UNIT 2 CONCEPTS OF PUBLIC RELATIONS,

ADVERTISING, PUBLICITY AND

PUBLIC OPINION
Structure
2.0 Objectives
2.1 Introduction
2.2 Definitions
2.2.1 Advertising
2.2.2 Publicity
2.2.3 Public Relations

2.3 Differences and Similarities in Public Relations, Advertising and Publicity

2.4 Two New Concepts of Public Relations, Publicity and Advertising

2.5 Objectives of Public Relations, Advertising and Publicity

2.5.1 Public Relations Advertising in the Press
2.5.2 Public Relations Advertising on the TV
2.5.3 The Radio and Public Relations Advertising
2.5.4 Publicity : Public Relations's Active Arm

2.6 Effective Public Relations, Advertising and Publicity

2.7 Public Opinion
2.7.1 Definition of Public Opinion
2.7.2 Opinion Formation
2.7.3 How is Public Opinion Formed ?
2.7.4 Propaganda, Public Opinion and Public Relations

2.8 Public Opinion Research in Communication and Public Relations

2.9 , Social Marketing in Public Relations

2.10 Let Us Sum Up
2.11 Suggested Reading
2.12 Glossary
2.13 Check Your Progress : Model Answers

2.0 OBJECTIVES
In this Unit, we introduce you to the different concepts of Public Relations, Advertising,
Publicity, Propaganda and Public Opinion.
By the end of this Unit, you should be able to :
define advertising, publicity and public relations ;
explain the role of advertising and publicity in Public Relations efforts ;
list the similarities and differences between advertising and publicity;
explain the factors involved in effective communication;
describe what is needed to achieve publicity;
define "public opinion";
explain how propaganda is different from public relations; *
define and explain thc role of social marketing in Public Relations; and
Defmition, Nature, Ethics end list the techniques used to gauge public opinion.
Scope of Public Relations

2.1 INTRODUCTION
Communication is a multi-faceted or multi-dimensional discipline. With growing complexi-
ties and competition in society, communication professionals have to face the challenges of
making their messages reach to their target auL-3nces more sharply-focused and appealing so
as to achieve the desired response from them.
In the earlier Unit, you were introduced to the definitions of Public Relations, the use of
various terms like "publicity", "public affairs" and "corporate communications". By now you
must be familiar with the basics of Public Relations, the various 'publics' and Public Rela-
tions values. In this Unit, we shall study some terms like advertising, publicity and propa-
ganda, and their roles in Public Relations. We shall first define each of these terms, followed
by an explanation about their relationships.
A brief description of the exact role that advertising, publicity and public relations play in
specified situations will help you to understand their similarities and differences. You will
also be exposed to the role of advertising and publicity in the media, and the concept of
-
corporate advertising.
Public opinion and its role in Public Relations is another area we shall introduce you to. This
will help you in gauging Public opinion through the use of different tools of public opinion
research. The concept of social marketing in Public Relations would also be exphned to you.

2.2 DEFINITIONS
Advertising, publicity and public relations are three important aspects of communication.
Different in concept, they are similar and interlinked in' terms of their basic purpose. Their
nature is the same - that is persuasive communication. They seek to disseminate informa-
tion to target audience through mass media in a planned manner. Advertising, Publicity and
Public Relations are defined differently by academicians and practitioners. The emphasis in
the definitions separate them in form from each other, but in practice all these revolve around
the well-known communication theory, the diagram of which is given below :

Coding Decoding

/j
-
[ Message
Audience

I
Response I/-
I

Model of Communication Process

Be it a product, service, an idea, a concept, or an issue, advertising, publicity and public rela-
tions inputs add value to it in the minds and hearts of the target group. They communicate
relevant and appropriate information and benefits to bring about attitudinal and beha~loural
changes in them. It is a change which is desired and which is positive. Yet they are confused
mistakenly and clubbed together as Public Relations which is not fair because Public Rela-
tions is neither publicity, nor propaganda, nor advertising. Each of these forms part of Public
Relathns but has its limitations. Publicity is concerned with dissemination of information
about an organisation to attract attention or to publicise products or activities. The objective
of publicity is to gain recognition, to build all image and to win the approval of the target
publics. Advertising is buying of space in pnnt, tlme on AIR, or on billhoards, to promote
the sales of products, acceptance of idcas, or to earn goodwill. However, Public Relations
has a much wider meaning and impact, and is more subtle and persuasive in nature. Tt uses both
publicity and advertising techniques as we will observe further. We will examine each of these
separately.
i
2.2.1 Advertising Concepts of Public Relations,
Advertising, Puidicity end
1 A common definition of advertising found in the text books and quoted in professional ar- Public Opinion
i t l i l ~ si*l.il discussion is as follows:
!
"Advertising is communicating with and influencing someone to do something -usually
I
to buy a product or service - and often something to think" about?
The Encyclopaedia Britannica defines advertisement as a form of paid announcement in-
tended to promote the sale of commodity or service, to advance an idea or to bring about
soine other effect, desired by the advertiser.
The American Marketing Association has defined advertisement as 'any paid forni of non-
pcrsonal presentation and promotion of ideas, goods or services by an identified sponsor'. In
other words, advertisement is the paid use of any channel of cornmnnic;~tion-radio, televi-
sion. film, press, etc. to identify, explain or to urge the use of adoption or a product, service,
or idea.

Advettising is a 'paid form' of communication intended to inform and influence a specific

, target group The reasons for advertising are many and varied. An advertiser may be used to :
urge and remind people to buy a prod~ictor service; or do something or think some-
thing
e announce a new producl or service, or an idea / concept
e announce a modification (price, ingredient, feature, packaging, special offer, etc.)
e challenge con~petitiori(in terms ol' message or proposition)
e maintain salcs: rctrievc lost sales; eiltcr new iiiarkets
s educate thr, public
u recruit star;
e a sponsorship
;~nnou~lce
Adve~tisingalso hclps to bn~ldand nlaintail~the 'brand image' of a product or service, and
adds to its values (as perceived by the customers).
Advertising can be mainly classified as

a) T'rodncl Advertising: b) Institutional Advertising or Public Relations Advertising.

a) Prcducl Adtertising as the name itself suggests, IS concerned with promoting sales of
p a r l i c u l ~products; and

b) institutional Advertising is known by various other naines also like 'Corporate Adver-
tismg', 'Prlb!~c Advertising' or 'Prestige Advertising' etc. The main objective of insti-
tutional ;rdvertising is to create awareness and favourable attitude of particular publics
towards tlic institution as a whole. Although it does not seek to promote sales directly,
it docs help the sales also indirectly by establishing a good image e.g. by building up a
reputation Ibr rellable qnality products etc.

