BIDS Communication Workshop

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"Learning about your place"Lesley Thomson, Partner, Liddell Thomson

Transcript of BIDS Communication Workshop

  • 1. BIDS CPD - Communication Workshop23 November 2011Learning about your placeLiddell Thomson / Graven ImagesNovember 2011

2. Liddell Thomson / Graven ImagesNovember 2011 3. Learn to explore your placeAdopting a learning process enables everyone (agencies, residents, businesses and visitors) to ask and answer key questions that will help you to market your place- why do I live here?- why do I work here?- why did I locate my business here?- why do I invest in this place?- why do I visit this place?Liddell Thomson / Graven ImagesNovember 2011 4. Find ways to engage people / tell storiesSpin the bottleWhen it stops the person it is facing must briefly answer 3 key questions:- where do you live?- describe your neighbourhood?- does it feel like home? why / why not?Spin the bottle as many times as possible in 5 minutesLiddell Thomson / Graven ImagesNovember 2011 5. Selling your placeWhats the best thing about your place?What is it known for?What are the people like?Tell us an interesting / little known fact about your place?What does your place contribute at a national level?Liddell Thomson / Graven ImagesNovember 2011 6. Using the process to create a strong brandBy telling stories people will: - better understand what their place has to offer - be better equipped to organise its assets - build understanding about the dynamics of their place and how to use its economic capability, capacity and capital- be able to offer ideas, generate activity- identify local champions- be able to link the past with the future- galvanise communities, groups and individualsLiddell Thomson / Graven ImagesNovember 2011 7. If we dont understand our placewe will be unable to: - see whats good about it or what could be better - tell meaningful stories about it to others - plan strategically - sell or market it - attract business or investment - persuade people they have a future in itLiddell Thomson / Graven ImagesNovember 2011 8. People power plus!Locate your place make sure people can find you / local authorities dont own places / wayfinding signageIdentify your place rediscover its roots / memory is generational the past obscures the present and the present can obscure the pastOrganise your place how will I know when I get there? Manage information and expectations use different channels for different audiences invest in entrances / thresholds / place and interpretative signage / maps and trailsOwn your place plan strategically and implement your plans / ensure expectation meets reality / generate and support networks with targeted information / create a positive welcomeLiddell Thomson / Graven ImagesNovember 2011 9. Liddell Thomson / Graven ImagesNovember 2011 10. Liddell Thomson / Graven ImagesNovember 2011 11. Liddell Thomson / Graven ImagesNovember 2011 12. Liddell Thomson / Graven ImagesNovember 2011 13. Liddell Thomson / Graven ImagesNovember 2011 14. Liddell Thomson / Graven ImagesNovember 2011 15. Liddell Thomson / Graven ImagesNovember 2011 16. Liddell Thomson / Graven ImagesNovember 2011 17. Stoke-on-Trent The city of Stoke-on-Trent, Staffordshire, and the surrounding area, are home to some of the worlds leading luxury brands and successful creative industries. Recognised as the world capital of the ceramics industry, its design capabilities, attractive development opportunities, central location and commitment to sustainability make the area an astute choice for leading-edge businesses. Its population of 500,000 people enjoy access to two highly-rated universities and an abundance of outdoor space. The area includes; Stoke-on-Trent, one of the UKs greenest cities; thriving market towns such as Newcastle-under-Lyme and Leek; beautiful villages; the historic Trent & Mersey Canal; spectacular gardens and the dramatic Staffordshire Peak District.Liddell Thomson / Graven ImagesNovember 2011 18. Liddell Thomson / Graven ImagesNovember 2011 19. Liddell Thomson / Graven ImagesNovember 2011 20. Liddell Thomson / Graven ImagesNovember 2011 21. Hitting the headlinesLiddell Thomson / Graven ImagesNovember 2011 22. 21st Century communicationAll this. plus!!! AGMs / meetings / briefings internet / intranet annual reports printed customer / consumer polling advertising print and mobile phones / iPhones / Blackberry etcbroadcast media text / sms newsletters / leaflets print / broadcast + on-line letters / fax / direct mailmedia lobbying face-to-face Skype / video conferencing public meetings citizen reporters / blogs presentations / exhibitions / Twitterroad shows YouTube video / DVD facebook /Linked-in print / broadcast media satellite TV terrestrial TV / film Wikipedia petitions / campaignsLiddell Thomson / Graven ImagesNovember 2011 23. Liddell Thomson / Graven ImagesNovember 2011 24. Did you know?73% of UK households have internet access (19.2mhouseholds)30.1m adults in the UK access the internet most daysthere are over 500 million members on Facebookthere are 190 million users on Twitterall the major political parties have Twitter accountsyou can search trending topics on Twitter to see whatcustomers think about your products, brand andcustomer serviceLiddell Thomson / Graven ImagesNovember 2011 25. What makes a story succeed?SubjectContentTimingMeeting needsFollow-up / BriefingLiddell Thomson / Graven ImagesNovember 2011 26. Why contact the press / media?New product / service / launch / opening / event / appointmentRaise profileGood news / bad newsShould it be a press release?BriefingsPicture storiesLiddell Thomson / Graven ImagesNovember 2011 27. Liddell Thomson / Graven ImagesNovember 2011 28. Who do you want to reach?News desksBusiness desksBroadcast mediaOnline mediaTrade pressCustomersSuppliersStaffLiddell Thomson / Graven ImagesNovember 2011 29. Writing your storyStyle QuotesVocabulary LengthBalance BulletpointsHeadline FormattingWho? What? When? Where? Notes to editors Why? Contact detailsIntro AttachmentsGood pictureLiddell Thomson / Graven ImagesNovember 2011 30. Getting it rightEmail / Twitter / FacebookPDF v Word v body copyTimingTopicalityEmbargoesFollow-upLiddell Thomson / Graven ImagesNovember 2011 31. In the Web hype-o-sphere, things matter hugely until very suddenly, they dont matter at all.Liddell Thomson / Graven ImagesNovember 2011 Michael Hirschorn, The Web 2.0 Bubble, The Atlantic Monthly, April 2007 32. ContactLiddell Thomson / Graven ImagesNovember 2011