PAPER-6.

8
INTRODUCTION TO ADVERTISING AND
PUBLIC RELATIONS
UNIT I
Advertising- Meaning, Nature, Scope. Types of Advertisements. Role of Advertising in
Society. Advertisements and Ethics.

UNIT II
Advertising Agencies. Functions of Advertising Agencies. Copy writing, Slogan writing,
Visualisation.

UNIT III
Nature and Scope of Public Relations. Qualifications and responsibilities of a Public
Relations Officer. Difference between Publicity, Public Opinion, Propaganda and Public
Relations.

UNIT IV
House Journals, Corporate Communication. Professional Organizations in Public Relations.
 UNIT -I
1.1 INTRODUCTION
Advertisements are medium through which a product or a service is promoted to a potential
buyer or client. The word advertisement derived from the Latin word “advertis” which means
to mark or to consider. For the promotion of a commodity, the concept of “marketing mix”
should be given importance. This includes the 4 Ps.

Product: The commodity which is involved in marketing is known as product. The idea
behind product should be very clear, in targeting the audience.

Price: The cost of the commodity is known as the price. The product should worth the
amount paid. The target audience should be able to afford the product.

Place: Place the geographical area where the product can be marketed. It helps to know the
target audience and the requirement of the audience. It also include product placement in
different advertisement medium.

Promotion: Promotion of the product can be using advertising, personal setting, stalls on
kiosks, sales promotion, banners, hoarding, transit where public moving objects will be used
for promotion, publicity stunts, direct marketing etc.

Advertisements are communication through mass media. It is a non-personal form of

communication, yet it appeals personally. It is paid form of communication intended to
persuade potential buyers. Communication involves four channels-source, message, channels
and receiver.

1.2 DEFINITION
Advertising is nothing but a paid form of non-personal presentation or promotion of ideas,
goods or services by an identified sponsor with a view to disseminate information concerning
an idea, product or service. The message which is presented or disseminated is called
advertisement.

According to American Marketing Association (AMA) "Advertisements are paid form non
personal presentation and promotion of idea, god and services by an identified sponsor"
According to Encyclopedia Britannica "Advertising are techniques and practices used to
bring products, services, opinions to public notice for the purpose of persuading the public to
respond in certain ways"

According to Bobby, "Advertisements are non personal communication of paid information,

persuasive about products and services by identified sponsor through various media"

“It is the dissemination of information concerning an idea, service or product to compel

action according with the interest of the advisor” Anonymous

“Advertisement is controlled, identifiable information and persuasion by means of mass

communication media” – John S Wright and Wills L Winter

“ Advertisement is the non-personal communication of market related information to a target

audience usually paid by the advertiser and delivered through the mass media in order to
reach the specific objectives of the sponsor” –John J Bernett

“Advertisement is a message paid by an identifiable sponsor and delivered through some

medium of mass communication. Advertising is persuasive communication. It is not neutral;
it is not unbiased. It says “I am going to sell you a product or an idea” – J Thomas Russel &
W Roland Lane

“Advertisement is a public announcement with a purpose to inform, to persuade, and to buy

the product, service or idea.”

NATURE OF ADVERTISING
Paid Form – Advertisements are paid form of communication. It is charged to be published.
It buys space in newspapers and time in television channels

Non- Personal Communication – Advertisement is not a personal communication. It does not

appeal to people personally. But it is supposed to have an effect on the audience.

Persuades the buyers- advertisements persuade the audience to behave in the favourable
manner for the company. With good visuals and text they attract the potential audience to
purchase or subscribe to their ideas.
Uses Mass media- Advertisement is mass mediated form of communication to convey
information about idea, service or product. The medium can be television, radio, newspaper,
internet, etc.

Promotes a product, service or ideas- The main intention of advertisement is to trick the
audience into buying a product, service or idea

Not neutral , not unbiased- Advertisements are biased and one sided communication. The
main goal of advertisement is not to tell truth but to sell product.

It is art –It is the art of creating message in a way that will influence the mass to take action
in a favourable manner. It has an edge in creativity to leave a lasting impression in the minds
of people.

It is science – It has technological advancement. Also one should know the science of visual
language and mind to have an effective communication to the audience.

It is management – It is a management communication to the audience or consumers.

Advertisements are managed by the management of the company and professionally designed
by the ad agencies.

SCOPE OF ADVERTISING

 Marketing Executive

 Copy Writing

 Creative Heads

 Visualizers

CLASSIFICATION OF ADS

TWO TYPES

 1. Depending on the way it is presented (Print, Radio, TV etc)

 2. Depending upon the product

  Print Ads

Print media has always been a popular advertising option. Print ads are of two types –
display ads and classified ads.

Display ads are advertising products via newspapers or magazines. It can also be
materials like promotional brochures and fliers for advertising purposes. Often,
newspapers and magazines sell the advertising space according to the area occupied by
the ad, its position in the publication (front page/middle page, above/below the fold), as
well as the readership of the publication. These ads usually have healines, body text,
visuals, slogans etc. Based on the target audience of the product print ads are further
divided into national, local ads.

Classified ads are local or individual ads. They are inexpensive and small compared to
display ads. It is published by individuals.

 Radio Ads

Advertisement in radio in forms of sounds or audio is known as radio ads. Advertisers can
buy airtime from a radio station to air their ads, and prices depend upon the duration, time
of the day, and the programs during which the ads are aired.

 Television Ads

Commercials and infomercials are the two types of advertisements found in television.
Commercials are the normal 10 seconds to 60 second audio visual advertisements usually
broadcasted between programmes. It lasts for a very short time.

Info commercials or infomercials are advertisements about a specific product which is

promoted in 30 minutes. These ads allow people to purchase the product by ordering them.

 Online Ads

The ads that use internet to deliver message is called online advertisement. There are
different types of online advertisement. Banner ads, pop up ads, contextual ads, native
advertisement are some of the popular online advertisement. Banner ads are at the top of a
web page. Whereas contextual advertisements appear as search results in the search engine
page.
  Outdoor Ads/ Billboard Ads

Advertising makes use of several tools and techniques to attract the customers outdoors. The
most common examples of outdoor advertising are billboards, kiosks, and also events and
trade-shows organized by a company. Billboard advertising is very popular. However, it has
to be really terse and catchy, in order to grab the attention of passersby. Kiosks not only
provide an easy outlet for the company's products, but also make for an effective advertising
tool to promote the company's products. Mobile billboards are a newer form of this old
advertising technique, where a large display screen or billboard is attached to the back of a
van or a flatbed truck, and taken to different locations within a city or neighbourhood.

2. BASED ON PRODUCTS

 Surrogate Ads: Surrogate advertising is prominently seen in cases where advertising a

particular product is banned by law. Advertisements for products like cigarettes or
alcohol, which are injurious to health, are prohibited by law in several countries. Hence,
these companies come up with several other products that have the same brand name, and
indirectly remind people of the cigarettes or alcohol of the same brand, by advertising the
other products. Common examples include Fosters and Kingfisher beer brands, which are
often seen to promote their brand with the help of surrogate advertising.

 End Product Ads: There are many products which are rarely purchased directly by the
consumers. They are usually brought as parts or ingredient in other products. This type of
advertisement is often undertaken by manufactures whose parts are used in other
products. Example: Intel processors in computers, or tyres in cars.

 Business to Business Ads: Business to business advertisements aims at marketing efforts

directed towards another business organisation rather than individual consumers. These
products are used as part of another business. Example promotion of products like
photocopies machines, service as human resource consulting etc.

 Industrial Advertisement is type of business to business advertisement. These products

advertised as raw materials or parts used in the manufacturing of another product. Every
business is a consumer and industrial advertisement is the providing supplies or service
for the business.
 Financial Ads – Advertisements about financial business and services like banks,
investment companies, money transfer, insurance, mortgages etc.

 Issues and Cause Ads- It is also known as social advertising. These ads used to inform
the public about a social issue and influence their behaviour. These ads are usually used
to cause awareness to the public.

