BJMC 204

Public Relations
(BAJMC-204)
Unit – 1
Concept and Evolution of Public Relations
by

Dr. Avneet Kaur Bhatia

(Associate Professor, BVICAM, New Delhi)
2024
U1.
© Bharati Vidyapeeth’s Institute of Computer Applications and Management , New Delhi-63, by Dr. Avneet Kaur
‹#›

Public Relations

Public Relations is a strategic communication process companies,

individuals and organizational relationships with the publics. A
PR specialist drafts a specialized communication plan and uses
media and other direct and indirect mediums to create and
maintain a positive brand image and a strong relationship with
the target audience.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Public Relations

Two way communication process between an organization and its

public Communication with a view to changing the mindsets of
the public in a Certain direction.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 1
 BJMC 204

Public Relations
Public Relations:
• Anticipating, analyzing and interpreting the public opinion and
attitudes of the public towards the brand and drafting strategies
• Drafting strategies to support brand‘s every campaign and new
move through editorial content
• Writing and distributing press release
• Speechwriting
• Planning and executing special public outreach and media
relations events
• Writing content for the web (internal and external websites)
• Developing a crisis public relations strategy.
• Handling social media presence of the brand and responding to
public reviews on social media websites.
© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Public Relations

OBJECTIVES: To carry out a range of communication tasks

involving the analysis, contextualisation and synthesis of written
material dealing with actual communication problems, using the
basic principles and ideas.
 To utilize public relations principles and techniques in a
practical way that will help solve particular communication
problems.
 To assist in practical application of the basic concepts and
principles, through creative use of ordinary channels and media
of communication
 To construct a base for the more advanced study of the
discipline

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Public Relations
Public Relations:
• Counseling the employees of the organization with regard to
policies, course of action,organisation‘s responsibility, etc.
• Dealing with government and legislative agencies on behalf of
the organization.
• Dealing with public groups and other organisations with regard
to social and other policies of the organisation and legislation of
the government.
• Handling investor‘s relations

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 2
 BJMC 204

Nature of public relations

 Public relation deals with the activities connected with

improving and assessing the relationship of an organisation or
an individual with the public.
 Public relation in today business represent an organised
activity with due recognition of the ultimate authority of the
public opinion.
 Public relation department are the establishment of and
maintenance of goodwill the more an organisation does to
merit this goodwill the easier the task of public relation officer
will be

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Scope of public relation

The public relation department may prepare a magazine a

distribution to listed customers some corporation issue special
magazine s for their stockholders.
Public relation directors of trade organizations to tell them the
history of organization or industry.

Some organization employee not only a public relation director

with a staff under his supervision but also a public relation
consultant to provide a outside point of view on question of policy.

Most public relation works a combination of logical and

psychological of methods distortion defeat there on purpose but
often it is possible to switch from an un popular concept, express
in standardized term, to a popular or at least and acceptable one ,
without doing violence to truth.
© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Types of Publics

Types of Publics
Customers
Investors/shareholders
Local authorities
Local communities
Opinion makers
Suppliers/Trade associations
Employees/Trade unions
Media
Special interest groups etc.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 3
 BJMC 204

Evolution

 Ivylee was the first real practitioner of public relation, but

Edward’s is regarded as professional founder today.
 After world war one public relation was considered as a
professional
 In 1928 Harold Lass well explained that public relation was a
term used to shield the ill repute the word propaganda.
 Ivylee developed the modern news release. The public relation
society of America (PRSA) described public relation helps an
organization to adapt mutually with its public.
 1780 James Augustus Hicky started Bengal Gazette, also
called Hicky's Gazette – advocated freedom of expression.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Evolution

1799 Government issued Press Regulations - rules making it

necessary to publish the names publishers.
1822 Bombay Samachar, a Gujarat newspaper started about
business and politics. 1830 MombaiVartman, a vernacular paper
started publication.
1839 Bengali Press published nine newspapers with circulation
of 200 copies each. British themselves had 26 newspapers (six
of them dailies)
1910 Indian Press Act promulgated and champions of freedom
like AurobindoGhosh of BandeMatatram, B.B. Upadhyaya of
Sandhya, and B.N. Dutt of Junganturprosecuted.
1913 'Bombay Chronicle' Bombay established. (Mouth piece of
freedom struggle.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Evolution

