Creating Powerful Communications Strategies was a seminar held by CharityComms on January 19, 2011. The seminar provided guidance on developing an effective communications strategy, including answering six key questions: what resources are available, what the goals are, who the target audience is, who the broader audience is, how to frame the issue, and what the core message should be. Attendees learned about crafting messages that resonate with audiences and media, choosing appropriate tactics like events and social media, creating a timeline and evaluation plan, and celebrating successes. The seminar aimed to help charities strengthen their communications efforts.
How to build a communications plan for your nonprofit. Covers the differences between goals, objectives & tactics & why it's important to have a plan.
These slides were originally presented at the University of Washington's certificate in nonprofit management.
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation CARMA
Jim Macnamara presents latest international developments in standards and models for evaluation as part of the PR Measurement Summit which was held last October 12th-13th in the Address Dubai Marina, Dubai, UAE.
101 Ways to Generate Publicity and Buzz for Your BusinessPenn Strategies
Shrita Sterlin, chief executive and brand officer of Penn Strategies, led an in-depth, interactive session at The Power Conference, the largest conference of women, small business owners in the Washington, DC metropolitan area. Roughly 800 attendees and 170 exhibitors attended this year’s conference, which was held at the Bethesda Marriott Conference Center on August 30, 2012.
Entitled “101 Ways to Generate Publicity,” Shrita Sterlin’s session included hard-hitting strategies that business owners and entrepreneurs can use to attract positive media attention and top-of-the-mind awareness with key markets.
Learnings and Successes: Multi-channel Customer JourneyTherese Lockemy
How to build an integrated customer engagement journey through multiple channels.
You will learn what to consider before launching a multi-channel customer engagement journey, and how to successfully test and adjust your approach and supporting technology to enhance the customer experience.
How to launch and build an integrated customer engagement journey.
How to expand to other markets and scale existing and future journeys.
How to test and optimize your journey.
How to build a communications plan for your nonprofit. Covers the differences between goals, objectives & tactics & why it's important to have a plan.
These slides were originally presented at the University of Washington's certificate in nonprofit management.
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation CARMA
Jim Macnamara presents latest international developments in standards and models for evaluation as part of the PR Measurement Summit which was held last October 12th-13th in the Address Dubai Marina, Dubai, UAE.
101 Ways to Generate Publicity and Buzz for Your BusinessPenn Strategies
Shrita Sterlin, chief executive and brand officer of Penn Strategies, led an in-depth, interactive session at The Power Conference, the largest conference of women, small business owners in the Washington, DC metropolitan area. Roughly 800 attendees and 170 exhibitors attended this year’s conference, which was held at the Bethesda Marriott Conference Center on August 30, 2012.
Entitled “101 Ways to Generate Publicity,” Shrita Sterlin’s session included hard-hitting strategies that business owners and entrepreneurs can use to attract positive media attention and top-of-the-mind awareness with key markets.
Learnings and Successes: Multi-channel Customer JourneyTherese Lockemy
How to build an integrated customer engagement journey through multiple channels.
You will learn what to consider before launching a multi-channel customer engagement journey, and how to successfully test and adjust your approach and supporting technology to enhance the customer experience.
How to launch and build an integrated customer engagement journey.
How to expand to other markets and scale existing and future journeys.
How to test and optimize your journey.
Audience mapping - drawing on your own internal expertise. Audience strategy ...CharityComms
Clair Grant-Salmon, audience development manager, IIED
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
PR Measurement Summit 2016: Barry Leggetter, CEO of AMEC - Keynote PresentationCARMA
AMEC's Barry Leggetter presents data and insights on AMEC's role and what the Middle East can learn about best practice from other parts of the world. This is part of the PR Measurement Summit which was held last October 12th-13th in the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016 Session 2: Jim Macnamara -Putting Theory Into Prac...CARMA
Jim Macnamara, Associate Dean & Professor of Public Communication at University of Technology in Sydney conducted a workshop on "Putting Theory Into Practice: Demonstrating Best Practice Evaluation In Three Case Studies" last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
Budgeting for comms. Making the case for comms workshop, 22 October 2014CharityComms
Peter Gilheany, director, Forster Communications
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...CARMA
Ben Levine, Vice President,Global Research & Analytics for Ketchum conducted a workshop on Getting The Basics of Media Intelligence Right last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
So what makes up a world class communications, PR and marketing department?
