United Nations Global Compact Media Training Workshop for ...€¦ · Global Compact Local Network...

United Nations Global Compact

Media Training Workshop for

Local Networks

Kristen Coco

13 June 2014

1. Setting the Stage

2. Logo Refresher

3. Media Overview & Profiling the News of Local Networks

4. Media & Outreach: Strategies & Tactics

5. Social Media Case Study: Business Partnership Hub

6. Preview: Global Corporate Sustainability Report 2014

AGENDA

Global Compact Local Network Logos – Rules of the Road

BE AMBASSADORS OF THE BRAND,

following guidelines and helping to bring coherence globally

• The type logo with “United Nations Global Compact” written horizontally is for use by the Global Compact Office only.

• Follow the brand guidelines and design manual: Use the correct fonts, colors and appropriate logo in all documents, publications, websites, social media platforms, etc.

Design Manual: http://unglobalcompact.org/docs/about_the_gc/UNGC_Designmanual.pdf

• Do not create new logos. • Do not modify the logo. • Do not give the UN Global Compact logo or Local Network logos to

anyone.

Logo Refresher

Logo Refresher

Global Compact Office Global Compact Local Networks

Logo Refresher

Correct Logo Usage Improper Local Usage

Logo Refresher

Improper Local Usage

Media Overview

The New Media Reality

• Media should be viewed holistically, target audiences are more informed, increasingly cynical, and more empowered

• News is delivered 24/7 by global and specialized news organizations—and is being amplified instantaneously through digital channels

• The media landscape is shifting dramatically as new channels emerge and become increasingly interconnected

SEARCH CONTENT

PAID

AMPLIFICATION

Outreach to Media – The Basics

• Establish and nurture relationships with journalists.

• Develop a media policy. • Who is your primary spokesperson to speak to the media?

• Make sure they are prepared, with key messages. Know what you are

and aren’t able to answer. • Media Training

• As a voluntary UN initiative, the Global Compact does not comment or

make judgment on specific companies or their practices in the media.

Media Overview

Responding to Media Inquiries – The Basics

• Time is of the essence. Be aware of journalist deadlines. • Know the ground rules for the interview.

• On background (in-person, via phone) • On the record (in-person, via phone) • TV/Radio

• Be ready for in-depth questions and follow-ups. • Start with your conclusion. • Stick to your key messages. • Come prepared with colorful anecdotes and real-life examples to tell

your story. • Set a time limit with the reporter.

Media Overview

Responding to Media Inquiries – The Basics (Cont.)

The bottom line for interviews: It’s a transaction, not a conversation. Tricks of the Trade for Interviews: • Repetition: Repeat your key messages • Flagging: Highlight your key messages

• The critical point is…

• The most important thing to remember is…

• If you remember one thing, I hope it’s…

• Bridging: Transition back to your key messages

• The reality is…

Media Overview

Local Network News featured on the Global Compact website, bulletin and social media

http://unglobalcompact.org/NetworksAroundTheWorld/networks_news.html

• What is newsworthy?

• Global level: launch of a major new initiative, report, major event • For networks: special events at the local level, new network working groups • Think like a journalist: what grabs attention? Stars and stories.

• Include the impact of your news– on employees, on the community

• Not newsworthy: • Announcements of future events • News on specific companies • Webinars

• Local Network News Guidelines: http://unglobalcompact.org/docs/networks_around_world_doc/

communication/2013_05_13/Local_Network_News_Guidelines_Template_9_5_13.pdf

Profiling the News of Local Networks

Stars & Stories

Sample Communications Objectives

1. Capitalize on key milestones and assets to drive media coverage in the UN Global Compact, its issue platforms, and local activities through the Local Networks.

2. Help position the UN Global Compact and the private sector as a critical pathway for achieving greater collaboration and action towards a more sustainable and inclusive global economy.

