Internal
and External Public of Public Relations
Contents
Introduction
1. Internal Public of Public
Relations
1.1
Shareholders/owners/investors relations
1.2 Employees Relations
1.3 Suppliers Relations
1.4 Distributors/Dealers/Retailers Relations
1.5 Other Associate Relations
What should Internal
Public of Public Relations do?
2. External Public of Public
Relations
2.1 Consumer/Customer
2.2 Community Relations
2.3 Media Relations
2.4 Government Relations
2.5 Relationship with
Financial Institutions
2.6 Relations with Action
Group
2.7 Relationship with General
Public
What should External
Public of Public Relations do?
Summary
Conclusion
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Introduction
A
saying goes “Don’t cry over the spilt milk”. Prevention is better than cure.
Public relations is a professional field to keep the image of a person, company
or corporations. Public Relations is the
state of the relationship between a company or other organization or a famous
person and the public. Public relations professionals work to build long-term
relationships among individuals and institutions. Ex. Relationship of
Rahul Gandhi with the youth.
First
of all let us understand the meaning of the concept Public: Publics are the interested audiences that are
important in some way to an organization including current and potential
customers, current and potential employees and management, investors, vendors
and suppliers, media, government, and opinion leaders. They can be internal
within an organization or external from an organization.
1. Internal Public of Public Relations
An
idiom goes “Charity begins at home”. If we want any good things to happen there
should be change first from within. Understanding oneself or within is the
basis of all transformation. It is in this context that internal public of
public relations comes in. Internal publics are people employed by a firm or members
of an organization and they are intimately related with the functioning of the
organisation. Internal public relations is a special PR discipline which
concentrates on enhancing companies relationships with the employees by
facilitating good communication among the management and the employees,
boosting their morale and giving them the right information at the right time.
Many
corporate wizards like Hindustan Lever, Telco, Air India, Standard Chartered
Bank, etc. suffered setback due to noncooperation of its internal publics. In
case of Hindustan Lever, its employees’ union during their agitation called a
press conference and exposed various anti-customer practices of the company. In
Telco, after the agitation which was followed by strike and lockout during
which many people lost their lives in the police firing, the company launched
massive corporate image building advertisements in newspapers and on
television, based on team work among its employees, but it failed to achieve
it’s purpose. Whether it is employees of the company or its suppliers or
shareholders, each one of them has special affinity and attachment with the
company.
Internal Public of Public Relations
includes Shareholders or Investors, Employees, Suppliers, Distributors,
Retailers/ Dealers and Other business associations
1.1
Shareholders/owners/investors relations
Shareholder is the
legal owner of the company. He provides finances to the company either as
shareholder or as a long-term or short-term creditor. They are entitled to
dividend, rights shares, bonus shares, discount coupons for purchase of
companies’ products or concessional usage of its services and gifts on special occasions
like annual conference, anniversary or celebration. Shareholders deserve fair
treatment, get statutory information, transfer of shares to them, information
on change of address or non-receipt of dividend. However we see that most of
the time the Company’s PR function seems to be performed only in rebuttal or
quick requital after the complaint appears in newspapers.
1.2
Employess Relations
Employees are the hands
and feet of the company. It is through them that the company fulfils its
objectives. It needs their cooperation and understanding on a continuous basis
in all its activities including the public relations activities. The principle
of self-respect, self-determination and self judgment are to be applied when
dealing with employees. If the company is able to communicate well with the
employees and seek their participation and cooperation, they can act as the
best public relations agents of the company while dealing with their friends,
relations, neighbours, and business associates. The leadership and management
styles of our executives, their values, attitudinal profile, all have undergo a
sea-change in order to effectively deal with the situation.
1.3
Suppliers Relations
Suppliers are the
business associates of the company who provide all types of raw material for
the business activities of the company. Suppliers have a direct and crucial
role in the functioning and profitability of the company. They have to supply
the right quality and quantity of materials for the company. Suppliers need the
company and the company need the suppliers. When the good gestures of supplier
to the company are not responded with an equally good gesture relationship get
strained. (Non-payment or delay of supplier’s bill, high amount of rejection or
raw materials, rude treatment). A good company cannot be happy it its suppliers
are not happy because they are its business associates and they also have to
make profit.
