Communications Breakout - Jeff Chickering & Nicole Kasin - Friday - Regionals 2011

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Communications Breakout - Jeff Chickering & Nicole Kasin - Friday - Regionals 2011

  1. 1. Communicating with Licensees and the Public<br />Presented by:<br />NASBA Communications Committee<br />Regional Meeting Breakout Session – 2011<br />Jeff Chickering, Chair<br />
  2. 2. COMMUNICATIONS COMMITTEE CHARGE<br />“Develop and promote innovative and unique<br />programs and methods for communications by<br />state boards of accountancy and NASBA with<br />other agencies, consumers, the CPA profession,<br />related professionals and legislative bodies.” <br />
  3. 3. NASBA COMMUNICATIONS COMMITTEE OBJECTIVES 2010-2011<br />SOCIAL MEDIA SUBCOMMITTEE<br />Continued from 2010, the subcommittee has centered its efforts on enhancing social media awareness and outreach initiatives for state boards of accountancy.<br />Members: Lisa Hearne, Chair (NC), Nicole Kasin (SD), Jim Abbott (ND), Lisa Stickel (TN), Sally Flowers (CA)<br />TARGET AUDIENCE STRATEGIES & TOOLS (TAST) SUBCOMMITTEE<br />Formerly the Macro Issues subcommittee, TAST identifies ways in which state boards and NASBA can better communicate both purpose and function to target audiences including: candidates, professional groups, regulatory bodies and the public.<br />Members: Sandra Suran, Chair (OR), Mark Hobbs (SC), Leonard Sanchez (NM), Michael Comer (OH)<br />IN-REACH SUBCOMMITTEE<br />This newly established initiative is responsible for reaching out to fellow NASBA Committees to identify opportunities for collaboration in an effort to collect feedback on related issues impacting state boards of accountancy.<br />Members: Jim Abbott, Chair (ND), Ed Rudert (NY), Melvin Bush (CO), Nicole Kasin (SD)<br />
  4. 4. HOW IS YOUR STATE BOARD CONNECTING WITH LICENSEES & THE PUBLIC?<br />
  5. 5. CREATIVELY COMMUNICATING WITH A LIMITED BUDGET. . .<br /><ul><li>ELEVATOR SPEECH
  6. 6. PRESS RELEASES & MASS EMAILS
  7. 7. SOCIAL MEDIA CHANNELS
  8. 8. BROCHURES & POSTERS
  9. 9. PARTNER WITH YOUR STATE SOCIETY
  10. 10. HOST PUBLIC BOARD MEETINGS ON COLLEGE CAMPUSES</li></li></ul><li>ELEVATOR SPEECH…30-SECOND COMMERCIAL<br /><ul><li>An “elevator speech” or “30-second commercial” is a well-practiced overview/description about an idea, product, service or organization that anyone in any business should be able to understand in the time it would take to ride up an elevator.
  11. 11. This is a great way to help others understand the purpose and function of your State Board.</li></li></ul><li>ELEVATOR SPEECH…30-SECOND COMMERCIAL<br />Instead of . . .<br /> <br />I am_________ the Director or Board Member with the_________ State Board of Accountancy (this may receive a blank look back from the individual in the public you are dealing with).<br /> <br />Try using . . .<br /> <br />Are you familiar with a doctor receiving a license to practice medicine? I do the same for the public with a board known as the _________ State Board of Accountancy. State Accountancy Boards license Certified Public Accountants (CPAs), protect the public in regards to those licensed as CPAs and also regulate the practice of public accountancy.<br />
  12. 12. PRESS RELEASES<br />A written communication prepared for distribution to the media for the<br />purpose of announcing newsworthy information to targeted<br />audiences/general public. Preparation is simple and distribution is FREE!<br /><ul><li>Basic Components of a Press Release:
  13. 13. Headline: used to grab the attention of journalists and briefly summarize the news
  14. 14. Dateline:contains the release date and usually the originating city of the press release
  15. 15. Introduction: first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why
