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Need basic training in nonprofit communications? This workshop will help you assess your organization's communications work, and give you the tools to communicate more effectively with members, donors, and other constituents, even with a small marketing and communications budget. Content will include communications planning, crafting messages, targeting audiences, and choosing tools and technology to get your message across.
Citation preview
Jennifer LeighNonprofit Communications Director and
ConsultantProvidence, [email protected]
Strategic Communications 101
Introductions
2
Welcome!
Share with the group:NameOrganizationYour hopes/expectations
Review the Agenda
Strategic Communications © Jeffreys and Ryan
Goals for this session
3
Overview of strategic communications
Assess your organization’s current communications work
Review the components of developing a communications plan
Understand how to brand your organization
Discuss media systems and databases
Distinguish between various media tools
Learn how to frame and pitch your media message
Overview of social media
Planning your work and working your plan
Why care about Communications?
5
Brainstorm on the reasons we need to devote time, money and resources to communications/public relations
Strategic Communications © Jeffreys and Ryan
Why care about Communications?
6
Brainstorm on the reasons we don’t devote time, money and resources to communications/public relations
Strategic Communications © Jeffreys and Ryan
Why care about Communications?
7
We can’t not care!Communicating your organization/mission
FundraisingCollateral
Communicating your message/servicesLast frontier–we need to stop seeing it as a
negative arena
Strategic Communications © Jeffreys and Ryan
Communications is key
8
Key to all the areas we work on
In order to achieve the goals we set for policy, systems work, work with constituents, etc. we must communicate
Basically communications is the over arching structure that includes media, public awareness, public relations, etc.
Strategic Communications © Jeffreys and Ryan
Communications is more than just media
9
We communicate...to our board members when we have a
board meetingto our donors when we send out an annual
appealto our legislators when we lobbyto our colleagues when we speak at a
conferenceto the community when we hold a rally
9
9Strategic Communications © Jeffreys and Ryan
Communications is “how” you relate to your audiences
Organizational Goals
•To influence legislation
•To get residents to join Making Connections
•To encourage people to reach out to their legislators
Your Audiences:
•Community groups•Legislators•City officials•Media•Each other
Tactics/ tools:
•Calls•Fliers•Email•Letters•Brochures•Media
Message•“Adult Education helps ensure people get the skills they need to work”
•“The mission of Making Connections is…”
•“You can influence the state budget”
14Strategic Communications © Jeffreys and Ryan
Communicating Strategically
Whether it is short-term or long-term planning, it’s crucial to figure out: What are our goals Who is our audience What is our message What are our tactics
A Strategic Approach to Communications
12
Is about strategic communications, not just media
Starts with a communication plan and builds key core competencies over time–start small, build big
Links communications to organizing, policy and other arenas of the organization
Institutionalizes communications within the organization Strategic Communications © Jeffreys and Ryan
Your Organization’s Communications work
13
Everyone to take 10 minutes to fill out communication assessment
Strategic Communications © Jeffreys and Ryan
Strategic building blocks
14
Communication PlanBranding your OrganizationMedia Systems & DatabaseMedia Tools and OutreachMessage Development Social Media & Networking
Strategic Communications © Jeffreys and Ryan
Writing a Communications Plan
How do you currently plan your communications?
16
A. Strategically (you say “What are we trying to achieve here?”)
B. Tactically (you say “Let’s have a rally!”)C. Proactively (you say “I know this
legislation is coming out, let’s plan our message”)
D. Reactively (you say “The legislation came out, now what?!”)
Strategic Communications © Jeffreys and Ryan 20
Communications Plan
17
A communications plan is the foundation to all your public relations work
It helps you be more strategic about your public relations work
Strategic Communications © Jeffreys and Ryan
What’s the difference?
18
Strategic PlanHelps organization get
clear about its program goals
Strategic Communications © Jeffreys and Ryan
Communications Plan
• Helps your organization get clear about its audiences, tactics to reach those audiences, and the messages to those audiences in order to meet your program goals
Communication Planning
19
Short-term Planning
Focused on communication to accomplish a specific objective–getting people to attend your event, convincing elected officials to support your legislation, etc.
Strategic Communications © Jeffreys and Ryan
Long term Planning
• Tied to your strategic plan
• Looks at more than just media
Communications Plan
20
Does your agency have a communications plan, does not have a communications plan, or has somewhat of a communications plan?
