Public Relations Functional

1. Public Relations Functional Geoffrey Gabbedon Regional Public Relations Chair Hofstra University Mechanical Engineering

2. Overview • Introductions • Roles • Strategic Plan Overview • Opposite Sides of the Same Coin • Drafting a Press Release/Lead • Radio PSAs • Questions/Open Forum

3. Regional PR Contact Information • Geoffrey Gabbedon • Region One Public Relations Chair • 516-509-4502 • r1prchair@board.nsbe.org • Raymond E. Armstead Jr. • National Public Relations Chair • 614-425-1592 • prchair@board.nsbe.org

4. Pamela Sharif Publisher Ext. 205 psharif@nsbe.org Cordell Brooks Art Director Ext. 306 cbrooks@nsbe.org WHQ Contact Information703-549-2207 • Karanja Patterson • Webmaster • Ext. 207 • kpatterson@nsbe.org • Lashonda Winston • Media Associate • Ext. 453 • lwinston@nsbe.org • Eric Addison • Editor • Ext. • eaddison@nsbe.org

5. Role of National PR Chair • Duties as outlined in National Constitution and Bylaws • Draft articles that enhance NSBE’s public image • Design and distribute informational brochures • Make official statements for the organization • ID other organizations for partnerships • Produce an official transition report at the close of term

6. Role of Regional PR Chair • Duties as outlined in Regional Constitution and Bylaws • Producing articles and press releases to various Cities of Interest • Make Statements on behalf of NSBE per National PR approval • “City of Interest” • Coordinate Media Relations w/Regional PR Chair • Submit Press Releases • Assist National PR Chair as needed

7. Role of Chapter PR Chair • Duties as outlined in Chapter Constitution and Bylaws • Fill in • Generate good publicity for your chapter • Submitting Press Releases • School Newspaper • Local Newspaper

8. PR Media Breakdown

9. Communication Protocols • Contact information must always be current • Return e-mails/voice messages within 48hrs • Check email at least twice per day • Send offline notices 48hrs in advance • To give everyone the chance to ask any important questions before you leave

10. Communication Protocols • Maintain contact with Regional Counterpart • Do not make statements on behalf NSBE • Check to ensure your advice/comments to members are consistent with the National and Regional Vision

11. National and Regional PR Strategic Plan(extremely abridged version cont’d) • NPRC Address • Keep society informed regularly • Audio addresses of various topics • Bi-weekly basis • PRelief (Press Release Relief) • Premier National PR Chair initiative • Designed to help YOU! • Assistance to EVERYONE with Press Releases • (Chapter, Regional, Nat’l)

12. National and Regional PR Strategic Plan(extremely abridged version cont’d) • Utilize broadcast media to reach NSBE members and affiliates • Provide T-com Chair with info highlighting NSBE events • A new PR announcement/info on regional Web sites every other month (six times per year) • Putting zone and regional events on regional web site • To increase external media coverage • Local magazines and periodicals • Highlight Student Leaders • Create an information friendly atmosphere

13. Suggested Chapter PR Strategic Plan(Should include but DEFINITELY not limited to) • Primary Press Release Focus (2006-2007) • A Walk For Education (Signature Program) • Fall Regional Conference • Signature Programs from National Programs Zone • NSBE Day (if applicable) • Chapter Events • Anything that promotes your chapter!!! BE CREATIVE!! • Press Release Thrusts • School Newspaper (PRIMARY FOCUS) • Local Newspaper (PRIMARY FOCUS)

14. Journalism: Writing characterized by a direct presentation of facts or the description of an event without an attempt at interpretation. Two-way communication between an organization and its publics to create a positive image. Two Ways to Look at It

15. Two Ways to Look at It To Inform!

16. The Press Release Most important—5Ws Additional detail Quote More information Boilerplate

17. The Press Release For Immediate Release For more information: HQ Contact 703-549-2207 public relations@nsbe.org HEADLINE Subhead Dateline—First Paragraph (5Ws) Second Paragraph—supports the first with additional detail Third Paragraph—Typically includes a quote Fourth Paragraph—includes additional info, but watch out Final Paragraph—Boilerplate information ### or -30-

18. The Press Release Best Buy Selects GE Global eXchange Services to Provide E-business Transaction Services Salt Lake City, UT -- 05/01/2004 - GE Global eXchange Services (NYSE: GE), a leader in business-to-business Internet commerce, today announced that it has been selected by Best Buy Co., Inc. (NYSE: BBY) to provide e-business services designed to enhance the electronic transaction capability between Best Buy and its trading partners. Value added network services from GE Global eXchange Services (GXS) will help Best Buy continue to streamline e-business processes and reduce supply chain costs. The announcement was made at the Uniform Code Council’s U Connect Conference.

19. The News Lead • Similar to a resume cover page • Few short sentences giving all pertinent information • No regard to references or in depth details In an effort to streamline its online business processes and reduce supply chain cost, Best Buy Co. Inc. selected e-commerce company GE Global eXchange Services to provide services designed to enhance the company’s electronic transaction capability, GE announced on April 22 at the Uniform Code Council’s U Connect Conference in Salt Lake City.

