Public Relations Team Training

Welcome to

DTS

2013-14

What to Expect from the Session?-

Introduction to PR – Rotaract PR Vision

PR and Innovation

Guidelines

Media Relationships

Moving from PR to Strategic Relations

Rotaract PR Vision-

- To establish Rotaract Movement as the leading

voluntary youth organization

- To establish Rotaract Movement a brand as

synonymous to theYOUTH.

What according to YOU is

Public Relations?

Introduction to PR

What is ( Public Relations) PR?

The practice of creating, promoting and maintaining goodwill,

mutual understanding and a favourable image among the

key public towards an institution, organisation or public body

Introduction to PR

PR and Innovation:

• Getting Attention

• Shock effect

• Larger than life

Improve Everywhere

(Time Standing Still)

http://www.youtube.com/watch?v=8GfrfDmXDb0&featur

e=player_embedded

http://www.youtube.com/watch?v=qnubtq25H-

k&feature=player_embedded

•The video above shows the Vancouver Freeze at the Vancouver Art

Gallery on February 23rd, 2008. Over 100 people participated.

•Since it was posted on January 31, 2008, the video has received

9,360,445 views on You Tube alone.

Improve Everywhere causes scenes

of chaos and joy in public places.

Created in August of 2001 by

Charlie Todd, Improve

Everywhere has executed over 100

missions involving tens of

thousands of undercover agents.

The group is based in New York City.

Earth Hour

Earth Hour started off in 2007 with 2.2 million people

turning off all their non essential lights in Sydney,

Australia. A year later and this event had captured a global

audience with up to 50 million people across 35 countries

participating. Famous landmarks such as the Golden Gate

Bridge in San Francisco and Rome’s Coliseum all plunged

into darkness as the world joined together to raise

awareness of climate change issues.

Greenpeace Campaign

“What Would Lincoln Say?”

In July 2009, eleven Greenpeace activists climbed on tothe Mount Rushmore memorial in South Dakota tounfurl a large banner with a picture of President Obamato highlight climate change. The banner read ‘AmericaHonors Leaders, Not Politicians. Stop Global Warning’.The stunt’s timing coincided with the G8 meeting ofleaders that was being held in Italy.

Pedestrian Safety Ad in Brazil

Wickipedia defines Shock Advertising as “a form of

advertising where social or moral boundaries are pushed in

order to create buzz and controversy. It depends on the

mantra “there’s no such thing as bad publicity.” In the

above example from the Brazil government, you can see that

the definition of shock advertising is embraced.

PETA slaughters humans

PETA has decided to alienate

their target market,

humans. Their latest ad

features slaughtered humans

in order to draw out their

feelings about humans

slaughtering animals.

NO Smoking campaign

There are more lives being thrown away by

smoking every month than there are garbage

cans in New York City. To illustrate that point,

the Truth campaign dumped fake body parts

into dozens of garbage cans throughout

NYC. On each garbage can was a little label

that informed users about the cause.

Olympic Torch

The Olympic Torch Relay:

The IOC’s world famous Torch

Relay, has been executed in the

months before the Winter and

Summer Games since 1936. The

legendary stunt has generated

mass publicity for the Olympics,

athletes, and sponsors .

Beckham got Hair

The world’s No.1 celebrity footballer David Beckham has always played to the gallery. When not stepping out in sari or allowing the reality TV cameras into his home he keeps himself busy by unveiling new haircuts. Timing has always been his forte – the reveals are usually made just before key games and tournaments to ensure that the media lens is firmly pointed in his direction.

Govt. and NGO’s

Society

Media/Sponsors Other Clubs

Parent Rotary

District

Club Members

Stakeholders

Introduction to PR

- The most economical way by far to reach mass audiences.

- Creates awareness and a favorable image for your club.

- Develops a stronger, more controlled image for your club.

- Creates the perception that the club is active, "on themove“.

- Makes your life easy when you approach for sponsorships.

- A Brand Custodian

- A Brand Ambassador

- A Representative of Club internally and externally

- A Spokesperson

- A Liaison Officer for Club

- The Face of the club.

Introduction to PR

What are the Roles and Activities of Club PRO?- Writing and distributing Press Release to related media.

- Assuring regular Media Coverage.

- Preparing and supervising the production of letterheads,publicity brochures, handouts, direct mail leaflets,promotional videos, photographs, films and multimediaprogrammes in cooperation with Editors.

- Ensuring that the Club website is updated regularly by theWeb CommTeam.

- Helping the FinanceTeam to raise funds for projects.

- Image Management in crisis!

Introduction to PR Guidelines

- Rotaract Dist 3140 logo to be used on all your communications

- Keep in constant touch with Dist PR Team

- Uniformity in your communications (logos, fonts, taglines) across all segments (press, web, outdoors).

