Unit 6 - Enhancemnet Skills

External Communication
Unit 4
Slides by Ms.Supreet Wahee

Unit Overview
• Purpose and types of External Communication
• Public Relation & Customer Relation
• Press Release
• Invitations
• Brochures
• Mass Communication
• Social Media

External Communication
• External communication is any communicative effort
specifically for people and organizations operating outside of
the business.
• While internal communications are specifically for employees
and management, external communications focus on
spreading news and information about the corporation to
the public, customers, and company stakeholders
• Because the goal of external communications is to promote
the company and increase revenue, external
communications are an important part of an overall
marketing plan.

Forms of External Communication
• Direct mailings,
• Brochures / Pamphlets
• Invitations
• Financial records,
• Press releases,
• newsletters,
• Letters,
• Annual reports,
• Forms,
• Advertisements
• Posters
• Face to face meetings
• Print and broadcast media
• Press conference
• External communication’s main expression is through public relations,
media relations, marketing management and advertising
Purpose/Objectives of External
Communication
• Provide information to consumers about products
and services to do with the organization.
• Promote the organization by sales and publicity
• Handle enquiries about the organization and its
products and services.
• Advertise the organization.
• Announce events
• Manage crisis
• Support Branding

Common External Communications
– When companies want to release information to customers,

clients or other outside stakeholders, they use external
communications.
– Organizations use different communication mediums depending
on the type and goal of the information.
– For example, email, print, television and radio ads inform the
public about a sale or new product.
– Press releases are formal communications that can announce a
new leadership hire or a company initiative, such as an
upcoming charity auction or professional event.
– Websites are also considered part of an organization's external
communication platform.
– Some companies even hire media planners to get their company
or its information mentioned in news articles.

Websites
• Company websites are a common form of external

communication.
• A professionally designed website may add to a
company’s credibility, while a poor design may
negatively influence the consumer’s faith.
• A website can keep the public up to date on a
company’s activities and events such as department
store sales or relocations.
• In addition, message boards and contact information
provide consumers with an opportunity to respond to
the company.

Press Releases
• Press releases are written or recorded statements

that a company distributes to media outlets such
as newspapers and radio stations.
• In most cases, these releases are required to
contain strictly newsworthy information
regarding company services and products.
• Companies may include press releases in full
press kits
Email and Newsletters
• A company can release mass emails to a target

audience such as consumers or shareholders.
• These emails can also take the form of electronic
newsletters that the company distributes on a regular
basis.
• In most cases, individuals can choose to subscribe to
these newsletter notices through company websites.
• Subscribers are then free to cancel their subscription if
the newsletters fail to meet expectations

Telephone Calls
• A company can use telephone calls to reach

individuals in its target audience.
• These calls may consist of prerecorded messages
offering sales information and opportunities.
• This strategy may cross into the field of
telemarketing, in which services are offered
directly through telephone calls

Media Interviews and Press
Conferences
• A company can arrange media interviews and

press conferences to make announcements or to
respond to emergency issues.
• Journalists attend these media events so they
can ask questions, make comments and record
data for later reports.
• A company often chooses an experienced
spokesperson to head the event.
• A poorly prepared spokesperson may cost the
company credibility.
Key Principles of External
Environmental Communications
• External communication should be interactive and work in both
ways
• External communication should be sensitive to the needs of
both the organization and its stakeholders with whom the
organization intends to communicate.
• External communications should not discriminate different
audiences based on their language, technical skills, race or
other factors. Thus, the content and form of external
communications should be developed in a participatory manner
• External communications should be objective, use sound data
sources, be clear and accessible to its intended audiences (in
terms of language, form of presentation, etc.)
Public Relations

PUBLIC RELATIONS
The deliberate, planned and sustained
effort to institute and maintain mutual
understanding between an organisation
and its publics.

What is PR?
Public relations is a tool to shape

public opinion.
Advertising is what you say about
yourself. Public Relations is what you
get others to say about you.

