@stevevirtue
Non-Profit Disaster 

Communications Recovery
@stevevirtue
the real
Non-Profit Disaster 

Communications Recovery
@stevevirtue
I	 do	 not,	 nor	 have	 I	 ever	 participated	 in	 the	 development,	 	 
distribution	 or	 marketing	 of	 methamphetamine	...
Is	 this	 your	 communications	 

program?	 	 	 
@stevevirtue
the crowd
Cory Richards !
c/o Mashable
!
	 	 	 	 	 
!
	  1.	 brand rebuild
2. c-suite buy in
3. plan, execute & measure
the promise
@stevevirtue
@stevevirtue
the resume
@stevevirtue
@stevevirtue
It’s not about me
It’s	 about	 you	 	 
Turn	 around,	 meet	 someone.	 
This	 isn’t	 wisdom,	 it’s	 just	 my	 experience.	 ...
@stevevirtue
resourceful	 
adaptive	 
dynamic	 
skilled	 
!
!
Cooking is Art!
creative	 
responsive	 
perform	 under	 
pressure
Meth la...
Legionnaires Disease Hostage Situations Labour Relations Issues
Salmonella Poisoning Lead in the Water Student Injuries
St...
the
the
1)	 break	 out	 into	 
small	 groups	 (3-5)
2)	 talk	 about	 your	 
biggest	 challenges
3)	 what	 are	 the	 most	 
imp...
the
@stevevirtue
Communications	 was	 operated	 off	 the	 side	 of	 the	 desk	  	 
There	 was	 no	 strategy	 	 
Website	 was	 all	 about	 t...
the experts
What did you do?
I	 talked	 to	 stakeholder	 groups	 to	 gain	 a	 sense	 of	 what	 they	 thought	 	 	 
Evaluat...
!
who	 you	 have	 
what	 you	 have	 
what	 you	 want	 
what	 you	 need
Evaluate your surroundings
!
your	 allies	 
your	 d...
If you think you are too small to be effective,
you have never been in the dark with a mosquito.
- Anonymous
Little brands, big brands
me, us, we, them
@stevevirtue
Brand:
!
“it’s	 what	 they	 say	 	 
about	 you	 
when	 you’re	 not	 	 
in	 the	 room”
@stevevirtue
there	 was	 no	 brand	 
completely	 derelict	 	 
no	 one	 knew	 what	 brand	 was	 
there	 was	 a	 brand	 strategy,	 but	 n...
the experts
What did you do?
talk	 to	 everyone	 you	 can	 
start	 with	 the	 basics	 of	 brand	 management	 and	 rebuild	...
the boardroom
@stevevirtue
the Challenge
inform	 &	 protect	 
!
what	 we	 do	 is	 easy	 
!
strategy	 -	 not	 products	 	 
@stevevirtue
“Communication is everyone’s
panacea for everything.”

- Tom Peters
!
@stevevirtue
“We	 just	 didn’t	 market	 this	 properly”	 
	 	 	 	 	 “That	 reporter	 is	 a	 hack,	 clearly	 biased.”	 	 
	 	 	 	 	 “How...
Your role isn’t to create
press releases, social media
and website content.
@stevevirtue
Your role is to add value to
corporate imperatives and
provide strategic counsel
@stevevirtue
the experts
I	 tested	 messaging	 and	 strategy	 on	 the	 executive	 team.	 Mostly	 I	 had	 to	 
sell	 them	 on	 taking	 a...
Link	 strategy	 to	 objectives	 
Know	 their	 agenda	 	 
Use	 metrics	 
Set	 timeline	 expectations	 
Be	 an	 expert
Win i...
THe Path Forward!
The Path
Forward
@stevevirtue
"Edison’s	 electric	 light	 
did	 not	 come	 about	 
from	 the	 continuous	 
improvement	 of	 the	 
candle”	 
Oren	 Harari...
There is nothing so useless as
doing efficiently that which
should not be done at all.
- Peter Drucker
@stevevirtue
Stop	 
!
Start	 
!
Continue
the plan
@stevevirtue
What needs to Change?
redefine execution
@stevevirtue
1,500 = $20.00
250,000 = $ 00.12
No	 one	 has	 enough	 money..	 
!
Divide	 your	 audience	 into	 segments	 
to	 ensure	 your	 program	 is	 as	 
effective	 ...
@stevevirtue
Improve your Assets
Step up your game
Change the communications paradigm
Improve your content
Focus on quality, credibilit...
@stevevirtue
@stevevirtue
@stevevirtue
@stevevirtue
the experts
The most important thing we did was undergo a real strategic planning
exercise on our mandate from members, an...
Find the green lights !
Think big, even with small 

budgets!
Avoid the toxins!
Build a plan, share the plan,

measure !
B...
summer reading
@stevevirtue
@stevevirtue
@stevevirtue!
!
about.me/stevevirtue!
!
June 9 MarComForum presentation
June 9 MarComForum presentation
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June 9 MarComForum presentation

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The real Breaking Bad: Underfunded, underutilized and undervalued, non-profit communications disaster recovery. Find out how to clean up other people’s failed efforts and get on to the job at hand. Learn how to clean up the mess, build strategy and get buy-in, in 60 minutes or less. Learn from feedback from non-profit marketing and communications leaders from across North America.

