Public Relations Activities Proposal For 2014

Содержание

1. Public Relations Activities Proposal For 2014
2. Client:Culture and Information Office of Embassy of
3. Crimea and other Ukrainian resorts
4. European countries: France, Czech Republic, Poland,
5. CarpathiansAdvantages:No need of visa or foreign passportGeographical
6. PR CAMPAIGN
7. STRATEGY
8. TARGET AUDIENCES
9. Mass media relations Apart from work with specialized
10. Special media eventsWe strongly recommend to hold
11. MASS MEDIA RELATIONS
12. Our BenefitsStrong media relations expertiseCurrent operation as
13. Project management
14. Target Media. ExplanationOffered Media List is developed
15. Our approach to the building of the
16. Our approach to work with the Media
17. Ukrainian media usually refuses to publish
18. Target audiences interestsAmong all the interesting newsmakers
19. Preliminary Media List. Business & TV
20. Preliminary Media List. Tourism
21. Preliminary Media List. Glossy & Specialized
22. MEDIA COOPERATION INSTRUMENTSTO MAINTAIN AN INFORMATION FIELD
23. Press-releases will serve as a base for
24. Agency approach: We recommend to provide Media
25. In order to increase the number of
26. PRESS TOURSPress tours are an essential part
27. SIGHTSEEING TOUR
28. SKI TOUR
29. SHOPPING TOUR
30. CULINARY TOUR
31. PRESS EVENTS
32. EVENTS COVERAGECoverage of each event organized
33. PRESS EVENTSAs a good alternative to press tour we recommend holding local press events
34. Press Conference, Press BreakfastMedia responds well to
35. In partnership with BODRUM SPA
36. In partnership with EBRU.COM.UA
37. MASS MEDIA RELATIONS: RESUMEAgency offered a strategy
38. Working with audience
39. As a great part of interaction with
40. We believe that these projects might be
41. Turkish Culture Days in Ukraine Music and dancing
42. 6. Essay or Photo contests Among Ukrainians who have
43. 10. Painting and Photo ExhibitionsTurkey paintings collections in
44. 12. TV project about TurkeySeries of stories about
45. Each of the above special projects can
46. OUR STRATEGY IN ORGANIZING THE EVENTS
47. Work results: 2008-2013
48. Work results: 2008-2013
49. AnalyticsIn 2013 Agency will provide following kinds of analytical reports:
50. Crisis management algorithm
51. CRISIS MANAGEMENTFast educing the negative messages about
52. Social Media Promotion
53. THE INTERNET STATISTICS
54. UKRAINE ONLINE
55. MOST POPULAR SOCIAL NETWORKS IN UKRAINEIn spite
56. Official Ukrainian Fan Page “Безмежна Туреччина” in Facebook
57. FAN PAGE. RESULTS The Official FB
58. FAN PAGE. RESULTS 787 FANS89 -TAT
59. WHAT WE PROPOSE
60. STRATEGY OF PROMOTION
61. STRATEGY #1BIG IDEA: The notebook The traveler puts
62. STRATEGY #2BIG IDEA: Heads or tails Every week
63. PROMO TOOLSEVERYTHING IS SUBMITED TO DIG IDEA OF THE STRATEGY
64. ADVERTISING IN SOCIAL NETWORKS
65. EXAMPLE OF SM PAGES RULED BY THE AGENCY
66. EXAMPLE OF SM PAGES RULED BY THE AGENCY
67. Cost. Monthly feeAll prices are presented for
68. AGENCY CREDENTIALS
69. Launched in Ukraine in 2005, Newsfront PR
70. 8 years on the market2 offices: Kyiv & Moscow16 retainer clients25 employeesNewsfrontFull Service Agency
71. OUR VALUESIn our work we follow clear
72. PRESS OFFICEConsulting and strategy developmentSpecial meetings and events moderationCopywriting, translationsNews generating
73. SERVICES
74. 2012-2013 CLIENTS
75. Thank you for attention!
76. Скачать презентанцию

Client:Culture and Information Office of Embassy of Turkey in UkraineObject of PR campaign:TurkeyTask:To maintain broad information field in MediaTo proceed with the image building of Turkey as a country with a

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Public Relations Activities Proposal For 2014

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Слайд 1Public Relations Activities Proposal For 2014

