strategic planning for the small college sid ron smith westmont college cosida convention june 24,...

Strategic Planning for the Strategic Planning for the Small College SIDSmall College SID

Ron SmithRon SmithWestmont CollegeWestmont College

CoSIDA ConventionCoSIDA ConventionJune 24, 2012 June 24, 2012 ·· St. Louis, Mo.St. Louis, Mo.

Resource URL:Resource URL:www.westmont.edu/_sports/CoSIDAwww.westmont.edu/_sports/CoSIDA

Value and Purpose of a Strategic Value and Purpose of a Strategic Communication PlanCommunication Plan

Communication is PowerfulCommunication is Powerful

Communication is PowerfulCommunication is PowerfulYour college or university has entrusted you Your college or university has entrusted you

with a great deal of power.with a great deal of power.

You have a platform from which you can:You have a platform from which you can:

You have a platform from which you can:You have a platform from which you can:Engage or enrage alumni.Engage or enrage alumni.

You have a platform from which you can:You have a platform from which you can:Engage or enrage alumni.Engage or enrage alumni.Persuade or dissuade donors.Persuade or dissuade donors.

You have a platform from which you can:You have a platform from which you can:Engage or enrage alumni.Engage or enrage alumni.Persuade or dissuade donors.Persuade or dissuade donors.Encourage or discourage fans.Encourage or discourage fans.

You have a platform from which you can:You have a platform from which you can:Engage or enrage alumni.Engage or enrage alumni.Persuade or dissuade donors.Persuade or dissuade donors.Encourage or discourage fans.Encourage or discourage fans.Excite or incite players and coaches.Excite or incite players and coaches.

You can use your power for GOODYou can use your power for GOOD

Or for EVILOr for EVIL

GOODGOOD EVILEVIL

The greater concern is that we will miss the opportunities to do good with the power of our communication.

The purpose of a Strategic The purpose of a Strategic Communication Plan is to harness Communication Plan is to harness

the power of communication the power of communication opportunities and use those opportunities and use those

opportunities to the benefit of our opportunities to the benefit of our institutions, athletic departments, institutions, athletic departments,

teams, coaches and student-athletes.teams, coaches and student-athletes.

Developing a Strategic Developing a Strategic Communication PlanCommunication Plan

Resource URLResource URLwww.westmont.edu/_www.westmont.edu/_sports/CoSIDA

Westmont Strategic Communication PlanWestmont Strategic Communication Plan This PowerPoint PresentationThis PowerPoint Presentation Presentation NotesPresentation Notes ExamplesExamples

Message IdentificationMessage Identification

Message IdentificationMessage IdentificationTakes some careful and deliberate thinking.Takes some careful and deliberate thinking.

Ask, “What messages do we want to focus on in Ask, “What messages do we want to focus on in our athletic communication?”our athletic communication?”

This should be a collaborative effort with This should be a collaborative effort with individuals both inside and outside of your athletic individuals both inside and outside of your athletic department.department.

Every institutions message will be unique.Every institutions message will be unique.

Message IdentificationMessage Identification Westmont Strategic Communication PlanWestmont Strategic Communication Plan

Philosophical and Mission-Oriented messages.Philosophical and Mission-Oriented messages.

Philosophical and Mission-Oriented messages.Philosophical and Mission-Oriented messages. Communication of Westmont culture and student experience.Communication of Westmont culture and student experience.

Philosophical and Mission-Oriented messages.Philosophical and Mission-Oriented messages. Communication of Westmont culture and student experience.Communication of Westmont culture and student experience. Promotion of teams, coaches and student-athletes.Promotion of teams, coaches and student-athletes.

Philosophical and Mission-Oriented messages.Philosophical and Mission-Oriented messages. Communication of Westmont culture and student experience.Communication of Westmont culture and student experience. Promotion of teams, coaches and student-athletes.Promotion of teams, coaches and student-athletes. Schedule, results and statistical reports.Schedule, results and statistical reports.

If we don’t strategically think about our messaging, If we don’t strategically think about our messaging, the SIO can become consumed with the latter two the SIO can become consumed with the latter two categories and lose sight of the first two categories.categories and lose sight of the first two categories.

