Jonathan Moore: Local media presentation (NCVO Campaigns Conference 2011)

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Presentation by Jonathan Moore, Chief Executive of Suffolk Association of Voluntary Organisations, on local media and campaigning at the NCVO Campaigns Conference …

Presentation by Jonathan Moore, Chief Executive of Suffolk Association of Voluntary Organisations, on local media and campaigning at the NCVO Campaigns Conference 2011.

http://www.ncvo-vol.org.uk/campaignsconference

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  • Media Master Class: Local Integrated media strategy for your campaign Framing the issue to get most impact and coverage

Transcript

  • 1. The local dimension … Jonathan Moore, Chief Executive Suffolk Association of Voluntary Organisations
  • 2. The Local Media: Social Media - everything TV – Regional, Local, Community Radio – local, independent, BBC, Community, web-based Print – regional, local, evening, morning, freebies, village/parish, in-house stuff Word-of-Mouth – face-to-face activist, electroni9c, email pyramids etc
  • 3. Local Media - Satan: Parochial; football fixated; driven by advertisers; jaded by tree plantings/ cheque presentations everything; bombarded by rubbish – so treats it all as such; staffed by inexperienced or old lags; cosy; frustrating
  • 4. Local Media – or Saint? Fertile Ground (almost virgin snow) for innovation; desperate for good material esp local; read cover t0 cover, word for word; very loyal readership; locally more read/listened to than any national; untapped opportunities (eg Editor’s Page!)
  • 5. Therefore: Local Media + Good determined campaign = Great opportunity for VCS
  • 6. Local Media – the offbeat: Agricultural Show, House to House, Fetes, local campaign pyramids,
  • 7. A Local Media Campaign: National Perspective – Empower the local Support and guide don’t prescribe Localise the message (or be localisable) Work the networks Trust Celebrate Reward
  • 8. A Local Media Campaign: Local Perspective – Take ownership Demand Support Pump your ideas up, down and left and right Localise the message Work the networks Trust Celebrate Reward