Owosso nonprofits

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Owosso nonprofits

  1. 1. Strategic Messaging:From “Get the Word Out” to “What’s the Word?”<br />Tim Penning, Ph.D., APR<br />School of Communications<br />Grand Valley State University<br />
  2. 2. Contact Info<br /><ul><li>Email: penningt@gvsu.edu or penningink@chartermi.net
  3. 3. Twitter: twitter.com/penningink
  4. 4. Blog: www.gr-pr.blogspot.com
  5. 5. This presentation will be available on slideshare: http://www.slideshare.net/penningink</li></li></ul><li>Opening Exercise<br />What are the “communication frustrations” for your nonprofit organization?<br />
  6. 6. My biggest frustrations:<br />“We just need to raise awareness”<br />“We just need to get the word out”<br />
  7. 7. Need to get beyond “just”<br />
  8. 8. Success is Planned<br />Research based<br />Objectives<br />Strategies<br />Tactics<br />
  9. 9. Objectives<br />2 Os<br />Output – what WE do<br />Outcome – what our PUBLICS do in response<br />3 As<br />Awareness<br />Attitude<br />Action<br />
  10. 10. 4 Elements of a Good Objective<br />One specific public<br />One desired outcome<br />A timeframe by which that outcome happens<br />A way to measure<br />Ex: Increase to 30% the percentage of our donors who give more than once a year by December 31, 2011.<br />
  11. 11. Activity<br />
  12. 12. How to Meet Objectives?<br />STRATEGY!<br />But what is strategy?<br />
  13. 13. Strategy is…<br />The thought behind the message<br />The reason you’re confident it will be effective<br />A consideration of more than “getting the word out”<br />
  14. 14. Types of communication strategies<br />Timing of the message<br />Targeting and segmenting publics<br />The medium used<br />Partnerships<br />Intervening publics, opinion leaders<br />**Message appeal<br />
  15. 15. Need to get audiences to:<br />Pay attention<br />Understand message<br />Believe message<br />Remember<br />Respond—change mind, act on message<br />
  16. 16. Paying Attention<br />“Media uses and gratifications” theory<br />Passive/active audiences<br />Triggering events<br />
  17. 17. Understand Message<br />Clarity—no jargon, acronyms, assumed understanding<br />Relevance<br />Tone/voice—proclamation or conversation; 1st, 2nd or 3rd person voice<br />
  18. 18. Believe the Message<br />Source credibility (sincerity, expertise, charisma)<br />Cognitive dissonance (predisposition)<br />Attribution theory (perceived intentions)<br />Involvement<br />High = central processing = WHAT is said<br />Low = peripheral processing = WHO says it<br />
  19. 19. Remember the Message<br />Make it memorable, personally relatable<br />Repetition<br />Message consistency<br />Multiple tactics (media mix)<br />Multiple sources<br />
  20. 20. Act on Message<br />
  21. 21. Adoption Process Affected by “Diffusion of Innovation”<br />
  22. 22. Activity<br />Think of a public and a message you want them to adopt.<br />How would you strategically lead them through the process? <br />
  23. 23. Message Appeals<br />Laswell’s 8 basic appeals<br />Power<br />Wealth<br />Respect<br />Skill<br />Well-being<br />Affection<br />Enlightenment<br />Physical and mental vitality<br />
  24. 24. Appeals—Maslow’s Hierarchy<br />
  25. 25. Message Content, Structure<br />Drama, anecdote<br />Statistics<br />Surveys and polls<br />Examples, how-to<br />Testimonials, endorsements<br />Emotion<br />Call to action<br />
  26. 26. PR Ethics<br />NOT ‘spin’<br />Advocacy of a point of view<br />Enable informed decision making<br />Provide information<br />Build or maintain relationships<br />
  27. 27. Tactics<br />What are you using now? (Are they appropriate?)<br />Web site (which can include all that follows)<br />Social media<br />Annual report<br />Newsletter<br />Advertising<br />Media relations, op-eds<br />Brochures, reports<br />Events<br />
  28. 28. Reach and Persuasion<br />
  29. 29. Final activity<br />Go to your publics and objectives list<br />Come up with a strategy<br />Write a key message based on the strategy<br />Pick an appropriate tactic to deliver the message<br />
  30. 30. Questions, Discussion<br />

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