Communications Gumbo
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This document discusses how strategy, content, and public relations work together in communications. It uses the metaphor of a gumbo stew, with its combination of ingredients from different cultures, to represent how communications blends different elements. The document outlines key questions to consider for strategy, content, and PR, such as having a clear strategy and measuring success. It emphasizes aligning communications efforts with strategic topics, leveraging various content forms, and tracking results. The desired result is an integrated approach where strategy, content, and PR work together to tell quality, focused stories and engage audiences.
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Communications Gumbo
- 1. Communications Gumbo How Strategy, Content and PR Work Together J. Mike Moore Sr. Communications Manager Emory University’s Goizueta Business School
- 2. Agenda • Tease apart strategy, content and PR • Align content and PR efforts with strategic topics • Leverage various forms of content with limited resources • Track results of communications campaigns
- 3. gumbo [guhm-boh] a stew or thick soup, usually made with chicken or seafood, greens, and okra or sometimes filé as a thickener.
- 4. “The dish combines ingredients and culinary practices of several cultures, including French, Spanish, German, West African, and Choctaw. Gumbo may have been based on traditional West African or native dishes, or may be a derivation of the French dish bouillabaisse.” (Wikipedia)
- 8. The Right Ingredients Strategy Content Public Relations
- 9. The Right Ingredients Strategy Is it clear? Who controls it? Is it effective? Do you have one at all? Can it be executed? Content What are your stories? Can you tell stories? Is video an option? You’re on social, right? What are your channels? PR Do you earn media? Success metrics? Faculty buy-in? Research tools? Engagement?
- 10. The Desired Result Strategy Content PR
- 11. The Desired Result Strategy Content PR
- 12. The Desired Result Strategy Content PR
- 14. Think Bowtie… Pasta Communications Department Quality, Focused (and trackable) Messaging
- 15. Winning with Strategy What are you making? • Stay connected with leadership and decision-makers • Recast yourself as a “storyteller” • Invest in efficiency • Identify your audiences and optimize your channels • Communicate your process and expected results (hedge your bets) • Track your success
- 19. Winning with Content What are you making? • Turn what is being said about you into a story • Quality for some things, amount for others • Readers = Users • Ask yourself daily: “Is this the best way to tell this story?” • Insert yourself or “plug in” to a story
- 22. Winning with Public Relations You talk to that food critic? • Empower your people • Events, roundtables and “big fancy dinners” can be winners • Pitch where it makes sense, write where it converts • Centralize your pitch efforts • Make time to say thank you
Editor's Notes
- Restructuring communications department; there are many core competencies Our department has three keys -- strategy, content and public relations (imagine sounds familiar)
- Our department has three keys -- strategy, content and public relations (imagine sounds familiar)
- SIDEBAR: How to say “no.” Don’t say “no.” Say we can… and use other tools whenever possible. Most of the time people just want to be heard. Remember, our goal is to raise the stature we can do that with things OTHER than the plan; just have to be smart with resource allocation
- Dean James was a real champion Storyteller puts a different type of litmus test on what you’re being asked to do For example, we are not investing efforts into media relations in healthcare… we are focusing on community Faculty LOVE process Invest in efficiency: ExpertFile
- Biggest pro is we now have a system to present content for paid opportunities (sponsored updates, etc.).
- Biggest pro is we now have a system to present content for paid opportunities (sponsored updates, etc.).
- Meltwater News, social media, content curation, storify, tint Dollar Shave club Roy Black and LinkedIn … or Ken Keen and LinkedIn …. Give your staff/faculty something to share! (newsletter option) – ExpertFile portability
- PR training, elevator pitches Pitch a story the media will pick up AND it pays off for you… Stuff on your website should do more to convert prospects (or other goals) – ABC and Start:ME Tom Smith dashboard