English Advertising WTUC Public Relations

The Role of PR Manage a company’s reputation and help build public support for its activities. Focuses on the relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill. Failure to establish goodwill would mean loss of customers and revenues Improves public opinion about the company

Ad and PR Both are marketing tools used to promote sales Differences PR professionals have a background in journalism rather than marketing PR activities raise awareness, inform and educate, create a climate of consumer acceptance

Reputation Management Publicity and Press Agentry (release) Crisis Communications Management Community Involvement

http://www.apcoworldwide.com/content/newsroom/press_releases/09_08_08.cfm

http://www.vwasia.com/publish/vwasia/vwasia/en/company/media_centre/press_releases/2009/Volkswagen_opens_new_plant_in_Pune__India_.html

Publicity/Press Release To generate news Get it in placed in the media Free publicity- media don’t charge to run it Misconception Someone still gets paid to write the release and coordinate with the press News worthy New-product introductions Awards Company sales and earning Major new contracts Mergers Retirements Speeches by company executives

Crisis Communication Crisis management Damage control Identify the problem and take immediate corrective action Company handles communications during emergencies or catastrophes will determine how the public responds to the news No response= disastrous results

Community Involvement Develop a dialogue between the company and the community Contribute to the community’s social and economic development Civic and youth groups Charitable fundraising drives Cultural or recreational activities Adopt one program relevant to its expertise and focus its mission marketing activities PR department help set-up and publicize them to the community

PR Tools News (Press) Releases Consists of one or more typed sheets of information issued to generate publicity or shed light on a subject of interest Topics include announcement of a new product, promotion of an executive, unusual contest, landing of major contract, establishment of a scholarship fund Photos Events Products in use New equipment Newly promoted executives

PR Tools Feature Articles (newsletters) Posters, exhibits, and bulletin boards

http://www.bmw135i.net/info/BMW135i-CanadaPhotos.htm

How to Write a News Release Double-space the text Top of the page, write the name and phone number of the contact person Write ‘FOR IMMEDIATE RELEASE’ or ‘TO BE RELEASED AFTER (date) Write a headline that signals the key factor or issue of the story “TECHCO PRESIDENT SPEAKS TO BAY CITY LIONS CLUB THURSDAY” Place the most important information first, Wh-questions

Lead sentence Techco President Ralph J. Talk will address the Bay City Lions Club at 8 p.m., Thursday, September 16, 2004. Body Text Mr. Talk’s speech will be ‘Technology in Albania.’ Mr. Talk served five years as assistant to the president of the Albania Travel Association. Final Text- fill in background details Mr. Talk was born on April 30, 1956, and is married to Alice Johnson of Bay City. They have two children. Mr. Talk is a board member of the Bay City Little League.

Keep it factual, direct, and short Carefully proof your copy

Exercise http://www.salespromo.co.uk/article/980

http://www.salespromo.co.uk/article/979