marketing webinar welcome!. generating positive pr
TRANSCRIPT
Marketing Webinar
Welcome!
Generating Positive PR
Today’s Discussion
• Tools You Should Use• Interviews • Do This…Not That• Just the Facts
• Message—Popcorn Available NOW (YUM!)
Primary Audience Primary MessageCommunity at large Fundraiser, healthy
Secondary Audience Secondary MessageScouts and Leaders 70% of money stays
with unit
Define Primary and Secondary Audiences and Primary and Secondary Messages
Media Alert = Function
Press Release = Information
Press Event = Interaction
Determine What Tool Will Best Communicate Your Message
Media Alert
Basic information
Who, what, when, where, why
Generally sent out less than 24 hours before the event (reminder) or 7-10 days prior to an event as a “save the date” media opportunity
It can be used as a stand-alone piece or in coordination with a press release or press event
MEDIA ALERT
IT’S POPCORN TIMECommunity Can Help Out Local Units and Their Waistlines Too!
WHAT: Popcorn day in (Hastings) or fun name for a function Make it visual,have a measured walk,to show how long it takes
to walk off a cookie versus a bowl of popcorn.
WHY: Popcorn is a healthy family snack Try all the new flavors
Donate a gift of popcorn to our military Boy Scout popcorn unaffected by recent price increase
70% of money raised stays with unit
WHO: Judy No Name
Pikes Peaks Council Boy Scouts of America
xxx-xxx-xxxx
WHEN: Saturday, October 20 10 a.m.- 4:00 p.m.
WHERE: Hastings Mall, center court (follow the aroma of fresh popped popcorn) City, State
NOTES: The Pikes Peak Council and the Hastings community have donated more than a ton of popcorn to units serving overseas. Each bag includes a note thanking them for
their service and their sacrifice.
# # #
• Go to the mall (public space) and pop the darn popcorn—sense of smell strongest and most dependable sense.
• Take a collection tin to on-air talent at radio stations—they’ll munch and talk about it all day. Extra bonus if one is a “chocoholic. ” Include information on tin where unit will be selling or URL for online orders.
Media Alert = Function
Two Types Call-to-ActionAwareness
•More detailed information than media alert.
Weaves the facts together (healthy, fundraiser, 70% stays with unit) help the reporter understand the story behind the announcement.
A press release can be sent out in coordination with an upcoming event or in response to a situation.
It can be sent out two weeks before an event or used to respond to a breaking situation.
Scout sells popcorn to police chief Sep 20, 2012 - The Boy Scouts of America, Alamo Area Council, kick off their annual Trail’s End popcorn sales today at 2pm with standout salesman, Kenny Standridge, presenting the first popcorn bag of the season to San Antonio Police Chief, William McManus, on the front steps of the new SAPD headquarters building. Boy Scouts launch annual popcorn sale The annual Boy Scouts Trail’s End popcorn sale has begun and eager Scouts are already going door to door selling the delicious snacks.The Scouts have been selling the Trail’s End goodies for nearly 25 years now, and the program has become similar to the selling of cookies for the Girl Scouts.
Last year, Scouts in the region sold more than $340,000 worth of popcorn. If a Scout doesn’t knock on your door, you can order the goodies by calling the council office at 706-235-5545 or you can order online at the council website — www.nwgabsa.org
Annual Boy Scout Popcorn Sale Kicks Off
Autumn is around the corner, bringing cooler temperatures, falling leaves and – POPCORN. Cub Scouts and Boy Scouts all over the country are starting to go door-to-door selling Trail's End brand popcorn to fund their Scouting activities. Many packs and troops rely on this annual sale to support their activities - like the popular Pinewood Derby and camp - throughout the entire year. The sale also allows individual Scouts to earn prizes and scholarship money for college. On average, 70 percent of all popcorn sales go directly to support local Scouting. Boy Scout Sale Gets Popping Across the Country
Oct. 16 /PRNewswire/ -- With fall in full swing, Cub Scouts and Boy Scouts across the country are once again taking to the streets - and in many cases the Internet - to sell popcorn. This year's sellers have some big shoes to fill if they want to surpass the 2008 "Tops in Pops" - the top sellers from across the country for 2008, both from the "traditional" (door-to-door) sale, and from online sales. Combined, these determined young Scouts Are "Popping" Up Across The Country With The Launch Of The 2012 Popcorn Program
Sept. 25, 2012 /CNW/ - Scouts Canada is asking Canadians to pop a few more kernels in the name of fundraising. Each year, tens of thousands of Scouts from across the country participate in Scouts Canada's national fundraiser and sell Scout Popcorn to raise money
Press Release
Press Release = Information• Who Units, council, or district
• What Primary annual fundraiser
• When Throughout month, online
• Where Locations during month
• Why Healthy, low-cost, no trans fats70% of money stays with unit, unaffected by popcorn shortage
Press Release— Make your title line STRONG
Press Event = InteractionWho SE, uniformed Scout, military in uniform
What Donation of 100 bags to Veterans Rehab Center
When two-days before Veterans Day
Where Outside, weather permitting—have access to bags of freshly popped popcorn
Why Honoring our veteransContributed by community-matched by
council/unit
Press Event (Conference/Briefing)
Opportunity for media interaction
This is your press event. You decide where it will take place, when it will begin and end, who will speak, and if you will take questions.
