Research is the systematic collection & interpretation to increase understanding ( fraiser seitel 1998 ). Research as the controlled, objective & systematic gathering of information for the purpose of describing & understanding ( broom & dozier 1990 ).

PLANNING - the purpose of making something to happen or prevent it.•The best planning would be done within the framework of a long term plan includes strategies for any conveniences occurred.

Communication The science and practice of transmitting information to disseminate or exchange information, signals or messages in any way, as in talking, gesturing or writing.Action The process of doing or acting on something. For instance, if you are not happy with the toll increase then you will write to the Minister Of Transport about your dissatisfaction.

Evaluation is the process which involves assessing the preparation,implementation and results / impact of a public relations program.

5 Element in any Strategic Program:1)Survey employee attitude regularly.2)Be consistent3)Personalize communication4)Be candid5)Be innovative

Support Programs:•Crime prevention•Employment•Environmental programs•Clean-up and beautification•Recycling•Restoration

3 Basic Resources : •The Companies•The Public Large•Consumer Leaders

The requirement:•Be effective.•Be honest accurate and prudent.•Be knowledgeable in specific phase of communication.•Have ability to convince and motivate others.•Have planning skills.

Main Purpose :•To secure goodwill between organization and the ruling government.•New laws or policies by government may give great impact on the organization.

•The Mirror Image•The Current Image•The Wish Image•The Multiple Image•The Corporate Image

•An individual organization•A whole industry•A public interest

•Escalating in intensity.•Falling under close media.•Interfering with normal operations.•Damaging a company's bottom line.

Information about an event, an individual or group, or a product, disseminated through the news media and other channels to attract favorable public notice

1)Newspaper 2)Newsletter 3)Magazines 4)Radio 5)Television

•We need to know how to work with the media. •Knowing how to work with each medium. •Producing content for each medium while keeping in mind their deadlines, their style requirements, their audiences.

•Brown (1986), describes ethics "as a conduct consistent with a set of values that established the criteria by which conduct will be judged". •Seitel (1994), public relations people, in particular, must be ethical. they can't assume that ethic is strictly personal choices without relevance or related methodology for solving moral quandaries. •Ryan and Martinson (1983) said that the public relations practitioner helped by acting as the corporate conscience who consistently argued for actions and policies that are responsive to societal needs.

1)PRINTING PRESSES AND PUBLICATION 1984 •Under this act, no person is allowing to keep or to use a printing press unless he has been granted license by the Minister Of Human Affair. 2)SEDITION ACT 1948 •Any act, speech, words or publication are seditious if they have 'seditious tendency'. •To excite subjects to seek alteration other than by lawful means. •To bring into hatred or contempt the administration of justice in the country. •To raise discontent or disaffection among the subjects. •To promote ill-will and hostility between races or classes. 3)DEFAMATION ACT 1957 Defamation statement is a statement which disparages a person in his office , profession , calling , trade or business . Occur in two form : •Libel - Published or written statement. •Slender - Spoken statement.

1)Convergence of technologies •That are themselves improving in performance almost month-by-month. •Example : the desktop performance computer linked by modem to the internet. 2)Development in tecnology •Exploited more quickly how than in the past and as new technologies have become available,the time for them to be adopted & widely adopted has be shortened. •Example : usage of CD-ROM & the speed of the drives has been increase.

According to Edward L.Bernays

1)Credibility •To gain respect,confidence and trust. •Credibility is difficult to win and easy to lose. •We live in a global village where crediblity is not just a domestic issue. 2)Accountability •Consist of providing substantive vrification for the contributions of public relations. •The future will belong to public relation people who can hold their own in doing research ,buying research and analyzing the resulting data. 3)Responsibilty •When public relation practitioners and management have to demonstrate real knowledge and mastery of the industry or field they represent.

•Professionalism •Generalized specialization •Guts •Ethics •Leadership

1.Able to identify important publics of the organizations.2.Able to identify the need of these public can do fulfill they need.3.Capable to gather facts about potential problems and emerging issue.4.Skill to conduct personal interview, review library materials and do content analysis, do opinion research or hire research firm and know to evaluate research conducted.

1.Able to write and edit press release, speeches, feature articles, product information, brochures etc.2.Can communicate in other languages.

1.Arranging speeches for the CEO.2.Face to face to groups or mass media.3.Coaching executives how to present their speeches.4.Able to present the speech themselves.

1.Know how to design and do layout copy.2.Choose appropriate typography, artwork and photographs for brochures.3.Design web pages.4.Have multimedia knowledge.

1.Skills and knowledge in organizing and managing events (news conferences, open houses, launching etc.)

PR in early years has referred to mostly as using persuasive speech to spread religions, such as Islam & Christianity. The Greeks & Romans used public speech to win support for their policies.

The beginning of American PR is often compared to using publicity & promotion, whether for commercial reasons, fund-raising, or building personalities. Defensive publicity was particularly important in the early twentieth century to counter muckraking journalism.

