I. Strong Employee Relations Equals Solid Organizations:
• The wave of downsizing and layfoffs that dominated business and industry worldwide after the high tech bubble burst in the early years of the 21st century has taken its toll on employee loyality.
• The widenning gulf between the pay of senior officers and common workers is another reason organization must be sensitive to employee communications.
• The move toward globalization, including the merger of geographically dispersed organizations, is another reason for increased focus on internal communications.
• Research indicated that companies that communicate effectivly with their workers financilly outperform those that do not.
II. Dealing with the Employee Public:
• There is no signle “employee public”
• Employee public is made of numerous subgroups: senior managers, first-line supervisors, staff and line employees, union labours etc....
• A smart organization will try to differentiate messages and communications to reach these diffenrnt segments.
• Management should ask these tree questions about the way it conveys knowledge to the staff:
1. is management able to communicate effectivly with employees?
2. is communication trusted, and does it relay appropriate information to employees?
3. has management communicated its commitment to its employees and to fostering a rewarding work environment?
• The lack of understanding leads to dicounts, frustration, miscommunication, problems, and eventually to the feeling that the grass is greener elsewhere.
III. Communicating effectively in a Sea of Doubt:
• An organization that is concerned about getting though its employees in an area of downsizing,displacement, and dubioud communications must reinforce five specific principles:
1. Respect:
2. Honest feedback
3. Recognition
4. A voice
5. encouragement
• Milton Moskowitz: gave the six criteria for a company to succed:
1. Willingness to express dissent
2. Visibility and proximity of upper management
3. priority of internal to external communication
4. attention to clarity
5. friendly tone
6. sense of humour
IV. Credibilty: the Key
• Management must be truthful.
• Employees want managers to level with them and they want facts and not wishful thinking
• Research indicates that trust in organizations would increase if management
1. communicated earlier and more frequently.
2. demonstrated trust in employees by sharing bad news as well as good.
3. involved employees in the process by asking for their ideas and opinions.
V. S-H-O-C the troops:
• How does management build trust when employee morale is so brittle?
• Part of the answer lies in an approach to management communicatrion built around the acronym S-H-O-C.
• Management should consider a four step communication approach:
1. all communications must be strategic: where is the organization going? What is my role in helping us get there?
2. all communications must be honest.
3. all communications must be open.
4. all communications must be consistent.
VI. Employee Communication tactics:
• Once objectives are set, a variety of techniques can be adopted to reach the staff. The initial tool again is research:
1. Internal Communications audits
2. Online communications : blogs and wikis
3. The intranet :
a) consider the culture
b) set clear objectives and then let it evolve
c) treat it as a journalistic entreprise
d) Market, market, market
e) Link to outside lives
f) Senior management must commit
4. Print Publications
5. Employee annual Report
6. Bulletin Board
7. Suggestion Box and town Hall Meetings.
8. internal Video
9. Face to face communictions
Sunday, November 11, 2007
Chapter19: Crisis Management
I. Issues Management
The term issues management was coined in 1976 by public relations counsellor W.Howard Chase, who defined it this way:
Issues management is the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs/public relations skills, toward achievement of one objective: meaningful participation in creation of public policy that affects personal and institutional destiny.
Issues management is a five-step process that:
1. Identifies issues with which the organization must be concerned,
2. Analyzes and delimits each issue with respect to its impact on constituent publics,
3. Displays the various strategic options available to the organization,
4. Implements an action program to communicate the organization’s views and to influence perception on the issue,
5. Evaluates its program in terms of reaching organizational goals.
In specific terms, issues management encompasses the following elements:
Anticipate emerging issues
Identify issue selectively
Deal with opportunities and vulnerabilities
Plan from the outside in
Bottom-line orientation
Action timetable
Dealing from the top
II. Emergence of Risk communication:
Risk communication began as a process of taking scientific data related to health and environmental hazards and presenting them to a lay audience in a manner that is both understandable and meaningful.
Seven steps are helpful in planning a risk communication program:
1. Recognize risk communication
2. Encourage management to join the “communication loop”
3. Develop credible outside experts
4. Approach the news media
5. Research perceptions
6. Understand your target audience
III. Managing in a Crisis
As any organization unfortunate enough to experience a crisis recognizes, when the crisis strikes, seven instant warning signs invariably appear:
1. Surprise
2. Insufficient information
3. Escalating events
4. Loss of control
5. Increases outside scrutiny
6. Siege mentality
7. Panic
IV. Planning in a Crisis
The key to crisis management is being prepared.
Heightened preparedness is always in order, with four planning issues paramount:
First, for each potentially impacted audience, define the risk.
Second, fro each risk defined, describe the actions that mitigate the risk.
Third, identify that cause of the risk.
Fourth, demonstrate responsible management action
Simple but appropriate watchwords for any crisis plan are the following:
Be prepared
Be available
Be credible
Act appropriately
V. Communicating in a Crisis
The key communications principle in dealing with a crisis is not to calm up
when disasters strikes. Lawyers traditionally have advised clients to either
(1)say nothing, (2)say as little as possible and release it as quietly as possible,
(3) say as little as possible, citing privacy laws, company, or sensitivity, (4)
deny guilt and act indignant that such categories could possibly have been
made, or (5) shift or, if necessary, share the blame with others.
VI. Engaging the Media
Handling the media is the most critical element in crisis. Dealing with the media in crisis demands certain “battle-field rules”; among them:
Set up media headquarters
Establish media rules
Media live for the “box score”
Don’t speculate
Feed the beast
Speed triumphs
Cable Rules
The term issues management was coined in 1976 by public relations counsellor W.Howard Chase, who defined it this way:
Issues management is the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs/public relations skills, toward achievement of one objective: meaningful participation in creation of public policy that affects personal and institutional destiny.
Issues management is a five-step process that:
1. Identifies issues with which the organization must be concerned,
2. Analyzes and delimits each issue with respect to its impact on constituent publics,
3. Displays the various strategic options available to the organization,
4. Implements an action program to communicate the organization’s views and to influence perception on the issue,
5. Evaluates its program in terms of reaching organizational goals.
In specific terms, issues management encompasses the following elements:
Anticipate emerging issues
Identify issue selectively
Deal with opportunities and vulnerabilities
Plan from the outside in
Bottom-line orientation
Action timetable
Dealing from the top
II. Emergence of Risk communication:
Risk communication began as a process of taking scientific data related to health and environmental hazards and presenting them to a lay audience in a manner that is both understandable and meaningful.
Seven steps are helpful in planning a risk communication program:
1. Recognize risk communication
2. Encourage management to join the “communication loop”
3. Develop credible outside experts
4. Approach the news media
5. Research perceptions
6. Understand your target audience
III. Managing in a Crisis
As any organization unfortunate enough to experience a crisis recognizes, when the crisis strikes, seven instant warning signs invariably appear:
1. Surprise
2. Insufficient information
3. Escalating events
4. Loss of control
5. Increases outside scrutiny
6. Siege mentality
7. Panic
IV. Planning in a Crisis
The key to crisis management is being prepared.
Heightened preparedness is always in order, with four planning issues paramount:
First, for each potentially impacted audience, define the risk.
Second, fro each risk defined, describe the actions that mitigate the risk.
Third, identify that cause of the risk.
Fourth, demonstrate responsible management action
Simple but appropriate watchwords for any crisis plan are the following:
Be prepared
Be available
Be credible
Act appropriately
V. Communicating in a Crisis
The key communications principle in dealing with a crisis is not to calm up
when disasters strikes. Lawyers traditionally have advised clients to either
(1)say nothing, (2)say as little as possible and release it as quietly as possible,
(3) say as little as possible, citing privacy laws, company, or sensitivity, (4)
deny guilt and act indignant that such categories could possibly have been
made, or (5) shift or, if necessary, share the blame with others.
VI. Engaging the Media
Handling the media is the most critical element in crisis. Dealing with the media in crisis demands certain “battle-field rules”; among them:
Set up media headquarters
Establish media rules
Media live for the “box score”
Don’t speculate
Feed the beast
Speed triumphs
Cable Rules
Chapter18: Public Relations and the Internet
I. Defining the Internet
The internet, technically, is a cooperatively run, globally distributed collection of computer networks that exchange information via common set of rules.
