The best public relations outcome is other people
talking about your event or organisation – in other words,
what other people say about you!
Public relations activities include:
- media conference
- sales promotions
- open day
- product testing
- press release
A website with quality information, or a newsletter sent to the
corporate mailing list contributes to positive public relations
for an organisation within a community.
It is generally understood that editorial has much more credibility
than advertising. However, it is important to note that in smaller
newspapers and many magazines, ‘editorial’ is frequently
paid for, or only available in association with a paid advertisement,
and copy is always provided by the organisation or subject of the
editorial. However, these campaigns can still be effective, and
are, in fact, cheap advertising.
Internal/External Event Public Relations
Public relations can be targeted towards a generalised event,
like the Christmas Pageant in Adelaide, where a whole range of
companies and community organisations create floats for a parade
which is attended by thousands of families. A major element of
the Christmas Pageant is Santa’s arrival in the Magic Cave
(which is now located in the David Jones department store). This
draws thousands of shoppers to the city shopping precinct. Children
flock to the Magic Cave to tell Santa what they would like for
Christmas, and to receive a gift (which includes promotional material).
The Pageant is an external public relations event.
Another external example is PR targeted to a specific event like
a radio station sponsored event at a shopping mall, which incorporates
a competition with major prizes, small giveaways on the spot, and
may involve a singer or a band promoting their CD, station celebrities,
and discounts at participating stores.
Large companies may also hold events for employees, for example,
at a fun park or a cocktail party in the corporate box at a popular
sporting event. These events are internal public relations activities.