Assignment No.

1 (Course: 9263 - Public Relations)

Q. 1 In the light of different definitions, explain the concept of public relations and
describe its functions in general.

Introduction

Public Relations (PR) has evolved from a simple set of persuasive techniques into a
complex and vital management function indispensable for the success of any modern
organization, be it commercial, governmental, or non-profit. In an age characterized by
intense competition and the free flow of information, an organization's survival depends not
merely on its operational efficiency but on the public's perception of that efficiency. PR is the
discipline dedicated to managing this perception. It serves as a strategic bridge between an
organization and its various "publics"—the diverse groups of people it affects and by whom it
is affected. This answer will explore the multifaceted concept of Public Relations by
analyzing various scholarly definitions and will then delineate its primary functions as a
strategic discipline.

Defining the Concept of Public Relations

The concept of Public Relations is too broad to be captured by a single sentence. Over the
decades, scholars and professional bodies have offered numerous definitions that, together,
paint a comprehensive picture of its scope and purpose.

A foundational definition provided by the British Institute of Public Relations in 1948

describes PR as "the deliberate, planned and sustained effort to establish and maintain
mutual understanding between an organisation and its publics". This definition introduces
three critical keywords:

● Deliberate: PR activity is intentional and designed to influence, gain understanding,

and provide feedback.
● Planned: PR is an organized and systematic activity, involving research and
analysis. It is not a haphazard affair.
● Sustained: PR is not a one-time effort but a continuous process of building and
maintaining long-term relationships.

Building on this, other definitions highlight PR's role as a management function. The
International Public Relations Association (IPRA) defines PR as "a management function, of
a continuing and planned character, through which public and private organisations and
institutions seek to win and retian the understanding, sympathy and support of those with
whom they are or may be concerned". Similarly, John W. Hill views it as "the management
function which gives the same organised and careful attention to the asset of goodwill as is
given to any other major asset of business". These definitions elevate PR from a mere
communication task to a strategic imperative at the highest level of an organization, on par
with finance or operations.

Other perspectives focus on the process and outcome. Edward L. Bernays, a pioneer in the
field, defined PR as "the attempt by information, persuasion and adjustment to engineer
public support for an activity, cause, movement or institution". The World Assembly of Public
Relations provides a holistic view, calling it "the art and social science of analysing trends,
predicting their consequences, counselling organisation leaders, and implementing planned
programmes of action that will serve the interests of organisation and the public".
Synthesizing these views, a complete concept of Public Relations emerges. It is a strategic
management function responsible for building and maintaining positive relationships and
mutual understanding between an organization and its key publics. This is achieved through
a planned, continuous process of two-way communication, research, and ethical action, with
the ultimate goal of earning public support, building goodwill, and ensuring the organization's
social license to operate.

A crucial element of the PR concept is its ethical foundation. The study guide emphasizes
that PR is not about deceiving the public or covering up an organization's wrongdoings. Any
such attempt would be a "criminal offense" and not genuine public relations. True PR is
"based on honesty, integrity and ethics" and aims to establish a "mutuality of interest"
between the organization and its publics.

The General Functions of Public Relations

Based on its comprehensive definition, Public Relations performs several critical functions
for an organization.

1. Research and Analysis: This is the foundational function of PR. Before any
campaign can be launched, a PRO must act as the organization's intelligence unit.
This involves "probing the opinions, attitudes and reactions of various publics
towards the organisation". This research is objective and data-driven, allowing the
practitioner to accurately diagnose problems and understand the public sentiment.
This function helps the organization understand what people know (or don't know)
about it, areas of misunderstanding or hostility, and the underlying causes of any
negative attitudes.
2. Image and Reputation Management: Perhaps the most well-known function of PR
is building and protecting an organization's image. An 'image' is defined as the "idea
or conception, good or bad, public have in their mind about an organisation". Good
public relations works to build a positive image by highlighting an organization's
strengths, achievements, and contributions to society. This is achieved through
various activities, such as sponsoring sports, providing grants during calamities,
undertaking welfare projects, and arranging exhibitions. This function directly
manages the asset of "goodwill," which is crucial for attracting customers, investors,
and talented employees.
3. Strategic Communication: PR is responsible for all forms of communication
designed to build relationships. This is a two-way function.
○ Downward Communication: It involves disseminating information from the
organization to its publics through various tools like press releases, media
briefings, publications, and events. The goal is to keep publics informed about
the organization's activities, policies, products, or services.
○ Upward Communication: It provides a channel "through which the publics
can make their concerns and needs known to the management". By
communicating public opinion back to the leadership, PR ensures that
organizational policies are aligned with public expectations.
4. Counseling Management: Drawing on its research and its understanding of the
public sphere, the PR department acts as an in-house advisor to the leadership. PR
practitioners counsel leaders on the potential consequences of their decisions,
helping them formulate policies that are not only effective but also publicly
acceptable. This function places the PRO in a strategic role, identifying public
attitudes and needs and helping the management respond to them positively.
5. Media Relations: A specialized function of PR is to manage the organization's
relationship with the mass media. Since the media are primary conduits of
information to the public, maintaining a positive relationship with journalists, editors,
and producers is essential. This involves providing them with newsworthy
 information, responding to their inquiries promptly and honestly, and arranging
access to key personnel through press conferences and facility visits.
6. Public Affairs and Community Relations: This function involves managing the
organization's relationship with the community it operates in. It includes performing
"political, educational and civic service functions in order to cooperate with and
support the community". By demonstrating that it is a socially responsible citizen, the
organization can build a reservoir of goodwill that is invaluable, especially during a
crisis.

Conclusion

Public Relations is far more than just "press agentry" or publicity. It is a sophisticated and
essential management function that helps an organization navigate its complex social and
political environment. By grounding its actions in research and ethics, PR works to create a
"mutuality of interest" and a harmonious adjustment between an institution and its
community. Its core functions—research, image management, two-way communication,
counseling, media relations, and public affairs—work in concert to build and maintain the
trust and goodwill that are fundamental to any organization's long-term success and survival.

