Public Relations Tools and Methods/ Techniques
Introduction
• Public Relation, as you know, is the “art of creating mutual understanding between an organization and its various ‘public’.
• In fact, publics for different organizations will vary according to the nature of the organization.
• To reach these “Publics” the Public Relations Practitioner has to decide the media and the channels which will be most suitable.
• If an organization has to disseminate information to a rural audience, where the literacy rate is negligible, what should be the best media which is cost effective?
• Newspapers obviously, will not be suitable, because the concerned target audience are unlettered. Then what options does the Public Relations practitioner have?
• Depending on the availability of the budget, it can be radio, TV, interpersonal communication or traditional media.
• In making communication effective, you (PR) have to keep in view the message, the media and the audience.
• We will discuss the various media available to public relation persons for reaching the varied target groups and their relative advantages or limitations.
1.) Publicity Media
• The Press
• Television
• Radio
• Films
• Video
• New Technologies
2.) Oral Communication
• Meetings
• Speeches
3.) Printed Literature
• House Journal
• Annual Reports
• Photographs
• Brochures
4.) Advertising
• Miscellaneous Communication Tools
(Stickers, Posters, Labels etc)
• Direct mail
5.) Media Relations
• Press Conferences
• Press Briefing
• Press Tours
• Exhibitions
• Open Days
• Special Events
Publicity Media
• Media used for publicity are necessarily the mass- media. Mass media as the name suggests are media which reach the mass spread over a vast area simultaneously.
• The Press, TV, Radio Films and documentaries among others comprise the publicity media.
a) The Press:
• The role of the Indian Press in the country’s struggle for freedom being well known to you, should serve as a sufficient indicator about the power of the press as a fundamental institution, which reflects and moulds public opinion.
• In India, despite the factors of illiteracy and the advent of TV, newspaper continue to be the dominant medium which set the public agenda, disseminate information and shape public opinion.
• The press in India
• Thus, Publicity through the press is a popular and effective tool with maximum impact. The government, public and private sectors and non-Profit organizations use columns of newspaper to disseminate information to their publics.
• There is a growing crop of specialized magazines catering to professional groups, business and industry.
• The explosion of magazines is seen even in regional languages for new audience with new interests.
Publicity through Press:
• The Public relations persons, as the spokespersons of the organization decide how and when the activities, policies or programmes of the organizations are to be projected to the public through the press.
• Information may be given to the press in a variety of ways like press release, features, articles backgrounders.
• It is important for you to remember as a PRO, that information of your organization has to compete with similar information emanating from various other organizations, so you must be careful about the newsworthiness and timing of your news releases to ensure its publication.
News release:
• Meaning: - A written communication usually containing information of a timely nature sent to all news media by any organization.
• News from organizations, also know as press release is the most common type of publicity.
• Organizations serve as source material for media and hence they should provide such news and facts which will be interest to the readers, whether the content has to do with planned activity like a major order bagged or with spontaneous event like an accident.
The following must be kept in mind while preparing a press release:
• Indicate clearly the name or organization, address and telephone number along with the sender’s name, designation.
• The date for release should be indicated.
• Content should be newsworthy, error- free and written in a journalistic style and typed on a one side of the sheet only.
• It should be brief and unambiguous.
• It should have a headline and should be signed.
• It should be released well on time for publication.
Editorials/Articles /Features:
• A public relations person, having good rapport with the media and having sufficient persuasive skills, can recommend subjects for editorials by providing background material and suggesting possible lines of approach.
• Newsworthy material on special events, anniversaries, landmarks achieved, major policy changes or any controversial issues could serve as themes for editorials.
• Columnist are always on the lookout for newsworthy material. At the same time, industry trade and business houses often need publicity through feature articles to fulfill their marketing objectives.
• A feature or article thus becomes and ideal tool to talk about a common problem and suggest their product as the solution.
• These articles could be prepared by the public relations personnel or got done through a columnist by appropriate briefing.
Letters to the Editors
• The Public relation person to put forward the views of the organization to inform people to correct a wrong impression.
• Since letters to the editor are a feedback from the public, those letters which make forceful point, do get published without difficulty.
b) Television:
• Television has great force and scope as a publicity medium- a medium which allows the use of the printed words, picture in motion, colour, music, animation and sound effects, all blended into one.
