Public Relations

Tools There are various tools that can be used in the practice of public relations. Traditional tools include press releases and media kits which are sent out to generate positive press on behalf of the organization. Other widely used tools include brochures, newsletters and annual reports. Increasingly, companies are utilizing interactive social media outlets, such as blogs and social media as tools in their public relations campaigns. Unlike the traditional tools which allowed for only one-way communication, social media outlets allow the organization to engage in t wo-way communication, and receive immediate feedback from their various stakeholders and public. Furthermore companies can join discussions with multiple user identities to create a positive image of the company. 'PR' is synonymous in many people's minds with "Press Release", but the tools of the PR industry are actually many and varied as well as sophisticated and subtle. They include media relations kits containing video and audio news releases, referred to in the industry as VNRs and ANRs, which are often carefully produced to emulate the signature style of a particular network news or current affairs program. Public Relations Tools - PR PRINT MEDIA Most of the efforts chapters make in public relations are through forms of print media, primarily newspapers. These are usually the most visible outlets on college campuses, especially school newspapers, and in the local community.

but should not be used too often. whether it is rush or a service project. yet thorough. More often than not. however no control over message. Here there is lot of room for different interpretations. These documents provide a brief. Control over message. community etc. and candids. where people pose for the camera and smile. CASES HISTORIES/ STUDIES Case studies which show a good image of the company are shared with the media/ investors. Books on Making of Asoka.A book by Jaya Bachchan EDITORIALS No money. where the subjects are doing something. high credibility. It is a strategic tool. press releases will not be printed verbatim. pay lesser than an advertisement. ADVERTORIALS Advertisement + Editorial. Amitabh Bacchan. PHOTOGRAPHS There are usually two types of photographs in publicity portrait shots. description of an upcoming activity. INTERVIEWS/FEATURES Meeting journalists. possibly including additional quotes or information they research on their own your . Making of Lagaan. Even though your media contact will likely rewrite them.PRESS RELEASE The press release is the most common material provided to media outlets.

its USP. vision. mission. there are also times that a press release will encourage a reporter to do more. its past. its profits. in which information about the company. BROCHURE A booklet published by the organization which contains the organisations background. However. employees etc. INTERNAL NEWSLETTERS AND PUBLICATIONS ICICI has their internal Newsletters.Eg: brochure given to new employees to give them a gist of the organisation. WRITTEN SPEECH The typewritten or printed text of a speech given to achieve a public relations objective. is given. such as conduct a full interview with chapter members or write a feature article on an upcoming project.press releases should be written well enough. present and future projects. While doing sponsorships one should try to brand it with the event simultaneously. etc. its ethics. POSTER AND CALENDAR Any poster or calendar used to achieve a public relations objective. EVENT AND PRESS SUPPORT .

people. what the company is doing. The ingredients are time. It is done to influence the stock buyers. banquets. speeches. In the seminar they talk on General Insurance for 20 minutes and then the next 10 minutes they talk about the company products.e. drama. It contacts associations and tells them to give numbers of their members so that they can talk to them. showmanship. place. and many others as part of the build up.Aditya Birla Group.X. reliable one. CONFERENCES AND SEMINARS Om Kotak doing many seminars. CORPORATE ADVERTISING If you believe the image of the company is good i. E. LETTERS TO THE EDITOR Submitting these articles does not require a media contact. such as luncheons. diabetic . This also gives an opportunity for any member to submit a letter on their chapter for printing in a local or campus newspaper. one special event may have many subsidiary events. analysts. that trustworthy. activities. ANALYSTS BRIEF One tells about the company. contests. employees and media. The members are contacted through telephones and asked to attend seminar on General Insurance.Pharma Companies when they do any research say for example.Special events are acts of news development. then you can use that as a PR tool. Om Kotak Mahindra ad.

but it should also present a positive message to nonmembers just "browsing through. it should also encourage involvement and develop enthusiasm. it gives any organization the ability to promote themselves without having to rely solely on other media outlets. they would launch the product and before or after the launch they would call doctors for a conference to discuss about the research INTERNET: This one medium has helped transform the whole business of marketing and public relations. AUDIO AND VISUAL: . and long-standing relationships with other organizations may give an outsider a positive impression of the fraternity. information for members shouldn't just inform. past projects and activities. E-MAIL Today.research. Websites and e-mail are the two most common methods to use the Internet for PR purposes. WEBSITE A chapter website should not only be designed to serve as a resource for members. It can also be used to promote a chapter to fellow students and others. Brief descriptions of chapter history. Like the newsletter. but it should be used carefully. In a way. this has become the most common method used for communication between fraternity members.

