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Strategic Communications: From the Plan to the Public

Strategic Communications: From the Plan to the Public. September 27, 2006 Atlanta, GA. Today’s Agenda. Welcome HealthTec dl Goals Session Objectives Introduction of Speaker Session Presentation….Melissa Taylor Question & Answer - Open Discussion

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Strategic Communications: From the Plan to the Public

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  1. Strategic Communications: From the Plan to the Public September 27, 2006 Atlanta, GA

  2. Today’s Agenda • Welcome • HealthTecdlGoals • Session Objectives • Introduction of Speaker • Session Presentation….Melissa Taylor • Question & Answer - Open Discussion • UpcomingHealthTecdlEvents & Resources

  3. Goals of HealthTecdl • Build Organizational Capacity • Promote Organizational Effectiveness • Support Nonprofit Collaboration

  4. Session Objectives • Increased understanding of critical elements of a communications plan • Increased ability to identify effective communications strategies about your organization, programs and issues

  5. Melissa Taylor Senior Vice President, Strategic Planning and Research

  6. Course Outline • Communications Planning • Media • Partnerships • Evaluation

  7. Planning for Communications

  8. What is “communications”? • Marketing • Public Relations • Branding • Social Marketing

  9. “Every minute you spend planning saves 10 minutes in execution; this gives you a 1,000 percent return on energy!” -- Brian Tracy, consultant

  10. Why Is Planning Important? • Planning is starting with the end: determining where you want to go and then laying out the steps to get there • Identify challenges and opportunities • Provides a common framework for all activities

  11. Step 1: Assess your organization • Set the organizational mission • Establish long-term goals • Establish short-term objectives

  12. Step 2: Assess the Current Market • Define the problem • Identify others in the marketplace with similar goals • Assess recent media coverage

  13. Step 3: Identify target audience(s) • Whom you are trying to reach? • Where do they go for information? • Who influences them? • Where do they live, shop and play?

  14. Step 4: Conduct a SWOT analysis

  15. Sample SWOT

  16. From SWOT to Insights • Have new data, media interest, new treatments • Parents afraid of diagnosis • Insight: media outreach to promote message of hope of new treatments

  17. Bringing It Together in A Plan • Key Plan Components • Goals • Objectives • Target audience(s) • Channels to reach your audience • Strategies • Tactics • Tools • Evaluation

  18. What Approaches Will We Take? • Strategy: general communication approach • Media outreach • Health care professional outreach

  19. From Strategies to Tactics • Tactic: specific activities to help you execute your strategy • Media release • Attending health care professional conferences

  20. Tools of Trade • Determine what you want to say: key messages • About your organization • About your issue • About your program

  21. Maximizing the Media

  22. What are the Media?

  23. What are the Media?

  24. What Makes a Story News? • Is it new? • Is it “hard” or breaking news? • Is it local? • Is it a famous – or prominent – person? • Is it a common problem? • Is it visual? • Is it personal? • The wildcard factor.

  25. Media Tools • Media release • Matte release • Media advisory • Media kit

  26. Writing a Media Release The Inverted Pyramid The most newsworthy information The least newsworthy information

  27. Yes Age of arthritis diagnosis is decreasing Certain physical activities can delay onset Our new classes provide instruction Is It News? • No • It’s National Arthritis Month • We have programs for people with arthritis

  28. Building Media Relationships • Do your research! • Respect their deadlines. • Be prepared. • Time is of the essence

  29. Preparing for the Interview • Watch, read or listen in advance • Think about likely questions • Tailor information • Review key messages

  30. Engaging Others to Your Cause

  31. Steps to a Successful Partnership • Define your need • Identify potential partners • Make your case • Sell your value • Identify mutual benefit

  32. Types of Partners • Not-for-profits reaching your target audience • Public officials • Corporate • Health care professionals

  33. Partnership Example • Arthritis organization hosts a walk • Physical activity group promotes walk • Local shoe shop offers walker discounts • Arthritis organization • promotes shop to walkers • distributes physical activity materials • mentions both sponsors in media outreach

  34. Measuring Your Success

  35. Why is evaluation important? • Ensures messages are appropriate, effective • Allows for mid-course corrections • Assess short-term outcomes and long-term impact

  36. Research for Planning • Assess baseline behaviors, attitude or knowledge • Types of research: • Surveys • Focus groups • Literature reviews

  37. Evaluation of Effectiveness • Process evaluation • People trained • Calls to organization • Media hits • Outcome evaluation • Change in behavior, attitude or knowledge

  38. Questions & Answers

  39. Resources • www.healthtecdl.org • Strategic Communications: From the Plan to the Public

  40. What’s Next at HealthTecdl? • Grantwriting for Success—TBA

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