2.2.2 Publicity
Publicity, on the other hand, is a free-of-cost write-up, on the product or service, and issue, of
an orgallisation and its activities, in the news columns or editorial columns of a newspaper
and maga~iiie,or the non-con~mercialtime on television and radio. It is information gener-
ated and put across by journalists (media) on their own, or on a special request by the com-
pany / organisation's spokesman. Publicity messages are not paid for as advertising is. It is a
result of significant "news" on the product or service, organisation, or an event concerning
the product or organisation itself. It must be essentially interesting, new, informative and
necessary for the readers or viewers of the media in the eyes of the reporter or editor.
Publicity is as essential as advertising in the communication objectives and process of an
organisation. It is a tactical tool, with high degree of credibility, and one which lends itself to
l~atmaldramatisation. It is, therefore, used and t'aken due advantage of by the communicator
or organisation behind it to achieve specific and timely comnlunication goals. In the present
Definition, Nature, Ethics and day high media cost situation, it is a practical tool, and very often used by Public Relations
Scope of Public Relations professionals with good results. Publicity is considered more credible than advertising be-
cause media is seen as the source of news. Hence the message has greater acceptability.
Handling publicity requires special skills. If handled well, it offers tremendous benefits, and
if handled badly, it can do more damage than good. Besidesjust reading well it must be factual
and truthful. It should not be an 'advertisement', but more a natural projection of the desired I,
message and information meant for the target group.

2.2.3 Public Relations 1

Public Relations encompasses within it the skills of advertising, publicity, and other tech- j
niques of communication which require knowledge of psychology for effective persuasion.
The British Institute of Public Relations (IPR) defines public relations practice as : ,

"the planned effort to establish and improve the degree of mutual understanding between
an organisation, or individual, and any group of persons or organisations, with the pri-
mary object of assisting that organisation or individual to d e s e ~ eacquire
, and retain a
good reputation". .
'Ifipicallythe advertiser, or publicity man, usually wants to communicate with and persuade
the largest group of potential buyers. He achieves this by "sending messages", generally in
one direction (in the form of newspaper ads, television commercials, etc.). In contrast, the '
approach of public relations is much more selective, and it relies on information travelling to
and from the publics in both directions i.e. sending messages and getting feedback. Feedback
is vital for success of Public Relations.
In India, the public has become a force to be reckoned with. Even in a country where the
majority is still to acquire the rudiments of literacy, people are conscious of their rights as
citizens, as consumers, as shareholders or as employees. What is more, they are no longer
like dumb driven cattle, but can make their voices heard. Mass media institutions make it
possible for the common man to make his presence felt. If he has a grievance, he can write a
letter to the editor of mass circulated daily or weekly. He can go up to his MLA or MP or his
local councillor, and through himventilate his grievances in a State Legislature or the Parlia-
ment or a Municipal Corporation, and no organisation can dare to ignore this warning. Lf the
name of the organisation is frequently mentioned in the Parliament or State Legislature, the
government will take notice, and may even initiate some steps against the organisation. Good
examples of feedback can be found in the "consumers grievances" column of most of our
major newspapers like Hindustan Times, Indian Express, Hindu and The Deccan Chronicle.
Even an adverse editorial comment in a newspaper will probably be enough to stir the govern-
ment to ask for an explanation from the erring department or take some sort of action.
Advertising and publicity are aimed at limited types of target groups, such as customers, dis-
'
tributors and retailers. They deal primarily with selling. They are part of marketing mix. But
the aims of Public Relations are much wider, since a business is not merely concerned with
selling. This is where confusion sets in. Surely, the primary objective of a business is to sell
its products and services, and make a profit. But none of that can happen economically and
efficiently unless every other facet of the business plays its part. A chain is only as strong as
its weakest link. Public Relations can ensure that every link in the chain is strong.
Check Your Progress 1
Notes : (i) State whether the following statements are true or false.
(ii) Compare your answers with the ones given at the end of this Unit.
a) Publicity does not involve use of media channels. (
b) Advertising is done free of cost. ( 1
c j Publicity is considered more credible than advertising. (
d) Public Relations is persuasive communication. ( 1
e) To get publicity, one must have something worthwhile to say. ( 1
f) Public Relation's aim is selling. (
 Concepts of Public Relations,

I g) The sponsor can be identified in advertising.

h) Publicity is free of cost.
i)
\

Advertising and publicity are the tools used for Public Relations efforts.
i
( )
Advertising, Publicity and
Public Opinion

2.3 , DIFFERENCES AND SIMILARITIES IN PUBLIC

RELATIONS, ADVERTISING AND PUBLICITY
To illustrate the practical difference betwven Advertising, Publicity, and Public Relations, it
would bc best to take actual example of each of the three inter-linked communication tech-
niques.
The basic differences, as one will see from these examples are

1) the objectives of the communication,

2) physical naturelcharacter of the message evolved, and

3) the end result. i.e.. visibility and effect of the message.

The similarities are in

1) the media channels used, and

2) the elements in the creation of the message. ,
To highlight the differences and similarities, we have attempted to look at the examples under
the commonly used headings in the teaching of Advertising and Public Relations : "What is to
be communicated ?', "To whom?', "Where ?', and "How?".
Advertising
We shall take an example of advertising and analyse the various elements in it.
A brand of premium toilet soap
Objectives

1) To sell the brand (Liril/Lux/Cinthol) to the target consumers.

2) To achieve repeat purchase.

3) To achieve specified and targeted sales of the brand and profit for the company,

4) To capture a hare in the market.

Message Communication : (What ?)
The message in advertising is about the brand (product or service). It creates awareness ih the
brand, puts across the plus points and special benefits to the user, and helps create brand
loyalty It is based on the consumer's needs and motivation, on the one hand, and competition
In the market on the other hand.

Ti~rgetGroup : (TOwhom ?)

1) Woinen (or families / household) from the higher income groups in urban areas.

2) Modern, sophisticated and concerned on their own r families) personal hygiene and
complexion / slun.

3) To have purchasing power and want to buyluse products which are superior and of pre-
mium quality.
Communication Media : (Where ?)

1) The press -special women's magazines,'general magazines, newspapers, etc

2) The television -the national network.

Definition, Nature, Ethics and 3) The cincma -in target inarkcts.
Scope of Public Relations
4) The ra5io --- covering targct markets.
In othcr c ~rr;,.:!,ll- rs lo bc done through the mass media
Tin~izgof' Activity : (kt l ~ s n?)
Ge:lerlliy. all the w a r i a ~ n d or
. ill strategic bursts. The timing also depends on resources
atsijablc and ri~nrkclsih~ations.viz., usership of the product by the target consumer.
Dc\.dapmcnt of Message : (How ?)
Thc diflusion of the advertising message r c any specific area or areas is related to the existing
and potential markets for thc brand (;~n,iproduct category). This is based on experience or
markct rescarch. This is also directly 11-rkodwith the company's sales and market share objec-
tives. Also the resources availdblc t .I t<lrgetthe message in a specific geographical area and
the desired indepth coverage in tciills or c;:: brand within the company's ovcrall activities. The
key deciding factor is the "poien:ial of r h market7'.
~

