BA(JMC) 204, Basics of PR

BASICS OF PUBLIC RELATIONS

BA(JMC) 204

UNIT III

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Syllabus

Unit III: [PR in Different Sectors]

1. Role and Responsibility of PRO

2. PR in Public and Private sector (CSR)
3. Role of PR in Education and Health sector
4. Role of PR in Political Parties and Election Campaigns

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Lesson 1

Role and Responsibility of PRO

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 BA(JMC) 204, Basics of PR

Responsibilities of PRO
The public relations officer (PRO) is the chief person
responsible for all communications, public relations, and
public affairs in an organization.
Responsibilities:-
• Create with innovative and engaging public relations and
media campaigns.
• Collaborate with other teams such as marketing and designers
to create promotional content.
• Write, edit and review all media content and press releases.
• Handle any PR related issue that may arise.

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Responsibilities of PRO
• Maintain good relationships with media houses.
• Organize PR activations to promote the company’s image and
serve as the spokesperson.
• Focus on marketing the company through partnerships and
advertising.
• Keep up with media and audience opinions regularly.
• Study PR trends and use best practices.
• Regularly submit PR reports.

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Role of PRO

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 BA(JMC) 204, Basics of PR

Role of PRO
• Reputation Management:
The prime function of a public relations officer is to create,
maintain and enhance the reputation of an organization. It is
the responsibility of the PRO to promote the people, products,
services or solutions of the establishment he works for.
• Goodwill Creation:
Creating a favorable public image of the organization by
strengthening its credibility.

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Role of PRO
• Crisis Management:
Mostly, the need for such communication arises when the
stock position of the company is not favorable, mitigation of
losses is required, during a takeover situation, the organization
decides to dissolve a joint venture, there is a change in the
senior
i management, t etc.
t At times,
ti there
th may be b a conflict
fli t off
interest between the public and the company because of some
issues related to its policies or product. A PRO should be
capable enough to deal with such problems, without causing
damage to the reputation of the company.

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Role of PRO
• PR Strategies and Campaigns:
A PRO should constantly look out for opportunities to present
the organization in a positive light. He needs to come up with
different PR strategies that will lead to easy acceptance and
appreciation of any new move by the organization.
• Press Conference:
PRO has to invite the press beforehand, make arrangements at
the venue, manage catering, audio-visual facilities, stage set-
up, ambiance etc. Also, he has to prepare a press kit for the
journalists, which includes a press release, providing details of
the announcement.

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 BA(JMC) 204, Basics of PR

Role of PRO
• Preparing Media Plan:
A PRO must prepare an event-wise media plan, detailing and
shortlisting the journalists from publications and electronic
media for gaining substantial visibility. Other media platforms
like advertising, bill boards, social media, etc. are also to be
considered.
id d This
Thi iis an iimportant
t t ddecision
i i tto be
b taken
t k byb the
th
PRO as the quality and quantity of publicity mileage can be
entirely based on the media plan.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.10

Role of PRO
• Coordinating Interviews:
Most of the senior management professionals of an
organization give interviews to newspapers, magazines,
websites and television channels. The PRO of the company
will have to coordinate the communication between the senior
managementt andd the
th journalists.
j li t To
T decide
d id andd discuss
di where
h
the interview is to be conducted, the briefing points, the
probable list of questions, etc. before the interview rest on his
shoulders.

© Bharati Vidyapeeth’s Institute of Computer Applications and Management, New Delhi-63, by Ms.Priyanka Yadav, Asst. Prof. , BVICAM U1.11

Role of PRO
• Communication Budget:
It is important that a separate budget is set aside at the
beginning of every financial year for various public relations
activities. The PRO has to prepare a communication plan at
the beginning of the year, giving details of the activities along
with
ith the
th budget
b d t allotted
ll tt d to
t them
th individually.
i di id ll Contingency
C ti
plan for emergency communication should also be done in the
budget.

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 BA(JMC) 204, Basics of PR

Role of PRO
• Excellent Communication:
It is necessary for a PR officer to have excellent oral and
written communication skills. He must be well versed in
corporate jargon as he has to draft speeches for the senior
management, and might have to address the press himself.
A t ffrom thi
Apart this, hhe hhas tto prepare publicity
bli it brochures,
b h press
releases, newsletters for employees, handouts, company
magazines, etc.

