Session 8: Public Relations for NREN Marketing between Users and Sponsors Peter Egger and Gordana Buhinjak The Third CEENet Workshop on Network Management NATO Advanced Networking Workshop Networking the Future September , 2002 Zagreb, Croatia

Public relations specialists build and maintain positive relationships with the public; telling the organisation’s story. Informing the general public, interest groups, and stockholders Understanding the attitudes and concerns of consumers, employees, and various other groups also is a vital part of the job. Keeping management aware of public attitudes and concerns of the many groups and organisations with which they must deal. Preparing speeches for managers. Preparing press releases and contact people in the media Often the topic is a public issue, such as health, energy, or the environment. Contacts to politics and administration to influence rules and laws. In government “information officers” have the role to keep the public informed. Public Relations

Distiction between Marketing and Public Relations A young man is meeting a girl. When he says: “I am a fantastic man”... it is publicity (focussed on my product). When he says: “You are looking beautiful!”... it is attraction (focussed on someone's attitude). If the young woman decide to be together with this young man because she has heard from others: “He is a wonderful boy”... it is public relations. Marketing managers are more focussed on results. And they use the instruments for prices, distribution, products and advertisements. The influence of the customer is more in a direct way. Public relations experts focus on communication. They are spreading information about the organisation. Their influence on buying decisions is more in an indirect way - supporting the positive image of their organisation.

Profile for Public Relations Profile Creativity Initiative Good judgement Express thoughts clearly and simple Decision-making Problem-solving Research skills Outgoing personality Self-confidence Understanding of human psychology Enthusiasm for motivating people Background is (often) - public relations - journalism - advertising - communications Ability to write and to speak

Between Politics and Users Politics Government User Network & Projects Public Relations Who are the users? What do they expect? What do they know? How to take their attention? How to attractive projects? Who are key persons? What are their interests? How to get their attention? How to get their support? How to inform them? How to integrate them? How they add their knowledge? Link to politics Link to press Inform the public Sponsor events Be present in universities, schools, libriaries etc. Speeches for politicians

Example Volkswagen Level 5 Everybody within VW should have basic internet knowledge Project is from April 2001 to December 2002 Project is for all VW plants in Germany

Example Volkswagen Level 5 Brochure + CD Intranet Marketing Information Hotline CD Learning program Online Learning Level 5 Learning rooms Training Coaching Test (20 questions) Certification Volkswagen Portal Information Service Check For Free

Example Volkswagen Level 5 Level 5 has become a brand name 24 hour service Positive image for the VW Coaching Company Is more than IT-learning IT Training Award 2001

Goals and timing to educate members of academic community in Croatia in basic and advanced internet skills to encourage implementation of internet in educational process start: December 2000 end: not determined

Activities Education classroom courses inhouse courses online courses online materials Implementation WebCT e-magazine

Problems and solutions understanding of value lack of information competition market approach promotion/PR

Promotion&PR promotional campaigns promotional materials web site press releases lobbying