Public relation and corporate communication

unit one: nature and scope of public relations

2014/2013

Definition, nature and Scope of Public relation

Definition

The term Public Relations was first coined by the US President Thomas Jefferson. He used
the term during his address to Congress in 1807.

Precursors to public relations are found in publicists who specialized in promoting circuses,
theatrical performances, and other public spectacles. In the United States, where public
relations has its origins, many early PR practices were developed in support of the expansive
power of the railroads. In fact, many scholars believe that the first appearance of the term
"public relations" appeared in the 1897 Year Book of Railway Literature.

Edward Bernays is generally regarded today as the profession's founder. In describing the
origin of the term Public Relations, Bernays commented, "When I came back to the United
States, I decided that if you could use propaganda for war, you could certainly use it for
peace. And propaganda got to be a bad word because of the Germans.. using it. So what I
did was to try to find some other words, so we found the words Council on Public Relations".

One of the earliest definitions of PR was coined by Edward Bernays. According to him,
"Public Relations is a management function which tabulates public attitudes, defines the
policies, procedures and interest of an organization followed by executing a program of
action to earn public understanding and acceptance. "

According to two American PR professionals Scott M. Cutlips and Allen H. Center, "PR is a
planned effort to influence opinion through good character and responsible performance
based upon mutual satisfactory two-way communication".

Public relations is the art and science of managing communication between an organization
and its key constituents to build, manage, and sustain its positive image.

Public relations is the process of aligning the perceptions of targeted audiences (or publics)
with the current realities and reasonable prospects of another entity.

Public relations is about building public relationships.

Public relations involves:

1. Evaluation of public attitudes and opinions.

2. Formulation and implementation of an organization's procedures and policy regarding

communication with its publics.

3. Coordination of communications programs.

4. Developing rapport and good-will through a two way communication process.

1
5. Fostering a positive relationship between an organization and its public constituents.

Examples include:

• Corporations use marketing public relations (MPR) to convey information about the
products they manufacture or services they provide to potential customers to support their
direct sales efforts. Typically, they support sales in the short and long term, establishing and
burnishing the corporation's branding for a strong, ongoing market.

• Corporations also use public-relations as a vehicle to reach legislators and other

politicians, seeking favorable tax, regulatory, and other treatment, and they may use public
relations to portray themselves as enlightened employers, in support of human-resources
recruiting programs.

• Non-profit organizations, including schools and universities, hospitals, and human and
social service agencies, use public relations in support of awareness programs, fund-raising
programs, staff recruiting, and to increase patronage of their services.

• Politicians use public relations to attract votes and raise money, and, when successful at
the ballot box, to promote and defend their service in office, with an eye to the next election
or, at career’s end, to their legacy.

PR has had many definitions over the years and since its early boom days of the 1980s has
almost entirely redefined itself. This is probably because most clients these days are far too
media-savvy to think that fluffy ideas and champagne parties constitute a good media
service (of course this is a good thing, but we do still like a good champagne party).

PR these days is often misunderstood, and it’s probably the fault of the PR industry itself
that most people aren’t sure where PR is supposed to stop and marketing, advertising,
branding and all the other media services begin.

Put very simply, good PR encourages the media (newspapers, magazines, TV and radio) to
say good things about your product/service or whatever it is that you want to promote so
that more people buy your product/use your services/think you’re great.

Of course, most PR companies have a team that will come from a mixture of media
backgrounds and may be able to offer all sorts of PR-related services such as branding,
marketing, copywriting and advertising. That can make defining pure PR all the more
confusing for the client.

NATURE AND FORM OF PUBLIC RELATION

No one can provide a magic formula for figuring out what form and nature of PR and
organization will need. The approaches are many but the time constrains and budget
limitation will prevent the organization or the PR person from pursuing all the avenues at
one and the same time. It would be sensible to decide about specific jobs which are relevant
to particular PR programmes for an organization.

2
In any kind of human activity may it be in industry, commerce, education, health, local
government or social service, they need to understand and use public relations and
communication. Public relations involve two-way communication between an organization
and its public. It requires listening to the constituencies on which an organization depends
as well as analyzing and understanding the attitudes and behaviors of those audiences. Only
then can an organization undertake an effective public relations campaign.

Public relations should be seen as a management function in any organization. An effective

communication, or public relations, plan for an organization is developed to communicate to
an audience (whether internal or external publics) in such a way the message coincides with
organizational goals and seeks to benefit mutual interests whenever possible.

Form of communication that is primarily directed to image building and that tends to deal
with issues rather than specifically with products or services. Public relations uses publicity
that does not necessitate payment in a wide variety of media and is often placed as news or
items of public interest.

It would be better to make a checklist to find out the exactly the organization wants and
what the PR person himself wants to achieve.

1) Extent of PR function

To what extent the organizations use public relation? The PR function should be recognized
as central to good management and able to act as a unifying force within the organization
and in the way it’s itself. That way a schedule of activity can become campaign and a
campaign can become a programme.

2) Level of PR function

This depends on the nature of business or services being provided by the organization. The
point to think is corporations can be longer operating in an environment of confrontation.
They must have the acceptance of the government and the citizens. Moreover, in handling
sensitive issues, corporate management cannot do away with social, cultural, economic and
political ethos existing in the community.

3) Target public

‘How to handle the target public’ is a frequently raised question for PR person. It has been
acknowledged by the management that the PR person is a necessary link between the
management and the various publics (audience). Fortunate this trust has arisen out of the
services rendered by PR as a professional.

4) Maintaining goodwill

In the long run goodwill always pays. In the early days business and industry could function
in total secrecy without public scrutiny. In the present competitive society all sections of the
economy i.e. private or public are under constant public gaze. It is equally important to
guard the reputation once earned.

5) Evaluation of work

3
PR person should always evaluate himself in his work environment. He should always
appraise his own competence, acknowledge potential weakness and thereafter seek expert
advice. One should be aware of and be sensitive to cultural environment or which one is
working. While improving his professional capability a public relation person has to
recognize his organizations responsibility

6) General areas of objectives

It is mainly known as which and what are the particular PR objectives do we tend to achieve.
It mainly consists of changes we want to bring about. Terms like market standing,
innovation, work performance and attitude and Public responsibilities are mainly comes in
PR.

7) Communication skills

Managing the strategy and skills of communication are an integral part of business policy
and decision making. Ultimately, PR is involved in the management of organization behavior
and also of the public important to them. PR decides about the methods and media of
communication and when and how to use the target public.

THE SCOPE OF PUBLIC RELATION

Public relation is a window of the corporation through which management can monitor
external changes and simultaneously a window through which society can affect corporate
policy.

Today most social conflicts are caused by changing values and higher expectation from the
superiors.

We find regular conflicts between employer-employee consumer-manufacturer,

management-shareholders, citizens-government and so on due to misconception and
misunderstandings. These are generally the major challenges where public relation
practitioners can play a crucial role. They should get to know the psychology of the public
mind and acquire skill in solving and also avoiding such conflicts.

In our market economy there are information gaps which cannot be filled by the interaction
of supply and demand via . cost, wages or prices. Here public relations activity steps in. It
provides relevant information on planning technical and organizational developments,
inventions and their potential utilization, etc.

The relations activity is becoming more and more important for the procurement of
economically essential production factors. It makes it easier to tap the money-market or
financing their projects by issuing bonds or shares.

If the corporation cultivates public relations, it is easier for them to acquire land from a
community and bring in own interest in harmony with these of the community. Today the

public relation profession has even entered into the fields of non-commercial organizations,
government departments, hospitals, universities and other non profit organizations.
According to Edward L. Bernays, the fundamental laws and the necessity of public relation
may be expressed in three words, information, adjustment and integration.

4
The scope of public relation is wide and also include political filed. Entrepreneurs, teachers,
political leaders, social workers, religions, leaders are all involved in public relations day in
and day out.

In business public relation is tool of management like marketing, production and finance. It
is investing and creating asset for an organization which is finally reflected in improved
performance profitability, and growth of the organization.

Successful public relation can be measured by its ability to convert negative situations into
positive ones.

Public relations can do the following:

(a) Help win friends, influence people, persuade individuals, groups and in difficult situation
bring about goodwill where needed and maintain goodwill where it is existing.

(b) Create and build up image and reputation of individual, organization and nation.

(c) Public relations can bring out reward of mutual understanding and risks involved in
misunderstanding between individuals, groups, government and nation.

(d) Help the public to love life and work for better or for worse without condition.

(e) Forestall attacks by opponents or competitors.

(f) Counsel employees to recognize that as human beings they are more of a complete
structure.

(g) The possible areas where public relation plays its role. Promotional opportunity, new
image, competitive challenge, rumour, crisis, conflict of interest, ineffective communication.

CASE STUDY

AirDefense launched the wireless LAN security market in 2001 and today continues to
provide the most advanced solutions for rogue wireless detection, policy enforcement and
intrusion prevention, both inside and outside an organization’s physical locations and wired
networks. Today, more than 500 enterprises and organizations including Global 1000
corporations, government, healthcare, financial service and retail organizations rely on the
comprehensive suite of AirDefense solutions to protect their investment in deploying
wireless networks.

Business Challenge

In May 2004, AirDefense wanted to raise the visibility of the company at a time when the
wireless LAN detection industry was becoming crowded with several competitors. Increasing
visibility on a consistent basis would provide the sales team with media coverage and
analyst commentary to further validate for customers and prospects the comprehensiveness
of AirDefense’s enterprise wide wireless LAN detection/prevention platform.

PR Strategy to help Air defense.

5
• It would be beter to give leverage AirDefense’s pioneer status in the wireless LAN security
market by introducing the company and its founders to reporters/editors as the company
that was the first in the industry to realize the importance of securing wireless networks.

• It is also critical to push the “first-to-market” message with the media because the
industry was getting crowded with competitors and reporters could then easily differentiate
between the “established” leader, AirDefense, and the upstarts joining the market.

• It has to create a “drumbeat” approach with press releases, which included product news,
new customers and partnerships. It is also felt one way for AirDefense to stay ahead in the
growing field was to keep the company in the news on a regular basis. This required that a
detailed press release schedule be planned out three-to-four months in advance, so
deadlines could be met and at a minimum three press releases be issued each month.

• It can also begin positioning Founder, President and CEO and other C-level executives as
experts in the wireless LAN security market, and further positioned them to discuss the
challenges facing companies deploying wireless networks.

Advertisements

Scope of PR

As a management function, the discipline of public relations encompasses the following:

Anticipating, analyzing and interpreting public opinion and issues that might impact, for
good or ill, the reputation, operations and plans of the organization.

Counseling management at all levels in the organization with regard to policy decisions,
courses of action and communications, taking into account their public ramifications and the
organization’s social or citizenship responsibilities.

Researching, conducting and evaluating, on a continuing basis, programmes of action and

communication to achieve the informed public understanding necessary for the success of
an organization’s aims. These may include marketing, financial, fund-raising, employee,
community or government relations and other programmes.

Planning and implementing the organization’s efforts to influence or change public policy.

Setting objectives, planning, budgeting, recruiting and training staff, developing facilities – in
short, managing the resources needed to perform all of the above.

Since PR is the only marketing tool that builds credibility, a brand or an organization can
generate interest and impact in the marketplace as well as create enthusiasm and
momentum internally, with the support of a well-designed public relations plan.

The management of institutions needs to understand the attitudes and values of their
publics in order to achieve their goals. The external environment along with many other
factors shapes the goals themselves. Public relations determines the attitudes and behavior
of publics and their causes in order to plan, implement and measure activities to influence or
change these attitudes and behavior through various communication channels, including the
media.

6
Concepts of public relations

First: the modern concept of public relations.

Varied perspectives of researchers in the development of a specific definition of public

relations because of the multiplicity of areas of public relations activity in the organization.

It can shed light on some of the definitions, which dealt with public relations as follows:

1. Public relations is the management, which evaluates public attitudes and policies of the
organization connect with the public interest and the implementation of programs that earn
the trust and support of the public function.

2. Public relations activity that is played by the administration to get the confidence of the
public policy defined by explaining information relating to the appropriate means of
communication.

3. Public relations is a function of the ongoing management and planned by the organization
seeks out to gain understanding and sympathy and the effect of the masses of interest and
maintain the continuation of this understanding and the flexor and influence and to maintain
the continuation of this understanding and the flexor and positive impact, through the
measurement of public opinion trends to ensure compatibility with the organization's
policies and activities.

And check more creative collaboration and effective performance of the common interests
using mass advertising scheme.

If these definitions represent scientific rooting for the concept of public relations is another
aspect is no less important for the scientific point of view, which along with the art of public
relations and represents the personal skill of those in charge of public relations actively in
the exercise of their work more efficiently than others. The art that is mainly based on talent
and personal preparations.

Hence it can be said that the public relations combines science and art, there is the process
applied in the field of public relations, which must be constantly refined to follow the
scientific method in the research and study and think about the rules.

Factors that have created the need for public relations:

1. The emergence of modern democratic systems have created interest in the analysis and
the study of public opinion as a powerful force to get to know the views of the issues and
problems.

2. The diversity of consumer patterns and complexity of the work between the worker and
the employer relations work necessary to earn the effect of the masses.

3. Develop and mass communication contributed to the rounded distances between parts of
the world so that the world has become a media village, which attract public relations to
contribute to ensuring gain public support.

7
4. The growth of professional groups and organizations helped to correct public opinion
trends and become a credible force.

The foundations of good public relations:

1. not to oppose the goals of public relations with the community and the goals of the
organization and the interests of the organization are also clients.

2. taking into account the accuracy and honesty in performance and do not hide the facts
from the public.

3. keep the secrets of former clients and cases.

4. support all efforts aimed at raising the level of scientific and technical workers in the field
of public relations.

Functions and objectives and the importance of public relations

(A) the importance of public relations:

Show the importance of public relations in the established sense of the importance of
effective communication, which you should be doing with all the established bodies and
masses related activity carried out by the public relations focused on the development of
the facility as a function key (production - Marketing - Finance - Business - Public Relations).

(B) the objectives of public relations:

1. find a mutual understanding between the organization and other organizations in the
community and its members in the public interest.

2. Definition of the organization and the public service or item they produce.

3. Explanation of any public policy organization in order to be accepted and the conviction.

4. To ensure that all the news published on the organization to the public and properly.

5. protect the organization from an attack might occur as a result of the deployment of
Okhbarcazbh to the public about them.

6. create an atmosphere between the organization and the individuals involved with it from
the public and the staff each other.

7. encourage contact between the upper levels of management and executive management
levels and vice versa.

8. coordination between different departments to achieve harmony in performance between

them.

(C) thefunctions of public relations:

1. assess trends and measure public opinion trends.

8
2. Identification of the organization's policies and fee consistent with the public interest.

3. Implementation of programs that aim to earn public satisfaction.

4. care to provide a well-respected business and public confidence

5. achieve more creative collaboration and effective performance using a media scheme.

6. participate in solving social and environmental problems surrounding the organization.

7. Contribute to the achievement of economic and social development.

8. Treatment of management problems and work to meet the challenges that constitute an
obstacle to the development and management so as follows:

- Highlighting the inefficiencies in the laws and regulations that fail to provide the flexibility
to meet changing and evolving circumstances.

- Encourage self-initiatives and solutions offered by some administrators to overcome the

problems.

- Encourage Alammerkzah in management and strengthening of local administration to ease

restrictions in the central administration.

- Activate the substantive discussions aimed at the development of the administrative

system and re-distribution of the workforce in line with the interest of work.

- The adoption of the Public Relations Department in coordination with the training for
training programs designed to enhance the performance of all administrative levels of the
organization and the development of management skills of the men in the field of public
relations and human relations devices, which leads to strengthen a sense of belonging and a
sense of loyalty to the organization.

On the basis of this loyalty to the function of public relations is characterized by

fundamental characteristics, namely:

- Public relations and administrative function of the basic functions of the organization.

- No less important for public relations and other functions of the organization (production -
Finance - Marketing humans can)

- Public Relations consistently and integration with the rest of the functions of the
organization are working - to achieve its goals.

- Public relations and function of the senior management at the facility.

- PR depends on the basic rule in practice is of interest. First, the internal audience Secondly,
the external audience.

- Public relations start from within the organization and its success abroad is a product of its
success at home.

PR and modern society2010

9
“PR is a relatively new discipline and its role in society is a constantly evolving one. So toare
the theories that guide its practice. The profession is continually facing new challenges from
developing modes of communication in the Web 2.0 era to an increasingly complex and
diverse society who need to be communicated with.

Previous dominant theories that have guided PR practice are becoming less relevant as new
approaches are needed to respond to this changing media landscape.

In systems theory, the idea of PR practitioner as ‘boundary spanner’ between organisation

and audience is harder to understand as boundaries become more flexible. Cutlip, Center
and Broom (2000) emphasise the presence of an ‘established boundary’ between
organisation and audience but with increasingly abundant channels of communication
across the boundary, the PR practitioner can no longer be was viewed as ‘gatekeeper’ and
must become facilitators enabling flow of information.

The 21st century has seen a massive rise in the number of people publishing content online.
Access to new technologies and the availability of web publishing has introduced two
fundamental changes for communicators and audiences: who provides information and how
audiences get the information they need .

New communications channels such as blogs, social networking sites, RSS feeds, video-
sharing sites, wiki’s allow publics to become more discursive and find their own voices and
communities who share their voices. The dialogue’s that user-generated content allows is in
keeping with more recent rhetorical perspectives.

supports the rhetorical approach as the primary perspective through which PR should be
viewed: “Through statement and counterstatement, people test each other’s views of
reality, value, and choices relevant to products, services and public policies”.

also advocates the rhetorical approach as it allows multiple viewpoints to be given on

situations, allowing the PR practitioner and audiences to arrive at the truth; “The ‘truth’ can
only be reached through argumentative dialogue that reveals which of the participating
parties has better arguments” . By rigorously questioning and challenging statements, we
can arrive at the ethical truth. For this approach to be truly ethical, the PR practitioner must
be responsive to these multiple viewpoints and not ignorant to them.

As new challenges are emerging for PR practitioners, suggests that more traditional PR
theories are left wanting. In the globalized world, we are witnessing a more “plural society
that is becoming even more postmodern and difficult to stereotype”. New theories of
communication are needed that help map the apparently teeming and far harder to see and
understand lateral communication between targeted publics and others

PR practitioners are required to continually address the challenges that are encountered as
society evolves, re-evaluating the boundaries of the profession. Whilst this is necessary for
its practice it can also confuse the publics understanding of the profession. PR practitioners
must continue to look at new challenges to communications whilst re-enforcing the role of
the PR professional in society as a facilitator of information exchange.”

The principles of public relations:

10
Public Relations in performance based on a set of principles and the principles that guide them and rely on them,
and these foundations are summarized as follows:

1. Start from within the organization and work to find a mutual understanding between the institution and all its
employees and to work on the internal cohesion of the public and strengthen the spirit of community and
cooperation within the organization.

2. taking into account the honesty and the Secretariat to explain all what comes out of the institution in order to
earn the public's trust and satisfaction with the organization to succeed, and even long-lasting.

3. Stay away from taking a defensive position to cover the complexities and disadvantages because it hits the cover
of misleading and obscures the truth and impedes visibility.

4. Cooperation with other institutions and to agree on the outlines in the vicinity of public relations until all have
achieved success.

5. follow the scientific research methodology based on logic and objective analysis in solving any problem so that it
can access to a sound decision based on fact.

6. need to be characterized by public relations and vital and dynamic interaction with the masses.

7. Activity breadth of public relations so that works in all areas can.

8. Public relations helps the masses on social responsibility as they are based on sound planning method.

9. commitment to ethical principles, the objectives of the activity of public relations support personal organization
and that by installing the humane qualities in the minds of the public, as well as the philosophy of public relations
institution to abide by ethical principles, such as the credibility and integrity and objectivity and the Secretariat,
public relations in the first place media immoral behavior.

10. follow the disclosure of information to the public policy, the right to work premise of public relations to avoid
openness is prone to rumors which may affect the reputation of the institution.

11. The institution's contribution to the welfare of society, where the welfare of the community represent an
overall goal sought by all institutions.

12. spreading awareness among the public and so that the institution enlightening the masses and inform them of
what you are doing activities and work, and to explain the policy to the audience and the goals that seeks to
achieve

Roles of Public Relations in an Organization

Almost all large organizations either have a public relations department or outsource their
public relations needs to a company. Public relations is seen as a vital part of maintaining
the organization’s image and of communicating its message to its customers, investors and
the general public. A positive perception of a company or non-profit can increase its sales
and improve its bottom line. The functions and key tasks of a public relations specialist can
be varied.

Public relations strategists will work with top executives in the organization to craft an
overview of how the company wants to be perceived, and how it is going to project a

11
positive image. This can involve focusing in on exactly the right message, and then deciding
on the broad outlines of a campaign to disseminate that message.

Public relations professionals often arrange events to raise the profile of the organization or
lend its brand and name to a charitable event that represents the philosophy of the
company. Think of a corporation sponsoring a Special Olympics event, or a hospital
organizing a health outreach day in its town.

Talking with the media is a core function of public relations departments. Public relations
professionals field questions from reporters, arrange for interviews with key individuals in
the organization and write press releases to make the media aware of company events or
achievements.

One emerging function of public relations is to maximize an organization’s positive use of

social media to build its image. Managing a Twitter feed, a Facebook page and a YouTube
channel are all vital ways to connect with possible new customers or stakeholders.
Monitoring public comment about the organization on the Internet can also give PR
professionals early warning of any emerging trends or problems.

Sometimes a company or organization is struck by a disastrous event that ruins its public
image. This might be an oil company that has to deal with a high profile spill, or a food
company that has a contamination event. Public relations professionals decide how the
organization will repair the damage to its image, communicate how it is dealing with the
problem and regain control of its message.

Public relations practitioner attributes

1 · good-looking, logic and gravity: a manifestation of this personal Eminence facial paper
talk and talk. And textures fit and good grooming and capable of verbal expression
dramatically and is characterized by an attractive personality to gain admiration of others.
And guide them verbally and ferry and strength of character. People attract what is likable
them.

2 · Personal stable and balanced: There must be a man of public relations is characterized
by stable and balanced and quiet personality to achieve understanding with individuals,
groups and gain their support and to create a good impression when the masses of the
institution represented by public relations.

3 · Courage: There must be a man of strong personal public relations, Mtcefa the courage to
be able to offer opinions and suggestions and strongly defend his point of view in front of
the public administration.

4 · persuasion: It features task of public relations man to be his ability to influence the
hearts of people, and convince them tactfully. It is not Bacharti who uses force. It is also not
a magician or a crook exploits false advertising. But it is a human self expert, humanitarian
community and knows how to draw and instructs how to convince verbally and ferry and
personal strength

5 · IQ: There must be a public relations man intelligent, personal mature, trustworthy. Valzca
an important element in the formation of a personal public relations man. It represents the
institution and solving humanitarian problems and the consolidation of social relations.

12
6 · adjustment: a key factor in the good public relations, and agreed facts that people,
groups and organizations to adapt lacks among them if I want to have a harmonious society.
It is the duties of public relations to achieve understanding through contact with others. So it
should be a public relations man coming to the change, a lover of the merger with them. To
recognize their own way of thinking and methods to influence them.

7 · Civility: The ideal of a public relations man is an aura of civility and accuracy behavior if
civility were not of course in it, at least that Attaba them, they ask innate and memory-
conscious, I have not had for everyone, and it should avoid getting involved in the work may
be considered incompatible with the proper taste. It also requires him to work precision err
always generates resentment and discontent.

8 · Objectivity: the ability to impartially consider oneself to the problems presented and the
recommendations made and work style. And avoid racial discrimination or populist, religious
or social, and so on from the trends that corrupts the individual's behavior, therefore,
objectivity, impartiality means of views, ideas and attitudes and beliefs.

9 · general sense: that a man of public relations is characterized by the ability to sense the
extent of its compatibility with others, or vice versa. And to know when to speak and when
to listen and when to defend or attack and when to wait for better conditions for defense or
attack.

10 · imagination: the public relations function relies on creative innovation in the face of new
problems and to overcome the opposition of views in the fold to make new classes of
audiences as it must be characterized by the creation, creativity and initiative.

In addition to the personal qualities that have been reviewed must provide scientific
qualifications, which are summarized below:

1. Be equipped with practical and scientific assets in the science of public relations as a
study meeting and psychology and management sciences as well as the scientific method in
the study of public relations and methods of measuring public opinion trends and modified
and forwarded.

2. has the ability to read and absorb the information and its impact and also must be
vigilant and enjoy the attention when listening to the fans or the media to be able to health
analysis. The public relations man who is mature people watching as he listened to them.

3. As to be his ability to write and express aim of persuasion, and that the writing be free of
complex terminology, Writing and function transfer of ideas, information and events, which
must be simple, clear and impressive.

4. rhetoric: the ability to speak to individuals and the public in an attractive and logical to
transfer ideas to the public and influence them. Men were required to prepare public
relations speeches and words of presidents or officials, whatever their degree functional, it
must formulate sermon manner that helps the speaker to talk influential smooth, which is
consistent with his personality and the way it functions.

