PR tools

Some of the tools of the trade – things you might be involved in once you’re working in PR

By Emily Morrison

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Audience targeting

Identify the key audience and tailor the message to suit them.

Press releases

Written statement distributed to the media. It is a way of making announcements, and reflects the issuer’s preferred interpretation of a story.

Spin

Selectively presenting facts and quotes that support a company’s own position. It provides a heavily biased portrayal in the company’s own favour of an event or situation.

Publicity events

Publicity stunts, photo opportunities, speeches, seminars, personal appearances, etc.

The talk show circuit

A company’s PR spokesperson does the circuit by being interviewed on TV and radio news and talk shows. In an agency you might be the one who arranges for your client to do so.

Direct communication

Through newsletters or e-mails.

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This article is part of the unicornjobs.com guide to Working In PR & Communications. Click here to go to the guide index.

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