part 2 of 4 - social media & publich health/health - workshop & capacity building
Post on 13-Jan-2015
1.770 Views
Preview:
DESCRIPTION
TRANSCRIPT
Slide 1
Rapid Fire Communications Planning
Building on the Smart Chart
You can do this!* Lifetime Guarantee Included *
Slide 2
What is success? How do you get there?
• Planning now means success later
• Do a few things really well – prioritize
• Stay focused on your goals
• Use the media & dissemination strategies to achieve them.
Slide 3
Make a Plan to Communicate
• Make communications an organizational priority & write it down
• Think “Dissemination” not “Media Relations”– Go beyond the media– Own your target audiences
• Utilize proven resources/Ask for help– Smart Chart– Communications Trainings– Ask your team
Slide 4
We can all do this!
Slide 5
So…You’re New To This?
• Your skills apply.– You can think.– You can write.– You can use a telephone.
• All of your daily work skills are transferable. – Persuasion– Cajoling– Consensus building
Slide 6
Public Speaking Fundamentals
• Be Prepared• Do your homework• Is it better to be right?
Or effective?
• Connect – dry facts won’t do it
• Always come home to your key messages
Slide 7
YOU are the network
• You know the field and have the “rolodex”
• You have the network & are doing the networking
• You are visible to communities that matter
• You are the frontline of communications
Slide 8
Where WAS Your Audience?
Start where they are• 55% of Americans watch
TV news every day• 41% read newspapers• 41% listen to radio news• 16% consume online news• 80% getting daily news from
these mainstream sources(Source:Pew Center for People
in the Press 2004)
Slide courtesy of SPIN Project Media Training
Slide 9
Where Is Your Audience?
Pew 2010
Slide 10
Where Is Your Audience?
Slide 11
Reality Check on the Students
Pew 2010
Slide 12
75% of 12-17 year-olds now own cell phones
73% use social networking sites
Here’s what is available to them•Take pictures / Share pictures•Play music & games•Exchange videos•Go online•Access social network sites•Use email
Reality Check on the Students
CHPC 12
Slide 13
More from Pew
21% of teens who do not otherwise go online say they access the internet on their cell phone.
41% of teens from households earning less than $30,000 annually say they go online with their cell phone.
44% of African American teens and 35% of Latino teens use their cell phones to go online, compared with 21% of white teens.
Reality Check on the Students
Slide 14
Reality Check on the Students
CHPC 14
Facebook Stats
Slide 15
What guides our communications?
• Passion vs. Getting it Right
• Think 1992 Campaign– “It’s the economy, stupid.”– Focus on what works
• You can’t convince everyone. – Empower your supporters– Educate the neutrals (give them a home)– Ignore (and/or isolate) the hostiles
Slide 16
Learn from the Pros
Chevron campaign tries to balance need for oil with global warming – SF Chronicle 9/28/07Chevron executives say they know that an advertising campaign, even one this lavish, won't make everyone love them. The company's market research consistently show that some people approve of oil companies and some despise them."And it doesn't matter what we say - they're going to feel that way," said Helen Clark, Chevron manager of corporate brand and reputation.
"But there's a large faction in the middle that really is open."
Slide 17
Visualize One Year – What’s ONE Step I can take?
By September, I can…By January, I can…
By March, I can… By Next June, I can…
Slide 18
THE BIG 5 Questions
1. What objective are you trying to achieve? Can you make it SMART
2. Who is your key Decision Maker? Who determines your success & who influences him/her?
3. What are our assets / challenges?4. Given that – who is you target
audience & what do they need to hear?
5. What Tactics are in your toolbox (and one is, social media) & what are your timing/milestones?
Slide 19
What objective are you trying to achieve? Is is SMART?
•Specific•Measurable•Attainable•Realistic •Time-bound
Slide 20
What objective are you trying to achieve? Is is SMART?
•What is the hardest element to envision?
•How could you be more specific?
•What “new” things could you measure?
Slide 21
Who Is Your Key Decision Maker?
• Think big & unexpected – Aim High
• Goal: Find & Surround the decision-maker
• Examples: Politicians? Patients? Donors? Boards?
Slide 22
What Are Our Assets & Challenges
• What is your organizational superpower?• What do YOU do well?• What does your star
colleague do well?• How can you answer the
question “only we?”• What good news/resources
are coming soon?• Who is your Face?
• Who else is out there? Who is doing it better?
Slide 23
Thinking about your audiences
YOUR KEY AUDIENCES ARE:•Patients / Providers•Funders (!!) •Donors•College Students / Seniors?
•How READY are they to hear what you are saying?•What are they already thinking about you?
Slide 24
Thinking about your audiences
What other audiences are there?
•Who else matters – think “narrow”•Who influences those audiences – and how can you find them?•What are the best ways to reach the audience?
Shrink them & Surround them
Slide 25
Thinking about your audiences
What News?
Who Needs to Hear it?List all key audiences
In What Format?Note the comm. channel
By When? From Whom Do They Need to Hear it?
Courtesy of HollyMinch.com
Slide 26
BEYOND the Mainstream Media
Thinking beyond• Where is your target audience?• Who do they rely on for information? • How do they make decisions?
Strategies for Broader Dissemination• Social Media – blogs, social networking, user-
created content• Direct communications – FIND THEM• Attract “listenters” with your expertise• Ethnic Media & Specialty Publications
Slide 27
THE BIG 5 Questions
1. What are you trying to achieve? Can you make it SMART
2. Who is your key Decision Maker? Who determines your success & who influences him/her?
3. What are our assets / challenges?4. Given that – who is you target
audience & what do they need to hear?
5. What Tactics are in your toolbox (and one is, social media) & what are your timing/milestones?
Slide 28
Additional Resources
SmartChart.org – tool for building your communications plan
top related