Publicity
Similar to the example af aadvcr?isiog, we shall analyse an example of Publicity. Read the item
in the box.
Odyssey Vidco entering market today
ENS ECONOMIC BUREAU
-
BANGALORE Odyssey xdeo Communications Limited (OVCL) is cntering the
capital market on July 4 with an issue of 21.7 lakh equity shares of Rs. 10 at par
aggregating Rs. 2.17 crore. The issue will part finance the company's ambi-
tious Rs. 3.35 crore project to install state-of-the-art cditing facilitics as well as to
develop programmes for domestic, foreign and satellite TV. The promotcrs. tlrc Rs.
58 crore MAA Bozell Group, and their associates will provide the remaining Rs.
1.18 crore.
OVCL recently entered into an alliance with Noel Gay TV of UK with an eye on the
global market. As of now the company has an order book position of approximately
Rs.3.5 crore of domestic programming at pilot approval state, Rs. 1 crore of foreign
programming and Rs. 50 lakh in corporate work. Its corporate clients include blue
chip cornpanics such as Coats Viyella, Citibank Cards, Titan Watches, ABB, ITC,
Britemia Industries, Brook Bond and Canara Bank.
Example of publicity for a public issue

Source : Indian Exprcss, July 4tll 1994.

A Financial issue of a company
I
Objectives :

1) to announce the special features oi'~i:clil: ,n;ial I,~II\:

2) to generate awareness and rcs1xi::;c lo ~ t .

3) to give out dctdils arid f;lcrs spccillc i:, tllc ~SCIIC

4) to suggest action needed to bc takcn by ;,(:tLl.!~,. :";\-sIors

5) . to build company image.
Message Communication : (What ?)
The nlessage in a publicity effort for a Financial Is!.: .; is b;~a;c:~lli.
ii~Ponnalionon tllc issu.
However, it should be put across in a hard-hitting r;i;iirIlcr : ~ ;\-iil)
d s~~ppor!ivc Tat?,?. I t rn!rs:
motivate the potential investors to respond quickly. And :his shouid bc as iT tllc i.; (cr-
media) person is suggesling that.
The message must contain fact about the collrp;rw.'>, II ,,.I; tr-a:l. idcord, gro\\tll pl'111,.and
 financial soundness. Cnncepts of Public Relations,
Advertising, Publicity and
1) Potential investors. Public Opinion

2) Present shareholders and investors.

3) Company employees.
4) Government.

5) Media (specially the financial press)

6) Financial analysts I

Communication Media : (How ?)

Business news on television is yet another outlet. Publicity about the issue can be done in the
business and financial columns newspapers and magazines. Techques used for aclueving
publicity include :

1) Press relations / hand-outs. and press conferences,

2) ~ i r e mail
k shots / folders,
3) Investor conferences,
4) Video films,

5) Annual reports and AGM material.

Time of activity : (When ?)
Obviously, the emphasis will be prior to the Issue, and also after the public announcement of
the Issue in the respective media. I

Prior to the Issue, companies generally run a corporate advertising campaign. If resources do
not permit this, the image building is built into the financial Issue announcement ads.
During the Issue, a number of press releases are issued to magazines and newspapers. This is
the publicity tllrust, which we are referring to in this example. And this publicity activity is
more than just a one-shot effort, specially when it comes to big issues and big companies.
Development of message : (Where ?)
The publicity effort in terms of the press handouts, press conferences and other means to get
the media coverage will depend on the nature (subject) of the issue, i.e., its news-value or
news-wortluness. Creativity in communicating the facts will be the essence of its success in
getting coverage in the media. This requires talent ,and experience. To successfully do this,
one would need the help of creative people in the AD agencies, or a Public Relations
consultancy, or available expertise in the Public RelationsIAdvertising Department within the
company.
In the pt~blicityeffort, the press (media) relations plays a vital role in the effectiveness of a
publicity effort. This has to be nurtured over a period of time.
Public Relations
i We shall analyse how the Public Relations expertise in a factory may help in solving a crisis
! (a strike).
I
Objectives:
i to resolve differences through communication, and facilitate negotiation between the
1)

i
i 2)
management and the workers.
to bring the strike to an end.
Message Communication : (What ?)
The message in s11c11a Public Relations situation is one that builds mutual confidence be-
tween the workers and the management. It projects that it is in the interest and benefit ofboth
Defmition, Nature, Ethics and parties to come together and talk to resolve matters.
Scope of Public Relations
The worker's demand and the management's offer / intention must be clearly understood in
developing the message, and a meeting point should be kept in sight for the desired results.
One needs to remember that we are dealing with human beings and not machines. This attitude
will help greatly in evolving good and effective relations.
Target group : "To Whom ?"
Workers.
Union leaders.
Other employees (including the management).
Outsiders (the customers, the suppliers, the press etc.)
Communication Media : (How ?)
Personal meetings -between the Union leaders and the Management representatives.
Exchange of letters and facts with regard to the issue
Notice on notice boards
House journal
News sheets, posters and banners
Video magazines.
Press releases (if the situation demands communication to the external target groups
as well).
4

,
Time of Activity : (When ?)
In the case of a strike at the factory, the communication exercise must begin as soon as it
happens. It must be continued right through the negotiations, and even for the period after the
strike is over to retainlmaintain the confidence of the parties concerned, other employees,
and the external target groups, if any.
The right response at the right time with proper Public Relations is crucial in case of strike,
and in the case of any Public Relations activity.
Development of Message : (Where ?)
The Public Relations message must match the objectives defined and the media in which it is
going to be projected, especially in its tone of voice, words and facts and figures. The Public
Relations person has to work in coordination with the labour office, the management and also
with the aggrieved worker.
The Public Relations effort has to be a multi-faceted one to make an impact. It must make use
of all the media possible in a cohesive and planned manner, because the issue of the strike (as
all such Public Relations issues) is very delicate, and can have far-reaching consequences, if
not handled well, and even ifhandled well.
The Public Relations effort, whatever it may be, must be open and honest in every respect and
help to bridge the communication gap among various sections within the organisation as also
between thiorganisation and other external publics.
- - -

Your Progress 2
Note : i) Answer the following questions briefly in the given space.
ii) Check your answers with the ones provided at the end of this Unit.
1) Define advertising.
............................................................................................................................................
-
 Concepts of Public Relatiow,
Advertming, Publicity and
PubHc Opinirm

2) What are similarities between Public Relations, Publicity and Advertising 7

3) What are the differences between publicity and advertising 7

2.4 TWO NEW CONCEPTS OF PUBLIC RELATIONS,

PUBLICITY AND ADVERTISING
The present-day communications in business are expected to lie more effective be it through
advertising, publicity, or public relations. To make them so it is worthwhile to understand the
two new concepts in communication :
The Black Box Concept, and
The SRIF Formula,
The Black Box concept diagramatically represented looks as follows :

(Stimulus) I I (ReactiodResponse)
(Black Box)

Engaged Disengaged

Po itive

-.I Reinforce

(1)
(3)
Propagate
Facilitate

Confront
(2)
(4)

'Black Box' Concept

According to this communication concept, what takes places in the "B" box, or black box, is
Definition, Nature, Ethics and crucial for the right response among the target group. The black box is in fact the humall brain.
Scope of Public Relations The stimulus must make an impact on the brain for thc desired reaction or response from the
target group. The aim is always to gain a positive attitude and an engaged form of behaviour
(i.e. Box No. 1). In other words, the situation should be such that your communication has to
try and do a reinforcementjob, and further build on the positive attitude and engage behaviour.
In such a situation the target group will respond as you desire. vis-a-vis your objective.
But this ideal situation may not always exist. The target group may be in one or different state
of mind and / or situation and, therefore, different strategies and actions may be required to
move the target group from where they are into the positive and engaged situation. For in-
stance :
Situation Action needed
1) Positive but Disengaged Facilitation of understanding in the target group
(Box No. 2) (with facts).

