pr for lions districts

Re-imagine the Lions conversation

Public relations – low cost PR for Districts

Scope

Why tell the Lions story

ongoing recruitment of new members ongoing retention of current members continuing community support continuing community recognition

Community environment

time poor

clutter

competition

evolving volunteer models

brand and 0bjectives review audiences and messages delivery time and money measure

DGs 6-point plan

Branding

what is your Lions brand?

District objectives

S m a r t

In the next 12 months I want to increase membership by 5%

Promotion-wise I will do this by….

getting premium media coverage for one key event in my area

encouraging clubs to adopt or contribute to Lions’ social media platforms

arranging Lions’ community service announcements to air in one or more markets

what did we do last year

what worked

what didn’t

what will we keep

what do we stop

Cabinet review

who are they where are they what interests them their knowledge of Lions how can we engage in conversation

some-one using their networks

to help Lions

Key influencers

Who Aussies trust

not about us … about them understandable consistent local global themes

Lions’ messages

Present credibility

facts n’ figures

case studies

research and reports

comparisons and contrasts

our record of local service

DG as storyteller-in-chief

What are your messages

What is your story

owned media earned media

paid media

Delivery

benefits risks different environments realistic expectations

Working with media

Be newsworthy

something new human interest local benefit trends (local and national) the St factor (first, latest etc) images and statistics

DG’s media tools

media backgrounder media releases

•personalities •events

media alerts one opinion piece

Own media

Social media

one to one conversations DIY free but intensive brand journalism

DG social media policy not all are online

type of information control and privacy frequency and commitment criticism

Paid media

Reach

Budget

Timetable

measure evaluate change

review brand and 0bjectives audiences and messages delivery time and money measure

6-point plan

cabinet review

align club calendars

district and national needs

set expectations (4/4/1)

Become the chief storyteller

share the effort

DGs first 100 days

Contact

Tel: 0401 063 387 Email: bobcraw@webone.com.au Twitter: @bobcraw