aero – australian eresearch organisations library... · we’re a new gym + please join . come...
TRANSCRIPT
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ICE Solutions
Inspire Connect Engage
MAKING YOUR MESSAGE MATTER LORETTA DAVIS
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6 8 10 11 7
DON’T ASSUME !
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Education Utilities
3
Mining and construction
Government
Commercial
eResearch
Why am I here?
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1. The importance of communication
2. Difference between good and bad communication
3. How to plan effective communication using MY STORY IMC
4. Simple tricks to improve your communication
Today we will share… Today we will share…
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87%
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THE TWO WORDS INFORMATION AND COMMUNICATION
ARE OFTEN USED INTERCHANGEABLY, BUT THEY SIGNIFY QUITE DIFFERENT THINGS.
INFORMATION IS GIVING OUT -
COMMUNICATION IS GETTING THROUGH.
Sidney Harris American journalist 1917
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Right message Right people Right time
DON’T ASSUME !
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WHAT IS GOOD COMMUNICATION? BAD
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Accurate, succinct, engaging
Clear, concise, structured
Conveys a message
Easily digestible
Engaged audience
Bad communication Vs. good communication
Rambling, long, boring
Unstructured
No point…or too many points
Difficult to understand
Dissatisfied disengaged audience
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TELL ME AND I’LL FORGET.
SHOW ME AND I’LL REMEMBER.
INVOLVE ME AND I WILL UNDERSTAND.
Benjamin Franklin 1705
US Founding Father
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Focus on the “end game”
Organisation, project, product
Start with the end in mind
All communication must have a purpose
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DO THINK.
FEEL BELIEVE
Seek a response
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Stepping stones
Start at the beginning
One step at a time
Don’t jump ahead
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Where should I start?
Vision, mission, values
We are committed to interactively and synergistically
facilitating access to effective and competitive resources in order to assertively and completely leverage
existing advantage and interdependent opportunities.
http://dilbert.com
What does it mean?! Is it good communication?
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If you don’t have them – get them!
Short phrase or set of words
Designed to elicit a response
Based on your “end game”
First stepping stone
Use them everywhere
Expound the words
Discuss what they mean
Logos and taglines/slogans
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DO THINK.
FEEL BELIEVE
Do I really need a tagline/slogan?
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COLLABORATE
ADVOCATE
COMMUNICATE
power….when you need it…where you need it
AeRO Australian eResearch
Organisations
Where do you work? Who are they? What do they do?
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HOW TO PLAN EFFECTIVE COMMUNICATIONS
USING
my STORY IMC
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Integrated Marketing and Communications
Simple 5-step modular framework
Developed by Loretta Davis in 2010
Works standalone….or easily combined with existing comms activities
Communication activities
Organisational objectives I M C
my story IMC
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S M A R T
[uh b-jek-tiv] Noun something that one's efforts or actions are intended to attain or accomplish; purpose; goal; target:
Succinct Measurable Attainable Realistic Timely
What’s an objective? my story IMC
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Continuation + rewards
Belonging + blocks
Attention + actions
Solution + summary
Step 1 Identify your organisation’s objectives
my story IMC
We’re a new gym + please join
Come and join + not enough time – we’re open 24 hours
After 3 months + bonus month – new shoes
We’re here to help + we’ll support your health journey
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Step 2 Identify and profile your target audiences
my story IMC
Audiences are not created equal Influencers Sponsors Suppliers Clients Partners/funders
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Identity Awareness Integrity Interest Preference Selection Loyalty
Step 3 Refine messages for your communication stage
my story IMC
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Establish credibility
Stimulate interest in activities
Promote as a favourable solution
Match requirements to competitor offerings
Commitment to on-going involvement and participation
Communication stages my story IMC
Raise profile with target audiences
Integrity
Interest
Preference
Selection
Loyalty
Awareness
Identity Establish professional organisation image
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Step 4 Identify credible messengers
my story IMC
Project progress report Press release
Journal article Industry presentation Thesis
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M Message
Y Why this message?
S Suitable style?
T Targeted, tangible, timely?
O Which orator? How often?
R Review regularly – then update and improve.
Y Why this message? Why this way? Why now?
Step 5 Check your messages using MY STORY
my story IMC
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Putting it all together my story IMC
Create an organisational
objective
Increase awareness
of the organisation
Identify a communications
activity
Publish positive results & outcomes
for projects to website in 7 days.
Align org objective and comms
activitity
Integrated Marketing
and Communications
Construct communication
to elicit a response
THINK DO
FEEL BELIEVE
S M A R T
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Org objective: Build awareness of the organisation.
Comms activity: Publish positive results and outcomes for projects to website within 7 days.
Target audience – Funder ABC message – Attention – Project won an award – Action – Continue funding Communication stage – Loyalty (on-going funding & participation) Credible messenger – 300 word website article
THINK DO FEEL BELIEVE
Example Creating a message that matters
my story IMC
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SIMPLE TRICKS TO IMPROVE YOUR COMMUNICATION
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STAND OUT FROM
THE CROWD
AVOID DEFAULT
TEMPLATES.
MAKE IT EASY
TO READ
FACT CHECK AND
PROOF READ
ENGAGE YOUR
AUDIENCE.
WRITE ENGAGING
COPY
Simple tricks to improve your communication
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#1 - Engage your audience
Sizzling start
Marvellous middle
Awesome end
Grab attention
Maintain interest
Finish with a purpose
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#2 - Write engaging copy
<PROJECT> is helping other
organisations to do good work.
<ORGANISATION> delivers innovative
services to benefit the sector.
– not fairytales
<PRODUCT> is awesome
and everyone should use it.
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If it looks boring – it probably is
#3 - Avoid default templates
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#4 - Stand out from the crowd
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People are time poor
They quickly engage – or move on
To increase engagement, successful communicators:
Highlight information
Use lists and tables
Include a summary.
#5 – Make it easy to read
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If you don’t care - why should anyone else?
Nothing says “bad comunication’ like poor grammer,
bad speling, bad punchuation and very long sentinces
that ramble without makeing a point.
#6 - Fact check and proof read
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My end game
Right message Right people Right time
DO THINK. FEEL BELIEVE
my story IMC
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If you believe you can do something – you will !
Brisbane to Gold Coast – 100 km 7000+ riders
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WHAT’S YOUR NEXT STEP?
HOW WILL YOU MAKE YOUR MESSAGES MATTER?
ICE Solutions
Inspire Connect Engage