2. Accredited Public Relations (APR) Practitioner
20+ years PR/Marketing Communications –
focus on integrated external communications
Current: Director, Communications, Hardy Stevenson
and Associates Limited
Prior: Director, Communications, Pet Valu
VP, Prof. Services & Technology, Maverick PR
2008/09 Past-president, International Assoc.
of Business Communicators/Toronto
IABC & CPRS Awards for Media Relations
MBA, PR & Communications Management,
Royal Roads University and PR Certificate,
Humber College
3. 1. By email: leslie.hetherington@humber.ca
(for fastest response)
2. By Blackboard: Discussion area
3. By Face-to-Face:
◦ In office, By appointment (Tuesdays, 2 – 3:15 pm)
4. What NGOs do you want to work in?
Why?
What do you feel you can accomplish?
What impact do you feel you can have?
5. Draw numbers
Move into your groups
Develop group name
List names, emails & contact numbers
◦ For reference during course
◦ Long-term, pending consent
6. In your groups, based on a recent international/
volunteer experience discuss:
1. An example of a kind of change you brought (or
wanted to bring) to the work you did?
2. How did/would you propose change or an
initiative of some kind to (one of the following):
Those above me in the organization
Those who I work with
Those people I serve
3. What role did/would communications, marketing
or fundraising play?
7. 1. How can you bring about change without
communicating it?
2. How can people talk to you about the
changes they want to see without
communicating?
3. How do you talk to individuals, groups
or a mass market?
4. How can you listen as individuals, groups
and mass markets talk to you?
9. What are the differences?
Audience
Scope
Goals
Cost
10. Audience: “Customer”
◦ Someone who wants to buy your
good or service
Goal: Create transactions/exchanges
11. Product
Price
(Service)
Customer/
Client
Place
Promotion
(Distribution)
12. Innovative Package Advertorials
New Dist. Channels Direct Mail
Pricing (Promos/Deals) Special Events
Advertising Branded Giveaways
Collateral Videos
Websites Podcasts
Social Media Contests
Sponsorships
13. Audience: Various Stakeholders:
1. Target audience(s)
2. Influencers
◦ Any person or group that can impact
your organization
Goal: Inform, Advocate, Persuade
14. Employees/Volunteers:
Promise of
Investors:
Commitment
Promise of
Partners:
Value
Employees/ Promise of
Investors: Volunteers: Collaborations
Threat of Threat of
Value Rogue Partners:
Behaviour Threat of
Activists:
Defection
Promise of
Advocacy Activists: Customers:
Threat of Promise of
Boycott Loyalty
ORGANIZATION
Customers:
Threat of
Media: Promise
Media: Misunderstanding
of Favourable
Threat of
Media Coverage Exposure
Regulators:
Community: Threat of
Threat of Legal Action Regulators:
Illegality Promise of
Community: Favourable
Promise of Regulation
Legitimacy
15. News Releases “Ghost Writing”
Story Ideas/pitches Video Releases
to reporters Newsletters
Letters to the Events
Editor Speeches
Articles (business Blogger Outreach
publications) Social Media
17. Audience: Donor
◦ Providing an opportunity for someone to
fund a change in the world
◦ In return for: direct impact and
change…plus other benefits
Goal: Raise funds
18. Donor
Program
Building/
Endowment
NGO to be
Funded
19.