Слайд 2Client:
Culture and Information Office of Embassy of Turkey in Ukraine

Object

of PR campaign:
Turkey

Task:
To maintain broad information field in Media
To proceed

with the image building of Turkey as a country with a rich history and culture
To promote Turkey as a destination with various types of tourism: beach, sightseeing, winter resorts, health and thermal tourism, seasonal shopping
To provide PR support of the events held by Turkish Culture and Information Office in Ukraine

Campaign time:
March-December 2014

Goals and objectives

Client:Culture and Information Office of Embassy of Turkey in UkraineObject of PR campaign:TurkeyTask:To maintain broad information field

Слайд 3 Crimea and other Ukrainian resorts
Advantages:
No

need of visa or foreign passport
Geographical proximity
Traditional belief that

prices in Crimea are cheaper than abroad
Disadvantages
Lack of high service at affordable price
Poor quality of infrastructure
Egypt, Greece, Croatia, Bulgaria, Montenegro, Spain, Tunisia, UAE, Georgia
Advantages:
High quality of service
Visa facilitation
Increasing number of low-cost airlines
Wide choice of tours at different prices
Disadvantages:
Need for foreign passports and visas
Regular negative news regarding terrorist acts, political situation, etc.

Main competitors. Beach tourism

Crimea and other Ukrainian resorts Advantages:No need of visa or foreign passportGeographical proximity

Слайд 4
European countries: France, Czech Republic, Poland, Germany, Italy, Austria

Advantages:
Vast choice of cheap bus tours
High quality service at

reasonable prices
Prices are available for a person with average earnings

Disadvantages:
Possible visa obtainment obstacles
Belief that European prices are too high
Some of the destinations are remote places

Main competitors. Sightseeing tourism

European countries: France, Czech Republic, Poland, Germany, Italy, Austria Advantages:Vast choice of cheap bus tours High

Слайд 5
Carpathians
Advantages:
No need of visa or foreign passport
Geographical proximity
Good quality

service
Disadvantages:
Poor infrastructure
High prices

Europe: Austria, Romania, Bulgaria, Poland
Advantages:
-

High quality service for reasonable prices
Wide choice of destinations at different prices
Possibility to combine ski tours with sightseeing of the European countries
Disadvantages:
Need of visa and foreign passport
Geographical distance

Main competitors. Winter tourism

CarpathiansAdvantages:No need of visa or foreign passportGeographical proximity Good quality serviceDisadvantages:Poor infrastructureHigh prices Europe: Austria, Romania, Bulgaria,

Слайд 6

PR CAMPAIGN

Слайд 7STRATEGY

Слайд 8TARGET AUDIENCES

Слайд 9Mass media relations
Apart from work with specialized media we recommend

to pay more attention to cooperation with opinion leaders(social media

activists, travel and photo bloggers), various portals and glossy magazines

Crisis management
Fast educing of negative messages about the country (using everyday monitoring of print and online press)
Studying the problem (what’s happened, how it influenced the country image, causes of problem appearance: real and hypothetic, source of problem, sides involved in situation)
Reaction to the problem (effects that situation caused: real and hypothetic, communicative and informational tasks, ways of solving the problem: pros and cons, potential risks)
Results of implementing the anti-crisis campaign: real and hypothetic, conclusions and agency recommendations

INSTRUMENTS

Mass media relations Apart from work with specialized media we recommend to pay more attention to cooperation with

Слайд 10Special media events
We strongly recommend to hold MICE events for

various media representatives as an alternative for press-tours. Practice shows

that this type of interaction has a great feedback and increases loyalty of media representatives though is comparatively low-cost.

Special projects
Development and implementation of thematic projects aimed at increasing loyalty and awareness of Turkish customs and culture within Ukrainian community in partnership with different professional communities (i.e.RestoPraktiki) and businesses (Turkish Airlines).

INSTRUMENTS

Special media eventsWe strongly recommend to hold MICE events for various media representatives as an alternative for

Слайд 11

MASS MEDIA RELATIONS

Слайд 12Our Benefits
Strong media relations expertise
Current operation as an outsourced press

office for over a dozen clients
Significant event management experience
Over 80

media events (press conferences, briefings, press lunches) in 2012
Over 25 international and local press tours in 2011-2012
Strong new media and online experience
Internal online communications department
Online community management, website and application production
Experience in diverse areas and industries
Staff with background in journalism, agency and in-house, show biz and government, NGOs, etc.
Unique internal talent management program
Newsfront University workplace development program won 3rd prize at the CSR cases contest in 2011
70% of new briefs come upon recommendation

Our BenefitsStrong media relations expertiseCurrent operation as an outsourced press office for over a dozen clientsSignificant event

Слайд 13Project management

Слайд 14Target Media. Explanation

Offered Media List is developed considering our goal

to inform audiences on various topics - news, culture, history

and places of interest of Turkey. For each specific information occasion we will work with a corresponding category of media.

