Print media

Newspapers
Some points to be remembered about :
1. A commercial institution
2. The organization of newspapers
Created events or news happen.
Newspapers some times create news and some times news happen.

PR opportunities in newspapers
1. Material submission
2. Invitation to news conferences must be include facts sheet
3. Editors must have background information before they publish their story
4. The journalists and editors are not aware of everything.
Magazines
They differ from newspapers in content, time frame and methods of operation. Articles are in more
depth , color is used and sometimes are of different interest in comparison with newspapers that
deal with whole family-.

Periodicals for the public at large

General interest
News magazines
Womens interest
Mens interest
Senior market

Periodicals for specific audiences

Special audiences magazines

Trade journals
Company and organizational magazines
Internal
External

Public relations opportunities with magazines

Some principals
Submit a story idea that would promote the practitioners cause
Send a written query outlining an article
Submit a completed article
In trade journals use news releases and articles in a ready to publish form

The spoken and visual media

Radio
Sound and rock and roll
Speed and mobility are making radio unique
Urgent messages are on the air asap
Loose program structure ( in comparison with TV)
Radio goes everywhere
Flexibility among listeners
High technology is involved

PR opportunities in Radio
1. Newscasts
2. Community calendars
3. Actualities
4. Talk shows
5. Editorials
6. Disc jockey shows
7. Community events
8. Public service announcements
TV
Color , sound and rock and roll
Cable tv , satellite tv

Pr opportunities in TV

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1. Guest appearances on news and talk shows
2. Protest demonstrations
3. Video tapes for news shows
4. General interest films
What to do
News release and story proposals
Video news
Program ideas
MOTION pictures sponsored films

CORPORATIONS
The big business operations multinational corporations, conglomerates affect the environment ,
control the employment of thousands of workers, and have an impact on the financial and social
well being of millions .Bigness brings remot6eness , the popular phrase THE FACELESS
CORPORATION it is a clich and it represents the public distrust over them.
General Electric Co., sees four factors that must be taken into consideration whenever a
management decision is made :
1. Political How do government regulations and other pressures affect the decision
2. Technological do we have engineering knowledge to complete the goal
3. Social what is our responsibility to society
4. Economic will it make a profit

Human Factor

A successful company must conduct relations with its employees with a responsible ,
companssionate policy.

The public perceptions

Public thinks of big business as greedy , cold, with no social values. Especially in case of massive lay-offs
public criticism is getting hard to fight. What can happen when business overlook the human factor ? The
lesson is clear : before a company takes an action affecting the public , its management should attempt to
view the move through the eyes of others.Similarly if the companys employees believe that management
is treating them unfairly , their work suffers and internal tensions develop. However , due to the advance of
the technology , and for companys survival lay-offs might be used and in some cases the new technology
might annoy customers. ( example of the new telephone centers with the pre recorded voices The lines
are busy , our first available officer will serve you soon

CONSUMERISM

The Latin presept caveat emptor let the buyer beware is long gone. Business are required to
produce goods and services , of safe , acceptable quality on honest terms, and good terms of
payments . Consumerism is a significant and growing force in the conduct of business. The
consumer movement developed during the past three decades because far too often business firms
were cought either cheating their customers or carelessly giving them inferior products. Ralph
Nader a Washington lawyer was one of the first consumerism activists. One of the ways the
consumers can react to a company is the boycott

PRODUCT RECALLS

Recalls of defective products from the purchasers are the most visible and frequently very
expensive aspect of corporate relations with customers.

BUSINESS PUBLIC AFFAIRS

Corporate citizenship is a basic tenet of business and industry for several reasons
1. Many business executives have realized that to reduce government regulation they must
take the initiative and voluntarily exercise a sense of social responsibility.
2. Business and industrial leaders realize that they can survive and prosper only in a stable
socity that provides safety , security and economic well being for its citizens.
3. Corporate citizenship enhances a companyw reputation and its ability to market goods and
services.

COMMUNITY RELATIONS

Following the Think globally , act locally business have to take care of the affairs with the
community in which they work with.

CORPORATE AID TO EDUCATION

School supports , research support , grants etc

One good example of corporate public relations is the one of the Japanese firms working in the US.

CORPORATE PHILANTHROPY

Company financial contributions to community and national social programs and institutions are
closely related to community relations. See the PR insights , give some examples.

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CORPORATIONS AND THE ENVIRONMENT
Public is more aware of the importance of environment.

THE PUBLIC RELATIONS ROLE.

1.
2.
3.

Present to the public the companys environmental accomplishments

Inform top management of the publics perception and concerns about the companys
environmental record
Conduct environmental cleanup campaigns within the company

The green image

One companys program

THE BUSINESS MEDIA

RELATIONSHIP
Some times media inform the public in a way that will mislead the P.O. and/or the info is different
that the one business has passed through or any other case you might think of. PR stand in the
middle.

FINANCIAL INFORMATION

Two primary targets for a companys financial information are 1. Stockholdres 2. Financial analysts.

SENSITIVITY TO ETHNIC GROUPS

MARKETING COMMUNICATIONS

The terms , marketing communication , marketing public relations, integrated marketing

communications are often used.
1. Product publicity
product publicity is more effective than an expensive advertising campaign.
2.
3.
4.
5.

Informations Bureus
School Promotions
Cause- related marketing
Corporate sponsorships

EMPLOYEE COMMUNICATIONS
Health and social issues
1. Use of drugs
2. Smoking
3. Sexual harassment