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{ Strategic Communication }

{ Strategic Communication }. Communicating for Change A workshop for the Healthy Communities Initiative. Vera Bothner Tami Bradley October 2, 2013. “People who work together will win, whether it be against complex football defenses or the problems of modern society.”

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{ Strategic Communication }

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  1. {Strategic Communication} Communicating for Change A workshop for the Healthy Communities Initiative Vera Bothner Tami Bradley October 2, 2013 “People who work together will win, whether it be against complex football defenses or the problems of modern society.” - Vince Lombardi, 1959-1967 Green Bay Packers coach

  2. {Strategic Communication} • Today’s focus: • Audience • Message • Media “With public sentiment nothing can fail; without it, nothing can succeed.” - Abraham Lincoln, 1858

  3. {Strategic Communication} Want Influence? Eliminate your blind spots* The Fast and Furious Ready, Fire, Aim The Upsiders The Over Estimators The Narrow Field of Dreamers The Gut Reactors No GPS Crew *Spitfire Strategies

  4. {Strategic Communication} Want Influence? Eliminate your blind spots* 1 2 3 4 An informed hypothesis about how the decisions will get made An understanding of how the organization can influence the decision-making process and a game plan for making that happen A clear sense of the decisions that need to be made An understanding of who makes the necessary decisions *Spitfire Strategies

  5. Community Change Framework Community Mobilization Community Education Environment that Supports Community Health Policies Advocacy with Organizational Decision Makers Educating Government Policymakers

  6. Why is communication important for public policy and CCF? • Audience centered • Builds relationships • Action oriented

  7. {Strategic Communication } AUDIENCE

  8. {Strategic Communication } Target audience • Who are you trying to reach? • Legislators • City council • County commissioners • School board • Media • General public

  9. {Strategic Communication } Know your audience • Who do you want to reach? • What do they believe? What are they doing now? • What’s keeping them from believing or doing what you want them to?

  10. {Strategic Communication } Listen “One of the best ways to persuade others is with your ears--by listening to them.”-Dean Rusk

  11. {Strategic Communication} • Listen • Target audience • What do we know? • Demographics • Interests • What do they know about our policy/issue? • What do we need to know? • Are they open to our policy? • Who do they listen to? Follow? • What will get them interested in supporting our policy?

  12. {Strategic Communication } • How to listen • Quantitative • Email • Mail • Phone • Qualitative • Focus groups • 1:1 conversations (in person, phone) • Intercept interviews

  13. {Strategic Communication } • How to listen - online • SurveyMonkey • Twitter: Follow and monitor • Facebook: Likes, Friends, Events • LinkedIn: Business network • Blogs: Monitor • Websites: Getting to know organization

  14. {Strategic Communication } MESSAGE “The pure and simple truth is rare pure and never simple.” – Oscar Wilde

  15. {Strategic Communication } Action • Vote • Testify • Organize • Tell their neighbors • Change a business policy • Modify language

  16. {Strategic Communication }

  17. {Strategic Communication} • Develop Messages – Guidelines • Positive language • Plain English • Length • Sound bite rule – 27-9-3 • Stories + visuals + anecdotes • Rule of Three • Bridging • Quotable

  18. {Strategic Communication} • Bridging Language • Uses transitions to bring you back to your key messages: • What’s important to remember . . . • Let me just add . . . • That reminds me . . . • Let me give you some information about . . . • But the facts are . . . • Here’s another way to look at that . . .

  19. {Strategic Communication} Message Development Worksheet • What I want to communicate MOST is: • Message • Story • Example • Message • Story • Example • Message • Story • Example

  20. {Strategic Communication} Getting your message out: Working with the media “Forget the bullet points. Tell a story.” Andy Goodman

  21. {Strategic Communication} Why work with the media? To achieve objectives: • Sell ideas, vision, mission • Change attitudes • Low-cost means for message • Position your organization as a leader “If you don’t exist in the media, for all practical purposes, you don’t exist.” Communications Consortium Media Center

  22. {Strategic Communication} How the media work • Media have a job to do – and so do you • Internal structures and bosses • Timeframes • Inside the reporter’s mind • Types of Media • Broadcast • Print • Small markets • Larger markets • Know your media

  23. {Strategic Communication} • When to work with the media • News Tip • News Release • News Conference • Guest Editorials • Other

  24. {Strategic Communication} • Prepare - Before the Interview • Get to know the reporters • Get together background information • Be prepared • Develop a media policy • Ask questions: • What information interested in? • Focus of story? • Who else talking to? • Deadline?