Writing A Communication Plan
21
Establish goals for your organization or program. Use your agency’s strategic plan if available, as goals are identified.
For each goal, consider: AudiencesMessages to your audiencesTactics/tool for reaching your audiencesEvaluation
Foundation: Process
22
Your organization needs to determine the process for developing your communication plan
Who needs to be at the table?Process for including staff, ED and BoardTimeline/workplansWho is doing what?Accountability for plan
First step: Goals
23
“What” your organization or program wants to achieve
Example: Engage in strategic communications with the dual purpose of (1) improving the visibility and positive perception of the Institute with its key publics while (2) changing public attitudes toward low and modest-income Rhode Islander by raising awareness about the causes of, and possible solutions to ending, poverty.
Second step: Audiences
24
The “Who”
Think about who you need to communicate with to meet your goal
Example: Businesses and Chambers of Commerce
Third step: Messages
25
The “what you want to tell” your audience
Consider what you want to tell your audience in order to achieve your goal
Consider “what action you want your audience to take”
Test your message!
Messages Example
26
The Poverty Institute and businesses have the same goals: a stable fiscal environment, a strong, vibrant economy and healthy communities. (though we may have different methods of achieving these goals)
We are not anti-business We want people to work, too, i.e. workforce
development plans, child support, etc. (we do not promote a welfare state)
The issues that we fight for ultimately help your employees and you (more highly skilled workforce, child support for your workers, etc.)
Fourth step: Tactics
27
The “tools” you use to get your message to your desired audience
Tactics can be direct
Tactics can be mass media
Tactics
28
DirectPhone callsFliersEmailsBrochures
• Mass Media• Billboard Ads• Bus Ads• TV• Radio Ads
Only list the tactics you have the resources to do!
Tactics examples
29
1-1 meetings with key players, introducing/reintroducing them to the Poverty Institute and explaining what we do
Explore the feasibility of an advisory committeePitch presentation opportunities to the Chambers
of CommerceReach out to professional organizations as a
gateway/middle man to employersCoordinate a debate on tax and budget issues,
brining in RIPEC and other diverse voices
Fifth step: Evaluation
30
The “how you know if you have been successful in reaching your desired audience” with your desired message
Measure of effectiveness of tactic and message
Strategic Communications © Jeffreys and Ryan
Evaluation example
31
Increased number of presentations at Chamber of Commerce
Increased submissions into Providence Business News
Increased meetings with key business leadersJoint submission of legislation with key business
leaders
Strategic Communications © Jeffreys and Ryan
Important to Remember!
32
Do this for each of your strategic goals, put it all together and you have a communications plan
Assign staff to the various tactics–if there isn’t a person to do it, take it out of the plan!
Strategic Communications © Jeffreys and Ryan
Communications really works!
33
Rhode Island’s cash assistance programMajor changes to the program in 2008New program called RI Works
Enacted stricter time limits (some of the most stringent in the country)
Enacted a “work first” approach
As a result of the new time limits, thousands of families would “time off” of the program in June 2009
In addition, with RI having the 2nd highest unemployment rate at the time, the “work first” approach was not working
Communications really works!
34
The goals: To pass legislation that would postpone the
time limits for 12 months To educate providers on what the new changes
meant, and how they could help familiesAlert families that they are about to “time off” Help families apply for “hardship” extensions
The audiencesLegislatorsProvidersMedia
Communications really works!
35
The messagesMore than 3,000 very poor families – including 6,000
children – will lose their cash assistance benefits through the RI Works Program.
Families rely on the cash assistance ($554/month for a family of 3) to pay rent and put food on the table.
When the new law was passed, the state’s economy was not in the terrible shape it is today. With the unemployment rate over 10%, these parents (over half of whom lack a high school education) are not able to find a job.
There is a solution: postpone the time limits, using federal funds to help pay for the benefits
Communications really works!
36
The communications strategy: Legislative postcard campaign
From community membersFrom The Poverty Institute
Memos and trainings for providers on the changes
Flyers for providers to pass along to recipients1-1 meetings with key legislative leadersLetters of support from key community leadersFact sheets
Communications really works!
37
The communications strategy: Media campaign
Held a press conference in conjunction with the RI Interfaith Coalition
Had a panel of speakers (including providers, religious leaders, and members from The Poverty Institute) speak to the media on the dangers of having 3,000 families lose their cash assistance in June
Prepared a press kit full of information for the media, including compelling statistics and fact sheets
Had interesting visuals, including graphs and pictures
38
Communications really works!