• Public Relations practitioners and the mass media depends on each other for news. Depending on the occasion the Public Relations practitioner can approach TV with a news release to the TV stations.
• The news release will not be accepted, if it is too sales- oriented or resembles a paid commercial advertisement.
• The best approach will be to take a low profile approach in which the company presents facts of or information or education nature.
How to prepare publicity material for TV?
• The very first decision is to decide on news- worthy subjects.
• TV being a visual medium, it will pay dividends to make the news releases or features, action oriented and colourful for greater impact.
• The second step is to identify a producer for the purpose.
• Ideally a TV news release should not exceed 90 seconds.
• The story should be arranged in an “inverted pyramid” style. The most important news should be arranged in the beginning and the less important in descending order so that the editor, with one look at the release picks up the important sequences.
• After the film footage is shot, the edited version will need voice cast, music etc. which should also be carefully selected.
c) Radio:
• Radio, like TV can be effectively used in Public Relations. In India
• It is a mobile medium with a flexibility no other medium can match.
• Even through radio is a mass medium, it possesses the qualities of a direct personal medium as it uses the spoken word and human voice for the most part to convey its message.
How to use radio as a Public Relations medium?
• The Public Relations practitioners whether from the private or the public sector, can used radio as outlets for news about for news about the company’s performance and news developments etc.
• All India Radio’s code however does not permit mention of the name of private company in a news bulletin or news reel. News is selected for broadcast based on its news worthiness to the listeners.
• A radio news release should be written in radio style so that it can be used by an announcer without much editing.
• The All India radio has a number of programmes pertaining to current affairs industry, panel discussion etc, which can be appropriately utilized by the practitioners.
• Popular programmes can be sponsored by the company.
d) Films:
• Films and documentaries make a powerful impact on the audience because of their audio- visual qualities.
• As a Public Relations professional we need not necessarily expert film makers but we do need a working knowledge about the various aspects of film making. This will facilitate decision –making, appreciating the inputs and providing guidelines to the producer.
• Films as a Public Relations medium can be utilized in the following ways. They can be used for the internal or external public .It could even be a documentary on the organization.
• When a producer is hired, the public relations person is expected to provide guidelines on the aim of the film, content, length, presentation, background material and information about the target audience.
• Film could be used for training, employees, educating consumers, development efforts for community relations or to build motivation among employees, or safety precautions or company’s achievements or even for coverage of special occasions.
e) Video:
• In the last ten years or so, most of the films, except those for theatrical viewing, are being produced on the video format. The video tapes have revolutionalised communication in the field of entertainment, information and education.
• Video equipment has the advantage of playing back the image and sound immediately. It does not need processing as in the case of film. It is possible to re-shoot on the same film, if the results are not satisfactory.
• Synchronized sound is possible with every video recorder and if necessary different sound tracks can be superimposed on a sound track, using a different language or dialect.
• Video has its disadvantages also. The equipments are delicate and susceptible to moisture. The video tapes may get jammed or damaged with repeated use. As compared to films the video tape has a shorter life span.
f) New Technologies:
• The more aggressive and large corporations like multinationals, have to use the more sophisticated technologies like E- mail, teleconferencing etc. for exchanging of information. Computing, data communication facilities and use of network linked through high-capacity multipurpose satellites in international system.
Oral Communication
• Oral communication is used as a medium chiefly in employee communication for training them or informing them about the company’s policies. It is also used in consumer, dealer, community and stockholder relations programmes. Oral Communication may be carried on through meetings, telephones calls, public address system, panel discussion, counseling etc.
• Informed conversation between supervisors and subordinates also fall under this category However, formal communication programme are the responsibility of the public relations department.
• Oral Communication is very effective, speedy and with little expenses.
• It has limitations in that it may be forgotten quickly or partly understood as one cannot refer back to it.
a) Meetings:
• A meeting is the coming together of two or more persons. It could be just a meeting of two department heads, a small group meeting, committee meeting etc.
• Every meeting is arranged with some purpose e.g. to resolve conflicts, brief the employees, solve problems, obtain reactions to a new scheme etc
• Meetings are planned by sending notices containing the agenda, well in advance to members to enable them to prepare for the meeting.
• All arrangements must be made for smooth conduct of the meeting.
• Listening is important and hence every participant must be given a chance to speak.
• The chairman must initiate, direct and control the discussion and facilitate reaching of conclusions.
b) Speeches:
• Formal speeches are the quickest way of conveying information.
