3.2.01 - WHAT IS PUBLIC RELATIONS?

Public relations is as its name indicates – the development and cultivation of good relationships. It is a strategy for letting others know about your organization and its activities in order to build credibility, change the perception of the organization, increase users of the service, build public support for an issue, increase membership, promote an event or support a fundraising campaign.

Public relations is comprised of many facets including: media relations, promotions, special events, marketing, public speaking, communications and fundraising.  The one constant found in all of these disciplines is consistency – a consistent message that is delivered well and delivered often.  The public must become familiar with an organization such as Special Olympics Ontario before they can be expected to register, volunteer or donate money.

The goal of public relations within Special Olympics Ontario is to get the message of Special Olympics out to current and potential athletes, volunteers, parents, and caregivers of people with intellectual disabilities, corporations, educational institutions with special educations programs, and so on.

How can public relations be applied within Special Olympics Ontario?

There are many uses of public relations within Special Olympics Ontario. Public relations can be used to:

• Communicate specific information to a specific group of people
• Recruit athletes and volunteers
• Promote fundraisers/special events
• Create public awareness of the Special Olympics’ mission and vision
• Educate people about the abilities of people with intellectual disabilities in sport
• To promote tournaments and competitions
• To generate support

This section will supply you with tools and guidelines to accomplish the above in your community. It explores:

How to develop a public relations plan

How to work effectively with the media in your community

The types of media vehicles available to you

Tips on how to promote Special Olympics Ontario within your community