Making the news in 2017 - what does it take to thrive in a post-print world? | Making the news conference | 30 November 2017
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The document discusses the challenges and adaptations of charities in a post-print media landscape, highlighting the decline of print circulation and the rise of social media. It emphasizes the need for charities to embrace digital advertising strategies and collaborate with journalists to enhance their reach and authenticity. Six key rules for thriving in this new environment are presented, focusing on integrating media strategies, prioritizing personal stories, and continuous testing of approaches.
Making the news in 2017 - what does it take to thrive in a post-print world? | Making the news conference | 30 November 2017
- 1. Media in a post-print world - what does it take to thrive? Tim Harrison & Jonny Harper
- 2. 2 The post-print world What does it look like, and have charities adapted to it? Do journalists still matter in it? How can charities thrive in it?
- 3. 3 Print circulation has declined sharply Total UK newspaper circulation Source: ABC, 2001-2014 via theMediabriefing
- 4. 4 The five key media trends over the last 20 years Social and video media up Print & word media down People news up Policy & serious news down Truth is supreme Interesting is supreme Few mass media outlets Millions of outlets The user chooses The editor is supreme
- 5. 5 Social is breaking down traditional media boundaries
- 6. 6 The media strategies of 20 years ago: an impermeable barrier Paid for media strategy Editorial/print/ broadcast media strategy Controversial advertising
- 7. 7 The three media strategies of today: social media creates a way round traditional boundaries Paid for media strategy Editorial/print/ broadcast media strategy Social media strategy Retweeted/liked/shared due to editorial content Shared content becomes news article Happy customer comments publicised and promoted Retweeted/ liked/shared due to paid content
- 8. 8 Online is king, but charities slow to adapt
- 9. 9 Online is now king in the advertising world… 5.42 6.30 7.22 8.61 10.30 4.48 4.64 4.91 5.27 5.28 2.13 2.13 1.84 1.86 1.71 1.40 1.30 1.25 1.18 1.02 1.53 1.46 1.37 1.22 1.10 1.10 1.04 0.99 0.94 0.88 0.97 0.99 1.02 1.06 1.11 0.55 0.54 0.58 0.59 0.65 0.21 0.18 0.20 0.24 0.26 0 5 10 15 20 25 2012 2013 2014 2015 2016 SpendinginBillionGBP Cinema Radio Out of home Magazine brands National newsbrands Regional newsbrands Direct mail TV Internet Source: Statista and Advertising Association Overall advertising spend in the UK, 2012-2016
- 10. 10 … but charities have been slow to adapt - 2011 Source: Statista, Advertising Association and Nielsen 29.7% 2.5% 25.8% 13.7% 10.7% 71.2% 24.5% 8.8% 0 10 20 30 40 50 60 70 80 90 100 Total UK Charities Percentageofadvertisingspend Cinema Radio Out of home Press Direct mail and Door Drops TV Internet Charities’ advertising expenditure vs total advertising in UK - 2011
- 11. 11 … but charities have been slow to adapt - 2016 Source: Statista, Advertising Association and Nielsen 46.2% 5.0% 23.7% 26.7% 7.7% 56.4% 13.4% 5.5% 0 10 20 30 40 50 60 70 80 90 100 Total UK Charities Percentageofadvertisingspend Cinema Radio Out of home Press Direct mail and Door Drops TV Internet Charities’ advertising expenditure vs total advertising in UK - 2016
- 12. 12 Charities have only just started to ramp up digital Source: Nielsen £30,162 £39,539 £40,146 £60,650 £102,566 £117,088 £35,503 £37,444 £39,435 £30,437 £34,083 £24,181 £6,824 £6,624 £9,081 £7,379 £3,948 £21,825 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 AdvertisingExpenditure (Thousands) TV Press Internet Digital spend Macmillan: £0.65m to £2.9m Oxfam: £0.13m to £1.5m Crisis: £0.04m to £0.94m
- 13. 13 Bloggers, vloggers and celebrities are the new press barons
- 14. 14 Most followed UK charities on Twitter: Top 10 719K 665K 505K 324K 308K 299K 266K 265K 247K 244K Source: one-riot.com
- 15. 15 Most followed brands on Twitter: Top 10 14.9m 13.3m 12.38m 12.37m 11.9m 11.2m 9.9m 9.3m 9.1m 8.1m Marc JACOBS Source: socialbakers.com