Ex. Automobiles co.
Like Maruti Udyog, Telco, Eitcher etc. depend heavily on their suppliers.
1.4
Distributors/Dealers/Retailers Relations
“Distributors are the
face of the company”. They are the link between the company and its dealers. The
success of the business of a company heavily depends on the performance of the
distributors/ dealers, more so in Indian economy where the knowledge of the
consumer about the company and its product is relatively poor. Retailer/Distributers/
Traders are the friend, philosopher, and guide of the customers or clients. In
order to build up the company relationship Internal PR needs to announce the
various schemes available for them like prizes, discount, and provide them
alternatives both monetary and non-monetary benefits.
1.5
Other Associate Relations
It comprises of
promoters, Management consultants, lawyers, solicitors, auditors, friends and
family members of the directors of the company and the advisers of the company.
These people may not be forefront of the company but their role and influence
on the working of the company cannot be undermined under any circumstances. Company
needs to show care and give them due recognition for their work and support. Copies
of company publications, annual reports, new issues, preferential issues etc.,
should be regularly sent to them to give them special feeling that they matter
to the company and they are eligible for these privileges. Congratulatory
letters on their birthdays, marriage anniversary, and special achievement is a
good gesture.
What
should Internal Public of Public Relations do?
They should Share key messages
with all the members. Give recognition to people during birthday or when they
receive award. Internal Publics professionals keep the image of the company fly
high. Internal Publics of an organisation looks into the goodwill of its
collaborators and maintain good relations. They take corrective actions when problems
arise within the company.
2. External Public of Public Relations
External
publics are people and organizations that are clients
doing business with a firm or agency or company.
Ex. Coalgate
scam-company influence the politicians and politicians allocates nation's coal
deposits to them
The subject matter of External
Publics is that it concentrates on issues pertaining the values, policies,
procedures and attitude of the company towards various groups of people in
society. No company or organisation can survive and flourish and survive
without the active support and cooperation of publics.
External
Publics of Public Relations includes Consumers/Customers, Community, Mass
Media, Government, Financial Institutions, Action Groups and General Publics
2.1
Consumer/Customer
Customer
is the centre of today’s business activity. A consumer is a person who
purchases goods and services for personal use. An External PR needs to educate
the audience pertaining the product or about the organisation and then get the
suggestions of the audience. Present era of management belongs to marketing
where every happening in the company revolves around the customer. Mahatma
Gandhi , the father our nation, a very
simplistic man in his lifestyle and who does not involve much in business yet
understood the important of customers deeply. He said, “A customer or consumer
is not a means of business, but he is the purpose of business. He is not an
intruder on our premises, he is our quest. He is the last inspector of our
quality and he is always right”. Customer education, Market research, public
opinion polls, customer satisfaction level, after sales services and constant
relations is a must for company to public.
Ex. Customer meets,
free servicing by Usha Sewing machine, Godrej typewriters
2.2
Community Relations
Looking after and
protecting the interest of the community is the essence of community relations.
Community represents that public which stays in the close vicinity of the
company, its office, plants and godown, warehouse etc. Therefore it becomes a
social and moral obligation of the industry to compensate community for these
losses by making its humble contribution. In gratitude to public companies need
to provide various types of services like education service, sewage and
sanitation facilities, employment facilities and health services and others. Participation in
community’s social and cultural functions, making generous contribution towards
its success by giving donation and infrastructural support leads to goodwill
and longer lasting relations between the company and its community.
2.3
Media Relations
Mass media gives mass
exposure to company’s activity. It includes Print Media and Electronic Media.
With the improvement in transportation system, technology and increase in the
literacy rate, newspapers, magazines, story books, comics, weekly newspapers,
Radio, TV, and Internet are becoming more and more popular. The wining, dining,
or gifting image of public relations practitioners is greatly due to how they
interact with media. Mass media have always remain a very strong source of
voicing opinion, building propaganda and influencing masses.