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Role of PRO
• Internal Communications:
He has to work closely with the internal communications team,
for devising a objective bound communication for employees
located at one or several locations. He has to play an
instrumental role in communicating a single message throughout
the organization
organization. This can also impact the employee engagement
effectively.
• Media Coverage:
His job not only involves getting media coverage, but also
includes following its tone and nature. He should also evaluate
and analyze the coverage to understand the impact of the
communication.
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Lesson 2

PR in Public and Private sector

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 BA(JMC) 204, Basics of PR

Role of PR in Govt. Sector

• The Public Sector consists of businesses that are owned and
controlled by the government of a country. Understanding the
value of public sector public relations is important in order to
maintain the image of government among the people of
nation.
R l
Role:-
• Contributes to national economy
• Is profitable and productive core sector.
• Has social commitment
• Contributes to revival of sick units

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Role of PR in Govt. Sector

• Primary function of PR is to build image of public sector
companies and tell the world about contribution made towards
the economic and social well being of the people.
• Building awareness
• Projects the profitability and productivity of government
organizations
• Reviving under-skilled undertakings
• Contribution in country’s economy
• Improving image
• Implementation of public policy.

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Role of PR in Govt. Sector

• Assisting the news media in coverage of government
activities.
• Reporting the citizenry on agency activities.
• Increasing the internal cohesion of the agency.

*****

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 BA(JMC) 204, Basics of PR

Role of PR in Private Sector

• In every organization, a PRO plays more or less similar role.
The difference if any will be because of the requirements or
the objectives of the organization.

• All private organizations are profit-oriented. To achieve their

objectives, they function in a competitive approach using
aggressive marketing strategies. For the manufacture and
marketing of their products/services, they depend on many
categories of public.

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Role of PR in Private Sector

• A good PR campaign gives priority to the interests of its
public’s in every decision affecting the functioning of its
business. This is because it is assumed that the organization
operates due to the support of all these people employees,
customers, shareholders and community.

• The public’s may have different interests, therefore the

management has to maintain a fair ratio of benefits to all the
public’s to get the goodwill of the general public.

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Role of PR in Private Sector

• Coordination and Counseling:
The PR has to counsel and assist the management in formulating and
implementing effective policies towards each of the public’s. Also, the
PR person has a role in maintaining inter-departmental coordination.

• Planning
Pl i Communication
C i ti Activities:
A ti iti
PR process involves research, planning, executing and evaluation. The
PR person has to conduct each of these functions effectively to bring
about a favorable attitude among the public’s towards the organization.
The person has to make the plans for all these activities.

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 BA(JMC) 204, Basics of PR

Role of PR in Private Sector

Image Building:
• Image building is a long-term and sustained programme. The PR plays a
crucial role in this campaign. Image is the overall impression of a
company in the minds of its various public’s.

• A company’s
company s credit worthiness
worthiness, its concern for its employees,
employees its quality
of products and its discharging of social responsibilities, all contribute
towards its overall image.

• To promote its image, a company uses its corporate name, some

emblem, or a slogan, which it carries in all its communications through
various mediums.

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Role of PR in Private Sector

Public Relations and Marketing:
• PR must help the management in planning long-term strategies. For that,
the PR has to know what is happening to the business.

• The PR has to see the enterprise as a whole and that the marketing
department must have coordination of all departments.
departments Well planned
marketing strategies coupled with PR efforts can help the company
achieve success.

• The PR efforts should involve some innovative ways like focusing on

corporate image, communicating in regional language, gathering
feedback from customers, conducting seminars.

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Role of PR in Private Sector

Crisis Management:
• During a crisis, PR has an expanded role to play. The PR department
should conduct constant monitoring and collect feedback to detect early
warning signals.

• The PR person should keep in mind the longlong-term

term effects.
effects
Communication links should be strengthened for negotiations and to
present the company’s side of the story. Hence, the PR’s role in the
private sector is preventive as well as curative and informational as well
as promotional.

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 BA(JMC) 204, Basics of PR

Role of PR in Private Sector

Employee Relations:
• It has now been realized that for employees good pay alone is not
enough, what they need is better working conditions, challenges,
recognition and a role in decision-making too.

• Human Resources Development (HRD) thus has become an area of

major concern leading to sharper corporate personnel policies.
Companies are now keen to build a reputation of becoming a good
company to work for. The PR thus has a key role in evolving an
employee-friendly management policy.

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Role of PR in Private Sector

Internal Communication:
• In any organization, effective communication is now a multi-way
process through a variety of channels. Communication in an
organization may be formal and informal, vertical and horizontal and
upwards and downwards.

