Scribd
Upload
110 views

Tools and Media

This document discusses tools and media for publicity and public relations. It outlines various types of publicity like news releases, feature articles, and financial publicity. It also discusses avenues of communication, which include personal contact, press conferences, mailing releases, and more. Finally, it examines evaluating publicity through metrics like column inches as well as conducting readership surveys for a more complete analysis.

Uploaded by

Sarita Karsija
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
110 views

Tools and Media

This document discusses tools and media for publicity and public relations. It outlines various types of publicity like news releases, feature articles, and financial publicity. It also discusses avenues of communication, which include personal contact, press conferences, mailing releases, and more. Finally, it examines evaluating publicity through metrics like column inches as well as conducting readership surveys for a more complete analysis.

Uploaded by

Sarita Karsija
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 11

TOOLS AND MEDIA

SARITA KARSIJA

MEDIA RELATIONS AND PUBLICITY


PUBLICITY MEDIA
Newspapers Major medium of publicity Read by millions Enjoy reader confidence Influence public opinion Appear regularly Intensively cover local and regional areas. Magazines Important medium for product news, feature stories and pictorials publicity Radio and Television Broadcasting Carry great significance and are considered reliable sources of news.

TYPES OF PUBLICITY
News Releases Most common type of publicity. 2 categories: 1. Spontaneous news publicity: It originates from an unplanned event, such as a strike, major accident, fire, explosion, flood etc. 2. Planned news publicity: It originates in the day to day developments and occurrences within organizations. Business Feature Articles also known as trade press stories or case histories. It defines problems common to an industry and describes solutions to these problems by a particular concern that uses the product of the company preparing the publicity. Service Feature Article It provides readers with information, advice and suggestions on home decoration, fashion, health, food, travel, home management, child care, beauty, gardening, books and many other topics.

Financial Publicity Financial news releases feature dividend declarations, mergers, annual and quarterly reports, annual meetings, new products, research developments, capital expenditures, important orders, executive personnel changes, and other financial news. Product Publicity News of new products, product improvements, new product applications, and product performance are subjects of product publicity. Pictorial Publicity It meets the growing demand for newsworthy, unconventional, or original still photography by newspapers and magazines. Background Editorial Material Background material is released on labor walkouts, special events, new facilities, disasters, anniversaries, executive personnel changes, and other newsworthy happenings. Emergency Publicity To ensure proper handling of media relations during an emergency , the public relations department should prepare, in advance, a carefully considered emergency publicity program.

AVENUES OF COMMUNICATION

Personal Contact
Press Conferences Mailing of News Releases Media Previews Clip Sheets Publicity Distribution Services

EVALUATING PUBLICITY
The usual way of evaluating the effectiveness of the publicity of a company is to measure the number of column inches of company news published by newspapers and trade, technical, and business magazines. However, a more conclusive measurement of the effectiveness of publicity is essential, and surveys of publicity readership, similar to those employed in appraising the readership of advertising, are needed to give more conclusive evidence of the impact of publicity on public opinion. Media Relations Policy A clearly stated media relations policy is the basis for developing good relations between an organization and reporters, editors, feature writers, columnist, and radio and television newscasters. Organization for Media Relations Responsibility for media relations lies with those who determine policy that creates news and those who execute policy, as well as with those who meet the press.

ORAL COMMUNICATION
FEATURES Most effective and least expensive medium. Informal as well as formal Two way process Internal as well as external

FORMS OF ORAL COMMUNICATION oFormal speeches oRound table conferences oPanel discussions oQuestion and answer discussions oInformal conversation oDemonstrations

ADVERTISING
o

Major public relation tool used to communicate with both internal and external publics. Referred to as institutional or corporate advertising PRINCIPAL OBJECTIVES

1. 2.

To create a favorable image of an organization. To correct misconceptions.

3.
4. 5. 6. 7. 8. 9. 10. 11. 12.

To secure and keep good suppliers.


To arouse the interest of stockholders and the financial community. To win the goodwill of community neighbors. To inform government officials.

To develop the goodwill of dealers.


To win the goodwill of dealers. To win the goodwill of employees. To inform and serve consumers.

To improve labor relations.


To render a public service.

MEDIA OF PUBLIC RELATIONS ADVERTISING


1.

Newspapers Magazines Radio and television Direct advertising Outdoor and transportation advertising Motion pictures and specialty advertising

2.

3.

4.

5.

6.

PUBLIC RELATIONS ADVERTISING THEME

The institutional theme

It describes how a company recognizes its social responsibilities to the public by contributing to charitable and educational activities.

The public service theme

Offers solutions to problems like highway safety, racial relations, youth fitness, mental health, equal employment opportunity, and crime prevention.

The economic theme

Seeks better public understanding of how the business system operates and the advantages of free-enterprise system.

The labor relations theme

To bring about a better understanding of company policies, problems, and practices, employee services and benefits, employment stabilization, and equitable wage rates.

The special event theme

Used to invite people to special event, such as an open house, a stockholders meeting, special display of or exhibition.

You might also like