Reality for many Tight budgets High expectations Needing to do more with less What to do?
1.Recognize you are richer than you think 2.Take a more focused approach 3.Advocate for more budget
Youre richer than you think A broader view of resources
Youre richer than you think Time Work in phases Start with low-hanging fruit Take the time to find partners –Canadian Dental Hygienists Association –Two years to find corporate sponsors –Working in phases from general awareness to specific action
Youre richer than you think People Find people-intensive ways to do things (i.e. Meetings, calls, letters, local campaigns) –CAILC and the power of 28 centres across Canada – staff, volunteers and sponsors –28 local campaigns –1 giant national impact
Youre richer than you think Vehicles Use what you have –National Public Service Week –Website to connect with local coordinators –Pay stub inserts to connect with employees Generate much-needed revenue –Canadian Psychiatric Association
Youre richer than you think Strategic Intelligence Target, target, target The right audience + the right messages = greater ROI –Task Force Two –Careful research and input from members –450 key health administrators –60 key health reporters
Youre richer than you think Good Will Recruit volunteers Secure sponsors, donors and partners Focus on earned media –Learning Disabilities Association of Canada –Good cause + reputation = 100 million impressions at no cost
The right audiences Fewer audiences = more $ per audience Focus on: 1.Those whose behaviour makes success happen 2.Those who most influence #1 3.Those you can actually reach 4.Those most likely to take action Cue cards, not flip charts
A more focused approach The right vehicles More targeted vehicles = less waste Mass Community 1-to-1 Community: Events, specialty publications, websites 1-to-1 Direct mail, email, telephone, meetings
A more focused approach The right time –The Moment: when the audience is looking for information, deciding and acting –Be there at that moment, or –Make it easy for the audience to come to you at that moment Web as an easy-to-use archive for your audiences
Advocating PR Why do we do PR again? - Your CEO
Advocating PR 1.Link PR to your organizations mission and vision –Start from the priorities of the Board of Directors –Understand how PR makes those priorities happen for your organization
Advocating PR 2.Youre in the verb business –Voters vote. Customers buy. Donors give. Partners help out. Volunteers sign up. Members join and participate. Employees perform. Governments legislate. The news media get it right. –Go beyond what you do; describe what you make possible.
3.Make sure you know: How much annual revenue comes because of the actions your audiences take How much you spend communicating with each audience What ROI is generated by PR What the risks are of doing nothing How much your competitors are spending Advocating PR
4.Ask for More Focus on ROI, risks and competitors Present scenarios that show how reach and effects increase as investment does Start early
Closing Thoughts Be an optimist – focus on strengths, not weaknesses Be strong enough to focus Value what you do for the organization and help others understand
Over to you Questions Comments Thanks! Bernard Gauthier, MA Managing Partner Delta Media Inc. (613) 233-9191 firstname.lastname@example.org www.deltamedia.ca
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