Public relations
• Basic definition of public relations is to shape
and maintain the image of a company,
organization or individual in the eyes of the
client's various "publics.“
• A public, in PR terms, is anyone who ever has
or ever will form an opinion about the client.

Public Relations Objectives
• Enthusiastic and • Good relations
cooperative employees with competitors
who provide excellent • Responsible
service industry postures
• Satisfied and informed • Strong community
shareholders support
• Excellent media relations • Good corporate
• Open communication citizenship
with various stakeholders • Good government
• Harmonious union relationships
relations • Good relations
• Satisfied and loyal with financial
customers institutions
The main goal of a public relations
• To enhance a company’s
reputation.
• To provide a service for the
company by helping to give the
public and the media a better
understanding of how the
company works.
• To provide feedback to the
company from the public
Activities of the PR department
• Dealing with the public enquiries ,providing
information to the public and receiving feedback
• Arranging seminars and conferences
• Arranging reception ,accommodation and transport
facilities for VIP’s
• Arranging press conferences and issuing press releases.
• Arranging get together ,sports meets ,social functions
etc ,with a view to promoting a sense of togetherness
• Maintaining cordial relations with the government
officials,Publishing house and bulletins
• Getting in direct touch with consumers

Types of
Public Relation
Internal External

DIY PR versus
Out-of-house PR
Do-it-Yourself PR
Pros
• You retain control of the way things go.  
• The contacts you make are your own and you can build
relationships with the press.  
• You and your team will learn skills and unleash abilities along
the way that will benefit other parts of your business.  
• This is often the cheapest option.  
Cons
• Time consuming!  

DIY PR vs.
Out-of-house PR
Hiring a PR Professional or an Agency

Pros
• You have access to their contacts
• You are able to harness their knowledge and expertise
• It frees up your time
Cons
• This is a more expensive option
• You can portray the passion behind the business much more effectively

What a PR
Professional Can Do
for You
Research
• This involves keeping up to date with newspapers, websites,
trade and professional publications, magazines, radio shows
and TV.   
Planning your PR strategy
• This includes market research into what image you need to
project to your potential customers and devising a plan with a
suitable timescale.
Building relationships with journalists and editors
• This could involve lunches, networking, and going to trade
events where you know they will be covering stories.
What a PR Professional Can Do for
You
Writing PR material
• This could include web pages, press releases, articles for inclusion
on your own and other websites (in exchange for links), articles for
the press, newsletters and regular tips and hints for editors.
Day to day PR
• Chasing up press releases and phoning journalist with a story;
giving interviews; following up past "bites" or interviews to see
when article are being published; arranging for photos, links,
photographs etc; buying publications and organizing clippings.
Co-ordinating all the above so that they run smoothly! 

How do you decide if PR should be
external or internal?
• Internal PR typically involves internal stakeholders -- like,
primarily, employees.
• External PR typically involves external stakeholders -- a

more diverse, potential larger group involving media,
customers, regulators, industry and others external to the
organization.
•
They can be separate or blended practices, depending on
the project and communications goals.
• Any PR program needs to address distinct goals and reach

certain audiences to be successful.

Responsibilities of Internal PR team
• Secure internal buy-in from the executive
management team.
• Manage the PR budget to ensure it is being used

efficiently.
• Drive the PR strategy and make sure the company

develops long-term strategic plans that mesh with its
overarching business goals.

Roles n responsibilities of external pr
team
• Work in tandem with the internal PR team to develop a
strategic PR strategy and provide counsel on campaigns or
projects.
• Proactively respond to editorial inquiries and requests as
appropriate and manage the process accordingly. Field
interview requests, coordinate and facilitate interviews,
and develop briefing materials to prepare key
spokespeople.
• Assist the internal team in developing press materials
including press releases, key message and Q&A documents.
• Work with the internal team to flesh out messaging or to
develop a messaging architecture.

Internal v/s external
• Internal communication involves the communication that
exists within a company and can take many forms. Key to
the success of an organization is communication from
within. In order to effectively engage in two-way
symmetrical communication, (the goal of public relations
practitioners), communication is essential internally.
• External communication covers how a provider interacts

with those outside their own organization. This may be
with the public, employers, community organizations, local
authorities, job centers, careers offices, funding bodies,
specialist agencies and other training providers.