 Public Service ads: Public service advertising is a technique that makes use of advertising
as an effective communication medium, to convey socially relevant messages about
important matters and social causes like AIDS, energy conservation, political integrity,
deforestation, illiteracy, poverty, and so on. Today, public service advertising has been
increasingly used in a non-commercial fashion in several countries across the world in
order to promote various social causes.

 Political Ads- It is also known as campaign advertisement. These ads are given by
different political parties to propagate their political ideologies, explaining and seeking
support for their activities. The achievement of nation or state can be considered as a
political ad.

 Prestige Ads – Advertising with the aim to further the prestige of the company or the
advertiser rather than increasing the sale is known as prestige ad. It tries to create an
image for the company.

 Defence Ads- A company or a product when criticised by another media or a company,

and the company replies to the criticism by an advertisement, it is called defence
advertisement. Example: The Hindu’s Ahead of Times ad

 Subliminal Ads – Promotion of a material in such a way that the audience are not directly
aware of the product. The product may be flashed in few second. Example Lux soap ad,
where the narrative is of couple romancing.

Role of Advertisement in Society (advantages)

1. Unique among business institution: Advertising is unique among business institution

because no elements of business come under the same degree of scrutiny as Advertising does.

2. Much of the public scrutiny: Much of the public examination of advertising involves its
role as an economic and social force.
3. Advertising spurs economic activity: Advertising spurs economic activity because most
of the merchants, manufacturers and the media have built their business on the basis of
advertising.

4. Advertisement informs people: Advertisements informs people about

- The kind of products available.

- Where they are available.
- Its cost and uses.

5. Rely on word or advice of shopkeeper: Without information the consumer has to rely on
the word or the advice of the shopkeeper but the advertisement help him to buy the kind of
product he needs and the place to buy.

6. Advertisement promotes freedom of choice: Advertising promotes freedom of choice for

the consumer to choose the product or brand best suited for him.

7. Advertising lowers the cost of manufacture: Adverting lowers the cost of manufacture
by providing information about a product to the consumers, which in turn promotes the
product and increases its sales. With increases in sales, results in increased demand which in
turn lowers the cost per unit.

8. Advertising lowers the cost of sales: Advertising lowers the cost of sales because the
manufacturer can communicate with a wider audience at the much lower cost per contact. But
if the manufacturer tries to contact each individual one at a time the costs involved would be
phenomenal.

9. Advertising stimulated demand: Advertising can stimulate demand for an entirely new
product by introducing its features and benefits.

10. Advertising allows new comer to gain entry: Advertising allows new comer to gain
entry to an already established market by using a tool to sell new and improved products.

11. Advertising improves the quality of products: Advertising improves the quality of
products because when manufacturers introduce new products it the market through the
advertisement, they make sure that the quality is the best available.

12. Advertising promotes freedom of Press: Freedom promotes freedom of press by three
ways.
  Subsidizing the cost of media.
 Providing impartial new coverage.
 Media affordable and accessible to the people.

Social Issues in Advertisement / Disadvantage

Offensive or bad taste – obscenity and vulgarity are promoted in advertisements for the
publicity of the product. Objectification of female body and violence can send the wrong
message to the audience.

Untruthful or deceptive –Some advertisers create misleading impressions on their goods.

Such ad deceives the consumer. Presenting untruthful claims on the product with the object
of increasing sales is cheating the consumer.

Exploits vulnerable groups – advertisements exploits vulnerable groups likes children for
selling the product. Children are the major sellers of the ads and the product. They have the
power to convince the buyers. But when advertisers are using children in their ad, they should
remember not to show them alone doing work on their own like brushing teeth, playing with
toys, or infants holding their own milk bottles as everyone knows that no one will leave their
kids unattended while doing all these activities.

Encourages materialism in society – Advertisements promotes materialism in the society. It

urges people to equate happiness and success with products. It enables people to buy the
products and promote a materialist culture in the society.

Manipulate consumers to buy things which have no real need – advertisements

manipulates people into buying unwanted products. Advertisers create unwanted products
and a demand for the product. Example: special razors for men and women, soaps and
facewash for both genders.

Depicting stereotype image – Advertisements often reinforce the stereotypical roles in the
society. Gender stereotyping woman as saree-claded house wife, cultural stereotyping south
Indians as dark etc are some of the examples.

Controls the media – Advertisement can create corporate censorship in the media. If media
is endorsing a particular product, then they will not publish stories against the product.
Escalates the price of the commodities in market – while advertisement reduces cost of
production, the companies never really bring down the price of the product. The burden of
the price is always at the consumer.

Elements of Advertisement

 Headline: Headline is the hook or teaser of the advertisement. It is attract the readers and
make them look the advertisement. It need not have to be connected to the product. A
good headline should create curiosity. It has some attractive benefits or a promise for the
consumer.

 Subhead – subtexts are writings connected to the product. It informs people about the
advertisements, the specifics and features of the product/service or idea. The important
and the significant information are given here.

 Visuals/illustration – any drawing, photograph, illustration, or other graphic which is

designed to affect the audience in some purposeful way. Visuals make advertisement
more appealing and attractive.

 Body Text – It is the actual text of the ad. The copy is where the company uses persuasive
words and describes the product.

 Slogan,/Baseline – It is cat phrase that evokes feelings or emotions about the company or
the product. Companies look for slogans that are motivating and empowering. Slogans are
changed from campaigns to campaign, but the tagline of the company is rarely changed.

 Closing /Act now – there are body text with words like “hurry” or “limited offer” which
attracts consumers to purchase the product.

 Mandatory/ Legal – Legal are cautionary statement. It is usually written in small fonts,
explains the risk or legal formalities related with the product.

 Signature/Logo – A unique design symbol that helps to identify the company visually is
called logo. Nike’s Swoosh, Mc Donald’s golden arch are some of the well recognised
logos. Certain times logos can be a distinctive style or font in which the company’s name
is written. Example: Google, IBM etc.
ADVERTISEMENTS AND ETHICS
Ethics means a set of moral principles which govern a person’s behaviour or how the activity
is conducted. And advertising means a mode of communication between a seller and a buyer.
Thus ethics in advertising means a set of well defined principles which govern the ways of
communication taking place between the seller and the buyer. An ethical ad is the one which
doesn’t lie, doesn’t make fake or false claims and is in the limit of decency.

Three Specific Moral Principles are:

RESPECT TRUTHFULNESS (deception objection)

 Never directly intend to deceive

 Never use simply untrue advertising
 Do not distort the truth by implying things that are not so or withholding relevant
facts
 "Puffery" is acceptable where it is consonant with recognized and accepted rhetorical
and symbolic practice

RESPECT THE DIGNITY OF EACH HUMAN PERSON (attacks autonomy objection)

 Do not exploit our "lower inclinations" to compromise our capacity to reflect or

decide either through its content or through its impact: using appeals to lust, vanity,
envy and greed, and other human weakness.
 Give special care to the weak and vulnerable: children, young people, the elderly, the
poor, and the culturally disadvantaged

RESPECT SOCIAL RESPONSIBILITIES (promotes consumption, empties communication,

objections)

 Example: Concern for the ecology—advertising should not favour a lavish lifestyle
which wastes resources and despoils the environment
 Example: Advertising should not reduce human progress to acquiring material goods
and cultivating a lavish lifestyle

ASCI - ADVERTISING STANDARDS COUNCIL OF INDIA

ASCI is a voluntary Self-Regulation council formed in 1985. The ASCI is not a Government
body, nor does it formulate rules for the public or the relevant industries. ASCI seeks to
ensure that advertisements conform to its Code for Self Regulation, which requires
advertisements to be legal, decent, honest and truthful and not hazardous or harmful while
observing fairness in competition.

ASCI team comprises of Board of Governors and Consumer Complaints Council (CCC).
Overarching Goal of ASCI is to maintain and enhance the public's confidence in advertising.
ASCI is instrumental in recognizing the need to promote high standards of business ethics to
ensure commercial communication to consumers are responsible and the need to provide
honest and truthful information

All 4 sections connected with advertising viz.: Advertisers , Advertising Agencies, Media
(owners of press, television, Radio etc.) and other related sectors (outdoor agencies, PR,
market researchers, ad producers, business schools etc.) come together & agree to voluntarily
comply with a set of guidelines or rules ie the code to protect:

- Consumer interest

- Ensure fair play amongst competitors

ASCI is a regulatory body funded by its members. It gives suggestions about advertisement
guidelines. It is a link between consumer and advertiser. There are 14 members in Consumer
Complaint Council. In these 8 members from streams not related with advertisements and
there should a minimum 5 members for decision making. The subcommittee should meet
twice a month.

