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PUBLIC RELATIONS

PUBLIC RELATIONS. REPUTATION MANAGEMENT. EDUCATION Tell them what they don’t Know. AWARENESS Build credibility and awareness for the NWW and to educate at the same time. LEVERAGE Ensure amplification of all activities and a campaign that lives. EXPERIENCE Reach out and

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PUBLIC RELATIONS

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  1. PUBLIC RELATIONS

  2. REPUTATION MANAGEMENT EDUCATION Tell them what they don’t Know AWARENESS Build credibility and awareness for the NWW and to educate at the same time. LEVERAGE Ensure amplification of all activities and a campaign that lives EXPERIENCE Reach out and touch the target audience for lasting impact. THE ROLE OF PUBLIC RELATIONS PR Narrows and manages the perception gap External Internal INTEGRATION

  3. Profile DWAF National Water Week Credibility Deliver on the Promise PUBLIC RELATIONS STRATEGIC APPROACH Above-the-line / Below-the-line / Public relations Awareness Excitement Role of Public Relations Depth to the campaign Public Awareness & Education Mobilisation Role of Advertising; Mass Awareness Call to Action Relationship Building Stakeholder Communication Partnerships Participation Public Relations supports the above the line campaign by providing depth and detailed information

  4. PUBLIC RELATIONS: CAMPAIGN ELEMENTS The public relations campaign consists of the following elements: • Stakeholder & Advocacy Campaign • National Outreach Campaign • Media Editorial Campaign

  5. PUBLIC RELATIONS ACTIVITIES UNPACKED STAKEHOLDERS & ADVOCACY CAMPAIGN • Stakeholder “Insight” Sessions • One-on-one or small meetings of key influencers, such as editors and news editors • Information sharing & call for support for the campaign • Strategic Partnerships • Development of key database of big corporate companies, government and other stakeholders • Build targeted relationships in order to mobilise corporate companies and government departments to participate in the campaign by linking in to existing channels e.g. newsletters and utilisation of campaign material e.g. tap hangers; leaflets, bookmarks and posters 30 corporate companies and all government departments have been invited to join this partnership

  6. PUBLIC RELATIONS ACTIVITIES UNPACKED NATIONAL OUTREACH • Exhibition / Display (LSM 6-10) • Emphasizing the message of water saving • High traffic areas / trained promoters/ promotional material • Commuter Campaign (LSM 3,4,5,6) • Extension of Advertising Campaign – demonstrates commitment to inform • Interactive elements to educate and create awareness • Community Radio Network (LSM 1-6) • Partnerships / information network focused in the communities • Partnerships negotiated with 40 community radio stations • Negotiated slots / content management

  7. NATIONAL OUTREACH: EXHIBITION / DISPLAY • Shopping centres • Two promoters per stand • 90,000 leaflets • Stands designed to • communicate ways to save • water • Buckets demonstrating how • much water can be saved • with a few easy methods • Key Message conveyed • as public passes the three • different sections of the • display

  8. EXHIBITION/DISPLAY : SECTION ONE Message: “Turn your tap off while you brush your teeth. Save up to 45 litres of water per day.” Buckets display exactly how much 45 litres of water is.

  9. EXHIBITION/DISPLAY: SECTION TWO Message: “Take a short shower instead of a bath. Save up to 66 litres of water.” Buckets display exactly how much 66 litres of water is.

  10. EXHIBITION/DISPLAY: SECTION THREE Message: “Put a one litre plastic bottle filled with water or a brick in your toilet cistern. Save up to 14 litres of water per day.” Buckets display exactly how much 14 litres of water are.

  11. NATIONAL OUTREACH: COMMUNTANET CAMPAIGN • Interactive Taxi Rank Promotions • Major Taxi Ranks/Portable Gazebo’s 30 areas nationally • Monday to Sunday • Staff interacting and selling and educating/branding/ handouts/competitions/giveaways etc • Commuter FM • Digital radio station (exclusive) • 74 Metrorail stations / No clutter • Roving Trailer • Face to face interaction • Trailers with fold out stage • Industrial theatre opportunities • High visibility, impactful branding • Mobility/National infrastructure Added Value Leverage Opportunities / Credibility factor 18.4 million economically active South Africans commute via taxi 77% of SA’s commuters use taxis as preferred mode of transport 70% fall into LSM 3,4,5,6 / 8 7% are between ages 16-49 Reach outside of your traditional media footprint Flightings from 5 in the morning till 8 at night / SABC link

  12. COMMUNITY OUTREACH: GAZEBO’S Number of Gazebo’s Nationally: 30 Reach: 5 218 000 Material: Trained Promoters, leaflets, posters, t-shirts & caps (competition)

  13. COMMUNITY OUTREACH: TRAILERS 24 National Stage Trailer Promotions. Material: Trained Promoters, leaflets, branded stage trailers, t-shirts & caps (competition)

  14. COMMUNITY OUTREACH: COMMUNITY RADIO Partnerships negotiated with 40 community radio stations for communication targeting communities. Community Radio: Extension to traditional radio campaign – highly targeted to communities Material: Radio Ads, Posters & Leaflets (walk-in policy) Interviews with DWAF representatives driving key campaign messages

  15. MEDIA CAMPAIGN The media campaign is possibly one of the most important parts of this campaign as this will drive key messages and ultimately build the credibility of the campaign and of the Department. The media campaign will be driven through national, regional and community channels Print: • Issue-driven editorial targeted to specific publications dependent on topics identified • Profiling of projects and announcement of new initiatives • Photo opportunities Radio: • Interview schedules • News coverage around announcements and events Television • Issue-driven commentary • News coverage around announcements and events • Magazine programmes – in-depth discussions Provide media with fact sheets, press releases and access to spokespeople (11 languages / regional spread) Water Week Supplement – key messages & sponsor involvement Minister’s Diary – leverage of programme through all media channels

  16. CAMPAIGN ROLL-OUT

  17. Water for Life National Water Week 21 – 27 March 2005 THANK YOU!

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