Managing Public Relations a Communications Strategy Scout Association of Ireland Annual Conference 1999 Managing Public Relations a Communications Strategy

2nd Management Planning Day IMAGE 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 Day IMAGE What is our image?

2nd Management Planning Day IMAGE Workplan for Image Priority

Workplan for Image Priority Public Relations Neckerchief - minimum uniform Local PR best, but not enough. National image required. Sponsorship. Sell ourselves!

Workplan for Image Priority Public Relations National PR Forum. or In-house expertise. or Professional Expertise. Teenage Advisory Committee

STRATEGY NATIONAL Create a Dynamic New Structure Develop and Implement Communications Strategy LOCAL Incorporate PR into Group and District Management Appoint PR officers and begin and maintain PR Programmes

Discussion Points NATIONAL National Communications Team National Director of Communications Report To Management Committee Liaison With Chief Officer and Chief Commissioner Communications Steering Committee Scout Communications Council

Discussion points ... 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

COMMUNICATIONS STEERING COMMITTEE Discussion points ... COMMUNICATIONS STEERING COMMITTEE Quarterly Meetings - Minimum National Office National Teams District Commissioner Representation Group Leader Representation Scout Communications Council Representation

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 ... … 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 Media Provincial Press Local Press Regional Radio Stations Community Publications and Local Directories Community Websites

MANAGE THE MESSAGE Provide Points of Contact Supply General Background Information Arrange ‘Familiarity’ Visits Involve Open Lines Of Communication Media In Activities

Managing the Message WHO? WHAT? WHEN? WHERE? WHY?

MANAGE THE MESSAGE Identify and Promote the ‘News’ Angle Promote ‘Feature’ Possibilities For All Media Create Photo Opportunities

The Clare Champion February 27, 1999

The Clare Champion February 27, 1999

The Clare Champion February 27, 1999

The Clare Champion February 27, 1999

The Clare Champion February 27, 1999

The Clare Champion February 27, 1999

Manage 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 Relations a Communications Strategy Is available at www.iol.ie/~sai