Transcript
Strategic Messaging:From “Get the Word Out” to “What’s the Word?”
Tim Penning, Ph.D., APRSchool of CommunicationsGrand Valley State University
Contact Info
• Email: penningt@gvsu.edu or penningink@chartermi.net
• Twitter: twitter.com/penningink
• Blog: www.gr-pr.blogspot.com
• This presentation will be available on slideshare: http://www.slideshare.net/penningink
Opening Exercise
What are the “communication frustrations” for your nonprofit organization?
My biggest frustrations:
“We just need to raise awareness”
“We just need to get the word out”
Need to get beyond “just”
Success is Planned
Research based
Objectives
Strategies
Tactics
Objectives
2 OsOutput – what WE do
Outcome – what our PUBLICS do in response
3 AsAwareness
Attitude
Action
4 Elements of a Good Objective
One specific public
One desired outcome
A timeframe by which that outcome happens
A way to measure
Ex: Increase to 30% the percentage of our donors who give more than once a year by December 31, 2011.
ActivityPUBLICS OBJECTIVES
How to Meet Objectives?
STRATEGY!
But what is strategy?
Strategy is…
The thought behind the message
The reason you’re confident it will be effective
A consideration of more than “getting the word out”
Types of communication strategies
Timing of the message
Targeting and segmenting publics
The medium used
Partnerships
Intervening publics, opinion leaders
**Message appeal
Need to get audiences to:
Pay attention
Understand message
Believe message
Remember
Respond—change mind, act on message
Paying Attention
“Media uses and gratifications” theory
Passive/active audiences
Triggering events
Understand Message
Clarity—no jargon, acronyms, assumed understanding
Relevance
Tone/voice—proclamation or conversation; 1st, 2nd or 3rd person voice
Believe the Message
Source credibility (sincerity, expertise, charisma)
Cognitive dissonance (predisposition)
Attribution theory (perceived intentions)
InvolvementHigh = central processing = WHAT is said
Low = peripheral processing = WHO says it
Remember the Message
Make it memorable, personally relatable
RepetitionMessage consistency
Multiple tactics (media mix)
Multiple sources
Act on Message
Adoption Process Affected by “Diffusion
of Innovation”
Activity
Think of a public and a message you want them to adopt.
How would you strategically lead them through the process?
Message Appeals
Laswell’s 8 basic appealsPower
Wealth
Respect
Skill
Well-being
Affection
Enlightenment
Physical and mental vitality
Appeals—Maslow’s Hierarchy
Message Content, Structure
Drama, anecdote
Statistics
Surveys and polls
Examples, how-to
Testimonials, endorsements
Emotion
Call to action
PR Ethics
NOT ‘spin’
Advocacy of a point of view
Enable informed decision making
Provide information
Build or maintain relationships
TacticsWhat are you using now? (Are they appropriate?)
Web site (which can include all that follows)
Social media
Annual report
Newsletter
Advertising
Media relations, op-eds
Brochures, reports
Events
Reach and Persuasion
Final activity
Go to your publics and objectives list
Come up with a strategy
Write a key message based on the strategy
Pick an appropriate tactic to deliver the message
Questions, Discussion
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