GOLDEN “W” ELSA 2013/2014 III Supporting Area Meeting Konjic, Bosnia and Herzegovina 11 th - 15...

GOLDEN “W”

ELSA

2013/2014

III Supporting Area MeetingKonjic, Bosnia and Herzegovina

11th - 15th September 2013

The European Law Students’ Association

Albania˙Austria˙Azerbaijan˙Belgium˙Bosnia and Herzegovina˙Bulgaria˙Croatia˙Cyprus˙Czech Republic˙Denmark˙Estonia˙Finland˙France˙Georgia˙Germany˙Greece˙Hungary˙Iceland˙Ireland˙Italy˙ Kazakhstan˙Latvia˙Lithuania˙Luxembourg˙Malta˙Montenegro˙The Netherlands˙Norway˙Poland˙Portugal˙Republic of Macedonia˙Romania˙Russian Federation˙Serbia˙Slovak

Republic˙Slovenia˙Spain˙Sweden˙Switzerland˙Turkey˙Ukraine˙United Kingdom

Marcelina Burzec

Director for Public Relations of ELSA International 2013/2014

Travels lover, party maker, Woody Allen’s sense of humour enthusiast. Prefer dogs over cats and Audrey over Marylin. Highly interested in PR and social media. I want to learn snowboarding (already for 3 years now), but each time I’m going to the winter trip, temperature is rising and snow is melting…

Motto: Attitude determines success!




SG 18

“ELSA shall create and carry out a public relations strategy”




WHAT IS PR?

»Public relations (PR) is the management function that identifies, establishes and maintains mutually beneficial relationship between organisation and various publics (stakeholders) on whom its success or failure depends on"

by Cutlip, Center, Broom




• a type of marketing communications

• its' main focus is creating a good image of our organization

• The only way to achieve that is if we have support/good relationship with our publics

• Without them, we don't have anyone »to sell our product/service/event to«

PR




Purpose of the PR

• It is all about good reputation/image of the organisation

• The most important thing is what others think/say about our organisation; that is the public perception about our organisation (not only what we are trying to say to them!!!).

• Even though we always want public to have a positive perception about our organisation, we ALWAYS have to tell the TRUTH (good or bad)!!!!




Perception of ELSA

First: Do we remember what PERCEPTION IS?

Us?

Members?

Law Students?

Your parents and friends?

Partners, sponsors?

………………..




How to create a great PR? RAAAACE

ResearchAction/ObjectsCommunication/PublicityEvaluation




PR CAMPAIGN

The essence of PR campaign is that it is an ongoing effort to establish a positive perception of the organisation and its products/services ~ it never stops!

PROBLEMOBJECTIVEAUDIENCESTRATEGYPROGRAM EVALUATION PROCEDUREACTIONEVALUATION


How should ELSA PR campaign be/look like?

DIVADeliberative: Why do you want to do it?; What could the audience conclude from this about our organisation? List the themes/messages you want to plant in your audience’s mind-> PR SLOGAN (short, easy to remember, for a quick recall, that mirrors our organisation statement/vision and at the same time vision/goals of this specific campaign.Influence on public: why would the public be interested in your project/event? Benefits for them? Very well planned: define objectives, public, time, budget,strategy, programme, tactics…Very good performance: setting the scenario/story to gain public attention, creative part of campaign and then action (if something doesn’t go according to plan~adapt, improvise, but keep your people informed).Assessed results of campaign: Did you reach campaign objectives?; Did you get any feedback from audience?; How is with publicity~any press release, critics,..published?

PRESS RELEASE

Lead 5WMost important informations

BodyElaborates on Lead

QuotesBackground informations

Additional details

Least Important informations




PRESS RELEASE

HOW TO WRITE IT?

-Imagine you are journalist

-customize your message to the public you are addressing

-think about the audience you are addressing

-think about the inverted pyramid




We can communicate via various channels and use various tools (combinations!) to communicate with our public. Here are just listed, for a better recall, but RACE will show you which channel/tool to use for which public.

PR TOOLS AND CHANNELS




PR TOOLS

Brochures flyersSurveyFocus groupsNews releaseSpeechesInterviewPress conferenceAwardsSpecial events (example: BBQ for Alumni)




PR CHANNELS

FBEmailWebsiteTelephoneFaxFace-to-faceImage NewspaperRadioTvBillboards…




Group work

1. Journalist specialised in Media Law2. Dean of the Faculty and responsible

for publishing on the website3. Marketing department of the Student

Radio4. Magazine editor at your Faculty




PRESENTATIONS

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GOLDEN “W” ELSA 2013/2014 III Supporting Area Meeting Konjic, Bosnia and Herzegovina 11 th - 15...

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