Transcript Telling the story 26-27 November 2007 Engage

Telling the story
26-27 November 2007
Putting the media in its place
Roger Hope
Communications Manager
Special EU Programmes Body
Northern Ireland and the Border Region of Ireland
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
The media is too high a priority in
our communication activities
Easy to quantify
Gives some measurable results
For effective communication
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Engage
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Commitment
Buy-in
I want others to take
advantage of what is
happening
I am comfortable with what is
happening
Understanding
I understand how this affects me
Awareness
I know something is happening
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Citizens sceptical about what
they read in newspapers
Newspaper
sales are
falling
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Newspapers, radio and television
are not enough
Spend less time publicising
Spend more time engaging
publicity = lowest common denominator
engagement = dialogue and involvement
leading to commitment
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
How the media engages
Convergence
TV companies offer broadband and
telephone services;
Newspapers offer printed and electronic
versions (website and news to mobiles)
some have their own television stations
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Silent communication with the young
texting, mobile access to the web,
checking out information from more
than one source
Blogging – Myspace – viral marketing
Don’t forget the silver surfers
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
All applications must include a
communications plan and budget
or they will not be considered
Guidance on compiling a stakeholder
analysis and a communications plan
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
We must put the media in its place and look at all the
communication activities that are open to us
Marketing
“I
am a great lover”
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Public Relations
“Trust
me.
He is a great lover”
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Advertising
“I
am a great lover.
I am a great lover. I
am a great lover.”
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Branding
“I
understand you
are a great lover.”
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Great lovers and great communicators
Engage
Projects part-financed by the European Regional Development Fund – Investing in your future
Telling the story
26-27 November 2007
Put the media in its place and
Engage
Projects part-financed by the European Regional Development Fund – Investing in your future