Dream. Build. Connect. How to use new and traditional media to build a strategic communications plan and campaign A front-page newspaper article about a cause you support is great. An engaged Facebook community can do wonders. But bridge those two communications together, sprinkle in the powerful story of your organization, and you have the potential to enact real change.
This daylong seminar is designed for organizational leaders and leads participants through lessons on how to develop your message, where to tell your story and how to pull it all together into a strategic communications plan and campaign. We’ll discuss how to build an annual communications strategy, how and when to layer in social media, mass media and strategic partnerships.
LEARNING OBJECTIVES: 1. Define strategic communications campaign. 2. Developing core brand messages. 3. Developing a strategic messaging calendar. 4. Developing campaigns to promote an organization throughout the year, to include various public relations and communications methods.
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Dream. Build. Connect.
1. Dream. Build. Connect. How to use new and traditional media to build a
strategic communications plan and campaign A front-page newspaper article
about a cause you support is great. An engaged Facebook community can do
wonders. But bridge those two communications together, sprinkle in the powerful
story of your organization, and you have the potential to enact real change.
This daylong seminar is designed for organizational leaders and leads participants
through lessons on how to develop your message, where to tell your story and how to
pull it all together into a strategic communications plan and campaign. We’ll discuss
how to build an annual communications strategy, how and when to layer in social
media, mass media and strategic partnerships.
LEARNING OBJECTIVES:
1. Define strategic communications campaign.
2. Developing core brand messages.
3. Developing a strategic messaging calendar.
4. Developing campaigns to promote an organization throughout the year, to include
various public relations and communications methods.
2.
3. “To connect to people at the deepest
level, you need stories.”
-Robert McKee
4. What is STRATEGIC COMMUNICATIONS?
Exactly what it sounds like.
“…infusing communications efforts with an agenda and a master plan. Typically, that
master plan involves promoting the brand of an organization, urging people to do
specific actions, or advocating particular legislation.”
13. Today’s News Cycle
Update social
media
News Event
Post video and
images
Publish brief
on web site
File story for
broadcast that
evening or
morning
edition
Teaser on
social media
Return to
office and
update web
site, social
media and
Blog post
Blog post
Take
photos, get
notes, intervie
w
Attend event /
go to scene
14. So how to you reach busy
reporters? With the right story.
15. “In an age of 24/7 information, nothing dates faster than
factual content. Properly executed stories, on the other
hand, offer the possibility of winning hearts as well as
minds, while delivering an immersive experience around
your products, services and brand assets.”
-Robert McKee
16. Strength of the Pitch!
• Event
• Compelling
Story
• Statistics
• National
Trend
17. What stories can you tell?
Brainstorming Story Ideas
BREAKOUT SESSION
22. Online Media
Social Media, Online News Sites, Bloggers
•
•
•
•
•
•
•
•
Latest, breaking news
Man on the street
Gritty videos
Photos
Cuteness
Virality
Gossip
Lifestyle
23. BREAKOUT
SESSION
What mass media outlets speak to
your audience?
TV
RADIO
NEWSPAPERS
BLOGGERS
NEIGHBORHOOD NEWSLETTERS
ONLINE NEWS SITES
EMAIL NEWSLETTERS
CHAMBERS OF COMMERCE
MAIN STREET ASSOCIATIONS
FEEDER PUBLICATIONS
28. Always On
Deadline
• Reporters have a constant
sense of urgency –web
sites to update, photos to
take, videos to edit, Blogs
to post to, Facebook and
Twitter feeds to
maintain…and papers
and newscasts to fill with
news each day…before
their competitor beats
them to the story.
• Stories for the weekend
are being written during
the week. Multiple daily
deadlines!
29. Caution!
• Don’t pitch junk
• Opportunities are time sensitive and dissolve if you
take too long
• Recognize that news needs to be unique OR
uniquely told to get the most attention or the best
placement
• Must incorporate social media into plan
• Recognize the different levels of earned media
• MEASURE results
• A social media update could get traction and go
from a blurb to a big story so ….be prepared!
