Public Relations Booklet Content
A basic guide on how to implement a good reputationIn AIESEC context using Public Relations
Table of content 1. PR introduction
.What is PR ? .Traditional vs Modern .Objectives
2. Role of Public relation 3. How to implement in AIESEC context .Define the objectives .The Do and Don’ts of PR . Define the Metrics
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Introduction to Public Relations
In the business world, we are consistently driven to protect or reaffirm our reputation. In order to succeed in maintaining a credible and trustworthy brand, we use one of the several marketing activities which is Public Relations.
PR introduction What is PR Traditional vs Modern ELEMENT COLLECTION Role Implement in AIESEC Define objectives The Do and Don’t Measures of effectiveness
What is PR ?
PR is a managerial activity that attempts to shape the attitudes and opinions held by an organization’s stakeholders. In other words, we need PR to strengthen relationships with mutually beneficial partners. The ultimate goal for a business is to build sustainable relationships to maintain a positive image.
PR introduction What is PR Traditional vs Modern Role Implement in AIESEC Define objectives The Do and Don’t Measures of effectiveness
raditional vs Modern
We need to understand that with different generations comes different ways of doing jobs. It is the same for Public Relations. The difference lies mainly in what are the best tools to use to reach your audience and maintain a good reputation.
PR introduction What is PR Traditional vs Modern Role Implement in AIESEC Define objectives The Do and Don’t Measures of effectiveness
Traditional PR
Traditional PR has a focus on media outreach as well as events and sponsorship. It requires portfolio of known journalists and is efficient for brand awareness. However, it requires patience and sometimes it can be difficult to track how much of your audience actually saw or read your activity.
Example of activities Press outreach : Press releases/ Press conferences/ Interviews Publicity and events: Corporate events/ Product event/ Community event
Modern PR
Modern PR ( Digital PR) has a focus on building connections with bloggers and influences in the digital space. It requires choosing the right people to endorse your brand and is efficient to help grow your brand online. Contrary to the traditional PR, it is easily measurable and can be tracked through various tools such Seach Engine Optimization (SEO)
Example of activities: Influences/Bloggers/ Youtube
To understand better the difference, here is an infography picked from pinterest,
WARNING PR is not: Business Development. PR doesn’t make you earn money for events organized. Advertising. When you run an advertisement, you pay for the space which is fundamentally different for press release. You don’t pay for the coverage See More: The Do and Don’t of PR in page 16
ROLE OF PR
It’s all about reputation
Reputation Management
Credibility. Visibility.
Objectives
Crisis Management
Implement in AIESEC Context AIESEC as an international organization is no different from any other business. It needs a PR strategy tailored to each one of its activities and aligned with its overall marketing strategy.
Define Objectives MCs need PR to build and strengthen the global brand of AIESEC. This means that the PR activities should focus: • Promote successful partnerships with stakeholders • Pinpoint events organized/attended • Share AIESEC values • Show the alignement between the MCs and LCs. => The activities of AIESEC Tunisia on the national level
Define Objectives LCs need PR to promote the programs of AIESEC Tunisia. This means that the PR activites will be related to : • The performance of the local • the success stories of the Members • the testimonials of the EPs • the different trainings an AIESECer gets when enrolling. => The activites of the LCs + Partnerships with LCs and MCs Promotion
1
Alignement
2
MC Level
LC Level
• Participate in partner’s events • Endorsement to EPs who participated in project related to SDGs •Promote and focus on YouthSpeak =>Build and strengthen organization brand
• Local projects • Participate in events •Be aligned with the PR strategy of the MC =>Products and projects related branding
Find more about it here p.10: https://drive.google.com/drive/folders/0B6W3AiUSEMTiTVNLalJKTTRwVW8
The Do and DON’T in PR Understand your business =>According to your scope of activity, choose your stakeholders carefully to build meaningful sustainable relationships Example: Partner with NGOs that work for environment if you work in that field. Prepare a database of Journalists and Media contacts => Gain time and promote projects in time because you already have the contacts
Don’t associate AIESEC brand in places/events where it can damage your reputation =>Your stakeholders will not trust you anymore Example: If you are invited to an event organized by a company/NGO that is against the values of AIESEC and SDGs, you have 2 choices: -Not go at all -Go but make sure you do not wear any of the AIESEC Brand in order not to associate the image of the organization
Not keeping track of what is being said Apologise when you did not deliver the about you You become unable to do crisis manaexpectations promised. gement and dœsn’t allow you to work =>To tone down the bad image, on being solution-oriented and contain negative feedback and to avoid possible crisis. detractors Example: A 1st edition project ends with Not explain to new members how to 3/5 EPs teachers. In the closing ceremo- protect the reputation. =>If you don’t explain to the Newbies, ny, invite all your stakeholders and they will keep repeating the same mismake sure to apologise and insist on taking their feedback into consideration takes that the organization strives to eliminate to make the 2nd edition even better. Align the PR strategy/team with the overall marketing strategy =>Make sure you have the same objectives to have reach the numbers expected after every mandat Be updated about the projects =>Knowing the deadlines without waiting to be told makes you able to h ave a larger and more effective reach on target audience while promoting the projects with the right timing
Not responding to a crisis in the platform concerned The people concerned will probably not see it and you lose your time and effect Example: If a video shared online by an outsider/external on something that ruins the image of AIESEC, the best way to contain it is to respond by a video as well where one of the PR representative makes sure to explain what happened and apologise if need be
The Do and DON’T in PR
Source: PR Guidelines https://drive.google.com/drive/folders/0B6W3AiUSEMTiTVNLalJKTTRwVW8
Some Digital PR tracking
F y m
#of Audience engagement and feedback on Articles, Publications written on your brand # of YouTube growing community and positive feedback in comments # of Ambassadors of the brand # in-events engagements
For more information
contact the MCVP Marketing or PR Specialist Manager slama.imen@aiesec.net Or asmanecib@gmail.com