Marketing Communications

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Marketing Communications
Public Relations

Other forms of image communication tool used by public relations practitioners are:

1. Closed-circuit and cable television staged and sponsored by the sender or the message for
   a target audience.


2. DISPLAYS AND EXHIBITS: using showroom, reception room to display or exhibit
   the message.


3. STAGED EVENTS: the sender may stage and sponsor a popular event target at a particular
   audience.


4. ART AS A PUBLIC RELATIONS TOOL: by sponsorship of art and cultural pursuits, the
   public goodwill further the identity of an organization and the cultural support makes an
   employer’s community more attractive. Such sponsorship are: painting collections, travelling
   collections, landscaping, sculpture, concerts and public lectures. Organizations support the
   arts and link themselves in the public’s mind with the finer things of life.

PUBLIC RELATIONS USAGE OF THE MEDIA

Public relations use the media to spread information to its public through these systems:

1. NEwS RELEASE: message sent to the public through the print and broadcast media. It is
   usually written message.


2. MEDIA CONFERENCE: inviting journalists together a particular venue for the purpose
   of giving out some information for publication or broadcast.


3. MEDIA FACILITY VISIT: the media are allowed to tour physically the convener’s
   organization, after which a publication or broadcast is made on the tour.


4. SUPPLEMENT AND SPOTLIGHT: it is a packaged information neatly put together
   with illustrations. It carries information like history, operations, achievements, intentions,
   aspirations and problems experienced by the organization.


5. DOCUMENTARY: a spotlight or supplement put in the broadcast form.


6. FEATURE ARTICLES AND PROGRAMMES: these are expositions on a particular topic
   written against a background of facts and figures.


7. INTERVIEwS: they could be arranged by the practitioner or a medium, interviews present
   an opportunity to say more than a release conference.


8. PAID ADVERTISEMENT: buying of space or time in the print or broadcast to carry
   the message.


9. BILLBOARDS: for educative information.


10. DRAMA AND MUSIC IN THE BROADCAST MEDIA: the use of music and drama
    sketches to disseminate public relation information. For example, as the National Population
    Commission did it during the last census in Nigeria.