Public Relation
Introduction to Public Relation
Public relation is a tool to achieve success organization or individual bears lose in absence of public relations. Even military forces cannot enjoy people’s support if they don’t exercise public relation.
Public relation is a discipline as well as a understanding related to making people understand facts. Public relation is process of adjustment. The process of adjustment means making the situation palatable to ourselves or making ourselves palatable to the situation. It gives a sense of adoptability. Public relations not wine and dine.
Public relation can open horizon with an unlimited possibility of developing resources.
Definition
“Public relation is a form of communication that is primarily directed towards gaining public understanding and acceptance.”
- Barron’s marketing dictionary
“It tends to deal with issues rather than specifically with products or services”
- Barron’s marketing dictionary
This definition shows that public relation deals with relations and is different from the advertising which is paid.
“The point of public relation is to make the public think favorable about the company and its offerings”
- Small business encyclopedia
The focus of public relation is on creating, maintaining, and protection the organization’s reputation enhancing its prestige and presenting a favorable image. People pay much attention to an organization’s reputation. The goal of public relation is to create goodwill for the organization.
Public relations practitioners communicated with internal and external publics. There may be various publics of organizations. Any of them can influence the process of achieving the organizing goals.
The goals of public relation are inform persuade and seek information from organization’s publics. External public relations activities include lobbying, political public relation, financial public relation, fund raising, crisis management and event coordination.
In short:-
a) It is a tool to achieve success.
b) It understands between public and institution.
c) It is mirror of organization
d) It is a image builder of organization
e) It is a continuous process.
f) It is a channel of communication.
So, public relation is creating, maintaining, and protecting the organization’s reputation, enhancing its prestige and presenting a favorable image.
Misconception about public relation:
Ø Public relation as a substitute for good management
Ø Public relations solve all problems.
Ø Public relation covers up mistakes.
Ø Public relation is business tool.
Ø Public relation is unnecessary for small industry\ institution.
Ø Public relation is wining and dining.
Essential qualities of public relation practitioner:
a) High degree of moral intergrity
b) Good communication skills
c) Expression skill
d) Listening skill
e) Good organizing ability
f) Creativity
g) Adaptability
h) Language expertise
i) Research ability
j) Analytical skill
Public relation officer should remember the following points as to their relationship with media:
a) They should be available to press to clear any confusion at any time.
b) Don t combines news release and order for advertisement.
c) Do not give a news release while paying of an advertisement.
d) Be careful about quotation. They must be careful while giving their quotation.
e) They should treat all the people equally.
f) They must not give any off the record information.
g) Don’t complain against minor mistakes or misprints.
h) Misleading a reporter should be a crime.
Special uses of public relations
a) Lobbying public relation d) Corporate public relation
b) Crisis public relation e) Financial public relation
c) Government public relation f) labor public relation
a) Lobbying public relation
A communication practice aimed at influencing lawmakers, policy makers and decision makers. It is part of public relation too.
Lobbying is mainly related to winning support for making a particular. More common practice of lobbying takes place at the time of approving a bill in parliament.
Types of lobbying:
- lobbying with person to person
- team lobbying
- public interest lobbying
- organizational \ institutional lobbying
- special interest lobbying
- government to government
Media as a tool of public relations:
Public relation people have to make their work more productive by establishing a good rapport with people. The following media actors are to be considered in this context:
1. Relationship with editor:
Editors are very powerful. Their editorial is not something very ordinary. Public relation people should establish good relation with them. Editors are opinion builders.
2. Relationship with reporters:
Reporters are informed people. They gather information from various sources. Thy also are opinion builders. Public relation people should have good relationship with them.
3. Relationship with columnists:
They choose one most important topic and write about it.
4. Relationship with broadcasters:
Broadcast media have a frequent access to public. So, public relation people should have good relation with them.
5. Relationship with cameraperson:
they create impressions. If public relation people win the heart of camerapersons, they can win more camera shots.
they create impressions. If public relation people win the heart of camerapersons, they can win more camera shots.
Public relation in crisis
Crisis management
Ø Gather all the facts and disseminate from one central information center.
Ø Speak with own voice
Ø Select credible spokesperson
Ø Be accessible to the media
Ø Report your own bad news, if the media has dugout.
Ø Tell your story quickly and honestly
Ø Provide sufficient evidences of statement
Ø Update crisis communication plan periodically.
Financial public relation:
The practice for public relation for financial institutions provides one of the most challenging communication opportunities. Financial institution, being a profit motive enterprises, entirely depends on public perception and trust for their survival and success. The big financial institution lives or dies on public perceptions. In this regard, financial institutions face unequally sensitive issues of public relation and communication challenges.
Financial institution deals with money or near money items. These firms need to be quite cautious wherever there are money matters. In this environment, sound public relations practices are much more than good management practice. They can be essential determining factors for the success or failure or individual financial organizations.
