UNDERSTANDING PUBLIC RELATIONS

MODULE - II
INTRODUCTION AND GROWTH OF
PUBLIC RELATIONS- INDIAN
SCENARIO
CHAPTER - 1
 What is Public Relations?

 Everything you need to know about public relations. Public relation is an important

element in the promotion mix.
 In the era of globalization, the most of the multinational companies make concrete efforts
to manage and maintain its relationships with its customers.
 Most of the multinational companies have its public relation department that makes all
effort to monitor the attitude and perceptions of customers.
 Public relations (PR) refer to the variety of activities conducted by a company to promote
and protect the image of the company, its products and policies in the eyes of the public.
 Thus it aims to manage public opinion of the organization. Public relations encompasses a
broad range of activities. 
It Is Used To Perform Following Functions:
 (1) Press relations – To put information about organization in a very positive way.
 (2) Publicity of Product – It can be done by publicizing the events to make publicity of
Products.
 (3) Effective Communication – It is necessary to create and promote understanding of the
organization. It can be obtained through internal and external communication.
 (4) To Promote Lobbying – It necessary to deal with legislators or government as to
encourage or discourage a particular legislation or regulation.
 (5) Counseling – It is to advice the management about public issues, position of the
company and image during the good and bad times.
 Public relations are a broad set of communication activities used to create and maintain
favorable relations between the organization and its publics. Customers, employees,
stockholders, government are officials and society.
 Public relations started as publicity, but today its scope has enlarged to an extent that it is
being defined as “helping an organisation and its public adapt mutually to each other”.
 The focus in this management function is on mutual accommodation rather than a one
sided imposition of a view point.
 Perhaps, it’s only because of this reason the scope of the PR has become so broad and
wide.
Few Definitions Of Public Relations:

 “The art and social science of analyzing trends, predicting their consequences, counselling
organizational leaders and implementing planned programme of action which will serve
both the organization and the public interest.” -Public Association Relations
 “A strategic management function that adds value to an organization by helping it to
manage its reputation.” -The Chartered Institute of Public Relations.
 “Public Relations are the management function which evaluates public attitudes, identifies
the policies and procedures of an organization with the public interest and executes a
programme of action and communication to earn public understanding and acceptance.”-
Mr. John E. Marston
OBJECTIVES

 (i) It facilitates smooth functioning of business and achievement of organizational

objectives.
 (ii) It builds corporate image and creates a favorable impression and creditability of
company’s products.
 (iii) It helps in launch of new products and maintain interest and confidence in the existing
products.
 (iv) It acts as a supplement to advertising in promoting existing and new products. Thus, it
helps business and its associates to sell products easily.
 (v) It lowers the promotional cost as it has to simply maintain staff to develop and circulate
information with media or manage events.
 Features

 1. Saturation of Effort:
 Organizations competing for a finite amount of media attention puts pressure on the public
relations effort to be better than that of competitors. There can be no guarantee that PR
activity will have any impact on the targets at whom it is aimed.

 2. Can be Targeted:
 To a small specialized audience public relations activities can be targeted assuming if the
right media vehicle is used.
 3. Relatively Low Cost:
 It is much cheaper, in terms of cost per person reached, than any other type of promotion.
Apart from nominal production costs, much PR activity can be carried out at almost no
cost, in marked contrast to the high cost of buying space or time in the main media.

 4. Relatively Uncontrollable:
 A company has only a little direct control over the proceedings of public relations activity.
If successful, a press release may be printed in full, although there can be no control over
where or when it is printed. A press release can be misinterpreted and result may be
unfavorable news coverage. This is in contrast to advertising, where an advertiser can
exercise considerable control over the content placing, and timing of an advert.
 5. Credibility:
 PR activity results in a high degree of credibility as compared to other promotional sources
like advertising. As the audience may regard such a message as joining from an apparently
impartial and non-commercial source. Where information is presented as news, readers or
viewers may be less critical of it than if it is presented as an advertisement, which they
may presume to be biased.
Significance Of Public Relations In Business
 Public relation is an area that can change the future of your business. When used
appropriately, PR can make a company – giving it the power to overcome almost any
obstacle. PR is vital for any brand, and for numerous reasons.

 Helps Manage Reputation

 Trusted media connections are prerequisite reputation management. For an example in
your business journey, you will confront appalling situations like advertising gone wrong
or unsatisfied customers hitting out on social media about how bad your product is.
 In times like these, media connections can help you to repair the damage through a simple
press release. PR agencies provide businesses the opportunity to build such connections.
 Promote Brand Values
 In any industry, trust plays a pivotal role in determining whether a business will be
successful or hit the ground. Lack of trust can also lead to loss of sales. However, when
they hire someone in public relations, those experts can work and increase credibility by
improving an organization’s reputation through thought leadership pieces, influencer
connections, and networking strategies.
 With the help of PR you can send positive messages to your audience who are in line with
your brand image by using the ideas that your target customers respond to more positively.
 Strengthens Community Relations
 Public relation strengthens the community relation. When you make new connections, it
means you are building ties with the local market by joining groups, donating time to
charity or any causes related to your business. Being an active member of a community
establishes your reliability. Great public relation means setting up on-going relationships
with many important influencers and knowing how your business may become an
excellent data source for the influential.

 Public Relations is Opportunistic

 Your public relation communications with influencers need not always be about your
business. Offering accessibility to your consumers in order to help the influencer to see
how they’re solving issues using your organization’s services and products. Definitely the
influencer understands that you are not going to give him a consumer who is unsatisfied,
yet without your support, he isn’t likely to gain access. And, he will have the chance to
speak with your customer about your competitors and see what they are doing more
broadly than only your business.
 PR Enhances Your Online Presence
 In this world where everyone is digitally connected, PR helps companies to make the most
of their online presence. Not only can PR agencies provide today’s organizations with the
support and guidance they need to market themselves online, but these companies can also
be ready to step in when disaster strikes or something goes wrong with the image you’ve
been trying to build. With the help of social media, press releases, and connections with
promotional sites that publish content, PR companies are able to help their clients to
achieve desired things, and overcome the roadblocks that might stop them from getting
success.
 Using PR-activity, the company monitors the interests of consumers, partners, and
employees, identifies threats, helps management to resolve various conflicts and quickly
establish a dialogue. Generally, PR is focused on public opinion. In the situation of the
existing fast-growing market, PR is becoming important part of marketing
communications. Public relation influences the performance of marketing as a whole.
Hence, for better opportunities and results collaborating with an avant-garde PR agency is
more than just essential.
Tracing Growth of Public Relations:–

 Rowan University Communication Institute (2000) has published a brief history of Public
Relations (PR). In this literature, it is stated that the concept of PR is not new in the world.
 It is as old as 1000 of years. The Greek Word “Samatikos” which means to “Signify”, “to
mean”. Semantikos means “Semantics” which can be defined as how to get people to
believe things and o things.
 The whole concept of tracing the growth of PR is divided into 4 parts as per Grunings and
Hunt Models (1984) that describes the field’s various management and organizational
practices.
 These models serve as a guideline to understand the brief history of PR.
 In 50 BC, Julius Caesar in his campaign biography “Caesar’s Gallic Wars” publicized his
military exploits to convince the Roman people that he would make the best head of state.
 In 394 A.D., St. Augustine, A professor of rhetoric in Milan, Italy considered as an in charge of
PR who propagated the regular eulogies to the emperor.
 In 1776, Thomas Paine wrote “Crisis” a pamphlet to convince the Washington army soldiers to
stay and fight. Paine was considered as a master of political propaganda whose writings was
giving a strong impact on people to do things and believe things.
 Benjamin Franklin, who used to give lots of positive assertions pioneered the rules for ‘Personal
Relations’ before mass media.
 P.T.Barnum in 19th Century in the U.S. was a master of promotion. William Saward, Lincoln’s
secretary in 1861 was an expert to handle the press. In 1903, Ivy Lee officially became the first
PR to advise John D. Rockefeller on PR issues. Lee professionalized PR by following these
principles:-
 Tell the truth
 Provide accurate facts
 The PR director must have access to top management and must be able to influence decisions
 Ivy Lee defined PR quote, “PR means an actual relationship of the company to the people
and that relationship involves more than a talk.”
 In 1923, Edward Bernays, another stalwart in PR set up principles of PR and focus more
on crystallizing public opinion.
 He also stressed that PR is a public service, should promote new ideas and progress to
build public conscience. Edward Bernays, known as the father of PR and Ivy Lee, the first
PR as a counselor.
 Later in the 1960s and 1970s, the definition of PR has got widened and viewed as a
function that transcended both the journalistic publicity and persuasive communication
campaign traditions.
 Companies started using two – way Asymmetrical method wherein focus was to win public
confidence, continuous and planned programme using institutional advertising.
 The company went directly to the public and feedback of public was adjusted as per
organizational interest.
 The 1980s and 1990s brought a significant change in PR tactics and approaches.
 Involvement of external and internal stakeholders, competitions, the PR function has
become more dynamic.
 PR geared not only to persuade public but establish a mutual understanding, compromise
and creating win-win situations for organizations and their affected publics and
stakeholders.
 This model of mutual understanding is considered as two –way symmetrical method.
 Public Relations in India:-
 PR in India – The Pre- Independence Period:-
 Many scholars have analyzed the historical evolution and growth of PR in India from the
varied perspective for instance:-
 J.M. Kaul chronicles four stages of historical evolution of PR – Early Stage, The stage of
Conscious PR; the third stage of PR and finally professionalism in PR.
 Another author Rahul Jain, in his paper ‘PR Landscape’ published by ‘Global Alliance
for PR and Communication Management’ for information only categorized PR in 3
broad phases – propaganda, publicity and public information.
 During the struggle of the freedom movement, the political leaders used the different
forums to disseminate information and appeal to common masses to participate in the
freedom movement.
 Mass Media especially newspapers played a great role in creating national enthusiasm
among Indians.
 The British Government in 1921 established a Central Publicity Board to function as a
bridge between government and the media. The nomenclature of Central Publicity
Board got changed in 1923 as the Directorate of Public Instruction and in 1939, it
became the Directorate of Information and Broadcasting.

