help, i have dont have enough budget! a presentation to the canadian public relations society...
TRANSCRIPT
Help, I have don’t have enough budget!
A presentation to the Canadian Public Relations
SocietyOttawa/Gatineau
www.deltamedia.ca
Ah, the good old days
Reality for many
• Tight budgets• High
expectations• Needing to do
more with less
• What to do?
What to do?
1. Recognize you are richer than you think
2. Take a more focused approach3. Advocate for more budget
Top Issues - SLP Members
0 500 1000 1500 2000 2500 3000 3500
Awareness of Speech-Language Pathology with government
High workloads
Awareness of Speech-Language Pathology with the public
Healthcare funding
Awareness of Speech-Language Pathologists amongassociated health & education professionals
Unregulated healthcare professionals practicing in Audiologyfield
Shortages of professionals (Recruitment/Retention)
Use of supportive personnel
Changing scope of practice
Score
NA
Rated 6 or 7
Rated 3,4 or 5
Rated 1 or 2
You’re richer than you thinkA broader view of resources
You’re richer than you think
Time• Work in phases• Start with low-hanging fruit• Take the time to find partners
– Canadian Dental Hygienists Association– Two years to find corporate sponsors– Working in phases from general awareness
to specific action
You’re richer than you think
People• Find people-intensive ways to do
things (i.e. Meetings, calls, letters, local campaigns) – CAILC and the power of 28 centres
across Canada – staff, volunteers and sponsors
– 28 local campaigns– 1 giant national impact
You’re richer than you think
Vehicles• Use what you have
– National Public Service Week– Website to connect with local
coordinators– Pay stub inserts to connect with
employees
• Generate much-needed revenue– Canadian Psychiatric Association
You’re richer than you think
Strategic Intelligence• Target, target, target • The right audience + the right
messages = greater ROI– Task Force Two– Careful research and input from members– 450 key health administrators– 60 key health reporters
You’re richer than you think
Good Will• Recruit volunteers• Secure sponsors, donors and partners• Focus on earned media
– Learning Disabilities Association of Canada
– Good cause + reputation = 100 million impressions at no cost
A more focused approach
A more focused approach
The right audiences• Fewer audiences = more $ per
audience• Focus on:
1. Those whose behaviour makes success happen
2. Those who most influence #13. Those you can actually reach4. Those most likely to take action
• Cue cards, not flip charts
A more focused approach
The right vehicles• More targeted vehicles = less
wasteMass Community 1-to-1
• Community:• Events, specialty publications, websites
• 1-to-1• Direct mail, email, telephone, meetings
A more focused approach
The right time– The Moment: when the audience is
looking for information, deciding and acting
– Be there at that moment, or– Make it easy for the audience to come
to you at that moment• Web as an easy-to-use archive for your
audiences
Advocating PR
“Why do we do PR again?”
- Your CEO
Advocating PR
1. Link PR to your organization’s mission and vision
– Start from the priorities of the Board of Directors
– Understand how PR makes those priorities happen for your organization
Advocating PR
2. You’re in the verb business– Voters vote. Customers buy. Donors
give. Partners help out. Volunteers sign up. Members join and participate. Employees perform. Governments legislate. The news media get it right.
– Go beyond what you do; describe what you make possible.
3. Make sure you know:• How much annual revenue comes
because of the actions your audiences take
• How much you spend communicating with each audience
• What ROI is generated by PR• What the risks are of doing nothing • How much your competitors are
spending
Advocating PR
Advocating PR
4. Ask for More• Focus on ROI, risks and
competitors• Present scenarios that show how
reach and effects increase as investment does
• Start early
Closing Thoughts
• Be an optimist – focus on strengths, not weaknesses
• Be strong enough to focus• Value what you do for the
organization and help others understand
Over to you
• Questions• Comments
• Thanks!Bernard Gauthier, MA
Managing PartnerDelta Media Inc.(613) 233-9191