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Plan for successful PR. Hilary Briggs Public Relations Officer District 71. The Challenge!. Current members: 7,000 Estimated churn (40%): 2,800 For 10% growth: 700 New members required: 3,500 pa Guests required (1/3 convert) : 10,000 pa - PowerPoint PPT Presentation
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Plan for successful PR
Hilary BriggsPublic Relations Officer
District 71
The Challenge!
• Current members: 7,000
• Estimated churn (40%): 2,800
• For 10% growth: 700• New members required: 3,500
pa• Guests required (1/3 convert) : 10,000
pa• PR touches req’d (1% read/hear): 1M
pa• For action (typically 7 touches): 7M
pa
How? - Example
• Articles (4/mth, 50k views each):
2.5M• Local media (25 clubs, 4/yr, 10k views):
1.0M• Word of mouth (7k, talk to 1/day):
2.5M• Networking (1k speak to 30/wk):
1.5M
• Total: 7.5M
How? Go for guests directly…Use the things which seem to work
most consistently:• Website: 2 guests/mtg(2x25mtgsx250 clubs) :
12,500• Bring a guest:(7k membs – bring 1-2 guests pa) :
10,000
Building the PR network
SUPPORT
STORIESADG
PRO
VPPR
Public
Members Committee
Area Govs
“Experts”
D71.orgMedia
Target groups
Partner Orgs
My request to you…
• Key PR contact person/Division
• Success stories
• “Experts” (e.g. on web/social
media/networking)
The Challenge! – by club
• Current members:30
• Estimated churn (40%):
12• For 10% growth: 3• New members required: 15
pa• Guests required (1/3 convert) :
45 pa• PR touches req’d (1% read/hear): 4,500
pa• For action (typically 7 touches): 31,500
pa