MCM401 — Midterm Summary (Lectures 1–22)

📘 Lecture 1 — Introduction & Brief History

📖 Overview: This lecture introduces the fundamentals of Public Relations, its historical origins, and its true meaning beyond common misconceptions. It explains how PR has existed since ancient civilizations and contrasts historical communication techniques with modern methods, establishing a foundation for understanding the discipline's evolution and practical applications.

🗂️ Topics Covered

The lecture covers four major areas: an introduction to Public Relations explaining its ancient origins through pictograms, cave paintings, and religious texts; the history and evolution of PR as a communication practice; the meaning and definitions of Public Relations including Edward Burneys' universally accepted definition and a simple "P for Performance, R for Result" interpretation; and the various techniques of PR from ancient wall paintings to modern billboards and electronic media.

📝 Lecture Summary

Introduction

The subject of Public Relations is not new—it has been practiced since time immemorial. Man has always tried and wanted to communicate to make himself understood. Examples include pictograms (Chinese characters still serve as an example), wall paintings in caves of primitive people from thousands of years ago, writings on stone tablets, ancient buildings, pyramids, early temples, mosques, and cave paintings in Zimbabwe bearing pictorial messages. Holy Books also communicate and tell people about faith. Therefore, it is appropriate to say that public relations are as old as civilization itself.

Meaning of Public Relations

Nowadays, PR is misunderstood and is often thought to simply try to create a favorable image or climate of opinion and/or improve a tarnished image. This is not true. This is only marketing and advertising, which is only a segment of PR. PR is about creating understanding through knowledge, which often involves effective change. So, PR is a form of communication which applies to any sort of organization, commercial or non-commercial, in the private or public sector.

Definitions of Public Relations

The universally accepted definition of public relations, as per Edward Burneys—popularly known as the Father of PR—is:

"It is a planned & sustained effort to establish and maintain mutual understanding between an organization & its publics."

However, Quentin Bell, another PR consultant, thought the word "persuasion" would be better than "mutual understanding." Some PR professionals also described PR as a "phenomenon & necessity of our times."

🔑 Definition — Public Relations (Edward Burneys): A planned and sustained effort to establish and maintain mutual understanding between an organization and its publics.

📐 Formula: PR = Planned Communication → Mutual Understanding → Sustained Relationship

Simple Definition

For better understanding, if we take the two initials of the word Public Relations—i.e., "P" and "R"—then we define "P" for Performance for Public and "R" for Result as against "Relations."

🔑 Definition — Simple Definition of PR: "P" stands for Performance for Public, and "R" stands for Result—emphasizing that PR is about achieving results through performance directed at the public, rather than just managing relations.

Different Techniques of PR

In the olden days, for PR purposes people used pictograms (Chinese characters are still an example), wall paintings in caves about primitive people from thousands of years ago, writings on stone tablets, ancient buildings (e.g., pyramids, early temples, and mosques), and cave paintings in Zimbabwe that bear pictorial messages. Holy Books communicated and told people about faith.

In modern times, the visible PR techniques used to achieve defined objectives include: billboards, handouts, print and electronic media, sponsorships, free sampling, corporate identity practices, audio and video mediums, conferences, seminars, and special offers.

💡 Why this matters: Understanding the evolution from ancient to modern PR techniques shows that the core principle—communicating with a target audience—remains unchanged, even as the tools and technologies have dramatically transformed.

⭐ Key Takeaways

The most critical takeaway is that Public Relations is not merely about creating a favorable image or improving a tarnished reputation—that is marketing and advertising, which are only segments of the broader PR field. PR is fundamentally about creating understanding through knowledge, often involving effective change, and it applies to all organizations whether commercial, non-commercial, private, or public sector. Edward Burneys' definition—PR as a planned and sustained effort to establish mutual understanding between an organization and its publics—remains the universally accepted standard, though some practitioners prefer "persuasion" over "mutual understanding." The simple formula "P for Performance, R for Result" provides an easy way to remember PR's core purpose. Finally, PR techniques have evolved from ancient pictograms and cave paintings to modern billboards, electronic media, sponsorships, and conferences, but the underlying need to communicate effectively has existed since the dawn of civilization.

🧠 Quick Revision Questions

1. According to Edward Burneys, what is the universally accepted definition of Public Relations?
2. What is the simple definition of PR using the initials "P" and "R"?
3. Why is it incorrect to say that PR is only about creating a favorable image or improving a tarnished image?
4. List three techniques used for PR in ancient times and three techniques used in modern times.
5. Who is known as the "Father of PR," and what modification did Quentin Bell suggest to Burneys' definition?

📘 Lecture 2 — HOW DOES PR WORK

📖 Overview: This lecture explores how public relations functions within different types of organizations. It examines the five phases that influence people's attitudes, the objectives PR aims to accomplish, and the essential dos and don'ts for practitioners. Finally, it outlines the keys to success in the public relations profession.

🗂️ Topics Covered

The lecture begins by classifying twelve types of organizations where PR operates. It then explains the five phases affecting people's attitudes: determining public attitude, analyzing opinion, formulating policy, planning improvement, and implementing activities. The lecture lists what PR accomplishes, provides a list of do's and don'ts for practice, and concludes with the two keys to success: management cooperation and the character of the PR practitioner.

📝 Lecture Summary

How does PR work.

Whether the PR of an organization is sound or not depends upon the type of organization and on a situation at a given time. It is therefore imperative to assess how PR serves various organizations.

Classification of Organizations

The lecture classifies organizations into twelve types: 1) A business corporation, 2) A trade organization, 3) A non-profit organization, 4) A public utility company, 5) A communication medium (including newspapers, radio stations, TV channels), 6) An educational institution, 7) A financial institution, 8) A religious group, 9) A political party, 10) A labor union, 11) A travel group, and 12) A government agency. Although PR activity will vary across these classifications, basic and broad principles remain common. The hallmark of good PR policy is to attract and achieve the goodwill of the concerned public.

5 Different Phases which Affect People's Attitude.

Public relations for business involves complete analysis and understanding of all the factors that influence people's attitudes. It usually has five phases:

I. Determining the attitude of public towards the company/organization. This may involve the employees, customers, shareholders, or other segments of the public. When attitudes are known, it is possible to see where the company is misunderstood and where its policies create unfavorable opinion.

II. Analyzing the state of opinion. Investigation might disclose unrest among employees that could break out into serious uprising, or shareholders may express a desire to know more about the company and its products.

III. Formulation of policy. Analysis may indicate that certain company policies should be modified to improve attitudes held by certain groups. This often involves eliminating causes of misunderstanding and misinterpretation.

IV. Planning means of improving opinion/attitude of public. With an understanding of what people think and a clarification of company policies, the groundwork is laid. Next comes the programming of activities that will explain the company and its products, overcome misunderstanding, and promote goodwill.

V. Implementing planned activities. The tools of public relations — publicity, institutional advertising, printed materials, employee activities, shareholders reports, company publications — are then employed to do the job.

What does Public Relations Accomplish?

There are many objectives achieved through expert public relations activity. Any one, any group, or all of them may be the basis for a company's PR program. Professional PR directs every activity toward reaching a selected objective. Objectives include:

• Prestige or favorable image and its benefits.
• Promotion of product and sales, ideas and rewards.
• Goodwill of Employees.
• Prevent and solve labor problems.
• Goodwill of stock/shareholders.
• Overcoming misconceptions and prejudices against the company.
• Goodwill of customers/consumers.
• Formulation and guidance for making policies.

Do'S and Don'ts IN PUBLIC RELATIONS

To practice PR effectively, certain rules must be followed:

• ✅ Do learn a great deal about all your publics (employees, investors, suppliers, customers).
• ✅ Do hire someone to assist you if you are overcommitted.
• ✅ Do use PR thinking before any new policy is developed, not just to "mop up" after mistakes.
• ✅ Do ensure people close to you understand your PR thinking and program.
• ✅ Do seek assistance from executives and employees in developing good PR.
• ❌ Don't depend too much on your own guesswork; use adequate and objective surveys.
• ❌ Don't try to communicate too many points; select a very few points — preferably just one — to get across to any given public.
• ❌ Don't forget that PR should be supported by performance that deserves the goodwill of your public.

💡 Why this matters: These guidelines distinguish professional, ethical PR from superficial publicity efforts and emphasize that PR must be proactive, research-based, and integrated into policy-making.

Keys to Success in Public Relations

1. MANAGEMENT MUST UNDERSTAND AND COOPERATE WITH PR ACTIVITY. The busy senior executive needs time for concentrated study of PR, calling on specialists for guidance. In policy formation, PR serves as a voice of conscience as well as a useful business technique. Without management's understanding and support, it is impossible for PR to aid in policy formation.

2. PUBLIC RELATIONS COUNSELLER / MANAGER MUST BE OF SOUND CHARACTER. The PR manager must be highly sensitive to the thoughts and feelings of others, putting himself in the other person's shoes. He must concentrate on finding desirable ways of presenting his viewpoints effectively, supported by sound character, conviction, and personal ethics of the highest standards.

⭐ Key Takeaways

PR effectiveness depends on both the type of organization and the situation, though core principles remain universal. The five-phase process—determining attitudes, analyzing opinion, formulating policy, planning improvement, and implementing activities—provides a systematic framework for building goodwill. PR aims to achieve multiple objectives including prestige, employee and shareholder goodwill, and overcoming misconceptions, but must focus on selected goals rather than mere volume of clippings. Success requires management cooperation and a PR practitioner of sound character who can empathize with others and adhere to the highest ethical standards.

🧠 Quick Revision Questions

1. List the twelve classifications of organizations mentioned in this lecture.
2. What are the five phases that affect people's attitudes toward an organization?
3. What are the specific tools used in the "implementing planned activities" phase of PR?
4. Why should PR be used before a new policy is developed, rather than after mistakes are made?
5. What are the two keys to success in public relations, and why is each important?

📘 Lecture 3 — PUBLIC RELATIONS DISTINGUISHED.

📖 Overview: This lecture distinguishes public relations from other organizational activities used for image projection and message delivery. It clarifies the precise differences between PR and advertising, marketing, sales promotion, publicity, and propaganda. Understanding these distinctions is essential for accurately applying the correct communication strategy in professional settings.

🗂️ Topics Covered

The lecture begins by distinguishing public relations from advertising, explaining why they are often confused and providing a clear definition of each. It then differentiates PR from sales promotion, distinguishing short-term schemes from broad-based relationship management. Next, it contrasts PR with propaganda, emphasizing credibility versus persuasion. The lecture also separates PR from publicity, explaining the causal relationship between them. Finally, it describes the organization and functions of a Public Relations Department, including the size, staffing, role, and four-fold specialist tasks of the PR Manager, with a typical organizational chart.

📝 Lecture Summary

Difference between PR & Advertising

Public relations and advertising are often confused but are fundamentally different. Advertising presents the most persuasive possible selling message to the right prospects at the lowest possible cost. Public relations, on the other hand, focuses on informing, educating, and creating understanding through knowledge. Advertising is more successful when prior PR activity has created "Market Education" — knowledge and understanding of the product or service. Thus, advertising is merely a tool of PR.

🔑 Definition — Market Education: The creation of knowledge and understanding of a product or service through prior PR activity, which makes subsequent advertising more successful.

Key differences between PR and advertising:

1. PR is not a form of advertising; it is a bigger activity.
2. PR relates to all communications of the total organization, while advertising is mainly limited to marketing functions.
3. PR is neither "free advertising" nor "unpaid for advertising" — it is time-consuming and time costs money.
4. An organization may not use advertising, but every organization is involved in PR.
5. PR embraces everyone and everything, while advertising is limited to special selling and buying tasks.
6. Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably.
7. PR is about creating understanding through knowledge ("Market Education"), which is the basis of effective marketing policy applied to every part of the marketing mix.

Difference Between PR & Sales Promotion

Sales promotion consists of short-term schemes, usually at the point of sale or in direct response marketing, to launch products or to revive or increase sales. Though sales promotion may have PR aspects, it is not PR. PR is confused with sales promotion mainly because sales promotion brings the producer closer to the consumer. Sales promotion consists of short/long-term specific schemes, while PR takes care of larger benefits through broad-based plans based on knowledge.

Difference Between PR & Propaganda

Propaganda is the means of gaining support for an opinion, creed, or belief. It is another form of communication and is by no means PR. Successful PR must be credible, whereas propaganda is liable to invite suspicion or at least disagreement.

Difference Between PR & Publicity

Publicity results from information being made known. Key relationships are:

• Publicity results from information being made known by a PR plan.
• PR is very much about the behavior of individuals, organizations, products, and services.
• Publicity only yields an image, subject to PR which provides adequate knowledge for that image.

Public Relations Department

When a company is engaged in significant PR work, it should be handled through an internal Public Relations Department. The PR Practitioner is more of an All Rounder — simultaneously a communicator, advisor, and campaign planner.

Size of a PR Department

The size of a PR department depends on: a) Size of the organization b) Value placed on PR by management c) Special PR requirements of the organization

For example, a mass consumer product manufacturer may spend more on advertisement than PR, while a technical or industrial company may spend little on advertisement but rely strongly on PR.

PR Department Staff

A PR department may consist of no more than a PR Manager and a secretary with word processing capability. Depending on activity and size, the organization may also have a Press Officer, photographer, and presentation specialist.

Role Of PR Manager

The PR Manager is the executive who manages the company's PR. Responsibilities include:

• Setting targets or defining objectives for PR operations
• Estimating working hours and other resources that need to be costed
• Deciding priorities that control choice of publics, media, timing, and use of manpower and equipment
• Deciding the feasibility of carrying out objectives in light of available funds, staff, and equipment

Four Fold Specialist Task Of PR Manager

1. To establish and maintain a correct image of the organization and its policies, products, services, and personnel.
2. Monitor outside opinion and convey this intelligence to management.
3. Advise management on communication problems, solutions, and techniques.
4. Inform all publics about policies, activities, products, services, and personnel so that maximum knowledge and understanding is won.

A Typical Organization Chart Of A PR Department

[Chart described in text but not visually provided — typically includes PR Manager at top, with departments such as Press Office, Publications, Events, Community Relations, etc.]

