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150605 Communication Channels 11
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Strategic Issues Management
FINDING YOUR AUDIENCE
through the media
There are lots of media options:
How do you choose the right channel?
How do you get heard?
How do you mix content?
In a perfect PR world
everything is news
Unfortunately, it is not a
perfect world
What journalists want:
New events
Changes
Surprising stories
Things with big impact
Drama
Controversy
Interesting people
Emotion
What journalists get:
Same old events
Little change
Predictable stories
Things with minimal impact
Manufactured drama
People afraid to rock the boat
Boring people
Not much emotion
But news matters • News media aren‘t able to control what people think, but
they influence the public on what to think about (McCombs &
Shaw, 1972 and various later studies).
• People will take more notice if the issue is relevant to them
and if unsure about their position on the issue (uncertainty).
• All news content (every message) is framed by the media.
• Framing is a process in which communicators, consciously
or unconsciously, act to construct a point of view that
encourages the facts of a given situation to be interpreted by
others in a particular manner.
How do you work with
the media? • Media relations involves working with uncontrolled media.
• PR practitioners can PITCH the story but have NO CONTROL over what they
do with it – the media are a conduit, a way to reach our desired audience.
• A good news-angle is of interest to the journalist‘s readers / viewers. The
better the news angle, the more audience interest.
• PR aims to package the news angle to suit the journalist (and therefore their
audience) at a time that suits them.
• We contact journalists by phone or email to pitch a news story (even SMS).
• Then we send them info in a media release and/or supporting info.
• Then we cross our fingers and hope they use it!
Enemies? Not really
• In Australia, at least 50% of all news media content
originates directly or indirectly from PR efforts.
That‘s a huge amount!
• This is known as an ―information subsidy‖ – we are
doing creative work finding news angles free for
them.
• (But we have to work hard for coverage because we
are competing against a lot of other PR practitioners
for that 50%.)
In a busy
marketplace for
stories, getting
yours heard
above the noise
is very difficult
The search for ‗eyeballs‘
Indonesia: 2nd in Asia for online video
2nd is Asia for mobile video
62% use social media to inform purchases
Declining TV-only viewing
Alternatives
You can deal less with traditional
media and deal more with social,
owned and created media forms
People are not taking train
safety seriously
THE PROBLEM
What is the problem?
• Over a period of three months, three people were
killed around trains while 12 were seriously injured
• In the next three months (just before you launch
your campaign) four people are killed and seven
seriously injured
Specific goals
• 1 Increase public awareness and engagement with rail safety (there
was not sufficient data to provide us with a benchmark
• 2 prior to this campaign. This campaign was designed to set
measurable objectives in terms of awareness & engagement)
• 3 Generate PR, buzz and sharing around our message about rail safety.
Although an exact Key Performance Indicator (kpi) could not be
determined there was an expectation that the campaign would generate
earned media on and offline.
• 4 Invite a commitment to be safe (we a drew a line in the sand and
looked to get 10,000 local pledges on our website) in a 12-month period
• 5 See a reduction of near misses and accidents at level crossings and
station platforms over 12 months by 10 per cent.
• The First Game: Went to number one in 31
countries, and has 97 million downloads and has
been played 1.6b times.
• Second Game: number one in 83 countries on the
iPad and over 50 countries on the iPhone
• In 2013, they put out 11 different Dumb Ways to Die
pieces of film content which collectively add up to
25m views
VIRAL SUCCESS
• The campaign had 43 per cent awareness amongst
16-64 year olds across Australia, according to
research.
• 70 per cent of kids in Australia are aware of the
campaign and 67 per cent have been actively
involved in engaging with the campaign.
• But the target market was18-29 year olds, of which
only 46 per cent reported having seen the
campaign.
Evaluation measures
Your challenge:
Create a viral
shopping
campaign
You represent EEKO, a Korean Clothing brand looking to
enter Jakarta.
The clothing is very bright and fashionable — new styles
come in every five weeks and all the styles are limited so if
customers don‘t get in fast, they miss out. In other markets,
this has led to lots of attention around limited-edition styles.
Sometimes people buy far more than they need of a
popular style to sell online later once they have run out in
the shops. A T-shirt by one designer last year was selling
for the equivalent of IDR400,000 in shops but online was
selling for as much as IDR1,000,000.
The store is anxious to get very strong demand in its first
month of operation: in fact, they want to see queues that
go around the block. They are targeting wealthy women
under 30 with their designer line and young middle-income
men and women aged 17-25 with their general clothing
line.
They have a large budget for public relations and are open
to different options to launch their program.
• Question 1. What is your audience
— and what do they want? What
are they interested in? What do
they need?
• Question 2. What messages does
your audience want to hear?
• Question 3. What methods will you
use to communicate to them? Be
creative!
• Question 4. How will you know if
you have been successful?
• Question 5. How could you sustain
this success going forward?