The following blog post was written by Sandra Castillo, strategy director for Current Communications.
Previously our research director Abby Thevenot discussed the importance of research and how Current Communications found the key publics for Youth Oasis. We established that professionals within the ages of 30 – 45 preferably with children are the target audience for our client.
Being able to determine the client’s key audience is a critical component with determining strategies and tactics. It is a factor that the team will constantly refer back to when making tactical decisions.
Working with Youth Oasis our goal is to raise awareness within the Baton Rouge community. As public relations professionals that means seeking out owned and earned media. Available to us is the social media accounts and the existing media lists. Our team has updated the media list and written media advisories to alert the media of the happenings at Youth Oasis. We recently received attention from The Advocate the local newspaper in Baton Rouge. Youth Oasis is having an event called Sleep Out for Change, which fundraises and encourages people in the community to place themselves in the shoes of the homeless youth. It is a great example of strategically reaching out to the media and gaining coverage.
Relationships with the media are to be cared for. Journalists are always looking for a new story. However any old tidbit of information will not do. There are factors such as timeliness, rarity and prominence that determine whether the organizations news is newsworthy. It is imperative to understand this concept before reaching out to media. What is important to the organization is not always important to the media.
In terms of owned media, social media a great way to create a brand. It is a platform where you can control the message and funnel the pertinent information that journalist may not cover. In our current media environment social media fits into the efforts made to reaching our audience. “As of January 2014, 74% of online adults use social networking sites (PEW Research).” It is the prime way to reach an audience directly. However that does not mean we should engage in all social networks. Once again we look back at our key audience and find the platforms that they are most present in. Our audience in mainly on Facebook, thus it would not be strategic to promote on Tumblr or Vine, where the primary users and young adults. Therefore our strategies focus on social media platforms, Facebook and Twitter.
We’re excited to announce that we are OFFICIALLY hosting the Youth Oasis Family Fest to benefit Youth Oasis Children’s Shelter. We have partnered with incredible team at Acacia Church and will be holding this stellar event at their facility. Keep following along with us to see the progress of this super exciting event.