Q. 2 Describe the duties and responsibilities of a PRO. Also, discuss the tools a PRO
uses.

Introduction

The Public Relations Officer (PRO) is the central figure responsible for executing an
organization's PR strategy. This role is multifaceted and demanding, requiring a unique
blend of skills as a communicator, researcher, strategist, and counselor. The PRO's job is a
"thorny and challenging task" aimed at moulding public opinion, creating positive attitudes,
and ultimately winning public confidence. To achieve these objectives, the PRO performs a
wide range of duties and employs a diverse toolkit of communication techniques and
materials. This answer will detail the primary duties and responsibilities of a PRO and then
discuss the key tools they utilize in their work.

Duties and Responsibilities of a Public Relations Officer

The study guide outlines ten key duties of a PRO, which can be grouped into several core
areas of responsibility.

1. Research and Evaluation:

○ Research: Before any campaign, the PRO's first duty is to conduct research
to understand the public's perceptions, needs, and problems. This is not
about generating publicity but about objective data collection to diagnose
issues accurately. This research also extends to selecting the most effective
media channels to reach target audiences with minimum cost and maximum
impact.
○ Feedback and Assessment: After a campaign, the PRO is responsible for
evaluating its results and impact. This feedback is crucial as it "serve[s] as a
base for future planning and policy formulation".
2. Information Dissemination and Content Creation:
○ Issuing Information: A core responsibility is to convey authentic and correct
information to the public via the media. This involves writing and distributing
newsworthy press releases, which must be crafted carefully with simple,
 unambiguous language, and include all necessary details like contact
information and dates.
○ Producing Publications: The PRO is responsible for producing a range of
publications that serve as a regular channel of information. These include
house journals, newsletters, brochures, and booklets that can directly reach
concerned publics without media filtering.
○ Speech and Report Writing: The PRO often prepares speeches for senior
management, writes official reports, drafts letters to the editor, and creates
backgrounders, all aimed at influencing public opinion.
3. Media Relations:
○ Liaison with Journalists: The PRO acts as the primary point of contact for
the media, responding to inquiries and facilitating access to information. This
involves building a relationship of trust with journalists.
○ Media Monitoring: It is the PRO's duty to monitor all media, especially the
press, for any reports concerning the organization, whether positive or critical.
This includes maintaining a record of press cuttings for analysis and
reporting.
4. Event Management:
○ Arranging Press Conferences: The PRO organizes press conferences for
significant announcements that require direct interaction between
management and the media. This duty involves meticulous planning, from
briefing the speaker and sending invitations to ensuring all logistical
arrangements are in place.
○ Arranging Facility Visits: To give stakeholders a firsthand look at the
organization's operations, the PRO arranges facility visits for journalists,
buyers, suppliers, and the general public. A well-organized visit can "pay
excellent public relations dividends" by allowing visitors to see the
organization's work for themselves.
5. Strategic and Managerial Functions:
○ Counseling: A PRO does not just execute policy; they help shape it. As a
management function, PR involves counseling policymakers on public
attitudes and needs, enabling the organization to better align its actions with
public demand.
○ Public Affairs: The PRO supports the community by engaging in "political,
educational and civic service functions," positioning the organization as a
responsible corporate citizen.
○ Aiding in Advertising: The PRO often assists in creating institutional
advertising designed to promote ideas and images rather than just products.
They can also strategically use the advertising budget to gain cooperation
and favorable space from media organizations.

The Tools of a Public Relations Officer

To perform these duties, a PRO uses a wide array of tools and techniques, which can be
broadly categorized as follows:

1. Core Communication Techniques: These are the foundational methods for

influencing public opinion.
○ Publicity: This involves obtaining free space or time in the media by
providing newsworthy information. Its strength lies in its high credibility, as the
message appears to come from an impartial editorial source.
○ Press Agentry: A more proactive form of publicity, this involves creating
newsworthy events to attract media attention. Examples include staging a
protest, launching a celebrity-endorsed product, or organizing a unique event.
 ○ Advertising: This is the use of paid media space or time. While less credible
than publicity, it offers complete control over the message, timing, and
placement, making it a useful tool for specific campaigns.
○ Propaganda: This tool aims to influence beliefs and attitudes, often through
emotional rather than purely rational appeals. While it has negative
connotations, propaganda techniques can be used to rally support for a cause
or movement.
2. Written and Published Materials: These are the tangible outputs of the PRO's
work.
○ Press Releases, Handouts, and Press Notes: These are the primary tools
for conveying news to the media.
○ Backgrounders and Features: These provide in-depth information and
context that a short press release cannot.
○ Internal Publications: House journals and newsletters are vital for
communicating with internal publics like employees.
○ External Publications: Brochures, booklets, and annual reports are used to
inform external publics like customers and investors.
3. Modern Technological Tools: Technology has revolutionized the PRO's toolkit.
○ Computer: Used for everything from drafting press releases and creating
publications to managing E-mail for instant communication and accessing
online information.
○ Satellite: Essential for large multinational organizations to conduct global PR,
enabling long-distance communication and live transmissions.
○ Visual News Services: Providing pre-packaged video reports to television
stations, making it easier for them to cover a story and increasing its visual
appeal.
○ Fax and Courier Services: While somewhat dated, fax provides a reliable
way to transmit documents instantly, and couriers offer a personalized
method for delivering important packages or gifts.

Conclusion

The role of the Public Relations Officer is dynamic and central to an organization's success.
Their duties span the entire communication spectrum, from detailed research and strategic
counseling to hands-on content creation and event management. To fulfill these diverse
responsibilities, the PRO must be proficient in using a wide range of tools, from traditional
techniques like publicity and press conferences to modern technological aids like satellites
and digital media. Ultimately, a skilled PRO is a master craftsman who selects the right tool
for the right job to build and protect their organization's most valuable asset: its reputation.

Q. 3 Differentiate between government and non-government PR organizations.

Explain the different job roles they need to perform.

Introduction

While both government and non-government sectors utilize public relations to communicate
with their publics and achieve their objectives, their fundamental missions, audiences, and
constraints create significant differences in their PR practices and the job roles within them.
Government PR, or "Official PR," is primarily concerned with public service, governance, and
national stability. In contrast, non-government PR—which includes corporate, non-profit, and
political entities—is typically driven by organizational goals such as profit, market share, or
political influence. Understanding these distinctions is key to appreciating the unique
challenges and functions of PR in each sector.
Government (Official) Public Relations

The primary purpose of government PR is to facilitate the smooth functioning of the state by
maintaining a harmonious relationship between the government and its citizens. It is
considered an essential component of a stable society, operating on a system of two-way
communication to build public trust and confidence.

