P.S.R.

Engineering College Sivakasi

Seminar On Public Relation Events

Recent Trends in Management (12BA28)

Guided By: Mrs. S.P.SUBHASHINI B.Tech., M.BA., Asst. Professor, Department of Management Studies

Submitted To: Submitted By: Mr. S.THIRUPPATHI B.Tech., MBA., THIRUMALAI KUMAR, M/s. S.P.SUBHASHINI B.Tech., MBA., 12BA051,
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Asst. Professors, MBA, Department of Management Studies. Semester.

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PUBLIC RELATIONS EVENTS

1.1.1 INTRODUCTION:
Public relations (PR) are the practice of managing the flow of information between an

individual or an organization and the public. Public relations may include an organization or individualgaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication. Regardless of the size or shape of your chapter, public relations will be invaluable to your future success. PR must be basic, constant, repetitive, continual reminders so everyone will know what AMSA is and how we work for students.

Increase awareness of AMSA among your classmates, campus population and surrounding community, Increase AMSA student participation, Inform students about AMSA events, activities and opportunities Increase AMSA membership.

2.1.1 DEFINITION:
IvyLeeandEdwardLouisBernaysestablished the first definition of public relations in the early 1900s as
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"A management function, which tabulates public attitudes, defines the policies, procedures, and interests of an organization... followed by executing a program of action to earn public understanding and acceptance." In August 1978, the World Assembly of Public Relations Associations defined the field as "The art and socialscience of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the publicinterest." The Public Relations Society of America (PRSA) defined public relations in 1982 as: "Public relations helps an organization and its publics adapt mutually to each other." In 2011 and 2012, the PRSA developed a crowd-sourced definition: "A public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." Public relations can also be defined simply as the practice of managing communication between an organization and its publics. The European view of public relations notes that besides a relational form of interactivity there is also a reflective paradigm that is concerned with publics and the publicsphere; not only with relational, which can in principle be private, but also with public consequences of organizational behavior.

3.1. METHODS AND TOOLS:

3.1.1 Audience targeting 3.1.2 Messaging 3.1.3 Social media marketing

3.1.4 Other techniques

3.1.1 Audience targeting:

Fundamental technique used in public relations is to identify the targetaudience, and to tailor messages to appeal to each audience. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages.

3.1.2 Messaging:
Messaging is the process of creating a consistent story around a product, person, company or service. Messaging aims to avoid having readers receive contradictory or confusing information that will instill doubt in their purchasing choice or other decisions that have an impact on the company. Brands aim to have the same problem statement, industry viewpoint or brand perception shared across sources and mediums.
3.1.3

Social media marketing:

Main article: Digitalmarketing

Digital marketing is the use ofInternet tools and technologies such as searchengines Web 2.0 social bookmarking, new media relations, blogging and social media marketing., Web 2.0 social bookmarking, newmedia relations, blogging and social media marketing. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects.
3.1.4

Other techniques:

Litigation public relations is the management of the communication process during the course of any legal dispute or adjudicatory processing so as to affect the outcome or its impact on the clients overall reputation (Haggerty, 2003).

4.1. TYPES OF PUBLIC RELATIONS: 4.1.1 Media Relations

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4.1.2 Media Tours 4.1.3 Newsletters 4.1.4 Special Events 4.1.5 Employee Relations 4.1.6 Community Relations 4.1.1 MEDIA RELATIONS:
This is the process of spreading information via the media (TV, radio, internet, newspapers, etc). Traditionally the core of public relations, it still has the widest coverage of the other forms. In order to maintain integrity reporters/members of the media refuse to accept any payment from businesses looking to have a story done about them. Therefore this is still a very relevant tool for small business owners. The secret: have an interesting story. What about your business is worth peoples time? Look for something unique about your company, its history, a tradition, even a unique customer. All can be pitched to local media outlets.

4.1.2 MEDIA TOURS:

Some new products can be successfully publicized when launched with a media tour. On a media tour a company spokesperson travels to key cities to introduce a new product by being booked on TV and radio talk shows and conducting interviews with print and Internet reporters or influencers (e.g., bloggers).

4.1.3 NEWSLETTERS:
Marketers who have captured names and addresses of customers and potential customers can use a newsletter for regular contact with their targeted audience. Newsletters can be directed at trade customers, final consumers orbusiness buyers and canbedistributed either by regular mail or electronic means (i.e., e-newsletters delivered via email or rss feed)

4.1.4 SPECIAL EVENTS:

These run the gamut from receptions to elegant dinners to stunts. Special events can be designed to reach a specific narrow target audience, such as individuals interested in college savings plans to major events like a strawberry festival designed to promote tourism and regional agriculture.

4.1.5 EMPLOYEE COMMUNICATIONS:

For many companies communicating regularly with employees is important in keeping employees informed of corporate programs, sales incentives, personnel issues, as well as keeping them updated on new products and programs.

