Organisations hire public relations and communication experts to position themselves strongly in the minds of target audiences, investors, stakeholders, employees and all others associated with it.
Public relations and communication activities are designed specially to create a strong brand image.
Public relations and communications experts should ensure their target audiences agree to what they intend to sell and thus in a way enhance as well as maintain the reputation of their organisation through ethical means.
There are various ways public relations activities take place:
Media Relations
Public relations and experts create awareness and market their organisation and its products/services to various media sources which include TV, radio, internet, newspapers, magazines and so on.
Public relations and communication experts develop and design various interesting and creative stories about their organisation and products and pitch it to various media people.
Organisations bank on their relations with media channels to enhance the reputation of their brand.
Following are the tools used in media relations:
Press Kits
Press kits include written material about the organization and its top people.
Audio Releases
Audio releases or video releases are pre-recorded messages distributed to various media channels.
Matte Releases
Small local newspapers accept articles written by organisations when they do not have sufficient articles or stories to publish. Such releases are called as matte releases.
Website Press Room
Public relations and communication experts promote their organisation and its products/services through online press rooms.
- Media Tour
Public relations and communication experts publicise their organisation and its products through media tour where key people of the organisation travel to important places and locations and promote their products through various interviews to media people.
They interact and share the benefits and USPs of their products/services with people from various news channels, radio channels and even print media.
Organizations also hire celebrities or other people popular among the masses to promote and publicize their organisation.
- Newsletters
Newsletters are nothing but publications which are distributed on a regular basis (monthly, quarterly) among target audiences.
Public relations and communications experts collect complete information (name, address, age group) of their target customers and distribute newsletters to create awareness about their products.
Newsletters should include information about the organization, interview from key people, product information, and testimonials from clients and so on.
- Events/Functions
Public relations and communications experts organise special events, gatherings, parties, to target their customers and promote their organisation and its products among them. People from media are also invited for coverage.
- Speaking Engagements
One of indirect ways of publicising an organization and its products is through interacting with potential customers and target audience.
Company officials address the target audience and do not only discuss about their products and services. They generally prefer any topic which would interest the target audiences.
Employee interactions on a regular basis
It is really essential for employers to stay in constant touch with employees and keep them abreast with the latest developments and happenings within the organization.
Management or public relations experts should circulate latest events, new product launches among employees through emails, circulars, notices or simply communicating with them.
- Charity/Corporate social responsibility
Public relations and communication experts engage in various social and charitable activities to publicise their organisation and its products. Organisations distribute products among target audiences to create a goodwill of their organisation.