Scottish Government Communications (PR) Delivered
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Scottish Government Communications (PR) Delivered
- 1. Scottish Government Communications Clare Smith Head of PR + Interim head of marketing
- 2. PR industry is at a crossroads “Spin is dead. PR must step up and lead; open up and start talking about the issues that can really transform the world.” Robert Phillips
- 4. Fight the right fight
- 5. Dashboard approach reports Tracked Tone of Coverage 70 60 No 50 No of articles 40 Items 255 30 Mentions 20 255 10 Positive Mentions 0 247 Negative Mentions Negative 8 Month Positive Total PR Value £568,104 Coverage by Topic Circulation 42,736,408 CashBack Opportunities to See 60,717,218 6% NKBL ASB Headlines 255 Photographs 97 41% 53%
- 7. Organ Donation 2011/12 Objectives Drive registrations and increase the number of Scots on the ODR. Communicate the call to action to ‘Join the NHS Organ Donor Register now’. Generate extensive media coverage to ensure PR makes a disproportionate contribution to overall results. Strategy and tactics Appeal to people’s common sense. Communicate that you are more likely to need an organ transplant than you are to become a donor. Heighten the sense of urgency encouraging people to sign up now Target over 35s in order to increase the number of donors available in the near future.
- 8. What we did Worked with News colleagues and the Health Secretary Nicola Sturgeon launched the campaign in October at the Royal Infirmary of Edinburgh Case studies – humanise the story Stakeholders
- 9. The Sun Tuesday 13th December, the front page screamed out “Save a Life for Cole.” Cole Gibson was an amazing boy who was tragically killed in a car crash the month before. From the age of seven, he’d carried a donor card. Just two years later he was dead but his organs saved four people. On day two, celebrities such as John Barrowman and Lorraine Kelly were urging Scots to give the gift of life this Christmas. With a minimum of a double page feature per day, we furnished the paper with stories of eight brave recipients who told how organ donation saved their lives, together with the shared heartache and joy of four families who had lost children.
- 10. Outputs Truly integrated pan-campaign from the start PR far outstripped other disciplines in terms of performance and cost-effectiveness: Generated two thirds of all text responses across the three month campaign Delivered two and half times more text responses than TV advertising, field marketing and direct mail combined At £13.90, PR generated text responses were nearly 1000% cheaper than TV (£131.31)
- 11. Outputs Scottish Sun delivered at zero cost, produced 350% more text responses than a national TV advertising campaign achieved over three weeks. On this basis it would take 11 weeks advertising to achieve the same result Our focus on ‘traditional’ media ensured we captured the over 35 audience
- 12. Outcomes – October – December 2011 PR = 1541 text enquiries, 73% conversion rate = 1125 validated new registrations on the ODR Across all disciplines, 2246 text responses were generated with a 65% conversion rate. This was compared to 786 over the same October-December period in 2010. In addition PR generated a further 500 plus registrations via the phone and campaign website Scotland now has 39.1% of the population on the ODR, breaking through the two million registrations mark, compared to 30% across the whole of the UK. With extensive media coverage fuelling a PR value in excess of £795,000, our campaign delivered an extremely healthy return of 1:37. Budget - £21,500 Text LIFE to 61611 to register with your mobile phone – www.organdonationscotland.org
Editor's Notes
- For the comms office - influential, responsible, transparent and timely Ministerial communication – reputation, policy, news management, stakeholder liaison, media relations ... And often crisis management. Sometimes success is about NOT having your story appear rather than blanket coverage ...and we grapple with how we measure the stuff that’s spiked. Majority of our domestic PR work is connected to our Marketing strategies. There’s a distinction between campaign pr work we do in Scotland and the work we do through our International marketing team to promote Scotland around the world as a great place to live, work etc. Broadly called consumer PR , but its more than that – behaviour change, public information, B2B – Work is based on delivering on strategic objectives – Government purpose with clear measurable outcomes SG accounts for the largest amount of spend on PR through the marketing services framework contract = a lot of responsibility. PR in SG is about strategy. And its about meaningful results.
- Domestically we – Work with our extended team of marketing managers and with portfolio News teams, policy, stakeholders, all agencies, often supermarkets/chefs/media owners/football teams PR strategy draws on insight, segmentation and campaign planning – marketing domain Set SMART objectives and monitor progress, remaining agile and exploiting opportunities as they arise Deliver across both behaviour change and public information campaign work Consultancy across wider Government – occasionally there is call for PR to support non-marketing campaign work, for example Games Legacy, Public Contracts Scotland Times when PR leads the way, engages with Stakeholders and sets the agenda prior to the marketing ‘above the line’ coming into play
- Beyond the ‘we could launch the creative’ – PR now plays a central role in campaign planning. The recent alcohol “Drinking Mirror” APP was born and bred from the PR team. Whilst a light hearted access point – serious message of what regularly drinking more than the recommended amounts can do to your looks Peaked at number 15 in APP chart as of yesterday had received over 250,000 downloads Media coverage, spread through social – made the US media too. We’ve set the agenda, positioned Ministers - BUT WHAT DOES THAT MEAN? We need to go beyond the data and stats and extrapolate what IMPACT its had on behaviour change. Talk about OUTPUTS and OUTCOMES Output in terms of KPI’s and return on investment when an agency is involved, and outcomes to measure real world impact on the strategy objectives, and influence. We’re currently looking at a way to understand the impact of the App on Scots And results like that mean we can be taken seriously “in the boardroom” Move away from ‘well received’ – no Minister / CEO is going to stand up in Parliament / boardroom
- We try to be exemplar in our approach – raise the bar – we’re a demanding client. We use dashboards – message measurement, branded coverage, call to action, tone, geographic spread – and then we move it on to make a correlation of WHAT difference has that made. Often requires some lateral thinking… And solid evaluation that shows ROMI can cost money, but its worth it – Evaluating outputs and outcomes of PR in delivering alongside marketing campaign strategy – more on that in the case study We are always aiming to prove the benefits to Scotland. But it could be about relating PR activity to sales, opinion change – get creative.
- News hijack where we can Be SMART but not OPPORTUNISTIC Social media should be firmly in the domain of PR – content creation and good ideas can come from anywhere but in terms of running social communications strategy I think its about influence, engagement and reputation. Social media engagement adds meaning to work done – its not about slapping a twitter account on the end of a proposal – used correctly it can set agendas, build communities and influence influencers Our international activity – social is at the heart of what we do for obvious reasons but we’re learning every day from that and applying it domestically.
- The job of PR has changed gradually over the years profile has rocketed, acceptability and talk ability – ultimately more people are on the register. Almost everyone would expect to receive an organ, 28% on the register – now its 41% Prove the gift of life, not get into the opt out piece, focus the discussion on signing up, humanizing it, one way street.
- Wall of fame emblazoned with images of people that had donated organs and received transplants in the last year. Harley Davison - riders backed the campaign - passed away in September 2011 after a brain haemorrhage. He wasn’t on the ODR but his parents made the decision to donate his organs, saving six lives in the process, on the basis that they would have happily taken an organ if it would have saved him.
- Integrated – tracking in place, text responses could be tracked back to PR activity
- This is an example of comparing / contextualising results, make them meaningful