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Transcript
Media Day
th
October 18 2014
Media Day October 18th 2014
1
IMPROVING PR PRACTICE
An introduction by
Rtn Gerald R Peacock DipCIPR
District PR Coordinator
Based on the guide prepared by
PDG Charles Chaney MCIM
Chartered Marketer
Media Day October 18th 2014
2
4
PR PRACTICE
 Public Relations is about reputation – the result of what
you do, what you say and what others say about you.
 Public Relations is the discipline which looks after
reputation - with the aim of earning understanding and
support, and influencing opinion and behaviour. (CIPR UK)
Creating your own PR/Marketing
opportunities
 Appoint an event/function manager
 Obtain sponsorship for an event or charity
 Gain entry/space for a major function/event
 Celebrate a special anniversary i.e. Rotary Day
 See full list in the Marketing Guide
MARKETING AND PR OF ROTARY
ACHIEVED BY:
 Word of Mouth
 Press Publicity
 Radio and TV interviews and news stories
 Website, Twitter and Facebook
 See full list in Marketing Guide
ACTION! ACTION! ACTION!
 Be accurate
 Punchy/Deliberate
 Honest (announce facts)
 Emphasise Rotary ideals
 Get straight to the point
 Don’t waffle
 Research and plan your approach
RAISING YOUR CLUB AND
ROTARY’S PROFILE
 Examine member activity and available materials
 Evaluate local market acceptance of Rotary
 Look at competition ie Lions, Round Table etc
 Identify new opportunities in the community area
 Identify realistic prospects for membership
 See full list in the marketing guide
9
How?
 How is this set up and how is it done?
 A COMMUNICATIONS PROGRAMME NEEDS TO BE
PLANNED
10
COMMUNICATIONS
PROGRAMME/PLAN
 WHY are we doing this? OBJECTIVES
 WHO are we intending to influence? TARGET PUBLICS
 HOW do we achieve the objectives? STRATEGY
 WHAT do we propose to implement Strategy? ACTION
PLAN
 WHEN do we propose to act? TIME SCHEDULE
 HOW MUCH will it cost? BUDGET
 HOW EFFECTIVE was the programme? EVALUATION
COMMUNICATIONS PLAN OBJECTIVES
 Why are we doing this?
 What do we want to achieve?
 Suggestions
 See full lists in the Marketing Guide
COMMUNICATIONS PLANTARGET PUBLICS
 Who are we intending to influence?
 Who awe really trying to reach?
 Suggestions
 See full lists in the Marketing Guide
COMMUNICATIONS PLAN –
STRATEGY
 How are we going to tackle the problem?
 Suggestions of our actions
 See full lists in the Marketing Guide
14
COMMUNICATIONS PLAN –
ACTION PLAN
 Laying down the details of the strategy
 Details of the message we are trying to communicate
 Any suggestions?
 See full lists in the Marketing Guide
15
COMMUNICATIONS PLAN –
TIME SCHEDULE
 What do you suggest is needed to be firmed up?
 Any other suggestions
 See full lists in the Marketing Guide
16
COMMUNICATIONS PLAN –
BUDGET
 Just money?
 Other Suggestions
 See full lists in the marketing guide
PR AMBASSADORS
 Senior Rotarians being seen and heard in the right places
 Every member of your club/district taking pride in acting
as a PR Ambassador….
 Engender confidence, enthusiasm and commitment
 Encourage
 Find a Patron
 See full list in the Marketing Guide
COMMUNICATIONS PLAN –
EVALUATION
 Set specific objectives
 Agree quantiative measures against these objectives
 Agree qualitative measures of effectiveness
 Periodically review and revise programme in line with
evaluation
 See full list in the Marketing Guide
CHECK LISTS AVAILABLE
 Profile raising
 Corporate identity
 Media Relations inc. ideas for PR Releases
 Presentation Material
 Press Releases inc. ‘Top Ten Essentials’
 Exhibitions,conferences, seminars, events & competitions
 Local community PR
 People of influence and Educational Opportunities
20
PRACTICAL EXERCISE
 Using the basis of the Communications Plan and using the
format provided, draft out a plan for the challenge on the
form, working in Groups.
PEPS 2 2nd February 2013
22