Published on March 10, 2014
Raising awareness and how to make the most of your communications
How to raise awareness through PR channels Understanding your audience Defining your brand – knowing your key messages Tips for little or no budget Leveraging content Leveraging timely events Dealing with sensitive causes Dealing with crises More ways to get noticed as an organisation
How to raise awareness through PR channels What is PR? Pros and cons of different channels PR Slang Measuring PR Tips for spectacular press releases
What is PR? Timing Not always about media coverage Public + relations
Different Channels Radio TV Newspapers – national & local Magazines Online – social media, websites, blogs
PR slang Long lead Short lead
PR slang Long lead Short lead Glossies
PR slang Short lead Glossies High resolution
PR slang Glossies High resolution Embargoes
PR slang High resolution Embargoes
Measuring PR Value of PR What’s more powerful – PR or advertising? Judging the monetary value
Press release tips Be concise Don’t forget your key messages Supply images Give all contact information Make it easy to read Have a good cover letter
Who is your target audience?
Research who your target audience is Who currently uses or supports your service? Who could in the future? What do you know about these people? Do your research!
Figure out which perspective you’re speaking from First person, second person, third person Think about tone Professional or personal? Detached or interactive?
What to do when your target audience is everyone Segment audience into chunks Target different audiences in different ways Don’t forget about all your stakeholders – public, members, funders, supporters, government – the list goes on!
Can you guess which newsletter is aimed at funders and strategic partners, and which is aimed at those within the organisation?
Give props to your funders Give thanks in newsletters, media, etc. Make sure they get something out of your relationship as well
Defining your brand – knowing your key messages Consider your purpose What do you want them to think, feel, or do? What do you want to do? Inform, educate, initiate action? What call to action are you making?
Craft your key message Is it as short as possible but no shorter? Does it convey a message? Not to be confused with your topic! Is the relevance to your audience clear? Does it say something new? Will your audience understand it?
Test your key message Get a friend or colleague to remember it Keep it clear Make sure all your key people know it
Which mediums are right for your message & audience? What channels will your audience respond to? Media (magazines, newspapers, radio, TV), Newsletter, Case Study, Video – the list goes on! Are you trying to reach current stakeholders or potential stakeholders? Do you already have a database or do you need to get your messages out further? Are words enough?
Tips for little or no budget Social Media Event sites Know your people
Social Media Create and curate
Event sites Free sites Big reach Easy to do yourselves
Talented teams Use the skills and networks of people in your team Networking
Leveraging Content Recycling doesn’t just apply to paper and plastics – there’s no reason you shouldn’t recycle content too! Make sure you adapt it to suit the particular channel and audience
Leveraging timely events Release a media statement Be open to interviews
Dealing with sensitive topics Know your key messages Know your language Get sign off from all key players Set out some ground rules if necessary
Dealing with crises Put a plan in place in case anything does go wrong Be proactive Call a professional
What do we do if….? SCENARIO ONE SCENARIO TWO SCENARIO THREE Step One Step One Step One Step Two Step Two Step Two Step Three
More ways to get noticed as an organisation Spokespeople Celebs
Who’s your hero? Finding the heroes in your community – a PR tool you can start using right now!
Next steps – what to do when you leave this presentation Identify your audience Figure out your key messages Get out there! Call Intelligent Ink www.intelligentink.co.nz +64 9 629 4213
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