tools for communication workshop
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My Contact InfoChristine DascenzoOutreach CoordinatorMontana Public Radio AmeriCorps*VISTA Office: 243-4247Fax: 243-3299Email: [email protected]
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
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: [email protected]