Communicating for success

Communicating for Success

1

How we tell our PCG story

• Through the media – media relations

• Directly to key audiences – public relations

• By running ads

• With carefully crafted messages

2

We need to shift from old

fashioned spray-and-pray

marketing to a respectful,

two-way relationship with

our supporters.

Kivi Leroux Miller

3

Communication blunders

• Lack of research

• Inconsistent messages

• Excessive neediness

• “We’ve always done it that way.”

• Promising something you can’t deliver

• Believing that one size fits all

• Committing acts of boredom

4

Traditional public relations

• Presentations – Speaker’s Bureau

• TV and radio talk shows

• Special events

• Community participation – Rotary and Chamber

• Partnerships with other nonprofits

5

Great tools • Brochures

• Business cards

• Newsletters

• PSAs

• Signage

• Video

• Website

6

Media relations

• Know your reporter

• Know how the media work

• Know your objective – message – audience

• Develop a media kit – include a press release

• Be prepared

7

Media tools

• Op-eds

• Feature stories

• Interviews

• Letters to the editor

• Editorial boards

• Tours

8

Successful media relations

• The reporter comes to you looking for help.

• Your message is delivered in the way you

intended.

• Your overall goals and objectives are met.

• Your board is satisfied.

• Success is NOT measured by the number of

clips in your file.

9

It’s all about the message • Decide what you want to accomplish and with

whom

• Pick one central message

• Emphasize impact on one person, animal or thing

• Begin with the heart – then go to the facts

• Avoid messages that make the audience feel helpless or the cause seem hopeless

• Avoid fear messages – unless you have a remedy

• Provide a “call to action”

10

Heart-and-Soul Communication The Red Cross has been helping people since 1881. Our services include workplace preparedness, disaster response, community disaster education, armed forces emergency services, health and safety training, provision of First Aid and disaster preparedness supplies, international services, language bank, and youth and young adult services.

Courtesy of Moore Ink. Seattle, WA

11

Heart-and-Soul Communication

The Red Cross saves lives. When disaster strikes, we respond with food, shelter and hope. When barriers of distance, language or warfare separate loved ones, we open lines of communication. When families, co- workers and communities must prepare for emergencies, we help them take action.

Courtesy of Moore Ink. Seattle, WA

12

When goals aren’t met

• Were they realistic?

• Did you have the right target audience?

• Was your offering the right one?

• Did the benefits outweigh the costs?

• Were your messages on target?

• Were your promotional tactics effective?

• Did you put enough resources into implementation?

13

The three great sins

• Falsely assuming that information results

in action

• Forgetting that we’re not the audience

• Treating communication as an

afterthought

14

PCG webinar calendar January 8 Class: Taking the tool kit to social media Time: 10:00 - 10:45 Presented by Slavik Boyechko, Video Dads February 19 Class: Keeping up the momentum: the final push Time: 10:00 - 10:45 Presented by Diane Kaplan, Rasmuson Foundation, and Dennis McMillian, The Foraker Group March 10 Class: How to apply for 2016 PCG Time: 10:00 - 10:45 Presented by Billy Finley, Couloir Graphics, and Heather Beaty, Pick.Click.Give. Additional trainings may be added – watch your email for notices. Register at www.forakergroup.org

15

For more information

www.pickclickgive.org

Toolkit for nonprofits

Heather Beaty – 907-334-6700, hbeaty@pickclickgive.org

www.forakergroup.org

907-743-1200, info@forakergroup.org

16