Index

Chapter 5 – Public Relations Tools and Tactics

5.1. Media monitoring

5.1.1. Media monitoring services

5.2. Databases

5.2.1. Typologies and basic info

5.3. Key messages

5.4. Press releases

5.4.1. Press release characteristics

5.4.2. Elements of a press release

5.4.3. Ten tips to get a press release in front of the public

5.4.4. Press release distribution services

5.4.5. Press releases on the internet

5.5. Press Kits

5.5.1. Differences between a press release and a press kit

5.5.2. Contents of a press kit

5.5.3. Press kit formats

5.5.4. Materials that accompany a press kit

5.5.5. When should I send out a press kit?

5.6. Other press materials

5.6.1 Statements

5.6.2. By-lined articles

5.6.3. Editorial pieces

5.6.4. Case studies

5.7. Photos, video and radio news releases

5.7.1. Photos

5.7.2. Photo call

5.7.3. Video news releases and other videos

5.7.4. Making off

5.7.5. Radio news releases

5.8. Public Relations publications

5.8.1. Yearbooks

5.8.2. Magazines

5.8.2.1.  Internal publications

5.8.2.2.  Publications for external audiences

5.8.2.3. Online publications

5.8.2.4. Frequency and distribution

5.8.2.5.  Publication policies

5.8.3.  Brochures

5.8.4.  Newsletters

5.8.5.  Books

5.9. Media Relations

5.9.1. Media relations strategies and tactics

5.9.2. Frequency of information

5.9.3. Exclusives

5.9.4. Leaks and rumors

5.9.5. Corrections

5.9.6. Media alerts and embargoed information

5.9.7. News opportunities

5.9.8. Editorial calendars

5.10. Letters to the Editor and other public participation arenas

5.11.Media training

5.11.1. Q & As

5.11.2.  The hard questions

5.11.3. Bridging, hooking and flagging

5.11.4. Speech-writing and rehearsal

5.12. Press conferences

5.12.1. After the press conference

5.12.2. Statement without questions

5.13. Interviews

5.13.1. How does an interview happen?

5.13.2. Types of interviews

5.13.3. What to do when a journalist calls

5.13.4. Each type of media requires specific preparation

5.13.5. Other recommendations for interviews

5.13.8.  Evaluating the interview

5.14. Press trips

5.14.1. Clear rules from the beginning

5.14.2. “Familiarization” visits to tourist destinations

5.14.3.  After the trip

5.15.  Press tour

5.16. Events and gifts

5.16.1. Why plan an event?

5.16.2.  Form also communicates

5.16.3.  Expositions

5.16.4. Conferences and specialized seminars

5.16.5 “Open door” days

5.16.6.  Professional conferences

5.16.7. Other kinds of events (plays, talks, sporting events)

5.16.7.  Gifts

5.16.7.1.Teasers

5.17. Product sampling

5.17.1. Product betas

5.18. Showrooms

5.19. Institutional ads and infomercials

5.19.1.  Advertorials and Infomercials

5.19.2.  Product placement

5.19.3. Bartering

5.20. Customer service hotlines

5.21. Sponsorships and Patronage

5.21.1. Sponsorships

5.21.2. Patronage

5.22. Analyst relations

5.23. Speaking opportunities

5.23.1. Building relationships with thought leaders and authorities

5.24. Grassroots campaigns

5.23. Institutional Maps

5.24. Internal communications tools

5.25.  Electronic communications tools

5.26.1. Internet monitoring

5.26.2. Web sites

5.26.3. Online press conferences

5.26.4. Weblogs

5.26.4.1.  How do I prepare and maintain a weblog?

5.26.4.2. Weblogs and Public Relations

5.26.4.3. Blogadvertorials

5.26.5. Wikis

5.26.6. Content syndication

5.26.7. Mobile communication

5.26.8. Video games

Chapter 5 Addendum

Chapter 5 Synopsis

Chapter 5 References

Chapter 5 Synopsis

Public relations has become fundamental for organizations in a world that is more and more competitive (and more “hypercommunicated” every day) because they are allowed to differentiate themselves. PR is very important for reputation management in an age when certain groups can mobilize society quickly and en masse.

There are a variety of Public Relations tools and tactics. Many of these are exclusive to PR and others have been adapted from other industries, such as journalism, marketing or advertising.

The use of these tools and the implementation of these tactics has to fall within the guidelines of a previously established strategy or plan, and should follow a set of defined objectives.

We must not forget that not all of the tools work for all organizations. There are specific tactics for conducting effective media relations. Using these tactics, we can create professional relationships with journalists so that media coverage be fair, and when the information is worthy, abundant.

To that end, there are specific tools to communicate with internal and external audiences. Each one has a specific reach and objective, and for this reason, one must know how to use them and combine them in a strategic manner.

Some tools will work better for getting in touch with thought leaders; others will be effective in communicating with authorities, and there will be others which will help you inform audience with specific profiles.

The flexibility of PR allows us to establish close relationships with thought leaders ad these relationships should be handled professionally in order to preserve and strengthen them through time.

Organizations must make use of the immense communications possibilities that new technology offers. To do this effectively, knowing the media and the spirit of the audience on the other end of the internet connection  is indispensible.  Not doing so will make having a “conversation” with the critical and well-informed public impossible.

Any use of PR tools and tactics should be done ethically. PR professionals aren’t “propagandists” but those charged with helping spread the message of an organization and protecting its reputation.

Without credibility it is impossible to do the job adequately.