PUBLIC RELATIONS

PUBLIC RELATIONS
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INTRODUCTION
What is Public Relations (PR)?
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PR refers to all relationships that exist between an organisation and its publics. -
is a discipline and a term which applies to organisational level only. Thus PR relationship between two individuals such as brother and sister. do not refer to a -
PR is a discipline which is as old as civilization and as dynamic as tomorrow’s newspaper. -
PhRav eex PisRts o wr hneotth. er people in an organisation like it or not, therefore an organisation cannot choose to -
Public mPRa kisi ningd ais ppreonfsita ebtlce. iwn iathno ourtg PaRn.i sation, since no organisation can achieve its objectives such as growth, T Pscthhuraeebr elwaitcc oostre r d rai spmtuiacbslgl iscau micnha P taeusdb s lgitcur odRueepnla ttosi ofi spn ase ohppaulsbe al. i csP,p ucebucsliitcao lr mmefeeerarssn itisno ag a p osutehbleelicrc t,t ehedma nhp ojluomsytoe rgeeesf neisre raoin upgsu tdboils itcth.i nec gt egnroeurapl pweitohp sleim inil atrh e Is Rnuetpfeeprrplsiee trross odentifcaf.e la roerern Htk nouorm wvaannr ia oRsue psla ugtbrioolicnussp os fw ainth o wrghaicnhis oatrigoann isation has contact with e.g. customers, employees, il Ranewsftesa rnissc theou r amelllaa rtneio lranetlsiaohtniipos nhbsiep ntswo teth ePantu ebaxl ibicsr tRo bethelaettwri oeanensnd. tswisote (r2 i)s o hru mmoarne rpeelaotpiolen sn; oat rreelpatrieosnesnhtiipn gb eatnw oeregna nai spaetrisoonn. aFnodr the in- CHARACTERISTICS OF PUBLIC RELATIONS
1.
2.IPotRb is jie sdc ntyionvtea sam. sicta tic discipline; it is one of continuous charge and adjustment in order to achieve its
3.IMt iesa tnasn PgRib ilse a planned activity and its effectiveness can be assessed.
IaMtn iedsa atnhnsea PnlyR it tii nccavolom lveess u ap p wroitche ass r eomf deedtiearl morin ointhge ar nadct aionna.l ysing a situation and of the factors influencing it,

PUBLIC RELATIONS
PREFACE
TeUhnnicisvo TRThheeilsa mtsitoauntdes epurarsacitkg i y eewsda. rt iepaxla msI tcc nmec.obksno la u tocaokinvs dId aeem eefrrdos pd gissr imtnh saaitb etvh gelfelou asirsyi loslatuubsdi aoyu fpt mhaocokrss th eIantvcte.e rbneaetnio rneasle t Eaxracmheinda ftrioomn Bvoarairoduss a snodu rEcdeusc, aintciolundailn Ings mtitaugtaiozninse ssu, cPhu basli c AAAlcnla omdseyh masmtyu ,id sCaeC nOOtsrSi gfArio nCmaol ltSlheageb o eafo o(Cl.l ohwrisintiga bsl setaocr atyuh ne oesfe dCuocllaetgioen fP ooulfl bothlwicei n Rages:oafl sl Sinosutitthuetironn aisttioanncse eI rhmasv Asf wrichae)ea nredc r aen Eexivaemdi I dw WasI nfreorm’ Da EleXc tAucraedr;ss ore mpoanrty. SmPyE,who C nISoSt have fCoOrgLeLtEtGinEg, faithfully TmRyU sSoTn TRheigsa srtdusd y pack is meant to be read slowly and carefully, since it is like reading notes e for in-depth understanding. LGDDD.SDMIPALORTM RCIIIPPPA.CLLLDOOO.UMMMAAAA SA A BAO ----- - (GPAMTORDRAOOUVRJERUKERIPECSTT BUUnSivINerEsSitSy MTMIIS NP IAANLGRNAG A ODf MZiImNbISaTbRwAeT I T E DIPLO MA KMND EANA TBNNIIUNNDASGG IGPN DUAEEMBNISPLDSELIO IDOeNg CN SM MTTRAU EANLD ree AAIETGSIO Equivalent) E(MIN.CSE.CMUARSRTEENR TIN S TBUUDSIIENSE M N(UT) K U)K SS ADMINISTRATION (M.B.A)
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TABLE OF CONTENTS
PR DISTINGUISHED FROM OTHER DISCIPLINES .................................................................................... 5
PUBLICS OF PUBLIC RELATIONS.................................................................................................................... 8
MAJOR PUBLICS OF AN ORGANISATION ................................................................................................... 9
QUALITIES OF A PUBLIC RELATIONS PRACTITIONER ...................................................................... 11
PR CONSULTANTS ................................................................................................................................................ 14
MEDIA RELATIONS ................................................................................................................................................ 16
TYPES OF MEDIA ................................................................................................................................................... 18
THE PRINT MEDIA (PRESS) .............................................................................................................................. 21
HOW NEWS IS GATHERED................................................................................................................................. 23
PRESS EVENTS ....................................................................................................................................................... 24
PRESS RECEPTION ............................................................................................................................................... 25
Facility/ Site Visit ................................................................................................................................................... 28
PR DEPARTMENT AND PRESS RELATION ................................................................................................ 30
FEATURE ARTICLES ............................................................................................................................................. 36
PLANNING PR PROGRAMMES ......................................................................................................................... 37
PR TRANSFER PROCESS .................................................................................................................................... 38
SPECIAL AREAS OF PUBLIC RELATIONS .................................................................................................. 40
HOUSE JOURNALS ................................................................................................................................................ 41
AUDIO VISUALS ...................................................................................................................................................... 44
EXIHIBITIONS .......................................................................................................................................................... 47
SPONSORSHIP ......................................................................................................................................................... 49
MARKETING RESEARCH .................................................................................................................................... 54
METHODS OF CONDUCTING OVERSEAS PUBLIC RELATIONS ...................................................... 57
PR IN DEVELOPING COUNTRIES ................................................................................................................... 57
OPPORTUNITIES FOR PR IN DEVELOPING COUNTRIES ................................................................... 58
EXPORT /OVERSEAS PUBLIC RELATIONS ................................................................................................ 58
ROLE OF PR IN COMMERCIAL AND NON COMMERCIAL ORGANIZATIONS ............................ 59
CRISIS MANAGEMENT ........................................................................................................................................ 61
PAST EXAM PAPERS ............................................................................................................................................ 62

DEFINITIONS
There are several definitions of PR which have been brought forward by different authors (TPhReI SthAr)e Peu (b3l)i cm Raeinla dtieofnins iItniosntistu otfe P oRf Saroeu aths fAoflrliocwa.s and bodies such as INSTITUTE OF PUBLIC RELATIONS (IPR)
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DEFINITION
Analysis
and maintain g oo“dw PiRll panradc mticuet uisa tlh uen ddeelrisbtearnadtein ,g p blaentnweede na nadn soursgtaaniniseadt ieofnfo arnt dto it es sptaubblliischs” to establish Deliberate: -
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Means Planned Ptr oe R: c b eisei v ade pe that frleiobecederbsaast PR ceoklyf is an f crcooremmam activity tietsud nt. aicrgateiot done pn intentionally uthbelicre. f Tohreu sa nth or oer rgealantisioantisohnip carried out c by obnestcwioeeunsl an organisation -
ya nm oarkgeasn cisoanttioacnt awnidth tasn pdu sbeleickss taos SustainehMtdaa:ke pianhngasz cnaarordet hfauicnlt gaiv ciistcy e -
ufnt tt oo fc hspaencciefi,s por PoRb liesm bas saendd o dne mtaeiletidcu sltoeupss ptola nsonlivneg ahnuds istt rmateeagnys wPRh iicsh iontv i oa lves h EstablishmmM -
MaintainMm eueasatnn uetaunasl bss eoP PuRn nRcoc dbeergsitna ienn vttiohneluv eecods ol.masnimn ocuenn gtihcoaeint iigno inoti c rap lcr aootcnteetismnsu photau sms b aaeyne annloy itsn iaistl iwoafta ebydso btbhee t sswiudeceecsne o safs nftuh t ole.gcoanmismatuionnic aatniodn n r it ps ipctuubrleic. s I,t i -
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nredliantgio -
GoodwilMl This Means aintaining implies PR strives that a relationship it to keep bnesthwipese all fnr oamn osrcgraatncihsa. tTiohnu sa npdri meaacrhy aoifm it so ef xpiustbinlicg roerl anteiown ps uisb tloicess. tablish climate of -
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Refers is important Thus PR to strives a good to name build or a good means established “favourable to nurture relationships name listening amongst attitude the to relationship its target towards” publics
publics’ established, feedback failing and which acting it will upon die. it. 1
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Mutual Understanding -
Means that the organisation must understand its publics and it be understood by its publics. -
OrganisaaBtgoiortehne :p maertniet sa mndu hsta urmndoenrys tbaen db ueialtc h other and it is only if both parties understand each other , can -
Publics: Robefjeecrst itvoe ,a w siythstienm thaet ilce agrarla fnrgamemewenotr ko fo pf ethoep leec wonhoom coy.m e together to accomplish a common goal/ -
In – housRee PfeRr sD teop dairfftemreenntt :o r various groups with an organisation has contact with. -
Refers to an internal PR department of an organisation.
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FRANK JEFKINS DEFINITION
A oDrnEgFaaIlNnysiIsiTsaI tO ioNn: a“nPdu itbsl ipcu rbellaict ifoonr st hceo npsuisrtp oofs ea lol ffo arcmhsie ovifn pgl amnunteuda cl oumndmeursntiacnadtiionng .o”u twards and inwards between an Forms •
•
•
OutwardTs of Communication Means planned h e: refore PR communication: PR is involved with the communication of the organisation •
cMuesatonms PeRr’ iss i nsuvpoplvleiedr involves can be sw various eitthc. transmitted all outside planned through publics means various in of relation communication means to communication. such as words, a whole pictures, symbols etc. MEXICANsMt Specific Inwards: •
OMbejeacntsi vPeRs is also involved with an organisation’s communications Thus outside publics may include •
SreiTkaAen.Ts EsMomENetTh to be accomplished e.g. to overcome public to the misunderstandingafter publicsinternally such a as disaster employees, or A iDnEgF y oINr aIT gIOoaNl At A“fotlP ohrnega ltouhwbel a lpnyusisibsal iifncirg sR tiico’nss’ tde Welaftoinioriltndios in tleeraedsetr”nps rasaebcmotiucbtel s and ti hso implementing etf h nPeau taburlritc ea Rnaendld as topiocuinrapsl and osAcssieeso planned noccfi eath toieof programmes npa unhabelllyidcs irinneg lMa ttrieoexnnicdso.of action s C, pitrye idni which cDtiencge serve mthbeeirr both c1o9n7s8e,the q tuheeny organisation caedso, pcoteudn stheleli and ng Art and •
•
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AnalysingB social bMeeliaenfss. science: PR is as discipline which deals with people and involves dealing with a specific Society, its value and •
Social sciencerefers r and their to actions the study pertaining of human certain beings issues. in a society which determine the •
etrheanvdiosu: •
•
It Organisational Mopeinaniosn Trends means P, refer Ra PR titnitvuodlveess is to a changes objectives, dynamic cnadr royrin which discipline mgi such souunt can dae as rressteanardcihn the take which trend place involves gosr. of to in sponsorship society study analysing a and particular in either the society. society’s situation be in a positive events in order or to to negative achieve assess current way.
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Predicting their consequences: •
Moregaannsis Pautibolnic’ Rse plaatriotincisp iast aiobno iunt paanrtticicipulaatri npgr ocgerrataminm ree.s ults (consequences) as a result of an •
CounselliFpinnoufgrob irlonimcrsigttaayatn intocoinse a.a Pntiu oobnrlgisc a ’Rneilselaaattdiiooennrs st: h isu isn Pvoublvleicd R ine ltahtieo pnrse cdainct eioansi olyf pcreerdtaicint tehned c roensuseltqsu seuncche ass o tfh seu ecfhf ercetles aosfe b oafd •
dMeecaisnios nP(usb) ltihce Rye claatnio mnsa khea so na rbeeshpaolfn osifb ailnit yo rogf acnoiusantsioelnli.n g organisations ‘leaders pertaining the •
I(ottror em pbdeeoua nlcincdoysau Pntnhucseybey)ll li mecm draae ybyl a yhct aotiohvmneees nP ouRefpg fp iawceteriivtsrhseo/ nei mm.. gpa. naaac ptgsoe tlriocs y aa onre no e erxgmpaepncliosteaydtei oeto nd chisoemunincsessea tllh moerra een miasg pael onmyeeeenedt r foeotnrr etahnlmec hmomsaten enavtge erym iessnut e Implementing planned programmes of action: •
OTHER DbMEoeFtaIhNn pIsTa PIrOutibeNsliS ci n Rteelraetsito ontsh ies ra tbhoaunt jcuosmt oinnge pupar wt eit.hg .p cloamnninedg purpo wgritahm am sepso nosf oarcsthioipn pwrhoigchra amrem me.e ant to serve •
rPeulabtliico nRsehlaiptiso bnes tiws eae mn atnhaeg oermgaennits afutinocnt iaonnd t hitas tp eusbtalibcsli sohne ws ahnodm m suaicncteasins so mr fuatiluuarelly d beepneenfdicsi.a l •
oPurgbalinci sRaetliaotnio’nss pisu ab dlicissc, itpoli naceh tiheavte dae malus twuiatlh u annd oerrgstaannidsaintigo.n ’s reputation and communication an
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PR DISTINGUISHED FROM OTHER DISCIPLINES
a) FROM ADVERTISING
Definition AAcoddmvveemrrttuiissniinnicgg ao trpfie orafeneds rvbeseny tr toatsi n sati hnindeyge mf:n otorimfsite odpf e snrpsoounna-sspioverer ( spAooMnsaEsliR bpIlCreeA smNeen MstasAatigRoeKn EtooTf I tNihdGee a rAisgS, hgStOo poCrdIoAss TopIreO csNetsr) voicf eths ein p trhoed uchcta/nsneervlsic oef a t the R lAoonwlaeel ysotsr ip sao:i m ss iobfl ea dcovestr.t ising is to sell. It does so through its persuasiveness by using claims, Exaggerations and self- praise. −
Exaggeration, e.g. lunch bar, advertisement. −
Self-Praise, Surf, Red Seal, No.1 and Samsung −
PUBLIC RAEdLvAeTrtIiOsPiNnUgSB LiDsI CInF oFREnER-Lp AFeRTrIsOOoMNna SAl tDhVuEs RitT iIsS tIeNllGin IgN a TnHdE s eFlOlinLgLO WING WAADYSV: ERTISING aR Pnuodble lsi oce flRf P-epularbatliiioscen R.s e ilsa ftrioeen sf rios mto cclraeimatse, uenxadgegrsetraantdioinngs SPeurbvleics Rtheela wtiohnosle d oeraglsa nwiistaht ipounb lics PP Ruuebblielliiscc oRRnee llpaattriiioovanntsse is smp uaescdeeida a bndy aaniry t iomrgea ins insaotti opna id for PPuubblliicc RReellaattiioonnss icso cnosmulptarnethse anrseiv pea/ibdo oanrd a free basis
pRArodalveise eort.f i saindgve irst ifsuilnl go fi sc tlaoi msesl,l exaggerations and self- sAAoddmvveeerrtttiiimssiinnesgg RAAeddlvvieeesrr AAddvveerrttiissiinngg ttoiissniinn mgg asmspsaa iiss ldimireitcetded ymc ene/odatii arb to teim a uese tm taarrgkeetti isd pbayi naugd do tfhoer fuiennccteiosn r organisations s b mission and
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b) FROM PROPAGANDA
Definition f Porlolopwagearsn. d oaf i sP rao bpiaagseadn dmae: ans of gaining support for an opinion, creed or belief. Propaganda is used to get A A isisnmuae loyssf w ipsi rt ohp wahgiacnhd pae ios ptole m moabyi lnizoet tahger emeu. ltitude to support matters of the heart, e.g. on political and religious PUBLPICub RliEcL RAeTlIaOtiNoSn sPD UisIFB uFLnEIRCb iFRaRsEeOLdAM T IPORNOSP AGANDA IN THE FOLLOWING WAYSP:R OPAGANDA TPrruotmh oatneds faa tcwtuoa wl ianyfo crommamtiounn ication floor cTPPlhuuaebbimrlliieccs i RRs eeall aatattiinoognnissb ilse fbreeen efrfoitm o ns ethlfe-p rreaciispei eanntd o f
IPPsrr ipsr boimasoetde PNroo oopppreaajgguaadnnicddiaaal ptaanggainbdlea bise fnuellf iot fo sne s dictatorship tlfh-ep rraeicsiep ient of propaganda c) FROM PUBLICITY
nP PoUUtBB RDnpeeeewfrfesisnor pLLIaICCid sinat tbaioolo fEEoLLrA nstuth otime AbTTyIIO ift r uPienlulae OthNNeS batai lopiscenui Ss pDoInFFsoERr. t booylff:i sidnhefeomdr ammnaedtd ian vc p o P RR FROM ifoiounrm PUBLICITY op trrh ooedb vutaacrtiin/osiunesgr IN THE fihcaeavon onurer FOLLOWING balsbu osleifn pceorsemss uemnnuittanyt WAYS: iibcoaynt r iooefnle i tab souintn ngtho oetf rcaaodimdio mf,TerV.r c,ioaurlbl ysli tcsaiiggtyen iitsfhi cnaaotn nits- PPPPuuuubbbblllliiiicccc Public Relations RRRReeeellllaaaattttiiiioooonnnnssss is iiiissss pcanoiolmantn a continuous etanrd oer eladlsat u btlalter ITPPNsauu PUBLICITY get activity publics oarbbtg r llaiieecc tsiic tturoyyeln tamm todiaanfe yyuirn sonnf ouooosrrtt m vbbaiceeaet twicpivooeliatnnryns tb nrooeefild nlaa g bp lmaer atidceu lkanr omwend 6
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d) FROM SALES PROMOTION
S wDaietlfehisnin iP tarioo s nmp eoocfti ifSoiaenld er esp fePerrrioso mdto oo atfl ilto ismnh:oe ret .t ge.r mOK in GcRenAtNivDe tChHaAt LcLaEnN bGeE u sed by an organization to achieve its objective PR DCIoFmFEpRrSe hFeRnOsMion SP AULBELSIC P ORERLMATOIOTINOSN IN THE FOLLOWING WAYS SALES PROMOTION IIttss rroollee oisn t op rcirveaatete m aend uian derstanding Do not put emphasis on prizes and time period
IIRtses llriieomslei to einsd tm op raiinsmsc armeryae sdteoia st ahfoleer s mp earrskueatisniogn f unction Ppuertiso edm phasis on prizes to be won, prices and time
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PUBLICS OF PUBLIC RELATIONS
DEFINITION
Publics are different groups of people internally and externally with whom an organization communicates with (PR is about relations with others) or deals ADVERTISING TARGET AUDIENCE
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Definition
•
Target audiences are all those people aimed at, with an advertising message. •
M Maarrkkeett isnTegag rmMgeeatnr katseu tad rSieeen gscpmee eccionfitncss :oi sft sc oonf slaurmgeesrst nour mbubyeerr os fw phoot eshntairael bcoumyemrso. n needs and characteristics. I sRnpe emacsaioarnlk wes tafionyr.g d perfoindiuncgts P, Rse Prvuibcelisc sa nd marketing mix (4ps) are aimed at satisfying the needs of the use groups in a -
To identify all groups of people or relevant to a PR programme. -
select the best media and techniques use -
It helps in budgeting a process or an event -
Results oTfo n porte dpeafrien ian sgu PitRab Pleu bmliecsss age for each group. -
tUon tlheses p puubblilcicss. are defined it is impossible to select an appropriate media which will convey the message -
Priorities cannot be decided -
Unsuitable messages may be used e.g. A Minister addressing rural folks in English or French -
THE 1B.ASEICff oPrUtsB aLnICdS f uOnFd As Nw iOll RbGe AscNaItSteArTeIdO iNn attempt to reach too many publics
2. The Community
3. Potential Employees
4. Employees
5. Distributors
6. Suppliers of services and materials
7. The Money Market
8. Opinion Leaders
Customers/Consumers and users.

