Impressing journalists? Social media campaigns. PR Network: Going behind the headlines, 13 April...
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Transcript of Impressing journalists? Social media campaigns. PR Network: Going behind the headlines, 13 April...
Impressing journalists? Social media campaigns
nfpSynergy
Tim Harrison, Karen Barker
Context
3
It is harder to impress journalists than 10 year ago
2004 2013
22%
21%
21%
11%
9%
6%
4
More proactive and professional
2004 2014
“A number of charity press officers seem to see
themselves as obstacles to the media rather than as facilitators. Some find it
difficult to respond within deadlines. Generally
charities seem unwilling to speak their minds to the
media.”
“Good press team not only promptly reactive but pro-active and willing
to get fully involved in creating news and features.”
Daily Mail
But recent social media campaigns have bucked the trend
14%
10%
8%
5%
4%
4%
4%
4%
4%
4%
4%
19%
#nomakeupselfie (all mentions)
Cancer Research UK - Race For Life
Prostate Cancer UK - Movember
Macmillan Cancer Support - World's…
Age UK (all mentions)
Mind - Time to Change
NSPCC (all mentions)
Rethink - Find Mike campagin
The Royal British Legion - Poppy…
Save the Children - Syria
Trussel Trust (all mentions)
I don't recall any
#no make up selfie stands out
Base: 164 journalistsSource: Journalists’ Attitudes & Awareness Monitor, Apr 14, nfpSynergy 6
“Do you recall any specific media campaigns carried out by charities, voluntary organisations or pressure groups over the last six months? Please list up to four charity media campaigns which you recall.”
April 2014
9%
9%
7%
7%
7%
7%
5%
5%
5%
5%
20%
#nomakeupselfie (all mentions)
Cancer Research UK - Stand…
Cancer Research UK - Race for…
Ice bucket challenge (unspec)
MND - Ice bucket challenge
Prostate Cancer - Movember
A/o Cancer Research UK
A/o Macmillan
ALS - Ice bucket challenge
Macmillan - Coffee morning
I don't recall any
Nov 2014
7
“No make up selfie. This was a simple campaign that everyone got on board with - again
through social media.”
Key 103
“I reported on the Ice bucket challenge
countless times, therefore spreading the word about
the charity.”
Conde Nast
“Ice Bucket challenge was extraordinary in terms of profile and
money raised.”
BBC
Why?
8
Why?
• Have not been done before
• Started organically
• Technology
• But what is the magic ingredient?
“People try and kick off these trends and it’s very hard to do. It’s very hard to make something go
viral. No one quite knows what the magic ingredient is.”
The Herald
What are the opportunities for you?
10
Can they be replicated?
• Well lots of charities have tried….with differing success
11
Will we get tired of them?
• Yes, unless innovations continue…
12
Hijacking has not been picked up in our research
“I think it is a risk worth taking, the backlash is against the individuals involved (showing off how pretty they look w/out makeup) rather
than the charity. Raising awareness is always a good thing…”
Cosmopolitan
13
Success requires agility & cross team support
14
So, in conclusion…
• Social media campaigns are here to stay as long as they continue to innovate and evolve
• Creating them is difficult
• Potential pay offs of ‘hijacking’ outweigh risks
• Being reactive, agile & well organised are the keys to a successful campaign
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PR Network
13 April 2015
London
#charityPR
PR Network
Going behind the
headlines
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