CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals

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Fundamentals of Public Relations MCM 401

Lesson 8

CREATED PRIVATE MEDIA

Overview

In this lecture information will be provided about various created private media, its different kinds and their

importance. We will also explain about various types and points regarding house journals; and how to plan

them. We will also deal with methods of assessing results and matters pertaining to market research, its

importance and how to conduct it.

In order to reach certain publics to achieve particular objectives, the mass media of press, radio and

television may not be appropriate, especially if these publics comprise small or specialized groups. One

public which comes to mind is the staff (or the membership) who may be best reached by house journal.

The main forms of such created private media are given below.

Private Media.

1. House Journal.

2. Videos

3. Slides.

4. Audio Cassettes.

5. Spoken word.

6. Private exhibitions.

7. Seminars etc.

8. Educational Literature

4 Types of House Journals.

1. Magazines - -

A4 size.

2. Newspapers - -

like a tabloid.

3. Newsletter - -

2 to 8 pages.

4. Wall newspaper - - like a poster.

Points To Note When Planning A House Journal

Determining Readership .

Quantity.

Frequency of publication

Policy.

Title.

Printing process.

Style & Format.

Priced or free.

Advertisements.

10.

Distribution.

11.

Budgeting.

12.

Considerations.

13.

Obtaining material

14.

Designing.

New Forms of House Journals.

In recent years following 4 new forms of house journals have given new dimension to management-

employee relations.

Audio Tapes.

CD/Video House journals.

Corporate video .

Electronic Newspaper.

Videos.

CD ROMs, Videos etc.

Slides.

Another important media for TV's Cinemas etc.

Transparencies, 35mm slides, OHP films.

Audio Cassettes.

Use of Audio cassettes in cars, conferences etc.

Educational Literature.

For encouraging, explaining use of a product.

The spoken word.

Talks etc.

Seminars & Conferences.

Receptions in hotels, basically educational for the consumers, users, beneficiaries so that they are made

aware about its proper usage and benefits.

Private Exhibitions.

Could be permanent on company premises or at a special venue/site.

Evaluating Results

Fundamentals of Public Relations MCM 401

Once all parameters of a public relations plan are in place, it is imperative to evaluate the results to

determine the success and benefits accrued from such plan. There can be basically two types of results;

2 Kinds Of Results.

Qualitative. These cannot be measured statistically. Many results of PR activity will be of this kind, that is,

these will be only judged by experience and self-evident qualities e.g. the evidence that the job applicants are

now better educated, more proficient or in some other way more suitable than in the past.

Quantitative. These are statistics based results. These are generally self evident results which are seen or

experienced for instance a percentage increase in awareness , a reduced number of complaints, improved

sales etc..

Methods of Assessment.

By Enquiries Received. When media coverage produces direct enquiries their numbers can be totaled, and

if they are converted into sales their value can also be calculated.

By Statistical Data. Readership figures and audience ratings can be a good measure.

By Source. Another good method of evaluating media coverage is to give values to each newspaper or

magazine and so arrive at a source for each news release issued. This will vary from product to product, but

for understanding purpose let us take the value of a financial /commercial /stock market story i.e. press

release, following chart will explain the rating valuations. However it will be totally different in case of

house hold products or consumer goods.

Financial Story

Household

Newspapers

Goods, etc.

Daily Business Recorder

Daily Dawn

Daily Jang

Daily News

Daily Nation

Daily Nawa-i-Waqt

Daily Khabrain

Daily Pakistan

TOTAL

Opinion Polls. The shift of opinion or the extent of awareness can be measured by means of an opinion

poll. If samples of relevant publics are interviewed after every six months, it is possible to measure the

upward or downward trend of these shifts.

Media Feedback. If the media have shown misunderstanding, skepticism or hostility in the past, does the

media now is well informed and more sympathetic? This could be direct result of Public relations activity

such as news releases, feature articles, press information service, press receptions and facility visits.

Marketing Research.

Definition

`A branch of social science which uses scientific methods to collect information about markets for goods &

services.'

Fundamentals of Public Relations MCM 401

Research Terminology

Marketing research has its own special language. Some of the terms have lay meanings and the student

ought to be careful to understand the precise research meanings of the following terms.

Population or universe in marketing research both words means the total number of people

relevant to a particular survey. E.g. all dentists or university students depending upon the subject of

study.

Respondent or interviewee - A person questioned in a survey.

Sample This should not be confused with a `free sample', in fact it means a survey of a

proportion of the population or universe to be questioned.

Characteristics - distinctions which are known to exist in the population.

Sampling frame - specification of the kinds of people.

Random walk - list of names & addresses may not exist. Random method calling homes like select

every 10th house.

