Unit 13:  Fund-Raising, Public Relations, and What Can Be Done Domestically
 

Unit 1:  Who are lobbyists & what motivates them?
Unit 2:  Turkey's image abroad.
Unit 3:  History of Turkish communities worldwide & reasons for a weak Turkish lobby.
Unit 4:  National & ethnic interests: Anti-Turkey lobbies, misrepresentation of facts & defamation.
Unit 5:  The Turkish lobby dilemma in the United States as a case study.
Unit 6:  Problems encountered by Turkish lobbies in the EU, Germany, France & worldwide.
Unit 7:  Current Turkish lobby issues & the role of public diplomacy.
Unit 8   What can be learned from powerful lobbies such as the Jewish/Pro-Israel lobby?
Unit 9   New approaches to educating & informing Turkish lobbying groups.
Unit 10  Media relations, advertising & professional communications skills.
Unit 11  Initiatives for individuals & public speaking.
Unit 12  Initiatives for communities, campaigns, & NGO'S.
Unit 13: Fund-raising, public relations, & what can be done domestically.
Unit 14: Turkish lobbies undergo a period of transition: The need to strengthen old & new leadership.
Unit 15: Long-term strategies & lobbying in the post-September 11 era.

I. OUTLINE FOR UNIT 13: Fund raising, public relations, and what can be done domestically.

    1. The need for public relations.

        a. Emergence of PR firms in Turkey.
        b. The use of PR firms by corporations.
        c. The use of PR firms by the Turkish government.

    2. The power of public relations.

        a. How PR firms can shape the news.
        b. How PR firms can effect public opinion and public policy.

    3. Fund-raising and public relations.

II. EXERCISE, ACTIVITIES & PROJECTS

Create a workshop with an agenda and speakers on different topics. Think of unique campaigns needed in Turkey.

(speakers on fund-raising, public relations and Turkish non-governmental organizations to be named).

III. QUESTIONS

What makes you admire a country and its people?
Find travel and hotel web sites about Turkey on the Internet. What are their strengths and weaknesses?
How do you determine what products to buy, what services to use, and what sources you can trust?
How can more people be involved in PR campaigns that promote Turkey?

IV. BACKGROUND MATERIAL

Individuals in Turkey can create organizations and programs for public relations efforts that can have an impact abroad. Furthermore, non-governmental organizations and corporations based in Turkey can provide ideas and offer resources to NGO's abroad. With some initial support from the private-sector (since it takes money to raise money), these organizations can do their own fund-raising.

Public relations (PR) is a general term describing the wide variety of techniques used by corporations, government agencies, institutions, charitable organizations, political and trade groups, in order to present themselves in a favorable light to the general public and to specific audiences. Target audiences can also be the business community, potential customers, the travel industry, conference and exhibition organizers, legislators, etc. Before launching public relations campaigns in order to create a hospitable environment, these firms usually undertake research into public opinion. Public relations specialists frequently are involved in assisting the formulation of policies and practices that must be communicated to the public.

Public Relations: The practice of creating, promoting, or maintaining goodwill and a favorable image among the public towards an institution, country, product, etc. The basic components of public relations are: counseling management; researching attitudes and behaviors; media relations; publicity; employee relations; community relations; public affairs; government affairs; issues management; financial relations; industry relations; fund-raising; multicultural relations; special events; and marketing communications. Other terms used for PR: corporate communications, public affairs, communication, corporate relations, corporate public affairs, corporate marketing and communications, public information, community relations, or media relations.

The common objectives of these firms is to seek favorable publicity for the products, services, or personnel of client organizations. The media is used, particularly newspapers, magazines, television, and radio, as well as trade and business publications. Public relations firms are often associated with advertising agencies. Although advertising and PR are two different disciplines, many advertising agencies promote themselves as "marketing communications" firms who provide both public relations and advertising services (note: while advertising agencies pay the media to present their message,  PR firms do not pay for coverage in the media and PR firms rely on a greater number of communication tools). Other differences between PR activities and advertising: advertising is addressed to external audiences (primarily consumers of goods and services), whereas PR directs its message to specialized external audiences (environmental groups, community leaders, stockbrokers, etc.) and employees. Advertising is more narrowly focused on selling goods and services, whereas PR aims to create an environment in which the organization can thrive. Although marketing and PR may overlap, PR is distinct from marketing in many ways. In most cases, PR is concerned with generating good will and building relationships for an organization, in contrast to marketing which is concerned with customers and selling products and services.

Lobbies use public relations campaigns in order to inform the public about their objectives and to create favorable public opinion (or at least neutral climate of opinion). The extent and methods of publicity depend on the financial resources of the lobby.

One difference between advertising and public relations activities is that PR specialists place messages within the editorial context that are integrated in a unique way so as to inform rather than psychologically coerce. The company placing the public relations material makes no payment. Nor does the company control the way in which the material will be used, or whether it will be used at all. PR therefore functions as a source of information. In this way, the integrity and independence of the media are not compromised. As noted in Unit 10, public relations activities have a wide-range of targets and need to analyze problems and opportunities, whereas advertising targets are usually more limited.

Turkish lobbies around the world are in need of PR experts who can generate publicity, and send positive messages about business opportunities, trade, and tourism. Daily press releases are sent throughout the world by PR people. Many large corporations operate their own PR departments. Many anti-Turkish lobbies also use public relations firms in order to shape public opinion against Turkey. These groups are able to supply negative information on major political and social issues which finds its way into the media. The material is extremely professional and expertly written. Leaders of these groups are also able to appear without charge on many television and radio shows. In less populated areas, with smaller media (such as local radio stations and weekly newspapers) making a presentation by these anti-Turkish lobbies (without paying) is even easier. In the U.S., some critics of lobbying maintain that public relations firms should also be held more accountable and included in the lobbying registrations.

In addition to press releases, PR firms frequently send ready-for-use videotapes, films, slides, photographs, CD-ROMs, and DVDs to broadcasting stations. Publishing and broadcasting media, with small budgets, appreciate the freely offered contribution of such professionally organized information. Due to recent technological developments, the rapid exchange of data, images, and information has enhanced human communication. Those who are best able to use these technologies, are best able to rapidly provide the information they select to societies around the world. Thus, succeeding in effectively influencing their audiences.

Civil society organizations in Turkey can work to lobby Europeans, Americans, and others, if they devise professional methods. For example there are very few NGO's from Turkey that are registered at the United Nations, where 191 countries are represented. Registered NGO's would be able to lobby on various issues of concern to Turkey.

In addition, domestic PR programs can encourage Turkish communities abroad to support and contribute to NGO's aborad. This includes participating in the political process and in elections in various countries. By becoming more actively involved, and by participating in civil society abroad, Turkish communities can better serve as bilateral bridges, and as a bridge to groups back in Turkey. Business groups who contribute to economic and social well-being can take a central role in PR campaigns and lobbying. Students and other who have returned to Turkey after living abroad can also make valuable contributions. Lobbyists use different types of persuaders, such as Hollywood stars, famous artists, actors, musicians, entertainers, sportsmen, fashion designers, and even scholars. Many influential people have traveled to Turkey, and it is just a matter of capturing their good will and attention. NGO's can also contact travelers, and friends of Turkey, and seek their participation. Just imagine an advertisement of only a few seconds, flashing the faces of a few celebrities who say, "I enjoyed being here in Turkey." These images which would tremendously help improve Turkey's image could even be produced by the press corps which covers VIP arrivals in Turkey.

Example: Create a workshop with an agenda and speakers
(information below is from EUCONFERENCES.COM)