BASICS OF PUBLIC RELATIONS

UNIT-1

Defining Public Relations: Functions and Types of

Publics
Public Relations (PR) is all about how organizations communicate
with people. It’s a planned and thoughtful way for businesses, non-
profits, and even government offices to talk to different groups, share
their messages, and build strong, positive relationships. PR helps
these groups connect with their audiences in a way that benefits
both sides. Over the years, PR has changed a lot. In the past, it was
mostly about getting attention. Today, it’s more about listening to
people, responding to their needs, and building long-term trust. It’s
used not just for promoting something, but for protecting the image
of an organization, handling problems, and making sure the public
sees the organization in a good light.

The Press Agent Era (1880s–1920s): This was the earliest stage of PR,
primarily focused on publicity and media coverage. This was the
beginning of PR, where the main goal was to get attention. People
called “press agents” were hired to create news stories, organize
events, and make a big splash in the media. These stories were often
exaggerated or one-sided. The goal wasn’t to inform, but to promote.
There was little concern for honesty or ethics—what mattered was
being in the news.
The Public Information Era (1920s–1980s): During this period, PR
shifted toward a more structured and ethical approach. This is when
organizations started to realize that people wanted honest, useful
information. Instead of just promoting things, companies began to
share facts and talk openly about their actions. This stage made PR
more professional. Governments, companies, and non-profit
organizations started using PR to explain what they do, build trust,
and show responsibility.

The Strategic Communication Era (1980s–Present): In this stage,

communication became a two-way street. That means organizations
don’t just talk to people—they also listen and respond. Today, PR is
not just about news releases and events. It includes social media,
online content, blogs, and more. PR professionals focus on building
long-term relationships, solving problems during a crisis, and
protecting the company’s reputation. With the internet, people can
talk back instantly. This means companies must be ready to respond
quickly and honestly. Ethics, responsibility, and social awareness are
more important than ever in this modern era.

Functions of PR
PR has many important roles within an organization. These roles help
the organization build trust, manage how it is seen by others, and
make sure people get the right messages. Some of the key functions
of PR include:
a. Reputation Management:
This means making sure the organization looks good to the public. A
good reputation helps the organization succeed. PR teams work hard
to make sure people have a positive view by keeping messaging clear,
monitoring social media and news coverage, and correcting false
information. They also create content like blogs, interviews, or videos
that show the organization in a positive light.
b. Stakeholder Engagement:
Stakeholders are people or groups who are affected by or care about
the organization. These include customers, employees, investors, the
media, and local communities. PR helps keep these groups informed
and involved. Organizations want to show that they care about
people’s opinions and are willing to listen. This builds trust and
makes people more likely to support or work with the organization.
c. Crisis Communication:
Crisis communication is also very important. Every organization faces
problems from time to time—like product issues, negative media
coverage, or scandals. In these moments, PR helps the organization
respond calmly and clearly. This includes sharing the facts, showing
care for those affected, and explaining how the problem is being
solved. A strong PR response can protect an organization’s reputation
during hard times.
d. Publicity and Promotion:
Another big part of PR is publicity and promotion. This means
getting the organization’s name out in the world in a positive way. PR
teams write press releases, organize events, work with the media,
and create campaigns that help people learn about new products,
services, or causes. This kind of promotion isn’t paid advertising—it’s
earned attention, which often feels more trustworthy to the public.

Types of Publics
In public relations, the term "publics" refers to different groups of
people or organizations that an institution communicates with or is
affected by. Each of these groups has its own needs, concerns, and
expectations. Because of this, PR professionals must create messages
that fit each group specifically. Understanding who these publics are
and what matters to them helps organizations build better
relationships and maintain a positive image. There are several main
categories of publics that are important in PR:
a. Primary Audiences:
Primary publics are the most important audiences for any
organization. These are the people who have a direct impact on the
success or failure of the organization. They include:
 Customers, who buy products or services and help generate
revenue.
 Employees, who carry out the daily work and represent the
company from the inside.
 Investors and shareholders, who provide financial support and
expect the organization to perform well.
 Business partners, such as suppliers, distributors, and
collaborators.
These groups are at the heart of every communication strategy. They
are the ones most closely involved in the organization’s everyday
activities. Good communication with primary publics means being
honest, consistent, and respectful. Organizations should provide
these groups with regular updates, listen to their feedback, and show
appreciation for their support. When these groups feel valued and
informed, they are more likely to remain loyal and engaged.