Core Objectives and Job Roles in Government PR:

1. Informing the Public (Downward Communication): A fundamental role is to keep

citizens informed about government policies, new laws, welfare programs, and
national achievements. This includes interpreting complex legal and procedural
information into simple, understandable language for the general public. In Pakistan,
the Press Information Department (PID) is the key agency performing this role for the
federal government.
2. Gathering Public Feedback (Upward Communication): Government PR is not a
one-way street. A crucial job role is to monitor public opinion and keep "the Federal
Ministers and the concerned departments abreast of the public reactions to the
various policies/decisions of the government". This feedback loop allows the
government to make more sound and popular decisions. The Research and
Reference Wing of the PID exemplifies this function.
3. Media Management and Liaison: Government PR bodies manage the state's
relationship with the press. This includes practical roles like the accreditation of
journalists, arranging official press briefings, and preparing speeches for heads of
state and government.
4. National Image Projection (External PR): On an international level, government PR
aims to project a positive image of the country, its people, and its policies to a global
audience. This job is handled in Pakistan by the External Publicity (E.P.) Wing of the
Ministry of Information, which works through information sections in embassies
abroad.

A major challenge for official PR, particularly in developing countries, is to remain non-
political and non-partisan, as parties in power often attempt to use these state-funded
departments for their own political ends.

Non-Government Public Relations

Non-government PR serves a wide variety of organizations in the private and voluntary

sectors. While their specific goals differ, they are generally focused on promoting the
interests of the specific organization rather than the entire citizenry.

Core Objectives and Job Roles in Non-Government PR:

1. Commercial/Corporate PR: In the business world, PR is driven by competition and

the need to create a favorable market environment.
○ Supporting Marketing and Sales: A key role is to "induce the people to buy
their products". PR does this by building a positive corporate image, which
ultimately leads to increased sales. This involves managing relations with
customers by communicating about product quality, price, and availability
through various media.
○ Investor and Financial Relations: For publicly traded companies, a
specialized role is to manage communication with shareholders and the
financial community to maintain investor confidence and support the
company's stock price.
 ○ Community Relations and Corporate Sponsorship: A growing role is to
demonstrate social responsibility through activities like corporate
sponsorships, community welfare projects, and charitable donations. The
Hamdard Foundation in Pakistan is cited as a prime example of an
organization using such activities to build a benign public image.
2. Political PR: Political parties use PR extensively to achieve their goals.
○ Winning Support and Votes: The primary job is to win over the support of
the people. This involves communicating party manifestos, convincing people
to become members, and persuading voters that the party's platform is the
best choice.
○ Fundraising and Mobilization: A key role is to raise funds for party activities
and to keep party loyalists and sympathizers motivated and engaged.
○ Persuasive Campaigning: Political PR practitioners use a range of
techniques, including propaganda, counter-propaganda, and organizing
pressure groups to advance their party's interests.

Key Differences Summarized

Feature Government PR (Official) Non-Government PR (e.g., Corporate)

Primary Goal To facilitate governance and To advance the organization's specific

maintain social stability; serve goals (e.g., profit, sales, market
the public interest. influence).

Audience The entire citizenry; broad Specific, targeted publics (e.g.,

and diverse publics. customers, investors, employees,
voters).

Funding Public funds (taxpayer The organization's own revenue or

Source money). donations.

Accountabilit Accountable to the public and Accountable to the organization's

y legislative bodies. management, board, or shareholders.

Message Policies, laws, public services, Products, services, brand image, or a

Focus and national issues. political ideology.

Constraints Must be (in principle) non- Can be overtly biased and persuasive in
partisan and objective. Prone favor of the organization. Must align with
to bureaucratic processes. commercial or political objectives.
Conclusion

In essence, the fundamental difference between government and non-government public

relations lies in their core purpose: one serves the state and the public good, while the other
serves the interests of a specific private entity. This distinction shapes everything from their
objectives and messages to the specific job roles their practitioners perform. While a
government PRO's success is measured by public trust and civic engagement, a corporate
PRO's success is often tied to the company's bottom line. Both are vital applications of
public relations, but they operate in different worlds with different rules, pressures, and
definitions of success.

Q. 4 Give a brief history of Public Relations as an industry in Pakistan.

Introduction

The history of public relations in the region constituting Pakistan is as old as civilization itself,
evolving from ancient forms of public communication to the structured, modern industry it is
today. While its roots can be traced back thousands of years, its development as a formal
profession in Pakistan has been largely shaped by the British colonial legacy and the nation-
building imperatives following independence in 1947. The journey reflects a gradual
transition from a primarily government-dominated function to a more diversified industry with
a slowly emerging private sector.

Pre-Independence Roots

The practice of influencing public opinion and disseminating information has ancient origins
in South Asia.

● Ancient Period: Rulers used lasting media to communicate with their subjects. For
example, the Mauryan Emperor Ashoka's royal decrees, carved on rocks near
Mansehra around 300 B.C., served as a form of public proclamation to instill moral
and administrative codes.
● Muslim Rule: The Muslim rulers of the subcontinent developed a sophisticated
system of intelligence and public feedback. They appointed
Waqa-i-Nawees (scribes) across their territories to keep them informed about
public sentiment and the general state of affairs, a clear precursor to modern PR's
research and feedback function.
● The British Colonial Era: The advent of modern PR as a distinct activity began in
the early century. The British government established formal Public Relations offices
at the provincial level to communicate official policies and development plans to the
public. A significant milestone was the creation of the Inter-Services Public Relations
Directorate (ISPR) during World War II, a systematic effort to manage PR for the
armed forces, motivate recruitment, and maintain soldier morale. In parallel, British
commercial firms began using PR techniques, such as street demonstrations and
advertising films, to boost the sales of products like vegetable ghee and tea. By
1947, the foundations of a formal PR infrastructure were in place.

