REGULATION 2022 – 2023 Onwards
PROGRAMME B.Sc., HOSPITAL ADMINISTRATION
COURSE TYPE CORE COURSE & PART- III
COURSE CODE 22SCCHA9
COURSE TITLE COMMUNICATION IN PUBLIC
RELATIONS.
YEAR & SEMESTER III & VI
PREPARED BY,
Ms. R.PRIYADHARSHINI
ASSISTANT PROFESSOR
DEPT. OF HOSPITAL ADMINISTRATION
, COMMUNICATION IN PUBLIC RELATIONS
UNIT-I
PUBLIC RELATIONS
Definitions, Nature Scope ,Objectives, History and development ,public in PR, PR in
management organization of PR Department, Theory and practice in PR processors – fact finding,
planning, communicating, evaluation. Staff & budget making of the PR man, code of ethics, PR
association.
UNIT-II
TOOLS AND MEDIA OF PUBLIC RELATIONS 1
Press in India, readership, impact of press. appeal of radio and press writing for radio, preparing
news and features, for radio, SITE programmers features& documentary on TV– features films slider,
campaigns, lobbying, company literature, annual report, manuals brochure, information bulletins.
UNIT-III
CORPORATE PUBLIC RELATIONS
Internal public, employee orientation, employee communication, employee survey.
Suggestion programmes, employee newspapers. liaison with the newspapers – participating in
Government programmes – Civic amenities, customer relations- complaints of customers, PR in
Marketing Sales.
UNIT-IV
MARKETING
Functions – modern consumer oriented marketing concept, social marketing concepts,
Defining and analysis of service markets, Analysis market opportunity, consumer markets and
buyer behaviour, Market forecasting ,promotion& post pricing techniques.
UNIT–V
ADVERTISING
Advertising as a medium of PR advertising for marketing institutional advertising media –
marketing characteristics a functions of media-papers radio, television of media – films, posters,
hoarding, kiosk, neon signs, city transport, & effectiveness of different media, selection of media
planning.
, UNIT-I
PUBLIC RELATIONS
Definition of Public relations:
Public relations are a strategic communication process that builds mutually beneficial
relationships between organizations and their publics.
Or
The state of the relationship between an organization and the public.
Nature of Public Relations:
Public Relations (PR) is a strategic communication practice aimed at managing and maintaining the image and
reputation of an organization. It involves building relationships with various stakeholders, including the public,
media, customers, investors, and employees. The nature of Public Relations can be understood through the
following key aspects:
1. Two-Way Communication
PR is fundamentally based on two-way communication, meaning it is not just about sending messages but also
about listening to and engaging with stakeholders. Organizations actively seek feedback, opinions, and
concerns from their audience, which helps improve their strategies and build trust. This interactive
communication strengthens relationships and enables organizations to respond effectively to public sentiment.
2. Strategic and Planned
Public Relations is a planned and strategic activity. It requires careful analysis of target audiences, clear
objectives, and a well-structured approach to communication. PR professionals develop campaigns, media
strategies, and content that are aligned with the organization’s overall goals, ensuring that messages are
consistent and impactful.
3. Reputation Management
One of the core functions of PR is to build and protect an organization's reputation. PR professionals work
proactively to create a positive image through media relations, events, sponsorships, and social responsibility
initiatives. They also handle crises by managing information and minimizing potential damage to the
organization's reputation during negative events.
4. Relationship Building
PR is relationship-oriented. The focus is on fostering long-term, mutually beneficial relationships with key
stakeholders, including the public, media, employees, government, and other relevant groups. Building trust
and goodwill is essential for sustaining a positive organizational image and ensuring ongoing success.
5. Influencing Public Opinion
PR plays a vital role in shaping public opinion. Through effective communication strategies, PR helps influence
the perceptions and attitudes of stakeholders towards the organization. This can involve media campaigns,
1
, public speaking, content creation, or social media engagement to align public opinion with the organization’s
goals.
6. Crisis Management
PR professionals are often called upon to manage crises and mitigate the impact of negative events. Crisis
management involves quick response, transparency, and careful communication to control the narrative.
Effective crisis communication can help protect the organization's reputation and reassure stakeholders.
7. Media Relations
A significant aspect of PR is the relationship with the media. PR professionals work to establish and maintain
good relationships with journalists and media outlets. This involves crafting press releases, responding to
inquiries, organizing press conferences, and ensuring that the organization's message is accurately conveyed to
the public through media channels.
8. Ethical and Transparent
Public Relations are rooted in ethical practice. Transparency, honesty, and integrity are fundamental principles
that guide PR activities. PR professionals must ensure that they communicate truthfully and avoid
manipulation, misinformation, or misrepresentation, as these practices can damage both the organization's
reputation and public trust.
Scopes of Public Relations (PR)
Public Relations (PR) is a versatile and dynamic field that covers a wide range of activities aimed at managing
and influencing public perception. The scope of PR is broad, as it encompasses various functions, techniques,
and strategies to build and maintain relationships with different stakeholders. Below are the major scopes or
areas of Public Relations:
1. Media Relations
Media relations are one of the core aspects of Public Relations. It involves building and maintaining
relationships with journalists, reporters, and media outlets to ensure that an organization's message is accurately
conveyed to the public. PR professionals engage in activities such as:
Writing press releases, articles, and media kits
Organizing press conferences and media events
Responding to media inquiries
Pitching stories to journalists
Managing media interviews and appearances
2. Corporate Communications
Corporate communications is focused on internal and external communication within the organization. The goal
is to maintain transparency, enhance reputation, and ensure that employees, shareholders, and other
stakeholders are well-informed about the organization's activities, policies, and goals. Key activities include:
Internal newsletters, bulletins, and emails
Crisis communication planning
2
PROGRAMME B.Sc., HOSPITAL ADMINISTRATION
COURSE TYPE CORE COURSE & PART- III
COURSE CODE 22SCCHA9
COURSE TITLE COMMUNICATION IN PUBLIC
RELATIONS.