2) Negative but Engaged Propagation or education of the target group.

(Box No. 3)

3) Negative but Disengaged Confrontation of the problem and the target group.
(Box No. 4)
The desired shift within the four sections of the completc black box will be ultin~atelvdeter-
mined by, besides the nature of the message, the sharp focus or words and pictures of thc
message in the media selected.

The SRIF Concept

The second concept, SRIF Formula, stands for the "Strongest Relevant Jntluence Factor"
'
in the communications of the advertiser or Public Relations man. It is the strength of this
.'facto;' which results in achieving the desired change in attitude and behavlour of the target
group.
Thc SRIF Formula is depicted in the form of two overlapping circles :
Field of Reference

SRIF

One circle reprcsents the target group's field of reference, and thc other the field of experi-
ence. It is the overlap of these two circles that is important, and it is believed to result in thc
target groups response, or action, to our message / communication. The greater the o\ erlap,
the stronger the SRIF, and more positive is expected to be the response Both the framc of
reference and the actual experience of thc target group are important in realising thc commu-
nication objectives- be it in Advertising, Publicity or Public Relations. If thcre is no signifi-
cant and positive overlap of the circles ( i . e . , the frame of rcference and the frame of experi-
ence), then no communication, however creative or well designed, will work. In [act, it \v11I
result in disappointment in the target group, and possibly also have a negati~ccffect.
 2.5 OBJECTIVES OF PUBLIC RELATIONS, ADVERTISING, ,Concepts
AND PUBLICITY
, A,
nf Public Relations,

public Opinion
,.
Like all activities, successful advertising and publicity in Public Relations are goal-oriented
or activities based on objectives.
The objectives of advertising are tworold. i) as a marketing tool; ii) as a means of persuasion.
As a tool of marlteting, advcrtising is used to sell ideas, products and senices of identified
sponsor. This is achieved through co~nmu~lication of the product (or service) features, pric-
ing, benefits to the customers, and thc image (brand image) among other things. Apart from
dissenliilation of information about prodncts, advertising is also r~scdas a nlass pcrsuader -
whether for creating popularity, whether used in election or in education, advcrtising seeks to
bring about a change in attitude and behaviour. This is why advcrtising is also defined as "con-
trolled, identifiable information and persuasion by means of mass media. Advertising is thus
tailored and executed towards achieving one or more of thc objeclives, depending on the
product or service, the market for it, its customers, and the marketing organisation behind it.
The execution, and its implementation in media to achieve the objectives is a science and an
art in itself, requiring special skills.

The objectives of publicity are concerned with imparting information, through specific me-
dia to the specific target group. The information has to be intrinsically newsworthy, hoilcst
and credible, but made to be more authentic by the nature of the media in which coverage is
obtained. The information is put across in such a way that ~tsecms as if it is the media which
arc giving it out to thc readers orviewers, rather than the advertiser or Public Relations man in
an organisation. To be able to do this successfully requires good knowledge of mass media,
its editorial needs and policies, the audience and the operation process. It requires planning,
effective writing, and extremely good media relations to ensqc that news rcleases receive
favourable considcration.

The objectives of Puhlic Relations comprise a slibtle con~binatio~l of advcrtising and pub-
licity. Public Relations is concerned with achieving a shift in knowledge, perception, image
and behaviour. Each Public Relations programme, therefore, can have dirkrent objectives
depending on the situation, the target group (the "pt~blics"it is meant for) and Lhe timing. For
instance. the objcclivcs of a programme directed to motivate the e~iiployeesor a company
will be different for cnch internal situation, its timing. the stnlcture and the organisation.
Similarly, the objectives of Public Relations with the media ( i . e . , of the media relations) will
vary from situation to situation, and company to company. Handli~~g a crisis will demand one
type of objcclive, whereas the launching of a new production uidt will dc~llandanother type of
objccti~ewhen dcaling with thc media as a specific "public".
Another difference with regard to Public Relations objectives, \vllcn comparcd with advertis-
ing of p~~blicity~is that in Public Relations the target group or the "publics" may often be more
th;ln one in a given situation - for instance, the employees,'the press, the sharcholders, and
the government can be the target group in the case of a new project launcl~,or even a crisis. In
advertising and publicih the target group is generally one specific and large group - for
instance, the housewives in the case of a consumer product, or the sl~areholdcrsin the case of
a financial crisis, or tlue government in the case of an industry issue.

2.5.1 Public. Relations Advertising in the Press

Now we shall discuss Advertising as a tool of Public Relations. Advertising for ;' .;Iic Rela-
tions is more conin~onlyreferred to as 'institutional advertising', and this is an important
iilstnlment for achieving Pub1i.c Relations objectives.
I
Public Relations advcrtising has been distinguished from the more conlmoilly used product
advertising. The latter is part of the marketing-mix of the organisation. It is intended to fur-
[
/ ther sales of the company's products, either of a single product or a range or products. Insti-
i tutional advertising seeks to build an image of the organisation as a whole, the corporate
imagc. Product advertising iila y also be somelimes concerned with image building, but that
will be to build up a brand image. I~~stitutionaladvcrtising does not directly promote sales, or
even help to popularise a brand, but by building the corporate image it creates goodwill for the
organisation. niakes for better relations with the publics such as government, the parliament
and the press, and thus ultilnatcly helps to improve the compauy's profitability by creating the
Definition, Nature, Ethics and climate in which its business operations can proceed in a congenial atmosphere.
Scope of Public Relations
Some of the 0bjecti~eSof Public Relations advertising may include :

a) improving the image of the company among specific publics

b) to bring about a change in attitude of audience towards the company or its products

c) to enhance the company's image by making known its achievementse.g. increased pro-
duction targets, export awards etc.

d) educating the audience on company's various aspects etc. its future plan, prices etc.
e) establishing the organisation's reputation as a responsible corporate citizen and its
concern for the community.

f) establishing itself as a good company to work for in order to attract more talent.

g) providing a unified marketing approach for all its products.