• Preparation of speeches and sometimes delivering the speech are jobs of the Public Relations department. Speakers must be trained and knowledgeable.
• The public relations department may help in research, speech writing and training of speakers.
• The content of the speech must be newsworthy and of public interest. The timing and venue should be considered carefully.
Printed Literature
• Every organization, whether in business or service, commercial or non- profit making, needs publicity literature to promote its products, services or activities.
• These can take various forms like house journals, annual reports, brochures, catalogues, booklets, leaflets.
a) House Journal:
• A company publication aimed at its employees and other target groups. It can be internal, external or combination.
• The internal journal is one of the important tools foe effective communication. External house journal, however, aim at some segments of external ‘public’ like dealers, shareholders.
• A third party is a combination of internal and external, meant for employees as well as external publics.
• The primary objective of a house journal is to create a forum for exchange of thought and vision on various issues concerning an organization and its employees.
• A house journal, if carefully produced, serves as an important link between a management and its various employees.
• Format of house journals differ depending on management philosophy and availability of funds. Some may have a newspaper format and be just functional, while some others could have a booklet form with varying degrees of lavishness.
How to bring out a House Journal?
• The Public Relations in an organization ideally be the editor of the house journal.
• Before publishing the journal, decision about its editorial policy/ objects must be got approved from the management.
• A look at a house journal can reveal whether the organization is an open or a closed one.
• A journal of a closed organization tends to be one-way channel of communication, putting the company’s views to the employees. Such magazines are obsessed with coverage about top executives especially the chief Executive Officer/ Chairman/ Managing Director of the company.
• An open company on the other hand ensure the editorial integrity of its publications and could have its employees contributing the news items and articles.
• The editor in this case will have the freedom top present stories according to the readers interest. When the reader’s letters are published, employees have a genuine opportunity to put forth their point of view, and the house journal, like any other reading material, competes for reader’s time.
• Planning:- Develop a concept that best serves the company. Get management the format and periodicity of the publication approved. This will, however, depends on the aims of the journal, target group and availability of budget.
• Organizing: - Once we have taken the approval of the management, we will have to organize staff to get going with the job.
• The more frequent the number of issues, the grater the need for more staff. It is advisable to develop a brand of freelancers/ correspondents from among our external “ public”, if the house journal caters to them.
• We (PR) have to take care to choose only those who have a flair for writing.
• A detailed schedule for collection/ writing of stories, production, printing, mailing is to be worked out and adhered to strictly.
• Publishing:- We must inculcate the habit of planning several issues ahead in addition to the one being worked on at the time.
• Distribution:- The purpose of a house journal is not served till it reaches the target audience. We must select the quickest and most economical means possible to get the journal in to the hands of the readers. Some companies distribute the journal to their employees at their work place, others mail it to their homes to ensure that it reaches the family members well. In order to get feedback, it will be appropriate to include a questionnaire to elicit views about the articles which are liked most or disliked by the employees and the reasons for that.
b) Annual Report:
• Annual reports were drab- looking journals without much though about their presentation.
• Annual report can serve as prestige publication to be sent to the shareholders and attract prospective investors.
• As a PR professional could seek of a professional advertising/ designing agency to handle the assignment.
c) Photographs
d) Brochures
• A brochure is a multi-panel publication that covers information usually on a specific subject.
• Organisation need brochures and booklets for a variety of reasons: to explain a new programme, process, a product, a new building plant or laboratory, to ask for donations or to sell a product by describing its virtues.
• Public Relations person, one can have the service of a professional designer or a professional agency to go about the job, it is useful to know the basis so that one can guide the production.
• First step is to identify the aim of the brochure.
- What problem is it going to solve?
- What information is it supposed to disseminate to the target audience?
Advertising
a) Miscellaneous Communication Tools:
• Stickers, posters, labels to serve as reminders.
• Racks or bins for display of products, window display.
• Identification on the pack.
• Specialty gifts like calendars, diaries, pens, key chains.
• Provision of any necessary leaflets, catalogues etc.
b) Direct mail:
• Direct mail is the most powerful and certainly the most cost effective public relations tool for disseminating of messages, announcements.
• It is also called a selective marketing technique.
• Direct mail is both selective and a flexible medium.
can you tell me what are your sources? thanks
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