TIP STORY

THE AMBASSADOR ADVANTAGE

Whether it’s encouraging event participation, generating awareness of an issue or driving positive behavioural change, ambassadors can be a powerful part of your public relations program.

Increasingly, ambassadors are playing an important role promoting products, endorsing campaigns and championing causes.

When well researched and implemented, ambassador programs can help achieve campaign objectives - as a stand-alone campaign or as part of an integrated communications strategy.

The key steps to a successful ambassador program:

1. Assess the campaign – Not all campaigns will benefit from the use of ambassadors. Consider your campaign goals and objectives – will the use of an ambassador/s help achieve them?
2. Research your target audience – Who are your target audiences? What makes them tick? What kind of ambassador will appeal to them? Remember, ambassadors don’t need to be famous to be affective and ‘real people’ can be just as powerful as long as they resonate with the key audience.
3. Research potential ambassadors – After your initial brainstorm for proposed ambassadors, research them thoroughly online and through associated networks to find out their passions and history to ensure they are a good fit.
4. Plan – Ambassador programs work best when they are planned well in advance and strategically to reach audiences. Create a calendar of media and other opportunities where the ambassador can promote campaign messages.
5. Be clear from the beginning - It’s important to provide the ambassador with an overview of the program, a clear set of objectives of being an ambassador, their role and the time it will take to fulfill the role.

Susie Thomson, Consultant and specialist in ambassador programs and partnerships
susie@fenton.com.au

Issue One February 2010

Main story - A smoke free zone
Design focus - To refresh or rebrand?
Tip story - Incorporating new media into the media relations mix
Tip story - The ambassador advantage
Case study - Promoting debate about housing and homelessness
Case study - Helping to blitz biodiversity
Food for thought home