PUBLIC RELATIONS Mrs. B.S.Shali M.Sc (N) Asst. Professor, Pediatric Nursing Department, Annammal College Of Nursing, Kuzhithurai.

Introduction: The awareness creation is integral to social and economic development. The power of communication to liberate the minds and potential of people to critical awareness are real in every field, linked to human development

Meaning: Public – concerning the people as a whole. Relations – an emotional association between two people. The professional maintaince of a favorable public image by a company.

Definition Public relations is management function of a containing and planned character through which public and private organization and institutions, seeks to win and retain the understanding sympathy and support of those with whom they are or may be concerned, by evaluating public opinion. (International Public Relations Associations, 1960)

Needs for Public Relations: Good public relations have come to be regarded as an important attribute of the present day leadership and its significance can hardly be overstressed. Some of the important factors that have contributed to this importance may be stated as follows.

Vast Increase In Government Functions: The modern welfare state with the philosophy of looking after the citizens from the cradle to the grave is rendering innumerable services to the public. The public has to be made aware of the various facilities offered to it by the government. This more informational aspect of public relations is assuming vast proportions

Urgent Attention Paid To Public And Private Inquiry: The government is under a constant pressure to define itself against public criticism. The public is highly sensitive to defend against public authorities while turning a deaf ear to worse iniquities of private organizations. E.g. life insurance cooperation

The Civil Servant Today Occupies A Changed Role: It is not enough for a carrier official to implement policies; he has to explain government policies to the people and build up popular support for them. To use an ‘American phase, he has to ‘sell’ policies and programmes of his agency

Aspects of Public Relations: Ascertaining Public Needs And Values of The Community : The first important step in public relations is to understand the community. Every community is different and there are differences between each local community in the same country in terms of their work, culture and living standards, family life, social structure, population structure and attitudes

Discussion With The People: Discussion can be both formal and informal. The informal discussions with people in the markets and common places will throw light as to what concerns people most.

Study Of Newspapers, Magazines and to Their Published Literature: A public relations department needs to study the published material, wherein people express their needs and mention their needs and dislikes. This is a rich source of information.

Complaint and Suggestion Boxes: Most of the departments have installed complaint and suggestion boxes. The analysis of complaints and suggestion can helps the organization in understanding the needs of the people

Surveys A well designed survey opinion poll or census helps us to know the reactions of the people about organizations. The understanding of the people is vital for public relations to be effective. People are the true measure of the success of polices and programmes

2. Informing People and Community: A good public relations exercise would provide the information in a way as to generate community’s conviction about the efficacy and usefulness of the services. It would also lead to community’s clear understanding of its participation and contribution

3. Satisfactory Climate: For any public relations campaign, to be effective it is important to create an environment of good will based on equity. People must be given their due status and must be taken into confidence based on trust.

4.Advising People: The government should be able to advise people to act in such a way as to be beneficial to them and to the government. The advice to be effective should be preceded by extensive planning of the public relations strategies to be followed.

Tools and Techniques of Public Relations These can be no exhaustive lost of tools, instrumentalities and techniques of maintaining good public relations. Time, place and person always make a difference; among the normal tools may be listed publicity, adverting personal contact, public speech and direct mail.

ISSUES AND RECOMMENDATIONS Public relations are quite effective in the private sect rut the government sector needs improvements to serve its goals. Let us discuss some of the problems and suggest remedies. 1. Audience Segmentation: Population differs in different areas in terms of their knowledge, values and attitudes. It is that important for the government to understand these variations and divide the population into homogenous units through segmentation and direct its public relation activities according to be productive and useful.

2. Impartiality and Scientific Attitude: Politicians must resist the temptations to use information services for party and tendency to acquiesce to the demands of their political masters and be constantly vigilant of the limitations that should be imposed on their role

3. Develop Public Relations Materials For Rural Populations Urban – Slums And Background Areas. Most of the formal pubic relations aim at influencing the public opinion of urban population. It is quite discouraging that 75% of the population living in villages and other background areas.

4. Develop Indigenous Models: Most of the research in public relations is elementary and urban – based and has been adopted fro foreign models. It is suggested that indigenous models, may be developed country like India

Conclusion; Public relations programme needs to be fair, true, honest, open, and authoritative and response. Administration not only has to be good but has also to be felt to be good, by the people affected. The administrator cannot carry out everybody’s will, but he must give the broad impressions that he is functioning in accordance with the public will.

THANK YOU