Public Relations Strategy Document Preamble NCF is in the unique position of being both a local, user-oriented non-profit network, and a globally accessible internet entity. Having evolved from a grassroots level to the stature of a major player on the world freenet circuit, there are often challenges in trying to define who we are. Are we an information resource, an "internet on-ramp," a community communications network, or a useful tool for social interaction and leisure? We are what each of our members wants us to be. 1. The Goal of Positive Press The goal of positive press coverage is not to increase membership but to portray NCF as a valuable community and information resource, relevant to a very wide number of people. Because NCF is a high-profile organization, particular attention will be paid to its accomplishments and its faults. We have to present ourselves as a professional organization with a professional image -- presenting a clear, consistent image to the public and the media, and maintaining the standards of a professional organization in terms of our publications, internal and external communications, and approach to media and marketing. If we stumble, the media and the public are not going to forgive us and chalk it up to "growing pains." So careful planning and contingency development are important. 1.1 Recommendations for Media/Communications Policies and Practices 1.1.1 Communications with the media All media communications should be routed through the Administrative Coordinator (AC). This is *not* to prevent any member of staff or board from speaking, but to ensure that the office knows who is being interviewed, from what media outlet and what subject. As well, if there are any problems with the resulting story or interview, they can be addressed quickly and professionally. This also ensures that stories are spotted and archived. This should be set as NCF policy. The AC will also prepare and send out biweekly update packages to the media and NCF newsgroups. The AC will generate story ideas and liaise with the media to increase coverage of NCF. NCF will make a more concerted effort to involve the francophone media. All releases should be translated and sent to francophone media sources. Releases will also be sent to all regional and municipal political figures and key political/funding figures. We will be utilizing the support of NATIONAL Public Relations, which has agreed to be NCF's 'pro bono' pr agency. John Wildgust (bh916) has agreed to offer NPR's assistance to NCF in terms of sending releases, developing public relations and communications strategies, and general media advice. As well, NPR will assist in developing 'damage control' scenarios when necessary. The AC will support NCF initiatives (such as the Ontario Election Project) by publicizing them. 1.1.2 Speakers bureau There should be a regular pool of speakers available for conferences and demonstrations. This is being ably handled by Mimi Richard (br184). We should produce a speakers's kit with standard handouts (brochures, 5-minute guides, line sponsorship packages where applicable). The office can coordinate part of the bureau's activities in terms of arranging equipment and support and any public engagements should be cc'd to the office. The acquisition of a good laptop for the office and Speaker's Bureau is critical. At the moment, laptops are being borrowed from NCF board members, which leads to administrative time being spent tracking down, procuring and returning private machines. NCF needs a 386 level laptop with modem and SVGA (to handle external monitors and overhead LCD panels). 1.1.3 Publications All NCF publications (Survival Guide, brochures, pamphlets) should be designed and produced in a professional manner, and the NCF logo should be used prominently. The logo signifies that the publication is an official NCF-sanctioned product. There should also be adequate distribution mechanisms for selling publications such as the Survival Guide. All publications should be checked and proofed by administrative staff as a safeguard to avoid errors. A policy should be developed on board members and outside authors who write books on FreeNet. There has to be quality control, copyright enforcement and legal recourse available to protect NCF. 1.1.4 Internal communications The AC will circulate regular press releases and information within appropriate NCF newsgroups. The AC will also support fundraising and board initiatives (e.g. the online auction, agm). The AC will develop an online publicity area, similar to the funding, volunteer and speakers' areas. 2 Roles and Responsibilities of the Administrative Coordinator The roles and responsibilities of the Administrative Coordinator in the area of publicity and communications are as follows: 2.1 External Communications -press releases -media liaison -soliciting coverage -managing media coverage -crisis control 2.2 Marketing and Fundraising Support as above plus -graphic design support (printing, production) -acquisition of items (for auction and promotional events) 2.3. Internal Communications -announcements -calls for volunteers -speakers' bureau support -supporting fundraising and development -supporting Executive Director -supporting NCF committees and initiatives 2.4 Current Responsibilities -liaising with media -media releases for special events/news -Monitor magazine column -writing/editing NCF publications (5-minute guide, etc) -development support -special events coordination -general resource for media and public on NCF 3. Timetable Following is a list of events happening in the next year, what is required in terms of office support and logistics, and what is required from NCF staff, board and volunteers. 3.1 3.1.1 Volunteer Recognition Night June 8, 1995 Coordinated by Andre Ouellette & Volunteer coordinators. Internal postings, external publicity (release to media, media updates), soliciting coverage from local media. 3.1.2 NCF Picnic/Cookbook Launch July 1995 NCF Picnic - online and general publicity (press releases, media calls) Volunteer Coord. to help source volunteers Picnic Committee to coordinate NCF Cookbook General media release, targeted media (cooking writers, television, radio shows). Boutique/Development to coordinate 3.1.3 On-Line Auction June, 1995 (TBC) General press releases Specific media contacts and liaising Media donation of items for auction Volunteer Coord. to help source volunteers Board to help acquire items Publicity for live auction component/logistics Signage and paper materials (brochures) Development Dep't to coordinate with AC 3.1.4 Donor Drive Date TBA General press releases Press liaising Volunteer Coord. to source volunteers Board to find corp/ind. donors/sponsors Development Dep't to coordinate 3.1.5 3rd Anniversary February 1996 General press releases Press liaising Coordinating logistics (room, catering, etc) Birthday Party Committee to coordinate 3.1.6 Member no. 50,000 (TBA) General release Media/photo op (arr. logistics/room/catering,etc) AC to coordinate 3.1.7 Oracle reception (TBA) General release Media/photo op (arr. logistics/room/catering,etc) AC to coordinate 4 Resources (advisory group) A group of NCF board members, staff and users has been established to support the Administrative Coordinator and provide advice and reources. The members so far are Lisa Donnelly (am412), Brett Delmage (aa693),Christine McAllister (ai140), John Wildgust (bh916), Laura and Paul Paquette (ae121), BethAnn Burton (ba918), Gordon Pearson (au167). submitted by Mike Anderson Administrative Coordinator bc574