NTA NET Notes

NTA UGC NET MCJ Unit 5: Public Relations and Corporate Communication

NTA UGC NET Mass Communication and Journalism Paper II Unit 5 complete notes on public relations, corporate communication, PR tools, media relations, crisis communication, PR ethics, international PR, communication audit and PYQ-mapped revision areas.

NTA UGC NET MCJ Unit 5: Public Relations and Corporate Communication

NTA UGC NET Mass Communication and Journalism – Paper II

Subject Code 63 | Unit 5: Public Relations and Corporate Communication

Unit 5 Complete Notes: Public Relations and Corporate Communication

Exam Focus: This complete Unit 5 page covers public relations, corporate communication, PR structure in government, public, private and NGO sectors, PR tools and techniques, media relations, publicity, propaganda, corporate image, stakeholder communication, crisis communication, PR ethics, international public relations and communication audit.

1. Unit 5 at a Glance

Syllabus Area What to Prepare PYQ Importance
PR and corporate communication Definition, concept, scope, public opinion, reputation, goodwill and relationship management. Direct concept and matching questions.
Structure of PR PR in government, public sector, private sector and non-government sectors. Application-based and sector-specific questions.
Tools and techniques Press release, press conference, house journal, newsletter, clipsheet, events, publicity and media relations. Repeated PYQ area.
Corporate communication Corporate image, identity, reputation, stakeholder communication, CSR and internal communication. Conceptual and practical question area.
Crisis communication Crisis planning, crisis response, spokesperson, media handling and image recovery. Important for assertion-reason and applied questions.
PR ethics Code of Athens, transparency, truth, fairness, public interest and professional responsibility. PYQs on Code of Athens and PR professional ethics.
International PR and audit Public diplomacy, international PR, communication audit and PR evaluation. Passage and direct factual questions.

2. Infographic Flow: Public Relations Process

Research→ Planning→ Communication→ Action→ Evaluation
Memory clue: Public relations is not only publicity. It is a planned relationship-building process based on research, communication and evaluation.

3. Meaning and Definition of Public Relations

Public relations is a planned and sustained communication process used by an organisation to create mutual understanding, goodwill, trust and positive relationships with its publics. It deals with reputation, public opinion, stakeholder engagement and organisational image.

PR Feature Meaning
Planned communication PR is not accidental; it is strategically planned.
Mutual understanding PR attempts to build understanding between organisation and publics.
Goodwill PR builds positive attitude and trust.
Public opinion PR monitors and responds to how publics think and feel.
Relationship management Modern PR focuses on long-term relationships with stakeholders.

4. Public Relations vs Publicity vs Propaganda vs Advertising

Concept Meaning Key Difference
Public Relations Strategic relationship-building with publics. Long-term, two-way, reputation-oriented.
Publicity Getting public/media attention for a person, issue or organisation. Often media visibility-focused; may be unpaid.
Advertising Paid persuasive communication by an identified sponsor. Paid space/time; controlled message.
Propaganda One-sided persuasive communication intended to shape beliefs or action. May use manipulation or selective information.
Corporate communication Integrated communication of an organisation with internal and external stakeholders. Broader organisational communication and reputation management.
PYQ Link: November 2017 Paper III asked that in the commercial world, Public Relations and Advertising are associated with marketing. September 2016 Paper III asked black propaganda; the key area is attribution to a false source.

5. Evolution of Public Relations

Public relations evolved from press agentry and publicity into a professional function involving research, stakeholder relations, corporate reputation, two-way communication and strategic management.

Stage Key Idea
Press agentry Publicity-seeking, event promotion and media attention.
Public information Providing accurate information to the public and media.
Two-way asymmetric Uses research for persuasion, often in favour of the organisation.
Two-way symmetric Balanced dialogue and mutual understanding between organisation and publics.
Strategic PR PR as a management function linked with reputation and stakeholder relationships.
PYQ Links: June 2013 Paper III asked that the PR profession evolved from press agentry. June 2012 Paper III asked the main purpose of the asymmetric two-way model of PR; the answer area is scientific persuasion.

