PUBLIC RELATIONS FORUM

Public relations tactics

Media relations
Very few public relations campaigns do not include an element of media relations and many are exclusively so. Handling the media is an extensive topic but is based on three key principles

• The effect of media coverage is cumulative and long term
• Media coverage in most effective in creating awareness and agenda setting
• Effective media relations is based on an intimate knowledge of the media and how they operate

Sponsorship
Carefully targeted at relevant and suitable events, sponsorship can be used for a variety of purposes, eg

• Awareness, particularly in new markets
• Borrowed imagery, associating the organisation with the positive attributes of the sponsored event or organisation
• Corporate hospitality to reinforce key partnerships or contracts

Exhibition support
Public relations has an important role to play in maximising the exposure and message delivery associated with both trade and consumer exhibitions, in a highly competitive environment.

Channel partnerships
Educating and informing traditional distribution channels.

Issue-led public relations
Creating ownership of current issues or debates, or even entire technologies, establishing the organisation as a market leader, not simply another player.

Speaking opportunities
Relevant conferences and seminars can be used to explain the organisation’s key developments or views on an issue, and so position it as an expert in its field.

• Public relations deliverables
• The public relations function
• The objectives of public relations
• Choosing and briefing your consultancy
• Public relations tactics