BJC 312

PUBLIC RELATIONS AND MEDIA PRACTICE

 WEEK 1: INTRODUCTION TO PUBLIC RELATIONS
Definitions of Public relations
Different scholars and public relations societies have defined public relations differently,
however the cut edge definition of Public relations is ‘’The deliberate planned and
sustained effort to maintain mutual understanding between organizations and its public’’.
It is the distinctive team of management function which helps to establish and maintain
lines of communication, understanding, acceptance co-operation between organizations
and its.

What is a ‘Public’
A public is a group of similar individuals, an assortment of persons having same interests,
problems, circumstances, goals.
Public is a Varied creature, and it comes in forms and sizes. It has a multitude of wants and
desires, and its own likes and dislikes, it is a source of opinion. Publics come in two main
forms Internal Public and external publics
 INTRODUCTION TO PUBLIC RELATIONS
What are relations ?
 Humans wants create the need to establish relations with one another, the respective wants of
two individuals will profoundly affect their relationship to understand any relationship
therefore, one must understand the wants and desires of those involved.

 For this purpose, we may classify out the universe into three groups of people.
1. Those who know you and like you.
2. Those who know you and do not like you.
3. Those who neither know you nor care for you. The third group is usually the large majority .

 Now the aim should be to reach a position where those who know you and like you stay that
way, where those who know you and do not like you change their opinion.

 Those who neither know you nor care for you wish they could meet you and do business with
you
 What public relations is all about
 Public relations involves the management of problems and issues, it helps management to keep
informed and responsive to the public opinions
 Public relations emphasizes responsibilities of management to serve the public interest
 It serves as an early warning system to help anticipant trends
 Public Relations practice is counseling based on understanding human behaviors analyzing future
trends and predicting their consequences
 Public relations, researches into public opinion attitude expectations and advises on necessary actions
 Public Relations establishes and maintains a two-way communication based on truth and full
information
 PR, Prevents conflict and misunderstanding, Promotes respect and social responsibility
 Promotes good will with the staff, suppliers and customers. PR, is about improving industrial relations
 Promoting of products and services, Maximizing profitability, Projecting a co-operate identity
 Encouraging interest in international affairs
 Promoting and understanding democracy
 Parts of the function of Public Relations
Publicity
This refers to information from an outside source usually from PR people that is used by
the media because it has news value. It is an uncontrolled way of putting messages in the
media because of the source doesn’t pay for placement.
Advertising
This refers to the time space and position that is bought in mass media for purposes of
selling or promoting the product. It is a controlled way of placing messages in the media.
 press agentry
This refers to a creating newsworthy stories or event in order to attract media coverage and
public understanding.
Community Relations
This refers two specialized part of PR that builds and maintains favorable and beneficial
relationships between organizations and their neighboring community its in other words
called Corporate Social Responsibility.
 Parts of the function of PUBLIC RELATIONS
 Issue management
This is the process of anticipating , identifying evaluating and responding to issues that affect an organization
relationship with its publics. It involves identifying issues with a potential impact on the organization and
designing a strategic response two solve the problem.
 Research
This is a systematic gathering of data to describe or understand a given situation. PR practitioners determine
attitudes. Behavior and action of various publics and plans in advance on how to influence or change these
attitudes.
 Counselling /advice
Basing on the findings gathered, from research. PR practitioners advise management on policy actions to be
undertaken.
 Media relations
During its publicity phase, PR was virtually synonymous with media relations and getting the media to run
favorable stories about the organization. Practitioners have now come to realize that media relations is only
one small part of the over roll PR process. In media relations, is where PR practitioners relate with
communication media in seeking publicity and corresponding to their interests.
 Lobbying
This attempts to influence legislation and government policy in favor of the organization or industry
WEEK 2 : Organizational Settings Of PUBLIC RELATIONS
 PR is one of several staff functions, meaning that it advises and support line managers who
have responsibility and authority to run the organization. Practitioners therefore need to
understand the staff role.

 The credibility of PR starts with management integrity and socially responsible actions. In
addition, long term success in Public relations calls for the following from top management.

