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Balancing public and specialist audiences. Audience strategy conference, 26 May 2016

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Rhonda Smith, director, Minerva UK Ltd

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Balancing public and specialist audiences. Audience strategy conference, 26 May 2016

  1. 1. Balancing public and specialist audiences Rhonda Smith, director Kate Viggers, senior account manager Maisie Smith, account executive
  2. 2. Welcome! Scenario, Message Mapping, Story-telling, Case Study Rhonda Smith, director Kate Viggers, senior account manager Maisie Smith, account executive
  3. 3. Agenda 26/05/15 – ©Minerva UK Ltd • Scenario – role-play • Message mapping • Story-telling • Case study • Final Q&A • Take home messages
  4. 4. Scenario 1 of 2 26/05/15 – ©Minerva UK Ltd • Dementia is a devastating brain disease that impacts (usually) older age groups, families and health and care systems • Increasing numbers however of younger people (50+) are being diagnosed world-wide • Increasing scientific & epidemiological evidence that a virus may be driving this increase • Funding to research this new scientific agenda (Virus Associated Dementia - VAD) is urgently needed • A ‘business case’ report has been produced by the VAD charity in order to engage with key stakeholders & raise awareness/interest in research support • Key identified stakeholders are MPs, funding bodies, industry and specialist media
  5. 5. Scenario 2 of 2 26/05/15 – ©Minerva UK Ltd • You are members of one of those 4 key groups • Your task as a group is to discuss • 1. the messages • 2. the actions from your particular perspectives that will work for/interest you/your group • 10 minutes to discuss & then plenary feedback • MPs • Funding bodies • Industry • Specialist media
  6. 6. 26/05/15 – ©Minerva UK Ltd Balance the brain (facts/evidence) with heart (emotion/attachments) Individual v society – public v specialist Creating effective audience engagement
  7. 7. sent message message message message received understood The Message Journey How well it is received, understood, adopted depends on an understanding of each group’s ‘starting point’. action/adoption Check 1 Check 2 Check 3 Check 4 26/05/15 – ©Minerva UK Ltd
  8. 8. Message Mapping – what? 1 of 2 Matrix that brings together information on – Target stakeholder groups – Your key messages for those groups – Each group’s status/perception versus your message/project Matrix that provides information to drive ‘shift’ – Content you need to create – Channels you need to utilise – Targets you need to reach 26/05/15 – ©Minerva UK Ltd
  9. 9. Stakeholder group Take out message Current perception/status Making the shift Identified priority groups From your organisation/ project Do you know? How to find out? Actions, Channels, Targets Message Mapping – what? 2 of 2 26/05/15 – ©Minerva UK Ltd
  10. 10. Message Mapping – drives strategic thinking 26/05/15 – ©Minerva UK Ltd
  11. 11. Let me tell you a story … 26/05/15 – ©Minerva UK Ltd The science behind storytelling – how it works • Human beings make up stories in their heads for every action and conversation. In fact, 65% of our conversations are gossip and storytelling. • In its simplest form, a story is a connection of cause and effect. And that is exactly how humans think! Our brain is always looking for the cause and effect relationship of something we've previously experienced. • When we hear a story, we naturally want to relate it to one of our existing experiences. While we are busy recalling a similar experience, the ‘insula’ part of our brain is activated, which helps us relate to that same experience of emotion.
  12. 12. An end The man hears a story about love, a spider, world peace or being stung by a bee The appropriate part of the man’s brain is stimulated, arousing ‘recall feelings’ of surprise, fear, happiness or anger, enabling him to empathise & relate 26/05/15 – ©Minerva UK Ltd
  13. 13. A beginning A end A middle What, why, who? A middle An end How? What happened? 26/05/15 – ©Minerva UK Ltd Every organisation has a story to tell…
  14. 14. 26/05/15 – ©Minerva UK Ltd What is YOUR organisation’s story? Every organisation has a story to tell…
  15. 15. Case Study 1 – Food security The story: The feed & food security challenge in Europe Top line message: Insects are a potential part of the solution The middle (actions): Identify risks & issues; assess the political landscape; measure consumer acceptance 26/05/15 – ©Minerva UK Ltd
  16. 16. Case Study 1 - Audiences 26/05/15 – ©Minerva UK Ltd
  17. 17. 26/05/15 – ©Minerva UK Ltd Insect protein is safe Insect protein is economically viable Insect protein is environmentally friendly Insect protein tastes ok Insect protein has market potential Insect protein is safe Insect protein is economically viable Insect protein is environmentally friendly Insect protein tastes ok Insect protein has market potential Insect protein is safe Insect protein is economically viable Insect protein is environmentally friendly Insect protein tastes ok Insect protein has market potential
  18. 18. Case Study 2 – Malnutrition The story: Malnutrition in hospital patients is an urgent public health issue Top line message: A universal screening tool is needed to identify and drive treatment The middle (actions): Design tool; validate tool; secure endorsements; inform & educate healthcare professionals 26/05/15 – ©Minerva UK Ltd
  19. 19. Case Study 2 - Audiences 26/05/15 – ©Minerva UK Ltd
  20. 20. 26/05/15 – ©Minerva UK Ltd Malnutrition is common It’s unrecognised & untreated Improved health outcomes Reduced cost/care burden Malnutrition is common It’s unrecognised & untreated Improved health outcomes Reduced cost/ care burden Malnutrition is common It’s unrecognised & untreated Improved health outcomes Reduced cost/care burden Malnutrition is common It’s unrecognised & untreated Improved health outcomes Reduced cost/care burden Malnutrition is common It’s unrecognised & untreated Improved health outcomes Reduced cost/care burden Malnutrition is common It’s unrecognised & untreated Improved health outcomes Reduced cost/care burden Case Study 2 – Messages: common & supplementary
  21. 21. Questions & Comments 26/05/15 – ©Minerva UK Ltd
  22. 22. Take home messages 1. Everyone is a member of the public - no matter their specialist interest 2. All organisations have a story to tell – a beginning, middle & end (with a plot, characters & drama) 3. Core message potentially the same - supplementary/relevancy & delivered to suit 26/05/15 – ©Minerva UK Ltd
  23. 23. Thank you for attending. Want to know more? Visit our advice surgery & stand Rhonda, Kate & Maisie 26/05/15 – ©Minerva UK Ltd
  24. 24. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  25. 25. Audience strategy: understanding and connecting with stakeholders Sponsored by Conference 26 May 2016 London #CCaudience WiFi: RRPN1 Password: kmrhja12

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