39
The results: Time limits were postponed for 12 months!Well-planned, integrated communications
strategy across a variety of mediums and to an array of audiences was a key to this success
In Summary:
40
Start small, build bigCommunications is more than just getting
in the newsDevote organizational time, energy and
resources to communications/public relations
All staff members are communicators, not just the Executive Director or PR person
Be strategic about all communications: Goal--Audience--Message--Tactic
Branding Your Organization
Branding
42
Beyond just a logo…the look, feel and “essence” of an organization conveyed to its audiences
Importance of brandingrecognitioncredibility (donors, legislators, etc.)identitymission
Branding
43
Branding
44
Beyond just logos…each of those recognizable logos gives you instant images of the identity of that company…aka the brand
We may not have millions but can still give our orgs a “look and feel”
Branding
45
Some important materials to make sure you have on hand for promoting your organization
case statementannual reportfact sheet about orgstaff/board listingpalm card“About Us” pageE-news template Power point template
Branding
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Important branding techniqueslogo on EVERYTHINGfontcolorsphotos/picture strips
Create a style guide/sheet for your organization
Branding
47
Other ways to brand your organizationphone messagee-signaturesbuilding signageads
Branding
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Tools to work with the Media
Working with the Media
50
Recognizing the needs of the pressDevelop good systemsUnderstand which tools to use, and whenDevelop your message with the right frameMedia CaucusPrepare your spokesperson
Strategic Communications © Jeffreys and Ryan
The importance of media
51
One of our biggest tools in reaching our key audiences
The keeper of the illusive “general public”One of our best allies, even if they are
scary
Strategic Communications © Jeffreys and Ryan
Understanding the media
52
First and foremost, before we reach out to the media, we need to monitor and understand it/them, and have systems in place to keep track of media-related information
67
Building media systems
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Press DatabaseMonitoring the MediaMedia FormsMedia CoverageMedia Protocol
67
Building media systems
54
Building your database Who has an up-to-date press list? Is it all inclusive? (radio, TV, press, blogs...) Is it updated regularly? Excel based? Online database?
67
Building media systems
55
Main components of a good press list Appropriate contact (editor at paper, news
director at TV station...more on that later) Updated contact info...including home
cell/email, and preferred method of contact When their deadline is What topics they cover Log of your interaction with them
67
Building media systems
56
Resources to build your press listother orgsstate databaseswebsites of the outletsboard and staffpaid databases
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Building media systems
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Monitoring the media Google Alerts Online versions of radio, tv, print Monitoring services Goal is to 1) see what reporters are writing
about 2) how they are framing the stories 3) when you have a chance to comment/educate the reporter
67
Building media systems
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Media Forms Caucus Sheet Call Log Message Square/Triangle Media Hit Sheet
67
Building media systems
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Media Coverage Running tally of all media coverage Media clipping binder Online “newsroom” for media and others to
view past media hits
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Building media systems
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Media Protocol Protocol for handling media calls
Return all calls promptly Who responds? Who does the call get directed to?
Approval process for media pieces
67
Understanding the media
61
Building relationships with reporters Feed their egos! Be mindful of their deadline and how they like
to receive information Don’t just reach out to them when you need
something...give them kudos, send them helpful information, thank them
Be available: have all of your contact info (including cell) on website, media releases, etc.
Goal: become their go-to resource...they need you as much as you need them!
67
How do we reach the media?
62
Not every event calls for a press conference!
Many more useful tools to reach mediaChanging landscape in the media world,
not as many staff on handNeed to tailor your message to their needs
67
Diversify your tool box
63
Certain media call for certain toolsWith the advent of new media (websites,
blogs, online press) there’s more options Media receive hundreds of emails a day,
important to target them correctly
69
Request for Coverage/Advisory
64
Has anyone written a Request for Coverage/ Media Advisory?
What is it?
How have you used the Request for Coverage/Media Advisory?
Media Tools © Jeffreys and Ryan
What is it?
65
Audience is the media to attend your event, press conference, lobby day, etc.
Follow up calls are crucial to pitch and secure media attendance at your event
Try and make your advisory stand out from the rest
Media Tools © Jeffreys and Ryan
The Format
66
Short, one page and needs to include:- Who?- What?- Where?- When?- Why?
Contact information including a number for after hours and weekends
Media Tools © Jeffreys and Ryan
How is it used?
67
Who does it go to at media outlet?
