Public Relations Training Outline

Use Basic Mass Media

Getting people to know your company is there and ready to serve is the core of public relations. There are several different avenues a company can take to put themselves out there: radio, television, magazines, and newspapers to name a few. Advertising your company launching a new product is a great way to bring attention and interest to your company, since the public almost always wants something new to experience. It is also important to remember your target market; this refers to specific people who you want to sell your product to, particularly those who you think are most likely to be able to use and buy your product or service. Which particular media you use is also a factor; if you want to sell your product to motorists, for example, or public transport drivers, the radio tends to reach them easier than television or newspapers, since they listen to radio while on the job, instead of sparing time to watch television or read the newspapers. Advertisements are your first and best friends to reach the public; it establishes rapport and company image. We discuss this and more with participants.

Have An Opinion

We show participants another way to get your company known is for you to give a company opinion on a event that affects your industry. Your technical directors or content writers can even write opinion articles or editorials and sell it to various media outlets, like trade magazines. Local business fairs and commerce events are a great way to match up against other businesses, and a way to demonstrate your company’s expertise in a more roundabout kind of advertisement. If your company has a public relations team, part of their job is to promote opinions from the company to involve it in various forums and business talks. The result is that your company can either learn from more expert companies, or potential clients will hear or see your opinions in talks or on print, and consider your services accordingly. We discuss the various methods of Press releases and event management for public relations.

Get on Social Media

It’s obvious we have entered a new age of communication with the dawn of social media. Nowadays, it only takes a few seconds to reach someone an ocean away, or a few minutes to compose a Tweet or status update. Given the number of people who are on various social media platforms like Twitter, Facebook, and Instagram, participation in social media allows your company to monitor public opinion of your company and adjust marketing strategies accordingly. This is because social media is where a lot of people speak out their various opinions, and they can be taken into consideration with how your company decides to respond. Train your public relations team members to respond appropriately to both positive and negative comments about your company, and the result should be a positive reputation and attitude towards the company.

Take Social Responsibility

We provide details on how to take social responsibility. A company does not exist only to give out its products and services in a never-ending logistical supply chain. Every company has a chance to take some social responsibility and do something nice for the community, like a charity or environmental conservation efforts. Sponsoring community events, projects, and sports events is a good start for any company to build public rapport and reputation. If your product has any relation to the environment, a good move would be to publish company policy through press releases to establish your credit as a green company. Train your workers also to be charitable, generous, and foster community love and respect by holding and sponsoring your own company events to give back to the community: a tree-planting day, a social outreach program to the poor, maybe even a blood drive. Ideas and activities are provided to the participants to Illustrate Social Responsibility.

Talk to Non-Consumers and Employees

The customer isn’t the be-all and end-all of the company. A company is comprised of its employees, and keeping your employees informed about the various successes of the company boosts morale, productivity, and loyalty. Keep a company newsletter published and updated to keep good news flowing to your employees. Even press releases on recent business developments can be published in the town newspaper, attracting potential employees and giving your company a better reputation in the eyes of the public. Reputation has to be built in and out of the company, not one or the other, so don’t focus too much on how the clients feel about the company. Happy employees will create happy clients. Don’t overly focus on the customer, especially if your employees are being worked to the bone for it without seeing or hearing anything positive about themselves.