Question
No 1
Discuss
these propaganda techniques: Name Calling, Glittering Generalities, and
Transfer. Also give examples. Marks 10
Name Calling
Through
the careful choice of words, the name calling technique links a person or an
idea to a negative symbol.
Creating
negative connotations by name calling is done to try and get the audience to
reject a person or idea on the basis of negative associations, without allowing
a real examination of that person or idea.
Bad
names have played a tremendously powerful role in the history of the world.
They have ruined reputations. They have been and are applied to other people,
groups, political parties, states, sections of the country, nations and races. The
most obvious type of name calling involves bad names. For example, Commie, Fascist, Terrorist.
Glittering Generalities
Simply put, the glittering
generality is naming calling in reverse. Instead of trying to attach negative
meanings to ideas or people, glittering generalities use positive phrases,
which the audience are attached to, in order to lend a positive image to
things. Words such as 'freedom', 'civilization', 'motherhood', 'liberty',
'equality', 'science', and 'democracy' have these positive associations for
most people. These words mean different things to different people, but are
used to gain the approval of an audience, even when they aren't used in their
standard ways. Consider the use of the term 'freedom fighter', which is
supposed to gain approval for terrorism by using the word 'freedom'.
EXAMPLE: An
ad by a cigarette manufacturer proclaims to smokers: Don't let them take your
rights away! ("Rights" is a powerful word, something that stirs the
emotions of many, but few on either side would agree on exactly what the
'rights' of smokers are.)
Transfer
Transfer employs the
use of symbols, quotes or the images of famous people to convey a message not
necessarily associated with them. In the use of transfer, the candidate/speaker
attempts to persuade us through the indirect use of something we respect, such
as a patriotic or religious image, to promote his/her ideas. Religious and
patriotic images may be the most commonly used in this propaganda technique but
they are not alone. Sometimes even science becomes the means to transfer the
message.
EXAMPLE: an environmentalist group,
in its attempt to prevent a highway from destroying the natural habitat of
thousands of plant species, produces a television ad with a
"scientist" in a white lab coat explaining the dramatic consequences
of altering the food chain by destroying this habitat.
Question
No 1
If you have the choice to
choose a Government department for serving as Public Relations officer, which
department you will choose and why? Explain the techniques and methods you will
use for successful Public Relations of this department? Marks 10
Public
relations helps an organization and its publics adapt mutually to each other.
The public relations function takes many forms in different. Basic to all
public relations, however, is communicating.
Well-planned,
effectively handled communications are increasingly seen as essential to the
success in today's changing world. Every organization-government, business,
labor, professional, trade, health, cultural, financial, recreational,
educational and public service-depends on people. Their attitudes, attention,
understanding, and motivation can be critical to the success or failure of an
organization or idea.
In
government, public relations specialists keep the public informed about the
activities of department and officials.
The Lahore Development Authority was created under
the LDA Act 1975 duly approved by Punjab Legislative Assembly. Previously it
was Lahore Improvement Trust.
The LDA is divided into three main Wings for the
performance of its functions:
URBAN DEVELOPMENT WING
WATER AND SANITATION AGENCY (WASA)
TRAFFIC ENGINEERING PLANNING AGENCY (TEPA)
– To establish a comprehensive
system of metropolitan planning and development in order to improve the quality
of life in the metropolitan area of Lahore
– To establish an integrated
metropolitan and regional development approach and a continuing process of
planning and development, to ensure optimum utilization of resources,
economical and effective utilization of land.
– To evolve policies and
programmes relating to the improvement of the environment of housing,
industrial development, traffic, transportation, health, education, water
supply, sewerage, drainage, solid waste disposal and matters connected
therewith and incidental thereto.
LDA
strives to be an accountable and people-friendly principal planning and
development vehicle of the Lahore Metropolis, aiming at providing and
continuously improving metropolis-vide development works, facilities and
services of acceptable standards to all without let or favor.
LDA
attempts to turn Lahore
It
further seeks to enable Lahore
It
is committed to help make Lahore the most livable mega city of the South Asian
Region by 2010 and one of the thirty leading educational cultural, commercial,
industrial and information technology centers of the world by 2020.
FUNCTIONS OF DIRECTORATE OF PUBLIC RELATIONS
– Publicity of LDA's
development activities, policies and other matters of public interest.
– Placement of institutional
type of advertisements in the newspapers like tender notices, public notices
and auction notices.
– To maintain the record of
all public complaints/news items relating to LDA published in the press, radio
and television and to communicate the same to the Organization.
For an effective program PR professional in
government should possess integrity, strength of character & good judgment.
The following techniques and methods will be used for successful Public
Relations of LDA.
·
Launching of special publicity campaigns for awareness and guidance of
general public concerning with LDA.
Campaigns
can be defined as a coordinated communication effort that can be conducted
through the mass media, interpersonal communication or some combination of
those. Campaign is a connected
series of activities designed to bring about a particular result.
·
To publish House Journal
“An internal publication produced by an organization in order to inform
and entertain its employees and to generate better internal communication and
relationships.”
·
To produce documentary film on LDA's activities
The
documentary film will show the LDA's development activities and important
events.
·
To maintain the pictorial record of LDA's development activities and
important events.
·
To publish Brochures/Booklets/Magazine
·
To conduct opinion surveys
·
To sponsor something is to support an event, activity, person, or
organization financially or through the provision of products or services.
Sponsorship is typically done for promotional purposes, to generate publicity,
or to obtain access to a wider audience. Sponsorship may be an arrangement to
exchange advertising for the responsibility of funding a popular event or
entity.
Question No 1
How does Public Relations
help utility companies? Marks 20
PR FOR UTILITY
COMPANIES
Utility Companies & its Public.
Generally
following can be classified as utility companies;
A. Electricity
B. Gas
C. Water
In fact all utilities have basically similar
approach and problems. For utility the word Publics is generally synonymous to
Customers. Generally, A utility with good public relations is with customer
–oriented objectives, sound management & the ability not only to give customers
good service but to communicate with them favorably in every way.
