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The Local Media


Relationships with local media, which we will touch on in a later lesson is truly a key to the placement of public relations for your organization. If you are having an event that is open to the public and you want the local paper to run a story, sending in a press release is fantastic provided you know who to send it to, and how they prefer to be approached. Each media source will be different and will not accept submissions in the same way. This is because some reporters can afford to be choosy, and some will be looking to fill their pages with event information just like yours.

Non-profits and profits alike are always vying for customers, and/or donors. Publicity can really be more powerful than advertising because it is a true reflection of what your organization has to offer, why it matters to the general public and how you will benefit the customer or public.

In any business, good public relations and publicity will mean awareness of your brand, familiarity with your company, and low cost or no cost advertising.

LESSON 1 KEY TERMS

  1. Public Relations - the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

  2. Marketing - the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.

  3. Advertising – the act or practice of calling public attention to one's product, service, need, etc., esp. by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.:

  4. Marketing Plan – A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives.

  5. Media – one of the means or channels of general communication, information, or entertainment in society, such as newspapers, radio, or television.

  6. Non-profit - A non-profit organization is a group whose objective is to support or engage in activities of public or private interest without any commercial or monetary profit

  7. Sweepstakes - a race or other contest for which the prize consists of the stakes contributed by the various competitors.

  8. Promotions - An act or series of events that are designed to draw attention to a company or organization. (i.e. a customer appreciation day event.)

  9. Public Relations Agency – An outside agent that handles all aspects and elements of your business public relations needs from inception to completion.



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