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CHANGING INTO OVERDRIVE:How International Is PR?

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 43
CHANGING INTO OVERDRIVE
Overview
In many situations PR acts or moves as an "over drive" mode,In fact it has to be very proactive without
proving expensive and ensure results beneficial for the organization. Moreover, it would also be discussed
whether exhibitions should be held or not and what are the advantages of such exhibitions.
How Proactive Should Be For An Effective PR Presence?
·Are we obtaining our fair share of shout?
·How much can we turn into usable intelligence?
·Does our image & our reputation satisfy our needs?
·How are we doing at meeting our customer's communication expectations?
·Can we fairly claim to be creative in what we are doing?
How To Maintain Momentum Without Increasing Costs?
·Momentum implies a growing level of commitment which might need extra expenditure.
·In PR work curtailing cost may be possible for a while. (e.g.) larger the public to be addressed larger the
cost.)
·Going to opinion leaders direct a good way to cut costs.
How International Is PR?
·It is said that 100,000 PR students under training in China.
·The Russian PR people at the trade's European federation pass a resolution against providing PR services
to terrorist organizations.
·Argentinians denied access to their bank deposits demonstrate volubly before the news media.
"In fact PR is humanity's new mechanism
for talking with or shouting at , next door
or across the world"
Should We Do Exhibitions?
Think Hard! -- Consider choices! Then ask following questions?
·How long has the event been going?
·What official support does it enjoy?
·Are there any supporting conferences?
·Is it a trade, public or combined event?
·What is the reputation of organizer?
·What have been recent attendances?
·What other hard facts can the organizer provide?
Important Key Components
·Design of the stand.
·Management & control of the stand.
·PR support before & afterwards.
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Fundamentals of Public Relations ­MCM 401
VU
What Is A Design Brief?
·Organizational background
·Market background
·Product background
·Existing materials
·Present visual symbols & applications
·Budget
·Timing
·Evaluation
What If TV Wants Interview At Short Notice?
·Which Programme, what transmission time & how long on air?
·Is the interview to be in studio, at an outdoor location or on our premises?
·What is the subject to be discussed, what are topics to be included?
·Does the interviewer has sufficient information to work on
·Can we have a "dry run beforehand?"
Are There Any Golden Rules To Write Press Releases?
·Who did it / is doing it / will be doing it?
·What was happening / is happening / will happen?
·Where did it happen / is it happening / will it happen?
·When did it happen / is it happening / will it happen?
·Why did it happen / is happening / will it happen?
·How did it happen / is it happening / will it happen?
What Is A Press Pack?
·A collection of information compiled for use by a journalist.
·It may comprise a press release, fact sheets, captioned photographs
& relevant printed matter ,e.g.
corporate brochure.
·Generally prepared for an event like an exhibition or annual general meeting.
Why Write A Letter To The Editor?
·It reminds the editor of who the sender is,& his or her reputation as a source of "good stories", well
researched & written.
·It is a neat way of making an enquiry or offering "follow up", where seeing the item is necessary first
before the receiver can respond.
·It can be means of developing the contact further, by sketching possible future contact, availability of
more or different material , forthcoming events & so on.
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Fundamentals of Public Relations ­MCM 401
VU
How do we know if we are making the most of our PR function?
·How often have departments called on PR for support?
·Is senior management involving the PR before decisions are taken, or only afterwards?
·Does PR get involved in communications between departments?
·Are we seeing PR more as a management function or a technical service?
·Could we be using PR more in our "futures" thinking?
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING