Embed Size (px)
DESCRIPTION
Citation preview
1
Polish your communication for a stronger organisation: making the most of your PR and media work
Insights event 30th June 2011Amandine CourtinTel: 020 7426 8888Email: [email protected]: www.nfpsynergy.net
2
Watford Mencap registers support for “Stand By Me” campaignWatford Observer, 16th June 2011
NSPCC-Backed App Aims To End Cyber-BullyingSky, 8 June 2011
Help for Heroes hits historic £100mThe Sun, 10 June 2011
Cumbrian volunteers helping those in needNews & Star, 7th June 2011
Why everyone working for a charity should be thinking about the media in your organisation
Volunteers Donors
Supporters Service users
3
Charities vs Media
Tips to make this relationship work
Examples of success stories
4
“We need charities to be authoritative, well informed and sometimes well connected and able to find case studies for us”
“Charities are still generally ineffective. They rarely respond in time and offer far too much meaningless waffle”
“I sometimes think charities miss the boat because their media teams don't want the work to be 'out there‘”
“Charities have to remember that although they might carry out very worthy work, they do not have an automatic right to print space. Newspapers have to make tough decisions on stories every day so charities have to make stories as interesting as possible”
Journalists can be critical of charities
5Base: 225 journalistsSource: CMM Spring Wave 19 Apr 11,nfpSynergy
22%
74%
2% 1% 1%
Strongly agree
Slightly agree
Neither
Slightly disagree
Strongly disagree
Don’t know
19%
77%
3%1%
I think charities should be able to campaign to change laws and government policies relevant to their work
I think charities should try and bring important issues to the public’s attention (e.g. through advertising) even if it means offending some people
“Please look at the statements below and indicate how much you agree or disagree.?”
However, journalists do acknowledge the role of charities in society...
6
“Please look at the statements below and indicate how much you agree or disagree.?”
Base: 225 journalistsSource: CMM Spring Wave 19 Apr 11,nfpSynergy
53%
22%
14%
4%4% 3%
Strongly agree
Slightly agree
Neither
Slightly disagree
Strongly disagree
Don’t know
I think charities should have a leading role to play in the Big Society
36%
34%
11%
7%
8%
3%
I think charities have the capacity to be able to play a leading role in the Big Society
...and in the Big Society
7
8
Charities vs Media
Tips to make this relationship work
Examples of success stories
9
Journalists and general public have a different idea of what the ideal charity should be
6%
20%
35%
33%
49%
63%
29%
37%
30%
31%
33%
36%
37%
38%
48%
51%
Authoritative
Reputable
Professional
Informative
Accountable
Trustworthy
Campaigning
Effective
J ournalistsGeneral public
Base: 204 journalists/1,000 adults 18+ BritainSource: CMM Autumn 07 / Brand Attributes April 2007
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
10
7%15%2% 9% 68%
-20% 0% 20% 40% 60% 80% 100%
Charities understand theneeds of journalists
Strongly disagree Somewhat disagree Not sure Somewhat agree Strongly agree
“To what extent do you agree with the following statements?”
Base: 211 journalistsSource: CMM Spring 10 Wave Mar- Apr 10
Charities should try harder to understand the needs of journalists
11
68%
35%27%
24%23%
19%
10%1%
40%
55%64%54%
53%46%
0%
20%
40%
60%
80%
0% 20% 40% 60% 80%
Effectiveness is represented by bubble size, as well as on the x axis.
% who think charity is very/somewhat effective
% w
ho h
ave
had
cont
act
wit
h th
e ch
arit
y
Base: 209 journalistsSource: CMM Spring 10 Wave Mar- Apr 10
The relationship between effectiveness and contact – making contact is important
12
“What is the best thing you have seen a media team do in the past 6 months?”
Base: 200 journalistsSource: CMM Spring 18 Wave Oct/Nov 10
2%
2%
2%
3%
4%
2%
4%
22%
NSPCC – Full stop
Cancer research UK – what is coming up / regular updates
Sports relief – Celebrity campaigns
DEC on Pakistan / Haiti
Cancer Research UK – Race for life
Charities having high profile at events
Being responsive to research stories / queries
Charities who target the audience that I am working on
Be targeted
13
5%
27%
30%
48%
48%
49%
60%
67%
96%
53%
Other (please specify)
Attending events
Through my work colleagues
Charity web sites
Newswires (e.g. AP, PA, Reuters)
Media officers doing ring rounds
Personal Communications (letter, invitation, phone call etc)
Personal contacts in charities
Media coverage in other publications/programmes
Press releases
Base:179 journalistsSource: CMM Wave 15 Mar-Apr 09
“How do you hear about the work of charities or their campaigns in the scope of your work?”