⭐ Key Takeaways

You must remember that PR is a broader, more foundational activity than advertising, which is merely a tool within PR's scope. PR creates "Market Education" through knowledge, while advertising persuades. Unlike short-term, specific sales promotion schemes, PR takes care of larger benefits through broad-based plans. PR must be credible, while propaganda invites suspicion. Publicity is a result of PR activity, not the activity itself. Finally, the PR Manager is an all-rounder responsible for image management, monitoring opinions, advising management, and informing publics.

🧠 Quick Revision Questions

1. What is "Market Education" and why is it important for advertising?
2. List four key differences between public relations and advertising.
3. How does public relations differ from sales promotion?
4. What is the fundamental difference between successful PR and propaganda?
5. What are the four specialist tasks of a PR Manager?

📘 Lecture 4 — Publics of PR

📖 Overview: This lecture identifies the wide range of jobs performed by a public relations department, which vary by organization but share common core functions. It then introduces the concept of publics in PR, explaining why defining and categorizing these groups is essential for effective PR planning, resource allocation, and campaign success.

🗂️ Topics Covered

The lecture first presents an A-to-Z list of duties undertaken by PR departments, covering everything from writing press releases to evaluating campaign results. It then defines the two major categories of publics (internal and external), provides a generalized list of expanded publics, explains the importance of defining publics, outlines the consequences of failing to do so, and gives several practical examples of different publics.

📝 Lecture Summary

A To Z Of Work Undertaken By PR Department

The PR department has multifarious duties to perform. These include writing and distributing news releases, photographs, and feature articles to the press, and compiling press lists. PR also involves organizing press conferences, receptions, and facility visits, as well as maintaining a media information service and arranging press, radio, and television interviews for management. Other duties include briefing photographers, maintaining a picture library, editing internal staff magazines and external journals, and producing print materials like educational literature, annual reports, and induction literature. The department also commissions audio-visuals, organizes PR exhibitions and displays, and manages all forms of corporate identity and house styling (e.g., logos, color schemes, vehicle livery). Additional responsibilities include handling PR sponsorships, organizing works visits, attending board and executive meetings, liaising with PR consultancies, training PR staff, commissioning opinion surveys, supervising advertising, and liaising with politicians and civil servants. The department also arranges VIP visits, celebrates centenaries, and organizes feedback from press cuttings and monitoring reports. Finally, the PR team is responsible for analysis of feedback and evaluation of results against declared objectives.

Publics of PR

Although the publics of public relations can be various, they can basically be divided into two major categories: Internal and External. With operations, problems, and expectations increasing manifold, these categories have expanded a lot. For understanding purposes, a generalized list of expanded publics includes: The Community; Potential Employees; Employees; Suppliers of services and materials; Investors (the money market); Distributors; Consumers and users; and Opinion leaders. 💡 Why this matters: Understanding these categories is the foundation for all PR strategy.

Why Should We Know Or Define Publics?

Unless we know our publics, it will be almost impossible to plan a proper and useful PR campaign. The purposes of determining and defining publics are: To identify all groups of people relative to a PR program; To establish priority within the scope of the budget and resources; To select media and techniques; and To prepare the message in acceptable and effective forms.

What Happens If We Do Not Define Publics?

If we do not define or know our publics, several problems will arise. Efforts and funds will be scattered indiscriminately in the attempt to reach too many publics. The same message will be issued irrespective of its suitability for different groups of people. Work would not be timed to make the most cost-effective use of working hours, materials, and equipment. As a result, management would be dissatisfied with the lack of results and would be justified in regarding PR as being intangible and a waste of money. The PR practitioner may be branded as incompetent, which is a total disaster from a PR point of view.

Few Examples of Publics

Examples of publics include: Members, donors, voluntary workers; Beneficiaries and users of the service; Potential supporters and helpers; Suppliers of services and materials; Politicians and political parties; Various Groups; Central and local government officials; Medical and health professionals; Charities; Opinion leaders; MPAs, MNAs, Senators; Distributors and travel agents; Convention organizers; Transport operators (rail, sea, air, road); Banks, credit card and travelers’ cheque operators, currency dealers; Hotel owners including international hotel groups; Visitors (holidaymakers, business people, students); Conference delegates and sportspeople; Opinion leaders (writers, politicians, teachers); Community in vicinity of a manufacturing industry; Potential staff (local labor, management, sales); All grades of staff (management, office, factory, warehouse, transport, sales); Suppliers of local services and raw materials; The stock market (city editors, investment analysts, buyers, shareholders); Consumers (present and potential, including school children); and Trade unions and trade associations.

⭐ Key Takeaways

The PR department performs an extensive A-to-Z range of duties, from media relations and internal communications to event management, corporate identity, and research evaluation. Publics are broadly categorized as internal and external, but a detailed understanding of specific groups (e.g., investors, employees, community, media) is critical. Defining publics allows for strategic priority setting, appropriate media selection, and tailored message creation. Failing to define publics leads to wasted resources, untargeted messaging, and management dissatisfaction, which can damage the PR practitioner’s credibility. Real-world examples show that publics can include stakeholders as diverse as government officials, trade unions, hotel owners, and school children, depending on the organization.

🧠 Quick Revision Questions

1. List five duties from the A-to-Z of PR work that involve direct communication with the media.
2. What are the two major categories of publics in public relations?
3. Why is it important to define publics before planning a PR campaign? Give two reasons.
4. What are three consequences of failing to properly define a PR campaign’s publics?
5. Name three different types of “opinion leaders” that can be considered a public for certain organizations.

📘 Lecture 5 — Planning Public Relations Programmes

📖 Overview: This lecture explains the methods and essentials of planning public relations programmes, emphasizing how these can be structured for tangible results. It covers the systematic approach to PR planning from situation analysis through to results assessment, adaptable to both large-scale and modest requirements.

🗂️ Topics Covered

The lecture covers four key reasons for planning PR programmes, presents a six-point PR planning model, and explains each component in detail: appreciation of the situation with a negative-to-positive spectrum, definition of objectives with 12 specific examples, identification of expanded publics, selection of appropriate media and techniques, budget planning using a five-point strategy, and methods for assessing results both qualitatively and quantitatively.

📝 Lecture Summary

4 Reasons for Planning PR Programmes

Planning public relations programmes is essential for four fundamental reasons. First, it helps set targets for PR operations against which results can be assessed. Second, it enables estimation of working hours and other costs involved in implementing the PR plan. Third, it allows selection of priorities that control the number and timing of different operations in the programme. Fourth, it helps decide the feasibility of carrying out declared objectives according to availability of sufficient staff of proper caliber, specific equipment like computers, cameras, vehicles etc., and adequate budget.

💡 Why this matters: Without proper planning, PR efforts become unfocused, costs spiral, and results cannot be measured effectively against objectives.

6 Point PR Planning Model

In order to plan a successful and result-oriented PR plan, the following model should be adopted:

• Appreciation of the situation
• Definition of objectives
• Definition of publics
• Selection of media & techniques
• Planning of a budget
• Assessment of results

Appreciation Of The Situation

Before preparing an effective strategy, the gravity of the situation must be assessed. The lecture presents a negative-to-positive situation spectrum: HOSTILITY → PREJUDICE → APATHY → IGNORANCE (negative side) moving to KNOWLEDGE → INTEREST → ACCEPTANCE → SYMPATHY (positive side). Understanding where your target public falls on this spectrum is crucial for appropriate strategy development.

Methods Of Appreciating A Situation include: opinion, attitude or image surveys; press clippings and monitored broadcasting scripts; sales figures trends and sales report indications; state of competition within and from imports; share price if Public Company, dividends, balance sheet; industrial relation situation; customer complaints, test reports and product performance; discussion with sales force and distributors; prices and effect of price changes; market forces, economic, social and political.

Definition Of Objectives

Objectives must be clearly defined. The lecture provides twelve specific examples of PR objectives:

1. Change the image because company has changed its activities
2. Improve the caliber of job applicants
3. Tell people about little known story of the company and gain credit for achievement
4. Make company known in new local and international markets
5. Prepare stock market for a new share launch
6. Improve community relations following public criticism based on misunderstanding
7. Educate installers, users or consumers about the product
8. Regain public confidence after a disaster portraying company as inefficient
9. Establish a new corporate identity
10. Support a sponsorship scheme
11. Make politicians better informed about company's activities
12. Propagate company's research activities

Definition of Publics

When determining objectives, identifying the target public is essential. The lecture expands on previously discussed internal and external classifications to present Expanded Publics:

• The Community
• Potential Employees
• Employees
• Suppliers of services and materials
• Investors — the money market
• Distributors
• Consumers and users
• Opinion leaders

Selection of Media & Techniques

Once objectives are worked out and publics selected, appropriate media must be chosen. The lecture classifies media into three categories:

🔑 Definition — Print Media: Press, Printed Material, Direct Mail, House Journals

🔑 Definition — Electronic Media: Radio, Television

🔑 Definition — Miscellaneous Media: Exhibitions, Air balloons and ships, Electronic Bill Boards

💡 Why this matters: Only the selection of proper media for the identified publics will yield positive results — wrong media selection can waste entire PR investment.

Planning of PR Budget — 5 Points For Planning PR Budget

Before launching a PR plan, a budget must be worked out using this five-point strategy:

1. Determine what it will cost to carry out a PR Plan
2. Determine what sort of plan can be carried out for a given sum of money
3. After agreeing to cost and plan, budget provides a checklist of tasks to be done as per a timetable
4. Budget sets a discipline for both expenditure and over-expenditure
5. After completion of campaign, results can be measured against the budget

Assessment Of Results

Once all essentials are in place, assessing results against objectives is imperative. Assessment should follow these lines: evaluate results, adopt proper evaluating methods, and compare results against objectives.

🔑 Definition — Qualitative results: Results that may not be measurable statistically but evident through experience and self-evident qualities, such as evidence that job applicants are better educated and more proficient than before.

🔑 Definition — Quantitative results: Results that show measurable outcomes like increased sales, awareness, reduced number of complaints, increased job applicants, oversubscription of shares, or increased number of mentions of the company name in the media.

⭐ Key Takeaways

The six-point PR planning model (appreciation of situation, definition of objectives, definition of publics, selection of media and techniques, budget planning, assessment of results) provides a systematic framework that students must memorize for exams. Understanding the negative-to-positive spectrum (hostility through sympathy) helps in tailoring messages appropriately for each stage. The twelve specific PR objectives serve as both examples and a checklist for real-world situations. Budget planning is not merely about costs but serves as a discipline tool and measurement baseline. Finally, results assessment must accommodate both qualitative and quantitative measures since not all PR outcomes can be statistically measured.

🧠 Quick Revision Questions

1. What are the four reasons for planning PR programmes according to this lecture?
2. List all six components of the 6 Point PR Planning Model in correct order.
3. What are the four negative and four positive stages on the situation spectrum, arranged from most negative to most positive?
4. Name at least six of the ten methods for appreciating a situation.
5. What is the difference between qualitative and quantitative results in PR assessment?

📘 Lecture 6 — Medias of PR

📖 Overview: This lecture provides a broad outline of the various media used in public relations, classifying them into print, electronic, and other media. It also introduces the specific media used for internal and external publics, and outlines the basic principles for working with the press.

🗂️ Topics Covered

The lecture begins by classifying PR media into three main categories: print media (press, printed material, direct mail, house journals), electronic media (radio, television), and other media (exhibitions, airships, electronic billboards, mobile vehicles). It then discusses media for internal publics (company newsletters) and their objectives, followed by media for external publics (newspapers, magazines, radio, television). The lecture concludes with principles for working with the media, focusing on essential points to know about the press and principles of good press relations.

📝 Lecture Summary

Overview

This lecture explains the various medias of public relations and their classifications and usages. It provides a broad outline at this stage, as these will be individually dealt with in later lectures.

Medias Of PR

Three main categories of PR media are presented:

I. Print Media:

• Press: National & Regional newspapers, magazines, directories, year books & annual reports etc..
• Printed Material: Educational, informative, prestige, promotional, balance sheets etc..
• Direct Mail: Personal letters, direct correspondence, mailing information etc.
• House Journals: Company newsletters both internal and external.

II. Electronic Media:

1. Radio -- National, Local, International etc.
2. Television – National, Regional, Tele text etc.

III. Other Media:

• Exhibitions: Special PR exhibitions, Trade & Public shows, trade fairs local and overseas.
• Airships: Gas filled air balloon ships for promotional purposes.
• Electronic Bill Boards: New concept & replacements for conventional bill boards.
• Mobile Vehicles: New type of scrolling computer aided advertisements.

Media for Internal Publics (Co Newsletter)

Objectives:

1. The value of understanding, teamwork and commitment by employees in achieving bottom line results.
2. The need to build a strong management-employee communication network for more than job related also key business & public issues.

7 Conditions for better working:

1. Confidence & Trust between employer & employees.
2. Candid information flowing freely up, down & sideways.
3. Satisfying status & participation for each person.
4. Continuity of work without strife.
5. Healthful surroundings.
6. Success for the enterprise.
7. Optimism about the future.

Media for External Publics.

• Newspapers.
• Magazines.
• Radio.
• Television.

Working with the Media (Basic Principles)

• Understand Media.
• Know each Media.

Essential Points to know about Press:

• Editorial Policy.
• Frequency of Publication.
• Copy Date.
• Circulation Area.
• Readership Profile.
• Distribution Method.

Principles of Good Press Relations:

• Maintain 2 ways Relationship.
• Establish reputation of reliability.
• Provide good copy.
• Cooperation in providing material.
• Provide Verification Facilities.
• Building Personal rapport with the Media.

⭐ Key Takeaways

The most critical things to remember are the three broad classifications of PR media: print, electronic, and other media. For internal publics, a company newsletter is key, with seven conditions for better working including confidence, candid information, and optimism. For external publics, the main media are newspapers, magazines, radio, and television. Finally, building strong press relations relies on understanding the press (including its editorial policy and readership profile) and adhering to principles of reliability, cooperation, and personal rapport.

🧠 Quick Revision Questions

1. What are the three main categories of PR media?
2. Name three types of "Other Media" mentioned in the lecture.
3. List two objectives of media for internal publics (company newsletters).
4. What are the seven conditions for better working?
5. What are the six principles of good press relations?

