1 NATO MOE (c) SOS International Ltd 2010. Public Outreach is about building relationships and...
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Transcript of 1 NATO MOE (c) SOS International Ltd 2010. Public Outreach is about building relationships and...
1NATO MOE (c) SOS International Ltd 2010
Public Outreach is about building relationships and awareness or changing attitudes and doing this in the most effective and targeted manner
The “thud factor” book of media clippings and broadcast transcripts it’s a tangible achievement, in poundage terms....but not terribly meaningful in terms of targeted messages and out-takes by the target audience
2NATO MOE (c) SOS International Ltd 2010
All of us here today know that outreach is not just about generating media coverage
Public Outreach is about building relationships, building awareness and changing attitudes, perceptions and bias
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So if these are the real priorities, we need a measurement and evaluation approach that addresses these goals
We need a way of quantifying changes in each of these measures to understand the effectiveness of the Outreach Campaign
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Examination of your deliverable in terms of key messages – or “message content” – is one step towards a better evaluation method, but this is still output--- not to be confused with outcome
Reality: the most sensible and constructive route to pioneering a more effective product has been to team up with the experts in targeting, benchmarking, media measurement, and impact evaluation
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Don’t just look at the content. You have to know what effect that content is having on the target audience vis-a-vis the overall mix of communications utilized
A new approach built on three concepts: strategic outreach targeting, outreach measurement {content/prominence and relevance/reach} and audience tracking
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One key methodology is correspondence analysis:› defining or splitting a certain demographic
group along a vertical axis, against a horizontal axis that reflects subject matter which is highly relevant to that demographic group
Assists in making sense of the increasingly fragmented outreach environment that we all operate in
Basic Truism: We are all competing for a dwindling audience share of mind
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Assess campaigns in terms of reach and frequency across all outreach venues
Feed a proposed plan into the system to try and set potential objectives and targets
Allow a team to allocate resources to the various outreach activity selected
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We can then measure:› The allocation of time per outreach
channel› The penetration of the target audience by
each channel as well as the combined total reach de-duplicated
› Define the percentage of target audience who were reached at least once, by channel, and the average opportunities to see (OTS) or hear by target audience (Hits)
› The total percentage of target audience reached by an average frequency overall
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It’s not just about reach and frequency, but also the quality of the communication
The ID of the target audience and their outreach channel consumption habits
Within that context, the assessment of how many members of the target group were reached and how many times each individual was reached
The media exposure of the information – how long, how big, and how much content› The degree of prominence › Analysis of message communication and coverage
tone 10NATO MOE (c) SOS International Ltd 2010
Outreach tends to attract the interest of people who already use the brand because they are naturally more tuned in to anything about the brand
This is a relationship they have built up through usage and familiarity
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The medium is part of the message – the role of Outreach, in shaping the image of a brand, is dependent on venue selected
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Fear Her!
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Am I recreating work that's already been done?
How much time should this take?
Is it worth it? The perfect is the enemy
of the good As you go along, take
stock: › Is this true?› Is this accurate?
Does my project/program offer an accurate depiction of the facts, or is it misleading?
Is this based on a reliable source?› Can you get your hands
on the source if needed?› Is the source considered
reputable by others?› Are there multiple
corroborations of it? Upon completion – what
will the message be? Have you told a good
story? Are there any
unanswered questions?
NATO MOE (c) SOS International Ltd 2010 14
NATO MOE (c) SOS International Ltd 2010 15
IMPACT TELEVISION OUTDOOR PRINT INTERNETIntrusiveness High High Low Low
Control of Consumption
Passive PassiveActive,
selectiveActive,
selectiveEpisode
Attention SpanLong Short Long
Restless, fragmented
Active Processing
Low Low High High
MoodRelaxed.
Seeking emotional gratification
Bored and under-stimulated
Relaxed.Seeking interest,
stimulation
Goal orientated.
Needs related
ModalityAudioVisual
Visual VisualVisual
(auditory increasing)
ProcessingEpisodic,
SuperficialEpisodic,Semantic
Semantic,Deep
Semantic,Deep
ContextAs individual in interpersonal
setting
Solitary(in public space)
IndividualPersonal
AlonePrivate
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Copy Testing › Will this piece appeal to our target
audience? › What will this piece do to our target
audience's perception of us? › Will the market believe the statement
we're making through the piece?
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Brand Equity/Brand Premium › How much more is our brand worth? › What are the components of brand loyalty
and how does our brand perform on these metrics?
› How strong is your brand equity? It is a company's largest single asset.
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Brand Image › How does the market perceive us relative
to the competition?› How does the market differentiate
between brands?› How valuable are each of the image
attributes and how do we fare on them?
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Naming Research› What's the most appropriate product name? › How does the market perceive potential
names?› Does your naming research answer those
and other important questions? › Strategic positioning results from
perceptions about a product or brand, which begin with the name.
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Customer Satisfaction/Loyalty Management
› What can we do to increase customer retention?
› What level of recommendation or repurchase intent do we have?
› Can you create and maintain a base of loyal and profitable “customers”?
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Market Opportunity/Concept Testing › Is this new line extension going to steal
from competitors or our key product line?› What is the market opportunity for a new
product or service?› What are the perceived pros and cons?› You need to know whether or not your
concept for a new product or service is going to appeal to your target market when you're early in the product development cycle.