 It is believed that Tata Iron and Steel Company (TISCO) opened their public relations
department in 1943 in Bombay (now in Mumbai). It also started a monthly publication
next year for employee communication.
 Some also believe that systematic function of PR started with the Indian Railways.
 The reason for building the railways, carrying raw materials from one part of the country
to another seems to be a riskier affair, therefore, they started using promotional messages
for passengers inside the train to recover the cost.
 PR in India – Post Independence:-
 India opted for mixed economy model post-independence. The government gave lots of
preference to Public sector organization.
 This led to the start of Industrial Policy Resolution of 1948 and followed by Industrial
Policy Resolution of 1956.
 The Government implemented policies based on import substitution industrialization and
advocated a mixed economy where the government-controlled public sector was expected
to co-exist with the private sector.
 A decision at the top government level was taken around that time that all the central
public sector enterprises (CPSEs) that now number about 250 would have a public
relations department headed by a professional.
 It was also conveyed to the public sector chiefs that for informing and motivating the
employees, every public sector undertaking under the Central government would bring out
a house journal for employee communication.
 When we look at the media scene in India from its Independence time until the 70s when
many public sector companies were being set up, the television and radio were under the
government control.
 Now with more than 350 news channels in the private sector also, Doordarshan competes
with them but at the same time reflects government’s perspective rather than being an
independent news broadcaster.
 All India Radio still has the monopoly on the news. The print media has always been
independent and vibrant and continues to be so.
 Efforts at gagging the print media from time to time have not really succeeded.
 Professionalism in PR:-

 The establishment of Public Relations Society of India (PRSI) in the 1970s gave a huge
impetus to the public relations industry.
 As we mentioned in the introduction that reform in the Indian economy in the 1990s gave
the entrance to many MNCs to come in India which led companies to focus on their
reputation and building a positive image.
 That was the time when many PR and advertising companies started getting set up to help
companies to hang of the situation, finding the strategy to deal with difficult times, and
responding to criticism from adversary groups etc.
 Current State of PR in India:-
 Public relation is a thriving profession in India. There are hundreds of large and small PR
consultancies in the country, employing thousands of practitioners.
 Most companies in private sector and almost all companies in the public sector have public
relations departments.  
 According to a survey conducted by the Associated Chamber of commerce and Industry in
India (Assocham, 2012), the PR industry in India is growing at an annual rate of 32
percent. Many believe the definition of traditional PR has undergone a change.
 PR in its new avatar not just encompasses media relations and employee communication,
but is used increasingly for strategic communication, brand building, customer relations,
and crisis management.
 From an executive function, PR is now becoming a part of the high-level management job
touching upon the core values of an organization.
 PR in India is fast emerging as an institution especially with its growing acceptance as a
skilled and specialized profession.
Internal And External Public Relations
 Internal Public of Public Relations includes Shareholders or Investors, Employees, Suppliers,
Distributors, Retailers/ Dealers and Other business associations.

 Shareholders/owners/investors relations
 Shareholder is the legal owner of the company.
 He provides finances to the company either as shareholder or as a long-term or short-term
creditor.
 They are entitled to dividend, rights shares, bonus shares, discount coupons for purchase of
companies’ products or concessional usage of its services and gifts on special occasions like
annual conference, anniversary or celebration.
 Shareholders deserve fair treatment, get statutory information, transfer of shares to them,
information on change of address or non-receipt of dividend.
 However we see that most of the time the Company’s PR function seems to be performed only in
rebuttal or quick requital after the complaint appears in newspapers.
 Employees Relations
 Employees are the hands and feet of the company. It is through them that the company
fulfils its objectives.
 It needs their cooperation and understanding on a continuous basis in all its activities
including the public relations activities.
 The principle of self-respect, self-determination and self judgment are to be applied when
dealing with employees.
 If the company is able to communicate well with the employees and seek their
participation and cooperation, they can act as the best public relations agents of the
company while dealing with their friends, relations, neighbors, and business associates.
 The leadership and management styles of our executives, their values, attitudinal profile,
all have undergo a sea-change in order to effectively deal with the situation.
 Suppliers Relations
 Suppliers are the business associates of the company who provide all types of raw material
for the business activities of the company.
 Suppliers have a direct and crucial role in the functioning and profitability of the company.
They have to supply the right quality and quantity of materials for the company.
 Suppliers need the company and the company need the suppliers. When the good gestures
of supplier to the company are not responded with an equally good gesture relationship get
strained. (Non-payment or delay of supplier’s bill, high amount of rejection or raw
materials, rude treatment).
 A good company cannot be happy it its suppliers are not happy because they are its
business associates and they also have to make profit.
 Ex. Automobiles co. Like Maruti Udyog, Telco, Eitcher etc. depend heavily on their
suppliers.
 Distributors/Dealers/Retailers  Relations
 “Distributors are the face of the company”. They are the link between the company and its
dealers.
 The success of the business of a company heavily depends on the performance of the distributors/
dealers, more so in Indian economy where the knowledge of the consumer about the company
and its product is relatively poor.
 Retailer/Distributers/ Traders are the friend, philosopher, and guide of the customers or clients.
 In order to build up the company relationship Internal PR needs to announce the various schemes
available for them like prizes, discount, and provide them alternatives both monetary and non-
monetary benefits.
 Other Associate Relations
 It comprises of promoters, Management consultants, lawyers, solicitors, auditors, friends
and family members of the directors of the company and the advisers of the company.
 These people may not be forefront of the company but their role and influence on the
working of the company cannot be undermined under any circumstances.
 Company needs to show care and give them due recognition for their work and support.
 Copies of company publications, annual reports, new issues, preferential issues etc., should
be regularly sent to them to give them special feeling that they matter to the company and
they are eligible for these privileges.
 Congratulatory letters on their birthdays, marriage anniversary, and special achievement is
a good gesture.
 External Public of Public Relations
 External Publics of Public Relations includes Consumers/Customers, Community, Mass
Media, Government, Financial Institutions, Action Groups and General Publics

 Media Relations
 Mass media gives mass exposure to company’s activity. It includes Print Media and
Electronic Media.
 With the improvement in transportation system, technology and increase in the literacy
rate, newspapers, magazines, story books, comics, weekly newspapers, Radio, TV, and
Internet are becoming more and more popular.
 The wining, dining, or gifting image of public relations practitioners is greatly due to how
they interact with media.
 Mass media have always remain a very strong source of voicing opinion, building
propaganda and influencing masses.
 Consumer/Customer
 Customer is the center of today’s business activity. A consumer is a person who purchases
goods and services for personal use.
 An External PR needs to educate the audience pertaining the product or about the
organization and then get the suggestions of the audience.
 Present era of management belongs to marketing where every happening in the company
revolves around the customer.
 Mahatma Gandhi , the father our nation,  a very simplistic man in his lifestyle and who
does not involve much in business yet understood the important of customers deeply. He
said, “A customer or consumer is not a means of business, but he is the purpose of
business. He is not an intruder on our premises, he is our quest. He is the last inspector of
our quality and he is always right”.
 Customer education, Market research, public opinion polls, customer satisfaction level,
after sales services and constant relations is a must for company to public.
 Ex. Customer meets, free servicing by Usha Sewing machine, Godrej typewriters
 Community Relations
 Looking after and protecting the interest of the community is the essence of community
relations.
 Community represents that public which stays in the close vicinity of the company, its
office, plants and godowns, warehouse etc.
 Therefore it becomes a social and moral obligation of the industry to compensate
community for these losses by making its humble contribution.
 In gratitude to public companies need to provide various types of services like education
service, sewage and sanitation facilities, employment facilities and  health services and
others.
 Participation in community’s social and cultural functions, making generous contribution
towards its success by giving donation and infrastructural support leads to goodwill and
longer lasting relations between the company and its community.
 Government Relations
 In a country like India, all major institutions for control of trade, business and industry are
with the government.
 The purpose of the relationship with government seems to be disappearing because of
vested interest of Individual or corporate.  
 From the point of view of public relations government and its machinery can be divided
into two categories depending on their characteristics. i.e. politicians and bureaucrats.
 The public relation professionals have to ensure that without hurting the feelings of either
of them and equally balancing their relationship with them, they have to pursue the
objectives of their company, department and the profession.
 Ex. Sugar and cement industry as a whole make substantial donations to political parties to
seek favours after elections
 Relationship with Financial Institutions
 “Finance is the life blood of business”. Financial institutions have very important role in
all commercial transactions of the company, commencement of business, its expansion and
growth and even in retardation. 
 Visit site and plant of the company, giving details of their projects, technical and financial
collaboration and market projection helps the financial institutions to understand the
company’s plan better and thus gain more confidence.
 Timely submission of progress reports, payment of principal and interest amount and
keeping financial institution abreast with the latest relevant information further helps the
company to strengthen its credibility and goodwill with financial institution.
 Relations with Action Group
 Action Group is a group of people that work together to try to achieve changes relating to a
particular situation or in order to help a particular group of people.
 The enactment of Consumer Protection Act, 1986, and the framing of the rules in 1987
have been a major milestone in the role of Action group. 
 It is small in number but very high in terms of their potential in building or exposing
malpractices or inflict setback to the image and reputation of the company.
 They have high ego and esteem profile because of power, credibility and ability to
influence masses. Relationship with them could be build up by regular dialogue, include
them in the PR list and appreciate them.
 Ex. Tarun Tejpal ruin the image of Tehelka
 Relationship with General Public
 General public is the ultimate judge of all the activities of the company, based on which it
will survive or die.
 They are the largest of all the external publics of a company and probably the most tolerant
of all the public’s.
 Interaction with general public is through Radio, Television, exhibitions, banners,
hoardings, leaflets etc. is very important because they are the ones who will buy the
product of the company.
 Companies need to show interest on social issues such as illiteracy, environment
protection, pollution control to improve the quality of life of public and not just their
‘Product or Brand’  Most of the consumer goods companies whether it is Parle Beverages
Ltd., or Cadbury India Ltd., have suffered massive setbacks whenever they got involved in
some controversies.
Reasons for Emerging International Public
Relations:-

