050302 Public Relations

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PUBLIC RELATIONS


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THE ROLE OF PUBLIC RELATIONS

PRNarrows andmanages the

perception gap

INTEGRATION

Internal External

EDUCATION Tell themwhat they

dontKnow

AWARENESSBuild

credibility andawareness for the

NWWand to educate

at the same time.

LEVERAGEEnsure

amplification ofall activities

and acampaign

that lives

EXPERIENCEReach out and

touch the targetaudience for

lasting impact.

REPUTATION MANAGEMENT


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DWAF

National Water Week

Credibility Deliver on the

Promise

Profile

PUBLIC RELATIONS STRATEGIC APPROACH

ReoA

sn Ma

A

n

R

eoP

cRao

phoh

mpg

Relationship BuildingStakeholder Communication

Partnerships Participation

Public Awareness& Education

MobilisationCall 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


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PUBLIC RELATIONS: CAMPAIGN ELEMENTS

The public relations campaign consists of the following elements:

Stakeholder & Advocacy Campaign

National Outreach Campaign

Media Editorial Campaign


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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 commitmentto 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


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NATIONAL OUTREACH: EXHIBITION / DISPLAY

Shopping centres

Two promoters per stand

90,000 leaflets

Stands designed tocommunicate ways to savewater

Buckets demonstrating howmuch water can be savedwith a few easy methods

Key Message conveyed

as public passes the threedifferent sections of thedisplay


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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.


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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.


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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.


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NATIONAL OUTREACH: COMMUNTANET CAMPAIGN

Interactive Taxi Rank Promotions

Major Taxi Ranks/Portable Gazebos 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 taxi77 of SAs commuters use taxis as preferred mode of transport

70% fall into LSM 3,4,5,6 / 8 7% are between ages 16-49Reach outside of your traditional media footprint

Flightings from 5 in the morning till 8 at night / SABC link

A d d e d V al u e

L e v er a g e O p p or t uni t i e s

/

Cr e d i b i l i t yf a c t or


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COMMUNITY OUTREACH: GAZEBOS

Number of Gazebos Nationally: 30 Reach: 5 218 000

Material: Trained Promoters, leaflets, posters,

t-shirts & caps (competition)


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COMMUNITY OUTREACH: TRAILERS

24 National Stage Trailer Promotions.Material: Trained Promoters, leaflets, branded stage trailers,

t-shirts & caps (competition)


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COMMUNITY OUTREACH: COMMUNITY RADIO

Province Number of Stations Total Listnership

Northern Cape 3 148 000

Free State 4 247 000

Western Cape 5 476 000

Gauteng 5 447 000

KwaZulu Natal 4 222 000

Mpumalanga 3 311 000

North West 3 536 000

Northern Province 4 65 000

Eastern Cape 4 311 000

TOTALS 35 2 763 000

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.


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MEDIA CAMPAIGN

The media campaign is possibly one of the most important parts of this campaign asthis will drive key messages and ultimately build the credibility of the campaign andof 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 opportunitiesRadio:

- Interview schedules- News coverage around announcements and eventsTelevision- 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)

Ministers Diary leverage of programme through all media channels


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CAMPAIGN ROLL-OUT

Campaign Elements Jan Feb BeginMarch

March15 -20

March22-27

EndMarch

April

ATL (Radio)

ATL (Print)

Advocacy & Partnership Campaign

National Outreach: Gazebos

National Outreach: Trailers

National Outreach: Community Radio

National Outreach: Commuter FM

Media Campaign (Editorial)

Monitoring/ Evaluation


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Water for LifeNational Water Week

21 27 March 2005

THANK YOU

Documents

050302 Public Relations