- 16. 16 Most followed people on Twitter: Top 10 106m 103m 96.6m 85.6m 81.7m 73.5m 73.2m 63.2m 63.1m 57.2m Source: socialbakers.com
- 17. 17 Blogs and vlogs have enormous audiences Source: New York Times 110 Million 30 Million 25.5 Million 24 Million 23.5 Million 23.25 Million 18 Million 15.5 Million 15 Million 14.5 Million Huffington Post TMZ Business Insider Mashable Gizmodo Life Hacker The Verge The Daily Beast Tech Crunch Perez Hilton FailArmy Shane Hikakin TV Hajime LosPolinesios Kan ExtraPolinesios Good Mythical Morning Bratayley iJustine 38.5 Million 31.4 Million 25.5 Million 23.1 Million 20.3 Million 16.9 Million 14.2 Million 12.2 Million 11 Million 10 Million Blogs Vlogs
- 18. 18 People – not policies – dominate the news
- 19. 19 Top stories from budget day 2017 1 2 3 4 Jack Maynard leaves I’m a Celebrity to defend himself David Cassidy: Partridge Family star dies aged 67 Grangela: Labour's Angela Rayner is grandmother at 37 Budget aim to help UK 'seize opportunities' from Brexit
- 20. 20 Top stories from Monday 6th of November 2017 Woman who gave Donald Trump the middle finger fired from her job Sia makes paparazzi butt of the joke by posting nude picture herself What happened when my partner became prime minister? For starters, no curry My travels in white America – a land of anxiety, division and pockets of pain 1 2 3 4
- 21. 21 Do journalists still have a role to play?
- 22. 22 Three quarters of journalists think they will be equally or more important to charities in 5 years time 15% 23% 39% 15% Much more important Somewhat more important Neither more nor less important Somewhat less important Much less important I don't know Base: 150 journalists| Source: JAAM, Oct/Nov 17, nfpSynergy “Do you think that journalists will play a more important or less important role in charities getting their message out in five years’ time?” Do you think that journalists will play a more important or less important role in charities getting their message out in five years’ time?
- 23. 23 Traditional journalism still offers unrivalled authenticity in an era of ‘fake news’ “With the growing focus on Fake News, people will look increasingly for a 'trusted filter' which I think the British media largely provides.” Freelance “People still trust the word of a newspaper rather than hearing a charity sing their own praises” CN Group Base: 150 journalists| Source: JAAM, Oct/Nov 17, nfpSynergy “Do you think that journalists will play a more important or less important role in charities getting their message out in five years’ time?”
- 24. 24 Journalists can help charities to break through ‘echo chambers’ and reach potential new supporters “If they rely too heavily on social media they end up “singing to the choir”. This limits their ability to reach new audiences and it can blind them from understanding how they are seen by the general public.” The Sunday Times Base: 150 journalists| Source: JAAM, Oct/Nov 17, nfpSynergy “Do you think that journalists will play a more important or less important role in charities getting their message out in five years’ time?”
- 25. 25 6 rules to thrive in a post-print world
- 26. 26 6 rules to thrive in a post-print world 1. Mix editorial, social and paid media strategies – and make them work for each other 2. People and personalities and over policy (no matter how sad that makes you) 3. Weave your messages into other stories – vloggers and bloggers need something to talk about 4. More video and pictures and less words – but keep it short and sweet 5. Build strong relationships with journalists to add authenticity and reach new audiences 6. Test, test, test – trial your ideas and find out what works. Learn about A/B split tests from your direct marketing colleagues
- 27. 27 2-6 Tenter Ground Spitalfields London E1 7NH www.nfpsynergy.net +44 (0)20 7426 8888 [email protected] nfpsynergy nfpsynergy nfpsynergy Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72
- 28. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 29. Making the news: generating positive PR for your charity Supported by 30 November 2017 London #charityPR