Dos and don’ts in rural Alaska outreach campaigns in Anchorage 11 18-15
•Als PPTX, PDF herunterladen•
4 gefällt mir•4,659 views
I presented for the PRSA Alaska Chapter luncheon in Anchorage on November 18, 2015. It contains some basic information and advice about the things to do and not to do when in outreach campaigns in rural Alaska. Learn more about the PRSA Alaska Chapter at http://www.prsaalaska.org/. What works and what doesn’t work in reaching out to rural Alaskans? Alaska is a culturally-diverse state and one size does not fit all in rural Alaska. Get tips on tailoring messages for multiple platforms, the use of social media and some trends in Rural Alaska. Find out about the importance of building relationships and learning about each region can benefit your campaigns. Find out some lessons-learned in rural outreach campaigns. Angela Gonzalez has about a decade of experience in community relations and outreach in rural Alaska. She will share what to do and what not to do in reaching out to rural Alaskans and tips on tailoring your message to reach these off the road communities.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie Dos and don’ts in rural Alaska outreach campaigns in Anchorage 11 18-15
Ähnlich wie Dos and don’ts in rural Alaska outreach campaigns in Anchorage 11 18-15 (20)
Mehr von Angela Gonzalez
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Dos and don’ts in rural Alaska outreach campaigns in Anchorage 11 18-15
- 1. Dos and Don’ts in Rural Alaska Outreach Campaigns PRSA Alaska Chapter November 18, 2015 Anchorage, Alaska
- 2. Dos and Don’ts Tailoring messages for multiple platforms in rural Alaska Using social media to reach rural Alaskans Lessons learned in outreach to rural Alaskans Traditional ways of reaching rural Alaskans Trends in reaching rural Alaskans Outline
- 3. Don’t assume Alaska Natives and the Native Americans are the same Don’t assume that one size fits all. Each region has different cultural backgrounds Don’t assume Alaska Natives are living in the old days Don’t assume all rural Alaskans are Alaska Native. There are plenty of non-Natives in rural Alaska Don’t judge by appearance Don’t believe all of the bad stats Don’t assume rural Alaskans have the same phone/internet speed as you Don’ts
- 4. The American Indian and Alaska Native Culture Card, A Guide to Build Cultural Awareness – 2009 intends to enhance cultural competence when serving American Indian and Alaska Native communities. It covers regional differences, cultural customs, spirituality, communications styles. Other topics covered include the role of veterans and the elderly, and health disparities, such as suicide.
- 6. Alaska Native People "In fact, the phrase “Alaska Native” is not really an ethnic designation, although it often is used that way. “Alaska Native” actually denotes a legal political standing found in our Alaska Native Claims Settlement Act (ANCSA), a unique piece of legislation that does not exist anywhere else in the world." -Dr. Jeane Breinig, Professor and Associate Dean for the Humanities, University of Alaska Anchorage
- 7. First Alaskans Magazine Summer 2014 cover
- 8. Don’t depend on the weather Don’t go to rural Alaska if you are not dressed properly Don’t travel to rural Alaska and expect everyone to drop everything they are doing to accommodate you Don’t make last minute requests Don’t assume the rural communities are like the city (travel, transportation, housing, communications, restaurants, etc.) Don’ts - Traveling
- 11. Make requests as far in advance as possible Reach out to community leaders to let them know your plans, even if it is just a courtesy. Check in with them when you come into town Build relationships with community representatives. You can gain a lot of knowledge from them Have a local ambassador to help you open the doors and smooth the way Ask questions if you don’t understand something Bring door prizes and food to events you host Dos
- 12. Potatoes in the produce section in a village. Photo by Joaqlin Estus, KNBA
- 13. Dress properly for weather conditions Dress code is more casual Teach/provide resources to staff about rural Alaska Sponsor regional/local events Be patient Speak in layman's terms Dos, continued
- 14. Erica Meckel at the World Eskimo-Indian Olympics, July 2015. Photo by Frank Stelges Wanda Solomon at 2015 AFN. Photo by Angela Gonzalez
- 15. Department of Energy – Office of Indian Energy Booth
- 16. Review your promotion materials for cultural sensitivity. Have a local person do this if possible Show respect for everyone, especially elders and community leaders Be authentic and transparent; be helpful; be yourself Introduce yourself and create a personal connection Where you are from (how you came to Alaska if you are from out of state) Why you love your job Any credentials that are important to what you are doing Answer the question – Why is it important to them? Dos, continued
- 17. Speak to a certain area – music, people, activities or language Ask a local about how they hear about events How can a PSA translate into a VHF readable message? Read local stories/advertisements. How are they presented? Tailoring messages for multiple platforms in rural Alaska
- 18. Lessons learned in outreach to rural Alaskans Reach out to locals Find out how people can be reached locally Partnerships help Direct mail Making it too large Keeping mailing list up-to-date Timing – Summertime is bad for direct mail Lack of follow-up with phone calls Use of technology
- 19. Quinhagak Energy Wise Crew Leader Jackie Cleveland making a PowerPoint Presentation
- 20. Meeting in Fort Yukon scheduled for late August
- 21. Traditional ways of reaching rural Alaskans Radio Print and direct mail are still vital in rural Alaska Television Interactive Media Face to face, word-of-mouth Reached through: Advertising Public Service Announcements (PSAs) Earned Media
- 22. Trends in reaching rural Alaskans Sponsoring regional events; dog mushing and other sports; guides and cookbooks and other local publications, etc. Facebook (pages, people and campaigns); sweepstakes/drawings; ads Tribal/Native corporation/health newsletters and social media channels B-Roll
- 23. Photos and videos receive the most reach on Facebook. Emergency communication Facebook
- 24. Leona Long, PIO of UAF College of Rural and Community Development – video release B-Roll
- 25. Trends in reaching rural Alaskans VHF radio Bloggers – audience and influence Digital storytelling Twitter Flyers – send for distribution (electronic & paper copies) Similar to a 30- second PSA to be read locally
- 27. UAF Interior Alaska Campus Flyer for Class • Locals featured • Local people tagged • Flyer also posted locally • Photos
- 28. Educational video with Yup’ik language and translation.
