Public relations
The term public relations (PR) refers to an organization’s attempts to improve its image and its relationship with customers, employees, stockholders, community members, news media, and government. Public relations are not limited to businesses; many nonprofit groups also use public relations to communicate with their audiences. For example, by sponsoring presidential debates every four years, the League of Women Voters gains significant national media exposure. Most large organizations have public-relations staff or departments. Public-relations efforts can be either proactive— designed to increase the organization’s visibility and credibility— or reactive—responding to criticism, crises, or rumors. Typical proactive PR activities include membership in civic groups, speaker bureaus, and sponsorship or support of community projects. Communications with employees, financial STAKEHOLDERS, and government regulatory groups are usually proactive PR efforts, but they are also sometimes reactions to crises and conflicts. Public relations are a critical element in a firm’s MARKETING STRATEGY during crises. Any lack of quick, direct, and forthright responses to a crisis or rumor can permanently damage a firm’s reputation in the marketplace. In 2000, Firestone failed to respond directly to the accusation of defective tires and instead attempted initially to blame the automobile manufacturer, seriously diminishing their credibility with U.S. consumers. The basic PR tool is a press release. Andrew Kantor, senior editor of Internet World, provides the following eight tips for people writing press releases, from an editor’s point of view.
• Know who you’re writing to and what I want.
• Think whether it’s something I cover.
• Know my lead time.
• Don’t annoy me with follow-ups.
• Keep your database up-to-date.
• Remember that I’m an editor on a deadline.
• Get my name right.
• Don’t be familiar.
In author “Ban the Press Release!” Michael Daly writes that PR people should instead use the
• captioned photo
• media alert
• pitch letter
• press conference
• phone call
• editorial briefing
• one-on-one meeting
In summary, Daly states that PR personnel should dare to be different whenever they can. In recent years, many organizations in the United States have increased their PR efforts. ADVERTISING is perceived to be less creditable, while publicity through PR activities continues to be viewed favorably. Another important trend in public relations is monitoring INTERNET communications. Prnewswire and other media-service companies now provide “e-watch”—Internet monitoring of Web publications, sites, portals, message boards, and newsgroups, providing companies an “early warning system to act quickly on false, inaccurate, or misleading information.” Some companies utilize the speed of Internet communications to create favorable publicity, a process called viral marketing, in which firms circulate cartoons, stories, and jokes using company products. Internet users frequently forward these messages to their friends.
Public relations
The term public relations (PR) refers to an organization’s attempts to improve its image and its relationship with customers, employees, stockholders, community members, news media, and government. Public relations are not limited to businesses; many nonprofit groups also use public relations to communicate with their audiences. For example, by sponsoring presidential debates every four years, the League of Women Voters gains significant national media exposure. Most large organizations have public-relations staff or departments. Public-relations efforts can be either proactive— designed to increase the organization’s visibility and credibility— or reactive—responding to criticism, crises, or rumors. Typical proactive PR activities include membership in civic groups, speaker bureaus, and sponsorship or support of community projects. Communications with employees, financial STAKEHOLDERS, and government regulatory groups are usually proactive PR efforts, but they are also sometimes reactions to crises and conflicts. Public relations are a critical element in a firm’s MARKETING STRATEGY during crises. Any lack of quick, direct, and forthright responses to a crisis or rumor can permanently damage a firm’s reputation in the marketplace. In 2000, Firestone failed to respond directly to the accusation of defective tires and instead attempted initially to blame the automobile manufacturer, seriously diminishing their credibility with U.S. consumers. The basic PR tool is a press release. Andrew Kantor, senior editor of Internet World, provides the following eight tips for people writing press releases, from an editor’s point of view.
• Know who you’re writing to and what I want.
• Think whether it’s something I cover.
• Know my lead time.
• Don’t annoy me with follow-ups.
• Keep your database up-to-date.
• Remember that I’m an editor on a deadline.
• Get my name right.
• Don’t be familiar.
In author “Ban the Press Release!” Michael Daly writes that PR people should instead use the
• captioned photo
• media alert
• pitch letter
• press conference
• phone call
• editorial briefing
• one-on-one meeting
In summary, Daly states that PR personnel should dare to be different whenever they can. In recent years, many organizations in the United States have increased their PR efforts. ADVERTISING is perceived to be less creditable, while publicity through PR activities continues to be viewed favorably. Another important trend in public relations is monitoring INTERNET communications. Prnewswire and other media-service companies now provide “e-watch”—Internet monitoring of Web publications, sites, portals, message boards, and newsgroups, providing companies an “early warning system to act quickly on false, inaccurate, or misleading information.” Some companies utilize the speed of Internet communications to create favorable publicity, a process called viral marketing, in which firms circulate cartoons, stories, and jokes using company products. Internet users frequently forward these messages to their friends.