Talking the Talk: Creating a Communications Strategy

 Melanie ChasteenOctober 16, 2015

What we’ll cover

Creating a Plan

Determining the Goal

Defining the Audience

Developing the Message

Media Strategy

Let’s Practice!

Creating a Communications Plan

Determining the Communications Goal

Determine the Communications Goal

General Goal: Promote the after-school programs.

Specific Goal: Motivate local businesses to support after-school programs.

Even more specific Goal: Motivate local businesses to support after-school

programs in inner-city neighborhoods.

Determine the Communications Goal

General Goal: Encourage parents to talk to their children about healthy relationships.

Specific Goal: Encourage parents to visit www.talknow.org to learn tips on talking to their

children about healthy relationships.

Even more specific Goal: Encourage parents to visit www.talknow.org to learn tips on talking to their children about healthy relationships and to

sign the “parent pledge.”

Determine the Communications Goal

Raising Awareness

Changing Behavior

Promoting a Service/Program

Promoting Change

Fundraising

Define the Audience

Define the Audience

General Public

Parents

Teens

School officials

Policymakers

SHAC members

Teachers

Define the Audience

Geography

Age

Gender

Cultural Background

Employment

Develop Core Messages

Develop Core Messages

Not everyone is doing it – and if more teens knew that, they’d feel supported in

waiting

Sex has consequences – both physical and emotional

Have a plan: Think about what you’ll do in the moment (before you’re in the moment)

Media Strategy

Types of Media

Earned

Paid

Owned

Earned Media

Newspapers

Blogs

Viral Social Media

TV News Stories

Paid Media

Advertising

Owned Media

Website

Blog

Social Media

Media Relations

Practice Makes Perfect

Questions?

Contact Information

Melanie Chasteen

Director of Communications

Texas Campaign to Prevent Teen Pregnancy

melanie@txcampaign.org

512.791.5110