ASCI Guideline/ Code of Ethics

 To ensure the truthfulness and honesty of representations and claims made by

advertisements and to safeguard against misleading advertisement. Advertisements
must be truthful. All descriptions, claims and comparisons which relate to matters of
objectively ascertainable fact should be capable of substantiation. Advertisements
shall neither distort facts nor mislead the consumer by means of implications or
omissions.

 To ensure that advertisements are not offensive to generally accepted standards of

public decency. Advertisement should contain nothing indecent, vulgar, especially in
depiction of women, or nothing repulsive which is likely, in the light of generally
prevailing standards of decency and propriety, to cause grave or widespread offence.
  To safeguard against the indiscriminate use of advertising for the promotion of
products which are regarded as hazardous to society or to individuals to a degree or
of a type which is unacceptable to society at large. Advertisements should not be
permitted to incite people to crime or intolerance; or derides any race, caste, colour,
creed, gender or nationality. Advertisements addressed to minors shall not contain
anything, whether in illustration or otherwise, which might result in their physical,
mental or moral harm or which exploits their vulnerability.

 To ensure that advertisements observe fairness in competition so that the

consumer’s need to be informed on choices in the market-place and the canons of
generally accepted competitive behaviour in business are both served.
Advertisements containing comparisons with other manufacturers or suppliers or with
other products including those where a competitor is named, are permissible in the
interests of vigorous competition and public enlightenment, provided:

(a) It is clear what aspects of the advertiser’s product are being compared with
what aspects of the competitor’s product.

(b) The subject matter of comparison is not chosen in such a way as to confer
an artificial advantage upon the advertiser or so as to suggest that a better
bargain is offered than is truly the case.

Principles by American Advertising Federation

 To ensure truth – advertisements shall tell the truth and shall reveal significant fatc,
the omission of which would mislead the public.

 Substantiate- advertisements shall be substantiated by evidences in passion of the

advertiser and the advertising agency, prior to making any claims

 Comparisons-Advertisements shall refrain from making false, misleading or

unsubstantiated statements or claims about a competitor, product, service or idea.

 Bait Advertising- Advertisement shall not offer products or services for sale unless
such offer constitutes a bone fide effort to sell the advertised produced not a device to
switch consumers to other goods or service usually higher priced
 Guarantees and warranties –Advertisements of guarantees and warranties shall be
explicit, with sufficient information to apprise the consumer of the terms and period.
If space or time prevents such disclosure the advertisement should clearly reveal a full
text of the guarantee or warranty to be examined before purchase

 Price claims-advertisements shall avoid price claims that are false or misleading or
saving claims that do not offer provable savings

 Testimonials-Testimonials should be limited to competent witness who are reflecting

real and honest opinions or experience

 Taste and decency –advertisements shall be free of statements, illustrations that are
offensive to good taste or public decency.
 UNIT II
Advertising Agencies
INTRODUCTION
The advertising agencies are service providers who make advertisements for their clients.
Example O&M, Mudra, Draft, JWT Thompson. Jelita etc

Definitions

“ Advertising Agency is an independent business, composed of creative and business

people who develop, prepare and place advertisements in media for sellers, seeking to find
customers for their goods and service” – American Association of Advertising Agencies
(AAAA)

“An advertising agency is a firm that specialises in the creation, design and placement of
advertisements, and in the planning and execution of promotional campaigns for products
and services of their clients.” - Advertising Agencies Association of India (AAAI)

The functions of an advertising agency

• To accelerate economic growth and create public awareness

• To provide a total, professional, experienced service which is very personal in its

nature

• To take the advertiser's message and convert it into an effective and memorable
communication

FUNCTION PERFORMED BY AD DEPARTMENT

Primary services of Advertising agencies

• Planning and budgeting - Advertising agency studies the product or services of clients
to identify the inherent qualities in relation to competitor's product or services,
analyses competition and marketing environment to formulate advertising plan.
• Administration and Execution - After the study of product, competition, and
marketing environment the experts of agency has to write, design, and produce the
advertisement, it is also called formulation of ad-copy.

• Coordinate with company - The client services manager is the ad agency executive
who guides the campaign-building process.  From client communications and work
flow to budgets and billing, client services managers have many responsibilities.

• Coordinate with media - Now, media is selected for time or space; ad is delivered to
media, checked, verified, and released in media. After ad release payment is done to
media and client is billed for the services provided.

Advertising agency also performs following functions:

1. Contacting Clients: Advertising agency first of all identifies and contact firms which
are desirous of advertising their product or services. Ad-agency selects those firms which
are financially sound, makes quality products or services, and have efficient management.

2. Planning Advertisement: Advertising agency's next function is to plan ad for its client.
For ad planning following tasks are required to be performed by ad-agency:

Study of client’s product to identify its inherent qualities in relation to competitor’s

product.

• Analysis of present and potential market for the product.

• Study of trade and economic conditions in the market.
• Study of seasonal demand of the product
• Study of competition and competitor’s spending on advertising.
• Knowledge of channels of distribution, their sales, operations, etc.
• Finally, formulation of advertising plan
3. Creative Function: Creative people like - the copywriters, artists, art-directors,
graphic-specialists have to perform the creative function which is most important part of
all advertising function.

4. Developing Ad-Copy: Ad-agency with the help of their writers, artists, designers,
animators, graphic-designers, and film-directors prepares and develops Ad-copy.
5. Approval of Client: Ad-copy is shown to the client for his approval

6. Media Selection and scheduling: It is very important function of ad-agency to select

appropriate media for its clients. Ad-agency has to consider various factors like- media
cost, media coverage, ad-budget, nature of product, client's needs, targeted customer, and
etc while selecting media.

7. Ad-Execution: After approval, verification, and required changes, the ad-copy is

handed to the media for ad-execution.

8. Evaluation Function: After execution, it is the responsibility of ad-agency to evaluate

the effectiveness of ad to know how beneficial the ad is for its client.

9. Marketing Function: The advertising agency also performs various marketing

function like- selecting target audience, designing products, designing packages,
determining prices, study of channel of distribution, market research, sales promotion,
publicity, etc.

10. Research Function: Ad-agency performs various research functions like- research of
different media, media cost, media reach, circulation, entry of new media, information
regarding ratings, and TRP's of TV programmes, serials.

11. Accounting Function: Accounting function of ad-agency includes checking bills,

making payments, cash discounts allowed by media, collection of dues from clients,
payment to staff, payment to outside professionals like- writers, producers, models, etc.

TYPES OF ADVERTISING AGENCIES

Full service Agencies

• A full service ad agency is one that provides a range of marketing services. A full
services agency provides services that are directly related to advertising such as
copywriting, artwork, production of ads, media planning etc. It also provides such
services in respect of pricing, distribution, packaging, product design etc

• Full house ad agencies are large size agencies. It deals with all stages of
advertisement. The agency will have different expert people for different
 departments. It starts work from gathering data and analyzing and ends on payment of
bills to the media people.

Interactive Agencies

 There are some agencies who undertake advertising work only in certain areas.
Interactive advertising agencies deals with client and customer interaction. They use
modernized modes of communication.
 Interactive agencies are a bit unique from others because of the services that they
offer. They offer services such as web development and web design, internet
advertising-commerce consulting and search engine marketing. 
 Such ad agency takes care of the online activity of the company They use online
advertisements, sending personal messages on mobile phones, etc. The ads produced
are very interactive, having very new concepts, and very innovative. They create viral
videos and articles which ad mileage to the company’s promotion.

Creative Boutiques

• These are agencies that provides only creative functions and not full-service. The
specialized creative functions include copy writing, artwork and production of ads,
they charge a fee or percentage of full service agencies, and as such most of them
convert into a full service agency or merge with other agencies to provide a wide
range of services

Media Buying Agencies

 The agency is specialised for buying place for advertise and selling it to the
advertisers. They sell time and slot in which advertisement will be placed.
 Also schedules slots at different television channels and radio stations. Finally
supervises or checks whether the ad has been telecasted at opted time and place or
not.

