What is Public Relations?
Put simply, public relations is used to inform people about issues, events, people or
products typically through the news media. Public relations goals can range from simply
creating awareness and establishing credibility to generating a desired action.
Public Relations vs. Advertising
The big difference: Public Relations is earned. Advertising is paid for.
When a company is set to launch a new product, public relations
and advertising campaigns herald it into the market place. The company will purchase time or
space on television, radio, newspapers, billboards and magazines to promote the new
features and benefits of the product. This technique is advertising.
On the other hand, the company will also launch a public relations effort to attain free media
attention through newspaper articles, television and radio news stories.
There is little if any control with the message that is being delivered but studies indicated
that the story has greater credibility with the consumer than paid advertising because it is
told through the news media. The news media is, in essence, endorsing the story and the
product, leaving a strong impact on the consumer.
Creating a Public Relations Plan
Your action timeline is critical to your public relations campaign. You should plan to issue
three media releases during the course of your program.
Media Release #1: Generate interest in the AIP and promote partnership between your
campus and the client. Begin building relationships with the media.
Media Release #2: Promote your event. Continue to build relationships with the media.
Media Release #3: Summarize your accomplishments. Emphasize those connections
you have made to wrap up with some solid media.
When you develop your plan, be sure to build time for the following tasks:
- Creating a media list
- Developing a hook and pitch
- Developing a media kit
- Following up
- Media valuation
Consider Various News Outlets
What news outlets will best convey your message? Television is the number one news
source and is considered reliable. The printed word is a source for greater detail and
often where TV watchers go for more information. City, features and business magazines
generally tend to be upscale or affluent. Radio is influential, too, as people spend more
and more time in their cars. Last but certainly not least, the Internet is becoming an
accessible and influential information source.
Media List
As part of your market research for the AIP, you might want to include a question or two
about what media outlets your target market relies on. Some other great resources include
Bacon's Media Guides and Burrelle's Media Directories. These books list newspapers, radio
and TV stations in your area and can usually be found at the library.
Once you have selected the newspapers, radio and TV stations you would like to target, you
should find out the appropriate person to contact. Who would cover an educational marketing
program or an automotive business story? Be sure to send your media kits and media releases
to a specific person so you can follow up.
Connections
Another strategy is to utilize your campus Office of Marketing Communications' connections.
Your campus Public Information Officer should be able to give you some insight on local media.
Determine if there is a local news media personality, assignment editor or beat reporter who is a
former student or graduate of your school.
Department of Marketing