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The Big 5 Questions for the NOW

Rapid Fire Communications Planning

Building on S.M.A.R.T. Objectives

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We can all do this!

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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

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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."

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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…

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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?

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What objective are you trying to achieve? Is is SMART?

•Specific•Measurable•Attainable•Realistic •Time-bound

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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?

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Who Is Your Key Decision Maker?

• Think big & unexpected – Aim High

• Goal: Find & Surround the decision-maker

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• Examples: Politicians? Neighborhood leaders? Business?

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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?

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Thinking about your audiences

YOUR KEY AUDIENCES ARE:•Elected officials•Voters•My own officers

•How READY are they to hear what you are saying?•What are they already thinking about you?

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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

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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

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Exercise #2Building my POA Outreach Plan

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Tactical Decisions – What tools can we use?

Start with the things you controlPick one new target-centric tool

Think – quick, easy, fast, and learn

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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?

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Dan CohenPrincipal

Full Court Press Communicationsdan@fcpcommunications.com

510-465-8294