gas speak p pt
DESCRIPTION
This is a copy of the presentation I gave at the Australian Gas Industry Trust\'s Gas Speak event in Canberra 2011 titled: Why no comment is no longer an option- engaging stakeholders and the media.TRANSCRIPT
Why ‘no comment’ is no longer an option- engaging stakeholders and the media.
Lauren Molan- Great Southern Presswww.gastoday.com.au
Introduction
• Lauren Molan, Associate Editor of Gas Today Australia Magazine.
• Great Southern Press are a publishing and custom content marketing organisation.
• Gas Today, quarterly subscribe via www.gastoday.com.au for $69.
Why Communicate?
• Balance/ perspective• Encourage brand loyalty• The skills shortage• Education• Issues management• Safety
Who should we be communicating to?
• Landholders• Communities affected by
gas operations• Investors• Government• Associations• Academic/ training
institutions• Potential employees• Each other!!!• Fence-sitters everywhere
How to engage stakeholders
• Research• Be proactive• Cultivate a public
presence and continue to tell your story
• Be genuine• Be clear and concise in
your message• Be strategic and
forward thinking
The fear of change
• “People are upset therefore they perceive danger rather than people perceiving danger and getting upset” Sandman 1993-1994.
What role does the media play?
• The marketing mix consists of:
• Advertising • Editorial• Direct engagement/
custom content marketing
Advertising
• The most concise way to address an audience
• Allows for repetition of message
• Exists without the audience’s control- audiences don’t seek advertising it bombards them!
• http://www.youtube.com/ausminingstory
Editorial
• Third-party endorsement
• Greater weight/ authority
• Readers are more engaged
• It’s free! (most of the time)
Direct Engagement
• One-on-one/ personal marketing
• Two-way communication
• Greater sense of connection to the brand through experience
• Facilitates greater brand recall
The differences in media
Trade media:• Exist due to advertising
stream• More in-depth industry
knowledge• Audience is engaged on
a higher level• SEO means articles rank
highly in online searches
News media:• Exists due to number of
copies sold as well as advertising
• Greater circulation• Mostly investor
audience• Can reach landholders/
communities in print
Communication Frequency
• Consumers need to be prompted 3 times in order to act on a call to action.
Conclusion• ‘No comment’ means ‘guilty’• The media are a tool to be used• Tell the truth, tell it first and tell
it fast.• Constant communication is
good, so long as it is not ‘noise’• Broadcast your message
broadly using the full marketing mix
• The media aren’t scary• Don’t forget to talk to each
other- through trade publications!
Questions?