- 30. Resources SAMHSA - Culture Card www.samhsa.gov/behavioral-health- equity/ai-an Alaskool www.alaskool.org Alaska Native Knowledge Network www.ankn.uaf.edu Father Michael Oleksa – Cross-Cultural Communications www.fatheroleksa.org Nalliq Blog by Cordelia Kellie: nalliq.com (Stories and poetry about Indigenous issues) RurAL CAP’s Village Voices Newsletter www.alaskavillagevoices.org Alaska Community Database Online www.commerce.alaska.gov/dcra/DCRAExternal/community
- 31. State of Alaska Community Database
- 32. Questions? Angela Gonzalez Communications Coordinator Rural Alaska Community Action Program, Inc. (RurAL CAP) (907) 865-7389 agonzalez@ruralcap.com Twitter: @ayatlin | Blog: AthabascanWoman.com
Hinweis der Redaktion
- Thank you to all of my PR colleagues, co-workers and friends for helping me to develop this presentation. Leona Long, Dawn Kimberlin, Dixie Hutchinson, Sarah Scanlan, Janet Hall, Joaqlin Estus, April Williams, Anna Sattler, Geri Simon and Jolene John. I’ll share this presentation on Slideshare.
- How many people have done outreach in rural Alaska? Why I created this presentation? I saw a need to: - - - Address stereotypes of Alaska Native people in media campaigns, - - - Offer tips on travelling to rural Alaska, and - - - Help communications professionals like you in doing outreach to rural Alaskans.
- Let’s get the “Don’ts” out of the way first. Flute music. Following slides: map, culture card and technology. Don’t assume Alaska Natives are living in the old days. It’s okay to use modern day images of Alaska Native people. While many Alaska Natives have and wear traditional regalia, they do wear modern clothing. Be conscious of perpetuating stereotypes of Alaska Native people. Sometimes it take a long time to download files…be cognizant of file size. Also – Don’t perpetuate bad stats too. For example, ANTHC Injury Prevention promotes “water safety” vs. “drowning prevention”. Create new norms.
- Order online for free - This will help you understand the mindset and behavior of AI & AN’s. – Note ‘Communication Styles’ column. Doesn’t represent all though.
- Alaska is a very diverse state. Small communities. Remote. Regional hubs. I think there are 229 federally recognized tribes. Not all villages consider themselves “tribes”. That is more of a national Native American or American Indian term. There a variety of names for these councils including ‘Native council,’ ‘tribal council,’ ‘IRA council,’ ‘village council,’ and ‘traditional council.’
- Prior to ANCSA people did not use “Alaska Native” to describe themselves. It’s okay to use the Alaska Native, but I just wanted to point out the distinction and diversity of cultural backgrounds. There are 20 Indigenous languages spoken in Alaska and indicates the diversity and scope of the population.
- Technology is IN rural Alaska. While we still hunt, fish and gather…we are in current times. Example - Moose hunting in Galena. Caveat – Connectivity is not up to speed. While people may have phone service, they may not have reliable data.
- Plan ahead – Maria – Can you pick me up at the airport today and introduce you to Mayor Berkowitz and CITC President Gloria O’Neill? Sounds crazy? There are protocols to follow just like in the city.
- Questions – Who has been to rural Alaska? Have you been on a four-wheelers, back of a truck or on a snow-machine sleds? Inclement weather. Get in the mindset of rural Alaskans.
- Board walk. Nightmute and Savoonga. Large items are often barged in. Many villages do not have a building at the airport. You may have to walk to the village from the airport or ride on the back of an ATV or a four-wheeler.
