This document provides guidance on establishing communication partnerships through public relations (PR) activities. It recommends researching potential partner organizations and events to identify opportunities that are mutually beneficial. When contacting partners, one should introduce themselves, briefly explain the purpose of the proposed partnership, and clearly outline the benefits for the partner. Networking through existing contacts and attending events can also help develop partnerships. Maintaining delivered promises and finding win-win partnerships through open communication are emphasized.

1. Ηοw to make new communication
partnertnerships

2. Introduction
• In order to increase our brand image &
reputation, we need to work on our external
image, by implementing PR activities.
• PR is not about selling anything rather than
managing the opinion externals have about
our organization.
• Note: since PR & Media are very attached, we
will reffer to them as only PR

3. PR activities
• Perception Management (how does society sees
us? what is the first thing that comes to mind
when seeing "AIESEC"?)
• Event Management (organizing, participating &
promoting events)
• External Relations (networking, be in touch with
key persons / organizations)
• Media Publications
• Build External Image (what externals see?)

4. Preparation
Market Research
What to look for?
• Events => benefits for AIESEC + reach (local
or MC level?)
• Organizations => Values, Action,
Reputation (how people see them), target
audience (would you cooperate with a
KAPI??)

5. Preparation
Market Research
• Media => Reach, Audience (age, interest
etc.), Credibility, objective (non political)
• Key Persons => Dean of your University,
Opinion Leader etc.

6. How to approach potential
partners
• Cold Calling (sending e-mail with proposal /
calling for a visit)
• Networking ( make use of your connections -
contacts from LCP, old LCVPs, allumni,
members, classmates etc.)
• Participation in events

7. Cold Calling
Prepare a proposal where:
1. You introduce yourself and what you want and make
a quick small intro of AIESEC (1 paragraph of 2-3 lines
for you + 1 one small for AIESEC). Make sure to
briefly explain the "WHY" of the project. Flater them
and show that you know their work.
2. Reffer very clearly what are the benefits for him to
help you (tangible eg thank you posts on face book,
mention in newsletter etc.)
3. Make clear what you need exactly (eg 2 posts / week
on facebook, Press Release published etc)

8. Cold Calling
Extras
• Be very specific and ask what you want
• Make sure to give something back - try to think as
the partner (what would be interesting for him from
what you have?)
• Leave space between paragraphs - avoid big
paragraphs + use bullets
• Use a proffesional font (eg Tahoma 12)
• If they don't answer, you can send a reminder / call
after 4 days - 1 week. But only one!

9. Networking
• Get informed - constantly. Make sure you know who
knows who and ask for help when you need it. Your
LCP is a big sorce of info & contacts!
• Check often your homepage on social media - it's a
big source of information (formal & informal)
• Attend speaches at events, note down questions and
then approach the speaker afterwards to ask him /
her. Afterwards, give him your card - altough he'll
probably ask for it ;)

10. Participation in events
This can be done as:
• Speaker => this is our #1 goal. It's the best
deal we can make. Make them very
interesting - use a lot of images and always
less than 20 minutes. Use numbers to impress.
• Delegate => mentioned before
• Info desk => Try to have at least 3-4 people
there. The more people are there, the more
people will stop.

11. Usual things to give in comm.
partnerships
• Posts on facebook (no more than one per
week)
• Mention in Newsletter
• Logo on materials
• Posters in office
• E-mail shots to members (very special
ocasions - don't spam your members)
• Speech in LC Conference / meeting

12. What you can ask for
• Posts on social media
• Logo on materials (online + printed)
• Mention in newsletters
• Banner on site
• Media Publications (Press Releases, Columns
etc.)
• Speech, workshop, info desk
• Your banner at the event (indirect brand
promo)

13. Extras
• Before approaching a new partner, express yor
intention on the functional - maybe someone else
has already done it or plans to do it
• Mention numbers (likes on facebook, receivers of
newsletter etc.)
• Try to make win to win deals
• Listen to the partner, give solutions to their
problems
• Be very polite and flexible
• ALWAYS deliver what you promise!

14. Christina Pinzari
PR & Media Manager 2013 - 2014
christine.pinzari@aiesec.net