PR

Public relation/ Publicity
PUBLIC RELATION
Public relations (PR) is a management
function which deals with public issues. An
important component of public relations is
publicity. Publicity deals with news coverage
of events relating to companies products
and services
Meaning of PR
A systematic act of building an image of a
product/service/idea/company among the
target group/general public/stake holders
through a welldesigned promotion on a
regular basis.
Objectives of PR
1. Promoting goodwill
2. Promoting a product or service
3. To give information to internal
employees
4. Helps to overcome negative
publicity
5. Lobbying
6. Give advice and council
Tools of PR
Press release
Exclusive stories
Company newsletter
Interviews and press conference
Sponsored event
Public relation strategies
Proactive PR strategy
1.Public relation audit
2.Public relation plan
a)Situation analysis
b)Programme objective
c)Programme purpose
d)Communication
e)message
Reactive PR strategy
a)Public relation audit
b)Weak area identification
Common PR Tools and Techniques
Attendance at public events.In order to
attract public attention and keep it engaged
with a particular organisation or an individual,
PR specialists take an advantage of every
public event and the opportunity to speak
publicly. This enables them to directly reach the
public attending the event and indirectly, a
much larger audience.
Press releases.Information that is
communicated as a part of the regular TV
or/and radio programme, newspapers,
magazines and other types of mainstream
media achieves a much bigger impact than
advertisements. This is due to the fact that
most people consider such information
more trustworthy and meaningful than
paid adds. Press release is therefore one of
the oldest and most effective PR tools.
Newsletters.Sending newsletters relevant
information about the organization or/and its
products/services - directly to the target audience
is also a common method to create and maintain a
strong relationship with the public. Newsletters
offeringpromotional productsare also a common
marketing strategy but PR specialists use it to
share news and general information that may be of
interest to the target audience rather than merely
promoting products/services.
Blogging.To reach the online
audience, PR specialists use the
digital forms of press releases and
newsletters but they also use a
variety of other tools such as
blogging and recently,
microblogging. It allows them to
create and maintain a relationship
with the target audience as well as
establish a two-way communication.
Twitter is the no.1 and most popular microblogging website with
maximum number of users and billions of page views. Page
rank of twitter is 10 and it is the 9th most popular website in
the world according to Alexa ranking.
Social media marketing.Like its
name suggests, it is used primarily
by the marketing industry. Social
media networks, however, are also
utilised by a growing number of PR
specialists to establish a direct
communication with the public,
consumers, investors and other
target groups.
The term social media are usually used to describe
social networking sites such as:
Facebook an online social networking site that allows users to

create their personal profiles, share photos and videos, and
communicate with other users.
Twitter an internet service that allows users to post "tweets" for
their followers to see updates in real-time.
LinkedIn a networking website for the business community that
allows users to create professional profiles, post resumes, and
communicate with other professionals and job-seekers.
Pinterest an online community that allows users to display
photos of items found on the web by "pinning" them and sharing
ideas with others.
Snapchat an app for mobile devices that allows users to send
and share photos of themselves doing their daily activities.
RACE / ROPE
4 Steps Are:
1. Research
2. Action Plan / Objectives / Program Planning
3. Communication Tactics / Implementing Plan
4. Evaluation
Dynamic
Model Research
Objectives &
Evaluation
Program Planning
Communication Tactics
& Implementation
4-Step Process of Public Relations
Step 1. Research
What -- Three key elements:
1. Client or organization
2. Problem or potential problem and
opportunities to do public relations
3. Audiences or publics
How Informal and Formal

Research Methods
Step 2. Objectives /
Program Planning
Develop a Strategy that involves:
1. Identifying goals and objectives
2. Identifying target audience(s) or public(s)
3. Creating a theme for the program/campaign

Step 3. Develop & Implement
Communication Tactics
Develop and Implement
1. Tactics for communicating
2. Time line for the program/campaign
3. Budget
Step 4. Evaluation
During & After
Campaign / Program
Identify research methods to be used to
evaluate the success of the
program/campaign during & after.
Determine a way to measure whether the

campaign achieved its objectives.
Example of PR Campaign
using the 4-step Process
Eastman Kodak Company

1994 Campaign
Title of Campaign:
Project WINGS
Imaging Back in Focus
Step 1: Research
Research:
-Reviews of analysts opinion
-Face to face meetings with large
investors
-Employee opinion surveys
-Goldman, Sachs & Co., Kodaks
investment banker, prepared a portfolio
analysis for Kodak as imaging goes, so
goes Kodak.
-Studies showing Kodaks financial
health was diminishing
Step 2: Objectives / Action Plan
Objectives:
-To gain understanding among all
audiences that focusing on imaging is
in the best long-term interests of Kodak,
its shareholders, customers, and
employees.
-To sustain employee morale, retain

customer loyalty and avoid disruption
in the performance of divisions being
divested.
Strategy:
-Group communications activities
into 3 stages
1. Announcement stage to unveil intent to
divest.
2. Interim stage to reassure investors,
customers and employees while buyers
were found for the businesses being sold.
3. Final stage in which the divestiture
transactions were announced.
Key Messages:
1. Focusing on imaging will reduce Kodaks debt and align all the
companys resources on Kodaks greatest strength.
2. The units being divested are excellent businesses.
3. Kodak will protect the interests of customers and employees of

these businesses by selling them to buyers with the resources to help
them achieve their fullest potential.
Target Audiences:
- Investment Community
- Financial Media
- Employees, especially those affected by
the sale.
- Health customers
- Potential buyers
- Government and opinion leaders in
affected localities.
Budget:
- $500,000 for internal and external

communications, no paid advertising
Step 3: Communication Tactics
Implementation/Execution
Responsible for:
- small in-house team
- PR agencies retained to assist with

planning and implementation
Implementation:
Stage 1:
- Investor meeting
- Press conference
- Employee news cascade within Kodak and affected businesses
- Management meetings with employees
- Written and other materials given to sales organizations to
reassure customers
- Inform government officials, suppliers, trade associations on first day
Implementation:
Stage 2:
- Annual meeting presentation
- Employee Hotlines
- Town Meetings
- Site focus groups
- Special transition newsletters
- Management communication with employee teams
Implementation:
Stage 3:
- Announcements about sales of businesses (incorporated the
key messages of the campaign)
- Communications with employees and other target audiences
regarding the sale of each business.
Step 4: Evaluation
Evaluation:
- track media coverage of Kodaks announcements
- major articles appeared in national press,
including Fortune and Business Week magazines
- track price of Kodak stock
- track continuing sales of companies to see if the s
sales remained strong
- track employee turnover to see if employees
stayed with companies that were sold
- track what the businesses sold for

PR

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Public relation/ Publicity

Facebook an online social networking site that allows users to

2. Action Plan / Objectives / Program Planning

3. Communication Tactics / Implementing Plan

How Informal and Formal

Develop a Strategy that involves:

1. Identifying goals and objectives

2. Identifying target audience(s) or public(s)

3. Creating a theme for the program/campaign

Develop and Implement

1. Tactics for communicating

2. Time line for the program/campaign

Determine a way to measure whether the

Eastman Kodak Company

-To sustain employee morale, retain

2. The units being divested are excellent businesses.

3. Kodak will protect the interests of customers and employees of

- $500,000 for internal and external

- small in-house team

- PR agencies retained to assist with

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