In one simple word: Structure. Set aside experience, skills, budget, internal bureaucracy and all the other issues that exist within every organization…and it doesn’t matter whether you are two person team or part of a forty person team in place at most major universities. The bottom line is that without structure and a solid foundation of support, your organization’s communication’s department will never be able to function with the efficiency, creativity, effectiveness and level of organizational respect that is necessary to create effective marketing strategy that supports the organization’s strategic plan.
So where do you start?
What policies, procedures and plans create a solid communications foundation?
In this white paper written by Jarid Brown, we explore seven organizational policies, plans or tools that no growth-oriented nonprofit can afford to be without. These policies create the foundation and framework for successful organizational communications and marketing.
To learn more visit http://www.jaridslog.com or follow me on twitter at http://twitter.com/advancinghope
Impact and evaluation. Integration: breaking down the silos conference, 26 Fe...CharityComms
George Ames, associate director, Forster Communications
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
SMWF Meltwater Buzz & Cell C Present Social Media Monitoring for SM StrategyMikeander
ere is the presentation I gave with Kelvin Jonck from Cell C at the Social Media World Forum
I presented a brief and basic overview of how to use Social Media monitoring to help you shape and define your social media strategy.
Kelvin talks practically about how Cell C (major telco provider) use monitoring to help them run their Social Business
Cape Town ICC - June 1st 201
What to do when your charity hits the headlines for the wrong reasons | Behin...CharityComms
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Balancing public and specialist audiences. Audience strategy conference, 26 M...CharityComms
Rhonda Smith, director, Minerva UK Ltd
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Audience mapping - drawing on your own internal expertise. Audience strategy ...CharityComms
Clair Grant-Salmon, audience development manager, IIED
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
PR Measurement Summit 2016: Barry Leggetter, CEO of AMEC - Keynote PresentationCARMA
AMEC's Barry Leggetter presents data and insights on AMEC's role and what the Middle East can learn about best practice from other parts of the world. This is part of the PR Measurement Summit which was held last October 12th-13th in the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016 Session 2: Jim Macnamara -Putting Theory Into Prac...CARMA
Jim Macnamara, Associate Dean & Professor of Public Communication at University of Technology in Sydney conducted a workshop on "Putting Theory Into Practice: Demonstrating Best Practice Evaluation In Three Case Studies" last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
Budgeting for comms. Making the case for comms workshop, 22 October 2014CharityComms
Peter Gilheany, director, Forster Communications
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...CARMA
Ben Levine, Vice President,Global Research & Analytics for Ketchum conducted a workshop on Getting The Basics of Media Intelligence Right last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
So what makes up a world class communications, PR and marketing department?
In one simple word: Structure. Set aside experience, skills, budget, internal bureaucracy and all the other issues that exist within every organization…and it doesn’t matter whether you are two person team or part of a forty person team in place at most major universities. The bottom line is that without structure and a solid foundation of support, your organization’s communication’s department will never be able to function with the efficiency, creativity, effectiveness and level of organizational respect that is necessary to create effective marketing strategy that supports the organization’s strategic plan.
So where do you start?
What policies, procedures and plans create a solid communications foundation?
In this white paper written by Jarid Brown, we explore seven organizational policies, plans or tools that no growth-oriented nonprofit can afford to be without. These policies create the foundation and framework for successful organizational communications and marketing.
To learn more visit http://www.jaridslog.com or follow me on twitter at http://twitter.com/advancinghope
Impact and evaluation. Integration: breaking down the silos conference, 26 Fe...CharityComms
George Ames, associate director, Forster Communications
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
SMWF Meltwater Buzz & Cell C Present Social Media Monitoring for SM StrategyMikeander
ere is the presentation I gave with Kelvin Jonck from Cell C at the Social Media World Forum
I presented a brief and basic overview of how to use Social Media monitoring to help you shape and define your social media strategy.
Kelvin talks practically about how Cell C (major telco provider) use monitoring to help them run their Social Business
Cape Town ICC - June 1st 201
What to do when your charity hits the headlines for the wrong reasons | Behin...CharityComms
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Balancing public and specialist audiences. Audience strategy conference, 26 M...CharityComms
Rhonda Smith, director, Minerva UK Ltd
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Avoid these 10 mistakes in your internal communications strategyVing
An effective internal communications strategy is crucial to your financial bottom line. Effective communicators and increased profits are directly related. Here are 10 mistakes you should avoid so you can stop sabotaging the way you communicate.