The Internet began as the ARPANET during the Cold War in 1969, developed by the department of Defense and consultants who were interested in creating communication network that could survive a nuclear attack.
The World Wide Web, the most exciting and revolutionary part of the Internet, was developed in 1989 by physicist Tim Berners-Lee to enlarge the Internet for multiple uses
By 2005, the Internet was used by 15 percent of the world’s people, more than 972 million.
The new Internet explosion has taken new forms: blogs, podcasts, wiki sites, RSS feeds, social networks, and others. This time, unlike the first time around, the Internet as a communications and commercial vehicle is here to stay.
II. The Internet as Communications Medium
The Internet has transformed the way that people communicate and make contact with each other, Virtually all organizations, from the largest corporation to the smallest non-profit today has a Web site.
Most of the time today, it is the Web site that serves as an organization’ “first face” to the public.
Journalists, meanwhile still the primary customers for most in public relations have also embraced the Internet as their primary source for research and reporting.
III. Public Relations Internet Challenge
Use of the Internet by public relations practitioners inevitably will grow as the century proceeds, for three reasons:
o The demand to be educated rather than sold
o The need for real-time performance
o The need for customization
Public relations has become prominent in several other areas:
o E-mail
o Web sites
o Blogs
o Online media relations
o Online monitoring
o Product promotion
o Investor relations
o Webcastes
IV. E-Mail: The Dominator
E-mail has become far and away the most pervasive organizational communications vehicle. In most organizations, e-mail is the internal medium of choice for newsletters, bulletins, and internal announcements.
E-mail has also unseated the traditional employee print newsletter. Online newsletters are both more immediate and more interactive than print counterparts.
E-mail newsletters for external use-to customers, investors, or the media-are equally popular and valuable. These differ from their print brethren in several important areas:
1. No more than one page
2. Link content
3. Regular dissemination
V. Developing a Winning Web Site
In many ways, the organization’s Web site is its most important interface with the public.
The aim of any Web site is to provide information that visitors are looking for. The more you achieve that objective, the more “sticky” your site becomes.
How should you create a winning Web site? By first asking and answering several strategic questions:
1. What is our goal?
2. What content will we include?
3. How often will we edit?
4. How will we enhance design?
5. How interactive will it be?
6. How will we track use?
7. Who will be responsible?
Blogs: The Latest Phenomenon
o Blogs, Weblogs that communicate personal views on any topic imaginable, are proliferating at the rate of 70,000 a day
o There are two categories of blogs. One is the traditional Weblog in which a web surfer shares his online discoveries. The second is the Web diary in which a person shares his or her thoughts of the day.
o In terms of public relations use of blogs, organizations can use them to deliver information-product uses, sales data, consumer tips, and so on- in a more personal way.
Blogs also can be useful as an internal communications vehicle. Among possibilities for internal blogs are the following:
o Projects
o Departments
o Brainstorming
o Customers
Dealing with the Media Online
The basics of online media relations include the following:
Web site newsroom
News release
Executive speeches
Annual/quarterly reports
Annual meetings
FAQs
VI. Monitor the Internet….or Else!
The internet is free, wide open, international, and anonymous-the perfect place to start a movement and ruin an organization’s reputation. Public relations people monitor the internet consideration of the following:
Discussion groups and chat rooms
Rogue Web sites
Urban legends
VII. Product Promotion on the Internet
The Internet provides a virtual laboratory to mesh public relations, advertising, and marketing techniques to promote products.
On the positive side, buyers and potential buyers can access your information directly, without interface. On the negative side, you are competing with hundreds of thousands of other information providers for visitor’s attention.
One popular product promotion device is the adlink. The adlink is a small display advertisement that promotes another site or page.
Online discussion groups provide another potential source of product promotion.
Web-based integrated marketing can create a new relationship with customers.
VIII. Investor Relations on the Internet
The Internet also plays a significant role in investor relations, the public relations activity that deals with a company’s stockholders and the communities-brokers and analysts-serving them.
Public companies increasingly use the Internet as a more controlled communications mechanism to reach potential investors.
The government that watches over securities markets is less convinced that the Internet is such a blessing fro investors.
IX. Of Intranets/ Extranets, Wikis; Prodcasts, and RSS Feeds
Public relations practitioners should at least be conversant in the following Internet vehicles:
Intranets
Extranets
Wikis
Podcasting
RSS
The internet, technically, is a cooperatively run, globally distributed collection of computer networks that exchange information via common set of rules.
The Internet began as the ARPANET during the Cold War in 1969, developed by the department of Defense and consultants who were interested in creating communication network that could survive a nuclear attack.
The World Wide Web, the most exciting and revolutionary part of the Internet, was developed in 1989 by physicist Tim Berners-Lee to enlarge the Internet for multiple uses
By 2005, the Internet was used by 15 percent of the world’s people, more than 972 million.
The new Internet explosion has taken new forms: blogs, podcasts, wiki sites, RSS feeds, social networks, and others. This time, unlike the first time around, the Internet as a communications and commercial vehicle is here to stay.
II. The Internet as Communications Medium
The Internet has transformed the way that people communicate and make contact with each other, Virtually all organizations, from the largest corporation to the smallest non-profit today has a Web site.
Most of the time today, it is the Web site that serves as an organization’ “first face” to the public.
Journalists, meanwhile still the primary customers for most in public relations have also embraced the Internet as their primary source for research and reporting.
III. Public Relations Internet Challenge
Use of the Internet by public relations practitioners inevitably will grow as the century proceeds, for three reasons:
o The demand to be educated rather than sold
o The need for real-time performance
o The need for customization
Public relations has become prominent in several other areas:
o E-mail
o Web sites
o Blogs
o Online media relations
o Online monitoring
o Product promotion
o Investor relations
o Webcastes
IV. E-Mail: The Dominator
E-mail has become far and away the most pervasive organizational communications vehicle. In most organizations, e-mail is the internal medium of choice for newsletters, bulletins, and internal announcements.
E-mail has also unseated the traditional employee print newsletter. Online newsletters are both more immediate and more interactive than print counterparts.
E-mail newsletters for external use-to customers, investors, or the media-are equally popular and valuable. These differ from their print brethren in several important areas:
1. No more than one page
2. Link content
3. Regular dissemination
V. Developing a Winning Web Site
In many ways, the organization’s Web site is its most important interface with the public.
The aim of any Web site is to provide information that visitors are looking for. The more you achieve that objective, the more “sticky” your site becomes.
How should you create a winning Web site? By first asking and answering several strategic questions:
1. What is our goal?
2. What content will we include?
3. How often will we edit?
4. How will we enhance design?
5. How interactive will it be?
6. How will we track use?
7. Who will be responsible?
Blogs: The Latest Phenomenon
o Blogs, Weblogs that communicate personal views on any topic imaginable, are proliferating at the rate of 70,000 a day
o There are two categories of blogs. One is the traditional Weblog in which a web surfer shares his online discoveries. The second is the Web diary in which a person shares his or her thoughts of the day.
o In terms of public relations use of blogs, organizations can use them to deliver information-product uses, sales data, consumer tips, and so on- in a more personal way.
Blogs also can be useful as an internal communications vehicle. Among possibilities for internal blogs are the following:
o Projects
o Departments
o Brainstorming
o Customers
Dealing with the Media Online
The basics of online media relations include the following:
Web site newsroom
News release
Executive speeches
Annual/quarterly reports
Annual meetings
FAQs
VI. Monitor the Internet….or Else!
The internet is free, wide open, international, and anonymous-the perfect place to start a movement and ruin an organization’s reputation. Public relations people monitor the internet consideration of the following:
Discussion groups and chat rooms
Rogue Web sites
Urban legends
VII. Product Promotion on the Internet
The Internet provides a virtual laboratory to mesh public relations, advertising, and marketing techniques to promote products.
On the positive side, buyers and potential buyers can access your information directly, without interface. On the negative side, you are competing with hundreds of thousands of other information providers for visitor’s attention.
One popular product promotion device is the adlink. The adlink is a small display advertisement that promotes another site or page.
Online discussion groups provide another potential source of product promotion.
