Vademecum of EU-OSHA Media and PR Services · 2.3.8 Training in media relations techniques ... The contractor network partner should report on the kick-off ... in A3 laminate

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Vademecum of EU-OSHA Media and PR Services

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Content

1 Introduction .......................................................................................................... 3

2 Handbook ............................................................................................................. 4

2.1 Overall management ........................................................................................... 4

2.2 Annual planning .................................................................................................. 5

2.3 Media Relations Activities .................................................................................. 6

2.3.1 Organisation of a press conference ............................................................ 6

2.3.2 Arrangement/Coordination of Interviews ................................................. 16

2.3.3 Press release ............................................................................................... 21

2.3.4 Journalists’ Visit .......................................................................................... 29

2.3.5 Journalists’ and experts’ round table ....................................................... 38

2.3.6 Drafting and cost free placement of professional articles ..................... 47

2.3.7 Organisation of radio-phone ins ................................................................ 54

2.3.8 Training in media relations techniques .................................................... 60

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1 Introduction

The objective of this document is to provide a guide and handbook for media and PR

activities to be implemented with the support of the European Agency for Safety and Health

at Work (EU-OSHA) throughout the European Union (EU) Member States and non-EU

countries.

The document contains guidelines for the implementation of various activities and the

corresponding cooperation of all parties involved. These parties are EU-OSHA, as the

communication and project manager, the national focal point (FOP) network, the PR

contractor and the PR contractor’s network partners. The main objective of this

Vademecum is to improve cooperation and to bring the implementation of media and PR

services to the highest professional standards, in compliance with all relevant national

legislation. A separate Vademecum of EU-OSHA Events Services is available. When

applicable, the PR contractor and its network will liaise directly with the events contractor and

its network partners when media and PR need to be organised in the context of an event.

The following projects are covered by the Vademecum of EU-OSHA Media and PR Services:

1. European Campaign Assistance Package (ECAP) PR and media campaign activities;

2. PR and media activities organised by EU-OSHA to be localised at national level;

3. Awareness-raising and promotion package (ARPP) media activities.

The type of activity chosen (press conference, press release, etc.) for the implementation of

any of these projects may be the same. This means that the generic description, for

example, of the organisation of a press conference is the same for all projects named above.

The subsequent chapters provide a comprehensive outline of all related activities, which

include:

expected quality standards;

tasks and services included;

objectives of each activity;

distribution of responsibilities among all parties involved;

implementation steps to be taken.

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2 Handbook

2.1 Overall management

EU-OSHA is the main manager of all activities described in this document and defines the

main parameters for their implementation (deadlines, ordering system, budget and

distribution of services). EU-OSHA is also the main contact point for the national focal point

(FOP) network regarding these fundamental aspects of project implementation. For the

implementation and support of EU-OSHA activities and campaigns, including their

development and improvement, EU-OSHA cooperates closely with the PR contractor,

which is the main contractor of the Agency for media and PR services. The events

contractor remains the contractor for event services.

The PR contractor is supported by a pan-European network of partner agencies that are

responsible for the continuous consultation of national FOPs and the overall coordination

and implementation of activities to be implemented within their specific country, including the

establishment and continuous adaptation of planning timetables for all activities. Example

timetables are available within this document to assist FOPs and PR contractor network

partners in this process.

The PR contractor is responsible for the comprehensive briefing of its network partners and

the overall coordination of all activities implemented throughout the Member States, the

European Economic Area (EEA) and non-EU countries. The reporting on activities is

undertaken via the EU-OSHA extranet.

Final decisions on specific aspects of the implementation of activities — following advice by

PR contractor network partners — are the responsibility of the FOP. FOPs are strongly

encouraged to contact EU-OSHA if further clarification is required or if problems arise at

national level, so that appropriate solutions can be found and implemented as soon as

possible. The same applies for the PR contractor network partners, which must approach the

contractor. Contractor network partners should not contact EU-OSHA directly and, likewise,

FOPs should not contact the contractor to resolve issues. See the chart below for an

illustration of the relationship among the four parties:

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2.2 Annual planning

For the effective planning of all activities to be implemented by EU-OSHA, the FOPs, the PR

contractor network and the events contractor network, and to discuss and agree on annual

planning, a joint kick-off meeting between each national FOP and the relevant contractor

network partners is recommended. The kick-off meeting will take place before the FOPs

make their ECAP or ARPP orders. The objective is to plan the year according to the

FOPs’ requests and desired activities, and to see how these activities can best be

supported by media and PR activities to raise awareness and ensure the promotion of all

EU-OSHA projects on a pan-European and national level.

A timetable should be agreed upon, outlining the main media and PR activities for the year,

including key milestones for each activity, clearly identifying the relevant deadlines for

delivery by the PR contractor network partner, approval processes and the final

implementation.

Further meetings or conference calls between the FOP and the PR contractor network

partner should be held on a regular basis, and included in the timetable to ensure regular

EU‐OSHA Project/communication

manager PR contractor

National focal points

network

PR contractor

network

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communication and status reporting to the PR contractor and subsequently to EU-

OSHA.

An additional meeting between the PR contractor network partner and the FOP before the

second ECAP ordering round would be helpful to evaluate the activities in the first half of the

year, measuring their success, identifying areas for improvement and finalising planning for

the remainder of the year. The contractor network partner should report on the kick-off

meeting to the PR contractor, which will upload the meeting minutes on the EU-OSHA

extranet.

It is important to note that, in the following sections, the timings for each task within

an activity act as a GUIDELINE as how to best implement activities. They are NOT

compulsory timings to be followed by PR contractor network partners and FOPs, and

allow a degree of flexibility in the organisation and execution of activities. However,

the approach and procedure does help to ensure an efficient planning process and

effective cooperation between all parties.

2.3 Media relations activities

2.3.1 Organisation of a press conference

Press conferences provide an ideal opportunity for direct contact between the press and

FOPs. Such events allow journalists to pose questions to senior spokespersons from

national FOPs/EU-OSHA (and relevant government institutions or associations, if

appropriate), shoot their own photos and obtain short statements. A press conference

should present a significant news announcement and/or information on campaigns, national

activities or new publications in relation to occupational safety and health, to be followed by a

Q&A session with attending media. A kick-off meeting to discuss the objectives and

organisation of the press conference should be held between both parties at an early stage.

Key speakers participating in a major conference should be senior national partners/EU-

OSHA spokespersons (e.g. senior communications officers) and also other noteworthy

national representatives if appropriate.

The event should convey key messages and increase public visibility (of EU-OSHA and

the FOP) within key media (and subsequently among their readership/audiences), with

journalists able to challenge and clarify points of interest to them. The PR contractor network

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partners will handle all aspects of invitation management, from planning through to the

day of the press conference itself. A list of suitable journalists (PR contractor network partner

to undertake additional research if necessary) should be submitted to the FOP for approval

before the elaboration of an invitation text. Follow-up telephone calls, during which the PR

contractor network partner should look to provide further background information, briefings,

offers of one-to-one interviews, and so on, will also help encourage attendance after the

dissemination of email invitations.

