45 Tips in 45 Minutes
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July 12, 2005
Develop an Effective Communications Strategy for Your Project: 45 Tips in 45 Minutes
Patricia B. WoodDirector of CommunicationsFederal Consulting Group U.S. Department of the TreasuryJuly 12, 2005
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Overview
What is your agency or cross-agency project and what do you need (or have) to do outreach
45 + outreach and communication tips and resources
Brainstorm—share your ideas and successes
Wrap-up
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Your Projects and Needs
What are your projects What outreach and
communication strategies do you need (or have)
What do you expect from this workshop
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Develop Your Outreach Strategy
Make friends with your Public Affairs Office
Why do you want to publicize your project? High score Award Good story Good government Educate a customer segment
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Develop Your Outreach Strategy
How does your project’s mission fit your agency’s or cross-agency goals and objectives
What about President’s Management Agenda?
Who is your audience? What media reach your audience? What is your message
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Working with Media
What media would want your story? Newspapers (which newspapers?) Radio TV Dot-com Magazine Newsletter
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Understanding Reporters
Work with your PA office to make a list of media that should be interested in your project and how to contact them
Find out what reporters, feature writers and columnists want Schedule an appointment Stories or story ideas How? Fax, Phone, Email What are their deadlines
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Relating to Media
It’s all about relationships, relationships, relationships Introduce yourself—Call a reporter or
columnist (or get your PA spokesperson to call)
Send out a press kit with general information, a one-page fact sheet, a few story ideas, and a cover letter introducing you or your team leader
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Relating to Media
Always ask a reporter: Is this a good time to talk?
Assume that anything you say to a reporter is on the record
Find out if you should pitch your story to the reporter or the editor
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Relating to Media
Always return a reporter’s phone calls
Always tell the truth If you can’t answer a reporter’s
question(s), say so and offer to get the information
Make a list of the officials who know your project who could be interviewed
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Writing Press Releases
Write short, interesting news releases or fact sheets in plain language
Put facts first, use quotes, and don’t put name of the head of the agency in the first paragraph
Find the angle or lead sentence that will grab the reporter
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Doing Media Interviews
Refine three positive talking points
Don’t use jargon Personalize and humanize your
information Research your interviewer
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Doing Media Interviews
Never say “No comment.” Never say anything off the
record (assume everything is on the record)
Never say “uh.” Never be interviewed without
doing your homework.
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What Else Can You Do to Reach Your Audience?
Tell your employees first. They will tell others. Get your story in the newsletter & on the intranet.
Tell librarians—They love government information and pass it on.
Put your story on the Internet.
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Public Affairs Resources
100+ Marketing and PR Ideashttp://www.sba.gov/managing/marketing/100ideas.html PR Tool Kithttp://toolkit.prnewswire.com/
smallbusinessadministration/writingtips.shtml
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Public Affairs Resources
Communicators Guide from the Federal Communicators Network
http://www.usda.gov/news/pubs/fcn/table.htm
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Public Affairs Resources
Join the Federal Communicators Network (FCN).
Complete this page and submit:http://www.fcn.gov/members/
join.htm
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How to Reach Me
Patricia B. Wood (Pat Wood)Director of CommunicationsFederal Consulting Group(202) [email protected]