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Public Relations Specialists

Public Relations Specialists. JOB: Attempt to get good publicity for their companies by creating news events. The opening of a new store An interview with a company official The launching of a new product or product line The announcement of promotions or retirements

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Public Relations Specialists

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  1. Public Relations Specialists • JOB: Attempt to get good publicity for their companies by creating news events. • The opening of a new store • An interview with a company official • The launching of a new product or product line • The announcement of promotions or retirements • The presentation of an award to the company or one of its employees • A community activity such as a parade or an exhibit sponsored by the business • A charitable activity in which the business participates, such as the U.S. Marines “Toys for Tots” campaign

  2. Public Relations Specialists • Work with more than just customers, employees, and the media • They consult with social and professional groups, legislators and government officials, consumer activists, environmentalists, stockholders and suppliers • Principal task is to get out the good news about a company and its products… AND, to control the damage done by any bad news

  3. News release • The specialist’s main tool is the press release (Old School) • A press release is a prewritten story about a company that is sent to the various media outlets • It usually contains information about the company’s employees, stores, operations, products, or corporate philosophy • A press release must contain a certain amount of newsworthy information in order to be picked up and carried by the media • To be successful, specialists must observe guidelines when planning and carrying out publicity projects

  4. Elements of a Press Release • Release Statement • The words FOR IMMEDIATE RELEASE should appear in the upper left-hand margin, just under your letterhead • Capitalize every letter • If you do not want the information released immediately, replace with TO BE RELEASED ON______ (the earliest date on which the information should be released) • Contact Information • Skip a line or two after the release statement, and list the name, title, and telephone and fax numbers of your spokesperson – the person with the most information • Give a home or mobile number because reporters often work on deadlines that will not allow them to contact you during normal business hours

  5. Elements of a Press Release • Headline • Skip two lines after your contact information and use a boldface type • The headline should not necessarily be written as though the media will use it… rather, it should be written to get the attention of the media (you need them to read the release in order to “sell” your information) • Dateline • This should be the city your press release is issued from and the date you are mailing your release • Lead Paragraph • Needs to grasp the reader’s attention • MUST contain the five W’s (who, what, where, when, why) • Text • The main body of your press release is where your message should fully develop

  6. Press Release Format • Requirements: • Use company letterhead (8½ x 11) • Use a minimum of 1-inch margins on each side of the page…2 inches in recommended on top • Single space text if longer than two paragraphs • Capitalize the first letter of all words in the headline except: a, an, the, of, to, from • Do not use all caps in the headline • Complete the paragraph on one page instead of carrying it over onto the next page • Maximum length: 1 page • Use three number symbols (###) immediately following the last paragraph to indicate the end of the press release

  7. Guidelines • Publicity projects should be selected for multiple uses • Public affairs staff should send only important news releases to the media • News releases should be sent to all media, both print and broadcast • News releases should have a continuity of theme extending over many months or even years • Remember that the newspapers, magazines, radio, and television are interested in news, not publicity • Therefore the word “publicity” should NEVER be used when communicating with media personnel

  8. Public Relations • Public relations practitioners are basically interpreters • On the one hand, they must interpret the philosophies, policies, programs, and practices of their management to the public • On the other hand, they must convey the attitudes of the public to their management • Internal ( Inside the organization) • Supervisors, clerks, managers, stockholders, and Board of Directors • External ( Not directly connected with org. ) • The press, government, educators, customers, community, and suppliers

  9. The Truth... • Good public relations is about ethics, truth, and credibility • Cover-up, distortion and misleading are the antitheses of good public relations • Most organizations today understand clearly that it takes a great deal of time to build a favorable image for a corporation but only one slip to create a negative public impression

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