Choosing Public Relations Messages and Vehicles

Last Updated on Thu, 29 Jun 2023 | Sales Promotion

The organization next selects its major public relations message themes and the PR tools it will use. Message themes should be guided by the organization's overall marketing and communications strategics. PR is an important part of the organization's overall integrated marketing communications programme, so the public relations messages should be carefully integrated with the organization's advertising, personal selling, direct marketing and other communications.

In some cases the choice of PR messages and tools will be clear-cut. In others, the organization will have to create the news rather than find it. The company could sponsor newsworthy events. Ideas might include hosting major conventions, inviting well-known celebrities and holding press conferences. Creating events is especially important in publicizing fund-raising drives for non-profit organizations. Fund-raisers have developed a large set of special events such as art exhibits, auctions, benefit evenings, book sales, contests, dances, dinners, fairs, fashion shows, marathons and walkathons. No sooner is one type of event created - like walkathons - than competitors create new versions, such as readathons, bikeathons and swimathons. Whatever next?

Continue reading here: Evaluating Public Relations Resulls

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Readers' Questions

  • nasih senay
    How an organization is going to choose the public relation message and vehicle?
    1 year ago
    1. Identify the Target Audience: The first step in choosing a public relations message and vehicle is to identify the target audience. It is important to consider factors such as: the demographics of the target audience; the message that would resonate the most with that audience; the most effective communication medium to reach them; and how the message can be tailored to the audience's preferences.
    2. Develop a Clear and Concise Message: The public relations message should be clear and concise, avoiding jargon and long-winded descriptions. The message should be on-brand, helping to build and reinforce the organization's identity.
    3. Choose the Public Relations Vehicle: Once the target audience and message have been identified, the organization will need to choose the public relations vehicle. The type of vehicle chosen – such as a press release, social media post, advertisement, website, or video – should be tailored to the target audience.
    4. Monitor the Results: After the public relations message and vehicle have been selected, the organization should monitor the results to gauge its effectiveness. This can include tracking metrics such as views, likes, comments, and shares. This will allow the organization to adjust the message and choose different vehicles in the future if needed.