MAJOR PUBLICS OF AN ORGANISATION
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1. The Community
•
The Community consists of the organizations neighbours who may live or work close its ftaSahsece n‘t osbiorebiptelteese ,nc ro o edfmf.agicyp.e spa’, nositl elpousart eraiot,r ienacii ptri.opea o.td inroeto,nv iee sitelnoc, . pl do T iacrhatne,l d f eau svcmuetsinevttsiats,ii nseams na ode ‘fl tl sthgh. eo eP or ucedobg nmluicelpa irgrae hnslaubytp oimopunalryhsy ooaafocf ftcdeiov cpimtto iteplhisace ynm c.y ou nsmet mwbesu nti nooitc pytohe irenrpa olotoirnocaeant elsw pd ear .syegu s.o csr.h Community Relations •
Rmeufteursa lo uf nadlle rresltaatniodninshgi.p s between an organization and its community (society) in order to create a 2. Potential Employees
•
ptRahpreaepfteso erinisnn ftttoo msr tmaealfnla fftt ue ioottfcunf. ri ac eReb eerosmcu.r tup icltoamyreeeeenrst owmphapoyo mbrteua ydn oiltiinveees ifinrso tsmhuep s pvcilhcieoindoi tltyso, o ctfho tellhe rege swepso oarnkns dpib lualenc eicv,a ebrreesie trriee mlsa tawivshteeesrr, sef,r iaited insvd iismse oprsfo artnadn t 3. Employees
otaEhrmree ap cu vloosideny eseoioedf s e‘b areers edpu serteeaodgk b .a ue rSpd oo’enmd es ea co shtf yt etphmheiece ag gslr, r eseouaxwtbpetdlhsait nv aaiarssetisioaoesnnt sosa fnoo P ffo Rear.mgn aTnpnhulieaoz lyae retneieocpsono a urctrrasean gaa enesvmd fe oearl cnlhoctao wovusfe n;.c t oMsm bamyn maugneeiacmnastei nootnf e afmr hopomluo sbyeoe jteot ouremrlna attoilo a tnnosdp , •
Management and executives, branch manager •
Section leaders foreman •
Office workers •
Factory •
Field sale force •
Transport workers •
Overseas staff •
Casual labour 4. Distributors
Tsmuhapereskerem tairane rgk t eshutesp ,m pboirdordtk lweerhmsi,c eahng neoonf tams ,P adRne uoafrlaegcrastnu eirztecar.t n ioDone s a(umleprap rnleiuelfara tccioatunnr sae afrf)ro ear ndadn t omim napeyog irnletcaclntu.t d aes tpheec tf oolflo pwuibnlgic: wrehlaotlieosnasl earns,d 5. Supplier(s) of materials(s) and services
raaTes)h gpeSae umrcpdtap sni lnteioetcer es nousasfpn amprcyleai e ftooresfrr giaPanoRl do p dtlh arene nlmaitneiogdn.i a sA. w ciothm spurpephleienrssi vise oPnRe p trhoagtr sahmomuled snhootu blde olisvte trhloeo fkoelldo,w siinncge o ibt jies catniv iems pwoitrhta nt -
Sources of raw material -
components -
Supplies of fuel -
Suppliers packaging

b) Services -
professional- advertising, public relations, legal, accountancy -
public service- health, water, refuse, police, fire brigade -
education –industry training boards -
advisory bodies –research stations, trade associations 6. The Money Market
-
Tadhivsi sioncrslu. Tdhees bpaenrfkosr,m buanildcein, gh issotocriey taiensd, ipnrsousrpanecctes c momayp naeneieds t, osh baer ekhnoolwdenr bs,y i nthvees mtoorns eayn dm fainrkaentc. ial (a) Publics of a Charity
(i)
ii) Members, donors, voluntary workers, collectors
(iii) Beneficiaries and users of the service
iv) Potential supporters and helpers
(v) Suppliers of service materials
vi) Politicians, political parties and groups
(vii) Central and local government officials
viii) Medical health professionals
(ix) Other charities
x) Opponents
(xi) Opinion leaders
Media (b) Publics of a national tourist board
(i)
ii) Own government officials MPs
(iii) Distributors –travel agents, package tour operators, convention organisers
iv) Transport operators- rail, sea, air, road
(v) Banks, credit card and travellers’ cheque operators
vi) Hotel owners including international hotel groups
(vii) Motoring organisers – AA. A, RAC or equivalent
(viii) cVaisriatvoarns e–r hs,o claidmayp emrsa kers, business people, students, conference delegates, sports people, motorists,
(ix) Oovpeinrsieoans l eaders – travel writers, politicians, teachers- some of these being in the home country some
(c) Publics of a food manufacturer
((iv) ii) i)
Media (vi) v) iii) The Southpeprl aDnisdt All Psaolteesn Community grades sttiaafl iperros fs foefs ftraoffm- of in sloiocnaal management, the lootchael sl vicinity eservrivciece rf aficrtmorsy e of .g. /office, office the Public factory
labour, technicians from colleges or other firms; management rriebsuttaourrsa stock market- –n tws,h roelteasialelersr city editors, sa, nbdu lekx investment bpuoyrtinergs factory, service chains warehouse, analysts, and and supplied supermarkets, institutional transport, of raw materials, buyers sales cash staff
and packaging, carry shareholders
warehouses, advertising and
and
(vii) viii) Consumers Mmainttisetrrsie; as lason – dp present ogloitviceirannms and ecnotn potential, dceerpnaerdtm weinthts including i school 10
mcopnocret ronfe idn gwriethd children
ifeonotds,, epxrpicoerst, ohfe parltohd ruecgtus lations and dietary
hotels
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QUALITIES OF A PUBLIC RELATIONS PRACTITIONER
INTRODUCTION:
A public Relations Practitioner (PRP) refers to a professional person in Public Relations. Thus qualifications and experience in the field of Public Relations (PR) one with relevant Qualities Required toMake a Good PR Practitioner
T 121h... e qAucaqluPAiteiicrerqessud ooi nrqfe auadl a P QQlRiufuPiaca lacliitatfiiineoc sanb tsei o &dni sve ixadpneeddr eiienxntpoce ertwi eon ccea t egories which are as follows: ( RAae )Pf RerPs mtouQ asultl a baleicfq ibcuaaitcriekoden dss k uilpls b ayn rde leexvpaenrtt iqseu ainlif tichaet ifoienlds soufc Phu absl iac rDeelagtrieoen sin. T Mheays si nCcolumdme uthneic faotliloonw. iTnhge: refore a PRP TQ(sbhhu)oe aurleilfdfioc harEeatix voape nP etsRhr inPeee nnsehcedeoc teuosld sba her yas vueepx ptpheleermi enneeccneete sisnda tbrhyye ea fxdipeeelqdru ioeanft Pceeu e bixnlpi cteh rReiee fnliaectleido i nnos ft, hPaeun bdrel ialce gRvaoenolatdt fi oiternaldsc, k oa frn emdc oaasr gds o.c oodm tmraucnki creactioornd. . 2.
Personal Qualities
PRRefPe ((arasr) c) b) eto a sa lflo inllobworsn: A Diplomacy
Integrity
good qualities, communicator
a lthough the qualities can be improved over time. The main personal qualities of a
d) Imaginative
((e) f) Enthusiasm
Sociable
ctPhouenb foleicrrg ((g) k) Curious/inquisitive
l) i) h) j) Objective
Persuasive
eRanenclaiestsai otai Rnonsend Courageous
Poise
sc. mpTalooels nem ftsoiianbrig nlaest a m, vinois rtieth eeinxstehi micboiatntioetr nsasec tta sun tpdh ioen ttinhee-rhnr oaeluvlyes ens toPs R tihnOa w ts hhthoiceuh lP dtRh pOea chyo avmsis gpitoasn otyod itlsihn eeen sog roagfga cenodims. amtiounnsic laotciaotnio tnhsro, autgtehnodu t
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Budget for a PR Department
The In- House

department Salaries Overheads: varies rent, in rates, size and lighting, duties air according conditioning to the type of organisation so do their budgets.

