Uptown telling your story


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  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008) Facts are important, and it’s crucial to have them right. But they’re meaningless
  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008) There was this governor:, fought or working class families, expanded child health care, resisted raising taxes,
  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008) Polling data shows over and over, this is the picture that comes to mind when affordable housing is mentioned. Sec 8? A mental health discharge.
  • Land Use Stories (4-21-2008) Our five point plan to save the world Do the grassroots understand what we’re saying?
  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008)
  • Land Use Stories (4-21-2008)
  • Key mission: seeing your issue the way others see it and shaping that vision. Three reasons why nonprofits do communications work: turnout, awareness, advocacy.
  • 60% of news comes from someone calling a journalist and asking, do you have a minute for me to pitch you a story? Being proactive not reactive.
  • St. Louis story. ASN mother’s day story. Control (two people split the cookie, one break the other picks).
  • Ideally strategy precedes pitching but often other way around—in that situation, you have to work backwards and fake along to be successful
  • Ask for some examples of communications goals
  • Good problem contains its solution—Robert Egger story on A2H (don’t cry wolf, tell us how you will kill the wolf’) Maybe not so much a message as a frame 4 questions: headline tomorrow/tonight’s news? Do we have victims/experts? Facts/data? What will reporter ask?
  • Diplomacy-credit issues Prepping people Academics
  • CMW Control Capacity! Getting it together to do it
  • Man bites dog! Not brochure language or five point plans to save the world Not just business as usual New programs New people New places New actions/ activities New Information New Stories
  • What do reporters want? 3 sources = story
  • Imagine Your Audience How We Began/Who Influenced Us/Founders Obstacles Faced and Problems Solved On-going Benefits Given Examples—specific people Values in Action Before we came on the scene/After we did our thing Accomplishments, Victories, Feeling good! CMW
  • CMW Top 10 online sites on your handout—most are social What is a social network  the tagline of facebook connect and share with the people important in your life); used to do this workshop in 2007 and quote a yahoo head who said back then “sharing will be the next chapter on the World Wide Web” which shows why he was head of yahoo. When we play the game we will see—it ’s not just communicating, also collaborating and other stuff
  • Newspapers audience is up more than ever on the Web but their advertising revenue is down, down, down Wes Bleed story-platform changes the message (Clay made this point better this morning) He got laid off
  • The NEW News report for the Trust The news is increasingly UNlikely to cover you/your issue no matter how good you are
  • Okay, so here’s the online news report.
  • What is the most effective way for marketers to spread their message online? According to a new report by marketing firm SocialTwist , Internet sharing trends have shifted heavily shifted toward social networking, but other platforms still have a strong presence for word-of-mouth advertising. SocialTwist analyzed more than a million referral messages send using the company's Tell-a-Friend tool, a widget that lets users share sites through social media.
  • However, when it comes to click-throughs, social networking sites are far more effective, accounting for more than 60% of the market share.
  • Among social networking sites, Facebook is by far the most preferred service for sharing, making up more than 78% of usage. Yet other sites are gaining: Twitter maintains 5% of referrals, and MySpace, surprisingly, comes in at second with 14.5% share.
  • Online-think craigslist Communities as neighborhoods, communities of interest, ethnic communities For example mommy blogs Kennedy King College is a good example—Dennis’ show Meet a reporter Consider an advertisement if you possibly can Calendars Who is your local news
  • CMW So, the package used to be the press kit. And big businesses spent a lot of money on these things. In fact, some PR firms specialized in creating the fanciest press kits money could buy – something the reporter would open and remember. THE PLAYING FIELD HAS BEEN LEVELED. You still need everything that would go in the press kit – press release, profiles of people who have been impacted, pertinent fact sheets about your organization, relevant videos but you don’t have to mail it anymore. It can live somewhere on your website or you can email the information. If a reporter prefers hard copies – you can always mail, messenger or fax.
