14919_public Relation 1

8/8/2019 14919_public Relation 1

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PUBLICPUBLICRELATIONSRELATIONS

PUBLICPUBLICRELATIONSRELATIONS


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Meaning & DefinationMeaning & Defination

Management function evaluating public attitudes,identifies the policies & procedures of an organisationwith public interest & executes a prog of action to earn

public understanding & acceptance.

Art of social science of analyzing trends, predictingtheir consequences, counselling org leaders, andimplementing planned progs of action serving both

organisation & public interest.


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Public RelationsPublic Relations

4 Stage Process4 Stage Process

FactFinding ( Research & Analysis )

Planning ( Policy formulation )

Programming & Communication

Evaluation ( Feedback ) & Assesment


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Key Words in PR

Delibrate

Planned Performance

Public interest

Two Way communication Management function


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Elements in Public RelationsElements in Public Relations

Two Way Communication.

Mutual Understandingo Inward Activity

o Outward Activity

Social Responsibility


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Role ofPublic RelationsRole ofPublic Relations

INSTITUITIONS :

Business

Trade Unions

Government agencies Religious Institutions

Hospitals

Foundations

o ( Employees, Members, Consumers, Local communities &society at large)


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EthicalAspects

Acts classified as Unethical Suppressing Unfavourable news

Misrepresenting Facts

Undercutting a competitor

Promising results which cant be obtained.

Proposing to serve a cause but actually serving someother interests.

Use of undesirable methods towards pressuring editorsfor carrying publicity materials.


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PracticalAspectsPracticalAspects

Information Inform the public

Persuasion Changing publics attitude


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Nature & ScopeNature & Scope

ofPRofPR

Task promoting goodwill between firm/

institution and community at large throughdissemination of information.

Helps in providing feedback from public to themanagement.

Evaluates public attitudes, identifies policiesthat interests public.


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Principles ofPR

Trust in integrity

Sound Moral Base

Appropriate dealing

Solving information overload

Elasticity & adjustment

Choice of tools

Knowledge of new technologies

Social Upsurge Awareness of international changes


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Trust in Integrity He should be trustworthy. He is

required to be what he represents himself to be. Bothbusiness as well as public interests are to be kept inmind.

Sound Moral Base Should know :

Whats the msg ? To Whom ? How ? Purpose ?

Appropriate Dealing should deal differently withdifferent people depending upon their mental make up

& background. Should know the history, culture,philosophy and social conventions of society it serves.


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Solving Inf Overload Inf overload is same audience

having communication from diff interest groups. PR

person should be carefully placing specific PR msgs.

Elasticity & Adjustment PR practitioner should

keep in mind the international trends. In situation of

rapid flux & revolutionary changes, elasticity &adjustment are imp.

Choice of tools Different tools for capturing

attention such as Speeches, Films, events, displays,

Exibitions, Symbols & Dramatizations


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Knowledge of new technologies Firstly need to

know new technologies, secondly need to learn to

apply these tools for good of community

Awareness of International Changes PR

practitioner should have full knowledge of

communication technology, political awareness,economic aspects and social equality.

Social Upsurge PR practitioners should help free

governments to improve the condition of commonman thru use of communication satellites, TV , radios.


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Public Relation Deptt

Name of department

General name : Corporate Communications

Other names :

o Public affairs,

o External affairs,

o Corporate relations,

o Corporate affairs,

o Community Relations


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Organization Structure of deptt

Head Executive

Manager/ director/ Vice President

Different sections under deptt

Media relations, Investor relations,

Governmental relations,

Community relations,

Consumer affairs Each section has a manager


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Line & Staff Functions

Line Manager such as VP can delegate

authority, set production goals, hire employees

& directly influence work of others.

Staff Manager Little / No direct authority,

Indirectly influence the work of others thru

suggestions and recommendations.


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Acc to Accepted Management theory, PublicRelations is a Staff function.

Public relations people are expert in

communications , even line & top managersrely on them to use their skills in preparing

and processing their data, making

recommendations and executing programs to

meet organization objectives


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Sources of Friction Other staff functions apart from Public

Relations are also involved in communicationprocess with internal and external public.

