Introduction to Public Relations

Subject: Commerce

Lesson: Introduction to Public Relations

Course Developer : Amrita Kaur

College, Department: Bhagat Singh College (Eve),

University of Delhi

1
Institute of Lifelong Learning, University of Delhi
 Introduction to Public Relations

Table of Contents

Lesson: Introduction to Public Relations

1: Learning Outcomes
2: Concept of Public Relations
3: Features of Public Relations
4: Growing Importance of Public Relations
5: Elements of Good Public Relations
6: Publicity and Public Relations
7: Public Relations in India
Summary
Exercise
Glossary
References

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 Introduction to Public Relations

Learning Outcomes
After studying this lesson, you should be able to:

 explain the concept of Public Relations,

 differentiate Public Relations from terms like advertising, publicity, propaganda and
lobbying,
 explain the features of Public Relations,
 understand the growing importance of Public Relations,
 list and describe elements of good Public Relations,
 differentiate between publicity and Public Relations,
 describe the state of Public Relations in India.

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 Introduction to Public Relations

Introduction
Have you ever wondered what is PR? There has always been confusion about whether public
relations include advertising, marketing and so on. Two decades ago, marketing and PR
were two vastly different functions and PR was an unimportant part of any business. But in
the past 20 years, the meaning and importance of PR in a company has reached a position
where PR serves as the face of the company as the name ‘Public Relations’ suggest. It has
become a vital factor for the success of any company, professional, celebrity or brand.

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 Introduction to Public Relations

Concept of Public Relations

Figure : Edward Bernays: Father of Public Relations

Source: http://en.wikipedia.org/wiki/File:Edward_Bernays.jpg

The concept of Public Relations is about maintaining and enhancing reputation. The meaning
of Public Relations is different for different people/ publics. Public Relations is often defined
with the help of its tools and techniques such as publicity in the newspaper, or publicity that
attracts sales of a company or in case of government it is about creating awareness and
dispersal of information. The efforts by an organization of establishing and maintaining
goodwill with its various publics (customers, employees, investors, suppliers, government,
opinion leaders, etc.) are known as public relations.

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 Introduction to Public Relations

Figure : What is PR?

In comparison with other management functions, public relations is relatively a new concept
that is still in its developing stage. But as the practice of public relations is expanding, there
is a need for greater agreement on the concepts, models and theory of the function.

A number of definitions have been given by different public relations educators over the
years. One of the widely accepted definitions was given by the newsletter PR News, “Public
relations is the management function which evaluates public attitudes, identifies the policies
and procedures of an individual or an organization with the public interest, and plans and
executes a program of action to earn public understanding and patience.”

M. Cutlip, Allen H. Center, and Glen M. Broom provide another widely taught definition
stating, “Public Relation is the management function that identifies, establishes, and
maintains mutually beneficial relationships between an organization and the various publics
on whom its success or failure depends.” In order to clearly understand what public
relations mean this definition can be divided into four parts:

 First, it emphasizes on public relations as a ‘management function’– As a

management function it involves planning about what is to be done and how it is to
be done in order to achieve the desired outcome.
 Further, the terms ‘identifies, establishes, and maintains’ refer to the immense
research and sustained efforts.

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 Introduction to Public Relations

 Thirdly, it emphasizes on ‘mutually beneficial relationships’. Mutually beneficial

relationship refers to the two-way process that helps the organization to take steps
in the interests of both related publics and itself.
 Lastly, it emphasizes that its success or failure depends largely on its various publics.

The word publics refer to specific target audiences within the general public. Different
publics have different interests in the same organization. Therefore, every kind of public
should be treated in a distinct manner and must be reached and communicated through a
unique public relations initiative.

Publics for an organization could be customers, employees, investors, media, shareholders,

business partners, etc. For example, for an NGO, its donors, members, potential supporters
and volunteers could be publics. Also, publics of newspapers could be its readers,
advertisers, employees, general public, government officials and shareholders.

