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DA010 - Professional Diploma in Public Relations - COMM6005EP Public Relations Presentation and Communication Skills (2011/10) Lecture 1 Scope of PR PresentationDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only
Table of Content• Course administration• Types of PR presentations• Setting presentation objectives• Strategy in preparing, developing and delivery PR presentations• Understanding your audience and choosing message and communications medium• Tutorial: Group exercise in setting objectives and identifying PR presentation strategies
Your Turn• It’s time for me to get to know you• What’s your name?• What’s your job?• Have you managed events before?• If yes, what are they?
Course ScheduleSession / Course OutlineDate7 Sept Course administration7-10pm Scope of PR presentations14 Sept Profession image of a PR practitioner7-10pm21 Sept Oral presentation skills7-10pm28 Sept What makes face-to-face presentations effective7-10pm12 Oct Individual presentations7-10pm
Course ScheduleSession / Course OutlineDate19 Oct Effective interview skills7-10pm26 Oct Tools for presentations7-10pm2 Nov Presentation and planning PR presentations7-10pm9 Nov Delivering the PR presentations7-10pm16 Nov Individual presentations7-10pm Review session23 Nov Exam
Types of PR Presentations• Let’s look at what kind of events that requires presentation to your target audience• There is a difference between PR practitioners and media spokespersons Class discussion: Class discussion: What’s the difference What’s the difference between a media between a media spokesperson and a brand spokesperson and a brand ambassador? ambassador?
Press conference• As a PR practitioner, what do you have to prepare? – MC script – Speech for the spokes person(s) – Q&A sheet Class discussion: Class discussion: If the PR practitioner has If the PR practitioner has prepared everything, what is prepared everything, what is the role of the spokesperson? the role of the spokesperson?
Media Spokesperson• Two types of spokespersons 1) In house: They are usually the organization’s Chairman, CEO, Head of Corporate Communications or Specialist Class discussion: Class discussion: What sort of jobs would be What sort of jobs would be considered a specialist? considered a specialist? Under what circumstances Under what circumstances would they be approached by would they be approached by media? media?
Brand Spokesperson2) External: They are hired by the organization to act as ambassador to the brand. They are usually artists, sport stars, models, or radio hosts Class discussion: Class discussion: What kind of PR What kind of PR presentation would presentation would these type of media these type of media spokespersons deliver? spokespersons deliver?
Other PR eventsOther dedicated press activities• Media briefing• Media reception• TV, radio and telephone interview• Media visits Class discussion: Class discussion: Can you think Can you thinkGeneral PR activities of some of some• Basically, any external common common events fall under this examples? examples? category
Setting objectives• Every PR event should have at least one objective, which should be derived from the corporate business plan• Some event must be held in accordance to rules and regulations, yet compliance in itself may be a very good reason Class discussion: Class discussion: What kind of companies would What kind of companies would hold “compliance” related hold “compliance” related events? What are they? events? What are they?
Setting objectives• PR practitioners tend to focus on media relations in their objectives• But remember, media relations is one part of public relations. Let’s not forget the rest of your stakeholders. Class discussion: Class discussion: What are the PR What are the PR objective(s) of a listed objective(s) of a listed company’s AGM? company’s AGM?
Setting objectives – case 1• President Aquino III might have been very sincere in delivering his message of condolence to the victims’ families.• What do you think his objectives were, and whether you think he was able to achieve them?
Setting objectives – case 2• Most people would choose to stay low profile after being charged by ICAC, but Stephen Chan did the contrary. What was his objective in the press conference?
Strategy PR presentations• Preparation – it’s just like marketing: based on the “5W Concept” – Who – What – When – Where – Why (sometimes referred to “How”)
Who• Identification of your target audience determines your communication medium
Who• Group Discussion – Post 80s young people – Mainland consumers – Wedding couples – Pregnant Mothers – Chairmen and CEOs
When• Timing is everything. The time of day, the day of week and the season of the year are all relevant.• What are the elements to be considered? – Your targeted journalists’ schedule – Are there major events they must attend during the year so your releases are less likely to be picked up? – What are their deadlines? You should work towards setting a deadline for yourself so you can deliver your stories before their deadlines – Do they have desk research habits? What time of the day are they likely to be behind their desks and willing to answer telephone calls?
