Online Types of Public Relation Tools Tutor & Homework Help
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Types of Public Relation Tools:
There are various tools available which help a marketer maintain good public relations.
He may hire professionals for this purpose or do it by himself. The key is to understand
his target audience or consumers and accordingly use one or more public relation tools.
The various types of public relation tools available to him are:
- Media Relations
- Media Tours
- Newsletters
- Special Events
- Speaking Engagements
- Sponsorships
- Employee Relations
- Community Relations and Philanthropy
Media Relations
Media relation techniques are used to promote company and its products to the various
media channels like T.V, newspaper, magazine, internet. PR professionals try to earn
media attention by pitching interesting facts about its product, interesting customer
feedback stories, news from the company spokesperson etc. Media is not paid for publishing
these stories. Good stories get media placements.
Media Tour
Products and services are often launched by marketers with a media tour. The company
spokesperson or someone hired by the company, an expert or even a celebrity whoever has
credibility with the consumers can be employed for the purpose. This spokesperson travels
to target cities and spreads the word about a product or service. He is usually booked for
T.V, radio shows or newspaper, internet interviews in these cities. Media tours are very
successfully employed for book releases. The author travels around the country to promote
his book. He may include in his tour events like book reading and autograph signing.
Newsletters
Newsletters are used by marketers to maintain regular communication with their current and
potential customers. These newsletters can be sent through regular mails or e-mails. These
newsletters contain interesting information, product details, new launches etc.
Special Events
Special events are often performed to catch the media attention and arouse public interest.
Stunts like building world’s largest ice-cream sundae during National Ice-cream Month will
attract both journalists and consumers. Regional agriculture is often promoted by events
like strawberry festival. The PR professional must ensure these events convey the desired
message and not tarnish the company image.
Speaking Engagements
Company experts speak in front of industry conventions, trade association meetings, and similar
groups and showcase their expertise. They do not always indulge in product or company promotion
but speak on topics that will be relevant and interesting to target customer groups. The only
mention the company may get is through the speaker’s biography. However good speaking engagements,
in front of correct target audience, provides brilliant customer leads.
Sponsorships
Sponsor is an individual or a group that supports an event, activity, person etc.
through money or some form of product or services. Sponsorship is used to build
goodwill and brand recognition. Companies keep in mind their target audience and
budget before indulging in sponsorship activities. There are various events happening
all the year round, nationally and internationally which provide marketers with
sponsorship opportunities. The range is as wide as from a local art gallery to FIFA.
A company may provide equipments for a sporting team in exchange for brand recognition.
Sponsors also pay for parts of television broadcasts which bear the name or logo of their
company. Sponsorship has lost its hold on television in the U.S. Advertisements have taken
its place quite successfully.
Employee Communication
Companies are deeply concerned about employee communication. The employees are kept abreast
with the developments of their company, information on new or existing products, sales
incentives etc. This is done through printed newsletters, e-mails, intranet etc. In various
organizations there exist PR departments for this purpose.
Community Relations and Philanthropy
Companies believe in fostering good relationship with the community. A positive relationship
with the consumers has various benefits. Company benefits in times of crisis, bad publicity,
problems arising due to product failure or mismanagement. Companies indulge in various community
service programs. It donates for charitable trusts, helps in building of schools, parks etc.
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