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Unlock the Power of Communications: Create Communication Plans that Win
About Resource Media
• Communications Strategy
• Media Outreach Campaigns
• Environmental and Health Policy Focus
Staff 30 9 Offices
San Francisco Seattle Boulder Kalispell Sacramento
Bozeman Portland Salt Lake City Anchorage
If you remember
one thing…
Strategic Communications Pyramid Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
It’s All About the Plan
Workbook
What’s Your Biggest Challenge?
Strategic Communications Pyramid Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Target
Tac8cs
Goals
Headline: Obama Reinstates Offshore Drilling Moratorium
Goals: Specific & Measurable
Goals: Defining Success
Strategic Communications Pyramid Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Target
Tac8cs
Goals
DecisionMakers
Decision Makers: Who Can Make It Happen?
Connect: Decision Makers and Target Audiences
Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Target
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
Identifying the Best Audience
Consider:
• Their influence with the decision maker
• Your influence with them — are they “gettable?”
Audience: Targeted and Specific
Audience: Who’s Against You?
Values Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
Values&CoreConcerns
Values & Core Concerns
• Health & Safety • Prosperity • Family • Legacy • Freedom
What Moves Your Audience?
Values & Core Concerns
Who’s against freedom?
“America will never seek a permission slip to defend the security of our people.” – George W. Bush
Values & Core Concerns
Your Values • Health and safety • Prosperity (fishing
and tourism jobs) • Family • Legacy
Opposition’s Values • Prosperity (oil
industry jobs) • Security (energy)
Values & Core Concerns
Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
Values&CoreConcerns
Message
What’s Your Biggest Challenge?
Message
• What is the threat?
• What values are at stake?
• What is the solution?
Message
• Clean water means healthy communities and a healthy economy. [value]
• Oil spill disasters will only continue to threaten wildlife, jobs and our energy security. [threat]
• Clean energy is cheap, available and safe and it doesn’t spill anything. [solution]
Make Yourself Quotable
“Cutting down the rain forest for money is like burning a Rembrandt to cook soup.”
Use Imagery
Use Anecdotes
• Local people • Local places • Local history • Heritage
Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
Values&CoreConcerns
Message
Messengers
Rocky Mountain Front Messengers:
Credible Experts or Local Spokespeople Messengers:
• Fishermen • Health experts • Scientists • Business owners
What to Look for in Spokespeople
• Genuine • No ax to grind • Their story supports your message • Talk about issues through their values • They look the part
Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Target
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
Values&CoreConcerns
Message
Messengers
Targets
Your Audience’s Favorite Media Targets:
One-Way Communications
Traditional Media
Web 2.0
Two-Way Street
Strategic Communications Pyramid Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
Tactics: A Few Examples
• Traditional media outreach (phone call, press release, pitch letter, editorial pitch, Op-Ed, B-roll)
• Blogger outreach • Press conferences and teleconferences • Facebook fan page • Twitter • Flickr
Viral Video
Media Tours
Recycle Your Content
Communication Fundamentals Remain
Take-Aways
Think Pyramid! Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
VISION VALUES VOICES
Effective Communication Always Requires:
Evaluation
Evaluation
Evaluation
• Are you reaching decision makers on your issue and swaying them to your side?
• Are your target audiences responding to your message?
• Have milestones been met in the course of your campaign?
Jump Right In!
Suggested Next Steps
The Basics • Communications Workbook
More Advanced • Messaging Workshop • Strategic Planning • Social Media Integration
www.resource-media.org
• Search Engine Optimization - June • Social Media 200 - July • Communicating Science - August • Framing & Messaging – September • Media Relations - October • Story Pitching - November • Blogger Relations - December
Worth Exploring!
Contact act:
Belinda Griswold Program Director
belinda@resource-media.org 206-374-7795 ext 101
We’re Here to Help!
Sian Wu Program Director
sian@resource-media.org 206-374-7795 ext 102
www.resource-media.org
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