Welcome to: Get more media coverage for your cause. Nick Day. Marketing Practitioner Consultant Trainer

Transcription

1 Welcome to: Get more media coverage for your cause Nick Day Marketing Practitioner Consultant Trainer

2 Our agenda Developing a media plan Using press releases well How to handle journalists & editors Tips for using social media to share and comment on news Some examples of charity successes

3 Developing a media plan

4 Developing a media plan Objective Target audience SMART objective Clear about what you want to achieve Identified stakeholders Know who you want to reach

5 Identify key stakeholders Board Members Donors High Value Medium Value Low Value Media: National Local Specialist Organisation Customers High Value Medium Value Low Value Suppliers Other Organisations Volunteers Government: Local National Business: Philanthropic CSR aware Patrons

6 Developing a media plan Objective Target audience Context SMART objective Clear about what we want to achieve Identified audience Know who we want to reach What is the current situation? Understand the audience, their barriers & motivations

7 Getting the right context Isolate the key components: who, why, when, where, what, how Create a SWOT analysis Strengths, Weaknesses, Opportunities, Threats Think like the audience How does this affect them?

8 Developing a media plan Objective Target audience Context Communications channels SMART objective Clear about what we want to achieve Identified audience Know who we want to reach What is the current situation? Understand the audience & barriers Know how the audience gets trusted information and identify ways to reach them

9 Getting the right channels Consider all the audience touch points Identify and prioritise the most effective channels to reach

10 Audience touch points Professional advisors Family influencers Peer groups Informal advisors Target audience Working life Information windows Leisure & personal relaxation Social life

11 Channels Those you own: your website & blog Those you share: your social media Those you don t own: the media What channels are best to reach your identified stakeholders?

12 Developing a media plan Objective Target audience Context Communications channels Communications strategy SMART objective Clear about what we want to achieve Identified audience Know who we want to reach What is the current situation? Understand the audience & barriers Know how the audience gets trusted information and identify ways to reach them Develop a strategy to engage & involve the audience

13 Think-Act-Change Unaware Aware Preparing Where are our audience? What are we trying to do? Maintaining Acting

14 Creating an effective communications strategy Combine your key components statement with your context and audience understanding What is the core motivator that will engage them? The so what factor? Create a central communications proposition and core thought Underpin with key messages

15 Developing a media plan Objective Target audience Context Communications channels Communications strategy Communications deployment SMART objective Clear about what we want to achieve Identified audience Know who we want to reach What is the current situation? Understand the audience Know how the audience gets trusted information and identify ways to reach them Develop a strategy to involve the audience Implementation of tactics to reach, engage and create action

16 Deploying Audience action How can you help your audience to take action? Audience engagement How can you get the audience to respond to your messages? Audience reach How can you ensure your messages reach the audience?

17 The right tactics How will your information stick? Can you create two-way communications? How can you make action easy? How can you give positive reinforcement when they take action?

18 Developing a media plan Objective Target audience Context Communications channels Communications strategy Communications plan Evaluation and development SMART objective Clear about what we want to achieve Identified audience Know who we want to reach What is the current situation? Understand the audience Know how the audience gets trusted information and identify ways to reach them Develop a strategy to involve the audience Implementation of tactics to reach, engage and create action Measure the change that takes place Learn, inform and improve communications

19 Measuring change Press release to published ratio Journalist & editor interactions Visits to and interactions with website news and press pages Blog post comments and interactions Active followers on social media

20 Using press releases well

21 The press release essentials Who Why When Where What How Who are the subject and object of the press release Why is this relevant / should we be bothered now? What s the timescales, when did it/will it happen? Is it an event, is it in a particular town/city/country? What s exactly is going on? How will all of this work?

22 Press release do s and don ts üget all the relevant information into the first paragraph üuse quotes to add to the story and express opinion ûwrite the story for the journalist ûgive strong opinions in the copy übe direct and straightforward in language ümake it clear what the offer is ûspread core information throughout the press release ûinclude a lot of detail in the copy ümake it very simple for them to file the piece ûuse acronyms or euphemisms ûtry to be funny or ironic

23 Submitting your Press Release Check the guidelines of the media organisation first! Some prefer that you upload the press release directly to their website over a secure submission platform Many expect to receive by Release

24 Submitting by Subject line to excite and generate interest NEVER attach anything put text into the body and have hyperlinks to images on a cloud server Personalise the message Segment your circulation list and vary content & style appropriately

25 Passing the So What Test All communications must compete for the audience s attention There s a lot of noise out there Most media consumption is passive we must grab the audience s attention Does what you want to communicate pass the so what test?

26 How to handle journalists & editors

27 How they find you Google Previous coverage Previous contact Personal connection Recommendation from colleague First organisation think of Social media

28 What are they looking for? Information Action Response Statement Help Clarification Development

29 Journalists & Editors Identify via the publications and websites of those of interest to you and media directories Researching and profiling them as individuals will help you understand what they are interested in! Invite them to visit you (perhaps at a project); meet them for lunch or coffee and a chat; or go and visit them!

30 Journalists & Editors Ask their advice. Simply ask them what sort of stories they are interested in and which of your stories are likely to be of interest. Local media are there to reflect what s going on locally, and to report local news. What are you doing that is of local interest? Stories are what they are after Press releases are essential

31 Using Social Media

32 Journalists & Social Media Reliability of social media posts questioned, but used anyway! Consumer opinion more trusted than the organisation opinion Publish first, correct if necessary Less bound by journalistic rules on social media ING Group Survey 2014

33 Journalists & Social Media User-generated content widely used in news and expected to grow Less fact-checking to be done in the future Journalism expected to be driven by clicks and views more than by content ING Group Survey 2014

34 ING Group Survey news/nw/2014-study-impact-of- Social-Media-on-News-morecrowdchecking-lessfactchecking.htm

35 Social media guidelines Create excitement: Provide unique perspectives Post content that invites response and broaden the conversation by citing others and allowing content to be shared Be thought-provoking and build a sense of community

36 Social media guidelines Write what you know: lf questions come up outside your area of expertise, pass them along to the appropriate person

37 Social media guidelines It s a conversation: Speak in clear, jargon-free language, avoiding overly "composed" language, block capitals or over-using exclamation marks. Post when you have something to add to the debate, not just for the sake of promoting Reply quickly, when a response is appropriate, honestly answering questions When disagreeing with others' opinions, adopt a courteous, friendly tone

38 Social media guidelines Consider different media: Would this be better addressed in a video or a podcast?

39 Social media guidelines Respect your audience: Audiences have diverse perspectives Be careful with potentially objectionable or inflammatory topics like politics, religion or animal testing

40 Social media guidelines Be the first to respond to your own mistakes: Correct them quickly, making it clear that you have done so This can turn a mistake into positive word of mouth

41 #NoMakeUpSelfie Media: Twitter

42 The idea People (predominately women) taking pictures of themselves or selfies without make up on, to raise awareness around breast cancer Did not originate from CRUK!

43 The idea Within a day CRUK clearly saw they had a trend on the go, and they needed to stoke the social fire. They started replying to the selfies and posting some themselves. Connected the brand to the viral campaign by interacting with, encouraging and thanking followers

44 The results

45 The results 8m in donations to CRUK in 6 days /2014/mar/25/no-makeup-selfiescancer-charity

46 What can we learn Interact with your fans on social media channels Be so good and compelling at what you do, that consumers will want to start campaigns without you Be humble. Cancer Research were humble in the above examples and this resonates with their fans

47 Thank You Nick Day Marketing Practitioner Consultant Trainer