Discuss types of interactive public-relations activities (e.g., press conferences, speaking engagements, special events, sponsorships, blogs, web forums, chat rooms, social media, media tours, email).
Explain types of one-way public-relations activities (e.g., search-engine optimization, newsletters, web sites, RSS feeds, podcasts, press releases, press kits, audio/video releases, matte releases, direct mail).
Describe ways that interactive tools can be used to develop positive public relations. › Interactive public relations (PR) has two key components: Using the power of the web to go beyond traditional media; and Using PR to establish and participate in a direct dialog with customers and prospects. › Optimize press release content for search engines, promote social bookmarking links
Discuss ways that one-way tools can be used to develop positive public relations. › Tweets, Podcasts, websites, RSS Feeds used to send out or post news releases Explain the use of public relations for crisis management. › Clearly explain what happened, get customers and the public to believe in your company
Describe trends in public relations activities. Use of social media to spread the word › Writing blogs - a way to have an active discussion with a motivated audience › Linking with other popular sites
Discuss reasons that public-relations specialists appeal to their company’s employees. › Employees also have social circles and spheres of influence Explain why public-relations specialists target communications to their customers. › To influence perception and future buying behavior
Describe reasons that public-relations specialists target their communications activities at their community. › To address current and potential customers › Build public image
Discuss reasons that public-relations specialists target their communications activities at the company’s vendors. › Keep them informed and excited about the company e.Explain why public-relations specialists target their investors with communications activities. › Keep them informed and excited about the company
Describe reasons that public-relations specialists target the larger business community or industry members with their communications activities. › Gets the word out and other people talking about your company – sphere of influence Identify topics appropriate for each of a company’s audiences. › New products, expansion, changes to the business and personnel