Myra Johnson, director of communications and Katrina Kelly, communications officer, Together For Short Lives 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

1. …AND NOT JUST SHINY NEW ONES

4. C H A R I T Y + C H I L D R E N = G U A R A N T E E D N E W S
R I G H T ?

8. • Second tier charity
• Messages were weak
• We had no news! Or research
• Complex story
• Not many facts
• Hadn’t developed campaigning
voice
• Limited brand collateral
• Not many stories
• No real position statements so
hard to respond
• Campaigns not integrated
• Lacking confident spokespeople
• BUT we had a great team,
creative skills and determination

9. B E A S TO RY- T E L L I N G P R O

14. • U S E Y O U R N E T W O R K S TO S O U R C E
S TO R I E S
• G E T O R G A N I S E D – Y O U N E E D Y O U R
S TO R I E S AT Y O U R F I N G E R T I P S TO B E
O N T H E F R O N T F O O T
• B U I L D R E L AT I O N S H I P S T H AT C A N
F L O U R I S H
• I N F R E E L A N C E W E T R U S T

15. I T ’ S K I N D O F W H AT W E D O

21. • E V E RY P I C T U R E T E L L S A S TO RY:
M A K E T U R G I D P O L I C Y C O M E A L I V E
W I T H I M A G E S
• S O C I A L M E D I A W O R K O U T
• I T S H A R D TO E X P L A I N – T U R N S TAT S
I N TO I N F O G R A P H I C S
• G E T C R E AT I V E A N D H AV E S O M E F U N
• A S K Y O U R PAT R O N S TO H E L P

22. Y O U K N O W Y O U WA N T TO

28. • M A K E T I M E F O R H O R I Z O N - S C A N N I N G . I T ’ S
A W H O L E L O T E A S I E R T H A N T RY I N G T O
P U L L S T O R I E S O U T O F T H I N A I R
• G E T B U Y I N F R O M Y O U R T E A M – Y O U ’ L L
N E V E R B E A B L E T O R E S P O N D T O A S T O RY
Q U I C K LY A N D C L E A R LY W I T H O U T T H E M
• B E B R AV E . I F Y O U C A N A D D S U B S TA N C E T O
A S T O RY, L E T T H E W O R L D K N O W A B O U T I T
• S U C C E S S I S N ’ T A LWAY S M E A S U R E D I N
C O L U M N I N C H E S

29. M A K E U P Y O U R M I N D

31. • Simple messages for each area of our strategy
• Core briefing for our five ask and facts to illustrate each point
• Position statements on key issues = rapid engagement/agile approach
• Monday morning tactics – so we know what's coming up
• Media training and coaching
• Building confidence in CEO/Senior Team = rapid sign off
• Content strategy for every campaign across PR, Digital, Newsletters,
Public Affairs, Blogs
• Integrated approach

35. • B U I L D I N G B L O C K S TO S U C C E S S – K E Y
M E S S A G E S , FA C T S , A N D C A M PA I G N
A S K S
• P R A C T I C E M A K E S P E R F E C T – M E D I A
T R A I N I N G A N D C O N F I D E N C E B U I L D I N G
• B O L D A S B R A S S – S P E A K O U T B U T
AV O I D T U B - T H U M P I N G
• C O O L C O N T E N T – M A K E L I G H T W O R K
O F I T

36. J E R R Y S E I N F E L D
( Y E P – T H AT J E R R Y S E I N F E L D )

37. 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

38. South West Networking Group
10 February 2017
Bristol
#ccsouthwest
How to gain
coverage when you
have no ‘news’