It's so easy to skip right to the fun tactics in PR and social media but it's the communications strategy that sets the course. Lisa Cruz shares some insights on how to better reach your target audience.

2. What we will talk about today
Social Media Frenzy
PR 2.0
Communica>ons strategy
Integra>on of
communica>ons
Crisis Communica>ons
The good, the bad
and the ugly

3. Social Media
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4. Everyone has something to say
More than 50 million
users on Linkedin
TwiHer has about
106 million users
55 million tweets per day!
More than 500 million
Facebook users
35 million Facebook
users update their status
every day for a total of 60
million status updates a day

5. Public Rela>ons 1.0
News releases
Media alerts
Statements
Editorial Coverage
In‐person networking
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6. Public Rela>ons 2.0
Social Media plaQorms
Real >me
Online networking
2‐way
communica>ons
Reaching online
influencers
Social media news
releases
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7. What do PR and Social Media
Have in Common?
Clear and concise
A two‐way conversa>on
Thought leadership
Compelling content
Authen>c
Engaging by pulling
your audience in
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8. Word of
mouth, online
or in person, is
#1 influencer
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9. Let your audience “experience” your brand
through communica9ons
“A recent Cornell study… found that ‘experiences’
are more rewarding than ‘things’ because of the
way people tend to evaluate their happiness by
comparing themselves with others.
For example, it is easier to feel crummy about
some possession of yours if you learn that
someone else has a superior version of it.
Experiences are inherently less comparaBve,”
says one researcher, which means
they tend to bring happiness
regardless of other’s.”
By Lani Rosales on April 13, 2010

10. Your Communica>ons Strategy
Who are you trying to reach?
Is communica>ons part of your overall roadmap?
What is your posi>oning
statement?
How will you
communicate experience?
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11. Without a strategy …
If you don’t have a
roadmap, you don’t know
where you are going
If you don’t know where
you are going, you’ll never
reach your goals
If you don’t reach your
goals, or show progress, you
might be looking for a new
job! 11

12. The Essen>al elements of a
communica>ons strategy
Review your efforts to date
… effec>ve?
What do you want your
communica>ons to achieve?
Visitors
Dona>ons
Web site traffic
Engagement
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13. Essen>al elements cont.
Who is your audience?
And don’t forget your influencers or
secondary audiences
What is your >meline?
Do your communica>ons sound like your brand
“personality?”
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14. Communica9ons Strategy
Messaging
‐key messages
‐address pain points
‐tone/context
Engage
‐where target
audiences are
communica>ng
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15. Communica>ons Strategy:
Case Study
Performing Arts Center wants
to raise $5 million in next year
On‐going events include
quarterly shows
Research shows that the greatest
donor poten>al is ages 55‐65
Case study is developed
(with this age group in mind)
How do you reach this
demographic? 15

16. “Savvy brands
Where are these
join communi2es
where the exist,
donors talking?
rather than
solely trying to
coax customers
Where are they gemng
to the corporate their informa>on
website through from?
disrup2ve
tac2cs.”
‐‐Jeremiah Owyang
Is there a secondary
audience? Influencers?
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17. Case Study cont.
Pitch a story to the local newspaper for coverage
when it is >mely (they are not in Florida)
Facebook page includes reaching younger locals
who are interested in
upcoming exhibits
Upcoming art exhibit
creates buzz with halo
effect (to donors)
Adult children talk about
exhibit to parents
(poten>al donors)
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18. Integra>on of communica>ons
Repeat story/message in a variety of ways so
donor can’t help but see it…and experience it.
Think about their
behaviors
Where do they read
their news?
Are they snowbirds?
Who do they listen to?
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19. S>ck with communica>ons
It does not start and stop
Frequency is key
Keep measuring to monitor effec>veness
Google analy>cs
Engage
Tweak as necessary
It’s a conversa>on!
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20. It’s not a ques>on of if,
it’s a ques>on of when
Think holis>cally
Respond in near real >me
Transparency in
communica>ons is crucial
Immediacy is a must
You need expert
communicators who are:
Honest, transparent,
forthcoming, reliable
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21. Crisis Communica>ons cont.
Remember your brand’s personality
Consistency in messaging
Where and how are you going to respond?
Social media channels
Blog
News Release
Video
All of the above? 21

22. The good, the bad and the ugly
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23. On‐going Conversa9ons
Numerous interac>ons on page
Pos>ng informa>on that their audience wants
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24. Communica9ons work of art
Why this works
Unexpected
Engaging
A welcome to
their FB page,
much like you
would experience
at their front door
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25. What does this web site
communicate?
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26. Intriguing content
Behind the
scenes with
DreamGirls
Compelling
interview
with Director
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27. Your target audience expects
Cheat Sheet engagement and experience
Today’s key
take‐aways:
Have a carefully thought out
communica>ons strategy with
measurable goals
Communicate like your brand –
give it a personable voice
Be prepared for crisis in
mul>ple plaQorms
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