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PUBLIC RELATIONS

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THE ROLE OF PUBLIC RELATIONS

PRNarrows andmanages the

perception gap

INTEGRATION

Internal External

EDUCATIONTell themwhat they

don’t Know

AWARENESSBuild

credibility and awareness for the

NWWand to educate

at the same time.

LEVERAGEEnsure

amplification of all activities

and a campaign that lives

EXPERIENCEReach out and

touch the targetaudience for

lasting impact.

REPUTATION MANAGEMENT

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DWAF

National Water Week

Credibility Deliver on the

Promise

Profile

PUBLIC RELATIONS STRATEGIC APPROACH

Role

of

Ad

vert

isin

g;

Mass A

ware

ness R

ole

of P

ub

lic R

ela

tion

s

Dep

th to

the c

am

paig

n

Relationship Building Stakeholder Communication

Partnerships Participation

Public Awareness & Education

Mobilisation Call to Action

Above-the-line / Below-the-line / Public relations

Excitement Awareness

Public Relations supports the above the line campaign by providing depth and detailed information

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PUBLIC RELATIONS: CAMPAIGN ELEMENTS

The public relations campaign consists of the following elements:

• Stakeholder & Advocacy Campaign• National Outreach Campaign• Media Editorial Campaign

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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

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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

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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

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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.

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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.

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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.

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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

18.4 million economically active South Africans commute via taxi77% of SA’s commuters use taxis as preferred mode of transport

70% fall into LSM 3,4,5,6 / 8 7% are between ages 16-49Reach outside of your traditional media footprint

Flightings from 5 in the morning till 8 at night / SABC link

Added V

alu

e

Levera

ge O

pportu

nitie

s / Cre

dib

ility

facto

r

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COMMUNITY OUTREACH: GAZEBO’S

Number of Gazebo’s Nationally: 30Reach: 5 218 000

Material: Trained Promoters, leaflets, posters, t-shirts & caps (competition)

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COMMUNITY OUTREACH: TRAILERS

24 National Stage Trailer Promotions.Material: Trained Promoters, leaflets, branded stage trailers,

t-shirts & caps (competition)

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COMMUNITY OUTREACH: COMMUNITY RADIO

Province Number of Stations

Total Listnership

Northern Cape 3 148 000

Free State 4 247 000

Western Cape 5 476 000

Gauteng 5 447 000

KwaZulu Natal 4 222 000

Mpumalanga 3 311 000

North West 3 536 000

Northern Province 4 65 000

Eastern Cape 4 311 000

TOTALS 35 2 763 000

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

Partnerships negotiated with 40 community radio stations for communication targeting communities.

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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 opportunitiesRadio:- Interview schedules - News coverage around announcements and eventsTelevision- Issue-driven commentary- News coverage around announcements and events- Magazine programmes – in-depth discussions

Water Week Supplement – key messages & sponsor involvement

Provide media with fact sheets, press releases and access to spokespeople (11 languages / regional spread)

Minister’s Diary – leverage of programme through all media channels

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CAMPAIGN ROLL-OUT

Campaign Elements Jan Feb Begin March

March15 -20

March 22-27

End March

April

ATL (Radio)

ATL (Print)

Advocacy & Partnership Campaign

National Outreach: Gazebo’s

National Outreach: Trailers

National Outreach: Community Radio

National Outreach: Commuter FM

Media Campaign (Editorial)

Monitoring/ Evaluation

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Water for LifeNational Water Week21 – 27 March 2005

THANK YOU!