How do I get state-wide media to take notice of local issues?

This is a common challenge for many locally-based community organisations which are able to hit the headlines successfully in their local area, but struggle to match this local publicity on a state basis.

The key is to make the issue relevant to the audience you are targeting; in this case, the entire state.

Make it very clear how your local issue is relevant to other parts of the state. Is it opposition tocertain types of development, the destruction of parks or wetlands, a shortage of publichousing, a legal hiccup or government decision that could affect many?

Think of the local issue as an example or case study of the wider problem. Show how it could impact oncommunities across the state.Without this type of wider relevance, hopes of wider media coverage are slim.

Of course, there is also a much greater level of competition for coverage at a state level. You’ll have to work that much harder to gain coverage.

So, in addition to a great hook, it is almost certain you will need to organise good visual opportunities forphotos (print publications) or footage (TV).

Staging an event, protest or some other attention-grabbing activity is one way of doing this. If you do go this route, try to stage your event on a weekend, preferably a Sunday when there’s less competition.

Does it strengthen or weaken my brand to use a new logo in a merchandising program – plastering iton merchandise of relevance to the organisation?

The classic answer here is: “It depends”.

It is very important that your logo is used thoughtfully and in context, not gratuitously or in away that denigrates or cheapens your organisational brand.

Generally speaking, if you are going to use your group’s new logo on merchandise, there are some basic rules to follow:
• Show restraint – Don’t fall into the trap of putting your logo on everything. Pick and choose your targets in terms of what the most number of people will see, and what people will hold on to thelongest.
• Not too large, not too small – Jumbo-sized logos on merchandise look cheap. Too small, and noone will be able to see it. Use a medium-sized logo that doesn’t overwhelm the item it is placed on.
• Convey a message – Where possible, convey your message with your logo. Does your group have ashort slogan, catchphrase or tagline it can use in conjunction with the image?

Respect your logo like you do your group’s good name and reputation. Your logo is an expansion of your group and its brand – damage it, and you run the risk of doing the same to your group and brand.

The Marketing Guru is an initiative of the Marketing, Media and Post Centre, the online resource forcommunity organisations provided by Our Community and Australia Post. Send your questions to guru@ourcommunity.com.au.

Our Community Photo Bank

Our Community and Australia Post are working together to build up a gallery of photos that show the full extent of Australia’s communities and the people who work with them. A total of $5000 in cash prizes is available for photographers who upload images to the Photo Bank, and their nominated community groups. There are two prizes – one for the most popular photo, and another for the photo that best exemplifies the work of Australian community.

The competition is open until October 22, but photos will remain on the Photo Bank indefinitely. Find out more and view existing photographs at
www.ourcommunity.com.au/photobank.

Don’t miss your chance to show the rest of Australia what’s going on in your neck of the woods – and maybe win some loot while you’re at it.

Communication Success Tip

[From Parsons Associates Coaching]

Think before you speak.

Saying what you mean and meaning what you say is the golden rule to communication.

To achieve this, you must hear what you are saying before it is spoken.

This requires pausing for a moment of thought.

Analyze what you plan to say and evaluate whether it sounds like what you mean.

When you speak to someone you don’t have a backspace key to erase what you just said.

Video - Sharing - the Leadership Challenge

See practical examples of this particular style of leadership in change in the public sector

Top Five tips for a healthy event

[From Our Community Matters, the newsletter of http://www.ourcommunity.com.au/]

If you're taking care of the health of both your volunteers and the general public (and you should be), take these considerations into account when planning your next fundraising event.
1. Free and easily accessible water
You may think you can make more money by selling your own cans (and perhaps forbidding other people from bringing their own), but this is very risky. If anyone gets dehydrated you may be held liable. Make sure
that volunteers have a clear source of hydration, even if you have to buy it.
2. Adequate first aid
You may be able to get this expertise from within your own volunteer roster that is, you may be able to arrange for your volunteers to take the course. If n, thought, you'll have to mae other arrangements.
3. Smoke-free areas
This is a no-brainer. Slightly harder is the question of whether to have an entirely smoke-free event. Will this discourage participants? On the other hand, is it ethical to facilitate ill-health? Will it cheapen your brand?
4. Shaded areas
Any outdoors event venue needs to have as much shade as possible.
To set a good example volunteers should be encouraged to be SunSmart (a long-sleeved collared shirt, sunglasses and a broad-rimmed hat when outdoors).
5. Healthy publicity
These tips do involve you doing more work, so you need to get something back for the cause. Try and make it a sales feature. Promote your healthy event in your media campaign and stress how friendly it is to families (working families, even!). Explain any restrictions to volunteers in advance.

Keep it fun, keep it healthy, and minimise risks.