20. 1. Minimize Words & Use Simpler Words:
as a means of = to in order to = to
at a later date =later pertaining to = of, about
at the present time = related to = of
now, to date so as to = to
with regard to = about utilize = use
the majority of = most accordingly = so
for the purpose of = constitutes =
to, for forms, makes up
reliant = relies
21. 2. Follow Canadian Press Basics:
◦ Spell-out numbers up to ten, and use numeric
figures for those 10 and higher
◦ Always spell-out a number when it is the start of
a sentence
3. Words to avoid or remove:
◦ Eliminate „that‟ when possible
◦ Avoid qualifiers, like very, rather... (Replace
„very,‟ if needed, with a stronger word)
◦ Don‟t add „ly‟ to adverbs (first not firstly)
22. Avoid: Possible Alternatives:
Get generate, garner, foster
Cheap cost-effective,
inexpensive, reasonable
Bit minimal, some
A lot significant/large amount
He/She, His/Her they, their
Make it happen facilitate, enable, allow
Problem challenge
23. Generate coverage
Raise funds
Secure sponsorships
Foster or forge relationships/alliances
Recruit volunteers
Garner support
Enable or facilitate a process (vs. allow)
24. 4. Best Practices:
a) Write shorter sentences (30 or less words)
b) Generally use 3rd person for documents 2nd
person for correspondence but….this is
changing with social media
c) Format Counts – Use Sub-heads and bullet
points (in business writing – including your
Case Studies)
d) Use active voice, as much as possible
25. 5. Classic Challenges:
1) An organization is „it‟ (and its), not they/their
2) When writing double plurals, make second word plural
3) Use that when connected clause is mandatory for sentence; use
which for „add-on‟ clauses/points
4) Use „they‟ instead of he/she
5) Use fewer to describe a quantity you can count and less
to describe something you can‟t count
More re stylistic (but useful):
1) Use „more than‟ & „less than‟ for quantities
(vs „over‟ & „under‟)
2) Don‟t use „,‟ with „and‟ – one will do
3) Avoid and/or – select one, if possible
26. Several thousand people were killed by the
earthquake
Spanish is to be spoken at the conference
Sushi is being eaten by the guests
The loan is facilitated by an MFI
27. Passive:
It is recommended that communication be
improved to clarify that the purpose of the
organization is to cyclically reinvest money in
developing world initiatives
Active (revised – one of many options):
A communications strategy will clearly inform
investors that XZY loans can be reinvested in
developing world initiatives
28.
29. Evaluation Grade %
Written Case Studies1, 2 & 3 (10% each) 30%
Written Case Study 4 15%
Strategic Tactic Presentation 10%
Mid-Term Quiz 10%
Final Exam 20%
Team Peers Evaluation 10%
Class Participation/Discussions 5%
Total: 100%
30. Task: Determine what organization requires
– to best meet communication needs
No right answer but groups…
◦ Expected to outline opportunities & challenges
each organization will face in fulfilling strategy
◦ Need to justify expected results stemming from
recommendations
4 Case Studies
◦ Groups submit written summary for each of the 4
31. 1. Background (1)
2. Situation Analysis (2)
3. Goal (1)
4. Audience (1)
5. SMOT or PEST Analysis (2)
6. Strategy/Recommendations (3)
Format: 2-3 pages, 1-1.5 spacing, 11-12 pt font
Marks deducted for spelling/grammar/punctuation
32. What is the country?
Who are the people?
What is the context for this case that
you will be talking about?
Example (fictional) –
◦ Pangnirtung is a small settlement in far north of
the Northwest Territories.
◦ Women of settlement have long made beautiful
garments of Inuit origin.
33. What is the problem to be solved?
(How can current marketing, fundraising or
communications be improved?)
Define problem you are trying to solve
Example: Women of the collective feel they can
produce enough garments to sell some in the south
but problem is distance
They are very far from their market and don‟t
understand selling techniques that can help them
penetrate southern markets
Have access to technological support and resources
34. What single outcome do you want to
achieve? (What end will best fix this?)
What discipline will you focus on
to do this?
(communications, fundraising, marketing)
Summarize in a single sentence
Example: A communications strategy will be used to
overcome the problem of distance and enable the
women‟s collective to market their clothing directly
to people in the south.
35. Name your target audience for
your plan
Example:
◦ Prospective customers in south
◦ Existing customers
◦ Partners
38. How will you use marketing, PR/communications
or fundraising to resolve the problem?
