connecting up: build a communication strategy that achieves real business outcomes-slides

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Webinar presentation to non-profits in Australia and New Zealand on how to build a communication strategy and plan.

TRANSCRIPT

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/

Presenter
Presentation Notes
Image: costi - http://www.constantin.me.uk/

CORE

Positioning

Tagline

Elevator speech

FLEXIBLE

Audiences

Benefits and attributes

Features

Presenter
Presentation Notes
Image by berenika on sxc.hu

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?

Presenter
Presentation Notes
Image by haak78 at sxc.hu

Develop

Test and refine

Talking points

Presenter
Presentation Notes
Image by vinnyprime at sxc.hu

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

Presenter
Presentation Notes
Image by michelini at sxc.hu

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

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