In deciding what to highlight in an institutional advertising campaign, one has to consider the
public towards which the campaign is mainly directed. Is it the government or the parliament,
is it the press, is it the shareholders, the capital market, or the employees of the organisation?
The answers to these questions should be adopted for the campaign.
Gs in the case of all advertising, Public Relations advertising should be simple, and the mes-
sage should be clear. Ideally, only one concept should be put across in one advertisement for
the best effect. I€more than one idea is to be conveyed, one could plan a series of advertise-
ments tying up together into a total corporate message to the public or the publics concerned.
In institutional advertising, one must avoid complex messages and detailed explanation. In-
stead a brochure or pamphlet or even a book may serve the purpose of Public Relations better
depending on the amount of material that has to be incorporated. However, where it is felt that
a series of advertisements will be able to project the message, there should be some kind of
inter-connecting link between them, so that the impact of the first is reinforced by each suc-
ceeding advertisement in the series. -(See Illustration).
LEFT TO RIGHT :AMBASSADORS TO FRANCE, GREAT BRITAIN,
THE U.S. AND 2 OTHER COUNTRIES.
-
We see our cabin crews as India's ambassadors abroad no less
They are taught to be so. Because on every flight they meet some of the world's most
important people. You
They know that their smiles, the namaste, that smooth efficiency is not just part of
then training but comes from the depths of our rich heritage and culture to create
world dass standards of hospitalityp
We are proud of all our people -the Air Indians.
AIR-INDIA
Over Sixty years in Flying colours
AIR INDIANS. TAKING ON THE WORLD
An example of Institutional Advertising
Insatutional advertising, is however, very expensive and the one should use it judiciously.
t

2.5.2 Public Relations Advertising on the TV

The intrduction of sponsored programmes and the-TV serials over the various channels of
Doordarshan and Cable network has provided an opportunity to the public relation practitio-
ners as never before.
It place at their disposal avery powerful medium, whch has now a wide reach throughout the
country. Institutional advertising is used for purposes of image building, bringing about changes
in attitudes, helping to mould the public option and popularising new concepts. As far as the
marketers are concerned, the television medium also gives them a powerful tool to develop Concepts of Public Relations,
the brand image and to sell their products and services through 'spots' as well as through Advertising, Publicity and
sponsored programmes. Public Opinion

2.5.3 The Radio and Public Relations Advertising

For most purpose, it is the commercial channel of Vividh Bharati which will have to be the
main outlet for Public Relations purposes. Sponsored programme put across this channel,
and, if intelligently produced, can evoke a high interest among listeners. Such programmes
can be used for popularising brand products as well as for image building. Enteftainment
programmes, popular film based programmes and sports programmes command a high
listenership and can be effectively used, for Public Relations advertising.

2.5.4 Publicity :Public Relation's Active Arm

Public Relations .is a complex task, performed best by skilled professionals.
Most of the activity in Public Relations consists of publicity, with some promotion. Publicity
material include new releases pictures, articles and background material. It is important to
prepare publicity messages keeping in mind the channels of mass media to be used -whether
newspaper, trade magazines, specialised magazines, radio or television broadcast etc. Indis-
criminate mailing of publicity material is a sheer waste of resources. Hence it is important to
have a good knowledge of mass media, their audience and editorial policies, besides keeping
good media relations with the media personnel.

Publicity and promotion are highly creative fields. There should be no limitations set on the
practitioners, innovativeness other than the ethical ones. The media is flooded with publicity
messages. Hence the publicity messages compete for attention. Editors have no choice but to
reject mediocre material and use only such news releases which are worthwhile. It is here that
the work of creative, skilled people will stand out. The best attention-getter is the targeted
quality work.
It is important to remember that even the most creative work is only effecfiy,e if it is in line
with +heorganisation's strategy. Bright ideas that do not communicate the organisation's mes-
sage tc, the proper audience are not worth publicising. Good publicity ideas come with expe-
rience and a Public Relations person must make good use of both publicity and advertising to
achieve the Public Relations goals.
Check Your Progress 3
Notcs : i) Answer the following questions briefly in the space provided.

ii) Compare your answers with the ones given at the end of the Unit.
1) It is not easy to get publicity - Why ?

2 ) State three objectives of institutional advertising.

Definition, Nature, Ethics and
Scope of public Relations 2.6 EFFECTIVE YlJBLIC RELATIONS, ADVERTISING AND
PUBLICITY
All con~mun~cations -big or small in tcrms of size and effort in Advertising, Publicity and
Public Kelat~ons- i ~ ~ v o l vs~gnificant
c financial and manpower resources. Both are, today,
not only scarce, but cspcnsive. Hcoce, advertising, publicity, and Public Relations must be
effectivc to the core. This rcqulrcs professional planning In the following scven areas .

1) Ohjcctive orientation : All advcmsing, publicitv, and Public Reiations programmes

lrlust have prc-dcfiacd sliort-(crm and long-term objectives as a pre-requisite. These
must be agrced to and accepted by the managenicnt.

2) Target group orientation : For any campaign (or even single but important activity),
.the targct group to be rcached must be clearly identified. Therc should be no ambigpity
or vagueness in this. The definition of the target group should be in dcrnographic and
psychograpliic terms.

3) Message selection : Thc nlcssagc to be communicated nlust bc dircctly linked cvitli

and focused upon thc objcctivcs lo bc achicved (awareness, image, announcelnent, slliH
in attitude, behavionl: etc.) i l l rcspcct of thc target group and thc media in which it is
going to bc trans~nittcd.There niusl bo I: perfect match betwcen the two to achieve the
dcsired results.

4) Media selection : Tlrc mcdia to bc uscd rr~rtstbc tliosc which rcacli Ihc right targcl
cost. Waste in reach must bc minimal -
group, at the right time. a ~ i da[ tllc n~inimr~m
and this is today easilypossiblc with tikc detailed data and planning at tlic disposal of a
professional. The right media have a signilicant role to play in p~iblicityilnd Prlblic
Relations, where the co~nlliunizationis largely situation-lcd and the ~nessagcsarc broad-
based and dilferent, tllilil:c ndvc~-tisil~g.

5) Creativity and innovations : 'rliis stcp ~lccdsno elaboration as such. The more crc-
i~tiveand innovative >nu can be (witliin the professional guidelines'), the bctter yonr
message will be noticed. and the better will be the chance of pour being able to achievc
your goals. Creativily ; n ~ innov;~tion
d should be an objective on its on n. 111 ;rll Tor nts 01
business comm~~nication. today and in the luturc.

