Creative Ways to Communicate with Residents Jason D. Grant, CPM jdgrant2274@gmail.com

“One cannot not communicate.” What is Communication? Content that is created, arranged, articulated and presented strategically for the purpose of informing or positioning your audience to a particular point of view or to take a specific action We often focus on tactics when it come to communication. Let’s put out a press release. Let’s send out an email. Yet, we need to realize everything we do, and everything we do not do, is communicating something to our audience – even if it’s unintentional. Therefore we must be strategic instead of tactical. “One cannot not communicate.” Watzlawick, Beavin and Jackson

Modes of Communication Messaging Mass Media Social Media Website Print Publications Video

Measuring Creativity How do we determine whether something is creative?

Effectiveness

Develop a Brand Identity

What is your core identity? What is your reason for existence? Who is your audience? What do you offer to your customer?

Unified Voice Customer recognizes organization Any Department Any Product Any Service

Consistency in Decision-Making Have a reason for everything you do Always tie decisions back to your identity Let the data tell you when you need to make a shift “We are what we consistently do. Excellence, therefore, is not an act, but a habit” --Aristotle

Value Proposition to Audience Create a unique place in the market Identify the value of services and products offered Clarity of role and value of the organization

Key Considerations

Mass Media Change in business of print media creates opportunity How we communicate with the media needs to change Mass media is changing. Newspapers are shuttering. Media outlets are scaling back on personnel. There is a greater opportunity to get your message to your audience by creating content that is informative. Gone are the days of press releases and pitching stories. In local communities, if you want your story out to the mass public, then put it out there.

Social Media Facebook – hear about what other people are doing and have a dialogue with them to share information Twitter – to TELL people about what you’re doing or what you’ve heard (retweet) - you don’t really care about their thoughts on the matter Pinterest – to share with and learn from others who have similar interests as you Flickr – share your family photo albums Instagram – Show people you really are doing what you say you’re doing Vine – give me a quick glimpse into what you’re experiencing YouTube – A little longer glimpse into what you’re experiencing – or give me brief entertainment SnapChat – Doesn’t remain. Easy way to give a glimpse into what you are experiencing. It’s casual conversation - chatting

The only thing we have to fear is…

The only thing we have to fear is…

The only thing we have to fear is…

The only thing we have to fear is…

The only thing we have to fear is…

The only thing we have to fear is…

Print Publications Infographics Engaging images Unique dimensions Brand Standards

Video Production High Definition Online Audience Entertaining Under two minutes Entertaining Quality Graphics & Infographics

Website Mobile Responsiveness Web Applications Allows us to consider user expectations Content based on device Web Applications Allows users to receive information and services anytime, anywhere, on any device

Website Provide Information Offer alternative business solutions Enhance workflow processes Reduce direct customer interactions Your corporate identity and your #1 employee. Will interact with more customers than anyone in your organization. Can provide the customer service needs of your customer anytime, anywhere on any device if developed correctly.

Blogs Be consistent Provide links to other relevant sources Persona Point of View Provide links to other relevant sources Provide links to other blog posts on your blog Identify the audience clearly and write to that audience

Keys to Success

We can all speak and write, but we can’t all communicate effectively! Hire Professionals Although we have established that “One cannot not communicate,” one can absolutely communicate poorly! We can all speak and write, but we can’t all communicate effectively!

Everything is “News” The sooner we accept the fact that anything we say or do can become public and put online the better off we are.

Cast where they’re biting You don’t need to use every lure in the tackle box You don’t need to catch every fish in the lake If you want people to eat the fish, just put it on the dining table

Have consistent brand internally & externally Everything you develop and produce should be on brand regardless of audience

Avoid Committee Branding Decisions It’s not about how you do things It’s not about what you prefer It’s not about “changing things up”

The Public Owns It Have a reason for everything you do More will be said about your discourse than what you said/wrote Once it’s released, you can’t get it back Once you provide it to the public, it’s out of your hands. Whether e-mails, text messages, reports, summaries, once your discourse is released to the public, you know longer control it.

Discussion