communicating your anr story · that will advance your work. • we hope these webinars and...
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CommunicatingYourANRStory
Simpletextisbest.Don’treadfromyourslides.
ImageCreditsforthisPresentation:Pixabay andUCRegents
ModuleSix:CreatingaCommunicationsStrategyRoseHayden-Smith,PHDUCCEAdvisorDigitalCommunicationsinFoodSystems&ExtensionEducation
2/4-2/8/2019
AbouttheCommunicatingYourANRStorySeries
Communicatingourstoriesasresearchersandeducatorsisessential.
Increasingly,thisinvolvesdigitaltechnologies.
• IntheCYSseries,you'lllearnabouttools&socialplatformsthatwilladvanceyourwork.
• WehopethesewebinarsandresourceswillhelpyouwithExtensionDelivery.
UpcomingWebinars:2/4-2/8CreatingaCommunicationsStrategy - Daily10:00-10:30a.m.with“homework”and“officehours”– mustvieweachwebinarlive(orarchived)
Archived:BloggingBasics,TwitterBasics,LinkedIn,BloggingII,Instagram,Facebook
MyStory
• FirstCareer– Marketing/Communications
• KelloggFellowship– focusondigitalcommunications
• VictoryGrower&UCFoodObserver
• Centraltoallmywork:blogsandsocialmedia,particularlyTwitter,increasinglyotherplatforms
UCFoodObserver• BrandplatformforUCOP’sGlobalFoodInitiative
• Blogandsocialmediapresence
• Fromtheinstitution(butnotinstitutional)
• Providevalue-addedpublicservice(viacuration,contextualizationandoriginalcontent)
• ENGAGEwiththepublic,media,UCcommunityandothers
Agenda• Whycreateacommunicationsplan/strategyforyourprojectorprogram?• OurProcess• AnticipatedOutcomes• GettingStarted• Q&A
WhyCreateaCommunicationsPlan?
• ExtendinginformationisfundamentaltotheExtensionmission• Justpostinginformationonawebsiteisnotenoughintoday’ssocialenvironment• Aplanprovidesaroadmap tohelpusidentifywhowewanttoreach,whatwewantthemtoknow,andthebestwaytogetourinfotothem• Therearemanywaystospreadinformation;doingsomeadvanceplanningmayhelpyoudeterminewhatwillworkbestforyou• Efficiencyandcapacity
OurProcess• Developatemplateusingaseriesofclarifyingquestions
• Thesequestionswillhelpyouzeroinon:• Objectives• Audience• Headandheart• Messages/ideas• Platformsandtactics• Measuringsuccess(andrefiningifnecessary)• Timingandaccountability
OurProcess
• Bythinkingaboutandansweringthesequestions,we’llbegintheprocessofcreatingabasiccommunicationsstrategy andplan tocommunicateyourstory.Answersshouldbebrief,andmay(andshould!)changeovertime.Thisplanmightbeasinglepageforanadvisor/specialist,orlongerforaprogrammaticunit.
• Thisisonlyforyou,sobulletitemsareokay
• Thisisalivingdocument…remembertoadd,change,refine
Assumptions
• You’llhaveablogpost,FAQsheet,report,researchpaper,UCDelivers…somethingyouwanttoshare
• You’lluseoneormoresocialplatforms
DeterminingYourObjective
• Whatdoyouwanttocommunicateabout?Doyouhaveanideaforaspecificthingyou’dliketocommunicate,orareyouprimarilyseekingtoincreaseyourvisibilityovertime?
• Whatareyouroverallgoals/objectives?HowandwheredotheyalignwithANRcommunicationsgoals/messagesandbrandmessages?Ifyou’reaspecialist,how/wheredotheyalignwithcampus?
Audience
• Whoareyoutryingtoreach?Thatisyouraudience.Beasspecificasyoucan.
• Whereonsocialmediamightyoufindthem?*
HeadandHeart(KnowledgeandFeeling)
• Whatdoyouwantyouraudiencetoknow,feel,ordo(behaviorchange)?
• Whatdoyouwanttoberemembered?(Pick1-2things).
Messages
• Whatare1-3keymessages/ideasyou’dliketocommunicate?
• Keeptheseshort
SocialPlatforms
• Whatsocialplatform(s)doyouthinkmightbethebestfitforyourstrategy,youraudience(s),yourinterests,andyourabilities?
• It’sokayifyoudon’tknow…wecanfigurethisouttogether.
Tactics:SocialPosting,ContentSharing
• Whatfrequencyofsocialpostingareyouinterestedin?
• Whatcanyousustain?
• Whoelsemightshareyourmessage/information?
Analytics/Measurement
• Howwillyoumeasureyoursuccess?
• Analytics– wecanfigurethisouttogether,butmostsocialplatformsprovidedecentinsights(quantitativeinfo;thereisqualitativeinfoyoucangather,too).
• Lookingatinsightsisimportantforrefiningyourmessageandapproach.
TimingandAccountability
• Whatwillyoudo?
• Whenwillyoudoit?
• Arethereanytoolsthatcanhelpyou?
• Doyoualreadyhaveplacestopostwhatyouproduce?(i.e.,socialaccounts,countyordepartmentalwebsite,newsletters,industrygroups,etc.)
TimingandAccountability
• Isanyapprovalorbuy-inneeded?
Resources
• Rose’sPowerPointisinPDFontheANRLearning&Developmentpage,alongwithabibliography
• Call,textoremailRoseat805.794.1665oremailatrhsmith@ucop.edu withanyquestions.Icanhelp.Iwanttohelpyou! YoucanalsoTweetmeorDMmeonTwitter@ucfoodobserver orfindmeonLinkedIn andInstagram.
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