4 areas of Friction are

Legal

Human Resources

Advertising Marketing


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Areas of friction Human resources Human resource

personnel think that they should control the

flow of information. Advertising Advertising & Public Relation

deptt often collide because they compete for

funds to communicate with external audience.

Advertising approach to communication is will it increase sales?


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Legal Legal staff is concerned about possible

effect of any public statement on current or

potential litigation. Lawyers often frustrate

public relation personnel by taking attitudethat public statement can potentially be used

against organization in a lawsuit.


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Marketing Marketing tends to think only ofcustomers or potential buyers as the publics

whereas the Public Relation defines public in a

broader way any group that can have animpact on organization. These groups include

governmental agencies, environmental groups,

of others whom marketing would not conside

customers.


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Services provided byPR firms Marketing communications Promotion of products

Research & evaluation - Surveys for public attitudes

Media analysis Which appropriate media to be used ?

Executive training Coaching of top executives

Crises Communication In emergencies

Events management Conferences, rallies conducted

Branding & Reputation advice for companys

reputation Financial Help management to avoid takeover by

another firm


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Advantages ofPR firms Variety ofSkill & Expertise Specialists in firms

Extensive resources abundant media contacts,research material, data information banks andexperience.

Offices throughout the country National &International levels

International jobs handling corporate sponsorshipissues.

Special problem solving skills extensive experience

Credibility Solid reputation for professional & ethicalwork.

Objectivity Can analyze clients needs from newprospectives and offer fresh insights.


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Disadvantages ofPR firms Costs expensive

Need for full confidence

Lack of full time commitment Many clients with one

firm

Resentment by internal staff questions their ability

for work

Need for prolonged briefing period Need time &

money by firm to research and make

recommendations.


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5Objectives ofPR Communicator Message exposure PR personnel provide materials to

mass media and disseminate other messages thrucontrolled media.

Accurate dissemination of message Basic

Information provided. Acceptance of msg Audience not only retains the msg

but also accepts it.

Attitude change Audience not only believes the msgbut also makes a commitment to change behavior

Change in Overt behavior Members actually changetheir current behavior or purchase the product anduse it.


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Communication Elements

Encoder ( Sender )

Message

Channel

Decoder ( Receiver )

Feedback


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Paying attention to msg PassiveAudience

- Individuals in this category only pay attention to the

msg because it is entertaining and offers a diversion.- Passive audience needs messages that have style and

creativity.

- Audience must be lured by photos, illustrations andcatchy slogans.

-Dramatic picture, use of celebrities, radio andtelevision announcements, events featuringentertainment attracts this audience.


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Activeaudience

- These people are already at the interest stage ofadoption process and seek more sophisticatedsupplemental information.

- Seeks more detailed information

- Detailed info from companys website/ brochure.

- Indepth newspapers and magazine articles.


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Other attention getting concepts 5 senses sight, hearing, smell, touch, taste.

Most effective TV and films as engage sight andhearing.

Radio relies only on sense of hearing Print Media rely only on sight

83% of learning thru sight. 11% for hearing.

Communication strategy should include vehicles of

communication designed to tap senses of sight orhearing or combination of two.


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Cont. PR should understand that the audience

attention is highest in the beginning of

message.S

o major points in beginning andbalance points later.

Another technique - to begin a message with a

statement that reflects audience values &

predispositions. This is called Channeling.


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Understanding the msg Effective use of language Words, language, factors

such as education, social class, regional differences,cultural background.

Writing for clarity

1. Use symbols & slogans

2. Avoid cliches, hype words

3. Avoid Euphemisms ( negative, inoffensive,

unfavorable words )4. Avoid discriminatory language ( gender, racial )


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Believing the Msg Source credibility

Whether source is honest and credible.Whether source is expert and knowledgeable

Context of message Sleeper effect Audience register more

constant change if they perceive source to behighly credible in first place.

Involvement ( Interest / concern for an issue )of audience.


