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Communicating to Our Community
www.harmony.gov.auwww.ourcommunity.com.au/marketing
Overview           Elements of a 12 month strategy           Social media           Mini - workshops           Share ideas...
Why Raise Awareness?                   Promote services                   Maximise funding                   Attract clien...
Today’s marketing environment                  time poor community                  changing expectations                 ...
Marketing truths   When you don’t promote yourself   No-one but you   The triangle of effort   Clean up the backroom   No ...
Marketing is like herding cats
Communications planning                     Brand                     Communications tune up                     Defining ...
Your brand is importantThe image people associate with your organisation or issueOthers determine brand valueEvery action ...
What is the OZHelp brand?
Set communications objectives     S     Specific - what exactly will you do     M     Measurable goals     A     Agreed - ...
Sample objectivesIn 2012 we want to:   Get 25% more companies involved   Attract media attention to the ALERT program   Bo...
Workshop           Identify communications           objectives for 2012 - 2013
Communications tune - upWhat do we now?What really works?What can be improved?What do we stop doing?
OZ Help audiences                 who are they?                 where are they?                 what do they already know?...
reaching cane growers
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 ...
Key influencers              some-one who can use their networks                     to help or hinder you
Trust imperative                   Academic/expert   64%                   Industry expert   52%                   NGO rep...
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 whale...
Why should people trust you?                  facts n’ figures                  case studies                  stories     ...
Workshop           What are your messages?             Are they persuasive?
Something old, something really old, something new           Media relations             Social media                     ...
The media
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 resol...
Topicality
Handy media tools                    Media backgrounder                    Media releases                       •Personali...
OnlineYour siteOthers’ sitesGovernment sitesMedia sitesIndustry sitesTourist sitesLocal sports sites
Workshop           How can you extend your                media power?
Social mediaDramatic increaseNot just for kidsOne to one conversationsDIY and low costCitizen journalism
It’s not the technologies    It’s not the technologies              themselvesit’s the way they use them used      it’s ho...
Blogs
Youtube
OzHelp and social media    Can social media help    Content    Control    Privacy    Frequency    Answer critics    Respon...
Workshop           How can we use social media?
word of mouth marketing get others to talk about OZHelp
Word of mouth works
Elements of word of mouthTopicsTalkersToolsTrackingContinuity
Recruit influencersFaceto face works best     to faceFaceStoriesExplain tools you arePass-on whoContinuous contactTell sto...
Pass on toolsbusiness cardscontent for social medialeaflets, fliers, brochures, bulletinsready to go copy for newsletters,...
Frequency of influencer communications        Opportunity    Opportunity       Opportunity
Workshop           Could word of mouth              work for you?
Timetable                                                                                  SpringWork rate                ...
Example timetable June – September 2012     Refine strategy for coming 12 months                           Engage commerci...
Continuing conversation              Media relations                Event                  New publication                ...
Put it together  Radio                           Other   TV                             Websites  Newspaper               ...
Budget
Budget options - DIYPlan, manage, coordinateVolunteer communicationsGovernment relationsIndustry leadershipWriteDatabase m...
Budget options - MentoringOnline communicationsPreparing media collateralMedia relationsPresentation training
Budget options - OutsourceCommunications mentoring for staffAdvertisingIssues managementWeb developmentDesign and printing...
ResponsibilitiesRolesSkills auditActions   Plan, manage and coordinate   Write   Speak   Call, greet, meet   Online and vi...
Additional support                     Universities and TAFEs                     Professional bodies                     ...
Measure your marketing
Measure your marketingAdvertising   Inquiries/phone calls              Website visitors              Attendance at events ...
Measure your marketingGovernment relations   Appointments with key people                       Access to decision makers ...
Issues Planning                  Define the issue                  Fix the problem                  Talking points        ...
ChallengesMindsetPlanningBudgetNo follow through
Get ready, set , go
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
Mining and Construction PR Workshop 28 June 2012
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Mining and Construction PR Workshop 28 June 2012

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Mining and Construction PR Workshop 28 June 2012

