CharityComms
Keeping your reputation spotless
PROTECTING YOUR REPUTATION DURING
HARD-HITTING CAMPAIGNS
David Bowles
Emily Munford
Agenda
• Our reputation
• How we manage it
• When it works…and when it doesn’t
• Key learnings
Questions
• What do you think of the RSPCA
• Do you think people dislike us?
Reasons why people like us
• Active – we are the “Government” body
helping animals
• Trustworthy – what we say is correct
...
Reasons why people dislike us
• Authoritarian – we prosecute
• “Political” campaigning – hunting, badgers
• Bureaucratic –...
Summary 2013
TOTAL MEDIA COVERAGE
Summary 2013
TOTAL MEDIA COVERAGE
Summary 2013
TOTAL MEDIA COVERAGE
Summary 2013
NEGATIVE STORIES CONCENTRATED IN CERTAIN PAPERS
Summary 2013
NEGATIVE STORIES CONCENTRATED IN CERTAIN PAPERS
CLICK TO EDIT MASTER TEXT STYLES
Digital Review & Strategy
February 2012
NB: Insert
more positive
RSPCA
person and
animal ...
People
ONLY AS GOOD AS THE PEOPLE YOU’VE GOT
• Press/Digital/Call centre/Frontline staff
• Strength in external partnershi...
Tools and products
SEO, SOCIAL MEDIA MONITORING, REPORTING
Using SEO
• Language being used – linguistic profiling, keyword research
• Content on our site reflects both the issues an...
…we appear above DEFRA
Our badger campaigns page is,
on average, two positions higher
than the DEFRA page on the
same subj...
Social media monitoring
• Create queries that monitor topics that are relevant
to our work
• Use the results to ascertain ...
Processes
• On call rota and comms
• Social VIPS
• Major Incident Group (MIG)
• Crisis fundraising appeals
Processes
ONGOING CONTENT AUDIT, SECTION BY SECTION
• Major Incident Group
• Social cover email group
So what happens in p...
Sometimes it works…
SEALS STORM SURGE
• 108 pups in one month – usually 120 in a
year – quick reaction, sell in to TV, put...
Seals
• Get photos, say what yolu are doing
• Sky, BBC, ITV all covered release
• Celebrity endorsement
• 4,000 retweets o...
Sometimes it doesn’t work so well…
ONE FATEFUL WEEKEND IN DECEMBER…
• Article saying we are ‘sinister and nasty’ –
sensiti...
Escalation of sensitive cases
• Statement to press and social; rally the troops
• MIG established; information chain set u...
When we have all the pieces in place…
• End non-stun slaughter
– 56,000 signatures
• Badger cull
– 304,112 signatures
– bi...
In summary
• Importance of education/awareness raising
• What we can and cannot do; what we will
do; show we care
• Need e...
Any questions?
EMILY.MUNFORD@RSPCA.ORG.UK
DAVID.BOWLES@RSPCA.ORG.UK
Thank you
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Protecting your reputation during hard-hitting campaigns. Keeping your reputation spotless conference, 21 May 2014.

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David Bowles, head of public affairs and Emily Munford, digital media manager, RSPCA

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Protecting your reputation during hard-hitting campaigns. Keeping your reputation spotless conference, 21 May 2014.

  1. 1. CharityComms Keeping your reputation spotless
  2. 2. PROTECTING YOUR REPUTATION DURING HARD-HITTING CAMPAIGNS David Bowles Emily Munford
  3. 3. Agenda • Our reputation • How we manage it • When it works…and when it doesn’t • Key learnings
  4. 4. Questions • What do you think of the RSPCA • Do you think people dislike us?
  5. 5. Reasons why people like us • Active – we are the “Government” body helping animals • Trustworthy – what we say is correct • Professional – 190 years of saving animals • Pragmatic – providing solutions such as Freedom Food
  6. 6. Reasons why people dislike us • Authoritarian – we prosecute • “Political” campaigning – hunting, badgers • Bureaucratic – slow to respond to calls • Frustration – why can’t you remove that animal and lock that person up?
  7. 7. Summary 2013 TOTAL MEDIA COVERAGE
  8. 8. Summary 2013 TOTAL MEDIA COVERAGE
  9. 9. Summary 2013 TOTAL MEDIA COVERAGE
  10. 10. Summary 2013 NEGATIVE STORIES CONCENTRATED IN CERTAIN PAPERS
  11. 11. Summary 2013 NEGATIVE STORIES CONCENTRATED IN CERTAIN PAPERS
  12. 12. CLICK TO EDIT MASTER TEXT STYLES Digital Review & Strategy February 2012 NB: Insert more positive RSPCA person and animal pic from photolibrary So how do we manage our reputation?
  13. 13. People ONLY AS GOOD AS THE PEOPLE YOU’VE GOT • Press/Digital/Call centre/Frontline staff • Strength in external partnerships • Statements prepared and approved (1 or 2) • Director involvement, if needed • ‘On the ground’ liaison officer, if needed
  14. 14. Tools and products SEO, SOCIAL MEDIA MONITORING, REPORTING
  15. 15. Using SEO • Language being used – linguistic profiling, keyword research • Content on our site reflects both the issues and the language being used – content gap analysis, copy optimisation • Content is in the line of sight of those who are discussing the issues – blogger outreach, article syndication, social links • Outcome = search engines see us as being relevant and authoritative; we rank highly; people find our content when searching
  16. 16. …we appear above DEFRA Our badger campaigns page is, on average, two positions higher than the DEFRA page on the same subject for the search phrase badger cull on google.co.uk
  17. 17. Social media monitoring • Create queries that monitor topics that are relevant to our work • Use the results to ascertain the opinion of both the public (Facebook, Twitter etc), press (news sites) and special interest groups (forums) and use this intelligence to inform marketing, PR and press activity • Monitor the perception of the RSPCA brand, specific topics as well as measure the level of coverage per campaign
  18. 18. Processes • On call rota and comms • Social VIPS • Major Incident Group (MIG) • Crisis fundraising appeals
  19. 19. Processes ONGOING CONTENT AUDIT, SECTION BY SECTION • Major Incident Group • Social cover email group So what happens in practice?
  20. 20. Sometimes it works… SEALS STORM SURGE • 108 pups in one month – usually 120 in a year – quick reaction, sell in to TV, put out request for help, regional releases • Great photos and story – 80% released • Stay ahead of the complaints
  21. 21. Seals • Get photos, say what yolu are doing • Sky, BBC, ITV all covered release • Celebrity endorsement • 4,000 retweets on one update • Raised £110,000
  22. 22. Sometimes it doesn’t work so well… ONE FATEFUL WEEKEND IN DECEMBER… • Article saying we are ‘sinister and nasty’ – sensitive as we are seen as Goliath • Inundated with queries about a disabled dog • Alarm about horses in flood plain • Seal stuck in a pool
  23. 23. Escalation of sensitive cases • Statement to press and social; rally the troops • MIG established; information chain set up • Regular updates; repetition of message • Used photo and facts to counter accusations • Engaged with horse complainer offline
  24. 24. When we have all the pieces in place… • End non-stun slaughter – 56,000 signatures • Badger cull – 304,112 signatures – biggest e-petition - Huge increase in reach and engagement
  25. 25. In summary • Importance of education/awareness raising • What we can and cannot do; what we will do; show we care • Need evidence and partners at the ready • Speed and agility but readiness to disengage • You can’t win every time!
  26. 26. Any questions?
  27. 27. EMILY.MUNFORD@RSPCA.ORG.UK DAVID.BOWLES@RSPCA.ORG.UK Thank you

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