goyette fcp cook - session 1 - understanding audiences
DESCRIPTION
Part one of the Goyette Law Firm day of communications planning for public employeesTRANSCRIPT
Slide 1
New Strategies for Political Engagement in a
Post-Wisconsin World
Session 1 – Strategic Communications & The Role of Your Association
You can do this!
* Lifetime Guarantee Included *
Slide 2
Dan Cohen, PrincipalFull Court Press [email protected]@DCSTPAUL & @FullCourtPress510-271-0640
Josh CookCook Government Affairs
Slide 3
We can all do this! Take one step…
In the next 5-7 days:1.Think about where you stand today
2.Think about who are your friends & opponents
3.Start working on a game plan & ask for help
Slide 4
Exercise #1:Find out who your friends are
Slide 5
What is success? How do you get there?
• Planning now means success later
• Do a few things really well – prioritize
• Stay focused on your goals
• Use the media & other dissemination strategies to achieve them.
Slide 6
Make a Plan to Communicate
• Make communications an organizational priority
• Think “Dissemination” not “Media Relations”– Go beyond the media– Own your target audiences
• Utilize proven resources/Ask for help– Smart Chart– Communications Trainings– Ask your team – we are living
in a communications culture
Slide 7
So…You’re New To This?
• Your skills apply.– You can think.– You can write.– You can use a telephone.
• All of your daily work skills are transferable. – Persuasion– Cajoling– Consensus building
Slide 8
YOU are the network
• You know the field and have the “rolodex”
• You have the network & are doing the networking
• You are visible to communities that matter
• You are the frontline of communications
Slide 9
Public Speaking Fundamentals
• Be Prepared• Do your homework• Is it better to be right?
Or effective?– Being right means you
need to be confrontational– Being effective means you
actually make headway• Connect – dry facts won’t
do it• Always come home to your
key messages– Regardless of the question
asked, know the top issues you want to discuss and always come back to them.
Slide 10
Where Is Your Audience?
Start where they are• 55% of Americans watch
TV news every day• 41% read newspapers• 41% listen to radio news• 16% consume online news• 80% getting daily news from
these mainstream sources(Source:Pew Center for People
in the Press 2004)
Slide courtesy of SPIN Project Media Training
Slide 11
Where Is Your Audience?
Pew 2007
Slide 12
Where Is Your Audience?
Pew 2010
Slide 13
Where Is Your Audience?
Slide 14
BEYOND the Mainstream Media
Think beyond the Mainstream Media• Where is your target audience?• Who do they rely on for information? • How do they make decisions?
Strategies for Broader Dissemination• Ethnic Media• Internet Communications – blogs, social
networking, user-created content• Specialty Publications• Direct communications – FIND THEM
Slide 15
What is the role of my Association?
Slide 16
Know your strengths
"As you know, you go to war with the army you have, not the army you might want or wish to have at a later time."
—Defense Secretary Donald
Rumsfeld
Slide 17
Associations & Concerns
Two priorities:
• Pay & Benefits
• Working conditions
You will win when you come to consensus and get buy-in on these priorities & the balance between them
Slide 18
Determine what “Winning” looks like
• Avoid division – among ideas & people
• Develop a core group of “doers” & hold them accountable
• Fix your house first – focus at first on “internal” communications
There are lots of ways that “evil doers” infiltrate and use the divide and conquer tactic on officer associations