Lesson 19: Public Relations – An Introduction NIOS Code 335

Public relations is closely linked with communication because it involves communicating with others through spoken words, written words, visuals or other means. The textbook describes it as a two-way communication process between an organisation and its public, with communication intended to change the mindsets of the public in a certain direction.

An important point is that public relations is a receiver phenomenon. Communication is controlled not simply by the sender but by the people who receive it. The example given is a speech delivered effectively in Hindi to an audience that does not understand Hindi: the message may be delivered, but real communication does not take place.

The Key Public

The most important aspect of public relations is therefore to focus on the key public—the people who will receive the communication. Different organisations have different target publics. A hospital addresses patients; merchants address customers; schools address students; television addresses viewers; radio addresses listeners; and NIOS addresses learners.

Three Progressive Levels of Public Relations Communication

The textbook illustrates these levels through a television advertisement for a new washing powder: viewers first become aware of it, some become convinced about its quality, and then they decide to buy and try it.

The textbook traces public relations to practices found in ancient India. Stories are given of kings trying to understand what people felt about their administration. In the Arabian tales, Sultan Haroon-Al-Rashid is described as wandering in disguise to find out what people really felt about his administration. In the Ramayana, Bhadro is described as reporting to Rama about popular feelings and perceptions.

Religious teachers including Gautama Buddha, Sankaracharya, Nanak and Kabir are presented as master communicators because they communicated in language that ordinary people could understand, with the aim of changing their mindset in a particular direction. Mahatma Gandhi is another example highlighted by the lesson for successfully bringing the country together to achieve independence. Spiritual leaders such as Baba Ramdev and Sri Sri Ravishankar are also described as building a large mass following through a simple and direct approach.

Systematic Practice in Modern India

The textbook identifies the Indian Railways in the 1920s as the beginning of a systematic practice of public relations in India. It used exhibitions, festivals and newspaper advertising in India and England to attract tourists to India.

In a democracy, the government needs popular support. The textbook explains that the government must inform people, motivate them, change attitudes and finally seek support to achieve its objectives.

Historical Development

During the First World War (1914–1918), the Government of India set up a Central Publicity Board, described as the first organised PR/Information set-up of the Government of India. It was later renamed the Central Bureau of Information and then the Bureau of Public Information. It functioned as a link between the Government and the Press and examined where government action was criticised; the textbook relates this to the modern idea of feedback.

After Independence, in 1947, the Government of India established the Ministry of Information and Broadcasting and employed professionals to handle public relations.

Government Media Units

The Ministry has specialised media units that inform people about government plans and programmes. The textbook lists units such as AIR, Doordarshan Kendra, Films Division, Press Information Bureau, Registrar of Newspapers in India, National Film Archives of India, Indian Institute of Mass Communication, Photo Division, FTII, NFDC, NCFCYP, Directorate of Film Festivals, Publications Division, Directorate of Film Publicity, DAVP, Song and Drama Division, and Research and Reference Division.

The textbook explains that these units specialise in particular means of communication. Press, advertisements, performing arts, group discussions, books, television, radio and films may all be used to communicate information to the public.

At the state level, every state government has a public relations department that disseminates information through its media units. The structure is described as less complex and need based. Each state has a Directorate of Information and Public Relations, assisted by Field Publicity Officers.

The textbook describes public relations as a multi-faceted activity involving different organisations and publics. Its purposes include educating audiences about the advantages of a product, promoting goodwill for an organisation, and creating, maintaining, protecting and building the organisation’s reputation.

Product Public Relations

Product public relations is used to launch or introduce products and encourage people to buy them. It creates awareness of a product and differentiates it from similar products. Samples and discounts may be used. The textbook lists methods such as special events, exhibitions, window displays, media events such as press conferences, and printed material such as pamphlets and brochures.

Employee Relations

Employees are an important public of a company. Organisations therefore seek goodwill and a good image among employees through communication devices. Examples listed by the textbook include newsletters, bulletin boards appreciating performance, special events such as picnics for employees and families, incentives such as cash prizes or gifts, and opportunities for continuing education for employees and their family members.

Government and Political Relations

Public relations is used for political purposes to gain confidence and persuade people for votes. Campaigns and meetings are organised; public meetings allow leaders to discuss achievements and encourage people to vote for them. Posters and hoardings are also erected at public places. The textbook additionally mentions government schemes announced for public benefit, such as affordable essential commodities through the public distribution system and educational concessions for children.

Community Relations

Banks, big business houses and media organisations may organise programmes to establish good community relations and gain the goodwill of the community in which they operate. Textbook examples include maintaining parks, cleaning and beautification drives involving local people, charitable dispensaries, sponsoring events such as cricket matches, public libraries, and raising funds during natural calamities such as floods and earthquakes.