Propagating income generation programme for the poor

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propagating income generation programme for the poor, may like to have a image as
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“Friendly Organisation”. Where as, some other organisation who are also involved in the similar activity may like to have the prefer image of “Speedy”. Projecting the image (Image Building activity) `Based on the existing image and the preferred image, it is essential to note that whether the preferred image is deviated from the present image or closely associated or neutral and based on the existing image the PR need to be focused. In case of negative or unfavourable image, P.R. need to focus first on either neutralising or remove the misunderstanding about the organisation and then develop the required impressions. In case of neutral or favourable image, the Public Relations can focus on more details about the organisation for creating favourable preferred image. Public Relations functions need to adopt the appropriate strategy, by choosing appropriate message, appropriate media for the information in most effective manner so that the desired image can be creative and that will contribute to the organisation's success and growth. Public Opinion Research: Public Opinion Research ascertains what people think about an organisation its policy, service etc. and why they think so as well as their attitudes toward the organisation, etc. Image Study: The image study seeks to understand that how an organisation is known, its reputation and also what people thinks about its service, policies, etc.
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Motivation Research: Motivation research ascertains why the public attach favour or disfavour and why they are showing positive attitude or negative attitude and also the underlying emotional factor. 3.3. EFFECTIVENESS SURVEYS Effectiveness Surveys helps to measure the impact on of Public Relations activities on public opinion. Before initiating Public Relations activities the survey is to be conducted to ascertain the attitude of the people and another survey is to be conducted after the campaign is over and to see if there is any change and whether the public opinion is tilted in favour of the Public Relations objectives and thereby the result. Public Relations plays an important vital role in enhancing image of organisation in the eyes of the public. Public Relations is not projecting the negative as positive. Public Relations is the process of communication with the group with whom in the organisation existing and with whom the organisation functions.
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Learning Objectives: After reading this chapter you will be able to develop message compare and identify suitable media appropriate to the situation
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CONTENTS 4.1. COMMUNICATION PROGRAMME 4.2. MESSAGE DEVELOPMENT 4.3. MEDIA
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4.1. COMMUNICATION PROGRAMME Communication programme consists of message, media and budget. The word communication is derived from the Latin communis, meaning "common." The purpose of communication is to establish a commonness. The basic elements in communication are the source or sender, the message, and the destination or receiver.
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