Public Relations and Media Relations Sonny Barber, IEEE Corporate Communications POCO – Prague – July 18, 2009 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 2 18-Jun-10 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 3 18-Jun-10 Public Relations Builds relationships with “publics” Often confused with advertising – Advertising controls messages/media through paid placement Informs, educates, persuades to action 4 18-Jun-10 Media Relations A Subset of PR Communicating through a journalist Provides credibility that other forms of communications cannot match 5 18-Jun-10 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 Attract Attendees and the Media 6 MORE at the Breakout!! 18-Jun-10 More Support for Your Conference: IEEE Public Visibility Initiative 5-year public relations program to –Raise IEEE’s visibility; create global “voice” –Increase public understanding of how engineering, computing & technology benefit humanity –Position IEEE as the world’s trusted source 7 18-Jun-10 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 8 18-Jun-10 Public Visibility Highlights – 2009 mid-year Global PR Campaign – 334 stories in media in 10 targeted countries 573 Global Technical Experts ID’d 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. Public Visibility Highlights – 2009 mid-year Revamped Newsroom to better serve public and journalists Public Visibility – „09 Tech Topics Consumer Electronics & Gaming Sustainable Energy/World Global Security Activities International Space Programs Education & Engineering Innovation Global Healthcare Initiatives 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 “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 13 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 14 IEEE: Celebrating 125 Years IEEE: Celebrating 125 Years What 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 16 18-Jun-10 IEEE President‟s 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 Media Events Media Roundtable 7 speakers & 50 reporters Engineering the Future Day Media Campaign 20 Radio Interviews and 270 articles 18 18-Jun-10 Update on IEEE Anniversary Events Munich, 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 19 Update on IEEE Anniversary Events Austin, 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 20 18-Jun-10 Update on IEEE Anniversary Events Boston, 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) 21 18-Jun-10 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 22 18-Jun-10 23 18-Jun-10 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 24 www.ieee.org/go/brand 18-Jun-10 Today‟s 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 25 18-Jun-10 Public Relations and Media Relations Thank you!
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