When you call, be precise, brief, and clear. Conflict – a conflict between people and interests is always a good story in the media. The familiar logo of Ambuja Cement, Logo of LIC, our national flag, Desh Ki Dhadkan slogan by Hero Honda, and uniform of Indian Military are a few examples. Content Filtrations 6. We use cookies to improve your website experience. The news stories must be interesting, attention getting, timely, and written well as per press media needs. Facebook and Twitter break news and searching on Google is a simple way for potential clients to identify new service providers. After analyzing various relevant factors, suitable means/tools should be selected. A good way to communicate with the press is to send a press release to relevant journalists and editors. include a survey and tell about the results (if none exists you can create and perform your own survey), be sensitive to the perspectives and trends in your market, Guidelines for Publishing in ManageMagazine, Be a Co-Creative Partner of ManageMagazine, Creating Moments of Magic during Moments of Misery by Delivering the Right Elements of Value, Develop your Project Leadership Skills in the New Year, How to Map a Simple and Successful Social Media Strategy, Why the Advertising Industry should Cheer Rules on Gender Stereotypes, Importance of Communication Skills for Leadership and Management, Closing the Loop of Circular Economy for Corporate Sustainability & Responsibility, Building Bridges Between Theory and Practice, Creating ‘Moments of Magic’ during ‘Moments of Misery’ by Delivering the Right Elements of Value, 5 Most Popular Leadership and Management Articles in ManageMagazine 2017. You need a plan before you approach the press. In this article, I will introduce you to the basic PR and communication tools and provide inspiration for enhancing your own successful PR efforts to tell your company’s good stories. What channels and/or media do they read, watch or listen to? Prohibited Content 3. This has a great effect on the company’s ability to attract and keep employees. Register to receive personalised research and resources by email. How do you connect with your audience? Thus, choosing appropriate tools or vehicle is one of the important decisions of PR/MPR. However, if you are in a company you should be careful not to try to cultivate the conflict, especially if it does not benefit the business. It can draw public attention toward new products, other activities, and achievements by arranging special events. Promotion can be launched directed at consumer or trade. A company spends considerable amount for arranging events, hiring space and time of mass media, preparing and delivering speeches, and carrying out various activities in the interest of common public. If you do not find the information on the website give the editorial department a call. Your supporting photos and illustration materials should underline this professionalism. 4, No. Cost of audio-visual and multimedia materials is greater than printed materials, but audiovisual media have comparatively more impact on the audience. for interviews, if you do not deliver, Don’t exaggerate and write advertising language or write about a nerdy topic in a geeky language, Don’t send the press release to a media for which it has no relevance, Add the press release to your website and upload it to your social media channels, Supply links to media reports from your website, Adapt the text for use in your promotional materials. READ ALSO: Develop your Project Leadership Skills in the New Year. You should carefully consider what media your customers and potential customers are currently influenced by. It is a form of communication that typically attempts to persuade the potential customers to purchase or consume more of a particular brand of product/services. After proofreading the text, you need to provide a good photo or illustration that will underline your main message. Proximity – the story must be relevant or close to the recipients. PR provides a positive perception that advertising campaigns can exploit. Journalists choose their stories based on a number of news criteria, which are important to know. Generally, PR has higher credibility than advertising/ marketing because independent media presents your news story as ordinary editorial material. Today it is a big problem for a company if it is obscure or receives no recognition. In a press release you need to write the most important information at the top of the text, that is you put the conclusion at the top. Disclaimer 9. To reach the online audience, PR specialists use the digital forms of press releases and … Public Relations can be one of the most cost-effective ways to communicate your value to your target audience and market. Marketing PR as a Marketing Tool: Saucony's Winning Strategy Leading athletic shoe company shares its impressive recipe for successful branding and customer engagement via PR. He has more than 25 years of professional experience in PR and Communication in companies and organizations. People tend to believe to a much higher degree what they read in newspapers and magazines, and what they see on TV and listen to on the radio over what they read and see in an advertisement. (1975). These events may include news (press) conferences, seminars, exhibitions, contests and competition, sport and cultural events sponsorships, anniversaries, etc. They may be known as visual identities. It is crucial that you try to think like a journalist. These all publications reach the shareholders, general public, employees, customers, traders, etc., and can create a good image. Advertising as a Public Relations Tool: A Distinction without a Difference? Your media tools might include releasing media statements and fact sheets, offering on-site media tours to encourage journalists to report positive messages about your business, and using social media to get the attention of journalists and track journalists who report in your market. So, get in touch with the media and tell your company’s story. Create a headline that summarizes the