Web-based integrated marketing can create a new relationship with customers.
VIII. Investor Relations on the Internet
The Internet also plays a significant role in investor relations, the public relations activity that deals with a company’s stockholders and the communities-brokers and analysts-serving them.
Public companies increasingly use the Internet as a more controlled communications mechanism to reach potential investors.
The government that watches over securities markets is less convinced that the Internet is such a blessing fro investors.
IX. Of Intranets/ Extranets, Wikis; Prodcasts, and RSS Feeds
Public relations practitioners should at least be conversant in the following Internet vehicles:
Intranets
Extranets
Wikis
Podcasting
RSS
Chapter 9 : Print Media Relations
Number One Medium:
Despite the rise of the Internet and electronic media, print still stands as the number one medium among public relations professionals?
Many departments at newspapers and magazines use news release and other publicity vehicles compared to the limited opportunities on networks TV
The Internet and YouTube generations have become dominant members in the society
Public confidence in the media dissipated as time wore on
Media Malaise
Power of Publicity
Mass media have lost relative influence to other proliferating alternative communications vehicles,
the fact remains that securing positive publicity through the media still lies at the heart of public relations practice
Publicity is more credible than advertising
A primary responsibility of a public relations professional vis-à-vis the media is
to help promote the organization when times are good and defend the organization in times of attack
This requires ready working knowledge of what drives the press
Objectivity in the Media
Total objectivity is impossible
By virtue of their role, the media view officials, particularly business and governments spokespersons, with a degree of skepticisms
Journalists should not be expected to accept on faith the party line
The reporter wants the story whether bad or good
The organizations, on the other hand, want things to be presented in the best light
Because of this difference, some executives consider journalists to be the enemy
The Internet Factor
The Internet has complicated this relationship
Dealing with the Media
It falls on public relations professionals to orchestrate the relationship between their organizations and the media
They can be confronted in a honest and interactive way to convey the organization's point of view
An organization must establish a philosophy for dealing wit the media
You should keep in mind the following dozen principles:
1. A reporter is a reporter
2. You are the organization
3. There is no standard issue reporter
4. Treat journalist professionally
5. Do not sweat the skepticism
6. Do not buy a journalist
7. Become a trusted source
8. Talk when not selling
9. Do not expect news agreement
10. Do not cop a tude (do not have attitude with reporters)
11. Never lie
12. Read the paper
Attracting Publicity
Publicity through news releases and other methods is eminently more powerful than advertising
Publicity is most gained by dealing directly with the media, either by initiating the communication or by reacting to inquires
Publicity differs from advertising
Advertising costs money
Since you pay your ad, advertising allows you to control the following:1. Content: What is said and how it is portrayed and illustrated
2. Size: How large a space is devoted to the organization
3. Location: Where in the paper the ad will appear
4. Reach: The audience exposed to the ad, how many papers the ad is in
5. Frequency : How many times the ad is run
Publicity is by no means a sure thing:
1. Publicity is not free
It costs only the time and effort expended by public relations personals and management in conceiving , creating and attempting to place the publicity effort in the media
2. publicity which appears in the news carries the implicit – third party – endorsement of the news sources that reports it
Publicity is not perceived as the sponsoring organization's self-serving view, but as the view of an objective, neural and impartial news sources
Value of Publicity
For any organization, publicity makes sense in the following areas:
1. Announcing a new product or service
2. Reenergizing an old product
3. Explaining a complicated product
4. Little or no budget (frequency)
5. Enhancing the organization's reputation
6. Crisis response
Pitching Publicity
The activity of trying to place positive publicity in a periodical - converting publicity in to news is called pitching
The following hints may help achieve placement:
1. know deadlines
2. Generally write, do not call
3. Direct the release to a specific person and editor
4. Determine how the reporter wants to be contacted
5. Do not badger
6. Use exclusives but be careful
7. When you call do your own calling
8. Do not send clip of other stories about your clients
9. Develop a relationship
10. Never lie
Pitching Online
1. Start with a techno-savvy media database
2. Avoid sending spammed e-mail, first send a brief e-mail identify your
3. The more personal the pitch, the better
4. Links
5. E-mails newsletter in publicity efforts
6. Do not ignore Internet-based news websites
7. Reuters should not be ignored
8. Web Libraries are but another publicity tool
9. Do not forget discussion forums
10. Consider the cyber media tour
Dealing with the Wires
Wire services are compulsory vehicles for distributing news
In preparing copy for paid wires, public relations professionals must consider the following
1. Always include headlines
2. The lead is critical
3. Identify the stock symbol. This is the key to database entry (Nasdaq for Microsoft)
4. Include contact names and numbers at the end
5. specify timing
6. specify target
7. check for accuracy
Measuring Publicity
After an organization has distributed its materials, it needs an effective way to measure the results of its publicity.
A variety of outside print and online services can help:
1. Media directories
2. Press monitoring bureaus
3. broadcast transcription services
4. Media distribution services
5. Content analysis services
Handling Interviews
The following 10 do’s and don’ts are important in newspapers, magazines or other print interviews
1. Media directories
2. Press monitoring bureaus
3. broadcast transcription services
4. Media distribution services
5. Content analysis services
Despite the rise of the Internet and electronic media, print still stands as the number one medium among public relations professionals?
Many departments at newspapers and magazines use news release and other publicity vehicles compared to the limited opportunities on networks TV
The Internet and YouTube generations have become dominant members in the society
Public confidence in the media dissipated as time wore on
Media Malaise
Power of Publicity
Mass media have lost relative influence to other proliferating alternative communications vehicles,
the fact remains that securing positive publicity through the media still lies at the heart of public relations practice
Publicity is more credible than advertising
A primary responsibility of a public relations professional vis-à-vis the media is
to help promote the organization when times are good and defend the organization in times of attack
This requires ready working knowledge of what drives the press
Objectivity in the Media
Total objectivity is impossible
By virtue of their role, the media view officials, particularly business and governments spokespersons, with a degree of skepticisms
Journalists should not be expected to accept on faith the party line
The reporter wants the story whether bad or good
The organizations, on the other hand, want things to be presented in the best light
Because of this difference, some executives consider journalists to be the enemy
The Internet Factor
The Internet has complicated this relationship
Dealing with the Media
It falls on public relations professionals to orchestrate the relationship between their organizations and the media
They can be confronted in a honest and interactive way to convey the organization's point of view
An organization must establish a philosophy for dealing wit the media
You should keep in mind the following dozen principles:
1. A reporter is a reporter
2. You are the organization
3. There is no standard issue reporter
4. Treat journalist professionally
5. Do not sweat the skepticism
6. Do not buy a journalist
7. Become a trusted source
8. Talk when not selling
9. Do not expect news agreement
10. Do not cop a tude (do not have attitude with reporters)
11. Never lie
12. Read the paper
Attracting Publicity
Publicity through news releases and other methods is eminently more powerful than advertising
Publicity is most gained by dealing directly with the media, either by initiating the communication or by reacting to inquires
Publicity differs from advertising
Advertising costs money
Since you pay your ad, advertising allows you to control the following:1. Content: What is said and how it is portrayed and illustrated
2. Size: How large a space is devoted to the organization
3. Location: Where in the paper the ad will appear
4. Reach: The audience exposed to the ad, how many papers the ad is in
5. Frequency : How many times the ad is run
Publicity is by no means a sure thing:
1. Publicity is not free
It costs only the time and effort expended by public relations personals and management in conceiving , creating and attempting to place the publicity effort in the media
2. publicity which appears in the news carries the implicit – third party – endorsement of the news sources that reports it
Publicity is not perceived as the sponsoring organization's self-serving view, but as the view of an objective, neural and impartial news sources
Value of Publicity
For any organization, publicity makes sense in the following areas:
1. Announcing a new product or service
2. Reenergizing an old product
3. Explaining a complicated product
4. Little or no budget (frequency)
5. Enhancing the organization's reputation
6. Crisis response
Pitching Publicity
The activity of trying to place positive publicity in a periodical - converting publicity in to news is called pitching
The following hints may help achieve placement:
1. know deadlines
2. Generally write, do not call
3. Direct the release to a specific person and editor
4. Determine how the reporter wants to be contacted
5. Do not badger
6. Use exclusives but be careful
7. When you call do your own calling
8. Do not send clip of other stories about your clients
9. Develop a relationship
10. Never lie
Pitching Online
1. Start with a techno-savvy media database
2. Avoid sending spammed e-mail, first send a brief e-mail identify your
3. The more personal the pitch, the better
4. Links
5. E-mails newsletter in publicity efforts
6. Do not ignore Internet-based news websites
7. Reuters should not be ignored
8. Web Libraries are but another publicity tool
9. Do not forget discussion forums
10. Consider the cyber media tour
Dealing with the Wires
Wire services are compulsory vehicles for distributing news
In preparing copy for paid wires, public relations professionals must consider the following
1. Always include headlines
2. The lead is critical
3. Identify the stock symbol. This is the key to database entry (Nasdaq for Microsoft)
4. Include contact names and numbers at the end
5. specify timing
6. specify target
7. check for accuracy
Measuring Publicity
After an organization has distributed its materials, it needs an effective way to measure the results of its publicity.
