Using the right communications channels and tactics

1. Using the right communications channels and tactics Samuel Tagayun Ramos, Jr., MCM

2. Once you are clear on your target audiences, the messages and the strategy you can begin to assess what channels and tactics will be most effective. A channel is the medium you use to send and receive messages, while the tactics are the practical outputs you then create which are delivered via the channel. Channels have more or less significance depending the sensory impactful they have (ie vision and sound, plus smell, taste and feeling) with, as a rule, face-to-face/one-on-one communications being most and print channels being least impactful and memorable. As a side note, research studies, investigating, the lasting impact of social media, are probably something we should all look out for and pay attention to,

3. MOST IMPACTFUL Face-to-face—one-to-one Face-to-face—group Live event Cinema TV/Video Photography Interactive digital (internet including, social media) Non-interactive digital Radio Printed word Channels for impact

4. These days channels are often categorized like this: • Owned channels, eg your own website (or corporate website), your own newsletter, your own events, all of which you have control over. • Paid-for channels, eg Google AdWords, pay-per-click (PPC), promoted tweets, banner advertisements, etc. • Rentel channels eg your Twitter handle your LinkedIn page/Facebook/Instagram • Earned channels, ie editorial coverage in the media, trade press, national media broadcast and accompanying website. Least impactful

5. -If you already have a number of channels set up, review then regularly—are they still effective? -How do you measure them for effectiveness? -does your target audience still use the channel? What have they shifted to? -Are you using the channel for research and for listening to your audiences, as well as for getting messages across? -Has a channel been superseded by another, more effective communication tool? Increasing probability of your message and content

6. Is often considered first these days because it is fast. Comparatively inexpensive and enables a two-way dialogue, but it should not be considered in isolation. Established so-called ʻtraditionalʻ channels, particularly media and face-to-face engagement, remain highly influential. Digital

7. 1.Your website must be easy to find. 2. People want fast answers. 3. Providing your audience get what they want. 4. An online press office that has current and archives. 5. By following good design conventions. 6. Better to go for simple graphics than overly sophisticated ones. 7. Give control to your website visitors and allow them to tailor their experiences. Websites

8. *The site is easy to understand, use and navigate *It speaks the language of your target audiences. *Every page can be viewed in multiple browser *The website is mobile and tablet-enabled *Badges with links to your social assets *There is no need to scroll sideways *The purpose of each page is clear to the reader *Any action you want the reader to take is clear Your website checklist

9. *The reader can quickly identify areas of interest. *The important information is at the top of each page. *There is a clear focal point on each page. *Use headlines and pictures to get attention quickly. *The lay-out is clear—use bullet points and white space to make reading & scanning easy. *The design (colour palette, type face, logo) follows corporate brand identify guidelines. *Comfortable colour combinations. *Any page downloads quickly. *Use columns for text, avoiding text across the entire landscape screen. *The copy is reader oriented and has a clear aim-right style, right content, right structure. *All copy is a concise and as brief as possible.

10. *Appropriate use of ʻwhitespaceʻ above and below headline *Headlines are attention-grabbing. *Moving graphics/animations are used for a reason not for whim or novelty. *Minimal clutter on the page—not too many logos, badges or flashing signs or banners. *Pages are Search Engine Optimized (SEO). *All pages are tagged. *Interesting articles, whitepapers, reports, etc can be easily ʻsocializedʻ through Twitter or ʻsharedʻ via LinkedIn, Facebook, or Google.

11. Websites and online tools which allow users to interact with each other in some form—by sharing information, opinions, knowledge and interests—are all broadly known as social media. Social Media

12. Facebook YouTube LinkedIn Twitter Google+ Wordpress

13. Anyone can be a blogger and there are millions of blogs. There will be millions of new bloggers today and there will be millions of new ones tomorrow but itʻs only the ones that are read and respected that matter. Successful blogging has lots of benefits to business. Blogging

14. * Is it going to be regular blog? * Will it only be used as a ʻpushʻ marketing channel or will it be encourage a two-way conversation? * How do we identify and communicate with influential bloggers relevant to our issue/products/sector? *How do we create, write and maintain blogs that support and add value to our conversations strategy, do a group of people take turns to write the blogs for the CEO, CTO, CIO, etc? * How de we market our blogs so the target audience and stakeholders are driven to them—will this be ʻsocializedʻ via the corporate Twitter, corporate website, or by individuals or both? Aspects of blogging

