Communications and Outreach Workshop: North American Safe Boating Campaign ("Wear It!")

Communications and Outreach
Workshop
North American Safe Boating
Campaign
August 21, 2012

©2012 Paul Werth Associates | content ©2012 Paul Werth Associates
All Tiger Team Meeting 1

Messaging & media

©2012 Paul Werth Associates | Tiger Team Meeting 2

Messaging & media

GOAL: Increase awareness of boating
safety issues and increase the use
of life jackets. (Strategic Plan, Objective 2 and Objective
4)

Who is sharing this message?

What are they saying?


Messaging & media

Campaign :30-second elevator speech:
No matter what activity you have planned - boating, fishing,
sailing -
always remember to wear a life jacket every time you are on the
water.
Accidents on the water can happen much too fast to reach and
put on a
stowed life jacket. Wearing a life jacket saves lives. The North
American
Safe Boating Campaign - or simply, ‘Wear It!’ - is a year-round
effort to promote boating safety, including always wearing a life
jacket.


Messaging & media

Delivering effective campaign messages:
Objective 2: Boating Safety Outreach
(Grassroots efforts, traditional media and social media)

Deliver effective boating safety messages through various
educational
resources and media to reduce deaths and injuries of
recreational boaters.

Objective 4: Life Jacket Wear

Increase adult life jacket wear rates nationwide.


Messaging & media

Tips for sharing the campaign message:
• Answer the most basic questions
• Keep it short
• Top three messages
• Life jackets save lives.
• Remember to ‘Wear It!’ every time you are on the water.
• Follow safe and responsible boating practices.
• Making it interesting
• Keep the message in your best interest
• Share positive results


Messaging & media

Campaign talking points:
• North American Safe Boating Campaign
• National Safe Boating Week
• Ready, Set, Wear It!
• National and state recreational boating safety statistics
• Life jackets
• Boating safety tips


Messaging & media

Media interviewee’s ‘Bill of Rights’:
You have the right to:
• Decline an interview.
• Decline to answer a question.
• Know who will be interviewing you in advance.
• Know what general subjects will be covered.
• Know - in general - how, where, and when your interview will
be used.
• Be assisted during the interview by your public relations
and/or legal counsel, or at least have them present if you
choose.
• Ask for additional time to research unexpected questions.
• End the interview at any time.
• Discuss problems with a reporter’s supervisor.
• Be treated fairly, honestly and professionally. Werth Associates | Tiger Team Meeting
©2012 Paul 8

Messaging & media

Media interviewee’s ‘Bill of Rights’:
You do NOT have the right to:
• See a list of specific questions in advance.
• Review a finished story before it is printed or aired.


Messaging & media

‘Be’ attitudes for media interviews:
• Be cooperative.
• Be accessible.
• Be direct.
• Be a resource.
• Be an authority.


Messaging & media

Tips for successful media interviews:
• Know the important points you want to make, and stick to it.
• Practice.
• State your conclusions first and state them again at the close.
• Avoid saying “no comment.”
• If you don’t know the anwer, say so.
• Always tell the truth.
• Nothing is “off the record.”
• “Background” the reporter before the interview.
• When interviewed on camera, look at the reporter.


Messaging & media

Answering questions from the media:
• Keep responses under 10 seconds if possible
• If asked multiple questions, answer one - the easiest!
• Eyes on the message points
• NEVER repeat negative words
• Avoid complex words and examples
• It’s OK to say, “I don’t know”
• Breakdown tough questions to highlight one of your key
message points


Messaging & media

Flagging ideas for emphasis (not
nagging):
•


Messaging & media

Neutralize difficult questions by bridging:
• “That’s an interesting question, but what you really need to
focus on is…”
• “Well, the answer is no, but what is really important here is…”
• “Did you know that…”
• “What we mustn’t lose sight of is…”
• “Let me answer by putting things into context.”
• “I think the real question is…” (Then ask the question you
want to answer)
• “I can’t speak to that, but what I can tell you is…”


Messaging & media

Practice talking points (10 minutes)

Mock media interviews (10 minutes)


State outreach efforts


State outreach efforts

State communications efforts:
• Grassroots efforts (training volunteers, hosting events)
• Participating in media interviews
• Social media

Available resources:
• SafeBoatingCampaign.com
• Campaign resource kits
• Messaging & media guidebook
• Logos and other branded resources


Social media


Social media

Social media success highlights:

@BoatingCampaign

facebook.com/SafeBoatingCampaign


Social media: Evolution of
communication

How did communication begin?


communication

We like pictures.


communication

How did communications evolve?


communication

We like hearing things.


communication

Then we got visual.


communication

Then we found a way to watch on
demand.


communication

The internet changed communication.


communication

It’s still evolving.


communication

Plain copy was boring.


communication

Steve Jobs changed the game.


communication

Internet killed the video star.


communication

Think of the social media explosion:
• MySpace was about copy.
• Facebook promoted photos.
• MySpace countered with audio.
• Facebook made video more accessible.
• MySpace lost its personal approach.
• Facebook won.


Social media: Trends

Do we see a trend?
• Copy first
• Images second
• Audio third
• Video fourth
• Legitimate interaction always


Social media: What’s a good story?

A good social story:
• Emotion
• Hits home
• Beginning and end
• Sparks action
• Captures the moment

Social media leverages copy, photos,
audio,
video - it’s all about authentic and
legitimate
interaction.


Social media: Tips

Facebook:
• www.facebook.com/insights
• Customize your tabs
• Edgerank
• Info tab is important
• Disclaimers are more important


Social media: Tips

Twitter:
• Keep it under 120 characters. You want people to retweet
you.
• Put the link in the middle of your post. Track your clicks
through bit.ly or ow.ly.
• The less you tweet out links all day, the better click through
percentage you get.
• The following words get you higher click rates: via, @, RT,
please


Social media: Tips

Twitter:
• Tweet on the weekends
• Tweet early and late in the day
• Hootsuite is your friend for scheduling
• Adverbs and verbs do better than nouns. Create emotion
and action.
• Create lists.


Social media: Tips

LinkedIn:
• Join groups
• Answer questions
• Don’t post the same stuff on Twitter that you do on
LinkedIn. Keep it professional.
• Get recommendations
• Use the apps


Social media: Tips

Geolocation and recommendations:
• Post comments on FourSquare
• Explore how to integrate Instagram and Tout
• Encourage people to review on various review sites
(Tumblr, Digg, Reddit)
• These platforms have longer shelf lives than Facebook and
Twitter


Questions


Communications and Outreach Workshop: North American Safe Boating Campaign ("Wear It!")

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (7)

Ähnlich wie Communications and Outreach Workshop: North American Safe Boating Campaign ("Wear It!")

Ähnlich wie Communications and Outreach Workshop: North American Safe Boating Campaign ("Wear It!") (20)

Mehr von National Safe Boating Council

Mehr von National Safe Boating Council (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Communications and Outreach Workshop: North American Safe Boating Campaign ("Wear It!")

Hinweis der Redaktion