What is the timeline for the Request for Coverage?
How would you use it?
Media Tools © Jeffreys and Ryan
Press Release
68
Has anyone written a press release?
What is it?
How have you used the press release?
Media Tools © Jeffreys and Ryan
Press Release - What is it?
69
AKA News ReleaseWritten for general public with media as the
conduit for the informationSmaller outlets run release verbatim; Larger
outlets usually include key information or call for an
interviewYour chance to tell the storyTo announce breaking news, results,
events, new programs/initiativesFollow up calls crucial to make sure they
received it and to see if they need more info Media Tools © Jeffreys and Ryan
Press Release – The Format
70
Facts of the story, results, what happened/is happening, pertinent event information, etc.
Quotes from compelling sourcesFacts and statisticsContact informationPhotos if appropriateLonger – 2 to 3 pages
Media Tools © Jeffreys and Ryan
Press Release – How it is used?
71
Who does it go to at media outlet?
What is the timeline for the press release? When is it sent?
How would you use a press release or news release?
Media Tools © Jeffreys and Ryan
Letter to Editor
72
Has anyone written a Letter to the Editor?
What is it?
How have you used the Letter to Editor?
Media Tools © Jeffreys and Ryan
Letter to Editor – what is it?
73
On the editorial page of the newspaper
Audience is the reader
Your organization’s opportunity to give their viewpoint about something that has been recently published in that outlet
Media Tools © Jeffreys and Ryan
Letter to the Editor - The Format
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Newspaper has requirements on length, how to sent it to them, etc.
Can not be submitted anonymously
Media Tools © Jeffreys and Ryan
How is it used?
75
Who does it go to at media outlet?
When do you send a Letter to the Editor?
How will you use the Letter to the Editor?
Media Tools © Jeffreys and Ryan
Op-Ed
76
Has anyone written an Op-Ed?
What is it?
How have you used the Op-Ed?
Media Tools © Jeffreys and Ryan
Op-Ed – What is it?
77
On the opposite page from the editorial page of the newspaper
Audience is the readerYour organization’s opinion not the
newspaper’s opinionCheck in with the editor to see if they will
accept your Op-Ed piece
Media Tools © Jeffreys and Ryan
Op-Ed – How is it used?
78
Who does it go to at media outlet?
When do you send an Op-Ed?
How will you use the Op-Ed?
Media Tools © Jeffreys and Ryan
WHAT TOOL WOULD YOU USE?
79
Your organization is responding to recent even that happened in the community
Your organization is introducing a new legislative initiative
Your organization is having a 25th anniversary gala
Your organization just received a grantYour organization partnered with the post
office to collect cell phones for low-income folks
Media Tools © Jeffreys and Ryan
Other tools to use
80
Media StatementEditorialCalendar listingPSAPress conferencePress KitBackgrounder
Media Tools © Jeffreys and Ryan
In Summary...
81
Important to understand the needs of the media in order to determine which tool you should use
Important to understand how the media outlet works in order to make sure you are sending your tool to the correct person
Tools are just that, tools! They are not a substitute for developing relationships with journalists!!
Media Tools © Jeffreys and Ryan
Developing Your Message
Getting your message across
83
Components needed in making the call to journalists
- Newsworthiness–stories to tell- Pitching–how and who to tell- Timeliness–when to tell the story
Relationships with Journalists © Jeffreys and Ryan
84
“The story that offers the most information with the most urgency, to the most people is the most newsworthy.”
Relationships with Journalists © Jeffreys and Ryan
What makes a story newsworthy?
What makes a story newsworthy?
85
Varies depending on:- Market- Media Outlet- What else is happening- Outlet’s audience- Subject of your story
Relationships with Journalists © Jeffreys and Ryan
What makes a story newsworthy?
86
ConflictChangeTimelinessImpactProminenceProximityThe Unusual
Relationships with Journalists © Jeffreys and Ryan
What makes a story newsworthy?
87
What makes the following headlines “newsworthy?”