 “The globalization of news media, the unification of the world’s economy and the
emergence of multinational companies have helped to expand this area of public relations.
International public relations is not today limited businesses because many non-profit
organizations and associations are included in its scope.
 The reasons for emerging International Public Relations are as follows:-
 Integrated and independent economy: – The concept of free trade policy, single market, and
fewer investment barriers have connected countries globally.
 Therefore, the existence of multinational negotiations among nations, GATT (General
Agreement on Tariffs and Trade), the international organizations to monitor an develop
international trade and monitory system, World Trade Organizations, International Monetary
Fund and World Bank are few entities to represent the trend of the world economy.
 But, the open door of other countries to enter into foreign markets has also developed lots of
complications in economic environment related to employee, clients and political and economic
factors as well.
 This resulted in the organization to consider public relations counselor more seriously. It is
imperative for an organization who do business across the sphere because they help an
organization, individual, social organization to deal with absentee ownership, handle sensitive
matter related with cultures of other peoples, combat ethnic and religious hatred of centuries.
 Today, the government also employ PR practitioners to win the world support for their foreign
policy goals, promote tourism and establish nation’s identity in the world community.
 New Communication Technologies:-
 Today, the world is full of information thanks to the availability of various sources of
electronic media and sites at an exponential rate.
 The internet, satellites, supersonic jet travel gives lots of accessibility to people to get
inform and aware.
 New communication technologies have given lots of benefit to PR professionals too in
their work, content, flatten the organizational structure and more connect with the public.
Mergers and Acquisitions

 What is Mergers & Acquisitions?

 Mergers and acquisitions (M&A) are defined as consolidation of companies.

 Differentiating the two terms, Mergers is the combination of two companies to form one,
while Acquisitions is one company taken over by the other.
 M&A is one of the major aspects of corporate finance world. The reasoning behind M&A
generally given is that two separate companies together create more value compared to
being on an individual stand.
 With the objective of wealth maximization, companies keep evaluating different
opportunities through the route of merger or acquisition.
 Mergers and acquisitions (M&A) together with divestitures typically encompass numerous
types of company restructuring approaches.
 These can vary based on control, purpose, and other criteria.
 There are many reasons that companies participate in mergers and acquisitions including
eliminating competitors (through acquisition), synergy (companies operating in the same
space can leverage each other's strengths, gaining competitive advantage or a larger market
share, diversifying offering/services, cutting costs, etc. 
When two or more companies merge, they Acquisition is sometimes seen as an
create a new entity that often benefits from extreme case of a merger where one
both merged parts (e.g. cost position, company takes over another
broader product/services offering, know- company incorporating it into it’s
how, market access etc.). There are own entity.
numerous types of mergers described in M&A Examples:
detail further below. ● Microsoft and Skype
M&A Examples: ● TransCanada and Columbia
● Disney and Pixar Pipeline Group
● Exxon and Mobile ● Dell and EMC
● Comcast and Time Warner Cable
Examples of Mergers and Acquisition

 Disney and Pixar / Marvel Acquisition

 In 2006, Walt Disney Co. acquired Pixar for $7.4
billion. Since then, movies such as Finding Dory, Toy
Story 3, and WALL-E, have generated billions in
revenue. Three years after the Pixar acquisition,
Disney’s CEO Bob Igner, set out to acquire Marvel
Entertainment for $4 billion.
 Considering 11 Marvel movies have brought in more
than $3.5 billion since the acquisition, and is a good
example of a successful acquisition across all fronts. 
Google and Android Acquisition
In 2005, Google acquired Android for an
estimated $50 million. At the time of the
deal, Android was an unknown mobile
startup company. The move made it
possible for Google to compete in a market
owned by Microsoft with Windows Mobile
and Apple’s iPhone. This deal is a
successful acquisition example, 54.5
percent, of U.S. smartphone subscribers
use a Google Android device as of May
2018.(www.statista.com) 
 JOINT VENTURE

 The classic joint venture definition is a business arrangement in which two or more companies
combine resources on a project or service.
 The length of the agreement and what resources it will include will vary. Participant companies
typically agree to split any profits the venture creates.
 As a result, joint ventures are potentially advantageous for companies in need of expanded
resources with minimal (or no) infusion of capital.
 The key to any joint venture is trust. You’ll be working with unknown entities from different
companies, and in order to accomplish your shared goals you’ll need to trust them
 TYPES OF JOINT VENTURES
 Here are two major types of joint venture that two or more companies might participate in.
These joint ventures might affect one particular product or an entire product or service line.

 1. PERSONNEL-BASED JOINT VENTURE

 This type of partnership covers both the people themselves and the expertise they bring to
the table. Several staff members from Companies A and B are placed on a project. Think
multiple programmers to design or upgrade an app, or several architects to refurbish an
out-of-date building.
 2. EQUIPMENT-BASED JOINT VENTURE
 This type of partnership may involve technology or machinery. For example, Company A
lacks the manufacturing technology to produce its new furniture line. It partners with
Company B, which has the necessary equipment but lacks designers. The advantages of
joint venture arrangements in this example are clear: The collaboration allows Company A
to create its desired innovation without an outlay of capital, while Company B gains a
percentage of profits without incurring development costs.
JOINT VENTURE EXAMPLES

 1. CARADIGM (MICROSOFT CORPORATION + GENERAL ELECTRIC)

 “Caradigm” venture between Microsoft Corporation and General Electric (GE) in 2011.
 The Caradigm project was launched to integrate a Microsoft healthcare intelligence
product with various GE health-related technologies. 
 2. BARNES & NOBLE + STARBUCKS

Barnes & Noble and Starbucks (placing Starbucks

coffee in bookstores)
 3. SAMSUNG + SPOTIFY

Samsung-Spotify (making it easier to use Spotify on

Samsung devices).
 BM
 Japanese carmaker Toyota and Germany's BMW are to work together on environmental-friendly
motoring technology. They will do joint research on next-generation batteries for green cars.
Collaborations

 Collaboration is the process of two or more people or organizations working together to

complete a task or achieve a goal.
 Collaboration is similar to cooperation.
 It enables individuals to work together to achieve a defined and common business purpose.
 Sometimes, collaboration involves two or more groups that do not normally work together,
they are disparate groups or not usually connected.
 For instance, a traitor collaborates with the enemy, or rival businesses collaborate with
each other
 The subtlety of collaboration is that the two groups may have oppositional initial goals but
work together to create a shared goal.
 Definition of Foreign Collaboration
 “Foreign collaboration is an alliance incorporated to carry on the agreed task collectively with the
participation (role) of resident and non-resident entities.”
 Alliance is a union or association formed for mutual benefit of parties.
 Foreign collaboration is such an alliance of domestic (native) and abroad (non-native) entities like
individuals, firms, companies, organizations, governments, etc., that come together with an
intention to finalize a contract on some tasks or jobs or projects.
 Examples of Foreign Collaboration
1. ICICI Lombard GIC (General Insurance Company) Limited is a financial foreign
collaboration between ICICI Bank Ltd., India and Fairfax Financial Holdings Ltd.,
Canada.
2. ING Vysya Bank Ltd. is a financial foreign collaboration formed between ING Group from
Netherlands and Vysya Bank from India.
3. Tata DOCOMO is a technical foreign collaboration between Tata Teleservices from India
and NTT Docomo, Inc. from Japan.
4. Sikkim Manipal University (SMU) from India runs some academic programs through an
educational foreign collaboration with abroad universities like Liverpool School of
Tropical Medicine from UK, Loma Linda and Louisiana State Universities from USA,
Kuopio University from Finland, and University of Adelaide from Australia.
 Advantages and Disadvantages of Public Relations

 Advantages of Public Relations

 Public relations offers several advantages not found with other promotional options. These
advantages include:

 Considered a Credible Form of Promotion – A key part of a PR promotion is to obtain

mentions of an organization in independent media outlets (e.g., television, online) as the
target market generally views the mention as being more credible since it is not based on
payment (i.e., advertisement) but on the media outlet’s judgment of what is newsworthy.
 Can Offer More Detail – A well-structured public relations campaign can provide the target
market with more detailed information than they receive with other forms of marketing
promotion (e.g., details on a special event).

 Information May Spread Quickly – A story mentioning an organization may be quickly

picked up by a large number of additional media outlets (e.g., spread rapidly by bloggers and
social media).

 May Be Lower Cost Than Other Methods – When compared to the direct cost of other
promotions, in particular advertising, the return on promotional expense for well-executed PR
can be quite high.
 Disadvantages of Public Relations
 While public relations holds many advantages for marketers, there are also concerns when
using this promotional technique. These disadvantages include:

 Lack of Control Over Message Release – While public relations often uses the same
print, digital and broadcast media outlets as advertising, it differs significantly from
advertising in that marketers do not have direct control over whether a message is
delivered.

 Lack of Control Over Message Content – When public relations conveys information to
a member of the media (e.g., reporter), the message may be “re-crafted” to fit within
media’s content (e.g., news story) with the final message not being precisely what the
marketer planned.
 May Be Higher Cost Than Other Methods – While a PR campaign has the potential to
yield a high return on promotional expense, it also can have the opposite effect (e.g., few
attend a presentation by a company-paid spokesperson).

 Message May Not Appear at All – When dealing with the media, there is always a chance
a PR content item (e.g., TV interview with the company president) will get “bumped” from
planned media coverage because of a more critical breaking news story (e.g., earthquake).

