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Amity School of Business

Public Relations and Corporate Image

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Module- 4

Public Relation Publications

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How PR is more importance than other ways of marketing?

Publicity has preceded over other marketing strategies, such as

advertising, it can make consumers pay attention to an ad as much as
three times faster than when advertising has no publicity
support.

Publicity has the powerful ability to deliver in-depth information that

consumers demand, which is impossible to deliver in a 30-second
television spot.

As an essential component of the marketing mix, PR is vital in building

credibility, relevance, trust and lasting relationships. To reach increasingly
segmented audiences, marketing public relations is one of the most cost-
effective approaches to sales success.

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Public Relations Tools

The Sponsoring Organization Pays for Controlled Media so They Maintain Total
Control Over How and When the Message is Delivered.

Prepared by the Organization for Use in

House Ads Its Own Publication or One Over Which It
Has Some Control.
Ads Designed by Charitable or Civic
Public Service
Organizations for Broadcast Free of
Announcements Charge.
Corporate
Designed to Promote a Corporate Image
(Institutional) or Viewpoint.
Advertising
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Public Relations Tools

Publications Such as Pamphlets,

In-House Booklets, and Annual Reports for an
Publications Organization’s Own Employees and Other
Publics.
Speakers,
Maintaining Visual Contact With the
Photographs, Various Publics is a Big Part of PR.
& Films
Displays, All Are Used in Both Sales Promotion and
Exhibits, & PR Programs and Include Open Houses
Staged Events and Plant Tours.
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Public Relations Tools

The Media, Rather Than the Organization, Controls the Use and Placement of
Uncontrolled Media.

News Release Press Conference

Primary Medium Used Convening Media Reps

To Deliver PR Messages To Make a Statement.
to Media Editors
And Reporters. Risky, Because Media
May Not See Company’s
Video News Releases Announcement as Being
Contain Video Coverage Real News.
That Can be Used
During a TV Newscast. May Distribute Press
Kits.
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Public relations is managing relations with various publics, a role that

grows in importance as reputation becomes ever more critical to
business success. Companies can restore trust in a number of ways,
many involving traditional PR strategies, such as:

Using integrity and fairness as criteria for all business decisions;

Maintaining an emphasis on quality of products or services;
Openly sharing truthful information with all publics;
Actively seeking input from publics and being responsive to concerns;
Renewing a commitment to local communities; and
Creating forums to encourage dialogue with constituencies.

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The bottom line is that companies must make it a priority to value the
needs of all publics, and to forge good relationships with them. The
cornerstone of a good relationship is trust, and trust is based on open
and honest communication. Effective public relations tells a
company's story in a way that is accurate, honest, and easy to
understand, helping to establish a reputation for credibility.

A good relationship also requires a willingness to listen, and true

public relations is a two-way process. PR professionals recognize
that to manage relationships, they must understand and respect
public concerns and viewpoints. They must also go a step further, to
serve as the public's advocate within an organization.

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The strategic role of PR for consumer brands is critical to extending the

impact and credibility of advertising

The most obvious strategic role for PR-a role that meets a
communications objective that is difficult for conventional advertising to
address-is to create community affinity while at the same time
complementing consumer affinity for the brand. PR is uniquely capable
of building relationships with communities (geographic, demographic,
social, political, special interest, etc.) through events, sampling,
causes, in-kind support, and sponsorships, to name a few

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For example, good news about the client's business, new services or new
level of commitment to service, how well the client is measuring up within its
competitive set, the client's business heritage, or the client's involvement in
the community. These types of messages are critical to creating a positive
selling environment for our advertising. Equally important, it creates buzz for
the company.

PR build momentum into the launch of a new ad campaign. This provides

exposure between media flights and increases frequency of brand exposures
during the duration of the advertising period. In the fight for brand awareness
and top-of-mind consideration, there are few substitutes for pure frequency.

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Your company Web site is an ideal medium for posting corporate news and
production promotions that would be of interest to customer prospects.
Just keep it "fresh" so that your audience will be inclined to visit the site
often.

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PR Publications: Types
• In – House – Journals
• Ghost Writing
• Media Writing
• Press Release
• Brochures

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In – House - Journals

• An internal publication produced by an

organization in order to inform and
entertain its employees and to generate
better internal communication and
relationships

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Ghost Writing
• A ghostwriter is a professional writer who
is paid to write books, articles, stories,
reports, or other texts that are officially
credited to another person.
• Celebrities, executives, and political
leaders often hire ghostwriters to draft or
edit autobiographies, magazine articles, or
other written material
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• In 2001, the New York Times stated that

the fee that the ghostwriter for Hillary
Clinton's memoirs will receive is probably
about $500,000" of her book's $8 million
advance

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Media Writing
• Newspapers
• Wire services and news syndicates
• Magazines
• Radio
• Television
• Cable

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Press Release
• A press release, news release, media release, or
press statement is a written or recorded
communication directed at members of the news
media for the purpose of announcing something
claimed as having news value.
• Typically,press release is mailed or faxed, or to
assignment editors at newspapers, magazines,
radio stations, television stations, and/or television
networks.
• Commercial press-release distribution services are
also used to distribute them.
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 Elements of Press release Name of Institution

• Headline – used to grab the attention of journalists and briefly summarize the news.
• Dateline – contains the release date and usually the originating city of the press release. If the
date listed is after the date that the information was actually sent to the media, then the sender is
requesting a news embargo, which journalists are under no obligation to honor.
• Introduction – first paragraph in a press release, that generally gives basic answers to the
questions of who, what, when, where and why.
• Body – further explanation, statistics, background, or other details relevant to the news.
• Boilerplate – generally a short "about" section, providing independent background on the issuing
company, organization, or individual.
• Close – in North America, traditionally the symbol "-30-" appears after the boilerplate or body and
before the media contact information, indicating to media that the release has ended. A more
modern equivalent has been the "###" symbol. In other countries, other means of indicating the
end of the release may be used, such as the text "ends".
• Media contact information – name, phone number, email address, mailing address, or other
contact information for the PR or other media relations contact person.

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Key Ingredients of a Press

Release
• Headline — used to grab the attention of
journalists and briefly summarize the news.
• Dateline — contains the release date and usually
the originating city of the press release.
• Introduction — first paragraph in a press release,
that generally gives basic answers to the
questions of who, what, when, where and why.
• Body — further explanation, statistics,
background, or other details relevant to the news.

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• Boilerplate — generally a short "about" section,

providing independent background on the
issuing company, organization, or individual.
• Close —. A more modern equivalent has been
the "###" symbol. In other countries, other
means of indicating the end of the release may
be used, such as the text "ends".
• Media contact information — name, phone
number, email address, mailing address, or
other contact information for the PR or other
media relations contact person

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Public Relations Tools