15. Reviewing blog posts and ensuring that they are all in line with the communications and strategy goals; • Ensuring the content of the blog is factually and grammatically correct; • Monitoring comments and replies posted by readers; • Discovering blog-worthy topics and tasking them to the bloggers; • Flagging posts and comments that may need involvement from managers and PRs; • Ensuring consistency with any current marketing or sales campaigns. The role of gatekeepers

16. Alpha socializers (a minority) people who use sites in intense short bursts to flirt, meet new people, and be entertained. • Attention seekers (some) people who crave attention and comments from others, often by posting photos and customizing their profiles. • Followers (many) people who join sites to keep up with what their peers are doing. • Faithfuls (many) people who typically use social networking sites to rekindle old friendship, often from school or university. • Functionals (a minority) people who tend to be single-minded in using sites for a particular purpose. How people use social networks

17. Concerned about safety-people concerned about safety online, in particular making personal details available online. • Technically inexperienced-people who lack confidence in using the internet and computers. • Intellectual rejecters-people who have no interest in social networking sites and see them as a waste of time. Non-users

18. Socialize-(social networking) • Work together-(business) • Work together-(community-geographic) • Work together-(issues) • Have topical conversations- Virtual communities

19. Will your users be visiting from home or from work? • Workplace users • Will your users be in one time zone or not? • How many visitors are you anticipating? • Are there any physical limitations? • How technologically savvy are your users? Building an online community

20. As a public relations professionals one can only imagine that if one have not used Twitter one have only just come out of a 10-year coma. Twitter is the global breaking news channel. Twitter

21. -YOUR CUSTOMERS; -YOUR BUSINESS PARTNERS; -YOUR COMPETITORS; -TRADE OR PROFESSIONAL ORGANIZATIONS -JOURNALISTS AND ANALYSTS -INNOVATORS AND THOUGHT-LEADERS General rule start following people in these categories:

22. 1. Tweet: message you send out to everyone who follows you; • 2. @Reply: a message you send out as a reply to a message you received; • 3. Mention: a message you send out that mentions another Twitter username; • 4. Direct Message (DM): a message you send privately to another Twitter user.(NB: You can only send a DM to someone who follows you). • 5. Retweet (RT): a message created and sent by someone else that share with the people who follows you. 5 ways to engage using Twitter

23. The more tweeting you do, the more engagement and clicks youʻll get; • Tweeting keyword-enhanced, good content throughout the day will attract followers specific to your industry/interests. • Build your Twitter following by following those who follow companies/people similar to you. • Use #hashtags to amplify your content, • Use scheduling tools like HootSuite to broadcast tweets at peak time. • Twitter List provide real-time intelligence feeds. • Making some of your Twitter Lists public drives traffic to your profile and gains you followers. • Branding your Twitter page like you would your website will help grow you following. Twitter tips

24. There has been a whole load of soul-searching about media practice over recent years with the phone-hacking scandal and privacy invasion. Many media professionals think that their integrity has been brought into operation, with some fearing that the result will be the suppression of good investigative journalism. Ethics and the media—post-Leveson…where now?

25. Trust • Truth and accuracy • Impartiality • Editorial integrity and independence • Harm and offence • Serving the public interest • Fairness • Privacy • Children • Transparency • Accountability Case History

26. The target audienceʻs agenda • The journalistʻs, producers, editors agenda • The media ownerʻs agenda • Your organizationʻs agenda Working with journalistsʻ work

27. People watch TV and listens to Radio to be informed • Itʻs a high probability that, if your organization appears on broadcast news, you have to do you part of the ʻnewspackageʻ. • Consider the range of broadcast opportunities available, over and above news. • Logistics are complex, and must take into account. • While some TV is still live, much is pre-recorded. • Documentaries and current affairs programmes can be made months in advance of their transmission. • Editing can change meaning, sometimes dramatically • If you agree to being filmed? Broadcast media

28. Why do they want to film? • What format is it going to be edited into? • Why do they want to film? • What do they want to film/photograph? • When do they want to film/photograph? • Who and how many people will be filming? • What equipment will they be bringing? • How long will it take? Filmed? Do we have to answer these questions?

29. Magnitude-how BIG, is this story? • Relevance-how relevant is this story to our viewers • Power elite-does this story involve story royalty, politicians, lords, police, lawyers? • Celebrity-is this a well known face? • Entertainment-will this amuse our readers? • Bad news-how will this affect people? • Good news-do we have a hero? • Surprise-well I never knew that! • Follow-ups-a year since…five years? • The news organizationʻs agenda- we have a liberal view/well educated professionals. What makes good content