Marketing Communications

INSTRUMENTS AND CHANNELS 329

Instruments and channels

PR professionals use a multitude of instruments and channels to reach their objectives. Th e

instruments used may be similar for diff erent target groups and objectives, but some of them

are specifi cally suited for specifi c target groups and objectives. Table 10.3 summarises a number

of instruments and channels.

Internal public relations

A special category of PR tools and techniques is the ones used in internal PR. Internal PR

should ideally be a two-way communications activity, in which mainly ‘oral’ communications

techniques will be used. But other tools are of increasing importance.^19

Personal and oral communications

Structured consultation is a crucial factor in internal PR. To count on a spontaneous and

proactive attitude on the part of employees to enter a manager’s offi ce (even if the door is

permanently open and the atmosphere is inviting) is insuffi cient. Two-way communications

between managers and employees and communications among employees should be properly

organised. By means of internal presentations, managers can clarify new strategic directions

or important organisational changes and the role that employees play in eff ectuating them.

Besides an obvious didactical purpose, training programmes (internally or externally) can

Table 10.3 PR instruments and channels

Corporate Marketing

Internal External

Public affairs Financial Media

Consultation Corporate

advertising

Corporate

advertising

Press kit Product

placement

Open-door policies Press release

Internal presentations Annual report Annual report Press conference Product events

Training programmes Corporate events Meetings Sponsorship

Team projects Newsletters Interviews Meetings

Team meetings Sponsorship Video or radio

news release

Newsletters

Social activities Lobbying

Direct mailing Meetings

Bulletin boards Newsletters

Newsletters or video Flyers,

brochures

Company television

Annual reports

Idea (suggestion) boxes

Surveys

House-style material

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