Business English Upper Intermediate

1. Business English Upper Intermediate • U2W09 • John Silberstein • johnsilb@aol.com

2. Agenda • Public Relations • Graphs – Cont’d

3. Public Relations TOOLS There are various tools that can be used in the practice of PR. Traditional tools include press releases and media kits which are sent out to generate positive press on behalf of the organization. Other widely-used tools include brochures, newsletters, press conferences and annual reports. Increasingly, companies are utilizing interactive social media, such as blogs, Twitter and Facebook, as tools in their PR campaigns. Unlike the traditional tools which allowed for only one-way communication, social media allows the organization to engage in two-way communication, and receive immediate feedback from their various stakeholders and publics.

4. Public Relations Techniques Public Targeting A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. PR Firms will try to use demographics to identify key segments to target, but not all segments are clearly defined by demographics. Demographic data may not be helpful when trying to identify people who may be willing to contribute money to a specific charitable organization.

5. Public Relations Techniques Lobby Groups are established to influence government policy, corporate policy, or public opinion. Such groups claim to represent a particular interest and in fact are dedicated to doing so.

6. Public Relations Techniques Spin In PR, "spin" is sometimes a pejorative term signifying a heavily biased portrayal in one's own favour of an event or situation. While traditional public relations may also rely on creative presentation of the facts, "spin" often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents when they produce a counterargument or position.

7. Public Relations Techniques Spin In PR, "spin" is sometimes a pejorative term signifying a heavily biased portrayal in one's own favour of an event or situation. While traditional public relations may also rely on creative presentation of the facts, "spin" often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents when they produce a counterargument or position.

8. Public Relations Channels Media Relations Interviews News/Press Conferences Special Events

9. Public Relations Channels Media Relations News Releases: On-going news releases will cover new products, product enhancements, personnel appointments and promotions, plant and other facility expansions, pricing changes and, of course, key business developments such as contracts and marketing agreements.

10. Public Relations Channels Media Relations Perspective" News Releases: � The perspective release is a statement by an executive about an issue of importance to his or her industry. Such releases are effective in building recognition and respect for company executives.

11. Public Relations Channels Media Relations Articles: � features, application and case-history articles, as well as highly technical articles.

12. Public Relations Channels Media Relations Papers and Speeches: � Speaking engagements at key industry events and forums provide important visibility.

13. Public Relations Channels Media Relations Papers and Speeches: � Speaking engagements at key industry events and forums provide important visibility.

14. Public Relations Channels Media Relations Crisis Management: Many companies would prefer not to have to talk to customers, the press or even employees when crises occur. But open channels of communication enhance your company�s image in good times as well as bad. A crisis well-handled can build well-earned respect, as well as trust in company management.

15. Public Relations Channels Interviews Can provide a venue where detailed information about a specific topic or range of topics can be discussed.

16. Public Relations Channels New/Press Conferences Allow an organization or individual to discuss specific topics with the “Press”. Usually reserved for major or significant events.

17. Public Relations Channels Special Events Tradeshows, seminars, product announcements, tours, etc.

18. Describing Graphs US Trade Wholesale Electronic Book Sales Q2 2010 = $88.7 Million, July + Aug 2010 = $79.8 Million

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