Unlock the Power of Communications: Create Communication Plans that Win
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Transcript of Unlock the Power of Communications: Create Communication Plans that Win
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Unlock the Power of Communications: Create Communication Plans that Win
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About Resource Media
• Communications Strategy
• Media Outreach Campaigns
• Environmental and Health Policy Focus
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Staff 30 9 Offices
San Francisco Seattle Boulder Kalispell Sacramento
Bozeman Portland Salt Lake City Anchorage
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If you remember
one thing…
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Strategic Communications Pyramid Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
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It’s All About the Plan
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Workbook
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What’s Your Biggest Challenge?
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Strategic Communications Pyramid Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Target
Tac8cs
Goals
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Headline: Obama Reinstates Offshore Drilling Moratorium
Goals: Specific & Measurable
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Goals: Defining Success
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Strategic Communications Pyramid Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Target
Tac8cs
Goals
DecisionMakers
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Decision Makers: Who Can Make It Happen?
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Connect: Decision Makers and Target Audiences
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Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Target
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
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Identifying the Best Audience
Consider:
• Their influence with the decision maker
• Your influence with them — are they “gettable?”
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Audience: Targeted and Specific
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Audience: Who’s Against You?
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Values Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
Values&CoreConcerns
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Values & Core Concerns
• Health & Safety • Prosperity • Family • Legacy • Freedom
What Moves Your Audience?
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Values & Core Concerns
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Who’s against freedom?
“America will never seek a permission slip to defend the security of our people.” – George W. Bush
Values & Core Concerns
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Your Values • Health and safety • Prosperity (fishing
and tourism jobs) • Family • Legacy
Opposition’s Values • Prosperity (oil
industry jobs) • Security (energy)
Values & Core Concerns
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Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
Values&CoreConcerns
Message
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What’s Your Biggest Challenge?
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Message
• What is the threat?
• What values are at stake?
• What is the solution?
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Message
• Clean water means healthy communities and a healthy economy. [value]
• Oil spill disasters will only continue to threaten wildlife, jobs and our energy security. [threat]
• Clean energy is cheap, available and safe and it doesn’t spill anything. [solution]
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Make Yourself Quotable
“Cutting down the rain forest for money is like burning a Rembrandt to cook soup.”
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Use Imagery
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Use Anecdotes
• Local people • Local places • Local history • Heritage
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Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
Values&CoreConcerns
Message
Messengers
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Rocky Mountain Front Messengers:
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Credible Experts or Local Spokespeople Messengers:
• Fishermen • Health experts • Scientists • Business owners
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What to Look for in Spokespeople
• Genuine • No ax to grind • Their story supports your message • Talk about issues through their values • They look the part
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Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Target
Tac8cs
Goals
DecisionMakers
Strategic Communications Pyramid
Audience
Values&CoreConcerns
Message
Messengers
Targets
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Your Audience’s Favorite Media Targets:
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One-Way Communications
Traditional Media
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Web 2.0
Two-Way Street
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Strategic Communications Pyramid Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
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Tactics: A Few Examples
• Traditional media outreach (phone call, press release, pitch letter, editorial pitch, Op-Ed, B-roll)
• Blogger outreach • Press conferences and teleconferences • Facebook fan page • Twitter • Flickr
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Viral Video
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Media Tours
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Recycle Your Content
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Communication Fundamentals Remain
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Take-Aways
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Think Pyramid! Goals
DecisionMakers
Audience
Values&CoreConcerns
Message
Messengers
Targets
Tac8cs
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VISION VALUES VOICES
Effective Communication Always Requires:
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Evaluation
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Evaluation
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Evaluation
• Are you reaching decision makers on your issue and swaying them to your side?
• Are your target audiences responding to your message?
• Have milestones been met in the course of your campaign?
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Jump Right In!
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Suggested Next Steps
The Basics • Communications Workbook
More Advanced • Messaging Workshop • Strategic Planning • Social Media Integration
www.resource-media.org
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• Search Engine Optimization - June • Social Media 200 - July • Communicating Science - August • Framing & Messaging – September • Media Relations - October • Story Pitching - November • Blogger Relations - December
Worth Exploring!
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Contact act:
Belinda Griswold Program Director
[email protected] 206-374-7795 ext 101
We’re Here to Help!
Sian Wu Program Director
[email protected] 206-374-7795 ext 102
www.resource-media.org