PR for Lions Districts

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Six steps to promoting one of Australia's largest, most successful and enduring not for profit organisations: the Lions Clubs of Australia. Ideas shared with the incoming national leadership team.

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PR for Lions Districts

  1. 1. Re-imagine the Lions conversationPublic relations – low cost PR for Districts
  2. 2. Scope
  3. 3. Why tell the Lions storyongoing recruitment of new membersongoing retention of current memberscontinuing community supportcontinuing community recognition
  4. 4. Community environmenttime poorcluttercompetitionevolving volunteer models
  5. 5. brand and 0bjectivesreviewaudiences and messagesdeliverytime and moneymeasureDGs 6-point plan
  6. 6. Branding
  7. 7. what is your Lions brand?
  8. 8. District objectivesS m a r t
  9. 9. In the next 12 months I want to increase membership by 5%Promotion-wise I will do this by….getting premium media coverage for one key eventin my areaencouraging clubs to adopt or contributeto Lions’ social media platformsarranging Lions’ community service announcementsto air in one or more markets
  10. 10. what did we do last yearwhat workedwhat didn’twhat will we keepwhat do we stopCabinet review
  11. 11. who are theywhere are theywhat interests themtheir knowledge of Lionshow can we engage in conversation
  12. 12. some-one using their networksto help LionsKey influencers
  13. 13. Who Aussies trust
  14. 14. not about us … about themunderstandableconsistentlocalglobal themesLions’ messages
  15. 15. Present credibilityfacts n’ figurescase studiesresearch and reportscomparisons and contrastsour record of local service
  16. 16. DG as storyteller-in-chief
  17. 17. What are your messagesWhat is your story
  18. 18. owned mediaearned mediapaid mediaDelivery
  19. 19. benefitsrisksdifferent environmentsrealistic expectationsWorking with media
  20. 20. Be newsworthy something newhuman interestlocal benefittrends (local and national)the St factor (first, latest etc)images and statistics
  21. 21. DG’s media toolsmedia backgroundermedia releases•personalities•eventsmedia alertsone opinion piece
  22. 22. Own media
  23. 23. Social mediaone to one conversationsDIYfree but intensivebrand journalism
  24. 24. DG social media policynot all are onlinetype of informationcontrol and privacyfrequency and commitmentcriticism
  25. 25. Paid media
  26. 26. Reach
  27. 27. Budget
  28. 28. Timetable
  29. 29. measureevaluatechange
  30. 30. reviewbrand and 0bjectivesaudiences and messagesdeliverytime and moneymeasure6-point plan
  31. 31. cabinet reviewalign club calendarsdistrict and national needsset expectations (4/4/1)Become the chief storytellerDGs first 100 days
  32. 32. ContactTel: 0401 063 387Email: bobcraw@webone.com.auTwitter: @bobcraw

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