Goyette FCP Cook - Session 1 - Understanding Audiences

New Strategies for Political Engagement in a Post-Wisconsin World Session 1 – Strategic Communications & The Role of Your Association You can do this! * Lifetime Guarantee Included *

Dan Cohen, Principal Full Court Press Communications [email_address] @DCSTPAUL & @FullCourtPress
510-271-0640
Josh Cook
Cook Government Affairs
[email_address]
916-233-5553

We can all do this! Take one step…
In the next 5-7 days:
Think about where you stand today
Think about who are your friends & opponents
Start working on a game plan & ask for help

Exercise #1: Find out who your friends are

What is success? How do you get there?
Planning now means success later
Do a few things really well – prioritize
Stay focused on your goals
Use the media & other dissemination strategies to achieve them.

Make a Plan to Communicate
Make communications an organizational priority
Think “Dissemination” not “Media Relations”
Go beyond the media
Own your target audiences
Utilize proven resources/Ask for help
Smart Chart
Communications Trainings
Ask your team – we are living in a communications culture

So…You’re New To This?
Your skills apply.
You can think .
You can write .
You can use a telephone .
All of your daily work skills are transferable.
Persuasion
Cajoling
Consensus building

YOU are the network
You know the field and have the “rolodex”
You have the network & are doing the networking
You are visible to communities that matter
You are the frontline of communications

Public Speaking Fundamentals
Be Prepared
Do your homework
Is it better to be right? Or effective?
Being right means you need to be confrontational
Being effective means you actually make headway
Connect – dry facts won’t do it
Always come home to your key messages
Regardless of the question asked, know the top issues you want to discuss and always come back to them.

Where Is Your Audience?
Start where they are
55% of Americans watch TV news every day
41% read newspapers
41% listen to radio news
16% consume online news
80% getting daily news from these mainstream sources
(Source:Pew Center for People in the Press 2004)
Slide courtesy of SPIN Project Media Training

Where Is Your Audience? Pew 2007

Where Is Your Audience? Pew 2010

Where Is Your Audience?

BEYOND the Mainstream Media
Think beyond the Mainstream Media
Where is your target audience?
Who do they rely on for information?
How do they make decisions?
Strategies for Broader Dissemination
Ethnic Media
Internet Communications – blogs, social networking, user-created content
Specialty Publications
Direct communications – FIND THEM

What is the role of my Association?

Know your strengths
"As you know, you go to war with the army you have, not the army you might want or wish to have at a later time."

— Defense Secretary Donald Rumsfeld

Associations & Concerns
Two priorities:
Pay & Benefits
Working conditions
You will win when you come to consensus and get buy-in on these priorities & the balance between them

Determine what “Winning” looks like
Avoid division – among ideas & people
Develop a core group of “doers” & hold them accountable
Fix your house first – focus at first on “internal” communications
There are lots of ways that “evil doers” infiltrate and use the divide and conquer tactic on officer associations

Goyette FCP Cook - Session 1 - Understanding Audiences

by Dan Cohen on May 12, 2011

Accessibility

Categories

Upload Details

Usage Rights

Statistics

Goyette FCP Cook - Session 1 - Understanding Audiences Presentation Transcript