Embed Size (px)
DESCRIPTION
Citation preview
Telling Your StoryUptown UnitedBridgeview BankJuly 19, 2011
Turnout (Attendance at an event)
Awareness(Usually traces back to money)
Advocacy(Best to engage audience)
Why we communicate
People receive every message
in terms of what they already know
and believe.
Facts Are
Meaningless
What story do people already
know and believe?
AFFORDABLE HOUSING
What picture’s coming to mind?
What do we tell donors?
How people react
What people want?
Why communications?
We need to communicate
We need recognition
We need members, associates, donors
We need support
We like to share our accomplishments
We need attention It lets outsiders know
what we’re doing It adds legitimacy to
what we do It boosts morale of
those involved It attracts $$$,
members & associates
It can weaken our opponents
as seen
onTV!
Not all attention is good
Image can be ruined
Organizational conflicts & weaknesses can be exposed.
The wrong message can be transmitted.
That’s why we need a strategy
What are our long-term goals? Short-term goals or objectives?
Who are the audiences?
What are the messages?
What are our tactics?
What are our tactics to reach and utilize the media?
What are our goals?
Grow donor base
Build awareness of our organization
Influence public policy, social justice, human rights issues
Recruit volunteers
Pass legislation
We need convincing messages
Can we state it in one or two sentences?
Does our media work & publicity reflect this message?
Can a visual image convey this message?
What stories convey this message
Healthy People, Communities & Organizations
Who are our audiences ?
Donors and Friends
Politicians
Customers
Civic Leaders
Competitors/opponents
Friends/funders
Neighbors
Students
Who will be our spokespersons?
Leaders
Communications staff
Subjects of our stories
Outside friends & supporters
Experts who verify our work
If it’sthat easy,
why isgettingnews
coverage so hard?
ToMakeNews,You
NeedTo Do
orCreate
SomethingMan bites Dog, Peter Blapps, from flickr
What stories carry our messages to our
audiences? Identifying a Problem
Finding a Solution
Creating a Conflict
Making a Fresh Start
Doing Something New
Doing Something Unusual
Telling Your Story
Two stories your organization MUST have ready to go:
1. Who we are &
2. Why we’re here.
Crafting an elevator speechWhy we’re here, in about 60 seconds
Imagine Your Audience
How We Began/Founders Who Influenced Us
Obstacles Faced & Problems Solved
On-going Benefits Given
Examples—specific people
Values in Action
Before we came on the scene……after we did our thing
Accomplishments, Victories? Feeling good!
Hi! My name is _____ and I work with…
You know how… (problem)
Well, what we do is…(feature)
So that …(benefit)
We’re kind of like the…(metaphor)– Problem: Stated as an engaging question
– Feature: the physical traits or description of what you do
– Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?
– Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.
Crafting an Elevator SpeechWho we are, in less than 45 seconds
Telling stories
Storyteller FigureJalisco, Mexico, AD 100/800 Art Institute Chicago
Social Media
Bob
Bla
ck f
or
CM
W
The News…
Tribune and Sun-Times, 1986-2008
Source = Newsbank, March 2009
NEW News: The Report
Couple years ago
Last year
Now
Twitter, Facebook, Blogs, Email?
http://www.fastcompany.com/1694174/twitter-crushing-facebooks-click-through-rate-report
Click Thru Rates
Facebook Preferred
The Alternatives May Be Better
http://bit.ly/cmwethnic
Community news
Questions, final thoughts?
The Three Psda Package
What’s your story? current news peg can you attach it to? What’s your follow-up story Play Headline Game to figure out angle
do PracticePick on colleagues, friends, spousesHear yourself and learn
da PitchDespite fax and e-mail, phone still gets storyBest way to control your message: when you approach reporter rather than reacting to when they approach you [usually crisis]Start w/ easiest/friendliest contact and work up to the hardest one to crack.
1. Package
Package
2. Practice
http://bit.ly/newsrelease
3. Pitch
“Do youhave aminutefor meto pitchyoua story?”
ContactContact Community Media Workshop
– Walk-in: 218 S. Wabash, 7th floor– Chicago, IL 60604
Thom Clark Phone: 312-369-6400 Email: [email protected] Communitymediaworkshop.org
