MCM401 Handouts Lectures 1-45

Fundamentals of Public Relations

MCM 401

Table of Contents: Page no. Lesson 1 Lesson 2 How does pr work? Lesson 3 Lesson 4 Publics of pr Lesson 5 Planning public relations programs Lesson 6 Medias of pr Lesson 7 Press relations in pr Lesson 8 Created private media Lesson 9 Special uses of public relations Lesson 10 Budgeting in pr Lesson 11 Public relations problems Lesson 12 Methods of communication Lesson 13 Pr in various organizations Lesson 14 Pr in labor unions & religious groups Lesson 15 Pr in educational institutions & in media channels Lesson 16 Using advertising for p r communication Lesson 17 Role of public relations in marketing Lesson 18 Public relations and corporate structure Lesson 19 E-pr & its tools Lesson 20 Sponsorship—an important pr tool Lesson 21 House journals Lesson 22 Crisis management in pr Lesson 23 Advertising in pr Lesson 24 International public relations Lesson 25 Public relations consultancy Lesson 26 Public relation’s role in market education Lesson 27 Modern day values of pr Lesson 28 Choice of media for pr campaign Lesson 29 Pr techniques Lesson 30 Designing pr campaigns Lesson 31 Public opinion Lesson 32 Public relations and research Lesson 33 Pr and research Lesson 34 Problems solving strategies Lesson 35 Persuasion & communication theories Lesson 36 Communication concepts & theories Lesson 37 Public relations & law Lesson 38 Public relations & case studies Lesson 39 Pr and printing processes Lesson 24 International public relations Lesson 1

This course is designed to teach and guide the students to know and learn about Public Relations. In this course we will try to acquaint you with various aspects and applications in different Public Relations situations and requirements. Besides teaching you about the introduction and history of Public relations This will guide students through its role in different modes and in varied segments. We will also apprise about its importance, explain different designs and templates of its applications. The major components to learn will be its skills in modern world, the overall importance and significance of its practice in normal and crisis situations. After going through the contents of first lecture, students will be able to know about Public Relations and its origin as given below:

A. Introduction to Public Relations. B. History of Public Relations. C. Meaning of Public Relations. D. Techniques of Public Relations.

Lecture Overview

This lecture introduces the students with the background, meaning and history of Public Relations. During this we will be discussing the above mentioned three aspects of Public Relations. We will also briefly try and identify the techniques of public relations used in the olden days and compare these with modern day techniques.

Introduction

In fact the subject of public relations is not new and it has been there and in practice since time immemorial. Man has always tried and wanted to communicate to make him understand, e.g. Pictograms ( Chinese characters are still an example ).1000 of years ago wall paintings in the caves of primitive people, Writings on tablets of stone, ancient buildings , pyramids, early temples , mosques , cave paintings in Zimbabwe bear pictorial messages. Holy Books also communicate and tell people about faith. So, it will be appropriate to say that public relations are as new as civilization. Let us now first of all try to know and understand about public relations.

Meaning Of Public Relations

Now a days PR is misunderstood and supposed to try & create a favorable image or climate of opinion and/or improve a tarnished image. This is not true. This is only marketing & advertising which is only a segment of PR. PR is about creating and understanding through knowledge which often involves effective change. So it means that PR is a form of Communication which applies to any sort of organization, commercial or non-commercial in the private or public sector.

Definitions Of Public Relations

The universally accepted definition of public relations as per Edward Burneys popularly known as the Father of PR is that : “It is a planned & sustained effort to establish and maintain mutual understanding between an organization & its publics.

”However, Quentin Bell, another PR consultant thought the word persuasion would be better than mutual understanding.

Some PR professionals also described PR as a “phenomenon & necessity of our times.” Yet there is a very simple and different definition for easy comprehension of Public Relations.

Simple Definition

For better understanding if we take the two initials of the word Public Relations i.e. P and R then we define “P” for Performance for Public and “R” for Result as against Relations.

Different Techniques Of PR

In the olden days for PR purposes people used Pictograms ( Chinese characters are still an example. ) , 1000 of years ago Wall Paintings in the caves about primitive people , Writings on Tablets of stone, Ancient Buildings e.g. pyramids , early temples & mosques ,cave paintings in Zimbabwe bear pictorial messages. Holy Books communicated and told people about faith. while these days bill boards, hand outs, print and electronic Media, sponsorships , free sampling, corporate identity practices , audio and video mediums , conferences , seminars Special Offers , etc. are few of the visible PR techniques used to achieve defined objectives.