How to build a kickass public interest campaign - for NAMACLyndal Cairns
Strategies, tips and tools for developing a successful public relations campaign - notes from a webinar by Lyndal Cairns for the National Alliance for Media Arts and Culture in September, 2014.
Presentation given at an annual conference that demystifies the media. You do not have to be a large brand to employ a media strategy as part of your marketing and communications efforts.
Social Media - your marketing plan, your advantage@chrisboyer LLC
A 30 minute presentation I gave to the Freddie Mac Diversity Showcase on July 17, 2012 in McLean, VA. This overview of social media was designed to help understand what social media is and how it can be used to create a competitive and innovative edge.
Community Training Institute Presentation - Social Media Level 2Cooper Koch
Presentation about social media to made to staff members from various nonprofit groups in Dallas-Fort Worth who attended the annual Community Training Institute conference. This was the second of two presentation made at the conference on the topic of social media - the first being a very basic intro/overview, and this one, with some more advanced advice and examples.
Using Social Media to Amplify Your Stories: Local Engagement Workshop April 2012sounddelivery
English Heritage, the IHBC and ALGAO: England, along with digital media agency, sounddelivery, ran training workshops for Historic Environment professionals to look at ways in which they could engage local communities in the work they do and to see what role social media can play in achieving that goal. These are the slides from sounddelivery's presentation.
Recording: http://youtu.be/9S0krbjnCZ0
So you’ve dipped your toes into social media: you’ve got a Facebook page, Twitter feed, YouTube channel and CEO blog set up. So now what?
Back up.
Take a hold of your communications plan and start afresh. This webinar is for organizations that have dipped (and maybe dived) into social media, but are now wondering what the next steps are and how they can make their social media investment more focused and worthwhile.
Presentation by: Kirstin Beardsley, CanadaHelps
Registration for MyCharityConnects webinars is open to employees, volunteers, and board members of Canadian charities and nonprofits.
The 2011 MyCharityConnects Webinar Series is generously supported by Direct Energy.
The science behind fake news and misinformation: lessons for effective charit...CharityComms
Dr Andreas Kappes, lecturer, City, University of London
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How to find the heart of your story and truly connect with your audienceCharityComms
Stephen Follows, creative director, Catsnake
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Testing stories in the real world: a case study breakdown with Unicef and Cat...CharityComms
Stephen Follows, creative director, Catsnake and Madhu Parthasarathi, digital campaigns manager, Unicef
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Shifting public perceptions of childhood obesity as part of a long-term appro...CharityComms
Rosa Vaquero, head of communications and Rachel Pidgeon, communications manager, Guy's and St. Thomas' Charity
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Golden rules for changing hearts and minds in divided timesCharityComms
Nicky Hawkins, director of impact, FrameWorks Institute
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How framing is changing the rules of charity commsCharityComms
Luke Henrion, strategic communications manager and Paul Brook, chief copywriter, Joseph Rowntree Foundation
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Applying behavioural insights to commsCharityComms
Clare Delargy, senior advisor, The Behavioural Insights Team
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Alexandra Chesterfield, behavioural scientist, Depolarization Project and Laura Osborne, associate, Depolarization Project and campaigns director, London First
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What if we thought right outside the box?CharityComms
Antonio Cappelletti, director of engagement and communications, The Brain Tumour Charity
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Michele Madden, managing director, nfpSynergy
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What defines us? The importance of authentic communicators and the misconcept...CharityComms
Gary Mazin, stories library manager, RNIB
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What has our brand got to do with our gossip culture?CharityComms
Kelly Smith, partner, NEO and Karin Tenelius, founder, Tuff Leadership Training
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How to identify or develop a values framework and apply it to your audiencesCharityComms
Cian Murphy, research director, nfpSynergy
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Embedding social research insights into your communications and culture CharityComms
Kate Nightingale, head of marketing and communications and Francesca Albanese, head of research and evaluation, Crisis
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
20 Voices for 2020: Using supporter-generated content to share personal storiesCharityComms
Roisin Treacy, media and communications officer, Fight for Sight
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Crisis at Christmas: Sharing real-life stories at the point of supportCharityComms
Grace Stokes, senior media officer and George Olney, stories manager, Crisis
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness MonthCharityComms
Francesca Corbett, press manager, Bowel Cancer UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Crisis communications isn't always about the negativeCharityComms
Nicola Swanborough, acting head of external affairs, Epilepsy Society
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What opportunities does the new parliament offer charities?
What does a good comms strategy look like?
