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Business English Upper Intermediate. U2W09 John Silberstein [email protected]. Agenda. Public Relations Graphs – Cont’d. Public Relations. TOOLS. - PowerPoint PPT Presentation
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Agenda
• Public Relations
• Graphs – Cont’d
Public RelationsTOOLS
There are various tools that can be used in the practice of PR. 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, press conferences and annual reports.
Increasingly, companies are utilizing interactive social media, such as blogs, Twitter and Facebook, as tools in their PR
campaigns. Unlike the traditional tools which allowed for only one-way communication, social media allows the organization to engage in two-way communication, and receive immediate
feedback from their various stakeholders and publics.
Public RelationsTechniques
Public Targeting
A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to
that audience.
PR Firms will try to use demographics to identify key segments to target, but not all segments are clearly defined by
demographics.
Demographic data may not be helpful when trying to identify people who may be willing to contribute money to a specific
charitable organization.
Public RelationsTechniques
Lobby Groups
are established to influence government policy, corporate policy, or public opinion. Such groups claim to represent a particular interest and
in fact are dedicated to doing so.
Public RelationsTechniques
Spin
In PR, "spin" is sometimes a pejorative term signifying a heavily biased portrayal in one's own favour of an event or situation. While traditional public relations may also rely on creative presentation of the facts,
"spin" often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics.
Politicians are often accused of spin by commentators and political opponents when they produce a
counterargument or position.
Public RelationsTechniques
Spin
In PR, "spin" is sometimes a pejorative term signifying a heavily biased portrayal in one's own favour of an event or situation. While traditional public relations may also rely on creative presentation of the facts,
"spin" often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics.
Politicians are often accused of spin by commentators and political opponents when they produce a
counterargument or position.
Public RelationsChannels
Media RelationsInterviews
News/Press ConferencesSpecial Events
Public RelationsChannels
Media Relations
News Releases: On-going news releases will cover new products, product
enhancements, personnel appointments and promotions, plant and other facility
expansions, pricing changes and, of course, key business developments such as contracts and marketing agreements.
Public RelationsChannels
Media Relations
Perspective" News Releases: The �perspective release is a statement by an executive about an issue of importance to his or her industry. Such releases are
effective in building recognition and respect for company executives.
Public RelationsChannels
Media Relations
Articles: features, application �and case-history articles, as well as
highly technical articles.
Public RelationsChannels
Media Relations
Papers and Speeches: Speaking �engagements at key industry events
and forums provide important visibility.
Public RelationsChannels
Media Relations
Papers and Speeches: Speaking �engagements at key industry events
and forums provide important visibility.
Public RelationsChannels
Media Relations
Crisis Management: Many companies would prefer not to have to talk to customers, the press or even employees when crises occur. But open
channels of communication enhance your company s image in good times as well as bad. �
A crisis well-handled can build well-earned respect, as well as trust in company
management.
Public RelationsChannelsInterviews
Can provide a venue where detailed information about a specific topic or range of topics can be discussed.
Public RelationsChannels
New/Press Conferences
Allow an organization or individual to discuss specific topics with the
“Press”. Usually reserved for major or significant events.
Public RelationsChannels
Special Events
Tradeshows, seminars, product announcements, tours, etc.
Describing GraphsUS Trade Wholesale Electronic Book Sales
Q2 2010 = $88.7 Million, July + Aug 2010 = $79.8 Million
Describing Graphs
Describing Graphs
Describing Graphs
