Types of PR tools

PR campaign timeline for major events

Start planning 9 months before event, campaign starts 6 months before event

3 types of media

Earned media, owned media and paid media

Earned media

Unpaid publicity gained through PR efforts

Owned media

Content you create and control

Paid media

Media exposure that is bought

Media relations

All efforts to build relationships with media

Media relations tools

Include press kit, press release, audio/video release, exclusive interviews and website press rooms

Press kit (media relations tools)

Consist of 6 elements. Press release with captivating headline, event fact sheet, organisation background, photo of player/artiste, copy of logo and complimentary corporate gift

Press release (media relations tool)

Provide media with information needed to create story. Eg; scheduled events, promotions, awards

Audio/video releases

Pre-recorded features released to media programmes

Exclusive interviews

Interview & information provided to only 1 media outlet

Website press room (media relations tool)

Press section on website. Allows journalist to access information online

Media tours

Company spokesperson travel to different places/cities to conduct interview with media on company & products

Variations of media tours

Media “junkets” and on-site visit

Media “junkets” (variations of media tour)

All expenses paid trip offered to reporters so they can witness event, interview celebrity or visit facility. Typically offered to entertainment, travel or sports reporters

On-site visit (variations of media tour)

Session designed to provide background information rather than news. Examples include showing off sites before actual opening

Newsletters

Provides content of interest and information on company’s products & services to customers. Can be weekly, monthly, quarterly. Can be used by marketers to reach target audience

Special events

Includes press conferences, tradeshow/roadshow, annual general meeting, networking event

Press conference (special event)

Should only be used for major announcements otherwise credibility and attendance will be affected. Held to introduce new sponsors, bring attention to individual/event etc. Press kits given

Tradeshow/roadshow (special events)

Good opportunity to make company announcement as trade journalists are often present

Annual general meeting (special events)

Held yearly to announce financial results of company. Usually in hotel with buffet

Networking event (special event)

Small events within larger event. Includes cocktails, gala dinner etc

Speaking engagements

Speaking at industry convention/conference to provide opportunity for company experts to demonstrate their expertise to potential clients

Role of HR practitioner in speaking engagements

Help to write speeches. Knowing who target audience is key

Sponsorship

Held build goodwill and brand recognition. PR practitioner can leverage sponsorship for PR mileage.

Types of sponsorship

Sponsoring buildings (OCBC arena), sponsoring events (standard charted marathon) and celebrity endorsements (david beckam for las vegas sand corp)

Employee communication

Keep employees informed of corporate programmes, sales incentives etc. Emails, newsletter and intranet are communication methods, PR and HR work together to develop employee communication

Community relations & pilanthrophy

Program implemented by companies to support community and build good relations. Can help company bad publicity and crises

Other PR tools

Reply to letters to editors, annual reports, calendar listings, soundtracks, contests and short film

Reply to letters to editors (other PR tools)

Members of public might write letters to company with positive or negative feedback. PR must prepare suitable answers in advance

Annual reports (other PR tools)

Usually associated with companies listed on stock exchange

Calendar listings (other PR tools)

Used to promote event. PR send event details to online media for free listing

Soundtracks (other PR tools)

Can get free airtime on radio/tv channels if well received by audience

Contest (other PR tools)

Contestants complete challenges to gain prizes like event tickets. Advantages include word of mouth promotion from winners, online contest help generate online fans and help collect contestant information for research

Short film (other PR tools)

Effective because it doesn’t feel like advertisements. Advantages include emotionally engaging, communicate business value quality and invites consumers into relatable community

Additional PR activities

Market monitoring & crisis management

Market monitoring

Monitor public comments on company and products. Must respond quickly to negative comments

Crisis management

Protect and defend individual/company facing public challenge to reputation

Hybrids of PR and advertising tools

Public service announcement (Most common type of publicity, might be free for radio but paid for tv), advertorials (same quality of advertisements but easily mistaken for media coverage, looks like articles)