StrategicCommunications forProgressivesBe the Media! 2012Denise Moorehead, Moorehead Creative
Your Goals      Why are you here at Btm! today?      Why did you decide on this workshop?      What specific takeaways ...
Strategic Communications Defined  The use of outreach tools and programs  designed to create, strengthen and/or  preserve ...
Corporate Communications    Corporate communications    spending, which includes    advertising, marketing and strategic  ...
Progressive Strategic   Communications Defined    The use of messages, images, reputation    and ideas to persuade others ...
Getting the Lay of the Land: From a Tool Created by Dr.   Charlotte Ryan, Professor, Sociology Dept., UMass LowellDecember...
Purpose, Priorities and Goals   Purpose is pretty clear: You want to move a    progressive agenda forward, specifically a...
Audience      Who do you want to reach?         Primary,   secondary (not media at this point)      Why do you want to ...
Audience cont’d  Why should they help you?  Benefits-orientation: What will they get   from this?  List several benefit...
Your Niche   Who do you serve? Where? How? (this    should overlap with audience)      List  all groups, including      ...
Your Niche cont’d What are your strengths? What are your weaknesses? Are there legacy activities (activities that no lo...
Reevaluate Goals. Add Objectives.   Incorporating audience and niche    information, restate your goals and    develop tw...
Evaluation (yes, now!)   This is the time to decide how you will measure    success.        State exactly what you will ...
Individual & Group Work – 20 min.   State what your organization hopes to achieve    from communications work.   Decide ...
Develop Your Overarching Message   Your message should:      Crystallizeyour mission and intended impact.      Clarify ...
Develop Your Targeted Messages For each key group and/or program Do you need different messages for each  stage of the g...
Communications Strategies/Tools    Strategies/Tactics:                  Corresponding Tools:       Media               ...
Moving From Strategy to Tool: Media   Media        Craft your story: Is it hard news, or a feature?        What tool ma...
Press Release Format    Contact Info FOR IMMEDIATE RELEASE: May 21, 2012                  CONTACT: Denise    Moorehead, dm...
Press Release Format cont’d    Action outcomes and name dropping According to Dr. Bruner, the conference will help states ...
Media Advisory/Alert                   MEDIA ALERT                    (actual format)   Headline (what is the event, and ...
Pitch Email   First paragraph: Let the media know you are familiar with what they do and that you    have an idea that’s ...
Contacting Press Best tools to contact: HARO, Vocus,  Reuters, boston.com/yourtown, Patch, etc. Determine best time of d...
Social Media Connect with your audience in less  formal, more interactive ways. Usual suspects: FB, LinkedIn (best bet f...
Grow Your Own: Have Control e-Communication: Your e-news, message  from the ED, e-blasts, e-advocacy e-Commerce: Your br...
Group Work   Ask, how can I best reach my audiences?December 6, 2012   Strategic Communications for Progressives
Evaluation Time to do your evaluation. What worked? What did not? Make mid-course corrections. Do a full-year evaluati...
Fabulous Resources   PCN    http://progressivecommunicators.net/   Spin Academy    http://spinacademy.org/resources/   ...
Fabulous Resources cont’d   PR Ideas    http://www.publicrelationsideas.com/how_to_format_a_great_pitch_letter_000288.htm...
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Strategic communications for_progressives

  1. 1. StrategicCommunications forProgressivesBe the Media! 2012Denise Moorehead, Moorehead Creative
  2. 2. 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
  3. 3. 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.December 6, 2012 Strategic Communications for Progressives
  4. 4. 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.December 6, 2012 Strategic Communications for Progressives
  5. 5. 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 prevailDecember 6, 2012 Strategic Communications for Progressives
  6. 6. Getting the Lay of the Land: From a Tool Created by Dr. Charlotte Ryan, Professor, Sociology Dept., UMass LowellDecember 6, 2012 Strategic Communications for Progressives
  7. 7. 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.December 6, 2012 Strategic Communications for Progressives
  8. 8. 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??December 6, 2012 Strategic Communications for Progressives
  9. 9. 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 paperDecember 6, 2012 Strategic Communications for Progressives
  10. 10. 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?December 6, 2012 Strategic Communications for Progressives
  11. 11. 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?December 6, 2012 Strategic Communications for Progressives
  12. 12. 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 audienceDecember 6, 2012 Strategic Communications for Progressives
  13. 13. 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.December 6, 2012 Strategic Communications for Progressives
  14. 14. 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.December 6, 2012 Strategic Communications for Progressives
  15. 15. 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.December 6, 2012 Strategic Communications for Progressives
  16. 16. Develop Your Targeted Messages For each key group and/or program Do you need different messages for each stage of the goal?December 6, 2012 Strategic Communications for Progressives
  17. 17. 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 December 6, 2012 Strategic Communications for Progressives
  18. 18. 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.December 6, 2012 Strategic Communications for Progressives
  19. 19. 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.”December 6, 2012 Strategic Communications for Progressives
  20. 20. 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-December 6, 2012 Strategic Communications for Progressives
  21. 21. 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...December 6, 2012 Strategic Communications for Progressives
  22. 22. 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 dont 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.December 6, 2012 Strategic Communications for Progressives
  23. 23. 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 importantDecember 6, 2012 Strategic Communications for Progressives
  24. 24. 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?December 6, 2012 Strategic Communications for Progressives
  25. 25. 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 beforeDecember 6, 2012 Strategic Communications for Progressives
  26. 26. Group Work Ask, how can I best reach my audiences?December 6, 2012 Strategic Communications for Progressives
  27. 27. Evaluation Time to do your evaluation. What worked? What did not? Make mid-course corrections. Do a full-year evaluation.December 6, 2012 Strategic Communications for Progressives
  28. 28. 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/December 6, 2012 Strategic Communications for Progressives
  29. 29. 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-mediaDecember 6, 2012 Strategic Communications for Progressives

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