text’s main message, Begin with a summary to provide an overview, Present the points that are the most important to your readers first, Elaborate on your story in two to three short independent sections, Include a Quote indicating the name and title of the person speaking, Provide contact information and links to additional information at the end of the text, Don’t send the press release to an editorial that does not cover the subject matter your news story is about, Don’t let the press release convey that it is part of a PR campaign, Don’t promise exclusivity – e.g. If your story does not meet any of the journalistic news criteria mentioned below, it stands no chance of being mentioned. Journal of Advertising: Vol. Each of the tools has its merits and demerits. Typically you can find the e-mail addresses on the media’s website. READ ALSO: Why the Advertising Industry should Cheer Rules on Gender Stereotypes. A company should use the most suitable tools for successfully establishing public relations with various parties concern. Public relations programme of a company consists of various decisions, such as establishing objectives of public relations, choosing message and vehicle, implementing the marketing public relations, and evaluating marketing public relations. Trade incentive could be price off, free goods and allowances. Advertising is what you pay for, publicity is what you pray for. Various media are used for market public relations. The more people your news story affects, the more significant it is. Sensation – content is about the unexpected or the unusual. Just by looking these visual identities, one can easily identify the company or its products. These types of activities can contribute tremendously to popularize name of the company and its products. Choose one journalist or send it to the central news desk if you can not find the journalist who is covering your topic of interest. Privacy Policy 8. A company uses advertisements in forms of signboard, hoardings and wall-paints. State your main message. When you are in contact with editors and journalists avoid the following – if you want to maintain a good relationship with the media: When you have written and released your news story you should re-use and expose it in your own media channels: A PR effort can certainly get your company exposed in media where prospects and customers will notice it. In many cases, a good photo will help your news story in the media, as “every picture tells a story…”. PR professionals find or create favourable news stories about the firm, its products or its people. Before publishing your articles on this site, please read the following pages: 1. 3099067 Which tool is to be used depends on the overall suitability of the tool on one end, and policy decision of company management on the other end. Publications include publishing the annual reports, brochures, articles, company’s newsletters, pamphlets and magazines, diaries, calendars, and audio-visual materials such as films, slides-and-sounds, video and audio CDs. Who is your target audience? Just ask why and learn from the experience. Check the media’s website for the specific editorial department’s contact information. Compared with advertising, PR is a relatively cheap tool to expose your company’s products and services to potential clients and customers. PR is a great marketing tool when used in the proper manner. Promotion is an incentive tool used to drive up short term sales. Blogging. In principle, your news story will be basically the same whatever media you are approaching, although you will see differences in how editors on trade journals and editors on national news desks respond to your story. Content Guidelines 2. Such activities involve running schools, colleges and charity-based hospitals, tree plantation programmes, organizing medical/vaccination camps, events for offering charity or donation publicly, preparing and maintaining gardens for general public, taking villages as datak, provision of potable water at public places, etc. Now you are ready to launch your press release. You might also want to use the opportunity to provide additional information to add value to your story. Do not spam the press release to all journalists on one media. use documentation such as figures, statistics, case studies, examples, etc. Do not push the editor too hard if he or she turns your story down – that happens every day! The journalist delivers the message, not you and your company. Mostly, decision on public relations tools is taken after due consideration of relevant variables stated in the beginning of this topic. What is Delegation in Management and How to do it Effectively? How to Lead, Manage and Motivate Knowledge Workers, 8 Complexity Management Strategies that will Help you Cope, Henry Mintzberg about some Half-Truths of Management. Christian has his MA in Danish Literature and Religion from the University of Copenhagen and has studied journalism at Washington State University. Al Ries & Laura Ries (2002): The Fall of Advertising and the Rise of PR; Harper Business. Communication Adviser and owner of Added Value Communication based in Denmark. Using these all tools, the company tries to provide information on its products, services, facilities, schemes, achievements, etc. 5 Howick Place | London | SW1P 1WG. This tool includes various activities directed for the public welfare or interest. By developing good media contact lists and building relationships with key journalists to pitch media rel… Registered in England & Wales No. Public Relations (PR) and Communication have been academic disciplines and corporate functions for decades. For example, Coca-Cola has sponsored the World Cup. But besides this visibility, other benefits include that you reinforce who you are and what you do, people notice you are active in the market, you enhance your company’s image and reputation, your employees gain pride and feel recognized and you might even impress clients, bankers, and investors. 11-14. For example, it could be an initiative that affects people in the local area positively.