The document discusses the importance of having a strategic communications plan for organizations. It notes that a good plan helps ensure messaging is consistent and advances organizational goals. A strategic plan typically includes analyzing current communications, setting goals and target audiences, developing core messages, and determining appropriate communication channels. The document provides several examples of communications plans and offers resources for developing an effective plan.
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Freshen Up Your Communications P
1. MEDIA MAVEN: Freshen Up Your Communications Plan January 19, 2012 Presented by Michael Levine, Flywheel Communications Hosted by COMMON GOOD VT Flywheel Communications
2. It's essential to know what you're trying to get across and be consistent in how you present your message. That, in a nutshell, is the value of a strategic communications plan. Flywheel Communications
3. Your organization is communicating all the time, in ways you may not always recognize. A strategic communications plan helps assure that you use this to advance your goals. Flywheel Communications
After slide 1 SC is being smart. Strategic Planning is familiar. So often one priority that comes out is “we need to be better known.” Either rush out in reaction (social media, talk shows, public access, sponsor events) or take a breath and think about what you’re trying to say, who is the audience, what is the purpose of the outreach, are the right organizational people involved. Show 2 and 3.
After slide 1 SC is being smart. Strategic Planning is familiar. So often one priority that comes out is “we need to be better known.” Either rush out in reaction (social media, talk shows, public access, sponsor events) or take a breath and think about what you’re trying to say, who is the audience, what is the purpose of the outreach, are the right organizational people involved. Show 2 and 3.
No one size fits all. Common elements, but all different. Big spread sheets and one page outlines. Not rigid. Stuff happens. Must be flexible to pursue opportunities and not be overwhelmed by events. So what does a plan include? A lot more then anyone usually thinks of. Slide 4 and 5
Emergency communication—who is the lead voice?
Let’s look at how plans actually play out in different situations. Slide 6 and 7
BU (vest) Help Vermonters save money. Easy? Fill 100 workshops is much harder. Get on radar screen, motivate people, internal decisions CE (report) In 2003 only a handful of people in Vermont were even using the term which migrated over from recent work in Europe and elsewhere. Definitions, presenters, affiliate groups, research etc all leading to consensus recommendations E-Vt Stimulus funding confirmed three months after proposed project start date. Stick to timeline meant very short notice for towns to apply. Got 40 apps. Folk Center (newsletter) (UV reports) F of Vt (report) Reaching business, social service providers, artists, farmers, students, teachers, prisoners, elderly, snowmobilers, veterans, fifth generation and newly arrived. Forums in every county and 3 or 4 group meetings in a day.
WL Dual strategy. One to build interest and partners prior to legislative action. Another for inside the building during the session. almost 500 individual and 170 organizational members Coop Took about a year of outreach and engagement with about 4,000 members. People have great ideas and really want to be heard even if you don’t use every suggestion in the final proposal. EMES School built in 1968, last major work was twenty years ago. About physical plant and new demands to match space with how students learn today. Move to 8
Pair up Take no more than 2 minutes to describe your organization to your colleague. Colleague: Was it clear? What do you think that organization does? Is that the big picture you want them to walk away with?
Stuart interview on WCAX Opportunity timing. We’ve all seen politicians and others foundering in front of the cameras, grasping to make a point. Listen here for how Stuart Comstock-Gay gets across exactly what he came to talk about. Paul on WGDR Second year of program, wanting to increase interest and inform listeners about people already saving money. Joseph Gainza interviewing Paul Markowitz on WGDR. Christine on CCTV (1:45-2:20) Passion for subject helped by being comfortable with message WL film (0-1:09) Start legislative goals by building awareness and preliminary support for issue. On heels of State House summit and extensive press. Broaden audience. E-Vt website: So many partners all contributing to the combined success in small communities across the state. How to tell the collective story? Also Map EMES Facebook
Before Slide 13 I can hear the rapid heart beats and creative ideas you’re all coming up with to apply some of this in your organizations. But, I also know the trepidation at adding any more to your plates. With limited time and money, how can you make progress in this critical area? Slide 13
PITFALLS TV not always your best media (headline news not always right) WL $15 million marketing money WL $15 million for marketing campaign e-VT -infrastructure Public Access Button Up slide lecture recorded with fixed camera that only showed speaker, not the slides. Also, one in a room too dark to see the speaker. Multiple approach. Letters to editor. Online interviews, commentaries, speaking opportunities. Every day. Many describe the organization from their perspective without giving the bigger context.
Lots more examples here.
PITFALLS TV not always your best media (headline news not always right) WL $15 million marketing money WL $15 million for marketing campaign e-VT -infrastructure Public Access Button Up slide lecture recorded with fixed camera that only showed speaker, not the slides. Also, one in a room too dark to see the speaker. Multiple approach. Letters to editor. Online interviews, commentaries, speaking opportunities. Every day. Many describe the organization from their perspective without giving the bigger context.
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