Case study: communicating quickly to a diverse audience
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Putting Northland first 2010 Media Relations Conference. case study: how we do things at our place
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Case study for the 2010 8th Annual Media Relations Conference: Communicating quickly and effectively to a diverse audience The Northland Regional Council needs to communicate with a large and diverse audience and deliver clear messages to the public. We are using a range of tools including social media to communicate the outcomes of council meetings, civic issues during public consultation and natural disaster threats. The presentation highlights three areas: - success using Twitter - using your website in times of crisis - media and online monitoring
Transcript of Case study: communicating quickly to a diverse audience
Putting Northland first 2010 Media Relations Conference.
case study: how we do things at our place
Putting Northland first 2010 Media Relations Conference.
what I’ll talk about
a bit about us how we use Twitter using our website in a crisis online media monitoring learnings & tips
Putting Northland first 2010 Media Relations Conference.
what we do
environmental management public transport flood protection
research consents harbour safety weed & pest control civil defence education
awards regional planning
economic development tourism promotion
Putting Northland first 2010 Media Relations Conference.
our messages
informing our citizens engaging community on issues positive environmental action civil defence alerts & action
Putting Northland first 2010 Media Relations Conference.
council and media
local body politics is about: change and emotion opposing points of view criticism and blame winning and losing
Putting Northland first 2010 Media Relations Conference.
how we operate
small communications team staff induction – media policy compulsory media training see media as an opportunity
Putting Northland first 2010 Media Relations Conference.
what makes news
Putting Northland first 2010 Media Relations Conference.
how we use Twitter.
Putting Northland first 2010 Media Relations Conference.
Putting Northland first 2010 Media Relations Conference.
objectives & metrics
Objective MeasureExtend reach of existing corporate messages online (e.g. news, speeches, web updates, YouTube videos) by building relationships with relevant audiences including intermediaries, stakeholders, and key influencers such as journalists and bloggers
Number of followers; relevance and type of followers; number of web traffic referrals from Twitter to our website content
Provide an informal, ‘human’ voice of the organisation to promote comprehension of and engagement with our corporate messages.
Feedback from followers (unsolicited and solicited)
Provide thought leadership and credibility, increasing our visibility as the experts in our remit within the online space
Feedback from followers (unsolicited and solicited); number of re-tweets (Twitter users repeating our updates); clickthroughs from our tweets
Provide an additional, low-barrier method for audiences to interact with the Regional Council provide feedback, seek help and suggest ideas
Volume and quality of @reply and DM contact from followers; impact of this feedback on the Regional Council
Provide live coverage of events (such as policy launches, media briefings, council and committee meetings) for those who cannot attend
Number of events covered per year; positive feedback on that coverage
Putting Northland first 2010 Media Relations Conference.
www.nrc.govt.nz/twitter
Putting Northland first 2010 Media Relations Conference.
Civil Defence alerts
Putting Northland first 2010 Media Relations Conference.
publish tips & facts
Putting Northland first 2010 Media Relations Conference.
live stream events
Putting Northland first 2010 Media Relations Conference.
ask for help or ideas
Putting Northland first 2010 Media Relations Conference.
thank those that help
Putting Northland first 2010 Media Relations Conference.
link to photos
Putting Northland first 2010 Media Relations Conference.
respond to queries
Putting Northland first 2010 Media Relations Conference.
go behind-the-scenes
Putting Northland first 2010 Media Relations Conference.
create lists
Putting Northland first 2010 Media Relations Conference.
Twitter success
work openly, be accountable keeps our citizens informed extended our audience reach provide additional media alerts
Putting Northland first 2010 Media Relations Conference.
using our website.
Putting Northland first 2010 Media Relations Conference.
Putting Northland first 2010 Media Relations Conference.
Putting Northland first 2010 Media Relations Conference.
using your website
make it easy to access & find update, update, update – 24hrs flexible, relevant, authoritative provide online image gallery helps with media queries
Putting Northland first 2010 Media Relations Conference.
Just wanted to congratulate you on a fantastic website for Northland Civil Defence, with very up-to-date information. It’s a very valuable resource. Congrats to those who spend time keeping it up-to-date.
Breakfast TV, Television New Zealand (July 2008)
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Putting Northland first 2010 Media Relations Conference.
media monitoring.
Putting Northland first 2010 Media Relations Conference.
www.google.com/alerts
Putting Northland first 2010 Media Relations Conference.
www.google.com/alerts
Putting Northland first 2010 Media Relations Conference.
www.netvibes.com
Putting Northland first 2010 Media Relations Conference.
www.addictomatic.com
Putting Northland first 2010 Media Relations Conference.
www.icerocket.com
Putting Northland first 2010 Media Relations Conference.
www.socialmention.com
Putting Northland first 2010 Media Relations Conference.
www.socialmention.com
Putting Northland first 2010 Media Relations Conference.
www.keotag.com
Putting Northland first 2010 Media Relations Conference.
youropenbook.org
Putting Northland first 2010 Media Relations Conference.
summing up
train your key staff be open and honest media is only one channel prepare a crisis plan monitor, prepare, monitor
Putting Northland first 2010 Media Relations Conference.
Thank you.@WebTaniwha | [email protected]
Jason DawsonGeneral Manager - Community Relations
0800 002 004www.nrc.govt.nz