Depreciation:

Press Insurance: events: Car, materials, furniture all risk on and catering, equipment hire/rental charges
Visual aids: preparation, production and distribution

Feature News release: articles: Preparation preparation and production of news articles
House journals: Editing and production of the magazines
Educational literature: printing and
Sponsorships: awards, coverage, hospitality production
Seminars:
Vehicles: Photography: car, Material, van shooting, catering prints

Travelling Equipment: Telephone, Stationery: expenses: Letterheads, Fax Camera, car VCR, envelopes expenses, TV BPwruhodipcghee taxis, air- Advantages rwt ipnillgla en insn hitnhagen of an rcoee Cff in-optohrrneeot house giaPn rRpgaOreminm imncay
tai A full time Department service eMr sy, a mfnoaarnegcaeagmseteminnegt’n to the whole ots ff ueresnstciumtlitosan organisation oonnfd .P bBRuu fddoggr fares eeittt isinm bgpr oinlifeg cs oo tsuimtts et ihs ae ts hr weea esllo lr raetss o pmfo aoncnscieboyiul imntiteaasnb aolegf eppmurobeflneicts .s rieolantaiolisnms.

Good corporate communication
Day Swift Knowledge to action day advice of in industry, times to of management emergency trade or subject
Disadvantages

of Permanency Iat Immediate nis i nm-ohroeu esceo access PnRo mDeicpaal information rintm teernmt s of resources and decision makers
Lack
Narrow
PR Not Lack of The PRO responsibilities PRO independent
employed of training impartiality- range of for experience assigned wrong this makes reasons the PRO to be may lack enough respect to inappropriate from top management personnel uncritical and biased 12
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Activities of a PR Department
fo srofo Because mdmief fo eorrrge aanlntl of ioPsafR the tt ihdoeen different pf aoanlrltdom wmeinnagnts sizes y-a vctathireviia activities tstipeioesn-c isf and iwc itlyl pbees needs f oouf wndo.of different r Hk opwerefvoermr organisations- teydp ibcayl lay PthRe as well as the sizes and l s

iPnlcalnundiinngg, wOirtghainn itshineg porrogvaindiisningg d tehpea rmtmaneny a,n ta’nsd cyo t-rdaoinninagti bpuodsgseibtl-nagn y w da vhairciehd nodr rceotrnatirnoinllign is P uRs uaacltliyv gw iatlileosc hthiceh aintteod wmoigrkh ato to p bf ilta m waonrakg ea annnneuda nney caenssda PllyR. oefr rayll programme aa nPdR hdiesp oarr thmere and snt tas conducting wtffa ifwllf iiinnllg vd olieflfvveeer frsotamff toimf it

Amteteentidnignsg Organising o ffu andoperating enxceticountisv e– sw ohf etnh an“en aedcevessratirsyin information ogr, sianlveiste, service” md-a mrkeeetitningg, for the fsi noafn media tchee, pbrooadrdu and for cotifodnir,the e acntodr organisation’s os tahnedr eth teo ,PtiRm aesp eD. aaprtpmroepnrtisa. epartment, d publics. te,

aWprpitrionpgr inateew ms erdelieaa. ses and press releases,
bCrailelifningg Am acracraionnmtgapiinnaginn a anndd ygti nhage ““ph oorrg awnriistiinngg topetxioctgt”urra sppreeescsh oep rh lcisba pr attriooy ecso ”n s e n foferr b– oa tehnocsees nrt adtok edonits-feature eriirnbscu wltuihndogin articles rge uhteohsteto and stories, and distributing them to the ht qp tghbreraimepfh.i nsg t oo ft hthe e m epdhiao-t owgritahp hoerr sw –it haonudt

MlAarbPrao’nrasgt i,on s VrgiIeP as’n ,d s ,t e w, hreoc ewpiltli obne u s eaxnpde cpterdes eton . taadtidorness s, es tinhecl uauddiniegn pceros.v iding full
A tneerarcamens,g saainnrydg. aonr d sc ooarnngdtar on oli sf cifneognr etvriigessnit –v tioosi e ft“ otrhssie.t s o troguarns”iza otifo vna’riso sp raermeaiss-e se g, F“acvtiosirtyo, rds”igmni gahntd in dceluvdeleo promyeanltty e ,,
fOorrg Ec“udisinttitonemgrn aVnIPis’insg aarl n”, d/ gthuee o othrgear neimsinpglo f ucplsrieeon s“d,tso ussc,,sicnhhga ftihceia pl roepses pyreeesss n ainngds –vee.o”gn., eorf S, rcaiednioti needwi satnsd ap. remises – tienlcelvuisdiionng , including oinrtgearvniieswinsg making fborrie mfinemgsb the necessary aenrsd o orf trheeh arrangements emaarsnaalgs wmheennt e s t u ra ehsh osoutladsefef r nsp,e u wabnslidlce th attthteieor m nsp sua b naldinc dsm. oatghaezri nfeosr m, sa n odf aclosom mfour n“iceaxtitoenrn aanl”d desisctrriibbeudti o inn fotor
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PR CONSULTANTS
The PR Consultant
TD Thheeefi nPPRiRt i coConon nssuullttaanntc my ashy obuel da nn ointd bivei dsueeanl o ars a ann o argltaenrnisaattivioen t ore tchoeg unsizueadl PfoRr Dpreopvaidrtimnge nPtR. s Tehrvei cgeesn feorra al tfeeen.d ency however is t soe eumse t ob optrho vfiadceil itthiees m doespte enxdpienrgie onnc etdh ea ncdir cpuomtesntatinacl eses rovifc tehse t hsoituugathio nno. t aGlwenaeyrsa. lly speaking, the PR Consultancy would Reasons forAppointing a PR Consultancy

Because To To plan organize provide and management the a execute press press organisation functions relations a complete needs cannot services such counselling PR as afford Programme press the services conferences cost of on setting communication , press up reception its own problems PR e and Department facility on visit short term rate and basis T Chhearreg financial PR, a)
ianrgepT sCthaamrgpisn)mooafr a plCinarooym nvweisdanueytlta g + i(ssa ropnyfe cP rcyRei aFa, lescisphetosi ns negsr otvorics cehosip nossn,c lvrtiaasnriisco ymu fsae naerase gbaeusm t– te hhneot ufaosneldlo jtowruainrinngia nalgsr b) cCoTPonhrnosesug ultrtliatamamnnecmc yyc eba s p unfoud mluasd0e rd atgehleste t oti hoen c clbileeun c tohset dt e.c boaf sa ltchuel seixsp afotelldo u oenf stiems woinn e ( gt:i..h ge e t(rwaovrekl,number i nfogo dh)of o urs) working +(plus) e.tdhitei nmgo asnt dc odmesmigonn, oconrepso: T Thhee PPRR hours the cost estimated of material for (carrying eg stationery, out postage
the PR

B
g n
Progress
Coverage
Writing news meetings of an releases exhibition
Organising

Expenses Cpmnopdono Estimated General Editing, Press Photographic visit nhtiintnohtgw laye designing information to seminars factory sessions cU Hhnoadwreg treosd taa tnCohcorey – material travelling house services journals nq wsuuoaltrrakten wrclyiyll costs , transportation, inb ea dcovastnecde a Unndd seminars .cehrasrtganedd wouhta, tw ish raetq tuheir ehdo uanrldy owrh daat iclya nra btee issu apnpdli ewdh ether fees will be
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METHODS OF SELECTION
a)
Competitive b)H taesrke tmo oar leim thi aMende t twehxoot edcn otn sinu ltthaen c iinetse nadree dc a allreeda aton ds h tohwis p mroaoyf b oef ccoosmtlyp e etespneccyi ablyly atcot uloaollsyi npge rffiormrms.i ng the
SH bpeyreo lrreoeecf ftt e hioorerfni ncc Moognm e tstopuh elaottandenon ctchyy e ibsr ys i enplsertocitdtueutdcio i nbnge w c dhauoicscheu wm oaefs ni titnss t rhsehepo uswatamintigeo na wr, ephaar.ot fwesassi odnoanleis m el saenwdh ite rme uinst t haels osa smhoew a r esoam oer c)
coSHohnenoeres pi ldpoikenienrldyeg d tamh hroooesusreetn .od isn M asee slthehocotredtld is. t aRree pinuvtiatteido nto, tsiumbem oitf ccoamrrpyeintigti voeu pt rothpeo spitrioognrsa amnmd ee aacnhd is cahnaarlgyseesd a arned a tlhsoe Advantages of the PR Consultancy
1)
2)Offers independent unbiased advice. They have a variety of skills to suit different interests or clients.
3)They are likely to do it faster than a PR Department because they have many clients to service
4)possess good communication facilities and equipment.
5)They are unlikely to suffer from moral suppression since they do not know the faces
6)have got international; exposure
7)They are independent and willing to criticize
offer ad hoc services (short time services) Disadvantages of a PR Consultancy
1)
2)Operations are limited by the size of the fee.
3)They lack specialised knowledge about a clients industry
4)divide attention and share royalties among clients in proportion to the size they are paying
5)They normally work through one person of the organization.
6)work on second hand information from clients organisation or PR Department
7)They are not always available
probably work through only one person in the clients organisation.
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MEDIA RELATIONS
DEFINITION:
Media:
Media Relations The business patterns Refers affairs. to refers to the relationship between an organisations PR department of working with media
1.
rAinenfqo uorimrrginaagtnio the iisnnaf otaiornmnd channels mtsioounust.of creess communication e.g T.V, Radio, Press etc. Media is a plural and of the medium. media, pertaining 2. aAwnnitd ho irrnog tuahtneinis oea rtogiouantnp a imsuatat yioo ftn r at,kh iene poorngda aloirarrigasaonngni ntiose eswmaitteihon tdh ea ntth.nredq s ubees tps roefp athreed oc osmwmiftulyn icreastipoonnsd m teod itah. Tihniist iactailvlse sf oor htahvoinsge
e fT omhri esmd ceiaadl.l isa t e f 4. 3. roAernsg gMthaeeindir poaenrgcistaeandtiis itrahe i t fcoorv tm ceorangstea annt sc da aarnryd wdaisrseenmesins t hceo nincfeoprmt, aotfio tnh amtioanin eo fn ienwfosr taanidni mmaatkiionng nvige wapnodi ofunn nht ecvteionntss
uorft tinhge
PRINCIPLES OF ea pidre ecorospv. olainat.ii leer soo nnT GOOD hagavee c,h awisni i tuhcsa st htoe aell sni rsealmatee nufimtoiarb teicvrre baa ssuicb eosaf tnmiv mjecott seet dimdiaeu tivoa pvlaeetlooinppglme tthioenirs saesl ahenned fo- tihneter woerfdi roersgt,tieiadr esto.MEDIA RELATIONS
a a tnhiusast cioonms ionrg p uepo wplieth. Tah suusb tjehcet stuhraets itn wtearye sttos 1. The FoBopyr es raea following rtgveio cwoinditgh are the principles of achieving good media relations:
2.
BAycilc lE utshrtaeatnbe l,ki stnrhouitwnhg r temhlaeet dimoiane,ale rnbefeposurtm s dphieaipr: tsaoattuioiorncne t atoin ienxgis f soo tth ror beeirt mfr eaalcitaceubririalailtt wreeqeune eym sat sP. RO and the media/ medium, the PRO must be able to co- 3.
w BA Thy sR uin pofoprgrlymainnaigtsia ogtnoio ft uh Pe osnud i pm cpoulipsetyd :iunsfto brme s mupupslty geo foacdt,ianlt, einrefostrimnga,a tsiuopnp alniedd iroenp raonddu fcriebele a w thweor ew aanyd r ewlahteionn ist hisip w wanillt ebde. c Tehmee jnotuerdn.a li sts b u 16
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f rpoimct upruefsfe oryr . material properly cautioned.