Figure : Different Publics of PR

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 Introduction to Public Relations

Definitions of PR
Some definitions that will help in understanding the concept of public relations are given
below:

"Public relations help an organization and its publics adapt mutually to each other.” (Public
Relations Society of America, 1982)

"Public relations is a strategic communication process that builds mutually beneficial

relationships between organizations and their publics." (Public Relations Society of
America, 2011-12)

"Public relations is the art and social science of analyzing trends, predicting their
consequences, counseling organizational leaders, and implementing planned programs of
action, which will serve both the organization and the public interest." (World Assembly of
Public Relations, 1978)

“PR is a Management function which gives the same organized and careful attention to the
asset of goodwill as is given to any other major asset of business.” (John W. Hill)

“Public relations is the attempt by information persuasion and adjustment to engineer public
support for an activity, cause, movement or institution.” (Edward L. Bernays)

“PR is the discipline that looks after organization's reputation, maintains its public image
and facilitates relations in order to gain understanding and support as well as influence
opinion and behavior.” (McElreath1996, Ciprco.uk)

After going through the above definitions it may be said that PR is an important
management function. Public Relations as a function can be most efficient only when it is
done with proper planning by the PR professionals of the organization. As soon as a PR
problem or opportunity is defined, the PR department should start planning carefully so that
strategic decisions can be taken about what is to be done and how it is to be done in order
to make something happen or prevent it from happening, as in the best interest of the
organization. Preparing a plan does not guarantee success, but it enhances the probability
of success. Thus, proper planning of PR function is important and PR as a function cannot be
left to chance.

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 Introduction to Public Relations

Figure : PR function must be planned systematically

Public Relations is neither advertising, publicity, propaganda nor lobbying.

Advertising is one-way communication by an organization with an objective to

disseminate information about a product, service or an idea through paid media. For
example, getting an advertisement published in the local newspaper is advertisement
as the company is paying for it. But, if a journalist thinks that the activities of a
company or product is worth an article and writes about it, this would be public
relations as it is free.

Publicity is a deliberate attempt to gain public attention towards a particular

product or activity. It is generally done for a short term and is not always under the
control of the organization.

Propaganda is a deliberate and systematic attempt to influence attitudes, opinions

and actions of the target audience. Propaganda usually has a negative connotation
attached with it.

Lobbying is building and maintaining relations with legislator Propaganda usually

officials to influence legislation and regulation.

Public Relation is a much wider term. Public Relations as a function is the officials of making
policies and plans concerning the various publics, deciding upon the actions to be taken to
fulfill the plans made and communicate to the public about these plans, so as to enable a
two-way communication between the organization and its publics. Emphasis is on the
creation of favorable public opinion.

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Value Addition 1: Pause and Think

Yesterday vs. Today
The figure below suggests that there has been a shift in gaining popularity for a product
or a brand. While the emphasis earlier was on advertising alone, the focus now has
shifted on positive recommendations from friends and family besides advertising. This
enhances the role of public relations on the part of the company. Due to this shift in
imporatnce, concepts like: relationship building, earned media, story telling and
involvement of spokespeople have gained popularity. Cilck on the link below to read more
about this endeavour and discuss your opinion about the same with your peers.

Source: http://www.bottlepr.co.uk/our-view-of-pr.aspx

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Features of Public Relations

Although every company has the same objective of attracting customers but PR initiatives
taken by the professionals differ for each company or situation. Before making the PR plan
the PR department should be clear about the goal it wants to accomplish by executing such
plan. A company’s goal could be to sell 1000 extra units of a particular product in the
coming month, or to gain 500 new customers in the next quarter in a particular city, etc.
These goals should be measurable and relevant with the company’s main objective.

Some of the characteristics that would ensure the best plan for the company are given by
Jennifer Gehrt and Colleen Moffitt (with Andrea Carlos), in their book "Strategic Public
Relations" as follows:

 Researched
A PR plan to be successful should be well thought and researched. As soon as an
opportunity or problem is identified, the PR department should deeply research about
it before making decisions about the initiatives to be taken. Without research any
initiative taken has no reason or goal. Research gives a realistic picture of the
opinion of the various publics of the company.

