concepts and strategies

8/2/2019 Concepts and Strategies

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Concepts and strategies

Public Relations


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PR- an overviewWhat is PR?

It is art and science of analyzing

trends, predicting their consequences,

counseling organizational leaders and

implementing planned programs of

action which will serve both theorganization and the public interest.


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Harwood I Childs.

PR is not just the presentation of a

point of view, or the art of temperingmental attitudes, or the development

of cordial relations, but

To reconcile or adjust in the public

interest those aspects of our personal

and corporate behavior which have

a social significance


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Aims of PR

To change or neutralize hostilepublic opinion

To crystallize unformed opinion

To conserve favorable publicopinion


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Public Relations constantly strives to:

Start

LeadChange

Speed up

Public opinion provides thepsychological environment in which

organizations prosper or perish


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What does it mean in brass-tacks?To identify various stakeholdersTo understand their communication needs

To decide the best cost-effective media to

reach out to those publics

To identify the communication obligation

of the organization

To disseminate information about the corevalues and competencies to the desired

audiences

To create a distinct corporate identity for

the organization


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Public Relations and Change

Like everything else, public relations also needs a re-look at itself.

It is important because of the mind boggling changes

that have come about in the last one decade or soPR, like other disciplines in communication is

dependent on environment and because the

environment- social, political, economic has changed

so drastically, it has impacted PR also.

Most of the changes in the recent past have been

technology driven.


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Why does PR need to change?

In order to cope up with new

environmentto aim at improving efficiency,

enhancing productivity and

overcoming competition


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The environmentThe ever-changing media scenario

The new market place

Global markets

Global buyers

Despite globalization, the customer is

seeking customization


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Changing paradigms

The information societyBecause people are more aware, they dont take

things at face value. They question. Human rights

and Public Interest Litigation are the order of the

day.


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The information revolution

The reach of mass media, especially television has made the media plannersrethink about their media options in the rural India.

The new media- internet and on-line communication has brought about aparadigm shift

The information revolution instead of bridging the gap has created two distinctclasses, viz.., Media havesand Media have nots

The communication scenario today bears little resemblance to what was evenfive years back The technology gets outdated as soon as it is adopted

the dream of a Global village seems to be coming true


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What are the lessons for PR?Understand change

Aim at changing the mindset

Prepare the constituent publics to do the same

Help the Organization in acquiring global vision with

matching strategy

Aim at cultivating roots and individual identities

It means re-employing successful ideas and new

geographies around the world

It means building astute commercial insights andwisdom


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PR publics

Internal: employees, families, shareholdersexternal: Customers, suppliers/vendors/

opinion makers, bureaucracy,

administration, media, special interestgroups et al.


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PR media

PR uses both controlled (when the TA

is defined and the media in control)and uncontrolled media (mass media)

The prudence lies in matching theright media with the right target

audience.


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Is problem solving enough?

Certainly not. This calls for reactive strategy

If PR has to become a change agent, problem

areas need to be located and plugged through

effective communication.

Look for Idea Sensitive Areas (ISA). And work

on them.

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