5. Press: must enjoy public relations man of experience, even if the simple editing style
journalist and investigative journalism, and the art of story output, because the arts are the
foundation upon which to make contact material to the public.

13
 6. Technical Viewing: uses men of public relations, in addition to printed materials, films,
exhibitions, interior, radio, and slides, as well as the means of audio and video and film
Contact, which is bound to have a man of public relations is available the amount of
available technical sense....

difference public relations from propaganda

2014/2013

Propaganda is usually implemented with malicious intentions and lacks truth. Public
relations involves using truthful information to put a positive spin on an issue, person, or
organization.

Although the dictionary and textbook definitions of propaganda and public relations may be
similar, the difference lies in the intentions and motivation in their usage. Both terms
essentially refer to the spreading of information in order to influence others.

Propaganda, however, is typically used in a negative manner. It is often used with the intent
to damage an opposing cause, organization, or individual. The ideas or information being
spread for this purpose do not always have a foundation based in truth. Delivering false
information or twisting facts in order to make them seem more sinister than they are would
fall under the umbrella of propaganda. Political campaign ads designed to attack an
opponent is an example of propaganda.

Public relations, on the other hand, is usually used to present truthful information in a
positive light. Commercials and advertising would be considered public relations. When
celebrities give interviews and appear on talk shows to promote a new movie, these
activities would be considered public relations. When an individual or organization is facing a
scandal or controversy, a public relations campaign may be put together in an effort to
address the issue and restore the person's or company's reputation.

Propaganda is usually implemented with malicious intentions and lacks truth. Public
relations involves using truthful information to put a positive spin on an issue, person, or
organization.

Although the dictionary and textbook definitions of propaganda and public relations may be
similar, the difference lies in the intentions and motivation in their usage. Both terms
essentially refer to the spreading of information in order to influence others.

Propaganda, however, is typically used in a negative manner. It is often used with the intent
to damage an opposing cause, organization, or individual. The ideas or information being
spread for this purpose do not always have a foundation based in truth. Delivering false
information or twisting facts in order to make them seem more sinister than they are would
fall under the umbrella of propaganda. Political campaign ads designed to attack an
opponent is an example of propaganda.

Public relations, on the other hand, is usually used to present truthful information in a
positive light. Commercials and advertising would be considered public relations. When
celebrities give interviews and appear on talk shows to promote a new movie, these
activities would be considered public relations. When an individual or organization is facing a

14
scandal or controversy, a public relations campaign may be put together in an effort to
address the issue and restore the person's or company's reputation.

Propaganda uses lies, half-truths, innuendo, smears, misinformation, one-sided arguments

and inflammatory rhetoric to influence the public’s attitude toward a cause, ideal or, usually,
a political agenda.

Public relations uses truth if, for no other reason, their claims can be checked. PR relies on
logic, facts and sometimes emotions to spread information between an organization or
individual and its publics—information to promote products, services and build good will for
the organizations offering them.

Propaganda’s underlying philosophy is us against them. “They” are often denigrated as

undesirables or simply “the enemy.” (We have freedom fighters; they have terrorists.)

Public relations’ underlying philosophy is building trust between an organization and its
products and services with its targeted audiences for mutual benefit.

Propaganda relies on one-way communications. It seeks to eliminate dissent, and those who
disagree may suddenly “disappear.”

Increasingly, public relations relies on two-way communications via social media and
encourages different points of view so organizations can better service their clients and
customers.

Advertising and Public Relations

1. The area covered by free or driven:

Advertising: The company pays for the area of advertising, as it is to know when this
announcement broadcast or published.

Public Relations: The job is given free publicity for its origin. The presence of miscellaneous
conferences or press releases focusing on the announcement of your facility for free once a
conversation with journalists who cover the event.

2. creative control versus no control:

Advertising: Since you're paying for the ad become an area of right of control in the form
and content of the ad.

PR: It is not your right to control what you write, if they decided to publish any news about
you already. They are not Amadtrien to cover your events or publish your statements just
because you sent to Hm.kma You can not control what is published in the form of news
because for Journal of Ngttiyatha press releases and advertising is not intended for you.

3. The length of time:

Advertising: Since you pay the cost of advertising space, you can broadcast your ad more
frequently to the extent permitted by Mizanitk.alaalan longer than the old journalistic
remarks broadcast Ottnscher once in often.

15
Public Relations: You only submit a statement about the event will be held for you or for
your facility once as news press will not be repeated again published.

4. Elders of consumers:

Advertising: Consumers know when you read or see the ad that you are trying to sell them
Okhaddmh product. You understand know paid money to send a message to them selling.
Unfortunately often look for this message with caution and suspicion.

PR: When a consumer reads a story or an article from a third party for your company or your
products, or see the media coverage of the event Adah, they see or hear about something
that did not pay interview in money and thus their views differ on their outlook for the paid
announcement. The media coverage here, a lot of credence given to Khburan your facility
and what it sells.

5. Creativity or search for news:

Advertising: In advertising you exercise your creativity in creating hypertext ad breathtaking

attract viewers or listeners.

PR: here looking for news and then make a fuss of him for publicity. This means that the
partial creativity here, you did not invent the stuff traded. Only you searched for and then
told him the news media.

6. inside or outside certain limits:

Advertising: If you work in the advertising agency, will be the main your contact with your
staff in the agency Ooualemtaaji with the agency.

PR: You're dealing with workers in the media and communicate with them, as you continue
with attendance at conferences or exhibitions attended. Any that you will not be confined
within your facility, and expansion of the cycle acquaintances increase the chances of the
public and Bmncotk definition of what it produces.

7. listener or target specific publisher:

Advertising: You're always looking for a specific listener or viewer and declare accordingly.
You can not, for example, to announce the Men's Clothing in programs designed by and for
women.

PR: your relationship with the publisher of the publication Tsarig accept press releases, can
publish anywhere from his newspaper to read it all.

8. limited or unlimited contact:

Advertising: Some industries have direct contact with customers. Graphic designers, for
example, do not access to legal clients, they were asked to carry out what is .minscher side
who want not only possess the ability to change the harmful news about you, but, for
example, the deployment of the orders you through a new ad.

Public Relations: The Convertible usually your news media, so it may be published false
news about you or harmful. Therefore, you must take the initiative to declare any incident so

16
do not use compress Gazette news to increase sales. Here the clear statements and handle
public relations officer with the rapid position is the one who protects and saves the facility,
which hurts them. The participation of the facility and the formation of community-based
strong public relations is the real support of the facility and no ads.

9. Special events:

Advertising: If your facility is sponsoring sporting event, can not appear in the background,
for example, pregnant racket. Public Relations here become instrumental.

PR: Here you can send a press release about the event has been picked up by the press and
published, and even spread media coverage and enough information about you to sponsor
this event.

10. The writing style:

Advertising: Buy this product! Buy Now! Contact immediately! You can say that in the
ad .bhzh resonant words draws the attention of the ad viewers or listeners and encourage
them to purchase.

PR: This is the framework for Avid in communicating with customers. Stbdoa player like
Circus. This method does not leave a significant impact .altoasl through public relations,
which is to convince consumers to buy. Dealing with someone who inspires confidence more
than just a declaration.

It is known that there is a close relationship between advertising and public relations in the
labor market, both are designed to connect to public opinion and try to crystallize, and
modify and influence it. Is there a difference between the majors ..to see it.

Despite the similarities, but they differ from each other. The Declaration aims to promote a
product or service to meet a fee. The public relations aims to introduce the person or
product and improve its image to the public in other ways does not depend on paying a fee.
As some say, "Publicity is what you pay to get them, and public relations are what they hope
to get."

It can illustrate the difference between the two areas through the following examples. When
a customer goes to the advertising agency, it is expected of specialists to organize a
campaign to promote the products or services it provides. This work requires some artistic
and creative special touches along good strategy to be presented to the largest possible
number of Almsthlkin- and put it through the purchase of some of the spaces to publish
advertisements in newspapers and magazines or displayed in the radio and television and
the Internet.

Also, when a customer goes to a public relations agency, it also seeks to connect with the
public. But, unlike the advertising specialist, the specialist public relations to convince the
press to promote the client without any pay him a fee. The role of the specialist public
relations does not depend on the press so as to convince him that to make sure that the
client will appear in the best possible image.

In fact, public relations campaigns yield better results from advertising campaigns and for
the positive impact on the public, which tends to believe the articles and press reports, more

17
than ads Almedfoah- but the problem here is that there are no guarantees for the success of
such efforts. For example, the director of a major commercial enterprise has been to
improve the image of his institution to the public through the opening of a charity project or
attend a public event monitored newspapers. But may cover this event coincides with an
earthquake or a tragic accident attracts public attention. In contrast, if the same client
promotion for its services through a television advertising campaign, it will ensure Slath
display to the public, whatever the circumstances, but that does not necessarily mean that it
will bring big profits.

Finally, public relations and advertising remains one of the most overlapping areas that can
not be any organization to succeed in the labor market without employing well. Many
advertising experts say it is illogical that the customer spends thousands of riyals to
advertise its products at a time when the credibility of the institution does not have a good
reputation in the market. Therefore, many advertising agencies rely on marketing to
combine traditional advertising, direct marketing, interactive advertising plans, and product
promotion programs, and improve the image of the company, in addition to some other
tools. As the majority of the major advertising agencies have public relations departments, it
is by improving awareness of the product, to ensure the success of the public relations and
advertising propaganda programs.

Publicity

Publicity is the movement of information with the effect of increasing public awareness of a
subject. The subjects of publicity include people (for example, politicians and performing
artists), goods and services, organizations of all kinds, and works of art or entertainment.

Publicity is gaining public visibility or awareness for a product, service or your company via
the media. It is the publicist that carries out publicity, while PR is the strategic
management function that helps an organization communicate, establish and maintain
communication with the public. This can be done internally, without the use of media.

From a marketing perspective, publicity is one component of promotion which is one

component of marketing. The other elements of the promotional mix are advertising, sales
promotion, direct marketing and personal selling. Examples of promotional tactics include:

 Art people
 event sponsorship
 Arrange a speech or talk
 Make an analysis or prediction
 Conduct a poll or survey
 Issue a report
 Take a stand on a controversial subject
 Arrange for a testimonial

18
 Announce an appointment
 Invent then present an award
 Stage a debate
 Organize a tour of your business or projects
 Issue a commendation

The advantages of publicity are low cost, and credibility (particularly if the publicity is aired
in between news stories like on evening TV news casts). New technologies such as weblogs,
web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos
to websites) are changing the cost-structure. The disadvantages are 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.

Publicity draws on several key themes including birth, love, and death. These are of
particular interest because they are themes in human lives which feature heavily throughout
life. In television serials several couples have emerged during crucial ratings and important
publicity times, as a way to make constant headlines. Also known as a publicity stunt, the
pairings may or may not be according to the fact.

"Publicity is not merely an assembly of competing messages: it is a language in itself which

is always being used to make the same general proposal," writes the art critic John Berger.
"It proposes to each of us that we transform ourselves, or our lives by buying. .publicity is
not paif for something more."[1]
Effectiveness of Publicity

The theory, Any press is good press, has been coined to describe situations where bad
behaviour by people involved with an organization or brand has actually resulted in positive
results, due to the fame and press coverage accrued by such events.

One example would be the Australian Tourism Board's "So where the bloody hell are you?"
advertising campaign that was initially banned in the UK, but the amount of publicity this
generated resulted in the official website for the campaign being swamped with requests to
see the banned ad.[2]

The popular sitcom, Married... with Children, achieved skyrocketing ratings after
activist Terry Rakolta petitioned sponsors to withdraw their support from the program

Code of Professional Standards in pr

1- A member shall practice public relations according to the highest professional standards.

19
Members shall conduct their professional lives in a manner that does not conflict with the
public interest and the dignity of the individual, with respect for the rights of the public as
contained in the Constitution of Canada and the Charter of Rights and Freedoms.

2- A member shall deal fairly and honestly with the communications media and the public.

Members shall neither propose nor act to improperly influence the communications media,
government bodies or the legislative process. Improper influence may include conferring
gifts, privileges or benefits to influence decisions

3- A member shall practice the highest standards of honesty, accuracy, integrity and truth,
and shall not knowingly disseminate false or misleading information.

Members shall not make extravagant claims or unfair comparisons, nor assume credit for
ideas and words not their own.

4- Members shall not engage in professional or personal conduct that will bring discredit to
themselves, the Society or the practice of public relations.

5- A member shall deal fairly with past or present employers / clients, fellow practitioners
and members of other professions.

Members shall not intentionally damage another practitioner's practice or professional

reputation. Members shall understand, respect and abide by the ethical codes of other
professions with whose members they may work from time to time.

6- Members shall be prepared to disclose the names of their employers or clients for whom
public communications are made and refrain from associating themselves with anyone who
would not respect such policy.

7- Members shall be prepared to disclose publicly the names of their employers or clients on
whose behalf public communications is made. Members shall not associate themselves with
anyone claiming to represent one interest, or professing to be independent or unbiased, but
who actually serves another or an undisclosed interest.

8- A member shall protect the confidences of present, former and prospective employers /
clients.

9- Members shall not use or disclose confidential information obtained from past or present
employers / clients without the expressed permission of the employers / clients or an order
of a court of law.

10-A member shall not represent conflicting or competing interests without the expressed
consent of those concerned, given after a full disclosure of the facts.

20
11- Members shall not permit personal or other professional interests to conflict with those
of an employer / client without fully disclosing such interests to everyone involved.

12- A member shall not guarantee specified results beyond the member's capacity to
achieve.

13- Members shall personally accept no fees, commissions, gifts or any other considerations
for professional services from anyone except employers or clients for whom the services
were specifically performed.

In the conduct of public relations practitioners shall:

1. Observance

Observe the principles of the UN Charter and the Universal Declaration of Human Rights;

2. Integrity

Act with honesty and integrity at all times so as to secure and retain the confidence of those
with whom the practitioner comes into contact;

3. Dialogue

Seek to establish the moral, cultural and intellectual conditions for dialogue, and recognise
the rights of all parties involved to state their case and express their views;

4. Transparency

Be open and transparent in declaring their name, organisation and the interest they
represent;

5. Conflict

Avoid any professional conflicts of interest and to disclose such conflicts to affected parties
when they occur;

6. Confidentiality

Honour confidential information provided to them;

7. Accuracy

Take all reasonable steps to ensure the truth and accuracy of all information provided;

8. Falsehood

Make every effort to not intentionally disseminate false or misleading information, exercise
proper care to avoid doing so unintentionally and correct any such act promptly;

9. Deception

Not obtain information by deceptive or dishonest means;

21
10. Disclosure

Not create or use any organisation to serve an announced cause but which actually serves
an undisclosed interest;

11. Profit

Not sell for profit to third parties copies of documents obtained from public authorities;

12. Remuneration

Whilst providing professional services, not accept any form of payment in connection with
those services from anyone other than the principal;

13. Inducement

Neither directly nor indirectly offer nor give any financial or other inducement to public
representatives or the media, or other stakeholders;

14. Influence

Neither propose nor undertake any action which would constitute an improper influence on
public representatives, the media, or other stakeholders;

15. Competitors

Not intentionally injure the professional reputation of another practitioner;

16. Poaching

Not seek to secure another practitioner’s client by deceptive means;

17. Employment

When employing personnel from public authorities or competitors take care to follow the
rules and confidentiality requirements of those organisations;

18. Colleagues

Observe this Code with respect to fellow IPRA members and public relations practitioners
worldwide

Code of Ethics:

This Code applies to PRSA members. The Code is designed to be a useful guide for PRSA
members as they carry out their ethical responsibilities. This document is designed to
anticipate and accommodate, by precedent, ethical challenges that may arise. The scenarios
outlined in the Code provision are actual examples of misconduct. More will be added as
experience with the Code occurs.

22
The Public Relations Society of America (PRSA) is committed to ethical practices. The level of
public trust PRSA members seek, as we serve the public good, means we have taken on a
special obligation to operate ethically.

The value of member reputation depends upon the ethical conduct of everyone affiliated
with the Public Relations Society of America. Each of us sets an example for each other - as
well as other professionals - by our pursuit of excellence with powerful standards of
performance, professionalism, and ethical conduct.

Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors
retains the right to bar from membership or expel from the Society any individual who has
been or is sanctioned by a government agency or convicted in a court of law of an action
that fails to comply with the Code.

Ethical practice is the most important obligation of a PRSA member. We view the Member
Code of Ethics as a model for other professions, organizations, and professionals.

PRSA Member Statement of Professional Values

This statement presents the core values of PRSA members and, more broadly, of the public
relations profession. These values provide the foundation for the Member Code of Ethics and
set the industry standard for the professional practice of public relations. These values are
the fundamental beliefs that guide our behaviors and decision-making process. We believe
our professional values are vital to the integrity of the profession as a whole.

ADVOCACY

We serve the public interest by acting as responsible advocates for those we represent. We
provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public
debate.

HONESTY

We adhere to the highest standards of accuracy and truth in advancing the interests of
those we represent and in communicating with the public.

EXPERTISE

We acquire and responsibly use specialized knowledge and experience. We advance the
profession through continued professional development, research, and education. We build
mutual understanding, credibility, and relationships among a wide array of institutions and
audiences.

INDEPENDENCE

We provide objective counsel to those we represent. We are accountable for our actions.

23
LOYALTY

We are faithful to those we represent, while honoring our obligation to serve the public
interest.

FAIRNESS

We deal fairly with clients, employers, competitors, peers, vendors, the media, and the
general public. We respect all opinions and support the right of free expression.

PRSA Code Provisions of Conduct

FREE FLOW OF INFORMATION

Core Principle Protecting and advancing the free flow of accurate and truthful information is
essential to serving the public interest and contributing to informed decision making in a
democratic society.

Intent:

To maintain the integrity of relationships with the media, government officials, and the
public.

To aid informed decision-making.

Guidelines:

A member shall:

Preserve the integrity of the process of communication.

Be honest and accurate in all communications.

Act promptly to correct erroneous communications for which the practitioner is responsible.

Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring
that gifts are nominal, legal, and infrequent.

Examples of Improper Conduct Under this Provision:

A member representing a ski manufacturer gives a pair of expensive racing skis to a sports
magazine columnist, to influence the columnist to write favorable articles about the product.

A member entertains a government official beyond legal limits and/or in violation of

government reporting requirements.

COMPETITION

Core Principle Promoting healthy and fair competition among professionals preserves an
ethical climate while fostering a robust business environment.

Intent:

24
To promote respect and fair competition among public relations professionals.

To serve the public interest by providing the widest choice of practitioner options.

Guidelines:

A member shall:

Follow ethical hiring practices designed to respect free and open competition without
deliberately undermining a competitor.

Preserve intellectual property rights in the marketplace.

Examples of Improper Conduct Under This Provision:

A member employed by a "client organization" shares helpful information with a counseling

firm that is competing with others for the organization's business.

A member spreads malicious and unfounded rumors about a competitor in order to alienate
the competitor's clients and employees in a ploy to recruit people and business.

DISCLOSURE OF INFORMATION

Core Principle Open communication fosters informed decision making in a democratic

society.

Intent:

To build trust with the public by revealing all information needed for responsible decision
making.

Guidelines:

A member shall:

Be honest and accurate in all communications.

Act promptly to correct erroneous communications for which the member is responsible.

Investigate the truthfulness and accuracy of information released on behalf of those

represented.

Reveal the sponsors for causes and interests represented.

Disclose financial interest (such as stock ownership) in a client's organization.

Avoid deceptive practices.

Examples of Improper Conduct Under this Provision:

Front groups: A member implements "grass roots" campaigns or letter-writing campaigns to

legislators on behalf of undisclosed interest groups.

25
Lying by omission: A practitioner for a corporation knowingly fails to release financial
information, giving a misleading impression of the corporation's performance.

A member discovers inaccurate information disseminated via a website or media kit and
does not correct the information.

A member deceives the public by employing people to pose as volunteers to speak at public
hearings and participate in "grass roots" campaigns.

SAFEGUARDING CONFIDENCES

Core Principle Client trust requires appropriate protection of confidential and private
information.

Intent:

To protect the privacy rights of clients, organizations, and individuals by safeguarding

confidential information.

Guidelines:

A member shall: Safeguard the confidences and privacy rights of present, former, and
prospective clients and employees.

Protect privileged, confidential, or insider information gained from a client or organization.

Immediately advise an appropriate authority if a member discovers that confidential

information is being divulged by an employee of a client company or organization.

Examples of Improper Conduct Under This Provision:

A member changes jobs, takes confidential information, and uses that information in the
new position to the detriment of the former employer.

A member intentionally leaks proprietary information to the detriment of some other party.

CONFLICTS OF INTEREST

Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of
clients, employers, and the publics.

Intent:

To earn trust and mutual respect with clients or employers.

To build trust with the public by avoiding or ending situations that put one's personal or
professional interests in conflict with society's interests.

Guidelines:

A member shall:

26
Act in the best interests of the client or employer, even subordinating the member's
personal interests.

Avoid actions and circumstances that may appear to compromise good business judgment
or create a conflict between personal and professional interests.

Disclose promptly any existing or potential conflict of interest to affected clients or

organizations.

Encourage clients and customers to determine if a conflict exists after notifying all affected
parties.

Examples of Improper Conduct Under This Provision:

The member fails to disclose that he or she has a strong financial interest in a client's chief
competitor.

The member represents a "competitor company" or a "conflicting interest" without informing

a prospective client.

ENHANCING THE PROFESSION

Core Principle Public relations professionals work constantly to strengthen the public's trust
in the profession.

Intent:

To build respect and credibility with the public for the profession of public relations.

To improve, adapt and expand professional practices.

Guidelines:

A member shall:

Acknowledge that there is an obligation to protect and enhance the profession.

Keep informed and educated about practices in the profession to ensure ethical conduct.

Actively pursue personal professional development.

Decline representation of clients or organizations that urge or require actions contrary to

this Code.

Accurately define what public relations activities can accomplish.

Counsel subordinates in proper ethical decision making.

Require that subordinates adhere to the ethical requirements of the Code.

Report practices that fail to comply with the Code, whether committed by PRSA members or
not, to the appropriate authority.

27
Examples of Improper Conduct Under This Provision:

A PRSA member declares publicly that a product the client sells is safe, without disclosing
evidence to the contrary.

A member initially assigns some questionable client work to a non-member practitioner to

avoid the ethical obligation of PRSA membership.

PRSA Member Code of Ethics Pledge

I pledge:

To conduct myself professionally, with truth, accuracy, fairness, and responsibility to the
public; To improve my individual competence and advance the knowledge and proficiency of
the profession through continuing research and education; And to adhere to the articles of
the Member Code of Ethics 2000 for the practice of public relations as adopted by the
governing Assembly of the Public Relations Society of America.

I understand and accept that there is a consequence for misconduct, up to and including
membership revocation.

And, I understand that those who have been or are sanctioned by a government agency or
convicted in a court of law of an action that fails to comply with the Code may be barred
from membership or expelled from the Society.

Unit two:

Public relation process

2014/2010

What is Public Relations

Public Relations are the management function that identifies, establishes and maintains
mutually beneficial relationships between an organization and the various publics on whom
its success or failure depend.• According to British Council of the Institution of Public
Relations, “PR is the deliberate, planned and sustained effort to establish and maintain
mutual understanding between an organization and its public.”• According to Public

28
Relations Society of America , “Public Relations is a philosophy and function of management
expressed in policies and practices which serve the public to secure its understanding and
goodwill.”

Process of Public Relations: The process of PR , understandably implies a series of steps

but essentially quality is in focus. Process of PR Fact Finding Planning Communication
Research Evaluation
Fact Finding2013
A PR p\erson particularly after joining must understand the corporate objectives, know
various publics. It has to find out the problems and challenges, strengths and weakness of
the organization by personal as well as collective efforts.

Planning:
There are at least four primary reasons for planning PR
programmers
1•to estimate costs and man-hours involved
2•to decide priorities among multitude of operations
3 • to set targets for PR operations
4• to consider the feasibility of carrying out the intended objectives according to available
resources.