Media Categories

Target Media. ExplanationOffered Media List is developed considering our goal to inform audiences on various topics -

Слайд 15Our approach to the building of the information field is

based on the previous experience of work in the touristic

field:

Step 1
Using our experience and marketing research we will work out the big picture of the needs of our target audience in the certain information.

Step 2
Knowing the preferences of the audience we will pick corresponding media categories for further communication. Than we will find out topics in which specific media category will be interested in.

Step 3
We will develop an effective mass media relations strategy and a set of tools that will help us to broaden information field.

OUR APPROACH

Слайд 16Our approach to work with the Media
Successful experience of

media relations approach demonstrated the effectiveness of the Agency’s work

with the media. The basic principles on which the work of the journalists is held:

With the help this approach, we have achieved excellent results in 2013 and get published even in those Media that earlier sated the need of commercial relationships.

Our approach to work with the Media Successful experience of media relations approach demonstrated the effectiveness of

Слайд 17 Ukrainian media usually refuses to publish information that is

aimed on promotion of the specific product for free. The

majority of information that is offered to the representatives of media is treated as commercial information.

To deal with this specificity we offer an operation scheme that will provide free publications on the most influential Ukrainian mass media platforms. Therefore, a constant information flow about Turkey.
Operation scheme
will be based on:

Constant analysis – we will monitor the information field to reveal the most discussed topics

Proactive approach – we will offer you subjects that later will be communicated in the media

Individual approach to each mass medium – we will continue our work with journalists, providing them only with needed information to strengthen the loyal attitude and get more free publications.

Specificity of the Ukrainian media

Ukrainian media usually refuses to publish information that is aimed on promotion of the specific product

Слайд 18Target audiences interests
Among all the interesting newsmakers we will pick

only those topics, through which it will be possible to

softly promote information about Turkey and its culture

Target audiences interestsAmong all the interesting newsmakers we will pick only those topics, through which it will

Слайд 19Preliminary Media List. Business & TV

Слайд 20Preliminary Media List. Tourism

Слайд 21Preliminary Media List. Glossy & Specialized

Слайд 22MEDIA COOPERATION INSTRUMENTS
TO MAINTAIN AN INFORMATION FIELD AROUND TURKEY THROUGHOUT

THE YEAR
WE RECOMMEND TO USE THE BASIC INSTRUMENTS:

MEDIA COOPERATION INSTRUMENTSTO MAINTAIN AN INFORMATION FIELD AROUND TURKEY THROUGHOUT THE YEAR WE RECOMMEND TO USE THE

Слайд 23Press-releases will serve as a base for everyday work with

the mass media. As informational occasions we recommend to use

various events and data, that will enable us to diversify the usual information stream and strengthen the image of Turkey.

Press-Releases

Слайд 24Agency approach:
We recommend to provide Media with most up-to-date

information in the form of a press-release
In most of

printed media, especially glossy, publication plans are being formed approximately month before new issue appears on shop shelves. In order to get printed publications we recommend to send information to printed media 1 -1,5 month before the event.
Possible topics and terms of release delivery

* The present schedule is preliminary and will be specified during the Preparation Period

Release delivery schedule

Agency approach: We recommend to provide Media with most up-to-date information in the form of a press-release

Слайд 25In order to increase the number of articles about Turkey

in the necessary content, agency recommends to work with journalists

in the following directions:

Preparing and providing the information

In order to increase the number of articles about Turkey in the necessary content, agency recommends to

Слайд 26PRESS TOURS
Press tours are an essential part of media relations.

