Helloooo....Regionally friends, This mail is addressed specially to Local PR Responsibles, in case you have questions, ideas or any other comments related to the topic, feel free to shoot on [log in to unmask] :) Enjoy reading Martin's longest "KISS" mail;-) Seriously creative (: adaR is looking for you ;) ha! your inputs :P Speaker of AEGEE-Europe PR Working Group AEGEE Alba-Iulia President E-mail: [log in to unmask] Tel. +4 0721 025 408 .....go, go, go on reading it.....:)))))) Hello PRoffessionals! I hope you remember my last, very long mail to PRWG with the outline of the “overall intergrated PR/HR strategy”. After the outline I announced that we would together work our way through the different steps, defining every step more clearly. This is why I now want to begin with the first Step. The sense of the whole is to make PR/HR devellopment more efficient and to have a collection of tools and a description how to use them. As I have not received any bad feedback on the step-overview we will work with the definitions I proposed. I again want to invite you to participate in this devellopment. The results of the online work will be the basis for the AGORA workshops, so it is very important that you contribute in order to have a perfect startegy in the very end. As repetition here come the definition of the first 2 steps: STEP A “Advertisement” The average person (TAP) doesn’t know AEGEE yet. Somewhere he has to see or hear about it. This is the clasical PR phase. (Posters, Flyers, Infostands,TV commercials, AIDA concept) STEP B “First contact and getting to know each other” TAP actually has the first real contact with AEGEE and AEGEE people. Maybe he comes to an Info evening or just shows up at the social meeting. Then you have various stages when TAP overcomes the natural mistrust and decides to become a member. This is also the phase where he decides to come to AEGEE meetings regularly. This is a phase where out of my experience a lot of AEGEE antennas have problems and where there is a lot to be improved. So STEP A is the time until the TAP shows up for the first time. This means that during Phase A we can only influence him by external means. Thus Phase A is the typical PR phase. Of course we can not deal with the whole PR theme in just this one mail, but I want to show the most important general aspects, and I ask you to please complete my view... Means you can use to make the TAP visit AEGEE for the first time are the classical PR tools. -Flyers -Posters -emails -personal contact -info stands -actions -info evenings They all should follow the AIDA concept: Attention Interest Desire Action This is the typical behaviour pattern when people read or perceive advertisement. If you have not herd about this yet, observe yourself and you will notice... So, when designing or putting up anything of the above mentioned always bear in mind the 4 stations your TAP has to go through and include elements that serve the respective aim. Before you actually take action you have to define the 4 stations more closely. Especially the second 2. You have to know what desire you want to awaken in the person you want to influence and you need to know what kind of action you want him or her to take. Then you can iplement means to fulfill the aim. But you have to make sure that you run through all the steps. For example it doesn’t help anything if you design a great infostand and you really reach alot of people and managed to get attention, and interest but then you can not awaken a desire nor can you make people come to AEGEE. You really have to define your aims beforehand. Another requirement is that you have a good analysis before taking action. This can save you a lot of time. It helps you to concentrate your forces on the spots where they will have the maximum effect. The questions you need to answer for yourself are: 1.The question of your aim. Do you want to get new members, or just to make AEGEE wider known. The more precisely you can name your aim the better, because then you can analyse if it worked out afterwards, or figure out why it didn’t. 2. Where and when will you do it. Pick a spot and time where you will have the most probably effect. Maybe it is better to distribute flyers to people after lunch than before because then they are in a better mood.... 3. Decide if you want to make a broad band action or better concentrate on a specific aim. For example if you want to recruite people only from a certain faculty you can have a more efficient action there than if you want to recruite from the whole university. Finally there are always some parts that have to be included in any of the above mentioned means: 1. a part of your corporate identity which is normally represented by your logo and slogan. This corporate identity has to be fixed and to be promoted. Of course you have to own a very distinct corporate identity. This means that you have to know who you are before you can tell somebody else... 2. Contact data: Telephone number / e-mail / internet homepage / office adress... 3. Also concerning the last part of the AIDA concept, the Action, you have to provide the concrete datas that will enable the person to take action: Time and date, place, event, (This can concern your regular meeting, a aspecial event, an info evening, or a a social cometogether) Finally I hope for your feedback, as I am sure that there is a lot to add. This is it for now, in 2 weeks we will continue with the second step for which I have already develloped something. That will also be less general and more concrete. Best greetings Martin Are you still alive? :) lucky you :).... end of Transition...yuhu!!! ============================================================================= RAINBOW-L is a regional discussion list of AEGEE. Check out http://www.aegee.uni-karlsruhe.de/archives for the archives of public lists. To unsubscribe send 'unsubscribe RAINBOW-L' to [log in to unmask]