In-House Agencies

• Those companies, which prefer to have closer control over advertising, have their own
in-house agency. This type is owned completely by the advertiser.
 • It performs almost all functions that an outside advertising agency would perform
and that’s why some people refer to it as full-service advertising department of the
advertiser.

• Usually big organisation prefer these types of ad agencies which are built and work
only for them, These agencies work as per the requirement of the organisation.

ORGANISATIONAL STRUCTURE OF AN AD AGENCY

The organizational structure of an advertising agency consists of the same basic elements,
regardless of the firm's size. An account services team manages client relationships, the
creative team develops the advertisements and media specialists select the media outlets that
will run the ads. A senior management team takes responsibility for the agency’s business
and financial operations.

Creative Service: Advertising agencies are known for their creative output, which can
include website design, advertising copy, magazine advertisements, and radio and television
commercials. It comprises of technical experts, system architectures, graphics designers, art
directors and artists, sop writing section , film production section, computers programming
etc. There work to create and produce ads and public services messages for both Electronic
and Print media as per demand of client and as per instruction given to them. They are
equipped with latest technique and equipments.

Art directors and copy writer along with their team generate creative ideas and the remaining
team work in giving those ideas to appropriate physical shapes.

The medium of advertising often varies by campaign. Graphic designers, web designers,
writers, editors and creative directors make up an advertising agency's creative department.

The traffic department regulates the flow of work in the agency. It increase agency efficiency
and profitability through the reduction of false job start, inappropriate job initiations,
incomplete information sharing, over and under cost estimation and answering the phone
calls.

Account Client Service: A client is a person or organization using the services of a

professional person or company; in this case the ad agency. The client services manager is the
ad agency executive who guides the campaign-building process.  From client
communications and work flow to budgets and billing, client services managers have many
responsibilities. They connect an agency's creative efforts with advertisers’ needs. They are
problem solvers who analyze markets and help advertisers develop business goals for their
goods and services. In short, the client services manager is accountable for all aspects of the
delivery of work to the client. 

Advertising agencies typically have account planners who work as the go-between for the
client and the agent. They ensure that client needs are expressed to the research and creative
teams. They also work to ensure that necessary information is transferred to the client
regarding creative, research, competition or any of other factor that may somehow affect how
the client's product gets marketed to consumers. Account planning is where agencies start
their initial interaction with clients.

Marketing Service: Advertising agencies work with companies to establish the

characteristics of their target markets through marketing research. Advertising agencies
spend a substantial amount of time researching consumers to understand what they buy and
what motivates them to buy. Knowing the competition, account managers at advertising
agencies research the environment, identify competitors, and research their marketing tactics.
Through market research, advertising agencies also identify political, social, technological
and economic factors that may affect a client's campaign.

The media marketing department is responsible for planning where and when advertisements
will appear and buying space or time in newspapers, magazines, radio, television, digital
media and outdoor media, such as poster sites and billboards

Management and finance: Headed by the financial manager or administrator. They

are responsible for handing all the matters related to finance. They take care of all the bills for
example electricity, phones, house rent, building fares, internet charges, transport allowance
etc. they are responsible for getting money from advertisers as well. Employees’ salaries and
daily payments also come under this department. They take care of the managerial functions
of the ad agency and are assisted by HR manager and office staffs.

HR department looks after the man power in the agency. They know where to appoint new
person, whom to shift from one to another department, where new training needed, when to
conduct seminars to enhance different skills of workers.

Advertising Agency - Advantages

1. They have the ability to buy media in bulk at rates that a single business cannot
obtain.
2. They are educated as to the best times and places to run ads to reach your target
market, ultimately minimizing wastage

3. They can help you fine tune your target market so that the message is designed to
reach those you want to reach.
4. Easily Administered

Advertising Agency -Disadvantages

• A main disadvantage of using an advertising agency would be the communication
factor. If an agency does not communicate or relay it's clients goals and creative
wishes properly problems can occur within a contract and lawyers may have to
become involved.
 • Another disadvantage would be the media buying discounts you may not be able to
take full advantage of due to commission barriers within an agency,

ROLE OF ADVERTISING AGENCIES

• Advertising agency is a service provider that helps its clients by developing suitable
ad campaigns for them.

• Their aim is to represent its clients' products and services before customers in such a
way that a positive image is created in their minds.

• Advertising agency's role start with the identification of its clients' goals and
objectives.

• This turns out to be of immense value in planning and creating the future course of
action concerning ad campaigns.

COPY WRITER

A copywriter writes advertising and marketing material for products, brands and companies.
It might be a headline, jingle, slogan or commercials for the T.V and Radio-print ads, website
contents, brochures, press releases, articles, product instructions, user manuals, infomercials
and the like.

Advertising copywriters convince people to buy goods and services. There are some who
specialize in their own niche for example: Publicity, Business to Consumer, Travel,
Obituaries, Real estate, Skin care and lots more.

They team up with their partners, research on the product and the class of people most likely
to buy it, involving planning and discussion. They have to get a message across to the
audience that screams “BUY OR DIE”!,They need good business sense and an idea about
the popular culture. They work with an Art director that brings forward the subsequent
visuals that run after your words. Create innovative ideas in accordance to the brief provided
by the client. and make a presentation of the concept to the creative,director of the
agency,,next they make changes the client asks for, remaining within the folds of ethics.
They proof read the content and cast appropriate actors for the commercials.

The qualities of a Copy Writer

 • Sense of humour

• Hard worker

• Ability to write interesting prose

• Visual thinking

• Ambition to write for better campaign

• To rise above the stereotype

Tips for Copy Writing

• State the fact/ benefits

• Identify the target audience

• The sentence should not be more than 15 words

• Balance short and long words

• Don’t use words because it is impressive

• Use magical words

• Pick reader’s language

• Use inspirational language

• Ask questions if you have a solution

• Read it out loud

Structure of a copy

• Headline – mainly to hook the readers. It need not be connected to product, but meant
to attract the readers to advertisement.

• Sub-headline- headlines connected to the product. Informs audience about the

importance and significance of the product.

• Body Copy –supporting text or the invitation lin. It gives product details and act now
clause
 • Slogan – these are temporary campaign statement

• Baseline – company statements. They are permanent text

SLOGANS

Slogans are temporary texts that are found in the advertisement. They are generally called
campaign statement. The campaign of the ad ends with a slogan. It defines the campaign
undertaken for the product. Slogans changes from time to time. Slogans associated with logos
are company philosophy.

It can be metaphor, alliteration, or rhymes. Certain times slogans remain permanent.

Benefit of slogans

• Motivates to buy

• Business specialities

• Captures people’s attention

• Encapsulate business philosophy

• Differentiate from competitors

• Adds punch to the statement and advertisement

SLOGAN WRITING -Characteristic to be avoided

• Normal, general clichés

• Generates, sarcastic or negative response

• Pretentious

• Despicable

• No meaning

• Difficult or awkward

• Used by other companies at the same time

Visualisation in Ads

The term visualising is used in two different senses by advertising professionals.  Visuals are
used as pictures and as ideas. Creative advertising professionals must think visually and
verbally at the same time, whether they are copywriters or artists.

Below are some guidelines for emphasising the visual portion of an advertisement.

1.         To get a point across fast

2.         When the product is new or not widely recognised

3.         If the product has innate visual appeal

4.         If the appeal is primarily emotional

5.         If mood is more important than factual information or narrative

6.         When awareness of an idea or the package is a more important objective than the
action to be taken

7.         When impulse sales in self-service stores are important

The Design Element

Lines: A line is a form with width and length, but no depth. Artists use lines to create edges,
the outlines of objects. A line is created by the movement of the artist's pen. The direction of
a line can convey mood. Horizontal lines are calm and quiet, vertical lines suggest more of a
potential for movement, while diagonal lines strongly suggest movement and give more of a
feeling of vitality to a picture.

