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Unlock the Power of Communications:
 Create Communication Plans that Win
About Resource Media
•  Communications Strategy
•  Media Outreach Campaigns
•  Environmental and Health Policy
   Focus
San Francisco Seattle Boulder Kalispell Sacramento




30             Staff



 9             Offices

   Bozeman Portland...
If you
 remember
one thing…
Strategic Communications Pyramid
                   Goals


              Decision
Makers


                 Audience


  ...
It’s All
About the
Plan
Workbook
What’s Your Biggest Challenge?
Strategic Communications Pyramid
                   Goals


              Decision
Makers


                 Audience


  ...
Goals: Specific & Measurable

Headline: Obama Reinstates Offshore Drilling Moratorium
Goals: Defining Success
Strategic Communications Pyramid
                   Goals


              Decision
Makers


                 Audience


  ...
Decision Makers: Who Can
     Make It Happen?
Connect: Decision Makers
  and Target Audiences
Strategic Communications Pyramid
                   Goals


              Decision
Makers


                 Audience


  ...
Identifying the Best Audience

Consider:
•  Their influence with
   the decision maker

•  Your influence with
   them — a...
Audience: Targeted and Specific
Audience: Who’s Against You?
Strategic Communications Pyramid

                  Values
                   Goals


              Decision
Makers


    ...
Values & Core Concerns

What Moves Your Audience?
•    Health & Safety
•    Prosperity
•    Family
•    Legacy
•    Freedom
Values &
Core
Concerns
Values & Core Concerns

Who’s against freedom?
“America will never seek a
permission slip to defend the
security of our pe...
Values & Core Concerns

Your Values              Opposition’s Values
•  Health and safety     •  Prosperity (oil
•  Prospe...
Strategic Communications Pyramid
                   Goals


              Decision
Makers


                 Audience


  ...
What’s Your Biggest Challenge?
Message

•  What is the threat?

•  What values are at stake?

•  What is the solution?
Message

•  Clean water means healthy communities and a
   healthy economy. [value]
•  Oil spill disasters will only conti...
Make Yourself Quotable


 “Cutting down the rain forest for money
is like burning a Rembrandt to cook soup.”
Use Imagery
Use Anecdotes

•  Local people
•  Local places
•  Local history
•  Heritage
Strategic Communications Pyramid
                   Goals


              Decision
Makers


                 Audience


  ...
Messengers:
Rocky Mountain Front
Messengers:
     Credible Experts or Local Spokespeople

•    Fishermen
•    Health experts
•    Scientists
•    Business ...
What to Look for in Spokespeople

  •  Genuine
  •  No ax to grind
  •  Their story supports your message
  •  Talk about ...
Strategic Communications Pyramid
                   Goals


              Decision
Makers


                 Audience


  ...
Targets:
Your Audience’s Favorite Media
Traditional
Media

One-Way
Communications
Web 2.0

Two-Way
Street
Strategic Communications Pyramid
                   Goals


              Decision
Makers


                 Audience


  ...
Tactics: A Few Examples

•  Traditional media outreach (phone call, press
     release, pitch letter, editorial pitch, Op-...
Viral Video
Media Tours
Twitter
Facebook
Recycle Your Content
Communication Fundamentals Remain
Take-Aways
Think Pyramid!
          Goals


     Decision
Makers


        Audience


  Values
&
Core
Concerns


         Message


 ...
Effective Communication Always Requires:


           VISION
           VALUES
           VOICES
Evaluation
Evaluation
Evaluation

•  Are you reaching decision makers on your issue and
   swaying them to your side?

•  Are your target audien...
Jump Right In!
Suggested Next Steps

The Basics
•  Communications Workbook

More Advanced
•  Messaging Workshop
•  Strategic Planning
•  ...
Worth Exploring!
   •  Search Engine Optimization - June
   •  Social Media 200 - July
   •  Communicating Science - Augus...
Contact act: to Help!
    We’re Here



       Belinda Griswold                       Sian Wu
       Program Director     ...
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Unlock the Power of Communications: Create Communication Plans that Win

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Creating a solid communication plan is the first step in unlocking the power of communication, but creating the plan can be a daunting process. What areas should be considered for an effective plan? Who should be targeted and how will you reach them? How will you know if your plan was successful? Join Resource Media for a step-by-step overview of the fundamentals for creating powerful communication plans.