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Factors affecting Adoption Process Relative advantage

Compatibility

Complexity Trialability

Observability

--- PR communicator should be well aware of these factorsand attempt to implement communication strategies.


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Time for adoption People approach innovation in different

ways

Innovators Early adopters

Early majority

Later majority

Laggards


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Short history of Public Relations Origin

Queen Elizabeth of England took throne in 1558 at ageof 25 yrs had no previous administrative experience.First thing she did was to appoint people for theirability without regard to their background. Thesededicated body of men were not only heradministrators but also her public relation men. Themain obj of these men were to tell people what thegovernment was trying to do. Elizabeth herself took

interest and listened to complaints of her subjects andexplained what she was trying to do.


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First stage of PR begins with USA to which world owesthe modern development of PR. PR began in America

in 16th century when Sir Walter persuaded people tosettle in rural Virginia.

As in many countries, PR in India passed thru manyphases as profession has developed to meet changingneeds.

Long before the newspapers and other medias cameinto scene. Great men spread their msgs throughoutthe country thru traditional media of communication.

Mahatma Gandhi , greatest communicator used prayer

meetings and Pad Yatras as vehicles to convey his msg. History of ancient India shows that our kings also felt

the need to have good public relations and they weredoing efforts to influence public opinion by appointingPR men.


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Post Independence period

--- As a result of independence and emergence of newpolitical, social, economic and cultural institutions, PRactivities developed. New programmes were broughtout and several media came into existence

--- Government of India felt the need to inform the

masses of its policies & programmes in all spheres ofnational development in order to win publicconfidence & cooperation. Ministry of Information andBroadcasting set up different departments such asPublication divisions etc


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The Perception PUBLIC refers to any group of people who share a

common interest.

- Internal Public : Some publics like employees of a

company having common interest : good pay,companys stability etc

- External public those who buy the product or service

of the company.

- RELATIONS is outcome of mutual understandingderived from process of sharing of common interest.

- Integration of these 2 human elements PUBLIC &RELATIONS we get PUBLIC RELATIONS.


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News Release A simple document whose primary purpose is

dissemination of information to mass media

such as newspapers and magazines

Great deal of information that we read in

newspapers & magazines originates from news

release prepared by public relation

practitioner on behalf of client/ employer


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Planning a news release What is the key msg?

Who is primary audience for release?

What does target audience gain fromproduct/ service?

What objective does release serve? Is itto increase sales or to enhanceorganization reputation?


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Content ofNews Release Inverted pyramid structure

Leading paragraph is integral and most important part

First paragraph summarizes most important part of

story and succeeding paragraphs fill in details in descending order of importance

3 reasons for inverted pyramid structure :

1. If editor doesnt find anything interesting in beginning,it wont be used

2. Readers always dont read the full story

3. Editors cut stories from bottom.


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Guidelines for content of

News Release Double check all information

( spelling, grammatical mistakes )

Eliminate boldface and capital letters Include organization background

Localize whenever possible.


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PublicityPhotos Clich is that a picture speaks more than a

thousand words

People read more of pictures than the articles. Like press releases, publicity photos are not

published unless they appeal to media people.

Professional photographers should be hired by

organizations.


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Examples ofPublicity photos


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Content ofPublicity photos Quality ( Contrast and sharpness )

Composition ( Tight shots, minimum background,emphasis on details, not whole scenes )

Action ( not static , doing sumthing like talking,laughing, gesturing )

Scale

Camera angle ( interesting angles like taking photo of atall building from down )

Lighting ( background imp ) Color ( attractive )


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Fact Sheets Fact sheets are often distributed to media as a

part of media kit or with news release to give

additional background information about the

product, person, service or event

Usually one to two pages in length.


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Cont.... Fact sheet about an organization may use headings

that provide :

1. Organization full name

2. Products/ services offered3. Its annual revenues

4. Number of employees

5. Markets served

6. Position in industry7. Names and one paragraph biographies of top

executives


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Media Kits Media kit also known as press kit is

usually prepared for major events and

new product launches. Purpose is to give editors and reporters

variety of information and resources that

make it easier for reporter to write aboutthe topic


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Basic elements of Media Kit Main news release

News feature about development of product

Fact sheets on product, event or organization

Background Information Photos & Drawings

Basic Brochures

Biographical material on chief executives

Contact info such as email address, web sites,phone numbers


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Contents of Media Kit are traditionally placedinside a custom designed folder

Folder will vary based on size of budget.

