using social media for project delivery
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Media TrustUsing Media to Support
Project Delivery
Suchandrika ChakrabartiCommunity Newswire and England
Outreach Manager
Open coursesRegular training sessions on marketing, digital, PR and media relations led by industry professionals
Bespoke trainingTailor-made training designed specifically for your organisation
Consultancy121 expert advice and professional support for all charity communications issues
Productions Award winning films for charities
Services
The UK’s only channel for charities, communities and causes watched by 1m people each month
Each year we premier 500 new programmes with 1,500 new charity and community films
You can: - Submit films for broadcast - Sponsor a season, strand or event- Pay for a guaranteed regular programme slot for your series or film- Buy advertising airtime
Broadcasting on Sky 539, Virgin 233 and Freeview 63, BBC iPlayer, YouTube and BT Vision.
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Community Channel
Media matchingFree 121 support and advice from a media industry volunteer sign up on or website for an online match
Community newswire Distribute your press releases for free by joining community newswire service
Call us on 0207 871 5600 Email: [email protected]
The Art of Engagement Autumn Conference 2014
Date: 20 November 2014, 9.30am-4.30pmVenue: Museum of London, Barbican
Check out our new team ticket - buy three tickets for your organisation and get the 4th FREE! In an increasingly noisy digital world, how do you convert your online audiences from passive listeners into active supporters?
How do you identify new audiences and measure the success of your messaging and content?
How can content strategy connect people with your work and turn them into influencers? Our November conference will bring together experts in communications from charities, agencies and the media industry to offer tips and advice on attracting, retaining and engaging your audience. Hear from organisations including;
What is Community Newswire?
• A free news distribution service
• Created in 2004 as a partnership between Media Trust and Press Association – 2014 is our 10th anniversary
• PA is the national news agency for the UK and Ireland
• Founded in 1868, PA delivers text, pictures and videos to all major UK news organisations
How does it work?
1) Press release received by Media Trust
2) Chosen press release written up as news by PA journalist
3) News story distributed to media organisations
The call to action in your Community Newswire story can be further amplified through our Do #Something Brilliant campaign:
• Upload a Little Brilliant Thing to become part of the campaign and benefit from our social media following
• Your charity could appear in a Brilliant Britain show on Community Channel
• Ask your founder / CEO / other senior staff to appear in My Brilliant Moment for Community Channel / our websites
CNW as part of Do #Something Brilliant
Raising Awareness
• Why• When• How
Why raise awareness?
Why raise awareness?
To reach people and then…
1. Change opinions / behaviour
2. To influence policy
3. To let those in need know about you
4. To gain supporters and funders
When do you need to work on raising awareness?
- Building awareness is an ongoing concern, in part thanks to the internet
- There are more opportunities to reach the public, but there’s also a lot more competition for attention: Google rankings, mobile, online video, offline TV, print
- Does your charity have an anniversary coming up? Awareness days/weeks/months provide news hooks. Has new research in your field been released? New legislation been announced?
How best to raise awareness?
• Word of mouth
• Mainstream media
• Social media
• Fundraising events
• Celebrity endorsement
• Street chuggers
• Branded items
• Publicity stunts
Developing Case Studies
• What makes a good case study• Communicating your message
What makes a good case study?
A sense of the subject’s voice and enthusiasm for your organisation.
1) An engaging case study has three acts:• Before: why did the subject come to your organisation?• During: what help did they find? How did they access the
service(s)?• After: how has the subject’s life improved?
2) A punchy opening that gets straight to the point
3) Details that help create visuals
4) Quotes that help convey tone of voice
Communicate your message
To get your story in the media, it needs to be newsworthy
1) Timing: it needs to be as new as possible. Also keep an eye on the current news agenda.
2) Proximity: will your story work better with a regional focus? Would local media coverage be more useful?
3) Prominence: if you could get a famous person to launch your campaign, it helps…
Communicate your message
4) Significance: the number of people affected by the story. Are you trying to attract new users / volunteers / funds?
5) Human interest: your success stories. Make sure there’s a human face and quote for your statistics
6) Multimedia: photos and videos add interest and make it more likely the story will be picked up
Dealing with the press
• Why work with the media• Developing media relations
Why work with the media?
1. To let people know that you exist
2. It’s a cost-effective way of getting your message to key audiences
3. Can enhance campaign visibility, which can help fundraising
4. To achieve your campaign objectives: more sign ups, more event attendance, more donations, more service users
5. To gain support and change behaviour
Developing Media Relations
Who do you need to reach?
• To change opinions/behaviour: those who don’t agree with you
• To influence policy: decision-makers (MPs, teachers, doctors, etc.)
• To let those in need know about your services
• To raise awareness: supporters and funders (govt orgs down to individuals)
How do you reach them?
• Find readers by age, sex, social class... newsworks.org.uk/Facts-Figures
• Find readers by publication: nrs.co.uk/
• Look for journalists’ contacts at gorkanapr.com/
Developing Media Relations: Approaching Journalists
Do• Have case studies and willing
interviewees lined up• Have great multimedia, or at
least an illustrative photo• Develop good relationships
with a handful of trustworthy journos over time
• Read your target publications closely
Don’t• Send really long emails, press
releases, other documents• Blanket-email editors – they
like exclusives!• Use anonymous case studies –
hard for readers to empathise• Ignore the news agenda or
stick too rigidly to the embargo
Using Social Media
• What can social media add to your campaign?
• Overview of useful platforms
What can social media add to your campaign?
• Quick and free way of getting your message out to a potentially infinite audience
• Easier to build new relationships
• You can track word-of-mouth
• Can take more risks – less permanent
• Can curate your image more easily
• Publicise your content e.g. new blogpost
Overview of useful platforms
Facebook Twitter
• Using your page as a blog
• Showcase for multimedia
• Lets supporters know about updates
• Passive, closed
• Openness allows for new connections
• Conversations with current and new supporters
• RTs can make new allies + underpin tone
• Can get lost in the ever-updating feed
Overview of useful platforms
YouTube Others
You might find more opinion-formers here
Photos, sharing, more female
• Video is a powerful way of telling your org’s stories
• Brings case studies to life
• Younger demographic
• Filmmaking is costly + time-consuming
And finally… animal stories will always be winners!