Becki Fiegel Communications Director Madison Community Foundation Identify Your Audiences Primary donors Secondary volunteers Tertiary those receiving your services Hidden lawmakers other organizations regulators ID: 781666
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Slide1
Ready, Set, Communicate
Slide2Messaging
Becki
Fiegel
Communications Director
Madison Community Foundation
Slide3Identify Your Audience(s)
Primary – donors
Secondary – volunteers
Tertiary – those receiving your services
“
Hidden” – lawmakers, other organizations, regulators
Slide4Know
Your Audience
What do they have in common?
Age/gender/income
Location
Income
Lifestyle
What is their motivation?
What do they like or dislike?
What do they care most about
?
What do they already know about the topic?
Slide5Exercise: Build a “Persona”
Pick one of your audiences and fill in as much information as you can about them:
Age
Ethnicity
Family status
Income
Education
Occupation
Residence (urban/rural; homeowner/renter)HobbiesHow they normally interact with youHow they “consume” informationCultural habits, preferences and sensitivitiesBarriers to them doing what you’re asking forWhat motivates them
Slide6Develop Key Messages
Key messages:
Help you organize your different audiences
Keep your messaging aligned, even if multiple people are writing
Simplify your marketing – you know what message you want to convey in your marketing
Help you achieve your desired outcome
Key messages include the information you want audiences to hear, remember and share about your organization
Slide7Develop Key Messages
Key message examples for an animal shelter:
Overall key message:
We protect the welfare of animals in our community through education, adoption and fostering, and animal advocacy.
Adoption customers:
By adopting or fostering, or by alerting us to animals in need, you can help us protect the welfare of animals in our community.
For volunteers:
Protect the welfare of animals by helping us provide animal care and advocacy.
For donors: You can help us protect the welfare of animals by donating to support animal care, advocacy, and adoption promotion.
Slide8Use Stories to Illustrate Your Key Message
Show, don’t tell
Storytelling is one of the most effective forms of communication
Bridge things in common and acknowledge differences
What stories will resonate with your audience?
Slide9Marketing
Yvette Jones
President & Creative Director
designCraft
Advertising
Slide10Effective Local Marketing Strategies
Determine objective(s)
Define your audience(s)
Craft your USP
Allocate the budget
Convey the message
Slide11Establish clear, reachable goals
Ask for detailed objectives
Develop supporting measurements
Determine benchmarks
Involve your staff
Slide12Define the audience for each
goal
Slide13Craft Your USP
What draws donors to my organization?
How can I appeal to the virtuous in all?
What are our shared values?
Slide14Show, don’t
yell
Honor the trust people have in you
Talk in terms that mean something to your audience
Slide15End with a C2A
Write a strong, memorable call to action
Make it flow from your story
Make it irresistible
Make it haunt
me
Slide16Allocate the Budget
Reallocate every year
Study individual events and campaigns
Determine what needs attention from whom
Leave room for good photography
Slide17Surround your target(s) with your
message
Online
Social media
Print/mail
TV/radio
Outdoor
Earned media
Slide18Publicity
Barb Hernandez
President
BCH OnPoint
Slide19Seven News Values
Impact
Timeliness
Prominence
Proximity
Bizarreness
Conflict
Currency
Slide20Reporter Bill of Rights
Be granted reasonable access to legitimate news sources
Receive prompt responses to inquiries
Have deadlines and other legitimate needs considered
Receive concise answers to relevant questions
Redirect discussion if it strays from the subject
Obtain printed material to supplement the interview when possible
Evaluate and report the story as they see it
Clarify points with follow-up interviews if necessary
Receive corrections to inaccurate information when possible
Be treated with the same courtesy and respect that you desire
Slide21Interviewee Bill of Rights
Know the interview topics in advance
Know the identity and affiliation of the reporter
Have some control over the interview environment
Bring up relevant topics the reporter does not mention
Know how the information is to be used and who else is being interviewed
Respond to accusations
Correct misstatements and misinformation
Restate questions for clarity and brevity
Finish responses without interruption
Slide22Do
Tell the truth
Release only confirmed facts
Show concern
Defuse negatives
Remain calm
Provide newsworthy updates
Slide23Don’t
Speculate
Overstate or understate
Talk “off the record”
Be thrown by hostile statements
Place blame on someone else
Slide24Is it news? Or, is it opinion?
Before pitching a story, make sure you understand the difference
Presenting partial facts or stories can lead to claims of intentionally misleading the public
The public is becoming wary of media stories from various outlets
Slide25Slide26The difference between hard and soft news
“If it bleeds, it leads”
Hard news
Up-to-the-minute news and events that require immediate reporting are considered hard
Politics, war, economics and crime
Soft news
News that is considered background information or human-interest are thought of as soft news
The arts, entertainment and lifestyle stories are considered to be soft news in nature.
Sometimes they overlap
News that is considered background information or human-interest are thought of as soft news
The arts, entertainment and lifestyle stories are considered to be soft news in nature.
The major difference between hard and soft news is the tone in which the story is presented
Hard news usually takes on a factual approach that explains what happened, who the main people involved were and where and when everything happened and why.
Soft news usually takes a story-telling approach
.
Slide27Hard news
Slide28Soft news
Slide29Pitch me something you’d like to see in the news media
It could be something you tried in the past or something that may be coming up soon
Slide30Measurement
Yvette Jones
Slide31Marketin
g Measurement Tools
Website analytics
Stat reports from online ads
eNewsletter
tracking
Referrals, fans, followers
Donations
Slide32Compare Results to Benchmarks
Results
Lists
Awareness
Slide33Thank you!
Slide34