What is the future of think tank comms?
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1 What is the future of think tank comms? Fri 26 April 2013, for SMF at ODI Richard Darlington IPPR Head of News
2 Structure of this talk
3 The birth of the think tank RUSI Fabian Society Brookings Institution 1960 ODI 1986 NEF (the think-and-do-tank) 1988 IPPR (Tony Blair s favourite think tank by 1994) 1989 SMF (founded by David Owen at the end of the SDP + John Major s favourite think tank by 1995) 2012 Guerilla Policy (the death of the think tank)
4 Why IPPR?
5 1) Publication/Web: Think tank comms past Reports hardcopies & sold ( ) online 2) Events/Fundraising: Dissemination events invite only, panels & in London 3) Media relations: Press coverage Guardian exclusives Broadcast coverage Today & Newsnight
6 Newspapers are not dead In 2000, Tele was selling 1 million a day, now 555k. Gdn from 409k to 209k. Indy from 222k to 71k (@Owen Jones84 = 103k followers) Sun has gone from 3.5m to 2.4m, Mirror from 2m to 1m. Mail from 2.5m to 1.8m. Express has gone from 4.5m in 1964 to 529k. But: FT has more digital subscribers than ever bought the paper (602k). 127k to Times, 118k Sunday Times & 45k to the Sun.
7 Think tank comms present Right-wing press coverage for left-wing think tanks Bank Holidays & Parliament s recess planning grid* Trailing more than one bit of the cherry* Profile coverage vs influential coverage* Blogs guest post vs cross post Twitter mainstreamed, staff personal handles
8
9 The Grid Dec 2012 Mon 3 Sun 9 Mon 10 Sun 16 Mon 17 Sun 23 Mon 24 - Sun 30 TBC Reg away 14 Darlo on leave 22 Ellie away 7 Jan 20 Tim in Austria Imogen away Darlo on duty Tim on duty 30-1 External news Weds 5: Autumn Statement + Cameron EU speech 11: Census data & Ed M immigration speech (Sarah) 12: Unemployment (inc nationality breakdown) 13-14: EU Council (Fiscal compact) 19: Energy Bill 21-7 Recess Fri 28: Clegg: Women and the Banks Recess ippr stories Wealth taxes story (Kayte) Fiscal targets story (Tony) Social Exclusion under New Labour (Clare) - Randeep Ramesh / Progress & C&YPN SBT (Social Business (Marc/Imogen) PAPER Sun 9: Housing Observer, Lucy Rock Mon 10: unemployment story Mon 10: Housing & Young People Waites (Jenny/Dalia) PAPER Spectator blog / ES / BBC London Juncture: Heather Boushey - Staggers Juncture: Jon Curtice: Europe ConHome Mon 17: Fuel Poverty (Reg) PAPER 17: Juncture: Mike Kenny - Staggers Thurs 20: Juncture: Jackson - LabourList Updated Spending Review slides (Kayte) Thurs 27 Juncture: Reich Kamark Fri 28: Living Wage story (Kayte) Sun 30: Migration 2013 (Sarah) Spectator blog OUT Sat 22: Banker bonus (Kayte/Graeme) OUT Sun 23: WAAGs story (Dalia) OUT ippr events 5 YP unemp 6 Food Security WI (Glenn) York Mon 10: Dromey/Prisk Tues 11: Families Symposium (Dalia) Tues 11: Fuel Poverty ippr North Thurs 6: #IPPRHE Willetts & Siobanha (Rick)
10 Profile: wall-to-wall
11 5 steps to changing the world 1) Get some headlines 2) Start a debate 3) Support civil society campaign 4) Provoke politicians 5) Persuade [govt] to implement
12 What will be think tank comms future? Depends what is essential & what could change Think tanks are elite projects & always will be Even leading think tanks don t lead, we follow Authenticity is everything Consumers won t find products, products will find consumers (corporate/private sector insight)
13 The pyramid of engagement RT Tweet Read a blog Scan exec summary Print & read the full final report Attend invite only dissemination event
14 The 4 th element (staffing) 1) Publications / Our website 2) Events / Fundraising 3) Media relations / Press office 4) Digital content creation, social media, info-graphics, animations, film & video, citizen journalism
15 2 examples CAP 6 min Prezi powered video: IPPR - 1min animation:
16 What should think tanks do next? Even leading think tanks don t lead, we follow > emulate, don t try to invent Better an early adopter than a first mover -> find the tipping point Consumers won t find products, products will find them -> is old school philosophy of think tank [old] media relations So we should: experiment, measure, evaluate, evolve (get in quick, get out quicker)
17
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