Objectives of PR in a Utility company
The utility
company is well managed & efficiently run.
The company
is always striving to improve its services.
Its rates are
fair.
It is an honest
& ethical company, with no discriminatory practices in regard to customers
& to any firm / s dealing with it.
Company also
takes good care of its employees.
It will help
in the improvement of environment.
It will not
indulge in profiteering.
It will keep
its employees informed about its business & better orientation.
HOW PR HELPS UTILITY COMPANIES
Releases to newspapers &
financial journals concerning earnings, refinancing operations, personnel
changes & other business news.
Attractive & informative quarterly reports
to stockholders.
Answering all stockholders queries as promptly
as possible.
Special releases on annual reports &
meetings.
An annual report advertisement.
Detailed economic analysis & review once a
year. Some times statistical booklets are issued separately & sometimes
included with the annual report.
Advertising
essential for utility companies.
6
reasons.
Inform
public on the best use of the service. This helps in increasing customer
satisfaction.
To
increase sales of its products.
To
inform the public about company & its plans.
To
improve the company image.
To
encourage area development.
To
attract investor’s money and confidence.
We
can always review and check company’s activities. through regular check by
following 6 questions.
What is the company doing now?
If
some practice is discontinued, where was it done before?
Who
is doing it?
How
is it being done; what tools are used?
What
needs to be done?
Who
should do it?
An intensive, detailed description and analysis of a
single organization
The electricity supply
service in Pakistan
LESCO
The
environment and structure of the power industry throughout the world are
undergoing dramatic change. The power sector is moving from monopoly to
privatization and from integration to disintegration. To keep pace with this
change, the Government of Pakistan approved a Strategic Plan in 1994 as a
consequence of which the power wing of WAPDA has been unbundled into 12
Companies for generation, transmission and distribution of electricity.
Lahore
Area Electricity Board was reorganized into one such corporatized entity under
the name of Lahore Electric Supply Company (LESCO) with effect from 22-03-1998,
with the aim of commercialization and eventually privatization.
Area
of Operation
LESCO's area of responsibility covers Civil
Districts of Lahore
As the leading electricity distribution company,
strive to provide un-interrupted electric supply and quality service to all
customers at the minimum possible cost.
VISION
Achieve and maintain the highest degree of
efficiency, reliability and responsiveness as a public service organization for
variety of customers.
Goals
Ø Smooth and consistent
flow/supply of electricity.
Ø Prompt restoration of
disrupted electricity supply.
Ø Feedback through Customer
Services Centers.
Ø Create awareness amongst
employees for adopting safety measures while working on lines.
Ø Energy saving message
dissemination.
Ø Creating positive image of
LESCO.
Ø Take steps for welfare of
company employees.
Ø Morale building and to
create sense of belonging amongst company employees.
PUBLIC
RELATIONS - OVERVIEW
FUNCTIONS/JOB
RESPONSIBILITIES OF PRO
Ø To ensure projecting of
customers oriented policies of LESCO in Press media.
Ø To apprise Chief Executive
about daily news / press clippings pertaining to LESCO / WAPDA.
Ø
To ensure press coverage of certain activities in forums / conferences.
Question
Discuss the
relationship between Public Relations and public opinion? Describe laws of
public opinion developed by Hadley Cantril.
Marks 10
Public opinion
is an aggregate of the individual views, attitudes, and beliefs about a
particular topic expressed by a significant proportion of a community.
Public relations anticipates,
analyze and interpret public opinion, attitudes, and issues that might impact,
for good or ill, the operations and plans of the organization.
Although
the publics of Public relations can be various yet these can basically be
divided in to two major categories.
a) INTERNAL b) EXTERNAL
But with operations, problems and expectations increasing
manifold, these have expanded a lot. For understanding purposes a generalized
list is given below:
Expanded Publics.
The Community;
Potential Employees;
Employees;
Suppliers of services and materials;
Investors --- the money market;
Distributors;
Consumers and users;
Opinion leaders.
WHY SHOULD WE KNOW
OR DEFINE PUBLICS
Unless we
know our Publics, it will be almost impossible to plan a proper and useful PR
campaign. Basically following are the purposes of determining and defining the
Publics.
To identify all groups of people
relative to a PR program;
To establish priority within the
scope of the budget & resources;
To select media & techniques;
To prepare the message in acceptable
& effective forms.
·
Opinion is highly sensitive to important
events.
·
Events of unusual magnitude are
likely to swing public opinion from one extreme to another. Opinion does not
become stabilized until time has passed and people can see events with
perspective.
·
Opinion is determined more by events
than by words.
·
Public opinion does not anticipate emergencies,
it reacts to them.
·
Opinion is based on people's self-interest.
Events, words, or other stimuli are important to us to the extent they
affect our self-interest.
·
Opinion does not remain aroused for a long
period of time, unless people feel their self-interest is affected.
·
Once self-interest is involved, public opinion
is not easily changed.
·
When self-interest is involved,
public opinion in a democracy is likely to be ahead of official policy.
What do you
understand by Public Relations consultancy? How does a consultancy differ from
an in-house PR department?
A consultant is a
professional who provides expert advice in a particular area of expertise such
as accountancy, the environment, technology, the law, human resources,
marketing, medicine, finance, public relations, communication and engineering.
PUBLIC RELATIONS CONSULTANCY
In the modern days public relations services are also hired
by way of consultants so as to keep the company image steady and strong.
The following points
offer a useful illustration.
Client Contracts
A consultancy is
contracted to deliver PR services to any number of companies or ‘clients’ of
any discipline. A consultancy, for instance, might undertake corporate,
consumer, trade, financial or even crisis management PR according to a client’s
individual needs.
In-house PR
professionals, in contrast, undertake a PR programme for their own specific
company. In-house PR teams might have to oversee other marketing functions like
advertising and direct marketing.