6) Adequate resources . 011col'tlke biggest shortcomings in advertising and Public Re-

lations is that co~r~p;l~lics
tend to econoniisc ou the fillancia1 outlay?. This often results
in l~nsustai~~cllor spor:ldic commonications. To be effective, and to make the dcsired
impact, advertising. publicity and Public Re1:ltions progranimcs must be sustained and
backed with adequate linancial rcsourccs in crcaling the mcssage as well as sending it
out througl~tlic nlcd~a.
I t 1.2 often rcco~irme~lded
that if you do not ]lac-c ,!dcquntc resources, it m;ty bc better
tlkat you do not undertake tlic progr;imnlc, r:~iti21 t i ~ a ndo a half-licartcd a ~ low-in1p;lct
~ d
job. Obviousl!. tn this you I~avc1:) ..\,cirk~!llc Lonscqrlcnccs viz-a-viz your own particu-
lar s~luation; ~ n dorga~ti~;ltiorr

7) 2lanpower. l);tck-u~: LVl;i;i;-. c;. .,.ti i t ! \ -::..11icl fi~li~nci;ll

? i , . . . ~ ~ % rcso!lrcec. ilLi. profcs-
sion;ll m;ulpocvcr support in :lcl; , . ! - ! i s : i:!., :!r!iil!-,. . ..! (1 I'ilhlic K c i , l l i o i ~ cIr iiio.il cssc11-
tial lor the p l i i r ~ ~ ~ai~~ildCp X ~ ~ I ~ I I C I I I O ~ ' ~ ! ~ < ~ ; I : : * ! ~.;ilIkp:tlf;il>.
There is a &I-L:llccd for profzssio~~all~ t~aillcci:~!!d cl'fecli\,e pcoplc iri all the Lhree
comnianication lields. 'Trai~liogand dcvcloprrie~lr.tl~crcrorc.is an esscnlial rcquire-
rnclit a( !nost orgnnisations. Somctl~ingis b c i n , ~di;nc Loday about this. br~rmuch needs
ig bc: doirc still. Illc communicators to bc >uic<>slul11:1vcto bc prorcssional in attitude
~ I I I I L ~ ~I I~~ ;OI I I ~
::r:d ,I!!;II <;.tch11; tho cluttered con~mu~lia~t:ci;.t I r c v ; ~ i tcida!;
ls in the mar-
...
'---
,
:l [,
_"-_--.....- _ ____- .. " . . ..-.. -
i.i~cckYoul- l1r7:g~~ss
4
I
I I : i ~1;1swerthe following qocl;i::;l!; 11: t i ~ cY:.:~ ,,i.:: I~I~;:

ii; Cornpare your anscvers lit : ..r . , ' .. :. ..:., ,. id :)fib:>; ( ; : I ! !

9 , .*- c':-.. slaic. the \arlous Snctors ~ n \ o lc\l i .., .I, ,.. ::L' ,.? ,i: c i~jlilr~llll:l..lI~OII 1
 Concepts of Public Relations,
Advertising, Publicity and
Public Opinion

ACTIVITY 1
Go through some issues of magazines and newspapers and identify at least five dif-
ferent institutional advertisements. Study the message design and layout. How effec-
tive do you find them ? Use the space givcn below for your activity findings.
.......................................................................................................................................
.......................................................................................................................................
......................................................................................................................................
......................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................

2.7 PUBLIC OPINION

A 'public', from thc standpoint of public op~nion,is a group of people with similar interests,
who havc a cornillon opinioii on a coiitroversial subject. Kllppuswainy defines public as "a
spontaneous collection of people in response to a certain kind of situation". To clarify the
conccpl to you further, tt is iswc / controvcrsy that holds the public together You must how-
c ~ e riote
r tllat the ~~lembers of the 'public' arc heterogeneous and are not one con~posite
group 'Publrc' I S not limited by s i ~ or
c enclosed nithin sonic geographical boundarics.
Lct us now csaminl: w h a t thc tcrnl 'opilooi~'n1e:lns and itsvarious shades.
Opinion. accord~ng10 Wcbster's ,Y~;cve~th iVe+l; Cblle~inleDictionary. is "a vicw, judgement,
or apprais:~lfor~ncdin the mind about a particular matter". An opinion is stronger than an
i~npression:~ndwenkcr than positive knowledge. It implies a conclusion thought out, yet open
1 to dispute. A iiiorc or less settled opi~iionis a 'sentiment' and, if held firmly, a 'conviction '.
ti ' v ~ c wis' an opinion more or lcss colourcd by bias.
I
t \Vc nlll iron takc a look at tlie conccpt callcd public opinioi~.
I
1
2.7.1 Definition of Public Opinion
Public Opinion is all csprcss~onof a belief held in coinnlon by members of a group of public
on a controx ersial issuc of gciieral iniportance. The public opinion-formed process emanates
from the cspresscd individilal opinions of inembers of a group. Whose views are subject to
tlic ~nflucnccscvcrlcd by the group.
Thc Dictionary of R'Ti~ssCommunications defines public opinion as the expression of all
niclllbcrs of 3 group, who arc g i ~ i n gattention to a given issue. The process starts with an
l~lte~.:lct~oli
of tndivld~131attrtudcs, mind-sets. and beliefs coiicerning an issnc.
Public opiniol~is usually cxpressed after controvcrsy, disputc and dcbate ovcr so~iiccontro-
vcrsii~lqucstion. i~hiclico~icernIhc welfarc, doctrines, and valr~csystem of a group. Public
op~nion1s arouscd. whcncl-cr a contemporary issue or qucstion of some concern arises about
~vli~clithe n~embcrof the group arc likely to have disagrccrncnt. A11 issue is a sit1.1aliolr or
occurrellce \\IIICII thrcntc~islo disturb thc prevailing values. belicfs and attitudes ol'a group,
crcallllg. tilorc GI- lcss o f a crisrs. and arousing discussion and the csprcssioi~of public opin-
Definition, Nature, Ethics and ion. Reservations for the backward classes and the question of merit is one such issue. Which
*OF of Public RehHons has begun to confront the Indian public. The testing of nuclear materials causing environmen-
tal pollution is an international issue, which causes people throughout the world to take affir-
mative or negative positions on the question. Similarly the issue of nuclear non-proliferation
and India's stand on it and the GATT accord have also generated much heat.
*
Public opinion is not simply the opinion of the majority of a group. On each issue, the inter-
ested public will divide itself into two or more differing points of view, which will not neces-
sarily be contradictory or mutually exclusive. The attitudes and preyious experiences of the
individuals malung up the public as well as the complexity of the issue determine the cause of
public opinion. The opinion must be representative of the group as a whole. Thus, public
opinion is the complex ofbeliefs expressed by a significant number of persons on an issue of
general importance. Public opinion is a potent force to reckon with particularly for a public
relations functionary.

2.7.2 Opinion Formation

The basic objective of public relations is to measure, analyse, and influence public opinion
which develops from the attitudes of individuals comprising the public. Therefore, it is im-
portant to understand the meaning of attitudes, why people hold the attitudes they do, and their
role in the opinion-forming process.
Attitudes are the feelings or moods of a person for or against some person, organisation,
issue, or object. They represent the predisposition of an individual to evaluate controversial
questions in a favourable or unfavourable manner. Simply stated, an attitude is a way of look-
ing at situations. An expressed attitude is an opinion.
Change in attitude may occur under various conditions e.g. the existing attitude no longer
provides us the satisfaction or if our aspirations get raised. Changes in attitude can be brought
about through communications by creating new beliefs, or by appealing to the emotions to
arouse favourable or unfavourable attitudes. Appeals to the physical, social and economic
needs of people are considered to be effective in changing their attitude e.g. the ads for insur-
ing life, property etc., have considerable acceptance and response by general public.

