{"id":1306,"date":"2019-10-31T07:18:13","date_gmt":"2019-10-31T07:18:13","guid":{"rendered":"http:\/\/scoreindia.org\/blog\/?p=1306"},"modified":"2024-08-28T11:53:02","modified_gmt":"2024-08-28T11:53:02","slug":"26-tips-public-relations-profession","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/","title":{"rendered":"26 Fundamental Understanding of Public Relations Profession &#8211; A to Z of PR"},"content":{"rendered":"<p>I personally interviewed over 50 graduates for a spot at the School of Communications &amp; Reputation. One of the questions I asked some of them was how many alphabets are there in the English language? Invariably the answer was 26. The correct answer is one alphabet with 26 letters in it. That\u2019s a trick question. Well, I wanted to share that as the starting paragraph of this column because I\u2019m sure one out of three people had the fundamental understanding wrong about\u00a0 Public Relations profession<\/p>\n<p>In a chat with my colleague Anubhuti, she shared an interesting infographic about something which had 26 words mentioned from A-Z. She then asked me if there was the ABC to understand Public Relations profession.. That prompted me to coin this. This is in continuation and to complement the House of PR, about which I wrote a few weeks ago and can be found\u00a0<a href=\"http:\/\/scoreindia.org\/blog\/explain-public-relations\/\"><b>here<\/b><\/a>.<\/p>\n<p>Public Relations profession is misunderstood. I have been having an off and on discussion with few people on Twitter to make them better understand this profession.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Here_are_my_26_cents_on_it_to_understand_Public_Relations_Profession_better\" >Here are my 26 cents on it to understand Public Relations Profession better.<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Authenticity\" >Authenticity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Business_purpose\" >Business purpose<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Credibility\" >Credibility<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Engagement\" >Engagement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Familiarity\" >Familiarity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Goodwill\" >Goodwill<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Honesty\" >Honesty<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Issue_Management\" >Issue Management<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Juxtaposition_of_communication_and_campaign\" >Juxtaposition of communication and campaign<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Kindness\" >Kindness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Leading_from_the_front\" >Leading from the front<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Media_Intelligence\" >Media Intelligence<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Neutrality\" >Neutrality<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Openness\" >Openness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Perceptions\" >Perceptions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Quest_for_blind_faith\" >Quest for blind faith<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Reputation_is_everything\" >Reputation is everything<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Strategic_storytelling\" >Strategic storytelling<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Trust_creation_at_the_core\" >Trust creation at the core<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Understanding_brand_management\" >Understanding brand management<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Visuals\" >Visuals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Written_word\" >Written word<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#X_Factor_of_Counsel_and_Connect\" >X Factor of Counsel and Connect<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Yes_we_can_attitude\" >Yes we can attitude<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/scoreindia.org\/blog\/26-tips-public-relations-profession\/#Zealousness\" >Zealousness<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Here_are_my_26_cents_on_it_to_understand_Public_Relations_Profession_better\"><\/span>Here are my 26 cents on it to understand Public Relations Profession better.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4><span class=\"ez-toc-section\" id=\"Authenticity\"><\/span><strong>Authenticity<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>All Public Relations should begin and end with efforts to reach stakeholders while being authentic. It is a simple word and has strong meaning.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Business_purpose\"><\/span><strong>Business purpose<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Public Relations is pointless if it is not aligned with business purpose. Very often public relations activities are planned mindlessly which do not have an end goal.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Credibility\"><\/span><strong>Credibility<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Public Relations programmes should be crafted with an intent to create increased credibility for a brand or organisation.<\/p>\n<p><strong>Data<\/strong><\/p>\n<p>There is plenty of data available, which if carefully tapped can guide the creation of smart Public Relation campaigns. The ability to slice and dice it will be key.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Engagement\"><\/span><strong>Engagement<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Most public relations outreach is built to attain engagement between a brand or organisation and its stakeholders. This is also an objective of a campaign.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Familiarity\"><\/span><strong>Familiarity<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>While advertising creates awareness, the right public relations helps to create familiarity.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Goodwill\"><\/span><strong>Goodwill<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>There is no greater currency in the world of business and personal relationships than that of Goodwill. It goes a long way in helping brands grow.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Honesty\"><\/span><strong>Honesty<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>If relationships are not carried out with honesty then it is clearly quackery. So, good public relations is not about burying a story but honestly admitting that one messed up and making amends.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Issue_Management\"><\/span><strong>Issue Management<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Public Relations plays a major role in salvaging difficult situations for brands which are in the realm of issue management. If not managed well, they turn into crisis and disaster.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Juxtaposition_of_communication_and_campaign\"><\/span><strong>Juxtaposition of communication and campaign<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The foundation of good Public Relations is well thought out campaigns that are used to communicated to audiences with common sense.