 Special Skills May be Needed to Do PR Effectively – Marketers, accustomed to handling

many of their own promotional tasks, may find that public relations requires a different
skill set than other types of promotion (e.g., skills in dealing with the media), thus
requiring the marketer to spend on a PR professional.
Role Of Public Relations in Various
Sectors
Chapter - II
Role Of Public Relations in Health care
 Healthcare is one of public relations biggest growth areas and it covers a number of
sectors, including biotech, pharmaceuticals, animal health, vaccines, medical technology,
and health care providers.
 With healthcare constantly evolving public relations are proving to be needed now more
than ever.
 People working in healthcare public relations specialize in handling internal and external
communications for healthcare companies, from helping promote products that improve
quality of life to helping clients navigate some of the world’s dilemmas, like AIDS in
undeveloped or cost management in developed countries.
 There are four keys parts to a PR Role:

 Communicating
 There are multiple audiences within the Healthcare industry who require different
messages. This will require different tones and use of language to be use to send the
message to each audience, and PR executive can use their skills to address this for the
business.

 Building the brand

 As in any industry, organizations come in all different sizes and type. This is the same
within healthcare, and it is therefore important to make your business stand out from the
rest. This can be achieved by building a brand presence. Attending networking events and
exhibitions is a great way to start, but another way is through PR. Professionals can build
up the brand using their specific skills.
 Company Advisor
 Rules and regulations in certain areas within healthcare tend evolve and it can be difficult
to keep track of all the changes. The PR professional or agency would be on top of this and
would be able to offer advice and accurate recommendations as necessary.

 Enhance Business Growth

 A trade publication or review depending on the nature of your business if done correctly is
a powerful way to generate more business as well as enhancing the brand. PR strategies
will need to be put in place and work best if they co-inside with sales and marketing plans,
and can lead to bigger media coverage for potential customers to see and generate demand.
They will require thought and this can be time consuming but worth the effort.
 The most important part of a PR role, is the handling of communications between the
general public and the reputations of their clients but other responsibilities include writing
for internal publications and other materials, newsletters, and handling calls from the
media.
Role Of Public Relations in Entertainment

 The film industry is one of the biggest players in the entertainment field. Every year, close
to 600 feature films is released in the US, with India leading the numbers by a massive
1200-odd feature films per year. The figures fluctuate every year, but that does not take
away the massive competitiveness of the film industry.

 Along with the advertising and marketing campaigns handled by the films, Public
Relations is slowly becoming a major part of the promotional activities in the film
industry.
 Public Relations help bring the spotlight to the films.
 They help create the anticipation and excitement which draws the audience to the nearest
theatres.
 Stellar cast, award-winning directors cannot always garner the best interest from the
audience.
 You need a strategy, which generates interest around your film, and use the right medium
for it and that’s what PR assists in.
 The biggest advantage of Public Relations remains its media connection.
 PR Agency brings the news to the people and through the most powerful medium, the
Media.
 Public relations have important contacts with the media and they know how to deploy the
film’s message.
 They understand how to take the elements of the film and make them newsworthy, or in
today’s terms, trend-worthy.
 They ensure that the film receives maximum media exposure, which will translate into
more audiences at the theatres.
 Also, the other advantages, such as cost-effectiveness, image building skills and crisis
management skills, of Public Relations play a huge advantage in the film industry.
 With advertising and marketing campaigns costing quite a fortune, more filmmakers are
including more of PR campaigns in their promotional strategies.
 The most effective way to connect with the audience is rich content. 
 PR agency deploys the central message of the films through numerous mediums to garner
interest.
 From holding a press conference to announce the new cast, releasing a teaser/trailer to
organizing a photo-op, public relations involves the media to help create the buzz
surrounding the film.
 The more your film is talked about, the more interest it garners.
 Publicists also promote films on different platforms, such as appearance on TV shows and
social events.
 Social media has always played a pivotal role in spreading a message through its viral
effect and word-of-mouth referrals.
 The filmmakers choose to release engaging content on the social media where the message
travels quicker and to a larger audience.
 Apart from promoting the film to the audience, PR agencies also help in promoting the
films to distributors, film festivals, influencers and bloggers.
 Example

 Ghajini: If there was an award for the most innovative marketing campaign, it would
certainly be awarded to Ghajini which changed the dynamics of In-Cinema advertising. In-
Cinema advertising was always limited to In-Cinema Slides and Television Commercials.
However what Ghajini did was the unthinkable. They tied up with leading multiplexes in
Mumbai wherein the staff was seen sporting the famous Ghajini hairstyle. This promotion
was done when the audience went to watch Shahrukh Khan’s ‘Rab Ne Bana Di Jodi’,
which released in theatres on 11th December 2008 whereas Ghajini was releasing about a
month and a half later on 24th December. The crowd loved this unique promotion and this
became a talking point for quite some time.
Aashiqui 2: One of the biggest hits of 2013 is remembered for two things – Great Music
and a couple romancing under the shelter of a jacket. This is what motivated the makers
to go ahead with one of the most unique ‘In Cinema- Seat advertising’. A mannequin
resembling the Aashiqui 2 couple was placed on a seat in select theatres in Mumbai .
The couple were in the Aashiqui 2 pose with branding done on the jackets about the
release date of the film. This activity was carried on in screens where ‘Ek thi Daayan’
was showcased since Aashiqui 2 was releasing a week later.
Role Of PR In The Real Estate Business
 A property PR agency will help you to generate free editorial coverage in trade press,
business titles and online media.
 They will also combine PR and other types of content such as blogs and advice pieces to
help you amplify your social media reach and improve your search engine rankings to
attract more website traffic – and ultimately more enquiries.
 Promote your developments
 The most obvious but still one of the most important functions of property PR is to get
maximum exposure for your developments.
 Where relevant, you should be promoting them at every stage of the process from planning
to the start of construction and sales right through to completion.
 A property PR agency will put together press releases, photos and press packs on your
behalf and sent them to relevant media. They will also send out press releases on other
company news stories.
 Comment on the market
 Your knowledge of the property market is what helps sell your service to clients – so why
not demonstrate your expertise by sending comments to the media? Having your insights
published in a respected magazine will further build the profile of your business.
 Every time there is a change in legislation or stamp duty, or an important announcement on
the housing market, journalists seek out comments from industry insiders to assess the
potential impact.
 Look out for the unexpected also – for example, when the value of the pound fell sharply
in the wake of the UK’s Brexit vote, a story we put out about the increase in interest from
foreign investors attracted worldwide coverage.
 Write about your buyers
 People are interested in reading about the experiences of other buyers in the same position. It also
gives an opportunity to show how your services help meet clients’ needs. Persuade buyers to let
you feature their stories as case studies on your website – and make sure that you get a good
quote which you can pick out as a testimonial. However, be sure to let them have sight of the
story and get their written approval to use it both online and, if the occasion arises, in any media
stories. Editors like to feature human interest stories and it may be a useful example for any
future articles they are writing.
 Identify trends
 Consider what your buyers want and how that is changing to identify trends in the market. For
example, it could be that professionals are looking to move out of overpriced cities into the
suburbs or vice versa – with younger couples working in rural towns buying in cities and
becoming ‘reverse commuters’. Identifying storylines like these is another good way to capture
editors’ attention and generate coverage. You can even developer ‘buyer personas’ to help you
target them more precisely.
 Highlight opportunities
 In a challenging property market, look out for ways to buck the trend. So for example, if
first time buyers are struggling to get on to the property ladder, can you point out
alternative areas which are more affordable.

 Produce property guides

 ‘How to’ guides are a good way to generate a following and attract enquiries. To identify
topics, consider the challenges which your clients face – these are the type of things they
will be searching for and all you have to do is provide information that answers their
questions. Unlike news stories, guides are less likely to go out of date and you can promote
them regularly on social media. Present them in two ways – as a shorter blog post which
links to a more in-depth piece and which visitors must submit their contact details to
download. This allows you to build your database. You can also use guides as a free gift to
help engage people requesting information about your services.
 Make the most of social media
 By creating a regular flow of quality material – press releases, case studies and guides – a
property PR agency will provide fresh content to update your social media channels and
build your following. Media titles usually have a following of their own – and much bigger
than a single business could achieve. When they cover your stories, they will often put
links on their Twitter, LinkedIn or Facebook accounts – thus greatly amplifying the
audience you could reach by your own channels alone.

 Build links with journalists

 A property PR agency can also help you build relationships with the key journalists, make
introductions and arrange interviews where appropriate. Ensure you become a familiar face
to them, and someone they can approach for comments. Attend events organised by the
publications, follow the journalists on social media and get to know the type of stories they
write.
Role Of PR In Banking & Finance
 The digitization of the economy, but even more so the transformation of financial services
that transferred the bulk of transactions from tellers to ATMs within the span of only a few
years, as well as the move from computer to mobile services, has completely overhauled
the relationship between clients and banks.
 Within this context, financial service providers who are able to develop and maintain
meaningful relationships with their clients will have a lasting competitive advantage.
 This implies guiding clients through changes and establishing a relationship of trust.
 In order to create such a relationship, public relations provides several tools such as
working with influencers and participatory approaches in order to bolster the marketing
communications strategies of financial service providers, but especially to facilitate mutual
understanding.
 Building authentic relationships
 Public relations may act as a catalyst to bring stories under the spotlight, but may also
make it possible to develop and tell stories in a way that enables all stakeholders to play a
role.
 The numerous debates on business decisions made by banks, for example about the
location of underused ATMs, show just how important banks are to the lives of people and
communities.
 An authentic culture of public relations does not seek to make people accept change, but
rather to make change acceptable by introducing informed decision-making in the best
interest of each party.
 Safeguarding trust
 Whether they are guiding individuals, entrepreneurs, or investors, banks must at all times
safeguard the trust of people they do business with.
 Even more than in other sectors, when trust in a financial institution is jeopardized, dire
consequences may ensue not only for stockholders, but also for clients and the entire
country’s economy.
 Moreover, a public relations culture does not simply react to the proper audiences in a
timely manner, but also prevents potential misunderstandings that could damage the trust
of stakeholders.
 Hearing and understanding the desires and attitudes of stakeholders is also integral to
public relations.
 public relations may act as a powerful pivot for the banking sector, particularly in our time
of technological uncertainty, and are thus necessary now more than ever.
 Example
 Axis Bank brings its brand philosophy through a new campaign
 Axis Bank launches ‘Dil Se Open’, a campaign that unveils its new brand philosophy
supported by process transformations.