  25. {Strategic Communication} • Respond – During the interview (10 points): • 1. Exercise your rights • 2. Keep it short, simple and to the point • 3. Be prepared to be interrupted • 4. Keep your focus • 5. Use positive language • - Idon’t believe … Here’s what I believe • - It won’t work … Let me make a suggestion about how it might work

  26. {Strategic Communication} Respond: During the interview 5. If you don’t know, say so, then find out 6. Do not speculate on other issues 7. Utilize the silence 8. Never say “no comment” 9. Phone interview - notes

  27. {Strategic Communication} • Respond: During the interview • 10. TV Interview: • Wear solid colors, gray, off white or pastel shirts or blouses • Have demeanor appropriate to subject • Smile and be friendly if good news • Compassionate and serious if not • Lean forward slightly in your chair • Keep eyes on interviewer – not on camera

  28. {Strategic Communication } MEDIA http://www.kwch.com/news/news-adk-kwch-video-zoos-elephant-exhibit-needs-new-money-to-move-forward-20130909,0,4853289.premiumvideo Sedgwick County Zoo volunteer chair makes the chase for more funding. http://www.ksn.com/2013/07/16/poll-shows-kansans-love-clean-indoor-air/ Statewide poll shows support for clean indoor air law http://www.kwch.com/news/kwch-news-am-zoos-elephant-exhibit-needs-new-money-to-move-forward-20130909,0,2028727.story

  29. {Strategic Communication} • Final thoughts: • Choose your battles carefully • The interview is not over until the reporter leaves • Invite the reporter to call with questions • Not typical to see the story before it is printed or aired “Never miss a good chance to shut up.” Will Rogers

  30. Community Change Framework Community Mobilization Community Education Environment that Supports Community Health Policies Advocacy with Organizational Decision Makers Educating Government Policymakers

  31. {Strategic Communication } • MEDIA: • Meetings • Phone calls • Email • AUDIENCE: • Community members • Organizations • Champions Community Mobilization • MESSAGE: • Shared goals • Leverage • Coalition building • Funding • Training/Supporting Environment that Supports Community Health Policies

  32. {Strategic Communication } • MEDIA: • News media • Social media • Events • AUDIENCE: • “Public” – targeted segments Community Education • MESSAGE: • Beliefs • Behaviors Environment that Supports Community Health Policies

  33. {Strategic Communication } • MEDIA: • News media • One-on-one meetings • “Legislative Days” • Reports, briefs, summaries, PowerPoints • AUDIENCE: • Elected officials – city, county, state, federal • Key staff Educating Government Policymakers • MESSAGE: • Targeted information • Brief • Goal is “education” • Also, build on other messages • Shared goals • Leverage • Coalition building • Funding • Training/Supporting Environment that Supports Community Health Policies

  34. {Strategic Communication } • MEDIA: • Meetings • Phone calls • Email • Toolkits/fact sheets • AUDIENCE: • Coalition members • Organizations • Businesses • Nonprofits Advocacy with Organizational Decision Makers Environment that Supports Community Health Policies • MESSAGE: • Shared goals • Part of the team • Make the case

  35. COMMUNICATIONS PLAN {Strategic Communication } Target audience? Message? How? Target audience? Message? How? Target audience? Message? How? Target audience? Message? How?

  36. {Marketing and Public Relations} Build Your Own Plan Goal #1: By ____, ______________(policy goal) Target audience Messages How? Community Mobilization

  37. {Marketing and Public Relations} Build Your Own Plan Goal #1: By ____, ______________(policy goal) Target audience Messages How? Community Education

  38. {Marketing and Public Relations} Build Your Own Plan Goal #1: By ____, ______________(policy goal) Target audience Messages How? Educating Government Policymakers

  39. {Marketing and Public Relations} Build Your Own Plan Goal #1: By ____, ______________(policy goal) Target audience Messages How? Advocacy with Organizational Decision Makers

  40. {Strategic Communication } Report out

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