P U B L I C

R E L A T I O N S
S T R A T E G I E S
NST ACADEMY 20.21
 What we will discuss now !

- What is PR ?
-functions of PR
-types of PR
-why is PR relevant
-R.A.C.E method
-PR strategies.

Summer'Co 2020
WHAT IS PR ?
MORE THAN JUST BRANDING.

“Public relations is a strategic communication process that builds mutually

beneficial relationships between organizations and their publics.”

The main objective of public relations is to maintain a positive reputation

of the brand and maintain a strategic relationship with the public,
prospective customers, partners, investors, employees and other
stakeholders which leads to a positive image of the brand and makes it
seem honest, successful, important, and relevant.
 FUNCTIONS OF PR

Anticipating, analyzing, and Drawing strategies to Planning and executing

interpreting the public opinion and support brands’ every special public outreach
attitudes of the public towards the
campaign and new move and media relations
brand and drawing strategies which
use free or earned media to influence through editorial content. events.
them.
 FUNCTIONS OF PR

Developing a crisis public Dealing with government Dealing with public groups and
relations strategy. and legislative agencies other organizations with regard
on behalf of the to social and other policies of
organization. the organization and legislation
of the government.
 FUNCTIONS OF PR

Handling the social media Handling investor relations.

presence of the brand and
responding to public reviews on
social media websites.
 TYPES OF PR

MEDIA GOV COMMUNITY CUSTOMER

RELATIONS: RELATIONS: RELATIONS: RELATIONS:
Handling the social
Establishing a good Representing the Handling relationships
aspect of the
relationship brand to the with the
brand and establishing a
with the media
government positive target and leads
organizations and
acting as their
(VISA, grants, reputation in the social (study, feedbacks..)
support, niche (through virtual
content source.
representation..) and physical presence).
WHY IS PR IMPORTANT

Public relations is about sending the right messages to the right place
and the right people, creating a stronger brand reputation.

Last term, they struggled a lot to work on the external relevance having
only a manager. Besides, in this uncertain time, we need to comfort our
stakeholders and show them that AIESEC in Tunisia is still relevant.

PR is an area that can transform the future and profitability of a

business. Used properly, PR can give a company the ability to overcome
almost any obstacle it may face.
 THIS IS SOME OF WHAT
MAKES PR SO ESSENTIAL

PUBLIC RELATIONS INCREASE PROFITS, PR CHANGES THE WAY PR ENHANCES

INCREASES BRAND SALES AND LEADS PEOPLE THINK ABOUT ONLINE PRESENCE
CREDIBILITY. A BUSINESS
 R.A.C.E.

RACE is an effective process to follow when developing a strategic PR plan

if you want to have a strong and mutually beneficial relationship with our
publics.
The R.A.C.E process encompasses the following 4 phases:
Research,
Action and planning,
Communication and relationship building
and Evaluation.
 RESEARCH
Both formal and informal research with internal and
external stakeholders is required to define the problem or
opportunity.
We should be able to answer the “Who?” “What?” and
“Why?” for our organization’s situation. A good starting point
in gathering research is noting what other organizations have
done in the past given similar circumstances.
How can we ensure our findings are reliable? Make sure we are
gathering our information methodically. It is important to mention that
in this phase we should search for any possible assumptions
and consequences the public might make.
 ACTION AND PLANNING
This step is essentially strategizing and creating the plan. It's about using
S.M.A.R.T. objectives to set goals for a program based on
research and analysis.
• Specific (purpose)
• Measurable (outcomes)
• Attainable (objective)
• Realistic (goal)
• Time (available and necessary)

Following this model allows for structure and a clear

estimation of a goal's avainability.
COMMUNICATION AND RELATIONSHIP BUILDING
Relying on that two-way symmetrical communication, build
mutually beneficial relationships with our publics. Full
disclosure, honesty, and transparency are vital to building
consumer trust. It’s not enough to just send messages
anymore, there should be an ongoing conversation.
Maintaining focus on social responsibility should be a high
priority in creating positive relationships.
Communication is the foundation of PR and where we go to
relay our information determines how people will receive
our news. Knowing our target audience plays a huge role in
the success of our PR plan.
 EVALUATION
The evaluation phase should focus on our campaign results,
be aligned with our primary objectives, and guide us in
preparing any additional steps for the future. It should be an
ongoing process that is measured against our previously set
goals to analyze overall effectiveness. Need a good way to
prove growth? Determine our ROI.
PR STRATEGIES
RELATIONS MANAGEMENT

To add value to the To increase reach among

membership experience: our target audience:
Capacity building spaces, through co-branded
Alumni Interaction campaigns, common
Spaces, Conference publications, dissemination
Engagements among their networks

To enhance credibility and visibility: co-branded campaigns, media content, press content,
engagements at events for externals (ex.YSF)
PR STRATEGIES
COMMUNICATION MANAGEMENT

Communications increase
Communications to reach among our target
showcase AIESEC and its audience: through co-branded
members: Press or Media campaigns
Content (ex. Article) or media publications (ex.
Article in the university paper)
PR STRATEGIES
EVENTS MANAGEMENT

Events for AIESEC

Membership: Capacity Events for external youth: to
building spaces, Alumni engage external young people
Interaction Spaces, and increase the reputation of
Conference Engagements the organisation among our
(ex. A WLL can be an event target audience (ex. YSF)
for members)

Representation of AIESEC at events: research and create a representation calendar based

on events aligned to the goals and key messages of your entity.
PR STRATEGIES
REPUTATION MANAGEMENT

Risk Management: ensure in synergy with MCP & MCVP F&L that our
entity has a risk mitigation plan and updates it on regular basis (ideally
quarterly)
 DIFFERENCE BETWEEN PD AND PR.
In comparison to Partnership Development role, PR does not make
sales. PR does not sell directly products that we run in the organisation,
but creates initiatives with strategic alliances that will allow a stronger
brand and boost the reputation of the organisation.
In terms of partner/relations management: PR is responsible for
making strategic alliances that can bring added value for stronger
brand and credibility of the organisation.

in a nutshell
The central role of Public Relations is “PUBLICITY”.
Publicity is defined as “proactive management and positioning of
information to the public to protect & enhance brand & reputation.

In simpler words �
Getting visibility for the organisation, the products and initiates run by
our organisation.
 B
SEE YOU SOON
Y
BEAUTIFUL PEOPLE.