Press conferences should be held in business centres with the facilities (e.g. internet

connection) to enable journalists to operate most effectively. The technical equipment

should consist of a projector, screen, sound system and two table microphones, together

with two roving microphones for audience questions. An assistant should also be on hand to

offer interview assistance, handle on-demand interview requests and ensure the

smooth running of the press conference. Branding of the venue should increase the

visibility of the FOP, EU-OSHA and any relevant campaign logos. In addition, press packs

should be prepared by the PR contractor network partner, liaising with the contractor (to

include the accompanying press release, speakers’ presentations, etc.) for dissemination at

the event. The FOP and EU-OSHA should provide the necessary documentation. Journalists

who attended the press conference will also require additional follow-up calls from the PR

contractor network partners soon after the day of the event, to encourage media coverage.

The ECAP and ARPP systems offer different event formats. Whereas the ECAP format

contains mandatory and optional measures that can be ordered by the FOP, the ARPP

format consists of a fixed package of services offered to the FOP. A detailed description of all

necessary tasks (and quality standards) for implementation of both schemes can be found

below. Indication of mandatory/optional is applicable only to ECAP services. The fixed sets of

ARPP services are outlined in the corresponding ARPP guidelines.

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Organisation of a press conference

Tasks Included services EU-OSHA FOP PR contractor

Contractor network

Implementation

Overall management of press conference including identification and invitation of media (mandatory)

Kick-off meeting for defining topic and overall concept of the press conference

X X X Kick-off meeting between the FOP and the PR contractor network partner should determine the overall approach and concept of the press conference (including its focus, topic and key messages).

Concept to be elaborated, including a structure and agenda of the press conference with list of possible spokespersons and experts.

Set provisional date and location: date of event should not clash with competing events or take place after EU-OSHA end-of-year deadlines.

Planning grid, to-do list template and other resources should be provided by the PR contractor. Media relations activities need to be agreed and included in the project’s timetable.

Management of all services regarding the press conference (partners, suppliers, etc.

X X PR contractor network partner to prepare the event and liaise with service providers (always in close consultation with the FOP where needed or requested).

Identification of journalists for invitation

X X PR contractor network partner to identify key media and journalists from general and specialised media (national and regional).

Final list of suggested media/journalists to be approved by the FOP.

Branding and signposting — laminated A3 signs (mandatory)

Production of branding and signage for directions for attendees, and branding of speakers’ table

X X PR contractor network partner has to ensure that sufficient branding is given to the press conference’s location.

Signage and branding should include the EU-OSHA logo, the campaign or any other relevant logo, as well as relevant FOP logo (if applicable).

FOP to provide own logo — at least four weeks prior to event — as high-resolution vector file.

EU-OSHA logos are available on the EU-OSHA extranet for FOPs and to be provided to the contractor network by the PR contractor.

Signs to be produced in A3 laminate

X PR contractor network partner to produce and laminate signage.

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Contractor network

Implementation

Evaluation and reporting (mandatory)

Continuous reporting in the period of the project

X X The PR contractor network partner must ensure continuous reporting to the FOP, as well as to the contractor, about the status of preparation.

The PR contractor must forward reporting on a fortnightly basis to EU-OSHA with regards to all relevant information such as:

o title of press conference o speakers (including institution) o distribution of invitation o programme etc.

PR contractor network partners will provide weekly updates and all necessary documents to the contractor, which will upload the information to the extranet.

Final press release should be uploaded to the EU-OHA extranet. Reporting should also include detailed service reporting shortly before the

event and after the implementation. Templates will be provided by the PR contractor.

Final report X X On conclusion of the press conference, the PR contractor network partner must draft a comprehensive final report with all relevant information on the conference, including objectives, programme, speakers (names/institutions), media attendance and press clippings if available.

After the approval of the FOP, the PR contractor network partner should provide the final report to the contractor, which will provide overall reporting to EU-OSHA, including a financial breakdown.

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Contractor network

Implementation

Identification and invitation of speakers in cooperation with EU-OSHA/network member (optional)

Identification of speakers

X X FOP to suggest possible speakers including provision of information and contact details.

FOP and PR contractor network partner to agree in first meeting if speakers are to be approached (throughout the preparation phase) by FOP or by the contractor. If the contractor, FOP to communicate details of speaker to the contractor at least six weeks in advance.

Speakers should possess a certain media potential and experience in order to ensure high attendance and coverage by journalists.

The databases and connections of the FOP are additional resources, to be supported by extra research by the PR contractor network partner.

Design, text and layout of digital invitation (optional)

Elaboration of invitation text and layout design

X X PR contractor network partner is responsible for the layout, design and

text of the invitation. Invitations should include main information on subject of the press

conference, including attending spokespersons, agenda, address of venue, contact details, etc.

FOP to approve the draft invitations in a timely manner. Invitation template to be available on the EU-OSHA extranet for FOPs

and to be provided to contractor network by the PR contractor. Final invitations should be provided to the PR contractor, which will upload them to the EU-OSHA extranet.

Invitation to respect EU-OSHA’s campaign/project design and include the logo of EU-OSHA, any other relevant logo and the FOP’s institutional logo.

Distribution via email (optional)

Distribution of electronic invitation via email ahead of press conference

X Invitations to be sent out via email by the PR contractor network partner. Appropriate number of invitations to be distributed to guarantee maximum

number of participants. Invitation distribution — at least two to three weeks prior to the event.

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Contractor network

Implementation

Follow-up via phone to 30 journalists (optional)

Telephone follow-up for up to 30 journalists who have received invitation

X PR contractor network partner is responsible for phone follow-ups to ensure maximum attendance.

The FOP must be regularly informed by the contractor on progress. Follow-up via phone — to continue up until the event.

Press work: copywriting national language of a press release in cooperation with EU-OSHA/network member, distribution via email or fax (approximately 100 journalists) + follow-up via phone (15 journalists), including arrangements for one-to-one interviews (optional)

Elaboration of a press release in national language

X X PR contractor network partner and the FOP to discuss subject/content of the press release, which needs to be closely related to the subject of the press conference.

The contractor network partner must elaborate press release text, including references to EU-OSHA and its activities, as well as announcing the press conference.

The press release should draw a connection between national developments and EU-OSHA’s role, responsibility and activities. The EU-OSHA logo must be incorporated into the press release.

The press release should include hard facts or statements of relevant representatives in order to make it as relevant as possible for the media.

FOP to provide timely approval of final text at least one week in advance of distribution.

Distribution of press release via email or fax

X PR contractor network partner to email/fax the press release to at least 100 media contacts (depending on country-specific media landscape).

Follow up phone calls (15 journalists)

X PR contractor network partner to make follow-up phone calls within two days of the press release distribution.

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Contractor network

Implementation

On-site support by one PR consultant, e.g. interview assistance, handling of on-demand interview requests (optional)

On-site support and assistance

X On-site attendance by 1 PR contractor partner is obligatory. Early decision-making on agenda and distribution of roles for all parties,

including any necessary briefings. PR contractor network partner is the main contact person for all

practicalities, speakers and journalists. For comprehensive reporting, attendance and registration list needs to be maintained (set-up of registration area).

Handling of on-demand interview requests

X X PR contractor network partner to coordinate media and speakers to ensure interviews are available.

Speakers, as well as the FOP, should be available to the journalists for interviews.

