Ch07 PR and IT Tools

PR & ITS TOOLS The use and benefit of Internet and Email has been greatly identified as a useful tool for public relations practice. But how and when to use this is a question which needs to be pondered upon in the modern day practice of public relations. This and the use of laptops or note book will also be looked at and its advantages and disadvantages will also be compared in this lecture. How To Develop E-PR This is the age of electronic communication. It is therefore important to know the different aspects of developing PR in this sector. Immediate Points To Consider. Immediate Impressions. Wise use of colors & illustrations in a purposeful way. Quick download of information possible from the site. Use small images, storing them as highly compressed file. Your site should /could include: An overall mission statement. Details of products or services. Secure means of ordering. Compact, relevant & informative material easily readable. Information about key personnel & company locations. Good links to other /own, and / or relevant sites. Publicity about awards, ’good works’. Frequently asked questions. (FAQs) I) membership or registration offers. j ) Competitions, quizzes or other entertaining items. k) Some form of feedback. Your site should not include: Unnecessary flashy & fancy graphics. Curious backgrounds that render text almost impossible to read. A lead page that merely shows your logo or company name. Unclear and useless links or other devices that viewer may not recognize. Using Email As PR Tool: Email is addressed to individuals, who each receive a personally addressed item with no copy marked elsewhere. Email is sent to individuals on a list, so that all know who else has received it. Email is posted on web so that anyone who wants to, can download it. Email is available to be sent to auto responder to anyone who logs in. E - Press Releases. Start with a bold heading – FOR IMMEDIATE RELEASE. Choose an eye catching headline, short, relevant, truthful & to the point. Keep the size to maximum of 500 words. Include your web address (URL) for future contact. Use simple & readable fonts. Do not have large attachments. Signature Files – The new PR Tool. Simple Messages that conclude all your emails. These are seen by every e-mail recipient. This keeps your names & concepts in mind. Useful & legitimate way of promoting your key purpose. Writing An E Press Release. Internet - a useful medium for press releases. Special recommendations: Start with a bold heading. Add a date always. Choose eye catching headline – short & relevant. Use a simple font e.g. Arial & avoid block letters. Avoid attachments to a press release. How To Develop E-PR Using Laptops & LCD Panels Well The Up Side The Down Side 462534-341643 Many excellent graphics programs available. Many striking visual effects possible. Visual parts of presentations can be prepared quickly. Programs can make not only Electronic visuals but with other features. Lend high tech credibility to presenter Encourages a display for every thought. Requires special equipment. Long setup / boot up times. Can detract attention from presenter. Easy to overdo visual effects. May require dim room lighting. May be hard to tailor. Techniques For Using Laptops For Presentations. Don’t overdo visual effects; don’t make a visual for every single thought. If possible index slides for quick reference tailoring to your requirements. Have plan B --- a hard copy version of your slides --- as a stand by. Rehearse carefully & thoroughly. Get there early; check everything twice. If using a TV monitor use at least 30 inch screen. (better to use LCD data show). If using an LCD Panel & reflective screen, try to get a super high resolution projector. Allow sufficient setup / boot up time. Ensure image is large enough to be seen & is clearly readable. If presenting in a darkened room , emphasize your voice dynamics. If you anticipate long discussion on slides turn off screen saver. For commands, use a remote portable mouse as opposed to tapping the laptop. SPONSORSHIP—AN IMPORTANT PR TOOL This lecture will cover the importance of sponsorship as a public relations effective tool and its benefits. The important public of public relations i.e. employees will also be discussed with its importance and how to keep good communications with them are essential points discussed in this lecture as well. Why Sponsorship? “A wise man will make more opportunities than he finds.” -- Francis bacon 4 Questions? Why Sponsor? What should you sponsor? What are the total costs involved? How can the sponsorship be organized? Sponsorship—An Important PR Tool 1. Why Sponsor? Want to enter a new segment of market. Increase familiarity with your name. Want to improve customer relations. Enhance your corporate image. Show how your products perform. Want maximum media coverage. Support your distributors. Want your company known in export markets. Want to increase goodwill. To be able to offer Hospitality to business guests. What To Sponsor? SPORTS ARTS & CULTURE PUBLICATIONS PROFESSIONAL AWARDS EDUCATIONAL CHARITABLE CAUSES. How Does PR Support Employees Communication Important Questions •How much employees know about board room decisions?— Should they or should they not? •How much interest management takes in employees’ attitudes and aspirations. •To what extent modern technologies like internet, mobile phones, pagers and PC’s are exploited for better communication with employees. How Does PR Communicate With Employees •Knowing the difference between Management -- Employee and Employee -- Management communications – downward & upward & even sideways internal communication. •Do you have anyone directly responsible for managing such communication? “as it is a challenge!” What Are Employees Aspirations? Are they secure? Are their salaries higher? Do they have longer holidays? Do they have shorter working hours? Do they have greater safety? Do they have opportunities for promotion? Are they given equity ownership? Do they have more participation in decision making? Other Methods E- Newspapers. Using website to keep information available. Video Magazines. Occasional playing of information on video or through interactive CD. Notice Boards. Controlled notice boards are very effective way to communicate