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Strategic Communications Planning :: What Does Yours Look Li

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Emily Kiel

on 15 August 2014

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Transcript of Strategic Communications Planning :: What Does Yours Look Li

Determine Channels.
Not just the phone, email or coffee shop talk any more.

Digital Citizens (accessibility to Internet)
85%
= American adults access to Internet.
56%
= Adults ages 65+ access to Internet.
76%
= HH with income of $30,000 or less.
80%
= HH in rural communities.
9%
= Adults attend 1 public meeting per year (school board, Home Owners Assoc, Town Hall)

Not just
pushing
it out, it is about
receiving
it.
2014 Flood - DOT and DPS online conversations with constituents.

Think about engagement and where will this come from.
The audiences that you outline in the beginning of the plan...are they here? Where do they fit?
Where do they spend most of their time?
Revert to customer-profiles.

Think about the channel's reporting mechanisms to determine effectiveness during the evaluation process.

Develop a matrix to help guide you.

Activities | Promotions | Materials
Implement your Plan.
The plan is meant to be executed!
A plan is meaningless until it is implemented.

Assign clear accountability for accomplishment of specific plan objectives and tactics to individuals.

Establish a clear purpose of the plan with staff or partners.
What is ongoing vs. what has a deadline.

This is not meant to be a “secret document” shared only with a few, but a roadmap used by all to achieve identified goals.

Incorporate a feedback loop to receive feedback about the content of the plan and recommendations for future plans.


Determine Goals.
What does your agency stand for?
Think about the brand - defining yourself to core audiences and gaining acceptance through the audience's personal experience of interacting with you.
True. Believable. Unique. Relevant.

What is the most important issue right now?
What are your constituents concerned about and what are they talking about?

What are you competing for?

Are you changing a behavior?

Will your customers need to take some type of action?

How will you know that you achieved your goals?
Identify those tangible outcomes.
Identify Audiences.
Internal
Staff (management to front line)
Boards/Commissions
Legislators
Outline Key Messages.
What is driving your message?

Do you want your customers to take action?
Review goals that were determined.

How will your message help them make an informed decision?

What are the customer needs?

Is there an emotional tie-in?
Does your message inspire?
Develop quality of life messages.

What is the lead or headline?
140 characters or less.

Are you sharing the same language?
Will a 5th or 6th grader be able to understand your message?
How smart are your Tweets?
http://time.com/2958650/twitter-reading-level/

Will you solicit customer input on how they want to be informed; via crowdsourcing?

How often will you share your messages and what methods will be used?
INTERNAL ELEMENTS
EXTERNAL
ELEMENTS

EVALUATION
Carve out time to take stock in your agency's strategic communications plan.



Strategic Communications Planning
THANK YOU!
Jon Harms, DPS | Emily Kiel, GFP
Tips and Ideas to Help get you Started.
What the heck is
strategic communications!?!?!
Master Plan
Promotes the brand
Urges people to take action
Pushes and Delivers
Shayna Englin, PR Professor at Georgetown ::
“being strategic means communicating the best message, through the right channels, measured against well-considered organizational and communications-specific goals."


It’s the difference between doing communications stuff,
and doing the right communications stuff.
External
Media (radio, TV, print)
Children and Families
South Dakota Residents
South Dakota Non-Residents
Partner Organizations (school districts, churches, associations, community, etc.)
Digital citizens (website traffic, social media)
Things to Keep in Mind
Secondary Audiences
Who else needs to be included?
Influential messengers to carry out key objectives.
Customer Profiles
Understand them in order to create effective messages.
Trophy Hunters | Weekend Warriors
Identify Barriers
Pull your customers out of the chaos.
S
pecific.
M
easurable.
A
chievable.
R
esults-Focused.
T
imely.
Activities/Events
Press conference
Radio/TV blitz
Fundraiser or social
Open houses
Speeches
Information Fair
Summit Event
Photo/Video Contest
What are the activities, events and/or materials that will be the most effective in your selected channels with which you will receive the most impact with your messaging?
THINK BIGGER | GET CREATIVE
What partnerships can be established or
leveraged to help you develop your
activities/events/promotions?
Try something new - see if it works.
Go outside of the norm - that comfort zone.
Take a small step up to the next level.
Surprise your customers.
Stay within your budget.
Determine
strengths
and
weaknesses
.
Identify obstacles
.
Create and implement
new approaches
for success.
Consult with leadership
along the way.
Provide
reports and analytics
based on what
worked and
what needs improvement
.
Do so along the way and
do not wait until the very end!
Full transcript