PR Tools and Techniques

PR Tools and Techniques

Community Relations Activities

• Sponsorships
• Scholarships
• Contributions
• Employee volunteer programs
• Donations (time, money, materials, services)
• Community participation (board membership, events, subscriptions, etc.)
• Community relations ads
• Community relations newsletter/materials
• Websites and online communities

Community Audience Segments

• Community leaders
• Local media (print, electronic, broadcast)
• Civic groups
• Students, faculty, school officials
• Local city/county employees and officials
• Merchants, businesspeople
• Specific cultural, gender and other demographically defined groups

Community Expectations

• Positive, visible contributions
• Participation
• Stability,
• Reliability
• Pride
• Clear shared agendas
• No surprises

Steps to a Successful Campaign

• Clear plans and objectives
• Organized data, research to base assumptions (assessment)
• Leadership
• Strong communications activities
• Periodic review and evaluation
• Timelines

Social Marketing

• Do your research -- know what has been learned about your target audience
• Segment your target audience and focus on your top priorities
• Test your messages on the target audience
• Consider paid ads - they always run
• Break through the clutter
• Make a strong pitch -- sell your story
• Pick the right spokesperson

Event Sponsorship & Marketing Opportunities

• Evaluate to ensure event reaches your target audience
• Share your expectations up front…don't be disappointed later.
• Strongly consider a signed contract or agreement.
• Ensure your name/logo is on all materials.
• Make sure you know and understand if any competitors are involved.
• Use free tickets and other benefits to your best advantage.
• Ask if you may poll participants at some phase of the event, distribute information of have permission for follow up contact.
• Hand out materials with your name/logo on them.
• Use space in program to disseminate your message (print, live, etc.)
• Make sure all the people from your organization have clear tasks at the event, which further disseminate your message.
• Find out what media exposure is anticipated. Encourage invitations to the media.

Changing Attitudes Through Campaigns

• Do use real stories to communicate your issues.
• Don't use graphic images (potentially upsetting visuals) unless you deliver them with specific actions the audience can execute.
• Go to the public: don't ask them to come to you.
• Use moral arguments as adjuncts, not as primary arguments. Stress supportable and practical aspects of your solution vs. the immorality or flaws of your opponents.
• Embrace the mainstream -- involve everyone.
• Don’t offend the people you seek to change.
• Assess special interest groups before starting a campaign - don't underestimate their strength.
• Don't stake your life on the polls.
• Don't try and build public support behind closed doors. Offer people information and options. Give them participation in the process as well as a choice.
• Avoid jargon.
• Have a communications plan that addresses potential problems… before they happen.
• Evaluate and course correct at every opportunity .

source fullcirc