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

http://afl.com.au/

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

0401 063 8370401 063 8370401 063 837

@bobcraw

0401 063 837bobcraw@webone.com.au