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An Introduction to Public Relations
Awareness Raising – Maximising the impact of your project
Media Relations – Effective Communication with the Media
Sarah Hackaj
Public Relations Expert for Economic Development
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
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
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
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
What does good PR achieve?
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
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
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Developing the Perfect PR Strategy
What is your overall goal?
What are your aims and objectives?
Who are your target audience?
What potential issues could you be facing?
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
The Action Plan
General PR Activities
Leaflets, posters, fliers, postcards, newsletters, exhibitions etc.
Virtual Tools
Websites, Email, Email Signatures
The Media
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Planning Your Publications/ActivitiesGoal
Contents
Messages
Audience
Tone
Style
Languages
Quantity
Timing
Distribution
Venue
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Organisational Checklist
Item Responsible Cost Deadline Progress
Write copy Martin None 10th Sept Underway
Prepare Design
Cynthia None 12th Sept
Proof Read Jason None 15th Sept
Print Andrew €500 17th Sept
Distribute Martin None 20th Sept
Activity: Leaflet
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Evaluation
Was your project a success?
Measures of Success:
Questionnaire for participants
Event Attendance
Web visits and downloads
Distribution Statistics
Media Monitoring
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Conclusion
Good Luck!
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Working with the Media
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Who are the Media?
Local Newspapers, Regional Newspapers, National Newspapers, International Newspapers, Magazines, Journals, Special Interest Publications
Local Radio, National Radio
Local TV, National TV, International TV
Internet
Print Press
Broadcast Media - Radio
Broadcast Media - Television
New Media
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
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
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
The importance of good media relationsMedia 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
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Know your MediaGet 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
Be aware of who the reporters are and get to know them
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Methods to Communicate with the Media
Press Releases
Press Briefings
Press Conferences
Interviews
Feature Articles
Photo Opportunities
Media Tour
Opinion Editorials
Exclusive Interviews
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Press Releases
Basic contents: Who? What? Where? When? Why?
Basic Presentation: One side of paper; one clear font; date of issue; source; contact details; logo
Why are you putting out a Press Release?
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Other Methods of Press Communication
Press Briefings
Press Conferences
Media Visits/Photo Opportunities
Interviews
Editorials/Features
AER Summer School, Romania, 2006
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
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
Media Management within your organisation
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
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
Internal Briefings
Public Relations in Practice - Public Relations in Practice - Public Relations in Practice - Public Relations in Practice
AER Summer School, Romania, 2006
Developing Your Message
Justify your attendance at the AER Summer School
Justify your office in Brussels
Justify your spend on travel to EU countries
Why do we need to work with Europe?