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
… you’re 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?
today’s audiences
they’re busy …. keep it sharp
they’re sophisticated …. they expect quality
they’re sceptical …. you must earn trust
they’re overloaded …. get their interest
they’re diverse …. be inclusive
they’re connected …. be digital
tips for finding audiences
14 000 people
Herbert River Express
4KZ and ABC Townville
who’s 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 that’s just the start’
what’s 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
what’s your 2015 plan?
craft the calendar
gain approval
do & measure
report & refine
sell pr to your Club
