Public relations careers utilize integrated communications in order to customize the public image of a company, product, or person. Within PR jobs, many different tools can be used to create an effective marketing plan that can be adjusted accordingly.
Media Relations involves publicizing products and/or a company to the different areas of the press such as newspapers, magazines, newsletters, the internet, or television. Relevant stories are given to the media in order to promote products, of which the media is not allowed to accept any gifts. Key tools are used in media relations, and they include items such as:
– Press Kits include written information that supports the business. This may include news releases, history of the business, or information on the organization’s officers.
– News Releases (Audio or Video) include pre-recorded information that features the business as part of a story.
– Matt Release is a written article that is used as filler material. Matte releases are sent through syndicated services, emailed, faxed or mail.
– Website Press Room appeals to the media while providing contact information from the company.
Media Tours occur when companies send a representative of the company to discuss a new product on TV or radio talk shows. These representatives also conduct interviews with reporters online and off. The spokesperson can be a company employee but does not have to be. Some companies hire an independent person or a person who is considered an expert.
Newsletters are used for regular contact with an audience. Electronic mail and regular mail are used for these letters of information, and if effective, are well received.
Special Events include a very wide variety of items including receptions, dinners, or shows. The target audience can be very specific or quite varied. Making sure that the correct message is portrayed to the public is very important in this type of tool.
Speaking Engagements can include conventions, meetings, or other demonstrations. The main goal of a speaking engagement is to establish expertise.
Sponsorships are used to build brand recognition through the association of a planned event or group. These opportunities can range from local levels to international levels, from t-shirts to cars and other items.
Employee Relations is important for keeping employees informed of business information such as personnel information, corporate events, and other communication information.
Community Relations and Philanthropy includes building good relationships with parts of the community in order to minimize bad publicity that can arise.