Packing of press kits with copies of press release, speech and information material — content to be delivered by EU-OSHA/network member (optional)

Press kits prepared with all relevant press information for dissemination at the registration desk

X X PR contractor network partner to prepare press kit folders for attending media. Content to be decided in liaison with FOP.

All relevant documents (e.g. speeches, background information on the topic, EU-OSHA campaign and any other relevant materials) should be provided.

All documents may also be provided in electronic format, including CD/USB memory stick formats.

FOP to provide approval of press kit — at least 1 week in advance of the press conference.

Venue rental — auditorium hall for approximately 30 people (optional)

Arrangement of venue with necessary facilities and space

X X If FOP has a venue in mind, PR contractor network partner will check if the venue is suitable in the overall frame of services, e.g. quality standards and credits available for rental. If above quality standards, FOP must hire venue themselves and not order via ECAP.

If venue is ordered, PR contractor network partner will provide FOP with a recommendation and a choice of two or three venues.

If the press conference is in the city where the network partner’s office is located, the network partner will undertake the pre-visit, otherwise the FOP or a person of confidence from the FOP’s specific institution should attend.

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Contractor network

Implementation

Light catering — coffee break/refreshments (optional)

Arrangement of light catering

X X PR contractor network partner to negotiate catering facilities with in-house service or external provider.

FOP to provide approval of final catering measures proposed.

Decoration — flowers (optional)

One large or two small (approximately 20 cm diameter) flower arrangements at head table inside the press conference room

X PR contractor network partner to negotiate decorations with in-house service or external provider and locate them in the appropriate places.

Technical equipment — microphones, projector, sound — including technician (optional)

Projector, screen, sound system, together with two table microphones and two roving microphones for audience questions

X X PR contractor network partner to negotiate technical equipment with in-house service or external providers.

Technical equipment list should be agreed with FOP (need for microphones, projector, laptop, etc.)

Technician X PR contractor network partner to arrange technician with in-house service or external provider.

Technician to be available for set-up/testing prior to press conference and remain available during the press conference.

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Contractor network

Implementation

Photographer half-day, quality check, 50 pictures (optional)

Photographer to be available for half-day

X PR contractor network partner to identify and order a professional photographer.

Photographer to be approached at least three weeks in advance. Via the PR contractor, the contractor partner will provide EU-OSHA with a

form signed by the photographer clarifying the rights on the produced pictures (i.e. confirming EU-OSHA will have the right to use the pictures for all promotional (and non-commercial) aims).

Briefing X X PR contractor network partner to brief photographer, including objectives of seminar and requested shots, at least one week in advance of the press conference.

Briefing needs to be agreed with the FOP in advance. Between 50 and 150 creative photos are requested. Photos shall be used in publications, exhibitions and on the web and

provided to media as a follow-up of the press conference/press release.

Provision of pictures X X PR contractor network partner to ensure that pictures are provided in a timely manner in digital format.

PR contractor to provide selected pictures to EU-OSHA in reporting. Selected photos (up to 15, showing the branding and key moments of the

conference) to be uploaded to the EU-OSHA extranet by PR contractor.

One conference assistant — half-day (optional)

Conference assistants to run cloakroom, registration process on site, distributing material

X The PR contractor network partner is responsible for securing conference assistant(s) to assist in the field of registration, cloakroom attendance, distribution of material, etc.

The conference assistant(s) will receive a briefing on responsibilities from the PR contractor network partner, before and on site.

Insurance for press conference (optional)

Liability insurance (if not covered by venue) and insurance for equipment

X The insurance will be arranged via a framework contract with an insurance company through the PR contractor.

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Guidelines for reporting for PR contractor network partners

Requested

timings

Specific

requirements Task

Providing documents/information to PR contractor

ECAP

activity:

press

conference

Date and location

Invitations

Programme

4 weeks in advance of event

List of participants

Within 14 days of event

Photo galleries

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2.3.2 Arrangement/coordination of Interviews

Press involvement can take place in a less formal style with the arrangement of individual

press interviews or briefings. Such activities might take place in the context of a press

conference (providing individual statements at its conclusion), the launch of a national

campaign/project or simply to supply background information on an EU-OSHA

campaign/project, current issue or publication.

Radio, television, written press and internet outlets are all appropriate options for this

particular media tool. Such interviews are preferred by TV channels in particular, which look

to produce their own original sounds for coverage. The PR contractor network partner would

identify and approach the most suitable media outlets for a particular interview subject/

partner. Interviews should be undertaken by national spokespersons or relevant experts

(provided the selected expert has the necessary media training and experience) or other

high-level national representatives who are key actors in occupational safety and health. The

FOP and PR contractor network partner should liaise closely to come to an agreement

on the most appropriate subject, preferably linked to the campaign (i.e. a current issue of

potential media interest), and the most appropriate interview partner.

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.Arrangement/coordination of interviews

Tasks Included services EU-OSHA

FOP PR

contractorContractor

network

Implementation

Overall management including identification and briefing of interview partner in cooperation with EU-OSHA/network partner

Identification of subject matter for interview

X X PR contractor network partner to agree with FOP on subject matter and target groups for the interview.

Interview partner to be identified

X X FOP to suggest possible interview partner including provision of information and contact details about the speaker.

FOP and PR contractor network partner to agree in first meeting if interview partner is approached (throughout the preparation phase) by FOP or by contractor. If contractor, FOP to communicate details of interview partner to contractor at least 6 weeks in advance.

Interview partner should possess a certain media potential to optimise coverage.

The databases and connections of the FOP are additional resources, to be supported by extra research by the contractor network partner.

Briefing X X PR contractor network partner and FOP to brief expert/spokesperson at least 1 week in advance of interview in a joint conference call

Background information on the topic, EU-OSHA and the campaign/project need to be provided to the expert.

Identification of and negotiation with print/electronic media/radio station/TV channel and cost-free placement of interview

Research of media appropriate for target group and interview subject

X PR contractor network partner to research appropriate media for interview.

Ensure cost-free negotiation of placement is achieved

X X A cost-free placement to be negotiated by the PR contractor network partner.

Once agreed on placement (including date), FOP to provide timely approval of selected media.

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.Arrangement/coordination of interviews

Tasks Included services EU-OSHA

FOP PR

contractorContractor

network

Implementation

Reporting Continuous reporting in the period of the project

X X The PR contractor network partner must ensure continuous reporting to the FOP, as well as to the contractor, on the status of preparation.

The PR contractor to forward reporting on a fortnightly basis to EU-OSHA with regards to all relevant information such as: o agreed media outlet o interview partner etc.

PR contractor network partners will provide weekly updates and all necessary documents to the contractor, which will upload the information to the EU-OSHA extranet.

Reporting should also include detailed service reporting shortly before the event and after the implementation. Templates will be provided by the PR contractor.

Final report X X On publication of the interview, the PR contractor network partner to draft a comprehensive final report with all relevant information on the seminar, including objectives, clipping, content summary etc.

After the approval of the FOP, the PR contractor network should provide the final report to the contractor, which will provide overall report to EU-OSHA, including a financial breakdown.

