Tuesday, January 31, 2012

Not for Profit PR: Starting Out In Social Media

In the latest in our PR audio series, North American broadcaster Wayne Kelly and I talk about how not for profits and community groups can get started on Facebook, Twitter, YouTube and other social media platforms.

We outline a very simple four step process for introducing social media into your PR. 

Click on the bar below and enjoy listening.  Let me know if you find this helpful and share your thoughts on what other information I should include in a future podcast on this subject. 


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Wednesday, January 25, 2012

Beginning The Digital Journey

Recently I met with Parentline ACT, a free confidential telephone service for parents and families in the ACT and surrounding area.

Parentline staff are professionally trained to help families and carers with factual, friendly information and support.
We were discussing how not for profits can use social media alongside existing communications cchannels to reach partner organisations and the public.

There was sense of energy as our group explored the possibilities of engaging key people and important sectors through the new communications channels. 

Good luck to the Parentline team as they continue their digital journey.

Sunday, January 22, 2012

Secrets Of Not For Profit Media Success

In the third of our nine part podcast series PR for Not For Profits, North American broadcaster Wayne Kelly and I explore the secrets of how not for profits can successfully work with local newspapers, radio stations and TV  networks.

We investigate how to to make media outlets want to cover your story, how to become newsworthy and the three documents that get media attention:

Each week we post a fresh episode in our podcast series.  Automatically get the next one by adding your address in the email subscription box to the right.

Monday, January 16, 2012

Not For Profit PR Podcast: PR Must Be In Your DNA

This second episode in our Not For Profit PR series explores why planning must be in the DNA of every not for profit.

It talks about planning and the importance of communications objectives, understanding your audiences and crafting convincing messages.

North American broadcaster Wayne Kelly and I finish by outlining three effective marketing strategies that cost less than $500 a year.

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Thursday, January 12, 2012

Most advertisers pay Twitter $1 to $4 per new follower | Poynter.

Most advertisers pay Twitter $1 to $4 per new follower | Poynter.

January 2012 is 21st Century Statecraft Month

Led by Secretary Hillary Clinton, the US State Department has invested heavily in social media and moved it front and centre into its diplomatic outreach.  

The US State Department has over 190 social media accounts with more than half owned by individual embassies. The State department also uses Facebook, Twitter, Flickr, Tumblr, and YouTube.

It has designated January 2012 as 21st Century Statecraft month.

Twenty-first Century Statecraft complements traditional foreign policy by harnessing and adapting today's digital networks and technologies.

State's efforts are comprehensive and impressive. Read more at Leveraging the Tools of 21st Century Statecraft | U.S. Department of State Blog

Wednesday, January 11, 2012

Sunday, January 8, 2012

Not for Profit PR: Why You Need PR Now

This year we are launching a podcast series of nine episodes on Not for Profit PR.
(Click audio bar below.)

It explores how not for profits, charities and community groups can win the attention they deserve, on a budget they can afford. 

The idea came from the free communications workshops which we have been running for eight years and have been attended by 300 organisations.

Each episode will share ideas for getting attention on a tiny budget in areas such as:
  • Episode #1: Why not for profits need PR .
  • Episode #2: Fundamentals.
  • Episode #3: Working with the media.
  • Episode #4: Social media.
  • Episode #5: Word of mouth marketing.
  • Episode #6: Running a successful event: Part 1.
  • Episode #7: Running a successful event: Part 2.
  • Episode #8: Budgets, timetables and other essentials.
  • Episode #9: The people behind your PR.
Listen to Episode #1 for insights on the importance of PR for a not for profit like yours.

You can automatically get new episodes by adding your address in the email subscription box to the right. 

Why do you think community groups need to focus on marketing in 2012?

Monday, January 2, 2012

How To Tell A Story The World Will Listen To

Have a good cause, issue or product, convert it to a simple, well told story and the world will listen.

Over Christmas I have been reading books on storytelling by former World Bank executive and Australian author, Stephen Denning.  Recently I blogged about Denning's thoughts on  corporate storytelling and change.  

So how do you construct an effective story that can stimulate people's willingness to change?

A springboard story is one designed to take listeners to a new level of understanding about a change. This type of story can be used to inform, educate or to shake the skeptics out of their complacency or hostility to your new idea. 

According to Denning an effective springboard narrative has seven  parts:

A strong idea
The change idea you communicate is clear and worthwhile aiming for.

The story is about on a real example of success
It can be from a program that tested a new idea, a successful case study from another part of your  organisation, or one from the same industry or a different but nevertheless relevant environment.

Single protagonist
Tell the story from the viewpoint of an individual the audience can relate to.

Date, time and place
Set the boundaries of your success example so people readily see your story’s authenticity.

You only need minimal detail because listeners need mental space to make the leap between what they are hearing  and their own situation.

Have a genuinely happy ending: one that illustrates success in terms of improved outcomes, team work, health, sales, production efficiency or other measures your audience relates to.

End with a visible link back to your central change idea.

Perhaps we should take a leaf from the history books and use stories, as well as the facts and figures of business logic, as we set out to encourage people to accept change.

Sunday, January 1, 2012

A PR New Year Wish

Best wishes to my communications friends for 2012.

If you are a PR or marketing professional, may all your campaigns succeed beyond your wildest dreams and your hard work be rewarded.

If you are a not for profit, may your cause be blessed with the community awareness it so richly deserves. Keep going in the coming months.  Your neighbourhoods, towns, cities and suburbs depend on you.

And if you're like me you'll probably become obsessed with your PR and marketing efforts. Let's hope we can all strike the right balance between self, career, business and family.  

Wishing you and yours every happiness and best health for the coming 12 months.