Use owned, earned and paid media.to score recognition for your community service. Presented to the Lions Club Convention in Brisbane on 18 October 2013.

1. Use media to make your Club
stand out
Bob Crawshaw
Kambah Lions Club

2. Why we need promotion
new members
events, causes, fund raising
earn well deserved recognition

3. Media environment
time poor
communications clutter
competition

4. Media messages
continuing narrative
audience-focused
simple
human interest & local benefit
call to action

6. Storytelling example

7. What makes a good media story
personal situation
linking with Lions
how did Lions help
how did they do it
results
next steps

8. Our audiences
who and where are they
what benefits do we offer
how, where, when to connect

10. Key influencers
some-one in our community
using their networks to help Lions

12. Tell your Club story

14. Why work with Qld media
benefits & risks
different environments
realistic expectations

15. What Qld media want from you
new and different
human interest and local benefit
trends (local and national)
the st factor
images and statistics

16. Media tools
Backgrounder
Media Release
Media Alert

17. …and if media is not interested …

18. Own media

20. Social media
one to one conversations
DIY and free
intensive
brand journalism

24. Online policy
type of information
control and privacy
frequency & commitment
criticism

25. Paid media

26. spread Lions stories
across earned, own and
paid media

27. Media budget

28. Schedule your stories

29. measure your efforts

30. 30 day club media plan
meet to review Club calendar
select activities to promote
expectations (4/4/1 model)
set tasks and $$$$
coordinate with zone/district

31. light club PR with stories
tell them with passion
tell them often

32. Thank you!
mob
0401 063 387
email
bobcraw@webone.com.au
twitter
@bobcraw