4.
By building personal relationship Am uPtRuOal sphrooufeldss dioenvaell oreps pa egcot oadnd p ien rwtseoigtnhrai ttly hr. eel amtieodnisah ip with the media, which must be based on frankness, 5.
tBAhy eP P RarOvoa vsilihanobgul evld efa raicfliillcoitawieti sojo. nu francailliisttise sa nd other member of the society to see things for themselves, pertaining 6.
TBhyi sc oin-v ooplveersa tmioank iinng m aarrtaenrigael mpreonvtiss iwointh the media on how, when and where the material should be sent. The important of good media relations
iGnofoordm amtieodni.a relations help an organisation to achieve maximum publication or broadcasting of Pr
a)fMolaloxiwminugm w pauybsl.i cation or broadcasting of PR information is of great importance to an organisation in the
b) It creates and builds knowledge and understanding.
c) It builds the corporate image of the organisation.
d) It can change negative attitudes to positive ones.
Iotr gcaanni sgaatiionn fsa lvikoeu Or Ka mZiomnbgasbt wthe eli mmiteeddia: N, aantido nraeld Burecewse rnieesg aLitmiveit epdu. blicity on such organisation e.g
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TYPES OF MEDIA
Medium
Media
: Refers to a Media TWO D:I VTIhSiIsO iNs Sp ilOnufrRoa rCl single mLoAaf tStiohSnIeF channel . IwCoArTdIO mNe of communication OdiFu mM,it refers such to as TV the or channels Radio. of communication used to transmit •
•
E a. is Broadcast BROADCAST Print/classified press into media two MEDIA
(2) main divisions which tDhIuAs are: ITtw reoi.ii. f e(2rs) eLbEllriVotReIaaS mt Television
oa dTdIO ainll Vitoe,bchroaandncealss to vfe choimclems uonf iccoatmiomn uwnhicicahti oinnv oarlvee: information transmission through the air waves.
Ia (tis) i s sT aaEt N Or m(fTf VwA)ih iTchV ceotcv.e rs the various transmission of information through the screen of the television such 12345..... T HVO pWro TgVr NSCDSepuraarortirmieroetsnsna aWmOmReKsS stap nlawr c n onsist r of the off air material: ee C 119.01 678... cTRCMehehulelaeisgstbie ciSro ihwtniinoeh o evwsi.ofnhfegauiwcrimrahssm co gs(hls .Hce Do e youtmhnldnea cpbromruoouluelgledssrt bhspueinr tawibnomehsp eteg,a imfi cecihlse.pneOegnpd mg sme. s .lN,anorh(gia kpy.drs lG b)wab ZayesBrs erii nonlitgfvererera.dat Coate’ np8n e.si tare Wp sis0nd ei0gn ropi,se rmCis gao h(roeoetnm.k l eiZovrBeyti oiof orp aerr lonN sdtceeuewrcntsaee idasnt) mf 1roe0mn.0t0 apnm o uotns iBdBeC b. roadcast van (OB). .. CESdchiuieldcnarceteino p’nraosl g v pprrraoomggmrraaemmsmm )eess aen.gd. ocapreton ounnsi.vy mi.e mwiensg l ikseo m70e0 n cpleurbs ownitahli ttieesst imanodn ieths.v ersity programmes.
e presenter(s) could become 18
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SPECIAL CHARACTERISTICS OF TV
1.
2. It has sound, movement, vision and at times colour. So it is better media than radio or newspaper
4. 3. aTnVd Prod s hporowdsu uction Bcaerien gm au sptr nceinegd of TV programmes bede otamkienna twhee edkosc nintl ourm meontnatrhies is time so. f A pnr consuming eopuatrsaidtieo nfi nbaenfocireerh costly. manady. The b Tei reverse mreeq uisir sepde. is true nt researching, to radio programmes.
preparing rehearsals
5. A proA taenb cnclheehnmwoircs w-piamiantpahsne . Tr rV er eqcpauomirreetesr arc yc mnameaened hvoisousainl risas spt,gm efainltm peedoiupmle h ath,n beday p tptaerperiefeers.tfhoer TmVa itnetreiarvl iaenwds .p Tehrseoren amlituys r , ttAor i prsahododioos,t ro aeutp ttosiimrdteeer b onrfe otehaddesicr tm aa bues cs htta ovpiacene ta bcoe sr daett he (ecfoonrrc oraf doee cdtrivees utrht daeonyod sainngd. mr b functions. aelyav interesting. enmnkit stsas) poaenth dbe usrp tp Great
earc eTisaVsl RADIO
How1 r.adio cSsehtaravtnii works
2.
Ldivineg Nonnngeesw lps gte s hsra tinutdeirov iapvrveareot es hrrraavedmeirid iperwosg, omo rmamaym bswetyasn ti itnose 3. inevso nowsw.s nr oreopmosr taenrsd. kIenyd eopne tnhdee nsat mRaed sioo uNrceews (uIRseNd) bisy a t hgero purpin ot fm readdiioa BjoBuCr n(afoliustrs) 4.
TphroegyS P I oruetpsTiadareep nclu dseo diun lve a host, chatting with speakers from diverse backgrounds.
5.
Phone-rcpaomeuc,li dao lrbl pr yse caroed up lpirvopedle gvear.ganm ctehs.oumrc e eetandpt T BhBeCy. rienadgd are aiaon TdvVe taped either in the studio or in the field. They can also be supplied from ins
m rpsariooy ngbsrea o mpfr mToVde u.p creodg roanm as d. ifferent date (s) or at a different time from the TV 19
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A presenter or moderator leading the program suggests topics and listeners phone –in com6m.ents for the presenter and his guests. with questions or
These are use Pdo apsu flaillre mrsu insi-c b aedtvweeretins esmcheendtusl ed programs. Thus as commercials. ADVANTAGES OF RADIO
1.
2. Irno athdes athnidrd t hweoirr lqdu naolitty e. v Tehryeo wneet c wanea atfhfoerr dc oan ndeitwiosnpsa pdeor n, aolts oh enlpew thspe aspaetira dtioisntr ieb.gu tfiloono diss h aanmd ppeorte-d h boyle tdh reo laadcks . of
3. Tbhuese rsa,d ciaor str aanndsm biasrssi oentc c oafnt ernea inch lo mcailll iloannsg oufa gpeeso. ple, rich and poor, literate and illiterate in homes, clubs, offices,
4. Rthaedyi om haays k tnhoew in wtihmaat ctyh eo sf ptheea kheursm loano kv olikicee. and if the voice is attractive listeners come to enjoy the voice while
5. A phone- in is instantaneous and for a field interview a reporter needs a tape recorder and a blank tape.
6. An urgent message can be passed during one of the broadcast.
T tcooh uepn rtotrradineussc.i est aonr dra sdtiilol ,b aes ma oreres uplot wofe rrfeu-ld).i f fTuhsiiso hna (da dbvroanucgehmt reandti oin m eelescstargoen itcos mwhilliicohn sc aoufs peeso ap rlea dinio t htoe bdee vcehloepapinegr DISADVANTAGES OF RADIO
1.
2. bItrso eapdhceamst emraalt earniadl . unless a programme is taped or notes are made short- hand, it is difficult to retain
3. sTohuen odn elyf fmecetd. ium which cannot be seen therefore the listener depends on the humans voice and musical
4. tRreacnespmtiiottne rsm. ay be poor in some areas due to the presence of mountains, inadequate of faulty
Special language broadcast may be limited to certain times and days.
DIFFERENCES BETWEEN RADIO AND TELEVISION
1.
2. Radio material is produced quickly and less expletively than TV programmes
3. aRdavdaion cper.o grammes are instantaneous whereas most TV programmes have to be filmed and edited in
eOitnh reard bioe tah hea vnodicicea ips omro arne aimdvpaonrttaagnet .a nd the speaker is unseen, but on TV the speaker is visible. This may
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THE PRINT MEDIA (PRESS)
tT Press ORGaA)hHeE N OeRwGspAaNpIeSrA or Print media refers NISATION oTrIgOaNn OF THE iSsaTtRioUnC, to TmUaRgEa the media zOinFe As PoUrgBaLnIiSsHatIiNonGs which involves H eOtcU. the SE/printing PRESS of ORGANISATION material or information. Examples include PUBLISHING HOUSE
inforbm)Tgohfe itns t edhweesp at e a Tadrhntitemdo ive stories.
Eeri.dnn Iifttto sop rrrrmeioasadlp tuDioocenenpss, ia btarhintlemiat ileeeydzsn iitnti ft nc t tThheis ius bsloi T smhheee rta ibmdyve esser tclliaisnlelgemd ae dtnhvtee Dr mteispaeramkretemtninte nogcr ilauthld eceo rsneetcetetniinvt egod htihneef oa jprompueranatiaroal nna.eTd h osisef ttdsh eietp sja ocruhtmranreaancl,tce iors.m Irtem issip stohsineo sndibienlpega vfrotamrr ieocnoutsv ewsruhinpegpre lai ewnreys This p c)
Trhtem Pernotd duocetsio tnh eD perpinatritnmge onft gns ptd aecpea ortrm aier nttim. eT.h is a sales department which earns income/revenue for Tbhoios TwEhDheIiTc kiss dd)epa C D t he journal which contains PhOR haon iRs Ipt AhrLae poisrt hcouerl AbtiNutisoDinn rpa stoaiosletnas AeeDrs sVd l dseuepbpasacrrttrmmipeetinnottn oeEfRa tlTshI eSw IciNtohGm rse. sponsible for selling copies through both editorial its circulation and advertisement.
department, street vendors, c tphaen eyd’itso aridavl edretipsianrgtm meannta. Tehr.e re is no need to deal with the advertisement side np b WHeloaiwtnwhs ourgt ainniszteeda tptehhaveepe espruyrr dn pemppsiuslgy ahtuer bwh ep lotioc loafn fhra mkatisvoa tsh etn eth ed per rtiifhafele essusp. rir.eee n. pTlhy itds taofyopsr,eo PfR iw cwsa iOnf erodenk omrumsat psd lioaffrne tsiotund nmreinongnt yin tdhinas a nadd y oas hrodefea g vuanndceer. trdh .et s o taTnhde Tw hkeeee ekep.cPoRlu d Titnhoeurw Pmrancst sd sto hmees situioitnaebrle a entdeoirttio awrl m fours affoiltol lwfoow.Pt Ru r stF sntdoerriestsa. haoi nprg aestx tteaormn n d “ paltneud the ran highly
h audspa i”tloy 21
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HOW TO ACHIEVE GOOD PRESS/PRINT RELATIONS
PR Essential Para)ctitioners T irlesh points feoe rfE sbd tuiotso to need itnhrieeas know lps P to aaoppleipcroy’ kanboowut a tbhoeu ptr tehses dTheitsa nature of the press
b)
cW)pdRr)eofecrCesso heFnr eisq stpo. tuheen y t hdea pcayp tleas Oerf t date dPiusbtrliibcuattieodn, inst mouetnlotso. k and or time to daily, supply weekly, the kind twice of or material monthly it prints and how e.g. many does the newspaper regularly print brief R eferCsi rtcou tlhaeti ogne oagreraap hical areas where the material paper for circulates the next or issue. reaches This i.also e national, depends editions on per frequency day etc.?
and printing
fW)e)haRt seoardte orfs hpiepo international, regional, urban.
eDWvehefnaintti NEW dHSoo sit.si AowNrD Nne: ttDhiose wNse?tTd rpHoibaoEup rEte. iDro dInTi pprleo sOmtrReibItAhuLot frielea d edDd the E. PIsA journal iRt bTMy sEuNbTsc or the ription paper (mailed), i.e age, retail group, controlled sex, social circulation, grade, job or special free newspapers interests,nationality.
such as o w s is information which is not already Tb suitable ETvhhueeet r iyPInm RspiOpustob for emrlditcua PR ahsntteic o -
uepnn stories loa dnfne eNsre stedthawsen sa uc oNfe Nwes wiss w hat sell ds the tophnpetl press yihn iougfoh iulnysf hence o oflrromgwaan toiisof ei it is ennd package nwn aas tdmuvraaetn known eocrfei to that at. hl. eT recipients. attracts hpere esds.i tTohre d readers PoReOs Thus n it refers to information to mout purchase swt aailts foo sr ttuhdinyg it (press).
asn tdo utunrdne about urspt acnodin recent ccoidluemntnasll y Analay)sis Nmeawnus fiasc ntuorte nde cbeys lsoacrailly o arbgoauntis cautirorenn. t events. 22
babanoku@It can be about live.anything com
which interest the reader such as new lipstick

b)
News rumours. does not have to be HOW recent, if it NEWS has never been IS published GATHERED
before, it is news even through there might be T he ma)ethod by b) aSnpde rSReoepmpooerrt csioa etmer which rahsya – sst hpheeissc news, eoia ral ihrseee features, rjio nnu,a rmfnoaerl ipestxr pictures iawnmthepodl eaor, and vece rdri miare other editorial material are gathered lo cno. rTrehsepreo nadree naltsso – w tahre cseo rareres pwornitdeersn esct, tws toperdoy haon ds lbtithyici pfoerceiaiglinse sst h,c eroe red dsitpi c tioos osurrcehs rrct taso,l paos eosdethe ninddeunststr. aek r bi nywf-oillilrn mbee.a tgioenn may earbaol include urte ap ogritveerns the following:
. sWubhjeecnt sa.
d)c)saStrtrrriainnngggeeerrsms o e–fntnetesnw w fseiptehad pl oleocrcasa l lcj osatunornrnioeatsl i statof f( ot whredh ont aoot fitohenanva ewl otrhrekes sior. n o lwocna lr neepworstpearsp einrs )e tvoe y, cryo shipping, vteorw snto, raiensd science, f osro t hthemey. education
p Tmhaeksee
e)fFpaeesarhhtiuaorpnes. Fpworoirnrekciiignpnga l wlivriitnegr c fcooirtr irneeess wpoosf pntahdpeee nwrcsoe or l–rd a.l agTrehgneecy ni emeswa inysp wtahopereikrr osf uwel.lng t ciTmohueen fHtorerie rtsah.l ed puasupaelrl yo rre atactin r afothreeirg lnik eco srtrreinspgoernsd, emnecaen iwn hthilee
g)f) srLaWouonoipndrmped fsCruoepenpltalrynib losisRen.e cauertrtosic scT,r ovhhTinwoicssem rtlsee ouus-ns–,si tr n– hetoegs t–hdeeyp uveol uthsu baallcyk sgtaroffu wndri tetos, tthhee snee awres jooru srnpaelcisiat lwisihnog winri tteo apritcisc lesus crha thase rp tohlaitnic ns,e wthse r eaprtosr tosr,
d P el sTt–e aen dnane t wtwsCo,s io ur baemsen aalrur insm enfe dedg toaeuteutrsr ruoR vtnnehiciueece siedpsee PbetisAryio o a cwru uclsreepvu-rlsiathteiorv’ret nipppctleprrieaislnysl sms nfetwohero,twaothreioer rew Te ceoym mmaiyss ta s tsnse e Tt eb- smiTug isaa. estneen rl.h d irn sivi saeni c waowe ssw i wutt hobch o snitcimhdehewi aiolsnoe pairsrrue ysctf db eureoorbifvim e( ssteech dkinreocwt sdrte,no ra tsh frroeueglahn ih .b e PeIednAirri ’.t L ssou sanb, nids.deco r nttibhr,a eetnhr nssem,lcitee rwarriyte e ePwi.trgssep args eanltth’osu)toh
.s naPsep RAwe smrsss ot.oAnc ialansgteoiewo g irnnss h)
rl i)
sPppuirhcipontputto Nmaconeendwdf uid lrtyegh aasi,sge reeaa. toderrin lpgePhceicetntiroucsinr b wwcuiithetheisc thn–ewess h eetswh oaogfa uBespr enp siptfeoils ondrifc yrah nfietepsrsii ooePf c,rc aeaalslsb otagurn sono aa e if n raidel A eufswitrs rpaslihptbroiadrtat msoth cscei oisrogieenrrsav. oawirvt hieocirocnahu –g( hemi,nBestPp.sa r AieIenc)uljiobbrrm s i–,anritiee dletihs.dgeei.pwsi,t iNitonhen sat ulesrovee ecw tA hrCtemahriieennr ssn ttotosc aiatc ekad orNaepne prietioc cwoAssr trpu sea whreohsto sAinoggdcnei oo asnnteceelyldw gpnra asypc ,roherepedrs asPe nrawdegs ste shan obdfyu en(cA diReA scutpiboicjnetu usfPe as it–hau nirnc ehTos a g tstoaso.t thbheeer s h ,nf l u ipc sw)at c 23
c o cfrteese asa nigfd et hcnaecnyy
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PRESS EVENTS
Three kinds of press events
There are three main kinds of press events which 1. are vital to a PRO
2.The Press Conference
3.Reception
The Facility/ Site Visit 1. The Press Conference
-
Refers to an event held by an organisation through the PRO or responsible Manager with the journalist. -
T his is a Imt iese hteinldg toof cjooumrmnaulinsitcsa wteh ion faosrsmematibolne atob obuet g “ivheanr din nfoerwms”at ion -
It is organised on short notice. -
usually organised and used in times of emergency. -
It is made up of interviews and discussions. -
normally lasts for a period of less than 2 hours. -
It can be held in boardroom, conference room or in a hotel. -
offers minimum hospitality. -
Adva1n.taTgheesr oef a Prere nsos Cporinnfteerde inncveit ations cards, to the event.
2. It is easy to organise and it does not need a lot of facilities, e.g. VCR and TV.
3. Ihto iss pniotat leitxyp ies nresiqvuei rteod o. rganise, i.e. there is no catering or entertainment required, since minimum
4. It is the quickest way of sending information to the media.
Disa1d.vanItt ahgeelpss o tfo P orveesrsc Coomnef eruremnoceu rs and there will be control on flow of information.
2. News can be manipulated. Organisation can withhold important information.
3. Not all media is represented.
4. No use of demonstrators and visual aids because of its time limitations.
Attendance is restricted to journalists only.
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PRESS RECEPTION

