Public Relations and Media Relations

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Public Relations and Media Relations

• Sonny Barber, IEEE Corporate Communications
• POCO Prague July 18, 2009

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Who am I?

• Member of IEEE Corporate Communications Team
• 15 years with IEEE 37 years in Public Relations
• Experience in range of Public Relations activities

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Using Public Relations Media Relations

• Public Relations, Media Relations Defined
• Using PR (and MR) For Your Conference
• More Support for Your Conference IEEE Public
  Visibility Initiative IEEE 125th Anniversary
• Brand Identity
• Public/Media Relations In A Crisis

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Public Relations

• Builds relationships with publics
• Often confused with advertising
• Advertising controls messages/media through paid
  placement
• Informs, educates, persuades to action

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Media Relations

• A Subset of PR
• Communicating through a journalist
• Provides credibility that other forms of
  communications cannot match

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Using Public Relations Media Relations For Your
Conference

• Tell Your Conference Story
• Tell Your Story In As Many Places As Possible
• Use Web site to AttractAttendees and the Media
• MORE at the Breakout!!

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More Support for Your Conference IEEE Public
Visibility Initiative

• 5-year public relations program to
• Raise IEEEs visibility create global voice
• Increase public understanding of how engineering,
  computing technology benefit humanity
• Position IEEE as the worlds trusted source

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More Support for Your Conference Public
Visibility Initiative

• Raising awareness of IEEE supports all IEEE
  marketing and promotion activities
• Creates positive environment for other PR,
  marketing/advertising messages

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Public Visibility Highlights 2009 mid-year

• Global PR Campaign 334 stories in media in 10
  targeted countries
• 573 Global Technical Experts IDd
• 60 increase in interviews yr-over-yr
• Interviews BBC TV, Wall Street Journal,
  Investors Business Daily, CTO (China), EE Times
  (India), Network World (US), among others.

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Public Visibility Highlights 2009 mid-year

• Revamped Newsroom to better serve public and
  journalists

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Public Visibility 09 Tech Topics

• Consumer Electronics Gaming
• Sustainable Energy/World
• Global Security Activities
• International Space Programs
• Education Engineering Innovation
• Global Healthcare Initiatives

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More PV IEEE -- One Voice Video

• Individuals in the video are all IEEE members
• Conveys pride to be part of IEEE
• Audience Technology Community
• One Voice Website
• www.ieee.org/go/brand_videos
• Downloads and information

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IEEE -- One Voice Video

• Four messages
• IEEE single Voice for Engineering, Computing
  Technological Innovation
• Advancing innovation and technological excellence
• Engineering a Better Tomorrow
• Inspiring Innovation for a Global Community

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Public Visibility--Moving Forward

• Top-Tier Media Focus
• Local Markets Across 10 Targeted Countries
• Relationship Building with Journalists
• Thought Leadership Positioning
• Positioning IEEE as Thought Leader on Prominent
  Issues
• Social Media
• Social Media Pilot Sustainable Energy/Smart Grid
• Online dialogue monitoring of blogs

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IEEE Celebrating 125 Years
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IEEE Celebrating 125 YearsWhat Does Success
Look Like?

• 200 attend media event
• 200 submit competition entries
• 2,000 attend in Munich, Austin and Boston
• 180 members post local events on anniversary
  calendar
• 57,000 visit 125th web site
• 15,000 Flickr visitors view more than 250
  anniversary photos
• 5,500 sign on as friends of IEEE 125th
  Anniversary on Facebook
• 1136 articles mention 125th

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IEEE Presidents Change the World Competition
Top Prize Winners

• Student Humanitarians Supreme
• Drew Hall Richard Gaster US 10,000
• Stanford University, California, USA
• Project Title NanoLab
• Distinguished Student Humanitarians
• Kartik Kulkarni team of 18 US 5,000
• B.V.Bhoomaraddi College of Eng and Tech, India
• Project Title Electronic Aids for Handicapped
  Children
• Exceptional Student Humanitarians
• Kevin McGarvey team of 4 US 2,500
• Rowan University, New Jersey, USA
• Project Title Engineering Innovators without
  Borders
• All top team members and six other prize winners
  listed on the web www.ieee125.org Students
  from India, Nigeria, UK, USA

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Media Events
Media Roundtable 7 speakers 50 reporters
Engineering the Future Day Media Campaign 20
Radio Interviews and 270 articles
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Update on IEEE Anniversary EventsMunich,
Germany 27 April 09

• Keynote Speakers
• Martin Zeil, Bavarian State Secretary of Economic
  Affairs, Infrastructure, Transport and Technology
• Felicitas Pauss, coordinator for external
  relations, CERN

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Update on IEEE Anniversary EventsAustin, Texas
USA 30 April 09

• Event
• 3rd Annual Brain Party and Tech Fair
• Celebrating our anniversary and thanking local
  engineers for their contributions
• Partnered with
• Austin Goodwill Center and Computer Museum
  Recycling Center
• Austin Chamber of Commerce

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Update on IEEE Anniversary EventsBoston, MA,
USA 11 May 09

• Keynote Speaker
• William Kiczuk, Technical Director - Raytheon
  Integrated Defense Systems and Director -
  Strategic Architecture
• Held in conjunction with the 2009 IEEE
  International Conference on Technologies for
  Homeland Security (HST)

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Upcoming IEEE Anniversary Events

• 29 Aug Bangalore, India
• Speakers Dr. APJ Abdul Kalam(former President of
  India Aeronautical Engineer)
• 16 Sept San Jose, CA, USA
• Speakers Vint Cerf/Google TJ Rogers/Cypress
• 22 Sept Beijing, China
• Speakers TBD Chinese Academy of
  Science/Microsoft
• 6 Oct London, UK
• Speakers Chris Toumazou/Imperial College London
  and Dame Wendy Hall/University of Southampton, UK
• 23 Oct Tokyo, Japan
• Speaker Dr. Mamour Mohri/JAXA Astronaut

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Brand Identity Guidelines

• Goal stronger, more consistent, unified visual
  presentation of the IEEE brand
• Visual Identity Guidelines
• 125th Anniversary Mark Guidelines
• Visual Identity Guidelines Quick Reference Guides
  
• Web Guidelines
• Use of the letters I-E-E-E
• www.ieee.org/go/brand

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Todays key messages

• Numerous opportunities to build relationships
  with your specific publics
• Build relationships with the media that cover
  your technologies
• Corporate PR efforts help you
• Report a crisis to Technical Activities so we can
  help you manage the communications

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Public Relations and Media Relations

• Thank you!