communications gumbo

Communications GumboHow Strategy, Content and PR Work Together

J. Mike MooreSr. Communications Manager

Emory University’s Goizueta Business School

Agenda

• Tease apart strategy, content and PR• Align content and PR efforts with strategic topics• Leverage various forms of content with limited resources• Track results of communications campaigns

gumbo[guhm-boh]

a stew or thick soup, usually made with chicken or seafood, greens, and okra or sometimes filé as a thickener.

“The dish combines ingredients and culinary practices of several cultures, including French, Spanish, German, West African, and Choctaw. Gumbo may have been based on traditional West African or native dishes, or may be a derivation of the French dish bouillabaisse.” (Wikipedia)

The Right Ingredients

Strategy Content Public Relations

The Right Ingredients

Strategy

Is it clear?Who controls it?Is it effective?

Do you have one at all?Can it be executed?

Content

What are your stories?Can you tell stories?Is video an option?

You’re on social, right?What are your channels?

PR

Do you earn media?Success metrics?Faculty buy-in?Research tools?Engagement?

The Desired Result

Strategy Content

PR

The Desired Result

Strategy Content

PR

The Desired Result

Strategy Content

PR

Think Bowtie… Pasta

Unorganized Information

Un-Focused Requests

Communications Department

Quality, Focused (and trackable) Messaging

Winning with StrategyWhat are you making?

• Stay connected with leadership and decision-makers• Recast yourself as a “storyteller”• Invest in efficiency• Identify your audiences and optimize your channels• Communicate your process and expected results (hedge your bets)• Track your success

http:// emory.biz/PRSAjmike

Winning with ContentWhat are you making?

• Turn what is being said about you into a story• Quality for some things, amount for others• Readers = Users • Ask yourself daily: “Is this the best way to tell this story?”• Insert yourself or “plug in” to a story

http:// emory.biz/PRSAjmike

http:// emory.biz/PRSAjmike

Winning with Public RelationsYou talk to that food critic?

• Empower your people• Events, roundtables and “big fancy dinners” can be winners • Pitch where it makes sense, write where it converts• Centralize your pitch efforts• Make time to say thank you

Questions?

j.michael.moore@emory.edu@jmike811