Post-Independence: Building a National PR Infrastructure

The birth of Pakistan in 1947 presented immense challenges. The new nation faced a
"dearth of qualified and trained staff" as most PR professionals, being non-Muslim, migrated
to India. The government's immediate task was to reorganize the provincial PR departments
and establish a federal PR network from scratch to manage national communication.
This led to the development of a robust official PR network:

● Key Federal Departments: The government established crucial PR organs,

including the Press Information Department (PID) as the main agency for domestic
publicity and media liaison, Radio Pakistan as the sole state broadcaster, and the
Department of Advertising, Films and Publications (DFP) for producing official
publications and documentaries.
● Expansion of the Network: Successive governments recognized the need for PR
and expanded its scope. The
Pakistan National Centre (PNC) was created to promote national integration
through seminars and discussions.
Pakistan Television (PTV) was launched in 1964 and quickly became the most
powerful medium for influencing public attitudes.
● PR in Autonomous Bodies: The PR model was replicated across the public sector,
with almost all major autonomous and semi-autonomous bodies like WAPDA, PIA,
and the State Bank establishing their own regular PR outfits to manage their public
image.
● External Publicity: To manage Pakistan's image abroad, the External Publicity
(E.P.) Wing of the Ministry of Information was established. It operates through
Information Sections in Pakistani missions worldwide to cultivate relationships with
foreign media and opinion leaders.

The Private Sector: A Developing Field

In stark contrast to the well-established government sector, PR in Pakistan's private sector is

described as being "still in its infancy".

● Current State: Most small and medium-sized enterprises lack a well-defined PR

program. Where PR outfits do exist, the focus is often limited to "cheap publicity and
fostering friendship with the representatives of the media" rather than strategic
communication.
● Challenges: The profession in the private sector often suffers from a lack of qualified
and trained practitioners, with the role sometimes given to redundant staff.
Management may have a narrow view of PR, seeing it merely as a tool to "project
'the boss'".
● Future Outlook: Despite these challenges, the future is considered "quite bright".
Increasing competition is forcing private companies to recognize that being efficient
is not enough; they must also be
seen as efficient by their publics. This growing awareness is increasing the
importance of professional PR practitioners in the private sector. The "mushroom
growth of private television channels" since the early has further intensified this
competitive environment, making professional PR more critical than ever.

Conclusion

The history of public relations in Pakistan is a tale of two distinct tracks. On one track, official
PR has grown into a large, institutionalized network, born out of colonial structures and
driven by the needs of the state for governance and national projection. On the other track,
private sector PR is a much younger and less mature field, slowly gaining traction as market
competition intensifies. The story of PR in Pakistan is therefore one of a journey from being
an instrument of the state to gradually becoming a strategic tool for the private sector, with
the industry as a whole poised for significant professionalization and growth in the years to
come.
Q. 5 Write a detailed analysis of your own on public relations practices in politics. Use
appropriate examples from Pakistani settings.

Introduction

Political Public Relations is the strategic art of managing communication and perception to
build and maintain relationships between political entities—such as parties, leaders, and
governments—and their publics, with the ultimate goal of achieving political power and
influence. In the vibrant, competitive, and often turbulent political landscape of Pakistan, PR
is not a peripheral activity but a central pillar of political strategy. Pakistani political PR is
characterized by its leader-centric focus, its aggressive use of propaganda, its deep
integration with patronage networks, and its rapid adaptation to a fast-evolving media
environment.

The Aims of Political PR in a Pakistani Context

While the general aims of political PR, such as winning support and raising funds, are
universal, in Pakistan they take on a specific flavour:

1. Constructing the Personality Cult: More than ideology, Pakistani politics often
revolves around charismatic leaders. A primary function of PR is to build and sustain
a powerful personality cult around the party leader (e.g., the Bhuttos for the PPP, the
Sharifs for the PML-N, and Imran Khan for the PTI). This involves crafting a narrative
that portrays the leader as a saviour, a victim of conspiracy, or a symbol of national
pride.
2. Narrative Warfare: Political PR in Pakistan is a constant battle of narratives. Parties
invest heavily in framing public discourse. For example, the PTI's successful pre-
campaign was built on an anti-corruption narrative against its rivals. In response, the
PML-N's PR focuses on a narrative of economic development and mega-project
delivery ("Khidmat ko vote do").
3. Mobilization and Agitation: PR is used not just to win elections but to mobilize
supporters for street power (jalsas, protests, long marches). These events are
massive PR spectacles designed to demonstrate popular support, dominate media
coverage, and put pressure on opponents and state institutions.
4. Managing Alliances and Opposition: In a multi-party system, PR is used to signal
intentions to potential coalition partners and to constantly undermine the legitimacy of
the ruling party, a practice noted in the study guide where parties "vigorously
propagate... the policies of the government of the day were not giving the desired
results".

Analysis of Political PR Techniques in Pakistan

Pakistani political parties employ a sophisticated mix of traditional and modern PR

techniques.

1. Propaganda and Media Management:

○ Party Media Cells: All major parties run professional media cells that
produce a constant stream of content, including press releases, video
packages, and social media posts. They use propaganda to "agitate the heart
or mind" through emotional appeals, patriotic songs, and powerful slogans.
○ Misuse of State Media: When in power, the ruling party often leverages the
state-run PR machinery, like PTV and Radio Pakistan, for its own promotion,
blurring the line between government information and party propaganda—a
classic pitfall in developing nations.
 ○ The Digital Battlefield: The "mushroom growth of private television
channels" and the explosion of social media have shifted the battleground.
Parties now run aggressive digital campaigns, using hashtags, memes, and
armies of online volunteers or paid influencers to shape online conversations
and attack rivals. This often involves creating "false public opinion" through
orchestrated campaigns.
2. Infiltration and Use of Pressure Groups:
○ The technique of infiltration, as described in the study guide, is highly
prevalent in Pakistan. Major political parties have associated wings for
students (MSF, IJT, PSF), lawyers (Insaf Lawyers Forum), and traders. These
wings act as loyal pressure groups, mobilizing for protests and furthering the
party's agenda within their respective professions. This allows parties to
project their influence far beyond their core structures.
3. Public Welfare as a PR Tool:
○ Political parties strategically use public welfare schemes to "gain public
sympathies" and build an image of being a benefactor of the poor. Examples
are central to Pakistani political branding:
■ The Benazir Income Support Programme (BISP) became
synonymous with the PPP's pro-poor image.
■ The PML-N's brand is heavily tied to infrastructure projects like the
Metro Bus and laptop distribution schemes.
■ The PTI government's key PR planks were the Sehat Sahulat
Program (Health Card) and the Ehsaas welfare initiative. These
programs are not just policy; they are powerful, long-term PR
campaigns designed to create a loyal vote bank.
4. Corporate-Style Campaigning:
○ Modern Pakistani election campaigns have adopted sophisticated PR
techniques from the corporate world. This includes professional branding,
voter data analysis, targeted messaging, and hiring PR and advertising
agencies. The election, in particular, saw a significant rise in professionalized
PR, especially in the digital domain.

