1. An Introduction to Public Relations
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An Introduction to Public Relations
Awareness Raising – Maximising the impact of your project
Media Relations – Effective Communication with the Media
Introduce myself
Introduce the workshops – Awareness Raising and Media Relations – Goals: PR Strategy for Youth Ambassadors – Media Plan
Ask for show of hands of Youth Ambassadors and Local Government European Officers
Which countries are people from?
Sarah Hackaj
Public Relations Expert for Economic Development
AER Summer School, Romania, 2006

2. What is Public Relations?
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What is Public Relations?
Internal Communications
Corporate PR
Media Relations
Business to Business
Public Affairs
Community Relations
Investor Relations
Strategic Communication
Issues Management
Crisis Management
Copywriting
Publications Management
Events Management, Exhibitions
We will start with some ‘theory’ about Public Relations.
Ideas from the audience please?
AER Summer School, Romania, 2006

3. Why do we need Public Relations? What is Public Relations?
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Why do we need Public Relations?
To enhance the reputation of an organisation
To influence opinion
To inform publics
It is not there to accumulate press cuttings and issue masses of press releases!
What is Public Relations?
Public Relations is the planned and sustained effort to establish and maintain goodwill and understanding between an organisation and its publics.
Institute of Public Relations, 1987
AER Summer School, Romania, 2006

4. What does good PR achieve?
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What does good PR achieve?
Establishes and maintains mutual lines of communication, understanding, acceptance a cooperation between an organisation and its publics;
Involves the management of problems or issues;
Helps managements to keep informed on and responsive to public opinion;
Defines and emphasises the responsibility of management to serve the public interest;
Helps management keep abreast of and effectively utilise change, serving as an early warning system to help anticipate trends;
Uses research and ethical communication techniques as its principal tools;
Harlow, quoted in Wilcox et al.2003: 7
AER Summer School, Romania, 2006

5. Developing the Perfect PR Strategy
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Developing the Perfect PR Strategy
What is your overall goal?
What are your aims and objectives?
Who are your target audience?
What ideas have the Youth Ambassadors come up with for their ‘future of Europe’ debate/activity?
Goal: To be invited to Brussels to meet Margot Wallstrom?
Aims and Objectives: To get youth involved in the Europe debate? To get 20 students to debate the topic? To provide MEPs with feedback?
Target Audience: Students? Voters? Minorities? Women? Media? Community? Politicians? Euro-sceptics?
Issues: Europe is a waste of time. Doesn’t help me. Spend too much money on it.
What potential issues could you be facing?
AER Summer School, Romania, 2006

6. The Action Plan General PR Activities Virtual Tools The Media
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The Action Plan
General PR Activities
Leaflets, posters, fliers, postcards, newsletters, exhibitions etc.
Virtual Tools
Websites, , Signatures
The Media
Brainstorm on general/tangible promotional activities.
We can do a lot of things for free or very little money. Combination of clever use of graphics programmes – a photocopier – and coloured paper!
Always be aware of the resources available so you can plan realistically.
Internet – can you use the Regions website to publicise your activity? Notify friends and target audience by ? Publicise the activity in your signature – and the European Officers signature.
The Media – How you tackle the media should also me covered in your PR strategy – but we will deal with that in the next session.
AER Summer School, Romania, 2006

7. Planning Your Publications/Activities
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Planning Your Publications/Activities
Goal
Contents
Messages
Audience
Tone
Style
Languages
Quantity
Timing
Distribution
Venue
Whether it’s a leaflet or an exhibition, a debate or a tv programme – planning is important. And it is important to stay focused on what you are trying to achieve.
For each individual item you should prepare a planning list.
AER Summer School, Romania, 2006