It is more involving in terms of time, resources and could need up to 6 months prior planning.
used to deliver ‘soft news’, e.g new product launch or the introduction of new to the press (Getting to know your occasion) company executive
1. Time checklist provides a good guideline:-
Timing -
Tanhder De eisc eam timbeer w– hAennn ucoaml Rpeapnoyr tf.i nancial results must be announced, e.g June – Interim Report -
2. Tmhoen ltahu –n cehn do fa at nbeuwsy p srhoodpupcitn lgik cee bnrtaren.d of soup could be done on Saturday morning towards the
People -
to invite (invitees) -
-
Examiners ccSaoerdndde Tbohfufesicisneees m ainnuvdsitt m,s gsu upserte ta ihntiedo sbts est.iancd o id acdtaerre been may ask dtshss tinifvieitde the ea da nwdo fuolrdm o tn student rla entauusmrte 2b o ewfr to te fheoekr inaclllyu seR viSneV idnev naPtd,. iatercdh vtaimncee uitseicntgs p tloac , nea, iennvigtaintieoenr mdaetde ,p aevoapilaleb sc, acrodnst. rIaf cytoours design a card and example is shown (i lNityo below.
to jfu rsetf a, rtee rSeaslhems noapnetns Menatnsa, ianngd a gderer)t bhleo s/ck s the of Queast)ion c)b)When Draw I n what up would ways an invitation you does use a press a for press members reception reception of differ the as press opposed from to a press attend to a conference? press a press conference?(reception. (5 marks)
5 (marks)
10 marks)
25
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MTVOERN / UM E R S / M I S / M S … … … :: … … I N …((SSV…TTIA…ATCTET…OESE… M FTV…UHPE…NNAE… CNUC…TOEYI)…O M L…ONP…G)A … ON Y O…F ……………………………………………………………… FDDUARLETLSE SB A C RO D N E C : A T E R I N G ( S T A E: T H E D R E T(SSESTL AC:R7TO7SE4DV D3PE6A): 9PT AEF)AT RXI:C77IA4 373 I………………………………………………………………………………………………………………………..W……IL…L/…W…I…LL… N…O…T… B…E… A…L…E …TO… AT…T…E…N…D… T…H…E …FU…N…C…T…IO…N… ……………………….. Time table
-
Twhoius lids idmepciodreta tnot astote tnhda tw ahtteenn tdheee ks ecya nn optlea ns ptheeaikre trim ise o, ne .sgt.a ag be.u sy reporter with several assignments -
bAlte lmeaissht ethde trhee w PilRl bpero sfoemsseio dni raesc tbioeinn gan ‘d ipne tohpel ge iwn itllo nnoict bhuasvien eas ‘s’st a(lnadvi sahro huonsdp ictoalcitkyt)a il party’ which has -
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Demonstrations
-
eHmlaeavcnetur osfaoncmitcuser tfehirrim nog fc ctoohui lslddar mdeinps’plel,as t yca lisottste hh oiin-rfg tis ec saotnu (dtldr cy hoinamgvp ep ushtoyemsrisce.a ml pordoedlusc dt,a hnacnindgs toon t,a ap feede lminugs oicf fw) eh.igle. aa n Items to be bought
a)
b)pSelavsetrica lp tlyapteess, opfl afostoicd tsu amnbdl derrsin aknsd, i fs eyorvuie atrtee st.o do the catering yourself. Remember the need for
c)Computer stickers or name tags or those specially made by a printer.
d)Replacement of fuses, adaptors and projector lamps.
Souveniers like pens. Bags, writing paper and folders with company logo Venue
•
You can use your premises, e.g. tobacco auction floors or a hotel or shopping centre. •
For hotels remember that advance bookings are necessary and quality of hotel reflects on your image. Catering
•
This will be contracted to an outsider if you are not providing the food yourself. •
Maybe the hotel where you are booked handles the catering. •
dDrriinnkkss ccoaunl db eb pe:r-o vided, but remember food is more important than drink. Arrangements about the

Full bar – paid for by the host
Cash i.e. drink but pay
Company pays for a pre-determined amount e.g. $10 000. Make sure all tastes are catered for Muslims, traditional Kosher for Jews, etc. for, e.g. Halal •
The buffet is commonly used because it is self service ( large tables with many types of food laid out) Transport
•
tVriasnitsopros rftr,o em.g o. cuot aocfh teosw, cna nrse,e jedt bs uosr, yaairc hotns .t Oratihne tricsk metuss, tm baey tbaek ethne tyo a hroe tpeilcsk aendd u opt hbeyr cvoemnupeasn. y Accommodation
•
Overnight stayers must be booked in decent hotels ( at least three star) •
Some companies have luxury guest houses. Information and stationery
•
Press packs need to be lavish, i.e. on heavy glossy paper. •
Aad oenqeu aotre t.w o page release written SOLAADS style may be accompanied and a captioned photograph is •
Acodpdiietiso onfa sl pdeoeccuhmese natnsd c ao ublido gbrea tpimhye o tfa tbhlee, sap peraokgerra mme of events ( if not supplied with invitation cards), Visual Aids
•
tTrhaenys pcaoruelndc biees t, ofiplmic aolr d viisdpelaoy. s, e.g. posters and banners or it could be slides, overhead projectors and Speeches
•
They are at least 2 speeches, i.e. the key-note speech and the vote of thanks •
Who will speak in each instance and who will be the Master of ceremony? •
(Do not hire celebrities since the PRO can MC). •
Ator ea dalvsiose t hoen sapdedarkeesrssin qgu aanlifdie pdr oton uwnrcitiea tmioena ansin wgefull la ssp reeehcehaerss?a l sIf not this is the job the PRO who also has
27
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28
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Timetable
•
Registration –checking who attended and who did not attend. Send vote of thanks Note: Keayt t–e nnodteed s apnede cnhe w(ws erlecloeamsee ss tpoe ethcohs) em wuhsot ndoidt bneo tt oatot elonndg. . to those who Example of a Timetable
1100::0300 -- 1101::0300 KReeyg-isntorateti on 111123:::000000 --- 111133:::001005 LSVuponeteceh co hf tbhya Mnkasr keting Manager DEPARTURE
Facility/ Site Visit
b Ruefseinrse The Purpose stos ppuhrypsoicsaels of v. a isit Site/or tour Facility by journalists Visit
to an organisation’s premises such as a factory, plant etc. for a1b))) 3 j c2o)) co) u rHTnooa WIWn hthhaaett lwries tmasn fmparcienilcdiatsiue ohdvo eww ah tnyhy otsif ea o eanx rpear cisso doso tam dpmuucbetl raetp maa nnayed‘ipicsri tmoyd we aounrcu s b ts optawudbailruidcmss, ? qt huearleit a Cdaitnio bnes uosf ecde ratas iann arossduurcatnsc. e or ptfsea to rmccteuaprnetudiof.build confidence nc ptuerretadi?ym caoyn btreo ul?n answered questions such as the following: n p n ing among the product of a particular product by showing the Advantages
the organisation’s publics pertaining hygienic 1)
It is guaranteed that information will be written by experts.

2)
It allows for journalists to see 3) things themselves.
There is good coverage to an event and it is a means of maintaining good press relations. Disadvantages
1)
2)It can be very expensive because of the provision of accommodation and the hospitality.
a)If for example the transport system to the event is not reliable, it could affect the outcome of the
3)event.
aTnhde oacrgcoaTnmhizmeerore dmisa utais olto not reog.tfa .ctni.mi see tchoen tsiummee, dda itne t, hdee mproenpsatrraattiioonn so,f a tuhdei oe-v evnistu. als, transport, and catering Example
Vfwuiisrrnietaso,cr sesh ,a ehteo atwns, iietn tticse. gmrealtteedd itroo np raonddu sctee ecla wsto irrkosn w oor uplidg bireo nsh aonwdn t hheo wal ltohyein ogr eo ifs t mheix setdee, tl rwanhsicpho crtoeudl dto b teh bea brsla, satn gles,
29
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PR DEPARTMENT AND PRESS RELATION
•
The press media can accept written material (s) submitted by the in –house Pr department, which the news worthy.
An in-house PR department can submit various written material such as press release, sboemneeftiitm therso au gphre pssu bstlaictietym. ent, such material is usually published free of charge. The o rfgeaantuisraet iaornti cclaen o ar ctually
ab)) PFereastsu rree laeraTtsihceel e/ t Nweow m raeilne atsyep es of material sent the press are: a)
•
•
fRoerf PRESS eprusb tloic RELEASE aantiyo nn.e wsworthy material or information that is sent by a PRO of an organisation to the media Char1a)5)3)4)2)cteaErndisditt Uses Very oiecrsns Does Is May inclusive not brief t oleofr otaak and Pi nfroienrswgs short.
atRhredel eirnea asreedc eerisv. ing various press releases, since they are useful for the press publications
simple use bear language.
7)8)sub-the headings.
name 9)6)Short Layout No Likely continuation.
life.
to is thus it is not exclusive.
of the writer.
The 10)Importance May or may I1 tfa) 11)Ptm upabutbleiclriiicatsyl. Should be be determined free edited.
not from use pictures.
puffery. by the editor.
of Press / News Release
4h TA 23h)) tr pe hg ee CeForsreesgm ear eenolniefs taaR srteeieoll is release e pIntrc r egese sut srsee tlfheueal tmeo eainsat eitnshfseoa wisnoeoinl rsgmoecs lt( s Nbpheoaip itrd or ai eicttsry epw sfaopitirdeh, published c utftohseured)Mallnyed in dit tiiahs the i mass media, the firm or organisation will get an opportunity to communicate with its A)s ot. asrsg (eInt fpourmbliact.a i on)
sre slteraesnegdt hfoern fsr ethee, srienlcaeti oitn iss hreipg aorfd tehde atws oin pfoarrmtieast.i ve, factual and free from puffery, 30
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LAYOUT OF A NEWS / PRESS RELEASE
1)
2) Name Have good and address margins at both sides
5)3)4)D Leave not indent a line between paragraphs.
of sentences the company.
and in practice double spacing is required.
7)6)Jump Nothing Do not three write should (3) anything lines be underlined between at the back paragraphs except or reverse the (subject tripple of the spacing)
of page the news but use release.
another page.
10)9)8)Number SeptTehmeb 11)Leave Any deart new (3) all 2e5 page s three pages and write more or continued at the bottom right hand corner.
h1o99u9ld must lines bned wNrOittTe2n5 have between the a Sse subject the fpotlelomwbse: subject carryover and the at first the top paragraph
left hand corner.
1123)) T Ahte hoep eennidn go fp tahrea a r 1999. F…o…r fu…rt…t h…er… i…nf…o…rm…a…ti…o…gnreawpsh n co…n…ta.…r sehleoausled ct.. jcuomnpta (i5n) tlhinee 5s Wan’d sth e n1 wHr ite contact. it is usually written as …………………………………………………………………………………………………………………………………………….….………. ……. a1l5l 1 4) )The a Yboouu Press tc.a n give release some should further have information the Solaads if required point model by stating “Notes to editor” and write what your notes are
31
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PRESENTATION OF A NEWS /PRESS RELEASE
FT ihrest f Pirastr apgarraapghra ph of a news release should be more journalists and should answer the 5 Ws and 1H. The Five W’s and H
1)
WHO? :
2) Who is the story about, who will engineer
WHAT? :
3) What happened, name of the event, its scope, necessary elements of the programme
WHEN? :
4) Full schedule of timing, with deadlines for each preliminary
32
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WHERE? :
5) The geographic location
WHY? :
6) Purpose and objective
HOW? :
How will all these things be done? Second Paragraph and the rest
TTHhhOeeW sFeo TcrOomn uWdla Rp IaTrEa gAr NapEhW aSn RdE tLhEeA oStEh er parts must be guided by the SOLAADS seven point model. aTb)h) AeA Fcpohloremtc kfuo llrias ttih sw ekh nneoenww rsne rsaeesla etrahcsehe iS.n egv ae ns-to Proyi nmta Mteoridael.l . This is used as: c) A means of checking that, nothing vital has been omitted THE SOLAADS SEVEN-POINT MODEL
12.. OSurgbajencits ation TThhiiss iiss twhhea nt athmee s otof rtyh eis oarlgl aabnoisuatt iaonnd not the name of the organisation 345... AALodpcpvaaltincioatantig oenss (PWBhehynasetic faaitrlse l o athcnaedt uigosanei nso saf) n tWhde hw oahtr goisa a nnreiesw atht, iseop nue soceirar tsl h aen dp lbaceen eoffi ctihael aebveonutt the subject. 67.. DSoeutarciles RWehfearts a troe tthhee hsepaedc ioficffaictieo ands dorre dsse tinaiflos romf asitzioen, c coalno ubre, coobstta (isn)e odr price and Duration (s)

