Lecture 4 - Introduction to Public Relation | Improve Sales Pitch & PR PDF Download

 Page 1


Introduction to Public Relations 
 
1 
Institute of Lifelong Learning, University  of Delhi 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
Lesson: Introduction to Public Relations 
Course Developer : Amrita Kaur 
College, Department: Bhagat Singh College (Eve), 
University of Delhi 
 
  
Page 2


Introduction to Public Relations 
 
1 
Institute of Lifelong Learning, University  of Delhi 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
Lesson: Introduction to Public Relations 
Course Developer : Amrita Kaur 
College, Department: Bhagat Singh College (Eve), 
University of Delhi 
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  2 
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 
 
 
  
Page 3


Introduction to Public Relations 
 
1 
Institute of Lifelong Learning, University  of Delhi 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
Lesson: Introduction to Public Relations 
Course Developer : Amrita Kaur 
College, Department: Bhagat Singh College (Eve), 
University of Delhi 
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  2 
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 
 
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  3 
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. 
 
 
 
  
Page 4


Introduction to Public Relations 
 
1 
Institute of Lifelong Learning, University  of Delhi 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
Lesson: Introduction to Public Relations 
Course Developer : Amrita Kaur 
College, Department: Bhagat Singh College (Eve), 
University of Delhi 
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  2 
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 
 
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  3 
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. 
 
 
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  4 
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.   
 
  
Page 5


Introduction to Public Relations 
 
1 
Institute of Lifelong Learning, University  of Delhi 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
Lesson: Introduction to Public Relations 
Course Developer : Amrita Kaur 
College, Department: Bhagat Singh College (Eve), 
University of Delhi 
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  2 
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 
 
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  3 
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. 
 
 
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  4 
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.   
 
  
Introduction to Public Relations 
 Institute of Lifelong Learning, University of Delhi.  5 
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.