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Communications and Outreach Workshop
North American Safe Boating CampaignAugust 21, 2012
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Messaging & media
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GOAL: Increase awareness of boating safety issues and increase the use of life jackets. (Strategic Plan, Objective 2 and Objective 4)
Who is sharing this message?
What are they saying?
Messaging & media
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Campaign :30-second elevator speech:
No matter what activity you have planned - boating, fishing, sailing -
always remember to wear a life jacket every time you are on the water.
Accidents on the water can happen much too fast to reach and put on a
stowed life jacket. Wearing a life jacket saves lives. The North American
Safe Boating Campaign - or simply, ‘Wear It!’ - is a year-roundeffort to promote boating safety, including always wearing a
life jacket.
Messaging & media
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Messaging & media
Delivering effective campaign messages:
Objective 2: Boating Safety Outreach(Grassroots efforts, traditional media and social media)
Deliver effective boating safety messages through various educational
resources and media to reduce deaths and injuries of recreational boaters.
Objective 4: Life Jacket Wear
Increase adult life jacket wear rates nationwide.
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Tips for sharing the campaign message:• Answer the most basic questions
• Keep it short
• Top three messages
• Life jackets save lives.
• Remember to ‘Wear It!’ every time you are on the water.
• Follow safe and responsible boating practices.
• Making it interesting
• Keep the message in your best interest
• Share positive results
Messaging & media
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Campaign talking points:• North American Safe Boating Campaign
• National Safe Boating Week
• Ready, Set, Wear It!
• National and state recreational boating safety statistics
• Life jackets
• Boating safety tips
Messaging & media
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Media interviewee’s ‘Bill of Rights’:You have the right to:
• Decline an interview.
• Decline to answer a question.
• Know who will be interviewing you in advance.
• Know what general subjects will be covered.
• Know - in general - how, where, and when your interview will be used.
• Be assisted during the interview by your public relations and/or legal counsel, or at least have them present if you choose.
• Ask for additional time to research unexpected questions.
• End the interview at any time.
• Discuss problems with a reporter’s supervisor.
• Be treated fairly, honestly and professionally.
Messaging & media
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Media interviewee’s ‘Bill of Rights’:You do NOT have the right to:
• See a list of specific questions in advance.
• Review a finished story before it is printed or aired.
Messaging & media
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‘Be’ attitudes for media interviews:• Be cooperative.
• Be accessible.
• Be direct.
• Be a resource.
• Be an authority.
Messaging & media
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Tips for successful media interviews:• Know the important points you want to make, and stick to it.
• Practice.
• State your conclusions first and state them again at the close.
• Avoid saying “no comment.”
• If you don’t know the anwer, say so.
• Always tell the truth.
• Nothing is “off the record.”
• “Background” the reporter before the interview.
• When interviewed on camera, look at the reporter.
Messaging & media
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Answering questions from the media:• Keep responses under 10 seconds if possible
• If asked multiple questions, answer one - the easiest!
• Eyes on the message points
• NEVER repeat negative words
• Avoid complex words and examples
• It’s OK to say, “I don’t know”
• Breakdown tough questions to highlight one of your key message points
Messaging & media
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Flagging ideas for emphasis (not nagging):
• “I can’t stress enough the importance of…”
• “Last year, thousands supported Ready, Set, Wear It! because…”
• “You should write this down.”
• “I’d just like to reiterate…”
• “Finally, the most important thing people need to know is…”
• “There are three things to highlight at this point…”
Messaging & media
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Neutralize difficult questions by bridging:
• “That’s an interesting question, but what you really need to focus on is…”
• “Well, the answer is no, but what is really important here is…”
• “Did you know that…”
• “What we mustn’t lose sight of is…”
• “Let me answer by putting things into context.”
• “I think the real question is…” (Then ask the question you want to answer)
• “I can’t speak to that, but what I can tell you is…”
Messaging & media
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Practice talking points (10 minutes)
Mock media interviews (10 minutes)
Messaging & media
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State outreach efforts
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State communications efforts:• Grassroots efforts (training volunteers, hosting events)
• Participating in media interviews
• Social media
Available resources:• SafeBoatingCampaign.com
• Campaign resource kits
• Messaging & media guidebook
• Logos and other branded resources
State outreach efforts
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Social media
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Social media success highlights:
Social media
@BoatingCampaign
facebook.com/SafeBoatingCampaign
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How did communication begin?
Social media: Evolution of communication
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We like pictures.
Social media: Evolution of communication
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How did communications evolve?
Social media: Evolution of communication
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We like hearing things.
Social media: Evolution of communication
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Then we got visual.
Social media: Evolution of communication
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Then we found a way to watch on demand.
Social media: Evolution of communication
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The internet changed communication.
Social media: Evolution of communication
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It’s still evolving.
Social media: Evolution of communication
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Plain copy was boring.
Social media: Evolution of communication
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Steve Jobs changed the game.
Social media: Evolution of communication
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Internet killed the video star.
Social media: Evolution of communication
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Think of the social media explosion:• MySpace was about copy.
• Facebook promoted photos.
• MySpace countered with audio.
• Facebook made video more accessible.
• MySpace lost its personal approach.
• Facebook won.
Social media: Evolution of communication
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Do we see a trend?• Copy first
• Images second
• Audio third
• Video fourth
• Legitimate interaction always
Social media: Trends
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A good social story:• Emotion
• Hits home
• Beginning and end
• Sparks action
• Captures the moment
Social media leverages copy, photos, audio,
video - it’s all about authentic and legitimate
interaction.
Social media: What’s a good story?
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Facebook:• www.facebook.com/insights
• Customize your tabs
• Edgerank
• Info tab is important
• Disclaimers are more important
Social media: Tips
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Twitter:• Keep it under 120 characters. You want people to retweet
you.
• Put the link in the middle of your post. Track your clicks through bit.ly or ow.ly.
• The less you tweet out links all day, the better click through percentage you get.
• The following words get you higher click rates: via, @, RT, please
Social media: Tips
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Twitter:• Tweet on the weekends
• Tweet early and late in the day
• Hootsuite is your friend for scheduling
• Adverbs and verbs do better than nouns. Create emotion and action.
• Create lists.
Social media: Tips
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LinkedIn:• Join groups
• Answer questions
• Don’t post the same stuff on Twitter that you do on LinkedIn. Keep it professional.
• Get recommendations
• Use the apps
Social media: Tips
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Geolocation and recommendations:• Post comments on FourSquare
• Explore how to integrate Instagram and Tout
• Encourage people to review on various review sites (Tumblr, Digg, Reddit)
• These platforms have longer shelf lives than Facebook and Twitter
Social media: Tips
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Questions