From the point of view of THE TIMES OF INDIA. it means all the people interested in hardcore content and no masala. with or without sound. The ingredients are time. drama. Any sound-only program. Any film or video which presents information to an organization's internal audiences. place. Audio presentation. activities. such as luncheons. that means the national readers of THE TIMES OF INDIA and the metropolis readers of THE BOMBAY TIMES. and showmanship. banquets. radio programs. as part of the build-up. including telephone hot lines and other recorded messages. Any internal or external audio-visual presentation using still illustrations. etc. The special event is the coup de maitre of publicity. speeches. and many others. people. NEWS AND PUBLICITY: News is something that interests many people today. contests. One special event may have many subsidiary events. using one or more projectors. Film Or Video. Types of Public Relations Tools . propaganda. public service announcements and audio news releases.Every medium has a news standard of its own.This division includes any audio or audio/visual presentation or program which serves a :Public Relations objective. SPECIAL EVENTS: Special events are acts or news development. From the point of view of THE INDIAN EXPRESS. and public relations.Audio/Visual Presentation. and that is the criterion the publicist goes by in attempting to address publicity to the public through that medium.

it is important they be familiar with the tools available for public relations. in order to maintain the highest level of credibility. newspaper. media relations. In fact. Key tools used in media relations include: Press Kits . This is done by developing interesting and relevant story angles that are pitched to the media. newsletter and Internet. It is important to remember that media placements come with good stories and no payment is made to the media for placements. PR professionals work with the media to place stories about products. organization background.As we noted in the Public Relations tutorial.Include written information such as a news release.g. free pencils with product logo) from companies. the challenges faced in doing PR will lead many marketers to hire professionals to handle these activities. The types of key tools available to carry out the public relations function include: Media Relations Historically the core of public relations. many news organizations bar reporters from accepting even the smallest gifts (e. magazine. companies and company spokespeople. includes all efforts to publicize products or the company to members of the press — TV and Radio.. In garnering media coverage. key spokesperson biographies and other supporting materials that provide information useful to . Whether marketers do their own PR or seek outside help.

While hard copies of materials are used and preferred by some media. write a positive story with the company as a key feature or. Audio or Video News Releases . For instance. fax or snail mail.e.. many story ideas for newspapers. If things work out. The spokesperson can be a company employee or someone hired by the company. PR professionals submit matte releases through syndicated services (i. magazines and television news often start with a suggestion from a PR person. Media Tour Some new products can be successfully publicized when launched with a media tour. bloggers). especially small local newspapers. perhaps a celebrity or "expert" who has credibility .Some media. at best. As PR people know. services that supply content to many media outlets) or directly to targeted media via email.. may accept articles written by companies often as filler material when their publication lacks sufficient content. at minimum.reporters.These are prerecorded features distributed to news media that may be included within media programming. a local news report about amusement parks may include portions of a video news release from a national amusement park company. On a media tour a company spokesperson travels to key cities to introduce a new product by being booked on TV and radio talk shows and conducting interviews with print and Internet reporters or influencers (e. Website Press Room . marketers are well served by an online press room that caters to media needs and provides company contact information. Matte Release . a reporter or editor will. include the company’s name somewhere within an industryfocused article.g.