📘 Lecture 7 — Press Relations in PR

📖 Overview: This lecture examines press relations as a core function of public relations. It explains the six key principles for maintaining effective press relations, defines what constitutes news and a news release, and provides a detailed methodology for writing effective press releases using the 7-point formula. Understanding these concepts is critical for PR professionals who must bridge their organization with the media.

🗂️ Topics Covered

The lecture covers the six points for good press relations, the definition of press relations (extending beyond print media), the definition of news and news releases. It then delves into the essential points for preparing a news release, the two fundamental characteristics of news writing, the detailed 7-point formula for structuring a release, and the model layout and "secrets" for a good news release.

📝 Lecture Summary

Overview

In this lecture, we study press relations, its methods, how a PR professional maintains them, and the basic ingredients for good press relations. The students will also learn the definition of press relations and be apprised of news, news releases, and how these should be written.

6 Points For Good Press Relations

A good public relations practitioner will take the following six steps to maintain good relations with the press. First, they will maintain a Two-Way Relationship. Second, through their conduct, they will establish a reputation of reliability. Third, they will always provide the press with good copy. Fourth, they will always cooperate with the press in providing material. Fifth, they will provide verification facilities as and when required. Sixth, the PR practitioner will build a personal rapport with the media.

Definition (of Press Relations)

The word "Press," as commonly known, should not be confined to the print press; it covers all news media, including radio, TV, and cinema. The objective of press relations is to "create knowledge & understanding," not simply to publish what the employer or client wants printed for favorable mentions. All press material should be of "interest & value" to the readers, listeners, or viewers, as the material is likely to be used and the resultant publicity will ultimately please the client or employer.

🔑 Definition — News: News is information which is not already known to recipients.

News Release

Whenever a news release has to be prepared, several essential points should be kept in mind.

1. The Test of a PR Story: This means the story has news worthiness; the information will be of interest to readers and is therefore worth publishing.
2. Bad Releases are Bad PR: A news release creates an image of the organization in the critical eye of the editors. A badly written release will create a very bad impression of the sender’s organization.
3. Good Presentation: Primarily, four things contribute to happier relations with the press. Releases should be composed in a style acceptable to journalists. Releases should be in manuscript style, and not in business letter style. Releases should be appropriate to the journals to which they are sent. Carefully select journals to which releases are sent and send them well ahead of the time of publication.

How Should The News Releases Be Written?

The easiest way to learn how to write a news release is to study newspaper reports and observe how they are written; there is a special technique. Two fundamental characteristics will be apparent from reading newspapers. First, the subject is stated in the opening words. Second, the opening paragraph is a summary of the whole story.

The 7-Point Formula

The 7-point formula provides a structured approach for writing a news release.

1. Subject - What is the story about?
2. Organization - What is the name of the organization?
3. Location - Where is the organization located?
4. Advantages - What is new? What are the benefits?
5. Details – What are the colors, sizes, prices, performance figures, or other details?
6. Applications – What are the uses and who are the users?
7. Source – Is this different from the location? Example: location might be where the work is done, source will be the head office.

Model Layout of a Press Release

A standard press release layout includes several key elements. It should have a Logo, a Headline, and an Opening paragraph that summarizes the whole story, states the subject in the first few words, and gives a brief name of the organization, location, and highlights. The body includes Details (specifications, prices), Advantages (what is new, different), and Applications (uses and users). The release ends with the Source of the product or service, including the full name, address, and telephone number of the organization or PR consultancy. The first paragraph should not be indented, use double spacing, and have good margins on both sides.

💡 Why this matters: This structure ensures that even if an editor only reads the first paragraph, or if the article is cut from the bottom, the most critical information is always communicated first.

Why the 7-Point Formula?

The value of the 7-point formula can be summarized as follows. It provides a checklist of data before writing a press release. It acts as the plot for the release, indicating the sequence of information. It provides a checklist to apply after writing the release. It proposes an orderly sequence of information. The first paragraph should always state the subject and the name of the organization (although not the full business address). The last paragraph should state the full name, address, and telephone numbers of the organization.

Secrets of a Good News Release

In order to explain further, key points for writing a good news release are enumerated below. A good press release should have short paragraphs, short sentences, and simple words. The story should not be more than one page. The use of superlatives should always be avoided, such as "the world’s biggest." Avoid vague generalizations like "economical - money saving." Do not use clichés like "unique, wide range, this point in time." Do not quote remarks from leaders unless they have something special or original to say.

Presentation of a News Release

For an effective and authentic news release, the following points should never be ignored as the release is a manuscript. Press releases should be typed on a printed letterhead. Important points should be given headlines. Subheadings will help in emphasizing points. Indented paragraphs will give good looks and evoke an effective response. Capital letters should be used only when necessary. Underlining special points will help in easy identification. Full points or full stops in abbreviations should only be used when necessary. Figures will substantiate your message or claims. Dates are important for up-to-date information. Continuations will inform the reader that the story is still continuing. Quotation marks are essential for quoting sayings. Authorship gives the ownership of the story or release.

⭐ Key Takeaways

The lecture establishes that press relations is a two-way, mutually beneficial relationship built on reliability, cooperation, and personal rapport. A news release must pass the test of newsworthiness, be presented in manuscript style, and adhere to the inverted pyramid structure, placing a summary in the first paragraph. The 7-point formula (Subject, Organization, Location, Advantages, Details, Applications, Source) serves as a critical checklist and structural guide for writing any release. To ensure the release is published, it must be concise (one page), free of jargon, superlatives, and clichés, and its presentation must be professional with proper formatting like headlines and subheadings.

🧠 Quick Revision Questions

1. What are the six steps a PR practitioner should take to maintain good press relations, and why is a "two-way relationship" fundamental?
2. According to the lecture, what is the primary objective of press relations, and how does it differ from simply trying to get favorable mentions for a client?
3. What are the two fundamental characteristics of news writing that can be observed from reading newspapers?
4. List the seven points of the 7-point formula for writing a news release and explain how it serves as a "plot" for the story.
5. Name five "secrets" or rules for writing a good news release, focusing on word choice, sentence structure, and length.

📘 Lecture 8 — CREATED PRIVATE MEDIA

📖 Overview: This lecture explores the various forms of created private media that organizations use to reach specific or specialized publics when mass media is inappropriate. It covers the types, planning, and evaluation of house journals, methods for assessing PR results, and the critical role of marketing research in measuring campaign effectiveness.

🗂️ Topics Covered

The lecture covers created private media including house journals (magazines, newspapers, newsletters, wall newspapers) with their types, planning considerations, and new forms like audio tapes and electronic newspapers. It also discusses other private media such as videos, slides, audio cassettes, educational literature, spoken word, seminars, and private exhibitions. The lecture then addresses evaluating results through qualitative and quantitative methods, marketing research terminology and techniques, and finally press events including conferences, press receptions, and facility visits.

📝 Lecture Summary

Overview

To reach certain publics for achieving particular objectives, mass media like press, radio, and television may not be appropriate, especially for small or specialized groups. One key public is the staff or membership, who may best be reached by a house journal. The main forms of created private media include: House Journal, Videos, Slides, Audio Cassettes, Spoken Word, Private Exhibitions, Seminars, and Educational Literature.

💡 Why this matters: Private media allows organizations to target specific audiences with tailored messages that mass media cannot efficiently deliver.

4 Types of House Journals

1. Magazines — A4 size
2. Newspapers — like a tabloid
3. Newsletter — 2 to 8 pages
4. Wall newspaper — like a poster

Points To Note When Planning A House Journal

1. Determining Readership
2. Quantity
3. Frequency of publication
4. Policy
5. Title
6. Printing process
7. Style & Format
8. Priced or free
9. Advertisements
10. Distribution
11. Budgeting
12. Considerations
13. Obtaining material
14. Designing

New Forms of House Journals

In recent years, four new forms of house journals have given new dimension to management-employee relations:

1. Audio Tapes
2. CD/Video House journals
3. Corporate video
4. Electronic Newspaper

💡 Why this matters: New digital formats improve accessibility, engagement, and timeliness of internal communications.

Videos

CD ROMs, Videos, etc.

Slides

Another important media for TV's, Cinemas, etc. Includes Transparencies, 35mm slides, OHP films.

Audio Cassettes

Use of audio cassettes in cars, conferences, etc.

Educational Literature

For encouraging and explaining the use of a product.

The Spoken Word

Talks, etc.

Seminars & Conferences

Receptions in hotels; basically educational for consumers, users, and beneficiaries so they are made aware of proper usage and benefits.

Private Exhibitions

Could be permanent on company premises or at a special venue/site.

Evaluating Results

Once all parameters of a public relations plan are in place, it is imperative to evaluate results to determine success and benefits. There are basically two types of results:

2 Kinds Of Results:

1. Qualitative: These cannot be measured statistically. Many PR results are of this kind — judged only by experience and self-evident qualities. Example: evidence that job applicants are now better educated, more proficient, or more suitable than in the past.
2. Quantitative: Statistics-based results. Generally self-evident results seen or experienced. Example: percentage increase in awareness, reduced number of complaints, improved sales.

Methods of Assessment:

1. By Enquiries Received: When media coverage produces direct enquiries, their numbers can be totaled. If converted into sales, their value can also be calculated.
2. By Statistical Data: Readership figures and audience ratings can be a good measure.
3. By Source: Give values to each newspaper or magazine and arrive at a source for each news release issued. This varies from product to product.

For a financial/commercial/stock market story (press release), the following chart shows rating valuations (different for household goods):

4. Opinion Polls: Shift of opinion or extent of awareness can be measured by opinion polls. If samples of relevant publics are interviewed every six months, upward or downward trends can be measured.
5. Media Feedback: If media showed misunderstanding, skepticism, or hostility in the past, does media now appear well informed and more sympathetic? This could be a direct result of PR activity such as news releases, feature articles, press information service, press receptions, and facility visits.

Marketing Research

🔑 Definition: Marketing research is "A branch of social science which uses scientific methods to collect information about markets for goods and services."

Research Terminology:

• Population or universe: Both words mean the total number of people relevant to a particular survey (e.g., all dentists, or university students depending on subject of study).
• Respondent or interviewee: A person questioned in a survey.
• Sample: A survey of a proportion of the population or universe to be questioned (not a "free sample").
• Characteristics: Distinctions known to exist in the population.
• Sampling frame: Specification of the kinds of people.
• Random walk: When lists of names and addresses may not exist; random method of calling homes (e.g., select every 10th house).
• Structured interview: Conducted with a prepared questionnaire.
• Depth interview: One with no prepared questionnaire.
• Questionnaire: A specially devised format prepared to meet the particular survey requirement.
• Social grades: Classification of people into socio-economic groups based on incomes — a very effective and useful method for assessment of results.

Marketing Research Methods:

1. Published Survey Findings: Surveys made by official, institutional, or commercial organizations (starting with census of population) — findings published and available to interested parties.
2. Commissioned Surveys: PR practitioners commission surveys for marketing and advertising purposes; results help determine current image and plan PR programs.
3. Advertising Media Research: Useful when measuring press readership and television, radio, and poster audiences.
4. Original Or Primary Research: Original research commissioned for appreciating the situation (using image studies or opinion/attitude surveys) and monitoring PR campaign progress and success.

Types of Research:

• Desk Research: Study of existing statistics and survey reports.
• Field Research: Done by interviewing people "in the field," as when interviewers contact respondents.
• Ad hoc Research: One-off surveys, complete in one project only.
• Continuous Research: Surveys carried out regularly (e.g., monthly) to record changes or trends.

Marketing Research Techniques:

1. Opinion, attitude or shift surveys: Seeking "yes"/"no"/"don't know" answers, often continuous or repeated at regular intervals, to know what people know/think/believe and measure changes in awareness, opinions, or beliefs.
2. Consumer Panels: A recruited group of respondents who serve more or less permanently to answer questions or test products.
3. Motivational Research: Uses techniques similar to clinical and intelligence testing to reveal hidden motives instead of stated opinions.
4. Discussion Group: A much modified and less expensive form of motivational research.
5. Tele(phone) Questionnaire: Surveys of distant or scattered respondents conducted by pre-arranged telephone interview — useful in industrial research.
6. Postal Questionnaire: Posted to respondents; return of completed forms depends on motivation or cooperation, perhaps because they are committed to the subject.
7. Coupon Survey: Survey published in the press; weakness is that only very interested people submit answers.
8. Dealer, retail or shop audit: A form of continuous research where stocks and invoices of a recruited panel of dealers are checked at regular intervals. Figures show goods bought and remaining in stock, revealing how various brands move out of shops, comparing rival brands, and showing market share of each brand.
9. Qualitative Research: Like depth interviewing, overcomes difficulties hampering research in developing countries where facilities differ from industrial countries.
10. Image study: Compares strengths and weaknesses of similar companies; the sponsor is one of them but not identified as such to respondents.

Marketing Research (a model survey form)

Do you drive a car? YES / NO If YES, Do you own a car? YES / NO

(b) Which of the following makes of car do you normally drive?

• Suzuki / Fiat / Honda / Toyota / Santro / Kia / Mercedes / BMW

(c) How would you rate the reliability of the car you normally drive?

• Very bad / Bad / Poor / Fairly good / Good / Very Good

(d) State briefly why you would, or would not buy the same make of car again: ________________

Press Events — 3 kinds

1. Conference
2. The Press Reception
3. The Facility visit

How to organize:

• Plan the reception well in advance so all pros and cons are considered ahead of time.
• Choose a convenient venue — location plays a vital role as easy access improves image and attracts larger audience.
• Send invitations to selected named guests in good time; enough time margin for dignitaries and celebrities to plan attendance.
• State the timetable on the invitation card so guests know the plan of events.
• Make sure catering is good and adequate — helps in good image and leaves a good taste about the event.
• Rehearse and time speakers so the whole program runs according to schedule.
• Make sure everything required is provided on time — leaves good impression on the audience.
• Provide adequate press information, but do not overload — enables press to report appropriately and projects your angle.
• Identify staff from guests with different colored badges — essential for ushering, help, and differentiation for better service.
• Get on with business on time and stick to timetable — helps in swift culmination of proceedings.
• Do not mix journalists with other guests like customers.
• Have enough hosts to take care of the guests for better service resulting in better PR.

