Raising awareness and how to make the most of your communications

How to raise awareness through PR channels

Understanding your audience

Defining your brand – knowing your key messages

Tips for little or no budget

Leveraging content

Leveraging timely events

Dealing with sensitive causes

Dealing with crises

More ways to get noticed as an organisation

How to raise awareness through PR channels

What is PR?

Pros and cons of different channels

PR Slang

Measuring PR

Tips for spectacular press releases

What is PR?

Timing

Not always about media coverage

Public + relations

Different Channels

Radio

TV

Newspapers – national & local

Magazines

Online – social media, websites, blogs

PR slang

Long lead

Short lead

PR slang

Long lead

Short lead

Glossies

PR slang

Short lead

Glossies

High resolution

PR slang

Glossies

High resolution

Embargoes

PR slang

High resolution

Embargoes

Measuring PR

Value of PR

What’s more powerful –

PR or advertising?

Judging the monetary value

Press release tips

Be concise

Don’t forget your key messages

Supply images

Give all contact information

Make it easy to read

Have a good cover letter

Who is your target audience?

Research who your target audience is

Who currently uses or supports your service? Who could in the future?

What do you know about these people?

Do your research!

Figure out which perspective you’re speaking from

First person, second person, third person

Think about tone

Professional or personal?

Detached or interactive?

What to do when your target audience is everyone

Segment audience into chunks

Target different audiences in different ways

Don’t forget about all your stakeholders – public, members, funders, supporters, government – the list goes on!

Can you guess which newsletter is aimed at funders and strategic partners, and which is aimed at those

within the organisation?

Give props to your funders

Give thanks in newsletters, media,

etc.

Make sure they get something out of your relationship

as well

Consider your

purpose

What do you want to do?

Inform, educate, initiate action?

What call to action are you making?

What do you want them to think, feel, or do?

Defining your brand – knowing your key messages

Craft your key message

Is it as short as possible but no shorter?

Does it convey a message? Not to be confused with your topic!

Is the relevance to your audience clear?

Does it say something new?

Will your audience understand it?

Test your key message

Get a friend or colleague to remember it

Keep it clear

Make sure all your key people know it

Which mediums are right for your message & audience?

What channels will your audience respond to? Media (magazines, newspapers, radio, TV), Newsletter, Case Study, Video – the list goes

on!

Are you trying to reach current stakeholders or potential stakeholders?

Do you already have a database or do you need to get your messages out further?

Are words enough?

Tips for little or no budget

Social Media

Event sites

Know your people

Social Media

Create and curate

Event sites

Free sites

Big reach

Easy to doyourselves

Talented teams

Use the skills and networks of

people in your team

Networking

Leveraging Content

Recycling doesn’t just apply to paper and plastics – there’s no reason you

shouldn’t recycle content too!

Make sure you adapt it to suit the particular channel and audience

Leveraging timely events

Release a media statement

Be open to interviews

Dealing with sensitive topics

Know your key messages

Know your language

Get sign off from all key players

Set out some ground rules if necessary

Dealing with crises

Put a plan in place in case anything does go wrong

Be proactive

Call a professional

What do we do if….?

More ways to get noticed as an organisation

Spokespeople

Celebs

Who’s your hero?

Finding the heroes in your community – a PR tool you can start using

right now!

Next steps – what to do when you leave this presentation

Identify your audience

Figure out your key messages

Get out there!

Call Intelligent Ink

www.intelligentink.co.nz +64 9 629 4213