What is puffery?
A puffery is a piece of writing which proclaims the virtues of the company, its services or products iP tu afnfedr yp eisr sthuead “incga trcehayd ewros rtdos f”av ooru “r ibt. ias” which are suitable for an advertising copy. such as praising Why Press Relies must be free from puffery?
i2 1n))f PPourrembslasic tr ieroelnela aotsfieo i nnists e noroebtsj etm cateniavden vst atolouf eba etpo pr eresersas udreaelsreisav, esve ibe iuws tne iornstf ooarrbm loisautteti vnaeed ravsen. rdt ifsaincgtu naol hr esnelclien sgh bouutl dis b teo fpreroev firdoem th peu mffeerdyi.a with 34. )) PAunf feedriyt oirrr istpaitkee esd/ irteojersc twsh ao p roeoardly it w oruittt ednu rpinregs ss urebl—eaesdei;t hinegn caen dfr ereep plarecess i tc owvitehr amgoe rwe iflla bcteu laol swt ords and phrases. 5 ) A press/news release is meant to help the editor sell newspapers and not products.
Types of Puffery
Self-Example:
Praise ‘ i T U‘IPta hsNiese msseianngs C oon m e mis Oebnulotr w seinrgvi dtr yh arevtea cheis bil so eheisnt wsenc otrnudm orerys pheacst tpoe ot ethde naen’d irfe they tb weaesn say aan p self-erdoimtoort’iosn praise opfifneiroinng. have no customers recommendation. rock bottom prices’ S Use T Wacoturdasl huep emrloatsitv osvtfea Srt euinmp bees etehrnliast ahuatvifeu tcwiovoeuusnl al nm oovdeerl sf eoerl tehfefe bcet,s it.h. acsu tbteinegn i bbuetttteerr ewdit’h o of Clinches
f sutsaetedm reepnetsa.t eEdxlaym bpyl eesv einrycolundee s: e o that they lose meaning, a hot become knife when boring a cold and one could could be replaced still do the by job.

State Brand of leader the art
more 33
PRESS RELEASE FROM PUFFERY
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We You
A rTehvceoe ispdtt atiohtene World . o ufs yeo oufr famous t ehmesoet iaonnds or world’s winr inteo ta largest t editor. Presentation N neoxtte. that puffery of in Release
any of the 5 forms ns ethwes wthoirrdth mentioned pye arnsodn above s ubcehc asuhsoeu could yldo bu be ea rree found sneorvt ewdr within iftoinr gin the av iptaetrisoonn heading caal rledt or taenrd the op body rtehses of the TTTThhhhiieess LSaimngpulea HNsHheeeoawauddsllid lgaen gaunadg inRn gseei lm iedapeslneyt veo, csahbourtl idHfieeecsal dathriene awroy g rSdusb, wC Sheuanbtt sjehcotr rtjeeh ceot t f sentences tthoery R ise laebaoseu,and s t e. .g short News paragraphs from ABC are from desirable. ABC and by use of a logo SPDuaorb anhgoertaa idpnidhneignnsgt paragraphs p FDQuoul CDNlaooap c nwietoosat.rl duLCssea etsp thteihtoraesulm lidn iibtnie aa li snr es chleooamuselpd.l ebtee rceasptriticatle ledt tteor ps rboep TUNhnoedtsheeirn lon Ptoaotti lsgihn iunostnse osinhugold Mofura lFlr blde upklosl ree iSnttos sutnridcteerdli pins abbreviations, ntoed q, uino tae pdr sepsse E.G ereclheeass Write ea nedx KLM, iet ro –fnfiociuanl pneoctt IBC lse. atnhyet or shuinbgje TDK tters, And job not titles, eclts. e. K.L.names M. I.B.of D people and T.D.companies K. or S Diog nnso t use them u b in sentences but spell them out, babanoku@e.g. percent 34
live.not com
%.

abFEinxegpdtute eurcerst se tio n f isdgaauytr eteess,n ft oitmhr oneuus,sm panbridecer oss r,a stbetornev emet ti lenlinou mnu.n bteilr tsh, e wye bigehcotsm aen dw imdeelays tuhroeus ssapnedll so ourt mnuilmliobnesr sw fhroenm o 1t- w9 i(lol bnee ctole anrinlye ) DDn Coooatnt ne1tosisnt t Du paeutctieo smnt s,bt he,r r, d1 9o9r- d. ates. The correct style is to start with the month and then date e.g. December One, 199- D tcPhlueoefa fntreo oarptyt u to hsfee t hefoeito hntee orx fts itpdhaeegs f eoir afs tnt hpdea s gpueac.pc eeWer rdoitirne wg m rpiotaerge ae nosyr. t cThohinnegtsie na ust ehthdoe ua lbtd ta hbceek b(nrouetmvteobrmseer e)r.i dg I.hf tt hhearned a creo rsnu cecre. eRdeipnega sth tehe ets l imttlaek aet it No sales or advertising language s hould be used.
35
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FEATURE ARTICLES
This is the press item with greater substance than a news release and usually bearing the author’s iffptee ucaabattuulnicrr beea etaai orrinttniifcc oalleernm dchaa awnsti h vibteesen aoa tnwuhdtneh w ssopaermiletl-aceiitla liauvl resctt hiercaaslertpae eicdsct .sie aurliplsypt iiclfi set,hd ue ts oae usm tahonorder ivtsha alau npe rsoo.n f Teehs psisuio bisnl iancloa otrirmo hnaa;l lsiyt a wins r caitautletlehndo e raxit csylyu onsnidv itechl aynet a efsomdur be aoj reantcniectd l ea a.n dA Two First Considerations
a) Idea, Theme or subject
This is the reason o purpose of the feature article or why want to produce it. b) Access to Information
oItr m wuhsot ebvee rp mosasyib blee tion vhoalvvee da c. cess to information which usually means getting permission from owners, customers Negotiating Publication with Editors
inmAnerteteeitcdrheleeosdsdt e s fidohs ortt ohup elrsdinen nltseiohnctogt bu.a e lNsd uw esirgttiaatobttteeliea nh t powiouwintb h mlciocaauanntt ibytoh ewne m o akrnandddos e wsa ubrlebeyd m rlgeeitqett uaeonirfr eotidhdr ee,o sa vei zetdoeri t, t tonhhruee hm peohbdpoeiitnrno goer .f t w hpiaitctht t uthhreeeys rawenqildlu pewushtb etlihnsa htth tiehf ehcmoe/p.s y hT weh eiilsl b bees t Who Writes PR Articles
-
-
-
Seven How to wTrhitee A The contributor editor – Point P feuabtluicr eR or ealratticiolenss. staff who writer. is a professional writer in the Model For Feature Officer could Articles:-
be in-house PRO subject. or Consultant or Freelance Writer. 5)3)4)2)1)
Opening The The Resulting problem solution search Paragraph achieved. for or or a improvement previous solution (– Benefits)
Introduction
6)Closing paragraph
or situation
7)Check draft with sources o f information.
improve
(explain what has been done)
36
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PLANNING PR PROGRAMMES
Introduction
In order for PR programmes to be effective, tangible, accountable, controllable and assessable tpola cnonveedr ast rreaatesgoincaabllyle j ulesnt glitkhe oafn tyim oeth. er activities. Like any other programme it needs to be pla nthneeyd mwuesllt a bdev ance Importance of Planning PR Programmes
-
Planning gives direction -
It helps to estimate working hours and other costs -
Planning helps in budgeting -
It makes it easier to select priorities -
Planning helps in good timing ( best time to communicate) -
It makes it possible to control and evaluate PR Programmes -
helps in measuring results The Six Point Planning Model
-
Appreciation of the situation -
Definition objectives -
of Publics -
Selection media techniques -
The Budget -
Assessment of results 1. Appreciation of the situation
bcTTwohhehuei escl ormdiesr b orsweeoscet mm t iaemeirdsetp.li emonaroedtwsain n,c gtiat lt slihesoi dpn a got dh ihneeet tlcareoeisl mesis dp mt lsoaut nuunndniciydna eogtirro sa rnt eaP asnReud aPd trrihcot hegw richsaui mcnrhreme einsde tt.e hi dmAe st asosgtu uedmd itsyphc tuooiosvf enicnrus t wrearrrerneon anntl g osai ttin mugdaoa etgoixoedtnes e .r ann Unoadnlu liagentshftos,i t rawumndeda ekt stinoh tooenwy . IMAGE: refers to the mental picture or impression people have as a result of their knowledge and
Mirror Image
b)on managemen t r’efse prsr itdoe h oorw se mlf-acnoangfeidmeenncte t ohrin ak ssi touuattsioidne rtsh aset eo nthcee oexrgisatendiz.a tItio isn b. aTsheisd mona ya bsseu bmapsetido n .
Current Image
c)they know or on t h ereirf egroso tdo othre b padic teuxrpee arcietnucaellsy thhealdt w biyll obuet csuidrerersn ta.n d it may or may not be based on what
Wish Image
d) refers to a desired impression for something new hence sometimes called desired image
Corporate Image
e)success, quality or p riso danu cidtieonnt. ical image of the whole organization based on business success, financial
Multi Image
organization s o tchcaut rtsh werhee anr ere mpraensye nimtaatgiveess. o Tfh tihse h oanrgdaicnaizpa ctiaonn b eea cohv ecrrceoamtee a b pye mrsoeannasl iomf augneif oofr mth eim age.
37
experience about an organizing or product.
a)
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PR TRANSFER PROCESS
Appreciation of the situation will also help in the identification of the negative attitudes that exists overcome them. and how best Negative
38
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Positive

Hostility --------------------------------------------------------------------------------

Prejudice------------------------------------------------------------------------------- Sympathy

Apathy -------------------------------------------------------------------------------- Acceptance

Ignorance------------------------------------------------------------------------------ Interest
T ish see eainm t ois b teo acboonuvet rsto tlhvein fgo uprr onbelgeamtisv ean adtt cithuadneg iinntgo afottuitru pdoessi.t ive attitudes. Thus the n Kantourwel eodf gthee public relations Methods of Appreciating the Situation
-
Marketing research techniques such as opinion polls image studies, dealer audits -
Desk/Secondary research -
Complaints such as those from consumers -
Financial situation -
Media attitudes and reports -
Employee-Management relations -
Community relations -
Sales figures -
Industrial relation situation -
Discussion with sales force and distributors -
Attitude of opinion leaders 2) Determining PR Objectives
TT rPehhrqoeeug orirerabevmj iececmowtnie votseifn sctu ahnoneeu ebssdie te u tpnoaldta bienoeann vea omndua.a r lk.Sy esose wdit h ipnao to sdrsdoibe wlre et to ow s ahenaletv cetto ap a rlciisohtri eoitvfie eos?b. jTSehoctimsiv mee sou abstnj edbce tu ivvneelersis fwsie itldhl beinse e os orhdboejrert -ct totiev hremasv eeox taihs tec lrnesoa w rP ipRlll an. Possible PR Objectives
-
Change the image of an organization -
Explain a change policy -
Overcome PR misunderstanding -
Organizing a product recall -
Improve management employee relations -
Educate the distributors -
Maintain good community relations -
political -
Promotion of corporate identity -
Establish the image -
Maintain good consumer interest

Definition of Publics
People to reached or involved need to be identified so that they can be reached effectively within fTbmohueleldod gcwiaeos tm:w, tmhhiicush nw iwtilyli ,ld lE ecmtoepnrmlvoeiynye eeo tsuh, res u mcpheposlisiceaerg soe, f t tthohe e tm hmeoemnde.i ay Ttmoh aebr ekb euatss, iedcd isp. t uUribbnlliuectsso str phs,ua ctbo laincpsspu almyre et dorse mf(iunoseesdtr )ic,t o oismp iimmnipeoorn cts hilsaeeilba lmldieme atrioyts oesbefte clte .h acest Selecting PR Media
aaoTnuhr ddefa iwcoco eaan yntf odeo r ffve arindceceaee cocsh o,c isnmapsgmos epnutustnobeircslisa,c hstsiil opindnsee. eswd, in tthoo t iinbcdee ibvdioedcauirdadlessd,. i. n T tEheferfen mcatlei vadenia dP mRe xamtyea rhyna arvle ehly ot oou nsbe ea j dosdpurerencsaisfliiscn,a gpl lrymi vcearsteesaa etgexedhs i batnoitdi os mnmsaa, lysl egimnrocilnuuapdrses,
Budgeting
TThheis tihs rae me perainnsc iopfa fl iPnRd icnogs ot uarte c otismtse a, mnda tceorniatlrso allnindg e txhpeemn saensd. budgeting also identifies work to be done.
3. Rents, rates, insurance, heat, light, telephone
Material ------------------
39
The items which constitute a PR budget.
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1.
Labour ------------------

