Chapter 2

Tools of PR
 Course Outline
• Publicity • Sponsorships
• Annual Report • Special Events
• Merchandising • Charitable
Collaterals Contributions
• Speakers’ Bureau • Public Service
• Issue Announcements
Management • Public Perception
Research

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 Publicity
• A write-up or a news story that is
either broadcasted or printed, it can
be on a positive note or a negative
(offensive) tone

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 Publicity
• Publicity should increase the public's
awareness of your company and its
products and services

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 Publicity
• How positive the publicity depends
on the strength of your PR plan

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 Publicity
• The benefits of publicity:
– It is FREE.
– It is more BELIEVABLE than advertising.

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 Annual Report
• Written financial report released
(usually) at the end of a fiscal or
business year
• Copies are sent during the annual
stockholders’ meeting, some are sent
to the SEC (Securities and Exchange
Commission), a copy is also
downloadable via the website.

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 Annual Report
• A good annual report is:
– Accurate
– Accessible
– Transparent

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 Merchandising Collaterals
• Planned communication materials
like:
– Brochure, fliers, newsletters, press kits
– Point-of-Purchase or Point-of-Sale
– Audio Visual Presentation
– Website
– Posters, Streamers
– Tip Sheets, Thank You Notes, Official
Business Letters
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 Merchandising Collaterals
• The ingredients of productive
merchandising collaterals:
– Consider each as a “talking
salesperson,” a copy generally should
generate sales
– Design must exercise “One Look,, One
Voice,” they are part of the integrated
marketing communications

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 Speaker’s Bureau
• An arranged speaking engagement
of individuals in the organization, in
venues like:
– meetings of professional and trade
associations service clubs
– civic organizations
– community groups
– Schools on-campus seminars or
conferences
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 Issue Management
• Process of prioritizing and proactively
addressing public policy and
reputation issues that can affect an
organization's success. (Doug Pinkham,
President, Public Affairs Council)

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 Issue Management
• A proactive and systematic approach
to:
– predicting problems
– anticipating threats
– minimizing surprises
– resolving issues
– preventing crises

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 Issue Management
• The Badder Rudder Matrix
– A simple framework that can assist the
assessment of an issue.
– Issues assessment is needed to
determine the potential impact of an
issue.

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 Sponsorships
• Resource-based support to an event
which may come in the any of the
following forms:
– Monetary assistance (must not be self-
liquidating)
– Barter agreements (exchange deals in
kind)

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 Sponsorships
• A substitute to a special event

• An acknowledged sponsorship of an
event organized by another, like:
sports team, musical group, or
community theater.

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 Sponsorships
• Acknowledgement come in forms
like: advertising, programs, uniforms,
posters, and other promotional
materials
– Example: Binibining Pilipinas
• Ms. Natasha Beauty
• Ms. Salsa Jeans
• Manila Bulletin Readers Choice

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 Special Events
• Planning and staging events that
attract attention to a person,
institution, idea or product.
– Example: SMB Oktoberfest,
Lovapaloosa, Milo Clinic

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 Charitable Contributions
• A consistent commitment to give
back to the community by supporting
local charities, local communities or
other non-profit organizations
created to solicit a collective effort of
promoting a particular cause.
– Example: Figaro and the Coffee Task
Force & Save the Barako Campaign

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 Public Service Announcements
• Non-paid, either aired or printed
communication on a non-profit
organization's upcoming event or its
on-going services which many
television, radio stations and
newspapers (magazines) will run
free-of-charge.

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 Public Service Announcements
• Usually comes in the form of a script
for TV and Radio, while print requires
a lay-out or an article (advertorial)

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 Public Perception Research
• Either a customized or syndicated
research with the intention of
determining the public opinion about
a person or an organization.
– Example : SWS syndicated research

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 End of Chapter 2

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