Stunts.e. where an author travels the country to promote a newly released book. Newsletters can be directed at trade customers. such as individuals interested in college savings plans to major events like a strawberry festival designed to promote tourism and regional agriculture. A bookstore may include reviews of new books.with the target audience. enewsletters delivered via email or rss feed). Special Events These run the gamut from receptions to elegant dinners to stunts. such as public appearances. information on online book chats and information on in-store or online promotions. Online newsletters offer the opportunity to link to stores carrying the marketer's products. speaking engagements or autograph signing opportunities. A media tour may include other kinds of personal appearances in conjunction with special events. Marketers using newsletters strive to provide content of interest to customers as well as information on products and promotions.. such as building the world’s largest ice cream sundae during National Ice Cream . Effective newsletters are sought out by and well received by interested audiences. information on new products and coupons. One common use of the media tour is the book tour. A food manufacturer may include seasonal recipes. Newsletters Marketers who have captured names and addresses of customers and potential customers can use a newsletter for regular contact with their targeted audience. final consumers or business buyers and can be distributed either by regular mail or electronic means (i. Special events can be designed to reach a specific narrow target audience.

The Oscar Mayer Weiner mobile is a classic example. and other groups provides an opportunity for company experts to demonstrate their expertise to potential clients/customers. special event planners must work hard to ensure the program planned conveys the correct message and image to the target audience. but also attracts the attention of mass media such as TV news and major n ewspapers. Nevertheless. which provide broad reach. rather they are a chance to talk on a topic of interest to potential customers and serve to highlight the speaker’s expertise in a field. There are numerous local. trade association meetings. Sponsorships Companies and brands use sponsorships to help build goodwill and brand recognition by associating with an event or group.month captures the attention of an audience in the immediate area. As with all PR programs. Speaking Engagements Speaking before industry conventions. the right speaking engagement puts the company in front of a good target audience and offers networking opportunities for generating customer leads. providing a recognizable icon that travels the country garnering attention wherever it visits. regional. Generally these opportunities are not explicitly for company or product promotion. Often the only mention of the company or its products is in the speaker biography. Marketers can examine sponsorship opportunities to find those that reach target groups. Most organizations seeking company . fit within a specified budget and provide sponsorship benefits that suit the marketer’s objectives. national and international sponsorship opportunities ranging from a local art center or theatre to the Olympics.

community activities. be known as a good neighbor).g. Community Relations and Philanthropy: For many companies fostering good relations with key audiences includes building strong relationships with their regional community. including Intranet. unethical behavior by management. Employee Communications For many companies communicating regularly with employees is important in keeping employees informed of corporate programs. as well as keeping them updated on new products and programs. or even by false rumors.. public announcements and numerous other opportunities.. parents) to donating product for community events and charitable fundraisers. online and print newsletters. parks) to conducting educational workshops (e.g.. Some . which can include signage. exposure opportunities. Effective community relations can help a company weather bad publicity or a crisis situation that can unexpectedly arise due to a problem with a product. personnel issues. Companies use a variety of means to communicate with employees. Marketers can use this information to help match sponsorship opportunities with the company’s objectives. email. arts organizations. In larger firms an in-house PR department often works in conjunction with the Human Resources Department to develop employee communications. sales incentives. receptions and much more.e. T-shirts.sponsors provide information on the variety of sponsorship levels which include data on event audience. for teachers. Companies implement programs supportive of the community ranging from supporting local organizations and institutions (e. The goal is generally to develop a positive relationship with members of the community (i.

he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere. and job announcements sometimes even ask for candidates with an existing Rolodex.. This "Rolodex" becomes a prized asset. newsletters – in print and e-letters. A PR spokesperson (or his/her client) "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach. seminars. receptions. Speeches to constituent groups and professional organizations. Collateral literature. A DESK VISIT is where the PR person literally takes their product to the desk of the journalist in order to show them what they are . rather than through the mass media) with.g. Books and other writings Blogs After a PR practitioner has been working in the field for a while. often organizations that have some relationship to the company’s mission or to a key principal of the company. personal appearances. pseudo-events. and other events.companies also make an effort to contribute to charitable organizations. The slang term for a PR practitioner or publicist is a "flack" (sometimes spelled "flak"). photo ops or publicity stunts The talk show circuit. especially those in the media relations area of PR. e. Direct communication (carrying messages directly to constituents. traditionally in print and now predominantly as web sites. Other Publicity events.

Astroturfing is the act of PR agencies placing blog and online forum messages for their clients. in the guise of a normal "grassroots" user or comment.promoting. Online Social Media .