telling your story using new and traditional media

using new and traditional media

How will you get your message out? QUESTION: CAMP WELLSTONE PHOTOS BY OPACITY AND MATT CALLOW ON FLICKR.COM

HOW MANY OF YOU CONSIDER YOURSELVES MEDIA-SAVVY?

OK, WELL HOW MANY OF YOU HAVE EVER USED THESE?

OR SEEN THESE? THEN GUESS WHAT. YOU’RE MEDIA-SAVVY.

HOW DOES MEDIA FIT INTO MY CAMPAIGN STRATEGY? if you could reach every person that needed to be influenced to meet the goals of your campaign through organizing, then you wouldn’t need a media strategy. since you have limited time, money, and people - media is just another way to communicate the story of your campaign to your target audiences.

if you could reach every person that needed to be influenced to meet the goals of your campaign through organizing, then you wouldn’t need a media strategy. since you have limited time, money, and people - media is just another way to communicate the story of your campaign to your target audiences.

HOW WE COMMUNICATE ORGANIZING “ ONE-TO-ONE”

HOW WE COMMUNICATE TRADITIONAL MEDIA “ ONE-TO-MANY”

HOW WE COMMUNICATE NEW MEDIA “ MANY-TO-MANY”

FIRST OFF: WHAT IS “EARNED MEDIA”? MEDIA COVERAGE THAT IS “EARNED” BUT NOT PURCHASED.

MEDIA COVERAGE THAT IS “EARNED” BUT NOT PURCHASED.

EXAMPLES? “ Objective” Press Coverage newspapers and magazines Television radio blogs Opinion Press Coverage letters to the editor op-ed pieces Editorials talk radio list serves, blogs

“ Objective” Press Coverage

newspapers and magazines

Television

radio

blogs

Opinion Press Coverage

letters to the editor

op-ed pieces

Editorials

talk radio

list serves, blogs

WHY USE EARNED MEDIA? BECAUSE IT’S: “ free” delivers your message to a broad audience educates public, generates “buzz” validates campaign for members and for opinion leaders (BUT IT’S ALSO HARD WORK)

BECAUSE IT’S:

“ free”

delivers your message to a broad audience

educates public, generates “buzz”

validates campaign for members and for opinion leaders

(BUT IT’S ALSO HARD WORK)

KEY CHALLENGES WITH EARNED MEDIA: SATURATED MEDIA DIFFICULT TO CONTROL OUTCOME POTENTIAL FOR MESSAGE DILUTION OPPORTUNITY FOR OPPONENT’S MESSAGE

SATURATED MEDIA

DIFFICULT TO CONTROL OUTCOME

POTENTIAL FOR MESSAGE DILUTION

OPPORTUNITY FOR OPPONENT’S MESSAGE

SECONDLY, WHAT THE HECK IS “NEW MEDIA”? Definition : using the Internet to instantly collaborate , share info , and have a conversation about ideas, causes, and organizations we care about powered by social media tools . definition via wearemedia.org

Definition : using the Internet to instantly collaborate , share info , and have a conversation about ideas, causes, and organizations we care about powered by social media tools .

definition via wearemedia.org

EXAMPLES? social networking sites facebook linkedin twitter news and information blogs rss feeds SOCIAL BOOKMARKING SITES digg del.icio.us stumbleupon

social networking sites

facebook

linkedin

twitter

news and information

blogs

rss feeds

SOCIAL BOOKMARKING SITES

digg

del.icio.us

stumbleupon

WHY USE NEW MEDIA? social media tools like blogs , video , and photo-sharing sites allow campaigns to self-publish and get their message out unfiltered. sharing gives supporters the ability to be force-multipliers of the organization’s message, coming from a trusted source. allows you to reach potential new audiences that are information hungry and very networked Photo by ryancr on flickr.com

social media tools like blogs , video , and photo-sharing sites allow campaigns to self-publish and get their message out unfiltered.

sharing gives supporters the ability to be force-multipliers of the organization’s message, coming from a trusted source.

allows you to reach potential new audiences that are information hungry and very networked

KEY CHALLENGES WITH NEW MEDIA: REACH IS HIGHLY FOCUSED BUT VERY LIMITED DIGITAL DIVIDE MEANS SOME CONSTITUENCIES LEFT OUT CAN BECOME AN ECHO CHAMBER

REACH IS HIGHLY FOCUSED BUT VERY LIMITED

DIGITAL DIVIDE MEANS SOME CONSTITUENCIES LEFT OUT

CAN BECOME AN ECHO CHAMBER

HOW DO YOU KNOW WHAT CHANNEL TO USE? there is no one “correct” media strategy, but in general you should target your message and your media to your audience .

there is no one “correct” media strategy, but in general you should target your message and your media to your audience .

COMMUNICATIONS PLAN who do you need to reach with your message? how do they usually communicate? press event specialty newspaper LTE viral video core message: “ good jobs for a cleaner neighborhood” core base decision makers general public constituency

who do you need to reach with your message? how do they usually communicate?

IT HAS TO BE NEWS. make it newsworthy: Impact. Events that affect many people. Timeliness. Events that are immediate or recent. Prominence. Events with well-known people or institutions. Conflict. Events reflecting clashes between people. Bizarre/ intriguing. Events that aren’t “normal” or are “quirky”. Currency. Events and situations that are currently being talked about or fit with other news.

make it newsworthy:

Impact. Events that affect many people.

Timeliness. Events that are immediate or recent.

Prominence. Events with well-known people or institutions.

Conflict. Events reflecting clashes between people.

Bizarre/ intriguing. Events that aren’t “normal” or are “quirky”.

Currency. Events and situations that are currently being talked about or fit with other news.

Internal messages speak to ourselves (usually to mobilize) External messages speak to the public (to educate, inform, or pressure) External messages speak to the public (to educate, inform, or pressure) THE MESSAGE MATTERS internal vs. external messages key message tips An effective message is about what people care about Think backwards from the headline, visual and key quotes you want Written, verbal, and visual messages should be consistent and avoid acronyms and insider baseball

Internal messages speak to ourselves (usually to mobilize) External messages speak to the public (to educate, inform, or pressure)

External messages speak to the public (to educate, inform, or pressure)

An effective message is about what people care about

Think backwards from the headline, visual and key quotes you want

Written, verbal, and visual messages should be consistent and avoid acronyms and insider baseball

THE MESSENGER MATTERS. Are your spokespeople credible? Do they reinforce your message? Do they reflect the diversity of your members and look like “real people” Have you adequately prepared speakers? ask yourself:

Are your spokespeople credible?

Do they reinforce your message?

Do they reflect the diversity of your members and look like “real people”

Have you adequately prepared speakers?