\ public relations. \ the role of public relations pr narrows and manages the perception gap...
TRANSCRIPT
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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