Media and Public Relations 2011 - Revenue School - Year One

1. Media and Public Relations Michael Kalvort, CPRP City of Chesapeake, Virginia Mandi Smith, CTRS County of Roanoke, Virginia

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4. Why should parks and recreation agencies use public relations strategies? Fosters positive image Generates support Gain exposure Generate revenue Build and reinforce your agency or facility brand Cost effective

5. How do you want your organization’s public relations to be?

7. Public relations is one of the most powerful and important strategies you can use.

8. What is the true meaning of public relations? The practice of managing the communication between an organization and its public Ongoing activities to ensure the overall company has a strong public image Systematic effort to create and maintain goodwill of an organization’s various publics through non paid forms of communication and publicity

9. What Public Relations is not Marketing – product, place, price, promotion Advertising – sale of products using paid media messages Branding – identifies goods and services of one seller

10. Public Relations – We create the news! Many news outlets are looking to fill pages The story needs to be unique and entertaining Match your target audience with the right media channels Follow up Thank your media partners

11. What are the components of a successful public relations program?

12. Components of a successful PR program Developing ways to communicate with participants, constituents, citizens, and customers Mailings and personal communication Community speaking engagements Train all staff in customer service, regardless of position

13. Components of a successful PR program Network with other related organizations Interpret the agency’s vision and mission Compare your agency to other service providers State rationale for providing services State the benefits of participating to individuals in the community

14. Implement public information services Radio Newspaper Press Releases Television Maintain current and up to date media lists Insure that publicity is timely and accurate! Components of a successful PR program

15. Components of a successful PR program Communicate to participants Assist with media events and media tours Respond to requests for information from the public Prepare information packets for special issues

16. Components of a successful PR program Represent the organization School presentations Special Events Chamber of Commerce meetings Plan of “Reaction” When / How?

17. "PR means telling the truth and working ethically - even when all the media wants is headlines and all the public wants is scapegoats. Public relations fails when there is no integrity."

18. “I am a firm believer in the people. If given the truth, they can meet any national crisis. The point is to give them real facts.” – Abraham Lincoln

19. The New Frontiers of Media

21. Why social media? Social media sites are ruling the internet world Social media sites are ruling the internet world 2005 2010 yahoo.com facebook.com msn.com twitter.com google.com myspace.com ebay.com google.com amazon.com bebo.com

22. “If content is king, then conversion is queen.” – John Munsell, Bizzuka

23. Facebook How many agencies use facebook? How many students have a facebook page? What are the positives? What are the negatives? Be careful!

24. Linkedin Business oriented social networking site “Gated access control” – you must have a preexisting relationship with your inner circle

25. Linedin facts The Parks and Recreation Professionals group has over 1,100 members The NRPA group has almost 1,700 members The Florida Recreation and Park Association group has over 500 members

27. Twitter Who tweets? One way communication, 140 characters Timely information and promotions Free, but must be consistent Easily can take a lot of time, but in little bits

28. Blogs Can be individual or for the organization or agency Can be informational and/or editorial Engage readers and make them feel important To be successful obtain your own domain name and website

29. Paul Gilbert’s Blog

32. QR Codes A specific 2-D matrix barcode Consists of black modules arranged in a square pattern on a white background Readable by dedicated QR barcode readers and camera phones The information encoded can be text, URL, or other data. Consumers want immediate access to information

33. QR Code Uses Used to display text to the user Open a URL Magazines Signs, Business cards Buses Any other printed material Limitless!

34. QR Code Informational Links www.google.com/help/maps/favoriteplaces/business/barcode.html www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/ http://2d-code.co.uk/ www.qrstuff.com/ http://en.wikipedia.org/wiki/QR_Code www.kaywa.com QR Code redirect for www.revenueschool.org

37. “Learning how to "connect" with people remotely and get results from a distance is your key to virtual leadership success.” ~Debra A. Dinnocenzo

39. Social Media & FOIA What is FOIA? Freedom of Information Act The U.S. Freedom of Information Act (FOIA) is a law ensuring public access to U.S. government records. Federal / State / Local Governments are all effected. A "public record" is any writing or recording, in any format, prepared or owned by, or in the possession of a public body or its officers, employees or agents in the transaction of public business. For example, public records may be in the form of handwritten notes, typewritten documents, electronic files, audio or video recordings, photographs, or any other written or recorded media.

40. What makes it a public record? Editing ability? Forums vs. Fan site Public Conversation Agency guidelines / policies http://www.archives.gov/records-mgmt/bulletins/2011/2011-02.html Social Media & FOIA

41. Is there a difference between social media and digital marketing? Yes! Social media strategy earns online and offline coverage. Digital marketing buys online and offline coverage.

42. “New marketing is about the relationships, not the medium.”

43. The New Public Relations Mix Typically uses a number of methods and media Incorporate print, internet, direct correspondence, and social media There is not a pure perfect plan..it depends on your product, service, or demographic

44. PR can be as simple as a decorated van….

45. …. or as complicated as a heavily integrated plan involving consultants

46. “People don’t believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.”– Seth Godin, Seth’s Blog

47. Group public relations activity

48. In Review… Public Relations is Managing the communication between an organization and people Making sure the overall company has a strong public image To create and maintain goodwill of an organization’s users through non paid forms of communication and publicity

49. Let’s sum up the following easily: Marketing Public Relations Advertising Branding

54. Thank you Questions? Comments?

55. Group activities – Group 1 A hometown soldier is returning home in 3 days. You just were notified that your manager wants to celebrate his/her service at a ceremony. What PR plan will you develop?

56. Group activities – Group 2 You just received notice that the your City/County was designated as Kaboom Play City. Develop a media plan to get the word out and generate publicity for your programs. Your budget meeting is in 4 days.

57. Group activities – Group 3 USA Olympian Shaun White is vacationing in your town. His publicist called you up and he wants to do a public appearance at your park in 5 days. How will you obtain PR? What tactics will you use?

58. Group activities – Group 4 Your waterpark was just recognized from the local Visitors and Convention Bureau as one of the best places for a family to make memories and spend time. How will you tell the community of this important designation?

59. Group activities – Group 5 Congratulations! Your agency just received a sponsorship from the Mattel Toy Company to build a new park for preschoolers from 2 to 5 years old. How will you get the word out to the community and what methods will you use to reach families where both parents are working?

60. Group activities – Group 6 Congratulations! The petting zoo which your agency runs has an animal who just delivered a newborn llama. What tactics will you use to let the community know?