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Dream. Build. Connect. How to use new and traditional media to build a strategic communications plan and campaign A front-page newspaper article about a cause you support is great. An engaged ...

Dream. Build. Connect. How to use new and traditional media to build a strategic communications plan and campaign A front-page newspaper article about a cause you support is great. An engaged Facebook community can do wonders. But bridge those two communications together, sprinkle in the powerful story of your organization, and you have the potential to enact real change.

This daylong seminar is designed for organizational leaders and leads participants through lessons on how to develop your message, where to tell your story and how to pull it all together into a strategic communications plan and campaign. We’ll discuss how to build an annual communications strategy, how and when to layer in social media, mass media and strategic partnerships.   

LEARNING OBJECTIVES:   1. Define strategic communications campaign. 2. Developing core brand messages. 3. Developing a strategic messaging calendar. 4. Developing campaigns to promote an organization throughout the year, to include various public relations and communications methods.

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  • Start with a plan and a system.Know this first…the content is there…even if you don’t see it. Health related? Health recipes? Fitness?The GOAL is to get and keep people engaged so that when you have an event or a specific KEY message, they are already part of your community and seeing your content.
  • Start with a plan and a system.Know this first…the content is there…even if you don’t see it. Health related? Health recipes? Fitness?The GOAL is to get and keep people engaged so that when you have an event or a specific KEY message, they are already part of your community and seeing your content.
  • Courtesy of Natalie Miller Moore of Moore Than Words.
  • Courtesy of Natalie Miller Moore of Moore Than Words.
  • Start with a plan and a system.Know this first…the content is there…even if you don’t see it. Health related? Health recipes? Fitness?The GOAL is to get and keep people engaged so that when you have an event or a specific KEY message, they are already part of your community and seeing your content.
  • This is not a BUILD IT AND THEY WILL COME. Think about the evolution of how we shared information. It used to be around the water cooler. It’s a conversation. It’s just another mechanism in the entire conversation you have with your stakeholder, customers, client, etc.
  • This is not a BUILD IT AND THEY WILL COME. Think about the evolution of how we shared information. It used to be around the water cooler. It’s a conversation. It’s just another mechanism in the entire conversation you have with your stakeholder, customers, client, etc.
  • Facebook, Twitter, Instagram, LinkedIn, Pinterest, Vine, GooglePlus & You Tube.So many platforms, in fact, that there is a book written about the Obama campaign in 2008 and how many social media channels he was on to reach the widest possible audience. -MARKETING THE CANDIDATE.
  • Think about who you are trying to communicate with and then look at the audience the social media platforms attracts and the resources you have at your disposal.It’s a fluid conversation. You may find that some social media platforms don’t work for you. Peace Frogs – Facebook and Pinterest work well. Twitter does not. We’re launching into Instagram.
  • Think about who you are trying to communicate with and then look at the audience the social media platforms attracts and the resources you have at your disposal.It’s a fluid conversation. You may find that some social media platforms don’t work for you. Peace Frogs – Facebook and Pinterest work well. Twitter does not. We’re launching into Instagram.
  • Internet users in an urban environment are more likely to use social media. City dwellers top Twitter and Instagram users.
  • Facebook does not track race. Trying to reach a young African-American population in a city – Instagram and Twitter are likely your targets. Trying to reach a white female – Pinterest.
  • On average, LinkedIn users are older, higher education and more income. Often compared to Facebook because you can share status, photos, links and create company pages.
  • If you are watching a video online, you’re probably linked to or on You Tube. That goes for everyone. Instagram and Facebook have video capabilities. Vine is linked to Twitter.