Philosophical and Mission-Oriented messages.Philosophical and Mission-Oriented messages.

Philosophical and Mission-Oriented messages.Philosophical and Mission-Oriented messages. Mission of Westmont and Westmont AthleticsMission of Westmont and Westmont Athletics

In addition to providing the mission statements on the In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press Westmont and Westmont Athletics in its publications and press releases.releases.

Athletics as a part of a liberal arts education.Athletics as a part of a liberal arts education.

Athletics as a part of a liberal arts educationAthletics as a part of a liberal arts education The development of the whole person through athletic The development of the whole person through athletic

competition – physical, intellectual, spiritual, emotional, competition – physical, intellectual, spiritual, emotional, relational, leadership development.relational, leadership development.

Athletics as a part of a liberal arts educationAthletics as a part of a liberal arts education The development of the whole person through athletic The development of the whole person through athletic

competition – physical, intellectual, spiritual, emotional, competition – physical, intellectual, spiritual, emotional, relational, leadership development. relational, leadership development.

Athletics communicated within the context of Christian faith as Athletics communicated within the context of Christian faith as an expression of service to God.an expression of service to God.

Westmont Culture and Student Experience.Westmont Culture and Student Experience.

Westmont Culture and Student Experience.Westmont Culture and Student Experience. The predominate public opinion of collegiate athletics and The predominate public opinion of collegiate athletics and

athletes defers significantly from the culture of Westmont athletes defers significantly from the culture of Westmont Athletics and the experience of Westmont student-athletes. The Athletics and the experience of Westmont student-athletes. The SIO should seek to communicate both directly and indirectly the SIO should seek to communicate both directly and indirectly the values, goals, expectations and spirit in which Westmont values, goals, expectations and spirit in which Westmont Athletics is conducted. It should also seek to reveal the Athletics is conducted. It should also seek to reveal the experiences of Westmont student-athletes.experiences of Westmont student-athletes.

Westmont Culture and Student Experience.Westmont Culture and Student Experience. Because Westmont student-athletes are involved in every Because Westmont student-athletes are involved in every

aspect of the college, the SIO has the opportunity to celebrate aspect of the college, the SIO has the opportunity to celebrate and promote the experiences of and activities of student-and promote the experiences of and activities of student-athletes in non-athletic activities such as choir, orchestra, the athletes in non-athletic activities such as choir, orchestra, the speech and debate tournament, student government, academic speech and debate tournament, student government, academic pursuits and accomplishments, etc. By doing so, the SIO pursuits and accomplishments, etc. By doing so, the SIO promotes and understanding of the larger Westmont promotes and understanding of the larger Westmont community.community.

Ethics and ValuesEthics and Values

Ethics and ValuesEthics and Values Integrity, Truthfulness and Honesty.Integrity, Truthfulness and Honesty.

Ethics and ValuesEthics and Values Integrity, Truthfulness and Honesty.Integrity, Truthfulness and Honesty. Respect for Privacy.Respect for Privacy.

Ethics and ValuesEthics and Values Integrity, Truthfulness and Honesty.Integrity, Truthfulness and Honesty. Respect for Privacy.Respect for Privacy. Accuracy in Reporting.Accuracy in Reporting.

Ethics and ValuesEthics and Values Integrity, Truthfulness and Honesty.Integrity, Truthfulness and Honesty. Respect for Privacy.Respect for Privacy. Accuracy in Reporting.Accuracy in Reporting. Respect and Sportsmanship.Respect and Sportsmanship.

Ethics and ValuesEthics and Values Integrity, Truthfulness and Honesty.Integrity, Truthfulness and Honesty. Respect for Privacy.Respect for Privacy. Accuracy in Reporting.Accuracy in Reporting. Respect and Sportsmanship.Respect and Sportsmanship. Timeliness.Timeliness.