Communication:
One of the most important human innovations in the new millennium is the increasing
speed of information transfer . In essence, innovation in information transfer is bringing PR
practitioners closer to stakeholders who will ultimately utilize the information of relevance to
them. Research
Evaluation:
Research and Evaluation will undoubtedly strengthen the PR profession. Research in PR is
not a separate subject .The whole purpose of fact finding and planning will go haywire
unless the Research and Evaluation objectives are kept constantly in view. Those are the
very essence of successful PR activity.
External Media Using Photograph Internal Media Working with Individual group Media
Relations Tools of PR Using Advertising Community relations Other Publicity Government
relations Direct Methods of Communication
External Media Newspaper Radio Magazine Television Film Traditional Media
Newspaper though broadcast media have become the predominant influence in our society,
the newspaper retains a powerful position. Through this newspaper many information of PR
able to reach many external publics of an organization. Radio is primarily a medium of
news and entertainment with commentaries talk shows and debate.
In India, where many people are lived in village. For this the ways to reach rural audiences
are
 Through news and information.
 Through entertainment programmes

29
 Through the feature programmes.
Television is now the most pervasive and most influential medium of mass communication.
TV has impact and realism is welcomed every where and is readily available as a publicity
medium for PR practitioners. Magazines Magazines are an important medium for product
news, feature stories and pictorial publicity. Which afforded space to till a complete story are
particularly suitable for service or educational publicity articles.
Films The film is a very powerful medium of PR, as a medium of communication , instruction,
education,entertainment, MARKETING, research etc. Greater impact because of its powerful
appeal to eye, ear and senses.Effective learning aid on account of auditory and visual
qualities.Accurate reproduction of objects and events.Clarity.Long life-span and
Measurability of circulation and effectiveness statistically.
Traditional Media The traditional Media have played avery important role in solving several
emotional problems. In the developing countries where illiteracy is wide-spread and
communications scanty, the folk media assume greater importance. In India music, dance,
drama have always played an important role in combating destructive elements and in
harmonizing emotional outbursts relating to caste,creed, religion and language issues.
Internal Media House Journal Bulletin Board Annual Report Printed Literature House Journal
House Journals are one of the most effective tools that organizations can use to
communicate with their employees. Itis a periodical publication which tries to establish
regular communication between an organization and its employeesandother public. Bulletin
Board Several times many organizations, publish many important Notices, orders, for the
employees of organization a significant board, this is called Bulletin Board.
Annual Report An annual report is the most essential and first hand communication to
introduce the company to the FINANCIAL public as well as to financial collaborators. . Printed
Literature Several times, some organizations are published printed literature for
understanding the use of the product or about the product.

Media Relation Press Conference Press Release Press Tour Exhibition Press Conference Press
conferences are a traditional method of giving information by direct use of face to face
communication, technique. Press Release The usual way of issuing information to the press
is by writing a press release. Press releases are a traditional method of handing out
information and is a useful tool with the PR professionals.
Press Tour Several times many organizations are invited journalists to visit their production
houses where their products are formed. After visiting journalists are written report based on
this. For this press Tour is a very important tools for the PR professionals. Exhibition
Exhibitions are an important medium to project on organisation’s materials process, product
on its activities services, ideas to the public. It offers an excellent opportunity for personal
contact with prospective consumers, consumers or dealers.
Community Relations A community is a group of people, who live in the same place , share
the same government and have a common cultural and historical heritage. The people who
live in a community and the institutions that serve them are mutually depend. The people
cannot enjoy a good life without the institutions. That is called Community Relations .The
objective of community Relation of a Company –
To inform the community about company’s policies,operations and problems.
To answer criticism and repel attracts by local pressure group.
To promote the welfare of a community
.To inform employees connected with a company.

30
To find out what the community is thinking and saying about a company and its policies
and operations.
Government Relations The function of PR in government is essentially non-political. PR in
government department has two main tasks
To give regular information on policy plan and activities and achievements of the
department.
To inform and educate the public on legislation, regulations and all matters that effect the
daily life of citizens.
Using Photograph for PR communication Photographs and illustrations are an important aid
to public relations. The first point to appreciate is that photographs always lend authenticity.
Photographs reduce boredom. It has definitely edge over the printed matter. It has
newsworthiness even for the illiterates. Working with Individual group An influential group
may consist simply of the ‘leaders’ of a community or it may be any one or combination of
organization . Every service club, women’s group, political party, labourunion,religious unit,
association, civic organization, welfare body, veteran’sorg , schools as a medium of
communicate are the influential groups. Using Advertising for PR communication Advertising
is also very effective medium for communicating. Public Relations purposes. Traditionally,
organizations have used advertising to sell products but lately, firms use advertisements for
purposes other than product promotion. Public relations advertising focused on the general
image of the company wished to convey and the public issues it wished to confront.
Other Publicity Leaflets Stickers Level Direct Mail
Electric Spectacular Speeches and display Speakers Signs bureaus Telephone as a PR Post
card device Direct Communication methods Communicating Letters theory activism Word of
mouth

2014/ Structure of pr
Difficult to draw a particular system for the management of public relations in an enterprise, these vary
from facility to another depending on the size of the facility and the nature of its dealings In the case of the
small size of the enterprise - for example - the director himself or by associate him among workers in the
enterprise public relations work, as different device Relations according to the general understanding of
the extent to which those in charge of administering the realization of public relations, and then the
organizational structure is different for the management of public relations on the one hand to the other,
the units that regulatory intervention in the construction of a public relations management of the armed
forces may differ from those in the Ministry of Agriculture. The difference here may be the need
necessitated goals difference and the different plans and different programs and the public, as well as the
Order for the subordination of public relations, it was the task assigned to one of the directors of
departments such as management of individuals or sales or advertising management, or may be
distributed responsibility, including in some of the other facilities find that there are management full PR
follows headed by a Director and member of the Managing Director directly, and includes several sections
of the research and to coordinate the planning and production.
Relate to the work of the public relations directly related to the objectives of public policy produced by the
administration, and that the work of public relations should clarify in the general organization of the facility
in the vicinity of the senior management and under the direct supervision, so the public relations director
responsible to the Chairman of the Board, and to be close to the people who occupy positions of great
responsibility in the organization, so that it can achieve the best results, and to be at the level of the other
department managers.
On the other hand, the allocation manager or department to manage the business of public relations does
not mean that this person or this section is the only party that conducts only public relations, so that public
relations is an ongoing process in which everyone from the general manager involved until the worker
hygiene, and then the the director of public relations that encourages people with literary and artistic skills

31
of the non-working public Relations Department to participate in some of the public relations programs.
What we mean by the allocation of a manager or department to manage the business of public relations is
to put these works under the supervision of experts, to help the rest of the heads of departments in the
facility to improve its links with different audiences, ie, that the public relations department is one of the
Advisory Forums.
In most of the models proposed to place in public relations and organizational map, to be taken into
account manager near the individuals who occupy positions of great responsibility in the organization, so
that it can achieve the best results.
Functions of Public Relations 2014
Public Relations is known as the activity undertaken by organizations, after deciding its own budget, has
been met with the idea of a budget for the activity of public relations many objections when senior
management but who are specialists of public relations? .. And what they are doing? .. And what is their
work? .. many of them were described as spokesmen for Bakon, and prepare people a lot, but they do not
do very little, and they are seeking in the majority of it to obtain personal gain, even if it is on the company
they work for account! .. these are all descriptions are not consistent with the fact that relations public.
Organizations and institutions have proposed the establishment of departments and sections of public
relations, after they discovered that they are sections of the institution, and it is vital and effective impact,
and it can solve the problems faced by institutions.
Even institutions that do not have a public relations department, they resort to the offices and public
relations consultants outside the organization, and that peer-wage, and here began to function and
responsibilities of departments and sections of public relations.
And look importance and necessity of identifying the functions and activities of public relations in that you
do not specify these jobs entail looking at the activity of public relations as a work of everyone in the
organization, and does not require specialized personnel to perform this function, although both belong to
the organization can do this work, and we can say that an entity all should be directed public relations, but
this does not mean the absence of a specialized department will be responsible for planning and
implementing public relations activities, as failure to determine activity of public relations to be confused
with other activities, such as advertising and publicity, resulting in increasing conflicts between the
Department of public Relations and other departments such as (Marketing Manager) about the eligibility
of each department in the exercise of power and control over these activities.
And not for the public relations department authority over the rest of the facility sections, and thus does
not have the authority of the Director or the head of the Public Relations Department to give orders to
other sections, it sends its point of view to the different sections, in the form of suggestions and advice,
and the party that issued its own public relations work administrative commands are senior management
of the facility, represented by a member of the Board of Directors or any other person assigned to
supervise the work of public relations.
In fact, the success of the Department of Public Relations and functions in their work requires knowledge
of the basic duties received upon it. In fact, this administration responsibilities vary from one organization
to another, depending on the nature and size of the organization and the surrounding circumstances. And
generally concerned with the management of public relations, the environment or the social climate, and
then the workers in its field should care much attention theories and discoveries that Sikhrjha sociologists
and management.
Many of the book argues that there are five basic functions of public relations, namely: research,
planning, communication, coordination, and evaluation.
1. Search:
--------------
The Public Relations collect, analyze and discuss and study the trends of public opinion to the masses of
the institution or body, and to know their opinions and attitudes, so that it can get the true facts, for
example, to the University, you can see the trends of opinion between teachers and students and parents.
In the army can find out opinion among soldiers and officers and other professionals. In companies and

32
ministries considering public opinion trends among employees and workers. In addition, the trends of
opinion among foreign audiences Kalmsahmin, consumers and traders is measured. Public Relations as
well as considering the ongoing developments in the economic, social and political situation, and you also
consider and analyze and summarize all the issues of concern to senior management and filed it.
Research also includes the technical principles of public relations, and analyze the means of publication
Kasahafh, radio, television and film, and to assess the success of media campaigns offered, and to
identify any media more effectively, as well as research on the evolving public relations, and also
considering the views and attitudes of opinion leaders in curriculum, such as teachers and heads of trade
unions, businessmen and others.
2. Planning:
---------------
The device public relations formulate the general policy of the Corporation, and drawing programs policy
for public relations in the framework of the general policy of the Corporation and its plans, in light of the
research and studies carried out by the machine, by identifying goals and target audiences, and the
design of media programs, in terms of timing and the distribution of competence on the experts and
determine budget precise, which assisted in the amendments to the policy of the institution. In addition,
they are established to explain the policies to the public, or any amendment or change in order to accept
them, and to cooperate with it.
3. Contact
-------------
Contact means to do the implementation plans and contact target audiences, and determine the
appropriate media for each audience, and conferences, and the production of movies, photos, slides, and
keep a library of historical data and concerts, and the preparation of festivals, exhibitions and various
games, and the organization of seminars, lectures, conversations, and debates.
And a public relations job management, it offers services to other departments and help them to perform
their functions relating to the public, for example, it helps personnel administration in the selection of staff
and workers and train them, and look at ways to encourage, promote, and solving their problems, and
prepare necessary to take care of their health and their sport and culture. Public Relations Department of
the task of sales also facilitate the establishment of good relations to distributors and consumers, through
the know on public attitudes toward the goods or services produced or provided by the institution or body
to its customers, which facilitates judicial administration task, in the presentation of the facts relating to the
various issues on public opinion, and share public Relations Department in the preparation of annual
reports on the financial position of the institution, and out in an attractive image, he understands
shareholders, consumers and others, as well as help in the management of procurement Palmtahdan
establish good relations, and other sources of production.
And public relations work on the development of relations with other institutions and groups in the
community, through the activities of common interest, and if I want to be held successful Book Fair, the
exhibition organizing so joining with the wishes of the librarians and their owners. As the definition of
public relations and explain the public entity's Oalkhaddma item produced, in simple language with a view
to the public interest in them.
Public relations and seeking to establish good relations with opinion leaders in the community put the
facts in front of them, either in the library or media organization's office, or the annual patrols. It also
works to establish good relations with training institutes, so that the training of employees and workers in
these institutions, as well as extend this aid education institutes, and colleges allow students to increase
the organization.
Public relations and help to form public opinion, and that the duration of all the information to be built on
the basis of his opinion of the correct facts. It also works to bring about intentional change in public
opinion trends and convert it to the benefit of the institution, which is supplying the facility as well as all
the developments that occur in public opinion.
4. Coordination:

33
-------------
Public relations work on the coordination between the various departments to achieve understanding
between them, also works as a liaison and coordination tool between employees and different
personalities, and between the lower levels and higher levels. It also coordinates between management
and consumer marketing, and procurement management, suppliers, and the organization and its
shareholders.
5. Calendar:
-----------
It is intended to measure the actual results of public relations programs, and to do the correct procedures
to ensure the effectiveness of programs and achieve their objectives.
In-House PR department
There are many advantages from using in-house PR department. However, using in-house PR
department also has a drawback.
To begin with the advantages from using in-house PR department, if organization decided to create their
own PR sector and set someone in charge, it can service whole organization and it will lead to the
consistency of PR campaign and PR section can performance fully and properly than when it is mixed
with other section such as marketing. Moreover, public relation manager may be very experienced in that
particular business so when they organize a campaign, it will operate smoothly and as result of, in-house
public relations manager close to the event and target audience, they can work economically.
However, In-house PR also has many drawbacks. For example, In-house PR manager may lack
impartiality and because of, ineffective In-house PR manager, bias in favour Company may be occurred.
Furthermore, if company is located far away from city or company has many branches, In-house PR
manager may not be able to train employee at each branch. In addition, Jefkins (1993) also argue that
“because In-house PR manager is an expert in his industry his experience of public relation may be
limited to that field that he lacks a broad knowledge of general public relations practice”.
Advantages and disadvantages of in-house PR department
Advantages of an in-house PR department
The main advantage of setting up an internal PR department is that the team will focus only on the
company products and its markets. They will act as an effective spokes persons for building the
reputation of the company.
Disadvantages of an in-house PR department
The main disadvantage is that one person should do all the work due to non – availability of additional
man power that involves the cost factor to it. Therefore, the lack of resources limits the visibility of the
company and product awareness in the market place.
Public relations counseling firms2013/2010
Public relations firms work for a wide range of clients - corporations, trade associations, governments and
even some non-profit advocacy groups.
Some PR campaigns could genuinely be characterized as being in the broad public interest, such as
campaigns against smoking or crisis communications aimed at minimizing the impact of natural disasters.
However, as PR skills don't come cheap PR firms gravitate towards those with the deepest pockets which
are generally corporations.
Some PR campaigns are designed to boost the public profile and sales of products. The most
controversial however, are those aimed at shaping public opinion to defeat or delay government
regulatory moves designed to protect the environment or public health and safety.
While corporations fuelled the growth of the industry in more recent times governments and political
parties have come to rely on PR companies to sell controversial policies and win election campaigns.

34
While not all PR campaigns are manipulative and deceptive, many of the world's largest PR firms have
been involved in disinformation campaigns.
Most public relations companies have staff or teams of people that specialize in particular skill areas -
commonly referred to as practice areas - or groups that support a particular industry sector.
advantages of Public relations
Public relations offers several advantages not found with other promotional options.
First, PR is often considered a highly credible form of promotion.
One of PR’s key points of power rests with helping to establish credibility for a product, company or
person (e.g., CEO) in the minds of targeted customer groups by capitalizing on the influence of a third-
party -- the media. Audiences view many media outlets as independent-party sources that are unbiased in
their coverage, meaning that the decision to include the name of the company and the views expressed
about the company is not based on payment (i.e., advertisement) but on the media outlets judgment of
what is important. For example, a positive story about a new product in the business section of a local
newspaper may have greater impact on readers than a full-page advertisement for the product since
readers perceive the news media as presenting an impartial perspective of the product.
Second, a well-structured PR campaign can result in the target market being exposed to more detailed
information than they receive with other forms of promotion. That is, media sources often provide more
space and time for explanation of a product.
Third, depending on the media outlet, a story mentioning a company may be picked up by a large number
of additional media, thus, spreading a single story to many locations.
Finally, in many cases public relations objectives can be achieved at very low cost when compared to
other promotional efforts. This is not to suggest public relations is not costly, it may be, especially when a
marketer hires PR professionals to handle the work. But when compared to the direct cost of other
promotions, in particular advertising, the return on promotional expense can be quite high.
limitations of pr
While public relations holds many advantages for marketers, there are also concerns when using this
promotional technique.
1- while public relations uses many of the same channels as advertising, such as newspapers,
magazines, radio, TV and Internet, it differs significantly from advertising in that marketers do not have
direct control over whether a message is delivered and where it is placed for delivery. For instance, a
marketer may spend many hours talking with a magazine writer, who is preparing an industry story, only
to find that their company is never mentioned in the article.
2- while other promotional messages are carefully crafted and distributed as written through a pre-
determined placement in a media vehicle, public relations generally conveys information to a member of
the news media (e.g., reporter) who then recrafts the information as part of a news story or feature. Thus,
the final message may not be precisely what the marketer planned.
3- while a PR campaign has the potential to yield a high return on promotional expense, it also has the
potential to produce the opposite if the news media feels there is little value in running a story pitched
(i.e., suggested via communication with the news outlet) by the marketer.
4- with PR there is always a chance that a well devised news event or release will get “bumped” from
planned media coverage because of a more critical breaking news story, such as wars, severe weather or
serious crime.
5- in some areas of the world the impact of traditional news outlets is fading forcing public relations
professionals to scramble to find new ways to reach their target markets.
6- PR is a very difficult discipline to understand conduct successfully. A strategy supported by the
professional knowledge of the media will be needed if you want to get into the media where you can get
high responses to your promotions.

35
7- it is hard to predict the responses of the audience. However, the responses of the PR last around 3
days to 1 week at most. So then a business plan will be necessary that utilizes the media exposure well
without getting influenced by the needs which temporally went up.
It draws the end users who have bad quality and you haven't had before into your business as your
business is introduced in the media. Therefore the claims that your business never had before might take
place or it often happens that the problem of the product is picked up on. The PR may end up with a
result that gives the opposite effect, unless the management which involves the assessment of risks is
done

Unit three: tools of pr2010

Institutions Publication
To publish is to make content available to the general public . While specific use of the term may vary
among countries, it is usually applied to text, images, or other audio-visual content on any traditional
medium, including paper (newspapers, magazines, catalogs, etc.). The word publication means the act of
publishing, and also refers to any printed copies.
Legal definition and copyright
"Publication" is a technical term in legal contexts and especially important in copyright legislation. An
author of a work generally is the initial owner of the copyright on the work. One of the copyrights granted
to the author of a work is the exclusive right to publish the work.
In the United States, publication is defined as:
the distribution of copies or phonorecords of a work to the public by sale or other transfer of ownership, or
by rental, lease, or lending. The offering to distribute copies or phonorecords to a group of persons for
purposes of further distribution, public performance, or public display, constitutes publication. A public
performance or display of a work does not of itself constitute publication.
To perform or display a work "publicly" means –
(1) to perform or display it at a place open to the public or at any place where a substantial number of
persons outside of a normal circle of a family and its social acquaintances is gathered; or
(2) to transmit or otherwise communicate a performance or display of the work to a place specified by
clause (1) or to the public, by means of any device or process, whether the members of the public
capable of receiving the performance or display receive it in the same place or in separate places and at
the same time or at different times.
Furthermore, the right to publish a work is an exclusive right of the copyright owner (17 USC 106), and
violating this right (e.g. by disseminating copies of the work without the copyright owner's consent) is a
copyright infringement (17 USC 501(a)), and the copyright owner can demand (by suing in court) that e.g.
copies distributed against his will be confiscated and destroyed (17 USC 502, 17 USC 503).
The definition of "publication" as "distribution of copies to the general public with the consent of the
author" is also supported by the Berne Convention, which makes mention of "copies" in article 3(3), where
"published works" are defined.In the Universal Copyright Convention, "publication" is defined in article VI
as "the reproduction in tangible form and the general distribution to the public of copies of a work from
which it can be read or otherwise visually perceived."Many countries around the world follow this
definition, although some make some exceptions for particular kinds of works. In Germany, §6 of the
Urheberrechtsgesetz additionally considers works of the visual arts (such as sculptures) "published" if
they have been made permanently accessible by the general public (i.e., erecting a sculpture on public
grounds is publication in Germany).[3] Australia and the UK (as the U.S.) do not have this exception and
generally require the distribution of copies necessary for publication. In the case of sculptures, the copies
must be even three-dimensional.
Booklet
A pocket book, which shares the same 4 × 5 inch dimensions as a common large format film size.

36
Words found in photography are reused in short poems set in blue from light to dark. The inserted sheet
of Fujifilm color enlarging paper presents the shade of blue that appears when the paper is exposed to
light.
Brochures
A brochure is a flyer, pamphlet or leaflet that is used to pass information about something. Brochures are
advertising pieces mainly used to introduce a company or organization and inform about products and/or
services to a target audience. Brochures are distributed by radio, handed personally or placed in brochure
racks. They may be considered as grey literature. They are usually present near tourist attractions.
The most common types of single-sheet brochures are the bi-fold (a single sheet printed on both sides
and folded into halves) and the tri-fold (the same, but folded into thirds). A bi-fold brochure results in four
panels (two panels on each side), while a tri-fold results in six panels (three panels on each side).
Other folder arrangements are possible: the accordion or "z-fold" method, the "c-fold" method, etc. Larger
sheets, such as those with detailed maps or expansive photo spreads, are folded into four, five, or six
panels. When two card fascia are affixed to the outer panels of the z-folded brochure, it is commonly
known as a "z-card".
Booklet brochures are made of multiple sheets most often saddle stitched, stapled on the creased edge,
or perfect bound like a paperback book, and result in eight panels or more.
Brochures are often printed using four color process on thick, glossy paper to give an initial impression of
quality. Businesses may print small quantities of brochures on a computer printer or on a digital printer,
but offset printing turns out higher quantities for less cost.
Compared with a flyer or a handbill, a brochure usually uses higher-quality paper, more color, and is
folded.
Newsletter
A newsletter is a regularly distributed publication that is generally about one main topic of interest to its
subscribers. Newspapers and leaflets are types of newsletters.[1] For example, newsletters are
distributed at schools to inform parents about things that happen in that school.
Types
This section does not cite any references or sources. Please help improve this section by adding citations
to reliable sources. Unsourced material may be challenged and removed.
Newsletters are published by clubs, churches, societies, associations, and businesses—especially
companies—to provide information of interest to members, customers, or employees. A newsletter may
be considered "grey literature". Newsletters delivered electronically via email (e-Newsletters) have gained
rapid acceptance for the same reasons email in general has gained popularity over printed
correspondence.
Purpose
This section does not cite any references or sources. Please help improve this section by adding citations
to reliable sources. Unsourced material may be challenged and removed.
Some newsletters are created as money-making ventures and sold directly to subscribers. Sending
newsletters to customers and prospects is a common marketing strategy, which can have benefits and
drawbacks. Public organisations emit newsletters in order to improve or maintain their reputation in the
society. General attributes of newsletters include news and upcoming events of the related organization,
as well as contact information.
Tracking
In email marketing web bugs are frequently used as a way of determining which recipients opened the
newsletter.
Annual report

37
An annual report is a comprehensive report on a company's activities throughout the preceding year.
Annual reports are intended to give shareholders and other interested people information about the
company's activities and financial performance. They may be considered as grey literature. Most
jurisdictions require companies to prepare and disclose annual reports, and many require the annual
report to be filed at the company's registry. Companies listed on a stock exchange are also required to
report at more frequent intervals (depending upon the rules of the stock exchange involved)
1. An annual publication that public corporations must provide to shareholders to describe their operations
and FINANCIAL conditions. The front part of the report often contains an impressive combination of
graphics, photos and an accompanying narrative, all of which chronicle the company's activities over the
past year. The back part of the report contains detailed financial and operational information.
2. In the case of mutual funds, an annual report is a required document that is made available to FUND
shareholders on a fiscal year basis. It discloses certain aspects of a fund's operations and financial
condition. In contrast to corporate annual reports, mutual fund annual reports are best described as "plain
vanilla" in terms of their presentation.
Public service advertising
Public service advertising is designed to inform the public on issues that are frequently considered to be
in the general best interests of the community at large. Typically, it reflects a political viewpoint,
philosophical theory, religious concept or humanitarian notion. It is also commonly referred to as a public
service announcement (PSA) or a community service announcement (CSA). The ads are usually
broadcast on radio or television, but may also appear in newspapers or magazines. They are prevalent in
industrialized countries throughout the world.
PSAs are commonly aimed at altering public attitudes by raising consciousness about particular issues.
Health, conservation and safety themes are prevalent in many PSAs. The public service advertising
campaigns are often sponsored by trade associations, civic organizations, non-profit institutions or
religious groups. The U.S. military, in addition to paid advertising, regularly produces PSAs as part of their
recruitment efforts.
Some PSA ads use celebrity spokespersons to garner attention. Others attempt to appeal to the masses
through portraying risks and issues relevant to ordinary men, women and children. A common
misconception about PSA work is that it includes political campaign ads, which are actually privately
funded.
Most public service advertising involves joint efforts of the private and public sectors. Non-profit groups
and government agencies commonly team up with private mass media, promotion and advertising firms
to produce spots for radio, television and print media. Most commonly, the non-profit agency creates the
message and an advertising firm develops the campaign, polishes it to meet industry standards and plans
its distribution, all free of charge. Television and radio stations usually broadcast these ads at no charge,
and magazines and newspapers customarily publish them for free as well.
In recent years, it has become commonplace for U.S. television stations to feature public service
advertising spots immediately following a broadcast that has focused on an issue considered sensitive
and of concern to many members of the general public. These PSA broadcasts generally offer addresses,
Web sites and toll-free telephone numbers for information sources. Some of the topics focused on in the
PSAs have included rape, child abuse, domestic violence, AIDS and civil rights.
Public service advertising was once a requirement for U.S. radio and television stations to receive their
broadcast licenses from the Federal Communications Commission (FCC). The stations agreed to air a
predetermined number of PSAs, which they would normally broadcast during off-peak hours to avoid
interference with paid advertisements from sponsors. The deregulation of the broadcasting industry in the
1980s eliminated this obligation.
Corporate advertising
Corporate advertising is a promotional strategy that is designed to not only interest consumers in products
and services offered by the company, but also to cultivate a positive reputation among consumers and
others within the business world. The focus of corporate advertising is on the company itself, with the