Name the vehicles and outline the process
What critical success factor(s) are there (if any)?
Choose „one‟ unified strategy
Example: The women‟s collective can mitigate the problem
of distance by using an internet marketing strategy to sell
their clothing through a website and social media
channels.
Training will be required to give them the online skills and
southern sales techniques through partnerships
(Opportunity- availability of high speed internet in the
region)
39. Team Topic Presentation Date
1 Guerilla Marketing Sept. 25
2 Infographics Sept. 25
3 YouTube Sept. 25
4 Beta-Roll (B-Roll) Video Oct. 2
5 Letters to the Editor Oct. 2
6 Podcasting Oct. 23
7 Pinterest Oct. 23
8 Facebook Oct. 30
9 Opinion Editorials (OpEds) Oct. 30
10 LinkedIn Oct. 30
11 Direct Mail Nov. 11
12 eNewsletters Nov. 13
13 Blogs Nov. 20
14 Twitter Nov. 20
15 QR Codes Dec. 4
16 Contests/Gamification Dec. 4
40. Review Trial Case Study: NYT Women in India
Read:
◦ Potential Development Communications article
◦ Marketing the $100 laptop article
Start Case Study 1 – Kiva (on Blackboard)
◦ Due Sept. 18 (all groups)
Editor's Notes
Number off – 1 through 5Move into your groupswrite down the names in your groups along with an email address and a phone numberThis information will allow me to know:Who is in each groupThat I have up to date information if I need to contactAt the end of the course, if you all wish, we will distribute the list so that you have it once you go off the listserv
Audience: public or market where relationship liesScope: Communications is a sub-set of MarketingGoals: Inform/advocate/persuade; create transactions/exchangesRaise fundsCost: Market more expensive
Marketing is about a relationship with the customer.What is the product?Who is the customer? (target market)How much money will it sell for? (price)How will you get it to the customer? (distribution)How will the customer know that you have it for sale and why it is the best product for their needs? (promotion)
Various stakeholders 1) Target audience (employees, customers, regulators…)2) InfluencersAny person or group that can impact your organization
Relationship with many stakeholders
Corporate Communications:Marketing Communications:FocusComm - Overall corporate/organization’s messageMkt. Com - Individual product or service’s messageTargetComm - Various stakeholders, including analysts, media, investors, government…Mkt. Com - Primarily customers, some influencer organizationsObjectiveComm - Build awareness or foster an attitude towards organ, its mission, products or servicesMkt. Com - Deliver desired marketing message to promote product/service to targets, using various tools and mediaEvaluationComm - Media coverage, surveys/polls (VoC), web site hits, toll line callsMkt. Com - ROI – sales leads, funnel activity, reduced sales cycle
With the Donor Providing an opportunity for someone to fund a change in the world. In return for: They want to see impact and how change has happened because of the gift they gave.
communications with donors
Active: Subject acts upon the verbPassive: Subject acted upon by the verbUse passive when:the doer of the action is unknown, unwanted, or unneeded in the sentencewriter wishes to emphasize the action of the sentence rather than the doer of the action (may be due to sensitivity – a mistake was made)
Presenting groups need only present their case study to the class– give me a paper version of the PowerPointEach group will determine what the organizations in the case studies require - what will best serve their communications needsThere is no right answer but groups will be expected to under stand the strengths and challenges that each organization will face in accomplishing the strategy they prescribe.Groups will also need to justify the expected results stemming from their recommendations
Strengths - What do we do best? How do we want our target audiences to view us? What distinguishes us from our competition?Weaknesses - In what ways do we have trouble clearly explaining to people outside our field what we do? How much does our board know about branding, and how effective will members be in promoting and protecting our brand?Opportunities - Can we identify an expanding market for our products and services? What is the current economic landscape of our community?Threats - Are there external factors that would prohibit our organization from promoting our brand? Who are our competitors? How much do we know about them?