How PR is Good for Customer
Relations
• Conveys Third-Party/Editorial Credibility
• Builds and Maintains Good Relationships
• Helps Your Company Stand Out from the Crowd
• Increases Advertising Effectiveness
• Generates Sales Leads
• Helps to Close Sales
• Measures Market Attitudes and Interest
• Corrects Negative Impressions
• It's Cost Effective
.
PR Tools
• Twitter
Twitter is one such resource. Containing 150-word blurbs capable of link
transmission , "tweets," as they are called, allow public relations
professionals to quickly and concisely pass along real-time information to
consumers, the community and shareholders.
• Targeted Email Messages
Email enables public relations professionals to disseminate news to customers,
shareholders and other audiences--news about products, investments and ventures.
• Websites
Public relations professionals can create a consistent message for external
communications by developing a website. Those sites can include news, blogs and
company statements. Moreover, website-affiliated services such as newsletters,
message boards and contact information allow public relations departments to mine
consumer information unobtrusively.
• News Releases
Although the popularity of the printed word may be on the decline, news releases
can still benefit public relations professionals. Whether the information is presented
online or in a magazine or a newspaper, news releases enable a company's public
relations arm to reach important audiences.

Remember, people will
judge you by your actions,
not your intentions.
You may have a heart of gold

but so does a hard-boiled egg

Press Release
Writing An Effective Press Release

Press Release
• Written communication
• Distribution to the media
• Usually a one or two page document
• Aims to provide information
• Draw attention to something
• It covers important events like appointment ,new contracts

,collaborations and mergers ,seminars, conferences, social welfare
projects etc.

• A press release is a written statement to the media.
• It can announce a range of news items, including
scheduled events, personal promotions, awards, new
products and services, sales accomplishments, etc.
• It can also be used to generate a feature story.
• Reporters are more likely to consider a story idea if
they first receive a press release.
• It is a fundamental tool of PR work, one that anyone
who's willing to use the proper format can use.

What Press Releases Do
•Press releases are the most cost-effective way of
building awareness about your business and what
you do.
• Press releases have more credibility than paid
advertising because they are regarded as news and
are often delivered by means of a third party, i.e., a
newspaper– creating the impression of an
endorsement.
•If you write them and distribute them yourself
(using free distribution sites) they are free.

Features
• To preview an upcoming event
• Written in Clear, concise manner
• Always a high priority for media producers to cover
• Written with the most current and pertinent information
• To inform the public about something that has already

occurred

Need for Press Release
• Promote a particular event or initiative
• Report on a particular event
• Introduce a new product or service
• Increase the visibility of your leaders
• Remind people of what your group does and how active

in the community you are

When to Issue a Press Release
To share important news about your business
Examples: adding new services, hiring key employees,
moving/expanding, offering new products, winning an award,
launching a new website, etc.
To announce upcoming brick-and-mortar or other event (so that people
show up, write about it, blog about it, or to get media coverage).
Examples: An open house, a ribbon-cutting, an awards-ceremony,
a grand opening, a speech or presentation, an exhibition, a webinar,
etc. (distribute 30-60 days or more before the event)
To help manage negative publicity or a crisis
Examples: To clarify information, dispel rumors, explain an
unpopular action or unfortunate occurrence, correct
misinformation, to reassure partners/clients, etc.
To promote your company’s products, services, brand identity and
position (not related to a single event, more from a general awareness
perspective).
Examples of press releases
include
• A company opens a local branch, bringing new jobs
• A nonprofit organization sponsors a nationwide service
project
• An author publishes a new book on a hotly debated topic
• University scientists announce study results
• A theater group performs its new play
• An automotive manufacturer announces a new model with
high-tech features
• PR professionals write press releases to catch journalists'
attention, which will hopefully result in a widely read or
viewed story that enhances the client's image.

