ROLE OF PUBLIC RELATIONS
Vivek Ranjan Shrivastava
Vivek Ranjan Shrivastava
ADLL S E
Civil and Public Relation Officer , M P P K V V Co JABALPUR
Mob
9425806252
Public
relations (PR) is about managing reputation of the organization . This career
field aims to gain understanding and support for clients as well as to
influence opinion and behavior.
PR
officers use all forms of media and communication to build, maintain and manage
the reputation of their clients. These range from public bodies or services to
businesses and voluntary organizations. They communicate key messages, often
using third party endorsements, to defined target audiences in order to
establish and maintain goodwill and understanding between an organization and
its public.
PR
officers monitor publicity and conduct research to find out the concerns and
expectations of an organization’s stakeholders. They then report and explain
the findings to its management.
Typical work activities
A public
relations (PR) officer often works in-house and can be found in both the
private and public sectors: from the utility and media sectors to voluntary and
not-for-profit organizations. Some PR officers may be based in consultancies.
The role
is very varied and will depend on the organisation and sector. Tasks typically
involve:
·
planning, developing and implementing PR strategies;
·
liaising with colleagues and key spokespeople;
·
liaising with and answering enquiries from media, individuals and
other organizations, often via telephone and email;
·
researching, writing and distributing press releases to targeted
media;
·
collating and analyzing media coverage;
·
writing and editing in-house magazines, case studies, speeches,
articles and annual reports;
·
preparing and supervising the production of publicity brochures,
handouts, direct mail leaflets, promotional videos, photographs, films and
multimedia programmes;
·
devising and coordinating photo opportunities;
·
organizing events including press conferences, exhibitions, open
days and press tours;
·
maintaining and updating information on the organization’s
website;
·
sourcing and managing speaking and sponsorship opportunities;
·
commissioning market research;
·
fostering community relations through events such as open days and
through involvement in community initiatives;
·
managing the PR aspect of a potential crisis situation.
MEANING OF
PUBLIC RELATIONS
The institute
of Public Relations of England
Because so many journalists are
employed in public relations practice, Public relations is often thought as
press relations but it is much more than that. It covers the whole field of
communications using any media written, spoken or visual.
"Space-grabbing" as many newspapermen acidly term, publicity is still
the prime mission of some entertainment world.
A more comprehensive definition of Public Relations is
responsibility and function of management, which 1) Analyses Public interest
and determines public attitudes; 2) Identifies and interprets policies and
programs of an organization; and 3) Executes a program of action to merit
acceptance and goodwill".
Public Relations people
seek to solve problems, which may impede good relations or cause
misunderstanding and use the technique of organized persuasion to influence
people’s behavior and thinking. This may work like magic or confidence trick,
but public relations officer has to adhere to strict code of professional
conduct. They must not for instance, try to affect business unfairly, or
determine false or misleading information. All these causes add up to one basic
rule, which is "not to deceive".
Distinction
between Public Relations and propaganda
You don't beam out a favorable projection of an organization if there is
something wrong in the company, such as internal communications or bad
management. Then the public relations consultant should not project the company
in that manner, as that would be untrue. He should instead advise the
management on the steps they should take to make sure the company gets a good
reputation.
The expertise of public
relations practitioner is used today by a growing body of people, including
industry, commerce, government departments, local authorities, charities and
people in the public eye.
PERSONAL QUALITIES OF PUBLIC RELATIONS OFFICER
A public relation officer will
certainly do some writing. He is almost bound to have to prepare press releases
and has to write some articles. He will have to draft letters and draw up
reports for his clients. If employed by a large firm he may be asked to write a
speech for his chairman, to edit house journals, or to write company brochures
or sales literature.
A good Public Relations officer
has the ability to marshal facts to summarize the important points and then to
express himself clearly in both writing and speech. His standard of integrity
is high. His facts are people's eyes. He must be able to gain people's
confidence, which comes from an understanding of human nature and the
imaginative ability to put sense and enthusiasm for the job.
