The Why and How of PR for chief executives and busy professionals

By Boni Sones
ECS


index | page 1 | page 2 | page 3 | | page 4 | page 5 | page 6 | page 7 | page 8 | page 9 | page 10 | page 11 | page 12

 

CONTENT

1. Why does PR matter?

  • How is your organisation perceived?
  • Raising your profile
  • Day to day concerns
  • Launching a campaign
  • Start sooner not later
  • Fundraising

2. Who is your audience?

  • The public as stakeholder
  • Your members/clients/users
  • The media – print, radio, TV national and local
  • Opinion formers, MPs, Lords
  • Local government/health service/other public agencies
  • Other funders

3. Where does PR fit in the organisation?

  • The departmental structure
  • Access to the chief executive
  • You may be “the department”
  • Internal communication
  • External communication
  • Knowledge is power

4. Why chief executives matter

  • Providing leadership
  • Your media skills count
  • Providing appropriate resources
  • Give it time
  • Planning for the long term


5. How to conduct your own PR audit

  • Who does what?
  • How can I improve our PR?
  • Involving the whole organisation
  • Why seniority counts
  • Moving forward

6. How to promote your cause

  • Proactive PR
  • Reactive PR
  • What works?
  • Who should I talk to?
  • Starting in time

7. The importance of creativity

  • Don’t be boring
  • Why bother?
  • Messages take time to spread
  • Research counts
  • Ideas that work
  • Celebrities

8. Enlisting the support of others

  • The trade press
  • National journalists
  • Local journalists
  • Government departments and local authorities
  • Considering other partners

9. How agencies can help

  • Where to go for help?
  • How much should I pay?
  • What support is best?
  • Mentoring your team
  • Who does what?

10. When should I begin?

  • Why not now?
  • Recruiting your PR team
  • Using your contacts
  • Devising your message
  • Are you all on message?
  • Remember

11. Case studies

  • Fighting for equality
  • Caring for social workers
  • Watching government investments
  • The right strategy?

12. Useful web addresses and 55 point chief executive action list


index | page 1 | page 2 | page 3 | | page 4 | page 5 | page 6 | page 7 | page 8 | page 9 |