- “Former city official charged in racketeering”- “Governor signs new legislation that takes
handguns out of abusers”- “Recent election brings out record number of
voters”- “2 Rivals’ fiscal plans come to head at town
meeting”- “Penguins ends up escaping from local zoo,
saved by teenager”Relationships with Journalists © Jeffreys and Ryan
PR Campaign © Jeffreys and Ryan
Developing the Message
The “what you want to tell” your audience in order to achieve your goals
When developing your message, you need to keep in mind:What your audience already knowsWhat you want them to knowWhat you want them to do
Developing the Message
Three key things to understand about developing a messageFramingValuesMessage Caucus
Framing
We’re inundated with thousands of messages a day
People use mental shortcuts to make sense of the world
Incoming information provides cues about where to “file” it mentally
People get many of their frames from the media
c/o Frameworks Institute
Framing
Individual vs. System FramesThe individual frame presents a portrait,
while the system frame pulls the camera back to present a landscape
Too often our frames focus on the individual rather than the systemic issue
Framing
INDIVIDUAL SYSTEM
Framing
“Betty Jones and her family of four are braving the elements tonight because the homeless shelter was full.” vs.
“The homeless shelter at 4th and Q was full again tonight because of drastic reductions in city allocations, and this situation is taking its toll on families like Betty Jones’.”
“Rat Bite” Story
Same story, three different frames
Frame leads to how issue is defined, which leads to how issue might be resolved
It is all in the framing . . . that is where the media caucus comes in
Framing our message
What was the message?
Who were the messengers?
What visuals got the message out?
Values-based messages
Values: core beliefs that underlie all attitudes and behavior
Attitudes and behavior may change, but values endure across a person’s life span
Values
Most relevant messages are based on core values
Level One Values: Big ideas and concepts:ResponsibilityPersonal libertyFairnessFamilyEqualityOpportunitySafety
Values
Most relevant messages are based on core values
Level Two Values: Issues and movementsCivil rightsEducation and healthcare reformChildren’s educationHousingThe environment
Values
Most relevant messages are based on core values
Level Three Values: Specific policies or legislation:
TANFMinimum wageARRA
Certain audiences may describe a value differently than other audience groups (i.e. the word responsibility)
Values
Level One Theme: Big idea
Level Two Theme: More detailed issues
Level Three Theme: Specifics
As advocates, we are on level 3, but general public is usually on Level 1!
Developing your message
101
Discuss your values, how you want to conversation to shift
Central Message
What do they think
now?
SupportingMessage
Values
What do we want them to think?
Developing your message
102
Organize central messages and supporting messages
Central Message
SupportingMessage
SupportingMessage
SupportingMessage
In Summary...
103
The media frames stories, and we can help influence those frames
Framing helps you cut through the clutterStick to people’s level 1 values Develop your message so that you have one core
message, and a few supporting messages
Media Tools © Jeffreys and Ryan
Pitching and Reacting
10510/16/2008 Relationships with Journalists © Jeffreys and Ryan
Planning the Pitch
Research is the key to a good pitchDo your homework–pitch to the appropriate
reporter, and know what they have written about before
Who do I contact?
106
Large newspaper: First pitch to Editor of specific section; second pitch to reporter you have relationship with
Small newspaper: Editor-in-chief Radio: News directorTV: Assignment editorBlog: Blog moderatorNews website: Online editor
Leading up to the pitch…
107
Pick the right person to send the piece toSend an individual email to that person
(even if you need to send to multiple outlets)
Write a short, personalized email, then include the piece in the body copy, and attach it (include all of your contact info!)
Making the call…
108
Call the right person…identify yourself and your organization
Ask “are you on deadline?:Pitch your ideaOffer to send background materialsOffer to work with the reporter to do the
storyThank them!
Relationships with Journalists © Jeffreys and Ryan
Making the call
Stay on topicBe prepared to answer questions, but
make sure they know it is just for background
Keep it short and simpleThe goal of the goal is to get them to
say “yes” to a storyDon’t leave a voicemail, call backDon’t take things personally!
Keep in mind…
110
Offer reporters something they needKeep it briefBegin with reporters you knowOffer a hookExpress enthusiasmBe timelyClose the dealHave one or two back-up anglesDon’t take anything personally!
When do I call?
111
Large newspaper: between 8 am and 10 am (always ask if they are on deadline)
Small newspaper: Editor-in-chief : between 8 am and 10 am; find out what day they go to print, if a weekly
Radio: Program director: 7 amTV: Assignment editor: 7 amBlog: Blog moderator: after 5 pm, normallyNews website: Online editor: during
business hours
11210/16/2008 Relationships with Journalists © Jeffreys and Ryan
Follow up
If you told the reporter you would get them information, SEND IT ASAP!
Remember, a pitch is just the beginning, once the reporter says ‘Go’ on a story, you need to be indispensable to them (coordinate interviews, get additional info, etc.)
