Katie Randerson, head of communications, Combat Stress Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

1. MANAGING
EXPECTATIONS
Katie Randerson
Charitycomms PR Network workshop
November 2014

2. • Where I am now
• Where I was from 2008 – 2013
• What led me to the Panda…
• KT Consulting
• Communications & PR consultancy
in global business and third sector
Why I’m here

3. What does that mean..?
Managing expectations with senior management, internal clients
and journalists.
What do you want to find out this afternoon?
How do we find the answers?

4. The fundamentals
• What might they expect?
• Lots of media coverage
• All with our name and key messages
• When and how we want it
• …
• But what does ‘PR’ mean?
• Media (earned, owned) (bought)
• Events and promotions
• Digital and social media
• Reputation and audience relationships
• …
• And what’s newsworthy?

5. Understand where we add value
Comms &
PR
Marketing
Fundraising
Mission

6. Use communicators’ skills
Define your
target audience
• What motivates them?
• What do they need to
deliver?
• The Mission?
• Funds?
• Influence?
• Plan what you want them to
Think
Feel
Do…
Plan your route and
messaging
• Speak the same language
• Words or figures?
• Charts or papers?
• Strategies or tactics?
• Decide where and when
• Opportunities
• Frequency
• Show the benefits,
not the components

7. Valuing media coverage
• Combat Stress
the leading Veterans’ mental health charity
• 95th anniversary on 2 May 2014
• Traditional media + online Thunderclap based on statistics news
• >986 articles across print and broadcast media
including Radio 4 Today and PM + 720 further broadcast media items
The Guardian front/page 2 feature and 33 further print articles.
Audience reach >3 million plus ‘Thunderclap’ reaching 2 million+
online,
with  website hits, donations (£ ) and Helpline calls ( Veteran
support).
• Newsnight feature in September 2014
• Independent film and interview in response
• Clarifying and positioning the role of communications and
media.

8. Managing positives and negatives
• “no-one’s heard of us”
• “we didn’t know it was
coming”
• “I don’t do the internet”
• “that was last month,
what’s next?”
• “I thought I’d better
mention …”
• “it was good that we
kept everyone in the
loop”
• “we need to do more
of that”

9. Global event, local delivery
• WWF’s Earth Hour

10. Building the case for support
• In 2008, a Board-level mandate but little internal prioritisation
• Building excitement and internal engagement
• Getting everyone involved (or nearly)
• A cross-divisional steering group
• And integrated delivery teams
• Finding the right targets (KPIs) for different audiences
• Climate change mandate - influence
• Brand awareness and public engagement through promotions
• PR programme, outside the usual press office remit
• ? Fundraising
• BUT a long-term strategy, still evolving after five years.

11. The consultant’s approach
Ask the
experts
Don’t over-
promise
Find
alternatives
More positives,
fewer
negatives
Create a
central idea
Monitor,
evaluate,
adjust

12. News value
• Timing
• Significance/impact
• Proximity
• Prominence
• Human interest
• Drama
• Adding value
• Financial
• Readership and reach
• Conversations
• Influence
• Engagement
• Behaviour change
•Innovation

13. Top tips
1. Mind your language; actions and words
2. Know your audience
3. Choose your tools
4. Sell the benefits, not the features
5. Show why stories matter (what has impact for them)
6. Evaluate and demonstrate success - or solutions
7. Get them involved
8. Internal PR
Further resources:
charitycomms.org.uk/dealing-with-ceos-who-don-t-understand-the-media
Charitycomms

14. Q & A
Thanks for your interest and feedback
Katie Randerson
katie.randerson@combatstress.org.uk
Charitycomms 13.11.14

15. Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk

16. PR Network
13 November 2014
London
#charityPR
PR Network
Managing expectations
of senior management