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June 9 MarComForum presentation

  1. 1. @stevevirtue
  2. 2. Non-Profit Disaster 
 Communications Recovery @stevevirtue
  3. 3. the real Non-Profit Disaster 
 Communications Recovery @stevevirtue
  4. 4. I do not, nor have I ever participated in the development, distribution or marketing of methamphetamine or similar substance Quasi-Legal Disclaimer @stevevirtue
  5. 5. Is this your communications 
 program? @stevevirtue
  6. 6. the crowd Cory Richards ! c/o Mashable
  7. 7. ! ! 1. brand rebuild 2. c-suite buy in 3. plan, execute & measure the promise @stevevirtue
  8. 8. @stevevirtue
  9. 9. the resume @stevevirtue
  10. 10. @stevevirtue
  11. 11. It’s not about me It’s about you Turn around, meet someone. This isn’t wisdom, it’s just my experience. This podium is yours next year. You’re here, you have a problem. Commit to fixing it.
  12. 12. @stevevirtue
  13. 13. resourceful adaptive dynamic skilled ! ! Cooking is Art! creative responsive perform under pressure Meth lab = Communicators? @stevevirtue
  14. 14. Legionnaires Disease Hostage Situations Labour Relations Issues Salmonella Poisoning Lead in the Water Student Injuries Streptococcus Labour Relations Bell Times Meningitis Bomb Threats Predators Hepatitis A & B Lumber Jacking Stolen Candy Flood Rabid Bats Fire Student Deaths Mould Bus Accidents • Suicide School Closures Construction Delays • Murder Crumbling Buildings Sexual Assaults • Accidental EQAO Misappropriation of funds • Medical Abused Students Environmentally sensitive land sale @stevevirtue
  15. 15. the
  16. 16. the 1) break out into small groups (3-5) 2) talk about your biggest challenges 3) what are the most important things you do 4) define your allies & antagonists
  17. 17. the @stevevirtue
  18. 18. Communications was operated off the side of the desk   There was no strategy Website was all about the organization but needed to promote the sector No effort to prepare and share key messages to support members No outreach to other groups who could be useful for intelligence 
 gathering and collaboration the experts What did you inherit? @stevevirtue
  19. 19. the experts What did you do? I talked to stakeholder groups to gain a sense of what they thought Evaluated whatever data I had or get get my hands on Determine priorities I think achieving a culture shift internally about how we needed to communicate and who and why we needed to communicate with was a bigger challenge than the external effort @stevevirtue
  20. 20. ! who you have what you have what you want what you need Evaluate your surroundings ! your allies your detractors your parameters your authority @stevevirtue
  21. 21. If you think you are too small to be effective, you have never been in the dark with a mosquito. - Anonymous
  22. 22. Little brands, big brands me, us, we, them
  23. 23. @stevevirtue
  24. 24. Brand: ! “it’s what they say about you when you’re not in the room” @stevevirtue
  25. 25. there was no brand completely derelict no one knew what brand was there was a brand strategy, but no one adhered to it I would rather have started from scratch than the place I was in the experts What was the state of your brand? @stevevirtue
  26. 26. the experts What did you do? talk to everyone you can start with the basics of brand management and rebuild it took a huge effort to explain the value of branding but people needed something to hang on to - and the brand strategy was it we paired our brand strategy with a strategyc planning process that aligned well - it wasn’t easy but it in the end, the effort was totally worth it @stevevirtue
  27. 27. the boardroom @stevevirtue
  28. 28. the Challenge inform & protect ! what we do is easy ! strategy - not products @stevevirtue
  29. 29. “Communication is everyone’s panacea for everything.”
 - Tom Peters ! @stevevirtue
  30. 30. “We just didn’t market this properly” “That reporter is a hack, clearly biased.” “How do we make this go viral?” “Why didn’t we get in the Globe/Post this week?” “Let’s make sure we review and edit quotes before the piece is published?” @stevevirtue
  31. 31. Your role isn’t to create press releases, social media and website content. @stevevirtue
  32. 32. Your role is to add value to corporate imperatives and provide strategic counsel @stevevirtue
  33. 33. the experts I tested messaging and strategy on the executive team. Mostly I had to sell them on taking a new approach  ! I think achieving a culture shift internally about how, with who and why we needed to communicate with was a bigger challenge than the external effort ! To make others believe in the 'should be' you first have to start internally. Once you've gathered support, lay out a step-by-step plan of action for execution ! Program metrics are invaluable to your success @stevevirtue
  34. 34. Link strategy to objectives Know their agenda Use metrics Set timeline expectations Be an expert Win in the Boardroom @stevevirtue
  35. 35. THe Path Forward! The Path Forward @stevevirtue
  36. 36. "Edison’s electric light did not come about from the continuous improvement of the candle” Oren Harari @stevevirtue
  37. 37. There is nothing so useless as doing efficiently that which should not be done at all. - Peter Drucker @stevevirtue
  38. 38. Stop ! Start ! Continue the plan @stevevirtue
  39. 39. What needs to Change?
  40. 40. redefine execution @stevevirtue 1,500 = $20.00 250,000 = $ 00.12
  41. 41. No one has enough money.. ! Divide your audience into segments to ensure your program is as effective as possible - and to use your resources wisely. define segments @stevevirtue
  42. 42. @stevevirtue
  43. 43. Improve your Assets Step up your game Change the communications paradigm Improve your content Focus on quality, credibility and authority
  44. 44. @stevevirtue
  45. 45. @stevevirtue
  46. 46. @stevevirtue
  47. 47. @stevevirtue
  48. 48. the experts The most important thing we did was undergo a real strategic planning exercise on our mandate from members, and how we should be delivering it ! There has been a tendency to build plans around issues and how to address them but not planning that looks at who we are and why and how. ! You will always have an element of reactive communications but take time and do some real, substantial planning for proactive messages. @stevevirtue
  49. 49. Find the green lights ! Think big, even with small 
 budgets! Avoid the toxins! Build a plan, share the plan,
 measure ! Be at the table when the money
 is being divided ! ! final ideas @stevevirtue@stevevirtue
  50. 50. summer reading @stevevirtue
  51. 51. @stevevirtue
  52. 52. @stevevirtue! ! about.me/stevevirtue! !
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