P R TOOLS FOR PRINT MEDIA

Most of the efforts we make in public relations are through forms of print media, primarily newspapers and trade related magazines as these are usually the most visible outlet in the community. Some of the PR tools for print media are as under…..

a. PRESS RELEASE: The press release is the most common material provided to media outlets. These documents provide a brief, yet thorough, description of an upcoming activity.

b. PHOTOGRAPHS: There are usually two types of photographs in publicity portrait shots, 1. where people pose for the camera and smile, and 2. where the subjects are doing something.

c. CASE HISTORIES / STUDIES: Case studies which show a good image of the company are shared with the media / investors, community etc.

d. EDITORIALS: Without spending any money, receive high credibility, however with no control over message.

e. ADVERTORIALS: Advertisement + Editorial. It has control over message, pay less than an advertisement. It is a strategic tool, but should not be used too often.

f. INTERVIEWS / FEATURES: More often than not, press releases will not be printed verbatim. Even though your media contact will likely re-write them, possibly including additional quotes or information they research on their own. However, there are also times that a press release will encourage a reporter to do more, such as conduct a full interview with the CEO or write a feature article on an upcoming project.

g. LETTER TO THE EDITOR: Submitting these articles does not require a media contact. This also gives an opportunity for any member to submit a letter on their company for printing in a local newspaper.

h. ANALYSTS BRIEF: One tells about the company, what the company is doing. It is done to influence the stock buyers, analysts, employees and media.

i. CORPORATE ADVERTISING: If you believe the image of the company is good i.e. that trustworthy, reliable one, then you can use that as a PR tool.

Lots of PR <3