38
attention to the products produced by the corporation being a byproduct of the advertising effort. This
type of corporate marketing is often employed along with advertising campaigns that are directly focused
on the goods and services produced by the company.
The main function of corporate advertising is to generate and enhance a sense of confidence and appeal
among vendors and consumers. Depending on the exact nature of the corporate marketing approach,
the advertising may also be developed with an eye of enhancing the reputation of the company among its
peers in a community or within a given sector of the marketplace. In any application, the idea is to build
the most agreeable public image for the corporation as possible.
It is not unusual for a company to engage in corporate advertising as a means of dealing with some
incident or factor that has damaged the reputation of the company. Factors may include unsubstantiated
claims made about the business practices of the company, or some aspect of the quality of the products
produced by the corporation. Corporate marketing campaigns may also help to restore consumer
confidence when a takeover or merger involving the company takes place. From this perspective, a well-
crafted campaign is a powerful tool for use in damage control situations, and may be capable or restoring
confidence after the public perception of the business has been tarnished in some manner.
While corporate advertising does include some mention of company products, the object of this type of
advertising is not directly aimed at generating sales. Instead, corporate ads focus on the strength and
reliability of the company as a whole, the integrity that the business employs in all its business
relationships, and how the company seeks to better the circumstances of the geographic locations where
it operates. As part of this process, it is not unusual for one or more of the leading products to be
mentioned, but there is usually no mention of pricing or upcoming discounts of products found within
corporate advertising campaigns. Those are left to product advertising efforts that focus specifically on
the goods produced for sale.
Speakers bureau
A speaker’s bureau is a company which operates to facilitate speakers for clients requiring after-dinner
speakers, motivational speakers, awards hosts, cabaret acts, conference facilitators and keynote
speakers.
A speakers bureau will hold a database of personalities from diverse fields such as politics, sports,
business, television and comedy. The speaker bureau team initiates the introduction between speaker
and client, and supports both parties from the primary stages of making contact throughout the booking
and logistics process. Clients requiring speakers are usually businesses, corporations, charities,
educational or public institutions. A speakers bureau helps client and speaker negotiate a speaking fee. A
speaking fee is a payment awarded to an individual for speaking at a public event. This fee is usually set
by the speaker, or the speaker’s agent. Logistics can be dealt with by the speaker bureau. This involves
fees, transport, accommodation and timing, as well as communication between speaker and client.
Speakers bureaus come in various forms and traditionally charge a commission of the speaker's fee for
their services. However, with the rise of the Internet, alternative business models have found a place. For
example SpeakerMatch is an online platform that allows an organization and speaker to connect with one
another directly and without the need of an agency. Traditional speaker bureaus are able to provide a
more hands on experience for the client as well as handle contracts, negotiations, and other issues that
may arise in the booking process. For smaller less complicated events, as well as organizations with
smaller budgets, however, it may not be necessary to use an agency. There are pros and cons of using
one over the other.
Types of speakers
A motivational speaker or keynote speaker is a professional speaker who speaks publicly with the
intention of inspiring and motivating a relevant audience. In a business context, they are employed to
clearly communicate company strategy and assist employees to see the future in a positive light and
inspire workers to come together as a team.
Photography

39
Photography is the art, science and practice of creating durable images by recording light or other
electromagnetic radiation, either chemically by means of a light-sensitive material such as photographic
film, or electronically by means of an image sensor.[1] Typically, a lens is used to focus the light reflected
or emitted from objects into a real image on the light-sensitive surface inside a camera during a timed
exposure. The result in an electronic image sensor is an electrical charge at each pixel, which is
electronically processed and stored in a digital image file for subsequent display or processing.
The result in a photographic emulsion is an invisible latent image, which is later chemically "developed"
into a visible image, either negative or positive depending on the purpose of the photographic material
and the method of processing. A negative image on film is traditionally used to photographically create a
positive image on a paper base, known as a print, either by using an enlarger or by contact printing.
Photography has many uses for business, science, manufacturing (e.g. photolithography), art,
recreational purposes, and mass communication.
Films

A film, also called a movie or motion picture, is a series of still images which, when shown on a screen,
creates the illusion of moving images due to the phi phenomenon. This optical illusion causes the
audience to perceive continuous motion between separate objects viewed rapidly in succession. A film is
created by photographing actual scenes with a motion picture camera; by photographing drawings or
miniature models using traditional animation techniques; by means of CGI and computer animation; or by
a combination of some or all of these techniques and other visual effects. The contemporary definition of
cinema is the art of simulating experiences, that communicate ideas, stories, perceptions, feelings, beauty
or atmosphere by the means of recorded or programmed moving images along with other sensory
stimulations.[1]

The process of filmmaking is both an art and an industry. Films were originally recorded onto plastic film
which was shown through a movie projector onto a large screen (in other words, an analog
recording process). The adoption of CGI-based special effects led to the use ofdigital intermediates. Most
contemporary films are now fully digital through the entire process of production, distribution, and
exhibition from start to finish.

Films recorded in analog form traditionally included an optical soundtrack, which is a graphic recording of
the spoken words, music and othersounds that are to accompany the images. It runs along a portion of
the film exclusively reserved for it and is not projected.

Films are cultural artifacts created by specific cultures. They reflect those cultures, and, in turn, affect
them. Film is considered to be an important art form, a source of popular entertainment, and a powerful
medium for educating—or indoctrinating—citizens. The visual basis of film gives it a universal power of
communication. Some films have become popular worldwide attractions by
using dubbing or subtitles totranslate the dialog into the language of the viewer. Some have criticized the
film industry's glorification of violence[2] and its sexist treatment of women.[3][4]

The individual images that make up a film are called frames. During projection of traditional films, a
rotating shutter causes intervals of darkness as each frame in turn is moved into position to be projected,
but the viewer does not notice the interruptions because of an effect known aspersistence of vision,

40
whereby the eye retains a visual image for a fraction of a second after the source has been removed. The
perception of motion is due to a psychological effect called phi phenomenon.

The name "film" originates from the fact that photographic film (also called film stock) has historically been
the medium for recording and displaying motion pictures. Many other terms exist for an individual motion
picture, including picture, picture show, moving picture, photoplay andflick. The most common term in the
United States is movie, while in Europe film is preferred. Terms for the field in general include the big
screen,the silver screen, the movies and cinema; the latter is commonly used in scholarly texts and
critical essays, especially by European writers. In early years, the word sheet was sometimes used
instead of screen.

videos

is an electronic medium for the recording, copying, playback, broadcasting, and display of moving visual
images

Visual multimedia source that combines a sequence of images to form a moving picture. The video
transmits a signal to a screen and processes the order in which the screen captures should be shown.
Videos usually have audio components that correspond with the pictures being shown on the screen.

Types of videos

Because of limited resources typically available, most videos on Wikipedia will fall into three broad
categories:

1-Snapshot-type videos

Snapshot-type videos illustrate a single action, and are usually 30 seconds or shorter in length. An
example would be a video of a traffic signal changing.

This is the easiest type of video to produce, but it is somewhat limited in what it can convey.

2-Performance-type videos

Performance-type videos are recordings of individuals performing an extended series of actions. An

example would be a musician playing a song; the activity of a wild animal might also fit into this category.
Usually this type will have only one shot, and can be up to several minutes long. Though performance
type videos may interpret the content of a page, use of the videos needs to be in order to enhance the
encyclopedic value of the article through its content, following policy laid down about other media such as
Wikipedia:Image use policy#Content.

A tripod or other stabilizing device is especially important for performance-type videos.

3-Tour-type videos

41
Tour-type videos will shift between different views to illustrate different aspects of a subject, or to tell a
kind of narrative story. An example would be an architectural tour of a building. Usually this type will have
a sequence of several different shots, and can be up to several minutes long.

If one wants to create a tour-type video that is an overview of a particular subject, one should read
through the article of the subject to find queues on aspects of the space that deserve attention in the
video (e.g., the video of Grand Central terminal features the constellations on the ceiling and they are also
mentioned in the article).

Display

A display is a computer output surface and projecting mechanism that shows text and often graphic
images to the computer user, using a cathode ray tube ( CRT ), liquid crystal display ( LCD ), light-
emitting diode, gas plasma, or other image projection technology. The display is usually considered to
include the screen or projection surface and the device that produces the information on the screen. In
some computers, the display is packaged in a separate unit called a monitor . In other computers, the
display is integrated into a unit with the processor and other parts of the computer. (Some sources make
the distinction that the monitor includes other signal-handling devices that feed and control the display or
projection device. However, this distinction disappears when all these parts become integrated into a total
unit, as in the case of notebook computers.) Displays (and monitors) are also sometimes called video
display terminals (VDTs) . The terms display and monitor are often used interchangeably.

Most computer displays use analog signals as input to the display image creation mechanism. This
requirement and the need to continually refresh the display image mean that the computer also needs a
display or video adapter . The video adapter takes the digital data sent by application programs, stores it
in video random access memory ( video RAM ), and converts it to analog data for the display scanning
mechanism using an digital-to-analog converter ( DAC ).

Displays can be characterized according to:

Color capability

Sharpness and viewability

The size of the screen

The projection technology

Color Capability

Today, most desktop displays provide color. Notebook and smaller computers sometimes have a less
expensive monochrome display. Displays can usually operate in one of several display modes that
determine how many bits are used to describe color and how many colors can be displayed. A display
that can operate in SuperVGA mode can display up to 16,777,216 colors because it can process a 24-bit
long description of a pixel . The number of bits used to describe a pixel is known as its bit-depth . The 24-

42
bit bit-depth is also known as true color . It allows eight bits for each of the three additive primary colors -
red, green, and blue. Although human beings can't really distinguish that many colors, the 24-bit system
is convenient for graphic designers since it allocates one byte for each color. The Visual Graphics Array
( VGA ) mode is the lowest common denominator of display modes. Depending on the resolution setting,
it can provide up to 256 colors.

Sharpness and Viewability

The absolute physical limitation on the potential image sharpness of a screen image is the dot pitch ,
which is the size of an individual beam that gets through to light up a point of phosphor on the screen.
(The shape of this beam can be round or a vertical, slot-shaped rectangle depending on the display
technology.) Displays typically come with a dot pitch of .28 mm (millimeters) or smaller. The smaller the
dot pitch in millimeters, the greater the potential image sharpness.

The actual sharpness of any particular overall display image is measured in dots-per-inch ( dots per
inch ). The dots-per-inch is determined by a combination of the screen resolution (how many pixel s are
projected on the screen horizontally and vertically) and the physical screen size. The same resolution
spread out over a larger screen offers reduced sharpness. On the other hand, a high-resolution setting on
a smaller surface will product a sharper image, but text readability will become more difficult.

Viewability includes the ability to see the screen image well from different angles. Displays with cathode
ray tubes ( CRT ) generally provide good viewability from angles other than straight on. Flat-panel
displays, including those using light-emitting diode and liquid crystal display technology, are often harder
to see at angles other than straight on.

The Size of the Screen

On desktop computers, the display screen width relative to height, known as the aspect ratio , is generally
standardized at 4 to 3 (usually indicated as "4:3"). Screen sizes are measured in either millimeters or
inches diagonally from one corner to the opposite corner. Popular desktop screen sizes are 12-, 13-, 15-,
and 17-inch. Notebook screen sizes are somewhat smaller.

The Projection Technology

Most displays in current use employ cathode ray tube ( CRT ) technology similar to that used in most
television sets. The CRT technology requires a certain distance from the beam projection device to the
screen in order to function. Using other technologies, displays can be much thinner and are known as flat-
panel displays . Flat panel display technologies include light-emitting diode (LED), liquid crystal display
( LCD ), and gas plasma. LED and gas plasma work by lighting up display screen positions based on the
voltages at different grid intersections. LCDs work by blocking light rather than creating it. LCDs require
far less energy than LED and gas plasma technologies and are currently the primary technology for
notebook and other mobile computers.

43
Displays generally handle data input as character maps or bitmap s. In character-mapping mode, a
display has a preallocated amount of pixel space for each character. In bitmap mode, it receives an exact
representation of the screen image that is to be projected in the form of a sequence of bits that describe
the color values for specific x and y coordinates starting from a given location on the screen. Displays
that handle bitmaps are also known as all-points addressable displays.

Exhibits

An exhibition, in the most general sense, is an organized presentation and display of a selection of items.
In practice, exhibitions usually occur within museums, galleries and exhibition halls, and World's Fairs.
Exhibitions can include many things such as art in both major museums and smaller galleries, interpretive
exhibitions, natural history museums and history museums, and also varieties such as more commercially
focused exhibitions and trade fairs.

The word "exhibition" is usually, but not always, the word used for a collection of items. Sometimes
"exhibit" is synonymous with "exhibition", but "exhibit" generally refers to a single item being exhibited
within an exhibition.

Exhibitions may be permanent displays or temporary, but in common usage, "exhibitions" are considered
temporary and usually scheduled to open and close on specific dates. While many exhibitions are shown
in just one venue, some exhibitions are shown in multiple locations and are called travelling exhibitions,
and some are online exhibitions.

Though exhibitions are common events, the concept of an exhibition is quite wide and encompasses
many variables. Exhibitions range from an extraordinarily large event such as a World's Fair exposition to
small one-artist solo shows or a display of just one item. Curators are sometimes involved as the people
who select the items in an exhibition. Writers and editors are sometimes needed to write text, labels and
accompanying printed material such as catalogs and books. Architects, exhibition designers, graphic
designers and other designers may be needed to shape the exhibition space and give form to the editorial
content. Organizing and holding exhibitions also requires effective event planning, management, and
logistics.

An exhibit is an item that is shown off for the public, such as a painting on display at a gallery or a
historical document shown under glass at a museum.

The main thing to remember about an exhibit is that it refers to something presented formally and in a
public setting. For example, if you put an action figure on a side table in your apartment and your friends
come by and notice it, well, it’s just an action figure on a side table. Put that same action figure on a
pedestal in a fancy gallery, arrange it just so, and voilà! It’s an exhibit. People may even look it over and
discuss its meaning in hushed tones. Students of law — or people who watch a lot of TV — will know that
when used in a legal context, the word exhibit can also refer to an item presented as evidence in a legal
court.

44
Communication technology

The use of communication technology is ubiquitous in contemporary public relations practice, and often
there’s no choice but to adopt the newest communication technology.

For example, even the smallest and most traditional businesses require the Web sites that their
customers expect, and the submission of a simple news release to a mass medium’s electronic
newsroom must satisfy the technological requirements of that medium. Organizations must continually
monitor blogs, recognizing that harmful rumors can spread worldwide in minutes. The contemporary
practice of public relations requires practitioners to immediately respond to emerging issues and crisis
situations via Web sites, blogs and other new media. Today, the choice of communication channels is
dictated by technology: a practitioner must seriously consider which message forms and channels would
be best for specific publics. Often, new technological forms and channels, such as electronic pitching,
podcasting and blogging, prevail over traditional news releases and media kits.

Thus, students must know how to use today’s communication technology and must monitor and most
likely adopt rapidly and unpredictably changing technology. Equally important, public relations students
must be taught to appreciate and to continually explore the societal ramifications of continually emerging
communication technology. Students must learn strategies, not only for using this technology, but also for
dealing with its effects, ranging from the ready availability of virtually all types of information to questions
of personal and organizational privacy.

...(T)echnology remains simply a tool... that practitioners must manage.

Public relations practitioners are among the heaviest users of today’s communication technology.
However, technology remains simply a tool–albeit an important tool–that practitioners must manage. This
means public relations professionals must not be unduly constrained by technology in developing their
communication strategies, nor must practitioners’ strategies and tactics be restricted by the technicians
who develop and maintain organizations’ communication technology infrastructures. Rather, public
relations practitioners must be the managers of how their organizations strategically use communication
technology to affect public relationships. Within their organizations, public relations practitioners best
understand that communication technology that conquers time and space by permitting instantaneous
communication worldwide not only can create understanding and cultivate harmony and empathy
between an organization and its publics, but has great potential to generate misunderstanding and to
exacerbate disharmony and conflict. With considerable prescience, Edward R. Murrow identified the
inherent dangers and limitations of today’s communication technology over 40 years ago, in October
1964:

The speed of communications is wondrous to behold. It is also true that speed can multiply the
distribution of information that we know to be untrue. The most sophisticated satellite has no conscience.
The newest computer can merely compound, at speed, the oldest problem in the relations between

45
human beings, and in the end, the communicator is confronted with the old problem, of what to say and
how to say it.

Thus, public relations educators must assure that their students are prepared not only to be proficient in
the use of the most recent communication technology, but also to understand and appreciate the societal
ramifications of its use. Educators also must use this technology to maximize the effectiveness of their
own instruction.

Summary of Recommendations in the Commission’s 1999 Report

The 1999 Commission report said one factor that was causing the impressive incremental growth in
public relations was communication technology that had enabled a veritable explosion of one-to-one
communication leading to an uncontrolled, gateless dissemination of messages. Communication
technology-related skills the Commission regarded as necessary included the management of
information; technological and visual literacy (including use of the Internet and desktop publishing); and
public relations writing and production for new media. Instructional recommendations included a greater
variety of teaching methods and technologies that might be appropriate in continuing education courses.

Progress and Change Since the 1999 Report

Changes in communication technology have been both immense and obvious since the October 1999
Commission report. Public relations educators are not alone in their inability to reliably predict what
tomorrow’s technology will be, what will be the societal effects of this technology and how it will affect
different societies and cultures. Problematic because of these unknowns, of course, is what educators
should teach their students. Virtually all public relations education programs in the United States, as well
as elsewhere throughout the world, recognize that their curricula must keep pace with the continuing
developments in communication technology to the fullest extent possible, given the financial and other
resource limitations that commonly restrict the intentions of higher education.

The implications for public relations of changes in communication technology have been profound.
Students’ reliance on electronic databases in their research, rather than on traditional library holdings, has
become the norm. The implications for public relations practitioners can also be mind-numbing;
instantaneous communication through multiple channels creates the expectation of immediate feedback,
eliminating opportunities for prolonged deliberation in decision-making.

Largely unappreciated is the contention that technological developments do not inherently provide
meaningful social benefits, as well as the likelihood that adoption of new technology may influence
different cultures in different ways or to a different extent. Fundamental questions remain worldwide about
the access to and control of communication technology as well as about which parties benefit from
advanced technology usage.

New Research Findings and Analysis

46
...(P)ublic relations practitioners must be the managers of how their organizations strategically use
communication technology to affect public relationships.

Two-thirds of the participants in a qualitative research study conducted by the Commission emphasized
the challenges of today’s technological advances. A related trend that participants identified was the
contemporary proliferation of media outlets.

Quantitative research identified rapidly changing new media as a trend. In this research, educators and
practitioners viewed as highly essential public relations course content such as “New PR tools and
technologies,” e.g., podcasting, blogging and video blogging, RSS feeding, Internet conferencing, e-
networking, interactive media kits and e-mail. The research indicates that all these tools should be clearly
presented to students.

Undergraduates and graduate students alike should be aware how public relations practices can benefit
from use of these high-tech tools. At the same time, educators should lead classroom discussions that
explore any adverse impact of technology on society and should challenge students to critically think
about use of new technologies to reach public relations goals and objectives. The questions about
credibility and ethical usage of new technology should also be at the center of all discussions about the
role of technology in public relations practice.

2006 Recommendations

The Commission recommends that the latest communication technology used in the practice of public
relations be integrated into all public relations coursework to the extent that institutional resources allow.
Technological support of education has become a priority among virtually all colleges and universities, not
only in the United States, but worldwide. Colleges and universities have been generally forthcoming in
their recognition of the importance of information technology in higher education and in its support, and
much instruction is available (and should be recommended to students as needed) in university short
courses and other venues that most educational institutions provide outside public relations coursework.

Most students have learned basic information technology proficiency before arriving on their college or
university campuses. Nevertheless, deficiencies in communication technology should be quickly
diagnosed and remedied. The Commission recognizes that some communication technology that is
important to public relations education may be so specialized or so expensive that its use by students
may only be possible at internship sites. To ensure that their students learn such communication
technology, educators should explore a range of educational opportunities that might be available in
cooperation with practitioners. At the least, awareness and basic understanding of such technologies
should be taught, even if hands-on use is not possible.

Finally, the Commission is equally committed to addressing the philosophical, theoretical and ethical
issues related to communication technology. These issues include societal implications and ramifications
of new communication technologies. Particularly at the graduate level, such questions should be explored
as components of theoretical coursework as well as in seminars that are wholly dedicated to the topic of

47
technology. Such scholarly inquiry can be facilitated through close communication and cooperation with
the practitioners who use the latest communication technology in their day-to-day practice.

News release

A press release, news release, media release, press statement or video release is a written or recorded
communication directed at members of the news media for the purpose of announcing something
ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors and
journalists at newspapers, magazines, radio stations, television stations or television networks.

Tom Kelleher states in his book, Public Relations Online: Lasting Concepts for Changing Media, that
"given that your news-driven publics include bona fide journalists as well as others who read and report
news online, the term news release seems to work better online than press release". Fraser Seitel also
refers to press releases as being, "the granddaddy of public relations writing vehicles."[1]

Websites have changed the way press releases are submitted. Commercial, fee-based press release
distribution services, such as news wire services, or free website services co-exist, making news
distribution more affordable and leveling the playing field for smaller businesses. Such websites hold a
repository of press releases and claim to make a company's news more prominent on the web and
searchable via major search engines.

The use of press releases is common in the field of public relations (PR). Typically, the aim is to attract
favorable media attention to the PR professional's client and/or provide publicity for products or events
marketed by those clients. A press release provides reporters with an information subsidy containing the
basics needed to develop a news story. Press releases can announce a range of news items, such as
scheduled events, personal promotions, awards, new products and services, sales and other financial
data, accomplishments, etc. They are often used in generating a feature story or are sent for the purpose
of announcing news conferences, upcoming events or a change in corporation. Uncritical use or overuse
of press releases by journalists has been dubbed churnalism.

A press statement is information supplied to reporters. This is an official announcement or account of a

news story that is specially prepared and issued to newspapers and other news media for them to make
known to the public

Elements

Technically, anything deliberately sent to a reporter or media source is considered a press release: it is
information released by the act of being sent to the media. However, public relations professionals often
follow a standard format that they believe is efficient and increases their odds of getting the publicity they
desire. The format is supposed to help journalists separate press releases from other PR communication
methods, such as pitch letters or media advisories. Generally, a PR body consists of 4 to 5 paragraphs
with word limit ranging from 400 to 500.

Some of these common structural elements include:

48
Headline – used to grab the attention of journalists and briefly summarize the news.

Dateline – contains the release date and usually the originating city of the press release. If the date listed
is after the date that the information was actually sent to the media, then the sender is requesting a news
embargo, which journalists are under no obligation to honor.

Introduction – first paragraph in a press release, that generally gives basic answers to the questions of
who, what, when, where and why.

Body – further explanation, statistics, background, or other details relevant to the news.

Boilerplate – generally a short "about" section, providing independent background on the issuing
company, organization, or individual.

Close – in North America, traditionally the symbol "-30-" appears after the boilerplate or body and before
the media contact information, indicating to media that the release has ended. A more modern equivalent
has been the "###" symbol. In other countries, other means of indicating the end of the release may be
used, such as the text "ends".

Media contact information – name, phone number, email address, mailing address, or other contact
information for the PR or other media relations contact person.

As the Internet has assumed growing prominence in the news cycle, press release writing styles have
necessarily evolved.[5] Editors of online newsletters, for instance, often lack the staff to convert traditional
press release prose into more readable, print-ready copy. Today's press releases are therefore often
written as finished articles which deliver more than just bare facts. A stylish, journalistic format along with
perhaps a provocative story line and quotes from principals can help ensure wider distribution among
Internet-only publications looking for suitable material.

Video news release

A video news release (VNR) is a video segment made to look like a news report, but is instead created by
a PR firm, advertising agency, marketing firm, corporation, or government agency. They are provided to
television newsrooms to shape public opinion, promote commercial products and services, publicize
individuals, or support other interests. News producers may air VNRs, in whole or in part, at their
discretion or incorporate them into news reports if they contain information appropriate to a story or of
interest to viewers.

Critics of VNRs have called the practice deceptive or a propaganda technique, particularly when the
segment is not identified to the viewers as a VNR. Firms producing VNRs disagree and equate their use
to a press release in video form and point to the fact that editorial judgement in the worthiness, part or
whole, of a VNR's content is still left in the hands of Journalists, Program Producers or the like. The
United States Federal Communications Commission is currently investigating the practice of VNRs.

