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[Music] hello everyone today we are going to learn about elements of public relations so we have already discussed what is public relations the need of public relations and how public relations in uh around sorry how public relations evolved in india and abroad so this is a very important thing in public relations elements of public relations or components of public relations so the heart of public relation is not to sell products but to produce a favorable image of a company and to improve it if necessary so i've already told you this this particular message in the last class as well so this is like basically what we do with public relations it is our two-way communication and we what we do with public relation is like you know we try to improve the goodwill of your company or the image of your company or you are trying to produce a favorable image of your company to repeat it as a deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its public see public relations act as a bridge between the organization and its public and it has certain elements and they are the first one is human relations so what is human relation so you see the image it's like you know very nice image right i got it from the web and this image actually shows okay what is human relations okay so human relations is basically uh it is getting well along with public both internal and external and no man can work in vacrum each person who works in an organization has to get along with others he should be aware of other and show interest in his progress as you do for your for your own human relations deal with feelings and attitude of people as they interact with each other so it is like you know you getting well with the public it's like you know so you have like your friend you how do you select a group of friends you you all have friends right how do you select that particular group you just see whether that person gets gets along with you or you just see whether that person gels with you right so in that manner you actually develop something called a friendship right so just if you see uh like if you notice you can see that most of your friends you you know what you call the best friend um you know uh your best friend your best buddy gets along with you very well that's why that person is your friend so in public relations you have to have a relationship with everyone even the internal public and the external public you know the same relation see that is the most important uh thing about human relations in public relations okay and um uh if you take like uh um see the fundamentals of human relations uh cannot be ignored in public relations and there are three fundamental things so what are they you're familiar with that also okay there is a man sense of dignity okay and the basic human rights that others must respect and the need for security and the need of human recognizing and you know appreciation of what another has done or achieved see so everybody expects ease all these things from others so these are you can call the basic needs in terms of human relations so if you can do this particular thing then you can become a good pr practitioner if you just think whether you are whether you get along with everybody really well if you are kind of a popular person in your class then you can become a good public relations practitioner okay see the second point is empathy empathy is a very common term and everybody knows about empathy right yes so empathy is the power of understanding the feeling of others for instance feeling say uh feeling sorry for others is sympathy so people often get confused with empathy and sympathy right so empathy is like you know you start in you know the other person's shoes and see things from there see you it's easy to say oh my see something happened to your friend and all you can say so uh poor thing so whatever thing happens to happen to her it's it's really sad see that is sympathy but empathy is different empathy like you know you understand you you stand in that person's shoes and you understand and you see things from her point of view then what then what happens you actually change yourself and you like you know you probably help her you can help that you know your friend and this empathy is very much required especially in crisis management and all see crisis arise every time so when you understand the feeling of others only you will be able to take the correct measures during this crisis otherwise it will be flop okay and empathy is the primary prerequisite for a satisfying exposure in relationship where a certain degree of depth of understanding is expected so our depth of understanding and that is to feel one's feeling stepping into the boots of another who is affected so when you think like you know especially okay something happening in our place like especially covet now it's covered last year we had fled before that also we had a flight so the affected people we say oh my god yeah some like happened to them this thing happened to them really bad i mean really so sad so sad you can express your you know sympathy towards him like this how can you show your empathy yes probably you work for them you share what you have with them and you understand their position and you know you just go to their house and you know you help them to clean their houses so these are all part of empathy okay and empathy should be present in day-to-day interactions of the manager of public relations which promotes a kind of equality of understand so these kinds of things when you have empathy that creates an understanding okay and the third is persuasion so what is persuading so there are two things usually related to this one is forcing and one is persuading forcing is something like you know you you will tell others like you have to do this thing it's a must if you say like that that is um you know forcing and persuasion is like you know you are persuading them you are convincing them if you do it it will be good for you so you are convincing them if you do it that will be good so that is kind of you know um you know an important thing in uh public relations because you see you you have an agenda in your mind you want others to do it there are two ways you can force them you can persuade them so the second option is uh you know actually good uh for you especially your public relations okay see if you compile your compel a person to do something that would that would lead to like you know kind of you know kind of you know problem right if you if you if you uh persuade them so that is different right even like you know sometimes if you want to your parents can sometimes force you to join for a course and if that if they can convince you like you know if you take this course this would be really good and you can you will get jobs here jobs you know jobs in abroad and if they can convince you that is great that is persuading forcing is different they have an agenda they want you to uh you know join for a course uh which they want and they can do it in true manner one is like you know forcing you to join that course another thing is persuading you to join in that uh course so which one is good of course persuasion next is dialogue so dialogue is like a conversation with some purpose okay so dialogue is usual dialogue you know so that dialogue is not that that is that is not mentioned here so here the dialogue means a conversation with some purpose and it's a reasonable exchange of ideas bringing into being a new form of knowledge the use of dialogue is for influencing behavior so i told you if you want to password you need to have a dialogue right so this is like exchanging like you know you talk to them they ask you uh questions and you have to clarify them it's like you know kind of mutual thing you talk and they talk and you're kind of you know convinced so if a dialogue takes place only you can actually convince the people okay it's not bargaining okay it's not a bargaining thing but it's kind of you know kind of negotiating things like you know you are like actually you know uh making them understand like you know what it is all about you know whatever is your agenda and the last one is communication so there can be no mutual understanding without communication that is uh you know clearly understood phenomenon right so you have to have you know something called communication you need to communicate then only you can develop something called a mutual understanding see if somebody is like you know you always choose your friends ing um how do you choose your friends you just talk to them if you feel like you know they gel with you or you know if they are okay with your they have uh similar if you can find similar traits or characteristics as yours so you probably uh you know start talking to them then they develop something called a friendship so communication is very important right so you want to get to know them so for that you need to use communication and there are few problems in life that real communication cannot resolve so if that notion sounds far-fetched perhaps that is because what we normally call communication is not real so real communication is that experience of being totally understood by another person so communication what we studies is like you know exchange of ideas um you know exchange of ideas facts and all or you know you are informing uh something to the other people so that is basic communications or the communication fundamentals but here in the public relations context the communication is that experience of being totally understood by another person okay so these are the main elements or components of public relations okay so if you have any questions you can ask me in the forum or you can uh we can just discuss that thing in the live class so hope you have enjoyed this session so thank you so much thank you you