Our new podcast series Not for Profit PR is now available for download from ITunes.
Wednesday, January 11, 2012
Sunday, January 8, 2012
Not for Profit PR: Why You Need PR Now
(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.
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?
Thursday, January 5, 2012
Monday, January 2, 2012
How To Tell A Story The World Will Listen To
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
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The change idea you communicate is clear and worthwhile aiming
for.
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The story is about on a real example of success
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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.
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Single protagonist
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Tell the story from the viewpoint of an individual the
audience can relate to.
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Date, time and place
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Set the boundaries of your success example so people readily see your
story’s authenticity.
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Detail
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You only need minimal detail because listeners need mental space to make the leap between what they are hearing and their own situation.
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Ending
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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.
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Purpose
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End with a visible link back to your central
change idea.
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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.
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