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Case study: communicating quickly to a diverse audience

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Case study for the 2010 8th Annual Media Relations Conference: Communicating quickly and effectively to a diverse audience …

Case study for the 2010 8th Annual Media Relations Conference: Communicating quickly and effectively to a diverse audience

The Northland Regional Council needs to communicate with a large and diverse audience and deliver clear messages to the public. We are using a range of tools including social media to communicate the outcomes of council meetings, civic issues during public consultation and natural disaster threats.

The presentation highlights three areas:
- success using Twitter
- using your website in times of crisis
- media and online monitoring

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  • 1. case study :  how we do things at our place
  • 2. what I’ll talk about
      • a bit about us
      • how we use Twitter
      • using our website in a crisis
      • online media monitoring
      • learnings & tips
  • 3. what we do
      • environmental management public transport flood protection
      • research consents harbour safety weed & pest control civil defence education
      • awards regional planning
      • economic development tourism promotion
  • 4. our messages
      • informing our citizens
      • engaging community on issues
      • positive environmental action
      • civil defence alerts & action
  • 5. council and media
      • local body politics is about:
      • change and emotion
      • opposing points of view
      • criticism and blame
      • winning and losing
  • 6. how we operate
      • small communications team
      • staff induction – media policy
      • compulsory media training
      • see media as an opportunity
  • 7. what makes news
  • 8. how we use Twitter .
  • 9.  
  • 10. objectives & metrics Number of events covered per year; positive feedback on that coverage Provide live coverage of events (such as policy launches, media briefings, council and committee meetings) for those who cannot attend Volume and quality of @reply and DM contact from followers; impact of this feedback on the Regional Council Provide an additional, low-barrier method for audiences to interact with the Regional Council provide feedback, seek help and suggest ideas Feedback from followers (unsolicited and solicited); number of re-tweets (Twitter users repeating our updates); clickthroughs from our tweets Provide thought leadership and credibility, increasing our visibility as the experts in our remit within the online space Feedback from followers (unsolicited and solicited) Provide an informal, ‘human’ voice of the organisation to promote comprehension of and engagement with our corporate messages. Number of followers; relevance and type of followers; number of web traffic referrals from Twitter to our website content Extend reach of existing corporate messages online (e.g. news, speeches, web updates, YouTube videos) by building relationships with relevant audiences including intermediaries, stakeholders, and key influencers such as journalists and bloggers Measure Objective
  • 11.
    • www.nrc.govt.nz/twitter
  • 12. Civil Defence alerts
  • 13. publish tips & facts
  • 14. live stream events
  • 15. ask for help or ideas
  • 16. thank those that help
  • 17. link to photos
  • 18. respond to queries
  • 19. go behind-the-scenes
  • 20. create lists
  • 21. Twitter success
      • work openly, be accountable
      • keeps our citizens informed
      • extended our audience reach
      • provide additional media alerts
  • 22. using our website .
  • 23.  
  • 24.  
  • 25. using your website
      • make it easy to access & find
      • update, update, update – 24hrs
      • flexible, relevant, authoritative
      • provide online image gallery
      • helps with media queries
  • 26. Just wanted to congratulate you on a fantastic website for Northland Civil Defence, with very up-to-date information. It’s a very valuable resource. Congrats to those who spend time keeping it up-to-date.  Breakfast TV, Television New Zealand (July 2008) ” “
  • 27. media monitoring .
  • 28. www.google.com/ alerts
  • 29. www.google.com/ alerts
  • 30. www. netvibes. com
  • 31. www. addictomatic. com
  • 32. www. icerocket .com
  • 33. www. socialmention .com
  • 34. www. socialmention .com
  • 35. www. keotag .com
  • 36. youropenbook .org
  • 37. summing up
      • train your key staff
      • be open and honest
      • media is only one channel
      • prepare a crisis plan
      • monitor, prepare, monitor
  • 38. Thank you . @WebTaniwha | jasond@nrc.govt.nz Jason Dawson General Manager - Community Relations 0800 002 004 www.nrc.govt.nz