⭐ Key Takeaways

The most critical takeaway is that private media like house journals, videos, and seminars are essential for reaching specialized publics when mass media is inefficient. House journals come in four types (magazine, newspaper, newsletter, wall newspaper) and require careful planning across 14 considerations including readership, frequency, budgeting, and design. Evaluating PR results must combine both qualitative judgments (experience-based) and quantitative measures (statistics-based) using methods like enquiries received, statistical data, source valuation, opinion polls, and media feedback. Marketing research uses specific terminology (population, sample, random walk) and techniques (consumer panels, motivational research, dealer audits) to scientifically gather market information. Finally, organizing effective press events (conferences, receptions, facility visits) requires meticulous planning around venue, timing, catering, press information, and guest management to maximize positive public relations outcomes.

🧠 Quick Revision Questions

1. What are the four types of house journals, and what are the key planning considerations for each?
2. Explain the difference between qualitative and quantitative results in PR evaluation, providing an example of each.
3. How does the "By Source" method of assessment work, and why would rating values differ between a financial story and a household goods story?
4. Define the following five marketing research terms: population, sample, random walk, structured interview, and social grades.
5. List and briefly describe the ten marketing research techniques covered in this lecture.

📘 Lecture 9 — Special Uses of Public Relations

📖 Overview: This lecture explores key areas where Public Relations proves particularly beneficial to modern organizations, demonstrating PR's versatility and its ability to satisfy leadership needs across industry, commerce, and other fields. It also addresses the common criticism that management rarely understands or appreciates PR, and explains how contemporary managements have discovered PR's necessity. Additionally, the lecture covers essential PR skills and methods of presentation.

🗂️ Topics Covered

This lecture covers special uses of PR including crisis management for both likely and unlikely scenarios, desktop publishing as the world's oldest form of organized PR, corporate identity creation, parliamentary liaison with government, and financial PR as a growth area. It also details PR writing skills, presentation techniques including data collection and venue selection, media interview techniques, and methods of presentation including computer, audio, video and sampling. Specific presentation objectives are outlined for manufacturing companies, charities, local government, and trade associations.

📝 Lecture Summary

SPECIAL USES OF PUBLIC RELATIONS

This section examines several specialized applications of PR that have proven particularly beneficial to organizations in recent years, demonstrating the field's versatility and answering the criticism that management rarely understands PR. Modern managements have increasingly discovered the need for PR across multiple domains.

– Crisis Management....Likely & unlikely. Almost every company or organization experiences some form of crisis during its existence. It is imperative to have a crisis management program in place to effectively counter such situations. This includes having a permanent crisis management team that should take cognizance of crises, both likely and unlikely.

– Desktop Publishing. The printed house journal is the world's oldest form of organized PR, existing for more than 170 years. Print offers permanence and portability — it can be retained and read almost anywhere at any time by a wide readership. Desktop publishing has made this process very simple and effective.

– Corporate Identity. The creation of a corporate identity scheme is often a PR responsibility because it applies to all aspects of an organization and is a significant part of total communication.

– Parliamentary Liaison. This covers relations between organizations (possibly using specialist consultants) with the government and houses of parliament. PR helps create a favorable lobby on various counts and for different reasons and objectives. It is basically of two kinds: firstly, keeping politicians and civil servants aware of an organization's interests; and secondly, keeping organizations aware of parliamentary activities and procedures.

– Financial PR. Financial PR has become a very important growth area, calling for special knowledge of the financial world and how it works.

Skills Of PR

This section outlines the core skills required for PR practice.

– Writing — One of many effective PR Tools – Presentation — CD ROMs, Power Point – Media Interview — Doing things the right way

Skills Of PR Writing

Effective PR writing requires specific techniques: – Short reports – Memos – Lists to break monotony – Highlight actions – Short introductions & summaries – Use these techniques when your boss prefers it – Use correct format

Presentations

This section covers important points for delivering effective presentations.

Important points for Presentations – Collection of data. Sufficient and required data should be collected. – Structure. You have to determine the structure of presentation. – The words used. Appropriate and simple words should be used. – Talking. You have to explain verbally also in tandem with visual presentation. – Timing. It should be as brief as possible to avoid boring the audience. – Workshops. Proper workshops would also assist. – The Venue. Convenient and easily accessible location should be selected. – Your Voice. Talk slowly and in a reasonable and clearly audible tone. – Rehearse. Properly practice before going for presentation. – Impromptu. You may be ready to explain at the spur of the moment too.

Media Interview Technique

PR practitioners need to organize and manage interviews and TV appearances efficiently. They should always take the following considerations into account:

– Become used to making presentations – Know the subject – Should be a competent & confident communicator – Teach yourself or rehearse – Participate in Q&A session, even with friends – Arrive early – Be appropriately dressed – Do not lead answers to more questions

Methods of Presentations.

The lecture identifies four main methods of presentation: – Computer – Audio – Video – Sampling

Presentation Objectives.

This section provides specific presentation objectives for different types of organizations.

For manufacturing companies: – Organize a program of dealer activities to improve trade understanding of the company – Improve the flow of corporate & financial news to the city & the financial press, to be ready for a share or rights issue – Make a video of a sporting event which the company has sponsored – Develop more in-depth understanding of the company by relevant journalists by organizing a series of presentations – Develop International PR in those overseas markets where the company intends to set up distribution network

For a charity:

• Increase public awareness of the charity's independence & that it is supported by voluntary contributions
• Make known the continuous story of the charity's work
• Seek a sponsor for & make a video or a CD Rom about the charity's work for people in disaster situations
• Organize a series of interviews for relief and donation appeals
• Seek industrial donors of advertising space in the press, Radio, TV etc.
• Promote & Project Fund raising campaigns

For a Local Government:

1. Organize a program of talks & slide / Video / Computer based presentations to school
2. Organize a town history exhibition, visits by schools & seeking coverage by press, radio & TV
3. Publish, Edit & distribute a civic newspaper to make people residing in that council aware about the local authority's services
4. Organize & train team of councilors & officials to act as spokespeople about council's affairs
5. Organize both local & national coverage of the opening of the town new facility

For a Trade Association:

1. Make better known the association's code of practice
2. Revamp the association's newsletter for members and issue it monthly instead of quarterly
3. Obtain maximum media coverage of the association's campaigns
4. Organize seminars for members
5. Participate in the annual trade exhibition

⭐ Key Takeaways

This lecture demonstrates that PR is far more than media relations — it is a strategic function encompassing crisis management, corporate identity, financial communication, and government lobbying. Students must remember that crisis management requires a permanent team prepared for both likely and unlikely scenarios, and that corporate identity is a PR responsibility because it affects all aspects of organizational communication. The skills section emphasizes that PR writing must be concise using short reports, lists, and summaries, while presentations require careful attention to data collection, structure, timing, venue, voice, rehearsal, and the ability to speak impromptu. Media interview technique stresses knowing the subject, being a competent communicator, arriving early, dressing appropriately, and not leading answers to more questions. Finally, presentation objectives must be tailored to the specific organization type — manufacturing, charity, local government, or trade association — each with distinct goals ranging from dealer programs and fundraising to civic newspapers and trade exhibitions.

🧠 Quick Revision Questions

1. What are the two types of parliamentary liaison, and what is the purpose of each?
2. List the four methods of presentations mentioned in the lecture.
3. What are the ten important points to consider for an effective presentation?
4. Name five specific presentation objectives for a manufacturing company.
5. According to the lecture, what should a PR practitioner NOT do during a media interview regarding answers?

📘 Lecture 10 — Budgeting in PR

📖 Overview: This lecture examines the critical role of budgeting in public relations, explaining why budgets are necessary, what elements they contain, and how they function in large organizations. It also covers the strategic use of photography in PR, including how to select, distribute, and caption photographs effectively to avoid waste and maximize impact.

🗂️ Topics Covered

This lecture covers the need for budgeting in PR, the key elements of a PR budget (such as labour, office overheads, materials, and expenses), and a detailed list of expense headings for a large organization. It then shifts to the role of photography in PR, including how to tell stories with pictures, what editors want, how to work with a photographer, six ways to avoid wasteful distribution, the importance of photo captions, various PR uses of photography, and tips for producing good pictorial material.

📝 Lecture Summary

Overview

In this lecture we will look at the most important aspect of public relations i.e. budgeting. We will establish the need for it and its important elements. We will also look at the importance of photography in Public relations and how to use it effectively without it being wasteful.

Why Budgeting

Like any other plan, budgeting is very important for a PR program and PR department. Budgeting helps you understand what a program will cost, or what program can be done for a fixed sum of money. It also provides discipline for spending, preventing over-expenditure, and allows results to be measured against the budget after a campaign.

The five main reasons for budgeting are:

1. To learn what it will cost to carry out a PR Program.
2. To learn what sort of program can be carried out for a given sum of money.
3. Budgeting helps in controlling the program cost.
4. Budgeting provides a discipline for both expenditure & over-expenditure.
5. After completion of campaign, results can be measured against the budget.

Elements of a PR Budget

The elements of a PR budget include four main categories:

• Labour: Includes salaries. This is the biggest component.
• Office Overheads: Fixed costs such as electricity, rent, and insurance.
• Materials: Items like stationery, postage, print, visual aids, and mobile exhibition stands.
• Expenses: Out of pocket expenses for organizing PR events, such as catering, public address systems, TV screens, video players, chairs, and tents.

PR Budget for a large organization

Following are few of the important expense headings for a large organization:

1. Salaries
2. Overheads
3. Depreciations
4. Insurance
5. Press receptions
6. Staff journals
7. External journals
8. Slides
9. Video / CD. ROM Costs
10. News releases
11. Feature articles
12. Radio Tapes
13. TV properties
14. Printed literature
15. Sponsorships
16. Exhibitions
17. Photography
18. Vehicles
19. Stationery
20. Postage
21. Telephone, fax, internet etc.
22. Traveling
23. Contingency say 10%

PR & Photographs

Photographs play a very important role in PR activities. There are three main PR requirements for using photography:

1. How to tell a story with pictures.
2. The sort of pictures editors want.
3. How to work with a photographer.

6 ways to avoid wasteful distribution of pictures.

To ensure photographs are not wasted, follow these six guidelines:

1. Pictures should be sent to only those publications who are likely to print them.
2. Editors may be phoned and asked if they would like a picture to be printed with the story.
3. Pictures can be reproduced on the news release, and editors invited to request prints.
4. If there is a set of pictures, a sheet of miniatures can be sent enabling editors to choose.
5. At the foot of the release one can state that pictures are available.
6. Color pictures should only be sent if requested.

Why Photo Captions?

Without captions, the recipient does not know:

• What is the picture about?
• Who sent it?
• Who owns the copyrights?

PR Uses Of Photography.

Photography serves many strategic purposes in PR, including:

• To build a photographic library.
• To provide / supply with press releases.
• To illustrate feature articles.
• As picture stories, sometimes in sets.
• For window & showroom displays.
• For display in seminars, press receptions, and other events.
• For display as "blow-ups" on exhibitions.
• For illustrating house journals.
• For stills as used in TV studio backgrounds to speakers or during news bulletins.

How to produce good pictorial material!

To produce effective photographs, consider these elements:

• Presentations & handshakes
• People at work
• Human interest
• Large objects
• 'Busy' pictures
• Perspectives
• Color pictures
• Flat or profile pictures
• Impression of size
• Name display

⭐ Key Takeaways

Budgeting is essential for controlling costs, ensuring discipline, and measuring the success of a PR campaign; its key elements include labour (the largest cost), overheads, materials, and expenses. For a large organization, a PR budget must account for a wide range of specific items, from salaries and printing to photography and contingencies (typically 10%). In photography, the goal is to tell a story, and waste is avoided by targeting pictures only to interested editors, using miniatures, and only sending color prints upon request. Every photo must have a caption identifying its subject, sender, and copyright holder. Photography can be used for libraries, press releases, feature articles, displays, exhibitions, and house journals, and good pictorial material relies on capturing human interest, busy scenes, and correct perspectives.

🧠 Quick Revision Questions

1. What are the five main reasons for creating a PR budget?
2. What are the four categories of elements in a PR budget, and what is the largest component?
3. List three of the specific expense headings for a large organization's PR budget.
4. Name three of the six ways to avoid wasteful distribution of pictures.
5. Why are photo captions important, and what information must they include?

📘 Lecture 11 — Public Relations Problems

📖 Overview: This lecture examines the various problems a PR practitioner faces during performance, including how to define and resolve them. It covers crisis identification, strategies to overcome crises, and common mistakes made when handling them. The lecture provides a structured 4-step problem-solving process and introduces the 7 C's of PR as an effective strategic framework.

🗂️ Topics Covered

This lecture covers the definition and causes of PR problems, the 4-step problem-solving process (defining the problem, planning & programming, taking action & communicating, evaluating the program), how to write a problem statement, four key questions for analysis, the mission of PR in problem-solving, how PR works to solve problems (learn-feel-do theme), anticipating crisis types (immediate, emerging, sustained), common mistakes in handling crisis, preparation steps for PR crisis, and the 7 C's of PR strategy (Credibility, Context, Content, Clarity, Continuity & Consistency, Channels, Capability of the Audience).

📝 Lecture Summary

4 Step Problem Solving Process

The lecture presents a structured four-step approach to solving PR problems. First, the practitioner must define the problem or opportunity by identifying the specific issue. Second, planning and programming involves developing strategies based on that definition. Third, taking action and communicating requires implementing the plan and sending messages to target publics. Fourth, evaluating the program measures the effectiveness of the actions taken.

Defining PR problems (Problem Statement)

A problem statement is a written description of a situation, presented in the present tense, using specific and measurable terms. To construct this statement, the practitioner must answer six key questions: What is the source of concern? Where is this problem? When is it a problem? Who is involved or affected? How are they involved or affected? Why is this concern to the organization and its public? The purpose is to develop action and communication strategies based on a detailed analysis of the target publics' problems.

🔑 Definition — Problem Statement: A written description in present tense that describes a situation in specific and measurable terms.

