Public Relations Guidelines
TABLE OF CONTENTS • • • • •
What’s PR? The Role of PR PR Activities Guidelines Do’s and Dont’s What About the Rest?
WHAT IS PR? Public relations consists of promotional activities that create a strong public image of a company or an organization. It's often referred to as earned media and is different than marketing. Public relations is more than drafting press releases and building relationships with key media representatives. These activities must be built with the attitudes and concerns of consumers, employees, public interest groups, and the community in order to establish and maintain cooperative working relationships.
For us, having effective public relations activities helps the public understand what AIESEC in Algeria is and what it has to offer. As we need PR to build a sustainable relationship with customers and mutually beneficial partners to maintain and strengthen our positive image.
THE ROLE OF PR What is important to understand is that PR is not Advertising, nor a function that deals with the media and nothing else, it’s actually very scalable than that. But since as AIESEC in Algeria, we’re only starting to gain sustainability and aiming to become more present on the youth movement platform in Algeria, we need to start by understanding and mastering the basis of Media Management before we move to more elaborate strategies and build other relationships with VARIOUS publics and NOT just the media.
PR is all about Reputation
Reputation Management
Crisis Management
Credibility
Visibility
PR ACTIVITIES GUIDELINES Know your activity
Have the brand in mind
Depending on your scope of activity, build a meaningful sustainable PR approach (Partners, Media Data Base, Press Releases…).
Don’t associate AIESEC brand with Media/Places/Events that can damage the organization’s reputation (media that have strong political, religious or racial stands).
MC Support Get MC Approval for your PR activities, as per our National Compendium: Art.13 All appearances on national media shall get prior approval of AIESEC in Algeria’s MC. Appearances on regional and local media are under the full responsibility of LCs and Expansions, as long as they don’t violate this compendium and the PR principles of AIESEC in Algeria to be provided by the MC every year.
Alignment is key Align PR activities with Marketing Activities for a beneficial effective way to increase the reach of your audience.
Who’s speaking on behalf of AIESEC? Designate the right spokespeople when planning any media activity, the LCVP B2C or someone from the EB preferably.
Be professional Always have in mind that you’re representing the whole organization, with your words, actions and answers, just adopt a professional behavior not even replying nor interacting with provocations on Social Media.
Work on your message!
Showcase the AIESEC Products
The subject of each media activity differs from one to another and preparation is in order. As AIESEC is an impactful organization, always focus on the Value Proposition of the AIESEC products, and the impact the organization has on a local/national level. Remember, we are not a tourist agency!
Don’t stray away from your main objective that is having more reachability among new potential customers and partners, that’s why it’s imperative to talk about the main products AIESEC has to offer to youth, businesses, and enablers.
Don’t get Political
It’s true that the benefits of PR can be more difficult to track than the benefits of other marketing tactics like advertising. But it’s still doable via Website Traffic, Social Media Mentions, Lead Sourcing and others. Always be on the lookout for how this activity enabled the organization to be portrayed in a positive light.
AIESEC is a non-political organization. Politics could be connected to many things. i.e. talking about refugees, education, SDGs and so on. It is okay to talk about these issues, as long as your statement is not motivated by politics or affiliated to a particular party.
Keep track of your activity
- Learn your data by heart - Take your notes with you - Focus on the product you’re promoting itself, its concrete objectives, targets and details - If possible, always try to mention your partners
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Use AIESEC abbreviations Focus on the Global AIESEC Network Say random things about our Legal Status Mention Products Fees and Finances
WHAT ABOUT THE REST? As stated previously, this booklet is to guide you through the basis of Public Relations that is relatively new for AIESEC in Algeria, as we only scratched the surface of what PR really is.
Just keep in mind that in the case of a local or national crisis, a miscommunication behavior, a national media representation request, or any other matters that concerns the whole entity, you are required to consult with your MC Team for a better effective PR management.
USEFUL LINKS:
• AIESEC PR MANUAL: Press Releases and Statements • AIESEC Blue Book
Tarek MAACHE MCP 1617 tarek.maache@aiesec.net
Mehdi AMAR CHERIF MCVP B2C 1617 mehdi.amarcherif@aiesec.net
mc.algeria@aiesec.net