49
An audio news release, or ANR, is an audio news package that takes the form of a radio news story, but
the message is controlled by the client. Strauss Media Strategies, Inc. has had extensive experience in
writing, producing and distributing ANRs on behalf of hundreds of clients.

Our staff brings extensive experience as writers within the radio news industry to the task of creating
ANRs, and our digital recording and editing facilities ensure the highest quality.

Soundbites, or actualities, recorded by Strauss Media Strategies staff, are usually included as part of an
ANR. We have access to an extensive group of top-flight professional voice talent to give your ANR the
sound that you desire.

Once the ANR is written, produced, recorded and given a final edit, it is distributed to radio outlets across
the country. Strauss Media Strategies has special arrangements with national radio networks such as
ABC Radio and CBS Radio for general distribution of ANRs across the country. In addition we can
provide guaranteed broadcast of an ANR on three national networks and more than thirty state networks.
And, if it meets the needs of a specific campaign, the Strauss Media Strategies staff can directly pitch the
ANR to targeted radio stations in all areas of the country. Our services also include Spanish-language
ANR services

News conference

A news conference or press conference is a media event in which newsmakers invite journalists to hear
them speak and, most often, ask questions. A joint press conference instead is held between two or more
talking sides.

Reporters raise their hand to signal that they wish to ask a question.

In a news conference, one or more speakers may make a statement, which may be followed by questions
from reporters. Sometimes only questioning occurs; sometimes there is a statement with no questions
permitted.

A media event at which no statements are made, and no questions allowed, is called a photo opportunity.
A government may wish to open their proceedings for the media to witness events, such as the passing of
a piece of legislation from the government in parliament to the senate, via a media availability.

Television stations and networks especially value news conferences: because today's TV news programs
air for hours at a time, or even continuously, assignment editors have a steady appetite for ever-larger
quantities of footage

News conferences are often held by politicians (such as the President of the United States); by sports
teams; by celebrities or film studios; by commercial organizations to promote products; by attorneys to
promote lawsuits; and by almost anyone who finds benefit in the free publicity afforded by media
coverage. Some people, including many police chiefs, hold news conferences reluctantly in order to avoid
dealing with reporters individually.

50
A news conference is often announced by sending an advisory or news release to assignment editors,
preferably well in advance. Sometimes they are held spontaneously when several reporters gather
around a newsmaker.

News conferences can be held just about anywhere, in settings as formal as the White House room set
aside for the purpose to as informal as the street in front of a crime scene. Hotel conference rooms and
courthouses are often used for news conferences.

U.S. Presidential press conference

When the President of the United States holds a press conference, he takes questions from the press
pool in a specific order: wire services (for decades, Helen Thomas of UPI had the first question),
broadcast networks, national newspapers, newsmagazines, video and, lastly, regional newspapers.
[citation needed] In crisis situations, it holds a special value. It offsets all burning questions at that
particular moment.

Media day

Media day is a special press conference event where rather than holding a conference after an event to
field questions about the event that has recently transpired, a conference is held for the sole purpose of
making newsmakers available to the media for general questions and photographs often before an event
or series of events (such as an athletic season) occur. In athletics, teams and leagues host media days
prior to the season and may host them prior to special events during the season like all-star games and
championship games.

A press kit, often referred to as a media kit in business environments, is a pre-packaged set of
promotional materials of a person, company, or organization distributed to members of the media for
promotional use. They are often distributed to announce a release or for a news conference.

Uses

Press kits are commonly used for:

Product launches

New company launch

Mergers and acquisitions

News conferences

Large events / Industry trade shows

Common components

Backgrounder with historical information on the company or individual.

Fact sheet listing specific features, statistics, or benefits.

51
Biographies of key executives, individuals, artists, etc.

Past press coverage

Photos or other images (high resolution) of key executives, logos, products, etc.

A press release detailing the current news the media kit is sent in reference to

Media contact information (usually of a public relations department or spokesperson)

A CD, DVD, software title, video, etc. as appropriate for the sender of the release

Collateral advertising material, such as: postcard, flier, newspaper ad, etc.

Band press kits

Press kits are a common promotional tool used by musicians when launching a new album. Band press
kits often have their own unique set of components, including:[citation needed]

Band biography / History of the band

CD

Color photos (many corporate photos are done in black and white for newspaper print purposes)

Contact information for the band's label, manager, publicist, or other representative

Discography (all previous albums released by the band)

Equipment list (if the kit is being sent to live music venue)

Sports media guides

Electronic press kit (EPK)

An electronic press kit (EPK) is a press kit equivalent in electronic form. An EPK usually takes the form of
a website or e-mail, though they are also known to exist in CD and DVD form. The first known EPK, as we
know it today, premiered live on the web on January 8, 1995 and was invented and given the exact name
electronic press kit or EPK by Andre Gray, the inventor of online music sales certifications and winner of
The Johannes Gutenberg Inventor Prize. Gray's EPK featured a bio, audio clips, videos, photos, press,
set list, basic technical requirements, and a calendar and featured R&B singer and songwriter Aaron Hall
as the first artist ever to have an EPK created on their behalf.

Distribution formats

An electronic press kit can be distributed via the following media:

CD

DVD

Video or audio cassette

52
The Internet (e.g. E-mail, WWW, newsgroups, etc.)

USB flash drive

Electronic press kits are also available on corporate websites, where kits are offered in PDF format.

Contents

Contents depend on the industry and target audience. For instance, an EPK in the music industry might
contain the following:

Biography

Music clips

High resolution press photos

Tour dates

Promotional videos

Offline website or website links

Press reviews and interviews

"RIYL" or "recommended if you like" list (list of artists in similar styles or genres)

Contact information

High resolution photos or images of key executives, the company logo, products, etc.

A press kit, often referred to as a media kit in business environments, is a pre-packaged set of
promotional materials of a person, company, or organization distributed to members of the media for
promotional use. They are often distributed to announce a release or for a news conference.

Uses

Press kits are commonly used for:

Product launches

New company launch

Mergers and acquisitions

News conferences

Large events / Industry trade shows

Common components

Backgrounder with historical information on the company or individual.

Fact sheet listing specific features, statistics, or benefits.

53
Biographies of key executives, individuals, artists, etc.

Past press coverage

Photos or other images (high resolution) of key executives, logos, products, etc.

A press release detailing the current news the media kit is sent in reference to

Media contact information (usually of a public relations department or spokesperson)

A CD, DVD, software title, video, etc. as appropriate for the sender of the release

Collateral advertising material, such as: postcard, flier, newspaper ad, etc.

Press kits

Press kits are a common promotional tool used by musicians when launching a new album. Band press
kits often have their own unique set of components, including:[citation needed]

Band biography / History of the band

CD

Color photos (many corporate photos are done in black and white for newspaper print purposes)

Contact information for the band's label, manager, publicist, or other representative

Discography (all previous albums released by the band)

Equipment list (if the kit is being sent to live music venue)

Sports media guides

Main article: Media guide

Electronic press kit (EPK)

An electronic press kit (EPK) is a press kit equivalent in electronic form. An EPK usually takes the form of
a website or e-mail, though they are also known to exist in CD and DVD form. The first known EPK, as we
know it today, premiered live on the web on January 8, 1995 and was invented and given the exact name
electronic press kit or EPK by Andre Gray, the inventor of online music sales certifications and winner of
The Johannes Gutenberg Inventor Prize. Gray's EPK featured a bio, audio clips, videos, photos, press,
set list, basic technical requirements, and a calendar and featured R&B singer and songwriter Aaron Hall
as the first artist ever to have an EPK created on their behalf.

Distribution formats

An electronic press kit can be distributed via the following media:

CD

DVD

54
Video or audio cassette

The Internet (e.g. E-mail, WWW, newsgroups, etc.)

USB flash drive

Electronic press kits are also available on corporate websites, where kits are offered in PDF format.

Contents

Contents depend on the industry and target audience. For instance, an EPK in the music industry might
contain the following:

Biography

Music clips

High resolution press photos

Tour dates

Promotional videos

Offline website or website links

Press reviews and interviews

"RIYL" or "recommended if you like" list (list of artists in similar styles or genres)

Contact information

High resolution photos or images of key executives, the company logo, products, etc.

Fact sheet

A fact sheet, factsheet or (in some industries) one-sheet is a presentation of data in a format which
emphasizes key points concisely. The layout is simple and often standardized, e.g. using a table, bullet
points and/or headings, and is usually on a single printed page

Fact sheets often contain product information, technical data, lists, statistics, answers to common
questions (e.g. FAQs), educational material, or how-to, "do-it-yourself" advice. They are sometimes a
summary of a longer document.

Background information

Background information can include a person’s criminal, financial, or behavioral past, and is commonly
used to evaluate prospective employees, tenants, or volunteers. The data might come from public
records, court documents, personal interviews, the media, and other sources that reveal a person’s
history. Some background information is available via the Internet, through resources that identify
convicted sex offenders, property records, and bankruptcy filings in some regions.

55
Laws in some areas require a background check on job applicants who work with children or the elderly.
These searches look for prior instances of abuse, neglect, and similar offenses that make them unsuitable
to work with children or the aged. A background information check may reveal the applicant
misappropriated a client’s money in the past. These investigations might also show the potential
employee was denied a license to operate a child care or elder care facility and prior problems as a
caregiver.

Large firms might use background information to evaluate future employees, especially in executive
positions. They might employ a private investigator to look into the applicant's work history and why he or
she left former employment. Background information services typically interview former coworkers and
friends to obtain information considered private. These investigators typically examine the applicant’s
educational background to confirm information on a resume.

Background information about financial matters commonly comes from property records and some court
documents. Investigators might find a lien or court judgment placed on a job candidate’s home through a
property search. Foreclosure information is another tool to obtain background information about finances,
along with bankruptcy records. Job candidates with financial problems might be more prone to embezzle
money or commit fraud, making them risky in a position of trust.

Criminal records may provide a wealth of information. A history of drunken driving arrests might illustrate
a problem with substance abuse, while domestic assault arrests might indicate a volatile temper. If a
person possesses a conviction for theft or fraud, his or her honesty might be questioned.

Some background information probes include searches of professional and regulatory agency records.
For example, complaints against a doctor or lawyer accused of professional misconduct commonly
become public information. Licensing boards may suspend a professional license or impose a
probationary period on a professional’s ability to work.

Attorneys commonly use background investigations to judge the credibility of expert witnesses who testify
at trial. Information might uncover a conflict of interest that taints a person’s testimony. An investigator
might also find instances where prior statements in professional articles, the media, or previous court
testimony contradict testimony in a current case. An expert witness’s education and membership in
professional organizations is typically part of a background check.

Special Events

These run the gamut from receptions to elegant dinners to stunts. Special events can be designed to
reach a specific narrow target audience, such as individuals interested in college savings plans to major
events like a strawberry festival designed to promote tourism and regional agriculture. Stunts, such as
building the world’s largest ice cream sundae during National Ice Cream month captures the attention of
an audience in the immediate area, but also attracts the attention of mass media such as TV news and
major newspapers, which provide broad reach. The Oscar Mayer Weiner mobile is a classic example,
providing a recognizable icon that travels the country garnering attention wherever it visits. As with all PR

56
programs, special event planners must work hard to ensure the program planned conveys the correct
message and image to the target audience.

CD-ROM

A CD-ROM /ˌsiːˌdiːˈrɒm/ is a pre-pressed optical compact disc which contains data. The name is an
acronym which stands for "Compact Disc Read-Only Memory". Computers can read CD-ROMs, but
cannot write on the CD-ROMs which are not writable or erasable.

Until the mid-2000s, CD-ROMs were popularly used to distribute software for computers and video game
consoles. Some CDs, called enhanced CDs, hold both computer data and audio with the latter capable of
being played on a CD player, while data (such as software or digital video) is only usable on a computer
(such as ISO 9660 format PC CD-ROMs).

The Yellow Book is the technical standard that defines the format of CD-ROMs. One of a set of color-
bound books that contain the technical specifications for all CD formats, the Yellow Book, created by
Sony and Philips in 1988, was the first extension of Compact Disc Digital Audio. It adapted the format to
hold any form of data

Public service announcements

Public service announcements, or PSA's, are short messages produced on film, videotape, DVD, CD,
audiotape, or as a computer file and given to radio and television stations. Generally, PSA's are sent as
ready-to-air audio or video tapes, although radio stations (especially community or public stations, such
as campus radio or National Public Radio affiliates) sometimes prefer a script that their announcers can
read live on the air. They can be done very simply with a single actor reading or performing a message, or
they can be elaborate, slickly-produced messages with music, dramatic story-lines, and sound or visual
effects.

Broadcast media -- radio and television -- are required by the Federal Communications Commission
(FCC) to serve "in the public interest." Most stations use PSA's as one of the ways they meet this
requirement. While they aren't required to donate a fixed percentage of air time per day to PSA's, stations
do have to state in their licensing and renewal applications how much air time they plan to devote to
PSA's. Most stations donate about a third of their commercial spots to non-commercial causes; in other
words, if a station has 18 minutes of commercials in a given hour, six minutes of that will probably be
devoted to PSA's.
Advantages of PSA's
PSA's are generally inexpensive. Since the airtime is donated, your only cost is production. If you keep to
a tight budget, you can make PSA's very cheaply.
Most stations will allow you to include a telephone number for more information in your PSA.
PSA's tend to be really effective at encouraging the audience to do something -- for example, call a phone
number for more information, use condoms, or have your pet spayed or neutered.
PSA's can raise awareness of your issue.
Limitations of PSA's

57
Because PSA's depend on donated time, you'll often find you're not able to get them run on all the media
outlets you'd like to, or you may find yourself at the mercy of station staff members who may be
overworked, arbitrary, or personally opposed to your group's work. PSA's are often run as "filler" in the
middle of the night or during other times when only a few people are listening or watching.
The competition among non-profit groups for free air time is very stiff -- depending on the MARKET, there
could be hundreds of other groups vying for time on any given station. You may not be able to count on
getting a lot of air time for your PSA's.
Stations tend to shy away from "controversial" PSA's. If your group focuses on an issue that is the subject
of heated public debate -- anti-abortion advocacy or gay rights, for example -- you may have a hard time
convincing stations to run your PSA.
Stations may not track and report when your PSA's have been played, but they will do this for paid
advertising.
PSA's do require a bit of work on your part, and they tend to be ineffective at influencing policy. Consider
them more when you have a specific action you want the viewer or listener to take, or coordinate with
other activities designed to influence people's behavior
New media
New media refers to on-demand access to content anytime, anywhere, on any digital device, as well as
interactive user feedback, and creative participation. Another aspect of new media is the real-time
generation of new and unregulated content.
Most technologies described as "new media" are digital, often having characteristics of being
manipulated, networkable, dense, compressible, and interactive.[1] Some examples may be the Internet,
websites, computer multimedia, video games, augmented reality, CD-ROMS, and DVDs. New media
does not include television programs (only analog broadcast), feature films, magazines, books, or paper-
based publications – unless they contain technologies that enable digital interactivity.[2] Wikipedia, an
online encyclopedia, is an example, combining Internet accessible digital text, images and video with
web-links, creative participation of contributors, interactive feedback of users and formation of a
participant community of editors and donors for the benefit of non-community readers. Facebook is an
example of the social media model, in which most users are also participants. Wikitude is an example for
augmented reality. It displays information about the users' surroundings in a mobile camera view,
including image recognition, 3d modeling and location-based approach to augmented reality.
Media Tour
Media tours have traditionally allowed business leaders to attract geographically diverse media attention
for new products or startup companies. But in today's media environment, are media tours still a viable
part of a balanced PR campaign?
A media tour is a coordinated effort to meet with targeted media contacts across multiple geographical
locations.
Business leader have often used media tours to plant the seeds for news stories about a new company, a
new product, or a new way of doing business.
From a business leader's standpoint, the primary purpose of a media tour is promotional. A tour is only
successful if it generates substantial promotional impact for the company or at least enough free publicity
to offset its cost.
But successful media tours aren't trade shows – they require a much more sophisticated approach than a
simple promotional campaign. Journalists care about stories, not product promotions. If your media tour
focuses too much on promotion, your efforts won't translate into the payoff of free publicity.
How Media Tours Work
With the help of an experienced PR person, business leaders plan a series of editorial meetings in either
large media MARKETS (e.g. Boston, Chicago New York) or media markets within a single region (e.g.

58
northeast U.S., the west coast, etc.). Journalists are contacted in advance and a preliminary schedule is
set based on mutual availability.
After meetings have been confirmed, the business leader conducts one-on-one meetings with press
contacts, filling in scheduling gaps with a generous dose of teleconferences and phone calls. A media
tour only lasts a week or two. But if it's done well, media tour follow-up continues for months after the tour
has ended as journalists convert your insights and story ideas into published news items.
Key Success Factors for Media Tours
There are several key success factors associated with a media tour, starting with the involvement of a
qualified PR specialist. Traditional media outlets are experiencing more and more staff cutbacks. It can be
difficult to get access to in-demand journalists without the experience and relationships of a PR
professional.
It's also helpful to approach the tour as an opportunity to establish relationships with vital press contacts.
Would you like to see a features story about your company or product? Absolutely, but you'll get more
mileage if you go into the press tour with the idea of telling a compelling story and creating relationships
(rather than landing feature articles).
Unit four: type of pr 2014/2010/2013
Internal and External Public of Public Relations Contents Introduction

1. Internal Public of Public Relations

1.1 Shareholders/owners/investors relations

1.2 Employees Relations

1.3 Suppliers Relations

1.4 Distributors/Dealers/Retailers Relations

1.5 Other Associate Relations What should Internal Public of Public Relations do?

2. External Public of Public Relations

2.1 Consumer/Customer

2.2 Community Relations

2.3 Media Relations

2.4 Government Relations

2.5 Relationship with FINANCIAL Institutions

2.6 Relations with Action Group

2.7 Relationship with General Public What should External Public of Public Relations do? Summary Conclusion

Introduction Public Relations is the state of the relationship between a company or other organization or a
famous person and the public. Ex. Relationship of Rahul Gandhi with the youth. Who is a public?

2014(internal) 1. Internal Public of Public Relations “Charity begins at home” Internal publics are people employed
by a firm or members of an organization and they are intimately related with the functioning of the organisation.

59
Internal public relations is a special PR discipline which concentrates on enhancing companies relationships with
the employees by facilitating good communication among the management and the employees, boosting their
morale and giving them the right information at the right time.

Many corporate wizard like Hindustan Lever, Telco, Air India, Standard Chartered Bank, etc. suffered setback due
to noncooperation of its internal publics. Hindustan Lever= Employees’ union expose various anticustomer
practices. Telco= one-day national strike across India by it’s employees in 2008. Telco launched a massive
corporate image building advertisement based on team work but fail.

Internal Public of Public Relations includes relations with 1. Shareholders or Investors 2.Employees 3.Suppliers
4.Distributors 5.Retailers/ Dealers 6. Other business associations

1.1 Shareholders/owners relations Shareholder is the legal owner of the company. Shareholders deserves fair
treatment, get statutory information, transfer of shares to them, information on change of address or non-receipt
of dividend. Most of the time the Company’s PR function seems to be performed only in rebuttal or quick requital
after the complaint appears in newspapers.

1.2 Employees Relations Employees are the hands and feet of the company The principle of self-respect, self-
determination and self judgment are to be applied when dealing with employees. The leadership and management
styles of our executives, their values, attitudinal profile, all have undergo a sea-change in order to effectively deal
with the situation.

1.3 Suppliers Relations Suppliers are the business associates of the company who provide all types of raw material
for the business activities of the company. Suppliers need the company and the company need the suppliers. Ex.
Automobiles co. Like MarutiUdyog, Telco, Eitcher etc. depend heavily on their suppliers.

1.4 Distributors/Dealers/Retailers Relations “Distributors are the face of the company” Retailer/Distributers/
TRADERS are the friend, philosopher, and guide of the customers or clients. In order to build up the company
relationship Internal PR needs to announce the various schemes available for them like prizes, discount, and
provide them alternatives both monetary and non-monetary benefits.

1.5 Other Associate Relations It comprises of promoters, Management consultants, lawyers, solicitors, auditors,
friends and family members of the directors of the company and the advisers of the company. Copies of company
publications, annual reports, new issues, preferential issues etc., should be regularly sent to them to give them
special feeling that they matter to the company and they are eligible for these privileges. Congratulatory letters on
their birthdays, marriage anniversary, special achievement is a good gesture.

What should Internal Public of Public Relations do? • Share key messages with all the members. • Give recognition
to people during birthday or when they receive award. • Internal Publics professionals keep the image of the
company fly high. • Internal Publics of an organisation looks into the goodwill of its collaborators and maintain
good relations. • They take corrective actions when problems arises within the company.

2. External Public of Public Relations External publics are people and organizations that are clients doing business
with a firm or agency or company. Ex. Coalgate scam-company influence the politicians and politicians allocates
nation's coal deposits to them External Publics concentrate on issues pertaining the values, policies, procedures
and attitude of the company towards various groups of people in society. (subject matter of external publics)

External Publics of Public Relations includes 1. Consumers/Customers 2.Community 3.Mass Media 4.Government
5.FINANCIAL Institutions 6.Action Groups 7. General Publics

60
2.1 Consumer/Customer Customer is the centre of today’s business activity. “A customer or consumer is not a
means of business, but he is the purpose of business. He is not an intruder on our premises, he is our quest. He is
the last inspector of our quality and he is always right”. Mahatma Gandhi Customer education, MARKET research,
public opinion polls, customer satisfaction level, after sales services and constant relations is a must for company
to public. Ex. Customer meet, free servicing by Usha Sewing machine, Godrej typewriters

2.2 Community Relations Looking after and protecting the interest of the community is the essence of community
relations In gratitude to public companies need to provide various types of services, education service, sewage and
sanitation facilities and others Participation in community’s social and cultural functions, making generous
contribution towards its success by giving donation and infrastructural support leads to goodwill and longer lasting
relations between the company and its community.

2.3 Media Relations Mass media gives mass exposure to company’s activity. It includes Print Media and Electronic
Media The wining, dining, or gifting image of public relations practitioners is greatly due to how they interact with
media

2.4 Government Relations The purpose of the relationship with government seems to be disappearing because of
vested interest of Individual or corporate. Government and its machinery can be divided into two categories
depending on their characteristics. i.e. politicians and bureaucrats. Ex. Sugar and cement industry as a whole make
substantial donations to political parties to seek favours after elections

2.5 Relationship with FINANCIAL Institutions “Finance is the life blood of business” Visit site and plant of the
company, giving details of their projects, technical and financial collaboration and market projection helps the
financial institutions to understand the company’s plan better and thus gain more confidence. Timely submission
of progress reports, payment of principal and interest amount and keeping financial institution abreast with the
latest relevant information further helps the company to strengthen its credibility and goodwill with financial
institution.

2.6 Relations with Action Group Action Group is a group of people that work together to try to achieve changes
relating to a particular situation or in order to help a particular group of people Small in number but very high in
terms of their potential in building or harming the company They have high ego and esteem profile because of
power, credibility and ability to influence masses. Ex. TarunTejpal

2.7 Relationship with General Public General public is the ultimate judge of all the activities of the company, based
on which it will survive or die. Companies need to show interest on social issues such as illiteracy, environment
protection, pollution control to improve the quality of life of public and not just their ‘Product or Brand’ Ex. Parle
Beverages Ltd., or Cadbury India Ltd., have suffered massive setbacks whenever they got involved in some
controversies.

What should External Public of Public Relations do? • Determine target outlets. Consider what local newspapers,
Web sites, newsletters, radio stations, cable outlets and television stations provide news in community. Make a list
of these top outlets and find contact information (usually available on their Web site) for each one. • Build
relationships • Prepare PR tools like fact sheet of the organisation or company, its background and its plans for the
year. • Enjoy news release success. • Evaluates and consider the audience

The internal publics of an organisation are part of that core group which has very intimate relationship and a stake
in the company. Company need to win their loyalty, confidence, trust them and provide them facilities. The

61
external publics of a company consist of Consumers/Customers, Community, Mass Media, Government, FINANCIAL
Institutions, Action Groups and General Publics.

The public relations activities of the company are confined to its internal and external publics. If internal publics
respect the company and hold it in high esteem, directly and indirectly, they create a favourable environment for
the company to approach external publics. Good internal and external public relations is like the blood in the
human body. “unity within and support from without will make a person/company/ organisation soar high”.

Employee Relations2013/

Every individual shares a certain relationship with his colleagues at the workplace. The relationship is either warm,
so-so or bad. The relationship can be between any one in the organization - between co workers, between an
employee and his superior, between two members in the management and so on. It is important that the
employees share a healthy relationship with each other to deliver their best performances.

An individual spends his maximum time at the workplace and his fellow workers are the ones with whom he
spends the maximum hours in a day. No way can he afford to fight with his colleagues. Conflicts and
misunderstandings only add to tensions and in turn decrease the productivity of the individual. One needs to
discuss so many things at work and needs the advice and suggestions of all to reach to a solution which would
benefit the individual as well as the organization.

