Strategic Communications: From the Plan to the Public September 27, 2006 Atlanta, GA

Today’s Agenda  Welcome  HealthTec dl Goals  Session Objectives  Introduction of Speaker  Session Presentation….Melissa Taylor  Question & Answer - Open Discussion  Upcoming HealthTec dl Events & Resources

Goals of HealthTec dl  Build Organizational Capacity  Promote Organizational Effectiveness  Support Nonprofit Collaboration

Session Objectives Increased understanding of critical elements of a communications plan Increased ability to identify effective communications strategies about your organization, programs and issues

Melissa Taylor Senior Vice President, Strategic Planning and Research

Course Outline Communications Planning Media Partnerships Evaluation

Planning for Communications

What is “communications”? Marketing Public Relations Branding Social Marketing

“Every minute you spend planning saves 10 minutes in execution; this gives you a 1,000 percent return on energy!” -- Brian Tracy, consultant

Why Is Planning Important? Planning is starting with the end: determining where you want to go and then laying out the steps to get there Identify challenges and opportunities Provides a common framework for all activities

Step 1: Assess your organization Set the organizational mission Establish long-term goals Establish short-term objectives

Step 2: Assess the Current Market Define the problem Identify others in the marketplace with similar goals Assess recent media coverage

Step 3: Identify target audience(s) Whom you are trying to reach? Where do they go for information? Who influences them? Where do they live, shop and play?

Step 4: Conduct a SWOT analysis Strengths – What do you have that will help you? Weaknesses – What is holding you back? Opportunities – What is going on in the market that will help you? Threats – What could prevent your success?

Sample SWOT Strengths Staff skilled in media Board is supportive New data Weaknesses Limited resources Not known in the market Opportunities Community/media interest # of people affected is increasing New treatments offer better outcomes Threats Competition from other NFPs Leg. defeated supportive bill in committee Parents afraid of diagnosis

From SWOT to Insights Have new data, media interest, new treatments Parents afraid of diagnosis Insight: media outreach to promote message of hope of new treatments

Bringing It Together in A Plan Key Plan Components –Goals –Objectives –Target audience(s) –Channels to reach your audience –Strategies –Tactics –Tools –Evaluation

What Approaches Will We Take? Strategy: general communication approach –Media outreach –Health care professional outreach

From Strategies to Tactics Tactic: specific activities to help you execute your strategy –Media release –Attending health care professional conferences

Tools of Trade Determine what you want to say: key messages –About your organization –About your issue –About your program

Maximizing the Media

What are the Media? Media OutletOverview Television Watched by ALL audiences Highest impact; Visual stories Radio News with a community focus Good for targeting very specific audiences Daily/Weekly Newspapers Reaches opinion leaders Appropriate for in-depth stories, promoting community events & highlighting community stories Local angles, pre-prepared materials good for smaller newspapers

What are the Media? Media OutletOverview Magazines Specifics vary by type Opportunity to run “softer,” human- interest stories Less time sensitive; month lead time Online/Internet Popular for reaching “captive” audiences May accept prepared materials Newsletters Good for reaching very targeted audiences through a medium they trust Concise and brief

What Makes a Story News? Is it new? Is it “hard” or breaking news? Is it local? Is it a famous – or prominent – person? Is it a common problem? Is it visual? Is it personal? The wildcard factor.

Media Tools Media release Matte release Media advisory Media kit

Writing a Media Release The Inverted Pyramid The most newsworthy information The least newsworthy information

Is It News? No –It’s National Arthritis Month –We have programs for people with arthritis Yes –Age of arthritis diagnosis is decreasing –Certain physical activities can delay onset –Our new classes provide instruction

Building Media Relationships Do your research! Respect their deadlines. Be prepared. Time is of the essence

Preparing for the Interview Watch, read or listen in advance Think about likely questions Tailor information Review key messages

Engaging Others to Your Cause

Steps to a Successful Partnership Define your need Identify potential partners Make your case –Sell your value –Identify mutual benefit

Types of Partners Not-for-profits reaching your target audience Public officials Corporate Health care professionals

Partnership Example Arthritis organization hosts a walk –Physical activity group promotes walk –Local shoe shop offers walker discounts –Arthritis organization  promotes shop to walkers  distributes physical activity materials  mentions both sponsors in media outreach

Measuring Your Success

Why is evaluation important? Ensures messages are appropriate, effective Allows for mid-course corrections Assess short-term outcomes and long- term impact

Research for Planning Assess baseline behaviors, attitude or knowledge Types of research: –Surveys –Focus groups –Literature reviews

Evaluation of Effectiveness Process evaluation –People trained –Calls to organization –Media hits Outcome evaluation –Change in behavior, attitude or knowledge

Questions & Answers

Resources   Strategic Communications: From the Plan to the Public

What’s Next at HealthTec dl ?  Grantwriting for Success—TBA