helpingU2communicate
How to… Last update: 19 January 2005 InstanceBeginEditable name="last update" >19 January 2005
…improve your environment
Thieves don’t like to be seen. Who is responsible for the area where cars are parked? It could be your local authority, housing co-op, resident’s association or management committee. Parking in well-lit, open areas or better still well-maintained, lockable garages reduces the risk of vehicle crime. Who could you speak to improve your street lighting and cut back trees and bushes?
…find your local Crime Reduction Officer
Crime Reduction Officers can provide posters, leaflets, advice and support for your campaign and can also show you practical ways to reduce vehicle crime in your neighbourhood.
To find your local Crime Reduction Officer, contact your local station or visit your local police force’s website via http://www.police.uk/forces/forceslist.asp
…make a great poster
On average, you have one second to communicate so know what you want to say and think of the shortest way to say it. Don’t put more than eight words on your poster and don’t try to be too clever – unfunny jokes, lengthy messages and fancy pictures just confuse people. Look at the messages and graphics sections for ideas.
Here’s what the experts say…
'There are no secrets. Bold, simple, arresting
messages that tell you something you want to believe, in a way you
want to hear. It's that simple,’
Larry Barker, Creative Director, BMP.DDB
‘Come up with a simple idea. Then
simplify it. Cut out superfluous words…. Rule of thumb: big headline
or big picture’
Dave Dye, Creative Director, Campbell, Doyle, Dye
You could also adapt our template car poster or template bike poster
…write a great newsletter
Tell them something new – The clue’s in the title really, people like to read about things they didn’t know before and things that are still recent.
Tell them something relevant – If it doesn’t really matter to the reader, they’ll ignore it. Local problems are more immediate than regional or national ones. Spell out how the story affects them personally.
Tell them something useful – There’s no point telling someone they have a problem, if you don’t tell them how to fix it. Give simple, concrete advice.
Be friendly – If you write as you would talk, the tone of your writing automatically becomes much friendlier and easier to read.
Keep it simple - Avoid using abbreviations or acronyms. Ask yourself, ‘If I knew nothing about this, would I understand it?’.
Ask around – If in doubt, get a friend or neighbour to read your work through. You don’t have to accept all their comments but it’s useful to see your work from someone else’s point of view.
Why not use the articles in the messages section? Adapt them with statistics for your own neighbourhood – your local Crime Prevention Officer will be able to give you help and information about this or search by postcode at http://www.crimestatistics.org.uk
If you don’t have an existing format, you could adapt our template newsletter or use our template leaflets
…make your campaign famous
Publicity in your local media can go a long way to helping your vehicle crime reduction campaign. Most local TV, news and radio are keen to report details of local initiatives. Think about your story – it should be news not just a nice thing to know. What is special about your campaign? What have you done differently? What have you achieved? Local press are also keen on children – how could you get them involved in your activities? Once you have identified your story, think about how you could tell it. Who could you use as a spokesperson? Do you have a famous local? Do you have an event scheduled? Write it down as simply and concisely as possible. Give as many facts and details as you can. This is your press release, put this at the top and put your contact details (including your mobile number) at the bottom.
To alert the media you can either e-mail, post or fax this to local TV, press and radio. However, most importantly you need to speak to the media so call them, explain your story and ask if they have seen or if they need a copy of your press release. Be polite but stick to your story and do not be drawn into negative conversations (i.e. how awful it is to live in your street, how no one cares etc.). Remember you want this to be a happy news story of how locals have joined together to beat car crime.
Finally, as all PR professionals will tell you, you need a certain amount of luck. Other more exciting stories may stop yours from appearing or they may have just done something similar. Don’t be discouraged. If they’re not interested today, maybe they’d be interested another day. Ask them why they’re not interested – it may help you next time.
Good luck!
…do something different
There are many ways you can keep reminding people of how to beat car crime. Maybe you could use the road itself to put messages upon (check with the police and your local authority before doing this though). Maybe you could organise an awareness day in your community or undertake activity with your local school or youth group. Some manufacturers will provide discounts for group orders of vehicle security devices or you could organise a local security etching clinic. If you’re stuck for ideas, pick the brains of your local Crime Reduction Officer.
Last update: 19 January 2005