Following are the tools used in media relations –

1. Press Kits

Press kits include written material about the organization and its top people.

2. Audio Releases

Audio releases or video releases are pre recorded messages distributed to various media channels.

3. Matte Releases

Small local newspapers accept articles written by organizations when they do not have sufficient articles or stories to publish. Such releases are called as Matte Releases.

4. Website Press Room

Public relations experts promote their organization and its products/services through online press rooms.

5. Media Tour

Public relations experts publicise their organisation and its products through media tours where key people of the organisation travel to important places and locations and promote their products through various interviews to media people. They interact and share the benefits and USPS of their products/services with people from various news channels, radio channels and even print media. Organizations also hire celebrities or other people popular among the masses to promote and publicise their organization.

6. Newsletters

Newsletters are nothing but publications which are distributed on a regular
basis (monthly, quarterly) among target audiences. Public relations experts collect complete information (name, address, age group) of their target customers and distribute newsletters to create awareness about their products. Newsletters should include information about the organization, interviews from key people, product information, testimonials from clients and so on.

7. Events/Functions

Public relations experts organize special events, gatherings, parties, to target their customers and promote their organization and its products among them. People from the media are also invited for coverage.

8. Speaking Engagements

One of indirect ways of publicizing an organization and its products is through interacting with potential customers and target audience. Company officials
address the target audience and do not only discuss about their products and services. They generally prefer any topic which would interest the target audiences.

9. Employee interactions on a regular basis

It is really essential for employers to stay in constant touch with employees and keep them abreast with the latest developments and happenings within the organization. Management or public relations experts should circulate
latest events, new product launches among employees through emails, circulars, notices or simply communicating with them.

10. Charity/Corporate social responsibility

Public relations experts engage in various social and charitable activities to publicize their organization and its products. Organizations distribute products among target audiences to create a goodwill of their organization.