tools for communication workshop

My Contact InfoChristine DascenzoOutreach CoordinatorMontana Public Radio AmeriCorps*VISTA Office: 243-4247Fax: 243-3299Email: christine.dascenzo@umontana.edu

Your Mission, Message & the Media

 Tools for evaluating 

 your nonprofit's communication

http://www.flickr.com/photos/19413852@N00/276845856/

Agenda  1. Ice Breaker   2. What do you Want to Say?

  3. What do you Say?    4. What does Google Say?   5. What does the Media Say?   6. Big Take Aways

  7. Networking and Good Byes

You landed that interview!

http://www.flickr.com/photos/bdjsb7/2376385702/

Your event made the front page of the newspaper!

http://www.flickr.com/photos/36000391@N07/4446929018/

Mission Statement

&Strategic

Messages

A specifically designed & managed process to help an organization achieve its mission through written and spoken word.

-American Bar Association

What is a Communication Plan?

Your plan will come out of evaluating things you already do.

http://www.flickr.com/photos/8852942@N08/4175299981/

What does it

look like?

1. Decide what you want to say...http://www.flickr.com/photos/katerha/4486581666/

...then figure out how to frame your messages.

www.flickr.com/photos/zitona/3916577089/

2. Analyze every piece of communication you       produce.

www.photolib.noaa.gov/htmls/nur09759.htm

http://www.flickr.com/photos/27282406@N03/4134661728/

http://www.flickr.com/photos/liewcf/2374661974/

3. Find out what people see when they search for      you online.

4. Look into all the media coverage your     organization has received...

http://www.flickr.com/photos/16339684@N00/2432539878/

a

...plus any national coverage around your issue.

Connect your communication "dots" back to your Mission Statement &

Strategic Messages.

www.flickr.com/photos/31714249@N04/2968389967/

  + your samples

It's a good idea to roll this process into an annual planning meeting or retreat. 

Image: www.public-domain-photos.com/free-cliparts/electronics/bulb/lightbulb_jon_phillips_01-2642.htm

Get everyone involved in the planning process.

You'll be working with EVERYTHING ever said about & by your organization.

1/2 day to 2 days  + prep time 

1/2 day to 2 days + prep time

Some of these exercises can be done ahead of time.

1/2 day to 2 days + prep time Some of these exercises can be done ahead of time. 

Revisit every six months to a year.

No matter where your organization is at, you will leave with things you can implement.

www.flickr.com/photos/myklroventine/4062102754/

Ground RulesParticipate Actively   Listen Respectfully

Share Air TimeStay FocusedAny others?

www.flickr.com/photos/thetruthabout

Goals for 

the Day

www.flickr.com/photos/corscri

Introductions

shannonyeh.photography

TELEPHONE

GAME 

www.flickr.com/photos/bobbyprom

http://commons.wikimedia.org/wiki/File:Stop_sign_us.jpg

Telephone by Lady Gaga

http://commons.wikimedia.org/wiki/File:Stop_sign_us.jpg

Report Back

Any correlations to how you've seen organizations

communicate?

Time Checkhttp://www.flickr.com/photos/blackcustard/247625993/

What do you want to say?

1. Focus on GOALS 

What you expect from your work.

What do you want to say?

2. Know who can help you achieve those results.

What do you want to say?

...your audience!

3. Look deeper into the people that can help you.

Begin a genuine conversation

and stay relevant to your audience.

What do you want to say?

1. Focus on GOALS 

Things you can measure,

by asking yourself How many?   and When?

What do you want to say?

What do you want to say?

2. Know who can help you achieve those results.

3. Look deeper into the people that can help you.

What do you want to say?

Form a general picture of your audience through

research.

What do you want to say?

Form a general picture of your audience through

research.

What do you want to say?

Use this information to form meaningful messages for audiences that can help you achieve your goals.

What do you want to say?

 5 minbreak

www.flickr.com/photos/constantinb

What do yousay?

www.flickr.com/photos/shelleygibb

 What do you say?www.flickr.com/photos/mrs_logic/3799729875/

 What do you say?

Make a list! 

Work from broad categories:  

Print    Screen    One on One

 What do you say?www.flickr.com/photos/thetruthabout/2665628285/

 What do you say?

Evaluate how well these pieces maintain your

brand, or your Visual Identity. 

 What do you say?

How consistent is ACCESS's Visual Identity?

 other samples:

 Undewriter Form

Website Homepage

Small Group

Using your samples, look for:  

Coherence & Reinforcement 

Contradictions & Differences

 What do you say?

 What do you say?

www.flickr.com/photos/horiavarlan/4271972865/

 What do you say?

Dig into the Content Quality of each piece. 

Small Group

Coherence & Reinforcement 

Contradictions & Differences

 What do you say?

 What do you say?

 www.flickr.com/photos/fotologic/501273626/

 What do you say?

Putting a dollar value on your communication pieces... 

commons.wikimedia.org/wiki/File:Dollar_symbol.jpg

 What do you say?

 What do you say?

 5 minbreak

www.flickr.com/photos/constantinb

What does   

Say?

What does Google Say?

Tip of the day!

Google Alerts

What does Google Say?

1. Google Search 

2. Google Image Search

3. Google Map Search  

4.  Social Media Search         ex: Facebook, Twitter, YouTube 

o Social Mentiono Whos Talking

What does Google Say?

 Take the pulse of your organization's presence online by searching for the "Big 3".

1. Organization Name 

2. Executive Director 

3. Board President 

What does Google Say?

Role Play 

View searches as: 

Potential Donor 

Potential Employee 

Member of the Media  

1. Google Search 

2. Google Image Search

3. Google Map Search4.  Social Media Search         ex: Facebook, Twitter, YouTube 

o Social Mentiono Whos Talking

What does Google Say?

What does the Media Say?

www.flickr.com/photos/dailyinvention

What does the Media Say?

Which stories did you generate?

Which were surprises?

 ACCESS story samples

ACCESS of West Michigan helps local man make his car payments

Many bands, 22 Sundays, 2 great causes: Musicians step up to mic to help out

What does the Media Say?

What image does your year of coverage portray?

What does the Media Say?

Other Exercises

Peer Analysiswww.break.com/pictures/one-of-these-is-not-like-the-other760202.html

 Business

Some Big Take Aways

My Contact InfoChristine DascenzoOutreach CoordinatorMontana Public Radio AmeriCorps*VISTA Office: 243-4247Fax: 243-3299Email: christine.dascenzo@umontana.edu