- Identify one individual from the club who will be the only voiceof the club (No two spokesperson)

- Be clear in your communications.

Introduction to PR

- Keep constant contact with key stakeholders.

- Don’t overpromise to your stakeholders/ public. Adopt apolicy of truth.

- You are the face of Rotaract District 3140 and your Club; actresponsible!

- Treat all audiences, especially media outlets, equally andrespectfully.

- Be thorough with your homework .

- If you are not sure, say that you will revert back. Don’t giveout false information.

Introduces Your

Identity

Crisis Management

Gets You Noticed

Enhances Credibility

Role In Community

Maintain Allies

Need for PR?

Internal PR – Club Members

Internal Public as Important as External; each member

is a PRO of the Club.

Should not be taken for Granted.

Tools for Internal PR:

- Regular internal communications through Meetings/

Emails/ Website/ Newsletter/ SMS/ Videos/ Social

networking sites/ Intranet system

Media Liaisoning, Media Education and

Relationship Programme

Introduction to Media – effective tool to reach masses.

Various types of Mass Media – Print/ Electronic/ Radio/

Digital.

Sections in a Media – Listings/ Announcements/ Features/

Reports.

Importance of Media Relations – maintaining positive

relationship; effective tool for brand building.

Media Liaisoning, Media Education and

Relationship Programme

List of Key Media for Rotaract

The Times Of India – Bombay Times Events/ TOI Pluses

Hindustan Times – HT Café Listings/ HT Lives

DNA – Mumbai Browser/ DNA Navi Mumbai

Mumbai Mirror – Dekko

Mid-day –What’s On

Afternoon

Maharashtra Times/ Loksatta/ Lokmat/ Samna/ Sakal

Navbharat Times/ Navbharat

Gujarat Samachar/ Mumbai Samachar/ Gujarati Mid-day

JLT/ JAM/ YUVA

Websites/ Blogs

Media Liaisoning, Media Education and

Relationship Programme

Step 1 - CREATE - Identify key media locally for ex. – ChemburGhatkopar Plus, HT Lives, DNA Navi Mumbai and city – DNA, HT,Mid-day. Identify key sections of the media and its editors andjournalists covering relevant areas and get their contact details.

Step 2 - BUILD – Initiate relationship with the journalist. Send abackgrounder and details of the projects carried out by the Club.Inform them about Rotaract – its ideology, membership, activities.

Step 3 - RETAIN – Once in good terms with the media startkeeping them updated with the happenings/ projects of the Club.

Media Liaisoning, Media Education and

Relationship Programme

•Media Communication ToolsMedia meetings – regularly visiting and meeting

journalists

Emails

Invites

Press Releases – Pre event and Post event

Listing Notes/ Announcements for upcoming

projects

SMS

Media Liaisoning, Media Education and

Relationship Programme

Media Liaisoning, Media Education and

Relationship Programme

Essentials of Press Release

- (sample release to be shown)

Media Liaisoning, Media Education and

Relationship Programme

Sample Coverage

Moving from PR to SR

Going beyond conventional PR route.

Cross Tie-ups for mutual benefits and increased reach

Exploring Tie-ups with partners such as multiplex, mall

partners etc.

Going online – Social Networking, Facebook, Orkut, Twitter

Using Social Networking Websites

•Fan page for the club

•1 person to manage it

•Creating Event Pages

•Updating Status messages in uniformity

•Common Display Pictures

•Video links from You Tube

•Last but not the least.. Like spoken about earlier..

WE are the RESPONSIBLE YOUTH

Kindly avoid using abusive language

’.

News Channels TV Advertising

Radio Air Time Cinema Houses

The main idea around which the current year’s plans revolve around is

BRAND “ROTARACT”

News & Media Houses

BY GETTING A LOT OF COVERAGES &

COPORATE TIE UPS

ROTARACT

YEARLY TIE UP’S

Newspapers

Radio

Multiplex

Corporate

Others

Memorandum of Understanding

It is a document describing a bilateral agreement between

and external party and your club.

A brief description of the event and exchange of services are

mentioned in the MoU.

Every club needs to practice signing of MoU’s when deals are

finalized.

Fame Cinemas

Example: Multiplex Partner

At the District End

At the District End

Question & Answers

Feedback Session

Strategic Relations Cell 3140

Please feel free to contact us anytime; our contact details are:

Rtr. Rutu Shah

9819033996

rutu@rotaract3140.org

Rtr. Darsh Doshi

9920027607

darsh@rotaract3140.org

Rtr.Om Chawla

9920276581

om@rotaract3140.org

Thank You!