Date post: | 01-Nov-2014 |
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Marketing |
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Dream. Build. Connect. How to use new and traditional media to build a strategic communications plan and
campaign A front-page newspaper article about a cause you support is great. An engaged Facebook community can do wonders. But bridge those two communications together,
sprinkle in the powerful story of your organization, and you have the potential to enact real change.
This daylong seminar is designed for organizational leaders and leads participants through lessons on how to develop your
message, where to tell your story and how to pull it all together into a strategic communications plan and campaign. We’ll
discuss how to build an annual communications strategy, how and when to layer in social media, mass media and strategic
partnerships.
LEARNING OBJECTIVES: 1. Define strategic communications campaign.
2. Developing core brand messages. 3. Developing a strategic messaging calendar.
4. Developing campaigns to promote an organization throughout the year, to include various public relations and communications
methods.
“To connect to people at the deepest level, you need stories.”
-Robert McKee
What is STRATEGIC COMMUNICATIONS?
Exactly what it sounds like.
“…infusing communications efforts with an agenda and a master plan. Typically, that master plan involves promoting the brand of an organization, urging people to do specific actions, or advocating particular legislation.”
What’s Your Agenda?Who are you trying to reach? Why?
BREAKOUT SESSION
Yesterday’s Media
Yesterday’s Newsroom
Yesterday’s News StaffReporters. Photographers. Editors. Producers. AND MORE!
Too busy to leave desk for lunch?
Laid off?
Coffee powered!
On the phone
Rumpled jacket
2 screens
Today’s Media
Stressed out posture!
stacks
Files!
Rumpled hair…what’s
left of it
Files and
more files
Today’s Media
An Empty Newsroom
Today’s News StaffNote the reporter notebook & camera.
Today’s News CycleNews Event
Publish brief on web site
Teaser on social media
Blog post
Attend event / go to scene
Take photos, get
notes, interview
Return to office and
update web site,
social media and Blog post
File story for
broadcast that
evening or morning edition
Post video and images
Update social media
So how to you reach busy reporters? With the right story.
“In an age of 24/7 information, nothing dates faster than factual content. Properly executed stories, on
the other hand, offer the possibility of winning hearts as well as minds, while delivering an immersive
experience around your products, services and brand assets.”
-Robert McKee
Strength of the Pitch!
• Event• Compelling
Story• Statistics• National
Trend
What stories can you tell?Brainstorming Story Ideas
BREAKOUT SESSION
TV Media**Sound bites ** Confidence **
**Moving, visual interest**
Radio Media**Breaking News ** In Depth Topics ** Music Angle
** ** National Trends **
Print MediaDaily & Weekly
Breaking NewsPhotographs
Graphics Statistics
Human Interest Lifestyle
Investigative
Magazines
• Storytelling
• Compelling trends
• Visuals
Online MediaSocial Media, Online News Sites, Bloggers
• Latest, breaking news• Man on the street• Gritty videos• Photos• Cuteness• Virality• Gossip• Lifestyle
BREAKOUT SESSION
What mass media outlets speak to your audience?
TVRADIO
NEWSPAPERSBLOGGERS
NEIGHBORHOOD NEWSLETTERSONLINE NEWS SITESEMAIL NEWSLETTERS
CHAMBERS OF COMMERCEMAIN STREET ASSOCIATIONS
FEEDER PUBLICATIONS
What Reporters Hate…from HubSpot
What Reporters Hate…from HubSpot
What Reporters Hate…from HubSpot
What Reporters Hate…from HubSpot
Always On Deadline
• Reporters have a constant sense of urgency –web sites to update, photos to take, videos to edit, Blogs to post to, Facebook and Twitter feeds to maintain…and papers and newscasts to fill with news each day…before their competitor beats them to the story.
• Stories for the weekend are being written during the week. Multiple daily deadlines!
Caution!
• Don’t pitch junk• Opportunities are time sensitive and dissolve if you
take too long• Recognize that news needs to be unique OR uniquely
told to get the most attention or the best placement• Must incorporate social media into plan • Recognize the different levels of earned media• MEASURE results • A social media update could get traction and go from
a blurb to a big story so ….be prepared!
-Recommendations developed with Moore Than Words.
The WIN!• News covered in briefs
section / evening news
• News covered by Blogger
• News shared on social media
• FRONT PAGE, NAME IN HEADLINE w/ PHOTO!
• Factual coverage of event
• Profile of key stakeholder established as thought leader
What SOCIAL MEDIA is NOT?
What is SOCIAL MEDIA?
The Basics
The Basics
People living in cities spend the most time on Social Media, at 70% of the population. And women, on average, spend 9% more time on social networking sites than men. –Pew Research Center
How many Internet users? WORLD: 2.4 Billion. With a B. –Internet World StatsUS: 274 Million.
The Basics
The Basics
The Basics
The Basics
The Basics: LinkedInaka Facebook for professionals.
The Basics:You Tube
MobileHow many times have you looked at your phone since this course started?
What is SOCIAL MEDIA news?
Social Media News Cycle
Social Media = PR Booster
• Leverage your news everywhere• Get information on what the audience
is interested in with polls, questions and by looking at what gets shared
• Gather fans and reward them with timely relevant info
• Utilize various platforms for different demographics-Recommendations developed with Moore Than Words.
SOURCE: http://www.previewnetworks.com/blog/tag/earned-media/
Pulling It Together
The Payoff
SOURCE: IntersectionConsulting.com/Blog
Start With a SINGLE Calendar
Natio
nal M
on
th o
f XX
X
The Facts.
Build a Plan
BREAKOUT SESSION
The Process• Who is the voice? • What is your mission statement?• How will you measure results? • Are you ready for the phone calls? • What is your process?– Checklist for items needed before
campaign begins.• Photos• Videos• Routing news for approval• Social media management
The Media is HUNGRY• They need your news. – Fewer reporters to fill more news space
(online, on air, in print).
• They want to tell your stories.– Every reporter loves a good story!
• You just need to get it in front of them! – Speak their language! Reach them with
press releases. Build the buzz around your news on social media.
• Get ready!
Dream. Build.
Connect.