Goyette FCP Cook - Session 1 - Understanding Audiences


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Part one of the Goyette Law Firm day of communications planning for public employees

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Goyette FCP Cook - Session 1 - Understanding Audiences

  1. 1. 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 *
  2. 2. <ul><li>Dan Cohen, Principal Full Court Press Communications [email_address] @DCSTPAUL & @FullCourtPress </li></ul><ul><li>510-271-0640 </li></ul><ul><li>Josh Cook </li></ul><ul><li>Cook Government Affairs </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>916-233-5553 </li></ul></ul>
  3. 3. We can all do this! Take one step… <ul><li>In the next 5-7 days: </li></ul><ul><li>Think about where you stand today </li></ul><ul><li>Think about who are your friends & opponents </li></ul><ul><li>Start working on a game plan & ask for help </li></ul>
  4. 4. Exercise #1: Find out who your friends are
  5. 5. What is success? How do you get there? <ul><li>Planning now means success later </li></ul><ul><li>Do a few things really well – prioritize </li></ul><ul><li>Stay focused on your goals </li></ul><ul><li>Use the media & other dissemination strategies to achieve them. </li></ul>
  6. 6. Make a Plan to Communicate <ul><li>Make communications an organizational priority </li></ul><ul><li>Think “Dissemination” not “Media Relations” </li></ul><ul><ul><li>Go beyond the media </li></ul></ul><ul><ul><li>Own your target audiences </li></ul></ul><ul><li>Utilize proven resources/Ask for help </li></ul><ul><ul><li>Smart Chart </li></ul></ul><ul><ul><li>Communications Trainings </li></ul></ul><ul><ul><li>Ask your team – we are living in a communications culture </li></ul></ul>
  7. 7. So…You’re New To This? <ul><li>Your skills apply. </li></ul><ul><ul><li>You can think . </li></ul></ul><ul><ul><li>You can write . </li></ul></ul><ul><ul><li>You can use a telephone . </li></ul></ul><ul><li>All of your daily work skills are transferable. </li></ul><ul><ul><li>Persuasion </li></ul></ul><ul><ul><li>Cajoling </li></ul></ul><ul><ul><li>Consensus building </li></ul></ul>
  8. 8. YOU are the network <ul><li>You know the field and have the “rolodex” </li></ul><ul><li>You have the network & are doing the networking </li></ul><ul><li>You are visible to communities that matter </li></ul><ul><li>You are the frontline of communications </li></ul>
  9. 9. Public Speaking Fundamentals <ul><li>Be Prepared </li></ul><ul><li>Do your homework </li></ul><ul><li>Is it better to be right? Or effective? </li></ul><ul><ul><li>Being right means you need to be confrontational </li></ul></ul><ul><ul><li>Being effective means you actually make headway </li></ul></ul><ul><li>Connect – dry facts won’t do it </li></ul><ul><li>Always come home to your key messages </li></ul><ul><ul><li>Regardless of the question asked, know the top issues you want to discuss and always come back to them. </li></ul></ul>
  10. 10. Where Is Your Audience? <ul><li>Start where they are </li></ul><ul><li>55% of Americans watch TV news every day </li></ul><ul><li>41% read newspapers </li></ul><ul><li>41% listen to radio news </li></ul><ul><li>16% consume online news </li></ul><ul><li>80% getting daily news from these mainstream sources </li></ul><ul><li>(Source:Pew Center for People in the Press 2004) </li></ul><ul><li>Slide courtesy of SPIN Project Media Training </li></ul>
  11. 11. Where Is Your Audience? Pew 2007
  12. 12. Where Is Your Audience? Pew 2010
  13. 13. Where Is Your Audience?
  14. 14. BEYOND the Mainstream Media <ul><li>Think beyond the Mainstream Media </li></ul><ul><li>Where is your target audience? </li></ul><ul><li>Who do they rely on for information? </li></ul><ul><li>How do they make decisions? </li></ul><ul><li>Strategies for Broader Dissemination </li></ul><ul><li>Ethnic Media </li></ul><ul><li>Internet Communications – blogs, social networking, user-created content </li></ul><ul><li>Specialty Publications </li></ul><ul><li>Direct communications – FIND THEM </li></ul>
  15. 15. What is the role of my Association?
  16. 16. Know your strengths <ul><li>&quot;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.&quot; </li></ul><ul><li>  </li></ul><ul><li>— Defense Secretary Donald Rumsfeld </li></ul>
  17. 17. Associations & Concerns <ul><li>Two priorities:  </li></ul><ul><li>Pay & Benefits </li></ul><ul><li>Working conditions  </li></ul>You will win when you come to consensus and get buy-in on these priorities & the balance between them
  18. 18. Determine what “Winning” looks like <ul><li>Avoid division – among ideas & people </li></ul><ul><li>Develop a core group of “doers” & hold them accountable </li></ul><ul><li>Fix your house first – focus at first on “internal” communications </li></ul>There are lots of ways that “evil doers” infiltrate and use the divide and conquer tactic on officer associations