1. DA010 - Professional Diploma in Public Relations - COMM6005EPPublic Relations Presentation and Communication Skills (2011/10) Lecture 1Scope of PR PresentationDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only

2. Table of Content Course administration Types of PR presentations Setting presentation objectives Strategy in preparing, developing and deliveryPR presentations Understanding your audience and choosingmessage and communications medium Tutorial: Group exercise in setting objectives andidentifying PR presentation strategies 3. About me 4. Your Turn Its time for me to get to know you Whats your name? Whats your job? Have you managed events before? If yes, what are they? 5. Course ScheduleSession / Course OutlineDate7 SeptCourse administration7-10pmScope of PR presentations14 Sept Profession image of a PR practitioner7-10pm21 Sept Oral presentation skills7-10pm28 Sept What makes face-to-face presentations effective7-10pm12 OctIndividual presentations7-10pm 6. Course ScheduleSession / Course OutlineDate19 OctEffective interview skills7-10pm26 OctTools for presentations7-10pm2 Nov Presentation and planning PR presentations7-10pm9 Nov Delivering the PR presentations7-10pm16 NovIndividual presentations7-10pmReview session23 NovExam 7. Types of PR Presentations Lets look at what kind of events thatrequires presentation to your targetaudience There is a difference between PRpractitioners and media spokespersonsClass discussion:Class discussion:Whats the difference Whats the differencebetween a media between a mediaspokesperson and a brand spokesperson and a brandambassador? ambassador? 8. Press conference As a PR practitioner, what do you have toprepare? MC script Speech for the spokes person(s) Q&A sheetClass discussion:Class discussion:If the PR practitioner has If the PR practitioner hasprepared everything, what is prepared everything, what isthe role of the spokesperson? the role of the spokesperson? 9. Media Spokesperson Two types of spokespersons1) In house: They are usually the organizationsChairman, CEO, Head of CorporateCommunications or Specialist Class discussion: Class discussion: What sort of jobs would beWhat sort of jobs would be considered a specialist?considered a specialist? Under what circumstancesUnder what circumstances would they be approached bywould they be approached by media?media? 10. Brand Spokesperson2) External: They are hired by theorganization to act as ambassador to thebrand. They are usually artists, sport stars,models, or radio hosts Class discussion: Class discussion: What kind of PRWhat kind of PR presentation wouldpresentation would these type of mediathese type of media spokespersons deliver?spokespersons deliver? 11. Other PR eventsOther dedicated press activities Media briefing Media reception TV, radio and telephone interview Media visitsClass discussion:Class discussion:Can you think Can you thinkGeneral PR activities of some of some Basically, any external common commonevents fall under thisexamples? examples?category 12. Setting objectives Every PR event should have at least oneobjective, which should be derived fromthe corporate business plan Some event must be held in accordance torules and regulations, yet compliance initself may be a very good reasonClass discussion:Class discussion:What kind of companies would What kind of companies wouldhold compliance related hold compliance relatedevents? What are they? events? What are they? 13. Setting objectives PR practitioners tend to focus on mediarelations in their objectives But remember, media relations is one partof public relations. Lets not forget the restof your stakeholders.Class discussion:Class discussion:What are the PR What are the PRobjective(s) of a listed objective(s) of a listedcompanys AGM? companys AGM? 14. Setting objectives case 1 President Aquino III might have been verysincere in delivering his message ofcondolence to the victims families. What do you think his objectiveswere, and whether you thinkhe was able to achieve them? 15. Setting objectives case 2 Most people would choose to stay lowprofile after being charged by ICAC, butStephen Chan did the contrary. What washis objective in the press conference? 16. Strategy PR presentations Preparation its just like marketing:based on the 5W Concept Who What When Where Why (sometimes referred to How) 17. Who Identification of your target audiencedetermines your communication medium 18. Who Group Discussion Post 80s young people Mainland consumers Wedding couples Pregnant Mothers Chairmen and CEOs 19. When Timing is everything. The time of day, the day ofweek and the season of the year are all relevant. What are the elements to be considered? Your targeted journalists schedule Are there major events they must attend during theyear so your releases are less likely to be picked up? What are their deadlines? You should work towardssetting a deadline for yourself so you can deliver yourstories before their deadlines Do they have desk research habits? What time of theday are they likely to be behind their desks and willingto answer telephone calls? 