2 – 4 April 2014
MEDIA AND COMMUNICATION STRATEGY 2014
Outline
• Objectives• Context• Target audiences• Approach• Messaging• Timing and phasing• PR Opportunities• Collateral• Next Steps
Objectives
• To create awareness of Rotary Family Health Days• To create a robust online and media presence for Rotary Family
Health Days• To mobilise communities to attend the 3-day RFHD’s• Promote an active healthy lifestyle for all South Africans
Objectives
AWARENESS
CALL TO ACTION
UNDERSTANDING
What’s happening when
and where
Why you should come along
Why it’s important
Date and placeServices offered
Sponsors
How you will benefitHow to participate
Past impactPotential impact
1.
2.
3.
Context
• RFHA coordinated a successful Rotary Family Health Day event in 2013
• The plan for 2014 is to consolidate these gains
What did we learn?
• We need a RFHA South Africa website/ blog to consolidate content and present it in a more appealing way
• International site does not use visuals and text optimally and is not integrated with social media
• Difficult to update• Important to pull relevant content from international site
Target Audiences
Indirect• Rotary
– Current members – Potential members
(especially younger members)
• Media and influencers• Sponsors• Government and other NGOs
Direct• Township residents• LSM 4-6• Families• School children• Community leaders
Approach: Recommendations
• Reuse existing artwork• Repeat what worked before• Focus on developing a user-friendly website • Identify well known celebrity/ambassadors to represent the event
and draw more appeal
Messaging
• Primary– Call to action: to mobilize the community to participate– Raise awareness – Educate
• Secondary– Promote partners and sponsors
• Other considerations – General family health vs. HIV/Aids testing– Clear messaging around what is being offered– Detail about who is bringing the service is more relevant to the media
and stakeholders – logos are fine on print, on radio the focus has to be on the benefit and call to action
Platforms
RFFA SA Website
Social Media (Facebook, Twitter,
You Tube)
OWNED
BOUGHT
Google Adwords
EARNED
PR
Blogger/ Influencer Outreach
Conversation
TVRadio
SMS (location finder)
PUBLIC SERVICE ANNOUNCEMENT
Platforms
TV
SABCETV
Caxton CitizenSunday TimesCommunity Newspapers (WC & EC)
SOCIAL
FacebookTwitterYou TubeMXIT
RADIO
SABC RadioYFMPrimedia
ONLINE
RFHA SA Website
All media
All media
All media
Content Pillars
RFHA NEWS
RFHA PEOPLE
RFHA ACTIVITIES
FAM
ILY H
EA
LTH
DAYS
New developments and media coverage
Stories about the people involved
Activities on the day
All mediaRFHA IMPACT Assessment of the day
Timing
Build up interest
OBJECTIVESPHASE
1. BUILD UP
TIMING
All MediaPR
2. EVENT
3. FOLLOW UP
Awareness at the time
Amplify impact build on for 2015
Social, TV & Radio
All Media PR
2 weeks after
During
4 weeks prior
ELEMENTS
PR Opportunities
• RFHA SA website – storytelling medium• Create news around the Spokespersons/Ambassadors
– Unsung heroes in the DOH– Marian’s story– Rotarians– Celebrities/ Ambassadors/ Key influencers
• Using the established social media platforms to generate interest, include many voices in the conversation, and issue calls to action.
Collateral
• RFHD Factsheet, Stats and Targets• KO Key Messages • Briefing template for interviews• Press Release – RFHD announcement• Press Release – DoH announcement• Crisis Comms Handbook – risk scenarios and holding statements• Briefing Book for spokespersons • Press Release – RFHD Launch• Press Release – RFHD Final Outcomes • Partner profiles
Next Steps
• Develop RFHA SA website • Media training• Develop updated artwork• Create and edit short video clips for online use• Coordinate with sponsors• Approach media with PR angles• Identify and liaise with selected ambassadors• Build social platforms and communities through newsletter direct
campaign