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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
Rtr. Darsh Doshi
9920027607
Rtr.Om Chawla
9920276581
Thank You!