A variety of outside print and online services can help:
1. Media directories
2. Press monitoring bureaus
3. broadcast transcription services
4. Media distribution services
5. Content analysis services
Handling Interviews
The following 10 do’s and don’ts are important in newspapers, magazines or other print interviews
1. Media directories
2. Press monitoring bureaus
3. broadcast transcription services
4. Media distribution services
5. Content analysis services
Chapter 17 : Integrated marketing communications
1. Public Relations vs. Marketing vs. Advertising
Marketing: literally defined, is the selling of a service or product through pricing, distribution, and promotion. Marketing ranges from concepts such as free samples in the hands of consumers to buzz campaigns
Advertising: literally defined, is a subset of marketing that involves paying to place your message in more traditional media formats, from newspapers and magazines to radio and television to the internet and outdoors.
Public Relations: literally defined, is the marketing of an organization and the use of unbiased, objective, third party endorsement to relay information about that organization’s products and practices.
2. Product Publicity:
Product publicity can be the most effective element in the marketing mix. For example:
- Introducing a revolutionary new product.
- Eliminating distribution problems with retail outlets
- Small budgets and strong competition
- Explaining a complicated product
- Generating new consumer excitement for an old product
- Tying the product to a unique representative.
- Creating an identity
3. Third-Party Endorsement:
- Third-party endorsement refers to the tacit support given a product by a newspaper, magazine, or broadcaster who mentions the product as news.
- Publicity appears to be news and is more trustworthy than advertising that is paid for by a clearly nonobjective sponsor.
- Public relations counselors argue that discriminating against using product names does a disservice to readers or viewers, many of whom are influenced by what they read or see and many desires the particular products discussed.
4. Building a Brand:
Branding: is creating a differentiable identity or position for a company or product
Using integrated marketing communications to establish a unique brand requires adherence to the following principles:
- Be early
- Be memorable
- Be aggressive
- Use heritage
- Create a personality
5. Integrating Marketing with Public Relations:
A. Article Reprints :
Marketing can be done through article reprints aimed at that part of a target audience that might not have seen the original article. It helps also to reinforce the reactions of those read the original article.
Use of reprints should be approached systematically with the following ground rules in mind
- Plan ahead.
- Select target publics and address the recipients by name and title
- Pinpoint the reprint’s significance
- Integrate the reprint with similar articles and information on the same or related subjects.
B. Trade Show Participation:
This feature enables an organization to display its products before important target audience. The decision to participate should be considered with the following factors in mind :
- Analyze the show carefully
- Select a common theme.
- Make sure the products displayed are the right ones
- Consider the trade books
- Emphasize what’s new
- Consider local promotion efforts
- Evaluate the worth
C. Use of Spokespersons
- The purpose of the spokespersons is to air their sponsor’s viewpoint
- They must be articulate, fast on their feed and thoroughly knowledgeable about the subject.
D. Cause-Related Marketing :
It brings together the fund-raising needs of nonprofit groups with the business objectives of sponsoring companies.
E. In-kind Promotions
When a service, product or other consideration in exchange for publicity exposure is offered, it is called an in0kind promotion.
6. Public Relations Advertising :
This technique became known variously as institutional advertising, image advertising, public service advertising, issues advertising, and ultimately public relations-or nonproduct- advertising,
7. Purposes of Public Relations Advertising :
1. mergers and diversifications
2. personnel changes
3. organizational resources
4. manufacturing and service capabilities
5. growth history
6. financial strength and stability
7. company customers
8. organization name change
9. trademark protection
10. corporate emergencies
8. Twenty First Century Integrated Marketing :
A. Television Brand Integration :
The latest phenomenon in television is to integrate products into the fabric of what is being presented on the screen.
B. Infomercials :
They were introduced as program-length commercials, shamelessly hawking products
C. Word-of-Mouth Marketing :
Also known as Buzz Marketing, word of mouth is another alternative to traditional advertising that enlists influencers or trend setters to spread the word about particular product.
D. Television and Movie Product Placements :
Product placements in films also are proliferating at a rapid rate.
They are also known as the embedded advertisements
E. You Name It :
1. Song placements
2. Sports teams
3. Blogs
4. Whaaa?
Marketing: literally defined, is the selling of a service or product through pricing, distribution, and promotion. Marketing ranges from concepts such as free samples in the hands of consumers to buzz campaigns
Advertising: literally defined, is a subset of marketing that involves paying to place your message in more traditional media formats, from newspapers and magazines to radio and television to the internet and outdoors.
Public Relations: literally defined, is the marketing of an organization and the use of unbiased, objective, third party endorsement to relay information about that organization’s products and practices.
2. Product Publicity:
Product publicity can be the most effective element in the marketing mix. For example:
- Introducing a revolutionary new product.
- Eliminating distribution problems with retail outlets
- Small budgets and strong competition
- Explaining a complicated product
- Generating new consumer excitement for an old product
- Tying the product to a unique representative.
- Creating an identity
3. Third-Party Endorsement:
- Third-party endorsement refers to the tacit support given a product by a newspaper, magazine, or broadcaster who mentions the product as news.
- Publicity appears to be news and is more trustworthy than advertising that is paid for by a clearly nonobjective sponsor.
- Public relations counselors argue that discriminating against using product names does a disservice to readers or viewers, many of whom are influenced by what they read or see and many desires the particular products discussed.
4. Building a Brand:
Branding: is creating a differentiable identity or position for a company or product
Using integrated marketing communications to establish a unique brand requires adherence to the following principles:
- Be early
- Be memorable
- Be aggressive
- Use heritage
- Create a personality
5. Integrating Marketing with Public Relations:
A. Article Reprints :
Marketing can be done through article reprints aimed at that part of a target audience that might not have seen the original article. It helps also to reinforce the reactions of those read the original article.
Use of reprints should be approached systematically with the following ground rules in mind
- Plan ahead.
- Select target publics and address the recipients by name and title
- Pinpoint the reprint’s significance
- Integrate the reprint with similar articles and information on the same or related subjects.
B. Trade Show Participation:
This feature enables an organization to display its products before important target audience. The decision to participate should be considered with the following factors in mind :
- Analyze the show carefully
- Select a common theme.
- Make sure the products displayed are the right ones
- Consider the trade books
- Emphasize what’s new
- Consider local promotion efforts
- Evaluate the worth
C. Use of Spokespersons
- The purpose of the spokespersons is to air their sponsor’s viewpoint
- They must be articulate, fast on their feed and thoroughly knowledgeable about the subject.
D. Cause-Related Marketing :
It brings together the fund-raising needs of nonprofit groups with the business objectives of sponsoring companies.
E. In-kind Promotions
When a service, product or other consideration in exchange for publicity exposure is offered, it is called an in0kind promotion.
6. Public Relations Advertising :
This technique became known variously as institutional advertising, image advertising, public service advertising, issues advertising, and ultimately public relations-or nonproduct- advertising,
7. Purposes of Public Relations Advertising :
1. mergers and diversifications
2. personnel changes
3. organizational resources
4. manufacturing and service capabilities
5. growth history
6. financial strength and stability
7. company customers
8. organization name change
9. trademark protection
10. corporate emergencies
8. Twenty First Century Integrated Marketing :
A. Television Brand Integration :
The latest phenomenon in television is to integrate products into the fabric of what is being presented on the screen.
