Public Relations and Publicity

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Public Relations and Publicity

• Ogden - Chapter 8

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Public Relations

• All stakeholders
• Customers
• Public (general and local)
• Employees
• Vendors
• Distribution channel
• Government

3
Public Relations

• Mass Media
• Not paid for
• Less control
• Must be news worthy
• More credibility (usually)

4
Public Relations

• Publicity
• Generate news about a company or product
• Controlled / planned
• Consumer or trade oriented

5
PR Objectives

• Reputation management
• Lobbying
• Special events management
• Speech writing
• Publication development
• annual report, brochures, etc.

6
PR Tactics

• News releases
• Photographs
• Media (press) kits
• Fact sheets
• Feature articles
• In-house material

• Event marketing
• News pegs
• Posters
• Exhibits
• Other audio visuals

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How to write a Press Release

• Make sure the information is newsworthy.
• Tell the audience that the information is
  intended for them and why they should continue to
  read it.
• Start with a brief description of the news, then
  distinguish who announced it, and not the other
  way around.
• Ask yourself, "How are people going to relate to
  this and will they be able to connect?"

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How to write a Press Release

• Make sure the first 10 words of your release are
  effective, as they are the most important.
• Avoid excessive use of adjectives and fancy
  language.
• Deal with the facts.
• Provide as much Contact information as possible
  Individual to Contact, address, phone, fax,
  email, Web site address.
• Make sure you wait until you have something with
  enough substance to issue a release.
• Make it as easy as possible for media
  representatives to do their jobs
• http//www.press-release-writing.com/10_essential_
  tips.htm

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Other sources

• http//www.stetson.edu/rhansen/prguide.html
• Get the press on your side http//www.frugalmarke
  ting.com/dtb/press.shtml

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Assignment

• Plan your Public Relations for the year
• Create a Press Release