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PUBLIC RELATIONS NEW
DEVELOPMENT
• ABBY ETIQUETTE AND CAREER
PURSUIT
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What is PR
• is a form of communication;
• Consists all communications with all the people
with whom an organisation has contacts
• It is about creating understanding through
knowledge and this often involves change.
• Is far bigger than marketing or advertising
• Concerns any organisation
• Exists whether we like or not

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What is PR.
It is the planned and sustained effort to establish
and maintain goodwill and mutual understanding between
an Organization and its Publics’.(Institute of PR,British)
Publics
Those groups of people, internally and externally with
whom an Organization communicates
Ex. Identify the publics of government

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What is PR?
• Defining PR as creating a favorable
image
or favourable climate of opinion is a
false concept.
Why?
• Image can only be what is in peoples
mind.
• There several kinds of Image:
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Kinds of image
1.The Mirror Image- people in an
organisation believe to be the
impression outsiders have of the
Organisation.
• May be an illusion bred on wishful
thinking.
• Based on ‘everybody loves us’
fantasies
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Kinds of image
2.Current Image-
• One held by people outside the
organization.
• May be based on experience or on poor
information and understanding.
• Depends on how people know you.
3.The wish image
• The desired image.
• The one management wishes to achieve.
Applies mostly to something new.
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4.The corporate Image
• The Image of the Organisation itself rather than of the
products or services.
• Made up of company history, financial success and
stability
• quality of production, industrial relations and reputation
as an employer, social responsibility and research
record.
• Important in financial PR.
5. Multiple image
6.Good and bad Image
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Some origin of modern PR.
• Public relations techniques were applied in
many developing countries in order to initiate
change e.g. in Europe and America
• In 1809, the British treasury appointed a press
spokesman.
• IN 1854 the post office in its annual report
,declared the necessity of explaining its services
tom the public
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Development of communication media
• In parallel with the rise of public relations ,has
been the development of the means of
communication.
• In recent years we have enjoyed so many new
ways of communicating
• It has become both easier and necessary to
explain and create understanding about so
many topics.
• With the new communications techniques the
work of a PR person has become more
challenging.
• They have to work very hard to counter any
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• Internet
• Has become a valuable media asset for PR
messages.
• Supplements a wide variety of PR tools
• Has given rise to a new type of press release
designed to be posted on an online portal.
• Has expanded the overall reach of publicity on
a global scale.
Publicity
• Is a tool of PR
• Is a technique for disseminating information e.g.
• about products ,services and anything else
aimed at increasing public brand or name
recognition
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Code of ethics for PR Practitioners
• Core values
• Advocacy;
• Honesty;
• Expertise;
• Independence;
• loyalty
• Fairness
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Professional standards
• Free flow of information
• Competition
• Disclosure of information
• Safeguarding confidences, conflicts of
interest
• Enhancing the Proffession
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Challenges PRO faces
-dealing with a system of disjointed
media
-continued education and involvement
in web.
-Becoming transparent in an industry
that is not typically for such.
What other challenges do PR
Practitioners face?
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