Polish your communications 2011

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  • 06/02/09
  • 06/02/09
  • 06/02/09
  • 06/02/09
  • Polish your communications 2011

    1. 1. Polish your communication for a stronger organisation: making the most of your PR and media work Insights event 30 th June 2011 <ul><li>Amandine Courtin </li></ul><ul><li>Tel: 020 7426 8888 </li></ul><ul><li>Email: amandine.courtin@nfpsynergy.net </li></ul><ul><li>Web: www.nfpsynergy.net </li></ul>
    2. 2. Why everyone working for a charity should be thinking about the media in your organisation Watford Mencap registers support for “Stand By Me” campaign Watford Observer, 16 th June 2011 NSPCC-Backed App Aims To End Cyber-Bullying Sky, 8 June 2011 Help for Heroes hits historic £100m The Sun, 10 June 2011 Cumbrian volunteers helping those in need News & Star, 7 th June 2011 Volunteers Donors Supporters Service users
    3. 3. Charities vs Media Tips to make this relationship work Examples of success stories
    4. 4. Journalists can be critical of charities “ We need charities to be authoritative , well informed and sometimes well connected and able to find case studies for us” “ Charities are still generally ineffective . They rarely respond in time and offer far too much meaningless waffle” “ I sometimes think charities miss the boat because their media teams don't want the work to be 'out there‘” “ Charities have to remember that although they might carry out very worthy work, they do not have an automatic right to print space . Newspapers have to make tough decisions on stories every day so charities have to make stories as interesting as possible”
    5. 5. However, journalists do acknowledge the role of charities in society... Base: 225 journalists Source: CMM Spring Wave 19 Apr 11,nfpSynergy I think charities should be able to campaign to change laws and government policies relevant to their work I think charities should try and bring important issues to the public’s attention (e.g. through advertising) even if it means offending some people “ Please look at the statements below and indicate how much you agree or disagree.?”
    6. 6. ...and in the Big Society “ Please look at the statements below and indicate how much you agree or disagree.?” Base: 225 journalists Source: CMM Spring Wave 19 Apr 11,nfpSynergy I think charities should have a leading role to play in the Big Society I think charities have the capacity to be able to play a leading role in the Big Society
    7. 8. Charities vs Media Tips to make this relationship work Examples of success stories
    8. 9. Journalists and general public have a different idea of what the ideal charity should be Base: 204 journalists/1,000 adults 18+ Britain Source: CMM Autumn 07 / Brand Attributes April 2007 “ Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
    9. 10. Charities should try harder to understand the needs of journalists “ To what extent do you agree with the following statements?” Base: 211 journalists Source: CMM Spring 10 Wave Mar- Apr 10
    10. 11. The relationship between effectiveness and contact – making contact is important Effectiveness is represented by bubble size, as well as on the x axis. % who think charity is very/somewhat effective % who have had contact with the charity Base: 209 journalists Source: CMM Spring 10 Wave Mar- Apr 10
    11. 12. Be targeted “ What is the best thing you have seen a media team do in the past 6 months?” Base: 200 journalists Source: CMM Spring 18 Wave Oct/Nov 10
    12. 13. Press releases: the first point of contact with journalists Base:179 journalists Source: CMM Wave 15 Mar-Apr 09 “ How do you hear about the work of charities or their campaigns in the scope of your work?”
    13. 14. Press releases are effective “ Please tick the 3 most EFFECTIVE ways in which you come into contact with charities (apart from contacting them yourself” Base: 209 journalists Source: CMM Spring 10 Wave Mar- Apr 10
    14. 15. Headlines for press releases are crucial “ What dictates whether you read a press release (tick the two most important reasons)” Base: 141 journalists Source: CMM Autumn 09 Wave Oct-Nov 09
    15. 16. Make it local….
    16. 17. Make it local…. Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 09, nfpSynergy “ Please indicate how interesting you find each of the different areas below when they are covered in the news or media. These may be subjects that you read in newspapers and magazines, see on the TV or hear on the radio.”
    17. 18. “ Anything that has a local element . Local case studies are what we always need.” “ The fact they relate to the area I cover . The fact they deal with topical issues and can be 'dressed up' with case studies” “ Charities need to take account of the added value regional and local newspapers can give and tailor case studies accordingly.” “ I think charities need to be more generally aware about the needs of local newspapers - such as ages and names of the people they tell us about”
    18. 19. ....and personal
    19. 20. Base: 200 journalists Source: CMM Spring 18 Wave Oct/Nov 10 “ The campaigns which have a hard news element , those which lend themselves to good human interest stories and picture/video opportunity (Race for Life, Red Nose Day), those which are very relevant to our readership.” “ I want to talk to real people and learn how these things have affected them.” “ They had a human face and weren't too over familiar.” “ As always, I believe the human story is what gets the most effective coverage. A good real-life story that touches people and will endear people to the charity and inspire them.”
    20. 21. Charities vs Media Tips to make this relationship work Examples of success stories
    21. 22. “ Listed below are a number of campaigns and initiatives run by various charities, pressure groups or voluntary organisations. Please indicate your level of awareness of each campaign and initiative.” Spontaneous mentions of Cancer Research UK’s Race for Life Base: Variyng base of journalists Source: CMM Spring Wave 19 Apr 11,nfpSynergy
