Strategic communications for_progressives

Strategic
Communications for
Progressives
Be the Media! 2012
Denise Moorehead, Moorehead Creative

Your Goals

 Why are you here at Btm! today?
 Why did you decide on this workshop?
 What specific takeaways are you looking
for?

December 6, 2012 Strategic Communications for Progressives

Strategic Communications Defined

The use of outreach tools and programs
designed to create, strengthen and/or
preserve opinions by your key audiences
that lead to the attainment of your
institutional goals and objectives.


Corporate Communications

Corporate communications
spending, which includes
advertising, marketing and strategic
communications, will grow to $1.4 trillion
by 2015.
- Public Relations Society of America

Progressives can never much these
dollars, but we can be strategic.

Progressive Strategic
Communications Defined
The use of messages, images, reputation
and ideas to persuade others to accept your
ideas, policies or courses of action:
 persuading allies and friends to stand with you
 persuading neutrals to come over to your side (or at
least stay neutral)
 persuading adversaries that you do have the power
and the will to prevail


Getting the Lay of the Land:
From a Tool Created by Dr. Charlotte Ryan, Professor, Sociology Dept., UMass Lowell


Purpose, Priorities and Goals
 Purpose is pretty clear: You want to move a
progressive agenda forward, specifically about
your organization’s issues.
 BUT be much more specific. Determine your high-
level strategic communications priorities and goals
by reviewing the organizational goals and
objectives. Alignment is key, as is what is
doable.

 For example, Fabulous Nonprofit wants legislation
passed in FY13 which overturns Citizens United.


Audience
 Who do you want to reach?
 Primary, secondary (not media at this point)
 Why do you want to reach them?
 Grassroots stalwarts, colleague groups, grass tops
influencers, funders, volunteers, gov.
officials, politicians, youth served, populations
served, new participants, others??
 What measurable behaviors are you looking for?
 Looking for their votes? Need calls made? Others??


Audience cont’d

 Why should they help you?
 Benefits-orientation: What will they get
from this?
 List several benefits for each audience
type. Put it on paper


Your Niche

 Who do you serve? Where? How? (this
should overlap with audience)
 List all groups, including
volunteers, funders, etc.
 Who don’t you serve that you should?
 What other organizations/government
agencies/businesses do what you do?


Your Niche cont’d

 What are your strengths?
 What are your weaknesses?
 Are there legacy activities (activities that no longer
directly align with your mission but that you are known for)?

 Are there weaknesses that need to be
strengthened?


Reevaluate Goals. Add Objectives.

 Incorporating audience and niche
information, restate your goals and
develop two to three communications
objectives for each high-level goal.
 For example: Convince at least half of the
progressive caucus to sign on to legislation;
start 20 new campus chapters; etc.
 Segment objectives according to audience


Evaluation (yes, now!)
 This is the time to decide how you will measure
success.
 State exactly what you will evaluate.
 Establish your baseline date: How many monthly web visitors? How
many letter to the editors by board members?
 Decide which questions need to be answered to know if you are
successful.
 Be clear about the results you seek to measure.
 Decide which methods you will use to evaluate your results.
 Qualitative: For example, focus groups, interviews, observation
 Quantitative: Web stats, media hits, subscribers, new advocates
 Budget dollars, if you have them, but always budget staff time.


Individual & Group Work – 20 min.
 State what your organization hopes to achieve
from communications work.
 Decide on three to five high-level
communications goals for the year.
 No more than five for the year to make sure they are
achievable.
 Make sure they are measurable.
 Determine your audience: Primary, secondary
 Chart out your niche.


Develop Your Overarching Message
 Your message should:
 Crystallizeyour mission and intended impact.
 Clarify who you serve, where and how.
 Subtly position you (with competitors, partners, etc.)
 Include proof points
 Data and specific evidence to substantiate the
claims found within your core messages and
positioning statements.
 Move your audience to action to meet goals.


Develop Your Targeted Messages

 For each key group and/or program
 Do you need different messages for each
stage of the goal?


Communications Strategies/Tools
 Strategies/Tactics:  Corresponding Tools:
 Media  Press list, pitch letter
 SM  Outlets/platforms
 e-Communication  e-news
 E-Commerce  T-shirts, cups
 Print  Impact report, fact sheets
 Mobile Phones  Advocacy pieces
 One-one-ones  Talking points
 Video series  Video stories


Moving From Strategy to Tool: Media
 Media
 Craft your story: Is it hard news, or a feature?
 What tool makes sense?
 Press release: For smaller local media that may use all or part of
the actual release; mass notice for “real” news events; less used
than previously
 Pitch letters: For more feature oriented news; blog pick-ups
 PR websites: Post your release for free or a fee and know that it is
actually in circulation for pick-up usually by secondary news sources
 Media lists: Build your own or use a service.
 Make your own media: Drive traffic to your website and/or social
media to give the message in your own way.