 Focused
Once goals and objectives of a PR plan are defined, every step taken thereafter
should result in going towards the success of the plan so that the goals set are
accomplished. Any step that does not lead to the success of the plan should be
discarded immediately.

 Creative
Developing a creative plan for every situation or opportunity is a challenging task. In
order to benefit maximum from an opportunity, the PR team has to come up with
new themes and ideas that are not used by any of the competitors in the past. Every
PR initiative is different and needs creative thinking. A strategy or technique used for
a particular campaign may not be effective for another situation or opportunity.

In Indian context, a study on what is the quality of creativity in the PR industry was
conducted. The panel agreed that Indian PR firms still struggle in delivering creative
work.

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Figure
Click on the link below to view a diagram on creativity in PR industry.

Source: http://blog.holmesreport.com/wp-content/uploads/2012/11/Page1-
e1353951224699.jpg

One of the recent creative Indian campaigns is done by Diesel India when it celebrated its
2nd Anniversary in April 2012. Diesel planned a flash mob on 26th April 2012 Facebook with
500 people including its employees and members of Diesel’s Facebook community. Also, it
changed its status from ‘Single’ to ‘In a Relationship’ and uploaded a Facebook message to
be a part of India’s largest digital flash mob giving the link Dieselturnstwo.com

The website initiative was to drive traffic also. As you log on to the website, it provides 50%
discount on Diesel products. Moreover, if you share a Diesel offer with your friend, you are
eligible for an additional discount of 5%. The campaign saw more than 5000 logins by fans
making the campaign a success.

Figure : Click on the link below to see an example of a website initiative towards building
PR.

Source: http://lighthouseinsights.in/wp-content/uploads/2012/05/Diesel-india-
contest.png

 Integrated
A PR professional should work in harmony with the organization as a whole. The
management and all other department must be regularly informed about the
initiatives taken by the PR department. PR department cannot work without the help
of the whole company.

 Holistic
The PR department of a company should stay connected with its publics all the time
and not just when there are big announcements to share. The PR of a company
should be such that the publics feel connected always with the working of the
company. This is possible only when the PR department keeps on taking initiatives
for its publics even when there is nothing big coming up by the company in the near
future.

 Realistic
The goals that are set by a PR department should be realistic in the sense that the
feasibility of a PR plan must be analyzed before taking the initiatives. The current
situation must be analyzed thoroughly and after taking stock of the situation and
knowing reasons for it, the objectives to be achieved must be clearly spelt out. Then
a detailed strategy must be formulated to achieve those objectives. The progress
needs to be continuously measured in order to attain the objectives in an efficient
and effective manner. This is illustrated in the figure below.

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Figure : Plans should be realistic and achievable

Where are we?

-Situation

Are we getting there? Why are we here?

-Measurement -Analysis

How will we get there? Where could we be?

-Strategy -Objectives

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Value Addition 2: Activity

Designing a PR Initiative.
As a PR professional, suggest initiatives to be taken by the government in the
following cases:
1. Delhi Government wants to increase participation of public in car-pooling
system looking at the hike in petrol/diesel prices and increasing traffic on the
roads.
2. Five people killed and 20 injured when an under construction flyover of the
Delhi government collapsed at one of its sites.
Discuss your suggestions with those of your peers.

Growing Importance of Public Relations

In today’s scenario of cutthroat competition, the primary objective of every organization is

to build good relations with the people concerned with it. Public relations as a function plays
an important role from small events to serious crisis faced by a company. Good public
relations can encourage people to associate with a company or motivate them for a certain
cause. But to make publics associate with an organization for a long time, sound policy or
good performance is a pre requisite. Similarly, right policy and good performance can only
be acknowledged with the help of effective PR initiatives.

Public Relations have gained a phenomenal importance over the last decade. Earlier, the
older publics were uniform, stable and casual about what an organization is doing. But now
with increasing public demand for information, public relations as a function have a vital role
to play in an organization. A number of tools and techniques are being used increasingly to
satisfy the people concerned and create healthy relations and trust between the
organization and its publics. The importance of public relations as a function has increased
with time due to the following factors:

 Heightened Public Awareness

As the awareness amongst the general public has increased with time, visible public
relation initiatives are a must for any organization to stand out in the industry. Public
relations exist as a middleman by responding to public’s expectations and
harmonizing their interests with the organization.

