PUBLIC RELATIONS, CUSTOMER CARE AND INNOVATION STUDY NOTES
Content
a. Explain the role of public relations and customer care in an organization.
b. Explain interpersonal skills and public relations skills
c. Define quality management
d. Official etiquette, protocol & diplomacy in communication
e. Creativity and innovation
f. Process of creativity and innovation
Definition Public relations
Public relations: It is the planned and sustained effort to establish and maintain goodwill and
mutual understanding between an organization and its publics.
Public Relations is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behaviour.
ROLE OF Public relations
a. Internal communications; Communicating with employees. E.g. via in-house letters or
suggestion boxes.
b. Corporate PR; Communicating on behalf of the whole organization. E.g. via press
releases, conferences, ethical statements, visual identity and images.
c. Media relations; Communicating with journalists, specialists and editors from local,
national, and trade media, including newspapers, magazines, radio, TV and web-based
communication. This is via press releases, photo calls, video news releases, off-the-record
briefings and press events.
d. Business to business communication; Communication with other organizations e.g.
suppliers and retailers. This could be through exhibitions, trade events and newsletters.
e. Public affairs; Communicating with opinion formers like politicians and monitoring the
political environment. This is via presentations, briefings, private meetings and public
speeches.
f. Community relations/ corporate social responsibility; Communicating with local
community, elected representatives, head teachers etc. this is via exhibitions,
presentations, letters, meetings, sport activities and other sponsorships.
g. Investor relations; Communicating with financial organizations and individuals. This is
via newsletters, briefings and events.
h. Strategic communication; Identification and analysis of a situation, problem and solutions
to further the organization’s goals. This is via researching, planning and executing a
campaign to improve ethical reputation of the organization.
i. Crisis management; Communicating clear messages in a fast changing situation or
emergency. E.g. a PR officer dealing with media after major rail crash on behalf of the
police, hospital or local authority.
PUBLIC RELATIONS NOTES PREPARED BY MR. ANTONY AMBIA Page 1
, j. Events management and exhibitions; Organizing complex events and exhibitions. E.g.
annual conference, press launches and trade shows.
k. Issues management; Monitoring political, social, economic and technological
environment.
l. Copywriting; Writing for different audiences to high standards of literacy. This is writing
press releases, newsletters, web pages and annual reports.
m. Publications management; Overseeing print/ media processes, often using new
technology e.g. leaflets, internal magazines and websites.
Qualities and Skill Sets of a Public relations Officer
Professional approach
Networking skills
Interpersonal skills
Written and oral communication skills
Analytical skills
Emotional intelligence
Innovating and troubleshooting skills
Organization and management skills
Leadership qualities
Creativity
Storytelling traits
Curiosity
Knowledge of current affairs
Result oriented
Self-disciplined
Tech-savvy
Competitive
Constructive thinker
CUSTOMER CARE
The work of looking after customers and ensuring their satisfaction with one's business and
its goods or services. Modern consumers are aware of their right to a high standard of
customer care.
A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good,
service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other
valuable consideration.
Types of customers
a. Loyal Customers- These types of customers are less in numbers but promote more sales
and profit as compared to other customers as these are the ones which are completely
satisfied. These customers revisit the organization over times hence it is crucial to
PUBLIC RELATIONS NOTES PREPARED BY MR. ANTONY AMBIA Page 2
Content
a. Explain the role of public relations and customer care in an organization.
b. Explain interpersonal skills and public relations skills
c. Define quality management
d. Official etiquette, protocol & diplomacy in communication
e. Creativity and innovation
f. Process of creativity and innovation
Definition Public relations
Public relations: It is the planned and sustained effort to establish and maintain goodwill and
mutual understanding between an organization and its publics.
Public Relations is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behaviour.
ROLE OF Public relations
a. Internal communications; Communicating with employees. E.g. via in-house letters or
suggestion boxes.
b. Corporate PR; Communicating on behalf of the whole organization. E.g. via press
releases, conferences, ethical statements, visual identity and images.
c. Media relations; Communicating with journalists, specialists and editors from local,
national, and trade media, including newspapers, magazines, radio, TV and web-based
communication. This is via press releases, photo calls, video news releases, off-the-record
briefings and press events.
d. Business to business communication; Communication with other organizations e.g.
suppliers and retailers. This could be through exhibitions, trade events and newsletters.
e. Public affairs; Communicating with opinion formers like politicians and monitoring the
political environment. This is via presentations, briefings, private meetings and public
speeches.
f. Community relations/ corporate social responsibility; Communicating with local
community, elected representatives, head teachers etc. this is via exhibitions,
presentations, letters, meetings, sport activities and other sponsorships.
g. Investor relations; Communicating with financial organizations and individuals. This is
via newsletters, briefings and events.
h. Strategic communication; Identification and analysis of a situation, problem and solutions
to further the organization’s goals. This is via researching, planning and executing a
campaign to improve ethical reputation of the organization.
i. Crisis management; Communicating clear messages in a fast changing situation or
emergency. E.g. a PR officer dealing with media after major rail crash on behalf of the
police, hospital or local authority.
PUBLIC RELATIONS NOTES PREPARED BY MR. ANTONY AMBIA Page 1
, j. Events management and exhibitions; Organizing complex events and exhibitions. E.g.
annual conference, press launches and trade shows.
k. Issues management; Monitoring political, social, economic and technological
environment.
l. Copywriting; Writing for different audiences to high standards of literacy. This is writing
press releases, newsletters, web pages and annual reports.
m. Publications management; Overseeing print/ media processes, often using new
technology e.g. leaflets, internal magazines and websites.
Qualities and Skill Sets of a Public relations Officer
Professional approach
Networking skills
Interpersonal skills
Written and oral communication skills
Analytical skills
Emotional intelligence
Innovating and troubleshooting skills
Organization and management skills
Leadership qualities
Creativity
Storytelling traits
Curiosity
Knowledge of current affairs
Result oriented
Self-disciplined
Tech-savvy
Competitive
Constructive thinker
CUSTOMER CARE
The work of looking after customers and ensuring their satisfaction with one's business and
its goods or services. Modern consumers are aware of their right to a high standard of
customer care.
A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good,
service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other
valuable consideration.
Types of customers
a. Loyal Customers- These types of customers are less in numbers but promote more sales
and profit as compared to other customers as these are the ones which are completely
satisfied. These customers revisit the organization over times hence it is crucial to
PUBLIC RELATIONS NOTES PREPARED BY MR. ANTONY AMBIA Page 2
