1. TOOLS IN PUBLIC RELATIONS
2. PUBLICITY MEDIA
3. TYPES OF PUBLICITY
4. OTHER FORMS OF PUBLICITY
5. TECHNIQUES USED TO SOLVE PR PROBLEMS
6. PR PROCESS
7. ISSUE MANAGEMENT SYSTEM (New Jersey Physicians case)
8. CRISIS MANAGEMENT SYSTEM ( Mattel, Pepsi, Bhopal Gas Tragedy and Exxon case)
9. MODELS IN PR : Open System, Cybernetics and Roles of PR.
Tools in Public Relations
Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment. It helps a company to establish and maintain relations with its customers n other public. It gives an insight into the company and its products and services and the extent to which the company is able to offer the same. It also shows the spread of the company in different places and also how much a company understands its customers and looks after building a mutual understanding.
The major publicity media used these days by the various organisations’ are newspapers, magazines, radio and television broadcasting.
Newspapers are the major medium of publicity. They are read by millions, enjoy reader confidence, influence public opinion, appear regularly, and intensively cover local and regional areas. They appeal to the special interests of women, business executives, sports enthusiasts and others through special sections providing opportunities for product publicity on these subjects.
Magazines are an important medium for product news, feature stories, and pictorial publicity. They tend to be read leisurely and thoroughly. The typical issue will be read by several persons and will likely be preserved for future reference. Magazines, which afford space to tell a complete story, are particularly