Don't forget the strategy!

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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.

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Don't forget the strategy!

  1. 1. 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

  2. 2. Social
Media 3

  3. 3. 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

  4. 4. Public
Rela>ons
1.0
   News
releases
   Media
alerts
   Statements
   Editorial
Coverage
   In‐person
networking
 5

  5. 5. Public
Rela>ons
2.0
   Social
Media
plaQorms
   Real
>me
   Online
networking
   2‐way

 communica>ons
   Reaching
online
 influencers
   Social
media
news
 releases
 6

  6. 6. 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
 7

  7. 7. Word
of
 mouth,
online
 or
in
person,
is
 #1
influencer 
 8

  8. 8. 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


  9. 9. 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?
 10

  10. 10. 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

  11. 11. 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
 12

  12. 12. 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?”
 13

  13. 13. Communica9ons
Strategy
 Messaging
 ‐key
messages
 ‐address
pain
points
 ‐tone/context
 Engage
 ‐where
target

 audiences
are
 communica>ng
 14

  14. 14. 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

  15. 15. “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?
 16

  16. 16. 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)
 17

  17. 17. 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?

 18

  18. 18. 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!
 19

  19. 19.   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
 20

  20. 20. 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

  21. 21. The
good,
the
bad
and
the
ugly
 22

  22. 22. On‐going
Conversa9ons 
  
Numerous
interac>ons
on
page
  
Pos>ng
informa>on
that
their
audience
wants
 23

  23. 23. Communica9ons
work
of
art
 Why
this
works
  
Unexpected
  
Engaging
  
A
welcome
to
 their
FB
page,
 much
like
you
 would
experience
 at
their
front
door
 24

  24. 24. What
does
this
web
site
 communicate? 
 25

  25. 25. Intriguing
content 
   Behind
the

 scenes
with

 DreamGirls
   Compelling

 interview

 with
Director
 26

  26. 26.   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
 27


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