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Slide Notes

Thank you, Aaron and Kylie --

We're here today to reinforce that media outreach is not a "nice to do," but rather a "strategic opportunity" for any organization...

It means infusing communications efforts w/ a master plan.


1. promoting a brand or organization.

2. urging others to take action.

3. deliver a specific msg to a specific audience.


we use a Strat. Comm. Pyramid to organize info.
Here's how it works...
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strategic communications

Published on Dec 03, 2015

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1.

strategic communications

media training
Thank you, Aaron and Kylie --

We're here today to reinforce that media outreach is not a "nice to do," but rather a "strategic opportunity" for any organization...

It means infusing communications efforts w/ a master plan.


1. promoting a brand or organization.

2. urging others to take action.

3. deliver a specific msg to a specific audience.


we use a Strat. Comm. Pyramid to organize info.
Here's how it works...
Photo by monkeyc.net
2.

objectives

are something you can MEASURE.
We start with our BUSINESS OBJECTIVES...

Makes up the base of our strategic communications pyramid...

OBJECTIVES are something you can MEASURE.

we MEASURE to determine SUCCESS...

what are some Examples for Manifest...?
(increase attendance at Manifest 2014 by X%.)
Photo by geishaboy500
3.

audience

who are we trying to reach?
next is AUDIENCE...

who do we need to reach in order to accomplish our business objectives?

think internally and externally...

specific and general...

what are some EXAMPLES?
tie in example OBJECTIVES..

Photo by VinothChandar
4.

perception

the three pilars of trust and authenticity
audiences are looking at YOU. YOU are your company.

So... How do you decide whether or not you TRUST someone?

The TOP 3...



Photo by kevin dooley
5.

THE YOU FACTOR

When it comes to the YOU FACTOR, here's how it all breaks down...

LOOKS:
do you look and act confident? are you dressed the part?

SOUND:
do you speak with confidence? how well are you projecting your voice? are you pausing appropriately or rattling off stats?

MESSAGE:
what are you saying?
6.

the message

the opportunity to make an impact.
This is your small window of opportunity to make an impact...

the message takes in to account an organization's business objectives, key audiences and method of delivery.

what is the MESSAGE your AUDIENCE NEEDS to hear in THIS moment to help you achieve your OBJECTIVE(S)?

Photo by Kraftwerck
7.

the media

make sure your message is heard.
how will you get your msg to your audience THROUGH THE MEDIA FILTER?

how do you increase your chances your msg will meet the reporter's needs?

how will your msg survive the editing process AND meet your audience's expectations?

Photo by ppfcbs

Daniel Gatbunton