4 Questions Need Answering

When analyzing how target publics interact with information in the problem situation, four critical questions must be answered. These include: (1) How much do people use information in the problem situation? (2) What kinds of information do people use? (3) How do people use information? (4) What predicts information use?

Mission of Public Relations

The mission of public relations is to help the organization achieve its overall mission through several key functions. These include collecting and analyzing information on the changing knowledge, opinion, and behaviors of key publics and stakeholder groups. PR also serves as the central source of information about an organization and as the official communication channel between the organization and its publics. Additionally, PR communicates significant information, opinions, and interpretations to keep publics and stakeholders aware of organizational policies and actions, and coordinates activities that affect relationships with publics and other stakeholder groups.

🔑 Definition — Mission of Public Relations: To help the organization achieve its mission by collecting information, serving as a central communication channel, communicating significant information, and coordinating relationship activities.

How does PR work to solve problems?

PR works to solve problems through four directional "looks" that form the "learn – feel – do" theme. These looks include: (1) A searching look backwards (reviewing past experiences); (2) A wide look around (examining the current environment); (3) A deep look inside (analyzing internal organizational factors); and (4) A long, long, look ahead (anticipating future developments). This results in a sequence of Information Gain (learning) → Opinion Change (feeling) → Behavioral Change (doing), which guides the entire PR problem-solving program.

💡 Why this matters: The "learn-feel-do" model shows that effective PR programs must first inform publics, then shift their attitudes, and finally change their behaviors—a sequential process that requires careful planning and measurement at each stage.

How To Anticipate Crisis (Disasters)?

Three types of crises must be anticipated by PR practitioners. An immediate crisis occurs suddenly and requires instant response. An emerging crisis builds over time and can be detected early if monitored properly. A sustained crisis continues for an extended period, potentially lasting weeks or months.

🔑 Definition — Immediate Crisis: A crisis that occurs suddenly and requires instant response. 🔑 Definition — Emerging Crisis: A crisis that builds over time and can be detected early. 🔑 Definition — Sustained Crisis: A crisis that continues for an extended period.

Common mistakes in handling crisis

Five common mistakes are identified when handling crises. Hesitation involves delaying response when action is needed immediately. Retaliation means attacking critics instead of addressing the issue. Pontification refers to making self-righteous or dogmatic statements that alienate audiences. Confrontation involves directly challenging those who are critical, often escalating the problem. Litigation means immediately resorting to legal action, which can appear defensive and slow down resolution.

How To Prepare For Public Relations Crisis?

Preparation for a PR crisis involves five key steps. First, identify things that can go wrong and become highly visible, assessing weaknesses throughout the organization. Second, assign priorities based on which weaknesses are most urgent and most likely to occur. Third, draft questions, answers, and resolutions for each potential crisis scenario. Fourth, focus on the two most important tasks—what to do and what to say—during the first critical hours following a crisis. Fifth, develop a strategy to contain and counteract, not merely react and respond.

💡 Why this matters: The emphasis on "contain and counteract" versus "react and respond" highlights that proactive crisis management is far more effective than reactive damage control.

Countering Crisis With Strategy: 7 C's of PR

The 7 C's of PR provide an effective means of strategy to counter crisis. These are: (1) Credibility—Communication starts with belief, built by the institution on performance. (2) Context—A communication program must confirm, not contradict, the message. (3) Content—The message should have meaning for recipients. (4) Clarity—The message must be put in simple words. (5) Continuity & Consistency—Communication is an unending process requiring repetition to achieve results, but with variation. (6) Channels—All established channels of communication should be used. (7) Capability of the audience—Take into consideration the habits, reading ability, and prior knowledge of the audience.

🔑 Definition — 7 C's of PR: A strategic framework for countering crisis including Credibility, Context, Content, Clarity, Continuity & Consistency, Channels, and Capability of the audience.

⭐ Key Takeaways

The most critical aspects from this lecture are the structured 4-step problem-solving process (define, plan, act, evaluate) which provides a systematic approach to any PR issue. The problem statement must be written in present tense with specific, measurable terms answering who, what, where, when, why, and how. The "learn-feel-do" model shows that PR works by achieving information gain first, then opinion change, and finally behavioral change. Crisis preparation requires identifying potential weaknesses, prioritizing them, drafting scenarios, focusing on what to do and say in the first critical hours, and developing containment strategies rather than merely reacting. Finally, the 7 C's of PR—Credibility, Context, Content, Clarity, Continuity & Consistency, Channels, and Capability of the audience—form an effective strategic framework for countering crisis situations.

🧠 Quick Revision Questions

1. What are the four steps in the PR problem-solving process?
2. What six questions must a problem statement answer when defining a PR problem?
3. What is the "learn-feel-do" theme, and how does it guide PR problem-solving?
4. What are the three types of crises that PR practitioners must anticipate?
5. List and briefly explain the 7 C's of PR used to counter crisis situations.

📘 Lecture 12 — Methods of Communication

📖 Overview: This lecture explores the psychology behind public relations, emphasizing the importance of clear, simple messaging. It details the five main methods of communication and then applies these principles specifically to utility companies, outlining their unique public relations objectives, strategies, and the essential role of advertising.

🗂️ Topics Covered

The lecture begins by establishing the psychological foundation of PR, focusing on creating understanding with short, simple messages. It then defines and explains the five main methods of communication: words, sound, movement, symbols, and colors. The second half of the lecture applies these concepts to utility companies, defining their publics, outlining their specific PR objectives, detailing how PR helps them, and explaining the six essential reasons for advertising, concluding with a six-question review for checking company activities.

📝 Lecture Summary

Psychology of Public Relations

Practicing Public Relations is a psychology in itself. The basic purpose of public relations is to create understanding & knowledge. The message should be short & simple. For example, the word “STOP” is simpler than “Do not move” or “Stay where you are”.

How Do We Communicate?

There are 5 main methods of communication:

1. By words, whether printed or spoken.
2. By sound, such as music or sound effects.
3. By movement, such as action in films, video, TV, or by gestures & body movement.
4. By the use of symbols, such as identity logos, badges & signs.
5. By the use of colors, which have different effects or meanings.

💡 Why this matters: Understanding these five methods is fundamental; every PR campaign uses a combination of these channels to reach its audience.

PR For Utility Companies

Utility companies (Electricity, Gas, Water) have a similar approach and problems. For a utility, the word Publics is generally synonymous to Customers. A utility with good public relations is customer-oriented, has sound management, and has the ability to give customers good service and communicate with them favorably.

🔑 Definition — Publics: For utility companies, this term is generally synonymous with their customers.

Objectives Of PR In A Utility Company

The key objectives for a utility company's PR are to communicate that:

• The company is well managed & efficiently run.
• The company is always striving to improve its services.
• Its rates are fair.
• It is an honest & ethical company, with no discriminatory practices regarding customers and any firm dealing with it.
• The company takes good care of its employees.
• It will help in the improvement of the environment.
• It will not indulge in profiteering.
• It will keep its employees informed about its business & better orientation.

How PR Helps Utility Companies

PR helps utility companies through various tactics, including:

• Releases to newspapers & financial journals concerning earnings, refinancing operations, personnel changes & other business news.
• Attractive & informative quarterly reports to stockholders.
• Answering all stockholder queries as promptly as possible.
• Special releases on annual reports & meetings.
• An annual report advertisement.
• Detailed economic analysis & review once a year, sometimes issued as separate statistical booklets or included with the annual report.

Advertising Essential For Utility Companies

There are 6 reasons why advertising is essential for utility companies:

1. To inform the public on the best use of the service, increasing customer satisfaction.
2. To increase sales of its products.
3. To inform the public about the company & its plans.
4. To improve the company image.
5. To encourage area development.
6. To attract investor’s money and confidence.

Checking Company Activities

To review and check a company’s activities, one can ask the following 6 questions:

• What is the company doing now?
• If some practice is discontinued, where was it done before?
• Who is doing it?
• How is it being done; what tools are used?
• What needs to be done?
• Who should do it?

⭐ Key Takeaways

The core of effective PR is psychology, demanding messages that are short, simple, and designed to create understanding. Communication is achieved through five main methods: words, sound, movement, symbols, and colors. For utility companies, PR is customer-centric, aiming to build trust by communicating efficient management, fair rates, ethical practices, and community improvement. Essential PR tactics include financial releases, stockholder reports, and a strong emphasis on advertising for six specific goals. Finally, a company's PR activities can be regularly audited using a six-question framework to ensure effectiveness.

🧠 Quick Revision Questions

1. What is the basic psychological purpose of Public Relations as defined in this lecture?
2. List the five main methods of communication.
3. For utility companies, who is their primary "public"?
4. State three of the six essential reasons why advertising is critical for a utility company.
5. What are the six questions one can ask to regularly review and check a company’s PR activities?

📘 Lecture 13 — PR IN VARIOUS ORGANIZATIONS

📖 Overview: This lecture explores how Public Relations functions vary across different types of organizations. It covers the specific purposes, steps, and techniques for PR in trade associations, financial institutions, government, and non-profit organizations (NPOs), highlighting the unique assignments and support each requires. Understanding these distinctions is crucial for applying PR strategies effectively in diverse professional settings.

🗂️ Topics Covered

This lecture examines the applications of PR in four main organizational contexts: trade associations, where PR promotes sales, manages industry competition, and influences legislation; financial institutions, focusing on investor relations and annual reports; government, where PR informs citizens and fosters cooperation; and non-profit organizations, where PR aims to gain mission acceptance, develop communication channels, and support fund-raising.

📝 Lecture Summary

Public Relations For Trade Associations

Predominantly, Public Relations is a significant function of most of these associations. The purposes of trade association PR programs are varied and include promoting sales through product publicity, creating consumer understanding of how to use the industry’s products, overcoming inequities in the competitive situation, and creating public understanding of government regulation of an industry. Other purposes are combating government interference or competition, creating public support for or opposition to legislation, obtaining public recognition for the industry’s social and economic contributions, recruiting qualified people, and creating public understanding of the industry’s labor policies and union relations.

The steps to develop a trade association PR program follow a systematic process: 1) analysis of the public relations situation, 2) definition of the problem area, 3) identification of concerned publics, 4) establishment of specific objectives, 5) planning of program, 6) implementation of program, and 7) periodic appraisal of progress.

Techniques of trade association PR include research, which adopts two universally accepted methods: a) public opinion and b) industry data. Other techniques are publicity and personal contacts with media people, institutional advertising, motion pictures, slides and CD-ROMs, periodic publications, pamphlets, and instructional leaflets.

To sum up as per Reuel Elton: a Trade Association does not order, it advises; it does not coerce, it persuades; it does not issue mandates or even instructions. It uses only the moving eloquence of a reasoned appeal to the self interest of its members.

Public Relations For Financial Institutions

This section applies to various financial institutions including banking institutions, leasing companies, insurance companies, and stock exchanges.

The usual assignments for PR in financial institutions are: 1) measuring opinions towards the company of shareholders, financial analysts, and legislators; 2) recommending communication strategy, particularly for corporate goals; 3) assisting with preparation of financial literature such as letters to new shareholders, interim and annual reports, and dividend enclosures; 4) making arrangements and preparing informational materials for financial meetings, facility tours, and presentations for investor groups, analysts, and financial media; and 5) writing financial news releases and handling inquiries from financial media.

One of the important roles of Financial PR is in the preparation of annual reports. Annual reports should contain: an attractive and distinctive cover; an inviting design that helps the reader get the main message; a table of contents and/or highlights; identification of members of the Board of directors; a statement or letter from the chairman or the CEO or both summarizing the past year’s events and emphasizing goals for the future; consolidated balance statements of earnings, shareholder’s interest, and operating cash flows for the year; financial highlights and comparisons with at least the previous year (but often with the past 5-10 years); and an auditor’s statement of independence and adherence to accepted accounting principles.

PR Typical Support includes: helping with physical arrangements; creating handouts and other on-site communications; assisting with tours and souvenirs; accommodating news media, including all necessary arrangements; generating publicity support; and preparing Q&A sheets for top executives in anticipation of questions from shareholders.

Role Of Public Relations In Government

"A popular government without popular information or a means of acquiring it, is but a prologue to a farce or tragedy, or perhaps both." — James Madison

🔑 Definition — Government Public Relations: Government public relations rests on two fundamental premises: 1) A democratic government must report its activities to the citizens, and 2) that effective government administration requires active citizen participation and support.

The overall goals for a government PR plan are: informing constituents about the activities of the government agency; ensuring active cooperation in government programs (e.g., voting, seat belt use, anti-smoking ordinances); and fostering citizen support for established policies and programs (e.g., foreign aid, welfare).

Public Relations For (NPO) - Non Profit Organizations

The aims of PR in NPOs are: to gain acceptance of an organization’s mission; to develop channels of communication with those an organization serves; to create and maintain a favorable climate for fund raising; and to inform and motivate key organizational constituents such as employees, voluntary workers, and trustees to dedicate themselves and work productively in support of the organization’s mission, goals, and objectives.

The changing functions of PR in NPOs include: 1) paid advertising, 2) communication selectivity and reach, and 3) marketing concepts and management by objectives have emerged as an important part of communication strategy.

⭐ Key Takeaways

The most critical points from this lecture are that PR functions differ significantly by organization type, each with distinct goals and techniques. For trade associations, PR focuses on collective industry advocacy, persuasion, and legislative influence using research and publicity. In financial institutions, PR centers on investor relations, annual report preparation, and measuring stakeholder opinions. Government PR is built on the democratic premise of informing citizens and ensuring their cooperation in public programs. For non-profits, PR aims to gain mission acceptance, develop communication channels, and create a favorable climate for fund-raising, with marketing concepts and management by objectives becoming increasingly important.

🧠 Quick Revision Questions

1. What are the seven steps to develop a Trade Association PR program?
2. According to Reuel Elton, what is the primary method of influence used by a Trade Association?
3. What are the five usual assignments for PR in financial institutions?
4. What are the two fundamental premises on which government public relations rests?
5. What are the four main aims of PR in Non-Profit Organizations (NPOs)?

