Strengthening the Voice of KACD through New Media

Maria Raicheva-Stover

Regina Cassell

Washburn University

Good News

Green is cool!

It’s a national trend:Supportive administration & federal agencies

Increased media coverage

Increased public awareness

Tangible efforts to live green and preserve the environment.

More Good News

YOU -KACD

Is an established non profit organizationWith clear mission and vision andEfficient leadership Which has developed strong partnerships with important constituenciesHas proven track record

Positioning

Seize the opportunity toIncrease your visibility

Promote greater participation/involvement

Energize your base

HOW?

Disclaimer

Today’s seminar is a great first step but you need to create a comprehensive media plan possibly with the help of a media consultant. The media plan should include:

Where you are - Written review of the current situation - message and effectiveness of existing communication strategies.Where you want to go - Clear definition of audiences you wish to reach and how you can influence them to increase your visibility. How you get there - Outline specific strategies and define ways to measure their success.

Communication

In the 20th centurySlow ScarceOne-wayTimely but subject to news cycles Medium-specific Mass

In the 21th century

Instantaneous

Abundant

Two-way

Available anywhere/anytime

Content-centered

Niche

Engaging

Global

Audiences

200046% use Web5% have broadband 50% own a cell<5% are content creators 0% connect wirelessly

200875% use Web57% have broadband 82% own a cell40% are content creators 62% connect wirelessly

Source: http://www.slideshare.net/PewInternet/governing-as-social-networking?src=embed

Media in the 21st Century The concept of the mass media has changedThe concept of who is a journalist and publisher has changed Mainstream media have changed

Convergence of various media forms primarily through the Web

Emergence of new media that challenge mainstream media

Social media like Facebook, Twitter, YouTube, Blogs

Non-English media

New Reality

250 million

MySpace, Facebook, LinkedIn & Twitter

New Media are replacing mainstream media in authority and reach

KACD and the Media Conventional mainstream media relations

Send news releases, fact sheets to local broadcasters and newspapersParticipate in public affairs and talk programs Create PSAs Send letters to the editor Organize press conferences, interviews Publish a newsletter

If you want to learn more about these, please download the KAB Guidebook from

http://www.kab.net/KABPublications/default.aspx

New Media Suggestions Develop an electronic newsletterWeb site:

Add more pictures and picture galleriesAdd video Reduce the number of PDFs and gray text Add stories of success Make yourself accessible

Add a form where people can submit questions

Add interactivity ForumE-mail alertsQuiz

Last but not least learn about..

Social Media 101

Source: http://www.slideshare.net/nickfloro/social-media-demystified-elearningdevconcom

Social Media Misconceptions

Is not just for teenagers.

“The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years -- from 8% in 2005 to 35% at the end of 2008.”

Pew Internet & American Life Project

Source: http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx

It’s not the technology, it’s the connections you make.

Start a blog

Create a Facebook account

Use Twitter

LinkedIn is all about links

Things you can do TODAY

Join any social network

Watch a YouTube video

Read or comment on a blog

How to make it happen?

Make the commitment Take ownership of the projectsReward progress Create partnerships

Universities Media organizations

Useful Links:Social Media Crash Course http://www.slideshare.net/pgillin/social-media-crash-courseYour Organization’s Social Media Strategy Maphttp://www.slideshare.net/kanter/creating-your-organizations-social-media-strategy-map-presentation?src=related_normal&rel=93005Wiki for non profits:http://www.wearemedia.org/

Thank you!Maria Raicheva-Stover

Regina Cassell

PPT is available on the Mass Media Wikimorforu.wikidot.com