Space: Shape is an area that is contained within implied line, or is seen and identified
because of colour or value changes. Shapes have two dimensions, length and width, and can
be geometric or free-form. Design in painting is basically the planned arrangement of shapes
in a work of art. In a picture, the shapes that the artist has placed are considered the positive
shapes. The spaces around the shapes are the negative spaces. It is just as important to
consider the negative space in a picture as the positive shapes.
Form/shape: Form describes volume and mass, or the three dimensional aspects of objects
that take up space. (Shape is two-dimensional) Forms can and should be viewed from any
angles.

Colour: Colour has three properties.

The first is hue, which is the name of the colours. The primary hues are yellow, red, and blue.
Secondary colours are made by mixing two primaries. Intermediate colours are mixtures of a
primary and adjacent secondary colour. The second property of colour is value, which refers
to the lightness or darkness of hue. The third property of colour is intensity, which refers to
the purity of the hue (also called "chroma").

Texture : Texture refers to the surface quality, both simulated and actual, of artwork.
Techniques used in painting serve to show texture, i.e. the dry brush technique produces a
rough simulated quality and heavy application of pigment with brush or other implement
produces a rough actual quality.

Design Principles
Balance: Balance is a psychological sense of equilibrium. As a design principle,
balance places the parts of a visual in an aesthetically pleasing arrangement. In visual images,
balance is formal when both sides are symmetrical in terms of arrangement.

Balance is informal when sides are not exactly symmetrical, but the resulting image is still
balanced. Informal balance is more dynamic than formal balance and normally keeps the
learner's attention focused on the visual message.
There are three main types of balance, horizontal balance, vertical balance, radial balance.

Contrast: Contrast is the most effective way to add visual interest. Contrast is also
crucial to the organization of information - a reader should always be able to glance at a
document and instantly understand what's going on. Add contrast through your typeface
choices, line thicknesses, colours, shapes, sizes, space, etc. The Principle of Contrast states,
"If two items are not exactly the same, then make them different. Really different."

Motion/ Rhythm: The way the artist leads the eye in, around, and through a
composition. The path the eye follows. Motion or movement in a visual image occurs when
objects seem to be moving in a visual image. Movement in a visual image comes from the
kinds of shapes, forms, lines, and curves that are used.
Rhythm is the repetition of visual movement of the elements-colors, shapes, lines, values,
forms, spaces, and textures. Variety is essential to keep rhythms exciting and active, and to
avoid monotony. Movement and rhythm work together to create the visual equivalent of a
musical beat

Dominance/ Proportion: Dominance is used by artists to create emphazise and focus

in their work. Artists can emphasize colour, value, shapes, or other art elements to achieve
dominance. Various kinds of contrast can be used to emphasize a centre of interest.

Unity: Unity means the harmony of the whole composition. The parts of a
composition made to work together as a total visual theme. Unity is the relationship among
the elements of a visual that helps all the elements function together. Unity gives a sense of
oneness to a visual image. In other words, the words and the images work together to create
meaning

ADVERTISEMENT APPEALS
Advertising Appeal is an igniting force which stimulates the customer mindset towards the
product or services. It not the only factor in the marketing mix which initiates a consumer for
buying the product but it is certainly one of the advertisers' most important creative strategy
decisions involves the choice of an appropriate appeal. Advertising appeals are designed in a
way so as to create a positive image of the individuals who use certain products. Advertising
agencies and companies use different types of advertising appeals to influence the purchasing
decisions of people.

Themes of appeals of advertisement can be broadly classified into three types:

EMOTIONAL, RATIONAL and SENSES

Emotional Appeals

An emotional appeal is related to an individual’s psychological and social needs for

purchasing certain products and services. Emotions affect all type of purchase decisions.
Types of emotional appeals are as follows:

Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy are
shown in advertisements to appeal audience to buy that product. For example- Jonson and
Jonson baby products.
Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things
they should or stop.

Fear - Fear is an emotional response to a threat that expresses some sort of danger. Ads
sometimes use fear appeals to evoke this emotional response and arouse consumers to take
steps to remove the threat. For example- Life Insurance

Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy
mouthwash, deodorant, a safer car, get retirement pension plan.

Humour - Humour causes consumer to watch advertisement, laugh on it, and most important
is to remember advertisement and also the product connected with humour. For example-
Happydent, and Mentos.

Sex : Sex is one of the most used emotional appeals in advertisement. The visuals stimulates
a sexual desire in the minds of the people. Example: Close up, Fogg etc.

Rational Appeals

This is generally product oriented appeal, highlights the functional benefits like- quality,
economy, value, or performance of a product. Advertisements based on such appeal are
highly informative, provides information of product attributes or features that can be used as
the basis for rational purchase decision. Technical and high involvement product often uses
this appeal. Other rational appeals include purity, more profits, time saving, multifunction,
more production, regular supply and availability of parts, limited space required, artistic
form, etc. that can make advertising effective

Appeal to Senses

The advertisement uses sight, sound, smell, touch, and taste to appeal to the readers. Using
attractive illustrations and catchy jingles are one way to appeal to visual and auditory senses.
Giving out free or sample packets can appeal the taste or olfactory sense.

Check list for advertisement

• Is it clear?

• Is it simple?

• Whether all the information are all given?

• Are the facts supported?

• Does it sell?

• Is it believable ?
 UNIT - III
Introduction
It is the relation between the organisation and the public. The public of the organisation are
its employees, clients, consumers and general public. Public Relations is a strategic
communication that built mutually beneficial relationship between a organisation and their
public.It aims to earn understanding and support; and influence opinion and behaviour. It also
creates a reputation which is a result of what you do, what you say and what others say about
you.

DEFINITIONS
"Public Relations is a management function which tabulates public attitudes, defines the
policies, procedures and interest of an organization followed by executing a program of
action to earn public understanding and acceptance. “ - Edward Bernays

"PR is a planned effort to influence opinion through good character and responsible
performance based upon mutual satisfactory two-way communication". - Scott M. Cutlips
and Allen H. Center

“Public relation is a distinctive management function which helps establish and maintain
mutual lines of communication; understanding, cooperation between an organisation and its
public; involves the management of problems and issues; helps management to keep
informed and responsive of public opinion; defines and emphasis the responsibilities of
management to serve the pubic interest, help management keep abreast of and effectively
utilise change, serving as an early warning system to anticipate trends uses research and
sound and ethical communication technique as its principle tools” – Dr. Rex F Harlon

“Public relations is the management function which evaluates public attitude, identifies
polices and procedures of an individual or an organisation with public interest, plan and
execute programmes of action to earn public understanding and patience” – PR Newsletter

“ Public relation is the management function that identifies, establishes and maintains
mutually beneficial relationships between an organisation and its public on whom its success
of failure depends on.” - Scott M. Cutlips, Allen H. Center and Glen M Broon
“ Public relation is a communication function of management through which organisation
adopt to, alter or maintain their environment for the purpose of achieving organisational
goals” – Prof. Lawrence W Long and Vincent Hazleton

“ Public relation is the management function of communication between an organisation and

its public” – James E Gruig and Todd Hunt

“ Public Relation is the influencing behaviour to achieve objective through the effective
management of relationships and communication” – British Institute of Public Relation

“Public Relation is the art and science of analysing trends , predicting their consequences,
counselling organisation leaders and implementing planned programmes of action which
serves both organisation and public interest” – World Assembly of Public Relation, 1978

NATURE OF PR
• Public Relations indicates that it is essentially a task promoting rapport and goodwill
between a person, firm or institution and the community at large through
dissemination of information.

• It uses a two- way communication in dealing with public opinion.  

• Assesses the attitudes of the public towards the organization.

• Executes communication programmes to gain public understanding and acceptance of

the management’s point of view.

• Public relations is the art and science of managing communication between an

organization and its key constituents to build, manage, and sustain its positive image.

• Public relations is a management function. An effective communication, or public

relations, plan for an organization is developed to communicate to an audience
(whether internal or external publics) in such a way the message coincides with
organizational goals and seeks to benefit mutual interests whenever possible

• It aims to bring about harmonious and mutually advantageous adjustments between an

organization and the community through dissemination of idea and also providing
feedback from the public to the management
 • evaluates public attitudes, identifies policies that interests public and executes the
programme of communication.