B. Infomercials :
They were introduced as program-length commercials, shamelessly hawking products
C. Word-of-Mouth Marketing :
Also known as Buzz Marketing, word of mouth is another alternative to traditional advertising that enlists influencers or trend setters to spread the word about particular product.
D. Television and Movie Product Placements :
Product placements in films also are proliferating at a rapid rate.
They are also known as the embedded advertisements
E. You Name It :
1. Song placements
2. Sports teams
3. Blogs
4. Whaaa?
Chapter 15 International Relations
1.Operating Around the Globe
The actions of individuals and organizations in one part of the world are felt instantly and irrevocably by people around the globe.
Multinational corporations, in particular, must be sensitive to how their actions might affect people of different cultures in different geographies.
Hopscotching the World for Public Relations :
Canada:
Canadian public relations are the rival of American practice in terms of its level of acceptance, respect, sophistication and maturity.
Canadian public relations professionals must be conversant not only in English speaking parts of their country but also in the French speaking markets, such as Quebec.
Europe:
Europe is the domicile of some of the world’s mightiest companies, from BMW and Volkswagen in Germany.
Latin America
iLatin America is expending at a faster rate than virtually any other region in the world.
In terms of public relations development in Latin America, the scene is more chaotic than in the United States, Canada or Europe.
Japan:
Public relations in Asia have experienced sharp growth in recent years.
The practice of public relations is contrary to the nation’s cultural heritage.
China:
China holds great potential for public relations expansion.
Asia:
Elsewhere in Asia, public relations also have begun to take root.
Every Asian country is different and public relations practice differs considerably from that in the United Stated.
Eastern Europe:
In the new democracies of Eastern Europe, there are 370 million consumers and so the prospects for public relations expansion are enticing.
Russia:
The practice of public relations has been steadily developing.
The practice of PR still has a ways to go in Russia.
Australia and New Zealand:
The public relations Institute of Australia is an extremely active organization and the practice is widespread.
Australian public relations practice is more low key and less flashy than American practice but no less competent and sophisticated.
Africa:
The practice of public relation in Africa is growing.
As the most developed country in sub-Saharan African, South Africa led the continent in sophisticated public relations.
In several African countries, public relations practitioners are not allowed to practice their craft unless they are registered members of designated national public relations associations, which adhere to strict standards and ethics.
Middle East:
Despite the misunderstandings, hostilities, and frayed feelings that exist between the Middle East and the West, the practice of public relations, in parts of the Middle East at least, has grown nicely.
The practice itself is far different than that practiced in the United States.
3. Communicating to the Global Village:
Communication media around the world have truly converted the globe into one large “village”, united by satellite and internet technology. What happens in one corner of the globe is instantly transmitted to another.
On of the most active global communications factors are the tens of thousands of nongovernmental organization (NGO).such organization can spread their views across the glob.
As globalization and international trade impact societies, such NGOs have become increasingly influential in world affairs.
The actions of individuals and organizations in one part of the world are felt instantly and irrevocably by people around the globe.
Multinational corporations, in particular, must be sensitive to how their actions might affect people of different cultures in different geographies.
Hopscotching the World for Public Relations :
Canada:
Canadian public relations are the rival of American practice in terms of its level of acceptance, respect, sophistication and maturity.
Canadian public relations professionals must be conversant not only in English speaking parts of their country but also in the French speaking markets, such as Quebec.
Europe:
Europe is the domicile of some of the world’s mightiest companies, from BMW and Volkswagen in Germany.
Latin America
iLatin America is expending at a faster rate than virtually any other region in the world.
In terms of public relations development in Latin America, the scene is more chaotic than in the United States, Canada or Europe.
Japan:
Public relations in Asia have experienced sharp growth in recent years.
The practice of public relations is contrary to the nation’s cultural heritage.
China:
China holds great potential for public relations expansion.
Asia:
Elsewhere in Asia, public relations also have begun to take root.
Every Asian country is different and public relations practice differs considerably from that in the United Stated.
Eastern Europe:
In the new democracies of Eastern Europe, there are 370 million consumers and so the prospects for public relations expansion are enticing.
Russia:
The practice of public relations has been steadily developing.
The practice of PR still has a ways to go in Russia.
Australia and New Zealand:
The public relations Institute of Australia is an extremely active organization and the practice is widespread.
Australian public relations practice is more low key and less flashy than American practice but no less competent and sophisticated.
Africa:
The practice of public relation in Africa is growing.
As the most developed country in sub-Saharan African, South Africa led the continent in sophisticated public relations.
In several African countries, public relations practitioners are not allowed to practice their craft unless they are registered members of designated national public relations associations, which adhere to strict standards and ethics.
Middle East:
Despite the misunderstandings, hostilities, and frayed feelings that exist between the Middle East and the West, the practice of public relations, in parts of the Middle East at least, has grown nicely.
The practice itself is far different than that practiced in the United States.
3. Communicating to the Global Village:
Communication media around the world have truly converted the globe into one large “village”, united by satellite and internet technology. What happens in one corner of the globe is instantly transmitted to another.
On of the most active global communications factors are the tens of thousands of nongovernmental organization (NGO).such organization can spread their views across the glob.
As globalization and international trade impact societies, such NGOs have become increasingly influential in world affairs.
Tuesday, October 30, 2007
External communication and networking for NGOs
Communication is necessary for every interaction, we communicate with each other all day through different means. Communication is necessary for working together since it offers us the opportunity to increase our audience, gain more knowledge and experience. Therefore Rotaract clubs need communication, and we need to improve it all the time. Communication and networking go together. Many of us might not pay attention to the word “networking” and find it useless; however it is something that we all do. Networking is the fact of establishing contacts, keeping contacts and using those contacts. This is a very important tool to improve the communication between NGO (Non Governmental Organization). However, some NGOs may have poor networking and this is the case of Rotaract morocco.
This paper aim to find solution in order to improve the external communication between NGOs and how to use those contacts in order to work more effectively and I will take the Rotaract Morocco as a case study. We have two kinds of communication: the communication inside NGOs or internal communication, and communication with other NGOs and funds or external communication. In this paper, I will be focusing more in the external communication between the different Rotaract clubs in Morocco. However, no matter what kind of communication we will address, all forms of communication networking is highly recommended and very important.
Before starting talking about ways of improving the communication, a brief overview about Rotaract is highly recommended.
Rotaract History
According to Rotary website, Rotaract is a Rotary-sponsored service club for young men and women ages 18 to 30 foster leadership and citizenship and want to make a difference. It is either community or university based, and they’re sponsored by a local Rotary club. This makes them true "partners in service" and key members of the family of Rotary. . It was founded in 1968 by Rotary International, an association of clubs made up of service-minded business and professional leaders. This clubs enable Rotaractors to grow personally and professionally, address community needs, and promote international understanding through friendship and service
As one of Rotary’s most significant and fastest-growing service programs, with more than 7,000 clubs in about 163 countries and geographical areas, Rotaract has become a worldwide phenomenon. The word Rotaract comes from a combination of the words “Rotary” and “Action”. The first club was chartered in 1968 at the University of North Carolina, USA. Today there are over 7,500 clubs in over 154 countries with an estimated membership of 170,000 young men and women worldwide. Rotaractors should be of good standing and reputation in their communities. Under the guidance of a Rotarian advisor, Rotaract clubs conduct formal meetings, usually every week, which feature speakers, tours of local businesses, cultural activities, discussions, and visits to other clubs. Each year, Rotaract clubs conduct at least one service project in each of three areas of service: vocational, community and international. In addition to their service agenda, Rotaract clubs also focus on professional development, organizing career-related programs to assist members and peers outside the club in making informed career choices. During the week of 13 March, Rotaractors join in a worldwide celebration of World Rotaract Week. This coincides with the date that the first Rotaract club was officially certified by Rotary International. In celebration of this week, Rotaractors plan and carry out service projects and local events to raise awareness about the club.