2.7.3 How is Public Opinion Formed ?

Attitudes and their expression in the form of opinions are the psychological phenomena of an
, individual. A group is not capable of forming an opinion. Since a group cannot form an opin-
ion, how is public opinion formulated ?
Public opinion is formed by individuals composing a group, who express their own opinion
on a controversial issue. Public opinion is a composite opinion resulting from the interaction
of the indvidual opinions of the members of a group. The transforn~ationof individual opin-
ion into public opinion, by group stimuli, is a distinctive characteristic of the public opinion
process. This metamorphosis is sometimes referred to as the 'group mind', which is the com-
bined opinions of individuals in the group. This is what we cdll public opinion.
Public opinion involves a transformation of individual opinion into group opinion, brought
about by the influence exerted by the members of a group on an individual's opinion. The
opinions of people in a group are influenced by what they here from opinion leaders, other
members of the group, or persons outside the group; what they read in newspapers, maga- ?
!
zincs, and books; what they see in life about them or on television. Apart from group pres-
sures, individual opinions are influenced by their needs, emotions, experience, heredity, cul-
ture, economic status and education. Out of the interaction of individual attitudes, opinions,
and the opinions of the group emerges public opinion.

2.7.4 Propaganda, Public Opinion and Public Relations

You have just learnt how public opinion is formed and how Public Relations efforts can help
mould it. There is, however, another aspect to moulding of public opinion based on propa-
ganda. It is important for Public Relations students to learn to distinguish Public Relations
from propaganda and not confuse the two, as they operate at different levels and have differ-
ent motives. Public Relations is not propaganda. So let us briefly look into this art also to
make ourselves clearer.
ately designed to influence opinion or action by other individuals or groups with reference to Concepts of public Relations,
pre-determined end. Although in its broadest sense, propaganda intends to advance a cause Advertising, Publicity and
e.g. a.religious faith, and hence can be considered as legitimate persuasion, it has come to Public Opinion
acquire a negative image because it has been used to unleash hhtred and fear during wars. It is
still being used by suppressing facts. Propaganda has therefore gained notoriety as brainwash-
ing and barbarity. It is tharacterised by the on<or more of the following :
- use of words with double meanings
- appeals to prejudices of people and arousal of negative emotions like fear, hatred etc.
- evasion of truth, suppression of facts, distortion
- provocation, playing up trivia
- presentation of only one sided arguments
- repetition

Critics of Public Relations sometimes refer to it as propaganda to imply that this also ma-
nipulate's public opinion. However, even though Public Relations attempts to influence public
opinion, it is vastly different from propaganda. Public Relations is an honest, straight for-
ward, long term effort to create favourable image based on facts and performance. It has no
malicious, short term selfish gains to make by suppressing fact to mislead people. Unlike
propaganda, it is based on an open two-way communication.

2.8 PUBLIC OPINION RESEARCH IN COMMUNICATION

AND PUBLIC RELATIONS
The importance of sound and significant Public Relations research to the management of all
organisatid"s is greater today than it has been in the past. Top executives are spending many
hours &dying how public attitudes towards their industriedrnay affect their future ope%-
tions, or turn into opportunities in terms of the market place and their growth.
The focus of opinion rese'arch and Public Relations research has been changing from the
study of traditional publics to a greater attention to the study of "issues", and how best to
makaan impact on public attitudes for their benefit. The tools of public relation reseqch may
not have undergone much change in the past decade. But the& is an all round effort to bring
timely and actionable processed data into the hands of decision-makers quickly and effec-
tively.
Public Relations research serves these three functions :

1) Most frequently, it may simply confirm assumptions and hunches about the state of
public opinion on aq issue, or a company. This is a highly useful kind of back-up func-
tion, in many ways analogous to the use of quality control systems in the manufacturing
end of a business.

2) A second role of research is to clarify questions on which limited information is avail-

able, or on which apparently contradictory data are to be found. Research can help sott
out what people really mean and when they say they like or dislike an organisation -
the reasons they cite for these feelings, and even the origin of the feelings.

3) Research re-orients our thinking and conceptualisation on Public ~ e l k o nproblems.

s
It helps us to define and focus on ow objectives and target group, and in assigning
priorities to Public Relations problems and Public Relations actions.
There are many research techniques a~ailablefor conductingPublic Relations and public opin-
ion research.
A very old and still useful method is to carry a content analysis of how an issue or a problem
is treated in the press, published data, and the like. Such desk research gives a pretty fair
measure of the saliency of the'problem and often useful hints as to which aspect of it seem tb
be arousing the greatest public interest.
Definition, Nature, Ethics and For many people, Public Relations research is synonymous with public opinion surveys, and
Scope of Public Relations their various market research and survey techniques, each of which has its merits and its
limitations. Properly used, these different techniques can complement one another and pro-
-
duce a mosaic of data giving new insights into long standing problems.
Another form of opinion research, which is a useful tool for Publi~Relationsprofessionals
is depth survey. This is nothing more than an effort to let the public tell the researcher how it
views the Public Relations programmes. In these surveys the researcher carefully avoids im-
posing his point of view on the respondent. Depth studies are useful in the earlier stages of
programme in giving clues to the perimeters of a problem. They can also provide some really
valuable themes for the Public Relations campaign.
Good research takes time. And if undertaken must not be unnecessarily hurried, even if the
findings are required in a hurry. It must take its own course with all the procedures completed
fully and the analysis of data done properly to throw up the required leads to evolve the Public
Relations strategy and programme.
Managing Effectiveness
The secret of managing effectiveness lies in "how to do it", or the methodology of doing
things. Success in communication results out of managing four important steps :
1) Right selection
2) Right motivation
3) Right evaluation
4) Training and development.
Selecting the right message, the right target group, and the right media is the first step. Moti-
vating your target group to perceive and then act as you want them to is the next. Having done
that, evaluatingwhat has been achieved, what has not been achieved, and what needs to be done
further is vital. This may be part of the programme undertaken, but must be planned before-
hand. Feedback in communication is crucial - there should be one-way communication if
& needs success.
With all this, admen, publicity men, and Public Relations men (and in all three cases women
-
too) must be constantly trained to be professionals in the techniques, think inputs and the
final execution of programmes and campaigns. Training should be an ongoing process, and
not something which is done only when the going is tough, or when there is an acute need for
qualified people. Because of the link of advertising with marketing, a number of training
-
programmes in-company and external are available to advertising people. But in the field of
publicity and Public Relations, there exists a big vacuum, which must be filled up in the corn-
ing years - especially when Public Relations is becoming more and more important in
business and industry.
Check Your Progress 5
Note : i) State if the following statements are True or False.
ii) Compare your answers with the ones given at the end of this Unit.
a) Members of a public are homogeneous. ( )

b) It is an issue that holds public together. ( )

c) Group pressure helps to transform individual opinion into group opinion. ( )

d) Propaganda appeals to prejudices of people. ( 1

e) Opinion leaders play a significant part in the public opinion formation. ( )

f) Public opinion is the opinion of the majority. ( )