The turbo-charged technological advancements that are sweeping every industry have also
been embraced by banks, the world over. However, in spite of the rapid strides towards
digital banking, when it comes to personal investments, customers still prefer personal
attention and the timeless human touch. The latest campaign, Open, echoes this very
philosophy, which has been the guiding principle for Axis Bank all through.
  Partnership with Edelweiss | Mobikwik

Digital wallets platform Mobikwik announced its partnership with Edelweiss Tokio Life
Insurance. As part of the partnership, Mobikwik users could avail Group insurance. These came
in the variants of Rs 1 lakh, Rs 3 lakh, and Rs 5 lakh.

Mobikwik generates around 20-25 media mentions per month. Its Edelweiss Partnership news
broke all records! It generated around 60 media mentions creating Mobikwik’s biggest peak in
2019.
Role Of PR In Fashion & Lifestyle
 Over the last few years, the fashion world has grown immensely, the fashion industry is
not minor anymore.
 It’s quite the opposite, it’s vast, today fashion culture is dictating the world. Along with
carving the behaviors and attitudes of the public.
 The industry over the years has created its dominance in the world but is highly
competitive within its domain.
 A publicist or public relations person is involved with fashion brands, fashion designers,
fashion events, and fashion organizations to identify and communicate with the target
audience, other industry members, and potential clients.
 This is done through creating and maintaining relationships with various channels in
fashion, media, and events. 
 It is a team that focuses on communication in fashion by creating and promoting a
favorable public image of the fashion brand.    
 There are many roles that a PR does in the fashion industry mainly to identify the brands
and retailers and their target audience via different PR mediums along with different ways
for the company to attract their audience.
 PR Agency plays a very important role in the design fraternity. They are primarily the
spokesperson of the designers.
 From creating the brand-oriented ideas to implement it at a  mass level is primarily what a
PR Agency does to the designer brand.
 They promote the fashion brand, fashion designer, or any other clients and grab the
attention of the target audience, other members of the fashion industry, and the potential
buyers or resellers.  
 There are many in the industry that is associated with Public relation agencies to create a
hype about the fashion brand and build a favorable image of the label.
 This includes-Media, Influencers, Celebrities, Fashion and Jewelry designers, Public
figures, Fashion stylists, and Fashion Event Organizers.
 Collaborations, sponsorships, awards, fashion weeks, latest fashion news, trendsetting
blogs, talks, affiliation with fashion education institutions, fashion organizations & guilds,
famous Instagram fashion influencers, and social media influencer marketing are some
of the ways of communication in a fashion that the public relations agency opts for, to
put out the right content at the right time for the right brand.    
 Over the last few years, social media has become an important tool for public relations in
marketing. 
 As global internet users had already crossed 1 billion in 2005, with approximately 650,000
users going online every day to keep themselves updated with the latest around the world,
many of them are reaching out to social media platforms for latest fashion trends, DIY’s,
exploring where to buy what and finding the new and innovative in fashion and lifestyle
too. 
 This has made social media a key medium to communicate and influence globally,
especially the Indian population as it is the second-largest online market in the world.
 The public relations agencies dealing in fashion and lifestyle brands have benefitted
immensely with the advent of social media. 
 As communication in fashion is the crux of public relations professionals, social media
has provided them with a perfect platform to make it a two-way communication in
fashion rather than a one-way traditional zone.
 It is easier for the professionals to now connect with their audience and plan their
strategies according to the response and behavior of the target audience, which can be
easily comprehended due to instant responses of the audience through likes, comments,
DMs, chats, etc.       
 Social media is a 24/7 ongoing platform, reaching a global audience, this gives a scope of
expansion to fashion brands and PRs also use this as a medium to create a hype or put out
content digitally to be viewed by a larger and varied audience. 
 Example
 The fashion personality test
 Create a personality test campaign to
increase brand awareness, showcase your
new collection and collect user preference
data. Invite your audience to find out which
perfume, pair of shoes, handbag, or coat best
suits their style and personality.
 This is what digital media Enfemenino did
with advertiser Zalando on their fashion
marketing campaign called “Find out what
kind of girl you are according to your look
and earn a special discount on Zalando!”, for
instance. Grazia also chose to work with this
format (sponsored by shoe brand Sorel):
  Victoria’s Secret: Fitting Room Experience

We all know about Victoria’s Secret’s extravagant fashion shows, along with their ability to
make it one of the most popular fashion events of the year. But have you ever been inside
their famous fitting rooms? Apart from being surrounded by the skimpiest lingerie and the
silkiest pajamas, Victoria’s Secret offers customers a unique and fun-filled experience with
their fitting rooms specially designed for an ‘angel’. These fitting rooms are fully furnished
with aesthetically pleasing Victorian-style designs, covered in shades of pink and black.
The luxurious yet inviting mood the room brings provides a comforting experience to
buyers. In fact, this fashion marketing strategy is proven to be an effective approach to
persuade customers to purchase their products.
Theories & Tools of PR
Chapter - III
Ethics & the Public Relations Models

 Grunig and Hunt identified four models of public relations that progress from an
elementary method of public relations to a more sophisticated practice.
 The models from basic to sophisticated include press agentry/publicity, public information,
two-way asymmetrical communication, and two-way symmetrical communication.
 Each model represents a specific ethical orientation that when considered collectively
illustrates the ethical development of public relations.
Press Agentry Model

 The press agentry model is the lowest “level” of ethical public relations.
 This model focuses on publicity or press agentry to gain attention for the organization.
 Reminiscent of P.T. Barnum’s publicity stunts, this model focuses on self-interest or
gaining attention, whether good or bad.
 As a result, this model can be used to exploit a situation for personal gain.
 For example, pharmaceutical CEO Martin Shkreli hiked the price of daraprim from
$13.50 per pill to $750 per pill overnight, a 5,000 percent price increase. In response to the
uproar, Shkreli replied that his responsibility was to the investors of his organization, not
the affected patients.
 His actions thrust him and his organization into the media limelight and spurred many
antagonistic Twitter exchanges.
 Some suggest that the price hike was a publicity stunt to bring daraprim to the forefront of
a broader audience. If so, the maneuver was successful, as the drug currently enjoys high
name recognition beyond the scope of its current patients.
 Examples such as this one highlight the often-seamy side of the press agentry model.
 Manipulation and/or deception can often be used to achieve short-term rewards.
 Like the teleological approach, the press agentry model focuses on outcomes more than
processes.
 It considers the outcome more important than the means to get to the outcome.
 As a result, an ethical outcome could be the result of an unethical process. 
Public Information Model

 The public information model, the second level of public relations, is often described as
the “journalist-in-residence” model.
 It utilizes media relation techniques to place public relations information into news stories.
 Championed by public relations pioneer Ivy Lee, this model focuses on truthful and
accurate information in order to gain third-party endorsement.
 Curtin and Boynton identify two ethical orientations for this model, axiology and
deontology.
 Axiological ethical reasoning supports a focus on virtues. Aristotle, a leading axiological
ethicist, believed virtues guide ethical behavior.
 A virtuous person has ethical habits that guide consistent ethical action.
 The public information model introduces the virtues of honesty and accuracy and
encourages the consistent application of these virtues.
 Public relations professionals in this model provide honest and accurate information to
news media.
 Unlike the press agentry model, the practitioners in this model adhere to virtues to ensure
the ethical development and dissemination of information.
 The identification of virtues in the public information model leads to the deontological
ethical orientation through the systematic adoption of these virtues by professional
organizations.
 Both the Public Relations Society of America (PRSA) Code of Ethics and the Society of
Journalists Code of Ethics require professionals to adhere to honesty and the dissemination
of accurate information.
 The adherence to a professional code of ethics follows a deontological ethical approach.
 Professionals follow a prescribed code of ethics that guide their behavior.
 For example, the PRSA Code of Ethics directs professionals to “adhere to the highest
standards of accuracy and truth,” and to “advocate the free flow of accurate and truthful
information,” when working with the media.
 Such a deontological perspective guides public relations practice within the public
Information model.
 This model represents an ethical step forward in the development of public relations
practice.
 While the press agentry model embraced a self-interest approach, this model highlights the
needs of others in its ethical consideration, using the code of ethics as a guide.
 Public relations professionals can test the ethics of the public information model using the
professional ethic principle.
 This principle guides professionals to only take action that would be considered
appropriate by an objective panel of public relations professionals.
Two-Way Asymmetrical Model

 The third model of public relations, the two-way asymmetrical model, advocates two-way
persuasive communication.
 This model utilizes persuasive communication to influence the attitudes and actions of key
stakeholders.
 Its two-way design supports a feedback loop to allow public relations practitioners to
monitor the effectiveness of the persuasive communication.
 While the model includes an outward focus, the central concern is the organization and its
interests.
 Like the press agentry model, the two-way asymmetrical model adheres to teleological
ethical reasoning.
 As a result, the outcome is typically in the best interest of the organization.
 However, the feedback loop allows professionals to assess the associated benefits and
costs to those external to the organization and make necessary ethical adjustments.
 The two-way asymmetrical model highlights the conflict of loyalty common in public
relations practice.
 Professionals are often divided in their loyalty to their organization and their loyalty to key
stakeholders.
 The Golden Rule maxim offers a good guide for practitioners to balance this conflict of
loyalties.
 This rule instructs professionals to act in a manner that they would expect from others.
 Public relations professionals can also use the “test of sincerity” when creating persuasive
messages.
 The test of sincerity, much like the Golden Rule, says that professionals should use only
persuasive methods and arguments that, if directed toward themselves, would seem
legitimate.
 Although resembling the press agentry model, the two-way asymmetrical model offers
important ethical advantages.
 The model builds on the professional virtues found in the public information model and
incorporates a feedback loop in the creation of its persuasive messages.
 The two-way communication provides a consideration for those beyond the organization
that is absent from the press agentry model.
 Further, the model suggests that public relations professionals should consider the
implications of their persuasive messages on others.
 Such a broadened focus illustrates the ethical development of public relations from a self-
interest approach to one that incorporates a concern for others in its actions.
Two-Way Symmetrical Model

