Communications and Outreach         Workshop North American Safe Boating         Campaign          August 21, 2012        ...
Messaging & media          ©2012 Paul Werth Associates | Tiger Team Meeting   2
Messaging & mediaGOAL: Increase awareness of boatingsafety        issues and increase the useof life jackets. (Strategic P...
Messaging & mediaCampaign :30-second elevator speech:No matter what activity you have planned - boating, fishing,   sailin...
Messaging & mediaDelivering effective campaign messages:Objective 2: Boating Safety Outreach(Grassroots efforts, tradition...
Messaging & mediaTips for sharing the campaign message:•   Answer the most basic questions•   Keep it short•   Top three m...
Messaging & mediaCampaign talking points:•   North American Safe Boating Campaign•   National Safe Boating Week•   Ready, ...
Messaging & mediaMedia interviewee’s ‘Bill of Rights’:You have the right to:•   Decline an interview.•   Decline to answer...
Messaging & mediaMedia interviewee’s ‘Bill of Rights’:You do NOT have the right to:•   See a list of specific questions in...
Messaging & media‘Be’ attitudes for media interviews:•   Be cooperative.•   Be accessible.•   Be direct.•   Be a resource....
Messaging & mediaTips for successful media interviews:•   Know the important points you want to make, and stick to it.•   ...
Messaging & mediaAnswering questions from the media:•   Keep responses under 10 seconds if possible•   If asked multiple q...
Messaging & media  Flagging ideas for emphasis (notnagging):  •                            ©2012 Paul Werth Associates | T...
Messaging & mediaNeutralize difficult questions by bridging:•   “That’s an interesting question, but what you really need ...
Messaging & mediaPractice talking points (10 minutes)Mock media interviews (10 minutes)                           ©2012 Pa...
State outreach efforts             ©2012 Paul Werth Associates | Tiger Team Meeting   16
State outreach effortsState communications efforts:•   Grassroots efforts (training volunteers, hosting events)•   Partici...
Social media        ©2012 Paul Werth Associates | Tiger Team Meeting   18
Social mediaSocial media success highlights:                        @BoatingCampaign                         facebook.com/...
Social media: Evolution of  communicationHow did communication begin?                       ©2012 Paul Werth Associates | ...
Social media: Evolution of   communicationWe like pictures.                        ©2012 Paul Werth Associates | Tiger Tea...
Social media: Evolution of  communicationHow did communications evolve?                       ©2012 Paul Werth Associates ...
Social media: Evolution of   communicationWe like hearing things.                          ©2012 Paul Werth Associates | T...
Social media: Evolution of   communicationThen we got visual.                        ©2012 Paul Werth Associates | Tiger T...
Social media: Evolution of     communication  Then we found a way to watch ondemand.                          ©2012 Paul W...
Social media: Evolution of  communicationThe internet changed communication.                        ©2012 Paul Werth Assoc...
Social media: Evolution of    communicationIt’s still evolving.                         ©2012 Paul Werth Associates | Tige...
Social media: Evolution of   communicationPlain copy was boring.                         ©2012 Paul Werth Associates | Tig...
Social media: Evolution of  communicationSteve Jobs changed the game.                        ©2012 Paul Werth Associates |...
Social media: Evolution of   communicationInternet killed the video star.                              ©2012 Paul Werth As...
Social media: Evolution of    communicationThink of the social media explosion:• MySpace was about copy.• Facebook promote...
Social media: TrendsDo we see a trend?• Copy first• Images second• Audio third• Video fourth• Legitimate interaction alway...
Social media: What’s a good story?A good social story:• Emotion• Hits home• Beginning and end• Sparks action• Captures the...
Social media: TipsFacebook:• www.facebook.com/insights• Customize your tabs• Edgerank• Info tab is important• Disclaimers ...
Social media: TipsTwitter:• Keep it under 120 characters. You want people to retweet  you.• Put the link in the middle of ...