Typical media kit folder is 9 by 12 inches and

hasfour surfaces a cover, 2 inside pages withpockets to hold news releases and a back covercontaining name of organization.

Another common feature is to have a slot oninside page that holds a business card of public

relations contact person


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Ex of Media Kit ( Crayola )


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E Kits Compiling and producing a media kit is time

consuming and expensive. Hence E kits.

Much of the cost is in printing of media kits.

End of paper media kits. Hence Internet kits. Instead of bulky folders stuffed with printed

information, trendline is for putting all information onorganization online newsroom or on CD.

Advantages Easy storage, ability to forward, Added

features of video and audio, easy conversion to anydesired format, Web links


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Pitch Letters PR practitioners will write a short letter or note to the

editor to grab the attention which is called a pitch.

PR people also use pitches to ask editors to assign a

reporter to a particular event, to pursue a feature angleon an issue or trend, or even to book a spokesperson

on forthcoming show.

Best pitches show a lot of creativity and are successful

in grabbing attention of editors.


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Distributing Media materials

News releases , photos are distributed thru 5major methods

1. Mail2. Fax

3. Email

4. Electronic news services

5. Online newsroom


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Mail First class mails/ express shippers such as DHL/

Fedex. Slower in nature. Its yet not a paperless society. Fax Fax M/C used to give one page media alert about

an upcoming event. A fax is quick as a telephone and

has advantage of providing information in both written

and graphical form. Email mostly editors receive PR stories thru emails.

Not to send attachments unless requested specifically.

Keep it short. Continually update email addresses. Use

bling copy distribution. Use extended headlines which

gives key msg or point of news about organization.


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Electronic news services thru electronic wireservices. 2 major newswires are Business Wires and

PR newswires. No paper is involved. The release isautomatically entered into appropriate databases &search engines which can be accessed not only byeditors and reporters thoughout the world but also thegeneral public.

Online Newsroom An online pressroom is front doorto the company. Most major organizations havepressroom as a part of their website.With a few clicks,a journalist can access everything from organizationexecutive profiles to most recent news.They also can

download high resolution photos and graphics, videosand background material such as annual reports.


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Media Tours 3 types of media tours

Most common is a trip during which editors &reporters are invited to inspect a companys

manufacturing facilities in several cities. Organizationspends for transportation and housing the reporters.

Second type is familiarization trip. They are offered totravel writers and reporters by tourism industry.Major resorts pay all expenses in hope that writers will

report favourably on their experiences.Third type is which is used in highly technologicalindustries. The organizational executives travel to keycities to talk with editors. A hotel conference roommay be set up for discussions.


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Press parties This gathering may be a luncheon, dinner or cocktail

party.

This may be launch of new product, a brief policystatement followed by question and answer period, or

merely a soft sell thankyou to the guests for comingand giving the host an opportunity to know thembetter.

Guests are usually given press packets of informationeither when they arrive or when they leave.

Adv is that during party host ie organization peoplecome to know about the people who write, edit orbroadcast the material about them.


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House Journals The House journal is one of the oldest forms of public

relations, with the Americans being pioneers of thismedium.

House journals have been given a variety of names,such as newsletters, employee newspapers andcompany newspapers, but, in effect, they carry out thesame function.

It is a periodical publication which tries to establish

regular communication between an organization andits employees and other public.


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Cont.. There are also two distinct kinds of house journal:

internals for staff and externals for outside public.

INTERNAL HOUSE JOURNAL

In small organization owner calls his employees andtalk face to face but in large organization, directcommunication is difficult and msgs are conveyed thrucirculars ie house journals. It makes him feel secure.

Purpose is to improve morale of employees, create

favorable climate for working and promote andprovide opportunities for creative expression.


