Managing Public Relations a Communications Strategy
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Transcript of Managing Public Relations a Communications Strategy
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Managing Public Relationsa
Communications Strategy
Scout Association of IrelandScout Association of Ireland
Annual Conference 1999Annual Conference 1999
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2nd Management Planning Day2nd Management Planning DayIMAGEIMAGE
• What is our Image?
• How do the media view us?
• How do the community view us?
• How do young people view us?
• Do we know what our image is?
• Do we care about image?
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2nd Management Planning Day2nd Management Planning DayIMAGEIMAGE
What is our image?
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2nd Management Planning Day2nd Management Planning DayIMAGEIMAGE
Workplan for Image Priority
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Workplan for Image PriorityWorkplan for Image Priority
Public RelationsPublic Relations• Neckerchief - minimum uniform
• Local PR best, but not enough.
• National image required.
• Sponsorship.
• Sell ourselves!
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Workplan for Image PriorityWorkplan for Image PriorityPublic RelationsPublic Relations
• National PR Forum.
• In-house expertise.
• Professional Expertise.
• Teenage Advisory Committee
oror
oror
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STRATEGYSTRATEGY
NATIONAL
Create a Dynamic New Structure
Develop and ImplementCommunications
Strategy
LOCAL
Incorporate PR into Group and District
Management
Appoint PR officersand begin and maintain
PR Programmes
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Discussion PointsDiscussion PointsNATIONALNATIONAL
National Communications Team
National Director of Communications
Report To Management Committee
Liaison With Chief Officer and Chief Commissioner
Communications Steering Committee
Scout Communications Council
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NATIONAL COMMUNICATIONS TEAM
Develop Image, Identity, PR Strategy
Implement General PR Strategy
Input To Magazine Editorial Board
PR and Promotions Unit for Shop
Sponsorship Unit - Policy, Implementation, Reward
Develop Crisis Management Plan
SAI / CSI Media Policy
Discussion points ...Discussion points ...
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Discussion points ...Discussion points ...
COMMUNICATIONS STEERING COMMITTEE
Quarterly Meetings - Minimum
National Office
National Teams
District Commissioner Representation
Group Leader Representation
Scout Communications Council Representation
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Discussion points ...Discussion points ...
THE WAY FORWARD
Put Communications Structure In Place
National PR Forum
Define Image and Identity
Define Communications Objectives
Implement PR Programme
Ongoing Steering Committee Review
National Conference Defines Policy
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Discussion points ...Discussion points ...
… The Way Forward
Actively Promote Scouting
Local and Regional PR Structures
Appoint Group PR Officers
Appoint District Teams
Coordinate Media and PR Promotions
Feedback to District Steering Committee Representative
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The MediaThe Media
• Provincial Press
• Local Press
• Regional Radio Stations
• Community Publications and Local Directories
• Community Websites
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• Provide Points of Contact
• Supply General Background Information
• Arrange ‘Familiarity’ Visits
• Involve
• Open Lines Of Communication
• Media In Activities
MANAGE THE MESSAGEMANAGE THE MESSAGE
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Managing the MessageManaging the Message
• WHO?
• WHAT? • WHEN?
• WHERE? • WHY?
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MANAGE THE MESSAGEMANAGE THE MESSAGE
Identify and Promote the ‘News’ Angle
Promote ‘Feature’ Possibilities For All Media
Create Photo Opportunities
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The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999
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The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999
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The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999
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The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999
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The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999
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The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999
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Manage the MessageManage the Message
• Be Proactive
• Create Opportunities - Explore Possibilities
• Identify and Avoid Potential Pitfalls
• Maximise Benefit
• Refer Policy Items to National Team
• Seek advice on Press Releases & Statements
• Control Image at all times
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Managing Public Relationsa
Communications Strategy
www.iol.ie/~saiwww.iol.ie/~sai
Is available at