This document discusses strategic messaging for non-profit organizations. It emphasizes that objectives should be specific, measurable, and time-bound. Communication strategies should go beyond just "getting the word out" and consider factors like timing, targeting, medium, partnerships, and message appeal. Effective strategies lead audiences through the adoption process - getting them to pay attention, understand, believe, remember, and act on the message. The presentation provides guidance on crafting messages using techniques like appeals, content structure, and PR ethics to inform audiences and change behaviors. It encourages assessing current tactics and ensuring they are appropriate for the objectives and publics.

1. Strategic Messaging:From “Get the Word Out” to “What’s the Word?” Tim Penning, Ph.D., APR School of Communications Grand Valley State University

3. Twitter: twitter.com/penningink

4. Blog: www.gr-pr.blogspot.com

6. My biggest frustrations: “We just need to raise awareness” “We just need to get the word out”

7. Need to get beyond “just”

8. Success is Planned Research based Objectives Strategies Tactics

9. Objectives 2 Os Output – what WE do Outcome – what our PUBLICS do in response 3 As Awareness Attitude Action

10. 4 Elements of a Good Objective One specific public One desired outcome A timeframe by which that outcome happens A way to measure Ex: Increase to 30% the percentage of our donors who give more than once a year by December 31, 2011.

11. Activity

12. How to Meet Objectives? STRATEGY! But what is strategy?

13. Strategy is… The thought behind the message The reason you’re confident it will be effective A consideration of more than “getting the word out”

14. Types of communication strategies Timing of the message Targeting and segmenting publics The medium used Partnerships Intervening publics, opinion leaders **Message appeal

15. Need to get audiences to: Pay attention Understand message Believe message Remember Respond—change mind, act on message

16. Paying Attention “Media uses and gratifications” theory Passive/active audiences Triggering events

17. Understand Message Clarity—no jargon, acronyms, assumed understanding Relevance Tone/voice—proclamation or conversation; 1st, 2nd or 3rd person voice

18. Believe the Message Source credibility (sincerity, expertise, charisma) Cognitive dissonance (predisposition) Attribution theory (perceived intentions) Involvement High = central processing = WHAT is said Low = peripheral processing = WHO says it

19. Remember the Message Make it memorable, personally relatable Repetition Message consistency Multiple tactics (media mix) Multiple sources

20. Act on Message

21. Adoption Process Affected by “Diffusion of Innovation”

22. Activity Think of a public and a message you want them to adopt. How would you strategically lead them through the process?

23. Message Appeals Laswell’s 8 basic appeals Power Wealth Respect Skill Well-being Affection Enlightenment Physical and mental vitality

24. Appeals—Maslow’s Hierarchy

25. Message Content, Structure Drama, anecdote Statistics Surveys and polls Examples, how-to Testimonials, endorsements Emotion Call to action

26. PR Ethics NOT ‘spin’ Advocacy of a point of view Enable informed decision making Provide information Build or maintain relationships

27. Tactics What are you using now? (Are they appropriate?) Web site (which can include all that follows) Social media Annual report Newsletter Advertising Media relations, op-eds Brochures, reports Events

28. Reach and Persuasion

29. Final activity Go to your publics and objectives list Come up with a strategy Write a key message based on the strategy Pick an appropriate tactic to deliver the message

30. Questions, Discussion