b. Secondary Audiences:
Secondary publics are not directly involved in the organization’s daily
operations, but they can still influence its reputation and
environment. These publics include:
 Government agencies, which may set rules, policies, or
regulations that the organization must follow.
 Regulatory bodies, which check if the organization is following
the law.
 Educational institutions, such as universities or schools, which
may collaborate on research, training, or hiring.
 The general public, who form opinions and spread information
through word of mouth or social media.
Even though these groups may not interact with the organization
every day, their opinions and actions can still affect how others see
the organization.
It’s important to maintain open communication with secondary
publics—to build trust and reduce misunderstandings before they
grow.
c. Public Opinion Leaders:
Public opinion leaders are individuals or groups who have a strong
influence on how people think or feel. These include:
 Journalists and reporters, who write articles and news stories
that shape public understanding.
 Social media influencers and bloggers, who share their
opinions online and have large followings.
 Academics and researchers, who can support or challenge an
organization’s practices through their studies.
These opinion leaders often serve as a bridge between organizations
and the wider public. If an influencer or journalist supports a brand
or defends it during a crisis, it can positively shift public opinion. PR
professionals try to build positive relationships with these individuals
by sharing helpful information, offering interviews or insights, and
providing early access to news or products. This helps create trust
and encourages these leaders to talk about the organization in a fair
and informed way.

d. Special Publics:
These are niche groups with specific interests, concerns or needs
related to the organization or its activities. They are usually smaller,
more focused groups that care deeply about a particular issue.
Examples of special publics include:

 Environmental organizations, who care about a company’s

impact on nature.
  Human rights or labor groups, who focus on how workers are
treated.
 Cultural and religious groups, who might be sensitive to how
certain messages are shared.
 Disability advocates, who want to ensure that products,
services, and environments are inclusive.

Conclusion
PR is an essential function for any organization aiming to build a
positive image, foster trust, and maintain strong relationships.
Understanding the different functions of PR and the various types of
publics enables organizations to communicate more effectively and
navigate challenges with confidence. As communication channels
continue to evolve, PR professionals must adapt and innovate to
maintain meaningful connections with their audiences and uphold
their organization’s credibility

Evolution of Public Relations

Public Relations (PR) is the practice of managing communication
between an organization and its different audiences, which include
customers, stakeholders, employees, investors, media, and the
general public. The goal of PR is to build a positive image, create
trust, and maintain strong relationships with these groups.
Over time, public relations have gone through many changes and
developments, shaped by historical events, advances in
communication technology, and shifts in society.
Early Beginnings (17th-18th Century)
The earliest form of PR began in the 17th and 18th centuries, when
people used messages to influence others, especially during wars,
politics, and religion. These early methods used things like speeches,
printed pamphlets, and simple newspapers to share information. This
was the time when propaganda was used to get support from the
public. Leaders like Benjamin Franklin used written materials to
shape public opinion, especially during the American Revolution.
Although people didn’t use the term "public relations" yet, the basic
idea of sharing messages to influence the public was already being
used.

Industrial Era (19th Century)

As time went on, during the 19th century, the Industrial Revolution
led to the growth of large businesses and factories. With this came a
new challenge—businesses now had to deal with more attention
from the public. They needed a way to protect their image and
respond to concerns about working conditions, safety, and their role
in society. One of the first people to bring a modern style to PR was
Ivy Lee, who is often called the "Father of Modern Public Relations."
He believed that companies should be honest and open with the
public. He created the first press release to give facts to reporters
after a train accident, showing that organizations could build trust by
telling the truth and being clear.

Public Relations as a Profession (1920s-1930s)

In the 1920s and 1930s, PR started to be seen as a real job or
profession. More companies and governments were hiring people to
help them communicate better with the public. One of the most
famous people from this time was Edward Bernays, who used ideas
from psychology to understand how people think and feel. He helped
companies create campaigns that would make people feel more
connected to products or causes. Bernays showed that PR could be
more than just getting attention—it could shape opinions and
behavior. During this time, professional groups were formed, such as
the Public Relations Society of America (PRSA) in 1947, which
helped set rules and ethical standards for how PR professionals
should do their work.

Post-World War II (1940-1960s)

After World War II, from the 1940s to the 1960s, PR grew even more
as television, radio, and newspapers became very popular. These
new types of media gave organizations more ways to reach people.
Companies realized that a good public image could help them
succeed, so they began using PR not just to respond to problems but
also to promote their values and connect with people. PR agencies
started offering more services like writing speeches, planning events,
and managing media interviews. Organizations began to use PR as a
tool to shape their brand and build trust with the public.

The Rise of Public Relations in Marketing (1970s-1980s)

In the 1970s and 1980s, as business competition increased, PR
became more closely linked with marketing. Companies saw that
building good relationships with customers, employees, and other
groups could help them do better in the long run. Instead of just
promoting products, PR professionals started focusing on creating
positive feelings about the whole organization. This included helping
companies show that they cared about the environment, their
workers, and the communities they served. These efforts became
known as corporate social responsibility (CSR), and PR professionals
played a key role in sharing these stories with the public.