Structured interview conducted with a prepared questionnaire.

Depth interview one with no prepared questionnaire.

Questionnaire. A specially devised format has to be prepared to meet the demand the particular

survey requirement.

10.

Social grades classification of people into socio economic groups based on incomes. Can be a

very effective and useful method of survey for the assessment of results.

Marketing Research Methods

Published Survey Findings. For various purposes beginning with the census of population, surveys may

have been made by official, institutional or commercial organizations. These findings may have been

published and made available to concerned and interested parties.

Commissioned Surveys. For marketing and advertising purposes the PR practitioner may have

commissioned surveys and the results could be helpful when determining the current image and planning a

PR program.

Advertising Media Research. Advertising media research could be useful when measuring press

readership and television ,radio and poster audiences.

Original Or Primary Research. As a matter of appreciating the situation (using image studies or opinion

/attitude surveys) and of monitoring the progress and success of PR campaign, original research can be

commissioned.

Types of Research

Desk Research It is basically a study of existing statistics and survey reports.

Field Research This normally done by interviewing people `in the field', as when interviewers contact

respondents.

Ad hoc Research This means one - off surveys, complete in one project only.

Continuous Research These are the surveys carried out regularly e.g. monthly, thus recording changes

or trends.

Marketing Research Techniques.

Opinion, attitude or shift surveys. These are usually for seeking "yes" or "no", "don't know", answers,

often continuous or at least repeated at regular intervals to know what people know, think or believe and to

measure changes or shifts in awareness opinions or beliefs.

Consumer Panels. A panel is a recruited group of respondents who serve more or less permanently to

answer questions or to test products.

Motivational Research. This research seeks by means techniques similar to those used in clinical and

intelligence testing, to reveal hidden motives, instead of stated opinions.

Discussion Group. This is a much modified and less expensive form of motivational research.

Tele(phone) Questionnaire. Surveys of distant or scattered respondents can be conducted by pre

arranged telephone interview. This can be pretty useful in industrial research.

Fundamentals of Public Relations MCM 401

Postal Questionnaire.

This is posted to respondents and return of the completed forms will depend

upon the extent to which the respondents are motivated or will cooperate, perhaps because they are

committed to the subject.

Coupon Survey. This is a survey published in the press, but it has the obvious weakness that only those

very interested will bother to submit answers.

Dealer, retail or shop audit. This is in fact a form of continuous research, whereby the stocks and

invoices of a recruited panel of dealers are checked at regular intervals. The figures are taken of goods

bought and remaining in stock thus revealing how various brands are moving out of the shops, making

comparison between rival brands, and in the aggregate showing the market share of each brand.

Qualitative Research. This is like depth interviewing, which overcomes some of the difficulties which

hamper research in developing countries where facilities are different from those in industrial countries.

Image study. The object of an image study is to compare the strengths and weaknesses of a number of

similar companies, of which the sponsor is one although not identified as such to respondents.

Marketing Research ( a model survey form )

Do you drive a car

YES

If YES , Do you own a car

YES

(b) Which of the following makes of car do you normally drive?

Suzuki

Fiat

Honda

Toyota

Santro

Kia

Mercedes

BMW

(c) How would you rate the reliability of the car you normally drive?

Very bad

Bad

Poor

Fairly good

Good

Very Good

(d) State briefly why you would, or would not buy the same make of car again ---------------------------

---------------------------

Press Events. --- 3 kinds.

1. Conference.

2. The Press Reception.

3. The Facility visit.

How to organize?

Plan the reception well in advance, so that all pros and cons are considered ahead of time.

Choose a convenient venue. Location always plays a vital role as easy access will not only improve

image but will also attract larger audience.

Send invitations to selected named guests in good time. (May vary). Although the list may vary but

enough time margin should be given for dignitaries and celebrities to plan well in advance to attend them.

State the time table on the invitation card. This will let the guests know about the plan of events.

Make sure catering is good & adequate. This helps in good image and leaves a good taste about the

whole event.

Rehearse & time speakers. It is important so that the whole program runs according to schedule.

Make sure everything required is provided on time. This will leave good impression on the

audience.

Fundamentals of Public Relations MCM 401

Provide adequate press information, but do not overload. This will enable the press to report

appropriately and your angle will be more or less projected.

Identify staff from guests with different colored badges. It is essential for ushering and help to the

guests and also differentiate for better service.

Get on with business on time & stick to timetable. It helps in swift and quick culmination of the

proceedings.

Do not mix journalists with other guests like customers.

Have enough hosts to take care of the guests. Ensure those guests are properly taken care of for

better service resulting in better PR.

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