If you don’t hear back from a reporter after a few days, make a follow-up call or email to check in
If a story results, send them an email to thank them for all their work
11310/16/2008 Relationships with Journalists © Jeffreys and Ryan
Continue the relationship
Be accessible–can journalists access your organization after hours and on weekends?Your contact info should be on web, email and voicemail
Be reliable–when you say you are going to fax them background, do it. If you say you will call them back in 5 minutes, do it.
Be helpful–send background, make calls for them, research things. If you can’t comment, suggest someone else that can. Have a press section on your web site. DO THE LEGWORK
11410/16/2008 Relationships with Journalists © Jeffreys and Ryan
Continue the relationship
Be timely–respond quickly to news stories that your organization cares about
Be honest–if you don’t know something, say so
Be credible–know your facts, give the real deal
Be human–enough said
Reacting to a reporter: media caucus
115
Simply a tool we use to help us prepare for the media by getting clear on:
the issueour messageour talking pointspreparing for the media’s questionspreparing for the interview
Why we do a media caucus?
116
Helps stop the myths of press misquotingHelps you effectively organize your
message or issuePrepares your spokesperson for the
interviewCross training for entire staff
When do you do a Media Caucus?
117
Proactive Media Work
Pitch a storyPress ConferenceLetter to Editor/Op-
ed
Reactive Media Work
• Breaking news story
• When media call for a comment
If the reporter calls you
118
First step is finding out the reporter’s angleHow do you find out? You ask!Spend time with the reporter to learn what
they are writing about and what part of the story they want you to tell
Start delivering your message
119
As you speak to the press, you will begin to formulate your message–start articulating your points on the phone
Doing this will help shape the story and the questions they ask of you
Give background materials to reporter prior to the interview
Pull together staff
120
Next step is for staff to caucus
Broaden the circle–include more staff than just the spokesperson
Work through the caucus sheet
Practice, practice, practice
Practice, practice, practice
121
This is the most important part of the media caucus!
Think through all the questions the reporter might ask – when you know the questions, you won’t be as nervous
Someone plays the reporter, asks all questions
Time for honesty, not for being nice!
Key Talking Points…Key Messages
122
Think through – what do you want people watching/listening to walk away with?
Stick to the message–use your sound bites
Short and simple–details are deadly!
Don’t talk in jargon
Remember your audience–they know very little about your issue!
The Actual Interview
123
Ask reporter if they need additional background materials
Check in with the reporter with additional information if you get it before or after the story runs
Have another staff present to write down questions asked
Listen to spokesperson’s answers
After the interview
124
Debrief after the reporter leavesWatch the coverage–ask “Is our message
clear?”Ask someone else (not affiliated with your
organization) to watch. Ask them, “What was the message?
Review what questions were asked
In Summary
125
Whether it is proactive or reactive outreach, always have your message pegged down before you talk with the press
Keep it simple with pitch callsWhen reacting to media calls, caucus first!Always debrief after the interview/call to see
what worked, and what didn’tThe coverage will be your best indicator of
how well you planned your pitch/reaction
Social Media: To Tweet or Not to Tweet?
What is Social Networking?
127
A web...all interconnected
Like-minded people sharing ideas and interests
Online community building
People yapping about their lives
Why is Social Networking a big deal?
128
Change in the media landscape nearly 300 newspapers folded in 2009 eight magazines with a circulation of one million or more ceased publication
hundreds of editorial positions were eliminated in print media
10,000 jobs lost in radio more than 100 TV stations affected by Chapter 11 filings of parent companies
Isn’t it just a bunch of kids that use it?
129
NO!!! Here’s who is online that you could/should reach:
Colleagues Members Constituents Policy-makers Media Donors Board members
How does it help my organization?
130
FREE!create real connections with real peoplegreater and more frequent engagement new avenue to raise awareness, advocacy and
fundsconvenientpopularquick to set uptwo-way communication another tool for your communications toolbox
So many sites...
