Presentation on theme: "Public Relations and Publicity Ogden - Chapter 8."— Presentation transcript:
Public Relations and Publicity Ogden - Chapter 8
Public Relations All stakeholders Customers Public (general and local) Employees Vendors Distribution channel Government
Public Relations Mass Media Not paid for Less control Must be news worthy More credibility (usually)
Public Relations Publicity Generate news about a company or product Controlled / planned Consumer or trade oriented
PR Objectives Reputation management Lobbying Special events management Speech writing Publication development annual report, brochures, etc.
PR Tactics News releases Photographs Media (press) kits Fact sheets Feature articles In-house material Event marketing News pegs Posters Exhibits Other audio visuals
How to write a Press Release Make sure the information is newsworthy. Tell the audience that the information is intended for them and why they should continue to read it. Start with a brief description of the news, then distinguish who announced it, and not the other way around. Ask yourself, "How are people going to relate to this and will they be able to connect?"
How to write a Press Release Make sure the first 10 words of your release are effective, as they are the most important. Avoid excessive use of adjectives and fancy language. Deal with the facts. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address. Make sure you wait until you have something with enough substance to issue a release. Make it as easy as possible for media representatives to do their jobs http://www.press-release-writing.com/10_essential_tips.htm
Other sources http://www.stetson.edu/~rhansen/prguide.htm l http://www.stetson.edu/~rhansen/prguide.htm l Get the press on your side: http://www.frugalmarketing.com/dtb/press.sht ml http://www.frugalmarketing.com/dtb/press.sht ml
Assignment Plan your Public Relations for the year Create a Press Release