 Consumerism
Every company in today’s time is consumer conscious. Consumer’s satisfaction is the
main objective as it leads to goodwill and support from its the consumers. Public has
also now become aware of its consumer rights, for example, right to product safety,
correct information, redressal, etc., which has increased the pressure on the
companies to inform and delight the consumers by using consumer-affair activities.
This pressure increases the role of public relations in every organization as not only

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selling the product but making the consumer satisfied has become the main
objective of an organization.

 Growing media
As there is a tremendous growth in media, it is not only helping the business
organizations to connect with its publics but also challenging them by keeping the
general public aware about each and every scandal, default or crisis of any
organization. Organizations are bound to keep open all the activities they are
undertaking in order to increase revenue and make a position in the industry.

 Recognition of social responsibility

The role of public relations is to serve the society at large and only their clients. A
corporate’s social responsibility includes public welfare and contributions to the
community. As the importance of corporate social responsibility has increased, public
relations as a function has gained recognition in the organizations as well as the
publics.

Value Addition 3: Did You Know?

Mistakes in PR in the Past.
 McDonald’s on Twitter
“McDonald’s promoted the hashtag McDStories on Twitter, and almost
immediately the hashtag was deluged with negative comments about
McDonald’s. McDonald’s pulled McDStories after two hours and criticized
Twitter users for their “snarky” comments. The lesson here is that you can’t
control the conversation on social media, and you can’t act surprised when
people start saying things you don’t like.” (Arjun Arora, ReTargeter)
 Domino’s Pizza Viral Video
“In a video on YouTube, two Domino’s Pizza employees taped themselves
spitting in a customer’s pizza. This went viral, and customers would not dare
use them. While the company fired those employees, the CEO had to make a
public apology in a video and put up a Times Square NYC billboard to display
customer comments (good or bad) uncensored, and it showed they ended up
staying true to their brand.” (Lane Sutton, Social Media from a Teen)
 Know Your Grammar Rules!
“If people are analyzing your word usage, they are not thinking about your
message. Nobody is immune; when Steve Jobs once called an iPod the
“funniest” ever, the following buzz was not on the features of the new
product, but on the correct usage of “fun” in the English language.” (Peter
Minton, Minton Law Group, P.C.)

 Toyota’s CamryEffect Campaign

During the Super bowl, Toyota planned a major Twitter campaign meant to
promote the Camry. Creating a number of Twitter accounts labeled
CamryEffect1 through CamryEffect9, Toyota intended to engage users by
directly tweeting them. However, this had the opposite effect: users accused
Toyota of bombarding and spamming them with unsolicited messages.
Though Toyota quickly suspended the accounts, this campaign still resonates
as an example of a failed, large-scale endeavor.

 Path Address Book Uploads

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“It was recently disclosed that Path.com uploads your entire address book to
its servers, automatically and without the knowledge or consent of its users.
Rather than automatically deleting all the ill-gotten data, they defended the
move by saying “This is currently the industry’s best practice.” Don’t grab
private user data without clear consent!” (Matt Mickiewicz, 99 designs)
Source:http://thenextweb.com/entrepreneur/2012/05/05/11-major-public-
relations-mistakes-and-how-to-learn-from-them/

Value Addition 4: Did You Know?

Big Companies most vulnerable to PR crises
The top 10 PR Crises of 2011 were faced by companies like Blackberry, Sony, HP,
Dow Chemical and Tepco.
Source: http://www.holmesreport.com/featurestories-info/11377/The-Top-10-
Crises-Of-2011.aspx

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Elements of Good Public Relations

Reputation is the greatest assets an organization possesses. The PR department of an

organization needs to continuously work in tune with the other departments in order to
benefit the organization the most whenever an opportunity or change occurs. To achieve the
corporate objectives efficiently and sustainably the public relations activities should be
composed of the following elements.

