1. Talking the Talk: Creating a Communications Strategy Melanie Chasteen October 16, 2015

2. What we’ll cover Creating a Plan Determining the Goal Defining the Audience Developing the Message Media Strategy Let’s Practice!

3. Creating a Communications Plan

4. Determining the Communications Goal

5. Determine the Communications Goal General Goal: Promote the after-school programs. Specific Goal: Motivate local businesses to support after-school programs. Even more specific Goal: Motivate local businesses to support after-school programs in inner-city neighborhoods.

6. Determine the Communications Goal General Goal: Encourage parents to talk to their children about healthy relationships. Specific Goal: Encourage parents to visit www.talknow.org to learn tips on talking to their children about healthy relationships. www.talknow.org Even more specific Goal: Encourage parents to visit www.talknow.org to learn tips on talking to their children about healthy relationships and to sign the “parent pledge.” www.talknow.org

7. Determine the Communications Goal Raising Awareness Changing Behavior Promoting a Service/Program Promoting Change Fundraising

8. Define the Audience

9. General Public Parents Teens School officials Policymakers SHAC members Teachers

10. Define the Audience Geography Age Gender Cultural Background Employment

11. Develop Core Messages

12. Not everyone is doing it – and if more teens knew that, they’d feel supported in waiting Sex has consequences – both physical and emotional Have a plan: Think about what you’ll do in the moment (before you’re in the moment)

13. Media Strategy

14. Types of Media Earned Paid Owned

15. Earned Media Newspapers Blogs Viral Social Media TV News Stories

16. Paid Media Advertising

17. Owned Media Website Blog Social Media

18. Media Relations

19. Practice Makes Perfect

20. Questions?

21. Contact Information Melanie Chasteen Director of Communications Texas Campaign to Prevent Teen Pregnancy melanie@txcampaign.org 512.791.5110