2. The World of PR?
Contents
Introduction: What is “Public Relations”?
Most common PR Tools
3. Introduction: What is public
relations ?
Thank you for visiting pr-online.com and watching our
slide show.
We will show you the most common PR tools that will help
to generate awareness of your company, service or
product.
4. What is Public Relations?
„Public Relations‟ (PR) means managing and maintaining
the public image of a business or individual.
It can be described as the practice of managing
communication between an organization and its
public, such as clients, voters, members of the local
community, members of the media, online fans groups
etc.
PR has evolved to a content management tool that now
includes social media.
5. What is Public Relations?
A Definition of PR is "Using the news or
business press to carry positive stories about
your company or your products; cultivating a
good relationship with local press
representatives" [source: Entrepreneur.com].
The most common form of public relations is to
draft a press release, which are sent to targeted
members of the media.
6. Most common PR Tools
Here are the most common pr tools:
Press release
A press release resembling a compelling news
story, describing why a client's product, service or
personal history is important. The goal is to fulfill the
journalist's requirement for news while enhancing the
client's image in the public eye.
At pr-online.com, we spend a lot of time cultivating
relationships with journalists and other members of
the mass media. This is done by researching which
journalists write about the client's industry or personal
interests.
7. Most common PR Tools
Our experts contact the journalist to find out
more about the types of stories he's looking for
and how he likes to receive story pitches.
A journalist is much more likely to read a press
release that's fresh, timely, from a recognizable
source and targeted specifically to his interests.
8. Most common PR Tools
The goal is to secure editorial space in the media
outlets.
Third-party endorsements are valuable. Editorial
coverage is worth at least three times as much as
ad space. That‟s because the general public views
advertising as biased, and editorial coverage as
truth.
A half-page ad in your regional newspaper that
costs $2000, is worth about $6000 in pr coverage.
9. Most common PR Tools
Press kit or media kit
A journalist might request a press kit which
could include:
• Executive profiles
• Quick facts
• Photographs
• Detailed product descriptions
• Recent press releases
• Business card of PR representative
10. Most common PR Tools
TV interviews
TV interviews are often used for important
news.
Some of the interview advice from media trainers:
• Be prepared with a few simple, key messages
• Prepare answers for possible questions
• Never lie to a reporter or say "no comment"
Better to say you're "carefully reviewing" all the facts
11. Most common PR Tools
Newsletter
1. Focus on your design and content and make
sure the newsletter fits into your corporate
design and identity.
2. Always go for a simple design and provide short
but interesting information.
3. Use tables to keep the content easy to read and
structured.
4. Use Images to highlight your content, many
readers like visualization.
5. Call to Action – what do you want to accomplish?
Provide a link to view the Web version.
12. Most common PR Tools
Employee Communication
Keep your employees informed of corporate
programs, sales incentives, personnel
issues, new products and programs. Tools
you can use are Intranet, email, online and
print newsletters.
13. Thank you for visiting our site and watching this
slide. Check out our blog where we have more
tips for your communications and business
needs.
We are experienced in these and more tools of
public relations. Please get in touch for your
complimentary proposal to get people talking
about your business.
Susan Muller
Founder of pr-online.com
