Marketers have at their disposal several tools for carrying out public relations. The key tools available for PR include:
- Media Relations
- Media Tours
- Newsletters and Informational Email
- Special Events
- Speaking Engagements
- Employee Communications
- Community Relations and Philanthropy
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.
Each of the PR tools listed above is discussed in detail in our Types of Public Relations Tools Tutorial.