1. Creating Powerful Communications Strategies:
CharityComms Seminar 19 January 2011
What Does a Good Comms Strategy Look Like?
By Ben Matthews
Find out more about CharityComms: www.charitycomms.org.uk
Sign up for the CharityComms eNews for all the latest charity communications news, views
and resources: http://www.charitycomms.org.uk/about/enews.aspx
2. “Remember, we may live in a new world, but the old rules still
apply. Powerful communications has always been about getting
people to pay attention and take action.”
- Fard Johnmar
3. Six questions you must answer before you even begin to
implement your media tactics:
1. What resources do you have?
2. What are your goals?
3. Who is your target?
4. Who is your audience?
5. What is your frame?
6. What is your message?
4. 1. What communications infrastructure do you have?
1. What communications infrastructure do you have?
• How much staff time are you willing to devote to communications? If you
feel you can not afford communications staff, are there communications
funding opportunities on the horizon?
• Who will do the work—are they comfortable with and knowledgeable about
• How much staff time are you willing to devote to communications?
communications?
• If• Whatfeel you can not affordIf you do advocacy,staff, are there
you is your program budget? communications are you willing to
communications that to communications?on the horizon?
commit 30% of funding opportunities
• • How powerful work brand? Is it well known?
Who will do theis your - are they comfortable with and knowledgeable about
communications?
• What is your program budget?
• How powerful is your brand? Is it well known?
The answers to these questions are the foundation from which your comms
The answers thrive or fail.
activity will to these questions are the foundation from which
your communications activity will thrive or fail.
5. 2. What are your goals?
• What are your program, campaign or organisational goals?
• Why are you launching communications efforts in the first place?
• What do you want to achieve?
• What does success look like?
6. 3. Who is your target audience?
Who are you trying to reach?
• Supporters, investors, volunteers, donors, direct service users, secondary service users
• Who do you need on your side to get what you want?
Your Audience
• The people who can to persuade the decision maker to do what you want
• Know your audience through research: Focus groups, Surveys,etc
7. 4. What is your frame? • What is this issue really about?
• Who is affected?
• Who are the main protagonists?
• What images communicate this?
• With what organisations do you
want to be associated with?
• What political positions?
• What people?
Describe the issue in a way that resonates with the values and
needs of your audience, and is also interesting to the media
8. 5. What is your message?
Problem: Introduce your frame. Describe how your issue affects your audience and
its broader impacts.
Solution: Speak broadly about the change you wish to see. Speak to peoples’ hearts
with values-rich language and images.
Action: Call on your audience to do something specific.
Make sure key people in your organization buy into this message, craft your message to
be appealing to journalists and convincing to your target audience, and brainstorm
soundbites that expresses your message in a few seconds
9. 6. What tactics will you employ?
Now that you know what you want to say and why, it’s time to figure out how
you’re going to broadcast your message.
What channels:
• Print - Op Ed, Letter to the Editor, Guest
article, magazine feature
• Broadcast - Radio or TV Talkshow
Appearance
• Blogs
• News Sites
• Social Media: Twitter, Facebook, Youtube
What events:
• New Study/Report/Announcement
• Event/Anniversary
• Dramatic Human Interest
• Controversy
• Fresh Angle on Old Story
• Calendar Hook/Holiday
• Profile of Fascinating Person
• Response to Big News Story
• Celebrity Involvement
10. Putting it all together
Tactics
Message
Context
Target Audience
Goals
Infrastructure
12. Monitor and Measure Everything
• Create a system to capture your media hits.
• Consider a print news clipping service
• Contact an audio/video clipping service prior to major TV and radio hits to ensure
capture of those hits.
• Search news sites such as Google News for mentions
• Enlist staff or community volunteers to collect print hits and record TV and radio
appearances and features.
• Note which journalists covered your story. If you liked the coverage, thank them
tactfully for a well-balanced story. Continue to cultivate your relationship with them.
13. Evaluate, Iterate, Implement
• After each activity, assess what was successful and what could improve
• Reflect on the process and outcome
• Consider resources used
• It might help to wait a week or more after the event to begin assessment, as this will
allow for perspective to develop and can result in more honest assessment
16. Thank you.
the volunteer-run comms agency for the third sector
17. Creating Powerful Communications Strategies:
CharityComms Seminar 19 January 2011
Find out more about CharityComms: www.charitycomms.org.uk
Sign up for the CharityComms eNews for all the latest charity communications news, views
and resources: http://www.charitycomms.org.uk/about/enews.aspx