Standards
Consultancies have to
meet strict criteria and are bound by codes of practice. In-house PR departments
are not subject to such PR industry regulations.
In-house PR
departments might also have to work to other standards or codes related to
their own specific industries.
Evaluation
PR consultancies,
similar to other marketing disciplines, need to prove the value of their work,
and in so doing, justify their fees! They do this through both internal and
external evaluation programmes to assess the success of a specific project or
on-going PR programme. Before a project commences, evaluation starts at the
planning stage using research to establish the client objectives in order to
develop the right strategy. Measurement and evaluation is then carried out once
the programme is completed in order to help a client and consultancy plan
future activity accordingly.
Advantages of a PR consultancy
– It
is an independent advisor, able & willing to criticize.
– It
has wide experience gained with many clients requiring diversity of techniques.
– It
is familiar with more media than the staff PR manager.
– It
has more facilities & has access to specialist services with whom good
working relations are enjoyed, like printers, photographers, research units,
translators etc.
– It
has skilled specialist staff.
– It
may have central urban location close to media, venues for receptions &
suppliers of services.
Disadvantages
– It
is remote from the internal organization of clients.
– Generally
works through only one person in the client organization, or at best through
only a few people & lacks internal line of communication.
– It
is limited in operations to the size of fee unlike the staff PR manager who
works full time.
– It
has to share loyalties between clients.
– It
may know little about the client’s trade, industry or special interest.
– Lack
of full-time commitment.
Question
a) News
release always has the same format which is easily identifiable to the
journalist. Discuss. Marks 10
What is News
News is information which is not already known
to recipients.
News Release
A news release is a written or recorded
communication directed at members of the news media for the purpose of
announcing something claimed as having news value.
Whenever a news release has to be prepared
following essential points should be kept in mind.
1. The test of a PR
story
It means that it has news worthiness i.e. the
information will be of interest to readers and is therefore worth publishing.
2. Bad releases are bad
PR.
A news release creates an image of the
organization in the critical eye of the editors. A badly written release will
create a very bad impression of the sender’s organization.
3. Good presentations.
Primarily following 4 things contribute to
happier relations with the press.
–
Releases should be composed in the style acceptable to journalists.
–
Release should be in manuscript style, and not in business letter style.
–
Releases should be appropriate to the journals to which they are sent.
–
Carefully select journals to which releases are sent and moreover send
them well ahead of time of publication.
The easiest way to learn how to write news
release is to study newspaper reports and observe how they are written: there
is a special technique. Following TWO fundamental characteristics will be
apparent from reading newspapers.
A.
The subject is stated in the opening words.
B.
The opening paragraph is a summary of the whole story.
The 7 Point Formula
1.
Subject - What is the story about?
2.
Organization - What is the name of Organization?
3.
Location - Where is the organization located?
4.
Advantages - What is new? What are the benefits?
5.
Details – What are the colors, sizes, prices, performance figures or
other details?
6.
Applications – What are the uses & who are the users?
7.
Source – Is this different from location, e.g. location might be where
the work is done; source will be the head office.
WHY 7 Point Formula?
The value of the above 7 point formula can be summarized as below:
1.
It provides a Checklist of data before writing a press release.
2.
It is the plot for the release, indicating the sequence of information.
3.
It provides a checklist to apply after writing the release.
4.
It proposes an orderly sequence of information.
5.
First paragraph should always state the subject, the name of the organization
(although not the full business address.)
6.
Last paragraph should state full name, address and telephone numbers of
the organization.
b) There
is no positive value in sending a news
release when there is no real news. To what extent do you agree? Marks 5
A newsworthy item has
new or previously unreleased information, and meets one or more of the news
media's objectives to inform, educate or entertain. Before pursing a story,
journalists consider why their readers, viewers or listeners would be
interested in this now? Who cares? Is it news?
Journalists consider
the news hook, or the "angle" of a story to determine if it's worth
reporting. A compelling angle presented at the right time is what makes a story
newsworthy.
To figure out a news
angle, the following questions are relevant:
Is it timely? What
may have been news last week could be old this week.
Is it unusual or
different? If there are similar products or services, what is unique about
yours?
Will it instigate a
change that will affect your customers or many people in your community?
Could it impact the
public's health and safety?
Could it impact your area's
economy?
Is it something that
has never been done before, or has never been done before in your community?
If it has been done
before, how is it being done differently this time and why?
Does it have
emotional appeal? Is it a moving, amusing or inspiring story?
Is
it information that can help people make an important decision or avoid a
serious mistake?
What
makes Public Relations different from advertising? Give examples.
MARKS
10
DIFFERENCE BETWEEN PR & ADVERTISING
Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.
Public relations
Public Relations includes ongoing activities to ensure the company has a strong public image. Public Relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media that is, newspapers, television, magazines, etc.
In general, firms in public relations services advise and implement public exposure strategies. For example, a public relations firm might issue a press release that is printed in newspapers across the country
“Public Relations is a
planned & sustained effort to establish and maintain mutual understanding
between an organization & its publics.
Public
Relations and advertising are normally confused to be same, which is not at all
true or correct. The best way to distinguish it from advertising will be to
first of all try and define advertising and public relations. This definition
will clearly explain the difference.
Advertising presents the most persuasive possible selling message to the
right prospects for the product or service at the lowest possible cost. While
public relations role is of informing, educating
& creating understanding through knowledge for the same
product. In fact advertising will be more successful when prior
PR activity has created knowledge and understanding of the product or service
being promoted --- also known as Market Education. Therefore advertising
is merely a tool of public relations, where by market research PR manager
decides type of advertising and on this basis determines choice & use of
media. So to sum up following will explain the difference between PR and
advertising.
1. PR is not a form of
advertising, and is in fact bigger activity than
Advertising.
2. PR
relates to all the communications of the total organizations, while advertising
is mainly limited to marketing functions.
3. PR
is neither “free advertising” nor “unpaid for advertising”. In
fact it is time consuming & time costs money.
