How to Really Get Heard - Champaign University Y 11-3-2009
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Gordon Mayer How to Really Get Heard University YMCA
description
A quick 2-hour overview of nonprofit communications strategy, pitching old-school, social media the news and us, and some very quick and dirty spokesperson tips.
Transcript of How to Really Get Heard - Champaign University Y 11-3-2009
Gordon Mayer
How toReally GetHeard
UniversityYMCA
If you could write the headlineon your story, what would it say?
CMWho?
Communications35%
Executive Director, or other staff
32%
Board member/
other volun-teer7%
Other26%
What do you do? (N=125 of 800 surveyed)
TurnoutAttendance at an event
Why We Communicate
AwarenessUsually traces back to money
Advocacy Best to engage audience
What Are Our Goals?
Who Are Our Audiences?
What Are Our Messages
Got milk? / ¿Toma leche?http://www.gotmilk.com/fun/toma_leche_2.html
Audiences Do Not Want
“mission statement” by Ecastro, from flickr
FactsAre
Meaningless
WhatStoriesCarryMessagesTo Our Audiences?
• Hi! My name is _____ and I work with… • You know how… (problem)• Well, what we do is…(feature)• So that …(benefit)• We’re kind of like the…(metaphor)
– Feature: the physical traits or description of what you do– Benefit: a feature translated into a member’s satisfaction. What do
the members get because of what you do?– Metaphor: a comparison that can be funny or startling; goal is to
make your work familiar.
Crafting An Elevator SpeechWho We Are, In A Minute Or So
6 Types of Stories• Oh No!...disaster, tragedy, bad
news
• Yes!...victory, agreement, improvement
• Wow!...extreme, unique event
• Hmmm!...thought-provoking, stimulating
• Rituals...opening days, funerals, birthdays
• News You Can Use...helpful information
1. Package
Pitching 2.0
2. Practice
http://bit.ly/newsrelease
3. Pitch“Do youhave aminutefor meto pitchyoua story?”
If it’sthat easy,why isgettingnewscoverage so hard?
ToMakeNews,YouNeedTo DoorCreate Something Man bites Dog, Peter Blapps, from flickr
Social Media
Bob
Bla
ck f
or C
MW
The News…
Tribune and Sun-Times, 1986-2008
Source = Newsbank, March 2009
1986
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0
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Appearance of selected keywords
recyclingBriberyhealth AND uninsuredInfrastructure AND Chicago"public housing""DCFS""Regional planning" "school reform""toxic waste"
Disagree Agree
…and UsHow has communications changed? (summer 2009)
The Alternatives May Be Better
http://bit.ly/cmwethnic
Community news
Help, I’m Nervous
Steven Poff, “July 31st 2008 - I Aimed, I Pulled the Trigger, from flickr
Rock Star Interview Tips: BridgingIf you are asked a question not on your agenda, bridging is the effective way to respond.
Nikki Sixx, by Tawny Rockerazzi from flickr
Interview Tips:Flagging
More tips
“For instance…”
The three Cs
Best/Worst, Last/First
Ultimate expert
Quote your enemy
PowerofThree
PowerPoint, Handouts, & Anchor People
Scott Rekdal.com, 9/12/2007
Learn more at the blog: www.communitymediaworkshop.org
Join our network at www.nonprofitcommunicators.ning.com
Gordon Mayer, [email protected]
312-369-7722
Thank you!