-Recommendations developed with Moore Than Words.
30. • News covered in briefs
section / evening news
• News covered by Blogger
• News shared on social
media
• FRONT PAGE, NAME IN
HEADLINE w/ PHOTO!
• Factual coverage of event
• Profile of key stakeholder
established as thought
leader
The WIN!
36. The Basics
People living in cities spend the most time on Social Media, at 70%
of the population. And women, on average, spend 9% more time on
social networking sites than men. –Pew Research Center
How many Internet users?
WORLD: 2.4 Billion. With a B. –Internet World Stats
US: 274 Million.
46. Social Media = PR Booster
• Leverage your news everywhere
• Get information on what the audience is
interested in with polls, questions and
by looking at what gets shared
• Gather fans and reward them with
timely relevant info
• Utilize various platforms for different
demographics
-Recommendations developed with Moore Than Words.
52. The Process
•
•
•
•
•
Who is the voice?
What is your mission statement?
How will you measure results?
Are you ready for the phone calls?
What is your process?
– Checklist for items needed before campaign
begins.
•
•
•
•
Photos
Videos
Routing news for approval
Social media management
53. The Media is HUNGRY
• They need your news.
– Fewer reporters to fill more news space
(online, on air, in print).
• They want to tell your stories.
– Every reporter loves a good story!
• You just need to get it in front of them!
– Speak their language! Reach them with
press releases. Build the buzz around your
news on social media.
• Get ready!
Start with a plan and a system.Know this first…the content is there…even if you don’t see it. Health related? Health recipes? Fitness?The GOAL is to get and keep people engaged so that when you have an event or a specific KEY message, they are already part of your community and seeing your content.
Start with a plan and a system.Know this first…the content is there…even if you don’t see it. Health related? Health recipes? Fitness?The GOAL is to get and keep people engaged so that when you have an event or a specific KEY message, they are already part of your community and seeing your content.
Courtesy of Natalie Miller Moore of Moore Than Words.
Courtesy of Natalie Miller Moore of Moore Than Words.
Start with a plan and a system.Know this first…the content is there…even if you don’t see it. Health related? Health recipes? Fitness?The GOAL is to get and keep people engaged so that when you have an event or a specific KEY message, they are already part of your community and seeing your content.
This is not a BUILD IT AND THEY WILL COME. Think about the evolution of how we shared information. It used to be around the water cooler. It’s a conversation. It’s just another mechanism in the entire conversation you have with your stakeholder, customers, client, etc.
This is not a BUILD IT AND THEY WILL COME. Think about the evolution of how we shared information. It used to be around the water cooler. It’s a conversation. It’s just another mechanism in the entire conversation you have with your stakeholder, customers, client, etc.
Facebook, Twitter, Instagram, LinkedIn, Pinterest, Vine, GooglePlus & You Tube.So many platforms, in fact, that there is a book written about the Obama campaign in 2008 and how many social media channels he was on to reach the widest possible audience. -MARKETING THE CANDIDATE.
Think about who you are trying to communicate with and then look at the audience the social media platforms attracts and the resources you have at your disposal.It’s a fluid conversation. You may find that some social media platforms don’t work for you. Peace Frogs – Facebook and Pinterest work well. Twitter does not. We’re launching into Instagram.
Think about who you are trying to communicate with and then look at the audience the social media platforms attracts and the resources you have at your disposal.It’s a fluid conversation. You may find that some social media platforms don’t work for you. Peace Frogs – Facebook and Pinterest work well. Twitter does not. We’re launching into Instagram.
Internet users in an urban environment are more likely to use social media. City dwellers top Twitter and Instagram users.
Facebook does not track race. Trying to reach a young African-American population in a city – Instagram and Twitter are likely your targets. Trying to reach a white female – Pinterest.
On average, LinkedIn users are older, higher education and more income. Often compared to Facebook because you can share status, photos, links and create company pages.
If you are watching a video online, you’re probably linked to or on You Tube. That goes for everyone. Instagram and Facebook have video capabilities. Vine is linked to Twitter.