1. Commitment to and participation in public relations

2. Retention of competent public relations practitioner
3. Incorporation of Public relations perspectives in policy making
4. Two-way communication with both internal and external publics
5. Coordination of what is done with what is said
6. Clearly defined goals and objective
 Organizational Settings Of PUBLIC Relations
 Management Expectations from PR Staff
1. Loyalty
2. Counsel on the Public relations aspects of decisions
3. Skills in articulating principles and in enhancing public understanding of the organization
4. Inspiration to help all members do their best
5. Influencing in restraining other members from saying or doing anything detrimental to the
organizations welfare and image
6. Character-honesty trustworthiness and discretion

 Public Relations Staff Expectations from Management

1. Positive public relations leadership
2. Support of approved communication policy
3. Strategic plans embracing all policies and programs
4. Adequate budget to do the job including funds for adequate public opinion
5. Research analysis and program evaluation
 The Public Relations Department
When a company is engaging in a lot of PR work, it may be preferable to handle it through and internal
PR department. The size of public relations department internal or in-house public relations department
maybe small or large according to the following.
 According to the size of the organization
 According to the valve placed on PR by management
 The special public relations requirements of the organizations

Advantages
Public relations offices or departments generally it can be said that irrespective of whether or not a public
relations consultant is retained the advantages of having an in house or internal public relations unit run
by a public relations manager are as follows.
1. The public relations manager is familiar with his own organization.
2. The public relations manager may also have special knowledge or experience of the trade, industry or
subject with which the organization is concerned.
 The Public Relations Department
3. The public relations manager can also establish lines of communication inside the organization and so
get reliable information quickly
4. The public relations manager is on support and can act swiftly or get quickly decisions in an emergency.
5. The PR manager is in a strong position to give management day to day advice

Disadvantages
While it is advisable for any organization to have a qualified public relations manager, there can be pitfalls
such as the following.
1. The public relations manager could be so close to the management or so enthusiastic about it, she or he
could be biased this could be reflected in his or her writing to the disadvantage to of the organization.
2. If he/she is not properly trained and qualified the public relations manager could a liability.
3. The public relations manager may lack sufficient executive status to enjoy the respect of management.
4. The public relations manager maybe simply given the title of public relations managers as a good way of
promoting a good senior persons yet it is different from the work performance and what they can deliver.
5. Management may have not agreed on a job specifications which enables the public relations managers to
take in responsibilities.
 QUALITIES OF MEDIA RELATIONS OFFICERS
1. A public relations officer, should be able to express himself fluently but also knows
when to listen.

2. You must be observant, quick learner and a passer of good memory.

3. He must be a passer of the gift of human understanding.

4. He should be able to interpret miscellaneous information and must recognize facts

and know where to find them.

5. He should have a sound knowledge of working business.

 WEEK 3: PUBLIC RELATIONS Consultancy

Advantages of Hiring a PR Consultancy Firm/Agency

• Consultancy firms are like advertising agencies that can be dispensed when if found
inadequate or inefficient.

• They normally possess wider range of experience and exposure by working with many
organizations.

• Consultants can provide unbiased impartial service facilitating correct assessment of

situations by the mgt. ex. emergencies like strikes, natural calamities etc.

• They will have location advantage enabling companies situated at distant places for
maintaining link of contact with the government, media and other agencies.
• Consultants are better equipped to collect a host of information from multiple sources
which will be of value to the mgt. They are also able to reach across the world for global
communication matters
 Demerits of a Public Relations Consultancy
Disadvantages of Hiring a Public Relations Agency/Consultancy Firm

1. Lack of continuous functionary is a hindrance to effectively build up a reputation and attachment for
the consultant.

2. Lack of sufficient knowledge about the org. for which the consultant is working.

3. While dealing with the Press and the government a consultant will be needed to make frequent reference
to the management for seeking approval.

4. Partial service and divided loyalties of consultants create barriers of communication for an organization.

5. Most consultants employ inexperienced personnel with low salaries resulting in half hearted
performance by them.
 The functions publics relations
1. Identifying, interpreting and evaluating public opinions, attitudes, and feelings about prominent
individuals, corporate organizations, government and communities.

2. Planning and executing special events or programs on short-, medium- and long-term basis for
purpose of winning publics’ consent and/or sympathy for a noble cause.

3. Sufficiently informing various publics about the policies, activities and future plans of
governments, organizational and community leaders.

4. Engaging in conflict management and crisis settlement and wading off negative trend and press
reports likely to mar the image and reputation of an organization, government/or community.