 Finally, the two-way symmetrical model of public relations is considered the most
sophisticated and ethical practice of public relations.
 This model focuses on dialogue that creates and sustains mutually beneficial relationships
between an organization and its key stakeholders
 This model attempts to minimize the potential imbalance of power between organizations
and stakeholders found in the asymmetrical model of public relations and embraces a
broader social responsibility perspective.
 As a result, the organization is not considered the primary beneficiary of public relations
activity. Rather, stakeholders and society are both important considerations.
 Dialogue is a central component of the two-way symmetrical model.
 This model supports continuous two-way communication between an organization and its
stakeholders.
 Ethical literacy, however, must guide the dialogue to ensure ethical communication.
 Habermas’ theory of ethical discourse offers guidance in this area.
 He believed that ethical discourse cannot be dominated by one party, but must represent a
give-and-take form of communication.
 Ethical discourse occurs when individuals treat one another with openness and respect.
 Habermas identified four criteria necessary for ethical discourse: the communication must
be comprehensive; it must be true; it must be appropriate for the audience; and it must be
sincere.
 Pearson built on Habermas’ theory and offered four additional conditions necessary for
ethical public relations symmetrical discourse:
1. There must be the opportunity for beginning and ending communicative interaction
2. There must be the opportunity for suggesting topics and initiating topic changes
3. There must be the ability to provide a response and to have that response treated as such
4. There must be the ability to select channels of communication
 Using these guides, professionals can ensure ethical, two-way communication.
 Unlike the asymmetrical model, the symmetrical model includes a larger societal focus.
 Communication is designed to include a myriad of voices in order to ascertain the most
ethical action.
 The four models of public relations not only represent the development of ethical practice
in public relations, but they also illustrate two value systems within public relations.
 The partisan value system is displayed in the first three models of public relations: press
agentry, public information, and two-way asymmetrical. In these models, the organization
is primary.
 The public relations professional uses the values of loyalty, commitment, and obedience to
enhance the organization and its position in society.
 The second value system, mutuality, is displayed in the two-way symmetrical model of
public relations and includes the interests and rights of others.
 Using this value system, public relations professionals not only consider the interests of the
organization, but also the basic rights of all stakeholders affected by the organization.
 Like the two-way symmetrical model, mutuality is societal focused. It is built on the
ethical development of previous models.
 For example, the press agentry model introduces the importance of organizational interest
in the practice of public relations.
 The public information model adds the importance of honest and accurate information
when promoting the organization.
 The two-way asymmetrical model incorporates a feedback loop that allows professionals
to expand their ethical focus to key organizational stakeholders.
 Finally, the mutuality value system or the two-way symmetrical model, encourages ethical
professionals to develop a societal perspective that can guide the ethical practice of public
relations.
Case Study: Wonder Woman: An Honorary Ambassador or a Mascot?

 Background
 Gender equality is a fundamental human right, but not one that woman and girls enjoy
worldwide. In recognition of this need, the United Nations (U.N.) named gender equality as the
fifth of their 17 goals to transform the world. Their goal is to achieve gender equality and
empower all women and girls. A first step toward this goal was to name an official honorary
ambassador for the U.N. The effort, while notable, drew ire from many. Why? Because the
honorary ambassador was . . . not real.
 On October 21, 2016, the United Nations announced Wonder Woman, the classic DC Comics
super-heroine, as the official honorary ambassador for the United Nation’s year-long campaign
to “Stand Up for the Empowerment of Women and Girls Everywhere." The iconic comic-book
character was chosen for her commitment to justice and her portrayal of strength.
 Wonder Woman’s appointment was part of goal five in the 2015 U.N.’s 17 sustainable
development goals that aspire to leave no one behind by 2030.
 Wonder Woman’s appointment was designed to highlight women and girls who are wonder
women in their own right, to illustrate what can be achieved if women and girls are
empowered, and to bring about positive change in the home, workplace, community,
country and the world.
 “Wonder Woman's character is the most iconic and well known female comic book
superhero in the world, known for her strength, fairness and compassion, and her
commitment to justice, peace and equality," Maher Nasser, outreach director of the United
Nations' Department of Public Information, said.
 The appointment corresponded with the 75th anniversary of Wonder Woman’s debut and
with the upcoming Wonder Woman movie, featuring Israeli actress Gal Gadot.
 Dilemma

 The appointment lasted a mere two months amid a firestorm of protests, comprised
predominately of U.N. staff. Staff protested on the grounds that Wonder Woman is
“culturally insensitive, overly sexualized, and not real.”
 Within 48 hours of the announcement, concerned U.N. staff posted an online petition to
encourage U.N. Secretary-General Ban Ki-moon to reconsider Wonder Woman as the
honorary ambassador for the empowerment of women and girls.
 Their petition stated, “Although Wonder Woman was originally created to represent a
strong and independent ‘warrior woman’ with a feminist message, she instead, in her
current iteration, is a large-breasted, white woman of impossible proportions scantily clad
in shimmery, thigh-baring body suit with an American flag motif and knee-high boots – the
epitome of a ‘pin-up’ girl.”
 The ceremony announcing Wonder Woman’s appointment featured several prominent
entertainment figures, including Lynda Carter, who played Wonder Woman in the 1970s hit
television show, Gal Gadot, the actress portraying Wonder Woman in the upcoming
Wonder Woman movie, and Diane Nelson, president of DC Entertainment.
 The ceremony also announced a joint U.N. and DC Comics social media campaign to
promote women’s rights.
 During the ceremony, concerned U.N. staff stood in silent protest by turning their back,
raising a fist in the air, and leaving halfway through the ceremony.
 In addition, nearly 100 staff members held signs in the U.N. lobby that read, “I am not a
mascot,” and “Let’s get real.”
 Course of Action

 The U.N. addressed concerns of Wonder Woman’s appearance by “toning down” her
image.
 At the announcement ceremony, a life-size image of Wonder Woman depicted her from the
waist up with a cape around her shoulders, covering her chest.
 In subsequent photos, Wonder Woman is consistently shown from the waist up, omitting
the patriotic aspect of her costume, and with a darker skin tone.
 Two days following the announcement, the U.N. held a press conference to address the
concerned U.N. staff and petition supporters. Cristina Gallach, a senior U.N.
spokeswoman, dismissed the idea that the U.N. does not represent “real” women as role
models for gender equality. “To these views, I would like to say that the United Nations
has many real-life women and men fighting for gender equality and the empowerment of
women every day,” she said.
 Former Wonder Woman actress Lynda Carter also dismissed U.N. staff’s concerns.
Describing the petition supporters as “nitpicking” and to “get over it.”
 Online petition supporters disagreed. On their petition site, one supporter stated, “The
bottom line appears to be that the United Nations was unable to find a real-life woman that
would be able to champion the rights of ALL women on the issue of gender equality and
the fight for their empowerment . . . this role is too important to be championed by a
‘mascot.’”
 Consequences

 After only two months, Wonder Woman’s role of honorary ambassador ended.
 U.N. Spokesman Jeffrey Brez said that the U.N.’s decision to end Wonder Woman’s role
was made soon after the launch.
 He emphasized that the decision was not due to the online protest, despite the nearly
45,000 signatures collected at the time of his announcement.
 “The objective was to reach out to Wonder Woman fans to raise awareness of U.N.
Sustainable Development Goal 5,” Brez said. “We did that. We are happy.”
 DC Comics spokeswoman Courtney Simmons echoed their pleasure with the brief
campaign.
 “[We] are extremely pleased with the awareness that this partnership brought to United
Nations Sustainable Development Goal #5, as well as elevating the global conversation
around the empowerment of women and girls,” she said. “Wonder Woman stands for
peace, justice and equality, and for 75 years she has been a motivating force for many and
will continue to be long after the conclusion of her UN Honorary Ambassadorship."
 Moral of the Story
 Wonder Woman is not the first fictional character to be chosen as a U.N. ambassador.
 Winnie the Pooh served as an honorary ambassador for the International Day of Friendship
and Red, one of the characters from the Angry Birds mobile game, was chosen as an
honorary ambassador for the International Day of Happiness.
 Yet, U.N. staff note that neither of these fictional characters represented humans.
 Not everyone, however, agrees with the U.N.’s latest decision.
 At the time of this writing, a new online petition is requesting the reinstatement of Wonder
Woman as the honorary ambassador for the empowerment of women and girls.
 The U.N. has not provided additional comment.
Situational Theory

