Organizations hire public relations experts to position themselves strongly in the minds of
target audiences, investors, stakeholders, employees and all others associated with it. Public
relations activities are designed specially to create a strong brand image. Public relations
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 organization through ethical means.
There are various ways public relations activities take place:
Media Relations
Public relations experts create awareness and market their organization and its
products/services to various media sources which include TV, Radio, internet, newspapers, and
magazines and so on. Public relations experts develop and design various interesting and
creative stories about their organization and products and pitch it to various media people.
Organizations 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 prerecorded messages distributed to various media
channels.
Matte Releases
Small local newspapers accept articles written by organizations when they do not have
sufficient articles or stories to publish. Such releases are called as matte releases.
Website Press Room
Public relations experts promote their organization and its products/services through
online press rooms.
Media Tour
Public relations experts publicize their organization and its products through media tour
where key people of the organization 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 organization.
Newsletters
Newsletters are nothing but publications which are distributed on a regular basis
(monthly, quarterly) among target audiences. Public relations 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,
testimonials from clients and so on.
Events/Functions
Public relations experts organize special events, gatherings, parties, to target their
customers and promote their organization and its products among them. People from
media are also invited for coverage.
Speaking Engagements
One of indirect ways of publicizing 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 experts engage in various social and charitable activities to publicize
their organization and its products. Organizations distribute products among target
audiences to create a goodwill of their organization.
