Public Relations

Public Relations Tools

Marketers should be aware of the tools used in the public relations function.  While some marketers may prefer to handle their own PR tasks, many others will seek the assistance of outside PR professionals rather than attempt to handle these activities themselves.  Skilled PR professionals offer many advantages for marketers with their two most important being: 1) their ability to understand and unearth good stories about a company and its product, and 2) their knowledge of the media market may place them in a better position to match stories to the news angles media reporters look for.

Whether handling PR internally or hiring professionals, marketers should be familiar with the tools available for public relations: Before choosing among the various tools marketers should begin by identifying their targeted audiences  (e.g., target markets) and key messages they wish to send.  These should align with the messages and audiences identified for the product being promoted or corporate goals for non-specific product promotions, such as corporate image promotions.

The key messages are used in the development of public relations materials and supporting programs described below.  The purpose of key messages is to provide a consistent point of view over time and across numerous PR methods that reinforce product positioning (i.e., customer's perceptions) and reach the desired target audience.

The key tools available for PR include:

• Media Relations
• Media Tours
• Newsletters
• Special Events
• Speaking Engagements
• Sponsorships
• Employee Relations
• Community Relations and Philanthropy

Each of these PR tools is discussed in detail below.