5. Providing level playing ground for healthy interactions between management of an organization
and/or government functionaries and their respective publics and subjects.
 The functions publics relations
6) Maintaining favorable relationship between an organization and the mass media
and by so doing, guard against engaging in negative and damaging mass media
war.

7) Helping to balance organizational vis-a-vis government interest with that of the

publics.

8) Striving to achieve safe organizational social climate by engaging in community

relations needed to enhance business motives of corporate organizations.

It is imperative to note therefore that public relations is essential in achieving and

sustaining corporate and social climate for harmonious co-existence and for
enthroning sustainable image and reputations.
 How we define the Publics
How we define the publics mainly in the following categories
1) Employees
2) Share Holders
3) Media
4) Customers
5) General Public
6) Analysts and other financial intermediaries like banks
7) Students namely; primary, secondary, institutional students
8) Government; leadership, Community leaders LC1 to LC5
9) Minorities
10) Competitors
 WEEK 4: PUBLICITY in public relations
One of the key parts of the public relations function is publicity.
What is Publicity?
A major element of public relations is publicity. It implies communication about a
product or organization by the placing of news about it in the media without paying
for time and space directly.
Publicity in its simplest form is the means of conveying information to the general
public through the media.
It is the movement of information to the general public from the media . The
information being publicized could be news, awareness about a product and service,
etc.
It is the process of creating awareness of new products and services. One important
factor to consider in publicity is your target audience.
 Tools used in publicity
 The means of getting publicity are through print Media (newspapers, journals, magazines, etc.), television; radio;
email; websites; and social media like Facebook, Twitter, and blogs.

 Other means of publicity are public speech, seminars, and workshops. Other means of publicity are staging events,
building associations, and doing other things depending upon the type of business the company is in, that the public
would be genuinely interested in knowing about.

 The means of publicity to adopted usually depends on the kind of information to be publicized, financial resources
and target audience.

 Thus a public relations practitioner should understand his audience, identify the proper media that suits them and
then make appropriate use of that media. The better media chose the better result obtained.

 Therefore, publicity has only one purpose to get certain information across to as many people as possible within the
shortest time frame ,for a company to record any sale on their products or services, their prospective customers
have to be aware of those products and services, and they also have to know the attached benefits .
 Different Types of Publicity in the digital age
Different Types of Publicity
There are two major types of publicity in this digital age, which is offline publicity
and online publicity. Offline publicity is done without the internet.

Offline publicity includes print media (magazines, journals, newsletters, daily

newspapers, postcards, bills, fliers, banners); television; radio; and giant billboards,
public speech, seminars, workshops, staging events, and building associations.

On the other hand, online publicity is the one done through an internet-based
platform. Some online publicity techniques are email marketing, web page pop-ups,
blogs, websites, Facebook publicity, Twitter publicity and referral links/ad banners.
 Advantages of Publicity
Advantages of publicity
1. Publicity helps businesses build credibility and brand awareness
2. Publicity is the low-cost or no-cost option. In other words, it's a cost-effective
strategy, but only if you create newsworthy stories
3. Publicity positions your business and the principals of that businesses as experts in
your industry.
4. Publicity helps your business to stand out and be noticed.
5. Publicity can help in the development of partnerships and strategic alliances.
6. Publicity builds your credibility and propels you into a competitive position.
 Disadvantages of Publicity
Two major problems arise from the use of publicity.
 Timing: Timing of the publicity is not always completely under the control of the
marketer. Unless the press thinks the information has very high news value, the
timing of the press release is entirely up to the media—if it gets released at all. Thus,
the information may be released earlier than desired or too late to make an impact.
 Accuracy: A major way to get publicity is the use press release. Unfortunately, the
information sometimes gets lost in translation—that is, it is not always reported the
way the provider wishes it to be. As a result, inaccurate information, omissions, or
other errors may result. Sometimes when you see a publicity piece that was written
on the basis of a press release, you wonder if the two are even on the same topic.
Thus in publicity, there is a loss of control of content, which is there is no way of
ensuring that the viewpoint of the company is reflected in the published article.
 Lack of control over how your releases will be used, and frustration over the low
percentage of releases that are taken up by the media.
 WEEK 5: PUBLIC RELATIONS PROCESS
 Management process of PR
In its most advanced form, public relations is a systematic managed part of an organizations
problem solving and change processes. Practitioners of this type of Public relations use theory and
the best available evidence in a four-step problem solving process.

