Managing Public Relationsa

Communications Strategy

Scout Association of IrelandScout Association of Ireland

Annual Conference 1999Annual Conference 1999

2nd Management Planning Day2nd Management Planning DayIMAGEIMAGE

• What is our Image?

• How do the media view us?

• How do the community view us?

• How do young people view us?

• Do we know what our image is?

• Do we care about image?

2nd Management Planning Day2nd Management Planning DayIMAGEIMAGE

What is our image?

2nd Management Planning Day2nd Management Planning DayIMAGEIMAGE

Workplan for Image Priority

Workplan for Image PriorityWorkplan for Image Priority

Public RelationsPublic Relations• Neckerchief - minimum uniform

• Local PR best, but not enough.

• National image required.

• Sponsorship.

• Sell ourselves!

Workplan for Image PriorityWorkplan for Image PriorityPublic RelationsPublic Relations

• National PR Forum.

• In-house expertise.

• Professional Expertise.

• Teenage Advisory Committee

oror

oror

STRATEGYSTRATEGY

NATIONAL

Create a Dynamic New Structure

Develop and ImplementCommunications

Strategy

LOCAL

Incorporate PR into Group and District

Management

Appoint PR officersand begin and maintain

PR Programmes

Discussion PointsDiscussion PointsNATIONALNATIONAL

National Communications Team

National Director of Communications

Report To Management Committee

Liaison With Chief Officer and Chief Commissioner

Communications Steering Committee

Scout Communications Council

NATIONAL COMMUNICATIONS TEAM

Develop Image, Identity, PR Strategy

Implement General PR Strategy

Input To Magazine Editorial Board

PR and Promotions Unit for Shop

Sponsorship Unit - Policy, Implementation, Reward

Develop Crisis Management Plan

SAI / CSI Media Policy

Discussion points ...Discussion points ...

Discussion points ...Discussion points ...

COMMUNICATIONS STEERING COMMITTEE

Quarterly Meetings - Minimum

National Office

National Teams

District Commissioner Representation

Group Leader Representation

Scout Communications Council Representation

Discussion points ...Discussion points ...

THE WAY FORWARD

Put Communications Structure In Place

National PR Forum

Define Image and Identity

Define Communications Objectives

Implement PR Programme

Ongoing Steering Committee Review

National Conference Defines Policy

Discussion points ...Discussion points ...

… The Way Forward

Actively Promote Scouting

Local and Regional PR Structures

Appoint Group PR Officers

Appoint District Teams

Coordinate Media and PR Promotions

Feedback to District Steering Committee Representative

The MediaThe Media

• Provincial Press

• Local Press

• Regional Radio Stations

• Community Publications and Local Directories

• Community Websites

• Provide Points of Contact

• Supply General Background Information

• Arrange ‘Familiarity’ Visits

• Involve

• Open Lines Of Communication

• Media In Activities

MANAGE THE MESSAGEMANAGE THE MESSAGE

Managing the MessageManaging the Message

• WHO?

• WHAT? • WHEN?

• WHERE? • WHY?

MANAGE THE MESSAGEMANAGE THE MESSAGE

Identify and Promote the ‘News’ Angle

Promote ‘Feature’ Possibilities For All Media

Create Photo Opportunities

The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999

The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999

The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999

The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999

The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999

The Clare ChampionThe Clare ChampionFebruary 27, 1999February 27, 1999

Manage the MessageManage the Message

• Be Proactive

• Create Opportunities - Explore Possibilities

• Identify and Avoid Potential Pitfalls

• Maximise Benefit

• Refer Policy Items to National Team

• Seek advice on Press Releases & Statements

• Control Image at all times

Managing Public Relationsa

Communications Strategy

www.iol.ie/~saiwww.iol.ie/~sai

Is available at