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Public Relation Tools

The document outlines various tools that can be used for public relations communication, both internally and externally. Internally, printed tools like newsletters, bulletins, and manuals are used, as well as oral communication through meetings. Audiovisual tools like films, slides, and television are also employed internally. Externally, oral communication occurs through meetings with stakeholders, while audiovisual displays and films are also utilized. The document then discusses additional PR tools like press releases, lobbying, sponsorship, publicity from unpaid media coverage, interviews, and feature stories.

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Shaine Añasco
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54 views

Public Relation Tools

The document outlines various tools that can be used for public relations communication, both internally and externally. Internally, printed tools like newsletters, bulletins, and manuals are used, as well as oral communication through meetings. Audiovisual tools like films, slides, and television are also employed internally. Externally, oral communication occurs through meetings with stakeholders, while audiovisual displays and films are also utilized. The document then discusses additional PR tools like press releases, lobbying, sponsorship, publicity from unpaid media coverage, interviews, and feature stories.

Uploaded by

Shaine Añasco
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Basic PR Tools

1. Printed Tools of Communication

In internal communication, the following printed media are used:


- management letters to employees,
- employee newspapers and magazines,
- bulletin-board announcements,
- annual reports,
- employee handbooks or manuals,
- management bulletins for executives and supervisors,
- posters

2. Oral Tools of Communication.


Internal communication is carried on in the following oral tools:
- employee and executive meetings
- public address systems,
- open houses,
- family nights,
- new employee orientation meetings, etc

External communication is carried on in the following oral media:


- meetings with shareholders, consumers, dealers, suppliers, educators,
visits to community institutions, etc.

3. Audio-Visual Tools of Communication


Audio-visual tools are being employed more extensively in public
communication. Internal communication with employees is carried on with
the following

- audiovisual media: motion pictures, color slides and film strips, closed
circuit television, posters, maps, etc
External communication employs the following audio-visual tools: displays
and exhibits, motion pictures, sound slide films, charts, maps, posters,
slides, etc

More PR Tools

A wide range of tools is available to the PR practitioner, and the suitability


of each tool is dependent upon promotional objectives at which they are
directed. Here are more PR tools:
1. Press Release. A press release can be defined as a communication which
seeks to secure editorial space in the media, as distinct from paid-for
advertising space. Items that make for good public relations include:
new products, new scientific discoveries, new personnel, new corporate
facilities, annual shareholder meetings, community service activities.

2. Lobbying. Professional lobbyists are often employed by a company in an


effort to inform and hence influence those key decision makers who
may be critical to its success.

3. Education and Training. In an effort to develop a better understanding -


and hence liking - of an organization and its products, many
organizations aim education and training programs at important target
groups.

4. Exhibition and Shows. Most companies attend exhibitions not with the
intention of making an immediate sale, but to create an awareness of
their organization.

5. In-house Journals. By adopting a news based magazine format, the


message becomes more credible than if it was presented as pure
advertisement.
6. Sponsored Events. Sponsoring events can also serve as an important
public relations communication tool. Sponsorships run the gamut from
supporting local community events to sponsoring global events such as
the Asiad and Olympics competitions. Partnership

7. Publicity. Publicity is unpaid-for media exposure about a firm's activities


or its products and services. Publicity that appears in news. stories on
television and radio and in newspapers and magazines assumes an air of
believability because of the credibility of the media context.

8. Interviews and Conferences. Often, interviews and press conferences


can be highly effective as a communication tool in a crisis management
situation. But firms have also successfully called press conferences to
announce important scientific breakthroughs or explain the details of a
highly corporate expansion.

9. Feature stories. While a firm cannot write a feature story for a


newspaper or televise a story over the local television networks, it can
invite journalists to do an exclusive story on the firm when there is a
particularly noteworthy event.

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