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Public Relations Means
| News releases | It is a short news article on an organization that is written by the Public Relations Department and supply it to media to gain its awareness. The media will base on the releases and write an article on the information about people and events of potential interest. Example: McDonald’s charity concert is the biggest event organized for McDonald’s World Children Day. To ensure public awareness of the event, Public Relations of the company send announcement as news releases to all newspaper and other relevant media so they can cover it. |
| Photographs | To use a famous personality or create a human positive print or angle to create an image for your product or service. The featured personality serves the function of PR for your product. Example: In very Rolex watch print ad, it always features a famous, established personality in different fields that love the accuracy of Rolex watch. This is to portray a positive association of successful person and a high quality watch. |
| Letters, inserts, and enclosures | Companies may use this form of PR to convey a message to its potential and current clients. It may also be “A formal letter” that sent to government officials and urging the government to take some action. Example: In monthly statement to its customers, Master Card (a creditcard company) often times send along inserts to announce other promotional activity that it may have. |
| House newsletters | This is a form of written report analysis of the news and usually issues periodically. The newsletters are mainly prepared by a group or a company typically and target special audience. Example: Hong Kong Airport Authority sends its employees and its external partners a monthly newsletter “hkia News” to keep them abreast of the happening with the Hong Kong International Airport. |
| Speeches and public appearances | Public appearances by key personnel of a company is a way for creating positive relations for a product and company publicity. Usually company will arrange relevant occasions for the important person to meet the public. |
| Posters, bulletin boards, and exhibits | It is a visual placard to draw the attention of the public. Posters are also used in advertising, the difference here is the message that is conveyed. For example, Spaghetti House launching “Hot Pot Campaign” and posters are placed on the MTR stations, where a cute little piglet covered with sauce is featured. |
| Audiovisual materials | Public Relations also use videotapes, video clips, CDs, or DVDs to distribute to potential customers or media. |
| Open houses and tours | Companies issue special invitations to the media, travel professionals, and potential customers to the property and experience it first hand. This can increase the awareness, publicity and create interests. Example: The Peninsula Hong Kong celebrated the 80th Anniversary; there was an open house for invited guests and media for the special event. A hotel usually organizes a pre-opening cocktail reception for selected guests and movers and shakers in the community. |
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