Public Relation in India and Public Relation Firms

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A RESEARCH PAPER

A Public Relation Professional In Policy Making Of India

Submitted By:
Akshay

Table of Contents
Sr. No.| Topic| Page No.|
1| Introduction| 3|
2| Review of Literature| 20|
3| Methodology| 27|
4| Research Observation| 44|
5| Analysis| 48|
6| Conclusion| 64|
7| Scope for further research| 65|
8| Bibliography| 66|

Introduction

Public relations abbreviated as PR is the practice of managing the flow of information between an organization and its public groups. Public relations provide an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim is often to persuade the public, investors, partners, employees and other stakeholders to maintain a certain point of view about the company, its leadership, and products or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication The Public Relations Society of America (PRSA), founded by Richard Rotman, defined public relations in 1982 as, “Public relations help an organization and its publics adapt mutually to each other.” According to the PRSA, the essential functions of public relations include research, planning, communication, dialogue and evaluation. In 2011-12 the Society developed a crowd sourced definition which PRSA considers more accurate and descriptive: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. It was announced on March 1, 2012 after a vote by public relations professionals. The defeated definitions were “Public relations is the management function of researching, engaging, communicating, and collaborating with stakeholders in an ethical manner to build mutually beneficial relationships and achieve results.” and “Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals.”

Public relations and its various definitions:
Edward Louis Bernays, who is considered the founding father of modern public relations along with Ivy Lee, in the early 1900s defined public relations as a management function which tabulates public attitudes, defines the policies, procedures and interests of an organization followed by executing a program of action to earn public understanding and acceptance.” Building and managing relationships with those who influence an organization or individual’s important audiences has a central role in doing public relations. An earlier definition of public relations, by The first World Assembly of Public Relations Associations, held in Mexico City, in August 1978, was “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.”[ Others define it simply as the practice of managing communication between an organization and its publics. The European view of public relations notes that besides a relational form of interactivity there is also a reflective paradigm that is concerned with publics and the public sphere; not only with relational, which can in principle be private, but also with public consequences of organizational behavior [12][13] A much broader view of interactive communication using the Internet, as outlined by Phillips and Young in Online Public Relations Second Edition (2009), describes the form and nature of Internet-mediated public relations.

Specific public relations disciplines include:
* Financial public relations – providing information mainly to business reporters * Consumer/lifestyle public relations – gaining publicity for a particular product or service, rather than using advertising * Crisis public relations – responding to negative...
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