TOOLS OF PUBLIC RELATIONS
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.
1. PRESS RELEASE
The press release is the most common material provided to media outlets. These documents provide a brief, yet thorough, description of an upcoming activity, whether it is rush or a service project.
2. PUBLIC SERVICE ANNOUNCEMENTS
These are very short articles (no more than 75 words) that simply provide the facts of the activity (what it is, where it is located, when it will be, who is sponsoring, etc.).
3. PHOTOGRAPHS
There are usually two types of photographs in publicity portrait shots, where people pose for the camera and smile, and candids, where the subjects are doing something.
4. CASES HISTORIES/ STUDIES
Case studies which show a good image of the company are shared with the media/ investors, community etc. Books on Making of Asoka, Making of Lagaan,, Amitabh Bacchan- A book by Jaya Bachchan
5. EDITORIALS
No money, high credibility, however no control over message.
6. ADVERTORIALS
Advertisement + Editorial. Control over message, pay lesser than an advertisement. It is a strategic tool, but should not be used too often. J & J is coming out with Branded Cotton. So they are coming out with advertorials on wound handling.
7. INTERVIEWS/FEATURES
Meeting journalists. Here there is lot of room for different interpretations. More often than not, press releases will not be printed verbatim. Even though your media contact will likely rewrite them, possibly including additional quotes or information they research on their own your press releases should be written well enough. However, there are also times that a press release will encourage a reporter to do more, such as conduct a full interview with chapter members or write a feature article on an upcoming project. While doing sponsorships one should try to brand it with the event simultaneously.
8. BROCHURE
A booklet published bye the organization which contains the organisation’s background, its ethics, vision, mission, its past, present and future projects, its USP, etc.
9. POSTER AND CALENDAR
Any poster or calendar used to achieve a public relations objective.
10. WRITTEN SPEECH
The typewritten or printed text of a speech given to achieve a public relations
objective.
11. INTERNAL NEWSLETTERS AND PUBLICATIONS
e.g. ICICI has their internal Newsletters, in which information about the company, its profits, employees etc. is given.
- EVENT AND PRESS SUPPORT
Special events are acts of news development. The ingredients are time, place, people, activities, drama, showmanship; one special event may have many subsidiary events, such as luncheons, banquets, contests, speeches, and many others as part of the build up.
- LETTERS TO THE EDITOR
Submitting these articles does not require a media contact. This also gives an opportunity for any member to submit a letter on their chapter for printing in a local or campus newspaper.
- ANALYSTS BRIEF
One tells about the company, what the company is doing. It is done to influence the stock buyers, analysts, employees and media.
- CONFERENCES AND SEMINARS
- Press – Om Kotak doing many seminars. It contacts associations and tells them to give numbers of their members so that they can talk to them. The members are contacted through telephones and asked to attend seminar on General Insurance. In the seminar they talk on General Insurance for 20 minutes and then the next 10 minutes they talk about the company products.
Pharma Companies when they do any research say for example, diabetic research, they would launch the product and before or after the launch they would call doctors for a conference to discuss about the research
- PROMOTIONAL ITEMS
Any gift, premium, novelty or physical token used to convey an impression, make
a point, establish an image or achieve a public relations objective.
- CORPORATE ADVERTISING
If you believe the image of the company is good i.e. that trustworthy, reliable one then you can use that as a PR tool.
- INTERNET
This one medium has helped transform the whole business of marketing and public relations. In a way, it gives any organization the ability to promote themselves without having to rely solely on other media outlets. 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, but it should also present a positive message to nonmembers just "browsing through.". Brief descriptions of chapter history, past projects and activities, and long-standing relationships with other organizations may give an outsider a positive impression of the fraternity. Like the newsletter, information for members shouldn't just inform, it should also encourage involvement and
develop enthusiasm.
Today, this has become the most common method used for communication between fraternity members. It can also be used to promote a chapter to fellow students and others, but it should be used carefully.
- AUDIO AND VISUAL
This division includes any audio or audio/visual presentation or program which serves a
public relations objective.
1. AUDIO PRESENTATION
Any sound-only program, including telephone hot lines and other recorded
messages, radio programs, public service announcements and audio news
releases.
2. AUDIO/VISUAL PRESENTATION
Any internal or external audio-visual presentation using still illustrations, with or
without sound, using one or more projectors.
3. FILM OR VIDEO
Any film or video which presents information to an organization's internal
audiences.
4. VIDEO NEWS RELEASE
Any film or video prepared and released to the media as a news item, article or
feature story on behalf of a sponsoring organization.
- NEWS AND PUBLICITY
News is something that interests many people today. From the point of view of THE TIMES OF
“Every medium has a news standard of its own, and that is the criterion the publicist goes by in attempting to address publicity to the public through that medium.”
Ways To Make News
- Tie in with the news events of the day
- Tie in with another publicity person
- Form and announce the names of a committee
- Hold an election
- Announce an appointment
- Issue a summary of facts
- Make a statement on a subject of interest
- Bring a celebrity from elsewhere
- SPECIAL EVENTS
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