Many Rotaract service projects focus on issues of importance to young people such as AIDS, the environment, homelessness, urban peace, and drug abuse prevention. Often Rotaractors work in tandem with area Rotarians Projects and activities may include:
• Blood drives
• Benefit concerts
• Literacy campaigns
• AIDS education
• Environmental clean-up efforts
• Professional and vocational forums
Rotaractors may also
Assist in organizing Interact clubs or mentor Interactors
Participate in Rotary Youth Leadership Awards
Become Rotary Foundation Ambassadorial Scholars or Group Study Exchange team members
Seek membership in their local Rotary club
Background
Rotaract started expanding all over the world. Almost height years ago, the first Rotaract club in Morocco was created in Casablanca. After that, it started expanding all over Morocco and this is of course thanks to the Rotary club who helped in the creation of the first Rotaract Club in Morocco. The aim behind creating such organization in Morocco is to build a mutual understanding between the different Rotaract clubs in the world. This club introduced a new culture within the society, a culture where all of us should help each other in order to decrease the level of poverty and make from Morocco such a good place. Rotaract started expanding all over the world in order to break down the barriers and promote peace, and this is with the aim of changing the world to a better place and being the change that they want to see.
Rotaract of Al Akhawayn University has been operational since September 23, 2001. Today, the club gathers about twenty active members and volunteers who with their participation and projects follow the goals of Rotaract. Rotaract club AUI is part of a Rotary District 9010 which includes clubs from Libya, Tunisia, Algeria, Mauritania and Morocco Members of the district frequently gather on multidistrict conferences thus informing and maintaining friendly connections and ties. Rotaract club offers young and ambitious people to recognize the needs of their community and to, through their own contribution in fulfilling those needs, develop and improve their knowledge and skills, as well as to build their high moral principles.
Message statement:
Every club has its own slogan, for the AUI Rotaract Club is
“We Lead the Way”
Our vision statement is: to be an outstanding service organization
Mission Statement: to improve our community
Identification of the problem
In Morocco, there are more than twelve Rotaract clubs operating and following the same path, but they suffer from one major problem: the external communication between the different clubs is very weak. This constitutes a huge obstacle because they don’t communicate and hence they are not aware of each other events and major activities. As the president of Rotaract club, I can claim that Rotaract clubs Morocco lack the external communication and there is no contact with their members. After more than four years within Rotaract clubs, we just met one time. We are not aware of what is going on outside our clubs and this constitutes a challenge for us. Actually, the Rotaract club Morocco needs to cooperate together and come up with project at the national scale, but since there is no contact between the members, this is almost impossible. It is true that the Rotaractors are encouraged to keep their contact information current and updates in order to facilitate the communication, but even though, the problem persists.
We are trying to overcome these weaknesses and make improvement in this area. By improving the external communication, the Rotaract clubs in Morocco can establish strong connections and broaden their network and thus increase exposure to opportunities. Rotaractors can accomplish more if they can reach out to Rotaractors.
Research question:
The big question is: How can we facilitate the external communication and through which means?
Target audience
Communication system enables the exchange of effective and efficient information. The external communication is the exchange of information which occurs between the organization and external parties such as community members, but in our case it is about the external communication between the different members of the Rotaract clubs in Morocco. However, the internal communication is an exchange of information which occurs within the organization itself. In today world, knowing who to communicate to, what, why, when and how is becoming vital.
Goals of the paper: 1. Develop and implement a communication strategy using technology to economically increase and improve both internal and external communication.2. Develop a robust public relations committee for internal and external marketing of Rotaract Clubs in Morocco.
Solutions and communication vehicles :
In general, every organization has its own method of communication. The most used methods of external communication are
- emails
- telephone calls
- fax
- letters
- blogsopt
In order to find solutions to this problem, Rotaract AUI took the initiative and called for a general assembly where all the representatives of the clubs should be present and discuss the problem. People from different clubs came to the meeting and suggested some solutions. We concluded that the Rotaract club Morocco should elect a national coordinator that should be in touch with all clubs keep every one informed about all the events and facilitate the communication.
The national coordinator must help in the management of all clubs over Morocco and come up with a national action plan. This person is very important since he or she might try to get in touch with all clubs and s/he the link between the Rotaract and rotary. Without a national coordinator, the effective of the clubs is negative and their output is very low. The national coordinator is also responsible for promoting the program, disseminating information among all Rotaract and sponsor rotary clubs
Besides that, Rotaract clubs of Morocco should design a media strategy in order to create visibility about their work among its members and public opinion. This is what Rotaract clubs of Morocco can do in order to implement this strategy:
Develop a website or blogspot: the use of blogs and website is becoming now very famous and everyone is tending to create their own space. Thanks to this new tool, Rotaract clubs can highlight their work on a global scale. However, having a website or a blogs requires some work. Someone should update it continuously in order to ensure that the information is fresh as possible. It is not professional to have a website or a blog with information that dates back to more than 5months, and this might create a bad impression on the people checking it out. After words, we decided within Rotaract Morocco that each club must create a blog, and then between all of us we will create the website for Rotaract morocco where we can link all our blogs. Only one club out of twelve is using a blog to share their information and events with us, and Rotaract AUI is the second club to create a blog. Websites can be expensive to maintain, that is why it requires a professional to do it, however a blogspot is easy to maintain and can be a substitute for a website. This is free service on the internet and requires no domain fee, additionally space can be unlimited. Another new phenomenon it is the use of facebook. Many Rotaract club over the word have their facebook, that is why I took the initiative to create a facebook group for the Rotaract club of AUI, and then for Morocco. But even with the use of all theses tools, people still inactive and they don’t use it effectively. People need to adopt this new culture and get used to it, however this will take time. The diffusion of technology in our country is still weak even if every one has access to it.
Design a newsletter: this is a good tool to inform the outside world about who we are and what we are doing, and why we are doing it and where we are doing and how well we are doing it. It should be the primary voice of the organization in order to create awareness. Rotaract Morocco used to have this newsletter where all members contribute on it, but since 4 years ago, they did not distribute anything. Rotaract Morocco should have a quarterly newsletter than can be electronic in order to save the printing costs and can be sent to everyone
Annual report: all clubs of Rotaract must produce an annual report that must be public. Actually all NGOs need to publish it. The annual report can be exchange between the different clubs and also sent to the relevant stakeholders.
Media relations: Rotaract clubs needs to get in touch with press in order to frontline their public relations. Writing to magazines, journals or website is very interesting. The use of posters, pamphlets and brochures is also essential point of marketing.
Special events and social gathering between the members: a gathering can be organized at least every 3 months. Besides the electronic ways of communication, there is no better than the interaction face to face, that’s why conference, seminars or social gathering is an important to build good network. Rotaract try to organize seminars just for its members and every club try to organize a weekend for Rotaract members where all Rotaractors meets in order to share their experiences and knowledge. Besides, we agreed that all representative of clubs should meet every three month in order to discuss the others cancers, and also in order to work in project at the national scale.
Using E-mails: creating a mailing list is primordial to communicate and keep in touch with each other. We should not wait for others to take actions, someone should take initiative till the other get used to it. By building a mailing list and mailing regularly, using e-mail and news group or website, every one will be updated and aware of others events. The Rotaract club thought about this, and we are using yahoo group in order to communicate. However, people are still not that used, and even with the presence of these methods, we find problems since not every one is cooperative and replying to the emails. Another method was the creating of two groups in facebook, one for Rotract AUI and the other for Rotract Morocco. But even though, not every one is active. We are trying to get everyone involved by starting a discussion, but unfortunately only few replied. As we can see, even with the presence of the different tools, the real problem is on the people mind. People must get used to this new ways of communication. We are in the digital age where the traditional ways of communication are not effective anymore and people must adapt to it. It is really hard to change people’s mind and this may led us to another topic. However the best thing that we can do is showing interest.
Use of Faxes: it is an expensive method and time consuming compared to the use of emails, but it can be highly recommended in some cases. Faxes can not be deleted, and the receiver is obliged to read it before it can be destroyed. Rotaract use already this way in order to inform others about a special event or issue or send official forms.
The use of sms’s : this is an effective and rapid method to keep everyone updated and to communicate fast. It is a very effective since all members have access to cell phones and the answer can be quick. However it can be sometimes cost effective because of the huge number of members.