• To achieve success, employees must be empowered with knowledge.

Employees should know the existing policies, changes and the rationale
behind any major decision of the company.

• Today it is required to avoid uncertainty, anxiety and rumors which may

trigger of labor unrest and hurdles in operations. Thus, information to
employees must be timely, honest and adequate.
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Lesson 3

Role of PR in Education and Health sector

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 BA(JMC) 204, Basics of PR

Role of PR in Education Sector

Here are a few reasons why Educational institutions need PR:

Establishment of a Favorable Image:

• PR allows education establishments to increase their brand visibility,
allowing the target audience to learn more about the educational institute
without visiting in person.
person This aids in the creation and maintenance of a
favorable image. Reputation management requires trusted media
contacts. A simple press release might help you restore the damage if
you have media contacts. Businesses can use public relations firms to
make such ties.

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Role of PR in Education Sector

Raise Funds:
• It also aids in the raising of finances and soliciting donations since the
brand becomes more visible through PR, making it simpler to appeal to
the individual, corporate, and government supporters. The most
significant role of PR in education sector is that it aids in disseminating
information on the admission cycle, placement season, fests or events,
crisis circumstances, or any other activity.
Build national and International Connections:
• Developing international academic cooperation is essential for every
university. Through student/faculty exchange programs, international
accreditation/degrees, and research alliances, public relations may give
institutes worldwide visibility and develop academic collaborations with
foreign universities.

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Role of PR in Education Sector

Reach Target Audience:
• If done continually and consistently, public relations may effectively
reach the target audience and affect their impression of the educational
school. Education Public Relations may also help recruiters improve
their relationships with industry, recruiters, and high-profile placement
agencies.
Increase Awareness:
• Aspirants can benefit from public relations by marketing the institute’s
distinctive qualities and raising knowledge about its academic offers,
faculty, activities, and events. PR also assists businesses in making the
most of their online review presence. PR firms help today’s corporations
with the assistance and direction that they need to advertise themselves
online.

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 BA(JMC) 204, Basics of PR

Role of PR in Education Sector

Reach Target Audience:
• If done continually and consistently, public relations may effectively
reach the target audience and affect their impression of the educational
school. Education Public Relations may also help recruiters improve
their relationships with industry, recruiters, and high-profile placement
agencies.
Increase Awareness:
• Aspirants can benefit from public relations by marketing the institute’s
distinctive qualities and raising knowledge about its academic offers,
faculty, activities, and events. PR also assists businesses in making the
most of their online review presence. PR firms help today’s corporations
with the assistance and direction that they need to advertise themselves
online.

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Role of PR in Education Sector

Brand Values Are Promoted:
• In any sector, trust plays a critical part in determining whether a
company will succeed or fail. Conversely, a lack of confidence might
also result in a loss of sales. With public relations, you can deliver good
signals to your target audience that are consistent with your brand image
by employing concepts that your target consumers respond to positively.
Professionals may improve an organization’s reputation through thought
leadership pieces, influencer contacts, and networking methods.

*****

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Role of PR in Health Sector

Public relations also have an important role in healthcare.
While the healthcare industry doesn't necessarily provide
products in the same way as other businesses, it is still crucial
to implement a PR strategy for the services it offers to the
community. Healthcare providers still must manage their
overall brand and reputation and can do so with healthcare PR
strategies. There are many different roles of healthcare PR.
Typically, the PR office is responsible for company decisions
that involve communicating with the public. This team is
responsible for establishing standards and ensuring all
communications meet the necessary regulations.

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 BA(JMC) 204, Basics of PR

Role of PR in Health Sector

Healthcare PR includes various roles that are crucial for the
company. Some common examples of these roles include:

• Developing a branding strategy

• Maintaining websites and responsive web design
• Creating ads for tv and online
• Determining the target market
• Informing the public about the company
• Using strategies to connect with the public
• Building a positive reputation

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Role of PR in Health Sector

• Healthcare PR is important for various companies and facilities within
the healthcare industry. Because of the many options available to
consumers, this creates tight competition within the industry. These
companies need to then work harder to stand out from others that offer
similar services. Healthcare PR is an important part of the business that
can help companies to differentiate themselves.

• It is also important in building relationships with clients and customers.

While the companies want to get their brand out there and increase their
reach to new customers, they also want to retain their current customer
base by keeping them informed. PR in healthcare also has a role in
influencing the care that is provided to customers and clients.

