Public relations techniques – which is the best to choose?
Working on a company’s image takes time, a well-thought-out strategy, and appropriately conducted actions. However, a sound knowledge of the best available techniques and the ability to use them efficiently will allow you to achieve your goals and reap the benefits that come with them.
Learn what public relations techniques are and how you can use them in internal and external PR!
What are PR techniques?
Public relations techniques are nothing more than a set of PR tools, the appropriate selection and sequence of which constitute a path leading to the achievement of a set PR goal.
Individual PR techniques differ in terms of intention, dependencies between participants in the communication process and the nature of communication itself.
Techniques used in public relations constitute a practical application of knowledge from the following sciences: social psychology, economics, sociology and issues from the area of marketing, advertising and management.
Types of techniques used in public relations
The main division of PR techniques is their separation into activities directed inside and outside the company. This classification results from significant differences in the specificity of the above-mentioned areas.
The main goal of internal PR is to build and maintain positive relations within the company – e.g. on the company-employee line or between employees.
External public relations focuses on creating the right image of the business in its environment – among customers and external entities (contractors, media, investors or the local community).
Internal PR techniques
For the efficient functioning of every company, it is important to maintain the right atmosphere among its employees. Remember that they are the foundation of the organization.
Internal public relations techniques intertwine non-verbal and verbal forms of communication, so the range of tools you can use is really wide.
You can influence the formation of appropriate relations within the company through:
- integration trips/meetings,
- staff meetings,
- training,
- joint celebrations of important company events,
- optimization of internal information channels,
- employee competitions.
The above tools can be used to facilitate the flow of information, create the company’s attitude in contacts with the environment, enable employees to exchange ideas, or strengthen mutual ties through integration.
Maintaining the right moods inside the company translates into work efficiency. It is therefore worth taking care to regularly undertake activities aimed at the company’s interior.
External PR techniques
PR techniques undertaken within external public relations focus on the company’s immediate environment.
Their primary goals include:
- creating a positive brand image,
- effective information management,
- arousing interest in the offer,
- maintaining good relations with external entities.
As in the case of internal PR, external public relations techniques can be categorized into several groups.
Verbal techniques
They enable the transfer of specific information about the company to a wider audience. Verbal techniques can be used to promote a new product/service, present directions for business development, and popularize proclaimed ideas.
Examples of actions undertaken within verbal techniques include interviews with management staff, speeches, press conferences, and seminars.
Written techniques
Most often used for educational, informational, and image purposes. Thanks to their wide application, they enjoy great interest among both small and large companies.
Written techniques include press releases, newsletters, and publishing expert articles on a company blog.
Visual and multimedia techniques
The instruments used in visual and multimedia techniques include presentations, exhibitions, television broadcasts, and… the company’s website. The website is an element you should pay special attention to – it is often the first point of contact with a potential customer.
Attractive graphics and professionally developed website content have a direct impact on how the recipient will perceive your company.
Main models of public relations
The classification into main models – ways of conducting PR activities by a specialist or company, was created as a result of the analysis of contemporary practices and exhaustive historical material.
In 1984, James E. Grunig and Todd Hunt – two long-time theoreticians of public relations, distinguished 4 main models of PR:
- Model I – Publicity,
- Model II – Public information model,
- Model III – Two-way asymmetrical model,
- Model IV – Two-way symmetrical model.
Publicity
As a motto bluntly describing the nature of the first model, the statement by Phineas Barnum “I don’t care what the newspapers say about me as long as they spell my name right” is often quoted.
This model is an example of one-way communication, mainly focused on the spread of information, regardless of its nature – emphasis on effect, not quality. It often uses persuasion and manipulation techniques to achieve the best possible effect.
Currently, this variant is most often used in industries related to sports and broadly understood show business.
Public information
According to the idea of the second model, public relations activities should serve the public good and be open to honest public opinion.
Unlike publicity, public information places the truthfulness of the message above its possible negative impact on the activity, in a situation where it would be unfavorable.
Currently, this method of action is used by government agencies and (slightly less often) non-profit organizations in information campaigns.
The two-way asymmetric model
The main assumption of the two-way asymmetric model is to persuade public opinion to adopt the point of view expected by a given company.
The company only manifests those of its features that are desired by the environment and should potentially be best received. However, this model is not free from various types of manipulation techniques.
In order for the actions carried out within the model to be effective, it is necessary to know the needs reported by the environment and the ability to satisfy them.
The two-way asymmetric model is most often used in companies by PR specialists.
The two-way symmetric model
The last of the models proposed by Grunig and Hunt is based on the WIN-WIN principle, allowing both parties (the organization and the environment) to pursue their interests.
The technique presents PR specialists as mediators, distributing information about the recipient’s company. Thanks to this, the company reaches a group of customers without resorting to aggressive promotion, and the customer receives a reliable dose of knowledge about the company.
Due to its subtle nature, the model is mainly used within the non-competitive market.
Summary
- PR techniques are a set of appropriately selected tools, the use of which leads to the achievement of intended goals.
- Individual techniques differ in their intention, the dependencies between the participants of the communication process and the very nature of communication.
- Internal PR techniques include verbal and non-verbal forms of communication (often used simultaneously for better effect).
- You can achieve the goals set for external public relations by using the following techniques: verbal, written, visual and multimedia.
- The four main PR models, distinguished in 1984 by Grunig and Hunt, are: publicity, public information, two-way asymmetric technique and two-way symmetric technique.
Leave a Reply