Some of the challenges faced by financial institutions regarding public relation:
Ø Bank failure
Ø Robbery
Ø Insurance company facing growing discount over high premiums have found themselves on the losing end.
Ø Public relation program for financial institutions are more or less same as in other organizations but with high sensitivity.
The seven steps in the cycle of public relation functions are:
a) Analyzing general climate of attitude.
b) Determining the attitude of any group towards the company.
c) Analyzing the state of opinion.
d) Formulating policy.
e) Planning means of improving the attitude of the group.
f) Carrying out the planned activities.
g) Feedback, evaluation and adjustment.
What contributions does financial public relation make to the success of the company:
a) The real contribution that good corporate and financial public relation makes to a company is in gaining a clear understanding among financial audiences. What a company does, what is trying to achieve and the making sure everyone knows when it meets or beats those objective.
b) Financial public relation is concentrated to build the reputation, which helps determine, what a company can do such as acquisitions, disposals share issues etc. all major changes, whether of strategy management or simply style, become more acceptable or even possible because of markets confidence in the company.
c) Good financial public relation is essential to a company’s ability to float the shares and to cope with the intense public security of its activity and in particular of those who manage the business.
d) Financial public relation has a role to play when a company does not achieve its objectives whether perceived failure is due to external factors, a need for more time, failure to manage expectations or simply getting it badly wrong, clear explanation of what is to be done to put the situation right is a far better response than hiding behind closed doors and refusing to talk.
Public relation tools:
Public relation tool
Event management controlled media
Exhibition press release
Conference news letter
Product launcher broacher
videos\ films
Journals
Websites
Public society of American code of ethics:
a) Transparency
b) Dialogue(communication)
c) Accuracy
d) Deception
e) Confidentiality
f) Influence
g) Conflict
h) Profit
Relations of public relation:
1) Public relation and social responsibility.
2) Public relation and publicity
3) Public relation and advertisement
4) Public relation and benefit
5) Public relation and information
Public relation approach:
1) Direct approach (central)
2) Media approach
3) Step down approach
Writing press release:
News release carries news value. There is some process of writing press release as follows:
1) It should be written in formal way
2) It should be understandable
3) It should be written in short
4) Should carry news values
5) Should send timely
6) Should be authentic
7) It should be written in legal way
8) Authority signature and letter pad is compulsory
9) Important information written in first paragraph than other
10) Don’t write if you don’t want to publish or broadcast.
House journal:
It’s a kind of magazine type of journal which deals only with the house from where the journals are published. Its contents are related only with the house and are targeted to those who are related to the house. It is the best tool for public relation. It helps to develop internal as well as external public relations. Here, internal refers to the people who are engaged in the house and external are related people to the house.
Planning a house journal:
1) Clear objective
2) Group formation
3) Division of labor
4) Call for articles
5) Select articles
6) Final articles
7) Take the advise
8) Print
9) Final print
10) Distribution
(Note: house journals only includes articles related to the house)
Organizing press meeting and facilitation visitors:
Press meeting can be organized by any person, group, or organization, but they must have some purpose or things to tell.
Press conference:
A press conference is a voluntary presentation of information to the media. In a press conference, you decide what information is presented, how it is presented and who present it. It is an opportunity to get your story on TV, radio, newspaper.
To hold a press conference, you contact the media, pick a time and place, make a presentation and respond to reporter’s questions.
How to hold or manage the press conference:
1) Set the date, time and agenda
2) Invite the media
3) Invite guests
4) Prepare your spokesperson
5) Prepare your statement
6) Presentation and respond
Major steps for setting of press conference:
1) Clearly state a good reason for holding press conference.
2) Decide what message you want to deliver through medias
3) Workout the location of press conference
4) Choose a facilitator for press conference
5) Prepare background materials (release)
6) Prepare visual aids, charts, big maps, pics etc.
ADVERTISING
Introduction
The term advertising is derived from original Latin word “adventere” which means “to turn the attention”. Every piece of advertising turns the attention of the readers or the listeners or the viewers towards the product or a service on an idea. Therefore, it can be said that anything that turns the attention to an article or a service or an idea might be called advertising.
“Advertising is multi dimensional, powerful marketing tool, a component of economic system, a means of financing the mass media, an art form and instrument of business management and field of the employment”
C.H. Sande and V. Fryburger
According to new Encyclopedia, “advertising is a form of communication intended to promote the sale of the product as service to influence public opinion to gain political support or to advance a particular cause.”
Advertisement is viewed as both the mission and the maker of culture. Its words and images reflect the present and past even as they contribute new sounds and symbol that shape the future.
Other view of advertising on purely an economic activity with one purpose i.e. to sell. But many advertising and agencies are also working for social works and responsibilities.
