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Managing Public Relations a Communications Strategy

Managing Public Relations a Communications Strategy. Scout Association of Ireland Annual Conference 1999. 2nd Management Planning Day IMAGE. What is our Image?. How do the media view us?. How do the community view us?. How do young people view us?. Do we know what our image is?.

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Managing Public Relations a Communications Strategy

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  1. Managing Public RelationsaCommunications Strategy Scout Association of Ireland Annual Conference 1999

  2. 2nd Management Planning DayIMAGE • What is our Image? • How do the media view us? • How do the community view us? • How do young people view us? • Do we know what our image is? • Do we care about image?

  3. 2nd Management Planning DayIMAGE What is our image?

  4. 2nd Management Planning DayIMAGE Workplan for Image Priority

  5. Workplan for Image Priority Public Relations • Local PR best, but not enough. • Neckerchief - minimum uniform • National image required. • Sponsorship. • Sell ourselves!

  6. Workplan for Image PriorityPublic Relations • National PR Forum. or • In-house expertise. or • Professional Expertise. • Teenage Advisory Committee

  7. STRATEGY NATIONAL Create a Dynamic New Structure Develop and Implement Communications Strategy LOCAL Incorporate PR into Group and District Management Appoint PR officers and begin and maintain PR Programmes

  8. Discussion Points NATIONAL National Communications Team National Director of Communications Report To Management Committee Liaison With Chief Officer and Chief Commissioner Communications Steering Committee Scout Communications Council

  9. Discussion points ... NATIONAL COMMUNICATIONS TEAMDevelop Image, Identity, PR StrategyImplement General PR StrategyInput To Magazine Editorial BoardPR and Promotions Unit for ShopSponsorship Unit - Policy, Implementation, RewardDevelop Crisis Management PlanSAI / CSI Media Policy

  10. Discussion points ... COMMUNICATIONS STEERING COMMITTEE Quarterly Meetings - Minimum National Office National Teams District Commissioner Representation Group Leader Representation Scout Communications Council Representation

  11. Discussion points ... THE WAY FORWARD Put Communications Structure In Place National PR Forum Define Image and Identity Define Communications Objectives Implement PR Programme Ongoing Steering Committee Review National Conference Defines Policy

  12. Discussion points ... … The Way Forward Actively Promote Scouting Local and Regional PR Structures Appoint Group PR Officers Appoint District Teams Coordinate Media and PR Promotions Feedback to District Steering Committee Representative

  13. The Media • Provincial Press • Local Press • Regional Radio Stations • Community Publications and Local Directories • Community Websites

  14. MANAGE THE MESSAGE • Provide Points of Contact • Supply General Background Information • Arrange ‘Familiarity’ Visits • Involve • Open Lines Of Communication • Media In Activities

  15. Managing the Message • WHO? • WHEN? • WHAT? • WHERE? • WHY?

  16. MANAGE THE MESSAGE • Identify and Promote the ‘News’ Angle • Promote ‘Feature’ Possibilities For All Media • Create Photo Opportunities

  17. The Clare Champion February 27, 1999

  18. The Clare Champion February 27, 1999

  19. The Clare Champion February 27, 1999

  20. The Clare Champion February 27, 1999

  21. The Clare Champion February 27, 1999

  22. The Clare Champion February 27, 1999

  23. Manage the Message • Be Proactive • Create Opportunities - Explore Possibilities • Identify and Avoid Potential Pitfalls • Maximise Benefit • Refer Policy Items to National Team • Seek advice on Press Releases & Statements • Control Image at all times

  24. Managing Public RelationsaCommunications Strategy Is available at www.iol.ie/~sai

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