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Extra, Extra! Read All About It!. Using the Media to Promote Flood Safety By Stephanie Lott, City of Austin. Getting the Message Out!. Paid Advertising “Free” Outreach. Who is the Audience?. Starting point for any media campaign Allows you to design a more effective campaign
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Extra, Extra! Read All About It! Using the Media to Promote Flood Safety By Stephanie Lott, City of Austin
Getting the Message Out! • Paid Advertising • “Free” Outreach
Who is the Audience? • Starting point for any media campaign • Allows you to design a more effective campaign • Test question: You battery-powered stuffed animals, where do you advertise? • Newspapers? • Billboards? • Children’s TV?
Turn Around – Don’t Drown Audience? Everyone!
Who We Really Need to Reach People driving in the rain!
Radio Advertising • Short-notice advertising • Notice by 10 a.m., 5 stations, 15-second spot, • Started running ads at 2 p.m. September 7 • Night-time ads cost as little as $5 per spot • Spanish version on top Spanish station • Traditional educational campaign • Three weeks of advertising on 4 radio stations • Included print and online ads • Used firefighter for spokesperson
Did it Work? • Short Notice Ads - 120,000 adults heard ad 3 times • Spent $3,200 • Traditional Radio Ads - 600,000 adults heard ad 2 to 3 times • One fatality in Austin • 7 swift water rescues in Austin
News Conference Tips • Have a good visual • Announce something new • Bring in partner organizations • Call the media the morning of the news conference • Remember some of the pay off will come later
Questions Stephanie Lott Public Information Specialist Senior City of Austin 512-974-2799 Stephanie.Lott@ci.austin.tx.us
Radio Ads • Educational Ad English • Educational Ad Spanish
Turn Around – Don’t Drown Audience Flood fatalities by age and gender (DSHS) Chart by Dr. Hatim Sharif for the Texas Flash Flood Coalition