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Requested

timings

Specific

requirements Task


ECAP

activity:

arrangement

of an

interview

Professional articles specific

Media clippings

Within 2 days of publication

Within 1 month of distribution

Date and publication 4 weeks in advance of event

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2.3.3 Press release

A press release is a written communication directed at members of the news media for

the purpose of announcing something claimed to have news value. Typically, they are

emailed to assignment editors at newspapers, magazines, radio stations, and television

stations and/or networks. The aim of a press release is to attract favourable media

attention to the FOP and EU-OSHA or to provide publicity for announcements, publications

or upcoming events. A press release provides reporters with the basics they need to develop

a news story and is often used to generate a feature story.

There are two main approaches for the implementation of media work across target countries

which influence the final output of each press release and other text intended for

journalists.

Pan-European press release

EU-OSHA or the PR contractor are to elaborate a press release and arrange translations

before providing this to the contractor network partners for national adaptation, in

coordination with the FOPs (where requested by EU-OSHA only). This will help raise the

profile of national activities and issues within the media. Any adaptation will require an

English summary for EU-OSHA to assess the ‘added value’. Note that, on occasion, a press

release may be disseminated Europe-wide, without any adaptation process, at the request of

EU-OSHA.

National press release

When press releases are to be distributed during a campaign/project, there are a number of

essential actions to ensure the success of increasing visibility within the media and the

interest of target groups in the issues highlighted. Within the framework of the campaign or

any other EU-OSHA project, a press release is defined by the FOPs based on national news

and activities. This should be drafted in the relevant national language and should ensure

mention of EU-OSHA within the text.

For both types of press release, it is also recommended that relevant statistics be included

in graph or tabular form that can be easily used by the media for detailed illustration and

more attractive presentation. These might include accident rates within Member States, OSH

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standards among vulnerable groups, survey results and so on, as well as quotes from the

FOPs/EU-OSHA.

After the distribution of each press release, a personal follow-up with journalists by

telephone is essential. Many journalists receive numerous press releases each day, and it is

not possible for them to take all news into consideration for the drafting of their articles. In a

personal follow-up, it is possible to draw the attention of the journalist to the topic, to

convince them of the significance of the issue and to offer additional materials to

illustrate the article. In the course of a campaign (or when promoting publications or other

key activities), press releases should be distributed at appropriate milestones to increase

the prospect of substantial media interest. Should any interviews be requested by interested

journalists, these can be handled on an ad hoc basis via the PR contractor network partner.

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Press release


Contractor network

Implementation

Elaboration of press release

Elaboration of a press release in English and adaptation in relevant national language

X X PR contractor network partner and the FOP to discuss subject/content of the press release, which needs to be closely related to the subject of the press conference (when applicable) or any other relevant project or event.

The PR contractor network partner to elaborate press release text, including references to EU-OSHA and its activities, as well as announcing the press release.

The press release should draw a connection between national developments and EU-OSHA’s role, responsibility and activities. The EU-OSHA logo must be incorporated into the press release.

The press release should include hard facts or statements from relevant representatives to make it as relevant as possible for the media.

FOP to provide timely approval of final text at least one week in advance of distribution.

Press release to be provided to PR contractor/EU-OSHA

X X PR contractor network partner to provide the press release to contractor the day after media distribution.

The press release also needs to be provided in English, or at least with a comprehensive summary of content in English.

Press release to be uploaded by PR contractor.

Localisation of press release

Provision of press release X EU-OSHA (or PR contractor) to elaborate press release on topic they would like to promote and to forward the press release to the contractor network.

EU-OSHA to translate press release into all languages required.

Localisation of press release X X X Original English press release and other language versions (when available) to be sent by PR contractor to contractor network partner to begin localisation process at earliest opportunity.

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Press release


Contractor network

Implementation

FOP (in close liaison with PR contractor network partner) to add relevant national information to ensure it remains newsworthy. Headers and introduction paragraphs can also be adapted.

PR contractor network partner to provide an English summary of the localised paragraph.

PR contractor to provide EU-OSHA with final press releases as well as summaries of localised paragraphs.

Distribution of a press release in one country to national media list; follow-up telephone calls to a minimum of 15 journalists

Distribution of press release via email

X PR contractor network partner (depending on country-specific media landscape) to email/fax the press release to at least 100 media contacts.

Follow-up phone calls (15 journalists)

X PR contractor network partner to make follow-up calls within two days of the press release distribution.

Arrangement of interviews with EU-OSHA/network partner on media request

Requests for interviews X X X X PR contractor network partner to coordinate any interview requests via FOP or contractor (for EU-OSHA spokesperson), including the provision of questions beforehand if possible.

FOP and EU-OSHA to ensure availability of suitable spokesperson.

Interview partner briefing X X X PR contractor network partner to brief interview partner prior to interview.

FOP and/or EU-OSHA to provide contact details of interview partner.

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Press release


Contractor network

Implementation


X X PR contractor network partner must ensure continuous reporting to the FOP, as well as to the contractor, about the status of preparation.

Contractor to forward reporting on fortnightly basis to EU-OSHA with regards to all relevant information such as:

o topic of press release o content of press release (including translation) o distribution date o results of follow-ups etc.

Contractor network partners will provide weekly updates and all necessary documents to PR contractor, which will upload the information to the extranet.

Final press release should be uploaded to the EU-OSHA extranet.


Final report X X Following press release distribution, the PR contractor network partner to draft a comprehensive final report with all relevant information on the press release, including objectives, list of media receiving follow-up calls, results and interviews arranged, etc.

After the approval of the FOP, the contractor network should provide the final report to the PR contractor, which will provide an overall report to EU-OSHA, including a financial breakdown.

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Date of distribution

ECAP

activity:

press

release



Within 1 day of distribution

Within 1 month of distribution

Task

PRs

Media clippings

Requested

timings

Specific

requirements

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2.3.4 Journalists’ visit

A journalists’ visit is a planned action, inviting journalists to attend a specific location to

provide them with insight on a specific topic. Journalists’ visits permit the organisers to

effectively communicate their mission and activities to the target media, and improve

dialogue with journalists in order to reach a broader audience and media coverage.

Excursions to selected companies and also major EU-OSHA events, with accompanying

media support, may be organised.

The main objectives of EU-OSHA’s journalists’ visits are:

to raise awareness about a specific topic or campaign;

to provide journalists with insight and further information from responsible experts

and/or company representatives (for example, of the fulfilment of safety and health

measures in a best practice companies, factories, offices, farms or building sites, in

order to demonstrate risks at work and highlight examples of best practice for

preventing and avoiding risks) — this is especially helpful to those who work in non-

OSH press, as the visit will allow them to gain knowledge on an issue in a concise

and easily understandable way;

to offer journalists an incentive for reporting because of the first-hand

demonstration and advice from experts that they receive on site regarding the topic.

When visiting a company, journalists can acquire useful background information and,

based on this, tailor-made interviews can be arranged in an effective manner. This offers

the opportunity for journalists to speak directly with OSH representatives (such as FOPs)

and also gain a new perspective from the company itself. Instead of simply providing

journalists with plain statistics and information, a site visit can offer more descriptive

material for an article and interesting photo opportunities, and allows journalists to

experience and understand the issue concerned within a real work environment.