EDUCATION:
A PRO must be educated, as he
has to perform all the very important duties. He must be having full knowledge
of the firm where he is working. Technical details are also important things.
Some important points regarding machinery and production are known to the PRO.
He must be good journalist, as he has to make reports of the programs. He must
be bold and capable of taking leadership and responsibility of the company. He
must be able to avoid any complaint from outside about the company. A main
thing, which is important for PRO is that he must be able to satisfy people.
That means he must be a master in the communication art.
As far as educational qualification
is concerned diploma in public relations is a must. During the interview, his
style of speaking and presentation are the most important trademarks, which
come across in a PRO’s selection.
PUBLIC RELATIONS IN
GOVERNMENT
Representatives of the people
form an assembly. The main functions of these elected people are nothing but
maintain Public Relations. The government recognizes the people as the masters
and these masters keep the people informed about the policies of government and
plans, which have been prepared and executed according to public wants and
desires. This is a very important task, which is done by the representative of
the people. This explanation should prove beyond doubt that leadership is one
of the most important quality in determining your ambition to be a successful
Public Relations Officer.
ROLE OF PUBLIC
RELATIONS
An organization has to keep
relations with several groups to create and maintain a favorable image about
the organization in the minds of the people. The people are divided into
following groups or categories as per the company's or organization’s
relations.
The
consumers.
The
dealers.
The
employees.
The
shareholders or Proprietors.
The
community.
1) CONSUMER RELATIONS:
Most important thing for the
company is a consumer as they are the people who decide the business for the
company. Keeping good relations with the consumers is very necessary for the
company. Though the company usually has no direct contact with the consumers
but certainly through the middlemen, like the wholesalers, dealers and
retailers are there in between the company and consumer to strike the chord
between the consumers and the company. Once a good repo is struck between all
the chains of the company, then the relations are kept by the following ways.
Before
launching a product in the market a survey is done and according to the needs
and wants of the people, the product is designed, structured and calibrated.
The price of the commodity is also decided by taking in account general public
opinion and obviously general market strategies and combinations. This is also
one type of public relations.
Now,
second part of public relations start. Proper information about the product,
company history & background, and policies are explained to the consumer.
The information may be given by the dealer or by public relations during
garnishing of public complaints and suggestions.
A Public Relations Department
should ideally receive complaints and suggestions from the people or customers
who are directly coming to the company. In this way consumer relations are kept
and organized by the company.
Dealers are working as a bridge
between manufacturers and consumers. A product from manufacturer is first sold
to the dealer and then it reaches to the consumer. Therefore, it is
essential for manufactures to keep good relations with dealers as they are
taking the product in bulk and also interested in maximizing the profits. A
good dealer relations can only be promoted if the manufacturer is fair in his
relations in following fronts; By giving credit facility, by giving delivery of
product on time, by doing his advertisement, which makes good relations. To
appreciate the dealer’s work and to inspire him to sell are the main things,
which are to be done by manufacturers to make strong relations.
3) EMPLOYEE RELATIONS:
A Company gives many facilities
to the employees who are working for the company. For their excellent
performance in work, awards are given to the employees. Bonuses and incentives
are also provided to the workers but along with this more things are given to
employees to make good relations with them. An employee should not get bossing
but he must be working under control. Because bossing is the thing, which earns
a bad reputation for the company in workers minds and naturally affects his
work. To avoid loss to company it is necessary for a manager to look upon this
bossing matter from the initial stages itself. If employee's relations are good
then company will always be in good profit and no disputes will arise in the
workers and managerial staff.
4) SHAREHOLDER RELATIONSHIP:
A shareholder or proprietor is
a person who has invested money in the organization. He could have
invested this money outside in Banks or in government securities. He therefore
naturally expects a reasonable return on his investment keeping in view the
risk he is taking by investing his money in the organization involved. Thus
good shareholder relations cannot be built up if the company is not fair to
them in the declaration of dividends in particular. The amount of dividend also
affects the price of the share in the market. Shareholders naturally expect the
prices of their shares to rise in the market as then only they can make a
capital profit when they decide to sell the shares.
