Effective Public Relations and Media Strategy,analysis of a text book for Public Relations written in an easy to understand language written in local Context. It Includes case studies from local corporate sector cater to the different areas of public relations.

1. Effective Public Relations
and Media Strategy
C.V Narasimha Reddi

2. About the Author
Dr. C.V. Narismaha Reddi. Ph.D. –dubbed “Father of
Modern PR in India”
senior academic consultant for top Indian
Universities
Held various top government and corporate posts in
PR industry
compresses his many decades of teaching and
professional experience in this book

3. About the Book
Effective Public Relations and Media Strategy
a text book for Public Relations
written in an easy to understand language
written in local Context
Includes case studies from local corporate sector
cater to the different areas of public relations

4. What is PR
PR is all about reputation
Create mutual understanding an organization and its
publics
Promotes the corporate vision
Creates a plan of action with public interest

5. What can PR do?
 Research and analyze internal and external problems
 Advising the management
 Maintain better relationship with the community
 External communication with customers and shareholders
 Build trust and reputation of the organization
 Form better media relations by providing newsworthy content

6. PR VS Propaganda
PR very different from propaganda
Propaganda is one way communication/PR two way
Propaganda based on self interest/PR based on public
interest
Propaganda distorts the fact/Truth is the basic principle
of PR
No justification for use of false information in PR

7. PR VS Advertising
Aims
Advertising aims to persuade people to buy the product
PR aims to create awareness about the organization
Main Purpose
To increase the sales
To create mutual understanding and build trust

8. PR VS Advertising
Message Construction
Persuasive, Clever, emotional, appealing
Truthful, Trustworthy, No decoration
Cost
High media cost
Unpaid news coverage

9. PR Process
 PR is a management function
 Four stages of PR Process
 RPCE model
Research
Planning
Communication
Evaluation

10. Research
 PEST analysis
 Political factors
 Economic factors
 Social factors
 Technological factor
 SWOT analyses
 S=Strengths
 W= weaknesses
 O=Opportunities
 T=Threats

11. Planning
 What should be done and why?
 Setting objectives
 Precise and specific
 Goals should be achievable
 Work within the budget
 Identification of the publics

12. Communication
 Media Strategy
 Employ all available channels
 ITMN theory
Interpersonal media
Traditional(folk) media
Mass Media
New(social) Media

13. Evaluation
Evaluating the effectiveness of PR campaign
Facilitate accountability
Measure outcomes against objectives
Measure the impacts of services and plan
Encourage good planning and management
 Evaluation methods
 Research, Questionnaire, Interview, Observation

14. PR for NGOs
Non-governmental organizations are non-profit
Works for community development
Need of PR for NGOs
NGOs are financed by public money and charity
Have to maintain a favorable and philanthropic
image in public

15. PR for NGOs
Promote public awareness about NGO’s vision,
missions and goals
Create feedback mechanism for programs
Attract the volunteers
Promotion of the reputation of the NGO

16. THANK YOU
FOR
YOUR
ATTENTION
ANY QUESTIONS??