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Slide 1
The Big 5 Questions for the NOW
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?– Being right means you
need to be confrontational– Being effective means you
actually make headway• Connect – dry facts won’t
do it• Always come home to your
key messages– Regardless of the question
asked, know the top issues you want to discuss and always come back to them.
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 Is 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
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 12
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 13
So – What are you trying to do?
Created at Wordle.net
Slide 14
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 15
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 16
What objective are you trying to achieve? Is is SMART?
•Specific•Measurable•Attainable•Realistic •Time-bound
Slide 17
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 18
Who Is Your Key Decision Maker?
• Think big & unexpected – Aim High• Goal: Find & Surround the decision-maker
• Examples: Politicians? Artists/Musicians? Donors? Boards?
Slide 19
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 20
Thinking about your audiences
YOUR KEY AUDIENCES ARE:•Patrons•Customers•Funders (!!) •Donors
•How READY are they to hear what you are saying?•What are they already thinking about you?
Slide 21
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 22
Tactical Decisions – What tools can we use?
Start with the things you controlPick one new target-centric tool
Think – quick, easy, fast, and learn
Slide 23
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 24
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 25
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 26
Additional Resources
SpinProject.org – resources, templates, & how-to’s
SmartChart.org – tool for building your communications plan
