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Media Maven: Freshen Up Your Communications Strategy


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Media Maven Lunch features Michael Levine of Flywheel Communications on key elements of your co

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Media Maven: Freshen Up Your Communications Strategy

  1. 1. MEDIA MAVEN: Freshen Up Your Communications Plan January 19, 2012 Presented by Michael Levine, Flywheel Communications Hosted by COMMON GOOD VT Flywheel Communications
  2. 2. It's essential to know what you're trying to get across and be consistent in how you present your message. That, in a nutshell, is the value of a strategic communications plan. Flywheel Communications
  3. 3. Your organization is communicating all the time, in ways you may not always recognize. A strategic communications plan helps assure that you use this to advance your goals. Flywheel Communications
  4. 4. No one size fits all. <ul><li>Common elements, but all different. </li></ul><ul><li>Flexible to pursue opportunities and not be overwhelmed by events. </li></ul>Flywheel Communications
  5. 5. Communication Plans Include <ul><li>Analysis of what’s in place and how things work now </li></ul><ul><li>Goals and audiences </li></ul><ul><li>Who should be involved in planning and carrying it out </li></ul><ul><li>Message development </li></ul><ul><ul><li>Consistent </li></ul></ul><ul><ul><li>Levels of preparation </li></ul></ul>Flywheel Communications
  6. 6. <ul><li>One and two way communication channels to pursue </li></ul><ul><li>Determine appropriate broadcast, print, and social media outlets </li></ul><ul><li>Use of in house media </li></ul><ul><ul><li>Flyers </li></ul></ul><ul><ul><li>Brochures </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><li>Speaking opportunities, workshops, presentations, events </li></ul><ul><li>Visuals—logos, photos, multi media </li></ul>Flywheel Communications
  7. 7. Some Examples <ul><li>Start from scratch </li></ul><ul><ul><li>Button Up: introduce a program </li></ul></ul><ul><ul><li>Creative Economy: introduce a concept </li></ul></ul><ul><ul><li>e-Vermont: 40 applications with 3 week notice </li></ul></ul><ul><li>Opportunity </li></ul><ul><ul><li>Folklife Center: new director and new home (still benefiting) </li></ul></ul><ul><ul><li>Understanding Vermont reports: valuable, but not headline news. How to make a viable story? </li></ul></ul><ul><ul><li>Future of Vermont: Conversations across the state </li></ul></ul>Flywheel Communications
  8. 8. Examples cont. <ul><li>Action oriented </li></ul><ul><ul><li>WL Partnership: starting well in advance of outcome desired </li></ul></ul><ul><ul><li>Hunger Mountain Coop: needed 2/3 of voting members to approve. Received over 90%. Mending old wounds. </li></ul></ul><ul><ul><li>E. Montpelier Elementary School: renovation, expansion </li></ul></ul><ul><li>People see through charade of public input. </li></ul>Flywheel Communications
  9. 9. Exercise Time Flywheel Communications
  10. 10. Communication in Action Flywheel Communications
  11. 11. Tracking <ul><li>Goes back to goals. For media: </li></ul><ul><ul><li>Google alerts—not inclusive </li></ul></ul><ul><ul><li>Screen shots </li></ul></ul><ul><ul><li>Members on alert </li></ul></ul><ul><ul><li>Podcasts of radio shows </li></ul></ul><ul><ul><li>Web analytics </li></ul></ul><ul><li>Careful using material. Get permission. </li></ul>Flywheel Communications
  12. 12. Flywheel Communications
  13. 13. Flywheel Communications
  14. 14. How to Start? <ul><li>Do very rough look at current communications. </li></ul><ul><li>Look at your staff/board for internal expertise or interest. </li></ul><ul><li>Authorize time for research, supplement with outside resources (webinars, web sites, blogs, workshops, books, consultants, etc). </li></ul><ul><li>Start simple—one page ID sheet </li></ul>Flywheel Communications
  15. 15. Flywheel Communications
  16. 16. Resources <ul><li>Hubspot Free beginner level books </li></ul><ul><li>Dan Zarella Statistics and analysis of social media </li></ul><ul><li>Google for Strategic Communications </li></ul><ul><li>Cause Communications Free download books on communications planning </li></ul>Flywheel Communications
  17. 17. Flywheel Communications
  18. 18. FLYWHEEL COMMUNICATIONS --Releasing the power of words <ul><li>Michael Levine </li></ul><ul><li>802 225-1320 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>
  19. 20. Flywheel Communications Tom Martin
  20. 21. Flywheel Communications Tom Martin