Public Relations In Action

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PR in Action

Public Relations is composed of many marketing tactics that enable companies to enhance credibility and image. It can also assist in developing goodwill and influences public opinion. Forms of PR tactics are speeches, special events, news releases, and annual events. PR is targeted to a specific audience. It's a very affective way of saying who you are, what you do, and how you can make a difference. Effective PR comes in many forms. Most of us are more familiar with flyers, brochures, and websites. There are many other tactics that can be used depending on the needs of the company or organization. Which one to use would depend on many factors such as the objectives of the organization, size, and location. It would also depend also the characteristics of the audience and the organization's budget. Some examples of effective PR strategies include publicity, special events, newsletters, press releases, charitable contributions, sponsorships, and thank you letters.

One example of public relations in action regards anti-abortion activists. Almost ten years ago, anti-abortion activists had to revamp their image in the aftermath of attacks on two abortion clinics. John C. Salvi III was sentenced to life in prison without parole for killing two people in a rifle shooting rampage in December of 1994. The trial portrayed Mr. Salvi as a terrorist that represented anti-abortion causes. During the trial, he showed no remorse for the deaths or for the deaths of innocent bystanders. To him, he was acting out a noble cause. (Goodman, 1995)

The general public assimilated this movement as violent and hostile. Because of the often angry protests with picketers at the abortion clinics, many feel this action is creating and condoning vigilantes like Mr. Salvi.

Because of this situation, it's given the pro-life cause a bad name. This is not what the movement is all about. One is not considered to be pro-life if he goes around killing people.

The group feels that much of the real blame can be directed towards the news media that gives very discriminative coverage. Every story you read gives the reader then conclusion that pro-life is assumed to be a negative movement.

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