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Cont.EXTERNAL HOUSE JOURNAL

PRO should examine whether his organization reallyneeds a house journal. A company may be small but itsexternal public may spill over several countries.

It would be necessary for the company to be inconstant touch with its clients and inform about itslatest products.

Point to be stressed is that house journal is not a status

symbol that every PR deptt should have but activities,size and objectives of organization will decide whethera house journal is required or not.


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EXHIBITIONS Aim is to either boost up sales or to project the

activities or corporate image to the organization or to

develop contacts with similar other bodies in country

and abroad in specialized fields or to earn goodwill ofpeople or of section of community.

Offers an excellent opportunity for personal contact

with clients customers, consumers or dealers.

Most of the queries can be answered on the spot andothers noted up for follow up action.


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PR will like to motivate

visitors : To think well, speak well and write well about

the organization

To prefer relation with his organization as aconsumer or a dealer


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PR likes visitors to his stall for

giving following impression : Organization renders useful service to

community

Looks after its workers

Managed by honest, reliable and energeticpersons

Customers are treated respectfully and offeredsatisfactory

S

pends substantial funds on research toimprove quality

All in all an efficient organization.


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Tools of Public Relations

WrittenWord

Newspapers

Advertising

House Journals

AudioVisual

Radio

TV

Film

Other Media

Photographs

ExhibitionsFolk Media


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Radio News release Also called Audio news releases.

Important difference from others is that it is written

for ear.

Emphasis is on strong and short sentences thataverage about 10 words that can easily be understood

by listener.

Another difference is it is more concise and to the

point.

Timing is vital point here.

Third difference is writing style. It is more formal and

uses standard English grammer and punctuation.


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Guidelines for writing a

radio news release Time is money in Radio. Stories should no

longer than 60 sec.

To read it loud and slowly. Long or over commercial story is death.

Convey message with smallest possible

number of words & facts.

Use simple words & avoid legal speak.

After writing, try to shorten every sentence.


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Cont. Listeners have short attention spans. Have

something to say and say it right away.

Never start a story with a name ot vital piece ofinformation. While listeners are trying to

figure out the person speaking and subject

matter, they dont pay attention to the specific

information.


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Additional tips.. Topicality News is about issues that matter to

majority of our listeners and viewers.

Timeliness stories should be timed to correspond

with annual seasons, social trends, govt laws etc. Localization Newsroom emphasize local news.

Humanization Show how real people are involved or

affected.

Visual appeal To provide vibrant and compellingsoundbites, should illustrate & explain also.


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Radio Public service

announcements Public personnel working for non profit organizations

often prepare PSAs.

A PSA is defined as an unpaid announcement that

promotes the program of government or voluntaryagencies or that serves the public interest.

Topics like mental illness, heart diseases, child

education, AIDS etc are made aware of.

Profit making organizations do not generally qualifyinspite of their claims for public service.


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Use of Radio PSA Almost any topic or issue can be subject of PSA.

Generally local community issues followed by children

issues.

Also addressing issues on children obesity, asthmaproblems, underage drinking.

Also about health/ family, medical, technology and

business.

PSA often tell about organization & directs listeners toa phone no or website where they can learn more

information and make a donation.


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Radio Media tours Spokesperson conducts a series of around the country,

one to one interviews with a series of radio stations

from a central location.

PR person prebooks telephone interviews with DJs ,news directors or talk show hosts around the country

and personality simply gives interviews over the

phone that can be broadcast live or recorder for later

use.

Relatively low cost and convenience of giving many

short interviews from one central location.

Easy and flexible medium.


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TELEVISION Television has a great scope as publicity medium.

It is a medium which allows use of printed words,

spoken words, pictures in motion, color, music,

animation and sound effects all blended into one. Impact of TV is persuasive, powerful and worldwide

now a days.

TV is most intimate mass medium.

It plays an important role in our socio economicdevelopment also.


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Because of the cost a PR department or a PR

firm must carefully analyze the news potential

of information and consider whether the topiclends itself to fast pace, action oriented visual

presentation.

