Copy of Public Relation Media

8/6/2019 Copy of Public Relation Media

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CHINNAI COLLEGE OF COMMERCE

& ECONOMICS



SYBMS-B

Sub- Public Relation Management



INDEX

� Introduction

� Importance of media

� What & How media communicate

� Role of Media in Public relation� Method, tools & tactics of media

� Steps of developing your public relation &media plan

� Different types of advertising � Outdoor advertising

� Out sourcing of public relation

� Conclusion



Introduction

Media relations involves working with various media for the

purpose of informing the public of an organization's mission,

policies and practices in a positive, consistent and credible

manner. Typically, this means coordinating directly with the

people responsible for producing the news and features in

the mass media. The goal of media relations is to maximize

positive coverage in the mass media without paying for it

directly through advertising. Many people use the

terms public relations and media relations interchangeably;

however, doing so is incorrect. Media relations refer to the

relationship that a company or organization developswith journalists, while public relations extend that relationship

beyond the media to the general public.



Importance Of Media

Media is the most powerful tool of communication. It helps promoting

the right things on right time. It gives a real exposure to the mass

audience about what is right or wrong. Even though media is linked

with spreading fake news like a fire, but on the safe side, it helps a lot

to inform us about the realities as well. The world is moving towards

progress in every walk of life. But when we look towards societies, itfeels as if some thing is still missing. Money, power, lust, etc., is the

wish of every human being to attain. But we can't deny this fact that

we all are bounded with loads of social problems, which are hard nuts

to crack. Media has a constructive role to play for the society. Today

News Channels and even some Newspapers are mouthpiece of some

social issues, which helps us to estimate the realities of lives. Mediahas played an important role in order to focus on the social issues in

almost every era. It is the fact that in most of the eras, media were not

being given free and fair chances to explore the issues of society more

openly than it is being given now; but we can't deny this fact that the

issues were always raised in order to provide justice to the people.



What And How Of Media Communication

The only part of a broader public relation programme will be

to establish good media relations and make the corporate

management appreciate its importance. Obviously the most

successful PR campaigns and even the best ones are found

on good media relations. As business communicators the

image masters know very well that the soundest way to

convey the companies image to the target audience is often

through media coverage. But then however expert one may

be, certainly no communicator can claim to be fully effective

unless he or she is a real master in media relation.

� There are other tow press relation activities viz. selectivebriefings and exclusive stories. In this cotet the role of claims

and facts would be quite educative:-



1. The corporate management, first and foremost have to appreciate that it

has its links with the media through the PR out fit of the organisation2. A PR is for routine matters and the press conference is for something

more important.

3. Remember media relations wheather through press conference, press

release or regular PR contacts are meant for buying a very valuable

commodity and i.e. goodwill.

4. There is so much news and happening that it is not possible for thesmall band of journalist to go around and gather everything. Therefore, the

job of the PR person is to ensure that they get the right kind of relevant

information at the right time.

5. A lot of questions remain unanswered with a press release. It may lead

to a different interpretations. At the same time if a press conference is heldthe probing goes much deeper and sometime embarrassing questions

might be asked to the host.

6. Lastly there has to be a purpose for a press release or a press

conference.



Role of Media in Public relation

Media is the vehicle that a seller or a vendor uses to communicate withthe consumer. Depending on the product that needs to be advertised

the media is chosen. Many different types of innovative media are

available. The role of media and public relations is vital for survival of

any business. Its optimum use helps a company to advertise correctly.

Some agencies provide services to reach media. The most effective

medium available for advertising today has multiple options. Rightfrom billboards to electronic media to select print media to sponsoring

events, banners, in-flight and ground, radio, cinema slides the list is

endless for reaching the targeted group. With many options available

both media and public relations are linked to each other for proper

advertising Can one get effective advertising service, at effective costs

and tight budgets? Yes. There are many ways, using a combination of strategies. For example if a client uses a multi-pronged media, the

advertising agency can spread the use print (as advertisement), TV

(sponsorship or FCT) and Radio (jingle, debate or interview).



Methods, tools and tactics

� Public relations and publicity are not synonymous, but many

public relations campaigns include provisions for publicity.

Publicity is the spreading of information to gain public

awareness for a product, person, service, cause or

organization, and can be seen as a result of effective publicrelations planning. More recently in public relations,

professionals are using technology as their main tool to get

their messages to target audiences. With the creation of

social networks, blogs, and even Internet radio public

relations professionals are able to send direct messages

through these mediums that attract the target audiences.

Methods used to find out what is appealing to target

audiences include the use of surveys, conducting research

or even focus groups.



� Tools

There are various tools that can be used in the practice of

public relations. Traditional tools include press releases and

media kits which are sent out to generate positive press on

behalf of the organization. Other widely-used tools include

brochures, newsletters and annual reports. Increasingly,

companies are utilizing interactive social media outlets, such

as� Blogs,

� Twitter and

� Facebook,

� Targeting publics

Etc.



Six Steps to Developing Your Public Relations

and Media Plan

� Step 1: Define and write down your

objectives for your publicity or media plan.

� Step 2: Define your goals in

achieving this objective. It is

important that your goals be

specific, measurable, results-oriented and time-bound. These

goals must be in-line with your

overall business, marketing, and

sales objectives.

