Public Relations & Communications Strategies
Formal vs. Informal Communication
Formal Communication
Formal communication involves official information flow within a hierarchical structure, following established chains of command and preferred channels. It is characterized by controlled, deliberate efforts with extensive planning, often resulting in slower dissemination of information.
Types of Formal Communication:
- Brochures: Digital or print materials used for company or product launches, promotions, reminders, calls to action, and providing contact information.
- Newsletters: Informative publications focused on branding, positioning, and long-term client retention rather than direct sales.
- Corporate Letters: Used for customer service, rewards programs, policy updates, and conveying information to clients, suppliers, and partners.
- Blogs & Vlogs: Improve SEO, position the company as an expert, and increase engagement.
- Emails: Used for lead generation, nurturing current and past customers, and delivering important updates.
- Telephone: Promotional calls, satisfaction surveys, customer service, issue resolution, and feedback collection.
Informal Communication
Informal communication involves non-official information flow that can occur in any direction, unbound by predefined channels. It is often social in nature with minimal planning.
Types of Informal Communication:
- Chatbots
- Social Media
- Podcasts
- Telephone
- Face-to-Face Interactions
Copywriting vs. Content Writing
Copywriting
Copywriting focuses on driving sales and lead generation by using persuasive language and emotional appeals to encourage readers to take action. It is commonly used in advertisements, emails, websites, and social media content.
Content Writing
Content writing utilizes storytelling to inform, educate, and engage readers, building trust and establishing the company as a thought leader. It often involves longer-form content such as blogs, articles, and white papers.
Event Management
Types of Events:
- Cultural Celebrations
- Business & Trade Shows
- Arts & Entertainment
- Educational & Scientific Conferences
- Political & State Events
- Private Events
- Recreational Activities
- Sport Competitions
Event Planning Process:
- Define launch strategy and objectives.
- Identify target audience.
- Determine date and location.
- Establish a budget.
- Assemble a dream team.
- Create a guest list.
- Formulate creative ideas.
- Select vendors and suppliers.
- Plan the program.
- Review program details with participants.
- Double-check all details.
- Direct the event.
- Evaluate the results.
Press Release Essentials
Key Elements:
- Company Logo
- Media Contacts
- Release Status (Immediate or Embargo)
- Headline
- Subheadline
- Location and Date
- Lead (5Ws: Who, What, When, Where, Why)
- Body
- Quotes
- Boilerplate (Company Background)
- Partnership Information
- Multimedia
- End Notation (###)
- Hashtags
- Call to Action
Boilerplate Content:
- Company Name
- Headquarters Location
- Geographic Scope
- Corporate Responsibility Commitment
- Website URL
Brochure Design Strategies
Narrative Approach:
Use storytelling to engage the reader and convey key messages.
Suspense vs. Building Interest:
- Suspense: Start with general information and gradually reveal important details, building anticipation.
- Building Interest: Lead with the most crucial message to capture attention, then provide more in-depth information.
Crisis Management Strategies
Denial:
- Simple Denial: Deny involvement or responsibility.
- Shifting Blame: Attribute the issue to another individual or organization.
Evading Responsibility:
- Provocation: Claim to have been provoked or scapegoated.
- Defeasibility: Cite lack of information or ability as the cause.
- Accident: Assert that the event was unintentional.
- Good Intentions: Emphasize positive motives despite negative outcomes.
Reducing Offensiveness:
- Bolstering: Highlight positive attributes and past actions to improve perception.
- Minimization: Downplay the negative effects of the event.
- Differentiation: Distinguish the action from similar but more severe events.
- Corrective Action: Take steps to address the problem.
- Mortification: Accept responsibility, apologize, and seek forgiveness.