However, before exposing issues to the above process, practitioners can still rely on the two
approaches.

 Proactive approach is the problem-solving process, that anticipates and predicts likely future
problems and predicts likely solutions to the likely problems. In other words, it adopts ways
that are likely to avoid problems from showing up.

 Reactive approach is that form of approach that deals with issues as they surface, that means,
problems are solved with likely solutions as the problems manifest. The challenge with this
kind of approach, it calls for huge budget and swift action, however issues may go out of
control and result into legal suites.
 Research/ Situational analysis

Objectives &
Evaluation
Program Planning

Communication Tactics
& Implementation
 PUBLIC RELATIONS PROCESS
 STEP ONE SITUATION ANALYSIS/ DEFINING PUBLIC RELATIONS PROBLEMS
This step involves probing and monitoring knowledge , opinions, attitudes and behaviors of those
concerned with or affected by the acts and policies of the organizations. in essence this is an
organizational intelligence function. It provides the foundation for all other steps in problem solving
process to determining what is happening now.

 STEP TWO PLANNING AND PROGRAMMING/ STRATEGY

Information gathered in this step is used to making decisions about the program publics, objectives,
action, communication strategies, tactics, and goals. This involves factoring the findings from the
first step into policies and programs of the organization. The second step in the process answers
based on what we have learned about the situation, what should we change or do.

 STEP THREE: TAKE ACTION AND COMMUNICATING

Third step involves implementing the program of action and communication designed to achieve the
specific objectives for each public to accomplish the program goal. The questions in this step are,
who should do and say it when where and how.
 STEP FOUR: EVALUTING THE PROGRAM
The final step in the process involves assessing the preparation, implementation, and results
Anticipating Disasters and crises

of the program. Adjustments are made while the program is being implemented, based on
evaluation feedback on how it is or is not working, programs are continued or stopped after
learning how we are doing or how did we do.

Scholars of organizational communication, have identified multiple stages in the life cycle of
an issue. This includes, nonexistent, potential, dormant, imminent, current, and critical.
Crises are issues confronting the organization that has reached a critical stage.
In an attempt to categorize crises, we use time as a critical variable.

Immediate crises
The most dreaded type of a crisis, happens so suddenly and unexpectedly that there is little
or no time for research and planning. Examples a plane crash, product tempering, death of a
key officer, fire, earthquake, bomb scare, and workplace shooting by a disgruntled former
employee.
Emerging crises
These allow more time for research and planning, but they many erupt
suddenly after brewing for a long periods. Examples include employee
dissatisfaction and low morale, sexual harassment in the workplace, substance
abuse on the job. And overcharges on government contracts. The challenge is
to convince top management to take corrective action before the crises reaches
a critical stage.

Sustained crises
Are those that persist for months or even years despite the best efforts of
management. Rumors or speculations get reported in the media or circulated
by word of mouth, outside the control or public relations.
 Anticipating Disasters and crises
Common mistakes in handling crises include the following: -

1. Hesitation- which leads to public perception of confusion, callousness, incompetence or lack

of preparation.
2. Obfuscation-Which leads to public perception of dishonesty and insensitivity
3. Retaliation- which increases tension and intensifies emotions rather than reducing them.
4. Prevarication or equivocation- This creates the biggest problem because nothing substitutes
for the truth.
5. Pontification- which creates vulnerability by taking a high-handed approach without really
dealing with the issues at hand.
6. Confrontation- This provides others visibility by keeping the issue alive giving them a
platform and giving them more to respond to.
7. Litigation- which guarantees even greater visibility and may eliminate more reasonable
solutions.
 WEEK 7 : PUBLIC RELATIONS CAMPAIGNS
The term campaign is used to mean systematic efforts for achieving a target. It is a unit of effort to accomplish a set
of objectives, while applied to PR may be taken to mean “a unit of programs or policies or services information
distributed to accomplish a set of communication objectives. It is a series of professional and strategic plans and
activities.

To achieve the PR objectives of PR campaign plan lays down the alternative strategies involving PR message and
media. Campaign as it applied to PR, is a continuous extensive effort to create and maintain a mental environment
conducive to the acceptance of a product\ polices\ programs\ services, an idea or ideology, or a personality,
individual or corporate.

