Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 3 : Models, Process and Tools of PR in Public, Private and Government Sector

Public relations tools

Tool	Function		Remarks
I Publicity media
Newspaper (Regional/Regional language)	Where one way communication is sufficient. Reference is possible. Easy to catch the attention of the reader. Reputation of the newspaper is useful in disseminating information. Govt, public and private sectors and non-profit organizations use columns to disseminating information.
Magazines	Attractive in appearance, excellent reproduction quality and longer life span. Can be kept for reference.
News releases	News from organizations also known as press releases The most common type of publicity media		The cost per reach depends on circulation figure among the target group
Editorials/ articles/ features	News worthy material on special events, landmarks achieved and major policy changes or controversial issues could serves as theme for editorials Features are ideal tools to talk about a common problem and suggest their product as solution.
Letters to the editors	Used to forward the views of an organization to inform people to correct wrong impressions.
Television	Has great force and scope as a publicity medium. Impact is persuasive, worldwide and powerful Non-profit org. use Doordarshan a non-commercial organization to publicize their activities. Demonstration is possible (seeing is believing). Cost per reach may be less. Quick access to the mass population. Regional Issues can be better covered. Appropriate channel selection may result in better response.		Availability and use of Television. Cost factor Production factors
Radio	Easy to reach Useful in disseminating voice to transmit celebrities (remark or command). Relatively inexpensive (cost per each)		Availability and use of Radio
Filters	Can be used for external and internal public Pr should provide guidelines on the aim of the film, content, length, presentation information about the target audience. Could be used for training and build motivation among employees, educating consumers, achievements, safety precautions
Video	Playing back and reshoot on the same film is possible Can be used for many languages and updated		Equipment is delicate and needs professional skill Shorter life span
New technologies Email, Facsimile Teleconference	Used in corporate communication for exchange of information World wide access to specialized information
II Oral communication
Meetings	Coming together of two or more persons. Planned by sending agendas and enable them to prepare for a meeting. Chairman must initiate, direct and control the discussions.
Speeches	Formal speeches are quickest ways of communication Content should be news worthy and of public interest.
Spoken Word	The Grapevine: The grapevine is not a formal or controlled medium, but word-of0mouth which is often the quickest		Need careful attention
III Printed Literature
House Journal	A company publication aimed at its employees and other target groups It can be internal or external or combination of both. Two types of house journal i.e. external and internal Internal journal is effective in employee communication. External journal is aim at some segments of publics like dealers, shareholders Third type is combination of both Primary objective is to create a forum for exchange of thought and vision issues of organization and employees.
V Media relations
Press conferences		Used as a occasion for the release of news simultaneously to all media, provided the subject is newsworthy like policy change, launch of new product etc.	Needs good rapport with persons
Press briefings		Are informal and don’t require elaborate arrangements Can be proactive – informal briefing by the spokesperson with written statement to void misquotation Can be reactive – press person seeks audience with the spokesperson for seeking clarification.
Press tours		More elaborate arrangements are required as it may involve transporting the party to a long distance.
VI Exhibition & Displays		Create or maintain a specific perception of the organization. Maintain contact with important audiences. Range from international trade fairs to local activities Show depth and breadth of organization’s operations. Generate inquiries for more information.	Need space and expensive Feedback for evaluation
VII Open days		Open house is a tool to build rapport with the community where the planet is located. Mostly for employee families to visit the product Processing on a few chosen days in a year.
VII significant events		A situation designed to influence opinion such as anniversaries, reception grand opening product introductions, etc.
IX Traditional media
Puppet show		Possibility of concept telling through stories. Cheaper than drama People will identify themselves with the character.	Concept of action duration
Folk drama		Possibility of concept telling through stories. Mass (people) will identify themselves results (emotion based)	Cost factor Space