📘 Lecture 14 — PR IN LABOUR UNIONS & RELIGIOUS GROUPS

📖 Overview: This lecture explores the role of public relations within labor unions and religious organizations. It details how PR can manage labor relations by identifying key groups and anticipating their reactions, and explains the unique challenges and opportunities of applying PR principles to religious groups, culminating in a detailed acrostic that defines the discipline.

🗂️ Topics Covered

The lecture begins with the PR aspects of labor matters, covering identification of key groups and company responsibilities. It then explains the importance of community public relations and what it calls for. The second half focuses on PR for religious groups, presenting an acrostic of public relations, and finally discusses the specific problems faced when applying PR in a religious context.

📝 Lecture Summary

PR Aspects Of Labour Matters.

Public relations in labor matters involves a systematic approach to managing the relationship between a company and its workforce. The first step is the identification of key groups within and outside the organization, coupled with a thorough analysis of the company’s responsibilities towards them. This must be followed by the anticipation & observation of how these groups react to the company. The ultimate goal is to foster a mutual understanding of the company, its aims, and actions to prevent conflict and build cooperation.

Community Public Relations

Community public relations is crucial for any organization. Its importance is multifaceted: it makes friends for the organization, it is good business that can lead to tangible benefits, it helps the welfare of your employees, and it fulfills a social obligation of modern day business. To achieve this, an organization must take specific actions. It calls for understanding the community, organizing the business to fit the community's needs, conducting the business in tune with the community, sharing time, talents, facilities and money, and actively informing the community about what you are doing & why.

Public Relations For Religious Groups.

Public relations for religious groups is a specialized application of the discipline. The lecture presents a comprehensive Acrostic Of Public Relations that spells out "PUBLIC RELATIONS" and defines its core principles for this context. Key components include:

• Putting yourself in the other person’s place.
• Understanding the public, especially those vital to you and your ministry.
• Being aware of latest & most effective techniques & approaches in gaining cooperation.
• Launching a program that makes full use of all channels of understanding & support.
• Influencing your congregation in such a way that everyone becomes an active agent in PR programs.
• Charting your course after careful study by analyzing the problem and solving it in a manner that wins support & approval.
• Recognizing the fact that actions speak louder than words.
• Encouraging, advising & stimulating associates, employees.
• Linking all phases & divisions of your religious programs so that all work in harmony & unity.
• Analyzing each situation for its effects on individuals & groups.
• Thinking & planning in terms of the greatest good for the greatest number.
• Interpreting your program to show that it is interesting, timely & informative.
• Organizing your setup so that goodwill grows from within.
• Naming friendly, competent, enthusiastic persons to positions which demand a “public relations consciousness.”
• Seeking at all times to keep your public informed through full, frank & frequent reports. 💡 Why this matters: This acrostic provides a memorable and actionable framework for anyone working in PR, particularly within religious organizations.

Problems Of PR In Religious Groups.

Applying public relations to religious groups presents unique difficulties. The first challenge is the intangible nature of many religious activities, which are difficult to measure or demonstrate. Second is the sacred nature of many religious activities requiring a dignified approach, which limits the type of promotional tactics that can be used. Third is the problem of showing the practical worth of some religious values in a secular world. Fourth is the problem of interpreting a program that follows a traditional pattern to a modern audience. Finally, there is the difficulty of knowing at which level to project ideas so they will appeal to persons of all ages, from children to the elderly.

⭐ Key Takeaways

The most critical points are that effective labor PR requires identifying key groups and anticipating their reactions to foster understanding. In community relations, the goal is to build goodwill by being socially responsible, listening to the community, and sharing resources. The "PUBLIC RELATIONS" acrostic provides a complete checklist for ethical and effective PR, emphasizing empathy, action, and clear communication. For religious groups, PR faces unique hurdles due to the intangible and sacred nature of the subject matter, requiring a particularly sensitive and dignified approach. Finally, a core principle is that "actions speak louder than words" in all PR contexts.

🧠 Quick Revision Questions

1. What are the three main PR aspects of labor matters?
2. State four reasons why community public relations is important.
3. List the five actions that community public relations "calls for".
4. According to the acrostic, what does the letter 'A' stand for in "PUBLIC RELATIONS"?
5. Name three specific problems of applying PR to religious groups.

📘 Lecture 15 — PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNELS

📖 Overview: This lecture explores how Public Relations is practiced in two distinct sectors: educational institutions and media channels (newspapers, radio, and TV). It provides guidelines for PR professionals in these settings and identifies key challenges, employee relations issues, and purpose-driven strategies for building goodwill and effective communication.

🗂️ Topics Covered

The lecture first outlines the qualities required for a good PR professional in educational institutions and lists the provisions management should ensure for employee satisfaction. It then shifts to PR for newspapers, detailing their various publics, common employee problems, major PR challenges, and purpose-driven initiatives. Finally, it covers PR for radio and TV stations, distinguishing between state-owned and privately-owned entities and providing a list of ten practical PR actions.

📝 Lecture Summary

Public Relations For Educational Institutions

For a good PR professional in an educational institution, he/she should possess a specific set of personal and professional qualities. These include integrity, strength of character, and good judgment, as well as the ability to plumb and judge public opinion. The professional must have a strong desire to help and understand people, along with the ability to organize. Key mental attributes include a logical and objective mind, a keen sense of tact and diplomacy, and the ability to inspire cooperative action by colleagues and the institution’s publics. Finally, they must have the courage of their convictions and understand the importance of communications.

The management of educational institutions should ensure a comprehensive List Of Good PR For Employees, covering working conditions, compensation, and recognition. This includes providing pleasant working conditions, an equitable salary scale, a fair promotion policy, and recognition for faithful service and achievements. Other important provisions are a considerate policy on vacations and sick leaves, weekly offs/leaves, exchange professorships, and retirement benefits. Recognition can be shown through special tuition rates or scholarships for children of employees, cards or letters of appreciations, and personal respect such as greetings when ill, on birthdays, and at Eid. Finally, internal communication is vital through displays, exhibits, copies of important news releases, and clippings of these stories.

Public Relations For Newspapers

The general principles and essentials of PR for newspapers are similar to those of various organizations, yet they may differ for identification and application purposes. The publics of a newspaper are diverse and include employees, readers, advertisers, the general public (the community), the trade (e.g., delivery, printing), government officials, and shareholders.

Common Problems Of Newspaper Employees often stem from a disconnect between management and staff. Key issues include the failure to be treated as human beings, a failure to be considered a partner in the enterprise, and a lack of visible career advancement. There is often a feeling that management is trying to keep labor from earning enough pay, and resentment arises against supervisors due to perceived incompetence or favoritism. A general feeling that management fights rather than cooperates with labor/unions, along with simple physical discomforts, further complicates employee relations.

The lecture identifies several Newspapers Major PR Problems. The primary need is to strengthen the goodwill of the paper. Other significant challenges include the monopoly ownership of newspapers, issues like newsprint shortage, criticism from readers, and ongoing employee relations difficulties.

Newspapers PR With a Purpose emphasizes that newspaper public relations should be its promotion with a purpose. A good newspaper needs to be portrayed as a symbol and an institution. This involves showing the newspaper as practicing good citizenship, being progressive and fair, rendering justice to all while fighting injustice to anyone. It should be portrayed as tolerant and encouraging mutual understanding among persons of all faiths and origins. Finally, it should be seen as preaching the local way of life, expounding its faults as well as its virtues.

Public Relations For Radio & TV

With the communication horizon expanding immensely, radio and TV have entered a new phase where, besides government-owned stations, privately owned stations are opening up in big numbers. The two main types are State Owned and Privately Owned. The major keys to success for these stations revolve around the Station itself, its Programmes, its Business practices, and its Commercial standards.

The lecture concludes with 10 Little Public Relations Things For Radio/Tv To Do, which are practical steps to build community goodwill.

1. Host guest speakers and dignitaries.
2. Ensure station officials should be freely available to the public.
3. Make your station’s talent available to perform at community events.
4. Welcome newcomers to the community.
5. Invite meetings of women clubs and civic organizations to your station.
6. Organize community Radio & TV workshops with nationally known guest speakers.
7. Maintain up-to-date lists of various categories aside from business prospects.
8. Leave no opportunity to participate in a noble cause.
9. Help the community in case of a disaster.
10. In case of an error, immediately take the public into confidence.

⭐ Key Takeaways

For an exam, you must remember that PR for educational institutions is founded on the personal integrity and diplomatic skills of the professional, supported by a management that provides fair compensation, recognition, and a pleasant working environment. The publics of a newspaper are multifaceted, and its major PR challenge is building goodwill, especially amidst issues like employee resentment and monopoly ownership. A key strategy for newspapers is PR with a purpose, which involves portraying the paper as a fair, tolerant, and progressive community institution. For radio and TV, success depends on station quality, programming, and business practices, with a strong focus on community engagement through concrete actions like hosting events, helping in disasters, and maintaining public confidence. The 10 little PR things for radio/TV provide a practical checklist for building and maintaining community relationships.

🧠 Quick Revision Questions

1. List at least four of the nine essential qualities a good PR professional for an educational institution should possess.
2. What are the six specific publics of a newspaper as identified in the lecture?
3. Name three of the six major problems faced by newspaper employees.
4. What are the four major keys to success for radio and TV stations?
5. According to the "10 Little PR Things," what should a radio/TV station do in case of an error?

📘 Lecture 16 — Using Advertising for PR Communication

📖 Overview: This lecture examines the relationship between advertising and public relations, explaining why advertising is used as a PR communication tool and how it supports PR objectives. It also covers the role of corporate public relations in building and protecting goodwill, the basic services provided by PR departments, and the qualifications required for effective public relations counsel.

🗂️ Topics Covered

The lecture covers reasons for using advertising in PR communication, how advertising helps PR convey information to various publics, the concept of corporate public relations with its defensive and positive postures, the four basic services provided by PR, ten functions of a PR department, and the fourteen essential qualities a PR counsel should possess.

📝 Lecture Summary

Why Advertising?

Advertising developed as an important technique long before most other communication methods matured. It financially supports many media of communication. It is always immediately apparent as a communication from an interested party seeking to reach the public. Advertising is essential to the sale of vast quantities of goods produced, and it is always clearly visible and often measurable.

💡 Why this matters: Advertising provides a controlled, visible, and measurable channel that PR can leverage to reach target audiences with specific messages.

How Does Advertising Help PR?

Advertising helps PR by conveying information to various publics. It can announce a company's plan to establish a new plant, notify personnel of changes in work schedules, layoffs, or recalls, and explain interruptions in service and what the public should do. It reports on changes in company name and the reasons why, explains issues in a strike or work stoppage, reports on company's activities to desired publics, and contributes to the company's image.

Corporate Public Relations

The role of PR is basically creating and maintaining corporate goodwill — protecting what the company has and building sustained goodwill for the future. PR adopts two different postures: defensive in the face of an attack, and positive in the effort to enhance goodwill.

PR To Provide 4 Basic Services

PR provides four basic services: Advice & Counsel, Communication Service, Public Relations Research & Analysis, and Public Relations Promotion.

Functions of PR Department

The PR department has ten functions: (1) Public Relations Advice & Counsel, (2) Corporate Publicity, (3) Product Publicity, (4) Community Relations, (5) Shareholder Relations, (6) Public Relations Programs, (7) Corporate Donations, (8) Government Relations, (9) Guest Relations, and (10) Internal Communications.

Place & Function Of Public Relations Counsel

A PR counsel must be a man with extensive training, good judgment, and the ability to think in sharp, logical patterns. He must have the ability to express himself clearly, both orally and in writing, and the ability to plan on a broad scale — going below the surface far beyond the immediate horizon. He needs executive ability to direct extensive operations involving much detail and many abstract elements, and sales ability to know how to put over an idea, a product, or a cause. He must have constant objectivity — keeping himself in the background, able to evaluate any situation from the outsider's viewpoint. He needs open-mindedness even after almost all facts seem to lead to one conclusion, and humility to acknowledge that his judgment may be wrong. He must have courage to be willing to lose a client if continuing would require compromising his convictions and judgment, the ability to put just as much stress on details as on vast plans, interest in people and their ideas and motivations, and a lively imagination tempered by good judgment.

⭐ Key Takeaways

Advertising serves PR by providing a controlled, visible, and measurable medium to convey important corporate information to target publics. Corporate PR operates in both defensive and positive postures to build and protect corporate goodwill. PR departments provide four essential services—advice, communication, research, and promotion—and perform ten specific functions ranging from publicity to government relations. A successful PR counsel must possess fourteen distinct qualities, including training, judgment, objectivity, courage, and genuine interest in people. The effectiveness of PR counsel depends on the ability to balance broad strategic planning with meticulous attention to detail.

🧠 Quick Revision Questions

1. What are five reasons advertising is an important technique for PR communication?
2. List six specific types of information that advertising can help PR convey to the public.
3. What are the two different postures of corporate public relations?
4. Name the four basic services provided by a PR department.
5. What four abilities does a PR counsel need to be effective?

📘 Lecture 17 — Role of Public Relations in Marketing

📖 Overview: This lecture explains the various functions and roles of public relations in marketing and how PR provides support in this effort. Students will learn about the role of PR in market education, along with guidelines regarding the market mix and devising an effective market education strategy. The lecture demonstrates that modern marketing depends heavily on PR support for the implementation of various programs.

🗂️ Topics Covered

The lecture covers the major components of PR support in marketing, the four "P's" model for understanding PR's role in marketing, the detailed elements of the PR and marketing mix, the three-fold effect of market education in advertising, the two kinds of market education, the two types of markets, effects of adopting a market education strategy, and techniques adopted for market education.

📝 Lecture Summary

ROLE OF PUBLIC RELATIONS IN MARKETING

Public Relations has become a very important profession as it provides the desired support for implementing various programs including marketing. In fact, marketing nowadays primarily depends upon the support provided by the public relations department. The major components of the support provided by PR in marketing are: publicizing news and events; promoting established products or services; creating a favorable reputation of the company; arranging and publicizing public appearance of marketing spokespersons; probing public opinion (research); attracting news media coverage of sales conferences, trade shows, and other sales promotion events; and assisting in programs concerning consumerism.

💡 Why this matters: Understanding these support components is essential because they show that PR is not just about media relations but a strategic partner in all marketing activities.