with employees. PR & Communication Audit Employees very critical of company’s advertising. Employees require more access to policy information. •Issue a questionnaire to employees to know what they want & expect on various subjects. Employees expect more profit than shown. Positive Indicators. Reduction in staff losses. Reduction in absenteeism. Increased take up of equity schemes. Better understanding of organization’s policies. •Better understanding of the organization’s managerial structure, & who is responsible for each function. There is evidence of greater job satisfaction. PR & Communication Audit Very Good Good Fair Poor Bad Working conditions Salary / wages Bonus / Profit sharing Promotion prospects. Staff training program. Special facilities Communication with Management Company business Prospects. Company environment Behavior. Company’s image Communication Audit Communication Inside the Organization Communication Outside the Organization 2657102122419Communication Audit Shapes the MESSAGE 3659894-1089178611131-1098322To build the POSITIONING Which defines CORPORATE IDENTITY To earn a REPUTATION (Which DIFFERENTIATES the organization from its competitors) HOUSE JOURNALS Overview In this lecture we will explain the importance of house journal, its history, types and its application and utility in the public relations practice. We will also explain different publics and furthermore cover the role of public relations in customer relations with its different aspects. We will also briefly touch the subject of exhibitions and seminars, its different kinds, aspects and different purposes. House Journals This is more or less a 150 year old PR Medium or a form of public relations. These have been given different names like, house organs, employees’ newspapers, company newspapers or newsletters also. However, before we study the purpose and types we will study the employee response to such a publication. •Do the employees welcome such journal? •Do they regard it rather cynically as something imposed by management? •Are employees invited to contribute to the contents? – Reader participation Very important. •Are employees (Readers) critical letters permitted/printed? •Does it look like it interests the employees or it only satisfies the vanity of the management? Types Of House Journals. •Sales Bulletin – Normally exchanged between a sales manager & sales staff which could even be weekly. •Newsletter – A digest of news for busy employees like management, technicians and also acts as external communication. •The magazine – This contains feature articles & pictures and its frequency can be monthly or quarterly. •Tabloid newspaper – It resembles a popular newspaper. •Wall newspaper – This is a very useful form of staff communication who are contained in one location like a factory, a store or a hospital. It will be something like a poster – something like used by Pakistan / British rail for its stations etc. Possible Publics Of House Journals The Trade…. Distributors which can be educated about a company and its products. Users. Formulators, designers,& others who could be shown how to use products such as materials, components or ingredients. Professionals…. To whom Products & services of interest can be described and explained. Patrons ….The in-flight magazine are a good example, or like the ones supplied to hotel guests. Customers…. Journals issued or sent to customers, generally free of charge. Opinion Leaders…. Those who matter need to be informed. How PR Can Conduct Good Customer Relations. Basically public relations depend on 2 major requirements for good customer relations. •Quality products or services. •Responsible acceptance of after market needs. Secret Of Good Customer Relations. •To determine what customer wants & would like. •What problems of product or services need to be addressed? •What doubts the product or services raise? •Attractive and smart Packing has to be designed •The after market policies have to be seriously devised and implemented. The After Market ( After Sales ) •Can your customers find spares and / or service agent easily? •Do you train service engineers? •Do you provide them with explanatory manual? •Does your product carry an explicit, well illustrated service manual? •Does the guarantee with your product has complicated & infuriating exclusion clauses? Exhibitions & PR 4 Aspects. •Participation in a public or trade exhibition. •Public relations support for a participant. •Exhibitor’s promoter’s public relations. •Public relations exhibition. Special Characteristics Following characteristics need to be kept in mind. •Attractiveness. •Visibility. •Personal Confrontation. Exhibitions & PR Public Relations Support to the participants. Following is the main service of support public relations can provide in an exhibition to the participants. •Contact the Exhibition officer to offer support. •Identify & approach the Chief guest for visiting the stand during the tour. •Ensure coverage in the media. •Make available company’s important officials in the press conference of the exhibition. •Secure exclusive media coverage during exhibition. •Advise, inform & advise export promotion department about your product. •Producers of relevant Radio & TV programs are invited to provide information about future products. Exhibition Promoter’s Public Relations. Following support public relations can provide to a promoter of an exhibition; •Organize PR activities like press conference, issue of news releases to announce future exhibitions. •Release a diary of all upcoming exhibitions. •Cooperation with government exhibition agencies, which circulate information about exhibitions. •Seek advance information from exhibitors. •Cooperate in arrangements for the official opening. •Arrange full press coverage of the official opening. •Release “curtain raisers” for the upcoming exhibitions. •Maintain a PR office throughout the exhibition. •Coordinate with exhibitors for any special activity. •Produce an end of exhibition report on exhibitor’s comments. Various kinds Of PR Exhibitions. •Portable Exhibitions – Modular, which could be taken apart and moved to site. •Permanent Exhibitions – Usually at company premises but can be at trade centers as well. •Mobile Exhibitions – Moving from place to place, floats etc.