Build Up Slide Let’s look reaching can producers using geographic segmentation. We know that sugar cane grows in three states: 95% comes from QLD 5% comes from NSW WA grows a small amount in the Ord River. Breaking that down further
Build Up slide In QLD a key geographic area in Far North Queensland. Within FNQ, the Shire of Hinchinbrook is a key area for growers.
Using geography let’s put a face to the cane growing constituency of Australia: 14 000 people live in the shire. Herbert River Express is the local (weekly) paper and that is published by the Townsville daily Bulletin 4KZ Innisfail is the most listened to commercial station and likes to carry news of interest to people in the area. May 2004 Australian-Italian Festival is the biggest event in the area and a good way to reach a lot of locals people in a short time. And for Key stakeholders we know that: Mayor Keith Phillips is a member of Lions. Three of the councilors are long time cane growers (Arthur Bosworth, Sherry Kaurila and Paul Mizzi) Male councilors all have fishing and boating as a common hobby.
Let us take a stroll then, through this online world and see what has changed in strategic communication, strategic influence and online Government, and what lessons we can draw from it. CHANGE While new media technologies are in themselves pretty old hat, it is the way that they are being used which is innovative and unpredictable. And because they are already impacting on Australia right now, and have the capacity to be even more unsettling in the future, we need to pay attention to them. It is important to state that these technologies in themselves do not cause change, but are change agents, and enablers.
If Facebook were a country it would be the world’s 3rd largest. Over 500 million users. 70% outside the United States. In 70 languages. Most of the young people on it have now forsaken traditional email. They now use Facebook for their email service. Employers now frequently look at facebook pages of prospective staff. The media often to facebook sites of military victims of Afghanistan, for example. In Australia 21.5 million Australians. About 11 million to date are on Facebook with over 8 million “active” monthly. The most popular sites are lifestyle ones – there are a few activist ones, but with relatively small membership
Hinchinbrook Shire14 000 peopleHerbert River Express4KZ and ABC TvlleAustralian-Italian Festival in May
Today’s audiencesThey’re busy ….. so ….. keep it short and sharpThey’re sophisticated ….. so ….. they expect you to be goodThey’re sceptical ….. so ….. earn their trustThey’re swimming in information …so ... be relevantThey’re diverse ….. so ….. be respectful
Key influencers some-one who can use their networks to help or hinder you
Trust imperative Academic/expert 64% Industry expert 52% NGO rep 45% Person like me 44% CEO 40% Govt official 35% Employee 32%
What key influencers do?They provide: language credibility communications
Workshop Who are your audiences? Is there a priority? Who can help you reach them?
Messages“Trade is important for Australia: 1 in 5 jobs depends on trade” DFAT “This is about whales for lunch not whales for science” Anthony Albanese MP “Make Poverty History” Bob Geldorf understandable relevant consistent
Why should people trust you? facts n’ figures case studies stories research and reports comparisons contrasts s tor ies ea ll record abov previous …
Workshop What are your messages? Are they persuasive?
Something old, something really old, something new Media relations Social media More expensive Word of mouth strategies
PrintMedium of recordPublish regularlyDrives news cyclesNumerous opportunitiesMore likely to follow up stories
Tips for PrintEditorial calendarsDifferent sections of the paperLetters to the EditorOpinion-Editorial
Others’ NewslettersThe Editor needs…. 100 words 250 words 500 words Image and logo
About TVDeadlines ruleReliance on easy to get newsStories presented in black and whiteLimited time for your story
RadioTypes of radio24/7 hungerConvenienceOBs, Black Thunders
The media is attracted by… Newsworthy Calendar Dates Topical Issues
Tip: Use the calendar January February March April New Year resolutions Return to school Internl Women’s Day April Fools Australia Day Valentines Day Clean up Australia Arthritis Awareness Summer holidays Harmony Day ANZAC Day Children with special needs Canberra Day Road safety Young people starting work Easter May June July August May Day Environment Day Christmas in July Vietnam Veterans Day Mother’s Day Tax time Small Business Awards Missing Persons Week Law Week Ski season Diabetes Week Hearing Awareness Month Heart Week Literacy and Numeracy Week Volunteer Week September October November December Start of spring Mental Health Week Remembrance Day Internl Volunteer Day Floriade Water Week Melbourne Cup School year ends Citizenship Day Mental Health Week End of university year Christmas Father’s Day Breast Cancer Day
Timetable SpringWork rate Winter Summer Autumn Continuing conversation Prepare com m unications Engage key influencers Annual fund raising event Issue special report to the m aterials m edia PR activity
Example timetable June – September 2012 Refine strategy for coming 12 months Engage commercial photographer Increase case studies and stories Develop issues management plan Redevelop website Social media policy Communications mentoring for staff begins October – December 2012 Site visit by funding agencies Trial social media Step up media efforts January – March 2013 Launch research/white paper Sponsorship drive Media relations April – June 2011 Major event Opportunistic media comment
Continuing conversation Media relations Event New publication Word of mouth & social media Talk continually about your brand
Put it together Radio Other TV Websites Newspaper Social media Word of mouth
Measure your marketingAdvertising Inquiries/phone calls Website visitors Attendance at events Feedback Numbers attendingEvents Numbers of VIPs Media coverage Our assessment of success Number of media items Favourability of coverage achievedMedia Requests from the media for information “Share of media voice” Numbers of unique visitors Time on site/pageWebsite Page rankings Feedback obtained through the site
Measure your marketingGovernment relations Appointments with key people Access to decision makers Invitations to participate in government publications, events, panels Number of MPs and officials at events, site visits etc Staff and Board’s subjective assessment of the state of relationshipsSector leadership Reaction to our efforts Invitations to be on panels etc Other organisations seek our views Media requests for information
Issues Planning Define the issue Fix the problem Talking points Spokespersons Who else can help Board and staff buy-in
ChallengesMindsetPlanningBudgetNo follow through