Dream. Build. Connect. Dream. Build. Connect. Presentation Transcript

  • Dream. Build. Connect. How to use new and traditional media to build a strategic communications plan and campaign A front-page newspaper article about a cause you support is great. An engaged Facebook community can do wonders. But bridge those two communications together, sprinkle in the powerful story of your organization, and you have the potential to enact real change. This daylong seminar is designed for organizational leaders and leads participants through lessons on how to develop your message, where to tell your story and how to pull it all together into a strategic communications plan and campaign. We’ll discuss how to build an annual communications strategy, how and when to layer in social media, mass media and strategic partnerships. LEARNING OBJECTIVES: 1. Define strategic communications campaign. 2. Developing core brand messages. 3. Developing a strategic messaging calendar. 4. Developing campaigns to promote an organization throughout the year, to include various public relations and communications methods.
  • “To connect to people at the deepest level, you need stories.” -Robert McKee
  • What is STRATEGIC COMMUNICATIONS? Exactly what it sounds like. “…infusing communications efforts with an agenda and a master plan. Typically, that master plan involves promoting the brand of an organization, urging people to do specific actions, or advocating particular legislation.”
  • What’s Your Agenda? Who are you trying to reach? Why? BREAKOUT SESSION
  • Yesterday’s Media
  • Yesterday’s Newsroom
  • Yesterday’s News Staff Reporters. Photographers. Editors. Producers. AND MORE!
  • Today’s Media Laid off? On the phone Rumpled jacket 2 screens Coffee powered! Too busy to leave desk for lunch?
  • Today’s Media Rumpled hair…what’s left of it Stressed out posture! Files! s t a c k s Files and more files
  • An Empty Newsroom
  • Today’s News Staff Note the reporter notebook & camera.
  • Today’s News Cycle Update social media News Event Post video and images Publish brief on web site File story for broadcast that evening or morning edition Teaser on social media Return to office and update web site, social media and Blog post Blog post Take photos, get notes, intervie w Attend event / go to scene
  • So how to you reach busy reporters? With the right story.
  • “In an age of 24/7 information, nothing dates faster than factual content. Properly executed stories, on the other hand, offer the possibility of winning hearts as well as minds, while delivering an immersive experience around your products, services and brand assets.” -Robert McKee
  • Strength of the Pitch! • Event • Compelling Story • Statistics • National Trend
  • What stories can you tell? Brainstorming Story Ideas BREAKOUT SESSION
  • TV Media **Sound bites ** Confidence ** **Moving, visual interest**
  • Radio Media **Breaking News ** In Depth Topics ** Music Angle ** ** National Trends **
  • Print Media Daily & Weekly Breaking News Photographs Graphics Statistics Human Interest Lifestyle Investigative
  • Magazines • Storytelling • Compelling trends • Visuals
  • Online Media Social Media, Online News Sites, Bloggers • • • • • • • • Latest, breaking news Man on the street Gritty videos Photos Cuteness Virality Gossip Lifestyle
  • BREAKOUT SESSION What mass media outlets speak to your audience? TV RADIO NEWSPAPERS BLOGGERS NEIGHBORHOOD NEWSLETTERS ONLINE NEWS SITES EMAIL NEWSLETTERS CHAMBERS OF COMMERCE MAIN STREET ASSOCIATIONS FEEDER PUBLICATIONS
  • What Reporters Hate…from HubSpot
  • What Reporters Hate…from HubSpot
  • What Reporters Hate…from HubSpot
  • What Reporters Hate…from HubSpot
  • Always On Deadline • Reporters have a constant sense of urgency –web sites to update, photos to take, videos to edit, Blogs to post to, Facebook and Twitter feeds to maintain…and papers and newscasts to fill with news each day…before their competitor beats them to the story. • Stories for the weekend are being written during the week. Multiple daily deadlines!
  • Caution! • Don’t pitch junk • Opportunities are time sensitive and dissolve if you take too long • Recognize that news needs to be unique OR uniquely told to get the most attention or the best placement • Must incorporate social media into plan • Recognize the different levels of earned media • MEASURE results • A social media update could get traction and go from a blurb to a big story so ….be prepared! -Recommendations developed with Moore Than Words.
  • • News covered in briefs section / evening news • News covered by Blogger • News shared on social media • FRONT PAGE, NAME IN HEADLINE w/ PHOTO! • Factual coverage of event • Profile of key stakeholder established as thought leader The WIN!
  • What SOCIAL MEDIA is NOT?
  • What is SOCIAL MEDIA?
  • The Basics
  • The Basics People living in cities spend the most time on Social Media, at 70% of the population. And women, on average, spend 9% more time on social networking sites than men. –Pew Research Center How many Internet users? WORLD: 2.4 Billion. With a B. –Internet World Stats US: 274 Million.
  • The Basics
  • The Basics
  • The Basics
  • The Basics
  • The Basics: LinkedIn aka Facebook for professionals.
  • The Basics: You Tube
  • Mobile How many times have you looked at your phone since this course started?
  • What is SOCIAL MEDIA news?
  • Social Media News Cycle
  • Social Media = PR Booster • Leverage your news everywhere • Get information on what the audience is interested in with polls, questions and by looking at what gets shared • Gather fans and reward them with timely relevant info • Utilize various platforms for different demographics -Recommendations developed with Moore Than Words.
  • Pulling It Together SOURCE: http://www.previewnetworks.com/blog/tag/earned-media/
  • The Payoff SOURCE: IntersectionConsulting.com/Blog
  • Start With a SINGLE Calendar
  • National Month of XXX The Facts.
  • Build a Plan BREAKOUT SESSION
  • The Process • • • • • Who is the voice? What is your mission statement? How will you measure results? Are you ready for the phone calls? What is your process? – Checklist for items needed before campaign begins. • • • • Photos Videos Routing news for approval Social media management
  • The Media is HUNGRY • They need your news. – Fewer reporters to fill more news space (online, on air, in print). • They want to tell your stories. – Every reporter loves a good story! • You just need to get it in front of them! – Speak their language! Reach them with press releases. Build the buzz around your news on social media. • Get ready!
  • Dream. Build. Connect.