Press Release Format
Contact Info FOR IMMEDIATE RELEASE: May 21, 2012 CONTACT: Denise
Moorehead, dmoorehead@buildinitiative.org, phone#

Michigan Hosts First-of-Its-Kind National Meeting to Improve Early Childhood Health and
Success While Controlling Costs:
Partners with BUILD Initiative and Kresge Foundation for 22-State Confab

City, State capped DETROIT, MICHIGAN – Set tone; give intent; tell where and who; prove
newsworthy In the midst of the national debate about healthcare quality vs. cost, Michigan has
quietly and steadily become a leader in creating “medical home care” that can improve health-care
quality and results for young children – all while controlling costs. On Monday, May
21, 2012, Michigan’s leadership will host a 22-state national meeting showcasing the state’s work
in establishing medical homes for young children, sharing strategies which have been
fundamental in reducing disparities in child health and ensuring that children start school prepared
for success.

More news and quote of name-dropping “worthy” people The conference is the first of its kind
nationally to examine how medical homes can be developed for very young children and their
parents. More than 90 top early childhood clinicians, policymakers, and nonprofit and foundation
leaders will attend the three-day, invitation-only conference, “Medical Homes for Young Children
in Early Childhood Systems Building.”


Press Release Format cont’d
Action outcomes and name dropping According to Dr. Bruner, the conference will help states
identify strategic steps to take to further develop medical homes for young children and launch a
cross-state effort to better incorporate health and health practitioners into building effective,
coordinated early childhood systems and in federal policy development. More name dropping The
Early Childhood Investment Corporation is organizing the Michigan delegation and
presentations. National experts from the National Academy for State Health Policy, Zero to Three,
the Urban Institute, the Patient-Centered Medical Home Collaborative, and the Child Health
Development Institute will serve as moderators and panelists. Representatives from the Center for
Medicare and Medicaid Services and the Health Resources and Services Administration will offer
federal perspectives on how states can develop medical homes.

About you The BUILD Initiative (www.buildinitiative.org/content/about-us) helps state leaders
prepare young children aged birth to five to succeed by helping their families access high quality
early learning; family and parenting support; early intervention for children with special needs; and
comprehensive health, mental health and nutritional services. The national initiative assists states
in planning and implementing a comprehensive early childhood “system of systems” that crosses
policy domains and helps ensure that families get the services they need. Ultimately, the BUILD
Initiative serves as a catalyst for change and as a national resource on early childhood
development and policy.
-30-


Media Advisory/Alert
MEDIA ALERT (actual format)

 Headline (what is the event, and when is it?)
 What: What is happening
 When: date, time or range of date and time
 Where: where will it take place, where can they park
 Who: Who is holding the event and
Who will be there – name dropping
 Why: Why is this even being held
 Who Should Attend: Who should attend the event
 Visuals
 Media Contact:
Name, phone, email, website...


Pitch Email
 First paragraph: Let the media know you are familiar with what they do and that you
have an idea that’s a good fit with their format or programming. Mention, for
example, that you know that reporter XXX frequently writes about XXX and that you
fit the profile of the types of groups she has featured. Or compliment the media outlet
on a story you have read that you liked - something that ties into your story idea.
 Second paragraph: Present your idea and explain who, what, when, where, why and
how. Provide enough information for them to know what the story is about, but don't
bog down the letter with extraneous details. This is also the place to suggest a name
and telephone number of another source who they can talk to, if appropriate.
 Third paragraph: Suggest ideas for graphic elements. What can they photograph? Is
there a colorful event where TV crews can film footage? Can you offer statistics for a
bar chart or pie chart that will make it easy for readers to understand the story? If you
already have a chart or other graphic that illustrates your idea, you may send it along
with your letter.
 Fourth paragraph: Tell them how to contact you. Offer your work, home, cell phone
and beeper numbers and the best times to reach you. Finally, tell them you will follow
up in several days to see if you can provide more information or answer questions.


Contacting Press

 Best tools to contact: HARO, Vocus,
Reuters, boston.com/yourtown, Patch, etc.
 Determine best time of day
 Determine best means: email, fax, etc.:
But follow-up calls are still important


Social Media

 Connect with your audience in less
formal, more interactive ways.
 Usual suspects: FB, LinkedIn (best bet for
many
organizations), Twitter, YouTube, Pinterest
, Instagram, MySpace (it’s back!), etc.
 What else?


Grow Your Own: Have Control
 e-Communication: Your e-news, message
from the ED, e-blasts, e-advocacy
 e-Commerce: Your brand in homes/offices
 Print: Use wisely; be green; PDFs are best
 Mobile Phones: For all generations
 One-one-ones: Prepare talking
points, print materials with heavy
visuals, video
 Videos/video series: Compelling and more
affordable than ever before

Group Work
 Ask, how can I best reach my audiences?


Evaluation

 Time to do your evaluation.
 What worked? What did not?
 Make mid-course corrections.
 Do a full-year evaluation.


Fabulous Resources
 PCN
http://progressivecommunicators.net/

 Spin Academy
http://spinacademy.org/resources/

 John Hartford Foundation
http://www.bandwidthonline.org/howdoi/communications_strategy.asp

 Getting Attention
http://nonprofitmarketingtraining.com/


Fabulous Resources cont’d
 PR Ideas
http://www.publicrelationsideas.com/how_to_format_a_great_pitch_letter_000288.html

 HARO
www.helpareporter.com

 Free Press
http://www.freepress.net/contact

 Are We There Yet? Media Evaluation Guide
http://www.mediaevaluationproject.org/AreWeThereYet.pdf

 Social Media for Nonprofits
http://www.casefoundation.org/topic/social-media


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