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Communications Arsenal for Addressing Big &
Little IssuesCarol S. Weber, APR
Director of Public RelationsWisconsin Dental Association
Ready…Set…Ask…
• What is the message?• Who are the audiences?• When is information needed by?• What communication tool(s) are best? • How will reach & effectiveness be measured?
Messages
• One main message• Three supporting talking points• Call to action
Audiences• Internal• Leaders, members • Strategic partners (e.g., state staffers, coalitions)• Staff
• External • Patients & general public• Media• Legislators• Potential members
Timeframe
• Determine time (one day, week, month, quarter, year) needed to communicate key message & move audience(s) to act
• Determine end date & work backwards to build strategic communications plan
• Build reputation & support over long term
Tools – Internal Audiences• Print newsletter (monthly WDA Journal)
• E-newsletter (monthly Executive Director’s Update)
• Special e-blasts • Electronic & print “Hot Issues” • Website (What’s New w/link to member pages)• Facebook & Twitter (all audiences)• Personal letter sent via U.S. mail
Tools – External Audiences• Press releases
• Website• Social media posts (Facebook, Twitter, Flickr,
Pinterest & YouTube)• Paid media (TV, radio, print & online ads)• Print & e-newsletters (legislators, patients,
Mission of Mercy volunteers & donors)
Measuring Reach & Effectiveness
• How many audience members did what you asked by deadline?
• Survey before, during and after campaign to determine change in knowledge, attitude and/or behavior (public & member surveys)
• Clipping results, website & social media analytics, verbal/written feedback
• Improved membership and/or sales numbers
What’s Tweeting?
@ValaAfshar If you’re not measuring, you’re not managing. And without exception, you’re not improving to full potential. #management
Strategic Growth vs. Shiny Object Syndrome
(S.O.S.)Proposed to PR Committee…• Patient e-newsletter (4x per year)• LinkedIn (WDA, dentists, dental students,
mentors & protégés)• Newdocs.com (dentistry’s professional social
network)
SpokespersonsAll media and all politics are local. Be…• Clear • Convincing• Correct • Conversational (no clinical terms – tooth decay or cavities
NOT caries; silver fillings NOT amalgams) • Compassionate• Credible• Concise “Seven C’s of Communication”
from American Dental Association
Takeaways1. Keep key messages
& talking points consistent
2. Fight “S.O.S. – Shiny Object Syndrome” & use best tool(s) for job
3. Build reputation & support over time