1. Muhammad Waqas Public Relations (Continued) Lecture 28

2. Muhammad Waqas Recap I.Chapter Key Points II.The Practice of Public Relations

3. Muhammad Waqas 17 - 3 Public Relations Planning Research and SWOT analysis Targeting Objectives and strategies The Big Idea PR’s Role in IMC

4. Muhammad Waqas 17 - 4 Public Relations Tools Controlled media Uncontrolled media Semicontrolled Advertising House ads Public service announcements Corporate advertising

5. Muhammad Waqas 17 - 5 Public Relations Tools Publicity News releases Pitch letters Press conferences Media tours Publications Pamphlets Booklets Annual reports Books Bulletins Newsletters Inserts and enclosures Position papers

6. Muhammad Waqas 17 - 6 Public Relations Tools Videos/DVDs, CDs, Books Ideal tools for distributing in-depth information Speakers and Photos Speaker’s bureau – A group of articulate people who will talk about topics at the public’s request PR departments maintain file of photos to provide to the public

7. Muhammad Waqas 17 - 7 Public Relations Tools Displays and Exhibits Booths Racks and holders for promotional literature Signage Special Events/Tours Celebrate company milestones – Open houses – Birthday celebrations – Corporate sponsorship of events

8. Muhammad Waqas 17 - 8 Public Relations Tools Online Communication Intranet – Connects people within an organization Extranet – Connects people in one business with its business partners External communication Internal communication Web challenges

9. Muhammad Waqas Play… Burger King Bath Watch Wallmart employees smash and throw iPads

10. Muhammad Waqas 17 - 10 Effectiveness and PR Excellence Evaluation is based on setting measurable objectives in the beginning Practitioners track the impact of a campaign in terms of output and outcome Factors of Excellent PR 14 factors of excellent PR grouped into four categories – Program level – Departmental level – Organizational level – Effects of excellent PR

11. Muhammad Waqas Summary I.Public Relations Planning II.Public Relations Tools III.Effectiveness and PR Excellence

12. Muhammad Waqas Reference Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice- Hall, New Delhi, ND.