5) COMMUNICATION
RELATIONS:
There are many members of
community like shareholders, consumers, dealers, employee, etc. and similarly
there are many types of public relation activities that are done, which are
named as Community Relations. A Company building a meeting hall for general
public, a well for general villagers or school for students; such are the
community activities done by a company. Thus community relations activities
must be geared to actually satisfy the needs of the needy and not just be
triggered to procure glorification for the company or perpetuation of the
owner's name.
ACTIVITIES OF
PRO
Writing is the main activity of
PRO and he has to be a master in writing seminars, director's speeches and has
to make reports of presentation for the news, which is a very important task.
The presentation prepared should be simple, lucid, clear to understand, and
above all should be attractively and precisely written and framed with graphs,
summaries, etc. selected by the PRO. A typical presentation method is given
below.
The heading should be distinct
from ordinary business letter heading but should not be so designed and worded
that it looks like an advertisement. The best news and headlines should be at
the top and must be neat and simple, so that the story predominates, the name,
address and telephone number of the sender being printed distinctly but
discreetly at the foot of the sheet.
The first paragraph should not
be indented. All succeeding paragraphs should be indented. This is followed by
most newspapers. Other style should not be used.
Subheading should not be used
unless the story refers to more than one item and sub heads help to identify
them. But it is generally better to write separate stories about each item.
Capital letter should be
restricted to proper names such as surnames, company names and geographical
places, ranks and position as a general managing director do not need capital
letters, nor do materials such as steel or polythene.
5) Nothing should usually be
underlined.
6) Figures should be spelt out
one to nine. But in case of big figures they should not be spelt fully e.g. 1
lac, 10 millions etc.
All copy for the press should
be typed on machine and checked afterwards.
Continuation should be clearly
started at the foot of the complete copy and the top of the following sheet.
A report should be written on
one side of the foolscape paper only.
Another side should be kept
blank.
Length of the news should be
200 to 300 words in case of reports but it should contain all the important
points regarding the matter.
NEWS CONFERENCE, RECEPTIONS & FACULTY VISITS:
A news conference is an
informal assembly, perhaps called at a short notice so that statement may be
given to reporters and question's answered. A news reception is more formal and
organized occasion when there is a program of activities such as demonstration
ride, flight or voyage.
In organizing these public
relation events, the following points should be considered very carefully:
Does the news content of the
occasion warrant bringing busy journalists and others from their offices to
your venue?
Would a news release suffice?
Is the date sufficiently
advanced to allow your guests to print the story?
3) Is the venue easily
accessible?
The press material should be
simple such as a brief news release and a well-captioned picture, supported by
a sample if that is feasible.
PUBLIC
RELATIONS PROGRAM
FOUR STAGES:
There are four stages in public
relations program. The first stage is fact-finding, the second is organized
planning, the third one is effective communication & the final is objective
evaluation. Each of these four steps is important to the successful
implementation of a Public Relation Campaign. Let us discuss these steps one by
one.
1) FACT FINDING:
It is an informal research to
find out the problems of an organization. Any public relation campaign has to
begin with the appraisal of the problems of an organization and also the
attitude of the public.
Here is an example:
Lok Adalats were being organized for settlements of pending
court cases of electric theft , billing disputes and other matters related to
power sector . but it was felt that results were not very positive . number of
cases were pending in fast track courts. Discom officers were being summoned in
every hearing , resulting in wastage of time , money , and energy of both the
parties . to overcome this problem VISHESH LOK ADALAT was planned , a wide
publicity campaign through press ,audio and video media was planned . this created over
wheeling response and record number of cases were settled out of court with
mutual agreement .