6. Major PR Scholars and Contributors

Scholar / Figure Contribution Exam Use
Ivy Lee Known for early public information approach and declaration of principles. Often linked with truthful information and modern PR beginnings.
Edward Bernays Associated with public opinion, persuasion and engineering of consent. Important PR history name.
Grunig and Hunt Four models of public relations. Press agentry, public information, two-way asymmetric and two-way symmetric models.
Cutlip, Center and Broom PR process and management approach. Research-listening and PR process questions.
Lang and Lang Public opinion formation model. Asked in public opinion context.
Sam Black PR and corporate communication-related writing. Useful as a PR author reference.

7. Four Models of Public Relations

Model Nature Purpose
Press Agentry / Publicity One-way, publicity-focused. Attention and promotion.
Public Information One-way, information-focused. Dissemination of truthful information.
Two-way Asymmetric Two-way but imbalanced. Scientific persuasion and attitude change for organisation benefit.
Two-way Symmetric Two-way and balanced. Mutual understanding and negotiation.

8. Publics and Stakeholders

In PR, publics are groups of people who affect or are affected by an organisation. Stakeholders are individuals or groups with interest, influence or stake in the organisation.

Public / Stakeholder Communication Need
Employees Internal communication, motivation, trust and organisational culture.
Customers Product/service information, feedback, trust and relationship.
Media Press releases, briefings, interviews and verified information.
Government Policy communication, compliance and public affairs.
Investors Financial communication, performance and corporate transparency.
Community CSR, local issues, environment and public goodwill.
NGOs / civil society Advocacy, collaboration, social issues and accountability.

9. Structure of PR in Different Sectors

Sector PR Structure / Focus Example Work
Government PR Public information, development campaigns, welfare schemes and crisis communication. Health campaigns, disaster alerts, policy announcements.
Public sector PR Public accountability, service image, stakeholder communication and community relations. PSU image building and citizen communication.
Private sector PR Brand reputation, corporate image, investor relations, media relations and crisis response. Product recall, corporate launch, brand reputation campaign.
NGO PR Advocacy, fundraising, community mobilisation and social campaign communication. Rights campaign, awareness drive, donor communication.
International PR Communication across cultures, nations, institutions and global publics. Public diplomacy, global campaigns, international organisation communication.

10. Tools and Techniques of PR

Tool / Technique Use
Press release Written information sent to media for possible publication.
Press conference Formal media meeting to announce or explain important information.
Press briefing Short and focused information session for journalists.
Media kit Package of background information, release, photos, factsheets and contact details.
House journal Organisation publication for employees or stakeholders.
Newsletter Periodic update for internal or external publics.
Clipsheet Collection of publicity stories or media coverage clips.
Event Launch, exhibition, seminar, CSR event or stakeholder meeting.
Website and social media Direct communication, updates, engagement and crisis response.
Lobbying Persuasive communication with policy makers or decision makers.
PYQ Link: September 2016 Paper III asked what a clipsheet normally contains. The answer area is publicity stories.

11. Media Relations

Media relations is the PR function that builds and maintains professional relationships with journalists, editors and media organisations. It helps ensure accurate, timely and credible communication.

Good Media Relations Poor Media Relations
Provides accurate and timely information. Hides or manipulates important facts.
Respects journalists’ deadlines. Sends irrelevant or vague material.
Gives access to authorised spokespersons. Uses evasive or contradictory responses.
Maintains trust before, during and after crisis. Responds only when negative coverage appears.

12. Corporate Communication

Corporate communication is the integrated management of all internal and external communication of an organisation. It builds corporate image, identity, reputation and stakeholder trust.

Corporate Communication Area Meaning
Corporate identity How the organisation presents itself through name, logo, design, behaviour and communication.
Corporate image How publics perceive the organisation.
Corporate reputation Long-term evaluation of organisational credibility and trust.
Internal communication Communication with employees and internal publics.
External communication Communication with customers, media, government, investors and society.
CSR communication Communication about social responsibility and community engagement.
PYQ Link: December 2012 Paper III asked what corporate public relations deals with. The answer area is the whole organisation.

13. Corporate Social Responsibility and PR

CSR communication explains an organisation’s social, environmental and community responsibility. Good CSR communication should be truthful, transparent and connected to real action rather than image-only publicity.

PYQ Link: June 2012 Paper III asked the notion behind “enlightened self-interest.” The answer area is corporate social responsibility.

