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Session 8: Public Relations for NREN Marketing between Users and Sponsors

The Third CEENet Workshop on Network Management NATO Advanced Networking Workshop Networking the Future September 22 - 25, 2002 Zagreb, Croatia. Session 8: Public Relations for NREN Marketing between Users and Sponsors Peter Egger and Gordana Buhinjak. Public Relations.

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Session 8: Public Relations for NREN Marketing between Users and Sponsors

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  1. The Third CEENet Workshop on Network ManagementNATO Advanced Networking Workshop Networking the FutureSeptember 22 - 25, 2002Zagreb, Croatia Session 8: Public Relations for NREN Marketing between Users and Sponsors Peter Egger and Gordana Buhinjak

  2. Public Relations • Public relations specialists build and maintain positive relationships with the public; telling the organisation’s story. • Informing the general public, interest groups, and stockholders • Understanding the attitudes and concerns of consumers, employees, and various other groups also is a vital part of the job. • Keeping management aware of public attitudes and concerns of the many groups and organisations with which they must deal. • Preparing speeches for managers. • Preparing press releases and contact people in the media • Often the topic is a public issue, such as health, energy, or the environment. • Contacts to politics and administration to influence rules and laws. • In government “information officers” have the role to keep the public informed.

  3. Distiction between Marketing and Public Relations A young man is meeting a girl. When he says: “I am a fantastic man” ... it is publicity (focussed on my product). When he says: “You are looking beautiful!” ... it is attraction (focussed on someone's attitude). If the young woman decide to be together with this young man because she has heard from others: “He is a wonderful boy”... it is public relations. Marketing managers are more focussed on results. And they use the instruments for prices, distribution, products and advertisements. The influence of the customer is more in a direct way. Public relations experts focus on communication. They are spreading information about the organisation. Their influence on buying decisions is more in an indirect way - supporting the positive image of their organisation.

  4. Profile for Public Relations • Outgoing personality • Self-confidence • Understanding of human psychology • Enthusiasm for motivating • people • Creativity • Initiative • Good judgement • Express thoughts clearly and simple • Decision-making • Problem-solving • Research skills Profile Background is (often) - public relations - journalism - advertising - communications Ability to write and to speak

  5. Between Politics and Users Public Relations Politics Government User Network & Projects Who are key persons? What are their interests? How to get their attention? How to get their support? How to inform them? How to integrate them? How they add their knowledge? Link to politics Link to press Inform the public Sponsor events Be present in universities, schools, libriaries etc. Speeches for politicians Who are the users? What do they expect? What do they know? How to take their attention? How to attractive projects?

  6. Example Volkswagen Level 5 • Everybody within VW should • have basic internet knowledge • Project is from April 2001 • to December 2002 • Project is for all VW plants in Germany

  7. Example Volkswagen Level 5 Information • Brochure + CD • Intranet • Marketing • Information • Hotline • CD Learning program • Online Learning • Level 5 Learning rooms • Training • Coaching • Test (20 questions) • Certification • Volkswagen Portal Service Check For Free

  8. Example Volkswagen Level 5 • Level 5 has become • a brand name • 24 hour service • Positive image for the VW Coaching Company • Is more than IT-learning • IT Training Award 2001

  9. Goals and timing • to educate members of academic community in Croatia in basic and advanced internet skills • to encourage implementation of internet in educational process • start: December 2000 • end: not determined

  10. Education classroom courses inhouse courses online courses online materials Implementation WebCT e-magazine Activities

  11. Problems and solutions • understanding of value • lack of information • competition • market approach promotion/PR

  12. Promotion&PR • promotional campaigns • promotional materials • web site • press releases • lobbying

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