You can use a media alert as a reminder of the upcoming press event if it is not a crisis situation.
A formal press event requires the longest lead time (two to four weeks out), unless responding to a crisis situation (two-to six-hour window).
In a crisis situation, use a press conference to speak to all interested media at one time.
Press Event Checklist
Does the scheduled time fit the media’s schedules?
Does the location fit the subject matter discussed?
Do we have the right spokesperson?
Will others speak? If so, in what order?
Will visual aids enhance the presentation? If so, what aids?
Do we need to make provisions for bad weather?
Do we need special lighting (nighttime events)?
Is noise control (large speakers in a public area) an issue?
Will we need crowd control or security?
Seating (if so, how many/who) or standing only?
Do we need to get a permit?
Will refreshments or food be served?
Will press information be available or only online?
Special accommodations (wheelchair accessible) needed?
Special arrangements for media camera/tripods?
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Interviews 101
Television My “sweet spot” is anytime between 10 a.m. and 2 p.m. (exception: live remotes—but have your talking points firmly in mind). Make my job easier, think—people (2-3 interviews), place (location that visually supports story), strong quotes (sound bite).
NewspapersStories that have greatest impact on community get the front page.Two or three of my colleagues may cover the same story.Make my job easier—give me a strong headline (press release).
RadioWe love live phone interviews—you’re nervous and you’ll tell us more.Everything is local—even if it is national.
In General“If it bleeds, it leads” is true.Every assignment desk and every newsroom is political.We lose track of time—food is always our friend!
Many journalists frame their questions based upon what they’ve read about your council online.
Council YouTube channel or Facebook pages are one of the first places younger journalists will visit.
Consider an online press kit—to provide information that they can use to round out story—or to provide information they didn’t know they wanted.
Online PR
Online PRDo This Not That
No identifying information
Lots of identifying information
Online PRDo This Not That
Northern Tier TripJuly 10-15, 200XCharles Sommers Wilderness Canoe BaseKevin and Ryan Hollenshead went to Northern Tier with a group from Troop 191 in Lake Dallas and 2 boys from Troop 45 in Brainerd, Minnesota. The group went on a 5 day/4 night canoeing trip in the Boundary Waters Canoe Area Wilderness in far northern Minnesota/southern Canada.
Saturday, February 3, 200X.Everyone had lots of fun at this year's Klondike Derby. Troop 9 had one sled which was run by Jimmy, Peter, Shawn, Brian, Eli, Sam and Kevin. The Scouts did very well.
All pictures identified with Scouts’ first names only—always in same order
Full names, troop #, city/state, location
Online PR—Why We Do What We DoEagle Scout, 15, hit rank with help from troop for
special-needs kids
He has a cognitive developmental disability, is partially deaf, and has ADD. He has earned about 43 merit badges, far surpassing the minimum. 1,300-word article and 20 pictures.
Media Interest—Just the Facts•Youngest Eagle Scout—No, youngest I have recorded is 11 years, 24 months, 8 days old. (2001)
•Earned all Merit Badges—About 200 annually are recognized—go instead with less than ½ of 1 % earn in excess of 100 merit badges
•Largest Unit Court of Honor—Largest known is 19 (Cub to Eagle)
•Oldest Unit in Country—Probably not, but I can check if unit is among 100 oldest, packs, troops, ships
•Heroism Award—how unusual—Honor Medal w/ Crossed Palms—Very Unusual—History current number online in media kit on which is on scouting.org/media
•Number of Eagles Each Year—I can go back 100 years—tell you first 100 Eagles in history
•Average number of hours for Eagle Projects—National available—but tabulate your council’s
•Total youth—1910-2011 116 million [only using end-of-year numbers]
•Total Merit badges—130;however, on average approximately four are introduced each year
•Most Popular Merit Badges—on mybsa—Local Council Index (LCI)
•Year of Largest Membership (nationally)—1972 with 4.8 million youth and 1.6 million leaders
Success Stories or Questions and Answers
Positive Renée Fairrer, [email protected]
CrisisDeron Smith, [email protected] (Media)David Burke, [email protected] (Council Support) [email protected]
Social MediaNathan Johnson, [email protected]
Questions…
Resources
Marketing Toolbox:
www.scouting.org/marketing
Marketing Hotline:
972-580-2239
Thank You!