Delivering Your Message Means Should Match the Message and the Target Audience
Technology The internet has only been available to the public for a little over a decade, yet it has revolutionized the way we communicate and conduct business. The web impacts our political, economic, social and cultural life -- at least in Western countries.
Technology Is there a digital divide? Over 300 million people use the World Wide Web -- globally. But 91 percent of Internet users come from 19 percent of the world’s population.
Technology However, the Internet is the most rapidly growing means of receiving news releases, story ideas, audio and video files from public relations sources. It’s also the primary means of reaching an audience for your product, service or organization.
Technology • Fiber optic cable (very thin strands of glass) increases the volume and speed of transmitting data. A 500-page novel can be transmitted in just over two seconds. • Digital transmissions improve the quality of television. Sounds and pictures are broken into electronic codes before they are sent -- they are reconstructed once they reach their destination.
Technology • Wireless transmissions allow accessibility to cell phone technology and the Internet from almost anywhere.
Technology New Opportunities for Public Relations efforts: • Internet: web pages, video, podcasting, chat rooms, webcasting, emails • Cell Phones: text messaging, alerts
Technology Reality of the Internet: • Reach is worldwide (reactions may come from unexpected places) • Content is virtually uncontrolled. There is no traditional media gatekeeper to control the spread of rumor, innuendo and just plain lies. • Tracking usage is easier.
Websites Websites can be very effective public relations tools. • Should be easy to use and navigate • Well designed and reflective of company’s image and message • Up-to-date • Provide contact information
News Releases Public relations experts have traditionally used news or press releases to alert the media of new, interesting or important information. The media relies on news releases since most media organizations spend their money on “talent,” not news-gathering. Most reporters spend their time processing information, not gathering it.
News Releases Public relations people are often considered “unpaid” reporters. News releases are judged on their newsworthiness, timeliness, interest to readers and other traditional news values. Media outlets are under no obligation to use the information provided. However, a news release that provides valuable, newsworthy information is more likely to be used.
News Releases • Traditional News Releases • Sent electronically (email/fax) • Through the mail
News Releases • Up-to-date media list • Key message of news release • Who is the primary audience? • What does the target audience gain? • What’s the objective (increase sales, enhance the company’s reputation, increase attendance)?
Successful News Releases • Topical • Relevant • Turthful • Well-written • Appropriate • Follow AP style (AP stylebook)
Media Advisories Short news releases/bulletins to let the media know of opportunities or events that they might want to cover • Company employee featured or honored by organization • Local contest • Visiting dignitary
Media Kits Provide information and resources for reporter or news organization to make the reporter’s job easier
Pitch Letters Correspondence to targeted media members “suggesting” coverage
Newsletters • Most organizations publish newsletters on a regular basis • Distributed by email or mail
Brochures Provide information about an organization, product or service Often targeted to specific group
Video News Releases Many companies produce video news releases to send to television news organizations or programs. These productions resemble a news story and are often run on stations with no credit to the producer of the spot.
Promotional Announcements • Public Service Spots • Posters/Flyers/Billboards
Media Tours/Blitzes • Bringing the media to your organization
TV/Radio Appearances • Let local/national media know what your employees do • Experts in fields of education/health/business/sports/politics • Unique facilities/approach
Product Placement Agreements to provide product in return for exposure
Public Appearances • Speeches • Meet and greets • Events
Corporate Sponsorships/Events • Events that match your image/corporate mission