1. promote your club in 2013promote your club in 2013
……. one story at a time …. one story at a time …

2. Why Lions stories can doWhy Lions stories can do
recruit new membersrecruit new members
retain current membersretain current members
continue community supportcontinue community support
continue community recognitioncontinue community recognition

3. Community environmentCommunity environment
time poortime poor
communications cluttercommunications clutter
evolving volunteer modelsevolving volunteer models
competition from otherscompetition from others

4. Achievements become stories

5. Club achievement

6. what was the situation before Lionswhat was the situation before Lions
how did he/she hear about Lionshow did he/she hear about Lions
who are the Lions helpingwho are the Lions helping
how exactly did Lions helphow exactly did Lions help
what was the resultwhat was the result
call to action for the communitycall to action for the community

7. narrativenarrative
not about us … about themnot about us … about them
simple & understandablesimple & understandable
human interesthuman interest
local benefitlocal benefit
call to actioncall to action
MessagesMessages

8. who are theywho are they
where are theywhere are they
what do they know about Lionswhat do they know about Lions
how do we connect with themhow do we connect with them
Persons of interest

9. some-one in your communitysome-one in your community
using their networks to help Lionsusing their networks to help Lions
Key influencersKey influencers

10. Who Aussies trustWho Aussies trust

12. Delivering your storyDelivering your story

14. benefitsbenefits
risksrisks
different environmentsdifferent environments
realistic expectationsrealistic expectations
Working with local mediaWorking with local media

15. Be newsworthyBe newsworthy something new
human interest
local benefit
trends (local and national)
the st factor (first, latest etc)
images and statistics

16. Club media toolsClub media tools
media backgroundermedia backgrounder
• your clubyour club
• hearing dog programhearing dog program
media release built on your storymedia release built on your story
media alertmedia alert

17. Own mediaOwn media

18. Social mediaSocial media
one to one conversationsone to one conversations
DIYDIY
free but intensivefree but intensive
brand journalismbrand journalism

23. Club social mediaClub social media
type of informationtype of information
control and privacycontrol and privacy
frequency and commitmentfrequency and commitment
criticismcriticism

24. Paid mediaPaid media

25. Re-purpose yourRe-purpose your
storiesstories

26. BudgetBudget
your storiesyour stories

27. Schedule your storiesSchedule your stories

28. measure your storiesmeasure your stories

29. club reviewclub review
mine your calendar for storiesmine your calendar for stories
consider district/national needsconsider district/national needs
set expectations (4/4)set expectations (4/4)
share the effortshare the effort
Next 100 daysNext 100 days

30. light up your PR with stories
of people you help

31. ContactContact
tel:tel: 0401 063 3870401 063 387
email:email: bobcraw@webone.com.aubobcraw@webone.com.au
twitter:twitter: @bobcraw@bobcraw