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Help, I have don’t have enough budget!. A presentation to the Canadian Public Relations Society Ottawa/Gatineau. www.deltamedia.ca. Ah, the good old days. Reality for many. Tight budgets High expectations Needing to do more with less What to do?. What to do?.

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help i have don t have enough budget

Help, I have don’t have enough budget!

A presentation to the Canadian Public Relations Society

Ottawa/Gatineau

www.deltamedia.ca

reality for many
Reality for many
  • Tight budgets
  • High expectations
  • Needing to do more with less
  • What to do?
what to do
What to do?
  • Recognize you are richer than you think
  • Take a more focused approach
  • Advocate for more budget
you re richer than you think
You’re richer than you think

A broader view of resources

you re richer than you think1
You’re richer than you think

Time

  • Work in phases
  • Start with low-hanging fruit
  • Take the time to find partners
    • Canadian Dental Hygienists Association
    • Two years to find corporate sponsors
    • Working in phases from general awareness to specific action
you re richer than you think2
You’re richer than you think

People

  • Find people-intensive ways to do things (i.e. Meetings, calls, letters, local campaigns)
    • CAILC and the power of 28 centres across Canada – staff, volunteers and sponsors
    • 28 local campaigns
    • 1 giant national impact
you re richer than you think3
You’re richer than you think

Vehicles

  • Use what you have
    • National Public Service Week
    • Website to connect with local coordinators
    • Pay stub inserts to connect with employees
  • Generate much-needed revenue
    • Canadian Psychiatric Association
you re richer than you think4
You’re richer than you think

Strategic Intelligence

  • Target, target, target
  • The right audience + the right messages = greater ROI
    • Task Force Two
    • Careful research and input from members
    • 450 key health administrators
    • 60 key health reporters
you re richer than you think5
You’re richer than you think

Good Will

  • Recruit volunteers
  • Secure sponsors, donors and partners
  • Focus on earned media
    • Learning Disabilities Association of Canada
    • Good cause + reputation = 100 million impressions at no cost
a more focused approach1
A more focused approach

The right audiences

  • Fewer audiences = more $ per audience
  • Focus on:
      • Those whose behaviour makes success happen
      • Those who most influence #1
      • Those you can actually reach
      • Those most likely to take action
  • Cue cards, not flip charts
a more focused approach2
A more focused approach

The right vehicles

  • More targeted vehicles = less waste

Mass  Community  1-to-1

  • Community:
      • Events, specialty publications, websites
  • 1-to-1
      • Direct mail, email, telephone, meetings
a more focused approach3
A more focused approach

The right time

  • The Moment: when the audience is looking for information, deciding and acting
  • Be there at that moment, or
  • Make it easy for the audience to come to you at that moment
    • Web as an easy-to-use archive for your audiences
advocating pr
Advocating PR

“Why do we do PR again?”

- Your CEO

advocating pr1
Advocating PR
  • Link PR to your organization’s mission and vision
    • Start from the priorities of the Board of Directors
    • Understand how PR makes those priorities happen for your organization
advocating pr2
Advocating PR
  • You’re in the verb business
    • Voters vote. Customers buy. Donors give. Partners help out. Volunteers sign up. Members join and participate. Employees perform. Governments legislate. The news media get it right.
    • Go beyond what you do; describe what you make possible.
advocating pr3
Advocating PR
  • Make sure you know:
  • How much annual revenue comes because of the actions your audiences take
  • How much you spend communicating with each audience
  • What ROI is generated by PR
  • What the risks are of doing nothing
  • How much your competitors are spending
advocating pr4
Advocating PR
  • Ask for More
  • Focus on ROI, risks and competitors
  • Present scenarios that show how reach and effects increase as investment does
  • Start early
closing thoughts
Closing Thoughts
  • Be an optimist – focus on strengths, not weaknesses
  • Be strong enough to focus
  • Value what you do for the organization and help others understand
over to you
Over to you
  • Questions
  • Comments
  • Thanks!

Bernard Gauthier, MA

Managing Partner

Delta Media Inc.

(613) 233-9191

bernard@deltamedia.ca

www.deltamedia.ca