4.1.6 COMMUNITY RELATIONS AND PHILANTHROPY:

For many companies fostering good relations with key audiences includes building strong relationships with their regional community. Companies implement programs supportive of the community ranging from supporting local organizations and institutions (e.g., arts organizations, community activities, parks)

5.1. ADVANTAGES OF PUBLIC RELATIONS: 5.1.1 Credibility 5.1.2 Cost 5.1.3 Avoidance of clutter 5.1.4 Lead generations 5.1.5 Ability of reach specific group 5.1.6Imagebuilding

5.1.1 Credibility:
Because PR communications are not perceived in the same light as advertising that is, the public does not realize the organization either directly or indirectly paid for them they tend to have more credibility. The fact that the media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible. For example, an article in newspapers or magazines discussing the virtues of aspirin may be perceived very much as more credible than an ad for a particular brand of aspirin.

5.1.2 Cost:
In both absolute and relative terms, the cost of PR is very low, especially when the possible effects are considered. While a firm can employ AD agencies and spend millions of dollars on AD, for smaller companies, this form of communication may be the most affordable alternativeavailable.

5.1.3 Avoidance of Clutter:

Because they are typically perceived, as news items, PR messages are not subject to the clutter of ads. A story regarding a new product, introduction of break through is treated as a news item and is likely to receive attention. Talks about the Aamir Khan movie, The Rising

5.1.4 Lead Generation:

Information about the technological innovations, medical break-throughs and the like results almost immediately in a multitude of inquiries. These inquiries may give the firm some quality sales lead.

5.1.5 Ability to reach specific groups:

Because some products appeal to only small market segments, it is not feasible to engage in advertising and / or promotions to reach them. If the firm does not have the financial capabilities, to engage in promotional expenditures, the best way to communicate to these groups is through PR. Language barriers in different parts of India

5.1.6 Image Building:

Effective PR helps to develop positive image for the organization. A strong image is insurance against later mis-fortunes.

6.1. DISADVANTAGES OF PUBLIC RELATIONS:

While public relations hold many advantages for marketers, there are also concerns when using this promotional technique. First, while public relations uses many of the same channels as advertising, such as newspapers, magazines, radio, TV and Internet, it differs significantly from advertising in that marketers do not have direct control over whether a message is delivered and where it is placed for delivery. For instance, a marketer may spend many hours talking with a magazine writer, who is preparing an industry story, only to find that their company is never mentioned in the article.

6.1.1 DEVELOPING NEWSWORTHY STORIES 6.1.2 HARD TO MEASURE SUCCESS 6.1.3 NEED A PUBLICIST 6.1.4 APPROPRIATE MEDIA 6.1.5 INACCURATE MESSAGE OR STORYTELLING

6.1.1 DEVELOPING NEWSWORTHY STORIES:

One of the main goals of a public relations campaign is to provide potential customers with timely, newsworthy information. Businesses often issue press releases for grand openings, product launches, employee recruitment or participation in an event promoting a cause. While public relations efforts can create results, coming up with an interesting press release is not always easy.

6.1.2 HARD TO MEASURE SUCCESS:

Companies often find it difficult to measure a campaign's success. Mark Nowlan, "Entrepreneur" Magazine's public relations columnist, notes that measuring and evaluating the impact of public relations efforts is often subjective. He suggests that it's hard to compare and contrast impact across publications. You can hire a clipping service, which can be expensive. Otherwise you can look for mentions by searching the Internet using keywords from your press release. You can search magazines and newspapers manually, which entails much drudgery.

6.1.3 NEED A PUBLICIST:

You'll need an in-house or freelance publicist to launch a successful public relations campaign. A publicist can identify the best media to pitch, build media lists, develop press releases and write stories. Business owners incur an expense for public relations services, which will vary depending on your location, the publicist's level of experience and the amount of time the publicist spends on your project.

6.1.4 APPROPRIATE MEDIA:

Selecting the appropriate media to pitch your stories to may prove to be problematic, as you try to review their readership to see if they match your target market. This takes time, which may pull you away from other tasks, unless you hire a consultant to assist you. Pitching to relevant media increases your chances of getting coverage.
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6.1.5 INACCURATE MESSAGE OR STORYTELLING:

When you distribute a press release, it falls into the hands of many journalists, who may use it to create a newsworthy story. While it can be advantageous to have a story written about your business, you can be at a disadvantage if the story is inaccurate, incomplete or misleading. A writer may see a negative angle that can damage your company's reputation. Additionally, you may have to give interviews to multiple writers, which can eat into your time.

7.1. CONCLUSION: And finally,

Many people perceive public relations as quite less than respectable as clever strategies to convince the public that something wrong is right. Some see public relations professionals as manipulators of the public mind, rather than conveyors of truth. Of course it is possible to use public relations skills to advance less than noble causes. All too often, we know that bad people and bad causes are advanced through the adept use of public relations. Therefore it is vital that good people with good intentions also master effective public relations skills.

REFERENCE:

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 ^Grunig, James E. and Hunt, Todd. Managing Public Relations. (Orlando, FL: Harcourt

Brace Jovanovich, 1984), 6e.

^Seitel, Fraser P. The Practice of Public Relations. (Upper Saddle River, NJ: Pearson

Prentice Hall, 2007), 10e.

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