Managing Communications & Public Relations at Ireland’s premier Festival

1. Managing Communications & Public Relations at Ireland’s premier Festival

2. First things first – key questions • How much should I know about the event? • What do I need to communicate? • Who is part of the communication chain? • When do I begin to communicate my key messages? • Who will receive this information? • Where is my audience? • Why do I want to talk to them?

3. What needs to be communicated? • When is the Festival taking place? • What are the main events during the Festival? • Who are the main participants during the Festival? • Why do we need to communicate through the media and our organisation? • Where are the main events taking place during the Festival? • It’s more than a two-night TV programme, so we need to be interacting with the media all year round

4. Calendar of events Jan-Dec • Recruitment of Roses & Escorts for next Festival – December/January • Target visitors to Festival in August (Feb/March/April) • Publicity surrounding Regional Festival (June) • Publicity following Regional Festival (June) • Various PR events ahead of Festival in August (July/August) • The Tour and Festival (August) • End of Festival – August/September

5. Recruitment to find Roses/Escorts begins towards Christmas and continues in earnest from January each year There must be a starting point

6. Media Campaign for recruitment of Roses & Escorts for next Festival – December/January • Decide on timeline • Determine where the main geographical focus needs to be • What is our marketing spend to support the Press Campaign? • What is the Rose of Tralee’s and other Roses’ availability for media work? • Monitor other media events to avoid losing impact when launching the event • Choose a photo theme and location

7. Advertising campaign (Ireland) • Local radio commands the highest audience • Regional Radio v Local Radio v National Radio Reach a specific audience and target age group in multiple counties • Facebook Ads – Very good and inexpensive for targeting counties that need help when recruiting Roses • Social media – Youtube, Facebook, Twitter • Print media – less common and less effective

8. Use county selections to maximise publicity (Feb/March/April/May) • Distribute the Festival entertainment line-up at Selection events in 32 counties in Ireland and at various locations worldwide • Newsworthy event at each location • Contact every County Rose after she’s been selected • Only one step on the way to Tralee – next focus Regional Festival

9. Publicity for Regional Festival (June) • Major International festival in the midlands • Major prize for 23 Roses is to reach the International Festival • Relatively new event (8 years) v 54 year International Festival • Not televised so traditional and social media are crucial for publicising the Festival • Press launch in May announcing details of the event • Main media focus is regional • Maintain a strong social media presence throughout the 5-days

10. Publicity following Regional Festival (June) • Feed outcomes of event with pictures to all local media and relevant international media • Work out various publicity opportunities with Roses travelling to International Festival in Tralee • Prepare Roses for heightened media interest

11. Various PR events ahead of Festival in August (July/August) • Maintain strong communication links with various Roses to find media opportunities to suit their profiles • Scour media to find suitable PR opportunities or to avoid less suitable situations • Ensure media are aware that the Roses attend various sponsors’ events • Official launch of Rose of Tralee entertainment line-up – photo, press release, posters, social media, radio advertising, Festival Brochure

12. Effective INTERNAL communications leads to positive attitudes with the event team Effective EXTERNAL communications will help you reach a wider audience Effective Internal & External Communications

13. An effective Press Office • Increasing ticket sales • Increasing TV viewer numbers (with RTE Press Office) • Heightening the general profile of the event • Remove uncertainty or any misrepresentation of any aspect of the event • Expect the unexpected and be informed of any changes & contact details for the decision-makers on the team • Attend briefings, if in doubt – ASK

14. Effective Internal & External Communications • Know as much about the running of the event as possible: • Dates • Times • Venues • Dining options, Toilet facilities • Arrival/departure times • Various schedules – Roses, Escorts, Judges, TV Host, Rose of Tralee, Bus, Rose Buds

15. Effective Internal & External Communications • All TEAM & MEDIA should have Press Officer/Communications Manager contact details • When faced with media queries - be familiar with the policy – never guess or go on a solo run – refer to Communications Manager • Media team with dedicated roles • Social media • Copy/Press Release writing • Radio • Photography • Organisational skills • Customer service

16. Keep reminding the press & public • That the Rose of Tralee is more than a two-night TV programme • A five day International Festival worth over €7m to the local economy • That in order to find 32 Roses to appear on TV there were 68 selection events around the world AND a major Regional Festival in June

17. The Tour and Festival (August) • Roses meet in Dublin on Sunday 12th August • Monday to Friday visits to: • Newbridge Silverware • Croke Park • Outdoor Adventure Dublin • RTE • Guinness Storehouse • Parade & Fireworks in Westport • National Aquarium Galway • Children’s Ward in Limerick Hospital

18. The Tour and Festival (August) continued...TRALEE • Friday 17th to Tuesday 21st • Roses arrive in Tralee • Meet Rose Buds • Meet Escorts • Attend Rose Ball • Autograph signings • Three parades • Fashion Show • Judging • Outings to various entertainment events during festival • Hospital visits • Selection nights

19. End of last Festival – August/September/October/November • Rose of Tralee celebration events • Presentation of Rose of Tralee prizes (sponsor driven) • Rose of Tralee/Rose Public appearances – charity partners • Market Survey results • Media Analysis • TV Ratings

20. Managing Communications & Public Relations at Ireland’s premier Festival