\ PUBLIC RELATIONS

\ THE ROLE OF PUBLIC RELATIONS PR Narrows and manages the perception gap INTEGRATION Internal External EDUCATION Tell them what they don’t Know AWARENESS Build credibility and awareness for the NWW and to educate at the same time. LEVERAGE Ensure amplification of all activities and a campaign that lives EXPERIENCE Reach out and touch the target audience for lasting impact. REPUTATION MANAGEMENT

\ DWAF National Water Week Credibility Deliver on the Promise Profile PUBLIC RELATIONS STRATEGIC APPROACH Role of Advertising; Mass Awareness Role of Public Relations Depth to the campaign Relationship Building Stakeholder Communication Partnerships Participation Public Awareness & Education Mobilisation Call to Action Above-the-line / Below-the-line / Public relations Excitement Awareness Public Relations supports the above the line campaign by providing depth and detailed information

\ PUBLIC RELATIONS: CAMPAIGN ELEMENTS The public relations campaign consists of the following elements: Stakeholder & Advocacy Campaign National Outreach Campaign Media Editorial Campaign

\ PUBLIC RELATIONS ACTIVITIES UNPACKED STAKEHOLDERS & ADVOCACY CAMPAIGN Stakeholder “Insight” Sessions One-on-one or small meetings of key influencers, such as editors and news editors Information sharing & call for support for the campaign Strategic Partnerships Development of key database of big corporate companies, government and other stakeholders Build targeted relationships in order to mobilise corporate companies and government departments to participate in the campaign by linking in to existing channels e.g. newsletters and utilisation of campaign material e.g. tap hangers; leaflets, bookmarks and posters 30 corporate companies and all government departments have been invited to join this partnership

\ PUBLIC RELATIONS ACTIVITIES UNPACKED NATIONAL OUTREACH Exhibition / Display (LSM 6-10) Emphasizing the message of water saving High traffic areas / trained promoters/ promotional material Commuter Campaign (LSM 3,4,5,6) Extension of Advertising Campaign – demonstrates commitment to inform Interactive elements to educate and create awareness Community Radio Network (LSM 1-6) Partnerships / information network focused in the communities Partnerships negotiated with 40 community radio stations Negotiated slots / content management

\ NATIONAL OUTREACH: EXHIBITION / DISPLAY Shopping centres Two promoters per stand 90,000 leaflets Stands designed to communicate ways to save water Buckets demonstrating how much water can be saved with a few easy methods Key Message conveyed as public passes the three different sections of the display

\ EXHIBITION/DISPLAY : SECTION ONE Message: “Turn your tap off while you brush your teeth. Save up to 45 litres of water per day.” Buckets display exactly how much 45 litres of water is.

\ EXHIBITION/DISPLAY: SECTION TWO Message: “Take a short shower instead of a bath. Save up to 66 litres of water.” Buckets display exactly how much 66 litres of water is.

\ EXHIBITION/DISPLAY: SECTION THREE Message: “Put a one litre plastic bottle filled with water or a brick in your toilet cistern. Save up to 14 litres of water per day.” Buckets display exactly how much 14 litres of water are.

\ NATIONAL OUTREACH: COMMUNTANET CAMPAIGN Interactive Taxi Rank Promotions –Major Taxi Ranks/Portable Gazebo’s 30 areas nationally –Monday to Sunday –Staff interacting and selling and educating/branding/ handouts/competitions/giveaways etc Commuter FM –Digital radio station (exclusive) –74 Metrorail stations / No clutter Roving Trailer –Face to face interaction –Trailers with fold out stage –Industrial theatre opportunities –High visibility, impactful branding –Mobility/National infrastructure 18.4 million economically active South Africans commute via taxi 77% of SA’s commuters use taxis as preferred mode of transport 70% fall into LSM 3,4,5,6 / 8 7% are between ages Reach outside of your traditional media footprint Flightings from 5 in the morning till 8 at night / SABC link Added Value Leverage Opportunities / Credibility factor

\ COMMUNITY OUTREACH: GAZEBO’S Number of Gazebo’s Nationally: 30 Reach: Material: Trained Promoters, leaflets, posters, t-shirts & caps (competition)

\ COMMUNITY OUTREACH: TRAILERS 24 National Stage Trailer Promotions. Material: Trained Promoters, leaflets, branded stage trailers, t-shirts & caps (competition)

\ COMMUNITY OUTREACH: COMMUNITY RADIO ProvinceNumber of Stations Total Listnership Northern Cape Free State Western Cape Gauteng KwaZulu Natal Mpumalanga North West Northern Province Eastern Cape TOTALS Community Radio: Extension to traditional radio campaign – highly targeted to communities Material: Radio Ads, Posters & Leaflets (walk-in policy) Interviews with DWAF representatives driving key campaign messages Partnerships negotiated with 40 community radio stations for communication targeting communities.

\ MEDIA CAMPAIGN The media campaign is possibly one of the most important parts of this campaign as this will drive key messages and ultimately build the credibility of the campaign and of the Department. The media campaign will be driven through national, regional and community channels Print: -Issue-driven editorial targeted to specific publications dependent on topics identified -Profiling of projects and announcement of new initiatives -Photo opportunities Radio: -Interview schedules -News coverage around announcements and events Television -Issue-driven commentary -News coverage around announcements and events -Magazine programmes – in-depth discussions Water Week Supplement – key messages & sponsor involvement Provide media with fact sheets, press releases and access to spokespeople (11 languages / regional spread) Minister’s Diary – leverage of programme through all media channels

\ CAMPAIGN ROLL-OUT Campaign ElementsJanFebBegin March March Marc h End Marc h April ATL (Radio) ATL (Print) Advocacy & Partnership Campaign National Outreach: Gazebo’s National Outreach: Trailers National Outreach: Community Radio National Outreach: Commuter FM Media Campaign (Editorial) Monitoring/ Evaluation

\ Water for Life National Water Week 21 – 27 March 2005 THANK YOU!