communications gumbo
TRANSCRIPT
Communications GumboHow Strategy, Content and PR Work Together
J. Mike MooreSr. Communications Manager
Emory University’s Goizueta Business School
Agenda
• Tease apart strategy, content and PR• Align content and PR efforts with strategic topics• Leverage various forms of content with limited resources• Track results of communications campaigns
gumbo[guhm-boh]
a stew or thick soup, usually made with chicken or seafood, greens, and okra or sometimes filé as a thickener.
“The dish combines ingredients and culinary practices of several cultures, including French, Spanish, German, West African, and Choctaw. Gumbo may have been based on traditional West African or native dishes, or may be a derivation of the French dish bouillabaisse.” (Wikipedia)
The Right Ingredients
Strategy Content Public Relations
The Right Ingredients
Strategy
Is it clear?Who controls it?Is it effective?
Do you have one at all?Can it be executed?
Content
What are your stories?Can you tell stories?Is video an option?
You’re on social, right?What are your channels?
PR
Do you earn media?Success metrics?Faculty buy-in?Research tools?Engagement?
The Desired Result
Strategy Content
PR
The Desired Result
Strategy Content
PR
The Desired Result
Strategy Content
PR
Think Bowtie… Pasta
Unorganized Information
Un-Focused Requests
Communications Department
Quality, Focused (and trackable) Messaging
Winning with StrategyWhat are you making?
• Stay connected with leadership and decision-makers• Recast yourself as a “storyteller”• Invest in efficiency• Identify your audiences and optimize your channels• Communicate your process and expected results (hedge your bets)• Track your success
http:// emory.biz/PRSAjmike
Winning with ContentWhat are you making?
• Turn what is being said about you into a story• Quality for some things, amount for others• Readers = Users • Ask yourself daily: “Is this the best way to tell this story?”• Insert yourself or “plug in” to a story
http:// emory.biz/PRSAjmike
http:// emory.biz/PRSAjmike
Winning with Public RelationsYou talk to that food critic?
• Empower your people• Events, roundtables and “big fancy dinners” can be winners • Pitch where it makes sense, write where it converts• Centralize your pitch efforts• Make time to say thank you
