Fahad Manzoor L1S19BSMC0104

Junaid Raza L1S19BSMC0085

Hamza Rajpoot L1S19BSMC0103
 Public relations is a strategic
communication process companies,
individuals, and organizations use to build
mutually beneficial relationships with the
public.
 A public relations 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.
 Themain objective of public relations is to
maintain a positive reputation of the brand and
maintain a strategic relationship with the public,
prospective customers, partners, investors,
employees and other stakeholders which leads to
a positive image of the brand and makes it seem
honest, successful, important, and relevant.
 Anticipating, analyzing, and interpreting the public
opinion and attitudes of the public towards the brand
and drafting strategies which use free or earned
media to influence them.
 Drafting strategies to support brand’s every campaign
and new move through editorial content.
 Writing and distributing press releases.
 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 the social media presence of the brand
and responding to public reviews on social media
websites.
 Concelling the employees of the organization with
regard to policies, course of action, organization’s
responsibility and their responsibility.
 Dealing with government and legislative agencies
on behalf of the organization.
 Dealing with public groups and other organizations
with regard to social and other policies of the
organization and legislation of the government.
 Handling investor relations.
 Media Relations: Establishing a good relationship with the media organizations
and acting as their content source.
 Investor Relations: Handling investors events, releasing financial reports and
regulatory filings, and handling investors, analysts and media queries and
complaints.
 Government Relations: Representing the brand to the government with regard to
fulfilment of policies like corporate social responsibility, fair competition,
consumer protection, employee protection, etc.
 Community Relations: Handling the social aspect of the brand and establishing a
positive reputation in the social niche like environment protection, education, etc.
 Internal Relations: Counselling the employees of the organization with regard to
policies, course of action, organization’s responsibility and their responsibility.
Cooperating with them during special product launches and events.
 Customer Relations: Handling relationships with the target market and lead
consumers. Conducting market research to know more about interests, attitudes,
and priorities of the customers and crafting strategies to influence the same using
earned media.
 Marketing Communications: Supporting marketing efforts relating to product
launch, special campaigns, brand awareness, image, andpositioning.
 To raise awareness. People trust established brands. One way to make
your business known and compete with established brands is to send out
your message by a third party such as a popular magazine in your
industry, a high-traffic website, a respected influencer or social media
superstar.
 Build credibility. Unlike advertising, a magazine mention of your
product or a product review is not a direct sell so it comes out as a
recommendation from a person that could be an authority in your niche
like a celebrity beauty blogger with thousands of followers.
 Tailors information. Every business has its unique brand message.
People adore brands that have a compelling or relatable story so make
sure that you carry yours wholeheartedly at every function you go to
because it is what makes people remember you.
 Helps manage reputation. Having trusted connections in the media is
not always about free marketing but also reputation management. In your
business journey, you will encounter (but I hope you don’t) dreadful
situations like advertising gone wrong or unsatisfied customers lashing
out on social media about how bad your product is. In times like these,
media connections can help you repair the damage through a press release
or similar means.
 Helps shape a likable image. Customers love friendly and community-engaged
brands. By maintaining a constant presence in your industry or in front your
customers’ eyes, you are creating a strong connection with your audience.
 Cost-effective. Paying for a magazine spread is not a bad idea if you have the
budget for it. However, if you are on a tight budget, having friends in the right
places can get you a full feature or an article mention on the same publication
without paying loads of cash.
 Promote brand values. You can use PR to send out positive messages to your
target audience that are in line with your brand image by using the language and
ideas that your target customers respond to more positively.
 Strengthens community relations. When you make new connections, you are
building ties with the local market by attending functions, joining groups, donating
time to charity or causes related to your business. Being an active member of a
community establishes your credibility with peers, consumers, and editorial
contacts.
 Boost your niche authority. Getting featured on media outlets may come out as
simple to many but for a business owner, the effect could be massively beneficial
especially if you are trying to own a niche.
 Know your competition up-close and personal. You are not the only one who
spends time in making new connections. It’s one way of knowing what your
competitors are up to, which gives you clues how to keep up with them.
 Education: Specialized educational programs are offered
worldwide educating students about PR.

 Salary: Average annual salary of PR Director in UK is

77,619 Pounds.
Average annual salary in USA is 67,990$ and
goes upto 112,260.