Ethics and ValuesEthics and Values Integrity, Truthfulness and Honesty.Integrity, Truthfulness and Honesty. Respect for Privacy.Respect for Privacy. Accuracy in Reporting.Accuracy in Reporting. Respect and Sportsmanship.Respect and Sportsmanship. Timeliness.Timeliness. Servicing the best interests of the college, athletics, Servicing the best interests of the college, athletics,

coaches, players, the conference and the NAIA.coaches, players, the conference and the NAIA.

Ethics and ValuesEthics and Values Integrity, Truthfulness and Honesty.Integrity, Truthfulness and Honesty. Respect for Privacy.Respect for Privacy. Accuracy in Reporting.Accuracy in Reporting. Respect and Sportsmanship.Respect and Sportsmanship. Timeliness.Timeliness. Servicing the best interests of the college, athletics, Servicing the best interests of the college, athletics,

coaches, players, the conference and the NAIA.coaches, players, the conference and the NAIA. Honoring Tradition.Honoring Tradition.

Audience IdentificationAudience Identification Student Body.Student Body. Faculty and Staff.Faculty and Staff. Alumni.Alumni. Parents.Parents. Current and Potential Donors.Current and Potential Donors. The Media.The Media. Santa Barbara Athletic Community.Santa Barbara Athletic Community. Greater Santa Barbara Community.Greater Santa Barbara Community. Potential Students.Potential Students. Recruits.Recruits. NAIA and Conference administration and school.NAIA and Conference administration and school. Fans of Westmont AthleticFans of Westmont Athletic Fans of competitorsFans of competitors

Communication-Vehicle IdentificationCommunication-Vehicle Identification Athletics WebsiteAthletics Website Press ReleasesPress Releases Press ConferencesPress Conferences Video and Audio BroadcastsVideo and Audio Broadcasts Warrior Update (weekly email)Warrior Update (weekly email) Athletics Facebook PageAthletics Facebook Page Athletics Twitter AccountAthletics Twitter Account eScores Text MessagingeScores Text Messaging Pocket SchedulesPocket Schedules Game ProgramsGame Programs Game AnnouncementsGame Announcements Game ScorecardsGame Scorecards Google CalendarGoogle Calendar Visitor’s GuideVisitor’s Guide Warrior SportslineWarrior Sportsline

Message-Vehicle TableMessage-Vehicle Table

Website X X X X X X X X X X X XPress Releases X X X X X X X X X XPress Conferences X X X X X X X XBroadcasts X X X X X X X X X X X X XWarrior Updates X X X XFacebook X X X X X X X X X XTwitter X X XeScores X X XPocket Schedules X XPrograms X X X X XAnnouncements X X X X X XScorecards XGoogle Calendar X XVisitor's Guide X X X X X X X XSportsline X X X

InformationalPhilosophy/Mission Culture

Audience-Vehicle TableAudience-Vehicle TableS

Website D D D D D D D D D D D D DPress Releases I D I I I I D/I IPress Conferences D I I I I I IBroadcasts D D D D D D D D D D DWarrior Updates D D D D D D D DFacebook D D D D D D D D D D D DTwitter D D D D D D D D D DeScores D D D D D D D D DPocket Schedules D D D D D DPrograms D DAnnouncements D DScorecards D DGoogle Calendar D D D D DVisitor's Guide D D D DSportsline D D D D

D=Direct Communication I=Indirect Communication (e.g. through the media)

Media RelationsMedia Relations

Media RelationsMedia Relations Identify your media and primary vehicles used to Identify your media and primary vehicles used to

communicate with them regularly.communicate with them regularly.

communicate with them regularly.communicate with them regularly. Define the relationship you seek to have with the key Define the relationship you seek to have with the key

media outlets.media outlets.

media outlets.media outlets. Describe game day services that you will provide the Describe game day services that you will provide the

media.media.

media outlets.media outlets. Describe game day services that you will provide the Describe game day services that you will provide the

media.media. Determine how media requests will be handled by the Determine how media requests will be handled by the

sports information office.sports information office.

Crisis CommunicationCrisis Communication

Crisis CommunicationCrisis Communication Definition:Definition:

Any communication which has the potential to reflect negatively Any communication which has the potential to reflect negatively on the institution, athletic department, coaches, athletes or on the institution, athletic department, coaches, athletes or others associated with Westmont and Westmont Athletics.others associated with Westmont and Westmont Athletics.

