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PR Workshop for Canberra Lions Clubs

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Learn how to develop a 12-month PR plan for your Lions Club for less than $500.

Published in: Government & Nonprofit
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PR Workshop for Canberra Lions Clubs

  1. 1. pr primer for your Club
  2. 2. share Club plans
  3. 3. essentials low cost strategies crafting plans media releases swap ideas workshop overview
  4. 4. module #1: planning
  5. 5. triangle of effort tidy the backroom no silver bullet sticking power … you’re it internal home truths
  6. 6. time poor community changing attitudes pressure on people communications fever external home truths
  7. 7. Why promote Lions? why promote lions? objectives
  8. 8. audit objectives audiences & messages delivery time, money, measure roles pr plan musts
  9. 9. pr objectives S what do we want to achieve M measurable A agreed R realistic T time and resources
  10. 10. in 2015 we want to: •get 5 new members •increase funds by 15% •be locally recognised example objectives
  11. 11. what are your PR objectives?
  12. 12. audit
  13. 13. module # 2: audiences
  14. 14. define audience who? where? what interests them? what they know? how I reach them?
  15. 15. today’s audiences they’re busy …. keep it sharp they’re sophisticated …. they expect quality they’re sceptical …. you must earn trust they’re overloaded …. get their interest they’re diverse …. be inclusive they’re connected …. be digital
  16. 16. tips for finding audiences
  17. 17. 14 000 people Herbert River Express 4KZ and ABC Townville
  18. 18. who’s your audience?
  19. 19. module #3: messages
  20. 20. understandable relevant consistent local tips for messages
  21. 21. more tips for messages 3 – 5 key messages messages & situations active voice (25 words or less] year 9 level … and no ‘Lion-isms’ What do we want people to know about Lions?
  22. 22. statistics case studies research & reports compare and contrast past achievements …above all stories tips on persuasion
  23. 23. example
  24. 24. personal links to Lions results next steps tips for stories
  25. 25. ‘ifyou want to help others join a Lions Club.’ ‘becauselast year we collected disused eyeglasses for people in developing countries, gave millions to local and national causes, helped kids walk … and that’s just the start’
  26. 26. what’s your message?
  27. 27. module #4: the canberra media
  28. 28. canberra newspapers
  29. 29. record I online I regular I news cycle I follow up the power of paper
  30. 30. calendar-driven feature sections letters to the editor opinion-editorial tips for print
  31. 31. community papers
  32. 32. canberra television
  33. 33. deadlines easy to get news limited time provide pictures tips for television
  34. 34. canberra radio
  35. 35. radio formats 24/7 hunger @ your convenience tips for radio
  36. 36. what canberra media need new local human interest trends images & statistics
  37. 37. tools backgrounder media release media alert
  38. 38. how will you engage the media?
  39. 39. OWN MEDIA module #5: online media
  40. 40. club websites
  41. 41. social media
  42. 42. age of the image
  43. 43. content … club, community, corporate
  44. 44. integration
  45. 45. so post early & often
  46. 46. how will you use social media?
  47. 47. how wom works
  48. 48. topics talkers tools tracking continuity tips for wom
  49. 49. some-one with networks who can help or hinder Lions key influencers
  50. 50. influencial help : connections credibility communications language resources
  51. 51. Lions Australia trust is contagious
  52. 52. business cards content including: • social media • leaflets, fliers, brochures, etc • made up text for newsletters etc • video, audio, images • invitations, ‘freebies’ pass-on tools
  53. 53. tips on timing * * *
  54. 54. can word of mouth work for you?
  55. 55. budget
  56. 56. timetable synchronicity I 4-part pr I event-driven
  57. 57. roles– scribe, snapper, talker
  58. 58. measure pr progress Objectives media word of mouth marketing social media events quarterly after major events
  59. 59. what’s your 2015 plan?
  60. 60. craft the calendar gain approval do & measure report & refine sell pr to your Club
  61. 61. 0401 063 387 bobcraw@webone.com.au @bobcraw

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