Lecture 5 - Tools of Public Relations | Improve Sales Pitch & PR PDF Download

 Page 1


Tools of Public Relations 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
Lesson: Tools of Public Relations 
Course Developer : Priyanka Chaddha 
College, Department: Bharati College, Commerce 
University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
Page 2


Tools of Public Relations 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
Lesson: Tools of Public Relations 
Course Developer : Priyanka Chaddha 
College, Department: Bharati College, Commerce 
University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              3 
 
 
 
Table of Contents  
 Chapter: Tools of Public Relations 
1: Learning Outcomes 
2: Introduction to Public Relations 
3: Tools of Public Relations 
3.1: Print Media 
3.2: Oral Communication 
3.3: Broadcast Media 
3.4: Special Events 
Summary 
Exercise 
Glossary 
References 
 
  
Page 3


Tools of Public Relations 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
Lesson: Tools of Public Relations 
Course Developer : Priyanka Chaddha 
College, Department: Bharati College, Commerce 
University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              3 
 
 
 
Table of Contents  
 Chapter: Tools of Public Relations 
1: Learning Outcomes 
2: Introduction to Public Relations 
3: Tools of Public Relations 
3.1: Print Media 
3.2: Oral Communication 
3.3: Broadcast Media 
3.4: Special Events 
Summary 
Exercise 
Glossary 
References 
 
  
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              4 
 
Learning Outcomes 
 
After studying this topic, you will be able to: 
? explain the meaning of the term „Public Relation?, 
? list the tools used in creating public relations, 
? understand the difference and importance of different tools of public relations, 
? justify the use of a specific PR tool in a given situation, 
? classify different forms of printed communication as PR tools, 
? describe oral communication as PR tools, 
? state the significance of broadcast media in PR, 
? list the various forms of special events that are used as PR tools. 
 
 
 
  
Page 4


Tools of Public Relations 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
Lesson: Tools of Public Relations 
Course Developer : Priyanka Chaddha 
College, Department: Bharati College, Commerce 
University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              3 
 
 
 
Table of Contents  
 Chapter: Tools of Public Relations 
1: Learning Outcomes 
2: Introduction to Public Relations 
3: Tools of Public Relations 
3.1: Print Media 
3.2: Oral Communication 
3.3: Broadcast Media 
3.4: Special Events 
Summary 
Exercise 
Glossary 
References 
 
  
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              4 
 
Learning Outcomes 
 
After studying this topic, you will be able to: 
? explain the meaning of the term „Public Relation?, 
? list the tools used in creating public relations, 
? understand the difference and importance of different tools of public relations, 
? justify the use of a specific PR tool in a given situation, 
? classify different forms of printed communication as PR tools, 
? describe oral communication as PR tools, 
? state the significance of broadcast media in PR, 
? list the various forms of special events that are used as PR tools. 
 
 
 
  
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              5 
 
 
 
Introduction to Public Relations 
Bernays, Lesly, and other experts state that a public relations involves a two-way 
communication between a company and its publics. It requires a company to listen to the 
publics on which it is dependent as well as analyze and understand their attitudes and 
behaviors. It seeks to create, enhance, and protect the organization's reputation, its 
prestige, and presents its favorable image. PR involves communicating with the publics to 
educate them about the company?s business, build its business' reputation by overcoming 
their misconceptions and negative opinions for the company and thus cultivate its 
relationships with consumers.  
For a company "public” is not a singular element in society.  Rather, it consists of different 
groups of specialized publics. The Internal publics for a company are individuals or groups 
within the organization like employees, managers, trade unions etc. External publics are 
those outside that organization but have their interest in its activities like customers, 
Government, suppliers, shareholders, community etc. 
The major goal of public relations is to create and enhance the goodwill of the company by 
effectively maintaining relationships with its publics like having good employee relations, 
investor relations, media relations, community relations, and relations with the many other 
publics with whom the company interacts, affects, or is affected by. 
Click on the link titled „Organization?s Publics? in the category „Link to Figures? in references. 
Well-planned PR strategies are strong and effective tools for business growth. While 
marketing focuses on promoting only actual products and services, public relations focuses 
on promoting awareness, influencing attitudes and behavioral changes. Advertising, public 
relations and sales promotion are “non personal” communication elements while personal 
selling and direct marketing are “personal” communication element. Unlike marketing and 
advertising, PR makes use of unpaid communication channels such as local and regional 
print or broadcast media, the Internet, community and customer relationships. 
Tools of Public Relations 
The job of public relations manager for a company is to attain more publicity for the 
company or gain attention of its publics at large to raise its stature in the community and 
expand its business. While devising a PR plan for a promotion of the company, the following 
few basic PR tools and techniques are generally used to present the company's story out to 
the media and general public: 
? Print Media (newspaper, magazines, press releases, fliers, handouts, leaflets etc.) 
? Oral communication (Speeches, Round Table Conferences, Speaking      
Engagements) 
? Broadcast media (Audiovisual - radio, television, internet) 
Page 5