 Research: In order to plan public relations strategy for a particular situation, the PR
professional needs to gather information about the behavior and opinion of its key
publics.
 Plan: The PR professional should plan well in advance what is to be done and how it
is to be done in order to benefit the maximum from a particular opportunity or
situation. Objectives should be clear, specific and measurable.
 Empathy: The PR professional should put himself in the shoes of the target audience
and keep in mind their interests along with the corporate goal.
 Counseling: The management must be convinced about the plan that is to be
implemented to accomplish the organization’s objective. Also, giving advice to the
management about policies, relationships and communication with the public is a key
role of the PR professional.
 Communication: the plan must be properly communicated to the target audiences.
No action taken during the PR campaign should lead to a negative impact on the
publics. The medium (television, radio, newspaper, press release, etc.) used to
transmit the message should the chosen accurately so that the right type of audience
is targeted.
 Evaluation: Good PR is measurable, yet difficult to measure as it has different value
for different publics. The success of a plan only depends on the evaluation done after
the plan has been implemented. Without evaluation the effect of the strategies
undertaken by the PR department cannot be measured.

Value Addition 5: Case Study

Press Release
BhartiWalmart to Adopt 50 Government Schools in India.

Visit the link below, read the press release and answer the following questions.
1. State the motive of the company of taking such initiative.
2. List the key publics for BhartiWalmart.
3. How would this initiative help BhartiWalmart in building relations with its
public?
4. How is BhartiWalmart fulfilling its CSR by taking such initiative?
Source: http://www.bharti-walmart.in/detail.aspx?id=554

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Publicity and Public Relations

Publicity and PR are often related, but not the same. Publicity is a subset of public relations.
Both, public relations and publicity are communication activities done with an objective to
promote products or services of a company. Many tools and techniques used for public
relations are shared while a company is doing publicity. Publicity focuses on gaining
attention on a particular initiative taken by a company. The role of public relations is to
maintain that attention in a positive light. While publicity is used to create a ‘buzz’ about a
brand or product, PR helps to make public remember about that very initiative taken by the
publicity specialist. Publicity concentrates on dissemination of positive information and PR
concentrates on the face-to-face interactions with the various publics. PR professionals use
publicity to gain favorable opinion of the public. Some of the publicity vehicles used by
public relations professionals are feature articles, news releases, captioned photos, special
events, press conferences, etc.

Figure : Publicity vs. Public Relations

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The above saying will help understand the relation between publicity and public relations.
Publicity is done to reach to the general masses and to make the aware about an upcoming
positive initiative. While public relations succeed publicity where the objective is to keep the
responsive public attached to that very initiative.

Public Relations in India

Public relations is still in its developing stage in India. Many companies do not consider it as
an important function. Business organizations should understand the power of media and
the importance of building reputation amongst the publics. As the number of scandals is
increasing in the business world, corporate credibility has become a very important factor
for the success of an organization. Also, as we are in the digital age, with the plethora of
information, it is impossible for the media to inform the general public about each initiative
taken by a company. Therefore, it is integral for an organization to manage the function of
public relations efficiently to tell the public about all the missing stories the public deserves
to know to build a positive image. To have a competitive edge over its competitors the
company should use the public relations tools and techniques effectively. Also new
opportunities of business can be found and researched upon with the use of PR activities.

Companies, today, are realizing the importance of PR as a function as the need for building
reputation and the necessity to connect with public is increasing day by day. Companies are
starting to understand that maintaining public relations is necessary apart from using
marketing and advertising strategies.

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Value Addition 6: Pause and Think

PR as a Career in India

PR plays an important role in every business organization. Daily lives of the general
public are also affected by public relations. PR as a career has gained popularity in
the last decade but many youngsters are still ignorant about PR as a good career
option. The pre requisite for you to be in the PR profession is to be creative,
analytical and good with words.