 Job Sector:
 Government Sector
 Public Sector
 Financial public relations – communicating financial results and
business strategy
 Consumer/lifestyle public relations – gaining publicity for a
particular product or service
 Crisis communication – responding in a crisis
 Internal communications – communicating within the company
itself
 Government relations – engaging government departments to
influence public policy
 Media relations – a public relations function that involves building
and maintaining close relationships with the news media so that
they can sell and promote a business.
 Social Media/Community Marketing - in today's climate, public
relations professionals leverage social media marketing to
distribute messages about their clients to desired target markets
 In-house public relations – a public relations professional hired to
manage press and publicity campaigns for the company that hired
them.
 Traditional Publics: Groups with which the individual has an ongoing and long term
relationship with, this may include; Employees, Media, Governments, Investors, and
Customers
 Non-Traditional Publics: Groups that are typically unfamiliar with the organization
and the individual has not had a relationship with but may become traditional
publics due to changes in the organization, in society or if a group changing event
occurs.
 Latent Publics: A group whose values have come into contact with the values of the
organization but whose members haven't yet realized it; the members of that public
are not yet aware of the relationship.
 Aware Publics: A group of members who are aware of the existence of a
commonality of values or interests with your organization, but have not organized or
attempted to respond to that commonality.
 Intervening Publics: Any public that helps an individual send a message to another
public, could be the media or someone with stature.
 Primary Publics: If a public can directly affect an organization's pursuit of its
values-driven goals. This publics would include media, employees, government,
shareholder, financial institutions, and the immediate community.
 Secondary Publics: Have high interest in the company such as the primary publics
but will not be directly affected by decisions of the organization.
 Internal Publics: People within an organization
 External Publics: People outside of an organization
 Domestic Publics: Those within the country
 International Publics: Those outside of the country and when communicating with
this publics individuals must be wary of that areas culture, beliefs, values, ethic,
and other valuable cultural difference as to not offend anyone
 Publicists can work in a host of different types of
business verticals such as entertainment,
technology, music, travel, television, food,
consumer electronics and more. Many publicists
build their career in a specific business space to
leverage relationships and contacts. There are
different kinds of press strategies for such as B2B
(business to business) or B2C (business to
consumer). Business to business publicity
highlights service providers who provide services
and products to other businesses. Business to
Consumer publicizes products and services for
regular consumers, such as toys, travel, food,
entertainment, personal electronics and music.
 Considered a Credible Form of Promotion – A key part of a PR
promotion is to obtain mentions of an organization in independent
media outlets as the target market generally views the mention as
being more credible since it is not based on payment but on the
media outlet’s judgment of what is newsworthy.
 Can Offer More Detail – A well-structured public relations
campaign can provide the target market with more detailed
information than they receive with other forms of marketing
promotion.
 Information May Spread Quickly – A story mentioning an
organization may be quickly picked up by a large number of
additional media outlets.
 May Be Lower Cost Than Other Methods – When compared to
the direct cost of other promotions, in particular advertising, the
return on promotional expense for well-executed PR can be quite
high.
 Lack of Control Over Message Release – While public relations often
uses the same print, digital and broadcast media outlets as advertising, it
differs significantly from advertising in that marketers do not have direct
control over whether a message is delivered.
 Lack of Control Over Message Content – When public relations
conveys information to a member of the media, the message may be “re-
crafted” to fit within media’s content with the final message not being
precisely what the marketer planned.
 May Be Higher Cost Than Other Methods – While a PR campaign has
the potential to yield a high return on promotional expense, it also can
have the opposite effect.
 Message May Not Appear at All – When dealing with the media, there
is always a chance a PR content item will get “bumped” from planned
media coverage because of a more critical breaking news story.
 Special Skills May be Needed to Do PR Effectively – Marketers,
accustomed to handling many of their own promotional tasks, may find
that public relations requires a different skill set than other types of
promotion, thus requiring the marketer to spend on a PR professional.
 Communicate with the public:
In both journalism and PR, professionals are constantly communicating
with the public. They tell stories and interact with their audiences – it is what
keeps the organizations running. Which leads to the next similarity.
 Build trust:
In order for professionals in the journalism and PR industries to be
successful, it is essential to build credibility and trust with the audience.
Journalists build trust by reporting and publishing fair and accurate content
so that they are recognized as a credible organization. In addition to
credibility, PR professionals build trust to inform and persuade target
audiences to support an organization or product.
 Relay information in an easily understandable way:
When people read articles, listen to stories or scroll through social media,
they are more likely to stay engaged if the story is clear and concise.
Audiences do not have the time to think hard about what is being handed to
them – big words or confusing graphics are deterrents in maintaining an
audience.
 Roles in a company :
At a news organization, usually employees have one role – for example,
reporters will report, editors will edit and so on. News organizations serve
one master- the public. On the other hand, PR professionals serve many
masters and can have multiple clients at one time. Although, this can vary
depending on the situation, For instance, a professional at a television news
station can wear many hats as an anchor, a reporter and an editor.
 The targeted or acquired audiences:
PR professionals target specific audiences in order to relay a message and
build support for a brand, product or idea. On the other hand, journalism has
an acquired audience – they do not need to specifically target any audiences
because what they are publishing, the news, is of interest to the public.
 The freedom of expression or creativity:
Journalists often have more freedom to tell the stories they want because
they are constantly looking for and pitching ideas. But in the PR world,
professionals are working for a client – they need to alter ideas and stories to
the brand and communicate in a way that will interest the target audience.