Types of Public Relations Tools

As we noted in the Public Relations tutorial, the challenges faced in doing PR will lead many marketers to hire professionals to handle these activities. Whether marketers do their own PR or seek outside help, it is important they be familiar with the tools available for public relations.

Media Relations

Historically the core of public relations, media relations, includes all efforts to publicize products or the company to members of the press — TV and Radio, newspaper, magazine, newsletter and Internet. In garnering media coverage, PR professionals work with the media to place stories about products, companies and company spokespeople. This is done by developing interesting and relevant story angles that are pitched to the media. It is important to remember that media placements come with good stories and no payment is made to the media for placements. In fact, in order to maintain the highest level of credibility, many news organizations bar reporters from accepting even the smallest gifts (e.g., free pencils with product logo) from companies.

Key tools used in media relations include:

Press Kits - Include written information such as a news release, organization background, key spokesperson biographies and other supporting materials that provide information useful to reporters.

Audio or Video News Releases - These are prerecorded features distributed to news media that may be included within media programming. For instance, a local news report about amusement parks may include portions of a video news release from a national amusement park company.

Matte Release - Some media, especially small local newspapers, may accept articles written by companies often as filler material when their publication lacks sufficient content. PR professionals submit matte releases through syndicated services (i.e., services that supply content to many media outlets) or directly to targeted media via email, fax or snail mail.

Website Press Room - While hard copies of materials are used and preferred by some media, marketers are well served by an online press room that caters to media needs and provides company contact information.

Media Tour

Some new products can be successfully publicized when launched with a media tour. 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.g., bloggers). The spokesperson can be a company employee or someone hired by the company, perhaps a celebrity or "expert" who has credibility with the target audience. One common use of the media tour is the book tour, where an author travels around the country to promote a newly released book.

Newsletters

Marketers who have captured names and addresses of customers and potential customers can use a newsletter for regular contact with their targeted audience. Newsletters can be directed at trade customers, final consumers or business buyers and can be distributed either by regular mail or electronic means (i.e., e-newsletters delivered via email or RSS feed). Marketers using newsletters strive to provide content of interest to customers as well as information on products and promotions.

Special Events

These run the gamut from receptions to elegant dinners to stunts. Special events can be designed to reach a specific narrow target audience, such as individuals interested in college savings plans to major events like a strawberry festival designed to promote tourism and regional agriculture. Stunts, such as building the world’s largest ice cream sundae during National Ice Cream month captures the attention of an audience in the immediate area, but also attracts the attention of mass media such as TV news and major newspapers, which provide broad reach. The Oscar Mayer Weiner mobile is a classic example, providing a recognizable icon that travels the country garnering attention wherever it visits. As with all PR programs, special event planners must work hard to ensure the program planned conveys the correct message and image to the target audience.

Speaking Engagements

Speaking before industry conventions, trade association meetings, and other groups provides an opportunity for company experts to demonstrate their expertise to potential clients/customers. Generally these opportunities are not explicitly for company or product promotion; 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. Often the only mention of the company or its products is in the speaker biography. Nevertheless, the right speaking engagement puts the company in front of a good target audience and offers networking opportunities for generating customer leads.

Sponsorships

Companies and brands use sponsorships to help build goodwill and brand recognition by associating with an event or group. Marketers can examine sponsorship opportunities to find those that reach target groups, fit within a specified budget and provide sponsorship benefits that suit the marketer’s objectives. There are numerous local, regional, national and international sponsorship opportunities ranging from a local art center or theatre to the Olympics. Most organizations seeking company sponsors provide information on the variety of sponsorship levels which include data on event audience, exposure opportunities, which can include signage, T-shirts, public announcements and numerous other opportunities, receptions and much more. Marketers can use this information to help match sponsorship opportunities with the company’s objectives.

Employee Communications

For many companies communicating regularly with employees is important in keeping employees informed of corporate programs, sales incentives, personnel issues, as well as keeping them updated on new products and programs. Companies use a variety of means to communicate with employees, including Intranet, email, online and print newsletters. In larger firms an in-house PR department often works in conjunction with the Human Resources Department to develop employee communications.

Community Relations and Philanthropy

For many companies fostering good relations with key audiences includes building strong relationships with their regional community. Companies implement programs supportive of the community ranging from supporting local organizations and institutions (e.g., arts organizations, community activities, parks) to conducting educational workshops (e.g., for teachers, parents) to donating product for community events and charitable fundraisers. The goal is generally to develop a positive relationship with members of the community (i.e., be known as a good neighbor). Effective community relations can help a company weather it meets bad publicity or a crisis situation that can unexpectedly arise due to a problem with a product, unethical behavior by management, or even by false rumors. Some companies also make an effort to contribute to charitable organizations, often organizations that have some relationship to the company’s mission or to a key principal of the company.

 

ПРИЛОЖЕНИЕ

В приложении приводятся выдержки из текстов о написании реферата (Summary) и аннотации (Abstract) к прочитанной или составляемой студентами статье, пресс-релиза, доклада, программы PR-кампании. Многочисленные примеры можно найти в СМИ, включая интернет, и по их образцу подготовить контрольные задания в каждом семестре, а в дальнейшем, применять их на практике в академической и профессиональной деятельности.

 

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