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CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals

<< PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
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Fundamentals of Public Relations ­MCM 401
VU
Lesson 8
CREATED PRIVATE MEDIA
Overview
In this lecture information will be provided about various created private media, its different kinds and their
importance. We will also explain about various types and points regarding house journals; and how to plan
them. We will also deal with methods of assessing results and matters pertaining to market research, its
importance and how to conduct it.
In order to reach certain publics to achieve particular objectives, the mass media of press, radio and
television may not be appropriate, especially if these publics comprise small or specialized groups. One
public which comes to mind is the staff (or the membership) who may be best reached by house journal.
The main forms of such created private media are given below.
Private Media.
1. House Journal.
2. Videos
3. Slides.
4. Audio Cassettes.
5. Spoken word.
6. Private exhibitions.
7. Seminars etc.
8. Educational Literature
4 Types of House Journals.
1. Magazines - -
A4 size.
2. Newspapers - -
like a tabloid.
3. Newsletter - -
2 to 8 pages.
4. Wall newspaper - - like a poster.
Points To Note When Planning A House Journal
1.
Determining Readership .
2.
Quantity.
3.
Frequency of publication
4.
Policy.
5.
Title.
6.
Printing process.
7.
Style & Format.
8.
Priced or free.
9.
Advertisements.
10.
Distribution.
11.
Budgeting.
12.
Considerations.
13.
Obtaining material
14.
Designing.
New Forms of House Journals.
In recent years following 4 new forms of house journals have given new dimension to management-
employee relations.
1.
Audio Tapes.
2.
CD/Video House journals.
3.
Corporate video .
4.
Electronic Newspaper.
Videos.
CD ROMs, Videos etc.
Slides.
Another important media for TV's Cinemas etc.
Transparencies, 35mm slides, OHP films.
Audio Cassettes.
Use of Audio cassettes in cars, conferences etc.
Educational Literature.
For encouraging, explaining use of a product.
The spoken word.
Talks etc.
Seminars & Conferences.
Receptions in hotels, basically educational for the consumers, users, beneficiaries so that they are made
aware about its proper usage and benefits.
Private Exhibitions.
Could be permanent on company premises or at a special venue/site.
Evaluating Results
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Fundamentals of Public Relations ­MCM 401
VU
Once all parameters of a public relations plan are in place, it is imperative to evaluate the results to
determine the success and benefits accrued from such plan. There can be basically two types of results;
2 Kinds Of Results.
Qualitative. These cannot be measured statistically. Many results of PR activity will be of this kind, that is,
these will be only judged by experience and self-evident qualities e.g. the evidence that the job applicants are
now better educated, more proficient or in some other way more suitable than in the past.
Quantitative. These are statistics based results. These are generally self evident results which are seen or
experienced for instance a percentage increase in awareness , a reduced number of complaints, improved
sales etc..
Methods of Assessment.
By Enquiries Received. When media coverage produces direct enquiries their numbers can be totaled, and
if they are converted into sales their value can also be calculated.
By Statistical Data. Readership figures and audience ratings can be a good measure.
By Source. Another good method of evaluating media coverage is to give values to each newspaper or
magazine and so arrive at a source for each news release issued. This will vary from product to product, but
for understanding purpose let us take the value of a financial /commercial /stock market story i.e. press
release, following chart will explain the rating valuations. However it will be totally different in case of
house hold products or consumer goods.
Financial Story
Household
Newspapers
Goods, etc.
Daily Business Recorder
12
4
Daily Dawn
10
8
Daily Jang
9
12
Daily News
8
7
Daily Nation
7
6
Daily Nawa-i-Waqt
6
11
Daily Khabrain
5
10
Daily Pakistan
4
9
TOTAL
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Opinion Polls. The shift of opinion or the extent of awareness can be measured by means of an opinion
poll. If samples of relevant publics are interviewed after every six months, it is possible to measure the
upward or downward trend of these shifts.
Media Feedback. If the media have shown misunderstanding, skepticism or hostility in the past, does the
media now is well informed and more sympathetic? This could be direct result of Public relations activity
such as news releases, feature articles, press information service, press receptions and facility visits.
Marketing Research.
Definition
`A branch of social science which uses scientific methods to collect information about markets for goods &
services.'
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Fundamentals of Public Relations ­MCM 401
VU
Research Terminology
Marketing research has its own special language. Some of the terms have lay meanings and the student
ought to be careful to understand the precise research meanings of the following terms.
1.
Population or universe ­in marketing research both words means the total number of people
relevant to a particular survey. E.g. all dentists or university students depending upon the subject of
study.
2.
Respondent or interviewee - A person questioned in a survey.
3.
Sample ­ This should not be confused with a `free sample', in fact it means a survey of a
proportion of the population or universe to be questioned.
4.
Characteristics - distinctions which are known to exist in the population.
5.
Sampling frame - specification of the kinds of people.
6.
