GETTING THE WORD OUT

Enhancing Branch Communications

AAUW NYS Summer Meeting July 26, 2014Cazenovia, NY

Facilitator: Cyd AverillPresenters: Margaret NijhuisAndrea Pedrick Betty PrebleDonna Seymour

Why communication matters

Visibility affects viability

• Internal – existing members • Meeting announcements• Newsletter calendar• Requests for volunteers and leaders

• External – potential members & supporters• Website• Social media• News outlets (print and digital)

Who is your audience?

Boost Branch visibility

• Plan newsworthy programs• Establish a publicity person• Know your news outlets (print & digital)

• Calendar listings, Columns, Letters to the Editor• Branding

• Use AAUW logo and Branch name on all material• Messaging

• Create an “elevator speech” about AAUW and your branch • Maintain your online presence

• Keep your website and social media pages up-to-date• Establish relationships

• Be a resource for news organizations in your area

• Impact – Does it matter to readers?• Timeliness – Is it happening now?• Proximity – Is it close to home?• Prominence – Does it involve a well-known person or

current HOT topic?• Novelty – Is it intriguing or unexpected?• Conflict – Is there an element of struggle? • Emotion – Is there a human interest angle?

Successful programs have these elements!

What makes a story newsworthy?

Look who was in Jamestown!

Ruth Bader Ginsburg, Associate Justice, U.S. Supreme Court, drops by before the Jamestown Branch “AAUW Day at Chautauqua” luncheon.

Press release basics

• Grab attention with a good headline or subject line• First paragraph answers “who,” “what,” “when” “where,”

and “why”• Avoid jargon; spell out acronyms on first mention• Include facts to support your point• Proofread for grammar and typos• Include quotes • Include contact info for follow-up• Keep it short—one page or around 500 words• Send a photo or graphic – attach good quality .jpeg • Provide links to branch website & social media sites

Working with the media

News happens 24/7/365

• Have time and columns to fill

• You are experts in your field• Keep the AAUW mission in the media by

creating ways to fill their void • Have a list of people within your branch

who are willing to speak to reporters.• Be concise – keep it simple – and be

vibrant without polarizing your audience.

Reporters need you!

Television, Radio, Web, and Newspaper reporters:

• Television: • Assignment Editors, Producers, Reporters who cover

Government or Public Affairs, News Directors, General Managers

• Go on Live TV or Radio: • These media outlets often have live weekly or monthly

interview segments• Make a case to be interviewed

• Public Television & Public Radio • Great resources for longer conversations, panel discussions,

sponsorship opportunities

Who can you talk to?

• Amplify the message—Collaborate! • Partner with organizations that share your goals and mission. • Get to know those organizations and the people within those

organizations who will talk to reporters, if needed.• http://www.wwnytv.com/news/local/Local-Politics--Big-Money---What-Does-It-All-Mean-267555341.html

Working with the media

Newsletter essentials

• Regular publication • Current information

• Visual organization for impact • Essential info, easy to find• Clear calendar of events

• Include photos of branch members• Branch members contribute

• Avoid editor burnout• Proofread for grammar, typos and accuracy• AAUW Branding • Distribute electronically

• Choose accessible format (i.e. PDF)• Use USPS for those without access• Post on branch website

• Consider privacy issues• Policy on listing addresses and emails

Website essentials

• AAUW Branding • Follow branding guide for colors and logo usage• Branch logos available for download

• Organize for impact – essential info, easy to find • About us & Mission– branch history, community involvement• Membership – make it easy to join!• Leadership • Programs – encourage public to attend• Links to social media - AAUW, AAUW-NYS and community partners• Contact information• Photos– with captions

• Keep information current• Consider privacy issues

• Policy on listing addresses and emails• Consider options for disguising email addresses online

Branch website options

• Sub-domain Branch site • Resides on NYS site• Under total branch control• NYS web manager access• Example: Adirondack branch http://adirondack.aauw-nys.org

