Public Relations Committee Overview
The PR Committee will create mass media exposure for the ICF-RAC to deliver on the ICF
brand strategy with a distinct challenge: to get the press to write about the May 20-26
International Coaching Week and our on-going Community Coaching Outreach Initiative (CCO).
Goals: As a result of the mass media exposure, ICF-RAC will deliver on the brand promise to
ensure a consistent outcome to increase awareness and build relationships within our local
community.
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ICF Brand Strategy: We achieve our vision by developing an attractive, credible presence and voice for
professional coaching and by developing global alliances.
Brand Statement: The leading global community for advancing the coaching profession.
Tag Line: Advancing the art, science, and practice of professional coaching
Strategies: Add a creative and newsworthy element to everything ICF-RAC does, which adds
an enticing reason for journalists/writers to cover it, beyond the value of the activity.
Key Target Media: News, lifestyle and business print and social media, NC Center for NonProfit print and social media, ICF print and social media, radio talk shows, television and radio
news.
Next Steps: We are in the planning stages and will work quickly, strategically and
enthusiastically to launch our efforts. To do this with excellence, will require a team of
passionate, creative, marketing and PR oriented coaches to join in this planning stage with us.
Overseeing
Initiating
Planning
Executing
Evaluating
& Adjusting
Monitoring
Committee Needs: A few creative, communicative and committed coaches to join the PR
committee for our ICF-RAC efforts.
Committee members will plan and execute an effective PR strategy and process that will enable
us to deliver on the ICF brand strategy and build meaningful and impactful relationships.
Committee members will support the overseeing of the on-going activities required of social
media (LinkedIn, Twitter, Facebook, and ICF) and on-going print media (such as writing monthly
articles for the Uncommon Ground newsletter)
ICF-RAC PR Committee Overview
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Michele Reeves, Chair
Public Relations Committee Overview
Committee members will support and build relationships with the other committees within ICFRAC to ensure we are aware of newsworthy activities, tap into talent (e.g., as guest writers and
interviews), and look for opportunities to promote and champion our efforts (e.g., ask for
testimonials and case studies).
Committee members will build relationships in the local community with media outlets and
experts, with local coaching communities/schools and other groups of interest to ICF-RAC.
Committee members will help to create and build marketing and PR collateral, materials and
any other relevant and creative materials to use for enhanced exposure of ICF-RAC.
Committee members will participate in the evaluation process to determine the impact of our PR
strategy. We will consistently evaluate the effectiveness of our efforts, share that information
with the board and make adjustments to our efforts based on our learning.
Committee members will provide energy, skills, and insights to
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Add a creative and newsworthy element to ICF-RAC activities (write and share the story)
Establish relationships in the community to communicate our story
Develop a plan of action for the PR strategy
Manage the process from idea creation to implementation to evaluation
Support and lead kick-off events and information sessions
Conduct on-going and follow-up activities with media events
Serve as spokesperson
Work in conjunction with the PR Board member
Develop and refine materials and roles as appropriate for the success of the initiative
Accompany Board member on calls/meetings
Represent ICF-RAC in the media, as needed, with sole focus on ICF-RAC
Characteristics of the Successful PR Committee member:
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Leadership ability and knowledge about the ICF and coaching profession
Excellent written and oral communication and interpersonal skills
Passion for sharing the ICF story and delivering on the brand promise
Demonstrated ability to work as a team member
Takes responsibility, honors the process and follows through on commitments
Ability to build sustainable relationships with others outside of ICF-RAC
Represents the organization positively, accurately and with integrity
Enjoys promoting others’ views, talents and accomplishments
Adherence to ICF ethical standards
Ability to understand the impact of issues on the profession as a whole
Working understanding of project management and risks
Ability to commit the time required by the role (3 - 5 hours per month)
Ability to commit to 1 year term on the committee
ICF-RAC PR Committee Overview
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Michele Reeves, Chair
Public Relations Committee Overview
Sign Me Up!
I’m ready to work with the ICF-RAC PR Committee to develop an attractive, credible presence
and voice for professional coaching and develop global alliances.
Name
ICF-RAC PR Committee Overview
Email
Best Phone to
reach you
Page 3 of 3
What excites you
the most about this
committee?
Michele Reeves, Chair