communications on a shoestring…. joanna inskip mcipr community newswire
TRANSCRIPT
Communications on a shoestring….
Joanna Inskip MCIPRCommunity Newswire
Why do we need to communicate?
Why are you trying to reach people?
•To change opinion and behaviour
•To influence policy by reaching decision makers
•To let those in need know how you can support them
•To raise awareness amongst and attract more supporters, volunteers and funders
How do we communicate?
•Printed material (marketing)
•Online (website, e-newsletters)
•Press (media coverage)
•PR (events, conferences, partnerships)
•Social media (twitter, facebook, linkenin, you tube etc)
Who are my target audience?
•People who may need your services
•People who already use your services
•Volunteers – current and potential
•Funders – individual, government, corporate
•Decision makers – MP’s, local health authorities, local and central government etc
•Influencers – media, campaign groups, lobbyists etc
Where does your news and
information come from?
How do I reach them?
With a mix of appropriate communications!•Website
•Newsletters and e-newsletters
•Newspapers
•Television
•Radio
•Online news sites
•Blogs
•You tube
Marketing
•Can be costly but a must to reach those not online
•No good if sit in the office – need a plan to get them out to the right people
•Need to ensure they show your messages, what you want them to do and how to contact
you clearly, but in a way that engages your target audience
•Audience appropriate – young, old, rural, city, faith, language, culture
•Focus on the benefits of your service. "What's in it for me?" Write from the their
perspective using the words "you" and "your."
White teeth not toothpaste
Online – e-newsletters (same for printed)
Golden rule…. One audience and one target only
•Forget design - it's content that matters
•Use emotive language – save, enjoy, discover, for you, understand
•Plan and be clear what you want it to do for you; choose one small segment of your
audience and set the specific goal
- Send to current list of donators asking for a £5 donation once a month
- Send to retired contacts asking them to volunteer; illustrating the benefits to them
•not getting the entire general public to know, understand, and support your organisation.
Online - websites
A great website can have a big impact on your organisation Use a free blog site as a website, just switch the comments section off and use pages instead of posts. Or use web build platformsFree. The content management systems mean you can add text, images, pages and various other media to your site.
Online - websites
Images can play a huge part in the aesthetic of your site Use clear professional images on your home page. Text heavy sites hold less attention. Sourcing images from sites such as istockphoto is fairly cheap.
Web copy is short, clear and friendlyKeep it short, link to longer copy, not too corporate and must be interesting.
Clear signpostingHow I have arrived at your homepage…where do I go now?
Know who’s visitingKnowing how much traffic your website is getting is a great measure of who is interested in your organisation, what they are looking at on your site in and what action they take when in. Google Analytics offers a whole host of web traffic statistics for your site for free.
Google for charities
The Google Grants programme is an in kind donation which empowers non-profit organisations to achieve their goals by helping them promote their websites via advertising on Google.
Google AdWords ads appear when users search on Google. When you click one of the ads, you are brought to the website being advertised.
When Google users search on keywords that are related to your organisation, your ad appears next to relevant Google search results under the Sponsored Links sections. A click on your ad takes users directly to your website.
So instead of looking for an audience, you've got an audience looking for you!
http://www.google.co.uk/grants/
How do I work with the media?
News is now a 24 hour multiplatform beast needing constant feeding. To provide the food, you need to be quick, slick and news conscious.
The key to dealing with the media is learning what they need to satisfy their audiences and seeing if you can deliver this comfortably
Each newspaper, radio programme, television news outlet has different editorial views and different audiences so go to the media that have the same audiences as you are trying to reach
Think like an editorWrite like a journalistLook at it it again like a reader or viewer
Understands the news arena, journalists and how to work together.
Which of these made the news??
Please take a look at the following 6 stories. To give you a helping hand… 3 are non-news, 1 is a possible and two turn out to be good news stories.
Get into 2 groups and nominate a spokesperson - you will have a ten minutes to decide and we will take five minutes to discuss and feedback
What makes news?
Man bites dog – something different
Controversy – not always bad, can be just a differing view
Relevant to that audience – older people do not want to know about skateboarding
(although some might!)
Topical – what people are talking about already or linked to it
Human interest - real people adding colour to a story
Statistics – people like hard facts and comparisons
Breaks the ‘so what’ barrier – you may be interested but will enough other people?
What makes a story newsworthy?
There is a list of five factors, which are considered when deciding if a story is newsworthy.
Normally, a story should perform well in at least two areas.
1. Timing - The word news means exactly that - things which are new. If it happened
today, it's news. If it happened last week, it's no longer news.