14. Crisis Communication

Crisis communication is the communication used before, during and after a crisis to protect life, reduce confusion, maintain trust and restore organisational reputation.

Pre-crisis Planning→ Immediate Response→ Media Handling→ Corrective Action→ Recovery
Crisis Stage Communication Task
Pre-crisis Risk assessment, crisis team, spokesperson training and message templates.
During crisis Fast, accurate and empathetic communication.
Media response Briefings, statements, fact sheets and regular updates.
Stakeholder response Communication with employees, customers, regulators and community.
Post-crisis Evaluation, corrective action, apology if needed and reputation rebuilding.
PYQ Link: December 2012 Paper III asked identification and analysis of a situation/problem and offering solutions to achieve organisational objectives. The answer area is crisis management.

15. Crisis Communication Principles

Principle Meaning
Be quick Delay creates rumours and distrust.
Be accurate Wrong information worsens the crisis.
Be consistent All spokespersons should communicate the same facts.
Be empathetic Show concern for affected people.
Be transparent Acknowledge what is known, unknown and being done.
Take corrective action Communication must be supported by real action.

16. Ethics of Public Relations

PR ethics deals with truthful communication, transparency, fairness, public interest, respect for media independence and avoidance of manipulation.

Ethical Principle Meaning
Truthfulness Do not knowingly spread false information.
Transparency Disclose identity, intent and organisational interest.
Public interest Balance organisational interest with social responsibility.
Confidentiality Protect confidential information responsibly.
Accountability Accept responsibility for communication consequences.
Respect for media Avoid bribery, paid news and manipulation of journalists.
PYQ Links: December 2010 Paper II asked where the international code of ethics for Public Relations was adopted in 1965. The answer area is Athens. June 2013 Paper III asked the Code of Athens source; the answer area is UN Declaration of Human Rights. December 2013 Paper III asked an assertion-reason item on PR profession and the Code of Athens.

17. International Public Relations and Public Diplomacy

International public relations deals with communication across national, cultural and political boundaries. It includes public diplomacy, global corporate reputation, international campaigns and intercultural stakeholder communication.

Concept Meaning
International PR PR across countries and cultures.
Public diplomacy Communication by governments or states to influence foreign publics.
Nation branding Managing a country’s image in the global arena.
Intercultural communication Communication across different cultural backgrounds.
Global reputation How an organisation or country is perceived internationally.
PYQ Links: June 2014 Paper III included a passage on public diplomacy, CNN effect, humanitarian crisis and state rebranding. November 2017 Paper III asked where the First World Assembly of Public Relations Associations was held; the answer area is Mexico City.

18. Communication Audit

Communication audit is a systematic evaluation of an organisation’s communication system, channels, messages, image and effectiveness. It helps identify communication gaps and improve strategy.

Audit Area What It Checks
Internal communication Employee communication, channels, feedback and organisational climate.
External communication Media relations, public communication, customer communication and stakeholder response.
Corporate image Public perception of the organisation.
Message consistency Whether communication is clear and aligned.
Channel effectiveness Whether selected media/channels reach target publics.
PYQ Link: December 2014 Paper III asked when studies are used to measure a company’s position. The answer area is communication audit.

19. PR Evaluation

Evaluation Level Example Indicator
Output Press releases sent, events held, posts published.
Outtake Audience awareness, understanding and recall.
Outcome Attitude change, behaviour change, improved relationship.
Impact Long-term reputation, trust and organisational performance.
Media monitoring Coverage quantity, tone, reach and message accuracy.

20. PR Organisations, Awards and Codes

Term Exam Use
PRSI Public Relations Society of India.
PRCI Public Relations Council of India; linked with Chanakya Awards in PYQ.
PRSA Public Relations Society of America.
IPRA International Public Relations Association.
Code of Athens International PR ethics code adopted in Athens in 1965.
World Assembly of PR Associations First World Assembly linked with Mexico City in PYQ.
FleishmanHillard International public relations agency.
PYQ Links: June 2013 Paper III asked Chanakya Awards; answer area is PRCI. September 2016 Paper III asked FleishmanHillard; answer area is Public Relations.

