Telling Your Story Norfolk

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Telling Your Story Norfolk

  1. 1. Lessons from Littleton What Columbine can teach us about crisis communication Nora Carr, APR Charlotte-Mecklenburg Schools
  2. 2. Lesson #1 You can’t over-prepare.
  3. 3. Lesson #2 Plans work on paper; chaos happens in real life.
  4. 4. Lesson #3 Training and simulations are key.
  5. 5. Lesson #5 Expect the unexpected. Plan for it.
  6. 6. Lesson #6 Someone key will collapse under pressure – and at a critical time
  7. 7. Lesson #8 Take care of people first, and practice inside-out communications.
  8. 8. Lesson #9 Perform media triage and establish priorities in advance
  9. 9. Lesson #10 Get fresh horses.
  10. 10. Lesson #11 Make your friends before you need them.
  11. 11. Lessons from Littleton What Columbine can teach us about crisis communication Nora Carr, APR Charlotte-Mecklenburg Schools
  12. 12. Telling Your Story A toolkit for marketing education Nora Carr, APR Chief Communications Officer Charlotte-Mecklenburg Schools [email_address] 704-491-3204
  13. 13. Agenda: Day One <ul><li>Introductions </li></ul><ul><li>Communications Planning Overview </li></ul><ul><li>Phase I: Research & Fact Finding </li></ul><ul><li>Phase II: Analysis & Strategic Planning </li></ul><ul><li>Working Lunch </li></ul><ul><li>Phase III: Communication/Action Step </li></ul><ul><li>Closing Remarks & “Homework” </li></ul>
  14. 14. Agenda: Day Two <ul><li>The Power of Branding </li></ul><ul><li>Phase IV: Evaluation </li></ul><ul><li>Wrap-Up & Next Steps </li></ul><ul><li>Retreat Evaluation & Adjournment </li></ul>
  15. 15. RACE to results <ul><li>Research </li></ul><ul><ul><li>SWOT </li></ul></ul><ul><ul><li>Situation analysis of core problem or opportunity </li></ul></ul><ul><ul><li>Analysis of previous information </li></ul></ul><ul><ul><li>Study of the best timing </li></ul></ul><ul><ul><li>Key issues and stakes in issues </li></ul></ul><ul><ul><li>Legal and financial implications </li></ul></ul><ul><ul><li>Analysis of opposition </li></ul></ul><ul><ul><li>Research into what has been effective elsewhere </li></ul></ul><ul><li>Analysis and Planning </li></ul><ul><ul><li>Develop clear goals and measurable objectives </li></ul></ul><ul><ul><li>Identify key publics/target audiences </li></ul></ul><ul><ul><li>Develop local strategies </li></ul></ul><ul><ul><li>Develop messaging </li></ul></ul><ul><ul><li>Assess resource needs </li></ul></ul>
  16. 16. RACE continued <ul><li>Communication/Action Step </li></ul><ul><ul><li>Identify and execute communication tactics, activities and media appropriate for each public </li></ul></ul><ul><ul><li>Find the best mix of interpersonal and mass communication techniques </li></ul></ul><ul><ul><li>Build in effective feedback mechanisms </li></ul></ul><ul><ul><li>Relate all communication activities clearly to your stated goals and objectives </li></ul></ul><ul><ul><li>Execute according to best timing </li></ul></ul><ul><li>Evaluation </li></ul><ul><ul><li>Benchmarks and process measures </li></ul></ul><ul><ul><li>Measuring end results using established criteria and tools </li></ul></ul><ul><ul><li>What worked, what didn’t, why and how do we know? </li></ul></ul><ul><ul><li>What will/would we do differently next time? </li></ul></ul>
  17. 17. Common PR research tools <ul><li>Secondary research </li></ul><ul><li>Primary research </li></ul><ul><ul><li>Public opinion polls </li></ul></ul><ul><ul><ul><li>Phone, mail, intercept </li></ul></ul></ul><ul><ul><li>Web/email surveys, IVRs </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Other </li></ul></ul>
  18. 18. What do we know? What do we need to find out?
  19. 19. Effective communications <ul><li>Face-to-face, 1-on-1 </li></ul><ul><li>Small group </li></ul><ul><li>Large group </li></ul><ul><li>Telephone </li></ul><ul><li>Email </li></ul><ul><li>Personal letter or note </li></ul><ul><li>Computer-generated letter </li></ul><ul><li>Direct marketing </li></ul><ul><li>Affinity newsletter </li></ul><ul><li>Websites, blogs </li></ul><ul><li>Trade publications </li></ul><ul><li>Traditional news media </li></ul><ul><li>Brochures, corporate publications </li></ul><ul><li>Advertising </li></ul><ul><li>Billboards </li></ul><ul><li>Gizmos, gadgets, freebies, skywriters </li></ul>