Aiming at revealing all the diversity of Turkey the main

categories of press tours are to be divided into:

PRESS TOURSPress tours are an essential part of media relations. Aiming at revealing all the diversity of

Слайд 27SIGHTSEEING TOUR

Слайд 28SKI TOUR

Слайд 29SHOPPING TOUR

Слайд 30CULINARY TOUR

Слайд 31PRESS EVENTS

Слайд 32 EVENTS COVERAGE
Coverage of each event organized by Turkish Culture

and Information Office in Ukraine will consist of:

EVENTS COVERAGECoverage of each event organized by Turkish Culture and Information Office in Ukraine will consist

Слайд 33PRESS EVENTS
As a good alternative to press tour we recommend

holding local press events

Слайд 34Press Conference, Press Breakfast
Media responds well to such press
events
As

a result we receive multiple publications and quotes

Press Conference, Press BreakfastMedia responds well to such press eventsAs a result we receive multiple publications and

Слайд 35In partnership with BODRUM SPA

Слайд 36In partnership with EBRU.COM.UA

Слайд 37MASS MEDIA RELATIONS: RESUME
Agency offered a strategy of media relations

which is contained of integrated and consequential approach to the

different news coverage, and special events organizing. This activity will enable to create and hold a wide informational field and will operate the company image building.

MASS MEDIA RELATIONS: RESUMEAgency offered a strategy of media relations which is contained of integrated and consequential

Слайд 38

Working with audience

Слайд 39As a great part of interaction with audience (tourists, potential

visitors) we recommend special project and events. As it was

mentioned before, conceptual and thematic events are essentially important in respect of increasing awareness and loyalty of the audience.

SPECIAL PROJECTS

As a great part of interaction with audience (tourists, potential visitors) we recommend special project and events.

Слайд 40We believe that these projects might be of a great

interest:

Turkish Days in Ukraine
Press Conferences, Press Breakfasts, Round Tables with

the Ambassador or representatives of Turkish Ministry of Culture and Tourism
Concerts of Turkish Singers and Dancing Groups popular in Ukraine
Classic Music concerts performed by Turkish artists or joint projects with Ukrainian artists
Turkish and Ukrainian singers joint projects
Essay or Photo contests
Culinary projects – Turkish Cuisine
Turkish Film series tours
Turkish participation in Ukrainian and International Ethnic and Music Festivals
Painting and Photo Exhibitions
CSR projects
TV project about Turkey
Black Sea region projects
Joint Tourism Promo short films
Presenting an animal to Ukrainian Zoo or a unique plant to Ukrainian Botanical garden
Joint projects with tour operators

SPECIAL PROJECTS

We believe that these projects might be of a great interest:Turkish Days in UkrainePress Conferences, Press Breakfasts,

Слайд 41Turkish Culture Days in Ukraine
Music and dancing concerts, paintings and

photos exhibitions, movies, Turkish cuisine, crafts, master classes, activities involving

students from Turkic studies in Ukrainian universities.

2. Press Conferences, Press Breakfasts, Round Tables with the Ambassador or representatives of Turkish Ministry of Culture and Tourism
Proved to be very successful in 2013

3. Concerts of Turkish Singers and Dancing Groups popular in Ukraine
Tarkan
Sertab Erener
Fire of Anatolia

4. Classic Music concerts performed by Turkish artists or joint projects with Ukrainian artists
Proved to be very successful in previous years

5. Turkish and Ukrainian singers joint projects
(Mor Ve Ötesi & Druga Rika project proved to be very successful)
Proposed Turkish groups: Manga, Gripin,
Proposed Ukrainian groups: TNMK, Tartak, VV, Druga Rika

SPECIAL PROJECTS - details

Turkish Culture Days in Ukraine Music and dancing concerts, paintings and photos exhibitions, movies, Turkish cuisine, crafts, master

Слайд 42
6. Essay or Photo contests
Among Ukrainians who have been on holiday

to Turkey.
Facebook photo contest “Happy Ukrainians in Turkey” proved to

be very successful in 2013

7. Culinary projects – Turkish Cuisine
Participating in big TV projects like MasterChief on STB (this year Georgian Embassy incl. Culture and Information office participated) and other culinary shows
Participating in Food Festivals (Street Food Festivals, Colorful nights, Art Picnic by Slava Frolova, BestFood fest, RestoPraktiki)
Organising Turkish Cuisine Days
Turkish Cuisine Press Tours to Istanbul

8. Turkish Film series
Inviting to Ukraine main actors, that are very popular here, organizing press conferences, interviews with press, their participation in TV shows etc

