Tell me about you your sustainability projects

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press releases as a tool of education for sustainable developement
the value creation chain of public relations
press releases as knowledge and technology transfer

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Tell me about you your sustainability projects

  1. 1. Tell me about you your sustainability projects press releases as a tool for education for sustainable development Ulrich Holzbaur CUT Bloemfontein Monika Theiss Aalen University SARIMA Port Elizabeth 2012-09-06© Hbr/MoT 06/09/2012 - 1
  2. 2. sustainability – projects – press Sustainability Publicity imperative 7 Press Projects from „7 imperatives for Success in Research“© Hbr/MoT 06/09/2012 - 2
  3. 3. Sustainable Development World Commission on Environment and Development, 1987 “Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs." World Summit on Sustainable Development Economy Rio de Janeiro 1992  Sustainable development Social System as a vision and mission Ecology  Rio declaration = = Agenda 21 = = Roadmap (Agenda) for the 21st century World Summit on Sustainable Development Johannesburg, South Africa in 2002 © Hbr/MoT 06/09/2012 - 3
  4. 4. Main impact and main components Direct Impact Indirect Impact Operations, Projects Education , Knowledge© Hbr/MoT 06/09/2012 - 4
  5. 5. Projects Small projects: from 2 person-month to 1 person-year Subjects: science + project management + sustainable development Show to the public that students can manage projects and implement sustainable development in the real world. Prepared projects method Projects as a method for teaching© Hbr/MoT 06/09/2012 - 5
  6. 6. Press releases News from the ivory tower Aims increase the impact and visibility access potential research partners and sponsors. Target groups  Scientific community Aim:  Broad public impact + visibility  Industry and economy  Politics and administration  Potential future students Channels  Print Channel:  Web Target groups stakeholders PR print+web  Web 2.0© Hbr/MoT 06/09/2012 - 6
  7. 7. Examples The following examples show publications in the local newspapers that are based on university press releases. Every students´ project has to prepare a press release which is used as a basis for the press release that is sent to local newspapers and radio stations. Project characteristics  Projects in industrial management  Main sustainability aspects:  Green eel  UNESCO projects  Socioeconomic development  Barrier-free access  Energy consumption© Hbr/MoT 06/09/2012 - 7
  8. 8. Green eel 2006 „green eel“ is an environmental management system for schools Success factors for the news about students projects:  Local schools  Politicians  Children© Hbr/MoT 06/09/2012 - 8
  9. 9. Recipes for PR Target Target groups and filters the value creation chain Relevance Contents  Contribution  News  Scientific contents  People  Revevance Headline and subtitles Text structure Style Testimonials© Hbr/MoT 06/09/2012 - 9
  10. 10. Aims and Targets WHY? YOU FOR WHAT? the researcher, the team, the project FOR WHOM? STAKEHOLDERS PRESS the customers the faculty PR the university the university PR the faculty the writer the project the editor the sponsors the chief editor the students SOCIETY the reader, the multiplier, the public, the decision makers© Hbr/MoT 06/09/2012 - 10
  11. 11. Green eel 2012© Hbr/MoT 06/09/2012 - 11
  12. 12. Target groups You have to keep in mind that a press release has several target groups:  The future reader of the paper. This is your most important audience.  Form and contents, message and level  A I D A structure  Your peers will also critically read the final article.  The editor: your press release will never be published if the editor thinks that is does not match the policy of his paper and the interest of the target group.  Your own press officer: He/she is going to help you, but you must clearly show why the publication of this result at that time in these journals is beneficiary for your university. contents Press release news© Hbr/MoT 06/09/2012 - 12
  13. 13. The publication chain From a scientists point of view, there is a chain of participating organisations and people  The researcher and the research team as the origin of the knoledge  The research group´s or department´s s P/R responsible  The university P/R responsible and marketing department  The journalist / writer of the newspaper  The editor (in-chief) of the newspaper  The reader of the newspaper contents news© Hbr/MoT 06/09/2012 - 13
  14. 14. The value creation chain The publication chain can be seen as a set of  Hurdles that have to be overcome to get the news to the public  Filters that ensure the quality of the news  Links in a chain that connects knowledge to news  Members of a value creation chain that wants to create maximum value for all stakeholder:  The researcher, the research team and the university  The newspaper, its readers and the communitycontents news© Hbr/MoT 06/09/2012 - 14
  15. 15. The value creation chain The value creation chain creates maximum value for all stakeholders:  The researcher and P/R responsible  The journalist and editor of the newspaper  The reader of the newspaper It is based on  professional work and quality  cooperation and mutual trust knowledge news© Hbr/MoT 06/09/2012 - 15
  16. 16. Sustainability projects© Hbr/MoT 06/09/2012 - 16
  17. 17. Press release structure A press release should be short and concise, with a size of 300 to 700 words, longer texts should only be provided upon request. As the text may be abbreviated, the structure varies strongly from a scientific paper which develops a subject: Most important statements come first; then towards the end, some details and background information can be added. Be aware, that you are (re-) presenting your working group as well as your university and your project partners. The text may be an abbreviated version of your scientific paper omitting the lengthy phrases e.g. about the relevance of statistical data You have to bridge the gap between grasping attention and being an exact and reliable scientist General statements about sustainability (.. future generations, Rio agenda 21, .. ) shout be an additive element at the end of the paper© Hbr/MoT 06/09/2012 - 17
