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Communications Plans: Why Bother?

Communications Plans: Why Bother? . Presented by: Amy Phenix, University Relations pheni001@umn.edu, 612.625.8510. Your needs and experiences. What are your biggest communications needs? Do you plan now? Why? Why not? What works what doesn’t? Are you achieving objectives in your plan? .

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Communications Plans: Why Bother?

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  1. Communications Plans: Why Bother? Presented by: Amy Phenix, University Relations pheni001@umn.edu, 612.625.8510

  2. Your needs and experiences • What are your biggest communications needs? Do you plan now? • Why? Why not? • What works what doesn’t? • Are you achieving objectives in your plan?

  3. Why bother? • Set goals • What’s success? • Evaluation: was it successful? • Set priorities • What to do? • Who’s important? • Proactive (vs. reactive) • Identify and resolve policy issues • Anticipate unexpected/unwanted

  4. Why bother? • Establish or enhance credibility • Demonstrate the value of strategic communications • Organizationally • Make a point!

  5. Be strategic • What’s strategic for your unit? • What are your goals? • University goals: • Increase public and private support • Strive for preeminence in basic and applied sciences • Recruit best faculty • Foster economic development in the state • Enrollment maxed, must attract best students • Improve undergraduate learning

  6. What’s strategic? • A story in alumni publication, or a paragraph in the NY Times about efforts to improve student retention? • A communications professor interviewed about paranormal research on the Today Show, or a hometown placement about an honorary degree recipient? • Responding to a USA Today request for a bioterrorism expert, or meeting with the head of campus life to develop a story about the student body? • Completing key stakeholder polling about the university, or developing a fact sheet for the president to send to stakeholders? • A story in our faculty and staff publication about getting involved in elections, or one about a large research grant?

  7. Plan utility • Organizational: in support of strategic plan and mission • Event or initiative specific • Opening a building • Launching a new academic program • Issue driven • Post-riot • Health benefit changes • Long term • Short term

  8. Elements of a communications plan • Articulates departmental goals and priorities (situation analysis) • Sets goals • May include messages • Identifies key audiences • Articulates strategies to achieve your goals • How you’ll work (vs.. what you’re doing) • Articulates tactics • What you’re doing (e.g., the specific communications vehicles you’ll use)

  9. Strategies and tactics • Strategy: Advance university research and education mission by supporting resource acquisition efforts. • Tactics: • Develop, coordinate and manage external message surrounding legislative request • Bring legislators to campus to learn about the university • Tell stories that demonstrate the university’s value • Internal publications • External publications / media relations

  10. Conclusion • Planning is valuable, helps identify goals and if you’ve achieved them • Planning should be strategic • Planning elements include: • Goals • Audience • Strategies • Tactics

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