  • Imagine your audience and what they will ask Roleplay, rehearse, (which we’re going to do in a minute) build up to the most important news outlets List! Release! CMW
  • CMW Email first, start with the easier pitches and warm up Call in the morning! Don’t send attachments
  • Uptown telling your story

    1. 1. Telling Your Story Uptown United Bridgeview Bank July 19, 2011
    2. 2. <ul><li>Turnout (Attendance at an event) </li></ul><ul><li>Awareness (Usually traces back to money) </li></ul><ul><li>Advocacy (Best to engage audience) </li></ul>Why we communicate
    3. 3. <ul><li>People receive every message </li></ul><ul><li>in terms of what they already know and believe. </li></ul>
    4. 4. <ul><li>Facts </li></ul><ul><li>Are </li></ul><ul><li>Meaningless </li></ul>
    5. 7. <ul><li>What story do people already know and believe? </li></ul>
    6. 9. <ul><li>AFFORDABLE HOUSING </li></ul>What picture’s coming to mind?
    7. 11. What do we tell donors?
    8. 12. How people react
    9. 13. What people want?
    10. 15. Why communications? <ul><li>We need to communicate </li></ul><ul><li>We need recognition </li></ul><ul><li>We need members, associates, donors </li></ul><ul><li>We need support </li></ul><ul><li>We like to share our accomplishments </li></ul>
    11. 16. We need attention <ul><li>It lets outsiders know what we’re doing </li></ul><ul><li>It adds legitimacy to what we do </li></ul><ul><li>It boosts morale of those involved </li></ul><ul><li>It attracts $$$, members & associates </li></ul><ul><li>It can weaken our opponents </li></ul>as seen on TV!
    12. 17. Not all attention is good <ul><li>Image can be ruined </li></ul><ul><li>Organizational conflicts & weaknesses can be exposed. </li></ul><ul><li>The wrong message can be transmitted. </li></ul>
    13. 18. That’s why we need a strategy <ul><li>What are our long-term goals? Short-term goals or objectives? </li></ul><ul><li>Who are the audiences? </li></ul><ul><li>What are the messages? </li></ul><ul><li>What are our tactics? </li></ul><ul><li>What are our tactics to reach and utilize the media? </li></ul>
    14. 19. What are our goals? <ul><li>Grow donor base </li></ul><ul><li>Build awareness of our organization </li></ul><ul><li>Influence public policy, social justice, human rights issues </li></ul><ul><li>Recruit volunteers </li></ul><ul><li>Pass legislation </li></ul>
    15. 20. We need convincing messages <ul><li>Can we state it in one or two sentences? </li></ul><ul><li>Does our media work & publicity reflect this message? </li></ul><ul><li>Can a visual image convey this message? </li></ul><ul><li>What stories convey this message </li></ul>Healthy People, Communities & Organizations
    16. 21. Who are our audiences ? <ul><li>Donors and Friends </li></ul><ul><li>Politicians </li></ul><ul><li>Customers </li></ul><ul><li>Civic Leaders </li></ul><ul><li>Competitors/opponents </li></ul><ul><li>Friends/funders </li></ul><ul><li>Neighbors </li></ul><ul><li>Students </li></ul>
    17. 22. Who will be our spokespersons ? <ul><li>Leaders </li></ul><ul><li>Communications staff </li></ul><ul><li>Subjects of our stories </li></ul><ul><li>Outside friends & supporters </li></ul><ul><li>Experts who verify our work </li></ul>
    18. 23. If it’s that easy, why is getting news coverage so hard?
