PUBLIC RELATIONS

TRENDS, TACTICS, TOOLS

DECEMBER 2022
ALI MAZHAR CHOUDHARY
WHAT IS PUBLIC RELATIONS (PR)?

• Activities that support public recognition and respect

• Describes the Relationship between organization and public

• Tool to influence Public Opinion favorably

• Protects image in a moment of Crisis

• Integral part of Advocacy

TRENDS LEADING TO MODERN PR
• Growth of Institutions

• The expansion of democracy (People Communication)

• Technological advancements in communication

• The growth of Advocacy

• The search for consensus

MEDIA & PUBLIC OPINION
Media is the collective communication outlets or tools used to store and
deliver information or data (Singular: Medium)
• The function of mass media in influencing public opinion
• Media plays a vital role in forming Public opinion.
• According to Walter Lippmann, the media, at their best, give us
representations and pictures of an outside world we do not directly see or
experience.
• This is one of the foremost reasons why PR practitioners use
Communication and Mass Media channels to sell their clients’ offerings to
the public.
• The use of mass media in PR activity
• Good Media relations are absolutely essential for PR practitioners.
PR as Marketing Strategy

• PR can be defined as “managing strategic

relationships” or “fostering vital relationships”.
• PR is a Marketing tool just like Advertising.
• Its aim is to establish a Two-Way Communication
between the buyer and seller.
PR TACTICS / TYPES
• Persuasion: A process aimed at changing a person's (or a group's)
attitude or behavior toward some event, idea, object, or other
person(s), by using written or spoken words, or visual tools to convey
information, feelings, or reasoning, or a combination thereof.
• Advocacy: Public support for or recommendation of a particular
cause or policy.
• Lobbying: persuasion, or interest representation is the act of
attempting to influence the actions, policies, or decisions of officials
in their daily life, most often legislators or members of regulatory
agencies
PR TACTICS / TYPES
• Public Information
• Cause Related
• Crisis / Emergency
• Image–Reputation Management
• Relationship Management: Internal, External,
Government, Media, Investor, Personnel, Personal
 PR Activities
PR is used to build rapport with: PR Activity Arena’s:
• Employees • Speaking Opportunities
• Investors • Media (Print, Electronic,
• Customers Broadcast, Digital)
• Voters • Crisis communications
• The General Public (Everyone) • Employee communication
PR OUTLETS #1 – Print Media
• Newspapers

• Magazines

• Journals (Subject specific)

• Newsletters

• Books

• Wire Services

News Release –Articles –Reviews –Interviews–Photo Coverage –Writeups

 PR OUTLETS #2 – Electronic Media
- Radio
• AM
• Regional

• FM
•News
•Music
•Entertainment

Audio Releases –Live Coverage –Telethons –Interviews –Branded Shows

PR OUTLETS #3 – Electronic Media
- Television

• News

• Entertainment

• Religion

• Music

• Regional Language

• Food, Health, Sports

Video Releases –Live Coverage –Telethons –Interviews –Branded Shows

 PR OUTLETS #4 –Online/Social Media
Online Social Media is a direct-to person approach that allows
audiences to drive the communication with-intheir communities.

News Release – Insta-Stories– Reviews – Interviews – Photo – Writeups – Micro Blogging

 TOOLS OF PUBLIC RELATIONS
1. PRESS / MEDIA KIT: includes press release, backgrounder, business card, in an eye-
catching folder. The folder may also include photograph, product information sheets,
biography, financial data and a list of questions you’re prepared to answer (a.k.a. Cheat
sheet for Radio & TV hosts)

2. NEWSLETTERS: provide short articles and practical information that is of the interest of
the target audience.

3. TIP SHEETS: is a page of advice or information that helps the customers.

4. BYLINED ARTICLES: The advantages of writing articles about your area of expertise and
persuading the editors to publish your submissions are two-fold. You can advance your
agenda while arranging for your name, contacts, website and a few sentences about your
business to appear at the end of the piece

5. LETTERS TO THE EDITORS: an ideal approach to get your words across and to the
targeted and selected audience. It can also be used to defuse crisis situation by planting
positive opinion by renowned personalities.
 TOOLS OF PUBLIC RELATIONS
6. CELEBRITY ENDORESMENTS: Let the celebrities convey your message to the public.
The celebrity to be used should be relevant and should have large- following in the
respective area.

7. LOBBYING: includes initiating and/or engaging the right contacts at the right time to
influence the decision-makers positively. Usually done with Government & law-making
bodies..

8. ONLINE OUTREACH: Smart, media-savvy entrepreneurs use chat rooms, company

websites, web-logs, social networking websites and other internet- based tools to launch
awareness building campaigns of their companies.

9. SPECIAL EVENTS: includes Fundraisers, contests, public celebrations of your company

milestones such as Anniversary, book signings and client parties.

10. SPEECHES & INTERVIEWS: Deliver a speech on your business to community groups,
local schools or non-profit agencies. Engaging in business related interviews and
opinion discussions builds the credibility.
 TOOLS OF PUBLIC RELATIONS
1) PRESS RELEASE

Times New Roman - Size: 12

One page detail, what Headline size 14
is new, different or
exciting. Makes easy
for journalists to
understand – most
newsworthy
information that can
persuade key media
contacts to write story
with a favorable
mention.
TOOLS OF PUBLIC RELATIONS
1) PRESS RELEASE
TOOLS OF PUBLIC RELATIONS
1) PRESS RELEASE
 TOOLS OF PUBLIC RELATIONS

ASSIGNMENT: PRESS RELEASE (x2)

As a PR manager of the respective brand you have to write a

press release, in both Urdu and English, for dissemination to
media outlets:
CASE 1: Your client, Khoosat Films, bounced back after the
controversial ban against his film Joyland – You have to launch
a campaign rooting for the Film as official submission to Oscars
from Pakistan “ The Joy of Joyland”
OR
CASE 2: You have to send out an official announcement (Press
Statement) regarding the precautionary and protective steps
your organization is implementing against the Smog which
results in hazardous air quality index in Lahore.

ASSIGNMENT SUBMISSION DEADLINE : December 24, 2022