The Big 5 Questions for the NOW Rapid Fire  Communications Planning Building on S.M.A.R.T. Objectives
We can all do this!
What guides our communications?  <ul><li>Passion vs. Getting it Right </li></ul><ul><li>Think 1992 Campaign </li></ul><ul>...
Learn from the Pros Chevron campaign tries to balance need for oil with global warming  – SF Chronicle 9/28/07 Chevron exe...
Visualize One Year – What’s ONE Step I can take? By September, I can… By January, I can… By March, I can… By Next June, I ...
THE BIG 5 Questions <ul><li>What objective are you trying to achieve? Can you make it SMART </li></ul><ul><li>Who is your ...
What objective are you trying to achieve?  Is is SMART? <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>At...
What objective are you trying to achieve?  Is is SMART? <ul><li>What is the hardest element to envision? </li></ul><ul><li...
Who Is Your Key Decision Maker? <ul><li>Think big & unexpected – Aim High </li></ul><ul><li>Goal:  Find & Surround the dec...
What Are Our Assets & Challenges <ul><li>What is your organizational superpower? </li></ul><ul><li>What do YOU do well? </...
Thinking about your audiences <ul><li>YOUR KEY AUDIENCES ARE: </li></ul><ul><li>Elected officials </li></ul><ul><li>Voters...
Thinking about your audiences <ul><li>What other audiences are there? </li></ul><ul><li>Who else matters – think “narrow” ...
Thinking about your audiences Courtesy of HollyMinch.com What News? Who Needs to Hear it? List all key  audiences In What ...
Exercise #2 Building my POA Outreach Plan
Tactical Decisions – What tools can we use? Start with the things you control Pick one new target-centric tool Think – qui...
THE BIG 5 Questions <ul><li>What are you trying to achieve? Can you make it SMART </li></ul><ul><li>Who is your key Decisi...
Dan Cohen Principal Full Court Press Communications [email_address] 510-465-8294
Upcoming SlideShare
Loading in …5
×

Goyette FCP Cook session 2 - Rapid Fire Comm Planning

504
-1

Published on

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

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
504
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Goyette FCP Cook session 2 - Rapid Fire Comm Planning

  1. 1. The Big 5 Questions for the NOW Rapid Fire Communications Planning Building on S.M.A.R.T. Objectives
  2. 2. We can all do this!
  3. 3. What guides our communications? <ul><li>Passion vs. Getting it Right </li></ul><ul><li>Think 1992 Campaign </li></ul><ul><ul><li>“ It’s the economy, stupid.” </li></ul></ul><ul><ul><li>Focus on what works </li></ul></ul><ul><li>You can’t convince everyone. </li></ul><ul><ul><li>Empower your supporters </li></ul></ul><ul><ul><li>Educate the neutrals (give them a home) </li></ul></ul><ul><ul><li>Ignore (and/or isolate) the hostiles </li></ul></ul>
  4. 4. Learn from the Pros Chevron campaign tries to balance need for oil with global warming – SF Chronicle 9/28/07 Chevron executives say they know that an advertising campaign, even one this lavish, won't make everyone love them. The company's market research consistently show that some people approve of oil companies and some despise them. &quot;And it doesn't matter what we say - they're going to feel that way,&quot; said Helen Clark, Chevron manager of corporate brand and reputation. &quot;But there's a large faction in the middle that really is open.&quot;
  5. 5. Visualize One Year – What’s ONE Step I can take? By September, I can… By January, I can… By March, I can… By Next June, I can…
  6. 6. THE BIG 5 Questions <ul><li>What objective are you trying to achieve? Can you make it SMART </li></ul><ul><li>Who is your key Decision Maker? Who determines your success & who influences him/her? </li></ul><ul><li>What are our assets / challenges? </li></ul><ul><li>Given that – who is you target audience & what do they need to hear? </li></ul><ul><li>What Tactics are in your toolbox (and one is, social media) & what are your timing/milestones? </li></ul>
  7. 7. What objective are you trying to achieve? Is is SMART? <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Attainable </li></ul><ul><li>Realistic </li></ul><ul><li>Time-bound </li></ul>
  8. 8. What objective are you trying to achieve? Is is SMART? <ul><li>What is the hardest element to envision? </li></ul><ul><li>How could you be more specific? </li></ul><ul><li>What “new” things could you measure? </li></ul>
  9. 9. Who Is Your Key Decision Maker? <ul><li>Think big & unexpected – Aim High </li></ul><ul><li>Goal: Find & Surround the decision-maker </li></ul><ul><li>Examples: Politicians? Neighborhood leaders? Business? </li></ul>
  10. 10. What Are Our Assets & Challenges <ul><li>What is your organizational superpower? </li></ul><ul><li>What do YOU do well? </li></ul><ul><li>What does your star colleague do well? </li></ul><ul><li>How can you answer the question “only we?” </li></ul><ul><li>What good news/resources are coming soon? </li></ul><ul><li>Who is your Face? </li></ul><ul><li>Who else is out there? Who is doing it better? </li></ul>
  11. 11. Thinking about your audiences <ul><li>YOUR KEY AUDIENCES ARE: </li></ul><ul><li>Elected officials </li></ul><ul><li>Voters </li></ul><ul><li>My own officers </li></ul><ul><li>How READY are they to hear what you are saying? </li></ul><ul><li>What are they already thinking about you? </li></ul>
  12. 12. Thinking about your audiences <ul><li>What other audiences are there? </li></ul><ul><li>Who else matters – think “narrow” </li></ul><ul><li>Who influences those audiences – and how can you find them? </li></ul><ul><li>What are the best ways to reach the audience? </li></ul><ul><li>Shrink them & Surround them </li></ul>
  13. 13. Thinking about your audiences Courtesy of HollyMinch.com What News? Who Needs to Hear it? List all key audiences In What Format? Note the comm. channel By When? From Whom Do They Need to Hear it?
  14. 14. Exercise #2 Building my POA Outreach Plan
  15. 15. Tactical Decisions – What tools can we use? Start with the things you control Pick one new target-centric tool Think – quick, easy, fast, and learn
  16. 16. THE BIG 5 Questions <ul><li>What are you trying to achieve? Can you make it SMART </li></ul><ul><li>Who is your key Decision Maker? Who determines your success & who influences him/her? </li></ul><ul><li>What are our assets / challenges? </li></ul><ul><li>Given that – who is you target audience & what do they need to hear? </li></ul><ul><li>What Tactics are in your toolbox (and one is, social media) & what are your timing/milestones? </li></ul>
  17. 17. Dan Cohen Principal Full Court Press Communications [email_address] 510-465-8294

×