8. Organisational Checklist
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Organisational Checklist
Activity: Leaflet
Item
Responsible
Cost
Deadline
Progress
Write copy
Martin
None
10th Sept
Underway
Prepare Design
Cynthia
12th Sept
Proof Read
Jason
15th Sept
Print
Andrew
€500
17th Sept
Distribute
20th Sept
When organising a publication or an event, it’s important to have planning meetings with the people you are working with. People need to know what they are responsible for and what their deadline is for completion.
A gird such as this one can help keep track of who’s doing what and when.
AER Summer School, Romania, 2006

9. Was your project a success?
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Evaluation
Was your project a success?
Measures of Success:
Questionnaire for participants
Event Attendance
Web visits and downloads
Distribution Statistics
Media Monitoring
There are many ways to measure success – here are a few that you may consider using.
AER Summer School, Romania, 2006

10. Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
Conclusion
Good Luck!
When used properly PR can be a useful tool to maximise the impact of your project.
Always try and plan as much as you can – and don’t panic if plans have to be changed to accommodate circumstances.
Put yourself in the place of the people/audiences you are trying to communicate with – then you might think differently about the questions you need to answer and the information you need to provide.
AER Summer School, Romania, 2006

11. Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
Working with the Media
AER Summer School, Romania, 2006

12. Broadcast Media - Radio Broadcast Media - Television
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Who are the Media?
Print Press
Local Newspapers, Regional Newspapers, National Newspapers, International Newspapers, Magazines, Journals, Special Interest Publications
Broadcast Media - Radio
Local Radio, National Radio
Broadcast Media - Television
Local TV, National TV, International TV
Brainstorm on the different types of media.
New Media
Internet
AER Summer School, Romania, 2006

13. Who’s trying to achieve what?
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Who’s trying to achieve what?
Realism!
What is the Journalist trying to achieve?
In the best case: To seek out and present the facts – constrained by time and inches!
Looking for a good story, a human angle, in the worst case – a scoop/scandal!
What are you trying to achieve?
News story to convey “The message”
Effective and catchy Soundbites
Be realistic about what you are trying to achieve – the tax administration will never be popular but it can be respected and understood.
Your goal is to ensure that your publics have an accurate view about the work you are doing.
AER Summer School, Romania, 2006

14. The importance of good media relations
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The importance of good media relations
Media has a strong role in forming public opinion and telling people what to think
The purpose of your relationship with the media is to enhance the reputation of your organisation and to influence and inform the target audience
The purpose is not just to issue press releases, deal with media enquiries and produce mountains of press cuttings
Good media relations result in:
Improving your company/LA/brand image; higher and better media profile;
changing the attitudes of target audience; improving community relations;
influencing govt policy at local, national, international levels;
improving communications with investors and advisors; improving industrial relations
AER Summer School, Romania, 2006

15. Know your Media Get to know who is reading/listening/watching what
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Know your Media
Get to know who is reading/listening/watching what
Be aware of which media are running stories on themes which are related to your target area
Which publications are putting out what messages ? Who is reading them – what is the audience? Are they people who’s attitudes you want to influence?
Which media are running stories on your target subject? Is there in any point in targeting media who aren’t covering those sorts of stories – will you get a clean slate to work from if you tackle a different media?
Get to know the journalists – if you are contacting the media is important to get to the right person – it wastes less time, it shows you’ve done your research – consider taking them for coffee? Meeting for lunch? Relationship building is key – it helps you to build your credibility with the journalist. You may find yourself in a position where the journalist can pre-warn you of stories that are building up and give you a chance to prepare appropriate responses. Be available. BUT – also exercise caution – underneath the smiles journalists can never be your friend …. And be careful with s that you send to them – s allow you to be a bit more casual in your correspondence – don’t be!
Be aware of who the reporters are and get to know them
AER Summer School, Romania, 2006

16. Methods to Communicate with the Media
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Methods to Communicate with the Media
Press Releases
Press Briefings
Press Conferences
Interviews
Feature Articles
Photo Opportunities
Media Tour
Opinion Editorials
Exclusive Interviews
Brainstorm on what tools/methods we can use to communicate with the media.
AER Summer School, Romania, 2006

