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PR Tools and Techniques

PR Tools and Techniques

Community Relations Activities

  • Sponsorships
  • Scholarships
  • Contributions
  • 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

Community Expectations

  • Positive, visible contributions
  • Participation
  • Stability,
  • Reliability
  • Pride
  • Clear shared agendas
  • No surprises

Steps to a Successful Campaign

  • Clear plans and objectives
  • Organized data, research to base assumptions (assessment)
  • Leadership
  • Strong communications activities
  • Periodic review and evaluation
  • Timelines

Social Marketing

  • 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 .

contact us

Full Circle Associates
4616 25th Avenue NE PMB 126PMB #126
Seattle, WA 98105-5021
(206) 517-4754

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