1 NATO MOE (c) SOS International Ltd 2010. Public Outreach is about building relationships and awareness or changing attitudes and doing this in the.

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


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


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


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


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


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


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


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


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


The medium is part of the message – the role of Outreach, in shaping the image of a brand, is dependent on venue selected


Fear Her!


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


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









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?


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.


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?


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.


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”?


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.


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?


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.


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


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?


Customer expectations

Relationship management

Event/transaction performance

Product performance Service performance

New customer experience

Lost customer experience

Employee commitment

Supplier partnerships Purchase behavior


How your audience perceives your performance?

Why they have those perceptions? And how you can improve them?


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


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?


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.


Fear Her!



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.


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.


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.


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.


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.


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


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


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


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


Customer Service Responsibility to the Public Facilitating the Exchange of

Information



52NATO SC Conference: Private Sector MOE (c) SOS

International Ltd 2010

1 NATO MOE (c) SOS International Ltd 2010. Public Outreach is about building relationships and awareness or changing attitudes and doing this in the.

Documents

nato moe c sos international

outreach measurement

outreach campaign

outreach venues

strategic outreach

target audience vis

audience tracking

dwindling audience