The basic purpose of dividing the role into four "P's" is to explain the scope in which PR provides support to marketing. The first "P" denotes Product, meaning the PR determines the features by ascertaining its quality and standard. The second "P" pertains to the Place of origin and the territory of marketing. The third "P" determines the Price, keeping in mind the market trend, acceptability, and the prevalent competition. The fourth "P" ascertains the role in the Promotion of the product.

PR And Marketing Mix

The PR and marketing mix encompasses 20 critical elements. These include: conception, innovation or modification of new product; the place of the product in the product life cycle; marketing research; naming and branding; product image; market segment; pricing; product mix, rationalization and standardization; packaging; distribution; sales force; market education; corporate and financial public relations; test marketing; advertising; industrial relations; advertising research; sales promotion; the after market including after sales service, spares, guarantees, and instructions; and maintaining customer interest and loyalty.

Public Relations & Market Education

There is a three-fold effect of market education in advertising. First, it will help to make advertising more quickly acceptable and productive in response. Second, it could make less weighty advertising possible. Third, whatever advertising is conducted, it is likely to be more economical. Thus, overall marketing expenses could be reduced if more was spent on Public Relations.

🔑 Definition — Market Education: The process of preparing the market to understand and accept a product or service, thereby reducing sales resistance and making advertising more effective.

How To Educate The Market: There are 2 Kinds of Market Education. One kind of market education prepares the market in advance, also called pre-selling. The second kind of marketing education occurs with products and services that are already on the market.

2 Types of Market: The 1st type of market is the trade, meaning the people who sell your products or service. The 2nd type of market is the consumers or users, meaning the people who buy or use your products.

Effects Of Adopting Market Education Strategy: It helps to minimize sales resistance; it makes it easier for the sales force to achieve "adequate distribution" prior to advertising; it helps to reduce the cost of advertising; and it makes advertising more effective.

Techniques Adopted For Market Education: These include a media relations campaign in press, radio and TV; testing of prototype by potential users often providing material for media relations; production of slides, videos and other audio and visual aids for use at dealers, customers conventions etc.; work visits for dealers; special campaigns aimed at particular opinion leaders or influential groups; and the production of printed material which may be needed to support these activities.

⭐ Key Takeaways

The eight major support functions of PR in marketing include publicizing news, promoting products, creating company reputation, and probing public opinion. PR's role can be understood through the four "P's" model: Product, Place, Price, and Promotion. Market education has a three-fold effect of making advertising more acceptable, less weighty, and more economical, ultimately reducing overall marketing expenses if more is spent on PR. There are two kinds of market education (pre-selling and ongoing) targeting two types of markets (trade and consumers). The ultimate goal of market education is to minimize sales resistance and make advertising more effective.

🧠 Quick Revision Questions

1. What are the eight major components of support provided by PR in marketing?
2. Explain how the four "P's" (Product, Place, Price, Promotion) relate to PR's role in marketing.
3. List at least five elements from the PR and marketing mix.
4. What are the three-fold effects of market education in advertising?
5. Describe the two kinds of market education and the two types of markets they target.

📘 Lecture 18 — Public Relations and Corporate Structure

📖 Overview: This lecture explores the vital role of public relations in building corporate image and identity. It distinguishes between corporate image (mental perception) and corporate identity (physical representation), and outlines the key elements, essentials, and components that constitute a strong corporate image and identity.

🗂️ Topics Covered

This lecture covers the distinction between corporate image and corporate identity, the elements that constitute a total corporate image, the elements involved in corporate identity, a checklist of things affecting corporate image, corporate identity essentials, and the basic components of corporate identity.

📝 Lecture Summary

Overview

This lecture identifies and explains various aspects of public relations activity in achieving the objective of image building and developing identity in the corporate structure. It helps in developing the basic psyche of image and identity, covering elements of corporate image and identifying corporate identity essentials and basic components.

Corporate Image & Corporate Identity

These are basically 2 different things. One should always remember that corporate image is mental — i.e., what one thinks about the company — while corporate identity is physical — i.e., how one sees or identifies it.

Elements Which Constitute A Total Corporate Image

1. The date of founding of the company.
2. It has plants/factories all over the country.
3. It makes building materials, but diversified in aluminum windows.
4. It has an excellent industrial relations record and has a profit sharing scheme.
5. Chairman/CEO plays an important role in trade association affairs.
6. Share prices are steady but rising, dividends are conservative, and profits have been invested in new factory equipment.

Elements Involved In Corporate Identity

1. Paint on vehicles and other forms of transportation.
2. All stationery, invoices, business cards, letterheads, etc.
3. Name displays on factories, head office buildings, etc.
4. Exhibition stands, showrooms, mobile exhibitions, etc.
5. Sales literature, price lists, catalogues, etc.
6. Labels, packaging and containers.
7. House journals.
8. Instructional leaflets, service manuals.
9. Uniforms, overalls, caps, lapel badges, etc.
10. Point of sales display materials.
11. Advertisements in all visible media.
12. Credits on video tapes and slide presentations.
13. Diaries and calendars.
14. Giveaways, company ties, etc.
15. Annual reports.

💡 Why this matters: All these physical items collectively create the visible representation of the company, making it recognizable and memorable to the public.

Checklist Of Things Which Affect Corporate Image

1. The after market.
2. Is advertising credible?
3. Is your website credible?
4. How good are your industrial relations?
5. How convenient is your packaging or delivery services?
6. How good are your trade relations?
7. How does the stock market treat you?
8. How do people like your premises?
9. How do you deal with the correspondence? a) What is the quality of your correspondence? b) Are your letters replied the same day?

💡 Why this matters: Every interaction, from packaging to correspondence quality, shapes the public's mental perception of the company, directly impacting trust and reputation.

Corporate Identity Essentials

1. IT SHOULD BE DISTINCTIVE.
2. EASILY RECOGNIZABLE.
3. EASILY REMEMBERABLE.
4. IT SHOULD BE CHARACTERISTIC.

Basic Components Of Corporate Identity

A. LOGO — the visual symbol representing the company. B. COLOUR — the specific color scheme used consistently. C. SPECIAL TYPEFACE — the unique font style used in all communications. D. TRADE CHARACTER — a mascot or character associated with the brand. E. PERMANENT SLOGAN — a consistent tagline that reinforces the brand message.

🔑 Definition — Corporate Image: The mental perception of what one thinks about the company. 🔑 Definition — Corporate Identity: The physical representation of how one sees or identifies the company.

⭐ Key Takeaways

The most critical points from this lecture are that corporate image is mental (what people think) while corporate identity is physical (what people see), and these are fundamentally different concepts. A total corporate image is built from elements like company founding date, factory locations, product diversity, industrial relations, CEO involvement, and financial performance. Corporate identity involves 15 specific physical elements from vehicle paint to annual reports. Four essentials of corporate identity are that it must be distinctive, easily recognizable, easily rememberable, and characteristic. Finally, the five basic components of corporate identity are logo, colour, special typeface, trade character, and permanent slogan.

🧠 Quick Revision Questions

1. What is the fundamental difference between corporate image and corporate identity?
2. List at least 5 elements that constitute a total corporate image.
3. Name 5 of the 15 elements involved in corporate identity.
4. What are the four essentials of corporate identity?
5. What are the five basic components of corporate identity?

📘 Lecture 19 — E-PR & ITS TOOLS

📖 Overview: This lecture explores the effective use of electronic tools in public relations practice in the modern age. It covers how to develop electronic PR (E-PR), the strategic use of email as a PR tool, guidelines for writing electronic press releases, and the proper use of laptops and LCD panels for presentations, including their advantages and disadvantages.

🗂️ Topics Covered

This lecture covers the immediate points to consider when developing E-PR, including what a website should and should not include. It then examines the use of email as a PR tool in four distinct ways, followed by the structure and guidelines for writing an E-Press Release and the use of Signature Files. Finally, it explores the upsides and downsides of using laptops and LCD panels for presentations, along with techniques for their effective use.

📝 Lecture Summary

Overview

The use and benefit of Internet and Email has been greatly identified as a useful tool for public relations practice. But how and when to use this is a question which needs to be pondered upon in the modern day practice of public relations. This and the use of laptops or note book will also be looked at and its advantages and disadvantages will also be compared in this lecture.

How To Develop E-PR

This is the age of electronic communication. It is therefore important to know the different aspects of developing PR in this sector.

Immediate Points To Consider.

1. Immediate Impressions.
2. Wise use of colors & illustrations in a purposeful way.
3. Quick download of information possible from the site.
4. Use small images, storing them as highly compressed file.
5. Your site should /could include:
   • An overall mission statement.
   • Details of products or services.
   • Secure means of ordering.
   • Compact, relevant & informative material easily readable.
   • Information about key personnel & company locations.
   • Good links to other /own, and / or relevant sites.
   • Publicity about awards, ’good works’.
   • Frequently asked questions. (FAQs)
   • Membership or registration offers.
   • Competitions, quizzes or other entertaining items.
   • Some form of feedback.

Your site should not include:

1. Unnecessary flashy & fancy graphics.
2. Curious backgrounds that render text almost impossible to read.
3. A lead page that merely shows your logo or company name.
4. Unclear and useless links or other devices that viewer may not recognize.

Using Email As PR Tool:

1. Email is addressed to individuals, who each receive a personally addressed item with no copy marked elsewhere.
2. Email is sent to individuals on a list, so that all know who else has received it.
3. Email is posted on web so that anyone who wants to, can download it.
4. Email is available to be sent to auto responder to anyone who logs in.

E - Press Releases.

A. Start with a bold heading – FOR IMMEDIATE RELEASE. B. Choose an eye catching headline, short, relevant, truthful & to the point. C. Keep the size to maximum of 500 words. D. Include your web address (URL) for future contact. E. Use simple & readable fonts. F. Do not have large attachments.

Signature Files – The new PR Tool.

• Simple Messages that conclude all your emails.
• These are seen by every e-mail recipient.
• This keeps your names & concepts in mind.
• Useful & legitimate way of promoting your key purpose.

🔑 Definition — Signature Files: Simple messages that conclude all your emails, seen by every e-mail recipient, which keep your names and concepts in mind and are a useful and legitimate way of promoting your key purpose.

Writing An E Press Release.

Internet - a useful medium for press releases. Special recommendations:

• Start with a bold heading.
• Add a date always.
• Choose eye catching headline – short & relevant.
• Use a simple font e.g. Arial & avoid block letters.
• Avoid attachments to a press release.

How To Develop E-PR Using Laptops & LCD Panels Well

Techniques For Using Laptops For Presentations.

• Don’t overdo visual effects; don’t make a visual for every single thought.
• If possible index slides for quick reference tailoring to your requirements.
• Have plan B --- a hard copy version of your slides --- as a stand by.
• Rehearse carefully & thoroughly.
• Get there early; check everything twice.
• If using a TV monitor use at least 30 inch screen. (better to use LCD data show).
• If using an LCD Panel & reflective screen, try to get a super high resolution projector.
• Allow sufficient setup / boot up time.
• Ensure image is large enough to be seen & is clearly readable.
• If presenting in a darkened room , emphasize your voice dynamics.
• If you anticipate long discussion on slides turn off screen saver.
• For commands, use a remote portable mouse as opposed to tapping the laptop.

⭐ Key Takeaways

For effective E-PR, a website must create an immediate positive impression with a clear purpose, easy navigation, and quick downloads, while avoiding flashy graphics and unclear links. Email is a powerful PR tool that can be used for personalized communication, list-serve distribution, web posting, or auto-responder replies. An electronic press release must be concise, limited to 500 words, have a bold "FOR IMMEDIATE RELEASE" heading, and avoid large attachments, with simple fonts. When using laptops for presentations, professionals must have a backup plan, avoid overdoing visual effects, rehearse thoroughly, and use a remote mouse, being mindful of the setup time and room lighting.

🧠 Quick Revision Questions

1. List four items that a well-designed E-PR website should include.
2. What is the maximum recommended word count for an electronic press release?
3. What is a "Signature File" and why is it considered a new PR tool?
4. Name three "down sides" or disadvantages of using laptops and LCD panels for presentations.
5. What is the recommended "Plan B" when using a laptop for a presentation?

📘 Lecture 20 — Sponsorship—An Important PR Tool

📖 Overview: This lecture explores sponsorship as a powerful public relations tool, explaining why organizations sponsor events, what types of sponsorship exist, and how to organize sponsorship effectively. It also shifts focus to internal communications, detailing how PR supports employee communication, what employees aspire to, and how to conduct a communication audit to improve organizational reputation.

🗂️ Topics Covered

The lecture begins with the rationale for sponsorship, including market entry, brand familiarity, and media coverage. It then lists what can be sponsored—sports, arts, education, charitable causes—before moving to employee communication. Key areas include upward/downward/sideward communication, employee aspirations checklists, communication audit tools, and how communication shapes corporate identity and reputation.

📝 Lecture Summary

Why Sponsorship?

“A wise man will make more opportunities than he finds.” – Francis Bacon. This quote sets the tone for sponsorship as a proactive PR opportunity. The lecture poses four guiding questions: Why sponsor? What to sponsor? What are the total costs? How can sponsorship be organized?

Sponsorship—An Important PR Tool

1. Why Sponsor? Organizations sponsor to achieve specific goals such as entering a new market segment, increasing familiarity with the company name, improving customer relations, enhancing corporate image, demonstrating product performance, obtaining maximum media coverage, supporting distributors, gaining recognition in export markets, increasing goodwill, and offering hospitality to business guests.

🔑 Definition — Sponsorship: A PR tool where a company provides financial or in-kind support to an event, activity, or cause in exchange for brand exposure, goodwill, and other strategic benefits.

What To Sponsor? Possible sponsorship categories include: SPORTS, ARTS & CULTURE, PUBLICATIONS, PROFESSIONAL AWARDS, EDUCATIONAL initiatives, and CHARITABLE CAUSES.

How Does PR Support Employee Communication

Important Questions PR professionals must ask: How much do employees know about board room decisions—should they or should they not? How much interest does management take in employees’ attitudes and aspirations? To what extent are modern technologies such as the internet, mobile phones, pagers, and PCs exploited for better employee communication?

