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Public Relation Summary 2

The document outlines key topics in Public Relations, including creating PR proposals, tools, press releases, media relations, and crisis communications. It emphasizes the importance of PR in enhancing brand image and trust among consumers, as well as providing a structured approach to crisis management. Additionally, it details the components of an effective PR plan and the steps for writing opinion pieces and maintaining media relations.

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pernitagupta
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6 views

Public Relation Summary 2

The document outlines key topics in Public Relations, including creating PR proposals, tools, press releases, media relations, and crisis communications. It emphasizes the importance of PR in enhancing brand image and trust among consumers, as well as providing a structured approach to crisis management. Additionally, it details the components of an effective PR plan and the steps for writing opinion pieces and maintaining media relations.

Uploaded by

pernitagupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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In this session on Public Relations, these were the following topics taught:

1. Creating a PR Proposal
2. PR Tools
3. Press Release
4. Media Relations
5. Crisis Communications

Public Relations is a necessary tool to engage your brand with the consumers and helps to boost the
image of your brand by drawing large-scale awareness. PR also creates a positive image in the minds
of potentials leads and creates a level of trust among current and potential consumers. Also, in the
event of a crisis, a PR campaign helps salvage the brand’s reputation.

The PR plan should contain:

1. Executive Summary: A high level view of the PR plan

2. Situational Analysis: A situational analysis is conducted to identify an organization’s internal


factors such as strengths and weaknesses and external factors such as opportunities and
threats.

3. Organizational goals: Here you mention what you want to achieve through this PR plan.

4. Objectives: Here you need to set specific objectives that will ensure that you reach the goal.

5. Target audience and target media: Here you identify which media your target audience
consume

6. Budget: You set budgets for the campaigns

7. Deadlines and Evaluation: You set deadlines and methods to evaluate the success or failure
of your campaign.

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Steps to write an opinion piece in the newspaper include:
1. Selecting a topic: Select a topic such that it does praise your brand outrightly but does it in a
subtle manner
2. Headlines: Use headlines which can grab the attention of the reader
3. Hook: Use startling facts to grab the attention of the consumer
4. Introduction: Give an overview of the topic that you are writing on
5. Main Point and supporting reasons for the main point: State the main points of the topic that
you are covering along with the reasons supporting it
6. Conclusion: Restate the main points such that it remains in the minds of the users

Press releases have been the most used PR tool to communicate and put across a brand’s
message to the traditional media channels. They can be created using an inverted pyramid
approach, which includes:

1. Heading and subheading: Heading should catch the attention of the reader and subheading is
used to state something unique about the campaign.

2. Introduction: The introduction should ideally be written in 30-40 words and should cover the
5 W’s and 1 H such that most noteworthy information is covered. The 5 Ws and 1 H are: Who,
What, Where, Why, When and How.

3. Body: The body should mention the specifics about your event/ campaign.

4. Conclusion: The conclusion should reinstate the focal point of the release and consist of a call
to action for the reader.

5. Company information: The last layer is the company information, which contains the “About
us” or a “Corporate summary”.

Maintaining media relations is a 4-step process which includes:

1. Media Planning: You need to identify and make a list of the media people that you need to
reach out to. At this stage, you also understand the timeline that is required for each media.

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2. Media Pre-engagement: You first need to create a media kit, which includes company
information, the press release, the agenda, any information about the event or campaign
and so on. At this stage, you also need to identify a potential spokesperson for the company
and finally, you also need to pitch to the media people.

3. Media Execution: Here you execute your PR strategy using various PR tools. You have
learnt about various PR tools earlier.

4. Media Post-engagement: The last stage is media post-engagement wherein you continue to
engage with the media and maintain relations with them such that you can work things out
when it comes to new campaigns.

Crisis Communications is a process that is spread out through two phases:-

1. Pre-Crisis
2. Post- Crisis

Pre Crisis: In the pre-crisis phase, you need to create a ‘Crisis Response Plan’, which is a 6-step
framework. In the framework, the first step is to create a Crisis Communication team, which
usually comprises senior management and is led by the CEO.

Next step is to select a spokesperson, who is again a senior member of the management and who
will be the primary and ideally the sole point of contact for any media. This person should have
complete knowledge of the situation and the company.

The next step is to monitor the crisis, which can be done through multiple ways such as social
listening tools, keeping track of media and so on.

Then comes stakeholder management, wherein you need to identify and maintain a list of both
internal and external stakeholders. During a crisis, this comes in handy since you can
immediately reach out to them to ensure that goodwill and trust is maintained.

Then comes drafting a standard message, which can be changed accordingly if and when a crisis
happens.

Post Crisis: Moving on to the post-crisis stage, you need to first develop a final message, which
incorporates information post the crisis. This needs to be sent out this message to all
stakeholders too. The second step out here is to circulate emergency contact numbers to all
stakeholders such that they can reach out in case they need any information. The third step
involves setting up a media centre, which is a one-stop location for providing information.
Finally, a post-crisis report needs to be prepared to detail out the entire incident. This can be
used in the future as a learning mechanism to ensure that such crises are avoided.

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