9. Turkish participation in Ukrainian and International Ethnic and Music Festivals
Krayina Mriy in Kiev
Sheshory in Carpathian
Sorochinska Yarmarka in Mirgorod
Hidirlez in Crimea
Sziget in Kiev

SPECIAL PROJECTS - details

6. Essay or Photo contests Among Ukrainians who have been on holiday to Turkey. Facebook photo contest “Happy Ukrainians in

Слайд 4310. Painting and Photo Exhibitions
Turkey paintings collections in National Art Museum
Ebru

paintings in Kiev and other major cities, especially Crimea where

this art is reviving now
Joint photo projects

11. CSR projects
Joint project with Bir Dilek Tut Turkiye - Make a wish Turkey. For instance, Ukrainian children from orphanages write their wishes and this organisation makes them true
Joint painting by Turkish and Ukrainian children – Happy children. PR support of the event
Diplomatic charity auctions in Embassy of Turkey
Friendly match between Dynamo and Fenerbahce and profits from tickets sale go for some charity causes
Guest lectures about Turkish culture, history and current events by Attaché of Culture and Information Office in Ukrainian Schools and Universities related with Turkey

SPECIAL PROJECTS - details

10. Painting and Photo ExhibitionsTurkey paintings collections in National Art MuseumEbru paintings in Kiev and other major cities,

Слайд 4412. TV project about Turkey
Series of stories about Turkey in morning

TV shows, like Snidanok with 1+1 based on a press

tour
Teleconference bridge between Turkey and Ukraine re some cultural and historical issues

13. Black Sea region projects
Joint yacht regatta between Ukraine and Turkey

14. Joint Tourism Promo short films
Example: Fire of Anatolia and Virsky Ensemble dancing against the background of Turkish and Ukrainian sights (Pamukkale, Kapadokya, Crimea, Carpathian mountains)

15. Presenting an animal to Ukrainian Zoo or a unique plant to Ukrainian Botanical garden
PR support

16. Joint projects with tour operators

SPECIAL PROJECTS - details

12. TV project about TurkeySeries of stories about Turkey in morning TV shows, like Snidanok with 1+1 based

Слайд 45Each of the above special projects can be worked out

in detail on request

SPECIAL PROJECTS - details

Слайд 46OUR STRATEGY IN ORGANIZING THE EVENTS

Слайд 47Work results: 2008-2013

Слайд 48Work results: 2008-2013

Слайд 49Analytics
In 2013 Agency will provide following kinds of analytical reports:

Слайд 50
Crisis management algorithm

Слайд 51CRISIS MANAGEMENT
Fast educing the negative messages about the country
The agency

notifies the client
Assessment of the post. What is the tone of

the post?

Provocative message, which includes discussion and flame

Assessment of the resource

Negative Stakeholder post

Negative post neutral / loyal Stakeholder?

Faulty or incorrect information coming from the Stakeholder

yes

Monitoring. Is the situation getting worse?

Complaints from customers (potential stakeholders, opinion leaders, bloggers, etc.)

Provide the correct facts

To give advice, try to find a way out of the situation

yes

Request and receiving information from the client

Approval of comments and replies with the client. Placing Information

yes

Independent research of the agency

Assessment
(1 hour)

Action (4-5 hours)

Assessment (2 hours)

Planning (2-24 hours)

yes

Observation

CRISIS MANAGEMENTFast educing the negative messages about the countryThe agency notifies the clientAssessment of the post. What

Слайд 52Social Media Promotion

Слайд 53THE INTERNET STATISTICS

Слайд 54UKRAINE ONLINE

Слайд 55MOST POPULAR SOCIAL NETWORKS IN UKRAINE
In spite of Vkontakte is

the biggest Russian-speaking social platform, Facebook is the most relevant

for brand promotion

MOST POPULAR SOCIAL NETWORKS IN UKRAINEIn spite of Vkontakte is the biggest Russian-speaking social platform, Facebook is

Слайд 56Official Ukrainian Fan Page
“Безмежна Туреччина” in Facebook

Слайд 57 FAN PAGE. RESULTS
The Official FB Page was launched

in November 2012.