  20. 20. Know your audience Use tactics that make sense for them, not you
  21. 22. Agenda: Day Two <ul><li>The Power of Branding </li></ul><ul><li>Phase IV: Evaluation </li></ul><ul><li>Wrap-Up & Next Steps </li></ul><ul><li>Retreat Evaluation & Adjournment </li></ul>
  22. 23. The power of branding <ul><li>Awareness is being known </li></ul><ul><li>Reputation is being known for something </li></ul><ul><li>Branding identifies and communicates that something </li></ul>
  23. 24. What do these brands say?
  24. 25. What is a brand? <ul><li>Proprietary – you own it and no one else </li></ul><ul><li>Visual and emotional </li></ul><ul><li>Rational – makes sense, fits </li></ul><ul><li>Cultural – part of how we do business here </li></ul><ul><li>The image associated with a company, organization, product or service </li></ul><ul><li>It is the promise of value attributed to a particular brand experience </li></ul>
  25. 26. Great brands… <ul><li>Are sustainable over time </li></ul><ul><li>Understand who they are and remain true to their position </li></ul><ul><li>Make an emotional connection with the target </li></ul><ul><li>Have design consistency and integrity </li></ul><ul><li>Are relevant </li></ul><ul><li>Know simplicity is key – the brand should own a thought in the mind of the target </li></ul>
  26. 27. Define your USP <ul><li>What makes you different, unique? </li></ul><ul><li>What can you truly own in the marketplace? </li></ul><ul><li>What do you do better or more than everyone else? </li></ul><ul><li>What one benefit is the most compelling? </li></ul>
  27. 29. Package your story Show vs. tell
  28. 31. Less is more Emotion sells.
  29. 33. Developing your message <ul><li>Define/articulate your position, your stake in the marketplace </li></ul><ul><li>Identify your key messages </li></ul><ul><li>Buttress your position and messages with “wow” facts </li></ul><ul><li>Drill these home relentlessly </li></ul>
  30. 35. Stay on message, on brand “ Focus is the secret ingredient in virtually every successful marketing program.” Trout & Ries, Positioning
  31. 39. Brand SWOT analysis <ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>
  32. 40. Leverage existing channels Integrate and deploy strategically; Develop your own “N.R.U.”
  33. 42. Bypass gatekeepers Go direct to your audiences
  34. 43. Keep in touch <ul><li>Emergency notifications to email and mobile phones/pagers </li></ul><ul><li>Lunch menus by school type </li></ul><ul><li>School board news </li></ul><ul><li>Adult and community ed </li></ul><ul><li>Boundary info and school attendance zone changes </li></ul><ul><li>Career and college info </li></ul><ul><li>Budget </li></ul><ul><li>Familygram newsletter </li></ul><ul><li>Cable program news </li></ul><ul><li>Foreign language news </li></ul><ul><li>Legislative updates </li></ul><ul><li>School events and meeting calendars </li></ul><ul><li>Press releases </li></ul><ul><li>Special education service news </li></ul><ul><li>Child care program info </li></ul><ul><li>Magnet program info </li></ul><ul><li>Student testing </li></ul>
  35. 44. Expand your reach Coach, train, organize and deploy an army of communicators
  36. 45. Proactive media relations <ul><li>Build relationships with reporters </li></ul><ul><li>Return all phone calls </li></ul><ul><li>Get there first… </li></ul><ul><li>Research and target your pitches </li></ul><ul><li>Localize national trends, issues, events </li></ul><ul><li>Work schools like a beat </li></ul><ul><li>Stay in touch – be pleasantly persistent </li></ul>
  37. 53. Telling Your Story A toolkit for marketing education Nora Carr, APR [email_address] 704-491-3204
  38. 54. Creative brief = focus <ul><li>Purpose of communications </li></ul><ul><li>Target audience(s) </li></ul><ul><li>Actions we want target(s) to take </li></ul><ul><li>Attitudes/objections to overcome </li></ul><ul><li>Competitive analysis </li></ul><ul><li>Reasons to believe </li></ul><ul><li>Key benefit </li></ul><ul><li>Tone, manner and feel </li></ul>

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