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

sarah.hackaj@gmail.com

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

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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

What does good PR achieve?

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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

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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 potential issues could you be facing?

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The Action Plan

General PR Activities

Leaflets, posters, fliers, postcards, newsletters, exhibitions etc.

Virtual Tools

Websites, Email, Email Signatures

The Media

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Planning Your Publications/ActivitiesGoal

Contents

Messages

Audience

Tone

Style

Languages

Quantity

Timing

Distribution

Venue

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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

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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

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Conclusion

Good Luck!

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Working with the Media

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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

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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

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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

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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

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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

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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?

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Other Methods of Press Communication

Press Briefings

Press Conferences

Media Visits/Photo Opportunities

Interviews

Editorials/Features

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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

Media Management within your organisation

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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

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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

Why do we need to work with Europe?