131
Facebook: What it is
132
Site that lets people share updates photos, videos, articles, links and more with Friends who they have to approve to be in their network
Business and organizations can create “Fan Pages” which other Facebook users can “like”
By numbers alone, the most popular social networking site today, with more than 400 million registered users
If Facebook were a country, it would be the 4th largest behind China, US and India
Facebook: Why people love it
133
ME ME ME! Great way to promote yourself and your organization
Interactive multi-media...post photos, videos, links Interactive web of friends Reconnect with long-lost friends
134
Facebook: Anatomy of the NEWSFEED
135
Facebook: Anatomy of the NEWSFEED
NEWSFEED
FACEBOOK ADS
FRIEND SUGGESTIONS:
YOUR DASHBOARD
SEARCH BAR:
EDIT PROFILE
VIEW PROFILE, ACCOUNT SETTINGS
REQUESTS:
EVENTS
CHAT
CHAT
FRIEND REQUESTS, MESSAGES, NOTIFICATIONS
NEWSFEED VIEWS
STATUS UPDATE
136
Facebook: Anatomy of the NEWSFEED
YOUR DASHBOARD
137
Facebook: Anatomy of the NEWSFEED
REQUESTS: sent from friends
138
Facebook: Anatomy of the NEWSFEED
FACEBOOK ADS
FRIEND SUGGESTIONS: generated by Facebook
EVENTS
CHAT
139
Facebook: Anatomy of the NEWSFEED
NEWSFEEDShow your friend’s photos, who they are friends with, interactions between your friends, and who “like” and comments on their status updates
NEWSFEED VIEWS
STATUS UPDATE
140
Facebook: Anatomy of the NEWSFEED
NEWSFEED
NEWSFEED VIEWS
STATUS UPDATE
NEWSFEEDAlso shows posts from the organizations you “like” as well as re-posts from friends.
141
Facebook: Anatomy of the PAGE
141
142
Facebook: Anatomy of the PAGE
STATUS UPDATE
NEWSFEED
YOUR ORGS PHOTO
EDIT YOUR PAGE
PEOPLE THAT “LIKE” YOUR ORG
INSIGHTS INTO HOW YOUR PAGE IS DOING
TABS
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Facebook: Anatomy of the PAGE
YOUR ORGS PROFILE PICTURE
EDIT YOUR PAGE
SUGGEST TO FRIENDS
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Facebook: Anatomy of the PAGE
PEOPLE THAT “LIKE” YOUR ORG
INSIGHTS INTO HOW YOUR PAGE IS DOING
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Facebook: Anatomy of the PAGE: The Wall
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Facebook: Anatomy of the PAGE
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Facebook: Anatomy of the PAGE
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Facebook: Creating your page
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Facebook: Best in Class
Twitter: What it is
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Social networking service that allows users to communicate with their “Followers”
It’s open to anyone, so you can follow or be followed by people you know and people you don’t
communicate via short messages and updates called “tweets” that have a maximum length of 140 characters
Twitter: Why people love it
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Changing the definition of “real time” news Top reasons why people love Twitter
Finding loveFinding fame (big with YouTube, too)Staying up to date on current eventsMaking friends around the worldStalking CelebritiesConnecting with like-minded people (“Lost”ies)
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Twitter: Anatomy of the FEED
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Twitter: Anatomy of the FEED
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Twitter: Anatomy of the FEED: Timeline
HANDLE
REPLY OR“AT”ING
SHORT URL
RETWEETING
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Twitter: Anatomy of the FEED
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Twitter: Anatomy of the FEED
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Twitter: Anatomy of the FEED
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Twitter: Best in Class
Twitter: THE LINGO
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•Tweet: A post to Twitter - text only, 140 characters maximum (including spaces)
•Timeline: A series of tweets displayed on a Twitter page
•Follow.\: When you follow someone on Twitter, that means you elect to see in your timeline the tweets that they post
•Your “friends”: are the people who you follow•Your “followers”: (a.k.a. “tweeps,” or “tweeple”) are the people who have chosen to see your tweets
•@ Replies: Supports back-and-forth conversation via tweet replies
Twitter: THE LINGO
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•Direct (private) messages: sometimes abbreviated to “DM.” You can send private messages on Twitter that are visible only to you and the recipient
•Short URLs: You can include links in your tweet simply by posting the complete URL, including “http://”
•Hashtags: When you insert a # in front of keywords, you make it easy for Twitter users who don’t already follow you to find your public contributions to the coverage or discussion on that topic.
•Trending: hashtags categorized by popularity, which depends on a vast number of people tweeting on the topic at the same time
Other great tools
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YouTubeOnline community where users can create, upload and share their videos
Thorough, searchable database of videosYouTube is 2nd largest search engine next to Google. Every minute, 24 hours of video is uploaded to YouTube.
