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Old Friday, November 15, 2013
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comments, criticism and suggestions are strongly encouraged. come on qurban, zohaib babar, and sadia. please respond.


Q8: "Public Relations is deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public", explain.

Q8. In modern society what role does public relations and P.R.O play in any organization?

Mention the role and responsibilities of a good P.R.O.


Public relations
“ it is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public”.
In this case, public stands for the recipient of information or the target audience or selective group of individuals.
In other words PR stands for “performance” and “recognition”. Therefore PR may be defined as the “efforts taken up the PRO to get the performance of an organization recognized.”


Goals of public relations
• It is a confidence building measure
• It is aimed at developing trust and understanding between the organization and the public
• In addition, PR is aimed at removing misunderstanding and countering any propaganda between the public and the organization.
PR is also used to keep people apprised of recent policies, rules and guidelines.
• It is aimed at bridging the gap between an organization and the public

Characteristics of PR

PR is basically an organized publicity
• It is the professional winning of friends and influencing people
PR is aimed at mobilizing opinion in an organization’s favour
PR is what the practitioner thinks it is. It implies that all the strategies and techniques employed by the practitioner to develop understanding between the organization and its public
• It is much more than propaganda, advertising and publicity.
PR is a combination of journalism, mass communication, ethics, philosophy, and several other related brances.
• Often PRO employ different tools such as print media, electronic media and even social media. It also manipulates media to its advantage.


Qualification & experience
• Often, a PR officer has a degree in mass communication, journalism, social sciences. Sometimes, a PR officer holds a postgraduate in language English or urdu (depending upon the audience)
PR officer has an experience of working in media related fields such as TV, radio, advertising etc.
PR officer should have a presentable personality
PR officer should be a person of integrity and credibility
PR officer should have a clarity about PR publicity

Role and resposiblities
PR officer should draft
a. Press releases
b. Handouts
c. Speeches of the head of organization
PR officer should organize conferences, seminars and walks
• He should compile press clippings
• He should draft denials and corrections
• He should ensure early publication of denials
• Publicity designed should use strategies to reach out to maximum public
• He should be available round the clock to the media

PR in the context of Pakistan
Unfortunately in Pakistan there is little awareness of PR. Often it is misunderstood with advertising. However, government uses PR officers in order to bride communication gap and to keep the people informed of recent advances. At the same time it is aimed at removing any misunderstanding and countering propaganda. Unlikely, many a times, image of organization is compromised i.e focus is shifted from organization to individual image building.

Critical analysis: PR is used by individuals, organizations and governments to uplift their image and to overcome any negative publicity. The image building of an organization and nation depends upon many factors but the most important factor is the expertise of the PR officer.
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