European Union Delegation to the Russian Federation Efficient communications: strategy and tactics...

European Union Delegation to the Russian Federation

Efficient communications: strategy and tactics

Efficient Communications:

Strategy & Tactics

Institution Building Partnership Programme



What are communication objectives?

• To inform the society

• To attract attention to the problem

• To form a favorable attitude

• To initiate the activity

• To attract additional resources (material and labor)

• To receive public support, to overcome obstacles while implementing the

project

• To show achievements and success

• To tell of further plans



What is to be done first? – Communication strategy

First of all it is necessary to define:

• Aims of communication activity – Why? What for?

• Key messages – What do we want to say?

• Target audiences – Whom?

• Communication channels – special events (presentations, conferences, round tables, seminars, actions, exhibitions etc.), media, Internet (web-site)



Who are target audiences?

• Media

• Partners

• Sponsors

• Government officials

• General public



Types of communication activity - Tactics

• Regular coverage of the news of the organization/project

• Internet (web-site) (updating information / news on the web-site, special promotion programs in Internet)

• Regular distribution of press releases

• Organization of comments

• Organization of events for the press

• Joint projects with mass media (securing endorsement of a media as an information partner)

• Organization of special events (conferences, round tables, seminars, actions, exhibitions etc.)



What is a newsbreak?

A newsbreak is socially important information

on the activity of the organization

Newsbreaks for social projects may include:• Information on the project start• Results of the activity for a certain period (6 months, year, etc.)• Announcement of results of an act / campaign• Discussion on the project plans• Other news items covering important project milestones • Comments of the company spokesmen on socially important events

and matters



How can one strengthen the impact of a newsbreak?

• By securing endorsement of a well-known organization or a prominent newsmaker

• By creative approach: concept and scenario of the event, news / information delivery, emotional component – visuals (creative information materials / brochures, photo- and video materials etc.)

• By evaluating the impact of the news you wish to divulge, adding the stress, if necessary

• By properly choosing the place for an event



One of the main channels to bring the information to the target audience (TA)

is that of the mass media



Mass media variety today

Electronic

• (TV, radio, Internet)

SPECIALISED

• Professional

• Branch-wise (trade)

• Thematic

Printed

• (newspapers, magazines,digests)

UNIVERSAL

• General interest

• Economic

• Business

• Popular

• Tabloids

• Lifestyle



Key to success in media relations is understanding journalists and their needs

A journalist is neither a friend nor a foe. He is a person doing his job, which is gathering information and bringing it to his audience

You do not need to make friends with the journalist or to try to convince him of something. You are to use him to communicate your key messages



What are the journalists interested in?

• Facts

• Figures

• Bright success stories

• Information from direct participants in the events

• Points of view of prominent persons, opinion leaders

• Emotional attitude



First step of the communication work is to prepare information materials

• Fact sheet on the project / organization

• Background of the organization

• Press-kit (press clipping on the project/company, press-releases)

• Biographies of top managers

• List of difficult questions and answers (Q&A)

• Web-site



Formats of events

BRIEFING

• Regular event for the press, discussion of “hot” news• Number of participants: not restricted• Duration: 30-40 minutes (brief introductory speech, more time left for Q&A session)

PRESS-CONFERENCE

• Important newsbreak is necessary• Number of participants: 20 to 100–150 persons• Duration: 60-80 minutes• Precise and detailed scenario, strict regulations

PRESS LUNCH

SPECIAL EVENTS

JOINT PROJECTS WITH

MEDIA

• Small-scale event, usually a round-table discussion• Number of participants: up to 20 persons• No strict regulations• Lengthy informal dialogue

• Securing media endorsement as an information partner

• Presentations, conferences, round tables etc. • Participants: partners, media, officials etc.• Creative approach to the concept and scenario of the event, information / news delivery,

visuals etc.



Before an event – Fears and concerns

• Empty hall – no press have arrived

• Any questions asked but those on the topic of the press conference

• Everything went smoothly enough, but no publications followed

• Everything went smoothly enough, but the publications are not at all what you expected

• There were constant noises in the hall, the sound and light would switch off at the worst possible moments

• There are undesirable persons trying to gain access to the press conference



Information preparation for the eventEvent ideology

«PACKING» THE NEWSBREAK, INTERPRETATION OF THE

EVENT

• Relevance

• Importance for the public

• Uniqueness, «first time…»

Mass media monitoring,

interaction with journalists

(follow-up)

APPRAISING THE INFORMATION RISKS

• Sensitive issues



Event scenario development

• Properly allocate the parts to be played by the speakers (stage the event)

• Bright «picture» (visuals)

• Train the speakers («dress rehearsal»)



Information preparation for the event

ANNOUNCEMENT

COVER SHEET

PRESS RELEASE

PRESS MATERIALS

• Volume: not more than 1 page• Detailed address and date lines• Time limits and possibilities for accreditation (e-mail, phone/fax, contact person)• Date, time, place, event (only the essence), newsmakers, «picture»

• Topic of the event• Speakers of the event (names, titles)

• Volume: 1-2 pages• Clear and lucid language• «Pyramid» structure• The beginning and end of the press release are interconnected

(form a «ring»)• Quotation

• Organization background• Biographies of the speakers• Photos• All file materials on electronic media (CD)



Press release

Information preparation for the event

Title • Brief clear formulation of a main content of a press

release

“Pyramid structure” (main information is followed by details) • Lead – the main idea of a press release. Includes the

answer on the questions Who? or What?, consists of 2-3 sentences

• Main body – detailed information on the project / event including comments of a project leader / partner / opinion leader

Boiler-plate• Brief information on the project / company, link to a

web-site, contact person (position, telephone, e-mail)



Organizational preparation of an event

• Morning is always better for the press conference than evening. 1 p.m. is critical time for any press conference

• The journalist digs for information, that is why he always carefully studies his mail (faxes, e-mails, etc.). Be sure the information is actually received by the addressee

• Announcement placed on the news tickers of information agencies

• News lives but one day

• Attention to fine points (light, sound, “route for the journalists”, place for TV, security measures, newsmakers’ room)



Mauvais ton

• Refuse accreditation at the press conference to a publication known for its critical attitude to the company

• Distribute questions among the journalists to be asked at the press conference

• Phone the editors’ office after the press conference to insist on publications

• Set oneself against the press saying, for instance: «Well, you journalists see a dirty pool everywhere», «The only thing you are looking for are scandals», etc.

• Comment on articles you dislike

• Hold lavish parties after a press conference with hard drinks

• Give expensive presents to the journalists

• NEVER PAY TO THE JOURNALIST!



Please contact us:

EU-Russia Cooperation Programme Press&Information

Anastasia Zelenko

Tel.: +7 495 721 20 00 / 41Fax: +7 495 721 20 20

E-mail: [email protected]

http://ec.europa.eu/europeaid/work/visibility/documents/communication_and_visibility_manual_en.pdf

European Union Delegation to the Russian Federation Efficient communications: strategy and tactics...

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