2.4
Government Relations
In a country like
India, all major institutions for control of trade, business and industry are
with the government. The purpose of the relationship with government seems to
be disappearing because of vested interest of Individual or corporate. From the point of view of public relations
government and its machinery can be divided into two categories depending on
their characteristics. i.e. politicians and bureaucrats. The public relation
professionals have to ensure that without hurting the feelings of either of
them and equally balancing their relationship with them, they have to pursue
the objectives of their company, department and the profession.
Ex. Sugar and cement
industry as a whole make substantial donations to political parties to seek
favours after elections
2.5
Relationship with Financial Institutions
“Finance is the life
blood of business”. Financial institutions have very important role in all
commercial transactions of the company, commencement of business, its expansion
and growth and even in retardation. Visit
site and plant of the company, giving details of their projects, technical and
financial collaboration and market projection helps the financial institutions
to understand the company’s plan better and thus gain more confidence. Timely
submission of progress reports, payment of principal and interest amount and
keeping financial institution abreast with the latest relevant information
further helps the company to strengthen its credibility and goodwill with
financial institution.
2.6
Relations with Action Group
Action Group is a group
of people that work together to try to achieve changes relating to a particular
situation or in order to help a particular group of people. The enactment of
Consumer Protection Act, 1986, and the framing of the rules in 1987 have been a
major milestone in the role of Action group.
It is small in number but very high in terms of their potential in
building or exposing malpractices or inflict setback to the image and
reputation of the company. They have high ego and esteem profile because of
power, credibility and ability to influence masses. Relationship with them
could be build up by regular dialogue, include them in the PR list and
appreciate them.
Ex. Tarun Tejpal ruin
the image of Tehelka
2.7
Relationship with General Public
General public is the
ultimate judge of all the activities of the company, based on which it will
survive or die. They are the largest of all the external publics of a company
and probably the most tolerant of all the public’s. Interaction with general
public is through Radio, Television, exhibitions, banners, hoardings, leaflets
etc. is very important because they are the ones who will buy the product of
the company. Companies need to show interest on social issues such as
illiteracy, environment protection, pollution control to improve the quality of
life of public and not just their ‘Product or Brand’ Most of the consumer goods companies whether
it is Parle Beverages Ltd., or Cadbury India Ltd., have suffered massive
setbacks whenever they got involved in some controversies.
What
should External Public of Public Relations do?
External publics need
to determine target outlets. Consider what local newspapers, Web sites,
newsletters, radio stations, cable outlets and television stations provide news
in your community. Make a list of these top outlets and find contact information
(usually available on their Web site) for each one. Build relationships, Prepare PR tools like
fact sheet of the organisation or company, its background and its plans for the
year. Enjoy news release success, Evaluates the and consider your audience.
Summary
The internal publics of
an organisation are part of that core group which has very intimate
relationship and a stake in the company. Company need to win their loyalty,
confidence, trust them and provide them facilities. Lukewarm attitude to them
exposes the company to high risk. They include Shareholders or Investors,
Employees, Suppliers, Distributors, Retailers/ Dealers, Other business
associations. The external publics of a company consist of its External Publics of Public Relations includes
Consumers/Customers, Community, Mass Media, Government, Financial Institutions,
Action Groups and General Publics. It is the image and credibility that it
enjoys in the minds of external publics which makes an organisation successful.
Conclusion
The public relations
activities of the company are confined to its internal and external publics. If
internal publics respect the company and hold it in high esteem, directly and
indirectly, they create a favourable environment for the company to approach external
publics. Communication with external publics is the lifeline of the
organisation as it gives identity, image, reputation and credibility and based
on which a company will get their support. Good internal and external public
relations are like the blood in the human body. As long as it circulates, the
man is hale and hearty and the moment it stops it causes to human life like
heart attack, cancer, stroke and so on. Companies have to design specific and
special communication channels with each group of publics to enjoy their
continued support and patronage.