Ethical Dimensions

The intense competition in Pakistani politics often pushes PR practices into ethically grey or
dark territories. Disinformation, fake news, and vitriolic personal attacks against opponents
are common. The use of "whispering campaigns" has evolved into coordinated digital smear
campaigns. This aggressive approach damages political discourse and erodes public trust in
both politicians and the media.

Conclusion

Public relations practices in Pakistani politics are a dynamic and formidable force. They have
moved beyond simple publicity to become a sophisticated engine of narrative creation,
mobilization, and voter persuasion. While deeply rooted in traditional methods like patronage
and rallies, political PR has enthusiastically embraced the digital age, turning social media
into a primary battleground. It is a field defined by its leader-centric nature, its strategic use
of both welfare and agitation, and its constant, aggressive narrative warfare. As Pakistan's
media landscape continues to fragment and evolve, the role of the professional political PR
strategist will only become more crucial in shaping the nation's political future.

Assignment No. 2 (Course: 9263 - Public Relations)

Q. 1 What ethical considerations should be kept in mind during public relations
activities? Discuss with examples.

Introduction

Ethics are the moral principles that govern a person's or a group's behavior. In public
relations, a discipline built on the foundations of trust, credibility, and mutual understanding,
ethics are not just a philosophical consideration but a practical necessity. Since PR
practitioners seek to influence public opinion and shape organizational reputations, their
work carries a significant social responsibility. Unethical practices, such as disseminating
false information or using deceptive tactics, can cause irreparable damage to an
organization's image, the profession's integrity, and the public trust. Therefore, a strong
ethical framework is essential for professional PR practice.

Core Ethical Considerations in Public Relations

An analysis of professional codes of conduct, such as those from the International Public
Relations Association (IPRA) and the Public Relations Society of America (PRSA), reveals
several core ethical considerations that must guide a practitioner's work.

1. Honesty and Truthfulness: This is the bedrock of ethical PR. Practitioners have a
positive duty to maintain accuracy and truth in all communications. This means they
"shall not intentionally disseminate false or misleading information" and must take
care to avoid doing so inadvertently. This principle directly contrasts PR with
propaganda that relies on half-truths or emotional manipulation.
○ Example: If a pharmaceutical company discovers a minor, non-threatening
side effect of a new drug after its launch, the ethical PR response is to
transparently communicate this information to the public and medical
community. An unethical response would be to hide the information or issue a
misleading statement downplaying the issue.
2. Acting in the Public Interest: Ethical PR must serve not only the interests of the
client or employer but also the public interest. This requires practitioners to act as a
moral conscience for their organization, helping translate private aims into "publicly
acceptable policy and action".
○ Example: A PR firm representing a real estate developer planning a large
housing project should advise their client to conduct environmental impact
assessments and hold community consultations. Prioritizing only the client's
profit by ignoring legitimate community concerns about traffic or
environmental damage would be unethical.
3. Transparency and Disclosure (Avoiding Deception): Deception destroys
credibility. Ethical PR demands transparency about the source and intent of
communication.
○ No Front Groups: A practitioner "shall not create any organization to serve
some announced cause but actually to serve an undisclosed special or
private interest".
○ Identify the Source: The public has a right to know on whose behalf a
message is being delivered. The PRSA code obligates members to be
prepared to publicly identify their client or employer.
○ Example: An oil company wanting to promote offshore drilling should not
secretly fund a "citizens' group for energy independence" to lobby the
government. The ethical approach is to advocate for its position openly,
identifying itself as the sponsor of the campaign.
4. Confidentiality and Loyalty: Practitioners have a duty to be loyal to their clients and
employers, which includes safeguarding confidential and private information, even
after the professional relationship has ended.
 ○ Example: A PR manager who leaves a tech company to join a competitor
cannot ethically use the former employer's confidential product launch plans
or crisis communication strategies to give the new employer an unfair
advantage.
5. Avoiding Conflicts of Interest: Professionals must avoid situations where their
personal interests or their duties to one client conflict with their duties to another.
They "shall not represent conflicting or competing interests without the express
consent of those concerned," given only after a full disclosure of the facts.
○ Example: A PR agency cannot ethically represent both the leading national
airline and a new budget airline trying to enter the market without informing
both parties and getting their explicit permission to handle the potentially
conflicting accounts.
6. Maintaining the Integrity of Communication Channels: This principle forbids any
practice that tends to corrupt the media or government processes. This means that
bribing a journalist for positive coverage or providing expensive gifts to a government
official to influence their decision is strictly unethical.
○ Example: Offering a journalist an all-expenses-paid luxury vacation in
exchange for writing a favorable review of a client's new resort is a clear
violation of this principle. The ethical alternative is to offer a standard facility
visit or press trip for legitimate journalistic evaluation.
7. Professionalism and Fairness: This includes dealing fairly with clients, employers,
colleagues, and the public. It also means not intentionally injuring the professional
reputation of another practitioner. Furthermore, practitioners should not guarantee
results that are beyond their direct control, as this is misleading and unprofessional.

The Need for a Code of Ethics in Pakistan

The study guide notes that in the absence of a formal, enforced code of ethics in Pakistan,
some practitioners resort to "gimmicks or tricks," which ultimately damages the profession's
reputation. There is a clear need to establish a code based on "Islamic principles of honesty,
truth, fair play and integrity" and to create an autonomous council to enforce it, ensuring the
profession grows along healthy, ethical lines.

Conclusion

Ethical considerations are the cornerstone of professional public relations. They guide
practitioners in navigating complex situations and making decisions that build, rather than
erode, public trust. By adhering to principles of honesty, transparency, fairness, and a
commitment to the public interest, PR professionals can fulfill their role as responsible
advocates and communicators, strengthening their organizations and contributing positively
to society. Without this ethical compass, public relations risks devolving into mere
manipulation, losing its credibility and its right to be called a profession.

