Public Relations Tools

1. Media relations

Historically the core of public relations, media relations, includes all efforts to publicize product or the company to member of the press (TV and radio, newspaper, magazine, newsletter and Internet). In garnering media coverage, PR professionals work with the media to place story about product and companies. This is done by developing interesting and relevant story angle that are pitched to the media. It is important to remember that media placements come with good stories and no payment is made to the media for placement. In fact, in order to maintain the highest level of credibility, many news organizations bar reporters from accepting even the smallest gift from companies. 

Key tools used in media relations include :

• Press kits (written information such as a news release, organization background, key spokesperson biographies and other supporting materials that provide information useful to reporters)
• Audio or video news release (prerecorded features distributed to news media that may be included within media programming) 
• Matte release (articles written by companies often as filler material when their publication lacks sufficient content. PR professional submit matte release directly to targeted media via email or fax.
• Website press room (online press room that caters to media needs and provide company contact information)

2. Newsletters

Marketers who have capture names and addresses of customer can use a newsletter for regular contact with their targeted audience. Newsletter can be redirected at trade customers, final customers or business buyer and can be distributed either by regular mail or electronic. Marketers using newsletter strive to provide content of interest to customers as well as information on products and promotions. 

3. Sponsorship

Companies and brands use sponsorship to help build good recognition by associating with an event or group. Marketers can examine sponsorship opportunities to find those that reach target groups, fit within a specified budget and provide sponsorship benefits that suit the marketer's objective. 

4. Employee communications

For many companies communicating regularly with employees is important in keeping employees informed of corporate programs, sales incentive, personnel issues, as well as keeping them updated on new product and programs. Companies use variety of means to communicate with employees, including intranet, email, online and print newsletters. 

5. Special events

These run gamut from receptions to elegant dinners to stunts. Special events can be designed to reach a specific narrow target audience, such as individuals to communities. Also attracts the attention of mass media such as TV news and major newspapers, which provide broad reach.