4. At
times advertising may not be used by an organization, but every organization is
involved in PR.
5. PR
embraces every one & everything, while advertising is limited to special
selling & buying tasks
6. Marketing
is the management process responsible for identifying, anticipating &
satisfying customer requirements profitably.
7. PR is about
creating & understanding through knowledge “Market Education”
the basis of effective marketing policy as it has to be applied to every
part of marketing mix.
Discuss various Propaganda techniques with
the help of examples.
MARKS
10
Following
are the various propaganda techniques.
Name Calling:
Ø Negative symbols are attached with the people.
Ø Reputation is damaged by giving bad names.
Ø E.g. Muslims are branded as Terrorists.
Glittering Generalities:
Ø Emotionally appealing words associated with high
values and beliefs.
Ø Mostly used by politicians.
Ø E.g. politicians say to do certain act to save
democracy. Now democracy has a positive connotation in the minds of people and
people will be indulged to agree on politicians point.
Transfer:
Ø In this technique, an attempt is made to transfer the
prestige of a positive symbol to a person or an idea.
Ø For example, using the Pakistani flag as a backdrop
for a political event makes the implication that the event is patriotic in the
best interest of the Pakistan
Testimonials:
Ø Quotations or endorsements, in or out of context,
which attempt to connect a famous or respectable person with a product or item.
Ø Often used in advertising and political campaigns.
Ø E.g. famous personalities endorsing various products.
Card Stacking:
Ø It involves only presenting positive information,
omitting information contrary to it.
Ø Card stacking is used in almost all forms of
propaganda, and is extremely effective in convincing the public.
Bandwagon:
Ø Follow the popular trend. Changing opinion because
majority thinks like this.
Ø E.g. in toothpaste advertisement saying that 80%
dentists recommend it
Plain Folks:
Ø Speaker attempts to make people realize that he is
just an ordinary person amongst them. Try to relate with masses.
Ø e.g. during election campaign politicians go to public
and are shown even working with them
Emotional Stereotypes:
Ø Often used in negative or prejudicial sense to justify
certain discriminatory behaviors.
Ø Emotional black mailing.
Question
Discuss
the major PR problems faced by the developing countries with special reference
to Pakistan
As Public Relation creates
goodwill through communicating information, following factors can create
problems in imparting information to the public in developing countries.
1.
Lack of Communication Resources: e.g. the affectivity of a promotional
documentary telecasted on TV depends on
How
many people are having TV sets at home?
Due
to cultural diversity, how many people can understand the language of
documentary?
2.
Lack of awareness of marketing techniques.
e.g.
villagers keep themselves to only selling and buying tasks.
3.
Majority public is uneducated.
Press
releases promotional pamphlets and brochures are effective only hen target
audience is able to read it.
4.
Lack of advertising professionals.
If
the ad is not according to target audience, it can even harm the product image.
Must
understand that most people are illiterate so message should be simple and easy
to understand instead of following the style of western media.
5.
Stereotyping:
Women
are not given authority and their opinion is not given weightage. In Pakistan
6.
Low Living Standard.
PR is an expensive activity. People don’t have
enough money to spend on PR activities.
7.
Media Empowerment of Government: Media is not free in developing countries.
Discuss the importance of Marketing
Research in Public Relations. Explain any four marketing research techniques
with the help of examples.
Marks 10
As Public Relations stands for creating
goodwill through knowledge, it is highly important to have complete information
about the opinions, suggestions and complaints of the public. Market research
serves the purpose. An effective PR department will design its PR campaign
while keeping in mind its public.
a.
To be a successful PR firm, it’s crucially important to
understand the economic, political, legal, regulatory, public opinion, social,
cultural, technological, marketing, and financial components of the
organization you’re working for.
b.
It helps the PR team make better decisions about major
or subtle directions, and frankly, makes the PR firm look like it knows about
the client’s business problems and its marketplace.
c.
One creative and powerful way to capture the media’s
attention and “get out the good news” is to feed the media with your message
through the guise of public opinion polling.
Marketing
Research Techniques
1.
Opinion, attitude or shift surveys
Conducted on regular intervals to measure the
change in opinions.
2.
Consumer Panels
Permanently recruited group of respondents,
serve answer questions or to test products.
3.
Tele (phone) Questionnaire
Survey done through telephone.
4.
Coupon Survey
A survey
published in the press or attached with the product.
Question
Define press relations and
what is the significance of press relations in PR?
Marks
10
Ø Press Relations implies good relations with the press
and that means helping the press to publish material which sells the paper
Ø The objective of press
relations is to ‘create knowledge & understanding.’
Ø Press Relations can succeed
only when a service is provided for the press. This means supplying news,
pictures, background information and features in a journalistic form in time
and while it is still News.
Ø Although an organization’s communications program
contains many elements, building a solid ongoing relationship and fruitful
interactions with Press is an important part of that effort.
Ø The third party credibility offered by coverage in
independent newspapers, magazines, wire services, broadcast and formal internet
publications, are prime examples of why the media remain a powerful force in
the biotech industry.
Ø It is important to provide correct information to the
public instead of letting Press publish about your organization what ever News
they have.
Ø Understanding the needs of your target publications,
targeting a broader range of media, and building solid, ongoing relationships
with key reporters and editors apart from breaking news, can position your firm
for effective coverage down the road, when it really counts.
Ø Media relations can be an important tool for helping any
organization reach key audiences and achieve their business objectives
Question
Marks: 10
If you are given an opportunity to work for the “WAPDA” as
a PR practitioner,
what kind of strategy you will evolve for the image
building of the institution?
What are public relations?
Public relations involve the management and distribution of
information to enable an
organisation’s target audiences to understand its policies
and programs.
The role of public relations is to:
• place a subject on the public
agenda;
• garner public support and
endorsement of a person, product, organisation or idea;
• extend advertising campaigns;
and
• Deliver complex information and
messages (which can not be delivered by an
advertisement).
