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MCM401 Lecture No 01: Introduction & Brief History

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48 views

MCM401 Lecture No 01: Introduction & Brief History

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bc200200813 JUNAID ARSHAD
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to Public Relations (MCM401)

MCM401
Lecture No 01
Introduction & Brief History

his course is designed to teach and guide the students to know


and learn about Public Relations. In this course we will try to acquaint you
with various aspects and applications in different Public Relations situations
and requirements. Besides teaching you about the introduction and history of
Public relations This will guide students through its role in different modes and
in varied segments. We will also apprise about its importance, explain
different designs and templates of its applications. The major components to
learn will be its skills in modern world, the overall importance and significance
of its practice in normal and crisis situations.

After going through the contents of first lecture, students will be able to know
about Public Relations and its origin as given below:

A. Introduction to Public Relations.


B. History of Public Relations.
C. Meaning of Public Relations.
D. Techniques of Public Relations.

LECTURE OVERVIEW

This lecture introduces the students with the background, meaning and history of
Public Relations. During this we will be discussing the above mentioned three
aspects of Public Relations. We will also briefly try and identify the techniques of
public relations used in the olden days and compare these with modern day
techniques.

INTRODUCTION

In fact the subject of public relations is not new and it has been there and in
practice since time immemorial. Man has always tried and wanted to
communicate to make him understand, e.g. Pictograms ( Chinese characters are
still an example ).1000 of years ago wall paintings in the caves of primitive
people, Writings on tablets of stone, ancient buildings , pyramids, early temples ,
mosques , cave paintings in Zimbabwe bear pictorial messages. Holy Books also
communicate and tell people about faith. So, it will be appropriate to say that
public relations are as new as civilization.

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© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

Let us now first of all try to know and understand about public relations.

MEANING OF PUBLIC RELATIONS

Now a days PR is misunderstood and supposed to try & create a favorable


image or climate of opinion and/or improve a tarnished image. This is not true.
This is only marketing & advertising which is only a segment of PR. PR is about
creating and understanding through knowledge which often involves effective
change. So it means that PR is a form of Communication which applies to any
sort of organization, commercial or non-commercial in the private or public sector.

DEFINITIONS OF PUBLIC RELATIONS

The universally accepted definition of public relations as per Edward Burneys


popularly known as the Father of PR is that :

• “It is a planned & sustained effort to establish and maintain mutual


understanding between an organization & its publics.

• ”However, Quentin Bell, another PR consultant thought the word


persuasion would be better than mutual understanding.

• Some PR professionals also described PR as a “phenomenon &


necessity of our times.”

Yet there is a very simple and different definition for easy comprehension of
Public Relations.

SIMPLE DEFINITION

For better understanding if we take the two initials of the word Public Relations
i.e. P and R then we define “P” for Performance for Public and “R” for Result as
against Relations.

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© Copyright Virtual University of Pakistan
Introduction to Public Relations (MCM401)

DIFFERENT TECHNIQUES OF PR

In the olden days for PR purposes people used Pictograms ( Chinese characters
are still an example. ) , 1000 of years ago Wall Paintings in the caves about
primitive people , Writings on Tablets of stone, Ancient Buildings e.g. pyramids ,
early temples & mosques ,cave paintings in Zimbabwe bear pictorial messages.
Holy Books communicated and told people about faith. while these days bill
boards, hand outs, print and electronic Media, sponsorships , free sampling,
corporate identity practices , audio and video mediums , conferences , seminars
Special Offers , etc. are few of the visible PR techniques used to achieve defined
objectives.

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© Copyright Virtual University of Pakistan

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