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Advertising and Public Relations

Media of PR

Public Relations is a strategic communication method used by companies,

organizations, and individuals to build a mutually beneficial relationship with the
public.
Public Relations specialists assist businesses and individuals to promote a positive
reputation in the eyes of public through different paid and unpaid communication
methods such as traditional media, social media, and face to face meetings.
Moreover, they also help customers guard their reputation during a crisis or
scandal that threatens their credibility.
Delivering your message to the right audience is very essential in public relations.
It is extremely significant to identify and understand the different channels and
platforms, and the best way to use each of them. Therefore, we will be talking
about the different Medias of public relations.
I. Print Media
Print Media is a traditional medium that publishes, propagates and
distributes printed information to the public through various mediums such
as newspapers, magazines, annual reports, brochures etc.
In today’s market, Print Media and Public Relations are closely attached to
one another. Print Media is one of the greatest tools in Public Relations. It
is most visible in outlets such as educational institutions, corporate sectors
and basically the whole community.
Examples of Print Media;
Press.
National & Regional newspapers, magazines, brochures directories, year
books & annual reports etc.
Printed Material.
Educational, informative, prestige, promotional, charts, balance sheets etc.
Direct Mail.
Personal letters, postcards with an offer, direct correspondence, mailing
information etc.
House Journals.
Company newsletters, internal and external.
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Newspapers:
Newspaper information is said to be the backbone of any informational
programme due to its large reach, a greater and diverse audience. It is a
widely used publicity medium because of the fact that newspapers are read
by almost every literate person. Newspapers are usually dropped at our
doorstep and are the most convenient source of information.
Press Release:
A press release is the most common material provided to the members of
news media for the sole purpose of information, making an official
statement/announcement. Press releases are a primary source of
information though they provide brief yet detailed explanation about a
certain topic.
Brochure:
Brochure is a small booklet or magazine published a company that consists
of the company’s background, ethics, vision, pictures, projects, etc.
Internal Newsletters and Publications:
Internal newsletters contain information about an organization, its profits,
employees, accomplishments, etc. e.g. Beacon house school system.
Poster and Calendar:
Used to attain public relations goal.
II. Electronic Media
Electronic media is the latest medium of communication. Here you can
broadcast your company’s products and services and good public relations
easily through radio and television. Now a days, it is a norm to see people
glued to their television screens!
Electronic media merges the usage of printed words, video, colors, music,
sound effects, graphics and animation; all combined together into one
message.
E.g. cricket fans prefer to watch a cricket match on television rather than
listening to it on radio. As they can see the visuals and relate to the
commentary more efficiently on the television therefore, most sponsors
and companies prefer television to deliver their message across the public
as it is more powerful and resourceful than radio.
Examples of Electronic Media;
1. Television:
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Television's role is to report, analyze, and interpret national and

international news and issues, as well as to inform and entertain. The
television industry is highly structured, with operators closely monitored. It
is the most effective medium of mass communication ever devised. So
powerful, in fact, that television as a medium can be as persuasive as the
message it conveys. It was declared as early as the 1950s that "the medium
was the message." This complex statement does not need to be analyzed
here, but consider how frequently we hear a certain politician, however
well-meaning he may be, declare that he "never comes across on
television." The medium's power can overwhelm a person and his message.
Some people are media celebrities, and the camera adores them. It is also
important to consider how the film is edited. All of this makes television an
exciting and enormous force in society, and those seeking money and fame
approach it with zeal.
Outside of a true national news event (and your clients are unlikely to have
such announcements), you are unlikely to receive national TV coverage for
the majority of your working year.

2. Radio:
Radio is flourishing, and it has a lot of potential for public relations
professionals. Each national station's programmes needs are unique. The
spoken word is a very different skill than the written word, and a press
release is unlikely to be used. Radio can be very fast. It has a sense of
urgency and personalization that grabs attention.
The top-secret is the natural human voice, which is intimate and personal
to the listeners, much more magical than the announcer on TV, who is
accompanied by hi-tech colored images flashing across the screen or
pictures of the events being described, all of which may actually diminish
the sense of personal involvement.

III. Other Media.

Exhibitions: An exhibition is an organized display or presentation of
something, mostly exhibitions are held in museums, art galleries, and
exhibition halls. Exhibitions are very effective in communicating with the
public and creating awareness, here the public relation experts should
know how to sell their company’s good image along with their products
and services.
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Airships: Airships are gas filled hot air balloon ships and are used for
promotional and advertising campaigns. They can be seen from a distance
of miles and are a great source of pr. E.g. Used for the launch of FIFA world
cup.
Electronic Bill Boards: Electronic billboards are a product of the
technological advancements and a replacement for the conventional bill
boards. They are used for promoting products and services. E.g. New low-
budget meals at McDonalds.
Mobile Vehicles: Latest form of scrolling computer assisted
advertisements.