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PR Tools and Techniques
PR Tools and Techniques
Community Relations Activities
- Employee volunteer programs
- Donations (time, money, materials, services)
- Community participation (board membership, events, subscriptions, etc.)
- Community relations ads
- Community relations newsletter/materials
- Websites and online communities
Community Audience Segments
- Community leaders
- Local media (print, electronic, broadcast)
- Civic groups
- Students, faculty, school officials
- Local city/county employees and officials
- Merchants, businesspeople
- Specific cultural, gender and other demographically defined groups
- Positive, visible contributions
- Clear shared agendas
- No surprises
Steps to a Successful Campaign
- Clear plans and objectives
- Organized data, research to base assumptions (assessment)
- Strong communications activities
- Periodic review and evaluation
- Do your research -- know what has been learned about your target audience
- Segment your target audience and focus on your top priorities
- Test your messages on the target audience
- Consider paid ads - they always run
- Break through the clutter
- Make a strong pitch -- sell your story
- Pick the right spokesperson
Event Sponsorship & Marketing Opportunities
- Evaluate to ensure event reaches your target audience
- Share your expectations up front…don't be disappointed later.
- Strongly consider a signed contract or agreement.
- Ensure your name/logo is on all materials.
- Make sure you know and understand if any competitors are involved.
- Use free tickets and other benefits to your best advantage.
- Ask if you may poll participants at some phase of the event, distribute information of have permission for follow up contact.
- Hand out materials with your name/logo on them.
- Use space in program to disseminate your message (print, live, etc.)
- Make sure all the people from your organization have clear tasks at the event, which further disseminate your message.
- Find out what media exposure is anticipated. Encourage invitations to the media.
Changing Attitudes Through Campaigns
- Do use real stories to communicate your issues.
- Don't use graphic images (potentially upsetting visuals) unless you deliver them with specific actions the audience can execute.
- Go to the public: don't ask them to come to you.
- Use moral arguments as adjuncts, not as primary arguments. Stress supportable and practical aspects of your solution vs. the immorality or flaws of your opponents.
- Embrace the mainstream -- involve everyone.
- Don’t offend the people you seek to change.
- Assess special interest groups before starting a campaign - don't underestimate their strength.
- Don't stake your life on the polls.
- Don't try and build public support behind closed doors. Offer people information and options. Give them participation in the process as well as a choice.
- Avoid jargon.
- Have a communications plan that addresses potential problems… before they happen.
- Evaluate and course correct at every opportunity .
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4616 25th Avenue NE PMB 126PMB #126
Seattle, WA 98105-5021
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