Since then we’ve got 787 fans and raised

active and involved audience.
The audience increases in 13-20 fans per month (without FB ads support)

We involve users with useful and interesting content, also creative mechanics.
We realized 5 contests (due to contest «Happy Ukrainians in Turkey» we involved 844 unique users in communication)

FAN PAGE. RESULTS The Official FB Page was launched in November 2012.Since then we’ve got 787

Слайд 58 FAN PAGE. RESULTS
787 FANS
89 -TAT (talking about this)

Efficiency of the Page (TAT/likes)  89/787=11 %
(good indexes –

above 2%)

FAN PAGE. RESULTS 787 FANS89 -TAT (talking about this) Efficiency of the Page (TAT/likes)  89/787=11

Слайд 59WHAT WE PROPOSE

Слайд 60STRATEGY OF PROMOTION

Слайд 61STRATEGY #1
BIG IDEA: The notebook
The traveler puts his own notes

about travelling Turkey:
Cultural life, food, entertainment, main places to

visit, advantages of vacation etc.

Specifics:
First-person story
Involving people to act: help to choose a place, vote for church to visit first, check the route etc
Branded posts (each post looks like a piece of old paper from the personal notebook with a photo from Turkey attached to the sheet)

STRATEGY #1BIG IDEA: The notebook The traveler puts his own notes about travelling Turkey: Cultural life, food, entertainment,

Слайд 62STRATEGY #2
BIG IDEA: Heads or tails
Every week we give the

possibility for users to throw lots and choose the type

of trip to Turkey.

The can “throw the coin” in comments: if it’s heads – we talk about palaces, expensive restaurants and luxury rest.
If its tails – we talk about easy and not expensive vacation, backpacking, walking routes, street food etc.

Specifics:
Involve people to choose the theme of the week and create the route of future trip be themselves.
Real advices for each kind of vacation.
Branded posts with the effect of Polaroid photo.

STRATEGY #2BIG IDEA: Heads or tails Every week we give the possibility for users to throw lots and

Слайд 63PROMO TOOLS
EVERYTHING IS SUBMITED TO DIG IDEA OF THE STRATEGY

Слайд 64ADVERTISING IN SOCIAL NETWORKS

Слайд 65EXAMPLE OF SM PAGES RULED BY THE AGENCY

Слайд 66EXAMPLE OF SM PAGES RULED BY THE AGENCY

Слайд 67Cost. Monthly fee
All prices are presented for current period
+Additional

100 Euro for Facebook ads - optional

Слайд 68AGENCY CREDENTIALS

Слайд 69Launched in Ukraine in 2005, Newsfront PR Agency has helped

dozens of local and international clients develop and implement effective

communications campaigns
Through the use of media relations, social media, internal communications, CSR and event management Newsfront is supporting its clients' corporate and brand reputations
Newsfront is servicing over a dozen clients in a variety of industries including IT, telecommunications, finance, automotive, home appliance, pharmaceutical, tourism and FMCG
25 employees with diverse experience

NEWSFRONT TODAY

Launched in Ukraine in 2005, Newsfront PR Agency has helped dozens of local and international clients develop

Слайд 708
years on the market
2
offices:
Kyiv & Moscow
16
retainer

clients
25
employees
Newsfront
Full Service Agency

Слайд 71OUR VALUES
In our work we follow clear corporate standards that

let us provide expertise in task accomplishment and high quality

client service

THE STRUCTURE OF THE AGENCY IS BUILT ACCORDING TO THESE PRINCIPLES:

Each project is led by a certain working group, which manager is a contact person for a client

All specialists within the working group have their own responsibilities towards a project

Special department provides an opportunity to use following resources: copywriting, event management, art director, PR-audit etc.

OUR VALUESIn our work we follow clear corporate standards that let us provide expertise in task accomplishment

Слайд 72PRESS OFFICE
Consulting and strategy
development
Special meetings and
events moderation
Copywriting, translations
News

generating

Слайд 73SERVICES

Слайд 742012-2013 CLIENTS

Слайд 75
Thank you for attention!