Q. 2 Explain the advantages of planning strategies for PR campaigns. What is the

difference between publicity and advertising? Explain.

Introduction

Effective public relations is not the result of luck or haphazard activity; it is the product of
careful, strategic planning. A well-planned PR campaign provides a roadmap that guides an
organization's communication efforts, ensuring they are purposeful, efficient, and
measurable. A fundamental part of this planning process is understanding the specific tools
available and how they differ. Two of the most common, yet often confused, tools are
publicity and advertising. This answer will first explain the critical advantages of strategic
planning in PR and then clearly differentiate between publicity and advertising.

Part 1: The Advantages of Planning Strategies for PR Campaigns

Operating without a plan forces a PR practitioner into a reactive, day-to-day mode, where it
is impossible to work towards long-term goals or measure success. The study guide
highlights several key advantages of investing time in strategic planning.

1. Provides Purpose and Direction: Planning forces an organization to define its

objectives clearly. It answers the question: "What do we want to achieve?" Without
this, PR efforts would be like a ship sailing without a destination—no wind is
favorable. A plan provides focus, ensuring that all activities are aligned with specific,
predetermined goals.
2. Enables Proactive and Strategic Operation: A plan allows a PR department to be
proactive rather than reactive. Instead of constantly fighting fires, practitioners can
anticipate opportunities and challenges, and devise strategies to address them. It
helps control the number and timing of different operations, ensuring a coordinated
and logical workflow.
3. Facilitates Effective Resource Management: PR resources—including budget,
staff time, and equipment—are almost always limited. Planning is essential for
allocating these resources effectively. It helps in "estimating the working hours,
manpower requirements and also the costs involved". This ensures that the budget is
spent wisely and that the greatest impact is achieved for the investment.
4. Allows for Measurable Results and Demonstrates Value: One of the most
significant advantages of planning is that it "helps in assessing the results against the
pre-determined targets". By setting clear, measurable objectives at the outset (e.g.,
"increase public awareness by, a practitioner can evaluate the campaign's success
upon completion. This ability to demonstrate a return on investment is crucial for
proving the value of the PR function to senior management. Without a plan, there is
no benchmark against which to measure success.
5. Ensures Feasibility and Realistic Expectations: The planning process involves a
realistic assessment of the situation and the resources available. It "helps in deciding
the feasibility of carrying out various programmes" based on the availability of
appropriate staff and equipment. This prevents the organization from overcommitting
or setting unrealistic goals that are destined to fail, which would lead to management
dissatisfaction.

Part 2: The Difference Between Publicity and Advertising

While both publicity and advertising are tools used within a PR campaign to communicate
with the public, they are fundamentally different in their cost, control, and credibility.

Definition:

● Advertising is defined as using paid time and space in the media to promote goods,
services, or ideas. It is an overt strategy where the sponsor is clearly identified.
● Publicity is the practice of obtaining free space or time in the media for promotional
material, which often "masquerades as news". It is earned by being newsworthy.

Key Differences:

Feature Advertising Publicity

 Cost Paid. The organization buys Free. The media
space or time directly from coverage is not
the media outlet. paid for; it is
earned by
providing
newsworthy
information.

Control High Control. The Low Control. The message

advertiser controls is filtered through journalists
the exact message, and editors who decide if,
format, timing, and when, and how to present
placement of the ad. the information. The final
story may be altered or
presented in a negative light.

Credibility Low Credibility. High Credibility. Because

Audiences are aware publicity appears as
that advertising is a independent editorial
paid, one-sided content, it carries the implied
message from a third-party endorsement of
biased source and the media outlet. The public
tend to be skeptical of perceives it as more
its claims. objective and believable.

Primary To persuade and sell To inform, build reputation,

Goal products or services. and increase awareness. It is
It is primarily a a communication tool within
marketing tool. the broader PR function.

Media The relationship is The relationship is editorial.

Relationshi commercial. Practitioners deal with
p Practitioners deal journalists, reporters, and
with the advertising or editors, "selling" them on the
sales departments of newsworthiness of a story.
media outlets.

Conclusion

Strategic planning is the cornerstone of professional public relations, transforming it from a

reactive tactic into a proactive management function that provides direction, optimizes
resources, and demonstrates tangible value. A crucial element of this planning is the
intelligent selection of communication tools. Understanding the distinct differences between
paid, controlled, low-credibility advertising and earned, uncontrolled, high-credibility publicity
allows a practitioner to create a synergistic campaign. A well-planned strategy might use
advertising to guarantee a specific message is delivered, while simultaneously using
publicity to build the trust and third-party endorsement that advertising alone cannot achieve.

Q. 3 What is persuasion? Explain the functions and importance of persuasion

techniques in PR work.

Introduction

Persuasion is the very essence of public relations. It is the art and science of influencing
people's beliefs, attitudes, and actions without the use of force or coercion. While PR
involves many activities, from research to event management, the ultimate goal is almost
always persuasive: to convince a public to think, feel, or act in a way that is favorable to the
organization. As defined in the study guide, persuasion is the "process by which a person's
attitudes or behaviour are, without duress, influenced by communication". This answer will
define the concept of persuasion and explain its core functions and the vital importance of its
techniques in professional PR work.

What is Persuasion?

Persuasion is a communication process designed to "influence choices". It is the systematic

effort to get people to revise the "pictures in their minds" or to form entirely new ones,
thereby changing their opinions or behavior. The process of persuasion involves several
distinct steps: a message must be presented by a source, the receiver must pay attention to
it, comprehend its content, yield to (agree with) the point being urged, and finally, act upon
this new attitude. For example, a successful persuasive campaign would not only make
someone understand the need to donate to a charity but would lead them to actually make
the donation. The key element is that this change occurs "without duress," meaning it is
based on influence, not force.

