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Audience-Based Communications Strategies Politics, Policy and The Press Communicating for Effective Action The Brookin

2. Why do we communicate?. Inform policyShare research or intelligenceDrive a result or actionCreate an image or brand". 3. Audience-Based Communications Answers the questions: What does it mean to your audience? Why should your audience care?. 4. Discussion Topics. Six Strategic Question

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Audience-Based Communications Strategies Politics, Policy and The Press Communicating for Effective Action The Brookin

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    1. 1

    2. 2

    3. 3

    4. 4 Discussion Topics Six Strategic Questions for Audience-Based Communications Exercise: Develop Your Communications Strategy Closing Comments

    5. 5 The Audience-Based Communications process leads you to an effective message strategy with 6 Questions: Target? Action? Rewards? Support? Image? Openings? Iterative process Each changes as you learn more about the other Seem simple but they are not Based on a lot of qualitative and quantitative research Iterative process Each changes as you learn more about the other Seem simple but they are not Based on a lot of qualitative and quantitative research Iterative process Each changes as you learn more about the other Seem simple but they are not Based on a lot of qualitative and quantitative research Iterative process Each changes as you learn more about the other Seem simple but they are not Based on a lot of qualitative and quantitative research

    6. 6 Who is the target and what is he/she like? 1. THE TARGET

    7. 7 WARNING: You are not the target audience!

    8. 8 What about us?

    9. 9 Attitudes Feelings Beliefs Experiences Values Needs Behavior We must respect the reality of our audience We aren’t going to change them – their values, priorities or behaviors We must respect the reality of our audience We aren’t going to change them – their values, priorities or behaviors

    10. 10 Multiple audiences…

    11. 11 Target Practice

    12. 12 Target Selection Quantitative research can tell you the size and needs of your audience Qualitative research helps you better understand them; provides greater insight Quantitative research can tell you the size and needs of your audience Qualitative research helps you better understand them; provides greater insight

    13. 13 Consumer Reality… Audience-Based Communications sees through the eyes of the consumer.

    14. 14 2. TAKE ACTION What do we want the target to do?

    15. 15 The Action Must Be Specific Exercise 30 min/day-5 days/week Increase funding for research by 25% Support my new initiative by creating a budget item for it Eat 5 servings of fruits and vegetables/day

    16. 16 Just Telling them to Do It Won’t Make it Happen Ignores where your audience is coming from You have to understand how they are getting to that behavior

    17. 17 What are they doing now instead of desired action? People are always doing something. There is always a competitive behavior.

    18. 18 3. REWARD

    19. 19 Attributes

    20. Benefits Copy: Eye-catching style on the outside. Surprising luxury on the inside. Just call it sheet metal magnetism. GET THE FEELING

    21. 21 “Swallow Your Cause” Rewards may have nothing to do with “your cause” Find the aspects of the desired action that match the needs of your audience Attach what you want with what they want

    22. 22 The reward connects the consumer to the action Look at the target and the action to identify aspects of each that matchThe reward connects the consumer to the action Look at the target and the action to identify aspects of each that match

    23. 23 Rewards and benefits are: Subjective/personal/intangible In the present, not the future Unknown until you talk to your audience

    24. 24 Perception as a quality care institution Increased market share Reduced length of stay Increased job satisfaction for nurses/less turnoverPerception as a quality care institution Increased market share Reduced length of stay Increased job satisfaction for nurses/less turnover

    25. 25 4. SUPPORT

    26. 26 What makes our promise of a reward believable, or our results credible? What evidence supports our claim? What makes the desired action seem feasible? Ask:

    27. 27 Support comes from: Scientific facts/data Personal stories How we communicate our message Perceived social norms

    28. 28 Support must be relevant to the reward Eating more fruits and vegetables . . Decreasing risk of heart disease vs. helping you maintain a healthy weight Not smoking for teenagers . . . Decreases risk of lung cancer vs. making you more attractive/ making you more of an individual

    29. 29 Try a Spokesperson You don’t have to deliver the message Who would lend credibility to your message? Who will your audience believe?

    30. 30 5. IMAGE

    31. 31 Every action, program and organization has an image.

    32. 32 Communications will reinforce or blur the image you are seeking.

    33. 33

    34. 34

    35. 35 An Effective Image Is: One that tells the target, “I’m speaking to you” Appealing and relevant Consistent with the desired action Original and distinctive

    36. 36 What is the image of your agency? What is the desired image of your agency? How do you get these to match?How do you get these to match?

    37. 37 6. OPENINGS

    38. 38 Fantasy Dissemination Model Not so!Not so!

    39. 39 Openings are not about how we get our message out. Openings are about how our audience takes our message in.

    40. 40 Good openings for reaching your audience Times, places, situations, states of mind when they are:

    41. 41 We think vehicles… What can we do? Advertising (e.g., paid, PSAs) Publications (professional journals, policy briefs, newsletters, listserves) Professional to Professional Special Events Community Programs Internet

    42. 42 The Result Strategic Framework for All Communications

    43. 43 Audience-Based Communications An iterative process Based on audience research Can reinforce what is known or develop new thinking and approaches Results in a strategy statement that underpins and guides all messaging and communications

    44. 44 Creating message strategies The six questions give you a message strategy: If I do (action) instead of (status quo), I will get (reward) because (support). An associated image Openings when your audience will be receptive to your message

    45. 45 Your message strategy is not “copy.” It is what you want people to take away from a meeting, from reading your materials, from seeing your interview.

    46. 46 How do you know the answers to the 6 Strategic Questions?

    47. 47 Audience research Draw on your existing knowledge of your colleagues Ask questions of your audiences – informal, quick reconnaissance (What are you worried about? What do you need?) Learn about your audience’s operating environment Conduct a survey

    48. 48 Exercise: Develop Your Communications Strategy

    49. 49 REMEMBER: It’s not about the value of your work, it’s about the way your work relates to your audience’s values. YOU ARE NOT THE TARGET AUDIENCE!

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