getting the message right - november 2012

54
Getting the message right Engaging customers to drive grassroots participation Sue Anstiss – Promote PR

Upload: sue-anstiss

Post on 30-Oct-2014

584 views

Category:

Documents


0 download

DESCRIPTION

 

TRANSCRIPT

Page 1: Getting the Message Right - November 2012

Getting the message right

Engaging customers to drive grassroots participation

Sue Anstiss – Promote PR

Page 2: Getting the Message Right - November 2012
Page 3: Getting the Message Right - November 2012
Page 4: Getting the Message Right - November 2012

Why public relations?

Page 5: Getting the Message Right - November 2012

Who are you targeting?

Page 6: Getting the Message Right - November 2012

Different motivations?

Page 7: Getting the Message Right - November 2012

Different influencers?

Page 8: Getting the Message Right - November 2012

Different messages?

Page 9: Getting the Message Right - November 2012

Same aspirations?

Different products?

Page 10: Getting the Message Right - November 2012

Different language and tone?

Page 11: Getting the Message Right - November 2012

Different media?

Page 12: Getting the Message Right - November 2012

How can you reach them?

Page 13: Getting the Message Right - November 2012
Page 14: Getting the Message Right - November 2012
Page 15: Getting the Message Right - November 2012

Reading a local newspaper weekly

Page 16: Getting the Message Right - November 2012

Think more broadly

Page 17: Getting the Message Right - November 2012
Page 18: Getting the Message Right - November 2012
Page 19: Getting the Message Right - November 2012
Page 20: Getting the Message Right - November 2012

o Locationo Ageo Sexo Keywords (in profile)o Interestso Educationo Workplaceo Relationshipo Familyo Languages

Page 21: Getting the Message Right - November 2012

Think more broadly

Page 22: Getting the Message Right - November 2012
Page 23: Getting the Message Right - November 2012

Getting regular media coverage.What’s in your tool kit…?

Page 24: Getting the Message Right - November 2012

1. CampaignsCreating an umbrella for all your activity

Page 25: Getting the Message Right - November 2012
Page 26: Getting the Message Right - November 2012

2. PhotographyChoosing the right image

for your audience

Page 27: Getting the Message Right - November 2012
Page 28: Getting the Message Right - November 2012
Page 29: Getting the Message Right - November 2012
Page 30: Getting the Message Right - November 2012

3. Media TrialsGetting media engaged

Page 31: Getting the Message Right - November 2012
Page 32: Getting the Message Right - November 2012
Page 33: Getting the Message Right - November 2012
Page 34: Getting the Message Right - November 2012
Page 35: Getting the Message Right - November 2012
Page 36: Getting the Message Right - November 2012

4. ResearchRegional hooks for national stories

Page 37: Getting the Message Right - November 2012
Page 38: Getting the Message Right - November 2012
Page 39: Getting the Message Right - November 2012

5. Real stories with appeal

Page 40: Getting the Message Right - November 2012
Page 41: Getting the Message Right - November 2012
Page 42: Getting the Message Right - November 2012

6. SpokespersonNot just your athletes

Page 43: Getting the Message Right - November 2012
Page 44: Getting the Message Right - November 2012

7. Seasonal stories

Page 45: Getting the Message Right - November 2012
Page 46: Getting the Message Right - November 2012
Page 47: Getting the Message Right - November 2012
Page 48: Getting the Message Right - November 2012
Page 49: Getting the Message Right - November 2012

8. Use new media toolsBring life to your stories

Page 50: Getting the Message Right - November 2012

9. Have a plan

Page 51: Getting the Message Right - November 2012

10. Measure results

Page 52: Getting the Message Right - November 2012

In Summary…1. Identify your target audience2. Tailor your messages3. Think ‘broad’ media4. Try a variety of tools5. Plan and measure

Page 53: Getting the Message Right - November 2012
Page 54: Getting the Message Right - November 2012

Sue Anstiss 01628 630363

[email protected]