2. BRAND INTRO

3. WHAT COMES TO MIND?

4. SCOUTING’S BRAND

5. #SPOTTHEDIFFERENCE MEDIA RELATIONS JOURNALISM Brand and key messages Shining the spotlight Organisation’s interest Truth, facts and investigation To educate and uncover Report with public interest

6. WHAT’S THE POINT? CHANGE PERCEPTION INCREASE MEMBERSHIP SUPPORT & DONATION

7. YOUR TURN! CHALLENGE & ADVENTURE POSITIVE IMPACT FUN & FRIENDSHIP Using post-it notes, add your Scouting experiences to the brand zones around the room.

8. MEDIA DON’TS DON’T THINK ANY PR IS GOOD PR: Decide if your story is positive for Scouting DON’T REINFORCE NEGATIVE STEROTYPES: Avoid history, parades and old jokes DON’T USE ONLY ADULT SPOKESPEOPLE: Show Scouting is about young people DON’T GUESS AT ANSWERS: If you don’t know the answer, just say you don’t know DON’T LIE TO THE MEDIA: Never, never, never – it will come back and bite you DON’TGET UPSET WITH JOURNALISTS: You’ll never get good media coverage DON’T USE POOR PHOTOS: ‘Grip and grin’, unsafe activities, posed pictures DON’T BE CONCERNED: About wearing correct and full uniform – a necker will do! DON’T TRY TO HANDLE NEGATIVE STORIES: Refer to Scout Headquarters

9. WHAT’S THAT MEAN? SCOUTS/YOUNG PEOPLE ADULT VOLUNTEER CHIEF SCOUT BEAVER/CUB/EXPLORE R GSL/COMMISSIONER Jargon!

10. PICS PAINT A THOUSAND WORDS GO FOR ACTION PHOTOS & DRESS FOR ADVENTURE (rather than formal ‘football team’ style shots)!

11. RAG RATING Hold up your coloured cards to vote on whether the following media articles are... RED – Off Brand AMBER – Neutral GREEN – On Brand

12. Stereotypical out-dated Scouting – parades, flags, church!

13. Fun, Challenge, Adventure, Impact

14. The wording promotes the Scout Brand, however the pictures do not.

15. Formal grip and grin showing old fashioned Scouting.

16. Fun, Challenge, Adventure, Impact

18. Picture is not adventurous or youth lead, though key message of “more volunteers”.

19. Fun, Challenge, Adventure, Impact

20. ANY QUESTIONS?