17. Press Releases Why are you putting out a Press Release?
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Press Releases
Why are you putting out a Press Release?
Basic contents: Who? What? Where? When? Why?
Basic Presentation: One side of paper; one clear font; date of issue; source; contact details; logo
Don’t put a press release out for the sake of it. There must be a good reason. Is your release relevant? Newsworthy? Does it have a human angle? Is there a good story which will capture the journalist’s / reader’s imagination? What is your Message.??
Timing – if you have an important message to convey make sure your timing is ok – is your story going to clash with other news events and be buried?
What format do the journalists like best? – it’s easy to send but just as easy to delete! – however would give you the opportunity to send an accompanying photograph. Perhaps consider sending a FAX – at least they have to pick it up and may be drawn in by your catchy headline!
You could phone the journalist and discuss the story – this is ok if you know them.
Also – think abut putting extra background information on the internet – don’t forget to put the web link on the Press Release!
AER Summer School, Romania, 2006

18. Other Methods of Press Communication Media Visits/Photo Opportunities
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Other Methods of Press Communication
Press Briefings
Press Conferences
Media Visits/Photo Opportunities
Interviews
Editorials/Features
Press Briefings: Usually informal but can give a useful background to the media on the topic – especially if it is unfamiliar and complex
Press Conferences: These are formal and on the record. They need to be well managed. Your speaker needs to be well briefed. Someone need to chair it to give an introduction and to manage the questions from the press. If it gets nasty – then wrap it up! – For maximum impact consider joint press conference with regional partners/stakeholders
The media like to see things in action – if there is something to visit – organise it – it makes the story real. Photo opportunities are also excellent as they make the story more interesting to read and visibly raise your profile.
Interviews: Be careful of offering an ‘exclusive’ to one journalists – it may make the others jealous… but always be open for interviews. One way to control the interview is to insist on receiving the questions in advance and agreeing on what you will talk about. If they ask a question you don’t know the answer to – don’t make it up! Just say you will have to check up on what they have asked and you will get back to them by phone or .
Some publications will welcome and editorial or feature written by you – it saves them time and money if it’s well written.
AER Summer School, Romania, 2006

19. What happens if it all goes wrong?
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What happens if it all goes wrong?
Don’t Panic!!
Call the Journalist or Editor in question and try and find out what happened
Right to Reply
Paid Advertising
Ban the Journalist
Keep a cool head. These things happen. It is a hazard of media relations.
If you get a bad headline or the story is negative or you’ve been inaccurately quoted what can you do? Brainstorm.
Right to Reply: If it’s ethical then you have the right to reply – but you must judge if it’s worth it – replying may only draw more attention
If it’s really really bad – then you may consider paid advertising to put your opinion forward
Ban the journalist – last resort – but you can refuse to communicate with that journalist anymore especially if it is inaccurate reporting and only damaging to your organisation
AER Summer School, Romania, 2006

20. Media Management within your organisation
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Media Management within your organisation
Politics Must be kept Separate from PR as much as possible
It helps to have a supportive and available/approachable boss
Need clear reporting structures and certain of who can talk to the media – consider issuing Media Guidelines
As a civil servant / local government officer – it is not your job to launch political campaigns – it’s a fine line
A good boss is important – you need them to back up your position/line
To protect yourself and your colleagues you need clear media guidelines on who exactly can talk to the media , under what circumstances, on what issues. Consider establishing a pool of nominated experts on key matters who can be called upon.
Consider internal briefings so that all staff are on message.
Internal Briefings
AER Summer School, Romania, 2006

21. Developing Your Message
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Developing Your Message
Justify your attendance at the AER Summer School
Justify your office in Brussels
Justify your spend on travel to EU countries
More than 3 messages is normally a waste. They need to be clear.
Exercise: Develop 3 messages which justify the following situations.
Why do we need to work with Europe?
AER Summer School, Romania, 2006