Press releases: the first point of contact with journalists
14
Press releases are effective
2%
2%
5%
8%
8%
9%
13%
14%
17%
18%
18%
39%
41%
50%
56%
Other
They twitter me
Through www.askcharity.org.uk
Through other publications
They post press releases/info to me
Through journalist colleagues
They arrange a personal briefing with me
They arrange a coffee/lunch meeting with me
They phone me to follow up a press release
Through the specific charity’s website
They phone me well in advance to find out what I need for a story
They phone me with a specific idea/query
They have a press officer who I know
They email with a specific idea/query
They email me with a press release
Effective
“Please tick the 3 most EFFECTIVE ways in which you come into contact with charities (apart from contacting them yourself”
Base: 209 journalistsSource: CMM Spring 10 Wave Mar- Apr 10
15
Headlines for press releases are crucial
5%
9%
29%
50%
41%
64%
7%
7%
26%
29%
56%
64%
Quiet on the news front
Rung before hand by thepress officer
Know the person who sentit
Know the organisation whosent it
Good previous experienceof the organisation who
sent it
Headline isintriguing/topical/engaging
Oct-Nov 09Sep-Oct 08
“What dictates whether you read a press release (tick the two most important reasons)”
Base: 141 journalistsSource: CMM Autumn 09 Wave Oct-Nov 09
16
Make it local….
17
Make it local….
19%
22%
22%
38%
34%
34%
40%
40%
45%
42%
54%
15%
9%
9%
11%
11%
12%
16%
21%
29%
32%
-30%
-29%
-14%
-27%
-26%
-15%
-17%
-13%
-13%
56%
52%
4%
3%
5%
-24%
Celebrities
Fashion and style
Sport
Charities
Arts and heritage
Business
Foreign news
Politics and government
Education
Technology and science
Health
National news
Local or regional news
Not at all interested Not very interested Not sure Quite interested Very interested
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 09, nfpSynergy
“Please indicate how interesting you find each of the different areas below when they are covered in the news or media. These may be subjects that you read in newspapers and magazines, see on the TV or hear on the radio.”
18
“Anything that has a local element. Local case studies are what we always need.”
“The fact they relate to the area I cover. The fact they deal with topical issues and can be 'dressed up' with case studies”
“Charities need to take account of the added value regional and local newspapers can give and tailor case studies accordingly.”
“I think charities need to be more generally aware about the needs of local newspapers - such as ages and names of the people they tell us about”
19
....and personal
20Base: 200 journalistsSource: CMM Spring 18 Wave Oct/Nov 10
“The campaigns which have a hard news element, those which lend themselves to good human interest stories and picture/video opportunity (Race for Life, Red Nose Day), those which are very relevant to our readership.”
“I want to talk to real people and learn how these things have affected them.”
“They had a human face and weren't too over familiar.”
“As always, I believe the human story is what gets the most effective coverage. A good real-life story that touches people and will endear people to the charity and inspire them.”
21
Charities vs Media
Tips to make this relationship work
Examples of success stories
22
14%
2%0%
10%
20%
30%
40%
50%
Oct-05 Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Apr-11
Cancer Research UK-Race for life
“Listed below are a number of campaigns and initiatives run by various charities, pressure groups or voluntary organisations. Please indicate your level of awareness of each campaign and initiative.”
Spontaneous mentions of Cancer Research UK’s Race for Life
Base: Variyng base of journalistsSource: CMM Spring Wave 19 Apr 11,nfpSynergy
23
24
nfpSynergy30 June 2011
Nicola DoddHead of PR
25
Media relations this week…
Breast Cancer Awareness
MonthThe
Swim
Shine
Fabulous
Take A
Break
Dallaglio Foundation
Xmas in July
T4 On The BeachBobby
Moore Fund
Superdrug festival
essentials
Signs and Symptoms mobile app
Man’s Hour
Race for Life sponsorship
return
Jenny Packham
wedding pin badge
26
PR and fundraising
• Corporate partnerships• Special events• Trading• Fundraising products – Race for Life• How do we know PR is working?• Social media
27
Corporate partnerships
• Our media relationships give us professional credentials
• Our insights help with pitches
• Great media relations mean great case studies for new business teams
• TK Maxx – Give Up Clothes For Good
28
Trading
• Create bespoke features
• Christmas in July
• Local stories
• Valentine’s flowers – shoptobeatcancer.org
29
Special events
• Celebrity red carpet
• Media partnerships
• Sound & Vision
30
Race for Life
• Change of name to Tesco and Cancer Research UK’s Race for Life
• Media teams
• Respecting our case studies
• Same product year on year – 18th year!