SCOPES OF PR
• Anticipating, analyzing and interpreting public opinion and issues that might impact,
for good or ill, the reputation, operations and plans of the organization. 

• Counseling management at all levels in the organization with regard to policy

decisions, courses of action and communications, taking into account their public
ramifications and the organization’s social or citizenship responsibilities.

• Planning and implementing the organization’s efforts to influence or change public

policy.

• Researching, conducting and evaluating, on a continuing basis, programmes of action

and communication to achieve the informed public understanding necessary for the
success of an organization’s aims. These may include marketing, financial, fund-
raising, employee, community or government relations and other programmes.

• Setting objectives, planning, budgeting, recruiting and training staff, developing

facilities – in short, managing the resources needed to perform all of the above.

• Since PR is the only marketing tool that builds credibility, a brand or an organization
can generate interest and impact in the marketplace as well as create enthusiasm and
momentum internally, with the support of a well-designed public relations plan.

Elements / Functions of public relation

• Counselling

• Media relation

• Public Affairs

• Employee Relation

• Financial Relation

• Special events
 • Publicity

• Community Relation

• Industry/corporate Relation

COUNSELLING: counselling is giving expertise opinion or advice to the management regarding

policies, relationship, communication, etc. It helps the organisation with innovative idea,
suggestions to avoid crisis and how to improve employee relations.

RESEARCH: Research includes scientific and in-depth analysis of the situation. It helps to
solve a problem much better.

Financial Relations. This function involves communication with the wide variety of

individuals and groups that the company deals with in the course of its operations. This
includes the stockholders and investors but is not limited to them.  Financial analysts and
potential investors have to be informed about the company’s finances. A well planned and
executed financial relations campaign can increase the value of the company’s stock because
of improved image and reputation. This improved image can also make it easier to gather
additional capital.

General communication:  Public relations provides an organization or individual exposure

to their audiences using topics of public interest and news items that do not require direct
payment.

The aim of public relations by a company often is to persuade the public, investors, partners,
employees, and other stakeholders to maintain a certain point of view concerning it,
its leadership, products, or political decisions. Common activities include speaking at
conferences, winning industry awards, working with the press, and employee communication.

Employee Relation: Employee relationship management systems may be defined as the

information systems that support the relationship between a company and its employees. The
components of an employee relationship management system are multiple, and, as in
customer relationship management, achieve the goal of assisting employees in the whole life
cycle of their activities in and for the company.
Community Relation: For a business or organization, it is vital to have a presence in the
community. It not only builds a good reputation for your brand, but doing things in the
community is really just a great opportunity to help out those who need it.

Communicating what a brand stands for through events and community engagement can be a
powerful tool in locally building brand reputation in the area.

Corporate Relation: corporate relation is term which simply means any potentially
sustainable relationship between a company and a non-profit organization providing value to
both. It is specialised in building up and maintaining and preserving the positive image of
companies and firms and their brands. The main activities of the corporate relations are in :

• managing the firm’s standing and reputation,

• relationship with non-governmental bodies and opinion leaders,

• managing critical situations,

• the B2B communication,

• Corporate programmes relating to social responsibility (CSR).

Media Relation: Media relations involves working with various media for the purpose of
informing the public of an organization's mission, policies, and practices in a positive,
consistent, and credible manner. Typically, this means coordinating directly with the people
responsible for producing the news and features in the mass media. The goal of media
relations is to maximize positive coverage in the mass media without paying for it directly
through advertising .

Political and Government Relations: The wide range of activities that public relations has
to cover in the political arena includes influencing legislation that can be hindrances to the
proper operation of the company.

Public relations in politics may have to stage debates and seminars for government officials.

Crisis Management: crisis management handles issues and brand-threatening situations.

They must be quick in the mind and able to formulate strategic solutions in an extremely
quick manner.
 For brands, this is imperative because no one knows what could happen in any given
situation. Crisis management pros often draft tweets & content or develop plans prior to
events in order to be prepared for unexpected outcomes.

Process of Public Relation - RACE

• R – Research

• A – Action / Planning

• C – Communication

• E - Evaluation

RESEARCH : It is the controlled, objective and systematic gathering of information in a

particular topic. There are three types of research

– Qualitative: One studies non-measurable variables during the research.

Content analysis, group studies, case studies, in-depth interviews are some
tools for qualitative research which helps to measure human opinion and
behaviour

– Quantitative research: The study is about measurable variables. The data is

presented in numbers and graph. Surveys and samples are some tools used in
these researches

– Secondary Research- gather information from second hand source like book,
internet, articles etc.

Research brings credibility to the study. It can predict opinions, set strategies and even avoid
crisis

ACTION : Second stage is action planning. It includes interpreting the research finding and
formulating strategies and tactics which helps to bring a desired future outcome. Programmes
planners make strategic decisions based on situation analysis. In many organisation these
plans are approved by the management.

PR assists the management to take plans and apply it creatively to get the desired outcome

COMMUNICATION : This includes effective dissemination of information to the public.

 Communication strategy support action programme

To inform internal and external targeted public

To persuade the public to support and accept action

To instruct public to translate intention into action

Some of the communication tools are organising events, charity drives, press conferences,
giving out press releases, corporate social action. Feedback from targeted public will help to
establish two way communications.

EVALUATION : It is the post action research. Evaluation studies the effectiveness of the
communication. It looks into aspect like if the action adequately planned, if it reached
potential audience. It also looks into areas of development and correction in the action. It
studies feedback and reasons for negative feedbacks and how it could be rectified.

Duties and Responsibilities of a PRO

• Gather research and communicate with the public

• Acts as a spokesperson for an organisation

• Maintains good relationship with media

• Co-ordinates publicity event

• Assist in the preparation of brochures

• Represents as an agent for talented individual

• Conducts opinion survey

• Prepare reports, press releases and speech

• Organise public events

• Prepare publicity programmes to create awareness

• Media contact

• Arrange media meetings

Qualities of a Public Relation Officer

• A public relation officer must have high standard of integrity.
 • Learned eye reader

• A good PRO can gain the people’s confidence

• Very precise and expressive

• Good communicator

• Must be bold in taking decisions

• Must have good interview skills

• Good presentation skills

• Good PRO will have enough journalistic qualities

• Have versatile interest in different fields

• Good feelings towards humanity

• Strong code of ethics

Publicity
It is the notice or attention given to someone or something by the media. It can also mean a
movement of information with effect to increasing public awareness. Publicity helps to gain
visibility in the market or society. It is a non –personal stimulation of demand for a product or
idea. The effect of publicity relies on the PR of the organisation.

The main aim of publicity is not sales promotions, but creates an image through media
content, like news.

Advantages: Low cost and credibility are the main advantages of publicity because content
often carries the authority of an independent voice.

Disadvantages: the lack of control over the content is a big disadvantage. The publicity
seekers are at the mercy of the media organisation. The timing and amount of coverage is
also a problem when trying publicity stunt

Publicity can be positive or negative depending on the media presentation on the matter.
Positive publicity gives a good image of the company in media presentation. While negative
publicity puts an organisation in a bad light. Certain times negative publicity also has positive
effective. Even negative publicity gives increased awareness about a particular brand or
product. And as times passes people will remember the brand though they many not be able
to recall the incident

Publicity tools

• Art Exhibition
• Event sponsorship
• Making analysis or prediction
• Issue a report
• Taking a stand on controversial issue
• Invest and present awards
• Stage a debate

PUBLIC OPINION

Opinion is not just a valuation of facts, but also a course of action. Public opinion can be
referred as the sum of individual opinion on issues affecting the individuals

Bertrand R. Canadian, "Public opinion is an expression of a belief held in common by

members of a group or public on a controversial issue.” The public opinion emanates from an
individual’s opinion of members of a group whose views are subjected to the influences
exerted by the group until a consensus is reached and is expressed as the public opinion.

Public opinion is the views of individual as an act which can do away isolation from the
society. Individuals give up their respective opinion to bring out public opinion. The public is
persuaded by a handful of people who influence others to follow their opinion. They are
called opinion leaders. Opinion leaders are experts in particular matter. Media also act as
opinion leaders.

