Different tools and techniques used in public relation

Introduction

Public relation is a way of communicating with various entities like employees, media, customers, clients, stockholders, and other related parties. It is a formal way of sharing company information in a well organized and effective manner. It involves informing the related parties about topics which they are much interested in. The information can be anything related to company's products, policies, important matters, announcements, etc. It can even be a subject which the media wants information on, such as controversial topics. It helps a company to establish and maintain relations with its customers and other public. It gives an insight into the company and its products and services and the extent to which the company is able to offer the same. It also shows the spread of the company in different places and also how much a company understands its customers and looks after building a mutual understanding. A Company uses these different tools and techniques to communicate with various entities and to dissolve issues and crisis with the help of these tools and techniques. These tools and techniques are the ways of communication for the company with the concern public.

The tools-

1) Media relation and publicity-

Media refers collectively to all media technologies, including the Internet, television, newspapers, and radio, which are used for mass communications, and to the organizations which control these technologies. Mass media play a significant role in shaping public perceptions on a variety of important issues, both through the information that is dispensed through them, and through the interpretations they place upon this information. There are various medium available for media publicity, organizations use these medium for

mass communication with the concerned public relating to a product, policies and important matters. These mediums are-

-Newspapers- Newspapers are the major medium of publicity. They are read by millions, they can influence public opinions, and they are read by most of the sections of public. And the most important benefit of the newspapers is mass reach and provides the opportunity for corporations and associations to secure valuable publicity.

-Magazines-magazines are an important medium for product news, feature stories, and pictorial publicity. Magazines are publications, generally published on a regular schedule, containing a variety of articles. They are generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three.

-Radio and television broadcasting-The most important reason why radio as a publicity medium is good is because of its reach. Radio signals are broadcasted and can be received almost anywhere. Unlike the video system, which requires a television, the radio requires a small receiver. While advertisements require lot of time and money, the more economical option is to take part in talk shows hosted on the radio stations. In the talk show, the person looking to promote a product or service comes in as a special guest. radio is a economical source of publicity with a mass reach. Television is the most recent medium of publicity. But it is a very costly medium. The positron of radio publicity is now being gradually taken by T.V. advertising.  T.V. publicity is probably the most significant single new thing that has happened to advertising in this century. T.V. provides a scientific synchronization of features of sound, sight motion immediately that no other medium has been able to provide so far.

2) oral communication- oral communication can be an organization’s most effective and least expensive medium for transmitting information to public.it can be formal as well as informal. The impact of the oral communication is largely dependent upon the personality of the speaker and the force of his delivery. Following are the forms of oral communication-

- Forms of oral communication

Formal speeches- Formal speeches by effective speakers are among the quickest and most impressive ways to convey information to small groups when delivered over tv or radio then it may heard by large public

Round-table conference-Round-table conferences are frequently used in communicating with employees, and occasionally with stockholders, suppliers, community leaders, educator, and dealers.

Panel discussion- panel discussion serve to present the views of several authorities on a particular subject of interest to the audience.

Question-and-answer discussions-A question-and-answer discussion in which members of the audience ask question of one or more speakers, is an effective method of oral communication when the audience is more or less familiar with the subject under discussion.

3) Advertising

Advertising is a major public relations tool used to communicate with both and external publics.it has as it primary purpose the projection of the company as a public service institution so as to create a favorable public image.it is an paid and non-personal form of communication through media through an identified person.it can used by a company to promote its project , or to create a favorable image of the organization or to correct misconception or to secure

and keep good suppliers etc. newspapers, magazines, and radio and television are the media of public relations advertising.

4) Periodicals- The public relations periodical, also called as company magazine, house organ, or industrial publication, is a major medium of communication used by organization to communicate with employees, shareholders, suppliers, dealers, customers and general public .high reader interest, flexibility, low distribution cost are some of the advantages of the periodicals. Internal, external, internal and external are the types of periodicals.

5) Audio visual media-

Public relations audiovisuals media, also called documentary, educational, and nontheatrical films, include sound motion picture, film strips, videotapes, and other related audiovisual materials. They constitute an important medium of public communication. Information gained from audiovisual is remembered longer than intelligence from other sources. Audiovisuals are particularly effective in communicating information to groups by giving all members of a group, even in different locations, information simultaneously. Audiovisuals are used in communicating with employees, educators, stockholder, community neighbors, suppliers, and government officials. They are an effective supplement to other methods of communication such as speeches, exhibits, and displays.

Audiovisual media used in public relation communication include, in addition to sound motion pictures, film strips, 2-by-2-inch slides, 31/4-by-4-inch-slide, overhead projection, transparencies, opaque projection, flip charts, sound tapes, and videotape recording.

Techniques

There are four techniques used in public relation- -Issue management system- IMS is a system that enables a company to enables a company to influence the development public issues, trends, or symptoms that can affect company in long run.

-Crisis management system-crisis is the time of difficulty or danger which happens all of sudden when we don’t anticipate them in future. CMS helps in managing these crisis.

-PR MODEL- pr models are normally applicable in a case when we have any two or three section of public .

-PR PROCESS- pr process is normally used when we have more section of the public involved in the problem

BIBLIOGRAPHY

1. ARTICLE ON PR TOOLS BY;

WWW.BIZZLE.COM

2. WWW.WIKIPEDIA.ORG

3. PUBLIC RELATIONS

NINTH EDITION BY; H.FRAZIER MOORE &FRANK B. KALUPA