communicating effectively with your audience

welcome

Page 1Credentials Document 2014

Communicating effectively with your audience

The Young Foundation workshop

19th January, 2pm to 5pm

Introducing PR Claremont &

marketing Communications• Founded in November 2008

• Member of PRCA and Consultancy Management Standard (CMS) accredited

• Experts in public and voluntary sector campaigns

• Winners of the PR Week Specialist Agency of the year 2014

Simon FrancisExtensive experience of leading award-winning multi-disciplinary campaigns like Apprenticeship Week and Tomorrow’s Engineers Week.

Delivered social media training to a host of NGOs, government departments and charities and was media director at the WorldSkills London 2011 event.

Currently vice-chair of PRCA’s Not-for-profit Group and a trustee of the Association of Colleges.

@si_francis

Emma PrinceA PR Consultant with over five years media relations experience

Worked in-house in charity press offices including the Alzheimer’s Society and National Deaf Children’s Society

Worked in-house in the Department for Environment, Food and Rural Affairs press office

@Emma__Prince

This afternoon’s agenda14:10 – 14:25 Section one – What is effective communication?

14:25 – 14:40 section two – identifying your audience

14:50 – 15:40 section three - assembling your story

15:40 – 15:50 break

15:50 – 16:30 Section four – targeting the media

16:30 – 16:45 section five – joining the online conversation

16:45 – 17:00 Summary

What is effective commmunication?

Section one

Identifying your audience

Section two

Exercise

Online tools

• Google alerts• Twitter• LinkedIn• Topsy• Meetup• Facebook

Assembling your story

Section three

Exercise

• The news hook

• What is your story?

• Media materials

What is your story

• The launch of a new community project in x area

• New shocking statistics which back up the need for your project

• A milestone - x project has helped x number of mums with post natal depression

• A request for funding – x organisation is calling on xx to

help raise vital funds for xx project

The news hook

• A related awareness week or national day

• Political debate or policy initiative

• A major event or conference

• Anything where you can establish relevance!

Exercise

Media materials

Press releases:• What do I say?

• How do I say it?

Media materials

The Press Release - summary• Short form key info

• Who, why, what, where and when?

• Quote

• Contact details and additional info

Media materials

Additional collateral• Case studies

• Spokespeople

• Worked examples

• Statistics

• Videos, infographics, images

• Resources

Media materials

Case studies

Prepare your materials

What to remember

Find your hookKnow your story

10 minute Break

Targeting the media

Section four

Different types of media

Who to target?

Google alerts

Social media

Finding journalists

Exercise

Pitching your story

• Initial email

• Exclusivity

• Your follow-up

• Recycling your coverage

An option, yes. A must, no.

Exclusivity

Your initial email

The subject line:

Your initial email

The story in a few lines:

“This is [your name] of [organisation]. Hope you’re good. We’re about to launch a new project in [area] which aims to [who you’re helping and how] Happy to give first refusal.  Drop me a note or call me on [your mobile] and I’ll forward the info. BTW: liked your [refer to a recent story]”

Your follow-up

Don’t forget to follow up!

Recycling your coverage

• Tell anyone that will be impressed!

• The importance of social media

WHAT TO REMEMBERStory in the subject line Follow-up = 24-hoursTell the world

Exercise

Joining the conversation

Section five

Joining the conversation• Twitter• LinkedIn• Online news Articles• Blogs• Meetup• Vine• Tumblr

Words Data Images

Video & audio (A little) money

Using social media to enhance stories

IN SUMMARY• Your message needs to be to the

point• Spend time researching your

audience• Create strong media tools• Identify your target media• Prepare a strong pitch• Get involved in the conversation

"If I was down to my last dollar, I'd spend it on public

relations.“Bill Gates

ANY QUESTIONSSign up to Claremail on the Claremont

website

@Claremontcomms

@Si_Francis

@Emma__Prince