Partnership for America’s Economic Success “ What Are You Talking About”

Partnership for America’s Economic Success “What Are You Talking About” National Economic Forum on Early Childhood Investment March 10, 2010

“What Are You Talking About?” Communications Workshop • Presenters • Rolanda Rascoe, Communications Manager • Partnership For America’s Economic Success, PCS • Margie Newman, Communications Manager • Pew Home Visiting Campaign, PCS

COMMUNICATIONS PLANS 101 • Communications Goals • Why do you need to implement communications? • Broad, Intangible (i.e., “advance a legislative bill through increased awareness”) • Communications Objectives • What do you want to accomplish? • Specific, Tangible (i.e., “Two published op-ed’s co-signed by a business leader”) • Target Audience • Primary (State legislators or other decision makers) • Secondary (Business leaders or others who influence the decision makers) • Who can help you reach them? (i.e., editors, reporters, producers, etc.) • How can you influence the media? (i.e., interview your business leader advocate) • Research • What do you need to know about your audiences and the media? • How will you get this information? • What is your issue really about and who is ultimately affected by it?

COMMUNICATIONS PLANS 101 (continued) • Key Messages • Facts, issues, solutions and calls to action • See ‘message box’ slides • News Hooks (Localization; Relevance) • Strategy/Plan • How will you reach your target audience? • What tactics and tools do you need to use? • See ‘communications tactics and tools’ slide • Budget • Distribution Schedule • Standing (recurring) vs. Special (i.e. weekly newsletter or a one-time brochure) • Evaluation • Develop a schedule to track and assess results and progress against objectives

MESSAGE BOX (for internal use only) • Objectives • Key Messages • Supporting Messages • Desired outcomes • Considerations • Boilerplate • Includes your mission statement • Call to action *see next two slides for examples

Campaign Messaging

Your message foundation. If you could only say three things… Important facts that build your case for support and tell your story

COMMUNICATIONS TACTICS & TOOLS • Press Releases • Articles • Success Stories • Letters to the editor (opinion editorial) • Press Conferences • Radio, Television or Press Interviews • Radio Media Tours • Seminars • Speaking Engagements • Event Sponsorships • E-newsletters • Social Media • Meet with the editorial board of your local newspapers (see next slide)

EDITORIAL BOARD MEETINGS • EBM’s can influence editors to support your position on an issue and write an editorial • Call to arrange an EBM especially for your local newspapers • Call weeks in advance and stay away from election periods • Ask for the individual in charge of scheduling EBM's • At larger papers, ask for the writer assigned to write about your issue • Find out how much time they’ve blocked for your EBM • Do the ‘homework’ for the editors ahead of time and help them frame your issue • Bring high profile advocates with you • Local business leaders; State and local political leaders; Influential community leaders; CEO’s and Executive Directors of local advocacy groups • If the purpose of your meeting is to back a specific position make sure you ask the paper "for their vote" • Thank the editors for their support and time • Three possible outcomes of every EBM • The editors will write an editorial and either support or oppose your position • They will not write an editorial on your issue • A "beat reporter" will write a news story based on your visit

CONSIDERATIONS • Standing/Recurring versus Special • i.e., weekly newsletter or one-time brochure • Branding and Visual Identity • Capacity/Bandwidth • Do you have the time? • Do you have the staff? • Technology Infrastructure

SOCIAL MEDIA TOOLS (today)

DO’S (for working with the media) • Always check the spelling of names, titles, organization, address, etc. • Use prepared talking points in the beginning of your pitch as a guide • Keep in mind your reporter’s audience and localize your pitch • Before ending the call (or meeting), don’t forget your ‘asks’ • After you get what you need, ask “How can I help you?” • Respect reporter deadlines • Offer all of your contact information • Always follow through on promises as soon as possible • Send a hand-written thank you note

DONT’S (for working with the media) • Don’t call them on a Friday • Don’t contact them if you’ve been asked not to • Don’t sound like you’re reading a script during your pitch • Never talk “off the record” • Never directly ask a reporter to write about “you” • Never send/give a gift, no matter how small its value • See ‘media outreach tips’ handout

RESOURCES • Rolanda Rascoe Senior Associate, Communications Partnership for America’s Economic Success The Pew Center on the States rrascoe@pewtrusts.org • www.PartnershipForSuccess.org

Partnership for America’s Economic Success “ What Are You Talking About”