Public Relations in a Nutshell
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1 Public Relations in a Nutshell An introduction for Focus Projects 2017/18 Simone Gohl
2 at ETH Zurich What is our mission? Increase reputation of ETH Zurich How do we do this? Managing relations to various publics, such as Swiss tax payers Politics and public authorities Industry and economy ETH employees Simone Gohl
3 at ETH Zurich What are our tasks? Consulting of ETH members in all aspects of public communication Maintenance of brand ETH Zurich Development and maintenance of the corporate design and language Editing of ETH Zurich s website (corporate level) Editorial office for ETH publications (ETH News, life and Globe magazine, annual report, image brochure etc.) Media relations and media work Issues and reputation management Crisis communication Organisation of corporate events Simone Gohl
4 Corporate Design
5 Corporate Design of ETH Zurich What is a Corporate Design? Corporate Design (CD) is the standardized design of all visual expressions of an organization. It comprises: Logo Colours Typography Placement and position of design elements Etc. All rules are written down in a CD-Manual. Simone Gohl
6 Corporate Design of ETH Zurich What are the benefits of a CD? It makes the identity of the organization visible. It guarantees a quick recognition. Simone Gohl
7 Corporate Design of ETH Zurich Binding CD-rules for Focus Projects (1/2): Use the correct logo version: The ETH logo must be placed at the most prominent position (compared with other logos) in all your public documents, on your prototypes, clothing etc. The logos must not be altered in any way! Simone Gohl
8 Corporate Design of ETH Zurich Binding CD-rules for Focus Projects (2/2): Use the logos of potential partner universities, but in a smaller version than the ETH logo Logos of sponsors must be declared accordingly (e. g. category with the headline Our Sponsors etc.) Use only the term ETH Zürich or ETH Zurich if you write about ETH Zürich (Terms such as ETHZ, Swiss Federal Institute of Technology, ETH Hönggerberg etc. are not allowed.) Simone Gohl
9 Corporate Design of ETH Zurich What is your benefit if you follow these rules? Your project will be recognised as official ETH project and this facilitates your search for sponsors, media contacts and public awareness. Simone Gohl
10 Corporate Design of ETH Zurich How will support you You can download the logos and the CD manual at (Gestaltungsbereich / Creative Design) Do not hesitate to share your drafts with us for approval before having them printed or going live! Simone Gohl
11 Corporate Design of ETH Zurich What else do you need to know when setting up brochureware and websites? (1/2) Limit yourself to the most important messages Who do you to address? What do you want to achieve (with this readership) Use a linguistic style which is appropriate for your readers Structure the content in a logical, well-arranged way ( Roter Faden ). Use only as many technical terms as necessary. Make short, concise sentences. Explain complex interrelations in an easy way (e. g. charts). Simone Gohl
12 Corporate Design of ETH Zurich What else do you need to know when setting up brochureware and websites? (2/2) Use images for the emotional address Be aware of the copyrights and licencing fees Be aware of copyrights and fees when using music Simone Gohl
13 Social Media Activities
14 Social Media for Focus Projects Use social media for getting attention... update friends and family (so they know why you re not calling anymore)... finding potential sponsors... getting connected with the other teams Simone Gohl
15 The YouTube Channel of D-MAVT Let your videos appear in D-MAVT s You Tube channel: Send your links or your video file to: pr@mavt.ethz.ch Simone Gohl
16 Media Relations & Media Work
17 Media relations & media work for Focus Projects How do you gain the medias attention? Before you approach the media you should think of the following questions: What goal do you want to achieve through media coverage? What target group do you want to reach through media coverage? Choose the media you approach based on the answers to these questions Simone Gohl
18 Media relations & media work for Focus Projects example Magazin Swiss Engineering Simone Gohl
19 Media relations & media work for Focus Projects The rules of the mass media system (1/2) Stories are selected according to strict rules (so called News values ): Novelty: What is new? What is unexpected? Relevance: What has consequences for a lot of recipients? Proximity: How close is the scene of the event? Personalisation: Are people in the centre of the story? Etc. Shape your story according to these news values: What aspect of your projects corresponds with the news values? In what angle might the journalist (and its readership) be interested in? Simone Gohl
20 Media relations & media work for Focus Projects example Zeitung Prättigauer & Herrschäftler Simone Gohl
21 Media relations & media work for Focus Projects The rules of the mass media system (2/2) Documents for journalists have to be written according to strict rules. Use the most important message first Only use facts (no exaggerations, false impressions etc.) Do not act like an advertiser / Do not use too many judgemental adjectives (e. g. best, outstanding, excellent etc. ) Respond to the 5 w-questions : Who? What? Where? When? Why? Use short, concise sentences Adapt the amount of technical terms to your target media and resort (less for public media, more for specialized media) Simone Gohl
22 Media relations & media work for Focus Projects 3 basic tools for media relations No 1: Media corner on website Put relevant information for journalists in a designated corner on your website such as project description (cf. kit for sponsors), downloadable images, presentation dates of your project, published articles about your project and contact details for journalists. Simone Gohl
23 Media relations & media work for Focus Projects 3 basic tools for media relations No 2: Pitching calls Calling up selected journalists and selling them a story idea over the phone. Only to use if you have something to say (result of work etc.). Simone Gohl
24 Media relations & media work for Focus Projects 3 basic tools for media relations No 3: Fact Sheet A short, written text syndicated in order to inform quickly with facts & about your project. (Press releases are used rarely and not appropriate for Focus Projects!) Simone Gohl
25 Media relations & media work for Focus Projects How to react when a journalist contacts you Be happy and use your chance but with caution! Clarify the following points On behalf of which medium is he/she calling? What kind of request is he/she having? (Interview, statement, images, background information) What topic is the planned article about? What kind of questions does he/she have? Do not make any spontaneous statements on the phone Arrange for a meeting or a call back in order to gain time for preparation Inform ETH Simone Gohl
26 Media relations & media work for Focus Projects There is no off-the-record talk with journalists! Simone Gohl
27 Media relations & media work for Focus Projects What rights do you have? Information about topic and reason for media request No false alteration of statements Personal rights: Recht am eigenen Wort : Always ask journalist to submit your quotes to you for approval before publishing! Recht am eigenen Bild : Always ask journalist to submit images of you to you for approval before publishing! Simone Gohl
28 Media relations & media work for Focus Projects What rights do the media have? True facts (no lies or exaggerations) Right to use all information that were given to them Understanding for their maybe critical attitude Simone Gohl
29 Media relations & media work for Focus Projects Binding rules for ETH Focus Projects Always inform us before you contact media pro-actively. Always inform us if you are contacted by a journalist. Inform us immediately if you feel that your rights have been broken or if you feel uncomfortable after a media encounter. Do not hesitate to contact us if you want a second opinion concerning your media work or feel unsure about a media request. The contact details of our media specialists are: Tel: mediarelations@hk.ethz.ch Simone Gohl
30 Sponsoring
31 Legal framework for sponsoring within Focus Projects There is an official ETH model contract if you make a sponsoring arrangement with an industry partner ( > CHF ). This contract has to be signed by an authorised ETH member i.e. your professor. If you change the text of the model contract in any way, you have to present it to for approval. For sponsoring sums < CHF you can use a sponsoring letter signed by your professor. The sponsoring model contracts and a template for a sponsoring letter can be obtained from your project coach or Corporate Communications. Simone Gohl
32 Question round Simone Gohl
33 Thank you for your attention & good luck! Simone Gohl PR Consultant Raemistrasse 101, HG F Zurich, Switzerland Phone simone.gohl@hk.ethz.ch Simone Gohl
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