Tools of Public Relations 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
Lesson: Tools of Public Relations 
Course Developer : Priyanka Chaddha 
College, Department: Bharati College, Commerce 
University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              3 
 
 
 
Table of Contents  
 Chapter: Tools of Public Relations 
1: Learning Outcomes 
2: Introduction to Public Relations 
3: Tools of Public Relations 
3.1: Print Media 
3.2: Oral Communication 
3.3: Broadcast Media 
3.4: Special Events 
Summary 
Exercise 
Glossary 
References 
 
  
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              4 
 
Learning Outcomes 
 
After studying this topic, you will be able to: 
? explain the meaning of the term „Public Relation?, 
? list the tools used in creating public relations, 
? understand the difference and importance of different tools of public relations, 
? justify the use of a specific PR tool in a given situation, 
? classify different forms of printed communication as PR tools, 
? describe oral communication as PR tools, 
? state the significance of broadcast media in PR, 
? list the various forms of special events that are used as PR tools. 
 
 
 
  
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              5 
 
 
 
Introduction to Public Relations 
Bernays, Lesly, and other experts state that a public relations involves a two-way 
communication between a company and its publics. It requires a company to listen to the 
publics on which it is dependent as well as analyze and understand their attitudes and 
behaviors. It seeks to create, enhance, and protect the organization's reputation, its 
prestige, and presents its favorable image. PR involves communicating with the publics to 
educate them about the company?s business, build its business' reputation by overcoming 
their misconceptions and negative opinions for the company and thus cultivate its 
relationships with consumers.  
For a company "public” is not a singular element in society.  Rather, it consists of different 
groups of specialized publics. The Internal publics for a company are individuals or groups 
within the organization like employees, managers, trade unions etc. External publics are 
those outside that organization but have their interest in its activities like customers, 
Government, suppliers, shareholders, community etc. 
The major goal of public relations is to create and enhance the goodwill of the company by 
effectively maintaining relationships with its publics like having good employee relations, 
investor relations, media relations, community relations, and relations with the many other 
publics with whom the company interacts, affects, or is affected by. 
Click on the link titled „Organization?s Publics? in the category „Link to Figures? in references. 
Well-planned PR strategies are strong and effective tools for business growth. While 
marketing focuses on promoting only actual products and services, public relations focuses 
on promoting awareness, influencing attitudes and behavioral changes. Advertising, public 
relations and sales promotion are “non personal” communication elements while personal 
selling and direct marketing are “personal” communication element. Unlike marketing and 
advertising, PR makes use of unpaid communication channels such as local and regional 
print or broadcast media, the Internet, community and customer relationships. 
Tools of Public Relations 
The job of public relations manager for a company is to attain more publicity for the 
company or gain attention of its publics at large to raise its stature in the community and 
expand its business. While devising a PR plan for a promotion of the company, the following 
few basic PR tools and techniques are generally used to present the company's story out to 
the media and general public: 
? Print Media (newspaper, magazines, press releases, fliers, handouts, leaflets etc.) 
? Oral communication (Speeches, Round Table Conferences, Speaking      
Engagements) 
? Broadcast media (Audiovisual - radio, television, internet) 
Tools of Public Relations 
 
 Institute of Lifelong Learning, University of Delhi.                              6 
? Special Events 
Figure: Public Relation Tools 
 
3.1 Print Media 
Print media is an effective public relations tool that emphasizes on the visual messages. The 
printed message can present important news, information with a meaningful headline. This 
form of communication can be used to educate the audience about the broad scope and 
idea of the business, remind them about its certain products or services. 
 
Figure: Print Media