Formation of Press Release
• Decide why you are writing a press release and determine
your focus
• Keep it short and to the point. Usually, press releases are

not more than one page
• Print the words "FOR IMMEDIATE RELEASE" in the

top left-hand margin in all caps
• Follow this line with relevant contact information: name,

title, address, phone number, e-mail address
Headline
• A headline establishes the content of the

press release.
• It’s a promise of what the reader will find out
by reading on.
• It should include keyword phrases relevant to
the content of the press release.
ShortStack Releases New Facebook Marketing

eBook for the Holidays
Checklist for Headlines
• A Headline Should Appear in Title Case
• Capitalize Every Word Except Prepositions and Articles
• Aim for 60-170 characters
• ALL CAPS FOR EMPHASIS SHOULD BE AVOIDED.
• Include relevant keyword phrases
• Articulate the content of the press release
• Provide a good hook (a reason to keep reading)
• Include the company name

Example Headline
• Indigo Launches Mobile App for Android
• Winners for the 2013 Trillium Book Award Announced
• Random House Canada to publish book by Canadian
• astronaut Chris Hadfield Slides by Ms.Supreet Wahee
Summary
The Summary is a synopsis of the information in the release. It follows
the headline and is usually 1-4 sentences only.
Checklist for Summary:
• A Summary should appear in sentence case.
• Aim for 1-4 sentences
• Articulate the content of the press release
• Provide a good hook (a reason to keep reading)
• Include the company name
ShortStack Releases New Facebook Marketing eBook for the Holidays

Holiday guide from custom app platform offers 39 ways to promote a
business on Facebook.

Body
Checklist
• Be on-topic
• Deliver on the promise established in the Headline
• But avoid keyword stuffing—overusing keywords
repetitively—which makes search engines think you’re
trying to scam the system.
• Model the lead paragraph on the summary.
• The lead paragraph is 25 words or less.
• Body Copy is 300-800 words.
• Always write press releases in the third person. No “I” or
“you.”

Body Paragraph
The first body paragraph should present

the who, what, when, where, and why/
how of the press release. This should act
as a short summary that gives the
reader a general idea of what the whole
story is about.

Remainder of Body
They serve to complete the story you have introduced in the
headline and 1st body paragraph.
The second paragraph expands on information in the first, giving a

bit more detail.
• Third paragraph – this often provides a quote. You can use

separated block quotes to highlight certain aspects of your
story. Quotes can help add another perspective other than the
writer’s
Fourth paragraph – gives any relevant additional information. Of

course, you may need more paragraphs to get your information
across but it’s important to remember to keep the copy as tight as
possible.
Boilerplate
• The boilerplate statement is the one-paragraph “About Us”
snippet at the end of apress release
• This should be a factual description, and it can be used
repeatedly in different press releases.
Boilerplate Checklist:
• Include the facts: company name, location, what you do.
• Include the “so what?”, or the positioning statement: what
is compelling about what you do? Are you the 1st company
to do it? Does 80% of the market use your products?
• Remember a press release is no place for a sales pitch, but
you can write a compelling, relevant boilerplate statement
that helps reinforce the message you are trying to get
across in your press release.
Example
ShortStack is a self-service web app design tool that
allows individuals and businesses to create
custom Facebook apps for their Facebook Pages.
The dynamic platform contains more than 40
tools and templates where users can integrate
fangates, contests, sweepstakes, RSS feeds,
Twitter, YouTube, and Mail Chimp newsletter
signups that maximize their social media
presence and potential. Custom Facebook apps
designed using ShortStack are viewable via a
mobile device or PC.To learn more about
ShortStack visit http://www.shortstack.com.
En Notation:
If your press release uses two pages, the

first page should end in with “-more-“
centered at the bottom of the page. Your
final page should end with three pound
signs, like this:
###

Final Note:
Once you have ended the text of the

press release, it’s a good idea to put one
final note at the bottom that encourages
someone who would like more
information to reach out to you