The Functions of Persuasion in Public Relations

A PR practitioner uses persuasion to achieve several distinct communication objectives,

depending on the initial attitude of the target public. The study guide outlines four primary
functions:

1. To Change Hostile Opinions: This is the most challenging function of persuasion. It

involves turning a negative or hostile attitude into a positive or sympathetic one. For
instance, a community may be hostile towards a company planning to build a new
factory due to fears of pollution. A persuasive PR campaign would aim to change this
hostility by demonstrating the economic benefits (jobs) and the company's
commitment to environmental safety.
2. To Neutralize Hostile Opinions: When converting hostility into support is not fully
achievable, a more realistic goal may be to neutralize the opposition. The aim is to
"render the hostile opinion harmless or indifferent". This means persuading
opponents to become less active in their opposition, thereby reducing the damage
they can do to the organization's reputation or goals.
3. To Crystallize Latent or "Unformed" Opinions: Often, a large segment of the
public may be unaware, uninterested, or undecided about an issue. Persuasion
functions to "crystallize" these latent opinions, giving them form and direction. A PR
 campaign can activate this "silent majority," turning their apathy into interest and their
unformed opinions into positive support for the organization.
4. To Conserve or Reinforce Favorable Opinions: This is perhaps the easiest, yet
most often neglected, function. Persuasion is used to reinforce the existing positive
beliefs of an organization's supporters, ensuring their continued loyalty. It is a
mistake to take supporters for granted; they need to be regularly communicated with
and reminded of why their support is justified.

The Importance of Persuasion Techniques in PR Work

To successfully perform these functions, a PR practitioner cannot rely on chance. They must
employ a range of proven persuasion techniques that are grounded in an understanding of
human psychology. The importance of these techniques lies in their ability to make
communication effective and impactful.

● Audience Analysis and a Self-Interest Appeal: This is the most crucial technique.
Persuasion is not about what the organization wants to say, but about what the
audience is willing to hear. Therefore, "knowledge of audience... is of paramount
importance". The message must be tailored to the audience and appeal to their self-
interest, whether it involves their "psychic or economic needs". A message that does
not address the audience's concerns or interests will simply be ignored.
● Source Credibility: The effectiveness of a message is heavily dependent on the
credibility of its source. Persuasion is more successful when the spokesperson is
perceived as knowledgeable, trustworthy, sincere, and charismatic. This is why PR
practitioners carefully select credible sources—such as industry experts, respected
community leaders, or admired celebrities—to deliver their messages.
● Clarity of the Message: For persuasion to work, the message must be clear, direct,
and easily understood. The audience should have no doubt about what they are
being asked to do or believe. Complex jargon and ambiguous language create
confusion and act as barriers to persuasion.
● Audience Participation: Persuasion is "enhanced by the active involvement or
participation of the audience". When people are involved in the process—for
example, by giving suggestions or participating in an event—they feel a sense of
ownership and are more committed to the outcome. This is why interactive PR
campaigns are often more effective than one-way communication.
● Strategic Timing and Context: A message that is perfectly crafted may still fail if it
is delivered at the wrong time. A good PR practitioner senses the public mood and
capitalizes on the context to make the message more relevant and persuasive. For
instance, charity drives are most successful during religious festivals like Ramadan,
when people are more inclined towards generosity.

Conclusion

Persuasion is the engine that drives public relations. Its functions are critical for managing an
organization's reputational landscape—from overcoming hostility and crystallizing support to
reinforcing existing loyalty. However, these functions cannot be achieved without the skillful
application of proven persuasion techniques. By grounding their efforts in a deep
understanding of the audience, leveraging credible sources, crafting clear messages, and
encouraging participation, PR practitioners can transform communication from a simple
broadcast of information into a powerful force for influencing hearts and minds.

Q. 4 Elaborate Press briefing, Press Conference and Press Notes with examples.
Introduction

In the field of media relations, effective dissemination of information is paramount. Public

relations practitioners use several distinct tools to engage with the press, each tailored for a
specific purpose and context. Among the most important are the press briefing, the press
conference, and the press note. While all three involve communicating with the media, they
differ significantly in their formality, interactivity, purpose, and the level of media obligation.
Understanding these differences is crucial for any PRO aiming to manage their
organization's media presence effectively.

Press Briefing

A press briefing is a meeting convened with journalists to provide background information,

context, or an official stance on an issue that may already be in the news. Its primary
purpose is often to educate the media in-depth, so that "when the topical story breaks
sometime later, they (journalists) are in a position to write about it with authority".

● Elaboration and Characteristics:

○ Purpose: To provide context, background, or clarification, rather than to
announce major breaking news. It is often proactive and educational.
○ Format: Typically less formal than a press conference. It can be a regular,
scheduled event (e.g., weekly or monthly) or held on an ad-hoc basis as
needed.
○ Interactivity: It involves a Q&A session, but the discussion is often focused
on clarifying the detailed information provided.
○ Arrangement: The process involves selecting a relevant topic, preparing the
speaker with in-depth information and anticipated questions, and inviting a
targeted group of journalists who specialize in the subject area.
● Example: The study guide provides a perfect real-world example: "The foreign
office of Pakistan holds weekly press briefings". In these briefings, the Foreign
Office spokesperson does not usually announce a new war or a major treaty.
Instead, they provide the official Pakistani position on various ongoing international
events, clarify diplomatic nuances, and answer journalists' questions to ensure that
reporting on Pakistan's foreign policy is accurate and well-informed.

Press Conference

A press conference is a formal event to which a wide range of media are invited to hear a
major announcement and to ask questions about it. The "main justification of holding a press
conference is that the subject is an important one likely to elicit plenty of questions from the
press".

● Elaboration and Characteristics:

○ Purpose: To announce significant, time-sensitive, breaking news (e.g., a
policy launch, a merger, a crisis response, or a political candidacy).
○ Format: A formal, structured event, usually a one-off for a specific
announcement. It begins with a statement from the main speaker, followed by
an open Q&A session.
○ Interactivity: High interactivity during the Q&A is its defining feature. It allows
journalists to probe, challenge, and seek clarification directly from the source.
○ Arrangement: This requires meticulous planning. It involves sending
invitations well in advance, selecting an accessible venue, preparing a
comprehensive press kit (with backgrounders, speech copies, photos, etc.),
and thoroughly briefing the speaker to handle tough questions. It is critical
 that the speaker never lies, and it is advised they should never try to speak
"off-the-record" in such a public forum.
● Example: A Chief Minister calling a press conference to announce a new provincial
budget. He would first read out the key highlights and policy decisions, and then the
floor would be opened to journalists from various newspapers and TV channels to
ask specific questions about tax changes, development allocations, and the budget's
impact on the public.

