pr for lions districts
DESCRIPTION
Six steps to promoting one of Australia's largest, most successful and enduring not for profit organisations: the Lions Clubs of Australia. Ideas shared with the incoming national leadership team.TRANSCRIPT
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Re-imagine the Lions conversation
Public relations – low cost PR for Districts
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Scope
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Why tell the Lions story
ongoing recruitment of new members ongoing retention of current members continuing community support continuing community recognition
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Community environment
time poor
clutter
competition
evolving volunteer models
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brand and 0bjectives review audiences and messages delivery time and money measure
DGs 6-point plan
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Branding
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what is your Lions brand?
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District objectives
S m a r t
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In the next 12 months I want to increase membership by 5%
Promotion-wise I will do this by….
getting premium media coverage for one key event in my area
encouraging clubs to adopt or contribute to Lions’ social media platforms
arranging Lions’ community service announcements to air in one or more markets
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what did we do last year
what worked
what didn’t
what will we keep
what do we stop
Cabinet review
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who are they where are they what interests them their knowledge of Lions how can we engage in conversation
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some-one using their networks
to help Lions
Key influencers
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Who Aussies trust
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not about us … about them understandable consistent local global themes
Lions’ messages
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Present credibility
facts n’ figures
case studies
research and reports
comparisons and contrasts
our record of local service
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DG as storyteller-in-chief
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What are your messages
What is your story
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owned media earned media
paid media
Delivery
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benefits risks different environments realistic expectations
Working with media
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Be newsworthy
something new human interest local benefit trends (local and national) the St factor (first, latest etc) images and statistics
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DG’s media tools
media backgrounder media releases
•personalities •events
media alerts one opinion piece
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Own media
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Social media
one to one conversations DIY free but intensive brand journalism
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DG social media policy not all are online
type of information control and privacy frequency and commitment criticism
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Paid media
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Reach
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Budget
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Timetable
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measure evaluate change
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review brand and 0bjectives audiences and messages delivery time and money measure
6-point plan
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cabinet review
align club calendars
district and national needs
set expectations (4/4/1)
Become the chief storyteller
share the effort
DGs first 100 days