Get MORE by building awareness for your Intel ISEF-affiliated fair Gail Dundas Global Communications Group Intel Corporation
Today, you’ll learn • That raising awareness is critical for success • How to get the word out • How to make the word spread
Why raising awareness is important Without awareness there can be no favorability • Out-of-context • Irrelevant Without favorability, no reason for anyone to get involved • Too many messages, too little breakthrough Raising awareness is job one, favorability keeps them interested
Write a simple plan First, Know who you want to reach (audience). Often overlooked but extremely critical… Because it helps you focus… Which saves you money and time, and makes everything you do more effective. Exercise: Define your audience—now. 3 minutes.
Messages • For each audience, you should have a message that will spur that audience to do something… • Ideal: An emotional hook plus an action • Parents encourage their kids • Teachers support their students • Business make donations • People volunteer Exercise: Write a brief message for each audience
How to reach your audience with your key message • Ask yourself: What is the best way to reach my audience? What do they read? Who is important to them? Who do they listen to? Whose opinions do they care about? • Example: • Audience-Elected Officials • Who is important to them? Voters • Voters are a general broad audience and likely read and listen to local media. Reach your audience through strategic communications
Next, get the word out. • Press Release • A right and wrong way to use • Events • Queries • Word of Mouth • Social Media • Web Sites • Blogging • Facebook/My Space How else does your audience get information?
The ever-popular press release • A good tool to reach a broad media audience • A good way to crystallize a broad story (who, what, where, when, why and how) • The inverted triangle approach: most important news first • Doesn’t work for everything • Use selectively • Especially best if used for events, because it is used to stimulate media inquiry • MECHANICS: • List a contact – and be there to answer the phone when they call • Most important news first • Supporting details follow • No extra words!
Press Release for Intel ISEF 2008 Intel Corporation 2200 Mission College Blvd. P.O. Box 58119 Santa Clara, CA 95052-8119 CONTACTS: Gail Dundas Kara Gaffney Rick Bates Intel Corporation for Intel Corporation Society for Science & the Public 503-816-2382 646-204-63443 202-669-4288 email@example.com@firstname.lastname@example.org INTEL INTERNATIONAL SCIENCE AND ENGINEERING FAIR OPENS TODAY More than 1,500 Students Compete for Nearly $4 Million at World’s Largest Pre-College Science Fair ATLANTA, May 12, 2008 – Young scientists and innovators from around the world arrived in Atlanta today to compete in the Intel International Science and Engineering Fair presented by Agilent Technologies. Here at the world’s largest pre-college science competition, more than 1,500 high school students from 51 countries, regions and territories compete this week for nearly $4 million in scholarships and awards. The top three winners will each be awarded a $50,000 scholarship by the Intel Foundation. Finalists’ projects tackle critical issues that resonate across the globe. For example, many of this year’s projects focus on sustainability and energy efficiency, including viable alternative fuel sources such as algae in wastewater. Students also worked on improving the functionality of robots; identifying the molecular pathways that underlie alcohol addiction; utilizing sensory integration activities to treat sensory and speech impediments among autistic children; and identifying genetic factors behind other diseases, including Lou Gehrig’s Disease. In fact, nearly 20 percent of the projects being presented this year either have been patented or have been submitted to become patented.
Events • A great way to get attention, but should serve more than the purpose of drawing attention • USE media cycles… • Slow news days are at the end of the week and over the weekend…though the staffing on the weekends also means fewer journalists are available • Media advisory invites journalists to attend – again, the who, what, where, when, why and how – and what they will see and do there Is there an event in your future?
Queries/Pitches • The pressrelease grows up and gets picky! • This is a direct way to send a specific story idea to a journalist. • Is there someone who does this type of story? • Is there a natural extension to a storyline going on in your local area? • A letter or email or telephone… • Again, direct. • But personal in that you tell the journalist why this story is perfect for them and for their readers. Highly focused effort
Word of Mouth • Repeatedly proven to be the most effective way to communicate • Tough to create • Best stimulated by presentations to small groups, one-on-one meetings, and social media • Ambassaor strategy
Social Media Word-of-Mouth gets a boost – a big one! • Web Site • If you don’t have one, you need to • Get comfortable with social media • Facebook • Blogging • Using links
Media Coverage…many ways to use Summary of Intel International Science and Engineering Fair Secured Media Coverage United States Phase I: Leading Up To ISEF Week Science News, May 12, 2008: Future Scientists Showcase Their Smarts Wired News, May 12, 2008: Intel International Science and Engineering Fair Post-Bulletin, May 10, 2008: DNA, Bacteria, Chaos Lead Students To International Science Fair WMBB.com (Panama City, Fla. ABC affiliate), May 9, 2008: Mosley Student Competes in International Science Fair Seneca Post-Gazette, May 8, 2008: Seneca Valley Sixth-Grader Cleans Up With Science Experiment The Advertiser, May 8, 2008: Students To Compete In Fair Star Tribune, May 6, 2008: Still In School, But Already A Delegate Kalamazoo Gazette, May 6, 2008: Top Scholars Hope To Improve Their World With Science Cleveland Plain Dealer, May 6, 2008: Students Compete At Science Fair Voice of America, May 5, 2008: Science Talent Searches: One Way to Earn Money to Go to College Canton Repository, May 4, 2008: Glenoak Brothers Off To National Science Fair Greeley Tribune, May 4, 2008: Science Of Learning Macon Telegraph, May 3, 2008: Artificial Intelligence, Really The Suncoast News, May 2, 2008: Pasco Students Compete In State Science Fair *Story also picked up by The Tampa Tribune on May 3, 2008* The Times, May 2, 2008: Tigard Sisters Go Generic For International Science Fair News-Press, May 1, 2008: Four Canterbury Scientists Advance To International Fair Great Falls Tribune, May 1, 2008: GFH Freshman Unearths Evidence For Reason Mammoths Disappeared Canada Phase I: Leading Up To ISEF Week The Toronto Star, May 10, 2008: Science Fair Projects Go 'Greener' Toronto Sun, May 10, 2008: Young Brains Take On World China Phase I: Leading Up To ISEF Week South China Morning Post, April 30, 2008: Students Unlock Secret To Success Australia Phase I: Leading Up To ISEF Week Sunday Tasmanian, May 11, 2008: Young Storm Finds Science A Breeze Burnie Advocate, May 7, 2008: Science Opportunity Beckons Malaysia Phase I: Leading Up To ISEF Week Utusan Malaysia Online, May 10, 2008: 10 Students To Represent Malaysia At Intel ISEF, Atlanta New Straits Times, May 10, 2008: 10 Picked For Atlanta Pre-College Science Competition Lowyat.net, May 10, 2008: Intel Moulds Future Scientist And Investors Of Malaysia
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