Social media: TipsTwitter:• Tweet on the weekends• Tweet early and late in the day• Hootsuite is your friend for schedulin...
Social media: TipsLinkedIn:• Join groups• Answer questions• Don’t post the same stuff on Twitter that you do on  LinkedIn....
Social media: TipsGeolocation and recommendations:• Post comments on FourSquare• Explore how to integrate Instagram and To...
Questions      ©2012 Paul Werth Associates | Tiger Team Meeting   39
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Communications and Outreach Workshop: North American Safe Boating Campaign ("Wear It!")

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  • Goals: Increase awareness of boating safety issues and increase the use of life jackets. Who is sharing this message? [Volunteers, associations/organizations, state agencies, individuals, media] What are they saying? Ask if anyone can share what the campaign is in :30-seconds or less.
  • The following talking points and training information is customized for working with the media. However, anyone sharing about the campaign can use these communications tips.
  • This training is going to focus on how to deliver effective boating safety messages that may be used during grassroots efforts, and traditional and social media outreach.
  • These tips are for any one to use, not just limited to working with the media.
  • See handout with campaign talking points. The following talking points and training information is customized for working with the media. However, anyone sharing about the campaign can use these communications tips.
  • The communications & media training we just did is very helpful for volunteers - specifically talking points about the campaign.
  • Objective 2, Strategy 2.5 - Deliver branded messages through non-traditional/social media
  • 2012 blog highlights (NOLA Mommy, Beaumont Convention & Visitors Bureau, Best Kid-friendly Travel, Boats.com, Soundings Trade Only Today, 3 Boys and a Dog, Orlando Florida Blog) Facebook and Twitter (Lots of friend and follower engagement, engaging content) “ Casting Off’ PSA is up to 905 views (most views of any campaign video PSA, comparison last year’s Mark Spitz PSA has 214 views) In process of compiling a final report that will look at Google Analytics and other available social media stats to measure social media engagement. We are also in process of conducting the “Safe Summer Pledge” survey by phone/email with those that signed pledge cards.
  • Social media is the same way - there needs to be emotion, story needs to hit home, story needs a beginning and end, it needs to spur action, capture the moment. Think of your favorite social media videos/contests: How do you react?
  • Communications and Outreach Workshop: North American Safe Boating Campaign ("Wear It!")

    1. 1. Communications and Outreach Workshop North American Safe Boating Campaign August 21, 2012 ©2012 Paul Werth Associates | content ©2012 Paul Werth Associates All Tiger Team Meeting 1
    2. 2. Messaging & media ©2012 Paul Werth Associates | Tiger Team Meeting 2
    3. 3. Messaging & mediaGOAL: Increase awareness of boatingsafety issues and increase the useof life jackets. (Strategic Plan, Objective 2 and Objective4)Who is sharing this message?What are they saying? ©2012 Paul Werth Associates | Tiger Team Meeting 3
    4. 4. Messaging & mediaCampaign :30-second elevator speech:No matter what activity you have planned - boating, fishing, sailing -always remember to wear a life jacket every time you are on the water.Accidents on the water can happen much too fast to reach and put on astowed life jacket. Wearing a life jacket saves lives. The North AmericanSafe Boating Campaign - or simply, ‘Wear It!’ - is a year-roundeffort to promote boating safety, including always wearing a life jacket. ©2012 Paul Werth Associates | Tiger Team Meeting 4
    5. 5. Messaging & mediaDelivering effective campaign messages:Objective 2: Boating Safety Outreach(Grassroots efforts, traditional media and social media)Deliver effective boating safety messages through various educationalresources and media to reduce deaths and injuries of recreational boaters.Objective 4: Life Jacket WearIncrease adult life jacket wear rates nationwide. ©2012 Paul Werth Associates | Tiger Team Meeting 5