Press Note

A press note is a unique and powerful government communication tool. It is fundamentally

different from a press release or a handout because it is an official government statement
that "newspapers or electronic media have no choice but to publish or air it in the same
language and with the same contents".

● Elaboration and Characteristics:

○ Purpose: To issue an authoritative and unmediated government viewpoint on
an important and urgent matter.
○ Format: A formal, written statement issued by a government department.
○ Interactivity: There is zero interactivity. It is a one-way directive from the
government to the media and, through them, to the public.
○ Media Obligation: Its defining characteristic is the media's obligation to
publish it verbatim. This guarantees the government's message is delivered
without any journalistic filtering or interpretation. Because publication is
assured, the writer's focus is on making the note "terse, brief, timely, [and]
understandable" for the public.
● Example: Following a major natural disaster like an earthquake, the National
Disaster Management Authority (NDMA) might issue a press note detailing official
casualty figures, outlining mandatory evacuation orders for certain areas, and
warning against spreading rumors. All newspapers and TV channels would be
required to publish or broadcast this note exactly as it was issued to ensure clear,
consistent, and authoritative information reaches the entire population during an
emergency.

Conclusion

While all three tools are used to communicate with the media, their application depends
entirely on the situation. A press briefing is for providing background and context to
specialists. A press conference is for announcing major news to a wide audience and
engaging in direct, interactive questioning. A press note is a top-down, non-interactive
government directive for urgent and authoritative announcements that must be
communicated to the public without alteration. A skilled PR professional must know precisely
which of these tools to deploy to best serve their communication objectives.

Q. 5 What is the significance of allied material for publicity and persuasion? Describe
different types of allied material.

Introduction

"Allied material" in public relations refers to the wide array of tangible tools, content, and
collateral that are produced and used to execute publicity and persuasion strategies. These
materials are the vehicles that carry an organization's messages to its target publics. While a
PR strategy might be an abstract plan, it is the allied material that makes it concrete, visible,
and capable of influencing opinion. Their significance lies in their ability to support media
relations, enhance communication, build credibility, and provide the substance for a
persuasive campaign.

The Significance of Allied Material

Allied materials are not just accessories; they are essential components of any PR program
for several reasons:

1. Translating Strategy into Action: Allied materials are the tangible outputs of a PR
plan. A strategy to "improve community relations" remains an idea until it is executed
through materials like a community newsletter, a sponsored event, or a facility visit
for local leaders.
2. Enhancing Communication and Understanding: Different materials communicate
in different ways. A photograph can "captivate readers attention" and convey emotion
more effectively than text. A documentary film can bring "audiences into direct
communication with facts and ideas through audio-visual senses". A well-written
backgrounder provides the historical context necessary for a journalist to understand
a complex issue fully.
3. Building Credibility and Professionalism: The quality of an organization's allied
material reflects on the organization itself. A professionally produced film, a well-
designed in-house journal, or an accurate and detailed press kit signals competence
and seriousness, which helps to build trust with media and other stakeholders.
4. Facilitating Media Coverage: A primary role of allied material is to make the jobs of
journalists easier. Providing the media with ready-to-use content like press releases,
high-quality photographs with captions, and comprehensive press kits increases the
likelihood of securing positive and accurate coverage.
5. Targeting Specific Publics: Different materials are suited for different audiences.
An in-house journal is a perfect tool for internal communication with employees, while
a formal press conference is designed for the mass media. This allows for targeted
and more effective communication.

Different Types of Allied Material

The PR toolkit contains a diverse range of allied materials, which can be categorized by their
format and purpose, as detailed in the study guide.

1. Written Materials for Media (The Press Kit Core):

● Press Release/Handout: The most common tool, this is a written announcement of

a newsworthy event, decision, or fact, distributed to the media for publication. It is
written in the "inverted pyramid" style, presenting the most important information first.
● Press Note: An official government statement that the media is obligated to publish
verbatim, used for urgent and authoritative announcements.
● Backgrounder: A feature-style document that provides in-depth historical and
factual information on an organization, issue, or event. It gives journalists the context
they need to write a comprehensive story.
● Letter to the Editor: A written communication sent to a publication to comment on
an issue of public concern or respond to a previously published item. It is an effective
way to "attract public notice to a point of view".

2. Visual and Audiovisual Materials:

 ● Photographs: A powerful tool because "a well taken and properly produced picture
is more communicative and attractive" than text alone. PR photographs must be high
quality, have clear subjects, and be accompanied by accurate captions.
● Films: Documentaries or short features are highly persuasive tools used to tell an
organization's story, showcase its work, or advocate for a cause. The production
process is complex, involving briefs, scripts, shooting, and editing to create a
compelling final product.

3. Events and Direct Engagement Platforms:

● Press Conference/Press Briefing: These are organized events that allow for direct,
face-to-face communication with journalists, enabling announcements and interactive
Q&A sessions.
● Facility Visits: These trips provide journalists, clients, or other stakeholders with a
firsthand experience of the organization's operations. Seeing something in person is
often more impressive and persuasive than simply reading about it.
● Conferences/Seminars: These events bring together experts and interested publics
to discuss matters of mutual interest, providing an excellent opportunity for
networking and exchanging ideas.

4. Specialized Publications and Collateral:

● In-house Journal (House Organ): A periodical published by an organization for its

specific publics, most commonly employees ("internals") but also for dealers or
customers ("externals"). Its purpose is to create a "family feeling," build goodwill, and
serve as a regular channel of communication.
● Press Kit: A pre-packaged folder of materials given to the media at events like press
conferences. It typically contains other allied materials such as press releases,
backgrounders, photos, speaker biographies, and brochures to provide
comprehensive information and assist with coverage.

Conclusion

Allied materials are the lifeblood of any publicity or persuasion campaign. They are the
essential tools that give substance to strategy, allowing PR practitioners to inform, influence,
and engage their publics across multiple channels. From a simple press release to a
sophisticated documentary film, each type of material has a unique role and significance.
The masterful selection, creation, and distribution of this material are what ultimately
determines the success of a public relations program.