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Role of PR in Health Sector

• It educates
Just like any other industry specific Public Relations, the goal is to
explain to the consumer what a company is doing and why it matters.
Educating the average consumer about Healthcare PR can be complex.
Avoid using medical jargon and technical phrases that will confuse your
audience. It is important to communicate messaging a positive light.

• It builds trust
Building trust is key in Healthcare PR. Keep information simple,
localize it and personalize it to different consumers. Utilize positive
media coverage to position company leaders and their product in an
influential and positive light. Healthcare is a sensitive and personal topic
that is extremely important to everyday people. Gaining their trust is
crucial.
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 BA(JMC) 204, Basics of PR

Role of PR in Health Sector

• It builds awareness
Trade publications can be a powerful tool in Healthcare PR. This is an outlet where
more dense information can be shared without running the risk of confusing or boring a
consumer. Building awareness within industry publications is important. But in
Healthcare PR, social media is also a critical tool. Every person needs some sort of
healthcare in their life, and making it accessible on social media is a key way to reach
consumers who won't come to you.

• It helps people visualize

One of the best tools at the disposal of healthcare PR experts comes in the form of
infographics and other visuals. Because the information can be heavy and relatively
hard to digest, graphics help relay difficult topics, while video on social, web, and
television can show consumers exactly how certain products or methodologies are
meant to be used.

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Role of PR in Health Sector

• It fosters community
When everyone is informed, there is more space to talk about the
products, services, and goods in the healthcare space that can really help
people. Healthcare PR pushes this process along and even spreads
awareness for things like clinical trials and research opportunities.

• It puts information in front of people

Where PR used to cover major news publications, then switched over to
their corresponding web outlets, now spans other channels like social
media and modern media channels like Buzzfeed or YouTube. This
approach is strategic for relaying information to the masses, particularly
people that could potentially become a patient, a user, or an advocate.

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Lesson 3

Role of PR in Political Parties and Election

Campaigns

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 BA(JMC) 204, Basics of PR

Role of PR in Political Parties and Election Campaigns

In the digital age, social media has become an increasingly important

platform for political campaigns. PR professionals are responsible for
managing a politician’s social media presence, including creating and
scheduling posts, engaging with followers, and monitoring and
responding to comments and messages.

• Managing a Politician’s Personal Brand

In addition to their role in crafting messaging and handling media
relations, PR professionals also play a vital role in managing a
politician’s personal brand. This includes presenting the politician in the
best possible light to the public and helping to shape their public image.

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Role of PR in Political Parties and Election Campaigns

• PR professionals work with politicians to create and maintain a

consistent personal brand that resonates with voters. This includes
developing messaging that reflects the politician’s values and positions,
as well as managing their public appearances and media appearances.

• PR professionals also play a key role in crisis management for

politicians. When a politician is faced with a scandal or controversy, PR
professionals work to minimize the damage to their reputation and
image by crafting and disseminating messaging that addresses the issue
and presents the politician in a positive light.

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Role of PR in Political Parties and Election Campaigns

Political PR Services
• Media Monitoring
PR offers comprehensive media monitoring services to keep track of all
media coverage related to your political campaign. PR monitors print,
online, and social media platforms to identify any mentions of your
campaign
p g and pprovide regular
g reports
p on media coverage.
g

• Content Development
A team of writers and editors works with the client to develop engaging
and informative content for your political campaign. Whether you need
press releases, blog posts, or social media content, PR people craft
messaging that resonates with your target audience.

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 BA(JMC) 204, Basics of PR

Role of PR in Political Parties and Election Campaigns

• Social Media Management

PR requires a dedicated team of social media experts who will manage
your campaign’s social media presence. The team develops and
implements a social media strategy that engages your followers and
amplifies your message.

• Event Planning and Management

PR can assist with the planning and execution of events related to your
political PR campaign. From press conferences and rallies to fundraisers
and debates, PR teams should ensure that your events run smoothly and
effectively.

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Role of PR in Political Parties and Election Campaigns

• PR experts have profound knowledge in their field which in combination

with specially acquired skills allow them to
• Consult political decision-makers, mandataries and functionaries in
formulating policies and concerns
• Assess the communicative effect of political decisions,
• Define specific
p targets
g for communication work
• Develop strategies on the basis of analyses (e.g. analyses of strengths
and weaknesses)
• Identify connections in communication, implement communication
projects and measures and evaluate their outcome.
• Regardless of their field of activity, PR consultants have sound
knowledge and experience in a number of different domains relevant to
communication to call their own.
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