Despite their differences, publicists and public relations professionals use many similar tools to advance their goals. Though, some are more specific to each profession. Some examples for each one include:
Here are some examples of tools used to generate publicity:
Press release: A press release is a written report that contains important information or tells a story that a company or brand wants the press to advertise. It might focus on specific details for an event, an announcement about a new product or an important change in the company's leadership.
Publicity stunt: A publicity stunt is a staged event that publicists manufacture to generate organic, positive media coverage. For example, you might stage and film interviews with potential customers in a public setting where they try your product and give a positive review.
Public speaking: Offering to speak publicly about a company or brand can lead to positive interactions with the public. For example, volunteer to make a guest appearance on a podcast or radio show to discuss your brand and its benefits.
Here are some examples of tools and strategies used in public relations:
Social media: Public relations managers might curate social media content for their clients to post at a given time. This allows the client to control the content that's released onto their personal platforms and distribute information to the people who follow their social accounts.
Events: Planning and advertising events help public relations professionals carefully select a guest list, theme and agenda that has the potential to produce a positive reputation among the audience. These events may act as publicity antics, but they remain in the control of the PR team.
Making announcements: When a company or brand has new information to share with the public, the PR team can create a plan for how to communicate the announcement. While they might choose a press release, there are other methods as well, such as a new ad campaign or email marketing.