YEAR & SEMESTER III & VI
PREPARED BY,
Ms. R.PRIYADHARSHINI
ASSISTANT PROFESSOR
DEPT. OF HOSPITAL ADMINISTRATION
, COMMUNICATION IN PUBLIC RELATIONS
UNIT-I
PUBLIC RELATIONS
Definitions, Nature Scope ,Objectives, History and development ,public in PR, PR in
management organization of PR Department, Theory and practice in PR processors – fact finding,
planning, communicating, evaluation. Staff & budget making of the PR man, code of ethics, PR
association.
UNIT-II
TOOLS AND MEDIA OF PUBLIC RELATIONS 1
Press in India, readership, impact of press. appeal of radio and press writing for radio, preparing
news and features, for radio, SITE programmers features& documentary on TV– features films slider,
campaigns, lobbying, company literature, annual report, manuals brochure, information bulletins.
UNIT-III
CORPORATE PUBLIC RELATIONS
Internal public, employee orientation, employee communication, employee survey.
Suggestion programmes, employee newspapers. liaison with the newspapers – participating in
Government programmes – Civic amenities, customer relations- complaints of customers, PR in
Marketing Sales.
UNIT-IV
MARKETING
Functions – modern consumer oriented marketing concept, social marketing concepts,
Defining and analysis of service markets, Analysis market opportunity, consumer markets and
buyer behaviour, Market forecasting ,promotion& post pricing techniques.
UNIT–V
ADVERTISING
Advertising as a medium of PR advertising for marketing institutional advertising media –
marketing characteristics a functions of media-papers radio, television of media – films, posters,
hoarding, kiosk, neon signs, city transport, & effectiveness of different media, selection of media
planning.
, UNIT-I
PUBLIC RELATIONS
Definition of Public relations:
Public relations are a strategic communication process that builds mutually beneficial
relationships between organizations and their publics.
Or
The state of the relationship between an organization and the public.
Nature of Public Relations:
Public Relations (PR) is a strategic communication practice aimed at managing and maintaining the image and
reputation of an organization. It involves building relationships with various stakeholders, including the public,
media, customers, investors, and employees. The nature of Public Relations can be understood through the
following key aspects:
1. Two-Way Communication
PR is fundamentally based on two-way communication, meaning it is not just about sending messages but also
about listening to and engaging with stakeholders. Organizations actively seek feedback, opinions, and
concerns from their audience, which helps improve their strategies and build trust. This interactive
communication strengthens relationships and enables organizations to respond effectively to public sentiment.
2. Strategic and Planned
Public Relations is a planned and strategic activity. It requires careful analysis of target audiences, clear
objectives, and a well-structured approach to communication. PR professionals develop campaigns, media
strategies, and content that are aligned with the organization’s overall goals, ensuring that messages are
consistent and impactful.
3. Reputation Management
One of the core functions of PR is to build and protect an organization's reputation. PR professionals work
proactively to create a positive image through media relations, events, sponsorships, and social responsibility
initiatives. They also handle crises by managing information and minimizing potential damage to the
organization's reputation during negative events.
4. Relationship Building
PR is relationship-oriented. The focus is on fostering long-term, mutually beneficial relationships with key
stakeholders, including the public, media, employees, government, and other relevant groups. Building trust
and goodwill is essential for sustaining a positive organizational image and ensuring ongoing success.
5. Influencing Public Opinion
PR plays a vital role in shaping public opinion. Through effective communication strategies, PR helps influence
the perceptions and attitudes of stakeholders towards the organization. This can involve media campaigns,
1
, public speaking, content creation, or social media engagement to align public opinion with the organization’s
goals.
6. Crisis Management
PR professionals are often called upon to manage crises and mitigate the impact of negative events. Crisis
management involves quick response, transparency, and careful communication to control the narrative.
Effective crisis communication can help protect the organization's reputation and reassure stakeholders.
7. Media Relations
A significant aspect of PR is the relationship with the media. PR professionals work to establish and maintain
good relationships with journalists and media outlets. This involves crafting press releases, responding to
inquiries, organizing press conferences, and ensuring that the organization's message is accurately conveyed to
the public through media channels.
8. Ethical and Transparent
Public Relations are rooted in ethical practice. Transparency, honesty, and integrity are fundamental principles
that guide PR activities. PR professionals must ensure that they communicate truthfully and avoid
manipulation, misinformation, or misrepresentation, as these practices can damage both the organization's
reputation and public trust.
Scopes of Public Relations (PR)
Public Relations (PR) is a versatile and dynamic field that covers a wide range of activities aimed at managing
and influencing public perception. The scope of PR is broad, as it encompasses various functions, techniques,
and strategies to build and maintain relationships with different stakeholders. Below are the major scopes or
areas of Public Relations:
1. Media Relations
Media relations are one of the core aspects of Public Relations. It involves building and maintaining
relationships with journalists, reporters, and media outlets to ensure that an organization's message is accurately
conveyed to the public. PR professionals engage in activities such as:
Writing press releases, articles, and media kits
Organizing press conferences and media events
Responding to media inquiries
Pitching stories to journalists
Managing media interviews and appearances
2. Corporate Communications
Corporate communications is focused on internal and external communication within the organization. The goal
is to maintain transparency, enhance reputation, and ensure that employees, shareholders, and other
stakeholders are well-informed about the organization's activities, policies, and goals. Key activities include:
Internal newsletters, bulletins, and emails
Crisis communication planning
2