🔑 Definition — Internal Communication: The exchange of information within an organization, including downward (management to employees), upward (employees to management), and sideways (peer-to-peer) communication.

How Does PR Communicate With Employees Effective employee communication requires understanding the difference between Management → Employee and Employee → Management communications. PR must manage both downward and upward flows, and even sideways internal communication. A key challenge is whether any person is directly responsible for managing such communication.

What Are Employees Aspirations?

A checklist is used to evaluate employee needs: Are employees secure? Are salaries higher? Do they have longer holidays? Do they have shorter working hours? Do they have greater safety? Are there opportunities for promotion? Are they given equity ownership? Do they have more participation in decision making?

Other Methods Additional communication tools include: E-Newspapers, company websites to keep information available, Video Magazines, occasional playing of information on video or through interactive CDs, and notice boards (controlled notice boards are a very effective way to communicate with employees).

PR & Communication Audit

The communication audit reveals common employee criticisms: Employees are very critical of the company’s advertising; employees require more access to policy information; issuing a questionnaire to employees helps know what they want and expect; employees expect more profit than is shown.

Positive Indicators Success of internal communication is indicated by: Reduction in staff losses, reduction in absenteeism, increased take-up of equity schemes, better understanding of the organization’s policies, better understanding of the managerial structure (who is responsible for each function), and evidence of greater job satisfaction.

💡 Why this matters: A communication audit measures employee satisfaction across factors like working conditions, salary, promotion prospects, and communication with management—directly impacting organizational reputation.

Communication Audit

The communication audit evaluates two streams: Communication Inside the Organization and Communication Outside the Organization. The process shapes the MESSAGE to build the POSITIONING, which defines CORPORATE IDENTITY, ultimately earning a REPUTATION that DIFFERENTIATES the organization from its competitors.

⭐ Key Takeaways

Sponsorship is a strategic PR tool that answers why, what, and how to fund events or causes to gain brand visibility, enhance corporate image, and build goodwill. Employee communication is equally vital—it must be bidirectional (upward, downward, sideways) and leverage modern technologies. A communication audit, using checklists of employee aspirations and surveys, reveals gaps in satisfaction. The ultimate goal is to shape the message, build positioning, define corporate identity, and earn a reputation that differentiates the organization. Students must remember the four sponsorship questions, the full list of employee aspirations, and the communication audit’s role in shaping corporate reputation.

🧠 Quick Revision Questions

1. List at least five reasons why an organization might choose to sponsor an event.
2. What are the six categories of sponsorship mentioned in the lecture?
3. Name three methods (beyond traditional meetings) PR can use to communicate with employees.
4. What is a “communication audit,” and what positive indicators does it look for?
5. How does the communication audit process link message, positioning, corporate identity, and reputation?

📘 Lecture 21 — House Journals

📖 Overview: This lecture explores the role of house journals as a 150-year-old public relations medium, detailing their types, target publics, and application in PR practice. It also covers the fundamentals of customer relations, including after-market services, and examines the four key aspects of exhibitions in public relations, along with their special characteristics and support mechanisms.

🗂️ Topics Covered

The lecture begins with an introduction to house journals and employee response to them, followed by a classification of six types of house journals. It then identifies the possible publics for these journals, explains how PR can conduct good customer relations including the secret of good customer relations and after-market services. Finally, it covers exhibitions and PR through four aspects, special characteristics of exhibitions, PR support for participants and promoters, and various kinds of PR exhibitions.

📝 Lecture Summary

HOUSE JOURNALS

This is approximately a 150-year-old PR Medium or a form of public relations. These have been given different names like house organs, employees’ newspapers, company newspapers, or newsletters. Before studying the purpose and types, we must study the employee response to such a publication:

• Do the employees welcome such a journal?
• Do they regard it rather cynically as something imposed by management?
• Are employees invited to contribute to the contents? – Reader participation is very important.
• Are employees (readers) critical letters permitted/printed?
• Does it look like it interests the employees or it only satisfies the vanity of the management?

TYPES OF HOUSE JOURNALS

• Sales Bulletin – Normally exchanged between a sales manager and sales staff, which could even be weekly.
• Newsletter – A digest of news for busy employees like management and technicians, and also acts as external communication.
• The Magazine – Contains feature articles and pictures, and its frequency can be monthly or quarterly.
• Tabloid Newspaper – Resembles a popular newspaper.
• Wall Newspaper – A very useful form of staff communication for employees contained in one location like a factory, a store, or a hospital. It will be something like a poster, similar to what Pakistan/British Rail uses for its stations.

🔑 Definition — House Journal: A 150-year-old PR medium, also called house organs, employees’ newspapers, or company newsletters, used for internal and external communication.

POSSIBLE PUBLICS OF HOUSE JOURNALS

• The Trade – Distributors who can be educated about a company and its products.
• Users – Formulators, designers, and others who could be shown how to use products such as materials, components, or ingredients.
• Professionals – To whom products and services of interest can be described and explained.
• Patrons – In-flight magazines are a good example, or those supplied to hotel guests.
• Customers – Journals issued or sent to customers, generally free of charge.
• Opinion Leaders – Those who matter need to be informed.

HOW PR CAN CONDUCT GOOD CUSTOMER RELATIONS

Basically, public relations depends on 2 major requirements for good customer relations:

• Quality products or services.
• Responsible acceptance of after-market needs.

Secret of Good Customer Relations:

• To determine what the customer wants and would like.
• What problems of product or services need to be addressed?
• What doubts the product or services raise?
• Attractive and smart packing has to be designed.
• The after-market policies have to be seriously devised and implemented.

💡 Why this matters: Good customer relations fundamentally depend on product quality and responsible after-market service, not just communication tactics.

THE AFTER MARKET (AFTER SALES)

• Can your customers find spares and/or service agents easily?
• Do you train service engineers?
• Do you provide them with an explanatory manual?
• Does your product carry an explicit, well-illustrated service manual?
• Does the guarantee with your product have complicated and infuriating exclusion clauses?

EXHIBITIONS & PR – 4 ASPECTS

1. Participation in a public or trade exhibition.
2. Public relations support for a participant.
3. Exhibitor’s promoter’s public relations.
4. Public relations exhibition.

Special Characteristics:

• Attractiveness.
• Visibility.
• Personal Confrontation.

EXHIBITIONS & PR – PUBLIC RELATIONS SUPPORT TO THE PARTICIPANTS

Following is the main service of support public relations can provide in an exhibition to the participants:

• Contact the exhibition officer to offer support.
• Identify and approach the chief guest for visiting the stand during the tour.
• Ensure coverage in the media.
• Make available the company’s important officials in the press conference of the exhibition.
• Secure exclusive media coverage during the exhibition.
• Advise, inform, and advise the export promotion department about your product.
• Producers of relevant Radio and TV programs are invited to provide information about future products.

EXHIBITION PROMOTER’S PUBLIC RELATIONS

Following support public relations can provide to a promoter of an exhibition:

• Organize PR activities like press conferences, issue of news releases to announce future exhibitions.
• Release a diary of all upcoming exhibitions.
• Cooperation with government exhibition agencies, which circulate information about exhibitions.
• Seek advance information from exhibitors.
• Cooperate in arrangements for the official opening.
• Arrange full press coverage of the official opening.
• Release “curtain raisers” for the upcoming exhibitions.
• Maintain a PR office throughout the exhibition.
• Coordinate with exhibitors for any special activity.
• Produce an end-of-exhibition report on exhibitor’s comments.

VARIOUS KINDS OF PR EXHIBITIONS

• Portable Exhibitions – Modular, which could be taken apart and moved to site.
• Permanent Exhibitions – Usually at company premises but can be at trade centers as well.
• Mobile Exhibitions – Moving from place to place, floats, etc.

⭐ Key Takeaways

House journals are a 150-year-old PR medium that require genuine employee involvement and reader participation to be effective, not just management vanity. There are six types of house journals (sales bulletin, newsletter, magazine, tabloid newspaper, wall newspaper) serving various publics from trade to opinion leaders. Good customer relations depend on quality products, understanding customer wants, and a responsible after-market service including easy access to spares, trained engineers, and clear manuals. Exhibitions have four PR aspects and three special characteristics (attractiveness, visibility, personal confrontation), with distinct support roles for participants and promoters. PR exhibitions come in three forms: portable, permanent, and mobile.

🧠 Quick Revision Questions

1. What are the five questions PR must consider to gauge genuine employee response to a house journal?
2. List the six types of house journals and briefly describe the purpose of each.
3. What are the two major requirements for good customer relations according to this lecture?
4. Name the three special characteristics that must be kept in mind for exhibitions.
5. What are the three kinds of PR exhibitions, and how do they differ from each other?

📘 Lecture 22 — Crisis Management in PR

📖 Overview: This lecture explains the meaning and types of crises from a public relations perspective, emphasizing that crisis means both danger and opportunity. It covers essential preparedness steps, the do's and don'ts during a crisis, and provides a real-world case study from Pakistan. The lecture also explains how to deal with opinion leaders, reporters, and interviewers effectively.

🗂️ Topics Covered

The lecture covers the meaning of crisis in PR, two things necessary for crisis preparedness, detailed do's and don'ts in a crisis situation, a typical PR crisis example (Buner Poppy Substitution Project survey), how to deal with opinion leaders, and strategies for handling reporters and interviewers both at your place and in a studio setting.

📝 Lecture Summary

Crisis & Public Relations

A public relations professional must be prepared for crises because of the devious nature of business. The best meaning of crisis from a PR point of view is that crisis means "both danger & opportunity". An appropriate response to a challenge depends upon an appropriate decision.

🔑 Definition — Crisis: "both danger & opportunity" — an event that presents both a threat and a chance for positive action through appropriate decision-making.

2 Things Necessary For Preparedness

1. It is better to have a crisis committee consisting of the CEO, Personnel manager, Works manager, now-a-days Security officer, and Public relations manager.
2. These people should have regular contact by meeting for an overview and regular appraisal of the situation.

Do’s In A Crisis Situation

Both individuals and management tend to panic in a crisis. The following are the Do's to face and resolve a crisis efficiently:

• Gather all facts.
• Only credible spokespeople to speak or talk.
• Be accessible to the media.
• Report crisis yourself.
• Provide sufficient evidence of statements.
• Record events as the crisis evolves.
• Update crisis communications plan periodically.

Don’ts In A Crisis Situation

The following Don'ts must be avoided at all costs:

• Avoid "no comment" as it leads to speculation.
• Don’t debate the subject.
• Don’t attempt to assess blame, rather address & solve the problem at hand.
• Don’t over react & exaggerate the situation.
• Don’t deviate from corporate policy or agreed upon crisis procedures.
• Don’t make "off the record" statements — there is no such thing.

💡 Why this matters: A single "no comment" can destroy months of trust-building. The "off the record" rule is absolute—any statement can and will be used.

A typical PR Crisis Situation: Survey report for Buner Poppy Substitution Project (Pakistan) by PNCB

FACTS:

• Buner in Lower Swat where almost 1/3rd of total opium poppy was being cultivated.
• The survey was to be conducted over an area of 600 square miles or 155,400 hectares.
• It was an area with poor communication & transport facilities.
• The people were hostile to the idea of abandoning poppy cultivation.
• The concerned staff was apprehensive for non-cooperation of the residents.

Objectives of the Plan — To convince inhabitants that:

• This socio-economic survey was in their interest.
• The Government wanted to develop this neglected & under-developed area.
• The Government could launch development schemes only after collecting necessary data through a survey.
• Proposed development schemes would open up new avenues for jobs and bring Buner at par with the rest of the country.

Plan Of Action Adopted:

• Specially written articles were inserted in newspapers.
• Radio & TV was used to run special programs in local dialects (Pushto & Gojri) mainly spoken in the region.
• Leaders of public opinion, including headmasters, notable religious figures were apprised of the importance of the survey and motivated to lend their support.

Results of Action Plan:

• Inhabitants became cooperative and were ready to help.
• They provided all help and also extended hospitality.
• The earlier resistance faded and the survey went on smoothly.
• The inhabitants were convinced that the survey was in their interest and for their benefit.

How To Deal With Opinion Leaders

• Who are opinion leaders? — Whose opinions are listened to with respect.
• What can they do? — They can be dangerous and/or indispensable.
• They can help or hinder.
• They have to be identified.

💡 Why this matters: Opinion leaders are the gatekeepers of community trust. In the Buner case, engaging headmasters and religious figures transformed resistance into cooperation.

How To Deal With Reporters & Interviewers

Reporters and Interviewers are generally well prepared and critical people. It is essential they are tackled carefully and professionally.

Keys To Tackle Effectively:

Interview at your place — Here you are the Host: The big question is: Why does the Journalist want an interview?

• Make sure you know your facts.
• Do your homework.
• Be articulate, as this shows confidence.
• Welcome journalists courteously. Thank them for coming.
• Do not fudge issues. Always have some answers ready.
• You are the host. They are your guests so look after them well.

Interviews In The Studio — Here you are the Guest:

• How do you sound?
• Be more guarded, and don’t be provoked.
• Speak slowly, confidently, in a warm attractive style.
• You should sound as if you are enjoying the broadcast and communicating with the audience.

⭐ Key Takeaways

The most critical lesson from this lecture is that a crisis is both a danger and an opportunity, and success depends on appropriate decision-making. Every organization must have a crisis committee with regular meetings, and must follow the do's (gather facts, use credible spokespeople, be accessible) while strictly avoiding the don'ts (no comment, blaming, off-the-record statements). The Buner case study demonstrates that crisis communication works when you understand local culture, use local languages, and engage opinion leaders. Finally, handling the media requires different strategies depending on whether you are the host (at your place) or the guest (in the studio), but in both cases preparation, confidence, and honesty are essential.

🧠 Quick Revision Questions

1. What is the PR-friendly meaning of "crisis" and why is this definition important?
2. List the six key "Do's" and six key "Don'ts" that a PR professional must follow during a crisis.
3. In the Buner Poppy Substitution Project case, what were the three main components of the plan of action that turned resistance into cooperation?
4. Who are opinion leaders, and why are they described as both "dangerous" and "indispensable" in crisis management?
5. What is the single most important rule to remember when dealing with reporters, and how does the strategy differ between an interview at your place versus in the studio?