2. Proximity - Stories which happen near to us have more relevance.
3. Significance - The number of people affected by the story is important. A plane crash in
which hundreds of people died is more significant than a crash killing a dozen.
4. Prominence - Famous people get more coverage just because they are famous. If you
break both your legs it won't make the news, but if Beckham breaks his toe it's big news.
5. Human interest – You and what you do. Journalists need a human face to the facts and
figures – it could be you.
Finding that news angle
•Add something new to an existing topical story or debate
•Add some human interest – real people to go with the figures issued
•Launch a campaign on ‘world women’s day’
•Send out stories to journalists during the ‘silly season’ – Christmas, Easter and summer
when the MP’s are (hopefully) not creating news
•Statistics – create simple ‘facts’ and present them with a real life example
What’s in a news release?
Date: for release
Good headline: grab the journalists attention
The facts: Who? What ? Where? When? Why?
A quote or two from real people to bring the facts in the story to life or add opinion (a great place to get your key message in and have more chance of it making the cut)
A ‘case study’ – for the media a real person to add the human interest readers desire
A call to action
The word ‘end’
Contact details!
Notes to editors: more info about your organisation, what you can offer a journalists ie. Photos, interview with your CEO, case study etc
How do I reach the right media?
Take a look at… http://www.nrs.co.uk/toplinereadership.html
The National Readership Survey - Top Line Readership - You will find estimates of
average issue readership for the 260 or so newspapers
By All adults, men, women, 45+ and social grades.
and…
http://www.nmauk.co.uk/nma/do/live/factsAndFigures Who give you figures by publication
And for local and regional newspapers http://www.newspapersoc.org.uk/
Photos, online and visuals
• 66% of people consider radio to be a reliable and accurate source for news, compared with 58% for online, 54% for TV and just 34% for newspapers.
It is the first time that news websites have overtaken television as a trusted source for current affairs. (Ofcom research May 2010)
•Newspaper websites, Google, internet news sites are increasingly used and trusted. BBC news website is used as a source by many journalists (NUJ).
•A photo increases the chances of a story being picked up by 30% (NUJ 2004)
•A single image can tell a powerful story…….
Picture paints a thousand words….
Community Newswire ran the story and photos from the Dorset Wildlife Trust that captured a rare pregnant male seahorse. The picture helped to prove to environmentalists that seahorses are breeding in British waters.
The story proved to be very popular and was used by an array of newspapers and broadcasters, including The Times, Daily Telegraph, Radio 2, American broadcaster ABC and local press.
Social media – just another way to communicate?
•NO. This time people can answer back!
•YES. Another channel in your communications mix and its free!
• Social Networks – Facebook - Relationships, social graph
• Video & Photo Sharing E.g. Flickr - Creative reputation, reporting
• Micro-blogging – Twitter - Updates and recommendations
• Bookmarking - Del.icio.us - Organising, recommending
Social media is….. •People connecting with each other
•Sites that facilitate the uploading and sharing of information and content
…… getting started•Find your audience – look on twitter, facebook etc and find ‘interest groups’ or similar charities” and start to engage with them
•Start to ‘follow’ people and organisations with similar ethics or services to you
•Own your subject – if you work with young people, retweet or link to sites of interest to them and others working with young people
•It’s a conversation so avoid corporate or policy speak – it’s a turn off
•Tweet your news and events
If you have news, put it out there on all your platforms
A quick word re YouTube?
You don’t need professional film to be on YouTube. 2 minutes of you and someone you
support chatting, taken on an i-phone of digital camera with video and there you go!
Planning the key to success!
Now we have looks at all forms of comms……we need a plan to deliver them. A
communications plan simply puts together what you want to achieve and how
you will get there.
Lets take a look at the one in your pack….
Choose one of the scenarios and discuss what media to use and who to reach. Go wild and be imaginative!
1.Soupy Kitchen want to raise awareness of their local work as a homeless charity and their
new shelter and services – how would you raise awareness?
1.Fab Charity, nationally campaign for the rights of disabled people, is 50 years old in May.
How do you make the most of this?
3. Southwark council are holding their annual ‘spring clean Southwark’ campaign – how
would you get people living their involved?
4. Cool Catz, a national cat protection charity, has produced research that shows the Tabby
is the most popular cat. What can you do with this research?
Finally remember
You will not get every story in the media – don’t take it personally!
Community Newswire takes your stories and if newsworthy turns them into news stories.
www.mediatrust.org/newswire
www.mediatrust.org