Elev8

551 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
551
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008) Facts are important, and it’s crucial to have them right. But they’re meaningless
  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008) There once was a governor, stood up for working families, wouldn’t raise taxes despite structural deficit, health care for kids, got re-elected, but…
  • Imagine Your Audience How We Began/Who Influenced Us/Founders Obstacles Faced and Problems Solved On-going Benefits Given Examples—specific people Values in Action Before we came on the scene/After we did our thing Accomplishments, Victories, Feeling good! CMW
  • CMW Strategy=goal Getting the boss in the news is not a strategy Three rules Communications is a cost center not a profit center Thank god for the Internet!
  • CMW-Crossroads Messaging Justice May 30, 2008 MISSION OR ORGANIZATIONAL. NOT COMMUNICATIONS Examples: Grow donor base; Build awareness of our organization; Influence public policy, social justice; Recruit new clients & customers; Pass legislation; Poster kids / Case studies of CMW-communicatons for advocacy fundraising, awreness Surveyed 93 groups – 2/3 $$$ eg: “raise $500,000” 10% advocacy such as “change governance leadership and tax money for Bureau of Health Services;” 10% program eg “Graduate 50 resident/stakeholders from leadership workshop trainings” or “Recruit volunteers to man 2 airport USO overnight shifts” “serve 5,500 youth through teen dating violence prevention program.” Rest were “raise awareness of our organization” type goals Take a minute to write down a goal at your table we’ll come back to that later
  • CMW-Crossroads Messaging Justice May 30, 2008 Go deep, not broad—in other words, you want to imagine who are you speaking to? What matters to them? We talk about the most popular radio station in the world—WIFM—What’s In It For Me?--You know you have a good sense of your audience when you can answer that question for them. Five more things you need to know—and how do you know? Where are they? (geography) What are they into? (communities of interest) How old are they? ( brinckerhoff) Boys or girls? How much money do they have?  
  • 1-10-2008 page
  • The NEW News report for the Trust The news is increasingly UNlikely to cover you/your issue no matter how good you are
  • CMW Top 10 online sites on your handout—most are social What is a social network  the tagline of facebook connect and share with the people important in your life); used to do this workshop in 2007 and quote a yahoo head who said back then “sharing will be the next chapter on the World Wide Web” which shows why he was head of yahoo. When we play the game we will see—it’s not just communicating, also collaborating and other stuff
  • Imagine your audience and what they will ask Roleplay, rehearse, build up to the most important news outlets List! Release! CMW
  • Elev8

    1. 1. Stories You Need Now The News Sun Thom Clark Co-Founder & President Community Media Workshop
    2. 2. <ul><li>People receive every message </li></ul><ul><li>in terms of what they already know and believe. </li></ul>
    3. 3. <ul><li>Facts </li></ul><ul><li>Are </li></ul><ul><li>Meaningless </li></ul>
    4. 6. <ul><li>What story do people already know and believe? </li></ul>
    5. 8. Telling stories Storyteller Figure Jalisco, Mexico, AD 100/800 Art Institute Chicago
    6. 9. Turnout Attendance at an event Why We Communicate Awareness Usually traces back to money Advocacy Best to engage audience
    7. 10. What Are Our Goals?
    8. 11. Who Are Our Audiences?
    9. 12. What are our messages? http://www.news.appstate.edu/wp-content/uploads/2007/10/hunterstewart.jpg
    10. 13. Telling Your Story <ul><ul><li>Two stories your organization </li></ul></ul><ul><ul><li>MUST have ready to go: </li></ul></ul><ul><ul><li>Who we are and </li></ul></ul><ul><ul><li>Why we’re here. </li></ul></ul>
    11. 14. Crafting an elevator speech Why we’re here, in about 60 seconds Imagine Your Audience How We Began/Who Influenced Us/Founders Obstacles Faced and Problems Solved On-going Benefits Given Examples—specific people Values in Action Before we came on the scene/After we did our thing Accomplishments, Victories, Feeling good!
    12. 15. <ul><li>Hi! My name is _____ and I work with… </li></ul><ul><li>You know how… (problem) </li></ul><ul><li>Well, what we do is…(feature) </li></ul><ul><li>So that …(benefit) </li></ul><ul><li>We’re kind of like the…(metaphor) </li></ul><ul><ul><li>Feature : the physical traits or description of what you do </li></ul></ul><ul><ul><li>Benefit : a feature translated into a member’s satisfaction. What do the members get because of what you do? </li></ul></ul><ul><ul><li>Metaphor : a comparison that can be funny or startling; goal is to make your work familiar. </li></ul></ul>Crafting an Elevator Speech Who we are, in less than one minute
    13. 16. Tribune and Sun-Times, 1986-2008 Source = Newsbank, March 2009
    14. 17. Couple years ago
    15. 18. Last year
    16. 19. Now
    17. 20. Social Media
    18. 21. Pictures rule http://bit.ly/newsrelease
    19. 22. Add your group to our directory at www.communitymediaworkshop.org And fan us on Facebook! www.facebook.com/ communitymediaworkshop Thank you! [email_address]

    ×