PRINCIPAL CAMPAIGN CATEGORIES

INDUSTRIAL AND FINANCIAL CAMPAIGN

This involves continuous campaigning in order to make a favorable public acceptance of a business enterprise. It
includes the general public along with the financial or banking community. The stockholders, the particular section
of the public or trade who are the ultimate user of the product or services offered to employees and potential
employees, the community or communities, govt agencies. This campaign attempts to make a favorable news
scenario in the market.
 PUBLIC RELATIONS CAMPAIGNS
COMMERCIAL CAMPAIGN
Commercial campaign is related to the acceptance of a product or services. In this campaign,
publicity as a tool of PR plays a significant role.

INSTITUTIONAL CAMPAIGN
It is concerned with non-profit organization for fundraising activity. It includes all non-profit
social, political, health, welfare, and educational institution of the country. It has voluntary
nature that makes the impact of good PR and gives shape to the pattern of community life.

GOVERNMENT CAMPAIGN
It works for tourism organization, Transport Corporation, nationalized banks and other
development corporations like state electricity board, LIC. These area involve special type of
campaign is know Need as a government campaign. It is most generous concept of campaign.
 HOW PR CAMPAIGN WORKS
PR is a way of life in an organization and must be a continuous affair; it is an unfocused
short term, multi- media multi- dimensional with specific quantifiable or measurable
objectives. The following must be considered when a PR campaign is going to start:-
Why- why communicating / objective of campaign.
Who- Who is your target group. To whom campaign want to reach.
What- what the campaign wants to say. It means key message of the communication
Where- where do we say? By which media.
How- Manner of presentation of campaign/ the way campaign wants to reach our target
audience or the strategy or action-oriented program.
When- Time- period or the frequency of messages

PR campaign is a process of the implementation of planned programs. Which serve both the
organization and the public interest? It is called the” action charter” while implementing a PR
campaign. Keeping in view, the following four stage process involved in successful PR
campaign:-
1. Situational analysis - you research on the problem.
Elements of a Successful PR campaign

2. Specific aim and objective - in terms of what you want to achieve.

3. Target a specific audience - Audiences differ in so many ways, from age, sex, culture
religion. Audiences have different tests and preferences; it is important to make a
systematic study of your audience.

4. Based on audience participation - Things from within are more effective than things
from outside, it is important to go in the field and find out what is happening. Do
some pretesting l.e find out what people are saying about your product, advert,
message, and company, make sure that the people you target participate from the
beginning to the end.
5. Use multiple channels - Don’t use only traditional media , use other channels like social media,
international communication, posters, billboards, T-shirts, supportive channels are actually vital.

6. It has a benefit or promise - What is in for the audience, for them to act in a certain way, what you want
them to act? Example people don’t go to school to buy education, they buy the benefit or what in them
which is wealth or success. People buy shoes in order to get comfortable. There should be a direct
benefit.

7. Focus on coalition building / partnerships - Building different audiences, the coalitions you build
should be in government, public sector, religious sector and any other that you can think of.

8. Have a monitoring and evaluation system - Finding out how you’re doing where you would make
adjustments. People monitor through research, Focus group discussion, questionnaires, and interviews.
If you don’t monitor you will not know how you’re fairing.
 Elements of a Successful PR campaign
9. Time frame/ duration - How long will it take you to do xyz how long will it take you to
mobilize the program. This helps you to focus on what you want and the meander into other
non-issues, time frame also determines success. If there is limited time them it may not be
successful.

10. Budget/ financial support - Resources needed to implement a particular program. Do

you have enough resources?

11. Adequate and trained staff - In terms of numbers, how many people do you need
trained in terms of skills do they have the necessary skills to implement the different
activities.