A VNR should not be produced if theres

nothing but talking heads, charts and graphs.

Costs of typical 90 seconds VNR vary

depending upon the number of location shots,

special effects, use of celebrities and number ofstaff required to produce a high quality tape

that meets broadcast standards.


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Features of VNR Good pictures from creative camera

work

Engaging soundbites. Music and voicecast should be carefully selected.

Concise newsworthy

Good narrations, punchlines


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Tips about production of VNR Should usually not exceed 90 seconds

Inverted Pyramid style ( most important news

in the beginning and less important in

descending order )

Give TV news directors maximum flexibility in

editing the tape using their own anchors.

Produce it with news footage in mind. Keepshort and to the point.

Good graphics including animation.


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TalkShows Radio and Television talk shows. Stations that play music may also include talk

shows.

Advantage is opportunity to have viewers see

and hear the organizations spokesperson

without filter of editors deciding what is

newsworthy.

Another advantage is to be on the program

longer than traditional 90 seconds news

program.


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Magazine shows Magazine refers to TV program format that is

based on variety of video segments.

These shows have a guest related to the

feature that being shown, but main focus is on

the video story that may run from 3-10

minutes.

Subjects featured are tips on dog training, Jobstress, remedies for back pain.


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Booking a Guest Contact person for talk shows known as Talent

coordinator or talent executive or Bookers

Bookers are responsible for booking the guests for the

talk shows on radio and TV. Organization will approach a booker thru a phone call

or letter or email briefly outlining the qualifications of

proposed speaker, tell story angle and how it relevant

to audience. Important to be honest about experience &

qualification of spokesperson so that booker is later

not disappointed.


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New Technologies inNew Technologies in


New Technologies inNew Technologies in



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Computer Computers reside in smart devices used by PR persons

like personal organizers, smartphones, Blackberrys,

and on computerized wrist watches.

Computer chips enable work to be faster than old handmethods.

Email and chat forums enhance issue management.

3 skills essential in PR are Project management, Time

billing and Digital presentation all are made moreefficient and flexible thru use of computers.


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Functions of software for PR Develop media contact databases

Track mail and phone pitches to those contacts.

Target key journalists who could write about the

company.

Keep track of all conversations and interactions with

journalists.

Sending personalized press releases to journalists in

about 5-10 minutes and view their responses. Produce any reports or news in seconds.


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INTERNET Uses of internet by PR persons 1. Email distribution ( Messages to individuals,

newsletters to staff members, photos and pitch

letters to media houses, dispatch and receipt of copybetween PR firm and clients, emails presenting

images in full color.

2. Web sites To publicize projects, to give information

about its clients or products, , sharing of ideas andguidelines with employees, addressing any emerging

issue in organization.


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Blogs, Moblogs, Vlogs Blog ( Web + Log ) is an

updated online diary that features links to news items

and stories on web. Moblogging using cell phones with

cameras, content is posted to the internet from a

mobile. Vlogs means Video logs ie Content & video.

RSS ( really simple syndication ) Web based

process of searching and gathering together news andinformation that is then fed to users computer or

wireless device such as cell phones.

Brochureware Online version of brochures and

collateral materials that organizations provide tostake holders.


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Internet problems Controversial security problems

Legal questions of copyright infringement

High skill required for increasing diversity ofopinions.

Search engines are prioritizing search results

based on Fee payments from companies and

organizations.


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Other computer applications Graphics, design and photography visual impact to

annual reports, video programs and presentations.

Facsmile transmission data from computer to

physical fax m/c. Online conferences Chat and then can be retained

in computer memory.

Mailing lists List of names stored in database

programs and then contact thru emails. Desktop publishing To create professional looking

newsletters, saves both time and money


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NEW TOOLS

IN PRNEW TOOL PR FUNCTION

Internet Media relations, Crisis mgmt, productpromotion, event promotion

Intranet Internal communication

Web Site development Public information , E commerce

Web research Audience analysis

Online monitoringservices

Issue and crises management


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Advertising In public relations, material is prepared by PR

personnel and submitted to news deptt for

consideration. Editors determine whether material

will be used or simply thrown away. In advertisement,

it is paid space and broadcast time. Organizationstypically contact with advertising deptt of mass media

outlet for a full page ad or one min commercial.