Click on the link below to see the ‘Results of 2nd Unofficial Indian Public Relations
Survey’ and ‘Reasons why people are not happy in the PR profession’

A total of 85 readers of India PR Blog were surveyed, out of which 40% were males
and 58% were females.
Age Group distribution:
21-25 years: 39%
26-30 years: 31%
31-35 years: 6%
36-40 years: 5%
41-45 years: 9%
46-49 years: 6%
50-55 years: 4%

Questions Asked:
1. Are they likely to change their current job?
Responses: Yes: 26%
No: 49%
May be: 25%

2. How long should a PR professional stay in an agency before shifting to a new

place?
Responses: 1 year: 32%
2 years: 38%
3 years: 15%
Source: http://advocable.com/category/indian-pr-industry

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Summary
 Public Relations is about reputation.
 PR is the discipline that looks after organization's reputation, maintains its public
image and facilitates relations in order to gain understanding and support as well as
influence opinion and behavior.
 Publics for an organization could be customers, employees, investors, media,
shareholders, business partners, etc.
 Public Relations is neither advertising, publicity, propaganda nor lobbying.
 As soon as an opportunity or problem is identified, the PR department should focus
and deeply research about it.
 PR professionals should think creatively with holistic view in order to set objectives
that are realistic and achievable.
 Public relations as a function plays an important role from small events to serious
crisis faced by a company.
 With increasing public demand for information, a public relations as a function has a
vital role to play in an organization.
 The PR professional should put himself in the shoes of the target audience and keep
in mind their interests along with the corporate goal.
 PR plan must be properly communicated to the target audiences.
 Good PR is measurable, though, difficult to measure as it has different value for
different publics.
 Publicity comes within public relations.
 While publicity is used to create a ‘buzz’ about a brand or product, PR helps to make
public remember about that very initiative taken by the publicity specialist.
 Public relations is still in its developing stage in India.

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Exercises
Short Questions
1. Define PR.
2. How does PR differ from Advertising?
3. How does PR differ from Publicity?
4. How does PR differ from Propaganda?
5. How does PR differ from Lobbying?
6. Define the term ‘Publics’
7. Name some of the publics for a company.

Long Questions
1. Explain why the importance of PR as a function is increasing in an organization?
2. Discuss the characteristics that a PR plan possesses in order to be successful.
3. “Preparing a plan does not guarantee success, but it enhances chances.” Discuss.
4. Discuss the elements essential for a good PR plan
5. “Publicity and PR are often related, but not the same.” Discuss

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Glossary
 Art: Use of human creative skill and imagination for producing work that is beautiful,
appealing or of more than ordinary significance.

 Community: A group of people living together in one place sharing common values.

 Competitive edge: When a company has an advantage over its competitors.

 Corporate social responsibility: It is a concept whereby companies contribute

towards social and environmental concerns in order to create an overall positive
image in the society.

 Counseling: The act of exchanging opinions and ideas.

 Empathy: Empathy is the capacity to recognize feelings that are being experienced
by another being.

 Key Publics: Communities of people whose support and cooperation is necessary for
the long-term survival of an organization or the short-term attainment of its goals.

 Legislation: A proposed or enacted law or group of laws.

 Management Functions: Functions of management define the job of the manager

and its team. The main functions of management are planning, organizing, leading
and controlling.

 Mutually beneficial relationships: In a mutually beneficial relationship both the

parties involved gain something positive by engaging in such relationship.

 Paid media: It is publicity gained through advertising.

 Plethora: Superabundance or excess.

 Public interest: It refers to the welfare of the general public.

 Public opinion: Collective views, attitudes and beliefs of a significant proportion of

community with respect to an issue or situation.

 Public welfare: benefit of public or good of the general population.

 Redressal: Act of correcting an error or a fault.

 Reputation: The beliefs or opinions that are generally held about someone or
something.

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 Scandal: An incident regarded as morally or legally wrong, causing anger amongst

the general public.

 Social science: A group of academic disciplines that examine society and how
people interact and develop as a culture.

 Strategic Decisions: Strategic decisions are the decisions that derive towards
achieving success in the ultimate goals and objectives of the organization.

 Target audience: Specific group of people at which a product or message is aimed

at.

 Trend: A general direction in which something is developing or changing.

