Newspapers aren't irrelevant
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Using traditional media for Rotary Public Image
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Newspapers aren't irrelevant
- 1. NewspapersAren’tIrrelevant The Importance of Traditional Media
- 6. The average person listens to a minimum of 112 minutes of radio and watches almost 5 hours of television per day. WHY IS IT IMPORTANT
- 7. What is the People of Action campaign?
- 8. Adds weight and validity Widespread reach Transforming to remain effective Consumption is on the rise Targeted marketing PROS
- 9. CONS Expensive Limited reach Can’t control placement High advertising clutter Short life span
- 10. Events Club activities Celebrations Grant projects Paid vs Free content WHEN SHOULD YOU USE IT
- 11. PRINT EXAMPLES
- 12. RADIO EXAMPLES
- 13. GETTING STARTED Learn what’s available Create a media listing Build relationships Recruit a member Coordinate with other clubs/organizations
- 14. BEST PRACTICES Get demographics Integrate the campaign Balance new and old media Brand your club and Rotary
- 15. Public Image committee should coordinate with local media Chose the right representative Collect photos from everyone Always proofread GET YOUR CLUB INVOLVED
- 16. Pitch your story to a reporter Letter to Editor Proclamation/Government Officials Community Calendar WRITE
- 17. 11/12/19 – PI Webinar @6:30 – Show Me What You Got! 2/23/20 – Rotary’s 115th anniversary 3/31/2020 – PI Citation requirements must be met 4/17/2020 – PI Citation due 5/15/20 – Club video contest submission due Rotary monthly observances • myrotary.org > member center > resources & references > calendar IMPORTANT DATES
- 18. Zone PI Team / District Leadership Rotary Brand Center Sample press releases PSAs Billboard graphics POA materials District training / Zone webinars OTHER RESOURCES
Notes de l'éditeur
- Introduce team First, a few housekeeping items: At the bottom of your screen is a CHAT icon. If we ask for your input, or if you have any questions, please type in your info. At this time, please let us know where you are located. We will mute all participants, unless one of you is asked to comment or ask a question. We will have a full Q&A session at the end. Survey – who reads the paper in original print format versus digital
- One-way communication (radio, billboard, tv, print) vs digital media with two-way conversations that invite engagement (i.e. forums, social media) It’s still here, it’s just changing – adapt our strategies (digital paper, digital billboards, podcasts and streaming music)…most media sources now have apps for convenient viewing from smartphone and other mobile devices
- While it remains important to focus on maximizing social media, we can’t forget about traditional news media AKA “legacy” media or “old” media as it still plays a vital role in Rotary clubs when it comes to our public image efforts. Traditional media has made some changes over the past decade. Newspapers, radio, tv…it’s not irrelevant but they are changing and we have to recognize that change and shift our focus to adapt to the new resources available People are still picking up the newspaper and reading it, but for some the newspaper is in an electronic format instead as you see in this image
- Examples of traditional media: TV – ads during programs, interview on news/talk show, live coverage, interviews at event Newspaper – ad, press release, coverage at event Radio – paid ad, PSA, interview on live show, podcasts, live coverage at event Billboards – paid advertising (on highway, theaters, airports, etc.)…discounts or donated slots are sometimes available just ask Magazines, catalogues, and other print
- The average person listens to a minimum of 112 minutes of radio and still watches almost 5 hours of television per day AM/FM radio garners the largest audience per month with 240 million listeners, just ahead of TVs 226 million viewers TV viewers watch 6 out of 7 days per week on average A Nielson report states that radio is the number one reach medium…radio reaches 95% of adults 35-49 on a weekly basis, and 92% of 18-34 National newspaper association conducted a study last year which showed that 90% of readers say their community newspaper keeps them informed
- It’s also part of the PI Citation required activities Send us your examples!
- Trust factor: 72% of people still trust the things they read in the paper or see/hear on television and radio…people trust online content more than new media forms (i.e. social media, forums, etc.)…these channels still have a place in marketing but traditional media has a much longer relationship with the general public due to decades of communicating to the mass Most newspapers have digital editions…newspapers are transitioning by leveraging digital, mobile and social platforms…many publications (i.e. NY Times) now have higher digital readerships compared to old-school hard copy editions Many people consume news online by linking to legacy media outlets (i.e. via twitter) Consumption of traditional media is on the rise due to growing number of ways to consume it Ability to target markets (i.e. sports fans, business section, etc.)
- Expensive – paid advertising is expensive BUT PSAs and press releases are free Ad cost can go down if you increase the frequency…also look to the more local publications/stations Limited reach to some markets (i.e. milenials) Sometimes you can’t control the content (newspapers) but provide as much detail as possible Advertising clutter refers to the high volume of advertising messages consumers are exposed to…make sure you stand out with a captivating headline for your NR, powerful images, etc. -xx annual event or local rotary club saves childrens lives
- Get your events in the news Post events and weekly meetings on community calendars (local chamber and other organizations in addition to paper, radio) When you get in the paper, these are also published online with quick SM share links
- Sample radio spot Many radio shows are recorded and archived so you can go back and share them Community calendars for meetings, events
- What publications (free and paid), radio stations (i.e. weekly talk shows…sports show – i.e. espn in WP), billboards (theaters), tv, etc. are available in your area…oftern the chamber will have a list of these PI committee should maintain a media listing so you have it readily available when you’re ready to promote an event Focus on building relationships with your media sources -invite to a meeting to show -ask what they prefer, how often you can send content, best format -provide good content/photos -what can you offer in return (i.e. for ad space to promote an event, media gets sponsor benefits) Invite someone to be a member If someone in your club utilizes a particular media outlet for their business, have them make an introduction to the sales rep about ad space and media coverage
- Ask for demographics so you can better target the market you want to reach (i.e. sports fanatics, business professionals) Integrate your campaign – if you’re using multiple channels, make sure your integrating the campaign and providing a consistent message and brand across all platforms, including an social media messages Your communication strategy should have a balance between new and old media outlets to maximize coverage…the right mix allows for exposure across various channels and the opportunity to reach a larger audience Make your call to action clear – when you’re asking for something also explain the impact or return…if you’re asking for money, (i.e. $100 provides meals for 1 child all summer); 2 hours of reading per month provides literacy support to 1 3rd grade class…talent – identify specific skills or needs (i.e. dentists to accompany the mission) Don’t’ forget to brand your club and rotary when using this media POA campaign instead of just a photo, provide your club meeting date, location, website and any other contact info…can do this for TV/radio too…have a graphic up while you’re talking (i.e. the view for WF and talk radio with Sharon-club logo)
- Use the PI team to coordinate with the media contacts – should have one or two POC per club and they develop the relationship For TV/radio make sure to have someone who has a good level of knowledge about the club, event, and history in case questions come up that aren’t prepared fo Make sure the representative is comfortable speaking on the radio/tv With smartphones, many people are taking photos at events, be sure your PI team gets these photos to use for ad campaigns, press releases, etc. Have multiple people provide input and proofread press releases…if someone other than the PI team is coordinating or submitting content, it should still go through the PI committee to ensure a consistent message and proper content
- Email or call local reporters and pitch a story about your club’s projects, activities, events, etc…sample press releases in brand center Write a letter to the editor of your local newspaper about the importance of what you do. Send it to the op-ed or editorial features editor for consideration…sample letters in brand center Write your government officials asking for their continued support of your clubs efforts with various projects (i.e. polio). – world polio day proclamation Community Calendars
- Look for a webinar in sept on how to host a world polio day event Monthly observances next slide
- If you don’t know who your DPIC is, contact me and we can direct you