Press release
For immediate release or Embargo: not for publication before – insert date and time1
Title2
First paragraph – about two sentences of no more than 25 words each 3
Second paragraph – further detail about the story4
Third paragraph – quote… John Smith, Director of Smith and Co Design said: “…………..” Typically, the quote might be two
sentences5
NB – if it is possible to get a quote from a third party then this should go into the press release too.
Fourth paragraph – further information6

Remember that a press release will be edited from the bottom up – so, your most important information needs to be at the top of the
press release.
Ends7
For further information, please contact:8
John Smith, Director,

Smith and Co Design
insert phone number (office)

– indicate any timings re availability – Mon to Fri, 9am to 5pm
Insert mobile number and availability
Insert email address
Notes to editors:9
Points under notes to editors would be numbered
Include, in notes to editors, standard information which explains what your business does.
Tips for Writing a Good Press
Release
• Start Strong: You have a matter of seconds to earn attention.
• Be Newsworthy: The headline, summary and 1st paragraph should
clarify the news. The
rest of the release provides the details. It’s not a marketing pitch or
advertisement.
• Use Keywords: The headline and summary use keywords people are
likely to use when
searching for this type of information.
• Identify Yourself: Identify the company, brand or product in the
headline and summary.
• Economize Your Words: Be concise. Aim for 60 characters including
spaces for the
headline and 1-4 sentences for the summary.
• Pick an Angle: Make sure your release has a good hook.
• Proofread: No spelling or grammatical errors.

Common Traits: Press Release & Pitch
Letter

Tips on Preparing a Press
Release:
1 a simple, snappy headline that tells the story
2 the opening paragraph should make your first and major
point
3 the first half of the release should be drenched in factoids
4 leave quotes to the back half
5 never present opinion in anything other than quotes
6 round up boring but necessary information in notes to
editors
7 try to include just one, named contact
8 always call the journalist who you’ve sent a release to,
ostensibly to check they’ve
received it – but which then gives you an opportunity to ‘spin’

 A general press release is the most common type of press release and the type of
press release that come to the most people's mind
 The goal of this type of press release is to generate interest, coverage and exposure
for the company that distributed the press release.
 For instance, if your company holds a contest, bags an award or has some news
about the company, person, organization or its site, you would create and distribute
a general news release.

 A launch press release is similar to a general
news release in terms of format, but it's intent is
much more specific.
 A launch press releases is more urgent or timely,
and its main purpose is to create a buzz regarding
a launch -- whether it's about launching a
company, organization, website or some sort of
initiative.

 A product press release oftentimes come in a format that is different from a
general news release.
 This is because a product press release typically include product specifics.
 A product press release is the type of press release you would create and
distribute if you are launching a new product, if your company's product wins
an award, reaches a milestone, have to be recalled, or if a new or upgraded
version is released.
 A product press release is more effective when it includes a photo or several
photos of the product.
•

 An expert positioning press release is less urgent compared to a general news
release.
 This type of press release can focus on a company report and include statistics
or results
 It can also include news from another organization and other supporting
information.
 You would create and distribute an expert positioning press release if you want to
show an individual's expertise in a subject area with the goal of building him or
her up as the person media people would go to in the future.

 An event press release has a different format than a general news
release primarily because it needs to clearly lay out to members of
the media the 5Ws -- who, what, when, where and why.
 An event press release is different from a media advisory in such a
way that you would distribute an event press release with the hope
that the media will make your event known to the public.
 A media advisory, on the other hand, is aimed towards getting the
media people to attend an event.

 An executive or staff announcement news release is what you send out if there are
staff changes in the company, particularly if these changes involve high
management levels.
 This type of press release is different from a general news release in the sense
that it can contain biographical information to support the information. An executive
or staff announcement news release also often include photo or photos of new
staff or executives.