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Kindness\"><\/span><strong>Kindness<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>At the heart of Public Relations is kindness. Without it, the relationship between a brand and public is meaningless.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Leading_from_the_front\"><\/span><strong>Leading from the front<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Public Relations happens from the top. A chief executive or a leader of government is the chief PRO ably assisted by a communications director. There is no ambiguity.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Media_Intelligence\"><\/span><strong>Media Intelligence<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Earned media plays a significant role in good public relations. Given this, the ability to have the right media intelligence is of utmost importance.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Neutrality\"><\/span><strong>Neutrality<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Public Relations can fight for a brand in the court of public opinion. But PR can play the role of bringing warring factions together. Being neutral in such situations is paramount.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Openness\"><\/span><strong>Openness<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Transparency is an important factor in achieving public relations goals. It all starts with a culture of Openness.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Perceptions\"><\/span><strong>Perceptions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Ultimately, public relations programmes are initiated to create right perceptions and correct wrong perceptions.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Quest_for_blind_faith\"><\/span><strong>Quest for blind faith<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Every brand dreams of blind faith that customers should have in them, given that the service or product quality is superior.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Reputation_is_everything\"><\/span><strong>Reputation is everything<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The other name for public relations is reputation management. The past, the present and the future life of a brand collectively makes it what is.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Strategic_storytelling\"><\/span><strong>Strategic storytelling<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Good public relations is built on good strategy. And good strategy invariably includes great storytelling. Strategic storytelling is the big deal in PR<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Trust_creation_at_the_core\"><\/span><strong>Trust creation at the core<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It all boils down how PR efforts lead to trust creation. A great product that is not trusted because either the after sales service or the people who own it are dubious can be harmful.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Understanding_brand_management\"><\/span><strong>Understanding brand management<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It is critical to ensure a fair understanding of brand management to be able to devise relevant public relations campaigns.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Visuals\"><\/span><strong>Visuals<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>A picture tells a thousand words. Video is the future of communication. No better way to share these through the transformative power of earned and owned media.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Written_word\"><\/span><strong>Written word<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The written word will always remain strong and powerful. Hence, writing skills of a high calibre are crucial to be able to drive great Public Relations<\/p>\n<h4><span class=\"ez-toc-section\" id=\"X_Factor_of_Counsel_and_Connect\"><\/span><strong>X Factor of Counsel and Connect<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The bedrock of Public Relations revolves around people. Therefore, the ability to offer counsel and connect with stakeholders is an aspect that makes or breaks brands.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Yes_we_can_attitude\"><\/span><strong>Yes we can attitude<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Worthy Public Relations efforts are all about a Never Say Die or a Yes we can attitude. Because despite all planning sometimes there are unexpected situations.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Zealousness\"><\/span><strong>Zealousness<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Being devoted and diligent are what rock stars in Public Relations are made up of. If you are not one already, you can be one today. All it needs effort.<\/p>\n<p>Hope these 900 words help in creating a better understanding of Public Relations\u00a0 profession, which is both an art and a science and often misunderstood.<\/p>\n<p>-Amit Prabhu<\/p>\n<div id=\"attachment_533\" style=\"width: 210px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-533\" class=\"size-medium wp-image-533 lazyload\" data-src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-200x300.jpg\" alt=\"Public relation profession\" width=\"200\" height=\"300\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-200x300.jpg 200w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017.jpg 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-683x1024.jpg 683w\" data-sizes=\"(max-width: 200px) 100vw, 200px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-533\" class=\"size-medium wp-image-533\" src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-200x300.jpg\" alt=\"Public relation profession\" width=\"200\" height=\"300\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-200x300.jpg 200w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017.jpg 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-683x1024.jpg 683w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/noscript><p id=\"caption-attachment-533\" class=\"wp-caption-text\">Public relation profession<\/p><\/div>\n<p>&nbsp;<\/p>\n<p>Amith is the\u00a0Dean of the School of Communications &amp; Reputation (<a href=\"http:\/\/scoreindia.org\/\">SCoRe<\/a>)- A post graduate\u00a0<a href=\"http:\/\/scoreindia.org\/Post-Graduation-in-Public-Relations.html\">institute of Public Relations<\/a>\u00a0built by the Indian PR community. He is also the founder of the\u00a0<a href=\"http:\/\/promisefoundation.com\/\">PRomise Foundation<\/a>\u00a0which organises\u00a0<a href=\"http:\/\/praxisonline.in\/\">PRAXIS<\/a>, India\u2019s annual summit of reputation management professionals.\u00a0He can be reached\u00a0<a href=\"https:\/\/twitter.com\/amithpr\">@amithpr<\/a>\u00a0on twitter.<\/p>\n<p><em>This blog post originally appeared on Reputation Today\u2019s\u00a0<a href=\"http:\/\/reputationtoday.in\/taking-pride\/the-public-relations-alphabet\/\">online page<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":1307,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - 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