Journalists’ visits need not be restricted to company premises as a location. Such visits can

be expanded to include the launch of major events and announcements. Media figures

can be invited to participate in trips that offer a number of related activities. For example,

launch events can entail the coordination of journalists to attend a location with a full and

varied itinerary that might include a press conference, journalist roundtable, workshops,

30

photo calls, launch party and also a visit to a relevant company. This approach helps to

provide a more thorough understanding of a subject or campaign, and facilitates the building

of positive working relationships between an organisation and its target journalists.

For either option it has to be ensured that EU-OSHA is given sufficient visibility not only in

terms of branding, but also in terms of content and background information.

Campaign/project messages and activities of EU-OSHA should be addressed sufficiently

and connected to national activities and significance.

The outcome of a journalists’ visit can be easily evaluated according to the media

coverage achieved, and an evaluation of the visit would be prepared in a final report. A more

extensive dialogue with journalists and further media cooperation are often additional positive

outcomes of an organised and interesting journalists’ visit.

31

Journalists’ visit


Contractor network

Implementation

Overall management including identification of company to be visited (pre-visit if needed) and identification of journalists (maximum 15) in cooperation with EU-OSHA/network partner (mandatory)

Kick-off meeting for identification of company and definition of concept

X X X X Kick-off meeting between the FOP and the PR contractor network partner should determine the overall approach and concept of the visit (including its focus, topic and key messages).

Concept to be elaborated including a structure and agenda of the visit with list of possible spokespersons and experts.

Set provisional date and location: date of the visit should not clash with competing events or take place after EU-OSHA end-of-year deadlines.

Planning grid, to-do list template and other resources should be provided by PR contractor.

Contractor network partner to research companies that may be commended or may have received an award for integration of safety and health measures in their country.

FOP to advise on selecting a company that has a certain media potential due to recently implemented adequate OSH measures.

Contractor network partner is responsible for approaching and agreeing visit with selected company.

If the visit is in the city where the network partner’s office is located, the network partner will undertake the pre-visit, otherwise the FOP or a person of confidence from the FOP’s specific institution should attend.

A proposal of a minimum of two possible companies to be made by the PR contractor network partner to FOP for approval.

32



Contractor network

Implementation

Identification of journalists (maximum15)



National and regional media should be approached to ensure broad and sufficient media coverage. FOP to advise if specific media is desired.

Design and layout of digital invitation

Set-up of invitation including elaboration of text and layout

X X X The PR contractor network partner is responsible for the layout, design and text of the invitation.

Invitations should include essential information on subject of the journalists’ visit, including attending spokespersons, agenda, address of venue, contact details, etc.

FOP to approve the draft invitations in a timely manner.

Invitation template to be available on the EU-OSHA extranet for FOPs and to be provided to PR contractor network by contractor. Final invitations should be provided to contractor, which will upload them to the extranet.

Invitation to respect EU-OSHA’s campaign/project design and include the national logo of EU-OSHA, any other relevant logo and the FOP’s institutional logo.

Adaptation to national context (if applicable)

Elaboration of invitation text in existing layout

X X PR contractor network partner to elaborate the invitation text that includes key data, as well as background information on the OSH measures of the company to be visited, to attract media attention.

FOP to provide timely approval of final invitation.

33



Contractor network

Implementation

Distribution via email Distribution of electronic invitation to media database

X Invitations to be sent out via email by the PR contractor network partner.

Appropriate number of invitations to be distributed to guarantee maximum number of participants.

Invitation distribution — at least two to three weeks prior to the event.

Follow-up by phone Telephone follow-up of journalists

X PR contractor network partner is responsible for phone follow-ups to ensure maximum attendance.

FOP to be regularly informed by PR contractor on progress.

Follow-up via phone — to continue up until the event.

On-site support by one PR consultant


X On-site attendance by one PR contractor partner is obligatory.

Early decision-making on agenda and distribution of roles for all parties, including any necessary briefings.

PR contractor network partner is the main contact person for all practicalities, speakers and journalists. For comprehensive reporting, attendance and registration list needs to be taken maintained (set-up of registration area).

Handling of on-demand interview requests

X X PR contractor network partner to coordinate media and speakers to ensure that interviewees are available.

Speakers/experts, as well as the FOP, should be available to the journalists for interviews.

Packing and distribution of press kits with copies of any information

Press kits prepared with all relevant press information for dissemination on site

X X PR contractor network partner to prepare press kit folders for attending media. Content to be decided in liaison with FOP.

34



Contractor network

Implementation

material appropriate for the visit (provided by EU-OSHA/network partner)

All relevant documents (e.g. information on the company, the company’s OSH measures, EU-OSHA and the overall campaign/project, including key messages, possible press releases and speeches).

All documents may also be provided in electronic format, including CD/memory stick formats.

FOP to provide approval of press kit at least one week in advance of the visit.

Light catering — coffee break/refreshments

Organisation of light catering/refreshments

X PR contractor network partner to negotiate catering facilities with in-house service or external provider.


Transport (by minibus or van only)

Local transportation of journalists to the company

X PR contractor network partner to arrange local transport (by minibus or van only) to the visited company, in liaison with the company.

Contractor to inform the FOP about the final arrangements.

The destination should be no more than 300 kilometres away from the relevant capital city.

35



Contractor network

Implementation


X X PR contractor network partner must ensure continuous reporting to the FOP, as well as to contractor, about the status of preparation.

Contractor to forward reporting on a weekly basis to EU-OSHA with regards to all relevant information such as:

o company/event of excursion o subject of excursion o experts/speakers involved o invitation including distribution date o media (type, circulation) registered etc.

PR contractor network partners will provide weekly updates and all necessary documents to contractor, which will upload the information to the extranet.


Final report X X On conclusion of the press conference, the PR contractor network partner to draft a final report with all relevant information on the visit, including objectives, programme, speakers (names/institutions), media attendance and clippings if available.

After the approval of the FOP, the contractor network should provide the final report to the contractor, which will provide an overall report to EU-OSHA, including a financial breakdown.

36

37


Requested

timings

Specific

requirements Task


ECAP

journalists’

visit

Invitations

Programme

Date and location


List of participants Within 14 days of event

38

2.3.5 Journalists' and experts' roundtable

Journalists’ and experts’ roundtables are appropriate means to target the media by

providing correspondents with first-hand information and background details on a topic

while offering the opportunity to discuss topics of interest with experts (persons of

regional/national importance such as politicians, representatives of ‘best-practice’

companies, representatives of employer or employee associations, and so on).

Journalist roundtables take place in small informal groups, and allow four to six

journalists to examine a specific topic in depth with two or three experts. Holding such

an event for two to three hours allows journalists the time to gain a greater understanding of

a topic and to directly question experts to ensure that they have the information they require

to produce an article. Roundtables are recommended when a national FOP is promoting a

particular campaign/topic or when looking to discuss the findings from national or pan-

European OSH reports/surveys that have recently been published. However, the topic should

have a certain media potential in order to form an incentive for the media and to ensure

coverage.

The main objectives of journalists’ and experts’ roundtables are to raise awareness about

a specific topic and to offer journalists an insight into various perspectives from the

experts in attendance. Roundtables offer an incentive for reporting because of the first-hand

information and two-way dialogue that is available. Rather than just being provided with

press material or receiving statements at press conferences, journalists have the opportunity

to discuss issues in depth. Such an approach also helps to foster partnership building,

with the development of positive working relationships between all parties over the course

of several hours, which can lead to cooperation in the future.