A good PR brief will
• Provide enough detail about the
program/policy that it can be understood by
someone who has no knowledge of the subject and key issues,
and can be read as
a stand alone document;
• Explain the need for public
relations and where it fits within the broader
Communication strategy;
• Be supported and informed by
research;
• Clearly define the
communication objectives;
• outline the tasks the
successful consultant will perform;
• Highlight any sensitivities
which impact on the campaign;
• Include a clear timeline for
the campaign;
• Outline any activities which
will complement the campaign;
• Describe the key stakeholders
of the campaign and their role;
• Clearly outline the tender task
and the selection process; and
• Facilitate evaluation of the
campaign’s success
Marks: 10
How to establish a public relations campaign? Discuss the
different stages of
planning a successful PR campaign?
Campaigns are a significant part of the public relations
profession and should be carried
out with meticulous planning and thorough management.
Specific step-by-step measures
should be taken when planning any PR campaign to ensure it
meets the objectives set or,
in other words, achieves what needs to be achieved.
Thorough planning processes in PR campaigns demonstrate
that whatever results occur
are deliberate or, indeed, have be taken into
consideration. Here I’ll list the different
stages of planning a successful PR campaign.
Research
No matter what kind of PR activity you’re involved in,
research will be at the core of it.
Depending on what you’re doing, different research methods
can be used at various
times. For example, if you’re working on a campaign to
influence teachers that a school
drug testing programme will help eradicate drug abuse among
pupils, you might want to
find out their current opinion by carrying out a nation
wide questionnaire among teachers.
Or maybe you’re embarking on an internal communications
audit and want to speak more
in depth with employees. Initiating a focus group might be
a good means to do this.
Research methods are categorised into two groups:
Primary
This is finding out the information you want first hand:
Questionnaires, one-to-one
interviews, telephone interviews, focus groups, blogs etc.
Secondary
Often called desk research and involves gathering
information from already published
sources: Books, journals, papers, libraries, Internet etc.
Situation Analysis
The research you’ve carried out should clearly define the
current situation with regard to
the campaign. Depending on what’s involved, this might
include an organisation’s
current situation in the market, how it’s perceived by
customers or staff or how it’s
fairing financially. Going back to the drug testing in
schools example, it might include
the current situation with regard to public opinion on the
issue or how it’s been portrayed
in the media. Whatever your campaign involves, you must be
absolutely aware of
everything both internally and externally.
Objectives
Once you’re aware of the problem(s) your organisation is
facing, you can then define the
objectives of the campaign. The objectives are what is
hoped to be the end result of the
PR activity. Each objective must be SMART.
Specific: Are they
clearly defined and comprehensible?
Measurable: Can each
objective be measured in the evaluation?
Achievable: Considering
other factors (e.g. budget and timescale) are they achievable?
Realistic: Are you
being realistic given the resources you have?
Time: When do you want
to achieve the set objectives?
Depending on the situation, sometimes the objectives set
can initially be before the
research has been undertaken.
Identifying Publics
Who do you want to talk to? The research carried out in the
initial stages of the planning
process should have identified each public relevant to the
campaign. This is crucial to
ensure your key messages are communicated efficiently as
possible. The research also
should have identified each public’s current attitude to
the situation allowing you to tailor
your key messages appropriately. Using the drug testing in
schools example, publics can
also be sub-categorised into:
Latent publics: Groups
that face a problem but fail to recognise it - pupils
Aware publics: Groups
that recognise a problem exists - teachers, media, parents
Active publics: Groups
that are doing something about the problem - Drug organisations,
the Government.
Identifying Stakeholders
Once the publics of this campaign have been categorised, it
is then important to identify
who the stakeholders are. A stakeholder analysis is not as
specific as identifying publics
as it looks at everyone that is involved in the campaign as
opposed to only those who
need to be communicated to. Publics can also be categorised
as stakeholders also. A
stakeholder analysis may involve:
• Employees
• Identified publics
• Suppliers
• Senior executives
• Investors etc.
Key Messages
Once you know the issue you’re facing, the current
situation of the organisation (both
internally and externally) and who you want to talk to, you
then have to plan what you
want to say. Every PR campaign needs to have a set of
messages that forms the main
thrust of the communication. These messages need to be
clear, concise and readily
understood. Key messages are important for two reasons.
First of all, they are an essential
part of the attitude forming process and second, they
demonstrate the effectiveness of the
communication. Key messages must not cross over or
conflict.
Strategy
The strategy in a PR campaign is often confused with the
tactics. However, the strategy is
the foundation on which a tactical programme is built. It
is the theory that will move you
where the current situation is now to where you want it to
be. The strategy is usually the
overlying mechanism of a campaign from which the tactics
are deployed to meet the
objectives. A good example, albeit a rather gruesome one,
of strategy and tactics is noted
in Gregory’s planning and managing public relation campaign
planning and managing
public relation campaign where she describes the US ’s plans to move against Iraq
following its invasion of Kuwait :
The objective: To get the Iraqis out of Kuwait
The strategy: According to General Colin Powell was to cut
them and kill them
The tactics: Pincer movement of ground forces to cut the
Iraqis off from Iraq
carpet bombing, divisionary tactics, cutting bridges and so
on.
Tactics
The PR profession has a number of tactics (or tools) in its
armoury. The challenge is
choosing the right tactics to meet the objectives. Again,
depending on what type of
campaign you’re involved you might use media relations,
lobbying, events, interviews,
blogger relations, presentations, consultations,
newsletters, competitions, pod casts,
stunts, websites, conferences, photography, video news
releases, etc
Remember, don’t use no new fangled tactic because it’s
perceived to be cool, cutting
edge or the in thing. Only use the tools that will best
help you meet your objectives.
Although, creativity is always paramount.
Timescale
Now you know the overall strategy and which tactics you’re
going to use, you’ve then
got to allocate a time to do it. A timescale allows you
co-ordinate your tactics
appropriately and helps you be aware of certain deadlines.
