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Many types of public relations campaigns can be carried out by small businesses. If you decide to hire a consultant or a company or have your own internal public relations team, understanding how the different campaigns work will help you create an effective public relations strategy for your company.
Graphic public relations campaigns usually consist of a process whereby a public relations representative sends press releases to various media outlets. These releases spread a change within the company, a new product or a new service. Members of the media can then use the publication to write a story, or contact the company for a more in-depth interview. High-level public relations agents have a list of media contacts that can be trusted to publicize the story. The new agents may not yet have assembled their personal contacts list in the media and may not be so lucky to spread the stories.
Radio and television campaigns
Radio and television campaigns are essentially similar to graphic campaigns. Press releases and notifications are sent to programs that are related to what is being promoted. Radio presenters often need clients and are open to a speaker’s schedule for an interview, especially if you are an expert or have an excellent track record in business. Interviews on national television are more difficult to arrange, but local media may be interested in making you an interview.
Public relations campaigns over the Internet are increasingly popular and work in different ways. The first is very passive. A press release is written and optimized by using keywords that are related to the product or business. Then this statement is published on various websites that, in turn, are dragged by search engines. The company’s message is then captured by users when they search for the keywords. Social networks and podcast campaigns (multimedia files available by subscription) are also becoming more popular in this field. Public relations agents look for podcast creators in a related field and try to schedule telephone interviews for their clients.
Reputation Management Campaigns
Reputation management campaigns are common, but they are never published well (a direct dichotomy in public relations). These campaigns are used to model or reshape public opinion and operate behind the scenes. They can be based on the publication of positive comments in places where a company has been defamed, or they can be more aggressive and really attack the company that publicly slandered them.