The journalists and experts roundtables will be arranged by the PR contractor network

partner in cooperation with the national FOP throughout the process, including the definition

of the topic for discussion, identification and invitation of journalists and experts of relevance

(representatives from labour ministries, FOP spokespersons, etc.) and all practicalities

required. The PR contractor will create and distribute a press invitation in agreement with the

FOP, providing journalists with background information. The PR contractor and the FOP

must ensure that EU-OSHA is given sufficient visibility not only in terms of branding, but

also in terms of content and background information. Campaign/project messages and

39

activities of EU-OSHA should be addressed sufficiently and connected to important national

activities.

Attendance figures and the subsequent media coverage achieved can be evaluated in order

to analyse the success of this measure.

40

Journalists' and experts' roundtable


Contractor network

Implementation

Overall management including identification and invitation of journalists (mandatory)

Kick-off meeting for definition of topic and key messages, elaboration of concept

X X X Kick-off meeting between the FOP and the PR contractor network partner should determine the overall approach and concept of the roundtable (including its focus, topic and key messages).

Concept to be elaborated including a structure and agenda of the roundtable with list of possible spokespersons and experts.

Set provisional date and location: date of event should not clash with competing events or take place after EU-OSHA end-of-year deadlines.

Planning grid, to-do list template and other resources should be provided by PR contractor. FOP to provide the contractor network partner with OSH-related background information relevant to the main topic of the roundtable.

Identification and invitation of journalists



National and regional media should be approached to ensure broad and sufficient media coverage. FOP to advise if specific media are desired.

Contractor network partner is responsible for the layout, design and text of the invitation.

Invitations should include main information on subject of the round table, including attending spokespersons, agenda, address of venue, contact details, etc.

FOP to approve the draft invitations in a timely manner. Invitation template to be made available by PR contractor. Final

invitations should be uploaded to the EU-OSHA extranet by contractor.

41



Contractor network

Implementation

Invitation to respect EU-OSHA’s campaign/project design and include the national logo of EU-OSHA, any other relevant logo and the FOP’s institutional logo.

Invitations to be sent out via email by the contactor network partner.

Appropriate number of invitations to be distributed to guarantee maximum number of participants.

Invitation distribution — at least two to three weeks prior to the event.

Contractor network partner is responsible for phone follow-ups to ensure maximum attendance.

FOP to be regularly informed by contractor on progress. Follow-up via phone — to continue up until the event. PR contractor network partner could perform a pre-collection of

questions from the journalists; these can be provided to the FOP and experts in advance for preparation.

Management of practicalities, e.g. arrangement of venue and catering. Liaison with suppliers and partners as well as financial management

X X X PR contractor network partner to prepare the roundtable and liaise with service providers (always in close consultation with the FOP where needed or requested).

Contractor network partner to offer the FOP a proposal on venue and catering; FOP to give provide approval.

42



Contractor network

Implementation

Identification and briefing of approximately there experts, in cooperation with EU-OSHA/network member

Identification of approximately three experts

X X FOP to suggest possible experts including provision of information and contact details.

FOP and PR contractor network partner to agree in first meeting if experts are approached (throughout the preparation phase) by FOP or by the contractor. If contractor, FOP to communicate details of expert to contractor at least six weeks in advance.

Experts should possess a certain media potential and experience in order to ensure high attendance and coverage by journalists.

The databases and connections of the FOP are additional resources, to be supported by extra research by the PR contractor network partner.

Invitation of experts including set-up briefings

X X Together with the invitation, experts should be provided with a detailed briefing on the overall frame, aim and intention of the roundtable, including an outline of their specific role in the overall event and their relevance to the media.

Background information about EU-OSHA and the relevant campaign/project need to be provided, and EU-OSHA introduced as the main actor of the overall campaign/project.

Following the written briefing a joint conference call between expert, PR contractor network partner and FOP should be arranged for preparation and clarification of roles and responsibilities.

The briefing may also include the provision of media questions that the contractor network partner has collected from the registered journalists.

Contractor network partner is responsible for the overall invitation process.

Invitation of experts at least six weeks prior to event.

43



Contractor network

Implementation

On-site support by one PR consultant (e.g. interview assistance, handling of on-demand interview requests)


X On-site attendance of one PR contractor partner is obligatory. Early decision-making on agenda and distribution of roles for all

parties, including any necessary briefings. Contractor network partner is the main contact person for all

practicalities, speakers and journalists. For comprehensive reporting, attendance and registration list needs to be maintained (set-up of registration area).

On-demand interview requests

X X PR contractor network partner to coordinate media and speakers to ensure interviews are available.

Experts, as well as the FOP, should be available to the journalists for interviews.


X X PR contractor network partner must ensure continuous reporting to the FOP, as well as to contractor, about the status of preparation.

Contractor to forward reporting on a fortnightly basis to EU-OSHA with regards to all relevant information such as:

o subject of roundtable o experts to attend o media to attend etc.

Contractor network partners will provide weekly updates and all necessary documents to contractor, which will upload the information to the EU-OSHA extranet.

Reporting should also include detailed service reporting shortly before the event and after the implementation. Templates will be provided by the contractor. Contractor must upload all the necessary documents to the EU-OSHA extranet.

44



Contractor network

Implementation

Final report X X On conclusion of the roundtable, the PR contractor network partner to draft a comprehensive final report with all relevant information on the conference, including objectives, experts (names/institutions), media attendance and clippings if available.

After the approval of the FOP, the contractor network should provide the final report to the contractor, which will provide an overall report to EU-OSHA, including a financial breakdown.

Venue rental (half day) Organisation of venue X If FOP has a venue in mind, PR contractor network partner will check if the venue is suitable in the overall frame of services (e.g. quality standards and credits available for rental). If above quality standards, FOP should rent the venue and not order this service via ECAP.

If venue is ordered, contractor network partner will provide FOP with a recommendation and a choice of two or three venues.

If the roundtable is in the city where the network partner’s office is located, the network partner will undertake the pre-visit, otherwise the FOP or a person of confidence from the FOP’s specific institution should attend.

Coffee break/refreshments

Organisation of coffee break/refreshments

X PR contractor network partner to negotiate catering facilities with in-house service or external provider.


Insurance Arrangement of insurance X The insurance will be arranged via a framework contract with an insurance company through PR contractor.

45

46


Requested

timings

Specific

requirements Task


ECAP

Journalists

and experts

roundtable

Invitations

Programme

Date and location


List of participants Within 14 days of event

47

2.3.6 Drafting and cost-free placement of professional articles

A professional article is a journalistic piece covering a specific topic and is tailored

towards special interest press (sector press), but can also be used by broader national

media outlets where appropriate. Placing the professional article in magazines that usually

do not cover OSH topics, for example in general magazines rather than in sectoral

magazines, broadens the audience and target group. The key to a professional article in

such circumstances is close focus. With in-depth, but clear and concise, presentation, the

interest level within an expert community can be increased. However, professional articles

can also be disseminated to a broader audience as long as the piece, while remaining

informative on a particular topic, is written in a style conducive to easy understanding among

non-OSH experts and highlights the relevance of the issue for the general public. For the

professional articles cost-free placement needs to be achieved. This includes the

negotiation process with selected OSH magazines, specialised media or general press at

pan-European and national level.