Increasing pressures on organizations, whether gov or corporate, by various publics including the better informed customer, employee & activist has encouraged PR practitioners to take more managerial approach in executing tasks. Practitioners are more concerned about conducting public opinion polls to identify the support they may have for their employer / client. Strategic planning & knowledge-based counselling of senior management is growing among practitioners.

Using information to create awareness & encourage support for & participation in campaigns become more popular during World War I & II. It was also important to gain independence from colonial masters in many parts of the world. Information was key to development & nation building efforts of newly independence government.

With the rapid growth in communication technologies, development of infrastructure & more consumer-oriented society, PR has become more involved in marketing efforts. There is greater emphasis on promotions & efforts to remain distinctive among competitors. Practitioners help to organize exhibitions & road shows & prepare materials like information pamphlets.

1.Gaining independence.2.Formalizing national status.3.Promoting and maintaining unity among different ethnic groups.4.Promoting government development plans and encouraging participation among them.5.Most activities are conducted through public campaign.

1.To run nation building campaign.2.To conduct press relations works to aid in government effort to build democratic nation.3.To disseminate information about gov policies.4.To promote acceptance of government policies.5.To monitor feedback from general public on government policies.

The first model, reflects PR programs designed for the sole purpose of getting favourable publicity for an organization in the mass media. Often the organization does not reveal complete information in the attempt to control or dominate the environment. It is a common model publicists use to promote celebrities, products, sports or organization leaders.

The second model, was described as one that uses research & theories of persuasion to develop messages that are likely to persuade strategic publics to behave as the organization wants them to. The two-way asymmetrical model achieves its objectives more than the press agentry or public information models since it researches the publics' attitudes.

The third model, describes PR as a function to disseminate information, normally from the organization's perspectives, through controlled organization media & mass media. In this model, PR practitioners were "journalist-in-residence" disseminating relatively truthful information but only that information the organization chooses to release instead of the whole truth.

The fourth model, J. Grunig (1997) suggested this model is the most ethical & effective model, which describes PR programs based on research & which uses two-way communication to manage conflict & improve understanding with strategic publics. It negotiates rather than forces a position between the organization & the concerned public. According to him, this model represents an alternative to the predominant worldview that PR is a way of manipulating publics for the benefit of the organization.

Also known as Additional Models. This model proposed a middle ground between the two-way asymmetrical & symmetrical models, which represents two ends on a continuum. The model implies both organization & publics seek to negotiate outcomes that are most advantageous to both parties in the long term. J. Grunig (1997) said that excellent PR dept. balance attempts to "persuade publics with the asymmetrical model and negotiate with the symmetrical model" (p.265).

This model suggests that practitioners use interpersonal communication to build personal and long term relationship with key individuals of the organization's strategic publics, like the media, gov, political body or among activist groups. For example, Sriramesh (1992) said that practitioners in India "used various techniques like hospitality, giving gifts and brokering of influence, to build lasting friendships" (p.246) His study suggested this model uses one-way communication & its purpose is predominantly "synchronic" or asymmetrical.

1.Support the profit making capabilities of the firm.2.Campaigns should show the company is socially responsible and not purely profit motivated.3.Show the company as being able to adapt and respond to society.

1.Voluntary organization serve social welfare, health and religious.2.Alert the public to the services offered and raise funds to finance those services.

1.Film Department :-Produces film for television.2.Broadcasting Department :-Radio broadcast consist of the national.3.Information Department : -Divided into the press, audio visual and field services division.

1.Range from 1-2 person to arrange more than 1500 people.2.Purpose to counsel and to extent a client wished and perform technical service.

1.Expert prescriber.2.Communication technician.3.Communication facilitator.4.Problem solving process facilitator.5.Acceptant legitimiser.

Mission statement:•They commit the whole organization to accountability and that means visibility communication of some sort.•The attitude expressed provide a framework in which Public Relation can devise it goals and objectives, built it budgets direct its talents, devise its programmes and assess it impact.Strategies to Achieve the Mission:•Collecting and analysis information.•Central source of information.•Communication significant information.•Coordinating activities.

1) Employee•Internal publics•All categories of staff in different department2) Local Community•External publics•Consist of people who live in the vicinity of the organization or neighbors who may live or work close to the factory, plan,airport and railway station.3) Potential Employees•External publics•Who may live in the vicinity of the workplace.Can be relatives of friends of present staff.4) Suppliers & services•External publics•People who supply goods or services to the organization. E.g. suppliers of raw material, components, packaging, transportation.

-Defines that publics can be divided into groups based on their understanding about a problem and how they react to it .-This theory explains when people communicate and when communications aimed at people are most likely to be effective.

The desires, wants, and thinking of the majority of the people or the collective opinion of the people of a society or state on an issue or problem - is called public opinion

i) Communication process in which the communicator seeks to elicit a desired response from his receiver.ii) conscious attempt by one individual to change the attitudes, beliefs, or behavior of individuals through message.