use media (and everything else you have) to get recognition for your community service
DESCRIPTION
Use owned, earned and paid media.to score recognition for your community service. Presented to the Lions Club Convention in Brisbane on 18 October 2013.TRANSCRIPT
Use media to make your Club
stand out
Bob Crawshaw Kambah Lions Club
Why we need promotion
new members events, causes, fund raising earn well deserved recognition
Media environment
time poor
communications clutter
competition
continuing narrative audience-focused simple human interest & local benefit call to action
Media messages
Storytelling example
personal situation
linking with Lions
how did Lions help
how did they do it
results
next steps
What makes a good media story
who and where are they what benefits do we offer how, where, when to connect
Our audiences
some-one in our community
using their networks to help Lions
Key influencers
Tell your Club story
benefits & risks different environments realistic expectations
Why work with Qld media
What Qld media want from you
new and different human interest and local benefit trends (local and national) the st factor images and statistics
Media tools
Backgrounder Media Release Media Alert
…and if media is not interested …
Own media
Social media
one to one conversations DIY and free intensive brand journalism
Online policy
type of information control and privacy frequency & commitment criticism
Paid media
spread Lions stories across earned, own and
paid media
Media budget
Schedule your stories
measure your efforts
meet to review Club calendar
select activities to promote
expectations (4/4/1 model)
set tasks and $$$$
coordinate with zone/district
30 day club media plan
light club PR with stories
tell them with passion
tell them often