Fact-finding can be used for
different purposes. It is the foundation to public relation planning &
identifying discrepancies. There are several methods of fact finding such as
personal contacts, mail analysis, opinion surveys, media reports, etc. Meeting
with the executives and officers at the organization can also be a part of
fact-finding programs.
This is the second stage of
laying plan and programs for satisfactory solution of the problems. Before
submitting a plan for the approval it should be examined with the following
checklist.
CHECK LIST:
What is the problem?
How is the problem going to be
solved through a public relation campaign?
Is the cause worthwhile?
What is the object of the
proposed public relation campaign?
What are the costs involved in
the campaign?
Who will execute the campaign?
What media will be used?
Will it be continuous in the
application?
Is it going to be beneficial
both to the organization and the public?
Having satisfied with the
checklist the P.R.O. can submit a comprehensive public relation project for the
approval of the management. For this a presentation, meeting should be held
with top management when the plan is not only discussed but also finally
approved.
3) COMMUNICATIONS:
This is a third step in which
the public relation program approved by management is put to action through
various media of communication, so as to convey the message to the target
audience.
The ultimate aim of a public
relation campaign is to make the people adopt an idea or a product. In adopting
such ideas, there are again four steps.
Campaign for publicity of energy saving ,
celebrating URJA SANRAKSHAN DIVAS on 14
December every year , campaign for motivating
formers to take temporary electric connection for Rabi season irrigation and
threshers , advertising to take the
benefit of Suvidha yojana etc are few of
the examples .
1) Awareness : targeted public become aware of the scheme through
various media .
2) Interest: Having known to
its existence, the people develops
interest in the idea and seeks more information on the new strain for
consideration.
3) Acceptance: public start
using the scheme
4) Trial: The public actually
puts the idea into practice
If the idea experimented ,is
successful, it can be safely assumed that the idea and campaign would be
finally adopted. This is the result of public relation campaign.
The media used for
communication for each stage must be suitable. For creating the necessary
awareness, media will be press, radio, television, news print, local
advertising, etc. Till the interest stage, the advertisement must be repeated
by the same medias because as the saying goes, "Once forgotten, twice
remembered and third implemented." For acceptance & trial stages
personal approaches or group discussion is a good and great media
4) EVALUATION:
Public relation is a long and a
continuous process. Unless public relation activities are evaluated, it may be
difficult for the management to assess the effect of public relations on the
public. Its impacts can’t be judged by the number of press releases dispatched
or by the number of exhibition of public relation works. It is to be determined
by the degree of impact a given message has produced on the public concern and
the extent of its reaction to it. For example, if the lok adalat has been adopted by the consumers, the public
relations campaign would have achieved its desired objects. A system of review
of public relations activities is therefore indispensable.
Quantitatively, public
relations cannot be measured but effectiveness can be measured by watching
reaction of the people. It is also a three-stage program.
AUDIENCE COVERAGE: It shows size and type of
target audience reached or covered.
AUDIENCE RESEARCH: If the message has reached the target audience, what was their
reaction? Did it arouse a new interest? Did they understand? Usually every
medial has an association, which conducts surveys on the impact of its program.
The exact opinion of the audience can be taken by this process.
COMMUNICATION IMPACT: The impact of the message passed on to the audience can be found
out by the communication or by direct meeting with the people. The study team
employs various tools to evaluate the impact of the planned publicity, which
includes inviting written memoranda from the public, sample surveys through
mail questionnaire, information from different publicity media units concerned,
discussions with centre & state ministers and the officials concerned,
legislators, presidents and members of Zillah Parishads, Panchayat Samitis and
village panchayats and villagers, representatives of public. Other tools
include reader interest surveys of newspapers and magazines, readability tests,
radio and television audience research, press clipping services, etc.
PUBLICITY, PROPAGANDA AND ADVERTISING
There is confusion between
public relations, publicity, propaganda and advertising. To have a clear
and precise idea of public relations, they should be distinguished from each
other and not to be confused. The public relations officer must know the
distinction between these activities.
