1. GOLDEN “W” ELSA 2013/2014 III Supporting Area Meeting Konjic, Bosnia and Herzegovina 11 th - 15 th September 2013

2. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom Marcelina Burzec Director for Public Relations of ELSA International 2013/2014 Travels lover, party maker, Woody Allen’s sense of humour enthusiast. Prefer dogs over cats and Audrey over Marylin. Highly interested in PR and social media. I want to learn snowboarding (already for 3 years now), but each time I’m going to the winter trip, temperature is rising and snow is melting… Motto: Attitude determines success!

3. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom SG 18 “ELSA shall create and carry out a public relations strategy”

4. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom WHAT IS PR? »Public relations (PR) is the management function that identifies, establishes and maintains mutually beneficial relationship between organisation and various publics (stakeholders) on whom its success or failure depends on" by Cutlip, Center, Broom

5. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom a type of marketing communications its' main focus is creating a good image of our organization The only way to achieve that is if we have support/good relationship with our publics Without them, we don't have anyone »to sell our product/service/event to« PR

6. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom Purpose of the PR It is all about good reputation/image of the organisation The most important thing is what others think/say about our organisation; that is the public perception about our organisation (not only what we are trying to say to them!!!). Even though we always want public to have a positive perception about our organisation, we ALWAYS have to tell the TRUTH (good or bad)!!!!

7. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom Perception of ELSA First: Do we remember what PERCEPTION IS? Us? Members? Law Students? Your parents and friends? Partners, sponsors? ………………..

8. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom How to create a great PR? RAAAACE Research Action/Objects Communication/Publicity Evaluation

9. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom PR CAMPAIGN The essence of PR campaign is that it is an ongoing effort to establish a positive perception of the organisation and its products/services ~ it never stops! PROBLEM OBJECTIVE AUDIENCE STRATEGY PROGRAM EVALUATION PROCEDURE ACTION EVALUATION

10. The European Law Students’ Association How should ELSA PR campaign be/look like? DIVA Deliberative: Why do you want to do it?; What could the audience conclude from this about our organisation? List the themes/messages you want to plant in your audience’s mind-> PR SLOGAN (short, easy to remember, for a quick recall, that mirrors our organisation statement/vision and at the same time vision/goals of this specific campaign. Influence on public: why would the public be interested in your project/event? Benefits for them? Very well planned: define objectives, public, time, budget,strategy, programme, tactics… Very good performance: setting the scenario/story to gain public attention, creative part of campaign and then action (if something doesn’t go according to plan~adapt, improvise, but keep your people informed). Assessed results of campaign: Did you reach campaign objectives?; Did you get any feedback from audience?; How is with publicity~any press release, critics,..published?

11. PRESS RELEASE Lead 5W Most important informations Body Elaborates on Lead Quotes Background informations Additional details Least Important informations

12. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom PRESS RELEASE HOW TO WRITE IT? -Imagine you are journalist -customize your message to the public you are addressing -think about the audience you are addressing -think about the inverted pyramid

13. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom We can communicate via various channels and use various tools (combinations!) to communicate with our public. Here are just listed, for a better recall, but RACE will show you which channel/tool to use for which public. PR TOOLS AND CHANNELS

14. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom PR TOOLS Brochures flyers Survey Focus groups News release Speeches Interview Press conference Awards Special events (example: BBQ for Alumni)

15. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom PR CHANNELS FB Email Website Telephone Fax Face-to-face Image Newspaper Radio Tv Billboards …

16. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom Group work 1.Journalist specialised in Media Law 2.Dean of the Faculty and responsible for publishing on the website 3.Marketing department of the Student Radio 4.Magazine editor at your Faculty

17. The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom PRESENTATIONS