Public Relations (PR) is a strategic communication process used by companies, organizations and individuals to build mutually beneficial relationships with the public.

PR Pros outlines specialised communication plans and uses media integrated with other direct-indirect mediums for getting a brand’s message out to the audience and to maintain a strong relationship with them.

In the last decade, face of PR has changed substantially and with technology and communication advancement various PR tools and techniques have evolved.

The top 8 PR tools that every brand should consider:

1.Media Release

Media release or a Press release is the oldest and most effective tool of PR. PR pros produce captivating news stories covering all the details (5W’s and 1H) about the event and pitch it to the journalists. The entire purpose of a media release is to get media coverage and reach the target audience. 

Related: Public Relations & Media Relations 

2.Special Events

Hosting and participating in special events is relatively not new. However, obtaining PR results out of all the hype and glamour in the event is a bit challenging and requires timely preparation and crystal clear PR goals that need to be achieved through the event.

3.Sponsorship

It is one of the strongest PR tools. A well-thought sponsorship is potent to derive free publicity to the brand. Funding by the means of products or services or by financially supporting a team, event, organization, etc not just improves brand visibility but gives the brand an opportunity to demonstrate its values and win the respect of its target audience.

4.Social Media

Nearly 3.6 billion people are present on at least one of the social media apps and building connections with your audience through it is imperative for every business in this digital age. Social media is a crucial tool for audience research. It helps the brand to identify trends, monitor conversation, and respond back to its audience in case of any criticism.

5.Media Partnership

Collaborating with suitable media boosts brand credibility and is a powerful way of positioning. Brand representatives could willingly participate in interviews or contribute their views on relevant topics through advertorials etc with an intention to be seen as thought-leaders.  

6.Media Reels

Media Reels is about a 100 years old concept that has now come back in trend. It’s a 2-5 min video that includes a series of clips or soundbites from past appearances combined with targeted messaging to grab the attention of the audience. 

7.Blogs and Newsletter

Publishing regular blogs or blasting newsletters is one great technique to communicate business stories and keep the audience engaged with the brand. Through blogs, brands could directly reach their audience and deliver messages while keeping the brand narrative fully in its control.

Similarly, by emailing newsletters a brand can keep its audience informed about all its activities or could announce a new product launch without any hassle.

8.Annual Reports

Using annual reports that highlight a brand’s breakthrough achievements over a  year is an excellent way to market a company in front of employees, customers, investors and media. 

Sending out these creatively drafted reports along with an appreciation letter from the CEO cheer up employees and strengthen their relationship with the company.

Shifta Alim

Shifta Alim is an alumna of Class of 2020 of the PG Programme in Journalism and Mass Communication at IIS  University, Jaipur. She has interned with Zeno Group, Mumbai and has past industrial experience of 10 months in Branding.

People find her to be an upbeat, and self-motivated team player. She is passionate about building reputation and stays ready to talk on everything about PR.