The main objectives of the placement of professional articles are:

to raise awareness of a specific topic and/or a specific angle;

to lead professional discussions, providing expert leadership and setting the

strategic agenda on a specific topic; and

to strengthen EU-OSHA’s expertise profile.

The PR contractor’s task will be to develop the concept for the article (which includes the

topics and key messages) in collaboration with the national FOPs. The PR contractor

network partner should identify suitable publications and negotiate the cost-free placement of

articles. The articles should deal with specific topics related to a campaign/project or current

OSH issue. A single OSH topic should be discussed extensively and in depth. The

elaboration of a professional article can be undertaken by the contractor network partner, by

the national FOP, or by a selected editor, before distribution to the agreed publications. In the

case of professional articles intended for the wider media (e.g. national publications), the

endorsement of a well-known personality is recommended, as this will increase interest from

media outlets. The article should also include information and statistics relevant to the

everyday safety and health experiences of Europe’s citizens.

48

The evaluation of a professional article will be achieved via an analysis of the media that

have placed the article, as well as monitoring its agenda-setting success.

49

Professional article — drafting and cost-free placement


Contractor network

Implementation

Overall management including development of concept for the professional article, topics and key messages, in cooperation with EU-OSHA/network member

Kick-off meeting for definition of topic and key messages, elaboration of concept

X X X Kick-off meeting between the FOP and the PR contractor network partner should determine the overall approach and concept of the professional article (including its focus, topic and key messages).

Concept of article to be elaborated in agreement between FOP and contractor network partner.

Resources should be provided by contractor.

Drafting one professional article in relevant national language (approximately 7 500-10 000 characters) and checking with EU-OSHA/network member

Drafting of article X X PR contractor network partner to elaborate professional article text, including references to EU-OSHA and its activities.

Recent OSH developments that concern the broad working population of the EU are always of interest to the media.

FOP’s task is to provide the contractor network partner with OSH-related background information for the main topic of the professional article.

The professional article should draw a connection between national developments and EU-OSHA’s role, responsibility and activities.

The professional article should include hard facts or statements from relevant representatives to make it as relevant as possible for the media.

FOP to provide timely approval of final text at least one week in advance of distribution to selected media.

50



Contractor network

Implementation

Identification of leading publications and negotiation for cost-free placement

Research of publication for placement

X PR contractor network partner is responsible for placing the article in the media. To be formally arranged at least three months prior to expected placement schedule.

The placement of the article must be cost free. Where possible, the article should be placed as the cover feature of the magazine in order to achieve prominent coverage.

Existing media cooperation by the PR contractor network partner should be utilised where possible.

To achieve a broad coverage it is recommended to target national media to increase the audience, rather than more specialised OSH magazines.


X X The PR contractor network partner must ensure continuous reporting to the FOP, as well as to the contractor, on the status of preparation.

The contractor to forward reporting on a fortnightly basis to EU-OSHA with regards to all relevant information such as:

o article content summary o success of placement etc.

Contractor network partners will provide weekly updates and all necessary documents to the contractor, which will upload the information to the EU-OSHA extranet.

Final press release should be uploaded to the EU-OSHA extranet. Reporting should also include detailed service reporting shortly

before the event and after the implementation. Templates will be provided by the contractor.

The contractor must upload all necessary documents to the EU-OSHA extranet.

Final professional article should be uploaded to the EU-OSHA extranet by the contractor.

51



Contractor network

Implementation

Final report X X Following publication, the PR contractor network partner to draft a comprehensive final report with all relevant information on the professional article, including a scan/copy of the final article placed in the magazine, a comprehensive summary of the content in English, information on the media such as circulation, type and reach..

After the approval of the FOP, the PR contractor network should provide the final report to the contractor, which will provide overall reporting to EU-OSHA, including a financial breakdown. Clippings outcomes will be provided to EU-OSHA by the contractor in the appropriate twice-monthly overall media monitoring report.

52

53


Requested

timings

Specific

requirements Task


ECAP activity:

professional

article Professional article Within 2 days of publication

Date and publication 4 weeks in advance of event

54

2.3.7 Organisation of radio phone-ins

Radio phone-ins involve an OSH expert (whether from the FOP or another relevant national

institution) being interviewed on a one-to-one basis by a journalist, to provoke debate on

a certain topic. The bidirectional setting of this measure would initiate instant debate, with

the radio station receiving telephone calls, emails or texts from members of the public and

having their questions raised with the interviewee.

Apart from reflecting the defined topic and the FOP’s work, radio phone-ins act as an

announcement or ‘teaser’ for other activities that are offered in the country, as well as

promoting the national OSH Information Point. The key objectives of radio phone-ins are

to raise awareness about a specific issue or campaign/project, to offer the public the

chance to question national OSH experts and to stimulate debate on the subject among

the listeners. Radio phone-ins have the potential for the direct fostering of partnerships

and understanding of OSH topics between FOPs, journalists and citizens across the EU.

The PR contractor network partner will cooperate closely with the relevant FOP throughout,

to develop the concept and definition of the topic for the radio phone-in, as well as the

identification of and negotiation with a suitable radio outlet. These might include public

broadcasters, specialist business programmes and generalist ‘talk and news’ stations, which

are very common within the European radio landscape. The PR contractor network partner

would manage the invitation process with the attending expert and brief them prior to the

phone-in. The expert involved could be a representative from the FOP or a relevant national

government ministry.

The evaluation of a radio phone-in can be achieved by assessing the total number of

listeners, as well as analysis of the questions raised, which indicates the level of public

interest in the topic.

55

Radio phone-in

Tasks Included services EU-OSHA FOP PR contrac

tor

Contractor network

Implementation

Overall management including development of concept for a radio phone-in

Kick-off meeting for definition of topic and elaboration of concept

X X Kick-off meeting between the FOP and the PR contractor network partner should determine the overall approach and concept of the radio call-in (including its focus, topic, potential spokesperson and key messages).

Concept of radio-call in to be elaborated in agreement between FOP and contractor network partner.

Resources from the EU-OSHA extranet should be utilised.

Overall management X PR contractor network partner is responsible for the overall organisation of the radio phone-in, including management with radio station, spokesperson, etc.

Identifying expert in cooperation with EU-OSHA/network partner, briefing of experts

Expert in the field of the agreed concept to be identified

X X FOP to suggest possible spokesperson including provision of information and contact details.

FOP and PR contractor network partner to agree in first meeting if spokesperson is approached (throughout the preparation phase) by FOP or by contractor. If contractor, FOP to communicate details of interview partner to contractor six weeks in advance.

Spokesperson should possess a certain media potential to optimise coverage.

The databases and connections of the FOP are additional resources, to be supported by extra research by the contractor network partner.

Expert to be approached to participate

X X PR contractor network partner to approach expert at least four weeks in advance of proposed date for phone-in.

FOP to provide contact details of expert if required.

Briefing X X PR contractor network partner and FOP to brief expert/spokesperson at least one week in advance of radio call-in in a joint conference call.

Background information on the topic, EU-OSHA and the campaign/project need to be provided to the expert.