Examples of Press Release Types
The Business Activity Release

• Not about selling
• Positive, create excitement
• Fresh, newsworthy activity
• Share on social media platforms

The Event Release
• Used to promote an actual event
whether in person or virtual
• Date/time/place specific
• Allow for lead time

The Crisis News Release
• Can be used before or after an event
• Urgency

The Backgrounder Release
• Used to initiate awareness about a
company/organization
• Non-date specific
• Often used as part of a media kit
• Longer form than other press releases
• No boilerplate needed at the end

 In social media, blogs, tweets, and the likes, are an outlet for everything big and small.
 In media relations, a sure fire way of having your company or name blacklisted, is to
send multiple un-targeted generic press releases every time anything big or small
happens If you have a message and expect a member of the media to take the time to
read your message, take the time and carefully craft your message. Do not send an
email to a reporter with the subject line “PRESS RELEASE”.
 Make it relevant and concise, such as using a catchy headline. Big news should be for
your press release and media advisories – make sure they’re targeted and important.

Brochures
Brochure is
a flyer, pamphlet or leaflet that is
used to pass information about
something.
Brochures are advertising pieces

mainly used to introduce
a company or organization and
inform
about products and/or services to
a target audience.

Leave-Behinds
Types of Brochures
• This type of brochure is named for the brochures
you leave behind after meeting a potential customer.
• This type of brochure with a complete description of your
product and its benefits.
• It summarize your sales pitch to echo the one you just gave.
• It helps keep your words forever in their brain - or at least long
enough to get them to buy your product.
• Sales Support Tool

Sales support is very similar to leave-behinds.
• The difference is, this type of brochure can be used as a selling aid.
• The salesperson uses them to guide them through their sales pitch.
• They have larger pages, larger photos and larger headlines.
Respond to Inquiries
• When people ask about your product,
they're obviously interested. Sending this
type of brochure is for a qualified buyer.
• They're qualified because they're much more likely to buy than
someone who hasn't contacted you.
• Since they've already expressed interest, write this brochure to take
your prospect to the next step: the buying process.
• Pack your brochure with facts to convince them they can't live
without your product.
Direct Mail
• This is the type of brochure you include with your direct mail
package.
• You know the sales letter sells but a brochure used with direct mail
contains photos, your product's sales points and even technical
features.
Point-of-Sale
• These are best described as the type you might encounter while
standing in line at the bank.
• You notice a rack of brochures and it just so happens they're
conveniently located right there for you to enjoy.
• You didn't know you could get free checking if you bought a
Certificate of Deposit.
• You take a brochure. You'll read about it later.
• Write a catchy headline and make sure you have a nice visual to work
with the headline.
• Your goal is to get potential customers
see your brochure, be curious enough
to pick it up and, even more important,
keep it.
Tips for a Brochure Designing
• Do some research.
• Use good templates
• Hire professionals
• Keep the text readable
• Streamline the information
• Keep it simple
• Avoid very detailed or many images
• Use mostly high contrast colors
• Make it attractive
• Match the colors to your business

Mass communication
Mass communication is the academic
study of how individuals and entities relay
information through mass media to large
segments of the population at the same
time
It is usually understood to relate to
newspaper and magazine publishing, radio,
television and film, as these are used both
for disseminating news and for advertising.

What is Mass Media?
Refers to every medium or source which

is used to connect and communicate with
a large number of people at once.

Mass Media
Mass media is communication—whether

written, broadcast, or spoken—that reaches
a large audience. This includes television,
radio, advertising, movies, the Internet,
newspapers, magazines, and so forth.

Media of “Mass”
Communication
• Print
– Newspapers
– Magazines
– Books
• Audio
– Radio
– Music/Sound Recording
• Visual
– Film
– TV
– Videogames
• Digital
– Internet

