Sharing Your Successes


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How non-profits and education access organizations can use social media to tell their stories

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Sharing Your Successes

  1. 1. Sharing Your Successes Public Relations Strategies for College Access Programs NEOA Conference Friday, April 8, 2011
  2. 2. Overview <ul><li>Where To Start: Strategy v. Tactics </li></ul><ul><li>Identifying Your Successes </li></ul><ul><li>Making Success Tangible </li></ul><ul><li>Where to Promote Successes </li></ul><ul><li>Going Social: Let Your Audience Help Tell The Story </li></ul><ul><li>How-To’s </li></ul><ul><li>Multi-Channel Approach </li></ul>
  3. 3. Where To Start: Strategy v. Tactics <ul><li>A promotion program starts with a story: </li></ul><ul><ul><li>What’s the good news you have to tell? </li></ul></ul><ul><ul><li>Who do you want to tell your story to? </li></ul></ul><ul><li>Your STRATEGY builds from your answers to these questions. </li></ul><ul><li>The TACTICS are chosen based on audience and the kind of information you want to get out. </li></ul><ul><li>There’s no one right way to tell a story. </li></ul>
  4. 4. The Good News Is You Probably Have Some Good News.
  5. 5. Where Do You Find Success? <ul><li>Make a point of identifying your successes: </li></ul><ul><ul><li>Students who overcome barriers & challenges </li></ul></ul><ul><ul><li>Staff accomplishments </li></ul></ul><ul><ul><ul><li>Promotions </li></ul></ul></ul><ul><ul><ul><li>New hires </li></ul></ul></ul><ul><ul><li>Program expansions </li></ul></ul><ul><ul><ul><li>Did you win the grant? </li></ul></ul></ul><ul><ul><ul><li>Are you serving a new population? </li></ul></ul></ul><ul><ul><li>Connections within the community </li></ul></ul><ul><ul><ul><li>Speakers </li></ul></ul></ul><ul><ul><ul><li>Mentions by other news outlets </li></ul></ul></ul><ul><ul><li>News and data </li></ul></ul><ul><ul><ul><li>Surveys </li></ul></ul></ul><ul><ul><ul><li>Program statistics </li></ul></ul></ul>
  6. 6. Your Success <ul><li>DISCUSS: What successes have you seen in your program? </li></ul>
  7. 7. Making Success Tangible <ul><li>Use real stories from real people. </li></ul><ul><li>Use statistics. </li></ul>70% of those lower income families who actively participate in community-based asset-building programs report that their children care more about academics after learning of the family’s commitment to college savings .
  8. 8. Making Success Tangible: Create a hierarchy of information <ul><li>Lead with your main point. </li></ul><ul><ul><li>If your audience only read/heard one thing, what are you trying to communicate? </li></ul></ul><ul><li>Follow up with supporting details, background, quotes. </li></ul>
  9. 9. Making Success Tangible: Consider Your Audience <ul><li>Who are you trying to tell your story to? </li></ul><ul><li>What background knowledge do they already have? </li></ul><ul><li>What holes do you need to fill in? </li></ul><ul><li>Why should they care? (WIIFM?) </li></ul>
  10. 10. Making Success Tangible: Consider Your Audience
  11. 11. Where to Promote Successes Your Website Newsletter Traditional Media: Newspapers & Radio
  12. 12. How-To: Your Website <ul><li>Put the content on your website as the story’s “home base.” </li></ul><ul><li>Give more detail. </li></ul><ul><li>Use visuals like photos or charts. </li></ul>
  13. 13. How-To: Newsletter <ul><li>What it’s good for: reaching a captive audience who already has some knowledge about your program </li></ul><ul><li>Tips and tricks: </li></ul><ul><ul><li>Lead with the main point </li></ul></ul><ul><ul><li>Incorporate photos and visuals to make the text come to life </li></ul></ul>
  14. 14. How-To: Traditional Media <ul><li>What It’s Good For: </li></ul><ul><ul><li>Reaching a wide audience who may or may not already know you </li></ul></ul><ul><ul><li>Validation </li></ul></ul>
  15. 15. How-To: Traditional Media <ul><li>What It’s Good For: </li></ul><ul><ul><li>Reaching a wide audience who may or may not already know you </li></ul></ul><ul><ul><li>Validation </li></ul></ul>
