Media and Public Relations
Visit this interactive resource. You should briefly review each of the eight primer modules and note any resources or templates you find especially useful. These resources and templates may be helpful as you undertake a public relations campaign at a future date. We will refer back to this primer elsewhere in the course for specific examples supporting subunit topics ahead. For now, it gives a useful overview of the public relations craft and some tools at its disposal. This primer was prepared to help government and business leaders in the former Soviet Union transition from a centralized system to a market system. They were expected to interact with a more free and independent media. The concept of "public and media relations" was new to many of these leaders, so this primer provides a fundamental overview of PR's basic ideas and tools.
Module 8: PR tool kit
The difference between an amateur and a professional, so they say, is that the amateur borrows while the professional steals. Go ahead and help yourself to any of the following ideas and formats that may help your efforts.
Media releases
These two sample releases received good media response and placement.
The PR Newswire and the Business Wire provide extensive repositories of media releases and corporate news from companies worldwide.
Campaign scripts
These scripts are from a series of nationwide television public service announcements on behalf of the government of Ukraine, attempting to generate general public support for economic reforms. We knew we had a successful campaign going when a popular national newspaper ran a parody of our spots.
Commentaries
This is a ghostwritten piece prepared on behalf of a client organization, submitted to nationally respected American broadcaster Paul Harvey. He used the commentary on his syndicated radio show reaching millions of listeners.
Speeches
Should you put words in your newsmaker's mouth? You bet. Especially if that's what you're paid to do. Here's a sample speech written for an organization president to deliver at an annual membership gathering.
Case Study
Did you complete the crisis case study exercise in Module 6? Suggest your idea on a crisis situation media strategy, and find a possible solution we've provided.