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Tools for Public Relations




In public relations, there are tools used that expand the variety of avenues taken for the organization that you are marketing. Whether public relations needs are handled internally or externally all business owners and organizations should be familiar with the tools available for public relations. Before choosing among the various tools you should begin by identifying a target audience and vital messages that you intend to communicate. These should align with the messages and audiences identified for the product or services being promoted or corporate goals for non-specific product promotions, such as corporate image promotions. For example, you are a local financial institution or bank, and you have special checking accounts and credit cards for college students. The college students are your "target audience," how will you reach them? Well most obviously through local colleges and possibly even seniors in high school. Once you established your audience, now you have to determine the message you want to send. Your public relations efforts, your marketing, and advertising should all relate to this market segment. For every checking account opened you may give away a $50 ITUNES card, this is what will speak to this audience and possibly get them in to open the account.

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

Key Public Relations Tools:



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