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References
1. Link to Figures:
 http://blog.holmesreport.com/wp-content/uploads/2012/11/Page1-
e1353951224699.jpg
 http://lighthouseinsights.in/wp-content/uploads/2012/05/Diesel-india-
contest.png

2. Work Cited:
 Cutlip and Center: Effective Public Relations
 Frazier Moore H.; FrankKalupa B.: Public Relations Principles, Cases, and
Problems, Surjeet Publications, 12th Reprint 2007
 Handbook for public relations: http://www.psiu.org/ug/hanbooks/publicrel.pdf
 http://www.ad-mkt-review.com/public_html/docs/fs050.html
 http://www.themarketingguywhodrivessales.com/crashcourse/pr.htm
 http://ezinearticles.com/?The-Important-Role-Of-Public-Relations&id=198392
 http://kdpaine.blogs.com/themeasurementstandard/2008/11/six-defining-
characteristics-of-the-successful-public-relations-professional-of-the-next-
decade.html
 http://www.acreecreative.com/public-relations
 http://t2.gstatic.com/images?q=tbn:ANd9GcQaKi39KINWq5XhTxS8QpkGiNt6FiNF
BcL7KjkJZexSXRdheaxT
 http://www.google.co.in/imgres?hl=en&biw=1366&bih=643&tbm=isch&tbnid=0g
Wl1cEKTh75xM:&imgrefurl=http://sfantis.com/&docid=mg0CQkS88hAv4M&imgur
l=http://sfantis.com/wp-
content/uploads/2010/10/Public_Relations_by_chance.jpg&w=504&h=395&ei=Z
YWaUPyKAYfrrQeuxYDQCg&zoom=1&iact=rc&dur=73&sig=11209652890865805
2293&page=4&tbnh=142&tbnw=181&start=66&ndsp=24&ved=1t:429,r:59,s:20
,i:306&tx=56&ty=50
 http://indianprforum.wordpress.com/2012/05/30/6-inspiring-social-media-
campaigns/

3. Suggested Reading
 Wilcox Dennis L.; Cameron Glen T.: Public Relations Strategies and Tactics,
Pearson Education, 9th Edition
 Frazier Moore H.; FrankKalupa B.: Public Relations Principles, Cases, and
Problems, Surjeet Publications, 12th Reprint 2007

4. Web Links
 http://www.brownsteinegusa.com/online-public-relations/
 http://www.gotobig.com/thinking-Big/big-talk/public-relations/unleash-the-
power-of-pr.aspx
 http://advocable.com/category/indian-pr-industry
 http://thenextweb.com/entrepreneur/2012/05/05/11-major-public-relations-
mistakes-and-how-to-learn-from-them/

Institute of Lifelong Learning, University of Delhi. 25

 Introduction to Public Relations

 http://www.holmesreport.com/featurestories-info/11377/The-Top-10-Crises-Of-
2011.aspx
 http://www.google.co.in/imgres?hl=en&biw=1366&bih=643&tbm=isch&tbnid=Y
Q3IM__ktc3iFM:&imgrefurl=http://www.coloribus.com/adsarchive/promo-
casestudy/government-the-line-case-study-15987155/resizes/1024/&docid=-
sfj6jgl5rvGsM&imgurl=http://files.coloribus.com/files/adsarchive/part_1598/1598
7155/file/government-the-line-case-study-1024-
57783.jpg&w=1024&h=723&ei=cBOdUL3mJYaNrge0nIHYCQ&zoom=1&iact=hc&v
px=692&vpy=100&dur=811&hovh=189&hovw=267&tx=129&ty=114&sig=10952
4970777403228537&page=2&tbnh=147&tbnw=208&start=18&ndsp=25&ved=1t
:429,r:6,s:20,i:147
 http://www.bottlepr.co.uk/our-view-of-pr.aspx
 http://blog.holmesreport.com/index.php/creativity/what-stops-indias-pr-firms-
from-developing-great-creative-work/
 http://indianprforum.wordpress.com/2012/05/30/6-inspiring-social-media-
campaigns/

Institute of Lifelong Learning, University of Delhi. 26