No individual can work alone. He needs the support and guidance of his fellow workers to come out with a brilliant
idea and deliver his level best.

Employee relations refer to the relationship shared among the employees in an organization. The employees must
be comfortable with each other for a healthy environment at work. It is the prime duty of the superiors and team
leaders to discourage conflicts in the team and encourage a healthy relationship among employees.

Life is really short and it is important that one enjoys each and every moment of it. Remember in an organization
you are paid for your hard work and not for cribbing or fighting with each other. Don’t assume that the person
sitting next to you is your enemy or will do any harm to you. Who says you can’t make friends at work, infact one
can make the best of friends in the office. There is so much more to life than fighting with each other. Observation
says that a healthy relation among the employees goes a long way in motivating the employees and increasing
their confidence and morale. One starts enjoying his office and does not take his work as a burden. He feels
charged and fresh the whole day and takes each day at work as a new challenge. If you have a good relation with
your team members you feel going to office daily. Go out with your team members for a get together once in a
while or have your lunch together. These activities help in strengthening the bond among the employees and
improve the relations among them.

An employee must try his level best to adjust with each other and compromise to his best extent possible. If you
do not agree to any of your fellow worker’s ideas, there are several other ways to convince him. Sit with him and
probably discuss with him where he is going wrong and needs a correction. This way he would definitely look up to
you for your advice and guidance in future. He would trust you and would definitely come to your help whenever
you need him. One should never spoil his relations with his colleagues because you never know when you need the
other person. Avoid using foul words or derogatory sentences against anyone. Don’t depend on lose talk in office
as it spoils the ambience of the place and also the relation among the employees. Blame games are a strict no no in
office.

62
One needs to enter his office with a positive frame of mind and should not unnecessarily make issues out of small
things. It is natural that every human being can not think the way you think, or behave the way you behave. If you
also behave in the similar way the other person is behaving, there is hardly any difference between you and him.
Counsel the other person and correct him wherever he is wrong.

It is of utmost importance that employees behave with each other in a cultured way, respect each other and learn
to trust each other. An individual however hardworking he is, cannot do wonders alone. It is essential that all the
employees share a cordial relation with each other, understand each other’s needs and expectations and work
together to accomplish the goals and targets of the organization.

Employee Relations involves the body of work concerned with maintaining employer-employee relationships that
contribute to satisfactory productivity, motivation, and morale. Essentially, Employee Relations is concerned with
preventing and resolving problems involving individuals which arise out of or affect work situations.

Advice is provided to supervisors on how to correct poor performance and employee misconduct. In such
instances, progressive discipline and regulatory and other requirements must be considered in effective
disciplinary actions and in resolving employee grievances and appeals. Information is provided to employees to
promote a better understanding of management's goals and policies. Information is also provided to employees to
assist them in correcting poor performance, on or off duty misconduct, and/or to address personal issues that
affect them in the workplace. Employees are advised about applicable regulations, legislation, and bargaining
agreements. Employees are also advised about their grievance and appeal rights and discrimination and
whistleblower protections.

stockholder

A shareholder or stockholder is an individual or institution (including a corporation) that legally owns a

share of stock in a public or private corporation. Shareholders are the owners of a limited company. They
buy shares which represent part ownership of a company.

Stockholders are granted special privileges depending on the class of stock. These rights may include:

The right to sell their shares.

The right to vote on the directors nominated by the board.

The right to nominate directors (although this is very difficult in practice because of minority protections)
and propose shareholder resolutions.

The right to dividends if they are declared.

The right to purchase new shares issued by the company.

The right to what assets remain after a liquidation.

Stockholders or shareholders are considered by some to be a subset of stakeholders, which may include
anyone who has a direct or indirect interest in the business entity. For example, employees, suppliers,
customers, the community, etc., are typically considered stakeholders because they contribute value
and/or are impacted by the corporation.

63
Shareholders in the primary market who buy IPOs provide capital to corporations; however, the vast
majority of shareholders are in the secondary market and provide no capital directly to the corporation.

Dealer

A person or firm in the business of buying and selling securities for their own account, whether through a
broker or otherwise. A dealer is defined by the fact that it acts as principal in trading for its own account,
as opposed to a broker who acts as an agent in executing orders on behalf of its clients. A dealer is also
distinct from a trader in that buying and selling securities is part of its regular business, while a trader
buys and sells securities for his or her own account but not on a business basis.

Dealer may refer to:

Antique dealer, someone who sells Antiques Art dealer, gallerist, a person or company that buys and sells
works of art Broker-dealer, a legal term for a business firm that buys and sells securities before selling the
securities to customers Car dealership Croupier or poker dealer, the player who deals cards, or the
employee of a gaming establishment who deals the cards Dealer (franchising), a person who sells on
behalf of a company or organization, particularly in the automobile industry Dealer a song by Deep Purple
from their 1975 album, Come Taste the Band Dealer, a song by Traffic from their 1967 album, Mr.
Fantasy

Dealers (film), a 1989 British film

Dealers (TV series), a reality television series where five art and antique dealers bid on items

Drug dealer, a person who sells illegal drugs

A person or business firm acting as a middleman to facilitate distribution of securities or goods. Typically,
a dealer buys for his or her own account and sells to a customer from the dealer's inventory. Thus a
dealer acts as a principal rather than as an agent. The dealer's profit or loss is the difference between the
price he pays and the price he receives for the same security or goods. The same individual or company
may, at different times, function as a dealer or as a broker, who buys and sells for his clients' accounts

Customer retention 2014

Customer retention is the activity that a selling organization undertakes in order to reduce customer
defections. Successful customer retention starts with the first contact an organization has with a customer
and continues throughout the entire lifetime of a relationship.[1] A company’s ability to attract and retain
new customers, is not only related to itsproduct or services, but strongly related to the way it services its
existing customers and the reputation it creates within and across the marketplace.

Customer retention is more than giving the customer what they expect, it’s about exceeding their
expectations so that they become loyal advocates for your brand. Creatingcustomer loyalty puts
‘customer value rather than maximizing profits and shareholder value at the center of business strategy’.

64
[2]
The key differentiation in a competitive environment is often the delivery of a consistently high standard
of customer service.

Customer retention has a direct impact on profitability. Research by John Fleming and Jim Asplund
indicates that engaged customers generate 1.7 times more revenue than normal customers, while having
engaged employees and engaged customers returns a revenue gain of 3.4 times the norm.

Community relations2014

Comprehensive, ongoing community relations programs can help virtually any organization
achieve visibility as a good community citizen and put the organization on the receiving
end of the goodwill of the community in which it is located. Banks, utilities, radio and
television stations, and major retailers and corporations are some of the types of
organizations most likely to have ongoing programs that might include supporting urban
renewal, performing arts programs, social and educational programs, children's programs,
community organizations, and construction projects. Support may be financial or take the
form of employee participation.

Organizations have the opportunity to improve goodwill and demonstrate a commitment to

their communities when they open new offices, expand facilities, and open new factories.
One company increased community awareness of its presence by converting a vacant
building into a permanent meeting place. Another company built its new headquarters in
an abandoned high school that it renovated. Mutual of Omaha scheduled an anniversary
celebration and awards dinner to coincide with the dedication of its new underground
office building to generate additional media coverage.

One of the more sensitive areas of community relations involves plant closings. A well-
planned public relations campaign, combined with appropriate actions, can alleviate the
tensions that such closings cause. Some elements of such a campaign might include
offering special programs to laid-off workers, informing employees directly about proposed
closings, and controlling rumors through candid and direct communications to the
community and employees.

Organizations conduct a variety of special programs to improve community relations,

including providing employee volunteers to work on community projects, sponsoring

65
educational and literacy programs, staging open houses and conducting plant tours,
celebrating anniversaries, and mounting special exhibits. Organizations are recognized as
good community citizens when they support programs that improve the quality of life in
their community, including crime prevention, employment, environmental programs,
clean-up and beautification, recycling, and restoration.

Sometimes it is necessary for an organization to gain community support for a particular

action, such as a new development or factory. One real estate developer elicited favorable
media coverage and brought praise from local government by preserving a historic estate
that was on a site that had been proposed for development. A utility company mobilized its
employees to win community support for a proposed nuclear power plant. They
participated in a telephone campaign, attended council meetings in area communities, and
volunteered as guides for plant open houses.

Government relations2014/

it is an educational process mixed in with a liberal amount of advocacy. Simply put, it is an essential component of
any business that is subject to government regulations.

At its core, government relations is an educational process: educating business and industry leaders about the
governmental process; educating officials about the issues important to business or other constituencies; and
educating governmental and business leaders, and the public, about the potential consequences of legislation.

Law has an impact on business, but business professionals do not always comprehend the difficulties of running a
country and politicians do not always understand the complexities of running a business, so educating both about
the potential effect legislation could have on an industry is an essential part of the law-making process.

Without an understanding of the law-making process, opportunities to shape the outcome of legislation that
affects a given business can be missed. Government relations specialists educate clients about the law-making
process and identify and monitor important issues – issues that affect their business. Once these issues are
identified, government relations specialists offer advice on how to influence the underlying laws and public policy.
And, when necessary, ensure that their client’s position is considered in the debate by lobbying public officials,
staff, and/or the general public.

Naturally, lobbying can influence the law and it can be quite simple. It requires two things: knowledge of the given
system of government and contacts.

Ultimately, what government relations professionals do is make the case for their business or their client’s
business in the public policy arena.

Media relations 2014/

66
Media relations involves working with media for the purpose of informing the public of an organization's
mission, policies and practices in a positive, consistent and credible manner. Typically, this means
coordinating directly with the people responsible for producing the news and features in the mass media.
The goal of media relations is to maximize positive coverage in the mass media without paying for it
directly through advertising.

Many people use the terms public relations and media relations interchangeably; however, doing so is
incorrect. Media relations refer to the relationship that a company or organization develops
with journalists, while public relations extend that relationship beyond the media to the general public.[1]

It is possible for communication between the media and the organization to be initiated by either side,
however dealing with the media presents unique challenges in that the news media cannot be controlled
— they have ultimate control over whether stories pitched to them are of interest to their audiences.
[2]
Because of this fact, ongoing relationships between an organization and the news media are vital. One
way to ensure a positive working relationship with media personnel is to become deeply familiar with their
"beats" and areas of interests. Media relations and public relations practitioners should read as
many magazines, journals, newspapers, and blogs as possible, as they relate to one's practice.

Organizations often compile what is known as a media list, or a list of possible media outlets who may be
interested in an organization's information. The media can consist of thousands of magazine publications,
newspapers, and TV and radio stations. Therefore, when a "newsworthy" event occurs in an organization,
a media list can assist in determining which media outlet may be the most interested in a particular story.
[3]

Working with the media on behalf of an organization allows for awareness of the entity to be raised as
well as the ability to create an impact with a chosen audience. It allows access to both large and
small target audiences and helps in building public support and mobilizing public opinion for an
organization.[4] This is all done through a wide range of media and can be used to encourage two-way
communication.

Possible reasons an organization may reach out to the media are:[5]

 Launch of a new product/service

 Initiation of new factories/offices
 Financial results
 Organization sponsored events or awards
 Launch of organization promotional campaigns
 Recent disasters, strikes or organizational closures
 Awards/accolades for the company
 Visits from company dignitaries/celebrities
 Involvement in local/community activities

67
 Community Engagement

Contributors

Contributors: should the organization through public relations work to strengthen its reputation and
financial Rkzha so as to ensure the survival of its strength in the speculative market, and to ensure
respect for the shareholders and the public have confidence in them, and this requires providing them
with information in various media.

Suppliers

The suppliers of key individuals who must establish strong relationships with them, especially for large
installations, which have to buy large quantities of various types of goods and services is no doubt that the
establishment of a close and good relations between suppliers and established can the latter to get the best goods
and services in the most appropriate Price at the time that you want, and no doubt that this relationship would
enable a company to obtain excellent treatment by its suppliers.

Educational institutions

Organizations have undertaken a variety of programs to educate consumers, building goodwill and helping avoid
misunderstandings in the process. Some examples of trade association activity in this area include the Soap and
Detergent Association preparing a guide on housecleaning to be used in educational programs for new public
housing residents. The National Association of Manufacturers held local open houses to educate the public about
local businesses. The general public was allowed to make toll-free telephone calls to a pesticide symposium
conducted by two agricultural associations. The automotive industry established the Automobile Information
Council as a source of industry news and information. An association of accountants undertook to educate the
public concerning new tax laws.

Other opportunities for educating consumers include sponsoring television and radio programs, producing
manuals and other printed materials, producing materials for classroom use, and releasing the results of surveys.
In addition to focusing on specific issues or industries, educational programs may seek to inform consumers about
economic matters and business in general.

Investor Relations

Investor Relations(IR) is a strategic management responsibility that is capable of integrating finance,

communication, marketing and securities law compliance to enable the most effective two-way communication
between a company, the financial community, and other constituencies, which ultimately contributes to a
company's securities achieving fair valuation. (Adopted by the NIRI Board of Directors, March 2003.) The term
describes the department of a company devoted to handling inquiries from shareholders and investors, as well as
others who might be interested in a company's stock or financial stability.

Typically investor relations is a department or person reporting to the Chief Financial Officer (CFO) or Treasurer. In
some companies, investor relations is managed by the public relations or corporate communications departments,
and can also be referred to as "financial public relations" or "financial communications". Investor relations is
considered a specialty of public relations by the U.S. Department of Labor.[1]

68
Many larger publicly traded companies now have dedicated IR officers (IROs), who oversee most aspects of
shareholder meetings, press conferences, private meetings with investors, (known as "one-on-one" briefings),
investor relations sections of company websites, and company annual reports. The investor relations function also
often includes the transmission of information relating to intangible values such as the company's policy on
corporate governance or corporate social responsibility. Recently, the field has trended toward an increasingly
popular movement for "interactive data", and the management of company filings through streaming-data
solutions such as XBRL or other forms of electronic disclosure have become prevalent topics of discussion amongst
leading IROs worldwide. The investor relations function must be aware of current and upcoming issues that an
organization or issuer may face, particularly those that relate to fiduciary duty and organizational impact. In
particular, it must be able to assess the various patterns of stock-trading that a public company may experience,
often as the result of a public disclosure (or any research reports issued by financial analysts). The investor
relations department must also work closely with the Corporate Secretary on legal and regulatory matters that
affect shareholders.

While most IROs would report to the Chief Financial Officer, they will usually report to the Chief Executive Officer
(CEO) and Board of Directors and/or President of the corporation. This means that as well as being able to
understand and communicate the company's financial strategy, they are also able to communicate the broader
strategic direction of the corporation and ensure that the image of the corporation is maintained in a cohesive
fashion.

non-governmental organization or non-governmental organisation in English (NGO) is an organization

that is neither a part of a government nor a conventional for-profit business. Usually set up by ordinary
citizens, NGOs may be funded by governments, foundations, businesses, or private persons. Some avoid
formal funding altogether and are run primarily by volunteers. NGOs are highly diverse groups of
organizations engaged in a wide range of activities, and take different forms in different parts of the world.
Some may have charitable status, while others may be registered for tax exemption based on recognition
of social purposes. Others may be fronts for political, religious or other interest groups.

The number of NGOs operating in the United States is estimated at 1.5 million.[1] Russia has 277,000
NGOs.[2] India is estimated to have had around 2 million NGOs in 2009, just over one NGO per 600
Indians, and many times the number of primary schools and primary health centres in India.[3][4]

NGOs are difficult to define, and the term 'NGO' is not used consistently. As a result, there are many
different classifications in use. The most common focus is on 'orientation' and 'level of operation'. An
NGO's orientation refers to the type of activities it takes on. These activities might include human rights,
environmental, or development work. An NGO's level of operation indicates the scale at which an
organization works, such as local, regional, national or international.[5]

One of the earliest mentions of the term "NGO" was in 1945, when the United Nations (UN) was created.
The UN, which is an inter-governmental organization, made it possible for certain approved specialized
international non-state agencies—i.e., non-governmental organizations—to be awarded observer status
at its assemblies and some of its meetings. Later the term became used more widely. Today, according to
the UN, any kind of private organization that is independent from government control can be termed an
"NGO", provided it is not-for-profit, non-criminal and not simply an opposition political party.

69
One characteristic these diverse organizations share is that their non-profit status means they are not
hindered by short-term financial objectives. Accordingly, they are able to devote themselves to issues
which occur across longer time horizons, such as climate change, malaria prevention or a global ban on
landmines. Public surveys reveal that NGOs often enjoy a high degree of public trust, which can make
them a useful - but not always sufficient - proxy for the concerns of society and stakeholders.[6]
Role public relations in government

Public relations role in government:

The Government public relations contribute to:

1. Implementation of public policy.

2. Assisting the news media in coverage of government activities.

3. Reporting the citizenry on agency activities.

4. Increasing the internal cohesion of the agency.

5. Increasing the agency’s sensitive to its public’s.

6. Mobilization of support for the agency itself.

Public Relations for Government (objectives and organizations)

National Objectives:

The basic function of the government Public Relations department / agencies

is to provide information, education/instruction to the citizens. The effort should also motivate the people
directly or indirectly, to discharge these functions in a meaningful and purposeful manner, it is necessary that
the Public Relations Department / wing should be clear about the broad objectives which guide their work.

The national objective should be non-political, non-controversial, and on

which there should be a national consensus. The objectives should further the

interests and the well being of the public as a whole and promote the many sided development of the country.
The objectives should be long term ones and need not necessarily change with political vagaries.

Public relations is fundamentally the art and science of establishing relationships between an organization and its
key audiences. Public relations plays a key role in helping business industries create strong relationships with
customers.

Public relations involves supervising and assessing public attitudes, and maintaining mutual relations and
understanding between an organization and its public. The function of public relations is to improve channels of
communication and to institute new ways of setting up a two-way flow of information and understanding.

Public relations is effective in helping:

70
* Corporations convey information about their products or services to potential customers

* Corporations reach local government and legislators

* Politicians attract votes and raise MONEY, and craft their public image and legacy

* Non-profit organizations, including schools, hospitals, social service agencies etc. boost support of their programs
such as awareness programs, fund-raising programs, and to increase patronage of their services

Public relations in present times employs diverse techniques such as opinion polling and focus groups to evaluate
public opinion, combined with a variety of high-tech techniques for distributing information on behalf of their
clients, including the internet, satellite feeds, broadcast faxes, and database-driven phone banks.

As public image is important to all organizations and prominent personalities the role of public relations specialist
becomes pertinent in crisis situations. Public relations agencies provide important and timely transmission of
information that helps save the face of the organization. In the words of the Public Relations Society of America
(PRSA), "Public relations helps an organization and its public adopt mutually to one another."

Experienced public relations agencies have formulation press releases into which they can plug the company news,
as well as a targeted list of publications for their industry. Truly good public relations agencies generally have a
good working relationship with key reporters, boosting their chances of getting coverage. Some public relations
agencies deal only with large, established clients, while smaller boutique public relations agencies specialize in
certain areas.

At present public relations as a career option exists in private companies or government institutions that actively
MARKET their product, service and facilities. Public relations training courses are widespread in educational
institutions. According to the U.S. Bureau of Labor Statistics, there were 122,000 public relations specialists in the
United States in 1998 and approximately 485,000 advertising, MARKETING, and public relations managers working
in all industries.

Most public relations practitioners are recruited from the ranks of journalism. Public relations officers are highly
trained professionals with expertise and knowledge in many areas, for example shareholder management during a
crisis, the evolving role of the in-house public relations professional, account management skills for public
relations, an introduction to FINANCIAL public relations, an introduction to consumer public relations, an
introduction to public relations software etc.

Unit five:

Restoring Credibility

Credibility once lost is difficult to regain Nevertheless, a number of policies if implemented and practiced by
businesses individually and collectively, , can substantially contribute to the re establishment of public trust.

Openness and Honesty

As a first step, business must tear down the walls. The notion that public relations can be used as a shield is passé.
The idea that the corporate domain is impervious to the prying eyes and ears of consumers, competitors, the
media,

71
and the regulators is an illusion . Honesty is no longer just the best policy; it is the only policy when even painful
truths cannot be securely and permanently hidden. Procter & Gamble’s handling of Rely tampons, Johnson &
Johnson’s Tylenol response, and the Pepsi syringe hoax all show how businesses have become more open and
forthcoming . Spotlight 16.2 discusses communication concerning an environmental project. Complete candor and
forth rightness is the only way to achieve credibility This candor must be active rather than passive. It is not
enough to say,“I will answer any question when you know that your audience does not necessarily know what
questions to ask Instead, businesses must listen to their constituents (including employees, customers, regulators,
and other stakeholders) and respond to their incompletely articulated questions and concerns.

American corporations, represented by their upper-level executives, must reach out into their communities
directly and through the media on a regular and continuing basis, responding to public concerns and explaining the
impacts and rationales for corporate actions and decisions. Chief executive officers recognize in most cases that
they should play a leading role in public outreach. It is no longer uncommon for top executives to spend one-fourth
to more than one-half of their time on externalities

Openness, in this case, refers again to many publics. Employees need more information on the finances,
economics, and policies of their employers. Members of communities in which businesses operate should be
informed in advance of decisions and actions that may affect them. Corporations have already painfully learned
that voluntary disclosures of corporate problems, mistakes, or wrongdoing hurt far less than the consequences of
not being forthcoming

Consistent Actions The second step in restoring the credibility of business is to

remove the glaring contradictions of business behavior. What business says and what it does should correspond.
Fast-food chains McDonald’s, Burger King, and Wendy’s ensure the animal products they purchase are produced in
a humane manner by only buying from those who agree to meet certain standards and conditions such as
unannounced inspections.24 Not walking the talk leads to problems. Although Bel South says it is committed to
equal and respectful treatment of every employee, it was served with a class-action lawsuit charging racial
discrimination against African Americans

Social Responsibility Third, if business is to be treated and trusted as a central

force in American society, it must address issues perceived as crucial to society. Businesses must be visibly involved
in public issues, making substantial commitments in time, energy, resources, and discipline toward solving
problems of public importance In a sense, the focus of corporate concerns needs to be refined. As one former
major corporate CEO put it: “Companies like ours are public institutions with several publics to account to—not
just shareholders. This requires a different type of informational approach. Part of my job is to be a public figure
and to take positions on public

issues, not just company activities.”

Public Education Finally, business must strive to offer the public a better understanding of what it can do, what it
cannot do, how it operates, and the constraints on its operations. Public expectations, must be brought into line
with reality Renewed credibility must be built on a firm foundation of honest performance,

72
open communication, and removal of inconsistencies between performance and communication. Business should
reemphasize its commitments to problem solving in are as usually considered beyond its purview, and business
should avoid creating or encouraging expectations that cannot be met. Restoring business credibility is, however,
only a first step in the overall rehabilitation of public attitudes toward business. Public attitudes toward business
are developed neither

by reading stories about business in the newspaper nor by listening to the pronouncements of executives in public
forums. Most people develop their opinions as a result of their experiences as consumers, employees, or investors.
Every interaction between buyer and seller or employee and employer has not only economic but also educational
and political implications Polls have revealed the widespread belief that business lacks concern for the consumer.
Harris found that 71 percent of the population feels business would do nothing to help the consumer if it might
reduce its own profits—unless forced. A New York Times article noted how disgruntled customers are turning to
the Internet to vent their frustrations

with unresponsive companies. Although the complaints vary from serious to minor to furious, all share a common
theme: that the people filing the complaints deservebetter

It is really not necessary to go to the pollsters or the Internet to discover consumer It is really not necessary to go
to the pollsters or the Internet to discover consumer

dissatisfaction. Everyone has not one but several horror stories about their experiences as a customer, including
battles with computers, insensitive salespeople, false and misleading advertising, abusive repair services, warranty
problems, and so on. At the heart of all such difficulties is the consumer’s perception that business is unconcerned
and

unresponsive. Business, on too many occasions, reinforces feelings of depersonalization and alienation—of being
just a number. It is in this fertile ground of hostility and alienation that the roots of the consumer movement have
grown.

Crisis management

Crisis management is the process by which an organization deals with a major event that threatens to harm the
organization, its stakeholders, or the general public. The study of crisis management originated with the large-scale
industrial and environmental disasters in the 1980s

Three elements are common to a crisis:

(a) a threat to the organization,

(b) the element of surprise,

(c) a short decision time. Venette argues that "crisis is a process of transformation where the old system can no
longer be maintained." Therefore the fourth defining quality is the need for change. If change is not needed, the
event could more accurately be described as a failure or incident.

In contrast to risk management, which involves assessing potential threats and finding the best ways to avoid
those threats, crisis management involves dealing with threats before, during, and after they have occurred. It is a
discipline within the broader context of management consisting of skills and techniques required to identify,

73
assess, understand, and cope with a serious situation, especially from the moment it first occurs to the point that
recovery procedures start.