Develop an ad: only one club out of twelve has an ad. As part of the project, I have created a spot for Rotaract AUI. This can be very effective visual information about Rotaract. It must be short and more than 10 minutes since people don’t have time. I will try to cover all the important projects within our club and send it to the different clubs additionally; it must be uploaded in “youtube” so every one can have access to it.
Data base: This data base is a vital way to improve the networking, and have the contact of all members available.
Word of mouth: this is the most traditional and powerful means of media and all the members should be involved in this. Everyone should be well informed to talk about a specific issue anytime anywhere.
The communication between the clubs must be two-way. Those are some of the methods that Rotaract clubs can apply for an effective external communication. Every method of communication has a different meaning but it is very effective. Those are the most important actions that the Rotaract Morocco must develop : Objective for 2007- 2008 :
- Create the Rotaract of Morocco website.
- All clubs must have blogs
- Add Rotaract advertiser in the website
- Create a data base
- Re-evaluate internal audit process
The use of finding of this project:
This project will distributed to the different Rotaract clubs over Morocco in order to use it as a reference. They are many strategies that can be implemented easily and used effectively, so it will be a good idea that every club get a copy of this project and use it as a guide for improving their external communication. It can be used also as reference to improve the communication between the organization and the community since those strategies is applicable for both cases.
Brief overview about the internal communication:
The internal communication between the members is very effective. Each week one hour meeting is held in the student activities office for our club, and it is the same case for the other clubs all over Morocco. An email is sent 24 hours before in order to communicate the timing and the place of the email. After the end of every meeting, a meeting minutes is sent to the members to keep them updated, remind them of their tasks, and inform the ones that were absent about the tasks. This effort is made in order to increase the communication and each one should be aware of its tasks and what they are supposed to do. In addition, e-mail is a primary form of communication. We created a facebook group in order to facilitate the flow of information, but unfortunately is not effective. Besides, as part of this project, I created a blog that allow board members to post comments/ requests/ questions and post document, and it is a new way to increase the availability of documents to all board members.
Conclusion
It is true that the Rotaract clubs in Morocco is facing several problems, but we have our strengths also. Our greatest asset is the dedicated, intelligent and talented members. Our members are enthusiastic, take initiative and work hard to accomplish the goals of the club. Communication has three parts: a sender, a message and a receiverwhen you want to communicate you will find that all three parts change from one situation to the other. Your work will improve when you are able to analyze your communication: think every time about who the sender is, what the message is, and who the receiver is.
Reference:
Frank. J ( 2007). The NGO Network Alliance Project. Media Strategies for NGO sustainability. Retrieved September 19, 2007 from :
http://www.kubatana.net/html/archive/resour/070805fj1.asp?sector=RESOUR
Fraser.P.S. (2001). The Practice of Public Relations. Pearson: New Jersey
Rotaract. Retrieved October 3, 2007 from: http://www.rotary.org/en/StudentsAndYouth/YouthPrograms/Rotaract/Pages/ridef ault.aspx
This paper aim to find solution in order to improve the external communication between NGOs and how to use those contacts in order to work more effectively and I will take the Rotaract Morocco as a case study. We have two kinds of communication: the communication inside NGOs or internal communication, and communication with other NGOs and funds or external communication. In this paper, I will be focusing more in the external communication between the different Rotaract clubs in Morocco. However, no matter what kind of communication we will address, all forms of communication networking is highly recommended and very important.
Before starting talking about ways of improving the communication, a brief overview about Rotaract is highly recommended.
Rotaract History
According to Rotary website, Rotaract is a Rotary-sponsored service club for young men and women ages 18 to 30 foster leadership and citizenship and want to make a difference. It is either community or university based, and they’re sponsored by a local Rotary club. This makes them true "partners in service" and key members of the family of Rotary. . It was founded in 1968 by Rotary International, an association of clubs made up of service-minded business and professional leaders. This clubs enable Rotaractors to grow personally and professionally, address community needs, and promote international understanding through friendship and service
As one of Rotary’s most significant and fastest-growing service programs, with more than 7,000 clubs in about 163 countries and geographical areas, Rotaract has become a worldwide phenomenon. The word Rotaract comes from a combination of the words “Rotary” and “Action”. The first club was chartered in 1968 at the University of North Carolina, USA. Today there are over 7,500 clubs in over 154 countries with an estimated membership of 170,000 young men and women worldwide. Rotaractors should be of good standing and reputation in their communities. Under the guidance of a Rotarian advisor, Rotaract clubs conduct formal meetings, usually every week, which feature speakers, tours of local businesses, cultural activities, discussions, and visits to other clubs. Each year, Rotaract clubs conduct at least one service project in each of three areas of service: vocational, community and international. In addition to their service agenda, Rotaract clubs also focus on professional development, organizing career-related programs to assist members and peers outside the club in making informed career choices. During the week of 13 March, Rotaractors join in a worldwide celebration of World Rotaract Week. This coincides with the date that the first Rotaract club was officially certified by Rotary International. In celebration of this week, Rotaractors plan and carry out service projects and local events to raise awareness about the club.
Many Rotaract service projects focus on issues of importance to young people such as AIDS, the environment, homelessness, urban peace, and drug abuse prevention. Often Rotaractors work in tandem with area Rotarians Projects and activities may include:
• Blood drives
• Benefit concerts
• Literacy campaigns
• AIDS education
• Environmental clean-up efforts
• Professional and vocational forums
Rotaractors may also
Assist in organizing Interact clubs or mentor Interactors
Participate in Rotary Youth Leadership Awards
Become Rotary Foundation Ambassadorial Scholars or Group Study Exchange team members
Seek membership in their local Rotary club
Background
Rotaract started expanding all over the world. Almost height years ago, the first Rotaract club in Morocco was created in Casablanca. After that, it started expanding all over Morocco and this is of course thanks to the Rotary club who helped in the creation of the first Rotaract Club in Morocco. The aim behind creating such organization in Morocco is to build a mutual understanding between the different Rotaract clubs in the world. This club introduced a new culture within the society, a culture where all of us should help each other in order to decrease the level of poverty and make from Morocco such a good place. Rotaract started expanding all over the world in order to break down the barriers and promote peace, and this is with the aim of changing the world to a better place and being the change that they want to see.
Rotaract of Al Akhawayn University has been operational since September 23, 2001. Today, the club gathers about twenty active members and volunteers who with their participation and projects follow the goals of Rotaract. Rotaract club AUI is part of a Rotary District 9010 which includes clubs from Libya, Tunisia, Algeria, Mauritania and Morocco Members of the district frequently gather on multidistrict conferences thus informing and maintaining friendly connections and ties. Rotaract club offers young and ambitious people to recognize the needs of their community and to, through their own contribution in fulfilling those needs, develop and improve their knowledge and skills, as well as to build their high moral principles.
Message statement:
Every club has its own slogan, for the AUI Rotaract Club is
“We Lead the Way”
Our vision statement is: to be an outstanding service organization
Mission Statement: to improve our community
Identification of the problem
In Morocco, there are more than twelve Rotaract clubs operating and following the same path, but they suffer from one major problem: the external communication between the different clubs is very weak. This constitutes a huge obstacle because they don’t communicate and hence they are not aware of each other events and major activities. As the president of Rotaract club, I can claim that Rotaract clubs Morocco lack the external communication and there is no contact with their members. After more than four years within Rotaract clubs, we just met one time. We are not aware of what is going on outside our clubs and this constitutes a challenge for us. Actually, the Rotaract club Morocco needs to cooperate together and come up with project at the national scale, but since there is no contact between the members, this is almost impossible. It is true that the Rotaractors are encouraged to keep their contact information current and updates in order to facilitate the communication, but even though, the problem persists.
We are trying to overcome these weaknesses and make improvement in this area. By improving the external communication, the Rotaract clubs in Morocco can establish strong connections and broaden their network and thus increase exposure to opportunities. Rotaractors can accomplish more if they can reach out to Rotaractors.
Research question:
The big question is: How can we facilitate the external communication and through which means?
