Public Relations Guide for Rural Housing Organizations (manual

TABLE OF CONTENTSIntroduction ..................................................................1What are Public Relations, Marketing, and Media Relations, and Why Do We Need Them? .......2Media Relations and Advocacy ..............................................4Marketing as an Approach ..................................................4Step By Step ..................................................................6Make a Commitment to Public Relations Work ..................................6Identify Your Public Relations Objectives ......................................7Develop a Message .......................................................8Identify Your Target Audience(s) .............................................9Consider the Best Way to Reach Those Audiences ................................9Think “News” ..........................................................10Develop a Contact Database ...............................................10Build Relationships ......................................................11Prepare Written Background Materials ........................................13Make a Plan ............................................................15Keep Learning ..........................................................15The Basic Tools for Public Relations Work ...........................................17Press Release ...........................................................17News Article ...........................................................19Media Advisory .........................................................20Camera ...............................................................20Flyer .................................................................21As the Occasion Arises ..........................................................22Letter to the Editor ......................................................22Op-Ed Piece ............................................................24Public Service Announcements .............................................25Paid Advertisement ......................................................26Public Speaking .........................................................27Slide Presentation .......................................................27Video .................................................................27Cable TV ..............................................................28Interview ..............................................................28Talk Radio .............................................................31Remarks ..............................................................31iii