Tools of PR

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Tools of PR

• Araya Srisilpsophon
• June 17, 2007

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Internal PR

• Marketing Communication
• Communication
• Public Relation
• Public Affairs
• Corporate Affairs

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Internal PR

• Develop, implement and drive the Corporate
  Affairs/ Communications Plan and Strategy.
• Improve and strengthen the corporate or brand
  image as perceived by customers, employees,
  media, regulatory bodies and opinion leaders
• Manage the development of all internal
  communications, including e-mails, team
  leadership, statements, etc.
• Co-ordinate programmes covering media relations,
  community relations, government relations, public
  affairs and sponsorships.

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Internal PR

• Monitor and manage trends and developments in use
  of media, and oversee media relations audits
  which include competitive analysis.
• As brand custodian, manage and maintain corporate
  identity within overall and group-based brand
  management strategy.
• Ensure compliance of all advertising corporate
  Identity Design guidelines, laws and
  regulations.
• Monitor organization coverage and work with PR
  agency to enhance one

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External PR

• Or called PR Agency
• Communication agency
• Consulting agency
• Counseling agency

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External PR

• Handling client communications or PR strategy
• News monitoring for client and related industry
• Provide a wide scope of image-enhancing services
  to clients in the public and private sectors
• Be a middle between client and media

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External PR

• Implement client strategy into coverage through a
  fully integrated approach combining Consultancy,
  Media Relations, Events Management, Advertising
  and Promotion campaigns
• Coordinate directly with marketing communication,
  marketing and/or public relations department
• Dot line to the client spokespersons, CEO, COO,
  CFO or Marketing Director

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PUBLIC RELATIONS TOOLS

• News release/ press release
• Press Kit
• Press Conference
• Press Briefing
• Teleconference

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PUBLIC RELATIONS TOOLS

• One-on-one interview
• Media Tour
• Sponsorship/special events
• Advertorial
• Brochure

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• Survey (quantitative research)
• Survey (qualitative research)
• Advertorial

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NEWS RELEASE/PRESS RELEASE

• Characteristic
• Any form of print, visual or broadcast
  announcement that an organization makes available
  to the media about its activities

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NEWS RELEASE/ PRESS KITS

• Arm press with accurate, succinct information
• Essential for medium impact items
• Vehicles for communicating complex information
  accurately
• Ideal for print coverage, targeted market, and
  publications

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PRESS KIT

• A media kit is often prepared when a company
  announces or launches a new product or sponsors a
  major event it gives media representatives a
  thorough background and provides information in
  various formats. Press kits may be sent to the
  media or distributed at a press conference.

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PRESS KIT

• It is usually prepared for major events and new
  product launches. Its purpose is to give editors
  and reporters a variety of information and
  resources that make it easier for the reporter to
  write about the topic.

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ELEMENT OF PRESS KIT

• Main news release
• A news feature about the development of the
  product or something similar
• Fact sheets on the product, organization or event
• Background information

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ELEMENT OF PRESS KIT

• Photos and drawings with captions
• Biographical material on the spokesperson or
  chief executives
• Some basic brochures
• CD which has all the above mentioned

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PRESS CONFERENCE

• Characteristic
• A press event in which corporate officials meet
  with media representatives to inform them about
  some major company-related story

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PRESS CONFERENCE

• Select only highly newsworthy items
• Vital not to overuse as it may result in low
  attendance
• Highly prepared statements as well as anticipated
  answers
• Verbal conference should be complemented with a
  press kit
• Timing Critical
• The more professional we are in understanding
  media needs, the more they respect us

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PRESS BRIEFINGS

• Vehicle used for information which is not hard
  news, such as updates (i.e.. management teams
  changes, product progress)
• Must be worthwhile and timely
• Opportunity for press to ask in-depth questions
• Investment in press for future stories

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TELECONFERENCE

• Allow direct communications with people unable to
  attend the conference in person
• Use for remote locations
• Use for wide link-up

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ONE-ON-ONE INTERVIEW

• Characteristic
• An exclusive interview which will PR staff pitch
  from media to have in-dept information specially
  for each media on the corporate issue

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ONE-ON-ONE INTERVIEW

• Best vehicle to create tailored story
• High flexible format, facilitating discussion
  about products
• Relationship will sustain product publicity over
  time
• Spokesperson and issue carefully chosen to be
  newsworthy and credible

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ONE-ON-ONE INTERVIEW

• Supplemented with footage or press kit
• Require thorough preparation research
  anticipation of questions

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MEDIA TOUR

• Used to get message out in key markets
• In-house or retained spokesperson
• Create an Educated Circle of journalists

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SURVEY/INDEXES (QUANTITATIVE RESEARCH)

• Established use as subject matter experts who can
  be relied on for timely data
• Research purchased or conducted to enhance
  Organizations position of newsworthy item

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SURVEY (QUANTITATIVE RESEARCH)

• Adding Hard Data frequently makes information
  more attractive and informative to both media and
  public
• Show we are actively seeking consumer information
• Frequently a long-term investment

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OPINION RESEARCH (QUALITATIVE RESEARCH)

• Qualitative information (vs. indexes being
  quantitative)
• Takes temperature of consumers with A Point of
  View
• Survey frequently tied to a newsworthy topic

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SPONSORSHIP / SPECIAL EVENTS

• Alignment with event or organization to further
  our marketing efforts with the audience
• Careful targeting essential
• Execution of all phases must ensure positive
  experience for public

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ADVERTORIAL

• Public relations advertising is also paid space
  but its primary purpose is to enhance public
  perceptions of the organization or to explain its
  viewpoint on a particular issue.

