November 24, 2020

3.3 Public Relations & Communications

Public relations are how the company relates with the outside world and its customers.   Public relations can play a play a big part in a company’s success or a company’s downfall. Public relations have become a crucial component to doing business in today’s world.

Why is Publics Relations important your business and to the egg  sector ?
  • Familiarise the consumer with your business, product, event and  latest news
  • Build relationships
  • Cut (reduce) advertising/marketing spend
  • To boost traffic to your website
  • To boost your sales
  • Be prepared in the event of an issue/crisis

What are the Public Relations tools you can use ?
Press Release

A press release or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy.  Good examples of potential news stories for your business are

  • A new contract
  • New packaging
  • Fundraising /Sponsorship / Charity Activity
  • Industry Surveys/Research
  • Industry Awards
  • Company Developments e.g. x new jobs created in x  or a new company investment or environmental news – e.g. waste reduction scheme

Typically a press release should consist of 4 to 5 text paragraphs with word count ranging to 400 to 500 words.  A typical structure would be

  • Headline — used to grab the attention of journalists and briefly summarize the news.
  • Dateline — contains the release date
  • Introduction — first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why.
  • Body — further explanation, statistics, background, or other details relevant to the news.
  • Boilerplate — generally a short “about” section, providing independent background on the issuing company, organisation, or person.
  • Media contact information — name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person.
Photo call Notice / Photography

A photocall is when you invite the picture desk of the media to cover a particular event in your campaign.  Often, companies employ their own photographer and then send the image together with the press release to their media target.   Make sure the photocall interesting is important.

Surveys / Research

Sharing the results of egg sector surveys and research is a very powerful way of communicating progress, health claims in particular resonate with the reader & consumer.

Case Studies

Particularly in business press, stories of your business, your entrepreneurship, the way you do business, challenges you face and overcome are always very popular.

Egg Sector PR

A shared objective of the egg sector is to ensure that sectoral good news is to the fore.     On an international level this is facilitated by the International Egg Commission who holds an annual World Egg Day on the second Friday of every October every year.

Started in 1996, the objective of this PR is to bring the world  together to celebrate and tell everyone, from consumers to health professionals, about the big benefits that come from the egg.  The event is now celebrated with special events in an ever increasing number of countries from all over Europe to the Americas to Mongolia, Australia to China. Recent events included:

  • Egg festivals
  • Celebrity chef & cooking competitions
  • Special recipe promotions
  • Children’s events
  • TV, radio and newspaper advertising