PUBLICITY:
Public relations and publicity
are not two different branches but are the two aspects of the same things.
While their boundaries may well overlap but yet differs in the technique of
their approach. Public relation deals with individual publicity with the people
in a mass while dissemination of information to the people in the mass is
distinct from individual publicity. It has been defined as "The art of
dealing with the people in the masses. Its chief function is to gain public
attention for clients. It is also a process of making something known. We can
also say that it is an unpaid form of advertising.
PROPAGANDA:
Public relation is not
propaganda. The definition given by Gobbles is "It is a deliberate &
guided campaign to induce people for the acceptance of given idea. No regard is
given to the public opinion in propaganda and it always seeks to serve its own
selfish end." It is the end that matters in propaganda and not the means.
In propaganda false information and sinister motives often enter. The
propaganda technique, include deliberate lies, double talk, omission of facts,
distortion of facts, exaggeration, prejudiced appeals, etc.
ADVERTISING:
Advertising is the business of
selling goods & services & ideas by inducing people to want them or it
is a paid form of publicity. Public Relation is not advertising. The
advertising media are newspaper, radio, television, film, mails, internet,
websites, outdoor publicity, etc.
MEANING OF PUBLIC
OPINION:
According to Bertrand R.
Canadian, "Public opinion is an expression of a belief held in common by
members of a group or public on a controversial issue. The public opinion
emanates from an individual’s opinion of members of a group whose views are
subjected to the influences exerted by the group until a consensus is reached
and is expressed as the public opinion.
Public opinion is usually
expressed after controversy, dispute and debate over some controversial
question, which concerns the welfare doctrines and value system of a group. For
public opinion to be aroused there must exist an issue or question about which
members of the groups have affirmative or negative views. Public opinion is not
simply the opinion of a majority of a group. To truly express public opinion,
the belief must be unanimous. Otherwise, it is simply majority or a minority
opinion. A majority opinion is not sufficient to constitute public opinion. The
opinion must be representative of the group as a whole though the minority may
not have it and they feel bound by conversion and be feared to accept the
group’s opinion and submit ungrudgingly to the majority.
OPINION FORMATION:
The basic objective of public
relations is to influence public opinion, which develops from the attitudes of
individual comprising the public. Therefore, it is important to understand the
meaning of attitudes, why people hold attitudes and their role in the opinion
for mind process.
MEANING OF
ATTITUDE
Attitude may be defined as a
way of looking at situations. An attitude expressed verbally by behavior is an
opinion. Attitude which expresses a feeling for or dislikes are a product of
numerous physical and mental influence. Body process affects attitudes. Good
health contributes to favorable attitudes, while illness develops negative
attitudes. Cultural and religious backgrounds often determine a person's
attitude. A graduate of a School
of Business Administration
Attitudes are dominant until
aroused by motive, which are incited by a need, emotion, idea or physical
state. The motives which arouse attitudes in individuals originates into
desires for rewards, as in the case of a worker who has a favorable attitude
towards his union because it seeks to secure for him increased compensation and
benefits. Businessman agreement seeks the favorable attitude of employees by
rewarding them bonuses and providing benefits for improved performance. On the
other hand, unfavorable attitude are aroused in employees who are inwards in
their desire for higher wages, recognition or good working condition.
Individuals express their
beliefs, philosophy and value their attitudes. A good Indian has attitude
towards freedom and democracy, which reveals his benefits and expresses his
character. Similarly a responsible American Citizen carries his own attitude,
which is most similar as the supremacy of Americans over the world.
KIND OF ATTITUDES:
Attitude can be of three types
positive, passive and negative. A positive attitude induces a person to react
favorably towards another person, an issue, a policy, or an organization. Many
industrial workers have a positive attitude favorable for labor unions and
inciting participation in union activities.
An individual’s attitude
towards an issue, person or organization may be completely passive. As a
result, he will have no opinion on issues or on the group. A worker who has
passive attitude towards labor union will have no opinions on controversial
questions involving union policy or activities.