1918The Central Publicity Bureau established at Simla. Indian

Press delegation visits theaters of war.
1919 The Central Bureau Of Information established (presently,
Press Information Bureau) Headed by B.G. Horniman, editor,
Bombay Chronicle later deported to England.
1936 Bureau Of Public Information (Government of India)
established. The word 'Public’ has significance. Central Bureau of
Public Information with Principle Information Officer as head.
1940 Public Relations Directorate, India Command, came into
being with the appointment of Brigadier I.S.Jehu as the director.
The creation of the post marked a sort of revolution in defense
services which had been a closed book to the public in India. The
objective was to build a bridge between the armed forces, the
Indian media and the public.
© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 4
 BJMC 204

Evolution

1958 Public Relations Society of India (PRSI) formed as a

national body for promotion of public relations profession.
1968 First All India Public Relations Conference in New Delhi
Theme was 'Professional Approach'.
1982 World Public Relations Congress in Mumbai with the
theme 'The Inter-dependent World' section Indian Press
Commission Report released.
 2001 India's second nuclear test conducted. World anguished.
India launches an information campaign to justify and assure that
energy is to be used for peaceful purposes.
 2002 Tehelka sting operation against corruption of politics and
defense deals. Parties and the Government's efforts to sober the
efforts.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

PR is different from advertising, and

publicity and propaganda
• Publicity:
 Generation of news about a person, product, or service that
appears in broadcast or print
 media
 Short term strategy
 The Power of Publicity
 The Control and Dissemination of Publicity (press releases,
or “leaks” may be used to make sure that the information
gets out.)

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

PR is different from advertising, and

publicity and propaganda
• Advantages and Disadvantages of Publicity
 credibility
 news value
 high word-of-mouth communications
 perceived endorsement by the media
 Disadvantages
 Timeliness and accuracy

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 5
 BJMC 204

PR is different from advertising, and

publicity and propaganda
• Advertising
Advertising is the no personal communication of information
usually paid for and usually persuasive in nature about
products, services or ideas by identified sponsors through
the various media.
 Types of advertising.
1. Image advertising
 General image or positioning ad
 Sponsorships
 Recruiting
 Generating financial support
2. Advocacy advertising-
 Addresses social
© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

PR is different from advertising, and

publicity and propaganda

Cause-related advertising
 excellent vehicle for positioning the firm
 way of reaching select target market
 Takes advantage of the efforts of public relations.
 Disadvantages
 Ethically wrong.
 Questionable effectiveness

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

PR is different from advertising, and

publicity and propaganda

Propaganda: Is a form of communication aimed towards

influencing the attitude of the community toward some cause or
position by presenting only one side of an argument?
Propaganda statements may be partly false and partly true.
Propaganda is usually repeated and dispersed over a wide
variety of media in order to create the chosen result in audience
attitudes. As opposed to impartially providing information,
propaganda, in its most basic sense, presents information
primarily to influence an audience. Propaganda often presents
facts selectively to encourage a particular synthesis, or uses
loaded messages to produce an emotional rather than rational
response to the information presented. The desired result is a
change of the attitude toward the subject in the target audience
to further a political, religious or commercial agenda.
© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 6
 BJMC 204

Propaganda
 Control of information flow: withholding information and
releasing information base on predetermine timing.
 Developing and communication information through particular
audiences.
 Management of public opinion: how u manage the public
opinion you gathered Manipulation of behavior : propaganda
helps in manipulating human behavior in order to motivate them
to buy curtain products.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

SCOPE OF PR

Public opinion is an expression of the general population's

thoughts on a particular issue.
Difference between Corporate communication & PR
Public relation
A two way communication process between an organization and
its public. Communication with a view to changing the mindsets
of the public in a certain directionPublic relation involves the
deliberate, planned and sustained efforts to establish and
maintain mutual understanding between and organisation and
its public. Public relation is everything from an attitude of mine
down to minute detail in a successful implementation of a
programme.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

SCOPE OF PR

Corporate communication
Set of activities involved in managing and orchestrating all internal
and external communications aimed at creating favorable point-
of-view among stakeholders on which the company depends it
is the messages issued by a corporate organization, body, or
institute to its audiences, such as employees, media, channel
partners and the general public.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 7
 BJMC 204