2. Office Overheads-----------------

Salaries to PR Staff and fees to consultancy firms

4. Equipment stationery, photocopy, postage, print, video, slides
5. office equipment including photocopiers, TV, VCR, Moto
Expenses ------------------

Hotel Bills, entertainment, catering, travelling Assessing Results
adEcvehaglirueeaveetsido o ntf h siesu ctdhceeess ipsre roadrc frtaeicislauul rltecso ?an”ncd lu tWshieohsnee t ohnfee roe dtbh jteeoc otbibveej em cpetliaavnseunsr inehdgav.. e N boewen t haec hqieuveesdti oonr inso, t“ adcihdi etvheed pblaunt tshuecrcee emdaeyd bine Three ways of Evaluating Results
By observation and experience
Some ob jectives w ill be seen to be achieved. This is clearly the easiest and most inexpensive form of assessment.
By feedback and its assessment
H reeproer tas cao nnds traencot mi nmfloewn doaft iionnfosr. mation can be received. It might take the form of complaints ideas, suggestions,
By research
M imaprrkoevteinmge rnetsse inar acwh atreecnhensisq, uaettsit ucdane obre im uasgeed. when objectives of the programme are to effect a change or

SPECIAL AREAS OF PUBLIC RELATIONS
Financial Public Relations
Financial PR covers the relationship between an organization and its publics concerning its financial affairs. rtsoehorlegcaiiatrei notciinzleiases t,nm iotusann’nsit a h gbtareuvuresssi tntasoen sacdson .c mdo mnoOstuurhngletiaacrn anftitizesna awmtniioatchnyia ssbl h eiiann arvsecothtiltiovvueeltdd iioen rn isnfs,i n inpfaislnnutcaistin uasclt tiiPoaoRlnc kaPo lR neb xuaac ycdhetaairvsyni,-gt ctieoeit s-yad enianddyci ltbuvoadarssreii s oa bnubadsen cidknaesuv,aes lesient rmists u eisrinn att nh sacetne ona calckytos umaisrne.p d oa fn s Shtiehoaserm,ie rbes j. ou pTbiluhd abeinnslidgec I tbpnhirsdeetsipirt, a uiinnrtevivo eernsseattpmml obeerutnnsytt e,op trnhrso eaps rcpueoeb tmclhitcops .sa l ienmF yirnie’taegnsdu cf liaicanrola bmPnuRcpyi aamelnr upsie seostr ffc wosohhrvmaiecrrahe nss hac, recaei,rt emylhi seaotdjelodidtreo croro srnn eo tltafah ttceihto sesn, tsfNoi,n cepakwrn e ecspxihaacalrh rasaeten iciosgtnsieou oneafs n oa. dfn tnmhueaa knl eree wrpesocproatsmp aemnr.de In nadvcacetosiotumnnsets nr, tet gaaknaeradolyivnseigsr
Parliamentary and Political PR
ltATooohtnb hi tsboeh yrrse gipbnmahugn,es .i irazneane tdosio sf i nnop drmu iobvarliyidgc uca ronaenlil zadoatutrioigcontan snp bioizsela iitptniicrogaan clm sta iancadadnle d p ea axpwrarlamiearsmeps uloeerfn e otp afga rrarylo ipatuwmupobse l ni–pct uawrertaytlaiy npt gicrooo ntcmhse emdiniuru trnhceaiescs aafeotn ilotdloon a w.l cei tnTgivghiis tiwlsiae atisnoy wvsr.o: h livTcehhs i asb reius s oiknfn ecosowsn ncwe iatrhns 1)
2)A specialist parliamentary liaison consultancy can be engaged, permanently as need arises
3)Sadovmisee or.f the larger public relations consultancies offer political services, and they may have an MP as a director or
4)A Member of Parliament may be paid a fee to give advice on political matters of importance to an organization.
5)The in – house public relations manager may handle political direct.
A trade association may lobby on behalf of members. Lobbying
purpose of iisn ftlhuee nspciencgia lleizgeisdl aptaiornt oafn PdR r etghautla btiuoinldss. and maintains relations with the government primarily for the Lobbyists
parliamenta r–ia anrse. reporters who have a very useful role who help to find out the real information from the Corporate Identity
TiEdhleeimsn treifenifcteasrt soio ftn ot h otefh aceno dropirfogferaarnetinez tas tcwihoaenym sth ear onadureg mhA set hafoen lsul osowen so :hf olowg oatny poer gcoanloizuart, iuonni foisr mid,e enttci.f ied. This is visual and physical
Logo, symbols, marks, and signs
Colour
Uniform
Livery or painting of transportation
House – Styles Corporate climate
Corporate climate
aItn ids tthhee eexxtteenntt ttoo wwhhiicchh trhueley sa raen dim rpelgeumlaetniotends . policies, 40
procedures are instituted in the company (their numbers)
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HOUSE JOURNALS
Definition
These House communication. Internal House Journals
are journals are private created publications of various forms produced for internal and external External house journal
T TWO FORMS There hese are are two for publications outside publics for internal such as communication customers/clients, such distributers, as employees guests, or company patrons. staff. OF HOUSE JOURNALS
1. Printed House Journals
Tah)ere forms of house journals and these are printed house journals and electronic house journals. -
-
are basically five types of printed house journals.
-
Newsletter Tanhye This It is a small publication made up of two to eight pages. b) TN c)
mMA iwtheeeemewykss T4hoa eSngyItaZ lr,hazElliys.py covers a srmeptimecolrneb rnee iws snwoo information srptehcyi foicr uprugbelincta such as ntieoend announcements, d taot es pforer aad n ienwfosrlmetatetiro a report bne. on cause a new it can development(be produced s) anytime and or new where there is ea,n tslhe, il ylclou osmrt rqmauteiaorrcntieasr,l lrnye.e awdseprsa’pe lrest itne rssi,z aed. vTehretiys eumsueanlltys t caabrltooidosn so,r srmosaslwl. Trhdesy. Tcohnestaei nm mayo bstely changes.
nuebwlissh d)
TW bbhaeani srlkel ssaN. ae w o eoT iasstp srrh e etaraapsceiltyriv qe syue amcrotbnelrseli ysc.to omf mfeeartcuirael martaigclaezsi,n peisc tiun rseisz,e a. Tvheeryti sceamn ,ebnet tsa, breloadide c orsr’ sm leatltle o d mrsa. g Tahzeinye csa bnu bte a rper p oudsuuacellyd ed in e)
fTTihehlieds S.i a d ale I.nt rse Bguulllaert cino per modeudciuemd a fnodr pprreinmteisde sa nwdh ecaren tbhee dstisapffl aayreed c oliknefi nae pdo tsote orn aet lcoocnavteionnie, ne.tg hooinstpsi twalhse, fraec itto crayn, i s mmunication perhaps weekly between a sales manager and sales representatives p 41
in the
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ADVANTAGES DISADVANTAGES
-
-
-
-
-
-
Cheaper They Portable Easy to produce -
-
-
-
They are can can to easy yb be produce Short life span -
e produced read to distribute more Passive rTehaedye They Tdhisetryi bcuanti crashni cannot medium obne pal s o affected work be affected with by the poor by illiterate -
-
They frequentl contain give detailed a variety coverage of stories
selective 1. Electronic house journals
a)
b) AHuerdeio in tfaoprmesa, taiound ioor d niescwss c)
ao TdChaoeyr TVshtid heaeesnroed psteoo c orvapatreeiro a Mwormeah gelpinkaae znci oTny Vneds ven venewileosn pbtm utolele is nvttiiesn.recorded ws a hnedy i tc on ainnc audio blued sehso inwtne cassettes rtvoie cwosm, or fpeaantuy audio discs Vautiesd ecaoos e T.reems opnlo nyeewes and caotm it can copmanpya be dney players.
vloelcoaptimonesn tuss uanadlly d)
EH pleeerrcseto rinonanfoli ccrm oNmaetpwiousntpe m a iarsps pparinvya ADVANTAGES r efeorcsro tber v rdieewdi aTnVc nheetsw AND nogn DISADVANTAGES oar oorr cporminptiuntge. pk rwemithis r veisd. and eo information news bulletins will transmitted be transmitted by a or satellite throughout the OF ELECTRONIC HOUSE JOURNALS
distributed to -
-
-
they have ADVANTAGES both sound -
-
-
-
-
Fast Long There Attractive Impact transmission or can and permanent colours be realism demonstration of and and pictures movement -
-
-
-
-
Easy to use
life news They cOirncluy Not Expensive Difficult easy as DISADVANTAGES midsetaaln need portable to to fcoers produce a distribute complete s pecific as printed situations set of house equipment.
and journals 42
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Consideration of Printed House Journal
1. Readers
distribution. 2. Readers Title
of the publication must be known since the determine language to use, content style quantity and 3. A The Frequency
ojonutrhnlya journal lo srh qouualdrt should berel have yis sued a distinctive as frequently credible as possible and suggestive in order to name 4. m Distribution
maintain continuity of reader interest, e.g. weekly, 5. Distribution Free issue must of be Cover properly Price
organized and this can be post, hand or controlled circulation 6. C opies Advertisements
7. TThhee Planning sien cclauns can iboen be foofr issued amd vtheert for icsoemmpeanntsy free or for caannd a h ferolpm small t oo price umtsaikdee but tchoem it jomuernrcaila all depends llo aodkv merotirsee on how rrse. alistic important and may the journal be of value is to reader. issues and obtaining material
to readers. cbTahere 8. Production ta oepodpniotsoi,n rpt meicdtu;u sirtne and tpsel, arcvnrio etwshsesw Appearance saounrpddp spl myh ooatfyo inhgfaroavrpem of House htoaict bisoeen sb sfoioourn Journal
gfsuh httu afrvreoe im stos us bpeees ,ca riraurlnaisnntgi naengdd r. e aOgguueltnascrid ipeesa mg east.e rLioalc saul ccoh rares saprotincldees,n ts can T npheeexr a 9. Feedback
t pa. a pAgppeep,peraaicnrtaucnerce oesf , o otfhu teth ejeor ujcoorunvraenlr a iasl nivsde d rcyeo tinmetrpemnoitnr.t eadn tb ayn tdh eth qeurael isthyo oufl dp abpee cr,o pnrsinisttienngc my oeft .hsotydle, sfirzoem n uomneb eisrs uoef ctool uthmen s Et bhfefrheocautvgiivoheu nrree. as ds eorfs thhipe hsuoruvseey ,j ocuormnpale ttoit icoanrsry, rtehaed meres’ssa lgetet etors 43
p, raerstpicounlasre r teoa daedrvse mrtiusestm been mtse aansdu reefdfe. c Tt hoins caattnit bued e and
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AUDIO VISUALS
Definition
Audio visuals are generally defined as PR communication means either through the ear, eye caTrshe eaasntee a dslto, eourwnndant eaivdne da t novdi st uhcoael n udtsreuovalilcle emds em sauencdsh ioa anfs P wcRah sciscoehmt mtmeasu,y nv biidceae atoiiom cnae.s d sT eahttet essese,l ehsclaitdveeed bp aerueedsneie mnntcoaetrieso. in mA, ueptdocir.o tta hvnie stoyu wr aa bilrtseoh s t pthhhr oisevue aPlntdRes e blyse . seen department upon the realization that communication requirements through the mass media and verbally only. Important Considerations
2m1W.. eh PPsyrus owarpgdaeoun scta ettni ood np a rcohdieuvcee daenf ainueddio o vbijseucatilv aess o. ne means of reaching certain publics in order to communicate a special TW l3eh. nh eAga cutthh df aoiaerrnamndcc t eoteh fr eias utciodcssio to pifs rp omudoburlcieci nsa gpa ipimtr?oe pdr aiatt we,i tshh othueld a cuodmiomviseunatal mry ubsatc bkeg rvoeurinfide dm suos itch bate i ninfcolrumdaetdio? n W inh tahte w ailul dbieo i tv isual 4aAinn.u v dDdit iesiost at yvruliiesbd uouieaft nliisotc smne p turose tss ebeneet irate toaiord niitl y ics a arvniga bhileat b ftoalerk etthone tt aoinr gateeuntd daieeunddc iaeeu.n dceiesn. c Teh. is can be through mailing, libraries, bookshops or Types of Audio Visuals
1. VIDEO
c Haessreet itnef orermcoartdioern (iVs CreRc) orded on a video cassette Types and and these Uses of Video
.
can be played or screened on TV via the video a)
Video house journal
acquisitions, interviews, an n–u Tahl irse rpeosretms, beltecs. TV news bulletins covering various company events such as b)
Documentary video
c) exhibitions, Recruitment
d) Relocation
e) Safety
ine showrooms hfoarz – sahrdoowuins a video A gin pr can tdou e- stsh esmtripelso be irse icse ap f) can Annual g) show Market be who mad reports and accounts
used cannot education
attend – the This annual can be eysepees tnioarnrsa.t ive type of video which g- eAn to cially veirdael for show induction om where ceaenti and nbge describe it and training .m is ade important for new reporting premises tells purposes. showing how a product or service to put the story of the company. It can be used at 44
work.
on to employees protective clothing, in different a dramatic locations, video or to babanoku@live.com