Types of crisis

During the crisis management process, it is important to identify types of crises in that different crises necessitate
the use of different crisis management strategies.[7] Potential crises are enormous, but crises can be clustered.[7]

Lerbinger[8] categorized eight types of crises

Natural disaster

Technological crises

Confrontation

Malevolence

Organizational Misdeeds

Workplace Violence

Rumours

Terrorist attacks/man-made disasters

Natural crisis[edit]

Natural crises, typically natural disasters considered as 'acts of God,' are such environmental phenomena as
earthquakes, volcanic eruptions, tornadoes and hurricanes, floods, landslides, tsunamis, storms, and droughts that
threaten life, property, and the environment itself.[7][8]

Example: 2004 Indian Ocean earthquake (Tsunami)

Technological crisis

Technological crises are caused by human application of science and technology. Technological accidents inevitably
occur when technology becomes complex and coupled and something goes wrong in the system as a whole
(Technological breakdowns). Some technological crises occur when human error causes disruptions (Human
breakdowns). People tend to assign blame for a technological disaster because technology is subject to human
manipulation whereas they do not hold anyone responsible for natural disaster. When an accident creates
significant environmental damage, the crisis is categorized as megadamage. Samples include software failures,
industrial accidents, and oil spills.

Examples: Chernobyl disaster, Exxon Valdez oil spill, Heartbleed security bug

Confrontation crisis

Confrontation crisis occur when discontented individuals and/or groups fight businesses, government, and various
interest groups to win acceptance of their demands and expectations. The common type of confrontation crisis is

74
boycotts, and other types are picketing, sit-ins, ultimatums to those in authority, blockade or occupation of
buildings, and resisting or disobeying police.

Example: Rainbow/PUSH’s (People United to Serve Humanity) boycott of Nike

Crisis of malevolence

An organization faces a crisis of malevolence when opponents or miscreant individuals use criminal means or other
extreme tactics for the purpose of expressing hostility or anger toward, or seeking gain from, a company, country,
or economic system, perhaps with the aim of destabilizing or destroying it. Sample crisis include product
tampering, kidnapping, malicious rumors, terrorism, and espionage

Example: 1982 Chicago Tylenol murders

Crisis of organizational misdeeds

Crisis occur when management takes actions it knows will harm or place stakeholders at risk for harm without
adequate precautions.[7] Lerbinger[8] specified three different types of crises of organizational misdeeds: crises of
skewed management values, crises of deception, and crises of management misconduct.

Crises of skewed management values

Crises of skewed management values are caused when managers favor short-term economic gain and neglect
broader social values and stakeholders other than investors. This state of lopsided values is rooted in the classical
business creed that focuses on the interests of stockholders and tends to disregard the interests of its other
stakeholders such as customers, employees, and the community

Example: Sears sacrifices customer trust

It has 3 stages [clarification needed] -precrisis -acute -chronic and -conflict resolution

Crisis of deception

Crisis of deception occur when management conceals or misrepresents information about itself and its products in
its dealing with consumers and others.

Example: Dow Corning’s silicone-gel breast implant

Crisis of management misconduct

Some crises are caused not only by skewed values and deception but deliberate amorality and illegality.

Workplace violence

Crises occur when an employee or former employee commits violence against other employees on organizational
grounds.

Rumors

False information about an organization or its products creates crises hurting the organization’s reputation. Sample
is linking the organization to radical groups or stories that their products are contaminated.

75
Example: Procter & Gamble's Logo controversy

Disaster management

Disaster management is a process or strategy that is implemented before, during or after any type of catastrophic
event takes place. This process can be initiated whenever anything threatens to disrupt normal operations or puts
people's lives at risk. Governments at all levels as well as many businesses create their own disaster plans that
make it possible to overcome various catastrophes and return to functioning normally as quickly as possible.

Four Key Elements

There are four essential parts to disaster management: prevention, preparation, relief and recovery. Not all
catastrophes can be prevented, but many types can be avoided, and the effects of others can be mitigated.
Preparation might include long-term plans for readiness as well as processes that can be done quickly when a
disaster seems imminent, such as when a hurricane is expected to make landfall soon. Relief involves action during
and immediately after a catastrophe has taken place. Recovery includes repairing, rebuilding, restoring or replacing
whatever was damaged, injured or lost because of the disaster.

Potential Disasters

One of the keys to disaster management is defining the types of catastrophes that could possibly disrupt the day-
to-day operation of a business, city, region or country. Among the many types of events that might occur are
natural disasters such as floods, hurricanes, tornadoes and earthquakes as well as those such as fires, bombings,
mass failures of public utilities and the rapid spread of disease. Identifying those potential disasters makes it
possible to create contingency plans, assemble supplies and create procedures that can be initiated if and when a
particular disaster happens. A truly comprehensive disaster management plan encompasses a wide range of
possibilities that can easily be adapted if one disaster causes other types of disasters to occur.

Preparation and Reaction

Governments and businesses need to continue functioning during emergency situations, so disaster management
plans are often multi-layered to account for as many potential scenarios as possible. A typical disaster plan for a
local or regional government is likely to address such matters as evacuating people from the affected region,
arranging temporary housing, distributing food and providing medical care. It also is not unusual for a plan to work
toward containing, neutralizing or eliminating the cause or causes of the disaster if at all possible.

Communication Networks

Disaster management also often addresses the issue of communication. Many disasters can cause communication
networks to fail, so a competent plan will include the quick setup of alternative communication capabilities that do
not rely on the switches, towers and hubs that are usually part of telephone and cellular communication networks.
By making use of short-wave transmissions that are supported by satellite technology, for example,
communication can continue to flow from the area affected by the disaster.

Disaster Kits

As part of the crisis management component of a disaster plan, it is not unusual for some type of disaster kits to be
created. The kits might include food and clothing for people who have been affected. Kits might also include first

76
aid supplies and basic medication that could help treat headaches, fevers and other minor ailments. In some
cases, the kits might include items such as sleeping bags or other necessities that will help displaced people cope
after the disaster.

Improving Plans

Creating an effective disaster management plan is often easier said than done. As many cities, countries and
organizations have learned, emergency plans that had been thought to be comprehensive have turned out to be
partially effective at best. This has caused many companies and government agencies to revisit all aspects of their
plans and run computer simulations to identify their weaknesses and refine them so they can be carried out with
more speed and efficiency.

Issues management

Issues management is a process that ensures them monitoring and information processing ability of an
organization and thus to deal with uncertainty and risk contributing. With the early identification of critical issues
and demands of stakeholders, could prejudice the action ofan enterprise, which creates issues management, the
requirement for an active engagement with these issues. "The basic aim here is to avoid the one hand unpleasant
surprises or conflicts that would otherwise be associated with these issues, and on the other hand it can also bring
rewards Issues with them to use is." Issue management refers to the systematic examination of an organization
(usually companies, public authorities, political parties, associations, etc.), with their environmental concerns. The
aim is, in the public spot emerging, organization-related issues early on and respond accordingly. This may be
through participation in the public opinion formation process happen or by adapting the organization policy. In
addition, an organization also includes measures to bring issues to himself in the public debate, the issue
management.

4. An issue is a trend or condition, either internal orexternal, which will, if continued, significantly affect a
company’s operations over the period of its businessplan.Any issues may present either a threat to the corporation
or an opportunity to shape the issue to an advantage. Evaluation of whether the issue promises to bee threat or
opportunity determines the nature and timing of theresponse. Today’s impossibilities are tomorrow’s miracles. —
Dr. Robert H Schuler the context of corporate issues management, issues arecontroversial inconsistencies caused
by gaps between the expectations of corporations and those of their publics.These gaps lead to a contestable point
of difference, there solution of which can have important consequences foran organization.-Heath, 1997; Wartick&
Mahon, 1994

5. Benchmark for Evaluation Opportunity Threat Benchmark Benchmark As mentioned earlier, issues may present
to be an opportunity or a threat. Opportunity Benchmark: Threat Benchmark:The point before which a The level of
loss beyond whichcorporation must take action the survival of the firm, ato control the issue. Beyond division, or a
product will bethat point, the cost of acting endangered(beyond which thelate can no longer be firm will not be
able to controlrecovered through profit. the issue).

6. Types of Issues Current Emerging SocietalThree broad categories of issues/trends must be identifiedand
considered in issue management:Current:Public questions currently being acted on, or deformulatedby,
government bodies. Such issues, having already beenformulated, generally are subject only to reactive
publicaffairs responses.Emerging:Issues of public policy that are likely to be the subject oflegislation in the two-to
five-year period ahead, but thathave not yet been fully formulated, nor the positionsdefined. It is in this evolving
stage that issues can best be influenced or controlled.Societal:These involve changing attitudes and human
behaviourandare the most difficult to influence or reverse. They includedemographic, social, resource-related, and

77
technology-related trends, all of which may have political or economiceffects. Early evaluation of the nature and
direction of thesetrends, as they may affect the company, is critical in any issuemanagement problem.

7. Who makes Issues? General Elected Public officials Pressure Government Groups Bureaucracies News
MediaGeneralPublic:generally plays a very insignificant role in creating an issue. Evenwhen there is a strong public
concern the concerned authoritiesmay decide not take any action, particularly when it is convincedthat such action
is impractical or that necessary tradeoffs, whichthe public doesn’t understand, are unacceptable. The
greatestpower that the public has is the PASSIVE VETO - the nonacceptance of laws and regulations.Pressure
Groups: are the most important element in creation of issues. The size ofthe group does not matter, what matters
more is its ability tocapture media attention, the effectiveness of politicaloperations, and the alliances it can make
beyond its membership.Groups which focus on a single issue are more effective thangroups focusing on various
issues because their impact isdiffused.NewsMedia:do not create or formulate any issues, they basically
gatherattention to the issue, informing people about it. The media canbuild pressure on one side or another or
drop the issue if theyfeel the interest is minimal.

8. From the issue management point of view , careful evaluation ofmedia activity is essential. Corporations tend to
enter panicmode when they see media taking a hostile position towardsthem on a given issue. Sometimes, special
issue groups will gettogether with media to promote specific issues. The mediaholds a strong position in shaping
public opinion.GovernmentBureaucracies:are conventionally supposed to regulate the laws passed by
thegovernment. In real life, as most businessmen can testify ,theregulatory agencies own the issues, which they
control by rulesand regulations, after legislative bodies have laid down thegeneral framework. The agencies, as
specialists, also help draftthe legislations. Issue often originate with, or are stirred up by, atriangle of bureaucrats,
activists and congressional staffemployees. The influence of each of these elements on theother tends to create an
impression that public is concerned orexcited about an issue, when it may actually be uninterested orbored with
it.ElectedOfficials:While an issue is developing and positions beingtaken, legislative bodies will generally lie low to
see which waythings will go. The response of an individual legislature willdependona.The relevance of the issue to
his constituencyb.The relevance to his committeesc.The pressure groups supporting himd. The horse trading that
may be involvede. His deep routed personal convictions Often a congressman or local legislator will pick up an
issue just to get attention. If it is not really relevant to his district, he can generally be fought on that ground.

9. An unidentified problem is hereFormerlynon The issue is –existent or identified and unnoticed given a name
problems Life Cycle of a Public IssueAdjustmentsare made, via Ideas begin judicial to crystallize review Legislation
is Solutions introduced emerge and enacted

10. The path that a developing issue takes is important in issuemanagement. Because the extent of control can be
exerciseddepends on the stage of its evolution. Different issues will followdifferent courses, but a prototype life
cycle will be similar tothis:1. An Undefined Problem :There is a general sense of unease and frustration, and
recognition that a problem exists, but the issue cannot be defined.2. The Issue Is Identified And Given A Name: A
company that can first identify and name an emerging issue that affects it has a major opportunity at this stage.3.
Issues Begin To Crystallize: on the nature and causes of the problem, and public attitudes begin to form with
attention from the media. Again, leadership in evaluating the issue can help a company shape the solution.4.
Solutions Emerge: On an issue of some importance, hundreds of solutions may be proposed, eventually reduced to
a few. If the issue is relevant to the company, the issue management plan must provide for action to influence the
ultimate solution.5. Legislation Is Introduced And Enacted: At this age the company can only react. Some influence
on the legislation may be effected but control is no longer possible.6. Adjustments Are Made, Via Regulations Or
Judicial Review: Here also the company’s position is one to simply of reacting, although it may affect the
interpretation of regulations. Court action is often an effective issue management technique.7. Formerly Non-

78
ExistantOr Unnoticed Problems: often arise after an issue has completed its life cycle, perpetuating the cycle in a
new context.

11. Technical Broad Impact Issues Issues Dimensions of the Issue Broad Impact, but Narrow RelativelyImpact Issues
Abstract Issues

12. Issues vary by two dimensions:(1) How broad is the impact ( how many people are being affected)(2) How
central it is to the lives of those being affectedThese dimensions are significant in determining the plan ofaction.•
Broad Impact Issues: directly affecting a large segment of people like inflation, rise in prices of kerosene. Generally
such issues are highlighted by media and activists. The political leadership may lag because it recognized the issue
as a part of a wider range of problems. But when public support level reaches 40% or more for a particular
solution, political pressures can be convinced that the tradeoffs involved are unacceptable.• Broad Impact, But
Relatively Abstract Issues: are felt by a few people directly, although many may be aware that they may be
potentially affected. Identification and crystallization of this type of issue depend generally on the leadership
group, because solutions are usually very complex. The public does not exert much pressure and is likely to accept
whatever solution the leaders decide.• Narrow Impact Issues: generally impact an identifiable minority or a
geographical area. The majority of the public have no experience with the issue and no vulnerability. These issues
are generally identified by pressure groups, who operate by influencing the political leadership.• Technical Issues:
are identified and crystallized by the leadership. They are complex, distant from life of individuals and usually
involve a distribution of political and economic power.

13. A formal process for managing issues will ensure that the problems are identified and resolved as quickly and
effectively as possible. Consider the following process as a way to formally manage these project issues. Solicit
potential issues from any project stakeholder, including the project team, clients, sponsors, etc. The issue can be
surfaced through verbal or written means, but it must be formally documented using an Issues Form. (This may
seem a burden, but an issue must be formally defined before it can be communicated and resolved effectively. If
an issue cannot be documented, there is no way it can be resolved.) The manager determines whether the
problem can be resolved without outside help or whether it should be classified as a formal issue. Enter the issue
into the Issues Log. The Issues Log contains one entry per issue and is used for tracking purposes.

14.  Assign the issue to a team member for investigation. (Themanager could assign it to himself/herself.) The
project managershould also determine who needs to be involved in the decisionmakingprocess.The team
member will investigate options that are available toresolve the issue. For each option, she should also estimate
theimpact to the project in terms of budget, schedule and scope. The various alternatives and impacts on
schedule and budgetare documented on the Issues Form. The project manager shouldtake the issue, alternatives
and project impact to the people thatneed to be involved in the issue resolution (from step 4). If resolving the
issue will involve changing the scope of theproject, close the issue now and use the scope changemanagement
procedures instead to manage the resolution.

Document the resolution or course of action on the Issues Form. Document the issue resolution briefly on the
Issues Log. Add the appropriate corrective activities to the work plan toensure the issue is resolved. If the
resolution of an issue causes the budget or duration oftheproject to change, the current Project Definition should
beupdated. Communicate issue status and resolutions to project teammembers and other appropriate
stakeholders through theproject Status Report, status meetings and other
appropriatecommunicationmeans.Having this type of issues resolution process defined ahead oftime will allow you
to calmly and effectively work through aproblem resolution process whenever issues arise.

79
Q/ exam/ 2014

Lobbying
Lobbying (also lobby) is the act of attempting to influence decisions made by officials in the government,
most often legislators or members of regulatory agencies. Lobbying is done by many different types of
people, associations and organized groups, including individuals in the private sector, corporations, fellow
legislators or government officials, oradvocacy groups (interest groups). Lobbyists may be among a
legislator's constituencies, meaning a voter or block of voters within his or her electoral district, or not;
they may engage in lobbying as a business, or not. Professional lobbyists are people whose business is
trying to influence legislation on behalf of a group or individual who hires them. Individuals and nonprofit
organizations can also lobby as an act of volunteering or as a small part of their normal job (for instance,
a CEO meeting with a representative about a project important to his/her company, or an activist meeting
with his/her legislator in an unpaid capacity). Governments often define and regulate organized group
lobbying that has become influential.
The ethics and morality of lobbying are dual-edged. Lobbying is often spoken of with contempt, when the
implication is that people with inordinate socioeconomic power are corrupting the law (twisting it away
from fairness) in order to serve their own interests. When people who have a duty to act on behalf of
others, such as elected officials with a duty to serve their constituents' interests or more broadly the public
good, stand to benefit by shaping the law to serve the interests of some private parties a conflict of
interestexists. Many critiques of lobbying point to the potential for conflicts of interest to lead to agent
misdirection or the intentional failure of an agent with a duty to serve an employer, client, or constituent to
perform those duties. The failure of government officials to serve the public interest as a consequence of
lobbying by special interests who provide benefits to the official is an example of agent misdirection. In
contrast, another side of lobbying is making sure that others' interests are duly defended against
others' corruption, or even simply making sure that minority interests are fairly defended against
mere tyranny of the majority. For example, a medical association may lobby a legislature about increasing
the restrictions in smoking prevention laws, and tobacco companies lobby to reduce them: the first
regarding smoking as injurious to health and the second arguing it is part of the freedom of choice.

Event planning is the process of planning a festival, ceremony, competition, party, concert,
or convention. Event planning can include budgeting, establishing dates and alternate dates, selecting
and reserving the event site, acquiring permits (alcohol permits, insurance licenses, etc), coordinating
transportation and parking, developing a theme or motif for the event, arranging for speakers and
alternate speakers, coordinating location support (such as electricity and other utilities), and arranging
decor, event support and security, catering, emergency plans, aid stations, and cleanup. Event
management is the application of project management to this process.

The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten
business people. Many industries, charitable organizations, and interest groups will hold events of some
size in order to market themselves, build business relationships, raise money or celebrate.

Event management is considered one of the strategic marketing and communication tools by companies
of all sizes. From product launches to press conferences, companies create promotional events to help
them communicate with clients and potential clients. A number of elements such as music, live

80
entertainment or even the particular venue may be used to influence the tone and atmosphere of an
event.

Event managers may also use news media to target their audience, hoping to generate media coverage
which will reach thousands or millions of people. They can also invite their audience to their events and
reach them at the actual event.

Event manager

The event manager is the person who plans and executes the event, taking responsibility for the
creative, technical and logistical elements. This includes overall event design, brand building, marketing
and communication strategy, audio-visual production, scriptwriting, logistics, budgeting, negotiation and
client service.

Sustainable event management (also known as event greening) is the process used to produce an event
with particular concern for environmental, economic and social issues.[1]Sustainability in event
management incorporates socially and environmentally responsible decision making into the planning,
organization and implementation of, and participation in, an event. It involves including sustainable
development principles and practices in all levels of event organization, and aims to ensure that an event
is hosted responsibly. It represents the total package of interventions at an event, and needs to be done
in an integrated manner. Event greening should start at the inception of the project, and should involve all
the key role players, such as clients, organizers, venues, sub-contractors and suppliers.

Event management software companies provide event planners with software tools to handle many
common activities such as delegate registration, hotel booking, travel booking or allocation of exhibition
floorspace

There are an increasing number of universities which offer courses in event management, including
diplomas and graduate degrees. In addition to these academic courses, there are many associations and
societies that provide courses on the various aspects of the industry. Study includes organizational skills,
technical knowledge, P.R., marketing, advertising, catering, logistics, decor, glamor identity, human
relations, study of law and licenses, risk management, budgeting, study of allied industries like television,
other media and several other areas. Certification can be acquired from various sources to obtain
designations such as Certified Trade Show Marketer (CTSM), Certified Manager of Exhibits (CME),
Certified in Exhibition Management (CEM), Global Certification in Meeting Management (CMM), Certified
Meeting Professional (CMP) and the Certified Special Event Professional (CSEP).

corporate culture?

Corporate culture is one of those focus areas that are not always fully understood.

What is corporate culture?

81
Corporate culture is one of those focus areas that are not always fully understood and are not optimally utilized
either in an organization.

A basic definition of organizational culture is the collective way we do things around here. It involves a learned set
of behaviors that is common knowledge to all the participants. These behaviors are based on a shared system of
meanings which guide our perceptions, understanding of events, and what we pay attention to. As Sun Tzu, a
Chinese military general from 3000 BC, indicated in his explanation of strategy, culture forms an integral part of
any organizational strategy. It consists of Tao - the created and shared beliefs, values, and glue that holds an
organization together, and it also involves the very nature of the organization. Culture is about individuals in a
group sharing patterns of behavior. There is no cultural absolute. Because culture is relative, we have the power to
create a culture that is the best fit for an organization’s future direction.

Observing Culture

Culture plays out in a variety of ways. We can identify the specifics of it from how information is communicated,
feedback is given, performance is managed, and projects are co-coordinated within the organization. It is reflected
in the way the corporation or institution is structured; whether work is conducted cross-functionally or within silos,
how the hierarchical levels are set up, and the types of job titles used. Culture is often defined by the systems that
are used, the processes that are followed, and the rituals, symbols, and stories that abound in the organization. It
is even reflected in how meetings are held in an organization.

Corporate Culture as an Obstacle

When working towards company goals or when trying to effect change in the organization, your organizational
culture can be the very thing that trips you up. If insufficient effort is put towards identifying aspects of the culture
that may impact on what you are trying to achieve, then insufficient actions will be taken to circumvent obstacles
in a timely manner or harness the way things are done in an opportune direction. This is best explained through an
example.

An organization espouses that “people are our most important asset” as part of its new philosophy. However,
employees witness a senior executive being escorted off site with his belongings by security guards after being laid
off. They receive an e-mail explaining where they will be sitting and who they will be reporting to in the future
restructure - with no fore-warning or personal contact. Training and development opportunities for employees are
stopped in order to cut costs. Actions that consistently reflect a certain core culture will more effectively
emphasize to employees what the leadership’s true values are than any widely publicized statement. If a direction
is truly desired, then all actions that will reflect the required culture need to be considered and instituted
accordingly.

Aligning Culture for Success

Once a strategy is set for the organization, the way deliverables are produced in the organization needs to be
examined and challenged. This is to ensure that every process is geared towards achieving the strategy.

Every component of the corporate culture needs to underpin what is required from all stakeholders in order to
realize the strategic goals. There must be a reinforcing stream of communications. All the actions in the
organization need to translate into the cultural realities. A culture can be created or reinforced through the use of
socialization. Avenues for socialization abound in functions like selection, placement on the job, job mastery, the
measurement and rewarding of performance, and recognition and promotion. Reinforcing a culture can emerge

82
through the stories told and the folklore propagated and, most importantly, through the adherence to chosen
important values. The key to the success of the above is to ensure that the culture you wish to socialize others into
is an ideal one, necessary for breakthrough performance in your work area or organization. If it is not, then you
need to involve everyone in the evaluation and creation of a more suitable culture.

Strong Leadership is Required

One of the surest ways to align the culture to the organization’s strategy is to apply leadership practices that are
also aligned. The leaders, at all levels, need to know what the required culture is and then determine ways of
establishing practices and procedures in all operations that will closely reflect the desired culture. They also need
to role model the very behaviors they wish exhibited by everyone in the organization and provide the necessary
support to others that will enable them to function accordingly as well. Particular attention also needs to be given
to all communications.

Corporate social responsibility 2014

Corporate social responsibility is a form of corporate self-regulation integrated into a business model.
CSR policy functions as a self-regulatory mechanism whereby a business monitors and ensures its active
compliance with the spirit of the law, ethical standards and international norms. With some models, a
firm's implementation of CSR goes beyond compliance and engages in "actions that appear to further
some social good, beyond the interests of the firm and that which is required by law."[2][3] CSR aims to
embrace responsibility for corporate actions and to encourage a positive impact on the environment
and stakeholders including consumers, employees, investors, communities, and others.

The term "corporate social responsibility" became popular in the 1960s and has remained a term used
indiscriminately by many to cover legal and moral responsibility more narrowly construed.[4]

Proponents argue that corporations increase long term profits by operating with a CSR perspective, while
critics argue that CSR distracts from business' economic role. A 2000 study compared
existing econometric studies of the relationship between social and financial performance, concluding that
the contradictory results of previous studies reporting positive, negative, and neutral financial impact,
were due to flawed empirical analysis and claimed when the study is properly specified, CSR has a
neutral impact on financial outcomes.[5]

Critics[6][7] questioned the "lofty" and sometimes "unrealistic expectations" in CSR.[8] or that CSR is
merely window-dressing, or an attempt to pre-empt the role of governments as a watchdog over
powerful multinational corporations.

Political sociologists became interested in CSR in the context of theories

of globalization, neoliberalism and late capitalism. Some sociologists viewed CSR as a form of capitalist
legitimacy and in particular point out that what began as a social movement against uninhibited corporate
power was transformed by corporations into a 'business model' and a 'risk management' device, often
with questionable results [9]

83
CSR is titled to aid an organization's mission as well as a guide to what the company stands for to its
consumers. Business ethics is the part of applied ethics that examines ethical principles and moral or
ethical problems that can arise in a business environment. ISO 26000 is the recognized international
standard for CSR. Public sector organizations (the United Nations for example) adhere to the triple
bottom line (TBL). It is widely accepted that CSR adheres to similar principles, but with no formal act of
legislation.

