PUBLIC RELATIONS

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PUBLIC RELATIONS
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THE ROLE OF PUBLIC RELATIONS
PR Narrows and manages the perception gap
External
Internal
INTEGRATION
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PUBLIC RELATIONS STRATEGIC APPROACH
Above-the-line / Below-the-line / Public
relations
Awareness
Excitement
Role of Public Relations Depth to the campaign
Public Awareness Education
Role of Advertising Mass Awareness
Mobilisation
Call to Action
Relationship Building Stakeholder Communication
Partnerships
Participation
Public Relations supports the above the line
campaign by providing depth and detailed
information
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PUBLIC RELATIONS CAMPAIGN ELEMENTS

• The public relations campaign consists of the
  following elements
• Stakeholder Advocacy Campaign
• National Outreach Campaign
• Media Editorial Campaign

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PUBLIC RELATIONS ACTIVITIES UNPACKED
STAKEHOLDERS ADVOCACY CAMPAIGN

• Stakeholder Insight Sessions
• One-on-one or small meetings of key
  influencers, such as editors and news
  editors
• Information sharing call for support for the
  campaign
• Strategic Partnerships
• Development of key database of big corporate
  companies, government and other stakeholders
• Build targeted relationships in order to
  mobilise corporate companies and government
  departments to participate in the campaign by
  linking in to existing channels e.g.
  newsletters and utilisation of campaign material
  e.g. tap hangers leaflets, bookmarks and
  posters

30 corporate companies and all government
departments have been invited to join this
partnership
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PUBLIC RELATIONS ACTIVITIES UNPACKED
NATIONAL OUTREACH

• Exhibition / Display (LSM 6-10)
• Emphasizing the message of water saving
• High traffic areas / trained promoters/
  promotional material
• Commuter Campaign (LSM 3,4,5,6)
• Extension of Advertising Campaign
  demonstrates commitment to inform
• Interactive elements to educate and create
  awareness
• Community Radio Network (LSM 1-6)
• Partnerships / information network focused in
  the communities
• Partnerships negotiated with 40 community radio
  stations
• Negotiated slots / content management

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NATIONAL OUTREACH EXHIBITION / DISPLAY

• Shopping centres
• Two promoters per stand
• 90,000 leaflets
• Stands designed to
• communicate ways to save
• water
• Buckets demonstrating how
• much water can be saved
• with a few easy methods
• Key Message conveyed
• as public passes the three
• different sections of the
• display

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EXHIBITION/DISPLAY SECTION ONE
Message Turn your tap off while you brush your
teeth. Save up to 45 litres of water per
day. Buckets display exactly how much 45 litres
of water is.
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EXHIBITION/DISPLAY SECTION TWO
Message Take a short shower instead of a bath.
Save up to 66 litres of water. Buckets display
exactly how much 66 litres of water is.
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EXHIBITION/DISPLAY SECTION THREE
Message Put a one litre plastic bottle filled
with water or a brick in your toilet cistern.
Save up to 14 litres of water per day. Buckets
display exactly how much 14 litres of water are.
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NATIONAL OUTREACH COMMUNTANET CAMPAIGN

• Interactive Taxi Rank Promotions
• Major Taxi Ranks/Portable Gazebos 30 areas
  nationally
• Monday to Sunday
• Staff interacting and selling and
  educating/branding/ handouts/competitions/giveaway
  s etc
• Commuter FM
• Digital radio station (exclusive)
• 74 Metrorail stations / No clutter
• Roving Trailer
• Face to face interaction
• Trailers with fold out stage
• Industrial theatre opportunities
• High visibility, impactful branding
• Mobility/National infrastructure

Added Value Leverage Opportunities / Credibility
factor
18.4 million economically active South Africans
commute via taxi 77 of SAs commuters use taxis
as preferred mode of transport 70 fall into LSM
3,4,5,6 / 8 7 are between ages 16-49 Reach
outside of your traditional media
footprint Flightings from 5 in the morning till 8
at night / SABC link
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COMMUNITY OUTREACH GAZEBOS
Number of Gazebos Nationally 30 Reach 5 218
000 Material Trained Promoters, leaflets,
posters, t-shirts caps (competition)
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COMMUNITY OUTREACH TRAILERS
24 National Stage Trailer Promotions. Material
Trained Promoters, leaflets, branded stage
trailers, t-shirts caps (competition)
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COMMUNITY OUTREACH COMMUNITY RADIO
Partnerships negotiated with 40 community radio
stations for communication targeting communities.
Province Number of Stations Total Listnership
Northern Cape 3 148 000
Free State 4 247 000
Western Cape 5 476 000
Gauteng 5 447 000
KwaZulu Natal 4 222 000
Mpumalanga 3 311 000
North West 3 536 000
Northern Province 4 65 000
Eastern Cape 4 311 000
TOTALS 35 2 763 000
Community Radio Extension to traditional radio
campaign highly targeted to communities Material
Radio Ads, Posters Leaflets (walk-in
policy) Interviews with DWAF representatives
driving key campaign messages
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MEDIA CAMPAIGN

• The media campaign is possibly one of the most
  important parts of this campaign as
• this will drive key messages and ultimately build
  the credibility of the campaign and
• of the Department.
• The media campaign will be driven through
  national, regional and community channels
• Print
• Issue-driven editorial targeted to specific
  publications dependent on topics identified
• Profiling of projects and announcement of new
  initiatives
• Photo opportunities
• Radio
• Interview schedules
• News coverage around announcements and events
• Television
• Issue-driven commentary
• News coverage around announcements and events
• Magazine programmes in-depth discussions

Provide media with fact sheets, press releases
and access to spokespeople (11 languages /
regional spread)
Water Week Supplement key messages sponsor
involvement
Ministers Diary leverage of programme through
all media channels
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CAMPAIGN ROLL-OUT
Campaign Elements Jan Feb Begin March March15 -20 March 22-27 End March April
ATL (Radio)
ATL (Print)
Advocacy Partnership Campaign
National Outreach Gazebos
National Outreach Trailers
National Outreach Community Radio
National Outreach Commuter FM
Media Campaign (Editorial)
Monitoring/ Evaluation
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• Water for Life
• National Water Week
• 21 27 March 2005
• THANK YOU!