Public Relations - An Effective Promotional Tool

Public Relations - An Effective Promotional Tool

By Rupal Jain

Edward lowis bernays, who is considered the founding father of modern public relations along with ivy lee, defined public relations as a management function which tabulates public attitudes, defines the policies, procedures and interest of an organisation followed by executing a program of action to earn public understanding and acceptance.”

The objective is to establish two way improved channel of communication and continuous flow of information between the organisation and the shareholders, government, media, customers, employees and society, thus it is primarily directed towards creating, maintaining, gaining and enhancing public understanding, acceptance, reputation, image and goodwill.

Common activities include speaking at conferences, winning industry awards, working with the press and employee communication. It usually deals with issues rather than product or services.

PUBLIC RELATIONS can be for products, employees, financial relations, COMMUNITY RELATIONS, CRISIS COMMUNICATION, GOVERNMENT/ POLITICAL RELATIONS, PUBLIC INTEREST OR CONSUMER EDUCATION.

DENTAL DICTIONARY DEFINES PUBLIC RELATIONS AS, “THE ART AND SCIENCE OF PROMOTING GOODWILL WITHIN THE PUBLIC BY A CORPORATION OR GOVERNMENTAL AGENCY, PRESS RELEASE, MEDIA, NEWSPAPER, MAGAZINES, RADIO, TELEVISION, DIRECT MAILS, ONSITE PROMOTIONAL EVENT ETC”.

It can be done in-house or by external agency.

Many small companies individually handles their pr activities, whereas, large companies contracts their public relations with external public relations or advertising agencies to enhance their corporate image.

“PUBLIC RELATIONS IS A SET OF MANAGEMENT SUPERVISORY AND TECHNICAL FUNCTIONS THAT FOSTERS AN ORGANIZATIONS ABILITY TO STRATEGICALLY LISTEN TO, APPRECIATE AND RESPOND TO THOSE PERSONS WHOSE MUTUALLY BENEFICIAL RELATIONSHIP WITH THE Organisation ARE NECESSARY IF IT IS TO ACHIEVE ITS MISSION AND VALUES” – Robert HEALTH.

Public relations tell the public about the plans, policies, values, beliefs, attitudes, perception and the results of the organization.

AS RIGHTLY SAID, “AN EFFECTIVE COMMUNICATIONS OR PUBLIC REALATIONS; PLAN FOR AN ORGANISATION IS DEVELOPED TO COMMUNICATE TO AN AUDIENCE (WHETHER INTERNAL OR EXTERNAL PUBLIC) IN SUCH A WAY THAT MESSAGE Coincides WITH ORGANISATIONAL GOALS AND SEEK TO BENEFIT MUTUAL INTEREST WHENEVER POSSIBLE”.

Written By: Rupal Jain, Lecturer, Atharva Institute of Management Studies (MUMBAI) She can be reached at  jainrupal@sify.com