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Public Relations
PUBLIC RELATIONS – TOOLS OF COMMUNICATION
The public relations practitioner utilizes the printed word, the spoken word and the image. He uses
three ways:
- Personal contact
- Controlled media
- Public media
PRINTED wORDS
HOUSE PUBLICATIONS: the house organ or internal publications which carry news and written
articles about the organization. It is circulated among staff of the organization and it is versatile. It can
be narrowly edited to massage the ego of its sponsor. It can be broadly edited to shed light on human
objectives or public issues only remotely associated with its sponsor. It can adopt the mix of the two
styles in format as simple as a memorandum or a popular newsstand magazine.
PAMPHLETS, BOOKLETS, MANUALS BOOKS: there are three general types of booklets and pamphlets:
- Indoctrination booklets: welcoming new employee, association member, student, supplier
or visitor. Literature for the customer or product owner which goes with sales, is among
this type. - Reference guides: a type of handbook which is useful to all members. They are concerned with
the group insurance plan, pension, plan, suggestion system, profit-sharing, housekeeping
and safety, recreation programme and facilities. It provides specific information about an
issue easily. - Institutional booklets, books and brochures: it has subject matter devoted to an idea or
a philosophy, a total concept. Messages such as enterprise system, security, benefits,
charitable aims, reports of dedications, celebrations, awards, history, success, expansion
and developments are printed in this type of booklets or brochures.
LETTERS AND BULLETINS: individually written and addressed letters are very useful in communications
between organizations. It encourages a direct, speedy line of communication with specific publics. Letters
are used on a regular or spot-news basis to reach employees dealers or workers in a fund-raising or
legislative campaign.
NEWSLETTERS: in dealing with publics which have fragmented interests. This tool of communication
is very useful. Newsletters are directed at the interest of such public, carrying a major news item about
the sender in a fast delivery and quick to read form.