Скачать презентацию

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Public Relations Activities Proposal For 2014

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Слайды и текст этой презентации

Слайд 1Public Relations Activities Proposal For 2014

Слайд 2Client:Culture and Information Office of Embassy of Turkey in UkraineObject

of PR campaign:TurkeyTask:To maintain broad information field in MediaTo proceed

Слайд 3 Crimea and other Ukrainian resorts Advantages:No

need of visa or foreign passportGeographical proximity Traditional belief that

Слайд 4 European countries: France, Czech Republic, Poland, Germany, Italy, Austria

Advantages:Vast choice of cheap bus tours High quality service at

Слайд 5CarpathiansAdvantages:No need of visa or foreign passportGeographical proximity Good quality

serviceDisadvantages:Poor infrastructureHigh prices Europe: Austria, Romania, Bulgaria, PolandAdvantages:-

Слайд 6PR CAMPAIGN

Слайд 7STRATEGY

Слайд 8TARGET AUDIENCES

Слайд 9Mass media relations Apart from work with specialized media we recommend

to pay more attention to cooperation with opinion leaders(social media

Слайд 10Special media eventsWe strongly recommend to hold MICE events for

various media representatives as an alternative for press-tours. Practice shows

Слайд 11MASS MEDIA RELATIONS

Слайд 12Our BenefitsStrong media relations expertiseCurrent operation as an outsourced press

office for over a dozen clientsSignificant event management experience Over 80

Слайд 13Project management

Слайд 14Target Media. ExplanationOffered Media List is developed considering our goal

to inform audiences on various topics - news, culture, history

Слайд 15Our approach to the building of the information field is

based on the previous experience of work in the touristic

Слайд 16Our approach to work with the Media Successful experience of

media relations approach demonstrated the effectiveness of the Agency’s work

Слайд 17 Ukrainian media usually refuses to publish information that is

aimed on promotion of the specific product for free. The

Слайд 18Target audiences interestsAmong all the interesting newsmakers we will pick

only those topics, through which it will be possible to

Слайд 19Preliminary Media List. Business & TV

Слайд 20Preliminary Media List. Tourism

Слайд 21Preliminary Media List. Glossy & Specialized

Слайд 22MEDIA COOPERATION INSTRUMENTSTO MAINTAIN AN INFORMATION FIELD AROUND TURKEY THROUGHOUT

THE YEAR WE RECOMMEND TO USE THE BASIC INSTRUMENTS:

Слайд 23Press-releases will serve as a base for everyday work with

the mass media. As informational occasions we recommend to use

Слайд 24Agency approach: We recommend to provide Media with most up-to-date

information in the form of a press-release In most of

Слайд 25In order to increase the number of articles about Turkey

in the necessary content, agency recommends to work with journalists

Слайд 26PRESS TOURSPress tours are an essential part of media relations.

Aiming at revealing all the diversity of Turkey the main

Слайд 27SIGHTSEEING TOUR

Слайд 28SKI TOUR

Слайд 29SHOPPING TOUR

Слайд 30CULINARY TOUR

Слайд 31PRESS EVENTS

Слайд 32 EVENTS COVERAGECoverage of each event organized by Turkish Culture

and Information Office in Ukraine will consist of:

Слайд 33PRESS EVENTSAs a good alternative to press tour we recommend

holding local press events

Слайд 34Press Conference, Press BreakfastMedia responds well to such press eventsAs

a result we receive multiple publications and quotes

Слайд 35In partnership with BODRUM SPA

Слайд 36In partnership with EBRU.COM.UA

Слайд 37MASS MEDIA RELATIONS: RESUMEAgency offered a strategy of media relations

which is contained of integrated and consequential approach to the

Слайд 38Working with audience

Слайд 39As a great part of interaction with audience (tourists, potential

visitors) we recommend special project and events. As it was

Слайд 40We believe that these projects might be of a great

interest:Turkish Days in UkrainePress Conferences, Press Breakfasts, Round Tables with

Слайд 41Turkish Culture Days in Ukraine Music and dancing concerts, paintings and

photos exhibitions, movies, Turkish cuisine, crafts, master classes, activities involving

Слайд 426. Essay or Photo contests Among Ukrainians who have been on holiday

to Turkey. Facebook photo contest “Happy Ukrainians in Turkey” proved to

Слайд 4310. Painting and Photo ExhibitionsTurkey paintings collections in National Art MuseumEbru

paintings in Kiev and other major cities, especially Crimea where

Слайд 4412. TV project about TurkeySeries of stories about Turkey in morning

TV shows, like Snidanok with 1+1 based on a press

Слайд 45Each of the above special projects can be worked out

in detail on request SPECIAL PROJECTS - details

Слайд 46OUR STRATEGY IN ORGANIZING THE EVENTS

Слайд 47Work results: 2008-2013

Слайд 48Work results: 2008-2013

Слайд 2Client:
Culture and Information Office of Embassy of Turkey in Ukraine

Object

of PR campaign:
Turkey

Task:
To maintain broad information field in Media
To proceed

Слайд 3 Crimea and other Ukrainian resorts
Advantages:
No

need of visa or foreign passport
Geographical proximity
Traditional belief that

Слайд 4
European countries: France, Czech Republic, Poland, Germany, Italy, Austria