Attitude also may be negative,
giving an individual an unfavorable opinion of a person, issue or organization.
A negative attitude is usually accompanied by a feeling of unpleasantness or
dissatisfaction. A worker may have a negative attitude towards labor unions.
The negative attitude may create prejudice, which causes the worker to prejudge
the aim and activities of labor unions without understanding their contribution
to the welfare of workers.
ATTITUDE BECOME OPINIONS:
Opinion is the public
expression of active attitudes. The opinions of a person are activated by his
attitudes, which are motivated by mental and physical forces that propel him to
express his opinion. People usually are not aware of the motives, which impel
them to express their attitudes in the form of opinion. The intensity of a
person's motives varies from time to time as the urgency of his need increases
or diminishes with circumstances. Public relation practitioners should
understand the relation of the motives. Communication can appeal to the nexus
and motives of the public.
1. Accurate: A flair for
writing and public speaking with an ability to communicate ideas effectively.
2. Incalculable: A wide reading
habit and curiosity for forceful words.
3. Gain adequate knowledge at
all mass media.
4. Develop good organizing
ability and ability to make friends at all levels of society and business.
5. Be cheerful and courteous.
6. Have an infinite capacity
for taking pains & doing hard work.
7. Develop ability to persuade
people by wise reasoning.
8. Instill in yourself a sense
of curiosity about people, things and places, together with an ability to
conceptualize situations and understand public moods.
9. Nurture a good imagination
with lively inquisitive mind & carry a sense of humor.
10. Be honest & sincere.
These are the important
qualities that a good PRO should have in his repertoire.
Arranging meeting is a task of
PRO. The public meetings are arranged to discuss or decide policies or to
change some policies of the organization and for declaration of new things
concerned.
Check out list for organizing
public meetings:
1) PLACE & TIME: A
convenient place and a time suitable to the audience should be selected. A
badly timed meeting is almost as bad as organizing no meeting at all.
2) AUD1ENCE: The actual filling
of the place with the type of audience for whom the speech is intended is
another important factor. For this invitation should be extended to those who
are interested in the speech. Advance publicity through press & other media
should be very useful.
Venue of the function may also
be published in the "Engagement" column in the newspapers. Personal
contact will go a long way in getting a good gathering.
3) PANEL OF SPEAKERS: The PRO
must maintain a panel of speakers whom he can invite to address meetings. This
would facilitate to pick and choose the right type of speakers appropriate for
the occasion.
4) TALKING POINTS: There is no
harm in providing talking points to speakers. Too many speakers might
spoil the meeting. Hence, there is a need for minimum & well-informed
speakers. Speeches should always be delivered in such a way as to appeal to the
audience. Lengthy speeches should be avoided. Make sure public address system
depends on the audience.
5) OTHER MEDIA:
Other media such as press,
songs & drama, exhibition, film, printed words, etc. may also be used as
complementary to make the meeting more interesting
6) PROGRAM:
The Program in order of events
should be typed and placed on the table for conducting the meeting. A copy may
also be circulated to the pressmen at the time of function. To get good
coverage of the function, the press should be invited. PRO should see that the
press representatives are provided with all facilities for reporting the speech
by marking a separate block with proper sitting arrangement.
Speeches alone may not attract
the audience. It will add slice to the function if some cultural program or
film shows are arranged at the end of the meeting. An exhibition preferably
based on theme of the function may also be organized. Distribution of pamphlets
and other printed literature relating to the meeting will be an added
attraction.
If all the above conditions are
fulfilled, the speech, as the main ingredient of oral communication publicity,
will achieve its purpose, effectively conveying the message to the intended
audience.
QUALIFICATIONS For Public Relation Professionals
To be a PRO in public
undertaking organization requires the following minimum qualifications.
1.
Good university degree, preferably in humanities.
2.
Personality to communicate effectively with a variety of people inside and
outside the organization at various levels
3.
