ZeePedia

PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare

<< PR AND PRINTING PROCESSES:Fundamentals Of Printing
PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas >>
img
Fundamentals of Public Relations ­MCM 401
VU
Lesson 40
PUBLIC SPEAKING -- A PR TOOL
Overview
Public relations professional has very often either to speak or make arrangements and prepare its
management chief or other department heads to deliver speeches for various reasons at different occasions
.It is important that these should be well written, well spoken and convey clearly the objective for which
these are being made. In this lecture we will inform the students about various stages and advantages of
making such speeches and how to conduct them and use these to the advantage of the organization.
"Just saying a few words"---- Basically this implies that to speak less but with authority and with
facts will be the best and effective policy. This implies that it is the best and a most desirable low key & high
quality approach to PR
Key Benefits
·
It helps promote you as an expert in PR.
·
It develops awareness of your company, group or cause.
·
It offers you an opportunity to obtain feedback from people you do business with.
·
It helps generate sales & business leads.
·
It is good means of networking with potential contacts.
·
It generates follow up opportunities to speak to other interested groups.
·
It is cost effective. You don't pay to make speeches & very often it can actually earn you money.
How To Prepare
In order to be effective it is imperative that the speaker should answer following questions.
·
Who will be in the audience & how many of them will there be?
·
What will be their interest?
·
Will they be male or female or both & of what age?
·
What attitudes will they have, about your subject & the world in general?
·
Are they hostile to certain subjects & enthusiastic about others?
·
Are there issues particularly troubling them at the moment?
·
How much do they know about the subject?
·
Has the audience listened to a similar talk recently?
·
How long will you be expected to talk?
·
Will there be question answer session afterwards?
·
Will there be a PA (public address) system to amplify your voice?
96
img
Fundamentals of Public Relations ­MCM 401
VU
What to say?
Be Interesting
Budget your time
Be entertaining
How To Develop Your Speech
1.
Decide key points.
2.
Create a logical order.
3.
Draft the speech.
4.
Your final notes.
Preparing To Speak
·
Practice makes perfect.(Rehearse and read it many times)
·
Delivering your speech.(Style) Speak slowly, clearly and do not shout.
·
Case history: (Without preparation many speakers cut a sorry figure.)
·
Following up your speech.(Distribute your speech to the press)
Why You Might Turn Down Speech
·
It will take too long to research & write the speech.
·
It won't lead to other opportunities.
·
You can make a more profitable speech elsewhere on the same night.
·
Not enough of the right people will hear your speech to warrant the effort.
·
There may be others to speak who you don't want to speak against.
Exploiting Existing Public Speaking Opportunities.
·
Effective way is organizing seminars.
·
Seminars are great opportunity for market research & to obtain desired feedback.
Organizing A Seminar
·
The venue.
·
Setting up the fee.
·
Promotion.
·
Finalizing numbers.
·
Preparing the work materials.
To Sum Up --- Remember
·
Collect Data.
·
Make Notes.
97
img
Fundamentals of Public Relations ­MCM 401
VU
·
Rehearse.
·
Speak slowly yet with authority.
·
Be short & precise.
·
Don't shout.
·
Keep note of audience mood.
·
Don't use difficult words.
98
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