media maven: freshen up your communications strategy

MEDIA MAVEN: Freshen Up MEDIA MAVEN: Freshen Up Your Communications PlanYour Communications Plan

January 19, 2012January 19, 2012

Presented by Michael Levine, Presented by Michael Levine, Flywheel CommunicationsFlywheel Communications

Hosted by COMMON GOOD VTHosted by COMMON GOOD VT

Flywheel Communications

It's essential to know what you're It's essential to know what you're trying to get across and be trying to get across and be

consistent in how you present consistent in how you present your message.your message.

That, in a nutshell, is the value of That, in a nutshell, is the value of

a strategic communications plan.a strategic communications plan.

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Your organization is communicating Your organization is communicating all the time, in ways you may not all the time, in ways you may not

always recognize.always recognize.

A strategic communications plan A strategic communications plan helps assure that you use this to helps assure that you use this to

advance your goals.advance your goals.

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No one size fits all.No one size fits all.

Common elements, but all different.Common elements, but all different. Flexible to pursue opportunities and not be Flexible to pursue opportunities and not be

overwhelmed by events.overwhelmed by events.

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Communication Plans IncludeCommunication Plans Include

Analysis of what’s in place and how things work now

Goals and audiences Who should be involved in planning and

carrying it out Message development

– Consistent– Levels of preparation

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One and two way communication channels to pursue

Determine appropriate broadcast, print, and social media outlets

Use of in house media– Flyers– Brochures– Newsletters

Speaking opportunities, workshops, presentations, events

Visuals—logos, photos, multi media

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Some ExamplesSome Examples Start from scratch

– Button Up: introduce a program– Creative Economy: introduce a concept– e-Vermont: 40 applications with 3 week notice

Opportunity– Folklife Center: new director and new home (still

benefiting)– Understanding Vermont reports: valuable, but not

headline news. How to make a viable story?– Future of Vermont: Conversations across the state

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Examples cont. Examples cont. Action oriented

– WL Partnership: starting well in advance of outcome desired

– Hunger Mountain Coop: needed 2/3 of voting members to approve. Received over 90%. Mending old wounds.

– E. Montpelier Elementary School: renovation, expansion

People see through charade of public input.Flywheel Communications

Exercise TimeExercise Time

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Communication in ActionCommunication in Action

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TrackingTracking

Goes back to goals. For media:– Google alerts—not inclusive– Screen shots– Members on alert– Podcasts of radio shows– Web analytics

Careful using material. Get permission.

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Flywheel Communications

Flywheel Communications

How to Start?How to Start? Do very rough look at current

communications. Look at your staff/board for internal

expertise or interest. Authorize time for research, supplement

with outside resources (webinars, web sites, blogs, workshops, books, consultants, etc).

Start simple—one page ID sheetFlywheel Communications

Flywheel Communications

ResourcesResources Hubspot http://www.hubspot.com/ Free

beginner level books Dan Zarella http://danzarrella.com/ Statistics

and analysis of social media Google for Strategic Communications Cause Communications

http://www.causecommunications.org/index.php Free download books on communications planning Flywheel Communications

Flywheel Communications

FLYWHEEL COMMUNICATIONS

--Releasing the power of words

Michael LevineMichael Levine802 225-1320802 225-1320

Michael@flywheelvt.comMichael@flywheelvt.comwww.flywheelvt.comwww.flywheelvt.com

Flywheel Communications

Tom Martin http://tommartin.typepad.com

Flywheel Communications

Tom Martin http://tommartin.typepad.com