CommunicatingYourANRStory

Simpletextisbest.Don’treadfromyourslides.

ImageCreditsforthisPresentation:Pixabay andUCRegents

ModuleSix:CreatingaCommunicationsStrategyRoseHayden-Smith,PHDUCCEAdvisorDigitalCommunicationsinFoodSystems&ExtensionEducation

2/4-2/8/2019

AbouttheCommunicatingYourANRStorySeries

Communicatingourstoriesasresearchersandeducatorsisessential.

Increasingly,thisinvolvesdigitaltechnologies.

• IntheCYSseries,you'lllearnabouttools&socialplatformsthatwilladvanceyourwork.

• WehopethesewebinarsandresourceswillhelpyouwithExtensionDelivery.

UpcomingWebinars:2/4-2/8CreatingaCommunicationsStrategy - Daily10:00-10:30a.m.with“homework”and“officehours”– mustvieweachwebinarlive(orarchived)

Archived:BloggingBasics,TwitterBasics,LinkedIn,BloggingII,Instagram,Facebook

MyStory

• FirstCareer– Marketing/Communications

• KelloggFellowship– focusondigitalcommunications

• VictoryGrower&UCFoodObserver

• Centraltoallmywork:blogsandsocialmedia,particularlyTwitter,increasinglyotherplatforms

UCFoodObserver• BrandplatformforUCOP’sGlobalFoodInitiative

• Blogandsocialmediapresence

• Fromtheinstitution(butnotinstitutional)

• Providevalue-addedpublicservice(viacuration,contextualizationandoriginalcontent)

• ENGAGEwiththepublic,media,UCcommunityandothers

Agenda• Whycreateacommunicationsplan/strategyforyourprojectorprogram?• OurProcess• AnticipatedOutcomes• GettingStarted• Q&A

WhyCreateaCommunicationsPlan?

• ExtendinginformationisfundamentaltotheExtensionmission• Justpostinginformationonawebsiteisnotenoughintoday’ssocialenvironment• Aplanprovidesaroadmap tohelpusidentifywhowewanttoreach,whatwewantthemtoknow,andthebestwaytogetourinfotothem• Therearemanywaystospreadinformation;doingsomeadvanceplanningmayhelpyoudeterminewhatwillworkbestforyou• Efficiencyandcapacity

OurProcess• Developatemplateusingaseriesofclarifyingquestions

• Thesequestionswillhelpyouzeroinon:• Objectives• Audience• Headandheart• Messages/ideas• Platformsandtactics• Measuringsuccess(andrefiningifnecessary)• Timingandaccountability

OurProcess

• Bythinkingaboutandansweringthesequestions,we’llbegintheprocessofcreatingabasiccommunicationsstrategy andplan tocommunicateyourstory.Answersshouldbebrief,andmay(andshould!)changeovertime.Thisplanmightbeasinglepageforanadvisor/specialist,orlongerforaprogrammaticunit.

• Thisisonlyforyou,sobulletitemsareokay

• Thisisalivingdocument…remembertoadd,change,refine

Assumptions

• You’llhaveablogpost,FAQsheet,report,researchpaper,UCDelivers…somethingyouwanttoshare

• You’lluseoneormoresocialplatforms

DeterminingYourObjective

• Whatdoyouwanttocommunicateabout?Doyouhaveanideaforaspecificthingyou’dliketocommunicate,orareyouprimarilyseekingtoincreaseyourvisibilityovertime?

• Whatareyouroverallgoals/objectives?HowandwheredotheyalignwithANRcommunicationsgoals/messagesandbrandmessages?Ifyou’reaspecialist,how/wheredotheyalignwithcampus?

Audience

• Whoareyoutryingtoreach?Thatisyouraudience.Beasspecificasyoucan.

• Whereonsocialmediamightyoufindthem?*

HeadandHeart(KnowledgeandFeeling)

• Whatdoyouwantyouraudiencetoknow,feel,ordo(behaviorchange)?

• Whatdoyouwanttoberemembered?(Pick1-2things).

Messages

• Whatare1-3keymessages/ideasyou’dliketocommunicate?

• Keeptheseshort

SocialPlatforms

• Whatsocialplatform(s)doyouthinkmightbethebestfitforyourstrategy,youraudience(s),yourinterests,andyourabilities?

• It’sokayifyoudon’tknow…wecanfigurethisouttogether.

Tactics:SocialPosting,ContentSharing

• Whatfrequencyofsocialpostingareyouinterestedin?

• Whatcanyousustain?

• Whoelsemightshareyourmessage/information?

Analytics/Measurement

• Howwillyoumeasureyoursuccess?

• Analytics– wecanfigurethisouttogether,butmostsocialplatformsprovidedecentinsights(quantitativeinfo;thereisqualitativeinfoyoucangather,too).

• Lookingatinsightsisimportantforrefiningyourmessageandapproach.

TimingandAccountability

• Whatwillyoudo?

• Whenwillyoudoit?

• Arethereanytoolsthatcanhelpyou?

• Doyoualreadyhaveplacestopostwhatyouproduce?(i.e.,socialaccounts,countyordepartmentalwebsite,newsletters,industrygroups,etc.)

TimingandAccountability

• Isanyapprovalorbuy-inneeded?

Resources

• Rose’sPowerPointisinPDFontheANRLearning&Developmentpage,alongwithabibliography

• Call,textoremailRoseat805.794.1665oremailatrhsmith@ucop.edu withanyquestions.Icanhelp.Iwanttohelpyou! YoucanalsoTweetmeorDMmeonTwitter@ucfoodobserver orfindmeonLinkedIn andInstagram.