International Development Program – Fall, 2012 Week 1 – Sept. 4, 2012 Professor: Leslie Hetherington, MBA, APR
Accredited Public Relations (APR) Practitioner 20+ years PR/Marketing Communications – focus on integrated external communications Current: Director, Communications, Hardy Stevenson and Associates Limited Prior: Director, Communications, Pet Valu VP, Prof. Services & Technology, Maverick PR 2008/09 Past-president, International Assoc. of Business Communicators/Toronto IABC & CPRS Awards for Media Relations MBA, PR & Communications Management, Royal Roads University and PR Certificate, Humber College
1. By email: firstname.lastname@example.org (for fastest response)2. By Blackboard: Discussion area3. By Face-to-Face: ◦ In office, By appointment (Tuesdays, 2 – 3:15 pm)
What NGOs do you want to work in? Why? What do you feel you can accomplish? What impact do you feel you can have?
Draw numbers Move into your groups Develop group name List names, emails & contact numbers ◦ For reference during course ◦ Long-term, pending consent
In your groups, based on a recent international/ volunteer experience discuss: 1. An example of a kind of change you brought (or wanted to bring) to the work you did? 2. How did/would you propose change or an initiative of some kind to (one of the following): Those above me in the organization Those who I work with Those people I serve 3. What role did/would communications, marketing or fundraising play?
1. How can you bring about change without communicating it?2. How can people talk to you about the changes they want to see without communicating?3. How do you talk to individuals, groups or a mass market?4. How can you listen as individuals, groups and mass markets talk to you?
Differences between: marketing/communications/fundraisingFlow of ideas/how to communicate clearly
What are the differences? Audience Scope Goals Cost
Audience: “Customer” ◦ Someone who wants to buy your good or service Goal: Create transactions/exchanges
Product Price (Service) Customer/ Client Place Promotion(Distribution)
Innovative Package Advertorials New Dist. Channels Direct Mail Pricing (Promos/Deals) Special Events Advertising Branded Giveaways Collateral Videos Websites Podcasts Social Media Contests Sponsorships
Audience: Various Stakeholders: 1. Target audience(s) 2. Influencers ◦ Any person or group that can impact your organization Goal: Inform, Advocate, Persuade
Employees/Volunteers: Promise of Investors: Commitment Promise of Partners: Value Employees/ Promise of Investors: Volunteers: Collaborations Threat of Threat of Value Rogue Partners: Behaviour Threat of Activists: Defection Promise of Advocacy Activists: Customers: Threat of Promise of Boycott Loyalty ORGANIZATION Customers: Threat ofMedia: Promise Media: Misunderstanding of Favourable Threat ofMedia Coverage Exposure Regulators: Community: Threat of Threat of Legal Action Regulators: Illegality Promise of Community: Favourable Promise of Regulation Legitimacy
News Releases “Ghost Writing” Story Ideas/pitches Video Releases to reporters Newsletters Letters to the Events Editor Speeches Articles (business Blogger Outreach publications) Social Media
Marketing (Promotions) Marketing Communications Focus, Audience, Obje ctive, EvaluationCommunications
Audience: Donor ◦ Providing an opportunity for someone to fund a change in the world ◦ In return for: direct impact and change…plus other benefits Goal: Raise funds
Donor Program Building/ EndowmentNGO to be Funded
1. Minimize Words & Use Simpler Words: as a means of = to in order to = to at a later date =later pertaining to = of, about at the present time = related to = of now, to date so as to = to with regard to = about utilize = use the majority of = most accordingly = so for the purpose of = constitutes = to, for forms, makes up reliant = relies
2. Follow Canadian Press Basics: ◦ Spell-out numbers up to ten, and use numeric figures for those 10 and higher ◦ Always spell-out a number when it is the start of a sentence3. Words to avoid or remove: ◦ Eliminate „that‟ when possible ◦ Avoid qualifiers, like very, rather... (Replace „very,‟ if needed, with a stronger word) ◦ Don‟t add „ly‟ to adverbs (first not firstly)
Avoid: Possible Alternatives:Get generate, garner, fosterCheap cost-effective, inexpensive, reasonableBit minimal, someA lot significant/large amountHe/She, His/Her they, theirMake it happen facilitate, enable, allowProblem challenge
Generate coverage Raise funds Secure sponsorships Foster or forge relationships/alliances Recruit volunteers Garner support Enable or facilitate a process (vs. allow)
