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Working with the Media
• Finding the right stories
• Finding the right storytellers
• Evaluating impact so we know what to do less/more of
• Relationships with the press – when do they matter?
Barcelona Principles
• Importance of goal setting and measurement
• Measuring the effect on outcomes is preferred to measuring outputs
• The effect on outcomes can and should be measured
• Measure both quantity and quality
• Clippings are not the value of comms work
• Transparency and replicability are paramount to sound measurement
The 3 A approach
Audacity
Authenticity
Audiences
Working with the Media
• Telling the right story through the right channels
Communications Design
• Key messages
• Main messenger(s)
• Relevant medium
• TIMING!
• Engaged audience
• The target (not always the same as the audience)
Theory of change:
Activities Outcomes
Variables of impact
Communicating with purpose
Policy Change
Behaviour Change
Attitudes
Awareness
Social norms (incl. economics)
Public will
• What are we hoping to
change?
• What drives this
change?
• What are the root
causes and what
sustains the issue?
Answering these questions helps us frame communications
accordingly.
• Who do we want what response from?
• WIFM: What are they motivated by/vulnerable to? What is the incentive (or threat!) we offer?
• Where is their attention? (Start from where they are, not from where we want them to be)
Identify targets
Key Message
Supporting Message
ONE
Supporting Message
TWO
Supporting Message
THREE
Proof PointONE
Proof PointTHREE
Proof PointTWO
Crafting your Message
• A good soundbyte contains:• Context: ‘I’m outside the European Council where Commissioners are
gathered to…’
• Your position/opinion on the situation: ‘We believe that …’
• Key Take-Away (KTA) – what you want the audience to be left with:‘We have to change the laws to prevent this …’
• Emotive description (optional) that will hammer home your KTA:‘Unless the laws are changed, millions of animals suffer unimaginabledistress…’
• Call to Action: What you want your audience to do “You can…”
• Outcome: Describing what this will achieve/is at stake. ‘until theCommission protects/without this protection…’
Audience Profiling Tool
• Stakeholder: Identified previously
• Current View: Audit, Assess, Survey… or best estimate
• Desired Position: Based on your theory of change
• What will influence the stakeholder: Research from your experts, local groups and other NGO campaigns
• Audience: Often key stakeholders will be influenced by other parties/ groups such as a prime minister maybe influenced by his cabinet or the public – they are our communications audience
• Best Channels: You need to identify how your target audience consumes information
Success!?
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
23 September 2016
London
#CCsmallcharity
Small charities
communications
conference
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