Transcript Understand the use of public-relations activities to communicate with

Discuss types of interactive public-relations
activities (e.g., press conferences,
speaking engagements, special events,
sponsorships, blogs, web forums, chat
rooms, social media, media tours, email).

Explain types of one-way public-relations
activities (e.g., search-engine
optimization, newsletters, web sites, RSS
feeds, podcasts, press releases, press kits,
audio/video releases, matte releases,
direct mail).

Describe ways that interactive tools can
be used to develop positive public
relations.
› Interactive public relations (PR) has two key
components:
 Using the power of the web to go beyond
traditional media; and
 Using PR to establish and participate in a direct
dialog with customers and prospects.
› Optimize press release content for search
engines, promote social bookmarking links

Discuss ways that one-way tools can be
used to develop positive public relations.
› Tweets, Podcasts, websites, RSS Feeds used
to send out or post news releases

Explain the use of public relations for
crisis management.
› Clearly explain what happened, get
customers and the public to believe in your
company
Describe trends in public relations activities.
 Use of social media to spread the word
› Writing blogs - a way to have an active
discussion with a motivated audience
› Linking with other popular sites

Discuss reasons that public-relations
specialists appeal to their company’s
employees.
› Employees also have social circles and
spheres of influence

Explain why public-relations specialists
target communications to their
customers.
› To influence perception and future buying
behavior

Describe reasons that public-relations
specialists target their communications
activities at their community.
› To address current and potential customers
› Build public image

Discuss reasons that public-relations
specialists target their communications
activities at the company’s vendors.
› Keep them informed and excited about the
company

e. Explain why public-relations specialists
target their investors with communications
activities.
› Keep them informed and excited about the
company

Describe reasons that public-relations
specialists target the larger business
community or industry members with
their communications activities.
› Gets the word out and other people talking
about your company – sphere of influence

Identify topics appropriate for each of a
company’s audiences.
› New products, expansion, changes to the
business and personnel