 Grunig developed a situational theory of publics to explain and predict why some publics
are active and others are passive.
 Within the stakeholder categories he notes that situational theory can identify which
publics will “communicate actively, passively, or not at all about organizational decisions
that affect them.
 Those publics who do not face a problem are nonpublic, those who face the problem but
do not recognize it as a problem are latent publics, those who recognize the problem
are aware publics, and those who do something about the problem are active publics.
 He identified three variables that explain why certain people become active in certain
situations: level of involvement, problem recognition, and constraint recognition
 Level of involvement is measured by the extent to which people connect themselves
personally with the situation.
 However, people do not seek or process information unless they recognize the connection
between them and a problem, which is the level of problem recognition.
 Whether people move beyond information processing to the information seeking behavior
of active publics often depends on whether they think they can do something about the
problem. 
 Constraint recognition is the level of personal efficacy a person believes that he or she
holds, and the extent to which he or she is having an impact on the issue is possible.
 Those who think that nothing can be done have high constraint recognition and are less
compelled to become active in the resolution of the problem.
 Another consideration, referent criteria, is the guideline that people apply to new
situations based on previous experiences with the issue or the organization involved.
 Active publics are likely to have high levels of involvement and problem recognition, and
lower levels of constraint recognition.
 Because they recognize how the problem affects them and they think they can do
something about it, Grunig theorized that this public will actively seek information and act
on that information.
 Aware publics will process information and might act, but are limited by lower levels of
involvement and problem recognition, or higher levels of constraint recognition.
 Latent publics are not cognizant of how an issue involves them or don’t see it as a
problem. They are simply not active on the issue.
 This public could become active or aware as information changes its cognitions about the
issue.
 Grunig tested the theory using problems that would create active and passive publics. He
found four kinds of publics:
 All-issue publics, which are active on all issues.
 Apathetic publics, which are inattentive to all issues.
 Single-issue publics, which are active on a small subset of the issue that only concerns
them.
 Hot-issue publics, which are active on a single issue that involves nearly everyone and
which has received a lot of media attention.
 To summarize this step, active publics will have more priority over aware and inactive
publics because their urgency is greater.
 Whether stakeholders will become active publics can be predicted by whether the problem
involves them, whether they recognize the problem, and whether they think they can do
anything about it.
 One dimension missing from this model is whether the public is supportive or not.
 Each of these groups could be supportive or threatening, and stakeholder strategies would
be contingent on the level of support.
 A comprehensive model of stakeholder prioritization should also identify whether active or
aware publics are supportive or threatening.
Diffusion Theory
 Diffusion Theory or the Diffusion of Innovations, which breaks down the process of how
people perceive, process and make decisions in regards to new information and products.
 Diffusion is defined as “the process by which an innovation is communicated through
certain channels over time among the members of a social system”.
 The diffusion of innovation is unique in the fact that this communication is concerning
new ideas and the diffusion of this innovation throughout society brings about social
change.
 The Diffusion Theory suggests that there are five different categories of individuals that go
through the process of adopting innovation and that these individuals adopt a new idea by
going through five distinct steps: awareness, interest, evaluation, trial and adoption.
 Five-Step Adoption Process
 The first step in the process is awareness. In order to begin evaluating whether a product or
idea is worth adopting, an individual must first be made aware that this product or idea
exists.
 The second step is for the individual be persuaded to the reasons why they should use this
product or have interest in the idea. 
 Once an individual decides that they are interested, they must go on to step three and
evaluate the information to decide if it is worth trying out.
 If the individual’s evaluation is that they would like to try the idea or product, they will
take part in the 4th step: trial.
  If the subject of this process is a product, this step may include going to a store and using
a tester or taking part in a 30-day trial.
 The final step in this process is adoption. If the individual is satisfied with their experience
after all of the previous steps, they may chose to adopt the idea or product.
 This could be by either committing to the purchase of a product or changing one’s
behavior to exhibit a certain idea or way of thinking in their everyday life.
 This is the stage where a person may also decide to reject the product or idea.
 Diffusion Theory Adoption Model
This model clearly shows the five-step adoption
process that each individual undergoes in the order that
they occur and lead to the next process

The Diffusion Theory also states that there are five

specific categories of people that go through this
process. It starts with a group of early innovators and
adopters that inspire, create and adopt innovation and
then spread it through the rest of society.
 Categories of Innovation Adopters

 The Diffusion Theory separates people into five categories of how they adopt new
innovation: innovators, early adopters, early majority, late majority and laggards.
Innovators are those who come up with the big ideas.
 They require the shortest amount of time to adapt to changes and are usually risk takers.
 Early adopters are open-minded and constantly looking for new things to try and new ways
to be trend setters.
 They often serve as “opinion leaders” and role models within their societies and groups
that allow them to influence others. 
 The early majority splits the largest group and is comprised of people who regularly
interact with peers and are open to change. 
 However, their adaptation may be slower and require more guidance than early adopters.
 Members of the late majority group, making up the second half of the majority, usually
only adapt to change due to peer pressure.
 They often have a harder time adjusting and are only motivated to change in order to keep
up with those around them.
 Laggards are very resistant to change and are generally determined to maintain things as
they are.
 They usually believe that technology is a hindrance and are usually not in contact with
opinion leaders or innovators and early adopters
 Diffusion of Innovation Adopter Categories Model
• Based on this image, it is clear that most people fall somewhere in the middle of
the curve.
• This means that they are both influenced by their peers to adopt innovation and
also act as influencers to those that adopt a little bit later than them.
 In public relations there is an emphasis on the ability to reach a target audience through
methods and tactics that will reach them effectively and influence their behavior.
 The Diffusion Theory provides a clear and concise guideline to explain the steps one
undergoes when processing new information and making decisions.
 Understanding this theory allows for public relations practitioners to have a clear outline to
follow when planning a campaign and allows them to know exactly what to do at each
stage of the Diffusion Theory process.
 In order to have a successful campaign, they may want to target early adopters and early
majority members as they are more open to adopting innovation and serve as role models
and influencers to spread the message to others.
 It would not be as effective to target individuals who have a tendency to fall into the late
majority and laggard groups.
 The Diffusion Theory clearly organizes the way that a campaign can be run and allows for
it to be executed effectively.
 This theory provides a greater understanding of how an individual processes information
and makes decisions which allows public relations practitioners to tailor a campaign
perfectly to their audience.
Campaign Examples
 One of the best and easiest examples to follow is how this theory was put to use with
Apple and the iPhone.
 The iPhone was such a cutting edge and innovative product; the team at Apple had no idea
that they would eventually change the world.
 The widespread adoption of the iPhone can be broken down using the Diffusion Theory
adopter categories and five-step adoption model.
 The creators of the iPhone can be categorized as the innovators while the first people to
embrace this revolutionary new idea of a smartphone were the early adopters.
 These are the people that are camping outside of the Apple store when a new version is
released.
 The early majority later adopted the iPhone after hearing about it through peers and
influential people in their social groups.
 They eventually served as models to the late majority and over time the laggards had to get
a smartphone because they are basically essential in order to keep up with society.
 Understanding this theory and the way that people process information individually and
throughout their social groups can provide immensely valuable information for public
relations practitioners and those trying to influence consumer behavior.
 The diffusion theory can help to organize effective campaigns and create goals within a
campaign.
 The Diffusion Theory is widely-used and helps to explain people’s behavior and decision
making, which can benefit public relations practitioners in almost every campaign.
Tools of PR
 Media relations
 Media strategies focus on circulating messages through media channels to manage how
your business is portrayed by the media.
 Your media tools might include releasing media statements and fact sheets, offering on-site
media tours to encourage journalists to report positive messages about your business, and
using social media to get the attention of journalists and track journalists who report in
your market.
 By developing good media contact lists and building relationships with key journalists to
pitch media releases and story ideas to, you can use local, regional or state media to:
 Promote your business
 Manage risks, issues or crises affecting your business.
 Advertorials
 Advertorials are advertisements in the form of news stories or reviews in newspapers.
Advertorials allow you to associate your advertising with the credibility of the newspaper.
 Many businesses employ advertising or marketing professionals to help them develop TV
advertorials — which are commonly used as a form of advertising and product placement.

 Social media
 Social media lets you bypass the media and go straight to your customers. Using social
networking sites such as Facebook and Twitter allows you to follow and be followed by
journalists, drive web traffic, manage issues by responding quickly to criticisms or
negative perceptions, and increase exposure for your business brand.
 Newsletters
 Print or emailed newsletters are a good way to promote your business, communicate with
customers and keep them informed of new products and services.
 Regular newsletters can strengthen your personal connections with customers and reflect
your business brand and personality. A well written newsletter offers information of value
to your customers.

 Brochures and catalogues

 'Take home' or mail-out brochures or catalogues can help keep your customers thinking
about your business and its products and services.
 Properly designed brochures and catalogues give customers confidence in you and your
brand, and help drive customers to your website or store. Information contained in business
brochures and catalogues can be effectively reworked for your website, helping you do
business online.
 Business events

 Events are opportunities for business people to gain exposure for their businesses, promote
new products or services and make sure accurate information reaches targeted customers.
 From a sales point of view, events are a chance to counter customer doubts and build
customer confidence.
 They can also help you research your market and competitors, and build your mailing list.
 Make sure you go to the event prepared with marketing materials to disseminate and a way
to collect information and customer details.
 Trade shows are an opportunity for businesses to compete in their industry and share
information with people in similar lines of work.
 Learn more about promoting your business at trade shows and exhibitions.
 Speaking engagements

 Speaking at events where customers are likely to attend helps position you as a leader or
innovator in your field.
 As a business owner or leader, building your reputation as an expert also builds the
reputation of your business - and draws new customers.
 Events are valuable promotional opportunities even if you don't have top billing as a
speaker.
 You will build reputation simply by having your business name or logo on the event
listing, or delivering a presentation about a new product or innovation.
 Additionally, they provide valuable networking opportunities.
 Sponsorships or partnerships
 Partnerships and sponsorships are good for business.
 Supporting a not-for-profit cause can help build feelings of goodwill and loyalty towards
your business.
 Community partnerships may involve an exchange of funds or in-kind benefits to grow a
local community organization in return for benefits that promote your business reputation.
 Partnerships can help consumers identify your brand with good business practice and good
ethics.
 Employee relations
 Your staff are ambassadors for your business and brand. Many larger businesses conduct
employee relations - building their business culture and team relationships by sharing
information, promoting involvement and instilling a sense of pride in business
achievement.
 This can improve teamwork, staff retention and productivity, and ensure that staff are
representing your business consistently and with the right messages.
 Community relations
 Building good relationships with members of the community where you do business helps
build customer loyalty.
 Find out where the customers in your community live by collecting postcodes at point of
sale.
 Engaging local stakeholders and decision makers helps build your profile and level of
influence, helping you to attract more customers through word-of-mouth and ensuring your
business interests are factored into community decision making.
 Press Releases:
 The press release is the basic building block of a publicity programme concerned with
story placement. This is where the important information about the product or services is
summarized in a way that will catch the media’s attention. Just as the marketer would
customize the advertising message for each target, he needs to customize press releases for
the various media he contacts.
Pseudo-event

