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Owosso nonprofits

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  • 1. Strategic Messaging:From “Get the Word Out” to “What’s the Word?”
    Tim Penning, Ph.D., APR
    School of Communications
    Grand Valley State University
  • 2. Contact Info
    • Email: penningt@gvsu.edu or penningink@chartermi.net
    • 3. Twitter: twitter.com/penningink
    • 4. Blog: www.gr-pr.blogspot.com
    • 5. This presentation will be available on slideshare: http://www.slideshare.net/penningink
  • Opening Exercise
    What are the “communication frustrations” for your nonprofit organization?
  • 6. My biggest frustrations:
    “We just need to raise awareness”
    “We just need to get the word out”
  • 7. Need to get beyond “just”
  • 8. Success is Planned
    Research based
    Objectives
    Strategies
    Tactics
  • 9. Objectives
    2 Os
    Output – what WE do
    Outcome – what our PUBLICS do in response
    3 As
    Awareness
    Attitude
    Action
  • 10. 4 Elements of a Good Objective
    One specific public
    One desired outcome
    A timeframe by which that outcome happens
    A way to measure
    Ex: Increase to 30% the percentage of our donors who give more than once a year by December 31, 2011.
  • 11. Activity
  • 12. How to Meet Objectives?
    STRATEGY!
    But what is strategy?
  • 13. Strategy is…
    The thought behind the message
    The reason you’re confident it will be effective
    A consideration of more than “getting the word out”
  • 14. Types of communication strategies
    Timing of the message
    Targeting and segmenting publics
    The medium used
    Partnerships
    Intervening publics, opinion leaders
    **Message appeal
  • 15. Need to get audiences to:
    Pay attention
    Understand message
    Believe message
    Remember
    Respond—change mind, act on message
  • 16. Paying Attention
    “Media uses and gratifications” theory
    Passive/active audiences
    Triggering events
  • 17. Understand Message
    Clarity—no jargon, acronyms, assumed understanding
    Relevance
    Tone/voice—proclamation or conversation; 1st, 2nd or 3rd person voice
  • 18. Believe the Message
    Source credibility (sincerity, expertise, charisma)
    Cognitive dissonance (predisposition)
    Attribution theory (perceived intentions)
    Involvement
    High = central processing = WHAT is said
    Low = peripheral processing = WHO says it
  • 19. Remember the Message
    Make it memorable, personally relatable
    Repetition
    Message consistency
    Multiple tactics (media mix)
    Multiple sources
  • 20. Act on Message
  • 21. Adoption Process Affected by “Diffusion of Innovation”
  • 22. Activity
    Think of a public and a message you want them to adopt.
    How would you strategically lead them through the process?
  • 23. Message Appeals
    Laswell’s 8 basic appeals
    Power
    Wealth
    Respect
    Skill
    Well-being
    Affection
    Enlightenment
    Physical and mental vitality
  • 24. Appeals—Maslow’s Hierarchy
  • 25. Message Content, Structure
    Drama, anecdote
    Statistics
    Surveys and polls
    Examples, how-to
    Testimonials, endorsements
    Emotion
    Call to action
  • 26. PR Ethics
    NOT ‘spin’
    Advocacy of a point of view
    Enable informed decision making
    Provide information
    Build or maintain relationships
  • 27. Tactics
    What are you using now? (Are they appropriate?)
    Web site (which can include all that follows)
    Social media
    Annual report
    Newsletter
    Advertising
    Media relations, op-eds
    Brochures, reports
    Events
  • 28. Reach and Persuasion
  • 29. Final activity
    Go to your publics and objectives list
    Come up with a strategy
    Write a key message based on the strategy
    Pick an appropriate tactic to deliver the message
  • 30. Questions, Discussion