media maven: freshen up your communications strategy
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Media Maven Lunch features Michael Levine of Flywheel Communications on key elements of your coTRANSCRIPT
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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
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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.
Flywheel Communications
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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.
Flywheel Communications
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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.
Flywheel Communications
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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
Flywheel Communications
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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
Flywheel Communications
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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
Flywheel Communications
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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
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Exercise TimeExercise Time
Flywheel Communications
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Communication in ActionCommunication in Action
Flywheel Communications
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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.
Flywheel Communications
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Flywheel Communications
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Flywheel Communications
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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
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Flywheel Communications
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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
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Flywheel Communications
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FLYWHEEL COMMUNICATIONS
--Releasing the power of words
Michael LevineMichael Levine802 225-1320802 225-1320
[email protected]@flywheelvt.comwww.flywheelvt.comwww.flywheelvt.com
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Flywheel Communications
Tom Martin http://tommartin.typepad.com
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Flywheel Communications
Tom Martin http://tommartin.typepad.com