Thoughts on PR Tactics
		MEDIA RELATIONS - Developing, managing and maintaining relationships with communications media. This is done primarily to gain publicity for an organization, or to respond to the media’s interest in an organization. Strengths are relatively low cost, can be highly targeted, credibility of neutral third party endorsement, builds image, breaks through clutter, can generate leads.   Weaknesses are loss of control over the message’s tone, content or placement. Media relations tactics include: Media Briefings – meetings with editors and writers of a single news outlet as a means to deliver background information or an attempt to influence editorial opinion News Conferences – planned events designed to bring in editors and writers from multiple media for an all-at-once session. These should be conducted only for issues of major importance Publicity – disseminating planned messages through selected media without payment to further an organization’s interests Letters to the Editor – correspondence designed to be reprinted on the editorial page of a magazine or newspaper White Papers/Position Papers – Organizations with experts or a position on an issue that is in the public arena often develop documents that provide detailed information or persuasive commentary on the issue. These are often publicized through the media or in conjunction with speeches. Speakers Bureau – An organizational program developed to use speeches as a means to influence public policy, deliver detailed information on an issue or lay out an organization’s position on issues. Event Marketing – Stimulating interest in a person, product or organization by means of a focused event. These are often conducted in conjunction with media relations efforts as a means to get the message out to a larger audience. Strengths are that they can be highly targeted, build brand recognition, operate in an uncluttered environment not perceived as advertising. Different kinds of events include: Concerts/live performances Trade shows Conventions Sporting events Publications – Newsletters, e-newsletters and magazines designed to develop or maintain an organization’s relationship with customers or other target audiences. Other PR Tactics Employee Relations - responding to concerns and informing and motivating employees Community Relations - continuing, planned and active participation within a community to enhance its environment for the benefit of citizens and the organization Public Affairs - developing effective involvement in public policy Government Affairs - lobbying Issues Management - identifying and addressing issues of public concern Financial and Investor Relations - creating and maintaining investor confidence and building positive relationships with the financial community Development/Fundraising - demonstrating the need for and encouraging an organization’s publics to voluntarily support it Marketing Communications - combination of activities designed to sell a product, service or idea, including advertising, collateral, publicity, promotion, packaging, point-of-purchase display, trade shows and special events Back To My Creative Team >>