Type of mass media opportunities
• news and features
• announcements
• jingles
• advertising
• magazine programmes
• drama
• documentaries
• quizzes
• chat shows
Close to 40% of one’s day is taken up by
consuming media
Functions of Mass Communication
Information
• Mass media carry a lot of information which are essential for our day to day life.
• We know exam results, weather forecasts, current affairs, traffic regulations, last
dates, precautions, government policies etc. from mass media.
• The core of media’s information function is performed by the media content
called news.
Education
• Education is systematically organized information with predefined objectives.
• The primary source of education in our society is schools or colleges.
• Media also perform the functions that educational institutions do.
• Media are life-long educators for the society. They give us comprehensive
knowledge of selected topics.
• Non-news content or news-based content like editorials, articles, columns in
newspapers provide us with complete idea of a subject.
• Health Magazines, IT magazines
Slides by Ms.Supreet
are Wahee
also examples for education through media
Entertainment
• Newspapers publish cartoons, comics, puzzles, special weekend supplements for
amusing people.
• Magazine content such as short stories, novels, satires and cartoons are for
entertainment.
• Movies are another big stock for entertainment.
• Audio-Visual media such as television and radio are also primarily concentrate on
entertainment function through their programmes based on sports, film, and
fashion shows etc.
Persuasion
• Persuasion means influencing attitudes or opinions.
• Mass media have many ways to persuade people.
• Most people form their opinion from information they get from mass media.
• Media have direct and indirect methods for persuasion.
• For public opinion formation, mass media use editorials, news analysis and
commentaries. In such cases, the purpose is clear and direct.
• The most obvious method of persuasion is advertising.
• Advertisements are direct to influence purchasing behavior of the public.
Mass Communication Process
According to this traditional concept, mass communication is a component
system made up of
Senders ( the authors, reporters, producers or agencies) who transmit
Messages ( the book content, the news reports, texts, visuals, images,
sounds or advertisements) through mass media
Channels ( books, newspapers, films, magazines, radio, television or the
Internet) to a large group of
Receivers ( readers, viewers, citizens or consumers) after the filtering of
Gatekeepers ( editors, producers or media managers) with some chance
for Feedback ( letters to editors, phone calls to news reporters, web-site
postings or as audience members of talk shows or television discussions).
The effect of this process may formation of public opinion, acceptance of
a particular cultural value, setting the agenda for the society etc.

Nature of Mass Communication
• Mass communication experience is public one.
• Mass communication is filtered communication
• It is the most complicated form of communication as it involves
complex technology like satellites digital networks,
management structure, marketing chain etc.
• Mass communication can alter the way the society thinks
about events and attitudes.
• Mass communication experience is transient. It means that
once you used a message you may not use it again.
• Mass communication is most often remains as one-way
communication. As receivers, how many of us write letters to
editor (sender)? A very few.
• Unlike other communicators, mass communicators can’t see
their audience.

Advantages of mass media
• Reaches many people quickly
• Low cost per person reached and easily accessible
• Television ,movies and radio are some of the best form
of entertainment
• It can be used for educational purpose in an effective
manner .
Can be used to:

• Tell people about new ideas and services
• Agenda-setting and advocacy
• Create a favourable climate of opinion

Disadvantages of mass media
• Difficult to make specific to local community
• Fixed message
• Can be easily misunderstood
• Lacks feedback F to F
• Media bias could occur due to various issues. A journalist or an editor may give a
personal preference to an issue .
• A particular event or a celebrity may receive undue importance and set wrong
ideas before the youth.
• Unnecessary sensation of an issue may present a wrong information to the public
• Misleading messages may divert people mindset
• Wrong interpretation of news may blow the things out of proportion.
MM is less appropriate for:

– Changing behaviours rooted in culture or reinforced by social norms
– Developing skills of informed decision making
– Promoting empowerment
– Learning practical skills Slides by Ms.Supreet Wahee
FORMS OF PRINT AND ELECTRONIC MEDIA
• Broadcasting, in the narrow sense, for radio and television.

• Various types of discs or tapes. In the 20th century, these were mainly
used for music. Video and computer uses followed.
• Film, most often used for entertainment, but also for documentaries.
• Internet, which has many uses and presents both opportunities and
challenges. Blogs and podcasts, such as news, music, pre-recorded speech
and video)
• Publishing, in the narrow sense, meaning on paper, mainly via books,
magazines, and newspapers.
• Video games, which have developed into a mass form of media since
cutting-edge devices such as the PlayStation 3, XBox 360, and Wii
broadened their use.
• Mobile phones, often called the 7th Mass Media, used for rapid breaking
news, short clips of entertainment like jokes, horoscopes, alerts, games,
music, and advertising

Social Media
Social media is a new way to communicate and share information
amongst friends, family, and colleagues online, as well as meeting
people with similar interests. Social media sites are being used
regularly by millions of people worldwide
• Wikipedia,
• Blogs
• Facebook,
• Youtube,
• virtual worlds like Second Life
• Twitter, WordPress,
• LinkedIn, Google+,
• MySpace and Wikis.

