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

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