Transcript Document

PUBLIC RELATIONS
Neha Banerjee
WHAT IS PUBLIC RELATIONS ?
“Public Relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics” PRSA
WHAT IS PUBLIC RELATIONS ?
VARIOUS VIEWS:
“The deliberate, planned and sustained effort to
establish and maintain mutual understanding
between an organization(or individual) and its (or
their) publics” PRIA
WHAT IS PUBLIC RELATIONS ?
VARIOUS VIEWS:
“Public Relations is about reputation- the result of
what you do, what you say and what others say
about you.
Public Relations is the discipline which looks after
reputation, with the aim of earning understanding
and support and influencing opinion and behavior. It
is the planned and sustained effort to establish and
maintain goodwill and mutual understanding
between an organization and its publics”CIPR
WHAT IS PUBLIC RELATIONS ?
VARIOUS VIEWS:
“Public Relations involves building good relations
with the company’s various publics by obtaining
favorable publicity, building up a good corporate
image, and handling or heading off unfavorable
rumors, stories and events.
PR is used to promote product, people, idea and
activities” Philip Kotler
DIFFERENCE BETWEEN ADVERTISING AND PR
Paid media vs earned media
 Purchase vs independent verification by a
trusted third party
 Exposure vs trust
 Guaranteed placement vs no guarantee
 Complete creative control vs media
controls final version
 More expensive vs less expensive

“ Advertising is what you pay
for,publicity is what you pray for”
A recent study from 2014 by Neilsen
commissioned by in Powered on the role of
content in the consumer decision-making
process concluded that PR is almost 90% more
effective than advertising
 Expert content lifted familiarity 88 % more than
branded content

CASE STUDY
Launch of Tata Nano
PRINT ADVERTISEMENT
TATA NANO TVC
TATA NANO LAUNCH EVENT:
SIMILARITY BETWEEN ADVERTISING & PR?
CONCEPT
Media
Govern
ment
Organization
Stake
Public
Relations
Holde
r
Stake
Holder
Share
Holde
r
Employee
Customers
SOME OF THEM…….
CASE STUDY 1
MALAYSIAN AIRLINES
PR INDUSTRY IN INDIA
PRSI
 Optimistic – growing
 Huge network of home grown and MNCs
 Offering integrated campaigns
 ORM is becoming crucial
 Specialized agencies

FEW NAMES ….
ROUTINE DAY
PR HIT !
MISSED IT !!
?????
DICTIONARY
Media
 Client
 Agency
 Spokesperson/spokespeople
 Brief
 Target media
 Pitch

JARGONS
Corporate communications
 Marketing communications
 Digital pr
 Online Reputation Management
 Integrated marketing communications
 Traditional PR
 Digital PR
 Proactive PR & Reactive PR