56

Radio phone-in


tor

Contractor network

Implementation

Identification and cost-free negotiation with radio station for placement

Research of appropriate radio stations and negotiation of cost-free placement

X X PR contractor network partner is responsible for the arrangement of a radio call-in. To be formally arranged at least three months prior to expected radio call-in. The radio phone-in must be cost free.

Existing media cooperation by contractor network partner should be utilised where possible.

To achieve a broad coverage it is recommended to target national radio stations.

Contractor network partner is responsible for identifying a radio station that integrates a radio phone-in on OSH in their programme.

Once agreed on call-in (including date), FOP to provide timely approval of selected media.

If possible, the radio phone-in should be placed at a prominent place in the schedule, when the number of listeners will be high.



The contractor to forward reporting on a fortnightly basis to EU-OSHA with regards to all relevant information such as:

o radio outlet selected o topic of discussion etc.

PR contractor network partners will provide weekly updates and all necessary documents to the contractor, which will upload the information to the extranet.

Final press release should be uploaded to the EU-OSHA extranet. Reporting should also include detailed service reporting shortly before

the event and after the implementation. Templates will be provided by the contractor. The contractor must upload all the necessary documents to the EU-OSHA extranet.

57

Radio phone-in


tor

Contractor network

Implementation

Final report X X Following the radio call-in, the PR contractor network partner to draft a comprehensive final report with all relevant information on the phone-in, such as date, name of expert, radio station, type of media, listenership, type of radio show, number of phones-ins, outline of questions asked and answers given, etc.

After the approval of the FOP, the PR contractor network should provide the final report to the contractor, which will provide an overall reporting to EU-OSHA, including a financial breakdown. Clippings should be provided by contractor network partner if available.

58

59


Requested

timings

Specific

requirements Task


ECAP

radio

phone‐in

Invitations

Programme

Broadcast report Within 4 days of radio phone in

Date and location


60

2.3.8 Training in media relations techniques

Since the national FOPs are not necessarily communication experts, but would like to

further enhance their media skills to communicate more effectively with the general public

and the media, a special training directed at focal points and their networks is being offered.

The national PR contractor partner will train the selected staff (spokespeople) in interview

techniques on specific subjects related to the EU-OSHA’s areas of competence. The training

is aimed primarily at people working in the OSH field but with a limited knowledge of

communications and media relations.

The main objectives of the media training will be:

understanding the local media system:

o who the key media are

o how they work

o what are they interested in

o learn the media jargon;

how to get the message across clearly;

different interview formats:

o for example: written/TV/radio interviews; live or recorded — what’s the

difference?

o body language and how to dress

o types of questions and how they work

o the golden rules of interviewing.

The media training will be delivered by PR contractor partners (two professionals, one senior

and one junior), who will be responsible for preparing the programme and implementing the

training sessions.

The training will be structured in two sessions.

A general session about the media system in which a maximum of eight people can

take part. It is meant to be a traditional ‘lesson’, with minimal interaction, and it will

also be open to those who are not in direct contact with the media but are part of the

team of spokespersons.

61

A practical one, for up to three people. This will include practical exercises,

simulating authentic scenarios and interacting with the interviewer in one-to-

one situations. Video recordings of the simulated scenarios will be taken to allow

participants to analyse their performances.

The programme will be specifically tailored to the needs of focal point staff for communication

with the media. To ensure that the training is effective and comprehensive, and that it and

meets the specific needs of the participants, the PR contractor partner will undertake a pre-

training assessment of the participants to establish (via questionnaire) their knowledge and

specific needs.

The success of the media training will be visible in the mid/long term. Thanks to this

professional training involving media specialists, the FOPs will have the potential to develop

their communication skills and understand the importance of effective communication.

62

Training in media relations techniques


Contractor network

Implementation

Overall management including development of concept for media training

Briefing X PR contractor to provide a detailed briefing for the contractor network partner, stating the aims of the media training, the content to be developed and further background information (main OSH topics, facts and figures available to prepare the training, possible scenarios for the FOPs/national network partner to deal with, etc.).

Kick-off meeting for definition of topic and elaboration of concept

X X Kick-off meeting between the FOP and the PR contractor network partner should determine the overall approach and concept of the training (including its focus/topic, spokesperson, key messages and participants).

Concept of the media training to be elaborated in agreement between FOP and contractor network partner.

Set a date and location: date of training should not take place after EU-OSHA end-of-year deadlines.

FOP to select the participants for the training. If the training is in the city where the network partner`s office is

located, the network partner will undertake a pre-visit of the venue, otherwise the representative from the FOP should attend.

Overall management X PR contractor network partner is responsible for the overall organisation and delivering of the media training, including management of participants, etc.

Venue X The FOP will provide a venue with technical equipment (projector and laptop).

Technical equipment X PR contractor network partner to identify and engage a professional camera operator (including video camera).

Camera operator — to be approached at least three weeks in advance.

Contractor network partner to brief cameraman, including objectives of training and requested videos, at least one week in advance of event.

63



Contractor network

Implementation

The cameraman will have to provide the recorded audio-visual files within one week of the training.

Contractor network partner to send these files to the participants.

Pre-training questionnaire

X X PR contractor network partner has to prepare a pre-training questionnaire that has to be distributed among the participants in order to know their expectations of the training. The results of the questionnaire will be evaluated by the PR contractor network partners in order to design the training.

Handout X X PR contractor network partner to elaborate a media briefing in the relevant national language and adapted to the needs of the FOP. Specific information about the media system of the relevant country to be provided, as well as a description of the different working procedures.

Preparation and management, handling of all service providers

X PR contractor network partner to prepare the media training and liaise with service providers (always in close consultation with the FOP where needed or requested).

The media training will last 1 day and will be divided into two parts. The first part of the training will be a general session with a maximum of eight participants and will serve as a presentation about the media system of the relevant country.

The second half of the day will be a practical session, where a maximum of two or three people will be able to actively participate. During this session the participants will be recorded while simulating an interview in person/by phone, etc.

On-site management and supervision of all service providers and of the smooth running of the training

X On-site attendance by two PR contractor partners is obligatory: one media trainer and one junior consultant to assist.

Early decision-making on agenda and distribution of roles for all parties, including any necessary briefings.

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Contractor network

Implementation



The contractor to forward reporting on a weekly basis to EU-OSHA with regards to all relevant information, such as:

o date and location o pre-training questionnaire o number/names of participants o handouts (media).

Contractor network partners will provide weekly updates and all necessary documents to contractor, which will upload the information to the EU-OSHA extranet.

Final press release should be uploaded to the EU-OSHA extranet. Reporting should also include detailed service reporting shortly

before the event and after the implementation. Templates will be provided by the contractor. The contractor must upload all the necessary documents onto the EU-OSHA extranet.

Final report X X Following the media training, the PR contractor network partner to draft a comprehensive final report with all relevant information on the training sessions: who attended, what additional topics were discussed/presented (if not included in the initial programme), evaluation of the results and recommendations/tips for the participants in future media relations training.

After the approval of the FOP, the contractor network partner should provide the final report to the contractor, which will provide an overall report to EU-OSHA, including a financial breakdown.

Documents

Vademecum of EU-OSHA Media and PR Services · 2.3.8 Training in media relations techniques ... The contractor network partner should report on the kick-off ... in A3 laminate