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TOOLS OF PUBLIC RELATION

      TOOLS OF PUBLIC RELATION

1. Press Release: The most widely used PR tools consist of news release. It covers news, which is important at the time of release. Topics may include the announcement of a new product, appointment of key personnel, obtaining of a major contract, establishment of scholarship funds etc.

2. Press Kit: It is publicity material for the distribution to the media at press conference or open house. Such a kit includes a basic fact sheet if information about the event, a programme or schedule of activities, news story about the event for the broadcast and print media along with the photos and brochures.

3. Photography:  Photos of event/ products in use or newly appointed chief executive may create interest in news story. In fact, the photo tells the story faster. Photo should be of good quality and needs little or no explanation. Typed caption should described the subject of the photos and accurately describe the people shown.

4. Feature Article: Many business and trade journals give feature article about companies, their achievement, product and service. PR persons the publication’s staff, or the third party such as free-lance writes may write such articles.

5. Printed Materials: Printed material are used extensively in public relations and advertising. They may be brochures, or pamphlets about the company or its products. Letter to customers, inserts or enclosures, that accompany monthly statements, the annual report to shareholders and other reports.

6. House Material: It is a publication about the happening and policies of the company. An internal house organ is for the employees only. External house publication go to company connected people. They may take the form of a goodwill, increase sale or mound public opinion. A well-established house organ can do a great deal to motivate employee and appeal to customers. However, writing, printing and distributing can be expensive and very time consuming.

7. Posters, Exhibits and Bulletin Board: Poster are used internally to stress security, reduction of waste, good housekeeping, and courtesy. Externally they can impart production information or other news of interest to the customers.
Companies can use exhibits to describe the organisation’s history, present new product, show how product are made or explain future plans. Exhibits are often prepared for local fairs, colleges, universities and trade shows.

8. Audio-visual Material: Audio-visual material can take many forms including audio and video CDs and cassettes, slide, films, and filmstrips etc. They can be used for sales, training or public relations.

9. Speeches: Speeches are another important tool for building favourable company image. The company executives usually give talks at trade association and product image or arrange sales meeting by carefully choosing expert person to give speeches and also by using speech writers to help improve the quality of speeches.

10. Sponsorship: Companies can promote their brand and corporate name by sponsoring sports and cultural events.

11. Public Service Activities: Companies can build goodwill by contributing money and time on good causes such as hospitals, old age homes, educational institution.

12. Events: Companies can draw attention to new product or other company activities by arranging special events such as press conference, seminars, trade shows contest and competition and anniversaries etc.

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