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Public Relations and Publicity

Public Relations and Publicity. Ogden - Chapter 8. Public Relations. All stakeholders Customers Public (general and local) Employees Vendors Distribution channel Government . Public Relations. Mass Media Not paid for Less control Must be news worthy More credibility (usually).

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Public Relations and Publicity

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  1. Public Relations and Publicity Ogden - Chapter 8

  2. Public Relations • All stakeholders • Customers • Public (general and local) • Employees • Vendors • Distribution channel • Government

  3. Public Relations • Mass Media • Not paid for • Less control • Must be news worthy • More credibility (usually)

  4. Public Relations • Publicity • Generate news about a company or product • Controlled / planned • Consumer or trade oriented

  5. PR Objectives • Reputation management • Lobbying • Special events management • Speech writing • Publication development • annual report, brochures, etc.

  6. News releases Photographs Media (press) kits Fact sheets Feature articles In-house material Event marketing News pegs Posters Exhibits Other audio visuals PR Tactics

  7. How to write a Press Release • Make sure the information is newsworthy. • Tell the audience that the information is intended for them and why they should continue to read it. • Start with a brief description of the news, then distinguish who announced it, and not the other way around. • Ask yourself, "How are people going to relate to this and will they be able to connect?"

  8. How to write a Press Release • Make sure the first 10 words of your release are effective, as they are the most important. • Avoid excessive use of adjectives and fancy language. • Deal with the facts. • Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address. • Make sure you wait until you have something with enough substance to issue a release. • Make it as easy as possible for media representatives to do their jobs • http://www.press-release-writing.com/10_essential_tips.htm

  9. Other sources • http://www.stetson.edu/~rhansen/prguide.html • Get the press on your side: http://www.frugalmarketing.com/dtb/press.shtml

  10. Assignment • Plan your Public Relations for the year • Create a Press Release

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