Advertising is defined differently by various scholars:
Media issue in Nepal 2001 defines advertising as “controlled, identifiable, informative and persuasive means of mass communication media.”
“Any paid form of non personal presentation of ideas, goods and services by the identified sponsor.”
American marketing society
“Advertising is paid non personal communication from identified sponsor using mass media to persuade or influence an audience.”
Well, Burnett and Moriarty
The definition of advertising has six elements:
- Paid communication
- That is non personal(not person to person)
- From an identified sponsor
- Using mass media
- To influence an audience or the target group
- Presentation of ideas, goods and services.
In short, its features are:
a) It is bridge between buyers and sellers
b) It is a major social and economic force
c) It is a discipline of mass communication
d) It is a paid form
e) It is a main component of mass media
f) It is a powerful marketing tool
g) It is an art of presentation
h) It is a profession too
i) It is a ideas used for selling goods and services j) It is information.
Elements of advertising (who are involved)
- Advertising is a five part business:
1) Advertisers
2) Ad agencies
3) Support organization
4) Media
5) Consumers
History of advertising:
- 1473 AD: William Caxton published advertisement in the book related to Girjaghar. But it is not for any business purpose.
- 1652 AD: in England, first business motive advertisement published related to coffee.
- 1840 AD: Volney palmer started “advertising agency” from USA.
- 1890 AD: Advertising business develop all over the Europe
- 1862 AD: (1919 BS) “Mokshsiddi” cover page published of Nepal Manoranjan press. Its first advertisement of Nepal.
Types of advertising:
1) Commercial advertising
2) Public announcement advertising
3) Personal advertising
4) Governmental advertising
5) Institutional advertising
6) Educational advertising
7) Vacancy announcement advertising
Advertisement is a communicative art.
1) Marketing communication (directly \ indirectly):
2) Create the brand image:
3) Effective communication
4) Value of simplicity:
1. Marketing communication (directly \ indirectly):
Ad is specialized form of the communication because in order to satisfy the marketing function it has to do more than inform. It has to persuade the people. Advertising has to influence choice and buying decisions.
2. Create brand image:
(Established brand in the market) Ad is the means of marketing known in order to sale. Names like Surya, Dabur Nepal, etc are known by too many people because of advertising.
3. Effective communication:
Communication has to influence choice and buying decision.
VIPS formula
V= visibility (easily noticed)
I= identity (advertiser and product)
P= promise (to offer and provide guarantee)
S= single mind ness (not confused)
4. Value of simplicity:
Ad language should be3 simple and everyone must understand it easily.
Advertising approaches:
a) Network approach
b) Spot approach
c) Program sponsor approach
d) Participation show
e) Announcement campaign
f) Photography approach
Merits and demerits of advertising:
Merits:
1) Advertisement can reach many consumer simultaneously
2) Relatively low cost per exposure
3) Excellent for creating brand image
4) High degree of flexibility and variety of media to choose from
5) Source of information
6) Promotion of goods and services
7) Economic component of media organization
Demerits
1) All consumers or audiences are not buyers
2) Advertising is waste of money
3) Not always studied in detail but at a glance
4) Price increase of product and services
5) Fake things can be promoted
6) Ove3r presentation of product.
Difference between:
Public relation Advertising
- It is fact related =It is far from fact
- It is wide = It is part of PR
- It is unstructured = It is more an individual
- It is long-lasting = It is of short duration
- It is not publicity = It is a kind of publicity
- It deals with practice and target group’s = It deals with the selling of the product
interest
- Through PR weakness of an organisa- = It doesn’t try to find out the weakness of the
-tion is tried to find out product but try to sell it anyhow
- PR is not paid = It is paid.
- Media is a part of PR but not compulsory = Media is a compulsory part
- PR officer (PRO) is compulsory = Media and money is important.
Eight laws of designing of an advertisement:
1) Law of unity: letter, font, size, space must be united and managed.
2) Law of variety: picture, content, colors
3) Law of balance: balance using language, content, color, size, photo etc.
4) Law of harmony: it deals with using font of headline(36) and sub headline(24)
5) Law of rhythm: use of content in well manner or spontaneously or serially.
6) Law of proportion: use of space and font wide space- large font\ narrow space – small.
7) Law of scale: color combination suitable in particular ad.
8) Law of emphasis: focus on the main part of advertisement. All emphasis is no emphasis.
History of advertisement in Nepal:
· 1919 BS: Krishna giri published the book “Mokshyasidhi” in cover of that book, an advertisement was published. It was about Manoranjan pres
· 1945 BS: “Gorkha bharat jeevan” published advertisement related to religion.
· 1956 BS: “Sudhasagar” published advertisement related to the literature.
· Gorkhapatra published from 1958 the history of ad started. After sometime of the publication of Gorkhapatra, it started publishing only governmental advertisements but in fewer number.
