Public
Relations specialists use tools to complete the tasks at hand. Public Relations
is a leadership and management function that facilitates organizational change,
defines philosophy, and achieves organizational objectives for the company. The
tools that PR specialists use have changed over the years through modifications
and additions thanks to the increase in technology. Today a mix of old and new
PR tools are used to accomplish their goals.
In
the past, PR specialists had to turn to snail mail. This is the act of placing
press releases in envelopes and mailing them individually to people. There was
no technology to speed up the process. Today it is now possible to send mass
emails to people, and to place their press releases and newsletters on the
Internet at the public’s disposure.
Another
way to send out information to the public in the past was the use of fax
machines. Fax machines are not used today on a daily basis. The use of fax
machines is limited to very specific needs. To be able to send a fax machine PR
specialists have to obtain the numbers of individual household fax numbers.
Their main use of them was to send out client news. Today it is possible thanks
to the Internet to send out client news via the Internet. This information is
found on multiple social networks like Twitter and Facebook, personal company
websites, and can even be sent through email.
In
the past there were no easy editing tools to catch possible mistakes on press
releases. To edit, PR specialists had no other option but to edit by hand.
Today, there are programs that allow quick, efficient, and simple editing.
Depending on the individual assigned to editing, they might prefer the old
tactics as opposed to the new ones.
Every
company is required to have a Press Kit Folder. In the past, a press kit folder
was an actual folder containing a press kit. The information compiled within a
press kit includes the biography of the company, the senior management, a
testimonial of client comments, photos of products, and a reprint of newspapers
and magazine ads. If one wanted access to the press kit for any reason, whether
it is to review or add information, they would need to physically handle the
documents in their hands. Today, thanks to technology, companies have virtual
press kits. It is easy to access or add information at any time due to the easy
online access.
A
part of Public Relations is conducting press tours. In the past press tours
were strictly conducted in person. Today there are organizations that prefer
conducting their press tours in person; whereas, there is the option of having
them done virtually. It can be found online, or at the actual company with a
virtual automated guide.
Client
media coverage is essential for companies. PR specialists would save client
media coverage. In the past they were required to physically cut out and save
clippings from newspapers and magazines. Today, most of the printed media can
be found in archives online. This makes it easier for PR specialists to find
client media coverage and to save them. Online it is possible to search for key
words to locate all applicable information that a PR specialist might require
in terms of saving client media coverage for further use.
It
is extremely important for the public relations office to have access to media
contact information. Today it is extremely easy to find contact information.
This information is accessible to the public on multiple websites and social
media networks. If one was unable to find this information, they can easily
request it. New technology has also opened new forms of contact. There are
phone numbers, emails, Facebook, Twitter, and many more ways of reaching media
contacts. In the past there was no easy virtual way to find contact information.
A directory was used for PR specialists to search for media contact
information. Directories are rarely used today, if used at all. It is a book
filled with the contact information of people in the area.
Not
all employees would work with the office from the office itself. To be able to contact the office from outside
of the workplace, people today can use their smartphones to contact on almost
every possible network. They can call from any location, email, use social
networks, and more. In the past it was only possible for people to contact the
office from payphones and landlines.
There
are tools that were practiced in the past and are still practiced today. The
attendance of PR managers at Public Events is essential to attract public
attention. It is also a way to engage the public and different organizations.
Another benefit is that it gives PR specialists a place to publicly speak
directly to the public. In turn, media coverage of the event reflects the PR
specialist’s words to the greater public.
Creating
a press release and sending it out to the public is a tool that was used in the
past and is still used today. A press release is information found as part
media mediums like television programs, magazines, newspapers and more. The old
way of administrating press releases into the public varied from mailing them,
sending them via fax machine, and other in person deliveries. New technology
permitted the ability to send press releases via the Internet.
The
use of newsletters is another tool that was used in the past and is still used
today. A newsletter is information of the organization, its products, and
services. They are created to maintain a relationship with the company’s target
audience. It is also used to share news and information that would interest the
public, as well as promote the company’s products. In the past it was sent out
to the public the same way a press release was. Today it is found on company
websites, social networks, and can even be mailed to people who subscribe to
the newsletter.
New
media technology has opened doors to new Public Relations tools. Blogging is a
new tool that was introduced after the introduction of the Internet. It targets
an online audience. PR specialists make use of digital press releases and newsletters
to reach the public through blogging. It is also easy to administrate two-way
communication between the public and the organization.
Social
media and social network use have skyrocketed in the years since they have been
created. Social media marketing uses social media networks to market the
company’s products online. Social networks also offer a direct way for
organizations to communicate with the public.
Public
Relations tools have expanded greatly over the years. The Internet allowed PR specialists
to find a way to make the tools they practiced in the past easier. It also
created new tools for them to use. A new audience was introduced expanding the
reach of companies. Over the years PR specialists have managed to optimize the
use of both old and new PR tools to their advantage.
