to reach more people to reach more people on a on a tinytiny budget budget
Caring is Giving and SharingCaring is Giving and Sharing
slideshare.net/bobcraw/launceston-dg-workshop-14-april-2011slideshare.net/bobcraw/launceston-dg-workshop-14-april-2011
Social media Media
Word of mouth
3 Low Cost PR Strategies3 Low Cost PR Strategies
Should V2 worry about PR?Should V2 worry about PR?
attract membersattract members
maximise incomemaximise income
promote servicespromote services
community recognitioncommunity recognition
PR situation in V2PR situation in V2
everyone is time pooreveryone is time poor
everyone is messaged outeveryone is messaged out
everyone wants the same everyone wants the same eyeballs and earseyeballs and ears
everyone is a bit waryeveryone is a bit wary
PR truthsPR truths
when you don’t promote yourselfwhen you don’t promote yourself
you’re ityou’re it
triangle of efforttriangle of effort
clean up the club backroomclean up the club backroom
no silver bulletno silver bullet
PR is like herding cats PR is like herding cats
brandbrand
PR objectivesPR objectives
define who to reachdefine who to reach
clear messages clear messages
delivery tacticsdelivery tactics
time and moneytime and money
measurementmeasurement
V2/Club PR planV2/Club PR plan
Your brandYour brand
What is the Lions brand?What is the Lions brand?
District PR objectives District PR objectives
S S specific - what exactly will we dospecific - what exactly will we do
M M measurable goalsmeasurable goals
AA within the culture of Cabinet and clubswithin the culture of Cabinet and clubs
RR realistic and achievablerealistic and achievable
TT limited by timelimited by time
what do we do now?what do we do now?(channels, events etc)(channels, events etc)
what works?what works?
what do we keep / abandon?what do we keep / abandon?
Review the battle plan for PRReview the battle plan for PR
who are theywho are they
where are theywhere are they
what do they already knowwhat do they already know
what gets their interestwhat gets their interest
how to reach themhow to reach them
V2 audiencesV2 audiences
some-one using some-one using
their networks to help Lionstheir networks to help Lions
V2 key influencersV2 key influencers
understandableunderstandable
relevant relevant
consistentconsistent
local + globallocal + global
Lion messagesLion messages
““Trade is important for Australia: 1 in 5 jobs depends on trade”Trade is important for Australia: 1 in 5 jobs depends on trade” DFAT DFAT
““This is about whales for lunch not whales for science”This is about whales for lunch not whales for science”Anthony Albanese MPAnthony Albanese MP
““Make Poverty History”Make Poverty History”Bob GeldorfBob Geldorf
Message to a girlfriendMessage to a girlfriend
Why should people trust Lions?Why should people trust Lions?
facts n’ figuresfacts n’ figures
case studiescase studies
research and reportsresearch and reports
comparisons and contrastscomparisons and contrasts
our recordour record
… … tell storiestell stories
Social media Media
Word of mouth
Three low cost strategiesThree low cost strategies
Why work with the media Why work with the media
promote servicespromote services
attract clientsattract clients increase credibilityincrease credibility
internal recognitioninternal recognition
it’s free!it’s free!
BenefitsBenefits
• cost• credibility• reach• reputation• improves your standing in a media crisis
Risks • no control over outcomes• expectation management• mixed messages
Risk Analysis Risk Analysis
NewspapersNewspapers
medium of recordmedium of record
publish regularlypublish regularly
drives the news cycledrives the news cycle
most likely to follow up most likely to follow up
Other People’s NewslettersOther People’s Newsletters
deadlines ruledeadlines rule
relies on easy to get news relies on easy to get news
stories presented in black and white stories presented in black and white
limited time for your storylimited time for your story
easy to get wrongeasy to get wrong
human interesthuman interest
About TVAbout TV
RadioRadio
types of radiotypes of radio
24/7 = information hunger 24/7 = information hunger
convenienceconvenience
OBsOBs
Lions Stories Must BeLions Stories Must Be
NewsworthyNewsworthy Calendar DatesCalendar Dates
Topical IssuesTopical Issues
Be newsworthyBe newsworthy
something new
human interest + benefit
trends (local and national)
quirky facts
the St factor (first, latest etc)
images
statistics
your credibility
January
New Year resolutionsNew Year resolutionsAustralia DayAustralia DaySummer holidaysSummer holidaysChildren with special needsChildren with special needsYoung people starting workYoung people starting work
February
Return to schoolReturn to schoolValentines DayValentines Day
March
Internl Women’s DayInternl Women’s DayClean up Australia Clean up Australia Harmony DayHarmony DayCanberra DayCanberra Day
April
April Fools April Fools Arthritis Awareness Arthritis Awareness ANZAC DayANZAC DayRoad safetyRoad safetyEasterEaster
May
May DayMay DayMother’s DayMother’s DayLaw WeekLaw WeekHeart WeekHeart WeekVolunteer WeekVolunteer Week
June
Environment DayEnvironment DayTax timeTax timeSki season Ski season
July
Christmas in JulyChristmas in JulySmall Business Awards Small Business Awards Diabetes WeekDiabetes Week
August
Vietnam Veterans DayVietnam Veterans DayMissing Persons Week Missing Persons Week Hearing Awareness MonthHearing Awareness MonthLiteracy and Numeracy WeekLiteracy and Numeracy Week
September
Start of springStart of springFloriadeFloriadeCitizenship DayCitizenship DayFather’s DayFather’s Day
October
Mental Health WeekMental Health WeekWater WeekWater WeekMental Health WeekMental Health WeekBreast Cancer DayBreast Cancer Day
November
Remembrance DayRemembrance DayMelbourne CupMelbourne CupEnd of university yearEnd of university year
December
Internl Volunteer DayInternl Volunteer DaySchool year ends School year ends Christmas Christmas
DG’s media calendar DG’s media calendar
Be TopicalBe Topical
word of mouth marketingword of mouth marketing
getting others to talk up Lionsgetting others to talk up Lions
How word of mouth works How word of mouth works
What word of mouth needs What word of mouth needs
topicstopics
talkers talkers
toolstools
trackingtracking
continuitycontinuity
Frequency of influencer communicationsFrequency of influencer communications
Opportunity Opportunity Opportunity
Social mediaSocial media
not just for kids not just for kids
one to one conversations one to one conversations
DIY and cheap as chips DIY and cheap as chips
brand journalismbrand journalism
“Almost 10 million Australians accessed social media websites in December
with just under 8 million of those being Facebook members”.
FacebookFacebook
BlogsBlogs
Image sharing sites Image sharing sites
Club considerationsClub considerations
not all are online
type of information
control
privacy
frequency
criticism
who does it
Lions PR in combinationLions PR in combination
RadioRadio
TVTV
PrintPrint
events events advertising advertising
other other
Social mediaSocial media
Word of mouthWord of mouthOnlineOnline
TimetableTimetable
BudgetBudget
communications audit communications audit
defining who we need to reachdefining who we need to reach
clear messages clear messages
delivery systemsdelivery systems
time and moneytime and money
budgetbudget
measure your marketingmeasure your marketing
District/Club PR planDistrict/Club PR plan
early club PR meetingearly club PR meeting
enlist talent enlist talent
set expectations set expectations (4/4/1)(4/4/1)
assemble contentassemble content
triple track strategytriple track strategy
DG’s next stepsDG’s next steps
Pr is not about resourcesPr is not about resources
it’s about resourcefulnessit’s about resourcefulness