Use media to make your Club
stand out

Bob Crawshaw
Kambah Lions Club
Why we need promotion
new members

events, causes, fund raising

earn well deserved recognition
Media environment
time poor

communications clutter

competition
Media messages
continuing narrative

audience-focused
simple
human interest & local benefit

call to action
Storytelling example
What makes a good media story
personal situation
linking with Lions
how did Lions help
how did they do it
results
next ste...
Our audiences
who and where are they

what benefits do we offer

how, where, when to connect
Key influencers

some-one in our community
using their networks to help Lions
Tell your Club story
Why work with Qld media
benefits & risks

different environments

realistic expectations
What Qld media want from you
new and different
human interest and local benefit
trends (local and national)
the st factor
...
Media tools

Backgrounder

Media Release

Media Alert
…and if media is not interested …
Own media
Social media
one to one conversations

DIY and free

intensive

brand journalism
Online policy
type of information

control and privacy

frequency & commitment

criticism
Paid media
spread Lions stories
across earned, own and
paid media
Media budget
Schedule your stories
measure your efforts
30 day club media plan
meet to review Club calendar

select activities to promote

expectations (4/4/1 model)

set tasks a...
light club PR with stories
tell them with passion
tell them often
Thank you!
mob

0401 063 387

email

bobcraw@webone.com.au

twitter

@bobcraw
Use media (and everything else you have) to get recognition for your community service
Use media (and everything else you have) to get recognition for your community service
Use media (and everything else you have) to get recognition for your community service
Use media (and everything else you have) to get recognition for your community service
Use media (and everything else you have) to get recognition for your community service
Use media (and everything else you have) to get recognition for your community service
Use media (and everything else you have) to get recognition for your community service
Use media (and everything else you have) to get recognition for your community service
Use media (and everything else you have) to get recognition for your community service
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Use media (and everything else you have) to get recognition for your community service

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Use owned, earned and paid media.to score recognition for your community service. Presented to the Lions Club Convention in Brisbane on 18 October 2013.

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Use media (and everything else you have) to get recognition for your community service

  1. 1. Use media to make your Club stand out Bob Crawshaw Kambah Lions Club
  2. 2. Why we need promotion new members events, causes, fund raising earn well deserved recognition
  3. 3. Media environment time poor communications clutter competition
  4. 4. Media messages continuing narrative audience-focused simple human interest & local benefit call to action
  5. 5. Storytelling example
  6. 6. What makes a good media story personal situation linking with Lions how did Lions help how did they do it results next steps
  7. 7. Our audiences who and where are they what benefits do we offer how, where, when to connect
  8. 8. Key influencers some-one in our community using their networks to help Lions
  9. 9. Tell your Club story
  10. 10. Why work with Qld media benefits & risks different environments realistic expectations
  11. 11. What Qld media want from you new and different human interest and local benefit trends (local and national) the st factor images and statistics
  12. 12. Media tools Backgrounder Media Release Media Alert
  13. 13. …and if media is not interested …
  14. 14. Own media
  15. 15. Social media one to one conversations DIY and free intensive brand journalism
  16. 16. Online policy type of information control and privacy frequency & commitment criticism
  17. 17. Paid media
  18. 18. spread Lions stories across earned, own and paid media
  19. 19. Media budget
  20. 20. Schedule your stories
  21. 21. measure your efforts
  22. 22. 30 day club media plan meet to review Club calendar select activities to promote expectations (4/4/1 model) set tasks and $$$$ coordinate with zone/district
  23. 23. light club PR with stories tell them with passion tell them often
  24. 24. Thank you! mob 0401 063 387 email bobcraw@webone.com.au twitter @bobcraw

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