• PUBLICITY MATERIALS

Contents
• Publicity Material
• Why is effective publicity of an organization important?
• Function Of Public Relation Person
• Effective PR Material
• Steps of Publicity Materials
• Press Releases
• Lay out
• Some reasons of a press release
• Compiling a press release
• Guidelines for writing press releases
• Your press release must answer the following questions
What is Publicity Material?

• Publicity material is to influence the general

public through the mass media, e.g.
newspapers, television, radio, information
services, exhibitions, sponsorship.
• Press releases are one of the most common
publicity tools. Other tools include
photographs, guest editorials, community
notices and calendar announcements.
 PURPOSES
• The purpose of sharing publicity material is to
communicate company information, product
information and news with the public.
Why is effective publicity of an
organization important?

Effective publicity is important because it let the

customers know about the existence of the
company. Customers knows the vital information,
products and offerings by companies publicity
which helps companies succeed.
Function Of Public Relation Person:

Press Releases
Product Publicity
Corporate communication
Lobbying
Counseling
Effective PR Material
• If you are responsible for helping to produce public
relations material, here are some guidelines to
follow. Effective PR material will:

Be factual , newsworthy & impartial

Appeal to human interest
Contain up-to-date information
Be appropriately distributed
Be produced professionally.
Steps of Publicity Materials

A well‐planned, well‐managed publicity program can

help the company to get sustain growth and reach
them the place they wants to be.
1. Identify target customers.
2. Identify programs, dates and media markets for each
group’s potential users .
3. Identify the media channels that are available.
Press Releases
• A press release is an announcement which a
company sends to the press and other media
about anything which it considers to be
newsworthy. A press release is not an
advertisement but it can result in useful publicity
for the company issuing the release.
• In this press release Singapore MRT (Mass
Rapid Transit) Ltd announce a new thematic
ticket set to mark their tenth anniversary.
 • Press release
Org. Logo • Date of issue: 18 October 2015
• Release date and time:

• A DECADE ON TRACK - MRT THEMATIC EDITION TICKET SET

In conjunction with its 10th Anniversary celebration, SMRT will be launching on 26

October 1997 its sixth Thematic Edition ticket set entitled "A Decade on Track".
Comprising 4 tickets which come in an elegant folder, "A Decade on Track" Thematic
Edition provides an insight into the key milestones over the past ten years of SMR T
and features historic visuals such as the MR T Groundbreaking in 1983, the first
Tunnel Breakthrough at Outram Park in 1985, the arrival of the first train at Bishan
Depot in 1986 and the opening of the Woodlands extension in 1996.

Priced at $27 per set, each of the serialized stored-value ticket has an encoded value
0£$5.50 for travel on the MR T only and is valid for one year from the date of
purchase. The ticket set can be purchased from 26 October 1997 at the Buona Vista
MRT Station. Sales of packaged sets is subject to a maximum purchase of 10 sets per
person, on a first-come-first-served basis, while stocks last. For enquiries, please call
SMRT Information Centre at toll free telephone 1800-3368900 during office hours.

For press enquiries, please call Ms Ang Lay Tee, Manager (Public Affairs), Singapore
MRT Ltd at telephone 33 1-1127.
 Lay out
• Letterhead and logo
• Specific references
• Release date
• Headline
• Introduction : state the gist of the message quickly
• use short, self-contained paragraph, each one following
logically
• Use double spacing for editing if necessary
• Include ‘more’ at foot of first page if necessary
• Head continuation sheets appropriately
• Round off the message with a quotation if possible
• Give name /title and numbers for further details
•
Some reasons of a press release
• Some reasons why a company may send a press
release to the media are:
1. relocation of offices
2. introduction of new products
3. purchase of new buildings
4. move to new premises
5. changes in top personnel.
Compiling a press release
• Editors who receive the press release may
publish an edited version, publish it as
written or contact the initiator to find out
further details. Unfortunately 90% of press
releases are thrown in the editor's waste
paper basket. Only 5-10% are actually
used. To make sure your press releases are
in this small percentage, special writing
skills are needed:
To make sure your press releases are in this small
percentage, special writing skills are needed:

Headline Compose an appropriate, snappy heading.

Opening A good opening paragraph is essential to grab the
editor's (and ultimately the reader's)attention. Give the
main essence of the message in this opening.

Middle Central paragraphs should be short and self-contained

so that the editor can cut them out if necessary without
ruining the sense or the flow.
Close A conclusion or a summary may be appropriate at the
close, or a brief repeat of the main message. It is often
useful to include a quotation from a key person.
Guidelines for writing press releases
• Use third person. Write as though you are the
newspaper editor, talking about your company as an
outsider.
• Do not make your press release sound like an
advertisement or invitation.
• Write in an interesting, snappy, punchy style with
short sentences. Something which may seem an
uninteresting event can be made into an effective
story by using appropriate wording and innovative
angles.
• Try to appeal to human interests where possible.
• Use a style which will be suitable to appear in a
newspaper with as few changes as possible.
Your press release must answer the
following questions:

What? What is happening?

Who? Who is involved?

Where? Where is it happening?

When? When is it happening?

Why? Why is it newsworthy?

Other Publicity Materials
• T-shirts
• Stickers
• Leaflets
• Magazine
• Postcards
• Brochures
• Newsletters
 Thanks
For
Attending this session