Not only that, if there are
certain future events that relate to your campaign, you can
tailor a tactic in your timescale
to coincide.
Take the drug testing in schools example I mentioned
earlier. If you know that 10 July is
National Drugs Awareness Week then you might want to mount
a media relations
campaign throughout that week. Or on the flip side, if
there are more prodominant
happenings in the news agenda you could hold off until
things have died down.
Budget
Allocating the budget is an essential part of a campaign so
all costs should be taken into
consideration. The primary reason for a budget lets you
know what you can or can’t do,
but it also allows you to allocate money to the specific
areas of the campaign:
Operating costs
Distribution, administration, travel, production, seminars
Human
Overheads, expenses, salaries
Equipment
Telephones, furniture, computers
Crisis Issues and Management Place
Risk is an inevitable part of some PR campaigns, so being
thoroughly prepared in case a
problem does occur is paramount. For detailed information
on devising a crisis
communications plan (CCP)
Evaluation
The evaluation is an ongoing process particularly in a
long-term PR campaign so it is
critical to constantly review all specific elements.
Evaluating a campaign should be done
in two ways:
Ongoing
The ongoing review is what will be carried out throughout
the campaign. It is not
calculated at the end of all the campaign activity, but
constantly throughout. If certain
elements of the campaign are not working as effectively as
thought in the planning
stages, it can be re-focused or re-jigged to fit.
End
The end review will take place after all PR activity has
finished and where the final
results will be compared against the campaign objectives.
To do this, the tactics for each
objective will be analysed individually and critically.
The evaluation is vital to discover which parts of the
campaign were successful and
which were not. Not only that, it helps determine what the
current situation is after the PR
activity has ended.
Marks: 10
Question
A Media relation is one of the most
important aspect of Public Relation
but not the only one. Discuss.
A Media relation is one of the most important aspect of PR,
but not the only one. It is
important because the media often become the primary
channel of communication to the
audience or audiences.
Media relations play an important role in the lives of the
people living in the society.
Media is all around us. We as a society absorb media from
television, radio, magazines,
billboards, and newspapers. Media has such a strong effect
on our lives that we do not
even notice its presence sometimes.
The mass media play a crucial role in forming and
reflecting public opinion the media
communicate the world to individuals and reproduce the
self-image of society.
The media has a strong social and cultural impact upon
society. This is predicated upon
its ability to reach a wide audience which often sends a
strong and influential message.
Media is the central force in shaping our culture and
democracy. Media reflects and
sustains the values and traditions of our striving, but
necessary democracy. We as a
society can use mass media to our advantage if we watch
over the impact it has over us.
The objective of press relations
is to ‘create knowledge & understanding. Press
Relations can succeed only when a service is provided for
the press. This means
supplying news, pictures, background information and
features in a journalistic
form in time and while it is still News
Although an organization’s
communications program contains many elements,
building a solid ongoing relationship and fruitful
interactions with Press is an
important part of that effort.
The third party credibility
offered by coverage in independent newspapers,
magazines, wire services, broadcast and formal internet publications,
are prime
examples of why the media remain a powerful force in the
biotech industry.
It is important to provide
correct information to the public instead of letting Press
publish about your organization what ever News they have.
A Media relation is one of the most important aspects of
Public Relation but not the
only one are include:
Conference and Seminar
Suitable for both internal and external audiences and can
be an effective means of
achieving specific objectives, especially when instant feedback
required.
Special Events
These can be sponsored events, or opening of new premises,
visits by customers or
politicians, anniversaries, mergers or acquisitions.
Promotional Items
Anything from a cheap plastic pen through to prestige
gifts, these can be part of PR,
especially on the fraught question of what to give when to
do it, and to whom!
Employee Communication
Employees constitute an important audience for any
organisation regardless of its
activity, and while this is sometimes disguised in such
titles as internal communication or
staff communication, the fact is that even senior managers,
and sometimes directors, are
employees of an organisation.
Investor Relations
Most obviously for publicly- quoted companies, investor
relations in sometimes viewed
as consisting purely and simply of a glossy report and
accounts, but in fact it goes far
further, including announcements to the stock exchanges on
which the business might be
quoted and such matters as briefing of investment analysts
and institutional investors
Community Relations
This covers a wide spread of activity, including contact
with pressure groups or important
potential target audiences, such as schoolchildren or
students.
Customer Relations
Good relationship with customers may be the responsibility
of the sales or marketing
departments, but input from the PR function will often be
inevitable
Company Profiles present
your company's achievements, capabilities, and leaders in a
positive light.
Business Seminars for
your customers let you explain new developments, trends,
services, and products in detail in a setting where you
call the shots.
Case Histories or Studies these give the audience information on how a satisfied a
customer was helped by a product and service and convey it
in a way which enables them
to identify with the customer and appreciate the relevance
of the product to their own
situation.
Trade Shows can be a
critical sales forum, let you meet face-to-face with purchasing
decision-makers.
Crisis Management arms
you with strategies and tools to deal with unexpected and
unwelcome developments.
Our expert speechwriting puts your message in
vigorous, clear form for greatest clarity
and impact.
Private Exhibitions
Could be permanent on company premises or at a special
venue/site
Question
Define Public Relations in your own words.
Describe PR as an interactive process
between an organization and its publics.
Public Relation in general can be called as an effort to create
goodwill and
friendly relationship between people and
organizations.
In our daily routine, if we find a shopkeeper talking in a decent
manner and
showing concern towards his customers. We
can say he is practicing Public
Relations.
According to Edward Burney, “It is a planned & sustained
effort to establish
and maintain mutual understanding between
an organization & its publics.
Public Relations as an Interactive Process
Public Relation is an interactive process because it believes in
two way
communication between organization and its
public.
The public relations team works closely with top management and
others
inside the organization to come up with an
explanation that suits their purpose
and sounds right to them and then they
disseminate it to everyone.
PR practitioners give respect to the opinions of their public and
try to create
harmony between organization and public by
bridging up the communication
gap and ensuring a two-way flow of
communication.
