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Media Relations & Newsletters
Key Public Relations Tools:
Media relations are the core of public relations; this includes all efforts to publicize products or the company to members of the press, which includes television, radio, newspaper, magazine, newsletter, and Internet. In getting media coverage, PR professionals work with the media to place stories about products, companies and company spokespeople. This is done by developing interesting and relevant story angles that are pitched to the media. It is important to remember that media placements come with good stories and no payment is made to the media for placements. In most cases, to maintain the highest level of credibility, various news organizations prohibit reporters from accepting even the smallest gifts from companies.
- Press Kits – are well put together packets that include written information such as a news release, organization background, company fact sheet, key staff biographies, and other supporting materials that provide information useful to reporters.
- Audio or Video News Releases - These are prerecorded materials that are distributed to news media that may be included within media programming. For instance, a local news report about restaurants in the area may include portions of a video news release from a national amusement park company.
- Matte Release - Some media, especially small local newspapers, may accept articles written by companies often as filler material when their publication lacks sufficient content. PR professionals submit matte releases through syndicated services or directly to targeted media via email, fax, or snail mail.
Media Tour
Many products can be successfully publicized by launching a media tour. This is very typical with book authors. On a media tour, a company spokesperson will travel to designated locations to introduce a new product by being booked on and radio talk shows and conducting interviews with reporters. The spokesperson can be a company employee or someone hired by the company, perhaps a celebrity or "expert" who has credibility with the target audience. One common use of the media tour is for a book tour, where an author travels the country to promote a newly released book. A media tour may include other kinds of personal appearances in conjunction with special events, such as public appearances, speaking engagements or autograph signing opportunities.
Newsletters
Marketers who have captured names and addresses of customers and potential customers can use a newsletter for regular contact with their targeted audience. Newsletters can be directed at trade customers, final consumers or business buyers and can be distributed either by regular mail or electronic sources. Marketers using newsletters strive to provide content of interest to customers as well as information on products and promotions. A bookstore may include reviews of new books, information on online book chats and information on in-store or online promotions. A food manufacturer may include seasonal recipes, information on new products and coupons. Online newsletters offer the opportunity to link to stores carrying the marketer's products. Effective newsletters are sought out by and well received by interested audiences.
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