31
How do we know PR is working?
• Key driver for committed giving sign ups
• Impact on donations for longer than paid-for media
• NfpSynergy awareness
• Google analytics – traffic spikes
• Still a challenge
32
Spontaneous recall of charities’ media campaigns Top 10
“Do you recall any specific media campaigns carried out by charities, voluntary organisations or pressure groups over the last 6 months? Please list up to 4 charity media campaigns which you recall.”
Base: 188 journalistsSource: CMM Spring Wave 19 Apr 11,nfpSynergy
3%
3%
3%
4%
4%
5%
7%
10%
14%
16%
0% 20% 40% 60% 80% 100%
Marie Cure Daffodil Appeal
WWF-UK
NSPCC – Stop/Full stop
Movember
Save the Children - No Childborn to die
British Heart Foundation
Macmillan Cancer Support
Comic relief- Red Nose Day(combined)
Cancer Research / CRUK –Race for life
Cancer Research UK
Apr-11
33
Awareness and interest in ‘Race for Life’ – Cancer Research UK
4%
87%
3%6%
Definitelyaware
Probablyaware
Not sure
Definitelynot aware
Not stated
AwarenessListed below are a number of campaigns or initiatives run by various charities, pressure groups or voluntary organisations. Please indicate your level of awareness of each campaign
Listed below are a number of campaigns and initiatives run by various charities, pressure groups or voluntary organisations, please indicate your level of interest in these campaigns
Base: 232 journalists who are aware of the campaign/ 233 journalists who are interested in the prompted campaignSource: CMM Spring Wave 19 Apr 11,nfpSynergy
35%
30%
18%
10%
7%
Very interested
Somewhatinterested
Neitherinterested nordisinterested
Somewhat notinterested
Not interestedat all
Don't knowabout thiscampaign
Interest
34
The media and social media – the basics
• Ask journalists to tweet about us• Post links to great media coverage on our FB page• Following the media twitterati to interact with the news
agenda as it unfolds on Twitter• Get our content into the media’s own communities• Engaging with their blogs• Right the wrongs
35
nfpSynergy30 June 2011
Nicola DoddHead of PR
37
#10 :Stand out from the crowd
What’s New Pussycat? Tom Jones
With 150,000 voluntary and community groups, charities have to do a bit better than just ‘we're doing something
nice for a beneficiary group which deserves it’.
38
#9: Simplify your message
De doo doo doo, de dah dah dah The Police
“Be aware of exactly what you are saying, and replace technical terms with everyday words.
A postman should be able to understand answers given by a microbiologist
– and vice versa.”
39
#8: Be specific
It’s all about me Chelsea Staub
People are more responsive to personal stories than to a mass of anonymous statistics. If you have an individual story that
illustrates a general point, use it.
40
#7: Get it together
Be prepared Winston Samuel
“Reporters often want additional elements to round out their story – photos, case studies, data etc. You need to be able to provide these at the drop of a hat.”
41
#6: Research the publication
Understand me Starecase
If I come to associate a PR with indiscriminate spamming and sending me dozens of stories which aren't any good for for me, it's more likely that I'll wrongly ignore a good story, which will make me even madder at them!
42
#5: Understand the audience
Are you talking to me? Torpedo Boyz
It’s annoying when PRs don’t consider what is relevant to the audience: like trying to sell you the GTi when you’ve
made it clear you’re a family man.
43
Make a personal connection with the journalist(s) you think will be interested in your stories. It doesn't mean being best friends - this is
business - but just establishing a relationship, by email probably, will make it more likely that I'll run their stuff.
#4: Understand the journalist
If you don’t know me by now Simply Red
44
Don’t call reporters only when you need them. Keep the relationship alive. If the relationship is there, you will
always have more access when you do need them.
#3: Commit!
We don’t talk any more Cliff Richard
45
The worst thing is when PRs aren’t around when you want something, or if they don’t respond to you even to say ‘I’ve got
your request and I’m working on it’.
#2: Be there
Reach out (I’ll be there) The Four Tops
46
Never make promises you can’t keep. Nothing will destroy a media relationship faster than if you promise
something you can’t deliver.
#1: Keep your promises
Promises, promises Generation X
47
Remember
“Press releases, phone calls, Tweets, emails, chats over coffee: these are all your tools, but the content of your conversation is what it's all about.”
48
Any questions