PR practitioners realize that the most meaningful and long-lasting
relationships
are built on two-way give and take rather
than one-way persuasion.
In order to ensure two- way communication PR practitioners are
always
involved in conducting research and
analysis which become the basis of PR
plan. The whole process can be explained
in five phases;
1. Determining the attitude of public
towards the company/ organization.
2. Analyzing the state of opinion.
3. Formulation of policy.
4. Planning means of improving
opinion/attitude of public.
5. Implementing planned activities.
Question
Marks: 10
Describe the functions of Public Relations man in a
political party?
Public
relations are the art, technique, or profession of promoting goodwill between
an
organization
or an individual and the public, employees, customers, etc.
A
political party is a political organization that seeks to attain political
power within a
government,
usually by participating in electoral campaigns. Parties often espouse a
certain
ideology and vision, but may also represent a coalition among disparate
interests.
A
political party is a formally organized group of retards that performs the
functions of
educating
the public to acceptance of the system as well as the more immediate
implications
of policy concerns, that recruits and promotes individuals for public office,
and
that provides a comprehensive linkage function between the public and
governmental
decision
makers.
Functions
of the Public relations man in a Political party are as follows:
• There main
work is to attract people towards there party.
• To create
understanding between political workers and party leaders.
• Create
cooperative and mutual understanding environment.
• Spirit of
working and to give as much benefit as they can to the local citizens.
• Declaration
of party manifesto and let people know about there party policies and
there
work.
• Create
understanding between local people, party leaders and party workers.
• They
convenes people, and attract them to join there party.
• They give
enthusiasm to the party worker.
• They are
also very concern of extending there party
• They also
made strategies.
• They are
also good planners too.
• They also
arrange press conferences.
• Press
briefings, press releases, interaction between party and local people are also
included
in their work.
• We can say
they are the backbone of the party. Due to there interaction and
interference
parties’ image and moral goes upwards.
• All public
meeting, public addresses are arranged by PR person.
• Most
important work of Pr person is in election days.
• As they
have to start election campaigns.
• The PR man
is also in charge of issuing press releases and news items regarding
the
party.
The
basic principles underlying the PR man in the political parties are that all
voters
deserve
representation and that all political groups in society deserve to be represented
in
the
legislatures in proportion to their strength in the electorate.
In
other words, everyone should have the right to fair representation.
A
fundamental technique used in public relations which plays an important role in
the
functioning
of Political parties is to identify the target audience, and to tailor every
message
to appeal to that audience. It can be a general, nationwide or worldwide
audience,
but it is more often a segment of a population.
Question
Marks: 10
If
you are given an opportunity to work for the “WAPDA” as a PR practitioner, what
kind of strategy you will evolve for the image building of the institution?
The Water and Power Development Authority (WAPDA) was
created in 1958 as a semi autonomous body for the purpose of carrying out
accelerated and unified development of water and power resources, which until
then were being dealt with by the provisional Government. The charter of duties
of WAPDA is to investigate, plan and execute schemes in the following fields:
- Irrigation,
Water Supply and Drainage.
- Generation,
transmission and distribution of power.
- Prevention of water logging and
reclamation of water logged and saline land.
- Flood
control.
- Inland
navigation.
- Privatize
or otherwise restructure any operation of the Authority except the Hydel
Generating Power Stations and the National Transmission Grids.
As PR practitioner of
WAPDA:
Public Relations is a set of
management, supervisory, and technical functions that foster an organization's
ability to strategically listen to, appreciate, and respond to those persons
whose mutually beneficial relationships with the organization are necessary if
it is to achieve its missions and values.
Public relation is an important function of organization of WAPDA. An
effective communication, or public relations, plan for WAPDA developed to
communicate with People (whether
internal or external publics) in such a way the message coincides with
organizational goals and seeks to benefit mutual interests whenever possible.
There are many factors involve in this
process of the image building of the organization, in which:
Better facility of the
installment of electricity bills.
Better readings of meters or
bills.
Better supply work and making
less dangerous activities.
To give the customers
relaxation to build the bills
I used the arrangement of
three installations of the bills.
Complaint of the customers
should be respected.
The new connection of the
customers will give in time.
Better reconnection policy.
Give the extra limit of days
because the some peoples have less money in end of the moth so, I used this
one.
I make a strategy to less
complaint of duplicate bills.
To make more grid station to
distribute more homes
I used the mobile customer’s
vane that gives a facility to counter the problem of the customers.
Give a press release to media
that recognize the customers to the WAPDA
programs.
If a newcomer wants a
connection so, I give the application form in the WAPDA website that gets it or download it in any area of the country
or even the world.
I provide a complete website
of the organization its work and its present/future programs that see through
internet.
I give the bill calculator to
customer satisfaction.
I give the shutdown and
recruitment schemes and tender notice in the newspapers and electronic media.
I give the whole of the
consumption and payment history of the customers to avoid any mistake.
An account status and payment
confirmation also put-up
In the end I also encourage
the customers to give a strong feedback to counter the problems that currently
faced.
Feedback is the most important
in all ones, because the feedback gives the idea that customers is getting the
facilities of the organization.
Q. How do you define that how do Public Relations help utility
companies?
PR
FOR UTILITY COMPANIES
In many
ways the Public utilities – Electricity, Gas ,Water, and perhaps Telecommunications –have much
in common with primary industry ,except that their profile tends to be much
higher and on a per with the best known retailers and manufactures. The sheer
impossibility of operating without the services provided by public utilities,
and the tendency to monopoly provision of such services in any given area,
contribute to high level of sensitivity, there is a requirement for sensitivity
as well in the paradox that while many utilities have a commercial objective to
meet, they are also expected to encourage economy in the use of certain
resources, such as energy and water. This is difficult, and the commercial objective
has little to do with little privatization of utilities in the first world
country, since even the former nationalized gas facilities in their homes. By
contrast, no one really expects the oil companies to encourage fuel efficiency:
that is, sensibly, left to the motor vehicle manufactures themselves.