Theory of Opinion formation

• Opinion leaders

– Formal opinion leaders ( religious leaders, media, politicians, experts etc)

– informal opinion leader ( writers, films, celebrities)

In two step flow theory or multistep flow theory, most people form their opinions under the
influence of opinion leaders, who in turn are influenced by the mass media. The idea flows
from mass media to opinion leaders, from them to the wider audience.

Role of media in public opinion

• Agenda setting theory – media tells the society not what to think, but what to think
about. Media prioritise the issues and the intensity of the issue.

• Gatekeepers – media decides what goes into the paper. They can also edit and give the
point of view to the people.

• Media as magic multipliers – media can affect many individuals at the same time.
Certain times the news covered influence the action of a group of people

PROPAGANDA
According to Clyde R Miller “propaganda is the attempt to influence others to some
predetermined end by appealing to their thought and feeling”.

According to Anderson and Parker “propaganda is the deliberate use of communication to

induce people to favour one predetermined line of thought or action over another.”

Kimball Young defines “propaganda as the more or less deliberate planned and systematic
use of symbol chiefly through suggestion and related psychological techniques with a view
first to altering and controlling opinions, ideas and values and ultimately to changing overt
action along predetermined lines.”

Propaganda is a systematic form of persuasion that attempts to influence emotions, attitudes

and opinions of a targeted audience for ideological, political, or commercial purpose through
controlled transmission of one sided messages. It aims to influence the attitude or behaviour
of a community towards some cause or position. Hence facts are presented selectively.
Propaganda relies on images and emotions (esp fear)

PROPAGANDA TOOLS

• Brand wagon – using brand as a instrument to propagate the message. It can be used
by religious leaders’ political parties to propagate their ideology. It attempt to
persuade the target audience to join in and take the course of action that "everyone
 else is taking". The bandwagon effect is a phenomenon whereby the rate of uptake of
beliefs, ideas, fads and trends increases the more that they have already been adopted
by others.

• Predisposition of one’s mind – Invest on the inclination and beliefs of people, which
makes it easier to influence the audience. People are not predisposed to accept
external control. Reinforcing one ideology over a period of time to tune the thinking
and behaviour processing of human beings. Example: the notion that terrorist are
Muslims.

• Spin -. In this PR provide biased interpretation of an event to get a desirable outcome.

Spin is a form of propaganda, achieved through providing a biased interpretation of an
event or campaigning to persuade public opinion in favour or against some
organization or public figure. A spin doctor is defined as: “a spokesperson employed
to give a favourable interpretation of events to the media, esp. on behalf of a political
party.” It doesn’t say truthful interpretation. There are lies of commission and
omission and this definition bypasses the category of omission.

• Herd instinct - This technique reinforces people's natural desire to be on the winning
side. This technique is used to convince the audience that a program is an expression
of an irresistible mass movement and that it is in their best interest to join. The
advertising captures this to induce people to use a certain product or service.
Example: 8 out of every 10 women prefer using the xyz shampoo!

• Symbol Power – a symbol is used to highlight power and ideology.

• Reward and Punishment – It is giving good rewards for favourable action and
punishment for undesired action

• Using Euphemism- using negative words to into positive ones. . A euphemism is a

generally innocuous word or expression used in place of one that may be found
offensive or suggest something unpleasant. Example: using war against terrorism to
justify a war.

• Monopoly –by establishing monopoly over media and communication, enables to

disseminate information easily
 • Source credibility –using a trustworthy name or source to give the message.
Testimonials are quotations, in or out of context, especially cited to support or reject a
given policy, action, program, or personality.

Types of Propaganda

• White Propaganda – White propaganda comes from a source that is identified

correctly, and the information in the message tends to be accurate. Although what
listeners hear is reasonably close to the truth, it is presented in a manner that attempts
to convince the audience that the sender is the ‘good guy’ with the best ideas and
political ideology.”

• “Black propaganda- Black Propaganda is credited to a false source, and it spreads

lies, fabrications, and deceptions. The information is put out by the opposite party but
make it look like from a friendly source. Black propaganda is covert in nature in that
its aims, identity, significance, and sources are hidden.

• “Grey propaganda- it is somewhere between white and black propaganda. The

source may or may not be correctly identified, and the accuracy of information is
uncertain.

PR Tools and Techniques

In order to build a relationship with the target audience and maintain it on a high level, PR
specialists use a variety of tools and techniques. Some of the most common ones include:

Attendance at public events. In order to attract public attention and keep it engaged with a
particular organisation or an individual, PR specialists take an advantage of every public
event and the opportunity to speak publicly. This enables them to directly reach the public
attending the event and indirectly, a much larger audience.

Press releases. Information that is communicated as a part of the regular TV or/and radio
programme, newspapers, magazines and other types of mainstream media achieves a much
bigger impact than advertisements. This is due to the fact that most people consider such
information more trustworthy and meaningful than paid adds. Press release is therefore one of
the oldest and most effective PR tools.
Newsletters. Sending newsletters – relevant information about the organisation or/and its
products/services - directly to the target audience is also a common method to create and
maintain a strong relationship with the public. Newsletters are also a common marketing
strategy but PR specialists use it to share news and general information that may be of
interest to the target audience rather than merely promoting products/services.

Blogging. To reach the online audience, PR specialists use the digital forms of press releases
and newsletters but they also use a variety of other tools such as blogging and recently,
microblogging. It allows them to create and maintain a relationship with the target audience
as well as establish a two-way communication.

Social media marketing. Like its name suggests, it is used primarily by the marketing
industry. Social media networks, however, are also utilised by a growing number of PR
 UNIT IV
House Journal
House journal is the publication of an organization. It communicates with the public of the
company. House journals have been given a variety of names, such as newsletters, employee
newspapers and company newspapers, but, in effect, they carry out the same function. House
journals are private publications and are therefore discussed separately from the commercial
press. Over the years they have tended to change from pulpits for employers to preach from
to supporting more open forms of management–employee relations.

The Usual Definition of house journal is that it is a nonprofit making periodical publication
published by an organization to maintain contact with its employees or with the public.
House journal varies in size, style and type so greatly that it is usual to classify them by their
readership. They are either published for internal consumption or for external consumption or
for both.

The typical house journal of the pas was an all-purpose affair with lots of photographs of men
in suits, giving messages that your organization.

TYPES

There are two types of public for an organization – internal public and external public.
Internal public consist of the staff, managers and the board of directors. External public
consist the consumer, shareholders, government, media and other general public.

According to the public the house journal can be dived into two: internals for staff and
externals for outside publics.

The two are distinct and should not be expected to serve the dual purpose of serving, for
example, employees and customers. House publications are not confined to the world of
commerce and industry, even if house journal editors have, in the past, been given the curious
title of ‘industrial editors’. In fact, private magazines and newspapers are published by almost
every kind of organization, whether it is in the public or private sector, commercial or not-
for-profit.
There are basically five types of house journals. Although some of these previously printed
publications have converted in whole or part to electronic media, it is not so much the
medium but the message that is important, and which medium best suits the function of
reaching the target publics.

Sales Bulletin: The sales bulletin is a regular communication, perhaps weekly, between a
sales manager and sales representatives in the field. The target groups are sales man and sales
managers. The aim of this is to make them aware of the product, service, price attribution etc.

Newsletter: The newsletter is a digest of news for busy readers, e.g. management,
technicians. The term newsletter is sometimes used to describe printed house journals in
general. It can be both printed and soft copy.

Magazine: The magazine, which typically contains feature articles and pictures and may be
published at monthly or quarterly intervals. It is usually contain soft news and feature stories
about the company and its employees, their products, etc. It also contains poems, picture, etc.
The digital version of magazine is the blog, which is updated periodically.

Tabloid: The tabloid newspaper, which resembles a popular newspaper and contains mostly
news items, short articles and illustrations, and may be published weekly, fortnightly,
monthly or every two months.

Wall newspaper: The wall newspaper is a useful form of staff communication, where the
staffs are contained in one location such as a factory or department. These are notices or
circulars.