Propose/Choosing The most suitable
Social Media
• Meet new People
• Stay in touch with friends
• Promote Yourself
• Make contacts foe work
• Learn something new
• Share Knowledge and experiences with friends & others
• Be creative
• Change opinions of others
• Express yourself
• Seek other persons opinions
• Develop a sense of belonging
• Relax and entertain yourself
• Keep yourself up-to-date

Six different types of social media
• Collaborative projects (for example, Wikipedia),
• Blogs and microblogs (for example, Twitter),
• Content communities (for example, YouTube),
• Social networking sites (for example, Facebook),
• Virtual game worlds (e.g., World of Warcraft),
• Virtual social worlds (e.g. Second Life).
Technologies include: blogs, picture-sharing, vlogs, wallpostings,

email, instant messaging, music-sharing, crowdsourcing and voice over
IP, to name a few. Many of these services can be integrated via
social network aggregation platforms.
Social media network websites include sites like Facebook, Twitter,
Bebo and MySpace.

Social Media Advantages
• Helping companies to increase brand awareness, attract new leads
and engage with customers
• Provides an online advertising platform
• Social media is social marketing - the ideal way to promote
products or provide timely customer support.
• Many companies are also using social media platforms to monitor
their reputation online.
• Others actively involve fans in product development and use social
media like a virtual focus group to spot emerging trends.
• Despite its size, its social media presence gives the brand a strong
human touch - interacting with fans, giving advice, answering
questions and sharing anything that its followers might find
interesting (including its own products)

Tips for using social media effectively
to grow a business are simple
1. Start slowly on Face book or Twitter. You don't
need to be on every platform
2. Make a plan
3. Start a conversation
4. Share relevant content
5. Create advocates
6. Don't post too frequently
7. Automate
8. Don't hire an expert
9. Expand your reach
10. Be patient
Telecommunication & Internet based
Communication
• Web
• Webpage
• Website
• The Internet
• Chat Room
• Face book
• Blogs
• VOIP & Internet Telephony
• Emails

Lets Practice !!!!!

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External Communication

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

– When companies want to release information to customers,

Slides by Ms.Supreet Wahee

• Company websites are a common form of external

Slides by Ms.Supreet Wahee

• Press releases are written or recorded statements

• A company can release mass emails to a target

Slides by Ms.Supreet Wahee

• A company can use telephone calls to reach

Slides by Ms.Supreet Wahee

• A company can arrange media interviews and

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

Public relations is a tool to shape

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

Hiring a PR Professional or an Agency

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

• External PR typically involves external stakeholders -- a

• Any PR program needs to address distinct goals and reach

Slides by Ms.Supreet Wahee

• Manage the PR budget to ensure it is being used

• Drive the PR strategy and make sure the company

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

• External communication covers how a provider interacts

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

You may have a heart of gold

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

• It covers important events like appointment ,new contracts

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

• Written in Clear, concise manner

• Always a high priority for media producers to cover

• Written with the most current and pertinent information

• To inform the public about something that has already

Slides by Ms.Supreet Wahee

• Report on a particular event

• Introduce a new product or service

• Increase the visibility of your leaders

• Remind people of what your group does and how active

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee

• Keep it short and to the point. Usually, press releases are

• Print the words "FOR IMMEDIATE RELEASE" in the

• Follow this line with relevant contact information: name,

• A headline establishes the content of the

ShortStack Releases New Facebook Marketing

• Include the company name

ShortStack Releases New Facebook Marketing eBook for the Holidays

Slides by Ms.Supreet Wahee

Slides by Ms.Supreet Wahee