 Pseudo-event, an event produced by a communicator with the sole purpose of generating

media attention and publicity.
 These events lack real news value but still become the subject of media coverage. In short,
pseudo-events are a public relations tactic.
 Pseudo-events are carefully choreographed, following a prepared script and leaving
nothing to chance.
 In order to maximize the event’s exposure, they are scheduled in advance, and journalists
are informed of the specific time when the event will occur.
 Pseudo-events are designed to be dramatic, to make them interesting for the public, and
they tend to generate iconic images, such as big enthusiastic crowds.
 Pseudo-events can include press conferences, advertisements, speeches, and other similar
events covering issues with little value in terms of content and importance.
EXAMPLE
 A pseudo-event, Boorstin wrote, is “not spontaneous … but planned, planted, or incited”–
an event whose “occurrence is arranged for the convenience of the reporting or
reproducing media,” and whose “relation to the underlying reality of the situation is
ambiguous.” source : questia.com

 In an example which illustrates what Boorstin meant :

 “The owners of a hotel, in an illustration offered by Edward L. Bernays in his

pioneer Crystallizing Public Opinion[1923], consult a public relations counsel. They ask
how to increase their hotel’s prestige and so improve their business.
 “In less sophisticated times, the answer might have been to hire a new chef, to improve the
plumbing, to paint the rooms, or to install a new crystal chandelier in the lobby.
 “The public relations counsel’s technique is more indirect. He proposes that the
management stage a celebration of the hotel’s thirtieth anniversary.
 A committee is formed, including a prominent banker, a leading society matron, a well-
known lawyer, an influential preacher, and an event is planned [say a banquet] to call
attention to the distinguished service the hotel has been rendering the community.
 The celebration is held, photographs are taken, the occasion is widely reported, and the
object is accomplished.”
 To this Boorstin explains as he thinks it is a pseudo event. He says,
 “Now this occasion is a pseudo-event, and will illustrate all the essential features of
pseudo-events.
 “This celebration, we can see at the outset, is somewhat — but not entirely — misleading.
Presumably the public relations counsel would not have been able to form his committee
of prominent citizens if the hotel had not actually been rendering service to the community.
 On the other hand, if the hotel’s services had been all that important, instigation by public
relations counsel might not have been necessary.

 “Once the celebration has been held, the celebration itself becomes evidence that the hotel
really is a distinguished institution.
 The occasion actually gives the hotel the prestige to which it is pretending.

 “It is obvious, too, that the value of such a celebration to the owners depends on its being
photographed and reported in newspapers, magazines, newsreels, on radio, and over
television.
 It is the report that gives the event its force in the minds of potential customers.”
 Press conferences are a common example of pseudo-events.
 Pseudo-events are staged to attract media attention.
 The media is informed well in time so they can prepare for reporting on it. “Spontaneous
(or “genuine”) events are never, or hardly ever, influenced by the mass media.”
 It is important to note here that though such events may not be influenced by media they
could have news value and be vital for the media to report .
PROPAGANDA
 Propaganda is a deliberate attempt to persuade people to think and then behave in a
manner desired by the source; public relations, a branch of propaganda, is a related process
intended to enhance the relationship between an organization and the public. Both, in turn,
are related to advertising.
 An advertisement connects something with human desires; propaganda shapes the infinite
into concrete images.
 Propaganda has always been a necessity for any government actively seeking to mobilize
its citizens.
 Jowett and O’Donnell deliver one of the most plausible definitions of the term propaganda,
namely that it is ”the deliberate and systematic attempt to shape perceptions, manipulate
cognitions, and direct behavior to achieve the desired intent of the propagandist”.
 Propaganda is one-way communication aimed at exclusively profiting the sender and
manipulating the receiver’s response and behavior. 
  Case Study
 In Australia one of the currently most well-known public relations campaigns is the
National Tobacco Campaign run by the Commonwealth Government. Also known as the
Quit Now campaign it was launched in 1996 and started off by ”focusing on abstract
concepts like risk and probability”
 Due to the existing two-way communication process in public relations it was soon noticed
that this tactic was not very successful at convincing the target audience, namely smokers
aged 18-40, to give up their habits. It showed the need for governments to ”act on public
comments received, or the exercise will be seen as hollow propaganda”.
 Consequently, the Commonwealth government adapted to this response by the public and
decided to change the campaign. Its goal being to carry ”messages which will be
meaningful to smokers”.
 The Quit Now campaign started using graphical images of the damage smoking does to,
for example, the brain, lungs, heart and arteries.
 This use of images to shape perceptions is also a tool used by propagandists.
 In both cases the aim is to ”produce a strong and emotional response”.
 However, in accordance with political public relations guidelines as set out in the
Australian Government Communication Programs brochure, the public can assume that the
images shown are real and the statements made truthful, as opposed to propaganda.
 The Quit Now campaign clearly is beneficial to both the organization (government) and
the target audience (smokers).
 Firstly, it supports the political objectives of the government, namely to be seen as a
responsible administration encouraging a healthy life style and supporting people by giving
them the means to do so, as well as protecting the health of non-smokers.
 Secondly, this public relations campaign also supports the government’s economic aims by
decreasing the number of smokers and hence cases of smoking related diseases. This
means the governmental costs for health care and hospitals will go down.
 Thirdly, Quit Now benefits the target audience by helping them to lead a healthier and,
consequently, longer life. In addition, it is also highly probable that the campaign will
discourage other sections of the public from taking up smoking and hence, benefit the
entire public, as well as the target audience and the government.
Publicity

 Publicity is the public visibility or awareness for

any product, service or organization (company, charity, etc.). It may also refer to the
movement of information from its source to the general public, often (but not always) via
the media.

 The subjects of publicity include people of public interest, goods and services,

organizations, and works of art or entertainment.
 Example:-
Red Bull's New Moon Event

Red Bull is known for its outlandish antics and events, but March 20, 2018, it hosted the most outlandish
New Moon Party where people in wingsuits jumped out of helicopters above the tallest building in Los
Angeles. This wasn’t all that crazy by RedBull standards, but the event caused a stir because the jumpers
—fitted with a sparkler mechanism — dropped at sunset, leading those on the ground to believe comets
or UFOs were descending on the city.
Why it worked: RedBull has always been known as the “extreme child” of caffeinated beverage
companies, but even brand devotees didn’t see this coming. Fire-branded wingmen hopping out of
helicopters at sunset above Los Angeles’s tallest building took the brand’s extremism to a whole new
level. It not only captured media headlines but cemented its image and as dangerously exciting.
 KFC Ad Visible From Space

In 2016, fast food chain Kentucky Fried Chicken (KFC) had the cosmic idea to create the first
advertisement that could be seen from space. While most would never see the ad in-person —
never mind from a plane — it did create a buzz after it was put on the map by Google Maps and
its corresponding Google Sightseeing Blog.
Why it worked: This outrageous marketing stunt got press coverage from a number of outlets,
reaffirming KFC as an oversized fixture in the fast food world. Longstanding businesses like
KFC often suffer from consumer fatigue and need to work hard to stay top-of-mind. KFC
managed to do so with this creative ad stunt — showing us that their fried chicken is tops
wherever in the galaxy you are.
 Burger King’s Whopper Neutrality Stunt

 The fast food giant, Burger King, decided to troll the Trump administration after it decided
to appeal the net neutrality law. How? With a PR stunt that applied the opposite concept of
neutrality to Whopper sales. In essence, customers were charged for their Whoppers based
on how long it would take to deliver them. If customers wanted to pay less, they would
have to endure longer wait times.
 Why it worked: It’s never advisable for companies to publicly take political stands, but it
actually worked in this instance because Burger King didn’t take an overt political
position; they simply poked fun at the proposed costs of internet speeds without net
neutrality. The fast food giant recorded the stunt, then posted it online. Naturally, the video
went viral, giving Burger King lots of free publicity.
 McDonald’s Women’s Day Flip

McDonald’s showed its support for women on International Women’s Day in 2019 by flipping
its logo upside-down. Consumers around the world were caught by surprise to see the iconic
golden arches flipped on its head. Many were left wondering if it was a prank, causing the PR
stunt to gain a lot of press.
Why it worked: This PR stunt was a clever, low-cost way of showing McDonald’s support of
women. In fact, it started several conversations about gender-based workplace biases. The
stunt was met with some negativity from those who thought it overlooked the deeper meaning
behind Women’s Day, though it did give McDonald’s the stage to share its stance on gender
equality.
Persuasion

 Persuasion is convincing others to change their point of view, agree to a commitment,

purchase a product or service, or take a course of action.
 Oral and written persuasive skills are valued in the workplace.
 Sales is the most obvious form of persuasion, but this skill is used in many other positions
as well.
 Managers persuade employees to do unpleasant but necessary tasks, lawyers argue before
juries, IT firms convince clients to invest in better networking equipment, and department
heads put together presentations to convince their superiors to increase their budgets.
 Examples
 Streeteasy: Find your place

 Streeteasy used the “Find your place” campaign to advertise their New York real estate mobile
app. The campaign was posted all over subways throughout the city and highlighted sections of
the city in a relatable way, because finding a place to live makes everyone feel a little bit like
Goldilocks. 
 Why it works
 This campaign had a subtle, inside joke quality to it—everyone gets wanting to live within
walking distance from your job—but also needing to be far enough away from your coworkers.
Streeteasy leaned into the *nudge, wink* feeling of solidarity between city dwellers to evoke
humor in the face of a daunting task: finding a new place to live. 
 Burger King: Shadow Campaign
 A few years ago, Burger King quietly waged a war by promoting people’s tweets
complaining about Wendy’s. It resulted in hilarity—and probably a lot of Whopper
purchases.
 Why it works
 Burger King didn’t have to do much leg work on this one. In case you’re wondering how
they promoted other people’s tweets, Twitter will let you do this if you get permission from
the user! These ads definitely got some laughs over this. And, with this campaign, Burger
King let customers—albeit disgruntled ones—do the talking, which gives a bit more
weight to the message. 
 Parachute: Go back to bed
 Parachute ran a campaign basically reminding us all that we’d rather not be on a city street but
at home, in bed.
 Why it works
 Relatable content at its best: Who hasn’t hit the snooze button and mumbled, “just five more
minutes”? Parachute is literally persuading people to spend more time in bed sleeping.
Everyone loves sleep.