    6. 6. Messaging & mediaTips for sharing the campaign message:• Answer the most basic questions• Keep it short• Top three messages • Life jackets save lives. • Remember to ‘Wear It!’ every time you are on the water. • Follow safe and responsible boating practices.• Making it interesting• Keep the message in your best interest• Share positive results ©2012 Paul Werth Associates | Tiger Team Meeting 6
    7. 7. Messaging & mediaCampaign talking points:• North American Safe Boating Campaign• National Safe Boating Week• Ready, Set, Wear It!• National and state recreational boating safety statistics• Life jackets• Boating safety tips ©2012 Paul Werth Associates | Tiger Team Meeting 7
    8. 8. Messaging & mediaMedia interviewee’s ‘Bill of Rights’:You have the right to:• Decline an interview.• Decline to answer a question.• Know who will be interviewing you in advance.• Know what general subjects will be covered.• Know - in general - how, where, and when your interview will be used.• Be assisted during the interview by your public relations and/or legal counsel, or at least have them present if you choose.• Ask for additional time to research unexpected questions.• End the interview at any time.• Discuss problems with a reporter’s supervisor.• Be treated fairly, honestly and professionally. Werth Associates | Tiger Team Meeting ©2012 Paul 8
    9. 9. Messaging & mediaMedia interviewee’s ‘Bill of Rights’:You do NOT have the right to:• See a list of specific questions in advance.• Review a finished story before it is printed or aired. ©2012 Paul Werth Associates | Tiger Team Meeting 9
    10. 10. Messaging & media‘Be’ attitudes for media interviews:• Be cooperative.• Be accessible.• Be direct.• Be a resource.• Be an authority. ©2012 Paul Werth Associates | Tiger Team Meeting 10
    11. 11. Messaging & mediaTips for successful media interviews:• Know the important points you want to make, and stick to it.• Practice.• State your conclusions first and state them again at the close.• Avoid saying “no comment.”• If you don’t know the anwer, say so.• Always tell the truth.• Nothing is “off the record.”• “Background” the reporter before the interview.• When interviewed on camera, look at the reporter. ©2012 Paul Werth Associates | Tiger Team Meeting 11
    12. 12. Messaging & mediaAnswering questions from the media:• Keep responses under 10 seconds if possible• If asked multiple questions, answer one - the easiest!• Eyes on the message points• NEVER repeat negative words• Avoid complex words and examples• It’s OK to say, “I don’t know”• Breakdown tough questions to highlight one of your key message points ©2012 Paul Werth Associates | Tiger Team Meeting 12
    13. 13. Messaging & media Flagging ideas for emphasis (notnagging): • ©2012 Paul Werth Associates | Tiger Team Meeting 13
    14. 14. Messaging & mediaNeutralize difficult questions by bridging:• “That’s an interesting question, but what you really need to focus on is…”• “Well, the answer is no, but what is really important here is…”• “Did you know that…”• “What we mustn’t lose sight of is…”• “Let me answer by putting things into context.”• “I think the real question is…” (Then ask the question you want to answer)• “I can’t speak to that, but what I can tell you is…” ©2012 Paul Werth Associates | Tiger Team Meeting 14
    15. 15. Messaging & mediaPractice talking points (10 minutes)Mock media interviews (10 minutes) ©2012 Paul Werth Associates | Tiger Team Meeting 15
    16. 16. State outreach efforts ©2012 Paul Werth Associates | Tiger Team Meeting 16
    17. 17. State outreach effortsState communications efforts:• Grassroots efforts (training volunteers, hosting events)• Participating in media interviews• Social mediaAvailable resources:• SafeBoatingCampaign.com• Campaign resource kits• Messaging & media guidebook• Logos and other branded resources ©2012 Paul Werth Associates | Tiger Team Meeting 17
