PUBLIC RELATIONS TECHNIQUES

PUBLIC RELATIONS ROLE AND DESCRIPTION EXAMPLES

TECHNIQUE

Media Relations Generate positive news coverage Press release, press kit and interview
about the organization, its products, leading to a news article about a new
services, people and activities product launch; press conference

Influencer/Analyst Maintain strong, beneficial Product review published by a renowned

Relations relationships with individuals who blogger; company profile by an industry
are thought leaders for a market or analyst; celebrity endorsement
segment

Publications and Provide information about the Organization’s annual report; newsletters;
Thought Leadership organization, showcase its expertise white papers focused on research and
and competitive advantages development; video case study about a
successful customer

Events Engage with a community to present User conference; presentation of a keynote

information and an interactive “live” address; day-of-community-service event
experience with a product, service,
organization or brand

1
Sponsorships Raise the profile of an organization Co-sponsoring an industry conference;
by affiliating it with specific causes sponsoring a sports team; sponsoring a
or activities race to benefit a charity

Award Programs Generate recognition for excellence Winning an industry “product of the year”
within the organization and/or among award; nominating customer for an
customers outstanding achievement award

Crisis Management Manage perceptions and contain Oversee customer communication during a
concerns in the face of an emergency service outage or a product recall; execute
situation action plan associated with an
environmental disaster