V2 Workshop 5 Nov 2011

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V2 Workshop 5 Nov 2011

  1. 1. to reach more people on a tiny budget Caring is Giving and Sharing
  2. 2. slideshare.net/bobcraw/launceston-dg-workshop-14-april-2011
  3. 3. Social media Media Word of mouth 3 Low Cost PR Strategies
  4. 4. Should V2 worry about PR? attract members maximise income promote services community recognition
  5. 5. PR situation in V2 everyone is time poor everyone is messaged out everyone wants the same eyeballs and ears everyone is a bit wary
  6. 6. PR truths when you don’t promote yourself you’re it triangle of effort clean up the club backroom no silver bullet
  7. 7. PR is like herding cats
  8. 8. brand PR objectives define who to reach clear messages delivery tactics time and money measurement V2/Club PR plan
  9. 9. Your brand
  10. 10. What is the Lions brand?
  11. 11. District PR objectives S specific - what exactly will we do M measurable goals A within the culture of Cabinet and clubs R realistic and achievable T limited by time
  12. 12. what do we do now? (channels, events etc) what works? what do we keep / abandon? Review the battle plan for PR
  13. 13. who are they where are they what do they already know what gets their interest how to reach them V2 audiences
  14. 15. some-one using their networks to help Lions V2 key influencers
  15. 17. <ul><ul><li>understandable </li></ul></ul><ul><ul><li>relevant </li></ul></ul><ul><ul><li>consistent </li></ul></ul><ul><ul><li>local + global </li></ul></ul>Lion messages “ Trade is important for Australia: 1 in 5 jobs depends on trade” DFAT “ This is about whales for lunch not whales for science” Anthony Albanese MP “ Make Poverty History” Bob Geldorf
  16. 19. Message to a girlfriend
  17. 20. Why should people trust Lions? facts n’ figures case studies research and reports comparisons and contrasts our record … tell stories
  18. 21. Social media Media Word of mouth Three low cost strategies
  19. 22. Why work with the media promote services attract clients increase credibility internal recognition it’s free!
  20. 23. <ul><li>Benefits </li></ul><ul><li>cost </li></ul><ul><li>credibility </li></ul><ul><li>reach </li></ul><ul><li>reputation </li></ul><ul><li>improves your standing in a media crisis </li></ul><ul><li>Risks </li></ul><ul><li>no control over outcomes </li></ul><ul><li>expectation management </li></ul><ul><li>mixed messages </li></ul>Risk Analysis
  21. 24. Newspapers medium of record publish regularly drives the news cycle most likely to follow up
  22. 25. Other People’s Newsletters
  23. 27. deadlines rule relies on easy to get news stories presented in black and white limited time for your story easy to get wrong human interest About TV
  24. 28. Radio types of radio 24/7 = information hunger convenience OBs
  25. 29. Lions Stories Must Be Newsworthy Calendar Dates Topical Issues
  26. 30. Be newsworthy something new human interest + benefit trends (local and national) quirky facts the St factor ( first, latest etc) images statistics your credibility
  27. 31. DG’s media calendar December Internl Volunteer Day School year ends Christmas November Remembrance Day Melbourne Cup End of university year October Mental Health Week Water Week Mental Health Week Breast Cancer Day September Start of spring Floriade Citizenship Day Father’s Day August Vietnam Veterans Day Missing Persons Week Hearing Awareness Month Literacy and Numeracy Week July Christmas in July Small Business Awards Diabetes Week June Environment Day Tax time Ski season May May Day Mother’s Day Law Week Heart Week Volunteer Week April April Fools Arthritis Awareness ANZAC Day Road safety Easter March Internl Women’s Day Clean up Australia Harmony Day Canberra Day February Return to school Valentines Day January New Year resolutions Australia Day Summer holidays Children with special needs Young people starting work
  28. 32. Be Topical
  29. 33. word of mouth marketing getting others to talk up Lions
  30. 34. How word of mouth works
  31. 35. What word of mouth needs topics talkers tools tracking continuity
  32. 36. Frequency of influencer communications Opportunity Opportunity Opportunity
  33. 37. Social media not just for kids one to one conversations DIY and cheap as chips brand journalism
  34. 38. “ Almost 10 million Australians accessed social media websites in December with just under 8 million of those being Facebook members”.
  35. 39. Facebook
  36. 40. Blogs
  37. 43. Image sharing sites
  38. 44. Club considerations not all are online type of information control privacy frequency criticism who does it
  39. 45. Lions PR in combination Radio TV Print events advertising other Social media Word of mouth Online
  40. 46. Timetable
  41. 47. Budget
  42. 48. communications audit defining who we need to reach clear messages delivery systems time and money budget measure your marketing District/Club PR plan
  43. 49. early club PR meeting enlist talent set expectations (4/4/1) assemble content triple track strategy DG’s next steps
  44. 51. Pr is not about resources it’s about resourcefulness
  45. 52. 0401 063 837 0401 063 837 0401 063 837 @bobcraw 0401 063 837 [email_address]

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