12. Plan for continuity/ sustainability - The question and answer here is what next, where
do we go from here?
WEEK 8: PUBLIC RELATIONS AND THE ART OF WRITING
 What is a 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 presents it.
 Define your goals
Before you plan a press conference you should be very clear about your goals. Being clear about
your goals will help you do a better job of planning the press conference. Some good reasons for
holding a press conference might include:
 To get publicity about your efforts and problems
 To get widespread media coverage
 To send a message to a decision maker about what you want
 To get more people involved in your organization
 To develop the skills of your members
 To show the strength of your group
Whatever your organizational goals are, remember that you have to have something newsworthy to
announce, reveal, or talk about at your press conference.
 Steps for setting up a press conference
• Clearly state a good reason for holding a press conference - The news you are going to reveal has not
been covered in the press yet, or there is an emergency, or an important new issue.
• Decide what message you want to deliver through the media - Outline your demands to a decision maker
(someone who has the power to give you what you want). Include information about what people can do to
help, and the date, time and place of your next action.
• Work out the location of the press conference - Find an appropriate place that is convenient and has the
facilities you need.
• Set the date and time of the press conference - Taking into account reporters’ deadlines. Usually, the best
days of the week to get news coverage are Tuesday through Thursday. Check to see that there are no
competing news events already scheduled at the time of your conference.
• Invite the media - Send a press conference advisory to appropriate local media outlets at least a week before
the press conference. Follow up with a phone call two days before the press conference to make sure that
everyone received the advisory. Call them the day before to remind them about the event.
• Invite guests - Make phone calls and send written invitations to prospective guests you want to have at the
press conference, such as other members of your group, allies, and friendly politicians. available after press
conference. Prepare your speaker with 30-second answers for radio or TV, and quotable, simple messages for
print reporters. Help your speaker practice with a video camera or tape recorder.
 Major steps for setting up a press conference
• Prepare your spokesperson(s)
Generally, it’s good to have just one or two speakers during a press conference so people don’t
talk on top of each other, or mix the message. Rehearse with the speaker(s) to make statements
brief and clear and usually no longer than ten minutes. The spokesperson should be
experienced in the subject so s/he will be able to respond to questions after the statement.

• Choose a moderator
You will need a person to control the process and keep reporters on the subject. If someone
goes off subject, the moderator can return the focus by saying such things as: “That’s an
interesting point, but we are here today to discuss...”

• Prepare background materials.

Reporters and guests may wish to have a copy of written statements or a press release. You can
prepare a packet of factsheets, charts or graphs.
 Major steps for setting up a press conference
• Practice roles with the members of your group
It’s important that everybody understands his/her role in the event. Think about what
will happen all the way through the press conference, and how it will look to reporters.
The key question to ask is “what if..?” (What if reporters ask a non-spokesperson
member a question? What if your opponents show up and heckle?)

• Prepare visual aids.

Charts, big maps, pictures or other props will help get your message across. However,
slide shows are difficult for TV, radio and print reporters to use.
 Running the press conference
The moderator welcomes everyone and briefly introduces the speaker(s). Remember that statements
shouldn’t be longer than 10-15 minutes. After the speakers are finished, ask for questions. Make
your answers simple, brief, and pointed. A little bit of humor will enliven the press conference too.

Good visual aids make your story more interesting, so be creative. The moderator should end the
press conference before things drag out too long. After your important points are made, step in and
conclude the proceeding. Thank everyone for coming and offer additional information they can get
in your office. Thank them for keeping readers, viewers, and listeners informed about this important
community problem.

Making your statement

Think through how you can get your message across through the statement and the set- up of the press
conference. You can maximize your impact differently depending on whether you expect TV, radio or
print reporters to come.
 Week 9: Writing a Press Releases/ News Release
Also called news releases
Newspaper-style stories disseminated to journalists (and sometimes others) by groups
with news or other information they want to convey to broader audiences
Sometimes published as is (especially by smaller media)
Often starting points for stories in the media

