Communicating effectively with your audience
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Transcript of Communicating effectively with your audience
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welcome
Page 1Credentials Document 2014
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Communicating effectively with your audience
The Young Foundation workshop
19th January, 2pm to 5pm
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Introducing PR Claremont &
marketing Communications• Founded in November 2008
• Member of PRCA and Consultancy Management Standard (CMS) accredited
• Experts in public and voluntary sector campaigns
• Winners of the PR Week Specialist Agency of the year 2014
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Simon FrancisExtensive experience of leading award-winning multi-disciplinary campaigns like Apprenticeship Week and Tomorrow’s Engineers Week.
Delivered social media training to a host of NGOs, government departments and charities and was media director at the WorldSkills London 2011 event.
Currently vice-chair of PRCA’s Not-for-profit Group and a trustee of the Association of Colleges.
@si_francis
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Emma PrinceA PR Consultant with over five years media relations experience
Worked in-house in charity press offices including the Alzheimer’s Society and National Deaf Children’s Society
Worked in-house in the Department for Environment, Food and Rural Affairs press office
@Emma__Prince
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This afternoon’s agenda14:10 – 14:25 Section one – What is effective communication?
14:25 – 14:40 section two – identifying your audience
14:50 – 15:40 section three - assembling your story
15:40 – 15:50 break
15:50 – 16:30 Section four – targeting the media
16:30 – 16:45 section five – joining the online conversation
16:45 – 17:00 Summary
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What is effective commmunication?
Section one
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Identifying your audience
Section two
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Exercise
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Online tools
• Google alerts• Twitter• LinkedIn• Topsy• Meetup• Facebook
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Assembling your story
Section three
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Exercise
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• The news hook
• What is your story?
• Media materials
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What is your story
• The launch of a new community project in x area
• New shocking statistics which back up the need for your project
• A milestone - x project has helped x number of mums with post natal depression
• A request for funding – x organisation is calling on xx to
help raise vital funds for xx project
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The news hook
• A related awareness week or national day
• Political debate or policy initiative
• A major event or conference
• Anything where you can establish relevance!
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Exercise
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Media materials
Press releases:• What do I say?
• How do I say it?
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Media materials
The Press Release - summary• Short form key info
• Who, why, what, where and when?
• Quote
• Contact details and additional info
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Media materials
Additional collateral• Case studies
• Spokespeople
• Worked examples
• Statistics
• Videos, infographics, images
• Resources
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Media materials
Case studies
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Prepare your materials
What to remember
Find your hookKnow your story
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10 minute Break
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Targeting the media
Section four
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Different types of media
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Who to target?
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Google alerts
Social media
Finding journalists
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Exercise
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Pitching your story
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• Initial email
• Exclusivity
• Your follow-up
• Recycling your coverage
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An option, yes. A must, no.
Exclusivity
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Your initial email
The subject line:
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Your initial email
The story in a few lines:
“This is [your name] of [organisation]. Hope you’re good. We’re about to launch a new project in [area] which aims to [who you’re helping and how] Happy to give first refusal. Drop me a note or call me on [your mobile] and I’ll forward the info. BTW: liked your [refer to a recent story]”
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Your follow-up
Don’t forget to follow up!
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Recycling your coverage
• Tell anyone that will be impressed!
• The importance of social media
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WHAT TO REMEMBERStory in the subject line Follow-up = 24-hoursTell the world
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Exercise
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Joining the conversation
Section five
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Joining the conversation• Twitter• LinkedIn• Online news Articles• Blogs• Meetup• Vine• Tumblr
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Words Data Images
Video & audio (A little) money
Using social media to enhance stories
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IN SUMMARY• Your message needs to be to the
point• Spend time researching your
audience• Create strong media tools• Identify your target media• Prepare a strong pitch• Get involved in the conversation
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"If I was down to my last dollar, I'd spend it on public
relations.“Bill Gates
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ANY QUESTIONSSign up to Claremail on the Claremont
website
@Claremontcomms
@Si_Francis
@Emma__Prince