Help, I have don’t have enough budget!

1. Help, I have don’t have enough budget! A presentation to the Canadian Public Relations Society Ottawa/Gatineau www.deltamedia.ca

2. Ah, the good old days

3. Reality for many • Tight budgets • High expectations • Needing to do more with less • What to do?

4. What to do? • Recognize you are richer than you think • Take a more focused approach • Advocate for more budget

5. You’re richer than you think A broader view of resources

6. 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

7. 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

8. 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

9. 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

10. 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

11. A more focused approach

12. 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

13. 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

14. 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

15. Advocating PR “Why do we do PR again?” - Your CEO

16. 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

17. 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.

18. 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

19. 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

20. 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

21. Over to you • Questions • Comments • Thanks! Bernard Gauthier, MA Managing Partner Delta Media Inc. (613) 233-9191 bernard@deltamedia.ca www.deltamedia.ca