20. When Know your journalists ethnic, and religiousreligious background Christmas Chinese New Year Happy Diwali (Indian) Ramadan (Islamic) Thanks giving & 4th July (America) Siesta (Spanish speaking countries) Sometimes, FIFA World Cup can be a factor Very difficult to get journalists to answer 21. When 1 Quiz 34 2 5 67 22. When Major Events World Expo World Cup Olympics 23. Where (for PC) Venues class Class: Class: Size and equipmentWill the attractiveness Will the attractivenessof venue affect the of venue affect theturn out rate of Location turn out rate oftargeted media? targeted media? Suitability of facilities Accessibility Public transport Loading and unloading area (for video crew) 24. Where - Accessibility 25. What The content of your release or PC What is the purpose of releasing the news? What are your consideration in deciding howto communicate with media? Whats in it for the press? Whats in it for you?Remember, you are in competition with other sources of news forpress time. Do not proceed to plan for a PC unless you are convinced that you have a good story to tell 26. Why (or How) Sometimes, this is not a relevant question.You just know that you have to do arelease or a press conference.Class: Class:Think of occasions Think of occasions Other times, you need where you must where you musthold a pressto think of why journalistshold a pressconference? conference?will carry your story, andquite often, you have to think of how toget medias interest 27. Know your audience Remember the Wenzhou train accident? Clearly, the spokesperson was notprepared at all. He does not even knowwho he is talking to. 28. Know your subject The MTR knows the problems they arehaving can be quite technical. In most oftheir presentations, they have illustrationsto educate the media. 29. Know your medium If you are on TV, the preparation work maybe different from radio, or telephoneinterview. Class:Class: What are the differenceWhat are the difference for PR practitioner andfor PR practitioner and for the mediafor the media spokesperson?spokesperson? 30. Know your editors TV News With 17 minutes of news over lunch, 25minutes at 6:30pm, and 15 minutes at latenews, each piece of news only gets 1 to 2minutes maximum. Subtracting the TV hosts background report,there is at most 30 seconds to show what yousay during the interview. TV news editors are looking for Sound Bite 31. Know your editors Radio News every half hour for about 3 minutes Unless your sound bite is very important, radiodont really broadcast interview recordings But radio have all kinds of talk shows, and yourvoice recording may be recycled in other program Remember there is no visual aid in radio, soprepare your presentation in a way that theaudience can understand the content by justlistening 32. Know your editors Telephone interviews (tips) Editors need news and stories, but you wantyour message communicated in a certain way.They may not always synchronize. If you have a PR firm, always use it to vet theeditors interview request If not, you should ask for a list of questions (orat least a range of topics) Remember, your voice is recorded on theother end. Be careful on what you say. 33. Group Exercise 1Michael Jacksons Death 34. Group Exercise 1 Michael Jackson just found dead. You arethe publicist representing AEG. Reportersare calling for updates and news, but youhave not got anything that you can tell thepublic yet, but you know you have to dosome kind of media release within a veryshort period of time. What kind ofpresentation would you do? 35. Group Exercise 2New Pandas for Ocean Park 36. Group Exercise 2 The central government is sending yetanother pair of pandas to Ocean Park.Given that panda is nothing new to HongKong, but you do have the responsibility togenerate a lot of publicity, what kind ofpresentation would you do? 37. Group Exercise 3City Forum () 38. Group Exercise 3 Suppose you are the spokesperson for apolitical party, and you have been invitedto the City Forum () to commenton the right of abode for domestic helpers. What kind of preparation will you do beforeshowing up in Victoria Park? 39. Group Exercise 4 Adult Expo 40. Group Exercise 4 The Adult Expo is celebrating its 5th yearin Macao Your target visitors are mainly from HKand Southern China. As the MarComm manager of theorganizer Vertical Expo, what kind of PRpresentation would you do in announcingthis expo?