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Telling Your Story: Why and How? Or Strategic Communications 101

Telling Your Story: Why and How? Or Strategic Communications 101 . A presentation by The Hatcher Group Diplomas Now 2012 Summer Institute . Why Tell Your Diplomas Now Story?. Build support for Diplomas Now Sustain model to finish i3 study Accomplish your objectives.

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Telling Your Story: Why and How? Or Strategic Communications 101

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  1. Telling Your Story: Why and How? Or Strategic Communications 101 A presentation by The Hatcher Group Diplomas Now 2012 Summer Institute

  2. Why Tell Your Diplomas Now Story? • Build support for Diplomas Now • Sustain model to finish i3 study • Accomplish your objectives

  3. How to Tell Your Story: It All Starts with a Plan! • Plan should focus on a defined goal • Every activity should help persuade key people to support your goal • Doesn’t need to be complex or costly • Look ahead to leverage opportunities

  4. The Quick and Dirty Communications Plan

  5. Set Your Goals First

  6. Identify Your Audiences • Primary audiences: Key people you need to reach • Secondaryaudiences: People the primary audiences listen to

  7. Develop Your Messages Design messages to persuade audiences: • We need to keep more than a million students from dropping out of high school every year. • Diplomas Now helps the toughest schools in America’s largest cities ensure that students graduate ready for college or career. It improves a school’s curriculum and instruction as it provides the right students with the right support at the right time. • Diplomas Now will help high schools that currently graduate only a fraction of their students achieve graduation rates of 80 percent or better.

  8. Develop Strategy and Tactics What’s your roadmap to success? • Who can make your goal happen? • Is this realistic? Every tactic should support your strategy • Tactics deliver your messages to your audiences • Use activities to interact with audiences

  9. What About Media? What’s newsworthy? • New, first or most comprehensive. • Tied to the news. • Raise or solve a problem. • Interesting data. • Unexpected. • Intriguing to your neighbor.

  10. More about the Media • Contact Hatcher for DN media inquiries. • Know your message beforetalking to a reporter. • Use concise language. Avoid jargon, acronyms. • Stick to message to control the interview. • Use brochures, statistics, photos, graphics, video. • Practice clear answers to tough questions.

  11. Other Media Tips • When a reporter calls, ask questions first. • Never tell a reporter something untrue. • Offer to get answers if you don’t know them. • Assume everything is on the record. • Respect tight deadlines.

  12. In a Crisis • Don’t ignore a crisis and hope it will go away. • Don’t go it alone! Call Hatcher. • Tap one person to speak to the media. • Gather facts; develop positive messages. • Stick to your messages; avoid “No comment.” • Don’t argue with reporters.

  13. Telling Your Story Examples of your good news: • Student success stories • Best practices • Results data • Endorsements from principals, others

  14. Send Us Your Best Stories! Gina@thehatchergroup.com Joanna@thehatchergroup.com Angie@thehatchergroup.com

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