CONTENT OF A NEWS LETTER

 Focus on organizational policies and announcement.

 Focus on organization achievement and individual achievement.
 Regular columns featuring- expert views, CEO talking etc.
 Interviews
 Soft and hard news stories.

Why Is House Journal Important

  It creates a sense of unity among employees
 It is a platform for discussion both, soft and serious issues of the company. It also
create high integrity and interaction among employees.
 It is information dissemination about company policies.
 It is a part of corporate identity.
 Helps to build a better employee and management relation.

PRESS CONFERENCE
Press conference is one of the most influential and commonly used tools by an organization
to gain coverage in newspaper and media. Rather than sending press releases or having
interviews with individual, press conference have the advantage of having interaction with
room full of journalist all at once. It is an effective and quick way to disseminate public
relation material.

Before organizing the press conference, the organization will give out information stating the
purpose of the conference, data and venue, organized by whom and a brief background of the
company and the issue.

Press conference is attended by both print and electronic media journalists. Therefore the
organisation will get tremendous amount of publicity. During the press conference,
organisation also does following means to get media favours.

Press Kit: The journalists are given a press kit which includes fact sheets, press
release and background information. Sometimes the press kits also have merchandises which
act as an incentive to the journalists. Press kit helps journalist to register their intended
message in the minds of media.

Celebrity Effect: Sometimes the organisers invite prominent celebrities at the press
conference to tap their popularity. It is mutually beneficial for the image of the organisation
and the celebrity. Having a celebrity brand ambassador at press conference adds the news
value of the story.

Speaking Right: Having the right spokesman is also crucial in a press conference.
The spokesperson should be able to build excitement and anticipation around the event. The
person should be able to convey the message accurately and precisely. Also able to answer
the questions directed by the journalist.
CORPORATE COMMUNICATION

Corporate communication is a management function that offers a framework for the effective
coordination of all internal and external communication with the overall purpose of
establishing and maintaining favourable reputations with stakeholder groups upon which the
organization is dependent.

The emphasis in these definitions is on corporate communication as a management function

identifying and managing issues and stakeholders/publics; building mutually beneficial
relationships through communication with those on whom the organisation depends to meet
its goals; and assisting the organisation to adapt to its environment by achieving a balance
between commercial imperatives and socially acceptable behaviour.

Corporate communication is much related to corporate relations. Both areas are applied
communication to corporations or companies for management of stakeholder relationships.
When public relations became non-professional and failed to deliver goods and carried bad
name like spin doctor or mere media relations, the corporate sector in the USA coined a new
word for public relations corporate communication. In fact both are same in reaching the
goals of organisations but are used by organisations in different ways.

The targeted public in corporate communication are employees, agencies, media, government
etc. It includes two types of communication:

 Management communication- which is communication from management

level to the publics
 Marketing Communication-advertisements, personal sellings, promotions,
general publicity, etc.

What does corporate communication promotes?

It promotes corporate culture, corporate identity, corporate and business philosophy, and also
relationship with media. Corporate identity can be the brand recognitions, while philosophy is
the objective or the static base principle of the business.

Characteristic of corporate communication:

One of the characteristics of corporate communication is that it is likely to be complex in
nature. This is especially so in organizations with a wide geographical range, such as
multinational corporations, or with a wide range of products or services, where the
coordination of communication is often a balancing act between corporate headquarters and
the various divisions and business units involved. However, there are other significant
challenges in developing effective corporate communication strategies and programmes.

Corporate communication demands an integrated approach to managing communication..

The general idea is that the sustainability and success of a company depends on how it is
viewed by key stakeholders, and communication is a critical part of building, maintaining and
protecting such reputations.

Corporate Communications help organizations explain their mission; combine its many
visions and values into a cohesive message to stakeholders. The concept of corporate
communication could be seen as an integrative communication structure linking stakeholders
to the organization.

This corporate communication department’s primary concern is to produce communication

vehicles that promote understanding of and good public relations for the corporation. The
corporate communications department is typically responsible for production of the annual
report, promotional brochures, and employee communications. Often a public relations or
marketing firm will offer corporate communications services for the benefit of those smaller
companies that do not have such a department or for those companies that need to
supplement their corporate communications departments.

The responsibilities of corporate communicator are:

 to flesh out the profile of the "company behind the brand" (corporate branding)
 to minimize discrepancies between the company's desired identity and brand features
 to delegate tasks in communication
 to formulate and execute effective procedures to make decisions on communication
matters
 to mobilize internal and external support for corporate objectives
 to coordinate with international business firms
Components of corporate communication are the following:

 Corporate branding: A corporate brand is the perception of a company that unites a

group of products or services for the public under a single name, a shared visual
identity, and a common set of symbols. The purpose of a corporate branding initiative
is to generate a positive halo over the products and businesses of the company.
 Corporate and organizational identity:
Corporate identity is the reality and uniqueness of an organization, which is integrally
related to its external and internal image and reputation through corporate
communication.
Organizational identity comprises those characteristics of an organization that its
members believe are central, distinctive and enduring. The organizational identity
consists of those attributes that members feel are fundamental to and uniquely
descriptive of the organization and that persist within the organization over time.
 Corporate responsibility: Corporate responsibility, corporate citizenship,
sustainability, and even conscious capitalism are some of the terms bandied about the
news media and corporate marketing efforts as companies jockey to win the trust and
loyalty of constituents. Corporate responsibility (CR) constitutes an organization’s
respect for society’s interests, demonstrated by taking ownership of the effects its
activities have on key constituencies including customers, employees, shareholders,
communities, and the environment, in all parts of their operations. In short, CR
prompts a corporation to look beyond its traditional bottom line, to the social
implications of its business.
 Crisis communications: Crisis communication is considered a sub-specialty of the
public relations profession that is designed to protect and defend an individual,
company, or organization facing a public challenge to its reputation. These challenges
may come in the form of an investigation from a government agency, a criminal
allegation, a media inquiry, a shareholders lawsuit, a violation of environmental
regulations, or any of a number of other scenarios involving the legal, ethical, or
financial standing of the entity.
 Internal/employee communications: Internal communications is the function
responsible for effective communications among participants within an organization.
Internal communication is more than the memos, publications, and broadcasts that
 comprise it; it’s about building a corporate culture on values that drive organizational
excellence.
 Issues management and media relations: The role of the public relations specialist
is to communicate with the general public in ways that serve the interests of the
company. PR therefore consists of numerous specialty areas that convey information
about the company to the public, including sponsorships, events, issues management
and media relations.

PROFESSIONAL PUBLIC RELATION AGENCIES

PRSA

The Public Relations Society of America (PRSA) is a nonprofit trade association for public
relations professionals headquartered in New York City. It was founded in 1947 by
combining the American Council on Public Relations and the National Association of Public
Relations Councils. The society created its code of conduct, accreditation program and a
student society called the Public Relations Student Society of America. It has around 28,000
memberships across the globe.

PRSA is governed by a Leadership Assembly that consists of delegates representing its

membership, a board of directors and various committees and task forces. Positions are
elected and served on a volunteer basis. PRSA hosts an accreditation program, industry
awards, networking events and a code of conduct. PRSA also advocates on behalf of the
public relations industry for changes in education and for the credibility of the profession.

IPRA

IPRA stands for International Public Relations Association. International Public Relations
Association (IPRA) was formally established in London on May 1 1955. Britain, the
Netherlands, France, Norway, the United States of America , Australia, Belgium, Canada,
Finland, Italy and Switzerland are the members of IPRA.

The promotion of higher standards and ethical conduct in the practice of public relations
constituted one of the major objectives in the founding of IPRA. They adopted an
international code of Ethic in public relations known as “Code of Athens” in 1965. IPRA is
recognized as an international non-governmental organisation by the United Nations.

PRSI

The Public Relations society of India is a national association of PR practitioners. It was set
up in 1958. The aim of PRSI is to promote and recognize public relation as a profession and
to formulate and interpret to the public the objectives and potentials of public relations as a
strategic management function.

Father of Public relations in India, Kali H Mody was the founder of PRSI. It is head quartered
in Mumbai. It has centers in different parts of the country.