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BROCHURE

• A leaflet is often describes as a single piece of
  paper printed on both sides and folded into three
  panels.
• Handbills and flyers are printed on one side of a
  page and are often placed on bulletin boards.

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BROCHURE

• Brochures are used primarily to give information
  about an organization, a product or a service.
  Organizations mail them or hand them out to
  potential customers place them in information
  racks, hand them out at conferences and generally
  distribute them to anyone who wants basic
  information.

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OTHERS

• By-line column
• Newsletter
• Supplement
• Event marketing/ exhibition movie props
• Music/Songs

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HOW TO WRITE NEWS RELEASE
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HOW TO EXCITE THE MEDIA

• Topicality (hot issue) / Relevance (current
  issue)
• Something important, interesting different
• Creative angles Contrast Coincidence Irony
  Paradox Rarity Surprise
• Hard News / Soft News

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POWERFUL RELEASE

• Fresh and Update
• Stick to the facts
• Be specific (avoid generalities, hyperbole)
• Find irresistible angle
• Look ahead future plan, forecast market value,
  sales revenue
• Roll out the story keep release forward

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CONTENTS OF NEWS RELEASE

• The Headline
• Opening Paragraph
• The Body
• The Closing Paragraph

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THE HEADLINE

• Five seconds to catch media attention
• Have to attract media from the first sentence
  (Headline)
• In about ten words -- or less -- you need to grab
  the attention of the editor.
• The headline should summarize the information in
  the press release, but in a way that is exciting
  and dynamic
• think of it as a billboard along a highway -- you
  have just a few words to make your release stand
  out among the many others editors receive on any
  given day.

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OPENING PARAGRAPH

• The first paragraph is critical. This paragraph
  must explain "the five Ws and one H" of the story
  -- the who, what, when, where, why, and how.
• This paragraph must summarize the press release,
  with the following paragraphs providing the
  detail.
• The opening paragraph must also contain the hook
  the one thing that gets your audience interested
  in reading more
• The hook has to be relevant to your audience as
  well as to the news media. A hook is not a hard
  sell or a devious promotion -- it's just a
  factual statement. Or a summary lead

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THE BODY

• Using a strategy called the inverted pyramid, the
  body of the press release should be written with
  the most important information and quotes first.
• This inverted pyramid technique is used so that
  if editors need to cut the story to fit space
  constraints, they can cut from the end without
  losing critical information.

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THE CLOSING PARAGRAPH

• Repeat the critical contact information,
  including the name of the person, his or her
  phone number and/or email address.

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PLANNING A NEWS RELEASE

• What is the key message?
• Who is the primary audience for the release?
• What does the target audience gain from the
  product or service?
• What objective does the release serve?

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COVERAGE OPPORTUNITY

• Obvious news
• This would include copy that is certain to be
  used.
• Maybe
• Some stories are possibly worth developing if a
  reporter has the time.
• Discard.
• These go into the recycling box or the
  wastebasket.

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NEWS RELEASE FORMAT

• Use plain A4 paper
• Identify the sender in the upper-left-hand corner
  of the page, listing name, address, and the
  telephone number, a fax number and an e-mail
  address. Sometimes, you can use organization
  letter head
• give the name of an individual within the
  organization as a point of contact. It is
  important that the listed phone be answered by an
  informed person, usually a public relations
  specialist, not by a recording.

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TIPs

• Dont write to IMPRESS. Write to EXPRESS
• Make use of current trends and statistics.
• Single Theme, Multiple Exposure
• Use "Who, what, where, when, why, how" but not in
  that order.
• First paragraph should state the problem your
  product/service/book is trying to solve. This is
  the "why".

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TIPs

• Next few paragraphs should contain the "what" and
  "who" that is solving the problem. The last
  paragraph is the "when and "where".
• Be concise. Few news releases need to be more
  than two pages long most can be written in a
  single page Make sure your headline is catchy,
  compelling the reader to continue.
• No exaggerate, wordy, and redundancy
• Do not "advertise" - this is the news. Keep it
  fact-based.

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TIPs

• Use at least one quote from the key spokesperson
  with short one that evoke an emotion, comment,
  remark, opinions about the product/service/book.
• Add Value added attention
• Illustrations (graphic, figure)
• Photographs

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• Thailands population grew by 0.98 percent from
  61.2 million in 1998 to 61.8 million last year.
  The number of live births has been consistent
  over the last five years with a populations of
  59.4 million in 1995, 60 million in 1996, and
  60.6 million in 1997

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Thailand Population
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TIPs

• Background what information media should know
  or understand more especially on IT product
• Type or -------- at the end of the release to
  indicate there are no more pages. A release of
  more than one page is not recommended

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ASSIGNMENT

• Write a news release Canon launches a new
  products, IXUS series
• One page length
• One quote
• Due date on June 24
• Send to araya_at_tcdc.or.th