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How to cultivate your audiences and make them work for you


Chris Ward, Creative Communications Director, Comic Relief

Chris, currently the brains behind global digital communications for the 1GOAL campaign to get 72 million children into education against the backdrop of the 2010 World Cup, offers ten top tips on building an audience:

  • Have a single goal, know what you want to achieve
  • Don’t make the mistake of writing off the old media of television, radio and newspapers
  • Run a great campaign based on anticipation of your product or message
  • Be real and relevant – use facts that have resonance in people’s everyday lives
  • Work in collaboration with people already doing what you want to do
  • Share your content, let your users embed what you’re putting out there
  • Make sure everything works on every platform and at every speed
  • Be flexible – be able to amend your approach quickly if necessary
  • You never know what’s going to strike a chord and be a success, so you have to do everything – but professionally and cheaply and run with the winners
  • Give up control – don’t try to moderate what people say about you

Spring conference: Chris Ward

Courtesy of Chris Ward

Chris is the creative communications director at Comic Relief and oversaw the broadcast, creative and digital output for the £80m-generating Red Nose Day 09.