Dream. Build. Connect. How to use new and traditional media to build a strategic communications plan and

campaign A front-page newspaper article about a cause you support is great. An engaged Facebook community can do wonders. But bridge those two communications together,

sprinkle in the powerful story of your organization, and you have the potential to enact real change.

This daylong seminar is designed for organizational leaders and leads participants through lessons on how to develop your

message, where to tell your story and how to pull it all together into a strategic communications plan and campaign. We’ll

discuss how to build an annual communications strategy, how and when to layer in social media, mass media and strategic

partnerships.  

 LEARNING OBJECTIVES:  1. Define strategic communications campaign.

2. Developing core brand messages. 3. Developing a strategic messaging calendar.

4. Developing campaigns to promote an organization throughout the year, to include various public relations and communications

methods.

“To connect to people at the deepest level, you need stories.”

-Robert McKee

What is STRATEGIC COMMUNICATIONS?

Exactly what it sounds like.

“…infusing communications efforts with an agenda and a master plan. Typically, that master plan involves promoting the brand of an organization, urging people to do specific actions, or advocating particular legislation.”

What’s Your Agenda?Who are you trying to reach? Why?

BREAKOUT SESSION

Yesterday’s Media

Yesterday’s Newsroom

Yesterday’s News StaffReporters. Photographers. Editors. Producers. AND MORE!

Too busy to leave desk for lunch?

Laid off?

Coffee powered!

On the phone

Rumpled jacket

2 screens

Today’s Media

Stressed out posture!

stacks

Files!

Rumpled hair…what’s

left of it

Files and

more files

Today’s Media

An Empty Newsroom

Today’s News StaffNote the reporter notebook & camera.

Today’s News CycleNews Event

Publish brief on web site

Teaser on social media

Blog post

Attend event / go to scene

Take photos, get

notes, interview

Return to office and

update web site,

social media and Blog post

File story for

broadcast that

evening or morning edition

Post video and images

Update social media

So how to you reach busy reporters? With the right story.

“In an age of 24/7 information, nothing dates faster than factual content. Properly executed stories, on

the other hand, offer the possibility of winning hearts as well as minds, while delivering an immersive

experience around your products, services and brand assets.”

-Robert McKee

Strength of the Pitch!

• Event• Compelling

Story• Statistics• National

Trend

What stories can you tell?Brainstorming Story Ideas

BREAKOUT SESSION

TV Media**Sound bites ** Confidence **

**Moving, visual interest**

Radio Media**Breaking News ** In Depth Topics ** Music Angle

** ** National Trends **

Print MediaDaily & Weekly

Breaking NewsPhotographs

Graphics Statistics

Human Interest Lifestyle

Investigative

Magazines

• Storytelling

• Compelling trends

• Visuals

Online MediaSocial Media, Online News Sites, Bloggers

• Latest, breaking news• Man on the street• Gritty videos• Photos• Cuteness• Virality• Gossip• Lifestyle

BREAKOUT SESSION

What mass media outlets speak to your audience?

TVRADIO

NEWSPAPERSBLOGGERS

NEIGHBORHOOD NEWSLETTERSONLINE NEWS SITESEMAIL NEWSLETTERS

CHAMBERS OF COMMERCEMAIN STREET ASSOCIATIONS

FEEDER PUBLICATIONS

What Reporters Hate…from HubSpot

What Reporters Hate…from HubSpot

What Reporters Hate…from HubSpot

What Reporters Hate…from HubSpot

Always On Deadline

• Reporters have a constant sense of urgency –web sites to update, photos to take, videos to edit, Blogs to post to, Facebook and Twitter feeds to maintain…and papers and newscasts to fill with news each day…before their competitor beats them to the story.

• Stories for the weekend are being written during the week. Multiple daily deadlines!

Caution!

• Don’t pitch junk• Opportunities are time sensitive and dissolve if you

take too long• Recognize that news needs to be unique OR uniquely

told to get the most attention or the best placement• Must incorporate social media into plan • Recognize the different levels of earned media• MEASURE results • A social media update could get traction and go from

a blurb to a big story so ….be prepared!

-Recommendations developed with Moore Than Words.

The WIN!• News covered in briefs

section / evening news

• News covered by Blogger

• News shared on social media

• FRONT PAGE, NAME IN HEADLINE w/ PHOTO!

• Factual coverage of event

• Profile of key stakeholder established as thought leader

What SOCIAL MEDIA is NOT?

What is SOCIAL MEDIA?

The Basics

The Basics

People living in cities spend the most time on Social Media, at 70% of the population. And women, on average, spend 9% more time on social networking sites than men. –Pew Research Center

How many Internet users? WORLD: 2.4 Billion. With a B. –Internet World StatsUS: 274 Million.

The Basics

The Basics

The Basics

The Basics

The Basics: LinkedInaka Facebook for professionals.

The Basics:You Tube

MobileHow many times have you looked at your phone since this course started?

What is SOCIAL MEDIA news?

Social Media News Cycle

Social Media = PR Booster

• Leverage your news everywhere• Get information on what the audience

is interested in with polls, questions and by looking at what gets shared

• Gather fans and reward them with timely relevant info

• Utilize various platforms for different demographics-Recommendations developed with Moore Than Words.

SOURCE: http://www.previewnetworks.com/blog/tag/earned-media/

Pulling It Together

The Payoff

SOURCE: IntersectionConsulting.com/Blog

Start With a SINGLE Calendar

Natio

nal M

on

th o

f XX

X

The Facts.

Build a Plan

BREAKOUT SESSION

The Process• Who is the voice? • What is your mission statement?• How will you measure results? • Are you ready for the phone calls? • What is your process?– Checklist for items needed before

campaign begins.• Photos• Videos• Routing news for approval• Social media management

The Media is HUNGRY• They need your news. – Fewer reporters to fill more news space

(online, on air, in print).

• They want to tell your stories.– Every reporter loves a good story!

• You just need to get it in front of them! – Speak their language! Reach them with

press releases. Build the buzz around your news on social media.

• Get ready!

Dream. Build.

Connect.