Organization writes the advertisement, decides type

and graphics and controls where and when

advertisement will be run. Advertising is simply

renting space in a mass medium.


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Advertising works almost exclusively thru mass media

outlets whereas public relations relies on a number of

communication tools ie brochures, events, speeches,

news releases, presentations, feature stories etc.

Advertising is addressed to external audiences

primarily consumers of goods and services whereas

public relations presents its message to externalaudiences as well as internal audiences ( employees ).

Advertising is a specialized communication function

whereas public relations is broader in scope dealing

with policies and performance of entire organizationfrom morale of employees to way telephone operator

responds to the calls.


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Advertising primary function is to sell the

goods and services of organization, publicrelation function is to create an environment in

which an organization can thrive ie dealing

with economic, social and political factors that

can affect the organization.


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Propaganda Propaganda is deliberate and systematic

attempt to shape perceptions, manipulate

cognitions and direct behavior to achieve

response that furthers the desired intent ofpropagandist.

Today propaganda connotes falsehood, lies,

deceit, duplicity, disinformation practices that

opposing groups accuse each other.


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Advertising and public relation messages do use

several techniques associated with propaganda

1. Plain Folks To show humble beginnings and

empathy with average citizen. Political candidates are

quite fond of telling about their humble beginnings.

2. Transfer Technique of associating person, product

or organization with something that has high status,

visibility or credibility. Many corporations pay

millions to be official sponsors of Olympic gameshoping that public would associate their product with

excellence.


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3. Testimonial Well known expert, popular celebrity

gives testimony about the value of product.

4. Bandwagon Implication or direct statement wants

the product or that idea has overwhelming support ,

ex every leading expert believes.


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Lobbying Lobbyist is a person who tries to influence the

voting on legislation or the decisions of

government administrators.

Lobbyist directs his or her energies to defeat,

passage or amendment of proposed legislation

and regulatory agency policies.

Lobbyists can be found at local, state andfederal levels of government.


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News Release Delivery Most of companies deliver news release electronically

to newspapers and other media houses. News releases

are fed into computers at receiving newsroom and

examined by editors. Large news release delivery firms largest is Business

Wire and PR newswire. Using electronic circuits and

satellite communications, company can simultaneously

reach to several media points at a time. It also provides

rapid dissemination of financial news releases to manyinvestment firms worldwide.


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Cont. Satellite transmission makes the fast distribution of

VNR possible. Picture and voice releases are sent

primarily to cable television networks, local cable

systems and local television stations. Another spectacular use of satellite transmission is

teleconferencing which is also called

videoconferencing. With teleconferencing, group of

conferees separated by thousand of miles can interact

instantaneously with strong visual impact saving timeand transportation costs.


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Cont. To decide whether a teleconference will be cost

effective , a public relation personnel should obtain

quotes from vendors based on all expenses involved

and then compare those figures with price of travel,lodging and entertainment if all guests were invited

and brought to a central location.

Those who use teleconferencing emphasize that it is

most effective for reaching large audiences for such

purposes as introducing a product, conducting a salesmeeting, or announcing new corporate policies. Only

disadvantage of teleconferencing is lack of personal

warmth that comes from face to face conversation.


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Cont Web conferencing has become a less expensive

alternative for video conferencing. Users with cameras

and microphones mounted on their computers can

engage in an internet version of videophone. Ex : A press conference might be webcast to any and all

who log in to the event online. Participants can ask

questions of news sources during the conference by

email.


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Other tools Cell phones ( PR can be available all the time )

Personal digital assistants ( Blackberry )

Memory CD, DVD, etc ( data stored and distributed )

Electronic Blackboards ( Now a days its whiteboards )

a person can write on whiteboard during

presentation with a liquid marker and image can be

saved by scanning electronically and can be used forfuture references.


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14919_public Relation 1

Documents

Transcript of 14919_public Relation 1