3. Challenges for Communicators
We must have multiple skills sets
Our strategies must consider fragmented audiences
We need to blend old, new and ancient approaches
We must contain costs and effort
4. What are the communications challenges you face
as you develop your PR strategies
6. Most exciting of times
You live in exciting times
Old platforms are being questioned
Minimal cost
New channels are nudging old platforms
Easily
People can create content
Instantly
People can share content
Without approval
People can comment on content
7. …And yet
The boss probably wants tighter control than ever
Issues are more complex
The boss measures your success in traditional terms
Audience expectations
Career expectations
9. Low $ Approaches to communications
Current channels + New technologies
10. Something old, something new, something ancient
Traditional
media relations Social media
More expensive
Influencer relations
strategies
11. Traditional media
Are you maximising
traditional media opportunities?
12. Print
Medium of record
Publish regularly
Often drives the news cycles
Numerous opportunities
Most likely to doggedly follow through stories
Are newspapers dying?
18. Radio opportunities
News
• every hour/half-hour
• six to eight stories @ 30 to 40 seconds each
Morning/drive time shows
• popular with commuters
• more detail than a news bulletin
Talkback
• mixing entertainment and information
Specialist programs
• gardening, motoring, arts,
Community switchboard
Station website
41. Implications
You might not like new media but as a professional
communicator people will expect ….
•you to know about it
•know how Australians go online
•understand how others are using it
43. Strategies to convince the boss
Gov2.0
Website Grader (solo and comparison)
Case studies of similar organisations
Identify the online habits of Australians
Articles
Google alerts/Tweetsearch
Get the boss into the nursery
45. Social media start-up model
Stress long term, pilot, government directions
Buy-in from key staff
Select and experiment with one channel
Monitor that channel
Contribute to others’ conversation
Move into active conversations
48. Influencer relations
Word of mouth marketing
“The idea of word of mouth is very Zen.
You put the idea out there, let go, and if
people like you and trust you, they'll
spread the word”
Key Audiences Variety Magazine
21 July 2005
49. Pre-conditions for influencer relations
You must be credible
You must a worthwhile something
Your service delivery must reflect value
You provide opportunities to talk
You sustain conversations
50. Trust imperative
Academic/expert 64%
Industry expert 52%
NGO rep 45%
Person like me 44%
CEO 40%
Govt official 35%
Employee 32%
51. Influencer relations = good word of mouth
40 000 years
Intimate … our natural desire to share information and feelings
Credible … people believe other people
Free … costs nothing
Speed … can be remarkably quick
52. Who are influencers?
Key influencers
Advocates
Ambassadors Personality
Champions Experience
Sneezers Skills
Alphas Longevity
Opinion leaders Title, position
Shapers
Early adopters
Hubs
56. Recruiting influencers
Face to face works best
Face to face
Stories
Explain who you are … why you are worth listening to
Pass-on tools
Continuous contact
Tell stories
Ask for specific help
Provide pass-on tools
Thank you’s and rewards
Keep continuous contact
57. Pass on tools
business cards
content for social media
leaflets, fliers, brochures, bulletins etc
ready to go text for newsletters, websites
video, audio, images
samples, coupons, discounts
60. Engagement opportunities: events
launches
award ceremonies
trade shows
site and open days
conferences, seminars, meetings and workshops
commemorative occasions
festivals, fairs, carnivals, shows, balls, cake stalls
sporting events
cultural performances, concerts, exhibitions
media events
on-line events
61. Engagement opportunities: speaking
Face to face with supporters, key influencers and others
Travel different networks
Positions you as an expert
Multiplies your conversations from one to many
62. Engagement opportunities: digital
Advantages of on-line communications
Can be quickly produced and distributed
Permanent
Can reach many people
Disadvantages
On-line commitment
People can comment
Scary for some
63. Tracking influence
How many influencers do you have ?
What do they do for you?
Are people finding out about you through them?
How many people visit your video, blog,
Facebook etc through them?
Staff/Secretary/Board feedback
64. Summary
Ensure your issue is sound
Identify who you need to reach
Identify, recruit and maintain relationships with key
influencers
Provide simple messages and pass on tools to
encourage conversations
Use many channels to keep the conversation going
Track your influencer outcomes
67. Principles remain the same
know your values/brand
communications audit
who we want to reach
clear messaging
delivery systems
time and money
be accountable
68. Implications for Communicators
We must have multiple skills sets
Our strategies must consider fragmented audiences
We need to blend old, new and ancient approaches
We must contain costs and effort