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Webinar presentation to non-profits in Australia and New Zealand on how to build a communication strategy and plan.
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Achieve real business outcomes
Lee Hopkins
30th Oct 2012
Communications plan: LeeHopkins.com/commsplan
Communication Why your nonprofit matters
Social media/technology How technology & social media can make a
difference
What is a communication strategy?
What is a communication plan?
Your communication landscape
“The Communications Plan puts it all together in one place and pulls out a bulleted list of things to work on. We kind of know all of this about how to communicate, but we often forget in the moment about what we’re doing and why. It’s good to have it in black and white.” Alaric Bien, Executive Director, Chinese Information and Service Centre
Competition
Knowledge base
Perceptions
What’s working
Challenges
Image: costi - http://www.constantin.me.uk/
CORE
Positioning
Tagline
Elevator speech
FLEXIBLE
Audiences
Benefits and attributes
Features
CORE
Positioning
Tagline
Elevator speech
FLEXIBLE
Audiences
Benefits and attributes
Features
What is an ‘audience’
How do I define my audience(s)?
Why do this before messages and tactics?
Develop
Test and refine
Talking points
Develop
Test and refine
Talking points
“Your messages deliver important information about the issue and compel the targeted audience to think, feel or act.” Elements of a Strategic Communications Plan, Kellog Foundation
Channels and tactics
Making effective use of technology
Evaluation
Left unmeasured, it won’t grow
Katie Paine:
Objectives Audience Priorities Benchmark Measurement tool
Business communication: FIR: ForImmediateRelease.biz
Shel Holtz: holtz.com
The Next Web: TheNextWeb.com
Jeremiah Owyang: web-strategist.com
LeeHopkins.com (comms articles)
LeeHopkins.net (blog)
au.linkedin.com/in/leehopkins
@LeeHopkins