  18. 18. About our projects© Hbr/MoT 06/09/2012 - 18
  19. 19. People and affiliation The author (including the contact data) and affiliation (including the contact data of the press office) as well as the date must be include Mention the relevant people and organizations The university, faculty ..  Researchers, team  Leaders  Partners, supporters Get statements from the  Partners  Customers  …. Mention relation to SD  Socioeconomic development  Environment, Biodiversity, Resources, Climate,© Hbr/MoT 06/09/2012 - 19
  20. 20. Sustainability@Aalen© Hbr/MoT 06/09/2012 - 20
  21. 21. Paper and press release With the result as a central issue, the scientific paper tells the other scientists why this is valid while the press release tells the reader why this is relevant for them. Hence, press releases to different newspapers will look different. Local interest Background and method and people Impact Press Scientific paper release Results© Hbr/MoT 06/09/2012 - 21
  22. 22. Events analysis Special events have  big impact on (education for) sustainable development  high degree of public perception© Hbr/MoT 06/09/2012 - 22
  23. 23. Headline The Headline must grasp attention. It can be formulated in a provocative way but must reflect the statement of the paper. The headline and the statement must be correct. You have to make sure that there is no misinterpretation of statistical data. (It is unethical to market a research results as “There is (no) impact of A on B” Additional headlines can improve attention and can also help the editor to compile an adequate headline. Example for this presentation:  Getting sustainable development projects out of the ivory tower  Aalen University and CUT Bloemfontein cooperate in research  Prof. Holzbaur presents PR strategy for ESD at SARIMA conference  How to save the world through press releases  PR work of Monika Theiss positively evaluated as contribution to ESD© Hbr/MoT 06/09/2012 - 23
  24. 24. Cooperation Cooperation with CUT and VUT also with respect to sustainable development© Hbr/MoT 06/09/2012 - 24
  25. 25. Intro The first sentences will inform the reader and the editor: WHO has achieved WHAT and WHERE. WHY is this valid and important One message a time. If there are several results, you have to find an adequate general motto. Make sure to mention all participants. Especially (local) project partners will be important. You may also add personal statements or cite some of the participants.© Hbr/MoT 06/09/2012 - 25
  26. 26. barrier free access© Hbr/MoT 06/09/2012 - 26
  27. 27. Pictures talk Pictures (two or three) should be added as JPG. Every picture comes with a title, and a description that also shows the relevance for the paper Photos should be relevant for the report and attractive for the press. Consider the criteria  Relevance, Information  Attraction  Reproduction Photos of people should come with the full names of all persons. Diagrams can be used to visualize results. Pie charts are easily understood, bar charts can explain more complex results. In all cases, keep in mind that the diagrams may be reproduced in one color. Make sure that diagrams do not lie – neither willingly nor unwillingly.© Hbr/MoT 06/09/2012 - 27
  28. 28. Alcohol prevention© Hbr/MoT 06/09/2012 - 28
  29. 29. Testimonials Statements or testimonials can make a text more vivid and authentic Possible sources: Stakeholders of the project, customers, target group  People involved in the project: team members, leader  People well known to the public  Experts (also explain who and from which organization)  People in charge at the university or partner organisation  The author ;-) Testimonials should make statements about the  Results: improvements achieved, knowledge gained, lessons learned  Impact on the society – link to sustainable development  Learning effect – for the team, general outcome of a special project  The project itself – acknowledgements  Possible consequences and follow-ups© Hbr/MoT 06/09/2012 - 29
  30. 30. City market and events© Hbr/MoT 06/09/2012 - 30
  31. 31. Preparation Before you send the document, make a break, read it again and have a second person read it. Take care of lack of or implicit information, jargon, possible misunderstanding, and for formulations that may be interpreted as an accuse or attack by anybody.. Be available for questions from you PR officer and the editors. Depending on the timeline, make sure that you can respond immediately (within an hour), and rather give your (mobile) phone number in addition to an email address.© Hbr/MoT 06/09/2012 - 31
  32. 32. City and region© Hbr/MoT 06/09/2012 - 32
  33. 33. Don´t be discouraged Some information will „only“ make it to your university journal© Hbr/MoT 06/09/2012 - 33
  34. 34. Web 2.0 Ceteris paribus this also applies to publication in the internet On your university´s homepage  On an edited page run by a newspaper or organization,  On your own homepage  In some social media. The Web 2.0 is changing the world from a  producer-oriented (the printer decides what will be published) to a  consumer-oriented one (the readers decide what will be read and followed and what will be ignored).© Hbr/MoT 06/09/2012 - 34
  35. 35. Traditional internet© Hbr/MoT 06/09/2012 - 35
  36. 36. Facebook© Hbr/MoT 06/09/2012 - 36
  37. 37. SWOT + -Present Strength Weakness: Direct impact Depending on the publication chainFuture Opportunity: Threat Creating awareness Raising expectation Public perception potential disappointmet© Hbr/MoT 06/09/2012 - 37
  38. 38. The most recent ones:2012-08-30: council for sustainabilitycompliments our university2012-09-04: Project grants© Hbr/MoT 06/09/2012 - 38
  39. 39. Thank you© Hbr/MoT 06/09/2012 - 39

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