Crisis CommunicationCrisis Communication Definition:Definition:

Any communication which has the potential to reflect negatively Any communication which has the potential to reflect negatively on the institution, athletic department, coaches, athletes or on the institution, athletic department, coaches, athletes or others associated with Westmont and Westmont Athletics.others associated with Westmont and Westmont Athletics.

Examples:Examples: Death of a player or coachDeath of a player or coach Arrest of a player, coach or administratorArrest of a player, coach or administrator Ineligibility of a playerIneligibility of a player Unsportsmanlike conductUnsportsmanlike conduct Investigation by NAIA or conference,Investigation by NAIA or conference, Natural disaster – fire, earthquake, etc.Natural disaster – fire, earthquake, etc. Cut in funding or scholarshipsCut in funding or scholarships Firing of a coach or administratorFiring of a coach or administrator

Crisis CommunicationCrisis Communication Principles of Crisis Communication:Principles of Crisis Communication:

Honest and TruthfulHonest and Truthful

Honest and TruthfulHonest and Truthful ProactiveProactive

Honest and TruthfulHonest and Truthful ProactiveProactive TransparentTransparent

Honest and TruthfulHonest and Truthful ProactiveProactive TransparentTransparent Respectful of PrivacyRespectful of Privacy

Honest and TruthfulHonest and Truthful ProactiveProactive TransparentTransparent Respectful of PrivacyRespectful of Privacy Seek the best interest of people over the institutionSeek the best interest of people over the institution

Honest and TruthfulHonest and Truthful ProactiveProactive TransparentTransparent Respectful of PrivacyRespectful of Privacy Seek the best interest of people over the institutionSeek the best interest of people over the institution GraciousGracious

Crisis CommunicationCrisis Communication Responsibilities of Sports Information Office:Responsibilities of Sports Information Office:

Advise the athletic director, school administrators and key decision Advise the athletic director, school administrators and key decision makers in regard to public relations. The sooner the SID is involved makers in regard to public relations. The sooner the SID is involved in the decision making process, the better.in the decision making process, the better.

Plan Formation:Plan Formation:In conjunction with administration, facilitate the formation of a In conjunction with administration, facilitate the formation of a specific crisis communication plan to include:specific crisis communication plan to include:

The message(s) to be communicated.The message(s) to be communicated. The means of delivering the message(s).The means of delivering the message(s). The communicators of the message(s).The communicators of the message(s). The frequency of communication.The frequency of communication. A mechanism for handling inquires from the press.A mechanism for handling inquires from the press. A plan for follow-up messaging.A plan for follow-up messaging.

Plan Review:Plan Review:Depending on the duration of the situation and the potential for Depending on the duration of the situation and the potential for negative impact, the specific crisis communication plan should be negative impact, the specific crisis communication plan should be considered a fluid plan to be revised and modified as needed – considered a fluid plan to be revised and modified as needed – which could be on an hourly basis.which could be on an hourly basis.

Plan Implementation:Plan Implementation: Message content creationMessage content creation Coordination of press releases, press conferences, etc.Coordination of press releases, press conferences, etc. Updates of the athletics website as appropriateUpdates of the athletics website as appropriate Serve as contact person for press inquires and requests for interviewsServe as contact person for press inquires and requests for interviews Implementing and follow-up messaging.Implementing and follow-up messaging.

Review and Evaluation:Review and Evaluation:At the conclusion of a crisis communication situation, the SID should At the conclusion of a crisis communication situation, the SID should coordinate and produce a written review of the specific crisis coordinate and produce a written review of the specific crisis communication plan, making suggestions for future crisis communication plan, making suggestions for future crisis communication situations.communication situations.

Resource URLResource URLwww.westmont.edu/_sports/CoSIDAwww.westmont.edu/_sports/CoSIDA

Westmont Strategic Communication PlanWestmont Strategic Communication Plan PowerPoint PresentationPowerPoint Presentation Presentation NotesPresentation Notes ExamplesExamples

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