Advantages of News Releases for Those Issuing Them

Can efficiently disseminate information simultaneously to many members of the media
Can help ensure that coverage is accurate
Can increase the likelihood that desired aspects of the subject are emphasized
Make it easy to be aware of potentially newsworthy items
Can be an efficient source of reliable information on topics
Note: News releases are sometimes termed “information subsidies”
 Advice: Writing a News Release
 Have the release resemble a newspaper story
 Keep the release relatively short
 Include an informative headline
 Provide a release date
 List one or more contact people
 Present the main point immediately; then provide details. (Use “inverted pyramid format”)
 If you are trying to promote your institution, mention it early (and perhaps repeatedly) in the article
 Remember to include the 5 Ws and an H
 Include some quotes. Ideally, place at least one of them early in the release
 Write the release in simple, readable language
 Do not exaggerate
 Consider providing (or offering access to)
 Photos
 Other graphics
 Video clips
 Audio clips
 Disseminating a News Release
Issue a news release only if the subject seems truly newsworthy
Try to schedule the release for a time when little else is happening in the news
Make the news release available through reporters’ preferred channels (for example, by
e-mail and online)
Consider posting the news release on both your website and one or more central sites
used by reporters
Perhaps alert reporters who seem especially likely to be interested
Make sure that the contact person(s) and others whom reporters might well want to
contact are available
Monitor use of the release
 Using News Releases: Guidance for Reporters
Regularly check websites that often contain news releases of interest
Sign up for media lists of institutions often issuing news releases of interest
Double-check information from news releases
Don’t base all stories on news releases. Also show initiative in coming up with story
ideas. (Not everything important has a release)
In general, use news releases only as starting points.
Consider what is missing and obtain it for example provide broader context
If the news release is based on a journal article, obtain and read the journal article
Do interviews, including with outsider experts
Consider using news releases as starting points for stories on broader
 WEEK 10: TOOLS OF MEDIA PRACTICES
You have already learnt that the basic goal of public relations is:
To attract public attention
Win belief
Achieve understanding and earn goodwill
But how is this achieved. Let us answer this question
You already know that in the process of public relations, any message is used to target a
particular audience. Let us take the example of a school principal who has to address her
students before their exams. She will have to prepare her talk effectively so that the students
feel encouraged and motivated. Consider the example of another message appealing to the
public to participate in a campaign to keep the city clean.
This may be broadcast through radio or television. A website can also be used to provide
information. You may try looking up the website of a university which gives vital information
on the courses offered, procedure for applying for the course and so on. All these are
examples of tools or techniques used in public relations. Let us now broadly classify the PR
tools used to communicate to the public.
 TOOLS OF MEDIA PRACTICES
• Oral communication
• Interviews
• Speeches
• Printed and graphic communication-
• Fliers
• Brochures
• Posters
• Burners
• Newsletter

What exactly is a Newsletter? It is a printed publication produced at regular intervals. It is distributed

to a particular audience seeking information. A newsletter should focus on information relevant to its
public or audience, the content of a newsletter is presented in a writing style that is less formal and
letter-like.
 TOOLS OF MEDIA PRACTICES
How is a press release developed? The text of the press release is written
in the form of a story with an attractive heading so that the media quickly
grasps and circulates the message through
Newspapers /radio/television/internet
Print media
Articles in newspapers
Outdoor media
Electronic displays
Hoardings and digital signage
Posters
Broadcast media
Radio
 Television
Films
 TOOLS OF MEDIA PRACTICES
Other media
Websites
 Endorsements
Have you heard or seen a celebrity or in other words, a well-known person talking
about a particular brand of soap or soft drink on radio or television? Here, you always
find that a person who is likeable and familiar to the audience is chosen to describe a
product and to persuade the public to use the product. This is what is referred to as
‘celebrity endorsement’.
 TOOLS OF MEDIA PRACTICES
Exhibitions

Have you ever visited an exhibition? Then you would have seen several products being
displayed and sold in a large space in an open area or in huge halls. You may have even bought a
few items. You would also have come to know about several new products available in the
market

From this, we can say that:

Exhibition is another PR tool to enhance public relations activity,
The exhibits or items displayed leave a lasting impression on the minds of the people
It involves participation of people on a large scale,
Products can be exhibited and demonstrated in a relaxed atmosphere, Exhibitions provide scope
for generating business
WEEK 11: synergetic Relationship between media
and public relations
MEDIA RELATIONS
Media Relation is part of the essential aspect of public relations. Practitioners can hardly do
without the media. In fact, no aspect of public relations practice can thrive without contact
with the media. Through the media organs, public relations practitioners bring messages and
images to the attention of the various publics.

