyone who says crises are strictly for others, not for us
• Anyone who says planning for crises is a waste of time

What Can Go Wrong?

Many things can go wrong during a crisis, turning even the best-laid plans into nonsense. These include:

• Mass panic, making nonsense of best-laid plans
• Too many people wanting to be spokespersons
• Wanting to run away from media enquiries
• Getting angry with the intrusiveness of media
• Speculation about causes to satisfy media demands or personal motives
• Not being prepared to ask for help
• Not listening to friends who want to help
• Allowing lawyers to dictate how to deal with the problem

What makes a “good” crises?

A "good" crisis is one where the organization effectively communicates the following three elements: WHAT HAPPENED? WHAT IS BEING DONE ABOUT IT? ORGANIZATION’S CONCERN & UNDERSTANDING.

⭐ Key Takeaways

The most critical takeaways from this lecture are: (1) PR and marketing have fundamentally different roles — marketing focuses on customers and sales, while PR manages the entire operational environment and organizational reputation. (2) Marketing public relations is a specific function where PR serves marketing objectives within the promotional mix. (3) PR contributes to marketing by providing market intelligence, identifying message inconsistencies, and offering a broader view of the operating environment. (4) To avoid crises, professionals must reject denial, embrace planning, and recognize that crises can happen to any organization. (5) A successful crisis response must address three key questions: what happened, what is being done, and demonstrating organizational concern and understanding.

🧠 Quick Revision Questions

1. What are three key differences between how marketing and PR see things?
2. What is "marketing public relations" and how does it differ from general PR?
3. List three reasons why marketing should take PR seriously.
4. What three beliefs or statements should be avoided to prevent crises?
5. What are the three components that make a "good" crisis response?

📘 Lecture 45 — FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER

📖 Overview: This lecture focuses on the newsletter, described as the most important tool of public relations. It explains the role, importance, and different types of newsletters while detailing the fundamental segments required for a successful publication. Understanding these principles is crucial for any PR professional aiming to maintain effective and timely communication with their audience.

🗂️ Topics Covered

The lecture covers the definition of a newsletter by purpose, distribution, format, and frequency. It introduces the concept of Management By Objective (MOB) with three objectives: entertainment, information, and persuasion. The lecture then walks through the critical PR process steps of research, planning, implementation, and evaluation as applied specifically to newsletter creation and management.

📝 Lecture Summary

Overview

The most important tool of public relations is the newsletter. Despite various developments in the techniques and applications of PR, the newsletter still maintains significant importance as a public relations tool. This lecture highlights the fundamentals of a successful newsletter, explaining its role, importance, and different types and kinds.

Important Segments

The lecture outlines six important segments for a successful newsletter:

• RESEARCH
• PLANNING
• WRITING
• PRODUCTION
• DISTRIBUTION
• EVALUATION

Definition By Purpose

A newsletter can be defined by understanding the demographic distribution of the reading audience and the psychographic consideration of why the audience is reading your newsletter. Types defined by purpose include:

• Constituency newsletter
• Employee or member newsletter
• For profit newsletters
• Advocacy newsletters 💡 Why this matters: Choosing the right purpose ensures your newsletter resonates with the specific needs and motivations of your target audience.

Defined By Distribution

• Internal newsletters: Distributed within the organization, for everyone from clerk to CEO.
• External newsletters: Distributed to a more narrowly defined group with a common interest.

Defined By Format

• 2 Elements: Size and Cover Design.
• Common design: 8 1/2 X 11 inch page.
• 4 categories: Vertical Publications and Horizontal Publications.
• Using 11 x 17 inch paper

Defined By Frequency

• Published on a regular basis.
• Information should be timely.
• Can be published weekly, monthly, or quarterly.
• Primary purpose: to keep in touch.

Management By Objective (MOB)

The lecture introduces Management By Objective (MOB) with 3 Objectives:

• Entertainment
• Information
• Persuasion

The Right Questions

Before starting, one must ask the right questions:

• Is newsletter a proper medium for your Message?
• Defining target audience.
• Defining a goal.
• Setting objectives & evaluate techniques to achieve the goals set.
• Developing an editorial statement.

Planning — Making The Right Choice

Planning involves making choices regarding:

• Determining quality.
• Determining format.
• Determining frequency.
• Determining budget for publication.
• Selecting content.
• Deciding on a design.
• Selecting an effective name.

Implementation - Doing Right Things

Implementation is the stage of "doing right things" and includes:

• Gathering information for stories.
• Writing stories & editing them.
• Writing headlines.
• Arranging or taking photos.
• Obtaining additional artwork.
• Copy fitting stories.
• Typesetting stories.
• Printing the newsletter.
• Distributing the newsletter.

Evaluation — Keeping It On Right Track

Evaluation involves:

• Testing your message in advance of distribution.
• Monitoring effectiveness of the newsletter.
• Evaluating messages during & following the programme.

⭐ Key Takeaways

The newsletter remains a vital PR tool defined by its purpose, distribution, format, and frequency. The Management By Objective (MOB) model with its three objectives of entertainment, information, and persuasion is a core framework. Success depends on asking the right questions about the audience and goals, followed by careful planning, disciplined implementation, and continuous evaluation. The process must be cyclical, from research and planning through writing, production, and distribution, ending with evaluation to keep the newsletter on the right track.

🧠 Quick Revision Questions

1. What are the six important segments for a successful newsletter?
2. Name the four types of newsletters defined by their purpose.
3. What are the three objectives of the Management By Objective (MOB) approach?
4. What are the two elements of newsletter format that must be considered?
5. List three key activities involved in the "Evaluation" stage of newsletter production.