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

2. 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?

3. 2nd Management Planning Day IMAGE
What is our image?

4. 2nd Management Planning Day IMAGE
Workplan for Image Priority

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

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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

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

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

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

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

17. The Clare Champion
February 27, 1999

18. The Clare Champion
February 27, 1999

19. The Clare Champion
February 27, 1999

20. The Clare Champion
February 27, 1999

21. The Clare Champion
February 27, 1999

22. The Clare Champion
February 27, 1999

23. 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

24. Managing Public Relations a Communications Strategy
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