    22. 24. nfpSynergy 30 June 2011 Nicola Dodd Head of PR
    23. 25. Media relations this week… Breast Cancer Awareness Month The Swim Shine Fabulous Take A Break Dallaglio Foundation Xmas in July T4 On The Beach Bobby Moore Fund Superdrug festival essentials Signs and Symptoms mobile app Man’s Hour Race for Life sponsorship return Jenny Packham wedding pin badge
    24. 26. PR and fundraising <ul><li>Corporate partnerships </li></ul><ul><li>Special events </li></ul><ul><li>Trading </li></ul><ul><li>Fundraising products – Race for Life </li></ul><ul><li>How do we know PR is working? </li></ul><ul><li>Social media </li></ul>
    25. 27. Corporate partnerships <ul><li>Our media relationships give us professional credentials </li></ul><ul><li>Our insights help with pitches </li></ul><ul><li>Great media relations mean great case studies for new business teams </li></ul><ul><li>TK Maxx – Give Up Clothes For Good </li></ul>
    26. 28. Trading <ul><li>Create bespoke features </li></ul><ul><li>Christmas in July </li></ul><ul><li>Local stories </li></ul><ul><li>Valentine’s flowers – shoptobeatcancer.org </li></ul>
    27. 29. Special events <ul><li>Celebrity red carpet </li></ul><ul><li>Media partnerships </li></ul><ul><li>Sound & Vision </li></ul>
    28. 30. Race for Life <ul><li>Change of name to Tesco and Cancer Research UK’s Race for Life </li></ul><ul><li>Media teams </li></ul><ul><li>Respecting our case studies </li></ul><ul><li>Same product year on year – 18 th year! </li></ul>
    29. 31. How do we know PR is working? <ul><li>Key driver for committed giving sign ups </li></ul><ul><li>Impact on donations for longer than paid-for media </li></ul><ul><li>NfpSynergy awareness </li></ul><ul><li>Google analytics – traffic spikes </li></ul><ul><li>Still a challenge </li></ul>
    30. 32. Spontaneous recall of charities’ media campaigns Top 10 “ Do you recall any specific media campaigns carried out by charities, voluntary organisations or pressure groups over the last 6 months? Please list up to 4 charity media campaigns which you recall.” Base: 188 journalists Source: CMM Spring Wave 19 Apr 11,nfpSynergy
    31. 33. Awareness and interest in ‘Race for Life’ – Cancer Research UK Awareness Listed below are a number of campaigns or initiatives run by various charities, pressure groups or voluntary organisations. Please indicate your level of awareness of each campaign Listed below are a number of campaigns and initiatives run by various charities, pressure groups or voluntary organisations, please indicate your level of interest in these campaigns Base: 232 journalists who are aware of the campaign/ 233 journalists who are interested in the prompted campaign Source: CMM Spring Wave 19 Apr 11,nfpSynergy Interest
    32. 34. The media and social media – the basics <ul><li>Ask journalists to tweet about us </li></ul><ul><li>Post links to great media coverage on our FB page </li></ul><ul><li>Following the media twitterati to interact with the news agenda as it unfolds on Twitter </li></ul><ul><li>Get our content into the media’s own communities </li></ul><ul><li>Engaging with their blogs </li></ul><ul><li>Right the wrongs </li></ul>
    33. 35. nfpSynergy 30 June 2011 Nicola Dodd Head of PR
    34. 36. The Charity PR Top 10 30 June 2011 Vicky Browning Director [email_address]
    35. 37. #10 :Stand out from the crowd What’s New Pussycat? Tom Jones With 150,000 voluntary and community groups, charities have to do a bit better than just ‘we're doing something nice for a beneficiary group which deserves it’.
    36. 38. #9: Simplify your message De doo doo doo, de dah dah dah The Police “ Be aware of exactly what you are saying, and replace technical terms with everyday words. A postman should be able to understand answers given by a microbiologist – and vice versa.”
    37. 39. #8: Be specific It’s all about me Chelsea Staub People are more responsive to personal stories than to a mass of anonymous statistics. If you have an individual story that illustrates a general point, use it.
    38. 40. #7: Get it together Be prepared Winston Samuel “ Reporters often want additional elements to round out their story – photos, case studies, data etc.   You need to be able to provide these at the drop of a hat.”
    39. 41. #6: Research the publication Understand me Starecase If I come to associate a PR with indiscriminate spamming and sending me dozens of stories which aren't any good for for me, it's more likely that I'll wrongly ignore a good story, which will make me even madder at them!
    40. 42. #5: Understand the audience Are you talking to me? Torpedo Boyz It’s annoying when PRs don’t consider what is relevant to the audience: like trying to sell you the GTi when you’ve made it clear you’re a family man.
    41. 43. Make a personal connection with the journalist(s) you think will be interested in your stories. It doesn't mean being best friends - this is business - but just establishing a relationship, by email probably, will make it more likely that I'll run their stuff. #4: Understand the journalist If you don’t know me by now Simply Red
    42. 44. Don’t call reporters only when you need them. Keep the relationship alive. If the relationship is there, you will always have more access when you do need them. #3: Commit! We don’t talk any more Cliff Richard
    43. 45. The worst thing is when PRs aren’t around when you want something, or if they don’t respond to you even to say ‘I’ve got your request and I’m working on it’. #2: Be there Reach out (I’ll be there) The Four Tops
    44. 46. Never make promises you can’t keep. Nothing will destroy a media relationship faster than if you promise something you can’t deliver. #1: Keep your promises Promises, promises Generation X
    45. 47. Remember “ Press releases, phone calls, Tweets, emails, chats over coffee: these are all your tools, but the content of your conversation is what it's all about.”
    46. 48. Any questions

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