The new,
privately-owned, status of many utilities in the first world country has
heightened media, consumer and political awareness of any shortcoming in their
service. At the same time, these organizations now have to have face a
financial audience as well, and are expected to perform efficiently but
profitably. Employees many of them shareholders, have also had to be introduces
to a new , private enterprise, culture, with the uncertainties for their future
prospects that this implies since the former culture of such business was one
of security of employment
Utility Companies &
its Public
Generally following can be
classified as utility companies;
A. Electricity B.
Gas
C. Water
In fact all utilities have basically similar approach and
problems
– For
utility the word Publics is generally synonymous to Customers.
– Generally,
A utility with good public relations is with customer –oriented
Objectives, sound management &
the ability not only to give customers
Good service but to communicate with
them favorably in every way.
Objectives of PR in a
Utility company
– The utility company is well managed &
efficiently run.
– The company is always striving to improve
its services.
– Its rates are fair.
– It is an honest & ethical company,
with no discriminatory practices in
regard to customers & to any
firm / s dealing with it.
– Company also takes good care of its
employees.
– It will help in the improvement of environment.
– It will not indulge in profiteering.
– It will keep its employees informed about
its business & better orientation.
HOW PR HELPS UTILITY
COMPANIES
– Releases to newspapers & financial
journals concerning earnings,
Refinancing operations, personnel
changes & other business news
– Attractive & informative quarterly
reports to stockholders.
– Answering all stockholders queries as
promptly as possible.
– Special releases on annual reports &
meetings.
– An annual report advertisement.
– Detailed economic analysis & review
once a year. Some times statistical
Booklets
are issued separately & sometimes included with the annual report.
Question
Marks:
10
You are going to launch a new business what sort of
medium you are going to use for PR campaign? What is the best medium for PR
campaign at local level?
Communication Channels & Media--- RADIO
Although Radio had lost its charm as an effective
and desired media yet it has bounced back with distances increasing to and from
residence to place of work, the in car radio and popular programming has
reinvented its importance as an effective media.
|
ADVANTAGES
|
DISADVANTAGES
|
|
1. Selectivity of geographical markets.
2. Good saturation of local markets.
3. Ease of changing advertising copy.
4. Relatively low cost.
|
1. Message limited by restricted time segments.
2. No possibility for consumer referral to
message.
3. No visual appeal.
4. Waste coverage.
|
Communication
Channels & Media---NEWSPAPERS
News papers since its emergence as important media
is still in extensive use as effective media.
|
ADVANTAGES
|
DISADVANTAGES
|
|
1. Selectivity of geographical markets.
2. Ease of changing advertising copy.
3. Reaches all income groups.
4. Ease of scheduling advertisements.
5. Relatively low cost.
6. Good medium for manufacturer/dealer
advertisements.
|
1. High cost for national coverage.
2. Shortness of message life.
3. Waste circulation.
4. Differences of sizes & formats.
5. Rate differential between local / national
advertisements.
6. Sometimes poor color reproduction.
|
Communication
Channels & Media MAGAZINES
Magazines are also useful media as typical subject
magazines can serve the media campaign purposes to a great extent.
|
ADVANTAGES
|
DISADVANTAGES
|
|
1. Selectivity of audience.
2. Reaches more affluent consumers.
3. Offers prestige to an advertiser.
4. Pass along readership.
5. Good color reproduction.
|
1. Often duplicate circulation.
2. Usually cannot dominate in a local market.
3. Long closing dates.
4. No immediacy of message.
5. Sometimes high production cost.
|
Communication
Channels & Media DIRECT MAIL
Direct mailing method is very commonly used as it is
an inexpensive and easy method of conveying the message to the desired public.
|
ADVANTAGES
|
DISADVANTAGES
|
|
1. Extremely selective.
2. Message can be very personalized.
3. Little competition with other advertisements.
4. Easy to measure effect of advertisements.
5. Provides easy means for consumer action.
|
1. Often has poor image.
2. Can be quite expensive.
3. Many restrictive postal regulations.
4. Problems in maintaining mailing lists.
|
Communication Channels & Media PAMPHLETS &
BOOKLETS
Pamphlets help a great deal in communicating the
detailed message at point of sales and also as an enclosure with the direct
mail.
|
ADVANTAGES
|
DISADVANTAGES
|
|
1. Offer detailed message at point of sale.
2. Supplement a personal sales presentation.
3. Offer to potential buyers a good referral
means.
4. Good color reproduction.
|
1. Dealers often fail to use.
2. May have a relatively high unit cost.
3. Few creative specialists.
4. Effectiveness difficult to measure.
|
Communication Channels & Media -MEDIA TRANSIT
POSTERS
This is also an effective media channel.
|
ADVANTAGES
|
DISADVANTAGES
|
|
1. Selectivity of geographical markets.
2. Captive audience.
3. Very low cost.
4. Good color reproduction.
5. High repetitive value.
|
1. Cannot be employed in all areas.
2. Waste circulation.
3. Surroundings may be disreputable.
4. Few creative specialists.
|
Communication
Channels & Media
(POINT
OF PURCHASE DISPLAYS)
|
ADVANTAGES
|
DISADVANTAGES
|
|
1. Presents message at point of sale.
2. Great flexibility for creativity.
3. Ability to demonstrate product in use.
4. Good color reproduction.
5. Repetitive value.
|
1. Dealer apathy in installation.
2. Long production period.
3. High unit cost.
4. Shipping problems.
5. Space problem.
|
Communication
Channels & Media
ADVERTISING
SPECIALISTS
Advertising specialists can also be a useful media
channel.
|
ADVANTAGES
|
DISADVANTAGES
|
|
1. Unique presentation.
2. High repetitive value.
3. Has a “gift” quality.
4. Relatively long life.
|
1. Subject to fads.
2. Message must be short.
3. May have relatively high unit cost.
4. Effectiveness difficult to measure.
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