    18. 18. Social media ©2012 Paul Werth Associates | Tiger Team Meeting 18
    19. 19. Social mediaSocial media success highlights: @BoatingCampaign facebook.com/SafeBoatingCampaign ©2012 Paul Werth Associates | Tiger Team Meeting 19
    20. 20. Social media: Evolution of communicationHow did communication begin? ©2012 Paul Werth Associates | Tiger Team Meeting 20
    21. 21. Social media: Evolution of communicationWe like pictures. ©2012 Paul Werth Associates | Tiger Team Meeting 21
    22. 22. Social media: Evolution of communicationHow did communications evolve? ©2012 Paul Werth Associates | Tiger Team Meeting 22
    23. 23. Social media: Evolution of communicationWe like hearing things. ©2012 Paul Werth Associates | Tiger Team Meeting 23
    24. 24. Social media: Evolution of communicationThen we got visual. ©2012 Paul Werth Associates | Tiger Team Meeting 24
    25. 25. Social media: Evolution of communication Then we found a way to watch ondemand. ©2012 Paul Werth Associates | Tiger Team Meeting 25
    26. 26. Social media: Evolution of communicationThe internet changed communication. ©2012 Paul Werth Associates | Tiger Team Meeting 26
    27. 27. Social media: Evolution of communicationIt’s still evolving. ©2012 Paul Werth Associates | Tiger Team Meeting 27
    28. 28. Social media: Evolution of communicationPlain copy was boring. ©2012 Paul Werth Associates | Tiger Team Meeting 28
    29. 29. Social media: Evolution of communicationSteve Jobs changed the game. ©2012 Paul Werth Associates | Tiger Team Meeting 29
    30. 30. Social media: Evolution of communicationInternet killed the video star. ©2012 Paul Werth Associates | Tiger Team Meeting 30
    31. 31. Social media: Evolution of communicationThink of the social media explosion:• MySpace was about copy.• Facebook promoted photos.• MySpace countered with audio.• Facebook made video more accessible.• MySpace lost its personal approach.• Facebook won. ©2012 Paul Werth Associates | Tiger Team Meeting 31
    32. 32. Social media: TrendsDo we see a trend?• Copy first• Images second• Audio third• Video fourth• Legitimate interaction always ©2012 Paul Werth Associates | Tiger Team Meeting 32
    33. 33. Social media: What’s a good story?A good social story:• Emotion• Hits home• Beginning and end• Sparks action• Captures the momentSocial media leverages copy, photos, audio,video - it’s all about authentic and legitimateinteraction. ©2012 Paul Werth Associates | Tiger Team Meeting 33
    34. 34. Social media: TipsFacebook:• www.facebook.com/insights• Customize your tabs• Edgerank• Info tab is important• Disclaimers are more important ©2012 Paul Werth Associates | Tiger Team Meeting 34
    35. 35. Social media: TipsTwitter:• Keep it under 120 characters. You want people to retweet you.• Put the link in the middle of your post. Track your clicks through bit.ly or ow.ly.• The less you tweet out links all day, the better click through percentage you get.• The following words get you higher click rates: via, @, RT, please ©2012 Paul Werth Associates | Tiger Team Meeting 35
    36. 36. Social media: TipsTwitter:• Tweet on the weekends• Tweet early and late in the day• Hootsuite is your friend for scheduling• Adverbs and verbs do better than nouns. Create emotion and action.• Create lists. ©2012 Paul Werth Associates | Tiger Team Meeting 36
    37. 37. Social media: TipsLinkedIn:• Join groups• Answer questions• Don’t post the same stuff on Twitter that you do on LinkedIn. Keep it professional.• Get recommendations• Use the apps ©2012 Paul Werth Associates | Tiger Team Meeting 37
    38. 38. Social media: TipsGeolocation and recommendations:• Post comments on FourSquare• Explore how to integrate Instagram and Tout• Encourage people to review on various review sites (Tumblr, Digg, Reddit)• These platforms have longer shelf lives than Facebook and Twitter ©2012 Paul Werth Associates | Tiger Team Meeting 38
    39. 39. Questions ©2012 Paul Werth Associates | Tiger Team Meeting 39
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