Balancing public and specialist audiences. Audience strategy conference, 26 May 2016

Balancing public and specialist audiences

Rhonda Smith, director

Kate Viggers, senior account manager

Maisie Smith, account executive

Welcome!Scenario, Message Mapping, Story-telling, Case Study

Rhonda Smith, director

Kate Viggers, senior account manager

Maisie Smith, account executive

Agenda

26/05/15 – ©Minerva UK Ltd

• Scenario – role-play• Message mapping• Story-telling • Case study • Final Q&A• Take home messages

Scenario 1 of 2


• Dementia is a devastating brain disease that impacts (usually) older age groups, families and health and care systems

• Increasing numbers however of younger people (50+) are being diagnosed world-wide

• Increasing scientific & epidemiological evidence that a virus may be driving this increase

• Funding to research this new scientific agenda (Virus Associated Dementia - VAD) is urgently needed

• A ‘business case’ report has been produced by the VAD charity in order to engage with key stakeholders & raise awareness/interest in research support

• Key identified stakeholders are MPs, funding bodies, industry and specialist media

Scenario 2 of 2


• You are members of one of those 4 key groups

• Your task as a group is to discuss • 1. the messages

• 2. the actions from your particular perspectives

that will work for/interest you/your group

• 10 minutes to discuss & then plenary feedback• MPs

• Funding bodies

• Industry

• Specialist media


Balance the brain (facts/evidence) with heart (emotion/attachments)

Individual v society – public v specialist

Creating effective audience engagement

sentmessage

message

message

message

received

understood

The Message JourneyHow well it is received, understood, adopted depends

on an understanding of each group’s ‘starting point’.

action/adoption

Check 1 Check 2 Check 3 Check 4


Message Mapping – what? 1 of 2

Matrix that brings together information on – Target stakeholder groups – Your key messages for those groups – Each group’s status/perception

versus your message/project

Matrix that provides information to drive ‘shift’ – Content you need to create– Channels you need to utilise– Targets you need to reach


Stakeholder group Take out message Current perception/status Making the shift

Identified priority groups From your organisation/ project Do you know?

How to find out?

Actions, Channels, Targets

Message Mapping – what? 2 of 2


Message Mapping – drives strategic thinking


Let me tell you a story …


The science behind storytelling – how it works

• Human beings make up stories in their heads for every action and conversation. In fact, 65% of our conversations are gossip and storytelling.

• In its simplest form, a story is a connection of cause and effect. And that is exactly how humans think! Our brain is always looking for the cause and effect relationship of something we've previously experienced.

• When we hear a story, we naturally want to relate it to one of our existing experiences. While we are busy recalling a similar experience, the ‘insula’ part of our brain is activated, which helps us relate to that same experience of emotion.

An end

The man hears a story about love, a spider, world peace or

being stung by a bee

The appropriate part of the man’s brain is stimulated, arousing ‘recall

feelings’ of surprise, fear, happiness or anger, enabling him to

empathise & relate


A beginningA end

A middle

What, why, who?

A middle An end

How? What happened?


Every organisation has a story to tell…


What is YOUR organisation’s story?

Every organisation has a story to tell…

Case Study 1 – Food security

The story:

The feed & food security challenge in Europe

Top line message:

Insects are a potential part of the solution

The middle (actions):

Identify risks & issues; assess the political landscape; measure consumer acceptance


Case Study 1 - Audiences



Insect protein is safeInsect protein is economically viable

Insect protein is environmentally friendlyInsect protein tastes ok

Insect protein has market potential

Insect protein is safeInsect protein is economically viableInsect protein is environmentally friendlyInsect protein tastes okInsect protein has market potential Insect protein is safe

Insect protein is economically viableInsect protein is environmentally friendly

Insect protein tastes okInsect protein has market potential

Case Study 2 – Malnutrition

The story:

Malnutrition in hospital patients is an urgent public health issue

Top line message:

A universal screening tool is needed to identify and drive treatment

The middle (actions):

Design tool; validate tool; secure endorsements; inform & educate healthcare professionals


Case Study 2 - Audiences



Malnutrition is common It’s unrecognised & untreated Improved health outcomesReduced cost/care burden

Malnutrition is commonIt’s unrecognised & untreated

Improved health outcomesReduced cost/care burden





Malnutrition is commonIt’s unrecognised & untreated Improved health outcomes

Reduced cost/care burden

Malnutrition is commonIt’s unrecognised & untreated Improved health outcomes

Reduced cost/care burden

Case Study 2 – Messages: common & supplementary

Questions & Comments


Take home messages

1. Everyone is a member of the public - no matter their specialist interest

2. All organisations have a story to tell – a beginning, middle & end (with a plot, characters & drama)

3. Core message potentially the same- supplementary/relevancy & delivered to suit


Thank you for attending.

Want to know more? Visit our advice surgery & stand

Rhonda, Kate & Maisie


Visit the CharityComms website to

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Balancing public and specialist audiences. Audience strategy conference, 26 May 2016

Government & Nonprofit

Transcript of Balancing public and specialist audiences. Audience strategy conference, 26 May 2016