Transcript Title goes here - University of Minnesota

Communications Plans:
Why Bother?
Presented by:
Amy Phenix, University Relations
[email protected], 612.625.8510
7/21/2015
Your needs and experiences
What are your biggest
communications needs?
Do you plan now?
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– Why? Why not?
– What works what doesn’t?
– Are you achieving objectives in your plan?
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Why bother?
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Set goals
– What’s success?
– Evaluation: was it successful?
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Set priorities
– What to do?
– Who’s important?
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Proactive (vs. reactive)
– Identify and resolve policy issues
– Anticipate unexpected/unwanted
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Why bother?
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Establish or enhance credibility
– Demonstrate the value of strategic
communications
– Organizationally
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Make a point!
Be strategic
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What’s strategic for your unit?
– What are your goals?
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University goals:
– Increase public and private support
– Strive for preeminence in basic and applied
sciences
– Recruit best faculty
– Foster economic development in the state
– Enrollment maxed, must attract best students
– Improve undergraduate learning
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What’s strategic?
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A story in alumni publication, or a paragraph in the NY Times
about efforts to improve student retention?
A communications professor interviewed about paranormal
research on the Today Show, or a hometown placement
about an honorary degree recipient?
Responding to a USA Today request for a bioterrorism
expert, or meeting with the head of campus life to develop a
story about the student body?
Completing key stakeholder polling about the university, or
developing a fact sheet for the president to send to
stakeholders?
A story in our faculty and staff publication about getting
involved in elections, or one about a large research grant?
Plan utility
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Organizational: in support of strategic plan and
mission
Event or initiative specific
– Opening a building
– Launching a new academic program
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Issue driven
– Post-riot
– Health benefit changes
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Long term
Short term
Elements of a
communications plan
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Articulates departmental goals and priorities
(situation analysis)
Sets goals
May include messages
Identifies key audiences
Articulates strategies to achieve your goals
– How you’ll work (vs.. what you’re doing)
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Articulates tactics
– What you’re doing (e.g., the specific
communications vehicles you’ll use)
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Strategies and tactics
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Strategy: Advance university research and
education mission by supporting resource
acquisition efforts.
Tactics:
– Develop, coordinate and manage external message
surrounding legislative request
– Bring legislators to campus to learn about the
university
– Tell stories that demonstrate the university’s value
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Internal publications
External publications / media relations
Conclusion
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Planning is valuable, helps identify goals
and if you’ve achieved them
Planning should be strategic
Planning elements include:
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Goals
Audience
Strategies
Tactics