Communication training

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Communication training

• How to conduct a successful public relations
  campaign on behalf of a Cadet activity

The Navy League of Canada 2004
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Required tools - Press release(s) - Document
LN(34) - Public Relations Manual - Power Point
file - Checklist and explanatory notes
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Basic information It is important to gather
general information as a basis for answering
reporters questions and preparing promotional
tools.
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Find each information from the press release

• Name of the activity
• Person in charge (Who?)
• Description of the activity (What?)
• Location of the activity (Where?)
• Date and duration (When?)
• Reason for the activity (Why?)

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The Message You have to find what is the
message you want to send out to the public or the
media.
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A good message should be

• Clear, simple brief
• Positive
• Compelling lead with values, and followed with
  facts
• Adapted to the public
• Visual
• Repeated, repeated, repeated

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Public relations tools and budget The proper
communications tools for promoting a particular
event must be carefully considered while keeping
in mind the type of activity and the overall
costs. Typical tools include flyers, posters,
newspaper and radio ads, etc.
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Name two or three items of each

• Supplies ___________________
• Services ___________________
• Equipment ___________________
• Other ___________________

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Resource persons media management reporters
It is important to know who does what and how
to get in touch with the person in charge of
public relations. Once this person has been
identified, it will be his or her responsibility
to inform the reporter(s) and the community.
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When planning an activity, he/she will have to
gather the Name, Title and Phone numbers of
journalists, important contacts in the community
and the ones in charge of the activity.

• Organizer communications
• Reporters radio, newspaper, television
• Invitees, etc.

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Main steps to follow The following are the
main guidelines for promoting an activity,
particularly in the media. There are no magic
bullets in a public relations campaign, but
proper preparation can make all the difference.
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Here is a sample of what you need to think about
when you organize an activity

• Identify the local/regional media
• Issue a press release
• Follow up with a telephone call
• Set up an appointment with the reporter(s) at the
  
• event
• Send out a reminder a few days before the
  activity
• Prepare press kits containing the press release,
• photographs, information about the organisation
• and the cadet program, etc.
• Prepare a package of visuals (images,
• photographs, etc.) for the reporter(s)
• Make a list of resource persons (cadets,
  officers,
• etc.) who can be interviewed
• Other Name a few.

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Evaluation of the visibility operation We can
learn a lot from both our successes and our
mistakes. Once the activity has taken place,
review strong points and what could be improved
upon. The objective is not only to hold a
successful event, but also to give the community
an opportunity to become more familiar with the
Cadet programs and the organisation of The Navy
League of Canada.
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You should ask yourself those questions after
each event to improve your planning and get
better results next time

• Was the activity well organised? (Yes/No)
• What were the activitys strongest points?
• Did the event get press coverage? (Yes/No)
• If yes, specify which media, did the coverage
  include a photograph, a long or short article,
  etc.?
• Finally, were the desired objectives achieved?
  (Yes/No)

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Comments Please note that the NL(34) Public
Relations Manual provides more complete
information on various communications-related
exercises and activities. It is very important
for the person in charge to consult this manual
before writing press releases, speeches or
promotional articles.  It should be emphasized
that a successful public relations operation
lends considerable credibility to the corps and
the branch when it is time to recruit volunteers
and/or cadets.