Target audience
Communication system enables the exchange of effective and efficient information. The external communication is the exchange of information which occurs between the organization and external parties such as community members, but in our case it is about the external communication between the different members of the Rotaract clubs in Morocco. However, the internal communication is an exchange of information which occurs within the organization itself. In today world, knowing who to communicate to, what, why, when and how is becoming vital.
Goals of the paper: 1. Develop and implement a communication strategy using technology to economically increase and improve both internal and external communication.2. Develop a robust public relations committee for internal and external marketing of Rotaract Clubs in Morocco.
Solutions and communication vehicles :
In general, every organization has its own method of communication. The most used methods of external communication are
- emails
- telephone calls
- fax
- letters
- blogsopt
In order to find solutions to this problem, Rotaract AUI took the initiative and called for a general assembly where all the representatives of the clubs should be present and discuss the problem. People from different clubs came to the meeting and suggested some solutions. We concluded that the Rotaract club Morocco should elect a national coordinator that should be in touch with all clubs keep every one informed about all the events and facilitate the communication.
The national coordinator must help in the management of all clubs over Morocco and come up with a national action plan. This person is very important since he or she might try to get in touch with all clubs and s/he the link between the Rotaract and rotary. Without a national coordinator, the effective of the clubs is negative and their output is very low. The national coordinator is also responsible for promoting the program, disseminating information among all Rotaract and sponsor rotary clubs
Besides that, Rotaract clubs of Morocco should design a media strategy in order to create visibility about their work among its members and public opinion. This is what Rotaract clubs of Morocco can do in order to implement this strategy:
Develop a website or blogspot: the use of blogs and website is becoming now very famous and everyone is tending to create their own space. Thanks to this new tool, Rotaract clubs can highlight their work on a global scale. However, having a website or a blogs requires some work. Someone should update it continuously in order to ensure that the information is fresh as possible. It is not professional to have a website or a blog with information that dates back to more than 5months, and this might create a bad impression on the people checking it out. After words, we decided within Rotaract Morocco that each club must create a blog, and then between all of us we will create the website for Rotaract morocco where we can link all our blogs. Only one club out of twelve is using a blog to share their information and events with us, and Rotaract AUI is the second club to create a blog. Websites can be expensive to maintain, that is why it requires a professional to do it, however a blogspot is easy to maintain and can be a substitute for a website. This is free service on the internet and requires no domain fee, additionally space can be unlimited. Another new phenomenon it is the use of facebook. Many Rotaract club over the word have their facebook, that is why I took the initiative to create a facebook group for the Rotaract club of AUI, and then for Morocco. But even with the use of all theses tools, people still inactive and they don’t use it effectively. People need to adopt this new culture and get used to it, however this will take time. The diffusion of technology in our country is still weak even if every one has access to it.
Design a newsletter: this is a good tool to inform the outside world about who we are and what we are doing, and why we are doing it and where we are doing and how well we are doing it. It should be the primary voice of the organization in order to create awareness. Rotaract Morocco used to have this newsletter where all members contribute on it, but since 4 years ago, they did not distribute anything. Rotaract Morocco should have a quarterly newsletter than can be electronic in order to save the printing costs and can be sent to everyone
Annual report: all clubs of Rotaract must produce an annual report that must be public. Actually all NGOs need to publish it. The annual report can be exchange between the different clubs and also sent to the relevant stakeholders.
Media relations: Rotaract clubs needs to get in touch with press in order to frontline their public relations. Writing to magazines, journals or website is very interesting. The use of posters, pamphlets and brochures is also essential point of marketing.
Special events and social gathering between the members: a gathering can be organized at least every 3 months. Besides the electronic ways of communication, there is no better than the interaction face to face, that’s why conference, seminars or social gathering is an important to build good network. Rotaract try to organize seminars just for its members and every club try to organize a weekend for Rotaract members where all Rotaractors meets in order to share their experiences and knowledge. Besides, we agreed that all representative of clubs should meet every three month in order to discuss the others cancers, and also in order to work in project at the national scale.
Using E-mails: creating a mailing list is primordial to communicate and keep in touch with each other. We should not wait for others to take actions, someone should take initiative till the other get used to it. By building a mailing list and mailing regularly, using e-mail and news group or website, every one will be updated and aware of others events. The Rotaract club thought about this, and we are using yahoo group in order to communicate. However, people are still not that used, and even with the presence of these methods, we find problems since not every one is cooperative and replying to the emails. Another method was the creating of two groups in facebook, one for Rotract AUI and the other for Rotract Morocco. But even though, not every one is active. We are trying to get everyone involved by starting a discussion, but unfortunately only few replied. As we can see, even with the presence of the different tools, the real problem is on the people mind. People must get used to this new ways of communication. We are in the digital age where the traditional ways of communication are not effective anymore and people must adapt to it. It is really hard to change people’s mind and this may led us to another topic. However the best thing that we can do is showing interest.
Use of Faxes: it is an expensive method and time consuming compared to the use of emails, but it can be highly recommended in some cases. Faxes can not be deleted, and the receiver is obliged to read it before it can be destroyed. Rotaract use already this way in order to inform others about a special event or issue or send official forms.
The use of sms’s : this is an effective and rapid method to keep everyone updated and to communicate fast. It is a very effective since all members have access to cell phones and the answer can be quick. However it can be sometimes cost effective because of the huge number of members.
Develop an ad: only one club out of twelve has an ad. As part of the project, I have created a spot for Rotaract AUI. This can be very effective visual information about Rotaract. It must be short and more than 10 minutes since people don’t have time. I will try to cover all the important projects within our club and send it to the different clubs additionally; it must be uploaded in “youtube” so every one can have access to it.
Data base: This data base is a vital way to improve the networking, and have the contact of all members available.
Word of mouth: this is the most traditional and powerful means of media and all the members should be involved in this. Everyone should be well informed to talk about a specific issue anytime anywhere.
The communication between the clubs must be two-way. Those are some of the methods that Rotaract clubs can apply for an effective external communication. Every method of communication has a different meaning but it is very effective. Those are the most important actions that the Rotaract Morocco must develop : Objective for 2007- 2008 :
- Create the Rotaract of Morocco website.
- All clubs must have blogs
- Add Rotaract advertiser in the website
- Create a data base
- Re-evaluate internal audit process
The use of finding of this project:
This project will distributed to the different Rotaract clubs over Morocco in order to use it as a reference. They are many strategies that can be implemented easily and used effectively, so it will be a good idea that every club get a copy of this project and use it as a guide for improving their external communication. It can be used also as reference to improve the communication between the organization and the community since those strategies is applicable for both cases.
Brief overview about the internal communication:
The internal communication between the members is very effective. Each week one hour meeting is held in the student activities office for our club, and it is the same case for the other clubs all over Morocco. An email is sent 24 hours before in order to communicate the timing and the place of the email. After the end of every meeting, a meeting minutes is sent to the members to keep them updated, remind them of their tasks, and inform the ones that were absent about the tasks. This effort is made in order to increase the communication and each one should be aware of its tasks and what they are supposed to do. In addition, e-mail is a primary form of communication. We created a facebook group in order to facilitate the flow of information, but unfortunately is not effective. Besides, as part of this project, I created a blog that allow board members to post comments/ requests/ questions and post document, and it is a new way to increase the availability of documents to all board members.
Conclusion
It is true that the Rotaract clubs in Morocco is facing several problems, but we have our strengths also. Our greatest asset is the dedicated, intelligent and talented members. Our members are enthusiastic, take initiative and work hard to accomplish the goals of the club. Communication has three parts: a sender, a message and a receiverwhen you want to communicate you will find that all three parts change from one situation to the other. Your work will improve when you are able to analyze your communication: think every time about who the sender is, what the message is, and who the receiver is.
Reference:
Frank. J ( 2007). The NGO Network Alliance Project. Media Strategies for NGO sustainability. Retrieved September 19, 2007 from :
http://www.kubatana.net/html/archive/resour/070805fj1.asp?sector=RESOUR
Fraser.P.S. (2001). The Practice of Public Relations. Pearson: New Jersey
Rotaract. Retrieved October 3, 2007 from: http://www.rotary.org/en/StudentsAndYouth/YouthPrograms/Rotaract/Pages/ridef ault.aspx
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