Target Audiences - Business (companies and SMEs, business leaders and entrepreneurs,

investors, business organizations) - Local governments - Civil society - Media – Don’t think of media as a conduit, but as a target itself.

Media Strategies & Tactics

Now, how do you do it? What is needed?

• Key messages and collateral materials (brochures, fact sheets, case

studies, Q&A documents ) • Can serve as the basis for bylined articles, op-eds, blog posts

• Media Advisory – invitation to the media (who, what, where, when, why)

• Media List • Having the right media contacts is crucial. • Business outlets, business journalists at national newspapers,

sustainability reporters, issue-specific reporters (climate, women) • Resources: online databases (CisionPoint, Bacon’s MediaMap),

Google searches, Google Alerts, stay up-to-date on the news and who is covering your issues

• Enlist the help of others: Global Compact advocates, champion companies, etc. in their speeches and bylined articles/op-eds/blogs



Sample Media Advisory:


Now, how do you do it? (Cont.)

• Announcements / Press Releases

• Start with the conclusion first, followed by supporting information • Quotes to share your key messages • Boilerplate language • Media contact

• How to share your announcements • Website • Bulletins • Social media • Direct emails/calls to journalists

• Press Briefings • Background briefings • Advance briefings in-person, by phone/webinar • Press conferences at events



• Media Partners

• Media outlet gets access to stars and stories • Opportunities for champions to tell the stories behind the Global Compact



• Social Media / Multimedia Twitter: @globalcompact

Facebook: www.facebook.com/UNGlobalCompact

YouTube: www.youtube.com/theunglobalcompact

LinkedIn: www.linkedin.com/company/united-nations-global-compact

Flickr: www.flickr.com/ungc • Social Media Opportunities

• Web chats • Google hangouts • Twitter chats • Live tweeting at events

• Tips to remember • Visuals (infographics, banners, photos) • Enlist the help of others, but make it easy for them. • Social media requires constant upkeep and thrives on interactivity

Social Media Case Study: #BusinessPartnershipHub

● Online Banner Campaign ○ “Find partners. Scale up impact. Support UN goals.” #BusinessPartnershipHub ○ Communications Channels:

Social Media Global Compact Bulletin Local Network Update Issue team newsletters

○ Websites: Global Compact homepage/internal pages, issue webpages, external websites (C4C, CEO Water Mandate), Hub website

○ Provided to Hub users, Partners, Sponsors, Local Networks champions group to share through their channels


● Online Banner Campaign


● Social Media Toolkit ○ Twitter and Facebook/LinkedIn messages developed and distributed for all

stakeholder groups engaged in online banner campaign: Local Networks Action Hubs Sponsors Partners


Social Media


● Hub Introductory/Promotional Video ○ 90-second “how to” video ○ Featured on:

Hub “About Us” page Global Compact’s YouTube Channel http://youtu.be/NyLaizy0T8Q

Global Compact website


● Email Content Marketing ○ Strategy: Capture Hub viewers’ e-mail

information, provide valuable content and convert them to registered Hub users

○ “7 Building Blocks to Creating a Sustainable Partnership Hub” offered as incentive to subscribe to email list (content from UN-Business Partnerships

Handbook) ○ Automated welcome email, to be followed by monthly Hub newsletter in similar format featuring relevant partnership/issue area tools and resources


● Flagship Report of the UN Global Compact ● Based on findings from the Global Compact Annual Implementation Survey ● In 2013: 1,712 respondents from 112 countries ● Helps to understand and benchmark how corporate participants are advancing their commitment to the Global Compact and implementing the Ten Principles. ● Tentative launch date: October 2014 ● Will feature regional analysis, with great opportunity for Local Networks to show what participants are doing in their region

http://unglobalcompact.org/AboutTheGC/global_corporate_sustainability_report.html

Global Corporate Sustainability Report 2014

Thank You

Kristen Coco

[email protected]

[email protected]

United Nations Global Compact Media Training Workshop for ...€¦ · Global Compact Local Network...

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