What is public relation?

Public relation (PR) is the activity intended to promote understanding of your company or product and to promote goodwill towards you, your company and its products. Through PR activities you may assess and influence public opinion by delivering messages without incurring direct media costs.

What are the tools used in public relation?

• Community Outreach

Help build community by participating in local events, donating to non-profit organisations, networking and educating its citizens.

• Special Events

Build your company’s reputation and influence in your industry by taking part in trade shows, conferences, training seminars, in-store demonstrations and trial offers.

• Marketing Communications

Keep in continuous touch with your market and community by publishing newsletters and informational booklets and brochures, inserting slip sheets in your invoices and writing personal notes and letters.

What are the benefits of good public relations?

A good company image can be developed by public relations. A company image is the combination of the thoughts; feelings, beliefs, opinions and visions people have about you, your products and services, or your company.

The factors that influence company image

• Your company logo.

• Your website.

• Product packaging.

• The look of your business cards, letterhead and invoices.

• How your store looks, even how it smells.

• The location and hours of operation of your store.

• How employees interact with customers in person and on the phone.

• How your phone is answered.

• How you and your employees are dressed.

What is a press kit?

A press kit is a set of materials designed to communicate your message in detail to reporters and media directors. It is used to help reporters and directors gain an understanding of your company, product or service so they will write about it.

What are the materials that make up a press kit?

Press kit materials typically used include the following information pieces:

• Business card

• Press releases

• Article reprints

• Copies of speeches or presentations

• Photographs

• Company profile and fact sheets

• Testimonials and case studies

• Biographies

• Statistical data

• Brochures, catalogues, newsletters or other business literature

How to send a press kit and do the follow-up

Prepare an intro letter - An intro letter is a short, one-page piece of correspondence that accompanies a press release or a press kit. The pitch letter serves as a motivator for the reporter to review the contents of the press kit by quickly and clearly explaining why the media's audience would be interested in the story. Highlight a few notable details and suggest several angles for the story.

Mail the materials and follow up. Contact the reporter, media representative or public service director and make sure they received the materials. Maintain contact with them by sending updated information like press advisories and additional press releases on a regular basis. Some helpful hints for placing follow-up calls are:

• Be organised before you place the call.

• Try to call during morning or early evening hours. This is usually down time for reporters.

• Assume that the contact is overloaded with written materials advising them of upcoming events and reports.

• Be prepared to re-send your news by fax. Ask for their fax number.

Vinod Kuriakose

(The writer Vinod Kuriakose can be contacted at feedback2vinod@yahoo.co.uk)