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The Third CEENet Workshop on Network
ManagementNATO Advanced Networking
Workshop Networking the FutureSeptember 22 - 25,
2002Zagreb, Croatia
Session 8 Public Relations for NREN Marketing
between Users and Sponsors Peter Egger and
Gordana Buhinjak
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Public Relations

• Public relations specialists build and maintain
  positive relationships with the public telling
  the organisations story.
• Informing the general public, interest groups,
  and stockholders
• Understanding the attitudes and concerns of
  consumers, employees, and various other
  groups also is a vital part of the job.
• Keeping management aware of public attitudes and
  concerns of the many groups and organisations
  with which they must deal.
• Preparing speeches for managers.
• Preparing press releases and contact people in
  the media
• Often the topic is a public issue, such as
  health, energy, or the environment.
• Contacts to politics and administration to
  influence rules and laws.
• In government information officers have the
  role to keep the public informed.

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Distiction between Marketing and Public Relations
A young man is meeting a girl. When he says I
am a fantastic man ... it is publicity (focussed
on my product). When he says You are looking
beautiful! ... it is attraction (focussed on
someone's attitude). If the young woman decide to
be together with this young man because she has
heard from others He is a wonderful boy... it
is public relations. Marketing managers are
more focussed on results. And they use the
instruments for prices, distribution, products
and advertisements. The influence of the customer
is more in a direct way. Public relations experts
focus on communication. They are spreading
information about the organisation. Their
influence on buying decisions is more in an
indirect way - supporting the positive image of
their organisation.
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Profile for Public Relations

• Outgoing personality
• Self-confidence
• Understanding of human psychology
• Enthusiasm for motivating
• people

• Creativity
• Initiative
• Good judgement
• Express thoughts clearly and simple
• Decision-making
• Problem-solving
• Research skills

Profile
Background is (often) - public relations -
journalism - advertising - communications
Ability to write and to speak
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Between Politics and Users
Public Relations
Politics Government
User Network Projects
Who are the users? What do they expect? What do
they know? How to take their attention? How to
attractive projects?
Who are key persons? What are their
interests? How to get their attention? How to get
their support? How to inform them? How to
integrate them? How they add their knowledge?
Link to politics Link to press Inform the
public Sponsor events Be present in
universities, schools, libriaries etc. Speeches
for politicians
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Example Volkswagen Level 5

• Everybody within VW should
• have basic internet knowledge
• Project is from April 2001
• to December 2002
• Project is for all VW plants in Germany

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Example Volkswagen Level 5
Information

• Brochure CD
• Intranet
• Marketing
• Information
• Hotline
• CD Learning program
• Online Learning
• Level 5 Learning rooms
• Training
• Coaching
• Test (20 questions)
• Certification
• Volkswagen Portal

Service
Check
For Free
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Example Volkswagen Level 5

• Level 5 has become
• a brand name
• 24 hour service
• Positive image for the VW Coaching Company
• Is more than IT-learning
• IT Training Award 2001

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Goals and timing

• to educate members of academic community in
  Croatia in basic and advanced internet skills
• to encourage implementation of internet in
  educational process
• start December 2000
• end not determined

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(No Transcript)
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Activities

• Education
• classroom courses
• inhouse courses
• online courses
• online materials

• Implementation
• WebCT
• e-magazine

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Problems and solutions

• understanding of value
• lack of information
• competition
• market approach

promotion/PR
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PromotionPR

• promotional campaigns
• promotional materials
• web site
• press releases
• lobbying