Capacity for sustained hard work and ability to handle different human and
organizational problems.
4.
Writing & editing of news items, features & articles.
5. Experience
of working in an advertising agency, ability to write scripts and commentaries
for films and broadcast, understanding & ability to utilize various media
of mass, communication viz. press, printed material, radio, film, audiovisual
programs etc.
6.
Institutional training in public relations would be a very desirable
qualification.
Persons who want to be in
public relations set up should have the quality of leadership & skill to
handle creative writers and artists and get the best out of them
Some special requirements are
however required by some organizations. They require a degree holder PRO but
other than this, following qualities are necessary to be PRO.
1.
He should be intellectually sharp.
2.
He should be a man of many tastes.
3.
He should be a generalist in terms of capabilities and a specialist so far as
public relations is concerned.
4.
He should essentially be a "go together."
5.
He should have flair for writing.
6.
He should have a pleasing personality and carry the initiative & drive.
7. He
should be proficient in oral and written communication.
8.
He should be equally at ease whether writing or talking.
9.
He should be able to communicate effectively.
10.
Finally a common qualification prescribed for recruitment as a PRO is a degree
with a diploma in journalism, advertising, public relations called as
"Communication Skills" in educational field.
FUNCTIONS:
The major functions of PRO are
as given below:
1.
Collection of information and other publicity material.
2.
Liaison on government & other bodies.
3.
Liaison with the press.
4.
Planning, developing & executing public relation and advertising campaigns.
5.
Writing press releases, articles, booklets, speeches and radio scripts.
6.
Editing and producing house magazines and other company obligations.
7.
Organizing internal communications within organization making house magazine as
an effective communication channel.
8.
Improving public relation awareness among the staff members of the company.
9.
Organizing exhibitions, seminars and other functions.
10.
Projecting favorable image of the organization among internal and external
public.
11.
Carrying out publicity work for promoting sales of the company products.
PUBLIC
RELATIONS POLICY
Develop and recommend corporate
public relation policies, contribute public relation viewpoint in formulation
of corporate decision, provide not only to top management but also to other
department & division.
CORPORATE PUBLICITY:
Announcement of new products
through editorial channels of communication media, developments & execution
of promotional product publicity campaigns
GOVERNMENT RELATIONS:
Maintain liaison with
appropriate government units at local, state and national levels, report trends
in government affecting the company, advice as needed to help prepare for
direct corporate appearance before investigating bodies or legislative hearing,
direct program designed to promote the company point of view in legislative
matter.
COMMUNITY RELATIONS:
Plan community contacts
performance and or co-ordination of corporate good neighbor activities
including compliance with environment protection standards, fostering equal
employment opportunity and cooperating in urban improvement programs
development of community understanding of company problem and needs.
STOCKHOLDER RELATIONS:
Communication between company
and shareholders and also between investors in general, development of
acceptance of company among investors by broadening the exposure of company
policies and financial results in the investment community, preparation of
annual report, quarterly reports, dividend cheques, etc. Planning and staging
of annual meeting of stockholders and appearance before meeting of security
analysis.
PUBLIC RELATION PROGRAMMES:
Institutional promotional
program designed to build corporate acceptance among key publics, institutional
advertising, public relations literature and special events.
CORPORATE DONATION:
Develop policy for company
contribution process, donation requests, administer company foundation, conduct
of employee, and solicitation for approval drives.
EMPLOYEE PUBLICATIONS:
Prepare and publish employee
magazines, newspaper, bulletins, management communications, etc.
GUEST RELATION:
Plan tours, seminars, outings,
and exhibitions all aimed at guest reception activities.
WHAT A PUBLIC RELATIONS PROFESSIONAL SHOULD KNOW?
A good public relation
professional should know the following facts about human psychology
1. It is hard to listen, easy
to talk.
2. Hard to agree, easy to find
faults.
3. Hard to forgive, easy to
nurse a grudge.
4. Hard to see the whole
picture, easy to highlight a small section of it.
