Strategic Communications -- How to Connect With Key Audiences Christopher Simpson CEO and Partner (Copyright 2006)

2 Late 90’s picture in higher ed comm: n Calls for accountability soared n Competition for best and brightest students rose dramatically n Competition for private support sky-rocketed n The demographic of college students changed n State legislatures, state boards and elected officials began a microscopic scrutiny of public institutions n Proprietary schools rose in popularity

3 A communications evolution began: n Higher ed forced to better tell its success story n Explain its value to key constituents n To strengthen the image and reputation of campuses and systems n To use state-of-the-art communications n To learn good marketing, media relations and effective tactical outreach, such as IT

4 At progressive institutions, we learned: n Communications must be a two-way street n By design, simple, succinct, clear and strategic n Must be effective – and measurable n Business had to be conducted in a vastly different manner n Two communications strategies that rose to prominence: – Integrated Marketing – Media Training

5 Key Audiences n Key audiences for SUNY campuses – Faculty, staff and students – Prospective students – Alumni and donors – Business Community and opinion leaders – Elected officials – The media

6 Integrated Marketing Communications How to Design, Implement and Evaluate an Effective IMC Plan

7 What is Integrated Marketing? n Strategic approach to effectively reaching key audiences in a manner that enhances your image, reputation and brand n Research based, strategic and focused n Centered on audience segmentation n Proven and effective n Demonstrate the ROI

8 – Media relations/Press releases/VNR – Op Eds, columns – Digital communications – Publications/direct mail – Speeches – Special events – Communications goals – Segment audience – Conduct research – Shape messages – Deliver creatively and consistently – Evaluate PromotionsMarketing

9 Integrated Marketing Overview

10 Benefits of IMC n Communications decisions are research- based – Avoid management by anecdote – Pinpoint the most effective messages – Pinpoint the most effective strategies n Better use of resources – Coordinate system-wide – Share expertise – Marketing is less expensive than promotions

11 Benefits of IMC n Communications decisions are research-based – Avoid management by anecdote – Pinpoint the most effective messages – Pinpoint the most effective strategies n Better use of resources – Coordinate campus-wide – Share expertise – Marketing is less expensive than promotions

12 Benefits, continued n Marketing can lead to: – Better internal and external communications – Enhanced recruiting; larger market share – Stronger alumni and development support – Improved state and federal support

13 Effective Media Interactions How to Respond Effectively to Reporters, in Good Times and Bad

14 Effective Media Relations n The importance of the media is vastly overrated n As long as the morning newspaper lands in the president’s driveway, your media relations better be effective n How to use the media in good times and bad – Media team must develop close, sustainable relationships – Must approach the media strategically – Must re-circulate positive media clips – Must take advantage of Op Eds and columns and letters to the editor – Must work collaboratively with your presidents, senior staff and media relations team

15 Do’s n Prepare Prepare Prepare: n Five steps: – Know the media outlet – print, electronic and web – and reporter’s deadlines. – Determine reporter’s needs from you. – Develop two or three key points. – Anticipate questions, and draft vivid, descriptive quotes. – Conduct interview and critique.

16 Do’s n Match your manner to the topic: – Body language and dress are important – especially in TV. – Ensure you are serious, not flip, when discussing serious subject matter. – Determine appropriate location and background for interviews.

17 Do’s n Control the dialogue: – Select your key points – or the reporter will. – Open interview with key points and pepper throughout. – Flag key points and hammer home.

18 Do’s n Be quotable: – Use pithy quotes – these are memorable and widely used by media. – Distinguishes you from the rest of the story. – Increases the chances you will be quoted.

19 Do’s n Use anecdotes: – Paint a picture the average person can understand – and appreciate. – Anecdotes “humanize” the story by injecting realism and credibility. – Write, then rehearse, the anecdotes in advance.

20 Do’s n Use short sentences and clear language: – You will be less likely to be misquoted. – And more likely to be understood. – Avoid jargon.

21 Bridging n Build bridges from questions asked to answers you want to give: – Key is to pivot from question asked to preferred answer. – This is essential in controlling the dialog. – Remember: questions are not important, answers are.

22 Bridging n Don’t ignore the question…restructure it … and use connectors. – “That’s not the issue, the issue is …” – “Let’s look at that another way.” – “I’m not sure I agree … but what I am sure of is …”

23 Don’ts n Don’t become fixated by the question: – Tough, unexpected questions - common tactic used by reporters. – Questions are not important, answers are. – Reiterate key points – they are your safe harbor.

24 Don’ts n Don’t fall for common tricks and traps: – Dead air trap – Absent party trap – A or B dilemma.

25 Don’ts n Don’t treat reporters as adversaries: – Their goal is to get the story. – Few are truly out to get you. – Adversaries can become enemies.

26 Don’ts n Don’t think you have to answer every question: – That is not your job – your job is to repeat key points. – Refer questions beyond your expertise to appropriate sources. – Safe harbor: “I don’t know.”

27 Don’ts n Don’t elongate negative stories. – Work quickly with news cycles in mind. – Compress duration of coverage. – You can withstand a body blow; repeated pummeling is fatal.

28 In conclusion: n Communications must be a two-way street n By design, simple, succinct, clear and strategic n Must be effective – and measurable n Segment audiences n Consider Integrated Marketing: work with the system n Utilize good Media Training: work with the system n When you do, enhance public and private support, recruiting and alumni participation

Strategic Communications -- How to Connect With Key Audiences Christopher Simpson CEO and Partner (Copyright 2006)