REALTOR® Magazine Online: Types of Messages

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Types of Messages

Your public relations program should use all means available to influence constituencies. Here are the four types of message:

External communications cover the information you generate that explains and promotes your organization. Speeches, booklets and brochures, newsletters and magazines, flyers and notices, videos, and Web sites are all basic forms of external communications. It’s your responsibility to assure that their message is clear and consistent, that a visual vocabulary—including corporate identity—is established, and that they add to the quality and perceived value of your brand.

Media relations involve all your efforts to gain attention in print and electronic media. In general, advertising is understood as something that has been purchased. Publicity in the news has a higher supposed veracity. So, combining the inherent cost savings of news coverage with its believability gives it extra-significant value. The time and effort you put into cultivating contacts in the news media, developing press releases, holding press conferences, and answering press inquiries will be worth it.

Special events increase the newsworthiness of your organization. Some special events—such as open houses, festivals, parties or celebrations—are held for primarily public reasons. They’re intended to interest diverse external audiences. Other special events—such as workshops, conferences, and seminars—are held for professional reasons. They’re often intended to interest more targeted audiences. In either event, special events are a great opportunity to excite audiences and to seek news coverage.

Internal communications are an often-overlooked responsibility that build confidence among staff and volunteers, makes them feel part of an inner family, and creates advocates. Staff meetings, in-house newsletters, posted notices, and any other kind of internal communication have unique public relations value. The more your organization grows, the more difficult it will be to keep your staff and volunteers informed about current events and plans—or to explain difficulties or potential problems. Your staff and volunteers are often your “public face.” They can be a smiling face or a grim one.

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