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slideshare.net/bobcraw/launceston-dg-workshop-14-april-2011
Social media   Media Word of mouth   3 Low Cost PR Strategies
Should V2 worry about PR?   attract members maximise income promote services community recognition
PR situation in V2 everyone is time poor everyone is messaged out everyone wants the same eyeballs and ears everyone is a bit wary
PR truths when you don’t promote yourself you’re it triangle of effort clean up the club backroom no silver bullet
PR is like herding cats
brand PR objectives define who to reach clear messages  delivery tactics time and money measurement   V2/Club PR plan
Your brand
What is the Lions brand?
District PR objectives  S  specific - what exactly will we do M  measurable goals A within the culture of Cabinet and clubs   R realistic and achievable T limited by time
what do we do now? (channels, events etc) what works? what do we keep / abandon? Review the battle plan for PR
who are they where are they what do they already know what gets their interest how to reach them V2 audiences
 
some-one using  their networks to help Lions V2 key influencers
 
[object Object],[object Object],[object Object],[object Object],Lion 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
 
Message to a girlfriend
Why should people trust Lions? facts n’ figures case studies research and reports comparisons and contrasts our record   …  tell  stories
Social media   Media Word of mouth   Three low cost strategies
Why work with the media  promote services attract clients increase credibility internal recognition it’s free!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Risk Analysis
Newspapers medium of record publish regularly drives the news cycle most likely to follow up
Other People’s Newsletters
 
deadlines rule relies on easy to get news  stories presented in black and white  limited time for your story easy to get wrong human interest About TV
Radio types of radio 24/7 = information hunger  convenience OBs
Lions Stories Must Be Newsworthy Calendar Dates Topical Issues
Be newsworthy something new human interest + benefit  trends (local and national) quirky facts  the St factor ( first, latest etc)   images statistics  your credibility
DG’s media calendar  December Internl Volunteer Day School year ends  Christmas  November Remembrance Day Melbourne Cup End of university year October Mental Health Week Water Week Mental Health Week Breast Cancer Day September Start of spring Floriade Citizenship Day Father’s Day August Vietnam Veterans Day Missing Persons Week  Hearing Awareness Month Literacy and Numeracy Week July Christmas in July Small Business Awards  Diabetes Week June Environment Day Tax time Ski season  May May Day Mother’s Day Law Week Heart Week Volunteer Week April April Fools  Arthritis Awareness  ANZAC Day Road safety Easter March Internl Women’s Day Clean up Australia  Harmony Day Canberra Day February Return to school Valentines Day January New Year resolutions Australia Day Summer holidays Children with special needs Young people starting work
Be Topical
word of mouth marketing getting others to talk up Lions
How word of mouth works
What word of mouth needs  topics talkers  tools tracking continuity
Frequency of influencer communications Opportunity Opportunity Opportunity
Social media not just for kids  one to one conversations  DIY and cheap as chips  brand journalism
“ Almost 10 million Australians accessed social media websites in December with just under 8 million of those being Facebook members”.
Facebook
Blogs
 
 
Image sharing sites
  Club considerations not all are online type of information control privacy frequency  criticism who does it
Lions PR in combination Radio TV Print events advertising other  Social media Word of mouth Online
Timetable
Budget
communications audit  defining who we need to reach clear messages  delivery systems time and money budget measure your marketing District/Club PR plan
early club PR meeting enlist talent  set expectations  (4/4/1) assemble content triple track strategy DG’s next steps
 
Pr is not about resources it’s about resourcefulness
0401 063 837 0401 063 837 0401 063 837 @bobcraw 0401 063 837 [email_address]

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V2 Workshop 5 Nov 2011

  • 1. to reach more people on a tiny budget Caring is Giving and Sharing
  • 3. Social media Media Word of mouth 3 Low Cost PR Strategies
  • 4. Should V2 worry about PR? attract members maximise income promote services community recognition
  • 5. PR situation in V2 everyone is time poor everyone is messaged out everyone wants the same eyeballs and ears everyone is a bit wary
  • 6. PR truths when you don’t promote yourself you’re it triangle of effort clean up the club backroom no silver bullet
  • 7. PR is like herding cats
  • 8. brand PR objectives define who to reach clear messages delivery tactics time and money measurement V2/Club PR plan
  • 10. What is the Lions brand?
  • 11. District PR objectives S specific - what exactly will we do M measurable goals A within the culture of Cabinet and clubs R realistic and achievable T limited by time
  • 12. what do we do now? (channels, events etc) what works? what do we keep / abandon? Review the battle plan for PR
  • 13. who are they where are they what do they already know what gets their interest how to reach them V2 audiences
  • 14.  
  • 15. some-one using their networks to help Lions V2 key influencers
  • 16.  
  • 17.
  • 18.  
  • 19. Message to a girlfriend
  • 20. Why should people trust Lions? facts n’ figures case studies research and reports comparisons and contrasts our record … tell stories
  • 21. Social media Media Word of mouth Three low cost strategies
  • 22. Why work with the media promote services attract clients increase credibility internal recognition it’s free!
  • 23.
  • 24. Newspapers medium of record publish regularly drives the news cycle most likely to follow up
  • 26.  
  • 27. deadlines rule relies on easy to get news stories presented in black and white limited time for your story easy to get wrong human interest About TV
  • 28. Radio types of radio 24/7 = information hunger convenience OBs
  • 29. Lions Stories Must Be Newsworthy Calendar Dates Topical Issues
  • 30. Be newsworthy something new human interest + benefit trends (local and national) quirky facts the St factor ( first, latest etc) images statistics your credibility
  • 31. DG’s media calendar December Internl Volunteer Day School year ends Christmas November Remembrance Day Melbourne Cup End of university year October Mental Health Week Water Week Mental Health Week Breast Cancer Day September Start of spring Floriade Citizenship Day Father’s Day August Vietnam Veterans Day Missing Persons Week Hearing Awareness Month Literacy and Numeracy Week July Christmas in July Small Business Awards Diabetes Week June Environment Day Tax time Ski season May May Day Mother’s Day Law Week Heart Week Volunteer Week April April Fools Arthritis Awareness ANZAC Day Road safety Easter March Internl Women’s Day Clean up Australia Harmony Day Canberra Day February Return to school Valentines Day January New Year resolutions Australia Day Summer holidays Children with special needs Young people starting work
  • 33. word of mouth marketing getting others to talk up Lions
  • 34. How word of mouth works
  • 35. What word of mouth needs topics talkers tools tracking continuity
  • 36. Frequency of influencer communications Opportunity Opportunity Opportunity
  • 37. Social media not just for kids one to one conversations DIY and cheap as chips brand journalism
  • 38. “ Almost 10 million Australians accessed social media websites in December with just under 8 million of those being Facebook members”.
  • 40. Blogs
  • 41.  
  • 42.  
  • 44. Club considerations not all are online type of information control privacy frequency criticism who does it
  • 45. Lions PR in combination Radio TV Print events advertising other Social media Word of mouth Online
  • 48. communications audit defining who we need to reach clear messages delivery systems time and money budget measure your marketing District/Club PR plan
  • 49. early club PR meeting enlist talent set expectations (4/4/1) assemble content triple track strategy DG’s next steps
  • 50.  
  • 51. Pr is not about resources it’s about resourcefulness
  • 52. 0401 063 837 0401 063 837 0401 063 837 @bobcraw 0401 063 837 [email_address]