Public Relations Tools - Part 1

Public Relations Tools - Part -1 

Public relation is an art and to create a piece of an art we require certain tools, so in case of public relation without these tools public relations cannot be done. Whether we do public relations at our own or seek assistance from outside, it is imperative to be familiar with the tools available for public relations. 

In your daily routine life you have definitely come across one of the following:

a. product attached to a newspaper or magazine

b. leaflet distributed with daily newspaper

c. advertisements on radio and television

d. roadside display boards informing about a product

e. market places / malls where products are displayed

These are some of the examples of the different formats that are used in public relations that include oral communication, printed word, broadcast messages, and exhibitions. In other words, these are the different tools used for communication in public relations.

Main goal of public relations is:

a. to attract public attention

b. win belief

c. achieve understanding

d. earn goodwill

e. build image

Basically we can classify the PR tools, to communicate to the target public, in the following categories.

a. Print media

b. Printed and graphic communication

c. Oral communication

d. Outdoor media (electronic displays, hoardings, posters)

e. Broadcast media (radio, television, films)

f. Other media (websites, endorsements, exhibitions)

Today I will discuss PR tools used for the Print Media. 

Most of the efforts made in public relations are through forms of print media, primarily newspapers and trade related magazines. As these are usually the most visible outlet in the community.

a. 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.

b. PHOTOGRAPHS: There are usually two types of photographs in publicity portrait shots, 1. where people pose for the camera and smile, and 2. where the subjects are doing something.

c. CASE HISTORIES / STUDIES: Case studies which show a good image of the company are shared with the media / investors, community etc.

d. EDITORIALS: Without spending any money, receive high credibility, however with no control over message.

e. ADVERTORIALS: Advertisement + Editorial. It has control over message, pay less than an advertisement. It is a strategic tool, but should not be used too often.

f. INTERVIEWS / FEATURES: More often than not, press releases will not be printed verbatim. Even though your media contact will likely re-write them, possibly including additional quotes or information they research on their own. However, there are also times that a press release will encourage a reporter to do more, such as conduct a full interview with the CEO or write a feature article on an upcoming project.

g. 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 company for printing in a local newspaper.

h. ANALYSTS BRIEF: One tells about the company, what the company is doing. It is done to influence the stock buyers, analysts, employees and media.

i. 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.

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