Strategic Communications: From the Plan to the Public

September 27, 2006

Atlanta, GA

Today’s Agenda

Welcome

HealthTecdl Goals

Session Objectives

Introduction of Speaker

Session Presentation….Melissa Taylor

Question & Answer - Open Discussion

Upcoming HealthTecdl Events & Resources

Goals of HealthTecdl

Build Organizational Capacity

Promote Organizational Effectiveness

Support Nonprofit Collaboration

Session Objectives

Increased understanding of critical elements of a communications plan

Increased ability to identify effective communications strategies about your organization, programs and issues

Melissa Taylor

Senior Vice President,

Strategic Planning and Research

Course Outline

Communications Planning

Media

Partnerships

Evaluation

Planning for Communications

What is “communications”?

Marketing

Public Relations

Branding

Social Marketing

“Every minute you spend planning saves 10 minutes in execution; this gives you a 1,000 percent return on

energy!”

-- Brian Tracy, consultant

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

Step 1: Assess your organization

Set the organizational mission

Establish long-term goals

Establish short-term objectives

Step 2: Assess the Current Market Define the problem

Identify others in the marketplace with similar goals

Assess recent media coverage

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?

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?

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

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

Bringing It Together in A Plan

Key Plan Components– Goals

– Objectives

– Target audience(s)

– Channels to reach your audience

– Strategies

– Tactics

– Tools

– Evaluation

What Approaches Will We Take? Strategy: general communication

approach

– Media outreach

– Health care professional outreach

From Strategies to Tactics

Tactic: specific activities to help you execute your strategy

– Media release

– Attending health care professional conferences

Tools of Trade

Determine what you want to say: key messages– About your organization

– About your issue

– About your program

Maximizing the Media

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

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

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.

Media Tools

Media release

Matte release

Media advisory

Media kit

Writing a Media Release

The Inverted Pyramid

The most newsworthy information

The least newsworthy information

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

Building Media Relationships

Do your research!

Respect their deadlines.

Be prepared.

Time is of the essence

Preparing for the Interview

Watch, read or listen in advance

Think about likely questions

Tailor information

Review key messages

Engaging Others to Your Cause

Steps to a Successful Partnership Define your need

Identify potential partners

Make your case– Sell your value– Identify mutual benefit

Types of Partners

Not-for-profits reaching your target audience

Public officials

Corporate

Health care professionals

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

Measuring Your Success

Why is evaluation important?

Ensures messages are appropriate, effective

Allows for mid-course corrections Assess short-term outcomes and long-

term impact

Research for Planning

Assess baseline behaviors, attitude or knowledge

Types of research:

– Surveys

– Focus groups

– Literature reviews

Evaluation of Effectiveness

Process evaluation

– People trained

– Calls to organization

– Media hits

Outcome evaluation

– Change in behavior, attitude or knowledge

Questions & Answers

Resources

www.healthtecdl.org

Strategic Communications: From the Plan to the Public

What’s Next at HealthTecdl?

Grantwriting for Success—TBA