    19. 24. To Make News, You Need To Do or Create Something Man bites Dog, Peter Blapps, from flickr
    20. 25. What stories carry our messages to our audiences? <ul><li>Identifying a Problem </li></ul><ul><li>Finding a Solution </li></ul><ul><li>Creating a Conflict </li></ul><ul><li>Making a Fresh Start </li></ul><ul><li>Doing Something New </li></ul><ul><li>Doing Something Unusual </li></ul>
    21. 26. Telling Your Story <ul><ul><li>Two stories your organization MUST have ready to go: </li></ul></ul><ul><ul><li>Who we are & </li></ul></ul><ul><ul><li>Why we’re here. </li></ul></ul>
    22. 27. Crafting an elevator speech Why we’re here, in about 60 seconds Imagine Your Audience How We Began/Founders Who Influenced Us Obstacles Faced & Problems Solved On-going Benefits Given Examples—specific people Values in Action Before we came on the scene… …after we did our thing Accomplishments, Victories? Feeling good!
    23. 28. <ul><li>Hi! My name is _____ and I work with… </li></ul><ul><li>You know how… (problem) </li></ul><ul><li>Well, what we do is…(feature) </li></ul><ul><li>So that …(benefit) </li></ul><ul><li>We’re kind of like the…(metaphor) </li></ul><ul><ul><li>Problem: Stated as an engaging question </li></ul></ul><ul><ul><li>Feature : the physical traits or description of what you do </li></ul></ul><ul><ul><li>Benefit : a feature translated into a member’s satisfaction. What do the members get because of what you do? </li></ul></ul><ul><ul><li>Metaphor : a comparison that can be funny or startling; goal is to make your work familiar. </li></ul></ul>Crafting an Elevator Speech Who we are, in less than 45 seconds
    24. 29. Telling stories Storyteller Figure Jalisco, Mexico, AD 100/800 Art Institute Chicago
    25. 30. Social Media
    26. 31. The News… Bob Black for CMW
    27. 32. Tribune and Sun-Times, 1986-2008 Source = Newsbank, March 2009
    28. 33. NEW News: The Report
    29. 36. Couple years ago
    30. 37. Last year
    31. 38. Now
    32. 39. Twitter, Facebook, Blogs, Email? <ul><li>http://www.fastcompany.com/1694174/twitter-crushing-facebooks-click-through-rate-report </li></ul>
    33. 40. Click Thru Rates
    34. 41. Facebook Preferred
    35. 42. The Alternatives May Be Better http://bit.ly/cmwethnic Community news
    36. 43. Questions, final thoughts ?
    37. 44. The Three Ps <ul><li>da Package </li></ul><ul><ul><ul><li>What’s your story? current news peg can you attach it to? </li></ul></ul></ul><ul><ul><ul><li>What’s your follow-up story </li></ul></ul></ul><ul><ul><ul><li>Play Headline Game to figure out angle </li></ul></ul></ul><ul><li>do Practice </li></ul><ul><ul><ul><li>Pick on colleagues, friends, spouses </li></ul></ul></ul><ul><ul><ul><li>Hear yourself and learn </li></ul></ul></ul><ul><li>da Pitch </li></ul><ul><ul><ul><li>Despite fax and e-mail, phone still gets story </li></ul></ul></ul><ul><ul><ul><li>Best way to control your message: when you approach reporter rather than reacting to when they approach you [usually crisis] </li></ul></ul></ul><ul><ul><ul><li>Start w/ easiest/friendliest contact and work up to the hardest one to crack. </li></ul></ul></ul>
    38. 45. 1. Package Package
    39. 46. 2. Practice http://bit.ly/newsrelease
    40. 47. 3. Pitch “ Do you have a minute for me to pitch you a story?”
    41. 48. Contact <ul><li>Community Media Workshop </li></ul><ul><ul><li>Walk-in: 218 S. Wabash, 7 th floor </li></ul></ul><ul><ul><li>Chicago, IL 60604 </li></ul></ul><ul><li>Thom Clark </li></ul><ul><ul><ul><li>Phone: 312-369-6400 </li></ul></ul></ul><ul><ul><ul><li>Email: [email_address] </li></ul></ul></ul><ul><ul><ul><li>Communitymediaworkshop.org </li></ul></ul></ul>