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Strategic Communications: From the Plan to the Public
September 27, 2006
Atlanta, GA
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Today’s Agenda
Welcome
HealthTecdl Goals
Session Objectives
Introduction of Speaker
Session Presentation….Melissa Taylor
Question & Answer - Open Discussion
Upcoming HealthTecdl Events & Resources
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Goals of HealthTecdl
Build Organizational Capacity
Promote Organizational Effectiveness
Support Nonprofit Collaboration
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Session Objectives
Increased understanding of critical elements of a communications plan
Increased ability to identify effective communications strategies about your organization, programs and issues
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Melissa Taylor
Senior Vice President,
Strategic Planning and Research
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Course Outline
Communications Planning
Media
Partnerships
Evaluation
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Planning for Communications
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What is “communications”?
Marketing
Public Relations
Branding
Social Marketing
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“Every minute you spend planning saves 10 minutes in execution; this gives you a 1,000 percent return on
energy!”
-- Brian Tracy, consultant
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Why Is Planning Important?
Planning is starting with the end: determining where you want to go and then laying out the steps to get there
Identify challenges and opportunities
Provides a common framework for all activities
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Step 1: Assess your organization
Set the organizational mission
Establish long-term goals
Establish short-term objectives
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Step 2: Assess the Current Market Define the problem
Identify others in the marketplace with similar goals
Assess recent media coverage
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Step 3: Identify target audience(s) Whom you are trying to reach?
Where do they go for information?
Who influences them?
Where do they live, shop and play?
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Step 4: Conduct a SWOT analysis
Strengths – What do you have that will help you?
Weaknesses – What is holding you back?
Opportunities – What is going on in the market that will help you?
Threats – What could prevent your success?
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Sample SWOT
Strengths Staff skilled in mediaBoard is supportiveNew data
WeaknessesLimited resourcesNot known in the market
OpportunitiesCommunity/media interest# of people affected is
increasing New treatments offer better
outcomes
ThreatsCompetition from other
NFPsLeg. defeated supportive
bill in committeeParents afraid of diagnosis
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From SWOT to Insights
Have new data, media interest, new treatments
Parents afraid of diagnosis
Insight: media outreach to promote message of hope of new treatments
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Bringing It Together in A Plan
Key Plan Components– Goals
– Objectives
– Target audience(s)
– Channels to reach your audience
– Strategies
– Tactics
– Tools
– Evaluation
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What Approaches Will We Take? Strategy: general communication
approach
– Media outreach
– Health care professional outreach
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From Strategies to Tactics
Tactic: specific activities to help you execute your strategy
– Media release
– Attending health care professional conferences
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Tools of Trade
Determine what you want to say: key messages– About your organization
– About your issue
– About your program
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Maximizing the Media
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What are the Media?
Media Outlet Overview
Television Watched by ALL audiencesHighest impact; Visual stories
Radio News with a community focusGood for targeting very specific audiences
Daily/WeeklyNewspapers
Reaches opinion leadersAppropriate for in-depth stories, promoting community events & highlighting community stories
Local angles, pre-prepared materials good for smaller newspapers
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What are the Media?
Media Outlet Overview
Magazines Specifics vary by typeOpportunity to run “softer,” human-interest stories
Less time sensitive; 3 - 6 month lead time
Online/Internet Popular for reaching “captive” audiencesMay accept prepared materials
Newsletters Good for reaching very targeted audiences through a medium they trust
Concise and brief
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What Makes a Story News?
Is it new? Is it “hard” or breaking news? Is it local? Is it a famous – or prominent – person? Is it a common problem? Is it visual? Is it personal? The wildcard factor.
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Media Tools
Media release
Matte release
Media advisory
Media kit
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Writing a Media Release
The Inverted Pyramid
The most newsworthy information
The least newsworthy information
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Is It News?
No– It’s National
Arthritis Month– We have programs
for people with arthritis
Yes– Age of arthritis
diagnosis is decreasing
– Certain physical activities can delay onset
– Our new classes provide instruction
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Building Media Relationships
Do your research!
Respect their deadlines.
Be prepared.
Time is of the essence
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Preparing for the Interview
Watch, read or listen in advance
Think about likely questions
Tailor information
Review key messages
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Engaging Others to Your Cause
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Steps to a Successful Partnership Define your need
Identify potential partners
Make your case– Sell your value– Identify mutual benefit
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Types of Partners
Not-for-profits reaching your target audience
Public officials
Corporate
Health care professionals
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Partnership Example
Arthritis organization hosts a walk
– Physical activity group promotes walk
– Local shoe shop offers walker discounts
– Arthritis organization promotes shop to walkers
distributes physical activity materials
mentions both sponsors in media outreach
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Measuring Your Success
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Why is evaluation important?
Ensures messages are appropriate, effective
Allows for mid-course corrections Assess short-term outcomes and long-
term impact
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Research for Planning
Assess baseline behaviors, attitude or knowledge
Types of research:
– Surveys
– Focus groups
– Literature reviews
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Evaluation of Effectiveness
Process evaluation
– People trained
– Calls to organization
– Media hits
Outcome evaluation
– Change in behavior, attitude or knowledge
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Questions & Answers
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Resources
www.healthtecdl.org
Strategic Communications: From the Plan to the Public
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What’s Next at HealthTecdl?
Grantwriting for Success—TBA
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