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

0401 063 387

bobcraw@webone.com.au

@bobcraw