- Jack of all trades. Local leaders can give the keys to the village and be a gatekeeper. Influencers. Community leaders could be the chief, mayor, school principle. Check a week ahead and the day before to confirm arrangements. For example, there may have been an unexpected event happen, like a death in the community. Communities are small, so often deaths affect the whole community.
- Fresh fruit or vegetables can be a big hit to your event or meeting.
- How to Dress - Dress in layers. Casual dress code is the norm, and wear clothes that you don’t mind getting some mud on. Sponsor or lend support to events like festivals, native dances, fiddling festivals, carnivals, sport events (baseball, softball, dog mushing, etc.) Be patient – Not everyone will speak up at the moment you ask for questions. Short silences are okay. The audience is actually building up momentum to say something or ask a question. Speak in layman’s terms. Government or business speak isn’t always necessary.
- Sponsor sporting events and events where Alaska Natives and rural Alaskans gather. Reaching out at events with booths or just your presence. Volunteer.
- What do you see that may be effective? Language under title (Indian Energy, Rural Alaska, Native Leaders), photos from rural Alaska, map (conversation starter) Knowledge of rural Alaska life and culture shows. At first glance, it appears they know about rural Alaska. Cultural sensitivity is important.
- Be cognizant of what lens we are looking through. The Culture Card brochure gives some insight into being sensitive to culture. Thanks Geri Simon of Doyon for emphasizing the importance of introducing yourself.
- With language – Even within a language, there are a lot of different dialects. Along the Koyukuk River, we speak the same language, but there are slight variances. Use the commonly accepted dialect, unless you are targeting a specific area.
- Building a name for yourself and your company. People remember. Name dropping – When you go to Huslia, say you know me. You can gain trust through name dropping. Print – you have a captive audience…but make it simple. They do get bombarded. Follow-up on your outreach.
- Always be prepared with a plan B if technology does not work. Technology can be a challenge in rural Alaska.
- Plan ahead Post information about events you are holding in a community. Check and double check. Ask if it is the right time of year. – Events like fishing, camping, regional meetings, PFD time Are people going to be in town?
- Traditional Media: Traditional ways of reaching rural Alaskans still work. If it works for your company, then continue to use them. Interactive media: Interactive media may include websites, e-newsletters, listservs, blogs and social media. Radio - KRFF – also reaching rural interior Alaskans.
- Facebook – Friend/partner with influencers. Examples: “I Am Alaska Native” or “I am Yup’ik”. People – Influencers like “I Sing. You Dance.” or “Courtney Agnes” Sarah Scanlan – Campaign for Board Seat: direct mail for older folks and Facebook for younger folks.
- Facebook – Friend/partner with influencers. Examples: “I Am Alaska Native” or “I am Yup’ik”. People – Influencers like “I Sing. You Dance.” or “Courtney Agnes” Sarah Scanlan – Campaign for Board Seat: direct mail for older folks and Facebook for younger folks. Targeted Facebook ads – age, demographic, location, etc.
- Who knows what B-roll is? This technique of using the cutaway is common to hide zooms, where the visuals may cut away to B-roll footage of what the person is talking about while the A camera zooms in, then cut back after the zoom is complete. It adds visual elements to the story. Resulted in coverage with B-Roll used. Alaska media has limited resources to cover many places in rural Alaska, so your B-Roll is gold. Can you think of some rich photos or videos you can create or share that will add to a story with the media? Example – Meadow Bailey works for the DOT and often phone calls are used with the photos taken from the highways being used.
- Letters – RurAL CAP Foundation outreach. Posters – work! Do you copy? And if you go to rural Alaskans – you can be the one to be on the VHF radio! I had to go on the VHF radio in Nikolai one time. Digital stories – ANTHC, NANA, BBNC, ASRC’s “I am Inupiaq” Hashtags - Using and following hashtags on Twitter and Instagram are a great way to have and follow conversations. Use Search.Twitter.com in addition to Google Alerts for updates from a certain region or community. Instagram and Snapchat – younger audience. It looks like you can do Instagram ads via FB advertising right now.
- What do you notice about this photo? (flyers) Just like community bulletin boards in grocery stores in the city, there are places to post flyers and posters. It is somewhat of a captive audience.
- Flyer can be multi-functional – send hard copies to the village too. Followed up with a phone, email or fax. I think she received 47 applicants.
- This client educational video was posted on Facebook and YouTube. Importance of language translation. Dialects can be a challenge too.
- Faces and voices of rural Alaskans. I created this video using my phone and the iMovie app.
- The State’s Community Database has “Community/Regional Contacts Information”.
- For example, you can look up the contacts for Galena. I think DCRA will send you a list if you request it. Please note – It’s not always a 100% accurate, but it does give you a good start and understanding.
- Was this helpful? Did you find something on the Dos or Don’ts lists helpful? Any more to add? Lessons learned or maybe some other trends/tips? Feel free to contact me with any other questions. Thank you!