Public relations is a staff function within s company which is concerned with the purposeful and ongoing attempt to establish a mutual understanding with all the stakeholders (both internal and external) of the organization.
Staff functions are differentiated from line functions. Staff functions are supportive functions. Examples of staff functions are public relations and human resources. Such functions directly support line functions. Continue reading “Overview of Public Relations”
One such activity is sponsorship. Sponsorship refers to a situation when an organization supports a cause or event via contribution of some of its resources, which may include monetary and other resources. Examples of sponsorships include supporting sports events, charities and providing education grants.
Continue reading “PR Activities Which Require Use of Media”
Media refers to the channels via which particular message of the public relations campaign reaches stakeholders. Medium makes it possible for the campaign to reach stakeholders through the use of one or more channels. It can refer to mass media or to individual. Channel refers to a tool which is used to carry information. A channel is a medium of communication.
PR and media
Media refers to the channels via which a message of the public relations campaign reaches stakeholders. Media is not only an important stakeholder for a business but also make it possible to communicate with all other stakeholders of the business.
Types of media
Media can be of two types, controlled or uncontrolled.
Controlled media are usually paid media over which businesses have some control. An example of controlled media can be the annual report.
Uncontrolled media is unpaid media over which organization does not have control. An example of uncontrolled media is a news release. Media representatives, such as editors of a newspaper, will have control in such situation regarding whether this information will be published and in which form it will be published.
Choosing the media
When choosing appropriate media, public relations practitioners should consider which media is accessible to targeted stakeholders and which media they prefer. Available budgets should also be considered.
Public Relations campaigns must be data driven. Data, data, data must guide your thinking and approach. Many, many public relations firms simply follow the crowd. They generate press releases, contact authors and so on. This will get a company’s name out in the market but will not build a brand.
Below are three forms of collecting data:
Market research is research with intent to find information on specific issues, problems or opportunities. It is conducted when a need arises and not on an ongoing basis.
Market intelligence is an ongoing process of obtaining relevant information about the business environment on a formal and informal basis. Formal market intelligence procedures occur when specific personnel are assigned to search for any relevant information on the business environment. Informal market intelligence procedures refer to ongoing scrutiny of newspapers, magazines, industry related publications, relevant books and any other external sources which may contain relevant information on the business environment.
Internal data – refers to collecting data from internal reports of the organization. Internal reports may include billing reports, reports on inventory levels, at cetera.