Scottish Communicators Network - 22 Oct 2014 - Countdown to Edinburgh Tram Launch
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Countdown to the launch of Edinburgh Trams Lesley McPherson, Chief Communications Officer The City of Edinburgh Council Frank O’Donnell, Editor Edinburgh Evening News
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Presentation to the Scottish Communicators Network on 22 October 2014, by Lesley McPherson, City of Edinburgh Council, and Frank O'Donnell, Editor, Edinburgh Evening News - on the topic of the countdown to the Edinburgh Tram Launch
Transcript of Scottish Communicators Network - 22 Oct 2014 - Countdown to Edinburgh Tram Launch
Countdown to the launch of Edinburgh Trams
Lesley McPherson, Chief Communications Officer The City of Edinburgh Council
Frank O’Donnell, Editor
Edinburgh Evening News
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The challenge
• Inspire and grow public confidence in the tram system to attract passengers and ensure a successful launch
▪ Educate public on new safety considerations
▪ Understanding of testing period
▪ Inform passengers about how to use tram
▪ Engage people in feeling positive about the tram
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Consistent messages
Forward Thinking
Media
Edinburgh
residents
Community
stakeholders
Opposition
Council
Siemens/
Bilfinger Businesses
Scottish
Government
Councillors from
all parties
Residents
Businesses
Media
Community
Stakeholders
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Media dialogue key
• Clear indications of timing
• Trust
• Involvement
• Exclusives
• Generating interesting stories to share
• Shared reader focused initiatives
▪ Social media
▪ Reader competitions
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People inside the project
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Inside the safety exercise
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Social media campaign
#tramspotting
#readytoroll
#dingding
#ontramselfie
#carefulnow
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Community approach to launch
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