Definition of Media Relations

Media relations are essentially a two-way operation. It is the link between an organization and
the media, comprising the press, radio and television. The organization, on the other hand,
supplies information and provides facilities to the media on request while, on the other hand, it
takes steps to initiate comments and news.
This rightly implies that media relations are concerned with corporate organisation’s deliberate
and conscious effort at seeking and achieving the cooperation of the media
 Tools for Media Relations Practice
 In our discussion on the relationship between public relations practice and media practice, we noted
that each of the practices not only deal with information but also depend largely on each other for
information. The platform for this healthy exchange of information comes in different forms which we
described here as tools for media relations. This segment highlights various aspects of those tools that
enhance media relations practice. The essential tools of media relations are:
 Press Release
 Press conference
 Media tour: Which is usually arranged for the purpose of getting new chief executive of an
organization acquainted with media men.
 Media parley: The primary purpose of which is meant to establish a rapport with people who will
always write about you and your organization
 Information kit: Which showcases varied write-ups concerning the history of the organization issuing
the kit; the product range; the mission and vision; and colorful pictures of departments and personalities
in the organization.
 Interviews
 Personality broadcast interviews
 Media for Internal and External Publics
1) News letters
2) Supplementary publications
3) Letters
4) Inserts and enclosures: Which to a large extent guarantee high message receptivity (inserts)
and many a time, induces the targets to imitate actions in the positive direction (enclosure).

5) Reprinted speeches: Which can be used to inform and reassure the target publics about
issues of mutual interest.

6) The grapevine: This fills the information gaps left by an inadequate communication process.
 Media for Internal and External Publics
7) Closed-Circuit Television (CCTV): This allows for live telecast and beaming of
messages for the consumption of many employees at the same time.

8) Video film and slide presentations: This aims at developing favourable ideas,
innovations, attitudes or behaviours in viewing audiences.

9) Displays and exhibits: Which seek to achieve marketing and sales objectives and
by so doing, boost employer-employee relationships.
 WEEK 12: THEORETICAL FOUNDATIONS OF
PUBLIC RELATIONS
What is a theory?
A theory is a set of ideas that explain a phenomena. Or body of principles that
explain a phenomena.
Theories generally help explain why people think and behave in a particular way or
help determine appropriate goals and objectives for a public relations program.
Scientifically tested theories help PR programmers develop effective strategies to
achieve goals and objectives. Therefore, theories makes public relations planning
more scientific and less haphazard, it helps ensure effectiveness. The value of being
scientific does not diminish the need for creativity.
 Co-orientation theory
According to the co-orientation theory, people and organizations relate to one another
successfully to the extent they think similarly about ideas.
The co-orientation theory explains the way two parties may relate to the same idea.
Each party will have impressions both about the idea and about what the other party
think about the idea.
The two parties can agree and know that they agree, but they also can think they
disagree, on the other hand, they may disagree but think they agree. Even more
confusing, they may think they are discussing the same idea, such as improving
customer service responsiveness, when in fact they are thinking about different ideas
such as a need for new procedure verse a need for additional training.
According to the co-orientation theory, the most effective communication takes place,
when both parties agree and when they know they agree which means they have
achieved consensus.
 Systems theory - adaptation and adjustment
According to the systems theory, organization are more effective when they acknowledge
they interact with, affect and are affected by their environment. They need to bring in
resource that enhance their success and deflect threats that compromise their survival.
Organizations in open system which means real life, exchange information energy and
material with their environments.

Organizations operating in closed systems exist in vacuum without interacting with or

exchanging things with any other organization or person. In open system, the organization
some times implements changes(such as flexibly time hour) to adjust to changes in the
environment(such as the difficult commute traffic). The organization also tries to obtain
accommodation from the environment(such as having the county pay for access road
maintenance) that help it operate effectively.

Organizations that try to close themselves become inert or irrelevant.

 Situational theory of strategic constituencies
This approach responds to the truism that “you cannot please all of the people all
of the time’’. As an organization you must priorities its efforts and that includes the
publics on which it focuses.

Higher priority goes to the public whose opposition or support can either help or
hinder the organization's ability to achieve its goals and mission.

Strategic constituencies can be segmented into active, potentially active (latent) and
passive publics.
 Excellence theory
According to excellence theory, building mutually beneficial relationship with
strategic constituencies saves money by preventing problem such as lawsuits,
boycotts and strikes; and by increasing employees satisfaction which enhances
productivity and quality.

It proposes that managed communication, helps achieve organizational goals

because it helps reconcile organizational goals with the expectations of its relevant
publics.
 Social marketing theory
According to the social marketing theory, the purveyors of ideas need to think more
like purveyors of products who view a purchase as an equal exchange. The
consumer deciding weather to buy a product must weigh the cost of the product
against the benefits of having the product. Similarly, the public deciding weather to
embrace the idea with it the benefits. In other words the benefit must out way the
cost.
THE END

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