more than a name 09 than a name 09.pdf · put your pitch to paper 1. write a short, impactful...
TRANSCRIPT
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More Than A Name
Communicating Who You Are & What You Do
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More Than A Name: Communicating Who You Are & What You Do
Introduction
Annastasia Sommer-Stevens, BAC
Community Relations Manager
Calgary Seniors’ Resource Society
3639 – 26 Street NE
Calgary, AB T1Y 5E1
calgaryseniors.org
(403) 266-6200
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More Than A Name: Communicating Who You Are & What You Do
Presentation Goals
What I hope you will leave with today:
l An understanding of the three ideas that form the foundation of strategic communication
l Recognition that there is benefit to you and your organization in strategic communication planning
l Practical strategic communication application techniques that you can begin using immediately
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More Than A Name: Communicating Who You Are & What You Do
Activity: Elevator Pitch – The Ride Up
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More Than A Name: Communicating Who You Are & What You Do
What is Strategic Communication
Strategic communication management is defined as the systematic planning and realization of information flow, communication, media development and image care in a long-term horizon. It conveys deliberate message(s) through the most suitable media to the designated audience(s) at the appropriate time to contribute to and achieve the desired long-term effect. Communication management is process creation. It has to bring three factors into balance: the message(s), the media channel(s) and the audience(s).
Wikipedia 2009
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More Than A Name: Communicating Who You Are & What You Do
Why Communicate Strategically
l Reinforces organizational message and brandl Prevents contradictory, confusing messaging l Allows creation and distribution of communications that, while different in style and purpose, have an inner coherence
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More Than A Name: Communicating Who You Are & What You Do
Key Concepts
The three core building blocks of strategic communication are:
l Audiencel Message
l Medium
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More Than A Name: Communicating Who You Are & What You Do
Who Are You Trying to Reach?
l Who is the primary audience?
l Is there a secondary audience?l What do they need? What do they want?
l What is important to them?
l What are they least likely to care about?
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More Than A Name: Communicating Who You Are & What You Do
Getting Specific: Defining AudienceGENERAL:l Agel Genderl Geographic Locationl Incomel Profession/Type of Workl Marital Statusl Educationl Interests/Hobbies
SPECIFIC:l Daytime Availabilityl Affiliations (churches, clubs, groups etc.)l Volunteer Participationl Family Demographics (number of children, age of children etc.)
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More Than A Name: Communicating Who You Are & What You Do
Speaking the Same Language
l How do they develop social networks
l What keywords do they use (review targeted magazines, newspapers, blogs, websites, television programs, radio stations etc.)
l Where do they hang out
l What services do they use
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More Than A Name: Communicating Who You Are & What You Do
What Do You Want to Say?
The Five C’s of Crafting an Effective Message:
l Clean – keep it simple
l Clear – get to the pointl Concise – less is more, keep it short & avoid jargon
l Compelling – make it meaningful
l Concrete – have a purpose
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More Than A Name: Communicating Who You Are & What You Do
Make It Easy
EXAMPLE:
Enhance the quality of life and human dignity of seniors, by supporting their independence through home services and community based programs.
VS.
Provide free programs and services that keep seniors living independently in their own homes as long as possible.
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More Than A Name: Communicating Who You Are & What You Do
How Are You Going to Say it?
Consider the Following:
l Delivery Medium
l Use(s) or Application Options l Effort Required
l Development & Delivery Cost
l Time Required
l Audience Fit
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More Than A Name: Communicating Who You Are & What You Do
Selecting a MediumEXAMPLE: Medium Comparison Chart
******$$$$$****Radio Announcement
Audio
**$*BlogElectronic
********$$$**BrochurePrint
Audience FitTime Required
Development & Delivery Cost
Effort Required
Use(s) or Application Options
Delivery Medium
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More Than A Name: Communicating Who You Are & What You Do
Practical Application
1. Brainstorming2. Exercise
3. Group Discussion
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More Than A Name: Communicating Who You Are & What You Do
Perfect Your Pitch
1. What sets you apart from the rest? Why are you unique or special?2. What inspires/motivates/excites you about what you do?
3. Can you simplify? What is really important?
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More Than A Name: Communicating Who You Are & What You Do
Put Your Pitch to Paper
1. Write a short, impactful statement about who you are and what you do. It should be no more than a paragraph – remember, you only have a 30 second delivery window.
2. Practice your pitch in your head.
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More Than A Name: Communicating Who You Are & What You Do
Activity: Elevator Pitch – The Ride Down
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More Than A Name: Communicating Who You Are & What You Do
Wrap Up
1. Identify & define your audience(s)
2. Craft a careful, targeted message3. Select the most appropriate medium
Communication planning and preparedness pays off!
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More Than A Name: Communicating Who You Are & What You Do
Q&A
Thanks for participating! Please complete the evaluation form.
Additional Resources:Choosing the Communication Medium – Communicating with Seniors
Public Health Agency of Canada
http://www.phac-aspc.gc.ca/seniors-aines/pubs/communicating/medium_e.htm
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More Than A Name
Communicating Who You Are & What You Do