g) Corporate Identity
– This can be for showing the correct application of a corporate identity scheme. h) The video news release
to TV Stations. - This is a pictorial news release made for electronic transmission and such it is sent Advantages and Disadvantages of Video
IITtth iisse eevaaidsseyy ottoo c aosstposeerertat e,t ec Aia sDr crVyo AmoNrp dTaeAcstG paEanStdc hp ortable DISADVANTAGES IIIEttda chesaaaynls t f obbo oerp tsrphoml adsayouleluc daenu dad naiyentndimc veei s ioofn t he day
----IIIItttt nmrceaeiqnegu dhbistre e ca sso u canob tgmjaeoicpnot l duetot npe far asobmedutiu sloiecaft r ie oaqnnu dsip kirmilrlese lnseutv cafohn rta tsshc eeed nsiehtison wg 2. FILM
T ohr einsdeu asrter inaol. n F-i lfmicsti ocann f iblme su fsoerd c foomr tmrauinniincgat piounr ppousrepso asensd. fTohr edreem caonn sbtera vtaiorinosu ast f eoxrmhibs iotifo fnilsm. s social commercial Advantages and Disadvantages of Film
TThheeyy haraev eid beoalt hfo sro auA lnaDdrVg aeAn Nadu TvdAisiGeionEncS e DISADVANTAGES Clarity of pictures
Storable for future use not as portable as videos
-
-
-
Not easy 3. SLIDES
Difficult to use distribute during the day T Types iddheeesaisgle fn oasrr. They use a heavy and noisey of eil lpuustrrealyti Slide npgh Presentations
otatolkgsr. a Splhidice sp creasne bneta ctoiomn puustinegr gae snliedrea tperdo jienc ctoolro wuirt hw iat hc agroooudse lle attnedri nregm aontde dcioangtrraoml. projector s T ohre y are ab )) STShyinnisgc This is uhlesr operated eoSsnl iodizneee dP p rSerlosidejeenc together tPtaorteri osaennn with dt athtieo a pn taped icture commentary appears on one to which screen background and usually music with no can sound. 45
be added.
-
difficult to produce -
expensive to produce -
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TWIN SLIDE PROJECTORS
This uses two projectors to show pictures on two screens MULTI- SCREN PRESENTATION
THheirse g aiv leasrg ae d nruammbateicr opfr epsreonjetacttoiorns coaf ns lbidee us sed, to show different pictures on a divided screen. Advantages and Disadvantages of Slides Presentations
ADVANTAGES DISADVANTAGES -
Slides can be replaced -
They are cheaper to produce -
tThheerree iiss hniog hm coovnecmeenntrta tion on picture since -
They can be stopped for emphasis -
Permanency of information -
Storable for future use -
Clarity of picture
-
pUiscutualrley no sound and movement or static -
There can be a blank screen between slides -
Iptr ceasne nbtea tcioonn fusing especially in case of -
Itmhep eoxrptalannt aintifoonrm ation can be left out during 4. FLIP OVER CHARTS
b a c k a sT hreeqreu iarreed m. ounted on portable frames, can be prepared in advance and the sheets turned A dvantages and DAisDadVvAaNnTtaAgGeEsS o f Flip Over Charts DISADVANTAGES -
Easy to produce -
Cheaper to produce -
Tphreesye cnatnat bioen p repared during the -
Ibdoeaarld t o use where there is no black/green
5. OVERHEAD PROJECTORS
E p ar i sn y t e tTodh pwisr ooisrd douinnceeg oofn At htDheVe s AismcNrpeTleAensG.t E fSo rms of visual presentation of diagramsD, dISraAwDiVngAsN, iTllAuGstEraSt ion, SCthoeraapbeler ftoor p fruotduruec eu se. sNuoit 46
asobulen tdo a snmda mlleorv germouenpt o f audience
-
Short term span -
Passive medium
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EXIHIBITIONS
•
To exhibit means to show, display or to demonstrate. Exhibition refers to a business function organisation displays its products. whereby an •
cEoxhmibmituionnic iast aio pnu tbol itch ree PlaRt iDone pfuanrtcmtieonnt/.m edium which can give an excellent opportunity for Characteristics and Importance of Exhibitions

Exhibition enable face to face communication
They are very attractive and entertaining
There is a visibility and reality
Way of promoting company image
A means of reinforcing the sales force
promoting company ideas, objectives, goals
A good way of introducing new products and services
penetrating foreign markets
Reactions of customers can be noted and responded to quickly and on the spot Preparation of an Exhibition
Public Relations Support
f1 Po.u bl o l iw c i Rngel awtaioyns:s can support the organization and the running of the commercial or advertising exhibitions in the
Organisation
Ecoxhmibmitiisosniosn me--da y sct ooobmn etth eione reu gc deoaudnnc iscasuoetlimdtoa nmbn ytau bttnhhoieecu a ftPot cRiolol oDnmw ewpipniataghnr t ymom arugecstnatitnv b ioitseiree imrsns apyla bcee committed to specialist PR Consultant. When 2. - assistance whenever necessary
Contact the press officer
Tt 3hh. e i s p hrosoulnd l ibkee ldyo tnoe b iem inmteedreiastteedly ianf ttehre s eexchuirbinitgo rtsh pe rsotdanudct as/nsde ravsikce w hat is required, who will be official opener, is
Date of exhibition
4mTh. u i ss t m bues kt nboew snp ebcyif picu tbol iaclsl bi nedciavuidsuea tlhs ea nedve innts tisit umtieoannst tfhoar tt haerem g. oing to be involved in the programme. The date
Press events
Ic 5fo. p n r f i ev ar e t en cper ehsasl lr feacceilpit tiieosn, iins dtoiv ibdeu ahle ilndv oitna ttihoen ss tsahnodu dldu arilnsog bthee m ruand eo fo trh see nsht otow j othuerrnea slihstosu ld be a separate
Facilities
There should be pr oper and adequate facilities. babanoku@These may 47
live.include com
the following; electricity etc

New Product
I afn ad n Ienwdu psrtoryd”uc, tw ish itcoh b wei lsl hhoewlpn i na nisds uifi nitg h oasv eerxspeoarst n peowte sntotiraile ist. will be useful to advise the Department of “Trade 7.
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6.
Newspapers and Magazines
W purbitleicrist yo. f newspaper, magazines and freelance journalists may have to be invited in order to gain post- exhibition 8.
Radio and Television
The producer of relevant radi o and television programmes may invited in order to gain for future programmes. Task of a PRO at the Exhibition

Tcohme oinrgg aenxihsiabtiitoionn o f PR activities such as press reception and issue of news release to announce a forth
Cthoe- odpeperaarttimone nwti othf tgroadveer nanmde inntd augsetrnyc ies which circulate information abroad about exhibitions such as
Negotiate, write and publish feature articles prior to the show
Prepare news releases and captioned photographs for display in the press room
To produce a house journal explaining the details of the exhibition
Produce an end-of exhibition report about attendance figure Various Types of Exhibitions
a) Public exhibitions
These are open to the public e.g. Agricultural Shows. b) Trade exhibitions
These are government organised and assisted and are purely for traders. c) Outdoor exhibitions
These can be public exhibitions. d) Private exhibitions
These are held on own or hired premises to which guests are invited. e) Permanent exhibitions
These are held on own or hired premises and any other suitable places such as trade Centre and airports. f) Mobile exhibitions
•
tTrhaenssep oarreta ttoiounri nsugc ehx ahsib riatiilo, nses aw, heticch are taken and shown in open trucks and any other suitable g) Portable exhibitions
•
aTshseesme bmleady bate aw coornkfinegre mncoed, ehlost oerl rsoeotsm osf, pshaonepl sw oinr dfroawmse, es tmc.i ni- exhibitions which can be

SPONSORSHIP
49
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A WHAT IS SPONSORSHIP?
Definition 1 -
Sponsorship is whereby an organisation or individual gives support to be a beneficiary (sponsee) in order to make an activity financial via bmleo,nfoert abruys oinr eostsh oebr j ectives. Definition 2-
w coitnhtoriubtu tthioen s iun p cp a o s Srhtp ooorfn tkshionerd ss hptoiop na insno varoc, lttvihveeist yaa cnot fio vwritghyai conhfits etahntei ow snop u(oslnpdso neneos toi shr t)a hoveer oitnardgkiaevnnidi zpuelaarl c o(esf.p tohen saocrt)i vmitayk oers e av nt whereby Definition 3-
a tahncetoi vtahicteyti rvo pift ayw rothyfit c (e ht nh t ew hS seopp uosoplndnos sonneorseset)h e hwi paish v ietsehr aetea bb okyuer sgtnhian pene lisaszpsce oear nrorsafo ntrhg aeeg marceeteinvsti t tbyo e osturw peevpeeonnr ott nwbeyh pefiranerabtnyyc (iwtahlit eoh srooputothn teshro emr s) euaapnnpdso srot mofe t heev esnpto onrs or, ANALYSIS OF SPONSORSHIP
1 2.. N SBp.o n s Arsdhviper itsis ninogt aisc tw ohfe crehbaryi tay caosm fapr aansy b’uss innaemsse is a cnodn ocre rpnreodd;u hcetsn chea sit t ios nboe ts ap edcoifnicaatilolyn . app Scplraetoicsvnesits,d yoi . ierons.u hCtthi.spBei d. iZvsea .t OirhtisouR usm S stat hmaienne daodpapiarped era aaCntrhdiaoa npnrctasee.i d reoe .ffgdo t. r hBA, eat hf ncineko nambn iutpct iia aswn la oyod’urvgldesa r nnstipaissmoianntegiso .oo nrr wpsporooudrltduin cpgtas e y( pvteoun batldsic volyer)r attinosey t heitevse mfnintea,d anisac i aaa lrr isesesinurvglti c f eroosf miwn h atihnce Hibtsuis sntioanrmeicsesa laslypn odspn posronorsdsohuricspths. i pw T sohtuualnsd dt hbse ein pm ahe illniontseioo onpfeh sdyu iocncf regesopsviooernrtns f mroonem nth tp esrusiveba satiecdt ypiv aeittmireoesn.r gagede twhirtohu ggrha ngtos vteor tnhmeeatnrte ssu, obrscidhye sttor as, eStpco. n Hsoenrschei ps pdoifnfesorsr sfrhoipm o priagtirnoantaegde f raonmd sthuabts pidhyi lions tohpeh sye. nse that it is used to publicise the benefactor (sponsor). S bpoodny.s orship arises from an activity which does not form part of the main commercial function of the sponsoring

B. THE DIFFERENCE BETWEEN SPONSORSHIP AND DONATION
50
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DONATION
• Definition 1
– Refers to financial or material assistance given without the expectation return even in form of publicity. of any •
tWheh esrpeoans ssopro annsdo rtshhei ps piso enssseeen (ttihaelly s pa obnussoinreedss). deal which is intended to be to the advantage of both, •
Hence publicity through is advertising the result of sponsorship.
C FORMS OF SPONSORSHIP
INTRODUCTION
There are various forms of PR sponsorship which are as follows: a.
Commercial sponsorship b.
Social sponsorship c.
Mixed a) COMMERCIAL SPONSORSHIP
eSdTihuetichmshe ai rssn rpadeo P dfnRousr cos etprh sooehrn i ppesro v(oersds)n hut tihcpeet r drmoeorfi nonseeraer tbve uiy ccn emole moasfrsp k ttlheehteteie nyclgyo p mtianhypse tad istnipuvyiotd.i noesnnosdr wssh whipiict hhp irenov age rncaetmurtamalliyne . e pxeprieocdt ao fl otinmge t ethrme olirngkaangizea btieotnw meeany H thoew weeveekr,. many companies may prefer to continue with it for PR purposes e.g.C.B.Z, Sport News; Zimnat Movie of b) SOCIAL SPONSORSHIP
S INtnhoG emcOniao silts s (tsNp acoovanesness Go st hortshevhee si praon mrimsg eaae nspnsituzoaraclp tiOiaootrsnege da ma nwsai siiytta h hmt ianoavonyens c)n-,r oebe atuectsx.e ipn alei clsaistr gioners itnmituupmtliiobcinet rsr eolitkfu epr unwb etlhlifcaastr. eth oer ginasntiitzuattiioonn sm, cahyu wrcahn tin. sTthituust ieovnesn,

The objective of such a sponsorship will be to assist the society‘s well being. E.g. soccer. C. MIXED SPONSORSHIP
•
Refers to both commercial and social sponsorship thus mixed objectives. •
Easnstiasitlas nhca ev.i ng both commercial objectives such as to promote sales, social objectives of society •
iiNsm orae PgaRell yod ner opreta frpltermcotmeionont t moinfag gy so saotlredos nc. o gHmlyo pwstaeanvtyee riim,t sina o gabe jc.e cmtivpee tisit tivoe p ernovmirootnem saelnets s aanleds fmora gyo boed a r reeassuolnt so ft hgeo oobdj ective TYPES OF SPONSORSHIPS
THE RANGE AND SCOPE OF SPONSORSHIP ACTIVITIES
Tcohmer1me. coanne sbte s apsh meraens yo tf yPpRe ss poor nsspohresrheips oafr ep ra ss pfoolnlosworss: hip as there are various functions of the PR Department the
2. Sports sponsorship
3. Educational sponsorship
4. Professional 5. Arts sponsorship
6. Media 7. Local events
Causes and charities SPORTS SPONSORSHIP
•
It is probably one of the areas in which sponsorship has become very popular. •
sSopcocretsr ;h Haso brseee Rna tchine gm; Cairnic akreeta; Tfoenr nbius.s iness sponsorship it includes soccer (World Cup); Euro Cup; English •
sSppoonrtsso srpshoinps. orship ranges in scale from international and national down to the regional and local sports •
iTnhdeiyvi mduaayl ,d piflafeyre irn o srt aattuhsle ftreo, ma ttehaem a,m aa stpeeucri ftioc tehvee nptr oofre as scioonmapl eotri tfiroonm m tihgeh st ebnei osrp toon tshoere judn. ior. Thus 2 EDUCATIONAL SPONSORSHIP
•
•
•
EUdnuivceartsioitnieasl. •
Twhiteh IAt Also malesori pinu includes cinancl arp sopseec udes sponsorship iofifc bursaries, grants, e idnducuasttiroyn. scholarship normally involves companies fellowships.
al sponsorship for basic varies and but superior will offering normally education scholarships include e.g.BHP the sponsorships, to training individual aspect students Anglo desired at 51
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