  16. 16. Body:further explanation, statistics, background, or other details relevant to the news
  17. 17. Boilerplate:generally a short "about" section, providing independent background on the issuing company, organization, or individual
  18. 18. Close: in North America, the symbol "-30-" or ### appears after the boilerplate or body and before the media contact information, indicating to media that the release has ended
  19. 19. Media contact information: always include the name, phone number, email address for the PR contact person</li></li></ul><li>PRESS RELEASES & MASS EMAILS<br />COMMON USES BY STATE BOARDS<br /><ul><li>To communicate general Board announcements to media and public
  20. 20. To formally announce names of candidates who successfully pass the CPA Examination
  21. 21. To introduce new board members and elected officers
  22. 22. To inform public of licenses relinquished
  23. 23. To announce when State Board members are appointed to NASBA Committees and/or elected offices
  24. 24. To announce renewal reminders</li></li></ul><li>SOCIAL MEDIA<br />“Socialnomics” Revolution Video<br />
  25. 25. SOCIAL MEDIA<br />COMMON USES BY STATE BOARDS<br /><ul><li>Increase awareness of Board’s mission and function
  26. 26. Post Calendar of Events
  27. 27. Announce CPA Exam score releases
  28. 28. Recognize Candidates who successfully pass the Exam
  29. 29. Post updates and timely articles regarding the accounting profession
  30. 30. Introduce public to Board staff
  31. 31. Remind CPAs about license renewal deadlines</li></li></ul><li>COMMON SITES USED BY GOVERNMENT AGENCIES<br />Blogger<br />YouTube<br />Facebook<br />Flikr<br />Twitter<br />RSS Feed<br />And some new ones….<br />Scribd.com<br />UStream.tv<br />
  32. 32. Facebook - FREE<br />Facebook is a Social Network<br /><ul><li>Post your status in 420 characters or less
  33. 33. Business pages have ‘fans’, not friends
  34. 34. Share your photos or videos
  35. 35. Send direct messages
  36. 36. Notify fans about events or meetings
  37. 37. Comment on anything
  38. 38. Redirect fans to your organization’s Website</li></li></ul><li>Twitter - FREE<br />Twitter is a Micro-blog<br /><ul><li>140 character limit
  39. 39. Sign up and “follow” posters
  40. 40. Post “tweets” about anything
  41. 41. Include links to other information
  42. 42. Send/receive via Web or mobile device
  43. 43. RT (retweet) & D (direct message) & @ (public replies)
  44. 44. Can link with FB page for consistency</li></li></ul><li>Follow NASBA<br />NASBA Overall Brand and CPA<br />Exam Candidate Information<br />NASBA Products and Services, CPA <br />and Financial Professionals<br /><ul><li>Facebook – /NASBA Talks
  45. 45. Twitter - @NASBA_Talks
  46. 46. LinkedIn – Learning Providers :: NASBA Learning Provider Forum
  47. 47. LinkedIn :: NASBA Financial Professionals Forum
  48. 48. Facebook - /NASBA
  49. 49. Twitter - @NASBA
  50. 50. Flickr – /NASBA100
  51. 51. YouTube - /NASBA
  52. 52. LinkedIn - /NASBA</li></li></ul><li>Social Media Resources<br />RSS Feeds: feedburner.com<br />Feed Readers: feedly.com, reader.google.com, itunes.com<br />Blogs: blogger.com, wordpress.com<br />Widgets: usa.gov, widgets.yahoo.com, widgetbox.com<br />Photo Sharing: Flickr.com, webshots.com, photobucket.com<br />Video Sharing: Youtube.com, vimeo.com, motionbox.com<br />Live Video Streaming: UStream.tv<br />Social Networking: Facebook.com, MySpace.com<br />Twitter: Twitter.com<br />
  53. 53. Government Resources<br />USA.gov: list of Federal blogs, widgets, and more<br />WebContent.gov: lots of information about social media and government<br />GovLoop.com: Social Network for government employees<br />NAGW.org: National Association of Government Webmasters<br />GoWProNJ.net: Gov’t Web Professionals of NJ<br />

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