Checklist for PR Professional

1. Preparation of written public relations programme.

2. Development of good working relations with the press, including
newspapers, magazines, trade journals, radio and television stations and other media.

3. Regular dissemination of professionally written news and feature stories to
all media, reporting significant scientific or commercial developments, human interest stories, financial news, company organizational changes, visits of executive and scientific personnel, etc.

4. Holding press conferences, professionally arranged and conducted, when
the company has news of genuine importance to release.

5. Developing a comprehensive selection of first class photographs of
company manufacturing plants, research laboratories, administrative offices, management had scientific personnel.

6. Publication of a first class company house organ, including where
circumstances warrant it, separate editions or divisional bulletins for major subsidiaries or branch offices.

7. Producing one or more films on commercial subjects to assist in reaching
a wide audience with the company’s story, including careful planning of the distribution of film prints to achieve maximum circulation.

8. Preparing exhibits and displays for institutional public relations purposes
as well as for the merchandising of products.

9. Development of slides and slide films as well as posters and other visual
devices to help convey an important commercial o public relations message.

(a) Tape recordings and records should also be considered in this general area of activity.

10. Maintaining regular, friendly contact with a variety of organizations and
special groups whose members can have special influence on the success or failure of the company’s operations:

(a) Employees – through the use of company magazines, management letters,
discussion meetings, films, bulletin boards, exhibits and reading racks, pay envelope leaflets and special brochures, open house for employees and their families.


(b) Civic and service organizations – Lions and Rotary Clubs; chambers of
commerce and other local associations; labour unions, religious groups; political clubs; health and welfare organization; sports and culture associations.

(c) Business groups – customers, investors, dealers and suppliers; industry
trade associations; other business groups.

(d) Educational institutions – maintaining contact with, and providing
scholarships and other assistance to, a broad range of educational institutions.

(e) Government relations – maintaining regular contact with government
agencies and legislators at the national, state and local level.

(f) Community relations – doing your part as a good corporate citizen in
every local plant and office community in which the company operates by carrying out forward-looking policies in the area of wages, employee benefits, good working conditions, steady employment and proper safety measures.

(g) Beyond that, contributing reasonable amounts to local charitable, civic and
cultural programmes, and encouraging your employees to take part in various aspects of community life.

11. Engaging in a broad range of special projects designed to increase
knowledge and acceptance of the company – open house and plant tours; special visits by journalists, legislators and community leaders; publication of a newsletter for opinion leaders; development of the speakers’ bureau; dissemination of various printed materials about the company, ranging from small leaflets to booklets discussing certain subjects in depth; carrying on a program of institutional or public relations advertising.

12. Engaging in a range of public services which might include: contributions
in a disaster situation; assistance in government studies; public information programmes, contributing equipment, medicine and funds to rural groups, organizing and helping to staff useful welfare centres in a poor community.

PR Works if you deliver.

Few years back State Bank of India (SBI) unleashed a new advertising campaign to change the image of the bank and infuse some freshness to the brand. The campaign was around the theme “FULL OF SURPRISES”. Huge money was spent and somewhere I was not sure if the tone and manner of the communication connected with the Bank. Obviously good visibility was created as huge money was pumped in. The poignant part was the agency that created the campaign was in a hurry, to overnight change the image of a PSU bank which to me was a distant dream. A more down to earth campaign with a bit of emotion perhaps could have helped the bank in building the brand especially when PSU’s looked advertising more as an expenditure and not as an investment to build their brand.

The Bank revisited the strategy and came out with new and innovative and competitive products to woo customers. This was supported by some advertising to sell their various products. I also saw a change in the leadership of the bank and in came Mr.O.P.Bhatt to manage this big financial ship with great ambitions. Mr. Bhatt defined new goals for SBI and re defined banking in the category with speed and aggression and stood tall amongst all private banks when he delivered the goods in a very tough and tight market conditions.

Initially I did not see much of Mr. Bhatt in media nor had I heard about him. This is where Mr. Bhatt demonstrated the true leadership by first delivering value to clients and corporate and then talk to media. And once he did this there was no looking back and he was the cynosure of media or any commerce body in the country. PR here worked very well for SBI and Mr.Bhat because he delivered consistently and followed his goals and objectives in the most systematic manner that each time one picked up the new paper we could see SBI achieving their milestones and was always amidst some important news across the country.

Today SBI has been able to dictate the market with their aggressive and innovative approach and is seen has a brand not only to reckon in India but also in the overseas market.

And Shri.O.P. Bhatt has become the thought leader in the banking space and his bank has once again emerged as the best bank against all odd.