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Unlock the Power of Communications: Create Communication Plans that Win

  1. 1. Unlock the Power of Communications: Create Communication Plans that Win
  2. 2. About Resource Media •  Communications Strategy •  Media Outreach Campaigns •  Environmental and Health Policy Focus
  3. 3. San Francisco Seattle Boulder Kalispell Sacramento 30 Staff 9 Offices Bozeman Portland Salt Lake City Anchorage
  4. 4. If you remember one thing…
  5. 5. Strategic Communications Pyramid Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Targets

 Tac8cs

  6. 6. It’s All About the Plan
  7. 7. Workbook
  8. 8. What’s Your Biggest Challenge?
  9. 9. Strategic Communications Pyramid Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Target
 Tac8cs

  10. 10. Goals: Specific & Measurable Headline: Obama Reinstates Offshore Drilling Moratorium
  11. 11. Goals: Defining Success
  12. 12. Strategic Communications Pyramid Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Target
 Tac8cs

  13. 13. Decision Makers: Who Can Make It Happen?
  14. 14. Connect: Decision Makers and Target Audiences
  15. 15. Strategic Communications Pyramid Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Target
 Tac8cs

  16. 16. Identifying the Best Audience Consider: •  Their influence with the decision maker •  Your influence with them — are they “gettable?”
  17. 17. Audience: Targeted and Specific
  18. 18. Audience: Who’s Against You?
  19. 19. Strategic Communications Pyramid Values Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Targets
 Tac8cs

  20. 20. Values & Core Concerns What Moves Your Audience? •  Health & Safety •  Prosperity •  Family •  Legacy •  Freedom
  21. 21. Values & Core Concerns
  22. 22. Values & Core Concerns Who’s against freedom? “America will never seek a permission slip to defend the security of our people.” – George W. Bush
  23. 23. Values & Core Concerns Your Values Opposition’s Values •  Health and safety •  Prosperity (oil •  Prosperity (fishing industry jobs) and tourism jobs) •  Security (energy) •  Family •  Legacy
  24. 24. Strategic Communications Pyramid Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Targets
 Tac8cs

  25. 25. What’s Your Biggest Challenge?
  26. 26. Message •  What is the threat? •  What values are at stake? •  What is the solution?
  27. 27. Message •  Clean water means healthy communities and a healthy economy. [value] •  Oil spill disasters will only continue to threaten wildlife, jobs and our energy security. [threat] •  Clean energy is cheap, available and safe and it doesn’t spill anything. [solution]
  28. 28. Make Yourself Quotable “Cutting down the rain forest for money is like burning a Rembrandt to cook soup.”
  29. 29. Use Imagery
  30. 30. Use Anecdotes •  Local people •  Local places •  Local history •  Heritage
  31. 31. Strategic Communications Pyramid Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Targets
 Tac8cs

  32. 32. Messengers: Rocky Mountain Front
  33. 33. Messengers: Credible Experts or Local Spokespeople •  Fishermen •  Health experts •  Scientists •  Business owners
  34. 34. What to Look for in Spokespeople •  Genuine •  No ax to grind •  Their story supports your message •  Talk about issues through their values •  They look the part
  35. 35. Strategic Communications Pyramid Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Target
 Targets

 Tac8cs

  36. 36. Targets: Your Audience’s Favorite Media
  37. 37. Traditional Media One-Way Communications
  38. 38. Web 2.0 Two-Way Street
  39. 39. Strategic Communications Pyramid Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Targets

 Tac8cs

  40. 40. Tactics: A Few Examples •  Traditional media outreach (phone call, press release, pitch letter, editorial pitch, Op-Ed, B-roll) •  Blogger outreach •  Press conferences and teleconferences •  Facebook fan page •  Twitter •  Flickr
  41. 41. Viral Video
  42. 42. Media Tours
  43. 43. Twitter
  44. 44. Facebook
  45. 45. Recycle Your Content
  46. 46. Communication Fundamentals Remain
  47. 47. Take-Aways
  48. 48. Think Pyramid! Goals
 Decision
Makers
 Audience
 Values
&
Core
Concerns
 Message
 Messengers
 Targets

 Tac8cs

  49. 49. Effective Communication Always Requires: VISION VALUES VOICES
  50. 50. Evaluation
  51. 51. Evaluation
  52. 52. Evaluation •  Are you reaching decision makers on your issue and swaying them to your side? •  Are your target audiences responding to your message? •  Have milestones been met in the course of your campaign?
  53. 53. Jump Right In!
  54. 54. Suggested Next Steps The Basics •  Communications Workbook More Advanced •  Messaging Workshop •  Strategic Planning •  Social Media Integration www.resource-media.org
  55. 55. Worth Exploring! •  Search Engine Optimization - June •  Social Media 200 - July •  Communicating Science - August •  Framing & Messaging – September •  Media Relations - October •  Story Pitching - November •  Blogger Relations - December
  56. 56. Contact act: to Help! We’re Here Belinda Griswold Sian Wu Program Director Program Director belinda@resource-media.org sian@resource-media.org 206-374-7795 ext 101 206-374-7795 ext 102 www.resource-media.org

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