George Ames, head of activation, Forster
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
Similar to Using newsjacking to get media coverage | Behind the headlines: getting your charity’s story into the news | Conference | 8 December 2016 (20)
2. We help our clients to protect
and improve lives, and deliver
measureable value for them, their
stakeholders and wider society.
12 December, 2016 Forster Communications 2
Delivering value
17. 12 December, 2016 Forster Communications 17
Checklist
• Is it the right issue?
• Have the risks been
considered?
• Do the opportunities
outweigh the risks?
• Have you got the right
content ready (or able to
be made ready)?
• Have you got buy in?
19. 12 December, 2016 Forster Communications 19
Groups
Group one
Charity wanting to raise attention of elephant welfare in Asia
• A celeb has been pictured riding an elephant whilst on honeymoon
• The news has been positive in the consumer media but anger is building in social
media
• It’s January and you and the team have been working on a pre-summer holiday story
on the issue
Group two
A road safety charity wanting to challenge the law on booster seats
• A child has been seriously hurt in a car crash
• The family is angry and publically blaming the manufacturer
• You have just received a piece of research back, with evidence that challenges current
guidance, suggesting that 20% of all booster seats on sale may be unsafe – this was
planned for launch later in the year
20. 12 December, 2016 Forster Communications 20
First considerations
Is it the right issue to engage on?
And:
What are the risks and
opportunities of engaging now?
21. 12 December, 2016 Forster Communications 21
A decision has been made to go ahead and newsjack
• What is the success you’re aiming for?
• What do you need to ensure you have prepared?
• How will you coordinate this across teams?
• What is your strategy to engage? How will this be
phased?
• How will you monitor the impact?
• How will you build on the newsjack later in the year?
22. Forster Communications
+44 (0)20 7403 2230
www.forster.co.uk
@Forster_Comms
Thank you
12 December, 2016 Forster Communications 22
George Ames
George@forster.co.uk
23. 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