How your can use it Organization Channel Upload news clips, trainings, webinars, Create a short promo video for your organization
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Other great tools
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Blogs: a type of website, usually maintained by an
individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.
NewsPoliticsOrganizationsCommunity
Other great tools
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Blogs: How you can work with bloggersBuild relationship with bloggersComment on blogsSend info/help blogger write a blogWrite a blogPromote a blogCross postingLive blog
Other great tools
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Blogs: Creating your ownblogger, wordpress, typepad
• establish a strategy• define an editorial policy• find a voice• create compelling content• use keywords• post on a regular schedule• link from homepage• engage with readers• spread your content
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3 key questions to ask yourself before embarking in social media:
1)Do you have engaging content that provides indisputable value?
2)Can you maintain a consistent flow of content that can draw attention and inspire others to share and advocate
3)Where will the content come from? Internal resources? Volunteers? Board?
Is social networking for you?
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Start small...build bigSet goals...what are you trying to accomplish with
your communications?• increase engagement•acquire new supporters of your work•raise money• increase membership
Define your audience...is social media a good tool to reach them? (it’s ok to say no!)
Making Social Networking Work in your Organization
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If you decide that social media is a tool you want to use....Meet with your team to discuss objectivesPut someone in charge of social networking
(though many can be involved in generating content)
Define your tone, clarify your standardsSet a schedule
Create a posting calendarSet standards and institute policy
Create a submission form Create Social Media Policy form
Monitor how your sites are doing
How to use social media well
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•LEVEL 1 Involvement: “Listen” Mode•Create your profile •Follow/Friend those you feel are relevant (media, legislators, other orgs, your “competition”) so you can “listen” to what they say and stay up-to-date on what is going on/being discussed
•Facebook: Do a search for keywords, pages or people relevant to your issues
•Twitter: follow dialogues and research key issues using Twitter Search and hashtags (#). Create Twitter lists to keep track of these people
•YouTube: watch videos on relevant topics or from similar organizations
•blogs: keep a list of important blogs on your issues, and monitor them on a regular basis
How to use social media well
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•LEVEL 2 Involvement: “Reactive” Mode•Post timely information from your organization
• news articles you are mentioned in• upcoming events you are hosting• new reports, materials, etc. from your organization• encourage people to sign-up to your e-news or donate
•Reply to those that comment on your page/feed
How to use social media well
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LEVEL 3 Involvement: “Proactive” modeCome up with new content for your page/feed
contestpollsexclusive content for your social media users
Comment, interact and encourage conversation on other pages/feeds
use @tagging Retweet/repost information comment on relevant blogs and encourage bloggers to post on a certain issue
Host online events via social media sitesTwitter parties/TwinterviewsEvent Invitations via Facebook
How to promote your page and get followers
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Twitter: follow peopleFacebook: Suggest to friends (and have others
suggest to friends!) Promote in all aspects of your marketing
E-newswebsitee-signaturesat eventsdonor materials
Be a resource, and they will seek you out
Cardinal Rules of Creating Content
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Key word in social marketing: SOCIAL. Be social! Share photos, tell stories, and offer great content that your followers will want to share with their fansWrite in a personal toneUse “we”Write as if it is a 1-1 experience
Cardinal Rules of Nonprofit Social Networking
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Be human: establish a familiar and appropriate toneExpect the unexpected: Plan, experiment, adaptBe relevant: acknowledge and build upon the existing community and what members are already talking about
Be patient: building a following takes time; be in it for the long-term
Listen: follow what others are saying, don’t just be a “volume-out” experience
Be transparent: communicate as if it was a face to face experience’
Stay active and involvedPromote sharing and seek dialogue
Remember...
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People often stress the importance of reaching certain numbers of followers/fans on Twitter, Facebook, etc., but the essence of social media lies in relationship building in an effort to build a community.
It’s not about using the latest tools…but the tools that work for you.
It’s not about listening to experts, it’s about person-to-person, genuine interaction that you will have with people. You will find the most value in your own experiences with social media.
In Summary
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Social networking is one big webStart small, build big...3 levels of involvementBe genuine and realSocial networking is just one tool in the tool box
of communications tactics
Conclusion...what we learned
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Start small…build bigPlan your work and work your planPut your logo on everything!Working with the media starts with database
and systemsThere are more tools in the toolbox than just a
press conferenceFraming is essential, and caucusing is crucialSocial networking is one big web that you can
use to your organization’s advantage