• Page within AAUW-NYS site• Updated only by NYS web manager• Example: Islip http://www.aauw-nys.org/branches/islip.htm

• Independent sites• Under total branch control• Maintained by branch web manager• Example: Buffalo branch http://aauw.buffalo.edu

• Site resources site (see next slide)

Site Resources websites

• Easy and efficient• Branded and linked to national AAUW• Automatic updates to national info & links

• Free set-up; requires a branch editor• Small annual fee if national maintains the site• Example: Schenectady http://schenectady-ny.aauw.net

• Some limitations• Storage space• Number of people who can edit• Limited personalization – design determined by national

Considering social media?

Social media can help your branch

• Increase visibility

• Network and share ideas with other branches and like-minded groups

• Keep in touch with members, supporters, potential members, AAUW national, and the state AAUW organization

Weigh the pros and cons

Pros•Everyone’s there•Easy to use platform•Perfect venue to announce and advocate•Increase your visibility•It’s FREE

Cons•Everyone’s there•Takes practice & time management•Needs to be monitored regularly•Potential for negative exposure

Start with a strategy

• Set your objectives. Is your goal narrow (publicizing an event) or broad (building and engaging with a community or coalition)?

• Identify your intended audience. Internal or external?• Select the social media platforms. Facebook,

YouTube and Twitter are most popular• Gather resources and materials to share.• Appoint someone to manage your social media

presence. Select someone who is comfortable and familiar with technology.

Facebook

• Keep posts short and conversational, and include an image whenever possible.

• Post regularly—aim for one post a day• Ask people to share your content through Facebook.• Brand content with an AAUW logo so that we are credited

when it is shared.• Include links—to direct people back to branch, state and/or

national AAUW websites.• Share content from the AAUW Facebook page,

AAUW Action Fund Facebook page, or NYS Facebook page http://www.facebook.com/AAUW.NYS?ref=ts#!/AAUW.NYS?v=wall">AAUW-NYS

• Popular video sharing and hosting service• Users view and upload video content

• AAUW channel http://www.youtube.com/user/AAUWinfo

• AAUW NYS channel http://www.youtube.com/user/TheAAUW

• St. Lawrence County http://www.youtube.com/watch?v=G-R127FtdoU

• Post YouTube videos on your branch website• Post links to videos

• Search YouTube for relevant content

Twitter

• Tweet: Message in 140 characters or less, using text, links and images

• Retweet: sharing someone else’s tweet• Hashtags (#AAUW) categorize tweets, allow

searching • Constant communication• Ideal for advocacy & calls to action• Follow AAUW’s Twitter accounts:

• @AAUW https://twitter.com/AAUW

• @AAUW of NY https://twitter.com/AAUWNY

• Engages a younger audience• https://twitter.com/NotoriousRBG• http://dcist.com/2014/

06/video_ginsburgs_hobby_lobby_dissent.php

#Notorious RBG

Social media key points

• Social media is a conversation, not a monologue• Engage your followers

• Stick to your strategy• Think before you type

• There are no take-backs• Post regularly• Be genuine

• Show the personality of AAUW and your branch • Be relevant and reliable

• Share quality content from trusted sources• Accuracy is important—don’t distort the facts to make a

point

When representing AAUW, do not say or post:

Anything endorsing a political party or political candidate. AAUW is legally nonpartisan and cannot support or endorse any candidate or party

Anything that could be offensive on the basis of race, creed, sexual orientation, gender identity, national origin, religion, disability, age, or any similar grounds

Anything that is not in line with AAUW’s mission

•http://www.aauw.org/resource/aauw-branding-tool-kit/•http://www.aauw.org/files/2013/02/AAUW-Brand-Guidelines.pdf•http://www.aauw.org/resource/social-media-handbook/•http://www.aauw.org/resource/how-to-place-an-aauw-video-on-your-branch-or-state-website

/•http://www.aauw.org/resource/leader-essentials-marketing-and-visibility/

Helpful links

Concluding thoughts