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Market Segmentation › What segments exist in our market of
opportunity?› Which segments should we target and
how do we reach them?› What messages should we communicate to
each segment?
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Web Site Evaluations › Is my Web site affecting customers'
perception of my brand?› How effective is my Web site? › Purchase expertise to determine how
effectively your Web sites meet your goals, with a targeted audience.
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Pre-test a new or redesigned site prior to launch
Test alternative site themes, layouts, graphics or content
Adjust site content and design in the most efficient manner on an ongoing basis
Compare the performance of your Web site to competitor sites
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What will motivate someone to come back?
Is my Web site satisfying their expectations?
Is my site easy to use? Does my site have a positive impact on
my brands?
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Customer expectations
Relationship management
Event/transaction performance
Product performance Service performance
New customer experience
Lost customer experience
Employee commitment
Supplier partnerships Purchase behavior
NATO MOE (c) SOS International Ltd 2010 34
How your audience perceives your performance?
Why they have those perceptions? And how you can improve them?
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TV Passive consumption
PRI NT Active consumption
Passively experience ads – ‘captive audience’. Little choice exercised
over exposure (some zapping, some distractions)
Active selection in exposure to ad Reader in control. Variable exposure
time
Little product category effects in attention and interest to ads
Ad effectiveness varies according to consumer’s interest in category
No creative ‘hook’ needed into the product category
Unless instantly comprehensible, needs a strong hook to get
involvement
Little wear-out in attention-getting with repeated exposures
Considerable wear-out in interest and likelihood of re-reading ads. Actively
filtered out. Little mental processing – ad
retained as images, events and simple messages/associations
Deeper processing. Good grasp of essential ideas. Complex messages
taken out. Visual/audio elements well recalled Visual elements poorly remembered Ad must have strong link between
message and brand to be remembered
Brand more likely to be registered
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Am I recreating work that's already been done?
How much time should this take?
Is it worth it? The perfect is the enemy
of the good As you go along, take
stock: › Is this true?› Is this accurate?
Does my project/program offer an accurate depiction of the facts, or is it misleading?
Is this based on a reliable source?› Can you get your hands
on the source if needed?› Is the source considered
reputable by others?› Are there multiple
corroborations of it? Upon completion – what
will the message be? Have you told a good
story? Are there any
unanswered questions?
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Essentially bad news and sensational news sells better than good news. So what does the media view as newsworthy? Going from the most newsworthy to the least:
A Major Event - A war, an assassination or a coup or an attempt at one, a close election, an international event such as a major treaty or a revolution are all events that will dominate the news coverage for days or even weeks.
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Fear Her!
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A Scandal - The higher up in the government the better for news coverage. Whitewater and Bill Clinton, Watergate and Nixon, Enron and some high level officials in the Bush administration are scandals that the public loves to read about.
A Major Policy - Passage or near certain passage of a major piece of legislation such as campaign finance reform or prescription drug policy is important to the media especially if they have been following the legislation for years.
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A Conflict - especially among Powerful People. If the president and the prime minister are at odds publicly, this makes for a great story. People enjoy a good fight.
Something Out of Character - A member of parliament who is very righteous and continues to discuss the virtues of family values is exposed for having an affair. Hypocrisy is viewed as very newsworthy.
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Smaller Events - The parliament passes a bill that requires everyone to wear a seatbelt when they are in a moving vehicle.
Embarrassment - The MP who was the main proponent for the bill to require everyone to wear a seatbelt is fined for not wearing a seatbelt.
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Human Interest - An MP gets married. If an MP wants a human interest story like getting married and every smart MP does, the MP must make the story interesting. For example, if the MP was viewed as a bachelor for life, then at age 52 gets married, it is a more interesting story than the 28 year old MP who is getting married for the first time.
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To make something into a newsworthy story one needs to fit the story into one of these categories, the higher up the list the better.
Another way to make something newsworthy is to build on issues that the media is covering.
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From least to the most effective:› Press Release› Press Briefing› Newsletter› Weekly/Monthly Column› Letter to the Editor› Press Conference› Speech› Meeting the Media› Radio or TV Interview
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Have a message and stay on the message Look, act and hopefully be sincere Be respectful and pleasant as difficult as it
may be at times If you want to be quoted, have some short,
clever, pithy statements ready If you are misquoted or there is a bad article
written about you that is not accurate, call the reporter and politely go through the article and show him or her where they were wrong
Make their job easy Be available to the media even at odd hours
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Don't be hostile or defensive Don't mislead the press or send them in the
wrong direction Don't say anything you do not want to see
on the front page of tomorrow's newspaper or as the lead story on the 11:00pm news
Don't assume that the reporter knows anything about the topic or issue you are discussing
Don't threaten or try to intimidate the press
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If you are misquoted, the first question should be, how serious was the misquote and how many people actually read it?
If you unintentionally released inaccurate or misleading information, apologize and take full responsibility
If you find yourself under fire and the media is battering you with tough questions, take control of the situation, don't try to hide and don't get defensive
If you get bad press for whatever reason, you need to objectively evaluate the seriousness of the situation
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Customer Service Responsibility to the Public Facilitating the Exchange of
Information
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52NATO SC Conference: Private Sector MOE (c) SOS
International Ltd 2010