Random walk - list of names & addresses may not exist. Random method calling homes like select
every 10th house.
7.
Structured interview ­ conducted with a prepared questionnaire.
8.
Depth interview ­ one with no prepared questionnaire.
9.
Questionnaire. A specially devised format has to be prepared to meet the demand the particular
survey requirement.
10.
Social grades ­ classification of people into socio economic groups based on incomes. Can be a
very effective and useful method of survey for the assessment of results.
Marketing Research Methods
Published Survey Findings. For various purposes beginning with the census of population, surveys may
have been made by official, institutional or commercial organizations. These findings may have been
published and made available to concerned and interested parties.
Commissioned Surveys. For marketing and advertising purposes the PR practitioner may have
commissioned surveys and the results could be helpful when determining the current image and planning a
PR program.
Advertising Media Research. Advertising media research could be useful when measuring press
readership and television ,radio and poster audiences.
Original Or Primary Research. As a matter of appreciating the situation (using image studies or opinion
/attitude surveys) and of monitoring the progress and success of PR campaign, original research can be
commissioned.
Types of Research
­ Desk Research ­ It is basically a study of existing statistics and survey reports.
­ Field Research ­ This normally done by interviewing people `in the field', as when interviewers contact
respondents.
­ Ad hoc Research ­ This means one - off surveys, complete in one project only.
­ Continuous Research ­ These are the surveys carried out regularly e.g. monthly, thus recording changes
or trends.
Marketing Research Techniques.
­ Opinion, attitude or shift surveys. These are usually for seeking "yes" or "no", "don't know", answers,
often continuous or at least repeated at regular intervals to know what people know, think or believe and to
measure changes or shifts in awareness opinions or beliefs.
­ Consumer Panels. A panel is a recruited group of respondents who serve more or less permanently to
answer questions or to test products.
­ Motivational Research. This research seeks by means techniques similar to those used in clinical and
intelligence testing, to reveal hidden motives, instead of stated opinions.
­ Discussion Group. This is a much modified and less expensive form of motivational research.
­Tele(phone) Questionnaire. Surveys of distant or scattered respondents can be conducted by pre
arranged telephone interview. This can be pretty useful in industrial research.
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Fundamentals of Public Relations ­MCM 401
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­ Postal Questionnaire.
This is posted to respondents and return of the completed forms will depend
upon the extent to which the respondents are motivated or will cooperate, perhaps because they are
committed to the subject.
­ Coupon Survey. This is a survey published in the press, but it has the obvious weakness that only those
very interested will bother to submit answers.
­ Dealer, retail or shop audit. This is in fact a form of continuous research, whereby the stocks and
invoices of a recruited panel of dealers are checked at regular intervals. The figures are taken of goods
bought and remaining in stock thus revealing how various brands are moving out of the shops, making
comparison between rival brands, and in the aggregate showing the market share of each brand.
­ Qualitative Research. This is like depth interviewing, which overcomes some of the difficulties which
hamper research in developing countries where facilities are different from those in industrial countries.
­ Image study. The object of an image study is to compare the strengths and weaknesses of a number of
similar companies, of which the sponsor is one although not identified as such to respondents.
Marketing Research ( a model survey form )
Do you drive a car
YES
NO
If YES , Do you own a car
YES
NO
(b) Which of the following makes of car do you normally drive?
Suzuki
Fiat
Honda
Toyota
Santro
Kia
Mercedes
BMW
(c) How would you rate the reliability of the car you normally drive?
Very bad
Bad
Poor
Fairly good
Good
Very Good
(d) State briefly why you would, or would not buy the same make of car again ---------------------------
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Press Events. --- 3 kinds.
1. Conference.
2. The Press Reception.
3. The Facility visit.
How to organize?
Plan the reception well in advance, so that all pros and cons are considered ahead of time.
·
Choose a convenient venue. Location always plays a vital role as easy access will not only improve
·
image but will also attract larger audience.
Send invitations to selected named guests in good time. (May vary). Although the list may vary but
·
enough time margin should be given for dignitaries and celebrities to plan well in advance to attend them.
State the time table on the invitation card. This will let the guests know about the plan of events.
·
Make sure catering is good & adequate. This helps in good image and leaves a good taste about the
·
whole event.
Rehearse & time speakers. It is important so that the whole program runs according to schedule.
·
Make sure everything required is provided on time. This will leave good impression on the
·
audience.
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Fundamentals of Public Relations ­MCM 401
VU
Provide adequate press information, but do not overload. This will enable the press to report
·
appropriately and your angle will be more or less projected.
Identify staff from guests with different colored badges. It is essential for ushering and help to the
·
guests and also differentiate for better service.
Get on with business on time & stick to timetable. It helps in swift and quick culmination of the
·
proceedings.
Do not mix journalists with other guests like customers.
·
Have enough hosts to take care of the guests. Ensure those guests are properly taken care of for
·
better service resulting in better PR.
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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