  16. 16. How-To: Traditional Media <ul><li>What It’s Good For: </li></ul><ul><ul><li>Reaching a wide audience who may or may not already know you </li></ul></ul><ul><ul><li>Validation </li></ul></ul><ul><li>Tips and Tricks: </li></ul><ul><ul><li>Create pitches tailored to each reporter </li></ul></ul><ul><ul><li>Research education & lifestyle reporters who will be more likely to print your story </li></ul></ul><ul><ul><li>Find families who will be willing to talk to a reporter </li></ul></ul><ul><ul><li>Write and post press releases as an archive to point back to </li></ul></ul>
  17. 17. Going Social: Let Your Audience Help Tell The Story <ul><li>“ Story-crafting is different than storytelling because the listener takes an active participatory role in how they consume the story. User generated content builds on the base framework created by marketers to create new narratives that are much more powerful and relevant.” </li></ul><ul><li>--David E. Rothacker, BeTuitive </li></ul>
  18. 18. Going Social: Let Your Audience Help Tell the Story <ul><li>DISCUSS: When has a student or colleague been able to help tell your program’s story? </li></ul>
  19. 19. How-To: Going Social <ul><li>The Big 5 </li></ul>
  20. 20. How-To: <ul><li>What It’s Good For: </li></ul><ul><ul><li>Creating a community </li></ul></ul><ul><ul><li>Reaching 2nd degree contacts </li></ul></ul><ul><ul><li>Connecting with similar organizations (new feature!) </li></ul></ul><ul><ul><li>Soliciting feedback & creating discussions </li></ul></ul><ul><li>Tips & Tricks </li></ul><ul><ul><li>Post regularly (several times a week) </li></ul></ul><ul><ul><li>Provide relevant content that’s not just about your program </li></ul></ul><ul><ul><ul><li>Articles </li></ul></ul></ul><ul><ul><ul><li>Photos </li></ul></ul></ul>
  21. 21. How-To: <ul><li>What It’s Good For: </li></ul><ul><ul><li>Up-to-the-minute updates </li></ul></ul><ul><ul><li>Connecting with lots of different people </li></ul></ul><ul><ul><li>Using tags to track topics of interest </li></ul></ul><ul><li>Tips & Tricks </li></ul><ul><ul><li>Get it for your smart phone </li></ul></ul><ul><ul><li>Use a Twitter client to help you manage </li></ul></ul><ul><ul><li>Say Thank You </li></ul></ul>
  22. 22. How-To: <ul><li>What It’s Good For: </li></ul><ul><ul><li>Visual story-telling </li></ul></ul><ul><ul><li>2nd largest search engine </li></ul></ul><ul><ul><li>Students and others to help tell your story </li></ul></ul><ul><li>Tips & Tricks </li></ul><ul><ul><li>Go high definition </li></ul></ul><ul><ul><li>Homegrown feel is often best </li></ul></ul><ul><ul><li>Create a channel </li></ul></ul>
  23. 23. How-To: <ul><li>What it’s good for: </li></ul><ul><ul><li>Connecting with other professionals </li></ul></ul><ul><ul><li>Learning from groups </li></ul></ul><ul><li>Tips & Tricks: </li></ul><ul><ul><li>Create a full profile, including a photo </li></ul></ul><ul><ul><li>Link multiple accounts (Twitter, your website) </li></ul></ul><ul><ul><li>Post updates, notes etc. about current trends </li></ul></ul>
  24. 24. How-To: <ul><li>What it’s good for: </li></ul><ul><ul><li>Being helpful </li></ul></ul><ul><ul><li>Providing tips, manuals and how-to’s </li></ul></ul><ul><ul><li>Reaching people who won’t come to a face-to-face event </li></ul></ul><ul><li>Tips & Tricks </li></ul><ul><ul><li>Create an account </li></ul></ul><ul><ul><li>Upload audio </li></ul></ul>
  25. 25. Multi-Channel Approach <ul><li>Using multiple ways to tell a story allows your audience to read/watch/listen to the story in the places they already use media. </li></ul><ul><li>Channels build upon one another: </li></ul><ul><ul><li>Photos enhance written copy. </li></ul></ul><ul><ul><li>Video presents information visually. </li></ul></ul><ul><ul><li>Statistics give a quick snapshot. </li></ul></ul><ul><li>Incorporating social media into traditional approaches lets the audience participate in crafting the story. </li></ul>
  26. 26. Questions? <ul><li>Jessica Hipp </li></ul><ul><li>Communications Manager </li></ul><ul><li>MEFA </li></ul><ul><li>[email_address] </li></ul><ul><li>@mefatweets </li></ul><ul><li> </li></ul>