Advantages:
Vast choice of cheap bus tours
High quality service at

Слайд 5
Carpathians
Advantages:
No need of visa or foreign passport
Geographical proximity
Good quality

service
Disadvantages:
Poor infrastructure
High prices

Europe: Austria, Romania, Bulgaria, Poland
Advantages:
-

Слайд 6

PR CAMPAIGN

Слайд 9Mass media relations
Apart from work with specialized media we recommend

Слайд 10Special media events
We strongly recommend to hold MICE events for

Слайд 11

MASS MEDIA RELATIONS

Слайд 12Our Benefits
Strong media relations expertise
Current operation as an outsourced press

office for over a dozen clients
Significant event management experience
Over 80

Слайд 14Target Media. Explanation

Offered Media List is developed considering our goal

Слайд 16Our approach to work with the Media
Successful experience of

Слайд 18Target audiences interests
Among all the interesting newsmakers we will pick

Слайд 22MEDIA COOPERATION INSTRUMENTS
TO MAINTAIN AN INFORMATION FIELD AROUND TURKEY THROUGHOUT

THE YEAR
WE RECOMMEND TO USE THE BASIC INSTRUMENTS:

Слайд 24Agency approach:
We recommend to provide Media with most up-to-date

information in the form of a press-release
In most of

Слайд 26PRESS TOURS
Press tours are an essential part of media relations.

Слайд 32 EVENTS COVERAGE
Coverage of each event organized by Turkish Culture

Слайд 33PRESS EVENTS
As a good alternative to press tour we recommend

Слайд 34Press Conference, Press Breakfast
Media responds well to such press
events
As

Слайд 37MASS MEDIA RELATIONS: RESUME
Agency offered a strategy of media relations

Слайд 38

Working with audience

interest:

Turkish Days in Ukraine
Press Conferences, Press Breakfasts, Round Tables with

Слайд 41Turkish Culture Days in Ukraine
Music and dancing concerts, paintings and

Слайд 42
6. Essay or Photo contests
Among Ukrainians who have been on holiday

to Turkey.
Facebook photo contest “Happy Ukrainians in Turkey” proved to

Слайд 4310. Painting and Photo Exhibitions
Turkey paintings collections in National Art Museum
Ebru

Слайд 4412. TV project about Turkey
Series of stories about Turkey in morning

in detail on request

SPECIAL PROJECTS - details

Слайд 49Analytics
In 2013 Agency will provide following kinds of analytical reports:

Слайд 50
Crisis management algorithm

Слайд 51CRISIS MANAGEMENT
Fast educing the negative messages about the country
The agency

notifies the client
Assessment of the post. What is the tone of

Слайд 55MOST POPULAR SOCIAL NETWORKS IN UKRAINE
In spite of Vkontakte is

Слайд 56Official Ukrainian Fan Page
“Безмежна Туреччина” in Facebook

Слайд 57 FAN PAGE. RESULTS
The Official FB Page was launched

in November 2012.

Since then we’ve got 787 fans and raised

Слайд 58 FAN PAGE. RESULTS
787 FANS
89 -TAT (talking about this)

Efficiency of the Page (TAT/likes)  89/787=11 %
(good indexes –

Слайд 61STRATEGY #1
BIG IDEA: The notebook
The traveler puts his own notes

about travelling Turkey:
Cultural life, food, entertainment, main places to

Слайд 62STRATEGY #2
BIG IDEA: Heads or tails
Every week we give the

Слайд 63PROMO TOOLS
EVERYTHING IS SUBMITED TO DIG IDEA OF THE STRATEGY

Слайд 67Cost. Monthly fee
All prices are presented for current period
+Additional

Слайд 708
years on the market
2
offices:
Kyiv & Moscow
16
retainer

clients
25
employees
Newsfront
Full Service Agency

Слайд 71OUR VALUES
In our work we follow clear corporate standards that

Слайд 72PRESS OFFICE
Consulting and strategy
development
Special meetings and
events moderation
Copywriting, translations
News

Слайд 75
Thank you for attention!