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PR Workshop for Canberra Lions Clubs

Date post:16-Jul-2015
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  • pr primer for your Club

  • share Club plans

  • essentials

    low cost strategies

    crafting plans

    media releases

    swap ideas

    workshop overview

  • module #1: planning

  • triangle of effort

    tidy the backroom

    no silver bullet

    sticking power

    youre it

    internal home truths

  • time poor community

    changing attitudes

    pressure on people

    communications fever

    external home truths

  • Why promote Lions?

    why promote lions?

    objectives

  • audit

    objectives

    audiences & messages

    delivery

    time, money, measure

    roles

    pr plan musts

  • pr objectives

    S what do we want to achieve

    M measurable

    A agreed

    R realistic

    T time and resources

  • in 2015 we want to:get 5 new members increase funds by 15% be locally recognised

    example objectives

  • what are your PR objectives?

  • audit

  • module # 2: audiences

  • define audience

    who?

    where?

    what interests them?

    what they know?

    how I reach them?

  • todays audiences

    theyre busy . keep it sharp

    theyre sophisticated . they expect quality

    theyre sceptical . you must earn trust

    theyre overloaded . get their interest

    theyre diverse . be inclusive

    theyre connected . be digital

  • tips for finding audiences

  • 14 000 people

    Herbert River Express

    4KZ and ABC Townville

  • whos your audience?

  • module #3: messages

  • understandable

    relevant

    consistent

    local

    tips for messages

  • 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?

  • statistics

    case studies

    research & reports

    compare and contrast

    past achievements

    above all stories

    tips on persuasion

  • example

  • personal

    links to Lions

    results

    next steps

    tips for stories

  • if you want to help others join a Lions Club.

    because last year we collected disused eyeglasses for people in

    developing countries, gave millions to local

    and national causes, helped kids walk

    and thats just the start

  • whats your message?

  • module #4: the canberra media

  • canberra newspapers

  • record I online I regular I news cycle I follow up

    the power of paper

  • calendar-driven

    feature sections

    letters to the editor

    opinion-editorial

    tips for print

  • community papers

  • canberra television

  • deadlines

    easy to get news

    limited time

    provide pictures

    tips for television

  • canberra radio

  • radio formats

    24/7 hunger

    @ your convenience

    tips for radio

  • what canberra media need

    new

    local

    human interest

    trends

    images & statistics

  • tools

    backgroundermedia release media alert

  • how will you engage the media?

  • OWN MEDIA

    module #5: online media

  • club websites

  • social media

  • age of the image

  • content club, community, corporate

  • integration

  • so post early & often

  • how will you use social media?

  • how wom works

  • topics

    talkers

    tools

    tracking

    continuity

    tips for wom

  • some-one with networks

    who can help or hinder Lions

    key influencers

  • influencial help

    :

    connections

    credibility

    communications

    language

    resources

  • Lions Australia

    trust is contagious

  • business cards

    content including:

    social media

    leaflets, fliers, brochures, etc

    made up text for newsletters etc

    video, audio, images

    invitations, freebies

    pass-on tools

  • tips on timing

    * * *

  • can word of mouth work for you?

  • budget

  • timetable

    synchronicity I 4-part pr I event-driven

  • roles scribe, snapper, talker

  • measure pr progress

    Objectives

    media

    word of mouth marketing

    social media

    events

    quarterly after major events

  • whats your 2015 plan?

  • craft the calendar

    gain approval

    do & measure

    report & refine

    sell pr to your Club

  • 0401 063 387

    [email protected]

    @bobcraw

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