  1. 1. Communicating to Our Community
  2. 2. www.harmony.gov.auwww.ourcommunity.com.au/marketing
  3. 3. Overview Elements of a 12 month strategy Social media Mini - workshops Share ideas Get it on paper
  4. 4. Why Raise Awareness? Promote services Maximise funding Attract clients Motivate staff Earn recognition
  5. 5. Today’s marketing environment time poor community changing expectations corporate social responsibility communications environment
  6. 6. Marketing truths When you don’t promote yourself No-one but you The triangle of effort Clean up the backroom No silver bullet
  7. 7. Marketing is like herding cats
  8. 8. Communications planning Brand Communications tune up Defining who we need to reach Clear messages Delivery systems Time and money Responsibilities Measure your marketing
  9. 9. Your brand is importantThe image people associate with your organisation or issueOthers determine brand valueEvery action shapes your brandBranding is the bedrock of communications
  10. 10. What is the OZHelp brand?
  11. 11. Set communications objectives S Specific - what exactly will you do M Measurable goals A Agreed - by your Board etc R Realistic and achievable T Limited by time
  12. 12. Sample objectivesIn 2012 we want to: Get 25% more companies involved Attract media attention to the ALERT program Boost demand for the Hard Hat Chat program Secure $100 000 in new sponsorships
  13. 13. Workshop Identify communications objectives for 2012 - 2013
  14. 14. Communications tune - upWhat do we now?What really works?What can be improved?What do we stop doing?
  15. 15. OZ Help audiences who are they? where are they? what do they already know? what gets their interest? Key Audiences best ways to reach them?
  16. 16. reaching cane growers
  17. 17. Hinchinbrook Shire14 000 peopleHerbert River Express4KZ and ABC TvlleAustralian-Italian Festival in May
  18. 18. 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
  19. 19. Key influencers some-one who can use their networks to help or hinder you
  20. 20. Trust imperative Academic/expert 64% Industry expert 52% NGO rep 45% Person like me 44% CEO 40% Govt official 35% Employee 32%
  21. 21. What key influencers do?They provide: language credibility communications
  22. 22. Workshop Who are your audiences? Is there a priority? Who can help you reach them?
  23. 23. 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
  24. 24. Why should people trust you? facts n’ figures case studies stories research and reports comparisons contrasts s tor ies ea ll record abov previous …
  25. 25. Workshop What are your messages? Are they persuasive?
  26. 26. Something old, something really old, something new Media relations Social media More expensive Word of mouth strategies
  27. 27. The media
  28. 28. PrintMedium of recordPublish regularlyDrives news cyclesNumerous opportunitiesMore likely to follow up stories
  29. 29. Tips for PrintEditorial calendarsDifferent sections of the paperLetters to the EditorOpinion-Editorial
  30. 30. Others’ NewslettersThe Editor needs…. 100 words 250 words 500 words Image and logo
  31. 31. About TVDeadlines ruleReliance on easy to get newsStories presented in black and whiteLimited time for your story
  32. 32. RadioTypes of radio24/7 hungerConvenienceOBs, Black Thunders
  33. 33. The media is attracted by… Newsworthy Calendar Dates Topical Issues
  34. 34. 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
  35. 35. Topicality
  36. 36. Handy media tools Media backgrounder Media releases •Personalities •Events •Comment on trends Media alerts
  37. 37. OnlineYour siteOthers’ sitesGovernment sitesMedia sitesIndustry sitesTourist sitesLocal sports sites
  38. 38. Workshop How can you extend your media power?
  39. 39. Social mediaDramatic increaseNot just for kidsOne to one conversationsDIY and low costCitizen journalism
  40. 40. It’s not the technologies It’s not the technologies themselvesit’s the way they use them used it’s how you are being
  41. 41. Blogs
  42. 42. Youtube
  43. 43. OzHelp and social media Can social media help Content Control Privacy Frequency Answer critics Responsibilities Copyright
  44. 44. Workshop How can we use social media?
  45. 45. word of mouth marketing get others to talk about OZHelp
  46. 46. Word of mouth works
  47. 47. Elements of word of mouthTopicsTalkersToolsTrackingContinuity
  48. 48. Recruit influencersFaceto face works best to faceFaceStoriesExplain tools you arePass-on whoContinuous contactTell storiesBe specificThank and rewardContinuous contact
  49. 49. Pass on toolsbusiness cardscontent for social medialeaflets, fliers, brochures, bulletinsready to go copy for newsletters, websitesvideo, audio, imagessamples
  50. 50. Frequency of influencer communications Opportunity Opportunity Opportunity
  51. 51. Workshop Could word of mouth work for you?
  52. 52. 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
  53. 53. 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
  54. 54. Continuing conversation Media relations Event New publication Word of mouth & social media Talk continually about your brand
  55. 55. Put it together Radio Other TV Websites Newspaper Social media Word of mouth
  56. 56. Budget
  57. 57. Budget options - DIYPlan, manage, coordinateVolunteer communicationsGovernment relationsIndustry leadershipWriteDatabase managementEventsWord of mouth marketing
  58. 58. Budget options - MentoringOnline communicationsPreparing media collateralMedia relationsPresentation training
  59. 59. Budget options - OutsourceCommunications mentoring for staffAdvertisingIssues managementWeb developmentDesign and printingMedia trainingPhotography
  60. 60. ResponsibilitiesRolesSkills auditActions Plan, manage and coordinate Write Speak Call, greet, meet Online and video skills Training and development
  61. 61. Additional support Universities and TAFEs Professional bodies Businesses Individual professionals Volunteering ACT
  62. 62. Measure your marketing
  63. 63. 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
  64. 64. 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
  65. 65. Issues Planning Define the issue Fix the problem Talking points Spokespersons Who else can help Board and staff buy-in
  66. 66. ChallengesMindsetPlanningBudgetNo follow through
  67. 67. Get ready, set , go

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