� Step 3: Determine who your target

audience consists of. Who is it thatyou want to reach with this

campaign? What do you want your

key message to be?

� Step 4: Develop a schedule for your public relation campaigns. Create

synergy by coinciding your public

relations plan with other marketing

and sales efforts.

� Step 5: Develop your plan of attack.

What communication vehicles will

you use to get your message to the

public?

� Step 6: Put measures in place to

track the results of your PR

Campaign. After each campaign sitdown and review the results. Did

you achieve the defined objectives

and goals of this campaign? Should

you consider modifying your original

plan? If so, how and why?



Types of Advertising

� Print Adver tising ± Newspapers,Magazines, Brochures, Fliers .

� Broadcast- T.V, radio, D.D,satellite channels .

� Non Broadcast- Cinema, video ,cable, closed circuit t.v.

�

Outdoor Advertising ±

Billboards, hoardings, posters, xeon signs, etc.

� V ehicular/transit- T rains, buses,taxis, auto-rickshaws, privatevehicles, etc.

� P oint of purchase- Stickers,banners, painted signs, window display.

� S pecialty media- Buttons, t-shirtsstickers, badges, diaries,calendars, key chains,etc.

� M iscellaneous- T rolleys at

airports, direct mail advertisnig.



� Newspapers adver tising-Newspaper is one of the important andextensively used medium of advertising. They may be local, regionalor national, like The Economic Times and Financial Express.

� Magazine adver tising- Magazines are periodical publications . They

include general interest magazines, trade publication and specialinterest magazines. Business India, India Today, Business Word,Sports star, Lok Prabha, and Femina are more popular magazines.

� Radio- One of the most extensively used medium of advertising allover the world is radio advertising , In India , radio advertising is mademainly on Vivid Bharat and FM channel. It covers 98.8 per cent of thepopulation and 90 per cent of the total geographical area.

� Film/Cinema- It is a medium of advertising in which short films or slides on a product are prepared and screened at cinema hall andother places of entertainment such as parks, gardens, big hotels.Slides and short film can be prepared in regional languages. Thesefilms are given to cinema houses for screening two or three within onefilm show.

� Television- The latest addition to the existing media of advertising isT.V. advertising. Ti is used extensively and is very popular with theadvertisers and viewers. The T.V. media is visual and combines thebenefits of salesmanship and publicity. It is one of the non-broadcasting media and the others include vedio, cable, circuit T.V.and cinema.





Outdoor Advertising

� Over the past several decades, there has been a considerablechange in the field of outdoor advertising. It has evolved into amedia which is as strong as all other forms of advertisement.This industry has remained unscathed even when all the other advertising industries have been struggling to remain intobusiness. In fact, businesses spend billions of dollars each year in outdoor advertising. Indeed, this form of advertising media hascome a long way from being a mere roadside poster.

� Some of these benefits include:

a. It provides numerous ways to market a product effectively, thus,giving back value for every dollar spent.

b. It is an extremely effective way to reach and saturate the targetmarket.

c. It is an efficient way to ensure the products ubiquitous presencein consumers minds.

d. It is a mixture of various forms of media that successfully reachpeople wherever they are.

e. It provides an effectual way to reach consumers and create anoverall awareness of the product.



Ty pes of outdoor advertising

� Posters/bill boardsand painted signs

� Neon signs/electricsigns

� Skywritting/skyadvertising/ballonadvertising

� Sandwich boards/sandwichman

�

Trainsitadvertisng/transportadvertising

� Trade shows andfairs.



Different public relations media

� House journals

� Public address system

� Photographs

� Drawings

� Fairs, festivals and

exhibits.

� Public

� Colures

�

Flip-over chart� Display/ window display

� Overhead projector



� Conferencing

� Telephoning

� Letters & Post cards

� Signs & symbols

� Spectacolour

� Booklets

�

Pamphlets� Brochures

� Hand book

� Other media



Outsourcing of public relationOutsourcing means obtaining goods & services by contact from

an outside source.

The following are the reason why outsourcing is undertaken:-

1. To free the management from day to day activity.

2. To have accessibility to the world class capability.

3. To redirect resources from non-cor activities towards activity

that have greater return in serving the customers.

4. To enjoy lower cost due to economies of scale.

5. To increase flexibility in order to meet changing business

conditions.

6.To minimize business risk and acquire innovative ideas

7. To improve credibility and image by associating with superior

provider.

8. To focus on broader business issues while having details

taken over by outside experts.



Conclusion

Public relations (PR) is a field concerned with maintaining apublic image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians.Others define it as the practice of managing communicationbetween an organization and its publics. Public relationsprovides an organization or individual exposure to their

audiences using topics of public interest and news items thatprovide a third-party endorsement[3]and do not direct payment.Once common activities include speaking at conferences,working with the media, crisis communications, socialmedia engagement, and employee communication.Public relations is used to build rapportwith employees, customers, investors, voters, or the generalpublic. Almost any organization that has a stake in how it isportrayed in the public arena employs some level of publicrelations. There are a number of public relations disciplinesfalling under the banner of corporate communications, suchas analyst relations, media relations, investor relations, internalcommunications and labor relations.

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