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PUBLIC RELATIONS
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THE ROLE OF PUBLIC RELATIONS
PR
Narrows and
manages the
perception gap
INTEGRATION
Internal
External
EDUCATION
Tell them
what they
dont
Know
AWARENESS
Build
credibility and
awareness for the
NWW
and to educate
at the same time.

LEVERAGE
Ensure
amplification of
all activities
and a
campaign
that lives

EXPERIENCE
Reach out and
touch the target
audience for
lasting impact.
REPUTATION MANAGEMENT
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DWAF
National Water Week
Credibility
Deliver on the
Promise
Profile
PUBLIC RELATIONS STRATEGIC APPROACH
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Relationship Building
Stakeholder Communication
Partnerships
Participation
Public Awareness
& Education
Mobilisation
Call to Action
Above-the-line / Below-the-line /
Public relations
Excitement
Awareness
Public Relations supports the above the line campaign by providing depth and detailed information
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PUBLIC RELATIONS: CAMPAIGN ELEMENTS
The public relations campaign consists of the following elements:

Stakeholder & Advocacy Campaign
National Outreach Campaign
Media Editorial Campaign
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PUBLIC RELATIONS ACTIVITIES UNPACKED
STAKEHOLDERS & ADVOCACY CAMPAIGN

Stakeholder Insight Sessions
One-on-one or small meetings of key influencers, such as editors
and news editors
Information sharing & call for support for the campaign

Strategic Partnerships
Development of key database of big corporate companies, government and other
stakeholders
Build targeted relationships in order to mobilise corporate companies and
government departments to participate in the campaign by linking in to existing
channels e.g. newsletters and utilisation of campaign material e.g. tap hangers;
leaflets, bookmarks and posters

30 corporate companies and all government departments
have been invited to join this partnership
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PUBLIC RELATIONS ACTIVITIES UNPACKED
NATIONAL OUTREACH
Exhibition / Display (LSM 6-10)
Emphasizing the message of water saving
High traffic areas / trained promoters/ promotional material
Commuter Campaign (LSM 3,4,5,6)
Extension of Advertising Campaign demonstrates commitment
to inform
Interactive elements to educate and create awareness

Community Radio Network (LSM 1-6)
Partnerships / information network focused in the communities
Partnerships negotiated with 40 community radio stations
Negotiated slots / content management
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NATIONAL OUTREACH: EXHIBITION / DISPLAY




Shopping centres
Two promoters per stand
90,000 leaflets
Stands designed to
communicate ways to save
water
Buckets demonstrating how
much water can be saved
with a few easy methods
Key Message conveyed
as public passes the three
different sections of the
display
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EXHIBITION/DISPLAY : SECTION ONE
Message:
Turn your tap off while you brush your teeth. Save up to 45 litres of water per day.
Buckets display exactly how much 45 litres of water is.
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EXHIBITION/DISPLAY: SECTION TWO
Message:
Take a short shower instead of a bath. Save up to 66 litres of water.
Buckets display exactly how much 66 litres of water is.
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EXHIBITION/DISPLAY: SECTION THREE
Message:
Put a one litre plastic bottle filled with water or a brick in your toilet cistern. Save up to 14 litres of water per day.
Buckets display exactly how much 14 litres of water are.
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NATIONAL OUTREACH: COMMUNTANET CAMPAIGN

Interactive Taxi Rank Promotions
Major Taxi Ranks/Portable Gazebos 30 areas nationally
Monday to Sunday
Staff interacting and selling and educating/branding/ handouts/competitions/giveaways etc
Commuter FM
Digital radio station (exclusive)
74 Metrorail stations / No clutter
Roving Trailer
Face to face interaction
Trailers with fold out stage
Industrial theatre opportunities
High visibility, impactful branding
Mobility/National infrastructure



18.4 million economically active South Africans commute via taxi
77% of SAs commuters use taxis as preferred mode of transport
70% fall into LSM 3,4,5,6 / 8 7% are between ages 16-49
Reach outside of your traditional media footprint
Flightings from 5 in the morning till 8 at night / SABC link
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COMMUNITY OUTREACH: GAZEBOS
Number of Gazebos Nationally: 30
Reach: 5 218 000
Material: Trained Promoters, leaflets, posters,
t-shirts & caps (competition)
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COMMUNITY OUTREACH: TRAILERS
24 National Stage Trailer Promotions.
Material: Trained Promoters, leaflets, branded stage trailers,
t-shirts & caps (competition)
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COMMUNITY OUTREACH: COMMUNITY RADIO
Province Number of Stations Total Listnership
Northern Cape 3 148 000
Free State 4 247 000
Western Cape 5 476 000
Gauteng 5 447 000
KwaZulu Natal 4 222 000
Mpumalanga 3 311 000
North West 3 536 000
Northern Province 4 65 000
Eastern Cape 4 311 000
TOTALS 35 2 763 000
Community Radio:
Extension to traditional radio campaign highly targeted to communities
Material: Radio Ads, Posters & Leaflets (walk-in policy)
Interviews with DWAF representatives driving key campaign messages
Partnerships negotiated with 40 community radio stations for communication targeting communities.
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MEDIA CAMPAIGN
The media campaign is possibly one of the most important parts of this campaign as
this will drive key messages and ultimately build the credibility of the campaign and
of the Department.
The media campaign will be driven through national, regional and community channels
Print:
- Issue-driven editorial targeted to specific publications dependent on topics identified
- Profiling of projects and announcement of new initiatives
- Photo opportunities
Radio:
- Interview schedules
- News coverage around announcements and events
Television
- Issue-driven commentary
- News coverage around announcements and events
- Magazine programmes in-depth discussions
Water Week Supplement key messages & sponsor involvement
Provide media with fact sheets, press releases and access to spokespeople (11 languages / regional spread)
Ministers Diary leverage of programme through all media channels
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CAMPAIGN ROLL-OUT
Campaign Elements Jan Feb Begin
March
March15 -
20
March
22-27
End
March
April
ATL (Radio)
ATL (Print)
Advocacy & Partnership Campaign
National Outreach: Gazebos
National Outreach: Trailers
National Outreach: Community Radio
National Outreach: Commuter FM
Media Campaign (Editorial)
Monitoring/ Evaluation
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Water for Life
National Water Week
21 27 March 2005

THANK YOU!