· From 2006 BS: ad of Hindi cinema published in Gorkhapatra. It is taken as the first professional ad in Nepal.
· From 2025 BS: radio Nepal started advertising service.
· 2044 BS: NTV also started ad services.
Organs of advertising:
1) Advertisers
2) Agency
3) Support organization
4) Customer
5) Media
Process of advertising:
1) Research
2) Plan strategy
3) Creation of advertisement
4) Decision
5) Evaluation
1) Research
i) Consumer research
Necessity and interest of consumer are studied. Age, sex, educational status, social class, income, religion, psychology of the target group is studied.
ii) Product analysis
What kind of package, delivery of the product do people like?
iii) Market analysis
Situation of the market.
2) Plan strategy(advertising strategy and planning)
i) Objectives : Make plan and strategies according to the purpose or objectives of advertisement
ii) Appropriation: advertising should be appropriate with the time period. As ad of jacket, sweater should be done in winter season.
iii) Creative strategy: at what time your ad should be given. Sometimes, time of ad should be changed.
iv) Media strategy: which media or what message
3. Creation of advertisement
i) Copy writing: the copy ready for the ad is known as ad copy writing. It is a creative work. One should think the form of ad. In ad copy, ad producer want to see. In ad copy letters, photo is included. The success and failure of ad is depending upon ad copy.
ii) Ad layout: One should think that what materials should place in ad copy. Everything should place in ad copy. Everything should be arranged properly so that it can attract the people in the first sight. The following things should be remembered while doing lay out: heading, sub heading; color; illustration; text; slogan.
4. Tactical decision:
i) Budgeting ad and control: take care about income of the organization, size of market, form, purpose, promotion and competition
ii) Selection of media
iii) Scheduling
5. Evaluation: After broadcasting or publishing effectiveness of ad is studied. But, it is very difficult to know about the effect in the mind of public. If people buy products a lot that also shows the effectiveness of ad.
Advertising agency:-
An organization which aims to inform the people in effective way about the product and services. To provide advertisement to media is the main aim of advertising agency.
Ad agency plays important role in industrial development.
Functions:
1) To make well advertising copy for different mass media
2) To select proper media for advertisement. They buy the time or space in media and broadcast or publish the ads
3) To research the market and evaluate the advertisement.
4) It helps to advertise in effective way.
Association of advertising agency of Nepal (AAN)
· Started from 2047 as an non governmental organization
· To protect right of advertiser, professionals of advertising and the advertising agency
· The aim of AAN is to establish relationship with advertising agencies, advertisers, media houses to fix the role of advertisement etc.
· AAN gives “Criti Award” to the best ad agency
· It helps to develop the well creative advertisement.
Organizational structure of ad agency:
1. Account service department:
Ø Keeps records about the cost of ad
Ø Suggest the advertiser
2. Creative department
Ø Prepare ad copy
Ø Copy writers, designers, artists, creative people works together
3. Media department
Ø Select appropriate media
Ø Research about readers and audiences, listeners etc
5. Administrative department
Ø Active staffs
Ø Mobilize staffs
6. marketing department
Ø evaluation of advertisement promotion
Ø determination of market
Laws on advertising in Nepal:
There is no fixed law for advertising in Nepal because in past, it was not taken as an industry, but in present days when advertising develops, the need of laws on advertising in Nepal is felt and till now (2011), it is in the process of making. And till now, the advertising is controlled under:
1. Broadcasting act 2049
Ø Ad materials should not affect political parties
Ø Ad should not publish or broadcast against national laws
Ø Ad should not publish or broadcast that creates violence
Ø Ad should not publish or broadcast that affect caste, religion, language etc.
2. Government of Nepal has strictly prohibited to broadcast or publish the advertisement related with wine, alcohol, smoke, cigarette, tobacco etc. besides, journalistic code of conduct 2046 says that advertisement should not publish or broadcast materials which may destroy social and cultural aspect of the nation. It also says that ad should not present women wrongly and should not exaggerate the quality of product.
Media issues:
1) Global warming
2) Terrorism
3) Economic crisis
4) HIV \ AIDS
5) Gender issues
6) Iraq Afghanistan war
Ethics of advertising
According to “Advertising code of American Business Society”,
1) Ad should be based on truth
2) Ad should not affect the society negatively
3) Ad which affects moral law and social welfare are not allowed to broadcast or publish
4) Materials which dominate other materials are not allowed to broadcast or publish
5) Ad language should be simple
According to “Ad council of India”:
1) Ad should not exaggerate the product
2) Ad should follow not against national law, social norms and values and religion.
Duties and responsibilities of spoke person:
1) To inform press about plan, policies and program of the ministry
2) To give true information about the public related issues
3) To clarify any wrong information about the organization
4) To comment about the public related subject
5) For national important news keep relation with minister
6) To work as mediator between the ministry and the press
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