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Presentation given at the CharityComms Pr in the Digital Age conference on 26 February 2014, taking delegates through how Princess Alice Hospice in Esher approaching the PR and communications of a fundraising event
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Ann WrightRough House Media
21st Century Media Relations
Survey Results
46% 92%
83% 100%
Advice from journalists
o Use social media to build relationships with journalists, to
promote stories & spot opportunities
o Be savvy with hashtags
o Personal relationships are key
o Target your stories to relevant outlets and journalists
o Be familiar with how newsrooms work
http://www.pah.org.uk/
o 2,750 patients per year
o 700 in-patients per year
o 8,500 home visits per year
o 50,00 support phone calls
o Daily inpatient care costs £514
o Average patient stay costs £6,383
o Annual running costs £8 million
o 75% generated through
fundraising
Santa Fun Run
Santa Fun Run Strategy
o Microsite
o Flyers, banners & marketing materials
o Official launch & photocalls
o Weekly press releases
o Targeted emails to mailing lists
o Social media
Weekly Santa story
Before the day
#runsanta
Story ideas
o Launch - photoshoot
o Oldest competitor – aged 86
o Mayor of Kingston supports run
o Local gyms getting members to sign up
o People running in memory of loved ones
o Picture stories of people training in Santa
outfits
o Local businesses signing up
On the day
After the day
Results
o The runs raised £28,000 & still counting
o 14 newspapers covered the event
o Big spike in Facebook views
o 10% increase Twitter followers
o 37 people used the hashtag #runsanta
o Email open rate = 32-70% (average 22%)
o Email click rate = 2-40% (average of 3%)
Their lessons
o Larger team = more coverage
o Dedicated digital press officer boosted social media
o Need to find ways to increase sponsorship, not just
registrations
Conclusions
o Know your target audience & adjust you’re approach
accordingly
o Traditional media & social media should work together
o Repurpose content for different outlets – online, social media
newsletters, press releases
o Build good relationships with key journalists
o Don’t blanket bomb them with press releases – be targeted
TrainingMedia training
Crisis communicationsPresentation skills
Media masterclassesPress releases
ConsultancyCrisis management
PR strategyMessage development
Media relationsSocial media
ProductionVideos
PodcastsBlogging
Article writing
Rough House Media
Rough House provides a professional service by a team that understands the demands placed on high profile organisations in the media spotlight.
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