communication strategy for small organizations · ecosystem se rvice s cle an drinking wate r,...
TRANSCRIPT
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Communications
Strategy for Small
Organizations
Presented by Adam Hymans
2019 PA Statewide Conference for Watershed Organizations
www.resource-media.org @Rmedia
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#WatershedConnections
#4states1source
@PHLnthrope
@RMedia
www.resource-media.org @Rmedia
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Land Acknowledgement
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Don’t let the tail wag the dog!
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Tactic
Target
Channel
Messengers
Messages
Values & Perceptions
Audience
SMART Comms Objective
Big Hairy Audacious Goal
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Big Hairy Audacious Goal
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SMART Objective
• Specific
• Measurable
• Achievable
• Relevant
• Time-Oriented
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Audience
• Who can help us?
• How can they help us?
• What do we know about them?
• What do they care about?
• What do they already know or feel about our work?
• Whom or what do they trust?
• Where do they go for information and connection?
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Meet Laurie Waterford
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Some values we can appeal to
• Pride of place: livability, local character, natural beauty, etc.
• Healthy families and community
• Fiscal responsibility/bang for the buck
• Desire to leave a positive legacy
• Political ambition: build reputation, get re-elected
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You try it!
• Who can help us?
• How can they help us?
• What do we know about them?
• What do they care about?
• What do they already know or feel about our work?
• Whom or what do they trust?
• Where do they go for information and connection?
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One thing to remember about audiences…
People aren’t rational, so facts alone don’t work
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Solutions
Threats/Needs
Benefits
ValuesIssue or Org.
Values-based messaging helps you to answer the “so what”
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Example framework from the Delaware River Watershed
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”We all depend on clean water—for drinking, fishing and swimming. But what happens on land can either help or hurt our rivers and streams. Polluted runoff from roofs and driveways is a major source of water pollution. By building smart, beautiful rain gardens, we slow and filter the flow of runoff, keeping our creeks clean.”
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Humans are hardwired for stories
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Story ingredients
Characters
• Hero
• Villain
• Victim
• Mentor
Plot
• Challenge
• Choice
• Outcome
Setting
• Place
• Event
• Scope
• Context
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A story’s dramatic arc
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Plot: Challenge, Choice, Outcome
Choice
Outcome
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Who climbs this mountain? Characters!
Choice
Outcome
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Choose your voice
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Jargon alert: You say.... They hear
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Suggestions
Waterquality Healthofourrivers,drinkingwatersafety
Biodiversity Fishandwildlife,plantsandanimals
Regulations Safeguards,protections
Ecosystemservices Cleandrinkingwater,floodprotection
Landuseplanning Planningahead,preventingsprawl
Nonpointsourcepollution/stormwater
Pollutedrunoff
Nutrients Excessfertilizer,pesticides,etc.
Impervioussurfaces Pavementandotherhardsurfaces
Infiltration Rainpercolatingslowlyintotheground
Greeninfrastructure Nature-basedsolutions:raingardens,living
roofs,etc.
Riparianbuffers Streamsidetreesthatshadeandcleanrivers
AgriculturalBMPs Farmerscaringfortheirlandandwater
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PESOE: Paid, Earned, Shared, Owned, Experiential
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What am I asking my audience for right now?
Action
● Event registration
● Donation
● Petition signature
● Volunteer commitment
Awareness
● Name/organization recognition
● Education/issue-elevation
● Website traffic
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Getting in the news
Reporters look for:
• Timeliness (what’s happening now?)
• Local angle (why should my readers/listeners care?)
• Human interest (who are the people involved?)
• Tension (what’s the conflict?)
• Significance (what’s at stake?)
• Surprise (what’s unusual about this story?)
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Opinion coverage
Editorials (written by newspaper editors):
• Timely, significant, and controversial topics are best
Op-eds (written by experts or advocates)
• Need a personal connection to the issue
• 500-700 words to make your case
• Best before a decision-point or following big news
Letters to the editor (written by community stakeholders)
• Responding to event, news story, op-ed or editorial
• 150-250 words to make your case
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• Speak to your audience, not your ego
• Show, don’t just tell
• Easy to navigate
• Clear call to action and contact info
• Don’t get between the visitor and your call to action
• Contact capture
• Mobile-friendly
Website MUSTS
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Make sure leave-behinds are forget-me-nots
• Speak to your audience, not your ego
• Show & tell a story
• Selective, strong visuals
• Breathing room
• Clear call to action and contact info
• Easily updated
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Social media
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Targeted advertising can provide great value
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Reach the likeliest supporters
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Email is still king for cultivating supporters
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Power of partnerships
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resource-media.org/toolbox
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Questions?
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@PHLnthrope
Linkedin.com/in/adamhymans
www.resource-media.org @Rmedia
Stay in touch…