4. Best Practices: a) Write shorter sentences (30 or less words) b) Generally use 3rd person for documents 2nd person for correspondence but….this is changing with social media c) Format Counts – Use Sub-heads and bullet points (in business writing – including your Case Studies) d) Use active voice, as much as possible
5. Classic Challenges: 1) An organization is „it‟ (and its), not they/their 2) When writing double plurals, make second word plural 3) Use that when connected clause is mandatory for sentence; use which for „add-on‟ clauses/points 4) Use „they‟ instead of he/she 5) Use fewer to describe a quantity you can count and less to describe something you can‟t count More re stylistic (but useful): 1) Use „more than‟ & „less than‟ for quantities (vs „over‟ & „under‟) 2) Don‟t use „,‟ with „and‟ – one will do 3) Avoid and/or – select one, if possible
Several thousand people were killed by the earthquake Spanish is to be spoken at the conference Sushi is being eaten by the guests The loan is facilitated by an MFI
Passive: It is recommended that communication be improved to clarify that the purpose of the organization is to cyclically reinvest money in developing world initiativesActive (revised – one of many options): A communications strategy will clearly inform investors that XZY loans can be reinvested in developing world initiatives
Evaluation Grade %Written Case Studies1, 2 & 3 (10% each) 30%Written Case Study 4 15%Strategic Tactic Presentation 10%Mid-Term Quiz 10%Final Exam 20%Team Peers Evaluation 10%Class Participation/Discussions 5% Total: 100%
Task: Determine what organization requires – to best meet communication needs No right answer but groups… ◦ Expected to outline opportunities & challenges each organization will face in fulfilling strategy ◦ Need to justify expected results stemming from recommendations 4 Case Studies ◦ Groups submit written summary for each of the 4
1. Background (1)2. Situation Analysis (2)3. Goal (1)4. Audience (1)5. SMOT or PEST Analysis (2)6. Strategy/Recommendations (3)Format: 2-3 pages, 1-1.5 spacing, 11-12 pt fontMarks deducted for spelling/grammar/punctuation
What is the country? Who are the people? What is the context for this case that you will be talking about? Example (fictional) – ◦ Pangnirtung is a small settlement in far north of the Northwest Territories. ◦ Women of settlement have long made beautiful garments of Inuit origin.
What is the problem to be solved? (How can current marketing, fundraising or communications be improved?) Define problem you are trying to solve Example: Women of the collective feel they can produce enough garments to sell some in the south but problem is distance They are very far from their market and don‟t understand selling techniques that can help them penetrate southern markets Have access to technological support and resources
What single outcome do you want to achieve? (What end will best fix this?) What discipline will you focus on to do this? (communications, fundraising, marketing) Summarize in a single sentence Example: A communications strategy will be used to overcome the problem of distance and enable the women‟s collective to market their clothing directly to people in the south.
Name your target audience for your plan Example: ◦ Prospective customers in south ◦ Existing customers ◦ Partners
Political FactorsEconomic FactorsSocietal FactorsTechnological Factors
How will you use marketing, PR/communications or fundraising to resolve the problem? Name the vehicles and outline the process What critical success factor(s) are there (if any)? Choose „one‟ unified strategy Example: The women‟s collective can mitigate the problem of distance by using an internet marketing strategy to sell their clothing through a website and social media channels. Training will be required to give them the online skills and southern sales techniques through partnerships(Opportunity- availability of high speed internet in the region)
Team Topic Presentation Date1 Guerilla Marketing Sept. 252 Infographics Sept. 253 YouTube Sept. 254 Beta-Roll (B-Roll) Video Oct. 25 Letters to the Editor Oct. 26 Podcasting Oct. 237 Pinterest Oct. 238 Facebook Oct. 309 Opinion Editorials (OpEds) Oct. 3010 LinkedIn Oct. 3011 Direct Mail Nov. 1112 eNewsletters Nov. 1313 Blogs Nov. 2014 Twitter Nov. 2015 QR Codes Dec. 416 Contests/Gamification Dec. 4
Review Trial Case Study: NYT Women in India Read: ◦ Potential Development Communications article ◦ Marketing the $100 laptop article Start Case Study 1 – Kiva (on Blackboard) ◦ Due Sept. 18 (all groups)