What is PR? and how to best manage PR for maximum benefits?

1. The PR Magic
Presented by:
Hasan Zuberi
Chief Executive
Momentum PR &
Corporate Communications
-- www.mpr.com.pk --

2. Profile: Hasan Zuberi
• Qualification: MBA (Marketing)
• Experience: 15+ years (in PK, SG, ID & UAE)
• Associations: Marketing360, MEPRA, IPRA, MAP
• Worked with:
• Handle/d:

3. What is PR ? (participants perception)
Perhaps … …

4. What is PR ? (definition)
“Any activity that promotes a positive image, fosters goodwill, or
increases sales.”
In the words of
Public Relations Society of America
“Public Relations helps an organization and its policies adapt
mutually to each other.”
Dictionary defines it as
“The art or science of establishing and promoting a favorable
relationship with the public.”

5. What is PR ? (definition)
 Activities that support public recognition and respect
 Describes the relationship between organization and
public
 Tool to influence public opinion favorably
 Protects image in a moment of crisis
 Integral part of advocacy

6. How it all started? (History)
“ The history of PR is … a history of battle for what is reality and
how people will see and understand reality”
Stewart Ewen – author of PR: A Social History of spin
Ancient Rome: vox populi, vox Dei- “voice of people
is the voice of God”, and res publicae “public affairs”
(republic)
Caesar published a daily paper called Acta Diurna
“daily acts/records”, that continued for 400 years
The word propaganda originated in the Catholic Church … In 17th
Century, it setup its “Congregation de propaganda Fide” – “the
congregation for propagating the faith”

7. How it all started? (History)
PR historians say the first PR firm, the Publicity Bureau
was established in 1900 by a group of newspapermen,
with Harvard University as its first client.
The term “Public Relations” was given
by Edward Bernays after the World War
One
Ivy Lee, developed the modern
news release (or press release)

8. Public Relations versus Advertising
 You get others to talk about you  You say things about yourself
 Unpaid (free publicity)  Paid (Advertisement Space)
 No control over the media Tight control as paid
 Limited creativity  Full creativity exercise

9. Tools of Public Relations
1. PRESS RELEASES: One page detail, what is new, different or exciting. Makes
easy for journalists to understand – most newsworthy information that can
persuade key media contacts to write story with a favorable mention.
2. PRESS / MEDIA KIT: includes press release, backgrounder, business card, in an
eye-catching folder. The folder may also include photograph, product
information sheets, biography, financial data and a list of questions you’re
prepared to answer (a.k.a. Cheat sheet for Radio & TV hosts)
3. NEWSLETTERS: provide short articles and practical information that is of the
interest of the target audience.
4. TIP SHEETS: is a page of advice or information that helps the customers.
5. BYLINED ARTICLES: The advantages of writing articles about your area of
expertise and persuading the editors to publish your submissions are two-fold.
You can advance your agenda while arranging for your name, contacts,
website and a few sentences about your business to appear at the end of
the piece

10. Tools of Public Relations
6. LETTERS TO THE EDITORS: an ideal approach to get your words across and to
the targeted and selected audience. It can also be used to defuse crisis
situation by planting positive opinion by renowned personalities.
7. CELEBRITY ENDORESMENTS: Let the celebrities convey your message to the
public. The celebrity to be used should be relevant and should have large-
following in the respective area.
8. LOBBYING: includes initiating and/or engaging the right contacts at the right
time to influence the decision-makers positively. Usually done with
Government & law-making bodies..
9. ONLINE OUTREACH: Smart, media-savvy entrepreneurs use chat rooms,
company websites, web-logs, social networking websites and other internet-
based tools to launch awareness building campaigns of their companies.
10. SPECIAL EVENTS: includes Fundraisers, contests, public celebrations of your
company milestones such as Anniversary, book signings and client parties.
11. SPEECHES & INTERVIEWS: Deliver a speech on your business to community
groups, local schools or non-profit agencies. Engaging in business related
interviews and opinion discussions builds the credibility.

11. PR Outlet #1 – Print Media
• Newspapers
• Magazines
•Journals (Subject specific)
• Newsletters
• Books
• Wire Services
News Release – Articles – Reviews – Interviews – Photo Coverage – Writeups

12. PRMedia Management Broadcast Media
Outlet #2 – (Broadcast)
• AM
• Regional
• FM
•News
•Music
•Entertainment
Audio Releases – Live Coverage – Telethons – Interviews – Branded Shows

13. PR Outlet #3 – Electronic Media
• News
• Entertainment
• Religion
• Music
• Regional Language
• Food, Health, Sports
Video Releases – Live Coverage – Telethons – Interviews – Branded Shows

14. PR Outlet #4 –Online Social Media
Online Social media is a direct-to person
approach that allows audiences to drive the
communication with-in their communities.
News Release – Articles – Reviews – Interviews – Photo Coverage – Write-ups

15. What statistics tells us?
FACT: Just in ASIA
the internet users
comprises of 41.2 %
of the total world
FACT: More than
10% of Pakistanis are
active online and
makes 2.7 % of the
Asian online
population

16. What statistics tells us?
FACT: Pakistan ranks 5th on
Orkut with almost 7% users
and on FaceBook it also
FACT: Pakistan ranks 8th in the top
have penetration of upto
Asian Internet countries with 17.5
8% from 200,000,000 users
million users
worldwide

17. PR Outlet #4 – Online / Web Media
and of course … Website
Information – News & Events – Photo Gallery – Wife’s picture– Speeches

18. THANK YOU
Questions & Answers
0345 213 00 77
hasan@mpr.com.pk