talking the talk: creating a communications strategy melanie chasteen october 16, 2015
TRANSCRIPT
Talking the Talk: Creating a Communications Strategy
Melanie ChasteenOctober 16, 2015
What we’ll cover
Creating a Plan
Determining the Goal
Defining the Audience
Developing the Message
Media Strategy
Let’s Practice!
Creating a Communications Plan
Determining the Communications Goal
Determine the Communications Goal
General Goal: Promote the after-school programs.
Specific Goal: Motivate local businesses to support after-school programs.
Even more specific Goal: Motivate local businesses to support after-school
programs in inner-city neighborhoods.
Determine the Communications Goal
General Goal: Encourage parents to talk to their children about healthy relationships.
Specific Goal: Encourage parents to visit www.talknow.org to learn tips on talking to their
children about healthy relationships.
Even more specific Goal: Encourage parents to visit www.talknow.org to learn tips on talking to their children about healthy relationships and to
sign the “parent pledge.”
Determine the Communications Goal
Raising Awareness
Changing Behavior
Promoting a Service/Program
Promoting Change
Fundraising
Define the Audience
Define the Audience
General Public
Parents
Teens
School officials
Policymakers
SHAC members
Teachers
Define the Audience
Geography
Age
Gender
Cultural Background
Employment
Develop Core Messages
Develop Core Messages
Not everyone is doing it – and if more teens knew that, they’d feel supported in
waiting
Sex has consequences – both physical and emotional
Have a plan: Think about what you’ll do in the moment (before you’re in the moment)
Media Strategy
Types of Media
Earned
Paid
Owned
Earned Media
Newspapers
Blogs
Viral Social Media
TV News Stories
Paid Media
Advertising
Owned Media
Website
Blog
Social Media
Media Relations
Practice Makes Perfect
Questions?
Contact Information
Melanie Chasteen
Director of Communications
Texas Campaign to Prevent Teen Pregnancy
512.791.5110