CHANGING INTO OVERDRIVE:How International Is PR?

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Fundamentals of Public Relations MCM 401

Lesson 43

CHANGING INTO OVERDRIVE

Overview

In many situations PR acts or moves as an "over drive" mode,In fact it has to be very proactive without

proving expensive and ensure results beneficial for the organization. Moreover, it would also be discussed

whether exhibitions should be held or not and what are the advantages of such exhibitions.

How Proactive Should Be For An Effective PR Presence?

·Are we obtaining our fair share of shout?

·How much can we turn into usable intelligence?

·Does our image & our reputation satisfy our needs?

·How are we doing at meeting our customer's communication expectations?

·Can we fairly claim to be creative in what we are doing?

How To Maintain Momentum Without Increasing Costs?

·Momentum implies a growing level of commitment which might need extra expenditure.

·In PR work curtailing cost may be possible for a while. (e.g.) larger the public to be addressed larger the

cost.)

·Going to opinion leaders direct a good way to cut costs.

How International Is PR?

·It is said that 100,000 PR students under training in China.

·The Russian PR people at the trade's European federation pass a resolution against providing PR services

to terrorist organizations.

·Argentinians denied access to their bank deposits demonstrate volubly before the news media.

"In fact PR is humanity's new mechanism

for talking with or shouting at , next door

or across the world"

Should We Do Exhibitions?

Think Hard! -- Consider choices! Then ask following questions?

·How long has the event been going?

·What official support does it enjoy?

·Are there any supporting conferences?

·Is it a trade, public or combined event?

·What is the reputation of organizer?

·What have been recent attendances?

·What other hard facts can the organizer provide?

Important Key Components

·Design of the stand.

·Management & control of the stand.

·PR support before & afterwards.

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Fundamentals of Public Relations MCM 401

What Is A Design Brief?

·Organizational background

·Market background

·Product background

·Existing materials

·Present visual symbols & applications

·Budget

·Timing

·Evaluation

What If TV Wants Interview At Short Notice?

·Which Programme, what transmission time & how long on air?

·Is the interview to be in studio, at an outdoor location or on our premises?

·What is the subject to be discussed, what are topics to be included?

·Does the interviewer has sufficient information to work on

·Can we have a "dry run beforehand?"

Are There Any Golden Rules To Write Press Releases?

·Who did it / is doing it / will be doing it?

·What was happening / is happening / will happen?

·Where did it happen / is it happening / will it happen?

·When did it happen / is it happening / will it happen?

·Why did it happen / is happening / will it happen?

·How did it happen / is it happening / will it happen?

What Is A Press Pack?

·A collection of information compiled for use by a journalist.

·It may comprise a press release, fact sheets, captioned photographs

& relevant printed matter ,e.g.

corporate brochure.

·Generally prepared for an event like an exhibition or annual general meeting.

Why Write A Letter To The Editor?

·It reminds the editor of who the sender is,& his or her reputation as a source of "good stories", well

researched & written.

·It is a neat way of making an enquiry or offering "follow up", where seeing the item is necessary first

before the receiver can respond.

·It can be means of developing the contact further, by sketching possible future contact, availability of

more or different material , forthcoming events & so on.

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Fundamentals of Public Relations MCM 401

How do we know if we are making the most of our PR function?

·How often have departments called on PR for support?

·Is senior management involving the PR before decisions are taken, or only afterwards?

·Does PR get involved in communications between departments?

·Are we seeing PR more as a management function or a technical service?

·Could we be using PR more in our "futures" thinking?

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