2.9 SOCIAL MARKETING IN.PUBLIC RELATIONS

Public Relations professionals in increasing numbers have begun to realise that social causes
can benefit tremendously from the Public Relations way of marketing, thinking the planning.
This in known as 'social marketing'. Concepts of Public Relations,
Advertising, Publicity and
The tern1 'social marketing' has been defined as the 'design, implementation and control of Public Opinion
programmes, calculated to influence the acceptability of social ideas and involving consider-
ations of product planning, pricing, packaging, communication, distribution and mar-
keting research'. In short, it means 'the application of marketing techniques in moulding
public opinion for or against a social issue, or 'selling' an idea to serve a social cause, or
wherever specific public or social programmes and campaigns require significant changes in
the attitudes and behaviour on the part of the relevant "publics".
The most successful example of employing marketing techniques for popularising a public
programme in India has been the Nirodh commercial distribution, drawing on the marketing
skills of a number of large consumer goods companies. Similarly, there have been several
social advertisement campaigns, like the Bombay Municipal Corporation campaign on water
conservation,or Indian Oil's "Save Oil" campaign, or Hyderabad Municipal Corporation's "Keep
Your City Beautiful" campaign.
Let us take a practical example. Business houses design products and services in terms of the
needs and wants of target groups of consumers. Similarly, in social marketing, target audi-
ences must be studied and appropriate "products or services" designed by the organisation, so
that the target audiences find it desirable to accept the product or service. Thus, if the Na-
tional Savings Organisation wants income-earners to saveby buying Saving Certificates, which
in the long run will help to curb inflation in the country, many types of "schemes" can be
designed to contribute to this social objective. For instance, instead of cash incentives for
buying consumer products, wholesalers, dealers and even retailers may be given Savings Cer-
tificates, or coupons - for buying a certain volume of a product or products, a Savings Cer-
tificates worth a fixed sum is given to the buyer. Many such "products" can be designed to
achieve the social objective of developing the s:wing habit.
Thus in social marketing, the Public Relations men can view it as a marketing problem requir-
ing the designing of the "right product or service", offered at the "right place", at the "right
price or effort" to the "right consumer or target audience" with the support of the "right
promotion". However, it must be added that such an approach may not guarantee total success,
but it does offer a systematic framework for planning the social efforts.
Activity 2
Newspapers often report news events which trigger off public opinion - whether
local, regional, national or international. Go through the newspapers of the past fort-
nights, and identify at least two cases of public opinion generated by some event.
List the arguments of parties involved and say whether it led to any action. You may
use the space below to write downyour findings.
......................................................................................................................................
......................................................................................................................................
......................................................................................................................................
......................................................................................................................................
......................................................................................................................................
......................................................................................................................................

2.10 LET US SUM UP

This Unit has been designed to familiarise you with the concepts of advertising and publicity
to enable you to see their relationship with public relations.
Publicity and advertising are two vital tooh used by Public ReIations practitioners for achiev-
ing overall Public Relations goals, although by themselves publicity and advertising cannot be
called Public Relations.
We began by defining advertising, publicity and Public Relations and explained the defini-
Defmition, Nature, Ethics and tions to make the conc'ept clear. We also identified how all these aspects of persuasive com-
Scope of Public Relations munication have certain basic similarities, like use of mass media channels, identification of
target audience and designing of message etc. We also analysed the underlying differences
between these concepts to enable yon to understand the nature, scope, limitations and func-
tions of these concepts.
In an effort to relate Public Relations advertising and publicity to their persuasive roles, you
were exposed to two other concepts the newspapers of the Black Box concept and the SRIF
formula. The Black Box concept explained that in order to get the right response, a communi-
cation message must make an impact on the 'Black Box' which is infact the human brain that
s e c t s the behaviour of the'receiver. In that SNF formula, the Strongest Rekvant Influencing
F.4ctors was identified on whose strength, desired change in attitude of target group can be
achieved. We also examirsd the seven factors involved in effective communication.
In order to clarify certain misconceptions that people tend to harbour about public relations
being akin to propaganda, we discussed aspects of propaganda thoroughly to establish that
Public Relations is not propaganda although both are used to influence public opinion, we
also discussed the importance of public opinion, defined its nature and characteristics, and
tried to understand the complex ways in which public opinion gets formed. The different
techniques to gauge public opinion was also explained.
We also discussed "socid marketing". This was defined as the use of marketing techniques to
support Public Relations efforts in mobilising people or public opinion. Examples of social
marketing were also presented to make you understand this concept better.

2.11 SUGGESTED READING

1) Public Relations - Principles, Cases and Problems.
Surjeet Publications, New Delhi - 1985.

2.12 GLOSSARY
Prejudice : an attitude that is not open to rational discussions
Opinion Leader : Someone who is able to influence informally other individual's atti-
tudes. Opinion leadership is earned by indwidual's technical compe-
tence sociability etc.
Message ' : That which an act or work of comm&cation is about.
Respondent : The person to whom questions are asked in a survey.
Policy : The basic tenets of an organjsation that determine its activities.
'Prestige : The reputation and standing of a person, institution or group.
Promotion : Specid activities designed to stimulate interest in a person, product,
institution or cause.

2.13 CHECK YOUR PROGRESS : MODEL ANSWERS

Check Your Progress 1

a) False b) False c) True d) True -

e) True 0 False g) TW h) ' TN~

i) True
Check Your Progress 2
1 ) Advertising is a paid form of non-personal presentation and promotion of ideas,
 goods and services by an identified sponsor. Concepts of Public Relations,
Advertising, Publicity and
2) All the three are planned efforts in persuasive communication. They make use Public Opinion
of illass media channels. They are aimed at a specific target audience and have
pre-determined objectives of favourably influencing attitudes.

3) Advertising is a paid form of non-personal presentation and promotion of ideas,

goods and services by an identified sponsor. It is chiefly concerned with making -
sales. Advertising can be controlled both for timing and nlessage.
Publicity is not paid for and can be obtained by cultivating good medla relations.
However, the message and timing cannot be controlled as it is the discretion of
the editors. Publicity messages are considered more credible when the source
is not identified directly and the published message appear to have the endorse-
ment of media.
Check Your Progress 3

1) Although publicity is free of cost, it is not attained by mere mailing of publicity

material. To receive favourable consideration, the material must be newsworthy,
creatively prepared, keeping in mind the audience and the media selected. Be-
sides, good relations with the media must also be cultwated.

2) Improving the image of the company and its products, making known its achieve-
ments, educating the public on various aspects ofthe company, establishing repu-
tation as a good company to work for and as a responsible corporate citizen, for
providing or unified marketing approach for its various products.
Check Your Progress 4

1) The communication objectives should be predefined. Target groups must be

clearly identified. Media should be selected to reach the desired audience. Mes-
sage should be prepared carefully to suit target groups and media. Creativity in
message designing, adequate resources for sustained campaign, and professional
manpower for planning and executing communication tasks are also important.
Check Your Progress 5

a) False b) True c) True d) True

el True .f) False