Managing Communications & Public Relations at Ireland’s premier Festival

First things first – key questions

• How much should I know about the event?• What do I need to communicate?• Who is part of the communication chain?• When do I begin to communicate my key

messages?• Who will receive this information?• Where is my audience?• Why do I want to talk to them?

What needs to be communicated?– When is the Festival taking place?– What are the main events during the Festival?– Who are the main participants during the Festival?– Why do we need to communicate through the media

and our organisation?– Where are the main events taking place during the

Festival?– It’s more than a two-night TV programme, so we

need to be interacting with the media all year round

Calendar of events Jan-Dec1. Recruitment of Roses & Escorts for next Festival

– December/January2. Target visitors to Festival in August

(Feb/March/April)3. Publicity surrounding Regional Festival (June)4. Publicity following Regional Festival (June)5. Various PR events ahead of Festival in August

(July/August)6. The Tour and Festival (August)7. End of Festival – August/September

THERE MUST BE A STARTING POINT

Recruitment to find Roses/Escorts begins towards Christmas and continues in earnest from January each year

Media Campaign for recruitment of Roses & Escorts for next Festival – December/January

• Decide on timeline• Determine where the main geographical focus needs to

be• What is our marketing spend to support the Press

Campaign?• What is the Rose of Tralee’s and other Roses’ availability

for media work?• Monitor other media events to avoid losing impact

when launching the event• Choose a photo theme and location

Advertising campaign (Ireland)

• Local radio commands the highest audience• Regional Radio v Local Radio v National Radio

Reach a specific audience and target age group in multiple counties

• Facebook Ads – Very good and inexpensive for targeting counties that need help when recruiting Roses

• Social media – Youtube, Facebook, Twitter• Print media – less common and less effective

Use county selections to maximise publicity (Feb/March/April/May)

• Distribute the Festival entertainment line-up at Selection events in 32 counties in Ireland and at various locations worldwide

• Newsworthy event at each location• Contact every County Rose after she’s been

selected• Only one step on the way to Tralee – next

focus Regional Festival

Publicity for Regional Festival (June)

• Major International festival in the midlands• Major prize for 23 Roses is to reach the International Festival• Relatively new event (8 years) v 54 year International

Festival• Not televised so traditional and social media are crucial for

publicising the Festival• Press launch in May announcing details of the event• Main media focus is regional• Maintain a strong social media presence throughout the 5-

days

Publicity following Regional Festival (June)

• Feed outcomes of event with pictures to all local media and relevant international media

• Work out various publicity opportunities with Roses travelling to International Festival in Tralee

• Prepare Roses for heightened media interest

Various PR events ahead of Festival in August (July/August)

• Maintain strong communication links with various Roses to find media opportunities to suit their profiles

• Scour media to find suitable PR opportunities or to avoid less suitable situations

• Ensure media are aware that the Roses attend various sponsors’ events

• Official launch of Rose of Tralee entertainment line-up – photo, press release, posters, social media, radio advertising, Festival Brochure

EFFECTIVE INTERNAL & EXTERNAL COMMUNICATIONS

Effective INTERNAL communications leads to positive attitudes with the event teamEffective EXTERNAL communications will help you reach a wider audience

An effective Press Office

– Increasing ticket sales– Increasing TV viewer numbers (with RTE Press Office)– Heightening the general profile of the event– Remove uncertainty or any misrepresentation of any

aspect of the event– Expect the unexpected and be informed of any

changes & contact details for the decision-makers on the team

– Attend briefings, if in doubt – ASK

Effective Internal & External Communications

• Know as much about the running of the event as possible:– Dates– Times– Venues– Dining options, Toilet facilities– Arrival/departure times– Various schedules – Roses, Escorts, Judges, TV

Host, Rose of Tralee, Bus, Rose Buds

Effective Internal & External Communications

• All TEAM & MEDIA should have Press Officer/Communications Manager contact details

• When faced with media queries - be familiar with the policy – never guess or go on a solo run – refer to Communications Manager

• Media team with dedicated roles– Social media– Copy/Press Release writing– Radio– Photography– Organisational skills– Customer service

Keep reminding the press & public

• That the Rose of Tralee is more than a two-night TV programme

• A five day International Festival worth over €7m to the local economy

• That in order to find 32 Roses to appear on TV there were 68 selection events around the world AND a major Regional Festival in June

The Tour and Festival (August)

• Roses meet in Dublin on Sunday 12th August• Monday to Friday visits to:– Newbridge Silverware– Croke Park– Outdoor Adventure Dublin– RTE– Guinness Storehouse– Parade & Fireworks in Westport– National Aquarium Galway– Children’s Ward in Limerick Hospital

The Tour and Festival (August) continued...TRALEE

• Friday 17th to Tuesday 21st – Roses arrive in Tralee – Meet Rose Buds– Meet Escorts– Attend Rose Ball– Autograph signings– Three parades– Fashion Show– Judging– Outings to various entertainment events during festival– Hospital visits– Selection nights

End of last Festival – August/September/October/November

• Rose of Tralee celebration events• Presentation of Rose of Tralee prizes (sponsor

driven)• Rose of Tralee/Rose Public appearances –

charity partners• Market Survey results• Media Analysis• TV Ratings

Managing Communications & Public Relations at Ireland’s premier Festival