3. Media plan

Plan should be convenient for mass media and depend on mass media activities.

Bad time for dissemination information is time of political events ( elections), national and religious holidays. For daily press bad time is afternoon ( 13-16 o’clock), for weekly- weekend.

Recommendations for headlines

Headlines play an important part in giving the editor/ reader a fair idea of what you are writing about. Headlines should immediately grab the attention of your reader and should:

• be relevant.

• be crisp

• contain active verbs ( improve, increase, solve, etc)

• trigger curiosity ( How far can you go?)

• not be offending.

Power words to attract customer/ reader:

You- ( Do you want to make serious money?)

New ( New material never before shared in public)

Discover

Amazing ( Find out how you can start in this amazing business)

Latest

Money

Guarantee

Top

Secret ( 10 secrets of profitable home business)

Act now/ call now/ call today

Save

How to

Easy

Success

Glossary

Regularity- периодичность

Daily- ежедневное издание

Weekly- еженедельник

Monthly- ежемесячник

Media map- карта средств массовой информации

Headline- заголовок

Relevant- уместный, (относящийся к теме)

Crisp- четкий

Task for office hours – Main components of media map

Task for IWS – Develop a media map for KAU

References

Mandatory

Aги У. Все о PR, Питер, 2008, глава «Средства массовой информации »

Recommended

Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009

15. Pr in business

1. Pr strategy in business

PR in business may be:1) PR of goods or production

2) PR of services.

Difference between PR for goods and PR for services:

1. in their reality- products may be seen, tested, observed, evaluated, they have special production marketing ;

2. services can be evaluated only when a customer receives this service, customers are more careful about reputation and reliability of a company that provides service( travel agency, advertising bureau)

In business company’s business-plan is a basis for a PR campaign. Goals of PR campaign should be well defined and real: it will not be real “ to be famous in the sphere of tourism” but it is better to define where ; when; for whom. Honesty is the best policy in business.

Unlike marketing or advertising, PR does not attempt to sell but to convey information that will benefit the organization in one of these 3 ways:

*the first- it will create or improve the public opinion of a company, its products or services;

the second- it will differentiate the organization ( products, services) from its competitors;

the third-it will position the organization ( products, services) within its marketplace.

Re-positioning- special measures to improve the position of a company. It demands special plan and actions.

Re-branding. Brand is a trade mark with reputation. Re-branding demands deep change of brand ideology ( name, logotype, sevice)

Establishing a positive reputation in the market is very important for sales. People do business with those they know and trust.

But how to do this? PR professionals raise visibility through systematically and strategically getting the company’s name and products in front of the target public. The methods of doing this depend on the audiences, client’s wishes and his budget: PR plan, press release, press conference, trade shows, special events, etc.

In the case of negative perception, PR professionals improve it first by problem research through communications, audit, polls, surveys and then by new strategy development.