21. PYQ Mapping Table

PYQ Source Question Area What to Revise
June 2012 Paper III Two-way asymmetric PR model Main purpose: scientific persuasion.
June 2012 Paper III CSR “Enlightened self-interest” as the notion behind corporate social responsibility.
June 2013 Paper III Evolution of PR Public relations profession evolved from press agentry.
June 2013 Paper III PR awards and ethics Chanakya Awards and Code of Athens source.
December 2010 Paper II International PR ethics Code of ethics for PR adopted at Athens conference in 1965.
December 2013 Paper III Code of Athens PR profession and practical limitations of ethical codes.
December 2012 Paper III Crisis management Identification and analysis of situation/problem and offering solution.
December 2012 Paper III Corporate PR Corporate public relations deals with the whole organisation.
December 2014 Paper III Communication audit Studies used to measure a company’s position.
June 2014 Paper III Public diplomacy CNN effect, humanitarian crisis and state rebranding in global politics.
November 2017 Paper III PR and marketing Public Relations and Advertising associated with marketing in commercial world.
November 2017 Paper III World PR associations First World Assembly of Public Relations Associations held in Mexico City.
September 2016 Paper III PR agency and clipsheet FleishmanHillard as PR agency; clipsheet contains publicity stories.
September 2016 Paper III Propaganda Black propaganda credited to a false source.
July 2018 Paper II PR process Cutlip, Center and Broom PR process sequence beginning with research-listening.
September 2013 Paper II Digital PR / online publics World Wide Web as an engine of public relations; third sector reaching publics using media.

22. Frequently Repeated PYQ Areas

Area 1: Grunig and Hunt PR models, especially two-way asymmetric and scientific persuasion.
Area 2: PR evolution from press agentry.
Area 3: Code of Athens, PR ethics and international PR codes.
Area 4: PR tools – clipsheet, press release, press conference, media kit and house journal.
Area 5: Corporate PR, corporate communication and the whole organisation.
Area 6: Crisis management and communication audit.
Area 7: Public diplomacy, international PR and global image.
Area 8: PR organisations, PRCI, PRSA, IPRA, Mexico City and FleishmanHillard.

23. Quick Revision Sheet

Term One-line Revision
Public Relations Planned communication for mutual understanding, goodwill and reputation.
Corporate Communication Integrated organisational communication with internal and external stakeholders.
Publics Groups that affect or are affected by an organisation.
Stakeholders People or groups with interest or stake in the organisation.
Press Agentry Early publicity-oriented form of PR.
Two-way Asymmetric Scientific persuasion.
Two-way Symmetric Balanced mutual understanding.
Clipsheet Contains publicity stories or media clippings.
CSR Corporate social responsibility; linked with enlightened self-interest.
Crisis Communication Communication used to manage crisis and protect reputation.
Communication Audit Study to assess communication and company position.
Public Diplomacy Communication by states/governments with foreign publics.
Code of Athens International PR ethics code linked with Athens, 1965.

24. Practice Questions with PYQ Angle

1. What is the main purpose of the asymmetric two-way model of PR?
Answer: Scientific persuasion.
PYQ Angle: June 2012 Paper III.
2. PR as a profession evolved from which practice?
Answer: Press agentry.
PYQ Angle: June 2013 Paper III.
3. What does corporate public relations deal with?
Answer: The whole organisation.
PYQ Angle: December 2012 Paper III.
4. A clipsheet normally contains what?
Answer: Publicity stories.
PYQ Angle: September 2016 Paper III.
5. What is the notion behind enlightened self-interest?
Answer: Corporate social responsibility.
PYQ Angle: June 2012 Paper III.
6. Where was the PR code of ethics adopted in 1965?
Answer: Athens.
PYQ Angle: December 2010 Paper II.
7. What is communication audit?
Answer: A study used to measure a company’s communication position and effectiveness.
PYQ Angle: December 2014 Paper III.
8. Which field is FleishmanHillard associated with?
Answer: Public Relations.
PYQ Angle: September 2016 Paper III.

25. Final Exam Tip

For Unit 5, revise through five tables: PR models, PR tools, corporate communication concepts, ethics/codes and PYQ mapping. Most questions from this unit test terms, models, PR organisations, corporate image, crisis management and ethical codes.

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