MCM401 Official Handouts

Lesson 1

TABLE OF CONTENTS

1.

2.

3.

PUBLIC RELATIONS DISTINGUISHED

4.

WORKS UNDERTAKEN BY PR DEPARTMENT · PLANNING PUBLIC RELATIONS PROGRAMMES · MEDIAS OF PR · PRESS RELATIONS IN PR

8.

CREATED PRIVATE MEDIA

9.

SPECIAL USES OF PUBLIC RELATIONS

BUDGETING IN PR

11.

PUBLIC RELATIONS PROBLEMS

12.

PSYCHOLOGY OF PR

13.

PR FOR TRADE ASSOCIATIONS

14.

PR FOR LABOR UNIONS

15.

PR FOR EDUCATIONAL INSTITUTIONS

16.

USING ADVERTISING FOR P R COMMUNICATION

17.

ROLE OF PUBLIC RELATIONS IN MARKETING

18.

CORPORATE IMAGE AND CORPORATE INDENTITY

19.

HOW TO DEVELOP E-PR

20.

SPONSORSHIP—AN IMPORTANT PR TOOL

21.

HOUSE JOURNALS

22.

CRISIS AND PUBLIC RELATIONS

23.

ADVERTISING IN PR

24.

INTERNATIONAL PUBLIC RELATIONS

25.

PUBLIC RELATIONS CONSULTANCY

26.

HOW TO EDUCATE MARKET

27.

MODERN DAY VALUES OF PR

28.

COMMUNICATION CHANNELS AND MEDIA

29.

PR TTACTICS AND TECHNIQUES

30.

PR COMPAIGNS

31.

PR PUBLICS & PUBLIC OPINION IDENTIFYING & DESCRIBING

PUBLICS

32.

PUBLIC RELATIONS AND RESEARCH

33.

PR AND RESEARCH

34.

PROBLEMS SOLVING STRATEGIES

35.

PERSUASION & COMMUNICATION THEORIES

36.

PERSUASION & COMMUNICATION THEORIES

37.

PUBLIC RELATIONS & LAW

38.

PUBLIC RELATIONS & CASE STUDIES

39.

PR AND PRINTING PROCESSES

40.

PUBLIC SPEAKING -- A PR TOOL

41.

PR -- COPING WITH UNEXPECTED

42.

DREAMS & REALITIES OF PR

43.

CHANGING INTO OVERDRIVE

44.

GETTING ON WITH PR

45.

FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER

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.