The definition of Public Relations as relations with the general public through publicity, those functions of a corporation, organization, branch of military service, etc., concerned with informing the public of its activities, policies, etc., attempting to create favorable public opinions. Public Relations are the planned effort to influence opinion through good character and responsible performance, based upon mutually satisfactory two-way communications.
1) Research-listening:
This involves probing the opinions, attitudes and reactions of those concerned with the acts and policies of an organisation, then evaluating the inflow. This task also requires determining facts regarding the organisation: “what’s our problem?”
2) Planning-decision making:
This involves bringing these attitudes, opinions, ideas and reactions to bear on the policies and programmes of the organisation. It will enable the organisation to chart a course in the interests of all concerned:
“Here’s what we can do.”
3) Communication-action:
This involves explaining and dramatizing the chosen course to all those who may be affected and whose support is essential: “Here’s what we did and why.”
4)Evaluation:
This involves evaluating the results of the programme and the effectiveness of techniques used: “How did we do?”
The first phase of Public Relations process is identifying and listing out the information or message to the communicator.
The second phase of Public Relations is process to ascertain the existing image or awareness level about the issue in the target group or common public.
The third phase of Public Relations is developing of communication objectives and priorities. The fourth phase of Public Relations is deals with developing the message and choosing the media to transit. The fifth phase of Public Relations is the implementation of the message andmedia, coordination or the dissemination of message.
The sixth phase of Public Relations is communication process to check whether message reached properly and the expected action or behavior or knowledge on image factors.
The seventh phase of Public Relations in case the message did not reach properly identified the reason for the ineffectiveness and rectification of the same and disseminates the revised message.
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