SCOPE OF PR

PR as a marketing tool?
• Public relations is a valuable tool in the promotional mix.
Unlike paid marketing programs such as advertising your
business, public relations is focused on earned media and
can take advantage of unpaid communication channels.
Public relations is about managing perceptions – how people
think about your business.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

SCOPE OF PR

PR as a marketing tool?
Marketing is all about communicating the right message to the
right people- an opinion
 PR is the vital support systems to marketing
 Business need a PR team to design and implement the most
compatible PR programme
 This is a cost-effective method of obtaining highest quality
work from PR experts
 A PR firm can act as the marketing arm of your business by a
steadfast dedication to your
products, services and the business name
Market PR Goals
 Enlarge awareness base
 Develop a loyal customer base

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

SCOPE OF PR

PR as a marketing tool?
 Earn customer testimonials to inspire new customers
 Build market excitement at pre and post advertising lunch
stage
 Inspire sale force and dealers
 Keep promotional cost under tab
 Influence the opinion leaders
 Build and maintain corporate image
 Support to new product launches
 Assist products to attain maturity

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 8
 BJMC 204

Ethics of PR

 PRSA Code of Ethics

 The practice of public relations can present unique and
challenging ethical issues. At the same time, protecting
integrity and the public trust are fundamental to the
profession’s role and reputation. Bottom line, successful
public relations hinges on the ethics of its practitioners.
 To help members navigate ethics principles and
applications, the Society created, and continues to maintain,
the PRSA Code of Ethics. Under the Code, widely regarded
as the industry standard, members pledge to core values,
principles and practice guidelines that define their
professionalism and advance their success.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Ethics of PR

• Throughout its existence IPRA has always sought to provide

intellectual leadership for the public relations profession. A
key part of this has been the development of a number of
Codes and Charters seeking to provide an ethical framework
for the activities of the profession. Upon joining IPRA all
members undertake to uphold these Codes and in doing so
benefit from the ethical climate that they create.
• Launched in 2011 the IPRA Code of Conduct is an affirmation
of professional and ethical conduct by members of the
International Public Relations Association and recommended
to public relations practitioners worldwide.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Ethics of PR

The Code consolidates the 1961 Code of Venice, the 1965 Code
of Athens and the 2007 Code of Brussels. Recalling the
Charter of the United Nations which determines ―to reaffirm
faith in fundamental human rights, and in the dignity and worth
of the human person‖;
• Recalling the 1948 ―Universal Declaration of Human Rights"
and especially recalling Article 19;
• Recalling that public relations, by fostering the free flow of
information, contributes to the interests of all stakeholders.
• Recalling that the conduct of public relations and public affairs
provides essential democratic representation to public
authorities Recalling that public relations practitioners through
their wide-reaching communication skills possess a means of
influence that should be restrained by the observance of a code
© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 9
 BJMC 204

Ethics of PR

Principles: The Code, created and maintained by the PRSA

Board of Ethics and Professional Standards (BEPS), sets out
principles and guidelines built on core values. Fundamental
values like advocacy, honesty, loyalty, professional
development and objectivity structure ethical practice and
interaction with clients and the public.
 Protect and advance the free flow of accurate and truthful
information.
 Foster informed decision making through open
communication.
 Protect confidential and private information.
 Promote healthy and fair competition among professionals.
 Avoid conflicts of interest.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

Principles of Management in PR

 The Relationship Principle: Organizations can withstand both

issues and crises better if they have established good, long-
term relationships with publics who are at risk from decisions
and behaviors of the organization.
 The Accountability Principle: Organizations should accept
responsibility for a crisis even if it was not their fault.
 The Disclosure Principle: At the time of a crisis, an organization
must disclose all that it knows about the crisis or problem
involved.
 Internal communication involves the communication that exists
within a company and can take many forms. Key to the success
of an organization is communication from within. In order to
effectively engage in two-way symmetrical communication.
© Bharati Vidyapeeth’s Institute of Computer Applications and Management,, New Delhi-63, by Dr. Avneet Kaur. U1.
‹#›

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Dr Avneet Kaur Bhatia U1. 10