When• Know your journalists’ ethnic, and religious religious background – Christmas – Chinese New Year – Happy Diwali (Indian) – Ramadan (Islamic) – Thanks giving & 4th July (America) – Siesta (Spanish speaking countries) – Sometimes, FIFA World Cup can be a factor• Very difficult to get journalists to answer
When• Major Events – World Expo – World Cup – Olympics
Where (for PC)• Venue’s class Class: Class:• Size and equipment Will the attractiveness Will the attractiveness of venue affect the of venue affect the turn out rate of• Location turn out rate of targeted media? targeted media?• Suitability of facilities• Accessibility – Public transport – Loading and unloading area (for video crew)
What• The content of your release or PC – What is the purpose of releasing the news? – What are your consideration in deciding how to communicate with media? – What’s in it for the press? – What’s in it for you? Remember, you are in competition with other sources of news for press’ time. Do not proceed to plan for a PC unless you are convinced that you have a good story to tell
Why (or How)• Sometimes, this is not a relevant question. You just know that you have to do a release or a press conference. Class: Class: Think of occasions Think of occasions• Other times, you need where you must where you must hold a press to think of why journalists hold a press conference? conference? will carry your story, and quite often, you have to think of “how” to get media’s interest
Know your audience• Remember the Wenzhou train accident?• Clearly, the spokesperson was not prepared at all. He does not even know who he is talking to.
Know your subject• The MTR knows the problems they are having can be quite technical. In most of their presentations, they have illustrations to educate the media.
Know your medium• If you are on TV, the preparation work may be different from radio, or telephone interview. Class: Class: What are the difference What are the difference for PR practitioner and for PR practitioner and for the media for the media spokesperson? spokesperson?
Know your editors• TV News – With 17 minutes of news over lunch, 25 minutes at 6:30pm, and 15 minutes at late news, each piece of news only gets 1 to 2 minutes maximum. – Subtracting the TV host’s background report, there is at most 30 seconds to show what you say during the interview. – TV news editors are looking for “Sound Bite”
Know your editors• Radio – News every half hour for about 3 minutes – Unless your sound bite is very important, radio don’t really broadcast interview recordings – But radio have all kinds of talk shows, and your voice recording may be recycled in other program – Remember there is no visual aid in radio, so prepare your presentation in a way that the audience can understand the content by just listening
Know your editors• Telephone interviews (tips) – Editors need news and stories, but you want your message communicated in a certain way. They may not always synchronize. – If you have a PR firm, always use it to vet the editor’s interview request – If not, you should ask for a list of questions (or at least a range of topics) – Remember, your voice is recorded on the other end. Be careful on what you say.
Group Exercise 1• Michael Jackson just found dead. You are the publicist representing AEG. Reporters are calling for updates and news, but you have not got anything that you can tell the public yet, but you know you have to do some kind of media release within a very short period of time. What kind of presentation would you do?
Group Exercise 2• The central government is sending yet another pair of pandas to Ocean Park. Given that panda is nothing new to Hong Kong, but you do have the responsibility to generate a lot of publicity, what kind of presentation would you do?
Group Exercise 3• Suppose you are the spokesperson for a political party, and you have been invited to the City Forum (城市论坛) to comment on the right of abode for domestic helpers.• What kind of preparation will you do before showing up in Victoria Park?
Group Exercise 4• The Adult Expo is celebrating its 5th year in Macao• Your target visitors are mainly from HK and Southern China.• As the MarComm manager of the organizer Vertical Expo, what kind of PR presentation would you do in announcing this expo?