Presentation: Local Media

Presentation by Jonathan Moore, Chief Executive of the Suffolk Association of Voluntary Organisations at the NCVO Campaigns Conference 2011.

Transcript

1. The local dimension … Jonathan Moore, Chief Executive Suffolk Association of Voluntary Organisations

2. The Local Media: Social Media - everything TV – Regional, Local, Community Radio – local, independent, BBC, Community, web-based Print – regional, local, evening, morning, freebies, village/parish, in-house stuff Word-of-Mouth – face-to-face activist, electronic, email pyramids etc

3. Local Media - Satan: Parochial; football fixated; driven by advertisers; jaded by tree plantings/ cheque presentations everything; bombarded by rubbish – so treats it all as such; staffed by inexperienced or old lags; cosy; frustrating

4. Local Media – or Saint? Fertile Ground (almost virgin snow) for innovation; desperate for good material esp local; read cover to cover, word for word; very loyal readership; locally more read/listened to than any national; untapped opportunities (eg Editor’s Page!)

5. Therefore: Local Media + Good determined campaign = Great opportunity for VCS

6. Local Media – the offbeat: Agricultural Show, House to House, Fetes, local campaign pyramids,

7. A Local Media Campaign: National Perspective – Empower the local Support and guide; don’t prescribe; localise the message (or be localisable); work the networks; trust, celebrate, reward

8. A Local Media Campaign: Local Perspective – Take ownership; demand support; pump your ideas up, down and left and right; localise the message; work the networks; trust, celebrate, reward