Corporate Communication

Corporate communication 2014/2013

Corporate communication is the message issued by a corporate organization, body, or institute to its
publics. "Publics" can be both internal (employees, stakeholders, i.e. share and stock holders) and
external (agencies, channel partners, media, government, industry bodies and institutes, educational and
general public). An organization must communicate the same message to all its stakeholders, to
transmit coherence, credibility and ethic. If any of these essentials is missing, the whole organization may
fail. Corporate Communications help organizations explain their mission, combine its many visions and
values into a cohesive message to stakeholders. According to the book Essentials of Corporate
Communication by Cees van Riel and Charles Fombrun the term Corporate Communication can be
defined as the set of activities involved in managing and orchestrating all internal and external
communications aimed at creating favorable starting points with stakeholders on which the company
depends. Corporate communication consists of the dissemination of information by a variety of specialists
and generalists in an organization, with the common goal of enhancing the organization's ability to retain
its license to operate. As Jackson (1987) remarks: "Note that it is corporate communication — without a
final "s". Tired of being called on to fix the company switchboard, recommend an answering machine or
meet a computer salesman, I long ago adopted this form as being more accurate and left communications
to the telecommunications specialists. It's a small point but another attempt to bring clarity out of
confusion. It is, however, still evident that Jackson's desire to abolish the final "s" has not been universally
adopted. The concept of corporate communication could be seen as an integrative communication
structure linking stakeholders to the organization. A corporate communication structure is a system which
enables organizations to strategically orchestrate all types of communication.

Different types of communication

Three principal clusters of task-planning and communication form the backbone of business and the
activity of business organizations. These include: Management communications are communications
between management and its internal and external audiences. To support management communications,
organizations rely heavily on specialists in marketing communications and organizational
communications. Marketing communications get the bulk of the budgets in most organizations, and
consist of product advertising, direct mail, personal selling, and sponsorship activities. They are supported
by organizational communications from specialists in public relations, public affairs, investor relations,
environmental communications, corporate advertising, and employee communications.
Corporate communication encompasses management communications, marketing communications, and

84
 organizational communications. Corporate communication implies a coherent approach to development of
communications in organizations, so communication specialists can standardize communications by
creating a common strategic framework.

The roots of corporate communication

Corporate communication is historically linked to the field of public relations, which has been concerned
with the voice and image of big business for nearly a century.The “Fathers of Public Relations”, Ivy
Ledbetter Lee and Edward L. Bernays addressed some issues that managers still face today in corporate
communication. Issues in corporate communication are:

 The large social, political, economic, and cultural climate in which corporations create their images and
project their voices;
 The “opportune moment” or the creation of circumstances for corporate communications;
 The need to understand and capitalize on the psychology of constituencies
 The best mix of communication channels (e.g., videoconferences, email, reports)
 The ethical dimension of corporate communication.

Key tasks of corporate communication

The responsibilities of corporate communication are:

 to flesh out the profile of the "company behind the brand" (corporate branding);
 to minimize discrepancies between the company's desired identity and brand features;
 to delegate tasks in communication;
 to formulate and execute effective procedures to make decisions on communication matters;
 to mobilize internal and external support for corporate objectives
 to coordinate with international business firms

A Conference Board Study of hundreds of the US’s largest firms showed that close to 80 percent have
corporate communication functions that include media relations, speech writing, employee
communication, corporate advertising, and community relations. A modern corporate communication
function performs company wide, global activities such as corporate advertising, and the management of
corporate identity and image and reputation, as well as communications issues targeted more narrowly to
a particular constituency important to the company as a whole, such as employees, customers, investors,
government, or the public. The public is often represented by self-appointed activist non-governmental
organizations (NGOs) who identify themselves with a particular strategic issue. To address the concerns
of these generic groups, most companies have created specialized departments responsible for
communicating about and with these groups:

 Internal Communications: A group responsible for communicating with employees, that frequently
interfaces with the human resources function in the company.

85
 Marketing Communications: A group responsible for communicating with the company's customer
accounts and often interfaces with marketing and customer service functions in the company.
 Investor Relations: A group responsible for communicating with investors and analysts who monitor the
company's financial performance and prospects.
 Government Relations: Often called "public affairs", these specialists are generally responsible for
improving the company's relationships with regulators, legislators, and other government
representatives.
 Public Relations: A group whose responsibilities would include interacting with the diffuse set of NGO
and activist groups motivated by concern over a specific social problem to which the company may be
contributing.

Corporate branding
A corporate brand is the internal perception of a company that unites a group of products or services for
the public under a single name, a shared visual identity, and a common set of symbols. The process of
corporate branding consists creating favorable associations and positive reputation with both internal and
external stakeholders. The purpose of a corporate branding initiative is to generate a positive halo over
the products and businesses of the company, imparting more favorable impressions of those products
and businesses.
In more general terms, research suggests that corporate branding is an appropriate strategy for
companies to implement when: there is significant "information asymmetry" between a company and its
clients;That is to say customers are much less informed about a company's products than the company
itself is;customers perceive a high degree of risk in purchasing the products or services of the company;
features of the company behind the brand would be relevant to the product or service a customer is
considering purchasing.

Corporate identity/organizational identity

There are two approaches for Identity, respectively Corporate Identity and Organizational Identity.

 "Corporate identity is the reality and uniqueness of an organization, which is integrally related to its
external and internal image and reputation through corporate communication" (Gray and Balmer, 1998)
 "Organizational Identity comprises those characteristics of an organization that its members believe are
central, distinctive and enduring. That is, organizational identity consists of those attributes that
members feel are fundamental to (central) and uniquely descriptive of (distinctive) the organization and
that persist within the organization over time (enduring)". (Pratt and Foreman, 2000)

Four types of identity can be distinguished (Balmer, 1997; Balmer and Wilson, 1998):

 Perceived identity: The collection of attributes that are seen as typical for the ‘continuity, centrality and
uniqueness’ of the organization in the eyes of its members.

86
 Projected identity: The self presentations of the organization’s attributes manifested in the implicit and
explicit signals which the organization broadcasts to internal and external target audiences through
communications and symbols.
 Desired identity (also called ‘ideal’ identity): The idealized picture that top managers hold of what the
organization could evolve into under their leadership.
 Applied identity: The signals that an organization broadcasts both consciously and unconsciously
through behaviors and initiatives at all levels within the organization.

Corporate responsibility
Corporate responsibility (often referred to as corporate social responsibility), corporate citizenship,
sustainability, and even conscious capitalism are some of the terms bandied about the news media and
corporate marketing efforts as companies jockey to win the trust and loyalty of constituents. Corporate
responsibility (CR) constitutes an organization’s respect for society’s interests, demonstrated by taking
ownership of the effects its activities have on key constituencies including customers, employees,
shareholders, communities, and the environment, in all parts of their operations. In short, CR prompts a
corporation to look beyond its traditional bottom line, to the social implications of its business. (Argenti,
2009)

Corporate reputation
Reputations are overall assessments of organizations by their stakeholders. They are aggregate
perceptions by stakeholders of an organization's ability to fulfill their expectations, whether these
stakeholders are interested in buying the company's products, working for the company, or investing in
the company's shares.In 2000, the US-based Council of PR Firms identified seven programs developed
by either media organizations or market research firms, used by companies to assess or benchmark their
corporate reputations. Of these, only four are conducted regularly and have broad
visibility:"America'sMost Admired Companies" by Fortune Magazine; The "Brand Asset Valuator"
by Young & Rubicam;"RepTrak" by Reputation Institute;"Best Global Brands" by Interbrand.

Internal/employee communications
As the volume of communications grows, many companies create an employee relations (ER) function
with dedicated staff to manage the numerous media through which senior managers can communicate
among themselves and with the rest of the organization. Internal communications in the 21st century is
more than the memos, publications, and broadcasts that comprise it; it’s about building a corporate
culture on values that drive organizational excellence. ER specialists are generally expected to fulfill one
or more of the following four roles (Krone et al., 1987):

 Efficiency: Internal communication is used primarily to disseminate information about corporate

activities.
 Shared meaning: Internal communication is used to build a shared understanding among employees
about corporate goals.

87
 Connectivity: Internal communication is used mainly to clarify the connectedness of the company's
people and activities.
 Satisfaction: Internal communication is used to improve job satisfaction throughout the company.

Investor relations
The investor relations (IR) function is used by companies which publicly trade shares on a stock
exchange. In such companies, the purpose of the IR specialist is to interface with current and potential
financial stakeholders-namely retail investors, institutional investors, and financial analysts.
The role of investor relations is to fulfill three principal functions: comply with regulations; Create a
favorable relationship with key financial audiences; contribute to building and maintaining the company's
image and reputation.

Public relations: issues management and media relations

The role of the public relations specialist, in many ways, is to communicate with the general public in
ways that serve the interests of the company. PR therefore consists of numerous specialty areas that
convey information about the company to the public, including sponsorships, events, issues management
and media relations. Issues management A key role of the PR specialist is to make the company better
known for traits and attributes that build the company’s perceived distinctiveness and competitiveness
with the public. In recent years, PR specialists have become increasingly involved in helping companies
manage strategic issues – public concerns about their activities that are frequently magnified by special
interest groups and NGOs. The role of the PR specialist therefore also consists of issues management,
namely the “set of organizational procedures, routines, personnel, and issues” (Dutton and Ottensmeyer,
1987). A strategic issue is one that compels a company to deal with it because there is “ a conflict
between two or more identifiable groups over procedural or substantive matters relating to the distribution
of positions or resources” (Cobb and Elder, 1972). Media relations To build better relationships with the
media, organizations must cultivate positive relations with influential members of the media. This task
might be handled by employees within the company’s media relations department or handled by a public
relations firm. Company/spokesperson profiling These "public faces" are considered authorities in their
respective sector/field and ensure the company/organization is in the limelight.

 Managing content of corporate websites and/or other external touch points

 Managing corporate publications - for the external world
 Managing print media

Corporate communication officers

Recent research on the corporate communication function reports that corporate communication officers
(CCOs) in Global Fortune 500 companies tend to have average tenures of about 4.5 years and that
nearly one-half (48 percent) report to the Chief Executive Officer. CCOs say that approximately 42
percent of their job is strategic and 58 percent is tactical. Over the next year, they will be focusing more
on social responsibility, social media and reputation. The research done by Weber Shandwick and

88
Spencer Stuart found distinct differences between CCOs in Most Admired companies versus Contender
companies.Corporate social responsibility (CSR, also called corporate conscience, corporate
citizenship, social performance, or sustainable responsible business/ Responsible Business) is a form
of corporate self-regulation integrated into a business model. CSR policy functions as a built-in, self-
regulating mechanism whereby a business monitors and ensures its active compliance with the spirit of
the law, ethical standards, and international norms. The goal of CSR is to embrace responsibility for the
company's actions and encourage a positive impact through its activities on the environment, consumers,
employees, communities, stakeholders and all other members of the public sphere who may also be
considered as stakeholders. The term "corporate social responsibility" came into common use in the late
1960s and early 1970s after many multinational corporations formed the term stakeholder, meaning those
on whom an organization's activities have an impact. It was used to describe corporate owners
beyond shareholders as a result of an influential book by R. Edward Freeman,Strategic management: a
stakeholder approach in 1984. Proponents argue that corporations make more long term profits by
operating with a perspective, while critics argue that CSR distracts from the economic role of businesses.
Others argue CSR is merely window-dressing, or an attempt to pre-empt the role of governments as a
watchdog over powerful multinational corporations. CSR is titled to aid an organization's mission as well
as a guide to what the company stands for and will uphold to its consumers. Development business
ethics is one of the forms of applied ethics that examines ethical principles and moral or ethical problems
that can arise in a business environment. ISO 26000 is the recognized international standard for CSR.
Public sector organizations (the United Nations for example) adhere to the triple bottom line (TBL). It is
widely accepted that CSR adheres to similar principles but with no formal act of legislation. The UN has
developed the Principles for Responsible Investment as guidelines for investing entities.

Knowledge management
Knowledge management (KM) comprises a range of strategies and practices used in an organization to
identify, create, represent, distribute, and enable adoption of insights and experiences. Such insights and
experiences comprise knowledge, either embodied in individuals or embedded in organizations
as processes or practices. An established discipline since 1991 (see Nonaka 1991), KM includes courses
taught in the fields of business administration, information systems, management, and library
andinformation sciences (Alavi&Leidner 1999). More recently, other fields have started contributing to KM
research; these include information and media, computer science, public health, and public policy. Many
large companies and non-profit organizations have resources dedicated to internal KM efforts, often as a
part of their business strategy, information technology, or human resource management departments
(Addicott, McGivern&Ferlie 2006). Several consulting companies also exist that provide strategy and
advice regarding KM to these organizations. Knowledge management efforts typically focus on
organizational objectives such as improved performance, competitive advantage, innovation, the sharing
of lessons learned, integration and continuous improvement of the organization. KM efforts overlap
with organizational learning, and may be distinguished from that by a greater focus on the management of
knowledge as a strategic asset and a focus on encouraging the sharing of knowledge. It is seen as an
enabler of organisational learning and a more concrete mechanism than the previous abstract research.

Research

89
 KM emerged as a scientific discipline in the earlier 1990s. It was initially supported solely by practitioners,
when Skandia hired Leif Edvinsson of Sweden as the world’s first Chief Knowledge Officer (CKO). Hubert
Saint-Onge (formerly of CIBC, Canada), started investigating various sides of KM long before that. The
objective of CKOs is to manage and maximize the intangible assets of their organizations. Gradually,
CKOs became interested in not only practical but also theoretical aspects of KM, and the new research
field was formed. The KM ideas taken up by academics, such as IkujiroNonaka (Hitotsubashi
University), Hirotaka Takeuchi (Hitotsubashi University), Thomas H. Davenport (Babson College) and
Baruch Lev (New York University). In 2001, Thomas A. Stewart, former editor at FORTUNE
Magazine and subsequently the editor of Harvard Business Review, published a cover story highlighting
the importance of intellectual capital of organizations. Since its establishment, the KM discipline has been
gradually moving towards academic maturity. First, there is a trend towards higher cooperation among
academics; particularly, there has been a drop in single-authored publications. Second, the role of
practitioners has changed. Their contribution to academic research has been dramatically declining from
30% of overall contributions up to 2002, to only 10% by 2009 (Serenko et al. 2010). A broad range of
thoughts on the KM discipline exist; approaches vary by author and school. As the discipline matures,
academic debates have increased regarding both the theory and practice of KM, to include the following
perspectives: Techno-centric with a focus on technology, ideally those that enhance knowledge
sharing and creation; organizational with a focus on how an organization can be designed to facilitate
knowledge processes best; ecological with a focus on the interaction of people, identity, knowledge, and
environmental factors as a complex adaptive system akin to a natural ecosystem. Regardless of
the school of thought, core components of KM include people, processes, technology (or) culture,
structure, technology, depending on the specific perspective(Spender & Scherer 2007). Different KM
schools of thought include various lenses through which KM can be viewed and explained, to include:

 community of practice (Wenger, McDermott &Synder 2001)

 social network analysis
 intellectual capital (Bontis&Choo 2002)
 information theory (McInerney 2002)
 complexity science
 constructivism (Nanjappa & Grant 2003)

The practical relevance of academic research in KM has been questioned (Ferguson 2005) with action
research suggested as having more relevance (Andriessen 2004) and the need to translate the findings
presented in academic journals to a practice (Booker, Bontis&Serenko 2008).

Dimensions
Different frameworks for distinguishing between different 'types of' knowledge exist. One proposed
framework for categorizing the dimensions of knowledge distinguishes between tacit
knowledge and explicit knowledge. Tacit knowledge represents internalized knowledge that an individual
may not be consciously aware of, such as how he or she accomplishes particular tasks. At the opposite
end of the spectrum, explicit knowledge represents knowledge that the individual holds consciously in
mental focus, in a form that can easily be communicated to others (Alavi&Leidner 2001). Similarly, Hayes

90
and Walsham (2003) describe content and relational perspectives of knowledge and knowledge
management as two fundamentally different epistemological perspectives. The content perspective
suggest that knowledge is easily stored because it may be codified, while the relational perspective
recognizes the contextual and relational aspects of knowledge which can make knowledge difficult to
share outside of the specific location where the knowledge is developed. Early research suggested that a
successful KM effort needs to convert internalized tacit knowledge into explicit knowledge in order to
share it, but the same effort must also permit individuals to internalize and make personally meaningful
any codified knowledge retrieved from the KM effort. Subsequent research into KM suggested that a
distinction between tacit knowledge and explicit knowledge represented an oversimplification and that the
notion of explicit knowledge is self-contradictory. Specifically, for knowledge to be made explicit, it must
be translated into information (i.e., symbols outside of our heads) (Serenko&Bontis 2004). Later on,
IkujiroNonaka proposed a model (SECI for Socialization, Externalization, Combination, Internalization)
which considers a spiraling knowledge process interaction between explicit knowledge and tacit
knowledge (Nonaka& Takeuchi 1995). In this model, knowledge follows a cycle in which implicit
knowledge is 'extracted' to become explicit knowledge, and explicit knowledge is 're-internalized' into
implicit knowledge. More recently, together with Georg von Krogh, Nonaka returned to his earlier work in
an attempt to move the debate about knowledge conversion forwards (Nonaka& von Krogh 2009). A
second proposed framework for categorizing the dimensions of knowledge distinguishes between
embedded knowledge of a system outside of a human individual (e.g., an information system may have
knowledge embedded into its design) and embodied knowledge representing a learned capability of a
human body’s nervous and endocrine systems (Sensky 2002). A third proposed framework for
categorizing the dimensions of knowledge distinguishes between the exploratory creation of "new
knowledge" (i.e., innovation) vs. the transfer or exploitation of "established knowledge" within a group,
organization, or community. Collaborative environments such as communities of practice or the use
of social computing tools can be used for both knowledge creation and transfer.

Strategies
Knowledge may be accessed at three stages: before, during, or after KM-related activities. Different
organizations have tried various knowledge capture incentives, including making content submission
mandatory and incorporating rewards into performance measurement plans. Considerable controversy
exists over whether incentives work or not in this field and no consensus has emerged. One strategy to
KM involves actively managing knowledge (push strategy). In such an instance, individuals strive to
explicitly encode their knowledge into a shared knowledge repository, such as a database, as well as
retrieving knowledge they need that other individuals have provided to the repository.[13] This is also
commonly known as the Codification approach to KM.
Another strategy to KM involves individuals making knowledge requests of experts associated with a
particular subject on an ad hoc basis (pull strategy). In such an instance, expert individual(s) can provide
their insights to the particular person or people needing this (Snowden 2002). This is also commonly
known as the Personalization approach to KM. Other knowledge management strategies and instruments
for companies include: rewards (as a means of motivating for knowledge sharing), storytelling (as a
means of transferring tacit knowledge), cross-project learning, after action reviews, knowledge mapping
(a map of knowledge repositories within a company accessible by all), communities of practice, expert

91
directories (to enable knowledge seeker to reach to the experts), best practice transfer, knowledge fairs,
competence management (systematic evaluation and planning of competences of individual organization
members), proximity & architecture (the physical situation of employees can be either conducive or
obstructive to knowledge sharing), master-apprentice relationship, collaborative technologies (groupware,
etc.), knowledge repositories (databases, bookmarking engines, etc.), measuring and reporting
intellectual capital (a way of making explicit knowledge for companies), knowledge brokers (some
organizational members take on responsibility for a specific "field" and act as first reference on whom to
talk about a specific subject), social software (wikis, social bookmarking, blogs, etc.), Inter-project
knowledge transfer

Motivations
A number of claims exist as to the motivations leading organizations to undertake a KM effort.[14] Typical
considerations driving a KM effort include: Making available increased knowledge content in
the development and provision of products and services; Achieving shorter new product
development cycles; Facilitating and managing innovation and organizational learning; Leveraging
the expertise of people across the organization; Increasing network connectivity between internal and
external individuals; Managing business environments and allowing employees to obtain relevant insights
and ideas appropriate to their work; Solving intractable or wicked problems; Managing intellectual capital
and intellectual assets in the workforce (such as the expertise and know-how possessed by key
individuals). Debate exists whether KM is more than a passing fad, though increasing amount of research
in this field may hopefully help to answer this question, as well as create consensus on what elements of
KM help determine the success or failure of such efforts (Wilson 2002).[15] Knowledge Sharing remains a
challenging issue for knowledge management, and while there is no clear agreement barriers may include
time issues for knowledge works, the level of trust, lack of effective support technologies and culture
(Jennex 2008).

Technologies
Early KM technologies included online corporate yellow pages as expertise locators and document
management systems. Combined with the early development of collaborative technologies (in
particular Lotus Notes), KM technologies expanded in the mid-1990s. Subsequent KM efforts
leveraged semantic technologies for search and retrieval and the development of e-learning tools
for communities of practice[16] (Capozzi 2007). Knowledge management systems can thus be
categorized as falling into one or more of the following groups: Groupware, document management
systems, expert systems, semantic networks, relational and object oriented databases, simulation tools,
and artificial intelligence [17](Gupta & Sharma 2004)
More recently, development of social computing tools (such as bookmarks, blogs, and wikis) have
allowed more unstructured, self-governing or ecosystem approaches to the transfer, capture and creation
of knowledge, including the development of new forms of communities, networks, or matrixed
organizations. However such tools for the most part are still based on text and code, and thus represent
explicit knowledge transfer. These tools face challenges in distilling meaningful re-usable knowledge and
ensuring that their content is transmissible through diverse channels Andrus 2005). Software tools in
knowledge management are a collection of technologies and are not necessarily acquired as a single

92
software solution. Furthermore, these knowledge management software tools have the advantage of
using the organization existing information technology infrastructure. Organizations and business decision
makers spend a great deal of resources and make significant investments in the latest technology,
systems and infrastructure to support knowledge management. It is imperative that these investments are
validated properly, made wisely and that the most appropriate technologies and software tools are
selected or combined to facilitate knowledge management. Knowledge management has also become a
cornerstone in emerging business strategies such as Service Lifecycle Management (SLM) with
companies increasingly turning to software vendors to enhance their efficiency in industries including, but
not limited to, the aviation industry.

House Journal

• A house journal is a medium of communication projects the image of a company or an organization or outside,
with the purpose of : Improving employee morale and Promoting. goodwill.

• An organization wants to tell their own story in their own manner and express own opinions forcefully to the
target publics, where a house journal fits the bill.

• When a company publishes its own journal to carry its own versions of their own readers, for building goodwill
amongst customers or reinforcing the employee loyalty, the house journal serves as a means of achieving such
aims & objectives.

• In other words, the house journal is a newspaper or a magazine published by an organization, monthly without
any cover price, and its distributed to selected target publics.

93
Media ethics

Media ethics is the subdivision of applied ethics dealing with the specific ethical principles and standards
of media, including broadcast media, film, theatre, the arts, print mediaand the internet. The field covers
many varied and highly controversial topics, ranging from war journalism to Benetton advertising.

Areas of media ethic

Ethics of journalism

The ethics of journalism is one of the most well-defined branches of media ethics, primarily because it is
frequently taught in schools of journalism. Journalistic ethics tends to dominate media ethics, sometimes
almost to the exclusion of other areas.[1] Topics covered by journalism ethics include:

 News manipulation. News can manipulate and be manipulated. Governments and corporations may
attempt to manipulate news media; governments, for example, bycensorship, and corporations by
share ownership. The methods of manipulation are subtle and many. Manipulation may be voluntary
or involuntary. Those being manipulated may not be aware of

 Truth. Truth may conflict with many other values.

 Public interest. Revelation of military secrets and other sensitive government information may be
contrary to the public interest, even if it is true. However, public interest is not a term which is
easy to define.
 Privacy. Salacious details of the lives of public figures is a central content element in many
media. Publication is not necessarily justified simply because the information is true. Privacy is
also a right, and one which conflicts with free speech. See: paparazzi.
 Fantasy. Fantasy is an element of entertainment, which is a legitimate goal of media content.
Journalism may mix fantasy and truth, with resulting ethical dilemmas. See: National
Enquirer, Jayson Blair scandal, Adnan Hajj photographs controversy.
 Taste. Photo journalists who cover war and disasters confront situations which may shock the
sensitivities of their audiences. For example, human remains are rarely screened. The ethical
issue is how far should one risk shocking an audience's sensitivities in order to correctly and fully
report the truth. See photojournalism.
 Conflict with the law. Journalistic ethics may conflict with the law over issues such as the protection of
confidential news sources. There is also the question of the extent to which it is ethically acceptable
to break the law in order to obtain news. For example, undercover reporters may be engaging
in deception, trespass and similar torts and crimes. See undercover journalism, investigative
journalism.

94