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Strategic Communications:
From the Plan to the Public
September 27, 2006
Atlanta, GA
Today’s Agenda
Welcome
HealthTecdl Goals
Session Objectives
Introduction of Speaker
Session Presentation….Melissa Taylor
Question & Answer - Open Discussion
Upcoming HealthTecdl Events & Resources
Goals of HealthTecdl
Build Organizational Capacity
Promote Organizational
Effectiveness
Support Nonprofit Collaboration
Session Objectives
Increased understanding of critical elements
of a communications plan
Increased ability to identify effective
communications strategies about your
organization, programs and issues
Melissa Taylor
Senior Vice President,
Strategic Planning and Research
Course Outline
Communications Planning
Media
Partnerships
Evaluation
Planning for
Communications
What is “communications”?
Marketing
Public Relations
Branding
Social Marketing
“Every minute you spend planning
saves 10 minutes in execution; this
gives you a 1,000 percent return on
energy!”
-- Brian Tracy, consultant
Why Is Planning Important?
Planning is starting with the end:
determining where you want to go and
then laying out the steps to get there
Identify challenges and opportunities
Provides a common framework for all
activities
Step 1: Assess your
organization
Set the organizational mission
Establish long-term goals
Establish short-term objectives
Step 2: Assess the Current
Market
Define the problem
Identify others in the marketplace with
similar goals
Assess recent media coverage
Step 3: Identify target
audience(s)
Whom you are trying to reach?
Where do they go for information?
Who influences them?
Where do they live, shop and play?
Step 4: Conduct a SWOT
analysis
Strengths – What
Weaknesses –
do you have that will help
you?
What is holding you
back?
Opportunities –
Threats – What
What is going on in the
market that will help you?
could prevent your
success?
Sample SWOT
Strengths
Weaknesses
Staff skilled in media
Board is supportive
New data
Limited resources
Not known in the market
Opportunities
Threats
Community/media interest
# of people affected is
increasing
New treatments offer better
outcomes
Competition from other
NFPs
Leg. defeated supportive
bill in committee
Parents afraid of diagnosis
From SWOT to Insights
Have new data, media interest, new
treatments
Parents afraid of diagnosis
Insight: media outreach to promote
message of hope of new treatments
Bringing It Together in A Plan
Key Plan Components
– Goals
– Objectives
– Target audience(s)
– Channels to reach your audience
– Strategies
– Tactics
– Tools
– Evaluation
What Approaches Will We
Take?
Strategy: general communication
approach
– Media outreach
– Health care professional outreach
From Strategies to Tactics
Tactic: specific activities to help you
execute your strategy
– Media release
– Attending health care professional
conferences
Tools of Trade
Determine what you want to say: key
messages
– About your organization
– About your issue
– About your program
Maximizing the Media
What are the Media?
Media Outlet
Overview
Television
Watched by ALL audiences
Highest impact; Visual stories
Radio
News with a community focus
Good for targeting very specific audiences
Daily/Weekly
Newspapers
Reaches opinion leaders
Appropriate for in-depth stories, promoting
community events & highlighting community
stories
Local angles, pre-prepared materials good for
smaller newspapers
What are the Media?
Media Outlet
Overview
Magazines
Specifics vary by type
Opportunity to run “softer,” humaninterest stories
Less time sensitive; 3 - 6 month lead time
Online/Internet
Popular for reaching “captive” audiences
May accept prepared materials
Newsletters
Good for reaching very targeted
audiences through a medium they trust
Concise and brief
What Makes a Story News?
Is it new?
Is it “hard” or breaking news?
Is it local?
Is it a famous – or prominent – person?
Is it a common problem?
Is it visual?
Is it personal?
The wildcard factor.
Media Tools
Media release
Matte release
Media advisory
Media kit
Writing a Media Release
The Inverted Pyramid
The most
newsworthy
information
The least
newsworthy
information
Is It News?
No
– It’s National
Arthritis Month
– We have programs
for people with
arthritis
Yes
– Age of arthritis
diagnosis is
decreasing
– Certain physical
activities can delay
onset
– Our new classes
provide instruction
Building Media Relationships
Do your research!
Respect their deadlines.
Be prepared.
Time is of the essence
Preparing for the Interview
Watch, read or listen in advance
Think about likely questions
Tailor information
Review key messages
Engaging Others to
Your Cause
Steps to a Successful
Partnership
Define your need
Identify potential partners
Make your case
– Sell your value
– Identify mutual benefit
Types of Partners
Not-for-profits reaching your target
audience
Public officials
Corporate
Health care professionals
Partnership Example
Arthritis organization hosts a walk
– Physical activity group promotes walk
– Local shoe shop offers walker discounts
– Arthritis organization
promotes shop to walkers
distributes physical activity materials
mentions both sponsors in media outreach
Measuring Your
Success
Why is evaluation important?
Ensures messages are appropriate,
effective
Allows for mid-course corrections
Assess short-term outcomes and longterm impact
Research for Planning
Assess baseline behaviors, attitude or
knowledge
Types of research:
– Surveys
– Focus groups
– Literature reviews
Evaluation of Effectiveness
Process evaluation
– People trained
– Calls to organization
– Media hits
Outcome evaluation
– Change in behavior, attitude or
knowledge
Questions & Answers
Resources
www.healthtecdl.org
Strategic Communications: From the Plan to the Public
What’s Next at HealthTecdl?
Grantwriting for Success—TBA