STAMFORD COLLEGE

TOOLS AND TECHNIQUES OF PUBLIC RELATIONS

PREPARED BY : MS GOMALA SUKUMARAN

External Media Internal Media Media Relations Community relations Government relations

Using Photograph

Working with Individual group

Tools of PR

Using Advertising

Other Publicity
Direct Methods of Communication

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External Media

Newspaper

Radio

Magazine

Television

Film

Traditional Media

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 Though

broadcast media have become the predominant influence in our society, the newspaper retains a powerful position. Through this newspaper many information of PR able to reach many external publics of a organization.

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 Radio

is primarily a medium of news and entertainment with commentaries talk shows and debate. In India, where many people are lived in village. For this the ways to reach rural audiences are
Through news and information. Through entertainment programmes Through the feature programmes.
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 Magazines

are an important medium for product news, feature stories and pictorial publicity. Which afforded space to till a complete story are particularly suitable for service or educational publicity articles.
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 Television

is now the most pervasive and most influential medium of mass communication. TV has impact and realism is welcomed everywhere and is readily available as a publicity medium for PR practitioners.

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 The

film is a very powerful medium of PR, as a medium of communication, instruction, education, entertainment, marketing, research etc.

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Greater impact because of its powerful appeal to eye, ear and senses. Effective learning aid on account of auditory and visual qualities. Accurate reproduction of objects and events. Clarity. Long life-span and Measurability of circulation and effectiveness statistically.

 The

traditional Media have played a very important role in solving several emotional problems. In the developing countries where illiteracy is wide-spread and communications scanty, the folk media assume greater importance.

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Internal Media House Journal Bulletin Board Annual Report Printed Literature

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 House

Journals are one of the most effective tools that organizations can use to communicate with their employees. It is a periodical publication which tries to establish regular communication between an organization and its employees and other public.
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 Several

times many organizations, publish many important Notices, orders, for the employees of organizations on a significant board, this is called Bulletin Board.

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 An

annual report is the most essential and first hand communication to introduce the company to the financial public as well as to financial collaborators.

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 Several

times, some organizations are published printed literature for understanding the use of the product or about the product.

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 Press

conferences are a traditional method of giving information by direct use of face to face communication, technique.

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 The

usual way of issuing information to the press is by writing a press release. Press releases are a traditional method of handing out information and is a useful tool with the PR professionals.

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 Several

times many organizations are invited journalists to visit their production houses where their products are formed. After visiting journalists are written report based on this. For this press Tour is a very important tools for the PR professionals.
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Exhibitions are an important medium to project on organisations materials

process, products on its activities services, ideas to the public. It offers an excellent opportunity for personal contact with prospective consumers, consumers or dealers.

PREPARED BY : MS GOMALA SUKUMARAN

Specialization of public relations concerned with

how public relations professionals I

corporations, counseling firms, and nonprofit organizations help promote effective communication among employees and between line employees and top management

Employee communication efforts begin before an employee is hired and carry on past the employees departure from the organization.
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Employee communication, also called internal communication or employee relations, creates and maintains internal systems of communication between employers and employees.

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Refers to the character of an organization, its history, its approach to decision making, its way of treating employees, and its way of dealing with the world outside Another definition describes organizational culture as the sum total of shared values, symbols , meanings , beliefs ,assumptions and expectations that organize and integrate a group of people who work together

PREPARED BY : MS GOMALA SUKUMARAN

Authoritarian cultures

Participative cultures

TYPES OF ORGANIZATION AL CULTURE

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Centralized decision making by the CEO and a few high-level managers. Departments have different agendas, sometimes in conflict with each other. Employee do not perceive rewards for innovation, but for following orders. Authoritarian cultures are closed and resistant to change from outside the organization.

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Feature common value of teamwork Employee feels empowered to make decisions rather than to wait for orders from those in power. The departments work together like a well-oiled machine. Department goals match overall organizational goals

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 Workers

feel valued as people, not just as employees. Open to new ideas from inside and outside organization.

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They can establish organizational communication policy based on a goaloriented approach. They can help in designing and implementing organizational change programs They can provide expertise as employee communicators.

PREPARED BY : MS GOMALA SUKUMARAN