PUBLIC RELATION ORGANIZATION

1. STAMFORD COLLEGE
PUBLIC RELATIONS
ORGANISATION
PREPARED BY :MS GOMALA SUKUMARAN

2. THE PUBLIC RELATIONS DEPARTMENT
ROLE,FUNCTION AND RESPONSIBILITES
Four key activity areas :
• Counseling and the formation of strategy.
• Liaison within and outside the
organization.
• Media relations and media management.
• Event management .
PREPARED BY :MS GOMALA SUKUMARAN

3. ROLE
The role can be summed up as :
• To provide management with
communication expertise in the form of
counseling and active communications
skills in order to further the interests of
an organization or individual within the
constraint of the IPR Code of Conduct.
PREPARED BY :MS GOMALA SUKUMARAN

4. FUNCTION
• Public relations operates alongside the other
functions of the organization.
• Its function is advisory and supportive :
– To advise management of the most cost-effective
and efficient of achieving identified
communications strategies and tactics.
– To implement strategic and tactical plans in order
to achieve those objectives.
PREPARED BY :MS GOMALA SUKUMARAN

5. RESPONBILITIES
• To ensure that strategic and
tactical public relations objectives
are achieved.
PREPARED BY :MS GOMALA SUKUMARAN

6. STRUCTURE
• Departments should be
organized as simply as
possible.
PREPARED BY :MS GOMALA SUKUMARAN

7. PUBLIC RELATIONS DEPARTMENT’S
ACTIVITIES
• A public relations manger’s job is one of great
variety and covers many disciplines.
• The same goes for the work carried out by the
department.
• It can vary from the distribution of media
news, to the setting up of an exhibition, to
planning a news conference or a site visit by
notable persons.
PREPARED BY :MS GOMALA SUKUMARAN

8. CONTINUED…
• Liaison with the public relations consultancy If
one is employed.
– Public relations consultancies can provide a useful
service to supplement an in-house team.
• Writing news releases, commissioning
photographs and feature articles.
– So that they are suitable for publications in the
targeted media and make the necessary Public
Relations points.
– Briefing photographers and maintaining a quality
photographic library.
PREPARED BY :MS GOMALA SUKUMARAN

9. CONTINUED…
• Distributing information to identified publics
– So that they reach the intended publics in time to
be of value and are in a form where they will be
valued.
• Maintaining an accurate media information
service
– Maintaining and updating contact lists
– Creating and maintaining personal profiles of key
contacts
PREPARED BY :MS GOMALA SUKUMARAN

10. CONTINUED…
• Training and rehearsal of organization staff
who will meet the media
– To ensure they communicate effectively
– To practice putting a contingency plan into
operation (eg : to be ready to handle a crisis)
• Organizing events such as media visits,
receptions and conferences
– Ensuring the correct people are invited
– Monitoring who attends
PREPARED BY :MS GOMALA SUKUMARAN

11. CONTINUED…
• Arranging media interviews with top
management
– Ensuring the media has the facilities it needs
– pre-briefing, training and rehearsal of the
managers
• Editing and production of house journals,
annual reports, external journals and other
printed publications
– To project the corporate image
– To provide useful and valued service to publics
PREPARED BY :MS GOMALA SUKUMARAN

12. CONTINUED…
• To provide a full service from concept, through
planning, creation, management, evaluation
for such as
– Commissioning corporate identity programs
– Presentations and presentation material for video
and slide presentations
– Exhibition material and presentation
– Sponsorship programs
– Sales and dealer conference
PREPARED BY :MS GOMALA SUKUMARAN

13. PUBLIC RELATIONS STAFFING
PREPARED BY :MS GOMALA SUKUMARAN

14. PR MANAGER
• Responsible for the Public Relations
functions.
• Report to a member of line
management- often through the office of
the chief executive or managing director.
• In large organization Public Relation
manager may be full directors.
PREPARED BY :MS GOMALA SUKUMARAN

15. PUBLIC RELATIONS OFFICER
• Working Public Relations people.
• Have on-going external contacts
and provide liaison between pr
function and its range of contacts
and publics.
PREPARED BY :MS GOMALA SUKUMARAN

16. JOB DESCRIPTION PR MANAGER PRO
• Provide sound and timely advice on all aspects of
Public Relations to the board.
• Ensure that the organization operates within a
Public Relations policy appropriate to their
business needs.
• With the co-operation of the board, monitor and
co-ordinate the Public Relations activity
throughout the organization to ensure
consistency of management statements and
actions.
PREPARED BY :MS GOMALA SUKUMARAN

17. TO ACHIEVE THIS HE/SHE WILL..
• Work with the directors of the organization to :
– Identify cultural and political developments which
do (or may) impact upon the business.
– Take these into account when planning business
strategy.
• Develop short, medium and long-term plans to
create and maintain good relationships with
identifies publics.
• Ensure that all activities are carried out on time
and to the overall plan.
PREPARED BY :MS GOMALA SUKUMARAN

18. CONTINUED…
• Maintain close and effective day-to-day
working relationships with directors and
managers of functions.
• Communicate the board’s Public Relations
policy throughout the organization.
• Select, train, guide and motivate staff to
ensure that the public relations department
can carry out its responsibilities effectively
and efficiently.
PREPARED BY :MS GOMALA SUKUMARAN

19. CONTINUED…
• Maintain personal contact with key
correspondents in appropriate
media.
• Maintain the highest professional
standards in all public relations
matters.
PREPARED BY :MS GOMALA SUKUMARAN

20. PERSONALITY AND QUALIFICATIONS
• To make a career in public relations
takes dedication.
• There is no short cut, because the
basics have to be learned.
• There is a lot of hard work, unsocial
hours and background study.
PREPARED BY :MS GOMALA SUKUMARAN

21. KEY QUALITIES IN PUBLIC RELATIONS
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Integrity
Truthfulness
Sense if fair play
Sound judgment
Orderly thinking
Creativity
Energy
versatility
PREPARED BY :MS GOMALA SUKUMARAN

22. OTHER QUALITIES
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Public relations knowledge
Public relations ability
Management ability
Ability to work under pressure
Sensitivity to situations
Communication skills
A wide range of general knowledge
Patience
The ability to bounce back, cheerfully, when
under pressure.
PREPARED BY :MS GOMALA SUKUMARAN