Rotary International District 1260
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Transcript Rotary International District 1260
Media Day
th
October 18 2014
Media Day October 18th 2014
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IMPROVING PR PRACTICE
An introduction by
Rtn Gerald R Peacock DipCIPR
District PR Coordinator
Based on the guide prepared by
PDG Charles Chaney MCIM
Chartered Marketer
Media Day October 18th 2014
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PR PRACTICE
Public Relations is about reputation – the result of what
you do, what you say and what others say about you.
Public Relations is the discipline which looks after
reputation - with the aim of earning understanding and
support, and influencing opinion and behaviour. (CIPR UK)
Creating your own PR/Marketing
opportunities
Appoint an event/function manager
Obtain sponsorship for an event or charity
Gain entry/space for a major function/event
Celebrate a special anniversary i.e. Rotary Day
See full list in the Marketing Guide
MARKETING AND PR OF ROTARY
ACHIEVED BY:
Word of Mouth
Press Publicity
Radio and TV interviews and news stories
Website, Twitter and Facebook
See full list in Marketing Guide
ACTION! ACTION! ACTION!
Be accurate
Punchy/Deliberate
Honest (announce facts)
Emphasise Rotary ideals
Get straight to the point
Don’t waffle
Research and plan your approach
RAISING YOUR CLUB AND
ROTARY’S PROFILE
Examine member activity and available materials
Evaluate local market acceptance of Rotary
Look at competition ie Lions, Round Table etc
Identify new opportunities in the community area
Identify realistic prospects for membership
See full list in the marketing guide
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How?
How is this set up and how is it done?
A COMMUNICATIONS PROGRAMME NEEDS TO BE
PLANNED
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COMMUNICATIONS
PROGRAMME/PLAN
WHY are we doing this? OBJECTIVES
WHO are we intending to influence? TARGET PUBLICS
HOW do we achieve the objectives? STRATEGY
WHAT do we propose to implement Strategy? ACTION
PLAN
WHEN do we propose to act? TIME SCHEDULE
HOW MUCH will it cost? BUDGET
HOW EFFECTIVE was the programme? EVALUATION
COMMUNICATIONS PLAN OBJECTIVES
Why are we doing this?
What do we want to achieve?
Suggestions
See full lists in the Marketing Guide
COMMUNICATIONS PLANTARGET PUBLICS
Who are we intending to influence?
Who awe really trying to reach?
Suggestions
See full lists in the Marketing Guide
COMMUNICATIONS PLAN –
STRATEGY
How are we going to tackle the problem?
Suggestions of our actions
See full lists in the Marketing Guide
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COMMUNICATIONS PLAN –
ACTION PLAN
Laying down the details of the strategy
Details of the message we are trying to communicate
Any suggestions?
See full lists in the Marketing Guide
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COMMUNICATIONS PLAN –
TIME SCHEDULE
What do you suggest is needed to be firmed up?
Any other suggestions
See full lists in the Marketing Guide
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COMMUNICATIONS PLAN –
BUDGET
Just money?
Other Suggestions
See full lists in the marketing guide
PR AMBASSADORS
Senior Rotarians being seen and heard in the right places
Every member of your club/district taking pride in acting
as a PR Ambassador….
Engender confidence, enthusiasm and commitment
Encourage
Find a Patron
See full list in the Marketing Guide
COMMUNICATIONS PLAN –
EVALUATION
Set specific objectives
Agree quantiative measures against these objectives
Agree qualitative measures of effectiveness
Periodically review and revise programme in line with
evaluation
See full list in the Marketing Guide
CHECK LISTS AVAILABLE
Profile raising
Corporate identity
Media Relations inc. ideas for PR Releases
Presentation Material
Press Releases inc. ‘Top Ten Essentials’
Exhibitions,conferences, seminars, events & competitions
Local community PR
People of influence and Educational Opportunities
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PRACTICAL EXERCISE
Using the basis of the Communications Plan and using the
format provided, draft out a plan for the challenge on the
form, working in Groups.
PEPS 2 2nd February 2013
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