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