20. Basic Tenets • Accuracy • Fairness • Objectivity

21. Writing • Clear sentence structure • Short paragraphs • Proper grammar • Simple words • Active voice • AP style • A SECOND SET OF EYES IS KEY

22. Case Study and Exercise A Walk For Education October 22, 2005

23. Case Study and ExerciseA Walk For Education • General Information • Signature Program of NSBE • Conforms with Social Consciousness part of National Directives • Target: Minorities in at-risk neighborhoods • Purpose: To inform and educate about college opportunities, motivate for standardized testing, etc…

24. Case Study and ExerciseA Walk For Education • Region of Interest: Region IV • Target Cities for Region IV • Detroit, MI* • Newspaper – The Detroit News • Chicago, IL • Newspaper – The Chicago Tribune • Schools in attendance at AWFE Detroit (322 Total Participants) • Michigan, MSU, Wayne State, U Detroit Mercy, Toledo, Cleveland State, Ohio State, Cincinnati, Wright State, Ohio, Notre Dame, Kettering B • School of Interest • University of Michigan – Ann Arbor • 98 NSBE Members in attendance • 34 are from Detroit, MI • School Newspaper – The Michigan Daily • Local Newspaper – The Ann Arbor News * Target City Used in this exercise

25. Case Study and ExerciseA Walk For Education • Assignment for Regional and Chapter PR Chairs • Draft Press Release Based off of Given Information • Time: 5 minutes • Review (engage with questions) • Where did you send the release to? • What were the 5 W’s? • Other questions you can generate for this exercise

26. Press Release Process(For any event) • Issue out 2 releases • First release – 2-3 weeks before event • Ideal situation: Monday • Second release – 7 days before event • Ideal situation: Monday • Confirm media presence 2 days prior to event • Look for your article in the newspaper!

27. Back to AWFE Case Study(Time for some engineering Q’s!) • For Chapter PR Chair • When should… • The First Release get issued? • The Second Release get issued? • Which news outlet(s) should your release go to? • What day should you confirm media presence? • How many press releases would you have submitted by the event?

28. Back to AWFE Case Study(In an ideal situation) • For Chapter PR Chair • First release date: October 3, 2005 • Second release date: October 17, 2005 • News outlets: The Ann Arbor News, The Michigan Daily • Confirm media: October 20, 2005 • Number of submitted press releases: 4

29. What to do WHENYour article appears in the news • GIVE YOURSELF A PAT ON THE BACK! • Fulfilled primary position obligation • Getting our name OUT THERE! • Send a copy of press release and news article to National PR Chair • If its an online article • Send press release to National PR Chair • Provide hyperlink via email or write it on release. • Why? • National Convention 2006 in Pittsburgh, PA • We are going to build a PR WALL!

30. Radio PSAs • Public service announcements • Spot announcements • “as-recorded” spots • Standard length • 10 seconds, or about 25 words • 20 seconds, or about 45 words • 30 seconds, or about 65 words • 60 seconds, or about 125 words (not as common)

31. Submitting a PSA American Tuberculosis Foundation 1212 Avenue of the Americas New York, N.Y. 00912 “YOUR GOOD HEALTH”: 10 SEC. LIVE RADIO SPOTS THE AMERICAN TUBERCULOSIS FOUNDATION AND THIS STATION CARE ABOUT YOUR GOOD HEALTH. DON’T SMOKE …SOMEONE WHO LOVES YOU WANTS YOU TO QUIT. ##### SMOKING NOT ONLY HARMS YOUR LUNGS, IT HARMS THE LUNGS OF THOSE AROUND YOU. SOMEONE YOU LOVE WANTS YOU TO QUIT. THE AMERICAN TUBERCULOSIS FOUNDATION CARES ABOUT YOUR GOOD HEALTH. ##### GOOD HEALTH MEANS TAKING CARE OF YOURSELF. DON’T START SMOKING. AND IF YOU ALREADY SMOKE …TRY TO STOP. SOMEONE YOU LOVE CARES ABOUT YOUR GOOD HEALTH. A MESSAGE FROM (station call letters) AND THE AMERICAN TUBERCULOSIS FOUNDATION. #####

32. Getting on the Air • Find out the stations’ deadline • Find out what lengths the stations’ will run • Submit rough versions, if time permits • Find out if the stations’ will produce the spots • Find out when the stations are most likely to run the spots

33. PR Resources • Public Relations Kit For DummiesBy Eric Yaverbaum, Bob BlyPrice: $29.99 Description When it comes to marketing, nothing beats good word of mouth. But how do you get your customers talking? This friendly guide shows you step-by-step how to create and implement an effective public relations strategy for pennies on the dollar compared to the cost of advertising. Public Relations Kit For Dummies gives you all the tools you need to spread the word about your product or service, without a PR agency. In Public Relations Kit For Dummies, you’ll discover how to: • Map a winning PR strategy • Grab attention with press releases, interviews, and events • Cultivate good media relations • Get print, TV, radio, and Internet coverage • Manage crises

34. Questions ?