External Tools of Public Relations

External tools comprise of outdoor publicity media, broadcasting and print media, and other mass media. The goals and objectives of the organisation define the type of media to be adopted. The public relations officers play crucial role in deciding the media and methods of disseminating information.

1.       Press

Print media have a wide reach in the general public. Any literate person can depend on print media for information. It helps the public relation departments to connect with a large group of people. Effective public relation through print media can boom up the image of the organisation in the general public. Newspaper is widely used by public, private and government authorities to disseminate the information to the public. It is a cost effective method with maximum outcome.

2.      Radio

Radio is the most popular medium in the country. It can reach both urban and rural communities. Even an illiterate person can consume information from radio. It is a personal medium and creates great impact on the audience. Public relation practitioners can effectively use radio to influence the public. Radio programs like industrial and business news, discussions, surveys etc. can be utilized by the public relation practitioners. Apart from this sponsoring popular programs also will help in creating goodwill for the company.

3.      Television

Television is a highly persuasive and popular medium. It provides a larger platform for publicity through its audio visual features. Public relation officers can effectively use television for spreading the information about the organisation. Television publicity includes sponsoring popular programs, news and short documentaries about the organisation, analytical surveys, talks, discussions, interviews, etc. Corporate videos are also a part of television publicity.

4.      Films

Films and other videos create great impact on the viewers. Many documentaries were made during the Second World War to propagate the ideologies of Nazi Germany. Night and Fog was one of the most popular documentary films which emphasized on Hitler’s propaganda. Such methods are still being used by nation leaders and business men to create an identity in the public. Business corporations also use films for the popularity of their organisation.

5.      Traditional media

The traditional Media have played a very important role in solving several emotional problems. In the developing countries where illiteracy is wide-spread and communications scanty, the folk media assume greater importance. In India music, dance, drama have always played an important role in combating destructive elements and in harmonizing emotional outbursts relating to caste, creed, religion and language issues.

6.      Magazines

Magazines are an important medium for product news, feature stories and pictorial publicity. Business magazines are widely used by organisations to disseminate information on their new schemes and products. It is also being used to emboss the image of the organisation.

7.      Outdoor media

Bill boards, hoardings, flex boards and posters are the popular outdoor media. The messages and images displayed on an outdoor media are large and noticeable. They are attractive, huge and colourful and they can display the messages round the clock. They are placed along the roads and in every corner of the streets.