Public Relations and Media Relations

Sonny Barber, IEEE Corporate Communications

POCO – Prague – July 18, 2009

Who am I?

Member of IEEE Corporate Communications Team15 years with IEEE; 37 years in Public RelationsExperience in range of Public Relations activities

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Using Public Relations & Media Relations

Public Relations, Media Relations DefinedUsing PR (and MR) For Your ConferenceMore Support for Your Conference: IEEE Public Visibility Initiative; IEEE 125th AnniversaryBrand IdentityPublic/Media Relations In A Crisis

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Public Relations

Builds relationships with “publics”Often confused with advertising– Advertising controls messages/media

through paid placement

Informs, educates, persuades to action

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Media Relations

A Subset of PRCommunicating through a journalistProvides credibility that other forms of communications cannot match

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Using Public Relations & Media Relations For Your Conference

Tell Your Conference “Story”Tell Your “Story” In As Many Places As PossibleUse Web site to AttractAttendees and the Media

MORE at the Breakout!!Apr 10, 20236

More Support for Your Conference: IEEE Public Visibility Initiative

5-year public relations program to– Raise IEEE’s visibility; create

global “voice”– Increase public understanding of

how engineering, computing & technology benefit humanity

– Position IEEE as the world’s trusted source

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More Support for Your Conference: Public Visibility Initiative

Raising awareness of IEEE supports all IEEE marketing and promotion activities– Creates positive environment for other

PR, marketing/advertising messages

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Public Visibility Highlights – 2009 mid-yearGlobal PR Campaign – 334 stories

in media in 10 targeted countries573 Global Technical Experts ID’d60% increase in interviews yr-over-

yr Interviews: BBC TV, Wall Street

Journal, Investors Business Daily, CTO (China), EE Times (India), Network World (US), among others.

Public Visibility Highlights – 2009 mid-year Revamped

Newsroom to better serve public and journalists

Public Visibility – ‘09 Tech Topics

Consumer Electronics & GamingConsumer Electronics & Gaming

Sustainable Energy/WorldSustainable Energy/World

Global Security Activities Global Security Activities

International Space ProgramsInternational Space Programs

Education & Engineering Education & Engineering InnovationInnovation

Global Healthcare InitiativesGlobal Healthcare Initiatives

More PV: “IEEE -- One Voice” Video

Individuals in the video are all IEEE membersConveys pride to be part of IEEEAudience – Technology CommunityOne Voice Website:

www.ieee.org/go/brand_videos

– Downloads and information

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“IEEE -- One Voice” Video

Four messages:– IEEE single “Voice” for

Engineering, Computing & Technological Innovation

– Advancing innovation and technological excellence

– Engineering a Better Tomorrow– Inspiring Innovation for a Global

Community

Public Visibility--Moving ForwardTop-Tier Media Focus– Local Markets Across 10 Targeted

Countries– Relationship Building with Journalists

Thought Leadership Positioning– Positioning IEEE as Thought Leader on

Prominent Issues

Social Media– Social Media Pilot: Sustainable

Energy/Smart Grid– Online dialogue monitoring of blogs

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IEEE: Celebrating 125 Years

IEEE: Celebrating 125 YearsWhat Does Success Look Like?

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• 200 + attend media event• 200 submit competition entries • 2,000 attend in Munich, Austin and Boston• 180 members post local events on anniversary calendar• 57,000 visit 125th web site•15,000 Flickr visitors view more than 250 anniversary photos•5,500 sign on as friends of IEEE 125th Anniversary on Facebook• 1136 articles mention 125th

IEEE President’s Change the World Competition: Top Prize Winners

Student Humanitarians SupremeDrew Hall & Richard Gaster $US 10,000Stanford University, California, USA Project Title: NanoLab

Distinguished Student HumanitariansKartik Kulkarni & team of 18 $US 5,000B.V.Bhoomaraddi College of Eng and Tech, IndiaProject Title: Electronic Aids for Handicapped Children

Exceptional Student HumanitariansKevin McGarvey & team of 4 $US 2,500Rowan University, New Jersey, USAProject Title: Engineering Innovators without Borders

All top team members and six other prize winners listed on the web www.ieee125.org Students from India, Nigeria, UK, USA

Media Events

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Media Roundtable

7 speakers &50 reporters

Engineering the Future Day Media Campaign

20 Radio Interviews and 270 articles

Update on IEEE Anniversary EventsMunich, Germany 27 April 09

Keynote Speakers:Martin Zeil,

Bavarian State Secretary of Economic Affairs, Infrastructure, Transport and Technology

Felicitas Pauss, coordinator for external relations, CERN

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Update on IEEE Anniversary EventsAustin, Texas USA 30 April 09

Apr 10, 202320

Event:3rd Annual Brain Party and

Tech FairCelebrating our

anniversary and thanking local engineers for their contributions

Partnered with:Austin Goodwill Center

and Computer Museum & Recycling Center

Austin Chamber of Commerce

Update on IEEE Anniversary EventsBoston, MA, USA 11 May 09

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Keynote Speaker:

William Kiczuk, Technical Director - Raytheon Integrated Defense Systems and Director - Strategic Architecture

Held in conjunction with the 2009 IEEE International Conference on Technologies for Homeland Security (HST)

Upcoming IEEE Anniversary Events29 Aug Bangalore, India– Speakers: Dr. APJ Abdul Kalam(former President of

India & Aeronautical Engineer)

16 Sept San Jose, CA, USA– Speakers: Vint Cerf/Google & TJ Rogers/Cypress

22 Sept Beijing, China– Speakers: TBD Chinese Academy of Science/Microsoft

6 Oct London, UK– Speakers: Chris Toumazou/Imperial College London

and Dame Wendy Hall/University of Southampton, UK

23 Oct Tokyo, Japan– Speaker: Dr. Mamour Mohri/JAXA Astronaut

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Brand Identity Guidelines

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Goal: stronger, more consistent, unified visual presentation of the IEEE brandVisual Identity Guidelines 125th Anniversary Mark Guidelines Visual Identity Guidelines Quick Reference Guides Web Guidelines Use of the letters I-E-E-E

www.ieee.org/go/brand

Today’s key messages

Numerous opportunities to build relationships with your specific publicsBuild relationships with the media that cover your technologiesCorporate PR efforts help youReport a crisis to Technical Activities so we can help you manage the communications

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Public Relations and Media Relations

Thank you!