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Case study: communicating quickly to a diverse audience

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Case study for the 2010 8th Annual Media Relations Conference: Communicating quickly and effectively to a diverse audience

The Northland Regional Council needs to communicate with a large and diverse audience and deliver clear messages to the public. We are using a range of tools including social media to communicate the outcomes of council meetings, civic issues during public consultation and natural disaster threats.

The presentation highlights three areas:
- success using Twitter
- using your website in times of crisis
- media and online monitoring

Published in: Technology, News & Politics
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Case study: communicating quickly to a diverse audience

  1. 1. Putting Northland first 2010 Media Relations Conference. case study:  how we do things at our place
  2. 2. Putting Northland first 2010 Media Relations Conference. what I’ll talk about  a bit about us  how we use Twitter  using our website in a crisis  online media monitoring  learnings & tips
  3. 3. Putting Northland first 2010 Media Relations Conference. what we do environmental management public transport flood protection research consents harbour safety weed & pest control civil defence education awards regional planning economic development tourism promotion
  4. 4. Putting Northland first 2010 Media Relations Conference. our messages  informing our citizens  engaging community on issues  positive environmental action  civil defence alerts & action
  5. 5. Putting Northland first 2010 Media Relations Conference. council and media local body politics is about:  change and emotion  opposing points of view  criticism and blame  winning and losing
  6. 6. Putting Northland first 2010 Media Relations Conference. how we operate  small communications team  staff induction – media policy  compulsory media training  see media as an opportunity
  7. 7. Putting Northland first 2010 Media Relations Conference. what makes news
  8. 8. Putting Northland first 2010 Media Relations Conference. how we use Twitter.
  9. 9. Putting Northland first 2010 Media Relations Conference.
  10. 10. Putting Northland first 2010 Media Relations Conference. objectives & metrics Objective Measure Extend reach of existing corporate messages online (e.g. news, speeches, web updates, YouTube videos) by building relationships with relevant audiences including intermediaries, stakeholders, and key influencers such as journalists and bloggers Number of followers; relevance and type of followers; number of web traffic referrals from Twitter to our website content Provide an informal, ‘human’ voice of the organisation to promote comprehension of and engagement with our corporate messages. Feedback from followers (unsolicited and solicited) Provide thought leadership and credibility, increasing our visibility as the experts in our remit within the online space Feedback from followers (unsolicited and solicited); number of re-tweets (Twitter users repeating our updates); clickthroughs from our tweets Provide an additional, low-barrier method for audiences to interact with the Regional Council provide feedback, seek help and suggest ideas Volume and quality of @reply and DM contact from followers; impact of this feedback on the Regional Council Provide live coverage of events (such as policy launches, media briefings, council and committee meetings) for those who cannot attend Number of events covered per year; positive feedback on that coverage
  11. 11. Putting Northland first 2010 Media Relations Conference.  www.nrc.govt.nz/twitter
  12. 12. Putting Northland first 2010 Media Relations Conference. Civil Defence alerts
  13. 13. Putting Northland first 2010 Media Relations Conference. publish tips & facts
  14. 14. Putting Northland first 2010 Media Relations Conference. live stream events
  15. 15. Putting Northland first 2010 Media Relations Conference. ask for help or ideas
  16. 16. Putting Northland first 2010 Media Relations Conference. thank those that help
  17. 17. Putting Northland first 2010 Media Relations Conference. link to photos
  18. 18. Putting Northland first 2010 Media Relations Conference. respond to queries
  19. 19. Putting Northland first 2010 Media Relations Conference. go behind-the-scenes
  20. 20. Putting Northland first 2010 Media Relations Conference. create lists
  21. 21. Putting Northland first 2010 Media Relations Conference. Twitter success  work openly, be accountable  keeps our citizens informed  extended our audience reach  provide additional media alerts
  22. 22. Putting Northland first 2010 Media Relations Conference. using our website.
  23. 23. Putting Northland first 2010 Media Relations Conference.
  24. 24. Putting Northland first 2010 Media Relations Conference.
  25. 25. Putting Northland first 2010 Media Relations Conference. using your website  make it easy to access & find  update, update, update – 24hrs  flexible, relevant, authoritative  provide online image gallery  helps with media queries
  26. 26. Putting Northland first 2010 Media Relations Conference. Just wanted to congratulate you on a fantastic website for Northland Civil Defence, with very up-to-date information. It’s a very valuable resource. Congrats to those who spend time keeping it up-to-date.  Breakfast TV, Television New Zealand (July 2008) ” “
  27. 27. Putting Northland first 2010 Media Relations Conference. media monitoring.
  28. 28. Putting Northland first 2010 Media Relations Conference. www.google.com/alerts
  29. 29. Putting Northland first 2010 Media Relations Conference. www.google.com/alerts
  30. 30. Putting Northland first 2010 Media Relations Conference. www.netvibes.com
  31. 31. Putting Northland first 2010 Media Relations Conference. www.addictomatic.com
  32. 32. Putting Northland first 2010 Media Relations Conference. www.icerocket.com
  33. 33. Putting Northland first 2010 Media Relations Conference. www.socialmention.com
  34. 34. Putting Northland first 2010 Media Relations Conference. www.socialmention.com
  35. 35. Putting Northland first 2010 Media Relations Conference. www.keotag.com
  36. 36. Putting Northland first 2010 Media Relations Conference. youropenbook.org
  37. 37. Putting Northland first 2010 Media Relations Conference. summing up  train your key staff  be open and honest  media is only one channel  prepare a crisis plan  monitor, prepare, monitor
  38. 38. Putting Northland first 2010 Media Relations Conference. Thank you. @WebTaniwha | jasond@nrc.govt.nz Jason Dawson General Manager - Community Relations 0800 002 004 www.nrc.govt.nz

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