5. Hard to appreciate the
detail, easy to generalize.
6. Hard to co-operate with
others in an attack of a common problem, easy to attack the others and thus
make the problem worse.
7. Hard to steadfast, easy to
be stubborn.
8. Hard to speak up, when
keeping quiet is difficult but right.
9. Hard to give, easy to take.
10. Hard to say
"sorry", easy to bluster.
11. Hard to be magnanimous,
easy to doubt the motives of others.
12. Hard to negotiate, easy to
break of.
13. Hard to be patient, easy to
ignore.
14. Hard to love, easy to hate.
15. Hard to build, easy to
destroy.
The making of a successful Public relations professional
consists of the following:
1.Should concern himself and
not with the manipulation of people but with their continuing enlightenment.
2. Should try to elevate his
audience rather than degrade them, and that his communication should be
addressed to reason & judgment rather than to emotion & prejudice by:
a. Insisting on truth and full
information.
b. Keeping the message simple
and straightforward.
c. Not overselling or
exaggerating.
d. Remembering for drama not
making this communication unnecessary drab and common place.
e. Packaging the communication
appropriately, not overdressing it or making it too extravagant.
f. Taking a time to listen to
public opinion.
g. Remembering the vital
importance of continuity.
h. Trying to be positive &
constructive in every aspect of communication.
3. Should recognize that sound public
relation comprises polices and deals as well as words. That it must be a deal
in truth rather than in deception and that it must seek to clarify the issue of
our times rather than confuse them.
4. While he may undertake to
present one point of view for public consideration, he should believe in the
inalienable right of those with opposing view points to present their cases
also for he has to realize that his right to speak can be assured only if the
guarantee exists for all including those whose causes are unpopular.
5. Should believe that the
democratic process must prevail in the market place as well as in political and
economic affairs.
6. Should believe that the
public interest takes precedence over the interest of those he represents and
he should conniver his function as being to assist in conforming the interest
of those he represents to the interests of the public when the two do not
coincide.
7. Should recognize that the
consequences of his action are affected in the minds of men and because the
human mind has immeasurable potentials for good and for evil, he must approach
his task in reverence.
Public Relation in context of M P P K V V CO
Public relation setup in M
PPKVVCO is very small at present and a vast scope is available in this field .
one post of Public relation Officer is
there in office of additional secretary
of the company at Jabalpur head quarter . whereas company has a large
geographical area with three regional head quarters . In view of above , and
being a utility of public department , every field officer and employee have to
act for public relation . We publish a quarterly magazine VIDYUT BRAMHOTI which
is our in house communication among us . PRO is engaged with day to day press
release at central level , again the importance of field offices is vital
because for these release information is to be provided by field officers ,
unfortunately which is not the part of their duties , but the curtsey . Release
of advertisements , time to time
organizing press conferences , etc. is also being done by PRO office .
Ours is a company responsible
for supply of electricity which is more than essential service for everyone .
our ground workers i.e. our linemen , meter reader , telephone operators are
the real image builders of our company amongst the public . so as an officer of
the company it is our duty to keep close watch over them and to train and motivate them for polite
behavior and curtsy . just a attentive reception given to any complainant or
public representative or a press reporter
by our in charge J E or A E of distribution centre not only resolves many problems but builds a
positive image of company as well as of the person concerned . PRO can simply
create an umbrella of good image , but in an utility service like us real
ambassadors and image builders are the officers and employees of the company .
These are the days when though
the discoms are still the only suppliers
of power in their area , but despite this monopoly we are unable to have
consumer satisfaction . This is due to shortage of power in the grid , power
theft , high line losses and many other reasons . Ultimate aim of our company
is to provide quality power , round the clock , at a reasonable price to each
and every consumer ,along with best possible services at any break down due to
any reason whether it is transformer failure or just a tripping . Utmost
consumer satisfaction is the best possible result of public relation department
.In view of above each and every officer and employee is public relation
officer of the company beside his own .