The Digital Revolution (1990s-Present)

The biggest changes to PR came during the 1990s and into the
2000s, when the internet and digital technology became a part of
daily life. Websites, email, and social media platforms like Facebook,
Twitter (now X), Instagram, and LinkedIn changed how people shared
and received information. Now, organizations could speak directly to
the public without needing traditional media. PR professionals had to
learn new skills like creating digital content, responding to comments
online, and managing a company’s online reputation. Social media
allowed for two-way communication, meaning the public could give
feedback, ask questions, and expect fast responses. PR became
faster, more public, and more personal. It also meant that crisis
communication had to be immediate, because negative news could
spread online in seconds.

Today, PR is a mix of old and new methods. It still includes writing

press releases and working with the media, but it also includes
creating videos, social media posts, blogs, and more. PR
professionals now use data and analytics to see what people are
saying, how well their messages are working, and how they can
improve communication. They also work with influencers, bloggers,
and content creators to help spread their messages to specific
audiences.
As technology keeps changing, PR will continue to grow and adapt,
helping organizations communicate better in a world that is more
connected than ever before.

Ethics in PR, PRSI Code, IPRA

Ethics in PR (PR)
Ethics in PR refers to the principles and moral responsibilities that
guide PR professionals in their interactions with clients, media,
stakeholders, and the public. Ethical PR practices help organizations
earn the trust of their audiences and build strong, lasting
relationships based on credibility and integrity.
Importance of Ethics in PR
 Builds Trust: Honest communication helps people trust an
organization and its representatives. If PR professionals use
misleading or dishonest tactics, it can harm the organization's
reputation.
 Maintains Honesty and Integrity: PR professionals should
always share true and fact-based information. They should
avoid spreading false or misleading messages.
 Encourages Transparency: Organizations should openly share
important details, such as who they work with or if they have
any special interests, to keep things clear and honest.
 Promotes Responsibility: PR professionals should take
ownership of their words and actions, making sure they follow
ethical and legal rules.
  Social Responsibility: PR activities should serve the public
interest and contribute to positive societal development. PR
practitioners should refrain from engaging in unethical or
harmful campaigns.

Example of Ethical PR Practice:

A PR professional working for a company in the healthcare industry
should ensure that all promotional materials and press releases
provide accurate information about the product’s benefits and
potential risks. Instead of making exaggerated claims about a
product’s effectiveness, they should communicate evidence-based
results to maintain credibility.
Conversely, an unethical PR practice would be to spread false or
misleading information about a competitor’s product to gain an
advantage in the market. Such actions not only harm competitors but
also mislead consumers and damage trust in the industry.

PRSI Code (PR Society of India Code)

The PR Society of India (PRSI) is the leading professional body for PR
practitioners in India. Established in 1958, PRSI aims to promote
professional standards, ethical conduct, and excellence in PR. The
organization provides training, networking opportunities, and
industry insights to help PR professionals stay updated with best
practices.
To ensure integrity and professionalism in PR, PRSI has developed an
ethical code that outlines key principles for responsible PR practices.
Key Principles of the PRSI Code:
Maintains Honesty and Integrity: PR professionals should always
share true and fact-based information. They should avoid spreading
false or misleading messages.
Confidentiality: PR practitioners must protect sensitive and
confidential information shared by clients or sources and should not
disclose such information without proper authorization.
Encourages Transparency: Organizations should openly share
important details, such as who they work with or if they have any
special interests, to keep things clear and honest.
Social Responsibility: PR activities should serve the public interest
and contribute to positive societal development. PR practitioners
should refrain from engaging in unethical or harmful campaigns.

Impact of the PRSI Code: By adhering to the PRSI Code, PR

professionals in India can ensure credibility, transparency, and
accountability in their communication strategies. This ethical
framework helps maintain the reputation of the PR industry and
ensures that organizations engage in responsible and truthful PR
activities.

IPRA (International PR Association)

The International PR Association (IPRA) is a global organization
dedicated to promoting excellence in PR. Established in 1955, it
connects PR professionals from around the world and provides a
platform for sharing knowledge, best practices, and industry
developments.
IPRA aims to uphold high standards in PR by promoting ethical
communication, transparency, and professionalism. It provides
learning opportunities, organizes global events, and encourages the
exchange of ideas to help PR practitioners grow in their careers.
IPRA Code of Conduct
One of the most important contributions of IPRA is its Code of
Conduct, which sets ethical guidelines for PR professionals. This code
emphasizes:
 Maintains Honesty and Integrity: PR professionals should
always share true and fact-based information. They should
avoid spreading false or misleading messages.
 Respect for Stakeholders: Practitioners must consider the
interests of clients, media, employees, and the public, ensuring
fairness and integrity.
 Social Responsibility: PR activities should serve the public
interest and contribute to positive societal development. PR
practitioners should refrain from engaging in unethical or
harmful campaigns.
IPRA collaborates with international organizations, including the
United Nations, to support ethical communication in various sectors.
It also hosts the prestigious Golden World Awards, recognizing
outstanding PR campaigns worldwide.